brand strategy- refined-low size
TRANSCRIPT
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V I R T U A L E Y E S
the
Brand StrategyA clear brand strategy is essential for creating, building &
sustaining a powerful BRAND
Integrated Brand Communications
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Introduction
Virtual Eyes, A Delhi based creative and designing
production house in the field of brand communication
has been working with Top Brands in Northern and
Eastern Region since 5 yrs having annual turnover of
more than Rs.550 Lakhs.
We at Virtual Eyes have been engaged in eye catching
and communicative visuals focusing upon the targeted
customers of our clients. We have been working with a
simple concept that there are simple thoughts, which
give birth to ideas, which are translated, to a conceptand then to a storyboarding which are translated in to
Ads, Ads into campaigns, Campaigns in to brands.
We are providing effective brand communication
solution for your product in following forms (digital,
direct, electronics and print advertising). We have
consistently provided high-quality creative in a cost-
effective manner and on time.
We provide total electronic communication production
services ranging from concept to distribution.
About Virtual Eyes
How your Brand Strategy works?
Why will our target customers buy from us vs. ourcompetitions?
What problem are we solving for our Customers? How do we create a defensible position that our
competition cannot compete against?
How will we communicate this difference? Articulate the reason we give customers to use our
brand
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What is in your brand?
A brand has now become one of the most vital aspects of any business strategy. The challenge we believe
branding is also one of the most misunderstood aspects of business strategy. Many managers consider a
brand a mere advertising function, and as such. It becomes about the management of the products
IMAGE or merely a supplementary task that can be isolated from the main strategy of that products
management. Our alternative involves six values around branding we hold:
We believe that branding is
A strategic point of view, and not merely a select set of activities It is a central and really at the core of creating customer value, and not simply just images. It is a key tool for creating, assessing, and maintaining a competitive advantage in the current
marketplace.
They are cultures, which can often take on a life of their own and they can circulate in society asconventional stories.
We believe that effective brand strategies must address the four distinct components of brandvalue.
Components of brand value
BrandValue
Reputation
Relationship
ExperientialSymbolic
Engineered
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Services Offered
Brand strategy and evaluation
We help companies understand what their customers and potential customers think of their brand,
develop brand positioning and strategies for strengthening their brands, and methods for measuring
the impact of their brand. Our services include qualitative and quantitative research and brand
strategy consulting.
How to approach a Brand Strategy Brand Analysis and evaluation Brand Building Brand repositioning strategy Advertising strategy, planning and selection of agency
Integrated Brand Communication
Our Brand communication strategy will be dependent on the research work carried out by our company .
It is only after this that we can suggest you a appropriate budget and strategy for promoting your brand.
Our integrated brand communication solutions are delivered using following modules
Direct A4 advertising Digital Advertising Outdoor Advertising
Electronics Print Media Advertising Corporate Branding
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How Weve Helped Others
Case Studies
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Brand Strategy for Retail Store
Background: Client comes from a Business house with exposures in
Textiles, Apparels, FMCG, &steel was running a single womens & mens
ethnic wear store 6000 sq ft. in size which had a gross turnover of Rs.150
million catering to middle class and rural population from Tier ii and Tier
iii cities.
Challenges: Client wanted to expand his market share and was looking
forward to increase his retail chain in Tier I and Tier II cities. Also the
need was for a management solution to control this expansion by
implementing organizational, operations, marketing and Branding
strategy.
Deliverables: We mapped up the problem area created an
organizational setup, redefined the operations, worked on their supply
chain, provided interim operation solutions, rearranged the vendor
management and sourcing.
Also provided strategy on category management and optimized profits
by running various Business healths checks up and came up with a
brand strategy, which would help company in its future expansion.
First Campaign: Creative Shoots
Conclusion: In 3 yrs time frame we were was able to add 4 new stores with an addition of 50000 Sq ft
retail space with combined sales of Rs.450 Million from these 5 stores. Company is looking forward to
opening 35 such stores with in northern India.
Retail Sector
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Second Campaign: Creative Shoots
Model: Juhi Parmar
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Third Campaign: Creative Shoots
Model: Prachi Desai & Sangeeta Ghosh
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Outdoor Artworks Hoardings, Kisoks
PR Exercise & Events:
It includes Interviews with owner (discuss future prospects of company) Prachi Desai & Juhi parmar as Brand Ambassador for the promotion of brand
in semi urban & rural areas.
Organised Shiv jagarans, Jagratasin semi rural areas.
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Customer Royalty Programs: Festive Offers, Free Coupons, Mailer Contests,
customer feedbacks
Artworks released in Newspapers/Magazines
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Retail Sector
Brand Strategy for Hi Fashion Retail Store
Background: Client wanted to Test launches an up-
market womens store format before rolling out in
other Tier 1 cities
Challenge: An entire new format was to be
conceived, tested & operated in a Tier ii city with no
choice of city and Retail space selection given to
us. This store was an up-market high street store of
around 15000 sq ft showcasing leading Indian
designers along with entire range of ethnic, western
and bridal wear ensemble.
Delivery: In the course of concept to
implementation new format was developed, new
vendors across the country were mapped,
merchandise planning, category planning,
Customer relationship management, brandpositioning and interim operations strategy was
provided and implemented.
Conclusion
Store was a big and within a year was catering to all high profile and upper class segment
buyers of the city.
Our Solutions: Creative Branding
First Campaign: Creative Shoots
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Artworks
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Customer Royalty Programs: It includes special discount coupons, offers,
feedback forms etc..
PR Exercise & Events:
The store was inaugurated by FamousModel/Actress Malika Arora Khan.
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Second Campaign: Creative Shoots
Artworks: Newspaper Ads
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Artworks
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Artworks released in
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Artworks released in News Papers
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Creative Shoots & Artwork for Lingerie
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Artworks
Creative Shoots & Artworks released for another Jwellery Store in Newspaper &
Magazines
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Brand Strategy for Shoe Manufacturer
Background: Client is a group in to varied retail operations catering to
Challenges: Expanding groups foray in to ever demanding needs of
Insights: The key to expanding the brand across audiences was to develop a forward
Creative Shoots & Artworks released in Newspaper & Magazines
Retail Sector
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Industry Segment
Re-Bars | PPR |PVC| Steel Pipes & Tubes
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Brand Strategy for Re-Bar Manufacturer
Background: Client was a manufacturer of Steel long products (TMT Bars) and was a market player in his
state of origin.
Challenges: Client had launched a new TMT Bars manufacturing unit in a new state neither with any
information on micro market scenario nor with any knowledge of Distributor and dealer marketing
network. Company wanted to sell its material through organized retail segment and needed our
strategic advice and implementation services.
Delivery: A primary Business Research was conducted throughout the state and vital inputs were
mapped. A marketing and brand strategy was populated and implemented.
Result: Client is well established in a relatively new market with an overall 30% share of TMT bars market
with in secondary market in that state within time period of 4 years
First Campaign: Creative Shoots & Artworks
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Second Campaign: Creative Shoots & Artworks
Corporate/ Technical Content preparation:
Hoardings
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Brochure
Calender
Artworks For Print Ads
Dealer Boards
Spiral Diary
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Third Campaign: Creative Shoots
Corporate/ Technical Content Preparation:
Hoardings
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Artworks for Corporate Magazine Ads
Artworks for Newspaper Ads
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Brand Strategy for PVC/PPR Manufacturer
Background: Client is one of the biggest manufacturer of PVC pipe and had put up a new unit for
manufacturing PPR pipes
Challenges: Client never had a retail network as majority of his output was supplied to corporate buyers.
Factory for PPR pipes was in a new location and market area for the PPR pipes was Rajasthan, Delhi NCR,
Haryana and Punjab. Selling through organized retail chain was the need and only solution possible.Brand was virtually missing
Delivery: A complete market research and mapping of entire value chain with in its marketing network was
done. A due diligence and financial analysis of entire vendors were conducted. Marketing and pricing
strategy of competitors was assessed and an integrated strategic approach including HR, operations,
marketing & sales and brand Strategy was implemented
Conclusion: Client has a complete knowledge of the market because of the research analysis done by us.
He has been able to get an initial foothold in the market and has a distribution network across the desired
market. Further inroads will be possible if client maintain and follows strict pricing and marketing policies.
Our Solutions:
Brand Images
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Corporate/Technical Content Preparation:
Estimate Pad
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Leaflet
Spiral Dairy
Corporate Brochure
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Brand Strategy for PVC Manufacturer
Background: Client is one of the largest manufacturers of steel long products and steel pipes and tubes.
Challenge: Client wanted to enter in the PVC pipe segment with a well-structured retail marketing policy.
Client was virtually new to the PVC retail market that was crowded by scores of local, regional and
national brands. Client also wanted the premium on his brand and had an aggressive marketing strategy in
his mind.
Delivery: A primary Business Research was conducted throughout the state and vital inputs were mapped.
A marketing and brand strategy was populated and implemented. Also solution like interim operation, HR
training and recruiting was offered.
As a Management consultant we provided our client with strategy and implementation services in
Marketing and sales, Business Research, Interim operation Management and Talent advantage
Conclusion: Today client is one of the leading established brand in PVC pipe market of its region and is
gearing itself for a nationwide marketing network by augmenting its manufacturing capacity.
Brand Images
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Dealer Boards
Hoardings
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Artworks For Magazine Ads
Event Show
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Brand Strategy for Steel Pipes & Tubes Manufacturer
Background: Client has acquired a closed production facility, which is one of the biggest tubes and
pipe-manufacturing unit across the region
Challenges: Client is new for this product market segment. We have to launch the product all over the
northern Indian in phase 1 and set up the organizational, HR and brand strategy in place along with
planning and implementation of marketing and sales strategies.
Our Solutions:
Brand Images
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Dealer Boards
Estimate Pad
Spiral Diary
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Brand Images
Spiral Diary
Distributor/Dealer Promotional Program
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Product Brochure
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Promotional Program Activities
Ad Film: Snap Shots, Time: 45 Seconds
Radio Jingles (ask for the sample)
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Government & Education
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Brand Strategy for Non-Profit Organization
Background: Client is a Non profit organization under Government of India undertaking working under the
Ministry of Social Justice & Empowerment. It is the largest artificial limbs manufacturing unit in entire South
Asia.
Challenges:
Our Solutions:
Corporate Presentation
Corporate Brochure
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Brand Strategy for Leather Saddlery & Harness goods
Manufacturer
Background: Client is an ISO 9001-2000, ISO 14001 & OHSAS 18001 certified company, established in
1977. It primarily manufactures & exports leather saddlery & Harness goods.
Challenges:
Insights:
Our Solutions:
Corporate Presentation
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Brand Strategy for Education Research Institute
Background: Client is a
Challenges:
Insights:
Our Solutions:
Corporate Presentation
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Contact US
VIRTUAL EYES PVT LTD.
C-9/ 702, Pearls Best Height II,
7th Floor, Netaji Subash Place, Ring Road,
New Delhi 110034
Switchboard: +91 11 4708 6987, 4709 0187
Facsimile: +91 11 4709 0188