Репозиционирование бренда на рынке. (реферат-краткое содержание дипломной работы)

31,2% a to 20 000 rub earn, 25,5% to 10 000 rub, and 22,7% to 30 000 rub It is in this context possible confidently to say that the presence of different brands is special topically.

On a question, to specify a favorite brand, buyers chosen a trade mark majority «Extra»

Table 2.

3. A parity of a choice of a brand

brand Frequency Percent Valid percent Cumulative percent Valid extra 96 68,1 68,1 68,1 wannafunk? 7 5,0 5,0 73,0 violet 19 13,5 13,5 86,5 wake up 13 9,2 9,2 95,7 eat my shirts 6 4,3 4,3 100,0 Total 141 100,0 100,0

Pic. 2.

3. Preference of brand

Information on a question about the change of quality confirm circumstance that in most buyers do not notice changes as clothes.

Table 2.

4. Quality of production

changes Frequency Percent Valid

percent Cumulative percent Valid Quality has improved 50 35,5 35,5 35,5 Quality was not changed 88 62,4 62,4 97,9 Quality became worse 3 2,1 2,1 100,0 Total 141 100,0 100,0

Pic. 2.

4. Quality monitoring

However pleases that the fact, despite the fact that what 62,4% have told that quality was not changed, only 2% have told that quality became worse. And it means, LLC «Extra» production is perceived as a qualitative product.

qualityExtra N Middle Stnd. deviation Stnd. Error 95% a confidential interval for an average min max Low bound High bound Extra 141 3,8865 1,47 402, 12 414 3,6411 4,1319, 00 5,00 Wanna funk? 141 2,5461 1,94 376, 16 369 2,2225 2,8697, 00 5,00 Violet 141 2,7660 1,98 076, 16 681 2,4362 3,0957, 00 5,00 Wake up 141 2,5106 2,577, 16 892 2,1767 2,8446, 00 5,00 Eat my Shirts 141 2,1702 2,4 226, 17 199 1,8302 2,5102, 00 5,00 Итого 705 2,7759 1,98 452, 7 474 2,6291 2,9226, 00 5,00 Table 2.

5. Descriptive statisticians

Analyzing the data about quality estimations, we will apply the one-factorial dispersive analysis.

Table 2.

6. Analysis of variance

qualityExtra Sum of squares stnd Middle square F value Between groups 243,030 4 60,757 16,813, 000 Into groups 2529,560 700 3,614 Total 2772,590 704

Pic. 2.

5. Quality monitoring of brand

Information of chart tell us that the estimation of quality for different brands is substantially varied. A leader in quality in opinion of the polled buyers is TM Extra, with a maximal mean value 4,13, and by an outsider TM Eat My shirts with a maximal mean value 2,51.

The following step, is the analysis preference of the consumer. We will analyse the data as with use of the one-factorial dispersive analysis.

Table 2.

7. Descriptive statisticians

choise N Middle Stnd. deviation Stnd. Error 95% a confidential interval for an average min max Low bound High bound Quality 141 2,0567, 85 166, 7 172 1,9149 2,1985, 00 3,00 Design 141 2,3830, 78 975, 6 651 2,2515 2,5145, 00 3,00 Possibility 141 1,0496, 80 468, 6 777, 9157 1,1836, 00 3,00 Brand 141, 5390, 91 431, 7 700, 3868, 6912, 00 3,00 Total 564 1,5071 1,12 217, 4 725 1,4143 1,5999, 00 3,00

Pic. 2.

6. Predominating factors

The maximum point with significance 2,51 on the top border designates — design, more low with a small separation a point with significance 2,19 designating — quality, after essential more low, at level 1,18 the point designating — possibility of the buyer (financial) is possessed, and the low point designates — a brand which level 0,69. So the priorities have possessed at purchase fulfillment, buyers of LLC «Extra». The given table is very indicative.

The third chapter is «Perfection ways of repositioning brands of LLC «Extra». It is devoted strategy of advancement of brands in the market. It is necessary to pave the way for decision-making on in what method the company will spend репозиционирования brands in the market.

I n the first paragraph of the third chapter «Development of strategy for achievement of the desired position» is considered a current condition, development of brands of the company. T he marketing conclusion on an interrogation result is done. T he basic buyer of LLC «Extra» — the woman or the man at the age from 15 till 25 years, a different educational level from not finished to the maximum, with a different bond yield, as less 10 000 rub and from 40 000 rub.

and more. N ow it is absolutely clear, as for people with high returns and for less ensured buyers, one purpose, is purchase of beautiful, qualitative clothes under the reasonable price. T he inadequate estimation of a degree of quality buyers, says that the buyer has no knowledge of other brands except brand EXTRA. Probably it occurs from for not effective work of sellers of advisers that is indirectly proved, that fact as they have coped with work under the tax of questionnaires, and as from for absence of additional information channels of the informing end user about other brands of the company.

I n the second paragraph of the third chapter «Development of technologies of management brands LLC «Extra» realization possibilities репозиционирования brands in the market are offered. H ow the companies to involve new clients? P eople professionally understanding clothes. I t is obvious that for such people matters not only design and quality, but also value of a brand of a product.

I t is important to probably such buyer to realize the accessory to certain group. F or it value of a brand on the first place will be faster. A nd it is normal, as if the brand is evaluated highly by definition the goods have high characteristics both on quality and on design.

H owever, there are exceptions. I n our case, value of a brand is almost equal to zero, against an appreciation for quality and design. I

t is logical to develop a series of measures on a raising of level of value of brands of LLC «Extra» and to aim them at a focal audience of potential buyers. T he truth to realize such problem, extremely hard, especially in a short space of time. B rands type value decades. S uch measures I require financing and unfortunately often do not guarantee desirable result.

I n the case of LLC «Extra», I consider it is necessary above all things to estimate knowledges of salespeople of consultants and conduct teaching on brands. T o develop additional motivational measures for the salespeople of consultants. I

consider, to revise the assortment of the produced products a necessity and conduct rotary presses, start new products. I t is necessary regularly to conduct imaginary measures in the places of accumulation of having a special purpose audience. The complex of these measures is able to promote the level of value of brand, that farther more will play a positive role in bringing in of new segment of buyers and possibly new segment of market.

In the third paragraph of the third chapter «Development of strategic marketing plan, prognosis of marketings and economic researches of LLC «Extra» offered an author and grounded strategic plan of repositioning for development of company LLC «Extra», account is made and is shown that the correct marketing strategy on repositioning brands will allow to pay back the enclosed investments earlier, than for 5 years.

Traut Jack, Ries El. «Positioning: The Battle for Your Mind» — S. Pb, 2006 — p. 137

Brands EXTRA

VIOLET

EAT MY SHIRTS

EXTRA

WAKE UP

WANNAFUNK?