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MG301 Siddharth Choudhary 2K19/CE/119

The document discusses two Indian brands: Patanjali and Big Basket. It summarizes the key reasons for Patanjali's success as its association with Baba Ramdev, affordable prices compared to competitors, and appeal to Indian consumers. It then discusses Big Basket, an online grocery retailer in India, highlighting its reasonable prices, dependable quality, and celebrity endorsement with Shah Rukh Khan to promote trust and connect with consumers.

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Siddharth Chy
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57 views2 pages

MG301 Siddharth Choudhary 2K19/CE/119

The document discusses two Indian brands: Patanjali and Big Basket. It summarizes the key reasons for Patanjali's success as its association with Baba Ramdev, affordable prices compared to competitors, and appeal to Indian consumers. It then discusses Big Basket, an online grocery retailer in India, highlighting its reasonable prices, dependable quality, and celebrity endorsement with Shah Rukh Khan to promote trust and connect with consumers.

Uploaded by

Siddharth Chy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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MG301

Siddharth Choudhary
2K19/CE/119

SUMMARY: PATANJALI

CONSUMERS HAVE NOW REALIZED THE IMPORTANCE AND NEED TO ADAPT ANCIENT
LIFESTYLE. PATANJALI HAS EMERGED AS A MAJOR PLAYER IN THIS FIELD. WITH THE
ASSOCIATION OF BABA RAMDEV, A YOGA ECPERT, THE BRAND HAS BEEN RECOGNIZED AND IS
BEING TRUSTED BY ITS CONSUMERS. THE PRODUCT PRICES ARE ALSO LESS COMPARED TO ITS
COMPETIORS. ITS ASSOCIATION WITH BABA RAMDEV AND REASONABLE PRICING HAS MADE
THIS INDIAN BRAND EFFECTIVE.

THERE ARE THREE MAJOR REASONS FOR THE SUCCESS OF THIS INDIAN BRAND

• REFERENCE GROUP APPEAL-IT MEANS THE DEGREE TO WHICH A GROUP CREATES A


PERCEPTION IN THE MINDS OF CONSUMERS. THE HUGE REFERENCE GROUP IN THIS
CASE IS YOGA. THIS BRAND CAN ATTRACT MAJORLY PEOPLE ASSOCIATED TO YOGA OR
BABA RAMDEV.

• INTERNAL REFERENCE PRICES- ALONG WITH ITS ASSOCIATION THE PRICES FOR THEIR
PRODUCTS IS LESS COMPARED TO THEIR COMPETITORS. SO THIS CAN ATTRACT
CONSUMERS OVER OTHER BRANDS.

• CONSUMER ETHNOCENTERISM- ATTRACTING COSUMERS BY PROMOTING PRODUCTS


MANUFACTURED AND PRODUCED IN THEIR OWN COUNTRY.
SUMMARY: BIG BASKET

THE CONCEPT OF ONLINE SHOPPING HAS BECOME SO WIDESPREAD IN THE WEST AND INDIA
THAT YOU CAN EVEN PURCHASE FRUITS, VEGETABLES ALSO ONLINE. BIG INDUSTURIES LIKE
RELIENCE HAVE UNDERSTOOD HOW THIS CAN HELP THEM BOOM THEIR BUSINESS AND WHAT
POTENTIAL THIS HAS FOR TODAY AND THE FUTURE.

ONE SUCH COMPANY OPERATING IN INDIA IS BIG BASKET. THEY OFFER FRUITS AND
VEGETABLES TO CONSUMERS ONLINE. COMPARED TO THE POPULATION OF INDIA, THE NO OF
BUYERS IS NOT IN A LARGE PERCENTAGE BUT THIS OFEERS A HUGE POTENTIAL TO THE
MARKETERS.

BIG BASKET HAS STOOD UP FROM COMPETITION BY SHOWING LOYALTY TO ITS CUSTOMERS.
THEY CHARGE REASONABLE PRICES, DEPENDABLE QUALITY AND APPEALING VARIETY OF ITEMS
TO THE CONSUMERS.

TO ADVERTISE THEY PLAYED A TV COMMERICIAL FEATURING SHAH RUKH KHAN A FAMOUS


CELEBRITY.

IN THEIR AD THEY ALSO SHOWED A COMMAN MAN, A HOUSEWIFE WHO NEEDS QUALITY AND
TRUST FROM THE ONLINE SELLERS. THEY CAPUTRE THE FEELING OF BOTH OF HOW A COMMON
MAN CAN TRUST THEIR PRODUCT. BIG BASKET ALSO OFFERED A STAR TO ITS CUSTOMERS FOR
A FEE OF RUPEES 299 FOR 6 MONTHS THROUGH WHICH THEY GOT AVAIL MANY BENEFITS.
THEY CLAIM TO BE A GROCERY EXPERT FOR 2 REASONS, BECAUSE OF THEIR CREDITIBILITY
ESTABLISHED OVER TIME AND THE CELEBRITY AND COMMON MAN COMMERCIAL. THE USE OF
CELEBRITIES HAS BEEN USED FOR DECADES BY MANAGERS TO SEEK ATTENTION AND TRUST OF
THE CONSUMERS.

BY TARGETING THEIR AUDIENCE, MANAGERS CAN APPROACH SUITABLE CELEBRITIES TO


PROMOTE AND ADVERTISE THEIR BRAND. WITH THE STUDY OF CONSUMER PSYCHOLOGY
MANAGERS CAN CONNECT DEEPLY WITH THEIR CONSUMERS.

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