Business plan to develop a differentiation and branding strategy to build sustainable competitive advantage for Gabbar

This independent study aims to develop a differentiation and brandingstrategy to build sustainable competitive advantage for Gabbar, a Thai-based wholesaleand retail business specializing in Indian bags. Although Gabbar has experienced strongecommerce growth, the business faces increasing competitive pressure due to the easeof product imitation, low switching costs, and reliance on price-based competition. Thelack of exclusive product designs, limited brand identity, and transactional customerrelationships have contributed to declining customer retention, particularly amongwholesale customers. This study investigates the causes behind customer churn, andexamines how branding, product differentiation, and improved customer service canstrengthen long-term loyalty.A mixed methods approach was used combining qualitative interviews withwholesale and retail customers to analyze purchasing behavior, brand perception, andexpectations from suppliers. Findings reveal that while customers value Gabbar foraffordability, variety and convenience, they perceive the brand primarily as a genericseller of Indian bags rather than a differentiated brand. After sales service, qualityinconsistencies, limited storytelling, and lack of exclusivity were key contributors tochurn. Based on these insights, a strategic branding framework is proposed, focused onfurther developing “Gabbar Originals", strengthening customer relationshipmanagement, and enhancing digital brand experience.The study concludes with an actionable marketing and operational planaimed at increasing customer loyalty, improving margins, and reducing competitivepressures. Ultimately, the proposed strategy supports Gabbar’s long-term objective oftransforming from a price-based reseller into a culturally distinctive brand withsustainable competitive advantage.