Alumaze
Background

Alumaze launched in 2023, is one of the first ACP manufacturer brands from South India, which is strategically located in Vishakhapatnam and catering to Telengana, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala and Orissa.

Objectives

To make Alumaze a trusted name in the ACP segment for Fabricators, Architects and Builders, which already entrenched by large giants such who are well established and deeply entrenched in the market.

Challenges

Bigger brands, with larger Share of Voice
Homogenous features across the category
Start up brand with no legacy

Understanding our Audience and Influencers

Architects, Contractors, Builders, Developers
“As an architect, I see myself as a problem solver and a creative visionary. My role is to design spaces that not only meet the functional needs of the people who use them, but also inspire and uplift them.”
“I believe that great architecture has the power to shape the world and make a positive impact on people’s lives. That’s why I strive to create spaces that are not only beautiful, but also functional and sustainable.”
“As a contractor, my role is to turn my clients’ dreams into a physical reality. I love the challenge of taking a set of plans and turning them into a beautiful, functional space. It’s a job that requires organization, attention to detail, and a commitment to quality.”
“Being a contractor is all about making things happen, no matter how complex or challenging the project may be. It’s a job that requires a strong work ethic, a passion for construction, and a commitment to excellence.”
“As a developer, I understand the importance of collaborating with architects, interior designers and contractors to create projects that are not only aesthetically pleasing but also efficient, sustainable, and innovative. Together, we can transform spaces that are truly unique and meet the needs of our clients.”

Observations

Points of Parity among all brands:

Finest technology
Committed to manufacturing best-in-class products
Durable and maintenance-free performance
Products designed for demanding environments
State-of-the-art manufacturing facilities with world-class machinery,
In-house testing labs

All in all, competition is building brand story on similar promises, claims, benefits & features.
Result: Undifferentiated Communication. Commodity market codes.

Our Strategy to build a New POV

Architects, Contractors, Builders, Developers

Instead of glorifying our product let us focus on glorifying our TG

Space shapers

Not just Architects, Contractors, Builders, Developers
but we see them as our:

Space shapers

Space Shapers are creative visionaries who transform ordinary spaces into extraordinary with their passion for design and attention to detail. They push the boundaries of what’s possible, embracing challenges and collaborate with others to create truly exceptional spaces. They leave their mark on the world, one space at a time, and are more than just architects, designers or builders. They are the ones who shape the world we live in, leaving a lasting impression on all who experience their work.

Alumaze Brand promise

Unlock unlimited possibilities for Space Shapers with innovative and creative ACP solutions.

Concept Note

At Alumaze, we believe that amazing spaces can change the world.
We believe that every space has the potential to be transformed into something truly spectacular, and it’s our mission to make that happen. We share this attitude with all those who have a progressive mindset – the bold, the curious, and the creative. We’re not satisfied with the ordinary or the expected. Instead, we’re always pushing the boundaries of what’s possible, exploring new materials, designs, and technologies to create spaces that are truly unique and inspiring. But it’s not just what we do that sets us apart, it’s how we do it. We’re a team of passionate, collaborative, and innovative thinkers who thrive on the unexpected. We’re always seeking new ways to transform spaces and amaze the world, and we do it with a spirit of fun and excitement that’s infectious to everyone around us.

Brand core

Transform Spaces,

Amaze the World!

Brand values

Creativity: We embrace creativity and encourage Space Shapers to think outside the box and bring their visions to life.
Quality: We are committed to providing high-quality products and services that meet the needs of Space Shapers and exceed their expectations.
Collaboration: We believe in working collaboratively with Space shapers, employees, and partners to foster a culture of shared learning, growth, and success.
Sustainability: We are dedicated to creating sustainable solutions that minimize our impact on the environment and contribute to a better future for all.
Passion: We are passionate about what we do, and we bring that enthusiasm to every project, every interaction, and every relationship.

Brand Persona

Creative Visionary – With an eye for design and a passion for creativity, this persona sees the potential in every space and knows how to bring their ideas to life with Alumaze’s versatile aluminum products.
Trusted Partner – Dependable, supportive, and always there when you need them, this persona is the ideal partner for Space Shapers who want to bring their vision to life with confidence and ease.
Sustainable Innovator – Committed to reducing their environmental impact, this persona is passionate about creating sustainable spaces with Alumaze’s eco-friendly ACP products and processes.
High-Quality Craftsman – Obsessed with precision, attention to detail, and quality craftsmanship, this persona takes pride in their work and demands the best from Alumaze’s products and services.
Fun-loving Creator – With a spirit of playfulness and joy, this persona brings a sense of fun and excitement to every project, infusing their spaces with Alumaze’s vibrant and dynamic ACP products.