BRAND ANALYSIS & CONCEPT TESTING | TMT BAR BRAND

Company

Mysore based Iron and steel manufacturing company

Overview

The Client was seeking to conduct a Market Research to derive appropriate branding strategies to uplift their TMT bar brand. Brand Kare was hired to conduct the study.

Approach

The research focused on gathering the views of the respondents on the industry and the brand specifically. Also, the Management had developed 3 concepts for promoting the brand, which were tested during the Research.

The Research methods involved In-Depth interviews among the stakeholders in the industry and Secondary Research. Respondents included TMT Bar Dealers, Distributors, Building Contractors, Engineers and End Users or Customers. Centres chosen for the study were Bangalore, Mysore and Mangalore.

Outcome

Being well-experienced stakeholders in the industry, the respondents were able to provide the necessary inputs from general to technical aspects relevant to the study. Insights on the industry, business terms, brand image, competitors and the tested concepts, branding initiatives were devised and launched by the Client.