Virtual Eyes Pvt. Ltd.

|N-3, 28/a, DLF Phase II| Gurgaon

About Virtual Eyes

Virtual Eyes is an integrated marketing communication agency providing 360 end-to-end solutions for enlivening brands. We believe brands are living things. They need to be nourished, nurtured, and cared for. We are a firm with more than 10 years of experience in working with organizations across consumer goods and services. Founded on the principle of Unleashing Your Dreams, we partner our clients to identify their maximum-value opportunities, provide solutions to their key challenges, and help them create robust and high growth business models. Ability to be the strategic partner in brand building with customized solution is our core USP. Drawing from the extensive and diverse experience of 10 years, Virtual Eyes focuses on few major divisions, which are Fashion & Textile, Retail & Consumer Goods, Construction, Education, and Food & Beverage.

Our Key Approach towards Integrated Brand Development

Strategy Planning. Developing value creating strategies based on consumer insights, competition mapping, international benchmarking, and client capabilities. Brand Evaluation & Management. We use well-defined strategy, innovative thought-process, precise messaging, and stimulating visuals as empowering tools to fully exploit the advantages of advertising. Direct Marketing. We assist our clients to communicate directly and convincingly to their consumers through targeted email programs, traditional mailers, and telemarketing. Experiential Marketing. Creating a strong emotional connect with the customer is the hardest thing to do. We help brands to create lasting brand experiences with the customers. Digital Marketing. We were doing digital before digital was hot. We are keeping digital marketing in forefront of brand development through online advertising, social media blogging and more. Trade Marketing. In case of certain sectors as construction, we have mastered the art of distribution management, looking after the needs of distributors and retailers. Media Planning & Buying. A great campaign may fail to deliver results if media selection is faulty. We have made brands through our well defined scientific approach of media planning. Page Virtual Eyes Pvt. Ltd.|N-3, 28/a, DLF Phase II| Gurgaon

Case Study: Growth Acceleration and Brand Reposition Strategy for a Women Ethnic Apparel Brand of Delhi Background
Client is a major women ethnic apparel brand. His product portfolio includes entire range of ethnic wear. Operates through 10 EBOs in Delhi/NCR region. Popularity only in SKD product and for last three years was growing at a slower rate than competitors.

Key Issues
To Increase the market share by increasing the basket size per customer Brand was quiet active in SKD category but has not been able to make much headway in other Merchandise i.e. Bridal Couture, Haute Couture, and Saris. To formulate systematic strategy to reposition the brand in the premium segment so that it becomes the aspiration brand in ethnic wear category

Critical Questions
What will be the most suitable course for brand to position itself in due course of 3-4 yrs considering the current EBOs and plan to add 6 more with in 2 yrs. following were the options for brand ideologies to choose from Bridal Couture Fashion and Haute Lifestyle Mass Brand

How to position the brand in Premium segment? How to increase customer loyalty through consumer connect?

Solution
Adopted customized integrated brand development tool to make the brand active using series of services under ATL & BTL Integrated use of Digital Marketing and Consumer Activation Program Developed growth acceleration strategy & recommended new positioning of brand. Formulated strategy to increase the Basket size of other product segments in ethnic wear category Initiated the repositioning strategy which will be achieved through a series of campaign which will have a direct aspiration connect with the TG. Initial Campaign was conceptualized to achieve the first objective of the goal, i.e. to establish the brand among the entire product portfolio of women ethnic wear. Every suitable media was exploited to maximize the impact of the first repositioning campaign, OOH, Print in English Dailies, apart from regular magazines few premium segment magazines were also used as Elle and Vogue. Page Virtual Eyes Pvt. Ltd.|N-3, 28/a, DLF Phase II| Gurgaon

Our Core Approach Towards Brand Development: IMC

Advertising

Market Research

Direct Marketing

Integrated Marketing Communication Brand Strategy & Planning Digital Marketing

Media Planning & Buying

Experiential Marketing

Virtual Eyes Pvt. Ltd.|N-3, 28/a, DLF Phase II| Gurgaon

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Note- Below mentioned are the tangible deliverables of the campaign that are the creative used in the campaign and few artworks. Also detail case synopsis of the same.

Virtual Eyes Pvt. Ltd.|N-3, 28/a, DLF Phase II| Gurgaon

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Virtual Eyes Pvt. Ltd.|N-3, 28/a, DLF Phase II| Gurgaon

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Glimpse of few Artworks Used In OOH and Print Media

E STUDY: SYNOPSIS
Virtual Eyes Pvt. Ltd.|N-3, 28/a, DLF Phase II| Gurgaon

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SECOND CAMPAIGN This campaign was conceived to highlight saree only. To capture the mindshare of consumers that Bombay Selection is also a major player in saree and not just into SKD. The creative strategy was to showcase a saree out of the traditional zone and take it into the lifestyle zone. Also to change perception about saree. As a result this campaign was released through OOH, Print & Radio and still running.

Virtual Eyes Pvt. Ltd.|N-3, 28/a, DLF Phase II| Gurgaon

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