Q1] explain the concept of Purpose and Endorser brand with the help of one example each

[examples should be other then the ones mentioned in article] [3 marks]

1. A purpose brand is referred to such brand which fulfills the job which the people needs or wants
to get done. For example: Uber and Careem were introduced for the people who wanted; a safe,
reasonable and good looking commute who didn’t or couldn’t own a vehicle that could serve
these purposes. Other example is of; Knorr noodles which wipes out small hunger for children
and adults before or after lunch/dinner.
2. Endorser brand refers to the one which constitutes different product brands which are all linked
together to their endorsing parent brand. It is the simple brand who covers multiple purposes by
being a sub-brand. Example is; Orient textile Mills that produce and sell clothing and
accessories and Orient refrigerators that sell fridges.

Q2] Develop a purpose brand [new product / service] in any one of the following categories and
properly explain what steps you will take as marketer to develop and assess your purpose brand
and target market. [7 marks]
Firstly, it is very important to IDENTIFY which or what job people wants to get done. Therefore, I will
conduct primary research to explore the consumer behavior (irrespective of segmenting) and study their
changing needs in order to come up with a purpose brand that could serve their wants. After identifying
their wants in terms of Designer wear, I will strategize towards creating a product that could serve the
wants of masses of people instead of limiting my targeted audience by segmentation. This will narrow
down my product’s chances of being sold, grab customer attention or let-alone secure market share in an
already competitive market. Thus, I will create such a Designer outfit that could be easily converted into
GYM suits for the people who want to stay fit and in shape and are habitual of going to the gym after work
or before work.
People nowadays have such busy day-to-day schedule especially those who go to college/universities or
to offices that they have lessor time to change outfits for separate occasions or carry gym clothing while
attending classes or job meetings/activities. By introducing a formal Designer wear for employees that
could be changed into a gym wear easily by unbuttoning their upper (so they could exercise in their gym
designed inners) or unzipping their trousers into gym shorts could do the trick. For students the same
could be done but for them an informal Designer wear will be created in funky colors that speaks the word
DIFFERENT. This is just an example. Since it is an era where people want to look good even in gym
clothes and update pictures on Instagram and such.
Before producing in masses, I will run the plan through R&D, carefully forecast consumer demand shifts
and then produce make-to-order clothing. However, some ready-made samples will be made and
displayed on my online brand website as well as on my physical store let’s say in Pakistan and in US. The
option of customized clothing will also be there with complementary guide/consultancy services both in
physical store and online website (via chat) to address the distinctive preferences of my customers.
Before the actual launch of my clothing line having different designs that could be turned into gym clothes,
I will create prototypes and conduct customer surveys to modify my product where need be, so I can
successfully launch my brand knowing that I have spent sufficient time on market analysis and create a
Blue Ocean of my own especially in Pakistan since none of the brands have come up with this idea yet!
(Will adopt low-cost strategy as well as differentiation).