Welcome to another episode of Right on Track, from GroCurv.com. GroCurv is a marketplace for marketing services, helping fast growing young brands find and work with the right marketing partner. Through these podcasts, we share with you our learnings from hundreds of projects on the platform, so you can know what has worked well, and what could possibly work for you as well.

This week, we look at the idea of “brand positioning”. What is it and how is works and what’s a good way to start thinking of positioning for your brand.

The rise of SleepyCat into one of the most innovative brands in recent times comes from a mix of consumer insight (we struggle to get the right mattress), technology (the memory foam that helps find the right contour on the mattress) and a communication style that makes the brand accessible, friendly and desirable.

A report by fitness solutions company Fitbit shows Indians were the second-most sleep-deprived people after the Japanese, getting an average night sleep of seven hours and as a consequence- India has emerged as the least active nation among 18 countries including the US, the UK, Japan, and Singapore.

With rising income levels consumers have looked for solutions to improve every aspect of their lives and certainly comfortable sleep has been a segment left behind . New technologies, better consumer connect and seamless logistics have all helped the mattress segment begin to re-invent itself as no longer a “one size fits all”.

Slurrp Farm was founded by two mothers with the goal of providing healthy, tasty and natural food to children all around the world. They were running out of tasty and truly healthy ways of feeding their children as parents. They discovered that other young parents shared their angst with a lack of nutritional alternatives for their toddlers that they could trust. Shauravi Malik and Meghana Narayan co-founded Slurrp Farm to fill this gap in the baby foods segment.

They began this venture with all their heart and recreated old recipes of their grandmothers that they could fondly recall. They wore their culinary hats and created tasty and healthy products that parents could trust and toddlers would love.

What began as a kitchen experiment has grown into a beloved children's food brand! It is now available on various leading online platforms and stores across India and the UAE. With recipes that focus on nutrition, the social media strategy of Slurrp Farm was focused on sharing content that reassures and inspires parents, especially young mothers.

Founded in 2019 by Revant Bhate and Dhyanesh Shah, Man Matters is a tele-health platform where they provide access to experts on the digital platform with consultations and personalised treatments for hair, skin, weight, hygiene, sleep and sexual health. The platform is guided by a team of health professionals who are inclined towards changing male habits to drive men towards a healthier life, physically and mentally. Their product catalogue includes shampoo, hair growth gummies, hair tablets, hair growth tonic, face serums, anti-aging oil, face wash etc.

Since its inception the parent company has raised over USD 35Mn via marquee VCs; and claims to be trusted by over 10 million men.

The meteoric rise of the brand is a great example of product market fit; relevant consumer engagement; a focused digital marketing strategy and customer centric product innovation.

In the recent wake of events, people have become more vigilant about their healthcare benefits and insurance. It is no longer something that is advised for middle-aged people who are looking to secure their children’s and their own future. In addition, today's healthcare is beyond physical ailment, it expands to mental and emotional health- and the future generation is looking for the entire package.

Plum has addressed this gap by leveraging technology to provide organizations of all sizes with comprehensive and affordable insurance policies that are tailored to their employees' needs.