Do It Yourself -How Effective Is It in Indian Context of Business

Road Map

The major objective of such kind of a product should be to associate itself with the target market. People should establish an emotional connection with the brand, which can be done through a multi channel campaign spreading awareness and appealing to target audience.

The major concern in our country is that people do not associate women doing house hold chores like drilling, painting etc. Further the affluent section, considers such jobs as shabby and not classy enough for them to indulge in themselves. The prime issue is to change this attitude and mindset.

For this we have identified steps like:

1. Conduct training classes and demonstrations of the products, to project ease and convenience of use of the products.
2. Depict the product usage indirectly in advertisements and showcase it as a worthwhile hobby e.g.

• For drillers, screw drivers and hammers: Associate it with furniture and use tag lines in campaign like “Redefine your home, from your own hands”
• For axes, mowers: “Connect to your plants”
• Blades used in crafting and sculpting

1. Develop slice of life advertisements using brand ambassadors to help people relate to such a product even better.

The main theme of this campaign across all media would be to project these household chores as a “PASSION” of the target audience. The company must try to project not only regular usage of these tools but also some additional benefits of them especially for the female audience to instigate a purchase.

The places where this product would be demonstrated majorly would include:

• Malls
• Hotels
• Home stores like Hometown, Homeshop18

Execution Plan

• The advertising of this campaign must start few months before the product launch since hype needs to be created around such an innovation.
• Training classes for the target market must be conducted a few weeks before the product launch and specialists should be invited to train and give quality testimonials to establish credibility  
• After the launch the advertising would be of Pulsing nature and would be done on broadcast and print media on regular intervals