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Drolia Chemical Works

Drolia

Rebranding Drolia Chemical Works

Drolia Chemical Works is the most historical firm, which specializes in cleaning products and has been trusted for more than 70 years. The firm was based on good-quality products and loyalty of customers. By the time that the market was changing while new competitors appeared in the market, the firm realized that it had to change so as to adapt to the new demands by the consumers. The idea behind the company was to renew the brand image and attract a younger audience, yet maintain the strength of the reputation.

The legacy-oriented approach which created the old, stalwart image had to change to something more contemporary and dynamic. Drolia Chemical Works had been a leading player for long but realized that this refreshing of their brand would enable them to reach new customers and connect better with its dealer, distributor, stockist, and retailer network.

Drolia Chemical Works collaborated with BoosturBrand.com, a branding and digital marketing company that is known for the miraculous transformation of companies’ brand image in a competitive scenario. The work was about making Drolia Chemical Works a different and customer-centric company with modern identity, whereas at the same time it was boasting about its long history. The emphasis was on their product line marketed under the brand “Eagle” – cleaning solutions for home and office.

Objectives

Objectives

Below were the main objectives for the rebranding exercise as outlined:

Establish a new and attractive brand identity that would appeal to a new younger customer base but not lose the loyal customers.

Strengthen the bonding between dealers, distributors, and end consumers to foster loyalty and gain higher sales to their products.

Develop a robust online presence that could provide sales and distribution reach across India and other neighboring countries of Nepal.

Make the "Eagle" brand a household name associated with dependability and effectiveness of cleaning products for home and business use.
Strategy

Strategy

To attain these goals, BoosturBrand.com launched an action program that involved a multifaceted overhaul of many aspects of the company. What follows are the details of the main focus areas.

Website Redesign

Objective
To attain these goals, BoosturBrand.com launched an action program that involved a multifaceted overhaul of many aspects of the company. What follows are the details of the main focus areas.
Action

The company website was completely revamped to undergo a complete makeover based on new branding. The website design ensured mobile optimization along with responsiveness so that it is easily navigable across multiple devices.

The company website was completely

As far as the content for the website is concerned, it was updated about clear product description, its benefits, and features. The website was made visually appealing with high-quality images and easy navigation..

As far as the content for the website is concerned, it was updated about clear

A blog section was incorporated to enhance the aspect of SEO, providing content that is informative by nature, which includes cleaning tips, usage guides for products, and ideas related to environmental sustainability. This enhanced search-engine rankings but also positioned Drolia Chemical Works as a thought leader in the industry.

Packaging Redesign

Objective

Overhaul the appearance of product packaging so that it appears aesthetic and better represents the values of the company.

Action

The new packaging of the product would give it a completely new design language in such a way as to make it unique on the shelves. The aesthetics had to be modern, bold, and communicate the product benefits clearly.

The new packaging of the

The firm redesigned the packaging with environmentally friendly materials reflecting a growing preference by consumers towards sustainability. This also helped in attracting the ecological customers by signifying that the brand is working to minimize its footprint.

The new packaging design included the new version of the Eagle logo, which signified the strength and reliability of the brand by keeping a modern, sleek and professional appearance.

The new packaging design included the new version of the Eagle logo, which signified the strength and reliability

Marketing Collaterals

Objective

To create sales promotional material as well as introduce the brand through various media.

Action

BoosturBrand.com designed print and digital marketing aids, like brochures, flyers, and product catalogs. Such material was in line with the new brand identity and was forwarded to dealers, distributors, and retailers.

Promotional handouts would be designed so that the key product features and benefits could be concentrated on with the company's heritage along time, thus building trust and credibility for the target as well as existing customers.

Exhibition and Event Design

Objective

Greatest possible brand exposure and engagement at exhibition and event venues.

Action

A range of attention-grabbing exhibition booths have been developed that can attract customers to the shows. The further interactive exhibits include live Eagle cleaning products displays that allow prospects to experience for themselves how the products work.

The displays of big eye-catching visuals of the new updated packaging and branding created a long-lasting and seamless experience with the visitors.

The displays of big eye-catching visuals of the new updated packaging and branding created a long-lasting and seamless

Social Media Marketing Campaign

Goal

Increase the brand awareness and consumer engagement through social media platforms.

Action

BoosturBrand.com promoted at all levels of Facebook, Instagram, and LinkedIn. The ad itself was aimed at drawing in the target audience with the explanation of customers' reviews, product demonstrations, and educational material regarding cleaning and hygiene.

Pay campaigns to raise visibility and targeted age group, location, and interest.

Pay campaigns to raise visibility and targeted age group, location, and interest. Pay campaigns to raise visibility and targeted age group, location, and interest.

An SEO strategy was established for the company such that its social media content and website came up higher in the search engine results, which built more organic traffic to the website.

An SEO strategy was established for the company such that its

Customer Engagement Initiatives

Goal

To promote strong relationships with current customers and to attract potential new customers through focused marketing activities.

Action

Promotional offers, discounts, and schemes were provided to the customers for repeat purchases as well as first-time customers to try Eagle products.

Promotional offers, discounts, and schemes were provided to the customers for repeat purchases as well as first-time

More than 1,000 dealers and distributors, as well as other customers, were kept abreast of the launch of the new products and promotional campaigns through tailor-made email campaigns. This boosted loyalty and expanded the sales network for the company.
Results

Results

The rebranding exercise was shown to have great results for Drolia Chemical Works. Among them were:

Increased Brand Awareness

The Company experienced increased web traffic and engagement on their social media sites, as well as organic traffic through the updated website and blog created and optimized for search engines. It made the Eagle brand one of the best and most popular in the cleaning products business.

Adding many dealers and distributors

Primarily in unmolested areas of India and Nepal, the company successfully expanded its dealer and distributor network. This new network had an effect on boosting sales and further increasing product availability.

Excellent Customer & Retailer level Feedback

Updated packaging and marketing materials received the best possible feedback from customers and retailers alike. The eco-friendly packaging was especially well appreciated by environmentally conscious consumers.

Sales Growth

There was significantly increased sales because of the promotional campaigns, new packaging and increased involvement with more customers. Eagle brand increased recognition of the company, and it witnessed revived interest in its products.

Conclusion

The strategic rebranding exercise undertaken in collaboration with BoosturBrand.com was successful to make Drolia Chemical Works change the outlook of the company and approach the target market appropriately. This new identity along with the improvement in aspects of customer interaction as well as a wide array of new scope for business to develop lay the firm in an excellent position to compete and grow in a very competitive market of cleaning products.

The Drolia Chemical Works under the brand of Eagle caries forward the heritage of more than 70 years while using modern modes of marketing to reach the target market of today. The company now has an optimal channel through which it can enjoy benefits in terms of attracting a wider number of customers without losing the loyalty of its valued customers.

Future Plans

Moving forward, Drolia Chemical Works wishes to stretch its product market further through new digital marketing ways and further product development. It has in the pipeline several other products, which are green and eco-friendly. In addition, the company is targeting to strengthen ties with the growing numbers of dealers and distributors currently being associated with the company. The Eagle is also going to invest in some more innovative campaigns for promotion so that it becomes a household name in the home and office cleaning products category.

Our purpose is to build solutions that remove barriers preventing people from doing their best work.

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