kohler ppt v0

Kohler Product LaunchConcept Presentation

20.03.2012

Concept presentation by Wizcraft International Entertainment

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BriefKohler is in the process of launching its brand new range of Bathroom accessories which will be in PVD finish. The new range of lifestyle products are positioned to be high-end , exquisite and royal. The distinct features of the product include its durability , long-lasting finishes , authentic hand brushed finishes , distinctive colors and extended warranty.The brief is to create a grand launch experience amongst the press and the key influencers and specifiers for the new range of PVD bathroom accessories being launched by Kohler. The product to be unveiled is the gold (polished/brushed or French) Faucet


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BriefPVD is an existing technology being marketed by competition however : No one is selling a complete bathroom look in this finish No significant marketing campaigns executed by the competition on finishes No significant selling effort in marketplace No significant focus on PVD at a in-store display level

The launch needs to distinguish and immediately set Kohler PVD range apart from all existing products in this categoryThe launch will establish the uniqueness and exquisiteness of Kohlers new range , while emphasizing on the durability and the longevity of the products

Launch of the PVD bath range by Kohler

Our understanding


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Brand Positioning Always New!

Product that remains new always, in the category where corrosion & tarnishing is very common

Durability is one of the top priority for consumers

Durability & Finish are the key drivers for brand purchase followed by Warranty and design / shape


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Sub brand

ETERNASHINE


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CONCEPT ONE


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BACKGROUND

Some things in life you just cant resist. So desirable that you will go to great lengths to possess it. You just have to have it. Like the new PVD range (ETERNASHINE) by Kohler. Coveted and prized. Of eternal value and everlasting shine. Sculpted to perfection. With a rich, golden hue. And an impeccable finish. So precious that it needs to be kept in a safe place. In a museum or a gallery under strict supervision and security. But there are those who will not be daunted by the safeguards. They will attempt to steal it. Because Kohlers new PVD range is just that. So desirable, you will do anything to have it.

THE IDEA

We drew from Kohlers eternal and everlasting quality, its coveted and valued appeal; and arrived at an idea that involved the staging of THE KOHLER HEIST

* Heist A robbery , a burglary or a Theft!

AMBIENCE & DCOR

The Kohinoor diamond, the Hope diamond, Sultanganj Buddha, the Tiffany Yellow diamond. Imagine a space that stores priceless artifacts such as these. The new Kohler PVD range is just as precious and priceless. And our guests will be invited to witness its unveiling in such a place. On the face of it, at least. The ambience is that of museum like the Smithsonian or the Louvre. Guests walk on a red carpet lined with bollards. One could have a timeline wall showcasing Kohlers product ranges through the years. Venue can be used to innovatively exhibit Kohler products. Just like in a museum, products will be showcased in enclosures. Little write-ups could describe the product and dabble into its history. Centre stage contains a see-through glass cubicle with a sleek, beautifully jeweled box inside. So the audience will only be able to view the glass cubicle and the box inside

THE INVITE

The guests are invited to an exclusive exhibit of something rare and precious.

A material/product that has an everlasting shine and remains always new! They will be requested not to carry any sharp or metallic items on account of the valuable and sensitive nature of the product being displayed, and the high security surrounding it. Thus, the expectation and anticipation will build up to the exquisite unveiling of a precious product in a gallery/museum. The reality will be the staging of a heist!

LAUNCH SEQUENCE

Guests are requested to settle down and be seated for the special unveiling of Kohlers new range. There is a Blackout Just like in a museum/gallery showcasing precious items, the glass cubicles are surrounded by moving laser lights.

VO announces a little build-up on Kohlers new collection. Elaborates on how special the collection isits everlasting shine, eternal quality etc. Everybody is anticipating the moment of unveiling, when suddenly a group of dark figures enter the stage. Dressed completely in black, with ski-masks, these figures start to make their way to the valuable item that was to be unveiled. They trace a route that almost miraculously dodges the lasers.Like the beautiful laser dance scene in Oceans 12, They make it to the glass case, and just as the lead figure opens the glass case and the box inside and lifts the Kohler product inside, a wailing siren goes off.

VO announces: Ladies and gentlemen, we have detected a breach of security. Please

remain calm and stay in your seats until we have apprehended the suspects.

The burglar is holding the gleaming Kohler faucet in hand. Stage lights up. He/she (a celebrity like Twinkle Khanna) takes off ski mask and holds up the faucet for all.

VO announces: Ladies and gentlemen, the new Kohler (PVD) ETERNASHINE range.

So precious, you will do anything to get your hands on it.

CONCEPT TWO

BACKGROUND

The new PVD range of bath accessories by Kohler. Much more than just bathroom fittings. A premium product. With an everlasting shine. Golden hues. And a gleaming finish. A glittering fixture of ones life that never loses it newness. And that makes it precious and prized. Indeed, one might even say it is as precious as .

THE IDEA

Gold is forever. Gold is luxury. Gold is ever new. Gold changes ones life. Transmutes living spaces. Brightens up ones life. The gold touch turns the ordinary into royalty. The mundane into the magnificent. Gold is style. Gold is elegance. Gold is glamour. Gold is. Kohlers new PVD range. And so we arrived at an innovative way to unveil the gold collection by Kohler. A theatrical performance that traces golds symbolism through the ages. Through a specially choreographed UV dance act!

A BURST OF GOLD IN THE DARK / ALWAYS GOLDEN, ALWAYS NEW THE GOLDEN SERENADE / ETERNASHINE

The audience will be kept completely in the dark. Until a touch of gold wakes them up with Cleopatras entry Clad completely in gold, Cleopatra sitting on her royal mode of transport a carriage being carried by slaves.Story moves on to the tale of King Midas. How everything he touches turns into gold. Here, neon photos of Kohlers previous collections can be displayed.

The performance could move on to include other references of gold in history: the golden apple that led to the battle of Troy and the fabled El Dorado, the golden city. In Indian history, the dancers could depict a Mughal emperor like Akbar in all his golden splendor.And finally, we can stage the eternal romance of an Indian wedding with the couple exchanging golden rings.

To conclude the dance, the performers hold up the words KOHLER ALWAYS GOLDEN, ALWAYS NEW and then the sub-brand ETERNASHINE (like in the TAA reference video). Alternately, we can work out a modern storyline to showcase Kohlers new collection as well.

For the actual unveiling, dancers could place a huge life-sized neon box on stage. When the lights come back on, a celebrity opens the box and steps out with the faucet being unveiled.

Alternately, behind the black masking on the stage, we could have an LED with 3 doors on it. When the lights come back on, the masking is pulled away and the LED is revealed. The three doors open and three people (one being a celebrity) walk out with the faucets/fixtures in hand. The LED is used innovatively to display the new ETERNASHINE range.

Event details

DATE: 4th June 2012

LOCATION: Mumbai

Press meet 100 pax Sales meet 100 pax Evening Banquet 800 pax Proposed Venues : Renaissance Mumbai Grand Hyatt Mumbai


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RENAISSANCE MUMBAI HOTEL AND CONVENTION CENTRE

GRAND BALLROOMThe Grand Ballroom offers a spacious room with a 25 ft.-high ceiling, elegant chandeliers, fine interior design and appointments that enhance the atmosphere for large-scale receptions and international conventions. The Grand Ballroom is 13,000 sq.ft/4000 sq.mtrs and can seat 1750 persons.


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Grand Hyatt - Mumbai

Grand Hyatt Mumbai offers 2,788-squaremetres of conference and meeting space that include one of the largest, fully-wired, pillar less ballrooms in the city, seven additional meeting rooms and two boardrooms, a spacious pre-function area and courtyard

Grand Ballroom The 12,000 square feet pillarless Grand Ballroom with a clear ceiling height of 25 feet can be portioned into three sections. The Grand Ballroom is naturally lit on two sides and overlooks a majestic waterfall and the hotel's courtyard with breathtaking water features and landscaping. The Grand Ballroom has drive-in access for cars, making it ideal for car launches and auto expositions. At its entrance is a spacious foyer, which can be used to host pre-dinner cocktails and receptions.


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CELEBRITY


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Dimple Khanna

Nargis Fakhri

Suzanne Roshan


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THANK YOU


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kohler ppt v0

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