...and objectives The consumer brand relationship depends on largely on the successful establishment of the brand meaning. In highly competitive markets brand loyalty generates numerous benefits like erecting barriers to competitors, generating greater sales and revenues, reducing customer acquisition costs, and inhibiting customers' susceptibility to marketing efforts of competitors (Knox and Walker, 2001; Rundle-Thiele and Mackay, 2001). The primary objective of this research is to select three brand loyalty influences (from the twelve) in the article by Moola and Bisschoff (2014) then motivate why the three can be grouped together logically. The secondary objectives are to: * Expand on Moolla's questions by doing a literature study on three brand loyalty influences selected. * Select a company / product of choice to apply questionnaire to * Analyse the data at least on inferential statistical level * Indicate expected outcomes the results will provide * Interpret the results and write a short report on what the data tells you * Apply result to management and managerial decision-making to show the advantage of the analysis. Figure 1.1: The conceptual model Adapted from Moolla (2010:197) 1.2 Hypotheses The following hypotheses were tested in order to assist in meeting the research objectives: H1: There is a relationship between customer satisfaction and customer trust when purchasing a home appliance brand. H2: There is a relationship...
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...Favorite Brand Paper Jonathan Mitchell University of Phoenix MKT/421 Sandra Woods March 3, 2015 Favorite Brand Paper My favorite brand I’m passionate about is Queen Helene Cocoa Butter Crème. “Queen Helene® brand has been a leader in quality and beauty products for professional and personal use since 1930. Our products are inspired by nature’s finest ingredients because they are safer, and often more effective, than harsh chemicals and unnecessary additives. We are proud to have created a full line of affordable and effective body care products that are still passed on from generation to generation” (Queen Helene, 2015). I am passionate about this brand because with all of the cosmetic fixes out there, a natural remedy would better than a risky and expensive procedure just to make sure my skins feels the way it did I was young. I love this brand because it makes my skin feel soft and smooth. It last longer than other brand I have tried. Most of the brands out there because of their name have notoriety, like Palmer’s cocoa butter, but these brands are often water down versions of the original product because of the Palmer’s popularity, although expensive, the brand is mass produced, therefore, the quality of the product is diminished to serve all consumers. Palmer’s cocoa butter wears out fast and I have had to reapply it throughout the day, it is very thin and leaves my skin dry unlike like Queen Helene’s cocoa butter crème. I can use it once even after I was my...
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...What does the brand mean in today’s market? How has it evolved over time? What is the target market(s) for the brand? Has that changed from the past? How is the competition positioned? What celebrities endorse your brand? Why are they a good fit? To what target market do they connect? What other famous characters could be connected to your brand? Explain why. What about the competition? What kind of endorsers do they use? Naoto Hirooka, born in 1977, graduated from Bunka Design College and entered S-Inc in 1999. In 2000, he debuted his original brand “h.Naoto”, which featured punk sensibilities and design styles. The brand has since expanded to include a huge ranvge of other subbrands that encompass a variety of styles, including visual kei, natural kei, punk, lolita, gothic aristocrat, men’s fashion and more. Celebrity Endorsements As a designer, h.NAOTO is much sought after by celebrities to design clothes and other paraphernalia. Perhaps one of the most famous collaborations he has ever done was in 2004 with Evanescence’s Amy Lee, who wore a dress that they designed together to the 2004 Grammy Awards. He also worked with GACKT in the same year, producing costumes for his concert tours and a unique design for Gackt’s guitar. Most recently, h.NAOTO has worked with LUNA SEA guitarist SUGIZO, and famed producer (X-JAPAN) YOSHIKI to produce prints and other fashionwear. Sub-brands Over the years, h.NAOTO...
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...ARE MEGA BRANDS TRYING TO ESCAPE THERE OWN BRANDS? I. Table of Content 1. Introduction 2. MEGA BRANDS TRYING TO ESCAPE THERE OWN BRANDS? 3. Conclusion II. References 1. Introduction Brands is the name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness rather than a specific product, service, or business. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. A brand is the most valuable fixed asset of a Corporation. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. Brands are also expressed in the form of logos, graphic representations of the brand. In computers, a recent example of widespread brand application was the "Intel Inside" label provided to manufacturers that use Intel's microchips. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance...
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...Marketing Mix 1: Products, Brands & Their Distribution MKT301: Principles of Marketing Summer 2012 Two Products Categories/Brands: Auto Repair & Family Physician Product Categories: Jewelry & Family Physician Explain what Fournier means by "having a relationship" with a brand. Identify two brands chosen from the product categories above and explain whether or not you believe that consumers have relationships with those brands. Expand your thinking and explain whether, based on Fournier's paper, your own experience and your knowledge of other people, consumers have relationships with all brands. Distribution: Select TWO products from the list of product categories above (they can be the same as for sections 1 to 3 or different - your choice) and using the teaching materials and any additional research explain what you think would be an appropriate distribution strategy for them. In doing so compare and contrast the two distribution strategies explaining why they would be similar or different. Illustrate your answer by referring to specific brands within each of the two product categories you have chosen. (50%). Well I think what Fournier meant by the team of having a relationship with a brand is in my words a relationship that you have with anything that is in your life on a day to day basic. For prime example my grand pa would not allow any other type of coffee to be made in the house besides Folgers, I never knew the whole story...
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...(Hypothesis) 20 Annexure-C (Sample Instrument) 21 References: 29 Executive Summary Objectives: The growth of Indian Motorcycle market has plummeted in 2008-09 and this has affected Pulsar, a flagship brand of Bajaj Auto Limited. The market share of Pulsar in the premium segment of motorcycle has declined by around 8% in the last two years. Therefore, in this project work our aim to develop strategy for improving sales of Bajaj Pulsar. Research Methodology: To understand the consumers’ expectation and satisfaction from the purchases of motorcycle, we have done qualitative research to identify the underlying motives for the purchase of Motorcycle. We have formulated a set of research problem to address our management decision problem. These research problems have helped us in identification variables relevant to our study. Using these variables we proposed a set hypothesis. Finally to test these hypotheses, we have developed an instrument and also proposed a tentative data Analysis plan for each hypothesis. However, real data has not been collected. This is the limitation of our study. Conclusion: This study will help marketer in developing better marketing strategies and also will help in developing suitable marketing mix to attract more consumer to buy Pulsar Brand of Motorcycle. 1. Introduction 1.1 Background The Indian two wheeler market is oligoplistic in nature...
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...2011 CAUSE MARKETING Cause Marketing - "Do Well by Doing Good" Executive Summary Companies face challenge to “out advertise” or “out differentiate” its brand when markets are becoming almost undifferentiated. At this time, creating an emotional connection with the customers seems most difficult task at hand. In the market place where customer and societal expectations are changing rapidly requiring constant innovation of new ideas, products and services, strategy and social responsibility provide the shortest route to an organization’s success. Therefore, cause branding provides an effective alternative to enhance brand equity by associating brand with an appealing cause. This project explores effectiveness of cause related marketing strategy and tries to find the answer to the question “How it impact to brand building?” It gives brief introduction to the concept of cause branding, its definition and difference between cause marketing and corporate philanthropy and corporate sponsorships. Then, it tells about the inception of cause marketing, its evolution into cause branding and need for cause related marketing, collected primary data analysis and secondary data examples which benefited from this marketing strategy. Introduction Creating brand equity is the most powerful weapon in a company’s armor to beat the competition. In the fiercely competitive market place of today where customer and societal expectations are changing rapidly requiring constant innovation...
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...print, to radio commercials, to TV commercials and now the internet. The price of commercials has risen and a large percentage of print ads have been replaced with internet ads. Because of the many changes that have taken place within advertising and media there is no longer a consistent model for determining audience value across the vast communication vehicles we currently use for advertising today. Since each communication outlet has its own challenge for measuring its audience response, the ROI has become difficult to assess or predict. There is also the concern that the emphasis on short-term audience involvement may devalue the long term values of advertising which would affect the brand value since, brand building is a continuing process that often takes years to accomplish. Brand equity is the value that has been placed on a product or service, by its consumers, distributors and...
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...creating building brand strategy. Provide an example of a company that has developed a strong branding strategy. The real impact and strength of a brand is in the thoughts, feelings, images, beliefs, attitudes, and experiences that exist in the minds of existing or future customers. This so called “brand knowledge” affects how those customers respond to products, prices, communications, selected channels and other marketing activities (ultimately, impacting brand value). A brand strategy is the proactive effort to use advertising tools to position a given brand relative to competitors, so targeted customers are convinced that the brand offers greater value than competing brands – goal is to positively impact those thoughts, feels, etc. of consumers. Thus, effective positioning is most important to attract customers, gaining marketing share and building a loyal following. Companies use a variety of strategies to establish strong, favorable, and unique associations for their brands. One needs to understand consumer behavior and how consumers make decisions about whether a brand is likeable or not. Thus, need to be clear about a) unique features of a brand (points-of difference) that are favorably seen by consumers, and b) features that are shared with other brands (points-of parity). Furthermore, marketing managers need to develop the right, memorable brand elements (name, logo, slogan, packaging, etc.) that customers can associate with the given brand. An example of...
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...trends and values in media and advertisement industry, then shows three possible media plan. 1. Which, if any, of the three social media plans should Foley pursue? Why? In my opinion, Facebook is the best choice of among three suggested plans. The next table shows -G O simply new media plans suggested by agency. Unique Visitor Budget Description Zwinktopia No Info 200,000+100/yr Virtual Jeans ↔ Real Products Facebook 14,196,000 350,000+600/yr Brand profile page targeted banner ads through profile page Widget: design and share YouTube 48,152,000 300,000 + 40CPM NG User created contents → Contest In-Video Ads Each plan has advantage in some parts and disadvantages in other parts. I make a table to compare three plans in the Foley's view. Left column is fulfilled the important factors for Foley regarding YO the new media plan and evaluation is done by myself. Zwinktopia Facebook YouTube Talking with △ O X Brand story X O O Constructive Dialogue △ O X Existing media plan △ △ O Impact on sales △ △ △ Unique Users △ O △ Score 3.0 5.0 3.0 (O: 1.0 △: 0.5 X: 0.0) Zwinktopia is well targeted to the UnME's target customers. According to the plan, the agency will develop a line of virtual jeans which is same to jeans in real world, and the users can create a jean in a new design. It is a good point, and because of the alliance...
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...paper towel? This experiment will examine the absorbency of three different brands of paper towels and then compare the results to the price of the product to find the absorbency value. First, we will purchase one roll from three different brands of paper towels from the same store at retail price. It’s important to purchase the products at full cost or note what the normal price is from the same store since different stores may have different prices. Different brands of paper towel rolls come with different amounts of sheets as well as sizes, so it will be important to have all the sample sizes the same for accurate results. The results will be drawn up after the controlled experiment is finished. The experiment will consist of taking an individual sheet from each brand of paper towel and spread it over a container and using a medicine dropper or eye dropper filled with water, squeeze drops onto the paper towel one at a time until the water starts to leak into the container below. Each drop will be counted up to the point where the water leaks into the container. This will be done three times with each brand and an average will be determined. The average determined will represent the absorbability of each brand of paper towel. Once testing is completed and the data has been collected on all samples, the data will be converted to a per sheet value. By this outcome, we will be able to decide which brand has the best absorbency compared to dollar value. INT1 Task 3...
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...1. (TCO B) Your company has developed a new educational electronic game. Your target market is 4-6 year old children. What research methods would you use to test this product concept? Choose at least three methods that you believe will provide valuable information, and describe your research strategy. (Points: 22) Our company has developed a new educational electronic game that is targeted to children age 4-6 years old. The following research methods will be used in order to test the product among the targeted consumer market. the company will use a combination of observational research, Internet surveys research and personal interviews. Observational research will be collected in order to see the human component this will show how children will be interacting with the product. The researcher will enter the situation and observe the behavior while recording the data. Several observers will work at the same time to establish inter-observer reliability this will reduce bias as to one point of view. By watching these physical inter-actions, the observer can better understand how the product will be perceived and how consumers will use it. This knowledge will lead designers to improve the product as well as answer a variety of research questions. Internet survey research will be gathered from the parents of children ages 4 to 6 years old, this data will reveal their preferences and beliefs and essentially how they feel about educational electronics games. The survey will...
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... ACKNOWLEDGEMENT: I express my sincere gratitude to Ms. Sapna Choraria for giving me the opportunity to undergo this project. I, further, thank her for lending me a helping hand in solving my problems related to the project. This project would not have been possible without her valuable time, constant support and inspiration. I also thank UnitedWorld School of Business for providing me an opportunity to undertake a skill basis project at this crucial stage of my life, while pursuing MBA, which helped me to understand the topic, that was untouched before, deeply. Any suggestions for improvement are always welcome. ABSTRACT: Due to rapid urbanization, emergence of small pack size and sachets, the demand for the household products is flourishing. With the increase in per capita income and wide range of choices being available, the consumers are mainly focusing on these products. The companies are finding it difficult to survive or to retain their market share due to changing trends in demand and high peak competition. In order to lure the consumers, companies study the quantity being purchased by the customers and at what price. Here, I am trying to confine myself to the detergent market in Uvarshad village, Gandhinagar (Gujarat) and find out how certain factors affect the demand of consumers for detergent. Keywords: consumer preference, purchase intention, customer satisfaction, brand position, price, consumer psychology and...
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...WOMEN’S BUYING BEHAVIOUR AND BRAND LOYALTY TOWARDS SKINCARE PRODUCTS” 1. Name : 2.Age in Years : (Please Tick your age group) 18-20 21-25 26-30 31-35 36-40 41 and older 3.Marital Status: (Please √) Unmarried Married 4.Educational Qualification Less than SSC SSC/HSC Graduation Post Graduation 5.Occupation: (Please √) Student Homemaker Service Own Business Professional 6.Monthly Family Income in Rupees: (Please √) Below 10,000 10,000 to 25,000 25,001 to 50,000 50,001 and Above 7. Are you familiar with the word ―Brand Loyalty‖? (Tick any one) Yes No 8.Have you purchased any brands of skincare products like moisturizers, facial masks, Under-eye creams, etc. lately? (Please tick) Yes No 9. Are you especially loyal to a particular brand of Skincare products? (Please tick) Yes No 10.Out of the list of the following categories of brands of Skin Care Products, Which ones are those that you purchase /use consistently/ repeatedly? Please tick the brand for every category of product you use. ( i.e. if you use one product of a brand as face mask and another of the same or another brand as moisturizer and third as...
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...He is young man (about 22 ages). He purchased these products include beef, soy sauce, clothing, washing powder. He took about 45 minutes to go shopping. I noticed, he rarely buy in big C. Because he took a lot of time to go looking for food areas. After he bought beef, he choose to buy washing powder and soy sauce. Next, he began to notice the promotional clothing. I think buying clothes beyond his intended audience. Shopping strategy: -He planned before going shopping. - He decided to choose different prices for each product. With food, he priotize quality over other important things. With clothes and washing powder, he priotize cheap price but ensure that it isn’t too bad. I can see this because his observations on each product is different. When he bought beef, he saw very carefully: expiry date, country of origin. When he bought clothes and washing power, he took care of price. Problem recognition: -need recognition: He bought Chin-su soy sauce and washing powder. Here are everyday product so it only need recognition. -opportunity recognition: Although the price of beef is very expensive, but he chose beef, maybe he would like to buy to improve meal at the weekend Research He use “Prepurchase search”. Because this is products that it can easy to find information when he come to supermarket. Evaluation of alternatives He assessed his options based on two main criteria: quality and price. With beef, he took care of quality product. Because if he uses poor...
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