Group 1 (Hum Paanch)

Two Brands, Raga and Tanishq have separately been targeting the Indian women in
the age group of 20-40 years old. They have been using lifestyle based appeals to
position themselves in the psyche of their target segment. But since LifestyleBased appeals seem to be reaching a state of saturation in the market, a need for a
new strategy has risen. Brand symbolism is the way forward. Since both these
brands have some sort of similar psyche in the mind of their target segment, the
brands want to come up with a strategy for brand constellation so that they can
enjoy the target segment of each other.

Analysis
USING EXHIBIT 1,2, WE CAN SAY THE FOLLOWING ABOUT THE 2 BRANDS

1.
2.
3.
4.
5.

Raga is better than Tanishq in terms of Quality and credibility.

The brand attachment is more with Tanishq as compared to Raga.
Raga is unable to give its target segment a feeling of status of prominence.
In terms of quality and durability both the brands are at par.
The product awareness of Raga in its segment is really poor.

INFERENCE FROM EXHIBIT 3 TELL THAT

1. Indian women of age 20-40 years old are highly present on the internet
world.The women are not much open to partying and hence the old traditions
somewhat stay here.
2. They do often go to malls etc for shopping which they take as an outing and
hence they dress up nicely and wear expensive things.
3. Being the center of attraction is a prominent need. Individualism factor needs to
be targeted. What separates you from the rest if you wear our brand?
4. A clean image on the internet is very necessary. Good ratings need to be
achieved on sites rating products.

Recommendations for Raga

1. Raga needs to come up with a positioning such that people feel prominent by
wearing the watch. The watch needs to appeal to the society that it gives a
feeling of richness to the person who is wearing it.
2. Taking a beautiful, young and successful actress (whom the girls/ women look
up to) as a brand ambassador and associating her with the brand could be really
beneficial.
3. Raga needs to reach out to its segment more. Since most of the target segment
is active on the internet hence use of social media marketing is must.
4. Focus should be on the women of today. Someone who goes to work daily and is
an independent women when at work but when she comes back home she goes
back to being the old traditional Indian women/wife. This will help to connect
with old-fashioned image of the women as well.