Introduction

The brand is increasingly becoming the key source of differentiation that guides customer
purchase choice. It is the focal point around which an organization defines how it will uniquely
deliver the value to the customer for a profit-effectively embodying the “Heart and Soul” of the
organization. The brand’s promise is delivered through its products, services, and consumer
communication- the total relationship and experience. If the brand is well conceived and
consistently delivered through all business processes and customer contacts, the organization
will grow prosper.

Not too long ago, marketers at consumer product companies seemed to be the only ones
interested in talking about Brand Management and Branding. But these days, all kinds of
organizations are recognizing the importance of branding.

Branding also becomes a critical issue for business that spun off from parent company and as
more and more companies merge or acquire one another. The brand identity of the new
combined enterprise becomes a critical decision. Organizations have discovered the Brand are
perhaps their most important assets for a number of reasons.

The Brand Equity creates a relationship and a strong bond which grows over time. It is often so
strong that it compensates for performance flaws: an out-of-stock situation, Poor customer
service, a product that falls apart, inconvenient store hours, a higher than average price, and so
on. In the end, you want to deliver good quality and good value, innovation, relevant
differentiation, Convenience and accessibility with your Brand. However, we must never forget
that ‘building brand equity is like building a close friendship’. It requires a consistent
relationship over time, Trust, and an emotional connection.

UNDERSTANDING THE LANGUAGE OF BRANDING

It is important to establish a common brand management vocabulary in your organization.
Establishing this common vocabulary will ensure that people can communicate with fewer
misunderstanding. There are different terms used to describe positioning the brand. Terms
ranged from ‘essence’ and ‘promise’ to ‘position’ and ‘unique value proposition.

Brand: The American Marketing Association describes a brand as ‘name, term, symbol or
design, or a combination of them intended to identify the goods and service of one seller or
group of sellers and to differentiate them from those of competition’.

Brand Essence: This is the heart and soul of a brand – a brand’s fundamental nature and
quality. Usually stated in two to three words, a brand’s essence is the one constant across
product categories and throughout the world.

Brand Promise: A brand promise is often stated as: Only [brand name] delivers [benefit] in
[product or service category]. Sometimes, with corporate brands, it is stated as: [Brand name] is
the (trusted/quality/innovative) leader in [benefit] in the [product or service category].

Brand Positioning: This is the way the brand is perceived within a given competitive set in the
consumer’s mind.

Brand Personality: This refers to adjectives that describe the brand (such as fun, kind, sexy,
safe, sincere, sophisticated, cheerful, old fashioned, reliable, progressive). How consumers
perceive a brand’s personality is often discovered through qualitative research, by asking
people to describe the brand as if it were a person or a animal.

Brand Association: This refers to anything a consumer associates with the brand in his/her
mind.

Brand Equity: This is the commercial value of all associations and expected (positive and
negative) that people have of an organization and its products and services due to all
experiences of, communications with, and perception of the brand over time.
Brand Image: This is the totality of perceptions resulting from all experience with and
knowledge of the brand. Brand image is how consumers perceive the brand.

Brand Identity: This refers to a combination of visual, auditory, and other sensory components
that create recognition, represent the brand promise, provide differentiation, create
communications synergy, and are proprietary.

Brand Architecture (or Brand Structure): It is how an organization organizes the various named
entities within its portfolio. In fact, brand/ sub – brands is the type of architecture most often
used.

Trade Dress: This describes the aesthetic elements that provide legal protection for a brand’s
identity.

Brand Portfolio: This is the mix of brands and sub-brands owned by an organization.

Corporate Brand: This is the brand bearing the company name. It is always the highest in a
brand hierarchy.

Master Brand: This is the dominant, highest level brand in a brand hierarchy. Corporate Brands
are master brands. Parent brand may or may not be master brands.

Parent Brand: This is the brand that is extended into more than one category. It may or may
not be the same as the corporate brand.

Sub – Brand: This is a new brand that is combined with a parent or corporate brand in the
brand identity system.

Endorsed Brand:This is the primary name the consumer is intended to use to refer to a product.
It is a brand that is endorsed by the parent or corporate brand in the brand identity system.
 Brand Extension: This refers to the introduction of an existing brand into a new product
category or market segment.

Profound consumer Through knowledge

Insight Of competitive set

Ongoing Consumer benefits

Market (By Segment)
Research

 Functional
 Emotional  Cost of Entry
 Experimental  Differentiating
 Self Expressive
Brand Design
Target Customer Organization’s core
Essence Competencies &
Promise Strategic intent
Personality
Positioning

Brand identity
Standards & Integrated Marketing
Organization Design Systems Product
Cust value chain Packaging
Culture Pricing
HR systems Distribution
Point of Purchase
Merchandising
Advertising
Promotion

Brand design manifested at each point of customer contact

Creating total brand Experience Marketing

Effectiveness
Monitoring
Delivering
 Awareness
 Accessibility
 Value
Brand Equity
Monitoring  Emotinal Connection
Resulting in
 Decreased price sensitivity
 Increased consumer loyalty
 Increased Market share
 Increased stock price & shareholder
value
Brand equity measurement
It is necessary to Measure the performance of Brand. ‘You can’t manage what you don’t
measure.’ This is true of Brand Equity as well. Any strong brand equity measurement systems
will accomplish the following objectives:

 Measure the brand’s equity across a variety of dimensions at different points in the
over time.
 Provide diagnostic information on the reasons for the changes in Brand Equity.
 Gauge and evaluate the Brand’s progress against goals.
 Provides direction on how to improve Brand Equity.
 Provide insight into the Brand’s positioning compared with the major competitors,
including its strengths, weakness, opportunities and threats.
 Provide direction on how to reposition the brand for maximum effect.

Specific brand equity measures

There are specific measures that help in managing a brand’s equity:
 Brand awareness
 Brand performance
 Brand usage
 Brand accessibility
 Brand value
 Brand relevant differentiation
 Brand emotional connection
 Brand loyalty
 Brand vitality
PANTALOONS
Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple
lines of businesses. The company owns and manages multiple retail formats that cater to a
wide cross-section of the Indian society and is able to capture almost the entire consumption
basket of the Indian consumer. Headquartered in Mumbai, the company operates through 5
million square feet of retail space, has over 331 stores across 40 cities in India and employs over
17,000 people. The company registered a turnover of Rs 2,019 crore for FY 2005-06.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain,
Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the
look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience and
hygiene. This was followed by Food Bazaar, food and grocery chain and launch Central, a first of
its kind seamless mall located in the heart of major Indian cities. Some of its other formats
include, Collection i (home improvement products), E-Zone (consumer electronics), Depot
(books, music, gifts and stationary), all (fashion apparel for plus-size individuals), Shoe Factory
(footwear) and Blue Sky (fashion accessories). It has recently launched its e-retailing venture,
futurebazaar.com.

The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries
Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint venture
companies with a number of partners including French retailer Etam group, Lee Cooper,
Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a group company
owns the franchisee of international brands like Marks & Spencer, Debenhams, Next and Guess
in India.

Our customers will not just get what they need, but also get them where, how and when they
need. We will not just post satisfactory results, we will write success stories.
We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends, we will set trends by marrying our understanding of the Indian
consumer to their needs of tomorrow.

Rewrite Rules. Retain Values.

Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the
most profitable manner.

Group Mission
1. We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to
economic development.
2. We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.
3. We shall infuse Indian brands with confidence and renewed ambition.
4. We shall be efficient, cost- conscious and committed to quality in whatever we do. We
shall ensure that our positive attitude, sincerity, humility and united determination shall
be the driving force to make us successful.

Core Values
 Indianness: confidence in ourselves.
 Leadership: to be a leader, both in thought and business.
 Respect & Humility: to respect every individual and be humble in our conduct.
 Introspection: leading to purposeful thinking.
 Openness: to be open and receptive to new ideas, knowledge and information.
  Valuing and Nurturing Relationships: to build long term relationships.
 Simplicity & Positivity: Simplicity and positivity in our thought, business and action.
 Adaptability: to be flexible and adaptable, to meet challenges.
 Flow: to respect and understand the universal laws of nature.

Pantaloons Fresh Fashion

Celebrate the Fresh Look, Fresh Feel & Fresh Attitude at Pantaloons Fresh Fashion!
Fashion is all about the now. Why, then should people not see a fresh look every time they walk
into a Pantaloons store? That is the thought behind 'Fresh Fashion'. An idea that has captured
the imagination of young India. With a focus on the youth of today,

Pantaloons offer trendy and hip fashion that defines the hopes and aspirations of this
demography.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is
followed internationally. The ‘look’ and ‘what’s in’ today for the season is sacrosanct.

Pantaloons take its promise of 'fresh fashion' very seriously making available to its customers
the latest in fashion every week!

All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude, Fresh Fashion.
The stores offer fresh collections and are visually stimulating thanks to appealing interiors and
attractive product display!

The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergone several
transitions. When it was first launched, this store mostly sold external brands. Gradually, it
started retailing a mix of external brands while at the same time introduced its own private
brands. Initially positioned as a family store, it finally veered towards becoming a fashion store
with an emphasis on 'youth' and clear focus on ‘fresh fashion’.
Today, the fashion store extends to almost all the major cities across the country. Pantaloons
have established its presence with stores not just in the metros, but also in smaller towns.

Pantaloons stores have a wide variety of categories like casual wear, ethnic wear, formalwear,
party wear and sportswear for Men, Women and Kids.

Pantaloons offer trendy and hip fashion that defines the hopes and aspirations of this
demography.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is
followed internationally. The ‘look’ and ‘what’s in’ today for the season is sacrosanct.

Pantaloons take its promise of 'fresh fashion' very seriously making available to its customers
the latest in fashion every week!

All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude, Fresh Fashion.
The stores offer fresh collections and are visually stimulating thanks to appealing interiors and
attractive product display!

The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergone several
transitions. When it was first launched, this store mostly sold external brands. Gradually, it
started retailing a mix of external brands while at the same time introduced its own private
brands. Initially positioned as a family store, it finally veered towards becoming a fashion store
with an emphasis on 'youth' and clear focus on ‘fresh fashion’.

Today, the fashion store extends to almost all the major cities across the country. Pantaloons
have established its presence with stores not just in the metros, but also in smaller towns.

Pantaloons stores have a wide variety of categories like casual wear, ethnic wear, formalwear,
party wear and sportswear for Men, Women and Kids.
Brands at Pantaloons
These are the few famous brands which are available at Pantaloons:

1. AKKRITI
2. BIBA
3. BLACK PANTHER
4. CONVERSE
5. GINI N JONY
6. GIOVANI
7. INDIAN TERRAIN
8. INDIGO NATION
9. JOCKEY
10. JOHN MILLER
11. LEE
12. LEE COOPER
13. LILLIPUT
14. MONTE CARLO
15. MOUSTACHE
16. PROVOGUE
17. RIG
18. SPYKAR
19. TOMMY HILFIGER
20. TRIUMPH
21. TUFF
22. TURTLE

 Brand consideration set

 Brand personality
GLOBUS
History:
Launched in January 1998, Globus is a part of the RajanRaheja group. The company opened its
first store in 1999 at Indore followed by the launch of its second store in Chennai (T-Nagar).
Soon to follow was another in Chennai located in Adyar. The flagship store in Mumbai was
opened on 1st November 2001 followed by a swanky new outlet in New Delhi in South
Extension Part-2.

The sixth & seventh stores are in Bangalore in Koramangala& Richmond Road respectively.
The Eighth store in Ghaziabad at Shipra Mall followed by the ninth, tenth and eleventh in
Kalaghoda, Mumbai, Thane and Ghaziabad, twelfth store at Kanpur and thirteenth store in
Ahmedabad & fourteenth store in Lucknow. As of May 2008, Globus has opened its 24th
Store in Nagpur and the journey continues...
Mission:
 Achieve customer delight by offering quality products and services through a process
of continuous innovation and adaptation.
 Build a dynamic team of committed and passionate employees through sustained
learning and grooming.
 Develop mutually beneficial relationships with our business partners.
 Employ cost-effective processes and thereby create a strong organization.

Infrastructures:
Globus Stores Pvt. Ltd. was formed to contribute in the revolution sweeping the retail industry.
Globus promises to bring about a perceptible change in the way apparel and lifestyle retailing
has been carried so far.
  Towards this end, modern international technology has been brought in and heavy
investments have been made in investing and acquiring the best, tried and tested
processes and procedures of operation.
 Research & Design
 Production & Merchandising
 Marketing & Brand Development
 Service
 Human resources

Future

Globus combines state of art international information technology, the highest quality human
resources and sustained financial commitment to realize the long term vision. We are rapidly
expanding and the target is to have an additional 100 fashion stores by the end of 2012.

Privilege Club of Globus

Introduction

Gone are the days of points on cards where one did not have a clue as to what his current
benefits are of what the points meant. Instant gratification has brought in the concept of the
Privilege Club which is the best way to ensure 100% card to benefit ratio. The Globus Privilege
Club card is a 1st of its kind in India. Members are immediately rewarded for purchases at any
of their stores, in addition to a host of other privileges such as exclusive tie ups, promotion and
special shopping hours. To each his own individual needs vary. Which is why Globus offers you
2 different card categories, each with it own benefits designed to suit your needs, so take your
pick.

Privilege card:
Purchase of merchandise over Rs. 2000/- get you the most sought after card. These purchases
can be spread across the first 3 months of the first purchase at Globus
Privilege Card Benefits

 Invites to events arranged specially for you.

 New product launches privileges, opportunity to be amongst the privileged few to not
only see, but also buy new products before the launch.
 Exclusively shopping hours - special hours during festive seasons and other occasions
giving you the freedom to shop at your leisure.
 Exclusive offers on national / multinational brands and services available at Globus.
 Special tie ups - avail of discounts offers and privileges at other leading outlets from
time to time.

Automatic Membership Renewal:

Your membership would be automatically renewed at the end of the validity period subject to
your purchasing the qualifying amount for renewal.

Our Temporary Card is also available on purchase of merchandise valued at Rs. 500/- . This
card can be upgraded to a Globus Silver Card on completion of purchases worth Rs. 2000/-.
For those in a hurry the Globus Privilege Card can be obtained across the counter on a down
payment of Rs. 150/- only.
Gold Card Benefits

Buy worth Rs. 15000/- or more in a single year and Globus opens its doors for you with the
Globus Gold Card.

Free home delivery of altered merchandise

Reserved car parking
Special counters
Since we value your patronage & time we make it short and quick for you at our special
counters.

Birthday greetings
Since you are special to us, your prized dates are valued by us. Just see what's in store for you
on such occasions.

Complimentary soft drinks

Valid at selected stores only/Offer may change from time to time with out prior notice,

Automatic membership renewal

Your membership would be automatically renewed at the end of the validity period, subject to
your purchasing the qualifying amount for renewal.

Special Preview
Exclusive previews of our seasonal collections.

Silver Card Benefits

 For purchase of Rs. 5000/- and Rs. 10,000/- you will be rewarded gift vouchers.
 And for Rs. 15000/- you get the Globus Gold Card Membership with some real cool
surprise gifts.
 Amazing discounts at various outlets and youth hangouts in many cities. (Refer to
privilege booklet)

Card Usage Norms

 Validate your card by signing on the reverse as soon as it is received.
  Usage of the card indicates acceptance of terms and conditions of the Globus Club
Membership.
 Flash your card for availing of benefits at Globus or our programming partners.
 Globus Privilege Cards are not Credit Cards and remain the property of Globus at all
times and must be produced/ returned on request.
 All rights to ownership and usage of the Card rest with Globus. Report loss of Card at
our Customer Service Desk. Duplicate Cards will be issued at a nominal cost of Rs100/-
 Inform of any change in your address/ telephone numbers/e-mail at the Customer
Service Desk.

Conditions
 Membership is open to individuals above 18 years of age.
 In case the applicant fails to achieve the required purchases within the validity period,
the total purchases will not be carried forward to the next period.
 Globus reserved the right to refuse membership to any applicant without assigning any
reason.
 Usage of the Globus Cards indicates the acceptance of all the terms and conditions,
which are subject to revision from time to time by Globus.
 Globus Cards are non-transferable and can be used only by the member whose
signature appears on the signature panel on the reverse of the card.
 Any Globus employee has the right to verify member's signature and to ascertain the
identity of the member. Benefits may be refused and the card be taken back if a non-
member is found using the card.
 Globus reserves the right to revise the terms and conditions as well as the rules and
regulations of this programme without prior notice.
 Benefits available through programme partners may change from time to time or be
withdrawn without prior intimation. Globus will not be responsible for any liabilities
arising from such situations or from use of such offers. It is advisable to check with our
programme partners, validity of the scheme prior to participating in the same.
  Globus reserves the right to use the membership data for the purpose of marketing or
communication for enhancement of the programme.
 Any disputes arising under this programme are subject to Mumbai Jurisdiction.

Gifting is made simple here. Pick one of our flexible denomination gift voucher to someone
dear. When you give someone Globus Gift Vouchers you give them exactly what they'd like.
When it comes to birthdays, anniversaries and special celebrations, there's one gift that's
guaranteed to please...

Globus Gift Vouchers are redeemable against any purchase made in store.There is no charge /
tax on purchase of gift vouchers. Eg: If you want to buy gift vouchers for Rs1001, you need to
tender Rs1001 only and you can buy anything worth Rs1001 at any Globus store.

Common denominations are Rs.101,Rs.251,Rs.501 & Rs.1001.

Globus Brands
Youth Fashion Brand
Globus aspires to be 'the' iconic youth fashion brand in the country. Globus is a complete
fashion brand - it's the apparel brand and the destination brand. Three words which capture
the spirit of the youth - vibrant, maverick and expressive. Globus is exactly that our vibrant and
maverick designs are not just setting fashion trends but more importantly helping our
customers express themselves.
The entire fashion range comprises of apparel for men, women, kids and accessories at amazing
prices. The range spans across usage occasions - work wear, campus wear, club and lounge
dressing and genres Western, Indian and mix-n-match. A well researched sizing ensures a good
fit for the Indian silhouettes.  
Eye candy fashion
F21 is an accessible hi-fashion brand, offering high-quality apparel. F21 - the edgy fashion brand
- is designed to appeal to the more experimentative and adventurous consumers who seek
cutting edge fashion.  Styling and fabric innovations help F21 offer high end fashion at prices
which are affordable for the young consumers. From everyday casual occasions to club wear,
F21 promises consumers attention unlimited.

Marketing Stragies
Marketing strategy is a method of focusing an organization's energies and resources on a
course of action which can lead to increased sales and dominance of a targeted market niche. A
marketing strategy combines product development, promotion, distribution, pricing,
relationship management and other elements; identifies the firm's marketing goals, and
explains how they will be achieved, ideally within a stated timeframe. Marketing strategy
determines the choice of target market segments, positioning, marketing mix, and allocation of
resources. It is most effective when it is an integral component of overall firm strategy, defining
how the organization will successfully engage customers, prospects, and competitors in the
market arena. Corporate strategies, corporate missions, and corporate goals. As the customer
constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A
key component of marketing strategy is often to keep marketing in line with a company's
overarching mission statement.

1. Basic theory:
a. Target Audience
b. Proposition/Key Element
c. Implementation
A marketing strategy often integrates an organization's marketing goals, policies, and action
sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy , which
might include advertising, channel marketing, internet marketing, promotion and public
relations can be orchestrated. Many companies cascade a strategy throughout an organization,
by creating strategy tactics that then become strategy goals for the next level or group. Each
one group is expected to take that strategy goal and develop a set of tactics to achieve that
goal. This is why it is important to make each strategy goal measurable.

Types of strategies using by Globus

Marketing strategies may differ depending on the unique situation of the individual business.
However there are a number of ways of categorizing some generic strategies. A brief
description of the most common categorizing schemes is presented below:

 Strategies based on market dominance - In this scheme, firms are classified

based on their market share or dominance of an industry. Typically there are
four types of market dominance strategies:

 Leader
 Challenger
 Follower
 Nicer

 Porter generic strategies - strategy on the dimensions of strategic scope and

strategic strength. Strategic scope refers to the market penetration while
strategic strength refers to the firm’s sustainable competitive advantage. The
generic strategy framework (porter 1984) comprises two alternatives each with
two alternative scopes. These are Differentiation and low-cost leadership each
with a dimension of Focus-broad or narrow.

 Product differentiation (broad)

  Cost leadership (broad)
 Market segmentation (narrow)

 Innovation strategies - This deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on
the cutting edge of technology and business innovation. There are three types:

 Pioneers
 Close followers
 Late followers

 Growth strategies - In this scheme we ask the question, “How should the firm
grow?”. There are a number of different ways of answering that question, but
the most common gives four answers:

 Horizontal integration
 Vertical integration
 Diversification
 Intensification

A more detailed scheme uses the categories:

 Prospector
 Analyzer

 Defender
 Reactor