Ariz Rahman

Gaurav Shingal
Gulshan Saraf
Mithhil Arora
Rajat Sharma

Brand’s Best Strategy

Two Dimensions, Four Strategies

“Pr High The Hitchhiker The High Road Brand

emi (average ROS: 15% to (ROS: greater than 20%)
um” 20%)
Deg
ree
of
Cat Low
egor The Dead-End Brand The Low Road Brand
y (ROS: less than 5%) (average ROS: 5% to 10%)

Low High

Relative Market Share

The Hitchhiker: Premium Category, Low
RMS
The High Road: Premium Category, High
RMS
The Low Road: Value Category, High RMS
The Dead End: Value Category, Low RMS
Conclusion
 It is necessary to continuously evaluate
your brand
 Remember a brand can shift category
but not so easy
 Don’t let your emotions as a manager
cloud your judgement
Thank You