uniqueness of the brand.QUANTITATIVE RESEARCH TECHNIQUES • • • Uses various types of scale que. . the strength. Researchers draw numerical representation and summaries Helps us to better assess the depth and breadth of brand awareness.


.BRAND AWARENESS Strength of brand in the memory Two components: Recognition Recall Unaided recall: when u think of chocolate. which brand comes to your mind? Aided recall : much narrower & more specific.

_ H_LL_.A._.EXERCISE 1) D_._._._ H_A_T 2) 3) 4) ._T_._ G_L_.C_._.

CORRECTIONS FOR GUESSING Also spurious awareness E.g. one fictitious company was included which got response of about 16%. one study conducted for the awareness of beauty products showed spurious awareness. showed presence of spurious awareness. .

favorability and uniqueness .BRAND IMAGE Imp aspect of brand Considering 3 components: strength favorability uniqueness Example of Brand Association Ratings in terms of strength.

1) To what extent do you feel the following product characteristics are descriptive of Lipton ice tea (where 1= strongly disagree & 7= strongly agree)? ___________ convenient ___________ refreshing & thirst quenching ___________ tasting good ___________ relevant ___________ used by young professionals .

BRAND RELATIONSHIPS Behavioral loyalty: E. brand manager of Duracell batteries might ask: Which brand of batteries do you usually buy? Which brand of batteries did you buy last time? Which brands of batteries did you consider buying? Which brand of batteries will you next time? .g.

 Unstructured measurement approaches.QUALITATIVE RESEARCH TECHNIQUES  Help identify possible brand associations and sources of brand equity.  Free Association  Projective Techniques  Zaltman Metaphor Elicitation Technique  Brand personality and values  Experiential Methods .  Ernest Dichter. first applied these research techniques.

 Used mainly to identify the range of possible brand associations.FREE ASSOCIATION  Simplest and most powerful technique. gives a rough measure of the strength.  Coding free association responses.  Things to be considered in conducting free association tasks –  Types of probes given  How to interpret the results .

 Comparison Tasks – comparing brands to people. and Interpretation Tasks – uses incomplete or ambiguous stimuli to elicit consumer though. animals. cars.  Completion . and many more. countries.PROJECTIVE TECHNIQUES  Diagnostic tools to uncover true opinion and feelings of consumers when they are unwilling or otherwise unable to express themselves.

Means to understand consumer images of brands.ZALTMAN METAPHOR ELICITATION TECHNIQUE   Based on the belief that consumers have subconscious motives for their purchasing behavior.     Starts with a group of participants. Researchers compile the findings. Followed by one-on-one personal interview. select 12 images. Participants use a computer program to create a collage. A technique for eliciting interconnected constructs that influence thought and behavior. for consumer insights  .

.  Sincerity.Rugedness EXPERIENTIAL METHODS  Reach to the consumers in their natural environment. Excitement. Sophistication. Competence.BRAND PERSONALITY AND VALUES  The Big Five  Assesses brand personality through adjective checklists or training.

 Produced a variety of pork sausage products: fresh sausage as opposed to smoked or semi-dried  .5 billion.SAXONVILLE’S BACKGROUND Saxonville Sausage Company is a 70-years old. Sausage company based in Ohio  In 2005. the revenue approximately $ 1.

COMPANY PRODUCT  The business consisted of branded products: Product Bratwurst Breakfast Sausage Italian Sausage “Vivio” Store brand products Market Flat – No Growth Decline revenues Growth Revenues 70% 20% 5% 5% Revenue Percentage Contribution 5% 5% 20% 70% Bratwurst Breakfast sausage Italian sausage "Vivio" Store brand product .

ISSUES What is the ideal name for Saxonville’s line of italian sausage?  Should a national entrant continue with the Vivio brand name or have a different Italian name?  Or use the Saxonville name to leverage the company’s heritage and brand equity?  .

Research the Italian Opportunity .

STEP ONE : PLANNING NEW RESEARCH ON THE TARGET CUSTOMER  Phase I : To confirm some of the basic information presented in the Attitude and Usage data. Phase II : To understand current behaviors Triggers to purchase. and unmet needs To get a clear understanding of product benefit  .

STEP TWO : BUILDING ON LEARNING FROM THE FOCUS GROUPS  - 6 potential bases for positioning : Family Connection Clever Cooking Confidence Appreciation Quick and Easy Tradition .

STEP THREE : BUILDING POSITIONING CONCEPTS  Family Connection Out of 256 respondents 81% were interested to purchase it on the Family Connection brand image Clever Cooking Out of 250 respondents 72% respondents were interested to purchase it on the Family Connection brand image  .

STEP FOUR : ADDITIONAL RESEARCH DELIVERS A VERDICT – OR TWO “Family Connection” had scored better and receiving the most first-place votes. packaging. product attribute.  Picked the winner from the two final concepts. considering sub-branding.  .  Discuss how advertising look and feel. name.

Customer Analysis .

medium. and light users  Loyalist and competitive users  .TARGET MARKET Working out of the home and working at home  Head of household: female and male  Age: 20-50  Household income level: middle and high  Consumer group: heavy.

CURRENT MARKET CONSIDERATIONS Behavior Considerations  Vivio loyalist  Competitive brand  Degree of price sensitivity  Frequency of every day dinner preparation  Use of other product within company Geographic Considerations  Currently in strong Italian sausage markets  Strong Bratwurst markets where Saxonville well developed  Strong Saxonville markets where Italian sausage is distributed  Strong Saxonville markets where vivio is distributed .

Sign up to vote on this title
UsefulNot useful