CHAPTER 1
INTRODUCTION
TO
BRAND MANAGEMENT
AND
IMC STRATEGY
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1. INTRODUCTION
Brand Management
What is brand?
The word "brand", when used as a noun, can refer to a company name, a
product name, or a unique identifier such as a logo or trademark. Today's
modern concept of branding grew out of the consumer packaged goods
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industry and the process of branding has come to include much, much
more than just creating a way to identify a product or company.
Branding today is used to create emotional attachment to products and
companies. Branding efforts create a feeling of involvement, a sense of
higher quality, and an aura of intangible qualities that surround the brand
name, mark, or symbol. In essence, a brand identifies the seller or maker.
Whether it is a name, trademark, logo, or another symbol, a brand is
essentially a seller’s promise to deliver a specific set of features, benefits,
and services consistently to the buyers. The best brands convey a warranty
of quality.
The level of marketing efforts depends on factors like product quality, size
of the market, firm’s familiarity with market, firm’s resources, and growth
of the market.
Here are just a few benefits you will enjoy when you create a strong brand:
A strong brand can command a premium price and maximize the number
of units that can be sold at that premium.
• Branding will help you "fence off" your customers from the
competition and protect your market share while building mind
share. Once you have mind share, you customers will automatically
think of you first when they think of your product category.
• A strong brand signals that you want to build customer loyalty, not
just sell product. A strong branding campaign will also signal that
you are serious about marketing and that you intend to be around
for a while. A brand impresses your firm's identity upon potential
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• A brand will help you articulate your company's values and explain
why you are competing in your market.
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• Stage in the product life-cycle (earlier versus later stages of the life
cycle)
away from mass media to promotional tools that reach only the
segment that has been targeted.
• The marketers always bring his plan to the table, with it his goals
and sometimes a database of who are his current and prospective
customers.
• The chart also shows the different organizations that may need to be
hired in conjunction with or instead of the ad agency to execute the
IMC campaign.
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Services
They are a team of committed professionals readily on the run to serve our
clients by ideating prudent strategies, creating innovative concepts with
promise and potential, and executing them into effective campaigns across
all communication channels. They have the distinct ability to effectively
cut across various media to give the brand the best of promotional
approaches in an economical and effective way. Aadharshila offers the
complete integrated marketing communications package by adopting a
360 degree outlook. Our quality is what you deserve, and we ensure.
THE HUB is a trendy store located in one of the posh localities of Baroda
city. It’s multi-brand retail outlet for all stylish apparels for any occasion.
The HUB is where east meets west. They offer menswear of all kind, be it
casual, ethnic, formal or party wear.
Basically its target market is young executives, professionals and young
people from upper middle class and rich class. According to VALS
psychographic segmentation they are targeting “Experiencers”- Young,
enthusiastic, impulsive people who seek variety and excitement. Spends
comparatively high proportion of income on fashion, entertainment, and
socializing. The specialty retail store caters to their need of having
premium clothing and other accessories which creates style statement for
them. As The HUB is catering to very niche market its CRM (Customer
Relationship Management) needs to be very effective. The HUB constantly
positions itself by doing product-oriented event to increase the sale of that
particular product, for example it did event like “Jean Junoon” to induce
their customer to purchase jeans. In past it has done the event like ‘The
Khaki comeback’ and ‘Corduroys can KILL’.
The picture above shows the logo and poster designed for “Jean Junoon”.
Need for the project:
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MARKET RESEARCH
on
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Since the problem of the project deals with consumer perception and
opinions about product so research carried out for this purpose is
exploratory type.
Research objectives
The objectives of the study are:
Methodology:
Method of Data Collection:
Primary data was collected through survey. The questionnaire was
prepared asking respondent about their purchase behavior towards jeans.
The basic research instrument used is a questionnaire. The questionnaire is
a mixed bag of open ended and closed ended questions. The
questionnaires were either filled by the respondents themselves or were
dictated by the respondents. The respondent was free to give his opinion
on the questions.
Data source:
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Age
Up to 20 13
21 to 25 58
25 to 30 22
Research Design:
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Table-1.
Table shows the data in table mean value, standard deviation from mean
value and maximum and minimum values are shown along with Q values
which tells 25% of respondents wears 3 or less than 3 days/week and Q2
and Q3 value suggest same for 50% and 75% respectively.
Respondents were asked about the variety of the jeans the prefer among
the varieties like mid-rise boot cut, mid-rise straight, Straight fit, comfort-
fit/anti-fit, low-rise narrow and low-rise boot-cut to know consumer
preferences and recent trend of fashion in jeans.
Preference of Variety
120
100 100 100 100 100 100
100
No. of responses
80
60
40
40 34
28
20 12
8 8
0
C omfort fit Straigt fit Midrise Midrise Lowrise Lowrise
bootcut straight bootcut narrow
We also asked about what they prefer to wear above their jeans and
from the various options available like t-shirt, short-shirt, shirt, kurti. It
is found that T-shirt is most preferred apparel above the jean with
highest responses 70 out of 100 responses. T-shirt is found more
popular in female than in male.
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120
100 100 100 100
100
No. of responses
80 70
60
34
40 37
13
20
0
Shirt T-shirt Kurti Short-shirt
Brand consciousness
When respondents were asked whether they look for any specific brand of
jeans, 52% of respondent were not looking for any specific brand of jeans.
Brand consciousness
Yes Yes
No
48%
52% No
Whereas 48% of respondents look for some specific brand and their
responses for their favorite brand is shown in chart below. This shows that
nearly half of the market is brand conscious and we need to tap this
segment of market.
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Fig-6 suggests that among masses, spykar is the most popular brand of
jeans (16 out of 48 responses) followed by Lee (12) and killer (10).
Whereas among the female Lee, Levi’s and spykar are equally preferred
brands of jeans with 6 out of 21 responses each.
In age group of 21-25 Levi’s is more popular with 10 out of 31 responses.
Brands of Jeans
60
50 48 48 48 48 48 48 48 48 48
40
30
20 16
12
10 8
10 4
2 2 2 2
0
E
PE
ER
I'S
AR
RT
NS
I
LE
RS
T
PE
LL
PO
RI
YK
LE
LE
KI
UT
G
SP
NG
TI
KO
NE
IN
RA
W
Buying Source
120
100 100 100 100 100
100
80
60
44
34 32
40 28
20
4
0
Small Multi brand Shopping mall Company Others
Retailors outlet Showroom
Price Range
8, 8%
6, 6%
Under 1000
48, 48% Rs. 1000-1500
Rs.1500-2000
Rs.2000-2500
38, 38%
Study shows that customers are more willing to buy jeans at price below
1000 Rs.(48 out of 100 responses) and 38 % of respondents can go up to
range of Rs 1000-1500(38/100).
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Information source
120
100 100 100 100 100
100
80
60
40
40 34
24
8
20
0
0
TV NP/Magazine Other Billboards Radio
For the 40 out of 100 respondent buys a jean on their own choice or they go
by word of mouth, whereas for 34 out of 100 respondents it is ads in
newspaper/magazine which encourage particular brand of jeans followed
by television (24/100).
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Role model
120
100 100 100 100 100
100
80
60
40
26
20 18 22 18
20
0
Busi.profs. TV/Movie star Music star Sport star Others
40, 40%
No. of J
m ale
Male 6-7
fem ale
60, 60% Female 6-7
Table-2.
From the data available, it is found that Male are less brand conscious than
females. Though female’s frequency of buying is less than male, but is
more brand conscious. Also, 18 out of 40 females prefer shopping malls to
buy jeans followed by small retailers (12), multi-brand outlet (11), and
company showroom (10).
There is no particular fashion trend among males, but females are more
conscious towards seasonal fashion trends. Females prefer Capri style
during monsoon other wise mostly preferred style is medium boot-cut.
Males prefer more of comfort fit style (28 out of 60) followed by straight fit
(25) and boot-cut (20). It is also found that blue and black are equally rated
colors for the jeans and also tops the chart in comparison with the other
colors preferred by the respondents.
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colour preference
13%
1%
1% Blue
Black
51% Grey
Brown
34% No Specific
We asked them to rate 5 attributes (quality, fit, style, price, and brand) on
scale of 1 to 5 starting with 1 as their first priority.
Table 3
18
16
14
12 QUALITY
STYLE
10
FIT
8
PRICE
6 BRAND
0
1 2 3 4 5
Recommendations:
Research says that people prefers to wear ‘comfort fit’ and ‘straight
fit’ more than any other variety so add this variety in the collection.
Study says that print ads in news paper and magazine has highest
impact among all the other media in the case of jean, so budget
allocation should be done accordingly, print ads in newspapers like
Baroda Times will help better to grab the attention of target
audience.
Study shows that females are more brand conscious compared to
males, so we should look for promoting more ladies jeans and
designing special segment for ladies.
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Suggestions:
During wedding season there is huge market for ethnic wear NRI
customers, so there is a need to design special marketing programs
during such seasons to attract NRI customers.