Quantum market research private limited

Abstract

The project handled by the undersigned involved an advertising concept test for Gabriel Shock Absorbers. Part of the Anand Group of Industries, it has been a market leader in India for the last 30 years. With the impending entry of multinationals in the automotive segment, a threat is perceived by Gabriel to its market share. This was seen as particularly serious by the company as the Multinationals would enter the Indian market with high technology shock absorbers and could influence OEM’s as well as the general consumer on this point. To build up on the existing strong brand equity of Gabrielwan advertising campaign was proposed which would aim at increasing the salience of Gabriel. Three concepts were developed by M/S ENTERPRISE ADVERTISING PRIVATE LIMITED for the purpose and these were required to be researched to check on their efficacy to achieve the above mentioned objective. By way of focus group discussion and depth interview the strengths and weaknesses of each concept were brought out. These were finally used by the ad agency to develop a concept which would increase the brand salience of Gabriel to the maximum. During the course of the training, the undersigned was also required to help the Research Executives in various live projects. The work done in this respect is also appended.