BIRLA INSTITUTE OF TECHNOLOGY & SCIENCE, PILANI Course: Product & Brand Management Course No.

: BITS C486 Submitted to : Dr. Anil Bhat Submitted By : 2010H149208P | Ankit Surolia Assignment III: Compare two brands :Brand Prosperity Two Brands: Amul Mother Dairy

Methodology adopted There are few parameters that define brand prosperity which can be divided into further subparameters. Using data collected by survey these sub-parameters are rated on scale of 1 to 10, then by taking average of this score of sub-parameters score for each parameter is calculated. Size of sample : 15 Amoeba-gram

Ruggedness

Scincerity 10.0 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0

Excitement AMUL Mother Dairy

Sophistication

Competence

Analysis Amul is having better brand prosperity than Mother Dairy. It s stronger in : Sincerity Excitement Competence Result Possible reasons: Amul is an older brand and has been coming with new products time to time. Mother Dairy is way behind in promotional activities.