Sona_CIP ppt
Download as PPTX, PDF1 like569 views
The document compares different methodologies used by various market research organizations like MDRA, Nielsen, and Millward Brown to calculate brand scores and conduct brand studies. It finds that while MDRA considers attributes like quality, value for money, and recommendation to calculate brand experience scores, Nielsen and Millward Brown also include parameters like brand awareness, familiarity, financial value, and brand contribution. It recommends that MDRA could expand its studies to include additional elements like brand engagement, differentiation, and financial valuation to provide more comprehensive analysis and better compete with other organizations.
![Brand Score Calculation
8
Methodolog
y followed
by Nielsen
Obtaining the
familiarity level of
respondents for each
brand
Calculate a brand score
for each respondent =
[(0.5*Overall) +
(0.5*(Attr1+Attr2
+Attr3+Attr4)]
Multiply the brand
score by the familiarity
score
The total of all the
brand scores (across
respondents) is
calculated and then
divided by the total
number of respondents](https://image.slidesharecdn.com/3a39fe66-deeb-4c4a-89cd-7c743cd6cb68-150814111317-lva1-app6892/85/Sona_CIP-ppt-8-320.jpg)
Sona_CIP ppt
- 1. COMPARATIVE ANALYSIS OF SELECT BRAND STUDIES CONDUCTED AROUND THE WORLD Name: Sona Sara Oommen Roll No: 93 Faculty Mentor: Prof. Vidya Iyer 1
- 2. Marketing Research Industry 2 Revenue Generated by Global Market Research Industry in Previous Years • Identify marketing problems • Solve those problems Phases • Product research, Customised Services, Data Analysis, Field Services Services Offered • 3% growth in global market research industry revenue from 2012 to 2013 Global Revenue 33.54 39.08 40.29 Revenue (in bn. USD) 2011 2012 2013
- 3. MDRA: Marketing & Development Research Associates 3 Profile • Marketing research • Consulting • Customised research services for clients • Providing solutions Expertise • Defection and leakage analysis • Customer satisfaction studies • Rating of parallel marketers Turnover • Turnover of MDRA in the year 2014 was 1.75 Crores only Competitors • Nielsen • Millward Brown • IMRB
- 4. Project Objectives 4 To study about different research organizations in India and abroad which conducts brand surveys To study select brand surveys and map them on specific parameters and compare the process followed by MDRA To conduct detailed study of the analysis done by MDRA in consumer durables brand experience survey To provide MDRA newer ideas of conducting different types of brand studies
- 5. Project Methodology 5 Objective1 • Exploratory research • Data collected from company websites and magazines • Decided upon 4 companies conducting brand studies Objective2 • Exploratory research • Secondary data collected from brand study reports organisations • Benchmarking technique used to compare the different brand studies Objective3 • Descriptive research • Primary data collected using questionnaire • Conducted regression analysis on the data obtained • Analysed the data according to the methodology followed by MDRA • After comparing the different brand studies, recommended certain improvements in the brand study done by MDRA Objective4
- 6. Findings - Benchmarking Matrix 6 Parameters MDRA Nielsen Millward Brown Gensler Type of Organisation Research & Consultancy Research Research & Consultancy Design & Consultancy Audience General Public General Public General Public & Brands Brands Region of Survey India India World USA Product Categories Consumer Durables All Product Categories All Product Categories All Product Categories Type of Study Brand Experience Brand Awareness Brand Valuation Brand Engagement Attributes taken into consideration Quality Quality Meaningfulness Feel Good on buying favourite brand Value for Money Value for Money Differentiation Spend More on Favourite Brand Recommendation Recommendation Salience Recommend Favourite Brand Need Fulfilment Need Fulfilment Value more the Favourite Brand Durability Pride User-friendliness Serviceability
- 7. Brand Score Calculation 7 Methodology followed by MDRA Obtaining the overall satisfaction rating for each product brand Obtaining attribute- wise rating for each product brand Determination of weightage of attributes for each product using regression analysis Calculating the mean rating of all respondents obtained for each product brand Multiplication of attribute-wise mean rating to its attribute weight in selected product category
- 8. Brand Score Calculation 8 Methodolog y followed by Nielsen Obtaining the familiarity level of respondents for each brand Calculate a brand score for each respondent = [(0.5*Overall) + (0.5*(Attr1+Attr2 +Attr3+Attr4)] Multiply the brand score by the familiarity score The total of all the brand scores (across respondents) is calculated and then divided by the total number of respondents
- 9. Brand Score Calculation 9 Methodology followed by Millward Brown Calculating financial value Calculating brand contribution Calculating brand value by multiplying financial value and brand contribution score
- 10. Recommendations 10 • MDRA should indulge in new types of brand studies to increase their clientele. • MDRA should calculate financial value of the consumer durable brands along with brand experience score. • Brand experience survey can include brand engagement elements also to provide a clearer picture of customer involvement with the brand. • Differentiation of the brand is another attribute that can be included in brand experience survey. • MDRA’s top brands perceptual survey should be preceded by brand awareness parameters to avoid vague responses.
- 11. References 11 Brucks, Merrie, Valarie A. Zeithaml, and Gillian Naylor, Journal of the academy of marketing science 28.3 (2000) Lau, Geok Theng, and Sook Han Lee, Journal of Market-Focused Management 4.4 (1999) Niraj Dawar and Philip Parker, Journal of Marketing-Vol. 58, No. 2 (Apr., 1994) Elena Delgado‐Ballester, José Luis Munuera‐Alemán, (2001) "Brand trust in the context of consumer loyalty", European Journal of Marketing, Vol. 35 Walfried Lassar, Banwari Mittal, Arun Sharma, (1995) "Measuring customer‐based brand equity", Journal of Consumer Marketing, Vol. 12 Keller, Kevin Lane. "Conceptualizing, measuring, and managing customer-based brand equity." the Journal of Marketing (1993) Websites: www.wikipedia.org/wiki/Benchmarking www.wikipedia.org/wiki/MarketingResearch http://www.marketresearchworld.net/content/view/1260/74/ 5 Key Metrics for Measuring Brand Loyalty, www.SurveyMonkey.com www.mdraonline.com
- 12. 12