From a catering platform to a hosting essentials marketplace; a repositioning journey.
The Problem
A long-standing market leader for catering options in Kuwait, Bilbayt evolved to become a one-stop shop for all your hosting needs. However, there was an evident communication gap in that the general public continued to see them as purely a platform for catering stations. We were approached to help reposition the brand and further cement the idea that Bilbayt was now bigger, bolder, and better!
Services
Brand Strategy
Marketing and Implementation Strategy
Market Research
Marketing Implementation Management
Location
Kuwait
Industry
Tech
Collaborator
Yellow Submarine
The Approach
Step 1
As a first step to tackling Bilbayt's repositioning, we sought to conduct thorough research into its current consumer base through client surveys to understand how big the disconnect was and where they stand in the market today. It became clear to us that Bilbayt continued to be viewed as purely a catering platform without much attention to its other verticals such as groceries, rentals, activities and more! It became our goal to help reposition them into an all-inclusive hosting essentials platform.
Step 2
To effectively reposition the brand, we needed to ideate clear, engaging marketing campaigns centered around the different verticals. Need flowers for your home? Look no further than Bilbayt! Need a cheeseplatter for your guest? Bilbayt's got you! Need an extra set of chairs for the dinner you're hosting? You guessed it, Bilbayt!
Step 3
We set out to assemble the creative teams necessary to help create the content necessary to push this message forward. Working in alignment with internal and external digital distribution teams, we conducted widespread digital campaigns across Kuwait to engage the current customer base and attract new ones!
