1

Group Assignment-1
Group-1

SUBMITTED TO SUBMITTED BY
MR. IMTIAZ CHOUDHURY 1. MOHAMMAD SABBIR RAIHAN TAREQ
ID:182051002
COURSE TEACHER
2. MARIA BINTE ISLAM RIA
MARKETING RESEARCH
ID: 182051031
COURSE CODE: MBA 512
3. SYEDA TAMILA SIRAJEE
ID: 182051044
 Subscriber Funnels for the two Brands (indicating both
absolutes and conversions) 2

Brand A
Type of Awareness Consideration Trial Current Primary Exclusive
Funnel
No. of Respondent-15 No. of Respondent-13 No. of Respondent-10 No. of Respondent-9 No. of Respondent-6 No. of Respondent-2

Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result
(%) (%) (%) (%) (%) (%)

Absolutes (15/15)*100 100 (13/15)*100 86.66 (10/15)*100 66.67 (9/15)*100 60 (6/15)*100 40 (2/15)*100 13.33

Conversions - - (13/15)*100 86.66 (10/13)*100 76.92 (9/10)*100 90 (6/9)*100 66.66 (2/6)*100 33.33
 Subscriber Funnels for the two Brands (indicating both
absolutes and conversions)-Continue 3

Brand B
Type of Awareness Consideration Trial Current Primary Exclusive
Funnel
No. of Respondent-15 No. of Respondent-8 No. of Respondent-6 No. of Respondent-5 No. of Respondent-3 No. of Respondent-1

Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result
(%) (%) (%) (%) (%) (%)

Absolutes (15/15)*100 100 (8/15)*100 53.33 (6/15)*100 40 (5/15)*100 33.33 (3/15)*100 20 (1/15)*100 6.66

Conversions - - (8/15)*100 53.33 (6/8)*100 75 (5/6)*100 83.33 (3/5)*100 60 (1/3)*100 33.33

 One weak area of our brand and recommendation to remove
this weakness 4
Weak area of Brand-A Recommendation to remove this weakness
As we see that our Brand A, the major weak area is To remove the weakness of Brand A, we can following
primary to exclusive in both absolutes and conversations recommendations:
cases. In case of Absolutes, 40% respondents reported
 Make a top-down commitment to customer centricity.
that they use Brand A in primary but when the question is
arise for exclusive, only 13.33% respondent use. Ensuring subscriber loyalty and satisfaction begins at
Similarly only 33.33% respondent exclusively conversion the top.
from primary among of 66.66% respondent.  Resolve service issues faster
 Taking customer focus to the next level
So this can be a strong weakness of Brand A and we have
opportunity to improve this situation.  Improve the network system all over the Country.

   
 Identify one strong area of competitor brand
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One Strong Area of Brand B

In case of Brand B, We can see that 33.33% person among of 60% conversion from primary to exclusive while
in case of Brand A, also 33.33% person doing conversion with exclusive from primary but among of 66.66%
respondent only exclusively use Brand A. Thus Brand B is more effective rather than Brand A for respondent in
case of using exclusively.

So, one and major strong area of Brand B is conversion of Primary to Exclusive.
 The percentage of respondents, who gave positive responses in
Q1, Q2 and Q3 6
Q1 Calculation & Calculation & Q3 Calculation &
Q2
Respondent Willingness to Percentage of Percentage of Willingness to Pay Percentage of
Favorite Brand
Recommend respondent respondent Price Premium respondent
1 5   3   2  
2 4   4   4  
3 2 2 1
(13/20)* 100 (10/20)* 100 (7/20)* 100
4 5 3 2
5 3   5   4  
6 4   5   3  
7 1   1   1  
8 5   3   1  
9 3   3   2  
10 4   5   4  
11 5   5   4  
12 5   4   2  
13 2   3   1  
14 4   5   5  
15 4   5   3  
16 4   3   3  
17 2   2   2  
18 5   4   4  
19 4   3   2  
20 2   5   4  
Positive Response 13 65% 10 50% 7 35%
 Find the Brand Equity Index from Q1, Q2 and Q3
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Q1 Q2 Q3 Positive
Respondent Willingness to Favorite Willingness to Pay response for Calculation of Brand Equity Index
Recommend Brand Price Premium BEI
1 5 3 2  
2 4 4 4  1 From Q1, Q2 and Q3 we find 5 respondent who gave
3 2 2 1   positive responses in three categories.
4 5 3 2  
5 3 5 4   So the calculation is: (5/20)*100= 25%
6 4 5 3  
7 1 1 1   So, far the Brand Equity Index (BEI) IS:
8 5 3 1  
9 3 3 2  
10 4 5 4  1 10*25%= 2.5
11 5 5 4  1
12 5 4 2   BEI=2.5
13 2 3 1  
14 4 5 5  1
15 4 5 3  
16 4 3 3  
17 2 2 2  
18 5 4 4  1
19 4 3 2  
20 2 5 4  
Total Positive Response for BEI 5
 Compare the BEI score with the last 2 survey results and
8
comment

Comparison the BEI score with the last 2 survey results

Hence,
We show that, the last 2 survey result for last 2 months were 3.2 and 2.8 respectively. But in this month the Brand Equity
Index is 2.5. That means BEI is lower than last 2 survey results. Sales rapidly decreases in this month. We can see how the BEI
Score is getting low.
Month 1 Month 2 Month 3
3.2 2.8 2.5

Comment
As we see in above that BEI is low rather than last 2 survey results for last months. As per Nielsen equity index, would mean
that everybody in the market is a loyal customer of the brand and would willingly pay a significant price premium but this
factor has been changing. So far, we need to focus on sales. We need to identify how to improve the sales. We should identify
why customers confused about willingly pay a significant price premium. So Sales Department need to focus on Quality
products and services, Competitive Analysis, Consistent Brand image and overall listen to the customers.
Find the percentage of Promoters, Passives and Detractors from the
20 responses and calculate NPS 9
So based on the Net Promoter Score formula:
  .
Promoters: Total response – (Detractors+ passive) * 100
Total Response

= 20 - (7+3) * 100 = 50 %
20

Passives: Total response – (Promoters+Deractors) * 100

Total Response
 
= 20 – (10 + 7) * 100 = 15 %
20
 
Detractors: Total response – (Promoters + Passive) *100
Total Response
 
= 20 – (10 + 3) * 100 = 35 %
20
 Differences between the NPS scores in Dhaka and CTG
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So based on the Net Promoter Score formula:
DHAKA:
 
Promoters: Total response – (Detractors+ passive) * 100
Total Response

= 10 - (3+2) * 100 = 50 %
10
Passives: Total response – (Promoters+Deractors) * 100
Total Response
 
= 10 – (5 + 3) * 100 = 20 %
10
 
Detractors: Total response – (Promoters + Passive) *100
Total Response
 
= 10 – (5 + 2) * 100 = 30 %
10
 Differences between the NPS scores in Dhaka and CTG- Continue
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CTG :
 
Promoters: Total response – (Detractors+ passive) * 100
Total Response

= 10 - (4+1) * 100 = 50 %
10
Passives: Total response – (Promoters+Deractors) * 100
Total Response
 
= 10 – (5 + 4) * 100 = 10 %
10
 
Detractors: Total response – (Promoters + Passive) *100
Total Response
 
= 10 – (5 + 1) * 100 = 40 %
10
 
There is a change in passives & Detractors between the NPS scores in Dhaka and CTG.
 Age-group wise NPS scores
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Age group -1
 
Promoters: Total response – (Detractors+ passive) * 100
Total Response

= 9 - (2+1) * 100 = 67 %
9
Passives: Total response – (Promoters+Deractors) * 100
Total Response
 
= 9 – (6 + 2) * 100 = 11 %
9
 
Detractors: Total response – (Promoters + Passive) *100
Total Response
 
= 9 – (6 + 1) * 100 = 22 %
9
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Thank you