Digital Brand Strategy leveraging digital media tools for creating consumer brand recall and quick reach out to target customer segment.

A large diversified manufacturing conglomerate has established domestic and global presence using strong R&D, manufacturing excellence and product quality. Each product division enjoys dominant market share and sales teams are well entrenched with its established B2B customer base. Buying decisions are dominated by product quality, delivery and price. Employees are aligned to the division/ product brands, which have grown independently over the years.

The company now wants to enter domestic B2C segment, leveraging its product know-how and installed production capacity. The corporate/ product has no brand recall in a highly competitive market with well established rival brands, all using the same distribution network. Budget constraints prohibit the use of expensive TV commercials. The company approached Accent, to help reach out to target consumers and establish brand presence through digital alternatives. In a series of interactions with key stakeholders, Accent established the challenges and opportunities and assessed the organization readiness for embracing digital media.