Read and understand the situation described below to answer question no. 1 and 2. The household door
Question:
Read and understand the situation described below to answer question no. 1 and 2. The household door market in India is expected to surpass USD 2,800 million by 2024 (Source: Global Market Insights). Growing urbanization coupled with increasing infrastructure spending is anticipated to drive Indian doors market growth. Up surge in government spending in residential projects, commercial & building renovation, along with rise in tourism industry has positively influenced the product demand. Residential application contributes over 60% of Indian doors market. Rising infrastructural expenditure is a crucial factor driving the industry expansion. Community development coupled with subsidies accessible for housing construction will further fuel the product demand. Household renovations have observed a strong surge in the past and are projected to continue during 2019 to 2024. Present large players like Duroplast, Century, Dorma etc. offer doors made of plywood and PVC (hard plastic) materials. Apart from organized players, majority of Indian households depend on local carpenters for making and fitting of doors especially wooden ones. Owing to the rising demand, recently Tata Steel has launched ‘Pravesh’ Doors. These doors are made of steel but with wooden finishing as they have wooden looks. Tata Steel is offering the ‘Pravesh’ range of doors for individual household usage. ‘Pravesh’ Doors combine the strength of steel and the beauty of wood. While it offers a realistic and natural wood finish look, customers can choose from various options that are available, such as Embossed Wood Finish, Plain Wood Finish and Steel Finish within a price range of Rs. 18000 to Rs. 25000. The initiative was launched by Atrayee Sarkar, chief of marketing & sales, branded products, retail & solutions, Tata Steel. Mr. Sarkar is very hopeful about huge success of ‘Pravesh’ doors. You can visit the official website of TATA Pravesh for more information https://www.tatapravesh.com/
Q-1: Based on the above information, design a ‘Brand Identity Prism’ for TATA Pravesh. Give the diagrammatic representation only.
Q-2: Suggest a complete brand positioning strategy for TATA Pravesh that will be helpful for the brand’s promotion.
Expert Answer:
1Brand Identity Prism An idea first introduced by J Kapferer way back in 1986 the brand identity prism sometimes called the Kapferer Brand Identity Prism is a concept for describing a brands identity ... View the full answer
