Brand Name:  Anjum
Product/Service Type or Description: Retail/Consumer Products

Overview:
MZI Global Maximizes Small Budget, Casting Hangtags as the Branding Star

Anjum, a leather manufacturer, needed to market its new collection. Anjum had a limited budget that was just enough to secure itself a place in an upcoming trade show.  They came to MZI Global in need of a cost effective marketing plan that would establish brand recognition among their target customers. MZI Global optimized their resources to provide Anjum with the recognition that they desired, and a well put together marketing campaign at the lowest cost without having to sacrifice service or quality.

Situation Analysis:

• In need of establishing a brand identity, logo, and marketing materials
• Tight budget constraints

Marketing Challenge:

• Create a brand name and logo for a start-up company
• Develop a marketing campaign with tight budget restrictions
• Construct an inexpensive catalog to grab customers

 
Solution:

• MZI Global established a solid brand identity with a new logo, and related marketing pieces that captured the texture and feeling of the leather
• Employed direct marketing techniques:
  • Database targeting: developed a quality customer and prospect database list
  • Launched a B2B mailing campaign to a targeted list of trade buyers
  • Designed accordion fold hangtags that resembled mini catalogs and distributed them to a carefully compiled list of potential customers

Results:

• MZI Global delivered a cost effective campaign that reached many potential customers and established a brand identity for Anjum
• The hangtags proved to be an effective method of generating curiosity for the brand. They were used as business cards, and attached to the sleeves of Anjum coats and pants
• Test studies revealed extremely positive reactions among consumers of the brand and an increase in brand recall