Context:
The client is a regional market leader in the kids’ products segment with a powerful brand. The company wants to expand its presence in newer geographies, both nationally and internationally. To achieve this goal, the company needs a clear brand proposition, market-ready expansion plan, and strategy.
The Ask:
The Client wants to develop a comprehensive brand strategy that includes defining the brand’s vision, target audience, USP, differentiation, positioning, channels of operations, customer experience, macro business model, risk and mitigation strategy, cross-group synergies, KPMG SWOT™, and Strategy Diamond™.
The Activity:
The first step in developing a brand strategy for the brand was to identify the brand’s vision and purpose. The company wanted to create a brand that offered safe, innovative, and high-quality products for kids. The target audience was parents with kids aged between 0-6 years. The brand’s USP was to provide a range of products that catered to the specific needs of each age group, including safety, comfort, and style. The brand’s positioning was as an affordable premium brand, offering high-quality products at a reasonable price.
The next step was to define the channels of operation for the brand. The company decided to sell its products through multiple channels, including online platforms, retail stores, and exclusive brand stores. The customer experience was a critical component of the brand strategy. The company aimed to provide a seamless and delightful customer experience across all brand channels, from the initial product discovery to post-sales support.
The macro business model of the brand was defined by identifying the areas of risk and developing a mitigation strategy. The company identified several risks, including changing customer preferences, supply chain disruptions, and competition from established brands. To mitigate these risks, the company decided to invest in product innovation, build a robust supply chain, and create a strong brand image.
The innovation component of the brand strategy was focused on leveraging cross-group synergies. The company had several other businesses in the kids’ products segment, including clothing and accessories. The company decided to leverage these synergies by creating a range of products that complemented each other, offering customers a one-stop-shop for all their kids’ product needs.
The Anticipated Outcome:
The brand strategy developed helped the client define a clear and compelling brand proposition for its brand. The company was able to identify the target audience, USP, differentiation, positioning, channels of operations, customer experience, macro business model, risk and mitigation strategy, cross-group synergies, KPMG SWOT™, and Strategy Diamond™. The brand strategy provided the company with a roadmap for expanding its presence in newer geographies, both nationally and internationally, while mitigating the risks and leveraging cross-group synergies to create a strong brand image, which would ultimately benefit the company’s stakeholders.
Testimonial :
https://drive.google.com/file/d/1wKB71aMpnmRP4yZBTAqRJb6Qy_Gglwae/view