Florid

BRIEF:

Periyar Polymer pvt ltd was operating in the south indian market under the brand name Skyform as budget mattresses ”Skyform launched new premium mattresses product under the same brand. The premium product was not as successful as the budget product. The market research showed the brand elements associated with Skyform are not appealing to the premium customers.
The Task:
D&P suggested the stakeholders to launch an exclusively premium brand to cater to the upper high income customers. The brand name “FLORID” is arrived at. The brand Florid is positioned as an ultra modern luxury brand. The phrase sleep solutions was used instead of mattresses with the tagline “love yourself” Medium: TV, Print, Magazines, Hoardings
Result:
The brand was able to establish as a premium/luxury mattresses brand in Kerala The brand was able to generate a turnover of Rupees 8-9 cores in the first year.