INDIAN INSTITUTE OF MANAGEMENT, BODHGAYA

Project Report
on
New Brand Identity for Analytics Services: Grazitti's Global Expansion Strategy Propelled by
Artificial Intelligence

Submitted To- Submitted By-

Grazitti Interactive Bhushan Kumar Patel - 1120

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 Acknowledgment

I would like to express my sincere gratitude and appreciation to my colleagues and faculties for
their invaluable guidance and support in my project ‘New Brand Identity for Analytics Services:
Grazitti's Global Expansion Strategy Propelled by Artificial Intelligence’.

Their guidance and feedback throughout the course of my study have been invaluable in helping
me develop my research skills and critical thinking abilities and apply the same in this report.
Their dedication and commitment to teaching have inspired us to pursue a deeper understanding
of Brand Management and its practical applications.

I would also like to thank everyone for their patience and willingness to answer all of my
questions and concerns, which have contributed greatly to my learning experience. I feel
fortunate to have had the opportunity to learn from such distinguished scholars, and I am deeply
grateful.

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TABLE OF CONTENTS
Chapter 1: Introduction.........................................................................................4

Chapter 2: Methodology.......................................................................................5

Chapter 3: The Process.........................................................................................6

Chapter 4: Rebranding..........................................................................................8

Chapter 5: Three-Year Roadmap With Marketing Strategy...............................10

Chapter 6: Conclusion........................................................................................12

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INTRODUCTION

Grazitti, a well-known international firm with a solid track record of providing state-of-the-art
technology-as-a-service solutions, is at a pivotal point in its corporate development. The
company has identified the urgent need to undergo a significant transformation in its brand
identity, particularly within the domain of Analytics Services, as part of its strategic growth
initiative. This change is inextricably linked to the company's overarching strategic objective of
leveraging the enormous potential of artificial intelligence (AI) to both enhance its service
offerings and act as a catalyst for its bold global expansion strategy.

The main problem, the existing discord within Grazitti's brand portfolio, demands immediate
attention and action. The company's current brand identity isn't cohesive enough or consistent
enough to convey the significant shift in the company's strategic direction towards AI-powered
analytics services. The inability of Grazitti to establish a dominant presence in strategically
important markets, particularly in the USA, Canada, Australia, and New Zealand, is hampered by
this disconnect between the brand identity and the strategic vision.

Grazitti understands the need for a thorough and well-planned brand identity overhaul to address
this urgent issue. With the decentralisation of the brand portfolio serving as the primary goal, this
transformation aims to accomplish several important goals. This transition to a more simplified
and cohesive brand structure is essential to Grazitti's ability to effectively communicate its
dedication to AI-driven analytics services.

Additionally, the redesign of the brand's identity places a strong emphasis on the incorporation of
AI as the core of Grazitti's analytics offerings. By doing this, Grazitti hopes to establish itself as
a market leader in the field of AI-driven analytics and demonstrate its capacity for creativity,
accuracy, and client-centered excellence.

It is crucial that Grazitti's brand identity effectively resonates with its target markets, particularly
in the USA, Canada, Australia, and New Zealand, given the fluid nature of these strategic
changes. In addition to being essential to achieving brand and strategic goal alignment,
overcoming this obstacle will help Grazitti's efforts to expand globally receive the support and
applause they merit. Consequently, Grazitti's continued growth and prominence in the quickly
changing landscape of AI-driven analytics services depend critically on the execution of this
brand identity transformation.

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METHODOLOGY
Tracing causes and effects of rebranding Grazitti

Theoretical Case study

background

Concepts about Company profile

brands, core entities.

Problems might occur in Problems with the

rebranding. brand.

Industry Renewal
process.

The transformational project to reshape Grazitti's brand identity for Analytics Services has been guided
primarily by secondary research. The primary method for gathering and analyzing the data, information,
and insights necessary to comprehend market dynamics, competitive landscapes, and industry trends is
secondary research. This approach involves a thorough examination of the existing literature as well as
industry reports, market studies, and case analyses, giving a comprehensive picture of the state of the
market and new trends in AI-driven analytics services. Utilizing this wealth of secondary data enables one
to gain a thorough understanding of the competitive environment and aids in the identification of best
practices and productive tactics used by leading companies.

Additionally, secondary research forms the basis for well-informed decision-making throughout the
process of changing the brand's identity, ensuring that Grazitti's strategic direction synchronizes
flawlessly with the sector's changing needs and the company's goals for international expansion.

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THE PROCESS
We started the research process for our thorough brand landscape analysis by meticulously conducting a
brand audit of five significant rivals in the analytics services industry. These companies—ThinkData,
Splunk, CDP, Qrious, and Rubix Data Sciences Pvt. Ltd.—were chosen as important points of reference
so that we could learn a great deal about the world of data analytics and AI-driven solutions. This brand
audit served as a key first step in comprehending target market relevant consumer perceptions as well as
the brand identities pervasive across various geographic regions.

Brand Audit Summary:

ThinkData

Brand Identity: ThinkData stands out as a trailblazer in the domain of external data catalogues,
facilitating seamless access and utilization of standardized data. They serve as a vital bridge connecting
those who possess data with those who seek it, all while prioritizing ethical practices and affordability.

Mission & Vision: ThinkData's mission revolves around empathizing with their clients' challenges as if
they were their own, aiming to disrupt conventional consulting practices by delivering cost-effective and
ethical solutions.

Splunk

Brand Identity: Splunk, a stalwart in the industry since 2003, positions itself as a technological
innovator dedicated to simplifying data analysis within intricate digital systems. Their unwavering
commitment to innovation ensures they remain at the forefront of addressing customer needs, all while
upholding the security and reliability of critical systems.

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Mission & Vision: Splunk's mission is to contribute to the creation of a safer and more resilient digital
world, offering vital support to security, IT, and DevOps teams in maintaining secure and dependable
digital systems.

CDP (Carbon Disclosure Project)

Brand Identity: CDP, as a not-for-profit entity, is at the forefront of driving environmental reporting and
fostering sustainable economies. Their scope extends beyond carbon emissions, encompassing a broader
range of environmental impacts. They are advocates for transparency and the collective achievement of
sustainability goals.

Mission & Vision: CDP envisions a sustainable economy achieved through an understanding of and
action upon environmental impacts. Their vision places utmost importance on transparency,
accountability, and shared success.

Qrious

Brand Identity: Qrious is synonymous with business transformation through data-driven innovation.
They specialize in simplifying complexities and providing crucial insights that empower effective
decision-making. Their philosophy revolves around combining intelligence and creativity to unlock the
true potential of data.

Mission & Vision: Qrious aspires to unlock data-driven intelligence and innovation, empowering
organizations to reimagine their approaches and discover profound meaning within their data.

Rubix Data Sciences Pvt. Ltd.

Brand Identity: Rubix Data Sciences excels in delivering insights that facilitate the management of
credit risks, supply chain robustness, and compliance. Their core focus is on enabling sustainable business
growth through credible and innovative solutions, underpinned by extensive expertise in data and
analytics.

Mission & Vision: Rubix's mission is to empower businesses to thrive profitably by harnessing the
power of data, analytics, and AI, addressing the evolving needs of professionals in today's dynamic
business landscape.

These concise brand summaries gave a quick overview of the distinctive identities, missions, and visions
of each brand. They demonstrate the organization's commitment to delivering significant, easily
accessible, and morally sound solutions in the field of data analytics and AI-driven services by providing
insightful information about the fundamental values and principles that guide these organizations. This
thorough analysis serves as the cornerstone for Grazitti's brand transformation strategy, allowing the
business to successfully position itself in its target markets.

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REBRANDING
Brand Name: Grazitti Interactive

Brand Identity:

Grazitti Interactive stands as a pioneering technology company at the forefront of transforming how
businesses engage with and leverage data. Our identity is emblematic of innovation, unwavering
reliability, and the empowerment of businesses to make astute decisions. We have redefined the very
essence of data interaction, offering a seamless and intelligent experience across an array of industries
and market segments. In the ever-evolving landscape of technology, we are the compass guiding
businesses towards data-driven excellence, consistently setting new standards.

Unique Selling Proposition (USP):

1. Unified Data Ecosystem:

At Grazitti Interactive, we offer an unparalleled, unified data ecosystem that effortlessly amalgamates and
consolidates diverse data sources. Whether it's structured or unstructured data, originating from internal
operations or external markets, our platform ingeniously brings it all together, providing our clients with a
holistic understanding that fuels comprehensive insights.

2. AI-Powered Predictive Analytics:

The core of Grazitti Interactive lies in our cutting-edge artificial intelligence (AI) algorithms. Our
predictive analytics capabilities offer businesses an extraordinary glimpse into market trends, customer
behaviors, and operational efficiencies. This foresight equips our clients with a competitive advantage,
enabling them to stay ahead in today's dynamic business landscape.

3. Adaptive Decision Support:

Grazitti Interactive's platform is a dynamic partner that evolves alongside your business. Continually
learning from your data interactions, it tailors decision support and insights to align with your unique
business objectives. We understand that one size does not fit all, and our adaptability ensures that our
solutions grow in tandem with your ambitions.

4. Real-time Actionable Insights:

In the fast-paced world of business, time is a precious resource. Grazitti Interactive delivers real-time,
actionable insights, empowering businesses to respond swiftly and decisively. Our platform keeps you
ahead of the curve by alerting you to market changes, emerging opportunities, and potential risks as they
happen.

5. Scalability and Customization:

Designed to accommodate businesses of all sizes, Grazitti Interactive's platform is engineered for
scalability and customization. Whether you're a startup or a corporate giant, our platform adapts to suit
your specific needs, ensuring a seamless user experience even as your business expands and evolves.

6. Ethical Data Handling:

At the core of Grazitti Interactive's ethos is a deep commitment to ethical data practices. We prioritize
data security, confidentiality, and compliance with industry regulations, forging trust and integrity within
our platform and with our users. Privacy is non-negotiable, and ethical data handling is our unwavering
promise.

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Mission:
Our mission at Grazitti Interactive is to empower businesses of all sizes, across diverse industries, with a
comprehensive and intuitive data analytics platform. We aim to drive informed decision-making, foster
growth, and enhance operational efficiency while upholding the highest standards of data ethics and
security.

Vision:
Grazitti Interactive envisions a future where data is not merely abundant but seamlessly transformed into
actionable insights. We envision a landscape where businesses are propelled towards success and societal
progress, guided by the transformative power of data.

Logo:
Incorporate elements symbolizing data, analytics, and AI with a modern, sleek design.

Typography:
Use a clean, contemporary font for readability.

Color Palette:
Employ deep blues, grays, and vibrant AI-inspired accents.

Imagery:
Include visuals of global diversity, technology, AI algorithms, and data visualizations.

Tagline:
"Data Empowered, Future Assured"

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THREE-YEAR ROADMAP WITH MARKETING STRATEGY

Year 1: Preparing and Building Awareness

Quarter 1-2:
Understanding the Landscape
The initial phase is dedicated to comprehensive market research. Delve into the market to gain a deep
understanding of the target audience, their pain points, and what sets Grazitti Interactive apart.
Concurrently, study competitors and analyze market trends to fine-tune Grazitti Interactive's positioning
and uniqueness. Develop a robust marketing plan outlining clear goal, identifying target markets, and
establishing key performance indicators (KPIs) to measure success.

Quarter 3-4:
Bringing Grazitti Interactive to Life Online
With a solid foundation in place, the focus shifts to establishing a compelling online presence. Craft a
captivating brand identity, including a visually striking logo and messaging that resonates with the
intended audience. Create a user-friendly website and optimize it for search engines (SEO) to enhance
online visibility. Concurrently, establish a presence on relevant social media platforms and initiate content
sharing to generate anticipation and awareness.

Year 2: Launching and Penetrating the Market

Quarter 1:
Building Excitement
The second year begins with building excitement and anticipation. Launch teaser campaigns on social
media platforms to spark curiosity and generate buzz around the upcoming launch. Collaborate with
influencers and industry experts for early endorsements and reviews to bolster credibility. Host
informative webinars, podcasts, or workshops to showcase Grazitti Interactive's potential and advantages.

Quarter 2:
Officially Introducing Grazitti Interactive
The highlight of Year 2 is the official launch. Host a captivating launch event to unveil Grazitti
Interactive and its innovative features to the world. Simultaneously, initiate multi-channel marketing
campaigns, including online advertising, press releases, email marketing, and webinars, to maximize
reach and engagement. Offer limited-time promotions or discounts to drive early adoption and boost
initial sales.

Quarter 3-4:
Fostering Relationships and Fine-Tuning
The latter part of Year 2 focuses on building relationships and refining strategies. Gather feedback and
reviews from users to understand areas for improvement and future enhancements. Implement an efficient
customer support system to address queries and concerns promptly. Introduce a referral program to
incentivize existing customers to spread the word about Grazitti Interactive.

Year 3: Growth and Beyond

Quarter 1-2:

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Engaging with Customers and Collaborations
Year 3 begins with a focus on customer engagement and strategic collaborations. Arrange events,
webinars, or training sessions to appreciate and engage with customers, fostering loyalty and advocacy.
Collaborate with strategic partners, industry associations, or integration partners to broaden product
offerings and expand market reach.

Quarter 3:
Thinking Global and Scaling Up
In the penultimate quarter of Year 3, explore opportunities in international markets and strategize for
global expansion. Scale marketing efforts based on insights gained from the initial launch, emphasizing
strategies and channels that performed well.

Quarter 4:
Refining Strategies for the Future
As Year 3 draws to a close, it's time to analyze data and refine strategies for the future. Utilize data
insights to optimize marketing spend and strategies, building on successful approaches for the next year.
Plan, considering emerging trends, customer feedback, and the dynamic market landscape.

Throughout this three-year journey, adaptability and flexibility will be essential. It is critical to remain
responsive to market feedback, making necessary changes to ensure the marketing strategy aligns with
Grazitti Interactive's growth objectives and effectively resonates with the target audience. The ability to
pivot and refine strategies in response to changing market dynamics and customer preferences is critical
to success in this endeavor.

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CONCLUSION

With a focus on reshaping its brand identity and boosting its global presence through AI-driven analytics
services, we have uncovered Grazitti's strategic transformation in this in-depth report. This journey is not
just about rebranding; it represents a fundamental change in Grazitti's corporate trajectory, bringing the
business into line with the needs and opportunities of the digital era.

Grazitti's current brand identity and portfolio structure did not adequately communicate the company's
strategic pivot towards AI-driven analytics services, which is where we started. The company's ability to
gain a solid foothold in important markets like the USA, Canada, Australia, and New Zealand was
seriously jeopardised by this misalignment. The foundation for the transformative journey we've outlined
was laid by the pressing need to address this problem.

The methodology used, which mainly relied on secondary research, gave decision-makers a solid
foundation on which to build. We gained a thorough understanding of the analytics services market by
studying the existing literature, industry reports, and market studies. Grazitti's strategic direction was
firmly grounded in market insights and industry best practises thanks to this data-driven approach.

The brand landscape analysis shed light on the identities, goals, and objectives of significant rivals in the
analytics services sector. ThinkData, Splunk, CDP, Qrious, and Rubix Data Sciences Pvt. Ltd. were
included in this analysis because of their dedication to providing innovative, impactful solutions. These
perceptions served as the brand's new compass when developing its new identity.

The result of the rebranding effort was the establishment of "Grazitti Interactive." This name embodies
creativity, dependability, and the data-driven empowerment of businesses. The analytics services market
is expected to be completely transformed by Grazitti Interactive's unique selling propositions, which are
based on a unified data ecosystem, AI-powered predictive analytics, adaptive decision support, real-time
insights, scalability, customization, and ethical data handling.

The three-year roadmap outlined Grazitti Interactive's global launch strategy in detail. The plan was
methodical, starting with careful planning and awareness-raising in Year 1 and ending with the official
launch and market penetration in Year 2. The third year marked the beginning of a period of
development, global expansion, and ongoing improvement. Through this transformational process,
adaptability and responsiveness to market dynamics remained crucial.
Finally, Grazitti's strategic transformation is evidence of the company's dedication to innovation, client-
centered excellence, and the pursuit of global relevance in the field of AI-driven analytics services. This
report presents a comprehensive approach to success in the digital age, not just a revamp of the brand
identity. As Grazitti Interactive sets out on this thrilling journey, it is poised to have a significant impact
on the analytics services sector by providing businesses all over the world with a compass to navigate the
data-driven future successfully and accurately.

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