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8/7/2019 A STUDY ON BRAND VALUE PROPOSITION
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KRISHNAKUMAR.A
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OBJECTIVEPRIMARY OBJECTIVE:
To study and analyze the customer value proposition to the
brand maruti service masters.
And to define metrics which would improve brand valueproposition for maruti service masters in year 2011.
SECONDARY OBJECTIVE:
To align BVP with brand preference. To align BVP with brand loyalty
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ABSTRACT
The brand value proposition is a business or marketing
statement that summarizes why a consumer should buy a
product or use a service. This statement should convince a
potential consumer that one particular product or service will
add more value or better solve a problem than other similarofferings. Companies use this statement to target
customers who will benefit most from using the
company's products, and this helps maintain an economic
moat.
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ABSTRACT The ideal value proposition is concise and appeals to the
customer's strongest decision-making drivers. Companies
pay a high price when customers lose sight of the company's
value proposition. Whether you are marketing a new
product or one that has been on the market for some time
now, it is very important for you to know how to developyour brand value proposition. Developing your brand
personality, or improving your brand valuation or brand
perception, especially if you are marketing a global brand is
important because it increases the global value of your
product, which in turn translates to bigger sales and bigger
profits.
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ABSTRACT Know what a value proposition is and its purpose.A brand
value proposition is composed of statements that
differentiates your brand from the competition and entices
your current and prospective market to keep on or to
patronize your products in the future.
Brainstorm your ideas. Here are a few tips on how to
effectively brainstorm with your team. One person in the team
should facilitate the brainstorming, one should be coming upwith proposals and another with counter-proposals until you
can come up with something solid. The facilitator then picks
out and gives logical order to the best ideas generated from
the discussion.
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ABSTRACT
Brand its strengths and weaknesses and its competitiveedge overthe competition.Check out the strengths andweaknesses of the competition. You have to inject in yourstatements, the promise that your brand offers what othersdo not, or that you offer customers what others offer onlymore and better.
Know about market.What our market is looking for, whatmakes them tick, what tickles their fancy.Knowing theneeds of your current and potential market that have notbeen met by your competitors should be factored in whenyou make a value proposition. This knowledge can only be
the product of intensive research. This is the secret to anysuccessful marketing strategy.
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Know what a value proposition is and its purpose.A brand
value proposition is composed of statements that differentiates
your brand from the competition and entices your current andprospective market to keep on or to patronize your products in
the future.
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SCOPE OF THE STUDY
The research study is highly useful to the organization
to know that exactly about brand value. The study deals
with various aspect of the value proposition. It helps the
organization to know its brand value and customer
needs. It also helps to include new techniques for
further improvements
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NEED FOR THE STUDY
Brand value proposition statements help a society
understand how effectively the brand is meeting
member and customer needs. Then the society can
develop specific actions to remedy any inconsistencies.
Brand value propositions are statements built off the
brand contract and brand promise that are measurable
over time.
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RESEARCH METHODOLOY
DESCRIPTIVE RESEARCH DESIGN:
The researcher has followed the descriptive research by
using primary and secondary data collections.
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RESEARCHMETHODOLOYRESEARCH DESIGN
Research Design means the exact nature of Research work in a systematic manner. It involves theinformation about the research work in view of theframework of the study, availability of variousdata,observations,analysis ,sampling etc.,
Descriptive studies try to discover answers to thequestions who,what,when,where and sometimes how the
researcher attempts to describe or define a subject,oftenby creating profile of a group of problems. People orevents such studies may involve the collection of dataand the creation of distribution of the number of timesthe researcher observes a single event or chararacteristicsor they may involve relating the interaction of two ormore variables.
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RESEARCH METHODOLOY
SAMPLE SIZE:
The researcher takes the sample size as 100.
METHODS SAMPLE:
The researcher has followed stratified Random
sampling method in this project.
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STRATIFIELD RANDOM SAMPLING:
The universe is divided into different stratas based on
certain attributes. Proportionately, select some samples fromeach stratum are called Stratified Random sampling under
Probability Sampling.
DATA COLLECTION METHODS:
The Researcher has collected the primary data by usingquestionnaire and secondary data from company.
STATISTICAL TOOL USED:
Percentage Method
Chi-Square Test
Weighted avg method.
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Percentage method: percentage refers to a special kind of ratio percentages
are used in making comparing between expectations,awareness and satisfaction with various other factors
observed data
percentage= --------------------- x 100
sample size
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2.Chi square Test:
A family of probability distribution, differentiated by this
degree of freedom is used to test a member of differenthypothesis about variances, proportions, and distributional
goodness of fit.
Chi-square test ( 2 ) =
Wherein, O = Refers to the observed frequency
E = Refers to the expected frequency
R= Refers to the number of rows
C = Refers to the number of columns