BRAND EXTENSION OF SONY ERICSSON AND MOTOROLA

RESEARCH ON CATEGORY EXTENSION OF SONY ERICSSON & MOTOROLA Post-Graduate Diploma in Management By Name ARINDAM HAIT 20 ABHIJIT DEY 01 ARIJIT DATTA 18 AVIK MONDAL 25 Under the guidance of Dr. Anubha Vasisht INMANTEC, Ghaziabad INMANTEC Integrated Academy of Management and Technology Ghaziabad CONTENT Acknowledgement Introduction Research objective Research methodology Analysis Conclusion Recommendation ACKNOWLEDGEMENT This project report bears the imprint of those who had rendered their whole hearted support and encouragement without whose help this effort of us would be in vain. We are thankful to our respected executive director, Prof. Pankaj Gupta, INMANTEC for giving us the exposure of the corporate environment by providing us with the opportunity to do live project. We also thankful to our respected faculty guide Dr. Anubha Vashisht who guided us throughout my project, and left no stone unturned in helping us throughout our project. Under his guidance we were able to complete our project. INTRODUCTION What is brand extension? Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. Risk of category extension While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. Why firms opt for Brand Extension? Helps the new brand to acquire instant brand recognition Saves costHelps leverage the strengths of the existing brandIt also helps build the brand into a ‘Super brand’ Mobile phone satisfaction study – Usage patterns• The average replacement cycle for a typical handset is 16.6 months-a notable decrease from 18 months in 2005.• Handset features that are used most frequently include: THE SPEAKERPHONE (32%) CAMERA CAPABILITIES (27%) SERVICES TO SEND/RECEIVE SHORT MESSAGES (25%) AND GAMING (16%)• More than one-half of all current wireless users compared other handset brands before selecting their current wireless phone. Those customers who compare phones during the selection process are more likely to be satisfied overall with their current handset than those who do not. Mobile phone customer satisfaction study: The Reported Handset Purchase Price Has Increased, as Recently Introduced Models Generate Higher Price Points. Sony Ericsson ranks highest in satisfying customers who have owned their current mobile phone for less than two years, according to the J.D. Power and Associates 2006 U.S. The study measures customers’ satisfaction with their wireless handsets based on five key performance factors. In order of importance, these are: Physical design (24%); Operation (22%); Features (20%); Handset durability (19%); And battery function (15%). Sony Ericsson receives the highest ratings from customers in handset durability, and also performs particularly well in features and battery functionality RESEARCH OBJECTIVE ,[object Object]

To find out the possible brand extensions of SONY ERRICSION & MOTOROLA

Evaluate the difference in brand extension possibilities.RESEARCH METHODOLOGY We have done both primary and secondary research. It was done in two methods ,[object Object]

Qualitative researchData collection method Secondary data is collected from the net Primary data is collected through filling up the questionnaire and telephonic interview is taken from convenient sampling. Area of research: Sastrinagar D block. INMANTEC BUSINESS SCHOOL Sample size: 30+ 10 TELEPHONIC INTERVIEW. Duration: 1 month. DATA REPRESENTATION Present market share of Motorola and Sony Ericsson COMPARISON BETWEEN THE TWO COMPARISON BETWEEN THE TWO Customer’s perception about Sony Ericsson and Motorola OPINION ABOUT PRINTER OPEINION ABOUT PEN DRIVE OPINION ABOUT PHOTO STAT MACHINE OPINION ABOUT SOUND SYSTEM OPINION ABOUT INVERTER AND BATTERY OPINION ABOUT TV OPINION ABOUT CAMERA OPINION ABOUT WEB CAM OPINION ABOUT LAP TOP QUESTIONIRE RESEARCH ON BRAND EXTENSION ,[object Object]

Have you ever used Motorola mobile phone?

What do you like of Sony Ericsson and Motorola? (grade 1-5 for each parameter. 5 is the best and 1 is worst)

Sony EricssonMotorolaSoundPicture qualityBattery back upVoice clarityInnovative featuresHandyTechnologically soundCamera

Your perception about Sony Ericsson and Motorola?

Sony EricssonMotorolaReliabilityBrand ratingPrice

According to you Sony Ericsson and Motorola can launch these products which will be successful in the market.

Sony EricssonMotorolaPrinter Pen drivePhoto stat machineSound systemInverter and batteryTVCamera Web camLaptop

Any other suggestion of you……………………………

With whom Sony Ericsson and Motorola can compete in their existing market?

Sony EricssonMotorolaHPTranscendXerox IntexMicrotec or LuminusSamsungDel FINDINGS Market share: ,[object Object]

Sony EricssonMotorolaSoundVery goodAveragePicture qualityVery goodAverageBattery back upAverageVery GoodVoice clarityGood Very goodInnovative featuresVery goodVery goodHandyyesSo soTechnologically soundyesyesCamera Very goodGood

Sony EricssonMotorolaPrinter Pen drivePhoto stat machineSound systemInverter and batteryTVCamera Web camLaptop ANALYSIS ,[object Object]

BRAND EXTENSION OF SONY ERICSSON AND MOTOROLA

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