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Business Research

Methodology

Brand Building of Sialkot, Pakistan

Football Industry



Group Members

Ali Raza 049

Arslan Khan 040

Jaffer Hussain 050

M.Sabir Ayoub 046

M.Harris Ghaffar 048



What is Branding?

A brand represents many more intangible aspects of a

product or service

A collection of feelings and perceptions about quality,

Image, Lifestyle and status. A brand is not an icon, a slogan, or a mission statement.

It is a promise- a promise that a company can keep.



How to Build football brand

Establishing the proper brand identity

Creating the appropriate brand meaning

Eliciting the right brand responses

Building appropriate brand relationships with customer



Benefits of Brands

It creates in the mind of customers and prospects the

perception that there is no product or service on the

market that is quite like yours.

A brand offers the customer a guarantee and then

delivers on it.

Brand- As a Promise



Brand Building Concerning Buyer

It helps buyers to classify the product which they

like/dislike

It helps to identify marketer or sellers

It helps to reduce the time needed for purchase. It helps buyers to assess the quality of products

It helps to reduce buyers¶ perceived risk of purchase



Seller point of view

It lessens price comparisons among different suppliers

It facilitates promotional efforts.

It helps to promote brand loyalty which helps to stabilize

its market share.

Sellers are able to charge a premium for the brand.

Competitive edge among intermediaries



The World¶s Strongest Brand Share

The pricing strategy is based on consumer perceptions

of value..

The brand is consistent & relevant.

The brand is given proper, sustained support.

The brand¶s manager understands what the brand

means to customers.

The company monitors source of brand equity.



Branding View



Aims of Our Research

The main purpose to do research is to create the value

of Pakistani Football Brand in the international market.

How we can make our brand enough compatible that

they would be able to compete with other international

brand like (NIKE, REEBOK, SLAZENGER etc) in future.



Objectives of Our Research

Why Pakistan Football brands are not able to compete

with other international brands?

How to improve our brand image?

How to formulate our marketing strategy more effective?

Identify target clients?

How to target International market?



Methodology

We have devised certain methods to formulate our

research proposal including unstructured questionnaire,

interviews etc.

Areas covered include the research design, population,

and sample and sampling techniques, data collection

and analysis.



Population

All elements of interest in a particular study

Our population comprise of Football players and

manufacturers.

we have divided our population into two categories

Pakistani football productions companies

Local and foreign Football players



Sampling

We adopt the survey type of research

Details of the sample are as follows

30 football players

5 Pakistani football productions companies.



Data Collection

First of all contacted with football productions companies

mainly located in Sialkot through our contacts,

unfortunately due to limitation of time constraints and

resources we couldn¶t visit these companies but we

managed to contact them through mobile and email we

introduced our self, with those institutions as well asseek their consent for the study.



Data collection instrument

We collected data by administering a questionnaire. The

questionnaire will comprise of unstructured questions,

consisting of approximately 10 questions.



Football Players Response

Out of 30 respondents

14 said that they strongly prefer branded footballs

7 showed that they are least concerned about brand

3 of them showed mixed behavior

6 of the respondents sometimes prefer branded

footballs.



Interpretation

47%

23%

10%

20%

Brand Perception

strongly prefer least concerned mixed behavior sometimes prefer



Companies Response

Out of 5 Sialkot Pakistan football manufacturers

companies

2 companies didn¶t reply

2 of the companies said brand building techniques

should be focused upon.

1 company was satisfied with their brand image.



Interpretation

40%

20%

40%

Brand Perception of Companies

Brand Loyal Brand Builder No Comments



Suggestions

Companies should use Brand to improve revenue

The firm should use a brand personality

Marketing promotion of brand in print media and TV

Choice of different elements used to create a brand

identity such as color, owned name, slogans, and

symbols



Findings

Define the core brand's position and value clearly

Don't neglect Public Relations

Contract with international football clubs

Always remember the USP



Conclusion

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