Brand- Sajsavar
Ajinkya J
Section I : Crafting the core value prop
Step 1: Understand the product
What if your product really in the business for?
Our Product is in the business for providing a means of self-expression and personal style enhancement. The core purpose is about offering customers the opportunity to express their individuality, enhance their beauty, and feel confident in their appearance. The jewellery enables showcasing personality, keeping up with fashion trends, or maintaining a sense of timeless elegance, depending on personal style preferences. Our product bridges the gap between personal identity and outward expression through stylish, accessible, and versatile jewellery options.
What problem does your product solve?
Sajsavar tries to solve the problem of rightly styling the jewellery. Women often find it difficult to choose the right jewellery for themselves that can complement their outfits. Our brand provides a timeless and versatile curation which can be easily styled while looking elegant and giving a non-tacky appearance. Furthermore, we also educate the audience on styling, which can assist them in their decision-making.
What are some customer benefits?
Affordability, experimentation with style and Fashion Flexibility
How is your user currently solving this problem?
Local Stores Amazon, Nykaa, Myntra, Instagram Pages
Step 2: Define Job To Be Done of your brand
Is your product operating in a new category or an existing one?
Sajsavar Jewellery is a new product in an existing category of artificial jewellery market which is mainly an unorganised market.
How are you different from competitors?
Curation and styling education
Who is the competitor?
Rubans,, Joules by Radhika, Qis by Ashmeet, Kushals
What are they leaving on the table?
Styling education
What are you optimising for?
Brand awareness, Preference, Distinctiveness
Is your product a push or a pull product? How will the JTBD of your product changes based on it's category and type of product.?
Pull Product
As our brand is a new brand in an existing category it needs to solve for Distinctiveness, preference & brand awareness.
The brand will solve distinctiveness by uniqueness in curation and packaging, storytelling and education on styling.
Preference and Awareness can be solved by content creation, collaboration and partnership with fashion influencers, and appealing brand visuals.
Step 3: Understanding your user (define ICP)
Step 4: Articulating the core value prop
For [Contemporary Indian women] who [need to enhance their look with [versatile jewellery sets] sajsavar is [online artificial jewellery store] that [ provides curated elegant contemporary and traditional designs which can be styled easily without looking tacky].
Section II : Find your brand wedge.
Step 1: Answer 5 core questions
What are some category insights? What are the top problems the category is suffering from?
Difficulty Selecting the Right Jewelry Based on Outfit: One of the primary challenges within the jewelry category is the difficulty that many individuals face when trying to select the perfect piece of jewelry to complement their outfit. This problem arises due to various factors such as personal style, occasion, and outfit color. People often struggle to make the right choice and enhance their overall look with suitable jewelry.
Limited Options in Local shops- Local jewelry stores often offer a limited range of options, which restricts customers' choices. This limitation can lead to frustration, especially when shoppers are looking for unique or specific pieces
Low Quality jewellery - Another significant issue in this category pertains to the perception of jewelry looking cheap or of low quality. Customers desire jewelry that not only complements their attire but also appears elegant and valuable. The challenge lies in finding pieces that strike a balance between affordability and a sophisticated appearance ( Real Looking Jewellery )
What are your user problems? What are the top problems the user faces?
Difficulty Selecting and Styling the Right Jewelry:
Users often encounter challenges in selecting and styling the appropriate jewelry to complement their outfits, considering factors like personal style, occasion, and color coordination.
Desire for Real-Looking Jewelry:
Many users express a strong preference for artificial jewelry that closely resembles real jewelry in appearance and quality. Finding such pieces can be a significant challenge.
Skin Rashes and Allergies:
Some users face the problem of skin rashes and allergies when wearing certain types of jewelry.
3. What are your user non-negotiables?
1. The jewellery should look good and suit their outfit
2. Aesthetic Appeal: Users generally expect artificial jewelry to be visually appealing and closely
resemble real jewelry in terms of design, finish, and overall aesthetics.
4. What are your user negotiables?
1. Material Composition: Users may be open to various materials, including metals, alloys, and
non-metal options, as long as they meet the criteria of affordability, durability, and hypoallergenic
properties.
Customization: While customization options are appreciated, users may be flexible if they
find pre-designed jewelry that aligns with their style preferences
5. What are their aspirations?
1. Trusted Brands
2. Personal Expression of their style
3. Trendy Designs
Step 2: Define your brand a wedge
If category perception [its difficult to style and select jewellery ] & my user feels [they dont know whether they are selecting right option to suit their outfit], then my brand will always solve for [helping them style the right jewellery based on outfit, occasion, as per their requirement].
Step 3: How will your brand look?
I am [elegant and desirable ] but I am not [unattainable]
Step 4: How will your brand speak?
I am [friendly] but I am not [overly casual]
Step 5: How will your brand behave?
I am authentic, but not confrontational.
Section III: Apply brand on & off the product
Apply the brand footprint to how you behave with your users.
Your refund policy
IVR flow of your escalation service
1. Average time it takes to answer a customer
5-10 Minutes
2. Average time to solve a query
1-2 Days
What is your turnaround time to replace a defective product/service?
2 days
Calling scripts from customer support executive
Customer Support Executive = (CSE)
Script 1: General Inquiries
CSE: Hello! Thank you for calling Sajsavar Jewelry. My name is [Your Name], and I'm here to help you. How can I assist you today?
Customer: Hi, I was wondering if you have any new arrivals in your collection.
CSE: Certainly! We have some beautiful new pieces that I think you'll love. Let me guide you through our latest arrivals.
Script 2: Order Status Inquiry
CSE: Good day! This is [Your Name] from Sajsavar Jewelry. How can I assist you today?
Customer: Hi, I placed an order a few days ago, and I'm wondering about the status of my shipment.
CSE: I'd be happy to help you with that. May I have your order number, please?
Customer: Sure, it's 123456.
CSE: Thank you. Let me check that for you. [hold] Your order is on its way and should arrive within the next two days. I have shared the Tracking id on your WhatsApp now. Is there anything else I can assist you with?
Script 3: Return or Exchange Request
CSE: Hello there! My name is [Your Name], and I'm here to assist you with any questions or concerns you may have regarding your Sajsavar Jewelry purchase. How can I assist you today?
Customer: Hi, I recently received a piece of jewelry, and I'd like to inquire about your return or exchange policy.
CSE: Of course, I can help with that. We want to make sure you're completely satisfied. Could you please provide me with your order number?
Customer: It's 789012.
CSE: Thank you for that. Let me pull up your order. [ hold] I see you're interested in a return or exchange. We have a straightforward process for that. I'll guide you through the steps, and we'll make sure you're taken care of.
Script 4: Product Information Request
CSE: Good afternoon! You've reached Sajsavar Jewelry. My name is [Your Name], and I'm here to help you with any product-related questions. How can I assist you today?
Customer: Hello, I saw a necklace on your website, but I'd like more information about its materials and care instructions.
CSE: Certainly, I can help with that. Do you have the product name or item number handy?
Customer: Yes, it's the "Sophia Diamond Set" with item number J12345.
CSE: Great! Let me pull up the details for you. [pause] The Sophia Diamond Set is crafted from [ ————] As for care instructions, we recommend gently cleaning it with a soft, lint-free cloth to maintain its shine and keep it away from water. Is there anything else you'd like to know?
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Posted Aug 18, 2024
Brand Strategy Develop a comprehensive brand strategy to position Sajsavar as the go-to online destination for stylish, affordable, and easily styled
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