Exploring Brand Positioning Strategy of Explore India

This assignment involves analyzing the brand positioning strategy of Explore India, a company that provides services to customers. The analysis includes exploring Kapferer's Brand Identity Prism applicability in the context of Explore India, identifying sustainability and CSR activities adopted by the company, and implementing a brand manifesto to articulate core values, intentions, and beliefs. Additionally, an overview of brand guidelines is provided to understand how they relate to the company's brand positioning strategy.

INDIVIDUAL BRAND
PORTFOLIO
FOR
LUXURY TOURISM APP

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Project Contextualisation............................................................................................................3
Brand Identity..............................................................................................................................4
Customer Profile.........................................................................................................................6
Brand positioning map................................................................................................................7
Brand sustainability CSR............................................................................................................8
Brand Manifesto........................................................................................................................10
Overview of Brand Guidelines..................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Explore India is a totally new Company the main aim as is to achieve recognition as a
travelling consultant company in Luxury travel industry who is planning to collaborate with
Indian tourism board. In today's advance technological world most of the customers prefer to use
applications as they are easy and convenient to be used. So, as a new tourism consultant
company we are planning to serve customers through an application by negotiating rates of all
the luxurious hotels in India and provide them at least 30% discount on booking. This application
is to be launched in India, targeting all the international tourists as well as niche luxury
personalities of India. Main aim of Explore India is to provide best experience, memories which
they will carry their whole life and can share with others. Here, Luxury, corporate social
responsibility will also be explained as these are the two most important agendas that every
company should follow.
MAIN BODY
Project Contextualisation
Rationale behind the grand concept: The main Concept behind this grand concept is to develop
an app that is planned to be launched in India targeting all the international tourists as well as
niche luxury personalities of India. Those customers will be able to book their hotels with more
discounted rates and enjoy their travel.
Mission, vision and values:
Mission: Main mission of the brand is to make their customers feel home anywhere, where they
want to travel by providing them with a platform to book hotels for their customers to travel.
Explore India wants to provide comfortability with profitability to the customers under one roof.
Vision: The main vision of the company is to connect people and make hotel booking with
discounted rate much more easily. Explore India Customers friendly and customer centric
approach as that they can connect more and more people.
Main aim for creation of this application is to make each and every homosapien all over the
world to think about lavish experience, luxurious lifestyle with a hope to be the best Luxury
travelling consultant. We also aim to done a part of companies shares towards well being of the
society and provide education to one of the part of society who cannot afford it. Real
achievement of companies success will be measured by the satisfaction level of clients, so that
they would recommend companies services to more clients for business or holiday trips. The

main ultimate achievement of the company will be to engage all the clients and customers as
they subscribe our services.
Values: Their values represent both social and business responsibilities simultaneously.
● To trust one another in order to build a straightforward, honest conversion.
● Build a culture and environment in such a way that both customers and employees can
freely speak to one another without braking down the hierarchy.● Every one should have an equal opportunity to prove themselves and learn something
new.
Market Content: This brand will operate in Indian market segment by focusing on all the
international tourists as well as niche luxury personalities of India.
Brand Identity
Brand Identity is refereed as the symbolic image of a product's specifications to gain
recognition from consumers. There are several business's components that reflect company’s
values and vision to create opportunities for gaining customers' appeal. Such components are
identified with the help of Kapferer Brand identity Prism (Bhattacharya, Kumar and Dutta,
2019).
Kapferer Brand Identity Prism: It is a tool that helps businesses to build an enduring,
strong brand identities. This prism says that success of a brand is driven by a company wide
utilization of few elements and will be identified by using Kapferer Brand identity Prism.
● Physique: This is important component which is formulated by infusing mission and
objectives. Explore India focuses on prestigious and royalty services associated with
luxury. The booking of hotels like Leela Palace, The Oberoi Udaivilas, The Golden
Chariot Train and more would be made convenient and accessible. This app will be made
user friendly by providing all minute details regarding the planning of stay at such luxury
hotels of India.● Personality: This is important component which is formulated by infusing mission and
objectives. Explore India focuses on prestigious and royalty services associated with
luxury to be user friendly for all its customers. Each service has remarkable and
uniqueness in terms of innovation and assistance to gain customers' attention and

maintain the sustainability factor of business. Thus, Explore India is going to highlight
the sophisticated and classy features to promote tourism among the tourists travelling to
famous places of India like Udaipur, Delhi, Jaipur etc. Herein the focus is to provide
information to the elite and rich people who like to travel in refined ways.● Culture:Brand culture is one of the most important components for Explore India. The
management is implementing strategies to showcase the heritage and cultural aspects of
Indian rich historical background. There is need to give insights about the premium
pricing strategies to the travellers from all around the world on a single platform which
will be fulfilled by Explore India.● Relationship: Any brand, especially new ones like Explore India must try to establish
strong relationships with their customers by giving services in reliable and respectful
order. The ulterior purpose is to preserve the glorious past of rulers and kings of India's
by projecting about their lifestyles, customary rituals, food habits etc. For this, Explore
India segregated several sections and plans of travelling available on their app for their
customers to choose from. It would help in building a strong relationship and lay a loyal
customer base (Pich, Dean and Punjaisri, 2016).
● Reflection: A brand is a customer reflection and always focus on improving their
experience. Explore India is standing tall by enhancing their services through impeccable
customer friendly plans which will assist in making their travelling ad holidaying more
interesting and accessible. It would form the basis for elite ad excellent self image and is
mainly based on high pricing and high value of social positioning by giving A class
services to the customers.

Customer Profile
Main Segmentation: Customer segmentation variable focuses on dividing customer base
who are similar on socio-economic aspects and allows businesses like Explore India to reach
them easily by fulfilling their needs and desires precisely. The focus is on international tourists
and niche luxury personalities from both local and global areas. Since they are capable to spend
and enjoy the luxurious lifestyles that kings and rulers had, Explore India created separate
premium plans on the basis of services. For e.g. Platinum premium plan concentrates on the
Golden Chariot train which stops at all destinations known for luxury lifestyles and rich
historical architecture. At initial level the main customer segment will be both local and
international tourist.
Target Customers: Target customers are a group of customers that are to be provided
with company's services in the defined marketplaces, that is India for Explore India. Target
customers for Explore India is international tourists from all the countries and the niche and
rich families and personalities from global locations and Indian subcontinent. This is possible by
clear guidelines on the pricing, number of locations included, types of services like

accommodations, transportation etc. Mainly this is proportional to the budget of the customers'
desire to spend for enjoying the services as an elite ruler or king maker by staying at hotels like
Taj Lake Palace Udaipur, Umaid Bhawan Jodhpur and others.
Brand positioning map
Positioning is a process or strategy used by brands to set or create an image in mind of
their target customers for the services they provide. It is the heart of marketing strategies. It is an
act of designing companies image in such away that occupies a valued and distinct place in the
mind of their target customer's mind. A good brand positioning map helps the company to guide
their marketing strategy by clarifying what their brand is all about, till what level they provide
uniqueness in their service how it is similar and different from its competitors and why
customers should prefer their brand over others (Jun, and Park., 2017). In other words it is an
image that a brand set in the mind of their potential customers.
There are various kinds of positioning strategies which are:
● Positioning by product or service attributes and benefits: It is to simply associate a
product with an attribute and product/service feature.

● Positioning by price: Most of the brand or marketers use price or quality as the main
characteristic to position their brand. One way of doing it is with advertising and
reflecting their product or service that reflects low price and high quality of the brand.
This is the main brand positioning strategy used by Explore India for promoting their
services in customers.
● Positioning by application or use: Another most common way of positioning or
communicating a specific image is to associate themselves with a specific use or with an
application.
● Positioning by product class: Mostly competition for a specific product comes from
outside the class of product. So, in this service or product is positioned against others
which is exactly not the same (Chen and Wang., 2015).
● Positioning by product user: it is done by associating a service or product with a
particular group of users.
● Positioning by competitors: It is done by positioning a strategy for a service or product by
focusing on a specific group of customers.
● Positioning by cultural symbol: It is an additional positioning strategy cultural symbols
are used to differentiate a brand from others (Wang., 2015).
Here, brand positioning map will be explained further. As it has already been explained that
Explore India tourism consultant company focuses on positioning by price. So, here we will
compare positioning by price map with their competitors as well.
Competitors of this Explore India have already established their business in India. However,
their biggest competitors is Secret Escape but there are other organizations as well who
can give Explore India a tough competition such as Trivago, ClearTrip etc.

Brand sustainability CSR
Sustainability is a comprehensive approach for management of organizations which
focuses on maximizing and creating long term social, economical and environmental values. In
other words sustainability is a responsibility that organizations have for their surroundings,
environment, in business in social terms. It is one of the most important agenda of most of the
companies around the world. Corporate social responsibility is a business approach that
contributes to sustainable development by delivering social, economic and environmental
benefits for all stakeholders. It is a simple concept with many definitions (Soderstrom,
Soderstrom and Stewart., 2017).
There are various activities for sustainability and corporate social responsibility which can be
undertaken by Explore India company such as:
● Respect human rights and optimal work environment: These are the activities where safe
and secure work environment is build by the organization. These activities also promote
inclusion and diversity in the company and cultivate human resources.

● Environmental activities: In these activities environmental education is given to
employees, environmental risk management strategies are made and implemented and
overall impact on the environment is monitored.
● Green services and products: In this activity companies develop environment friendly
services and products for the customers which do not cause any harm to the customers
(Visser and Tolhurst., 2017).
● Fair business activities: in this activity compliance and risk management, and supply
chain management is updated in such a way that no stakeholders suffer any kind of
losses.
● Customers concerns: in this different approaches are made in order to rise customer
satisfaction level and quality of the services they provide.
● Social Contribution activities: Arrange local community activities in order to support
social culture, arts and increase awareness among people.● Provide a hazard and accident free environment for all the employees.
Ways to meet economic, social and environmental responsibilities:
There are many ways by which brands can meet social, environmental and economic
responsibilities such as:
● By adopting and applying business code of ethics in order to meet mission and vision of
the organization in a sustainable way such that all the economic, environmental and
social responsibilities of an organization are meet (Cumming, Hou and Lee., 2016).
● By following and increasing health and safety facility in the organization. Or by
conducting safety and health programs for the safety of employees working in the
company.
● By committing themselves with the environment safety and protecting programs in order
to achieve environment responsibilities.
● By conducting social and environmental safety programs in order to increase awareness
in the public.

Brand Manifesto
Brand manifestos are made to clearly declare or articulate the core intentions of the
brand's values, beliefs and all the ways they will put them in practice (Fineberg and et.al., 2018).
In simple words Brand manifesto shows all the heart and soul of the organization. Few of the
main manifesto of Explore India tourism consultant App are:
● Putting employees first: they care about their employees as employees help them in
achieving goals and objective of the company as well as help the brand to keep their
customers satisfied (Fineberg and et.al., 2018).
● Provide customers quality and low price service: The main business of the brand is to
provide the best quality hotels in the lowest price to their customers as it is the main
component around which complete business revolves around.
● Build trust among each other: The main belief of Explore India is to built trust among
their employees as well as customers. They want to develop a culture where trust can be
developed by remaining truthful towards the customers as well as towards the employees.
Overview of Brand Guidelines
Guidelines of Explore India application can be explained with the help of its components for
example:
● Logo: Logo of any brand should be designed in such a way that its symbol becomes its
identity. It should be designed in such away just by looking at it one can identify the
brand it represents (Khedher., 2015). Explore India represent its logo with a three
tricolour capital EI Explore India logo. It is designed in such away that just by looking at
the tricolour EI Explore India anyone can identify that it is a logo Explore India
company.
● Colour scheme: Colour scheme of the brand name logo should be attractive and should
match with the logo and company name. It should be soothing to eyes and liked by their

customers. Explore India uses a tricolour scheme according to its name. Its symbol is
made of three colours that are Orange, white and green.
● Font Guide: Font size and name should be used in such a way that it looks attractive, is
readable. If the font chosen is not readable then it is not beneficial for the organizations
as their brand name will not be recognizable. Size of the font should be readable i.e. it
should neither be too high to too low. It should be appropriate in such a way that it is
readable and looks appropriate. Font used by Explore India is of moderate size and is
readable by their customers and others.
● Template design: All the application of brand should also follow such guidelines for
example: business card of the organization should only consist of main and important
information such as logo, name contact number, address etc. Letterheads of the company
should also contain only important information and rest of the page should be left blank.
Website of the company should look attractive and should be easy to use and
understandable for their customers so that they can easily understand and navigate from
one page to another.
CONCLUSION
It has been summed up that Explore India agenda behind initiating this online app for
travel purposes in terms mission, vision and values to create a unique brand value in the Indian
markets. The focus is on laying the foundation to make the users understand about Explore
India's mission, vision and values with its market content. Here the brand identity has been
demonstrated by applying the parameters of Kapferer Brand identity prism. Next the main
customer segmentation and targeting customers of Explore India is given in detailed manner.
Along with, there are various brand positioning strategies that are used in creating a brand image
for targeting customers of Explore India for the services they provide. Here brand positioning
strategy used by Explore India has also been explained. There are various sustainability and CSR
activities that are followed by brands in order to maximize their social, economic and
environmental values which must be adopted by Explore India and is evaluated. Lastly, Brand
manifesto is implemented to articulate core values, intentions and beliefs of Explore India and an
overview of brand guidelines has been also mentioned.

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