SPJIMR

Post Graduate Programme in Family Managed Business

Course Name: Brand Management

Assignment
Batch: FMB 29
Phase: 3 Contact: 1
Marks : 30

Crafting the brand position

Theme/ Topic

Guidelines/ Case Study “Kia Seltos”

References
Class Notes Brand Management
Class Notes Branding Basics
Objectives To equip participants to identify the need gap and create a perceptual map for a brand. Craft
the brand position and validate the same.

Concepts ● Value Curve to understand the gap through dual axis segmentation
covered
through the ● Perceptual map to map the gap
assignment ● Craft the brand position to tap the gap

● Test or validate the brand position through the RUB or DD models.

For your family business or for a business which you want to diversify into, craft the brand
Project
position and validate the same
Due Date 7 August 2022

Name of the Dr. Amit Rangnekar

Faculty
My business is a real estate consultancy firm. We provide real estate services in Delhi NCR. The firm
was established in 1979 under the leadership of Pradeep Maggon. Our core focus area includes 27
colonies of East Delhi. We deal in Residential , Commercial and Industrial Properties.

Value Curve to understand the gap through dual axis segmentation

Real Estate End User Investor Builder Renter (Tenant)

services
Price
Quality
Transparency
Delivery of
service

End Users: End users purchase a property with the intention of living in it. They prioritize high-
quality service and timely delivery, often willing to spend more than their budget to ensure a
satisfactory experience. These clients typically have a specific time frame in mind and require their
broker to deliver properties within that time frame.

Investors: Investors buy properties solely for the purpose of generating a healthy return on their
investment. As a result, the consultancy fees charged by brokers are of utmost importance to them.
They require attractive rates, given that their frequency of purchase is typically high. Transparency is
critical, as a broker's price manipulation can result in significant losses for the investor.

Builders: Builders purchase properties with the intention of reconstructing and selling them for a
profit. They prioritize the acquisition of the cheapest possible properties and focus on minimizing
costs to maximize profits.

Tenants: Tenants seek brokers' services to find a property to rent at the lowest possible rate while
maintaining high-quality standards. They typically use these services only occasionally.
Perceptual map to map the gap
Quality

Builder
Tenant End User

Price Delivery

Investor

Transparency

This perceptual map gives me an understanding of what my maximum customers need from
Pradeep Properties..
Craft the brand position to tap the gap

Crafting the Brand Position

Real Estate consultancy
Frame Work services
Target Segment Geographical Yamuna Vihar Demographic Age 28-70
Spending capacity
of Rs.1.10 cr and
Krishna Nagar Income above
Geeta Colony
Shahadara
Daryaganj

Consumer
Behaviour Customers who prefer Transparency
Experienced
consultants
Diverse Inventory,
Points of Parity Transparency (Claimed)
Points of Experience and
difference. Transparency (actual)
Transparency, Reliability,
Brand position Experience.

Test or validate the brand position through the RUB or DD models.

Relevant - Our customers find us relevant to deliver transparency, reliability and deliver as
experienced real estate brokers. We can substantiate this through our long list of customers
who would be ready to back this up.
Uniqueness - I can proudly say that the way we deliver our services is unique. My father’s
knack for setting a tasteful and good negotiation leaves many impressed. Furthermore, our
USPs are internal facing. Our systems and processes make our service delivery efficient and
accurate.
Believable - My father has been working in this field and in this specific market since 1979.
This lends us a credibility which isn’t matched by anyone. This has proven for us to even
acquire or service new customers easily since we have ready references which can be
checked by our new customers.