1. M a r k e t i n g R e s e a r c h
BRAND EXTENSION

2. A G E N D A
Project description
Interview with an expert
Environmental context
Problem definition
Approach to the problem
Research design
Data analysis
Net takeaway
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3. P R O J E C T D E S C R I P T I O N
o To stretch or not to stretch?
o The turmoil at Kingfisher Airlines brings us to a
fundamental question: How far can you stretch a
brand before you actually start hurting it?
o Will the failure in the airlines business affect the
mother brand?
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4. I N T E R V I E W W I T H A N E X P E R T
o Kingfisher airlines helped in creating a brand
image for Kingfisher beer
o Airline industry (India) has not performed well
o Kingfisher airline’s poor performance did effect
UB share prices but were later back on track
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5. E N V I R O N M E N TA L C O N T E X T
o Kingfisher Airlines has not been the only airlines
to have made losses over the last few years.
Other than Indigo Airlines, all the other players in
the market are suffering. Kingfisher has simply
compounded those losses.
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6. P R O B L E M D E F I N I T I O N
MANAGEMENT DECISION PROBLEM
Will Kingfisher Airlines’ turmoil affect the mother brand
negatively
MARKETING RESEARCH PROBLEM
Do consumers and investors associate Kingfisher
Airlines to Kingfisher Beer
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7. A P P R O A C H T O T H E P R O B L E M
Objective/Theoretical Framework
- Consumer’s awareness of various Kingfisher products
- Consumer’s perception of Kingfisher brand
- Investor’s perception of Kingfisher brand
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8. A P P R O A C H T O T H E P R O B L E M
Research questions
o Have the sales of Kingfisher beer declined since Kingfisher
Airlines’ failure?
o Any negative change in perception of the consumers
towards Kingfisher will end up in declined sales of
Kingfisher beer.
o Have the share prices of United Breweries declined due to
Kingfisher Airlines’ failure?
o Any negative change in perception of the investors
towards Kingfisher will end up in declined share prices of
United Breweries.
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9. A P P R O A C H T O T H E P R O B L E M
Hypotheses
o Consumers buy Kingfisher beer because they associate
it with Kingfisher Airlines.
o Investors invest in UB because they associate it with
Kingfisher Airlines.
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10. R E S E A R C H D E S I G N
Research design
Tool
Scaling techniques
Sampling plan
Sample size
Conclusive
Questionnaire
Likert & Nominal scale
Random
100
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11. R E S E A R C H D E S I G N
Information required
o Consumer’s awareness about the connection between
Kingfisher beer and Kingfisher airlines.
o Consumer’s awareness about the current situation at
Kingfisher airlines.
o The impact of Kingfisher airlines’ plight on a consumer of
Kingfisher beer.
o Changes in investment preferences, if any, of investors
who invest in United Breweries.
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12. R E S E A R C H D E S I G N
Target population
o Consumers of kingfisher beer
o Investors of United Breweries
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13. D a t a a n a l y s i s
Tools
o Chi-square analysis
o T test
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14. C h i - s q u a r e a n a l y s i s
Hypothesis 1
o Null hypothesis rejected
Hypothesis 2
o Null hypothesis accepted
Chi-square.xlsx
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15. T t e s t
Hypothesis 1
o Null hypothesis accepted
Hypothesis 2
o Null hypothesis accepted
MR_xl.xls
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16. N e t t a k e a w a y
o People buy Kingfisher beer because they
associate it with Kingfisher Airlines
o Investors invest in UB shares because they
associate it with Kingfisher Airlines
(Result of t-test considered because of the
high beta involved in Chi-square analysis)
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17. R e c o m m e n d a t i o n
The brand stretch is hurting Kingfisher’s
mother brand, Kingfisher beer. So they should
either look to improve their airlines business
or stop stretching the brand.
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18. P R E S E N T E D B Y
Avishek Mehra
Anil Nandyala
Gaurav Agarwal
Khanin Lahkar
Prashant Madhogaria
Sankha Ghose
Sourav Madhogaria
Zeeshan Mohammad
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