23 July Brand Building

BRAND BUILDING AFTERSCHOOOL – DEVELOPING CHANGE MAKERS CENTRE FOR SOCIAL ENTREPRENEURSHIP PGPSE PROGRAMME – World’ Most Comprehensive programme in social entrepreneurship & spiritual entrepreneurship OPEN FOR ALL FREE FOR ALL

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BRAND BUILDING Dr. T.K. Jain. AFTERSCHOOOL Centre for social entrepreneurship Bikaner M: 9414430763 [email protected] www.afterschool.tk www.afterschoool.tk www.afterschoool.tk

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WHAT IS POSITIONING?  It

is to select one or more USP (Unique Selling Proposition), which can give us maximum sales and create distinct image in the market.

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Give an example of bank, creating unique positioning for its deposit accounts?  CITIBANK

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– UNFIXED DEPOSITS.

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WHAT IS PERCEPTUAL SPACE?  Every

company fights for a space in the mind of the consumer. A consumer has only one space for a unique product. Perceptual space is the space that a consumer has about product. We have to identify our variables and differentiate ourselves from others on those criteria.

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How do world’s top business schools differentiate themselves?  Harvard

– by case study focus, but MIT with its focus on quantitative skills. Etc.

 At

AFTERSCHOOOL, we differentiate ourselves by focusing on skills required for entrepreneurship and social transformation.

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Discuss repositioning by COMPLAN?  Initially

it compared itself with milk, later it compared itself with other nutrients and repositioned itself. (now focuses on complete growth supplement – which gives good height, mind power and strength). (compare it with boost, which emphasises on energy).

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What’s interesting on classic VICKS VAPORUB?  Entry

by a boy who is wet and suffers from cold – he brings flowers for mother  Mother puts VAPORUB and puts the boy to rest.  There is instant relief  VALUES = love, affection, care, family, tenderness by mother, instant relief etc. www.afterschoool.tk

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VICKS VAPORUB SUCCESS…. …  Launched

initially for children (less than 1 years) but later repositioned for grown up boys and again repositioned.  By company RHL.

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How are CIGERATTE companies positioning?  Emphasis

on self esteem by brands like India Kings, Gold Flake etc.  Emphasis on Western style by companies like Four Square, etc. emphasis on Indian lifestyle by companies like Gold Flake filter et.

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How do you compare popular cofee brands with personisation? NESCAFE  YOUNG MAN BELONGING TO UPPER MIDDLE CLASS  WESTERNISED, FUN LOVING, MOBILE PERSON 

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GOLD CAFÉ  SOPHISTICATED, RICH, MIDDLE AGE PERSON, OLDER PERSON, GENGTLEMAN RATHER THAN GUY. 

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HOW DID KEO KARPIN SUCCEED?  It

emphasised non-sticky elements of oil

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Brand extensions – evaluate them?  HAWKINS

introduced HAWKINS MASALA – did it succeed ? Why or why not?

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BRAND EXTENSIONS – search out?  SYLVANIA

LAXMAN (originally making tube lights and bulbs) made so many other items – what happened? Go to the market and inquire?

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What is difference between LINE extension and BRAND extension?  When

you add a new product to your existing product line, it is line extension – may be with new brand – example – wheel by HUL (they were already making detergent bars).  Using same brand for new product is brand extension = for example = dettol soap by dettol www.afterschoool.tk

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What is brand equity?  Incremental

value that a business enjoys due to brand loyalty, brand perceptions, and goodwill enjoyed by the brand.  Now a days companies evaluate their brands and put their value in balance sheet.

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Name the ad agency which created LIRIL & LIFEBUOY?  LINTAS  LINTAS

tries to use descriptions in its advertisements. For LIRIL it uses the word FRESHNESS.  For LIFEBUOY it uses the word HEALTH.

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HOW DID ARISTROCRAT FOUGHT ITS COMPETITION?  Its

main competition was with low priced cheap briefcases. Therefore its advertisement was: “WITH CHEAP SUITCASE – ONE HIT AND SUITCASE GOES PHUT”.

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HOW DID 0&M POSITIONED TITAN?  TITAN

was highlighted as a quartz watch – which only international brands had at that time – so an instant success.

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CADBURY ?  EMOTIONAL

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ATTACHEMENT

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ABO UT A FTERSCH OOO L Afterschoool conducts three year integrated PGPSE (after class 12th along with IAS / CA / CS) and 18 month PGPSE (Post Graduate Programme in Social Entrepreneurship) along with preparation for CS / CFP / CFA /CMA / FRM. This course is also available online also. It also conducts workshops on social entrepreneurship in schools and colleges all over India – start social entrepreneurship club in your institution today with the help from afterschoool and help us in developing society.

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Why such a programme? 

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To promote people to take up entrepreneurship and help develop the society To enable people to take up franchising and other such options to start a business / social development project To enable people to take up social development as their mission To enable people to promote spirituality and positive thinking in the world

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Who are our supporters?  Afterschoolians,

our past beneficiaries, entrepreneurs and social entrepreneurs are supporting us.  You can also support us – not necessarily by money – but by being promotor of our concept and our ideas.

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About AFTERSCHOOOL PGPSE – the best programme for developing great entrepreneurs     

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Most flexible, adaptive but rigorous programme Available in distance learning mode Case study focused- latest cases Industry oriented practical curriculum Designed to make you entrepreneurs – not just an employee Option to take up part time job – so earn while you learn The only absolutely free course on internet

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Workshops from AFTERSCHOOOL         

IIF, Delhi CIPS, Jaipur ICSI Hyderabad Branch Gyan Vihar, Jaipur Apex Institute of Management, Jaipur Aravali Institute of Management, Jodhpur Xavier Institute of Management, Bhubaneshwar Pacific Institute, Udaipur Engineering College, Hyderabad

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Flexible Specialisations:          

Spiritualising business and society Rural development and transformation HRD and Education, Social Development NGO and voluntary work Investment analysis,microfinance and inclusion Retail sector, BPO, KPO Accounting & Information system (with CA / CS /CMA) Hospital management and Health care Hospitality sector and culture and heritage Other sectors of high growth, high technology and social relevance

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Salient features: The only programme of its kind (in the whole world)  No publicity and low profile course  For those who want to achieve success in life – not just a degree  Indepth knowledge and expertise  Professional approac: World class approach  Strong intellectual and business capabilities  Flexible – you may stay for a month and continue the rest of the education by distance mode. / you may attend weekend classes  Scholarships for those from poor economic background  Latest and constantly changing curriculum – keeping pace with the time  Placement for those who are interested  Admissions open throughout the year  Latest and most advanced technologies, books and study www.afterschoool.tk AFTERSCHOOOL MATERIAL FOR PGPSE PARTICIPANTS material 

Components              

Pedagogy curriculum and approach based on IIM Ahmedabad and ISB Hyderabad (the founder is alumnus from IIMA & ISB Hyderabad) Meditation, spiritualisation, and self development Essential softwares for business Business plan, Research projects Participation in conferences / seminars Workshops on leadership, team building etc. Written submissions of research projects/articles / papers Interview of entrepreneurs, writing biographies of entrepreneurs Editing of journals / newsletters Consultancy / research projects Assignments, communication skill workshops Participation in conferences and seminars Group discussions, mock interviews, self development diaryng Mind Power Training & writing workshop (by Dr. T.K.Jain)

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Pedagogy          

Case analysis, Articles from Harvard Business Review Quiz, seminars, workshops, games, Visits to entrepreneurs and industrial visits Presentations, Latest audio-visuals Group discussions and group projects Periodic self assessment Mentoring and counselling Study exchange programme (with institutions out of India) Rural development / Social welfare projects

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Branches  AFTERSCHOOOL

will shortly open its branches in important cities in India including Delhi, Kota, Mumbai, Gurgaon and other important cities. Afterschooolians will be responsible for managing and developing these branches – and for promoting social entrepreneurs.

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Case Studies  We

want to write case studies on social entrepreneurs, first generation entrepreneurs, ethical entrepreneurs. Please help us in this process. Help us to be in touch with entrepreneurs, so that we may develop entrepreneurs.

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Basic values at afterschoool        

Share to learn more Interact to develop yourself Fear is your worst enemy Make mistakes to learn Study & discuss in a group Criticism is the healthy route to mutual support and help Ask fundamental questions : why, when, how & where? Embrace change – and compete with yourself only

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www.afterschoool.tk social entrepreneurship for better society

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