MASTER PROGRAM OF INTERNATIONAL MARKETING A study of brand image of ANTA Company in China’s sportswear market Course Code: EF0705 Tutor: Tobias Eltebrandt Group: Bingchao Zhu 840501 Songxue Jiang 840506 Date: June 12, 2008 A CASE STUDY OF BRAND IMAGE OF ANTA COMPANY Abstract Date: June 11, 2008 Course: Master Thesis (International Marketing) Course Code: EF0705 Authors: Bingchao Zhu 840501-P613 [email protected] Songxue Jiang 840506-P386 [email protected] Tutor: Tobias Eltebrandt Title: A study of brand image of ANTA Company in China’s sportswear market Problem statement: What are the mismatches between ANTA Company’s wanted brand image and the perceived brand image by the target consumer group? Purpose: The aim of this study is to find out the mismatches between ANTA Company’s wanted brand image and consumer’s perception about ANTA’s brand image in China’s sportswear market in order to suggest how ANTN Company should deal with those mismatches. Methodology: The method of this case study is mainly based on the primary and secondary information. The primary information mainly comes from the interview with the manager and questionnaires from the respondents. The books, articles and internet are used as the secondary information. Conceptual Framework: The theoretical framework includes three aspects which consist of marketing mix, brand image and attitude. Conclusion: The conclusion arises from the analysis and research based on the methods, theoretical framework, finding. And there are 5 mismatches which ANTA Company need to deal with. In order to deal with the mismatches, it is very necessary A CASE STUDY OF BRAND IMAGE OF ANTA COMPANY for ANTA to adjust the current marketing strategy and analyze systematically the mismatches for improving the brand image. A CASE STUDY OF BRAND IMAGE OF ANTA COMPANY TABLE OF CONTENT 1.INTRODUCTION ..................................................................................................................................................1 1.1BACKGROUND ..................................................................................................................................................1 1.1.1 BRAND IMAGE ..............................................................................................................................................1 1.1.2 ANTA COMPANY............................................................................................................................................1 1.1.3 ANTA WANTED BRAND IMAGE..................................................................................................................2 1.2PROBLEM STATEMENT....................................................................................................................................2 1.3 PURPOSE............................................................................................................................................................3 1.4 TARGET GROUPS .............................................................................................................................................3 2. METHODOLOGY ................................................................................................................................................4 2.1 TOPIC SELECTION AND COMPANY SELECTION .......................................................................................4 2.2 THEORY SELECTION .......................................................................................................................................4 2.2.1 MARKETING MIX..........................................................................................................................................4 2.2.2 BRAND IMAGE ..............................................................................................................................................5 2.2.3 ATTITUDE .......................................................................................................................................................6 2.2.4 THE INTERACTION OF THREE THEORIES ...............................................................................................6 2.3 INFORMATION COLLECTION ........................................................................................................................6 2.3.1 ATTITUDE MEASUREMENT ........................................................................................................................7 2.3.1.1 NOMINAL SCALING APPROACH.............................................................................................................7 2.3.1.2 LIKERT SCALING APPROACH..................................................................................................................7 2.3.1.3 SEMANTIC DIFFERENTIAL SCALE.........................................................................................................7 2.3.2 PRIMARY INFORMATION ............................................................................................................................8 2.3.2.1 INTERVIEW..................................................................................................................................................9 2.3.2.2 QUESTIONNAIRE ..................................................................................................................................... 11 2.3.3 SECONDARY INFORMATION ....................................................................................................................13 2.4 LIMITATION.....................................................................................................................................................14 3. THEORITICAL FRAMEWORK.........................................................................................................................15 3.1 MARKETING MIX...........................................................................................................................................15 3.1.1 PRODUCT......................................................................................................................................................15 3.1.2 PRICE.............................................................................................................................................................15 3.1.3 PLACE............................................................................................................................................................15 3.1.4 PROMOTION.................................................................................................................................................16 A CASE STUDY OF BRAND IMAGE OF ANTA COMPANY 3.2 BRAND IMAGE ...............................................................................................................................................16 3.2.1 TYPE OF BRAND ASSOCIATIONS.............................................................................................................17 3.2.1.1 ATTRIBUTES..............................................................................................................................................17 3.2.1.1.1 PRODUCT-RELATED ATTRIBUTES.....................................................................................................18 3.2.1.1.2 NON-PRODUCT-RELATED ATTRIBUTES...........................................................................................18 3.2.1.2 BENEFITS...................................................................................................................................................19 3.3 ATTITUDE ........................................................................................................................................................20 3.3.1 CONCEPT OF ATTITUDE ............................................................................................................................20 3.3.2 ATTITUDE MEASUREMENT THEORY......................................................................................................21 3.3.2.1 NOMINAL SCALING APPROACH...........................................................................................................21 3.3.2.2 LIKERT SCALING APPROACH................................................................................................................21 3.3.2.3 SEMANTIC DIFFERENTIAL SCALE.......................................................................................................22 4.FINDING..............................................................................................................................................................23 4.1 MARKETING MIX...........................................................................................................................................23 4.1.1 PRODUCT......................................................................................................................................................23 4.1.2 PRICE.............................................................................................................................................................24 4.1.3 PLACE............................................................................................................................................................24 4.1.4PROMOTION..................................................................................................................................................25 4.2BRAND IMAGE ................................................................................................................................................26