Prestige Institute of Management Research

Indore
2022 - 2023

SUBJECT –STRATEGIC
STRATEGIC BRAND MANAGEMENT (PT506MMAJ)

INTERNAL ASSIGNMENT (Case Study-2)

Submitted To : Submitted By :

Dr. Arpit Loya Rishabh Vishwakarma

MBA (PT) – 5th Sem
Scholar
Schola No – 1121312616
 INTERNAL ASSIGNMENT
CASE STUDY – 2
FROM MEASURING TO IMPACTING PERFORMANCE
- Case Summary
It was no stranger to quantitative research they had a brand tracker which highlighted the occasions
people chose to order through them over competitors, had conducted a segmentation study which
had helped them define their user base demographically and attitudinally, and had recently sent a
survey to lapsed customers. Another issue was that the quantitative data lacked the deeper, more
granular understanding of how customers use their app, but also, what it means to them, what
emotional state they find themselves in when ordering, and what influences their choices. Rather
than designing a research plan asking people about their takeaway habits, what the brand meant to
people, or even giving them money in order to encourage ordering from a new restaurant, we
decided to go broad and explore the food habits of fourty British consumers both current users and
non-users of the app. For several weeks, we asked them to record their moods and cravings, send us
photos of what they were eating, what they were planning to eat, etc. Using this technique, we got a
wealth of information about the drivers and triggers that led people to use our client's app or get
takeaway some other way, but we also found out what might lead them to cook, eat out, or simply
snack instead. We got a rich tapestry of their lives, for example, how some methodically planned their
weekly meals, only for it to go out the window on a particularly stressful evening. They sent us photos
of their monthly family curry nights, and were privy to the organisation of a baby shower. And they
also told us of dayswhen they would consider treating themselves to a takeaway, only to give up
when confronted with too much choice. By the end of the project, we were able to map out four main
customer journeys, including barriers to ordering food at all, and barriers to ordering food on the
platform. The product team was able to take away a set of features for ABB testing and for further
development, while the marketing team launched a campaign targeting one of the customer journeys
we had uncovered.
SWOT ANALYSIS
1. Strengths
In the fast food industry, there is a lot of competition because we can find many fast food restaurants.
In this case, McDonald's is one of the major competitors in the fast food industry.
a. The Company has a lot of strengths like innovative products,
b. brand awareness,
c. global presence,
d. strong marketing campaigns,
e. customer loyalty and the customer base is very large.

2. Weakness
a. The has a some of weaknesses like problems with its supply chain,
b. health issues with its products,
c. bad publicity,
 d. high labor costs and high competition in the fast food industry.

3. Opportunities

a. The has a lot of opportunities like expanding its customer base,

b. Offering new products,
c. Entering into new markets, increasing its global presence,
d. Increasing its marketing campaigns and improving its customer service.

4. Threats
a. Company has a lot of threats like the increasing health consciousness of consumers
b. The increasing competition in the fast food industry
c. The bad publicity of Company,
d. The increasing labor costs and the global economic recession.

- Questions

Que.1 . In your opinion, how might researching brand performance differ from researching product
performance?
Ans.1 There are a number of ways in which researching brand performance can differ from researching
product performance. One of the key ways is that brand performance research tends to focus on longer-
term measures, such as brand awareness and brand equity, while product performance research tends to
focus on more immediate measures, such as sales or market share. Additionally, brand performance
research often relies heavily on surveys and other qualitative methods to gather data, while product
performance research often relies more on quantitative methods, such as data from sales records.
Brand performance is often researched in a more qualitative manner, while product performance is often
researched in a more quantitative manner. This is because brand performance often relies on factors
such as customer perceptions and emotions, which can be difficult to measure quantitatively.
Additionally, brand performance often encompasses a wider range of factors than product performance,
such as brand awareness, brand equity, and brand loyalty.

Que.2 What are the limitations of quantitative research? What are the limitations of qualitative
research?
Ans.2 Qualitative research is generally more concerned with interpretation, meanings, and underlying
motives, while quantitative research is more concerned with objective measurements and relationships
among variables. Quantitative research often employs large sample sizes and is therefore more
generalizable than qualitative research. However, qualitative research can provide more in-depth and
detailed insights into the phenomenon being studied, and can be used to build theory.
The limitations of quantitative research are that it relies on a large sample size and assumes that the data
is representative of the population. Qualitative research. Quantitative methods describe and measure
the level of occurrences of variables.
Quantitative research limitations
The limitations of quantitative research are that it relies on a large sample size and assumes that the data
is representative of the population. Qualitative research. Quantitative research is ‘explaining. Various
forms of quantitative research. Quantitative research is generally made using scientific methods, which
can include: The generation of models, theories and hypotheses; The testing and retesting of these.
Quantitative research, is defined as a the systematic investigation of phenomena by gathering
quantifiable data and performing statistical, mathematical or.

1 Qualitative Research: Its strengths and limitations Qualitative research has been used extensively in the
social sciences, education and nursing. The limitations of quantitative research are that it relies on a large
sample size and assumes that the data is representative of the population.

Que.3 Can research ever avoid observation bias? Name some methods you think might lead to more
bias, and some that would lead to less bias in the results.
Ans.3 There is no such thing as research that is free from observation bias. However, there are some
research methods that are more likely to lead to biased results than others. For example, self-report
surveys are often biased because respondents may not be honest about their opinions or behaviours.
Observational studies are also often biased because the researcher may not be able to control for all of
the variables that could be affecting the results. Finally, experiments are sometimes biased because the
researcher may not be able to randomize the assignment of subjects to different conditions.

Que.4 How might researching an app differ from researching a fast-moving consumer good (FMCG)
(e.g. shampoo)? Do you think branding would be more, less, or equally important? Why?
Ans.4 The main difference between researching an app and researching a fast-moving consumer good is
the speed at which information changes. With an app, new features and updates can be released very
quickly, which means that research needs to be ongoing in order to keep up-to-date. Branding is likely to
be equally important for both an app and an FMCG, as both need to be able to stand out in a crowded
market.
There are a few key ways in which researching an app might differ from researching a fast-moving
consumer good. Firstly, apps are generally much less expensive than physical products, so customers may
be less loyal to a particular brand. Secondly, apps are often purchased through an app store, so
customers may be more likely to discover new apps through recommendations or word-of-mouth.
Finally, apps are usually used on a mobile device, so customers may be more likely to use them while on
the go.

Some key ways in which researching an app might differ from researching a fast-moving consumer good
(FMCG) include the following: -
The app research would likely focus more on user experience and satisfaction, whereas the FMCG
research might focus more on product features and benefits. –
The app research might involve more qualitative methods such as interviews and focus groups, while the
FMCG research might involve more quantitative methods such as surveys. –
The app research might place more emphasis on online user reviews, while the FMCG research might
place more emphasis on traditional advertising and media coverage.
In terms of branding, it is likely that branding would be equally important for an app as for an FMCG. A
strong brand can help an app to stand out in a crowded marketplace and can help to build user loyalty.