A PROJECT REPORT ON “BRAND STRATEGY”

SUBMITTED BY SUSHANT S. GOLE (MARKETING) ROLL NO: - B ‘59’ BATCH 2011-2013

UNDER THE GUIDANCE OF PROF. MR. SANDEEP SAWANT CORE FACULTY: MARKETING

UNIVERSITY OF MUMBAI KOHINOOR BUSINESS SCHOOL KURLA, MUMBAI.

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KOHINOOR BUSINESS SCHOOL KURLA – WEST, MUMBAI SUMMER INTERNSHIP PROJECT

SUBMITTED BY NAME OF THE STUDENT: SUSHANT S. GOLE ROLL NO – B 59 MMS – II (SEM III) Year 2012-2013

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CERTIFICATE This is to certify that the project work titled “Brand strategy” is a summer internship work carried out by Mr. Sushant S. Gole. The project was completed for “Drshti Strategic Research Services Pvt. Ltd.”, under the guidance of Prof. Sandeep Sawant I further certify that the said work has not been submitted in the part or in full, to any other University.

Date:

Prof. Sandeep Sawant Project Guide

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DECLARATION

I hereby declare that the project report entitled “Brand Strategy” carried out at “Drshti Strategic Services Pvt. Ltd.” is my work submitted in partial fulfillment of the requirement for Degree of MASTER OF MANAGEMENT STUDIES (MMS), UNIVERSITY OF MUMBAI from KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI and not submitted for the award of any degree, diploma, fellowship or any similar titles or prizes.

Date:

Signature: ________________

Place: Mumbai

Student Name:

___________

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ACKNOWLEDGEMENT At the outset of this project, I would like to express my profound thanks to afew people without whose help, completion of this project would not have been possible. First and foremost, I would like to express sincere thanks to “Drshti Strategic Research Services Pvt. Ltd.” for giving me this opportunity to work with them.The list is endless but to name a few special people, I would like to thank Ms. Susan D’Souza for being extremely supportive and guiding me throughout my internship and giving me constant motivation and expert advice. I would also like to thank the entire (name of the departments involved) for providing me their precious time and making this internship a successful learning experience. I am very grateful to Kohinoor Business School, for giving me the opportunity to do this project in “Drshti Strategic Research Services Pvt. Ltd.”. My sincere thanks to Prof. Sandeep Sawant for her valuable guidance and advice in completing this project.

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DISCLAIMER As the project was a live one so a lot of information was guarded by the company and strict instructions were given for not divulging out many details. Hence keeping that in mind the name of the Company has been changed to keep the project secrecy intact. However this in no way has had any effect on the presentation of the report.

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INDEX

CHAPTER NO. 1.

TOPIC

PAGE NO.

OBJECTIVE OF PROJECT

8

2.

EXECUTIVE SUMMERY

9

3.

INTRODUCTION TO RESEARCH METHODOLOGY

10

4. 5. 6. 6.1. 6.2. 6.3. 7 8

DRSHTI STRATEGIC RESEARCH SERVICES PVT. LTD- COMPANY ANALYSIS INTRODUCTION TO CLIENT

15 24

PROJECT FINDING AND ANALYSIS 25 REQUISITE FIELDWORK 27 DATA COLLECTION AND SUMMATION 28 ANALYSIS AND FINAL PRESENTATION 29 CONCLUSION 41 BIBLIOGRAPHY 42

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OBJECTIVES

Research objective:

1. What is required of a premium brand in the category? 2. Where does Rajputana peripheral stand today? 3. What are the components of its equity that are stretchable upwards? 4. What are the components that will hold the company back from a premium position? 5. What are the routes that will enable Rajputana peripherals to be repositioned as a premium product?

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EXECUTIVE SUMMARY Market today is highly competitive and every company says they have the best product and expect the customers to buy their products and / or services. But if it was so easy to understand customers none of the companies would have gone shut. Hence, here comes in the role of market research. In the word Research, Re stands for “repeatedly” and Search stands for “Investigation". So, research is all about re-investigation done to attain certain objectives. A Market research project starts with an information need. It ends with an actionable report or presentation. In between are various steps to ensure that the market research project achieves what been set out to do? Market research can be defined as a systematic gathering, recording, and analysis of data about issues relating to marketing products and services. Market research if divided on the basis of target market can be either consumer market research or business-to – business market research. Alternatively by methodological approach it can be either qualitative or quantitative market research. There could be many reasons for a company to initiate a marketing research. They may want to know what the customers expect from their products or services. They may want to know what kind of changes could be made to services so that they are in line with the customer’s needs and requirements. Companies may even want to analyse their markets and target their clientele before they waste money on advertising that won't get them the results they want to achieve. Market research is also critical before companies spend time and money in developing a new product or service. On the set of my internship program at Drshti, my very first task was to gather a fair understanding of the research industry and its working. Next in line was to assimilate knowledge on how the company was carrying out its operations, managing clients and meeting the industry standards. We were able to find what the brand Rajputana peripherals has achieved and what were its strengths, weakness and problems. We compared Rajputana peripherals with five major players as directed by client which were iBall, Logitech, Samsung, Creative and Apple,which it thought was their major competitors. The company wanted us to conduct a research in order to understand how Rajputana peripherals can change & improve its brand in future. And what is the ideal route for the brand to extend its image to a premium brand.

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1. INTRODUCTION TO RESEARCH METHODOLOGY a. Sampling:

Users Home (Focus Groups) 15-24 yrs 25-34 yrs 35-44 yrs Nashik Delhi Bangalore Kanpur TOTAL 1 Female 1 Male 1 Male 1 Female 8 FGDs 1 Female 1 Male 1 Male SMEs 1 triad 1 Female 1 triad 1 triad 1 triad Office Corporates 2 DIs 2 DIs 2 FGDs, 1 triad 2 FGDs, 1 triad, 2 DIs 2 FGDs, 1 triad, 2 DIs 2 FGDs, 1 triad 8 FGDs,4 triads and 4 DIs Total

4 triads and 4 DIs

Rationale for center selection • • • • Nashik– Youth market and emerging IT market– Tier 2 Delhi: Home of Rajputana peripherals – Strong market - Tier 1 Bangalore – Leader of IT- Weak market – Tier 1 Kanpur – Strong market – Tier 2

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b. Target respondents

Segments Home Office

User

Small/Home office • • • • • • •

SMEs/Corporates • • Purchase decision maker A mix of small/mediu m/large corporates Aware of the brand Rajputana peripherals

• • • • •

• •

SEC A or B1 Age 15-44 years p Males and Females (15-21yrs & working women) User ship: Users and decision makers for purchasing Computer/compute r peripherals (mix of brands including key competitors and to be defined with consultation with client) Must own a computer Aware of at least 3 brands Aware of the brand name Rajputana peripherals

SEC A or B1 Age 25-54 Males and Females User ship: Must own a computer Should be operating a small office from home or a small home set up Aware of at least 3 brands Aware of the brand Rajputana peripherals.

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c. Research design:

A qualitative research was recommended: The qualitative research was comprised of:   Focus groups (6 respondents), Triads (3 respondents) In depth interviews

Rationale: Need to explore and define the category attitudes and behavior as well as brand mapping which will be best defined through qualitative research.

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SEC grid:
RESP (4a) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 CWE (4b) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Unskilled workers Skilled workers Petty traders Shop Owners Businessmen / Industrialists with no. of employees None / Don’t know 1–9 10 + Self- employed professionals Clerical / Salesmen Supervisory level Officers / Executives – Junior Officers / Executives – Middle / Senior Not working - Unemployed / Housewife - Student - Retired - Working Part Time (4 hours or less per day) - Working Full Time (More than 4 Hours per day) Not Disclosed

: : : : : : : : : : : : : : : : : :

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Illiterate Literate but no formal school School Up to 4 years 5 – 9 years SSC / HSC Some college (incl. diploma but not graduate) Graduate / Post Graduate – General Graduate / Post Graduate – Professionals Not disclosed

: : : : : : : : :

RESP (5a) 1 2 3 4 5 6 7 8 9

CWE (5b) 1 2 3 4 5 6 7 8 9

SEC GRID EDUCATION OCCUPATION Illitera te School up to 4 yrs School 5-9 yrs SSC / HSC Some college but not grad. D C C B1 Grad. / Post Grad. Gen. D B2 B2 A2 Grad. / Post Grad. Prof. D B2 B2 A2

Unskilled workers E2 E2 E1 D Skilled workers E2 E1 D C Petty traders E2 D D C Shop Owners D D C B2 Businessmen / Industrialists with no. of employees None / Don’t know D C B2 B1 1–9 C B2 B2 B1 10 + B1 B1 A2 A2 Self-employed professionals D D D B2 Clerical / Salesmen D D D C Supervisory level D D C C Officers / Executives – Jr. C C C B2 Officers / Executives –Middle / Senior B1 B1 B1 B1 RECORD SEC__________________(TERMINATE IF SEC A1/A2 NOT CODED.)

A2 A2 A1 B1 B2 B2 B1 A2

A2 A1 A1 A2 B1 B1 A2 A1

A1 A1 A1 A1 B1 A2 A2 A1

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2. DRSHTI STRATEGIC RESEARCH SERVICES PVT. LTD- COMPANY ANALYSIS

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Drshti is a qualitative and quantitative market research company created to provide high quality market & consumer insight for effective marketing decisions. Drshti was set up in Mumbai in December 1994 with the objective of providing customized research solutions to enable effective marketing decisions. Drshti tends to be approached for projects that are complex and require greater involvement and strategic input from the research agency. They believe that a combination of creativity in design, intelligent and contextual analysis, and overall sound common sense will never fail to yield great results. Drshti’s clients are discerning users of research including multinationals as well as prominent Indian companies that have been part of the country’s growth story over the last decade. Over the years they have developed in house, models and constructs in both quantitative and qualitative research which are used extensively for their clients. Today their research capabilities extend to the Indian subcontinent and south East Asia as well.
The Drshti people People in Drshti are multifaceted and creative individuals with curiosity built into their DNA. They come from varied backgrounds and bring in a variety of perspectives and skills essential. They also pick people with a sense of humor, which is identified as a survival trait in the market research industry.

The key people A K Balaji Prasad - Managing Director

PGDM from IIM Calcutta with over 20 years of experience, Balaji started with MARG, Bombay before becoming the Branch Head at MBA (now Gallup) in 1991, GM at SAMIR - Mudra in 1993 before setting up Drshti in 1994.

Shobha Prasad - Director

Co-founder of Drshti, Shobha started her career at MARG, Bombay about 2 decades ago before moving into advertising in account planning, Client Management at Sista's Advertising (now Saatchi & Saatchi) and O & M. She heads the Qualitative Research wing of Drshti. Shobha has presented papers at the ESOMAR and MRSI seminars.

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Services: A) Qualitative: Qualitative models and approaches  BREAKTHROUGH™ is a model for new product development process. It is a multilevel approach starting with need gap identification, ideation, product and packaging development. It uses ethnography, observations and co-creation with consumers to identify latent needs for generation of new ideas. It is a holistic methodology that combines logical progression with creative input. The technique has been successfully applied in consumer durables as well as FMCG. REAR WINDOW™ a VIDEO-ETHNOGRAPHIC methodology for reality checks on consumer lives and needs. Here the findings are presented video graphically with high standards maintained during filming and editing of the videos. It helps in providing fresh insights and rich visual canvas of the consumers’ cultural and social ethos. ICE™ or intense consumer experience is used to identify the positioning (attitudeemotion-benefit) option based on stages / intensity in the consumer experience cycle. It is a collage / story telling based technique for consumer expression. BRANDSHOP™ focuses on brand equity understanding. It is a semiotic approach that deconstructs the brand identity in the context of culture, category and competition. NAMESHOP™ is a specialized methodology for testing of a brand name. It probes into “the hidden dimensions” of the brand names to match a brand’s “desired equity”. A keen watch is kept on the brand name possessing the brand character. PLAYWAYTM is a special research model for use on children. It uses play based techniques like storytelling, drawing pictures, memory games, role play to observe, engage and obtain relevant input from the children.

 

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Other offerings in Qualitative Research 1. ADVERTISING RESEARCH: • Ideation / brainstorming for creative inputs • Testing creative concepts and positioning platforms • Testing of creative execution • Creative development studies 2. BRAND RESEARCH: • Usage and attitude • Motivational study • Segmentation and positioning • Values and lifestyle studies • Buying behavior • Triggers and barriers • Brand equity 3. PRODUCT RESEARCH: • New product testing • Testing of product concepts • Assessment of reaction to product post usage 4. PRODUCT DESIGN RESEARCH: • Ideation and brainstorming • New product ideas/modification'

5. RURAL RESEARCH: Extensive work has been done amongst men and women at a village level. A different approach has been evolved including different socio economic definitions and specialized projective techniques and workshops for rural consumers. 6. SEMIOTIC RESEARCH: Decoding semiotics of communication, brand identity and packaging using the services of expert semioticians.

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B) Quantitative: Quantitative models – proprietary Comprehensive brand tracking model that measures:Brand health status and its movement over time, communication effectiveness, creative impact and brand contribution. Quantitative models • • • BASETRACKTM is a brand tracking model that measures the health of the brand, its advertising effectiveness and the creative impact made by the brand. HOLISTICS OR MIX TRACKERTM gives a 360 degree track of the brand by adding distribution and purchase point dynamics to the Base track model. NEW LAUNCH TRACKER 360TMprovides complete diagnostics of the launch mix from the viewpoint of the consumer in terms of awareness, trial and repeat to trade in terms of distribution, display and POS. it also provides for predicting of the market share. BRAND VALUE MONITORTM measures the brand equity through a multi-level brand pyramid. VALUE BASED POSITIONINGTM defines the value drives at various prices in a concept use test environment. EVALUATORTM is used to define the price and the value evaluated for a particular product line in a particular product category. HINTERLANDTM is used to understand the catchment area for the stores.

• • • •

Other offerings in quantitative research 1. BRAND RESEARCH uses multivariate techniques for multiple segmentation and positioning, value analysis and brand tracking and modeling. 2. DEVELOPMENTAL RESEARCH used for concept or product testing. 3. AUDITS help in measuring the retail store performance and service quality.

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C)AnalyticsDrshti offers market and business analytics based on multi-disciplinary skills including data merging and analysis, understanding of data structures, high end multivariate and modeling skills, and understanding of markets, consumer and marketing.

D)Research Back office-

It also provides for online data collection and data management in the form of data entry, coding, cross tabulation, charting, report or presentation preparation.

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Studies and Papers

Drshti: 1. In search of platform nine and three quarters… The Internet: the magical platform to enter young a mind? Presented at: ESOMAR - Qualitative Seminar, 2008. Authors: Shobha Prasad; CharukesiRamadurai A mix-methodology experiment to understand the youth mind. 2. Influencers in Investments: Presented at: MRSI, Bangalore, 1996. This paper examines the influencers in the investment process. 3. Want - See - Do - The Motivational and Perceptual Structure of the Investment Market Presented at: MRSI, Bangalore, 1996. This paper examines the drivers and barriers in the choice of investment products, and the role of perceptions. 4. Mutual Funds - Choice cum Equity Model Presented at: MRSI, Bangalore, 1996. This paper develops a first level model of predicting choice, and for measuring corporate/ brand equity in the mutual fund market. 5. Hoodibaba: Ad Pre Test with a difference Presented at: MRSI, Bangalore, 1996. This paper discusses the measurement and contribution of non-verbal cues to the analysis of commercials, in a qualitative pre-test environment. Co-Authored by A.K. Balaji Prasad.  Measuring Advertising Effectiveness - Effect of Size or Duration of Ads on Ad Effectiveness Presented at: MRSI, 1994. This paper looks at the impact of the length of commercials vs. the frequency of exposure  How Advertisements works - The Role of Emotions in Indian Advertising Presented at: MRSI, 1994. This paper examines the impact of the emotional elements vs. the cognitive components of a commercial.  How to create better Advertising - Role of Values in Indian Commercials Presented at: MRSI, 1994. This paper examines whether core or instrumental values are usable as a segmentation variable and how they may form the basis for positioning - it also presents preliminary segments, sizes and how different brands are positioned on values.

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SWOT Analysis STRENGTHS Drshti has an innovative approach to research. It has strong strategic capabilities and focus is on providing actionable findings. There is senior level involvement in every project. WEAKNESSES The size of the firm is not very large. Hence, it sometimes becomes difficult to carry on large scale researches that might be undertaken outside the country. The field staff is lacking in the efforts they make to get the right respondents. Often the problem of repeats is encountered during various studies. OPPORTUNITIES The growth of economy as a whole leads to a large number of MNC’s or big business house to start their business in India. Each of these new firms coming to India or those trying to maintain their foothold in India take the help of research firms so as to answer very many questions that they might have. Hence, this growth and sustenance cycle of the firms provides immense potential for firms like Drshti to grow. THREATS Today a large number of business house are doing their research in house. These firms are apprehensive in sharing their information with outsourced firms for research like Drshti. Hence, these firms pose a potential threat and give a competition to Drshti

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Drshti’s client:          Healthcare-GlaxoSmithKline, Piramal Healthcare, Wyeth, MERCK. FMCG- Britannia,DIAGEO,Cadbury, Godfrey Phillips India, Financial Sector – HSBC, Kotak Mahindra, Fullerton, MoneyGram, ICICI Bank, EGON Religare, Standard Chartered etc. Advertising- TWBA Durables/Semi durables- MATTEL, Bajaj auto, Royal Enfield, Godrej, Asian Paints. Retail- Godrej retail and Aditya Birla Group. Services – Cap Gemini, Blue Dart, Reliance Energy, Viacom18, Airtel. Consultants- Market gate. Others-Hiranandani.

(Source: www.drshti.com)

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3. INTRODUCTION TO CLIENT: Rajputana peripherals are a pioneer in Technology & IT Products such as Computer Peripherals, Mobile Phones and Consumer Electronics. Set up in 1996, the company is headquartered at New Delhi. It has a pan-India presence though its own network of 29 branches and more than 500 service points. Brand 'Rajputana peripherals' covers 6 business segments- Computer Peripherals, Mobile Phones, Consumer Electronics, Security Software, Retail and Enterprise Solutions. It has built for itself high credibility amongst its vast network of channel partners and several million satisfied end users by superior quality products at affordable prices supported by effective service and a consistent policy of transparent, fair and ethical dealings. The business segments cover a portfolio of 29 Product Groups spread across 350 items including Mobile Phones , Multimedia Speakers, Desktops, TFT-LCD/LED monitors, LCD & CRT TVs, DVD players, Computer UPS, Cabinets, Headphones, Web Cameras, Data Card, Security Software (Antivirus), to name just a few. In Computer UPS, RAJPUTANA PERIPHERALS occupies 1st position as the most selling brand as per the quarterly IDC Tracker. For several other product groups such as Multimedia Speakers, Keyboards, Mouse, Add-on cards, etc. Rajputana peripherals enjoys a leading market share in many states in India. To achieve aggressive growth, Rajputana peripherals has been diversifying into various new product verticals - latest being entry into android tablets. Some of the new products introduced in recent years include Mobile Phones, LCD TVs, DVD Players, TFT-LCD /LED Monitors, Desktop PCs, Data Card, Antivirus & Internet Security, etc. A people centric company, Rajputana peripherals considers its 1250 employees with over 9500 man years of experience an invaluable asset. The vision of the company is to make itself a globally respected name and to improve the quality of life of the people. The company has been driven by the peripherals business and they believe that it has a leadership position in the category, on volumes. Company Client now wishes to be positioned as a premium brand in the peripherals space and therefore, develop a branding strategy.

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4. PROJECT FINDING AND ANALYSIS: Background of the client Rajputana peripherals: Rajputana peripherals Technologies started its business operations in 1996 with manufacturing and sales of Ethernet cards since then the company has grown, and diversified into multiple categories. Today the company has turnover of around Rs 800cr with CAGR of 30% and has a portfolio of about 28 product groups. The company has been driven by the peripherals business and they believe that it has a leadership position in the category, on volumes. Client now wishes to be positioned as a premium brand in the peripherals space and therefore, develop a branding strategy to do so Drshti was commissioned to conduct a research to this effect and had recommended a two stage approach. Assumptions made about Client:  Previous research suggests that the company is perceived as ‘Value for money’ brand  But how do we define ‘ value for money’  Value for money is often seen as low price brands with promised delivery. Actually it is a relative term which depends on price/strata vs Vitality/delivery.:– – – High price , high delivery is a value for money brand Medium price, medium delivery is also a value for money brand Low price and, low delivery is also value for money brand

 The definitions are also relative to an individual’s personality

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Commencement of the project: Client now wishes to be positioned as a premium brand in the peripherals space and therefore, develop a branding strategy to do so Drshti was commissioned to conduct a research to this effect and send out a proposal to them outlining the approach to the study. The proposal got a nod from the client and hence the study was launched under the name of Project Volley. Launch of the project: According to Drshti, the project was estimated to take 4 weeks. Focus group discussion and depth interview was the medium chosen for collection of information from the respondents. As mentioned earlier, 8 focus group discussions of 6 respondents were held - 2 at each center whih were Bangalore, Nashik, Kanpur and Delhi. Apart from the 8 FGDs more 4 FGDs were held at each center which comprised of 3 respondents know as triads. These respondents were small scale entrepreneurs (SMEs). 4 Depth Interview (DIs) were also held -2 at Delhi and 2 at Bangalore. The group comprised of males and females in the age group of 15-44 years which was further divided into 3 categories that were 15-24 years, 25-34 years and 35-44 years.

The study was undertaken in 3 sections:

1 – Requisite Fieldwork 2 – Data collection and summation 3– Analysis and final presentation.

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5.1.Requisite Field work: The fieldwork began by sending out a EWS i.e. an Early Warning Signal to the Head field officers. This is a document that alerts them of an upcoming study. This warning is useful because the field agency/suppliers in the field then have sufficient time to arrange for resources for a particular study. Meanwhile the researchers developed a questionnaire for the short listing of the respondents for the focus group discussion- this is known as recruitment questionnaire. When the requisite field staff was put on the project the next step was the briefing of the staff on the questionnaire. This briefing session helped the field staff to know the exact criteria’s when looking for a respondent for the study. During this session they were also told the required sample size for the study so that the respondents can be gathered at the earliest. And we can soon start off with FGD’s and DI’s. All the groups were video recorded so that the reactions of the respondents could be captured. Also an audio recording was done which captured the whole discussion. This was done because a human mind may not be able to remember all that the information but can recollect the information if heard from the audios or seen via video’s after a few days. After the completion of the groups the audio files were useful for transcribing of the data. These transcriptions are like a fodder for content analysis. Content analysis is where the information so gathered is broken down and put under various heads. This breaking up of information helps in quicker and accurate analysis.

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5.2.Data collection and summation: The data was collected from the response of the respondents recorded during the FGDs and Dis. Each FGD and DI would last for 90-120 minutes. The groups were handled by a moderator from Drshti itself. The moderator started off by an ice breaking session and henceforth moved on the discussion to various topics relating to electronic appliances important in the lives of the respondents. The FGD was further continued by asking them their knowledge about computer peripherals, decision makers and the purchase process of computer peripherals like from where they had purchased the product? Did they take any recommendations or advice from anywhere or anyone i.e. their involvement and attitude toward the purchase? Had they done any kind of survey or research about the product before purchasing? They were also asked their factors of consideration while purchasing different computer peripherals like looks, quality, brand etc. There was also discussion about various brands in that category. The respondents were asked to segment the various they knew into premium, mid-range and basic category and the reasons for the segmentation. Then the moderator would ask them the reason for placing the client’s brand in the specific category. If it was placed in the premium category what were the factors which made it a premium brand or if it was placed in mid-range or basic category what were the factors which made it mid-range or basic. The moderator also asked the respondents about their suggestions which could help that brand to move into the premium category. What factors were stopping the brand from moving into the premium category? They were also asked their likes or dislikes about the brand and their products, whether any of them had any kind of past experience with the client’s brand? There was discussion about the different brands which could compete with client’s brand. The respondents were then shown a presentation of different premium products (computer peripherals) and asked them to place the product into premium, mid-range and basic category and which brand could have come up with such a device.

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5.3.Analysis and final presentation:

The analysis of the data was done by using the transcripts of the recordings and the videos to create a content analysis presentation and consolidate the information gathered from the different FGDs and DIs held at different centers. The findings obtained from the analysis of the data are recorded below:

Contents:        Purchase process among consumers. Factors of consideration while purchasing any electronic appliance in general. Factors of consideration while purchasing specific computer peripheral. Segmentation of products and brands and the reasons. Brand awareness. Factors that makes a brand premium. Laddering of Rajputana peripherals to a premium brand.

Purchase process: During the analysis of the data, we found that there are essentially two types of purchase process the customer adopts while purchasing any electronic appliance. In the first case the customer does not require any help or advice during the purchase, he himself is the decision maker whereas in the second case the customer relies on the expert or shopkeeper. The various steps involved in these processes are described below: First type: This is the first step which is the purchase trigger point when the person decides the product to be purchased by becoming aware of the latest technology in the market from friends or through ads shown on TV (influencers). Once the product to be purchased is decided the person gathers information through difference sources like, online research, the suggestions of friends and family or their recommendation and a visit to the shop. After conducting a survey the customer visits the shop for price comparison, checking range and availability of the product and having a feel of the product.Then the final purchase is made depending on the factors like durability, warranty, price and recommendations. These factors differ for different appliances.

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Second type: The trigger for purchase is almost the similar to the first type.Then the customer calls up the trusted store or the expert to take advice or a recommendation about the brand or the requirement to match his necessity.Then the final purchase is made depending on the factors like durability, warranty, price and recommendations. These factors differ for different appliances. Factors of consideration: These factors are considered by the customer in general before purchasing any computer peripheral and they differ for different peripherals (explained later) and also according to center.  Easy to use. The device should be easy to use and not too complicated. Some of the respondents thought that apple peripherals are complicated to use. Up to date technology The device should be of the latest version or latest technology. Durability/quality The device should have good quality and should last long i.e. it should not get spoilt in some days or very early. After sales service The company should provide quick and timely after sales service if the product gets spoilt. It should provide free replacement or free service for spoilt part. Guarantee/warranty The warranty should be for 3-4 years. If the device gets spoilt within the warranty period they should provide a replacement for it. Aesthetics-color/finish The device should look good and the color must be matching to other devices or color of the room. Trademark If the device is trademark registered it represents an known and trusted company which satisfies all the above requirements.
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Innovations If the company is the first one to come up with a new technology it is a company having advanced technology and good future. Place of purchase This is also very important as the customer can have a good past experience with the store or the shopkeeper is a friend or trusted person who will give the best possible price and suggest the best brand for the device. Till this point we considered the factors which influence purchase of electronics in general, now we look at the factors specifically for computer peripherals Speakers, Headphones: When a user thinks of buying a speaker or headphones his main consideration is its output in terms of sound then warranty, price, design and after sales service. For him speakers can be used in home, office or for computers where it plays a role of status symbol. Now while buying speakers user consult different set of people like relatives, friends or does online research. Once he’s confident about the suggestions or information on speakers he visits computer shops or showrooms like Croma, e-zone where he finally buys a speaker or in many places like Mumbai people do online buying from eBay , flipkart, etc. Keyboard: When a user plans to buy a keyboard he’s very relaxed as he’s aware of everything in terms of product. So he don’t consult anyone , he directly goes to trusted shop where he’s a regular buyer and buys a keyboard. While buying the keyboard user looks for color, finish that matches with other computer peripheral like monitor, mouse and speakers. He also looks if keyboard has shortcut keys and its durability. They also check if there is any combo offer with keyboard. Mouse: We saw that users where least interested in buying an branded mouse as for them mouse should be easy to use, durable and cheap. Thus we saw a very casual attitude towards purchase of mouse.
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Monitors: When a user plans to buy a monitor he’s main aim is to get best product in terms of warrantee (min 3yrs), resolution, clarity, price and brand. He’s very confident about the specifications and thus goes to retailer (trusted shop or Croma, e-zone etc.) consults with the retailer but finally buys the product of his own choice. Cabinet: We saw that people think cabinet as a cupboard which holds each devices like mother board, SMPS, hard disk, etc. in appropriate manner. So their main considerations are looks, price and warrantee. They mainly buy cabinet on retailer’s recommendations because for them he’s the expert. Modem/Motherboard/RAM: These are the high end products, which can be understood only by experts. So while buying these peripherals users mainly rely on the computer experts. For them experts give them a proper and trust worthy advice.

Segmentation of products into premium, mid-range and basic: Classification of products according to the end- users: Respondents were made to classify the product into basic, mid-range and premium. For respondents:  Basic Products are those which are cheap (price) and easily available in market and their durability is less. They can easily replace it or throw away the product after using it for some time. And it can be of any brand. Products that come in basic range are: pen drive, mouse, keyboard, headphone, card reader. Some regional variations were also noticed.

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Mid-Ranged Products are those with slightly high price, which they can’t think of replacing it in 3-4yrs. For these products warranty is also been looked into. Products that com in mid- range are: webcam, scanner, modem, UPS, printer. But it varies from center to center.

Premium Products are those where price, brand name and status plays an important role. For people premium products are those which are less seen in the market , high priced , branded(company with good name in market) and which stands out loud when they are with their friends. Premium products are: laptop , mobile phones, PSP, iPod, speakers. But it varies from center to center.

Segmentation of brands into premium, mid-range and basic and the reasons for it: Brands are classified into 1. Premium 2. Mid-range 3. Basic Premium brands according to the customers are: Apple, Sony, Samsung, Dell, Microsoft, HCL, Intel, Acer, hp and Lenovo. These brands are popular; they have good quality and are more durable, they provide quick after sales service. These brands also provide warranty/guarantee for many years; they are costly comparatively but are worth the money. Their performance is good and also has stylish looks and design. These brands are also user friendly. They are available easily in the market. They are the ones to come up with the latest technology.

Mid-range brands: JBL, Kingston, Philips, IBall, Onida, Intel and Microtek. These brands are not that costly and popular. They are less advanced in technology. Brands can extend to premium range by extending the product line. Basic brands: Rajputana peripherals, Creative, Gigabyte, BPL, Sharp, Logitech, Zebronic, Videocon and Mercury.
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These brands are available at very low prices. People usually think that low price indicates low quality and therefore less durability. They are not easily available in the market.

What does the brand deliver? Brand Delivers 2 basic things that are Assurance/ Trust & Status The following diagram will explain the above statement in much deeper manner.

BRAND
Assurance/ Trust STATUS

QUALITY

EXPERTISE

SERVICE

EXPERTISE

SERVICE

QUALITY

LONGEVITY/ DURABILITY

TECHNOLOGY AS PER THE TREND

INNOVATIVE & THE BEST

PROMPTNESS

SIMPLE IN LOOKS

EASY ACCESS

PERSONALIZED SERVICE – ONE ON

DURABILITY = GIVEN

ONE
RESPONDS TO CUSTOMER QUICKLY STYLISH YET SOPHISTICATED LOOKS

Our Take out:   Price defines the degree of assurance or status delivered by the brand. However, in computer peripheral category status doesnot seems to be an important factor.

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Brands with high awareness: Brands with high awareness: During FGD’s users enumerated some brands they are as follows. Below listed brands are randomly given by the users without any classification.

Common Brands among all Centers: Dell, iBall , Samsung , Sony , HCL, Onida ,Apple , Intel , HTC , Philips, Kingston, LG, Lenovo, Acer , Rajputana Electricals.

 

Nagpur: TVS, Moserbear, Hitachi, Microtek, Bose Delhi: Creative, Logitech, G- Force, , JBL, Panasonic, Zenith, Akai, Toshiba

 

Nasik: Sansui, BPL, Microtek, Scandisk, IBM, Transcend, Logitech.

Bangalore: Gigabyte, Segatec, Zenith, Wipro, Dolby, Pioneer, JBL, View sonic, APC, Zebronic

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What Makes Brand Premium:

Quality: Aesthetics, Durability, Product Functioning

What makes a brand “Premium”

Technological Capability After Sales Support Ubiquity & Brand Recommendations Perceived as international (Non Chineese) Channles of Availability Price Expertise in category

Product Related

Perceptions

In above diagrams we can see that there are some major factors that make a brand “Premium”. The above factors are further divided in to product related & Perceptions.  “Product Related” factors are those that are major carrier of brand. That means if its branded then the product must Quality, Updated Technology & after sales support. These factors are tangible assess to premium name. “Perception” factors are those that support purchase decision of a user. Whenever user goes for shopping he knows that particular brand is premium but he’ll also check availability of the parts as well as the price and brand recommendations.

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Associations with Rajputana peripherals: The core associates of Rajputana peripherals are:   Computer peripherals like mouse, keyboard, and speaker. Low cost.

The responses were given by the respondents instantly. While the distant associates are:     Durable for the cost paid. Mobile phones. Cabinets. Mobile phones

The responses were given by the respondents on probing. – There is a lack of strong values associated with the brand. – Rajputana peripheral is referred to as a commodity brand. – Rajputana peripheral represents a computer peripheral brand with low affinity.

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Rajputana peripherals as a brand:  Brand knowledge is negligible : visibility is low – Hence, top of mind recall is low

 No strong values associated with the brand  Information limited to the products used – Key hooks for the brands are the products – particularly speaker and the keyboard – mouse duo Brand is seen to be stagnant Low pricing reduces the brand image

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Rajputana peripherals products: Keyboards, mouse, speakers, cabinets, UPS, mobiles, monitors and tabs. There are both positive and negative opinions among consumers about the brand: The positive point is that it is considered as a value for moneybrand and availability is good and the peripherals like mouse, keyboard, UPS and speakers are the top revenue generators. The negative is that there is no high expectation with the brand. People associate low price with low quality and is considered as an emergency ad-hoc brand.

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How can Rajputana peripherals be a premium brand? Rajputana peripheral was mainly placed in the basic and mid-range category in every center. Basic and mid-range brands can move up if they improve their technology, features, quality, service and popularity. Doing more ads will help them to achieve higher awareness about the brand. Rajputana peripherals need to be more innovative and come up with products having the most up to date and advanced technology. Retailers also play a very important role in pushing the brand which helps the customer to purchase, as many people consider their shopkeeper to be a trusted person and he would surely suggest the best brand for the product.

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6. CONCLUSION: The qualities a customer wants in a premium brand are it should be easy to use, up to date with technology, should have good durability/quality, should provide timely after sales service, guarantee/warranty, should have good aesthetics-color/finish, and must be Trademark registered and innovative. Rajputana peripherals are seen as a commodity brand or a product. Currently there is no product to give it a premium positioning. There is no strong associations with key brand elements of logo, tagline. The products seen to be of good quality for the price paid but is not seen to match the key competition in terms of looks. It lacks pricing power, as well as trade power. Has infrastructure, service supports. Needs to leverage on these and build on them, and later build the brand through an enhanced offering and communication. The core products need to be looked at – in consonance with trends The components of its equity are cost of the products, sound, speakers and low price. People are ready to a pay a higher price for the same product from a premium brand because of its brand name. Brand knowledge is negligible among customers as well as retailers. There is no push by retailers. Visibility is low. There are no strong values associated with the brandand information is only limited to the products used. The brand is seen to be stagnant i.e. it lacks innovations. Rajputana peripherals can be premium if it can consolidate its own ground presence – increase in equity of the brand – through Retail Point and Service center branding. This will serve as a defensive strategy to move above the commodity level. Work on sales force attitudes, as well as improve the quality focus in sourcing. It should build communication and build a mid-range brand with some pricing power. It can also give TVC to improve awareness.

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7. BIBLIOGRAPHY:

The company website:www.drshti.com www.wikipedia.com www.google.com www.marketresearch.com

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