MKT624 Assignment no 01 Spring 2013

Assignment 01
Brand Management
MKT624
Total Marks: 20
Due Date: 15th May, 2013

Making product a brand
(Let’s have original attempt)

Objectives:

1. Learning what is the core of brand and branding
2. Learning how products are made brands

Conceptual Note:


The age of generic products is almost over because in 21st century people prefer what they may rely on and what they may recognize distinct from others. There is a definite realization among the entrepreneurial class of the world that only those products can survive and grow which are transformed into brands. The basic test to check whether a product has become a brand is its ability to make a
difference. There are, beyond doubt, some certainways a product may be made a brand.

The Case:

Saleem was born in 1980 in a fertile village of Pakistani Punjab. As he grew he saw his family associated with the cultivation of different crops with special focus on pulses. His family has been associated with the profession for almost four generations. They normally sell their semi-finished products to the middleman who sells them to the nearby urban whole sale markets. From Urban markets the products, in their finished form, goes to the households of middle and upper class for the ultimate consumption.

His family is recognized in the area and considered financially sound. Saleem has had his higher education in agriculture and marketing management. Based on what he has learned at University, he is of the view that his family is working far below their real potential and needs to upgrade in the value chain of products. His learning has also made him to believe that real benefit of the whole trade goes to the one who is near to the downstream of the chain and owning the brand. He also believes in serving those who are not served by others despite forming the larger part of the society.


Saleem has decided not to be the part of the traditional business of his family rather he has decided to add value to it. His plan is to have a buying house with dual function of buying the crop of pulses from his family and selling it to the mega retail centers of the city after branding it. He aims for building the national brand of pulses the people can rely on in all terms.

Currently in this product category there is no national brand existing. Only few companies have started selling pulses in generic packing. The only brand type existing in this category is private brands, mostly backed by retailers. Observation clearly shows that this branding effort is not making any significant difference. The difference is only made by the quality of generic product in terms of size of grain and cleanliness. Experts see great margin for branding in the category at all levels.

Requirement:

Place yourself in the shoes of Saleem and advise him that how he can make the product a brand in the local and national market of Pakistan.

You need to present your suggestions in the form of a professionally crafted strategy for both local and
national market. (10)

You are also required to show the link between branding strategy for local and national market. (10)

Note for Bright Future:

Only original work of individual student will be awarded marks. You are suggested to avoid any form of plagiarism as it may disqualify fromgetting any marks. There is a great opportunity in this assignment as it can develop your skills for building brands. This skill can help you making a difference in the job or business market.