Case study

Which positioning should Tela use?

According to me, focus should be on authenticity. Authenticity is a popular positioning statement

and recently consumers are responding well to authentic goods (for say, patanjali , bunai).

Authenticity would be a dimension that Saira cannot strongly claim and thus, this could be a
differentiation strategy foe Tela. Saira made their ponchos in Bangladesh and still approaching with
Peruvian heritage behind this design. Tela can use this as an opportunity to claim authentic poncho’s
straight from Peru.

Tela is too focused on competing with Saira and trying to please the customers when they should
focus on finding their own niche and story. They should focus on communicating the values of their
company creatively. Tela can use storytelling to highlight authenticity. I would recommend them to
create an ad campaign that includes weaver’s life, traditional craftsmen earning a living, sending
their kids to school etc. The idea is basically to create a story that displays company’s mission
through social mission and authentic poncho’s which will differentiate Tela’s poncho from Saira and
will also capture the essence of their brand.

Ayushi Gupta