How an Indian Conglomerate increased its brand awareness & improved customers’ perception of the brand through an industry wide survey
Background and Challenge
Client’s Background:
- The client is a prominent Indian conglomerate operating in various industries. Their primary divisions are industrial and automotive battery manufacturing and electronic product manufacturing.
- Apart from these divisions, the Group also has presence in other sectors like infrastructure, renewable energy, and food processing. They have subsidiaries and joint ventures that operate in these areas.
Challenges Faced by Client:
- Barriers in assessing the Overall Market: The Client, a prominent Indian conglomerate, was keen on enhancing its brand awareness among the Indian working population. Their objective was to assess their brand's perception in comparison to other competitor conglomerates. Understanding the significance of expert guidance in improving the perception of the brand among the Indian population, they decided to partner with Ken Research and Strategy Advisory to achieve their goals.
- Require an advisory on effective ways to improve the brand positioning: In addition, the client had a specific interest in identifying the most effective channels for increasing brand awareness and perception among specific target groups.
Brand Awareness and Perception Survey at Glance:
- Ken Research conducted a comprehensive survey involving over 1,800 working professionals to gauge their level of awareness and perception regarding the conglomerate.
- By reaching out to this sizable sample, the research team aimed to obtain valuable insights into how the target audience perceived the client's brand and their level of awareness about it.
Approach and Recommendations
Phase 1: Provided the study on the client’s journey
- Ken collaborated closely with the client to gain a comprehensive understanding of what they want to achieve from this survey.
- In-depth and detailed discussions were carried out with the top decision-making authorities.
- By conducting a meticulous analysis of the survey data, Ken Research gained valuable insights into the strategies employed by other conglomerates to enhance brand awareness and perception.
- Ken Research assessed the areas where these competitors outperformed the client, identified the specific approaches that led to their success, and determined actionable recommendations for the client.
Phase 2: Key Analysis of the Survey Results
- Comprehensive analysis allowed Ken Research to provide a clear understanding of what other conglomerates were doing better, how they were achieving it, and actionable insights on what the client could do to improve their own brand awareness and perception.
- Ken Research analyzed aspects such as consistent messaging, targeted marketing campaigns, effective use of digital platforms, and leveraging customer feedback to continuously improve their brand image.
- Ken Research not only revealed what other conglomerates were doing better in terms of brand awareness and perception but also provided the client with practical insights and recommendations to improve their own standing in the market.
Phase 3: Quality Recommendations and advisory for the client
- Ken Research offered strategic guidance on refining their marketing and communication strategies, identifying the most suitable channels to reach their target groups, and creating compelling brand narratives that resonate with their audience.
- Furthermore, Ken Research highlighted the importance of enhancing customer experiences and engagement to bolster the brand perception. They emphasized the need for personalized interactions, superior service delivery, and establishing a strong emotional connection with the target audience.
- Ken Research has achieved success by formulating a comprehensive strategy based on a thorough understanding of the survey respondents' perceptions of the client.
Result and Conclusion
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Constructive Market Assessment
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The competition-specific brand awareness assessment conducted by Ken Research will provide the Client with valuable insights and data to significantly enhance their strategic planning.
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Understanding of Perception of Target Audience
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Ken Research's analysis will provide the client with a deeper understanding of their target audience's perceptions, preferences, and needs. This knowledge will enable the client to tailor their marketing and communication strategies to better resonate with their audience.
Recommendations on Increasing Awareness and Perception
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Ken Research was able to deliver the survey data analysis into actionable recommendations that would help the client improve their overall brand perception and gain a competitive edge in the market.
Business Impact
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Increased Brand Awareness and improved customers’ perception​