Store Launches - JBL & Harman/ Kardon - Chennai

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Information about Store Launches - JBL & Harman/ Kardon - Chennai
Marketing

Published on February 15, 2014

Author: sumitsonal

Source: slideshare.net

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Launch of India's first exclusive Harman/ Kardon store in Chennai's only luxury mall - Bergamo Mall
Launch of India's 11th exclusive JBL outlet - Inaugurated by Brand Ambassador Mr A R Rahman

Store LaunchesJBL and Harman/Kardon Chennai

Store Launches in Chennai, India  Launch Date- 12th Feb, 2014- Two exclusive stores launched  India’s first Harman Kardon Sound Lounge in Chennai  India’s 11th, and Chennai’s first JBL exclusive store  India e-commerce initiative goes live- harmanaudio.in Launch Initiatives  FM Radio  Print  Out of Home  Digital  PR  On ground launch HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. 2

Invites to Store Launches HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. 3

Print & Radio JBL and harman/kardon Adyar Times, Times of Nungambakkam & Velachery Talk Type: Regional Release: Scheduled for 16.02.14 Estimated Impressions: 2.07 L The Hindu Type: Mainline Daily Release: 12.02.14- Launch date Gross Impressions: 14.1 L Artwork 10-day high frequency Radio plan 1 leading English and 2 leading Regional FM Radio channels 644 Spots across 10 days announcing JBL and HK Store Launch HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. Teaser (2 days prior to store launch)+ Revealer (Launch date to 19th Feb) http://vocaroo.com/i/s1F bhqpA1HS1 4

Out of Home harman/kardon Four premium sites in close vicinity to Mall- Duration 1 Month HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. 5

Out of Home harman/kardon Four premium sites in close vicinity to Mall- Duration 1 Month HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. 6

Digital JBL & Harman/Kardon  Demographics – targeted campaign. e.g. Car owners, credit card users and high salaried individuals  Emailer– – – – Sent to 250,000 people on store launch date (12th Feb) 46% email open rate 18% email clickthrough-rate Scheduled mailers to total of 1,500,000 people  Social media – – – – 16,000 impressions for teaser 54,000 impressions for day before launch 90,000 impressions on for the day of launch 350,000 impressions expected for 3 days following launch HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. 7

PR and On Ground Launch JBL and Harman/Kardon  Key Media presence at harman/kardon and JBL store launches  Exclusive interview with Harman India Leadership conducted by The Hindu. A premier national daily with the highest circulation in the state  Harman/Kardon store inaugurated by Sunitha Sarathy- Popular Indian vocalist  VIP visit by JBL Brand Ambassador A.R. Rahman to JBL Studio  Official announcement of Harman India e-commerce launch- harmanaudio.in HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. 8

• Harman/Kardon Sound Lounge Launch at Bergamo Mall, Chennai HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. India’s First Exclusive HK Sound Lounge 9

JBL Studio Launch at Grand Mall, Chennai HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. • Chennai’s First Exclusive JBL Studio 10

JBL Studio Launch at Grand Mall, Chennai HARMAN INTERNATIONAL. CONFIDENTIAL. COPYRIGHT 2013. • Chennai’s First Exclusive JBL Studio 11

E-Commerce Launch Launch of HARMAN India’s online shopping portal http://HarmanAudio.in on 12th Feb •The only portal/shop in India selling all categories (Home Audio, Car Audio, Headphones, Multimedia) and all brands (JBL, Harman Kardon, AKG, Infinity) under one umbrella • Fully responsive website adaptive to all platforms • Soft launch phase till 28th Feb and final launch on 1st March with the start of paid marketing • Site launched with 60 products, will have more than 100 products by weekend Unique visitors – 2.5k Pageviews – 10 + New Visitors – 77% Organic traffic – 28% Visitors seen from 71 countries

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