STRATEGIC

BRAND
Designing a
branding
MANAGEMENT
Presented To: Strategy
Prof. Meeta Munshi
Date: 20th March 2022
HELLO !!!
!! PRESENTED BY (GROUP
– 2)

Anant A Bhandari Apurva Shah Heenal Patel Neel Patel Smeet Patel
204105 204109 204126 204137 204154

2
LEVIATING Light–
By Havells 3
 Company
introduction and
1 its existing
product portfolio
Company Introduction

⊹ The company was established in 1958 by

Qimat Rai Gupta.
⊹ Havells India Limited, which is a Fast-
Moving Electrical Goods (FMEG)
Company with an extremely strong
global presence.
⊹ Havells has an enviable market share in a
wide range of products. 5
Company Introduction

⊹ The Brands of Havells are:

 LLOYD
 Standard
 Crabtree
 REO

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Product Portfolio

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CONSUMER: INDUSTRIAL
Fans, Lighting, PRODUCTS:
Appliances, Water Professional
Heater, Air Cooler, Lighting, Solar,
Water Purifier, Heavy Duty Fans,
Personal Grooming, Cables, Motors,
Lloyd Consumer Switchgear &
Durable, Solar, Control gear,
Pump, Switches, Power Quality
Switchgear, Flexible Solutions.
Cables. 8
Product Portfolio
Industrial Category for
Professional Lighting
I. Indoor Commercial
II. Outdoor Led Luminaries
III. Led Luminaries
IV. Street Light and Mini Mast Solutions

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Product Portfolio
Consumer Category for Lighting
I. Smart Lighting VII.Portable Lighting
II. Led Recess VIII.Home Art Light
Panels IX. Led Strips
III. Led Spotlight X. Led Outdoor
IV. Led Cob XI. Led Battens
V. Downlighter
VI. Led Lamps

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SMART LIGHTING (Brand
Line Extension)
⊹ These products are smart, easily
connectable, smartphone application
based with voice assistance enables, with
easy adaptability and a step towards a
lighting automation.

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 new product to
be launched,
including
features and
2 geographical
markets.
 New Product Description:

“
Product - Levitating Light

- Moon that can be placed anywhere in

at anytime
- 16 million combinations included
- Magnetic Effect used
- Flying Category Bulb
- User Friendly

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 Features:
⊹ Customizable Size
“ ⊹
⊹
Colour brightness to some extent
Smart colourful Bulb
⊹ In build speaker with Bluetooth connection
⊹ Timer features
⊹ DJ Tuning and Sync Features
⊹ Voice assistance enabled Facility
⊹ Attractive and Smarty look
⊹ Handy and portable structure
⊹ Human Centric Lighting solutions 15
 Geographical Markets:

“ ⊹ Customer’s list includes Hotels,

Restaurants, Housing departments, and
Residentials.
⊹ Lavish Interior decorators
⊹ Higher potential markets in China, Japan,
South Korea, and Australia
⊹ High speed changing technology
⊹ Highest growth possibility in the Asia-
Pacific market. 16
 Geographical Markets:
⊹ We are planning to select the logistics and
“ supply chain of HAVELLS INDIA Pvt. Ltd. So
that we can use economies of scale.
⊹ The most selling placing for the products and
lights of Havells are Mumbai & Delhi as there
are crowded network and offices are there.
Targeting luxurious hotels in metro cities. Cities
like Noida & Odisha which have 20% sales
growth can be targeted.
⊹ Finally, when the products are adopted, we can
start expanding the market as per the situation. 17
 brands, Target
Market, POPs-
PODs and
Positioning
3 statement for the
product to be
launched.
 COMPETITI
VE BRANDS POINT OF
 Surya


SYSKA
PARITY
Wipro
 Shatter Proof
 Philips
 Wireless

TARGET  Futuristic
 Invisible Gases
POINT OF
MARKET
 Restaurant
 Homes
DIFFERENCE 19
POSITIONING STATEMENT
FOR THE LEVIATING Light
 The target market for our product LEVITATING BULB (BEYOND
IMAGINATION) is restaurants, homes and offices.
 The product belongs to lightbulb category and it will meet the customer
demand by giving them freedom to use the bulb anywhere in the room
without the hassle of turning the switch on and off every time.
 As it will hovers and glow’s differently which differentiates it from the
normal led or fluorescent bulb. The art of levitation in the air brings the
clean look which gives hassle free experience from the traditional bulb.
 Wired bulbs had a major disappointing feature of just stay in one place
where as hovering bulb can be taken anywhere or in any place in the room.

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 Brand hierarchy
and naming
strategy, with
4 appropriate
justification
Topic: brand hierarchy
⊹ Brand Hierarchy (aka Brand Architecture ) : Brand hierarchy refers to
the organization of the Brand elements as an attempt to increase the
corporate brand equity of the Company
⊹ “Thumb Rule of Brand Hierarchy“ :
⊹ The Simpler The Better The More Organized Brand Hierarchy
⊹ The Complex The More Confusing The More Confusing is Brand
Hierarchy
⊹ For Eg : In Our Brand Levitating Light we have tried to focus on the
thumb rule of the more simpler & Better the product “ Lights“ is , 22
Naming Strategy of brand
Brand Naming Strategy of
“The Levitating Light”

4 Growth Strategies of
Ansoff’s Model :
 Market Penetration
 Market Development
 Product Development
 Product Diversification

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How to Use Ansoff’s Growth Matrix’s Product Diversification
Strategy ?

Justification: To use the Matrix, plot your options into the appropriate

quadrant. Next, look at the risks associated with each one, and develop a
contingency plan to address the ones that will most likely affect you. This
will help you make informed and effective strategic marketing decisions
for yours.

⊹ Source : https://www.amazon.in/gp/bestsellers/kitchen/10946311031/ref=zg_bs_nav_kitchen_3_4205458031

Conclusion : New brand line

extension &
naming strategy as of :Ansoff’s 24
 Brand elements
of the product to
be launched,
5 including name,
logo, characters,
jingle etc.
 Brand Elements of the
Product to be Launched
“ 1) “ Brand Name :
Levitating Light “ 
2) Brand Logo of “
Levitating Light Sub
Brand Of Havells
Designed By Us “ as the
brand element of new
brand
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 Brand Elements of the
Product to be Launched
“ ⊹ Characters : Included in the Image of Logo
of Levitating Light
⊹ Jingle of The “ Levitating Brand “ : A jingle
is a short song or tune used in advertising
and for other commercial uses. Jingles are a
form of sound branding. A jingle contains
one or more hooks and meaning that
explicitly promote the product or service
being advertised, usually through the use of
one or more advertising slogans. 27
 A jingle taken to make it
more realistic, practical,
“ entertaining and
interesting:

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 associations for
the product,
including
primary
6 associations and
secondary
associations.
Primary brand associations
⊹ Innovation
⊹ Portable Light
⊹ In The Air
⊹ Anywhere Light
⊹ Smart Light

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secondary brand associations
⊹ Havells
⊹ Make In India
⊹ Multi – Occasion
⊹ Emergency Light

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 Desired brand
7 personality
 EXCITEMENT

SINCERITY

BRAND RUGGEDNESS

COMPETENCE

SOPHISTICATION

Here after seeing the brand and the product the major personality
traits which comes in mind are-

 COMPETENC  SOPHISTICATIO  RUGGEDNESS

E N

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 Leveraging 4 Ps
8 for branding
“

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 Desired and
potential brand
equity as per the
9 brand resonance
model
Desired and potential
brand equity
⊹ Positive Brand Equity
⊹ Product Loyalty > Brand Loyalty
⊹ Part of Society
⊹ Mass Market
⊹ Basic  Innovation  Basic

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Brand Resonance
Model
⊹ Salience
⊹ Performance & Imagery
⊹ Judgements & Feelings
⊹ Resonance ?

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Thank You!
We are Open to Discussion & Feedbacks

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