SR. NO. CHAPTER PAGE NO.

1. EXECUTIVE SUMMARY

2. INTRODUCTION

3. COMPANY PROFILE

4. LITERATURE REVIEW

5. THERIOTICAL ASPECTS

6. RESEARCH OBJECTIVES

7. RESEARCH METODOLOGY

8. DATA INTERPRETATION

9. SUGGESTIONS AND RECCOMENDATIONS

10. CONCLUSION

Executive Summary

Chapter 1Executive Summary

1.1 EXECUTIVE SUMMRY

This project focuses on understanding the awareness and perception tools

and technique used by Hero motocorp Pvt Ltd. Hero motocorp Pvt Ltd. is a very

famous and trusted brand in two wheeler sector all over the India. Hero moto

corp is operating in Nagpur, and trying to increase its market share by

undertaking awareness and perception techniques in order to attract consumers.

So, this project work“A Study of Rebranding of Hero Honda to Hero moto corp.

In which we study the Awareness & Perception of the consumers after

Rebranding and what the affect onto the consumer in Nagpur City.” (2011-2012)is

carried out to know the various awareness and perception techniques that is

been used by Hero moto corp Pvt Ltd for its consumers in Nagpur city and to

study the effectiveness of these technique.

Brand awareness and Brand perception being one of the important tool

used by marketer to promote its product in the market. More than any other

element of the promotional mix (advertising, personal selling, publicity, direct

marketing), this tool is about “action”. It is about stimulating customer to respond

and the brand. It acts as a competitive weapon by providing an extra incentive for

the target audience to support one brand over another.

The objectives of the study are:

To determine the level of Brand Repositioning of HERO MOTO CORP amongst

the users in Nagpur city.

To determine the Brand Perception and Brand Image perceived by the users in

Nagpur city.

To determine the level of brand performance of HERO MOTO CORP in relation

to certain aspect’s such as Quality, style, Services after the Rebranding

For this the researcher has designed a well sequenced questionnaire. This

work attempted to find out which awareness and perception tools are more

effective which are used by Hero Moto.Corp.for theconsumers in Nagpur city. An

interview of theconsumers & brand tracking survey is used for the data collection

work.

The main conclusions of the research work is that Co-relation among users’

choice, programs is the awareness and perception tool of Hero motocorp which

are found to be more effective to promote the brand.

After rebranding it is most difficult to change the customers mind set that’s why the more affords will be required to the company.

Chapter 2Introductio

n

2.1INTRODUCTION

This project is mainly concerned with the study of Rebranding and brand

perception of HERO MOTO CORP among its users in NAGPUR city. Nagpur is

turning out to be a great potential for private Sector to establish its service.

There are many private two wheeler company operating in Nagpur city, off

which HERO MOTO CORP is proving to be leader and initiator of private Two

Wheeler brand. Hence, I selected HERO MOTO CORP for my research study to

study its brand awareness and perception amongst the users after rebranding.

Strong brand equity has become a very important factor that influences

consumer’s perceptions of a brand. Success in brand management arises from

understanding and managing brand equity correctly to produce strong attributes

that will influence consumers when making their choices.

This project focuses on the study of these dimensions (brand awareness,

brand loyalty, and brand performance Brand repositioning) of customer-based

brand equity on consumer’s perceptions of a brand. This is based on the

assumption that all these dimensions of customer based – brand equity will have

influence on consumer’s perceptions of brand.

For the purpose of study, a structured questionnaire is constructed. In this study,

one hundred questionnaires were distributed, and all two hundred questionnaires

were realized. The study surveyed four dimensions of consumer’s based-brand

equity namely brand awareness, brand image, brand perception and brand

loyalty.

2.2 PROJECT JUSTIFICATION

This Project will help to determine the level of Brand awareness of Hero moto corp and determine the perception regarding Hero moto corp, also determine its Brand performance in relation to certain aspect’s.

2.3 RATIONAL FOR THE PROJECT

Nagpur is turning out to be a great potential for private two wheelers

company to establish its service. There are many private two wheeler operating

in Nagpur city, off which is proving to be leader and initiator of brand. Hence, I

selected hero moto corp for my research study to study its brand awareness and

perception amongst the users.

This Project will help to determine the level of Brand awareness of Two

wheeler brand and determine the perception regarding rebranding, also

determine its Brand performance in relation to certain aspect’s.

Chapter 3Company

Profile

3.1 COMPANY PROFILE

1983

Joint Collaboration Agreement with Honda Motor Co. Ltd. Japansigned

1984

The Company was Incorporated on 19th January, at New Delhi. The Company Manufacture motor cycles upto 100 cc capacity. The Company promoted by Hero Cycles (P) Ltd. (HCPL). The Company entered into a technical-cum-financial collaboration

agreement with Honda Motor Co. Ltd., Japan (HML). As per this collaboration agreement, HML was to furnish complete

technicalinformation and know-how and trade secrets and other relevant data.

Hero Honda CD-100 is the first four stroke motorcycle to beintroduced in India in 100cc range.

CD-100 will be equipped with electronic ignition system, illuminated speedometer, 4 speed gear box,neutral and flasher indicators, etc.

15 No. of equity shares subscribed for by the promoters, etc. In November, 119,99,985 No. of equity shares issued at par of

which71,99,985 shares reserved for allotment as under: 31,19,998 shares to Hero Cycles (P) Ltd., Hero Investments (P) Ltd., and Bahadur Chand Investments (P) Ltd.

31,20,000 shares to Honda Motor Co. Ltd., Japan and 9,59,987 shares to friends and association of promoters.

Outof the balance 48,00,000 shares, 2,40,000 shares were reserved forsubscription by the employees of the Company and 96,000 shares by

business associates. The remaining 44,64,000 shares were offered atpar for public subscription

during November.

1985

The Company embarked on its 2nd phase of expansion of increasing its installed capacity from 1,20,000 to 1,50,000 vehicles per annum by the addition of several critical aliminium and steel components.

1986

36,00,000 rights equity shares issued at par in prop. 3:10

1987

The Company offered 6,00,000 - 15% secured redeemablenon-convertible debentures of Rs 100 each for cash at par on rights basis in the proportion 1 debenture: 18 equity shares.

Another 3,00,000 - 15% debentures were allotted to retainoversubscription.

The debentures were to be redeemed at a premium of Rs 5 per debenture on the expiry of the 7th year from the date of allotment of the debentures.

3,75,000 rights equity shares issued at par in prop. 3:10.

1989

The Company introduced a new model Sleek during July. 850 No. of equity shares forfeited.

1990

The Company was planning to launch a new model motor cycle-CD 100SS suitable to semi-rural conditions.

In the domestic market the Company was reported to have a market share of 46%. 850 forfeited shares reissued.

1994

The Company proposed to expand the capacity of existing plant atDharuhera to 2,40,000 nos. per annum.

Another plant with an installed capacity of 1,50,000 nos. per annum at Gurgaon Industrial Estate was being set up.

The Company issued 39,79,500 bonus shares to the existing shareholders in the ratio of 1:4.

The Company also issued 28,557 number of fractional coupons representing 14,250 shares against which shares shall be allotted to presenting the same for consolidation and allotment.

The Company's production and turnover increased to 1,83,490 motorcycles and Rs.483.85 crores respectively due to growth in demand for two wheelers and declining inflation.

1995

14,420 bonus shares issued by way of consolidation of fractional coupons. A new Technical Collaboration Agreement has been signed with Honda

Moto Co. Ltd., Japan for the period upto the year 2004 which Includes technology related to models of higher Engine displacement.

The Company alloted 39,79,500 No. of Equity Shares of Rs. 10/- Each as Bonus shares on 7th February, by way of capitalisation of General Reserves.

The Company had issued 28557 No. of Fractional Coupon Representing 14.250 shares against which the Shares shall be alloted on presentingthe same for consolidation and allotment.

1997

Hero Honda Motors has launched its newest motorcycle, the Street, a 100 cc bike designed for use in congested urban traffic conditions.

Hero Honda Motors Ltd (HHML) has set up a new motorcycle plant in Gurgaon, near Delhi for the manufacture of the Honda Super Cub 100 ccstepthro bike.

Hero Honda has set up a new state-of-the-art plant, heralding a new phase of development of motorcycle industry in India, to provide the most modern and technologically advanced production facilities.

Hero Motors of the Rs.1,600crore Hero group, as part of its globalisationplan,has set up a plant in Brazil for manufacturing hero winner scooters.

A new step thru model `Street-100' with unique feature wasLaunched on 24th January.

1998

The company proposes to increase the share capital to 5 croreequityshares of Rs. 10 each, 4 lakh cumulative redeemable preference shares of Rs. 100 each and 4 lakh cumulative convertible preference shares of Rs. 100 each with power to increase or reduce it from time to time.

The company further proposes to capitaliseRs. 19,96,87,500 from general reserve to share capital through issue and allotment of bonus shares.

Altogether, 1,99,68,750 fully paid bonus shares will be allotted and distributed to members of the company holding equity shares of the company in the proportion of one bonus share for every fully paid equity shares of Rs.10 each.

Motorcycles major Hero Honda is considering entry into scooters in collaboration with partners, Honda Motors, after the Japanese companydecided to walk out of Kinetic Honda, their scooter venture with the Firodias of Pune.

Honda Motor Company Ltd of Japan (Honda) and Kinetic Honda MotorLtd (KHML) have signed a five-year license and technical assistance agreement under which KHML will continue to receive the technical knowhow, critical vehicle parts and access to Honda's markets even after the sale of Honda stake in KHML to Kinetic Engineering Ltd (KEL).

The Company changed the paradigm in two-wheelers by launching themost powerful and fast bike- CBZ(ee) with a unique feature of Transient Power Fuel Control (TPEC) system.

23,962,500 bonus shares issued in prop. 1:1.

1999

Hero Honda Motors Ltd (HHML) and 20th Century Finance CorporationLtd have signed a Memorandum of Understanding (MoU) for financing of Hero Honda motorcycles.

The company, a joint venture between Honda Motor Company of JapanAnd Hero group of India to produce four-stroke motorcycles, also aims to increase its share by 1 per cent to 38.6 per cent during the current fiscal.

Leading two-wheelers manufacturer Hero Motors has formed a joint venture with Briggs Stratton of US to develop and manufacture four-stroke engines for mopeds and scooters in India, a top company.

Honda Motor Company of Japan has decided to re-enter the scootermarket in India as also foray into three-wheelers in a joint initiative with its existing joint venture company Hero Honda Motors Ltd.

2000

Hero Honda Motors Ltd. and Tata Finance Ltd. have signed a nationaltie-up agreement.

The Company is the largest manufacturer of motorcycles in the country. The Company will relaunch its stepthruStree Smart on Baisakhi 13thApril. Hero Honda Motors Ltd (HHML), has launched an upgraded version of

theexisting step-through motorcycle - the Hero Honda Street. The Company was ranked as the 9th Highest Value Creator among 12

industry groups within the Bombay Stock Exchange top 100 companies overa five year period (1994-99).

2001

Hero Honda Motors Ltd. has launched a new 100cc motorcycle named`Passion'.

The Company has secured shareholders' approval for splitting one equity share of Rs 10 each into five equity shares of Rs 2 each in theratio of 1:5.

Hero Honda Motors Ltd. has become the largest seller of motorcycles amongst all Honda companies and ventures in the world by selling one million motorcycles during the current financial year.

Credit rating Agency Crisil has reaffirmed outstanding `AAA' Rating assigned to the proposed Rs 15 crore non-convertible debenturissue,Rs 16 crore commercial paper programme and fixed deposit programme ofHero Honda Motors.

Promoter-Chairman of the country’s largest motorcycle manufacturing company, Hero Honda Ltd, BrijmohanLallMunjal has bagged the prestigious

Ernst & Young Entrepreneur of the Year (EOY) award here on September 27.

2002

Company included in the 30 companies Bombay Stock Exchange index(Sensex)

Becomes the world's largest two wheeler company by selling 1.3million vehicles in 2001

Japanese automaker Honda Motor for the first time decides to sourcemotorcycles from its Indian joint venture Hero Honda to sell as 'Honda' brandname in Vietnam

Royalty to the Japanese parent, Honda Motor Co, hiked to Rs 630 pervehicle as compared to the flat royalty of Rs 200 on existing modelslike Splendor and Passion

Approves Foreign Institutional Investors (FIIs) to increase theirstake from the present 24 per cent to 40 per cent

Comes out as the most profitable two-wheeler company in the countryduring the trailing four quarters by overtaking second-largest player, Bajaj Auto

Launches Ambition, a 133 cc 11 BHP vehicle Unveils Smart, a 75 cc step-thru Comes out with a free insurance scheme worth Rs 1,000 for all its bikes Bajaj Auto goes ahead of Hero Honda in market capitalisation (m-

cap)growth in the last fifteen months

2003

Achieves a landmark sales turnover of over Rs 5,000 crore during2002-03 Launches its cheapest 100cc motorbike 'CD Dawn' Hikes production capacity at two of its manufacturing facilities to three lakh

units Hero Honda and SBI Cards launch co-branded credit card for Hero Honda's

customers Achieves milestone by producing five million bikes from its Dharuhera plant

in Haryana Launches its new 223-cc, 16.8 BHP Karizma at Rs 79,000

Joins hands with Small Industries Service Institute (SISI) to trainthe unemployed youth who have finished diplomas

Initiates a new dealer credit system which will bring down itsreceivable levels to around seven days and save the company Rs 100 crore

Introduces Passion Plus, new version of Passion motorcycle Forges marketing pact with Aprilia, the Italian bike maker, to introduce its

range of motoscooters and top-end motorcycles in India The company has bagged two Total Customer Satisfaction (TCS)Awards. Hero Honda Karizma bags BBC Bike of the Yr Award

2004

Hero Honda retreats Ambition Hero Honda unveils new version of Ambition Hero Honda's Dawn emerges as largest entry-level bike Hero Motors introduces 'Sting' new 4-stroke bike Hero Motors has announced a licensing agreement with Austria-

basedBombardier-Rotax that will provide 125cc-175cc engines for theupcoming `Hero Aprilia' range of scooters.

Hero Honda renews alliance with Honda Motor Two-wheeler major Hero Honda and SBI Card, the credit card arm of State

Bank of India, have joined hands to launch India's firstco-branded credit card in the two-wheeler industry

2005

New product launches widen HHML's product portfolio Two-wheeler major Hero Honda on October 5 announced launch of itsfirst

scooter 'Pleasure' Hero Honda rolls out 150-cc motorcycle Achiever

2006

Hero Honda launches CBZ variant X-treme Hero Honda announced the launch of two new variants the new 'Glamour'

and 'Passion Plus' limited edition. Hero Honda is the World No. 1 for the 5th year in a row

15 million production milestone achieved

2007

Hero Honda Motors Ltd. has appointed Mr. Yutaka Kudo as Director andWhole-time Director of the Company in the category of Executive Director w.e.f. April 1, 2007.

Hero Honda is the World No. 1 for the 6th year in a row New 'Splendor NXG' launched New 'CD Deluxe' launched New 'Passion Plus' launched New motorcycle model 'Hunk' launched 20 million production milestone achieved

2008

Hero Honda Motors Ltd has informed that Mr. ArunNathMaira. has been appointed as an Additional Director in the category of NonExecutive and Independent Director w.e.f. December 20, 2008 by theBoard of Directors by way of passing a resolution by circulation.

Hero Honda Haridwar Plant inauguration New 'Pleasure' launched Splendor NXG lauched with power start feature New motorcycle model 'Passion Pro' launched New 'CBZ Xtreme' launched 25 million production milestone achieved CD Deluxe lauched with power start feature New 'Glamour' launched New 'Glamour Fi' launched

2009

Hero Honda Motors Ltd has appointed Mr. Ravi Nath as an AdditionalDirector in the category of Non-Executive and Independent Directorw.e.f. October 14, 2009 by the Board of Directors by way of Passing aresolution by circulation on October 14, 2009.

Hunk' (Limited Edition) launched

Splendor completed 11 million production landmark New motorcycle model 'Karizma - ZMR' launched Silver jubilee celebrations

3.2 MILESTONE

1983 Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signedShareholders Agreement signed

1984 Hero Honda Motors Ltd. incorporated 1985 First motorcycle "CD 100" rolled out1987 100,000th motorcycle produced1989 New motorcycle model - "Sleek" introduced1991 New motorcycle model - "CD 100 SS" introduced

500,000th motorcycle produced1992 Raman MunjalVidyaMandir inaugurated - A School in the

memory of founder Managing Director, Mr. Raman Kant Munjal

1994 New motorcycle model - "Splendor" introduced 1,000,000th motorcycle produced

1997 New motorcycle model - "Street" introduced Hero Honda's 2nd manufacturing plant at Gurgaon inaugurated

1998 2,000,000th motorcycle produced1999 New motorcycle model - "CBZ" introduced

Environment Management System of Dharuhera Plant certified with ISO-14001 by DNV HollandRaman Munjal Memorial Hospital inaugurated - A Hospital in the memory of founder Managing Director, Mr. Raman Kant Munjal

2000 4,000,000th motorcycle produced Environment Management System of Gurgaon Plant certified ISO-14001 by DNV Holland Splendor declared 'World No. 1' - largest selling single two-wheeler model "Hero Honda Passport Programme" - CRM Programme

launched2001 New motorcycle model - "Passion" introduced

One million production in one single yearNew motorcycle model - "Joy" introduced5,000,000th motorcycle produced

2002 New motorcycle model - "Dawn" introducedNew motorcycle model - "Ambition" introducedAppointed VirenderSehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan as Brand Ambassadors

2003 Becomes the first Indian Company to cross the cumulative 7 million sales markSplendor has emerged as the World's largest selling model for the third calendar year in a row (2000, 2001, 2002)New motorcycle model - "CD Dawn" introducedNew motorcycle model - "Splendor +" introducedNew motorcycle model - "Passion Plus" introducedNew motorcycle model - "Karizma" introduced

2004 New motorcycle model - "Ambition 135" introducedHero Honda became the World No. 1 Company for the third consecutive year.Crossed sales of over 2 million units in a single year, a global record.Splendor - World's largest selling motorcycle crossed the 5 million markNew motorcycle model - "CBZ*" introducedJoint Technical Agreement renewed Total sales crossed a record of 10 million motorcycles

2005 Hero Honda is the World No. 1 for the 4th year in a rowNew motorcycle model - "Super Splendor" introducedNew motorcycle model - "CD Deluxe" introducedNew motorcycle model - "Glamour" introducedNew motorcycle model - "Achiever" introducedFirst Scooter model from Hero Honda - "Pleasure" introduced

2006 Hero Honda is the World No. 1 for the 5th year in a row15 million production milestone achieved

2006 Hero Honda is the World No. 1 for the 5th year in a row

15 million production milestone achieved2007 Hero Honda is the World No. 1 for the 6th year in a row

New 'Splendor NXG' launchedNew 'CD Deluxe' launchedNew 'Passion Plus' launchedNew motorcycle model 'Hunk' launched20 million production milestone achieved

2008 Hero Honda Haridwar Plant inaugurationNew 'Pleasure' launchedSplendor NXG lauched with power start featureNew motorcycle model 'Passion Pro' launchedNew 'CBZ Xtreme' launched25 million production milestone achievedCD Deluxe lauched with power start featureNew 'Glamour' launchedNew 'Glamour Fi' launched

2009 Hero Honda GoodLife Program launched Hunk' (Limited Edition) launchedSplendor completed 11 million production landmarkNew motorcycle model 'Karizma - ZMR' launched Silver jubilee celebrations

2010 New model Splendor Pro launchedLaunch of new Super Splendor and New Hunk

2011 New licensing arrangement signed between Hero and Honda

Launch of new refreshed versions of Glamour, Glamour FI, CBZ Xtreme, KarizmaCrosses the landmark figure of 5 million cumulative sales in a single year

3.3 BOARD OF DIRECTOR

Mr.BrijmohanlalMunjal is the founder Director and Chairman of the Company and the $3.2 billion Hero Group. He is the Past President of Confederation of Indian Industry (CII), Society of Indian Automobile Manufacturers (SIAM) and was a Member of the Board of the Country's Central Bank (Reserve Bank of India). In recognition of his contribution to industry, Mr.Munjal was conferred the Padma Bhushan Award by the Union Government. Mr.Munjal is currently on the board of the following Public Limited Companies: Mr.PawanMunjal is the Managing Director and CEO of the Company. He is responsible for growth and strategic planning for the entire Group. A graduate in Mechanical Engineering, Mr.Munjal has been instrumental in bringing about technological and managerial excellence in the Company's operations. He has been the Chairman of several Committees of CIIMr. Sunil kantMunjal was appointed on the Board of Directors of the Company on August 25, 2006 as anNon Executive Director of the Company. After his graduation, he underwent training in the field of Mechanical Engineering. In the year 2011, he was appointed as the Jt. Managing Director of the Company effective August 17, 2011 for a period of 5 years.

Mr.Suman KantMunjal was appointed as an Additional Director on the Board of the Company on July 29, 2010. Mr. Munjal is the Managing Director of Rockman Industries Ltd., one of the leading suppliers of Aluminum Die Casting, Machined and Painted Assemblies to Hero MotoCorp Ltd. Mr. Munjal, a graduate in Commerce, possesses rich experience and expertise in business management and thus has been instrumental in elevating Rockman Industries Ltd. to its current status.Mr. Edgerley was appointed as an Additional Director on the Board of the Company on May 4, 2011 in the category of Non-Executive Director. Mr. Edgerley has been a Managing Director at Bain Capital since 1990, a private investment firm with over $65 billion in assets under their management, where he focuses on investment in the industrial and consumer product sectors. He is currently on the board of The Boston Celtics, Keystone Automotive, Steel Dynamics, Sensata Technologies, MEI Conlux, HD Supply and Hero Investments Pvt. Limited. Mr. Edgerley is also a member of the Dean Advisory Board at Harvard Business SchoolMr.Dinodia was appointed as an Additional Director on the Board of the Company on March 31, 2001 in the category of Non-Executive and Independent Director. Mr.Dinodia is a fellow member of The Institute of Chartered Accountants of India and a senior partner in the Delhi-based Chartered Accountancy firm M/s. S.R. Dinodia& Company. He has considerable experience in corporate affairs and allied legal and taxation matters.

Gen. V.P. Malik was appointed as an Additional Director on the Board of the Company on May 4, 2001 in the category of Non-Executive and Independent Director. Gen. Malik retired as Chief of the Indian Army in September, 2000. During his distinguished military career, he received number of awards including the AtiVishistaSeva Medal (AVSM) and the ParamVishishtaSeva Medal (PVSM) - the highest National award for distinguished services.

Mr.AnaljitSingh, the Chairman of Max India Group, was appointed as an Additional Director on the Board of the Company on September 28, 2004 in the category of Non-Executive and Independent Director. Mr. Singh brings has rich and varied experience in businesses like Pharmaceuticals, telecom services, packaging, specialty plastic products and electronic components.

Dr.Pritam Singh was appointed as an Additional Director on the Board of the Company on September 28, 2004. in the category of Non-Executive and Independent Director. He is author of seven academically reputed books and over 50 research papers. Dr.Pritam Singh is one of the pioneers of Management Education in India who has devoted his life to the development of Management Education in India and abroad. Dr. Singh received the PadamShri Award in 2003 for his contributions to this field.

Mr. Damodaran has been appointed as an Additional Director w.e.f. June 16, 2008 in the category of Non-Executive and Independent Director. Mr. Damodaran, aged 61 years was born on May 4, 1947 and belongs to the Indian Administrative Service, Manipur-Tripura Cadre. He had held various coveted positions in Government / Public Sector and Regulatory Bodies. In the past he held the position of Joint Secretary (Banking Division) in the Ministry of Finance, Chairman Unit Trust of India. He headed the IDBI bank before being appointed as the Chairman of the Securities and Exchange Board of India (SEBI), the country's security market watchdog.Mr. Ravi Nath has been appointed as an Additional Director w.e.f. October 14, 2009 in the category of Non-Executive and Independent Director. Mr. Nath, aged 64 years is an Advocate of Supreme Court of India. He is a Partner of one of the India's oldest legal firms RajinderNarain& Co. He has done his B.Com (Honours), LLB, International and Competitive Laws from King's College, London, and PIL from Harvard. He did his apprentice from Sinclair Roche and Temperley, London.

Chapter 4Review of Literature

4.1 LITRETURE REVIEW

ShahbazShabbir, Hans Ruediger Kaufmann, Israr Ahmad and Imran M. Qureshi

Cause related marketing campaigns and consumer purchase intentions: The mediating role of brand awareness and corporate image.2010African Journal of Business Management Vol. 4(6), pp. 1229-1235

Being a developing country with a population of more Shabbir et al. 1233 than 160 million people, it was very important to investigate to what extent the customers’ purchase intentions are influenced by the cause related marketing campaigns? The main objective of the present study was to investigate the relationship between cause related marketing campaigns, Brand Awareness, corporate image of the company (involved in Cause Related Marketing) and ultimately consumer purchase intentions. Conclusively, through the testing of the proposed conceptualization, the study intended to confirm some previously established relationships in the setting of Pakistan, and answer the following questions:

(1) Do cause related marketing campaigns have a positive effect on consumer purchase intentions in Pakistan?

(2) What is the nature of the relationship of the aforementioned factors, i.e. is it direct, or mediated by Brand Awareness or corporate image of the company?

The results provide strong evidence that cause related marketing campaigns positively influence the consumer purchase intentions in Pakistan which is the primary contribution of this research paper. Contributing to the body of knowledge, the results also indicate that the effect of Cause Related Marketing campaigns on consumer purchase intentions is partially mediated by Brand Awareness and corporate image of the company, a fact which was ignored in previous studies. The results of the structural model and mediation test provide

new insight for the development of different strategies to make the Cause Related Marketing campaigns successful in less developed countries such as Pakistan. The findings suggest that the companies must concentrate on increasing the Brand Awareness among the customers so that they can recall the brands at the point of purchase. For this purpose, the effective use of media (electronic and print) for CRM campaigns can play a significant role but there must be a match between the objectives of the company and the promotional campaign design. Additionally, brand-cause fit can also play a vital role to increase the Brand Awareness among the customers. Selecting an appropriate cause for a brand can increase the interest of customers. This interest of customers can then lead to the purchase of the advertised brand. Also brand-cause-culture fit reduces the consumer skepticism and increase their intention to participate in Cause Related Marketing campaign. In this study a real scenario was used to explain the concept of cause related marketing to the respondents but the question that is generated is whether the brand-cause-culture fit resulted in the mediation effect or is this effect independent of the brand-cause-culture fit? This is a pertinent direction for future research.

Tung-Lai Hu,Shao-Yu Chuang, Wen-Chueh Hsieh, Cheng- Ying Chang, Chih-Ming Chang

Strategic thinking leading to private brand strategy that caters for customers’ shopping preferences in retail marketing 1990Journal of Marketing, 54, 27-41

This paper has presented a comprehensive conceptual framework to investigate the interrelationships among brand equity, brand strategy, channel strategy, and market performance, which is regarded as the marketing management. Our finding should be viewed as valuable insight toward a better understanding of channel relationships, because they suggest several directions for further research.

(1) The effects of brand strategy on both short-term and long-term channel strategy warrant more investigations.

(2) Evaluation of the corresponding effects on channel strategy under various conditions of brand strategy pursues further investigation. It should also be noted that different combinations of brand strategy may have diverse effects on channel strategy.

(3) Further case studies aimed at other industries may be useful. Extensions for managing brand equity also warrant investigation.

In conclusion, this study has contributed to theory by clarifying the relationship between the brand strategy and channel strategy. These are important issues addressed, and an understanding of them is likely to lead more effective market performance and marketing management. Finally, this study has provided directions for future research regarding multiple brand and channel strategies.

NorbaniChe-Ha and ShahrizalHashim2007 International Review of Business Research Papers Vol. 3 No.5 Pp.123-133

In trying to create strong brand equity, bankers should be interested in assessing the degree of customer brand dependence. The brand strength depends on the perceptions of customers. Satisfied and loyal customers indicate positive perceptions of the brand. In time when competition is getting intense, it is imperative for the bankers to seriously evaluate factors that are not only important in creating strong brand equity but also assist them in achieving customer satisfaction and loyalty. The results of the study shows that brand meaning play an important role in creating brand equity. Brand awareness is secondary. However, brand awareness is needed in order to disseminate information on the brand meaning. These components of brand equity must be coherent in their actions so that consistent image of the bank is realized and valued by customers. Perceives fees value was not significant, the same goes to COO. One possible explanation on COO might be due to no major differences

between the basic functions of international or local bank in customers’ perception.

Chen, Ching-Liang2009 African Journal of Business Management Vol.3 (11), pp. 741-752

By fueling private brands (PB) with strategy management in this study, we help the retail channels to develop a good PB strategy management for generating customers’ shopping preferences, which is defined by the mediator variable of brand equity. About the constructs of private brands to customers’ shopping preferences, we discover that the product quality, selling price, presentation, promotion, and packaging are quite important in strategy execution. By doing PB strategy in retail channels to the constructs of brand equity and customers’ shopping preferences, this study develops a conceptual model to test the mediating role of brand equity on the relationship between PB strategy and the customers’ shopping preferences. The results display that the retail channels’ PB strategy has a significant effect on customers’ shopping preferences; however, if this research involves brand equity as a mediator, the directly positive effect between the PB strategy and customers’ shopping preferences will attenuate contemporaneously. This specifically infers that the PB strategy indirectly influencescustomers shopping preferences because of the mediator influence of brand equity. Therefore, the brand equity of retail channels’ PB serves a mediating role in the PB strategy to generate the customers’ shopping preferences.

Bernard J. Jansen and Mimi Zhang, Carsten D. Schultz2009 JOURNAL OF THE AMERICAN SOCIETY FOR INFORMATION SCIENCE AND

TECHNOLOGY, 60(8):1572–1595

In this experiment, we studied the effect of branding on how users evaluate search engine performance. Regardless of which search engine a participant used for a particular domain, the results for each query were the same. However, there were dramatic differences in how participants rated the performance of each search engine using relevance of retrieval results. Brand was found to have significant influence on number of all links examined, organic links examined, sponsored links examined, all links clicked, and sponsored links clicked. Brand also appeared to have significant effects on all links and sponsored links relevance rating. In addition, brand’s effect seemed to have the trend to be significant on organic links clicked and organic links relevance evaluation, given that p values were not severely larger than 0.05. So, brands were shown to have or potentially have significant influence on our first three sets of hypothesis. Again, this significant influencewas noted even though all the results were identical both in content and in presentation. The implications of these research findings give empirical weight to the notion that affective and cognitive user perceptions affect user interaction with systems. Therefore, product brand is an important usability variable in system design and evaluations of search engines.

Gregory J. Kivenzor2007 Academy of Marketing Science Review volume 2007 no. 10

The goal of this paper is to set up a framework defining the consumer perception of foreign brands marketed in Russia and the aberrations of brand equity in Russian consumer markets. It is suggested that familiarity with a particular brand during the Soviet era influences consumer purchase intent regarding brand name products imported to Russia from other countries. Among the most important findings discussed in the paper is an inverse relation between brand perception and brand experience in the minds of consumers with substantial Soviet heritage. The paper introduces and discusses the concept of Inverse Brand Nostalgia or INBRANOST, which influences consumer purchase intent in modern Russia. According to this concept, consumers demonstrate a greater propensity to buy “heritage” brands (familiar to them in their “previous lives”) rather than “new” brands (launched in post-Soviet times). Researchers

point out that in many cases Russian consumers demonstrate behavioral patterns substantially dissimilar to these predicted by Western marketing theory. The effect of INBRANOST helps explain the roots of this contradictory behavior demonstrated by the most influential mature cohort (35 to 55 year old) Russian consumers with substantial Soviet heritage. Their “inverse nostalgia” appears to be one of the driving factors behind purchase intent when brand name products are concerned. These consumers tend to discriminate between “heritage” brands known to them since the Soviet era and “new” brands introduced only in modern times.

PhusitWonglorsaichon and PaitoonSathainrapabayut2008 International Review of Business Research PapersVol. 4 No.1 January

2008 Pp.385-395

Due to findings, working moms who were using differences brand would be perceived their brand with difference ways. Working mom who were using Pigeon perceived that Pigeon was innovating, Avent was modernizing and Chicco was safety for their babies. These results were based on marketing communication programs that have been implementing from each brand in order to create their brand characteristic and brand differentiation from other players. By the way, in this sense totally contrast with brand equity, demographic that creating differences in working moms were income. The different level in monthly income created different attitude baby accessory products. The working mom who had high income preferring to choose brand used via emotional appearances more than functional appearances they were choosing brands that reflect their taste, characteristic and social status. As this study working mom has perceived Pigeon as “brand acceptance” and they also had well attitude, well feeling and also believed this brand is contributed them to feed and treat their babies much more easier than others. Similarity to Avent working moms had well feeling, and well attitude toward Avent brand. Chicco had a little contrast from others there was less well feeling and less well attitude. According to marketing communication programs, below the line and above the line activities were different based on the brand perception but were not different regarding brand equity. It means both

tools are key factors to build brand awareness and perceived quality simultaneously. However, the different marketing programs did not affect the brand acceptability and brand attitude. Finally, the result was found that there was the positive relationship between brand perception and brand equity. The brand perception is consumers’ ability to identify the brand under different conditions, as reflected by their brand recognition or recall performance. In other word, brand perception is messaging that conveying from brand builder to consumer and creating awareness upon each branding while band equity is the added value endowed to products and services. This value may be reflected in how consumers think, feel and act with respect to the brand that consumers had perceive from marketing programs. Brand equity is an important intangible asset that has psychological and financial value to the firm. The premise of customer-based brand equity models is that the power of brand lies in what customers have seen, read, heard, learned, thought and felt about the brand over time. In other words, the customers start to aware the brand, perceive the quality of brand and then to accept the brand and finally have good attitude toward brand. The awareness and perceived quality.According to the second perspective, the premise of customer-based brand equity models is that the power of brand lies in what customers have responded, seen, read, heard, learned, thought and felt about the brand over time. In other words, the power of brand lies in the minds of existing or potential customers and what they have experienced directly and indirectlyabout the brand. The customer-based brand equity finally drives the financial return to the company. The valuation of brand has been studied for different approaches, for example, marketing, premium pricingmarket value, customer factors, replacement cost perspective. According tothe valuation based on consumer factors, the measurement of customers’preference and attitude can be used to valuatethe brand equity.

Rossiter and Percy (1987)

The study describes brand awareness as being essential for the communications process to occur as it precedes all other steps in the process.

Without brand awareness occurring, no other communication effects can occur. For a consumer to buy a brand they must first be made aware of it. Brand attitude cannot be formed, and intention to buy cannot occur unless brand awareness has occurred. In memory theory, brand awareness is positioned as a vital first step in building the “bundle” of associations which are attached to the brand in memory. The brand is conceptualised as a node in memory which allows other information about the brand to be “anchored” to it. The conceptualisation of a network of brand associations in memory with the brand as a central core has been put forward by many others.

Stokes(1990)

The result is even more surprising considering the subjects were given the opportunity to taste all of the brands. Just being a known brand dramatically affected their evaluation of the brand. Intuitively, this makes sense: a consumer may rationalise that if they have heard of a brand, the company must be spending a fair sum on advertising. If it is spending a lot on advertising, then the company must be reasonably profitable which means that other consumers must be buying the product and they must be satisfied enough with its performance, therefore the product must be of reasonable quality. Stokes (1990) found that for a low involvement product familiarity had a greater magnitude of effect on the quality perception of a brand than either price or packaging. And further, that familiarity had a significant effect on purchase intention whereas price and package design did not.

Aaker(1992)

Aaker argues strongly the case for brand building and maintaining brand equity; he cites brand name awareness as one of four major brand assets which add value to the product or service and/or its customers. Investments in brand equity and in particular brand awareness can lead to sustainable competitive advantages and thus to long term value. Brand awareness can add value by

1. placing the brand in the consumer's mind,

2. acting as a barrier to entry to new unestablished brands,

3. reassuring the customer of the organisation's commitment and product quality, and

4. providing leverage in the distribution channels.

Many of the managers he interviewed “maintained that their advertising was directed towards building the longer term effects of favourable brand image and strong brand loyalty”. Other managers were quoted as saying that they “were not looking for short-term results” but that advertising provides them with the opportunity “for corporate branding and image building which is very much oriented to the longer term”. In other words, these managers claimed the long-term goals of brand-building and brand image to be of greater interest to them than short-term objectives such as sales. However this research was based on discussion with managers, and might obviously suffer from managers saying what they felt they should do, rather than what they actually do, especially when talking to a marketing academic.

Hoyer &Brown; Keller(1993) Journal of Consumer Research Inc., Vol. 30 (12), pp. 443-454

They said Consumers may employ a heuristic (decision rule) to buy only familiar, well-established brands. Consumers do not always spend a great deal of time making purchase decisions. In a study of pre-purchase search for laundry powder, Hoyer found that the median number of packages examined in-store was 1.2 before a selection was made. This is particularly likely to occur in low involvement situations where a minimum level of brand awareness may be sufficient for choice.

Christian Homburg, Martin Klarmann, Jens Schmitt (2001) Brand Awareness in Business Markets Journal of Business & Industrial Marketing, 22(6), 363-371

The importance of branding for increasing firm performance is firmly established for B2C firms. However, the differences between consumer decision-making and organizational buying 30 prevent an application of findings regarding B2C branding to B2B contexts. Therefore, this paperwas interested in the association between B2B branding and performance. They focused on brand awareness because increasing brand awareness is a key element of many B2B branding strategies. In particular, the main objective of this paper was to understand when (i.e., under which conditions) brand awareness is associated with market performance. Based on a cross-firm, cross-industry survey sample with more than 300 B2B firms, we find that the association between brand awareness and market performance is stronger in markets with homogenous buying centers, greater buyer time pressure, homogenous products, and a high degree of technological turbulence.

D. Aaker and A. Biel(2002) Brand awareness

Brand awareness is an important and undervalued part of brand equity. Awareness can influence perceptions and attitudes and it drives brand choice and loyalty. It reflects the salience of the brand in the customer’s mind. It is a part for the communications process. It has a key role in the consumer decision making process and in determining the consideration. Consumers are aware of a large number of brands when making buying decisions, and brands with higher awareness levels are more likely to be part of the final buying decision. Brand awareness is also said to influence the brand’s perceived quality, as found in a consumer choice.The researcher finds that the level of awareness in form of brand recognition is with quite high for potential customers, while a higher percentage recalls BMW from their memory as a luxury brand rather than a performance brand. These results indicate an overall high level of awareness for the brand. Furthermore, results showed a desire for owning a BMW. However, distinguished by gender, female potential customers show a higher desire for competitive brands for both, as a luxury as well as a performance brand, while

male potential customers show surprisingly a higher desire for competitive brands when it comes to performance cars.

Perception

Perception is the way that individuals select, organize, and interpret data to create a meaning for themselves. Customers usually view goods based on their perception since they do not buy the goods. Thus, a brand can be seen as a prejudice Consumers initially have feelings towards a brand before they even consume it. The perception of the brand image is very important, since consumers analyze the personality of a brand, and then creates meaning out of the brand.To perceive quality of the brand, consumers often look at price. In general, consumers want brands that offer them high quality at a reasonable price. A firm’s way of sales promotion can have either a positive or a negative influence on the consumer’s perception of the brand’s quality. It also has an impact on the brand images. For example, a firm that always has price promotions can let a consumer to perceive the low quality. Conversely, if consumers see special offers from a brand once in a while, they will feel more rewarded for being a customer. By advertising this way, the firm can keep the consumer’s perception of quality that they have for the brand, while also keeping a positive image of the brand in the consumers min. It is important that a brands identity matches the consumer’s image of the brand because this determines whether a brand will gain the trust of consumers, and whether the brand will success or not.

DIALLO MBAYE-FALL CERGAM(2003) Managerial implications

In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of retailers and manufacturers. Private label brands have made tremendous inroads over the past two decades. Although the success of private labels has been limited to certain product categories and segments of consumers, retailers continue to expand the domain of private label offerings. In this

exploratory study, our objective was to assess how PLBs are perceived in a multiculturalcontext. Findings comprise some main points that are valuable for retail firms operating in multi-cultural contexts. First, an array of statements is found to be highly associated with PLBs image including convenience, youth, economy, reason and simplicity. Some of these items (i.e. convenience and reason) were previously associated with national brands. Thisresult shows that consumers are now aware that PLBs are improving their quality. So, from now on, retailers have to launch much more PLBs products and to focus on their improved PLBs quality. Similarly, the results of the blind test are interesting yet surprising in the sense that respondents found PLBs to be higher than national brands in terms of taste. Retail firmmay try to encourage consumers to compare the taste of their brands versus national brands in their campaigns of communication. In addressing the question whether consumers from different cultures but living in the same context perceive differently PLBs image, the findingsof the study suggest that there are much more similarities than differences of PLB image perceptions. Only two attribute statements (related to convenience and youth) on eleven are differently perceived by consumers. This result is interesting in a strategic level because similar image perceptions in multicultural context allow retailers to standardize their retail offer and communications. This means that they spend much less money on communication.

Srinivasan .V,Chan Su Park,Dae Ryun Chang 2005Research Paper No. 1685(R2)

The incremental contribution is driven by the individual customer’s incremental choice probability for the brand in comparison to his or her choice probability for the underlying product with no brand-building efforts. The approach takes into account three sources of brand equity – brand awareness, attribute perception biases, and non-attribute preference - and reveals how much each of the three sources contributes to brand equity. This is done by taking into account not only the direct effects of these three sources on choice probabilities, but also the indirect effects through enhancing the brand’s availability. The method provides what-if analysis capabilities to predict the likely impacts of

alternative strategies to enhance a brand’s equity. The survey-based results from applying the method to the digital cellular phone market in Korea show that the proposed approach has good face validity and convergent validity, with brand awareness playing the largest role.

Nelson and McLeod(2005)

"Why well known brands are preferred over lesser known goods is a million dollar question which has been explored by foreign researchers for their own population. No famous research on the subject specifically targets Pakistani youth but assuming that youth generally behaves in similar fashion and is affected by almost the same factors, we get wealth of information from foreign articles. According to Nelson and McLeod (2005) , peers have a significant influence on youth's buying patterns. Parents can also affect buying decisions."

Shu -Hsien Liao,etnoWidowati PA,Da-Chian Hu Study of the relationship between brand awareness, brand association,

perceived quality, and brand loyalty(2005) Journal of Marketing Research

From this research we could present some contribution and managerial implication, as well as its limitation and suggestion for future research.

Contribution and Implications

One of the contribution of this research is that the result established that four dimensions model of consumer based brand equity is the distinct dimension/construct consistent. Another contribution is that this present research enriched the consumer based brand equity measurement by tested and found that there are direct and indirect causal relationship among dimensions of

brand equity, while previous studies tested and found associative relationship among dimensions of brand equity. In this study, we found that brand association is the most important variable which affect brand loyalty. We also found that brand awareness affect brand loyalty via brand associations. This has been indicated by Pitta and Katsanis that brand associations of the product can be stored in consumer’s minds after brand awareness of the product are already in their memory. Thus brand association is mediate the relationship between brand awareness toward brand loyalty support our hypothesis. We also found that brand association plays as a suppressor in our model that leads to inverse relation between brand awareness and perceived quality, and perceived quality toward brand loyalty that against our hypothesis. Finding shows that brand association become a very important dimension to affect brand loyalty. It has implication that manager have to maintain or strengthen their effort upon the brand association as: to keep their clean-lines, cheerful atmosphere, good taste and price, and friendly staffs. Even Mc Donald’s targeting a diverse market ranging from children to elderly people, manager have to beaware about customer’s characteristic relevant with their age and individual habit toward the restaurant. The descriptive statistic of demographic characteristic and information about individual habit of the consumer in this research may could be considered, or become an example for the manager to get information from their customer.

Kotler& Lane,(2006)

Due to findings, working moms who were using differences brand would be perceived their brand with difference ways. Working mom who were using Pigeon perceived that Pigeon was innovating, Avent was modernizing and Chicco was safety for their babies. These results were based on marketing communication programs that have been implementing from each brand in order to create their brand characteristic and brand differentiation from other players. By the way, in this sense totally contrast with brand equity, demographic that creating differences in working moms were income. The different level in monthly income created different attitude baby accessory products. The working mom who had high income preferring to choose brand used via emotional appearances more

than functional appearances they were choosing brands that reflect their taste, characteristic and social status. As this study working mom has perceived Pigeon as “brand acceptance” and they also had well attitude, well feeling and also believed this brand is contributed them to feed and treat their babies much more easier than others. Similarity to Avent working moms had well feeling, and well attitude toward Avent brand. Chicco had a little contrast from others there was less well feeling and less well attitude. According to marketing communication programs, below the line and above the line activities were different based on the brand perception but were not different regarding brand equity. It means both tools are key factors to build brand awareness and perceived quality simultaneously. However, the different marketing programs did not affect the brand acceptability and brand attitude.

Finally, the result was found that there was the positive relationship between brand perception and brand equity. The brand perception is consumers’ ability to identify the brand under different conditions, as reflected by their brand recognition or recall performance. In other word, brand perception is messaging that conveying from brand builder to consumer and creating awareness upon each branding while band equity is the added value endowed to products and services. This value may be reflected in how consumers think, feel and act with respect to the brand that consumers had perceive from marketing Wonglorsaichon&Sathainrapabayut 393 programs. Brand equity is an important intangible asset that has psychological & financial value to the firm. The premise of customer-based brand equity models is that the power of brand lies in what customers have seen, read, heard, learned, thought and felt about the brand over time. In other words, the customers start to aware the brand, perceive the quality of brand and then to accept the brand and finally have good attitude toward brand. The awareness and perceived quality is a significant component of brand perception while the acceptability and good attitude of brand are the important factors of brand equality.

Cecilia Karlsson, Sandra Parlmer(2007)

This paper examined that the objective of with EM is creating awareness, regarding to the corporation, brand and product together as well as to establish and maintain relationship.

Bernard J. Jansen, Mimi Zhang, Ying Zhang Brand Awareness and the Evaluation of Search Results (2007) A journal on Marketing Management, vol 24

Study findings show that branding as a perception of product has a dramatic effect on user’s evaluation of system results. Performance evaluations varied by more than 25% between the top-most rated search engine and the bottom even though results were identical in both content and in presentation. It appears that even though Google is the most commonly used engine for searching, Yahoo! has a positive branding awareness. This may help explain why Yahoo! has endured and prospered in a competitive marketplace where so many other search engines(i.e., Excite, Northern Light, and Infoseek) have come and gone. Future research involves quantitative and qualitative analysis of experimental data to tease apart the nuanced relationship between perception of performance and brand, and how to incorporate branding into the system design process.

Pa. Keerthi, R. Vijayalakshmi(2008)

The study revealed that in general, all the respondents/policy holders have certain level of expectations from the services that are to be delivered by an insurance company. Their expectations level varies from the irrespective of the demographic profile but they look forward to excellent delivery of services. Further, the study gave an insight into the actual experience of services provided by the policy holders of LIC & ICICI Prudential. The study revealed the true fact that both LIC & ICICI Prudential do not show any differences in the delivery of services in case of two cases namely- gender and income of the policy holders. But in case of the other demographic factors such as age, marital status, number of the members in the family, education and occupation of the respondents, both the insurance companies have shown their variations in delivering the services. As

such, all the policy holders of LIC & ICICI Prudential have shown their satisfaction towards the services of both insurance companies. The forthcoming years will be more dynamic and challenging for these insurance companies as delivering excellent services to all the strata of the economy will ensure their share.

Tiana Barnes, Sarah Hockaday, BintaAbubakar (2008)

There are a number of implications for managers in these findings. To maximize the effects of advertisement on awareness, managers must first attempt to increase the “rate of exposure” of consumers to placed products. Although hypothesis one is proven to be true, awareness and buying behavior are positively correlated; theyare still lacking exposure to advertisements in the marketplace. Managers should attempt to match their advertisements to the consumers who are likely to purchase their products. This also proves that a lack of awareness leads to lack in product sales. Hypothesis two, that consumer attitude and buying behavior are positively related toconsumer awareness is also found to be true. Consumers were found to be fond of fitness apparel that was comfortable over all other factors administered. Management should focus on making certain that consumers are aware of how comfortable the product is and all the benefits of utilization of the brand. Lastly, hypothesis three, awareness is positively related to gender was also proven true. 52% of the participants in the study were female andof this 52 %, 81% of them saw advertisements for the line on television, magazines, or billboards. Managers mustfocus on expanding the products target market. Advertisements should be produced that portray to its target market, its benefits, and how they not only aid the professional female athlete, but also the avid jogger, hiker, or aerobics instructor. In conclusion, future research is needed into the effects of advertisement of consumer awareness, buying behavior and attitude. By studying how advertisement effects consumer awareness, buying behavior and attitude, researchers can conclude why consumers who are aware products do not purchase them when given the opportunity. Perhaps such research will be able to uncover the principles that lie behind successful product placement and increasing sales.

Ovidiu I. MOISESCU (2009)

Brand awareness, as one of the fundamental dimensions of brand equity, is a prerequisite for the market success of both durables and nondurables brands. It represents a main factor for a brand to be included in the buying decision process consideration set, as most of the consumers prefer buying brands they are aware of (brands they are familiar with or, at least, they have heard of). Brand awareness influences consumers’ perceived risk assessment and their confidence in the purchase decision, both in the case of durables and non-durables. Still, the importance of brand awareness in perceived risk assessment is significantly higher in the case of durables, which suggests that, in order to reduce the perceived risk associated to brand choice, it is essential for brand awareness to be generated (at least at the unaided level), especially in the case of durables. Moreover, considering the fact that the perceived risk associated to buyinga brand with no aided awareness is similarly high, no matter the age, education, income or gender of consumers, there is no sense in market segmentation (considering the above mentioned demographics) in order to identify consumer categories for which brand awareness does not influence perceived risk assessment. Although the research results should be adjusted considering other factors which could impact consumers’ buying decision, they suggest that in the case of non-durables there is a stronger limitation to brand choice share growth as brand unaided awareness grows, in comparison to the case of durables. Actually, if to be considered, an unaided brand awareness based monopoly could be generated only in the case of durables. Even though brand choice share cannot be exclusively caused by the level brand unaided awareness, the depicted exponential model suggests that, both in the case of durables and non-durables, as unaided brand awareness modifies, the brand’s choice share also has a tendency to modify in the same direction, but at a higher variation rate. Therefore, the elasticity of brand choice share in relation to unaided awareness is higher as the brand’s market leadership has a higher level. Unaided awareness growth has a stronger impact on choice share when the brand already has a high brand unaided awareness. In order to create, maintain and expand own brands’

choice share, companies must understand the importance of growing and leveraging brands’ aided and unaided awareness & act accordingly. Marketing integrated communication must be implemented, with special emphasis on advertising and customer relationship management, which play fundamental roles in this direction.

Friederke Busch, Diego PlanasRego(2010)

The results from the research clearly indicate that there are differences in the perception of the brand image of Kinder. The results show with very clear similarities and differences to which extent the different cultural backgrounds affect the image of a brand. The qualitative method helped to define the similarities and differences and enabled the authors to compare the image perception by means of brand personality dimensions, which were obtained thanks to the approach taken into gathering the data. Moreover the combination of the literature research and the primary data made it possible to answer the preceded research questions. The associations that shape the brand image are a combination of product features that have an impact on brand personality. These vary from physical attributes such as price or design, previous experience with a brand, associations about user profiles and influences from the brand identity. Moreover, these associations differ slightly individually and significantly in a cultural comparison. These allowed the authors to verify the validity of the conceptual model that was built according to the various theories used. Since culture plays a major role in the association process, the attributes and traits that the individual gives to a brand are dependent on it. The manifestation of brand personality dimensions showed distinctive similarities within each culture, but all the same, differences between all investigated nationalities. The brand personality of Kinder is perceived differently according to all this aspects in every one of the different cultures. Consequently, it can be concluded that the brand image of Kinder differs between cultures.

Maria Johanssan (2010)

The purpose of the study was to based on the fact that social media are predicted to really have a strong breakthrough in the year,look at how companies use them in branding. The most important message that comes across from the interview with the company, is that the great respondents see, is for the company

to find the right balance between providimg constraints for the great interest for the audience, while at the same time respecting what kind of the information a company can really go out with.

Chapter 5Theoretical

Aspects

5.1 BRAND

Kotler defined a brand as “a name, term, sign, symbol, design or a

combination of these that identifies the makers or seller of the product or

services”. According to Kapferer (2004), a brand is a name that has the power to

influence a buyer. He went further to say that this influence could be as a result of

a set of mental association and relationship built up over time among customers

or distributors.

5.2 BRAND EQUITY

Since the development of brand equity in 1980’s, there have been rapid

developments in the subject. This is due to the fact that branding has been

recognized as an important factor for the success of a firm especially in a very

competitive business environment.

In the literatures, different definitions of brand equity have been proposed.

According to Park and Srinivasan (1994), brand equity has no acceptable

definition. Farquhar (1989) defined brand equity as the value which the brand

adds to the product. Similar definitions were provided by researchers such as

Aaker 1991, Keller 1993, Leuthesser 1998, Yoo and Donthun 2001.

Keller (1993 p.8) sees brand equity as “the differential effect of a brand

knowledge on consumer response to the marketing of a brand”. This is based on

the assumption that the power of a brand lies on what have been learned, heard,

seen and felt by the customer about the brand over time. Aaker (1991,p.15)

provided the most precise definition of brand equity, he defined brand equity “as

a set of brand assets and liabilities linked to a brand, its name and symbol, that

add to or subtract from the value provided by a product or service to a firm

and/or to that firm’s customers”.

In other word, brand equity can be said to be any asset or liability connected to a

brand name that adds or subtract value to a product.

The definition of brand equity can be widely classified into three perspectives i.e.

it could be based on financial perspective which stress the value of a brand to a

firm, customer perspective which sees brand equity as the value of a brand to

consumers and a combination of the two.

Our present study will focus on consumers based perception. Consumer based

brand equity can be divided into consumer perception i.e. (brand awareness,

perceived quality, brand association) and consumers behaviours (brand loyalty

and willingness to pay a high price). From the consumer’s perspective, brand

awareness, brand association brand loyalty and perceived quality are the most

important dimension.

5.3 CONCEPTUALIZATION OF CONSUMER BASED- BRAND EQUITY

Different conceptualisations of brand equity have been measured by

various researchers. Aaker (1991) view brand equity as a multidimensional

concept which is made up of perceived qualities, brand loyalty, brand

awareness, brand association and other propriety assets. According to him, Brand

loyalty has to do with the level of devotion a consumer has to a brand. Brand

awareness has to do with the ability of a potential buyer to identify a brand

among a product category. Perceived quality deals with the consumer’s

perception of the brands total quality or superiority. Brand association is anything

that is connected in a consumer’s memory of a brand. The other proprietary

brand asset has to do with patents and trademarks.

A similar conceptualization was proposed by Keller (1993). According to Keller

(1993), consumer based brand equity consist of two dimensions, brand

knowledge and brand awareness.

Therefore, for the purpose of our study, customer based brand equity will be

based on Aaker (1991 1996) conceptualization i.e. brand awareness, brand

loyalty, perceived quality and brand association.

5.4 BRAND AWARENESS

Brand awareness can be referred to as the degree of consumers’ familiarity

with a brand. Aaker (1991) and Keller (1993) stated that brand awareness is a vital

element of brand equity. According to Rossiter and Percy (1987), brand

awareness is the ability of consumers to distinguish a brand amongst other brand.

Keller (1993) conceptualized brand awareness as comprising of brand recall and

brand recognition. He went further to say that brand recall is the ability of

consumers to remember a brand from their mind when the product class is made

know.

Keller (1993, p. 3) argued that “brand recognition may be more important

to the extent that product decisions are made in the store”. Rossiter et al (1991)

noted that brand attitude and intention to purchase a product can only be

developed through brand awareness.

According to Aaker (1991 p.62), there are three levels of brand awareness:

Brand recognition: It is the ability of consumers to identify a certain brand

amongst other i.e. “aided recall”. Aided recall is a situation whereby a person is

asked to identify a recognized brand name from a list of brands from the same

product class.

Brand recall: This is a situation whereby a consumer is expected to name a brand

in a product class. It is also referred to as “unaided recall” as they are not given

any clue from the product class.

Top of mind: This is referred to as the first brand that a consumer can recall

amongst a given class of product.

Many researchers have seen brand awareness as an element that plays a vital role

in consumer’s choice of brand. In Lin and Chang (2003), the result of their study

established that brand awareness had the most powerful influence on consumers

purchase decision.

5.5 BRAND IDETITY

Hero Moto Corp. – The New Brand Identity

In continuation with the post named as Hero Sans Honda, discussing the

kind of options that are available with the company to get this change as

successful as possible, now lets just focus on how the company has now gone

ahead with the change earlier than the time that it itself had asked Honda group

for and paid a huge amount of money to Honda group to be able to use the

Honda name for its products till 2014. This marks a new beginning for the

company in the field of motorcycle manufacturing on their own after a long

journey they made together with the major two-wheeler stalwart of the world

Honda.

This change was made successful with the efforts being put in by the top

management to get this change done as soon as possible and the efforts of the

Wolf Ollins a global rebranding exercise specialist from Omnicom group and M/S

Law & Kenneth as the creative partner to the Wolf Ollins group.

And the company went ahead with the launch of the new brand Identity for

the company with a gala launching function at O2 arena in London on the banks

of river Thames, on August 9th, 2011 a lot sooner than the deadline of year 2014

as was chosen by the company itself, in which the company’s top brass including

the Chariman Dr. Brij Mohan Lal (Chariman) and Mr. PawanMunjal (MD and CEO)

and a lot of celebrity’s were present(Shahrukh Khan, David Couldthard (Formula

One Driver), Boris Becker (Former Tennis Player), Akon (R&B artist) and

IrfanPathan to name a few who graced the gala occassion) along with the dealers,

employees and their associates. The launch function went ahead successfully and

the company got a completely new identity under the new name for the company

Hero Moto Corp., a brand new logo, a new tag line and a whole new anthem for

the company composed by the Oscar award winning stalwart composer of India –

A. R. Rehman. The company has gone to the extent of launching the new brand in

London to make it clear to the world about the global ambitions of the company.

The new brand identity looks a lot trendier with the company going for a 3-

Dimensional (with a triangle, parallelogram and a trapezoid in the first letter of its

name, with sharper edges of the logo denoting style, engineering, innovation and

connection with the new brand) denoted by a H in capital letters in a totally

vibrant and a trendy style and all the others letters written in lower case letters

written in a totally white background with Hero written in red below it.

The black color in the logo stands for solidity and premiumness while the Red

gives a feeling of energy, passion, and confidence. Regarding the company’s new

branding, PawanMunjal, MD & CEO, Hero MotoCorp said, “Through this we shall

establish a new paradigm.”

The logo revolves around high energy and space. Speaking about the new

logo, Anil S Nair, chief executive officer and managing partner at Law & Kenneth,

tells afaqs!, "The new logo is in sync with the overall philosophy of pushing the

limits and boundaries. The earlier logo denoted stature".

The company has also roped in RanbirKapoor and IrfanPathan as its brand

ambassadors to establish a connect with the youth of the country as he has a

large fan following among the youth of the country and also continuing with the

current brand ambassador HrithikRoshan.

The company now has got a chance to show the world that they are not

just the cycle manufacturers that they used to be then they started and have

grown as a major two-wheeler player which can take on the giants of the world in

this field by making the others realize the potential of the company which was

very much limited earlier as a part of the joint venture with Honda. But now it

plans to make the customers understand that they have it in them to provide the

customers with the cutting edge technology based products which are completely

reliable and can match the style quotient of the other products available in the

market.

Now the new anthem for the brand which is of aroung 2 minuted duration

basically focuses on establishing an emotional connect with the customers

through an emotional appeal in the advertisement, which tells us the stories of a

common man in India and then goes on to tell the struggles that they go through

daily in their lives to be successful and that there is a hero in everyone of us.

Thus the tag line also very aptly fits in with the positioning of the brand – Hum

meinhai Hero. The advertisement strategy as of now doesnot focus on the

celebrity power with the ad talking completely about the common man, and thus

directly trying to establish a connect with the common man which Hero Honda as

a brand had with the tag line DhakDhak go.

Though to match the success of old tag lines and ads the new

advertisement has a long way to go but it seems like a step in the right direction

atleast.

The company has come up with two new products on the launch ceremony

itself a dual mode bike under the brand name Impulse- a 150 cc bike and Maestro

a 110 cc gearless scoter.

It seems on the whole that the company has managed the brand transition

very meticulously and with precision as otherwise it would have not been able to

fill in the shoes left vacant by the end of the partnership between Hero and

Honda and it seems that the company is moving in the right direction with the

kind of campaign it has come up with on all the different kinds of media like,

television, print and other different media available.

Let’s hope that Hero Moto Corp Ltd. is able to cater to the needs of the

Indian consumers with the same amount of success and with the same amount of

care for the needs of the consumers while designing the products as was done by

Hero Honda and is able to achieve even greater heights as a completely Indian

company that is now ready to take on the world and maintain and strengthen its

leadership position in the India

5.5 ACHIEVING BRAND AWARENESS

Aaker (1991) prescribed some of the following factors as ways to achieve brand

awareness:

Involve a slogan or jingle: a slogan is a visible feature of a brand. There can be a

strong link between a slogan and a brand. The slogan and jingle are powerful and

can be a great change for a brand.

Be different and memorable: as a result of the similarity between product and

their means of communication, product differentiation is important.

Symbol exposure: a known symbol will make it easier to recall and memorize a

visible illustration of the brand. A logo that is connected to an existing brand or a

developed brand will play a vital role in developing and keeping brand awareness.

Publicity: one of the most important ways to get publicity and create awareness is

through advertisement.

Event sponsorship: sponsorship of event can also help to create and maintain

awareness.

Consider brand extension: one way to increase brand recall is to show the logo or

name on the product and make the name popular. Example of this is coca-cola

which is more publicized than the key product.

Using cue: packaging is one of the most significant cues to a brand due to the fact

that it is what the purchaser sees when purchasing a product. If the product or

brand is not known, the only means of contact to the brand or product is the

package.

5.6 BRAND IMAGE

Engel Blackwell and Miniard (1993) referred to brand image as the combined

effect of brand association or consumers perception of the “brands tangible and

intangible association”. Keller (1993) see brand image as a perception or

association consumers form as a result of their memory concerning a product.

According to Low and Lamb (2000 p.352), brand image can also be referred to as

the emotional perception or reason that consumers place to a particular brand.

Thus, brand image does not exist in the features, technology or the actual product

itself, it is sometimes brought out by advertisement, promotion or users. Brand

image enables a consumer to recognize a product, lower purchase risks, evaluate

the quality and obtain certain experience and satisfaction out of product

differentiation.

Marketing researchers such as Keller (1993) have proposed that brand image is an

important element of brand equity. Krishnan (1996) found out that brands with

high brand equity are prone to more positive brand associations than those with

low brand equity. Also Lassar et al (1995) found out that brand with high brand

image rating always have higher brand equity and premium price. Conclusively,

Kwon (1990) reported that positive brand image is mostly likely associated with

preferred brands.

Conclusively, brand image can be said to be the brand association or consumer’s

perception about a particular brand as a result of their association with the brand.

5.7 PERCEIVED QUALITY

According to Aaker (1996) and Keller (1993,1998), perceived quality is a core

dimension of customers based brand equity as it relates to the willingness to pay

a price premium, brand choice and brand purchase intention.

Therefore, perceived quality can be said to be consumer’s perception of the

superiority of a brand which enables them to differentiate a brand from another.

5.8 BRAND LOYALTY

According to Aaker (1991, p39), brand loyalty is “the attachment that a customer

has to a brand”. Yoo and Donthun (2001) also referred to brand loyalty as the

tendency to be loyal to a brand and this can be shown by the intention of the

consumer to buy the brand as a foremost choice.

Although, the definition of behavioral brand loyalty deals with consumer’s sincere

loyalty to a brand as shown in purchase choice, the definition based on attitudinal

perspective stresses on consumers intention to be loyal to the brand. It is

presumed that consumers understanding of quality will be associated with their

brand loyalty. As the more loyal a consumer to a brand, the more he/she is

presumed to see the brand as a superior quality and vice verse. Also, the more

favorable association’s consumers have towards a brand, the more their loyalty

and vice versa.

Aaker (1991 2002) classified loyalty as follows:

Non- customer: these are people who buy the brands of competitors.

Price switcher: these are the once that are sensitive to price.

Passive loyal: these once are purchase brand/product as a result of habit rather

that reason.

Fence sitters: are those that are indifferent between several brands.

Committed: are those who are honestly loyal to the brand.

Kotler also classified loyalty to include switchers, soft-core, hard-core loyal and

shifting loyal

So far, we have been able to connect the views of various researchers that

address the issue of consumer based-brand equity. From our readings and what

we have been able to gather, we will like to state here that consumers base brand

equity have influence on consumers perception of brand. Favorable perceptions

of quality are more presumed to be developed by consumers who hold a

favorable association toward a brand.

Thus, consumer’s perceptions about the quality of a brand are presumed to be

high when they have strong association with the brand and vice versa.

5.9 MEASURING SOURCES OF BRAND EQUITY

Following two are the measuring sources of Brand Equity:

1) Qualitative Research Techniques:

Free association

Projective Techniques

Zaltman metaphor elicitation Technique

Brand Personality and Values

Experiential Methods

2) Quantitative Research Techniques:

Awareness

Brand Image

Brand Responses

Brand Relationships

Brand Dynamics

Equity Engine

Relationship to the CBBE Model.

For the Project I choose Brand Tracking Survey as a tool to determine the

level of Brand awareness and perception of Radio Mirchi.

5.10 Brand Tracking

Brand audits are a means to provide in-depth information and insights that

are essential for setting long-term strategic direction for the brand. In terms of

more short-term tactical considerations, less detailed brand-related information

should be collected as a result of conducting on-going tracking studies. Tracking

studies involve information collected from consumers on a routine basis over

time. Tracking studies typically employ quantitative measures to provide

marketers with current information as to how their brands and marketing

programs are performing on the basis of a number of key dimensions identified

by the brand audit or other means (Aggarwal&Rao, 1996). Tracking studies are a

means to understand where, how muchand in what ways brand value is being

created.

40 Tracking studies play an important function for managers by providing

consistent baseline information to facilitate their day-to-day decision-making. As

more marketing activity surrounds the brand, it becomes difficult and expensive

to research each individual marketing action. Tracking studies provide valuable

diagnostic insights into the collective effects of a host of marketing activities on

the customer mindset, market outcomes, and perhaps even shareholder Value.

The reality is that marketing can create all types of effects in the minds of

consumers that may influence how they respond to subsequent marketing

activity. Regardless of how few or many changes are made in the marketing

program over time, it is important to monitor the health of the brand and its

equity so that proper adjustments can be made if necessary. A number of

ingredients characterize a successful tracking program. To capture the effects of

the complex, varied marketing activity that make up many marketing programs, it

is important to adopt detailed, rich marketing models. If well-specified, these

models should directly suggest a comprehensive, robust set of measures to

employ in tracking. At the same time, it is important to adopt a modular approach

to tracking – not every type of measure needs to be included in every tracking

survey every time. For example, detailed measures of specific performance and

imagery benefits may be included less frequently than basic measures of brand

awareness, attitudes and behaviors that are likely to be impacted by a broad

range of marketing activity. Finally, firms must obviously adopt good survey

practices and carefully design surveys, collect data, and interpret results.

Chapter 6Objectives

6.1 OBJECTIVES OF THE PROJECT

1) To determine the level of Brand Repositioning of HERO MOTO CORP

amongst the users in Nagpur city.

2) To determine the Brand Perception and Brand Image perceived by the

users in Nagpur city.

3) To determine the level of brand performance of HERO MOTO CORP in

relation to certain aspect’s such as Quality, style, Servisesafter the Rebranding .

Chapter 7Research

methodology

Chapter 7Research

methodology

7.1 RESEARCH METHODOLOGY

STATEMENT OF THE RESEARCH PROBLEM

The project study is based on examining the brand awareness and brand perception of HERO MOTO CORP in Nagpur city after rebranding taking into consideration the elements of brand equity.

JUSTIFICATION OF THE PROBLEM

Since HERO MOTO CORP is a leading two wheeler brand, it was necessary to study

that whether people are able to recognize brand elements and develop a

perception according to the branding efforts carried out by HERO MOTO CORP.

OBJECTIVE TO BE FULFILLED

The objective to be fulfilled was to study the Brand awareness and perception of

HERO MOTO CORP after the rebranding it is more afforts take to convert the

mindset of the consumer amongst the users in the four main zones in Nagpur.

ASSUMPTION OF THE STUDY

It was assumed before the study that the surveyed people will participate with an

unbiased opinion so that the desired objective is met.

TYPE OF THE STUDY

a) Research Design - Exploratory Research.

b) Research instrument - Structured Questionnaire.

SAMPLING PLAN:

a) Sampling method - Probability sampling.

b) Sample size - 100(From different zones of Nagpur

SAMPLING DESIGN:

MULTI – STAGE SAMPLING

Multi stage sampling is the further development of principle of cluster sampling.

So we have divided Nagpur into four regions (North, east, West, South), which are

the different strata of the sample. Under each stratum, we have divided users into

three categories of age group (18-22, 23-30, 30-40). So that the whole population

is represented.

SOURCE DATA:

a) Primary data - a) Structured Questionnaire.

b) Interview as method

b) Secondary data - From the company website.

7.2 RESEARCH INSTRUMENT

Research instrument used was a structured questionnaire. The questionnaire

included questions regarding the brand awareness, perception, performance,

loyalty. Thus the questionnaire was used as a research instrument to gather the

primary data regarding the study.

Chapter 8Data

Interpretation

Q1] WHEN YOU THINK OF TWO WHEELER WHAT COMES IN YOUR MIND?

35%

15%20%

15%

15%Question 1

Brand

Style

Quality

Service

Other

Answers BRAND STYLE QUALITY SERVICE OTHER

Respondents 35 15 20 15 15

Percentages 35% 15% 20% 15% 15%

INFERENCE

From the survey, it is found that the amount of listeners of radio is 15% out of all

respondents.

Q2] IDENTIFY THE BRAND?

H E_ O _ O _ D _

H_R_ M_T_C_R_

Answers HERO HONDA HERO MOTO CORP

Respondents 64 36

Percentages 64% 36%

HERO HONDA HERO MOTO CORP

INFERENCE

From the survey, it is found that 91% of total respondents identified the RADIO

MIRCHI. This shows that the brand recognition of HERO MOTO CORPis quite high.

Q3] MENTION THE FIRST THREE TWO WHEELER BRAND THAT COMES TO YOUR

MIND?

1]---------------------------

2]---------------------------

3]---------------------------

Positions HERO HONDA HERO MOTO BAJAJ

Respondents 54 25 21

Percentages 54% 25% 21%

74%

15%

11%

Question 4

123

Q4] HAM ME HAI --------- ?

Answers HERO MOTO Others

Respondents 93 7

Percentages 93% 7%

93%

7%

Question 5

Radio MirchiOther

Q5] DHAK DHAK--------- ?

Answers HERO HONDA Others

Respondents 93 7

Percentages 93% 7%

93%

7%

Question 5

Radio MirchiOther

Q 6] IMPULSE IS THE BIKE OF WHICH

COMPANY?................................................................................

93%

7%

Question 5

Radio MirchiOther

Answers IDENTIFY NOT

Respondents 93 7

Percentages 93% 7%

Q 7] SPENDOR IS THE BIKE OF WHICH

COMPANY?...............................................................................

93%

7%

Question 5

Radio MirchiOther

Q8] IS A LOGO OF WHICH

BRAND?.......................................................................

Answers IDENTIFY NOT

Respondents 93 7

Percentages 93% 7%

Answers Others

Respondents 93 7

Percentages 93% 7%

93%

7%

Question 5

Radio MirchiOther

Q9] WHICH IS YOUR FOVOURITE TWO WHEELER

BRAND?...............................................................

93%

7%

Question 5

Radio MirchiOther

Answers HERO MOTO HONDA BAJAJ TVS OTHER

Respondents 93 7

Percentages 93% 7%

Q10] HERO HONDA PROVIDES FULL SATSFACTION?

35%

15%20%

15%

15%Question 1

BrandStyleQualityServiceOther

Q11] HERO MOTO CORP PROVIDES FULL SATSFACTION?

Answers BRAND STYLE QUALITY SERVICE OTHER

Respondents 35 15 20 15 15

Percentages 35% 15% 20% 15% 15%

Answers BRAND STYLE QUALITY SERVICE OTHER

Respondents 35 15 20 15 15

Percentages 35% 15% 20% 15% 15%

35%

15%20%

15%

15% Question 1

BrandStyleQualityServiceOther

Q12] HERO HONDA IS TARGETED FOR YOUTH?

35%

15%20%

15%

15%Question 1

BrandStyleQualityServiceOther

Q13] HERO MOTO CORP IS TARGETED FOR YOUTH?

Answers YES NO

Respondent

s 35 15

Percentages 35% 15%

Answers YES NO

Respondent

s 35 15

Percentages 35% 15%

35%

15%20%

15%

15%Question 1

BrandStyleQualityServiceOther

Q14] IF NOT YOUTH THEN WHAT DO YOU THINK FOR WHOM IT IS

TARGETED?................................

93%

7%

Question 5

Radio MirchiOther

Answers AGE GROUP Others

Respondents 93 7

Percentages 93% 7%

Q15] WHO IS THE BRAND AMBESSEDOR OF HERO HONDA……………………….

93%

7%

Question 5

Radio MirchiOther

Q16] WHO IS THE BRAND AMBESSEDOR OF HERO MOTO CORP……………………

Answers IDENTIFY NOT

Respondents 93 7

Percentages 93% 7%

Answers IDENTIFY NOT

Respondents 93 7

Percentages 93% 7%

93%

7%

Question 5

Radio MirchiOther

Q17] WHAT YOU DON’T LIKE ABOUT HERO HONDA

35%

15%20%

15%

15%Question 1

BrandStyleQualityServiceOther

Q18] WHAT YOU DON’T LIKE ABOUT HERO MOTO CORP

Answers BRAND STYLE QUALITY SERVICE OTHER

Respondents 35 15 20 15 15

Percentages 35% 15% 20% 15% 15%

Answers BRAND STYLE QUALITY SERVICE OTHER

Respondents 35 15 20 15 15

Percentages 35% 15% 20% 15% 15%

35%

15%20%

15%

15%Question 1

BrandStyleQualityServiceOther

Q19] IF YOU ARE A CONSUMER OF HERO HONDA, ARE YOU PROUD OF IT?

Positions YES NO

Respondents 74 15

Percentages 74% 15%

74%

15%11%

Question 4

123

Q20] IF YOU ARE A CONSUMER OF HERO MOTO CORP, ARE YOU PROUD OF IT?

74%

15%

11%

Question 4

123

Positions YES NO

Respondents 74 15

Percentages 74% 15%

Chapter 10Suggestion

s and recommen

From the above data analysis and statistical interpretation, following are the

suggestions to HERO MOTO CORPfor enhancement of its BRAND.

1) HERO MOTO CORP(MIRCHI SUN NE WALE ALWAYS KHUSH). They can carry

out certain contest such as “HAPPY GO LUCKY” in various events in colleges

or anywhere else in parts of Nagpur city. So that the people perceive HERO

MOTO CORPas a FM channel that gives the feeling of happiness.

2) To promote the tag line (ITS HOT), they can call the celebrities on FM

channel those who are perceived HOT by the listeners and should dedicate

an interactive program for this purpose.

3) Apart from the promotional activities they can effectively utilize various

advertising medium such as TV, NEWSPAPER, MAGAZINES etc. to

intensively promote their brand elements such as Tag line, Frequency

(98.3), Logo and Jingle.

4) As for a Radio channel, it is important for the people to know the frequency

of that channel. HERO MOTO CORPshould promote its frequency rather

than the Tag line and Jingle because from the survey, it is found that some

percentage of people don’t know that 98.3 is frequency of RADIO MIRCHI.

5) From the survey, it is found that quite a high percentage of people use

Radio as a medium to listen to music. So HERO MOTO CORPcan take the

advantage of this fact and play all variety of songs rather than only latest

songs because surveyed people felt that HERO MOTO CORPplays only

repetitive latest songs. This gives the advantage to other FM channels that

play variety (Genre) of songs. So HERO MOTO CORPshould also take into

consideration this fact and increase the variety of songs in its database.

6) HERO MOTO CORPsound clarity is good but still it can improve by taking the

help of latest technology because some percentage of surveyed listeners

think that the competitor FM channel have better sound clarity than the

RADIO MIRCHI.

7) From the study, it is found that HERO MOTO CORPbeing a favorite Radio

channel is positively correlated to having best Radio Jockey and providing

full entertainment. But it is not strongly correlated. Thus HERO MOTO

CORPcanimprove the quality of its Radio Jockeys.

8) HERO MOTO CORPcan provide full entertainment by having more

interesting programs / themes and coming up with more contests that will

provide full entertainment for listeners of Nagpur region.

9) For the Nagpur region HERO MOTO CORPcan conduct contests for the

listeners such as “WHO KNOWS THE NAGPUR BEST?”, “MAIN BANUNGA

RJ”, “JO BOLEGA WHO JEETEGA – A contest to ask people to give

suggestions to HERO MOTO CORPto improve”.

10) HERO MOTO CORPshouldpromote these contests through various

advertising media. Thus becoming a one stop for full entertainment for all

the listeners.

11) From the survey it is found that the HERO MOTO CORPis giving too

many advertisements, so the people are getting bored and because of this

their listenership is hampered. So, HERO MOTO CORPshouldreduce the

frequency of advertisements and should charge more for each

advertisement. As HERO MOTO CORPis well established brand, Advertisers

would readily agree to pay more.

12) To maintain the perception that HERO MOTO CORPis targeted for

youth, HERO MOTO CORPshould sponsor various youth oriented collegiate

events in Nagpur and can use their RJ’s as their promoters and promote

their shows in the following events they sponsor and should continuously

tap the mind of listeners that HERO MOTO CORPis youth FM channel by

using the advertising media and through contests on their FM channel.

13) To continuously promote the HERO MOTO CORPbrand and its brand

element, brand awareness and to maintain its perception in the minds of

young listeners, HERO MOTO CORPshould take an initiative to form a

MIRCHI GANG similar to BULLET CLUB or BIKERS GANG, etc; HERO MOTO

CORPshould host events for their club members and provide various

contests and facilities for their members and also providing them with

HERO MOTO CORPmerchandises for distinct identity as well as direct

promotion of the MIRCHI GANG in turn RADIO MIRCHI. MIRCHI GANG

should take up the social initiatives like creating awareness regarding

environmental issues, current crises, social issues, etc. so that HERO MOTO

CORPbrand is indirectly promoted with social recognition in the minds of

listeners. Creating this sort of MIRCHI GANG by involving youth in it and

carrying out the social activities will definitely create the required

awareness of the brand in the minds of both the YOUTH as well as OTHER

age group people.

14) This initiative will create a legacy and shall continue over years. Thus

attracting the most important brand element – LOYALTY.

Chapter 11Conclusion

10.1 CONCLUSION

After data collection, analysis and its interpretation the next important step is to

draw the conclusion based on the information extracted form the data collected.

In this chapter conclusion is drawn just not on the basis of data collection but also

on the opinion given by the respondents during informal interview.

Conclusion in this chapter is drawn from the brand tracking survey that is

conducted and to attain the project objective. Thus establishing almost the

complete correlation between the data collected and objective of study and

conclusion or results drawn.

10.2 CONCLUSION ON BASIS OF BRAND TRACKING SURVEY

1) The brand awareness of HERO MOTO CORPis found to be quite high

whether it is aided recall of brand elements or unaided brand recognition.

But there is always a scope of improvement. Hence, HERO MOTO

CORPshouldcontinue its intensive branding effort to promote its brand.

2) It is found that the perception of HERO MOTO CORPin the minds of the

listeners is that HERO MOTO CORPis targeted for youth and it gives the

feeling of enjoyment and fun to the listeners apart from feeling of

happiness and HOT. So HERO MOTO CORPshouldtry and promote its brand

in a way that the desired perception is achieved.

3) From the survey it is found that the brand performance of HERO MOTO

CORPrelating to certain aspects like sound clarity, songs, Radio Jockey and

entertainment is good. But still, in the view of listeners HERO MOTO

CORPshould improve in all the aspects for becoming a full entertainment

FM channel.

4) From the survey it is concluded that HERO MOTO CORPhas the potential of

being a brand to whom the listeners can be loyal and it should work on this

fact.

10.3 FUTURE SCOPE OF THIS STUDY

In this study, only the level of brand awareness, perception, and performance of

HERO MOTO CORPis determined. People who want to study these aspects of

HERO MOTO CORPin the near future can actually find out the value of the brand

equity of RADIO MIRCHI. People can also find out the Brand value of RADIO

MIRCHI.

For those who intends to do research in this topic of STUDY OF BRAND

AWARENESS AND PERCEPTION OF RADIO MIRCHI, the study done by the

Researcher can be of good help.