benish presntation

download benish presntation

of 21

Transcript of benish presntation

  • 8/3/2019 benish presntation

    1/21

  • 8/3/2019 benish presntation

    2/21

    07/12/2011 Brand Perception & Brand

    Brand Perception & Brand Equity ofBaby Accessory

    Products in Working Moms Perspective

    The main theme of this research is that how to createbrand perception and brand equity by using thedifferent marketing communication tools. This study

    is focused on baby accessory product in order torealize what working moms think, conceive, feel, andlearn upon Brands.

    The research results show that brand perception ofworking moms for baby accessory products are

    different when considered by marketingcommunication program regarding above and belowthe line activities.

    07/12/2011 Brand Perception & Brand 22

  • 8/3/2019 benish presntation

    3/21

  • 8/3/2019 benish presntation

    4/21

    07/12/2011 Brand Perception & Brand

    Introduction:This research is basically based on the brand

    perception and brand equity of the babyaccessory products, and conducted on theThailand economy and the market

    segmentation of baby products.

    07/12/2011 Brand Perception & Brand 44

  • 8/3/2019 benish presntation

    5/21

    07/12/2011 Brand Perception & Brand

    Thai market segments of baby

    accessory products:According to Thai market segmentation of baby accessoryproducts

    there are 4 segments consisted of super premium, premium,

    standard, and economy markets.

    The imported products from Europe such as Avent, andChicco are the super premium markets.

    Premium segment has Pigeon dominated this segmentation.

    Natur, Pur, Disney, and Angle stony are in the standardmarket.

    The economy market represented with many brands suchas Ju Ju, Joob, Toddy, and Pencil.

    07/12/2011 Brand Perception & Brand 55

  • 8/3/2019 benish presntation

    6/21

    07/12/2011 Brand Perception & Brand

    Marketing CommunicationPrograms:The competitors use different marketing communication

    programs to attract customers and capture market.

    The return of marketing communication investment istranslated into not only the tangible assets but also intangible

    assets such as brand awareness, image, and loyalty.

    The main customers for baby accessory products areseparated into two main groups.

    Firstly the end users are the babies who are unable to take any

    decision to buy which brand.

    They are not affected by any marketing communicationprograms and they did not perceive the brand of their use.

    07/12/2011 Brand Perception & Brand 66

  • 8/3/2019 benish presntation

    7/21

    07/12/2011 Brand Perception & Brand

    Opposite to the second group the moms who are thedecision maker for the purchasing products for theirbabies. The marketers use different marketingcommunication strategies that include above the line

    and below the line, to attract the working moms. Theboth ATL & BTL effect the buying decision of workingmoms.

    The main objective of the research is to investigatethe effect of different marketing communicationprogram toward brand perception and brand equity,

    also the relationship b/w brand perception and brandequity.

    07/12/2011 Brand Perception & Brand 77

  • 8/3/2019 benish presntation

    8/21

    07/12/2011 Brand Perception & Brand

    2. Literature ReviewTheoretical of BrandingBrand is the image that consumers have in mind. A brand isthus a product or service that adds dimensions that

    differentiate it in some way from other products or services

    designed to satisfy the same need. These differences may befunctional, rational, or emotional or intangible related to whatthe brand represents.

    Brand Perception:

    Brand perception is consumers ability to identify the brandunder different conditions, as reflected by their brandidentification.

    Today brands play a number of important roles to improveconsumers living standard and increase the financial value of

    firms Brand awareness and brand perceived quality as theimportant factors to create and maintain brand equity.07/12/2011 Brand Perception & Brand 88

  • 8/3/2019 benish presntation

    9/21

    07/12/2011 Brand Perception & Brand

    Brand Equity:Brand equity as a set of brand assts and liabilities linkedto brand that adds or detracts the product or servicevalue Brand equity is an important intangible asset that

    has psychological and financial value to the firm based onthe customers perspectives. The brand loyalty, brandawareness, and brand perceived quality are necessary tomaintain the brand equity

    Marketing Communication:The marketing communication is considered as the strategicactivities for

    brand managers to build and maintain the brand image of

    targeted customers . marketing communication is aprocess for managing the customer relationship that07/12/2011 Brand Perception & Brand 99

  • 8/3/2019 benish presntation

    10/21

    07/12/2011 Brand Perception & Brand

    3. Methodology &Research Design

    Population & SampleThe target population was the working moms whoare using baby accessory products and are living inBangkok of Thailand.

    The research was aiming to study working momperspectives toward only international brand consistsof Pigeon, Avent, and Chicco based on the differentmarketing communication program included above

    and below the line activities.

    07/12/2011 Brand Perception & Brand 1010

  • 8/3/2019 benish presntation

    11/21

    07/12/2011 Brand Perception & Brand

    Research Instrument:

    The study applied and adapted Likert Scale to measurebrand perception And brand equity of baby accessory productsand it includes the measurement of knowledge, abilities,Perceptions, attitudes and personality traits. A questionnaire

    was prepared consisting four different sections and distributedamong 400 working women for the sake of research.

    Section 1:in this section demographic profiles ofrespondent were studied i,e age, occupation, income,

    education, number of baby & baby age.

    Section 2: in this section 2 type of question contained theexisting

    Used and marketing communication programs that effect the

    brand perception.07/12/2011 Brand Perception & Brand 1111

  • 8/3/2019 benish presntation

    12/21

    07/12/2011 Brand Perception & Brand

    Section 3: In this section the questionnaire contained12 questions concerning the brand perceptions and perceivedquality of baby accessory products in working momperspective. procedures of brandperception allow working moms to focus attention what is the

    media likely to have most impact to gain their awareness andperceived quality. Brandperception was measured by both the functional and emotionalperception.Firstly, functional perception consists of innovation, quality,packaging, easyto clean, durability, variety. Secondly, emotional perception,differentiation, capability, modernization and safety.

    Section 4: The working mom brand equity, the questionnairecontained 8 questions regarding the brand equity, acceptability

    and brandattitud of bab acc ssor roducts in workin mom07/12/2011 Brand Perception & Brand 1212

  • 8/3/2019 benish presntation

    13/21

    07/12/2011 Brand Perception & Brand

    Data Analysis:The research used descriptive method to

    explain the characteristics of therespondents, the type of marketingcommunication program that they known,and the brand that they were using for theirbabies.

    Inferential statistics were used to making inferencesor judgments about a population on a basis of

    sample.

    07/12/2011 Brand Perception & Brand 1313

  • 8/3/2019 benish presntation

    14/21

    07/12/2011 Brand Perception & Brand

    4. Discussion of FindingsRegarding demographic, the study showed that working momwith agingbetween 26-32 years was contributed highest proportion of49.3%. Officeprofessional worker was contributed highest proportion of49.5%.

    According to brand used, working mom who has been using68.5% of Pigeon, 20.3% of Avent and 11.3% of Chicco brand.

    Marketing communication programs, above the line mediathat consisted of magazine, newspaper, radio, televisioncontributed 28.3%, Below the line program that consisted

    of marketing event, point of sales, hospital, andrecommendation contributed the highest proportion of41.8%.

    07/12/2011 Brand Perception & Brand 1414

  • 8/3/2019 benish presntation

    15/21

    07/12/2011 Brand Perception & Brand

    According to question of brand perceptionresult is that the clean is on high rank,innovation on the 2nd and verity was 3rd

    ranking respectively. Based on emotional perception

    Questions, safety was first ranking,modernization was the second, and the

    Third was differentiation.

    Moreover, the working moms haveperceived that Pigeon was easy to clean

    products, innovation, and safety07/12/2011 Brand Perception & Brand 1515

  • 8/3/2019 benish presntation

    16/21

    07/12/2011 Brand Perception & Brand

    Brand equity upon baby accessory products,working moms have attitude of good feelingtoward brand, good attitude and

    recommending others people to use.According to Pigeon brand the working momsfeel good toward brand, accept the brand andfeel that Pigeon brands supporting them tofeed and treat their baby easier. Workingmoms feel good and had good attitude andaccept upon Avent brand. Brand equity uponChicco products, they felt good and familiaritywith brand. They also accepted Chicco brand.

    07/12/2011 Brand Perception & Brand 1616

  • 8/3/2019 benish presntation

    17/21

    07/12/2011 Brand Perception & Brand

    5. Conclusion

    Due to findings, working moms who wereusing differences brand would be perceivedtheir brand with difference ways. Working

    mom who were using Pigeon perceived thatPigeon was innovating, Avent wasmodernizing and Chicco was safety for theirbabies all these results are collects throughdifferent communication activities that areimplemented on each brand in order to createtheir brand characteristic and branddifferentiation from other.

    07/12/2011 Brand Perception & Brand 1717

  • 8/3/2019 benish presntation

    18/21

    07/12/2011 Brand Perception & Brand

    According to

    Demographic: In Demographical segment income is a main source whichcreate difference in working moms decision. The differentlevel in monthly income created different attitude babyaccessory products.

    The working mom who had high income preferring to

    choose brand which have emotional appearances more thanfunctional appearances they were choosing brands that reflecttheir taste, characteristic and social status.

    As this study working mom has perceived Pigeon as brandacceptance and they also had well attitude, well feelingand also believed this brand is contributed them to feed andtreat their babies much more easier than others.

    Similarity to Avent working moms had well feeling, and wellattitude toward Avent brand.

    Chicco had a little contrast from others there was less well07/12/2011 Brand Perception & Brand 1818

  • 8/3/2019 benish presntation

    19/21

    07/12/2011 Brand Perception & Brand

    According to marketing communicationprograms, below the line and above the lineactivities were different based on the brandperception but were not different regardingbrand equity. It means both tools are keyfactors to build brand awareness andperceived quality simultaneously. However,the different marketing programs did not

    affect the brand acceptability and brandattitude.

    07/12/2011 Brand Perception & Brand 1919

  • 8/3/2019 benish presntation

    20/21

    07/12/2011 Brand Perception & Brand

    Finally, the result was found that there was

    the positive relationship between brandperception and brand equity. The brandperception is consumers ability to identify thebrand under different conditions, as reflectedby their brand recognition.

    07/12/2011 Brand Perception & Brand 2020

  • 8/3/2019 benish presntation

    21/21

    07/12/2011 Brand Perception & Brand

    Brand equity is an important intangible assetthat has psychological and financial value tothe firm. The premise of customer-based

    brand equity models is that the power ofbrand lies in what customers have seen, read,heard, learned, thought and felt about thebrand over time. In other words, the

    customers start to aware the brand, perceivethe quality of brand and then to accept thebrand and finally have good attitude towardbrand.

    07/12/2011 Brand Perception & Brand 2121