Final Assignment AIOD

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MBA-2K10 (A)

brand analysis in i-8 markaz islamabad

SUBMITTED TOMAM MARIA QADRI

SUBMITTED BYSANA MASOODFATIMA ZEHRA

MAHVISH DASTGIRSHIZA TOORNABIL TOOR

Table of ContentsIntroduction...........................................................................................................................................1

AIOD Framework...............................................................................................................................1Selected market.....................................................................................................................................2Selected Shops......................................................................................................................................2Habibi Restaurant..................................................................................................................................3

Positioning Statement:......................................................................................................................3Target Audience................................................................................................................................3

Age group:.....................................................................................................................................3Economic Status:...........................................................................................................................3Occupation....................................................................................................................................3Gender...........................................................................................................................................3

Masooms’ Cafe......................................................................................................................................6Positioning Statement:......................................................................................................................6Target Audience................................................................................................................................6


Buy Best Super Store.............................................................................................................................8Positioning Statement:......................................................................................................................8Target Audience................................................................................................................................8


Angels Beauty Salon............................................................................................................................11Positioning statement:.....................................................................................................................11Target Audience:.............................................................................................................................11

Age:..............................................................................................................................................11Economic status:..........................................................................................................................11Occupation:.................................................................................................................................11Gender:........................................................................................................................................11

Pan Corner...........................................................................................................................................13Positioning statement:.....................................................................................................................13Target Audience:.............................................................................................................................13

Age:..............................................................................................................................................13Economic status:..........................................................................................................................13Occupation:.................................................................................................................................13Gender:........................................................................................................................................13

Brand Analysis.....................................................................................................................................16JAZZ:................................................................................................................................................16Coca Cola:........................................................................................................................................16Pepsi:...............................................................................................................................................17

Conclusion...........................................................................................................................................18

March 28, 2011

INTRODUCTION

All market strategy is built on STP-segmentation, targeting and positioning. A company

discovers different needs and groups in the marketplace, targets those it can satisfy in a

superior way, and then positions its offering so the target market recognizes the company’s

distinctive offering and image.

The ultimate goal is to locate the brand in the minds of the consumer and maximize the

potential benefit to the firm. A good brand positioning helps guide marketing strategy by

clarifying the brands essence, what goals it helps the consumer achieve, and how it does so in

a unique way. The result of positioning is the successful creation of a customer focused value

proposition, a cogent reason as to why the target market should buy the product.

AIOD FRAMEWORK

One of the tools used for segment analysis is the AIOD framework. It uses the characteristics

of an individual to create a psychographic profile; also called attitudes, interests, and

opinions. When combined with quantifiable characteristics such as age, income, or education

level, an AIO profile provides great insight into an individual's likes and dislikes as a

consumer. Product-specific AIOs, rather than general AIOs, may be used in new product

development or copyrighting to predict consumer response.

Measurement of the AIO is used by marketers as a research tool to determine influences on

consumer behavior and appropriate consumer markets.

| /Habibi Restaurant 1

March 28, 2011

SELECTED MARKET

The market we selected for the purpose of this assignment is I-8 Markaz, Islamabad. Located

in the hub of sector, this commercial area touches I-8/2. I-8/3 and I-8/4 and is at a walking

distance from the city of Rawalpindi. Branches of many renowned brands such as Masoom’s

Cafe, K&N’s, Rayyan’s & Banarsi are located in this market.

More than 15 multistory plazas house businesses which incude banks, restaurants, cafes,

boutiques, general stores, parlours, gym, software houses, property and car dealers and a lot

more. Most of the mezzanine and second floor offices are either occupied by property

advisors or b2b businesses.

A major chunk of customers visiting this commercial area includes government servants and

bureaucrats, which are a part of the upper middle class of our society. This segment is known

to be brand conscious as well as price sensitive. This is perhaps the foremost reason why we

get to see both high end and low end businesses in this market.

SELECTED SHOPS

We have narrowed down our observation to the following five businesses located in I-8/4

markaz. These five businesses cater to diverse market segments and capture a large share of

customers visiting the area.

1. Banarsi Sarees

2. Buy Best Superstore

3. Masoom’s Cafe

4. Habibi Restaurant

5. Angels Beauty Saloon


March 28, 2011

HABIBI RESTAURANT

The Habibi restaurant is located in I-8 markaz Islamabad. It already has two branches in

Peshawar and this is their first branch in twin cities. The restaurant management has ensured

a complete hygienic and tasty food. The location is good, while interior is relaxing and

ambient. Habibi Platter is its famous dish that is sufficient for 4 - 5 persons and comes with

assorted BBQ Items, Kabuli Rice, Nan, Salad etc. The quality of food and service is good

enough to attract local people as well as foreigners to dine there quite often.

POSITIONING STATEMENT:

“Habibi offers you the hospitality of North-West end of Pakistan”

TARGET AUDIENCE

Age group:

People aged 16 and above are usually seen devouring the excellent food at Habibi

Restaurant. Youngsters who want to hang out with friends, families meeting for get-

togethers or businessmen and other employed men and women meeting for lunch or

dinners, are all a part of Habibi’s target audience.

Economic Status:

Habibi’s versatile menu caters to the pockets of people ranging between the middle

class and the upper class.

Occupation

Habibi’s target audience belongs to all types of professions, ranging from students to

businessmen.

Gender

As it is not gender restricted, so people from both genders are seen.


March 28, 2011

Needs/Benefits Activities Interests Opinions Demographics

Cultural/Family

Ambience

Work:

Students, Businessmen,

Individualistic,

Housewives, Retirees.

Recreation:

Friends and

Family get-

togethers.

Themselves:

Image conscious, family

oriented.

Age:

All age groups

Social Life:

Participating in

Cultural and Social

events as well as Sports

like Cricket.

Income:

Middle, upper middle

and upper income group.

Hobbies:

Watching movies,

listening to music,

going out with friends

and family for lunch or

dinners.

Food:

Traditional and

Fast food.

Others:

Strong opinions about politics

in the country along with

opinions about traditions,

society, culture, fashion, media,

family and friends that are

usually based on observations.

Stage in lifecycle:

Single or married with

half or full nest.

Shopping:

Impulsive and

influenced by peers.

Other interests:

Music, movies,

books, cell

phones, cars

Products:

Branded/Unbranded

Other:

Urban, educated.

Esteem

Work:

Students, employed,

businessmen.

Recreation:

Parties and get-

togethers with

friends, family or

colleagues.

Themselves:

Low on self-esteem and

therefore very image conscious

as well as ambitious.

Age:

Above 16

Social events

Parties and Get-

togethers, Travelling,

Business Dinners.

Income:

Upper Middle and Upper

Income groups

Hobbies:

Hanging out with

friends, colleagues,

family members.

Keeping track of the

latest trends, surfing

internet, attending

concerts etc.

Food:

Almost all

cuisines and fast

food.

Others:

Have strong opinions about

family, country, culture,

society, religion.

Stage in Lifecycle:

Single, newly married,

and married with half or

full nest.

Shopping:

Influenced by peers

Other Interests:

Family, TV,

Movies, Clothes,

Fashion, Latest

technology and

gadgets.

Products:

Very brand conscious

Other:

Well settled, educated,

urban.


March 28, 2011

Taste

Work:

Students employed,

businessmen,

housewives.

Recreation:

Parties and get-

togethers with

friends, family or

colleagues.

Themselves:

Not self conscious

Age:

22 onwards

Social events

Family and Friends

Get-togethers.

Income:

Middle class and above

income groups

Hobbies:

Watching TV, Reading

books, surfing the

internet.

Food:

Traditional and

Fast food.

Others:

Have moderate opinions about

family, country, culture,

society, religion.

Stage in Lifecycle:

Single, married with half

or full nest.

Shopping:

Influenced by peers

Other Interests:

Family and

Friends, TV,

Movies.

Products:

Branded/Unbranded

Quality

Work:

Employed,

Businessmen,

Individuals

Recreation:

Parties, get-

togethers

Themselves:

Image conscious. Strong

opinions about future, society,

relatives and themselves.

Age:

25 and above

Social Events:

Dinners, parties and

sports.

Income:

Middle, upper middle

and upper income group.

Hobbies: Watching

news channels, reading

magazines, family

gatherings

Food:

Traditional and

other cuisines

Products:

Branded

Stage in lifecycle:

Single or married with

half or full nest.

Shopping: Impulsive,


Other:

Fashion, movies,

music, friends,

family, food.

Other:

Urban, educated.


March 28, 2011

MASOOMS’ CAFE


“Masooms Cafe is proud to offer you wide variety of high-quality, great tasting menu

options. You can choose well-balanced and delicious meals from Cafe menu by mixing

and matching choices each and every time you visit.”

TARGET AUDIENCE

Age group:

People from all the age groups usually came in for purchases and take away of

different items but for café area, youngsters are mostly seen and whenever there is a

business meeting, their private corners are used by professionals.

Economic Status:

Since, their strategy is to provide high quality items and a lot of variety in the menu,

so they are targeting the elite class and upper middle class.

Occupation

People from different professional areas are targeted by them but again mostly the one

who do belong to upper and upper middle classes.

Gender

As it is not gender restricted, so people from both genders are seen.


March 28, 2011

Needs/Benefits Activities Interests Opinions Demographics

Quality

Assurance

Work:

Businessmen,

individualistic, business

ladies

Fashion:

Trendy, executive

Themselves: image

conscious

Age:

20-50

Social Events:

Business meetings, get-

togethers

Hobbies:

Social gatherings,

hangouts, enjoying food

Recreation:

parties, get-togethers

Products: branded Stage in lifecycle:

Youngsters,

married with half or full

nestShopping: impulsive,


Food:

fast food, cafe

Freshness of

Taste

Work:

Students, employed,

housewives

Fashion:

Stylish, metropolitan,

exclusive

Themselves: image

conscious, adventurous,

family oriented

Age:

20-65

Social Events: Family

gatherings

Hobbies: watching TV,

reading fashion mags,

hangouts.

Recreation:

Parties, get-togethers

Products:

Branded or normal

Stage:

single/ married and settled

in life

Shopping: traditional Food:

Fast food and bakery

items

Variety of

Food Items

Work: Housewives,

professionals, students

Fashion:

trendy, unique

Themselves: Image

conscious, ambitious

Age:

16-60

Social Events:

Business celebrations,

family outings and

parties, birthday

celebrations, university

parties

Hobbies: reading,

watching movies and

TV at home, trying new

food items

Recreation:

With family, business

partners and friends

Products: branded Stage: single/newly

married/Full

Nest I, II, III

Shopping: frequent,

deliberative and variety

seeking

Food:

Exclusive, nutritious

and enjoyable.


March 28, 2011

BUY BEST SUPER STORE


“Buy Best provides you a wide variety of high-quality groceries all under one roof.”

TARGET AUDIENCE

Age group:

A major chunk of target audience includes women especially housewives who visit

this superstore to purchase their groceries on a regular basis. This target market falls

between the age of 25-50 years

Economic Status:

Since Buy Best offers a large variety of groceries near your house on market rates and

not on wholesale rates, a majority of customers visiting it belong to upper middle and

upper class of the society.

Occupation

People from different professional areas are targeted but a majority are housewives

purchasing their household groceries. Youngsters also form a part of the customer

base..

Gender

A majority of customers is that of women.


March 28, 2011

Benefits Activities Interests Opinions Demographics

Credit

Card/ATM

Service

Work

Professionals

Fashion

Executive

Sophisticated

Themselves

Socially

Responsible

Image Conscious

Age

30+

Social Events

Corporate

Meetings

Hobbies

Socializing

Television

Reading

Sports

Recreation

Travel

Social Get together

Family Picnics

Products

Premium

Branded

Unbranded

Lifecycle Stage

Single

Married

Married

With Kids

Shopping

Emergency

Unsought

Impulsive

Food

Premium Priced

Ready to Cook

Fast Food

Snacks

Continental

Income

20000+

Convenience

(One Stop

Shop)

Work

Housewives

Fashion

Trendy

Themselves

Family Oriented

Planning

Oriented

Budget Oriented

Age

30-50

Social Events

Family Gatherings

Picnics

Hobbies

Television

Cooking

Gossiping

Recreation

Family Gatherings

Picnics

Products

Unbranded

Household

Low Priced

Lifecycle Stage

Married

Married

With Kids

Shopping

Regular Periodic

Preplanned

Household Items

Budget Based

Food

Home cooked

Healthy

Traditional

Income

10000-15000

Product Line

& Variety

Work

Housewives

Fashion

Trendy

Themselves

Family Oriented

Planning

Oriented

Budget Oriented

Age

30-50

Social Events

Family Gatherings

Picnics

Hobbies Recreation Products Lifecycle Stage


March 28, 2011

Television

Cooking

Gossiping

Family Gatherings

Picnics

Unbranded

Household

Low Priced

Married

Married

With Kids

Shopping

Regular Periodic

Preplanned

Household Items

Budget Based

Food

Home cooked

Healthy

Traditional

Income

10000-15000

Accessibility

& Location

Work

Housewives

Fashion

Trendy

Themselves

Family Oriented

Planning

Oriented

Budget Oriented

Age

30-50

Social Events

Family Gatherings

Picnics

Hobbies

Television

Cooking

Gossiping

Recreation

Family Gatherings

Picnics

Products

Unbranded

Household

Low Priced

Lifecycle Stage

Married

Married

With Kids

Shopping

Regular Periodic

Preplanned

Household Items

Budget Based

Food

Home cooked

Healthy

Traditional

Income

10000-15000

Late Night

Service

Work

Youngsters

Fashion

Trendy

Casual

Urban

Branded

Unique

Themselves

Adventurous

Ambitious

Budget

Conscious

Up To Date

Age

18-25

Social Events

Concerts

Parties

Friends Hangout

Sports Events

School Events

Hobbies

Music

Sports

Hangout

Movies

Recreation

Concerts

Sports

Hangout

Parties

School Events

Products

Branded

Low Priced

Latest

Lifecycle Stage

Single

Shopping

Emergency

Food

Junk Food

Income

1000-5000


March 28, 2011

Impulsive

Budget Based

Fast Food

Snacks

ANGELS BEAUTY SALON

Angels is a beauty saloon located in I-8/4 markaz. It offers beauty services as well as gym

exclusive for ladies. It’s main focus is to offer a middle ground to those clients who cannot

afford high end luxury saloons.


For those ladies who want to charm the world with their beauty and fitness, Angels offers

them beauty enhancing and gym services at affordable prices.

TARGET AUDIENCE:

Age:

From early teens to late 40’s.

Economic status:

Middle class to Upper middle class.

Occupation:

Students, Housewives and working ladies.

Gender:

Female


March 28, 2011


Wide variety of

service under

one roof: Gym

Work:

Working ladies and

students

Fashion:

formal yet

comfortable(working

ladies); trendy and casual

(Students)

Themselves:

fitness & image

conscious (working

women); diet and brand

conscious (students)

Age:

13- 40

Social Events:

Weddings, official

gatherings, parties

Hobbies: Watching TV,

Family time, Hanging

out, shopping and

gossiping

Recreation:

Get-togethers with

family, friends and

colleagues

Products:

durable, affordable yet

presentable and up to

date(Working women);

classy, trendy and

branded (Students)

Stage in lifecycle:

Both single and married

Shopping:

need based as well as

impulsive

Food:

Fast food, Continental

Value for

money: high

quality at

affordable

prices

Work: Housewives and

Working ladies

Fashion:

trendy, urban, exclusive

Themselves: Family

oriented, health

conscious

Age:

22-55

Social Events: family

gatherings, weddings,

business dinners

Hobbies: watching

dramas & news,

shopping, cooking,,

Recreation: Socializing,

family gatherings

Products: Affordable

yet high quality

Stage:

single/ married with or

without kids


home cooked meal and

occasional dine out.

Accessibility:

Central

location

Work: Housewives and

Working ladies

Fashion:

trendy, urban, exclusive

Themselves: Family

oriented, health

conscious

Age:

22-55

Social Events: family

gatherings, weddings,

business dinners

Hobbies: watching

dramas & news,

shopping, cooking,,

Recreation: Socializing,

family gatherings

Products: Affordable

yet high quality

Stage:

single/ married with or

without kids


home cooked meal and

occasional dine out.

Membership

discounts

Work:

Working ladies

Fashion:

formal yet comfortable

Themselves:

fitness & image

conscious (working

women

Age:

22-40

Social Events:

Weddings, official

gatherings, parties

Hobbies:

Watching TV, Family

time, Hanging out,

shopping and gossiping

Recreation:

Get-togethers with

family, friends and

colleagues

Products:

durable, affordable yet

presentable and up to

date

Stage in lifecycle:

Both single and married

Shopping:

need based as well as

impulsive

Food:

Fast food, Continental


March 28, 2011

PAN CORNER

Is a tuck shop located in I-8/4 markaz. It is a small convenient store with a product range

including pan, cigarettes, drinks etc. Because of its product line, it mostly attracts passer

buys.


Loki jairay chahnday nay.Payas bujhana tay kuch khana…Unhaan dai wastay Khawaja

Pan shop, Aa gya tay chaa gya thaa kar kay!!!

TARGET AUDIENCE:

Age:

Caters to all age groups whether young guys coming for easy load/drink or grown ups

for pan/cigarettes.

Economic status:

Both middle and lower class

Occupation:

People of different occupational backgrounds are targeted by them which largely

include students, clerks and manual labors.

Gender:

Male


March 28, 2011


Easy

Accesibility

Work:

Office Workers

and Manual Labors

Fashion:

Comfortable and

Affordable

Themselves:

Not Image

Conscious

Age:

25 to 45

Social Events:

Informal

Gatherings with

colleagues and

friends.

Hobbies:

Watching TV,

Playing Cricket

Recreation:

Having informal

discussions about

the current

scenario while

having a smoke or

a tea.

Products:

durable and

affordable

Stage in lifecycle:

Both single and

married

Shopping:

need based

Food:

Traditional food

like Daal, Subzee

etc

Unique

Product:

Pan

Work:

Manual Labors

Fashion:

Affordable

Themselves:

Not Image

Conscious

Age:

20 to 45

Social Events:

Informal

Gatherings with

fellow workers

Hobbies:

Watching TV,

Playing Cricket.

Having General

Discussions

Recreation:

Having informal

discussions about

the current

scenario while

having a smoke or

a tea.

Products:

durable and

affordable

Stage in lifecycle:

Both single and

married

Shopping:

need based

Food:

Traditional food

like Daal, Subzee

etc


March 28, 2011

Business

Hours:

Open till

midnight

Work:

Students

Fashion:

Classy and Trendy

Themselves:

Image Conscious

Age:

16 to 26

Social Events:

Hangouts with

friends, Parties,

Family Dinners,

Hobbies:

Watching TV,

Playing Sports,

Web Surfing,

Hangouts

Recreation:

Socializing with

friends, Playing

Cricket, going out

with family

Products:

Fashionable

Stage:

single

Shopping:

Mostly Impulsive

Food:

Fast Food


March 28, 2011

BRAND ANALYSIS

The three brands we have selected for our analysis are:

Coke Pepsi Jazz

The reason why we have selected these brands is simply because they are the most advertised

brands in the market and highly liked by the target audience of the markaz. Different tools

have been used to promote these brands in this markaz, such as billboards, posters, banners

etc

JAZZ:

Jazz is the most advertised brand in the selected vicinity. The advertising tools used for its

promotion are banners, posters, standees. It was mostly advertised near those shops or places

where jazz cards and connections are available such as Good book shop, Alam tea stall and

Moblink own franchise. There were two big standees of JAZZ present on the main double

road both at the front and at the back of the markaz.

The target market of JAZZ relates to the target market of the markaz because cell phones

have become a necessity now and JAZZ being biggest mobile service brand of Pakistan

easily captures its market in this vicinity.

COCA COLA:

Coca Cola is the second most advertised brand in the selected vicinity. Various tools are used

for its advertising like banners, posters etc but the most common among them is shop sign

boards and point of purchase displays. This brand is mostly advertised near super stores,

restaurants and general stores some of which are HABIBI restaurant, BUY BEST, Pizza &

Pratha, and Pan Corner.

The target market of COCA COLA definitely relates to the target market of the markaz as

coke is a product that is not only demanded out of a necessity but is also a result of an

impulsive buying behavior of the customer. It is a product that is a must at every restaurant,

every corner shop and every grocery store.


March 28, 2011

PEPSI:

Like Coke, Pepsi also has major presence in the market through its advertisements. Pepsi has

made itself available at convenient stores and other eating places. Its advertisements were

found in the form of posters, point-of-purchase in the form of company-owned refrigerators,

shop signboards and also painted on the wall. Pepsi has also come up with its own marketing

campaign for the Cricket World Cup 2011. The posters for those were also found in the

market.

The advertisements were mostly placed around places where Pepsi was available. For

example, a POP (refrigerator) was placed in Masoom’s Café. Similarly, a whole small tin

shop (Khokha) was painted in blue and white and had Pepsi written all over it. Pepsi was also

available there. In the same way, there was a whole wall of Shahi Restaurant that was

painted. Other posters were put on the glass walls of Buy Best super store etc.

We believe that the branding of Pepsi makes total sense in that market. Pepsi Cola is

immensely liked by almost all segments of the market specially youngsters. We have already

seen that youngsters come in large numbers in the market for fast food, cigarettes or for just a

casual soft drink in the market with friends. Also, there are a lot of eating places in the market

which further complement the presence of Pepsi. Hence, Pepsi has very rightly placed itself

in the potential market.


March 28, 2011

CONCLUSION

I-8 connects four of Islamabad’s sectors i.e. I-8/1, I-8/2, I-8/3 and I-8/4. These sectors being

densely populated have residents ranging between middle and upper class. Furthermore,

there are a number of shops and restaurants that are exclusive to this markaz two of which are

Habibi Restaurant and Banarsi. This makes the markaz a popular place for all the people

residing in the twin cities.

By conducting and analyzing the target markets of various shops in I-8 markaz, we have

determined that people belonging to all age groups, professions, mind sets and social classes

visit the markaz. It is a general market which might serve the purpose of grocery shopping for

a housewife or a place to hangout at for a group of youngsters. It is therefore concluded that

I-8 markaz is an ideal place for local, as well as international brands to advertise.


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Final Assignment AIOD

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