Promotion
Promotion involves creating awareness about the brand and informing the customers about the products and the value on offer. As any other step in the marketing mix, promotion too is of paramount importance. Jaquar has always recognized promotion as a very important and effective component of their existence. They have always been proactive and ahead of their competitors when it comes to marketing and promoting their products.
Traditionally bath fittings and taps were low involvement products. Most of the products that were in the market where basic products and had little differentiation and devoid of any dash of aesthetics. The reason behind this was usually the bath fittings are purchased towards the end of the house construction. That leaves little money with the customer to spend. Hence the orientation was towards buying low cost basic products. But bathrooms are now being viewed as distressing zones and as a lifestyle statement.
Jaquar was clever enough to realise that Indian consumers are not price sensitive but value sensitive. The brand was priced at a premium. But the company ensured that the product offered the value for the price customers paid.
Positioned initially as a "better tap" the brand evolved as an aspirational brand with the latest tagline "Too Good to Resist". The brand has many first to its credits. Jaquar was the first to offer a range of bath fittings that merge with the design of the house itself. The concept of "Range" was first introduced by Jaquar. The collection branded "Stealth" was the first bath fittings range in the Indian market. Jaquar communicated with the customer about the brand in a different way compared to its competitors. For the collection series, the brand talked to the consumer about the inspiration behind the collections. For example the Inspiration behind the Queens Collection was the Royals.
Jaquar