Brand Management

BRAND MANAGEMENT • ASSIGNMENT ON 1) BRAND BUILDING MODELS 2) WHEEL OF USAGE EXPERIENCE AND DRIVING WHEEL 3) PILLARS OF STRONG BRANDS - By Nikhil joshi Oshal Laddha

BRAND BUILDING MODELS (1) PRODUCT UNIQUE TOO WELL-KNOWN SUPPLYING CO.

UNKNOWN CO.

ME

PRODUCTIVITY (2) LOW HIGH HIGH MARKET INNOVATION

LOW

VOLUME (3) LOW

HIGH , HYATT SUNFEAST DURAC ELLON PALACE HIGH REGENCY WHEELS DARK FANTASY, MARKET GINGER HOTELS INNOVATION

DUKES,

(4) LOW

HIGH PRODUCT IMAGE DIFFERENCIATION

LOW

PRICE-DIFFERENCIATION

HIGH

WHEEL OF USAGE EXPERIENCE

FFFFFFFF

1) CORE PRODUCT What the buyer really buying was small payload vehicles which can carry goods of less than one-ton load over short distances. A smaller vehicle that can navigate through narrow roads and by lanes of cities, small towns and villages to service the feeder routes. A truck in mini size with a competitive price tag and high quality standards.

2) FORMAL PRODUCT Low maintenance Low operating costs Higher driver safety Better driving comfort Bigger Cargo bed Low turning radius to navigate the narrow lanes and by lanes of villages and towns. Customers were ready to pay higher

3) AUGMENTED PRODUCT • The Tata Ace carries a 36000-km/12month warranty. • As the vehicle may operate only within a limited radius, the service points had to be closer to the vehicle’s operating routes. • For this purpose the company augmented by training automobile garages that

4) POTENTIAL PRODUCT • The sporty, car-like features ensured comfort in ride and handling. The overall design, fit and finish differentiated the vehicle from the three-wheelers and at the same time bestowed social prestige to the owner as well as the driver of the vehicle.

DRIVING WHEEL OR COMMUNICATION WHEEL The vehicle was Advertised using the symbol of a baby elephant with the tag

PILLARS OF STRONG BRANDS EMOTIONAL RELATIONSHIP

LOW

HIGH

STRON GOOGLE, NIKE G BRAND

VOLTAS FAIR AND LTD HANDSOME, PANTENE , (2000-01), SPICEJET, HEAD& & AMUL KOOL SHOULDERS V O LT A S MOSER LT D BAER LONG TIME TO BUILD STRONG (1992BRANDS 93

HIGH

COGNITIVE RELATIONSHIP HP DIGITAL CAMS, TORTOISE

DD NETWORK , DHAR

A,