ZUNDIA
BRAND POSITIONING & LAUNCH PLAN
CONTEXT
Market Opportunity
The overall market for second-hand luxury goods in Europe, including watches, is estimated at around €35 billion. The luxury watch market in the UK is expected to continue expanding, with the luxury watches and jewellery sector projected to reach a market volume of around £1.8 billion by 2028.
The Brief
Develop the brand positioning and launch campaign.
Who are Zundia?
A start up online luxury secondhand watch trading platform.
Working with Sharp&Co was a game-changer for Zundia. Their innovative approach and deep understanding of our brand helped us craft a strategy that truly resonated with our audience. They fostered a collaborative environment that made the entire process enjoyable. Highly recommend them for any company looking to elevate their brand!
Matt Dale
CEO Zundia
DIAGNOSIS
The secondhand watch market is commanding more recognition than ever as a result of growing buyer interest and a shortage of the best models. However, being confident of getting the right deal as a buyer or seller is difficult in a market known for a lack of transparency and openness. Deals have traditionally been done ‘behind closed doors.’
The opportunity existed to offer a new way of trading that modernises and improves outdated market norms. The strategy needed to target dealer and seller segments as those most open to trying a new approach.
STRATEGY
Our strategy positioned Zundia against the market. For modern traders outdated approaches did not enable them to take control of their own deals. Zundia is positioned as the alternative. An improved way of doing things. A solution that meets the needs of contemporary watch traders by offering the ability to buy and sell watches at a time and pace that works for them. Giving them the confidence to make the right deal every time.
Brand Belief:
It’s about time.
In an outdated, behind closed doors market,
Zundia is the modern way to trade watches.
The brand belief - It is time for a new way. _
Our way is built around:
A recognition of the value of time to all of our customers is key to having the best experience.
A commitment to constantly innovate to keep our business ahead of the curve.
Emotional Attributes
Simple
Intuitive
The Right Deal
Functional Attributes
Instant Valuation
Whole Market Trader Access
Secure Transactions
TACTICS
To support the development of the tactics for launch and beyond, Sharp & Co delivered the following:
Pricing strategy
Creative briefs
Launch plan
Messaging framework
Campaign ecosystems
The brand identity and campaign was developed by Brandspace.
