SKS Microfinance Ltd, India's only listed micro lender, today said it has appointed marketing strategist Jack Trout for its re-branding and repositioning work.
M R Rao, Managing Director and CEO, SKS Microfinance, in a press release, said though they have strong bond with their members, it is required to revisit the brand positioning.
Trout, President, Trout and Partners Limited, an international marketing consultancy based in Connecticut, USA, is the originator of positioning and other important concepts in marketing strategy.
"We have a strong bonding with our members given our close-to-consumer model. If anything, the bond has become stronger during the recent challenging times on account of the process improvements implemented by the Company. Despite this, it is imperative that we revisit the brand propositions in order to further increase our brand equity among our members and other key stakeholders," Rao said.
Trout said he was delighted to help SKS Microfinance Limited as its recent turnaround post an external event is commendable.
"I consider this an interesting assignment as re-branding/ repositioning work in the social sector, particularly after a crisis that nearly annihilated a crucial social sector, brings multitudes of challenges," Trout said.