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The Scope of Branding

Acknowledgement I would first and foremost like to acknowledge the generosity of the villagers of Telav, Shela, Kaneti(Gujarat) and Amgachia(WB) who in spite of their busy life took time to let me understand their lives. I am also deeply indebted to Prof. Rajat Iyer and Prof. Arbind Sinha, Faculty MICA,for being a thesis guide in every sense of the word. I would also like to thank Mr Shailesh Yagnik, Librarian MICA, and all the library staff for their immense cooperation […]

About Danone Uk Limited

EXECUTIVE SUMMARY Activia and Actimel are the two probiotic yoghurt brands that are currently being marketed by Danone in the UK. The current market strategy for these products is that they are healthy food and part of a healthy lifestyle. Some modifications were made in the currents marketing strategy, which include modifying the current target market for both brands. These brands have the potential to make Danone UK Limited the market leader in the United Kingdom. 1. DANONE: THE PROBIOTIC […]

Advertising Media India | Marketing Dissertations

Chapter 1 Introduction I think one of the major roles of any company whether in a domestic market or international market the role of a marketer is to create an awareness of the product among the general public and attract general customers. However good the product is, without knowledge of the product and desires for the customer on the product it is impossible to create a brand or a successful product image. And the best thing that a company can […]

Bottled Water

“MEASURING CONSUMER BRAND PREFERENCES FOR BOTTLED WATER” Preface “Leaders aren’t born, they are made. And they are made just like anything else, through hard work. And that’s the price we’ll have to pay to achieve that goal, or any goal” Vincent Lombardi All the knowledge learning and procedures are useless without observations and practical experience. The purpose of this research is to acquaint the business graduate with empirical business practices. As a requirement for Bachelor’s Degree in Business Administration, I […]

Life Style Retailing Business Division

CHAPTER- 1 INTRODUCTION Ø Purpose and scope of study Ø Research Objective Ø Key Research Area(KRAs) Ø Research Methodology Ø Limitation of the Study Ø Company Profile Purpose and scope of the study To understand the whole area of IMT Manesar which include the industries, the residential societies, villages around, government and private Banks, the labours living in there, police station, food joints, fuel vendors, taxi vendors, food vendors, tempo vendors etc… RESEARCH OBJECTIVE ITC’s purpose was to have the […]

Custom Dissertations | Management Dissertations – Management Programmes

Do the motor industry’s ‘customer satisfaction programmes’ and ‘customer relationship management programmes’ build stronger bonds with the customer and help sell more cars? Executive Summary Many academic theorists view customer satisfaction as being undoubtedly one of the top strategic issues in the new decade, and customer relationship management (CRM) receives even more interest in academic literature. However both of these concepts are often misunderstood, with very few pieces of literature able to define them, or give concise and coherent summaries […]

Consumer Buying Behaviour

Chapter 1: Introduction This introductory chapter is divided into five subsections. Firstly, a brief background of the research will be presented. Thereafter, the problem discussion will be provided, which in turn will lead to the purpose and objectives of the research. Finally, the delimitations and summary of the dissertation will be set. 1.1 Research Background According to Kotler (2008), consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It is […]

Effect of the Loyalty Cards on Customer Loyalty

Background of the topic: The purpose of this dissertation is to analyze and investigate the effect of the loyalty cards on customer loyalty and how does it helps large organizations to achieve its goals. When shopping in supermarkets there is one experience that everyone has, when customers finish with their shopping and get to a checkout, the assistant will ask the customers, whether they have a clubcard. This will continue every time whenever those customers without a clubcard shops in […]

Evaluation of Total Quality Management

A critical evaluation of total quality management (TQM) and its influences on competitive advantage. The case of Trinidad and Tobago Petroleum Marketing Company Limited (NP), automotive lubricant division 1.1 Background Slack (2004) explains that Quality management is extremely important in gaining and sustaining competitive advantage. Growth, survival and attainment of strategic goals are all major issues of any organization quality therefore become a major issue. Existing as a private label company NP has made their way into a market filled […]

Wilderness Tourism Marketing | Leisure Management Dissertations

Promoting Wilderness Tourism Literature Review Introduction Behavioural research on the study on wilderness destination is a relatively new development in the ecotourism industry. Promoting place marketing has become increasingly important within the tourist industry (Kang-Li 2008). There has been limited work done on promoting wilderness as a place of tourism. This research project aims to identify whether experiential marketing would have a greater impact than traditional marketing and branding approaches in promoting wilderness in tourism. The literature review will explore […]

Yogurt Yoplait Business

What is yogurt? Yogurt is a dairy product formed by the fermentation of milk from the action of two live bacteria; lactobacillus bulgaricus and streptococcus thermophilus. These are micro-organisms which transform the milk into the yogurt through a process by which they convert the lactose present in the milk into lactic acid, making the product digestible for people who are cannot ‘tolerate’ milk and maintaining the balance in the intestinal flora. The yogurt should contain 10 millions of lactic […]

Health Food Drinks

I. Problem definition 1.1 Background India, the world’s largest malt-based drinks market, accounts for 22% of the world’s retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick. The Health food drinks category consists of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is […]

Gem and Jewellery

Executive Summary Heart and Soul Gem and Jewellery is a well established company in Sri Lanka for the past 15 years. We have been catering to this market successfully and we have a proven track record of our achievement throughout past years. As mentioned above our products are Gem and Jewellery, and we market stones as well as designer jewellery to our target market. Our target market is the high end markets that always look for delicate and unique presence […]

Nikeshoes Industries Limited

INTRODUCTION BACKGROUND OF THE PROBLEM Since the late 1980s, Business School marketing professor Itamar Simonson has looked for ways to understand how consumers make choices. Much of his work debunks the accepted theory that giving consumers what they want and making a profit are the most basic principles of marketing. Customers may not know what they want, and second-guessing them can be expensive, says the professor who teaches MBA and PhD marketing and consumer decision-making courses. In Simonson’s words, “The […]

Customer Service and Customer Retention in Fast Food Industry in Karachi

Abstract This study investigates the relationship between dining attributes, customer satisfaction and customer’s retention in the fast food industry. In short this research paper is to describe & analyze why customers come back to the same restaurant when there are several options available to them. What influence their decisions? This research has brought out how to gain customer retention to the services and the factors that influence the customer retention. For this research qualitative approach is used. Data collection method […]

A Form of Communication

Advertising as a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. It has different connotation related to the different people related to the field […]

Consumer Good Industry | Economics Dissertations

Unfortunately the so-called Fast Moving Consumer Good industry, no more seems to be moving fast. In the 1990s, the industry witnessed an unprecedented boom due to liberalisation, urbanisation, increase in disposable income and altered lifestyles. The boom was also fuelled by other factors like onslaught of satellite television, reduction of excise duties and de-reservation from the small-scale sector. The boom however started fizzling in the second half of 2000. As can be seen from Exhibit 1, the quarterly retail sales […]

Industry Profile

INDUSTRY PROFILE As the ethnic technology category is growing, cash-rich companies make a beeline for a share of the printer scanner market. Around _25 items are sold in India spanning various types, forms, textures, aromas, bases, sizes, shapes and fillings. Some 25 types of savories sell here and the overall scanner product market is estimated at_Rs.25,000 crore. The branded printer (size: 1200 Crores) is 40% of the total market (size: 3000 Crores), it’s bustling nevertheless. The branded segment is increasing […]

Shell Online Sales Promotions

Abstract. This study aims to explore the role of online sales promotions in creating a sustainable competitive advantage for Shell. Based on the literature review and the research objective 4 propositions were developed. 1: Shell’s representation of the product online plays a key role in driving consumer attitude towards shopping online and the intention to buy. 2: The consumer’s perception of enjoyable online experience has a positive impact on impulse purchases leading to increase in sales for Shell. 3: The […]

Sports Bar Business in India

Sports Bar Business in India from a Cultural and Branding Perspective INTRODUCTION Post liberalization the Indian economy has grown exponentially. The fall out of this is the increase in disposable income of the consumers, emergence of credit card culture and the decreasing size of households. The change in the economic status is the catalyst to the change in the social and cultural trends that have caused the change in the way a consumer views everyday food and beverages. The consumer […]

The Communications Industry

CHAPTER II LITERATURE REVIEW INDUSTRY ENVIRONMENT The largest market share in the communications industry is, held by Nokia, with Motorola trailing in second place. In general economic conditions in most global industries have hit a point of stagnant or declining sales. In today’s world, businesses need to somewhat accurately forecast the future outlook for global economies and then make investments and decisions accordingly. The communications industry is dependent on vendor financing and has taken a big hit because of it. […]

Unilever Project Plan

INTRODUCTION: There are many kinds of business everywhere; where there are many issues related to the growth of the company and Different strategies will enable different companies to reach those goals. Unilever is a company started in 1930 formed of Dutch Margarine Company and British based lever brothers. Unilever holds a wide range of products which include food, personal care, beverages, canned foods, ice creams and many more which are worlds best consumer brands. The case study describes a lot […]

What is E- Business?

Chapter1. 1.1 What is E- Business? Electronic Business is very simple the meaning to any reader that Business taking place electronically. E-Business which we are benefiting from has gone through many stages of maturity. One of main reason to choose this topic is that to see how organisation either switching their business to E-Commerce or starting solely only online business. No doubt there are many advantages but its note free of limitations. 1.2 Purpose of Report: There are many Organisations […]

Key Factors for Success

5.0 Key Factors for Success Key factors for success (KFS) are the critical factors or activities required for ensuring the success of a business. They need to be identified so that an organization can ensure that they can delivers value that meets and exceeds the expectations of its targeted customers better than competitors (Bowie and Buttle, 2007). Two key factors for success have been identified for PPKLIA hotel. The hotel physical’s condition and hotel website. PPKLIA established 11 years ago, […]

OTC Branding in UK

ABSTRACT: Purpose: This paper will try to establish a relationship between the perception build within the users through the process of the branding irrespective of the core use ability, and thus trying to prove the importance of branding which has become the modern tool for doing the business METHODOLOGY The basic questionnaire was designed and were distributed to the users who spend atleast the minimum amount on the above three product, the target of 70 was set order to get […]

Personal Care Products Industry

Chapter 1 Introduction 1.1 Research Background The use of cosmetics was over thousands of years. The earliest archaeological evidence can be traced back to some royalty in Ancient Egypt times, where the Ancient Egyptians mixed perfume, sandalwood incense and aromatherapy products with oil applied to human bodies for pilgrimages or as an antiseptic. The Ancient Greeks and Romans also used cosmetics containing often lead and mercury. In the West, the popularization of cosmetics usage began in the 17th century and […]

Private Label Brands

CONSUMER PERCEPTIONS OF PRIVATE LABEL BRANDS IN CHINA COMPARED WITH THE UK Summary In China there are fewer studies of private label brands (PLB’s) that take up less market share than generic brands and national brands. However, there is a successful development of PLB’s in the UK. Therefore, this thesis aims to explore the difference of consumer perceptions on PLB’s between China and the UK with national brands as a standard. The literature review will review theories like brand equity/image, […]

Republic Bank Group

Practicum:“The Re-branding and Repositioning of the Republic Bank Group: The Case of Republic Bank DR S.A.” Executive Summary A brand is the sum of the customer’s experiences with the products or company – how the customer thinks and feels about what the business does. The brand is transmitted in every interaction with the customer over the lifetime of the relationship and is therefore built from the customer’s entire experience with the company, not just through the company’s communicated identity. It […]

Clarks Competitive Strategy | Business Dissertation

This dissertation is about competitive strategy and how the author believes that the organisation ‘Clarks’ have used competitive analysis techniques to address the downfall in their profits, turn around sales and return to profitability. The dissertation will also look at attitudes towards Clarks during the last 4 or 5 years and whether recent increased marketing activity, during 2004 and 2005, has changed public perception of the brand. 1.1 What is competitive strategy? “Competitive strategy is the search for a favourable […]

Competitive Challenge Nike

With widely globalization movement, managers in MNCs have to be continually involved into the challenges that mainly include competitive and collaborative challenge. Facing the challenges, Nike has always been a leading sports product organization. Thus, it is meaningful to analyze Nike’s global success which will benefit from obtaining relevant international management issues. The aim of this project is to reveal Nike’s competitive advantages in global market and especially focus on company strategies in Chinese market. In order to achieve practical […]

Brand Essays