Brand Awareness Loyalty

8/13/2019 Brand Awareness Loyalty

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/ow a days brand is used to identify service or products manufacturer orseller, when we go through we see that many of the many modern concepts ofbrands and branding were formalised in the 6nited States at a rocter 78amble company in the late *9))s. :e get a good e-ample of importance ofbrand when we tal! about 0;irgin1 which is currently at the face of hundredbusiness strategies.

A brand will be a strong brand if peoples values match the values of brand.Brandings means adding value to the product


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into a loyal ones. 0Companies must handle problems and complaints withCareE Communicate, Ac!nowledgement, respect and regard andempathy1'


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Scott 8alloway stated a very good definition showing importance of brands intodays world of mar!eting that 0Brand is the face of a business strategy1' Scott 8alloway in Al!er, ())) @55+

another well appreciated definition of brand given by American


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*ffecti"e Brand (anagement

The concept of 0brand management1 was developed at rocter 7 8amble inthe 6S in the year *5) and is also !nows as product management .Ambler

'())5@9(+.

The main reason behind Brand management is to secure the products futureand services any company or organiation, and this is only possible with theformulation loyalty amongst customers creating emotional as well as rationalvalues. This results sales in mar!et place and stimulating affect on theperception of a companys products .If brand power is tied together in a properway organiation can easily ma-imie mar!et share and corporate profitability.Brands if handled and managed sensibly can provide their owners aconsiderable benefits and rewards.

&avis '())( @+ says that the following benefits accure to the company thatmanages is brands effectively@

Loyalty derives repeat businessE A recent study by Bob asi!off, president ofbrand !eys, shows that an increase in customer loyalty of only ?H can liftlifetime profit per customer by as much as *))H.

remiums price of brand allow higher margins Starbuc!s represents theultimate e-ample of a strong brand driving a premium price resulting in greater

profit.

Strong Brands lend immediate credibility to new one in product introductions.A well established brands can provide instant credibility for a new product.8illettes


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The lever for attracting best employees along with !eeping satisfiedcustomers is Brand Strength Companies li!e cocaEcola,


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consumer realises about a brand can be defined as brand association itaccording to him it create positive consumer attitudes towards brands, thusinfluence consumer buying decision process.

=apferer '*G+ says that brand is li!e a living memory. The memory factor

e-plains why individuals preferences endure and why within a givengeneration people continue to prefer the brands they li!ed between the agesof seven and eighteen' 8uest *3, Kry et al., *G5, %acoby et al., *G9 in =apferer *G+. This isproof, if it was ever needed, that strong brands do have a longEterm effect onpeople.

It is imperative now to ta!e a more focussed loo! on the three constructs thatconstitute the basis of this study. The first to be analysed will be brandawareness followed by brand loyalty and brand image.

Brand A'arene##

a number of the definition if the term 0 Brand Awareness1 abound, afundamental definition of the term is given by Aa!er'**@ *+ 0 Brand

Awareness is the ability of a potential buyer to recognie or recall that a brandis a member of certain product category1.

&avid Aa!ers '**+ ground bra!ing wor! 0managing brand e"uity1 details

with the concept of brand awareness comprehensively. Dence, it has beenuse here as a main reference, although it has been complimented with otherreadings.

Aa!er says that brand awareness involves a lin! between the product classand the brand. Kor e-ample, the use of the large balloon with the word Levison it may ma!e the name more salient, but it will not may necessarily helpimprove brand awareness. Dowever if the balloon is shaped to resemble apair of Levis 5)* >eans , the lin! to the product is provided, the balloonseffectiveness at creating awareness is enhanced. Aa!er '**+.

By using the brand, perceiving it and being confronted with it throughadvertising, consumers learn about its meanings. All this information isconnected associatively to the brand name. the richer this associative networ!is, and the stronger the associations the greater the chance of consumersthin!ing.


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&e"el# of Brand A'arene##

0Brand Awareness involves the continuum ranging from an uncertain feelingthat the brand is recognised, to a belief that it is the only one in the product

class. This continuum is presented in the M Awareness yramids ' Aa!er** @ (+

Levels of Brand Awareness ' Aa!er, **+

Aa!er stated that 0the minimal level of brand is recognition which is basedupon aided recall test where respondents are given a set of brand in a productcategory and as!ed to identify those that they had heard of before. Thus,although there needs to be lin! between the brand and the product class, itneeds not to be strong. Brand 2ecognition is particularly important when a

buyer chooses a brand at the point of purchases1 'Aa!er ** 4(+.

Kranen et al, ' ())*+ stated that the situations in which none of the choicealternatives is well represented in or memory, brand familiarity ' recognition+will be the determinant in the choice process. The purchases in whichconsumers regularly choose and reEchoose because of the awareness storedin his memory, aided brand awareness i.e. brand recognition has hardly anysignificance.

If we see further we see that brand recall is the further level dependent on

as!ing a person to name brand in a product class. This is 06naided recall1because , unli!e in the recognition tas!, the responded is not aided by havingnames provide. 6naided recall is a substantially more difficult tas! thenrecognition, and is associated with a stronger brand position. The first namedbrand in an unaided recall tas! has achieved topEofEmind awareness. 'Aa!er**+

Strategic ;alue of Brand Awareness

Brand Awareness provides a sustainable competitive advantage and can be a

!ey strategic asset for the company ' Aa!er *9+The following are the banifits of creating a higher brand awareness ' Aa!er**@ 5+ ' Kigure 5+4

Anchor to which other association can be attached @ Brand 2ecognition is thefirst basic step in the communication tas!. It usually is wasteful to attempt to


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communicate brand attributes until a name is established with which toassociate the attributes.

KamiliarityNLi!ing@ Awareness provides the brand with fimilarity and people li!ethe familiar. They are prepared to ascribe all sorts of good attitudes to items

that are familiar to them ' Aa!er et al., ()))+. specially for low involvementproducts li!e soap, chewing gum, sugar , facial tissues etc., familiarity cansome times drive the buying decision.

SubstanceN Commitment@ /ame awareness can be a signal of presence,commitment and substance, an attribute very important to consumer buyers ofdurables. The logic is that if a name is recognised, there must be a reasonli!e@

The firm is widely distributed.

The firm has advertised e-tensively.

The brand is successfulEothers use it.

ven if the person has not been e-posed to advertising and !nows little about,brand awareness could lead to the assumptions that the firm is substantialand bac!s the brand with advertising.

Brands to consider@ The role of brand recall 'discussed earlier+ is crucial for

fre"uently purchased products li!e coffee, detergent, serials et. Severalstudies have demonstrated the relationship between top of mind recall andattitudeNpurchase behaviour. $ne such study, of si- brands in the threeproduct classes 'Kast food, Soda and ban!ing+, showed large differences inpreferences and purchase li!ely hood, depending on weather the brand wasfirst, second or third mentioned in an unaided recall tas! ':oodside and:ilson, *9? in Aa!er, **+. Sometimes it is possible that people recallbrands that they disli!e strongly.

Benefits of Brand Awareness 'Aa!er **+

A number of researchers besides Aa!er have also demonstrated that brandawareness is a particularly important concept relative to brand evaluation inpredicting and e-plaining consumer choice behaviour. Kor instance, Arch 8'* @59+ refered to A-elrod '*9 , *9+ demonstrated that topEofEmindawareness 'T$


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brandEswitching behaviour. A-elrod '*9+ in Aech 8'* 4 59+ emphasiedthe needs for developing valid and reliable intermediate survey indicators ofwhether mar!eting and advertising influence product and brand choicebehaviour because of the greater e-pense and time necessary fore-periments to measure the impact of mar!eting and advertising actions onsuch behaviour.

Daley et al, '*G in Dolden et al., *(+ postulated that brand awareness ismore important than attitude. This nation was supported by Dauser '*G9 inDolden et al .,

*(+ who, using an information theoretic approach, reported that theprobability of inclusion of the brand in the evo!e ' recalled + set accounts formore variation in brand choice thus brand attitude 'Dolden et al., *(+

Similar to Aa!er ' **+, Dolden et al, '*(+ also say that in the case of lowinvolvement purchase, Brand recall may be reason enough to buy the brand' that has been recalled

Also a high degree of brand awareness is lin!ed to higher sales due to thefactor of 0 Social desirability1 .


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consumer reorganisation ' when the product is recognised and bought fromamong a host of unrecognised products+, consumer preference ' whenpervious use or advertising has created a favourable preference in theconsumers mind+ and consumer insistence. The third stage is the pinnacle ofbrand loyalty where the consumer approaches the purchase of an article withthe attitude that he will accept no substitute ' Copeland, *(5+.

/ifferent Perception# of Brand &oyalty

0 Brand Loyalty is the biased behavioural response e-pressed over time bysome decision ma!ing unit with respect to one or more alternative brands outof a set of such brands1.


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mar!eting advantages, such as favourable word of mouth, which, in turn mightincrease mar!et share1.

But the findings of &all$lmo 2iley et al. '*G+ discerned that the attitudinalloyalty of many individual consumers appears to be fic!le, According to them,

various studies 'by Achenbaum, *9( repeat responses ranging about ?)H inindividual attitudinal answers 'e.g. Taste /ice1+ at two subse"uent times,independent of the attitude scales used and from the length of the intervalbetween interviews. $verall their interpretation was that specific attitudinalbeliefs do not seem to be very strongly held but vary stochastically ' inrandom manner+ '&all$lmo 2iley et al., *G+

2othschild '*9G+ at the university of :isconsin, evaluated brand loyalty asencompassing only the behavioural aspect. De suggests that a psychologicalprocess that may e-plain brand loyalty is the one of behaviourism. The central

concept of behavioural learning theory is that behaviour that is positivelyreinforced is li!ely to reoccur while that which is not reinforced, or punished,will be e-tinguished. Consumers become loyal to brands that are reinforcingto them@ good decision are reinforces while poor decisions are not' 2othschild, *9G+. &e!impe et al, '*G+ also share 2othschilds '*9G+ viewand say that the approach is >ustified as behaviour is observable and henceeasier to measure.

2ichard lliott and Larry recy "uoted Kranen '*+ saying that loyaltybrand users have a high degree of bonding with the brand and do not showmuch of an urge to switch. Its basically the bonding here meant was part ofbrand e"uity but it necessarily doesnt need to be a function of brand e"uity.also if its contribution is there. Loyalty of a brand may be not habitual or it canbe the high cost of switching to another brand. But when there is a genuinepreferences involved it really contribute to brad e"uity.

#uester et al, '())5+ say that the behavioural approach to Brand Loyalty'ta!en by 2othschild, *9G 4 &e!impe et al., *G+ many present an oversimplistic view of the construct. Behavioural definitions are insufficient toe-plain how and why brand loyalty is developed and modified in consumers' &ic! and Basu, *3 in #uester et al., ())5+. 2epeatedly buying a brand'behavioural approach+ may reflect only the convenience inherent in therepetitive and habitual behaviour rather than any real commitment to thebrand purchased '#uester et al., ())5+.

Dabituals as termed by '=no- *G+ in #uester and Lim., ())5+ display onlybehavipural loyalty and are very li!ely to switch brands if there routine


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purchases cycle is disturbed. 0Kor Mhabituals and Nor spurious loyals. Thebrand is not closely tied to the consumers belief system, so they can be easilyattracted by a competing brand that offers a better deal, a coupon etc.Behavioural definitions, therefore, essentially fail to distinguish betweenhabitual or spurious loyalty and true ' or international+ loyalty and it may bemisleading to infer brand loyalty from merely overt purchase behaviour1'#uester et al.,())5 @ (G+.

Kournier et al, '*G+ have analysed the concept of brand loyalty in new lightand have come up with some very interesting insight regarding the same.

According to them, '*G+ a ma>or assumption while reaching the concept ofBrand Loyalty is that loyalty process is a Blac! and white "uality. Thistendency towards dichotomy not only precludes attention to loyalty levels andtype, but also blinds the researcher to the value that may e-ist in relationshipclassified as &isloyal ' Kournier et al. *G+

The research of eight brand loyal coffee drin!ers by Kournier et al, '*G+revealed three intriguing loyal consumerEbrand relationships namely martialcommitment, falling in love consumers brand relationships namely martialcommitment, falling in love and best friendship. ach of the aboverelationships share a strong and meaningful life theme connection that addssignificant value in the consumers mind.

$n the other side, Kournier et al ., '*G+ also found some rather pi"uant /onELoyal 2elationships. $ne of the interviewees shared meaningful relationshipswith not one, rather three coffee brands. Kinancial limitations prevented himfrom bonding e-clusively to one brand. 0By connecting at the level of !inship,a portfolio of brand candidates that at first glance appears as a set ofinterchangeable substitutes is revealed as a family of meaningful partners inthe consumerEbrand environment1 'Kournier et al., *G @35+.

Kournier at al, '*G+ say that the e-isting brand loyalty measurement processemphasies shareEofEuse over the strength and character of brandrelationship form. This approach is flawed in their opinion because 0As withpeople e-pressions of loyalty need not be associated with e-clusivity, but withemotional tenor and sincerity of intentions over time. Also, li!e normal humanrelationship, brand loyalty may sour overtime and subse"uently change.

In accepting the power of both Brand and Consumer to affect the relationship,loyalty is better appreciated as a dynamic phenomenon1 'Kournier et al.,*G @3G+. A consumerEbased conception of loyalty that recognies multiEbrand relationlity and the delicacy of even a strongest of consumerEbrand


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bonds seems more aligned with the realities of todays varietyEfilledmar!etplace. 'Kirat and ;en!atesh, *? in Kournier et al., *G+

The biggest criticism of the wor! of Kournier et al, '*G+ is actuallyac!nowledged by their own selves when they say, while attention to a single

product category provides a common ground on which the loyaltyphenomenon can be e-amined, it does by definition limit the generaliability offindings obtained1 'Kournier et al., *G @3?3+

It would be appropriate to conclude this section by "uoting the views of twoauthors@

In summary, an appropriate measure of brand loyalty appears to be lac!ingand the incorporation of relative attitude in the measurement of brand loyaltyis necessary to understand its underling structure1 '#uester et al ., ())5 @(9+.

:e have not yet articulated a definition of Loyalty that is valid at the level oftodays consumer e-perience1 'Kournier et al., ())5 @3?3+.

&ink bet'een the degree of product in"ol"ement andbrand loyalty

roduct involvement involves an ongoing commitment on the part of theconsumer with regard to thoughts, feelings and behavioural responses to a

products category '


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The brand loyalty of the e-isting customers represents a strategic asset whichif managed properly has the potential to provide immense value to the firm' Aa!er, *G+ &ic! and Basu '*3 in Chaudhuri ()) 4*(3+ say that loyaltyrelated mar!eting advantages include favourable word of mouth and greaterresistance among loyal consumers to competitive strategies.

In one International %ournal of Sport


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Brand loyalty provides a firm with time to respond to competitive movesE somebreathing room. If a competitor develops a superior product, a loyal followingwill allow the firm time needed for the product improvement to be matched orneutralised.

Aa!er '**+

Benefits of Brand Loyalty ' from Aa!er, **+

Creating and enhancing brand loyalty

There are several ways of increasing brand loyalty getting customer toarticulate their problems provides an effective mechanism to increasesatisfactionNbrand loyalty.

Companies can learn to recover from mista!es. 0A good recovery can turnangry, frustrated customer in to loyal ones1, and its possible with CA2communicate, Ac!nowledge, 2espect and regard, and mpathy1

Aa!er '**+ suggested the following rules to the companies in order toenhance brand loyalty.

Treat Customer 2ight@ Customers basic e-pectations should be fulfilled byproductN service.

Stay Close to Customer@ Companies with strong customer cultures find waysto stay close to the customers. the good e-ample of this is IBust by providing a few e-tra une-pected services. A minute onthe pillow, an e-planation of a procedure or a sample from a ba!ery can reallyma!e good impression. Aa!er '**+


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nhancing Loyalty ' Aa!er, **+

Brand Image

he Image concept from a hi#torical per#pecti"eSigmund Kreud was one of the first to use concept of image. The term imagecomes from contemporary psychology and means Ma picture in the mind. Itmust be noted that the image is not limited to visual representation.

Kranen and Bouwman '())*+

/ifferent Perception# of Brand Image

According to :ood Identity and image are the !ey components of brandingwhich are the ones that considered as crucial issues to be achieved in todaysbusiness environment as they create sustainable, differential competitiveadvantage over the competitors ':ood, ()))+

=otler '*99+ defines brand image as the opinions of consumers about aspecific brand. $n the other hand Aa!er '*+ suggests that brand image isa set of associations, usually organised in some meaningful way


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which can come from a variety of sources these sources includes consumere-periences, mar!eting communications and or word of mouth, they canconsist of descriptive information 'eg. Comes in a blue carton+ benefits 'e.g.will not raise cholesterol+, evaluation of specific aspects of the brand 'e.gprovide e-cellent service+ andNor purchaseNconsumption situation 'e.g a treatfor the !ids+

2omaniu! et al., ())5+

S.&avis '())(+ concept of brand image states that Brand image has twocomponents@ the association customers ascribe to the brand and the brandspersona. &avis mentions that brands association is helpful in understandingvarious advantages a brand gives to customer by playing a part in their lives.&avis stated that Brand persona is a e-planation of the brand in terms ofhuman characteristics helping out understanding wea!ness and strengths and

the better way of positioning it.

Brand association is more of a benefits and power boosting approach of brand' &avid ())(. &avis coated the e-ample of &ove Soap as they claim to haveone "uarter cleansing cream which laddered softer s!in into the benefit ofbeing more attractive which seems to be connected to an ultimate humanvalueE which is love and love is on top of everyones emotional benefits list1' in &avis ())( @5+.

Schult '*+ states that brand image is generated through brand

association. The consumer relates the brand to other concepts, bothfavourable and unfavourable

&avis also stated that Brand ersona is a set of human characteristics thatconsumers associate with brand, such as personality, appearance, values,li!es and disli!es, gender, sie, shape and intelligence which brings brand tolife and allow consumers to describe it to others as they would a friend. Kore-ample the 2alph Lauren persona is classy4 stylish4 comfortable4 familyoriented4 cool4 male and female4 fu4 graduate school4 allEAmerican. Thisma!es it obvious why this brand has crossed so many boundaries andcategories, from paints to furniture to men and womens fashions to babyclothes. '&avis ())(+

2alph Laurens Brand ;alue yramid ' &avis ()))+ cited in &esign for si-sigma for service

By =ai Jang '())?+


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Chapter 3

0Country and Company introduction1

This chapter gives brief introduction about Servis Shoes Copmany situated ina!istan.:e have discussed briefly about a!istans economic condition, itsareas of trade and specialiation, along with the history and bac! ground of0SSC1, as what is the companys profile by means of its their business,number of employees, branches and how wide SSC serves in a!istan.

Introduction f Paki#tan

a!istan came in to being in *3G and or earner of foreign e-change in a!istan and about )H ofleather products in finished form is e-ported.

'The world factboo!, Cited ** $ct ())+

rgani#ation Bacckground:0

S2;IS 8roup is amongst a!istans most respected and reputed corporatecitiens. It was *?9 when S2;IS came in to being and today it has becomea largest footwear retailer manufacturer and e-porting group operating withina!istan and generating about more than =2 *( billion form its overall sales.

Currently S2;IS is operating a large scale networ! of about 3)) retailoutlets with ?))) dealers and wholesalers in a!istan.

roup of Companie#

The Servis 8roup has a rich heritage that spans over half a century and is oneof the most respected corporations in the country.


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Today the Servis 8roup is a!istanPs largest footwear manufacturer ande-porter with interests in wholesale and retail sectors. :ith a growing portfolioof brands and a nationwide networ! that touches millions of lives everyday,Servis is one of the foremost brand names in the country.

The Servis 8roup currently employs close to ))) people in its following8roup Companies@

Service Industries Limited 'SIL+

Service Sales Corporation rivate Limited 'SSC+

S2;IS I/&6ST2IS LIratand


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Servis Shoes is one of the a!istans famous shoe brand, offering a range ofits own label footwear. Aim of SSC is to provide all customers with the verybest value for money and offering them with a best "uality shoes in the wholecountry and abroad.

or brands of Servis Shoes are

&on Carlos, Cheetah, Cala, Lia,To, and S!oo, all these footwear brandshave a huge variety of designs and styles fulfilling needs of every one ina!istan

Chapter %

$e#earch (ethodology

The methodological basis of studies is part of this chapter providing the coreresearch philosophies, design, method of sampling and population, andmethods of collection of data.

Core 2esearch hilosophies@

0Theories, methodologies cannot be true or false but it can be more or lessuseful1

'Silverman, *3+. &ifferent research philosophy and difference between"ualitative

and "uantitative research are also discussed. #uestionnaire and telephonicinterview

is one of the basic process of collecting data which is highlighted in thischapter.

Theories of 2esearch@

The two types of research mentioned by Collis and Dussey '())5+ 0positivistphilosophy, in sciences is based on facts and causes and gives little attentionto the sub>ective state of the individual1 in other words logical reasoningapplied in the frame of ob>ectivity, rigour and precision in the investigation ofresearch problem1

' Collis and Dussey, ())5+


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henomenology@

The phenomenology has e-tensive history in philosophy and sociology. It is

describe as 0understanding the social phenomena from actor own

perspective,

e-amining how world is e-perienced and what people perceive it1 'atton())(+.

The phenomenological philosophy, on the other hand, has developed out of acriticism of positivism. Babbie '())*+ states that 0phenomenologicalphilosophy focuses on understanding of individuals in terms of their owninterpretations of reality, as well as the understanding of society in terms ofthe meanings that people ascribe to the societal practices in that society1.

Social scientists argue that physical science deals with outside ob>ects whereas social science deals with action and behaviour generated in human mind.They also mention that interrelationship between investigators and what isinvestigated was impossible to separate. Therefore it is assumed by Dusserl'**5+ that 0we can only !now what we are e-perience1.

This research done on SSC is based on positivism approach because it isstructural and is not possible to adopt phenomenological approach by going toanother country and wor!ing with these companies or observe them.

Approache# to $e#earch:

The main concern which comes to mind before starting a research is that howto collect data by conducting interview, "uestionnaire or collection of datathrough observation of from secondary data. Saunders, Lewis, Thornhill ,'())5+ presented a very uni"ue research process called M$nion in which theymentioned layers of research after realiing and removing each layer we canfind better way to research.

diagram

2esearch philosophy

The way of thin!ing about how to develop !nowledge effects is the philosophyof research. 2esearch is referred as 0a systematic investigation designed todevelop or contribute to generalisable !nowledge1 ';irginia.edu, ())9+.'B+


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:e see different views of research process which are ositivism,interpretivism and realism. These three lies in outer layer of $nion ect of research.

'2emeny et al, *9+

Interpreti"i#m:

It is stated by Saunders, Lewis, Thornhill,' ())5+ that laws in business world is"uiet different from the physical sciences so it is very difficult to wor! on

positivism idea in business research, therefore researchers consider the ideawhich is build socially and is called interpretivism which is the accumulativepossible dissimilar interpretation researcher find himself.

$eali#m:


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2ealism is defined as an e-ternal force which in social sciences and study ofbusiness management that effect people interpretation and behaviour withoutthe awareness that they are affected by some forces. ''Saunders, Lewis,Thornhill, ())5+ stated that realism is a e-isting reality which is independent ofhuman thoughts and beliefs. The !ey characteristic of realism said by Trigg'*9)+ that it is Mthe notion of ob>ectivity of things being the case, peoplerecognise them or not. Another good definition given by Li!e schloc! '*9*+was that what is real is only which may be observed and measured, hereversion of realism are silenced.

Approach to $e#earch:

According to 'Saunders, Lewis, Thornhill, ())5+ there are two types ofresearch

#uantitative and #ualitative. 8houri and 8rounhaug '())?+ said that thedifference

between #ualitative and #uantitative research is all about procedure insteadof

"uality.

Although a "uantitative research is more formalied and structured than"ualitative research and is realistic to use the latter to ma!e optimumutiliation of time and resources. The "ualitative approach helps to analyedata inductively.

uantitati"e:

#uantitative methods provide large number of responses that are suitable forthe statistical analysis. This method is used to put to data on the figure andgeneralise the outcome from the sample to the population. Krom the"uantitative research methods survey method is used in order to classify as

well as count the regularity of the identified population 'Collis and Dussey,())5+.

':right and Crimp, ()))+ states that "uantitative research is carried out to!now how many people have similar characteristics and views .The data thatis collected from "uantitative research can be charted, graphed ande-pressed in numerical form and is used to perform comparative analysis.


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ualitati"e

Creswell describe "ualitative research by saying that it is a study of things orpeople in their natural setting trying to ma!e sense or understand phenomena

which people bring to them. In this research data collected by interviewing andobservation.'D+ another definition given by 2ain '*9G+ defining the !eydifference is that 0"uantitative research wor! with many cases and only somevariables whereas "ualitative research only uses numerous variables and fewcases.

Alain, ()) presented a table showing some ma>or "uestions which caninfluence the choice of an approach

=ey areas

#6ALITATI;

#6A/TITATI;

roblem

Comple-, &iffuse, ambiguous

wellEdefined, 6nambiguous

#uestioning

$penEended

Closed

$b>ective

Identify and define categories that may evolve during the research process

Identify and &efine Standard

Categories at the outset of the study

Sought models

Interconnections between a large number of categories@ capturing comple-ity


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2elations clearly specified between a limited set of categories@ loo!ing forsimplicity

2esearcher 2ole

A research Instrument in itself, aware of the self influence , particular s!illsre"uired to gather data.

Avoids biases, no particular s!ills re"uired.

-planation

Concerned with inEdepth understanding, hidden layers of meaning

Straight and superficial e-planation.

Intention

A deep understanding of the phenomenon

Control of distribution and generaliation issues.

The research is consisted of both #ualitative and #uantitative research. &atacollected via telephonic interview and from "uestionnaires through email, thisis because SSC is situated in a!istan and is research is being held from

6nited =ingdom.

2esearch &esign

S$62CS $K &ATA C$LLCTI$/@

There are two main different types of sources from which data is collected!nown as

Secondary /ata

The data previously available upon which research is conducted for anotherpurpose is called secondary data. Bo>anic et al '())?+ advised that it is betterto go through secondary data before collecting data because it informationneeded can be gained through secondary data or can help in ma!ingdecision. Collecting secondary data is ta!es lees time then primary data which


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can ta!es wee!s and months for the research process, another advantage ofsecondary data is that it does not cost as much collection of primary data can.

2obert et al '())?+ mention in the boo! 0The mar!eting research guide1 thatsome researcher divide secondary data sources into two groups mention

below.

Internal data sources

-ternal data sources

Internal secondary data is useful for organisations because it is collectedwithin organisations and is useful for mar!eting and production information.Internal data includes invoice records, sales record, income statement,inventory records, production report and schedules, budgets, and feedbac!

reports from distributers etc.

$n the other hand e-ternal secondary data is found outside organisation, it ismostly found in libraries, websites, and common guide to secondary data.2obert et al'())?+ stated that secondary data can also be gained by boo!s,articles related to these topics, associations who provide secondary data on aspecific industry, annual reports and trade association reports, etc.

Primary /ata

rimary data is more or less dependent on observation method which is theoldest method and is "uiet common, it reduces the biasness usually occurredin face to face interviews. . rimary data is gathered through

$bservational methods and "uestionnaire method This method involvesinterviews, telephonic interviews, focus group interviews, mail "uestionnaire,door to door interviews and also involves personal interviews.

Longenec!er '())+ stated that 0The


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specific "uestion about pro>ect and general aim of pro>ect. It is the fle-ible wayof data collection process.

There are three types of interviews as mentioned my Saunder et al '())5+

Structured interviews

Semi structured interviews.

6nstructured interviews.

Structured interviews involves set of structured "uestions li!e whenrespondent are as!ed about what you li!e to eat the most researcher give himoptions for e-ample@ ;egetables, Beans or


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'Churchill *+The research done is e-ploratory study which is consisted ofboth "uantitative and "ualitative data, due to this nature of research"uestionnaires are designed as semiEstructured. SemiEstructured"uestionnaires natured as they involve predetermined "uestions along withrespondent own choice of answers relevant to proposed research.

mployment of semiEstructured "uestionnaire re"uires the use of closeEended"uestions as well as the openEended ones. In the closeEended "uestions, it isas!ed from respondents to ma!e choices among a set of alternatives, whereas openEended "uestions each respondent is left with a choice to give its ownopinion which is helpful in collecting factual data'Collis and Dussey, ())5+ 'B+

Sample and Population

Sample defined as 0a selected and chosen group upon which researcher carryout the research1 ':is!er, ())*+ whereas population defined as 0the full set ofcases which a sample is ta!en from1 ':is!er, ())*+.

It is an e-ploratory research about affective brand management and thebranding strategies adapted by one of the largest foot ware company 'SSC+ ina!istan, so for that "uestionnaire sent to the mar!eting department in thehead office of SSC which operates an advanced large scale networ! of morethan 3)) retail outlets and ())) dealers and wholesalers in a!istan.

Saunders et al. '())G+ suggested that 0sampling techni"ues provide a rangeof methods that enable to reduce the amount of data need to collect byconsidering only data from subgroup rather than all possible cases orelements1

/ata Analy#i#

The main purpose of this research is to find out how much SSC is successfulin creating and adapting brand management, what strategies are adapted bySSC to enhance brand loyalty amongst their customers and what are the

various ways SSC created a brand image which give them competitive edgefrom their rivals analysis also covers various steps ta!en by SSC to createawareness of their brand amongst their target mar!et. The aim of semiEstructured "uestionnaire is to obtain inEdepth answers to these perspectives ofeffective brand management research. In analysing data, "uantifiable data iscoded to ma!e it countable.


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Chapter

)inding and Analy#i#

Introduction

The research findings and analysis is divided in to two Stages. Kirst stagecarries the brief analysis driven by data collected from


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*. Kinance

(. D2 7 Administration

5. IT

'Core departments+

3.


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interlin!ed with each other so we focus on all these areas, as far as employeesie is concerned it really is important to us and we hire people with a piece ofmind and people with !nowledge and have urge to see! more, this ma!es usa strong team to build our brand and helps gaining increased number ofcustomers which leads sales generating revenue and so on boosting up theprofitability percentage.

SSC (arketing Strategie#

arget Audience:

Servis have a very large group which is !nown as its target audience, hence itis divided into groups, the general population carrying all the age groups,genders and classes and secondly the circle of 5))) wholesalers and dealers

all over a!istan. To serve and build a strong relation with this huge circle oftarget audience Servis adopts following branding strategies.

4hat are your 5alue# and belief#6

SSC core values are integrity, comfort, sentiment. Servis Shoes is always ahead in providing our customers and consumers their best weather it comesto variety of shoe range with affordable price or customer services of ServisShoes.


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Jear on year growth of more than 5)H is a clear e-ample of havingcompetitive edge on our rivals. :e have built our brands more aggressivelyover the past. :e seem to have a 0brand1 advantage over our competitor.$ther than Bata we are competing with unorganied sector at lower pricepoints and there 0"uality and trust reposed in our brand1 becomes our !eydifferentiator.

$n the top we are competing with more focused niche retailers or segmentspecialists. $ur primary differentiator against them is a store that offers goodvalue for money for entire family and doesnt limit itself to a particularsegment, for e-ample men only.

:e have not increased our prices in these last ( years as also providedconsumers variety of latest designs every season in different categories.

Single promi#e to cu#tomer#

Servis promise reliability, providing customers with their basic need the waythey want with the assurance of reasonable price, durability and availability.

Kor this we have set a certain standard and focusing on brand management ofServis Shoes adapting effective mar!eting strategies which is a way to get ourcustomer circle even wider with gaining customers trust and loyalty.

/i"i#ion of Audience targetingServis target audience is divided in two groups. $ne of these two isconsumers which are general population and second one is whole sellers anddealers. To loo! after these two groups SSC has made two separatedepartments :hole sale and 2etail departments, which serve these twogroups individually. 2etail &epartment manage around ?)) Servis outlets allover a!istan, and Servis wholesale department operate *? wholesalebusiness centres currently in business with 5))) dealers.

Product# benefit

Con#umer# pro#pecti"e

SSC design every product according to consumers perception and up tolatest mar!et design and standards. Servis Shoes always consider the choiceof people from different regions of a!istan considering the all the four


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seasons as in a!istan where ma-imum temperature goes till 39 and when itcomes down it goes below the freeing point. Servis Shoes offer footwearwhich always fulfil cultural needs of our customers, the durability and comfortmatters the most when it come to foot wear, and Servis Shoes is the first onewho too! the initiative to introduce 6 sole in a!istan in its huge range offootwear.

4hole#aler#7 /ealer# per#pecti"e

:hen it comes to SSC wholesalers and dealers, it is divided in to differentcategories li!e A, B and C class. :hole sales business centres loo! after theirwholesale dealers and assure that they facilitate their dealers to the highestlevel.

:holesale dealers get huge incentives and promotions. Servis providedealership to every one and any one lying in a certain criteria and fulfillingcertain basic re"uirements to be SSC wholesale dealer with >ust a charge of=2 *),))) which is refundable.

It simply means that any one can easily start business with SSC fulfilling easybasic re"uirements. Along with that SSC is the only Shoe company providingtheir customers all its stoc! at the discount rate of *)H on the wholesaleprice. This >ust does not finish here Servis provides H purchase bonus onthe completion of every months business. And one achieving its season

targets gets a national holiday tour incentive and on achieving targets perannum dealers receive abroad holiday tour as part of incentive.

Servis also compensate all the dealers when ever it reduces is retail price,though dealers gets compensated for the stoc! they bought and still to besold.

SSC also give all its supports in ma!ing and designing offices of their dealersand wholesalers which and refurbish them when re"uired

Creating brand# a'arene##Servis is todays most famous brand of a!istan in footwear industry and toachieve this position every department have wor!ed as a team.

SSC has always emphasised on mar!eting strategies which gave customers apositive brand image with the awareness of what SSC is selling newly.


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Ad"erti#ing

Advertising has always comes first when we tal! about Servis Shoesmar!eting strategy for creating its brand awareness and its been a really

successful way of conveying our massage of our brand to our consumers. Korthis Servis advertising budget is =2 *) mil. Television, 2adio, or role in conducting >ob fairs ina!istan, this is not all as SSC have offered hundreds with great >obs andcareer opportunities.

*n"ironmental Seminar#


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SSC created number of environmental seminars and has always paid a hugerole in helping and conveying to ma!e environment clean and healthy. SSChas also made huge contributions to help out the victims of the disastrousearth"ua!e in the history a!istan by hiring a medical team and providingthem with free medicines to those of victims o! Aad =ashmir.

Internet marketing

Servis is gaining more positive response since when it has launched allrelevant information by consumers prospective on its official website. Servis isnot selling online though but provides all it customers with any informationthey want as far as price and designs and new arrivals a re concerned

Spon#oring Sport# *"ent#

SSC has managed to sponsor many sports events li!e s"uash and hoc!eychampionships.

Building loyalty

The success of SSC has derived from its customers loyalty4 SSC has alwaysfulfilled its promises by providing its consumers variety of reliable and goodpriced footwear. As this was not all Servis provided its customers with ane-cellent customer services and have always communicated to its target

audience to get feed bac! in order to get more closer to the customers.Assurance of reliability giving customers promotions and reductions in pricesand communicating with them through advertisements has made consumersloyal to SSC.

&oyalty building #trategie#


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team of 3 sales persons. All the employees are well trained and are givenproper !nowledge of the footwear designs and sies. A special attention isbeing paid to improve customer services of employees.

Customer relationship toolsE with our newly launched pos in every retail shop

of Servis we are also trac!ing customer loyalty and rewarding more fre"uentor behaviourally loyal customers.

Large number of romotionsE Servis give number of promotions and discountsto its customers. These romotions are not >ust seasonal or festivepromotions inface its goes on throughout a year. Kor e-ample on purchase ofschool shoes for their children 3th purchase of school shoes is for free. $nbuying ( pair of shoes buy 5rd on half prise. 0Sale season1 a customerattracting promotion which gives up to ?)H discounts to customers at the yearends. Senior Citiens discounts is one of the promotions Servis provide to

their consumers who are ) and above by giving them ()H off for theirpersonal purchase, this is not all as Servis is giving students discount of *)Hthroughout the year.

$n purchase of school shoes a gift of a tennis ball along with a note boo! andpencil. 8iving customers /ew Jear calendars, special id greeting card ' Dolyfestive+, and free pair of soc!s with the purchase of spots articles, these allare promotion which are in practice and along with that we are still focusing onmore. Advertisements carrying greeting massages of /ew year, id anddifferent occasions by Servis to its target audience through television,magaines, newspapers and billboards. 8iving customers discount coupons.SSC give its customers the assurance of its brand reliability, it compensatescustomers by full refunding and by e-changing for their claims.


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reduces up to 5)H after one year of the product from the time its beinglaunched.

mployee training and Compensations E0$ur employees are our brandambassadors1. SSC strongly emphasise on employee training for how to treat

customers and consumers in more efficient and better way. SSC stronglybelieve that trained employees which are believed to be the real asset of thecompany as their performance is companys reputation. Servis wholesalebusiness centres is comprised of the team of AS


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centre 2awalpindi, in addition to this


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4hat i# your Age

In response to this "uestion it was seen that *H of the respondents lied inthe age group of *?E(), 53H were part of ()E(?, (3H respondent were in (?E

5) years of age and (H of the respondents were 5)E3) plus.

(aterial Statu#

In response to the "uestion of material status percentage of singlerespondents were ?(H where as 39H of respondents were married.

4hat i# you Profe##ion6

In answer to the "uestion about the profession 3(H of respondent stated that

they are students, *H were owning a business, ((H were salaried personand ()H involved housewives and retired people.

4hat i# your Income per month6

This "uestion concerns with identifying the income level of the participants.$n the "uestion about the income per month, H respondent stated that theyearn up to *),))) as most of them were students and wor!ing part time. 53Hrespondent stated that they earn *),))) to (), ))) per month where as *3H

respondent earn up (),))) to 5),))). ((H respondent earn up to 5),))) to3),))). (3H and about (3H respondent of the total said they earn more than3),))) per month.

,o' often do you buy #hoe# 6

In response to this "uestion a ma>ority of respondent said they buy shoestwice a year and they were 3H out of all, where as ((H of the respondentssaid that they but shoes three times in a year. *H of the respondents repliedthat they buy once in a year and 3H said it depends on the occasions and lied

in the category of others.

Buying of foot'ear in a year

*(H

((H


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3H

*H

3H

3 times a year

5 times a year

( times a year

once a year

other

Are you familiar of Ser"i# brand6

The relationship between perceived "uality and brand awareness has beenwell identified by Rimmermann et al. '())*+. It is suggested that familiarity withproducts or services increase the willingness towards buying these productsand increased awareness increase the perceived "uality

In response to this "uestion it is found that all the respondents were aware ofServis brand and which gave the percentage of *))H for the awareness of

Servis brand.

4hich indu#try did Ser"i# engage in6

In response to this "uestion every respondent mar!ed the option of footwearwhich shows that awareness of the business of Servis amongst people is*))H

/o you buy Ser"i# #hoe#6

In response to this "uestion 9GH of the respondents said that they purchasefrom Servis shoes whereas *5H stated they do not purchase shoes fromServis.

If you do not choo#e Ser"i# Shoe# 'hy6


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In response to this "uestion many different answers were received most ofthem said that they are not happy with the designs of Servis therefore they donot purchase Servis footwear. Kew of the respondents mentioned that theyprefer buying Adidas, /i!e and 2eebo! because they are more style orientedwhich showed there deep interest and attachment to these brands.

)rom abo"e 9ue#tion 4hy do you buy Shoe# fromSer"i#6

Brand association indicates what a brand is lin!ed in the memory ofconsumers and provides positive feelings that lead to the purchase of aproduct 'Aa!er, **+ and therefore create differential advantages over thecompetitors '2io et al., ())*+In response to this "uestion (H of therespondent showed their interest in choosing design of Servis shoes, 55H of

the people preferred Servis shoes by its "uality and 3*H of the respondentsaid that they choose Servis shoes because of reasonable prices.

,o' often do you #hop at Ser"i# Shoe# Store#6

The use of a companys product indicates mar!et penetration and maysuggest brand loyalty with repeated purchases 'Rimmermann et al., ())*+.

In response to this "uestion 35H respondents stated that they buy footwearatEleast ( time a year, second big percentage of 5H is of those respondentswho said that they buy once a year from Servis Shoe outlet and *9H peoplewere those who said that they go about three times in year to purchase Servisfootwear.

4here did you heard of Ser"i# Shoe#6

In response to this "uestion ma>ority of the respondents said that they aremuch familiar with advertisements of Servis on television, about G3Hrespondent said that they came to !new about Servis from television.3H

people said that they heard of Servis advertisements on 2adio whereas *)Hstated that through magaines they got aware of Servis Shoes, and *(H ofthe respondents said that they came to !new about billboards andnewspapers.

4hat i# you le"el of #ati#faction 'ith Ser"i# Shoe#6


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In answer to this "uestion (H consumers stated that they are more or lesssatisfied whit Servis Shoes and about 59H of the respondents stated that theyare completely satisfied with Servis brands.

,o' much do you #pend on the purcha#e from Ser"i#Shoe# 6

The percentage driven from the number of replies shows that most of theconsumers buy with in 2s(*)) which is much of a reasonable amount tospent when we tal! about a purchase of footwear in a!istan. About *(H ofthe consumers spent up to 2s 5()) on the purchase of footwear from Servisshoes. 3H buyers stays within the figure of 2s *))) which shows that Servisprovides number of shoes to its target mar!et with their choice and atreasonable price.

4hich pricing cla## doe# Ser"i# Shoe# belong to 6

Answering to this "uestion G9H respondents mentioned that pricing strategyof Servis Shoes covers middle class where as *3H said that it is offers itsproducts to low pricing class and 9H related it to high price class.

4hich Brand of Ser"i# you prefer the mo#t6

In response to this "uestion is was seen that all the brand of Servis Shoes arepreferred by its consumers. 5(H of the respondent li!ed wearing casualfootwear by Servis, ((H gave their response for smartNdress shoes, anotherbig group of respondent preferred sports shoes by Servis and last but not theleast ()H respondent choose children footwear by Servis.

/o you think Ser"i# Shoe# pro"ide# cu#tomer# 'ith"erity of de#ign#6

In answer to this "uestion (H respondents showed their satisfaction aboutthe designs manufactured by Servis Shoes, and 59H did not agreed on verityof latest designed provided by Servis.

Compare 'ith other #hoe #tore# 'ould you #ay that the9uality of #er"ice# you recei"e from Ser"i# Shoe# i#6


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Answering this "uestion 3H of the respondents said that they are muchsatisfied with the services given to them when they shop at Servis Shoesstores. ()H respondents rated it as fair and *H of the respondents said thatits the same.

/o you think Ser"i# Shoe# promotion# are effecti"e foryou6

In answer to this "uestion *?H of the respondent said that they are muchsatisfied with the promotions given to the consumers. (H of the respondentssaid that they are somewhat satisfied, whereas *H said that they are notsatisfied with the promotions give to the consumers. In this "uestion 3Hshowed complete dissatisfaction for the promotions given by Servis Shoes.

4hich Ad"erti#ement you or your family like the mo#tby Ser"i#6 4hy6

In response to this "uestion most of the respondents too! the name of thecric!et heroes li!e Shahid Afridi and :aseem A!ram and said we see them inServis advertisements so we li!e them. Kew respondents mentioned that theirchildren li!e to watch the add of Servis 0Bac! to School1 because it says n thepurchase of school shoes and get tennis ball with the signature of cric!etstars. In the list advertisements by Servis &on Carlos and id ' Doly Kestive+

advertisements were also mentioned by the respondents.

4hen Ser"i# relea#e late#t de#ign of foot'ear tomarket 'ill you hurry to buy it6

In answer to this "uestion 3)H of the respondents said that they probablywould go to buy new footwear launch by Servis, where as 53H showed theirdeep interest in going to buy latest designs launched by Servis, (H said thatmaybe they will might not.

Are you 'illing to #pend more on the purcha#e of Ser"i#Shoe#6

In response to the "uestion from the consumers of Servis products about theirwill to spend more 3H of the consumers said definitely not where as 59H


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respondents said they are not sure about it. *H people answered that theymight can spend more on the purchase of Servis footwear.

If you had the opportunity ho' likely 'ould you be to

recommend the Ser"i# Shoe# to a friend or a relati"e6In response to this "uestion 3H of the respondents said that they definitelywill recommend Servis brand to others, 5(H respondent showed a positiveattitude in telling their friends and relatives about Servis brand and 3Hrespondent said they might will.

Summary:

In this chapter researcher discussed the findings of the mar!eting strategies

adopted by SSC to have effective brand management followed by responseand involvement of consumers to Servis brand as shown by pie charts. The"uestionnaire of both interviews is attached in appendi-.

The following chapter covers the results and findings in the light of interviewsand "uestionnaire with literature.

Conclu#ion

This chapter carries the conclusion of the above research, finding andanalysis with the comparison of literature.

The research was conducted to analyse the mar!eting strategies of ServisSales Corporation a!istan leading to effective brand management. To !nowwhat steps SSC has ta!en to manage their brand and created a positiveimage amongst their target mar!et, interview was ta!en by mar!eting head ofSSC, where as to find out consumer behaviour towards Servis brand, analysiswas done by interviewing *)) individuals through "uestionnaires andresponses are shown above in the form of pie charts.

The result shows that SSC has made very strong grounds and have managedits brand Servis very efficiently and efficiently in the mar!et.


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mar!et share as possible and for this the enetration Strategy is adopted bySSC.

It is found that Servis have the biggest mar!et share in footwear and millionsof people are the consumer of Servis brands. These consumers showed

repeat buying behaviour towards Servis brands saying that they buyappro-imately 5 timesN year from Servis shoes weather this purchase is fortheir own or for a family member. Larger number of customers stated that thereason of their purchase is the low price and "uality of the shoes.

It has also been seen from the feedbac! of consumers that all the products ofServis are e"ually famous and up to certain standards, and due to that everyindividual shops at Servis Shoes stores buy Servis footwear with theconfidence of buying footwear of their own choice.

Servis has created its awareness effectively by number of different wayswhich involves Advertising through television, radio, magaines, andnewspapers apart from that creating awareness by conducting >ob fairs,environmental seminars and sponsoring sports events differentiates Servisfrom its competitors.

Servis have managed to create it awareness very well amongst its audience,for this they have made sports stars of a!istan their brand ambassadors.

Advertising has been a ma>or mode by which Servis successfully hasmanaged to made such a positive influence on consumer perception that the

can recall it whenever they are as!ed about Servis brand.


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The diversity of Servis products is appreciated by the respondent in the"uestionnaire4 people believe that Servis provide latest designs along withreasonable price and "uality. ority of the consumers spend up to =2*))) to ())) on their purchase from Servis shoes.

SSC has shown its deep concern with the customer service and havemanaged to gain well repute in providing e-cellent customer service. Servishas launched pos technology which results in better customer service withta!ing less time to serve consumers efficiently. In a "uestion as!ed to theconsumers about the customer service of SSC *))H satisfaction resultedfrom their feedbac!.

Its has also been observed that Servis has emphasied also on e-tending itsnumber of retail shops which resulted in positive affect of availability of Servisroducts everywhere.

SSC truly belief that the position they have gained is not by >ust ma!ing aproduct and sending it to mar!et, it is all because of their employees and theirhard wor! and devotion in ma!ing Servis a famous brand in the region.mployees of SSC seem much satisfied with their >obs and are completelyaware of business strategy of the business SSC is dealing with. In interviewwith one of the manager of Sales


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'Brands and Branding By 2ita Clifton, %ohn Simmons, Sameena Ahmad())3 4*5+.

'8lobal mar!eting and advertising By


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Daley, 2.I. and Case, .B. '*G+ 0Testing thirteen attitude scales foragreement and brand discrimination1, %ournal of


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International


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Brand Awareness Loyalty

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