Based on the methodology
followed for the survey on India’s 100 most valuable brands, ICMR conducted a similar survey for the section on alcohol and cigarettes. The initial phase of the survey had 72 brands of alcohol and 24 brands of cigarettes. The parameters of brand awareness and recall were taken as the main parameters to short-list the number of brands to 25 brands of alcohol and 13 brands of cigarettes. These short-listed brands were then rated by consumers (non-smokers and non-alcoholics did not form a part of the survey) on a scale of 1-5 (where 1 is low and 5 is high) for the parameters of brand awareness, brand image/perception and brand loyalty.
The survey
was conducted in 5 cities (Delhi, Mumbai, Chennai, Kolkata & Bangalore) amongst 3000 respondents unlike other categories wherein the research was conducted in 9 cities. The survey revealed that Wills Classic, Wills Navy Cut and Gold Flake topped the consumer rating in almost all parameters with ITC very easily taking away 4 positions amongst the top 5.
The survey for the alcoholic beverages category was conducted on 25 brands that were based on the same parameters. The alcoholic beverages were categorised into regular and premium segments based on the pricing (Delhi prices) of a 750 ml bottle.
followed for the survey on India’s 100 most valuable brands, ICMR conducted a similar survey for the section on alcohol and cigarettes. The initial phase of the survey had 72 brands of alcohol and 24 brands of cigarettes. The parameters of brand awareness and recall were taken as the main parameters to short-list the number of brands to 25 brands of alcohol and 13 brands of cigarettes. These short-listed brands were then rated by consumers (non-smokers and non-alcoholics did not form a part of the survey) on a scale of 1-5 (where 1 is low and 5 is high) for the parameters of brand awareness, brand image/perception and brand loyalty.The survey
was conducted in 5 cities (Delhi, Mumbai, Chennai, Kolkata & Bangalore) amongst 3000 respondents unlike other categories wherein the research was conducted in 9 cities. The survey revealed that Wills Classic, Wills Navy Cut and Gold Flake topped the consumer rating in almost all parameters with ITC very easily taking away 4 positions amongst the top 5.The survey for the alcoholic beverages category was conducted on 25 brands that were based on the same parameters. The alcoholic beverages were categorised into regular and premium segments based on the pricing (Delhi prices) of a 750 ml bottle.
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Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
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