BRAND DIFFERENTIATION

STRATEGY

GROUP MEMBERS
Aditya Dave - 10
Hardik Desai - 12
Rahul Jain - 18
Shashank Pandya - 37
Abhiruchi Singh - 50
Aakash Ved - 59
 INTRODUCTION
 A Brand is a name or symbol that is commonly known to
identify a company or it’s products and separate them from the
competition.
 Objectives of a Good Brand:-
- Delivers the message clearly
- Confirms brand credibility
- Connects the target prospects emotionally
- Motivates the buyer
- Concretes User Loyalty
 DIFFERENTIATING DIMENSIONS

PRODU
PRODU SERVIC
SERVIC PERSO CH
CT
CT ES
ES NNEL IMA
AN
●
● Form
Form
●
● Ordering ease
Ordering ease ●
Competence GE
NEL
●
Features
Features
●
Delivery
Delivery Symbols
●
Courtesy
● ●
● ●
●
●
●
● Performance
Performance
●
● Installation
Installation
Credibility
●
● Coverage
Durability Customer
●
● ●
● Media
Durability Customer Expertise
●
● ●
● ●
Reliability
●
Atmosphere
●
●
● Reliability
Reliability Training
Training
● ●
●

Style Maintenance
●
Responsiveness
●
● Performanc
Style Maintenance Events
●
● ● ●
● ●
●
●
● Design
Design and
and repair
repair
●
● Communication e
Your Potential. Our Passion
 ABOUT MICROSOFT
Ranked :
Profit: US$
Incorporate
Revenue: US$
Ranked
62484
35th
d: Nov
18760 mn.
Revenue: :
Incorporate
Profit: US$
mn.
1985
US$
62484
35th
d: Nov
18760 mn.
mn.
1985

B
r
a
n
d
V
al
u
e:
U
S
$
7
0.
9
b
n.
 MARKET SHARE
Windows XP Windows 7 Windows Vista
Mac OS X 10.6 Mac OS X 10.5 Java ME
Others

2% 1% 4%
3%

13%

17% 60%
 USPs OF “WINDOWS”

 User friendly/Simplified Administration

 Widely used
 Greater awareness
 Variety of versions
 Timely up gradations of its versions
 Cost effective
DIFFERENTIATION STRATEGY
Dependenc
Cost
Volume
Ready
Dependenc
Cost
Volume
y
Availability
Ready
industry
y
Availability
industry
Apple Inc.

Think Different
 ABOUT APPLE INC.

 1976 – Apple Computers was founded by Steve Wozniak &

Steve Jobs.
 1984 – Introduced GUI based Macintosh OS.
 7th most admired companies of the world
 Brand value - 55.2 billion dollars.
 FEATURES
Most successful UNIX
based OS.
AQUA theme based on
anti-aliasing technology.
DASHBOARD – a media
viewer interface accessed by
the Apple Remote.
Reliable & Secure.
High Speed & great
System Stability.
 USPs OF APPLE

Comes with a wider variety of consumer specific &

portable products.
Highly stylish & cost effective.
More youthful & fun oriented rather being boring &
repetitive.
Increase status & value to people.
More Appealing & Easy to use.
DIFFERENTIATION STRATEGY

Manufactures its own Hardware & Software.

Focus on improving & polishing their products rather
competing on price & features.
They do not rush to the market until or unless they are
highly confident & comfortable with their products.
Excellent & knowledgeable customer service to unique,
interesting and memorable advertisements.
STAR TREK [1992] – To boldly go where no Mac has gone
before.
Serving Our Consumers, Today & Tomorrow
 ABOUT HUL
A 52% owned subsidiary of Anglo Dutch giant Unilever.
Came to India in 1888
India largest FMCG company
20 distinct categories – Home and personal care products, food
& beverages.
HLL – HUL
100 Manufacturing factories in India
Headquarter: Mumbai
 MARKET SHARE

54.3 54.5
47.8
44
37.5
29.5
22.7

h h in o a e t e
as as k po T e ff e as
S
W lW a m Co thp
ic e Sh o
br o n
To
Fa rs
Pe
DIFFERENTIATION STRATEGY

Place Planning Strategy – Reaching the rural consumers.

- Project Shakti
- Operation Harvest
- Cinema Van Operations
Distribution Channel
Brand Extension Strategy
Focus on few Strong brands - 35 Power brands
Locates Positioning Opportunity
Hires Brands to capture new opportunities – Savlon of J & J
 LUX CASE STUDY

Prominent Variants
Labeling
Packaging
Price
Place
Promotions

“A delight to the senses”

Open Happiness
 ABOUT COCA-COLA
Introduced in the year 1886 in United States
“The Coca Cola Company” was founded in the year 1892
The company produces Concentrates which is sold to
licensed Coca Cola bottlers throughout the world called as
“Coca-Cola Enterprises”
Production & Distribution – Franchising Model
Serves approx. 1.6 billion drinks everyday
“Coke or Coca-Cola” accounts for 78% of the total
company sales
DIFFERENTIATION STRATEGY

 Brand Building Strategy:

Price Value
Preference
Pervasive penetration
 Brand Identity & Brand Image
 Brand Loyalty
DIFFERENTIATION STRATEGY
 Brand Extension Strategy
 Brand Positioning Strategy:
Children & role of their beverages
Supporting Sports & physical activity
Labelling
Packaging
Information Programmes
Pricing
Fast to Cook, Good to Eat
 ABOUT NESTLE MAGGI

Brand of instant Noodle made by Nestle India Ltd.

Founded by the Maggi family in Switzerland in the 19th
century.
Nestle launched Maggi India in the year 1982.
The Brand is also popular in Australia, Malaysia, New
Zealand, Singapore, South Africa.
70% market share in noodles segment in India.
Maggi has launched several products under its Brand Name.
WORLD MARKET SHARE

Maggi 94% Top Ramen 4%

Other Local 2%

94%

4%

2%
DIFFERENTIATION STRATEGY
 Market Penetration Strategy

 Promotional campaigns in schools &

Advertising Strategies

 Availability in different pack sizes & New product innovation

 Nestle made the slogan – “Bas do minute” , “Fast to cook, Good to

eat”.

 Positioned as a health product providing extra protein to children of

age group 7 – 9.

 Offered a variety of culinary product as instant noodles , soups,

DIFFERENTIATION STRATEGY

 Brand extension strategy for attracting new customers because

every customer has a different choice
 Nestle spend a huge amount of work for maintain the same
amount of taste and nutrition.
 Better positioning - invited housewives to develop new recipe.
 Organizing contests games industrial visit for school kids .
 Focuses on Health Benefits.
Be More
ABOUT TITAN INDUSTRIES
 A joint venture between Tamil Nadu Industrial Development
Corporation (TIDCO) and the renowned Indian business
group Tatas, entered the watch market in 1984.
 Leader in Indian watch Industry.
 Titan is the sixth-largest "manufacturer-brand" in the world,
after Casio, Citizen, Seiko, Swatch and Timex of America.
 Projected watch as a fashion accessory.
 Product Portfolio of Titan – Sonata, Exacta, Royale, Regalia
and Classique, Spectra, Tanishq, Nebula, Raga, Fastrack, Dash
 DIFFERENTIATION STRATEGY

 Differentiation through technological leadership.

 Focus on several market segments with large potential: women,
youth, children, sportsmen, the budget conscious and the big
spenders.
 Company now has 112 exclusive Titan Showrooms called “The
World of Titan” across 69 towns and a chain of 101 Time Zone
outlets covering 59 towns in addition to being present in over
5545 dealer outlets in 1470 towns across the country.
 DIFFERENTIATION STRATEGY

 Market Penetration Strategy

 A product of international quality
 Indian designs

 Competitive prices

 An intensive advertising and promotion campaign.

 Specialized retail shops to control the presentation, since the general

quality of watch merchandising in India was low.

 DIFFERENTIATION STRATEGY
 Positioning Strategies:
 Attribute positioning

 User positioning

 Benefit Positioning

 Competitor Positioning

 Quality & Price Positioning

 3 pronged strategy:
 Create a separate brand for the lower end of the segment.

 Create new (sub) brands for unaddressed segments, like kids.

 Re-aim existing sub-brands (Raga, Classique and Regalia etc) to attract specific

customer segments, like businessmen, women etc.

THANK YOU