Triton seems to be quite a bit busy in Delhi. After Kajaria Ceramics, lingerie brand Belle Wears, and the Delhi Government, it is Mars Industries, popularly branded as Dorset, which has landed in its kitty. Early August, ‘Dorset’, a key player in the premium door handles and locks, had invited a strategic and creative pitch. Triton and Crayons were the finalists.
Vivek Srivastava, Executive Director, Triton Delhi, confirmed the win to exchange4media. “The creative and media duties for Dorset are now with Triton. The account is about Rs 1.5 crore,” he informed.
Srivastava asserts that the win was driven by Triton’s incisive understanding of the category's key strategic issues which will enable the creation of brand pull in the long run in a predominantly push-oriented category.
Referring to the brief, Srivastava elaborated, “ It was simple; it was all about how to make the brand synonymous with premium image and increase brand awareness, especially, among influencers who are key to category success as well the consumers who hold the key to the future given their increasing say and involvement.”
The market size is estimated at Rs 500 crore-plus in the organised sector and Dorset is growing at 10% per annum. The boom in the housing sector is a major catalyst in the growth with both the project sector and individual home unit builders.
The research and consumer insight tracking done by the Triton brand planning team uncovered some key factors: Door handles and Locks are a high utility but low involvement category. “However, of late, the trend is towards viewing these products as embellishments too. It is essentially a trade and influencer push category but is showing signs of moving to a pull scenario in the not so distant future. A prime example of this transition is the bathroom faucets,” he added.
“Using all this to arrive at a core positioning thrust, we at Triton defined the objective of the brand to appropriate image leadership in the category by leveraging its designs, finishes and range. Rounding this off would be a value induction to make the brand appeal evolve beyond physical features and make it endearing.” Srivastava explained.
He has a strategy which will spearhead Dorset positioning as a prominent market leader. Initially, Srivastava is planning to spread awareness and take the consumers beyond the obvious utility. “In a manner, speaking the idea would also be to raise the respect and importance of a door handle in the macro sense. The idea is to portray them as 'aesthetics enhancers' and worthy companions to fancy teak doors, plush wall finishes, sleek cabinets and bright chandeliers, etc,” shared Srivastava. “
“To some extent, a quasi-educational route for the end consumers would be adopted with the focus being on women who have a fair say in the decision,” said Srivastava, “I shall be driving the top of the mind awareness with the influencers–architects and interior designers.”
The brand positioning, as per him, should be build on the key deliverable of sturdiness, garnished with design and beauty. Driving the image will see introductions like handles with Swarovski Crystals for the ultra premium categories.
The category is witnessing good growth at the upper end due to a migration from local unorganised sector products, which are copies of known brands to the genuine branded products. But the base is small. “The battle lies in keeping the awareness of Dorset in step with the evolution of the market and make the brand synonymous with fashion at doorstep and trendsetting innovation,” said Srivastava.
On being asked, how Srivastava would plan to be different when it comes to media, to support his blueprint strategy, he said, “The initial media plan would entail the usage of magazines covering the key influencers and the woman of the house as the end consumer. Subsequently, TV and FM etc shall be pressed into their appropriate role to ensure a wider footprint for the brand in awareness and geographical terms.” concluded Srivastava. The campaign for ‘Dorset’ is expected to break in October.
The major competitors are Golden and Godrej among other local brands which are thriving by copying the designs of these high end brands. The range for ‘Dorset’ starts with Rs 800 and ends at Rs 7,000. All said and done, it is the mettle and innovativeness in work which would speak about Triton in the coming years.