Answered: (a) Analyze the BRANDZ Model with…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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(a) Analyze the BRANDZ Model with respect to Nirala Sweets.
(b) Nirala sweets have used multiple strategies for rebranding their brand, discuss these strategies.
(c) Enlist the factors responsible for the success of Nirala sweets.
(d) Suggest marketing strategies for Nirala sweets if they wish to offer bakery products in future.
(e) Which communication mix was used by Nirala sweets? Comment on the overall communication strategy of Nirala Sweets.

Transcribed Image Text:Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 47 Real Marketing 2.2 Introducing Niralaseshop Send Mithai Online Nirala Sweets: offering from those of competi- tors and positioned it as a to loved ones in other cities! Sweetening Up to young, hip, and energetic brand the Modern Youth interior designer was hired to moethay Lamhary targeting the urban youth. An provide a contemporary and Nirala, an Urdu word implying uniqueness, sophisticated makeover to the turned out to be an apt brand name chosen retail outlets. The salespersons by Mr. Taj Din in 1948 for his small halwa puri and mithai shop on Fleming Road, Lahore, Pakistan. Over the years, Mr. Taj Din's entre- preneurial skills, pride in making products to a bright yellow-colored T-shirt using only the best-quality ingredients, and with a red Nirala monogram and secret recipes created such a name for Nirala cap, following in the footsteps Sweets in Lahore that it became the official of the recently introduced U.S. supplier of sweetmeat for state dinners held fast food restaurants popular at the Governor House from 1964. However, despite a good name, Nirala, like the rest of the sweetmeat industry in the region, remained a small outfit, opening only a cou- research had suggested that the ple of more stores in Lahore in the next two typical single serving was per- decades. By 1994, Mr. Taj Din's sons were debating about the wisdom of reinvesting money in the venture, when Faisal Farooq, Mr. Taj Din's grandson and a young, newly reduced from 40-45g to 15-20g minted MBA, took up the challenge to mod- ernize and expand Nirala Sweets. According to Faisal, now the chief executive officer of the company, the sweetmeat industry was in bad shape as it had not kept pace with the rest of the single-serve cups were also introduced. Nirala, and it soon became a "cool" brand for world. Sweetmeat shops and their products Tremendous efforts went into designing a conjured up images of rustic, out-of-form modern, sleek package and in initiating a cus- pehalwans (wrestlers) gulping down unhy- tomized package concept for special occa- gienic and unhealthy products full of sugar sions. The high-quality customized package plexity of logistics management for perish- and fat. Market research carried out by with customized selection of special able products and sweetmeat consumption Faisal confirmed that the product was rele- vant to people over the age group of 35-40 and was available at almost 300 percent pre- lenges. Lahorites are known for their love of years. The young urbanites seemed to have mium over the regular Nirala prices, yet the moved on to more, Western sophisticated market liked it. "We primarily used word-of- confectionary items like cakes and choco- mouth communication for launching the cus- lates. Even for the older group, sweetmeat tomized products. We approached wealthy for eating. However, this did not deter consumption had rapidly declined to a few and sophisticated opinion leaders in Lahore Faisal, and by 2008, Nirala had 34 highly occasions, such as marriages. On traditional and Faisalabad and suggested to them that successful retail outlets in nine cities of gift-giving occasions like Eid, birthdays, or promotions, friends and families would celebrate important occasions like gradua- have completely revamped ourselves and in much rather bring a cake than a pack of tions, marriages, and birthdays of their near old-fashioned sweetmeat. An interesting and dear ones. The one-upmanship propen- finding was that while people still enjoyed sity of the people of Punjab helped us tremen- eating sweetmeat if it was around, they did dously and the idea caught on," said Faisal. not want to be seen buying it. The industry, according to Faisal, seemed to be dying operations did not allow Nirala to go on TV, the supermarkets," concluded a beaming slowly but surely. Armed with research findings, modern business concepts, and a passion to succeed, Faisal went about differentiating Nirala's were trained extensively on Courteous customer interaction and their uniform was changed der aline FOR ONLINE ORDERS visit us at www.nirala.com among the young. The product and packaging were also revamped. Market Irrerinihle Ténptatiene - for all occasions! ceived to be too big (bigger than a bite size) and too sweet. The size of a single serving was Positioning: Nirala Sweets clearly differentiated itself from competitors and positioned itself as a modern, youthful, and sophisticated sweetmeat supplier. and the sugar content was reduced. looked visually appealing and also, according activities was decided upon. Music concerts to Faisal, left a craving for more. New prod- and English plays such as Moulin Rouge and ucts like firmi and kheer packaged in modern Smaller offerings The Phantom of the Opera were sponsored by the young With the Nirala brand under control, Faisal next focused on expansion. The com- sweetmeats was an expensive proposition, behavior in other markets were major chal- good food and the willingness to pay a pre- mium price for it. Customers in other cities of Pakistan did not have the same passion they use our customized products in order to Pakistan and two in the Middle East. "We the process also helped the industry. Now the sophisticated take pride in taking a cus- tomized Nirala package as a gift. In the last eight years, our sales have grown more The marketing budgets and the scale of than ten times. My next goal is to penetrate hence a more creative use of below-the-line Faisal Farooq Sources: Baned on information from company documents, information from www.nirala com, and penonal communication with Fasal Faroog Chef Executive Officet, Nirala Sweets

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