Abstract:
In a market cluttered with brands of every color, size and shape, being heard requires far
more effort than designing catchy logo and a musical mantra. Branding in today’s world
is an art and a science at the same time. Using a good blend of tools and techniques to
market your brand is the only way to stand out. A mistake in the choice of right IMC
element can cost a brand its life. The project critically appraises the choice of IMC tools
for a new Tea Whitener, Tarang, in the market and tends to analyze the factors that are
costing this brand its life.
A detailed analysis of the launch campaign for the product is carried out and all the
efforts for brand activation are investigated in the light of their meaningfulness for the
target segment. The research incorporates a survey on the market response for the efforts
in creating brand awareness by the makers. Performance of the brand in relevance to its
sister brands is also undertaken as a study dimension.
Finally, the project brings forward the strategic focus of the brand by applying multiple
brand management and evaluation tools to it. The research can be used as a foundation
stone for any future analysis of the same brand.
