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Quality comes first and last

Breaking the sea of sameness in the computer accessories market

Agency
Alchemiser Middle East
Client
e-Train
Industry
Consumer electronics
Services
Branding
Packaging

Quality comes first and last

Breaking the sea of sameness in the computer accessories market

Agency
Alchemiser Middle East
Client
e-Train
Industry
Consumer electronics
Services
Branding
Packaging

e-Train is a computer accessories brand that can be found in the computer shops in Middle East. e-Train products compete in the middle down class of accessories. Even from the launch e-Train brand floundered into the sea of no names. With all the communication efforts, people could not associate the e-Train name with the computers accessories. e-Train failed to meet its market potential.

Challenge

How to make e-Train stand out in the computer
accessories market?

Insight

e-Train competes in the medium down computer accessories market, which is flooded by cheap and low quality products. The consumer doesn’t have any guarantees on the purchase. The product can last for a year or crash tomorrow. People were frustrated by lack of quality assurance when purchasing a product at a low price.
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Solution

In a sea of sameness, e-Train reposition as the brand that proposes guaranteed quality products, at a competitive price. e-Train products offer a certification of 2B technology, fair prices, and an appealing design. Through a rebranding process, the new e-Train popped up on the shelfs and proposed an offer that cannot be refused.
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USP

Guaranteed Quality at a
Low Cost

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Results

TIn the first six months from the new e-Train generated a push in sales with 30%. The sellers in computer shops received an increase number of purchasing inquires about the e-Train brand. The brand perception and the willingness to buy increased exponentially. e-Train succeeded to differentiate and establish as a reliable computer accessories brand.

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