Creating a Brand - Handicrafts Manufacturer

By Marketing, 3EA
Creating a Brand - Handicrafts Manufacturer

Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.

The foundation of your brand is your logo. Your website, packaging as well as promotional materials should integrate your logo and communicate your brand.

The case study we are displaying here is about a handicrafts manufacturer. This was an entrepreneur run business which sold mainly wall hangings. A small set up that sold locally but had an entrepreneur with a great vision. We at 3EA do believe that

"An entrepreneur is someone who has a vision for something and the want to create it"

Similar was the case for this handicraft manufacturer. His objective was to shift from the local model to develop a brand. A brand of "Art" and target art lovers first in Lucknow, then in India and then in other global markets.

In order to begin with the brand building process we first conducted an in-depth research of the following

  1. Current Market Scenario
  2. Competitors
  3. Consumer Preferences
  4. Interior Decorator Preferences

The research included primary as well as secondary data collection. Unstructured surveys with conversational interviews, focused group interviews of interior decorators and a detailed structured consumer survey.

Data obtained through the above means was analyzed to develop insights into

  1. The USP of the brand's product and point of differentiation
  2. Brand positioning strategy
  3. New business models for expansion of the brand
  4. Channel strategy for business expansion
  5. Identification of possible brand associations / alliances

Brand development started from the creation of brand logo further moving on to an e-commerce website, social media pages and other marketing collaterals. Defined standards were created for selling of products with the creation of a brand manual for further expansion possibilities of the brand.

One of the key strategies identified for this client were the brand alliances. Opportunities were identified and approached through the medium of partnerships which helped shape the business model of this newly created brand.

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Article by: Marketing, 3EA