GETTING TO KNOW THE PRODUCT
A new entrant in an highly unorganised segment, Elegant was already retailing in the city of New Delhi and the neighbouring cities. As a small manufacturer, you are always at the receiving end of the retailers who often are the ones dictating terms. To solidify their foothold, reach and entry in more markets, they needed a solid strategy backed with excellent design.
A careful study of the local as well as the regional market threw some interesting insights. For most car buyers, the seat covers are given as a freebie from the car manufacturers. For a majority of customers, too much thought does not go while purchasing a seat cover. The practical advantage of using special seat covers for the intense summers is also not realised immediately. In the market flooded with PU covers, fabric seat covers were a different choice, yet the advantages were not clearly articulated. This brought forth the idea of “Warm in winters and cool in summers”
An elaborate catalogue of products was planned. The large 30cm x 30cm, 48 page catalogue with over 100 designs, pitched the company as one of the largest manufacturers of fabric sear covers. In simple terms, just a catalogue with this diversity of seat covers helped in increasing the penetration in retail showrooms. Coupled with OEM agreements with large car manufacturers in India meant that there was no looking back.
While an impressive brochure made the point, the brand needed more interaction with the audiences.
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