SWATI NAHAR - 10AAKANKSHA JAIN – 109

Ad Strategy

Background

A lot of business professionals meet their clients and other business professionals outside office.

Many communications take place outside office.There is no particular concept of business

lounges in India which has happened on a large scale.

There is a huge scope for business in the idea of opening a business lounge wherein business professionals find it apt to have their meetings there.

Situation Analysis

Mismatch between coffee shops and professional needs.

Professionals see a lack of suitable places for their meetings.

Problems arising in current places: Trying to get work done in a coffee shop Meeting clients in a bust hotel lobby Taking calls at the airport Being unable to print urgent documents Catching up on emails in hotel rooms and suffering in

places of bad internet connections.

Presenting:

Amber

Launching a Business Lounge catering to the needs of any form of professional interaction.

Amber will be launched in Bangalore initially and then go pan India.

Business Professionals will now be able to: Check e-mails Print reports Hold Meetings Conduct business in a private office And even grab a coffee and a bite!

Consumer Insight:

Limited Places for professionals for their interactions.

What business are we really in?

Providing business focused place to professionals for their interactions.

Amber is targeting:

People who have a lot of out of office interactions, indulge in a lot of social networking, like to have a good ambience and are willing to spend for it. They often have meetings late in the evening. They have club memberships.

Amber Personality:

Grand, Classy, Comfortable, convenient, professional.

Amber Benefits

Centrally LocatedVariety of seating arrangements for different

requirements15-25% cheaper than comparable 4 & 5 star

hotel rates.Better ValueProfessional Business Environment with business

FocusWiFi enabledSeating Layouts for different group sizes and

privacy required.

Amber Benefits

Online Booking / Tele Booking for larger group meetings.

Logistics required to ensure a comfortable meeting.

Power Terminals & Phone Charging Booth.Professional Business Environment

No Bars No Bedroom No Tourists No Distractions Minimal Extras

Added Value

Free high speed internet accessFree screens, TV and VCRFree meeting stationeryPhotocopying, printing, laminating, binding

and faxing services.Taxi, car, airline ticket and hotel bookingsTechnical support on hand at all times

Branding & Marketing

Corporate membershipsCorporate eventsViral Video – ‘The Mismatch’:

The video starts with a professional meeting between a 30-35 year old man and woman. In sync with their voice, you hear dialogues of a young couple having a mushy conversation. The voice over next says, “looking for a business lounge?”. Visit Amber at 100 feet road, Indira Nagar, Bangalore.

Start communities or threads on business related open forums where people would post about their funniest mismatch experiences.

Branding & Marketing

Become lounge partners for conferences happening in Bangalore. We would provide meeting space for their interactions with delegates, speakers and sponsors.

Use Linkedin to create a profile and keep in touch with our customers and potential customers.

Use twitter to update on all the new happenings in the lounge.

Co-Marketing

Furniture – Ebony GautierWiFi – Airtel / ideaBeverage companies like red bull.Tie up with a travel company to provide hotel

and ticketing services to our clients.

Co-Marketing

Apple Corner Have an area dedicated to Apple within the lounge.

We would have one Mac PC which our customers can use for internet. Also, when Apple launches any new product, they get to display it in our lounge in the Apple corner and our customers get to see and try it.

Thank You