Centuryply looks at growth from unorganized sector

04 Sep,2012

By Tuhina Anand


Centuryply has gone aggressive to get a larger share in the branded plywood and related business. In fact, recently we have seen a spurt in the activity by the players in the segment and this has to do with the fact that the branded players are eyeing the unorganized sector.


Abhra Banerjee

Explaining this fact, Abhra Banerjee, Executive Business Head, Centuryply, said, “Our industry is under transition as there is higher knowledge about the category among the consumers. This could be attributed to the digital and social media which has led to consumers finding more about products before making a purchase decision. This had led to a move where the branded category is growing and the players are looking at growth as the unorganized sector here is shrinking. So, as we are all fighting for a share of the unorganized sector, one sees more activity from branded players like Centuryply.”


Further Mr Banerjee explained that Centuryply in its bid to get a greater share and also revamp its brand perception has entered the readymade home furniture business with its retail store Nesta. Putting things in perspective he said, “Four years ago when we did a survey post our campaign, we realized that while people saw Centuryply as a trustworthy market leader with superior quality products, there was also a perception that the brand was lacking youthful appeal and was not modern and contemporary.”


The company then took measured steps to revamp its perception, among other things becoming more aggressive, and one way was to get into readymade lifestyle products. The furniture business emerged as a natural brand extension, thus also creating something that is lifestyle oriented and aspirational. This was one way to grab a contemporary avatar for the brand Centuryply.


There was also a shift in its media strategy and the company got into branded entertainment and partnered with big budget movies. It also partnered with designers from National Institute of Design to make kids range of furniture and leading Indian architects for contemporary product designs. The effort yielded result and Centuryply as another study revealed was being perceived as a trendy brand.


In fact all these efforts have led Centuryply to have a CAGR of 28 percent for the last five years. While it has been impacted with the slowdown as other fields like real estate have been hit but Centuryply is still clocking double digits growth albeit a bit slower than previous years’ growth numbers.


It has recently launched its new campaign with the tagline ‘Sab Sahe Mast Rahe’. The campaign was preceded with a high decibel teaser. The new campaign highlights the brand’s strengths as a modern, contemporary, youthful and a trustworthy market leader while highlighting Centuryply’s patented technology which makes it 100 percent borer- and termite-proof and gives it the strength to withstand all abuse.


The new campaign of Centuryply aims at redefining the brand image and increasing consumer involvement with the plywood category through Bates’s proprietary ‘Changengage’ tool. The campaign is targeted at upwardly mobile urban male in the age group of 35-45 years who is a homeowner and digital savvy.


Bates Kolkata has ideated and conceptualised the campaign titled “Sab Sahe Mast Rahe Part 2”. The campaign is based on a basic human insight. When people get angry, they lose control over themselves behave like a monster, and unleash their anger on objects around. Mostly, it’s doors, windows, wardrobes, tables and other pieces of wooden furniture that bear the brunt. The furniture stands in silent testimony to this human emotion, takes all the battering in its’ stride and gives peace and tranquility in return. The campaign kicked off with a high decibel teaser campaign across different media platforms and the TVC was launched on World Anger Day to leverage the communication relevance.


Besides TV, Centuryply has drawn a multi-media campaign plan to reach its TG by using effective media vehicles like OOH, Radio, Multiplex & Digital platforms. The campaign will go on till March 2013. To ensure consumer engagement, some interesting BTL activities like multiplex, mall and trade activations have been planned. The TVC has been shot in Poland by Vinod P Vijay of Lemon Yellow Sun Films.


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