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COMPARATIVE ANALYSIS OF SELECT BRAND STUDIES CONDUCTED

AROUND THE WORLD

Name: Sona Sara OommenRoll No: 93Faculty Mentor: Prof. Vidya Iyer

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Marketing Research Industry

Revenue Generated by Global Market Research Industry in Previous Years• Identify marketing problems• Solve those problemsPhases• Product research, Customised Services, Data Analysis, Field Services

Services Offered• 3% growth in global market research industry revenue from 2012 to 2013

Global RevenueRevenue (in bn. USD)

33.54

39.08 40.29

2011 2012 2013

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MDRA: Marketing & Development Research Associates

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

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Project Objectives

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

Project Methodology5

Ob

ject

ive

1 • Exploratory research

• Data collected from company websites and magazines

• Decided upon 4 companies conducting brand studies

Ob

ject

ive

2 • Exploratory research

• Secondary data collected from brand study reports organisations

• Benchmarking technique used to compare the different brand studies

Ob

ject

ive

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• 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

Ob

ject

ive

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Findings - Benchmarking MatrixParameters MDRA Nielsen Millward Brown Gensler

Type of Organisation Research & Consultancy ResearchResearch & Consultancy

Design & Consultancy

Audience General Public General PublicGeneral Public &

BrandsBrands

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 MeaningfulnessFeel Good on buying

favourite brand

Value for Money Value for Money DifferentiationSpend More on Favourite

Brand

Recommendation Recommendation SalienceRecommend Favourite

Brand

Need Fulfilment Need Fulfilment  Value more the Favourite

Brand

Durability      

Pride      

User-friendliness      

Serviceability      

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Brand Score Calculation

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

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Brand Score Calculation

Methodology

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

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Brand Score Calculation

Methodology followed by Millward

Brown

Calculating financial value

Calculating brand

contribution

Calculating brand value by multiplying financial

value and brand contribution score

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Recommendations

• 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.

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References

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

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