HiSight

….The best for your eye

2010
Name Roll no.
Arpit Mudgal 47
Swati Chandnani 49
Sandeep Thota 52
Archana Nair 65
Manoj Dhiman 74
Priyanka Merwana 107

1
ITM B-SCHOOL, KHARGHAR
Executive Summary

Any great brand has a great story behind it. The story of a great “Brand Management”.

This report is a part of a small yet extensive knowledge building exercise of “Brand
Management”.

This exercise has been done for the product “Eye wear”- lenses, frames and shades. The exercise
involves:-

1. Selecting a Brand Name & logo

2. Benefit Laddering for the product
3. Considerations for Positioning the Brand
4. Determining Brand Personality

The exercise gives an insight of the role of these major elements which contribute towards
building a brand.
Product Category

The product chosen for this exercise is Eye Wear including lenses, frames and shades.

Target Customer

Sec A & B
Age group – 17 to 25

Brand Name

The brand name was expected to appeal to the youth in terms of vision correction and also
making a style statement.

The various names considered for naming the brand:-

1. Hi-Sight
2. Vision
3. Netra
4. Drishti
5. Optik

A survey was conducted on a small sample of 20 respondents inorder to decide on an apt brand
name matching the company’s expectations out of the brand name:-

Hi- Vision Netra Drishti Optik

Sight
What thoughts come to your
mind on hearing this name?
What does the name mean
to you?
How would you pronounce
this name?
What do you particularly
like about the name?
What do you particularly
dislike about the name?
Which products would the
name suit?
Which products would the
name not suit?
Which name do you like the
most & Why?
Which name do you dislike
the most & Why?
Thoughts/ Feelings association

1. Hi-Sight :- Latest technology , great vision, high style

2. Vision:- eyesight clarity, honesty
3. Netra:- complete eye care, grounded
4. Drishti:- complete eye care, progressive
5. Optik:- opticians/ technologically advanced

Name- Products Correlation

1. Hi-Sight – eyewear with superior clarity

2. Vision-vision correction glasses
3. Netra- eye care hospital
4. Drishti – eye care hospital
5. Optik – Optical products

Research Reults:-

1. The name which best describes the product category- HiSight, Optik
2. The name with the highest correlation with the company’s product- HiSight
3. The most liked brand name- HiSight(65% of the total respondents)
4. The most disliked brand name – Optik ( 5% of the total respondents)

Thus the Brand Name  HiSight

Brand Logo 

Tag Line  HiSight …. The best for your eye

Benefit Laddering

Lenses, frames & shades

Latest technology , high quality

Clear vision High confidence

No sight trouble Better public appeal

Motivational Factors

Style
Eye sight correction
Product quality
Latest fashion

Respondents were asked to give their opinion on the scale of 1 to 5 about how the above factors
motivate/influence them towards their purchase of any lenses, frames and shades.

(1-strongly disagree and 5-strongly agree)

Analysis of the survey

Sample Size: 25

Factor 1 2 3 4 5 Total
Style 0 1 3 2 20 25
Eye sight 0 0 0 3 22 25
correction
Product 0 0 1 4 20 25
quality
Latest 6 3 1 5 10 25
Fashion

Factor Formulation

The motivational factors could be clubbed into two groups of factors as:-

1. Factor 1- Afforadability
2. Factor 2 – Style quotient and technology
Perceptual Mapping

Hisight optical were positioned as a brand which is affordable as well as has stylish features
along with latest technology that appeals to SEC A2 and SEC B1 individuals.
Positioning

User based and Technology based positioning

Guiding principles for positioning- Value & Uniqueness

Deliverability

Complete eye check up and solutions

Eye sight correction by providing power glasses and lenses
Collaboration with eye specialist
Variety of frames and cases
Sun glasses (with or without power)

Brand Personality

A small survey with 15 respondents was conducted to determine the suitable brand personality.
The respondents were asked to name one celebrity and an animal which bests suits the brand “Hi
Sight”. The following are the results:-

Celebrities

1. Akshay Kumar
2. Yuvraj Singh
3. Abhinav Bindra
4. Saina Nehwal

Animals/ Bird

1. Eagle
2. Cheetah

The celebrities mentioned are adventurous, successful, sporty etc.

Eagle is the best non human living being that can be associated with the brand as it has qualities
of acute vision, strength which goes well with the brand image.

User Imagery

1. Young, dynamic and adventurous

2. Aspire to be succesful in career
3. Conscious about self appearance