Corporate Branding

EMMBI POLYARNS LIMITED.

Rutu Mody-Kamdar and Omkar Patel

Process Followed
Internal Research
Top Management, Factory

Insights

Brand Strategy

Brand Articulation
Brand Theme, Corporate Brochure, Corporate Presentation

Brand Training

Phase 1: Internal Research and Insights

Method Key Findings Central Insight

Internal Research: Method

5 days of in-depth interviews and discussions

Interviews: 17 individuals Group Discussions: 5 groups of about 7 people Head Office: Top Management and Managerial Staff Factories: Supervisory Staff Informal share your heart confidential interviews

Thoughts, feelings, concerns, expectations from company Values associated with company

Internal Research: Key Findings

High levels of affinity with company

Pride and confidence Positive disillusionment about the present Great hope for the future = conditional Concerns: pains of a small company raring to grow into a large sized one Family run- non systemised

Growth impetus through internationalisation and exploitation of new domestic opportunities

Massive directional growth- international front

GROWTH ORIENTED, MOTIVATED WORK FORCE, POSITIVE APPROACH

Culture of organization: extension of personality of top management

Mutual Trust Quality and Delivery Hard Work Respect Transparent Hands-on Relationships- at home culture Total commitment = Hard work Professionalism (aspires to be, but sometimes chaotic) Participative Respecting Encouraging Ethical Employees identify strongly with the goals and culture of organisation High level of bonding, commitment to organisation

Leadership Style

Employee Bonding

QUALITY, DELIVERY, ETHICAL, TRUST, HOME LIKE

Internal Research: Central Insight

EMMBI is a company that evokes great expectations, is sitting on great possibilities, is raring to make its mark in the. The company is characterised by its go get spirit and positive attitude

Has bigger dreams Has bigger goals Is positive about achieving them

Phase 2: Brand Strategy

BRAND VALUES Growth Family = Trust/Respect Determined Optimistic Indian

Strong Roots

We will win= Positive Spirit

Ambitious Grounded

Ethics

Brand Personality

Middle-class Maharashtrian boy- middle-class values of thrift, hard work, honesty and a caring for all Believes that the future can be bright provided one works with sincerity towards it. Short-cuts are a complete no-no; the only way ahead is a way of perseverance He wants to create a mark, create a difference; its not about becoming rich for the sake of a good-life Believes in hard work, and sets an example by his grit He has grand plans and a vision that transcends the boundaries of his company He thinks about society, of making a difference some day He believes very firmly that he has it in him to get there..all he needs is some guidance in his quest of becoming the world leader

Propositions:

Organisation stands on the value of highest professional standards with respect to quality and delivery with each of its customer segments, i.e. external customer segment and internal (employee) segment Organisation is ethical, transparent and value-centric in its approach Organisation is positive and ambitious with bigger plans for the future Organisation is global in its reach, but swadeshi at heart Organisation is highly dynamic, forward thinking and proactive

Promise:

Rational Promise: Emmbi Polyarns is a forerunner organisation, innovative in its approach, and committed to deliver highest standards of quality and consistency Emotional Promise: Emmbi Polyarns is an organization that is ambitious and positive, with bigger dreams for the future and a go getter attitude

Tone:

Young Emotional- Raring to break out and reach higher Positive aggressive Dynamic Stars in eyes

Brand Articulation

Brand Theme:

Duniya ko dikhana hai

The theme articulates the spirit of the organisation- raring to win, reach bigger dreams

Sense of wanting to achieve to prove to oneself and the world

It encapsulates the young, dynamic and positive spirit of the organisation It stands for self motivation and self drive- a value that is to be ingrained in every stakeholder

Vision Statement

To become the most innovative and trendsetting company in the polymer based woven sacks business. To become an international brand with clientele spread across the world. To become a standard in quality, both nationally and internationally to become a world leader in polymer based solutions.

Core Values

We believe in total quality; excellence in everything that we do. We believe in quality at all costs, excellence is always inexpensive. We believe in giving to our clients more than they would expect; customer-satisfaction is not enough, we have to wow them. We believe that goodness is non-discretionary. We believe that there are not short-cuts to success; the greatest joy is the joy of hard-work. We believe that success is not a destination but a journey, each milestone achieved propels us to reach out further. We believe that respect cannot be guided by hierarchy. We believe that boundaries are but in the minds; the world is not enough to conquer. We believe that business is a means to achieve a greater goal of a world free of pain!

Way Forward

Vision, Values, Quality Policy- To rearticulate? Phase 3: Brand Articulation

Create logo meaning for internal purposes Flash Presentation Brochure- Leaflets

Phase 4: Internal Brand Training

Workshop with Employees at Mumbai and Silvassa on brand values, goals and vision- defining a common purpose and a common code of conduct