Impact of Stakeholder Support on Brand Equity of FMCG Companies

Running head: ADVERTISING IN FMCG COMPANIES
Research on Impact of Stakeholder support on brand equities of FMCG Companies
Name of the Student:
Name of the University:
Author Note:

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ADVERTISING IN FMCG COMPANIES
Table of Contents
Chapter 1: Introduction:...................................................................................................................1
Purpose:.......................................................................................................................................1
Aims and objectives of the proposal:...........................................................................................1
Research questions:.....................................................................................................................1
Research hypothesis:...................................................................................................................2
Significance of the research:........................................................................................................2
Chapter 2: Literature review:...........................................................................................................2
2.1 Stakeholder theory:................................................................................................................2
2.2 Brand equity:.........................................................................................................................3
2.2 Customer satisfaction:...........................................................................................................4
Chapter 3: Research methodology:..................................................................................................5
3.1 Research design:....................................................................................................................5
3.2 Research philosophy:.............................................................................................................5
3.3 Research strategy:..................................................................................................................5
3.4 Research approach:................................................................................................................6
3.5: Method of data collection:....................................................................................................6
3.6 Sources of data:......................................................................................................................6
3.7 Data Analysis Techniques:....................................................................................................6
3.8 Sample Method and Sample Size:.........................................................................................6

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ADVERTISING IN FMCG COMPANIES
3.9 Ethical Consideration:...........................................................................................................6
3.10 Gantt Chart:.........................................................................................................................7
References:......................................................................................................................................8

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ADVERTISING IN FMCG COMPANIES
Chapter 1: Introduction:
Purpose:
The stakeholders’ support play significant role in the brand equity of business
organisations and have deep impact on their business generation. The statement holds stronger
for the multinational fast moving consumer goods companies which operate in hundreds in
countries. These companies as a result come under the influences of important stakeholders like
governments, consumers, suppliers and even competitors. The support of these stakeholders
heavily impact brand equity of these international FMCG companies and their revenue
generation. The research would delve into the impact of stakeholder support on the brand equity
of FMCG companies with Unilever as the example.
Unilever is a British Dutch company having its headquarters in London. The United
Kingdom and Rotterdam, Netherlands. It is public limited company and currently works under
the able leadership of Mr Paul Polman, its CEO. The product line of the Unilever can be divided
into food and drink, home care, personal products and water purifier. The company owns
international brands like Magnum range of ice cream, Dove range of beauty products, Axe
grooming range for men, Surf range of laundry cleaners and Lakme beauty products and fashion
(unilever.com, 2018).
Aims and objectives of the proposal:
The aim of the proposal would be studying the relationship between stakeholder support
and brand equity. The objective of the proposal would be exploring how stakeholders are
responsible for success and failure of FMCG brands.