Brand Association Mapping for Spykar

1. Integriti
Economical
Colt
Allen Solly Fastrack
Arrow
Formals
Accesories
Confidence
Wrangler Student
Pepe Urbane
T-Shirts
College Fests
Youth
Lee
Stylish
Killer
Rebellious Youngester
Comfortable
Denizen Attractiveness
Jeans
SPYKAR Smartphone
Levis 501 Quality Social Media
Denims Online Shopping
Shirts
Flying Machine Funky Outgoing
Premium Youth
Trendy
Skinny
Levis Strauss Signature
Cool
Jackets Wrangler
Party Wear
Provogue
Shorts Sweat Shirt
Adidas

2. Brand Association Map – Insights
Competitive Threats:
Killer is the prominent competitor with an almost similar attitude and branding for the youth.
Denizen is middle range brand by Levis to capture the lower end of the Premium segment without loss of its Brand Equity in India.
This brand is characterised by comfortable, stylish and value for money apparel backed by the name of a big brand powerhouse
label. Thus making it threat number 2 on our list for Spykar.
Integriti (from the house of Killer) and Colt (from Flying Machine) are two inexpensive brands that cater to the market segment of
youth with low spending power. With time the brand will start moving towards the upper segment and can prove to be dangerous
to Spykar. Launch a fighter brand with a low priced label to tap the large youth mass market with less spending power
Opportunities:
Party wear for the youth (Premium)is one segment that is being catered mostly by Provogue, an exclusive line up of party wear for
Spykar can be strengthen its brand equity and market share.
Launch of a Launch a range of accessories – Belts, Wallets, Caps, Watches (tie up with a partner), footwear to superimpose the brand
characteristics in the minds of the consumers.
The focus of the company should also include the “People doing there first jobs”(youth + Buying Power), a slight change from its only
youth segment orientation (Currently ideal customer is an outgoing teen undergraduate student with a smartphone and active on
social media ).
A sub brand focusing on the children from ages 6-15 apparels segment.
Women segment the range is limited should focus on this area to include more new styles and SKUS
Start a Company owned Ecommerce online selling as an alternative channel to brick and mortar stores, and get a share in the e-
tailing business. As opposed to the current sales of the brand through mantra, jabong and other online stores. It will increase the
brand equity and the interaction of the company with the consumers. Thus allowing for a two way communication, increasing the
touch points and help reinforce the brands in the minds of the consumers.
Team Reverb
Sagar Naveen Zalavadiya
VGSOM – IIT Kharagpur