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Academic Year
2010-2012
III Semester
Subject: - Product Management
Topic: - FMCG – Ice-cream Industry
Project submitted to
Prof. Nikhil Rao
Group No. 1
Team Members:
Sr No Name Roll No.
1. Kishore Acharya A-1
2. Ankit Dalal A-14
3. Omkar Dalvi A-15
4. Vishal Mankar A-35
5. Amar Poojari A-45
6. Rai Manipat Ray MKt-53
Introduction
Ice cream is a frozen dessert usually made from dairy products, such as milk and
cream, and often combined with fruits or other ingredients and flavours. Most
varieties contain sugar, although some are made with other sweeteners. In some
cases, artificial flavourings and colourings are used in addition to (or in replacement
of) the natural ingredients. This mixture is stirred slowly while cooling to prevent
large ice crystals from forming; the result is a smoothly textured ice cream.
The meaning of the term ice cream varies from one country to another. Terms
like frozen custard, frozen yogurt, sorbet, gelato and others are used to distinguish
different varieties and styles. In some countries, like the USA, the term ice cream
applies only to a specific variety, and their governments regulate the commercial use
of all these terms based on quantities of ingredients. In others, like Italy and
Argentina, one word is used for all the variants. Analogs made from dairy
alternatives such as non-bovine milks or milk substitutes are available for those who
are lactose intolerant, allergic to dairy protein, and/or vegan.
Though India has a low per capita ice cream consumption of 300 ml per
annum, the trend is slowly changing due to a number of reasons. The ice cream
industry in India is worth Rs. 2,000 cr. The industry can be divided into the branded
market and the unbranded market. The branded market at present is 100 million
liters per annum valued at Rs. 800 cr. In 2008-09, in the branded ice cream market,
Amul held the number one spot, with a market share or 38%, followed by Kwality
Walls at 14%, Vadilal at 12% and Mother Diary at 8%. The per capita consumption of
ice cream in India is approximately 300 ml, as against the world average of 2.3 liters
per annum. Vanilla, Strawberry and Chocolate together constitute approximately
60% of the market.
The ice cream industry has traditionally grown at a healthy rate of 12% year-
on-year. The growth in Ice cream industry has been primarily due to strengthening of
distribution network and cold chain infrastructure. Channels such as Mobile Vending
Units have been increasing year on year to reach out to a larger set of consumers.
Besides, consumers also have the choice of trying out varied product offerings from
different brands to keep them excited.
Product Management 2
FMCG market
Ice cream market in India
FMCG are products that have a quick shelf turnover, at relatively low cost and
don't require a lot of thought, time and financial investment to purchase. Everything
from toothpaste to processed foods
and health drinks to body care
products comes from FMCG or
alternatively called as consumer
packed goods. Three of the largest
and best known examples of Fast
Moving Consumer Goods companies
are Nestle, Unilever and Procter &
Gamble.
The Indian FMCG sector is an important contributor to the country's GDP. It
is the fourth largest sector in the economy and is responsible for 5% of the total
factory employment in India and captures a market capitalization of around 60,000
crore rupees .This has been due to liberalization, urbanization and increase in the
disposable incomes and altered lifestyle of the people. The lower-middle income
group accounts for over 60% of the sector's sales and rural markets account for 56%
of the total domestic FMCG demand. FMCG sector is expected to grow by over 60%
by 2011 and by 2015, the sector is predicted to scale up to US$33.4 billion.
Product Management 3
Indian summers are synonymous with ice creams. Come summers, and a
number of colorful pushcarts are seen selling the choicest of ice creams in numerous
flavors from the traditional vanilla and chocolate to unusual varieties like Mother
Diary’s Shahi Nazrana. If that doesn’t baffle us then the ice cream range definitely
would, for example the ice cream range for the children would be entirely different
from that for the teenagers or for that matter adults. Or, for those who like to have ice
cream in peace, there are a number of ice cream parlors that are opening shop.
The ice cream market in India is estimated to be around INR 2,000 crores, of which
over 40% belongs to the organized sector growing at about 15% per year. Amul
leads the pack with about 36-38% market share (5% of its total revenues), followed
by Kwality Walls & Vadilal with about 12-14% share each. These players not only
have to fight the small local and cottage industry players, but also the fact that the
Indian cuisine itself offers a large variety of desserts which are still preferred by most
Indians. Due to this reason, the per capita consumption of ice creams in India is
about 300ml per annum, 1.4% of that in US, and 13% of the world average, which
can be seen as a huge opportunity in this sector in India attracting new regional and
national entrants.
However, an issue is the seasonal nature of this industry in India, especially
true for the northern parts of the country. Bulk of the sales happen during the
summer months of April-July, while the sales witness a significant dip during winter
months of November-February. Additionally, the seasonality of events like marriages
affects sales in a big way, although institutional sales provide some cushion. But
what makes the situation worse is low supply of electricity, especially during the high
demand summer months that affects the ice cream stocks. Once the ice cream
melts, it is non-saleable, and drives retailers not to carry enough stocks – not an
optimal situation given the not so favorable situation of cold chain in India.
Half the market is driven by impulse purchase, and rest by family consumption at
home and in-parlour sales. There are niche players in the parlour business, with
Naturals in the west; and then there are premium players like Baskin Robbins and
Gelato.
Brands are coming out with pro-biotic and low fat ice creams targeting the health
conscious consumers, and also new manufacturing processes which reduce air
content in ice creams giving more value for money to the consumers; but the
acceptance for such products is still to be put to a proper test in the market.
Product Management 4
What exactly is defined as ‘ice cream’ under the guidelines? The Prevention of Food
Adulteration (PFA) Rules, 1955 define ice cream as “a frozen product that contains
not less than 10% milk fat, 3.5% protein, 36.0% total solids, and 0.5% permitted
stabilizer and emulsifier.”
The basic steps in the manufacturing of ice cream are generally first blending
the ingredients, pasteurization, and homogenization, aging the mix, freezing, and
hardening. Now, during the hardening process, the ice cream mixture is incorporated
with air. This is done to make the product ‘light’ and ‘creamy’. This is necessary as
without air, ice cream would be like frozen ice. Now the ice cream can contain a
considerable quantity of air, even up to half of its volume. This perhaps makes ice
cream a business with high profit margin.
There are several challenges that affect the industry adversely. As mentioned
earlier, the industry players not only face competition from their competitors, but also
from other like foods. Though changing, consumers still consider ice cream as a
dessert and a side item. Moreover, of the ice cream consumption in India, nearly
60% is accounted to by three flavors of vanilla, strawberry and chocolate. And to be
on the safer side, major players tend play around these flavors only. For big players,
regional competition from smaller players is another major issue.
Another major problem faced by the industry players, especially while expansion, is
poor infrastructure such lack of cold storage and in case of rural penetration, even
erratic power supply becomes an issue.
As the industry, evaluation would indicate the competition is significant. The
70,000 participants is a large number but the more serious challenge comes from the
top six national firms; Amul, Kwality Walls, Havmor, Dinshaw, Vadilal and Mother
Dairy. These top six firms dominate the market and essentially control the organized
market. Detail statistics are not available to indicate market share and these six firms
control 40% to 50% of the urban market. Historically MNC’s have not achieved much
success in penetrating the Indian market. There are a number of possible
explanations for this; the relative embryonic and disorganized nature of the market,
excessive government regulation that included excessive tariffs and the restriction
that imported ice cream could only be sold in hotels, and a highly fragmented and
ineffective media.
Product Management 5
Take-Home Ice Cream Market in India to 2014 (Ice Cream) is a comprehensive
resource for take-home ice cream market data from 2004 to 2014 and
market/company shares for 2008-09.This report also provides data on expenditure
and consumption as well as key distribution channels, and reveals the leading
companies in the Indian take-home ice cream market.
Features and Benefits:
Identify key market segments by analyzing market size data (value & volume)
for the take-home ice cream market
Design business strategies by gaining insight into quantitative market trends
over 2004-09 and expectations for 2010-14
Identify key companies in the take-home ice cream market in India and design
M&A strategies by analyzing market share data
Predict how consumer preferences will change in the future by analysis of
expenditure and consumption information from 2004 to 2014
Product Management 6
Key player
Highlights
The take-home ice cream market in India increased at a compound annual
growth rate of 14.1% between 2004 and 2009.
The dairy-based ice cream segment led the take-home ice cream market in
India in 2009, with a share of 94.6%.
The leading player in take-home ice cream market in India is Gujarat Cooperative
Milk Marketing Federation Ltd.
Amul Ice cream
For any new player to enter this market, three things are critical:
1) Decentralized manufacturing facilities
2) Efficient cold chain
3) Growing market
Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio
consisted of impulse products like sticks, cones, cups as well as take home packs
and institutional/catering packs. Amul ice cream was launched on the platform of
Product Management 7
‘Real Milk. Real Ice Cream’ given that it is a milk company and the wholesomeness
of its products gives it a competitive advantage.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata
and Delhi in 2002. Nationally it was rolled out across the country in 1999.
It has combated competition like Walls, Mother Dairy and achieved the No 1 position
in the country. This position was achieved in 2001 and it has continued to remain at
the top.
Today the market share of Amul ice cream is 38% share against the 12% market
share of HLL, thus making it 4 times larger than its closest competitor. Not only has it
grown at a phenomenal rate but has added a vast variety of flavours to its ever
growing range. Currently it offers a selection of 220 products. Amul has always
brought newness in its products and the same applies for ice creams.
In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice
Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic
Delight & ProLife Probiotic Wellness Ice Cream is created for the health conscious.
Amul’s entry into ice creams is regarded as successful due to the large market share
it was able to capture within a short period of time – due to price differential, quality
of products and of course the brand name.
Product Management 8
Market size
Kwality Walls
Kwality Ice Cream is the pioneer in the Indian
ice-cream manufacturing industry and in 1956
became the first company in the country to use
imported technology for manufacturing ice-
cream on a commercial scale. As the ice-cream
industry exploded in India, in 1995 Kwality
Group joined hands with Hindustan Lever
Limited and then there was no looking back. The Indian consumer market was
introduced to “KWALITY WALLS” – the result of a collaboration between global
brand Walls and the leading Indian ice-cream brand Kwality. Though the two giants
eventually parted ways, the collaboration made Kwality a household name and
created deep in roads for the brand in the consumer market.
Today, Kwality is not just a brand – it is the ice-cream associated with the Indian
summer; it’s the first choice in ice-cream for any child or adult during the scorching
Indian summers. Kwality ice-creams are trusted not only for their rich, creamy
flavours, but also for their trusted quality and nutritious food value.
Product Management 9
Market share
Values above are in Crores
Product Management 10
Amul925
Kwality Walls625Pastonji
125
Vadilal300
Havmor125
Cream Bell75
Mother Dairy325
Market size
Amul Kwality Walls Pastonji Vadilal Havmor Cream Bell Mother Dairy
Brand - Motherdairy
Mother Dairy is Delhi was set up in 1974 under the
Operation Flood Programme. It is now a wholly owned
Product Management 11
Amul38%
Kwality Walls25%
Pastonji5%
Vadilal13%
Havmor5%
Cream Bell3% Mother Dairy
13%
Market
Amul Kwality Walls Pastonji Vadilal Havmor Cream Bell Mother Dairy
company of the National Dairy Development Board (NDDB). Mother Dairy markets &
sells dairy products under the Mother Dairy brand (like Liquid Milk, Dahi, Ice creams,
Cheese and Butter), Dhara range of edible oils and the Safal range of fresh fruits &
vegetables, frozen vegetables and fruit juices at a national level through its sales and
distribution networks for marketing food-items.
Mother Dairy sources significant part of its requirement of liquid milk from dairy
cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers /
growers associations. Mother Dairy also contributes to the cause of oilseeds grower
cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to
nationally market all Dhara products. It is Mother Dairy’s constant endeavor to
(a) Ensure that milk producers and farmers regularly and continually receive market
prices by offering quality milk, milk products and other food products to consumers at
competitive, prices.
(b) Uphold institutional structures that empower milk producers and farmers through
processes that are equitable.
At Mother Dairy, processing of milk is controlled by process automation whereby
state-of-the-art microprocessor technology is adopted to integrate and completely
automate all functions of the milk processing areas to ensure high product quality/
reliability and safety. Mother Dairy is an ISO 9001:2008 (QMS), ISO 22000:2005
(FSMS) and ISO 14001:2004 (EMS) certified organization. Mother Dairy has
Certificate of Approval from Export Inspection Council of India also. Moreover, its
Quality Assurance Laboratory is certified by National Accreditation Board for Testing
and Calibration Laboratory (NABL)-Department of Science and Technology,
Government of India.
Product Management 12
Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of
Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of
66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and
undertakes its marketing operations through around
14,000 retail outlets and 845 exclusive outlets of Mother Dairy.
The company’s derives significant competitive advantage from its unique
distribution network of bulk vending booths, retail outlets and mobile units. Mother
Dairy ice creams launched in the year 1995 have shown continuous growth over the
years and today boasts of approximately 62% market share in Delhi and NCR.
Mother Dairy also manufactures and markets a wide range of dairy products that
include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and most of
these products are available across the country.
The company markets an array of fresh and frozen fruit and vegetable products
under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable
shops and more than 20,000 retail outlets in various parts of the country. Fresh
produce from the producers is handled at the Company’s modern distribution facility
in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of
around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing
plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996
at Mumbai supplies quality products in the international market. With increasing
demand another state-of-the-art fruit processing plant has been set up at Bangalore
with fruit handling capacity of around 250 MT per day.
Mother Dairy has also been marketing the Dhara range of edible oils for the
last few years. Today it is a leading brand of edible oils and is available across the
country in over 2,00,000 outlets. The brand is currently available in the following
variants: Refined Vegetable Oil, Refined Soybean Oil, Refined
Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered
Groundnut Oil. Mother Dairy has also launched extra virgin Olive Oil under the
Daroliva brand
Product Management 13
Lic Lolly DrinkingWaterButterCow
Ice -CreamCurdMilk
MOTHERDAIRY PRODUCT
SWOT Analysis of Mother Dairy Ice-Creams
Strengths: -
1) Established company with a sound foundation
2) Government owned and supported
3) Good Quality products and wide product range
4) Experienced employees
5) Established and recognized sister brands like Safal, Dhara, Chillz etc
Product Management 14
6) Strong Market presence in Delhi and northern regions of the country
Weaknesses: -
1) Not ventured into other parts of the country as quickly as competitors
2) Lack of ready infrastructure in other parts of country
3) Brand is not well recognized in ice-cream segment in Southern parts of country
4) Products priced higher than competitors
5) Factory is too far away from the market
6) Supply is frequently low
7) Lack of Manpower
Opportunities: -
1) General slack in the market due to non-peak season allow for growing at par with
competition
2) Competition has become passive due to elevated status
3) Better technology available to reduce costs
4) New systems can be applied to reduce time and cost, giving a competitive
advantage
Product Management 15
4’ p of marketing
Threats: -
1) Emergence of new private players
2) Competitors employing newer systems
3) Competitors have better distribution network
The term “marketing mix” was coined in the early 1950s by Neil Borden in his
American Marketing Association presidential address. This is one of the preliminary
knowledge every marketer must have and is considered to be the basics of every
marketing theory, which emerged henceforth.
Product Management 16
The basic major marketing management decisions can be classified in one of the
following four categories, namely Product, Price, Place (distribution)
and Promotion.
Product: It is the tangible object or an intangible service that is getting marketed
through the program. Tangible products may be items like consumer goods
(Toothpaste, Soaps, Shampoos) or consumer durables (Watches, IPods). Intangible
products are service based like the tourism industry and information technology
based services or codes-based products like cellphone load and credits. Product
design which leads to the product attributes is the most important factor. However
packaging also needs to be taken into consideration while deciding this factor. Every
product is subject to a life-cycle including a growth phase followed by an eventual
period of decline as the product approaches market saturation. To retain its
competitiveness in the market, continuous product extensions though innovation and
Product Management 17
thus differentiation is required and is one of the strategies to differentiate a product
from its competitors.
Price: The price is the simply amount a customer pays for the product. If the price
outweigh the perceived benefits for an individual, the perceived value of the offering
will be low and it will be unlikely to be adopted, but if the benefits are perceived as
greater than their costs, chances of trial and adoption of the product is much greater.
Place: Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. This may include any physical store
(supermarket, departmental stores) as well as virtual stores (e-markets and e-malls)
on the Internet. This is crucial as this provides the place utility to the consumer,
which often becomes a deciding factor for the purchase of many products across
multiple product categories.
Promotion: This represents all of the communications that a marketer may use in
the marketplace to increase awareness about the product and its benefits to the
target segment. Promotion has four distinct elements: advertising, public relations,
personal selling and sales promotion. A certain amount of crossover occurs when
promotion uses the four principal elements together (e.g in film promotion). Sales
staff often play a major role in promotion of a product
So how does a marketer strategize to attain success in a marketing program,
using these 4 P’s?
Product Management 18
Product Management 19
Brand Personality
A set of human characteristics that are attributed to a brand name. A brand
personality is something to which the consumer can relate, and an effective brand
will increase its brand equity by having a consistent set of traits. This is the added-
value that a brand gains, aside from its functional benefits. There are five main types
of brand personalities: excitement, sincerity, ruggedness, competence and
sophistication.
Available outlines
1. Rationale of Visual Branding
2. Creating a Brand Personality
3. Company types: Originals & Professionals
4. Company types: Wanters & Dreamers
5. Fighting fragmentation
6. The comprehensive idea of Visual Branding
7. Business professionals and designers
8. Visual Branding & business
So what is the main difference between identity and personality? Lets set the record
straight: of course they are not complete opposites, like Mars and Venus. It has to do
with a fundamentally different approach. Identity as a term refers to background and
facts in most languages. Your identity is about characteristics you share with others,
like the country and culture you come from, your race, your religion, and facts, like
the place where you live.
In communication it mostly refers to your true inner self - as a company or a brand.
To quote Kapferer: “Having an identity means being who you are, following your
own, determined, but individual path”. Be who you are. This is the paradigm of
identity.
The concept of brand personality combines inside-out and outside-in; identity and
image. A personality has it’s roots in the identity but is strongly externally focused. It
is not ‘be who your are’. Personality is: Become who you should be.
Product Management 20
In the words of Carl Jung: “Personality is the supreme realisation of the innate
idiosyncrasy of a living being. It is an act of courage flung in the face of life, the
absolute affirmation of all that constitutes the individual, the most successful
adaptation to the universal conditions of existence, coupled with the greatest
possible freedom of self-determination.”
[C.G. Jung, 1875-1961]
In psychology, three elements are defined as a part of personality:
-private personality (thoughts, feelings, fantasies, ambitions, talents)
-public personality (how you want others to see you)
-attributed personality (how others see you)
The private personality overlaps identity; the public and attributed personalities
indicate the external aim and nature of personality.
Identity -> Personality
In historic perspective, the shift from identity to personality was organic and logical.
Identity-based thinking was a logical reaction to marketing-based thinking. Forgive
me for dropping names, but in many dynamic processes, I use the theory of dialectic
development of the German philosopher Georg Hegels to explain the developments
that took place: thesis -> antithesis -> synthesis. It also applies in this matter: the
thesis is marketing (outside-in), the antithesis is identity (inside-out), the synthesis is
personality.
This is an ongoing process that, fortunately, never stops. I am curious to see what
will come next.
Product Management 21
Product Management 22
Brand Equity:
Product Management 23
Brand Equity:
Brand Repositioning is changing the positioning of a brand. A particular positioning
statement may not work with a brand.
For instance, Dettol toilet soap was positioned as a beauty soap initially. This was
not in line with its core values. Dettol, the parent brand (anti-septic liquid) was known
for its ability to heal cuts and gashes. The extension's 'beauty' positioning was not in
tune with the parent’s “germ-kill” positioning.
The soap, therefore, had to be repositioned as a “germ-kill” soap (“bath for grimy
occasions'') and it fared extremely well after repositioning. Here, the soap had to be
repositioned for image mismatch. There are several other reasons for repositioning.
Often falling or stagnant sales is responsible for repositioning exercises.
After examining the repositioning of several brands from the Indian market, the
following 9 types of repositioning have been identified. These are:
1. Increasing relevance to the consumer
2. Increasing occasions for use
3. Making the brand serious
4. Falling sales
5. Bringing in new customers
6. Making the brand contemporary
7. Differentiate from other brands
8. Changed market conditions.
Decision to consolidate brand position as “The Taste of India ” in 1995
Umbrella Branding Strategy for its products
Amul’s Response to challenges
Launched Amul Ice Cream 1996 with the tag ‘Real Milk. Real Ice Cream’
Challenging Cadbury
Occasion Based products –
“Nuts ‘bout u…”
“Kite Bite”
“Amul Rejoice”
Challenging the Premium Ice Cream Brands
Product Management 24
Brand Repositioning:
Value for Money ..
Impulse Buying (Dollies for kids, teens and couples) to Sophisticated products (Party
Packs etc.)
Digital Advertising
Amul Cyber Store
Amul in Social Networking
Amul Indulges in Second Life marketing – Advergaming
Laws of Branding
Product Management 25Laws of Branding:
“The 22 Immutable Laws of Branding How to Build a Product or Service into a World-Class Brand by Al Ries”
The Law of Expansion“The power of a brand is inversely proportional to its scope.When you put your brand name on everything, that name loses its power”
The Law of Contraction“A brand becomes stronger when you narrow its focus.A powerful branding program always starts by contracting the category, not expanding it.”
The Law of Publicity“The birth of a brand is achieved with publicity, not advertising.The best way to generate publicity is by being first – the first brand in a new category”
The Law of Advertising“Once born, a brand needs advertising to stay healthy.Brand leaders advertise their leadership. Leadership is the single most important motivating factor in customer behavior”
The Law of the Word“A brand should strive to own a word in the mind of the consumer”FedEx = Overnight deliveryKleenex = TissueXerox = CopyThe Law of Credential
“The crucial ingredient in the success of any brand is its claim to authenticity. Customers are suspicious. Coke – “It’s the real thing”
The Law of Quality“Quality is important, but brands are not built on quality alone.Sometimes expressed through a higher price and accompanying feature that seems to justify the price”Rolex wrist bandsMontblac “fat” pens
The Law of the Category“A leading brand should promote the category, not the brand”
The Law of the Name“In the long run, a brand is nothing more than a name.The difference between brands is not in the products, but in the product names – the perception of the names”The Law of Extensions
Product Management 26
“The easiest way to destroy a brand is to put its name on everything”
The Law of Fellowship“To build the category, a brand should welcome other brandsHealthy competition brings more customers to the category”
The Law of Generic“One of the fastest routes to failure is giving a brand a generic name. (National……, General……, Nature’s…….)Hard to differentiate a generic-named brand from competition”
The Law of the Company“Brands are brands. Companies are companies. There is a difference”
The Law of Sub brands“What branding builds, sub branding can destroy”
The Law of Siblings“There is a time and a place to launch a second brand”A&E > History Channel
The Law of Shape“A brand’s logo should be designed to fit the eyes – both eyes.Horizontal shape provides maximum impact”
The Law of Color“A brand should use a color that is the opposite of its major competitor’s”
The Law of Borders“There are no barriers to global branding. A brand should know no borders.Crossing a border often does add value to a brand. The perception of where the brand comes from can add or subtract value”
The Law of Consistency“A brand is not built overnight. Success is measured in decades, not years”
The Law of Change“Brands can be changed, but only infrequently and only very carefully”
The Law of Mortality“No brand will live forever. Euthanasia is often the best solution”
The Law of Singularity“The most important aspect of a brand is its single-mindedness.A brand is a singular idea or concept that you own inside the mind of the prospect. A brand is a proper noun that can be used in place of a common word”
Product Management 27