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Product and Brand Management Final Presentation: Submitted By: Group 1
Product and Brand Management Final Presentation: Submitted By: Group 1
Final Presentation
Submitted by:
Group 1
UM19078 Aditya Mishra
UM19081 Aiswarya Mohanty
UM19085 Akash Kumar
UM19090 Bipasha Pradhan
UM19093 Deeksha Mohapatra
UM19097 Glen Coutinho
Introduction & Insights Brand Marketing Brand Brand Brand Communication
Trends & Positioning Mix Identity Strategy Architecture Plan
Segmentation
Target Customers – Yoga centers, Tier 1 city Target Customers – Devotees, Housewives,
customers and e-commerce Tier 2/3 customers, etc.
Positioning – Pure freshness & Values you Positioning – Pocket friendly & Value for
can trust money
• ANT group can explore some of the trending fragrances in India in • OM Agarbatti is affordable at the price of Rs.20 for 20 sticks
addition to Flowers, Loban and Sandal • Around 80– 100 sticks can be bundled for Rs50-65
• Variants in flowers Jasmine, Rose, Lavender, Champa and Mogra are • There are two types of bundling strategy for the monthly package
the trending floral fragrances that ANT can explore • Various fragrances can be bundled to be sold as monthly
• Earthy scents such as Patchouli, musk, variants of Sandalwood package at Rs70-85
• OM Agarbatti can also be launched by the name of famous religious • 100 sticks of the same fragrance at Rs65
center in the area
• Kashi Vishwanath
• Sarnath
• Janmabhoomi
• Prayag
• Sangam
• Braj Bhoomi
• These list of variants are to be distributed across the religious
centers for the devotees and the Temples
Introduction & Insights Brand Marketing Brand Brand Brand Communication
Trends & Positioning Mix Identity Strategy Architecture Plan
Segmentation
Brand Architecture
ANT group came up with a Sub-branding strategy for launching The new premium brand Tatva can also be sub-branded under the parent
the brand “OM” which helped them to create a better market ANT brand. This strategy will help them to support their future expansion.
perception and acceptance.
Canopy in Malls : These KIOSKs can keep scented papers chips with the
new range of fragrances that “Tatva” is offering. People can choose the
fragrance that they want to buy
Integrated brand communication strategy for national media, can also
include celebrity TVCs – Moksha agarbatti with Hema Malini in the national
TVCs
Hand-made ranges sold through D2C: Ads on Facebook, Instagram handles