Team B8 from IESE Business School’s MBA Class of 2013 performed analysis and provided recommendations on brand positioning for B-Raval, including organizational attributes, visual identity & age-segments. We broke this analysis into the following steps: • Targeted Community Members • Consumer Insight • Benefits • Brand Personality / Values • Unique Selling Proposition (Brand Message) • Tagline and then proceeded to provide targeted and consistent recommendations.

Team B8 - Arcilla, Nahouli, Oberoi, Suto, Zarate

Targeted Community Members

Local underprivileged community in the Raval area where the Specific Beneficiaries are 9-21-old boys of the neighborhood; with limited opportunities and resources but with the enthusiasm to learn and develop as contributing members of society while still enjoying their youth and the Influencers/Decision Makers are Parents and local schools within the community; interested in uplifting the community and specifically advancing the children’s educational and social development as integral members of society.

Consumer Insight

“I want to be part of a family where I can be myself, where I feel I belong, where I am important, and where I have the opportunity to have fun and do what I love while becoming a better person.”

Benefits

Tangible: Tutorial services and organized recreational activities

Intangible: Provides a fun, wholesome and productive use of the youth’s time; acts as a place of gathering for children of similar circumstances; provides opportunities for holistic development not otherwise available to this specific segment of society; helps spread the message of social development and initiative throughout the Raval community.

Values

Braval is about family, community, mutual respect, hard work, fun, excellence, and responsibility!

USP

Braval is a champion of social advancement through a family of individuals mutually supporting each other’s development in a fun and productive atmosphere using sports as a key tool.

Tagline

“UNA FAMILIA PARA TODOS. ¡CAMBIA TU VIDA!”

i. ENCOURAGE WORD-OF-MOUTH BY CURRENT PARTICIPANTS AND VOLUNTEERS

ii. KEEP EXISTING BOOKLET, BUT CREATE A SIMPLER, CONCISE PROMOTIONAL PAMPHLET – USE

PROVIDED BRAND FRAMEWORK ANALYSIS TO DEVELOP CONTENT CONSISTENT TO THE BRAND

iii. ORGANIZE NEIGHBOURHOOD BLOCK PARTIES TO ENCOURAGE A SENSE OF SOCIAL COHESION IN THE COMMUNITY

iv. INVITE PARENTS / TEACHERS FROM SCHOOLS INTO THE B-RAVAL CENTER TO GIVE THEM A BETTER UNDERSTANDING AND APPRECIATION FOR HOW AND WHAT B-RAVAL DOES

v. PARTICIPATE IN CONFERENCES LIKE DOING GOOD DOING WELL 2013 @ IESE BUSINESS SCHOOL TO PROMOTE AWARENESS

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