Moroccan company's brand management : Bigdil

Résumé du document

Bigdil is a network of stores specialized in the distribution and marketing of accessories and jewelry for women and girls. The brand has been a leader in Morocco for several years, but with an unfavorable economic context, the brand knows the failure and its stores begin to close one by one.
This brand marked my adolescence as well as a large majority of Moroccan women, and seeing it disappeared tears my heart. And as I am now a consultant for the modern marketing agency "boom" who has been instructed to help modernize brands, I will do my best to raise the brand to be successful.

Extraits

[...] • Another element that Bigdil should develop is the welcome. It's something essential that is a little bit neglected. Of course, it is necessary to say "hello" to each person who returns in the store, which is often not the case Also, when someone is walking around the store, sellers should not rush to her with "Can I help you?" Because the person usually responds “I'm fine, if I need I'll ask you” because she's afraid she'll have to buy something. [...]

[...] • Marketing focused on loyalty and proximity. • An atmosphere marked by euphoria, joy, enthusiasm, energy. "Sparkling side." E. Merchandise Accessories, jewelry, bags, scarves, beach accessories, the little beach dresses, flip-flops, watches, glasses, kits, belts, hair accessories, makeup, hygiene products. F. Design • The store concept was designed and revamped by DRAGON ROUGE, an architecture and design firm in Paris. • The architecture and design of the spaces contribute to creating a pleasant and unique environment whose key words are warmth, proximity and simplicity. [...]

[...] So the product offering aimed at a female target regardless of age and style. II. Current brand equity III. Target audience IV. Brand promise V. Competing brands VI. Brand positioning statement VII. Ideas To revive this brand, I suggest you, to opt for these innovative strategies, which are virtually non-existent in Morocco, and which can attract a large number of customers. • The first is to put a showroom space in the store, which will allow the customer to test live products. [...]

[...] And as I am now a consultant for the modern marketing agency “boom” who has been instructed to help modernize brands, I will do my best to raise the brand to be successful. I. The brand attributes A. Name The big deal in English gives the name to this shop: Bigdil, misspelled voluntarily to facilitate the good pronunciation (because the majority of Moroccans do not speak English). B. Logo The flashy colors and the orange flower on a green background, iconic Bigdil logo • A visual identity with a strong sympathetic capital (the flower). • A fresh and natural color code easily identifiable (the green anise). [...]

[...] • Bigdil is my landmark with friends: A meeting place in the city. • Real shop 100% girls. • A true garden of the accessory, a haven of peace compared to the rest of the street. D. Concept • A self-service concept that brings together several families of products under one roof by offering a wide choice to customers. • A collection approach that offers fashion at low prices and big deals. • A total look: from head to toes. [...]