product brandig
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- PresentationonBrand development
By:
SufiaQureshi
Exe MBA 09/10
IIPM, Hyd. - CARD 2
Jar size- large
Brand- Kenstar
Motor capacity-80W
Color- White
Portability- portable
Price-Rs. 1200
CARD 1
Jar size- medium
Brand- Samsung
Motor capacity-40W
Color- White
Portability- portable
Price-Rs. 700 - Conjoint AnalysisProduct- Single jar grinderAttributesJar size-
Large, medium, smallBrand- Maharaja, Kenstar, Samsung, New
brandMotor capacity- 40 watt, 60W, 80WColor- White,
BlackPortability- Portable, not portablePrice-(Rs.) 700,
900,1200
EASY GRIND
dESIGNED to grind - Consumer Profile
Nuclear families
Middle income group
Working couples ( out of their hometown)
Ad hoc working group- for the completion of the project.
Type of Buyer
Consumer
Characteristics
Convenience seeker
Price sensitivity - low
Quality High preference
Brand loyal
Benefits Sought
From Product
Portability
Convenience
Quality - 13 combinations for estimation
- 3 combinations for the validation
Base profile
Jar size- Large
Brand-Maharaja
Motor capacity- 40W
Colour-White
Portability- Portable
Price-Rs.700 - Suppose Taiba evaluates the 13 combinations and provide the
following preference ratings:
- Coefficients
- So, what does Taiba want?
Jar size- large
Brand- Maharaja
Motor capacity- 60W
Colour-black
Portabilty-portable
Price- Rs. 700
Thus, using conjoint analysis the profile of a consumer can be determined. - Importance of Conjoint analysis
- It helps in making the profile of a consumer in terms of his preference to various attributes.
- An aggregate of such preferences helps to predict the potential of a new brand.
- Conjoint analysis is very effective in formulating pre-launch strategy.
- It reflects the need and expected performance of a product as perceived by a consumer.
- It answers the million dollar question; what does the customer want?