a study on brand value proposition

8/7/2019 A STUDY ON BRAND VALUE PROPOSITION

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KRISHNAKUMAR.A


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OBJECTIVEPRIMARY OBJECTIVE:

To study and analyze the customer value proposition to the

brand maruti service masters.

And to define metrics which would improve brand valueproposition for maruti service masters in year 2011.

SECONDARY OBJECTIVE:

To align BVP with brand preference. To align BVP with brand loyalty


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ABSTRACT

The brand value proposition is a business or marketing

statement that summarizes why a consumer should buy a

product or use a service. This statement should convince a

potential consumer that one particular product or service will

add more value or better solve a problem than other similarofferings. Companies use this statement to target

customers who will benefit most from using the

company's products, and this helps maintain an economic

moat.


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ABSTRACT The ideal value proposition is concise and appeals to the

customer's strongest decision-making drivers. Companies

pay a high price when customers lose sight of the company's

value proposition. Whether you are marketing a new

product or one that has been on the market for some time

now, it is very important for you to know how to developyour brand value proposition. Developing your brand

personality, or improving your brand valuation or brand

perception, especially if you are marketing a global brand is

important because it increases the global value of your

product, which in turn translates to bigger sales and bigger

profits.


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ABSTRACT Know what a value proposition is and its purpose.A brand

value proposition is composed of statements that

differentiates your brand from the competition and entices

your current and prospective market to keep on or to

patronize your products in the future.

Brainstorm your ideas. Here are a few tips on how to

effectively brainstorm with your team. One person in the team

should facilitate the brainstorming, one should be coming upwith proposals and another with counter-proposals until you

can come up with something solid. The facilitator then picks

out and gives logical order to the best ideas generated from

the discussion.


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ABSTRACT

Brand its strengths and weaknesses and its competitiveedge overthe competition.Check out the strengths andweaknesses of the competition. You have to inject in yourstatements, the promise that your brand offers what othersdo not, or that you offer customers what others offer onlymore and better.

Know about market.What our market is looking for, whatmakes them tick, what tickles their fancy.Knowing theneeds of your current and potential market that have notbeen met by your competitors should be factored in whenyou make a value proposition. This knowledge can only be

the product of intensive research. This is the secret to anysuccessful marketing strategy.


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Know what a value proposition is and its purpose.A brand

value proposition is composed of statements that differentiates

your brand from the competition and entices your current andprospective market to keep on or to patronize your products in

the future.


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SCOPE OF THE STUDY

The research study is highly useful to the organization

to know that exactly about brand value. The study deals

with various aspect of the value proposition. It helps the

organization to know its brand value and customer

needs. It also helps to include new techniques for

further improvements


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NEED FOR THE STUDY

Brand value proposition statements help a society

understand how effectively the brand is meeting

member and customer needs. Then the society can

develop specific actions to remedy any inconsistencies.

Brand value propositions are statements built off the

brand contract and brand promise that are measurable

over time.


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RESEARCH METHODOLOY

DESCRIPTIVE RESEARCH DESIGN:

The researcher has followed the descriptive research by

using primary and secondary data collections.


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RESEARCHMETHODOLOYRESEARCH DESIGN

Research Design means the exact nature of Research work in a systematic manner. It involves theinformation about the research work in view of theframework of the study, availability of variousdata,observations,analysis ,sampling etc.,

Descriptive studies try to discover answers to thequestions who,what,when,where and sometimes how the

researcher attempts to describe or define a subject,oftenby creating profile of a group of problems. People orevents such studies may involve the collection of dataand the creation of distribution of the number of timesthe researcher observes a single event or chararacteristicsor they may involve relating the interaction of two ormore variables.


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RESEARCH METHODOLOY

SAMPLE SIZE:

The researcher takes the sample size as 100.

METHODS SAMPLE:

The researcher has followed stratified Random

sampling method in this project.


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STRATIFIELD RANDOM SAMPLING:

The universe is divided into different stratas based on

certain attributes. Proportionately, select some samples fromeach stratum are called Stratified Random sampling under

Probability Sampling.

DATA COLLECTION METHODS:

The Researcher has collected the primary data by usingquestionnaire and secondary data from company.

STATISTICAL TOOL USED:

Percentage Method

Chi-Square Test

Weighted avg method.


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Percentage method: percentage refers to a special kind of ratio percentages

are used in making comparing between expectations,awareness and satisfaction with various other factors

observed data

percentage= --------------------- x 100

sample size


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2.Chi square Test:

A family of probability distribution, differentiated by this

degree of freedom is used to test a member of differenthypothesis about variances, proportions, and distributional

goodness of fit.

Chi-square test ( 2 ) =

Wherein, O = Refers to the observed frequency

E = Refers to the expected frequency

R= Refers to the number of rows

C = Refers to the number of columns

a study on brand value proposition

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