AID17609: Founded in 1939, Marvel Comics (www.marvel.com) is a well-known brand – in comic books
and related media – owned by The Walt Disney Company. Dhruv, a first-generation
entrepreneur founded ‘Ossum Comics’ in 2019 with a vision to launch and build the
first Indian billion-dollar brand in comic books and related media, and feature
among top 3 international brands in the same category by 2030. Dhruv wants to
launch the company by Oct-2019 and has hired you as a consultant.
a. Explain various stages and their characteristics in an industry life cycle, with
specific comments regarding the current stage of comic books and related media
industry in India.
b. There are 5 key themes/ ways to identify competitive advantages for a brand/
differentiate from other brands, as a part of differentiation and positioning
strategy; explain these with suggestions/examples in the context of ‘Ossum
Comics’, and (2) suggest a positioning strategy for ‘Ossum Comics’.