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CONSUMER BASED BRAND EQUITY
FOR DIFFERENT SEGMENTS OFDENIM BRANDS
Kanika LuthraAnand Malviya
Banu PrashanthHimani Goyal
Deepika Singh
Pramod Kumar
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Objective:
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Sub- Objectives
To understand consumer based brand equity model.
To find out the most preferred brand among consumers.
To explore the brand image in terms of customer satisfaction. To explore the brand salience for each brand.
To study the performance of the brand with respect to other brands
To know the resonance dimensions of the brand.
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Research Design
Kind of Research Design :Descriptive Research Design
Category: Denims (Jeans)
Name of the brands : Tommy Hilfiger(Premium), Levis (Lifestyle), FlyingMachine(Mid segment) and Wrangler (Low segment).
Address of outlets selected : Forum mall , Oasis (Bangalore).
Sampling Method : Convenience
Nature of Sample : Customers
Sample Size : 200 (50 per brand)
Tool Selected : Questionnaire
Estimated time : 40-45 days
Primary data sources: customers of respective brands.
Secondary data sources: online information
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Limitations
Sample size is less to get accurate results.
The scope of the study entailed to only a limited area of Bangalore.
Most of the information pertaining to market study has beencollected from secondary sources, which may not be highly reliablein each case.
Chances of human error.
Time limit was a constraint
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LEVIS Levi Strauss & Co. (LS&CO) is a privately held
clothing company known worldwide for its Levi'sbrand of denim jeans.
It was founded in 1853 On May 20, 1873 the U.S. Patent and Trademark
Office grants Levi Strauss & Jacob Davis a patent onthe process of riveting pants. This heralds theinvention of theblue jean.
Four core values are at the heart of LeviStrauss & Co.: Empathy, Originality, Integrityand Courage.
Product category includes mens and womens wearand accessories.
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TOMMY HILFIGER Tommy Hilfiger Group of Companies is one of the
world's most recognized designer apparel groups
The Group's focus is designing and marketing high-quality menswear, womenswear, children's apparel anddenim collections.
Chief competitors:Benneton; Calvin Klein; Donna Karan;Guess; Levi's; Liz Clai-borne; Nautica; Perry Ellis;
Polo/Ralph Lauren; and The Gap. The company has sales operations in Atlanta, Chicago,
Dallas, Los Angeles, New York, Philadelphia, and SanFrancisco.
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WRANGLER The brand is owned by the VF Corporation, who
also own Lee, JanSport and The North Face,
among others.Wrangler Jeans were first made by Blue BellWrangler has introduced several lines that are
more designated towards a specific group ordemographic
wrangler positions the brand as a youth brand. Product category mainly comprises of denims for
men and women but they have introduced newlines for the same.
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FLYING MACHINE
Flying Machine is the first Jeans brand of India,launched way back in 1980. Owned by ArvindLifestyle Brands Ltd.
it is the longest standing jeanswear brand that'savailable in India.
The product category includes denim and nondenim wear and accessories for men andwomen.
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CONSUMER BASED BRAND EQUITY
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Analysis & Findings
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Premium
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A) Brand name : TOMMY HILFIGER
This brand name is easy to remember, But the brand name is not associated with its product
offering, therefore it does not give a clear picture to the consumer of what the brand has to
offer.
B) Logo:
1) BRAND SALIENCE
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C) Product Offerings:Men Women Kids
Jackets / Coats
Jeans / Pants
Shirts
Sweaters
Polos
Sweatshirts / T-Shirts
Swimwear
Sports
Shoes
Accessories
Businesswear
Underwear
Runway
Blouses
Dresses / Skirts
Jackets / Coats
Jeans / Pants
Polos
Sweaters
Sweatshirts / T-Shirts
Shoes
Sports
Swimwear
Accessories
Underwear
T-Shirts / Sweatshirts
Sweater / Blouses
Skirts / Dresses
Pants / Jeans
Jackets / Coats
Accessories
Socks
Swimwear
Underwear
Shoes
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2) Brand performance:a)Service effectiveness
b)Service empathy
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c) Product Attributes
Most people prefer comfort, style as brand attributes in Tommy Hilfiger as abrand.
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3) Brand Imagery
a)User profile
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b) Purchase or usage situation:
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c) Personality and values:
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4) Brand judgment
Brand QualityBrand ImageBrand Superiority
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5) Brand feeling
Level of Satisfaction(Purchase)
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Consumer Feelings
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6) Brand Resonancea) Brand Association
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b)Brand Loyalty c)Brand attachment
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Lifestyle
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1)Brand Salience:
a)Brand awareness: It refers to customers ability to recall and recognize thebrand under different condition and to link the brand name logo symbol and so
forth. For Levis
b)Logo:
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40 % of respondents aregenerally aware about Levis
as a Brand
c) Strategic implication
d) Product category:
DENIM PANTS NON-DENIM
PANTS
SHIRTS JACKETS OTHER
Levis Dockers Dockers Levis Strauss
Signature
Levis 501 Levis Strauss
Signature
Levis Strauss
Signature
Levis Engineered
Jeans
Other
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Service effectiveness Service empathy
2) BRAND PERFORMANCE
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Product Attributes:
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3) Brand ImageryA)User profile
Purchase or usage situation:
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B) personality and values :
Income Group
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4) Brand judgment:
Brand Quality Brand Image Brand superiority
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5) Brand feeling
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6) Brand Resonance:
Brand loyalty: Celebrity endorsement
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Mid segment
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A) Brand Name:Wrangler It means a cowboy who takes care of the saddle horses.
People who work hard, have fun and recognize courageous individuality.
B) Logo:
C) Product offerings:
1)BRAND SALIENCE
DENIMPANTS
NON-DENIMPANTS
SHIRTS JACKETS OTHER
Wrangler Riggs Wrangler WranglerVintage Shorts
WranglerCowboy Cut
WranglerRanger
Riggs WranglerDenim
WranglerRugged
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2) BRAND PERFORMANCE
Service effectiveness:Service should be more effective. This can bedone by providing formal training to sales personnel.
Service empathy: The sales personnel should understand the customerperceptions once they enter into the store.
Level of Satisfaction (Brand)
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3) Brand Imagery:a) User profile:
b) Income distribution
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c) Purchase or usagesituation
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c) Personality and values:
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4) Brand feelings
Satisfaction Level(Purchase)
Satisfaction Level(Brand)
Consumer feelings
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5) Brand resonance:
It describes the nature of relationship and the extent to which wranglercustomers feel that they are in sync with the brand.
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6) Brand Judgments
Judgment dimensions
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Low segment
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1)BRAND SALIENCE
a)Brand name: Flying machine
b)This brand name is easy to remember because of itsunique logo and brand ambassador Abhishek Bacchan.
c) LOGO:
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d) Product category
Flying Machine basically deals in 1. Denims for both men and women 2. T shirts and sweat shirts.
3. Casual shirts 4. Ladies top 5. Jackets 6. Accessories like eyewear, bags, belts.
More than 300 new options are expected be launched thisseason, ranging from a large collection of shirts, knits, jackets,winter wear and cool accessories
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e)Awareness of brand ambassador
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2) Brand performance
Level of Satisfaction
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3) BRAND IMAGERY
a)User profile
Age distribution:
Age
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b) Income Groups
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c) Purchase or usage situation:
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d) Association with brand
Association with Brand
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3)Brand resonance
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a) Brand loyalty
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b)Brand attachment
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4) BRAND FEELINGS
A)Purchase satisfaction
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B)Satisfaction with brand
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5)Brand Judgments
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BRAND COMPARISON
Point ofdisinction
Levis Tommy hilfiger
Flyingmachine
Wrangler
Class /segment
lifestyle Premium Mid segment Low segment
Product line Denims,Shirts, t-shirts, jackets,accessories
Denims,Shirts, T-shirts, tops,accessories
Denims, t-shirts, sweatshirts, topsandaccessories.
Denim pants,nondenimpants,shirts,jackets and others.
Age group 23-28yrs/38%
29-34yrs/38%
17-22 yrs/37% 23-28yrs/40%
awareness maximum maximum Moderate Moderate
Promotion via Celebrity endorsement,Print Media,
cards
Printmedia,membershi
p cards
Celebrityendorsement,event sponsors
Celebrityendorsement,print media
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Point of
distinction
Levis Tommy Flying
Machine
Wrangler
Association Self esteem Socialapproval, Selfrespect
Excitement Fun
Brand Imagery Young andcasual
Young and eliteYoung Casual andTrendy
Satisfactionlevel
58% 34% 56% 66%
Brand feeling Half of thepopulation issatisfied
Maximum arevery satisfied Majoritysatisfied Majoritysatisfied
Self respect
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Conclusion
The study has helped us to understand the consumers andconsumer based equity, who are brand specific and those who arenot and attitudes of respondents towards Jeans.
This study shows us that only 45% of respondents are brandspecific, more then 50% of market consists of frequent brandshifters
Quality, Price, consumer responsiveness, creativity,advertisements, distribution channels, sales promotions etc are
having there own impact on attracting consumers towards brands,so it is very important to the marketer to consider all these factorsbefore introducing the product in to the market
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With this study it is known that nearly majority ofconsumers prefer quality of the product followed
by Price, comfort, brand image, look, fabric etc This tells us that every consumer will have his own
expectations in the products so to became asuccess full brand in the competitive market the
product should balance with all these factors
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SUGGESTIONS & RECOMMENDATIONS
The quality of the product should be enhanced, whichcan give better comfort to the consumer; it may help in
retaining existing consumer and might attract newconsumers to the products of the brands like Wranglerand Flying Machine.
Normally the prices of premium and lifestyle brands are
high, because of this reason they may loose economicallymiddle class and lower class consumers. To over comethis problem these brands have to introduce productswith low prices.
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It is required to update the trend and be creative with
innovative styles for Flying Machine and Wrangler. Some of these brands are not easily available at all theplaces required by consumers so it may be required toincrease the outlets as in case of Flying Machine. Advertisements of the brand may be increased with added
information like price, availability, ranges, promotions,celebrity endorsement etc for Tommy Hilfiger brand. Sales promotions of the products of the brands should be
increased to attract new consumers.
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BIBLIOGRAPHY
Inside Fashion Vol. 5 No. 10 Link//www brandweek com/bw/content display/news and feature http://media Canada.com /articles/mic/20080722/levisstraus
http://marketing practice.blogspot.com/2006/10 Super Brands/ VOL 1 /by:Aditi Chatterjee and VijaySrinivas//copyright 2004//pg no. 118-119
Reports at college library. Textbook, Principals of marketing By Philip Kotler.
http://media/http://marketing/http://marketing/http://media/8/9/2019 consumer based buying eqity
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