Precision Marketing:Branding through Tags

August 15, 2012

Role of a Tag

Brand tags have a key roles to play…

• Inform people– Details that are pertinent to the product being sold

– Information such as made of cotton, recycled, waterproof, etc.

– These are important details that lend credibility to the material or product

• Promotes a brand: – Effective promotion of the brand identity

From being hidden inside, now an identity…

• Tags have come a long way…

• From once being discreet names/information tags are now tools for creating brand identity– It has become a currency that

quietly describes the identity of the person

However ingredient brand tags play a different role…

The Ingredient brand tags…

• Improves image of the host product

• Bring in/Adds on missing values

• Creates point of differentiation for the host brand

Help bring the core values of the final product through a direct interface with the customer

Key learning from an ingredient brand success story…Lycra

• Every tag brings alive the technology story

• It helps differentiate the range of Garments from other

• The tag helps consumer decide and differentiate one category from other…

In new age marketing it is called: “Precision Marketing”Consumers are demanding more targeted, relevant marketing engagement. Know me or No Me. Precision Marketing: Maximize revenue through relevance is your perfect tool to deliver targeted campaigns…

Analyzing current tags

• While these tags cue lifestyle

• They are differentiated and present a fiber story

• They lack– Neutral Image

– In adding value to the host brand

– Focus imagery contradicts with the host brand due to it’s feminine skew

Suggested Tag Architecture

Brand Name Birla Modal

From Birla Cellulose

USP

• Key benefits of the product that enhances the promise of the garment

RTB

• Key Ingredient story to be designed and worked with TRADC

Front of the tag Back of the tag

Application

Inner Wear

Birla Modal fibers gets it softness from nature

making your inner wear comfortable and skin

friendly…

It’s proven that Birla Modal has 13% more moisture regain properties than Cotton

Birla Modal, nature that’s softer than skin…

Shirting

Front of the tag Back of the tag

Birla Modal fibers gets it softness from nature

making your garment beautiful to wear and feel,

adding an aura of luxury to every design …

It’s proven that Birla Modal has 13% more moisture regain properties than Cotton

Birla Modal, nature that’s softer than skin…

Way forward: The tag architecture…

• Recommended architecture is to make tags as per the applications since the benefits a consumer seeks from different garments is different

• This way it will also help enhance values of the host brand

Uniform Tags

Leisure wear tags

Undergarment Tags Shirt tags

Formal wear tags