From local crunch to global munch.
Year
2020Services
- Brand Identity
- Brand Positioning
- Brand Strategy
- Brochure Design
- Email Marketing
- Events and Exhibitions
- Logo Design
- Print Media
- Research & Analysis
- Search Engine Marketing
- Search Engine Optimization
- Social Media Marketing
- Web Design & Development
Challenge
Founded in 1956, New Era Machines began by supplying individual biscuit manufacturing systems within established networks and gradually repositioned itself as a manufacturer of fully integrated biscuit production lines, serving some of the biggest players in India. With this strong foundation, the brand now wanted to strengthen its positioning on the global front, targeting markets in the EU, USA, and beyond.
Insights
To support their repositioning as a global production line manufacturer, a complete brand revamp was recommended, with a communication strategy was planned to focus solely on production lines, targeting two layers: customers seeking solutions for specific product needs, and technically informed clients evaluating expertise, capacity, and the ability to deliver fully integrated, end-to-end production lines.
Since the focus was on the niche segment of the industry, a marketing strategy targeting a narrow, well-defined audience was proposed. It emphasized continuously engaging identified niche customers over a longer period, rather than targeting broader, new audiences in shorter spans, ensuring alignment with those who prioritize quality and long-term performance.
Solution
A complete brand revamp was undertaken, modernizing the logo while preserving the core identity, and aligning all digital and offline assets with the refreshed brand language. A targeted digital marketing strategy was developed, prioritizing channels based on our B2B expertise and insights into customer behavior and engagement patterns. Each channel was assigned a distinct role: some focused on identifying, cultivating and nurturing the right audience over time, while others emphasized brand visibility in high-intent scenarios.
To reinforce these efforts, remarketing campaigns and personalized mailers were implemented, targeting audiences based on their interactions across digital touchpoints and the website. Offline initiatives, including exhibitions, were also aligned with the consistent brand identity and supported by digital strategies designed to drive qualified visitors towards the brand.
Impact
