mba report computer desktop
TRANSCRIPT
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A A
Major Project Study Report On Major Project Study Report On
TitledTitled
““ A STUDY OF BRAND PREFERENCE TOWARDSA STUDY OF BRAND PREFERENCE TOWARDS
DESKTOP COMPUTERS.”DESKTOP COMPUTERS.”
(Special Reference to Nimbahera & Chotisadri)
Submitted in partial fulfillment for the Submitted in partial fulfillment for the
Award of degree of Award of degree of
Master of Business AdministrationMaster of Business Administration
Submitted toSubmitted to
Rajasthan Technical University, KotaRajasthan Technical University, Kota
(www.rtu.ac.in)(www.rtu.ac.in)
Session 2008-2010Session 2008-2010
Under the Guidance of:Under the Guidance of: Submitted By:Submitted By:
Mr. Mukesh KumawatMr. Mukesh Kumawat Piyush TiwariPiyush Tiwari
Project Guide & FacultyProject Guide & Faculty MBA IVMBA IVthth Sem. Sem.
Vision School of Management Vision School of Management (Affiliated to Rajasthan Technical University & Approved by A I C T E)(Affiliated to Rajasthan Technical University & Approved by A I C T E)
Udaipur Road, Chittorgarh (Raj.)Udaipur Road, Chittorgarh (Raj.)
E-mail: E-mail: [email protected][email protected]
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Website: Website: www.visionmanagement.orgwww.visionmanagement.org
PrefacePreface
This MRP is prepared as the partial fulfillment for Two-Year degree Program of MBA
curriculum of Rajasthan Technical University, Kota. It is expected from an MBA to possess a good
communication & effective presentation skills.
Objectives of the project report, these are:-
It is uphold the dignity of individual
It is honor all commitments
It is committed to quality, Innovation and growth in every endeavor
It is responsible Corporate Citizens.
The research provides an opportunity to a student to demonstrate application of his/her knowledge,
skill and competencies required during the technical session. Research also helps the student to devote
his/her skill to analyze the problem to suggest alternative solutions, to evaluate them and to provide
feasible recommendations on the provided data. Although I have tried my level best to prepare this
report an error free report every effort has been made to offer the most authenticate position with
accuracy. This report contains a number of additional features:
Introduces electronic industry in India, general c electronic manufacturing process, price
& profit to the firm, trend & players, domestic players, market opportunities for
investment & company profile & objectives of the report.
On conceptual framework which related to electronic market (in the public sector,
interpretative models.
On data analysis & interpretation related to electronic products.
On observation & finding, conclusions & suggestion related to research methodology,
data analysis & interpretation which consider the topic of
“A STUDY OF BRAND PREFERENCE TOWARDS DESKTOP COMPUTERS.”
(Special Reference to Nimbahera & Chotisadri)
A bibliography in project report is provided at the end that should serve as good sources of
reference material for learners & researchers in the area.
An annexure appears at the end of the report that provides some useful sources of information
on the Internet regarding project report. This should prove to be a welcome features for those
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persons who would like to access the net for more information on issues covered in this project
report.
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DECLARATIONDECLARATION
This is to certify that Market Research Project Report on “A STUDY OF BRAND
PREFERENCE TOWARDS DESKTOP COMPUTERS.” submitted by me in Masters of
Business Administration Program from Vision School Of Management, Chittorgarh [Rajasthan
technical university, Kota] is my original work and the project report has not formed the
basis for the award of any diploma, degree, associate ship, fellowship or similar other
titles. Embodies the original work done by me under the able guidance and supervision of Mr.
Mukesh Kumawat (Guide & Faculty) Vision School of Management, Chittorgarh.
No part of this report has been produced from any other summer project, monograph, report
or book and all facts and figures have been confirmed by organizational guide.
------------------------------ ------------------------------
Mukesh Kumawat Piyush Tiwari
Project Guide M.B.A. IV Sem.
Date--------------------- Date-------------------
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ACKNOWLEDGEMENTACKNOWLEDGEMENT
The successful completion of a Market Research Project Report requires guidance & help
from a number of people. I was fortunate to have all the support from my teachers. I
therefore take this opportunity to express my profound sense of gratitude to the all those
who extended their whole hearted help and support to me in completing the project study
report work on
““ A STUDY OF BRAND PREFERENCE A STUDY OF BRAND PREFERENCE
TOWARDS DESKTOP COMPUTERS.TOWARDS DESKTOP COMPUTERS. ””
I also express my deep sense of gratitude to Mr. Mukesh Kumawat (Guide &
Faculty), who has helped us to do our project. We also thank to other faculty of VSM
& respondents for his valuable help in each stage of the project. Because of his co-
operation and continuous guidance successful completion of this project study report
was made possible.
I am sincerely thankful to Dr. A.L. Jain (Director, Vision School of Management) for
allowing me to undertake the report and making available all facilities for the successful
completion of the report besides guiding me to pursue the study on proper line.
I also express my deep sense of gratitude towards Ms. Nisha Jain, Mr. Vibhor Paliwal,
Mr. Rahul Jain, Ms. Pratibha Pagaria, Ms. Shobhika Tyagi (Faculty), P.L. Dashora
(Librarian) & all faculty members.
No Acknowledge would suffice for the support my family members, my training
colleagues, classmates & friends.
Lastly, I extend my thanks to all those whose name have not been mentioned way in
successfully carrying out the project report.
ThankingYou:
Piyush Tiwari
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EXECUTIVE SUMMARYEXECUTIVE SUMMARY
India's premier information, enabling specifies requirements for a quality management
system where an organization needs to demonstrate its ability to consistently provide
product and services that meets customer and applicable regulatory requirements.
The menu of Industry global services broadly covers IT consulting and professional
services in the area of vertical applications, technology integration, ERP
implementation and software development. This also includes a complete portfolio of
systems and network services for development. This also includes a complete
portfolio of systems and network services for Facilities Management, Helpdesks,
Systems Supports and network and Internet Implementation.
Computer Industry customers include Samsung, Government of Singapore, and
AMAL insurance Jurong Port in Singapore and Malaysian’s BSN commercial bank,
SIA, DBS bank, Maybank life assurance charted semiconductors.
Electronic Industry chosen platform of total technology integration lends itself to
some very significant alliances with the global leaders.
Today the industry has aligned its operations into five entities that offer seamless
linkages for the customers seeking entry into the wired world through total the.
‘Integration solution ands services’.
The industry focuses on the ever-growing segment in Imaging, Telecom and
Communication products solutions and services. Now it has an exclusive sale and
support.
The Industry Managed Network Service offerings for corporate include VPNs,
ASP offerings, Co Location/ hosting, CDNs, security, corporate internet telephony
solutions, technical and consumer help desks, 24/7 Network Operations Centre
monitoring and a host of value added networking services. Consumer services include
dialup PSTN/ISDN Internet access, Valufon calling cards and VoIP telephony
devices.
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Table of ContentTable of Content
Certificate I
Preface II
Declaration III
Acknowledgement IV
Executive Summary V
Table of Contents VI
Chapter No. TITLE PAGE NO.
1 Industry (IT) Profile 1-6
Computer Profile & Their Products 7-32
2 Conceptual Framework 33-68
3 Review of Literature 69-81
4 Research Methodology 82-85
Data Analysis & Interpretation 86-100
Finding & Conclusion 101
Suggestion 102
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Bibliography 103
Annexure 104-106
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Chapter No. 01Chapter No. 01
Computer IndustryComputer Industry
With sound macroeconomic condition and buoyant buying sentiment in the market,
PC sales touched 6.5 million units during 2006-07. The high growth in PC sales is
attributed to increased consumption by Industry verticals such as Telecom, Banking
and Financial Services, Manufacturing, Education, Retail and BPO/IT-enabled
services as well as major e- Governance initiatives of the Central and State
Governments. Significant consumption in the small and medium enterprises and
increased PC purchase in smaller towns and cities was witnessed during the year. It is
expected that increased Government focus on pan-India deployment of broadband at
one of the lowest costs in the world will soon lead to accelerated PC consumption in
the home market. The growing domestic IT market has now given impetus to
manufacturing in India. The year witnessed not only capacity expansion by the
existing players, but also newer investments in hardware manufacturing. India is also
high on the agenda of electronics manufacturing services companies.
This is now a matured industry sector in the country at least as far as various
application segments is concerned. State-of-art and reliable SCADA, PLC/Data
Acquisition systems are being applied across various sections of the process industry.
Latest AC drive systems from smaller to very high power levels also find application
in large engineering industries like steel plants and/or metal industries. World class
UPS systems are being manufactured in the country to cater to the need of the
emerging digital economy. However, it appears there is really no manufacturing base
in the country for the whole range of the latest test and measuring instruments which
are invariably procured from outside. A good number of Indian companies in the
control and instrumentation sector are able to acquire orders for export systems
through international competitive bidding.
However, the creation of knowledge base in the country through industrial R&D in
this critical sector has not been improving as desired. There is still lack of needed
R&D activities by the industry looking at the global market. On the part of
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Department of Information Technology some of the latest technology development
and applications in this area include Intelligent SCADA Systems for monitoring and
control of Mini Hydel plants, Advanced Traffic Control System for urban
transportation, Intelligent Power Controllers for improvement of quality of electric
power, etc. These systems have been successfully developed and applied in real field
conditions.
Computers Communication & Broadcast EquipmentComputers Communication & Broadcast Equipment
One of the CPT manufacturers successfully developed a prototype of the 42 Plasma
Display Panel. This marked a major achievement of a milestone in the area of
developing from green field a Technology development initiative in a Hi Tech area.
The focus of development was in optimizing the Plasma Display Cell design to
achieve the desired parameters of Contrast and Brightness, achieving high speed
response times and parallely designing the Scan and sustain driver boards to match the
Panel parameters. A fully functional video Controller was also designed and
developed to match the Logic Circuits of the PDP Panel. In the year 2006, the
company plans to begin selling commercially the PDP Panels developed completely
inhouse and the focus there on will be to create low cost products through
Technological breakthroughs. The color glass parts manufacturer implemented major
expansion of its capacity to meet increased local requirement due to substantial
growth in CPT production. The unit also started manufacture of glass parts for pure
flat tubes as the demand for such tubes increased due to one more unit launching
production during the year. Both the existing manufacturers of B/W glass parts
continued the production of colour funnels in their existing lines. They were also
planning to make large investment to set up manufacturing facilities for colour panels
in near future. A number of existing units imported capital goods under various
schemes for expansion of their capacities in PCBs, connectors, cable assemblies,
colour picture tubes, compact disc, glass parts for colour picture tubes, etc. Corporate
Catalyst India A report on Indian Electronics Industry The serviceable market for
professional grade components such as PCBs, semiconductor devices, connectors,
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wound components, antennas, etc., is likely to go up due to launch of manufacture of
mobile handsets in the country.
Evolution of MarketingEvolution of Marketing
At the beginning of the century, social life was mostly local. It was followed by a
period in which commodities were produced on a mass scale. Consumer Marketing
operated on mass marketing principles and business primarily concerned itself with
how to build the best sales force. At the end of the century, there is an emerging
global culture. The major driver of these changes is technology. Technological change
has moved steadily back focusing on the individual. These changes shape the
possibility and conduct of business. Marketing is especially tied to communication
and transportation revolution. As the tools and reach of marketing increase, the job
and responsibilities of marketers have evolved with them.
Kotler formalized this evolution with his book "Marketing Management." His key
stages are production, sales and brand management. Each of these is strongly
motivated by technological opportunities, which permit new methods and new
opportunities. A fourth stage, a focus on the individual customer, is also important. As
the new technology of the Internet develops, it reinforces the new marketing emphasis
- which in many ways is a return to business at the turn of the century.
In today’s technology driven world, a new fast paced digital economy is emerging. In
the near future, it wouldn’t be surprising to see that there are companies that exist only
inside computer networks. Most business transactions will be made electronically,
directly from the producer to the consumer, bypassing the supply chain. In the digital
marketing environment, the consumer becomes an integral player in the development
of the product. In fact, a consumer might build the product himself from a wide array
of parts provided by the company. It is e-commerce that is changing the way products
and services are conceived, manufactured, promoted, priced, distributed and sold. The
reason being that it is much cheaper; it allows vast coverage and helps in serving the
customer better.
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IT Hardware and Office Automation MarketIT Hardware and Office Automation Market
IT hardware, primarily the desktop, has been driving for the new economy. Starting from
wealth creation to improving quality of life for all sections of society, it has been one of
the major contributors to the Indian electronics hardware. The computer segment is one
of the fastest growing segments of the electronics industry. The percent share of this
segment in the total electronics hardware industry has increased from 11 percent in 2002-
2003 to 18 percent in 2004-2005. The increasing demand for computers in emerging
sectors such as On-line Transaction Processing (OLTP) and SOHO is expected to drive
the growth of the segment and the industry. The national broadband policy has forecasted
the PC penetration to increase from 14 in 2005 to 69 per 1000 persons by 2010 in order to
achieve the broadband target of 20 million subscribers by 2010.
The Total Market (TM) for semiconductors in India in 2005 is estimated at $2.82 billion
and the IT hardware and office automation market accounts for about 27.6 percent of the
TM. The Total Available Market (TAM) for semiconductors in India was valued at $1.14
billion in 2005 and the IT hardware and office automation market accounts for 51.7
percent of the TAM. The higher manufacturing activity in the desktops industry reflects
in the higher share of the TAM for the IT hardware and office automation market. The
study has covered the major products in the IT hardware and office automation namely
desktops, monitors, Desktops, printers, keyboards and photocopiers. Desktops account for
the highest share in the IT hardware; and OA segment for a monopolistic share of about
86 percent in TM in 2004 and would continue to lead the segment even by 2010,
Monitors comprise the second largest segment followed by Desktops, photocopiers,
printers and keyboards. Microprocessors account for the largest share in the
semiconductor TAM in IT and OA segment followed by memory and ASICs. The share
of the microprocessors and memory would continue to increase compared to the other
semiconductor types due
to the growth in desktop segment. The semiconductor market for IT hardware and OA
segment has benefited from the robust growth in the desktop industry. The IT hardware
and OA segment is the second largest segment, next to communications, which takes the
first place in the overall TM considering all the application segments. In TAM, IT
hardware and OA segment is the leader as the consumption of processors and memory,
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which are high value semiconductors and are purchased in India irrespective of the place
of manufacturing. The low desktop/ PC penetration rate provides ample opportunities
for the desktop sales and is expected to propel IT hardware and OA segment to be one of
the major segments in the semiconductor market during the forecast period.
IT hardware and office automation market: TM and TAM revenue forecasts
(India), 2003–2015
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IT Industry in IndiaIT Industry in India
IT Industry in India comprises hardware, software, and ITES (Information
Technology Enabled Services). As per McKinsey-NASSCOM report, India's
annual revenue from the IT industry for 2008 has been projected at US $ 87
billion. This includes IT services, software products and services, IT enabled
services and e-businesses.
The distribution of US $ 87 billion has been worked out as: o IT Services generating a revenue of US $ 38.5 billion
o Software products and services contributing with a revenue of US $ 19.5
billion
o IT enabled services (ITES) generating a revenue of US $ 19 billion
o E-business earning a revenue of US $ 10 billion
Other vital observations of the NASSCOM-McKinsey report about Indian IT
industry are:
Of the total Indian exports, IT will constitute 35%
FDI (foreign direct investment) of almost US $ 5 billion will be attracted by the IT
industry
Software and services will account for 7.5 % of GDP growth
IT shares capitalization value will be almost US $ 225 billion
IT sector will create 2.2 million jobs within 2008.
IT hardware industry in IndiaHCL Infosystems Ltd, Wipro Ltd., Zenith Computers, PCS Industries Ltd., Acer, TVS
Electronics, D-link Industries, Microtek Devices are some of the renowned Indian
computer hardware and peripheral device manufacturers in India. IBM, Hewlett Packard,
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Dell, Epson, Canon are multinational corporations in computer hardware and peripherals
operating in India.
IT Software Industry in IndiaIT software industry has witnessed phenomenal growth in the last decade. During the
decade 1990-2000 the software industry in India grew from US $ 150 million to US $ 5.7
billion. Satyam, Infosys, Wipro and TCS are some of the leading Indian software IT
companies.
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Company Profile & Their ProductsCompany Profile & Their Products
Born in 1976, HCL has a 3 decade rich history of
inventions and innovations. In 1978, HCL
developed the first indigenous micro-computer at
the same time as Apple and 3 years before IBM's
PC. During this period, India was a black box to
the world and the world was a black box to India. This micro-computer virtually gave
birth to the Indian computer industry. The 80's saw HCL developing know-how in many
other technologies. HCL's in-depth knowledge of Unix led to the development of a fine
grained multi-processor Unix in 1988, three years ahead of Sun and HP.
HCL's R&D was spun off as HCL Technologies in 1997 to mark their advent into the
software services arena. During the last eight years, HCL has strengthened its processes
and applied its know-how, developed over 28 years into multiple practices - semi-
conductor, operating systems, automobile, avionics, bio-medical engineering, wireless,
telecom technologies, and many more.
Today, HCL sells more PCs in India than any other brand, runs Northern Ireland's largest
BPO operation, and manages the network for Asia's largest stock exchange network apart
from designing zero visibility landing systems to land the world's most popular airplane.
HCL Infosystems Ltd is one of the pioneers in the Indian IT market, with its
origins in 1976. For over quarter of a century, we have developed and implemented
solutions for multiple market segments, across a range of technologies in India. We have
been in the forefront in introducing new technologies and solutions.
In the early 70’s a group of young and enthusiastic and ambitious technocrats
embarked upon a venture that would make their vision of IT revolution in India a reality.
Shiv nadir and five of his colleagues got together and 1975 set up a new company
MICROCOMP to start with; they started to capitalize on their marketing skills. Micro
comp marketed calculators and with in a few month of starting operation, the company
was out selling its major competitors.
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On 11th August, 1976 HINDUSTAN COMPUTERS LIMITED was incorporated
as joint venture between the entrepreneurs and UPSCE, wit an initial equity of Rs.1.83
Lacs.
HCL is a $5 billion leading global Technology and IT Enterprise that comprises two
companies listed in India - HCL Technologies & HCL Infosystems. Founded in 1976,
HCL is one of India's original IT garage start-ups, a pioneer of modern computing, and a
global transformational enterprise today. Its range of offerings spans Product
Engineering, Custom & Package Applications, BPO, IT Infrastructure Services, IT
Hardware, Systems Integration, and distribution of ICT products across a wide range of
focused industry verticals. The HCL team comprises over 62,000 professionals of diverse
nationalities, who operate from 26 countries including over 500 points of presence in
India. HCL has global partnerships with several leading Fortune 1000 firms, including
leading IT and Technology firms. For more information, please visit www.hcl.in.
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It’s Products (Desktop Computers)It’s Products (Desktop Computers)
Price:Rs.22490
Product Code:AC1V0022
Description
Free DOS
Intel® Pentium® Dual Core Processor E5400
PDC E5400 (2.7 Ghz , 800 MHz, 2 MB)
Intel® G41 Chipset
1 GB DDR III RAM upgradable upto 8 GB
320 GB SATA Hard Disk Drive 22X DVDRW
Configuration
OS Free DOS
Processor Intel® Pentium® Dual Core Processor E5400
Details PDC E5400 (2.7 Ghz , 800 MHz, 2 MB)
Chipset Intel® G41 Chipset
Memory 1 GB DDR III RAM upgradable upto 8 GB
HDD 320 GB SATA Hard Disk Drive
ODD 22X DVDRW
Display 18" TFT screen
Graphics Intel® GMA X4500 onboard graphics subsystem
Audio Supports 5.1-channel audio subsystem using the Realtek ALC662 audio codec.
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Keyboard 104 Keys Internet/Multimedia PS/2 Keyboard ( Black)
Mouse 3 Button W/Scroll Optical PS/2 Mouse(Black)
Cabinet Std u-ATX Cabinet
On Board 10/100/1000 Mbps
I/O Slot 2 PCI Slots, 1 PCI Express X16 slot, 1 PCI Express X1 slot
I/O Port 1 PS/2 Keyboard, 1 PS/2 Mouse, 4 USB Ports,1 LAN Port, 1 VGA Port, 3 Audio (Line Out, Line In , MIC) Ports
Softwares/Bundles
EC2 Data Recovery Software preloaded
Warranty Support 1 Year On-site Warranty with unique 24x7x365 days helpline support from HCL
Product Code AC1V0022
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HCL Ezeebee AC1V0023
Price:Rs.25490
Product Code: AC1V0023
Configuration
OS Free DOS
Processor Intel® Core™2 Duo Processor E7500
Details C2D (3 MB L6 Cache,1066 Mhz FSB, 2.93 Ghz)
Chipset Intel® G41 Chipset
Memory 1 GB DDR III RAM upgradable upto 8 GB
HDD 320 GB SATA Hard Disk Drive
ODD 22X DVDRW
Display 18" TFT screen
Graphics Intel® GMA X4500 onboard graphics subsystem
Audio Supports 5.1-channel audio subsystem using the Realtek ALC662 audio codec.
Keyboard 104 Keys Internet/Multimedia PS/2 Keyboard ( Black)
Mouse 3 Button W/Scroll Optical PS/2 Mouse(Black)
Cabinet Std u-ATX Cabinet
On Board 10/100/1000 Mbps
I/O Slot 2 PCI Slots, 1 PCI Express X16 slot, 1 PCI Express X1 slot
I/O Port 1 PS/2 Keyboard, 1 PS/2 Mouse, 4 USB Ports,1 LAN Port, 1 VGA Port, 3 Audio (Line Out, Line In , MIC) Ports
Warranty Support 1 Year On-site Warranty with unique 24x7x365 days helpline support from HCL
HOWEVER FAR WE’VE COME, WE CAN ALWAYS
GO FURTHER.
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Started in 1980, Zenith has strived to bring the latest technology products to the Indian
market. Thereby, creating a market in India for computing in offices, banks, households,
education and every sector that has benefitted from technological advancement. Yet, we
refuse to take much credit for the fact that Zenith launched Desktops in India for the first
time, and introduced networking in India for the first time, and many others such as Unix,
CPM, touchscreens and other innovations. Our success has been evidence enough.
When Zenith began, it was the 59th ranked PC company, with many major business
houses having entered this new and exciting space. Many could not keep up with the pace
of the computing industry and quit. We stayed because we’re always on. And now we’re
the 2nd largest PC company in India.
We refuse to rest on our laurels. We’re always on because we’re only as good as the latest
technology.
Have a look at the product section to see our range of products.
QUICK FACTS ABOUT ZENITH COMPUTERS
Established in 1980, by Mr.Raj Saraf.
Ranked at 59th when the company began, now is the 2nd largest PC company in
India.
Employs 800 people with 15 branches and a 60,000 sq ft factory in Goa
Publicly-owned, listed on NSE and BSE
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FOCUS ON INNOVATION
Constant focus on innovation, Zenith release the latest technology even before
MNCs do, in India.
Innovates to create products specific for the Indian market
Keeping the products affordable and accessible and thus innovating in everything
we do.
First to introduce common operating system in India with CPM even before MS
DOS. Added packages SuperCalc, WordStar & DBase2.
First to introduce Unix in India
Brought Networking to India in 1987 before IBM did, and it is now an industry
First to bring Desktops in 1991
India’s first Education PC/Education Desktop
First sub-25k Pentium Desktop in India
Management by Technology™ concept: Using technology products to improve business
efficiencies and integrate technology in areas that are currently offline.
The Zenith NPD [New Product Development] Center in Mumbai researches, ideates,
develops and manufactures PCs and Desktops for Computing, Communication and
Entertainment.
MANUFACTURING AND THE ENVIRONMENT
Zenith’s Goa Factory is ISO 14001 certified
The products are RoHS compliant
E-waste is a major concern, and we work with customers to ensure minimum
damage to the environment
OVER A MILLION CUSTOMERS IN INDIA AND ABROAD
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The first Indian PC company to reach the Indian hinterland with its retail
expansion plan in 2001
Currently, Zenith has 500 Zenith PC World stores and 1000 dealers nationwide
Zenith sells worldwide!
Zenith PCs and Desktops are now available in South America, Europe, Middle
East and Africa, SAARC and Asia.
Twice Winner of ESC Award for Highest Exports in IT Hardware!!
A company is known by the company its keeps. The leading Indian companies buy
Zenith Desktops and Desktops.
THE CHOICE FOR THE TOP CORPORATES
Our customers include Intel, Microsoft, Tata Group, Godrej, Taj Hotels, Kotak, HDFC,
Mahindra and Mahindra, Toyota, Colgate, State Bank of India, ICICI, ITC, Castrol,
Reliance Infocom, Aviva and even IBM.
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It’s Products (Desktop)It’s Products (Desktop)
ZENITH BUSINESS ATOM PC
Highlights:
Intel Original Motherboard with ATOM Processor
1 GB DDR2 RAM upgradeable to 4 GB
160 GB SATA II HDD upgradeable to 320 GB
ZENITH BUSINESS PC Q45Highlights:
Most Economical PC in India with V-PRO Support
Intel Q45 Chipset Motherboard
1 GB DDR2 RAM upgradeable to 16 GB
Dual display capabilities on-board Gigabit LAN
Dual Core, Core 2 Duo, Core 2 Quad CPU options
AMD ATHLON DUAL CORE
CONFIGURATION -1 PC 61M
For DGSD customers only!
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ZENITH BUSINESS PC H55 I7
Highlights:
New Intel i Core Processor with Graphics Card
Intel Intel H55 Express Chipset
1 GB DDR2 RAM upgradeable to 8 GB
160 GB SATA II HDD upgradeable to 1 TBGigabit
Zenith BYPC Smart Style Green PC for Sidharth Sinha
List Price: Rs 26,350.00
ZENITH BUSINESS PC H55 I7
Highlights:
New Intel i Core
Processor with Graphics Card
Intel Intel H55 Express Chipset
1 GB DDR2 RAM upgradeable to 8 GB
160 GB SATA II HDD upgradeable to 1 TB
Gigabit LAN
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HP is a technology company that operates in
more than 170 countries around the world.
We explore how technology and services
can help people and companies address their
problems and challenges, and realize their
possibilities, aspirations and dreams. We
apply new thinking and ideas to create more
simple, valuable and trusted experiences with technology, continuously improving the
way our customers live and work.
No other company offers as complete a technology product portfolio as HP. We provide
infrastructure and business offerings that span from handheld devices to some of the world's
most powerful supercomputer installations. We offer consumers a wide range of products and
services from digital photography to digital entertainment and from computing to home
printing. This comprehensive portfolio helps us match the right products, services and
solutions to our customers' specific needs.
Fast facts
• HP was founded in 1939.
• Corporate headquarters are in Palo Alto,
Calif.
• Mark Hurd is president and CEO.
• HP is the world's largest IT company,
Technology leadership
HP's three business groups drive industry
leadership in core technology areas:
• The Personal Systems Group: business
and consumer PCs, mobile computing
devices and workstations
• The Imaging and Printing Group: inkjet,
LaserJet and commercial printing,
printing supplies
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with revenue totaling $114.6 billion for
fiscal 2009.
• HP's 2009 Fortune 500 ranking: No. 9.
It’s Products
Desktop computers
For Home & Home Office
»HP Pavilion Home Desktop PCs
The perfect desktop computer for your digital needs
»Compaq Presario Home Desktop PCs
Choose from the range of desktop computers perfect for digital imaging needs, or media centre PCs for all-round digital entertainment for your home
For business
»Business Desktop PCs
Choose from the range of business desktop computers with stable computing solutions to deliver optimal performance for your business
Workstation computers
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»Workstations
Engineered for ultimate value and performance
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Vision & MissionVision & Mission
Vision
To grow as one of Top 3 Indian Hardware providers .
Mission
To be a respected and profi table provider of a range of products and services through:
• Customer sat isfact ion
• Equipment Rel iabi l i ty
• Employee Motivat ion
Background
R.P. Group of Companies , headquartered in Kolkata , India , offers var ious
products and services in the sphere of IT, Media, Advert is ing, Argo Foods,
Consul tancy, Ceramics, e tc .
The R.P Group of Companies includes:
R. P. Infosystems Pvt . Ltd.
R. P. Vyapaar Pvt . Ltd.
R. P. Techvision (I) Pvt . Ltd.
R. P. Food and Agro Chem Pvt . Ltd.
R. P. Ceremics Pvt . Ltd.
CHIRAG Sports Pvt . Ltd-(CHIRAG UNITED Soccer Club)
Our constant endeavor to re invent ourselves has taken us towards new and
yet unexplored horizons. This urge to excel has helped us launch our very
indigenous range of desktops and workstat ions, “CHIRAG”.
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It’s ProductsIt’s Products
Model Number : C18
Product Name : I901C0100
PART NO : Ce189455120802
Specif ications
CHIPSET : Intel 945GC Express Chipset
VIDEO MEMORY: : 224 MB Max
CPU : Intel Celeron processor 430 @ 1.8 GHz, 65 nm Archi tecture .
NO OF PROCESSING CORES : One.
L2 CACHE : 512 KB.
FSB : 800 MHz.
PROCESSOR TECHNOLOGY : Intel Core Micro-archi tecture .
RAM : 512 MB DDR.
HDD : 80GB SATA2, 3.0 Gb/s , 7200RPM.
OPTICAL DRIVE (Internal) : DVD WRITER.
ON_BOARD LAN : 10/100.
USB PORTS : Front – 2nos, & Rear-4 nos.
CABINET TYPE : ATX.
SMPS : 24 Pin.
KEYBOARD & MOUSE : 104-Key Keyboard + 2-but ton Optical Mouse.
WARRANTY : 1(ONE) YEAR HARDWARE WARRANTY.
VISUAL DISPLAY UNIT : 15’’ CRT.
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Model Number : U25 bn
Product Name : IG01U0300
PART NO : Cd25311001602
Specif ications
CHIPSET : Intel G31 Express Chipset
VIDEO MEMORY: : 384 MB Max
CPU : Intel Core 2 Duo processor E7200 @ 2.53 GHz, 45nm Archi tecture .
NO OF PROCESSING CORES : Two.
L2 CACHE : 3MB shared by both the cores .
FSB : 1066MHz.
PROCESSOR TECHNOLOGY : Intel Core Micro - archi tecture .
RAM : 2 G.B DDR.
HDD : 160GB SATA2, 3.0 Gb/s , 7200 RPM.
OPTICAL DRIVE (Internal) : DVD WRITER.
ON_BOARD LAN : 10/100.
USB PORTS : Front – 2nos, & Rear-4 nos.
CABINET TYPE : ATX.
SMPS : 24 Pin.
KEYBOARD & MOUSE : 104-Key Keyboard + 2-but ton Optical Mouse.
WARRANTY : 1(ONE) YEAR HARDWARE WARRANTY.
VISUAL DISPLAY UNIT : 19’’ TFT.
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Product Name : IG01U0300
Model Number : U30 cn
PART NO : CD30312002502
Specif ication
CHIPSET : Intel G31 Express Chipset
VIDEO MEMORY: : 384 MB Max
CPU : Intel Core 2 Duo processor E8400 @ 3.0 GHz, 45 nm Archi tecture .
NO OF PROCESSING CORES : Two.
L2 CACHE : 6MB shared by both the cores .
FSB : 1333 MHz.
PROCESSOR TECHNOLOGY : Intel Core Micro-archi tecture .
RAM : 2 G.B DDR.
HDD : 250 GB SATA2, 3.0 GB/s, 7200RPM.
OPTICAL DRIVE (Internal) : DVD WRITER.
ON_BOARD LAN : 10/100.
USB PORTS : Front – 2nos, & Rear-4 nos.
CABINET TYPE : ATX.
SMPS : 24 Pin.
KEYBOARD & MOUSE : 104-Key Keyboard + 2-but ton Optical Mouse
WIRELESS.
WARRANTY : 1(ONE) YEAR HARDWARE WARRANTY.
VISUAL DISPLAY UNIT : 19’’ CRT.
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ACER is an incorporated not-for-profit
organization founded in 1987. Members are leaders
in education, media and business who initiate and
facilitate development, production and promotion
of Canadian materials to meet the needs of to-day's learners.
Mission Statement: "Measuring and tracking the effects of climate change demands
accurate reporting. ACER believes in a grassroots approach - utilizing citizen
scientists to conduct such measurement in a scientifically sound manner.
ACER develops, delivers and supports programs and resources that educate and
enable citizen scientists to undertake accurate monitoring and reporting, thus
contributing to awareness and understanding of climate change which contributes to
an ecologically sustainable future for the planet."
ACER believes that sound ecological action depends on monitoring and responding at
the community level. Our current focus is ecological monitoring to track
environmental change.
ACER's dynamic volunteer network of community groups, educators and scientists
teaches pro-active approaches to monitoring and restoring ecosystem health through
hands-on programs.
Our community partners gather data that is fed into national biodiversity databases to
support environmental education and decision making at community, regional,
national and international levels. By supporting ACER you become part of this
important effort.
ACER:
Evaluates Ideas
Seeks Funding
Produces and Promotes Materials
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Ideas are evaluated, funding sought, materials produced and promoted for use by
educators and other interested groups or agencies. ACER acts as a bridge between the
professional educator and the materials needed to promote lifelong learning.
ACER funding comes from membership and donations. All project funds are
monitored by an advisory board. Reasonable fees and expenses are paid to those
working on projects. Members donate many hours of their time to assist in various
projects.
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LG Electronics is one of the leading companies in
the field of electronics with a global presence in
many countries. . Before briefing, I have divided
the introduction part into three main sub parts.
The LG Electronics Life's Good signature consists of the LG logo, seal, and
the slogan, "Life's Good" set in Charlotte sans typeface curved around the
LG symbol. The curving of the slogan reinforces LG's personality and
uniqueness. The consistent usage of this signature clearly establishes the
unique identity of the company and unifies every division and product from
LG Electronics across the globe.
1. LG Global
2. LG India
3. LG Pune
History of company
The company was originally established in 1958 as Gold Star, producing radios, TVs,
refrigerators, washing machines, and air conditioners.
The LG Group was a merger of two Korean companies, Lucky and Gold Star, from
which the abbreviation of LG was derived. The current "Life's good" slogan is a
backronym. Before the corporate Name change to LG, household products were sold
under the Brand name of Lucky, while electronic products were sold under the brand
name of Gold Star. The Gold Star brand is still perceived as a discount brand.
In 1995, Gold Star was renamed LG Electronics, and acquired Zenith Electronics of
the United States.
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Global Operation
LG Electronics is playing an active role in the world market with its assertive global
business policy. As a result, LG Electronics controls 110 local subsidiaries in the
world with around 82,000 executive and employees.
LG Group
1. LG.Philips LCD
2. LG Chemical
3. LG Telecom
4. LG Powercom
5. LG Twins
6. LG Dacom
Business areas and main products
Mobile communications
(a) CDMA Handsets,
(b) GSM Handsets,
(c) 3G Handsets,
(d) Cellular Phones
Digital appliance
a) Air Conditioners ,
b) Refrigerators ,
c) Microwave Ovens ,
d) Washing Machines ,
e) Vacuum Cleaners ,
f) Home Net,
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g) Compressors for Air Conditioners and Refrigerators
Digital display
a) Plasma TVs ,
b) LCD TVs ,
c) Micro Display Panel TVs,
d) Monitors,
e) PDP Modules,
f) OLED Panels,
g) USB Memory,
h) Flat Panel Computer Monitors
Digital media
a) Home Theater Systems,
b) DVD Recorders ,
c) Super Multi DVD Rewriters,
d) CD±RW,
e) Notebook PCs,
f) Desktop PCs,
g) PDAs,
h) PDA Phones,
i) MP3 Players ,
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j) New Karaoke Systems,
k) Car Infotainment
VISION
Global Top 3 by 2010
Global Top 3 Electronic/Telecommunication company
GROWTH STRATEGY
“Fast innovation, Fast growth”
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CORE COMPETENCY
“Product leadership, Market leadership, People leadership”
CORPORATE CULTURE
No excuse, “we” not “I”, Fun workplace
SLOGAN
"Life's Good" represents LG's determination to provide delightfully smart
products that will make your life good.
THE SYMBOL
The symbol of LG is the face of future. The letter “L” and “G” in a circle symbolizes
world, future, youth, humanity & technology.LG philosophy is based on humanity. It
also represents LG’s efforts to keep close relationship with our customers around the
world.
The symbol consists of two elements.
1. The logo in LG gray
2. The stylized image of human face in the unique LG red color.
Red color represents our friendliness and gives a strong impression of LG’s
commitment to deliver the best.
The circle symbolizes The Globe. The stylized image of a smiling face in the symbol
conveys “Friendliness and Approachability”. The one eye on the symbol represents
“Goal-oriented, Focused & Confident”.
The slogan of LG is “Life’s Good”. It expresses “ Brand’s Value, Promises,
Benefits , Personality.
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A laptop computer is a convenient portable computer that has
gained wide popularity with people who travel extensively,
study in coffee shops, and particularly for those who enjoy
the space saving design. Laptops have come a long way with
optional features such as integrated web camera for video
chatting. Laptops with wi-fi technology for connecting to a
wireless network or an internet hot spot and mobile
broadband to connect anywhere are very convenient. Laptops with a bluetooth reader, finger
print scanner, or a space saving slot loaded disc drive make technology fun.
Ultra convenience at an extremely convenient price. Experience Dell laptops and notebook
computers and you’ll wonder how you ever survived without the convenience of a laptop
computer. Notebook computers have desktop power without the desktop size and portable
convenience that sits in your lap. Dell laptops and notebook computers have gained
worldwide popularity among travelers, students, and business professionals.
Dell laptops and notebook computers have become the epitome of mobile convenience... with
every generation, technologies and amenities increase while prices drop. Make technology
fun with integrated web cameras for video chatting; Wi-Fi technology to connect anywhere,
at any time; Bluetooth readers; finger print scanner; and slot loaded CD/DVD disc drives.
Among Dell’s large selection of laptops, notebook, desktop and netbooks computers, there’s
a perfect size, color, weight, and speed for you, your personality and needs. Get yours today
online or contact us and we’ll help you configure your dream Dell laptop or notebook
computer!
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IBM Corporate Citizenship: Helping to
build a smarter planet The primary focus
of our corporate citizenship activities is
on developing initiatives to address
specific societal issues, such as the
environment, community economic development, education, health, literacy, language
and culture. We employ IBM's most valuable resources, our technology and talent, in
order to create innovative programs in these areas to assist communities around the
world.
For example, our Corporate Service Corps program annually deploys teams of
selected high potential employees to emerging regions to work with government,
nonprofit and non-governmental organizations on critical local projects. Teams have
completed projects in Ghana, Romania, Tanzania, the Philippines and Vietnam around
water quality, disaster preparedness and project management.
Our World Community Grid initiative utilizes grid computing technology to harness
the tremendous power of idle computers to perform specific computations related to
critical research around complex biological, environmental and health-related issues.
The current projects include Help Fight Childhood Cancer, Clean Energy, and
Nutritious Rice for the World, FightAIDS@Home, Help Conquer Cancer,
AfricanClimate@Home, and a genomics initiative and research on Dengue Fever.
Another example of our citizenship activities is our employee volunteer initiative,
entitled On Demand Community. Since its inception in 2003, over 145,000 employees
and retirees have registered and performed almost 10 million hours of volunteer
service around the world. This program equips our employee and retiree volunteers
with a distinct set of on demand tools based on the successful technology solutions
created exclusively by IBM for schools and community agencies. These Web-based
tools provide them with a myriad choice of meaningful volunteer opportunities,
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resources and specific activities designed to help make them more effective volunteers
and to offer valuable assistance to schools and not-for-profit organizations.
To learn more about our work in the context of IBM's broader corporate responsibility
efforts, please visit Innovations in Corporate Responsibility.
Program overviews
Education
IBM realizes the power and importance of education. Through major initiatives
such as Reinventing Education, the IBM KidSmart Early Learning Program,
and IBM MentorPlace, IBM is working to raise student achievement and
enhance academic productivity to support thriving communities around the
globe.
Adult training and workforce development
Technology can be a powerful tool in education and job training programs for
adults, helping broaden opportunities and strengthening programs available to
adults in need of new skills and employment. It also can help simulate real job
conditions, make the acquisition of education and skills more effective and help
people get the network of support they need to obtain and retain employment.
Arts and culture
IBM's support of the arts stems from our strong tradition of bettering our
communities. We feel a deep sense of responsibility both inside and outside the
company — a focused determination to enhance the communities in which we
do business and in which our customers and employees live. By joining with
libraries, museums, and other cultural institutions in exciting partnerships that
leverage IBM expertise, we also demonstrate the critical role technology plays
in enhancing the arts.
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Helping communities in need
Wherever IBM does business around the globe, we form connections to
communities and support a range of civic and nonprofit activities that help
those in need. In all our efforts, we demonstrate how technology can enrich and
expand access to services and assistance.
Environment
Through targeted efforts that combine technology and innovation, IBM is
committed to environmental leadership that will help protect our planet for this
and future generations.
Employee giving
IBM teams with employees to support organizations and causes in the communities
where they live and work. Community-level grant making and extensive volunteer
programs help our employees become personally involved in community projects
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Chapter- 02Chapter- 02
Conceptual Frame WorkConceptual Frame Work
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT (CRM)?
CRM is a term that is often referred to in marketing. However, there is no
complete agreement upon a single definition. This is because CRM can be considered
from a number of perspectives. In summary, the three perspectives are:
1. CRM from the Information Technology Perspective.
From the technology perspective, companies often buy into software that will help
to achieve their business goals. For many, CRM is far more than a new software package,
the renaming of traditional customer services, or an IT-based customer management
system to support sales people. However, IT is vital since it underpins CRM, and has the
payoffs associated with modern technology, such as speed, ease of use, power and
memory, and so on.
2. CRM from the Customer Life Cycle (CLC) Perspective.
The Customer Life Cycle (CLC) has obvious similarities with the Product Life
Cycle (PLC). However, CLC focuses upon the creation of and delivery of lifetime value
to the customer i.e. looks at the products of services that customers need throughout their
lives. It is marketing orientated rather than product orientated. Essentially, CLC is a
summary of the key stages in a customer's relationship with an organization.
3. CRM from the Business Strategy Perspective.
The Business Strategy perspective has most in common with many of the lessons
and topics contained on this website, and indeed within the field of marketing itself. The
diagram below shows the Marketing Teacher Model of CRM and Business Strategy. Our
model contains three key phases - customer acquisition, customer retention and customer
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extension, and three contextual factors - marketing orientation, value creation and
innovative IT.
CRM MODEL
A
commonly cited definition of CRM is that of CRM (UK) Ltd (2002), as follows:
Customer Relationship Management is the establishment, development,
maintenance and optimization of long-term mutually valuable relationships between
consumers and organizations. The relationship delivers value to customers, and profits to
companies. The relationship is supported (but not driven) by cutting edge IT. The
business strategy is based upon the recruitment, retention and extension of products,
services, solutions or experiences to customers. This is the core of CRM.
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ALL ABOUT BRANDINGALL ABOUT BRANDING
The term brand means different things to the different roles of buyer and seller,
with buyers generally associating brand with a product or service, and merchants
associating brand with identity. Brand can also identify the company behind the specific
product -- that's not just a biscuit, that's Britannia biscuit. This use of brand puts a "face"
behind the name, so to speak, even if the "face" is the result of advertising copy and
television commercials. This use of brand also says nothing of quality, just the buyer's
exposure to the brand's PR and media hype. For the typical merchant, branding is a way
of taking everything that is good about the company -- positive shopping experience,
professionalism, superior service, product knowledge, whatever the company decides is
important for a customer to believe about the company -- and wrapping these
characteristics into a package that can be evoked by the brand as signifier.
Introduct ion to Branding
The American Marketing Association defines a brand as “A name, term, sign,
symbol or design or a combination of them, intended to identify the goods and services of
one seller or group and to differentiate them to those for competitors”. A brand is thus a
product or service that’s adds a Dimension that differentiates it in some way from other
products or services designed to satisfy the same need. These differences may be
functional, rational, or tangible- relate to product performance of the brand.
Branding has been around for centuries as a means to distinguish the goods of one
producer to those of another. The earliest signs of branding can be traced to Europe where
the medieval guilds required that craftsmen put trademarks on their product to protect
themselves and producer against inferior quality substitutes. Also in fine arts branding
began with artists signing their works. Brands today play a number of important roles that
improve the consumer’s lives and enhance the financial value of firms.
Brands identify the source or maker of the product and allow consumers-either
individual or organizations- to assign responsibility to a particular manufacturer or
distributor. Consumers may evaluate the identical product differently depending how it is
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branded. Consumers lean about the brand with its past experience and the marketing
program. As consumers lives becomes more complicated, time starved the ability of
brand to simplify decision making is invaluable. Brands also perform valuable functions
for the firm. First they simplify the product handling and tracing. Brands help to organize
inventory and accounting records. The brand name can be protected registered
trademarks. The intellectual property rights ensure that the firm can safely invest in the
brand and can reap the benefits over a long period of time.
Brands can signal a certain level of quality so that satisfied buyers can easily
choose the product again. Brand loyalty provides predictability and security of demand
for the firm and creates barriers to entry that makes it difficult for other firms to enter the
market. This brand loyalty can translate into willingness to pay higher price. In this sense
branding can be seen as powerful means to secure a competitive advantage. Brands
represent enormously valuable pieces of legal property that can influence consumer’s
behavior. Strong brand results in better earnings and profit performance for firms, which
in turn, creates greater value for shareholders.
How do you “BRAND” a product? Although firms provide the impetus to brand
creation through marketing programs and other activities, ultimately a brand is something
that resides in the mind of the consumers. A brand is a perpetual identity that is rooted in
reality but reflects the perceptions and perhaps even the ultimate choice of the consumers.
Branding is endowing products and services with the power of brands. To brand a
product, it is necessary to teach the consumers “who” the product-by giving a name.
Branding involves creating mental structures and helping consumers organize their
knowledge about products and services in a way that clarifies their decision making and
in process provides value to the firm
Branding can be applied virtually anywhere a consumer has a choice. It is possible
to brand:
A physical good (Nestle soup, Pantene shampoo or Maruti Swift),
A service (Kingfisher Airlines, TATA AIG medical insurance),
A store (Big Bazaar, BATA stores),
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A place (The state of Kerala, Pushkar Mela),
A person (Shahrukh Khan, Sachin Tendulkar),
An organization (UNICEF or BCCI),
Brand is the proprietary visual, emotional, rational, and cultural image that you
associate with the company or a product. When you think of Volvo, you think of safety.
When you think of Nike, you think of Michael Jordon or ‘Just Do It’. When you think of
IBM, you think of ‘Big Blue’. The fact that you remember the brand name and have
positive associations with that brand makes your product selection easier and enhances
the value and satisfaction you get from product.
While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca-Cola,
the fact is that more people buy Coke than any other Cola. The fond memories of
childhood and refreshment that people have when they drink Coke is often more
important than a little bit better cola taste. It I this emotional relationship with brands that
make them so powerful.
Purpose of Branding
The purpose of branding is to create a powerful and lasting emotional connection with
customers and other audiences. A brand is a set of elements or “brand assets” that in
combination create a unique, memorable, unmistakable, and valuable relationship
between an organization and its customers. The brand is carried by a set of compelling
visual, written and vocal tools to represent the business plan and intentions of an
organization.
Branding is the voice and image that represents your business plan to the outside world.
What your company, products and services stand for should all be captured in your
branding strategy, and represented consistently throughout all your brand assets and in
your daily marketing activities
The brand image that carries this emotional connection consists of the many manageable
elements of branding system, including both visual image assets and language assets. The
process of managing the brand to the business plan is important not only in “big change
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situation” where the brand redefinition is required, but also in the management of routine
marketing variables and tactics. This does not have to be a “ground-up” situation where
there are wholesale changes to the business. Rather it is more common that specific
changes to the changes to the business plan are incremental and the work of the brand
strategist and designer is to interpret these changes and revise the branding strategy and
resulting brand assets and define their use in the full range of marketing variables.
Brand Identity
Brand Identity includes brand names, logos, positioning, brand associations, and brand
personality, brand toons etc. A good brand name gives a good first impression and evokes
positive associations with the brand. A positioning statement tells what business the
company is in, what benefits it provides and why it is better than the completion? Brand
personality adds emotion, culture and myth to brand identity by the use of a famous
spokesperson (Bill Cosby-Jello), a character (Pink Panther), an animal (the Merrill lynch
bull) etc.
Brand associations are the attributes that costumer thinks of when they hear or see the
brand name. McDonalds television are a series of one brand association after another,
starting in yellow arches in the low right corner of the screen and following with
associations of Big Mac, Ronald MacDonald, kids, happy meal, food quality etc. The first
step in creating a brand for your company is branding workshop.
How do we determine our Brand Identity?
Brand has been called the most powerful idea in commercial world, yet few companies
create a brand identity. Do you want your company’s brand identity created for you by
competitors and unhappy customers? Of course not. Our advice to executives is to
research their customers and find the top ranked reasons that the customers buy their
product rather than their competitors. Then, pound that message in every ad, in every
news release, in communications with employees and in every sales call or media
interview. By continuous repetition of messages customer will think of your product and
then buy it.
Tools for Building Brand Identity
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Brand builders use a set of tools to strengthen and project the brand image; Strong brands
typically exhibit an owned word, a slogan, a color, a symbol, and set of stories.
Owned Word
A strong brand name should trigger another word, a favorable one. Here is the list of
brands that own a word:
Slogan
Many companies successfully added a slogan or tagline to their brand name which is
repeated in every ad they use. Here are some well-known brands slogans, which people
on the street may easily recall or recognize:
COMPANY SLOGAN
British Airways
Ford
LIC
“The world’s favorite airline”
“Quality is our number one job”
“Jeevan ke saath bhi jeevan ke baad bhi”
Colors
It helps for a company or a brand to use a consistent set of color to and in the brand
recognition. Caterpillar paints all its construction equipments yellow. Yellow is the color
of Kodak film. IBM uses blue in its publications, and IBM is called “Big Blues”.
Symbols and Logos
Companies would be wise to adapt a symbol or logo to use in their communications.
Many companies hire a well-known spokesperson, hoping that his or her quality transfer
to the brand. Nike uses Michael Jordon who has worldwide recognition and likableness,
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to advertise its shoes. Sporting goods manufacturers sign contracts with top athletes to
serve as their symbols, even naming the product after them.
Brand Effectiveness
With an increase in global competition, branding has become a source of competitive
advantage. In rapidly evolving market for consumer, and industrial products and services,
the source of next generation competency will be branding. In this briefing we
demonstrate how to calculate the brand strength, the price premium associated with the
products categories, and type of customers attracted to the “Premium Products”.
Marketers who match their brand with customers needs will have a sustainable
competitive advantage.
Measuring Brand Effectiveness
There are many metrics to measure the potential of and actual effectiveness of brands.
The simplest way is to apply the concept of what we call the 4 D’s of Branding;
differentiation, distinctiveness, defendable, digit-able.
Distinctiveness : your brand should be distinct when compared to your
competitors and to all spoken and visual communications to which your target
audiences will be exposed. The more unique and distinct your communications,
the wider the filed of effective competitive strength it will have. There are simple
means to apply to test the distinctiveness of your brand.
Differentiation: the brand strategy and brand assets must set you’re offering apart
and clearly articulate the specific positioning intent of your offering.
Defendable: you will be investing in creating your brand assets and in all cases
your brand must have proprietary strength to keep others from using close
approximations. This applies to your trade names and other proprietary words as
well as to your logos, symbols and other visual assets.
Digit-able : in most businesses there is strong and growing element of electronic
communications and commerce that dictate all brand assets be leveraged
effectively in tactile and electronics form. This goes for all brand assets.
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Much of the brand manager’s work is to build a brand image. But its job doesn’t stop
there. The brand manager needs to make sure that brand experience matches the brand
image. Much can go wrong. A fine brand of canned soup described in a full page color ad
may be found in dented and dusty condition in the bottom shelf of a supermarket. The ad
describing a gracious hotel chain is belied by the behavior of a surly concierge.
Building brand therefore calls for more than brand image building. It calls for managing
every brand contact that customer might have with brand. Since all the employees,
distributors and dealers can affect brand experience.
Brand and Reputation
A brand exists in the mind, or not at all. The mind it exists in may be that of a customer, a
potential customer, an interested observer, a disinterested observer... or almost anybody.
Awareness of a brand may be irrelevant to any purchasing decision that an individual
may make. People are aware of the Mercedes car brand, but cannot envisage any
circumstance under which they would (could!) buy a Mercedes. They are aware of
Marlboro (and scores of other cigarette brands) but as a non-smoker they will never
convert their awareness into purchase. Male with no children are not targeted by Pampers
or Huggies but still are aware of the brands.
People wear many hats. But are or not a potential customer. People may be an employee,
an investor, a citizen, a husband and so on. They hate McDonald’s hamburgers but might
love their stock market record and therefore be a potential customer for their stock. They
will never buy a Boeing 777 but might be impressed by the aircraft and favor an airline
that flies them. They have no idea what an Intel chip is, but might be persuaded that it is a
good thing to have in my PC and therefore buy a computer from a company that uses
them.
Brand Aware argues that there is no difference between "Brand" and "Reputation". Some
conventional wisdoms state that customers buy brands, but that investors buy reputations.
Those potential employees join companies because of their reputation, that the media and
other "stakeholders" judge a company on its reputation in some way as a distinct concept
from its brand. This part argues that such distinctions are fallacious for all companies, but
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especially for single brand companies such as a McDonalds, a Coca-Cola, a Compaq or a
Shell. These companies’ reputations are part and parcel of their brand. Their brands are
their reputation.
The Brand
To any individual a brand (in his mind) is a complex combination of experiences, beliefs,
perceptions and associations that have grown up over time. For example Coca-Cola is a
company brand, a product brand, a service brand and a brand with a long history. It is a
brand which may represent (to any one individual) diversity, internationality, technical
excellence, financial strength etc. etc. It may also mean insensitivity, environmental
pollution, abuse of power and other negative perceptions.
Perceiving the brand:
An individual builds up his perceptions of a brand via a wide range of communications
channels. They are as follows:
Experience: The most powerful influence is experiential. This is when the
individual actually has a "Brand experience". The most obvious are: -
He visits a McDonald’s restaurant or a Shell petrol station.
He buys a Coca-Cola branded product or service.
He views a Coca-Cola bottler's facility.
He visits a corporate website.
He attends an interview at the company.
He contacts the company office for information.
He meets an employee of the company.
He buys a share in the company, etc.
Advertising: Over time an individual who lives in a country in which the
company/brand is active, or travels to one on business or vacation, will be exposed
to their advertising. This advertising may be in a wide range of media:
TV commercials for products and services
Recruitment ads inviting employment applications
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"Corporate" TV commercials promoting the company's "reputation"
Web based advertising
An ad for the company’s branded products or services in a wide variety of print
media.
Billboards on highways
Radio
Point of sale etc.
Media reports and stories: Individuals will be exposed to a wide variety of
reports about companies in the media (print and broadcast) where the editorial
content is only partly influence able by the company (in some cases) or not at all
(in most cases). These stories will come from a variety of primary and secondary
sources: -
Press releases
Press conferences
Reporting of "events"
Investigative journalism
Stories passed to the media by third parties (Non governmental organizations etc.)
Professional/business interest : For some individuals to interface professionally,
or from a specific business need, with famous companies (or to observe them) is
part of their job. They will usually procure their information from a variety of
sources and via a variety of channels of communication. These individuals have a
special interest in the companies and they include: -
Financial analysts and journalists with an interest in share performance
Existing or potential suppliers of products and services
Existing or potential industrial/commercial customers
Building the Brand
The art of marketing is largely art of brand building. When something is not a brand, it
will probably be viewed as a commodity. Then price is the thing that counts. When price
is the only thing that counts then the low cost producer wins. But just having a brand is
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not enough. What does the brand name mean? What associations, performances and
expectations does it evoke? What degree of preferences does it create?
Choosing a Brand Name
A brand name first must be chosen then its various meanings and promises must be built
up through brand identity work. In choosing a brand name, it must be consistent with the
value positioning of the brand. In naming a product or service the company may face
many possibilities: it could choose name of the person (Honda, Calvin Klein), location
(American airlines), quality (Safety stores, Healthy choice), or an artificial name (Exxon,
Kodak).
Among the desirable qualities of a brand name. Some are:
It should suggest something about the product benefits.
It should suggest product qualities such action or color
It should be easy to pronounce, recognize and remember; short names help a lot to recognize
the product to the customers.
It should be distinctive.
It should not carry poor meanings in other countries and languages etc.
Building Positive Associations
The best known brand names carry associations. For example, here is a list of words that
people say they associate with McDonalds:
Kids
Fun
Happy Meal
Ronald Mc. Donald
Quality
Toys
In trying to build a rich set of positive associations for a brand, the brand builder should
consider five dimensions that can communicate meaning:
Attributes: A strong brand should trigger in buyers mind certain attributes. Thus a
Mercedes automobile attributes a picture of well-engineered car that is durable,
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rugged and expensive. If a car brand does not trigger any attribute, then it would
be a weak brand.
Benefits: A strong brand should suggest benefits, not just features. Thus Mercedes
triggers the idea of well performing car that is enjoyable to drive and prestigious to
own.
Company Values : A strong brand should connote values that the company holds.
Thus Mercedes is proud of its engineers and engineering innovations and is very
organized and efficient in its operations. The fact that it is a German company
adds more pictures in the mind of the buyers about the character and the culture of
the brand.
Personality : A strong brand should exhibit some personality traits. Thus if
Mercedes were a person we would think of someone who is middle age, serious,
well-organized and somewhat authoritarian. If Mercedes were an animal we might
think of lion or its implied personality.
Users: A strong brand should suggest the type of people who buy the brand. Thus
we would expect Mercedes to draw buyers who are older, affluent and
professional.
In summary, brands when their very name connotes positive attributes, benefits, company
values, personality and users in the buyer’s mind. The brand builder’s job is to create a
brand identity that builds on those dimensions.
Choosing Brand Elements
Brand elements are those trademarks devices that serve to identify and differentiate the
brand. Most strong brands employ multiple brand elements. Nike has distinctive
“swoosh” logo, the empowering “Just Do It” slogan and the mythological “Nike” name
based on the winged goddess of victory.
Brand element can be chosen to build as much as brand equity as possible. The test of the
brand building ability of these elements is what consumers think or feel about the product
if they only knew about the brand element. A brand element provides positive
contribution to brand equity.
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Brand Element Choice Criteria
There are six criteria in choosing brand element. The first three can be characterized by
brand building in terms of how brand equity can be build through judicious choice of
brand element. The latter three are more defensive and are concerned with how the brand
equity contained in the brand element can be leveraged and preserved in the face of
various opportunities and constraints.
Memorable : How easily is the brand element recalled? How easily recognized? Is
this true at both purchase and consumption? Short brand name like tide, Nike can
help.
Meaningfu l : To what extent is brand element credible and suggestive of the
corresponding category? Does it suggest something about a product ingredient or a
type of person who might use the brand?
Likeability : How aesthetically appealing does consumers find the brand element?
Is it inherently likeable visually, verbally, and in other ways? Concrete brand
names such as Wheel, Sunsilk etc evoke much imagery.
Transferable : Can a brand element be used to introduce new products in the same
or different categories? To what extent does the brand element add to brand equity
across geographic boundaries and market segments?
Adaptable : How adaptable and updatable is the brand element? Betty corker
received 8 makeovers through the years-although she is 75 yrs old, she doesn’t
look a day over 35.
Protectable : How legally protectable is the brand element? How competitively
protectable? Can it be easily copied? It is important that names that become
synonymous with product categories such as Kleenex, Xerox, Jell-O, etc retain
their trademarks rights and not become generic.
Brand elements can play a number of roles. If consumers do not examine much
information in making their product decisions, brand elements should be easily
recognized and recalled and inherently descriptive and persuasive. Memorable or
meaningful brand elements can reduce the burden on marketing communications to build
awareness and link brand associations. The different associations that arise from
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likeability and appeal of the brand elements may also play a critical role in the equity of
brand.
What is Brand Equity?
There is no universally accepted definition of brand equity. The term means different
things for different companies and products. However, there are several common
characteristics of the many definitions that are used today. From the following examples
it is clear that brand equity is multi-dimensional. There are several stakeholders
concerned with brand equity, including the firm, the consumer, the channel, and some
would even argue the financial markets. But ultimately, it is the consumer that is the most
critical component in defining brand equity. Some researchers in the field of marketing
have defined brand equity as follows:
Lance Leuthesser, et al (1995) writes that "… brand equity represents the value (to
a consumer) of a product, above that which would result for an otherwise identical
product without the brand's name. In other words, brand equity represents the
degree to which a brand's name alone contributes value to the offering (again,
from the perspective of the consumer)."
The Marketing Science Institute (1988) defines brand equity as, "The set of
associations and behaviors on the part of the brand's customers, channel members,
and parent corporations that permit the brand to earn greater volume or greater
margins than it could without the brand name and that gives the brand a strong,
sustainable, and differentiated advantage over competitors."
Brand equity can be defined as three distinct elements:
The total value of a brand as a separable asset -- when it is sold or included on a
balance sheet.
A measure of the strength of consumers' attachment to a brand.
A description of the associations and beliefs the consumer has about the brand.
Of those three concepts, the first can be classified as "brand valuation," the second "brand
loyalty," and the third "brand description." Brand loyalty will be a factor that affects the
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overall brand value, and brand description will usually affect or explain some of the brand
loyalty. Because of the importance of each of these elements of brand equity, they will
each be briefly explained.
Brand Equity as Brand Value.
Brand value involves actually placing a dollar or rupee value on a brand name. The
reasons for doing this are usually to set a price when the brand is sold and also to include
the brand as an intangible asset on a balance sheet (a practice which is not used in some
countries). While there are many methods for making this measurement, some of which
will be described shortly, it is important to note that there is a significant difference
between an "objective" valuation created for balance sheet purposes, and the actual price
that a brand may get when sold?
A brand is likely to have a much greater value to one purchaser than another depending
on the synergy that exists. For acquisitions, the value of a brand to a certain purchaser is
often estimated through scenario planning. This involves determining what future cash
flows the company could achieve if it owned and took advantage of the brand.
What this means is that there is no such thing as an absolute value for a brand, and brand
value needs to be considered as only one component of the overall equity of a brand.
Brand Equity as Brand Loyalty
Loyalty is a core dimension of brand equity and is a way to gauge the strength of a brand.
It represents a barrier to entry, a basis for a price premium, and time to respond to
competitive innovations. The variety of measures used for brand loyalty usually is a
combination of one or more of the following:
Price/demand measures--focus on a brand's ability to command a higher price or
make consumers less sensitive to price increases than price increases for
competing brands.
Behavioral measures--focus on consumers' behavior.
Attitudinal measures--focus on general evaluative measures such as 'liking' or
'disliking.'
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Awareness measures--focus on identifying a brand as being associated with a
product category.
Brand Loyalty and Equity refer to the notion that some brands are "stronger" or
better than others.
An example of this sort of belief is:
“If the businesses were split up, I would take the brands, trademarks and goodwill,
and you could have all the bricks and mortar - and I would fare better than you.”
The optimism for the concept can be stated on the fact that when one would say as a
predictor of future financial performance, brand equity, if reported, would be valuable for
capital marketers and shareholders. Brand equity has the potential to become the set of
measures of business performance that matter most.
The motivation for brand equity comes from the observation that many marketing efforts
"realize" benefits; such as sales or profit and these are accounted for in the firm’s profit
and loss figures. However, there is the possibility that management might choose between
taking realized benefits and "storing" them future. One of the most common times this
argument is used is when discussing the role of advertising versus sales promotion. You
could spend lots of money on advertising, see no immediate effects, but you could save
your job by saying that you had "built the brand". At least one advertising agency offers
to partner companies in this sort of activity.
So marketing strategies could be putting money into (or out of) the brand equity bank
account. But the question is as always how do we know? That is are we actually building
the brand with all our advertising (or other brand building 4 p’s decisions e.g., limited /
premium distribution rights, high price, fancy packing, after sales service, extended
warranties).So, hopefully you have got the idea - theories about brand loyalty and equity
are used to represent aspects of brand strength.
This "strength" can take a number of forms, e.g., consumers predominantly buying your
brand, which might be represented by a high share of category requirements, or high
proportion of sole-buyers.
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Consumers saying good things about your brand, e.g., having a positive brand Attitude, it
might be the ability to charge a price premium. It might be the ability to not be substituted
when out of stock. Future strength might be in terms of some sort of long-term
competitive advantage or the ability to sustain brand extensions.
One of the things is that as with many concepts in marketing, is that there are many
different definitions and viewpoints on what exactly brand equity is and how to measure
it. So that is a problem. We need to be clear just what people mean when they talk about
brand equity or brand loyalty, or building brands.
Brand loyalty / Equity advocates
One of the ruses used by proponents of brand equity or loyalty is to claim that these
measures do not capture all the important aspects of brands strength. But this is an
evasion. We want to be able to detect that our efforts are doing something to the brand,
and so we need to know ways that this might show up in.
Brand Equity as Brand Description
Brand description, the final component of brand equity, concerns the actual attributes of
the brand. These attributes or associations are major creators of brand loyalty. A wide
variety of techniques exist for matching consumer associations with perceptions of a
brand. These techniques can be both qualitative and quantitative. They work by getting
the respondent to link each brand with pictures or words. These attributes then can be
measured with multi-dimensional scaling to position the attributes relative to one another.
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Qualitative Measures of Brand Equity
The Brand Equity Ten are ten sets of measures grouped into five categories, which
attempt to gauge the strength of a brand. The first four categories represent customer
perceptions of the brand along the four dimensions of brand equity- loyalty, perceived
quality, associations and awareness. The fifth includes two sets of market behavior
measures.
Loyalty
Price Premium: A basic indicator of loyalty is the amount a customer will pay
for a product in comparison to other comparable products. A price premium
can be determined by simply asking consumers how much more they would be
willing to pay for the brand.
Customer Satisfaction: A direct measure of customer satisfaction can be
applied to existing customers. The focus can be the last use experience or
simply the use experience from the customer's view.
Perceived Quality and Leadership Measures
Perceived Quality is one of the key dimensions of brand equity and has been
shown to be associated with price premiums, price elasticities, brand usage and
stock return. It can be calculated by asking consumers to directly compare
similar brands.
Leadership/Popularity has three dimensions. First, if enough consumers are
buying into the brand concept it must have merit. Second, leadership often taps
innovation within a product class. Third, leadership taps the dynamics of
consumer acceptance. Namely, people are uneasy swimming against the tide
are a likely to buy a popular product. This can be measured by asking
consumers about the product's leadership position, its popularity and its
innovative qualities.
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Associations/ Differentiation Measures
Perceived Value: This dimension simply involves determining whether the
product provides good value for the money and whether there are reasons to
buy this brand over competitive brands.
Brand Personality: This element is based on the brand-as-person perspective.
For some brands, the brand personality can provide links to the brands
emotional and self-expressive benefits.
Organizational Associations: This dimension considers the type of
organization that lies behind the brand.
Awareness Measures
Brand awareness reflects the salience of the product in the consumer's mind
and involves various levels including recognition, recall, brand dominance, and
brand knowledge and brand opinion.
Market Behavior Measures
Market Share: The performance of a brand as measured by market share often
provides a valid and dynamic reflection of the brand's standing with customers.
Price and Distribution indices: Market share can prove deceptive when it
increases as a result of reduced prices or promotions. Calculating market price and
distribution coverage can provide or more accurate picture of the product's true
strength. Relative market price can be calculated by dividing the average price at
which the product was sold during the month by the average price at which all the
brands were sold.
Managing Brand Equity
Consistency is the key to successfully building and managing brand equity. Having a
long-term outlook and projecting a consistent image of your brand to the customer will
maximize the results of building brand equity. It is critical for managers to realize that
brand equity can have positive as well as negative effects on a product or company. In the
end, it is the customer that truly defines what brand equity means.
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If management feels it is necessary to change the direction of a brand or change a product
it must be careful not to change too quickly. There are many examples of companies that
have changed a product or brand too much or too quickly. On these occasions, consumers
met changes with adverse reactions. The most famous example is Coca-Cola. They
changed the formula of their flagship product Coke, and consumers reacted so poorly to
the new product that the old formula was reintroduced and the new formula eventually
was discontinued. The consumer through the product experiences brand equity. The
product has certain attributes or characteristics that deliver the equity to the consumer. If
any of these attributes are changed or eliminated, the equity delivered to the consumer is
also changed.
Managing brand equity is a continual process with long-term implications. Unfortunately,
many brand managers are forced to focus on short-term goals such as market share and
profits. Many programs that are implemented to boost short-term sales or market share
may be detrimental to the long-term viability of the brand. For example, Proctor &
Gamble has started to test market a program to move away from using coupons to a
system of every day low prices. This is, in part, because consumers may become loyal to
the coupon or promotion and not to the product itself. Constant promotional programs
erode margins and eventually brand loyalty. Ultimately, brand equity is damaged.
In 1988, Graham Phillips, Chairman of Ogilvy and Mather Worldwide, said, "I doubt that
many would welcome a commodity marketplace in which one competed solely on price,
promotion and trade deals, all of which can be easily duplicated by competition. This
would lead to ever decreasing profits, decay, and eventual bankruptcy. About the only
aspect of the marketing mix that cannot be duplicated is a strong brand image." This
quote clearly demonstrates the importance of managing brand equity. In many categories,
brand equity is the only point of differentiation between products.
Many people may think that building and maintaining brand equity is solely the
responsibility of brand managers, but it is actually a cross-functional team effort.
Financial managers are important because they can fully analyze the costs of maintaining
and building brand equity. For example, launching a new brand is extremely consuming
in terms of money and time. It may be more cost effective to extend a current brand than
introduce a new brand. Marketing research is critical for many obvious reasons. It
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develops most, if not all, of the research and data that companies will use for deciding
strategic issues. Marketing research can also help determine how brand equity is actually
measured. Once a definition of brand equity is established, the responsibility of tracking
The World Strongest Brand Share 10 Attributes
The brand excels at delivering the benefits consumers truly desire.
The brand stays relevant.
The pricing strategy is based on consumer perceptions of value.
The brand is properly positioned.
The brand is consistent.
The brand portfolio and hierarchy makes sense.
The brand makes use of and co-ordinates a full repertoire of marketing activities to
build equity.
The brand is given proper, sustained support.
The brand’s manager understands what the brand means to customers.
The company monitors source of brand equity.
Branding benefits buyers as well as sellers in the following manner
To Buyer:
Help buyers identify the product that they like/dislike.
Identify marketer
Helps reduce the time needed for purchase.
Helps buyers evaluate quality of products especially if unable to judge products
characteristics.
Helps reduce buyers’ perceived risk of purchase.
Buyer may derive a psychological reward from owning the brand, i.e., Rolex or
Mercedes.
To Seller:
Differentiate product offering from competitors
Helps segment market by creating tailored images, i.e., Contact lenses
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Brand identifies the companies’ products making repeat purchases easier for
customers.
Reduce price comparisons
Brand helps firm introduce a new product that carries the name of one or more of
its existing products...half as much as using a new brand, lower co. designs,
advertising and promotional costs. Example, BPL telephones.
Easier cooperation with intermediaries with well known brands
Facilitates promotional efforts.
Helps foster brand loyalty helping to stabilize market share.
Firms may be able to charge a premium for the brand.
What is Consumer Buying Behaviour?
Introduction to Consumer Behaviours
The study of Consumer Behaviours is quite complex, because of many variables involved
and their tendency to interact with & influence each other. These variables are divided
into three major sections that have been identified as the most important general
influences on Consumer Behaviours. Imagine three concentric circles, one at the outer
most, one in the middle & one at the inner most, and they represent the following:
External Environmental Variables Influencing Behaviour : These are the factors
controlled by external environments like the following form the basis of external
influences over the mind of a customer (outer circle) :
1. Culture, and Sub-culture,
2. Social Class, and Social Group,
3. Family, and Inter-Personal Influences,
4. Other Influences (which are not categorized by any of the above six, like
geographical, political, economical, religious environment, etc.).
Individual Determinants of Behavior: Major individual determinants of Consumer
Behavior are portrayed in the middle ring. These are the human mind and its
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attributes. These variables are personal in nature and they are influenced by the
above set of external factors and in turn influence the way consumers proceed
thro’ a decision making process regarding products & services.
The Consumer Decision Making Process: The buying decision comes as a product of the
complex interaction of the external factors and the personal attributes. The inner most
circle denotes the consumer decision making process regarding products & services,
whose major steps are :
1. Problem Recognition,
2. Information Search,
3. Evaluation of Application,
4. Purchase Decision,
5. Post-Purchase Behavior.
Marketers are frequently uncertain about the variables that are at play influencing
& affecting consumers. Sometimes this occurs because they don’t clearly
understand the extent of variables that might be having an influence. The details of
all external, internal, environmental, economical etc. are discussed above.
Sometimes some variables are not directly observable. Other times variables are
known to the marketers but their exact nature & relative strength of influence is
not apparent. In these circumstances, it is useful to understand the above
mentioned concepts and how the consumers behave, so that their decision making
process can be predicted to a reasonable extent. The human mind being as
complex as it is, the understanding of the buying behavior of the consumers
becomes a continuous activity of application of various theories & concepts by the
marketers.
The Consumer Behaviors Theory
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An understanding of how the theory of consumer behavior and its application tools
evolved over the years will enable us to appreciate the validity of the theory and give us a
guidance in its practical application. Consumer behavior, like all human behavior is very
complex. But the consumer behavior theory, like all theories is a simplified & abstract
representation of reality. The more simplified picture of consumers provided by the
theory helps us enormously to understand the consumers. It not only helps us to think
about consumers, but also provides us with a language to talk about them. This language
is very useful, because to be effective in an organization – for profit or non-profit – one
has to persuade others to accept his ideas. And in fact, lack of this language has been one
of the greatest drawback of the modern marketers.
Market Research or Marketing Research (MR) has been developing since
“MARKETING” which brings together all customer elements, grew out of the concept of
“SALES” in the early fifties. The theory of consumer behavior draws heavily upon the
famous psychologist Sigmund Freud, particularly with respect to the emotional,
psychological, mental, subjective or non-utilitarian aspects of buying decision or behavior
of a consumer. The theory represents the hidden order in this very complex activity,
which we call consumer behavior. On the surface, this highly complex & varied display
of behavior by consumers seems essentially unexplained. But slowly as the theory
develops.
Now, what is the magic stuff called consumer behavior theory that does all these
wonderful things. It’s not just a theory, as explained earlier, but more than that. It helps us
to make better marketing decisions for profit & non-profit organizations. Thus we can
examine the characteristics of a theory that enables us to do so. Researchers G Zaltman
and M Wallendorf have came out with the most important attributes of a good & sound
theory, after very close and careful thought.
These are the following :
A theory which does both: explains how consumers buy & predicts what
consumers will buy.
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It unifies previously unrelated areas of knowledge, for example, it relates to
information that consumers get from advertising so as to decide what brands they
buy.
The theory is simple. If not, it can be so complex that we can’t understand well
enough to apply it to our practical problems.
It is testable so that we can verify whether the theory is valid and therefore
dependable.
Implied in the previous characteristic, it is supported by the facts. This means, to
lay the theory up against data describing how consumers buy in the market and
thereby determine if the facts confirm the theory. If they don’t, then either the
theory should be modified till the facts do verify it or abandon the theory.
The theory is general, which means that it can be applied to a wide range of
products & services. If it is not, then it won’t be very useful.
It has heuristic value, meaning that it poses new questions for us that had not been
previously asked. While trying to answer these questions, new knowledge is
created and that becomes the part of the theory.
It is internally consistent. This means that the theory is internally free from logical
in congruencies or else the prediction will be doubtful & flawed. Lack of this
quality will make the theory a dangerous tool.
It is original. If not, it adds little to the existing knowledge.
It is plausible. If not, it can’t be seen by others as making any sense, and hence,
they will not likely to accept the theory and so it won’t be useful.
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Definitions:
Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars &
researchers as:
It’s the behavior displayed by the consumers during the acquisition, consumption
and disposition of products, services, time and ideas by decision making units.
It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social and
psychological variables at play.
The behavior that the consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy their
needs.
The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to
satisfy their needs and desires.
The activities directly involved in obtaining, consuming, and disposing of products
and services, including the decision processes that precede and follow these
actions.
The American Marketing Association (AMA) defines consumer behavior as “The
dynamic interaction of cognition, behavior & environmental events by which
human beings conduct the exchange aspect of their lives.
The study of consumer behavior involves search, evaluation, purchase, consumption and
post purchase behavior of the consumers and includes the disposal of purchased products
keeping environment and personal characteristics in mind.
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Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in buying and
using products.
Need to understand:
• Why consumers make the purchases that they make?
• What factors influence consumer purchases?
• The changing factors in our society.
Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A
firm needs to analyze buying behavior for:
Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s
success.
The marketing concept stresses that a firm should create a Marketing Mix (MM)
that satisfies (gives utility to) customers, therefore need to analyze the what,
where, when and how consumers buy.
Marketers can better predict how consumers will respond to marketing strategies.
Factors influencing consumer behaviour
Consumer purchases are influenced strongly by or there are four factors.
01. Cultural Factor
02. Social Factor
03. Personal Factor
04. Psychological Factor.
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01. Cultural Factor:-
• Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii)
Social Class
Culture:-
The set of basic values perceptions, wants, and behaviors learned by a member
of society from family and other important institutions. Culture is the most
basic cause of a person’s wants and behavior. Every group or society has a
culture, and cultural influences on buying behavior may vary greatly from
country to country.
Sub Culture :-
A group of people with shared value systems based on common life
experiences and situations.
Each culture contains smaller sub cultures a group of people with shared value
system based on common life experiences and situations. Sub culture includes
nationalities, religions, racial group and geographic regions. Many sub culture
make up important market segments and marketers often design products.
Social Class:- A
Almost every society has some form of social structure; social classes are
society’s relatively permanent and ordered divisions whose members share
similar values, interests and behavior.
Social Factors:-
A consumer’s behavior also is influenced by social factors, such as the (i)
Groups (ii) Family (iii) Roles and status
Groups :-
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Two or more people who interact to accomplish individual or mutual goals.
A person’s behaviors are influenced by many small groups. Groups that have a
direct influence and to which a person belongs are called membership groups.
Some are primary groups includes family, friends, neighbors and coworkers. Some
are secondary groups, which are more formal and have less regular interaction.
These include organizations like religious groups, professional association and
trade unions.
Family:-
Family members can strongly influence buyer behavior. The family is the most important consumer buying organization society and it has been researched extensively. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services.
Roles and Status :-
A person belongs to many groups, family, clubs, and organizations.
The person’s position in each group can be defined in terms of both role and
status.
o For example. M & “X” plays the role of father, in his family he plays the role of husband, in his company, he plays the role of manager, etc. A Role consists of the activities people are expected to perform according to the persons around them.
Personal Factors:-
It includes
i) Age and life cycle stage
ii) Occupation
iii) Economic situation
iv) Life Style
v) Personality and self concept.
Psychological Factors:-
It includes these Factors. i) Motivation
ii) Perception
iii) Learning
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iv) Beliefs and attitudes
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Consumer Decision Making Processes
Consumers As Problem Solvers
Traditionally, consumer researchers have approached decision making process from a
rational perspective. This dominant school of thought views consumers as being
cognitive (i.e., problem-solving) and, to some but a lesser degree, emotional.i Such a
view is reflected in the stage model of a typical buying process (often called the
consumer information processing model) depicted in.
Problem Recognition
Information Search
Evaluation and Selection of Alternatives
Decision Implementation
Post-purchase Evaluation
Figure The Consumer Information Processing Model
Source: Adopted from Kotler (1997), Schiffman and Kanuk (1997), and Solomon (1996)
In this model, the consumer passes through five stages: problem recognition, information
search, evaluation and selection of alternatives, decision implementation, and post-purchase
evaluation.
Problem Recognition
In this information processing model, the consumer buying process begins when the buyer
recognizes a problem or need. For example, Doug may realize that his best suit doesn’t look
contemporary any more. Or, Kathleen may recognize that her personal computer is not
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performing as well as she thought it should. These are the kinds of problem that we as
consumers encounter all the time. When we found out a difference between the actual state
and a desired state, a problem is recognized. When we find a problem, we usually try to
solve the problem. We, in other words, recognize the need to solve the problem. But how?
Information Search
When a consumer discovers a problem, he/she is likely to search for more information.
Kathleen may simply pay more attention to product information of a personal computer. She
becomes more attentive to computer ads, computers purchased by her friends, and peer
conversations about computers. Or, she may more actively seek information by visiting
stores, talking to friends, or reading computer magazines, among others. Through gathering
information, the consumer learns more about some brands that compete in the market and
their features and characteristics. Theoretically, there is a total set of brands available to
Kathleen, but she will become aware of only a subset of the brands (awareness set) in the
market. Some of these brands may satisfy her initial buying criteria, such as price and
processing speed (consideration set). As Kathleen proceeds to more information search, only
a few will remain as strong candidates (choice set).
Evaluation and Selection of Alternatives
How does the consumer process competitive brand information and evaluate the value of the
brands? Unfortunately there is no single, simple evaluation process applied by all consumers
or by one consumer in all buying situations.
One dominant view, however, is to see the evaluation process as being cognitively driven and
rational. Under this view, a consumer is trying to solve the problem and ultimately satisfying
his/her need. In other words, he/she will look for problem-solving benefits from the product.
The consumer, then, looks for products with a certain set of attributes that deliver the
benefits. Thus, the consumer sees each product as a bundle of attributes with different levels
of ability of delivering the problem solving benefits to satisfy his/her need. The distinctions
among the need, benefits, and attributes are very important. One useful way to organize the
relationships among the three is a hierarchical one (Figure 2). Although simplified, Figure 2
is an example of how a bundle of attributes (i.e., a product or, more specifically, personal
computer) relates to the benefits and underlying needs of Kathleen.
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Decision Implementation
To actually implement the purchase decision, however, a consumer needs to select both
specific items (brands) and specific outlets (where to buy) to resolve the problems. There
are, in fact, three ways these decisions can be made: 1) simultaneously; 2) item first, outlet
second; or 3) outlet first, item second.ii In many situations, consumers engage in a
simultaneous selection process of storesiii and brands. For example, in our Kathleen’s
personal computer case, she may select a set of brands based on both the product’s technical
features (attributes) and availability of brands in the computer stores and mail-order catalogs
she knows well. It is also possible, that she decides where to buy (e.g., CompUSA in her
neighborhood) and then chooses one or two brands the store carries. Once the brand and
outlet have been decided, the consumer moves on to the transaction (“buying”).
Post-purchase Evaluation
Post-purchase evaluation processes are directly influenced by the type of preceding decision-
making process. Directly relevant here is the level of purchase involvement of the consumer.
Purchase involvement is often referred to as “the level of concern for or interest in the
purchase” iv situation, and it determines how extensively the consumer searches information
in making a purchase decision.v Although purchase involvement is viewed as a continuum
(from low to high), it is useful to consider two extreme cases here. Suppose one buys a
certain brand of product (e.g., Diet Pepsi) as a matter of habit (habitual purchase). For
him/her, buying a cola drink is a very low purchase involvement situation, and he/she is not
likely to search and evaluate product information extensively. In such a case, the consumer
would simply purchase, consume and/or dispose of the product with very limited post-
purchase evaluation, and generally maintain a high level of repeat purchase motivation.
Purchase Product UseSimple
EvaluationDisposition
Repeat PurchaseMotivation
Low Involvement Purchase
Source: Hawkins, Best, and Coney (1983)
However, if the purchase involvement is high and the consumer is involved in extensive
purchase decision making (e.g., personal computer), he/she is more likely to be involved in
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more elaborate post-purchase evaluation – often by questioning the rightness of the decision:
“Did I make the right choice? Should I have gone with other brand?” This is a common
reaction after making a difficult, complex, relatively permanent decision. This type of doubt
and anxiety is referred to as post-purchase cognitive dissonance.
Purchase Product UseElaborateEvaluation
Disposition
Dissatisfaction
Repeat PurchaseMotivation
Post-purchaseDissonance
Elaborate Post-purchase Evaluation
Source: Adopted from Hawkins, Best, and Coney (1983)
According to the research, the likelihood of experiencing this kind of dissonance and the
magnitude of it is a function of:vi
The degree of commitment or irrevocability of the decision,
The importance of the decision to the consumer,
The difficulty of choosing among the alternatives, and
The individual’s tendency to experience anxiety.
Because dissonance is uncomfortable, the consumer may use one or more of the following
approaches to reduce it:vii
Increase the desirability of the brand purchased.
Decrease the desirability of rejected alternatives.
Decrease the importance of the purchase decision.
Reject the negative data on the brand purchased.
If the dissonance about the purchase is not reduced, the anxiety may transform into a
dissatisfaction (general or specific). Certainly, this negative experience leads to a new
problem recognition (Figure 1), and the consumer will engage in another problem solving
process. The difference, however, is that in the next round of process, memory of the
previous negative experience and dissatisfaction will be used as part of information.
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Therefore, the probability for the unsatisfactory brand to be re-selected and repurchased will
be significantly lower than before.
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The Hierarchy of Effects
Another widely-used model in marketing that attempts to explain consumer decision making
process is called the hierarchy of effects model. Although different researchers developed
slightly different models, the basic idea is the same: people experience a sequence of
psychological stages before purchasing a product. Such a model is provided.
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Unawareness
A General Model of the Hierarchy of Effects
Source: Adopted from Delozier (1976)
Originally conceived to explain how advertising affects consumer’s purchase decisions, the
hierarchy of effects (HOE) model focuses on consumer learning that takes place as he/she
processes information from the external world. The HOE model begins with the state where
a consumer has no awareness about the brand (unaware) then develops awareness triggered
by external stimuli, such as advertising message or “word of mouth.” As he/she obtains and
processes more information, the consumer develops more specific knowledge about the
brand. The knowledge, then, is used as basis to form a liking (or disliking), leading to a
preference of brand(s) relative to the others. However, people need to be pushed beyond the
i
ii
iii
iv
v
vi
vii
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preference stage to actually buy the brand of preference. The preference stage, after all,
simply means that the consumer has formed a preference psychologically. Now it takes
conviction for him/her before actually buying the brand.
By now, you might have realized at least two points. One, it seems reasonable that not all the
consumers are at the same stage. For example, Susan may be in the unawareness stage
relative to Samuel Adams beer, but Melissa may be in the preference stage. Two, it also
seems reasonable that not all people at one stage move onto the next stage. For example,
some consumers who have formed preference to Contadina pasta may not form any
conviction to buy the product. Furthermore, some people may need more time before moving
onto the next stage than others.
The HOE model is quite similar to the consumer information processing model because it
also assumes that people are cognitively driven, thinking information processors.
Controversy exists,viii of course, as to whether that is necessarily true. Some may claim that
they often form liking and preference (emotional response or feeling) toward brands before
developing cognitive judgment (knowledge or thinking) on them. Others argue that people
form preference and knowledge simultaneously. Although each argument has its own
support, the general model (cognition first, preference second) seems to be valid especially in
relatively complex – or high-involvement – decision making situations (e.g., cars,
computers), providing a conceptual framework for thinking about the sequence of events
which begins from the initial awareness to the final action (i.e., purchasing).
viii
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Chapter-03Chapter-03
Review of LiteratureReview of Literature
Conduct a Review of the Branding Literature relating to brand image
Brand Image
Introduction
The concept of brand image has been very significant to consumer behaviour from post
1950’s. As Aaker and Keller confirmed in Hsieh’s study that, “brand image has been
considered a vital part of a firm’s marketing program, not only because it serves as a
foundation for tactical marketing mix issues but also because it plays an integral role in
building long term brand-equity” (1990).
Definition
Earlier definitions of brand image are presented in broad terms by Dobni (1990) who put
forward the following writers understanding of brand image. Newman stated it as “everything
the people associate with the brand” (1957). Reynolds (1965) confirms that an image was
centred on drawing a few key beliefs from a vast variety of sources, thus creating your own
impression based on the brand. Herzog’s concurs that brand image was “the sum of the total
impressions.” (1973). Indeed, such definitions all concur together; echoed by the words of
Levy who stated that “a brand image is a constellation of pictures and ideas in people’s minds
that sum up their knowledge of the brand and their main attitudes towards it” (1978). A more
recent insight into brand image was added by Woodside who “defined image as the degree of
positive or negative affect associated with psychological object” (Reid, 2001).
From these definitions a clear trend is appearing with regard to the perception of brand image
with key figures around the mid-nineteen hundreds, supporting a collective view that an
individual takes in a collaboration of ideas that the company puts forward as a representation
of themselves. This allows them to draw a clear conclusion of a company from a few certain
points which strike a cord with the individuals.
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Theory behind brand image
According to Tyler (1957), there are three approaches to brand image: Subjective, Objective
and Literal.
The first type, is a subjective image, this is when a potential customer hears or sees the brand
name/logo and feel obliged to purchase the product or service, despite a lack of
understanding as to why this is the case. The case simply relates to how the brand is
perceived as significant to an individual’s self-consciousness.
The second type of brand image is the objective form which is the attempt to generate
an emotional need for the product, leaving you with the feeling that you need to
purchase the product so as to satisfy this need.
The third is literal image, i.e. a logo which represents a company. This implies that upon
seeing this picture/logo, the name of the company does not need to be uttered as the picture
tells the consumer the whole story e.g. Nike with the tick or McDonalds with the golden
arches. Evidently, the approach used to obtain and sustain a brand image will vary upon
several factors as reflected by the analysis presented by Tyler.
Oxenfeldt and Swann’s idea was that the brand image should allow the company to establish
its position within its market segment, protecting it from competition, thus allowing them to
build upon this with market share growth (Park et al, 1986).
Moreover Park et al (1986) put forward in Bhat’s article that the importance of
establishing a brand image relevant to its market segment in which it is based, is
significant so as to ascertain a strong brand position, help create a barrier to entry for
potential competitors: thus raise the brands performance in the market.
Further, Meenaghan stated that “at the product/brand level the components of identity are in
effect the elements of the marketing mix, which combine to form the image of the brand in
the mind of the consumer” (1995). From this, it is clear that to gain a strong brand image, one
needs to exploit all areas of the marketing mix to achieve what Oxenfeldt and Swann stressed
and that brand image is the key component in establishing market dominance. Also,
Krishman (1996) in Faircloth’s assessment with the aid of the Landor survey discovered that
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there is a strong correlation between brand equity and brand image. The stronger the brand
equity, the stronger the brand image and vice versa.
Reid’s (2001) understanding of brand image concerns the product of interaction involving the
consumer’s specific experience with a certain brand, helped by advertising which reveals
how the brand is to be understood and used, predominantly for brands that contend at parity.
Another contemporary understanding of brand image was put forward by Hsieh (2002), who
felt that building a brand image based on the identified benefit-based image dimensions
consisted of a set of benefit brand associations. This helped consumers understand with
clarity what a brand can do for them-symbolically, economically, sensorial or as a utility.
White and Hsieh (2002) seem to recognise the key importance that advertising plays in
promoting the elements of a brand image thus differentiating the brand from rival brands,
giving them a competitive advantage.
To summarise, it is plain to see that these academics are in complete agreement that one of
the key attributes of a company, if not the key attribute, is the brand image. It is evident that
there is a clear link between brand image and market share, as depicted by Krishman’s
research. In addition, establishing a strong brand image is indeed a powerful way of
developing market power, which consequently helps to create a tight control over its position
within the market. Due to barriers to entry, a rounded marketing plan focussing on all aspects
of the marketing mix; this also helps to retain a consistent consumer interest.
Brand image: practical example
In this section we will relate how brand image is encompassed in modern
organisations and how they use this as a comparative advantage over there rivals to
ensure that they keep there competitive edge.
Manchester United
In the Brand Strategy journal, the players’ were seen to be key to any clubs brand
image. The actions of players’ and the perception by supporters is hence key to brand
image. For example, ex-Man Utd David Beckham opened the Manchester
Commonwealth Games wearing an Adidas sweatshirt. These images were then
broadcast across the globe and this was much more powerful then his endorsement
through advertising. (Brand Strategy briefing: Saving face of sponsorship).
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These sort of images enable organisation’s such as Man Utd to develop into icons
which according to Douglas B. Holt is one step further than brand image, as ‘they
succeed because they forge a deep connection with the culture. In essence, they
compete for culture share.’ This can clearly be applied to industries, like, the football
industries, as many fans have a strong link between them and their club i.e. it is part of
their culture.
Summary
In summary, from our research, it is clear that there is a link between successful
advertising and a well-established brand image. This was made clear in our theory
research, which was also represented, in our practical examples. Furthermore, it
appears that to generate a strong brand image, requires continuous, diverse advertising
over a period of time, which satisfies all areas of the marketing mix, allowing a firm to
generate a rounded brand image.
Once this brand image is achieved, it can be built upon, as it will give a firm a
competitive advantage, act as a barrier to entry and will act as a stable base so as to
develop their organisation. This argument was put forward by Park et al (1986) and
backs up the information that was provided in Jobber which stated that there are
several benefits that arise from having a strong brand image: “company value,
consumer perceptions and preferences, barrier to competition, high profits, base for
brand extensions, quality certification and trust” (1996).
The theories suggest that behind nearly all brand images there is a logo, signifying the brand
and reflecting all the ideas one associates with the brand i.e. quality, style etc. It is an
important factor in differentiating a firm from its rivals, as Rooney (1995) states “brand
leaders are often too close to being identical”, hence any factor which differentiates your
brand from the main stream is of value.
Meenaghan (1995) noted that to build up a successful brand image, a well-rounded marketing
plan will be required focussing on all areas of the marketing mix. It needs to focus on the
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organisation’s strengths in all areas and ensure that the good/service is positively
differentiated from its closest rivals.
Analysis of Manchester United’s Brand
Introduction
Manchester United has excelled in the modern game of Football and its activities away from
the pitch. It has existed for over a century now and has grown during this period from a small
club into a global phenomenon. The strategy of Manchester United in building and
sustaining its brand image has been achieved by focusing on the premier football team, which
sits at the centre of the business. Indeed, it is crucial that all areas of the marketing mix are
exploited to help establish strong market dominance and a sustainable brand image, hence
this marketing principle will be central to the analysis of Manchester United’s brand image.
Manchester United’s brand image will be critically assessed, paying particular attention to the
way in which they have utilised various marketing communications to sustain their image.
Moreover, by presenting a timeline of Manchester United’s marketing practices will allow to
discriminate as to whether they have been successful or not.
Marketing Mix
Promotion: Manchester United has established a range of global, commercial partnerships with certain blue chip
firms such as Vodafone and Nike. Indeed this has helped put Manchester United on the global scene.
Nike has launched their new Cool Motion double layer kit, promoted by many of the players such as
Scholes and Ferdinand, wearing Nike Boots, which have helped connect the famous market leader
with this Premier Football team. Further, legends such as Cantona have helped create this maverick
image for Manchester United, but also having such a combination of powerful sponsors has brought
the team a reputable image. (ManUtd.com, 2004a).
British Sky Broadcasting and Manchester United Television
Since 1991, the English league has become the most popular and televised league in the
world enabling Manchester United’s playing achievements to be followed globally and on a
regular basis. Manchester United has developed a partnership with BSKYB, who provide the
distribution, production and programming. MUTV operates a magazine format of past
matches, interviews with players and staff and up to the minute information on the club. This
is a clear example of brand extension and brand differentiation. Meenaghan (1995) stated that
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“one must ensure that the good/service is positively differentiated from its closest rivals.” In
addition, White and Hsieh cited that “differentiating the brand from rival brands, gives one a
competitive advantage.” This is certainly the case with Manchester United as it currently has
75,000 UK subscribers to MUTV, indicating high levels of brand loyalty.
ManUtd.com Website
Cocoran, I, (2001) noted the partnership with Lycos has helped the club take advantage of its
content and brand strength via the development of local-language sites for its non-English
speaking fans, specifically in South East Asia. It is clear that Manchester United have
recognised the advantages of digital branding as a form of brand extension and in doing so
they have transferred the team’s success on the pitch toward a global audience of millions, by
embracing the power of the web.
Club Tours -Global extension of the brand.
Manchester United has strengthened its brand image by “expanding its market share in
untapped areas around the globe.” Through information researched,
(www.brandchannel.com, 2004) Peter Draper, the club’s Director of Marketing,
explains how, “Currently, 90 percent of our business comes out of the UK, but 80
percent of the fan base is abroad. There’s clearly an opportunity for us there.” The
team has undergone tours of the US, China and the Far East in order to promote
Manchester United merchandise, encourage new sponsors and establish a firm fan
base abroad. Manchester United has opened at least ten mega-stores across Asia, and
plans to develop one hundred Manchester United branded football restaurants over the
next ten years, with the aim to cash in on the lucrative interest many Asian nations
hold in the English game.
Manchester United has succeeded in promoting the brand globally and adapting its
image to different markets which is highlighted by the fact that they have 40 million
fans in Asia (Lifestyle, 2004). Park et al (1986) stated that establishing a brand image
relevant to the market segment in which it is based, is significant so as to ascertain a
strong brand position. David Gill cites in his PLC report of 2003 that “the key
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marketing strategy for the Manchester United brand development team is to expand
operations into any country where they feel it is possible to convert the local
population into loyal followers of the club and future customers in the multinational
empire.”
Product
Merchandise
In the early nineties, the extent of the United range was very narrow (consisting of
goods such as scarves, mugs and hats), but now the product line is inexhaustible,
including everything possible from wallpaper in children’s bedrooms to cuddly toys,
soft drinks and underwear.
As the popularity of the Internet has come to prominence, this has acted as a further
opportunity of extending the brand image around the globe, providing new found
supporters in East-Asia and America with the opportunity to purchase their goods.
Manchester United have proposed tactics to sell their brand image in countries where
popularity is however limited, such as America and the Far-East.
Place
Old Trafford Club Stadium
The club recognised at an early stage in the brand’s development, the potential earning
power of the club’s home ground, Old Trafford with 68,000 supporters walking
through the gates on any given match day. Currently shown in Manchester United
financial data is that 36% of the club’s revenue is generated from match days.
(ManUtd.com, 2004c). Reid (2001) stressed that the brand has to be experienced,
therefore by providing a well equipped stadium, this helps attract a greater influx of
foreign visitors.
Price
The use of price can be viewed as the sole negative factor of Manchester United brand image.
Exploitation is evident in the form of the fans that pay outrageous prices for gate admissions
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(£34) and replica shirts (£45) and via their business partners, the exploitation of children in
the sweatshops of Asia as exposed by the BBC’s current affairs flagship Panorama. While the
clubs players such as Ferdinand, Giggs and Keane are paid so handsomely to wear the
products of leading sports manufacturers the workers in the sweatshops of Indonesia and
other Asian countries are earning 72 pence for 24 hours of work. (Skynews.com, 2002). The
enormous difference between what the goods cost to manufacture and their price is the reason
behind the clubs huge profits and enormous transfer kitty. It is clear that there is a large
disparity between with the wealth of Manchester United and the workers who make the
products so crucial to the global spread of the brand image.
Customer:
“Customers buying products are buying utility, function, and performance as much as
image and status” (Terpstra and Sarathy, 1997, p. 375). Actually, Customer
merchandise has implications more than their utilitarian, functional, and commercial
significance (Czikszentmihalyi and Rochberg-Halton, 1981; Ericksen, 1996; Leigh
and Gabel, 1992; Levy, 1959; Mick, 1986). Consumers do not “consume products for
their material utilities but consume the symbolic meaning of those products as
portrayed in their images” (Elliot, 1997, p. 286). Therefore, the acquired goods
are not only “bundles of attributes that yield particular benefits” (Holt, 1995, p. 1) but
also indications of symbolic meanings to the public. Consumers are more likely to use
brands to express how they are either similar to or different from people of their in-
group (Markus and Kitayama, 1991).
Bhat and Reddy (1998) also reported that brands have practical and emblematic
importance for consumers. The emblematic importance, which is attached to brands, is
often broadcasted via the use and consumption of brands (Gottdeiner, 1985;
McCracken, 1986). Consequently, there seems to be a noteworthy relationship
between brand images, consistent with the emblematic importance of brands, and
consumers’ self images (Zinkham and Hong, 1991). Individuals are more likely to buy
brands whose personalities intimately match their own self images (Schiffman and
Kanuk, 2000). Similarly, consumers express themselves by selecting brands whose
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personalities are recognized to be consistent with their own personalities (Aaker,
1999; Kassarjian, 1971; Sirgy, 1982).
In many circumstances, consumers’ self image influences his/her purchase
decisions (Zinkham and Hong, 1991) In other words, consumers use products to
illustrate, maintain, and reinforce their self concepts to themselves (Sirgy, 1982;
Wallendorf and Arnould, 1988; Zinkham and Hong, 1991). Therefore, “purchase and
consumption are good vehicles for self-expression” (Jamal and Goode, 2001, p. 483).
Previous research indicated that self image/self expression affect consumers’
product preferences and their purchase intentions (Ericksen, 1996; Mehta, 1999). For
example, Ericksen (1996) found a significant relationship between self image and
intention to buy an American automobile (Ford Escort). Based on this finding, it
might be inferred that “individuals prefer brands that have images compatible with
their perceptions of self” (Jamal and Goode, 2001, p. 483; Belk, et. al., 1982;
Ericksen, 1996; Solomon, 1983; Zinkham and Hong, 1991). Moreover, this self image
consistency strengthen positive attitude toward products and brands (Ericksen, 1996;
Sirgy, 1982, 1985, 1991; Sirgy, et. al., 1997). Specifically, “the more similar a
consumer’s self-image is to the brand’s image, the more favorable their evaluations of
that brand should be” (Graeff, 1996, p. 5).
Brand Personality
Contrary to product-related attributes, which refer to be performance-oriented
for customers, brand personality seems to be representative/self-expressive oriented
(Keller, 1993). Brand personality refers to “the set of human characteristics associated
with a brand” (Aaker, 1997, p. 347). Moreover, researchers found that brand
personality facilitates a consumer to articulate his/her self (Belk, 1988), an ideal self
(Malhotra, 1988), or exact aspects of the self (Kleine, Kleine, and Kerman, 1993) via
the use of a brand. Additionally, this concept was the essential determinant of
consumer preference and usage (Biel, 1993).
Brand personality can be shaped and influenced by any direct/indirect contact
that the consumer has with the brand (Plummer, 1985). The direct influences included
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the brand’s user imagery, which is defined as “the set of human characteristics
associated with the typical user of a brand” (Aaker, 1997, p. 348); the firm’s workers
and/or boss; and the brand’s endorsers. On the other hand, the indirect influences
contained product-related features, product category relationships, brand name, mark
or emblem, and other marketing mix elements (Batra, Lehmann, and Singh, 1993).
Moreover, according to Levy (1959, p. 12), brand personality consisted of
demographic characteristics such as gender (“Usually it is hard to evade thinking of
inanimate things as male or female”), age (“Just as most, people usually recognize
whether something is addressed to them as a man or a woman, so are they sensitive to
symbols of age”), and class (“The possession of mink is hardly a matter of winter
warmth alone”). Some examples are provided as follows. First, in the tobacco
industry, “Virginia Slims tends to be thought of feminine, whereas Marlboro tends to
perceived as masculine” (Aaker, 1997, p. 348). Second, in the pc business, “Apple is
considered to be young, and IBM is considered to be older” (Aaker, 1997, p. 348).
Third, based on the various pricing policies in relation to different department stores,
“Saks Fifth Avenue is perceived as upper class, whereas K-mart is perceived as blue
collar” (Aaker, 1997, p. 348).
Customer Perceived Value
Value has been recognized as “the fundamental basis for all marketing activity”
(Halbrook, 1994, p. 22). Value has also been stated as “a cognitive-based construct
which captures any benefit-sacrifice discrepancy in much the same way
disconfirmation does for variations between expectations and perceived performance”
(Patterson and Spreng, 1997, p. 421). Therefore, it is the outcome of a cognitive
assessment procedure. Moreover, it is an affective evaluative reaction (Oliver, 1996).
Customer perceived value in commerce marketplace was defined as “the trade-
off between the multiple benefits and sacrifices of a supplier’s offering, as perceived
by key decision-makers in the customer’s organization, and taking into consideration
the available alternative suppliers’ offerings in a specific use situation” (Eggert and
Ulaga, 2002, p. 110). That is, there existed three elements in this definition: “(1) the
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multiple components of value, (2) the subjectivity of value perceptions and (3) the
importance of competition” (Eggert and Ulaga, 2002, p. 109).
First of all, the multiple benefits refer to a mixture of product/service attributes
and/or technological support available related to a specific use condition (Monroe,
1990). The multiple sacrifices were occasionally illustrated in monetary forms
(Anderson, et al., 1993). Secondly, customers’ perceived value is subjective, not
objective (Kortge and Okonkwo, 1993). In other words, different customers might
have a variety of perceived values for consuming the same product/service. Thirdly,
customers’ perceived value is associated with competition on the market. Competitors
generate sustainable competitive advantage by means of bringing a better trade-off
between utilities and sacrifice in a merchandise/service.
Alternatively, customer perceived value was consisted of a “take” factor- the
benefits a purchaser obtained from the vendor’s contribution- and a “give” factor- the
buyer’s costs (financial and/or non-monetary) of receiving the offering (Dodds, 1991;
Zeithmal, 1988). Even much of the precedent studies have emphasized product quality
as the primary “take” factor and price as the “give” factor (Grewal et al., 1998;
Lichtenstein, Netemeyer, and Burton, 1990; Zeithmal, 1988). But, “service is also a
logical driver of perceived value” (Parasuraman and Grewal, 2000, p. 169). For the
reason that outstanding before/after sale services provided by the seller really increase
the benefits obtained (the take factor) and also “decrease the buyer’s non-monetary
costs, such as time, effort, and mental stress” (the give factor) (Parasuraman and
Grewal, 2000, p. 169). Consequently, customer perceived value was composed of
“service quality, product quality, and price” (Parasuraman and Grewal, 2000, p. 169).
1. Service quality
Perceived service quality was defined as the discrepancy between “expected
quality and experienced quality” (Gronroos, 2000, p. 67). Expected quality refers to
the expectations of the customer; experienced quality is “the outcome of a series of
internal decisions and activities” (Gronroos, 2000, p. 101). In other words, customers’
subjectivity has a significant influence on perceived service.
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Based on a concrete background of empirical and conceptual research,
Gronroos (2000, p. 81) provided a list of The Seven Criteria of Good Perceived
Service Quality: “professionalism and skills” (i.e., service providers have required
knowledge to offer skills in order to solve customers’ problems in a professional way),
“attitudes and behavior” (i.e., service providers are considerate of/friendly to
customers), “accessibility and flexibility” (i.e., service providers are easy and adaptive
for customers to reach), “reliability and trustworthiness” (i.e., service providers are
dependable and honorable), “service recovery” (i.e., service providers are willing to
correct mistakes as soon as they can), “serviscape” (i.e., customers feel comfortable in
the environment related to the service process), “reputation and credibility” (i.e.,
service providers can be trusted by customers).
2. Product quality
Generally speaking, people buy products to satisfy needs and wants. That is,
consumers would like to obtain a mixture of utilities when they procure items for
consumption, and different customers seem to acquire a variety of benefits from the
same kind of goods. In order to supply the benefits for consumers, marketers need to
successfully incorporate the components that constitute a product. These components
include “product features (quality, design, branding, and packaging) and customer
service (purchase services and usage services)” (Bearden, Ingram, and LaForge, 2001,
p. 185). Product quality refers to “how well a product does what it is supposed to do
as defined by the customer” (Bearden, Ingram, and LaForge, 2001, p. 186).
3. Price
The price of a product/service can be analyzed associated with customers’
quality expectations and/or their past experiences. If the price is judged too expensive,
consumers might not purchase. A low price policy causes poor positioning and
neglected opportunities. However, price appears to be a standard for quality in some
circumstances. “A higher price level equals a better quality in the minds of customers,
especially when the service is highly intangible” (Gronroos, 2000, p. 80).
Hypotheses
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Based on the literature discussed above, the hypotheses of this study are as
follows:
1. There existed a significant relationship between brand preferences and
respondents’ demographic characteristics.
2. There existed a significant relationship between brand personality and
respondents’ brand preferences.
3. Brand preferences were significantly associated with variation in customers’
perceived value.
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Chapter - 04Chapter - 04
RESEARCH METHODOLOGYRESEARCH METHODOLOGY
INTRODUCTIONINTRODUCTION
Research refers to a search for knowledge. It is a systematic method of collecting and
recording the facts in the form of numerical data relevant to the formulated problem and
arriving at certain conclusions over the problem based on collected data.
Thus formulation of the problem is the first and foremost step in the research process
followed by the collection, recording, tabulation and analysis and drawing the
conclusions. The problem formulation starts with defining the problem or number of
problems in the functional area. To detect the functional area and locate the exact
problem is most important part of any research as the whole research is based on the
problem.
According to Clifford Woody research comprises defining and redefining problems,
formulating hypothesis or suggested solutions: collecting, organizing and evaluating data:
making deductions and reaching conclusions.
Research can be defined as “the manipulation of things, concepts or symbols for
the purpose of generalizing to extend, correct or verify knowledge, whether that
knowledge aids in construction of theory or in the practice of an art”
In short, the search for knowledge through objective and systematic method of
finding solution to a problem is research.
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DRAFTING QUESTIONNAIREDRAFTING QUESTIONNAIRE
The questionnaire is considered as the most important thing in a survey operation. Hence
it should be carefully constructed. Structured questionnaire consist of only fixed
alternative questions. Such type of questionnaire is inexpensive to analysis and easy to
administer. All questions are closed ended.
S. No. Particulars Description
1. Project Title “A STUDY OF BRAND PREFERENCE
TOWARDS DESKTOP COMPUTERS.”
2. Sample Size 50
3. Sample Unit Shopkeeper, Housewife, Service men, etc.
4. Area Covered Nimbahera, Chotisadri
5. Sampling Procedure Random Sampling
6. Research Design Exploratory
7. Data Collection Method Survey
8. Research Instrument Questionnaire
9. Type of Questionnaire Structured
10. Type of Questions Close Ended, Open Ended Questions
11. Method of Survey Census Survey
12. Type of Sampling Stratified Sampling
SAMPLINGSAMPLING
It was divided into following parts:
Sampling universeSampling universe
The entire respondents are the sampling universe for the research.
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Sampling techniqueSampling technique (Judgment) (Judgment)
Sample was taken on judgmental basis. The advantage of sampling are that it is much less
costly, quicker and analysis will become easier. Sample size taken was 100 employees.
DATA COLLECTIONDATA COLLECTION
The task of data collection begins after the research problem has been defined and
research design chalked out. While deciding the method of data collection to be used for
the study, the researcher should keep in mind two types of data viz. Primary and
secondary data.
Primary DataPrimary Data
The primary data are those, which are collected afresh and for the first time and
thus happen to be original in character. The primary data were collected through well-
designed and structured questionnaires based on the objectives.
Secondary Data:Secondary Data:
The secondary data are those, which have already been collected by someone else
and passed through statistical process. The secondary data required of the research was
collected through various newspapers, and Internet etc.
Importance of research work:Importance of research work:
The purpose of this study is to examine the impacts of demographic Factors
and footwear benefits sought on consumer purchasing outcomes in the urban
market.
Research results show that age, household size, education, occupation and
income significantly affect amount of money spent, pairs of footwear
purchased and purchase plans, but not average price paid. Gender and
residence of respondent were not significantly related to purchasing outcomes.
The study identified two groups of shoppers seeking significantly different
benefits in purchasing footwear products: the functional shoppers and the alpha
shoppers. As compared to the functional shoppers, alpha shoppers purchased
more pairs of footwear, paid higher price for footwear and spent larger HRK1
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amount on footwear. The results are indicative for the segmentation strategy in
the footwear market.
The research also helps footwear manufacturers and retailers to better target
their consumer segments
RESEARCH OBJECTIVERESEARCH OBJECTIVE
The research study tends to follow and achieve specific objectives.
The objectives of this particular study are:-
To know the personal views of “Nimbahera & Chotisadri” people regarding
choices among various branded sport shoes.
To study which branded sport shoes is mostly preferred by people as per their
choices.
Comparison between various branded sport shoes.
Find out factor influencing the people at the time of purchasing PC (Desktop)
QUALITY, DURABILITY, VARIETY, PRICE.
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DATA ANALYSIS & INTERPRETATIONDATA ANALYSIS & INTERPRETATION
Business Purpose:
1. What type of computer do you use?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 Branded 13 65%
2 Assembled 7 35%
3 TOTAL 20
INTERPRETATION:
The above table indicates that 65% of business persons using branded PC & 35%
business person using assembled PC (Desktop Computers).
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2. What brand of computer do you use?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE1 ZENITH 5 25%
2 HP 0 0%
3 HCL 4 20%
4 COMPAQ 2 10%
5 ACER 1 5%
6 LENOVO 2 10%
7 DELL 1 5%
8 CHIRAG 1 5%
9 IBM 0 0%
10 LG 1 5%
11 OTHERS 3 15%
12 Total 20
INTERPRETATION:
The above table indicates that 25% persons using ZENITH Desktop Computers, 20%
using HCL, 15% using Other Brand, 10% using Compaq, 10% using LENOVO, 5% using
DELL, 5% using CHIRAG, 5% using LG, 5% using ACER.
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3. Do you satisfied with server performance?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE1 EXCELLENT 8 20%
2 GOOD 11 28%
3 POOR 1 3%
4 VERY POOR 0 0%
5 TOAL 20
INTERPRETATION:
The above table indicates that 55% persons satisfied with their server performance which
is GOOD, 40% persons satisfied with their server performance which is EXCELLENT, 5%
persons not satisfied with server performance.
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4. Do you satisfied with you computer AMC?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 Strongly Agree 5 25%
2 Agree 11 55%
3 Neither Agree Nor Disagree 2 10%
4 Disagree 2 10%
5 TOAL 20
INTERPRETATION:
The above table indicates that 55% persons agree with AMC services, 25% persons
strongly agree with AMC, 10% persons disagree with AMC & 10% persons neither agree nor
disagree with their AMC providers.
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5. Are you facing problem with current used product line?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 Yes 5 25%
2 No 15 75%
3 Not Yet 0 0%
4 TOAL 20
INTERPRETATION:
The above table indicates that 25% persons facing problem in current product line, 75%
persons have not any problem using current product line.
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6. In your desktop brand you find the products?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 OK 8 40%
2 GOOD 10 50%
3 SATISFACTORY 2 10%
4 OUTSTANDING 0 0%
5 NOT TRIED YET 0 0%
TOTAL 20
INTERPRETATION:
The above table indicates that 50% persons find that product is GOOD, 10% persons
finding satisfied with product & 40% persons finding OK with product.
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Home Purpose:-
1. What brand computer do you use?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE1 ZENITH 10 33%
2 HP 2 7%
3 HCL 3 10%
4 COMPAQ 3 10%
5 ACER 2 7%
6 LENOVO 1 3%
7 DELL 0 0%
8 CHIRAG 4 13%
9 IBM 1 3%
10 LG 3 10%
11 OTHERS 1 3%
12 TOTAL 30
INTERPRETRATION:
The above table indicates that 34% persons are interesting in ZENITH, 7% in HP, 10% in
LG, 10% in HCL, 3% in LENOVO, 3% in IBM, 10% in COMPAQ, 13% in CHIRAG & 3%
persons having their own choices for purchasing PC.
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2. What is reason to choose above brand?
SR.NO. PARTICULARS NO. OF RESPONDENTS
PERCENTAGE
1 GOOD PERFORMANCE 15 50%
2 SERVICES 1 3%
3 ADVERTISEMENT 2 7%
4 PROMOTIONAL SCHEMES 2 7%
5 RECOMMENDATION 10 33%
6 TOTAL 30
INTERPRETATION:
The above table indicates that the reason for choosing the Brand in PC may, 50% Good
Performance of PC, 3% by their Services, 7% by their Advertisement, 7% by their
Promotional Schemes, 33% by Recommendation to other users.
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3. No. of using desktop?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 0 - 1 4 13%
2 1 - 2 12 40%
3 2 - 3 10 33%
4 3 - 5 4 13%
5 TOTAL 30
INTERPRETATION:
The above table indicates that in Indian families having there lot of member so, 40%
person using 1-2 user, 34% using 2-3, 13% using 3-5 & 0-1 person using 13%.
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4. Why you purchase desktop?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE1 Children Education 5 17%
2 Entertainment 10 33%
3 Internet Surfing 12 40%
4 Game 3 10%
5 TOTAL 30
INTERPRETATION:
The above table indicates that persons why buying PC for may, 33% user bye for
Entertainment, 17% bye for Children Education, 40% buying for Internet Surfing & 10%
buying for Game.
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5. Which monitor/display unit you preferred?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE1 C R T 13 43%
2 L C D 17 57%
3 TOAL 30
INTERPRETATION:
The above table indicates that, 57% persons buying LCD & 43% user buying CRT
monitor/display unit.
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6. You enjoy computer games very much?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 Discharge 8 27%
2 Undecided 10 33%
3 Agree 10 33%
4 Strongly Agree 2 7%
5 TOTAL 30
INTERPRETATION:
The above table indicates that, 33% Undecided playing Game of PC, 27% persons
discharge with this statement, 33% person agree with statement & 7% persons Strongly
Agree with above statement.
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7. You can learn many things when you use a Desktop Computer?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 Discharge 2 7%
2 Undecided 2 7%
3 Agree 18 60%
4 Strongly Agree 8 27%
5 TOTAL 30
INTERPRETATION:
The above table indicates that, 60% agree with above statement, 7% persons undecided
with statement, 27% strongly agree with statement & 6% discharging the statement. persons
Strongly Agree with above statement.
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8. You feel comfortable working with a Desktop Computer?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 Discharge 1 3%
2 Undecided 1 3%
3 Agree 22 73%
4 Strongly Agree 6 20%
5 TOTAL 30
INTERPRETATION:
The above table indicates that, 70% agree with above statement, 20% persons strongly
agree with statement, 4% discharging above statement & 3% undecided the with above
statement.
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9. You can learn more from book than from a computer?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 Discharge 0 0%
2 Undecided 2 7%
3 Agree 21 70%
4 Strongly Agree 7 23%
5 TOTAL 30
INTERPRETATION:
The above table indicates that, 70% agree with above statement, 23% persons strongly
agree with statement & 7% undecided the with above statement.
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FINDING & CONCLUSIONFINDING & CONCLUSION
Marketing is a very crucial activity in every business organization. Every
product produced within an industry has to be marketed other wise it will remain as
unsold stock, which will be of no value. I have realized this fact after completion of
my project. Despite of various difficulties and limitations faced during my project on
the topic “A STUDY OF BRAND PREFERENCE TOWARDS DESKTOP
COMPUTERS”. I have tried my level best to find out the most relevant information
for the organization to complete the assignment that was given to me. After
completion of my project I have gained several experiences in the field or sales
marketing. I have got the opportunity to meet various people, which fluctuate in
different situation and time. This project has given me the opportunity to have first
experience in the corporate world.
Theoretical knowledge of a person remains dormant until it is used and tested
in the practical life. The research has given to me the chance to apply my theoretical
knowledge that I have acquired in my classroom to the real business world. I have
completed my project in which are involved in its successful completion. In spite of
few limitations and hindrance in the project I found that the work was a challenge and
fruitful. It gives enough knowledge about the computers market and the distribution
process undertaken by an organization. This project has enabled my capability in
order to manage business effectively and in my career in future.
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Suggestion & RecommendationSuggestion & Recommendation
Desktop Company having large number of channel partners but it is not supporting
& taking care all of them equally which results in increasing discontentment
among new channel partners because it’s not possible for company to support all
of them equally. Company should take some positive action against it.
Company executive should visit dealers on regular basis.
They Should pay proper attention towards checking of various components of PC
before end user delivery. Otherwise it tends towards defame of brand name in
comparison to rivals.
Need to expend customer care center.
Proper attention should be paid for advertisement planning otherwise it may lead
to problem for dealer as well as for company.
Company should tie up with some event management company to organize various
promotional activities like canopy, Carnival.
Company should make policy for fixed end user price for all dealers so that fair
game will be played & dealer would not to compromise on their margin.
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BIBLIOGRAPHYBIBLIOGRAPHYThe lists of reference for the purpose of completing this marketing project are as given
below:
BOOK AUTHOR: KOTLER PHILIP
TITLE: MARKETING MANAGEMENTPLACE OF PUBLICATION: DELHIPUBLISHER: TATA MC GRAW HILLS
PUBLISHING CO. LTD Kothari C. R. (2005) ‘RESEARCH METHODOLOGY’ New Age
International Limited, Fifth Edition
Saxena Rajan, Marketing Management: Tata Mcgraw, New Delhi, 2006
MAGAZINES / JOURNALS / NEWSPAPERS
Business World
Business Today
The Financial Express
The Times of India
The Hindu
INTERNET:
www.hcl.in
www.indiainfoline.com
www.google.co.in
www.hp.com
www.acer.com
www.dell.com
www.ibm.com
www.hclinfosystem.in
www.altavista.com
www.khoj.com
www.chirag.com
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AnnexureAnnexure
A Study of Brand Preference Towards Desktop ComputersA Study of Brand Preference Towards Desktop Computers
Dear customers,
I, the student of M B A IVth Semester of Vision School of Management, Chittorgarh
are conducting a survey on “Brand Preference Towards Desktop Computers”. Your personal
information will be kept confidential and data is used only for our academic Market Research
Project Report.
1. Name : _____________________________
2. Address : _____________________________
3. Education : _____________________________
4. Occupation : _____________________________
5. Age : _________Years
(A) Do you use Desktop Computer?
Yes [ ]
No [ ]
(B) What type of purpose you use Desktop Computers?
Business [ ]
Home [ ]
If “Business” refer Section - A then refer to Section-B
Section – A (Business Purpose)
1. What type of computers do you use?
Branded [ ] Assembled [ ]
If assembled desktop using give reason:
Good Performance [ ] Low Price [ ]
Parts Availability [ ] Easy to Update [ ]
2. What brand computers do you use?
ZENITH [ ] HP [ ] HCL [ ]
COMPAQ [ ] ACER [ ] LENOVO [ ]
DELL [ ] CHIRAG [ ] IBM [ ]
LG [ ] Others [ ]
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3. What is the number of installed desktops?<5 [ ]
5-10 [ ]
10-20 [ ]
20-30 [ ]
>30 [ ]
4. What is the number of used servers?
1 [ ]
2 [ ]
3-5 [ ]
5. Do you satisfied with server performance?
Excellent [ ]
Good [ ]
Poor [ ]
Very Poor [ ]
6. Do you have AMC?
Yes [ ] No [ ]
7. What type of company is having the AMC?
Regional office of the company [ ]
Any other local player [ ]
8. Do you satisfied with your Company AMC?
Strongly Agree [ ] Agree [ ]
Neither Agree nor Disagree [ ] Disagree [ ]
9. Are you facing any problem with current used product line?
Yes [ ] No [ ] Not yet [ ]
10. In your desktop brand you find the products?
OK [ ] Good [ ]
Satisfactory [ ] Outstanding [ ] Not tried yet [ ]
Section – B (Home Purpose)
(A) Classification of users based on Annual Income.
Less than Rs. 1Lac [ ]
Rs. 1 – 3 Lac [ ]
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1. What brand computers do you use?
ZENITH [ ] HP [ ] HCL [ ]
COMPAQ [ ] ACER [ ] LENOVO [ ]
DELL [ ] CHIRAG [ ] IBM [ ]
LG [ ] Others [ ]
2. What is reason to choose above brand?Good Performance [ ]
Services [ ]
Advertisement [ ]
Promotional Schemes [ ]
Recommendation [ ]
3. No. of person using desktop.0 – 1 [ ]
1 – 2 [ ]
2 – 3 [ ]
3 – 5 [ ]
4. Why you purchase desktop?
Children Education [ ] Entertainment [ ]
Internet Surfing [ ] Game [ ]
5. Which monitor/display unit you preferred?
CRT [ ] LCD [ ]
6. You enjoy computer games very much.
Discharge [ ] Undecided [ ]
Agree [ ] Strongly Agree [ ]
7. You can learn many things when you use a Desktop Computer.
Discharge [ ] Undecided [ ]
Agree [ ] Strongly Agree [ ]
8. You feel comfortable working with a Desktop Computer.Discharge [ ] Undecided [ ]
Agree [ ] Strongly Agree [ ]
9. You can learn more from book than from a Computer.Discharge [ ] Undecided [ ]
Agree [ ] Strongly Agree [ ]
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