Brand Value and Sales Declination Assignment
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Added on 2021-02-02
Brand Value and Sales Declination Assignment
Added on 2021-02-02
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Brand Value and Sales Declination Page | 1
AcknowledgmentPractical Knowledge is fundamental for the application of theoretical intelligence. Having this inmind our course teacher assigned to prepare this assignment to the students of the course“Marketing Research”. We cordially thank the honorable teacher for providing us theopportunity to apply class room learning practice. This assignment creates a bridge between ourclass room lessons and the application of our gathered knowledge. We would also like to convey our deep gratitude to those people who have helped us to collectthe information and supported us. Page | 2
Letter of TransmittalDate: 02, December, 2016Jahangirnagar University.Subject: Submission of Assignment. Dear Madam, It is our absolute pleasure to present the term paper on “identifying the causes ofbrand value & sales declination of Cosco Soap through Marketing Research Process”. Whilepreparing the report we have tried our level best to focus closely on the topic and try to collectthe most complete and updated information available. We believe that it will provide a clear ideaabout the current Situation of Cosco soap on the market and what was the reason of its downfall.To prepare this term paper, we have given best effort to accumulate needed information. We willbe available to answer any question for clarification. Thank you for your sincere support. Sincerely yours, Member of Rose GroupPage | 3
Executive SummaryWe were given the task to research about “Cosco Glycerin Soap” and find out thecauses of brand value and sales declination of this brand. In this project, we haveshown the market position of this product, their brand performance, competitivescenario of previous and current situation and a consumer perceptual map so thatwe can identify the flaws of this product, why they are unsuccessful though theyare so experienced brand. However, Kohinoor chemical sold their Cosco soapbrand to Commander Soap Company to about why Cosco glycerin soap isunsuccessful we conducted a research on male and female both so there would beno discrimination. Then we tried to make some points and questionnaires for them.A survey was conducted to know how much Bangladeshi citizen knows aboutCosco soap and how it is faring with other Soap brands. They gave feedback aboutCosco soap if they had used it before. Through this process we were able toidentify those reasons behind Cosco soap’s unsuccessful condition. Afterconducting a survey of 30 people we did a ratio analysis. We also gatheredsignificant information from internet and contacting local businessman.Page | 4
Table of ContentsContent NamePageIntroduction51.0.Marketing Research process51.1.Problem DefinitionBackground StudyBrand profile & problem statement6-81.2.Development of the approach and specifying research objectiveObjective of the researchData analysis8-91.3.Research Design Formulation10-111.4.Fieldwork or Data CollectionSurvey methodObservation method11-121.5.Data Preparation and AnalysisCosco Brand performanceCompetitive scenario12-141.6.Report reparation and presentationFindings14-20Conclusion21Appendix22-24IntroductionPage | 5
Marketing research is the process of designing, gathering analyzing and reporting informationthat possibly will be used to solve a specific issue which can help us to explore different ideas ofconsumers and sectors of marketing to develop new product or service. Our research based onthe consumer products Cosco Glycerin Soap. Cosco Soap is the product of Commander SoapCo. Ltd that already have declined the market share this product. Cosco Soap Bar was selectedby discussing our all group members as our product to research and we eight have conducted thisresearch on Cosco’s market situation. We identify the causes of brand value & sales declinationof Cosco Soap by the following marketing research process step by step.1.0.Marketing Research ProcessA set of six steps that defines the marketing tasks to be accomplished in conducting a marketingresearch study. These include-1.1 Problem definitionPage | 6
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