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  • RPG Group Brand Strategy

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    aravindan_arr
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    RPG Enterprises was founded in 1979 and has grown consistently over the years to become a group of over 10 companies, 5 of which are listed. The group's companies operate in industries like infrastructure, tires, IT, pharmaceuticals, specialty products, and agribusiness. CEAT Tires has the most exposure to consumers while other group companies are primarily business-to-business. RPG has made minimal efforts to promote group brand awareness through signage, pole branding, newspaper ads, and social media. The group wants to understand drivers of awareness for business groups and which target segments to focus on.

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    brand strategy

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    RPG Enterprises was founded in 1979 and has grown consistently over the years to become a group of over 10 companies, 5 of which are listed. The group's companies operate in industries like infrastructure, tires, IT, pharmaceuticals, specialty products, and agribusiness. CEAT Tires has the most exposure to consumers while other group companies are primarily business-to-business. RPG has made minimal efforts to promote group brand awareness through signage, pole branding, newspaper ads, and social media. The group wants to understand drivers of awareness for business groups and which target segments to focus on.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PDF, TXT o leggi online su Scribd
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    123 visualizzazioni3 pagine

    RPG Group Brand Strategy

    Caricato da

    aravindan_arr
    RPG Enterprises was founded in 1979 and has grown consistently over the years to become a group of over 10 companies, 5 of which are listed. The group's companies operate in industries like infrastructure, tires, IT, pharmaceuticals, specialty products, and agribusiness. CEAT Tires has the most exposure to consumers while other group companies are primarily business-to-business. RPG has made minimal efforts to promote group brand awareness through signage, pole branding, newspaper ads, and social media. The group wants to understand drivers of awareness for business groups and which target segments to focus on.

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    Attribution Non-Commercial (BY-NC)
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    RPG Group - Brand Strategy

    RPG Enterprises was founded by Mr. Ram Prasad Goenka in 1979. Through the years the group has been a dynamic one, in terms of its pace of growth and its composition. And through the years the growth of the group has been so consistent that it has come to being strongly associated with the brand. But this association is only apparent to those who have been associated stakeholders in RPGs interests. Various audiences of RPGs brand are unaware of its existence and its composition. The group currently has over 10 companies of which 5 are listed. The group companies are significant players in industries such as Infrastructure, Tyres, IT, Pharmaceuticals, Speciality, Agri-businesses and others. Of all these companies, CEAT Tyres has the maximum exposure to end consumers, and is hence the most popular one. All the other group companies are primarily B2B, and are hence known only in their respective industries. Most group companies have had elements of inorganic expansion in their past. This has naturally resulted in several areas where the cultures, ideologies and principles vary across these companies. So there are very few unique traits for which the group is known. RPG Enterprises have made very minimal efforts in paid advertising to create saliency of RPG Enterprises as a parent brand of its group companies: RPG Signage: A large signage of the RPG logo has been erected on top of RPG House in Worli, Mumbai. The signage is visible from the Bandra-Worli Rajiv Gandhi Sea Link. Pole Branding: For a brief period RPG purchased pole branding on a particular stretch of road in Mumbai In July 2012, RPG released a one page ad in an edition of Economic Times, with financial results of all its listed companies. RPG Academy of Arts endorses contemporary Indian art, and regularly sponsors art exhibitions of young talented artists at the Jehangir Art Gallery in Mumbai. Besides this, there are several social media channels that RPG Enterprises has introduced.

    The question Deliverable 1 The sphere in which RPGs brand exists is populated with the likes of Mahindras and Tatas, which are not only older business houses, but with a larger number of consumer facing companies. In terms of awareness, these business houses set the benchmark. But the idea of branding transcends from just quantitative supremacy to qualitative one. Many Indian business houses are extremely well know for reasons that are highly negative. RPG Enterprises would like to know what are the chief drivers of awareness for a group, and what are the target segments that it is catering to.

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