Sagar AgarwalMBA, IIT Kanpur

About Jaipur Rugs

Present Branding Issues

Work Plan: Branding Strategy

Phase 1 – Analyze

Phase 2 – Plan

Phase 3 – Deploy & ReviewJaipur Rugs: Strategy Work Plan 2013-14 2

ContentsContents

Present IssuesPresent IssuesThe Mission and Vision statement:

Seems driven by Jaipur Rugs FoundationLacks any mention of core competencies

Low Customer intimacyNo channel for end user feedback / review of productsCan the users tailor products as per their needs ?

Lack of Brand Awareness, leads to lower marginsCreating a sense of exclusivity which leads to market pullCreating a exclusive ethnic Indian brand for the west !

Low brand penetrationLack of customized Branding Strategy for different export

marketsConsumer Behaviour and buying patterns differs across

geographical regionsA marketing strategy for Americas may not fit European

Customers ! Jaipur Rugs: Strategy Work Plan 2013-14 3

Phase 1 - AnalysisPhase 1 - AnalysisAnalyze Corporate Identity - Stakeholders view about the

company and products• Interaction with Customers and Employees• Market Surveys and Customer engagement• Get review about products through online channels

Facebook page Company’s online sales portal

Analyze the branding strategy of key competitors• How do customers perceive competitors brand (Perceptual

Maps)• Branding and communication channels deployed by

competitorsAnalyze the YoY sales and business data for all the regions

• Analyze in which markets are growing in terms of sales and customer awareness

• Analyze in which markets we need improvement in sales, marketing, and branding

Quantitative Assessment of current brand equityJaipur Rugs: Strategy Work Plan 2013-14 4

Phase 2 - PositioningPhase 2 - PositioningConverge on the Positioning for Jaipur Rugs, Based on,

- Results of Phase 1

- Resource mapping.

Consolidate Positioning, get corporate brand clear

within internal organization, a priori.

Internal seminars and workshops to introduce

employees to new branding and positioning strategy

Regular mailers to reinforce the message passed in

step 1.

Jaipur Rugs: Strategy Work Plan 2013-14 5

Phase 2 – Action PlanPhase 2 – Action Plan Creating a prominent brand logo which is prominently identified across

the Globe Leverage the authentic Indian touch of products

Create and ship brochures along with product, depicting the story behind making of product

This will create stronger brand association and increase the exclusivity feature

Tie up with leading home décor companies which endorse the brand Jaipur This can be done on regional basis and can be promoted through

online portal. Will create a strong perception of quality among end users

Product Categorization Exclusive Products – On which company can charge premium – Ex –

Hand Knotted Silk products The Catalog information would be synonymous with exclusive

brand image Regular or value for money Products – Ex Durries

Promotion through Trade Fairs & Art Galleries Brand Associations- Celebrity endorsement [Long Term]Jaipur Rugs: Strategy Work Plan 2013-14 6

Phase 2 - Customer EngagementPhase 2 - Customer EngagementInform existing & prospective customers about

new product launches and innovations• Direct mailers • Facebook pages• Print Brochures• Selected Magazine Columns.

Collect feedback on the recent purchases through web page

Custom Design Option• Allow users to create their own design online• Jaipur rugs will subsequently ship them customized

final product

Jaipur Rugs: Strategy Work Plan 2013-14 7

Phase 3 - Deploy and ReviewPhase 3 - Deploy and ReviewDeploy the new branding strategy in select

regions• Evaluate region wise performance of the

branding strategy• Based on the customer feedback do deployment

in other geographical locationsAnalyze the impact through metrics such as

ROM (Return on marketing) = Increase in sales/ (Branding + Marketing ) Expense

Feedback the leanings of the outcomes into the next stage

Jaipur Rugs: Strategy Work Plan 2013-14 8

Future Brand ExtensionsFuture Brand ExtensionsLong Term StrategyLong Term Strategy

Depending upon the Positioning [derived from core

competency] for Jaipur Rugs, some example for

future brand extensions are presented.

• Interior Designing Services leveraging our design and

innovation.

• Product List Extension to enhancing the cultural

richness of our offerings.

Jaipur Rugs: Strategy Work Plan 2013-14 9