The document analyzes the brand equity and market share of Shan and National masala mixes in Karachi, Pakistan. It surveyed 80 women ages 18-54 on their brand awareness, usage, and perception of the brands. Statistical analysis showed Shan had significantly higher recall, usage, and perception as the market leader compared to National. Shan's possible advantages included better taste, protective packaging technology, and greater variety of mixes. The study identified Shan as having stronger brand image and equity in the recipe masala mix category in Karachi.

1. PAF-KARACHI INSTITUTE OF
ECONOMICS & TECHNOLOGY
Brand Equity Of
Course Facilitator: Sir Rizwan Farooqui Shan & National
Class ID # 55488 Masalah
Final Project (Fall 2011)
Group Participants:
Toufeeq Ahmed (55302) Application of Statistics &
Sadia Iftikhar (55502) Inferences Tools
Abdul Waseem (55475)
Nazakat Ali (55447)
Javed Mehmood (55286) Charlie Group

2. INTRODUCTION
Problem Statement Objectives
This research is based on  To identify the market
the five tested and leader in Recipe
Masala Mix and its
validated constituents of benefits
brand equity. The current
 To examine the most
issue contains the brand successful Recipe
image / equity and Masala
marketing mix of Recipe  To compare the Brand
Masala Mix. image, Brand loyalty
and brand usage of
Shan & National
 To investigate the
customer loyalty and
satisfaction with brand

3. METHODOLOGY
 Target Population: Females of age 18 to 54 years
 Sampling Technique: Simple Random Sampling
 Sample Size: 80 females of different areas of Karachi
who use Recipe Mix Masala
 Interviewing Methodology: close ended Questionnaire
 Hypothesis:
 Shan is the market leader in recipe Masala Mix
industry with strong brand image and brand usage.
 Biryani Recipe Masala has more usage rate than
other recipe Masala

4. BRAND AWERNESS/ RECALL
When do you hear the word “Recipe Mix
Masala” which brands can you easily recalls?
Recall
S. No. Brand Frequency Percentage
1 Shan 37 46.3%
2 National 10 12.5%
3 Both 33 41.3%
Total 80
Comment:
46.3% customers can recall Shan more easily as compare to National 12.5%, but
41.3% customers can recall Shan and National both.

5. BRAND AWERNESS/ RECALL
On the basis of above data researcher claim that recall of Shan masala is greater than
National. Is there enough evidence to support the claim at α = 0.05 and also fine 95%
confidence interval for the difference of proportions.
Solution:
n1 80 n2 80
Step 4: Reject the null hypothesis, because when
0.46 0.12
we draw the graph, the calculated z value falls
0.29 0.71 in the critical region
0.54 0.88
(it is just a sample graph)
Step 1:
H0: p1 = p2
H1: p1 > P2
Step 2:
Since α = 0.05 Critical
Value are 1.65
Step 3: If we put the all values in the above mention formula then we
find that Calculated Z Value is 4.7 that is greater than Critical value.

6. BRAND AWERNESS/ RECALL
Step 5: It is concluded that there are not enough evidence to accept the null hypothesis
that P1 is equal to P2. So we will accept the alternative hypothesis that P1 is greater than P2.
Estimation of Two proportions:
If we put the values in the above mention formula of Estimation for the difference of two
proportions then we find that 0.21 < P1 –P2 < 0.47
Since 0 is not contained in the interval, the decision is to reject the Null hypothesis.
Comment:
From hypothesis testing it is prove that Shan has better recall than National. Possible reason
could be that people like the taste of Shan and use it more than national or it could be
possible that advertisements and promotional campaign of Shan is more better and
stronger than National.

7. BRAND USAGE
Which Brand of Recipe Mix Masala do you
use most?
Brand Usage
S. No. Brand Frequency Percentage
1 Shan 55 68.8%
2 National 23 28.8%
3 Both 2 2.5%
Total 80
Comment:
68.8% people are user of Shan and 28.8% of National, only 2.5% use both brands.

8. BRAND USAGE
Researcher found that 55 out of 80 randomly selected women use Shan masala and 23 out
of 80 randomly selected women use National masala
1. Is there a significant difference in the proportions at the 0.05 significant level?
2. Also find the 95% confidence of interval for the difference of proportions.
n1 80 n2 80
0.68 0.28
0.48 0.52
0.32 0.72
Step 1:
H0: p1 = p2
H1: p1 ≠ P2
Step 2:
Since α = 0.05 Critical Value are ± 1.96
Step 3:
RESULT
Z Calculated Value 5.5258
Two-tailed P-Value < 0.0001
95% confidence intervals
Maximum/ upper 0.5419
Minimum/ lower 0.2581
The two samples are significantly different.

9. BRAND USAGE
Step 4: Reject the null hypothesis, since the calculated z value falls in the critical
region .
(it is just a sample graph)
2.5% 2.5%
-1.96 1.96
Step 5: It is concluded that there are not enough evidence to accept the null
hypothesis because Z calculated value falls under rejected region.
Comments:
From hypothesis testing and confidence interval it is prove that there is a significant
difference between proportions of Shan and national. And if we see the percentage of
usage rate, we conclude that Shan has more customer as compare to national.
Following could be reasons of this
1. Better taste of Shan as compare to National
2. Better technology (Shan is using V lock technology that helps to keep the freshness
and taste of masala inside and protect it from humidity)
3. Same price
4. Shan has more variety of recipe mix

10. BRAND IMAGE
Which Brand of Recipe Mix Masala do you
consider as the market leader ?
Successful Brand
S. No. Brand Frequency Percentage
1 Shan 58 72.5%
2 National 17 21.3%
3 Both 5 6.3%
Total 80
Comments:
72.5% customers consider Shan as a market leader in recipe mix industry and 21.3%
customers consider National, whereas 6.3% customers consider both Shan and
National as market leader.

11. BRAND IMAGE
72% women of a sample 80 consider the Shan masala as a market leader and 17 out of 80
women consider the National as a market leader of Recipe mix. Is there a significant
difference in the proportions of two samples. Also find the 95% confidence interval for Shan
masalah..
Solution: Step 4: Reject the null hypothesis, since the calculated z
value falls in the critical region (it is just a sample graph)
n1 80 n2 80
0.72 0.21
0.46 0.54
0.28 0.79
Step 1:
2.5% 2.5%
H0: p1 = p2
H1: p1 ≠ P2 -1.96 1.96
Step 2:
Since α = 0.05 Critical Value are ± 1.96
Step 3: Step 5: It is concluded that there are not
enough evidence to accept the null
hypothesis that P1 is equal to P2. So we will
accept the alternative hypothesis that P1 is
not equal to P2.
If we put the all values in the above mention formula then we
find that calculated z value is 6.47 that is greater than Critical
value.

12. BRAND IMAGE
Estimation for Shan:
As we have to calculate the confidence of interval just for Shan masala so here we will
use single proportion formula for estimation i.e.
Solution: Comments:
From hypothesis and confidence interval it can be concluded that
n 80 most of people consider the Shan as a market leader. It is because
0.72 from above two question questions we have concluded that shan
0.28 has better recall and usage rate as compare to national. We have
α 0.05 studied in marketing “the brand that has more consumers will be
the market leader”.
If we Put all these values in formula we get answer 0.62 < P < 0.82
Therefore, one can say with 95% confidence that true percentage of people
who consider shan as a market leader is between 62% and 82%.

13. SUCCESSFUL PRODUCT
Which Product/ Recipe do you use most?
Successful Recipe 50
S. No. Product Frequency Percentage 40
1 Biryani 41 51.2% 30
2 Qorma 14 17.1% 20
10
3 Nihari 10 12.2%
0
4 Karahi 9 11.4%
5 Other 7 8.1%
Total 80
Comment:
Biryani Masala is number one with the usage rate 51.2%, Qorma on 2nd with
17.1%, Nihari on 3rd with 12.2%, Karahi on 4th with 11.4%, and usage of other
Masala is 8.1%.

14. SUCCESSFUL PRODUCT
It is Claim that biryani masala is the most successful product of recipe mix with the usage
rate at least 50% as compared to other recipe masala. A Sample of 80 randomly
selected women was asked about most consumable Masala, in which 41 answered with
Biryani masala. At α = 0.05 test the claim that biryani masala has usage rate at least 50%.
Solutions:
n 80
0.51
0.49
p 0.5
q 0.5
α 0.05
Step 1: H0: p ≥ 0.5
H1: p < 0.5
Step 2: since α = 0.05 critical value is 1.65
Step 3: put all the above mention values in the following formula
Then z calculated = 0.090
Step 4: Accept the null hypothesis, since the calculated z value falls in
non-critical region (it is just a sample graph)

15. SUCCESSFUL PRODUCT
Step 5: It is concluded that there are enough evidence to accept the null hypothesis
that usage rate of biryani masala is greater than or equal to 50%
Estimation:
0.40 < p < 0.69
Put the values in the above mention formula to calculate the 95% confidence interval.
Hence one can say with 95% confidence that true percentage of biryani masala consumption
is 40% and 69%.
Comments:
From hypothesis testing and confidence interval we can conclude
that biryani masala is more successful product among all other
recipe mix masala. Reason could be that people like rice dishes
more as compare to other dishes. There could be one more reason
that sample data was collected from different areas of Karachi.
And we know that Karachi weather is different from other cities and
it is an urban city where most of work done is in offices. So it could
be possible that Karachi people prefer rice as they are light and
digest easily. It could be possible if we survey to other cities of
Pakistan, people may not like biryani or rice dishes.

16. Conclusion of the Research
From all above data and analysis we can easily
conclude that Shan better recall and consumption rate
due to its taste and products variety. And because of
this people consider it as a market leader as well.
Regarding products range, we can conclude that
Biryani Masala is most successful product.

17. Questions