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1. MKT203- Product and Brand
Management
Name : Mohammad Amir khan
Reg-No: 11915904
Section: KO134
Roll No: 30

2. • Founder : Peyush Bansal
• Founding Year : 2010
• Revenue : Rs. 967 Crores FY021
• Target Group : 24 - 32 age group Male & Female
• Sector : Fashion & Eyewear
1

3. Analysis & Branding Strategies
• Lenskart transformed India's unorganized eyewear industry.
• Launched as an online portal for contact lenses, the company expanded its product line to
prescription and sunglasses as well.
Lenskart offers more than 5,000 styles of frames and 45 types of quality lenses to its customers.
• The company operates on an inventory-led model, passing these designs to its manufacturers.
• Lenskart's supply chain, assists them in keeping product costs under control.
• The brand gained traction by offering free eye check-ups and trials of frames at home itself.
• As a result, one out of every two visits converted to a sale for the company.

4. Continued……
• To scale things up, Lenskart partnered with non-optical people in tier 2 and tier 3 cities: To offer
free check-ups. This extended to visiting companies and giving free-check up to their employees.
• Lenskart also offered its customer an online 3D trial facility before purchasing frames. This helped
consumers to send their trial images to friends and family for feedback.
• As of now, the venture has about 600 stores in over 66 cities including Agartala. Raipur, Haridwar
etc.
• The platform introduced appointment-based shopping and aggressive sanitization procedures due
to pandemic restrictions.
• According to Inc42, Lenskart's reported revenue of Rs 967 Cr in FY2020, with a profit of Rs 18 Cr.
Around Rs 9.3 Cr came from the international market while the company earned Rs 884 Cr from
the Indian market.

5. 2
• Founder : Aman Gupta & Sameer Mehta
• Founding Year: 2016
• Revenue : Rs. 5 billion FY021
• Target Group : Tech-savvy millennials
• Sector : Consumer Electronics

6. Analysis & Branding Strategies
• Listening to good music is the best way to treat yourself, and if you're listening on a boAt device, it's the
icing on the cake.
• Listening to good music is the best way to treat yourself, and if you're listening on a boAt device, it's the
icing on the cake.
• BoAt positioned it as a lifestyle brand that deals in fashionable consumer electronics.
• The aim was to bring affordable, durable, and fashionable audio products and accessories to millennials.
• BoAt sells its products through e-commerce platforms such as Amazon and Flipkart.
• To reach offline consumers, BoAt partnered with offline retailing stores such as Croma.
• At the moment, its offline business accounts for 20% of its sales (worth Rs 100 crore).
• Boat onboarded ambassadors from two of India's most popular industries: Bollywood and Cricket,

7. Continued……
• Among the ambassadors are Jacqueline Fernandes, KL Rahul, and Hardik Pandya.
The company raising brand awareness in smaller cities by appointing these celebrities influencers.
• Today, they have around 5,000 retail locations supported by 20 distributors.
• It sells 10,000 units per day, 4 million units per year and served more than 20 million Indians to date.
• In 2019, boAt audio was the leading brand in the ear-wear category, accounting for 27.3% of the market. There
are two major reasons behind their success:
1. All millennial buyers who buy any boAt accessory are referred to as ‘boAtheads'. Hence, the company is
maintaining a happy community of its customers.
2. They are portraying themselves as a brand that sells lifestyle accessories. Bringing style and affordability
together has worked wonders for the brand.

8. 3
• Founder : Ghazal Alagh & Varun Alagh
• Founding Year: 2016
• Revenue : Rs. 112 billion FY021
• Target Group : Millennials & Moms
• Sector : Beauty & Personal care

9. Analysis & Branding Strategies
• Mamaearth is attempting to solve a common Indian parenting problem through innovative products.
• In a country where the majority of baby products on the market contain harmful chemicals causing toxicity in a
baby's body,
Mamaearth provides safe, cruelty-free, and organic products that meet international standards.
• The company started with only 6 products and has since expanded to over 100 SKUs. They introduced 12 new
products with ingredients Vitamin C & Bhring Amla during lockdown.
• The company used to sell baby products but now it's grown to become a household name in the personal care
industry.
• Mamaearth products are being sold in 40 towns and over 2000 stores across India.
• Their products are also available on eCommerce platforms such as Flipkart, Nykaa, Amazon etc.

10. Continued……
• Around 90% of the sale of Mamaearth comes from these e-commerce platforms.
• Mamaearth collaborates with Mom bloggers on social media platforms and pitches their audiences.
Influencers have devoted followers who take their advice seriously.
• After famous actress, Shilpa Shetty became an investor and brand ambassador,
She's involved in the development of new products and marketing campaigns.
• The brand has managed to sixfold its revenue to Rs 112 Cr in the fiscal year 2020 from Rs 17.9 Cr
FY19, But despite a strong performance in FY20, their expenses grew at almost the same rate to Rs
117.9 Cr from Rs 21.6 Cr.
• The company is expanding its offline presence and building efficient supply chains.

11. 4
• Founder : Arvind Kejriwal & others
• Founding Year: 26 November 2012
• Rajya Sabha leader: Sanjay Singh
• Spokesperson: Saurabh Bhardwaj & others

12. Analysis & Branding Strategies
• Punjab Election-2022
• AAP branded itself as a paternalistic, caretaker party through promises like free education, free medical
treatment, free electricity up to 300 units and Rs 1,000 monthly stipend to women above 18 years. It also
reformulated the discourse on jobs with a call to the youth to become job providers and not job seekers.
• The party’s manifesto also promised schemes that catered to farmers, traders, students, Dalits, women,
industrialists and other groups, instead of a traditional manifesto, which, by definition, is a declaration of
principles, policies, intentions and ideological commitment.
• The AAP reached out to the footloose voters looking to move away from the status-quoist traditional parties,
ideologically unbound pragmatic floating votes, and young voters. This unnerved the traditional political parties
and their leaders, who were struggling to overcome the massive trust deficit.
• This is a new way of politics. The AAP labelled the traditional parties as anti-Punjab, corrupt, and non-performing.
It presented itself as trustworthy without any historical baggage as an advantage and showcased its ‘Delhi model’
of governance; portrayed itself as a party of ‘change’, bereft of any identity politics, and distanced itself from the
issues, such as, secular nationalism, national security, and agrarian crisis.

13. 5
• Founder : Amit Khatri & Gaurav Khatri
• Founding Year: 2014
• Revenue : Rs. 430 crores FY021
• Target Group : Tech-savvy millennials
• Sector : Consumer Electronics

14. Analysis & Branding Strategies
• GoNoise began by selling smartphone cases after the founder sae the smartphone revolution.
• The duo partnered with Chinese manufacturers to create the smartphone covers, which they sold in India.
• The duo partnered with Chinese manufacturers to create the smartphone covers, which they sold in India.
• The success reflected in increased revenue from Rs 72 Crore in the fiscal year ended March 2018 to Rs 430 crore in
the fiscal year 2020.
• The startup roped in cricketer Rohit Sharma as an ambassador and launched NoiseFit Fusion, a full-touch hybrid
smartwatch.
• The strategy is to create a popular homegrown consumer technology brand that sells outside India.
• Noise targets urban millennials between the ages of 18 and 35 as early adopters of technology.
• The brand is expanding into Tier II and Tier III markets through small scale shops and stores.
• Their offline retail strategy has received a positive response. In seven months since offline launch, the segment
has contributed 10% of the total sales.
• The company is looking to partner with large retail stores with aims to reach Rs 500 crore in annual net sales by
2022.

15. 6
• Founder : Vineeta Singh & Kaushik Mukherjee
• Founding Year: 2012
• Revenue : Rs. 186 crores FY021
• Target Group : 18-25 age group Women’s
• Sector : Beauty & Personal care

16. Analysis & Branding Strategies
• SUGAR Cosmetics is one of the fastest-growing makeup and beauty startups in India.
• The brand launched in 2015 with products aimed at young Indian women aged 18 to 25.
• The brand products last long in all weather conditions and are compatible with Indian skin tones.
• Its products are available at Shoppers Stop, Lifestyle, Central, Health & Glow, and NewU.
• With 2,500 + retail locations in more than 130 cities, It builds a massive distribution network.
• The company established its presence in Russia and in the United States
And they plan to expand their retail presence in other countries, apart from India.

17. Continued……
• The brand began by launching a line of matte crayon lipsticks and matte liquid eyeliner.
• Then expanding its product line by adding high pigment, long-lasting and matte finish lipsticks and
kajal.
• The brand carved a niche in the Rs 600-700 Rs price segment,
With their lips category accounting for over 65% of sales, while the rest by their face and eye
categories.
• SUGAR focuses on performance marketing, influencer collaborations, and content-driven marketing
to attract customers.
• Other activities include print/radio advertisements, collaborations with like-minded brands and
event participation.
• The brand has generated an income of Rs 100 crore in FY2020,with over 650K Instagram followers
and 2 million monthly visits to its website.