ASSIGNMENT 1

BRAND EQUITY MANAGEMENT

Poushali Dasgupta
18050143063
Industry chosen - Social networking websites

Segments to be targeted/Sample size of survey: 47 respondents

from Delhi and Mumbai within the age group of 15-19 years of age.

Based on the target group and the type of product, following attributes were taken into
consideration:

1) Building self-image/own profile

2) Networking/Finding new friends

3) News Consumption

4) Upload content/blogging

5) Safety

6) Quality of content

Perceptual Mapping
X axis or horizontal axis – Safety

Y axis or vertical axis – User-friendly content

Bubble size - Popularity

In order to understand the choices and preferences of teenagers using social media for networking,
it is imperative to understand the various uses of these networking sites and identify the most
prominent usage of the social networking sites among teenagers. This parameter shall help us to
identify the existing brands in the market that provide the optimal benefits to teenagers in relation
to the probilility of their usage and position our brand significantly.

Reasons behind choosing the attributes

According to parents.au.reachout.com, teenagers mostly use social networking sites to talk to their
friends or networking/finding new friends, and learn about current events and stay updated with the
latest happenings around the world or news consumption. According to Pew Research Center, about
7% of the teenagers who think social media sites have a positive impact on their lifestyle use it to
express themselves on a public platform or upload content/blogging. The quality of content plays a
primary role in gathering more eyeballs for the sites and probably that is why, many social
networking sites keep on revamping their structure in order to improve or alter the quality of
content they present. Along with the other attributes, it is imperative to take the safety of the
website into account in terms of privacy and other options provided to teen users by the networking
sites considering the recent outbreak of privacy issues sustaining among these sites and the
widespread escalation of dangerous games such as BlueWhale amongst teenagers.
From the survey, it was found that only about 2.2% of the teenagers from the age bracket of 15 to
19 years feel safe while using these sites while maximum respondents (about 60%) use social
networking sites for networking and finding new friends.

It was also found that about 46.8% of the total 47 teenagers use these social networking sites for
atleast 1-2 hours every day and therefore, popularity of these brands becomes an imperative
attribute in determining the percentage of digital footfall in each of these brands. This shall help the
brand to be launched in identifying the brands in competition with respect to safety and popularity
provided to the end-users.

Logic behind positioning

Social Networking sites

User-friendly
content (High)

Facebook

Pinterest
My Brand
Instagram

Tumblr
Low on

High on
Safety

Safety
Twitter

Viber

Snapchat
Telegram
WeChat

Google+

User-friendly
content (Low)
The perceptual map depicts that most brands that are high on popularity are low on safety and the
brands that are safe as per the perceptions of these teenagers have rated low in popularity.
Therefore, in order to provide the optimal mix of both safety and popularity, the new brand should
be positioned in the second quadrant of the map that rates high on both popularity and safety. And
since there are no competitors in this segment, the brand can stand out. The brand shall ensure data
safety and privacy of users and at the same time, cater to the trends and preferences of teenagers.

Please find below the data gathered from the survey for your reference:
Secondary data sources

Penetration of leading social networks in India as of 3rd quarter 2017 - www.statista.com

Teens, Social Media & Technology 2018 - www.pewinternet.org

Social media and teenagers – www.parents.au.reachout.com