JRG Healthcare

Business Design

Brand Strategy

Stakeholder mapping

Market segmentation

Portfolio Design and Architecture

Go To Market strategy

Packaging design

Brand/ Client: JRG Group

Designed for: Designit

Developing a new Brand and Go to Market strategy for a 'Make in India' venture intending to pivot towards medical consumables as a business response to Covid 19 challenges.

Objective

JRG Group of Industries, a tier 1 automotive player based out of India, approached Designit to develop ‘JRG Healthcare's' brand strategy and unique value proposition in the market that is brought to life through its brand language, identity, and packaging design. They also wanted us to revalidate their product portfolio, assess market needs, and opportunities through category assessment and propose go to market strategy for prioritised markets.

Approach

We ran an aggressive two-track project, parallelizing Business design and Brand strategy design for designing new brand identity & GTM strategy for JRG healthcare.

The process included deep diving into product category research, conducting interviews with industry experts, reviewing competitive landscape, analysing market trends and governmental policies for medical consumables, discovering global market entry requirements and distribution channels for prioritised markets.

We also mapped the needs of different stakeholders involved in the value chain and their expectations from a medical device brand to identify the brand positioning, value propositions and guiding principles that would cater to their needs and align to the business vision of JRG. Throughout the process, we worked closely with the client to present insights and identified opportunity areas along with our strategic recommendations.

My role

Led work on brand strategy including competitive analysis, business opportunity mapping, stakeholder mapping, brand positioning, value propositions and brand attributes
Proposed markets to be prioritised based on research and developed Go to market strategy for the brand including recommendations for distribution channels and brand touchpoints
Worked with brand designers for creation of brand identity, packaging design and brand collaterals

Outcome

We designed the blueprint for JRG to venture into domain of healthcare consumables and establish themselves as a global player with a strong Go to Market and Brand strategy

The key elements of the final outcome included:

Opportunities areas
Prioritised geographies for market entry
Product launch strategy
Total addressable market and revenue projections for JRG
Market and stakeholder segmentation
Distribution channel strategy and top players in the ecosystem
Regulatory requirements for entry
Brand vision and market positioning
Brand’s key value propositions
Brand identify and visual language
Packaging design

Despite JRG Healthcare’s strong value proposition of offering premium quality medical consumable products at value for money, JRG had no prior experience or existing presence in the category. They faced a very competitive and mature global market with high barriers to entry and well-established global brands. The challenge for the brand was to not only distinguish and stand out amongst its competitors, but also help build trust and credibility in the market.

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The brand identity and visual language designed not only enabled the brand it to stand out amongst its competitors, but also complimented the desired positioning to enter global markets. It helped position JRG as a credible and expert manufacturer in the global market with an identity that is bold yet focuses on trust & relationship, reassures premiumness and superior product quality. The established visual language was further translated into product packaging and marketing collaterals

Client speak:

‘We truly believe that the brand identity formulated by you and your team for JRG Healthcare is strong, impactful and classy in a minimalistic way. It complements the brand image we had in mind, and we appreciate your efforts in bringing the same to reality.’

-JRG Team

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Recognition:

This project was awarded ‘Honourable Mention’ in IDA awards 2021 and exemplifies the role of design to help companies rethink their businesses as an impact of the pandemic.