Departmental Store Case Study

I visited H.Karim Buksh departmental store. It has an air conditioned selling space of over 70,000 square feet. The store is located in premier shopping area, in terms of infrastructure, access and affluent shopper traffic which helps the store in generating sales and earning profits. The store features different departments i.e. Brand name imported and local Groceries including meat and vegetables, cosmetics, fabrics (Ladies and Gents), garments (Ladies, Gents and Children), toys, crockery, travelling goods and variety of Leading brands from all over world in Gifts section.

The in-store marketing efforts which can be seen in the store are:

Store front: Store front of HKB is eye catching which attract the customers. It is appealing enough to

This is why the image and reputation of quality and honest companies declines.

• Cash on delivery system is also one of the negative consequences of online shopping.

Q3. Tell students to pick two brands from the same product category and compare their brand elements in terms of their memorability, protectability, adaptability, meaningfulness, and transferability.

Brand wars: Coca Cola VS Pepsi

Brand elements are those trademarked identities of a brand that may differentiate it from the competitor’s product. The brands we have chosen are Coca Cola and Pepsi. Among one of the market leader of the beverage industry is Coca Cola. Founded in 1886 by a pharmacist named John Pemberton initially as a medicine, now is one of the most served soft drinks around the world.

Another market leader Pepsi formed in 1893by Caleb Bradham, also formed in one of the drug stores in North Carolina in the 18th century. This brand gives tough competition to its competitors. Pepsi Cola still leads the beverages industry and continues to capture the hearts and minds of millions of consumers with its dazzling taste and refreshing qualities.

Brand elements of Coca Cola and Pepsi:

• LOGO &