5-IAJDR- Vol.2, No.1, July- December, 2013 - Competitive Brand

7/27/2019 5-IAJDR- Vol.2, No.1, July- December, 2013 - Competitive Brand

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International Academic Journal of Development Research (IAJDR)Vol.2, No.1, July - December, 2013

87


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International Academic

Journal of Development

Research (IAJDR)


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EDITORIAL BOARD

Editorin - Chief

H. E. Prof. (Dr). Mik Saphanaret

National University of Management, Cambodia

Universidad Empresarial de Costa Rica, Costa Rica

Assistant and Members

Prof. (Dr.) Chhiv Thet

Passtra University of Cambodia, Cambodia

Prof. (Dr.) Sao Lim Houth

Angkor University, Cambodia

Prof. (Dr. h.c.) Tithsothy Dianorin

Angkor University, CambodiaLect. Ma Bun Seng Rithy, PhD Candidate

Cambodia University of Specialties, Cambodia

Prof. Hoeng Chiv Yann

Cambodian International Cooperation Institute, Cambodia

Prof. Met Vichet

Vanda Accounting Institute, Cambodia

Prof. Leng Dina

Bayon Book Publishing Manager, Cambodia

INTERNATIONAL EDITORIAL ADVISORY BOARD

Prof. (Dr.) Daniel Esteban Odin

The Business University of Costa Rica, Central America

Prof. (Dr.) Christopher Nigel Preece

Malaysia University of Technology, Malaysia

Prof. (Dr.) George Reiff

EIILM University; India, Universidad Empresarial, Central America

Prof. (Dr.) Frederick U. OzorUniversity of Gambia, West Africa

Prof. (Dr.) Arif Anjum

University of Pune, India

Prof. (Dr.) Andrew Ssemwaga

Kigali Independent University, West Africa

Prof. (Dr). Jayanta K. Nanda

Ravenshaw University, India

Prof. (Dr). Oyat Christopher

Gulu University, Northern Uganda, East Africa


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IAJDRis the Official International Academic Journal of the University Group and

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reproduced in any form without prior permission of the Editor-in- Chief, International

Academic Journal of Development Research. However, the views expressed in the articles or

research papers are those of the authors and not of the editorial board or publisher.

LANGUAGE POLICY:

IAJDRis an English Language publication and the Editorial Board aims to ensure that

contributors use grammatically correct and idiomatically appropriate English language.

However, for many of our contributors English is a second and even third language and from

time to time a strict language policy is modified to ensure that good articles are not excluded

simply because they do not meet the highest English standards. We also hold it to beimportant that material be not over edited, providing its message is considered to be clear to

the majority of our readers. The general objective that IAJDRis to create conditions whereby

all informed persons are able to contribute to the ongoing debates, regardless of their English

language competence and their lack of familiarity with accepted journal protocols.

IMPORTANT DISCLAIMER

The publishers, authors and editors are not responsible for the results of any actions on the

basis of information in this work, nor for any errors or omissions. The publishers, authors and

editors expressly disclaim all and any liability to any person, whether a purchaser of this

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Web Site: www.ams-groups.com, www.bayonbook.com

Email:[email protected]

CONTRIBUTIONS: Contributions should be forwarded to

Prof. (Dr.) Mik saphanaret [email protected] [email protected]

Prof. Leng Dina [email protected] [email protected]

Please note the Notes to Contr ibutorsat the back of this edition


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International Academic Journal of

Development Research (IAJDR)

ContentsTitle Page

1. Capital Structure Analysis of Oil Industry: A case study ofBharat Petroleum Corporation Limited (INDIA) 1-20-S. K. KHATIK (Ph.D., M. Phil, M.Com)

2. History of Restriction of the Use and Display of Foreign EducationalCredentials through laws and decrees in Germany from 1939 to 2012 21-42-Georg Reiff

3. Global Operation Management Step ahead For Effective SupplyChain Managers 43-45-Shakti Prasad Mohanty & Sanjay Kumar Rout

4. The Developing Concept Of The Professional The Nature AndFuture of Professionalism, And Its Implications for Academics,

Executives and Public Administrators 46-51-Daniel Valentine

5. Relevance of Physics Education Programmes of the University ofthe Gambia to the Teaching of Senior Secondary School Physics in

the Gambia. 52-73-Nya Joe Jacob

6. Collective Learning and Knowledge Development inthe Evolution of Regional Clusters of High Technology

SMEs in Europe 74-91-David Keeble And Frank Wilkinson

7. The competitive Brand of Selected Consumer Product inCambodia 92-109

-Kao Kveng Hong


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THE COMPETITIVE BRAND OF SELECTED CONSUMER

PRODUCTS IN CAMBODIA

Vol. 2, No. 1, July- December, 2013, pp. 92-109

Dr. Kao Kveng Hong*

Brand marketing has a distinct historical

context irrespective of the levels of

development of the countries. Most of the

experience was built around the Fast

Moving Consumer Goods (FMCGs)

business of Multi-National Companies

(MNCs) with its own unique products,

market and company policy imperatives.

However, it can be said that all successful

efforts in brand making have not been byMNCs, as local companies too have been

successful in many countries in this

regard.

A brand is the personification of a

company. It is a source of a promise to its

customers. It promises relevant

differentiated benefits. It does so not only

to place itself into the purchase

consideration set, but even more

importantly, to be the brand chosen fromthat purchase consideration set. This is

also referred to as the brands unique

value proposition. Whether it is called a

unique value proposition or a promise of

relevant differentiated benefits, it is very

important that the promise or proposition

be delivered consistently at each point of

customer contact, time after time. Thus, a

brand is the idea or image of a specific

product or service that consumers connect

with, by identifying the name, logo,slogan, or design of the company who

owns the idea or image.Branding is when

that idea or image is marketed so that it is

recognizable by more and more people,

and identified with a certain service or

product when there are many other

companies offering the same service or

product. Thus, branding is an important

part which allows companies to build their

reputations as well as expand beyond the

original product and service, and add to

the revenue generated by the original

brand. Branding is also a way to build an

important company asset, which is a good

reputation. In addition, branding can build

an expectation about the company services

or products, and can encourage the

company to maintain that expectation, or

exceed them, bringing better products and

services to the market place. Thus, brandallows the consumer to shop with

confidence, and they provide a route map

through a bewildering variety of choices.

The brand and consumers appreciation of

the underlying appeals drive the purchase

decision.

BACKGROUND

The real power of successful brands is that

they meet the expectations of those thatbuy them. As such, they are a contract

between a seller and a buyer. If the seller

keeps to its side of the bargain, the buyer

will be satisfied; if not, the buyer will in

future look elsewhere. Therefore, the

value to businesses owing strong brands is

incontestable. Brands that keep their

promise attract loyal buyers who will

return to them at regular intervals. The

benefit to the brand owner is that

forecasting cash flows becomes easier,and it becomes possible to plan and

manage the development of the business

with greater confidence.

In the present competitive world, the asset

value of brands is widely recognized by

both brand owners and investors. Brands

as realized can generate high quality

earnings that can directly affect the overall

performance of the business and thus


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influence the share price. The durability of

brands, the quality of their earning power

and their widespread appeal make them

highly desirable properties. Hence, a

brand which is widely known in the

marketplace acquires brand recognition.When brand recognition builds up to a

point where a brand enjoys a critical mass

of positive sentiment in the marketplace, it

is said to have achieved brand franchise.

Brand recognition is most successful when

people can state a brand without being

explicitly exposed to the companys name,

but rather through visual signifiers like

logos, slogans, etc. The recognition and

perception of a brand is highly influenced

by its visual presentation. A brands visualidentity is the overall look of its

communications. Hence, effective visual

brand identity is achieved by the

consistent use of particular visual

elements to create distinction.

Effective brand names build a connection

between the brand personality as it is

perceived by the target audience and the

actual product/ service. Typically,

sustainable brand names are easy to

remember, transcend trends and have

positive connotations. Thus, brand identity

is fundamental to consumer recognition

and symbolizes the brands differentiation

from competitors. However, over time, a

products brand identity may acquire,

gaining new attributes from consumer

perspective but not necessarily from the

marketing communications an owner

percolates to targeted consumers.Therefore, brand associations become

handy to check the consumers perception

of the brand.

A brand image has both a direct effect on

sales and a moderating effect on the

relationship between product life cycle

(PLC) strategies and sales. Finally, a

brand image is not simply a perceptual

phenomenon affected by the firms

communication activities alone. It is the

understanding consumers derive from the

total set of brand-related activities

engaged in by the firm. Thus, unless

effects on the brand image also are

considered, the implementation of PLC

strategies may cause a decline in long-runmarket performance (Park, et al., 1986)1.

In consumer behavior research, a

considerable amount of attention has been

given to the construct of brand

personality, which refers to the set of

human characteristics associated with a

brand (Aaker, 1997). Researchers have

focused on how the personality of a brand

enables a consumer to express his or her

own self (Belk, 1988), an ideal self

(Malhotra, 1988), or specific dimensionsof the self (Kleine, Kleine, and Kernan,

1993) through the use of a brand.

Practitioners view it as a key way to

differentiate a brand in a product category

(Halliday, 1996) as a common

denominator that can be used to market a

brand across cultures (Plummer, 1985).

Despite the important relationship

between a brands image and its market

performance, limited research has been

carried out in small emerging markets.

Further, research on personality and the

symbolic use of brands more generally has

remained limited due to the lack of

consensus regarding what brand

personality really is.

LITERATURE REVIEW

BRAND COMPETITIVENESS

Brand competitiveness is considered as a

basis for long-term survival of an

enterprise and can bring long-term

interests for enterprise. Brand

competitiveness enhances market share,

increase profits, enable organizations to

charge higher price, create customer

loyalty, or even help override occasional


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failures in the eyes of the consumers.

Organizations develop brands as a way to

attract and keep customers by promoting

value, image, prestige, or lifestyle. They

may enjoy a trust or customer loyalty if

they able to differentiate the brand fromthe competitor. A weak brand cannot able

to retain the customers.

Many researchers believe that

brand competitiveness is affected mainly

by two dimensions. The first dimension is

the basic strength of corporate, such as

product quality or service, technology,

business skills, management capacity,

human resources; the second dimension is

the effectiveness of brand communication

which mainly includes the consumersperception of brand images and the

channel capacity of providing products

and services to customers. Yang et al.

(2008) provide that the brand value, brand

innovation, brand quality control, brand

marketing and brand communication

constitute the five aspects of brand

competitive factors. Dali et al. (2007)

reveal that brand competitive effects by

four elements. These are basic elements

which composed of product performance,

quality and other indicators; form factor,

which refers to the name, trademarks, etc.;

support elements which include

management capabilities, financial

strength, human resources, etc.; and

strengthen elements which include public

relations, advertising and after-sales

service. Recently research in this

direction is more concerned about the

brand itself, focusing on the brandcontinuity and development factors.

Among them, the brand culture is the most

important one. Pengli and Furong (2008)

sum up the factors as brand market power,

brand innovation, brand culture and brand

leadership. Brand culture emphasizes the

integration of business outlook, values,

and aesthetics into the brands. Further,

Xueme (2009) emphasizes on the link

between brand and corporate image, and

the brand elements summarized as brand

strength, brand management, brand

development and brand sales force.

Jinping (2009) consider cultural

competence as the dominant factor which

emphasizes that an enterprise must

establish a distinctive brand philosophy,brand image and brand personality.

To enhance the competiveness of the

brand several business strategies are

required. These are (i) developing a good

quality management system and have

good crisis manage capacity, (ii)

effectively engage in marketing

campaigns, while focusing on the

customers evaluation after purchase, and

(iii) strengthening brand operations along

with enhancing brand value.

Liuxiang (2002) points out good brands

need good quality management system as

a safeguard and there are three elements to

establish a good quality management

system. The first part should begin from

the raw materials, grasp the purchase

channel, strict implementation of quality

standard; the second part from the

production process control, strict

manufacturing processes for processing in

accordance with the production, strict

control of the defect rate and the failure

rate;and the third part links quality testing

and quality inspection, which must not be

over looked. Companies wishing to build

their brand bigger and stronger cannot be

too short-sighted in quality inspection link

pushing boundaries.

Enterprises should make full use of

various marketing initiatives to strengthentheir brand image. Advertising, public

advocacy, promotion and celebrity effect

can become effective measures. Marketing

campaigns make a brand famous but it can

never solve the problem of maintaining

the brand, as such establishment of brand

image is far more than that. The key to

maintain a good brand is to put more

emphasis on the consumers evaluation,

particularly the evaluation after the

purchase. Such thinking not only can


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maintain good customer satisfaction, but

also helps improve product performance,

better brand recognition and customer

loyalty (Yang and Tang, 2008).

The profitability of the brand is the mostfundamental part of the core business

ability. In order to enhance brand value,

the enterprise should start from the

brands profitability, which is not just a

guarantee, but the essential part for the

continuation of the brand. Brand

profitability is the outward manifestation

of the brand competitiveness; it refers to

the ability to profit in the market. Brand

development capacity reflects the ability

of the persistence of a brand; it is subjectto many factors. Branding capabilities

explain whether a brands image in the

consumer consciousness is achieved the

desire or not. Brand support capacity

emphasizes on the resources needed to

maintain the brand conditions. Brand

awareness capacity shows whether the

target brand on the market won the social

acceptance and customer satisfaction.

Fast Moving Consumer Goods (FMCGs)

Fast Moving Consumer Goods

(FMCGs) are products that are sold

quickly at relatively low cost. Though the

absolute profit made on FMCG products

is relatively small, they generally sell in

large quantities and as such the

cumulative profit on such products is

large. These products get replaced within

a year. Examples of FMCG generally

include a wide range of frequently

purchased consumer products such astoiletries, soap, cosmetics, teeth cleaning

products, shaving products and detergents,

as well as other non-durables such as

glassware, light bulbs, batteries, paper

products and plastic goods. FMCG may

also include pharmaceuticals, consumer

electronics, packaged food products and

soft drinks, tissue paper, chocolate bars,

although these are often categorized

separately. Subsets of FMCGs are Fast

Moving Consumer Electronics which

include innovative electronic products

such as mobile phones, MP3 players,

digital cameras, Laptops, etc. These are

replaced more frequently than other

electronic products. White goods in

FMCG refer to household electronic itemssuch as Refrigerators, TVs, Music

Systems, etc. Some of the best known

examples of Fast Moving Consumer

Goods companies include Colgate-

Palmolive, Unilever, Nestle, Procter &

Gamble, Marks, Spencer, Coca-Cola,

Carlsberg, Pepsi, etc.

FMCG industry provides a wide range of

consumables and accordingly the amount

of money circulated against FMCGproducts is also very high. This industry,

alternatively called as Consumer

Packaged Goods (CPG) industry primarily

deals with the production, distribution and

marketing of consumer packaged goods.

Consumers generally put less thought into

the purchase of FMCG than they do for

other products. Today the competition

among FMCG manufacturers is growing

very fast and as a result of this, investment

in FMCG industry is also increasing.

FMCG industry also engaged in

operations, supply chain, production and

general management. The main segments

of the FMCG sector are:

Personal Care: oral care; hair care; skin

care; personal wash (soaps); cosmetics

and toiletries; deodorants; perfumes; paper

products (tissues, diapers, sanitary); shoe

care.

Household care: fabric wash (laundrysoaps and synthetic detergents); household

cleaners (dish/ utensil cleaners, floor

cleaners, toilet cleaners, air fresheners,

insecticides and mosquito repellants,

metal polish and furniture polish).

Branded and Packaged Food and

Beverages: health beverages; soft drinks;

staples/ cereals; bakery products (biscuits,

bread, cakes); snack food; chocolates; ice

cream; tea; coffee; processed fruits;

vegetables and meat; dairy products;


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STUDY OBJECTIVES

The objectives of the study were:

To Identify the key competitive ofthe Consumers products brands inCambodia Market and the

perception of consumers regarding

the usefulness of dominant

attributes on brand evaluation;

To find out the role ofadvertisement in the buying

decision of consumers towards

selected brands of FMCGs; and

To analyze the brand identity ofselected brands of FMCGs among

the consumers in the study area.

METHODOLOGYThe type of analysis carried out in the

present study is both descriptive as well as

quantitative in nature. To achieve the

objectives and test the hypotheses, the

study has collected primary data through

direct personal interview method with the

help of a structured questionnaire. The

primary data have been collected from400 selected respondents in the city of

Phnom Penh. Besides, relevant secondary

data have also been collected from several

sources. Both descriptive and quantitative

analysis has been carried out in the study.

Several statistical tools, such as average,

percentage and Multidimensional Scaling

(MDS) have been used in the study. The

study has also carried out both tabular and

graphical analysis to analyze the data

collected as per the objectives of thestudy.

In addition, relevant statistical tools are

used in the study to accomplish the

objectives. Weighted Aggregate Score is

carried out to rank the attributes affecting

the buying decision of the consumers.

The Weighted Aggregate Score is

calculated as per the formula given below:

Weighted Aggregate Score = Wi Xi

Where,

Wi = Weight of ith item X

Xi = Value of ith item X

To understand the preference level of the

respondents so far different brands oftoothpaste, detergent powder and shampoo

is concerned, the Multidimensional

Scaling (MDS) has been used. This

particular technique is well suited and was

originally developed for measuring human

perceptions and preferences.

Multidimensional Scaling is used to

identify the product attributes that have

importance to consumers and to measure

their relative importance. This technique

tests the brands which compete mostdirectly with each other. MDS is a set of

techniques used to understand and

measure the variety of human responses.

MDS tackles basically two problems: i.

dimensions involved for consumer

perception of objects (Products, Services,

Brands, Companies, etc.), and ii.

Configuration of points (of objects) in that

dimensionality.

As regards dimensionality, the number

can be two or more. However, only two

most important dimensions are chosen so

that the resultant configuration can be

shown graphically. The outputs of MDS

are the location of objects on the relevant

dimensions as is termed as Perceptual

Mapping. Thus, the perceptual map

technique has also been used to identify

the underlying dimensions that

differentiate customer perception ofproducts and the position of existing

products on the dimensions. The

following method has been used to find

out the number of dimensions and

configuration of that dimensionality.

The similarity matrix from response

matrix has been found out by the

following formula:


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Where N is total sample size, i = row and j

= column.

The distance between each brand is found

out by using Euclidean distance formula:

Where Xik, Xjk are the projections of

points i and j on dimension k

(k = 1, 2, .., r)

The stress value is calculated as a badness

of fit at 10 per cent. So any value below

the value of allowable badness of fit is

acceptable.

Thus, MDS is carried out to help

understand people judgments of the

similarity of members of a set of objects.

The pairs of brands are taken to study the

superiority of the brand through the

ordinal scale. Respondents are required togive their preferences for the different

brands and finally, the perceptual map is

drawn to know the Euclidian distance

among the different brands.

To meet the objectives of the study,

400 respondents are taken into account for

carrying out the field survey in the capitalcity of Cambodia, i.e., Phnom Penh.

BRANDS COMPETITION

Competitive Analysis of Various

Brands of Toothpaste

Considering certain attributes, such as

cleanliness, protection of gum and teeth,

freshness, price, advertisement, etc., the

competitive analysis of various brands oftoothpaste is taken into account. For this

purpose, the study has considered the

brands like Colgate, Close up, Pepsodent

and Oral-B. The other brands of

toothpaste have not been taken into

account with the simple assumption that

these brands are not effective players in

the market. The competitive analysis of

various brands of toothpaste is presented

in Table 5.2.3.

Table No. 5.2.3

Identification of Best Brand of Toothpaste on the basis of Selected Attributes

Attributes Brand

Colgate Pepsodent Close-up Oral-B Total

Cleanliness 128

(32.00)

104

(26.00)

108

(27.00)

60

(15.00)

400

(100.00)

Protection of

gum & teeth

152

(38.00)

88

(22.00)

96

(24.00)

64

(16.00)

400

(100.00)Freshness 92

(23.00)

84

(21.00)

88

(22.00)

136

(34.00)

400

(100.00)

Price 124

(31.00)

120

(30.00)

88

(22.00)

68

(17.00)

400

(100.00)

Advertisement 112

(28.00)

104

(26.00)

108

(27.00)

76

(19.00)

400

(100.00)

Packaging 108

(27.00)

80

(20.00)

112

(28.00)

100

(25.00)

400

(100.00)

Brand Image 128

(32.00)

92

(23.00)

96

(24.00)

84

(21.00)

400

(100.00)

Note: Figures in the parentheses indicate percentage to row total.


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Table 5.2.3 reveals the fact that

considering the attributes, such as

cleanliness, protection of gum and teeth,

price, advertisement and brand image,

Colgate was considered by the highestnumber of respondents as the best brand.

So far as the freshness and packaging are

concerned, Oral-B and Close up were

considered respectively by the

respondents as the best brand. In a number

of attributes, such as cleanliness,

protection of gum and teeth,

advertisement and brand image, the brand

Close up had secured the second position.

However, the brand Oral-B had secured

the lowest position in all the attributestaken into account except freshness and

packaging.Figure5.2.5presented below

shows clearly the competitive analysis of

various brands of toothpaste considering

several attributes.

Marketing Implications

The analysis made earlier with regard to

factors influencing buying of toothpasteand choosing of a brand to be the best

considering the attributes reveals the

following marketing implications.

i. One of the significant attributeinfluencing the buying decision of

toothpaste is the protection of gum

and teeth as revealed from the

analysis. Considering the brand which

meets the above criteria, it is found

that Colgate was considered to be the

most effective brand. Hence, to

further strengthen the market, Colgate

should give more emphasis on the

above attribute. The other brands,

such as Pepsodent and Close up

should also seriously think of their

product value in terms of cleanlinessto pose a serious threat to the brand

Colgate.

ii. It is also revealed that freshness asone of the important attributes in

buying the toothpaste. Data show that

maximum number of respondents

favoured Oral-B as the best brand in

meeting the above criteria. Thus, it

can be inferred that to gear up its

demand and to fight with the brand

Oral-B, Colgate, Close up and


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Pepsodent should consider raising

their freshness value in the product.

iii. Very few respondents consideradvertisement as one of the important

factor in buying toothpaste. However,

Colgate had secured the first positionso far the advertisement is concerned.

To promote the brand and to

strengthen the market position, the

brands like Pepsodent, Close up and

Oral-B should develop more

appealing advertisement to create new

demand in the market.

iv. Considering the attributes, such ascleanliness and protection of gum and

teeth, it can be stated that the

competing brands of Colgate, such asPepsodent, Close up and Oral-B

should add value to their brands for

strengthening their base in the market

in the long run.

v. So far the attributes price and brandimages are concerned, Colgate was

rated as the best brand. Therefore, it

can be inferred that the brands, such

as Pepsodent, Close up and Oral-B

should consider the pricing and

develop certain criteria for building

up brand image to meet the growing

market challenge in the present

environment.

5.2.7 Perception of Toothpaste Colgate Brand

Understanding the level of perception of

consumers of the brand Colgate is

essential in a study of brand personality as

a competitive advantage. Knowing the

level of perception of the consumers helps

to build the brand image and to rightly

position the brand in the competitive

market.

The level of perception of the consumersso far the Colgate brand of toothpaste is

concerned is summarized below in a 15

scale. Further, the table shows the

Weighted Aggregate Score which is found

out by assigning 5 points to 5 and 1 point

to 1. The analysis has considered the use

of Weighted Aggregate Score to assess the

perception level of the consumers on the

basis of the selected attributes.

Table No. 5.2.4

Perception Level of the Consumers on Brand Colgate

Scale Number of Responses WeightedAggregate

ScoreAttributes

5

(High)

4 3 2 1

(Low)

Cleanliness 88 156 136 8 12 1500

Protection value 140 124 112 20 4 1576

Freshness 116 120 32 132 0 1420

Packaging 92 32 112 160 4 1248

Price 92 136 28 140 4 1372Advertisement 132 68 156 36 8 1480

Brand Image 116 56 216 8 4 1472

Table 5.2.4presented above shows that

respondents perceived the protection value

of the Colgate brand with regard to gum

and teeth as the most important attribute.

The Weighted Aggregate Score has shown

that next to the protection value,

cleanliness was perceived as the next

important attribute. The other attributes

which are perceived by the consumers as

important were respectively advertisement

of the product, brand image, freshness,

price and packaging. Further, it is to note

that more than 60 per cent of the

respondents perceived the Colgate brand

as high with regard to cleanliness,

protection value and freshness.


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Marketing ImplicationAnalysis made above on the perception of

Colgate brand by the consumers clearly

shows that Colgate had acquired a good

brand image due to some of its attributes,

such as protection value, cleanliness,freshness, etc. Hence, for the other brands

in the market to compete with the Colgate

brand, it can be inferred that they should

highlight their Unique Selling Proposition

(USP) on these attributes.


Brands of Detergent Power

A comparative analysis is made in this

sub-section by considering various brands

of detergent powders, such as Viso, Tide,

Lix and Breeze on the basis of a numberof attributes. The main aim is to assess the

best brand on the basis of the given

attributes. Looking to the nature of the

product, the various attributes selected are

whiteness, better foaming, cloth

friendliness, safe on hands, price,

packaging, storing for a long period,

advertisement and brand image. The study

is restricted within the four brands with

the assumption that these brands are

considered by the consumers as important.By knowing the best and the least brand

on the basis of the given attributes,

marketing strategies may be planned

accordingly. As found earlier, all the

respondents were in use of detergent

powder though their preferred brands vary

from one to other. Moreover, some of the

respondents after a certain period changed

their brand due to some reasons. Hence,

the study on different brands on given

attributes helps to know the reason of abrand as accepted by the consumers. The

comparative analysis of various brands of

detergent powder is presented in Table

5.3.3.

Table No. 5.3.3

Consideration of Best Brand of Detergent Powder on the basis of Selected Attributes

AttributesBrand

TotalViso Tide Lix Breeze

Whiteness 133(33.25)

104(26.00)

92(23.00)

71(17.75)

400

(100.00)

Better foaming 107(26.75)

89(22.25)

112(28.00)

92(23.00)

400

(100.00)

Cloth friendliness 117(29.25)

98(24.50)

84(21.00)

101(25.25)

400

(100.00)

Safe on hands 107(26.75)

104(26.00)

87(21.75)

102(25.50)

400

(100.00)

Price 102(25.50)

87(21.75)

137(34.25)

74(18.50)

400

(100.00)

Packaging 98

(24.50)

112

(28.00)

68

(17.00)

122

(30.5)

400

(100.00)Storing for a long period 106

(26.50)101

(25.25)89

(22.25)104

(26.00)400

(100.00)

Advertisement 117(29.25)

93(23.25)

112(28.00)

78(19.50)

400

(100.00)

Brand/company image 110(27.50)

104(26.00)

89(22.25)

97(24.25)

400

(100.00)


Keeping in view the number of attributes,

Viso was found as the best brand

compared to Tide, Lix and Breeze by a

large number of respondents. In the earlier

analysis whiteness was revealed as the

most important factor influencing the

buying decision of detergent powder.


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102

Considering whiteness as a factor, around

33 per cent respondents viewed Viso as

the best brand followed by Tide (26 per

cent), Lix (23 per cent) and Breeze (18 per

cent). In case of other attributes, such as

cloth friendliness, safe on hands, power ofstoring for a long period, advertisement

and brand image, Viso was considered as

the best brand in the market as rated by

around 29 per cent, 27 per cent, 26.5 per

cent, 29 per cent and 28 per cent of the

total respondents respectively. In case of

attributes, such as better foaming and

price, the brand Lix occupied the first

position as found from the percentage of

respondents. Considering the attribute

packaging though it was found that around

31 per cent respondent were in favour of

Breeze as the best brand, close to that 28

per cent respondents considered Tide as

the next best brand. The brand Lix was

considered as the best one by 34 per centrespondents in case of price as attribute,

whereas, Viso was considered the next

best by 26 per cent respondents. Thus,

though the study is limited within four

brands of detergent powder and nine

attributes but, in most cases Viso was

found to be the best rated brand. The

analysis is further supplemented by the

figure presented below.

Marketing ImplicationThe analysis made earlier confirmed that

the demand for detergent powder depends

much on its ability to clean the clothes

rather than other factors and further it is

revealed that about 33 per cent

respondents opined in favour of Viso for

providing better cleanliness to the clothes.

Thus, compared to the other brands, Viso

was found to be the best due to the above

factor. So to enhance the demand for the

detergent powder in the market, the other

competing brands should give more

emphasis of bringing whiteness to the

clothes. This simply means that the

demand for the product much depends on

its functional utility. Knowing this the

marketer of the detergent powder should

consider the same to gain a better market

share.


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103

While ranking the different brands on the

basis of a given set of attributes it is found

that the competing brands had occupied

different positions with respect to the

attributes. Mostly, it is found that Viso

was considered to be the best by highernumber of respondents on the basis of its

whiteness, cloth friendliness, safe on

hands, power of storing for a long period,

advertisement and company image.

Considering this it is found that the brands

like Tide, Lix and Breeze were favoured

by limited number of respondents. Hence,

for the other competing brands, it is most

important to raise their functional values

to get a better position in the market.

In case of some attributes, such as, better

foaming, price and packaging compared to

the brand Viso, other brands got better

position. Hence, to compete in the market

and attract the customers, Viso should

relook its strategy with regard to these

attributes.


Brands of ShampooConsidering certain attributes, such as

removing hair dandruff, controlling hairfall, caring hair damage, providing extra

moisturizing to hair, making hair long and

shining black, packaging, price,

advertisement, brand image, etc. the

competitive analysis of various brands of

shampoo is taken into account. For this

purpose, the study has considered the

brands like Pantene, Clinic-Clear, Head &

Shoulder, Sunsilk, Palmolive, Dove,

Rejoice and others. The other local brands

of shampoo have not been taken intoaccount with the simple assumption that

these brands are not very effective players

in the present market. The competitive

analysis of various brands of shampoo is

presented in Table 5.4.3.

Table No. 5.4.3

Consideration of Best Brand of Shampoo on the basis of Selected Attributes

Attributes

Brand

Total

Pantene

Clinic-

Clear

Head &

Shoulder Sunsilk Palmolive Dove Rejoice

Removing hair

dandruff

83

(20.75)

91

(22.75)

56

(14.00)

52

(13.00)

47

(11.75)

42

(10.50)

29

(7.25)400

(100.00)

Controlling hairfall

107(26.75)

89(22.25)

63(15.75)

43(10.75)

39(9.75)

32(8.00)

27(6.75)

400

(100.00)

Caring hair

damage

102

(25.50)

78

(19.50)

84

(21.00)

41

(10.25)

40

(10.00)

38

(9.50)

17

(4.25)400

(100.00)

Providing extra

moisturizing to

hair

74

(18.50)

62

(15.50)

83

(20.75)

63

(15.75)

46

(11.50)

51

(12.75)

21

(5.25)400

(100.00)

Making hairlong

51(12.75)

44(11.00)

62(15.50)

51(12.75)

53(13.25)

75(18.75)

64(16.00)

400(100.00)

Shining black 56(14.00)

52(13.00)

78(19.50)

82(20.50)

40(10.00)

25(6.25)

67(16.75)

400

(100.00)

Packaging 76

(19.00)

65

(16.25)

58

(14.50)

51

(12.75)

20

(5.00)

89

(22.25)

41

(10.25)400

(100.00)

Price 53

(13.25)

72

(18.00)

56

(14.00)

61

(15.25)

88

(22.00)

24

(6.00)

46

(11.50)400

(100.00)

Advertisement 78

(19.50)

79

(19.75)

56

(14.00)

73

(18.25)

23

(5.75)

62

(15.50)

29

(7.25)400

(100.00)

Brand/company

image

81

(20.25)

68

(17.00)

61

(15.25)

52

(13.00)

45

(11.25)

52

(13.00)

41

(10.25)400

(100.00)



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104

Table 5.4.3 reveals the fact that

considering the attributes, such as

controlling hair fall, caring hair damage

and brand image, Pantene was considered

by the highest number of respondents as

the best brand. So far as other attributes,such as removing hair dandruff and

advertisement are concerned, Clinic Care

was considered by the majority of

respondents as the best brand. In case of

providing extra moisturizing to hair, Head

and Shoulder was considered by most as

the best brand. The brand Dove was taken

by others as the best for making hair long

and better packaging as compared to

others. So far as the price of shampoo is

concerned, Palmolive was considered by

majority as the best brand. For the other

attribute, such as shining black while

Sunsilk was the most preferred brand,

Head and Shoulder was the next preferred

one. However, the brand Rejoice hadsecured the lowest position in certain

attributes taken into account except

making hair long, shining black,

packaging, price, advertisement and brand

image. Figure 5.2.6 presented below

shows clearly the competitive analysis of

various brands of shampoo considering

several attributes.

Marketing Implications

The analysis carried out above with regard

to the factors influencing buying of

shampoo and choosing of a brand to be

the best considering the attributes reveals

the following marketing implications.

i. The significant attributes influencingthe buying decision of shampoo is the

controlling of hair fall and caring for

hair damage as revealed from the

analysis. Considering the brand which

meets the above criteria, it is found

that Pantene was considered to be the

most effective brand. Hence, to

further strengthen the market, Pantene

should give more emphasis on the

above attributes. The other brands,

such as Clinic Clear, Head and


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105

Shoulder, Dove and Sunsilk should

also seriously think of their brands

value in terms of the above attributes

to pose a serious threat to the brand

Pantene.

ii. It is also revealed that removing hairdandruffis one of the importantattributes in buying the shampoo.

Data show that maximum number of

respondents favoured Clinic Clear as

the best brand in meeting the above

criteria. Thus, it can be inferred that

to gear up its demand and to fight

with the brand Clinic Clear, Pantene

and others should consider raising

their removal of hair dandruff value

in the brand.iii. Similarly, most of the respondents

considered Head and Shoulder as the

most preferred one for providing extra

moisturizing to hair. Likewise, Dove

was considered for making hair long

while Sunsilk was taken by most as

providing shining black to hair.

Considering these findings, the

reputed brands, such as Pantene and

Clinic Care should promote these

attributes effectively in their brands.

iv. Very few respondents consideradvertisement as one of the important

factors in buying shampoo. However,

Clinic Care had secured the first

position so far the advertisement is

concerned. To promote the brand and

to strengthen the market position, the

other brands should develop more

appealing advertisement to create new

demand in the market.v. While respondents had taken Dove asthe most preferred brand for

packaging, Palmolive was considered

as the best for pricing. Thus, it can be

stated that the other competing brands

should add value to their brands for

strengthening their base in the market

in the long run on these attributes.

vi. So far the brand image is concerned;Pantene was rated as the best brand

followed by Clinic Clear. Therefore,

it can be inferred that the brands, such

as Head and Shoulder, Sunsilk, Dove,

Palmolive, Rejoice and others should

develop appropriate measures to build

their brand reputation.

SUMMARY AND CONCLUSION

A brand is a central node of an associative

network constituted by consumers

learned connections between the brand

and a variety of cues, benefits, user types,

and symbolic meanings. The foregoing

analysis aims to provide a clear

explanation on several conceptual issues

relating to brand. In addition, it reviewsthe empirical findings on brand

personality and competiveness. Further,

an analysis is made on profiles of selected

products and brands. From the review of

literature it is found that though a good

amount of studies has been carried out on

issues relating to branding, brand image,

brand performance, brand personality,

brand competitiveness, etc. but very few

studies on those issues relating to brand

performance are taken up in small

emerging as well as poor economies in the

world. Understanding consumers

awareness and knowledge about presence

of several brands in the market and their

perception levels for different products

and brands in small economies are

important.

The analysis made in the present chapter

clearly shows the competitive advantage

enjoyed by the specific brands, such asColgate, Viso and Pantene of the selected

FMCGs. In case of all the selected three

FMCGs, majority of respondents were

aware of the presence of several brands in

the market. A larger percentage of

respondents were found in use of Colgate

brand of toothpaste, Viso brand of

detergent and Pantene brand of Shampoo.

Respondents had considered several

attributes for selecting the specific

products as well as their preferred brands.


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106

The analysis has also clearly found a

larger preference of customers in favour

of these three brands of selected products

over a longer period of time. It was found

that in general, advertisement plays an

important role in not only selecting theproduct but also the brand. Majority of the

respondents in all the specific three brand

cases remembered the advertisement in

some way or other and recognized that

these brands by themselves were enough

for sale. This reveals the brand identity

enjoyed by the selected brands, i.e.,

Colgate, Viso and Pantene among others.

As these brands are recognized by the

respondents as household brands, they

were perceived as having the highestpreferred brands as against other

competing brands. The important

marketing implications derived from the

analysis would be quite helpful for the

respective brands as well as their

competitors to develop appropriate

marketing strategies.

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*Dr. Kao Kveng Hong is Professor of

Business & Economics at Angkor

Khemara University, Phnom Penh,

Cambodia. He holds a Bachelors Degree

in Economic Science, a MBA and a PhD

in Business Administration. Prior to

entering academic life Dr Kao was active

in business; he remains the CEO of Asia

Marketing Solution Company, a company

he founded in 2006. Dr Kao is also a

qualified teacher. He began his career as

an English and Japanese teacher in private

schools in Siem Reap. These days he

teaches management and sales subjects to

undergraduates and MBA students. He

may be reached at kvenghong@ams-

groups.com
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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