marketing research project on brand extension

M a r k e t i n g R e s e a r c h

BRAND EXTENSION

04/07/2023 PRAXIS BUSINESS SCHOOL 2

A G E N DA

Project descriptionInterview with an expertEnvironmental contextProblem definitionApproach to the problemResearch designData analysisNet takeaway


P R O J E C T D E S C R I P T I O N

o To stretch or not to stretch?o The turmoil at Kingfisher Airlines brings us

to a fundamental question: How far can you stretch a brand before you actually start hurting it?

o Will the failure in the airlines business affect the mother brand?


I N T E RV I E W W I T H A N E X P E RT

o Kingfisher airlines helped in creating a brand image for Kingfisher beer

o Airline industry (India) has not performed well

o Kingfisher airline’s poor performance did effect UB share prices but were later back on track


E N V I R O N M E N TA L C O N T E X T

o Kingfisher Airlines has not been the only airlines to have made losses over the last few years. Other than Indigo Airlines, all the other players in the market are suffering. Kingfisher has simply compounded those losses.


P R O B L E M D E F I N I T I O N

MANAGEMENT DECISION PROBLEMWill Kingfisher Airlines’ turmoil affect the mother brand negatively

MARKETING RESEARCH PROBLEMDo consumers and investors associate Kingfisher Airlines to Kingfisher Beer


A P P R O A C H T O T H E P R O B L E M

Objective/Theoretical Framework- Consumer’s awareness of various Kingfisher

products

- Consumer’s perception of Kingfisher brand

- Investor’s perception of Kingfisher brand



Research questionso Have the sales of Kingfisher beer declined since

Kingfisher Airlines’ failure?o Any negative change in perception of the

consumers towards Kingfisher will end up in declined sales of Kingfisher beer.

o Have the share prices of United Breweries declined due to Kingfisher Airlines’ failure?o Any negative change in perception of the investors

towards Kingfisher will end up in declined share prices of United Breweries.



Hypotheseso Consumers buy Kingfisher beer because they

associate it with Kingfisher Airlines.o Investors invest in UB because they associate it

with Kingfisher Airlines.


R E S E A RC H D E S I G N

Research designToolScaling techniques

Sampling planSample size

ConclusiveQuestionnaireLikert & Nominal

scaleRandom100



Information requiredo Consumer’s awareness about the connection

between Kingfisher beer and Kingfisher airlines.o Consumer’s awareness about the current

situation at Kingfisher airlines.o The impact of Kingfisher airlines’ plight on a

consumer of Kingfisher beer.o Changes in investment preferences, if any, of

investors who invest in United Breweries.



Target populationo Consumers of kingfisher beero Investors of United Breweries


D a t a a n a l y s i s

Toolso Chi-square analysiso T test


C h i - s q u a r e a n a l y s i s

Hypothesis 1 o Null hypothesis rejectedHypothesis 2 o Null hypothesis accepted

Chi-square.xlsx


T t e s t

Hypothesis 1 o Null hypothesis acceptedHypothesis 2 o Null hypothesis accepted

MR_xl.xls


N e t t a ke a w a y

o People buy Kingfisher beer because they associate it with Kingfisher Airlines

o Investors invest in UB shares because they associate it with Kingfisher Airlines

(Result of t-test considered because of the high beta involved in Chi-square analysis)


Re c o m m e n d a t i o n

The brand stretch is hurting Kingfisher’s mother brand, Kingfisher beer. So they should either look to improve their airlines business or stop stretching the brand.


P R E S E N T E D BY

Avishek MehraAni l Nandyala

Gaurav AgarwalKhanin Lahkar

Prashant Madhogar iaSankha Ghose

Sourav Madhogar iaZeeshan Mohammad

marketing research project on brand extension

Business

kingfisher airlines failure

kingfisher airlines

kingfisher beer

negative change

united breweries

kingfisher brand

kingfisher

brand