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Greenways Brand Doc 360
Greenways - Brand 360
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ABOUT BRAND

About Brand
Property
Value
Name of your brand
Greenways
Website url
All your Social media handles (insta, youtube, facebook etc)
What is the goal of your engagement with us?
Do you want to generate more leads?
Book more appointments?
Drive registrations?
To make product sales?
Online presence still crucial, necessity for any business, starting promoting on FB/Insta for past 4 years
not getting the kind of business/returns as they should be
Ads- mandatory to grow business
1,25,000/ pm - delhi area, known customer base
want to extend to non-Delhi area, new customers
GOAL - sales of 30,00,000/pm ONLINE only
4-5,00,000 Rs / pm- initial returns
4-5* ROI don’t mind adding more money and resources till the time getting bang for buck (such as kankatala)
Experience with previous agency
August-Sept 2020- developed website
+ social media presence
No returns
Link to Brand Story - About page
Links to FAQ about the product you’re promoting
Do you have heatmaps of the website?
To know where the customer spend most of their time on the webpage
share monthly report on website follow up email to shruti *shopify info*
Story behind the name
Late 30s- grandfather saw a store named White ways in London, wanted to name his store “Greenways”
Big Jo’s, Jainsons, were all part of greenways group in the 1940s
Why did you start this company in the first place?
(“I got laid off” is just as valid as “To share my passion with the world.” Seriously!)
1942- started by grandfather, third generation
traders of imported wool
70s-80s- product line included sarees and indian ethnic wear
Took the business forward built the brand in the delhi area
Late 90s - unstitched dress materials- three piece suit sets
2nd branch @ high street market in delhi in 1993-94- South Ex.
2005- third gen. carry-forward the business
shawls, readymade kurtis, readymade ethnic garments
2013 - CP and South ex. branch divided b/w families
More expansion- new store in Pitampura in 2013
2016- first branch in a mall in Mall of India, Noida
Huge response after opening in mall, revenue-wise as well
customers from neighbouring cities also- Haryana, NCR etc
Ambience Mall in Vasant Kunj- floor not promoted by the mall, hence lukewarm response
oct 2021- Gurgaon opening, City centre Mall- huge fraternity of ethnic garment retailers, ethnicwear hub- v good response, good footfall and good conversion
Lucknow opening in August-Sept 2022
2016- readymade, lehengas, kurti etc - not online bc of sizing/order issues
GREENWAYS
Image- premium, one of the best stores for traditional silk & vintage sarees
printed sarees, only dealing in pure fabrics
primary category price range 5K +
winning category- 10-15K
not affordable, casual, not mass market
very exclusive
TA- Mature audience, not 20-40, mostly 40+
promote it to younger gentry, draping, accessories, etc- aimed towards youth, need to enlarge target audience for future returns, get younger gen excited about the brand, be approacheable to younger generation who remain loyal in their middle-age when they have purchasing power, younger crowd today making parents aware of new styles, as opposed to earlier parents used to encourage , younger gen- decision-making audience
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