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Marketing Research project on Brand Extension
 

Marketing Research project on Brand Extension

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    Marketing Research project on Brand Extension Marketing Research project on Brand Extension Presentation Transcript

    • 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 Research design Data analysis Net takeaway 7/29/2013 2PRAXIS BUSINESS SCHOOL
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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-square.xlsx 7/29/2013 PRAXIS BUSINESS SCHOOL 14
    • 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
    • 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
    • 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
    • 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