Presented by:

Group 3
Harsha Tainwala
Kajal Poddar
BRAND FACTORY Navneet Singh Grewal
Parth Sarthi
Romika Das
Shelly Jain
 INTRODUCTION
It is India's largest discount retail chain, gives Indian consumers the
promise of revolutionizing discount shopping by offering the best
Indian and International brands.

Brand Factory is a chain of retail stores operated by Future Group.

Launched in September 2006, it currently has 50 outlets across 22
cities in India.

The stores offers a wide range of products including apparels for men
and women, infant wear, accessories, cosmetics, footwear,
sportswear, luggage, home linen and much more.

The outlets are between 70,000 and 150,000 square feet (9,300m2) in
size and hosts several Indian and International fashion brands It has
stores in Chennai, Bhilai, Raipur, Bhubaneswar, Kanpur, Kolkata,
Hyderabad, Asansol, Bangalore, Mysore, Hubli, Mangalore,
Coimbatore, Guwahati, Trivandrum, Ahmedabad, Mumbai, Thane,
Nagpur, Ujjain, vijayawada, Pune
 DIFFERENCE
Market share represents the percentage of an industry or market's
total sales that is earned by a particular company over a specified
time period. Market share is calculated by taking the company's sales
over the period and dividing it by the total sales of the industry over
the same period. This metric is used to give a general idea of the size
of a company in relation to its market and its competitors.

Share of mind (also referred to as share of voice) is about

creating and maintaining public awareness of your organization. How
can people support your organization and its mission if they dont
know about you?

Share of heart is creating and maintaining an emotional bond with

people who are important to your organization. Once people know
about you, how will you build relationships with them and involve
them in your non profit .
 How can brand factory increase the market share by
leveraging household influence of women?

For women who appreciate ethnic drapes, indigenous prints and global brands, Brand factory,
India's largest fashion discount destination, introduces a never before Ethnic Wear Festival
showcasing a wide range of enthralling Ethnic apparels and accessories this November.

The festival has on offer; an eclectic range of over 2.5 lac garments of women's wear available at
all the as young women .

Keeping pace with the sentiments of both the household and young women ,they have on offer
wide of range of Ethnic apparels across several brands to suit every woman's taste and choice.
Women in India are aware of global fashion trends. With more than 200 options to choose from,

The Biggest Clearance Sale offers the lowest prices on more than 100 brands spread across the
entire collection during the New years.

Brands like Lee Cooper, Bare Denim, Buffalo, Rangmanch, Shrishti, RIG, UMM, Pink & Blue and
many more are a part of this marvelous offer.

Brand Factory offer discounts on all 365 days a year, on a host of national and international brands
and hefty discounts on the Big Clearance Sale, making both the household and young women
satisfied and content.
 Pantaloons had announced a new retail format Brand Factory that
promises to offer fashion brands at factory prices, without "compromising
on shopping experience.

Brands included are Arrow, Esprit, Van Heusen, Levis, Reebok, Lee,
Pepe, Wrangler and Provogue for women. The minimum discount is 20
per cent; average discounts on brands will be 35-40 per cent. The target
customers are those belonging to the 20-35 years age-group which also
includes the household women.

The market size of value retailing in the country is estimated at Rs.

35,000-40,000 crore and growing at 20 per cent per annum
 how brand factory acquire greater mind share by
leveraging youths role??

Early adopters or trend setters are an important segment for manufacturers of Brand factory for several reasons.
They can serve as product testers, providing feedback and suggestions for improvement.

Also, theyre often opinion leaders, and they can be powerful allies in spreading the word about new products.

They are the first ones to purchase and so they can strongly influence the next purchasers to make a smart choice
and buy products at affordable prices.

I figured out back then that those trendsetters in fact have four core reasons to be the first to adopt a brand-new
product or to use an innovative service:

Functional reasons: consumers build certain trends because they pursue task efficiency goals. These goals aim at
economizing on time or effort, at saving money or even life.

Hedonic reasons: consumers build certain trends because they pursue affective goals. These goals aim at
delivering excitement and experiencing feelings of joy and satisfaction.

Social reasons: consumers build certain trends because they pursue relationship goals. These goals aim at
creating self-determination, feeling unique, special or free, giving a certain status & success, but at the same time a
feeling of belonging.

Cognitive reasons: consumers build certain trends because they pursue mind expansion. These goals aim at
 How it will identify and utilize netizens to win greater
heart share???
Netizens are the active participant of the online
community of the internet.
Brand Factory recently launched its new ad campaign
#Dontgetfooled. The campaign consists of two TVC
which have gone viral on social media and loved by the
audience#
Dontgetfooled is a concept that showcases the idea in 2
different situations. There are two real life situations
showcased in the advertisements. It applauds the
protagonist for a smart decision of getting the best
fashion at an affordable price.
https://www.youtube.com/watch?v=d5G1rrIylkU