Brand Management (425) Assignment: Product Category Structure Analysis

This report presents a detailed analysis of product category structures for four distinct brands: Angelina Jolie (celebrity), Harvard University (educational organization), Teletalk (communication), and Radisson Blu (accommodation). The analysis employs a hierarchical approach, breaking down each brand into product classes, categories, and types to illustrate their positioning within their respective markets. For Angelina Jolie, the structure explores her classification within the entertainment industry, considering her role as a female Hollywood movie celebrity. Harvard University is examined as a formal, private educational institution with an international reach. Teletalk is positioned as a government-owned national telecom brand. Radisson Blu is categorized as a 5-star luxury hotel brand. The report provides a clear understanding of each brand's identity, target market, and competitive landscape through this structured approach, including references to the sources used.

An Assignment
On
Product Category Structure of Brands
Course Name & Code: Brand Management (425)
Submitted To: Dr. Muhammad Ismail Hossain
Professor
Department of Marketing
University of Dhaka
Submitted By: Sparkling 10
Department of Marketing
Section: B

Group Name: Sparkling 10
Group Representative: Md. Ali Rizvi
Group Profile
ID No. Name Email
044 Sohanur Islam [e-mail]
112 Md. Feroz Hossen khan [e-mail]
132 Amjad Hossain [e-mail]
142 Navid Shahriar Rahman
(Arnob)
[e-mail]
150 Md. Abdul Gaffer [e-mail]
160 Subrina Tasnim Eshita [e-mail]
170 Jannatul Fardous [e-mail]
204 Md. Ali Rizvi [e-mail]
254 MD. Abdullah [e-mail]

Contents
Product Category Hierarchy: Angelina Jolie (Celebrity) ......................................................... 3
Product Category Hierarchy: Harvard University (Educational Organisation) .................... 5
Product Category Hierarchy: Communication (Teletalk) ........................................................ 7
Product Category Hierarchy: Accommodation (Radisson Blu) ............................................... 9
References .................................................................................................................................... 11

3
Product Category Hierarchy: Angelina Jolie (Celebrity)
Celebrity
Politics Movies
Hollywood Bollywood Bengalis Korean Other
Literature Sports Others
Male Female Other
Angelina
Jolie
Brand
Information
Product
Type
Product
Class
Product
Category
Summary: Angelina Jolie is a Female Hollywood Movie Celebrity

Angelina Jolie is a famous actress who is known for her outstanding performance in various
prominent movies like Salt, Maleficent, Lara Kroft, Gone in 60 seconds and so on. She has a total
of $160 million asset (Yahoo Finance, 2020). Being a brand, a product structure for Angelina Jolie
is prepared in the following:
Brand Identity: Angelina Jolie is well known by her name. She has done some extra-ordinary
acting that has made her competent to address as a brand.
Product Type: We have divided the product type into male, female and other. And being an
actress, Angelina Jolie obviously fall in the female type.
Product Category: If we move upward, then we can notice various product categories namely
Bengali, Hollywood, Bollywood, Korean and other. And Angelina belongs to the Hollywood
category.
Product Class: If we move further upwards, then we can find the product class as politics, movies,
sports, literature and so on. generally, celebrities come from these fields.
So, in fine, we can say that Angelina Jolie is a Female Hollywood movie celebrity

5
Product Category Hierarchy: Harvard University (Educational Organisation)
Educational
Institution
Informal Formal
University College School
Non-
Formal
Private Public Government
Harvard
Product
Category
Brand
Information
Product
Type
Product
Class
Summary: Harvard University is a Formal Private Educational Institution
Radisson Blu is a 5 star luxury hotel brand

The Harvard University is analyzed with the use of product structure in the following:
Brand Identity: If someone asks us to name a famous University, then obviously Harvard will be
the first to mention. And it is true for most of the higher study aspirants.
Product Type: We have classified the product type into public, private and government
institutions. And Harvard falls in the Private type.
Product Category: We have categorized the product into University, College and School. And
the Harvard University falls into the University category.
Product Class: We have arranged the next upper phase into national, international and at last
local. And from our beloved country perspective, Harvard falls into the international educational
institution category.
At last, we can say that Harvard is an internationally reputed private university in the global
educational institutions’ arena.

7
Product Category Hierarchy: Communication (Teletalk)
Communication
ISP Telecom
National Local Global/International
Manfacturing Other
Public Government Private
Teletalk Brand
Information
Product
Type
Product
Class
Product
Category
Summary: Teletalk is a Government-Owned National Telecom
Brand

For the product, communication, we have formed the product structure in the following manner:
Product Class: We have classified the communication into ISP, telecom, telecommunication
material manufacturing and other section.
Product Category: In the next downward section, we have categorized the telecom into National,
local or international company based on their geographic operation.
Product Type: In the next downward phases, we have outlined the communication sector into
Government owned, private and public. And our selected product ‘Teletalk’ lies in the public
product category. Basically, Teletalk was established in 2004 with the government ordinance
(Teletalk Bangladesh Ltd., 2020).
Brand Identity: Teletalk is a government owned telecommunication company that is well known
for its low-cost services.
So, we can say that Teletalk is a government owned national telecom brand.

9
Product Category Hierarchy: Accommodation (Radisson Blu)
Accomodation
Resort Hotel
Luxury Standard Internationa
l
Hostel Residence Motel
EconomySuperior
3 Stars 4 Stars 5 Stars
Radison Blu
Product Class
Category
Product Type
Brand
Information
Summary: Radisson Blu is a 5-Star Luxury Hotel Brand

If we take accommodation as a brand, it can be analyzed in the product structure in the following
manner:
Product Class: If we go downward and classify the accommodation, then we can find that this
can be outlined into Resorts, Hotel, hostel, residence and motels. And for the accommodation, we
have chosen the hotel.
Product Category: If we move further downward, then we can find that hotel can be categorized
into superior, luxury, standard, international and economy. We have selected the luxury category.
Product Type: In the next phase, we have found that luxury hotels can be ranked as 1, 2, 3, 4 and
5 stars. We have undertaken the last but the not least, 5 star and move downward.
Brand Identity: In this phase, we have selected Radisson Blu hotel which is known as the 5-star
luxurious hotel in Bangladesh used by high end guest for their accommodation purpose (Dhaka 5-
star Hotels, 2020). The Radisson Blue is well known by its name.
To conclude, we can say that Radisson Blu is a five-star luxury hotel used by guests for
accommodation purpose.

References
Booking.com. 2020. Dhaka 5-Star Hotels. [online] Available at:
<https://www.booking.com/fivestars/city/bd/dhaka.html> [Accessed 13 November 2020].
Carl, S., 2020. Types of Education: Formal, Informal & Non-Formal. [online]
Passionineducation.com. Available at: <http://www.passionineducation.com/types-of-
education-formal-informal-non-formal/> [Accessed 15 November 2020].
Finance.yahoo.com. 2020. Yahoo Finance. [online] Available at:
<https://finance.yahoo.com/news/angelina-jolie-shocking-net-worth-090000629.html>
[Accessed 13 November 2020].
Investopedia. 2020. Navigating the Hotel Star System. [online] Available at:
<https://www.investopedia.com/financial-edge/0410/navigating-the-hotel-star-system.aspx>
[Accessed 15 November 2020].
Medium. 2020. Top 10 Movie Industries in The World. [online] Available at:
<https://medium.com/@inpeaksreviews/top-10-movie-industries-in-the-world-
5d47cd9df44f> [Accessed 15 November 2020].
Stat.fi. 2020. Type Of Owner Of Educational Institution | Concepts | Statistics Finland. [online]
Available at: <https://www.stat.fi/meta/kas/oppilait_omtyyp_en.html> [Accessed 15
November 2020].
Teletalk.com.bd. 2020. Teletalk Bangladesh Ltd. [online] Available at:
<http://www.teletalk.com.bd/> [Accessed 13 November 2020].
Veesko. 2020. Understanding the Different Types of Accommodation in Tourism. [online]
Available at: <https://veesko.com/post/114961446726/different-types-accommodation-