CASE STUDY: PRASANNA PURPLE
+ Communication Design
+ BTL Activities
An emphatic repositioning
Pune-based ‘Ekbote’ is an acknowledged name in solid wood furniture. With exclusive showrooms in Pune and Kolhapur, Ekbote also has presence in Bengaluru and Chennai.
A classy look with the touch of finesse is the key attribute of this brand. Backed by a state-of-theart manufacturing facility and priding on a 60-year legacy, the Ekbote brand has enjoyed a strong relationship with patrons for more than two generations.
Getting out of the shell
But being a local player with limited presence outside Pune and Maharashtra, the brand just wasn’t taking off. The actual production volume and the installed capacity were at variance. Fully utilizing the capacity as well as moving out of the local market to be a national player was the challenge the Ekbote management was faced with.
It called for a brand restructuring exercise. Accordingly, the sas team was tasked with the job of repositioning the brand for a young and modern TG in diverse communities and cultures across the selected states.
A new message, a new look
A new communication platform was also created to target the new, young and dynamic TG showcasing values and togetherness, with the furniture considered as part of the family. We subtly associated the brand with the TG’s attitude and buying preferences, based on market studies in some other states. ‘Crafting Relationships since 1960’ was the bottomline on which we based the identity as well as the marcom. All Ekbote showrooms were done up as per the new brand guidelines. The collaterals were also impressive and impactful.
The refreshing look and the finely targeted communication worked wonders. Brand Ekbote opened two new showrooms within the span of 1 year in Pune area. One more branch at Chennai soon came up, with increased sales and footfalls like never before.
Brand perception and value creation can change business goals!