Team: Fresh LIME Soda

Team Code: IIMI3069

Objective &
Agenda Industry and Competitor Analysis
Understanding the Indian Watch Industry
Major trends and perceptual findings
Competitive Landscaping – Carving a niche’ for FC in India

Research
Secondary Research - Findings
Primary Research
- Methodology
- Insights
Accessible Luxury
Creativity Classic Capability Analysis
Vintage
Live yourSwiss
Passion
Collector’s Value Geneve’
SWOT analysis

Handcrafted Automatic
Heritage
Corporate Focus
Pros in segmentation and focus
Cons of this segmentation
Expanding the focus

Branding & Marketing of FC in India

New Positioning – Brand Key Digital Strategy
8P Framework for FC CSR
Associations Watch with Devanagari Script
Indian Watch Low penetration and high growth rate show the opportunity in India
Industry
Industry &
Market Segmentation by price** Competition
Utilitarian product
(know and manage time)
Rs. 4200 Cr. 460 lakh pieces
Lifestyle product
Research
Tablets 2.1
Laptops 900 86.5
Mobiles Wrist Desktops Wrist
Watches Watches SWOT and
1600 Brand Equity
370
Cable TV
10 - 15% pa 1700
STP and
Marketing
value
Sales

Mix
Value (Crore) Volume (lakh pieces)
Segment Volume Price Value Growth
Time (lakh pieces) (Crore) Integrated
Rates
10-15% Continued growth rate every year despite
the increase in substitutes*
Mass 370 <1,000 1700 5-7%
Campaign

Mid 86.5 1,001-10,000 1600 8-10%

27 % Wrist watch penetration in India*
Premium 2.1 >10,000 900 15-20% Devanagari
of the India own multiple
3.5 % watches*
Watch

*Source: Indian Journal of marketing, June 2013

**Source: Technopak Analysis
Indian Luxury Various brands cater to different luxury segments like affordable
luxury, aspirational luxury and absolute luxury
Timepieces
Industry &
Trends Competition
CATEGORY DATA
 Luxury brands account for 4% of total Sales of Luxury Timepieces by Category: Value 2007-2012
timepieces sales Rs million 2007 2008 2009 2010 2011 2012 Research
 CAGR of 24% Men's 1,089.9 1,438.7 1,467.5 1,731.6 2,077.9 2,452.0

 Increased presence in smaller cities fuel sales Women's 274.4 406.1 418.3 468.5 562.2 663.3
Total 1,364.3 1,844.8 1,885.7 2,200.1 2,640.1 3,115.3
 Special events and gifting occasions SWOT and
supporting growth, particularly popular gifts Sales of Luxury Timepieces by Category: % Value Growth 2007-2012 Brand Equity
amongst Senior corporate managers and % current value
growth 2011/12 2007-12 CAGR 2007/12 Total
for Government employees
Men's 18.0 17.6 125.0
 Men are most likely customers than women Women's 18.0 19.3 141.8 STP and
 Majority of sales from store based retailing Total 18.0 18.0 128.3 Marketing
in Tier I cities Forecast Sales of Luxury Timepieces by Category: Value 2012-2017 Mix
 Green Luxury and Social responsibility is Rs million 2007 2008 2009 2010 2011 2012
important factor Men's 2,452.0 2,795.2 3,172.6 3,585.0 4,033.2 4,517.2 Integrated
Women's 663.3 774.8 903.4 1,049.8 1,217.7 1,410.1 Campaign
Prospects Total 3,115.3 3,570.0 4,076.0 4,634.8 5,250.9 5,927.3
 Penetration into leading jewellery and watch Forecast Sales of Luxury Timepieces by Category: % Value Growth 2012-2017
outlets like Malabar Gold in south India and TBZ % current value
in north India growth 2011/12 2007-12 CAGR 2007/12 Total Devanagari
 Online portals will develop as a retail channel Men's 13.0 84.2 13.0 Watch
Women's 16.3 112.6 16.3
Total 13.7 90.3 13.7
Source: Euromonitor
Consumer Brand image and status influence the older generation more, while
others’ influence has a role to play among the younger generation
Perceptions
Results of a Primary Research survey done to study consumer based perceptions, and predict trends Industry &
Methodology: Survey Competition
Respondents: Sample size 100; 50 Gen X, 50 Gen Y

 7 – 8 years  Top-of-the-mind Research

 Titan  High brand loyalty recall
 Citizen (Stable) Brand tag lines - LOW
 Few people
 Rolex  Reason for loyalty: Brand ambassadors –
 “to own a
 Timex class, status and HIGH SWOT and
watch for a
 Tissot image  Brand loyalty Brand Equity
particular
Gen X  Calvin Klein  complement them beyond watches -
occasion”
 Casio and their LOW
>35 years  Armani personality
STP and
Multiple Marketing
Comparative Duration of brand
Consumer brand hierarchy usage
watches per Other factors Mix
individual

 2 -3 years  Top-of-the-mind Integrated

 Fastrack  Low brand loyalty recall
 Few people Campaign
 Tommy Hilfiger (Open to Brand tag lines – LOW
 “to own a
Gen Y  Reebok Experimentation) watch for a but better than Gen X
 Casio  Reason for loyalty: Brand ambassadors –
18 – 35 particular
 Gucci contemporariness, HIGH
occasion”
years  Diesel influence  Brand loyalty Devanagari
 Styling
 Calvin Klein  Aspiration to buy beyond watches - Watch
aspect
 Armani costlier watches HIGH

Secondary Research: Published in Indian Journal of marketing, July 2013 edition

Competitor All major competitors have a reasonably well defined emotional space
Analysis
Industry &
Competition

Origin Swiss Swiss Swiss Swiss Japanese

Research

Target Super Super Mid -

Premium Premium
Segment Premium Premium premium SWOT and
Brand Equity

Price Rs 70,000 – Rs 40,000

Rs 1,00,000 + Rs 1,20,000+ – Rs Rs 6,000 –
Points Rs 7,00,000
5,50,000 Rs 1,00,000 STP and
Marketing
Omega signifies Tag Heuer Success, Mix
Brand talks of self accomplishment Elegance is Made to last
prestige and
Character identity and going beyond an attitude beyond time
accomplishment
self esteem one’s limits Integrated
Campaign
A Swiss luxury Beautiful
A sports A premier well
Benefits watch; Symbol of
chronograph, designs, engineered
Offered Spirit of success; a jewel Devanagari
self esteem elegance watch
achievement Watch

Analysis done through Secondary Research: Studying the advertisements, websites and Social Media
Competitor The grid below shows the top 10 brands in India* in terms of their
Products Attributes and Positioning
Analysis
Industry &
Competition
Mechanical Movements / Automatic Quartz
Exclusive Luxury
Research

Jewellery SWOT and

Brand Equity

Lifestyle
STP and
Technical Accessible Luxury Design Marketing
Mix

Sports Fashion Integrated

Campaign

Devanagari
Quartz Watch
Mass / Lower Priced

Source: Swiss Luxury Watch making Industry, Karine Gautshi, 2005

*Top 10 brands in India as per retailer feedback, as provided in the case
Primary Corporate executives form the chunk of people who consider
purchasing a Frederique’ Constant timepiece
Research
Primary Research* was done in 2 stages by visiting various watch retail outlets in Mumbai Industry &
Methodology: Personalised interviews and Observation Competition
Respondents: Watch Stores’ Retailers / Managers
Location: At the retail store
Research
Stage 1: Stage 2:
Process: Interview with owners/ managers/ Process: In depth Interview with owners/ managers/ sales
sales staff of various luxury watch stores staff of 3 Frederique Constant Stores in Mumbai SWOT and
Objective: To determine luxury consumers’ Objective: To determine profiles of past Frederique’ Constant Brand Equity
preferences, and develop insights about buyers, and develop insights about customer perception
their consumer behaviour and trends about the brand

STP and
Marketing
Insights: Insights: Mix
• Luxury customers are extremely • Frederique’ Constant is purchased /
brand conscious; One would rather buy enquired about mostly by corporate
a simple watch of a premium brand people and business executives (clear Integrated
rather than a fancy watch of a brand results of the focus and marketing till Campaign
not as premium now)
• Luxury customers are not as particular • An FC watch is not perceived as designer/
about designs as they are about the fashion piece at all, and more of a classic
brand itself Swiss watch, purchased for quality Devanagari
• Indian luxury customers enjoy good • The devanagari script watch found quite a Watch
deals – are value seekers few purchases from Politicians

*Detailed description and results of research in Annexure 1

 Differentiating strengths will form the basis of building brand identity
SWOT
Weaknesses Industry &
Show priority areas or
Strengths Competition
focus areas for
Greater if it is a POD Marketing
rather than just a POP • New Entrant to Highlight wrong
Can be leveraged upon to • Swiss origin (Geneva) Research
Indian Market strategies
build Competitive • Handcrafted Automatic
Advantage in the long term Mechanical Timepieces • Low Brand Awareness Find ways to overcome
• Lower number of mass effects of weaknesses
• Vertical integration
Consumers need to be campaigns (only focused through innovation / SWOT and
delivering better quality alternate channels
communicated about FC’s
• Heritage value of timepiece promotion) Brand
Differentiators • No high profile ambassador
• Corporate focus Equity
• Classic sedate designs • Not perceived as a young
person’s watch
STP and
Marketing
Mix
Opportunities • Increasing disposable income • Mobile manufacturers entering
Highlight new • More upcoming ventures to the watch manufacturing space Threats
avenues to build partner • Cheaper substitutes Increasing risk of Integrated
capabilities • Corporate gifting trend
Conducive • Counterfeit watch market environment Campaign
• Target a younger • Older brands with higher factors
environment
audience equity in India Risk of current
changes
• Communicate the brand strategy
Growing market potential long term Devanagari
Need to take up strategic
that needs a good value of an Watch
brand building activities
marketing mix to tap FC watch over a longer period
 Understanding Brand Equity of Frederique Constant in India
Brand Equity
FC’s Brand Equity Measuring the Brand Equity Objective Industry &
Competition
Points of Parity and Points of Differenceº Brand Asset Valuator®(BAV)* by Young and To achieve long term leadership in
can help understand brand equity of Rubicam Group used to measure equity India, Frederique Constant will
Frederique Constant in India have to create a strong, Research
Niche’/
Leadership differentiated brand positioning
Untapped
Points of Points of and focus on the correct target
Parity Differentiation according to the brand character

(Differentiation and Relevance)

SWOT and
Sedate, classy, Brand
Declining

Brand Strength
Swiss Watch clear dial Equity
designs Since the luxury watch industry is
already crowded with multiple
Automatic ‘Live your brands, and each of them partly STP and
handcrafted Passion’ New own equities of craftsmanship,
Marketing
precision, quality, and other
functional attributes of automatic Mix
Eroding
Corporate watches, to create differentiation,
High quality Unfocussed
Focus instead of competing in the same
space, Frederique Constant to Integrated
Brand Stature (Esteem and Knowledge) create Executional equity of ‘Live Campaign
Heritage, story your Passion’ with other brand
Durable Frederique’ Constant in India is differentiated in
of founders characteristics supporting as
terms of its design, heritage, corporate focus and
value, however, it still remains fairly niche’ due to functional equities
the huge untapped potential Devanagari
Collectors’ Devanagari Accessible Luxury Swiss Geneve’
The long term goal of FC as a brand will be Watch
Value script watch
to move into the upper right quadrant (Leadership) Vintage LiveCreativity
your Passion
Collector’s Value Heritage
ºAs per primary research with watch retailers, Handcrafted Automatic
and secondary data analysis *Detailed description about BAV in Annexure 3
Segmentation Focus on Corporate Sector needs to be expanded to Professionals
Strategy
Industry &
Competition

• Focussed Identity of a ‘Corporate Watch’ • Too focussed, and the target may not
• Untapped to a great extent by competition resonate the brand as effectively as desired Research
• Offer less expensive means for focussed • Segmentation and targeting ideally be based
promotions – as opposed to mass campaigns on psychographics for a lifestyle product

SWOT and
Brand Equity
Leveraging some
of the merits of current
Strategy and rectifying some
of the cons, we propose expanding STP and
the target to a larger group of ‘Professionals’ Marketing
- business executives, doctors, lawyers, journalists, Mix
Demographic Segmentation teachers, artists etc. Psychographic segmentation
Mainly corporate executives, Based on Personality, Values and
however also including professional Lifestyles Integrated
businessmen , musicians, doctors, Passionate and mature individuals Campaign
academicians, sportsmen, journalists who appreciate beauty of niche’
etc. handcrafted automatic designer
Income bracket: High income products. They desire premium
products to reflect their passion Devanagari
Watch
Brand Positioning of Frederique Constant and building the brand
Positioning Luxury timepieces - Industry &
handcrafted with passion Competition
Accessibility

The Brand Key* Model Product Research

developed by HUL is
Made in Geneva Passionate
Passionate, Appreciation Philosophy
used to understand the endorsers, heritage of
for Swiss luxury, founders
positioning of the craftsmanship, classic
Frederique’ Constant
design Essence SWOT and
brand, and to understand
strategic fit of ‘Live your Live your Brand Equity
Passion’ Passion
for passionate
professionals Handcrafted in Geneva ; Classic designs– A reflection of STP and
Passionate about owning passionate professionals
& wearing an FC watch Marketing
Mix
A passionate, confident
individual wants a sedate luxury
Insight timepiece – reflection of his own
Integrated
passion and personality
Campaign
Luxury time pieces, A passionate person who
‘’technology watches, Competitive Target has a desire for exquisite
luxury jewellery - bracelets Environment luxury and craftsmanship
Devanagari
Root Strength Watch

Passion (profession, craftsmanship, design, interest)

*Detailed description about
Value through accessibility Brand Key in Annexure 2
Marketing Mix Re-defining the Marketing Mix according to the 8Ps of Luxury marketing*
8 P’s  Product level (Functional Benefit) - handcrafted, own caliber development,
beautiful designs, new technologies Industry &
 Experiential level (Emotional Benefit) – “Live your passion” Competition
PERFORMANCE
 The Swiss connection ‘Geneva’

 Accessible Luxury PRICING P PEDIGREE

 Heritage: Frederique Constant – first
names of great grand parents of
Research
 Price points – Rs. 45, 000 to Rs. 2.25 lakh founders
P P
SWOT and
Brand Equity
 Events PUBLIC  Handcrafted quality constrains
 Other Associations RELATIONS P P PAUCITY

mass production
Limited POS
(PR)
STP and
Marketing
Mix
 Retail brand environment – P P 

Distinctive projection – Passion
Coherence across consumer touch points –
heightening consumer experience events, associations
 Niche media – events, magazines,PLACEMENT P PERSONA Visual brand identity Integrated
In-flight entertainment  Long form commercials/ short film videos Campaign
targeted towards professionals
 Activation Programs – ‘Share your Passion’
PUBLIC FIGURES
 Garners attention, credibility and impact
 Personality resonates with brand aura (passionate professionals) – Harsha Bhogle, Chetan Bhagat Devanagari
 Weekly podcasts about their stories and life, distributed across digital channels
Watch
Key Takeaways
 Experiential value is as important as product excellence
 Pedigree is important but it is also important to generate ongoing relevance and dynamism through Persona, PR
 Exclusivity and Stature through paucity and placement factor
*8P Analysis by BPG Group, UAE; Source: Brand channel
 Based on the STP and mix towards building the brand, what we propose
Recommendation for the short term is a targeted campaign under theme of ‘Passion’
IMC Industry &
Integrated Marketing Campaign Competition
Handcrafted for the Passionate
Professional Research
•Mobile Devices • Corporate executive cricket and
• Social Media marketing golf tournaments, offsites
• Direct Emails • Exhibitions in 5 star hotels
Digital Events SWOT and
• Website and blog • Annual Business Quiz – Passion
Marketing and PR Brand Equity
• Search based ads

IMC Media
Mix STP and
Marketing
• Mix
•Reducing the electronic waste CSR Strategic
Liveyourpassion advertising •Print based
campaign
• Airlines screens Integrated
• Fund raising for specific causes
• Airports billboards
• Tie ups with hospitals and nursing Campaign
• Hotels, lounges and clubs
homes
Point of Sales • Exclusive previews and concerts
• Carbon positive manufacturing and
Promotions
service setups
Devanagari
• Use of technology enabled devices (e- Watch
displays) at POS
• Small branded collectibles with every
watch (depending on collection)
Advertising Targeted advertising in specific media will help reflect brand character,
and build brand salience; POS will help improve brand imagery
and POS Industry &
Endorsers Suggested Advertising Communication Themes Competition
Get passionate people to Celebrate your Passion professional
Gifting during festivals My Passion – my pride
endorse the brand – not achievements and milestones (first job,
Gift yourself, Gift Inspirational heritage and
necessarily high profile a promotion) - Rewarding yourself with
others - a perfect gift story of Frederique Research
celebrity endorsers, but an FC- a timeless masterpiece to
for the passionate Constant founders and
popular individuals who are celebrate your passion
professional their values and passion
passionate about what they do

SWOT and
Brand Equity

Channels for Advertising Point of Sales Marketing STP and

Magazines Marketing
• Besides corporate magazines already used, Forbes, E- displays and screens Mix
Business Today and The Week Magazine At the POS technology enabled
• Since the TG is now Professionals, lifestyle magazines like electronic catalogues can be
Chip, Verve, Tehelka can be added used to display various ideas Integrated
• ‘The Little Magazine’ featuring art, films, documentaries, around Passionate.
Campaign
poetry can be an interesting addition

Billboards Branded FC collectibles

Outside airports, IT
studios, 5 star hotels
In-Flight entertainment
for international flights bound into India
parks,
Refine packaging to include a Devanagari
branded collectible with every FC Watch
watch – Either it can be standard
or varying as per the FC collection
Examples: A Frederique Constant
Stamp, a heart shaped ornament
FC Collections Under the leitmotif of ‘Passionate Professionals’ a few communication
/ advertisement themes are suggested for each of the FC collections
Themes Industry &
Competition
Inspired by passionate Elegant, Bold; Runabout is a range of
individuals, Manufacture is a handcrafted, hand polished watches
range of exquisite handcrafted for passionate professionals who
watches that signifies Passion Research
have an eye for detail
for Innovation

SWOT and
Feminine and Brand Equity
sophisticated, classic
and elegant, sexy in
A collector's
every detail; Ladies
masterpiece;
automatic is a range of STP and
Vintage Rally is a
fine mechanical Marketing
range of exquisite
timepieces developed Mix
handcrafted
watches which are a Liveyourpassion with passion
women for women. It
by
timeless signature of
reflects the values and Integrated
the collector’s
aspirations of the
passion for style and
modern, independent Campaign
prestige
professional woman

A Swiss masterpiece; Classic is a range Devanagari

of heritage watches known amongst Watch
collectors for their exceptional value; for
the classic professional!
 Promotions through exclusive Events & Associations will improve
Events and
Persona of the brand
Associations Industry &
Objective Process Competition
To create awareness about Convene professionals who share
Frederique’ Constant among passions and educate them about FC
Passionate Professionals in a while giving them a chance to live Research
targeted manner their passion – brand resonance

SWOT and
Brand Equity

STP and
Bringing the “Passion Awards” Sponsoring Corporate Sports Participation in events like Marketing
Partner with corporate associations for
to India – Extend the theme to Tournaments. – like Cricket, Indian Luxury Expo & Mint Mix
sponsorship of corporate offsites for
professionals Polo and Golf. An FC watch as Luxury Conference
executives
a winners memento

Integrated
Campaign

Sponsoring Niche’ Professional

Starting an Annual Event
like a Business Quiz or a
Events and Concerts
Quizzes within specific
Niche events like the Mahindra
Professional domains
Blues, Jazz concerts etc
Strategic Event Partnerships
with Car Shows/Rallies which
FC does globally – Land Rover
FC Exhibitions 5 star hotels Devanagari
Also fine dine pubs, lounges
and restaurants can have
Watch
promotions
 “Digital is a common landscape for luxury consumers, so as digital content evolves and the
Digital web grows, brands are testing how to interact with their consumers in the digital space”
-- Andrea Wilson, luxury practice lead, iProspect
Marketing Industry &

70%
of consumers prefer to hear about
new products from Facebook
friends rather than brands*
+ 57% have asked their friends on
Facebook for advice before
purchasing a product* =
Big opportunity for brands to play a
stronger role on Facebook, Twitter
and other platforms
Competition

Research
Search Engine Optimization  SEO  Mobile Apps Continuous FC Smartphone App
improves through uploading  Search guides engagement
 QR codes • Make and share your own FC watch
of fresh content on the
design on the app
website
• Get information about FC watches and
Ads should be strategically SWOT and
events
placed so as to improve
Mobile Brand Equity
Devices
FC on Social Media
Communities of Passionate Professionals  Highly targeted
Besides brand FC page, FC should have an  High ROI
India specific page – which should Search Email STP and
Digital  High competition for Marketing
continuously be uploaded with fresh
content about sponsored events, attention
Marketing Mix
associations and happenings.
Since the new focused target are Emails to be sent to focussed
Passionate Professionals, create forums professionals/ groups before
where they can share stories, and interact Social and after events to build brand Integrated
with each other experience
media Website Campaign
Build activity through engaging content,
promotions, taglines and contests
Invite passionate professionals to share
their stories  Big, beautiful images
 Loyalists, Frequent  Detailed product descriptions
Have an India – specific Devanagari
customers, Aspirational  Captivating lifestyle content
micro-site on the website
 Video and image galleries Watch
fans Upload sponsored news and
 Enthusiast forums events to build identity of
 Brand moderators passion
*Source: 8thBridge report, 2012
 CSR is an increasing focus among elite luxury brands and in India
CSR this trend is all set to take off in a big way
Industry &
Recently in August 2013, the Indian Government passed a clause where Competition
companies will have to spend 2% of their net profit on CSR projects. It gives an
opportunity to Frederique Constant to tie up with corporates for such projects,
providing greater brand visibility, as well as strengthening support of the brand Research
towards social causes

Frederique Constant - Heart Association SWOT and

Sponsor certain fund raising events where charities and associations can put out presentations / Brand Equity
shows and wealthy people, corporations and institutions can donate towards the cause. Since FC is
associated in a big way towards Heart diseases, partnering with heart research institutes and
hospitals is strategic in India as well. Social media can be used for promotions
STP and
Marketing
Be a part of the Heritage: Mix
All partnering charities, associations and NGOs to be rewarded with a trip to FC HQ in Geneva

E-waste Integrated
Creating awareness about the generation of tremendous amounts of e-waste generated through Campaign
used cells in watches. Promoting mechanical watches and creating awareness about the longer life
and collectible nature of watches. Creation of short films and viral videos to support the cause

Carbon Surplus Devanagari

All manufacturing and service centers the world over - to be carbon positive or rather carbon Watch
surplus. This can be communicated through different media
‘Devanagari Passionate about Indian design – a timepiece handcrafted for you!
Script’ watch Primary Research suggested that the Industry &
watch was fancied by Politicians Competition
‘Ethnically Aesthetic’  Product inline with consumers’ values
Ethnic: a range of handcrafted watches for the  Indian consumer sees a sign of luxury in Indian Research
Passionate Indian who attempts to build a connect culture/ ethnicity/ royalty
with his roots while at the same time making efforts  Focus on ‘Political class’
to achieve grandeur
SWOT and
Brand Equity

Marketing campaign on Social Promotion Campaigns along

Media, about Indian-ness National Festivals like 15th of
STP and
Share why you’re passionate about August or 26th of Jan
Marketing
India! Special strategic promotions during Mix
Imagery to feature ancient royal Gifting festivals like Diwali, Holi,
Indian culture – jewels, ethnic Rakshabandhan etc.
handicrafts, surroundings Integrated
Campaign

Created for India

Crafted in Switzerland
For the Passionate Indian Devanagari
Watch
Annexure 1

Primary Research Details Brand Key Terminology Brand Asset Valuator

Frederique Constant Stores visited in Mumbai – The Collective, Photographs of display Frederique’
Watches of Switzerland. Constant Watches at the POS
Interviews with store managers/ sales person

Broad List of Questions / Topics discussed:

1. What do luxury watch customers (watch purchase above Rs.
20,000) prefer the most? – Brand loyalty v/s design of the watch
2. What are the most important factors taken into consideration
while making such a purchase?
3. What is profile of people who enquire about or consider the
Frederique Constant brand?
4. What does Frederique Constant known for the most?
5. Does Frederique Constant receive a lot of corporate orders?
6. Which collection of Frederique Constant is the most popular?
7. About the watch with Devanagari script – did regular FC buyers
buy it or it attracted specific buyers?
Annexure 1

Primary Research Details Brand Key Terminology Brand Asset Valuator

Results of the Research
Brand v/s Design What matters the most while making a luxury purchase

Brand Loyalty Design

Brand Design Celebrity Price range Style/ Type

of watch
What FC is known for the most
Profile of people interested in FC
• Swiss watch
• Sedate clean dial designs
• Quality Most Popular collection of FC
Devanagari Script watch - India
• Collector value
Manufacture’ Politicians :: and People who
Collection Mainly preferred something ethnic
Corporate
Executives
Annexure 2

Primary Research Details Brand Key Terminology Brand Asset Valuator and

The Brand Key model consists of ten steps to establish effective brand positioning. The ten steps have been
described below:
1. Root Strengths- It is the original product, values and/or beliefs that made the brand great and on which
we want brand to build.
2. Competitive Environment – List of competitors, including share of wallet and share of mind
3. Target – It’s the person and the situation for which the brand is always the best choice, defined in terms
of their attitudes and values, and not just demographics.
4. Insight – The element of all you know about the target customer and their needs on which the brand is
founded.
5. Benefits – The differentiating functional, emotional and sensory benefits that motivate purchase.
6. Values, Beliefs and Personalities – The brand values what the brand stands for and believes in and its
own personality.
7. Product Philosophy – Our guiding product beliefs and principles and how we prove these principles
through product experience.
8. Reasons to Believe – These are the proofs we offer to substantiate the benefits/brand experience
9. Discriminator – The single most competing and competitive reason for the target consumer to choose the
brand.
10.Essence - The distillation of the brand into a core idea or promise.
Annexure 3

Primary Research Details Brand Key Terminology Brand Asset Valuator

The Brand Asset Valuator Model (Trademark of Young &

Rubicam Group) measures brand equity based on 4
parameters, as explained below:

1. Differentiation: Difference, uniqueness and

distinctiveness – Reflecting the brand’s essence and
ability to stand out from competition. Also captures
the brand’s ability to command a premium.
2. Relevance: Personal appropriation to customers of the
target group. Relevance is the source of the brands
staying power.
3. Esteem: The degree to which the target group likes
the brand, and understands how it fulfils its brand
promise. Esteem is influenced by popularity and
quality.
4. Knowledge: It means the ability of customers to • Brand Relevance and Differentiation
internalize what the brand stands for. Knowledge is together make up ‘Brand Strength’
generally achieved over time, and marketing and • Brand esteem and knowledge make up
media is crucial in achieving this. ‘Brand Stature’