A consumer electronics company approached The PRactice to help build awareness and increase sales of its soon-to-be launched LED study light.  The product was aimed at SEC A/ B1 consumers who did not always have a back-up power option in their homes and were, therefore, affected by the intermittent power failures in a city like Bangalore.  The primary purchase motivation for this target group existed in the fact that this was a medically tested product proven to have no detrimental effects on eyesight and that would enable their children to study through power outages.  However, given the product pricing, this could not be an impulse purchase but rather a planned and conscious decision by the primary decision maker - the mother, in this case. 

The PRactice ran a successful PR campaign that involved a mix of media and non-media activities.  We talked to medical experts to establish the product’s superiority and tried to create a need for the product by placing stories in local dailies that focused on power supply issues as well as eyesight problems caused by reading under poor lighting.  We seeded the product with local celebrities and a group of target consumers to generate word-of-mouth publicity and positive testimonials for the product.  We also hosted consumer events in shopping arcades and apartment complexes, including a well-publicized one at a local bookstore.

Our concerted efforts in the pre-launch and post-launch phases resulted in total sales of 10,000 units in the first six months, even before the product pipeline was firmly established.

 “The right kind of visibility and positioning created for the product by The PRactice has helped us build awareness and sales.  We acknowledge and appreciate the committed PR efforts and are currently leveraging the mileage gained to further the product penetration.” -- General Manager- Sales & Marketing.