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COMPARATIVE ANALYSIS OF SELECT BRAND STUDIES CONDUCTED
AROUND THE WORLD
Name: Sona Sara OommenRoll No: 93Faculty Mentor: Prof. Vidya Iyer
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Marketing Research Industry
Revenue Generated by Global Market Research Industry in Previous Years• Identify marketing problems• Solve those problemsPhases• Product research, Customised Services, Data Analysis, Field Services
Services Offered• 3% growth in global market research industry revenue from 2012 to 2013
Global RevenueRevenue (in bn. USD)
33.54
39.08 40.29
2011 2012 2013
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MDRA: Marketing & Development Research Associates
Profile• Marketing research• Consulting• Customised research services for clients• Providing solutions
Expertise• Defection and leakage analysis• Customer satisfaction studies• Rating of parallel marketers
Turnover• Turnover of MDRA in the year 2014 was 1.75 Crores only
Competitors• Nielsen• Millward Brown• IMRB
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Project Objectives
To study about different research organizations in India and abroad which conducts brand surveys
To study select brand surveys and map them on specific parameters and compare the process followed by MDRA
To conduct detailed study of the analysis done by MDRA in consumer durables brand experience survey
To provide MDRA newer ideas of conducting different types of brand studies
Project Methodology5
Ob
ject
ive
1 • Exploratory research
• Data collected from company websites and magazines
• Decided upon 4 companies conducting brand studies
Ob
ject
ive
2 • Exploratory research
• Secondary data collected from brand study reports organisations
• Benchmarking technique used to compare the different brand studies
Ob
ject
ive
3
• Descriptive research
• Primary data collected using questionnaire
• Conducted regression analysis on the data obtained
• Analysed the data according to the methodology followed by MDRA
• After comparing the different brand studies, recommended certain improvements in the brand study done by MDRA
Ob
ject
ive
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Findings - Benchmarking MatrixParameters MDRA Nielsen Millward Brown Gensler
Type of Organisation Research & Consultancy ResearchResearch & Consultancy
Design & Consultancy
Audience General Public General PublicGeneral Public &
BrandsBrands
Region of Survey India India World USA
Product Categories Consumer Durables All Product Categories All Product Categories All Product Categories
Type of Study Brand Experience Brand Awareness Brand Valuation Brand Engagement
Attributes taken into consideration
Quality Quality MeaningfulnessFeel Good on buying
favourite brand
Value for Money Value for Money DifferentiationSpend More on Favourite
Brand
Recommendation Recommendation SalienceRecommend Favourite
Brand
Need Fulfilment Need Fulfilment Value more the Favourite
Brand
Durability
Pride
User-friendliness
Serviceability
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Brand Score Calculation
Methodology followed by MDRA
Obtaining the overall satisfaction rating for each product brand
Obtaining attribute-wise rating for each
product brand
Determination of weightage of
attributes for each product using
regression analysis
Calculating the mean rating of all
respondents obtained for each product
brand
Multiplication of attribute-wise mean rating to its attribute
weight in selected product category
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Brand Score Calculation
Methodology
followed by Nielsen
Obtaining the familiarity level of
respondents for each brand
Calculate a brand score for each respondent =
[(0.5*Overall) + (0.5*(Attr1+Attr2
+Attr3+Attr4)]
Multiply the brand score by the familiarity
score
The total of all the brand scores (across
respondents) is calculated and then divided by the total
number of respondents
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Brand Score Calculation
Methodology followed by Millward
Brown
Calculating financial value
Calculating brand
contribution
Calculating brand value by multiplying financial
value and brand contribution score
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Recommendations
• MDRA should indulge in new types of brand studies to increase their clientele.
• MDRA should calculate financial value of the consumer durable brands along with brand experience score.
• Brand experience survey can include brand engagement elements also to provide a clearer picture of customer involvement with the brand.
• Differentiation of the brand is another attribute that can be included in brand experience survey.
• MDRA’s top brands perceptual survey should be preceded by brand awareness parameters to avoid vague responses.
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References
Brucks, Merrie, Valarie A. Zeithaml, and Gillian Naylor, Journal of the academy of marketing science 28.3 (2000)
Lau, Geok Theng, and Sook Han Lee, Journal of Market-Focused Management 4.4 (1999) Niraj Dawar and Philip Parker, Journal of Marketing-Vol. 58, No. 2 (Apr., 1994) Elena Delgado Ballester, José Luis Munuera Alemán, (2001) "Brand trust in the context of ‐ ‐
consumer loyalty", European Journal of Marketing, Vol. 35 Walfried Lassar, Banwari Mittal, Arun Sharma, (1995) "Measuring customer based brand ‐
equity", Journal of Consumer Marketing, Vol. 12 Keller, Kevin Lane. "Conceptualizing, measuring, and managing customer-based brand
equity." the Journal of Marketing (1993)
Websites: www.wikipedia.org/wiki/Benchmarking www.wikipedia.org/wiki/MarketingResearch http://www.marketresearchworld.net/content/view/1260/74/ 5 Key Metrics for Measuring Brand Loyalty, www.SurveyMonkey.com www.mdraonline.com