2024's Marketing Forecast: 24 Trends Redefining The Game View

2024's Marketing Forecast: 24 Trends Redefining The Game View


Case Study

Brand Strategy

Problem Statement

A leading e-commerce giant developed a new B2B app to cater to their MSME (Micro, Small, and Medium Enterprises) customers’ unique needs in India. 

These customers faced challenges due to the many conditions they had to meet before being allowed to sell their products on the client’s marketplace. 

The client’s B2B app aimed to address these challenges and tap into a new customer market by providing a tailored B2B selling platform. The problem statement was to build a brand positioning for the app in the customers’ minds and convince them to adopt the platform.

Key Objectives

Understand the customers’ challenges, needs, and preferences and position the brand as their go-to solution for their business needs.


Pink Lemonade undertook a two-pronged approach where we looked at the key competitors – their offerings and communication, and conducted in-depth interviews with the customers to understand their awareness levels, needs, challenges and preferences.  

Through the competitor research, we arrived at the patterns and trends among the other players in the market. 

Through the in-depth interviews, we uncovered three customer profiles based on their scale and how they responded to different questions.

The exercise helped us identify the positioning territory and create a compelling proposition that strongly differentiates our client in the category.


  • Secondary research – on other B2B platforms that have a similar business model
  • Qualitative/ Exploratory study: In-depth interviews

In this case study, our strategic approach effectively redefined the brand positioning for the e-commerce giant’s new B2B app, which targets MSMEs in India. By understanding customer challenges and leveraging competitive insights, we positioned the app as a transformative tool that helps small-scale operations expand into recognised online enterprises. 

Our recommendations helped position the app into more than just a platform; it’s now seen as a catalyst for aspiring entrepreneurs to achieve their goals.