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8/3/2019 Business Research logy
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Business Research
Methodology
Brand Building of Sialkot, Pakistan
Football Industry
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Group Members
Ali Raza 049
Arslan Khan 040
Jaffer Hussain 050
M.Sabir Ayoub 046
M.Harris Ghaffar 048
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What is Branding?
A brand represents many more intangible aspects of a
product or service
A collection of feelings and perceptions about quality,
Image, Lifestyle and status. A brand is not an icon, a slogan, or a mission statement.
It is a promise- a promise that a company can keep.
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How to Build football brand
Establishing the proper brand identity
Creating the appropriate brand meaning
Eliciting the right brand responses
Building appropriate brand relationships with customer
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Benefits of Brands
It creates in the mind of customers and prospects the
perception that there is no product or service on the
market that is quite like yours.
A brand offers the customer a guarantee and then
delivers on it.
Brand- As a Promise
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Brand Building Concerning Buyer
It helps buyers to classify the product which they
like/dislike
It helps to identify marketer or sellers
It helps to reduce the time needed for purchase. It helps buyers to assess the quality of products
It helps to reduce buyers¶ perceived risk of purchase
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Seller point of view
It lessens price comparisons among different suppliers
It facilitates promotional efforts.
It helps to promote brand loyalty which helps to stabilize
its market share.
Sellers are able to charge a premium for the brand.
Competitive edge among intermediaries
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The World¶s Strongest Brand Share
The pricing strategy is based on consumer perceptions
of value..
The brand is consistent & relevant.
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.
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Branding View
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Aims of Our Research
The main purpose to do research is to create the value
of Pakistani Football Brand in the international market.
How we can make our brand enough compatible that
they would be able to compete with other international
brand like (NIKE, REEBOK, SLAZENGER etc) in future.
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Objectives of Our Research
Why Pakistan Football brands are not able to compete
with other international brands?
How to improve our brand image?
How to formulate our marketing strategy more effective?
Identify target clients?
How to target International market?
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Methodology
We have devised certain methods to formulate our
research proposal including unstructured questionnaire,
interviews etc.
Areas covered include the research design, population,
and sample and sampling techniques, data collection
and analysis.
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Population
All elements of interest in a particular study
Our population comprise of Football players and
manufacturers.
we have divided our population into two categories
Pakistani football productions companies
Local and foreign Football players
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Sampling
We adopt the survey type of research
Details of the sample are as follows
30 football players
5 Pakistani football productions companies.
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Data Collection
First of all contacted with football productions companies
mainly located in Sialkot through our contacts,
unfortunately due to limitation of time constraints and
resources we couldn¶t visit these companies but we
managed to contact them through mobile and email we
introduced our self, with those institutions as well asseek their consent for the study.
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Data collection instrument
We collected data by administering a questionnaire. The
questionnaire will comprise of unstructured questions,
consisting of approximately 10 questions.
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Football Players Response
Out of 30 respondents
14 said that they strongly prefer branded footballs
7 showed that they are least concerned about brand
3 of them showed mixed behavior
6 of the respondents sometimes prefer branded
footballs.
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Interpretation
47%
23%
10%
20%
Brand Perception
strongly prefer least concerned mixed behavior sometimes prefer
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Companies Response
Out of 5 Sialkot Pakistan football manufacturers
companies
2 companies didn¶t reply
2 of the companies said brand building techniques
should be focused upon.
1 company was satisfied with their brand image.
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Interpretation
40%
20%
40%
Brand Perception of Companies
Brand Loyal Brand Builder No Comments
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Suggestions
Companies should use Brand to improve revenue
The firm should use a brand personality
Marketing promotion of brand in print media and TV
Choice of different elements used to create a brand
identity such as color, owned name, slogans, and
symbols
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Findings
Define the core brand's position and value clearly
Don't neglect Public Relations
Contract with international football clubs
Always remember the USP
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Conclusion
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