Answer # 01:

In order to launch Nankhatai as a brand, the VALS Segmentation Model is used in

order to appeal to the following consumers for purchasing;
Achievers:
Since achievers have high resources and one active consumers in market place, and
when any brand rises in the market, they quickly adopt the brand. Therefore, they
may move for a trial purchase of biscuit Nankhati.
Strivers:
Since they are impulsive consumers because of their financial circumstances allow
it. Therefore they may step ahead for trial purchasing of Nankhati.
Experiences:
They are early adapters and spread heavily on food and other socialization. Being
the impulsive consumers, they may move for trial purchasing of Nankhatai.
Innovators:
Since biscuit Nankhatai is an expensive product and it is out of reach of low income
people. Therefore innovators may move for a trial purchase in order to show their
self esteem, traditional taste and status.
Answer # 02:
Factors and information used for target market:

Nankhatai is consist of right ingredients in order to create its original and

traditional taste without any premium.
Grooved trays are used in order to avoid disintegration of biscuits and
retaining its freshness.
Gold and red colors are used in the packaging in order to attract the impulse
buying customers to feel a touch of royalty.
Mughal era is shown by a child flying a kite, people on horses in mughal
dresses and lohare forte in the backgraound.
Tradiotional taste is illustrated by the tag line Riwayat se jura maza
The brand is available in 4 different SKUs with different prices in order to
attract the low income segment for trial purchasing.

Marketing campaign:
Marketing campaign of the brand is done through BTL marketing strategy at the
retailers location in order to take advantage of peoples tendency to purchase
product impulsively to generate additional revenue.

In stores promotions are done by product demonstration, product sampling, point of

sale display, sign boards, banners and print media.

Answer # 03
3 reasons of Success
First mover advantage
No competitor
Available in 4 SKUs

3 reasons of failure
New competitors
Lack of ATL campaign
Maintaining Brand image

First mover advantage: since market awareness and consumer demand for
Nankhatai already exist, this brand maintain the 1 st movers advantage indicating
the success in the market
No competitor: Currently Nankhatai has no competitors in the branded biscuit
category
Available in 4 SKUs: Brand is available in 4 SKUs with different prices in order to
attract all social classes.
New competitors: new competitors are trying to launch the similar brand that can
be threat for Nankhatai to acquire its customers.

Lack of ATL campaign: Nankhatai has not conducted any ATL activity till now and if
the new competitor launches their product through TVC then it may be alarming
sign for Nankhati. Beside due to lack of TVC many people are unaware of the brand.

Maintaining Brand image: it is a continuous challenge for Nankhatai in order to get

the right ingredients to create its original taste, as the market is already awareness
and demanding