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7/31/2019 A Study on Universal Mapping and Brand Positioning
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BY
NIKHIL.VJ
2nd MBA
GUIDE; ASSIT;PROF. KASINATHAN.S
7/31/2019 A Study on Universal Mapping and Brand Positioning
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Universal mapping is a tool using by the most
of the companies to analyze their position in
the market. It analyzes the companys sales,
its competitors products and its marketshare
Brand positioning refers to target
consumers reason to buy your brand in
preference to others
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Positioning may be simply defined in terms
of how a brand is positioned in the mind of
the consumer with respect to the values with
which it is differentially associated or whichit owns (Ries and Trout, 1982; Marsden,
2000a)
Philips (1988), in his study, stated that a
brand can be described as a trademark thatcommunicate a promise.
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Broadbent and cooper (1987), in their study, noted
that if the brand is to be successful, image and
symbols must relate to and indeed exploit theneeds, values and life style of consumers in such a
way that the meaning involved give added values
and differentiate the bran from other brands.
Kotta Thomas (1992), in his study, investigated the
influence of extrinsic cause, viz., price, reputation
of the product and advertising, in a main
experimental setting using multi term measures
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PRIMARY OBJECTIVEThe primary objective is to study about the UNIVERSAL
MAPPING AND BRRAND POSITIONING of Berger
Wood Coatings.
SECONARY OBJECTIVE To find out the market share of berger wood
coatings
To study the positioning of berger wood coatings in
the market.
To compare the major wood coatings brands in
terms of price, preference, quality, packing and
colour.
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The scope of the study is to determine the
market share of berger wood coatings and
find how much the product reach to the
peoples. The study on universal mapping and brand
positioning helps to enact the productivity of
the company.
The scope of the study is to find out theposition of the company in the market and
its position in the mind of the people.
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The survey has been limited by the researcher and
The data has been collected from the sample sizeof 132 due to time constraint.
The findings of the survey which have been
conducted are only applicable to this organisation.
The area of study for universal mapping and brandpositioning is limited in a particular geographical
area.
The respondents have replied to the queries
recalling from their memory, so the responses mayalso be biased.
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In this project the DESCRIPTIVE RESEARCH
DESIGN is used to describe the
characteristics of variables.
SAMPLING METHODNon Probability sampling
SAMPLING TECHNIQUE
convenience sampling.
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Primary data
Secondary data
TOOLS FOR ANALYSIS:
PERCENTAGE ANALYSIS
WEIGHTED AVERAGE METHODCORRELATION
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TABLES
PIE-CHART
BAR- DIAGRAM
CONE DIAGRAM
LINE CHART
CYLENDERICAL CHART
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Dealings (in yrs) Number of Respondents Percentage
0-2yrs 24 18%
3-5yrs 24 18%
6-8yrs 12 9%
9-12yrs 12 9%
Above 12 yrs
60
46%
Total 132 100%
0-2yrs18%
3-5yrs18%
6-8yrs9%9-12yrs
9%
Above 12 yrs46%
Number of Respondents
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Brands Sale in liter Percentage
Asian paints 22620 58%
Berger 7200 19%
Nippon 2580 7%
Dulux 2340 6%
Nerolac 2280 6%
Esdee 1200 3%
MRF 600 1%
Total 38820 100
0
5000
10000
15000
20000
25000
Asianpaints
Berger Nippon Dulux Nerolac Esdee MRF
Series1 22620 7200 2580 2340 2280 1200 600
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Brands Sale in liter Percentage
Asian paints 13800 49
Berger 6420 23
Nippon 2820 10
Dulux 2880 10
Nerolac 1860 6
Esdee 300 1
MRF 180 1
Total 28260 100
0
5000
10000
15000
Asianpaints
BergerNippon
DuluxNerolac
EsdeeMRF
Series1
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Brands Sale in liter Percentage
Asian paints 8760 46%
Berger 3660 19%
Nippon 540 3%
Dulux 780 4%
Nerolac 1620 8%
Esdee 2400 13%
MRF 1320 7%
Total 19080 100
8760
3660
540 780
1620
2400
1320
Asian paints Berger Nippon Dulux Nerolac Esdee MRF
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Opinion No. respondents Percentage
Reasonable 112 85%
Expensive 20 15%
Total 132 100
0
20
40
60
80
100
120
Reasonable Expensive
Series1 112 20
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Weight age (W) 7 6 5 4 3 2 1
Tota
l
Weighted
Average
RankRating 1 2 3 4 5
6 7
Asian X 132 0 0 0 0 0 0 132
7
1
WX 924 0 0 0 0 0 0 924
Berger X 0 98 26 7 1 0 0 132
5.446
2
WX 0 558 130 28 3 0 0 719
Dulux X 0 21 82 22 7 0 0 132
4.886
3
WX 0 126 410 88 21 0 0 645
Nippon X 0 8 15 101 8 0 0 132
4.174
4
WX 0 48 75 404 24 0 0 551
Nerolac X 0 5 9 2 116 0 0 132
3.128
5
WX 0 30 27 8 348 0 0 413
MRF X 0 0 0 0 0 11 121 132
1.0833
7
WX 0 0 0 0 0 22 121 143
ESDEE X 0 0 0 0 0 121 11 132
1.916
6
WX 0 0 0 0 0 242 11 253
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Weight age (W) 5 4 3 2 1
Total
Weighted
Average
Rank
Rating
1 2 3 4 5
Quality X 22 85 21 4 0 132
3.946 2
WX
110
340
63
8
0
521
Colour X 8 9 89 21 5 132
2.954 3WX 40 36 267 42 5 390
Price X 98 29 5 0 0 132
4.704 1WX 490 116 15 0 0 621
Availability X 4 9 10 91 18 132
2.166 4WX 20 36 30 182 18 286
Offers X 0 0 7 16 109 132
1.227 5WX 0 0 21 32 109 162
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Majority of the respondents are doing business more
than 12 years Berger MELAMINE having 19% share in the market
Berger PU having 23% share in the market
Berger SEALER having 19% share in the market
85% respondents agree the price of the Berger woodcoatings are reasonable
Most of the respondents telling the colour and style ofthe Berger wood coatings are average
Most of the respondents telling the quality of the Bergerwood coatings are good
Most of the respondents telling the advertisement ofthe Berger wood coatings are average
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The company want to make little
improvement in the colour and style of
Berger wood coatings
The company wants to make improve thequality of wood coatings
The company have to provide better schemes
to promote their products
The company want to put a great effort tomake brand superiority
The company want to provide more offers to
promote their products
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A STUDY ON UNIVERSAL MAPPING AND BRAND
POSITIONING reveals the market share of
the Berger wood coatings in the market. It
analyzed the competitors of the Berger wood
coatings. This study helps to find out the
market leaders in the wood coatings sector
and the study helps to improve the sales of
the product . this study also showed hoe
much the product reached to the people and
how much the company succeed to make
brand positioning.
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