The Communication Goal
The False ceiling category is unorganized and an extremely low involvement category. Consumers hardly showing any preference for brands.
As a leader in the category Gyproc had the dual task of increasing category awareness while building differentiation for the brand.
The Situation Analysis
Our Research showed 3 Key Insights:
Low involvement category wherein the consumers are not concerned about the board (material requirement for false celling) they buy and its durability.
Low awareness on the importance of board quality for better designs. Consumers rely on the interior designer or the contractor to select the board and recommend designs.
Our Research Showed That 3 Key Insights
Highly driven by un-organized sector, Gyproc is the leading branded player in the category.