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Eggfirst strategizes the launch of Blaupunkt SPF in India

Executes the launch event generating well positioned buzz for the brand.

Eggfirst strategizes the launch of Blaupunkt SPF in India

Executes the launch event generating well positioned buzz for the brand.

BestMediaInfo Bureau | Delhi | April 15, 2011

eBlaupunkt is known the world over for its hugely successful range of car music systems. So when it announced its foray into vehicle sun protection films with Blaupunkt SPF, there was excitement as well a challenge surrounding it. Excitement because the popular brand was introducing German-engineered sun protection films, something that would definitely excite the Indian markets. A challenge because the market already had existing players for long.

It was with this question that Eggfirst BBN India started off on the marketing duties of Blaupunkt SPF. The first task at hand was to enable the launch, an event that would require generating well positioned buzz. Eggfirst’s initial studies showed that trust came naturally with the brand name of Blaupunkt. Blaupunkt’s car music system legacy was legendary, and to create a substantial impact in the market, this legacy would need to be leveraged. This formed the base strategy for the launch.

The pre-launch buzz started with a print campaign that creatively communicated the strategy. According to Ashish Banka, V. P. and the Chief Account Manager on Blaupunkt, “Blaupunkt SPF had many differentiators, like German engineering, better effectiveness and so on. But the most important differentiator that could not be challenged was its heritage - Blaunpunkt. It was a winning strategy and the results are already showing”.

The results are showing indeed. The launch event held at café Escobar witnessed a majority of the retail fraternity of automobile industry turning up to welcome the new entrant. The Global CEO of Blaupunkt Group, Dr. Lars Placke, too flew down from Germany for the event. The excitement at the successful event was palpable and bodes well for the future of the brand.

Talking about the future, Ravikant Banka, CMD, Eggfirst, said, “If the initial signs are any indications, the future is definitely bright. Being the agency on record for the brand, it is our responsibility to ensure the Blaupunkt lives up to its promise. We’ve already formulated the post-launch marketing strategy where the brand is poised to take the standards of sun protection films to a new level”.

The coming months will be crucial for the brand as well as Eggfirst. But, if the confidence and the launch strategy is a parameter to judge the potential by, Eggfirst is sure to wonders to the brand.

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