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COPYWRITER BRIEFING INPUTS
ABOUT BRAND
ABOUT BRAND
About Brand
Property
Value
1
Name of your brand
Greenways
3
All your Social media handles (insta, youtube, facebook etc)
pinterest, youtube, *follow up*
4
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)
5
Experience with previous agency
August-Sept 2020- developed website
+ social media presence
No returns
7
Links to FAQ about the product you’re promoting
8
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*
9
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
10
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
11
The Gap in the market
What is missing in the market?
What do you think this should be there in the market?
Something your competitor is not well at doing?
12
What have you / your company done, seen, or thought that makes you better than your competitors at delivering?
Do you have any kind of credibility about your brand?
Ex: Plastic-free, Earth-friendly- Any unique USPs, Any certifications, Past experience, Awards or achievements?
Conscious effort to provide what is shown, don’t compromise on the quality, higher price range, same price range as Kalpana, but Kankatala- lesser, differences in running costs bc North Indian/South indian market
deal in pure handloom/handcrafted products
same look can be achieved with a cheaper/synthetic fabric
but prioritize quality
offline conversions are good bc customer can see/experience the product quality in-store
but online, hard to show quality
very few players able to sell exclusive designs and fabrics
100% handcrafted- USP
Product is out of stock by the time customer checks out cart after 5-7 days
promote products that can be produced in 5-7 days, that can be available for sale, at least 90% of the products
same stock for both offline and online
13
What do you dislike about your industry?
What’s wrong with the way your industry currently operates that you would love to fix?
Something that you don’t like about the way the industry has been running?
Ex: Maybe false claims or high pricing, unsustainability, marketing gimmicks, etc..
Educate customers difference b/w knock-offs and original pure handwoven product, high price reflects quality/essence of the fabric, market as exclusive, pure, build confidence about product in the consumer, niche market
14
What are the trends and changes that affect your industry? What can you do to be on the cutting edge of those changes?
Example:
Detergents- Tide pods, liquid, powder
Skincare- Glass skin, Cloud skin
Comfort > looks, sarees- occasion-wear these days, driven by festivals, wedding season
consumer driven by discounts
25% off on 100rs > 75rs product
End of Season sale twice a year- July & january
50% of business conducted in 4 months
End of Season sale- to apply online as well
site-wide discount of flat 25% off during offline sale
15
Mention Min 3, Max 5 Facebook interests associated with your brand / products (eg wellness, yoga etc)
ethnic wear, jewellery, bags, gifting, sarees, fashion, fashion designers, occasion wear
16
Any unique selling point? How is our brand different?
Are you catering to a different market?
(Ex: accounting software for small biz owners or accounting software for startups?
ALL, who serve only plus size clothes.
a skincare brand especially for African-American skin type)
Internation market- singapore, UAE, USA, UK
NRIs source outfits from family living domestically
salary of 100,000 salary - greenways
Is there any innovation you’re bringing to the industry?
(Ex: airbnb has a different way of solving the hotel reservation problem,
Clothing brands who take back your old clothes and offer discounts on new purchases,
Maggi Pichku made of plastic because the glass ketchup bottle falls and breaks)
100% handcrafted, finest collection of Banarasi sarees, appealing colours, variation in fabrics as well, tassar, tissue etc
good grasp on colours & designs, for eg: red silk kanjeevaram
border- cheque , designer./embroidery sarees- affordable range of sarees under 10K
Is there a Different production or creation process involved?
(Ex: Small batch productions/Made to order or large scale products? What is the advantage of it)
100% traders, buy directly from wholesaler, big market of rewholesalers in the intl market- also a big clientele for the brand, tap into B2B as well
Are the product designs different or unique?
(Ex: Pringles coming in cans as even sized chips while normal chips are all different, way of packaging or even production process, design of the product or design of the packaging)
appealing colours, border designs are fresh, like abstract concepts, selection more unique at Greenways, not common, contemporary designs, colour combinations etc, designs only found at Greenways, vendors have very small customer base, 5-10 traders, all designs are very exclusive and hard to find elsewhere in other stores
Does your brand have a different worldview
(Ex: brand values and beliefs - socially conscious, charitable, green etc)
(Kinder to planet, fair to employee,
Sourced ethically, FDA approved, ISA approved.)
respect tradition and heritage, while embracing change in culture & society, brand is ever-evolving to keep up with the new world/fashion industry
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