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OUTLINE FOR THESIS

PGDM SEMESTER-IV
SESSION: 2014-2016

Areas of Specialization

Marketing and Human Resource

TITLE : THE IMPACT OF REBRANDING ON CONSUMER


PERCEPTION TOWARDS CONSUMER DURABLE GOODS

( WITH

REFERENCE TO VIDEOCON)

PROBLEM STATEMENT :Consumer perception theory is any attempt to understand how a consumers
perception of a product or service influence or service their behavior. The study of
consumer perception helps to understand why consumers make decisions they do,
and how to influence these decisions.
Rebranding is the creation of name, term , symbol, design, or a combination of
them for an established brand with the intention of developing a differentiated
(new) position in the mind of stakeholders and competitors.

REVIEW OF LITERATURE:

Kaikati and Kaikati [17] has highlighted six

strategic options for implementing a rebranding campaign. Marketers can select


one of the following six strategic options or a combination:
Phase-in/phase-out strategy;
Combined branding strategy via one umbrella brand;
Translucent warning strategy;
Sudden eradication strategy;
Counter-takeover strategy;

Duncan [20] also has highlighted that there are many reasons to rebrand. The need
for rebranding must first be determined and should be based on the premise that
something has changed in the business mix that dictates a need for evolving the
brand.
To keep up with the times and keep pace with changing consumer needs (e.g.
services, accessibility, convenience, choice, fashion and technology).
Because a brand has become old-fashioned and is in danger of stagnation or is
already in a state of erosion.
Due to fierce competition or a fast-changing environment.
As a means of blocking or outmaneuvering competitors, or a way of handling
increased price competitiveness.

SPECIFIC OBJECTIVES:1. To study of perception of consumers towards Videocon as brand after


rebranding.
2. To determine the impact of repositioning done by Videocon in the recent
years.

RESEARCH METHODOLOGY:
1. Primary Data :- Data will be collected through questionnaires. Interviews
will be held with retailors , buyers of Videocon and other brands as well.
2. Secondary Data:- Data will be collected from journals and magazines,
reports of Videocon and consumer electronics and appliances manufactures
association ( CEAMA ), websites and web portals.

CONTENT OF THESIS:

1. Title Page
2. Outline-Approved by the Executive President (Original)
3. Undertaking
4. Acknowledgements
5. Contents
6. Synopsis
7. Introduction
8. Methodology
9. Main analysis/report
10. Observations & Findings
11. Conclusions & Recommendations
12. Limitations of the Study
13. Appendices
14. Bibliography

RECOMMENDATION FOR APPROVAL

PROJECT OUTLINE
SUBMITTED BY:

Guides Signature : ______________________

Name : Akash Saini

Guides Name:-

Roll No.: 014-II-205


Course : PGDM
Session: 2014-16

OUTLINE APPROVED BY:


Dr. Gaganjit Singh
Executive President

RESEARCH DIVISION:
Mrs. Nisha Anand

INSTITUTE OF MARKETING & MANAGEMENT


Professor
B-11, Qutab Institutional Area
New Delhi 110 016