ASIAN BUSINESS SCHOOL, NOIDA
PGDM IV SEMESTER
Session 2024-25
PGDM M03 – Product and Brand Management
Case Study 1
CO Attained: CO2, CO3
PO Attained: PO1, PO2, PO4, PO6
Date of Assignment: 28/01/2025 Date of Submission: 05/02/2025
Submitted to: Submitted by:
Prof. Akanksha Jaiswal (Khushi Chaudhary)
(ABS/PGDM/23/204)
ASIAN BUSINESS SCHOOL, NOIDA
SESSION 2024-25
PGDM M03 – Product and Brand Management
CASE STUDY 1
Competing in a Global Market: The Journey of "DesiWear"
Date of Assignment: 28/01/2025 Date of Submission:
05/02/2025
Max Marks: 20
Course Outcome Mapped
CO2: Create distinctive brands that resonate with target audiences, creating lasting
impressions and fostering brand loyalty. (PO2)
CO3: Design marketing programs to build and enhance brand equity. (PO6)
Program Outcome Mapped
PO1: Apply knowledge of management theories and practices to solve business
problems.
PO2: Foster Analytical and critical thinking abilities for data-based decision making.
PO4: Ability to understand, analyze and communicate global, economic, legal, and
ethical aspects of business.
PO6: Application of Management Concepts to develop required skill set & develop
effective communication skills.
“DesiWear, an Indian ethnic apparel brand, aims to expand into global markets, specifically
targeting the U.S. and U.K. However, the brand faces competition from established foreign
brands offering similar products at competitive prices. DesiWear is known for its use of eco-
friendly materials and unique Indian craftsmanship.
To establish itself, the brand identifies key Points of Difference (PODs) like sustainable
practices and cultural authenticity. It also emphasizes Points of Parity (POP) by ensuring
product quality and competitive pricing.
Despite its efforts, DesiWear struggles to establish a strong foothold. Customers in the global
market are unfamiliar with the brand, and the marketing campaigns fail to convey its unique
value proposition effectively.”
Questions (10 Marks Each)
1. Analyze how DesiWear can better position its brand in the global market by refining
its Points of Parity and Points of Difference. What strategies can the brand use to
establish its values and vision?
2. Design a marketing and communication program to build DesiWear’s brand equity
globally. How can leveraging social media enhance the brand's customer experience?
Please do not put pics and screenshots. All assignments must be properly typed using
the format of this file only.
Brand Positioning: Refining POPs and PODs for Global Markets
To better position DesiWear in the U.S. and U.K., the brand needs to enhance its Points of
Parity (POP) to meet global consumer expectations while strengthening its Points of
Difference (POD) to stand out from competitors.
Refining POPs (Meeting Industry Standards)
Product Quality: Ensure high-quality stitching, durability, and comfort, similar to
global competitors.
Competitive Pricing: Offer pricing comparable to brands like FabIndia or Indya but
with added value (e.g., customization or limited-edition collections).
Logistics & Availability: Ensure reliable international shipping, hassle-free returns,
and availability on major e-commerce platforms like Amazon, ASOS, and Zalando.
Strengthening PODs (Creating Differentiation)
Eco-Friendly Materials & Sustainability: Use certifications (e.g., GOTS for organic
cotton, Fair Trade) to appeal to environmentally conscious global consumers.
Cultural Authenticity & Craftsmanship: Emphasize “Made in India” authenticity
by showcasing traditional weaving, embroidery, and hand-block printing techniques.
Storytelling & Heritage: Position DesiWear as a lifestyle brand with deep-rooted
Indian heritage, similar to how Japanese fashion brands highlight their culture.
Brand Strategy to Establish Values & Vision
Brand Narrative: Develop a compelling brand story around sustainability and
authenticity, ensuring this is consistently communicated across all marketing
platforms.
Celebrity & Influencer Collaborations: Partner with Indian-origin celebrities in the
U.S. and U.K. (e.g., Priyanka Chopra, Mindy Kaling) and global eco-conscious
influencers.
Experience-Based Marketing: Introduce pop-up stores at cultural events (e.g.,
Diwali festivals in London, Holi festivals in New York) to create brand engagement.
2. Global Marketing & Communication Strategy
Brand Equity Building through a Strategic Marketing Approach
1. Targeted Digital Marketing Campaigns
o Create content emphasizing sustainability and cultural authenticity.
o Use Google Ads, Facebook Ads, and TikTok targeting South Asian
communities and eco-conscious consumers.
2. Leveraging Social Media for Brand Awareness & Engagement
o Instagram & Pinterest: Showcase product aesthetics with reels of artisans at
work.
o YouTube & TikTok: Run storytelling campaigns (e.g., “From Weave to
Wardrobe” series).
o Influencer Partnerships: Collaborate with fashion bloggers in the U.S. and
U.K. for unboxing, styling guides, and cultural awareness videos.
o User-Generated Content: Encourage customers to share pictures wearing
DesiWear using a hashtag campaign (#WearDesiGlobal).
3. Omnichannel Retail Strategy
o List products on major global marketplaces (Amazon, Etsy, Selfridges,
Urban Outfitters).
o Open pop-up stores in high-footfall areas like London’s Oxford Street and
NYC’s Soho.
o Offer limited-edition collaborations with Western designers to blend Indian
and modern fashion.
4. Customer Engagement & Experience Enhancement
o Personalized shopping experience through AI-powered recommendations on
the website.
o Virtual try-on features using AR (Augmented Reality).
o Loyalty programs offering discounts and early access to new collections.
