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Brand Plan
Document
T H E C O M P L E T E R O A D M A P O F A B R A N D G R O W T H
By Kiran Bansal
Luxury Handloom
Zari Kota saree Brand
From Kota, Rajasthan
https://www.instagram.com/sonchiraiya.in/
MOTIVATION FOR CHOOSING
SONCHIRIYA FOR CAPTSONE PROJECT:
"I have been closely associated with Sonchiriya, handling their social media
management and performance marketing over the past 2 years. Through
this deep brand exposure, I gained valuable insight on the handloom saree
luxury segment. My objective is to leverage this on-ground learning and
craft a strategic roadmap that can further strengthen Sonchiriya's
positioning and market success in this competitive category."
Introduction:
Founded in 2017 by Preety Singh Pareek, SónChiraiya is a luxury handloom saree brand.
Initially focused on blending ethnic wear with contemporary flair.
Shift in Trajectory:
In 2020, Mrs. Pareek's encounter with a Zari Kota craftsman led to a shift in the brand's focus.
Decision to revive the underrepresented art form of Zari Kota.
Brand Philosophy:
SónChiraiya celebrates Indian fabrics, motifs, craftsmanship, and the iconic saree.
Aims to reinstate India's golden ages by reviving underrated weaves, particularly Zari Kota.
Zari Kota Fabric:
Description of the luxurious Zari Kota fabric featuring a signature check pattern.
Blend of cotton, silk, and real gold and silver threads.
Artisan Craftsmanship:
SónChiraiya sarees handcrafted by expert artisans.
Each saree considered an investment and family heirloom.
Global Vision:
Brand's aim to propel Zari Kota onto the global stage.
Contribution to the revival movement and showcasing India's rich cultural legacy.
1. Company
5 C’s Analysis
The product price range starts at
1 lakh and goes up to 3 lakhs.
COMPANY SWOT ANALYSIS
STRENGHT OPPORTUNITIES
WEAKNESS THREATS
Artisanship & Craftsmanship
1.
Use of Natural Fabrics
2.
Ethical & Sustainable Practices
3.
Cultural Heritage
Representation
4.
Styling Versatility
5.
Customization Capabilities
6.
Regional Clusters & GI Tags
7.
Higher Production Costs
1.
Limited Reach due to Niche
Market
2.
Potential Challenges in
Scaling Production
3.
Reliance on Traditional
Techniques
4.
Growing Demand for Sustainable Fashion
1.
Expansion into International Markets
2.
Collaborations with Fashion Designers
3.
DiversificationintoRelatedProducts(Accessories,
HomeDecor)
4.
Leveraging E-commerce Platforms for Reach
5.
Competition from Mass-
produced Alternatives
1.
Imitation and Counterfeiting
2.
Fluctuating Market Trends
3.
Changes in Consumer
Preferences
4.
Economic Instability Impacting
Luxury Market
5.
2. Competitors 5 C’s Analysis
Very established brand, known for high
quality fabrics/embroidery and traditional
royal/heritage designs. Popular with
celebrities and high fashion looks.
Strengths Weaknesses
Extremely expensive, limited
accessibility with few stores. Designs
may be too ornate/heavy for some.
Brands
Bold colors and designs combining
tradition with modern fashion.
Great textiles and fabrication.
More niche, mostly online presence so
lacks accessible retail distribution.
High fashion appeal merging Indian
aesthetic with modern silhouette/forms.
Luxe natural fabrics.
Availability only at high end outlets.
Niche so lacks mass market appeal.
Limited to specific consumer.
Wide variety of sarees available at
more affordable luxury price points.
Emphasis on premium natural fabrics
Less exclusive brand image compared
to couture designer labels. Lacks
innovative design factors.
Unique hand woven textiles, reputation
for transparency from farm to garment.
Sustainable practices.
Smaller production capabilities
given hand weaving focus. Limited
style options may not work for
some shoppers.
5 C’s Analysis
4. Context:
Growing appreciation globally for culturally authentic luxury products
Increasing consciousness about endangered artisanal crafts
Aligned with sustainable fashion movement and buying less, buying better
Leverages founder's digital media presence and influencer partnerships
Fashion Designers
Artisans and Weavers
Influencers and Bloggers
Luxury Boutiques
Celebrities
Wedding Planners
Luxury Hotels and Resorts
Fashion Photographers and Stylists
Cultural Institutions
Ethical Fashion Brands
3.Collaborator
Based on the survey data, here is a brief summary of the buying and shopping
behavior:
Buying Behavior:
Majority of customers purchase occasionally
Quality of craftsmanship, real zari use, unique designs and exclusivity are key
purchase drivers
Preferred channels - Boutique stores, exclusive brand outlets and online platforms
Shopping Behavior:
Social media and word-of-mouth are leading sources for discovery
In-store displays, personalized assistance and visual merchandising attract most
Quality craftsmanship and real zari material are ranked very high in order of
importance by most customers
Decision Matrix Factors:
Quality Craftsmanship - rated very high importance by most respondents
Real Silver/Gold Zari Use - rated very high on importance after craftsmanship
Unique Designs - rated high preference after above factors
Brand Reputation and Exclusivity followed next in consideration set
5. Customers
Dipstick survey on buying and shopping behavior and decision matrix
5 C’s Analysis
1. Demographic segmentation: The who
2. Psychographic segmentation: The why
3. Geographic segmentation: The where
MARKET SEGMENTATION
Age: 25-60 years
Gender: Female
Income: Upper middle class and affluent households
Lifestyle: Traditional yet modern, appreciates finer things
Personality: Confident, socially conscious, seeks exclusivity
Occasions: Weddings, traditional festivals, corporate events
Concentrated in South Indian Cities Like Hyderabad, Bangalore, Chennai Buying for Bridal Purpose
Other metro cities like Delhi, Mumbai, Kolkata
Affluent Tier 1 and 2 towns and cities
Key NRI markets in UK, US, Middle East, Singapore with large Indian diaspora populations
4. Behavioral Segmentation: The how
Benefit Expectations: Exquisite designs, premium fabrics, handcrafted appeal, status symbol
Brand Loyalty: High loyalty for heritage handloom brands
Usage Rate: Light and medium users, occasional heavy users
Readiness to buy: Ready buyers, especially for weddings
5 C’s Analysis
TARGET AUDIANCE
Primary Target Audience:
Urban Indian women aged 28-55
Socially conscious and value cultural heritage
Fashion forward, style icons in their social circle
Professional success and high household income
Purchase designer clothing for special occasions
Secondary Target Audience:
NRI women aged 30-55 living in key global cities
Working professionals or affluent socialites
Active on social media and engage with luxury brands
Purchase high-end Indian ethnic clothing
Tertiary Targets:
Celebrities, influencers, society women for visibility
Wealthy patrons - industrialists and community leaders
Social impact focused organizations and publications
5 C’s Analysis
BRAND PERCEPTION MAP
(High )
(Low )
Design Exclusivity
Price Perception
(High )
(Low )
Created a perceptual map showing
positioning of luxury saree brands
like Sabyasachi, Gaurang and Raw
Mango across price perception and
design exclusivity dimensions.
Positioning Strategy
Functional Benefits:
Emotional Benefits:
Attributes:
Value:
BRAND LADDER
Captivating and exclusive designs
Certified Real Gold and Silver Zari Kota Weaves,
The Sonchiraiya saree holds immense value as a cherished family heirloom, passed
down through generations. Each saree carries a rich story of craftsmanship and love,
making it a precious part of family history.
Intricate handmade craftsmanship With Real Gold and Silver Zari
Priceless lifetime value
Positioning Strategy
POSITNING STATEMENT
For:
Our Brand is:
That provides:
Because:
Unique design and authenticity certificate of real Zari purity
Heirloom luxury handloom sarees
where the saree becomes an heirloom jewelry piece, binding
generations together.
Affluent women aged 25–60 focused on bridal and festive occasion
wear and valued heritage crafts and exclusivity
Positioning Strategy
BRAND'S PORTFOLIO
Sonchiraiya is the parent company, with no other
products in their portfolio besides sarees. Their core
competency and main offering is sarees. They have
tried expanding into dupattas, suits, and lehengas in the
past, but those were also made from sarees. Suits are
not a good option for them to pursue further as the kota
material used stretches due to sweat. Also, real zari
makes Products costly, while there are many similar
priced alternatives already available in the market.
ZARI KOTA SAREES
NON TISSUES
SINGLE TISSUES
DOUBLE TISSUES
DEPTH IS NOT APLLICABLE
DEPTH IS NOT APLLICABLE
DEPTH IS NOT APLLICABLE
BRAND'S ARCHITECTURE
House of Brand
Nabh focuses on digitally printed sarees
The base material used is Khadi fabric
The sarees under the Nabh brand are in the premium price range from 10,000 to 15,000 INR
Brand architecture strategy-
such as through the host wearing Nabh sarees. While showcasing Sonchiriya's brand sarees in
live sessions and occasionally mentioning or tagging the brand on social media or other
platforms, they're keeping Nabh visible to the Sonchiraiya audience.This helps maintain brand
awareness and recognition without directly linking it to Nabh in every instance
Nabh is positioned differently with its own unique features, pricing, and target audience.
Therefore, they want to avoid diluting Sonchiraiya identity by constantly associating it
with the Nabh brand. they're careful about using the Sonchiriya name with Nabh,
Brand strategy
BRAND IDENTITY AND ITS CORE ESSENCE
Saree becomes an heirloom, whispering stories through the years.
Physique: Artisanal, Handcrafted, Luxury, Golden Bird
Personality: Confident, Responsible, Sophisticated, Story teller, Craft preserver and Revivalist
Culture: Heritage, fusion, Craftmen wellfare and Creativity/Innovation, Pride
Self-Image: Sophisticated, Traditional, Passionate, Authentic and Down-to-earth
Reflection: Luxury enthusiast, Discerning collector, High-end collector, Craft saviors, Cultural
connoisseurs
Relationship: Empowered and Regal Radiance
Core essence-
Gold tones reminiscent of fine heirloom jewelry
Logo:
Colors:
Symbols The Sonchiraiya logo features an intricately
embellished golden sparrow reflect India’s
“sone ki chidiya” heritage.
.
BRAND VISUAL DESIGN ELEMENTS
Packaging:
BRAND VERBAL ELEMENTS
Tagline :
Brand Voice:
Brand tone:
Brand Story:
Regal and How
Authentic, An authoritative, Passionate
Powerful ,Nostalgic ,Inspiring
The Sonchiraiya story continues weaving...one thread, one handloom, one conscious customer at a time
SónChiraiya's commitment to creativity and craftsmanship extends beyond its exquisite sarees; it is a
celebration of Indian heritage and tradition. The brand's dedication to reviving the art of Zari Kota not only
preserves ancestral weaving techniques but also uplifts communities, providing livelihoods to over 150
families in Rajasthan. As the brand gains global recognition, its statement sarees become more than just
fashion—they are investments, family heirlooms, and cultural treasures. With a growing clientele that
includes socialites, celebrities, and influencers, SónChiraiya aims to propel the Zari Kota revival
movement onto the global stage, spreading the legacy of Indian craftsmanship worldwide.
BRAND COMMUNICATION STRATEGY
Social media:
In the digital age dominated by social media, SónChiraiya thrives exclusively on Instagram,
weaving captivating narratives around each luxurious handloom saree. Through engaging
IGTV showcases and model photoshoots, the brand transports viewers into a realm of
artisanal craftsmanship and opulence. Leveraging performance marketing and influencer
partnerships, SónChiraiya seamlessly converts Instagram engagement into sales, creating a
digital marketplace where tradition meets modernity. With each post, the brand's legacy
unfolds, captivating audiences and forging connections in the vibrant world of social media.
Offline Touchpoints:
Catalogs - Engaging with existing customers and promoting new collections
PR - News coverage and product seeding to influencers generate credibility
Print media- Occasionally publishing on newspaper only they have exhibitions or some events
SEM/SEO - Drive site traffic and conversions through optimization and paid Ads from instagram and facebook
Digital Touchpoints:
SónChiraiya utilizes paid ads on Facebook and Instagram to introduce its luxurious handloom
sarees to a wide audience, driving traffic to its website and social media profiles.
AWARENESS
INTEREST
DESIRE
ACTION
Interested prospects Send a message through instagram Dm’s
SónChiraiya offers interested prospects the chance to book video call appointments
for personalized consultations and styling tips, increasing their desire to make a
purchase.
After the video call appointments, prospects can make purchases directly from video
call platform, completing the transaction and becoming customers of SónChiraiya.
BRAND FUNNEL/SALES FUNNEL
BRAND COMMUNICATION STRATEGY
SónChiraiya's communication underscores its brand strategy of blending tradition with modernity in luxurious
handloom sarees. Emphasizing rich heritage and artisanal craftsmanship alongside contemporary appeal, the
brand positions itself as a symbol of elegance and sophistication. This message resonates with modern women
seeking timeless beauty, fostering brand identity, recognition, and loyalty.
Brand’s communication objectives:
Increase Brand Awareness
Drive Engagement
Educate Consumers
Encourage Purchase Consideration
Foster Brand Advocacy
To persuade consumers, SónChiraiya employs tactics such as storytelling, personalization, social proof,
exclusive offers, and expertise and authority.
Since the brand has never conducted an equity survey and no information is available, I highly recommend doing so and sharing some view
points from my experience-
1. Brand Awareness:
Our brand's level of recognition and familiarity among consumers is crucial for driving consideration and preference for our handloom sarees.
Building strong brand awareness through strategic marketing efforts, including social media campaigns, influencer partnerships, and targeted
advertising, is essential to expanding our reach and attracting new customers.
2. Brand Associations:
The positive attributes and characteristics that consumers associate with our brand, such as tradition, craftsmanship, and elegance, play a
significant role in shaping brand perceptions.
By consistently delivering high-quality products and exceptional customer experiences, we can reinforce positive brand associations and
differentiate ourselves from competitors.
3.Brand Loyalty:
Cultivating strong brand loyalty among our customers is essential for driving repeat purchases and fostering long-term relationships.
By prioritizing customer satisfaction, offering personalized services, and implementing loyalty programs, we can encourage repeat business and turn
satisfied customers into brand advocates.
4.Perceived Quality:
Consumers' perception of the quality and superiority of our handloom sarees compared to competitors is a critical determinant of brand equity.
Upholding the highest standards of craftsmanship, using premium materials, and showcasing attention to detail in our products can enhance
perceived quality and justify premium pricing, positioning us as a trusted and desirable brand in the luxury fashion market.
RECOMMENDATIONS
RECOMMENDATIONS
1. Strengthen Online Presence
While SónChiraiya has a strong presence on Instagram, it can further expand its reach by optimizing its website for
ecommerce, improving search engine optimization (SEO) to drive organic traffic, and leveraging other social media
platforms such as Facebook, Pinterest, and You Tube to reach a wider audience.
Tangible gains: Increased website traffic, higher conversion rates, and broader brand visibility across multiple channels.
SónChiraiya can engage customers more effectively by implementing a customer relationship management (CRM) system to
track customer interactions, personalize communications, and provide proactive customer support. Additionally, introducing
interactive features such as live chat support and virtual try-on tools can enhance the overall customer experience.
2. Enhance Customer Engagement:
Tangible and Intangible gains: Improved customer satisfaction, increased retention rates, and higher customer lifetime value.
3. Expand Product Offerings:
While SónChiraiya specializes in handloom sarees, it can consider expanding its product range to include complementary
items such as blouses, accessories, or home decor items. This diversification can attract new customers and encourage
existing customers to make repeat purchases.
Tangible and Intangible gains: Increased average order value, higher revenue streams, and a broader customer base.
Given the growing consumer demand for sustainable and ethical fashion, SónChiraiya can differentiate itself by prioritizing eco-friendly practices,
transparent supply chains, and fair labor practices. This commitment to sustainability can resonate with socially conscious consumers and strengthen brand
loyalty.
5 .Invest in Sustainability:
Tangible and Intangible gains: Increased brand loyalty, improved brand reputation, and access to environmentally conscious consumer segments.
SónChiraiya can leverage its existing customer base to amplify brand advocacy through referral programs, user-generated content campaigns, and
influencer partnerships. Encouraging satisfied customers to share their experiences and recommendations can enhance brand credibility and attract new
customers.
4. Strengthen Brand Advocacy:
Tangible and Intangible gains: Expanded brand reach, higher conversion rates from word-of-mouth referrals, and enhanced brand reputation.
By implementing these strategies, SónChiraiya can create a complete brand
experience that captivates customers, fosters loyalty, and sets the brand
apart in the competitive landscape of luxury handloom sarees.
THANKYOU

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Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf

  • 1. Brand Plan Document T H E C O M P L E T E R O A D M A P O F A B R A N D G R O W T H By Kiran Bansal
  • 2. Luxury Handloom Zari Kota saree Brand From Kota, Rajasthan https://www.instagram.com/sonchiraiya.in/
  • 3. MOTIVATION FOR CHOOSING SONCHIRIYA FOR CAPTSONE PROJECT: "I have been closely associated with Sonchiriya, handling their social media management and performance marketing over the past 2 years. Through this deep brand exposure, I gained valuable insight on the handloom saree luxury segment. My objective is to leverage this on-ground learning and craft a strategic roadmap that can further strengthen Sonchiriya's positioning and market success in this competitive category."
  • 4. Introduction: Founded in 2017 by Preety Singh Pareek, SónChiraiya is a luxury handloom saree brand. Initially focused on blending ethnic wear with contemporary flair. Shift in Trajectory: In 2020, Mrs. Pareek's encounter with a Zari Kota craftsman led to a shift in the brand's focus. Decision to revive the underrepresented art form of Zari Kota. Brand Philosophy: SónChiraiya celebrates Indian fabrics, motifs, craftsmanship, and the iconic saree. Aims to reinstate India's golden ages by reviving underrated weaves, particularly Zari Kota. Zari Kota Fabric: Description of the luxurious Zari Kota fabric featuring a signature check pattern. Blend of cotton, silk, and real gold and silver threads. Artisan Craftsmanship: SónChiraiya sarees handcrafted by expert artisans. Each saree considered an investment and family heirloom. Global Vision: Brand's aim to propel Zari Kota onto the global stage. Contribution to the revival movement and showcasing India's rich cultural legacy. 1. Company 5 C’s Analysis The product price range starts at 1 lakh and goes up to 3 lakhs.
  • 5. COMPANY SWOT ANALYSIS STRENGHT OPPORTUNITIES WEAKNESS THREATS Artisanship & Craftsmanship 1. Use of Natural Fabrics 2. Ethical & Sustainable Practices 3. Cultural Heritage Representation 4. Styling Versatility 5. Customization Capabilities 6. Regional Clusters & GI Tags 7. Higher Production Costs 1. Limited Reach due to Niche Market 2. Potential Challenges in Scaling Production 3. Reliance on Traditional Techniques 4. Growing Demand for Sustainable Fashion 1. Expansion into International Markets 2. Collaborations with Fashion Designers 3. DiversificationintoRelatedProducts(Accessories, HomeDecor) 4. Leveraging E-commerce Platforms for Reach 5. Competition from Mass- produced Alternatives 1. Imitation and Counterfeiting 2. Fluctuating Market Trends 3. Changes in Consumer Preferences 4. Economic Instability Impacting Luxury Market 5.
  • 6. 2. Competitors 5 C’s Analysis Very established brand, known for high quality fabrics/embroidery and traditional royal/heritage designs. Popular with celebrities and high fashion looks. Strengths Weaknesses Extremely expensive, limited accessibility with few stores. Designs may be too ornate/heavy for some. Brands Bold colors and designs combining tradition with modern fashion. Great textiles and fabrication. More niche, mostly online presence so lacks accessible retail distribution. High fashion appeal merging Indian aesthetic with modern silhouette/forms. Luxe natural fabrics. Availability only at high end outlets. Niche so lacks mass market appeal. Limited to specific consumer. Wide variety of sarees available at more affordable luxury price points. Emphasis on premium natural fabrics Less exclusive brand image compared to couture designer labels. Lacks innovative design factors. Unique hand woven textiles, reputation for transparency from farm to garment. Sustainable practices. Smaller production capabilities given hand weaving focus. Limited style options may not work for some shoppers.
  • 7. 5 C’s Analysis 4. Context: Growing appreciation globally for culturally authentic luxury products Increasing consciousness about endangered artisanal crafts Aligned with sustainable fashion movement and buying less, buying better Leverages founder's digital media presence and influencer partnerships Fashion Designers Artisans and Weavers Influencers and Bloggers Luxury Boutiques Celebrities Wedding Planners Luxury Hotels and Resorts Fashion Photographers and Stylists Cultural Institutions Ethical Fashion Brands 3.Collaborator
  • 8. Based on the survey data, here is a brief summary of the buying and shopping behavior: Buying Behavior: Majority of customers purchase occasionally Quality of craftsmanship, real zari use, unique designs and exclusivity are key purchase drivers Preferred channels - Boutique stores, exclusive brand outlets and online platforms Shopping Behavior: Social media and word-of-mouth are leading sources for discovery In-store displays, personalized assistance and visual merchandising attract most Quality craftsmanship and real zari material are ranked very high in order of importance by most customers Decision Matrix Factors: Quality Craftsmanship - rated very high importance by most respondents Real Silver/Gold Zari Use - rated very high on importance after craftsmanship Unique Designs - rated high preference after above factors Brand Reputation and Exclusivity followed next in consideration set 5. Customers Dipstick survey on buying and shopping behavior and decision matrix 5 C’s Analysis
  • 9. 1. Demographic segmentation: The who 2. Psychographic segmentation: The why 3. Geographic segmentation: The where MARKET SEGMENTATION Age: 25-60 years Gender: Female Income: Upper middle class and affluent households Lifestyle: Traditional yet modern, appreciates finer things Personality: Confident, socially conscious, seeks exclusivity Occasions: Weddings, traditional festivals, corporate events Concentrated in South Indian Cities Like Hyderabad, Bangalore, Chennai Buying for Bridal Purpose Other metro cities like Delhi, Mumbai, Kolkata Affluent Tier 1 and 2 towns and cities Key NRI markets in UK, US, Middle East, Singapore with large Indian diaspora populations 4. Behavioral Segmentation: The how Benefit Expectations: Exquisite designs, premium fabrics, handcrafted appeal, status symbol Brand Loyalty: High loyalty for heritage handloom brands Usage Rate: Light and medium users, occasional heavy users Readiness to buy: Ready buyers, especially for weddings 5 C’s Analysis
  • 10. TARGET AUDIANCE Primary Target Audience: Urban Indian women aged 28-55 Socially conscious and value cultural heritage Fashion forward, style icons in their social circle Professional success and high household income Purchase designer clothing for special occasions Secondary Target Audience: NRI women aged 30-55 living in key global cities Working professionals or affluent socialites Active on social media and engage with luxury brands Purchase high-end Indian ethnic clothing Tertiary Targets: Celebrities, influencers, society women for visibility Wealthy patrons - industrialists and community leaders Social impact focused organizations and publications 5 C’s Analysis
  • 11. BRAND PERCEPTION MAP (High ) (Low ) Design Exclusivity Price Perception (High ) (Low ) Created a perceptual map showing positioning of luxury saree brands like Sabyasachi, Gaurang and Raw Mango across price perception and design exclusivity dimensions. Positioning Strategy
  • 12. Functional Benefits: Emotional Benefits: Attributes: Value: BRAND LADDER Captivating and exclusive designs Certified Real Gold and Silver Zari Kota Weaves, The Sonchiraiya saree holds immense value as a cherished family heirloom, passed down through generations. Each saree carries a rich story of craftsmanship and love, making it a precious part of family history. Intricate handmade craftsmanship With Real Gold and Silver Zari Priceless lifetime value Positioning Strategy
  • 13. POSITNING STATEMENT For: Our Brand is: That provides: Because: Unique design and authenticity certificate of real Zari purity Heirloom luxury handloom sarees where the saree becomes an heirloom jewelry piece, binding generations together. Affluent women aged 25–60 focused on bridal and festive occasion wear and valued heritage crafts and exclusivity Positioning Strategy
  • 14. BRAND'S PORTFOLIO Sonchiraiya is the parent company, with no other products in their portfolio besides sarees. Their core competency and main offering is sarees. They have tried expanding into dupattas, suits, and lehengas in the past, but those were also made from sarees. Suits are not a good option for them to pursue further as the kota material used stretches due to sweat. Also, real zari makes Products costly, while there are many similar priced alternatives already available in the market. ZARI KOTA SAREES NON TISSUES SINGLE TISSUES DOUBLE TISSUES DEPTH IS NOT APLLICABLE DEPTH IS NOT APLLICABLE DEPTH IS NOT APLLICABLE
  • 15. BRAND'S ARCHITECTURE House of Brand Nabh focuses on digitally printed sarees The base material used is Khadi fabric The sarees under the Nabh brand are in the premium price range from 10,000 to 15,000 INR Brand architecture strategy- such as through the host wearing Nabh sarees. While showcasing Sonchiriya's brand sarees in live sessions and occasionally mentioning or tagging the brand on social media or other platforms, they're keeping Nabh visible to the Sonchiraiya audience.This helps maintain brand awareness and recognition without directly linking it to Nabh in every instance Nabh is positioned differently with its own unique features, pricing, and target audience. Therefore, they want to avoid diluting Sonchiraiya identity by constantly associating it with the Nabh brand. they're careful about using the Sonchiriya name with Nabh,
  • 16. Brand strategy BRAND IDENTITY AND ITS CORE ESSENCE Saree becomes an heirloom, whispering stories through the years. Physique: Artisanal, Handcrafted, Luxury, Golden Bird Personality: Confident, Responsible, Sophisticated, Story teller, Craft preserver and Revivalist Culture: Heritage, fusion, Craftmen wellfare and Creativity/Innovation, Pride Self-Image: Sophisticated, Traditional, Passionate, Authentic and Down-to-earth Reflection: Luxury enthusiast, Discerning collector, High-end collector, Craft saviors, Cultural connoisseurs Relationship: Empowered and Regal Radiance Core essence-
  • 17. Gold tones reminiscent of fine heirloom jewelry Logo: Colors: Symbols The Sonchiraiya logo features an intricately embellished golden sparrow reflect India’s “sone ki chidiya” heritage. . BRAND VISUAL DESIGN ELEMENTS Packaging:
  • 18. BRAND VERBAL ELEMENTS Tagline : Brand Voice: Brand tone: Brand Story: Regal and How Authentic, An authoritative, Passionate Powerful ,Nostalgic ,Inspiring The Sonchiraiya story continues weaving...one thread, one handloom, one conscious customer at a time SónChiraiya's commitment to creativity and craftsmanship extends beyond its exquisite sarees; it is a celebration of Indian heritage and tradition. The brand's dedication to reviving the art of Zari Kota not only preserves ancestral weaving techniques but also uplifts communities, providing livelihoods to over 150 families in Rajasthan. As the brand gains global recognition, its statement sarees become more than just fashion—they are investments, family heirlooms, and cultural treasures. With a growing clientele that includes socialites, celebrities, and influencers, SónChiraiya aims to propel the Zari Kota revival movement onto the global stage, spreading the legacy of Indian craftsmanship worldwide.
  • 19. BRAND COMMUNICATION STRATEGY Social media: In the digital age dominated by social media, SónChiraiya thrives exclusively on Instagram, weaving captivating narratives around each luxurious handloom saree. Through engaging IGTV showcases and model photoshoots, the brand transports viewers into a realm of artisanal craftsmanship and opulence. Leveraging performance marketing and influencer partnerships, SónChiraiya seamlessly converts Instagram engagement into sales, creating a digital marketplace where tradition meets modernity. With each post, the brand's legacy unfolds, captivating audiences and forging connections in the vibrant world of social media. Offline Touchpoints: Catalogs - Engaging with existing customers and promoting new collections PR - News coverage and product seeding to influencers generate credibility Print media- Occasionally publishing on newspaper only they have exhibitions or some events SEM/SEO - Drive site traffic and conversions through optimization and paid Ads from instagram and facebook Digital Touchpoints:
  • 20. SónChiraiya utilizes paid ads on Facebook and Instagram to introduce its luxurious handloom sarees to a wide audience, driving traffic to its website and social media profiles. AWARENESS INTEREST DESIRE ACTION Interested prospects Send a message through instagram Dm’s SónChiraiya offers interested prospects the chance to book video call appointments for personalized consultations and styling tips, increasing their desire to make a purchase. After the video call appointments, prospects can make purchases directly from video call platform, completing the transaction and becoming customers of SónChiraiya. BRAND FUNNEL/SALES FUNNEL
  • 21. BRAND COMMUNICATION STRATEGY SónChiraiya's communication underscores its brand strategy of blending tradition with modernity in luxurious handloom sarees. Emphasizing rich heritage and artisanal craftsmanship alongside contemporary appeal, the brand positions itself as a symbol of elegance and sophistication. This message resonates with modern women seeking timeless beauty, fostering brand identity, recognition, and loyalty. Brand’s communication objectives: Increase Brand Awareness Drive Engagement Educate Consumers Encourage Purchase Consideration Foster Brand Advocacy To persuade consumers, SónChiraiya employs tactics such as storytelling, personalization, social proof, exclusive offers, and expertise and authority.
  • 22. Since the brand has never conducted an equity survey and no information is available, I highly recommend doing so and sharing some view points from my experience- 1. Brand Awareness: Our brand's level of recognition and familiarity among consumers is crucial for driving consideration and preference for our handloom sarees. Building strong brand awareness through strategic marketing efforts, including social media campaigns, influencer partnerships, and targeted advertising, is essential to expanding our reach and attracting new customers. 2. Brand Associations: The positive attributes and characteristics that consumers associate with our brand, such as tradition, craftsmanship, and elegance, play a significant role in shaping brand perceptions. By consistently delivering high-quality products and exceptional customer experiences, we can reinforce positive brand associations and differentiate ourselves from competitors. 3.Brand Loyalty: Cultivating strong brand loyalty among our customers is essential for driving repeat purchases and fostering long-term relationships. By prioritizing customer satisfaction, offering personalized services, and implementing loyalty programs, we can encourage repeat business and turn satisfied customers into brand advocates. 4.Perceived Quality: Consumers' perception of the quality and superiority of our handloom sarees compared to competitors is a critical determinant of brand equity. Upholding the highest standards of craftsmanship, using premium materials, and showcasing attention to detail in our products can enhance perceived quality and justify premium pricing, positioning us as a trusted and desirable brand in the luxury fashion market. RECOMMENDATIONS
  • 23. RECOMMENDATIONS 1. Strengthen Online Presence While SónChiraiya has a strong presence on Instagram, it can further expand its reach by optimizing its website for ecommerce, improving search engine optimization (SEO) to drive organic traffic, and leveraging other social media platforms such as Facebook, Pinterest, and You Tube to reach a wider audience. Tangible gains: Increased website traffic, higher conversion rates, and broader brand visibility across multiple channels. SónChiraiya can engage customers more effectively by implementing a customer relationship management (CRM) system to track customer interactions, personalize communications, and provide proactive customer support. Additionally, introducing interactive features such as live chat support and virtual try-on tools can enhance the overall customer experience. 2. Enhance Customer Engagement: Tangible and Intangible gains: Improved customer satisfaction, increased retention rates, and higher customer lifetime value. 3. Expand Product Offerings: While SónChiraiya specializes in handloom sarees, it can consider expanding its product range to include complementary items such as blouses, accessories, or home decor items. This diversification can attract new customers and encourage existing customers to make repeat purchases. Tangible and Intangible gains: Increased average order value, higher revenue streams, and a broader customer base.
  • 24. Given the growing consumer demand for sustainable and ethical fashion, SónChiraiya can differentiate itself by prioritizing eco-friendly practices, transparent supply chains, and fair labor practices. This commitment to sustainability can resonate with socially conscious consumers and strengthen brand loyalty. 5 .Invest in Sustainability: Tangible and Intangible gains: Increased brand loyalty, improved brand reputation, and access to environmentally conscious consumer segments. SónChiraiya can leverage its existing customer base to amplify brand advocacy through referral programs, user-generated content campaigns, and influencer partnerships. Encouraging satisfied customers to share their experiences and recommendations can enhance brand credibility and attract new customers. 4. Strengthen Brand Advocacy: Tangible and Intangible gains: Expanded brand reach, higher conversion rates from word-of-mouth referrals, and enhanced brand reputation. By implementing these strategies, SónChiraiya can create a complete brand experience that captivates customers, fosters loyalty, and sets the brand apart in the competitive landscape of luxury handloom sarees.