Segment A	Segment B
Approx. 5 million Households Pan India	Approx. 08 Million Males
Households Income - 8-10 Lakh Per year	40 % married remaining single
Average Family Size - 4-6 members	Average income - 12 Lakh per year
Residents of Tier 2 and Tier 3 cities	70% working, 30% self employed
All have 2 wheelers	Average Age - 27 years, median age- 25 years
40% have 4 wheelers as well	Educated up to Post graduate level
All have TV and active DTH connection	35% have technical Background
Have min 2 mobile smart phones	Average experience is about 04 years
Noon/daytime is for soap operas and evening for news	Ambitious and high aspirations
Politics and local issues excites them	Work for almost 12 hours on average
Driven by social security, spend quality social time	Weekend times are spend with friends
60% are active morning/evening walkers	Like to visit bars/caf/food joint etc.
Concerned about future	Big consumers of OTT platform.
Education for children is key priority	48% are staying away from their family
More traditional in approach and risk averse	High Patronage towards online shopping and Online Food Partners.
Excited about Bollywood movies and festivities	52% have cars, rest rely more on Ola/Uber
Not very ambitious and satisfied with their current state	Active vacation planners/users.
	Located in cities Like Mumbai, Delhi NCR, Hyderabad, Pune, Bangalore, Chennai and other prominent metros

Segment C	Segment D
Approx. 10 million Households	Approx. 02 Million Females
Households Income - 5-8 Lakh Per year	80 % married remaining single
Average Family Size - 4-6 members	Average income individual/household - 18 Lakh per year
Residents of Rural India and living in 04 Lakh Villages across various States	70% housewife, 30% working
70% have electricity access for more than 8 hours a day	Average Age - 40 years, median age- 35 years
30% have bikes, all have bicycles	Educated up to Graduate (40%) Post graduate level remaining
All have Radio and 40% have television	15% have technical Background.
40% have smart phones and another 30% have feature phones	Average experience is about 12 years
They largely watch free to air channels	30% love to cook and try new recipes
Regular visitors of Haats and Melas	Working women engaged almost 10 hours on average
60% dependent on Agriculture directly	Weekend times are spend with kids and family
70% have a bank account.	60% Have 2 kids less than 10 years of age.
Look for alternative sources of income.	20% love gardening, 15% driven by fashion.
35% educated up-to Class 12.	40% are staying in nuclear families.
Love social gathering and are socially very active.	High Patronage towards online shopping and are deal lovers.
Decisions related to family are largely taken by Male members.	75% of them have some early signs of health ailments like arthritis, BP, obesity, diabetes are at high risk
Majority of these villages have Primary School and a Primary Health Center (PHC)	10% love to dance, 15% active as morning walkers or gym lovers
	Residents of Uttar Pradesh only

Table No: 1 Information related to available 4 segments

Product 1	Product 2	Product 3	Product 4	Product 5
Smart Watch	Club Holidays Package	Protein Drink	Term Insurance Policy	Zumba Classes
Product 6	Product 7	Product 8	Product 9	Product 10
Edible Oil	Online Fashion Apparel Portal	Sanitary Napkin	Skin Nourishment Cream	Food Processor

Table No: 2 Available Products to choose from

Based on information given in Table 1 and Table 2, kindly proceed as follows:

1. From Table 1, which contains information about 4 segments, select 1 segment of your choice.
2. From Table 2, which contains names of 10 product , select 1 product of your choice.

For example, you may choose Segment 1 and Food processor or Segment 1 and Edible oil. You are free to choose any 1 segment and any 1 product

Once you have selected the segment and product. Answer following questions:

Q. No 1: Identify 3 competitors of product chosen (through internet) and prepare list of Point of parity and differences? Collect all relevant information needed to launch a new brand? (08 Marks)

Q. No: 2: Suggest applicable brand elements for the new brand? (04 marks)

Q. No: 3: Comment on Brand Identity and marketing mix as suited? How a strong brand may be created in chosen scenario? (08 Marks)

Q: No: 4: How you will communicate the offering to the chosen target segment? (04 Marks)

Q: No: 5: Suggest some measures/initiatives through which you will create a strong engagement with chosen target segment? (06 marks)

Q: No: 6: Suggest some measurement points once the brand is launched. Create a plan of research for next 5 years? Discuss techniques to be used, information to be collected and all such nuances involved? (10 Marks)