The challenge

While the trend for lifestyle telekung has spurred the creation of various premium telekung brands,  it has also led to counterfeit brands entering the market.

Premium telekung brand, Telekung Siti Khadijah (TSK), engaged Isentia to help them better understand their audience, stand out from counterfeit products, communicate their brand value and differentiate themselves from competition from both established and counterfeit players.

To fight counterfeits and stay ahead of the competition, TSK collaborated with Isentia to find out:

• What makes consumers prefer one brand’s prayer robe over another
• What drives the purchase of counterfeit robes over established brands
• Where does TSK stand in the market
• How TSK should communicate its brand value to its target audience and which channels are most effective for TSK to use?

We designed an integrated research approach that included social media analysis and market research in order to help TSK create a series of programmes to promote brand loyalty and mitigate any desire for knock-offs.

Our approach

It was important for both TSK and Isentia to understand current consumer attitudes and purchasing behaviour towards genuine and fake prayer robes. The analysis had to give TSK confidence in the resulting recommendations and the communication strategy.

To this end, we split the research project into three phases, employing an integrated methodology. Each phase of the project would combine technology (media monitoring and social listening platforms to collect content) and human insight.

Phase 1: ‘What’s existing’Insights mining from media coverage
Phase 2: ‘’What’s being vocalised’ Social media analytics and qualitative deep dive
Phase 3: ‘What’s on their mind’Market research including surveys across urban and rural areas

With a combination of these three phases, we uncovered in-depth insights on telekung industry movements, triggers and barriers to counterfeit products and future communications for TSK.