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Effect of branding management on technology performance : a case study

  • Authors: Langa, Makhosazana P.
  • Date: 2012-06-05
  • Subjects: Brand name products - Case studies , Product management , Brand name products - Management
  • Type: Thesis
  • Identifier: uj:2408 , http://hdl.handle.net/10210/4860
  • Description: M.Ing. , This dissertation aims to identify the effects contributed by branding on organisational performance, as branding may contribute positively or negatively to the company sales performance. Many customers align quality products with certain brands only. Some organisations over price their products because they have guaranteed space in the market and had built solid relationships with their customers. Due to many different good products which do not do well in the market because of poor branding, the author identifies the problems aligned with branding and the author also looks at the possible causes of poor sales performance. This dissertation aims at presenting knowledge on branding, marketing strategies used by organisations to secure space for themselves in the market and strategies used by organisations to persuade customers into thinking their brand has the best products. The author provides overview on branding importance, criteria for choosing brand elements and brand tactics that has an impact on the customer‟s psychological aspects. The author then talks about the marketing strategies that can be used after building proper branding for the organisation. The marketing strategies may differ from organisation to organisation depending on the target market. The author then analyzes customer needs and buying behaviour and channels of distribution of products to ensure maximum sales. A case study in two television (TV) famous brands was conducted in order to find out the impact of branding on organisational performance. This case study compares the two TVs with each other and investigates their technologies. The case study also looks at TVs branding, their marketing strategies and the overview of their marketing results. A survey questionnaire was constructed, and this survey questionnaire was on the two TV brands discussed in the case study. The survey questionnaire was sent to different people of different life styles and age groups. The aim of the questionnaire was to find the extent into which branding influences customer‟s decision in buying a product, other things that attracts a customer and also how do customers perceive different brands.
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Determining brand resonance among golfers with respect to golf club brands

  • Authors: Bondesio, Carlo
  • Date: 2013-05-01
  • Subjects: Branding (Marketing) , Golf industry , Product management
  • Type: Mini-Dissertation
  • Identifier: uj:7487 , http://hdl.handle.net/10210/8346
  • Description: M.Comm. (Business Management) , The South African golf industry has seen growth over the last few years and contributes to the South African economy. The contribution of the industry to the economy was estimated at R29.2 billion in 2008. Golfers in South Africa spent R1.7 billion on golf club brands in 2008. The competition in the industry has become fierce and golf club brand marketers need to focus on how to grow this spend and increase their market share and one way of doing this is to build a strong brand. This study focuses primarily on one of the building blocks of a brand, namely brand resonance. Brand resonance refers to the relationship between the brand and consumers, including the enthusiasm these consumers have to purchase and recommend the brand to others. The purpose for this study is to determine the brand resonance among golfers with respect to golf club brands. The study furthermore focuses on the four categories of brand resonance namely behavioural loyalty, attitudinal attachment, sense of community and active engagement. Information regarding the brand resonance among golfers with respect to golf club brands was gathered from 200 golfers who play golf at two golf clubs, using a self-administered questionnaire. The sampling units (golf clubs) were selected based on the judgement of the researcher and the sampling elements (golf players) were selected based on convenience sampling. The research study was descriptive in nature and quantitative methods were used to execute the empirical part of the research. The findings indicated that the majority of respondents play with TaylorMade golf clubs, and have been playing golf for five years or longer, have a handicap of between 11 and 15, and play golf on a weekly basis. Golfers do perceive a significant difference in the importance of the four categories of brand resonance with respect to golf club brands. Behavioural loyalty and attitudinal attachment realised the highest mean score, followed by active engagement and sense of community. Significant differences between golfers with regard to the four categories of brand resonance could not be uncovered.
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Brand management and technology

An engineering approach to development and marketing of a commercial product

  • Authors: Küçük, Sakir.
  • Date: 1999
  • Subjects: New products , Industrial design , Product management
  • Language: English
  • Type: Masters Thesis
  • Identifier: http://hdl.handle.net/10210/22368 , uj:16192
  • Description: Abstract: The product development and marketing concept phase is one of the most important tasks facing companies. The main reason companies develop new products is simply to increase the sales and profits of the company and help achieve the goals of the company. The success of the new product depends on effective marketing strategics. I his research report \\ ill aim to emphasize that it is crucial for companies to modify their existing products or develop new products and marketing strategics in order to be able to survive or improve in today·s competitive business environment. It \\ ill also be emphasized that new products must be developed in an integrated fashion with the marketing to satisfy and meet customer needs. The applications of the methods and techniques of the process of development and marketing of a commercial product will be demonstrated on a Turkish blanket manufacturing company. "The South African blanket market" as the market place, "a blanket .. as the commercial product, and ··The Sesli Textile Company .. as the blanketmanufacturing company will be chosen in the case study. The results of the case study will be presented in an integrated manner with the literature study. l'he entire report will be based on an engineering approach to the development and marketing of a commercial product. This entails a focus being placed on the role of technical/engineering team members in the entire process. , M.Ing. (Engineering Management)
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A case study of positioning and support of an engineering product in an industrial environment

  • Authors: Booysen, Ivan Dawid
  • Date: 2010-11-23T05:53:52Z
  • Subjects: New products evaluation , Product management , Engineering management
  • Type: Thesis
  • Identifier: uj:7031 , http://hdl.handle.net/10210/3537
  • Description: M.Ing. , Change is an every day occurrence in any environment, especially in the technology market, where technology doubles approximately every 10 years [1]. Therefore it is of utmost importance that this change should be managed for any organization to maintain its respective market position. For most industrial products that are introduced into the market it is essential for those products to be able to change to fit the expected technical changes that will transpire. These changes take place because of the demand those consumers that use the technology place on the market. Thus the value of customer service is irrefutable, and it should be addressed accordingly. In the development phase it is thus important to design the product with future change in mind to cope with the demands that consumers place on one's product. Placement of a control system in the industrial market should be done ingeniously to be able to stay in the specified market and cope with change. The Delta V, an advanced control system, is one such product that is positioned in the market in an intelligent manner [21]. To be able to do the right positioning one needs expert engineering management skills to be able to remain in the market and not sta~ate in this constantly changing technical environment. Engineering management should take a holistic interest in the global markets since most technical products are active in these global markets. Support is seen as a global competitive aspect of a product's success or failure. Management skills in this market place are thus one of the strongest advantages an engineering organization can have which in return can prove a significant difference in the organizations survival. Thus securing the edge that any organization wants and strives for to be one step in front of its competitors. As such the purpose of this research is then to present aspects of positioning and support of an engineering product via a case study in an integrated fashion.
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'n Kritiese beskouing van die produkontwikkelingsproses

The application, utilisation and level of value adding of selected Lean Manufacturing techniques amongst Assembly Manufacturing in Gauteng

  • Authors: Palm, Herman
  • Date: 2008-06-24T06:10:55Z
  • Subjects: Product management , Manufacturing management
  • Type: Mini-Dissertation
  • Identifier: uj:3467 , http://hdl.handle.net/10210/685
  • Description: Any organisation’s aim is to make profit. This phenomenon determines the survival and growth of each business activity. Organisations have to learn faster about new production techniques in order to become leaner and to enter new competitive environments as they experience lower reward potential in the existing environments. Organisations have to deliver faster to the markets, with product quality exceeding customers’ expectations with regard to competitive price. Lean manufacturing provides manufacturers with techniques to overcome these problems. The question arises which techniques to choose from the wide array of lean manufacturing techniques that are available. The aim of this study was to determine which lean manufacturing techniques Gauteng manufacturers, specifically in the Johannesburg area, prefer to use. The value that these techniques contribute to the manufacturing process was measured in a percentage of productivity improvement, inventory reduction and operating cost reduction. The research design was both qualitative and quantitative in nature and a structured questionnaire, applying the Likert scale, was used to gather the data. Most of the manufacturers in the Johannesburg area indicated that the techniques had, to a large extent, led to improvement in their productivity. These manufacturers indicated the opposite of what the literature indicate, namely that the techniques only reduced inventory to a moderate extent. The manufacturers did not prefer the techniques recommend by the lean manufacture advocates, which are mainly Just in time (JIT), waste elimination and value-stream mapping. They preferred total preventative maintenance (TPM), cycle time and assembly line balancing. iii In general a positive relationship was indicated between how frequently the techniques were used and the level of value it added, in terms of reduction in inventory levels, cost reduction and productivity improvement. Conclusion drawn from this research is that Gauteng assembly manufacturers use these techniques to a limited extent, which is to their disadvantage. Of all the lean manufacturing techniques Single Minute of Dies (SMED) has indicated a 87.5% improvement in inventory reduction if it was used always and a 75% operating cost reduction was reported. It is therefore recommended that Gauteng assembly manufacturers should pursue the implementation of lean manufacturing techniques, to reduce inventory levels, improve productivity and reduce cost. This will ultimately reduce waste and lead to an increase in company profits. The result suggested that further research can be conducted to verify industry’s perception in terms of the reasons why they do not implement and use lean manufacturing techniques, especially JIT. The same research can be extended to other industries for example, logistics and procurement. , Mrs. L.M.M. Hewitt
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