This is a case study of how Forecast Advertising planned and executed the communication plan to position Prysmian as a global group known for it’s R&D expertise, diverse product range, customer service and quality and to promote the Ravin - Prysmian joint venture as a merger of strengths - technological and managerial know-how of Prysmian with the dynamism and competitiveness of Ravin.

1. Forecast Advertising
B2B Case Study

2. Corporate image enhancement exercise through an
integrated communication approach

3. A brief backgrounder: Ravin Cables Ltd.
The local specialist
• Ravin Cables is a 50 years old industrial cables manufacturing company
• It manufactures LV, HV/EHV, Fire Survival, Aerial Bunched and
Specialty Cables
• Received an award from Engineering Export Promotion Council (EPCC) for
highest exports in 2004, which has only grown since then

4. A brief backgrounder: Prysmian Group
The global expert
• A glorious history of over 130 years
• 7 R&D centers, 2700 filed and registered patents, 56 plants globally,
12,000 employees
• Designing, manufacturing, supply & installation of a wide range of
energy and telecom cables
• Customised solutions for a wide range of Industries, Infrastructural
projects and for OEM’s specific requirements
• Twelve different product lines, each of them offers customised solutions
for the most diverse functional and environmental requirements

5. A brief backgrounder: Our role
What was expected from us…?
• To position Prysmian as a global group known for it’s R&D expertise,
diverse product range, customer service and quality
• To promote the joint venture as a merger of strengths - technological and
managerial know-how of Prysmian with the dynamism and
competitiveness of Ravin
• Core insight: “Global knowledge meets local expertise”

6. Agency response
Integrated Approach

7. 01) Research makes communication strategies more insightful and effective
Research the 3 Insights that matter most
Customer Competitive
Client Insight
Insight Insight
• The decision • Understanding • Research on
making process buyers and their competitors’
buying behavior
• Product • Resources
expectations • Business portfolio
• Manufacturing
• Perception • Market capabilities
analysis of segmentation
competitors vis- • Product range
a-vis Ravin cables
• Price modules
• Impact of
technology and
product • Promotional
customization as activities
demand drivers
• Competitive
advantages

8. 02) Post analyzing research findings…
The key message was derived
The key message was
“INDIA’S QUEST FOR GLOBAL TECHNOLOGY IN
ENERGY CABLES AND SYSTEMS ENDS HERE.”

9. 03) The methodology…
The Message The Audience
• Establishing the • Government
Joint Venture in
the minds of the TA Utilities
• Contractors
• Strengths of the
Joint Venture • Private Utilities
• Distributors
• Explain the “End
The Medium • Industries
User Benefit”
I. R&D driven Print, Television, P.R., Digital, Direct
Power Cables Marketing, Ground Activation, CRM
II. Complete
Range
III. Customized &
Solutions

10. Brand Manual
Ravin cables’ brand manual was
designed to:
Establish corporate identity and
define brand guidelines
Raise expectations and perceptions
of existing and prospective clients
To assist marketing and sales
efforts in creating an entire brand
architecture, adhering to the said
guidelines and thus resulting a
positive impact

11. Direct mailer Marketing
Collaterals
A personalized letter to announce
the Joint Venture was mailed to Designed a host of marketing
existing and potential customers, collaterals to support the sales
team by outlining the new range of
communicating the merits of joint
specialty cables
venture and the user benefits

12. Corporate Brochure
& Stationary

13. Web-Design
That’s clean, neat, easy to
navigate and in sync with the
overall corporate identity

14. Public Relations
A press release was drafted to
provide exposure in Print, Digital
and Electronic medias announcing
the Joint Venture
• A One-to-One press meet @ Hotel
Oberoi, Delhi
• Press Conference @ Hotel
Ambassador, Mumbai
Disseminated news articles to
leading national English and
Regional Dailies, Trade Magazines,
Digital and Electronic Medias etc
Top journalists from leading
medias were present underlining
the success of our PR efforts

15. Media Coverage

20. • http://sify.com/finance/ravin-cables-italian-firm-form-joint-venture-to-expand-business-reach-
news-news-kmhquwdjihf.html
• http://story.europesun.com/index.php/ct/9/cid/145bb158ac2f80f2/id/716605/cs/1/
• http://www.indiatalkies.com/2010/12/ravin-cables-italian-firm-form-joint-venture-expand-
business-reach.html
• http://news.webindia123.com/news/Articles/Business/20101207/1645075.html
• http://feeds.bignewsnetwork.com/?sid=716605
• http://www.dailyindia.com/show/412840.php
• http://www.calcuttanews.net/story/716605
• http://newstrackindia.com/newsdetails/194295
• http://www.andhranews.net/Business/2010/Ravin-Cables-Italian-firm-form-joint-4533.htm
• http://news.oneindia.in/2010/12/07/ravincables-italian-firm-form-joint-venture-to-
expandbusi.html
• http://www.bombaynews.net/story/716605/ht/Ravin-Cables-Italian-firm-form-joint-venture-
to-expand-business-reach
• http://domexinfo.in/blog/?page_id=19

21. • http://biz.zeenews.com/news/news_content.aspx?newscatid=3&newsid=17986
• http://www.thehindubusinessline.com/businessline/blnus/02121721.htm
• http://www.financialexpress.com/news/prysmian-buys-51-stake-in-ravin-cables/723691/
• http://www.indianexpress.com/news/Prysmian-buys-51--stake-in-Ravin-Cables/723691
• http://in.news.yahoo.com/italys-prysmian-buys-51-stake-ravin-cables-rs.html
• http://news.in.msn.com/business/article.aspx?cp-documentid=4689640
• http://www.indiareport.com/India-usa-uk-news/latest-news/958229/NCR/4/20/4
• http://iplextra.indiatimes.com/article/0eDbglf7mbaOb?q=India
• http://www.indianexpress.com/news/prysmian-buys-51-stake-in-ravin-cables/723691/
• http://www.newspolitan.com/forum/art/world/india/GE5DQOB0HA6ECVCJ
• http://www.financialhub.in/tag/medium-voltage-cables
• http://nongsain.indiareport.com/India-usa-uk-news/latest-news/958229/Business/4/30/E
• http://topics.pe.com/article/0eDbglf7mbaOb?q=Africa

22. Networking Dinner
High networking dinners were
organized at Delhi and Mumbai to
bring all existing customers under
one roof

23. • A series of print ads were released in prominent newspapers; over 4 months
• Half page and Quarter page ads in leading business dailies like The Economic Times and The
Business Standard
• Ads in business dailies were assisted by regular insertions in all trade magazines and journals
Print Campaign

24. Economic Times Ad

25. Economic Times Ad

26. Yellow pages & Business Standard Ad

27. To sum up
By executing an integrated communication plan within a defined
timeframe, we achieved:
• Positioning Ravin Cables as a leading player in the cable industry
• Ravin Cables is now perceived as a company which is dependable and can
deliver high end products and offer customized solutions to any industrial
application
• Communication has helped in opening doors to several private and
government utilities, contractors and s on

28. COMPANY DETAILS
Contact Details
 Address: 10-A Thacker Industrial
Estate, N.M Joshi Marg,
Lower Parel (East)
Mumbai 400011
 Phone No. : 022 40639191/ 92
022 23013252/ 51
 Fax No.: 022 23013460
 Email id: cs@forecastadvtg.com
 Website: www.forecastadvtg.com