Ap ex shri rak
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Ap ex shri rak

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APex

APex

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Ap ex shri rak Ap ex shri rak Presentation Transcript

  • Ap Ex Compact Cars Group3: Neha Lukesh Patil, Rakesh Rangdal, Sathyanarayanan R, Sharbanee Prusty, Shiny Bokkey, Shriram V
  • Objective • To analyze the brand associations with regard to compact car segment • Compare the brand association with the next higher end segment • To ‘Launch a new brand’
  • Process • Brand analysis -Success and failure of different brands • Journals • Questionnaire – primary investigation
  • Primary Investigation- Questionnaire • Identify Brand Associations – By elicitation. • Identify if its Negative or Positive. • Identify source of Brand Association(WOM/Ad/etc). • Identify if promotional and product-based attributes consistent with the brand association. • Questions from the perspective of Consumer learning • Brand Association Categories –Attitudes, Attributes and Benefits
  • Questions 1. Can bikes be treated as competition for compact cars? 2. How to measure brand associations- qualitative and quantitatively ? 3. What should be the sample for analysis? 4. How to obtain standalone sales data?