Brand Name: Esco
Product/Service Type or Description: Distributor

Overview:
Emperor’s Luxury Positioned as the Finest in the American Market

Esco, a distributor of fine silk bedding from China, wanted to expand their market by selling their luxury bedding to the U.S. market.  They did not know where to begin in order to market their product in this country.  MZI Global came to the rescue with an advertising campaign that introduced Esco to the U.S. market.  The results made Esco Silk Bedding a solid retailer of silk in the U.S.

Situation Analysis:

• Esco was currently engaging in a growth strategy by market expansion
• Unheard of within the U.S.
• In need of establishing the brand name and image

Marketing Challenge:

• Create a positioning strategy that would place Esco Silk Bedding as the most luxurious bedding material
• Create an image that will appeal to U.S. consumers
• Create awareness of the Esco brand within the U.S. market

Solution:

• Positioned Esco as possessing the softest, most luxurious bedding
  • Ads portrayed an adorable baby in order to convey softness
  • The fine silk next to the baby’s skin created a powerful association between baby’s softness and Esco silk         
• Placed ads on the internet in order to reach a larger customer base
• Identified target market by using database marketing techniques to isolate consumers with a history of purchasing luxury goods
• Created direct mail pieces, such as brochures, and catalogs, that stressed the high quality, beautiful design, and fair price of Esco silk

Results:

• Significant leap in sales, which created a great jump in profits, and caused Esco to use the smiling face of the baby in subsequent advertising efforts
• Direct mail piece generated a significant response