Category-Home Textiles
Craft a unique brand positioning for a home textile brand playing out in an unorganized
category with no clear differentiators at place.
The Challenge
Our client wished to create & identify a disruptive differentiator that sets them apart from the competition in home textile space in India & in a way aim to redefine the category itself in new found ways. It was also quite a battle to understand a category which was completely unorganized at that time.
The Approach
Butterfly tapped the consumer unconscious mind to identify the unspoken needs and their identity associated with the idea of “home”. We conducted 6-city research speaking to both men & women decision makers of the family in their homes. The indirect method of interviewing using ZMET (Zaltmann Metaphor Elicitation technique) was used with the TG.
The Impact
The brand selected a primary and a secondary consumer persona to guide their product development teams and consecutively build their brand positioning while launching their brand into the markets.