Greenways Brand Doc 360

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Learning about your brand
Learning about your brand

WHY IS THE BRAND WORKING WITH ADBUFFS?

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, lead conversion

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)

Service: Ads / Ads+ Emails/ Emails?

*follow up*

Experience with previous agency

August-Sept 2020- developed website

+ social media presence for past 4 years

BRAND PERSONALITY (IF ANY)

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+

BRAND VALUE PROPOSITION

What?

pure handloom/handcrafted products

same look can be achieved with a cheaper/synthetic fabric

but prioritize quality

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

Why?

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

How?

Strongest Value proposition

100% Handcrafted

High Quality

carefully selected

very diverse range (exhaustive)

experienced player since 1942 (3rd gen)

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What is your story?

1. ORIGIN STORY

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

2. NAME STORY

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

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US VS THE INDUSTRY

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

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TRENDS STORY

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

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PRODUCTION STORY

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, vendors have very small customer base, 5-10 traders, all designs are very exclusive and hard to find elsewhere in other store

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DESIGN STORY

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

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PRICING STORY

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

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