Business Research Methodology

Brand Building of Sialkot, Pakistan Football Industry

Group Members
Ali Raza Arslan Khan Jaffer Hussain M.Sabir Ayoub M.Harris Ghaffar 049 040 050 046 048

What is Branding?
A brand represents many more intangible aspects of a product or service A collection of feelings and perceptions about quality, Image, Lifestyle and status. A brand is not an icon, a slogan, or a mission statement. It is a promise- a promise that a company can keep.

How to Build football brand

Establishing the proper brand identity Creating the appropriate brand meaning Eliciting the right brand responses Building appropriate brand relationships with customer

Benefits of Brands
It creates in the mind of customers and prospects the perception that there is no product or service on the market that is quite like yours. A brand offers the customer a guarantee and then delivers on it. Brand- As a Promise

Brand Building Concerning Buyer

It helps buyers to classify the product which they like/dislike It helps to identify marketer or sellers It helps to reduce the time needed for purchase. It helps buyers to assess the quality of products It helps to reduce buyers perceived risk of purchase

Seller point of view

 It lessens price comparisons among different suppliers  It facilitates promotional efforts.  It helps to promote brand loyalty which helps to stabilize its market share.  Sellers are able to charge a premium for the brand.  Competitive edge among intermediaries

The Worlds Strongest Brand Share

 The pricing strategy is based on consumer perceptions of value..  The brand is consistent & relevant.  The brand is given proper, sustained support.  The brands manager understands what the brand means to customers.  The company monitors source of brand equity.

Branding View

Aims of Our Research

The main purpose to do research is to create the value of Pakistani Football Brand in the international market. How we can make our brand enough compatible that they would be able to compete with other international brand like (NIKE, REEBOK, SLAZENGER etc) in future.

Objectives of Our Research

Why Pakistan Football brands are not able to compete with other international brands? How to improve our brand image? How to formulate our marketing strategy more effective? Identify target clients? How to target International market?

Methodology
We have devised certain methods to formulate our research proposal including unstructured questionnaire, interviews etc. Areas covered include the research design, population, and sample and sampling techniques, data collection and analysis.

Population
All elements of interest in a particular study Our population comprise of Football players and manufacturers. we have divided our population into two categories Pakistani football productions companies Local and foreign Football players

Sampling
We adopt the survey type of research Details of the sample are as follows 30 football players 5 Pakistani football productions companies.

Data Collection
First of all contacted with football productions companies mainly located in Sialkot through our contacts, unfortunately due to limitation of time constraints and resources we couldnt visit these companies but we managed to contact them through mobile and email we introduced our self, with those institutions as well as seek their consent for the study.

Data collection instrument

We collected data by administering a questionnaire. The questionnaire will comprise of unstructured questions, consisting of approximately 10 questions.

Football Players Response

Out of 30 respondents 14 said that they strongly prefer branded footballs 7 showed that they are least concerned about brand 3 of them showed mixed behavior 6 of the respondents sometimes prefer branded footballs.

Interpretation
Brand Perception
strongly prefer least concerned mixed behavior sometimes prefer

20%

47% 10%

23%

Companies Response
Out of 5 Sialkot Pakistan football manufacturers companies 2 companies didnt reply 2 of the companies said brand building techniques should be focused upon. 1 company was satisfied with their brand image.

Interpretation
Brand Perception of Companies
Brand Loyal Brand Builder No Comments

40%

40%

20%

Suggestions
Companies should use Brand to improve revenue The firm should use a brand personality Marketing promotion of brand in print media and TV Choice of different elements used to create a brand identity such as color, owned name, slogans, and symbols

Findings
Define the core brand's position and value clearly Don't neglect Public Relations Contract with international football clubs Always remember the USP

Conclusion