IndiGo Airlines is a low-cost domestic airline in India operating 97 aircraft with an average age of 3.26 years. Its brand mantra focuses on providing consistently inexpensive fares, on-time flights, and a polite, hassle-free travel experience. Points of parity include being a low-cost carrier and using similar fleets as competitors. Points of difference include crisp service from friendly cabin crews and spotless interiors cleaned before every flight. Amazon was founded in 1994 as an online bookstore and has since expanded into other product categories and services like cloud computing and artificial intelligence. The company aims to save costs and provide low prices. As points of parity, it is an e-commerce site with a

1. BRAND AUDIT
AlokeparnaChakraborty
INDIGO AIRLINES:
IndiGo Airlines is a low-costcarrier specialising on domestic flights in India. Itis
based in the national capital Delhi, and its tagline promises customers "low
fares, on-time flights and a hassle-freeexperience." It began operations with a
single aircraft in August 2006 and has since expanded to a fleet of 97 aircraft.
They have a fleet that is relatively new, with an average age of 3.26 years.
BRAND MANTRA: IndiGo has a three-point corporate mantra that appears in
newsreleases on a regular basis:MissionProvideconsistentlyinexpensiverates,
on-time flights, and a polite, hassle-free travel experience.
POP (points of parity):
 It is a low-cost carrier.
 It uses similar fleets as Air India and rest of airlines.
 Excellent Hospitality services.
POD (points of differences):
 Crisp service (Friendly professional cabin crew.)
 Spotless Interiors. (Cleaned before every flight)
 Hello 6E (Retail Therapy Magazine)
 Special Assistance
 6 E services

2. AMAZON:
On July 5, 1994, Jeff Bezos launched Amazon from his garage in Bellevue,
Washington. Originally a book-selling website, it has since grown into a wide
range of other categories, earning it the title "The Everything Store."
Amazon.com, Inc. is an e-commerce, cloud computing, digital streaming, and
artificial intelligence-focused American multinational technology firm. It has
been called "one of the world's most powerful economic and cultural forces,"
as well as "one of the world's most valuable brands."
BRAND MANTRA: The company's mantra is to save expenses and waste in
order to provide clients with low, reasonable rates.
POP (points of parity):
 E-commerce site
 Products come in a wide range.
 Prices that are affordable
 User convenient, easily accessible
POD (points of difference):
 Global presence
 1-click ordering
 Continuously trying to bring something new, recent projects at
experimental stages are Dash buttons and Drone delivery system
 OTT platform like Amazon Prime
 Special loyalty programs for Prime members

3. DOVE:
Unilever, a British multinational consumer products business, owns the Dove
personal care brand in the United States. Dove goods are made in a variety of
locations across the world.
The items are available for women, men, and new-borns and are sold in over
150 countries. The Dove logo is a silhouette profile of the bird that bears the
brand's name.
BRAND MANTRA: Dove's brand mantra is built around three principles:
Communicate, Simplify, and Inspire. "Everybodyis beautiful," is Dove's current
brand motto. Dove's brand tagline changes with time, yet they never
compromise on their primary idea, which they strive to deliver to society and
consumers.
Dove's brand mantras, fromthe beginning to the present, have always focused
on a woman's true beauty. To connect with the customer, they simply say,
"Everybody is beautiful," which indicates that every woman is lovely, and
genuine beauty is defined by theattitude, character, education, personality,and
confidence that women possess.
POP (Points of Parity):
 White and Pink bar is created with milk, cream, and naturaloil and comes
in a paper box packaging.
 Shampoo and Conditioner comes in a plastic bottle with a dry hair
treatment and an instant hair treatment solution like many other brands.
 Product mix
 Presence in market in various countries.
POD (Points of Difference):
 Dove's product is known for its organic and natural qualities.

4.  When it comes to productsuppleness, consumers stillchooseDove. Dove
productsare1/4times moremoisturising,accordingto scientific evidence
which remains unbeaten in the market.
 Instead of emphasising on the physical appearance Dove focuses on
internal beauty of a woman hence they successfully build an emotional
connect with the consumers besides making a quality product.