Project Title:- A study on measuring brand equity of Nokia‚ Cadbury and SBI. Brand equity:- Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name Keller‚ Kevin Lane (2003). It is also the intangible‚ but real‚ value of words‚ graphics or symbols that are associated with the products or services offered by a business. In other words it is the value - both tangible
Premium Qualitative research Quantitative research Scientific method
another. Brand Architecture • There are three key levels of branding: • Corporate brand‚ umbrella brand‚ and family brand - Examples include Godrej‚ Samsung‚ LG‚ Sony • Endorsed brands‚ Dual ‚ and sub-brands - For example‚ Nestle KitKat‚ Cadbury Dairy Milk • Individual product brand - For example‚ Procter & Gamble’s Pampers or Unilever’s Dove. Brand Architecture • Corporate brand‚ umbrella brand‚ and family brand – • Corporate branding is the practice of using a company’s name as
Premium Brand management Brand
Is consumer culture destroying cultural difference around the World? In recent global affairs it appears there’s no question that any sombre theory in contemporary society cannot ignore the importance of consumption. The World Wide Web is an emblematic example of how the global society has accessed the modern world (Ritzer‚ 2001). Globalisation had been described as the “worldwide diffusion of practices‚ expansion of relations across continents‚ organisation of social life on a global scale
Premium Globalization Consumerism Culture
MARKET: GLAXOSMITHKLINE CADBURY HEINZ NESTLE AMUL GLAXOSMITHKLINE BRANDS: - It manufactures and market the products like: - BOOST‚ HORLICKS‚ MALTOVA‚ and VIVA which occupy most of the market share. Products/Properties | BOOST | HORLICKS | Target market | 8-14 year old boys | Children between the age group of 8-14 | Market positioning | A convenient way to increase your intake of protein‚ nutrients and calories. | pleasurable nourishment drink | CADBURY: BOURN VITA Target market:
Free Nutrition Vitamin
buy because you want to try or feel again the taste. * When the customers want to raise his or her mood. * Customers buy Nutella because it`s his or her personal habit to choose Nutella like a kind of sweet. 3. Competitors | Nutella | Cadbury | Philadelphia Milka | Speculoos | Product | | | | | Since | 1946 | 1824 | 2012 | 1932 | Where | Italia | England | Switzerland - America | Belgium | Competitive advantage | Market leader | Products quality | Healthy spread | OriginalIty
Premium Target market Brand management Target audience
Cigarette and FMCG major‚ ITC has launched its first mass personal care offering‚ a high-end shampoo. After a year of speculation‚ ITC has launched its first mass market personal care product. ITC ’s shampoo brand‚ Fiama di Wills is in the premium segment‚ that’s growing faster at 44%‚ compared to 21% for the overall market. Interestingly‚ ITC didn’t introduce a new brand name for its shampoo. Instead it has opted for a brand extension of its two year old‚ super premium range of personal care
Premium Personal care Brand Hygiene
Variants of Central fresh by Wrigley. On the other hand non chewing gum based mint candies like Polo from Wrigley‚ Minto-Fresh from ITC‚ Cloro-Mint‚ Halls and its variants have further increased the options for consumers. The same market forced HLL and Cadbury‚ Parry‚ Candico and Joyco to shrink or move out of the market. With this market chaos four categories have emerged: Mint based candies with brands like Polo‚ Halls‚ Minto-Fresh; Milk and Chocolate toffees with brands like Nestle Éclairs and Kismi;
Premium Target market Brand Brands
• The Beginning and Growth of Kraft Foods - The year was 1903‚ the horse and wagon was hired‚ the lad of cheese which had been purchased‚ and the entire enterprise was started on $65 capital. - The driver was James L. Kraft‚ and J.L and his horse Paddy are the historic “co-founders” of Kraft Foods‚ now a division of National Dairy Products Corporation. - In the beginning‚ J.L drove to the market early each morning and selected the best cheeses available‚ which he then peddled to the
Premium Kraft Foods Processed cheese
IY1 MARETING Coursework 1 PART 1 A 1. How does JD Sports apply a winning marketing strategy and records substantial profits while a similar company in the same sector (JJB Sports) has failed and gone into liquidation? JD found its own model of marketing in the difficult economic and competitive market. It has a successful plan about marketing mix and SWOT analysis. JD’s target is very exactly and it is good at exploit opportunity. It also did well on the information exchange with consumers
Premium Marketing Sport
GLOBALIZATION (strategic decisions in context of Oreo and Renault) OREO: Kraft Foods‚ a part of Mondelez International‚ is one of the leading manufacturers of FMCG goods in the World- best known for its confectionary lines. Under Kraft Foods‚ Oreo has expanded all over the World- thus necessitating a perspective on marketing in hitherto unexploited markets in developing nations such as China & India. Kraft uses a multidomestic approach to Globalization‚ which they have adopted in view of several
Premium Developing country Marketing Brand