In an extremely cluttered, commodity trade market in India, MAK Plywood Industries had the state of the art infrastructure and the expertise in manufacturing an industry-leading product. With decades of experience in the manufacturing and B2B segment, they had ventured into the B2C segment under the brand name Trojan Plywood.
However, even after having the required capabilities and aligning to the market demands, the business failed to make full utilization of its potential and was quite invisible in the market. Having approached us, the brand stakeholders wanted to mark an impact with their maiden business brand and set way to new product divisions that can increase their presence and market share.
ClientMAK Plywood Industries Pvt. LtdServicesBrand Strategy & Positioning, Identity System, Go - To Market Tools, Experiential Environments, Film & VideoAssociatesRadhika Prasad, Abhijith MandalYear2011Linkhttp://www.trojanply.com
Strategic Design Directions
Upon carefully understanding the brand business strategy, prevailing problem areas, competitors strategy, and the target users cognitive abilities we set forth a design direction, that would overhaul the existing brand in form of a brand refreshment exercise.
This brand refreshment exercise addresses all key existing problem areas and defines a new form of value creation and competitive advantage for the brand business.
Identity System
With an underlying design direction in place, we conceptualized a solution that embraced a story of establishing "change". The story revolved around "Autumn" as a seasonal change, that in general resonates a positive emotion and everyone cherishes.
This concept was meticulously intervened with the new brand identity system in reminiscence to the old visual identity so as to nurture the interest of the existing brand users as well as to cater to the needs of new target audiences.
Further, this process led to the development of a brand architecture system, that introduces new product variants in order to fulfill the demands of the business strategy of catering to various consumer tiers and yet establishing a unified vision.
Go To Market Tools
With the creation of a strong brand architecture system and underlying design strategy of establishing change, the following required marketing tools shortlisted by the brand business, reflects the same in order to distinctively communicate and help the brand sales force to sell better
Experiential Environment
As their involved business strategy to be part of various trade fairs and exhibitions, our intervention in setting up an experiential installation embracing the same values of the brand refreshment exercise in lieu of a conventional stall at a large footprint trade fair helped the brand to connect better and created a lasting impression within their target audience group.
Film and Video
Anticipating the need for the brand to communicate better, we further intervened to concpetulaize, develop and produce suitbale docudramas and motion videos, that the brand business can rely upon as and when required to communicate or connect with their respective target audience in the new digital era.
Impact
With our close collaboration in working with the brand owners, understanding their business strategy, key problem areas, and channelizing their aspirations with our integrated design solutions embracing human-centric values, helped the brand business to connect better with their respective target audience and escalated their growth in the extremely cluttered building construction industry.
Today, Trojan Plywood feels proud to be among the most sought product within their respective industry in south India.