mba project presentation 1jwt final project presentation
TRANSCRIPT
JWT Final Project Presentation 1
MBA PROJECT PRESENTATION
JWT Final Project Presentation 2
AGENDA
1. Objectives2. Literature Review3. Research Design4. Qualitative Research5. Quantitative Research6. Conclusion7. Recommendations
JWT Final Project Presentation 3
OBJECTIVE
The objective was to determine the contribution that brands can make to implement the “drastic change” phenomenon desired by Pakistani youth. Also to identify the factors that brands can implement in their branding strategy as a change embracer or change initiator.
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Literature Review
Qualitative Analysis
Quantitative Analysis
SPSS Analysis
Is the brand that use ‘Change’ as a dominant theme in its marketing communication embraced by customers or not
The youth wants an incremental change or a drastic change. The youth want a change initiator or a change embracer.Change slogan can translate into a purchasing behavior or not?(is practical implications of the change slogan is hindering its effectiveness)
Relationship between Brand Purchasing and Functional BenefitsMeasuring People’s Inclination towards Change Initiator or Change EmbracerMeasuring people inclination towards drastic change or incremental change
The brands that take “change” as their brand promotion strategy are embraced by the customers or not.
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LITERATURE REVIEW
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Psychological Ownership
Change InitiatorChange Embracer
Incremental Change
Movement Marketing
Drastic Change
Hypothesis
The brands that take “change” as their brand promotion strategy are embraced by the customers or not.
To measure the Pakistani youth preferences for already launched youth brand campaigns that stimulates their desire for change.
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DRASTIC CHANGE
“Drastic change goes beyond augmenting the status quo, requiring a shift to fundamentally different social practices, relationships and norms. It involves adopting a different paradigm that should empathize, engage, and empower its audience against the established pattern of perceived inequalities in order to make a difference within their own areas of influence.”
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Psychological Ownership
Change InitiatorChange Embracer
Incremental Change
Movement Marketing
Drastic Change
Hypothesis
The brands that take “change” as their brand promotion strategy are embraced by the customers or not.
To measure the Pakistani youth preferences for already launched youth brand campaigns that stimulates their desire for change.
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CHANGE EMBRACER EXAMPLEDJUICE
Industry Telenor
10.30%
12.36%
Subscriber Base 2011-12
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CHANGE EMBRACER EXAMPLETATA TEA
Urban Rural
85%
75%
Ad Recall
2007 2008
36.9
43.79
Sales
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618,157 people registered to Vote
2007 2008
19.40%
20.60%
Market Share
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CHANGE INITIATOR EXAMPLETATA TEA
In this campaign different aspects of life were shown in the TVCs, were the consumer being the advocate of the brand, communicate values that the brand holds and the strength it gives to its consumers.
The product attributes as well as the emotional connectivity both were shown in the TVCs
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Psychological Ownership
Change InitiatorChange Embracer
Incremental Change
Movement Marketing
Drastic Change
Hypothesis
The brands that take “change” as their brand promotion strategy are embraced by the customers or not.
To measure the Pakistani youth preferences for already launched youth brand campaigns that stimulates their desire for change.
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MOVEMENT MARKETING
The best way to reach people is to look for topics and causes around which they are already gathering and align one’s brand with those topics or causes.
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PSYCHOLOGICAL OWNERSHIP
By suggesting to individuals within an advertising campaign that they contributed to a social marketing cause, even when they have not, marketers and advertisers may be able to influence positive behaviors that result from high levels of psychological ownership
JWT Final Project Presentation 16Burma: Child Trafficking Nepal : "Occupy Baluwatar”Bangladesh : “Child marriage”
India: Strike against Rape Pakistan: Malala case
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Psychological Ownership
Change InitiatorChange Embracer
Incremental Change
Movement Marketing
Drastic Change
Hypothesis
The brands that take “change” as their brand promotion strategy are embraced by the customers or not.
To measure the Pakistani youth preferences for already launched youth brand campaigns that stimulates their desire for change.
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RESEARCH DESIGN
RESEARCH DESIGN19JWT Final Project Presentation
Secondary data analysis & literature review
Hypothesis for qualitative research
Qualitative research
Hypothesis for quantitative research
Quantitative research
Hypothesis Conclusion
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QUALITATIVE RESEARCH
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QUALITATIVE RESEARCH
• HypothesisThe brands which took “change” as their brand promotion strategy are embraced by the customers or not.
• Sub-HypothesisTo measure the Pakistani youth preferences for already launched brand campaigns that stimulate their desire for change.
• Target Population– Males– Females– Age 16-26
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FOCUS GROUPS
• 9 Focus Groups• 7-10 Participants per FG• Age Bracket:
– 16-26 years
• Layout of Focus Groups:– Respondents’ perspective of
Change– Enquire about brands that are
communicating Change in their promotions
– 3 products and two Advertisements of each, with and without change slogans were shown.
Male Female
Public University NED University Karachi
University
Private University IBA
IBA
Sir Syed University
Less- Educated
Class
Factory Workers
NursesConstruction Workers
Janitors
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PROCEDURE OF FOCUS GROUPS
Phase 1
• Meaning and Perception of the word ‘Change’• The kind of Change desired by the Youth• Areas where change is to be made• Sensitivity to the Environment• Perceived Capability to Create an Impact• Inclination towards Evolutionary Change
Phase 2
• Most Recalled Brand Advertisements• Likeability and Perception of Social Advertisements by Brands
Phase 3
• Enquire about the message shown in the advertisements
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EXPERT INTERVIEWS
• Comparison of students in Pakistan and Germany
• Change is determined by the establishment and the leadership
• Pakistan is rich in natural and human resources
• Pakistan ranks 128 on Global Competitive Scale
• Role of Youth in Egypt and Germany• Mr. Hartmut’s work with NHCD• Voda Phone’s “Power to You”
Mr. Umer Sultan (CEO FM 96)
• The educated youth has the potential to bring a lot of change; they only require a platform
• If you want progress you need to trust the youth
• Sadly youth of Pakistan are on the wrong track and are very distracted
• The Shazaib case is proof of the youth’s potential to bring about change
• Change can only come via peaceful measures
• Quaid-e-Azam didn’t fight a war, he brought about a revolution peacefully
Prof. Hartmut (enthusiast about Pakistan)
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QUANTITATIVE RESEARCH
• Main Hypothesis:– The youth wants an incremental change or a
drastic change. – The youth want a change initiator or a change
embracer.– Change slogan can translate into a purchasing
behavior or not?(is practical implications of the change slogan is hindering its effectiveness)
• Secondary Motive:– Obtained Key word preference and response
analysis.
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Descriptive Analysis Frame Work
Common Key Words: Key words: Change, Revolution, Entertainment, Aggressive, Empowerment, Education, Vision, Leader, Security, Youth, Terrorism, Women Empowerment, Curiosity, Motivation
One liner Questionnaire
Key Words, Accountability, Corruption, Creativity, Education,
Education Equality, Equality, Favoritism, good governance, honesty, Hygienic, Islamism,
Liberty, Modesty, No Change, No Coeducation, Originality, Positive
Attitude, responsibility, Revolution, Tolerance, Unity,
Women Empowerment
Interviews
Key words: Change, Revolution, Entertainment, Aggressive, Empowerment, Education, Vision, Leader, Security, Mohammad Ali Jinnah, Youth, Terrorism, Women Empowerment,
Curiosity, Motivation
Focus Groups
Key words, Education, Health, Change in Government,
Corruption, Women Empowerment, Vision, Inequality,
Inflation, Job Opportunities, Tolerance, Load shedding, Security, Power struggle, Insensitivity, Uncertainty
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QUALITATIVE RESEARCH CONCLUSION
• Youth are looking for functionality and practical approach
• Ongoing campaigns of Djuice and Vital Tea stir the emotional element but don’t translate to purchasing behavior
• Qualitative research proves that brands which don’t promote change but have a strong functional message would be preferred more by customers
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QUANTITATIVE RESEARCH
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Lyari
Orangi
Baldia
Site
Kemari
Saddar
Gulshan-e-Iqbal
Landhi
Gulberg
Korangi
North Nazimabad
North Karachi
Malir
Gadap
Defense
Cantonment
Bin Qasim
Liaqatabad
Jamshed Town
Shah Faisal Town
QUANTITATIVE RESEARCH
Sampling
• Karachi is divided into– 6 zones– 20 union councils
• Initial distribution was done on the basis of:– Gender, – Literacy rate– Population– Union Councils
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West6%
South20%
East30%
Central27%
Malir10%
Cantonments7%
CHALLENGES / FINAL DISTRIBUTIONWest South East Central Malir Cantonments
4
14
22
19
75
3
10
1513
4 43
10
1513
532
8
12 11
4 3
Literate Male Literate Female Illiterate Male Illiterate Female
•7 towns were eliminated due to Security Concerns•Union Council Distribution to Zonal Distribution
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QUESTIONNAIRE METHODOLOGY
• Questioning process
• Mobile/ Tea Ads
• Student vs Non-Student Population
Taking consent from the
respondents
If YES Ask Question 1Proceed to subsequent questions
If NOSearch for another
respondent
Emotional Card; 25%
Functional Card, 25%
Emotional Card; 25%
Functional Card, 25%
Male 50 % Female 50%
Voice 100%V
Emotional Card; 25%
Functional Card, 25%
Emotional Card; 25%
Functional Card, 25%
Male 50 % Female 50%
Lipton 100%
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Educated Male
Political
Change
Religio
us toler
ance
Attitudinal Chan
ge
Women
empowerm
ent
educati
on
Secu
rity
Health
Corruption
13%
11%12%
13%
8%
11%
6%
3%
11%12%
11%
9%
14%
9%7%
4%
24%23% 23%
22% 22%20%
13%
7%
Preferred Highly Prefereed Total Preference
KEYWORDS ANALYSIS
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Secu
rity
Women
empowerm
ent
Religio
us toler
ance
Political
Change
Attitudinal Chan
geHea
lth
educati
on
Corruption
12%
8%
6%
10%8%
7%
4%
1%
7%
10% 10%
6%
2% 3%4% 4%
19% 19%
16% 16%
10%10%
8%
5%
Preferred Highly Prefereed Total Preference
KEYWORDS ANALYSIS
Educated Females
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Secu
rity
Corruption
Religio
us toler
ance
Health
educati
on
Political
Change
Women
empowerm
ent
Attitudinal Chan
ge
8%
4%
9%10%
4%
6%5%
2%
12%
15%
11%
4%
8%
3%2% 2%
20% 20% 20%
14%
12%
9%
7%
4%
Preferred Highly Prefereed Total Preference
KEYWORDS ANALYSIS
Uneducated Males
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Uneducated Female
Secu
rity
Religio
us toler
ance
Women
empowerm
ent
Political
Change
educati
onHea
lth
Corruption
Attitudinal Chan
ge
6%7%
4%
6%
10%
8%
5%
0%
10%
1%
14%
3% 2%3%
10%
0%
16%
9%
18%
9%
12%11%
15%
0%
Preferred Highly Prefereed Total Preference
KEYWORDS ANALYSIS
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Overall
Secu
rity
Religio
us toler
ance
Women
empowerm
ent
Political
Change
educati
onHea
lth
Corruption
Attitudinal Chan
ge
36.20%32.40% 30.00%
34.80%
25.20%30.00%
13.30%
22.40%
38.60%34.80%
35.20%
23.30%
28.10%
17.60%
32.90%
15.20%
74.80%67.20% 65.20%
58.10%53.30%
47.60% 46.20%
37.60%
Preferred Highly Prefereed Total Preference
KEYWORDS ANALYSIS
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QUANTITATIVE ANALYSIS
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Hypothesis 1: Functionality is the key• Ho: People do not purchase brands that play on functional
benefits• H1: People purchase brands that play on functional benefits
• One Sample T-Test • P<0.05• CI = 95%
• Ho – Rejected• H1 – Accepted
Results• Both Tests show that most consumers purchase on the basis of
functional value proposition rather than emotional value proposition
• Cumulative percentage Test
• 37% Agree• 22% Strongly Agree • H1 – Verified
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Hypothesis 1:Sub Hypothesis 1Ho: There is no statistically significant difference in means between
educational background and purchasing behavior that play on functional value proposition
H1: There is statistically significant difference in means between educational background and purchasing behavior that play on functional value proposition
• Independent Samples T-test• P > 0.05 (P = 0.065 Educated, P = 0.070 Uneducated)• Ho – Accepted
There is no statistically significant difference in means between educational background and preference for functional value
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Hypothesis 1:Sub Hypothesis 2Ho: There is no statistically significant difference in means between
educational background and purchasing behavior that play on emotional value proposition
H1: There is statistically significant difference in means between educational background and purchasing behavior that play on emotional value proposition
• Independent Samples T-test• P < 0.05 (P = 0.030 Educated, P = 0.031 Uneducated)• Ho – Rejected
There is statistically significant difference in means between educational background and preference for functional value
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Hypothesis 1:Sub Hypothesis 3Ho: There is no relation between educational backgrounds on
purchasing behaviour due to emotional propositionH1: There is relation between educational backgrounds on
purchasing behaviour due to emotional proposition
• Chi-square Test• Pearson Chi Square = 0.014 (P < 0.05)• Ho – Rejected
Educational background does affect the purchasing behavior with educated consumers more sensitive to emotional value
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Hypothesis 2: Change initiators are preferred• Ho: People do not purchase brands that attempt to initiate a
change process• H1: People purchase brands that attempt to initiate a change
process
Results• Consumers prefer those brands more which attempt to initiate a
change process rather than those which embrace the existing change process
• Cumulative percentage Test
• 52.9% favored• 47.1% resisted
• H1 – Verified
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Hypothesis 2:Sub Hypothesis 1Ho: There is no relationship between people inclination towards
brands that are change initiators or change embracers and their educational background
H1: There is relationship between people inclination towards brands that are change initiators or change embracers and their educational background
• Chi Square Test• Pearson Chi Square = 0.00 (P < 0.05)• Ho – Rejected
There is a relationship between people’s inclination towards brands that are change initiators or change embracers and their educational background
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Hypothesis 2:Sub Hypothesis 2• Ho: There is no relationship between people’s inclination
towards brands that are change initiators or change embracers and gender
• H1: There is relationship between people’s inclination towards brands that are change initiators or change embracers and gender
• Chi Square Test• Pearson Chi Square = 0.395 (P > 0.05)• Ho – Accepted
There is no relationship between people inclination towards brands that are change initiator or change embracer and gender. Men and women are similar in this regard
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Hypothesis 3: Incremental change is better acceptable
• Ho: People do not purchase brands that promote incremental change
• H1: People purchase brands that promote incremental change
Results• Consumers prefer those brands more which promote incremental
change process rather than revolutionary or abrupt change process
• Cumulative percentage Test
• 57.6% favored• 42.4% resisted
• H1 – Verified
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Hypothesis 3:Sub Hypothesis 1Ho: There is no relationship between people’s inclination towards
brands that are drastic or abrupt change promoter and their educational background
H1: There is a relationship between people’s inclination towards brands that are drastic or abrupt change promoter and their educational background
There is a relationship between people’s attitude towards brand’s ideology and their educational background. Educated consumers are more inclined towards incremental change philosophy
Chi Square TestPearson Chi Square = 0.00 (P < 0.05)Ho – Rejected
Cross TabulationEducated – 57% (Incremental)Uneducated – 43% (Incremental)Ho – Rejected
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Hypothesis 3:Sub Hypothesis 2Ho: There is no relationship between people’s inclination towards
brands that are drastic or abrupt change promoter and their gender
H1: There is relationship between people’s inclination towards brands that are drastic or abrupt change promoter and their gender
There is a relationship between people’s attitude towards brand’s ideology and their gender. Males are more inclined towards incremental change philosophy, females are more drawn towards abruptly taken measures
Chi Square TestPearson Chi Square = 0.04 (P < 0.05)Ho – Rejected
Cross TabulationMale– 37% (Incremental)Female – 21% (Incremental)Ho – Rejected
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CONCLUSION
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Hypothesis 1
“Relationship between purchase behavior and value proposition”
• Consumers purchase brands that emphasize on functional value they provide.
• Literate consumers are more inclined to purchase brands providing emotional value proposition.
• In case of functional value proposition, there is no statistical significance in its relationship with purchasing behavior.
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Hypothesis 2
“Relationship between consumers’ attitude and brand’s change slogan”
• Consumers have more preference for brands that initiate a change process than brands that embrace an ongoing change process.
• Literate consumers have more preference for change initiators; whereas illiterate consumers prefer change embracers.
• Gender is not a distinguishing factor in deciding whether consumers would buy a change initiating stance or embracing mode.
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Hypothesis 3
“Relationship between consumers’ attitude and brand’s ideology regarding pace of change
process”• Overall, more consumers prefer brands that promote
incremental change process as that is more natural.• Literate consumers prefer incremental change, while
illiterate prefer drastic change mainly due to difference in tolerance levels.
• Gender wise, males prefer incremental change over abrupt, while females have equal preference regarding incremental and drastic change with slightly more for abrupt due to weaker tolerance levels and insecurity.
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RECOMMENDED BRANDING MODEL
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Change Initiator
Change EmbracerBR
AND
AW
AREN
ESS
BRAN
D G
ROW
THEmotional & Functional
Appeal
BRAN
D S
UST
AIN
ABIL
ITY
Functional Appeal
JWT Final Project Presentation 54
Thank you
Questions?