Assignment 1

1. Brands are Built over Years, Why Are They Managed over Quarters?

Brands typically take years to build, relying on consistent effort and long-term strategies. However,
companies often manage them based on quarterly results, focusing on short-term gains. This
approach, driven by immediate performance metrics like price reductions and promotions, can be
misleading. Temporary sales boosts may not reflect true consumer demand, leading to a skewed
understanding of market behavior. Over time, frequent discounts harm brand profitability, as stock
moves at reduced prices, ultimately shrinking overall earnings. Additionally, such strategies risk
diminishing brand value by prioritizing pricing over important attributes like quality and longevity.
These short-term tactics turn what could be a differentiated product into a commodity.
Furthermore, while the immediate effects of promotions are easily measured, the long-lasting
benefits of brand-building activities, such as advertising, are much harder to quantify. This makes it
challenging to gauge the true impact of long-term strategies, even though they can significantly
influence consumer behavior long after the ads have run.

Assignment 2
2. HIH Market, HI Growth?
The "Health, Immunity, and Hygiene" (HIH) market is predicted to see significant growth in
the coming years. This shift in consumer behavior is largely driven by an increased awareness
of hygiene and pollution concerns. A notable example of this behavioral change is the rising
frequency of soap usage. Additionally, the market for fruit and vegetable washes has expanded,
with brands like AMA Herbals introducing specific products such as 'VegSure' and 'FruitSure'
to meet this demand. The use of disinfectant sprays, both in homes and workplaces, is also
expected to grow as people become more conscious of maintaining hygiene. The hand sanitizer
market saw a surge in 2020, with more brands entering the segment, reflecting a shift toward
what can be described as "Any Time Hygiene" (ATH), similar to the concept of
ATMs for banking.

Chikki Store Data - Chembur, Mumbai

1. Anand Sweets
o Address: Chembur East
o Chikki Varieties: Peanut, Til, Dry Fruit
o Price (per 100g): ₹40
o Popular Product: Peanut Chikki
2. Aaswad Sweet Mart
o Address: Chembur West
o Chikki Varieties: Peanut, Sesame, Coconut
o Price (per 100g): ₹45
 o Popular Product: Til Chikki
3. Bikaner Sweets
o Address: Chembur Colony
o Chikki Varieties: Dry Fruit, Peanut, Almond
o Price (per 100g): ₹60
o Popular Product: Dry Fruit Chikki
4. Chikki House
o Address: Chembur East
o Chikki Varieties: Til, Coconut, Cashew
o Price (per 100g): ₹55
o Popular Product: Coconut Chikki
5. Mithas Sweets
o Address: Deonar
o Chikki Varieties: Sesame, Peanut, Jaggery
o Price (per 100g): ₹50
o Popular Product: Jaggery Chikki
6. Guru Kripa Sweets
o Address: Diamond Garden
o Chikki Varieties: Cashew, Almond, Pistachio
o Price (per 100g): ₹75
o Popular Product: Cashew Chikki
7. Jain Mithai Bhandar
o Address: Chembur Station Road
o Chikki Varieties: Peanut, Sesame, Dry Fruit
o Price (per 100g): ₹40
o Popular Product: Peanut Chikki
8. New Mumbai Sweets
o Address: Tilak Nagar
o Chikki Varieties: Coconut, Dry Fruit, Jaggery
o Price (per 100g): ₹50
o Popular Product: Jaggery Chikki
9. Rameshwar Sweets
o Address: Chembur Camp
o Chikki Varieties: Almond, Cashew, Sesame
o Price (per 100g): ₹70
o Popular Product: Almond Chikki
10. Shiv Sweets
o Address: Sindhi Colony
o Chikki Varieties: Peanut, Sesame, Jaggery
o Price (per 100g): ₹40
o Popular Product: Til Chikki
11. Shri Krishna Sweets
o Address: Vashi Naka
o Chikki Varieties: Cashew, Almond, Dry Fruit
o Price (per 100g): ₹65
o Popular Product: Almond Chikki
12. Swagat Sweets
o Address: Ghatla Village
o Chikki Varieties: Peanut, Til, Coconut
o Price (per 100g): ₹45
o Popular Product: Til Chikki
13. Sweet Corner
o Address: Amar Mahal
o Chikki Varieties: Sesame, Peanut, Coconut
o Price (per 100g): ₹50
o Popular Product: Peanut Chikki
14. Tasty Chikki Mart
o Address: RBK School Road
o Chikki Varieties: Peanut, Dry Fruit, Jaggery
o Price (per 100g): ₹55
o Popular Product: Dry Fruit Chikki
15. Vinayak Sweets
o Address: RC Marg, Chembur
o Chikki Varieties: Almond, Cashew, Til
o Price (per 100g): ₹60
o Popular Product: Cashew Chikki
16. Royal Sweets
o Address: BPCL Colony
o Chikki Varieties: Sesame, Coconut, Dry Fruit
o Price (per 100g): ₹55
o Popular Product: Sesame Chikki
17. Utsav Sweet Mart
o Address: Pestom Sagar
o Chikki Varieties: Peanut, Sesame, Jaggery
o Price (per 100g): ₹45
o Popular Product: Jaggery Chikki
18. Yummy Sweets
o Address: Govandi Road
o Chikki Varieties: Dry Fruit, Peanut, Almond
o Price (per 100g): ₹60
o Popular Product: Peanut Chikki
19. Lovely Chikki Bhandar
o Address: Sion Trombay Road
o Chikki Varieties: Coconut, Almond, Til
o Price (per 100g): ₹50
o Popular Product: Coconut Chikki
20. Grand Mithai
o Address: Eastern Express Highway
o Chikki Varieties: Sesame, Peanut, Cashew
o Price (per 100g): ₹65
o Popular Product: Cashew Chikki
21. Shree Chikki Corner
o Address: Chembur Gaon
o Chikki Varieties: Almond, Sesame, Peanut
o Price (per 100g): ₹55
o Popular Product: Almond Chikki
22. Madhuram Sweets
o Address: Mahul Road
o Chikki Varieties: Til, Coconut, Dry Fruit
o Price (per 100g): ₹50
o Popular Product: Til Chikki
23. Delights Sweets
 o Address: Acharya Nagar
o Chikki Varieties: Peanut, Cashew, Almond
o Price (per 100g): ₹70
o Popular Product: Cashew Chikki
24. Parshwanath Chikki
o Address: RCF Colony
o Chikki Varieties: Dry Fruit, Til, Coconut
o Price (per 100g): ₹55
o Popular Product: Dry Fruit Chikki
25. Royal Delight
o Address: Chembur Naka
o Chikki Varieties: Almond, Cashew, Peanut
o Price (per 100g): ₹65
o Popular Product: Almond Chikki

Assignment 4

4. Lifebuoy Ads

Advertisements focus heavily on promoting hygiene and preventing diseases. The central message of
their ads is simple: wash your hands before eating and after using the restroom to stay healthy.
Lifebuoy often uses memorable slogans and jingles that resonate with the audience over time, making
the hygiene message stick. Additionally, the use of celebrities and health professionals helps the brand
gain trust and further encourages consumers to follow proper hygiene practices. Their advertisements
are usually straightforward and emotionally engaging, frequently portraying how handwashing can
benefit loved ones, making it relatable and impactful. Lifebuoy also tailors its campaigns to reach
different audiences by offering ads in regional languages.

Savlon Ads

on the other hand, positions itself as a unique solution to various hygiene problems through its ads.
Savlon emphasizes real-life scenarios to connect with its audience emotionally, using storytelling to
demonstrate the importance of hygiene. The ads often include clear demonstrations of how the
products work, creating a practical appeal. Savlon’s call-to-action approach encourages immediate
product use. Like Lifebuoy, Savlon also leverages celebrities and health professionals to endorse their
products, strengthening the trust factor. Their inclusivity in terms of language and culture helps them
reach a broader audience while emphasizing the brand's reliability in protecting against germs

Assignment 5

Analyse any 3 brands in a category as per the 9 Brand Shaastras?

1. Mahindra & Mahindra

NEED: Mahindra has successfully recognized the demand for rugged, reliable, and affordable
vehicles, especially in India's urban and rural markets. Models like the Mahindra Thar and
Bolero address the need for safety and durability.
SEED: Mahindra invests in seeding innovative ideas, particularly in the electric vehicle (EV)
segment, with the launch of the Mahindra eVerito, showcasing their response to the growing
demand for clean energy.
HEED: Mahindra listens to customer feedback and market trends by introducing advanced
infotainment systems and safety features across its vehicle range, improving the user
experience.
DEED: The company's commitment to corporate social responsibility (CSR) is evident through
its focus on sustainability and eco-friendly business practices, as shown by their electric
vehicle initiatives.
FEED: Mahindra continually feeds consumer interest by releasing updated versions of popular
models like the XUV700, keeping their portfolio fresh and engaging.
SPEED: Mahindra moves swiftly to respond to market trends, especially in the electric vehicle
space, by introducing new models like the XUV400 EV.
CREED: Mahindra’s core values revolve around reliability, innovation, and affordability,
building trust among consumers who value long-term performance.
BREED: Mahindra fosters brand loyalty through excellent after-sales service and a widespread
dealer network, ensuring customers have a positive ownership experience.
EXCEED: Mahindra consistently surpasses expectations by introducing innovative technologies
in both safety and design, as seen in their cutting-edge SUV models.

2. Hyundai

NEED: Hyundai has keenly identified the need for stylish, efficient, and technologically
advanced vehicles in the compact car and SUV segments, with models like the Hyundai
Creta and i20 catering to diverse consumer preferences.
SEED: Hyundai seeds innovation through its advancements in electric and hybrid vehicles,
with models like the Kona Electric and Ioniq, reflecting its commitment to sustainable
mobility.
HEED: The company pays close attention to customer demands, introducing new features
like sunroofs and connected car technology to popular models such as the Venue and
Verna.
DEED: Hyundai's deeds are seen in its continuous efforts toward sustainability and safety,
with a focus on eco-friendly manufacturing and promoting low-emission vehicles.
FEED: Hyundai regularly feeds the market with fresh releases and updates, like the new
generation of the Tucson, ensuring it remains relevant and competitive.
SPEED: The brand is quick to introduce cutting-edge technology and new models in
response to evolving market trends, particularly in the compact SUV segment.
CREED: Hyundai's core promise lies in offering reliable, feature-packed cars at competitive
prices, making it a favorite among middle-class buyers.
BREED: Hyundai builds long-term customer loyalty by providing affordable maintenance,
extensive service networks, and consistent engagement through promotional offers and
updates.
EXCEED: Hyundai continually exceeds expectations by blending style, affordability, and
innovation, as demonstrated by its success with the Creta and Venue models.

3. Kia

NEED: Kia has effectively addressed the need for modern, sleek, and feature-rich vehicles,
particularly targeting young professionals with models like the Kia Seltos and Sonet.
SEED: The brand has seeded innovation by introducing state-of-the-art technology in its
vehicles, such as UVO connectivity and autonomous safety features.
HEED: Kia heeds consumer preferences by offering premium features like Bose sound
systems and ventilated seats in mid-range models, making luxury accessible.
DEED: The company shows its dedication to sustainability by focusing on fuel-efficient
engines and plans for electric vehicle production in the near future.
FEED: Kia feeds consumer excitement with regular launches, such as the recent facelift of
the Seltos, and by introducing limited edition models that keep the brand dynamic.
SPEED: Kia quickly adapts to changes in consumer behavior and market demand, evident
from their rapid expansion in the compact SUV category.
CREED: Kia’s brand essence is built on delivering a combination of style, advanced
technology, and value, resonating with the new generation of car buyers.
BREED: The company builds customer loyalty through impressive after-sales support,
competitive pricing, and extended warranty programs.
EXCEED: Kia continues to exceed customer expectations by incorporating high-end
features at affordable prices, particularly in the popular Seltos and Carnival models.