{"id":394,"date":"2023-04-04T12:30:01","date_gmt":"2023-04-04T12:30:01","guid":{"rendered":"https:\/\/shareittofriends.com\/demo\/sam-and-andy\/html\/post\/?p=394"},"modified":"2023-06-05T06:41:07","modified_gmt":"2023-06-05T06:41:07","slug":"sgl-labs","status":"publish","type":"post","link":"https:\/\/sam-andy.in\/post\/sgl-labs\/","title":{"rendered":"SGL Labs"},"content":{"rendered":"<p>SGL LABS PRIVATE LIMITED II Micro-Market Shake-up Strategy To Gain Market-share &#038; Stamp Thought-leadership In The Category.  <\/p>\n<p>Diamond &#038; Gems Certification &#038; Authentication Laboratory    <\/p>\n<p>Sam &#038; Andy\u2019s&#8217; Expertise Used: Micro-Market Brand-to-Business Strategy (GTM for new market) I Mainline Advertising I Social Media Creative I Event Participation Creative Support   <\/p>\n<p>B2B<\/p>\n<p><strong>Case Study in Brief:<\/strong><br \/>\n&#8211; Category: Loose Diamonds, Gems &#038; Jewellery Certification, Grading &#038; Authentication<br \/>\n&#8211; Years of Operation: 16 Years <\/p>\n<p><strong>Problem:<\/strong> <\/p>\n<ul>\n<li>The micro markets created growth or entry barrier through strong status quo of belief &#038; behaviour.  <\/li>\n<li>The main competitor, and also the market leader, is way ahead of SGL Labs in terms of clout, legacy &#038; marketing aggressiveness.<\/li>\n<li>SGL Labs as a business, historically, shy-ed away from brand building &#038; marketing efforts.<\/li>\n<li>B2B audience from one market \u2013 I KNOW EVERYTHING, PLESAE DON\u2019T PREACH ME. B2B audience from the other market \u2013 bullied, yet scared to antagonize the existing Certification Company. <\/li>\n<li>SGL Labs as a brand has certain services that can actually become the biggest RTB to talk about. But, never spoke about!?!<\/li>\n<\/ul>\n<p><strong>Strategy:<\/strong> <\/p>\n<ul>\n<li>Sam &#038; Andy tackled one market at a time to stamp thought-leadership &#038; shake-up the market-share dynamics. <\/li>\n<li>Each micro-market was studied extensively through the cultural lens of Belief &#038; Behaviour.  <\/li>\n<li>Inspired by the \u2018Law of Inertia\u2019, Sam &#038; Andy worked on the strategy of \u201cNudge The Status Quo\u201d. The biggest challenge can unlock the biggest opportunity. <\/li>\n<li>Market-wise created Brand-to-Business strategy that snowballed into a force of realization, but never attempted to preach anyone. <\/li>\n<li>Rather than the traditional segmentation, Sam &#038; Andy worked on separating the audience into \u2013 \u201cThe Non-Believer\u201d &#038; \u201cBeliever, But Non-Follower\u201d. Tasks were cut out for each segment. <\/li>\n<li>Sam &#038; Andy identified one commonality from the markets that seemed to open the doors of the ears &#038; heart of the B2B audience: Opportunity Lost = Opportunity Cost. <\/li>\n<\/ul>\n<p><strong>Solution: <\/strong><\/p>\n<ul>\n<li>Sam &#038; Andy leverage the Cultural Fabric for one market, while for the other we heightened the Moment of Truth.  <\/li>\n<li>For Surat Market, it was all about nudge creation through the facts that \u201creal knowledge sets you free \u2013 know to grow\u201d. This led to the Big Brand Idea: JAANO PHIR MAANO. <\/li>\n<li>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.<\/li>\n<li>Sam &#038; Andy worked on the Brand\u2019s semantic approach \u2013 Being Global. Be Local. We simplified and created multiple interpretations of the brand\u2019s International-ism reality. <\/li>\n<li>Mainline Advertising was extensively created for the respective markets.<\/li>\n<li>Social media creative was created to establish consistency of touch-point execution. <\/li>\n<li>Special \u201cTestimonial\u201d Campaign was designed for the B2B audience to nudge their desire to be on the SGL\u2019s social media pages.<\/li>\n<li>Sam &#038; Andy created the IMPACT STRATEGY for IIJS Signature 2023. We created a National narrative around \u201cSGL, A Shining Diamond In India\u2019s Growth Story!\u201d We created another supportive narrative around the same space of Nationalism \u2013 \u201cIndia &#038; SGL, Two Sides Of Coin Name \u2013 GROWTH.\u201d   <\/li>\n<li>Sam &#038; Andy continuously advised the top management around the respective market\u2019s Brand-to-Business strategy. <\/li>\n<\/ul>\n<p><strong>Client Level:<\/strong> International <\/p>\n","protected":false},"excerpt":{"rendered":"<p>SGL LABS PRIVATE LIMITED II Micro-Market Shake-up Strategy To Gain Market-share &#038; Stamp Thought-leadership In The Category.  <\/p>\n<p>Diamond &#038; Gems Certification &#038; Authentication Laboratory    <\/p>\n<p>Sam &#038; Andy\u2019s&#8217; Expertise Used: Micro-Market Brand-to-Business Strategy (GTM for new market) I Mainline Advertising I Social Media Creative I Event Participation Creative Support <\/p>\n","protected":false},"author":1,"featured_media":469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies"],"_links":{"self":[{"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/posts\/394","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/comments?post=394"}],"version-history":[{"count":10,"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/posts\/394\/revisions"}],"predecessor-version":[{"id":443,"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/posts\/394\/revisions\/443"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/media\/469"}],"wp:attachment":[{"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/media?parent=394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/categories?post=394"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sam-andy.in\/post\/wp-json\/wp\/v2\/tags?post=394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}