V I R T U A L E Y E S

the

Brand Strategy
A clear brand strategy is essential for creating, building &
sustaining a powerful “BRAND”

Integrated Brand Communications

 Introduction

About Virtual Eyes

Virtual Eyes, A Delhi based creative and designing
production house in the field of brand communication
has been working with Top Brands in Northern and
Eastern Region since 5 yrs having annual turnover of
more than Rs.550 Lakhs.

We at Virtual Eyes have been engaged in eye catching

and communicative visuals focusing upon the targeted
customers of our clients. We have been working with a
simple concept that there are simple thoughts, which
give birth to ideas, which are translated, to a concept
and then to a storyboarding which are translated in to
Ads, Ads into campaigns, Campaigns in to brands.

We are providing effective brand communication

solution for your product in following forms (digital,
direct, electronics and print advertising). We have
consistently provided high-quality creative in a cost-
effective manner and on time.
We provide total electronic communication production
services ranging from concept to distribution.

How your Brand Strategy works?

• Why will our target customers buy from us vs. our
competitions?

• What problem are we solving for our Customers?

• How do we create a defensible position that our

competition cannot compete against?

• How will we communicate this difference?

• Articulate the reason we give customers to use our

brand

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What is in your brand?

A brand has now become one of the most vital aspects of any business strategy. The challenge we believe
branding is also one of the most misunderstood aspects of business strategy. Many managers consider a
“brand” a mere advertising function, and as such. It becomes about the management of the products
IMAGE or merely a supplementary task that can be isolated from the main strategy of that products
management. Our alternative involves six “values” around branding we hold:

We believe that branding is

• A strategic point of view, and not merely a select set of activities

• It is a central and really at the core of creating customer value, and not simply just images.
• It is a key tool for creating, assessing, and maintaining a competitive advantage in the current
marketplace.
• They are cultures, which can often take on a life of their own and they can circulate in society as
conventional stories.
• We believe that effective brand strategies must address the four distinct components of brand
value.

Components of brand value

Reputation

Relationshi
Engineered
p

Brand
Value

Symbolic Experiential

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Services Offered
Brand strategy and evaluation

We help companies understand what their customers and potential customers think of their brand,
develop brand positioning and strategies for strengthening their brands, and methods for measuring
the impact of their brand. Our services include qualitative and quantitative research and brand
strategy consulting.

• How to approach a Brand Strategy

• Brand Analysis and evaluation
• Brand Building
• Brand repositioning strategy
• Advertising strategy, planning and selection of agency

Integrated Brand Communication

Our Brand communication strategy will be dependent on the research work carried out by our company.
It is only after this that we can suggest you a appropriate budget and strategy for promoting your brand.

Our integrated brand communication solutions are delivered using following modules

• Direct A4 advertising
• Digital Advertising
• Outdoor Advertising
• Electronics
• Print Media Advertising
• Corporate Branding

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How We’ve Helped Others

Case Studies

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Retail Sector
Brand Strategy for Retail Store
Background: Client comes from a Business house with exposures in
Textiles, Apparels, FMCG, &steel was running a single women’s & men’s
ethnic wear store 6000 sq ft. in size which had a gross turnover of Rs.150
million catering to middle class and rural population from Tier ii and Tier
iii cities.

Challenges: Client wanted to expand his market share and was looking
forward to increase his retail chain in Tier I and Tier II cities. Also the
need was for a management solution to control this expansion by
implementing organizational, operations, marketing and Branding
strategy.

Deliverables: We mapped up the problem area created an

organizational setup, redefined the operations, worked on their supply
chain, provided interim operation solutions, rearranged the vendor
management and sourcing.
Also provided strategy on category management and optimized profits
by running various Business healths’ checks up and came up with a
brand strategy, which would help company in its future expansion.

Conclusion: In 3 yrs time frame we were was able to add 4 new stores with an addition of 50000 Sq ft
retail space with combined sales of Rs.450 Million from these 5 stores. Company is looking forward to
opening 35 such stores with in northern India.

First Campaign: Creative Shoots

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Second Campaign: Creative Shoots

Model: Juhi Parmar

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Third Campaign: Creative Shoots

Model: Prachi Desai & Sangeeta Ghosh

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Outdoor Artworks Hoardings, Kisoks

PR Exercise & Events:

• It includes Interviews with owner (discuss future prospects of company)

• Prachi Desai & Juhi parmar as Brand Ambassador for the promotion of brand
in semi urban & rural areas.

• Organised ‘Shiv jagarans’, ‘Jagratas’ in semi rural areas.

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Customer Royalty Programs: Festive Offers, Free Coupons, Mailer Contests,
customer feedbacks…

Artworks released in Newspapers/Magazines

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Retail Sector
Brand Strategy for Hi Fashion Retail Store
Background: Client wanted to Test launches an up-
market women’s store format before rolling out in
other Tier 1 cities

Challenge: An entire new format was to be

conceived, tested & operated in a Tier ii city with no
choice of city and Retail space selection given to
us. This store was an up-market high street store of
around 15000 sq ft showcasing leading Indian
designers along with entire range of ethnic, western
and bridal wear ensemble.

Delivery: In the course of concept to

implementation new format was developed, new
vendors across the country were mapped,
merchandise planning, category planning,
Customer relationship management, brand
positioning and interim operations strategy was
provided and implemented.

Conclusion
Store was a big and within a year was catering to all high profile and upper class segment
buyers of the city.

Our Solutions: Creative Branding

First Campaign: Creative Shoots

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Artworks

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 Customer Royalty Programs: It includes special discount coupons, offers,
feedback forms etc..

PR Exercise & Events:

• The store was inaugurated by Famous

Model/Actress“ Malika Arora Khan”.
Artworks: Newspaper Ads…

Second Campaign: Creative Shoots

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Artworks

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Artworks released in

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Artworks released in News Papers

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Creative Shoots & Artwork for Lingerie
Retail Sector

Brand Strategy for Jewellery Store

Background: Client is a group in to
varied retail operations catering to

Challenges: Expanding group’s foray

in to ever demanding needs of

Insights: The key to expanding the

brand across audiences was to
develop a forward, fresh creative
look each season that would appeal
emotionally to a wide segment of
women.

Results: We elevated the brand among a female audience, while expanding client’s core
customer base.

Our Solutions: Creative Branding

First Campaign: Creative Shoots

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Artworks

Creative Shoots & Artworks released for another Jwellery Store in Newspaper &
Magazines

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Retail Sector
Brand Strategy for Shoe Manufacturer
Background: Client is a group in to varied retail operations catering to

Challenges: Expanding group’s foray in to ever demanding needs of

Insights: The key to expanding the brand across audiences was to develop a forward

Creative Shoots & Artworks released in Newspaper & Magazines

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 Industry Segment

Re-Bars | PPR |PVC| Steel Pipes & Tubes

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Brand Strategy for Re-Bar Manufacturer
Background: Client was a manufacturer of Steel long products (TMT Bars) and was a market player in his
state of origin.

Challenges: Client had launched a new TMT Bars manufacturing unit in a new state neither with any
information on micro market scenario nor with any knowledge of Distributor and dealer marketing
network. Company wanted to sell its material through organized retail segment and needed our
strategic advice and implementation services.

Delivery: A primary Business Research was conducted throughout the state and vital inputs were
mapped. A marketing and brand strategy was populated and implemented.

Result: Client is well established in a relatively new market with an overall 30% share of TMT bars market
with in secondary market in that state within time period of 4 years

First Campaign: Creative Shoots & Artworks

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Second Campaign: Creative Shoots & Artworks

Corporate/ Technical Content preparation:

Hoardings

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Brochure
Spiral Diary

Calender
Dealer Boards

Artworks For Print Ads

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 Third Campaign: Creative Shoots

Corporate/ Technical Content Preparation:

Hoardings

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Artworks for Corporate Magazine Ads

Artworks for Newspaper Ads

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Brand Strategy for PVC/PPR Manufacturer
Background: Client is one of the biggest manufacturer of PVC pipe and had put up a new unit for
manufacturing PPR pipes

Challenges: Client never had a retail network as majority of his output was supplied to corporate buyers.
Factory for PPR pipes was in a new location and market area for the PPR pipes was Rajasthan, Delhi NCR,
Haryana and Punjab. Selling through organized retail chain was the need and only solution possible.
Brand was virtually missing

Delivery: A complete market research and mapping of entire value chain with in its marketing network was
done. A due diligence and financial analysis of entire vendors were conducted. Marketing and pricing
strategy of competitors was assessed and an integrated strategic approach including HR, operations,
marketing & sales and brand Strategy was implemented

Conclusion: Client has a complete knowledge of the market because of the research analysis done by us.
He has been able to get an initial foothold in the market and has a distribution network across the desired
market. Further inroads will be possible if client maintain and follows strict pricing and marketing policies.

Our Solutions:

Brand Images

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Corporate/Technical Content Preparation:

Estimate Pad

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 Leaflet

Spiral Dairy

Corporate Brochure

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Brand Strategy for PVC Manufacturer
Background: Client is one of the largest manufacturers of steel long products and steel pipes and tubes.

Challenge: Client wanted to enter in the PVC pipe segment with a well-structured retail marketing policy.
Client was virtually new to the PVC retail market that was crowded by scores of local, regional and
national brands. Client also wanted the premium on his brand and had an aggressive marketing strategy in
his mind.

Delivery: A primary Business Research was conducted throughout the state and vital inputs were mapped.
A marketing and brand strategy was populated and implemented. Also solution like interim operation, HR
training and recruiting was offered.
As a Management consultant we provided our client with strategy and implementation services in
Marketing and sales, Business Research, Interim operation Management and Talent advantage

Conclusion: Today client is one of the leading established brand in PVC pipe market of its region and is
gearing itself for a nationwide marketing network by augmenting its manufacturing capacity.

Brand Images

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 Dealer Boards

Hoardings

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Artworks For Magazine Ads

Event Show

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Brand Strategy for Steel Pipes & Tubes Manufacturer
Background: Client has acquired a closed production facility, which is one of the biggest tubes and
pipe-manufacturing unit across the region

Challenges: Client is new for this product market segment. We have to launch the product all over the
northern Indian in phase 1 and set up the organizational, HR and brand strategy in place along with
planning and implementation of marketing and sales strategies.

Our Solutions:

Brand Images

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 Dealer Boards

Estimate Pad

Spiral Diary

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 Brand Images

Spiral Diary

Distributor/Dealer Promotional Program

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Product Brochure

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Promotional Program Activities

Radio Jingles (ask for the sample)

Ad Film: Snap Shots, Time: 45 Seconds

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Government & Education

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Brand Strategy for Non-Profit Organization
Background: Client is a Non profit organization under Government of India undertaking working under the
Ministry of Social Justice & Empowerment. It is the largest artificial limbs manufacturing unit in entire South
Asia.

Challenges:

Our Solutions:

Corporate Presentation

Corporate Brochure

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Brand Strategy for Leather Saddlery & Harness goods
Manufacturer
Background: Client is an ISO 9001-2000, ISO 14001 & OHSAS 18001 certified company, established in
1977. It primarily manufactures & exports leather saddlery & Harness goods.

Challenges:

Insights:

Our Solutions:

Corporate Presentation

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Brand Strategy for Education Research Institute
Background: Client is a

Challenges:

Insights:

Our Solutions:

Corporate Presentation

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 Contact US

VIRTUAL EYES PVT LTD.

C-9/ 702, Pearls Best Height – II,

7th Floor, Netaji Subash Place, Ring Road,

New Delhi – 110034

Switchboard: +91 11 4708 6987, 4709 0187

Facsimile: +91 11 4709 0188

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