Branding - Session 2
Mr.Rajiv Badlani


10-7-07

Our session on Branding today raised a lot of questions in our minds.
Who are we? What are our qualities? What are we creating? Who are our competitors? Who is our consumer?

We started by enlisting our individual qualities by which we would like to be associated ‘as’ in public.
Since we are a group of 4 individuals, the list was big and varied.
Our next step was to list out 5 qualities which would reflect ‘us’ as a group, out of all 4 lists. The most agreeable and common ones which reflect our group the best are –

Sensitive
Responsible
Dynamic
Confidant
Adventurous

Now it was time to hold certain ‘assumptions’ as the answer to the various questions mentioned above.

We assume that we are going to create UNISEX intimate apparel.
We assume our primary international competitor in the Indian market to be the brand JOCKEY.
We assume WHY Jockey should be assumed as the competing brand, as it is by far the most popular unisex brand in intimate wear.
We assume WHY we as Brand-X would be able to fill this gap and sell alongside Jockey, as we will determine our strength, nurture it, and do better to be able to sell better and more.
We assume our Target Consumer to be Male and Female falling under the Youth Category i.e. aged between 18years to 27years.

These Assumptions have brought clarity to the process we should follow, in trying to develop a feasible and creative concept in Lingerie and Intimate wear segment of the market.

The 5 Qualities mentioned above define our Group.
How?

1. Sensitive – We reflect sensitivity through our product, making it Comfortable.
Comfort can be achieved by using appropriate fabric, technology, construction
Process and accessorization.Our sensitivity is reflected in our product
Which in turn reflects our sensitivity towards our consumer?

2. Responsible – This quality is reflected in the company’s policies such as that of Quality Control, Replacement facility, Value for money and Availability of the product and the creators at any given situation. We are responsible for what we make and what our consumers get.


3. Dynamic – Our designing backgrounds make us a creative set of people who would definitely indulge in Innovation in terms of style, design and technology as well as advertising. Our dynamism would directly be visible in our products and the means of producing it.


4. Confidant – This quality can be defined based on 3 segments.
The Company; the confidence of competing as an international brand in the Indian market alongside already existent established brands.
The Product; the confidence in the quality, design, style and form of the product.
The Consumer; the confidence given to the consumer through the product which would cater to aspects of the fit, look, feel, comfort and value for money and satisfaction.


5. Adventurous – The risk taking quality defines being adventurous. Our designs, style and various categories in intimate wear would be an adventurous buy.


The Qualities mentioned above define ‘US’ and Our Product. This is how we want to be known in the market.

Some Qualities which we would Not like our consumers to define us with are –
Insensitive, Irresponsible, Monotonous, Ameture, Unapproachable and lastly…Students!


This summarises today’s session. Hope to add more to the discussion very soon.


Regards,

Shruti Bansal
Chitra Mahaver
Gautaman
Saravanan