The Challenge:
Orient was seen as a brand which had a strong grip on a category ‘too far’ from females as they find it difficult to relate to and hence many apprehensions followed. The absence of any reference point in other categories (apart from fans) was a letdown for potential consumer’s information in the search stage. Hence a research needed to be conducted as to why this was happening and to understand consumer’s perception about Orient Electrics. The objective was to develop a Brand Plan for Orient Electric for the calendar year.
The Outcome:
Gaps were identified in terms of consumer awareness about the brand and brand recall. A positioning error was also highlighted and rectification plans were suggested. The role and importance of brand ambassador were also evaluated. The decision makers in a household were identified and a brief analysis was given regarding their perceptions and thought process.
Work:
A qualitative research was conducted in order to comprehend the consumer’s perception of the brand. The methodology that was used for the same was a focused group discussion. I assisted the FGD by selecting and facilitating the presence of target audience and moderator. The FGD was recorded and insight mining was conducted for the same. The 1.5-hour video was further edited to a 7-minute summary video in a structured and concise manner.