VIVEL SOAP BRAND EQUITY

GROUP MEMBERS : M1219 Hemin Rajora M1256 Vikesh Bangera M1259 Vishal Shivkar

Brand Equity

A brands power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands

Marketing and Strategic Overview

VIVEL SOAPS Parent Company = ITC Tagline/ Slogan Khoobsoorati bas main ; duniya muthi main; Taazgi jo kareeb laaye USP Beauty with confidence Vivel Soaps Bathing Bars & Soaps 1. Luxury Crme 2. Beauty Soaps 3. Health Soaps

Target Group Vivel focuses on young consumers who are looking for a change and people who are not necessarily tied to a brand for many years. Has a push-pull strategy for promotion and distribution. Major Competitors LUX, DOVE,PEARS, MEDIMIX

Background and Role of the Research

Effective measurement of brand equity is critical to the development of brand strategy Role of Research To Estimate the market potential and perception towards Vivel Soap as compared to competitors. To find out causes of not keeping the Vivel Soap in stock. To determine whether the existing attributes of product are meeting the requirements To identify whether any changes are required in the existing product.

Objective
Business Objective To Understand Customer Brand Attitude and The Profitability of marketing initiatives to determine a brands financial value. Research Objective The research objective is to find the power of the brand Vivel as compared to competitors on the basis of the consumer and Financial framework.

Type of Research
Descriptive Research Survey studies Written questionnaires Personal interviews

Suggested approach
Qualitative Research In-depth/ one-on-one interviews Observational research Quantitative Research

Questionnaires

Suggested approaches can be carried out on the basis of the following parameters.
Consumer based approach Brand Awareness Perceived value Brand Loyalty Brand associations Financial based approach Market Share Profitability Time in Market Recent Growth

Reporting Requirements

PowerPoint Presentation Report consisting of statistical analysis between Vivel and Other Soap brands

Timing A time period of around 4 months will be required for research.

Existing Research or other information

BRAND LOYALTY AND LEVERAGABILITY: AN EMPIRICAL STUDY ON SOME SELECTED BRANDS OF SOAP

conducted by ZENITH International Journal of Multidisciplinary Research

REF: http://www.vivel.in/Bath-Care/Bathing-BarsAnd-Soaps http://zenithresearch.org.in/images/stories/ pdf/2011/July/14%20MRINAL%20Brand_Lo yalty_Final.pdf