CONSUMER BASED BRAND EQUITY

FOR DIFFERENT SEGMENTS OF

DENIM BRANDS

Kanika Luthra
Anand Malviya
Banu Prashanth
Himani Goyal
Deepika Singh
Pramod Kumar
Objective:
Sub- Objectives

• To understand consumer based brand equity model.

• To find out the most preferred brand among consumers.
• To explore the brand image in terms of customer satisfaction.
• To explore the brand salience for each brand.
• To study the performance of the brand with respect to other brands
• To know the resonance dimensions of the brand.
Research Design
• Kind of Research Design :Descriptive Research Design
• Category : Denims (Jeans)
• Name of the brands : Tommy Hilfiger(Premium), Levis (Lifestyle), Flying
Machine(Mid segment) and Wrangler (Low segment).
• Address of outlets selected : Forum mall , Oasis (Bangalore).
• Sampling Method : Convenience
• Nature of Sample : Customers
• Sample Size : 200 (50 per brand)
• Tool Selected : Questionnaire
• Estimated time : 40-45 days
• Primary data sources: customers of respective brands.
• Secondary data sources: online information
Limitations

• Sample size is less to get accurate results.

• The scope of the study entailed to only a limited area of Bangalore.
• Most of the information pertaining to market study has been
collected from secondary sources, which may not be highly reliable
in each case.
• Chances of human error.
• Time limit was a constraint
LEVI’S
• Levi Strauss & Co. (LS&CO) is a privately held
clothing company known worldwide for its Levi's
brand of denim jeans.
• It was founded in 1853
• On May 20, 1873 the U.S. Patent and Trademark
Office grants Levi Strauss & Jacob Davis a patent on
the process of riveting pants. This heralds the
invention of the blue jean.
• Four core values are at the heart of Levi
Strauss & Co.: Empathy, Originality, Integrity
and Courage.
• Product category includes men’s and women’s wear
and accessories.
TOMMY HILFIGER
• Tommy Hilfiger Group of Companies is one of the
world's most recognized designer apparel groups
• The Group's focus is designing and marketing high-
quality menswear, womenswear, children's apparel and
denim collections.
• Chief competitors:Benneton; Calvin Klein; Donna Karan;
Guess; Levi's; Liz Clai-borne; Nautica; Perry Ellis;
Polo/Ralph Lauren; and The Gap.
• The company has sales operations in Atlanta, Chicago,
Dallas, Los Angeles, New York, Philadelphia, and San
Francisco.
WRANGLER
• The brand is owned by the VF Corporation, who
also own Lee, JanSport and The North Face,
among others.
• Wrangler Jeans were first made by Blue Bell
• Wrangler has introduced several lines that are
more designated towards a specific group or
demographic
• wrangler positions the brand as a youth brand.
• Product category mainly comprises of denims for
men and women but they have introduced new
lines for the same.
FLYING MACHINE
• Flying Machine is the first Jeans brand of India,
launched way back in 1980. Owned by Arvind
Lifestyle Brands Ltd.
• it is the longest standing jeanswear brand that's
available in India.
• The product category includes denim and non
denim wear and accessories for men and
women.
CONSUMER BASED BRAND EQUITY
Analysis & Findings
Premium
 1) BRAND SALIENCE
A) Brand name : TOMMY HILFIGER
This brand name is easy to remember, But the brand name is not associated with its product
offering, therefore it does not give a clear picture to the consumer of what the brand has to
offer.

B) Logo:
C) Product Offerings:
Men Women Kids

• Jackets / Coats • Runway • T-Shirts / Sweatshirts

• Jeans / Pants • Blouses • Sweater / Blouses
• Shirts • Dresses / Skirts • Skirts / Dresses
• Sweaters • Jackets / Coats • Pants / Jeans
• Polos • Jeans / Pants • Jackets / Coats
• Sweatshirts / T-Shirts • Polos • Accessories
• Swimwear • Sweaters • Socks
• Sports • Sweatshirts / T-Shirts • Swimwear
• Shoes • Shoes • Underwear
• Accessories • Sports • Shoes
• Businesswear • Swimwear
• Underwear • Accessories
• Underwear
2) Brand performance:
a)Service effectiveness
b)Service empathy
c) Product Attributes

Most people prefer comfort, style as brand attributes in Tommy Hilfiger as abrand.
3) Brand Imagery

a)User profile
b) Purchase or usage situation:
c) Personality and values:
4) Brand judgment

• Brand Quality
•Brand Image
•Brand Superiority
5) Brand feeling

Level of Satisfaction
(Purchase)
•Consumer Feelings
6) Brand Resonance
a) Brand Association
b)Brand Loyalty c)Brand attachment
Lifestyle
1)Brand Salience:
a)Brand awareness: It refers to customers ability to recall and recognize the
brand under different condition and to link the brand name logo symbol and so
forth. For Levis
b) Logo:
 • 40 % of respondents are
generally aware about Levis
as a Brand

c) Strategic implication

d) Product category:
DENIM PANTS NON-DENIM SHIRTS JACKETS OTHER
PANTS
Levi’s Dockers Dockers Levi’s Strauss
Signature
Levi’s 501 Levi’s Strauss Levi’s Strauss
Signature Signature
Levi’s Engineered
Jeans
Other
2) BRAND PERFORMANCE

• Service effectiveness
• Service empathy
• Product Attributes:
3) Brand Imagery
A)User profile

▫ Purchase or usage situation:

Income Group

B) personality and values :

4) Brand judgment:
• Brand Quality
• Brand Image
• Brand superiority
5) Brand feeling
6) Brand Resonance:

•Brand loyalty:
Celebrity endorsement
Mid segment
1)BRAND SALIENCE
A) Brand Name: Wrangler
▫ It means a cowboy who takes care of the saddle horses.
▫ People who work hard, have fun and recognize courageous individuality.

B) Logo:

C) Product offerings:

DENIM NON-DENIM SHIRTS JACKETS OTHER

PANTS PANTS
Wrangler Riggs Wrangler Wrangler Shorts
Vintage
Wrangler Wrangler Riggs Wrangler
Cowboy Cut Ranger Denim

Wrangler
Rugged
2) BRAND PERFORMANCE
Service effectiveness: Service should be more effective. This can be
done by providing formal training to sales personnel.
Service empathy: The sales personnel should understand the customer
perceptions once they enter into the store.

Level of Satisfaction (Brand)

3) Brand Imagery:
a) User profile:

b) Income distribution
c) Purchase or usage
situation
c) Personality and values:
4) Brand feelings
Satisfaction Level Satisfaction Level
(Purchase) (Brand)

Consumer feelings
5) Brand resonance:
It describes the nature of relationship and the extent to which wrangler
customers feel that they are “in sync” with the brand.
6) Brand Judgments

Judgment dimensions
Low segment
1)BRAND SALIENCE

a)Brand name: Flying machine

b)This brand name is easy to remember because of its

unique logo and brand ambassador Abhishek Bacchan.

c) LOGO:
d) Product category

Flying Machine basically deals in

• 1. Denims for both men and women
• 2. T shirts and sweat shirts.
• 3. Casual shirts
• 4. Ladies top
• 5. Jackets
• 6. Accessories like eyewear, bags, belts.

More than 300 new options are expected be launched this

season, ranging from a large collection of shirts, knits, jackets,
winter wear and cool accessories
e)Awareness of brand ambassador
2) Brand performance

Level of Satisfaction
3) BRAND IMAGERY

a)User profile
• Age distribution:

Age
b) Income Groups
 
c) Purchase or usage situation:
d) Association with brand

Association with Brand

3)Brand resonance
a) Brand loyalty
b)Brand attachment
4) BRAND FEELINGS

A)Purchase satisfaction
B)Satisfaction with brand
5)Brand Judgments
 BRAND COMPARISON
Point of Levis Tommy Flying Wrangler
disinction hilfiger machine

Class / lifestyle Premium Mid segment Low segment

segment

Product line Denims, Denims, Denims, t- Denim pants,non

Shirts, t- Shirts, T- shirts, sweat denim
shirts, jackets, shirts, tops, shirts, tops pants,shirts,jacket
accessories accessories and s and others.
accessories.

Age group 23- 29- 17-22 yrs/37% 23-28yrs/40%

28yrs/38% 34yrs/38%

awareness maximum maximum Moderate Moderate

Promotion via Celebrity Print Celebrity Celebrity

endorsement, media, endorsement, endorsement,
Print Media, membershi event sponsors print media
cards p cards
Point of Levis Tommy Flying Wrangler
distinction Machine

Association Self
Selfesteem
respect Social Excitement Fun
approval, Self
respect
Brand Imagery Young and Young and eliteYoung Casual and
casual Trendy
Satisfaction 58% 34% 56% 66%
level
Brand feeling Half of the Maximum are Majority Majority
population is very satisfied satisfied satisfied
satisfied
Conclusion

• The study has helped us to understand the consumers and

consumer based equity, who are brand specific and those who are
not and attitudes of respondents towards Jeans.
• This study shows us that only 45% of respondents are brand
specific, more then 50% of market consists of frequent brand
shifters
• Quality, Price, consumer responsiveness, creativity,
advertisements, distribution channels, sales promotions etc are
having there own impact on attracting consumers towards brands,
so it is very important to the marketer to consider all these factors
before introducing the product in to the market
• With this study it is known that nearly majority of
consumers prefer quality of the product followed
by Price, comfort, brand image, look, fabric etc
• This tells us that every consumer will have his own
expectations in the products so to became a
success full brand in the competitive market the
product should balance with all these factors
SUGGESTIONS & RECOMMENDATIONS

 The quality of the product should be enhanced, which

can give better comfort to the consumer; it may help in
retaining existing consumer and might attract new
consumers to the products of the brands like Wrangler
and Flying Machine.
 Normally the prices of premium and lifestyle brands are
high, because of this reason they may loose economically
middle class and lower class consumers. To over come
this problem these brands have to introduce products
with low prices.
 It is required to update the trend and be creative with
innovative styles for Flying Machine and Wrangler.
 Some of these brands are not easily available at all the
places required by consumers so it may be required to
increase the outlets as in case of Flying Machine.
 Advertisements of the brand may be increased with added
information like price, availability, ranges, promotions,
celebrity endorsement etc for Tommy Hilfiger brand.
 Sales promotions of the products of the brands should be
increased to attract new consumers.
BIBLIOGRAPHY
• Inside Fashion Vol. 5 No. 10
• Link//www brandweek com/bw/content display/news and feature
• http://media Canada.com /articles/mic/20080722/levisstraus
• http://marketing practice.blogspot.com/2006/10
• Super Brands/ VOL 1 /by:Aditi Chatterjee and Vijay
Srinivas//copyright 2004//pg no. 118-119
• Reports at college library.
• Textbook, Principals of marketing By Philip Kotler.