parmar international
Sushila Parmar International. India’s largest plastic raw material distributor with multiple national and global clients. In an industry monopolized by suppliers, Sushila Parmar International created its niche through exceptional commitment and service.
After 17 years of phenomenal growth and no formal brand communication, they now wanted the industry to take notice. The biggest plastic exhibition in the country was the stage. The challenge was to identify the brand’s DNA and make it aspirational for their multiple stakeholders.
Research: Uncovering the brand truth by interacting with all stakeholders – the management, the suppliers, and the customers. Understanding their words and reading between the lines, formed the foundation of the brand positioning exercise.
Strategy: This industry empowers businesses, and when businesses grow, individuals grow. So we decided to go for Movement Marketing to make it relatable for every business, and every individual who reads it. While making sure it’s true to the essence of the brand.
The Brand Truth: Hunger for Growth
The TG Truth: Their growth depends on the brand
The Competition Truth: Disorganized, focused on trading, not on experience.
Parmar
Go for More
A Brand positioning that stemmed from the core of the brand itself. A statement that reassured the TG of their growth. A war cry for the internal audience to surpass themselves. And an inspiration for the management itself to keep creating new milestones.
The launch of this happened with a beautifully designed Coffee Table Book launched at Plast India at the hands of the most senior personnel in the industry.
Films that brought out the journey of Parmar and the vision and the core belief of Go for more.
Exhibition theme and panels that married the positioning and met the sales objectives in one stroke, with a thorough build-up across digital channels pre-and-post exhibition.
Repeated a more intense exhibition branding in the next Plast India with a new theme, the same positioning, many videos as teasers, invitations, and social media.
Brand transformation of Parmar from a company to a brand. People started seeing it with awe. It wasn’t just highly noticed but seen as an organized, reliable brand.
More than 6000 visitors in 3 days as a result of the PR, communication, and right strategies. The website visits for the brand increased 3X.
Today, the brand has earned the reputation of a pioneer in the industry as it was one of the first to initiate brand building. It also enjoys high recall for its TG.