Professional Documents
Culture Documents
The purpose of branding earthen lamps or diye is to give a new aspect or dimension to
something that has existed in our markets for years. Earthen lamps have long been used over
various occasions to add to the beauty yet have always been
a part of the handmade goods cottage industry and have
never been given the due importance as something that can
be associated with festivity, joy, happiness, and all the more
brighter aspects of life. Branded earthen lamps would not
only assure that the money spent is worth the color and
memories they add to your little joys in life but would also
offer specially customized earthen lamps for larger orders-
assuring that their clients get what matches their aesthetic
sense and truly complements their style. Earthen lamps at
Chiraghan will be designed with special color schemes based on the events they cater and
offered to customers in such a way that they would be confident over their purchase and
know that they are taking home a true celebration gift.
BRANDING PROCESS:
STRATEGY: The concept and the idea to brand earthen lamps or diye is to let people know
about the festive, and colorful nature of our traditions and culture, The Core aspect is keeping
traditions alive by making celebrations memorable and preserving culture by promoting
handmade goods (earthen lamps).
Chiraghan would not only be offering simple earthen lamps but instead painted/ embellished
earthen lamps that are event based (catering to your needs with style) and giving its
customers an edge over others. These earthen lamps will not only help beautify but will also
be more appealing to the eye of the viewer.
The events catered among others will include Eid, Milad, Independence day, mehndis
(decorated thaals), Basant and various other events of minorities living in the country like for
eaxmple deewali for hindus.
They will also offer customized designs (selection from design palettes) but this would only
be for larger orders: minimum order of 100 earthen lamps.
Branding earthen lamps (diye) will provide the company an edge over competition but at the
same time targets specific market segments: upper middle to high class (lower class and
lower middle would prefer non-branded, plain, low priced (Rs. 5/-) earthen lamps.
Price: Rs. 15/ branded earthen lamp (for painted designs but may vary for special
embellishments).
Differentiation: Designed, painted, embellished (shisha, gota etc) earthen lamps offering
customized designs for larger orders. Designs and color schemes for the diyas will be event
based. Besides this not only will the normal kerosene filled earthen lamps be offered but the
variety would also include colorful wax filled scented diyas to complement the different
celebrations. The clay of earthen lamps would also be molded in Different shapes and
designs. Earthen lamps will also be offered to the customers as a decoration item like candles
with attached stands. With each package for different celebrations special complementary
gifts will also be added to build a strong customer base.
Special Offerings:
Packaging: Cane Basket containing minimum six earthen lamps with transparent wrapping,
together with the logo tag and the precautionary instructions tag. (Special packaging designed
to enhance the company’s image in the minds of the consumer and to make them feel good
about their purchase and guarantee that they take home something worth the price that they
have paid.
A celebration item that help create special memories. Helps celebrate life the traditional way.
Establishes a link to culture, heritage and ones own roots. Offers customization, edge, style,
and perfection.
CREATIVE BRIEF:
Future orientation: easy product and service extension into event planning, event lighting
arrangements and other decorations (tagline: Celebrating life in no way specifies itself to just
diye and the brand name: CHIRAGHAN gives a sense of radiance in life again in no explicit
terms does it in any way relate to earthen lamps. Therefore, it very well can accommodate
change: adding new product extensions or doing business across new lines.
Television advertisement
Print advertisement in cultural and wedding/ bridal fashion
magazines, Sunday newspapers (Instep (The News), Images
(Dawn) etc.)
Brochures for customized design palettes (available only at
outlets and provided on demand)
Signage: sponsored locations around the city (roundabouts,
locations around Lok Virsa (tourist attraction areas: especially places where they come to
learn about culture), folk and heritage museum to show and support our commitment to
preserving culture and keeping traditions alive.
LABELLING: The label tag will be attached with the logo tag and will contain all the
necessary cautionary instructions for the customers to ensure their safety and guide them on
how to light up the earthen lamps or diye (oils that can be used for filling etc).
CUSTOMER BASED BRAND EQUITY:
Advertisements and complementary offerings leave a positive impact when making a choice
AWARENESS: registering your brand in the minds of the consumer (recognition & recall
performance)
Linking earthen lamps to our culture by making them an essential way of celebrating events
(Eid, Milad, Basant, Independence Day celebrations, Mehndi).
In welcome, In Commemoration…
In Festivity and Celebration…
CHIRAGHAN
Celebrating Life! Celebration: encompasses all (recall factor: you
remember CHARAGHAN whenever you think of any celebration)
Complementary offerings are also a way to enhance the recall factor: act as reminders. Apart
from this the advertisements (visual and print) and signage also create brand recognition and
make recalling easy.
Consideration Set: 1. Plain non-branded Earthen lamps (handicrafts): there availability is not
usually known and the customers don’t know if it serves their purpose or no: designs and
colors and styles they actually want. 2. Branded Earthen Lamps (CHIRAGHAN –
Celebrating Life!) all drawbacks covered – greater awareness due to advertisements and
signage.
IMAGE: perceptions or beliefs in consumers minds about the different product attributes/
attached value that the consumers will be using distinctive features: Event based
Designed, painted, embellished (shisha, gota etc) earthen lamps offering customized designs
for larger orders.
Colorful wax filled scented diyas to complement the different celebrations.
Earthen lamps will also be offered to the customers as a decoration item.
With each package for different celebrations special complementary gifts will also be added
to build a strong customer base.
Creating associations making earthen lamps an essential part of celebrations
SALIENCE/ IDENTITY: help create memories and keep traditions alive. Make celebrations
more lively and memorable through CHIRAGHAN Celebrating life!
IMAGERY: ways in which a brand is trying to meet your social and psychological needs.
JUDGEMENT: associations and images you have of a certain product opinions are based
on them.
FEELINGS: emotional attachment or the response customers would have towards a specific
brand how it affects your relationship with each other
Image/ perception about a particular brand/ offer in the minds of the customers
COMPETITIVE FRAME:
Target Market:
Market Segmentation: based on small
homogeneous groups
CONSUMER SEGMENTATION
DEMOGRAPHICS: Upper middle to high class so
moderate to high Income groups
BUSINESS/ INDUSTRIAL SEGMENTATION PSYCHOGRAPHICS: for those who place
PRODUCTS: Offers finished goods importance to culture, traditions & values, fun
BUYING CONDITIONS: easy availability and loving people who know how to enjoy life, people
greater awareness among people about location with an aesthetic sense of style
DEMOGRAPHICS: small scale production with GEOGRAPHIC: Urban areas and most importantly
few employees since it is a cottage industry and major cities like initially Islamabad, Lahore,
initially targeting at maximum market share Karachi
since it holds a monopoly (the only branded BEHAVIORAL: event based requirements (eid,
designed earthen lamps being offered) milad, basant, mehndi, independence day etc)
along with usage as a decoration item
Competitors of branded earthen lamps include local non-branded earthen lamp makers
(kumhaar) who usually make many different clay items. Indirect competition may also come
from other substitute products like candles.
BASIS:
CATEGORY: exists at generic product level. The very basics for a specific category.
Lights: includes all sorts of decoration lights earthen lamps, candles, electric lights
COMPARATIVE COMPETITION: added features to place your brand against
competition.
Customized designs to suit the tastes and
preferences of the customers. Wax filled scented
diye to provide same benefits as a candle but in a
more traditional and appealing manner. Proper
branding and precautionary instructions labeling to
show the customers that we care.
1. Separate attributes or features/ physical attributes you want to link your brand to
Attributes: quality, packaging, designs, color, and customization
A complete package to create a positive perception in the minds of the customers
2. Redefine the relationship: its not just about lighting up lamps or lights, its about the
importance that you give to your celebrations, how you want to remember and
preserve them in your memory and in the memories of people who are a part of it.
How do you want people to look at and remember you (as someone who loves
sticking to traditions yet at the same time has an aesthetic sense to support and carry
that image with style).
UPDATING POSITIONING OVER TIME: it caters to higher level needs above physiological
needs like psychological needs, need for recognition in your society, need for self realization
and actualization. With time the company will have to add more products in order to retain
their current market share ad expand further. They can flow into associated fields like event
planning, event lighting arrangements and other decorations. Later they can move to
categories like designer wedding wear etc which may not be directly linked to the current
offering of the company but indirectly linked to the category that they cater that is
celebrations and festivals.
BRAND ELEMENTS:
TAGLINE: the tagline is “celebrating life”. We had to make our product more than its simple
and obsolete nature. Hence we decided to market it as a decorative item associated with
various celebrations in our lives which are still true to our culture and traditions as is the diya
itself. The use of the product would be categorized with a number of celebrations all year
round. We decided on “celebrating life” as the tag line because firstly it fits our brand concept
and idea perfectly and it successfully takes the brand beyond its simple and obsolete use into
a new product category as a one off decorative item.
COLORS USED:
The colors that have been used for the images in the logo are
all the festive tones and ones that when blended together have
a very soothing effect to the eye. The colors which dominate
are orange and yellow, purple, blue, and green.
This is the reason why the same color has been used for writing the Brand name: Chiraghan
as well.
Yellow: represents joy, happiness, optimism, idealism, imagination, hope, sunshine and most
importantly light.
Green: The color of growth, nature, and money. A calming color also that's very pleasing to
the senses. It is the traditional color of peace, harmony, comfortable nurturing, support and
well paced energy.
DESIGN: the design of each diya is to be associated with a specific occasion. The
embellishment and color combination is to be coordinated with the event. We want to portary
our product to be more than just a simple lamp but a symbol of the event itself, it has to fit in
the ambience or even build it. It can be used to bring in a nostalgic element and to
build an eastern atmosphere.
TYPOGRAPHY: The font that has been used for Chiraghan is simple and clear but has been
given the fiery effect to denote flames/ light coming out of the earthen lamps. For the tagline
Celebrating life a font similar to Monotype Corsiva has been used to give it a more stylish
look against the traditional touch that dominates the entire logo.
COLOR SCHEME FOR EARTHEN LAMPS: the colors will be coordinated with the events the
diya is catering to. With bright colors like red, yellow, orange being used for events such as
weddings , mehndi etc and with more sober colors like white and green being used for Eid
among other religious appointments and Independence day.
PLACEMENT: Since we are marketing it as a decorative item the most obvious placement
would be in stores such as illusions, handicrafts shops. It can be marketed in different arts and
handicrafts forums like the ones held in lok virsa. In addition seasonal stalls can be set up in
the main markets on Eid, Independence Day.
TELEVISION: can get across the message to a larger audience. All home entertainment
channels, family channels can be targeted for promotion especially for slots around lifestyle
and fashion related programs. The best time to air the ad would be after evening (around 6
onwards). This is the peak time during which usually families sit together to watch television
and since the message is meant to craete an emotional appeal to the entire family to help them
preserve their memories this time suits well.
WEBSITE: this has become very important in todays IT era. The website can be used to
market the product with pictures, can be used to get feedback( blogs ). And the website can
be used to place orders by customers. A customization feature can be used, where the
customer can design there very own customized diya, for a premium price.
PRINT: the print add can be placed in various markets. Billboards can be used for
commuters. The ad can be placed in several prominent bridal magazines since they are a big
chunk of the market we are trying to target, and décor magazines can be used as a platform.
Print ad can also be put in Newspapers like Instep (The News Sunday edition) and Images
(Dawn). Brochures can be used for customized design palettes (available only at outlets and
provided on demand)
SIGNAGE: sponsored locations around the city (roundabouts, locations around Lok Virsa
(tourist attraction areas: especially places where they come to learn about culture) like folk
and heritage museum.
ELECTRONIC ADVERTISEMENT:
Point of difference: The difference between our direct competitor and us is that we offer
branded designed, embellished, and scented earthen lamps with the available option of
customization (designs and color schemes).
MESSAGE STRATEGY: again complements the entire theme of festivals and celebrations.
Families comprise of many different individuals so we are actually trying to appeal to each
and every member of our intended segment letting them know that we help create and
preserve memories-help them celebrate their life. And therefore, different events like
Independence day, Basant, mehndi and Eid have been portrayed through the ad. It intends to
promote a message of special love and association towards those who are important to you.
EXPOSURE: The main purpose of the ad is to reach everyone and touch their lives and make
them realize that how we through our product (earthen lamps) can help them feel special
about them. It is a short lifecycle from one generation to the other and intends to create a
feeling of warmth, love and care.
ATTENTION: The message should be put across to the intended audience in such a way that
it grasps their attention only then it will result in a positive response from the potential
customers. The ad uses the typical family, relationships and emotional appeal which
unintentionally engages one towards itself since it enables them to recall something similar
from their past events but the absence of something which is there in the ad (in this case
earthen lamps) makes them realize what could have made their life events more valuable and
memorable not only for them but also for all those who are a part of them. This indirect
engagement makes them sit and watch the ad and also go out and but the product when the
need arises.
COMPREHENSION: The ad generates feelings of warmth for your loved ones. A woman is
shown recalling her childhood, then the fun filled days, followed by her wedding and even
today with her kids the only thing that is common are the earthen lamps or diye at all the
various celebrations. It shows the bonding between diye/ earthen lamps and the good and
memorable life events. The message is that its not about the event and the arrangements that
need to be made, its your perception of how you want to celebrate it. And branded earthen
lamps are not specifically for an event or two but to help you Celebrate Life.
YIELDING: The response shown throughout the ad is favorable as the branded earthen lamps
or diye have moved from one generation to the next adding the same color and joy to events
then and today.
INTENTION: The smile and happiness that comes on the woman’s face looking at the
earthen lamps and recalling her past shows a favorable behavior, a close bonding and gives a
feeling of warmth and love. It emotionally engages the viewers mind and generates a positive
response.
BEHAVIOR: The behavior is what we rely on our consumers. Our focus is on sophistication
and intricacies of relations. Offering something that is traditional, bonds individuals to their
roots yet at the same time is classy and appealing.
PRINT ADVERTISEMENT:
Our print ad has been kept simple with a plain black background and the
company logo on one side. It also carries the complete tagline that is In
welcome, In commemoration… In festivity and celebration…
CHIRAGHAN Celebrating Life! The images used show the usage of earthen lamps or diyas
at various occasions and the different styles and colors of earthen lamps. Colors against black
appear very vibrant and appealing.
Brand positioning is of primary importance to the launch of a new product. Brand positioning
means how the customer perceives the product in comparison to that of the competition. In
our case Chiraghan will be competing with other generic diyas and indirectly with candles as
a decorative item. By branding our product we have significantly added to its values etc to
distinguish it clearly from that of the competition giving it its own identity. We have
associated several points of difference to it namely being packaging, design, logo, color etc.
the tagline we have attributed is a clear representation of our brand positioning the perception
we want to create in the minds of the market.
In order to grow and sustain brand positioning we will continuously have to come up with
new and innovative ideas to keep our brand as vibrant in the market and in the minds of the
customers. To keep our brand positioned in the market we hope to obtain patents and
copyrights to protect the product and our intellectual property from infringement. It is also
important to maintain and guarantee a standard of quality that is quality assurance. We must
make sure that our product is up to the required standards of quality. Also corporate
responsibility must be embraced. Tags are to be attached to the product clearly mentioning
the necessary precautions to be taken with operations of the product.
CONCLUSION:
We wanted to reposition the product in the market and to give it a new perspective. Diyas
have long been used to add beauty, and have been a significant part of handmade goods
industry. They have not been given their due position in the market. What we wanted to do
was take something obsolete and that has been long forgotten and to revamp in to a product
sophisticated enough for today’s customers. We kept the unique element of nostalgia and rich
h heritage that comes with diyas and launched it with an intelligent branding strategy to add
value to its simple nature. We were trying to market simple earthen lamps but by branding
them they have become more then that. We have significantly added value and clearly and
surely distinguished it from that of the competition. We carefully designed a marketing
strategy aimed at the new target market. We hope that Chiraghan will be a success in the
market and hope to expand our operations in the future.