In 2020-21, Impex, a fast-growing brand of kitchen appliances from Kerala, India, is facing a brand positioning decision. Like most small companies, the Impex brand evolved in not a ‘copybook’ way. As the brand aims for a national market with the upcoming manufacturing facility, it ponders if it should launch a new brand nationally instead of Impex, which did not appear very appealing based on the feedback of trade partners and internal team. Consumer input, however, was missing. Extensive market research by an external agency reveals insights about changing consumer behavior with respect to kitchen products, their awareness and association with impex brand and perceptions about the competitors. The case presents qualitative and quantitative consumer data for students to analyze in the role of VP of Marketing and Strategy to make recommendations to the managing director as the brand proposes to expand rapidly as COVID-19 recedes. Students have opportunity mine consumer insight from qualitative data about category purchase behaviour, interpret awareness and image data to make two key decisions: Should Impex rebrand or continue with the same brand as they expand outside Kerala? What should the brand’s positioning strategy be? The challenge of Impex’s current strength in Kerala versus opportunity outside needs to be kept in mind while examining the re-branding decision. Multiple product categories, each with a brand or two dominating them within the large product group of kitchen products, make a not-so-clear picture of competitive positioning. Research spanning Multiple geographies, some in which Impex is completely absent, with several brands in multiple segments and in multiple categories add complexities. Students also appreciate marketing research processes and outcomes, such as perceptual maps for marketing strategy development.

Learning Objectives

• To understand and appreciate the role of marketing research in marketing strategy and branding decisions – especially the development of a perceptual map and analysis of brand perceptions.
• To help appreciate the challenges involved in a rebranding decision for an existing and growing brand with some equity.
• To explain the analytical approach and decision-making involved in developing a marketing strategy.