Meena Bazar, Hyderabad – Rebirth of a Brand with Legacy.

Restructuring Brand Strategy, Re-Positioning, Image Perception, Brand Identity, Stationery, Packaging, Environment Graphics, Signage, Launch Campaign, and Continuation Campaign.

Meena Bazar, Hyderabad is a 50 years old Brand in the Retail women's ethnic wear segment. We had an opportunity to work on the strategizing & Rebrand of this great iconic Brand.

Problem: Ageing of the Brand, Changed Customer Buying Behaviour / Expectations, Image of the Brand & Store Placement made “Meena Bazar” look very old & segment changed to “B-”, earlier it use to enjoy A++ segment Brand Value in Hyderabad. Lost its glory to be a Premium Brand down the line, though has the best products than the premium competitors.

Base & Solution: Understanding TG-Demography & Psychography, Competition, Market Dynamics, and Product Line & created a totally new Brand Strategy with clear “Brand Image Perception“.

According to New Brand Strategy changed Brand Value & Identity and created new Brand Guidelines. Launched their new store in Banjarahills with a luxurious launch campaign targeting younger generations of the A+ segment. The launch campaign was a hit & made the brand successful again.