TONY - Dissertation - Research Paper

8/2/2019 TONY - Dissertation - Research Paper

1/19

DISSERTATION

On

A COMPARATIVE STUDY OF MARKETING MIX AT BARISTA

COFFEE (LAVAZZA) WITH CAF COFFEE DAY AND COSTACOFFEE

ByTony Jose

A0101910016MBA Class of 2012

Under the Supervision ofDr. Sumeet Singh Jasial

Asst. ProfessorDepartment of Decision Sciences & Operations Management

In Partial Fulfilment of Award of Master of Business Administration

AMITY BUSINESSSCHOOLAMITY UNIVERSITY UTTAR PRADESH

AMITY BUSINESS SCHOOL


2/19

EXECUTIVE SUMMARY:

This research aims at establishing an understanding of the marketing strategies (pertaining to

marketing mix) of Barista Coffee in India. A comparison with other coffeehouse companies

like Costa Coffee and CCD has been conducted in order to highlight the different strategies

used by these companies, to survive in the market and build a greater customer base. It also

assists in finding out the consumer perception & preference towards these brands. In order to

find out the marketing mix of the mentioned coffee brands, data from the internet has been

gathered in addition to discussions held with store managers of these 3 coffee brands.

Also the primary data has been collected by drafting and distributing a consumer perception

and preference questionnaire which aims at finding out the driving forces behind their opting

for products from a particular coffee house. Different stores of the 3 coffee brands were visited

in various parts of Delhi NCR region like Connaught Place, Karol Bagh, Noida, and Rajouri

Garden etc. 10 respondents from each outlet have been interviewed in order to find out their

perception of the coffee brands.

The responses of 350 customers of these coffee shops have been taken into account in order to

study their perception towards the 3 coffee brands. For the study, the sampling procedure

followed is Convenience Sampling population is selected because the population is readily

available and convenient.

Objectives:

To understand how the elements of marketing mix and their relationship affect the

brand reputation of Barista Coffee.

To study the marketing mix of Barista Coffee with respect to its major competitors in

the Indian market.

To find out the consumer perception regarding Barista Coffee, Caf Coffee Day and

Costa Coffee.

Purpose of the Study:

This research will be helpful in understanding the marketing strategies (pertaining to marketing

mix) of Barista Coffee in India. A comparison with other coffeehouse companies like Costa

Coffee and CCD will help highlight the different strategies used by these companies, to survive

in the market and build a greater customer base. It will also help in finding out the consumer

perception & preference towards these brands.


3/19

Methodology

The responses of 350 customers of have been taken into account in order to study their

perception towards the 3 coffee brands namely Barista Coffee, Caf Coffee Day and Costa

Coffee. The population of the survey are the customers of these 3 coffee brands in Delhi

NCR region. The data will be collected from the customers by conducting surveys and

interviews with the help of a questionnaire which will give an insight into the perception of the

consumers towards the 3 brands that have been selected for the research, and the factors that

drive their preference towards a particular coffee brand. For the study, the sampling procedure

followed is Convenience Sampling population is selected because the population is readily

available and convenient. Tools used- MS Excel, MS Word, and SPSS. Survey Area: Karol

Bagh, Rajouri Garden, Connaught Place & Noida Sec. 18 Market

Significance of the Study:

The reason of conducting this research is to study the marketing strategies adopted by Barista,

CCD and Costa Coffee with respect to marketing mix. This research will be helpful in

understanding why consumers have started preferring these coffee chains. Since Barista is one

of the largest and fastest growing chains of coffee cafes in India; its marketing strategies and

the reason for its success are studied in this research. Its competitors Caf Coffee Day and

Costa Coffee are also compared with it. The research will help Barista coffee company and the

other coffee parlours to understand the customers needs and preferences so they can devise

their marketing strategies accordingly and adopt the most effective marketing mix to attract

more customers.

Limitations:

Though the research contains reliable results but it still suffers from a few limitations. Firstly,

the research was carried in a limited time period (2 months) which was due to a time constraint

owing to academic commitments. Secondly, the sample size taken is restricted to Delhi NCR

region since it was not possible to acquire data from other states due to proximity issues.

Finally, there was also lack of co-operation on behalf of some customers of the coffee brands

while filling up the questionnaire, which resulted in answers or opinions given out of haste and

frustration, which were hence not included in the research.


4/19

Introduction:

Coffee Industry in India

The beverage industry in India has gained importance in the last few years. The beverage retail has

become a fashionable concept today. A significant change in this industry in particular has been the

growth of coffee industry. India had been traditionally tea drinking country for ages. Recently, a new

mode of distribution for coffee has emerged in form of coffee chains. The coffee consumption by

Indians has increased in the last 4 to 5 years. The coffee demand was 169 MT in 1990-91 has

increased to 306 MT in 2003-04 and is further estimated to increase to 405 MT in 2009-10.

Traditionally coffee in India was restricted to the south and that too, predominantly in peoples home.

The main reason responsible for this proliferation of cafes is the increased spending power among the

youths apart from other reasons.

By the turn of the 20th century, the face of the Indian retailing industry had changed

significantly. Earlier this was largely dominated by unorganized sector but the entry of

organized sectors bought significant changes in this industry. The coffee drinking revolution

has had its biggest boost due to opening of thousands of coffee parlours like Barista, Caf

Coffee Day, and Costa Coffee among others in the country. These bought prominent changes in

the eating habits of Indian consumers.

In India, People go to the coffee parlours to just sit over a cup of well-brewed coffee, chill out

and chat for hours at length with friends or simply to be with oneself in such a relaxed

atmosphere. Even working people meet to discuss work in the peaceful environment. These

chains offer a wide variety of things. These coffee chains offer the "total experience" which

consists of right coffee, food and ambience with Wi-Fis and jukeboxes for customers.


5/19

Review of Literature

In this paper(Bowen Jr. John J., 2000), the author highlights the importance of the 4Ps of

marketing and their impact on creating an environment which is conducive for sales in any

organisation in the finance industry.

In the paper(Jagmohan.S, Raju, V.Srinivasan and Rajiv Lal, 2000) the role played by brand

loyalty in determining optimal price promotional strategies used by firms in a competitive

setting is analyzed.

According to the paper (Christie Koontz, 2004), the 4 P's for Optimal Customer-Based

Marketing have been tweaked for desired results.

In the paper (Christian Grnroos, 2004), the nature and consequences of the dominating

marketing paradigm of today, marketing mix management of the managerial school and how

evolving trends in business and modern research info, for example, industrial marketing,

services marketing and customer relationship economics, demand a relationship-oriented

approach to marketing have been broadly discussed by the authors.

According to the paper(Edo Rajh, 2005), the structural model of the effects of marketing mix

elements on brand equity is defined in line with the existing theoretical findings.

In the paper (Ekrem Cengiz, Hilmi Erdogan Yayla, 2007), the relationship between

marketing mix and word of mouth communication has been examined. These variables are

increasingly recognized as being sources of competitive advantage

According to the paper(Ankit Gupta, Vidya Bhat, 2007), the existing marketing mix of iPod

has been studied where the Product, Promotion and the Price have been analysed.

According to the paper(R.B. Mason, 2007), the proposition regarding the choice of marketingtactics is determined, or at least significantly influenced, by the nature of the companys

external environment has been put forth.

According to the paper(Syed Ehtesham Ali, 2008), the marketing mix and their relationship

affecting the brand reputation of NOKIA has been focused upon. The reasons for preference of

NOKIA based on established parameters of marketing mix (the 4 Ps) have been researched

upon.


6/19

Comparison of Marketing Mix Strategies

Coffee

Shop

Product Price Place Promotion People Process Physical

Evidence

Barista Appealingprimarily to

traditional

coffee lovers.

Food items :

croissant,

pastas, and

sandwiches -

project a

very classicimage of

Barista;

Coffee

beans, coffee

machines,

etc.

Price

Skimming

Policy

The prices

are

constantly

changing

g; main

factors thataffect their

pricing are

their cost of

goods sold.

High Street/

Family

Entertainme

nt Centers.

In and

around

Cinema,

Colleges,

Malls, and

Offices

Appeals to

coffee

lovers of all

ages.

Press, TV

and Radio

Medias

Do not rely

heavily on

advertisin

g, but rely

more on

sponsorshi

ps andstrategic

alliances

with other

corporatio

ns.

Sales

promotion

activities

trained

to be

Pleasan

t, Polite

and

Positive

uniform:

in sober

shades

ofbrown

The

order

and

delivery

process

at

Barista

is based

on self-

service

caf

interiors -

project a

warm,

earth

glow,

synonym

ous with

coffee

furniture

-

made of

light

shades of

wood

comforta

ble sofas

Cafe Coffee

Day

appeal to

Indian coffee

and snack

lovers

capture

Indian taste

along with

classic coffee

samosas,

biryani, tikka

sandwich,

masala

sandwich,

etc.

derive a

policy to

satisfy all its

customers

price for a

cup of coffee

Rs.25 to

Rs.75.

Malls,

Cinemas,

Colleges,

Offices, etc

Through

television;

Ticket

sales;

Tie-ups

Peopl

e are

hired

for

what

they

know

but

fired

for

how

they

behave

.

Motivati

based

on self-

service

flexible

delivery

process

used

bright

red and

green

colors in

its logo

The font

used forCaf is

called

SLURRY

Change

from the

largely

wood and

granite

based

interiors,


7/19

on and

persona

l skills

are laid

strong

emphas

is upon.

maintai

n high

standar

ds of

quality

in their

performance

and

behavio

ur

there is

more of

steel and

lots more

colour

now.

young

colours of

today,

lime

green,

yellow,

orange,

and

purple

Costa

Coffee

Coffee

products

include -

Espresso,

Espresso

Americano,

Macchiato,

Cappuccino,

Caf Latte,

and

Chococinno

& Irish

Coffee.

Variety of

snacks like

grilled

sandwiches,

pastries,

patties,

tiramisu,brownies etc.

The pricing

strategy

adopted is

premium

pricing

The target :

people with

high

spending

capacity

Eg. A cup of

cappuccinocosts Rs.65-

80

selection of

the cities :

Sizeablepopulation

of

executives,

students

High

disposable

income

High level

or

organized

retail

activity

Rapid socio-

economic

developmen

t

Most of

the

awareness

through

word of

mouth

Reputation

plays a

very vital

role.

During

launch ofany new

product,

costa

serves

free

samples to

customer

with other

products.

Given

compet

ent

training

in

addressi

ng the

demand

s of

their

custom

ers.

Dressedsmartly

(in red

and

black)

and are

well

groome

d.

Committed to

Self

service.

Decent

look by

using

wood and

glass

based

interiors

of colors

brown,

chocolate

, and red.

Lighting:

not verybright;

creates a

soothing

environm

ent.

Music

system

[playing

pop and

currentmusic],


8/19

providin

g top

quality

services

.

wifi

connectiv

ity, and

LCD TV

display.

Marketing Mix Leading to Brand Reputation of Barista:

The various elements of marketing mix namely product, price, place, promotion, physical

evidence, people and process have led to the building of the Barista brand over the past few

years.

Barista has positioned itself as a brand for everyone who loves coffee. Their products, services

and outlets are more like the traditional European cafs, where people would meet for the love

of coffee, and for an intellectually appealing time. They position their outlets as a place where

the world meets, and they look to appeal to anyone in the 14- 60 age group that loves good

coffee and looks for a nice quiet time.

By offering a variety of products at reasonable prices, the company has managed to rope in

more customers over the years. Also having located itself in prime areas like cinemas, malls

where the footfall is high, theyve managed to catch the eye of the people around. By adopting

effective promotional strategies, their sales have gone up by more than 60% which has resulted

in greater awareness about the brand.

The staff, physical evidence and simplification of processes creates a strong recall value in the

mind of the customers which drives them to visit again in the future, which increases the

popularity as well as the profitability of the company.

Data Analysis

Reliability Test:

Case Processing Summary

N %

Cases Valid 351 99.4

Excluded 2 .6

Total 353 100.0

a. Listwise deletion based on all variables in the procedure.


9/19

Cronbach`s alpha above 0.60 shows that the data of 350 respondents is reliable to

draw inference out of it.

The respondents were asked about the factor which they felt was most important from their

point of view while deciding upon a specific coffee shop. Majority of the respondents i.e. 168

respondents stated the taste of products played a vital role while 90 respondents felt that

ambience was an important factor.

This is because people visit coffee shops to have a well prepared cup of coffee and unwind

after a tiring day of work or college. So, it is important that the products offered by the coffee

brands are tasty and also the ambience should be soothing. Thus, this signifies that customers

visit coffee shops after considering certain factors which help in moulding their decision to

visit the coffee shop, in this case, taste of product and ambience.


10/19

1. Ambience

rate the ambience (colour and lighting) of barista * rate the ambience (colour and lighting) of CCD

Crosstabulation

Count

rate the ambience (colour and lighting) of CCD

Totalaverage good very good excellent

rate the ambience (colour and

lighting) of barista

average 16 15 11 0 42

Good 26 33 81 18 158

very good 0 24 51 32 107

Excellent 5 9 13 17 44

Total 47 81 156 67 351

rate the ambience (colour and lighting) of barista * rate the ambience (colour and lighting) of costa coffee

Crosstabulation

Count

rate the ambience (colour and lighting) of costa coffee


rate the ambience (colour

and lighting) of barista

average 0 42 0 0 42

good 32 78 31 17 158

very good 17 39 42 9 107

excellent 5 21 14 4 44

Total 54 180 87 30 351

The ambience of barista has been compared with that of cafe coffee day and

costa coffee across 5 parameters namely: poor, average, good, very good &

excellent.

From the above data we can observe that barista when compared with cafe coffee

day has lesser respondents giving it a favourable rating (very good + excellent)

151 as compared to cafe coffee day 223 respondents.

When barista was compared with costa coffee, it was however noted that it has a

higher favourable rating i.e. 151 as compared to 117 of costa coffee. This signifies

that respondents preferences is more favourable towards CCD due to better


11/19

colour and lighting, comfort and feel facilities which are major attributes of

ambience.

2. Overall Service

The overall service of barista has been compared with that of cafe coffee day

and costa coffee across 5 parameters namely: unsatisfactory, ordinary,

satisfactory, exceeds expectations and highly satisfactory.


day has lesser respondents giving it a favourable rating (exceeds expectations +

highly satisfactory) 169 as compared to cafe coffee day 222 respondents.

rate the overall service (coffee) of barista * rate the overall service (coffee) of CCD Crosstabulation

Count

rate the overall service (coffee) of CCD

Totalordinary satisfactory

exceeds

expectations

highly

satisfactory

rate the overall service

(coffee) of barista

Ordinary 11 8 3 0 22

Satisfactory 21 42 69 28 160

exceeds expectations 12 23 82 27 144

highly satisfactory 0 12 9 4 25

Total 44 85 163 59 351

rate the overall service (coffee) of barista * rate the overall service (coffee) of costa coffee Crosstabulation

Count

rate the overall service (coffee) of costa coffee

Total

unsatisfactor

y ordinary satisfactory

exceeds

expectations

highly

satisfactory

rate the overall service

(coffee) of barista

Ordinary 0 21 0 1 0 22

satisfactory 0 24 99 33 4 160

exceeds

expectations

8 5 60 44 27 144

highly satisfactory 0 0 1 21 3 25

Total 8 50 160 99 34 351


12/19



that respondents preferences is more favourable towards CCD due to better

overall service provided which includes timely delivery of orders, food quality,

mannerism of staff, cleanliness etc.

3. Quality of Products

rate the taste and quality of products (coffee) of barista * rate the taste and quality of products (coffee) of

CCD Crosstabulation

Count

rate the taste and quality of products (coffee) of CCD


rate the taste and quality of

products (coffee) of barista

average 5 14 29 13 61

good 3 8 19 19 49

very good 7 37 81 36 161

excellent 5 20 39 16 80

Total 20 79 168 84 351


13/19

rate the taste and quality of products (coffee) of barista * rate the taste and quality of products (coffee) of costa

coffee Crosstabulation

Count

rate the taste and quality of products (coffee) of costa coffee

Totalpoor average good very good excellent

rate the taste and quality of

products (coffee) of barista

average 0 17 28 16 0 61

good 1 12 25 9 2 49

very good 0 41 67 42 11 161

excellent 0 24 27 21 8 80

Total 1 94 147 88 21 351

The taste and quality of products of barista has been compared with that ofcafe coffee day and costa coffee across 5 parameters namely: poor, average,

good, very good & excellent. From the above data we can observe that barista

when compared with cafe coffee day has lesser respondents giving it a favourable

rating (very good + excellent) 241 as compared to cafe coffee day 252

respondents.



that respondents preferences is marginally more favourable towards CCD due to

better tasting and higher quality products like sandwiches, desserts, pasta etc.

which leads to greater satisfaction among customers and eventually better

perception and preference.

4. Value for Money

rate the value for money (coffee) for barista * rate the value for money (coffee) for CCD Crosstabulation

Count

rate the value for money (coffee) for CCD


rate the value for money

(coffee) for barista

average 0 8 20 49 0 77

good 0 10 26 62 10 108

very good 8 0 28 23 94 153

excellent 0 4 0 1 8 13

Total 8 22 74 135 112 351


14/19

rate the value for money (coffee) for barista * rate the value for money (coffee) for costa coffee Crosstabulation

Count

rate the value for money (coffee) for costa coffee


rate the value for money

(coffee) for barista

average 0 41 19 17 0 77

good 3 18 59 23 5 108

very good 0 3 85 49 16 153

excellent 0 0 4 1 8 13

Total 3 62 167 90 29 351

The value for money of barista has been compared with that of cafe coffee dayand costa coffee across 5 parameters namely: poor, average, good, very good &

excellent.


day has lesser respondents giving it a favourable rating (very good + excellent)



higher favourable rating i.e. 166 as compared to 119 of costa coffee.

This signifies that respondents preferences is more favourable towards CCD due

to products and services that back their worth i.e. are providing the customers

with the desired quality level for the price they are being offered.


15/19

The pricing of products of barista has been compared with that of cafe coffee

day and costa coffee across 5 parameters namely: strongly disagree, disagree,neutral, agree & strongly agree.


day has lesser respondents giving it a favourable rating (agree + strongly agree)




that respondents preferences are more favourable towards CCD due to products

1. Pricing

prices of products of barista is reasonable * prices of products of CCD is reasonable Crosstabulation

Count

prices of products of CCD is reasonable

Totaldisagree neutral agree strongly agree

prices of products of barista is

reasonable

strongly disagree 5 5 0 0 10

disagree 4 9 36 0 49

neutral 11 55 91 0 157

agree 0 48 22 43 113

strongly agree 6 13 0 3 22

Total 26 130 149 46 351

prices of products of barista is reasonable * prices of products of costa coffee is reasonable Crosstabulation

Count

prices of products of costa coffee is reasonable

Total

strongly

disagree disagree neutral agree strongly agree

prices of products of

barista is reasonable

strongly disagree 0 0 5 0 5 10

disagree 0 11 22 0 16 49

neutral 7 54 61 35 0 157

agree 0 21 47 40 5 113

strongly agree 0 8 11 0 3 22

Total 7 94 146 75 29 351


16/19

being reasonably priced which makes it easier to afford especially the youth

(school & college).Suggestion & Recommendations

Based on the analysis carried out, certain gap areas have been identified regarding the

perception of consumers towards the coffee brands:

It has been observed that costa coffee and barista fall short in terms of performance

when it comes to the aspect of ambience. Hence, the brands should look into creating an

environment in the coffeehouse which is more appealing to the customers by

incorporating changes to their existing setup; by working upon the lighting, colourcombination or the arrangement of lounges and sofas.

The coffee brands namely barista and costa coffee have to strategise their service plan

in order to provide a more comprehensive overall service to its customers. This should

be done with a view to provide the customers with timely orders, product quality,

mannerisms of staff etc. The brands should strive towards overall satisfaction for their

customers in order to retain them in the long run.

Value for money is something which all customers strongly crave for. Thus, in order to

meet this desire of customers, the company should bring about necessary product

innovations by bringing in more variations for the price they charge from the

customers. Apart from the product quality, the companies should provide a rich

experience which will make the customers want to return to the coffee shop again in the

future.

Despite having branded itself as a premium brand, costa coffee has not garnered

favourable reviews from the respondents when it comes to value for money, service

provided and pricing being reasonable. Due to this fewer people choose to visit costa

coffee as a result of which the customer turnout is low as compared to other coffee

brands like barista and CCD. Thus, costa coffee should either bring its products to the

high standards they have claimed to set for themselves or should venture into cheaper

alternatives or variants which can be afforded by the youth like college going students

since they comprise a significant percentage of coffee shop customers.


17/19

The taste and quality of products offered by barista and costa coffee has come under the

scanner, with several dissatisfied customers voicing their opinions. This needs to be

looked into quickly since coffee is their core service offered to the customers and if this

takes a hit, the whole brand might suffer. Hence, the companies should run frequent

quality checks on their products and replenish their stock on a regular basis, to provide

the customers with fresh tasting coffee and food items.

Conclusion

Based on the research carried out it has been observed that the 3 coffee brands barista,

caf coffee day and costa coffee use various marketing strategies pertaining to

marketing mix in order to position their products better in the market and also to create

a larger pool of customers.

Basically, the above mentioned coffee house brands aim at roping in more customers in

order to gain a favourable edge over the competitors in terms of customer base and

profitability. Through the survey conducted in order to find out the customer

perception and preference towards these 3 brands, it has been observed that caf coffee

day enjoys a more favourable customer perception and preference as compared to

barista and costa coffee.

The reasons identified for this result are that CCD is preferred more in terms of value

for money, taste and quality of products, ambience, delivery of service etc. due to

which the customers feel comfortable at the coffee house, which implies that they are

greatly satisfied with what the company is offering.

This has resulted in a greater number of customers visiting caf coffee day and

consuming their products, thereby, boosting their profitability.

The major gap area which has been identified for barista is the delivery of services

while costa coffee faces the problem of high prices, in which case the products dont


18/19

live up to the expectations of the customers in terms of product quality or the service

provided.

Thus, the shortcomings of the companies leading to lower customer preference has been

analysed and various suggestions like frequent quality checks, providing qualityexperience, recruiting and training staff, continuous innovations etc. have been

suggested in order to overcome this problem and eventually gain favourable perception

of the customers.

References:

1. Ali.S.E. Marketing Mix and the Brand Reputation of NOKIA (2008), Market Forces;

Vol.4 No.1; 15 pages

2. Birnik A., Bowman C.;Marketing mix standardization in multinational corporations

(2007); International Journal of Management Reviews; Vol. 9, Issue 4; 22 Pages3. Bowen Jr. J. J.; 4P's of Marketing (2000); Financial Planning, Business Source

Complete; Vol. 28, Issue 10; 4 pages

4. Brown C.; Marketing Mix for Nike (2008); 04.09.2011; 6 pages

5. Cengiz E., Yayla H.E.; The effect of marketing mix on positive word of mouth

communication (2007); Innovative Marketing, Volume 3, Issue 4; 13 pages

6. Constantinides E.; The Marketing Mix Revisited: Towards the 21st Century Marketing

(2006); Journal of Marketing Management; Issue 22; 32 Pages

7. Dhiman AK., Sharma H.; Services Marketing Mix in Library and Information Centres

(2009); ICAL ADVOCACY AND MARKETING; 5 Pages

8. Goi C.L.; Review of Marketing Mix: 4Ps or more (2009); International Journal of

Marketing Studies; Vol.1, Issue 1; 14 pages

9. Grnroos C.; From Marketing Mix to Relationship Marketing (2004); Management

Decision, Vol. 32, Issue 2; 17 Pages

10. Gupta A., Bhat V.; I POD: The Marketing Mix in Global Market and Proposed

Strategy to Succeed in India (2007); 26 pages


19/19

11. Kadiyali V., Sudhir K and Rao Vithala R.; Strategic Marketing Mix (2006);

International Journal of Research in Marketing; 26 pages

12. Khatri P.; Celebrity Endorsement: A Strategic Promotion Perspective (2006); Indian

Media Studies Journal; Vol.1, Issue 1; 13 Pages

13. Koontz C.; The Marketing Mix: The 4-P Recipe for Customer Satisfaction (2004);

Customer based marketing; Vol.8, Issue 1; 6 pages

14. Mason RB; A Marketing Mix Model for a Complex and Turbulent Environment (2007);

Acta Commercii; 19 Pages

15. McCain Marketing Mix in the Food Industry; Edition 15; 02.09.2011; 4 pages

16.Parcelforce Worldwide Using the Marketing Mix to Drive Change; Edition 15;

02.09.2011; 4 pages

17. Rajh E.; The Effects of Marketing Mix Elements on Brand Equity (2005); Economic

Trends and Economic Policy; No. 102; 28 pages

18.Raju JS., Srinivasan V. and Lal Rajiv; Management Science (2000); Vol. 36, No. 3; 29

pages

19.Shivani S., Krishnan M; Marketing Mix Elements Influencing Brand Equity and Brand

Choice (2010); VIKALPA; Vol. 35, Issue 3; 18 Pages

20. Tan, Martin C S.; A convergence of Western marketing mix concepts and oriental

strategic thinking (2005); Marketing Intelligence & Planning; Vol.13, Issue 2; 17

Pages

TONY - Dissertation - Research Paper

Documents

Transcript of TONY - Dissertation - Research Paper