Bridgestone (Tyres)

Groups are expected to undertake a desk research as well as field study comprising of market
audit and a short consumer/customer research to ascertain following: i) Is the brand’s
strategy in sync with its eco-system? (Competitive scenario, technological scenario,
Government policies, consumer preferences, global trends, etc.); ii) Has the brand effectively
captured its competitive advantage in its strategy?; iii) Are the brand’s strategy and execution
in sync with each other?; iv) Is the brand able to connect effectively with its target group and
communicate value?; v) Are consumer perceptions of the brand in line with desired
perceptions?; vi) Is the brand able to create desired market standing- value/volume
leadership, etc.?; vii) Is the brand managed well over time, keeping its value(s) intact and in
tune with times?

Based on the above study, groups are expected to do a detailed and critical gap analysis
between the desired and actuals so as to highlight grey areas of the brand that can be eye
opener w.r.t. the slippages and shortcomings. Once this diagnosis is done, the groups are
expected to draw out a comprehensive strategic brand plan aimed at course correction. The
entire report is expected to reflect the students’ understanding and perspective of the selected
brand rather than quotes and opinions expressed by ‘experts’.

Since all brands available for this assignment are live brands, the groups are expected to
function as ‘Brand consultants’ and do real time study so as to recommend practical and
feasible solutions. Groups are also advised to refer to the course outline (available on ERP)
and follow class notes (up to 17thsession) to ascertain the scope of this assignment. In order
to make the assignment more meaningful, groups are encouraged to discuss its finer aspects
with faculty from time to time.

The final report is expected to be crisp and to-the-point- like a proposal to the client, and not
a ‘content heavy’ report with cuts and pastes from the internet. The report is expected to
be not less than 4 pages and not more than 20 pages, including cover page (report to be printed
on both sides of A4 sheets- penalty for not adhering to this) and contain at least the following:
i) group’s critical findings; ii) solution(s)- Strategic Brand Plan; iii) time-lines for
implementation; iv) investment plan for implementation of brand strategy; v) expected
outcome in the form of- top line, bottom line, price premium and/or market share and; vi)
future brand strategies.

There is a due weightage to presentation of the report in addition to the quality of contents.

Disclaimer: This assignment is part of the Brand Management course offered by Prof Rajeev Kamble at IMT-Nagpur. The scope of this assignment
is only to make students of Brand Management understand nitty-gritties of real time Brand Management. This assignment, in no way, is attempted
to make comments on the strategies adopted by practitioners.