APex

1. Ap Ex
Compact Cars
Group3: Neha Lukesh Patil, Rakesh Rangdal, Sathyanarayanan R, Sharbanee
Prusty, Shiny Bokkey, Shriram V

2. 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’

3. Process
• Brand analysis
-Success and failure of different brands
• Journals
• Questionnaire – primary investigation

4. 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

5. 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?