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| Case Studies |
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| Pricol Corporate Services Ltd |
OVERVIEW
Building core strengths is the direction in which modern business is
heading. In order to focus on this, the emphasis is now on delegating
the non productive processes outside the organization. Pricol had entered
this field with a view to supplying the above mentioned demand. The
idea here was to build a brand image which would have key elements that
any large corporation would easily identify with. The parent company
had developed Pricol Corporate Services to originally, deal with its
in house service demands. It was now looking to move beyond this domain
into the public sector. Its brand image carried a lot of significance
now, as the company was going public. A move, in no small part influenced
by the phenomenal rate, at which the country's services sector is growing.
Credibility was the key word and it had to be emphasized on as much
as possible.
FACT ANALYSIS
The shift in this case, involved a sort of make over, to make the company
presentable. The idea was to disseminate a large amount of information
to build the credibility of the organization and to also increase its
brand equity. The logo had to relate to something that was common to
every segment of modern business. The tagline had to be an embodiment
of what the company stood for. The services sector is highly competitive.
We had to capitalize on the Pricol brand name to give us the extra edge.
For this reason the entire company had to reflect a lot of the parent
company's values but at the same time, have a very stand alone solid
professional feel to it.
SOLUTION IMPLEMENTATION
Total quality management is an area which is universal to all organizations.
The logo developed by us combined the elements of a tanagram. Using
the seven pieces which stood for the seven pillars of TQM, the final
logo was crafted out. The tag line 'Enhancing values' fitted in perfectly
with the idea of carrying forth the parent company's values. Further
credibility was added with the aid of a web site and a branding brochure.
These had the advantage of show-casing the company's strengths while
providing a platform to inform the consumers about the company's history.
The end result was a brand that would stand up against competition at
any level. |
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