The conceptual and theoretical framework for the study is grounded in the concepts of marketing which have been laid down by the marketing gurus like Porter, Phillips Kotler and Al Ries. These marketing principles as provided by Phillips Kotler pertain to researching the market to determine what the customers want and providing the customers with the relevant product and service offerings.
Porter has also significantly contributed to the field of marketing by providing strategies that imply the various organizational agreements have different competitive behaviour. He highlighted that larger organizations that have access to more resources tend to compete in the market by using price/cost leadership and differentiation. He also highlighted that the small firms however that have limited access to resources tend to use focus for staying competitive in the market. Al Ries has provided in depth information about the branding process and how companies can successfully brand themselves and their products while increasing their brand worth.