Brands Management assignment

1. Date: 23rd
November, 2018
NUST Business School
Brand Management
Submitted to;
Sir Kashir Asghar
Submitted by;
Abid Iqbal
Kanza Zafar
Muhammad Abbas Hassan
Syed Badar Ali
Tayyaba Khalid

2. Introduction:
The Purpose of conducting this survey is to get insights of ZONG employee either they are
considering the important factors and elements required for the better understanding of Brands.
This survey will provide the updates related to TOP traits like “The brand excels at delivering the
benefits customers truly desire ,The brands stay relevant, The pricing strategy is based on
consumers perceptions of value ,The brand is properly positioned ,The brans is consistent ,The
brand portfolio and hierarchy make sense ,The brand makes use of and coordinates a full
repertoires of marketing activities to build equity .
Sr# Categories Total Score Key Elements
Key area for
Improvement
1 Customer Satisfaction 17
The product that
designed would be
beneficial for customers
I. Segmentation
improvement
II. Customer
awareness
2 Portfolio 18
I. Personalization
II. Ownership
I. Employee
oriented
II. Employee
awareness
3 Value 19
I. Economical
Price
II. Segment target
Focus should be DATA
rather voice
4
Integrated Marketing
Activities
34
I. Activations
II. Captured all
Touch points
Cost effectiveness
would hurt innovation
5 Relevance 31
I. Retaining
customers and
reducing
marketing costs
II. provide
relevant offers
and
communications
I. Network
Coverage and
Quality
II. Research Gaps
6 Management 43
I. Research
II. Strategy
III. Planning
IV. Tactics
Research
Strategy

3. Total 145
Total Employees 20
Survey score out of 10 7.25
Graphical Views
Conclusion:
More than sixty percent Employees are of the opinion that call charges of their service
providers are economical in comparison to other operators and around forty percent Employees
do not agree with it. However, it is an area of serious concern for the market leader ZONG. Forty
percent employees has this perception that mobile phone subscribers are aware about the
multimedia/value added services but only few are using such services. Subscribers who are
using multimedia/Value added services, most of them are satisfied with their service providers.
70% of employees are in opinion that ZONG in terms of sincerity, patience and capability of
the customer care executives to solve customer problems . From the factor analysis, it is
identified that all dimensions related to customer care services are focusing on single factor
70%
85%
60%
40%
75%
84%
Customer
Satisfaction
Portfolio Value Integrated
Marketing
Activities
Relevance Management
Survey Results

4. “Rating of Customer Care Services .Whereas on performance of service providers with reference
to various quality dimensions such as network Innovativeness, brand image and reputation,
loyalty program and entertainment ZONG needs to focus on these parameters. 84% of the
employees considered it as ZONG management are formulating strategies according to the need
of time whereas 16% would think they need to take surveys before formulating any strategy .The
rapid change in technology has changed the subscriber’s expectations towards the various quality
dimensions .In this competitive environment it has become necessity to satisfy and retain
subscribers .75% of employees rating their services provided relevance for the customers however
there are factors which needs to be considered for more market share .
There are four primary avenues of investigation in these types of market research from company
employees:
1. General Brand Awareness: Employees would have understanding of their customers that
are more likely to buy a brand that they can spontaneous recall over one which must be
prompted to name.
2. Brand Usage: Employees would think about common factors in measuring brand usage
include how recently consumers have engaged with your product, how often they do so,
and their total spending in both the brand and product categories. Brand usage can be used
to measure market share as well.
3. Brand Attitudes and Perceptions: Conducting these types of surveys can give employees
insight into their audience’s beliefs about the product’s and company’s attributes and
benefits.

5. 4. Purchase Intent: Without questions gauging the intent to buy market research can’t be
predictive of actual purchase behavior. This will help to understand them the direct
connection by measuring respondents’ likelihood to buy a brand or switch to a competitor.
Include context related to product or brand, reason for purchase, time, channel, price, and
any other factors that may affect the intent to purchase.
According to the survey we have come across the following conclusion
Customer Satisfaction: Customer satisfaction is defined as an "evaluation of the perceived
discrepancy between prior expectations and the actual performance of the product". Satisfaction
of customers with products and services of a company is considered as most important factor
leading toward competitiveness and success. The ability of a service provider to create high degree
of satisfaction is crucial for product differentiation and developing strong relationship with
customers. Customer satisfaction makes the customers loyal to one telecommunication service
provider. Previous researchers have found that satisfaction of the customers can help the brands to
build long and profitable relationships with their customers .It is a common phenomenon that the
services a brand offers and the price it charges actually determine the level of satisfaction among
its customers, than any other measure. This satisfaction may influence the concerned company by
repurchase, purchase of more products, positive word of mouth and willingness of customer to pay
more for the particular brand. Any business is likely to lose market share, customers and investors
if it fails to satisfy customers as effectively and efficiently as its competitors is doing. According
to the survey employees of ZONG Company would have concluded that company would have to
think about segmentation improvement and Customer awareness. This is very important for

6. customers to get information about the product and its usage. The right product for the right
customer is very important factor.
Price Fairness:According to Kotler and Armstrong (2010) price is the amount of money charged
for a product or service, or the sum of the values that customers exchange for the benefits of having
or using the product or service. Research has shown that customer’s decision to accept particular
price has a direct bearing at satisfaction level and loyalty and indirectly .telecommunication
services are like undifferentiated products therefore, customers are not price sensitive all the times
and sometimes brand loyalty takes part in brand preferences. This is the reason; some consumers
are retained with old monopolists
Portfolio: includes all brands and sub brands which are included in the overall offering, also
meaning brands in associations with others (co-brands). .Portfolio roles highlights that all brands
in a portfolio must be seen in relations to each other instead of as silos, which often leads to
misallocation resources and synergy failures.
There is an overall static approach, spread over different levels and grades, within the
described Surveys that consider the various brand leverage strategies as individual strategies
that are not to be integrated, combined through migration over time or used as a mixture.