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Advantage of Brand Equity in FMCG company

14 Pages2616 Words277 Views
   

University of Scranton

   

Marketing Management (MKT 506)

   

Added on  2020-03-07

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The Research Proposal studies the importance of brand equity to the FMCG companies taking Procter & Gamble as an example. Procter & Gamble is the largest FMCG company in the world and the owner of brands like Gillette and Head & Shoulders. Multinational FMCG Companies give huge importance to creating and maintaining high brand equity in the global competitive market. 

Advantage of Brand Equity in FMCG company

   

University of Scranton

   

Marketing Management (MKT 506)

   Added on 2020-03-07

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Running head: BRAND EQUITY IN AN FMCG COMPANY Importance of brand equity in gaining competitive advantage to an FMCG companyName of the StudentStudent ID:Name of UniversityAuthor Note
Advantage of Brand Equity in FMCG company_1
1BRAND EQUITY IN AN FMCG COMPANYExecutive Summary: The assignment studies the importance of brand equity to the FMCG companies taking Procter& Gamble as an example. Procter & Gamble is the largest FMCG company in the world and theowner of brands like Gillette and Head & Shoulders. The multinational FMCG companies give ahuge importance to creating and maintaining of high brand equity in the global competitivemarket. In fact, brand equity forms one of the core business strategies of today’s multinationalcompanies. The assignment studies the importance of brand equity and its relationship with theglobal position of the company. It is linked closely with several other marketing areas likemarket penetration, competitive advantages and customer satisfaction. It is capable of effectingprofit earning capacity of the companies and their global positions. The assignment contains a indepth of the theories and importance of these concepts with P&G as the backdrop.
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2BRAND EQUITY IN AN FMCG COMPANYTable of Contents1.0 Introduction:..............................................................................................................................21.1. Aim of the research:..................................................................................................................21.2. Objectives of the research:........................................................................................................21.3. Research questions:..................................................................................................................22.0. Literature review:......................................................................................................................32.1 Brand equity model:..............................................................................................................32.2. Brand awareness and market penetration:............................................................................42.3 Competitive advantage:.........................................................................................................42.3.1. Cost leadership strategy:................................................................................................42.3.2. Differential Strategy:.........................................................................................................52.3.3. Focus strategy:...............................................................................................................52.4. Conceptual framework:............................................................................................................63.0 Research methodology:.............................................................................................................63.1. Types of investigation:.........................................................................................................63.1.1 Justification of the Investigation Chosen:.......................................................................73.2. Data collection method:........................................................................................................73.2.1 Justification of the Chosen Data Collection Method:.....................................................73.3. Sampling method:.................................................................................................................83.3.1 Justification of the sampling method used:....................................................................8
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3BRAND EQUITY IN AN FMCG COMPANY3.4. Accessibility issues:..............................................................................................................83.5. Ethical issues:.......................................................................................................................83.6. Data Analysis plan:...............................................................................................................83.7. Research limitations:............................................................................................................94. Structure of proposed dissertation:..............................................................................................95.Time Horizon (Gant Chart):.........................................................................................................9References:....................................................................................................................................11
Advantage of Brand Equity in FMCG company_4

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