SGL LABS PRIVATE LIMITED II Micro-Market Shake-up Strategy To Gain Market-share & Stamp Thought-leadership In The Category.
Diamond & Gems Certification & Authentication Laboratory
Sam & Andy’s’ Expertise Used: Micro-Market Brand-to-Business Strategy (GTM for new market) I Mainline Advertising I Social Media Creative I Event Participation Creative Support
B2B
Case Study in Brief:
– Category: Loose Diamonds, Gems & Jewellery Certification, Grading & Authentication
– Years of Operation: 16 Years
Problem:
- The micro markets created growth or entry barrier through strong status quo of belief & behaviour.
- The main competitor, and also the market leader, is way ahead of SGL Labs in terms of clout, legacy & marketing aggressiveness.
- SGL Labs as a business, historically, shy-ed away from brand building & marketing efforts.
- B2B audience from one market – I KNOW EVERYTHING, PLESAE DON’T PREACH ME. B2B audience from the other market – bullied, yet scared to antagonize the existing Certification Company.
- SGL Labs as a brand has certain services that can actually become the biggest RTB to talk about. But, never spoke about!?!
Strategy:
- Sam & Andy tackled one market at a time to stamp thought-leadership & shake-up the market-share dynamics.
- Each micro-market was studied extensively through the cultural lens of Belief & Behaviour.
- Inspired by the ‘Law of Inertia’, Sam & Andy worked on the strategy of “Nudge The Status Quo”. The biggest challenge can unlock the biggest opportunity.
- Market-wise created Brand-to-Business strategy that snowballed into a force of realization, but never attempted to preach anyone.
- Rather than the traditional segmentation, Sam & Andy worked on separating the audience into – “The Non-Believer” & “Believer, But Non-Follower”. Tasks were cut out for each segment.
- Sam & Andy identified one commonality from the markets that seemed to open the doors of the ears & heart of the B2B audience: Opportunity Lost = Opportunity Cost.
Solution:
- Sam & Andy leverage the Cultural Fabric for one market, while for the other we heightened the Moment of Truth.
- For Surat Market, it was all about nudge creation through the facts that “real knowledge sets you free – know to grow”. This led to the Big Brand Idea: JAANO PHIR MAANO.
- For Indore Market, it was all about nudge creation but with confident humble assurance. The brand behaved as a safety net for the B2B audience. This led to the Big Brand Idea: HUM HAI NA.
- Sam & Andy worked on the Brand’s semantic approach – Being Global. Be Local. We simplified and created multiple interpretations of the brand’s International-ism reality.
- Mainline Advertising was extensively created for the respective markets.
- Social media creative was created to establish consistency of touch-point execution.
- Special “Testimonial” Campaign was designed for the B2B audience to nudge their desire to be on the SGL’s social media pages.
- Sam & Andy created the IMPACT STRATEGY for IIJS Signature 2023. We created a National narrative around “SGL, A Shining Diamond In India’s Growth Story!” We created another supportive narrative around the same space of Nationalism – “India & SGL, Two Sides Of Coin Name – GROWTH.”
- Sam & Andy continuously advised the top management around the respective market’s Brand-to-Business strategy.
Client Level: International