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    Vivel - Brand Equity

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    ShivkarVishal
    This document outlines a proposed brand equity research study for Vivel soap. The objectives are to understand customer brand attitudes and the profitability of marketing initiatives to determine the brand's financial value. Both qualitative and quantitative research is suggested, examining parameters like brand awareness, perceived value, loyalty, associations, market share, profitability and growth for Vivel versus competitors. The research would take approximately 4 months and include a PowerPoint presentation and statistical analysis report. Existing research on soap brand loyalty is also referenced.

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    Download as PPTX, PDF, TXT or read online from Scribd

    Vivel - Brand Equity

    Uploaded by

    ShivkarVishal
    444 views13 pages
    This document outlines a proposed brand equity research study for Vivel soap. The objectives are to understand customer brand attitudes and the profitability of marketing initiatives to determine the brand's financial value. Both qualitative and quantitative research is suggested, examining parameters like brand awareness, perceived value, loyalty, associations, market share, profitability and growth for Vivel versus competitors. The research would take approximately 4 months and include a PowerPoint presentation and statistical analysis report. Existing research on soap brand loyalty is also referenced.

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    Brand equity

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    This document outlines a proposed brand equity research study for Vivel soap. The objectives are to understand customer brand attitudes and the profitability of marketing initiatives to determine the brand's financial value. Both qualitative and quantitative research is suggested, examining parameters like brand awareness, perceived value, loyalty, associations, market share, profitability and growth for Vivel versus competitors. The research would take approximately 4 months and include a PowerPoint presentation and statistical analysis report. Existing research on soap brand loyalty is also referenced.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    444 views13 pages

    Vivel - Brand Equity

    Uploaded by

    ShivkarVishal
    This document outlines a proposed brand equity research study for Vivel soap. The objectives are to understand customer brand attitudes and the profitability of marketing initiatives to determine the brand's financial value. Both qualitative and quantitative research is suggested, examining parameters like brand awareness, perceived value, loyalty, associations, market share, profitability and growth for Vivel versus competitors. The research would take approximately 4 months and include a PowerPoint presentation and statistical analysis report. Existing research on soap brand loyalty is also referenced.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    VIVEL SOAP BRAND EQUITY

    GROUP MEMBERS : M1219 Hemin Rajora M1256 Vikesh Bangera M1259 Vishal Shivkar

    Brand Equity

    A brands 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

    Marketing and Strategic Overview


    VIVEL SOAPS Parent Company = ITC Tagline/ Slogan Khoobsoorati bas main ; duniya muthi main; Taazgi jo kareeb laaye USP Beauty with confidence Vivel Soaps Bathing Bars & Soaps 1. Luxury Crme 2. Beauty Soaps 3. Health Soaps

    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 and distribution. 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 brands 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 Research Survey studies Written questionnaires Personal 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/Bathing-BarsAnd-Soaps http://zenithresearch.org.in/images/stories/ pdf/2011/July/14%20MRINAL%20Brand_Lo yalty_Final.pdf

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