assignment of brand
TRANSCRIPT
AssignmentOn
Measuring Brand Equity of ‘7 up’ Course Name:
Brand ManagementCourse Code:
MKT427
Prepared for:Nazmul HuqLecturer,
Department of Business AdministrationStamford University Bangladesh
Prepared by:Tamanna Mucsid BBA 028 08230
Nafiz Hassan BBA 027 07744
Mahmudul Haque BBA 028 08204
Midur Rahman Mithun BBA 028 08118
Samira Mustafiz Syed BBA 028 08253Nahida Parvin BBA 028 08227
Date of submission: 28th April, 2009
Brand ManagementTopic
Measuring Brand equity of
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Letter of TransmittalLetter of Transmittal
April 28, 2009
Nazmul Huq
Lecturer,
Department of Business Administration
Stamford University Bangladesh
Subject: Report on “Measurement of brand equity of 7 up”.
Dear Sir,
Here is the Report on “Measurement of brand equity of 7 up”. This paper was
worthwhile experience for us. We had truly enjoyed our time while preparing this report.
We have tried to make the report comprehensive one within the time. Along with the
textual studies, acquiring practical knowledge by interviewing the respondent of the
questionnaire (prepared for the research). Any sort of suggestion regarding the paper
would be greatly acknowledged and we would feel gratified if our paper serves its
purposes.
Thanks for choosing us for working on this topic.
Sincerely yours
Tamanna Mucsid BBA 028 08230
Nafiz Hassan BBA 027 07744
Mahmudul Haque BBA 028 08204
Midur Rahman Mithun BBA 028 08118
Samira Mustafiz Syed BBA 028 08253Nahida Parvin BBA 028 08227
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Acknowledgement
We would like to pay our sincere gratitude to almighty GOD for giving us adequate patience and knowledge to prepare this report.
We wish to express our sincere and profound gratitude to Nazmul Huq, Lecturer of Stamford University Bangladesh for his constant supervision, continuous guidance, helpful criticisms, suggestion and encouragement given throughout the research and preparation of this report.
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Executive summery
In the first part of our assignment is introductory part. Here we have shown
the background of 7 UP. 7 UP. This contains information regarding how and by whom the company was emerged. Then we have included the objective of our study. After that we included the body/findings of the study here we have shown the “SPSS” results by hypothesis testing. After that we have drawn a conclusion with a detail explanation of the results. Finally, we have included the bibliography.
History
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7 Up is a brand of a lemon-lime flavored non-
caffeinated soft drink. The rights to the brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its licensees) in the rest of the world. The 7 Up logo includes a red spot between the '7' and 'Up'; this red spot has been animated and used as a mascot for the brand as Cool Spot.Charles Leiper Grigg was born in 1868 in Price's Branch, Missouri. As an adult, Grigg moved to St. Louis and started working in advertising and sales, where he was introduced to the carbonated beverage business.By 1919, Charles Leiper Grigg was
working for a manufacturing company owned by Vess Jones. It was there that Grigg invented and marketed his first soft drink called "Whistle".After a dispute with management, Charles Leiper Grigg quit his job (giving away "Whistle") and started working for the Warner Jenkinson Company, developing flavoring agents for soft drinks. Grigg invented then his second soft drink called "Howdy". When he eventually moved on from Warner Jenkinson Co., he took his soft drink "Howdy" with him.Together with financier Edmund G. Ridgway, Grigg went on to form the Howdy Company. So far, Grigg had invented two orange-flavored soft drinks. But his soft drinks struggled against the king of all orange pop drinks, "Orange Crush". "Orange Crush" grew to dominate the market for orange sodas.Charles Leiper Grigg decided to focus on lemon-lime flavors and by in October of 1929 he had invented a new drink called, "Bib-Label Lithiated Lemon-Lime Sodas".The name was quickly changed to " 7 Up Lithiated Lemon-Lime" and then again quickly changed to just plain 7up.
Name
According to Professor Donald Sadoway (MIT) the name is derived from the atomic mass of Lithium, 7, which was originally one of the key ingredients of the drink (as lithium citrate).However, there are numerous myths explaining the name. One popular myth is that its creator named the soft drink after seeing a cattle brand with the number 7 and the letter U. Other theories suggest that the drink was formulated with seven flavors plus the bubbles from the drink's carbonation (the bubbles go up). Other ideas include the original bottle contained seven ounces; its creator came up with the name while playing dice; that it was the 7th large commercial lemonade brand that tasted the same. Another rumor has it that the name was created because the
company had previously failed six times, hence the name "7 Up". Before the formula change in 2006, a can of 7 Up included seven ingredients. The "Up" in the drink's name might refer to the original inclusion of lithium citrate, when it was marketed as a patent medicine to cure hangovers.Some people mistakenly believe that the name 7 Up comes from the belief that its pH is 7.0 and therefore neutral. This is not the case at all: the pH of 7 Up is comparable to many other soft drinks. 7 Up was created by Charles Leiper Grigg who launched his St. Louis-based company The Howdy Corporation in 1920.
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Grigg came up with the formula for a lemon-lime soft drink in 1929. The product, originally named "Bib-Label Lithiated Lemon-Lime Soda", was launched two weeks before the Wall Street Crash of 1929. It contained lithium citrate, a mood-stabilizing drug. It was one of a number of patent medicine products popular in the late-19th and early-20th centuries; they made claims similar to today's health foods. Specifically it was marketed as a hangover cure. The product's name was soon changed to 7 Up.
The Great Depression was just the beginning of the business challenges the product would face. In its early years, there were around 600 lemon-lime beverage brands being sold in the US. 7 Up was able to survive and become the market leader in the category by being one of the first to be nationally distributed as well as being marketed as more healthy than other soft drinks.The success of 7 Up led Grigg to rename his company to "The Seven Up Company" in 1936. Lithium citrate was removed from 7 Up's formula in 1950. Expanding the brand beyond a niche market, major competitors began to set their sights on it such as The Coca-Cola Company with its Sprite brand introduced in 1961. Sprite would not challenge 7 Up's position seriously until the 1980s when Coke forced its major bottlers, then distributing 7 Up, to drop the beverage in deference to Sprite. 7 Up challenged Coke's actions in court as "anti-competitive", a challenge they eventually lost.
Formula
7 Up has been reformulated several times since its launch in 1929. In 2006, the version of the product sold in the U.S. was re-formulated so that it could be marketed as being "100% Natural". This was achieved by eliminating the preservative calcium disodium EDTA, and replacing sodium citrate with potassium citrate in order to reduce the beverage's sodium content. This re-formulation contains no fruit juice and is still sweetened with high fructose corn syrup (HFCS). The manufacturing process used in the production of HFCS has led some public health and special interest groups to challenge the ad campaign's "natural" claims. In 2007, after the Center for Science in the Public Interest threatened to sue 7 Up, it was announced that 7 Up would stop being marketed as "100% natural". Instead, it is now promoted as having "100% Natural Flavors". The controversy does not extend to other countries, such as the United Kingdom,
where high fructose corn syrup is not generally used in foods, including 7 Up.
Categories
Diet 7 Up
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Cherry 7 Up
Cherry 7 Up Antioxidant
Pomegranate 7 Up
Raspberry 7 Up
Orange 7 Up
Diet Cherry 7 Up
7 Up Plus
7 Up Gold
7 Up Free
7 Up Ice Cola
7 Upside Down
Slogans and advertising campaigns
7 Up briefly sponsored the Jordan Formula One team in their first year during the 1991 season.
You Like It, It Likes You (1936) The Fresh Up Family Drink (1952) Fresh up with 7 Up (1957) Get real action, 7 Up your thirst away (1963-1964) Wet 'n' Wild (1965, 1966) The (Diet) Uncola. (1967-1990s) Crisp refreshing 7 Up (1960s-1970s) It's 7 Up, it's Uncola (1975) UNdo it with 7 Up (Late 1970s) Feelin' 7 Up (1980) Canada's turning 7 Up (1980) Canada 7 Up, The Difference is Clear (1982) Never Had It, Never Will (1980s, reference to 7 Up not containing caffeine) The feeling of Christmas. (December 1980s) Put some Un in your life (diet). (early 1990s) When you want the taste of UN, there's only one (early 1990s, used concurrently
with previous slogan) On the spot. (early 1990s) Now that's refreshing. (1990s) 6 Up was not enough. We went one louder. (1994) It's an up thing. (1995) Make 7 Up Yours. (1999)
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Are you an Un? (Late 1990s-Early 2000s)
Problem Definition
Background of the problem:
The basic objective of the research is to measure the loyalty of the customer of ‘7 up’ on the basis of some variables like- Brand awareness, Brand association, Perceived quatlity, Brand Loyalty, Brand equity which was measured under the Age, Gender, Profession and Education of the consumers.
Management decision problem:
Whether there is any relationship between the awareness and perceived quality whether there is any relationship between the gender and awareness Whether there is any relationship between the gender and perceived quality Whether there is any assotiations between the age and loyalty
Approach to the problem
Theoretical Framework
As the research should be based on objective evidence and supported by a relevant theory so we search for an appropriate theory which helps us to deal with the problem effectively. Here we followed text book “Marketing research” by Naresh k. Malhotra and we used the questionnaire method.
Research Design
Here we conducted descriptive research for determining factors influencing the preference of the customers and the ultimate decision about their loyalty.
Methods of administering the questionnaire We will conduct “Survey Method” under telephone interview and personal interview.
Scaling Techniques
Likert scales are used for conducting this research
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Sampling plan and Sample size
Target population: Our target population for this research is general people of Bangladesh
Sample size: 90 customers.
Sample technique: Convenience and judgmental sampling will be followed and the elements will be selected for research considering judgment that is convenient.A survey on the customers whether they are loyal after drinking 7 up
AwarenessWhen I think about this product, 7’up is the first brand that comes to mindI can easily recognize this brand among other competing brandsI am aware of 7’up
AssociationsSome characteristics of 7’up come to my mind quicklyI can quickly recall the symbol or logo of 7’up7’up has strong personality7’up is different from its competing brand
Perceived quality7’up has undoubtedly the best quality in the marketplaceI can always trust on 7’up if I want a product of high qualityThe quality of 7’up is very high
LoyaltyI consider myself to be loyal to 7’upI always buy 7’upIf I were asked for a recommendation, I would suggest to buy 7’upI recommend 7’up whenever I can
Brand equityIt makes sense to buy 7’up instead of any other brand, even if they are in the same in quality or price Even if another brand has the same features as 7’up, I would prefer to buy 7’upIf there is another brand as good as 7’up, I prefer to buy 7’upIf another brand is not different from 7’up in any way, it seems smarter to purchase 7’up
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SPSS Worksheet Case Processing Summary
Correlation: Gender and perceived Quality
Gender * PQ Crosstabulation
Perceived Quality
Total1.00 1.67 2.00 2.33 2.67 3.33 4.00 4.33 4.67 5.00 5.33 5.67 6.00 6.33 7.00Gender male 3 0 2 2 3 1 6 1 2 10 7 7 5 3 2 54
Female1 1 2 3 0 4 4 0 3 6 4 2 2 2 2 36
Total 4 1 4 5 3 5 10 1 5 16 11 9 7 5 4 90
Count
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Cases
Valid Missing Total
N Percent N Percent N PercentGender * PQ 90 100.0% 0 .0% 90 100.0%
male Female
Gender
0
2
4
6
8
10
Co
un
tPQ
1.00
1.67
2.00
2.33
2.67
3.33
4.00
4.33
4.67
5.00
5.33
5.67
6.00
6.33
7.00
Bar Chart
Cross tabulation: Association between Age and Loyalty
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N PercentAge * LO 90 100.0% 0 .0% 90 100.0%
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Between 16-18
Between 19-21
Between 22-24
Between 25-27
28 and above
Age
0
1
2
3
4
5
Cou
nt
LO
1.00
1.75
2.00
2.25
2.50
2.75
3.00
3.25
3.50
3.75
4.00
4.50
4.75
5.00
5.25
5.50
5.75
6.00
6.25
6.50
6.75
7.00
Bar Chart
Cross tabulation: Association between Gender and Awareness
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N PercentGender * AW 90 100.0% 0 .0% 90 100.0%
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Gender * AW Cross tabulation
Count
AW Total
1.00 1.672.00 2.33 2.67
3.00 3.33 3.67
4.00 4.33 4.67
5.00 5.33 5.67
6.00 6.33 6.67
7.00
Gender male 2 0 0 1 1 1 1 0 2 3 5 2 5 7 5 10 6 3 54
Female0 2 1 1 1 1 1 3 1 3 0 4 0 4 1 6 2 5 36
Total 2 2 1 2 2 2 2 3 3 6 5 6 5 11 6 16 8 8 90
male Female
Gender
0
2
4
6
8
10
Co
un
t
AW
1.00
1.67
2.00
2.33
2.67
3.00
3.33
3.67
4.00
4.33
4.67
5.00
5.33
5.67
6.00
6.33
6.67
7.00
Bar Chart
Factor Analysis: Awareness, Association, Perceived Quality, Loyalty, Brand Eqiity
Communalities
Initial ExtractionAW 1.000 .751ASS 1.000 .760PQ 1.000 .731LO 1.000 .811BE 1.000 .678
Extraction Method: Principal Component Analysis.
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Total Variance Explained
Component
Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %1 3.730 74.608 74.608 3.730 74.608 74.6082 .505 10.091 84.699
3 .369 7.373 92.072
4 .215 4.290 96.362
5 .182 3.638 100.000
Extraction Method: Principal Component Analysis.
Component Matrix (a)
Component
1AW .866ASS .872
PQ .855
LO .901
BE .823
Extraction Method: Principal Component Analysis.A 1 component extracted.
Bibliography
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