Using Branding Tools In various Products,

Services

ROLL NO 131-140
P.A.B.L.E
PROMISE- To provide superior
taste

AFFINITY- Word of Mouth,

Attractive bottle shape, and
Packing.

BONDING- Attractive Pricing,

Satisfaction.

Loyalty- Maintained due to easy

availability, Other products
under same brand name.

Equity- Suggesting to others,

order this for parties.
 Point of Parity & Point of Difference
 SONY VPCX113KG (size ZERO)

NO BAG 2 GB RAM INTEL ATOM

PROCESSOR

THICKNESS
13.8 MM
2 USB
Sony
SLOTS
size
BLUETOOTH/
WIFI
zero
64 GB
DVD HARD DRIVE
RW/R
NVIDIA
GRAPHIC CARD
4 Hours
Battery 11.1” 655 grams
Company Positioning-Kingfisher Airlines

 IDENTITY- Red color, Flying

Kingfisher
 Label- Kingfisher logo- bird Logo
easily associated with other brands of
company.
 Image- World class Travelling, Best
services, well groomed and presentable crew
members.
 Perception- Flying for premium and
business class travelers .
 Position- Five * flying experience
 Brand creditability- kingfisher/luxury.
 Frame Of Reference:
Parle Bourbon v/s Britannia Bourbon
Similarities

Parle and Britannia BOURBON-

Price 10

Quantity Same

Taste Same

Differences
Parle and Britannia BOURBON-
Availability: Britannia > Parle

Standard : Cream treat range is more renowned in this section

TARGET MARKET for Kingfisher airlines

-Business Class
-Premium Customers
-Upper Middle Class
-People who look for
experience while flying
 Beers
Unknown Known

Amstle Fosters
Carlsberg
Perrero
Kalyani Black Label Corona
Budweiser
Haywards
Kingfisher Ultra
Kingfisher Premium
Royal Challenge

Acceptable Unacceptable Indifferent Overlooked

Budwieser Haywards Corona
Fosters Kingfisher Ultra Royal Challenge Stella

Kingfisher
Premium

Purchase Not Puechase

Kingfisher Premium Rest All
Competition of Kingfisher
Airlines
Direct Indirect

Category Need Fulfillment Brand Competitor Product Generic

Competitor Competitor

Luxury Flying Premium Jet Airways, Railways

Travelling Kingfisher Airlines

Low cost travelling Indigo , Spicejet, Cars / road

Indian Airlines transport,Railways