BRAND ARCHITECTURE OF WADIA GROUP

Submitted to: Mrs Bharti Moitra

Submitted by: Gunjan Kumari Roll no.22 MFM-II sem

BRAND ARCHITECTURE

Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a companys portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong.

Brand architecture can also be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.

Branding Strategies
An analysis of company strategies reveals six models in management of Brand product relationships. Each model denotes a certain role for the Brand, its status as well as its relationship with the products which the Brand encompasses: - The product brand - The line brand - The range brand - The umbrella brand - The source brand - The endorsing brand

These strategies are responses to the market. They may be structured alon g two axes, according to whether the value sought by the brand relates more to power and stature on the one hand, or personalization, differentiation and identity on the other.

THE PRODUCTBRAND STRATEGY

The productbrand strategy involves the assignment of a particular name to one, and only one, product (or product line) as well as one exclusive positioning. The result of such a strategy is that each new product receives its own brand name that belongs only to it. Companies then have a brand portfolio that corresponds to their product portfolio.

The Line Brand Strategy

The strategy involves the exploitation of a successful concept by extending it but by staying very close to the product.

The Range Brand Strategy

It bestows a single brand name & promotes through a single promise, a range of products belonging to the same area of competence.

Umbrella Brand Strategy

The same brand supports several products in different markets. Each of them has its own advertising tools and its own communications . The main advantage of umbrella strategy is the capitalization on one single name and economies of scale at an international level.

Endorsing Brand Strategy

It gives approval to a wide variety of products grouped under product brands, line brands or range brands. The brand endorsement can be indicated in a graphic manner by placing the emblem or in a nominal way. The endorsing brand takes a back seat /secondary position.

THE WADIA GROUP

INTRODUCTION:
The Wadia Group is one of the oldest conglomerates of corporate India. It was founded by Sir Lovji Nusserwanjee Wadia in 1736. Lovji Wadia secured contracts with the British East India Company to build ships and docks in Bombay in 1736.

The Wadias have been a Mumbai (Bombay) based business group since inceptio n. They belong to the elite Parsi community that is mainly known for great industrialists and intellectually oriented professionals. The group continued as a

textiles and textiles machinery manufacturing company for over 70 years. It was in 1954 that they entered inorganic chemicals business and in the mid-80s further diversified into engineering products. The business activities of the group cover plantations, trading, foods, laminates, healthcare and real estate too. However, Bombay Dyeing, in the textiles business, continued to be the major brand and revenue source. The groups acquisition of Britannia Industries, one of the market leaders in biscuits manufacturing and marketing, in 1993 marked a major growth push for the group. It was able to move into a higher growth orbit clocking a turnover of over Rs. 20 billion in 1994-95, up from Rs.12 billion in 1992-93. They have announced the launch of a family funded low cost new airline (Go Air) in 2005.

The Wadias have all along been a small family with one son in each of the generations except the current generation of Nusli Wadia. His two sons have recently joined the business. Nusli Wadia continues to be the Chairman of the two flagship companies, Bombay Dyeing and Britannia Industries, among others.

COMPANIES OF WADIA GROUP:

The Wadia Group is a multiproduct, multilocational conglomerate with interests around the world, and legacy of business acumen accumulated over two centuries. With 125 years at the forefront of industry in India, the Wadia Group is today broadly diversified into several growth industries that cover textiles, chemicals, petrochemicals, plantations, foods, electronics, light engineering, health, laminates and consultancy.

The Bombay Dyeing Mfg. Co. Ltd: Bombay Dyeing & Manufacturing Co. Ltd is India's leading producer of textiles.

go Air: go Air is a low-cost carrier promoted by Bombay Dyeing Group.

Bombay Dyeing - DMT: Bombay Dyeing - DMT is the largest manufacturer of Dimethyl Terephthalate (DMT) in India. DMT is a raw material for the manufacturer of Polyester fibre, film, filament & yarn and engineering plastics.

National Peroxide Ltd.: The company is a pioneer and leader in India in peroxygen chemicals.

Bombay Burmah Trading Corpn Ltd: The company is engaged in plantations and produces tea, coffee, cardamom, black pepper and rubber.

Britannia Industries Ltd: Britannia Industries Limited is an Indian company based in Bangalore that is famous for its Britannia and Tiger brands of biscuit, which are highly recognised throughout the country. Britannia is one of Indias leading biscuit firms, with an estimated 38% market share. The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes and dairy products..

Wadia BSN India Ltd: The company was set up in 1994 through tie-up between the Wadias & Groupe Danone. It plans to introduce packaged foods from the Danone's international range.

Formica India Division: The company produces high grade industrial laminates for the electronic, electrical and other industries.

B.R.T Ltd: The company produces textile machinery accessories. It is the market

leader in ring, ring travellers, open end rotors and opening roller-spinning machinery accessories for cotton and synthetic yarns.

BCL Springs Division: BCL Springs Division is the second largest producer of precision springs. It is a trusted brand in the automobile, consumer durable, electrical, textile & ammunition industries.

Afcoset Balances Division: Market leader in laboratory weighing equipment in India.

Afco Industrial and Chemicals Ltd: Product range includes battery chargers, DC systems, Inverters & converters, static voltage regulators & heat sinks.

Dental Products of India: Largest manufacturer of consumable dental products.

Medical Microtechnology Ltd: Manufacturer of high precision titanium ophtalmic micro surgical instruments.

Instruments Orthopaedics: Market Leader in Orthopaedic implants, instruments and equipment in India. Its range includes various implants for the hip, knees, and several types of screws, nails, plates and prostheses.

Gherzi Eastern Limited: Gherzi Eastern Limited is a joint venture public limited company between Bombay Dyeing Group and Gherzi Organisation, Zurich (Switzerland). The company was formed to provide consultancy services in the fi eld of textile industry. Today, the company has diversified its services in the field of Transportation / Highways, Bridges / Flyovers, Environment, Townships, Housing, Urban development, Water and Waste Water Engineering, Tourism, Hotels, Industrial projects and other infrastructural projects.

INTRODUCTION OF BOMBAY DYEING:

Bombay Dyeing (full name: The Bombay Dyeing & Mfg. Co. Ltd. established 1879) is the flagship company of the Wadia Group, engaged mainly into the business of Textiles. . Bombay Dyeing is one of India's largest producers of textiles. The company sponsors many events, including Bombay Dyeing Gladrags Mrs. India contest. Bombay Dyeing is one of the leading companies in the textile business. In fact,India has made a position in the world textile sector holding the hands of Bombay Dyeing. The textile products of the company are exported to different nations all across the world like the United States, European Union Countries, Australia and New Zealand.

HISTORY OF BOMBAY DYEING:

Bombay Dyeing was incorporated in the year 1879, by the Wadia Group and within a short span of time created a name for itself in the textile business. The chairman of Bombay Dyeing at present is Nusli Wadia. The financial results for the quarter

ending on 30th June in the year 2007, is quite high with the Net Profit reaching to 17.88 crores. Moreover, in todays world, Bombay Dyeing is a household name with above 600 franchise retail shops all across the country.

PRODUCTS OF BOMBAY DYEING:

Bombay Dyeing by using advanced technology has brought about a change in the textile business. The entire production is divided into two broad streams, weaving and spinning and winding. The production level on a daily basis is over 300,000 meters of fabrics. Some of the important products of the company that have already become significant in both, domestic and export markets are:

Cotton Sheeting

Polyester Cotton Sheeting Poly Cotton Drills Shoe Lining and Duck Fabrics

Satin Furnishings Yarn dyed fabrics Flannel Sheeting Dobby and Fine Count made-ups Down proof Shells and Comforters Towels, Table Tops and Napkins

PRESENT CONDITON:
Bombay Dyeing at present is the largest exporter of sophisticated made-up items and also of products made of cotton and poly cotton. Bombay Dyeing has created a sizable market in the production of a wide range of fabrics and ready-mades. This includes both formal and casual wear. The ready-made collection of the Bombay Dyeing has been changing its production pattern with the evolving fashion trends. The consumer section of Bombay Dyeing comprise of bed linen, towels, furnishings, suiting and shirting fabrics, and cotton and polyester blended dresses and saris.

CONCLUSION:
Wadia group follows Umbrella grouping strategy, productbrand strategy .