...Research Project Report Submitted By: Influence of Brand Loyalty on Consumer Sportswear Submitted To: Dr Navreet ACKNOWLEDGEMENT We owe a debt of gratitude to (professors name), for the vision and foresight which inspired us to conceive this research project on topic Influence of Brand Loyalty on Consumer Sportswear as for providing necessary information regarding the project & also for her support in completing the project. We would like to express our gratitude towards member of (institute name) for their kind co-operation and encouragement which help us in completion of this project. Our thanks and appreciation also goes to all the respondents who took time to fill the questionnaires and helped us out with their abilities. INDEX S. NO | CONTENTS | PAGE NO. | 1 | Statement of the problem | 4 | 2 | Background of the Problem | 5 | 3 | Purpose of the Study | 6 | 4 | Setting for the Study | 6 | 5 | Research Questions | 7 | 6 | Definition of Terms | 7 | 7 | Factors of Brand Loyalty | 8 | 8 | Grass roots marketing | 11 | 9 | Hypotheses | 12 | 10 | Methodology | 12 | 11 | Hypothesis Test | 13 | 12 | Sample Questionnaire | 14 | 13 | Respondents’ Information | 16 | 14 | Graphs | 18 | 15 | Analysis | 20 | 16 | Research Questions Analysis | 20 | 17 | Conclusion | 21 | Statement of the Problem This study focuses on various aspects of building brand loyalty towards youth consumers and how current marketing strategies in the...
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...Customer engagement Customer engagement (CE) is the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led or the medium of engagement can be on or offline. CE aims at long-term engagement, encouraging customer loyalty and advocacy through word-of-mouth. Online customer engagement is qualitatively different from offline engagement as the nature of the customer’s interactions with a brand, company and other customers differ on the internet. Leveraging customer contributions is an important source of competitive advantage – whether through advertising, user generated product reviews, customer service FAQs, forums where consumers can socialise with one another or contribute to product development. Customer engagement is about encouraging your customers to interact and share in the experiences you create for them as a business and a brand. When executed well, a strong customer engagement strategy will foster brand growth and loyalty. NEED: CE-marketing is necessitated by a combination of social, technological and market developments: 1. Businesses are losing the power to dictate the communications agenda 2. Decreasing brand loyalty BUSINESS TO BUSINESS CONTEXT: Customer Engagement in a B2B (business to business) marketing context would typically include a collection of the following marketing programs: 1. Customer Advisory Board or Council 2. Customer Reference Program 3. Executive Sponsor...
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...flip-flops, shoes, perfume and boxers. Product Attributes: High Quality, Unique comfortable designs inspired by the SoCal Theme and different styles and Colorful patterns. Product Packaging Hollister is well-known for its stylish shopping bags that use young attractive models on them. They are used as a promotional tool and walking-self marketing, as when customers carry out their bags in shopping centers or streets, they are directly marketing to Hollister. Product Labelling Hollister is identified through its flying seagull logo which is on almost all of their products. They also use labeling to describe the products information like the materials used, size, country of origin…etc. These labels especially the country of origin creates brand credibility among consumers. Concerned with building good relations with the company various publics, obtaining favorable publicity and building up a good corporate image. Major tool used is social marketing Facebook Instagram Twitter Hosting special events Store openings Summer events Corporate identity materials merchandise offered with every sale Aimed to be targeting the masses of people living in geographically different places. Outdoor billboards will be used in population densed places with high traffic to raise awareness. Introducory phase we will use informative advertising technique Persuasive advertising will be used due to competition Finally during maturity we will use reminder adverising to remind consumers Product...
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...for the success of the Nivea brand across the world( success factors). Nivea is one of the most popular care skin brand across the world. It has been on the market since 1911. Most of consumers are convinced that Nivea is a local brand as they know it since their childhood. This fact built a loyality and trust to Nivea brand in consumers’ minds. Customers know what to expect after buying Nivea, they know that it’s not only skin care product but also an association with ‘healthy look, gracesfull ageing, better living’. The products are a good values for money as well what kept consumers using it. Another important thing was logo,white and blue colours gave Nivea the aura of honest brand. The fact that it was on the market so early helped Nivea to build position to be a number one skin care brand in commercial world. Since the beginnig Nivea was trying to attract customers by developing new products, by providing them in other countries. Nowadays Nivea has over than 14 ranges available in more than 150 countries. This is one of the main success factor which helps the brand to be in such a position. Another succes factor of Nivea is ‘keeping the brand young, attractive, sympatethic and familiar’ even it’s on the market nearly 100 years. The brand tries to encourage new people to buy their product by producing new ones and bringing newer packaging for them. However the white-dark blue logo is necessary on every item. Q2. In light of Nivea brand extension, critically comment...
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...I Company Background: Unilever is the parent company of the Skippy brand peanut butter. Unilever is a multi-national company with over 174,000 employees and operates in over 100 countries. Unilever has an annual advertising budget of over $77 million dollars, however it does not break down the budget per business segment. Total sales for Unilever is over $59 billion USD during fiscal year 2008. (Reed Elsevier Inc) II. Brief Introduction: Skippy was founded in 1933, 10 years after the product was initially developed by Joseph Rosefield. Skippy's Peanut Butter is manufactured in a single 158,000 sq ft plant in Little Rock, Arkansas. They produce over 10 million cases of Skippy per year and have a total of 72 different SKU's produced for global consumption. They use over 1.2 billion peanuts a day and each 18 oz jar contains 853 full peanuts. (Food & Drug Packaging, 2004) Sales data for Unilever saw overall growth in this business segment in 2008 of 7.9%. Peanut butter sale is included in the Savory, dressings and spreads product area by Unilever and accounted for sales of over $14 billion Euros. (Annual Report and Account 2008, 2008) Skippy is a marketing based organization. The products they develop and market are geared towards meeting customer needs and attempting to differentiate themselves from their competition. Examples of this would include reformulating the Skippy Peanut Butter to have a more "peanutty" taste (Skippy Peanut Butter, 2009) and also developing...
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...KEA's Global Strategy Swedish company IKEA was the world's largest furniture retailer since the early 1990s. It sold inexpensive furniture of Scandinavian design. The company operated in 55 countries with a workforce of 76,000 (the company referred to its workforce as its 'co-workers'). IKEA offered nearly 12,000 items to the home furnishings market worldwide. It sold a wide range of products including furniture, accessories, bathrooms and kitchens at 186 retail stores in 30 countries across Europe, North America, Southeast Asia, Middle East and Australia. IKEA enjoyed high brand equity. | | In 2003, Manhattan US-based Interbrand, a marketing research and consultancy firm, valued the 'IKEA' brand at $6.92 billion and ranked IKEA 43rd on its list of the top 100 most valuable global brands, ahead of Nestle, Harley-Davidson, and Apple.3 | Analysts attributed IKEA's success to its skill in combining good product design and superior quality with an affordable price. IKEA's low-pricing strategy was aimed at young people. For several decades, IKEA had looked for international markets, which were culturally as close as possible to the Scandinavian market. The basic assumption behind IKEA's global strategy was 'one-design-suits-all.' Anders Dahlvig, the CEO of IKEA, had once said, "Whether we are in China, Russia, Manhattan, or London, people buy the same things. We don't adapt to local markets." | IKEA had, in fact, been quite successful with its 'one-design-suits-all' global...
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...developing an effective promotional strategy. The nine steps are figuring out who your company is, deciding on the product, deciding on who we want to attract, what are you trying to accomplish with your strategy, getting the message to the target market, how are you going to say it, how will you present it, taking the message to the audience and determining the effectiveness of the strategy. When determining the promotional identity of our company, we need to determine who the company is. When the company wants to be successful in this, the company’s image and identity must match because some consumers may not image how you see your company. ABSOLUT already has a good brand identity which is why the company is so successful. The second part is deciding who we want to attract for our new product. ABSOLUT is a big brand name and there are many different types of customers. The customers range from people who want to just drink casually at home to the bar in the big city that sells alcohol at their bar or club. In order to attract the target customers, we must market in the right places which will make the strategy the most effective. Once the target market is decided on, we need to figure out what the company is trying to accomplish with this plan. With this promotional strategy, ABSOLUT hopes to reach out to their loyal customers and also new potential customers...
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...From wikipedia: Brand From Wikipedia, the free encyclopedia For other uses, see Brand (disambiguation). "Marque" redirects here. For other uses, see Marque (disambiguation). [pic] [pic] The Coca-Cola logo is an example of a widely-recognized trademark representing a global brand. |Marketing | |Key concepts | |Product marketing · Pricing | |Distribution · Service · Retail | |Brand management | |Account-based marketing | |Ethics · Effectiveness · Research | |Segmentation · Strategy · Activation | |Management · Dominance | |Promotional content | |Advertising · Branding · Underwriting | |Direct marketing · Personal sales | |Product placement · Publicity | |Sales promotion · Sex in advertising | |Loyalty marketing · SMS marketing | |Premiums · Prizes ...
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...[pic][pic] Consumer Behaviour Introduction to the brand Dove is a personal care brand owned by Unilever. Dove products are manufactured in the Netherlands, United States, Germany, Ireland and Brazil. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of a dove, the colour of which often varies. Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. Dove soap was launched in the United States in 1957, years after Unilever acquired soap factory De Duif (Dutch: The Dove) in The Netherlands, from which the English brand name Dove is derived. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. Dove has a great consumer following and has established itself as a premium Soap or rather a beauty bar in the market as well as in the minds of the consumer. [pic] Target Audience The target audience for Dove is basically • Women who want to care for their skin • Who want to look and feel their personal best • Aged 30 – 50 • Beginning to feel the effects of dry skin It has been observed that the core target audience of dove are women who are home makers or are working professionals Mostly they are the middle aged women who want beautiful skin and are not swayed by the fairness which other soaps...
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...gives the larger players a stronger hold as industry leaders (CNBC.com, 2010). However, even these companies, along with all of the others within the soft drink industry face barriers associated with the changing nature and desires of its buyers, geographic and nationalistic trends and tastes and decreasing market share available. Brand identity is a very powerful force within the soft drink industry. It takes an extensive period of time to develop a brand that has recognition and customer loyalty. A well recognized brand will foster customer loyalty and create the opportunity for real market share growth, price flexibility, and above average profitability. It is no surprise that the most recognizable brands within the global economy hold the lion-share of the soft drink market. 29.9% of the market (CNBC.com, 2010). This duopoly holds a stranglehold on the market which is a fierce detractor for entrants. Currently, the biggest threat of entry faced by major competitors within the soft drink industry may be from private label manufacturers (CNBC.com, 2010). Industry leaders Coca-Cola and Pepsi are continually challenged to increase brand loyalty in their core products so that consumers label products. For a new entrant to compete effectively, it would have to be willing to expend the excessive amounts required toward capital investment in order to...
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...University of westminster | WOMAN’S TOILETRY INDUSTRY | Principle’s Of Marketing | Seminar Leader: Jennifer Chang | Word Count: | 12/9/2010 | By Taslima Khanom, Sinem Sisman, Hamda Batah and Zhaneta | Table of Contents 1. Executive Summary 3 2. Terms of reference 3 3. Industry Information 3 4. Overview of adverts 4 5. Segmenting, Targeting and Positioning 5 6. Consumer Buying Behaviour 8 7. Promotion 12 8. Communication strategy 16 9. Price 17 10. Product 18 11. Place 20 12. Critique & Recommendations 22 13. Bibliography 23 14. Appendices 26 1. Executive Summary 2. Terms of reference 3. Industry Information The Cosmetic Toiletry and Perfumery Association annual report (CTPA), (2009) declares ‘Mass toiletries have performed less well with higher growth from units (4.3%) than value (2.5%)’, as seen by the sales figures in Table 1.1. In addition to this Mintel (2010) suggests ‘women spend an average £653.64 a year on beauty products’. Such products include toiletries like cosmetics, fragrances and personal care products as seen in table 1.1. The director of Research at Mintel, Joan Holleran (2009) states "Personal care companies need to focus on value, feel-good benefits and new product innovation to keep shoppers interested" in order to generate sales growth. The distribution channel of the companies within the industry include direct and multiple selling depending on the specific product categories...
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...together with the desire to engineer core product platforms to suit the widest possible range of brands and markets. The Global Consumer Design function is represented in the US Mexico, Europe, India and China. Most of the organisation’s designers operate in brand studios, with 14 major brands and 30 sub-brands supported in this way. Brand studios are responsible for taking the company’s core product platforms, which contain the majority of the product engineering and functionality, and modifying them to suit the language of each individual brand and the specific requirements of its customers. Whirlpool’s Platform Studio, established three years ago, is staffed by designers, engineers, manufacturing and materials specialists. Platform development work typically begins five years before a product reaches the market. This provides an environment where the integrated team can set global standards for colour, materials and finish. They create initial design concepts based on market data, research and information, as well as trends analysis. It is acknowledged that the design outcomes from the Platform Studio find a better fit with some Whirlpool brands over others. The Platform Studio’s role is to reach across to the brand platforms with their design outcomes and work with them to implement and test the concepts. This allows for cost effective modifications to suit diverse brand requirements. Designers Part of the programme to...
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...Besides the benefits from implementing the project, the cost in implementing is also important to be considered. The project would perform well only if we keep eyes on it during all procedures. The appropriate improvement would be proposed during the implementation of project in order to result in better achievement for the company. In conclusion, I would like to note that sales promotion is the element of the promotional mix that is aimed at increasing the volume of products sold via a trial or brand loyalty. The brand loyalty reflects the customer desire to buy the product or service of a given brand and depending on the level of brand loyalty that desire can be different. Sales promotion sends mixed signals with respect to building brand loyalty simply because it is hard to understand the amount of time or products needed to develop a buying habit that reflects brand loyalty. At the same time, sales promotion might be effective in building brand equity, or the existing value and association made by the consumer. Environmental friendly technologies can thus be said to have had a positive effect on motor sports and the world population at large since they have not only reduced pollution thus making the earth a safer place to live but they have also reduced the cost of living. This is in relation to soaring costs of fuel that have characterized the world markets in the recent past. (McKenna, 150-160) Top tier motor sports should therefore be encouraged to implement eco...
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...it is evident that the strategy of these two companies has tilted in favor of the Greenfield investments. There are various factors responsible for both Aldi & Lidl in choosing Greenfield investment as a primary market entry strategy. Some of these factors are as mentioned below: Degree of freedom: Greenfield investment involves setting up business in the manner as perceived by the investors. They are free to choose their own suppliers, channel of distribution and so this freedom allowed the two companies to change required strategy whenever required in order to adapt to different market conditions in different countries. This strategy involves few rules, regulations, licensing issues that allowed the company to cash in on the brand name, which means ability to attract new customers with relatively low costs. Resource & efficiency: Since Germany had already been exploited, the companies¶ seeked for ways of acquiring resources at much lower rates. So by choosing this stategy , , would help them to compete in the markets with major supermarkets and hypermarkets as they could drive down the costs of products that would lead to attracting more cunsumers loyalty . This could enable them to maximize their market share. Other Factors: Political developments: the end of communism 1990¶s allowed for privatization and expanding their business in international fields had become much easier as a result,. Technological aspects: Developments in technology over...
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...The Business Strategy Game COMPETING IN A GLOBAL MARKETPLACE 2012 Edition Player’s Guide Created by Arthur A. Thompson, Jr. The University of Alabama Gregory J. Stappenbeck GLO-BUS Software, Inc. Mark A. Reidenbach GLO-BUS Software, Inc. The Online Edition of The Business Strategy Game is published and marketed exclusively by McGraw-Hill/Irwin, 1333 Burr Ridge Parkway, Burr Ridge, IL 60527 Copyright © 2012 by GLO-BUS Software, Inc. All rights reserved. No part of this document may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of GLO-BUS Software, Inc., including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. The Business Strategy Game Player’s Guide Welcome to the The Business Strategy Game. You and your co-managers are taking over the operation of an athletic footwear company that is in a neck-and-neck race for global market leadership, competing against rival athletic footwear companies run by other class members. All footwear companies presently have the same worldwide market share and the same market shares in each of the four geographic market regions—Europe-Africa, Asia-Pacific, Latin America, and North America. Currently, your company is selling over 5 million pairs annually. In the just-completed year, your company had revenues of $238 million and net earnings of $25 million, equal...
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