In one of my earlier posts I had mentioned that recession has been good for us. Recession has indeed helped us differentiate ourselves - its has helped us think and act differently and most importantly it has helped us gain valuable market share from our competitors.
The number of new tests we conducted in H1,09 was more than what we did in entire 2008. A lot of the tests were just focused on "how to break out from the industry clutter". After multiple iterations and infinite attempts to create relevant positioning, we finally, came up with a differentiating claim that "resonated with our target market". (Hmmmm.. and to think of it..MBA text books make positioning look soooo simple (-:). Brand recognition - brand recall - sweet... and they translate into new business.
The interesting part is had we not tried and failed so many times, we may never have got here. I am glad that we never stopped trying. Try to look at it from your customer's point of view - sounds so simple - even, I thought as much. And I was so extremely wrong.
Only time will tell whether our attempts at building a brand are successful. However, its a start. And, maybe.. had it not been for recession.. we may not have got this "start".
- Udayan
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