Our client is a tech-enabled green business start up. The firm was established by technical experts who want to create solutions for urban living. Their business goal was to create a sustainable, profit making enterprise that provided real solutions to solid waste management problems.
Engagement Overview : Centric was engaged in early, pre-funded stage to help them define their brand positioning and product offering. The firm also requested for support regarding a differentiated message that would help them stand out from the crowd and achieve profitable growth over a period of time.
Methodology : At the start of the engagement we reviewed published secondary research on the competitive context and available solutions (both in India and abroad). We also interacted with several influencers of the green movement in Bangalore to understand the expert’s opinion of the solutions required in the near future. We also spoke to potential buyers (individuals and corporates) to understand the drivers of choice for the category.
Brand Review : Based on our proprietary tool kit we were able to identify gaps in the market (current and future), customer needs our client could address and potential user cluster that were high value and low hanging. We also worked closely with the client to define a product road map that linked product type with customer cluster for sharper positioning.
Key Deliverables : We helped define a brand strategy that included the key pillars of positioning and a long term marketing vision based on points of differentiation and triggers for trial. We also suggested certain forms of communication better suited to induce ‘habit change’ and upgrade buyers from low-priced widely known options to premium, performance driven products.
Brand Strategy & Marketing Communication: Today, our client has a strongly differentiated brand positioning supported by a well articulated product promise. They have created a premium product line (with clearly defined SKUs) to meet the needs of consumers across B2B and B2C clusters and are poised for profitable growth. Centric has provided them with strategic brand support, on-going marketing consulting services and marketing collateral for launch (website, brochure, social media templates etc).