BRAND EXTENSION OF SONY ERICSSON AND MOTOROLA
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This document analyzes potential brand extensions for Sony Ericsson and Motorola mobile phone brands based on customer research. It finds that Sony Ericsson is viewed most positively for sound quality, so extending to sound systems could be successful. Motorola is seen as having strong battery life, so battery products like inverters could leverage its brand equity. The research surveyed customers on preferences for the mobile brands and opinions on potential new product categories for each to enter. It concludes category extensions may differ for the brands based on their varying brand images and customer perceptions.
![<br /> RESEARCH ON CATEGORY EXTENSION OF SONY ERICSSON & MOTOROLA<br />Post-Graduate Diploma in Management <br /> <br />By<br />Name <br />ARINDAM HAIT 20<br />ABHIJIT DEY 01<br />ARIJIT DATTA 18<br />AVIK MONDAL 25<br />Under the guidance of<br />Dr. Anubha Vasisht<br />INMANTEC, Ghaziabad<br />INMANTEC <br />Integrated Academy of Management and Technology <br />Ghaziabad<br />CONTENT <br />Acknowledgement<br />Introduction <br />Research objective<br />Research methodology<br />Analysis <br />Conclusion <br />Recommendation<br />ACKNOWLEDGEMENT<br />This project report bears the imprint of those who had rendered their whole hearted support and encouragement without whose help this effort of us would be in vain.<br />We are thankful to our respected executive director, Prof. Pankaj Gupta, INMANTEC for giving us the exposure of the corporate environment by providing us with the opportunity to do live project. <br />We also thankful to our respected faculty guide Dr. Anubha Vashisht who guided us throughout my project, and left no stone unturned in helping us throughout our project. Under his guidance we were able to complete our project.<br />INTRODUCTION<br />What is brand extension?<br />Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category.<br />Risk of category extension<br />While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family.<br />Why firms opt for Brand Extension?<br />Helps the new brand to acquire instant brand recognition<br />Saves costHelps leverage the strengths of the existing brandIt also helps build the brand into a ‘Super brand’<br />Mobile phone satisfaction study – Usage patterns• The average replacement cycle for a typical handset is 16.6 months-a notable decrease from 18 months in 2005.• Handset features that are used most frequently include: <br />THE SPEAKERPHONE (32%)<br /> CAMERA CAPABILITIES (27%)<br />SERVICES TO SEND/RECEIVE SHORT MESSAGES (25%)<br /> AND GAMING (16%)• More than one-half of all current wireless users compared other handset brands before selecting their current wireless phone. Those customers who compare phones during the selection process are more likely to be satisfied overall with their current handset than those who do not.<br />Mobile phone customer satisfaction study: The Reported Handset Purchase Price Has Increased, as Recently Introduced Models Generate Higher Price Points. Sony Ericsson ranks highest in satisfying customers who have owned their current mobile phone for less than two years, according to the J.D. Power and Associates 2006 U.S. The study measures customers’ satisfaction with their wireless handsets based on five key performance factors. In order of importance, these are:<br /> Physical design (24%); <br />Operation (22%); <br />Features (20%); <br />Handset durability (19%); <br />And battery function (15%). <br />Sony Ericsson receives the highest ratings from customers in handset durability, and also performs particularly well in features and battery functionality<br />RESEARCH OBJECTIVE<br />,[object Object]](https://image.slidesharecdn.com/pbmproject-100923211137-phpapp02/85/brand-extension-of-sony-ericsson-and-motorola-1-320.jpg)
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BRAND EXTENSION OF SONY ERICSSON AND MOTOROLA
- 2. To find out the possible brand extensions of SONY ERRICSION & MOTOROLA
- 5. Yes
- 6. No
- 7. Have you ever used Motorola mobile phone?
- 8. Yes
- 9. No
- 10. What do you like of Sony Ericsson and Motorola? (grade 1-5 for each parameter. 5 is the best and 1 is worst)
- 11. Sony EricssonMotorolaSoundPicture qualityBattery back upVoice clarityInnovative featuresHandyTechnologically soundCamera
- 12. Your perception about Sony Ericsson and Motorola?
- 14. According to you Sony Ericsson and Motorola can launch these products which will be successful in the market.
- 15. Sony EricssonMotorolaPrinter Pen drivePhoto stat machineSound systemInverter and batteryTVCamera Web camLaptop
- 16. Any other suggestion of you……………………………
- 17. With whom Sony Ericsson and Motorola can compete in their existing market?
- 19. Motorola 13%
- 20. Sony EricssonMotorolaSoundVery goodAveragePicture qualityVery goodAverageBattery back upAverageVery GoodVoice clarityGood Very goodInnovative featuresVery goodVery goodHandyyesSo soTechnologically soundyesyesCamera Very goodGood
- 22. Motorola is famous for its battery back up
- 24. Motorola should introduce Inverter & battery, pen drive
- 25. Motorola should try to improve its image by improving quality of the nproducts
- 27. Yes
- 28. No
- 29. Have you ever used Motorola mobile phone?
- 30. Yes
- 31. No
- 32. What do you like of Sony Ericsson and Motorola? (grade 1-5 for each parameter. 5 is the best and 1 is worst)
- 33. Sony EricssonMotorolaSoundPicture qualityBattery back upVoice clarityInnovative featuresHandyTechnologically soundCamera
- 34. Your perception about Sony Ericsson and Motorola?
- 36. According to you Sony Ericsson and Motorola can launch these products which will be successful in the market.
- 37. Sony EricssonMotorolaPrinter Pen drivePhoto stat machineSound systemInverter and batteryTVCamera Web camLaptop
- 38. Any other suggestion of you……………………………
- 39. With whom Sony Ericsson and Motorola can compete in their existing market?
- 40. Sony EricssonMotorolaHPTranscendXerox IntexMicrotec or LuminusSamsungDel BIBLIOGRAPHY<br />http://www.highbeam.com/doc/1O18-productcategoryextension.html<br />http://www.sonyericsson.com/cws/cws/home?cc=in&lc=en<br />http://www.motorola.com/Consumers/US-EN/GLP<br />THANK YOU<br />