Lay out the key criteria of the six brand elements you feel they have used to develop their brand building activities.

Can you think of eight different Indian brands representing each of the eight types of consumer demand patterns? Zomato has developed itself into an iconic brand name in India with high recall. Visit Zomato.com and lay out the key criteria of the six brand elements you feel they have used to develop their brand building activities.

Based on your discussions with the two business owners, what bootstrap marketing strategies do their companies use? What are the similarities and differences in how the two business owners have achieved a competitive edge? Select three local businesses (one large and two small) and play the role of “mystery shopper.”