Transition from Regional to a Pan India Brand: A Case Study

The leading consumer Appliances Company, which may be considered as a case study for MBA Project work on Transition from Regional to a Pan India Company is V-Guard Industries Limited, a company from Kerala, which has succeeded in shedding its image of a regional brand to a Pan India Brand. Thus it would be prudent to conduct a thorough research study on Transition from Regional to a Pan India Brand so that findings of the study can be followed by others in Indian Consumer Appliances industry for firming up their marketing strategy.

The need for brand transformation of a legacy brand in South India- V Guard

When V Guard Industries Ltd set out on the exercise for brand transformation, the company was growing and nurtured ambitions to become a Rs 5,000 to Rs. 10,000 crore company. It was fundamentally a company based in Kerala, Southern India, and wanted to become a pan-India brand. The company straddled low involvement product categories, and were trying to build portfolio in more consumer centric, consumer-facing product categories. Therefore, it was very important for the management of the company to connect with consumers as also their evolving and changing aspirations. V Guard Industries Ltd realized that as a brand, it was in the business for 40 years, and the identity did not reflect that change. So, bringing in a new look and feel to V-Guard was important for the management. Also, the company took a conscious call that this shouldn’t be a cosmetic change, but change built on a vision and a philosophy for the brand going into the future. So, study of the company history, background and growth over a long period of 40 years should also form a part of the MBA project work.

 

The rebranding & subsequent phase

 

The company witnessed huge change in the way consumers receive the brand and also in the sales figures. The reaction was very positive, the customers felt that the new identity actually identified V-Guard as a futuristic and progressive brand. It made it look really sleek, adding a lot of premium values to the brand which is now seen as more agile. The management of V guard Industries Ltd went one step forward and changed the entire packaging line-up as also communication at the retail front. And it was received very positively, especially by the channel partners, who play a very influential role in the line of business because many of them are instrumental in pushing products also.

 

Advertising strategy for Transition from Regional to a Pan India Brand

 

The company adopted both digital strategy as well as advertisement through TV channels. V Guard Industries Ltd completely understood that digital is growing at more than 30%. And V Guard were certainly not going to be bound by a particular medium despite the fact that TV is contributing a lot as far as cost-efficiency and reach is concerned for V-Guard. From PR to Television, Print, Digital and OOH, they have tried to tie this all together with one creative thread using kids who were believed to do thoughtful things. In the wires commercial, the kids have grown up and are seen reminiscing their past where our wires had a big role to play. They come back to see their nest, which they had created using V-Guard wires and realize that even after 30 years, the nest is intact. So, the entire premise was built on a proposition of long-lasting wires. They managed to carry the creative thought to the consumers that we actually seek to reach out to. Therefore, study of the advertisements released by the company communicating its products’ speciality & advantages vis-à-vis the customers’ needs and wants & its findings and future demand growth should also form a part of MBA project work.

 

 

The unique products from the V-Guard stable  

 

The smart water-heater named Verano is a first-of-its-kind product. From anywhere in the world, the water-heater can be switched off or on. It is also equipped with an intelligent scheduler where the ‘temperature alert’ sends a notification to your connected smartphone on reaching the set temperature. Staying true to its smart water-heater tag, it sends energy consumption notifications to the customer, apart from alerting the customer if the water-heater is running dry and cuts off power supply immediately. It also has appliances like Fans, Pumps, Inverters, Voltage Stabilizers, Modular switches, Kitchen Appliances etc.

 

Conclusion

A detailed study on the marketing strategies adopted by V Guard Industries Ltd for Transition from Regional brand from Kerala to a Pan India Brand needs to be carried out as part of MBA project work on marketing management so that the marketing strategy of the company can be followed by other players to become successful. Dedicated faculty of madembaezy can help a student during the MBA Project study and to find a subject, select a topic, find an organization for the MBA Project work and plan the MBA project and will act as a liaison between the student and the host organization.

 

Read Also: How to do research work on Brand Positioning for MBA Project on Marketing Management


Whether the Challenges of Operating in Indian E-Pharma Space Can Be Studied for MBA Project Work?

 

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