TTK Prestige – India’s Best Kitchenware and Home Cleaning Solution
Brand of the Year 2018: Delighting consumers through innovations, Prestige in every Indian Kitchen.Prestige is seen as a trusted and reliable brand. The core philosophy of Prestige is to empower women.[caption id="attachment_59251" align="alignnone" width="850"] Vidya Balan as Prestige Brand Ambassador[/caption]
Total Number of Employees in the Company: 3000
The unique value proposition of the product: the functional, emotional and differentiating product benefits that have contributed to provide an enduring brand experience to customers?
[caption id="attachment_59252" align="alignnone" width="850"] Prestige Hobtop – Gold Series[/caption]
The functional benefits of our products always revolve around making the life of the homemakers/ users easier. The products are launched keeping in mind the pain points of the customers after thorough Research and Development. Our products generally revolve around the following value additions – Time Saving, Health, Modernity, Aesthetics. Emotional quotient that we bring around is based on celebrating togetherness. The current tagline says “Jo Apnon se kare pyaar, woh prestigse se kaise kare inkaar” which talks about sharing the love and caring about our near and dear ones. Differentiating the product benefits come by addressing the pain points of the customers. For eg. “Our induction comes with whistle counter feature, so a user doesn’t have to wait and count the whistles for cooking”. Likewise, “we have a gas stove/ hob with timer that enables the user to have control on the cooking time” Hence we have been differentiating our products by actually solving a consumer pain point.
The physical, character and personality attributes of the brand that have evoked and inspired consumers’ self-expression and personal identity?
Once known only for Pressure cookers, TTK Prestige now stands for much more. Leaders in several categories, they are the makers of an array of premium kitchen appliances, innovative and smart kitchen solutions. The brand stands for trust, innovation and smart kitchen solutions for consumers. Prestige evoked and inspired consumers with a change in the outlook and approach towards cooking hot, messy and crammed to inspiring, well organised & appealing Appliances & utensils ensured convenience to Appliances & utensils enhance aesthetics. Exclusively meant for cooking to Place to cook, eat, & hangout Hidden away from the public eye to Flaunt with pride. A workstation of the cook or the housewife to A place to explore passion for cooking – and more…
An insight into the brand marketing strategies that have effectively penetrated consumers’ psyche, established a meaningful relationship with the target audiences and ensured positive brand perception.
Just like our products our communications also reflects the needs of the customer, understanding the nuances of changing dynamics in Indian homes and making relevant communication has been the key focus. Our previous tagline ‘Jo Biwi Se Kare Pyar, Woh Prestige se Kaise Kare Inkaar’ is recognised across age groups and has an instant brand recall.
Internet advertising and social networking:
Prestige has been at the digital frontiers for some time. It was the first brand to launch online web-store as www.prestigesmartkitchen.com. It was the first brand in the kitchen appliances space to launch a community content portal for food lovers via prestigesmartchef.com. Since the last 5 years brand has been active on facebook through 2 fan pages, fb/prestige social and fb/ prestigesmartkitchen. It also has its own blogs on the ttkprestige.com.
Key marketing endeavours in the past decade that have been landmark initiatives in reinforcing the legacy of the brand’s promise to influence consumer intent and enhanced the brand’s propensity to drive affirmative consumer action
The brand has gone into initiating a first of its kind retail experience for kitchen appliances through Prestige Smart Kitchens now called as “Prestige Xclusive”.
Today with over 540 outlets across 200 towns Prestige Xclusive is a one-stop shop for your kitchen. Equipped with an entire range from knives to kitchen hoods and hobs, Prestige Xclusive offers a great ambience, greater convenience and impeccable service.
With constant addition of new product categories, the brand portfolio currently includes Cookers, Non-stick cookware, Mixer-grinders, Gas stoves, Electric Rice cooker, Induction cook top, Chimneys, Hobs, OTG, Kettles, Toasters and Food processors and a new vertical call “Clean Home” which provides total cleaning solutions with electric and non-electric products in the portfolio
The range is truly exhaustive making the brand a perfect choice for your kitchen and Prestige truly a Leader.
The long-term vision for the brand is to “Delight Homemakers through constant innovation” by offering opportune products with innovation, trust, highest safety standards and unparalleled service.[caption id="attachment_59254" align="alignnone" width="850"] Prestige Induction Cooktop[/caption]
How has the brand derived strength from innovation as a sustainable differentiating strategy adding to long-term brand equity? Please provide a few instances of measures implemented towards this goal.
Prestige has always developed productions by keeping consumer at the center. Each and every product innovation done by prestige comes from a deep consumer insight/ truth a few examples below
COOKER: Colour cookers & Induction Base. A cooker that not only looks good but also has different utilities. Multi-utility “Clip On Pressure Cooker” that can be used to saute, fry, deep fry and pressure cook
MXER GRINDER: Automatic – with timer function, Racer – One jar with 3 compatible lids for space saving
NONSTICK COOKWARE: 5 Layer Granite Cookware
ICT: Keep Warm Function, whistle counter
GAS STOVES: Duplex, HOBTOP, Schott Glass with Sabaf Burners for Efficiency and timer function
WATER PURIFIER: Traditional vessel with Modern Technology, With Copper/ Brass/ SS base
- What is the key leadership values that drives the brand.
For decades now prestige has maintained high standards in quality and customer service, most of our customers come back to prestige for all their kitchen needs thanks to the trust that we have built over the years. We also make sure that we listen to the market carefully and adapt accordingly. We cater to all sections of the society our range of products are available for everyone. The key values can be summarised in the below points:
Continuous product Innovations
Exclusive Retail Outlets
Largest Service Network
Comprehensive Sales and Marketing Network
Widest range of product offering
What type of employee satisfaction programs are conducted by your brand?
The organization has multiple programs in place for the employee to start with there are more than 5 types of Reward and recognition programs for different verticals which are monthly, Quarterly and Annual in Nature. Re-emphasised positive and growth based culture makes the difference, Employee Engagement programs are available for all factories including Town hall once a while and monthly meetings. Evaluation and measurement of job satisfaction is also taken up through third party once in couple of years.
Brand emphasis on employee training & development
There are annual training and development programs for all manufacturing units, S&M Operations and separate one for MEO category. All new joiners go through extensive training programs which is a quarterly affair.
The culture of oneness and performance in the organization is a big motivational tool, Irrespective of what background all functions are celebrated in office. There are long service award programs in place too.
Kindly elaborate on your existing & potential CSR activities.
CSR is an activity which is done on the group level. Few of the activity include free school for Kids in Tamil Nadu, running a blood bank and de-addiction centre in Bangalore
- Which area of social responsibility is more significant for your brand: Anything that the company can give back to the society is a significant step towards a better future
- What type of measures your brand has adopted to protect environment We are extremely sensitive towards the environment. From minimising use of thermocals, use of green manufacturing facilities wherever possible are few steps towards giving back to the environment