Zeba Home
Opportunity: Redefining their social image after a companywide operational overhaul. The idea was to create a premium brand perception that doesn’t warrant a discount. Apart from a dedicated end customer base, Zeba historically has been one of the preferred interior designers (for draping solutions) for many reputed hospitality driven business houses in India. Thus a reintroduction was long due and much awaited.
Challenges: Repositioning of the brand Zeba to the affluent Middle and High Income Households in Mumbai with strong pressure on margins from ecommerce players. Zeba being a Brick and Mortar establishment remains a tightly knitted family run organisation with strict quality controls and customised solutions that demand time and patience from the end user, a virtue in today’s fast paced India.
Actions: With a keen eye for design and a well defined target market, Social media served as the perfect place to begin identifying their actual audience base and learning their preferences, likes and dislikes. A detailed competitor analysis and secondary market research was conducted to ensure enough sales triggers were created to attract interior designers, architects and end-users alike.
Results: A 50% increase in Social interactions was recorded by the second month of the association itself. A 30% increase in brand conversation was also witnessed in the same period (comments, shares etc).
