We were approached by a European apparel firm to help create a pragmatic marketing plan linked to business goals. Their primary objective was to create awareness of their brand offering and premium priced products in a select geographical region within a limited budget.
Engagement Overview : Centric was engaged to help them define their positioning in an Indian context and create a focussed marketing strategy. We began by reviewing the brand fundamentals – identifying the target customer, reviewing the merchandise mix, mapping the competitive environment and understanding the brands history and strengths.
Methodology : We conducted extensive primary research on customer profiling and purchase behaviour (through shopper observation, merchandise mix analysis and customer interviews). Our consultants also reviewed merchandise mix in terms of top sellers across categories and mapped the same to product road map. In addition, we also closely reviewed competition offering and communication to understand the drivers of choice in this category of apparel, in the Indian context.
Brand Review : Based on our proprietary tool kit we were able to help align brand positioning and determine clear gaps in the product mix on the basis of real user pen pictures. We worked closely with the client’s marketing team to create a calendarized marketing plan linking product launches to marketing communication and promoting brand awareness. Our recommendations included a mix of traditional media (newspaper + radio for announcement), PR for credibility building and a visual driven digital out-reach programme.
Brand Strategy & Marketing Communication : We helped align their brand communication strategy to include key pillars of global positioning, brand building measures and product launches in an integrated manner for maximum impact. We also helped the client identify the right agencies to work with in terms of media and PR – in a results driven manner.