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M a r k e t i n g R e s e a r c h
BRAND EXTENSION
A G E N D A
Project description
Interview with an expert
Environmental context
Problem definition
Approach to the problem
...
P R O J E C T D E S C R I P T I O N
o To stretch or not to stretch?
o The turmoil at Kingfisher Airlines brings us to a
fu...
I N T E R V I E W W I T H A N E X P E R T
o Kingfisher airlines helped in creating a brand
image for Kingfisher beer
o Air...
E N V I R O N M E N TA L C O N T E X T
o Kingfisher Airlines has not been the only airlines
to have made losses over the l...
P R O B L E M D E F I N I T I O N
MANAGEMENT DECISION PROBLEM
Will Kingfisher Airlines’ turmoil affect the mother brand
ne...
A P P R O A C H T O T H E P R O B L E M
Objective/Theoretical Framework
- Consumer’s awareness of various Kingfisher produ...
A P P R O A C H T O T H E P R O B L E M
Research questions
o Have the sales of Kingfisher beer declined since Kingfisher
A...
A P P R O A C H T O T H E P R O B L E M
Hypotheses
o Consumers buy Kingfisher beer because they associate
it with Kingfish...
R E S E A R C H D E S I G N
Research design
Tool
Scaling techniques
Sampling plan
Sample size
Conclusive
Questionnaire
Lik...
R E S E A R C H D E S I G N
Information required
o Consumer’s awareness about the connection between
Kingfisher beer and K...
R E S E A R C H D E S I G N
Target population
o Consumers of kingfisher beer
o Investors of United Breweries
7/29/2013 PRA...
D a t a a n a l y s i s
Tools
o Chi-square analysis
o T test
7/29/2013 PRAXIS BUSINESS SCHOOL 13
C h i - s q u a r e a n a l y s i s
Hypothesis 1
o Null hypothesis rejected
Hypothesis 2
o Null hypothesis accepted
Chi-sq...
T t e s t
Hypothesis 1
o Null hypothesis accepted
Hypothesis 2
o Null hypothesis accepted
MR_xl.xls
7/29/2013 PRAXIS BUSIN...
N e t t a k e a w a y
o People buy Kingfisher beer because they
associate it with Kingfisher Airlines
o Investors invest i...
R e c o m m e n d a t i o n
The brand stretch is hurting Kingfisher’s
mother brand, Kingfisher beer. So they should
either...
P R E S E N T E D B Y
Avishek Mehra
Anil Nandyala
Gaurav Agarwal
Khanin Lahkar
Prashant Madhogaria
Sankha Ghose
Sourav Mad...
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Marketing Research project on Brand Extension

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Transcript of "Marketing Research project on Brand Extension"

  1. 1. M a r k e t i n g R e s e a r c h BRAND EXTENSION
  2. 2. A G E N D A Project description Interview with an expert Environmental context Problem definition Approach to the problem Research design Data analysis Net takeaway 7/29/2013 2PRAXIS BUSINESS SCHOOL
  3. 3. P R O J E C T D E S C R I P T I O N o To stretch or not to stretch? o The turmoil at Kingfisher Airlines brings us to a fundamental question: How far can you stretch a brand before you actually start hurting it? o Will the failure in the airlines business affect the mother brand? 7/29/2013 PRAXIS BUSINESS SCHOOL 3
  4. 4. I N T E R V I E W W I T H A N E X P E R T o Kingfisher airlines helped in creating a brand image for Kingfisher beer o Airline industry (India) has not performed well o Kingfisher airline’s poor performance did effect UB share prices but were later back on track 7/29/2013 4PRAXIS BUSINESS SCHOOL
  5. 5. E N V I R O N M E N TA L C O N T E X T o Kingfisher Airlines has not been the only airlines to have made losses over the last few years. Other than Indigo Airlines, all the other players in the market are suffering. Kingfisher has simply compounded those losses. 7/29/2013 PRAXIS BUSINESS SCHOOL 5
  6. 6. P R O B L E M D E F I N I T I O N MANAGEMENT DECISION PROBLEM Will Kingfisher Airlines’ turmoil affect the mother brand negatively MARKETING RESEARCH PROBLEM Do consumers and investors associate Kingfisher Airlines to Kingfisher Beer 7/29/2013 PRAXIS BUSINESS SCHOOL 6
  7. 7. A P P R O A C H T O T H E P R O B L E M Objective/Theoretical Framework - Consumer’s awareness of various Kingfisher products - Consumer’s perception of Kingfisher brand - Investor’s perception of Kingfisher brand 7/29/2013 7PRAXIS BUSINESS SCHOOL
  8. 8. A P P R O A C H T O T H E P R O B L E M Research questions o Have the sales of Kingfisher beer declined since Kingfisher Airlines’ failure? o Any negative change in perception of the consumers towards Kingfisher will end up in declined sales of Kingfisher beer. o Have the share prices of United Breweries declined due to Kingfisher Airlines’ failure? o Any negative change in perception of the investors towards Kingfisher will end up in declined share prices of United Breweries. 7/29/2013 8PRAXIS BUSINESS SCHOOL
  9. 9. A P P R O A C H T O T H E P R O B L E M Hypotheses o Consumers buy Kingfisher beer because they associate it with Kingfisher Airlines. o Investors invest in UB because they associate it with Kingfisher Airlines. 7/29/2013 PRAXIS BUSINESS SCHOOL 9
  10. 10. R E S E A R C H D E S I G N Research design Tool Scaling techniques Sampling plan Sample size Conclusive Questionnaire Likert & Nominal scale Random 100 7/29/2013 PRAXIS BUSINESS SCHOOL 10
  11. 11. R E S E A R C H D E S I G N Information required o Consumer’s awareness about the connection between Kingfisher beer and Kingfisher airlines. o Consumer’s awareness about the current situation at Kingfisher airlines. o The impact of Kingfisher airlines’ plight on a consumer of Kingfisher beer. o Changes in investment preferences, if any, of investors who invest in United Breweries. 7/29/2013 PRAXIS BUSINESS SCHOOL 11
  12. 12. R E S E A R C H D E S I G N Target population o Consumers of kingfisher beer o Investors of United Breweries 7/29/2013 PRAXIS BUSINESS SCHOOL 12
  13. 13. D a t a a n a l y s i s Tools o Chi-square analysis o T test 7/29/2013 PRAXIS BUSINESS SCHOOL 13
  14. 14. C h i - s q u a r e a n a l y s i s Hypothesis 1 o Null hypothesis rejected Hypothesis 2 o Null hypothesis accepted Chi-square.xlsx 7/29/2013 PRAXIS BUSINESS SCHOOL 14
  15. 15. T t e s t Hypothesis 1 o Null hypothesis accepted Hypothesis 2 o Null hypothesis accepted MR_xl.xls 7/29/2013 PRAXIS BUSINESS SCHOOL 15
  16. 16. N e t t a k e a w a y o People buy Kingfisher beer because they associate it with Kingfisher Airlines o Investors invest in UB shares because they associate it with Kingfisher Airlines (Result of t-test considered because of the high beta involved in Chi-square analysis) 7/29/2013 PRAXIS BUSINESS SCHOOL 16
  17. 17. R e c o m m e n d a t i o n The brand stretch is hurting Kingfisher’s mother brand, Kingfisher beer. So they should either look to improve their airlines business or stop stretching the brand. 7/29/2013 PRAXIS BUSINESS SCHOOL 17
  18. 18. P R E S E N T E D B Y Avishek Mehra Anil Nandyala Gaurav Agarwal Khanin Lahkar Prashant Madhogaria Sankha Ghose Sourav Madhogaria Zeeshan Mohammad 7/29/2013 PRAXIS BUSINESS SCHOOL 18
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