Initial Proposal

Developing Foreign Brand in India

Introduction
A brand is unique identity given to product, Business or service. It may
be design, sign, symbol or combination of these that gives distinguishing
characteristics to product and differentiates it from competitor. In the
market driven economies today, brand names are an important source of
product differentiation and non-price competition, particularly in the
consumer goods sector. A name also plays an important part in an
advertising campaign and can be used to position a product, introduce a
new characteristic, indicate a product benefit or use, or create a
personality for product.
Increase travel, media overlaps between markets and the economies of
production and distribution are increasingly leading to the dominance of
international brands at the expense of local ones. Foreign brand names
have a special appeal for consumers in developing countries like India.
The attractiveness of foreign brand names assures a sizable market share
for the product. The consumers associate the foreign brand names with
tastes and consumption habits of developed countries whose way of life
has a strong influence in developing countries.

Problem Definition
With a developing country like India, which is accessible to all foreign
markets, the taste and choice of consumers are changing in no time.
Hence it is very much important for MNC`s to work on Brand
management & it`s positioning. The increasing number of major players
in Indian market is happening at unexpected pace. Thus how to sustain
for long time in Indian market is big question for all MNC`s, as they are
getting tough competition from china.
Other important question is that without brand names, marketing by
companies and shopping by consumers would be possible or not with
respect to foreign brand in India & what are various strategies to develop
in Indian market?

Research Objective
The aim of doing this study is to understand following things:
 To determine the strategies of foreign brand names in India.

 To discuss the role of foreign brand names in India.

 To ascertain consumers perceptions about the impact of foreign

brands on Indian economy in general and the consumer in
particular.
 To measure the extent to which the psychographic and
demographic factors affect consumers’ attitudes towards foreign
brands.
 To determine the impact of consumers ethnocentric tendencies on
their attitudes towards foreign brands.

Research Question
Based on above discussion, problem comes out of what are the various
ways in which the marketer can develop foreign brand in India or should
the marketer use brand personality as mean to develop foreign brand?
1. Who is in charge of developing the brand personality in the company?
2. What are the brand positioning statements?
3. What are the brand owners perception`s about their brand personality?
4. How is brand personality communicated through print ads to
customer?

Research design and methodology

The concept, use, role of foreign brand names and theory of about
consumer perceptions is basically referred from secondary sources of
information such as articles and text books. The journals studies for this
purpose include journal of Marketing, Journal of marketing research,
journal of advertising research, Journal of academy of marketing science
and Journal of international business studies. After laying down the
theoretical framework about consumer perceptions, the next phase of the
research is to test the theory empirically.

The primary data is in the form of the response of the sampled units is
collected through a structured and disguised questionnaire. A number of
variables have been tested by various statistical techniques.

Analysis Technique
The analysis is based upon statistical techniques such as frequency
distribution, measures of central tendency, measures of dispersion,
correlation analysis and analysis of variance.
Evaluation Criteria will be based on the demographic, psychographic
&ethnographic profile of respondents
Time Schedule:
Novem
October November December January
Task ber
2010 2010 2010 2011
2010

Initial

Proposal

Literature
Survey,
Questionnair
e Design

(10,000word
s)

Data
Collection
and Analysis

Draft Report

Final Report

Personal Details:
Name: Prasad Pandey
Registration No: GPBL-P/Oct 09/12
Award & Level: GPBL III
Mobile No: +91-997008974
Email: Prasadpandey08@gmail.com