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Keventer Metro
Keventers, a 150-year-old corporate entity, acquired a 47% stake in Metro Dairy over two decades ago. Despite this acquisition, Keventers lacked brand equity, while Metro Dairy was perceived as a traditional brand. Genesis was tasked with transforming Keventer into a prominent brand and modernising Metro Dairy into a relevant, contemporary brand.
Objectives
- Redefining the identity of Metro Dairy, signalling a fresh start and reflecting Keventers’ commitment to innovation and progress.
- Creating a modern, consumer-centric brand image through a refreshed visual identity.
- Leveraging digital and social media platforms for effective consumer engagement and communication of brand values.
- Maintaining relevance in the competitive dairy market by adapting to evolving consumer preferences.
Challenges
- Market Competition: Metro Dairy faced competition from established and emerging dairy companies vying for market share.
- Evolving Consumer Preferences: Shifting consumer tastes towards healthier and more diverse dairy options required product innovation and adaptation.
- Brand Perception: To resonate with modern consumers, Keventer Metro needed to redefine its brand perception through strategic marketing and innovation.
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Success and Impact
Despite the challenges, the rebranding of Keventer Metro was a significant success:
Brand Proposition:
Redefining the brand identity from Metro Dairy to Keventer Metro refreshed brand identity effectively signalled a fresh start and commitment to innovation.
Comprehensive Communication Strategy:
Leveraging digital platforms, social media, and experiential marketing, the strategy to effectively engage consumers and communicate the brand’s values.
Media and Fan Engagement:
Utilising popular figures like Sourav Ganguly, Dev, and Raima Sen; the brand successfully engaged with a broad audience.
On-Field Success:
The strategic rebranding enabled Keventer Metro to stay relevant and drive business growth in the competitive dairy market.
Conclusion
The transformation of Keventer Metro showcases the effectiveness of strategic rebranding in overcoming industry challenges and driving business growth. Genesis’s integrated communication strategy, combined with a refreshed brand identity and engagement of popular figures, successfully modernised the brand. The rebranding effort highlighted Keventers’ commitment to innovation and adaptability, solidifying its position in the competitive dairy market and exemplifying the power of strategic initiatives in brand positioning.
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