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Market Research - MIDTERM
Market Research - MIDTERM
The relation between brand health tracker and market shares for
the main brands in Evaporated milk category in Jeddah- Alyaqoot
area for householders.
By
SULTAN ALHARTHY- VBM812
MASHAEL ALJADANI- UAM023
Spring 2021
Instructor: Khalid Alshohaib
MBA Program
ABSTRACT
One of the main products consumers use in daily basis is evaporated milk.
This product used with team or coffee to enchase the mode and give the
drinks the creamy taste. Evaporated milk main competitors are Luna,
Rainbow, Bony and Al Marai.
The evaporated milk market has been quite static in terms of market
shares. In order for this study to understand and compare if the brands
effect the market share of the main competitors in the category.
AC Nilsen annual reports FMCG Saudi Arabia.
KEYWORDS
TABLE OF CONTENTS
1. Abstract
2. Keywords
3. Introduction
4. Background of the study
5. Aim of the study
6. Statement of the study
7. Research questions
8. Literature Review
9. Methodology
10.Conclusion
10.Reference
INTRODUCTION:
Measuring your brand health with a brand tracking study allows you to not
only understand the commercial value of your brand but also to record
changes and optimize your strategy to get the most from it.
You need to measure your brand regularly. This allows you to track key
metrics over time and learn what is driving any improvements. Many
companies run a brand tracking study quarterly, although if you are
running new advertising campaigns more regularly than this, it’s a good
idea to increase the frequency so you can see how they’re contributing to
your brand.
Net promoter score (NPS): The classic metric, NPS gets right to the point
of what you need to know: On a scale of 0-10, how likely are you to
recommend [brand] to your family and friends?
makes your brand unique – you can look to your brand values if you have
any – and try to draw that out in your research. A good way to measure
brand associations is through open text feedback. These give consumers
the opportunity to leave verbatim feedback without prompting so you can
get an accurate view of how they really feel.
Brand usage will tell you how often consumers purchase your brand's
product or service. Using check boxes with your brands and competition,
ask the question: Please select the following brands that you buy or use
regularly Brand purchase will identify previous or existing customers, with
the question: Have you purchased [product] from [our brand] before?
CONSUMPTION CONTEXT
PURCHASE BEHAVIOR BRAND DYNAMICS
FOR THE CATEGORY
The target consumers for this study are male and female who live in
Alyaqoot area householders with age between 25- 45.We will focus on
30% males and 70% females.
RESEARCH QUESTION
1. Is the brand health tracker related to market shares for the key competition
in the Evaporated Milk category?
2. What motivate you when you pick the Evaporated Milk from the shelf?
3. Is the brand equity only lead to make the purchase decision?
4. How market share ranking the top brand in the category?
REVIEW OF LITERATURE
The main brands in this category have their own brands equity among the
consumers that somehow reflect to the market share of these brands.
Health of the brands can’t be the only factor to increase or decrease the
market share as of a lot of techniques can help the brands to increase
their market shares.
1. Competitive Edge
2. Increase in margin
A brand can charge higher than the market price when it has positive
brand equity as customers are ready to pay a premium for your brand. The
additional value that customers pay in the name of brand equity will boost
your profit margins.
Brand equity gives rise to brand loyalty, which makes a customer stick to a
particular brand, thereby increasing the market share.
4. Business expansion
The most important step to any brand to lead the consumers to make
purchase decision.
They want them satisfied, whether it’s buying shoes, home improvement,
a vacation package, a car, or an insurance policy.
Intent on rattling off features and benefits, salespeople forget they must
understand the customer’s need to buy before the facts will make sense.
In doing so, they overwhelm customers.
To enhance their status. There are certain things we want to buy because
they tell a story. “The beautiful objects that we prize are really signs to
others that they should prize us,Writes Matthew Willcox in The Business of
Choice.
Want to feel good. There is more than one type of self-medication. Close
to the top of the list may be buying stuff to make us feel better. A cup of
hot tea with Evaporated milk on a cold winter night.
To feel safe. Some things go beyond just feeling good; we also want to
feel safe. The old idea that “your home is your castle,” a place with thick
walls and a moat, is as current today as it was centuries ago. This may be
a reason why tourists flock to visit them. We buy everything from
METHODOLOGY
Brand Health
Image
Score
CONCLUSION
We expect after conduct this study we will end up with answers of the brand
equity will not always affect the market shares in the FMCG market. Categories
will be different form each other. the main players will be in a different position in
each category.
REFERENCES