STRATEGY | PRODUCT DEVELOPMENT
Natural approach to
Marketing Work on end-to-end branding and marketing of Gulnar, a brand that stands for chemical free, personal care products
BRANDING for most communication agencies or design firms is synonymous with the design of a ‘brand identity’, which in the best of cases starts with choosing a brand name and ends with the design of a logo and some collateral. Very rarely does an agency get an opportunity to engage in product development, pricing and placement of the product, in addition to branding and marketing it. ‘Gulnar’ is a business owned by a Junoon Ventures (a new venture started by Synapse) and the concept for a brand of natural products had been taking shape for a long time. Most of us at Synapse are passionate about using chemical-free products and often stumbled upon little-known brands of natural products. The obvious question was why these products were not available more widely and in a more sophisticated packaging. ‘Gulnar’ brand started as an answer to this.
Phase 1: Research In a focussed research of about 8 months, we discovered and tried products marketed by over 30 units from all over India. Most of the products we tried were exceptionally good. However, without exception, all of them suffered from some common deficiencies like: a Lack of Quality Control a Unattractive Packaging a Branding efforts limited to naming the products a Inconsistent Pricing a Very Poor Labeling This resulted in the products being positioned, somewhere between premium chemical soaps like Dove and the ‘messy ubtans’. This research spelled for us the ‘Do-Not-do’s for our brand!
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INFORMATION MATTERS
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ISSUE 2