Table of Contents
Executive Summary ................................................................................................. 1
1 Introduction .......................................................................................................... 2
2 Analysis of Competitors ....................................................................................... 2
3 Analysis of Environment ...................................................................................... 5
4 Analysis of Industry Structure .............................................................................. 6
5 Target Group ......................................................................................................... 7
6 Marketing Communication and Competitive Position ........................................ 8
6.1 Ambiguous Brand Title .................................................................................... 8
6.2 Rebranding Through New Logo and Slogan .................................................... 9
6.3 Digital Marketing through Website ................................................................ 9
6.4 Digital Marketing through Social Media ....................................................... 10
6.5 Low Visibility on Retailers’ Signboard: .......................................................... 11
6.6 Advertising through TVC, RDC and Print Media Ad ....................................... 12
6.7 Celebrity Endorsement ................................................................................. 13
7 Evaluation of Competitive Position in terms of TG and IMC ............................. 14
7.1 AIDA Model ................................................................................................... 14
7.1.1. Attract attention .................................................................................... 15
7.1.2. Maintain interest ................................................................................... 15
7.1.3. Create desire .......................................................................................... 15
7.1.4. Take action ............................................................................................. 15
7.2 Action Vs. Success ......................................................................................... 15
7.2.1 Brand Title, Logo and Slogan Based Rebranding ..................................... 16
7.2.2 Digital Marketing Through Website and Social Media............................ 16
7.2.3 Visibility on Retailers’ Signboard ............................................................ 17
7.2.4 Celebrity Endorsement ........................................................................... 17

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