MacV: An "Exclusive-Inclusive" Brand 

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The "What?" 

Indian Eyewear market is expected to grow by US$6.10B in 2024 with an annual growth of 7.54%(CAGR). And 94% of this growth is attributed to non-luxury goods. Now with more than 30  brands in this segment is competing for customer attention Mac V; an Indo-Scottish brand needed to stand out and find space not just in customer wardrobes but in their lifestyle. ​

 

The "How?"

MacV was a paradox - with its more than 80 stores across the country MacV was a brand that was ubiquitous yet hidden in plain sight. The aim was to bring about a behavioural change int he way India customers perceived sunglasses and elevate from being an accessory to a wardrobe essential.

 

I began my journey with a thorough Competition Analysis:

• Peer Brands : Understanding the market dynamics, I delved deep into brands that operated within MacV's price range. By identifying their strengths, weaknesses, opportunities, and threats, I could gauge where MacV stood in relation to its immediate competition.

• Aspirational Brands: Here I went a step further by analysing brands that, while possibly beyond MacV's current price bracket, represented where MacV could aim to be in the future. These insights provided a roadmap and helped me map the right positioning for MacV. 

 

Parallelly, I undertook comprehensive Consumer Research. The objective was to dive into the minds and hearts of MacV's potential consumers and detail out Consumer Personas that captured:

• Tangible Traits: This involved demographics like age, occupation, educational background, marital status, etc. For instance,  the primary target group comprised individuals aged between 27-42, from professions like financial planning, marketing, coding, designing, and more.

• Intangible Traits: These included emotional aspirations and desires. The target group, yearned for travelling, desired good returns on their investments, sought emotional validation, were avid movie/series watchers, and seek a meaningful companionship.

 

Brand Positioning and Identity Refinement

After the in-depth insights from the market analysis-

• The right market Positioning for the brand was charted.

• A Brand Story that blended MacV's Indo-Scottish heritage with its aspirations for the future was written. 

• Followed by crystallising the clear cut Vision and Mission of the brand. 

• Customer intrinsic needs, brand belief system, brand vision and mission finally amalgamated into the Brand Tagline "Everyday Iconic"

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This wasn't just a catchphrase; it encapsulated the brand's spirit, urging individuals to be authentic and true, encouraging them to embrace the extraordinary in the ordinary. This line talks about an exclusive community that is Inclusive  of people who are 100% authentic and celebrate their individuality. It believes the success is not a destination but an everyday honest endeavour. being who you are everyday and giving your 100% into whatever you do is what makes Everdyay Iconic. 

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