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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

www.afterschoool.tk AFTERSCHOOOL MATERIAL FOR PGPSE PARTICIPANTS


BRAND BUILDING
Dr. T.K. Jain.
AFTERSCHOOOL
Centre for social entrepreneurship
Bikaner
M: 9414430763
tkjainbkn@yahoo.co.in
www.afterschool.tk
www.afterschoool.tk

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WHAT IS POSITIONING?
 Itis 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 – 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.

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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
 GOLD CAFÉ

 YOUNG MAN  SOPHISTICATED,


BELONGING TO RICH, MIDDLE AGE
UPPER MIDDLE PERSON, OLDER
CLASS PERSON,
 WESTERNISED, GENGTLEMAN
FUN LOVING, RATHER THAN
MOBILE PERSON 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

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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?
 Itsmain 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 ATTACHEMENT

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ABOUT AFTERSCHOOOL
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.

www.afterschoool.tk AFTERSCHOOOL MATERIAL FOR PGPSE PARTICIPANTS


Why such a programme?
 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

 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 material

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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.

www.afterschoool.tk AFTERSCHOOOL MATERIAL FOR PGPSE PARTICIPANTS


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

www.afterschoool.tk AFTERSCHOOOL MATERIAL FOR PGPSE PARTICIPANTS