Branding of Product

8/8/2019 Branding of Product

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Brand Management

Presented To

Mr.Asif Bashir

Presented By

Saima Zafar

Mursleen Ahamd

Yasir Ayub


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Criteria For Brand

Elements

Memorability

Meaningfulness

Likeability

Adaptability

Protect ability

Competitive protection


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Strategic Brand management process

Identification and establishment of

Brand positioning and values

Planning and implementation brand marketing

programsMeasuring and interpreting the brand

performance

Growth and sustaining brand equity


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Identification and establishment of

Brand positioning and values

To establish our brand we would need to

strongly brand our boutique and make people

use it as a generic word for the branded cloth.

The core brand values of Glamorous Eyes

are the mixture of attributes and benefits.

Attributes Benefits


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PLANNING AND IMPLEMENTATION

BRAND MARKETING PROGRAMS

Print ads

The print ads, brochures will be designed and placed in Dawn News paper, and

also in She and MAG magazines

Radio AdsWe will give ads on radio to advertise our boutique. Because people especiallyyoungsters are using the Fm More now a days.

InternetWe will also give ads on our website and also on other sites and on the

sites of different news papers and magazines

TV Ads

We will also give ads on MTV and On Geo and other private channels

like ARY and Hum to sponsor our boutique.


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MEASURING AND INTERPRETING

THE BRAND PERFORMANCE

Our brand performance will be based on

our quality products which we will offerand in any case or at any cost we will not

compromised on our quality. We will also

evaluate our brand performance by Marketshare, high brand equity, and also by the

level of sales.


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GROWTH AND SUSTAINING

BRAND EQUITY

We will update the product seasonally. We willcontinue bring innovating designs so that it

remains in the growth stage.Brand equity will be increased by

Perceived quality and valued our customer

Glamorous Eyes will focus on our valued

customers and we will establish the goodrelationship by giving them value and will alsoestablish good relation with our suppliers tomake our boutique more valuable.


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STRATEGY FOR BUILDING

ESSENTIALS FOR BRAND

Brand Salience

Brand Performance

Brand Image

Brand Judgment

Brand Feelings

Brand Resonance


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Suggested brand value chain


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Marketing MIX

Product Mix

As we are going to open a boutique in which we will

provide the dresses to every person irrespective on

gender

Core Product

Core product will be informal, formal and bridal dresses

and casual dresses

Augmented Products

We will also provide the accessories like matching hand

bags, valets, etc as augmented products.


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MARKETING MIX

Price

As far as price is concerned our pricing

strategy is going to be the SkimmingPricing Strategy. As form our prices wemostly cater elite class and middle classbut as for as the fusion of western as

eastern clothes of the demand of uniquedesigned clothes we charge priceaccording to the value of the product.


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MARKETING MIX

Promotion

We scrutinizing the boutique, we diagnosed that the

boutique has not spend much in the marketing

department since long; we decided to give it make over.

We decided to launch of our boutique by promoting

through the following media and create awareness

among masses so that will accelerate sales.

Print media

Website

Radio ads

TV Ads


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MARKETING MIX

PlacementAs the placement is required we selected an area in johar Town.

That area is very famous

Interioro We prefer to display the new designed dresses upfront

with its various sizes behind it. This will help us to

organize them easily and will also tell us that which type

of design and color is most liked by the customers.

o An other thing which we will do is the spotlight to make

the look more attractive, impressive, and clear in night.


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BRAND POSITIONING

Market SurveyAlthough the market if saturated but it can always have a space for

new entrants. So we analyze the market and enter in to market by

target the higher and, middle class.

Competition In SurroundingsCompetitors are present in any business does not matter what and

who are you. You have to face competition in market. Product

differentiation, innovative and services to every person will help us

to survive in the market.


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COMPETITIVE FRAME OF

REFERENCE

Time BasedWe could be the first venture in the market by launching the latest

design prior to the other boutiques launch. continues receiving

information from customer and according to trends and fashion anddemand ,continuous prediction of cuts, stylish and fashion design

his will help us to compete in market where competition in thriving.

Purchasing PowerWe will compete to get the purchasing power of customer we willinvest new and creative ideas to win this purchasing power of the

customer.


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TARGET MARKET

As our boutique is situated in Johar Town our targeted

Higher class

Middle class

Middle and higher class people like being fashionableand enigma offers a wide variety of fashionable designsfor the elite families and sophisticated people.

Strategies For Approaching Target Market

We will give add on news paper, geo TV, and will hiredmodels who will dressed up in Glamorous Eyescollection to give awareness about our dresses quality,designs.


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MARKET SEGMENTATION

The Characteristics Of Segment

Measurable

Accessible

Substantial

Differential

Actionable


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MARKET SEGMENTATION

Psychographic

Now according to our boutique we can

categorize it like customers like new andinnovative styles so we have to beinnovative according to new trend .wehave to produce new trendy clothes with

new color combination also we have toproduce new styles before the arrival ofnew season etc.


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MARKET SEGMENTATION

Demographic

AgeThe Age group will be from 5 to 65.because we are going to target from kidsto teenagers and working men and women for their formal and casualdresses.

GenderWe are going to target both female and males dresses and kids too. So wewill segment both gender to attract our more customers.

IncomeAs we are going to target the elite class and middle class so will provide thequality, design and best variety and will charge according to them.

Ethnic BackgroundThe ethnic background plays a very major role. So our 1st preference will beeastern dresses but now as today western dresses also in use and infashion we will also provide them both types of dresses.


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MARKET SEGMENTATION

Behavioral Variables

Benefit sought

Product usage rateBrand loyalty

Profitability

Income status

Users willingly spend on products related to

Style and lifestyle.


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BRAND EXTENSION

When the brand Glamorous eyes will establish in themarket and will gain the good reputation and a goodmarket share. Than we will open our outlets in differentparts of Lahore and also out side the Lahore in differentcities.

Benefits of extension

It will improve our brand image.

Will also reduced the risk perceived by customers.

Will also increase the efficiency of promotionalexpenditure

It will also reduce the cost of developing a new brand

Will also permit customers to variety seeking


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Point Of Parity and Point Of Difference

Point of Difference

Bridal dress

Establish the modeling events

Innovated designs


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Point Of Parity and Point Of Difference

Point of Parity

Clothes

Ladies hand bags

Gents products


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2nd Tier Now we sustain our initial brand push with the help of

tiers. Tiers help to push the brand in the market. Oncewe have launched our product in the market with afull fledge marketing campaign. Now we are at thestage where customers have been aware of ourproduct. Then the next step will be to attract more andmore customers and to retain the previouscustomers. So we will need to create a marketcampaign once again to increase their knowledge andto associate the brand attributes with the feelings ofcustomers. Now we start our2nd tier with the help of

different types of placement like billboards throughinternet and through different fashion magazine. Nowwe start the tier in the marriages seasons because inthat season we earn more profits because ourspecialized clothes is wading clothes


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3rd Tier

Then we start the 3rd tier after that.

That tier we start in different events like

eid etc. and we also start this tier in offseason or low selling season. In off

seasons we offer some by one get one

for the customers. Also charge less

price from our permanent customers.

We


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Brand Repositioning

If the companies not fulfill the core competencies thenthe brand reposition.

If the corporate culture of the city or the country changethen the firm must be change the position and reposition

the brand If the sales of the firm and the company continuously

falling and the brand can not increase their sales thenthe reposition occur.

If the brand create the bad image overall the customers

and not attract the customers then the brand repositionmust be included in their strategy.

If the firms want to change the market segment andchange the target markets then the brand repositioningexist


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Branding of Product

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