Brand Management

Branding Assignment

Submitted By
Saniya Junaid (FA16-BBA-148)

Submitted To
Ma’am Hanniya Abid

Date: 3rd October 2019

Store Chosen:
Shaheen Grocers, F-6, Islamabad.
 Dairy Products (Solids)

Products Available: Cheese and Butter

Cheese: There were 6 brands of cheese available in the fridge and it was in two types, Slices
and blocks. The cheese slices were of Happy Cow and President while the blocks of cheese
were available for the following lesser known brands: Frico, The three cows, KRAFT, Monte
Cristo. Deen’s or Adam’s cheese wasn’t available which was shocking since these are the two
most popular cheese brands among customers.

Butter: For butter, again, 6 brands were available. They were: Lurpak, Blue band, Adam’s,
Nurpur, Emborg and Millac.
Lurpak had its own shelf in the fridge with proper advertising on the racks as can be seen in
the pictures. Blue band had its own shelf too but no proper advertising, the rest 4 of the
brands were all stuffed in a single shelf.

Analysis: When a customer walks towards the fridge the most noticeable product in the
cheese section is happy cow as a whole fridge is filled with the different types of cheese
slices offered by happy cow like, mozzarella, cheddar, burger, sandwich, and light cheese.
Upon inquiry from the sales person we found out it is the company’s requirement to have
their product put in the top shelf. The same goes for Lurpak in the butter section.

Coffee

Brands Available: Nescafe Gold, Nescafe Classic, Nescafe Gold Blend, Peruvian Coffee
Beans, Tesco House Blend, Tesco Finest

Nescafe Gold: Available in different flavors like, Latte, Mocha, Cappuchino, and Latte
Macchiato in sachet form.

Nescafe Classic: Available in small, medium and large bottle.

Nescafe Gold Blend: Available in small, medium and large bottle.

Analysis: When the customer would look at the shelf, they would only see Nestle’s
Nescafe products in various forms. The second thing they’d notice is that at the top the
imported products are placed like the Nescafe Gold Sachets or the Nescafe 2 in 1 & 3 in 1.
And as you move down the shelf you can find local products like Nescafe Classic.

Washing Powder

Brands Available: Surf Excel, Rin, Ariel, Brite, Express, Bonus

Surf Excel: Available in Surf Excel Original and Surf Excel Matic, in various sizes ranging
from 500grams to 4.5 kilograms.
Ariel: Available in two variations, Ariel original and Ariel Downy, 1KG and 2KG bags
available.

Express: Available in Express Power and Express Ultra

Analysis: When a customer walks into the detergents’ aisle, the first thing they notice is
Surf Excel, because of the bright colors basically and because Surf Excel occupies an entire
rack to itself. On the other hand, Ariel and all the other mentioned brands are placed in a
single rack.

Shampoo

Brands Available: Dove, Sunsilk, Lifebuoy, Pantene, Finesse

Sunsilk: Entire range of sunsilk with all of the shampoos for various hair types are
available along with their respective conditioners. The shampoos are available in Large,
Normal and Small bottles.
Lifebuoy: All the shampoos in the range are available both in Large and Normal
bottles, no conditioner.

Dove: The entire range of various dove shampoos both imported and local available in
both large and normal bottles along with their conditioners.

Pantene: Covering up a large part of the rack pantene’s entire range of various types of
shampoos and conditioners is placed.

Analysis: The first rack the customer notices as they walk by is that of Pantene as it is
almost the whole shelf and the biggest range available is that of Pantene rather than
Sunsilk or Dove.

Cooking Oil

Types Available: Canola, Corn, Olive, Banaspati

Brands Available: Borges, Sasso, Coroli, Canolive, Seasons Canola, Dalda, Rafhan Corn
Oil

Dalda: Available in Cooking oil, Canola Oil, Sunflower Oil and Banaspati.
Canolive: Available in different sizes and a mix of Sunflower, Olive and Canola oil.
Analysis: The top shelf consists of olive oil which is the most expensive oil and is rarely
used in daily cooking. As we move down the shelf the more economic and more popular
brands of oil are placed like Canolive and Dalda. The biggest range available is that of
Dalda as it is available in four types.