Brand Management- Re Con Iron

Submitted By:
Aman Mahajan
Ankush Rawat
Arpit Khurana
Bala Vignan Madanu
Nishant Trisal
Prudhvi Kotagiri
Vinit Balani

Re Con Iron
Competitive Frame of Reference:
Market Segmentation:
The users of this product could be the following two segments:
Household Consumers- families, bachelors, students etc.
Hotels, Motels, Laundry Houses etc.
The market cannot be segmented on the basis of gender, age etc. because anyone can use
the product.
Income Group: The market can be segmented on the basis of income. Our product is for the
upper middle and high class. The price range for a conventional iron ranges from Rs. 500Rs.2500. Though no price is indicated for our product online, we believe it will be around Rs.
2500.
Nature of Competition:

Requires self-work

Steam iron
Dry iron
Spray Iron
Could be automatic/non-automatic

Dry Cleaner

No-Self Work

Laundry men

Competitive Arena:
Philips

Bajaj

Glen

Inalsa

Morphy Richards

Khaitan

Havells

Usha

Orpat

Brand Positioning:
For iron users, Re Con is a induction iron that makes ironing safe and convenient because it has a
ferromagnetic plate and only heats up when in contact with the induction board.

Points of Parity:
The following features of the iron are present in other products available in the market.

Wireless- The iron being wireless makes it all the more convenient to use.

Energy saving- utilizes a ferromagnetic sole plate system that only heats when in contact
with the included induction board. Other irons also save on energy but using a different
technology.

Points of Differentiation:

Induction- The induction feature enables the iron to function without the cumbersome
chord.

Semi Transparent- The semi transparent body gives it a nice look and feel.

Ferro Magnetic Sole Plate- This new technology gives our product an edge because of
the great amount of electricity saving.

No Steam Ironing- This feature present in many of the competitors products is missing
from our product.

No Signal Light- A feature present in most of the competitors products. No such feature
in our product.

Brand Mantra:
Brand Mantra defines the boundaries of the brand or the product at which it is to be operated and
also acts as a guideline for proper understanding of brand management.

Brand Functions

Descriptive Modifier

Emotional Modifier

Home Appliance

Safe
Reliable
Wireless

Stylish (Transparent Aesthetic

look)
Convenient (without wires)

Brand Functions: Re Con Iron has a technology which is quite new and unique and also can be
extended to other home appliance products apart from iron. So, the brand will be functioned
under the HOME APPLIANCES.
Descriptive Modifier: The brand will be projected and built as safe, reliable besides being
convenient and easy to use. The wireless property will also be incorporated during the
communication of the product.
Emotional Modifier: Re Con Iron will be emotionally communicated as stylish and with being
convenient, because it is wireless. The stylish part will be portrayed with the transparent
aesthetic look and stylish packaging.

Home Appliance

Reliable

Safe

Wireless
Convenient

Stylish

Brand Elements:
Brand Name Re Con (REliability & CONvenience).

The name Re Con

encapsulates the central ideas of the brand i.e., Reliability & Convenience. The name is
easy to remember and easy to communicate and also helps in creating a unique identity of
the brand.
Slogan - Re Con Appliances- Making homes safer. The slogan is in context with the
fact that possible future extensions like toaster, microwave, etc can be introduced with
the same technology.

 Packaging- The packaging has a stylish aesthetic look which is compact and safe for
storing the iron.

Communication Mix:
Advertising
o Media Mix: TV Commercials, Print ads, Magazines, Hoardings, OOH marketing,
Newspaper Ads.
Direct Marketing
o Media Mix: Online and Social Media, YouTube, and Blogs.
PR
o Press Launch
o Press Interview
Interactive Marketing:
o Testimonials