Kingston Technology
Challenge - Kingston Technology, the world’s largest independent memory vendor, and a leading brand for a range of digital lifestyle products such as USB drives, personal media players and memory cards, was keen on capitalizing on the rapidly growing adoption of digital lifestyle products by the Indian consumer. EXL Public Relations was entrusted with the challenge of establishing Kingston’s presence in a price sensitive market, which already had a number of premium players.
Our Work
Fortinet
Challenge - Fortinet, the world leader in Unified Threat Management Systems (UTM), had sought EXL Public Relation’s specialist services to evangelize UTM as the security solution of today and Fortinet as the leading provider of UTM solutions in India and the world.
Our Work
Elitegroup Computer Systems
Challenge - ECS is the pioneer in the design and manufacture of motherboards, and has now also started manufacturing notebooks, high-end servers and video cards. EXL Public Relations was given the responsibility of positioning the world’s second largest motherboard vendor as a value for money brand ideally suited for the Indian market.
Our Work
Intransa
Challenge - Intransa is the only provider of end-to-end native IP SAN solutions in the world. Intransa sought the specialist services of EXL Public Relations to evangelize the then fledgling IP SAN storage technology in India and to help it rise from the clutter and quickly establish a leadership position in this fast growing market.
Our Work
IPv6 Forum
Challenge - IPv6 Forum, a global not-for-profit society, was setup to evangelize the next generation Internet Protocol (IPv6) around the world. In India, IPv6 Forum sought the specialist services of EXL to help build and manage an active community of networking professionals interested in learning more about IPv6.
Our Work
Challenge - Kingston Technology, the world’s largest independent memory vendor, and a leading brand for a range of digital lifestyle products such as USB drives, personal media players and memory cards, was keen on capitalizing on the rapidly growing adoption of digital lifestyle products by the Indian consumer. EXL Public Relations was entrusted with the challenge of establishing Kingston’s presence in a price sensitive market, which already had a number of premium players.
Our Work
- The very first step in this direction was the establishment of a loyal and high-performing channel force which EXL helped drive and accomplish through focused advertising campaigns in select media and integrated communication out reach campaigns targeted at the reseller community.
- In order to position the Kingston range of products effectively in the minds of digital enthusiasts in the country, EXL devised and implemented a slew of effective and incisive PR campaigns that resulted in favorable coverage, glowing reviews and awards for Kingston in the leading digital and IT user magazines in the country. To reiterate the brand statement and facilitate recall, EXL also designed and produced attractive and eye-catching Point of Purchase materials for display at various retail outlets and showrooms.
- EXL was instrumental in developing the communication materials required to spread awareness of Kingston’s unique service & support program at the various service outlets and implementing a high visibility PR campaign that ensured coverage in the leading IT magazines in the country.
- EXL identified the need to educate the market on how to make informed decisions with regard to memory and evolved a unique multi-media campaign called knowyourmemory.com that also featured a high-adrenalin contest and a discussion forum.
Fortinet
Challenge - Fortinet, the world leader in Unified Threat Management Systems (UTM), had sought EXL Public Relation’s specialist services to evangelize UTM as the security solution of today and Fortinet as the leading provider of UTM solutions in India and the world.
Our Work
- The primary mandate was educating the chief decision makers within the enterprise – usually the CIOs on the various multi-vector threats that abound the Internet. This was accomplished through a number of innovative PR features on the security challenges that an enterprise is liable to face and how Fortinet has all the right solutions for them.
- Increased customer interaction and awareness was brought about through a number of roadshows that facilitated interaction and knowledge share between Fortinet and its customers, both present and prospective.
- EXL has written a number of insightful case studies and success stories in order to showcase Fortinet’s successful installations and highlight how Unified Threat Management Solutions have effectively solved the security concerns of companies in various industry verticals.
Elitegroup Computer Systems
Challenge - ECS is the pioneer in the design and manufacture of motherboards, and has now also started manufacturing notebooks, high-end servers and video cards. EXL Public Relations was given the responsibility of positioning the world’s second largest motherboard vendor as a value for money brand ideally suited for the Indian market.
Our Work
- EXL accomplished product positioning and awareness for ECS products in the market through product evaluations and favorable reviews in India’s leading IT magazines.
- Using its close relationships with the media, EXL was able to facilitate nomination and selection of ECS for a number of respected trade awards sponsored by leading media houses in the country.
- Being a component player, EXL saw an opportunity for ECS to associate with the “Do-it-Youself” (DIY) trend that was fast catching up with the technology inclined customers and thereafter promoted the phenomenon of setting up one’s own computer at the college level through a DIY contest conducted across the country at leading IT institutes.
- In order to educate the channel members on the value proposition of the ECS brand and the new products and innovations from the company, EXL organized a multi-city channel roadshow that was well attended and well received.
- A focused Direct Marketing campaign targeted at the ECS channel members was also implemented by EXL to push volume sales.
Intransa
Challenge - Intransa is the only provider of end-to-end native IP SAN solutions in the world. Intransa sought the specialist services of EXL Public Relations to evangelize the then fledgling IP SAN storage technology in India and to help it rise from the clutter and quickly establish a leadership position in this fast growing market.
Our Work
- Since it was paramount to select the correct audience profile, EXL put in extensive research and analysis on competition, consumers, buying trends etc. to identify key media targeting the mainline consumers and trendsetters.
- In order to launch Intransa as the only company to offer true IP-SAN solutions, EXL organized a press conference followed by a number of strategic media briefings with editors of key media.
- The launch activities were supplemented by sustained PR activities to secure mind share with the media for Intransa as the key player in the IP-SAN business.
- End customer and channel roadshows were organized by EXL to take the Intransa brand and its top-of-the-line products to target customers and channel partners in key market locations in the country.
IPv6 Forum
Challenge - IPv6 Forum, a global not-for-profit society, was setup to evangelize the next generation Internet Protocol (IPv6) around the world. In India, IPv6 Forum sought the specialist services of EXL to help build and manage an active community of networking professionals interested in learning more about IPv6.
Our Work
- Since selection of the correct audience profile was paramount, EXL analyzed data extensively to arrive at a focused list of target audiences under the main categories of user segments, market segments and influencers.
- In order to launch the campaign in India, EXL organized a 4-day conference for network users, operators and service providers.
- Strategic media placements and interactions with editors of key media and other market influencers were also organized through a reception and a CEO conclave.
- Enrolment to the IPv6 Forum was encouraged by EXL through an aggressive direct marketing campaign.
- An exclusive blog was created by EXL to provide an environment to the online IPv6 community to share issues, topics and concerns related to IPv6.
- Regular e-newsletters were published and distributed by EXL to active IPv6 members.
- In order to provide further opportunities to evangelize IPv6 within key market segments, EXL identified speaker opportunities for the IPv6 experts and organized interest group seminars for interactions with influencers and media.