A PROJECT REPORT on Sony Brandawareness Sultan Ali Mba

8/18/2019 A PROJECT REPORT on Sony Brandawareness Sultan Ali Mba

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A PROJECT REPORT

ON

BRAND AWARENESS OF SONY COMPANY

Submitted in partial fulfillment of te Re!uirement for te A"ard of

MASTER OF B#S$NESS ADM$N$STRAT$ON

Submitted B%&

S#'TAN A'$

()*T*NO*++,P+E--.+/

#nder te 0uidan1e of

Mr* B*RAJENDER

DEPARTMENT OF B#$SNESS MANA2EMENT

APOOR,A $NST$T#TE OF MANA2EMENT AND SC$ENCES

(Affiliated to Ja"aarlal Neru te1nolo0i1al uni3er4it% )%derabad/

B)OOPAT)$POOR5 6AR$MNA2AR

7-++87-+9*

1


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DEC'ARAT$ON

I , Sultan ali , MBA Student of Apoorva institute of management and sciences hereby declare

that this project “ BRA! A"AR##SS $ %ith reference to Sony Brand is done under

guidance of my faculty Mr& B&Rajender and guide by my company guide Mrs& Madhulatha

of 'S #(#)*R+I)S '* (*! -Sony e.clusive/ 0arimnagar during academic year 2113

214&

I declare that all relevant information has been collected by me and the results

embodied in study have not been submitted to any other university or institute for a%ard of

the degree&

(A)#5

!A*#5

S#'TAN A'$

(++,P+E--.+/


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AC6NOW'ED2EMENT

*he satisfaction and euphoria that accompany the success of tas6 %ould be incomplete%ithout mention of names of the people, %hose tremendous co3operation, guidance and

encouragement cro%ned all the efforts %ith success& I consider it as my privilege to e.press

my gratitude and respect to all those %ho have guided inspired and helped me in completion

of my project %or6&

I %ould li6e to e.press my profound gratitude to Mr&B&Rajender, 7aculty, !irector

and other lecturer of our college for their constant response and guidance and my company

guide Mrs&Madhulatha&

I %ould also li6e to than6 my family and friends for encouragement and valuable

suggestion that helped me a lot to complete this project&

-S8(*A A(I/

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CONTENTS

C)APTER NO T$T'E PA2E8NO

C)APTER8$ $NTROD#CT$ON

+* $NTROD#CT$ON . 8 :

7* NEED OF ST#DY

9* OBJECT$,E OF ST#DY

;* SCOPE OF ST#DY

.* MET)ODO'O2Y OF ST#DY

C)APTER8$$ PROF$'ES < 8 +<

+* 2'$MPSE ON SONY )$STORY

7* COMPANY PROF$'E

9* FACTS ABO#T SONY

;* $ND#STRY PROF$'E

.* BRANDS $N CONS#MER SECTOR

C)APTER8$$$

CONCEPT#A' FRAMEWOR6 7- 8 .-

+* BRAND AWARENESS CONCEPTS

7* BRAND CONCEPTS

9* SONY PROD#CTS

C)APTER8$, DATA ANAYS$S AND $NTERPRETAT$ON .+ 8 :<

+* F$ND$N2 ANA'YS$S

7* $NTERPRETAT$ON

C)APTER8,

CONC'#S$ON


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C)APTER8$

:


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$NTROD#CT$ON TO BRAND& CONCEPTS&

*he %ord ;brand; is derived from the +ld orse brandr meaning ;to burn&; It refers to the

practice of producers burning their mar6 -or brand/ onto their products& *he Italians %ere

among the first to use brands, in the form of %atermar6s on paper in the 122s& Although

connected %ith the history of trademar6s and including earlier e.amples %hich could be

deemed ;proto brands; -such as the mar6eting puns of the ;'esuvinum; %ine jars found

at ompeii/, brands in the field of mass3mar6eting originated in the 1


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gum, Aunt Eemima, and Gua6er +ats %ere among the first products to be ?branded?, in an

effort to increase the consumer?s familiarity %ith their products& Many brands of that era, such

as Ben@s rice and 0ellogg?s brea6fast cereal furnish illustrations of the problem&

*his %as an early commercial e.planation of %hat %e no% 6no% as branding& )ompanies

soon adopted slogans, mascots, and jingles that began to appear on radio and early television&

By the 1


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such a competitive scenario& eriodically study has to be done by company to 6no% the

customer perception to%ards their brand&

OBJECT$,E OF ST#DY&

1/ *o find out the sources of a%areness of respondents to%ards, Sony roducts&

/ *o verify perception of the customer to%ards Sony brand in mar6et&

4/ *o find out the acceptance level of customer for Sony Brand&

9/ *o 6no% the Influencing factor opting for Sony Brand&

:/ *o 6no% the effect of promotional activities&

F/ *o offer the suggestion to Sony electronics to build brand a%areness&

SCOPE OF ST#DY&

“*his Study reveals that the a%areness of Sony among the customers, the influencing factors

in purchasing Sony brand, the present study also deals %ith source of information about Sony

and pre3post purchase perceptions of the customers to%ards the Sony brand&$

RESEARC) MET)ODO'O2Y&

SO#RCES OF DATA&8

8sually data is collected is t%o types primary data and secondary data& rimary data

is !ata %hich is collected for first time %ith out any reference& Secondary data is

collected from past records and reference

+/* PR$MARY DATA&8


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rimary data for the present study is collected in form of personal Intervie% %ith

the customer through the %ell Lstructured Duestionnaire and through Interaction %ith the

area manager and employee of mar6eting department&

7/* SECONDARY DATA&8

Secondary data is collected from companies past records, profiles, Eournals, internet and

te.tboo6s of various publications&

SAMP'E DES$2N&

Samplin0 area te1ni!ue&8 *he Study is limited to customers of 'S #(#)*R+I)S

'* (*!& -S+ #N#)(8SI'#/ %ho are located in 6arimnagar only&

@Sample Sie&8 In the present study ,a sample of 12 respondents -customer/ has been

Surveyed&

C)APTER8$$


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2limp4e of Son% )i4tor%&

It %as in 1


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global conglomerate that it is today& *he main objective of the company %as to design

and create innovative products %hich %ould benefit the people&

Te ele1tri1 ri1e 1ooer

7rom early attempts at creating products li6e the rice3coo6er to the later success of

creating Eapan@s first magnetic recorder, the innovative company %ent on to create other

hit products %hich %on the company %idespread recognition and international acclaim as

a truly global company 6no%n for its Duality and innovative products& Significant product

milestones included Eapan@s first transistor radio -1


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1& *he company name of Sony %as created by combining t%o %ords of “sonus$ and

“Sonny$& *he %ord “sonus$ in (atin represents %ords li6e sound and sonic& *he

+ther "ord “sonny$ means little son 8sed in combination&

& Sony is supposed to represent a very small group of young people %ho have the

energy and passion to%ards unlimited creations and innovative ideas& "ith the far3

sight of #.panding %orld%ide&

4& It %as in 1 soft%are e.ports roducts5 *elevisions, Ki3fi Audios, Kome

*heater Systems and !'! players, ersonal Audio -)!H)assette Radio layers and

"al6manO/,

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Audio 'ideo Accessories, )ar Audio and 'isual Systems,

oteboo6s, aming )onsoles, )amcorders and !igital Still )ameras, !igital

Imaging Accessory -Batteries, )hargers, Microphone, hoto rinters/, Mobile

hones, Recording Media And #nergy !evices, Broadcast and rofessional roducts&

FACTS ABO#T SONY&8

*he ne% millennium is here and Sony has plenty to celebrate& *he company@s approach

doing %hat others don@t L has paid off, in the form of great products that people covet&

*hroughout its history, Sony has demonstrated an ability to capture the imagination and

#nhance people@s lives&

Sony innovations have become part of mainstream culture, including5 the first

magnetic tape and tape recorder in 1


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Sony@s future brand success %ill be determined by ho% the company meets the challenges

of change& Sony has al%ays led the mar6et in terms of innovation& But in a digital

net%or6ed %orld, products %ill no longer be developed %ith just hard%are in mind& *he

convergence of technologies L consumer electronics, computing and telecommunications L

is a reality, %ith ne% competitors forming and consumer mindshare up for grabs&

$ND#STRY PROF$'E&

*he increase in income levels, easy availability of finance, increase in consumer

a%areness, and introduction of ne% models, the demand for consumer durables has

increased significantly& roducts li6e %ashing machines, air conditioners, micro%ave

ovens, color televisions -)*'s/ are no longer considered lu.ury items& Ko%ever, there are

still very fe% players in categories li6e vacuum cleaners, and dish%ashers&

)onsumer durables sector is characteri=ed by the emergence of M)s,

e.change offers, discounts, and intense competition& *he mar6et share of M)s in

consumer durables sector is F:J& M)?s major target is the gro%ing middle class of India&

M)s offer superior technology to the consumers, %hereas the Indian companies compete

on the basis of firm grasp of the local mar6et, their %ell3ac6no%ledged brands, and hold

over %ide distribution net%or6&

Ko%ever, the penetration level of the consumer durables is still lo% in

India& An important factor behind lo% penetration is poor government spending on

infrastructure& 7or e.ample, the government spending is very less on electrification

programs in rural areas& *his factor discourages the consumer durables companies to

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mar6et their products in rural areas&

Anal%4i4 Of Con4umer Durable Produ1t4&8

1/ e% launches create enthusiasm in the mar6et

212 %as a year of a lot of ne% launches in India, some of %hich generated a lot of

interest& 7rom 4! televisions and K! set3top bo.es, to tablet )s %ith Smartphone

features, the ne% launches created a lot of enthusiasm among both manufacturers and

consumers& "ith many companies no% trying to bring out lo%3priced models for ne%

technologies to attract the masses, the consumer electronics mar6et in India is getting

ready to e.pand in a big %ay&

/ (egislation encouraging gro%th

*he overnment of India steadily reduced the e.cise duty on consumer products in the

223212 periods to help the industry fight post3recession blues& In addition, in the 211

budget the government did not increase the e.cise duty, despite economic recovery& *he

corporate ta. %as also reduced in order to help the industry gro% further& All in all, the

overnment of India is trying to come up %ith gro%th3orientated policies that %ill help the

Indian consumer products industry to gro% in a big %ay&

4/ )hanging lifestyle impacting consumer electronics

*he changing lifestyle of people in India is having a significant impact on the consumer

electronics mar6et in India& )ategories li6e digital *'s, converters, decoders andreceivers, computers and peripherals, in3car entertainment devices and mobile phones are

%itnessing robust gro%th as they are status symbols& Ko%ever, categories li6e video

players and home audio and cinema are %itnessing slo% or declining gro%th rates as

people are spending less and less time at home&

9/ )hained retailers and e.clusive outlets gro%ing faster

"ith increased mobility of people across India in terms of %or6, the independent

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electronics specialists no longer enjoy the trust that they used to benefit from in the past

because of years of service& *he young generation is more comfortable shopping at

e.clusive company outlets or chained electronics specialists %here such consumers canchoose from the latest models, see demos and choose the model and brand as per their

need %ithout being pushed by a salesman& *he independent retailers are losing out as

people suspect them of indulging in fraudulent practices li6e changing parts and

components&

:/ Multi3functional products %ill rule the mar6et in the future

)onsumers are no% loo6ing for multiple features in a single device& *hey no% %ant their mobile phones to allo% complete internet connectivity, their cameras to have %i3fi

connectivity so that they can instantly share their photos %ith friends and families, their

)s to have mobile phone functionality and their *'s to have internet connectivity& All

this is leading to a lot of technological advancements in consumer electronics and the

mar6et is e.panding %ith many multi3functional products entering the mar6et and many

more e.pected to enter the mar6et in the forecast period&

SECTOR O#T'OO6&8

*here has been strong competition bet%een the major M)s li6e Samsung, (, and Sony

#lectronics India (td& has announced its e.tension plan in 22F&*)( )orporation is also& planning to establish a P million manufacturing facility in India

*he Indian companies li6e 'ideocon Industries and +nida are also planning to e.pand&

'ideocon has acDuired #lectrolu. brand in India& Also, %ith the acDuisition of *homson

!isplays by 'ideocon in oland, )hina, and Me.ico, the company is mar6ing its

international presence&

According to isuppli )orporation -Applied Mar6et Intelligence/, country?s

1F


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fiscal policy has encouraged Indian consumer electronic industry& *he reduction on import

duty in the year 22:32F has benefited many companies, such as Samsung, (, and Sony&

Indian consumers are no% replacing their e.isting appliances %ith frost3freerefrigerators, split air conditioners, fully automatic %ashing machines, and color

televisions -)*'s/, %hich are boosting the sales in these categories&

Some companies li6e Samsung #lectronics )o& (td& and ( #lectronics India

(td& are no% focusing on rural areas also& *hese companies are introducing gift schemes

and providing easy finance to capture the consumer base in rural areas&

C'ASS$F$CAT$ON OF CONS#MER D#RAB'E SECTOR&8

1& )onsumer #lectronics includes ')!H!'!, home theatre, music players, color

televisions -)*'s/, cameras, camcorders, portable audio, Ki37i, etc&

& "hite oods include dish%ashers, air conditioners, %ater heaters, %ashing machines,

refrigerators, vacuum cleaners, 6itchen appliances, non36itchen appliances, micro%aves,

built3in appliances, tumble dryer, personal care products, etc&

4& Molded (uggage includes plastics&

9& )loc6s and "atches

:& Mobile hones

SWOT ANA'YS$S&8

Stren0t4&8

1& resence of established distribution net%or6s in both urban and rural areas&

& resence of %ell36no%n brands&

4& In recent years, organi=ed sector has increased its share in the mar6et vis a vis the

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unorgani=ed sector&

Weane44e4&8

1& !emand is seasonal and is high during festive season&

& !emand is dependent on good monsoons&

4& oor government spending on infrastructure&

9& (o% purchasing po%er of consumers*

Opportunitie4&8

1& In India, the penetration level of %hite goods is lo%er as compared to other developing

countries&

& 8ne.ploited rural mar6et&

4& Rapid urbani=ation&

9& Increase in income levels, i&e& increase in purchasing po%er of consumers&

:& #asy availability of finance&

Treat4&8

1& Kigher import duties on ra% materials imposed in the Budget 22C32&

& )heap imports from Singapore, )hina and other Asian country&

BRANDS $N CONS#MER E'ECTRONCS SECTOR&

MNC CO#NTRY

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&

C)APTER8$$$CONCEPT#A' FRAMEWOR6

Brand awareness: is a mar6eting concept that enables mar6eters to Duantify levels and

trends in consumer 6no%ledge and a%areness of a brand?s e.istence& At the aggregate -brand/

level, it refers to the proportion of consumers %ho 6no% of the brand&

Brand a%areness studies are most useful %hen the results are set

against a clear benchmar6 such as data from prior periods, different mar6ets, or competitors& In a

survey of nearly 22 senior mar6eting managers, F1 percent responded that they found the ;brand

a%areness; metric very useful&

1

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Con1ept&

*he ultimate goal of most businesses is to increase sales and income& Ideally, you %ant to

Attract ne% customers to your products and encourage repeat purchases& Brand a%areness

Refers to ho% a%are customers and potential customers are of your business and its

products&

"ithin a %ee6 after its introduction, surveys found that more than


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these AA8 metrics allo% companies to trac6 trends in customer 6no%ledge and attitudes&

)reation of brand a%areness is the primary goal of advertising at the beginning of

any product?s life cycle, and has influence on buying behavior&

Brand A"arene44 Plan&

*he major components of a plan to develop brand a%areness are5

1/ Identifying and understanding your target customers

/ )reating a company name, logo, and slogans

4/ Adding value through pac6aging, location, service, special events, etc&

9/ Advertising

:/ After3sale follo%3up and customer relations managementF/ *argeting the right audience is crucial to your success& +f similar importance is

understanding

C/ *hat you need a plan along %ith specific actions that increase a%areness of your brand

Amongst your consumers& *hroughout the entire process of creating a brand, it is of

utmost

/ Importance to consider ho% %hat you do %ill increase brand a%areness&

$mportan1e of brand a"arene44&

ou may be as6ing yourself, is brand a%areness really all that importantQ ou may be

saying *o yourself, I have plenty of customers and sales are decent, %hy botherQ *he

ans%er is5 *here are fe% things more %orth%hile than investing time in your brand@s

a%areness&

It can lay a major role in purchasing decisions& *he reality is, the more a%are consumers

are of our product and your brand, and the more li6ely they are to buy from you&

Among the challenges faced in selling pure maple products are5

I& !o potential customers 6no% you e.istQ

II& "hy pay more for ure Maple vs& artificial syrupQ

III& Isn@t 'ermont maple syrup betterQ

I'& "hy pay more for your products rather than from a less e.pensive alternativeQ

In the future, and for the sa6e of your business, it is in your best interests to ta6e action to

Increase a%areness of your brand& *he oal *hus, it is a good idea to dra% up a brand

a%areness strategy that you can continue to update throughout the development of your

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brand&

Brand A"arene44 Re4ear1&

Brand A%areness research to determine ho% a%are the consumers of your brand are prior

to any changes& *hen, decide %hat you thin6 and perhaps %hat others suggest that you

might do to increase a%areness and public recognition& e.t, compose a strategy for ho%

you %ould li6e to go about this&

7or e.ample, perhaps your focus may be on your name, or perhaps the

colors people associate %ith your brand, or even the %ay in %hich you promote and sell

your products& 7inally, decide upon ho% you %ould li6e to e.ecute these changes and

increase your brand a%areness& 8ltimately, you should be able to see a change in ho%

consumers perceive your brand and the level of recognition your brand has acDuired& 7or

e.ample, perhaps your consumer base e.pands to include of nearby to%ns or attract a

different core consumer&

*ruly successful brand a%areness often ta6es time to develop& 7irst there

is the time reDuired to develop an effective a%areness effort& *hen there is the time

reDuired for your message to reach potential customers& A fe% customers %ill respond

early, but most %ill ta6e time to hear about your products, ma6e a decision to try them, and

even later return for more& #stablishing customer loyalty ta6es the most time, as it reDuirese.tended e.perience %ith your business and products&

As a result of specific actions, positive brand a%areness is promoted& Brand

a%areness is essentially the impression people have of your brand& !o they 6no% your

brand as reliable high DualityQ As %ell established and distinctiveQ As a bargainQ Ko% is it

that they have formed these perceptionsQ erhaps from your logoQ +r maybe from the %ay

your products are displayed or pricedQ *hese opportunities to ma6e a good impression are

%hat are influencing your consumers@ a%areness of your brand& Ko% to Begin )reating

Brand A%areness Ko% do you, over time, establish positive brand a%areness that promotes

the possibility of purchase of your product in the futureQ *here is al%ays the initial

impression of your brand that is of utmost importance& Beyond this, ho%ever, are all of the

future impressions that may be formed regarding your brand&

Metodolo0ie4&

*here has been discussion in industry and practice about the meaning and value of various

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brand a%areness metrics& Recently, an empirical study appeared to put this debate to rest

by suggesting that all a%areness metrics %ere systematically related, simply reflecting

their difficulty, in the same %ay that certain Duestions are more difficult in academic

e.ams&

Brand a%areness can be measured by sho%ing a consumer the

brand and as6ing %hether or not they 6ne% of it beforehand& Ko%ever, in common mar6et

research practice a variety of recognition and recall measures of brand a%areness are

employed, all of %hich test the brand name?s association to a product category cue&

*his came about because most mar6et research in the 2th )entury %as

conducted by post or telephone& Actually sho%ing the brand to consumers usually reDuired

more e.pensive face3to3face intervie%s -until %eb3based intervie%s became possible/&

*his has led many te.tboo6s to conceptuali=e brand a%areness simply as its measures, that

is, 6no%ledge that the brand is a member of a particular product category -e&g&, soft

drin6s/&

Brand re1all& Brand Recall is the e.tent to %hich a brand name is recalled as a member of

a brand, product or service class, as distinct from brand recognition&

)ommon mar6et research usage is that pure brand recall reDuires ;unaided recall&; 7or

e.ample, a respondent may be as6ed to recall the names of any cars he may 6no%, or any

%his6y brands he may 6no%&

Some researchers divide recall into both ;unaided; and ;aided; recall& ;Aided recall;

measures the e.tent to %hich a brand name is remembered %hen the actual brand name is

prompted& An e.ample of such a Duestion is ;!o you 6no% of the ;Konda; brandQ;

In terms of brand e.posure, companies %ant to loo6 for high levels of

unaided recall in relation to their competitors& *he first recalled brand name -often called

;top of mind;/ has a distinct competitive advantage in brand space, as it has the first

chance of evaluation for purchase&

Brand re1o0nition& Brand recognition is the e.tent to %hich a brand is recogni=ed for

stated brand attributes, parts, offerings, or communications&

In some cases brand recognition is defined as aided recall and as a subset

of brand recall& In this case, brand recognition is the e.tent to %hich a brand name is

:

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recogni=ed %hen prompted %ith the actual name&

A broader vie% of brand recognition is the e.tent to %hich a

brand is recogni=ed %ithin a product class for certain attributes& (ogo and tagline testing

can be seen as a form of brand recognition testing& 7or e.ample, if a product name can be

associated %ith a certain tagline, logo, or attribute -safety and 'olvo ;Eust do it; and

i6e/, a certain level of brand recognition is present&

In order to meet the research specific objectives, several particular

Indicators %ere used to measure brand recall, brand choice share and the perceived ris6

associated %ith the purchase of an un6no%n brand&

)o" to Be0in Creatin0 Brand A"arene44&

I& Ko% does you, over time establish positive brand a%areness that promotes the

possibility of purchase of your product in the futureQ *here is al%ays the initial impression

of your brand that is of utmost importance& Beyond this, ho%ever, are all of the future

impressions that may be formed regarding your brand&

II& In deciding ho% you %ill go about creating brand a%areness, you need to consider and

to be a%are of ho% your product value becomes 6no% to the consumer and the importance

of consistency5

1/ *he message of %hat a brand is offering to the consumer should be consistent&

"egmans, for e.ample, offers fresh, high3Duality foods for purchase and advertises the

Advantages, such as home3coo6ed meals, that their goods can provide for you&

*he layout of their perishable goods, the organi=ation of complementary

condiments and staple products, and the stands offering sample recipes to be coo6ed at

home are all evidence

of the company attempting to present a consistent message of %hat they are all about to theconsumer

/ Images you present should also be consistent in order to increase brand a%areness& It is

important that you are consistent in your use of images so that you ma.imi=e recognition

and positive impressions

4/ Slogans and taglines should also be consistent throughout mediums and material&

+nce again, consistency is important in conveying a message that promotes a%areness

of your brand

9/ In an organi=ed, recogni=able manner& "egmans@ tagline, “Kelping you

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Ma6e great meals easy$, is consistent throughout its promotional materials, %ebsite,

:/ urchasing !ecision rocess 8nderstanding the decision3ma6ing process helps you to

better understand ho% to structure your brand a%areness process& "hat ma6es them buy

your productQ !o they decide, upon an impulse, to purchase your productQ

F/ !o they need several hours to mull over the possibility of ma6ing the purchaseQ *o

%hat e.tent do product type, price, and environment affect the purchasing decisionQ And

logo, to name a fe%

C/ In deciding ho% you %ill go about creating brand a%areness, you need to consider and

to be a%are of ho% your product value becomes 6no% to the consumer and the importance

of consistency

Element4 Of Brand A"arene44&81/ *he message of %hat a brand is offering to the consumer should be consistent&

"egmans, for e.ample, offers fresh, high3Duality foods for purchase and advertises the

Advantages, such as home3coo6ed meals, that their goods can provide for you&

/ *he layout of their perishable goods, the organi=ation of complementary condiments

and staple products, and the stands offering sample recipes to be coo6ed at home are all

evidence of the company attempting to present a consistent message of %hat they are all

about to *he consumer&4/ Images you present should also be consistent in order to increase brand a%areness& It is

important that you are consistent in your use of images so that you ma.imi=e recognition

and positive impressions& "egmans logo, for e.ample, can be found on its storefront, on

the products it produces itself, on the receipt consumers receive after purchase, on the bags

customers carry out of the store&

9/ Slogans and taglines should also be consistent throughout mediums and material& +nce

again, consistency is important in conveying a message that promotes a%areness of your

brand in a organi=ed, recogni=able manner& "egmans@ tagline, “Kelping you ma6e great

meals easy$, inconsistent throughout its promotional materials, %ebsite, and logo, to name

a fe%&

:/ It presents the consumer %ith an image that in the future the consumer can continue to

associate %ith your products& 7or e.ample, if the materials you distribute, the set3up of

your sale table, the pac6aging of your product, and the logo and tagline are not all

relatively similar, regularly consistent, and repeatedly recogni=able over time, it is li6ely

you %ill get no%here %ith your brand& )reating brand a%areness, through a collaborative,

C


28/84

%ell3developed overall image, is essential to developing a success brand that achieves

ma.imum benefits&

F/ It is important to 6eep %or6ing at the issues and activities identified above& ay

attention to

Ko% customers are responding to products, pac6aging, displays, and messages& (oo6 for

%ays to improve the image you are trying to get across& As6 your customers for

suggestions& "or6 to maintain a consistent presence in the mar6et place& *his can mean a

location and regular times %here customers can reliably e.pect to find you&

C/ Brand a%areness is essential in buying decision3ma6ing as it is important that

consumers recall the brand in the conte.t of a given specific product category, a%areness

increasing the probability that the brand %ill be a member of the consideration set&A%areness also affects decisions about

Brands in the consideration set, even in the absence of any brand associations

in consumers@ minds& In lo% involvement decision settings, a minimum level of brand

a%areness may be sufficient for the choice to be final& A%areness can also influence

consumer decision ma6ing by affecting brand associations that form the brand image&

Te needed information in order to 4tud% te abo3e mentioned i44ue4 ba4i1all%

1on4i4ted in&

i/ the consumers@ ability to retrieve the brand %hen given the product category -unaided

brand a%areness for each durable and non3durable brand/,

ii/ the most recent purchased brand in each product category -brand choice share for each

durable and non3durable brand/,

iii/ the perceived ris6 associated to buying a brand %ith no aided brand a%areness -also

considering each product category/

iv/ !emographic characteristics -age, income, education and gender/& *he data collection

had to be conceived in such a %ay so that consumers could reveal their attitudes regarding

the analy=ed product categories and corresponding brands, as easily and correctly as

possible&

*herefore, the particular product categories chosen for the research

consisted in tooth3paste, as being representative for non3durables, and television sets as

being representative for durables, selected this %ay because they are different in usage

duration, not too technical and have a large rate of penetration into households usage -thus,


29/84

most of the respondents %ere able to e.press their attitudes to%ards those products/&

&

BRAND53

Con1ept4&8

Brand is the personality that identifies a product, service or company -name, term, sign,

symbol, or design, or combination of them/ and ho% it relates to 6ey constituencies5

customers, staff, partners, investors etc&

Some people distinguish the psychological aspect, brand associations li6e thoughts,

feelings, perceptions, images, e.periences, beliefs, attitudes, and so on that become lin6ed

to the brand, of a brand from the e.periential aspect&

*he e.periential aspect consists of the sum of all points of contact %ith the

brand and is 6no%n as the brand e.perience& *he brand e.perience is a brand?s action

perceived by a person& *he psychological aspect, sometimes referred to as the brand

image, is a symbolic construct created %ithin the minds of people, consisting of all the

information and e.pectations associated %ith a product, service or the company-ies/ providing them&

eople engaged in branding see6 to develop or align the e.pectations behind the

brand e.perience, creating the impression that a brand associated %ith a product or service

has certain Dualities or characteristics that ma6e it special or uniDue&

A brand is therefore one of the most valuable elements in an advertising theme, as

it demonstrates %hat the brand o%ner is able to offer in the mar6etplace& *he art of

)reating and maintaining a brand is called brand management& +rientation of the %hole

organi=ation to%ards its brand is called brand orientation&

*he brand orientation is developed in responsiveness to mar6et intelligence&

Brand recognition is most successful %hen people can state a brand %ithout being

e.plicitly e.posed to the company?s name, but rather through visual signifiers li6e logos,

slogans, and colors&FT 7or e.ample, !isney has been successful at branding %ith their

particular script font -originally created for "alt !isney?s ;signature; logo/, %hich it used


30/84

in the logo for go&com

Brand name&8

Relation4ip bet"een trade mar4 and brand&

*he brand name is Duite often used interchangeably %ith ;brand;, although it is more)orrectly used to specifically denote %ritten or spo6en linguistic elements of any product&

In this conte.t a ;brand name; constitutes a type of trademar6 , if the brand

name e.clusively identifies the brand o%ner as the commercial source of products or

Services& A brand o%ner may see6 to protect proprietary in relation to a brand name

*hrough trademar6 registration and such trademar6s are called ;Registered *rademar6s;&

*ypes of brand names53

Brand names come in many styles A fe% include5

A1ron%m5 A name made of initials such as 8S or IBM&

42

http://en.wikipedia.org/wiki/Go.comhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Go.comhttp://en.wikipedia.org/wiki/Trademark


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De41ripti3e5 ames that describe a product benefit or function li6e "hole 7oods or

Airbus&

Alliteration and r%me5 ames that are fun to say and stic6 in the mind li6e Reese?s

ieces or !un6in? !onuts&

E3o1ati3e5 ames that evo6e a relevant vivid image li6e Ama=on or )rest&

Neolo0i4m45 )ompletely made3up %ords li6e "ii or 0oda6&

Forei0n "ord5 Adoption of a %ord from another language li6e 'olvo or Samsung&

Founder4 name45 8sing the names of real people, and founder?s name li6e Ke%lett3

ac6ard or !isney&

2eo0rap%5 Many brands are named for regions and landmar6s li6e )isco and 7uji 7ilm&

Per4onifi1ation5 Many brands ta6e their names from myth li6e i6e or from the minds of

ad e.ecs li6e Betty )roc6er &

BENEF$TS OF STRON2 BRAND&

1/ A strong brand influences the buying decision and shapes the o%nership e.perience&

/ Branding creates trust and an emotional attachment to your product or company&

4/ Branding help us to ma6e purchasing decision easier&

9/ Branding %ill “fence off$ your customer for competition&

2lobal brand 3ariable4&8

*he follo%ing elements may differ from country to country5

a& )orporate slogan

b& roducts and services

41

http://en.wikipedia.org/wiki/Betty_Crockerhttp://en.wikipedia.org/wiki/Betty_Crockerhttp://en.wikipedia.org/wiki/Betty_Crocker


32/84

c& roduct names

d& roduct features

e& ositioning

Mar6eting mi.es -including pricing, distribution, media and advertising e.ecution/&

*hese differences %ill depend upon5

1& (anguage differences&

& !ifferent styles of communication&

4& +ther cultural differences&

9& !ifferences in category and brand development&

:& !ifferent consumption patterns&

F& !ifferent competitive sets and mar6etplace conditions&

C& !ifferent legal and regulatory environments&

& !ifferent national approaches to mar6eting -media, pricing, distribution, etc&/&

Benefit4 of 0lobal brandin0&8

In addition to ta6ing advantage of the outstanding gro%th opportunities, the follo%ing

!rives the increasing interest in ta6ing brands global5

1& #conomies of scale -production and distribution/&

& (o%er mar6eting costs&

4& (aying the ground%or6 for future e.tensions %orld%ide&

4


33/84

9& Maintaining consistent brand imagery&

:& Guic6er identification, recognition and integration of innovations -discovered

%orld%ide/

F& Increasing international media reach -especially %ith the e.plosion of the Internet/

is an enabler&

C& Increases in international business and tourism are also enablers&

& ossibility to charge premium prices& Internal company benefits such as attracting

and retaining good employees, and cohesive company culture&

Brand Eten4ion and Brand Dilution&8

*he e.isting strong brand name can be used as a vehicle for ne% or modified products for

e.ample, many fashion and designer companies e.tended brands into fragrances, shoes

and accessories, home te.tile, home decor , luggage, -sun3/ glasses, furniture, hotels, etc&

*here is a difference bet%een brand e.tension and line

e.tension& A line e.tension is %hen a current brand name is used to enter a ne% mar6et

segment in the e.isting product class, %ith ne% varieties or flavors or si=es& "hen )oca3

)ola launched ;!iet )o6e; and ;)herry )o6e; they stayed %ithin the originating product

category5 non3alcoholic carbonated beverages& rocter > amble ->/ did li6e%ise

e.tending its strong lines -such as 7airy Soap/ into neighboring products -7airy (iDuid and

7airy Automatic/ %ithin the same category, dish %ashing detergents&

*he ris6 of over3e.tension is brand dilution %here the brand loses its

brand associations %ith a mar6et segment, product area, or Duality, price or cachet&

44

http://en.wikipedia.org/wiki/Fashionhttp://en.wikipedia.org/wiki/Fashionhttp://en.wikipedia.org/wiki/Fashion_accessoryhttp://en.wikipedia.org/wiki/Fashion_accessoryhttp://en.wikipedia.org/wiki/Fashion_accessoryhttp://en.wikipedia.org/wiki/Interior_designhttp://en.wikipedia.org/wiki/Interior_designhttp://en.wikipedia.org/wiki/Luggagehttp://en.wikipedia.org/wiki/Luggagehttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Fashionhttp://en.wikipedia.org/wiki/Fashion_accessoryhttp://en.wikipedia.org/wiki/Interior_designhttp://en.wikipedia.org/wiki/Luggagehttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Procter_%26_Gamble


34/84

Brand identit%&8

*he out%ard e.pression of a brand 3 including its name, trademar6, communications, and

visual appearance 3 is brand identity& Because the identity is assembled by the brand o%ner, it

reflects ho% the o%ner wants the consumer to perceive the brand 3 and by e.tension the

branded company, organi=ation, product or service& *his is in contrast to the brand image,

%hich is a customer?s mental picture of a brand& *he brand o%ner %ill see6 to bridge the gap

bet%een the brand image and the brand identity&

#ffective brand names build a connection bet%een the brand

personalities as it is perceived by the target audience and the actual productHservice& *he

brand name should be conceptually on target %ith the productHservice -%hat the company

stands for/& 7urthermore, the brand name should be on target %ith the

brand demographic typically, sustainable brand names are easy to remember, transcend trends

and have positive connotations& Brand identity is fundamental to consumer recognition and

symboli=es the brand?s differentiation from competitors&

Brand identity is %hat the o%ner %ants to communicate to its

potential consumers& Ko%ever, over time, a product?s brand identity may acDuire -evolve/,

gaining ne% attributes from consumer perspective but not necessarily from the mar6eting

communications an o%ner percolates to targeted consumers& *herefore, brand associations

become handy to chec6 the consumer?s perception of the brand&

Brand e!uit%&8

Brand eDuity is the mar6eting effects and outcomes that accrue to a product %ith its brand

name compared %ith those that would accrue if the same product did not have the brandname& 7act of the %ell36no%n brand name is that,

49

http://en.wikipedia.org/wiki/Target_audiencehttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Target_audiencehttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Marketing


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*he company can sometimes charge premium prices from the consumer& And, at

the root of these mar6eting effects is consumers? 6no%ledge& In other %ords, consumers?

6no%ledge about a brand ma6es manufacturers and advertisers respond differently or adopt

appropriately adept measures for the mar6eting of the brand&

*he study of brand eDuity is increasingly popular as some mar6eting

researchers have concluded that brands are one of the most valuable assets a company

has& Brand eDuity is one of the factors %hich can increase the financial value of a brand to the

brand o%ner, although not the only one&

#lements that can be included in the valuation of brand eDuity include -but not

limited to/5 changing mar6et share, profit margins, consumer recognition of logos andother visual elements,

Brand language associations made by consumers, consumers? perceptions of Duality

and other relevant brand values&;Brand eDuity is strategically crucial, but famously difficult

to Duantify& Many e.perts have developed tools to analy=e this asset,

But there is no universally accepted %ay to measure it&; In a survey of nearly 22

senior mar6eting managers, only F percent responded that they found the ;brand eDuity;

metric very useful

Brand parit%&8

Brand parity is the perception of the customers that some brands are eDuivalent this means

that shoppers %ill purchase %ithin a group of accepted brands rather than choosing one

specific brand& "hen brand parity is present, Duality is often not a major concern because

consumers believe that only minor Duality differences e.ist&

4:

http://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Visual_brand_languagehttp://en.wikipedia.org/wiki/Brand_languagehttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/Visual_brand_languagehttp://en.wikipedia.org/wiki/Brand_language


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Epandin0 role of brand&8

It %as meant to ma6e identifying and differentiating a product easier& +ver time, brands

came to #mbrace a performance or benefit promise, for the product, certainly, but

eventually also for the )ompany behind brand& *oday, brand plays a much bigger role&

Brands have been co3opted

As the po%erful symbols in the larger debates about the economics, social issues, and

politics& *he po%er of Brands to communicate a comple. message Duic6ly and %ith

emotional impact and the ability of

SONY PROD#CTS

$*TE'E,$S$ON AND PROJECTOR&

In category of television and projector, Sony has further subdivided into different models

style, performance in this category and designs %hich are53

i& BRA'IA (#! *'

ii& BRA'IA ()! *'

iii& )R* *'

iv& K+M# *K#A*R# R+E#)*+R

v& B8IS#SS R+E#)*+R

vi& 8B(I) !IS(A A#(

4F


37/84

A* BRA,$A 'ED T,&

)=


38/84

E=.7-&8

Integrated -7ull K! 4!/ features a built3in 4! *ransmitter

N3Reality

7ull K!

MRP& 8 1, :2,222 to :9,222

!isplay5 3 -9F, 92, 4 inches/

E=;7-&8

7ull K! 122 picture Duality %ith ))7( bac6light

VS6ypeU Ready -reDuires S6ypeU camera )M83BR122/

VBRA'IA Internet 'ideo > BRA'IA Internet

MRP&8 C4,22 to F4,


39/84

!isplay5 3 -9F inches/

@N=.7-&8

VIntelligent ea6 (#!

VMotion flo%U NR 22

VN3RealityU R+ picture engine

MRP& 3 :,:22 to 9,222

!isplay5 3 -92, 4 inches/

E=;--&8

7ull K! 122

VBRA'IA #ngineU 4VIntelligent icture (8S

!isplay -92, 4 inches/

C=97-&8

Kigh !efinition -C2p/ picture Duality %ith ))7( bac6light

V(ive )olorU *echnology %ith Advanced )ontrast #nhancer

VBRA'IA Sync

!isplay -4, F, inches/

B=;--&8

4


40/84

7ull K! 122

VBRA'IA #ngineU 4

VIntelligent icture (8S

!isplay -92 inches/

B=97-&8

Kigh !efinition -C2p/ picture Duality %ith ))7( bac6light

V(ive )olorU *echnology %ith Advanced )ontrast #nhancer

VBRA'IA Sync

!isplay -4F, F,inches/

$$*)OME T)EATRE&

@@B'#RAY

@@D,D

WWB'#RAY&8

@E:?-&8

#njoy superb sound Duality %ith this semi3tallboy

Blu3ray Kome *heatre System&&&&

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92


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Blu3ray Kome *heatre System&&&&

@E


42/84

DA,8DG+-6&8

DA,8DG+-&8

@DA,8DG7--&8

@DA,8TG7+-&8

DA,8TG+9.&8

@DA,8TG+9-&

9


43/84

D$2$TA' CAMERA&8

&XYYDSC8)=?,&8

Sony )yber shot

1FMegapi.els

78(( K! Recording

3(ens

MRP& 8 19,


44/84

@@DSC8T


45/84

Sony )yber shot

19Megapi.els

78(( K! Recording

)arl Zeiss3(ens

MRP&8C


46/84

Sony (ens

MRP53:,:22

$$$*)ANDYCAM&

NE=8,2+-

Interchangeable (ens

MRP&81, 2


47/84

)ompact 7ull K!

7ree 4 B Memory card

MRP& 3


48/84

*he Most Affordable

7ree 9 B Memory card

MRP& 3 1,


49/84

MRP5 3 F


50/84

MRP& 3 4F,


51/84

B* PS9 (97-2B/&8

*he e% S4@s storage si=e has increased to 42B, and

"ith the e.tra capacity&

C* PSP9---;&8

sp42229 the %orld@s most popular handheld just got better&

7eaturing an advanced ()!&

Memor% Card4&

Mi1roSD&8

-9, , 1F B Available/

)=:A&8

-, 1F B Available/

:1


52/84

C)APTER8$,

DATA ANA'YS$S

I

$NTERPRETAT$ON

DATA ANA'YS$S AND $NTERPRETAT$ON&8

:


53/84

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data %ith

the goal of highlighting useful information, suggesting conclusions, and supporting decision

ma6ing& !ata analysis has multiple facets and approaches, encompassing diverse techniDues

under a variety of names, in different business, science, and social science domains

)haracteristics of data sample

In any report or article, the structure of the sample must be accurately described& It is

especially important to e.actly determine the structure of the sample -and specifically the si=e

of the subgroups/ %hen subgroup analyses %ill be performed during the main analysis phase&

*he characteristics of the data sample can be assessed by loo6ing at5

Basic statistics of important variables

Scatter plots

)orrelations

)ross3tabulations

Final 4ta0e of te initial data anal%4i4&

!uring the final stage, the findings of the initial data analysis are documented, and necessary,

preferable, and possible corrective actions are ta6en& Also, the original plan for the main dataanalyses can and should be specified in more detail andHor re%ritten& In order to do this,several decisions about the main data analyses can and should be made5

In the case of non3normal@s5 should one transform variables ma6e variables categorical-ordinalHdichotomous/ adapt the analysis methodQ

In the case of missing data5 should one neglect or impute the missing data %hichimputation techniDue should be usedQ

In the case of outliers5 should one use robust analysis techniDuesQ

In case items do not fit the scale5 should one adapt the measurement instrument by

omitting items, or rather ensure comparability %ith other -uses of the/ measurementinstrument-s/Q

In the case of -too/ small subgroups5 should one drop the hypothesis about inter3groupdifferences, or use small sample techniDues, li6e e.act tests or bootstrappingQ

In case the randomi=ation procedure seems to be defective5 can and should onecalculate propensity scores and include them as covariates in the main analysesQ12T

*he last step of data analysis consists of interpreting the findings to see %hether theysupport your initial study hypotheses, theory or research Duestions&

!ata interpretation methods vary greatly depending on the theoretical focus -i&e&,Gualitative or Guantitative research/ and methods -e&g&, Multiple Regression, rounded*heory

:4

http://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Data_transformation_(statistics)http://en.wikipedia.org/wiki/Data_transformation_(statistics)http://en.wikipedia.org/wiki/Missing_datahttp://en.wikipedia.org/wiki/Outlierhttp://en.wikipedia.org/wiki/Bootstrapping_(statistics)http://en.wikipedia.org/wiki/Randomizationhttp://en.wikipedia.org/wiki/Randomizationhttp://en.wikipedia.org/wiki/Propensity_scorehttp://en.wikipedia.org/wiki/Propensity_scorehttp://en.wikipedia.org/wiki/Data_analysis#cite_note-9http://www.statsoft.com/textbook/stmulreg.html#generalhttp://www.statsoft.com/textbook/stmulreg.html#generalhttp://www.statsoft.com/textbook/stmulreg.html#generalhttp://www.scu.edu.au/schools/gcm/ar/arp/grounded.htmlhttp://www.scu.edu.au/schools/gcm/ar/arp/grounded.htmlhttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Data_transformation_(statistics)http://en.wikipedia.org/wiki/Missing_datahttp://en.wikipedia.org/wiki/Outlierhttp://en.wikipedia.org/wiki/Bootstrapping_(statistics)http://en.wikipedia.org/wiki/Randomizationhttp://en.wikipedia.org/wiki/Propensity_scorehttp://en.wikipedia.org/wiki/Data_analysis#cite_note-9http://www.statsoft.com/textbook/stmulreg.html#generalhttp://www.scu.edu.au/schools/gcm/ar/arp/grounded.htmlhttp://www.scu.edu.au/schools/gcm/ar/arp/grounded.html


54/84

*he present project is aimed at analy=ing the BRA! A"AR##SS +7 S+ )+MA

in 6arimnagar to%n& 7or these purpose data has been collected through Duestionnaire for a

sample of 12 respondents& *he information is collected from them& *he information has

been properly classified tabulated and interpreted in bar diagram

+* Cu4tomer Profile

1& A2E&8

S*NOParti1ular4 No of

Re4pondent4

Per1enta0e

1Belo% 1: il 2J

1: to : 4: above 1 1:J

*otal 12 122J

$nterferen1e&8

*his table sho%s the age of respondents& In this above&

:9


55/84

& 2ENDER&8

S*NO Parti1ular4 No* of

Re4pondent4

Per1enta0e

1 Male FCJ

7emale 4 44J

*otal 12 122J

$nterferen1e&8

*his table sho%s the ender of respondents& In this FCJ respondents are male and44J respondents are female&

::


56/84

4& ED#CAT$ON&8


Re4pondent4

Per1enta0e

1 rimary School il 2J

Secondary 1 12J

4 Intermediate-[/ 1C 19J

9 raduation 44 J

: && 9< 91J

F +ther < CJ

*otal 12 122J

$nterferen1e&8

*his table sho%s the educational Dualifications of respondent@s, in this 91J

are postgraduates, J are graduates, 19J are Intermediate, 12J are secondary education,and CJ are others&

:F


57/84

;* OCC#PAT$ON&8


Re4pondent4

Per1enta0e

1 Student 4 41J

#mployee 9 4:J

4 Businessmen CJ

9 rofessional : 1J

: Kouse%ife : 9J

F +thers J

*otal 12 122J

$nterferen1e&8

*his table sho%s the +ccupation of respondent@s, in this 41J are Student, 4:Jare #mployees, CJ are businessmen, 1J are professional, 9J are Kouse%ife@s, J areothers&

:C


58/84

9* C#RRENT MONT)'Y $NCOME&8


Re4pondent4

Per1enta0e

1 (ess *han :222 14 11J

:222 to 12222 : 2J

4 12222 to 1:222 1< 1FJ

9 1:222 to 42222 4C 41J

: 42222 and above F J

*otal 12 122J

$nterferen1e&8

*his table sho%s the )urrently Monthly Income of respondent@s, In this 41Jare 1:222 to 42222 , J are 42222 and above, 2Jare :222 to 12222, 1FJ are 12222 to1:222 and 11J are (ess *han :222&

:


59/84

>#EST$ONA$RE

+* Brand A"arene44 Of Son%&


Re4pondent4

Per1enta0e

1 A%are 12 122J

ot A%are 2 2J

*otal 12 122J

BRAND AWARNESS

100%

Awareness

$nterferen1e&8

:


60/84

*his table sho%s the Brand A%areness of Sony roducts &total 122Jrespondents are a%are about Sony products

7*Sour1e4 of Cu4tomer A"arene44&8


Re4pondent4

Per1enta0e

1 Advertisement FJ

Reference C 4J

4 Sales #.ecutives C


61/84

9* T%pe of Media $nfluen1e&8


Re4pondent4

Per1enta0e

1 *' F9 :4J

e%spaper 1F 19J

4 Maga=ine 11 J

9 Internet 1: 14J

: 7riends\Relatives 19 1J

*otal 12 122J

Ad3erti4ement Media )ad $nfluen1ed to Bu% a Son% Produ1t in (/

0

10

20

30

40

50

6053

14

812

1 2 3 4 5

1 2 3 4 5

%

$nterferen1e&8

F1


62/84

*his table sho%s the advertisement media %hich influences to buy a Sony product& In this:4J are influenced by *elevision, 19J are Influenced by e%spaper, J are Influenced byMaga=ine14J are Influenced by Internet, 1J are Influenced by 7riends\Relatives&

;* Cu4tomer Re4pon4e about Pa1in0&8


Re4pondent4

Per1enta0e

1 #.cellence 94 4FJ

ood F9 :4J

4 Moderate 11


63/84

.* A"arene44 of All A3ailable Feature4&8


Re4pondent4

Per1enta0e

1 es


64/84

* AWARENESS 'E,E' OF SONY PROD#CTS FEAT#RES&8

S*NO A"arene44 'e3el

Of Re4pondent4

No* of

Re4pondent4

Per1enta0e

1

4

9

122J

C:J

:2J

2J

<

9

4

11

:&J

9&


65/84

2&:J of respondents said they %ere :2J a%are,


66/84

:* PROD#CTS #SED AND OWNED


Re4pondent4

Per1enta0e

1 *'s > rojectors 41 :&J

Kome 'ideo 1F 14&4J

4 Kome *heatre System 1 12J

9 !igital )amera 14 12&J

: Kand cam 'ideo)amera

1 1:J

F ame F :J

C Mobile hone 1< 1:&J

+thers accessories : 9&J

*otal 12 122 J

$nterferen1e&8

*he above table sho%s the customer o%ned and used Sony products, in this :&J used*'s > rojectors& 14&4J used home video, 12J used home theatre system, 12& J useddigital camera, 1:J used hand cam video, :J used game, 1:& J used mobile phone, and 9&J used other accessories&

FF


67/84

0

5

10

15

20

25

3025"8

13"3

10 10"8

15

5

15"8

4"2

Customer *sage $ Sony Product at present in %

FC


68/84


69/84

*he above table sho%s the customer opinion About Sony product rices, in this :9&Jrespondents say price is high, 92&J respondents say price is reasonable, :J respondents say

price is lo%&

+-* Cu4tomer per1eption to"ard4 >ualit%&8


Re4pondent4

Per1enta0e

1 oor il 2J

7air 1: 1&:J

4 ood 9 92J

9 'ery ood 1&4J

: #.cellent 4:


70/84

*he above table sho%s the customer perception to%ards Duality Sony Brand, in this 92JRespondents Said Guality is good,


71/84

+7* 'o%alt% of Cu4tomer4&


Re4pondent4

Per1enta0e

1 'ery li6ely :9 9:J

Some %hat unli6ely 1< 1FJ

4 ot sure 4J

9 Some %hat li6ely 1: 14J

: 'ery unli6ely : 4J

*otal 12 122J

er .-elsome w)at 'nl-el nots're somew)at l-el ver 'nl-el

0

5

1015

20

25

30

35

40

45

5045

16

13

23

3

)oya&ity $ Customers

.oalt

$nterferen1e&8

*he above table sho%s the customer loyalty to%ards the Sony products in future, in this9:J of Respondents said very li6ely, 1FJ of Respondents said some %hat unli6ely li6ely,

C1


72/84

4J of Respondents said not sure, 14J of Respondents said some %hat li6ely, 4J of Respondents said very unli6ely&

+9* PERFOMANCE 'E,E' OF SONY PROD#CT AND T)E$R STAFF

6NOW'ED2E&8


Re4pondent4

Per1enta0e

1 7air 14 11J

ood F: :9J

4 #.cellence 1 1:J

9 erfect 1: 14J

: ot satisfactory CJ

*+*A( 12 122J

a-r Good Excellence *erect !ot sat-sactor

0

10

20

30

40

50

60

11

54

1513

#

PER($.ANCE )E/E) $( S$N0 PR$D*C, AND ,1ER S,A(( 2N$W)ED3E4

*ercent

$nterferen1e&8

C


73/84

*he above table sho%s the performance level of the Sony staff > their product 6no%ledge,in this 11J of respondents said fair, :9J of respondents said good, 1:J of respondents saide.cellence, 14J of respondents said perfect, CJ of respondents said not satisfactory&

+;* PARMETERS OF C#STOMERS&8


Re4pondent4

Per1enta0e

1 Suitable rice 19 1J

Better 7eatures F 1


74/84

*he above table sho%s the parameters of customer to%ards the Sony product, in this Jof respondents loo6s for advanced technology, 1J of respondents loo6s for suitable price,1


75/84

+* MAR6ET S#R,EY PRE8P#RC)ASE OF SONYBRANDS&8

S*NO PARTC#'ARS NO* OF

RESPONDENTS

PERCENTA2E

1 es FC :FJ

o :4 99J

*+*A( 12 122J

56

44

.arket Sur'ey Be%ore Pre5purc+ase o% sonybrand

es !o

$nterferen1e&8

*he above table sho%s the consumer mar6et survey pre3purchase of the Sony brand, inthis :FJ of respondents said they %ill conduct pre3purchase mar6et survey, 99J of respondents said they %ill not conduct pre3purchase mar6et survey&

C:


76/84

C)APTER8,

CONC'#S$ON

CF


77/84

F$ND$N2S&

122J respondents are a%are about the Sony products&

FJ respondents are come to 6no% about Sony products through advertisement follo%ed

by references, sales e.ecutives, others etc&

:4J respondents are influenced by *&' media, 19J respondents are influenced by

ne%spaper, J are influenced maga=ine, follo%ed by internet etc

& :4J respondents are pac6ing is good, 4FJ respondents said e.cellence, and follo%ed by

improved, moderate&

1J are respondents are a%are about Sony available features, 1


78/84

S#22EST$ONS&8

Sony #lectronics need to maintain same level of advertisement and sales promotion

strategies to ma6e it self strong brand&

By increasing number of outlets in different places, the company can ma6e its strong

presence in mar6et&

It@s suggested to increase its advertisement in emerging Medias li6e internet&

It@s suggested to increase commercial media advertisement li6e ne%spaper maga=ine

and internet&

It@s suggested to provide more attractive offers and reduce the price compare %ith

other products&

*o maintain Sony brand eDuity has to maintain Duality of product %hen they go for

brand and product e.tension&

*he availability of Sony products can be increased by establishing a multi3brand

dealer]s net%or6&

It is suggested to provide a Duality of service to customer by establishing adeDuate

service centers in remote areas&

As the competition is very high in these lighting segments so it is advised that Sony

brand need to follo% the competitive price strategies along %ith promotionalstrategies&

C


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CONC'#S$ON&8

1& Brand a%areness builds consumer e.pectations that it pledges to constantly meet by

delivering superior products and services, enabling firms to remain competitive and

differentiated&

& Building a strong brand name is 6ey factor for business success& In the competitive

business environment of today, consumer sophistication has altered business practices&

+rgani=ations are forced to anticipate customers@ needs and convey clear messages to

consumers by establishing strong brand names and focusing on brand building

4& Brand a%areness primarily determines a firm@s promise to consumers& *his involves

developing a product or service, agree on the best positioning to gain competitive edge and

decide on the mar6eting and advertising strategies to convey the promise to consumers&

9& By effectively communicating its branding message, a firm can tell the public “this is %ho

%e are this is %hat %e can do for you this is ho% %e %ill satisfy your needs&$ In doing so,

not only it creates brand a%areness

:* But it also builds consumer e.pectations that it pledges to constantly meet by delivering

superior products and services& *hrough effective targeting of consumer needs, a product

brand name can come to the forefront of consumer perception by meeting those needs and by

ma6ing consumers relating the brand name %ith the product&

F& A brand@s practical attributes and symbolic values are inherent elements that help the brand

appeal on consumers@ minds and emotion& "hen consumers relate brands %ith symbols, it

becomes easier for an organi=ation to raise consumer interest&

(e.us is 6no%n for lu.ury, or Apple is 6no%n for innovation& *herefore, in consumers@

minds, a brand is more than just a recogni=able name5 it is a promise that needs to be met on

a regular basis&

C& by raising consumer interest and ma6ing consumers a%are of their products and services,

firms not only e.pand their customer base, but they also 6eep their loyal customers and

increase their mar6et share&

& As a firm increases its customer base and attracts more customers, it also increases its sales

and profitability& Ideally, a firm %ants to introduce its products and services to a gro%ing

number of consumers,

C


80/84

"ho %ill become loyal customers of the firm as soon as they relate the firm %ith

the brand and the promise it conveys to the satisfaction of their needs&

>ue4tionnaire&8

ame of the respondent^^^^^^^^^^^^^^^^^^^^^^^

Age of respondentQ

a/ Belo% 1: c/ : to 92

b/ 1: to : d/ 92 and above

enderQ

a/ Male b/ 7emale

#ducation GualificationQ

a/ rimary Schooling b/ Secondary

c/ [ d/ raduation

e/ & f/ +ther

+ccupationQ

a/ Student b/ #mployee

c/ Businessmen d/ rofessional

e/ Kouse%ife@s f/ others

)urrent Monthly IncomeQ

a/ (ess *han :222 b/ :,222 to 12,222

c/ 12,222 to 1:,222 d/ 1:,222 to 42,222

e/ 42222 > above

I& !o you a%are about Sony brandQ

a/ es b/ o

II& Ko% do you come to 6no% about Sony brandQ

a/ Advertisement b/ References c/ Sales #.ecutive d/ +thers

2


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III& "hich media advertisement media influenced you to buyQ

a/ *' b/ Radio c/ e%spaper

d/ Maga=ine e/ Internet f/ 7riends and Relatives

g/ Kaven@t heard it before

I'& "hat is your opinion on pac6ing of Sony brandQ

a/ #.cellence b/ Moderate

c/ ood d/ to be improved

'& !o you 6no% about all available features in Sony brandsQ

a/ es b/ o

If yes lease rate the level of %age&

a/ 122J b/ C:J c/ :2J d/ :J

'I& "here do you prefer to buy the Sony product and ho%Q

a/ Multi LBrand dealer b/ )ompany +utlet

c/ Moderate d/ +ther Any #lse

'II& "hen !o you Bought Sony roduct and %hich productQ

a/ 8nder 1 month b/ 1 to F months

c/ F months to 1 year d/ ot sure

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

'III& "hich of these Sony brand have you used at presentQ

a/ *' > rojector b/ Kome 'ideo > Audio

c/ (aptop computer d/ !igital )amera

e/ Kand )m 'ideo )amera f/ ame

g/ Mobile hone h/ +ther Accessories

IN& "hat is your opinion about the prices of Sony products %ith others

roductQ

1


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a/ Kigh b/ (o% c/ Reasonable

N& +verall ho% do you rate the Duality of Sony branded productsQ

a/ oor b/ 7air c/ ood

d/ 'ery ood e/ #.cellent

NI& Are ou Satisfied %ith Sony service centersQ

a/ es b/ o

NII& Ko% li6ely are you to buy Sony Brand in futureQ

a/ 'ery (i6ely b/ Some "hat 8nli6ely

c/ ot sure d/ Some %hat li6ely e/ 'ery unli6ely

NIII& Ko% do you rate the performance of Sony staff and their product 6no%ledge,

SuggestionsQ

a/ 7air b/ ood c/ #.cellence

d/ erfect e/ ot Satisfactory

NI'& "ould ou Recommend Sony Brand *o 7riend +r RelativeQ

a/ es b/ o

If es "hy53^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

If o "hy53^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

N'& "hy did you prefer Sony brandQ

a/ Suitable rice b/ Better 7eatures c/ Stylish Appearance

d/ erformance e/ Advanced *echnology f/ +thers

N'& )an you recall some names of Sony brandQ


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a/^^^^^^^^^^^^^^^^^^ b/^^^^^^^^^^^^^^^^^^^^^^

c/ ^^^^^^^^^^^^^^^^^^^ d/^^^^^^^^^^^^^^^^^^^^^^

N'I& !id ou )ollected the information -mar6et survey/ before you purchased any

Sony productQ

a/ es b/ o

If yes %hat53^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

N'II& "hat is your suggestion to Sony )ompanyQ

a/^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

b/ ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

c/ ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

d/^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

e/ ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

4


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B$B$'O2RAP)Y&8

BOO6S&8

Mar6eting Management

-hilip 0otler / &

Brand Management

-(R Moorthi/&

Mar6eting Metrics5 *he !efinitive uide to Measuring Mar6eting

erformance-(aurent, illes/

!imensions of Brand ersonality

-Aa6er, E&(& -1

A PROJECT REPORT on Sony Brandawareness Sultan Ali Mba

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Transcript of A PROJECT REPORT on Sony Brandawareness Sultan Ali Mba