Brand Management Assignment

V/s

Submitted By Aditi Singhi MFM Sem II Roll No 1

Introduction
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India's leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics. Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million square feet of retail space in over 71 cities and towns and 65 rural locations across India. The group owns several leading formats including Pantaloons, Big Bazaar, Food Bazaar, Home Town, eZone and Central. Pantaloon Retail was awarded the International Retailer of the Year - 2007, by the US-based National Retail Federation, the largest retail trade association and the Emerging Market Retailer of the Year 2007 at the World Retail Congress in Barcelona.

Pantaloons
Pantaloons is among India's largest chains of fashion stores. Pantaloons Fresh Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy and hip collections that are in sync with the hopes and aspirations of discerning young and 'young-at-heart' consumers. Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. This 'fresh fashion' destination allows customers to shop for the latest in fashion apparel and accessories throughout the year in an attractive and visually stimulating ambience. Pantaloons Fresh Fashion stores have presence with stores not just in Metros but also in smaller towns. All stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.

4PS for Pantaloons

Product The basic products they keep include readymade garments for women, men, kids and fashion accessories. The brands are: Annabelle (formal wear), Akkriti (ethnic wear) and Bare (casual wear for children / men / women), UMM, Chalk, Honey.

Apart from stocking their own brands, Pantaloon Retail outlets also stock other readymade garment brands and fashion accessories Place The brand has stores not just in the metros, but also in other tier II cities. Pantaloons operates over 12 million square feet of retail space in over 71 cities and towns and 65 rural locations across India. Price Pantaloons basically has affordable price ranges for various segments Promotion Promotion is done in form of advertisements in newspapers, internet and other sources. It also includes loyalty programs for the customers.

Kapferers Brand Identity Prism For Pantaloons

Kapferer uses an identity prism to describe brand identity from a sender and a receivers perspective in 6 dimensions. The left side of the prism is intended to project outward and externalize the brand, its physique, relationship and reflection. The right dimensions transfer in, internalizing the brand. These include personality, culture and self image.

Externalization
1) Physique A brands physical quality, its physique, is made up of a combination of either salient objective features or emerging ones. Pantaloons showcases a credible and clear physique. 2) Relationship . The relationship binds together the brand and its customers. It is accessible. 3) Reflection A brand will always tend to build up a reflection or an image of the buyer or user, which it seems to be addressing. It is young and innovative in this case.

Internalization
4) Personality Creating a personality aims to describe the brand in such a way that it is possible to associate how the brand would be as a person. The personality here is Fresh, Youthful and Updated. 5) Culture The culture aspect includes both the culture that the physical product communicates and the messages carried in the media. Culture, here exhibits Newness and trendiness 6) Self Image This comprises of the consumers inner image of the brand. Here, it is focused, attractive and offering variety.

David Aaker Model 1) Brand as product y Product Scope Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. Product Attributes Fresh, Offering variety and youthful Quality/Value The quality of the product is quite appealing. There is a fresh approach, in terms of attitude and variety. Users Initially positioned as a family store, it finally veered towards becoming a fashion store with an emphasis on youth. Country of origin India

y y

2) Brand as Organization y y y y y y Organization attribute Unique and Contemporary Local V/s Global Local Value Proposition Functional Benefit : Variety Emotional Benefit : Focused Self Expressive Benefit : Fresh and Young

3) Brand as Person y y Personality : Youthful, Credible Brand Customer Relationship : Friendly and helpful

4) Brand as a Symbol y Logo: The logo is in green colour with an orange coloured bird. The bird mentions the corporate credo i.e. Rewrite rules, Retain values. The core value is Indianess.

y Slogan : Fresh Fashion Pantaloons reflects the ideology Fresh Feeling, Fresh Attitude, Fresh Fashion. Pantaloons takes its promise of 'fresh fashion' very seriously making available to its customers the latest in fashion every week.

Introduction
Launched in January 1998, Globus is part of the Rajan Raheja group. The company opened its first store at Indore in 1999, followed by the launch of its second store in Chennai (T-Nagar). Soon to follow was another store in Chennai located in Adyar. The flagship store in Mumbai opened on 1st November 2001 followed by a swanky new outlet in New Delhi in South Extension Part-2. Globus Stores Pvt. Ltd. was formed to contribute to the revolution sweeping the Indian retail industry. Globus promises to bring about a perceptible change in the way apparel and lifestyle retailing is carried out. Towards this end, they have brought in modern international technology and made heavy investments in investing and acquiring the best, tried and tested processes and procedures of operation. Globus is on a mission to revolutionize fashion and become an iconic youth fashion brand in India. They aim at creating a deep connection with the Indian youth with inspiring product designs, signature store experiences and compelling marketing.

Youth Fashion Brand

The spirit of the youth can be captured with three words - vibrant, maverick and expressive. Globus is exactly that. Their vibrant and maverick designs are not just creating fashion trends, but more importantly, helping their customers express themselves. The entire fashion range comprises of apparel for men, women, kids as well as accessories at amazing prices. The range spans across occasions: work wear, campus wear, club and lounge dressing; and genres: Western, Indian and mix-n-match. Well researched sizing ensures a good fit for the Indian silhouettes.

Globus Design Hub

The heart of their business lies in the creative workplace of their organization: Globus Design Hub. It has been launched in July'07 in Andheri, Mumbai and is in the nascent stages of becoming the leading design talent floor. It is the most well-equipped design studio in India in current times.

4Ps For Globus

Product The basic products they keep include readymade garments for women, men, kids and fashion accessories.

The brands for mens wear are from Flying machine, Spykar, Indian Terrain, Mufti, Proline. Kids wear is from Lilliput, Catmoss, and Ruff. Also, F21 is a brand with globus. Place Globus currently has 25 stores across 14 cities and towns in India. Price Globus offers trendy and fashionable garments at affordable price ranges. Promotion Globus promotes through newspapers, hoardings and fashion shows.

Kapferers Brand Identity Prism For Globus

Kapferer uses an identity prism to describe brand identity from a sender and a receivers perspective in 6 dimensions. The left side of the prism is intended to project outward and externalize the brand, its physique, relationship and reflection. The right dimensions transfer in, internalizing the brand. These include personality, culture and self image.

Externalization
1) Physique A brands physical quality, its physique, is made up of a combination of either salient objective features or emerging ones. Globus represents a popular and fashionable physique. 2) Relationship . The relationship binds together the brand and its customers. It is social and adaptive. 3) Reflection A brand will always tend to build up a reflection or an image of the buyer or user, which it seems to be addressing. It is chic, stylish and vibrant.

Internalization
4) Personality Creating a personality aims to describe the brand in such a way that it is possible to associate how the brand would be as a person. The personality here is trendy, youthful and in sync. 5) Culture The culture aspect includes both the culture that the physical product communicates and the messages carried in the media. Culture is cool and bold. 6) Self Image This comprises of the consumers inner image of the brand. Here, it is individualistic yet grounded.

David Aaker Model 5) Brand as product y Product Scope Globus offers a wide variety of fashion products, which has immense scope, as everyone wants to look good in every possible occasion. Product Attributes Trendy, chic and stylish Quality/Value The quality of the product is really good and affordable. The brand, basically, focuses on the youth. The youth of our country are very conscious about their appearance and looks. Therefore, this is the brand for the youth. Users Users are the young and the youth population Country of origin India

y y

y y

6) Brand as Organization y y y y y y Organization attribute Innovative and expressive Local V/s Global Local Value Proposition Functional Benefit : Excellent fit Emotional Benefit : Inspiring Self Expressive Benefit : Youthful and vibrant

7) Brand as Person y y Personality : Youthful, expressive and iconic Brand Customer Relationship : Friendly and helpful

8) Brand as a Symbol y Logo: Globus has a logo, which has globus written in a simple way, yet a stylish font and defines being trendy. It has a green background, which defines newness. Slogan : Fashion for the changing world The tagline emphasizes on the fact, that, the brand is for the evolving consumer.