Please don\'t answer if you are not confident to provide a quality answer. It wi
ID: 356052 • Letter: P
Question
Please don't answer if you are not confident to provide a quality answer. It will waste your effor, my credit and I will rate you low.
1. Tide is popular consumer brands in the world. However, they are facing increased competition in the laundry detergent market and Tide is concerned that its brand image might not be as strong compared to previous years. From a strategic marketing perspective, Tide needs to make some changes to stay competitive.
a. How can Tide utilize descriptive research techniques to assess their brand image? What are the advantages and disadvantages of the descriptive research techniques you recommend?
b. How can Tide use these techniques to test potential marketing strategies?
I shall be grateful for your help!
Explanation / Answer
Any consumer brand before entering in to the market, segmentation of consumers and positioning the brand needs to be analysed. In this case TIDE detergent brand, Whether it needs to struck a chord amongst Higher discretionary income or Low budget consumer or high volume consuming consumer or Eco friendly conscious etc.,
a. Brand image doesn't mean a promotional ad alone, its the perception comes to mind whenever we think about the product. So all the stakeholders related to product plays a key role in positioning the brand. Survey with right kind of data samples will help TIDE to analyse their brand image. For example, Data samples with different age group, gender, income group, Size of family, occupation, expectations on product, availability of the product, Satisfactory levels after using the product, geographical location, impact of advertisement through various mediums etc.,
Advantages:
1. Directly interacting with the consumer will give inputs to fine tune the strategy to position a product.
2. Understanding the issues in supply chain before product reaches the consumer, will help in analyse the brand image. For example, If distributor doesn't perform well, product may not reach the end consumer in time which in turn damages the brand image.
3. Trend changes in consumer behaviour will be understood in a better way.
4. Brand uniqueness can be assessed.
Disadvantages:
1. Time consuming process.
2. Data collection should be under supervision throughly for quality in data as per samples design.
3. Bias is inevitable in data collection from consumers.
4. Mindset or emotional stability of consumer plays predominant role while collecting the data.
b. 1. Using surveys with right data samples design, will enable us to ascertain which marketing strategy will optimize the result.
2. Regular users or bulk users like laundries, dhobies will help in differentiating the product w.r.t efficiency, affordability, availability, durability, cost etc.,
3. Whether branding initiatives reached targeted customers or not can be assessed.
4. New segments of consumers can be indentified using correct surveys.