Brand Name: Ka-ra-van
Product/Service Type or Description: Retail/Consumer Products

Overview:
MZI Global Produces Award-Winning Catalog for Karavan

Karavan, a brand manufacturer, sells its clothing line to retail outlets and boutiques.  They contracted MZI Global to create their Fall/Holiday catalog.  They desired to distinguish themselves from the crowd and have customers racing to order their fashions.  MZI Global delivered a quality catalog that was effective in developing more business opportunities for Karavan.  Our first class catalog garnered the Gold Ozzie Award for Catalog Design Excellence.

Situation Analysis:

• Fairly unknown within the U.S. market
• Business to business selling
• Clothing was casual targeted to the 25-35 demographic

Marketing Challenge:

• Distinguish Karavan from the rest in the industry
• Increase brand familiarity among business clients
• Convey a strong memorable image for the brand through the catalog

Solution:

• Business to business marketing: although Karavan was engaged in B2B, MZI Global’s strategy was to market the brand in a way that would appeal to end-consumers therefore having them pull the brand through the retail stores
• Tradeshow promotion included:
  • Ad placement in directory
  • Point of purchase displays
  • Booth design
• Database marketing with B2B mailing lists of all potential customers, involved:
  • Direct selling by mailing out 5,000 catalogs prior to the trade show
• Catalog development:
  • MZI developed a catalog that showcased Karavan’s fashions:
    • Generated positive emotions for the brand
    • Product-focused, depicted different product attributes

Results:

• MZI Global’s catalog increased Karavan’s sales by 40%
• Sentimental and “in-touch” quality of the catalog generated a loyal customer base and increased repeat purchases
• We received the Gold Ozzie Award for Catalog Design Excellence