EMPERIO Marketing Lab
All worked cases

Brief a washer launch in Kochi

Kochi, Kerala · Fictional practice case

The decision

A fictional appliance company wants a single campaign across stores, short video and search. Its lab cycle uses 42 litres versus 60 litres on its comparison model. Sales staff currently describe the saving as “half the water.”

Write the campaign promise and a pitch scorecard.

Worked solution

Reveal the visual and solution
Case at a glance
42 L versus 60 L in a stated cycle. 30% less water in the comparison. One proof point across media
  1. Compute (60 − 42) ÷ 60 = 30%. Define the comparator and cycle. Replace the unsupported half-water claim and verify that the use case matters to buyers.
  2. Brief agencies on household laundry, the comparison proof and a story in which a shopper sees the demo. Video builds understanding, search handles comparisons and retail shows proof.
  3. Score pitches on claim accuracy, customer comprehension, feasibility and costs. Assign a single approval owner and test unaided recall before committing to production.

Review the marketing concepts