Case Studies

Many Brands: One Communication

About the Customer

The conglomerate is one of India’s youngest and fastest business groups with diversified interests. It is amongst the country’s corporate thought leaders with multiple retail formats that connect diverse categories of Indian buyers, sellers and businesses.

Our Diagnosis

• Need for a Communication solution that stated the group’s business philosophy and belief in a straightforward manner. As the corporate brand and product brands were competing with each other, there was an urgent need to clearly position each brand without losing focus of the Group’s identity. All stakeholders had to be communicated the benefits of leveraging the strength of the Group’s integrated business plan
• The need for business diversification was not being captured in online communications, leading to a fuzzy view of the various businesses of the Group outside the retail vertical
• Need to consolidate overall Group messaging within and between multiple business units. There was a serious need to imbibe the Group’s all-inclusive philosophy in all its diversified business interests

Our Strategy

• Synergize the various business units of the Group and reposition them as strategic allies rather than competitors
• Establish the strategic rationale of the Group in each of its businesses by underscoring the successes along with acknowledging the authority of the team-members behind the achievements
• Showcase a composite message in a clear and powerful manner without diluting the USP of each brand

Our Approach

• Original content along with a clutter-free and visually-pleasing design by delineating all businesses in three primary business verticals
• Utilizing a cohesive messaging spectrum in all communication
• Addressing key communications for investors / analysts to showcase clear-cut strategy and execution
• Sustained efforts on the SEO front to ensure high search rankings for the Group across all search engines

Resulting Benefits

• Increasing the perception quotient among key stakeholders ─ investors, employees and customers ─by presenting the Group as a professionally run, socially inclusive business entity and demonstration of the success of the business model by highlighting the key achievements of the Group
• Group positioning by focusing on integrated business verticals rather than diversified business interests
• Single philosophy encapsulating the Group vision that emphasizes focused synergy rather than competition between the various business verticals