Term V: Product and Brand Management

Harley's Corner: Positioning Dilemma

Name Roll No

Anusha Singh MBA20154

Dheeraj Kumar MBA20165

Anunay Jallan MBA20153

Bagle Rahulkumar MBA20160

Rajendrabhai

Nandini Varshney MBA20112

Dahidule Nikhil MBA20163

Vijaykumar

Anchal Saini MBA20087

Andra Rohit MBA20151

Aditya Pandey MBA20004

Sunil Sethi MBAA20037

Shubham MBAA20046
a. Provide detailed synopsis of the case
b. Provide the case dilemma
Answer:
For years, Chandiok had worked hard to build on Harley’s Corner’s image, promoting its USP as
wet food for dogs made from natural, preservative-free ingredients, and available in innovative
packaging. In this way, he differentiated Harley’s Corner’s offering from that of its competitors
in the dog food market, especially the market leaders who were popular for their dry kibbles. To
craft this image, Chandiok used positioning elements such as product, price, place, and
promotion. However, everything was not well at Harley’s Corner. Chandiok’s major concern was
Harley’s Corner’s declining revenue and net profit from 2014 to 2015. He knew that to
immediately address the issue of the change in customers’ preference toward Harley’s Corner
before things worsened, he needed to identify where he had gone wrong in his positioning and to
craft a suitable positioning. For this task, he hired a marketing research team. The marketing
research team needed to immediately decide on the market research technique to use, based on
the data collected and the objective of the study. They also needed to start analyzing the survey
data to help Chandiok decide about Harley’s Corner’s future positioning.

c. Explain positioning and its relevance for Harley’s Corner.

● The goal for Harley's Corner is to be a premium wet dog food with natural ingredients
and a long shelf life.
● Chandiok wanted to establish Harley's Corner as the go-to brand for all pet lovers
because he is a pet lover and an expert on pet food and nutrition.
● Because the competition utilised preservatives to extend shelf life, HC wanted to
emphasise their product's lack of preservatives and market themselves as a safe product
for pets.
● Every pet owner adores their pet, and food is how they meet their pet's nutritional
requirements. The company's main goal was to position Harley's corner in such a way
that it became an essential element of every pet owner's diet.

d. What is the competitive market scenario for the pet food industry in India? Why does
India have growth in the pet food industry?
e. Compare and discuss the various positioning strategies being adopted by Harley’s
Corner compared with other players operating in India.

The various positioning strategies being adopted by Harley’s Corner compared with other players
operating in India are as follows -

The positioning strategies being adopted by Harley’s Corner are shown in the following
exhibit where the different parameters are shown

The following analysis is obtained from analysing the sheet

We can see that Packaging, Promotion 2, Product 6, 5, 4, 3, 2, 1 and Price were significant
parameters to be considered for the study and also have some major effect on the overall study of
the case.

The following analysis can be interpreted from the data sheet -

● The promotion strategies being applied by the company for all the promotional activities
such as the social media platforms, offline platforms is successful for the brand.
● Packaging sector has been good for the brand since its USP helping the product to build
their brand in the market and various sectors.

The other strategies being applied by the brand are serving different products having
● The difference in the offering of the product.
● Serves more to the mass market by focusing on products with higher shelf life and
popular varieties.
● Having the health conscious market has been a niche segment, since it holds a promise of
growth in future.

f. Applying multiple regression analysis, discuss how can Chandiok position Harley’s
Corner and solve his decision dilemma? (Refer to the excel attached for the analysis)