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Young Designers 2011 |
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| Keywords Marketing Energy efficient lamps Strategy Urban-Rural difference |
The objective of this project was to develop a comprehensive branding and marketing strategy for ECCO Electronics, which then had to be translated into corporate communication material. As a graphic designer, I had to devlop the marketing objectives and translate them into something tangible for the selected audience.The target audience was divided into rural and urban segments. Research through case studies followed. By mapping the scenario (a result of intensive study, survey and analysis), I found the communication objectives which could be implemented as strategies. The end deliverables/marketing collaterals were designed in the form of guidelines for the marketing strategy, while keeping in mind the subtle differences between the urban and rural audiences. For the rural segment, an advertising campaign through newspaper ads was conceived while the end deliverables for the urban segment included an e-newsletter and mock-ups for a promotional interactive platform. Both content and design were part of the deliverables. At the start of this project, I found that the field of marketing was very new to me. Gradually, I realized that this project was more about the systems than just the end deliverables. By internalizing the process I was able to strike a balance between the marketing objectives and communication objectives and transform intangible attributes into tangible forms of communication. I realized how a brand identity could transform from just being a mark to being the core of how one ‘feels’ about an organization. |
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