Which Brand identity prism you will chose for Pride Stove and why or suggest a modified brand

identity
prism for Pride Stoves.

We as a group pick the brand identity for the following generic and specific reasons based on the case
facts.

SEC 2011 – The case has provided in great detail about the purchasing power of the customer.
Categories A1, A2, A3 and B1 buys or will be buying a modular kitchen as people in this category either
have enormous wealth or have obtained great educational qualifications which will in the long run fetch
them greater buying power. Thus, by looking at annexure 9, that the target segments must be between
B2 – E1. These customers are motivated by aspirational products thus, the positioning of the product as
an item that belongs in their modern furnished household is a good choice.

POPULATION – The number of households given in exhibit 9 directly translates to one stove per house
hold. Even though there are about 17 million households with 9 or more people living the rural space,
only 2.65 million households are classified as high income. Thus, the clear picture as to whether they
would buy the product is in great question. Whereas in the urban households, house holds with 4-6
members have the highest number of households. This is a better target for the brand as the image
portrayed sits well with the urban customer.

PHYSIQUE – By explaining that the kitchen is modern and well furnished, the brand establishes itself as
aspirational is what our analysis reveals. By positioning the model as a sari clad lady, the brand also
establishes that it respects values held by the Indian customer. Thus the image that comes out would as
aspirational and deep-rooted.

PERSONALITY – The sari clad lady becomes the character for the brand as she is displayed using the
product. The qualities she expresses are said to humble, helpful and confident. This in turn would
translate into the customers perceiving the brand to be neo-conservative, a house hold that adapts to
the technologies and changes in the environment but are very considerate and thoughtful in their
actions and value system.

CULTURE – The culture of the brand is told to be as helpful, advising and calm. Being helpful and calm
are desired deep-seated values expressed by the company which paves way to the advising value as
people who are helpful and calm are perceived to be intelligent.

RELATIONSHIP – Indians have deep-rooted affection origins through food. Indians long for the taste and
feel of a meal that is cooked by their mother. This is due to the fact that over time a mother is able to
understand what her child looks for in a particular food and pays attention to the particular taste that
the child is looking for. By establishing the brand as a helpful motherly affection provider, the products
could also be sold to bachelors who long for homecooked food.

REFLECTION – The cultural root starts from the value good at cooking. From this association, the people
who aren’t great cooks will still want to buy the product. Further, a principled, no-non sense, middle
aged homely woman is as close as one can get describing the kind of woman he wants in the future.
Thus, creating a reflection of that image makes the product very associative with the household wife.
SELF-IMAGE – By being concerned about others a customer considers himself to be caring and by
expressing confidence the woman can approach the task at hand with great surety. Thus the brand
would help its customers identify as strong, trustable and caring through the product sold.