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Prerana Kohli
preranakohli@gmail.com | Strategic Design Management | PGDPD
Strategic Design Management: Inputs for Bharti-Wal-Mart’s Market Entry Strategy
Sponser: Bharti Retail Pvt. Ltd., New Delhi
Guide: Krishnesh Mehta
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Keywords
Brand creation
Organised retail
Indian customer
Strategy formulation
For my diploma project, I had the privilege of working with the retail brand, Bharti-Wal-Mart. The company was in the process of creating a suitable market entry strategy based on an understanding of the Indian customer and decided to use the diploma project concurrent to this project for the purpose of strategic design management inputs in strategy formulation. I was to provide strategic design management inputs for the brand creation process.
The brand building exercise began with the challenge of getting to know the market for organized retail in India and identifying the target group for the brand. The research included both primary and secondary research and the methodology used was both qualitative and quantitative. Once I gathered a detailed understanding about the Indian shopper, I articulated a brand positioning strategy with assistance from a reputable advertising agency.
The next phase involved the creation of communication that would detail the target group’s tastes and preferences with respect to organizational functions and help to bring the brand to life. The third phase involved the determination of a strategy to gain the loyalty of customers and make this an integral part of the brand’s purpose from the start.
Being inducted as a member of the brand strategy team allowed me to explore both the retail and brand development areas in great depth. The limited time period did not allow for viewing the execution of the strategy; however, experiencing the creation of a market entry strategy on such a scale provided priceless learning. The large scale of operations required following a defined approach towards the brand building exercise. At the same time, a small and close-knit marketing team allowed for a free flow of ideas and flexibility in the various processes we handled.
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