...Amitabh – The Big Brand ikas Vitthal pasped as the Dalda Active commercial filled the television screen before him. “So it is back! Now that is interesting,” he said. Parthiv Nair, his friend, stopped stiring his tea and watched the return of the evergreen Dalda. “What a brand, what legacy, what equity,”said Vikas, “Wonder what this will lead to.” “It will lead to Kaun Banega Crorepati if only you will tune in to Star Plus,” said Parthiv. Vikas obeyed and as the voice of Amitabh Bachchan (AB) filled the room, he heard Parthiv say; “What a brand, what equity.” Vikas sniggered. “I wish he will have the wisdom to drop out of this programme soon,” he said. “Why?” asked Parthiv. “Because it will dilute his equity fast. He was good as a launch pad, but he is not adding value any more. If you replace AB with say, Mohan Kapoor, do you think the viewership will drop? No! People are watching the crores, not AB. What is he doing on this programme?” “He is there to lend status, grandeur, to symbolize big events,” said Parthiv. “It’s amazing what hold he has even on a programme like this.” “Parthiv, if a sandwich spread were to be named Dalda, people would buy it. Maybe twice. But it won’t ring true. I don’t have the marketing vocabulary to express this, but Dalda does not stand for what a sandwhich spread delivers. Dalda is about a mass feeling, about everyday situation. Just because it has memorable strengths, attributes that are marketable, it does...
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...Introduction Indian Telecom Industry-Overview Indian telecom market is currently the most attractive telecom market with a lot of interest being shown by foreign players. Indian mobile industry is the fastest growing across the world adding 15-20 million new subscribers every month. The Indian telecommunication sector in India is the third largest sector across the globe and the second largest among the emerging economies of Asia. India's teledensity has improved from under 4% in March 2001 to around 71% by the end of March 2011. Cellular telephony has emerged as the fastest growing segment in the Indian telecom industry. The mobile subscriber base (GSM and CDMA combined) has grown from under 2 m at the end of FY00 to touch 812 m at the end of March 2011 (average annual growth of nearly 73% during this eleven year period). Fig1: India’s Wireless Subscriber base Circles | Number | in millions | Metros | 4 | 114 | A circles | 5 | 288 | B circles | 8 | 335.5 | C circles | 6 | 115 | The country was divided into 23 circles when the mobile phones were introduced in the country. Separate licenses were given out for each of the circles in 1994. The circles were classified as Metros, A, B or C depending upon the revenue potential for the circle with Metros & A...
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...and answer this question.) France: • Makeup (tint/tone, lips, eyes, nails) • Facials (organized by type of care and skin type, age, brand, benefits) • Body care (beauty and body, sunscreen, sun care, brand) • Coloring (organized by color and brand) • Hair care (routine care, hair type, brand) • Styling (organized by benefits, brand and studio line) • Men’s products (care/cleaner, shave, styling, deodorant, shampoo/hair care, brand, hair color) • Makeup and hair accessories. USA: • Makeup (eyes, face, lips, nails, etc) • Hair • Skin care (moisturizers, treatments, cleansers and makeup removers, sun care, self tanner) • Hair color • Hair styling • Hair care UK: • Skin care (product type and brand) • Makeup (face, eye, lip, nails, brands) • Hair color (color, permanence, brand) • Hair care (hair type, product type, brand) • Hair Styling (desired effect, product type, brand) • Self tan (tanning type, product type, brand) • Gifts • Men (face, deodorant, hair, product type, brand, shave gel) Germany: • Skin Care (organized by age, male, tanning products, and brands) • Makeup (complexion, eye, lips, nails, brands) • Hair Color (color and brands) • Hair Care (Needs, men, brands) • Hair Styling (Type of styling, men, brands) China: • Skin care (classified by steps of care and needs) • Makeup (face, eye, lip...
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...specification of the first-order dimensions is assumed. By definition, consumer-based brand equity is “reflected in the dimensions of brand awareness, brand associations, perceived quality and brand loyalty”. These four dimensions constitute a higher-order consumer-based brand equity construct. Hence, consistent with previous research in the area of brand equity (e.g. Yoo and Donthu, 2001) a reflective specification of consumer-based brand equity is appropriate. Similarly, consistent with previous research in the areas of brand signalling (e.g.Erdem et al., 2006), and source credibility (e.g. Ohanian, 1990), measures for brand credibility and endorser credibility are assumed to be reflective in nature. Endorser attractiveness, expertise and trustworthiness were modelled as observed independent variables, which measured endorser credibility. Brand expertise and trustworthiness were modelled as observed independent variables, which measured brand credibility. Brand awareness, brand associations, perceived quality and brand loyalty were modelled as observed dependent variables which measured consumer-based brand equity. Results for the main effects Model 1 (Partial mediation model). Endorser credibility, brand credibility and consumer-based brand equity were the latent variables in Model 1. a. H1 predicted that endorser credibility would positively affect brand credibility b. H2 predicted that brand credibility would...
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...BRAND IMAGEBrand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability. | The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images...
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...Researched and published by Canadean. Introduction and Landscape Why was the report written? This report comprises of high level market research data on the India beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing. What is the current market landscape and what is changing? After high growth in 2010, the beer market slumped in early 2011, with some revival in the second half of the year What are the key drivers behind recent market changes? Steep tax increases across all Indian states in early summer 2011 decreased demand in the hot summer months and, as the overall level of alcohol has not significantly declined, it can be surmised that beer drinkers are moving back to spirits What makes this report unique and essential to read? The India Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced ''on-the-ground'' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers. Key Features and Benefits This report provides readers with an excellent way of gaining a thorough understanding of the dynamics...
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...1.1 Introduction This chapter outlines the background of this study that offers an insight on the Facebook phenomenon and how they are used by brands as one of their main marketing channel especially by food and beverage companies. It also describes on how it changes the way we communicate with one another and how it can have an impact on brands. The chapter further presents the problem statement of the study, research objectives, research questions and the significance of study. 1.2 Background of study As the world is moving in a faster pace, rapid changes have occurred in the way we live. The evolution of current internet had made our lives more interesting and convenient. Social media has been brought to a whole new level with the advents of social media on the new Web 2.0 where the Internet has gone social. The social media has transformed online monologues into engaging dialogues by redefining how people connect and communicate with other people as well as brands and businesses. This communication platform has now become imperative in being a part of the lives of the modern society by opening the door of endless possibilities of how information is being shared and exchanged. The social media as we know today encompasses all the social networking sites which include the top major players of the industry which is Facebook, Twitter, YouTube and LinkedIn. One such social networking site that grows in an instant rate is Facebook. In short, social media is the social software...
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...Customer Based Brand Equity Model (CBBE) The CBBE model approaches brand equity from the perspective of the customer – whether customer is an individual or an organization. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. The power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. The big challenge for marketers is to ensure that customers have the right type of experiences with their products and services. In order to do this, marketers must develop marketing programs in way that best fit into customers' mind and linked the brand to the desire customers' feelings, thoughts, actions and beliefs. So that customer-based brand equity is defined as, the differential effect that brand knowledge has on consumer response to the marketing of that brand. Customer-Based Brand Equity Pyramid Brand Salience: It's means broad awareness of the brand. The first step in building a brand equity is the brand awareness that contains two parts; brand recognitioin (how easily customer identify a brand after exposing some cue or a physical product) and brand recall (how easily customer recall the brand without showing a cue while making purchase decision or thinking the product category). We must consider both the breadth and depth of the brand awareness; the depth is that how likely it is for a brand element...
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...of unit price 10 3.2.2 Stem-and-leaf of price and unit price 11 3.2.3 Descriptive Statistics of price, unit price with type 12 3.2.4 Scatterplot of unit price, quality guarantee period and type of milk 13 3.2.5 Dotplot of price 14 3.2.6 Boxplot of unit price 15 3.2.7 Bar chart of container size and packaging 15 3.2.8 Pie chart of brand 16 3.3 Observation and commenting 16 4.0 Data analysis 17 4.1 One way ANOVA analysis 17 4.1.1 Price versus Packaging 17 4.1.2 Price versus Quality guarantee period 19 4.1.3 Unit price versus Type 21 4.1.4 Unit price versus Brand 23 4.2 Two way ANOVA analysis 26 4.2.1 Price versus Quality guarantee period and Type 26 4.2.2 Unit price versus Store and Brand 28 4.3 Regression 30 5.0 Conclusion 31 Reference 32 Appendix 33 Appendix A 33 Appendix B 34 List of Illustrations Figure 1. Planning for data collection 7 Figure 2. Grouped histogram of unit price 10 Figure 3. Stem-and-leaf of unit price 11 Figure 4. Stem-and-leaf of price…………………………………………………………………………………………………12 Figure 5. Descriptive Statistics of price and unit price 12 Figure 6. Scatterplot of unit price VS quality guarantee period 13 Figure 7. Dotplot of price 14 Figure 8. Boxplot of unit price by quality guarantee period 15 Figure 9. Bar chart of container size, packaging 16 Figure 10. Pie chart of brand 16 Figure 11. One-way ANOVA: Price...
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...involvement products. Similarly, there are consumer products and industrial products. Involvement in industrial products like automobile (BMW) will generally be higher as compared to commercial products because the amount of investment in industrial products is also huge. Marketers must consider how consumers decide to buy their product. Consumers use nominal, limited, and extended decision making. Watch this video to learn more about the different types of consumer decisions. Consumer Decisions and Strategy In order to successfully reach their target market, marketers must have some idea of how much time and effort consumers will put into a purchase decision. For BMW the business personalities, high officials are the target market but decision sometimes depends on their wives and children. After many observations of the decision-making process, you see that the actual customers of BMW are motivated by their spouses or children and they must spend a lot of time to select a specific car among Mercedes Benz, Lexus, Prado etc. Types of Consumer Decisions There are three major categories of consumer decisions - nominal, limited, and extended - all with...
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...Branding brief Client/Brand: [Type over to complete] Date: [Type over to complete] Project: [Type over to complete] Job no: [Type over to complete] Brief writer: [Type over to complete] Budget: [Type over to complete] Objective/goal Branding brief [What exactly is your objective/goal with this brief? ] [What are the critical success factors?] [What will success look like? How will you know that it's been achieved?] [Will there be both qualitative and quantitative measurement?] Positioning – Write down your company’s elevator pitch Branding brief Be clear what problem you solve, why it is a problem, and who has this problem. Then fill in the gaps, below, to create your pitch: 1. It’s been created for ............................ (your demographic type/audience segment/target user/customer) 2. who............................ (state their need/their problem). 3. The............................ (name of your product/service) 4. is a............................ (the kind of product/service it is) 5. that............................ (a statement of its key benefit. The reason why your audience needs it/will buy it). 6. Unlike ........................(your primary competitor/alternative to your product/service) 7. we ............................ (say what differentiates you from the alternatives/your existing competition). Current/desired positioning/brand image ...
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...is concerned with instituting measures to brand itself within the market and gain an appreciable competitive advantage over other players in the market. Most of the companies concentrate on what makes a brand strong and how to build a strong brand. In this regard, these questions can only be answered by applying Customer-Based Brand Equity (CBBE) model. This model facilitates in understanding the brand equity and ways inn which it is supposed to be built, evaluated, and managed. Besides, the approach of this model is from a customers’ perspective, individual or organization, because they are the nerve of successful marketing. Reason being marketers are wary of ‘what do different brands mean to consumers?’ and ‘how does the brand knowledge of consumers affect their response to marketing activity?’ Brand is an important asset to any business and it depicts what a business enterprise is made of or it is about in a snapshot. Park et al. (1986) in his work agues that brand represent an enormous valuable property and are capable of influencing customer’s behavior or will as facilitating security for sustained future revenues to the business enterprise. The fundamental concept of brand equity lies in the fact that the brand has power implanted in customer’s mind and this is facilitated by their experience over a long period of time. Therefore, brand equity is a culmination of processes that head to realization of a special and distinct brand identify. In this respect, this paper takes...
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...The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior PANKAJ AGGARWAL* The key premise underlying this work is that when consumers form relationships with brands they use norms of interpersonal relationships as a guide in their brand assessments. Two relationship types are examined: exchange relationships in which benefits are given to others to get something back and communal relationships in which benefits are given to show concern for other’s needs. The conceptual model proposes that an adherence to or a violation of these relationship norms influences the appraisal of the specific marketing action and also the overall brand evaluations. Results of three experiments provide converging evidence in support of the theory. B randing and brand-based differentiation are powerful means for creating and sustaining competitive advantage. Prior research has examined differences in how consumers perceive and evaluate brands, for example, through investigating brand equity (Keller 1993; McQueen, Foley, and Deighton 1993), brand personality (Aaker 1997; Plummer 1985) and brand extensions (Aaker and Keller 1990; Nakamoto, MacInnis, and Jung 1993). More recently, researchers have noted that consumers differ not only in how they perceive brands but also in how they relate to brands (Fournier 1998; Muniz and O’Guinn 2001). This line of research has suggested that people sometimes form rela- *Pankaj Aggarwal is an assistant professor of marketing at the Division of...
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...____________________________________ _______grams ____________________________________ _______grams 2. Find 2 brands of margarine or spread that would be a “healthier” alternative to regular margarine. (Hint: Think heart healthy fat and look for health claims on the label) Brand: ________________________________ Serving Size: __________ Total Fat: ________ Saturated Fat: ________ Unsaturated Fat: ________ Brand: ________________________________ Serving Size: __________ Total Fat: ________ Saturated Fat: ________ Unsaturated Fat: ________ 3. Compare the following different types of dairy. List serving size and grams of protein and fat for each. Cheddar Cheese:_______________________ 2% Cheddar Cheese:___________________ Regular Cream Cheese: _____________________ ⅓ Less Fat CC:_________________________ Fat-Free Cream Cheese:______________________ Whole Milk: ____________________________ Skim Milk: ____________________________ 4. Find a corn or potato chip that is also available in a baked version. Compare kcals, total fat, and saturated fat of both. Brand & Name of Regular: ________________________ Serving Size: _________ Nutrition Facts: __________________________________________________________ Brand & Name of Baked: ________________________ Serving Size: __________ Nutrition...
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...____________________________________ _______grams _______grams _______grams _______grams 2. Find 2 brands of margarine or spread that would be a “healthier” alternative to regular margarine. (Hint: Think heart healthy fat and look for health claims on the label) Brand: ________________________________ Serving Size: __________ Total Fat: ________ Saturated Fat: ________ Unsaturated Fat: ________ Brand: ________________________________ Serving Size: __________ Total Fat: ________ Saturated Fat: ________ Unsaturated Fat: ________ 3. Compare the following different types of dairy. List serving size and grams of protein and fat for each. Cheddar Cheese:_______________________ 2% Cheddar Cheese:___________________ Regular Cream Cheese: _____________________ 1⁄3 Less Fat CC:_________________________ Fat-Free Cream Cheese:______________________ Whole Milk: ____________________________ Skim Milk: ____________________________ 4. Find a corn or potato chip that is also available in a baked version. Compare kcals, total fat, and saturated fat of both. Brand & Name of Regular: ________________________ Serving Size: _________ Nutrition Facts: __________________________________________________________ Brand & Name of Baked: ________________________ Serving Size: __________ Nutrition Facts:___________________________________________________________ Name two different brands of soy milk and provide the following nutrition information Brand & Flavor: ___________________ Serving Size: ________ cals/serving: ________...
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