Kohler, the International brand from the kitchen and bath design segment, is looking for a creative agency and had recently organised a pitch where agencies were briefed about the future plans for the brand.
Predominantly using television and print as its media mix, Kohler has so far only used its international creatives in India. However, the brand plans to invest Rs. 20 crore, 5 crores more than last year, towards its promotional ventures this year which will focus on more Indianised creatives for better communication and changing its brand position from a super premium brand to an affordable one to tap the Indian markets.
In unison with its advertising strategy, the brand also plans to shift from specific brand outlets to multi-brand outlets to be a part of the comparison chart with other brands and put to rest the high price image that customers associate it with.