BRAND AWARENESS STRATEGY For an Ayurvedic promoting brand and Spa, KALPAVEDA, New Delhi
BRAND AWARENESS STRATEGY For an Ayurvedic promoting brand and Spa, KALPAVEDA, New Delhi
KEY GOALS OF STRATEGY The aim of the strategy for Kalpaveda Ayurveda in the market is to position itself as a premium lifestyle brand in the Personal Care and Wellness Industry. Distribution: Create a presence in the market to gain whole share and increase profits and carefully distributing the plan in various cities.
Customer experience: Provide the Ayurvedic experience for holistic wellness by treating engaging customer experience across all channels including customer experience and online through modern technology.
Consumer: Create Awareness in the market creating a string integrated m arketing campaign across various channels online and offline and using terms relevant to the customer which further results in creating a demand for the brand.
Design a strategic awareness plan for an ayurvedic brand called KALAPAVEDA, situated in New Delhi.
OBJECTIVES
OPPORTUNITY MAPPING Peace
Healthy Medicine
Human
Ancient
1. Study the brand and its value. 2. Identifying the problem space which is creating an awareness campaign for the brand promoting Ayurveda. 3. Suggesting different solutions for the same.
Nature AYURVEDA
Lifestyle
DESIGN BRIEF
Inner self
Methodology
Spa Therapy Balance
Doshas
Products
VISION STATEMENT Reviewing the project and summarizing the key results1. Challenges in the project• Identifying the Target audience. • Creating a Strategic plan to promote Kalpaveda products and Spa and Ayurveda in a way which is user friendly as well interactive with the targeted audience.
• Color scheme to be kept in mind according to the concept. • Also, how information can be • delivered in different forms and communicated in an innovative way.
2. Benefits from the solutions to these challenges• More interactive space to interact with would be created yet fulfilling the need of delivering information and creating awareness about the brand as well Ayurveda.
1. Secondary Research 2. Primary Research and Design Thinking -Opportunity Mapping -Vision Statement -Innovation Brief AIDA Model keeping in mind.
BRAND AWARENESS ST COMPANY OVERVIEW
Interactive Communication
Convincing
Awareness
Reaching out to larger Audience
Values- Pure, authentic, real, true.
Vision/ PhilosophyKalpaveda envisages a world where everyone leads a healthy & joyful life, in balance with his or her inner self and external surroundings
INNOVATION BRIEF METHOD
Mission- Kalpaveda aims to channelize the profound wisdom enshrined in our Ayurvedic texts to offer everyone a way to embrace the therapeutic essence of this science in each and every aspect of their life.
Product Category- Apparel, Jewellery, Aromatherapy, Pashmina, Personal Care, Shop by Dosha.
Developing innovation brief for each audience.
Reviewing the Vision statement. Considering the audiences.
Refine and deliver the innovation.
Message Awareness of the Brand and Ayurveda
Intended Audience Early Millennials Later Millennials
Medium Online and Offline platforms
Natural Products- A top priority Products with Attributes- health, Healing, Protection, Comfort Need for experience
TARGET MARKET CONSUMER OVERVIEW Generation X- (35-45)
It divides all communications into three aspects: the message, the intended audience, and medium through which it is delivered.
CONSUMER OVERVIEW
Early adopters
Later Millennials (26-34) Professionals Lead fast-paced and active lifestyles Major consumers of Media like Online newspapers, Social media etc. Enjoy visiting new places and experience different culture. Dine out at gourmet restaurants. Mobile generation- Devices for research, Social connecting, Banking etc.
Brand Awareness Distribution Engaging Customer Experience
High quality Products Natural ingredients Authentic Remedial
RATEGY FOR KALPAVEDA STRATEGIC OVERVIEW
WEBSITE
MOBILE APPLICATION
PACKAGING
PROMOTIONS
RETAIL PRESENCE
IN- STORE EXPERIENCE
MEDIA STRATEGY DIGITAL
SOCIAL MEDIA
WEBSITE
MOBILE APP
YOUTUBE
SNAPCHAT
MAGAZINE ADS
PR AND EVENTS
Launch Events
Bloggers
Trade Shows Public shows and Events
BRAND AWARENESS ST
Designed Webpages
RATEGY FOR KALPAVEDA Packaging-
Importance of product labels to know more about the content, sourcing and benefits provided by the product. SOLUTION Biggest concern (Common problems to the target audience)Skin concern, Acne, Ageing
Designing packaging label in such a way that it gives the aesthetic sense of the brand to the customer and is promising in the look itself. Effective, True, Organic
Introducing Travel packaging for the distribution of samples
Complimentary In-store services for customers as a Promotional event.
Consumer is willing to try out new products in the market with Ayurveda, if given the right knowledge and have a chance to sample the products as well as experience. SOLUTION Heavy distribution of samples amongst the target consumer market.
BRAND AWARENESS ST Blog-
Influencers and Bloggers have a way to creating desire amongst the audience, especially through Social media as people are engaged so much into it nowadays.
Increased social media branding for more accessibility and interaction with SOLUTION the consumer. Blogging would also aware the consumers about Ayurveda which is one of the visions of the brand, Kalpaveda.
Mobile Application-
Main aim - Integrating the online and offline experience and will bring the Ayurvedic experience tailored to customer’s specific needs on their mobile screens
It will be like their personal wellness consultant.
RATEGY FOR KALPAVEDA
BRAND AWARENESS ST
Live streaming of the events happening in store.
A personal consultant on the go for all kinds of queries ranging from skincare, personal wellness, dietary habits, how to use a particular product, benefits, ingredients of a product etc.
New Arrivals will show the latest offerings by the brand in terms of products and services.
RATEGY FOR KALPAVEDA
Shopping Cart Icon will always be present on the upper right corner for the customer’s convenience. It will also have an option of using discounts for regular customers.
A wellness blog on promoting a healthy lifestyle. Articles on beauty, recipes, home remedies, yoga, etc. An attempt at connecting to the consumer’s idea of wellness and Ayurveda.
With the help of the appointments section, the consumer can book as well as modify their in-store services. This calendar can be synchronized with the phone calendar for better planning for the consumer.
While browsing through the application, the consumer has the option of clicking on the ‘heart’ to mark it as a favorite, so that you can always come back to it later.
BRAND AWARENESS ST
Link to social media profiles of the brand. Certain number of stars for joining each social media platform and additional points for engaging with the brand on these profiles.
The QR scanner enables the customer to scan the QR code of a product and get more information on its benefits, ingredients. Most importantly it will give a rating on how beneficial it is for the customer specifically.
RATEGY FOR KALPAVEDA CONCLUSION
The effectiveness of the awareness and the whole solution space for different aspects of the brand has been delivered to some extent. Brand Awareness Exposure to wider audience. Increased Customer Engagement Promotions Packaging Retail experiences Mobile ApplicationDesigned for several age groups. Points like font, easy navigation, easy language, preferably visuals talking – has been kept in mind. Color scheme has been kept in mind according to the brand.