SUMMER INTERNSHIP PROJECT

REPORT
(start date – End date)

On Training Undertaken at

Course Title:
1. “Product and Brand Management”

2. “Basics of Digital Marketing” (Google Digital Garage)

Submitted in partial fulfillment for the award of degree of

Master of Business Administration

The IIS University

Submitted by:- Submitted to:-

Divyanshu Goyal Name of Mentor 1
FMSIIS/2019/ADM/26865 Name of Mentor 2
 CERTIFICATE

Certified that this project report

1.“Product and Brand Management”

2. “Basics of Digital Marketing” (Google Digital Garage)

entitled is a record of project work done independently by Mr.

Divyanshu Goyal under my guidance and supervision and that it has not
previously formed the basis for the award of any degree, fellowship or
associate ship to him.

Dr. Kavaldeep Dixit

H.O.D (MBA)
The IIS University
 DECLARATION

I hereby declare that this project report entitled

1.“Product and Brand Management”

2. “Basics of Digital Marketing” (Google Digital Garage)

is a bonafide record of work done by me during the course of summer

project work and that it has not previously formed the basis for the
award to me for any degree/diploma, associate ship, fellowship or other
similar title of any other institute/society.

Divyanshu Goyal

The IIS University

Jaipur
 ACKNOWLEDGEMENT

It is not often in life that you get a chance of appreciating and expressing your
feelings in black and white to thank the people who have been a crucial part of
your successes, your accomplishments, and your being what you are today. I take
this opportunity to first of all thank the Faculty at The IIS University , especially
Dr. Manju Nair, Principal, and Dr. Kavaldeep Dixit, HOD for inculcating and
instilling in me the knowledge, learning, will-power, values and the
competitiveness and professionalism required by me as a management student.
I would like to give special thanks to Dr. Rita Jain(Faculty Guide) for educating
me silver lining in every dark cloud. Her enduring efforts, guidance, patience and
enthusiasm have given a sense of direction and purposefulness to this project and
ultimately made it a success.
I express my sincere and heartiest thanks to everyone who has contributed towards
the successful completion of the Course, undertaken by me.
Last but not the least; I would like to thank my family: my parents, for supporting
me spiritually throughout my life.
The errors and inconsistencies remain my own.

Divyanshu Goyal
Product and
Brand
Management
 1. Definition of a Product
A product is defined and also identified by an effective commodity, service or also an
ideation that encompasses a mix of both tangible and intangible attributes. Both the
tangible and intangible attributes contribute in generating customer satisfaction. The
manufacturers and marketers of the product/service render the same to customers in
exchange for some monetary unit or other forms of value .
Business institutions tend to define and view products depending on various perspectives.
Business organizations that are production oriented visualize the product as an effective
manifestation of the different types of resources that are required in producing the
merchandise. The business institutions that are marketing oriented visualize a product as
a bundle of both functional and emotional benefits that a consumer tends to gain based on
experiencing a specific product or service . The finished product, intangible or tangible
tends to encompass other elements like that of warranty, guarantee, after sales services,
different types of accessories and also other types of service and product packages. All
the above elements ideally contribute in designing a product in the holistic sense that
ideally contribute in generating total customer satisfaction .

2. Changes that tend to affect Product Management

The product managers of manufacturing organizations are required to effectively adapt to the
changing circumstances such that the same helps them in countering emerging marketing
challenges. The key changes are identified as follows:

2.1 The Emergence of Web

The emergence of the World Wide Web (WWW) during the middle of 1990s
revolutionised the marketing and retailing environment of the firms and also in
distribution of merchandises to end consumers. Along with the development of the digital
marketplace, the web also accounted in transforming the communication activities
concerning a product/service/company brand. Again, the use of the web is also found to
be used by marketers for both acquiring and also in retaining potential customers.
Further, the web is also employed by the different companies for brand building activities
while it also influences other facets of the job role concerning the product manager.

2.2. Explosion of Data

The product and marketing managers in the contemporary world are observed to
considerably depend on the acquiring and analysing of quantifiable amount of
 information which helps them in taking concerned production and marketing decisions.
Regarding, consumer packaged-goods firms the employment of Point-of-Sales (POS)
scanners and Radio Frequency Identification (RFID) tags and barcodes ideally contribute
in the gathering of adequate and timely information. The above mediums ideally
contribute in the generation of information associated to market shares, sales volumes
and revenue and also about the distribution of products.

2.3. Increased significance on Brands

The development of the digital interface rightly helps the product and brand managers for
associating specific images with the existing labels for enhancing the level of the visual
appeal to the customers. Further, the incorporation of large number of channels
considerably help in enhancing the level of brand awareness among target audiences. The
employment of price comparison websites adequately helps in comparing the
product/service brand with other like brands available in the market.

2.4. Changes in market power associated balances

Historically the balance concerning market power rested in the hands of the
manufacturing organizations in that the same had access to quantifiable amount of
knowledge regarding market changes. However, with the emergence and development of
information technology and communication systems the manufacturers and retailers gains
equal emphasis regarding accessing of sales and market share data. Likewise, the balance
of power regarding distribution channels located a shift from the hands of the
manufacturer to that of the retailer.

2.5. Significance of Customer Retention Programs

Product managers now-a-days are required to ideally focus on enhancing the

development and growth of customer servicing and also customer satisfaction programs.
Likewise, the product managers also focus on the development of programs concerning
database marketing and also regarding advertising and promotions for satisfying and
retaining customers. The same also requires the development of managerial roles
associated with activities like customer acquisition and also customer retention.
2.6. Enhancement of Global Competition

The product managers need to be effectively acquainted regards to the manner of dealing
up with worldwide competition regards to marketing of different product brands. In that,
the product managers need to have needed knowledge and experience regarding different
cultural variations concerning international societies. Further, the product managers also
need to have needed knowledge regarding different trade blocs like European Union and
MERCOSUR based in South America and also of Free Trade Zones

3. Classification of Products
Products are essentially classified into ten different types based on the aspect of entity. The
various types of products based on entity are classified as under:
3.1. Goods
Goods are identified as entities that reflect a tangible appearance. In terms of tangibility, the
goods tend to share a physical existence. The ownership of such is transferred between
people involved in communities and networks in exchange for a specific value.
Commodities ranging from consumer durables to consumer non-durables all fall in the
goods category.
3.2. Services
Services are identified as commodities that tend to be intangible by nature. Though services
are exchanged in terms of values yet the same cannot be owned by any individual or
organization. Services are rendered in exchange for a specific price by an individual or
organization. They can also be rendered as an extension with the merchandises offered to
customers in the form of after-sales services .
3.3. Events
Events are time based in nature and are essentially encouraged to be carried out by
marketers in terms of driving participation amongst the people and community members.
Different types of events like that of trade fairs, organising of film-fare awards and also
organising of health camps all fall along the event category.
3.4. Experiences
Experiences are essentially created and thereby marketed by the marketers based on
generating an effective combination of different types of goods and services. Experiences
are gained by people visiting different natural camps like water parks, availing different
types of tour and holiday packages, participating in rock climbing camps and the like.
3.5. Persons
In terms of persons, activities associated to celebrity endorsements are carried out wherein
the business and marketing teams focus on endorsing celebrities for promoting the business
institutions, merchandise and service offerings to the market at large.
3.6. Places
Different types of historical and tourist spots and other types of scenic and natural spots like
that of lakes and gardens account to be treated as specific tourism objects/destinations. The
same are focused to be effectively designed and promoted for attracting considerable
numbers of tourists to the specified destinations. Other places of interest that attract business
and commercial tourists tend to be the SEZ (Special Economic Zones) and IT Hubs. The
places contribute in attracting large number of business and commercial tourists for
expanding their business platforms.
3.7. Properties
The different types of properties that tend to identified as products tend to encompass
different types of immovable assets like that of land and building properties and moveable
assets like that of stocks and shares. Herein, marketers tend to plan, construct and thereby
sell properties based on the market demands .
3.8. Organizations
The organizations or the institutions are also needed to be marketed to the target customers.
The marketing objectives are effectively establishing the brand’s image in the minds of the
different prospects for assisting enhancement of sales volume and business revenues. The
main objective associated with this activity is to focus on not only creating but also in
sustaining the brand image of the organization in the minds of the prospective customers .
3.9. Information
Information is associated with the production, packaging and also the dissemination of
information among the target audiences. Various types of media like the print media,
electronic media, audio-visual media and also other types of sources can be extensively used
for distribution of the information amongst the target audiences.

3.10. Ideas
Novel ideas are generated for being marketed to the target audiences by a team of
advertisers and other visual and digital artists. The ideas are developed based on the
incorporation of different types of broadcasting, print, digital and social media platforms .
 4 Porter’s Five Forces Analysis

The Porter’s Five Forces Analysis acts as an effective model for analysing the micro
environment of a business. It contributes in analysing the level of industry competitiveness
associated to a given industry. Porter’s Five Forces Model was introduced by Michael Porter
during 1979 such that it tends to analyse the level of industry competitiveness based on five
different parameters. The five different parameters of Porter’s Five Forces Model are outlined as
under:

4.1 Bargaining Power of Customers

The prospective customers tend to bear the potential of influencing the price and quality
structure of the product/service offerings made by the firm to its customers. The
customers tend to demand products/services for lower price offerings while at the same
time bargain for higher product quality. From the viewpoint of the firms, the generation
of reduced price offerings and retention of effective quality associated to
products/services rendered tends to affect its revenue margins . The bargaining potential
of customers gains strength owing to the following factors:

 The purchaser tends to procure goods/services in considerably larger quantities during a

specific period thereby influencing the producer of such merchandises or services. The
purchasers tend to exert needed bargaining power in terms of controlling considerable
number of access points that reach the final customer.

 Bargaining powers of consumers tend to both exist and get enhanced at times when the
numbers of procurers tend to be limited in nature.

 Further, bargaining power of customers are also enhanced in cases where the switching
costs of customers to other suppliers of goods/services tend to be low.

 Again, the existence of large number of substitutes in the market also happens to
enhance the bargaining potential of customers .

4.2. Bargaining Power of Suppliers

Increase in the level of bargaining power of the supplier groups enhances their potential
in selling materials that are both high priced and also of reduced quality to the
consumers. The growth in the level of bargaining potential of suppliers tends to
significantly affect the revenue potential and profit margins of the buying firms regards to
 carrying out of B2B transactions. The supplier groups tend to reflect increased bargaining
potential regards to the following circumstances:

 Bargaining power of suppliers tends to largely increase in cases where the total number
of suppliers’ existent in the market is quite less compared to the total numbers of buyers.

 Similarly, the bargaining power of suppliers also tends to potentially increase in cases
where large numbers of suppliers exist and also where the focus on forwardly integrating.

 Again bargaining potential of the suppliers increases where they have access to
potential and scarce resources and also fewer substitutes of potential raw materials.

 Finally, the suppliers tend to reflect increased bargaining power where the switching
costs of buyers regarding raw materials tend to be considerably high in nature .

4.3. Threat imposed by Existence of Potential Substitutes

The threat imposed by the existence of effective substitutes tends to be highly alarming in
cases where the buyers have easy access to large number of quality substitutes that are
sold for minimum prices. Again, the threat gained from existence of substitute products
also tends to increase for the firms owing to a corresponding reduction in switching costs
faced by buyers. The buyers face reduced switching costs when they can easily switch
over from one product or service brand to another .

4.4. Threat generated by New Entrants

The level or degree of competition associated to a specific industry tends to increase

owing to the growth of entry of new companies emerging from national or international
regions. This parameter effectively focuses on evaluating the degree of easiness faced by
the external firms for invading a particular industry. Industry based rivalry tends to get
intensified in cases where an industry is evaluated to be highly profitable in nature and
also which has reduced barriers for entry of new firms. The intensification of rivalry
within a specific industry owing to the entry of large number of firms happens to curb
down the market share, revenue and profit margins of the existing players . The threat
imposed by new entrants tends to considerably rise in the following cases:

 The requirement of reduced amount of capital resources for entering a new market
rightly encourages new firms for gaining entry into potential markets and industries.
  The failure of the existing companies in effectively retaliating for countering the entry
of the new firms also happens to increase the threat.

 In cases, where the existing firms are bereft of intellectual property resources and also
lack brand reputation the same enhances the potential of the new market entrants.

 Further, lack of effective regulations regarding monitoring and curbing down the entry
of foreign firms to the existent market also increases the threat level.

 Threat imposed by the entry of new firms tends to get enhanced owing to the reduction
of switching costs of customers regards to switching over from one industry to another.
The same also reflects the existence of reduced amount of customer loyalty in the
industry.

 Likewise, the threat generated by the entrants also tends to get enhanced in situations
where the economies of scale can be rightly achieved by the existing firms .

4.5. Rivalry among Existing Firms

The evaluation of the rivalry among the existing players within a specific industry
potentially helps in determining the level of competition within a specific industry and
also the profitability potential of the same. A competitive industry is effectively featured
by an innate characteristic of firms aggressively competing with each other for gaining on
in market shares which in turn affect the profitability level of the firms . The rivalry
among the competing firms tends to get enhanced owing to a number of factors outlined
as follows:

 The existence of large numbers of competitors associated to a specific industry tends to

enhance the degree of consumer rivalry.

 The prevalence of potential exit barriers associated with a specific industry or region
happens to enhance the degree of rivalry within the industry.

 Further, the degree of rivalry among the different competitors tends to considerably
increase in case where the level of differentiation for the products is quite low. The
existence of low levels of differentiation for the manufactured products happens to
enhance the chances of customers of substituting one product for another.

 The existence of same sizes of competitors also happens to increase the degree of
rivalry within a specific industry.
  Finally, reduced levels of customer loyalty within a specific industry are also viewed to
enhance the rivalry among the constituent firms. The existence of larger number of
substitutes for products/services happens to encourage the customers to switch from one
brand to another reduces the level of customer loyalty .

The Porter’s Five Forces Framework discussed above is reflected as follows:

5. Product Mix

Product Mix is also known in terms of Product Assortment. It essentially encompasses

the total number of different product lines that a company renders to customers. The
product mix of a firm essentially tends to bear the following attributes:

5.1. Width

Width is associated to the different types of product lines the company focuses on
offering to its customers. Thus, if a firm bears five different product lines, then the
product mix of the firm is identified to have a width of five.

5.2. Length
 Length of the Product Mix is associated with determining the total numbers of different
items falling under it. Thus, if total number of items in each of the 5 different product
lines, as identified in the example above, amount to be 4, the total length of the product
mix amounts to 20 (Pillai, 2010).

5.3. Depth

The Depth of a particular product mix is associated with the total number of different
variations for each of the different products. Thus, for a FMCG product that has three
different sizes and two different flavours for a particular product line, the product depth
amount to be six (6) for the same.

5.4. Consistency

Consistency of the Product Mix ideally determines the interrelationship between the different
items of the product lines. The interrelatedness is identified associated to functional categories
like production, distribution and use of the product (Pillai, 2010).

6. Product Level Hierarchy of Theodore Levitt

Theodore Levitt reflects that a product marketer plans the product offering associated to
five different product levels. The five different product levels, each contributes in adding
value to the customer offerings. Again, the five different product levels taken holistically
contribute in the generation of Customer Value Hierarchy. The five different product
levels are identified as under:

6.1. The Core Benefit/Product

The Core Benefit is associated to the most basic level of the product offering made by the
marketer. The core benefit reflects the most basic benefit that is purchased by the
customer. A customer in a hospitality organisation purchases benefits like cost effective
rooms, convenient reservations, quality food, effective amenities regarding touring and
entertainment (Pillai, 2010).

6.2. Basic/Generic Product

 The Basic or Generic Products essentially focuses on identifying such products that
ideally contribute in accomplishing the above stated product benefits. The presence of
quality rooms, food and bar arrangements, quality beds, touring vehicles and likewise are
featured to be the core products that contribute in generating needed benefits (Pillai,
2010).

6.3. Expected Product

The Expected Product is identified to be a product that a consumer tends to expect while
focusing on procuring a specific product/market offering made by a firm. The expected
product is featured by a marketer in terms of incorporating a list of different attributes
and conditions associated with the same. Consumers in the hospitality industry reflect the
expected product to bear certain attributes like clean room, quality bed linen, faster room
and dining services, courteous staffs, clean toilets and likewise (Pillai, 2010).

6.4. Augmented Product

Augmented Products are identified to be products that tend to surpass the expectation of
the buyers. The inclusion of additional products like remote controlled televisions along
hotel rooms, prompt check-in and check-outs, availability of Wi-Fi, scented rooms and
other atmospherics all contribute to the formation of augmented products. The
incorporation of augmented products helps in differentiating the product of one firm from
another operating within the same sector and addressing the needs of like customers
(Pillai, 2010).

6.5. Potential Product

The Potential Product focuses on encompassing the different types of product

augmentations and also likely transformations that a product is taken to undergo in a
subsequent fashion. The generation of potential products is carried out by business
institutions for providing needed customer satisfaction and also in distinguishing their
market offerings in the larger market (Pillai, 2010). Again, potential products are also
developed by the product marketers for differentiating and distinguishing their market
offerings to the target audiences. Potential products are also rendered by the firms for
enhancing the level of customer delights gained based on the use of basic products (Pillai,
2010).
 7 Product Line Strategies

7.1. Line Stretching Strategies

The Line Stretching Strategy is undertaken by business institutions regards to lengthening

or stretching product line beyond its existing range. The line stretching strategy is mainly
employed by firms for producing products that would match the needs of novel market
segments. Further, the employment of the above strategy contributes in categorising the
products into effective price slots. Product stretching is enabled based on the addition of
new variants in the form of new models, sizes, colours and other such attributes. The
Toyota Car is stretched along different types of models and also brand names like Camry,
Corolla, Yaris, Mirai amongst others

7.2. Line Filling Strategies

Line Filling is identified as an effective strategy that reflect the adding up of products for
filling up of gaps within the existing product lines. Line filling is considered to be an
effective process for augmenting the product mix through the addition of greater numbers
of products with the existing product range.

Nestle Foods Nigeria Plc contributed in the generation of flanker products like variants of
the Maggi brand for protecting the concerned brand. The different flanker products issued
by Nestle Foods are Maggi Chicken, Maggi Beef, Maggi Pepper Soup among others

7.3. Line Pruning

Line Pruning is also identified as Line Reduction. The company management, in terms of
facing continual changes regards to market conditions, is featured in introducing
considerable number of variants along the existing product line.

The product manager is thus required to effectively discern the products that are failing to
generate needed performance.
Packaging performs five basic functions:

1) Protection

2) Containment

3) Information

4) Utility of use

5) Promotion

Functions Of Labeling:

1. Labeling identifies the product.

2. Labeling grades the product.

3. Labeling describes the product.

4. Labeling promotes the product.

5. Labeling protects the customers.

The Case of Paper Boat

Hector Beverages Private Limited came into emergence during 2009. The Paper Boat Brand

was conceptualized and rendered by Hector Beverages as a reminiscence of the childhood

days when children used to design paper boats for making them flow along rain water. The

flavour of the drinks essentially caters to the childhood days. It essentially highlights the
different

drinks that mothers used to make for their children when they used to return home after having

stayed outside for long under the scorching sun. The drinks generated by Hector Beverages

under the Paper Boat brand effectively encompassed both non-carbonated and other energy

drinks with different types of flavours like “jamun” and “aam panna”
The innovations carried out by Hector Beverages associated to the generation of creative and

effective product packages and in rendering consumer desired drinks ideally contribute in

enhancing the pace of growth for the brand by about 200 percent.

Consumer Segments

The total consumer market is aptly divided into different types of consumer segments in
terms of evaluating the fashion in which the products or services offered in by the
organisation ideally contribute in meeting the needs of specific consumer segments.

1) Mass Market

The organisations catering for the needs of the mass market focus on generating products
that would help in serving the needs of the general consumers.

2) Niche Market

The niche market is constituted by customers reflecting specific needs and wants and also
in which the customers reflect a specific trait or attribute.

3) Segmented Market

The business institutions that work based on the segmented approach focus on further
segmenting the consumer segments into different types based on demographic,
psychographic and other behavioural parameters.

4) Multi-Sided Market

The multi-sided market accounts to be a customer segment that aims in serving such type
of customers that bear effective relationship with each other.

Stages of New Product Process:

  Identification of the market structures

 Evaluation of the sales potential

 Screening of the product concept

 Development of Advertisements

 Formulation and Testing of Products

 Testing of the product

 Commercialisation and Final Launching of the Product

Process of Consumer Adoption

Adoption

Trial

Evaluation

Interest

Awareness

Competition and Pricing

Competition is identified to be a critical element regarding carrying out of pricing

decisions. The prices of the competitors here act as effective reference points either in an
explicit or implicit format.

 Competitor’s Cost

Pricing decisions are failed to be carried out by marketing managers without carrying out
an estimate of the different cost positions held by different types of competitor firms

 Historical Cost

The analysis of the pricing behaviour of competitors in a historical fashion helps in

gaining of meaningful insights about the reaction of customers to changes in price
structures.
Pricing Objectives:

Penetration Pricing

Penetration Pricing is mainly undertaken for generating huge amount of sales for specific
product categories along a target market. Further, the undertaking of penetration pricing
rightly contributes in establishing effective market demand for new and unknown
products along existing markets

Investment Pricing

Investment pricing is mainly used in cases when the product is observed to signify a
monopoly or a near about monopoly position in the target market.

Pricing for Stability

Price stability is associated with the stable price levels pertaining to an economy. The
stability in the price levels is generated in terms of evading the longer periods of
inflationary and deflationary climate.

Skimming Pricing

Price Skimming is considered to be an effective pricing strategy The customers that are
interested in purchasing the high value products tend to understand and evaluate the value
and benefits concerning the procuring of such premium merchandises.

Competitive Pricing

In terms of using Competitive Pricing, a business institution evaluates the costs and
revenue associated to the product as secondary compared to the prices of their competitor
firms.

Pricing Strategies along the Product Life Cycle

A product’s life cycle is its progress from when it is created to when it is discontinued.

1 Development
 The initial stage of a product’s life cycle, development, is when the product is first
introduced to the market. Typically, sales are slow during this stage because consumers
are unfamiliar with the new product.

2 Growth

During the growth stage of the life cycle of a product, there is high demand for the
product and a lot of sales. Though this is a really great stage for the product, there are
some drawbacks

3 Maturity

In the maturity stage, there isn’t as much sales growth. When the product is mature, most
of your target customers already have the product, so there is not as much demand.

4 Decline

The final stage in a product’s life cycle is decline. There is less demand for the product,
and businesses must decide if they want to discontinue the product or keep producing and
selling it.

Service Output Levels of the Marketing Channels

 Lot Size

Lot size indicates on the total numbers of units the channel permits the customer to
procure during a specific period.

 Waiting and Delivery Period

Waiting and Delivery Period reflect on the average period that is required of the
consumers of the marketing channel to wait for receiving the merchandises.

 Spatial Convenience

Spatial Convenience reflects on the extent of facilitation generated by the marketing

channels to the customers for receiving the merchandise.

 Product Variety
 Product Variety is associated to the varieties of merchandises that are rendered by the
marketing channels.

 Service Backup

Service Backup is associated to the different types of add-on services like credit,
delivery, installation and also repairs that are provided by the channel.

Functions of the Distribution Channels

 Sorting

The middlemen focus on procuring of different types of merchandises that can be categorised

based on their features, size and also quality parameters

 Accumulation

The middlemen involved in the trade channels essentially focus on accumulating a stock of

different types of products such that it contributes in sustaining the flow of merchandises from

the suppliers to the final consumers.

 Allocation

The middlemen involved in the process are also concerned in breaking the stock of

merchandises along different small and also convenient packs

 Assorting

The middlemen also focus in both procuring and also in delivering the goods to the final

consumers based on generating different combinations that are desired by the consumers

 Promotion

Middlemen focus on promoting sales based on the application of personal selling tactics and

also word-of-mouth marketing strategy.

 Risk Taking
The middlemen involved in the flow or trading of merchandises also take the ownership of such.

Evaluation of the different types of Alternative Channels

Economic Criteria

The Economic Criterion is used for evaluating the sales revenues and costs associated to the

different types of channel alternatives.

Control Criteria

Control Criteria is best exercised associated to control issues regarding channel alternatives. It

can thus be used for comparing the sales force of the firm with the sales agency as a chosen

alternative.

Adaptive Criteria

The Adaptive Criteria is used for evaluating both the long-term commitment and also the

flexibility parameters of the different types of alternative channels

Advertising Programs

The same are known as the “5Ms of Advertising” that encompasses factors like Mission,
Money, Message, Media and finally Measurement.

Mission

The objective of the advertisement program is decided based on the determination of the
target market and the positioning gained based on the implementation of the firm’s
marketing strategy.

Money
 The advertising budget is essentially determined based on the product life cycle, the
evaluation of the existing customers, market share of the firm, competition, procurement
frequency and also the offer’s sub-suitability.

Message

The development of message concerning the advertisement and also the positioning of
the ad is observed to be both creative and analytical in nature.

Media

Media types tend to vary based on various aspects like the percentage of the target
customers that are exposed to the media sources.

Measurement

The final level is associated with the evaluation of the outcomes. It focuses on
understanding the manner in which the results of the advertising programs need to be
evaluated.

About Nike Inc.

Nike Inc.’s “Swoosh” is identified to be the most recognised logo along the global
landscape. It has currently developed as a potential sport and fitness company that serves
in designing, developing, marketing and also regards to selling of diverse merchandises.
The merchandises traded by Nike encompass products like footwear, sports equipment,
sports apparel, accessories and other types of services.

Nike works along diverse markets spread along regions like North America; Wester,
Eastern and also Central Europe; Greater China and Japan and also along other emerging
economies.

Product Management at Nike

The production managers at Nike focus on designing products, rendering quality

innovation and incorporating new types of technologies such that the products
manufactured will help the athletes in performing better.
 Working onterms of product innovation, the production and research team at Nike has
contributed in the development of “Nike Free”.

Product Testing was carried out based on the involvement of a sampling population involving
people like athletes, runners and also sports journalists.

The Product Testing was carried out on a six-month period where around 110 different
runners happened to use the shoe. The Nike Free Shoes were used by the trial
participants, encompassing 30 male and 27 female participants, for over a 30-minute
duration, 4 times for over a week’s time. Likewise, a control group, encompassing
around 30 men and 23 women was also framed that carried out the 30-minute based
running activity for 4 times on a weekly basis.

Competitor Analysis of Nike

Nike’s management reflected that the industry associated with athletic footwear, apparel
and also concerning sports equipment accounts to be potentially competitive from the
global standpoint. Companies like Adidas, Puma, V.F. Corp, Under Armour, Li Ning
among others were observed to directly compete with Nike.

Customer Analysis of Nike Inc.

Nike is keenly focusing on to expand in the women’s apparel sector through the
generation of products like sports bras and also tights. The women customers were found
to be akin regarding the purchasing of leggings with the intent of wearing them to places
like gyms and errands.

Nike also targets the kid customers that have an affinity towards different types of
sporting events. Nike sponsors its athletic and sports products for young athletes based on
collaborating with local clubs, leagues and also federations.

Nike also focuses on attracting the third category of customers that are identified as
Runners. The apparel and the footwear products are focused on being developed and
innovated for meeting the advanced needs of the runners. A new type of running shoe,
LunarTempo, is designed by Nike for suiting the needs of the distance runners.

Environment Analysis of Nike

The environment analysis of Nike is carried out based on the application of PESTLE Analysis.
The PESTLE Analysis specifically aims in evaluating the business environment of an institution
along six different facets like political, economic, social, technological, legal and environmental
aspects.

Brand Meaning

A brand essentially reflects six different levels of meanings. The same is reflected below in
regards to the Cadbury Brand.

 Attributes : Cadbury reflects certain essential attributes like taste of sweetness brought
about in one’s life, sense of vivacity and an energy product that helps customers enjoy
chocolate recipes mixed with fruit and milk ingredients.

 Benefits : The product or service brand needs to portray a range of different types of
benefits that are either of emotional or functional nature.

“Energy and Milk” features of the Cadbury chocolates essentially relate to the emotion of the
consumers. The consumers tend to exclaim that Cadbury Chocolates potentially contribute in
making them feel energised and are incomparable to other energy products.

 Values : Each of the different brands intends to speak about the values generated by the
producers. Regards to Cadbury, the brand speaks about certain elements like the level of
sweetness, of love, happiness and memories to be cherished and other aspects that render
joy to the consumers.

 Culture : Each of the different brands showcases a specific culture associated to a

region or community. Cadbury India is observed to effectively represent the cultural
ethos of the Indian sub-continent and also the tradition of exchanging both gifts and
sweets during the festival seasons.

 Personality : Each of the different brands portray an effective personality. The

Cadbury Brand thereby tends to reflect different types of personalities in terms of
rendering a happy and luck door-to-door delivery boy and other beautiful things like that
of a rose bouquet.

 User : Regards to the case of Cadbury Chocolate, it is expected that people belonging to
the age group ranging from 5 to 75 years happen to be fetish with the chocolates.
Constituents of Brand Equity

1. Brand Awareness

Consumers are required to earn familiarity to a specific brand even before the value
creation of the same.

2. Brand Loyalty

The consumer on purchase of a certain brand needs to be ideally satisfied with the quality
and performance of the same. The level of satisfaction earned by the customers regards to
the product brand is needed to be potentially high such that the same enhances their
degree of loyalty to the same.

3. Brand Associations

The degree of brand association tends to affect the brand either in a positive or negative
fashion. The association of consumers are developed with a particular brand on the basis
of existence of logos, symbols, different commercials and current news and information
linked to the brand.

4. Perceived Quality

The customer bears an effective level of perception regards to different brands. The brand
is thereby expected to ideally satisfy or meet the parameters of the perceived quality that
the consumer associates with a specific brand.

Brand Positioning Strategies of Mercedes-Benz :-

Overview of Mercedes-Benz –

Mercedes-Benz AG earns responsibility for carrying out the global business associated
with the development and marketing of both Mercedes-Benz Cars and Vans. The
 company carries out its operations based on a network of around 173,000 employees on a
worldwide basis. Mercedes-Benz AG other than focusing on the production and sales of
cars and vans under its banner also contributes in bringing about innovations regards to
automated driving solutions and other alternative driving mediums. An estimate
generated during 2019 reflects that the company earned the potential in selling around 2.4
million passenger cars and around 438,000 vans.

Brand Positional Strategies of Mercedes-Benz -

The brand positional strategies of Mercedes-Benz are evaluated based on analysing the
positional strategies undertaken by the brand associated to both the US and European
Markets.

Brand Positional Strategies of Mercedes-Benz regards to US Markets -

Different attributes confer different meanings for both Mercedes-Benz and Mercedes-
AMG units. The words like “stubborn” reflects the aspect of invincibility, “difficult”
reflects the worth of the brand while the word, “can’t” highlights the challenge countered
by the brand.

Regards to Mercedes-AMG, the different phrases that are used for portraying different
meanings are like, “first” for signifying the meaning of forever; “curious” stands for
incapable while the word, “fearless” is associated to fuel.

Brand Positional Strategies of Mercedes-Benz regards to European Markets

Regarding the European markets, Mercedes-Benz focused on the designing of its brand
campaign, ‘Just Like You’ for effectively promoting the Mercedes A-Class. The
campaign was designed by the Ad Artist, Antoni Berlin. It mainly focused on presenting
to the customers the unique features of the car along with the vehicle’s ability to reach
people dwelling in the digital era. The car, in terms of reaching customers, focused on
analysing the preferences, characteristics and needs of the customers

 The Case of Apple Inc. & Puma

About Apple Inc.

 Apple Inc. works as an American technology firm that was founded by Steve Jobs, Steve
Wozniak and another partner, Ronald Wayne during 1976.

Apple focused on the development of consumer electronic products encompassing

mobile gadgets, music players, wearables and also notebooks. Encompass MacBook,
iPhones, iPads, iPods and also Apple Watch and Television. The services generated by
Apple encompass the generation of Operating System iOS for mobile platforms, iCloud
for online storageand also operating systems for television and watch.

Apple’s Brand Equity

Apple Inc. accounts to be an example of positive brand equity. Apple reflects an

international community of vibrant brand loyalists. The users of products manufactured
by the technology firm are observed to carry out discussion regarding the same along
different types of online platforms like forums and social networking sites.

About Puma

Puma SE as a company mainly focuses on carrying out both the development and sales of
products meant for sports and also sports lifestyle. The products encompass merchandises
associated to three different categories like footwear, apparel and also sports
accessories. Puma was established by Rudolf Dassler during 1st October 1948.

During 2018, Puma earned sales of around 4.6 Billion Euro. The total number of
employees working in Puma is account to be 14,700.

Meaning Description

Attributes A particular brand tends to usher to the consumer’s mind different

types of attributes or characteristics.

Benefits The different sets of attributes are translated into diverse functional
and also emotional benefits.

Values The brand tends to speak about the different values of the product.

Culture The brand effectively represents a specific culture. It is highlighted

as a particular culture icon.

Personality The brand may tend to reflect a particular personality.

User The brand potentially recommends the types of customers that tend
 to purchase or employ the specific product.

Attributes of the Puma Brand

The attributes of Puma Brand essentially associate with the key features of the sportswear
and footwear produced by the company. The same are reflected as follows:

1.Adequate Level of Support

The shoes developed by Puma are evaluated to generate adequate support to the athletes
that tend to run over rough terrains and hilly areas and also for longer hours.

2. Provides needed Comfort

Shoes produced by Puma contribute in generating adequate levels of comfort for people
carrying out walking, running and also standing for longer hours. The comfort provided
by Puma shoes contribute in keeping the feet of the wearer cool and dry in nature.

3. Breathability of Puma Brand

The Puma shoes reflect essential features associated to both ventilation and also moisture
management that in turn enhance the quality of the footwear. The models of the Puma
shoes are developed based on the use of breathable fabric that assist in the flow of air.
This makes the footwear breathable in nature.

4. Durability of the Puma Brand

Durability is considered to be another significant factor that helps in differentiating the

Puma brand from other existing footwear brands. The sturdy materials used regards to the
development of the Puma shoes in turn help them to stay longer. One can safely use the
Puma shoes for reaching an effective milestone of 500 to 600 miles.

Positioning Strategies :

Regards to Brand Positioning, the current position of Puma is measured and evaluated against its
competitor brands based on certain set parameters like ‘price and sports’ and ‘lifestyle’. In terms
of price the brands compared to Puma are evaluated to be whether inexpensive or expensive in
nature.
In the sports category the brands like Reebok, Nike and Adidas are observed to be the potential
competitors of the Puma brand. Puma however is observed to be sportier compared to Adidas
while Nike in comparison to Puma is observed to reflect a greater sporting identity. New Balance
another brand shares a like sporting identity with that of Nike. Compared to the given brands,
Reebok occupies the highest position regards to the sporting identity.

Concept of Brand Positioning

Brand Positioning as the mode through which the company designs its product offerings and also
its brand image, in a distinctive fashion, for occupying an effective place in the minds of target
consumers.

Brand positioning is thus identified to be an effective strategy of rightly positioning the product
or services brands in the minds of prospective consumers

 Value Propositions

The value proposition is the promise made by the companies or brands to the customers regards
to post-purchasing experiences. The incorporation of quality value positions in turn help in
making the product turn attractive and appealing to prospective consumers.

1. Specificity - In terms of specificity, the value propositions, associated with the product
brands, focus on understanding and in evaluating the different benefits that the target
customers would tend to receive from the brand.

2. Focus on addressing Consumer’s pains - The value proposition of the product

brands rightly focus on understanding the fashion in which the product offering helps in
addressing the needs and afflictions faced by the consumers

3. Exclusiveness of the Value Proposition - value proposition is considered to be

such that helps in distinctively highlighting the factors that enhance the level of
competitive advantage of the brand over its competitors.

Differences between POPs and PODs

Points-of-Parity (POPS) Points-of-Difference

(PODs)

Mercedes-Benz Rendering quality customer Enhanced superiority of the

 service vehicle amongst
competitors

Sony Rendering quality customer Enhanced superiority of the

service vehicle amongst

competitors

Harley-Davidson Enhanced Product Highly compelling imagery

Performance of

both user and usage

Calvin Klein Enhanced Product Highly compelling imagery

Performance of

both user and usage

For occupying effective niches in the minds of the consumers, the brands are required to be both
similar in a mutual fashion while are needed to act different from each of their diverse
competitors.

 The brand positioning statement rendered by Pepsi for carving a distinctive place
in the market for carbonated drinks is, ‘The Choice of a New Generation’.

 Likewise, the brand positioning statement of Maybelline is, ‘Maybe she’s born
with it. Maybe it’s Maybelline.’

 Mercedes also rendered its brand positioning statement as, ‘First in Class’

Decisions associated to Brand Repositioning

1) Repositioning of the Brand Repositioning of the brand is carried out in terms

of sustaining the elements of the market mix while repositioning the same in the
minds of the consumers. Nothing new is carried out regards to the product and the
existing tactics associated to pricing and distribution.

2) Alteration in the Channel and Distribution Strategy Another mode for

re-launching the brand is to focus on altering the channel and also the distribution
 strategy. The workings of the distribution channels earn lack of effectiveness owing
to the choice of inept outlets or also owing to the existence of the right type of trade
margins and quality marketing strategy.

3) Revamping the Marketing Mix Another effective way for re-launching a

brand is in terms of revamping the entire marketing mix.

4) Brand Rejuvenation Brand Rejuvenation is associated with the practice of

adding newer values and attributes to the existing product such that the same
contributes in increasing the visual appeal of the product.

5) Brand Acquisition The same reflects an effective way of both developing and
managing the external and acquired brands. The case of Pepsi can be analysed in this
regard to reflect on the manner it enhanced its market presence based on acquiring
Duke. Pepsi thus focused on acquiring two potential Duke Brands like Duke’s Soda
and also Mangola.

Brand Extensions - Brand Extension is associated with adding an additional brand name to a
novel item in an existing product line. It is also held to be a revised version of the existing
product concept. The consumer goods companies are observed to largely carry out brand
extensions. Retail stores focus on extending their brands to other external outlets. Brand
extensions are carried out based on the application of a single, group or also a company brand
name.

Significance and Problems associated with Brand Extensions

1. Significance - Brand Extensions are pursued in that the same helps in capitalising on
the level of brand awareness and also contributes in enhancing the level of brand equity.
carrying out of brand extensions also help in creating opportunities for new market
demands. The generation of large numbers of brand extensions rightly help in carving
competitive advantage for the firm.
 2. Problems –

 Carrying out of brand extensions tend to tarnish the initial brand image. The same
affects the level of satisfaction of the buyers regards to the new brands.

 Over extension of the brand happens to make the brand suffer from a loss of
position in the minds of the consumers.

 Brand dilution tends to occur when consumers fail in associating the brand with a
particular product or with similar type of product.

Brand Personality

The five different types of brand personalities were generated by Jennifer Aaker during
1997. She pioneered in the development of conceptual structures regards to the
personality of brands especially associated to the US Market. In terms of brand
personality, Aaker reflected on the different sets of human character traits that are mostly
associated with the brand. Aaker’s research on brand personality also highlighted on the
five different types of dimensions like sincerity, excitement, competence levels,
distinction or the level of sophistication involved and finally ruggedness. The total of the
five different factors associated to brand personality were in turn constituted by several
sub-sets of factors that totalled to 15. The five different factors along with the diverse
sub-sets are generated as follows:

1. Sincerity

The sub-factors under sincerity are: Down-to-Earth: Family-oriented, Small Town, Blue-
collar and Conventional. Honest: Sincere, Ethical, Real, Caring and Thoughtful.
Wholesome: Old-fashioned, Ageless, Original and also Classic. Some examples of
brands reflecting the above aspects are like Kodak and Campbell’s Soup .

2. Excitement

The sub-factors under excitement are: Daring: Trendy, Exciting, Off-beat, Flashy and
also Provocative Spirited: Cool, Young, Adventurous, Lively and also Outgoing
Imaginative: Surprising, Humorous, Artistic, Fun and also Unique. Up-to-Date:
Contemporary, Innovative, Aggressive and Independent Some examples of brands
reflecting the above personality aspects are like Porsche and Benetton. New Trends in
Brand Management
3. Competence

The different sub-factors that constitute competence are: Reliable: Hard-working,

Efficient, Secure, Careful and Trustworthy Intelligent: Serious, Technical and Corporate
Successful: Leading capabilities, Confident and also Influential. Some examples of
brands reflecting the above type of characteristics are like IBM, ABN AMRO and the
American Express .

4. Distinction

Regards, to distinction the different sub-factors are: Upper Class: Good-looking,

Sophisticated and also Upper Class. Charming: Smooth, Attractive and Gentle Different
types of luxury brands like Mercedes, Revlon and also Lexus tend to encompass the
above features.

5. Ruggedness

For ruggedness the different sub-brands are listed as follows: Outdoorsy: Western, Athletic and
also active by Nature Tough: Rough and Strong Different types of brands like Marlboro, Nike
and Levi’s fall in this category .

Different types of Brand Extensions :

1. Range Extensions

Range Extensions are allowed regards to the introduction of a new flavour or a novel
format for an already existing brand. The launching of the Guinness Draught in can
formats is an example of range extension.

2. Line Extensions

Line Extension is observed as the generation of new type of product or service that
contributes in the development of a subcategory that falls within the brand category of
 the parent brand. The launch of the Hovis White Bread is observed to be an example of a
Line Extension.

3. Brand Extension

The carrying out of brand extension contributes in taking the main brand to a totally
different category. The launch of Kellogg’s Fruit Winders is observed as an effective
example of brand extension.

4. Product Form Extension

In cases where an existing product is extended to generate products belonging to an

entirely different product category, the same is regarded to be a brand extension from the
viewpoint or perspective of the consumers.

5.Companion Product

The generation of companion products acts as a leverage regards to development of

complimentary products. The consumer tends to view the two different products in a joint
fashion and thereby generates scope for encouraging brand extensions.

6.Customer Franchisee

Regards to customer franchisee, a marketer may focus on extending the product range for
meeting the needs of diverse customer groups.

7.Company Expertise
 The practice of brand extension in the form of Company Expertise is essentially followed
by the Japanese firms. Brand Extensions are generated in terms of introduction of new
products to the product categories based on the application of a common name.

8.Distinctive Tastes and Ingredients

Brand Equity is developed based on generating an effective combination of taste,

ingredient and/or components. Nescafe Coffee to Milk Supplements to Bottled Coffee
Products is an example of brand extension on the stated grounds.