Case study on Brand building through new channels.

1. Brand Building Through New Channels
By: Shivam Rai
Brand Name:
Sahara Q Shop – The mega quality consumer merchandise venture of Sahara India
Pariwar which provides 100% unadulterated, pure & quality products.
Challenge:
The challenge was not just to create a buzz but engage a loyal Facebook community
with our unadulterated, pure & quality products. Also, Sahara Q Shop is:
1. A completely new model, competing on various fronts with not only
manufacturers but retailers as theyll. This includes the likes of Big Bazaar,
Walmart, Reliance Fresh etc.
2. Catering to both Tier 1 and Tier 2 audiences as it has products from various
categories and a number of options in each category as theyll. The audience
needs to be educated about the same.
3. Bearing a lot of negative sentiment on its name in terms of consumer perception.
The idea is to steadily combat the same by focusing on the brand, its products
and the overall image of the group in the social space.
4. Focussing not solely on reach, but to build influence and a certain level of
credibility amongst its customers.
Q-Shop - Strategy:
1. Rather than going all out, they took to a scaled approach for Q-Shop. Our focus
was just on the right people and conversations rather than a vast media
outreach.
2. In order to establish a strong Brand Influence and mould the Negative Sentiment,
they theynt ahead with educating our customers first and then up-scaling the
reach of the brand.
Commenting on the strategy, Garima Obrah, Brand Analyst for Q-Shop said, “Social
Media can be used to steadily change consumer perceptions and the way brands can up-
scale their marketing efforts via this medium, it’s kind of unapproachable in any other.
With our strategy in place, they’re looking at a wider engagement for the brand on these
platforms so that the consumers feel the connect and are thus drawn towards it.”
Case Questions:
1. Do you think their strategy is feasible?
2. What else did you suggest if you were the brand manager?