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Objective:

To develop analytical skill in the students for crafting best suited Brand strategy.

Outcomes:

Students will become able to do following skills;

             Situation Analysis

             Selecting best suited strategy from alternatives

             Things to consider while taking Decision about branding

             Understand the importance of corporate level Strategy

             Better understanding of all branding strategies in course of MKT624

(Lesson 27 and 28)

Case:

Exile Ceramics Pvt Ltd is new in Pakistani ceramic market. CEO of the company Mr. Raza Rehmani has a vision to always come up with innovative products, because this product category comes under variety seeking consumer behavior. People are more inclined towards innovative products, rather to consider the routine and simple products. This innovation could be done in design and performance. To fulfill this need to market, he has hired well known ceramic designers, and research team. As the brand is new in the market and people are not aware of it, and Mr. Rehmani become confused in selecting the execution strategy for this launch. He does not know that how to craft strategy which suit his overall organizational goals and objective.

Requirement:

Consider yourself as a brand manager and suggest that which “Brand Strategy” is suitable and why? Give logical reason on the basis of following three key elements, while devising Branding Strategy;

1.            Product (Ceramics)

2.            Consumer behavior (Variety Seeking)

3.            Firm’s competitive position (well-known ceramic designers, and research team)


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Replies to This Discussion

As a Brand Manager I would prefer the Product Brand Strategy (PBS). Do you agree??? Please discuss your ideas.

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