Soft drink Brand Tracker
(Project2 Part2 Brand Value Measurement)
UBUNG BUSINESS Institution
A report Posted to Prof. Srinivas Govindrajan In partial fulfilment from the requirements of the course Product and Brand Management Upon 03/08/09 BY Apoorva Jain Gunjan Dugar Hardik Mishra Manoj Mani Iyer SOFT DRINK BRAND EQUITY PRAXIS ORGANIZATION SCHOOL
The objective of this kind of project was going to find out the manufacturer equity of Pepsi. The parameters which in turn enabled us to arrive at the brand equity had been Brand Knowledge, Brand Vigor, Brand Association, Brand Leveragability and Buying Behavior. For this purpose we all did a survey exactly where we interviewed thirty respondents on the basis of each of our questionnaire. The questionnaire composed eight concerns covering the previously listed parameters. The next measure dealt with rank the brands and supplying scores depending on the rank achieved. The cumulative report of the brand formed the basis of arriving at the manufacturer Equity. Our brand Pepsi did moderately well around the parameters Company Leveragability (Rank 2), Brand Knowledge(Rank 3) and Manufacturer Association(Rank 3) but could hardly stand up to quality of Brand Vitality(Rank 5), and purchasing Behaviour (Rank 5). Overall, Pepsi positioned fourth upon Brand Equity, considering every one of the parameters used to arrive at this. The recommendations that we can come up with for enhancing their Brand Collateral were that, Pepsi should reposition on its own as a appealing brand to improve the replicate purchase. Soft drink as a brand is capable of leveraging and should power its name to other goods like Dark beer, Condom, Shampoo or conditioner and Clothes. It is capable of diversifying and should money on this opportunity.
PEPSI COMPANY EQUITY
PRAXIS BUSINESS COLLEGE
STAND OF MATERIAL
Pg. No .
1 . Introduction installment payments on your Brand value measurement version 3. Rationale 4. Presumptions 5. Analysis Methodology 6. Questionnaire several. Findings almost eight. Pepsi manufacturer equity 9. Suggestions twelve. Bibliography
four 5 6 6 several 8 10 14 15 16
PEPSI BRAND VALUE
PRAXIS BUSINESS SCHOOL
Brand equity is end result that accrue to a need/want satisfier when the brand name is definitely added in. It is the incremental contribution (Money) per year received by the brand in comparison to the fundamental product (or service). The incremental contribution is driven by the person customer's incremental choice probability for the rand name in comparison to his or her choice likelihood for the underlying merchandise with no brand-building efforts. The strategy provides what-if analysis features to predict the probably impacts of alternative strategies to enhance a brand's equity. Company equity is among the more popular ideas in marketing today. Also, it is one of the most applied terms in marketing analysis, and the subject matter of much unclear thinking. Actually there are several definitions of brand collateral, all of which originate from the notion of 'brand. ' A useful description is that a brandname is the sum total of all that may be known, thought, felt and perceived with regards to your company, service or product. Branding, then simply, is the process of making products and companies in brands the consistent and disciplined way a company convey a brand's essence towards the public. Consumers' response to the brand name revolves around the brand's photo. This makes the concept an essential insight into web marketing strategy since a positive, strong company image will certainly presumably cause choosing a particular brand. пѓ Achieving good brand difference is absolutely important to creating a compelling company relationship with customers. пѓ Brand value can be regarded as the gear effect of brand knowledge on consumer response to the marketing of the brand. пѓ Fundamentally, substantial levels of brand awareness and a positive company image should increase the probability of brand decision. That is the critical goal of managing one's brand. пѓ Brand value only exists as a function of customer choice available on the market. And even though...