Mia, a workwear jewellery Brand in Tanishq portfolio, was targeted at the growing number of working women in India. We worked with Mia’s consulting partner, Centre of Gravity, to define their growth strategy.
How can Mia achieve its aggressive revenue targets without cannibalising the parent brand? What are the right target groups, positioning and personality, marketing mix and brand architecture that would enable its disproportionate growth?
Multi-centre primary research, digital research and an in-depth analysis of sales data provided the backdrop for strategy development workshops with the Brand team. Brand’s core customer, distinctive positioning and personality, marketing mix and brand architecture were developed.
The revised strategy led to a new campaign #MeInAction and provided directions for new product designs, categories and communication.