A Study on Universal Mapping and Brand Positioning

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


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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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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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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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Documents

A Study on Universal Mapping and Brand Positioning