mba project presentation 1jwt final project presentation

JWT Final Project Presentation 1

MBA PROJECT PRESENTATION


AGENDA

1. Objectives2. Literature Review3. Research Design4. Qualitative Research5. Quantitative Research6. Conclusion7. Recommendations


OBJECTIVE

The objective was to determine the contribution that brands can make to implement the “drastic change” phenomenon desired by Pakistani youth. Also to identify the factors that brands can implement in their branding strategy as a change embracer or change initiator.


Literature Review

Qualitative Analysis

Quantitative Analysis

SPSS Analysis

Is the brand that use ‘Change’ as a dominant theme in its marketing communication embraced by customers or not

The youth wants an incremental change or a drastic change. The youth want a change initiator or a change embracer.Change slogan can translate into a purchasing behavior or not?(is practical implications of the change slogan is hindering its effectiveness)

Relationship between Brand Purchasing and Functional BenefitsMeasuring People’s Inclination towards Change Initiator or Change EmbracerMeasuring people inclination towards drastic change or incremental change

The brands that take “change” as their brand promotion strategy are embraced by the customers or not.


LITERATURE REVIEW


Psychological Ownership

Change InitiatorChange Embracer

Incremental Change

Movement Marketing

Drastic Change

Hypothesis


To measure the Pakistani youth preferences for already launched youth brand campaigns that stimulates their desire for change.


DRASTIC CHANGE

“Drastic change goes beyond augmenting the status quo, requiring a shift to fundamentally different social practices, relationships and norms. It involves adopting a different paradigm that should empathize, engage, and empower its audience against the established pattern of perceived inequalities in order to make a difference within their own areas of influence.”




Incremental Change

Movement Marketing

Drastic Change

Hypothesis




CHANGE EMBRACER EXAMPLEDJUICE

Industry Telenor

10.30%

12.36%

Subscriber Base 2011-12


CHANGE EMBRACER EXAMPLETATA TEA

Urban Rural

85%

75%

Ad Recall

2007 2008

36.9

43.79

Sales


618,157 people registered to Vote

2007 2008

19.40%

20.60%

Market Share


CHANGE INITIATOR EXAMPLETATA TEA

In this campaign different aspects of life were shown in the TVCs, were the consumer being the advocate of the brand, communicate values that the brand holds and the strength it gives to its consumers.

The product attributes as well as the emotional connectivity both were shown in the TVCs




Incremental Change

Movement Marketing

Drastic Change

Hypothesis




MOVEMENT MARKETING

The best way to reach people is to look for topics and causes around which they are already gathering and align one’s brand with those topics or causes.


PSYCHOLOGICAL OWNERSHIP

By suggesting to individuals within an advertising campaign that they contributed to a social marketing cause, even when they have not, marketers and advertisers may be able to influence positive behaviors that result from high levels of psychological ownership

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Incremental Change

Movement Marketing

Drastic Change

Hypothesis




RESEARCH DESIGN

RESEARCH DESIGN19JWT Final Project Presentation

Secondary data analysis & literature review

Hypothesis for qualitative research

Qualitative research

Hypothesis for quantitative research

Quantitative research

Hypothesis Conclusion


QUALITATIVE RESEARCH


QUALITATIVE RESEARCH

• HypothesisThe brands which took “change” as their brand promotion strategy are embraced by the customers or not.

• Sub-HypothesisTo measure the Pakistani youth preferences for already launched brand campaigns that stimulate their desire for change.

• Target Population– Males– Females– Age 16-26


FOCUS GROUPS

• 9 Focus Groups• 7-10 Participants per FG• Age Bracket:

– 16-26 years

• Layout of Focus Groups:– Respondents’ perspective of

Change– Enquire about brands that are

communicating Change in their promotions

– 3 products and two Advertisements of each, with and without change slogans were shown.

Male Female

Public University NED University Karachi

University

Private University IBA

IBA

Sir Syed University

Less- Educated

Class

Factory Workers

NursesConstruction Workers

Janitors


PROCEDURE OF FOCUS GROUPS

Phase 1

• Meaning and Perception of the word ‘Change’• The kind of Change desired by the Youth• Areas where change is to be made• Sensitivity to the Environment• Perceived Capability to Create an Impact• Inclination towards Evolutionary Change

Phase 2

• Most Recalled Brand Advertisements• Likeability and Perception of Social Advertisements by Brands

Phase 3

• Enquire about the message shown in the advertisements


EXPERT INTERVIEWS

• Comparison of students in Pakistan and Germany

• Change is determined by the establishment and the leadership

• Pakistan is rich in natural and human resources

• Pakistan ranks 128 on Global Competitive Scale

• Role of Youth in Egypt and Germany• Mr. Hartmut’s work with NHCD• Voda Phone’s “Power to You”

Mr. Umer Sultan (CEO FM 96)

• The educated youth has the potential to bring a lot of change; they only require a platform

• If you want progress you need to trust the youth

• Sadly youth of Pakistan are on the wrong track and are very distracted

• The Shazaib case is proof of the youth’s potential to bring about change

• Change can only come via peaceful measures

• Quaid-e-Azam didn’t fight a war, he brought about a revolution peacefully

Prof. Hartmut (enthusiast about Pakistan)


QUANTITATIVE RESEARCH

• Main Hypothesis:– The youth wants an incremental change or a

drastic change. – The youth want a change initiator or a change

embracer.– Change slogan can translate into a purchasing

behavior or not?(is practical implications of the change slogan is hindering its effectiveness)

• Secondary Motive:– Obtained Key word preference and response

analysis.


Descriptive Analysis Frame Work

Common Key Words: Key words: Change, Revolution, Entertainment, Aggressive, Empowerment, Education, Vision, Leader, Security, Youth, Terrorism, Women Empowerment, Curiosity, Motivation

One liner Questionnaire

Key Words, Accountability, Corruption, Creativity, Education,

Education Equality, Equality, Favoritism, good governance, honesty, Hygienic, Islamism,

Liberty, Modesty, No Change, No Coeducation, Originality, Positive

Attitude, responsibility, Revolution, Tolerance, Unity,

Women Empowerment

Interviews

Key words: Change, Revolution, Entertainment, Aggressive, Empowerment, Education, Vision, Leader, Security, Mohammad Ali Jinnah, Youth, Terrorism, Women Empowerment,

Curiosity, Motivation

Focus Groups

Key words, Education, Health, Change in Government,

Corruption, Women Empowerment, Vision, Inequality,

Inflation, Job Opportunities, Tolerance, Load shedding, Security, Power struggle, Insensitivity, Uncertainty


QUALITATIVE RESEARCH CONCLUSION

• Youth are looking for functionality and practical approach

• Ongoing campaigns of Djuice and Vital Tea stir the emotional element but don’t translate to purchasing behavior

• Qualitative research proves that brands which don’t promote change but have a strong functional message would be preferred more by customers


Lyari

Orangi

Baldia

Site

Kemari

Saddar

Gulshan-e-Iqbal

Landhi

Gulberg

Korangi

North Nazimabad

North Karachi

Malir

Gadap

Defense

Cantonment

Bin Qasim

Liaqatabad

Jamshed Town

Shah Faisal Town


Sampling

• Karachi is divided into– 6 zones– 20 union councils

• Initial distribution was done on the basis of:– Gender, – Literacy rate– Population– Union Councils


West6%

South20%

East30%

Central27%

Malir10%

Cantonments7%

CHALLENGES / FINAL DISTRIBUTIONWest South East Central Malir Cantonments

4

14

22

19

75

3

10

1513

4 43

10

1513

532

8

12 11

4 3

Literate Male Literate Female Illiterate Male Illiterate Female

•7 towns were eliminated due to Security Concerns•Union Council Distribution to Zonal Distribution


QUESTIONNAIRE METHODOLOGY

• Questioning process

• Mobile/ Tea Ads

• Student vs Non-Student Population

Taking consent from the

respondents

If YES Ask Question 1Proceed to subsequent questions

If NOSearch for another

respondent

Emotional Card; 25%

Functional Card, 25%

Emotional Card; 25%


Male 50 % Female 50%

Voice 100%V

Emotional Card; 25%


Emotional Card; 25%


Male 50 % Female 50%

Lipton 100%


Educated Male

Political

Change

Religio

us toler

ance

Attitudinal Chan

ge

Women

empowerm

ent

educati

on

Secu

rity

Health

Corruption

13%

11%12%

13%

8%

11%

6%

3%

11%12%

11%

9%

14%

9%7%

4%

24%23% 23%

22% 22%20%

13%

7%

Preferred Highly Prefereed Total Preference

KEYWORDS ANALYSIS


Secu

rity

Women

empowerm

ent

Religio

us toler

ance

Political

Change

Attitudinal Chan

geHea

lth

educati

on

Corruption

12%

8%

6%

10%8%

7%

4%

1%

7%

10% 10%

6%

2% 3%4% 4%

19% 19%

16% 16%

10%10%

8%

5%


KEYWORDS ANALYSIS

Educated Females


Secu

rity

Corruption

Religio

us toler

ance

Health

educati

on

Political

Change

Women

empowerm

ent

Attitudinal Chan

ge

8%

4%

9%10%

4%

6%5%

2%

12%

15%

11%

4%

8%

3%2% 2%

20% 20% 20%

14%

12%

9%

7%

4%


KEYWORDS ANALYSIS

Uneducated Males


Uneducated Female

Secu

rity

Religio

us toler

ance

Women

empowerm

ent

Political

Change

educati

onHea

lth

Corruption

Attitudinal Chan

ge

6%7%

4%

6%

10%

8%

5%

0%

10%

1%

14%

3% 2%3%

10%

0%

16%

9%

18%

9%

12%11%

15%

0%


KEYWORDS ANALYSIS


Overall

Secu

rity

Religio

us toler

ance

Women

empowerm

ent

Political

Change

educati

onHea

lth

Corruption

Attitudinal Chan

ge

36.20%32.40% 30.00%

34.80%

25.20%30.00%

13.30%

22.40%

38.60%34.80%

35.20%

23.30%

28.10%

17.60%

32.90%

15.20%

74.80%67.20% 65.20%

58.10%53.30%

47.60% 46.20%

37.60%


KEYWORDS ANALYSIS


QUANTITATIVE ANALYSIS


Hypothesis 1: Functionality is the key• Ho: People do not purchase brands that play on functional

benefits• H1: People purchase brands that play on functional benefits

• One Sample T-Test • P<0.05• CI = 95%

• Ho – Rejected• H1 – Accepted

Results• Both Tests show that most consumers purchase on the basis of

functional value proposition rather than emotional value proposition

• Cumulative percentage Test

• 37% Agree• 22% Strongly Agree • H1 – Verified


Hypothesis 1:Sub Hypothesis 1Ho: There is no statistically significant difference in means between

educational background and purchasing behavior that play on functional value proposition

H1: There is statistically significant difference in means between educational background and purchasing behavior that play on functional value proposition

• Independent Samples T-test• P > 0.05 (P = 0.065 Educated, P = 0.070 Uneducated)• Ho – Accepted

There is no statistically significant difference in means between educational background and preference for functional value


Hypothesis 1:Sub Hypothesis 2Ho: There is no statistically significant difference in means between

educational background and purchasing behavior that play on emotional value proposition

H1: There is statistically significant difference in means between educational background and purchasing behavior that play on emotional value proposition

• Independent Samples T-test• P < 0.05 (P = 0.030 Educated, P = 0.031 Uneducated)• Ho – Rejected

There is statistically significant difference in means between educational background and preference for functional value


Hypothesis 1:Sub Hypothesis 3Ho: There is no relation between educational backgrounds on

purchasing behaviour due to emotional propositionH1: There is relation between educational backgrounds on

purchasing behaviour due to emotional proposition

• Chi-square Test• Pearson Chi Square = 0.014 (P < 0.05)• Ho – Rejected

Educational background does affect the purchasing behavior with educated consumers more sensitive to emotional value


Hypothesis 2: Change initiators are preferred• Ho: People do not purchase brands that attempt to initiate a

change process• H1: People purchase brands that attempt to initiate a change

process

Results• Consumers prefer those brands more which attempt to initiate a

change process rather than those which embrace the existing change process


• 52.9% favored• 47.1% resisted

• H1 – Verified


Hypothesis 2:Sub Hypothesis 1Ho: There is no relationship between people inclination towards

brands that are change initiators or change embracers and their educational background

H1: There is relationship between people inclination towards brands that are change initiators or change embracers and their educational background

• Chi Square Test• Pearson Chi Square = 0.00 (P < 0.05)• Ho – Rejected

There is a relationship between people’s inclination towards brands that are change initiators or change embracers and their educational background


Hypothesis 2:Sub Hypothesis 2• Ho: There is no relationship between people’s inclination

towards brands that are change initiators or change embracers and gender

• H1: There is relationship between people’s inclination towards brands that are change initiators or change embracers and gender

• Chi Square Test• Pearson Chi Square = 0.395 (P > 0.05)• Ho – Accepted

There is no relationship between people inclination towards brands that are change initiator or change embracer and gender. Men and women are similar in this regard


Hypothesis 3: Incremental change is better acceptable

• Ho: People do not purchase brands that promote incremental change

• H1: People purchase brands that promote incremental change

Results• Consumers prefer those brands more which promote incremental

change process rather than revolutionary or abrupt change process


• 57.6% favored• 42.4% resisted

• H1 – Verified


Hypothesis 3:Sub Hypothesis 1Ho: There is no relationship between people’s inclination towards

brands that are drastic or abrupt change promoter and their educational background

H1: There is a relationship between people’s inclination towards brands that are drastic or abrupt change promoter and their educational background

There is a relationship between people’s attitude towards brand’s ideology and their educational background. Educated consumers are more inclined towards incremental change philosophy

Chi Square TestPearson Chi Square = 0.00 (P < 0.05)Ho – Rejected

Cross TabulationEducated – 57% (Incremental)Uneducated – 43% (Incremental)Ho – Rejected


Hypothesis 3:Sub Hypothesis 2Ho: There is no relationship between people’s inclination towards

brands that are drastic or abrupt change promoter and their gender

H1: There is relationship between people’s inclination towards brands that are drastic or abrupt change promoter and their gender

There is a relationship between people’s attitude towards brand’s ideology and their gender. Males are more inclined towards incremental change philosophy, females are more drawn towards abruptly taken measures

Chi Square TestPearson Chi Square = 0.04 (P < 0.05)Ho – Rejected

Cross TabulationMale– 37% (Incremental)Female – 21% (Incremental)Ho – Rejected


CONCLUSION


Hypothesis 1

“Relationship between purchase behavior and value proposition”

• Consumers purchase brands that emphasize on functional value they provide.

• Literate consumers are more inclined to purchase brands providing emotional value proposition.

• In case of functional value proposition, there is no statistical significance in its relationship with purchasing behavior.


Hypothesis 2

“Relationship between consumers’ attitude and brand’s change slogan”

• Consumers have more preference for brands that initiate a change process than brands that embrace an ongoing change process.

• Literate consumers have more preference for change initiators; whereas illiterate consumers prefer change embracers.

• Gender is not a distinguishing factor in deciding whether consumers would buy a change initiating stance or embracing mode.


Hypothesis 3

“Relationship between consumers’ attitude and brand’s ideology regarding pace of change

process”• Overall, more consumers prefer brands that promote

incremental change process as that is more natural.• Literate consumers prefer incremental change, while

illiterate prefer drastic change mainly due to difference in tolerance levels.

• Gender wise, males prefer incremental change over abrupt, while females have equal preference regarding incremental and drastic change with slightly more for abrupt due to weaker tolerance levels and insecurity.


RECOMMENDED BRANDING MODEL


Change Initiator

Change EmbracerBR

AND

AW

AREN

ESS

BRAN

D G

ROW

THEmotional & Functional

Appeal

BRAN

D S

UST

AIN

ABIL

ITY

Functional Appeal


Thank you

Questions?

mba project presentation 1jwt final project presentation

Documents

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