vivel - brand equity
DESCRIPTION
Brand equityTRANSCRIPT
VIVEL SOAPBRAND EQUITY
GROUP MEMBERS :M1219 – Hemin RajoraM1256 – Vikesh BangeraM1259 – Vishal Shivkar
Brand Equity
A brand’s power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands
VIVEL SOAPSParent Company = ITCTagline/ Slogan Khoobsoorati bas main ; duniya muthi
main; Taazgi jo kareeb laayeUSP Beauty with confidenceVivel Soaps Bathing Bars & Soaps
1. Luxury Crème 2. Beauty Soaps 3. Health Soaps
Marketing and Strategic Overview
Target Group Vivel focuses on young consumers who are
looking for a change and people who are not necessarily tied to a brand for many years.
Has a push-pull strategy for promotion anddistribution. Major Competitors LUX, DOVE,PEARS, MEDIMIX
Background and Role of the Research
Effective measurement of brand equity is critical to the development of brand strategy
Role of Research To Estimate the market potential and perception
towards Vivel Soap as compared to competitors. To find out causes of not keeping the Vivel Soap
in stock. To determine whether the existing attributes of
product are meeting the requirements To identify whether any changes are required in
the existing product.
Objective
Business Objective To Understand Customer Brand
Attitude and The Profitability of marketing initiatives
to determine a brand’s financial value.Research Objective The research objective is to find the power
of the brand Vivel as compared to competitors on the basis of the consumer and Financial framework.
Type of Research
Descriptive ResearchSurvey studies
Written questionnairesPersonal interviews
Suggested approach
Qualitative Research
In-depth/ one-on-one interviews Observational research Quantitative Research
Questionnaires
Suggested approaches can be carried out on the basis of the following parameters.
Consumer based approach Brand Awareness Perceived value Brand Loyalty Brand associations
Financial based approach Market Share Profitability Time in Market Recent Growth
Reporting Requirements
PowerPoint Presentation Report consisting of statistical analysis
between Vivel and Other Soap brands
Timing A time period of around 4 months will be
required for research.
Existing Research or other information
BRAND LOYALTY AND LEVERAGABILITY: AN EMPIRICAL STUDY ON SOME SELECTED BRANDS OF SOAP
conducted by ZENITH International Journal of Multidisciplinary Research
REF: http://www.vivel.in/Bath-Care/Bathin
g-Bars-And-Soaps http://zenithresearch.org.in/images/
stories/pdf/2011/July/14%20MRINAL%20Brand_Loyalty_Final.pdf