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ASSIGNMENT
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Submitted By: Karan Kumar Arora MFM - II (2011-13) 27/02/2012 Submitted To: Mr. Sushil Raturi Professor, NIFT, MUMBAI.
Preface
1.Personality 2.Physique 3.Culture 4.Relationship 5.Self Image 6.Reflection Out of which, Personality, Culture & Self Image is an internal identity, which an organization looks at. The rest, Physique, Relationship and the Reflection is an external identity, with respect to a consumer. Lets go into each of them one by one:
Personality
a. Personification of brand
Physique
Culture
b. Rules governing the brand in its outward signs like product and communication
Relationship
Self-Image
a. Through out attitude towards certain brands, we develop certain type of inner relationship with ourselves and brand image we want to project
6. Reflection
c. Companies should control the reflection and should try to make it better
Conclusion
By doing the comparative study of both the prisms, we can conclude that both the coffee brands are well differentiated from each other and target to somewhat different customer segments.
Yet, are one of the industry dominators in their own right. Starbuck is new to the Indian market, but its joint venture with the Tata group can get them a huge early market share.