Brand Management

December 2022 Examination

Q1. Sakshi has started her new business of selling pickles in Mumbai. There is no name to the
brand as the same is sold in plastic jars available in the market. General customers remember
the brand as Sakshi Tai's (Sister) pickles. There is a continuous demand for the product, and
the total sales touched 40 lakhs in 2021. You get to know about this, and you want to offer
help to Sakshi in creating brand elements for the pickles. Explain and elaborate on various
types of Brand elements that you will suggest for the pickles. Also, explain the criteria for
choosing brand elements.

Ans 1.

Introduction:
Brand management is a broad term that refers to marketing strategies used to maintain,
enhance, and develop a strong awareness of the brand's and its product's considerable worth
and credibility over time. In order to foster and encourage a closer contact with the audience, it
offers essential brand management services. The brand's online reputation and associated
products are greatly enhanced with the help of the devoted building consumer.

They no longer need to work for another person, which is one of the basic motives for starting a
firm. The desire to help you has a seductive air about it. For some people, owning a business is
the ideal career. In Silicon Valley, 20-year-olds are already launching the next dark unicorn.
Frequently, a number of things come into play, and as another episode is being taken in, the
next astounding thought is being generated. It's attempting to launch a business. It necessitates
work, investment, and power. She is here to assist. She used Sakshi Tai's package for 22
workdays without doing any planning. That proves she made all of the reasonable projections
necessary to send off a business for the smallest amount in less than a month.

Concepts:

Making the Starter Pack for Your Image:

I go by Sakshi, and at Sakshi Tai's I work as a Brilliant Item Specialist. An Ace Product Topic
specialist is what? It costs four dollars to say "offers." Why is this salesperson telling you that
starting and maintaining a business is difficult? The idea behind my business was simple: On the
off chance that anyone can start a business and make, she needed to demonstrate how
Configuration Pickle might enhance their reputation before the idea was implemented. She
decided on the housekeeping industry. Typically, cleaning businesses focus on under ten
representatives and are run by solopreneurs. Instead than investing in their promotion and
marketing skills, these lone proprietors completely rely on their cleaning capabilities. If you
want to stand out in the current market, you must do something others can't. In order to
demonstrate that Strategy Pickle is the ideal partner when launching a business, she recorded
one of the most popular ways I build my image.

Logo:

The foundation of any company is its logo. If your logo seems like you spent an hour using
Word's Craftsmanship, people will think twice about doing business with you. Although not
everyone can plan, everyone can recognise a good plan when they see one, therefore you want
to leave a lasting impression. She searched for logos on Google that she thought would be
perfect for this firm. She found a few stock images after searching quickly, noted their URLs,
and included them to my Strategy Pickle Solicitation. She sent me five cycles of logos a few days
later. She completed my logo in the following few days, although some businesses may require
weeks or even months to do it. She chose one and moved on to the following stage of her cycle,
printing advertisements and marketing goods.

Marketing collateral:
 Every firm has to promote assurance. She started with the following after
looking at the supplies that would be required to get things moving:
• Business Cards
• Letterhead
• Envelopes
• Tri-overlap leaflets
• Entryway Holders

Digital Designs:

She used a same process for developing advertising promises while creating designs for
Facebook, Instagram, and LinkedIn's ancillary phases. Even commercials were created by her.
The Web has taken over the world. Every company needs a digital presence, including a website
and online entertainment networks. In today's industry, having a computerised process for
distributing proposals and collaborating with your group is essential.

Bonus assets:

Then she created a brand overview, t-shirt designs, and a car wrap. Any brand's framework is its
overview. It narrates the history of your picture, the permitted uses for the logo, the variations
associated with it, and the linguistic designs you chose to describe the asserted brand. She also
created my Plan Pickle account's image profile. She can provide an overview of the brand
design, tones, and business industry in the Brand Profile. This serves as my development
standard for all initiatives. She no longer needs to move those resources every time.

Pros pickle:

One component of Sakshi Tai's Pickle is the dedicated fashionist. No matter where you are on
the planet, they are an addition to your team. She gave her designer artistic freedom within the
boundaries she set. She gave the creator three special patterns to follow. One of the key plan
points where this inventiveness was sparked was business cards.
Conclusion:

The images were created by the fashion designer, and the one she chose served as the gauge
for all of the marking. Everything focuses on shared initiative for the strategy. Ask a noting
office how long it typically takes to send off a brand by giving them a call.

Q2. Sakshi is super impressed with your idea of Brand elements. You have also explained to
her that a sustained effort in branding will make the brand work. She wants to understand
various factors responsible for Brand Challenges. As a consultant, explain the same for the
pickles she sells.

Ans 2.

Introduction:
Let's say you work on developing a pickle brand. Sakshi is looking forward to promoting the
brand part of the pickles marketing firm, which will make it easier to repair and swiftly increase
visitors. Ten more noteworthy challenges to keep in mind while you work to make your photo
pickles. In that case, it would be beneficial for you to assess how you are handling each of the
following issues: Creating a digital technique: This field has become vibrant and sophisticated,
and it requires a different expectation. It is necessary to develop new skills, innovative passions,
and improved methods for collaborating with different other marketing strategies. adjustment
of the brand's highly developed advertising and marketing infrastructure as well as payment to
the optimum balance of the client, or, to put it another way, the emotions and activities that
captivate or excite them. Foster initiatives centred on the perfect harmony in which the brand
functions as a partner. She wants to advertise the pickle more safely and deliver the greatest
result as soon as possible. Below, the group is in charge.

Concepts:

Challenges Facing the Indian Pickle Industry:

Considering brands as assets:

Organizations will be tempted to focus on methodologies and measurables and disregard the
goal of developing pickle resources due to the ongoing demand to deliver immediate financial
outcomes combined with the media gap.

having an inspiring vision:

A brand's vision need to stand out, resonate with customers, and inspire staff members. It must
be believable to carry out, operate in a thriving business area, and eventually power brand-
building initiatives. Working desires are typically complex and adaptable to various
environments. In general, they pass valuable benefits and make use of ideas like brand
personality, arranged top attributes, and a higher cause.

Adding fresh categories:

The best method to grow in appealing, exceptional circumstances is to make "should have"
upgrades that specify new subcategories and establish boundaries to stop competitors from
becoming significant. Pickles is the winning brand because it requires a significant or innovative
development as well as an additional capability to handle the sight of a subcategory.

Creating ground-breaking brand building:

To revitalise the brand vision, remarkable concepts and actions must emerge from the
confusion. More important than the size of your financial strategy are these ideas and how they
are implemented. Excellent is insufficient. That means making sure you collect further ideas
from different sources with the elements focused on lighting and quickly distribute those ideas
for pickle sales to the broader public.

(IMC):

Considering the different techniques you need to browse, such as promotion, sponsorships,
advancement, mobile, and internet home entertainment, which is only the tip of the iceberg,
IMC is far more challenging and subtle than any other period in recent memory. Due to the
complexity of the media landscape and available possibilities, these strategies frequently
imitate rather than complement one another. Unique, and since country stores and things
reflect competition and detachment rather than cooperation and correspondence.

Developing your internal brand:

Without employees being aware of the vision and giving it some thought, it is difficult to
complete effective coordinated showcasing exchanges or advancement promotion. The
inspiration problem will be difficult for the brand vision that falls short on a higher level.

The availability of raw materials:

Due to delays in production caused by unrefined components with gardening produce, such as
young mangoes, a very small number of natural products are only seldom available.

Storage problems:

In order to store raw materials, warehousing and cold stacking require the proper foundation
offices, which come at a high cost.

High level of rivalry:

Since there is less room for speculation in this industry and it is successful, this encourages a
wide range of people to enter it. It is difficult for young players to evaluate strategies because
of nearby and global players.

Modern automation:

Expanding mechanical development brings to the market various new specialised tools that will
reduce the time and physical effort of people, but the cost of such technology and the space
required for establishment are significant, making it challenging for SMEs.

Personality type:
Customers are now much more aware of the trustworthy lifestyle, thus they gravitate toward
products with admirable motos. They maintain that pickle preference should be based on
ethnic and traditional factors as well as a diet-focused approach.

Conclusion:

Less customers buy the pickles that the company sells, which results in loss of power and
inspiration not to buy. Recognizing and responding to each calls for conveniently accessible top-
to-bottom information as well as a passion for addition and transformation. Brands require
particular goals and ambitions that support those goals. Marked differentiators and energizers
must be created and managed in order to create strong brands. A brand profile must promote
growth by enticing new customers, expanding the brand upward, or expanding the brand into
new territory. The idea is to use the brand in fresh contexts where brand two offers value and
improvements.

3. a. Sakshi's business has grown after your recommendation and suggestion. She has
planned to extend the market beyond pickles with the same name. She plans to launch
Papad, Chocolates, Pav Bhaji Masala, and Khakhra. Select the product categories that you will
suggest Sakshi for Brand Extension and explain various advantages of Brand Extension that
would suit Sakshi for the selected products.

Ans 3a.

Introduction:
It raises the brand recognition of pickles while lowering the likelihood that customers may risk
in a way that results in appropriation and preliminary raises. A well-designed brand name
increases consumers' enthusiasm for testing new items and their willingness to spend a short
amount of time on them. Significant costs like selling and advertising are reduced. Advertising
the main brand takes place in a variety of economic environments, and its growth reinforces
one another. The cost of developing new brands is reduced. Customers can search for options.
Bundling and performance recording both exist. The price of starting and continuing advertising
campaigns is reduced.

Concepts:

Benefits of the pickle linkage with the parent brand:

• The parent brand's reputation has been enhanced.

• The brand is revitalised.

• It enables the extension of the Pickles Brand value to be adhered to and made
clear.

• By adding new clients to the brand's established customer base, it increases

market inclusion.

• Customers associate the first/center brand with quality by introducing it to

new products.

• They can help the thing be immediately recognised.

• They can also strengthen Pickles' fundamental brand image.

• Clients' obvious bets may lose value as a result of brand developments.

• Because the company has established the brand name as well-known and
reliable, they can pique customers' interest and get them to consider other
products. This further encourages improved dissemination.

• Businesses spend substantially less money on extraordinary expenses, or they

use the money much more wisely. Companies are similarly pursuing
improvement by advancing the core brand. The centre brand will gain respect if
they are moving forward with the expansion.

• Businesses don't need to market a new brand and spend a lot of money on it
without planning.

• Customers now have access to a wider variety.

• Because different types of printing technology can produce comparable marks

and bundles, labelling and bundling are considerably more dependable for
Pickles.

• A reduction in the cost of the original and ongoing showcasing initiatives.

• The parent brand and the actual organisation benefit from criticism.

• The parent company gets a better image for the pickles.

• Brand innovations help rebuild the Pickles reputation.

• One brand enhancement plans additional future expansions.

Conclusion:

The improvements explain how the brand is dependent on the pickle company and how they
draw in new customers as the brand expands into the pickle sector. The relationship for the
new thing is the centre brand. The new product will be appropriately presuming the main brand
is also associated with good quality.

3. b. Select the unrelated product categories from the list and explain various disadvantages
of Brand Extension that would be applicable.

Ans 3b.

Introduction:
Expansion of a brand is a crucial component of brand development. Offering new products as
upgrades, like pickles, has been a common business strategy. It is frequently employed as 8 out
of pickles are offered as a brand expansion to be on the lookout for. Brand extension systems
have a wide range of benefits, including lowering advertising expenses when distributing new
products, boosting the uniqueness of facility brands, and lowering the risk for Sakshi Tai's.

Concepts:

The development of brand extensions is uncertain at the expense of opportunity. It is a terrible

risk for businesses or would be questioned in a few obvious circumstances. A brand expansion
may have unfavourable proportionate effects that increase or decrease the value of the parent
brand because growth can be extremely risky. Therefore, this expansion may not be successful,
and it may result in a perceived decline in deals and a share of the pie. By all accounts,
expanding brands in the modern commercial centre is challenging and necessitates careful
decision-making and management. In order to maximise benefits, it also expects businesses to
comprehend how consumers view brand extensions and respond to them.
It is regarded as one of the most well-known explanations for why brand extension is
frustrating. Stretched-out brands can give customers the impression that they are being
ignored, and this may cause customers to question the brand's competence and sincerity. The
worst outcome for an enhancement brand is when in addition to losing, the parent brand
suffers as a result.

Every single brand developed its persona, established affiliations, and introduced unique
concerns about those ingrained in the market by the Sakshi Tai's. Additionally, brand name
expansion is challenging for businesses since customers could forget about it when they see it
on the shelf or have uncertainty about its quality. Discussion of a new brand as a brand
extension typically involves important and maybe hidden costs; it necessitates that a new brand
be presented and rejuvenated in the most blatantly positive manner possible.

Conclusion:

As a result, this can lead to a decline in sales and the loss of a piece of the centre brand's pie.
Additionally, it's crucial to understand how harmful brand extensions could be for the parent
businesses. Sakshi Tai's should research, ascertain the predicted impact on brand evaluation,
and obtain an objective before broadening a brand image.