Brand Audit for Marketing

1. BRAND AUDIT OF SHOPPINGBAG
Submitted To:
Submitted By:

2. TABLE OF CONTENTS
Chapter
No.
Title Page No.
1. Objectives, Scope& Approachof Brand Audit
2. Brand History of Cadbury Dairy Milk
3. Introduction to Confectionary Industry
4. Consumer Analysis
5. Brand Inventory
5.1 Brand Elements, POP & POD, Marketing
Programs
5.2 Branding Strategies
5.3 Brand Portfolio
5.4 Competitor’s brand inventory
6. Brand Exploratory
6.1 Customer Knowledge, Sources of Brand
Equity, Mental map
6.2 Brand Positioning
7. Summary of Competitor Analysis
8. SWOT Analysis
9. Brand Equity Evaluation
10. Recommendations & Conclusion
Appendix (Questionnaire)

3. ABSTRACT
The reason that our group chose an E-Store “Shoppingbag” for the Brand Audit is
that it provides us with ample scope to study the various aspects of Branding like
Communication Strategies, Innovative Ad Campaigns, and Emotional Connect
with Consumers, Brand Repositioning, and Rebranding etc.
We will study the evolution of an E-Store “Shoppingbag” by focusing on
following Aspects:
Redefining of E-Store segment
Its journey from "meant for kids” to “meant
for everyone”
Its all time association with Online purchasing
Its innovative & interesting Ad campaigns

4. OBJECTIVES OF BRAND AUDIT
To analyze the strength of Shoppingbag
in the E-Store segment.
To understand different branding and
marketing aspects of Shoppingbag
To have an detail analyses of customer’s
loyalty towards Shoppingbag

5. SCOPE & APPROACH OF BRAND AUDIT
Scope & approachof Brand Audit of an E-Store “Shoppingbag” is to
understand:
Communication
Strategies
Innovative Ad
Campaigns
Emotional Connect with
Customers
Brand Positioning

6. BRAND HISTORY
Shoppingbag is a new e-commerce business dedicated to bringing over a million brand name
products from the U.S. and other Western countries right to your doorstep. Shoppingbag, is the
largest online marketplace of Pakistan aims on providing a single platform to
buyers and sellers across the globe to buy/sell products with the ease of a few
mouse-clicks. Shoppingbag has multiple e-commerce domains spread across
many countries worldwide. Backed by the world's largest Internet
incubator, Rocket Internet, this online marketplace has been successful in
generating substantial amount of traffic on all its domains worldwide.
Analytical
Laboratories
Advertisement &
Cost Offices
Sales Department
Works Committee
Medical
Department
Education &
Training for
employees

7. OPERATIONS
“Shoppingbag”operations are carried out in many countries. Few of them are:
United Kingdom
Canada
Japan
United States
Australia
New Zealand
China

8. INTRODUCTION OF E COMMERCE INDUSTRY
The e-commerce industry is profoundly impacted by the rise of social networks
and the proliferation of mobile devices at an enormously large scale. Since mobile
devices such as smart phones and tablets have made a vast number of choices and
plenty of information available at fingertips, consumers are leaving behind traces
and records oftheir behaviors, preferences and interests; and this report aims to
capture and analyze all these trends. As modern e-commerce strategies across the
globe are a result of the online activity of consumers and the resulting data record,
it is a good idea for current as well as future e-commerce entrepreneurs to study
this report and consequently craft effectual strategies for their online businesses.
The market dynamics mentioned in the report are at the epicenter of key
developments that we believe, define the e-commerce trends for the modern day
and provide a sound basis for future forecasting.
“Shoppingbag” offers a wide range of categories and products (remember, over
one million products), including:
Beauty products
Tools
Electronics
Cell phone
accessories
JewelryWatches
Toys

9. CONSUMER ANALYSIS
MarketSegmentation:
Demographic:
Age and Life Cycle: Through the research conducted by “Shoppingbag” and the
facts collated, it can be observed that the younger population - between 18-34
years - is most actively involved in e-commerce trade, as compared to the rest of
population. Moreover, those falling between the age brackets of 25-34 years
account for the highest number of users, with the 18-24 bracket falling at second
place. One of the most significant reasons for this observation is the fact that
people above the age of 35 are less inclined towards technology and its uses,
whereas youth between 18-34 years are at forefront of the technological revolution
and are more open towards online shopping.

10. Gender: Gender doesn’t matter. “Shoppingbag” is an E-Store for all types of
persons whether male or female, who like online shopping. If we look at the
overall e-commerce activity in terms of gender and compare the males vs females
ratio for e-commerce in Pakistan, we can observe that out of the total e-commerce
activities carried out, 70% comprised of males, with females involved in only 30%
of the total. However, if we compare the average e-commerce conversion
rate1 between the two genders, we will be amazed to figure out that it was nearly
similar.
Income: The price of products in “Shoppingbag” is reasonable and affordable. So
a person does not need to think much before purchasing it. They can easily buy it
any time when they want to buy.
Behavioral:
New vs Return Traffic: While conducting analysis of Pakistan's e-commerce
trends with respect to user behavior, it has been concluded that the conversion rate
of returning visitors has remained double than the first time visitors. To be more
specific: it is 98.5% more than that of the new customers.

11. Moreover, the average session duration for the new visitors is 3 minutes, whereas
for the returning visitors, it is 5 minutes. There are several reasons for high session
time7 and better conversion rate for return visitors. A few important reasons are:
Brand loyalty - Regular buyers: Returning visitors are brand loyal, spend more
time browsing products, and are keen towards making a purchase as compared to
the new visitors.
In some cases, return customers make up their minds during or after the first visit
and the purchase process is carried out in the second orthird visit, resulting in
a higher conversion rate for return visitors.
Serious buyers are found frequently comparing products and browsing websites for
better options & price.
The buying process takes a bit more time.
User Type Sessions8
Avg. session
duration
E-commerce
conversion rate
New visitor 56% 00:03:00 1.20% - 1.60%
Returning visitor 44% 00:05:00 2.60% - 3.00%
New visitors: First time visitors, tracked using browser cookies.
Returning visitors: Users, who were visiting the website again using the same
device, tracked using browser cookies.
SessionTime: The time a visitor spends on a certain website.
Sessions:Number of times users visited websites. Forexample: If a user visited a
website three times, then it would be counted as three sessions. If five users visited
a website seven times, it will be counted as seven sessions.

12. Out of the total e-commerce visits in a year, 56% are estimated to be new visitors,
whereas the remaining 44% are returning visitors. One of the reasons for
considerably good percentage of returning visitors is the low number of e-
commerce competitors in Pakistan.
Occasions: To purchasing from “Shoppingbag” no special occasions are required.
People can easily purchase it on regular basis also if they need it. Also occasions
such as Eid have witnessed increase in sales of products of “Shoppingbag”
User Status: There are mainly the regular users found in the user status of online
shopping through “Shoppingbag”. By classifying modern day e-commerce trends
in Pakistan with respect to users' interests, Kaymu observed that technophiles3 lead
the list with 8% of the total e-commerce activity in the country, followed by movie
lovers at 7%, music lovers at 6%, shutterbugs4 at 5%, TV lovers at 5%,
entertainment & celebrity news junkies at 4%, avid readers with 4%, sports fans at
3%, shopaholics / shoppers at 3% and political junkies with 3% share of the total e-
commerce activity across Pakistan.
There are several other classifications that consist of less than 3% share of the
shopping profile. The following graph shows more than 50% of the major affinity
categories for e-commerce in Pakistan.

13. Technophiles:People who are enthusiastic about new technology.
Shutterbugs: Enthusiastic photographers, who love to take and upload pictures.
Work around photography and may also work as professional photographers.
Movie Lovers: People who love to watch movies on a regular basis, are up-to-date
on upcoming movies and have in-depth knowledge about movie celebrities.
Music Lovers: People interested in a specific type of music genre (for example:
rock, trance, classical, or pop), watching movies, are up-to-date with music
industry news and events.
TV Lovers: People who follow television dramas and shows on a regular basis.
Geographic:Lahore being the capital city of the province of Punjab and the
cultural heart of Pakistan, prevails the list of yearly e-commerce activity in the
country with 21% of total traffic, and is closely followed by Pakistan's largest
metropolitan city Karachi at 20%. Islamabad (the capital city of Pakistan) and
Rawalpindi, which are collectively less, populated as compared to Lahore and
Karachi, stands at third place with 15% of the country's total e-commerce activity
each year. Other cities with the highest inclination towards e-commerce following
Lahore, Karachi and Islamabad include Gujranwala, Sialkot, Multan, Faisalabad,
Peshawar and Rawalpindi respectively.
More than 50% of the e-commerce transactions are carried out in three major
areas of Pakistan.
- Lahore
- Karachi
- Islamabad & Rawalpindi

14. BRAND INVENTORY
BRAND ELEMENTS:
Brand Name
Owner Name
Logo `
“Shoppingbag” is a new e-commerce business dedicated to bringing over a
million brand name products from the U.S. and other Western countries right to
your doorstep!ShoppingBag hopes to be the place you always use when you shop
online in Pakistan. There are many branding elements which have resulted into
consistent result of its success. Fewmore Branding Elements are as given below:
Color
• In Pakistan, the only Bag shown in Black with Shoppingbag written on it,
indicates E-Store Shoppingbag.
Insigni
a
• Packaging which introduces bag shows the relation of purchasing through
shopping.
Logo
• Logo which comes on the packaging, black bag indicates Shopping bag
written on it in blue and green color.
Shoppingbag
Aamir Noman

15. MARKETING PROGRAMS OVER THE YEARS
The Shoppingbag marketing team has spent a considerable amount of time
selecting items that are popular in the West. They focus on more than just what's
new and cool. The team continually searches for both domestic and import
products in order to bring the best consumer goods directly to you.
COMMISSIONS AND PAYMENTS
Benefits:
 Commission upto 11%
 You get commission if the customer purchases within 30 days of clicking
 Payment via local bank transfer
 Premium commission possible
 Full supportfrom our team at any time
 Regular promotions - More money for you
 Keep an easy overview of your payments through Quality Click interface
HOW IT WORKS:
Concept as an affiliate you promote the products and get a commission with every
order!
Who can participate? Everybody with own website, blog or just a Social media
account (Facebook, Twitter, Google, etc)
1. Join affiliate
2. Find product
3. Promote product
4. Track sales
5. Earn commissions

16. POP AND POD:
POD:
 Goodwill/ emotional connect with Pakistani consumers
 Generic name in the Pakistani online shopping segment
 Campaigns are directed at kids as much as at adults
 Excellent distribution system, in Pakistan specifically
 3 layer packaging
POP:
 Good quality products
 Online shopping legacy
 Variants such as watches, glasses and accessories etc.
 Constant innovation in marketing campaigns

17. BRANDING STRATEGIES
Distribution strategy:
Pakistani market & specifically urban areas where the penetration of E-Shopping is
increasing, brings a need for efficiency in logistics & distribution. Shoppingbag is
easily available anywhere when we need it. Still, the supply chain of Shoppingbag
is very good. Also it is quality conscious. So the two main types of benefits given
by Shoppingbag are supply and quality.
Pricing strategy:
Since Shoppingbag is positioned towards a very large audience from ages 18-34
years, the pricing strategy is extremely affordable and easily accessible to all
categories. Hence prices range from Rs.100 to a Maximum of Rs.100000 in
different sizes.
Targeting:
The prospective customers of Shoppingbag have changed from youngsters to
every age – including family members to celebrate any occasion by using the
products of Shoppingbag.

18. BRAND PORTFOLIO
The Shoppingbag Brand alone accounts for approximately 10% of total E-Store
Sales. It has made E-Store the bestconfectionery brand in the market. Currently in
Pakistan, Shoppingbag has many sub-brands under its name. They are;
COMPETITOR’S BRAND INVENTORY

19. BRAND EXPLORATORY
Customer Knowledge
Shoppingbag has been trying to get out of the image of” Just another E-Store” and
become something special in the minds of the people. They have also been trying
to position themselves as Online shopping for all age groups and not just
youngsters. The campaign has successfully created a picture in the mind of the
customers that Shoppingbag is not just an E-Store but means of getting value.
Sources ofBrand Equity:
Brand
Image
Consumer’s
Taste and
Preference
Brand
Awareness
Emotional
Connect

20. The main sources of Brand Equity are Brand Awareness and Brand Image.
Shoppingbag not only enjoys high levels of Brand Awareness but Unaided Brand
Recall. This level of recall is generated when Shoppingbag enjoys the Top of the
Mind effect. The brand image of Shoppingbag plays an important role in building
the Brand Equity of Shoppingbag through the medium of unique brand
associations.
These associations based on the Brand Perception segment in the analysis, are
favorable as consumers relate to it as a shopping for every occasion/ celebration.
Right from the “We serve you better and timely”. Shoppingbag has managed to
create strong, unique, favourable brand associations in the minds of the consumers
which is commendable.
To assist its brand recall and brand image are strong supports that Shoppingbag
receives from the robust distribution system (availability) and memorable
packaging which only adds to the brand associations for Shoppingbag and help
build its brand equity. This product has built such a brand image that it has
attracted the consumers so they will not like to switch over to other brands
especially since they are competitively priced which aids consumer preference
even more.
Other sources of Brand Equity for Shoppingbag are:
1. Emotional Connect
2. Consumer’s taste and preferences

21. BRAND POSITIONING
Shoppingbag positioned nationwide as the perfect expression of love – family,
friends, etc. Across the various campaigns Shoppingbag is positioned as a
spontaneous brand that is carefree, for special as well as real moments in life.
There is no over the top exaggeration but the positioning has always been to
connect with consumer. In fact Shoppingbag is synonymous world over with
online shopping and hence the marketing program always focuses on the
positioning in order to be a part of the consumers regular consumption at any given
point in time to include as many occasions as possible.
Shoppingbag has smartly positioned itself keeping in mind all 4 P’s of
marketing:
• Product
• Price
• Place
• Promotion
Constituents of Brand positioning of Shoppingbag:
 Means of celebration
 Consistent value
 Consistent quality
 Sharing happiness with the dear ones
 Occasional product

22. SUMMARY OF COMPETITOR ANALYSIS
COMPANY BRAND PORTFOLIO
(confectionery products)
Daraz Samsung, Lenovo, Infinix, Bata, Origins,
Gul ahmed, Huawei
Kaymu Samsung, Lenovo, Apple, Huawei, Raybin,
Lewis, Swiss watches
Homeshopping Apple, Huawei, Q Mobiles, Don Carlos,
Orient, Grey, Playboy perfumes
Pakstyle Ajmal Perfumes, Casio Watches, Curren
Watches, Rado Watches, RayBan

23. SWOT ANALYSIS
Strength Weakness
 Shoppingbag has been able to
establish a clear and consistent
Brand Image over the years.
 Shoppingbag is somewhat
lacking in other emerging
markets. It has strong command
over its brand image in Pakisatn
But other places it is lacking.
 Shoppingbag has huge
command over its distribution
network spanning across
Pakistan.
-
 Shoppingbag also enjoys a
great Brand Recall value when
comes to Bag with Shopping.
-
Threats Opportunities
 Increasing competition from
local brands is biggest threat to
Shoppingbag
 To introduce free home
delivery for every product is
biggest opportunity for
Shoppingbag.
 Highly price sensitive nature
of the industry.
 Shoppingbag can innovate
more by bringing international
products so that is also gets an
opportunity to compete with
this threat as well.

24. BRAND EQUITY EVALUATION
CBBE pyramid:
All age groups,
celebrations,
special
occasions,
history
Very High Awareness:
High Brand Loyalty,
high no. of repeat
purchases
High quality
packaging,
reasonably
priced
Well trusted
brand, good
gifting option
Supreme taste
and quality