Paint Your Niche – Marketing For Niche Products

Right from the beginning I have been fascinated by companies who create a niche in a segment and make their mark in them. Creating a niche market and projecting yourself as the go-to brand in specify segment not only establishes your credibility over others but also results in a more focused business from your unique value proposition. This helps the brand in creating a strong Bond or “Heart Space”. Not an easy task but those who achieve this are worth a mention in case studies.

The proud moment in such case studies is when such brand is from your own country!!

One such brand that has left a mark on me is “Ozell Cooner” Started by two young friends, Nitin Jain & Kashish Kharakia in year 2008. Journey started with imports of paints and distributing premium decorative, designer and wood coatings from America, France, and Italy, respectively, but as said by Steve Jobs – ” Have the courage to follow your heart and intuition”, so did both of them. After spending first three years in understand the market , they quickly decided to travel across various parts of India to understand the different desire of the customers, their application methods and problems being faced with the products they were using then. Lesson Learnt – Hunger is the biggest driver, people who are Hungary for growth will always find a way and people who are not Hungary will always find an excuse. In 2014, after understanding the exact gaps and requirements of the market, Ozell Cooner launched its products under “Jewell” brand umbrella.

Like its name & brand name Ozell Cooner has differentiated itself from the crowd and has carved a niche in Indian paint industry as surface coating solution provider.

Here are differentiation Ozell has created for itself

Positioned “Jewell” as painting solution not another building material product.

When biggies of industries were busy fighting for market share based on financial strength,  Ozell under stood very soon the problems faced by end consumers,  odour, cleaning  & bad health effects to name some, Ozell came up with range which has Fragrance, anti bacterial properties, and superb scrubbability.  A room painted with such a product is full of fragrance, notletting the indoor air effect our healt

Satisfied Customer as Brand ambassador

While is best advertisement are made by big-wigs of the industry Ozell has created a long string of satisfied customers who keep referring Jewell to their circle ringing more foot fall at our channel partners outlet.

Positioned as Complete Value Preposition for Channel partners

Industry is divided into 2 categories players who have strong brand names but due to heavy competition leaving dealers with very low margins on other hand there are brands which give good margins but compromise on quality & standard, Ozell created a niche for itself by providing its channel partners with reasonably good margins with product of world class quality & standards ( All the raw material of “Jewell” are directly procured from world best companies in USA & Italy) hence resulting in happy customers which enhances goodwill of dealers.

Differentiation by being class apart

Ozell Create an “Ultra Luxury” category in Indian paint industry which was virtually non existent in India. Ozell practically created this Niche Category of Ultra Luxury Range with its brand “Attitude” & “Best House” under the umbrella brand of “Jewell”.

In nut shell the brand has been able to redefine the boundaries of Paint Industry and create a niche for itself. That too in a segment that is totally dominated by large players.