VIVEL SOAPBRAND EQUITY

GROUP MEMBERS :M1219 – Hemin RajoraM1256 – Vikesh BangeraM1259 – Vishal Shivkar

Brand Equity

A brand’s power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands

VIVEL SOAPSParent Company = ITCTagline/ Slogan Khoobsoorati bas main ; duniya muthi

main; Taazgi jo kareeb laayeUSP Beauty with confidenceVivel Soaps Bathing Bars & Soaps

1. Luxury Crème 2. Beauty Soaps 3. Health Soaps

Marketing and Strategic Overview

Target Group Vivel focuses on young consumers who are

looking for a change and people who are not necessarily tied to a brand for many years.

Has a push-pull strategy for promotion anddistribution. Major Competitors LUX, DOVE,PEARS, MEDIMIX

Background and Role of the Research

Effective measurement of brand equity is critical to the development of brand strategy

Role of Research To Estimate the market potential and perception

towards Vivel Soap as compared to competitors. To find out causes of not keeping the Vivel Soap

in stock. To determine whether the existing attributes of

product are meeting the requirements To identify whether any changes are required in

the existing product.

Objective

Business Objective To Understand Customer Brand

Attitude and The Profitability of marketing initiatives

to determine a brand’s financial value.Research Objective The research objective is to find the power

of the brand Vivel as compared to competitors on the basis of the consumer and Financial framework.

Type of Research

Descriptive ResearchSurvey studies

Written questionnairesPersonal interviews

Suggested approach

Qualitative Research

In-depth/ one-on-one interviews Observational research Quantitative Research

Questionnaires

Suggested approaches can be carried out on the basis of the following parameters.

Consumer based approach Brand Awareness Perceived value Brand Loyalty Brand associations

Financial based approach Market Share Profitability Time in Market Recent Growth

Reporting Requirements

PowerPoint Presentation Report consisting of statistical analysis

between Vivel and Other Soap brands

Timing A time period of around 4 months will be

required for research.

Existing Research or other information

BRAND LOYALTY AND LEVERAGABILITY: AN EMPIRICAL STUDY ON SOME SELECTED BRANDS OF SOAP

conducted by ZENITH International Journal of Multidisciplinary Research

REF: http://www.vivel.in/Bath-Care/Bathin

g-Bars-And-Soaps http://zenithresearch.org.in/images/

stories/pdf/2011/July/14%20MRINAL%20Brand_Loyalty_Final.pdf