BRAND MANAGEMENT

ASSIGNMENT

Submitted To: - Submitted By: -

Dr. Vandana Singh Parth Agarwal

Jagan Institute of Management Studies, University

PGDM 2021-23
Q1. Undertake a study to find out how brands are perceived by customers in the
product category of two wheelers in India and find out on what attributes
consumers evaluate cycle brands.
India is the largest manufacturers of two wheelers in the world. Two wheeler Industry constitutes more
than 80% of the total automotive manufacturing in India. Two wheelers are preferred choice of
transport due to various perception of the users like time saving, less fuel consumption, parking issues
etc. The main attributes for which the customer gives preference to in an automobile are mileage, the
comfortness, the colour, the size, the space capacity. Perception of the customers are the foremost
factor deciding the success of any product since the biggest promotion mix constitutes publicity.

Attributes which drives customer to buy a particular brand in cycles are:

 Quality: People are drawn to products they know and trust will work. Generating positive
reviews and solid manufacturing data are two ways of demonstrating a product’s quality.
Examples of quality-related attributes include:
 Consumer choice
 Top-rated
 Long-lasting
 Made with ……….
 Real ……….
 Original ……….
 Marketing Claims: Marketing claims are those relating to your product's performance. They can
be both objective and subjective. Examples of marketing claim attributes include things like:
 Cuts grease
 Increases volume
 Kills 99.9% germs
 Best in the universe
 Color
 Size
 Design
 Weight
 Feel
 Material makeup or ingredients [Parts]
 Price
 Reliability
 Safety

Q2. Analyze the brand situation for Pantaloons and find out how it is perceived in
relation to other brands and particularly in comparison to Shoppers Stop.
Pantaloons is one of India's largest fast fashion store brand. The Company also holds exclusive online
and offline rights to the India network of California-based fast fashion brand Forever 21. The target
market of Pantaloons is usually middle and high-class customers. Pantaloons Retail Format manages a
chain of fashion apparel stores and outlets. The Company offers clothing in a wide variety of categories
such as casual, ethnic, formal, party, and sportswear for men, women, and children.

Consumers see Pantaloons as an exclusive brand retailer, discount retailer, specialty retailer and
food retailer: all at once. One of the reasons for this versatility is that the brand name has not been
forced on, or even associated with the different products and stores other than the original menswear
line. Pantaloons’ major advantage over its competitors in the retail sector has been its unique
understanding of the Indian organized retail market with all its quirks, shortcomings and challenges. By
creating a retail business from the ground-up and expanding rapidly, Pantaloons has followed a Wal-
Mart-like pattern of growth. However, unlike Wal-Mart, it decided to experiment with as many retail
formats, product-mixes and brands as was possible in order to gain maximum knowledge about the
uncertain Indian mindset.

According to glassdoor:

 Employee Ratings
Shoppers Stop scored higher in 6 areas: Culture & Values, Diversity & Inclusion, Work-life
balance, Senior Management, Recommend to a friend and Positive Business Outlook.
Pantaloons scored higher in 1 area: CEO Approval.
Both tied in 3 areas: Overall Rating, Compensation & Benefits and Career Opportunities.
 What Employees Say
Shoppers Stop had 21 more reviews than Pantaloons that mentioned "Work culture" as a Pro.
Shoppers Stop had 15 more reviews than Pantaloons that mentioned "Work environment" as a
Pro. "Working hours" was the most mentioned Con at Shoppers Stop. "Work life balance" was
the most mentioned Con at Pantaloons.

Q3. Take a brand of your choice and develop a brand plan to place it as a
formidable competitor in the marketplace; for example, Lux is positioned in the
Indian market as a premium and luxury brand. Take the position of its competitor,
Nirma and try to position it as a low priced brand of value.
Google and Zoom have a similar immediate time to value metric since they both require an app to
perform properly and have free, but limited, usage of their platforms. However, it’s important to note
that although Zoom took the forefront of the media as the solution to work-from-home meetings,
Google Meet wasn’t far behind as the connect-from-home solution for families and friends who
couldn’t gather in person. As a result, Google’s brand positioning strategy focused more on
differentiating itself as a tool for the interactive socialite when compared to Zoom’s convenience-based
positioning that became a saving grace for isolated professionals.