Subliminal Ideas Consultancy
Our Success Stories
Sterlomaxx Air Purifiers - You can breathe safely now !
Product line
Sterlomaxx was an innovative product that promised infection-free air for operation theatres, ICUs of hospitals, and laboratories of pharmaceutical companies.
The market challenge
The product line was innovative and ahead of its time. Before the outbreaks of SARS and Covid, awareness of airborne infections was notably low. There is now a greater emphasis on health and safety across various sectors. Despite the product being good & efficacy certifications were available, the product couldn't generate much enthusiasm with the buyers.
What we did
In understanding the market scenario, we identified the need to raise awareness about problem areas and educate potential investors on the importance of air purification in indoor environments. This initiative helped us to generate awareness about the need for the product with the target buyers.
Brand Strategy & Positioning
We collaborated closely with the promoters as part of our brand consultancy to help them establish a compelling identity that resonated with a global audience, ultimately leading to their product tagline: "You can breathe safely now!"
After identifying the target audience, we leveraged our understanding of consumer psychology to assist the company in crafting articles for relevant magazines. These articles not only raised awareness about the need for the product in their facilities, but also created manufacturers' expertise in these subjects. This strategy, informed by principles of behavioural economics, sparked interest and effectively generated sales through this pull strategy & attracted buyers.
The Impact
Soon after our marketing communication was launched, the product sales gained momentum across the Indian subcontinent and in Gulf and African countries. Thanks to our effective brand consultancy, we established a sound distribution network that facilitated local agencies to address customer needs. The brand Sterlomaxx received the best brand award in air purification in 2006 and 2021, underscoring its significance in markets.
Black pearl hostels - Safe I Hygenic I Great Food
Market need identification
At BlackPearl we identified a need for good quality accomodation for students in the educational hub of Pune city.
We understood that students & parents are willing to pay for better equipped, heigenic & secure accomodations during their stay in Pune. We found out during our market research, that most of the facilities couldn't fulfil these basic requirements & students were forced to stay in uncomfortable & unheigenic facilities.
We decided to enter this space with our deep market research & understood what the students wanted during their stay. We developed a hostel catering to all those needs such as, high speed wifi, pickup & drop services, caring warden & staff, 24 hours security, heigenic 4 times meals, everyday housekeeping etc.
This became an instant success as 90% of our facility was booked within a span of 45 days despite positioning it at a much higher pricing than the ongoing market. Our expertise in understanding consumer psycology & scientific approach of market reseach before positioning a product helped us in achieving this grand success.
BlackPearl Hostels opened another facility in the span of 2 years. Eventually this business was acquired by a Delhi based chain of hostels in 2021