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Student name : Nguyn Ngc Diu Thi Student ID Major Subject Instructor : MBA02035 : Marketing : Research methodology : DR.

Nguyen Quynh Mai

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INDIVIDUAL ASSESSMENT 2 RESEARCH PROPOSAL

RESEARCH TOPIC Auditing Saigon Special beer brand health in Ho Chi Minh City by studying its target customers evaluation

BRIEF DESCRIPTION 1. Rationale SABECO Company hasve launched new beer product named Saigon Special for several years in order to position it as a premium beer for men in high class in Ho Chi Minh City. Specifically, Saigon Special is expected to be positioned as premium beer as Heineken, Cartberg and Tiger beer. After the launching, beer Saigon Special was reported, in reality, to be perceived as a beer brand for middle class rather than high class customers. This could be considered to be a fail in marketing outcome. (SABECO research outcome) Facing this situation WHAT IS ITS RESULTS??? HOW IT MATCH COMPANYS TARGET?. In an effort to , SABECO management board expects to audit the beer Saigon Specials brand health by studying its target customers evaluation. The consequent brand auditing result will be foundation for further marketing strategic adjustments to SABECOs current competitive strategies. , the management board expects to discover whether target customers perceive Saigon Special as a premium product brand as it is technically designed to implement appropriate adjustments in its current competitive strategies.
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2. Research question Research question is necessary to draw direction for the research to be built. In this case, the research question is how strong beer Saigon Special beers brand has been. expected to be how target customers in Ho Chi Minh City evaluate beer Saigon special.

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3. Research objectives To assist the SABECO company management board, a research is conducted with six three following objectives. 1. The first is Measure beer Saigon Specials brand awarenessdiscovering what factors affecting customers buying decision for a beer product in general;. 2. Measure how well beer Saigon Special product meets customers functional needs;

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3. Measure how efficiently beer Saigon Special satisfies customers emotional needs; 4. Find out what customers personal opinions about Saigon Special are; and their evaluations of beer Saigon Specials real physical functional performance; 5. Study the customers emotional responses and reactions to the brand beer Saigon Special 6. Study the relationship and level of identification that customers have with the brand beer Saigon Special

The second is basing on the criteria that have just been found in the first objectives to unveil the Saigon The final is analyzing the gap between target customers perception of beer Saigon Special BRAND HEALTH and SABECOs business strategies. THOSE OBJECTIVES ARE MORE ON CUSTOMER BEHAVIOR/ SATISFACTION NOT BRAND HEALTH AS YOU MENTION IN THE RESEARCH TOPIC.

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Special customers satisfaction for each criterion.

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4. Literature review Brand audit is essential for providing long term strategic direction for the brand. In detail, brand audit is an externally, consumer-focused exercise to to examine the health of a brand. In other words, a brands health will be suggested to be improved by uncovering its sources of brand equity. In this case, the mentioned brand equity is customer-based brand equity. Technically, an effective brand auditing bases on a measurement system named tracking studies Tracking studies collect information from consumers in a routine basic over time, typically through quantitative measurements of brand performance on a number of key dimensions that has been identified in the brand audit. Further, each unique situation that a brand faces to will give it different types of tracking including product-brand tracking, corporate brand tracking and global tracking. Product-brand tracking is tracking an individual branded product. Corporate brand tracking is tracking a family brand. Global tracking is brand tracking that covers diverse geographic markets.

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Customer- based brand equity concept is formally defined as the differential effect that a brand has on consumer response to that brands marketing activities. In usual, the source of brand equity consumes a high customers level of awareness, familiarity, favorability and the brands uniqueness. In other words, an idea that forms the basis for a reasonable line of argument for customer-based brand equity is that a power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. (Kevin Lane Keller, 2008)
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4. 4. 4. 4.

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4. 4. 4. 4. 4. 4. 4. 4. Resonance
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Judgments

Feelings

Performance

Imagery

Salience

Customer based brand equity (CBBE) model Kevin Lane Keller, 2008 The CBBE model list a series of steps to examine how strong a brand has been. Actually, these steps include salience, brand performance, brand imagery, brand judgments, brand feelings and brand resonance. Actually, all all of potential measures that correspond to the CBBE model are candidates for later brand tracking. (Kevin Lane Keller, 2008) Salience measures brand awareness. For example, category identification or needs satisfaction Brand performance describes how well the product or service meets customers functional needs. For example, product reliability, product durability or service effectiveness, etc. Brand imagery reflects how efficiently the product or service satisfies customers emotional needs. For example, personality, heritages and experiences, etc. Brand judgments are customers personal opinions about and evaluations of the products real physical functional performance. For example, quality, creditability, consideration and superiority, etc. Brand feelings are customers emotional responses and reactions to the brand. For example, warmth, excitement, security or self respect, etc. Brand resonance is the final step of the model focusing on the ultimate relationship and level of identification that customers have with the brand. In other words, brand resonance describes the
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extent to which customers feels that the brand is compatible to them. For example, loyalty, attachment or engagement, etc.
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4. 4. 4. 4. 4. 4. 4. 4. 4. 4. 4. 4. 4. 4. 4. 4. 4. 4. 4.5. Research model Auditing a brand health is an interesting and challenging mission for managers and researchers. In beer Saigon Special case, theory of product-brand tracking will be applied to support the auditing activities. In addition, the CBBE model is expected to demonstrate its advantages in this case as well. In fact, evaluation dimensions in brand auditing are directed by CBBE model. Then, tracking studies will be assigned to collect quantitative measurement for auditing. 4.As it might be mentioned previously, the left side of the CBBE pyramid represents a concern to a brands functional route. Meanwhile, the pyramids right side concentrates on a more emotional route. A brand is strong, according to the CBBE model, when and only when all of its pyramid levels are strong from the bottom to the top and from the left to the right simultaneously. 4.Particularly, after screening out the quantitative brand tracking research outcomes, the statement Beer Saigon Special is a strong brand will be confirmed only when its CBBE model acquires following expectations: 4. Salience: high brand awareness 4. Performance: good smell, good aftertaste, dynamic design, not causing headache 4. Imagery: the image of successfulness 4. Judgments: best beer quality 4. Feelings: young, dynamic, successful, masculine and high class 4. Resonance: high customer loyalty, high rate of repurchase

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4. 4. 4. 4. 4. 4. DO LITURATURE REVIEW FIRST AND USE IT AS FOUNDATION TO BUILD RESEARCH MODEL. Auditing a brand health is an interesting and challenging mission for managers and researchers. Fortunately, thanks to Kevin Lane Keller and his CBBE model. This problem can be simplified. In the case of Saigon Special beer, the CBBE model is expected to demonstrate its advantages as well. That means this kind of model can point out the current perceptions of target customers about the product of Saigon Special beer. Therefore, SABECO management board can keep track whether their positioning strategy is compatible to customers real perceptions to have further adjustments.

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Resonance

Judgments

Feelings

Performance

Imagery

Salience

Customer based brand equity (CBBE) model Kevin Lane Keller, 2008

Customer based brand equity (CBBE) is the differential effect that brand knowledge has on consumer response to that brands marketing. Ideally, a positive CBBE reflects that customers react to a product favorably.

The CBBE model list a series of steps to examine how strong a brand has been THAT SHOULD BE RESEARCH QUESTION AND BASED ON THE MODEL, CAN DEFINE RESEARCH OBJECTIVES. Actually, these steps include salience, brand performance, brand imagery, brand judgments, brand feelings and brand resonance. Salience measures brand awareness. For example, category identification or needs satisfaction Brand performance describes how well the product or service meets customers functional needs. For example, product reliability, product durability or service effectiveness, etc. Brand imagery reflects how efficiently the product or service satisfies customers emotional needs. For example, personality, heritages and experiences, etc. Brand judgments are customers personal opinions about and evaluations of the products real physical functional performance. For example, quality, creditability, consideration and superiority, etc. Brand feelings are customers emotional responses and reactions to the brand. For example, warmth, excitement, security or self respect, etc. Brand resonance is the final step of the model focusing on the ultimate relationship and level of identification that customers have with the brand. In other words, brand resonance describes the extent to which customers feels that the brand is compatible to them. For example, loyalty, attachment or engagement, etc. BASED ON ABOVE HIGHLIGHT TO DEFINE RESEARCH OBJECTIVES THIS PART SHOULD BE PRESENTED IN LITURATURE REVIEW, THE RESEARCH MODEL IS HOW YOU ADAPT THEORY FOR YOUR OWN RESEARCH 5.6. Methodology Data collection is strongly based on secondary data and primary data sources. In details, the secondary data is supported by SABECO positioning report and AC Neilson Report 2009 2010. In addition, the primary data is extracted by using both qualitative method and quantitative method. Particularly, in qualitative research, the applied techniques are in depth interview, focus group and observation. These tools are applied to explore as much as possible the criteria based on which customers perceive beers Saigon Special brand. Following table describes precisely respondents characteristics.evaluate beer product in general. Those criteria are believed to be functional and emotional performance that customers expect to be satisfied by any of beer product. Table 1: Respondent characteristics Criteria 1 2 3 4 5 6 Gender Age Occupation Location Role in decision making Saigon-Special beer usage intensity Male 20-55 All occupations HCMC Buyer and user At least 1 bottle/can within 1 month to the moment of the interview Respondents charateristics

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Afterward, the completed qualitative research result will be foundations for the quantitative research to be done. under the form of customer satisfaction survey for Saigon Special beer THIS RESEARCH IS ON BRAND HEALTH!!!!. This kind of researchs outputs will declare the intensity of Saigon Special beers customer satisfaction for each evaluation criteria. Consequently, the researchers are able to achieve a general understanding whether their product can satisfy its customers expectations.This kind of research is more definitive assessment of the brand awareness, brands advantages and favorability, uniqueness in customers view. Available quantitative research technique package consists of survey for quantitative research. In detail, target respondents characteristics must be compatible with those applied in qualitative research respondent selection process. Indeed, table 2 provides a better overview of the applied quantitative research techniques. In detail, sample size covers 300 individual questionnaires. Finally, the respondents are selected via direct communication and convenient approach.
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Table 2: Applied quantitative research techniques Tittles 1 Sample The characteristics Content as those for respondents in

qualitative research 2 3 4 Sample size Sampling method Technique 300 interview directly, approach conveniently Brand tracking survey

MORE DETAIL ON: SAMPLE SAMPLING METHOD SAMPLE SIZE

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6.7. References Kevin Lane Keller, 2008, Strategic Brand Management, CBBE model, page 61. Kevin Lane Keller, 2008, Rolex brand audit, Strategic Brand Management, page 132. Kevin Lane Keller, Brand Synthesis: The Multidimensionality of brand knowledge, Journal of customer research 29, no. 4, 2003, page 595 Philip Kotler and Kevin Lane Keller, Marketing management, 12 edition, Prince Hall, 2006. Robert Berner, The name of the game is-The name, Business week, 2000
th

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