Description
This ppt is about packaged water and it consider brands like Bisleri, Kinley, Aquafina etc and tries to gauge the brand associations.
BRAND ASSOCIATION; PACKAGED DRINKING WATER
Indian Scenario
?
?
?
?
?
Over 500 brands prevalent in the bottled water segment The outbreak of water borne diseases, erratic municipal supplies and health consciousness have contributed to the growth of the sector Market leader is Bisleri with 37.6% market share, followed by Kinley (29.8%) and Aquafina (11.5%) Industry growing at a CAGR of 31% 85% of market captured by organized sector and rest by localized players
Brand Association
?
? ?
? ? ?
?
A brand association is anything “linked” in memory to a brand It is the meaning in the mind of the customer Ex- Colgate (Tooth Paste), Xerox (Photo Copier), Bisleri (Packaged Drinking Water), M & M Pikup (Pickup Trucks), etc. Brand Association builds strength for the brand Brand Association builds an image of the brand A well positioned brand can help in creating an appropriate brand image Associations represent perceptions which may not reflect objective reality
Customer Survey
?
?
? ? ? ? ?
Sample Size: 25 City : Mumbai Students: 67% Working Professionals: 33% Males: 72% Females: 28% Everyday Buyers: 52%
Why do you drink bottled water?
?
Alternative to other beverages
? ? ?
Trendy Luxurious Convenient “Bottled water is purer.” “Bottled water is just safer.” “Bottled water tastes better.” Bottled water is better than tap water
?
Worries about tap water
?
?
?
Perception of difference
? ?
Most Preferred Brand
Bisleri Aquafina Kinley Bailley Anyone
20%
44%
8%
12% 16%
Most important factor
Purity Taste Price Brand
40%
40%
12%
8%
If your preferred brand is not available, would you buy a local brand or go to other shop?
Yes No
24%
76%
What is the 1st thing that comes to your mind when you think about Bisleri?
Purity Safe Healthy Others
20% 40%
12%
28%
Bisleri; Brand Associations
Product Attributes
Filtered by the latest technology
Intangibles
Purity of water
Customer Benefits
Healthy
Use
No compromise with quality
Product Class
Hygiene
Nice taste
Safe to consume
Available in different sizes of bottles
?
1.
2. 3. 4.
Brand Association helps build brand equity by: Helping the customer retrieve product information Differentiate the brand from competition Providing the customer a reason to buy Helping in creating positive attitudes towards brands
“Bhaiya, ek bisleri ki botal dena.”
doc_246130436.pptx
This ppt is about packaged water and it consider brands like Bisleri, Kinley, Aquafina etc and tries to gauge the brand associations.
BRAND ASSOCIATION; PACKAGED DRINKING WATER
Indian Scenario
?
?
?
?
?
Over 500 brands prevalent in the bottled water segment The outbreak of water borne diseases, erratic municipal supplies and health consciousness have contributed to the growth of the sector Market leader is Bisleri with 37.6% market share, followed by Kinley (29.8%) and Aquafina (11.5%) Industry growing at a CAGR of 31% 85% of market captured by organized sector and rest by localized players
Brand Association
?
? ?
? ? ?
?
A brand association is anything “linked” in memory to a brand It is the meaning in the mind of the customer Ex- Colgate (Tooth Paste), Xerox (Photo Copier), Bisleri (Packaged Drinking Water), M & M Pikup (Pickup Trucks), etc. Brand Association builds strength for the brand Brand Association builds an image of the brand A well positioned brand can help in creating an appropriate brand image Associations represent perceptions which may not reflect objective reality
Customer Survey
?
?
? ? ? ? ?
Sample Size: 25 City : Mumbai Students: 67% Working Professionals: 33% Males: 72% Females: 28% Everyday Buyers: 52%
Why do you drink bottled water?
?
Alternative to other beverages
? ? ?
Trendy Luxurious Convenient “Bottled water is purer.” “Bottled water is just safer.” “Bottled water tastes better.” Bottled water is better than tap water
?
Worries about tap water
?
?
?
Perception of difference
? ?
Most Preferred Brand
Bisleri Aquafina Kinley Bailley Anyone
20%
44%
8%
12% 16%
Most important factor
Purity Taste Price Brand
40%
40%
12%
8%
If your preferred brand is not available, would you buy a local brand or go to other shop?
Yes No
24%
76%
What is the 1st thing that comes to your mind when you think about Bisleri?
Purity Safe Healthy Others
20% 40%
12%
28%
Bisleri; Brand Associations
Product Attributes
Filtered by the latest technology
Intangibles
Purity of water
Customer Benefits
Healthy
Use
No compromise with quality
Product Class
Hygiene
Nice taste
Safe to consume
Available in different sizes of bottles
?
1.
2. 3. 4.
Brand Association helps build brand equity by: Helping the customer retrieve product information Differentiate the brand from competition Providing the customer a reason to buy Helping in creating positive attitudes towards brands
“Bhaiya, ek bisleri ki botal dena.”
doc_246130436.pptx