Competitive Brand
Health Assessment

As a global leader in the elevator and escalator industry, XXXX provides elevators, escalators and automatic building doors, as well as solutions for maintenance and modernization, which add value to the life cycle of any building.

Client wished to conduct a study amongst the stake holders of this brand to understand awareness, drivers, barriers & perceptions of XXXX which would aid them in developing Market communication strategy

MarketGenics was approached to conduct a study in this regard. 

Scope of Research

Key objective of this study was to assess the overall health of the brand XXXX Elevator India

In this regard, the research also covered the following

  • Assess the current brand health of KONE amongst target audience
  • Brand familiarity vis a vis competition
  • Intention to buy / recommend in competitive context

Research Design

Target audience definition & Profiling      


Builders and Flat promoters engaged in developing commercial properties and residential housing projects

Building owners / Developers – Owners of Commercial establishments, Independent houses, etc.

Apartment owners associations deciding upon maintenance and contractors


Architects and Consultants

Building contractor firms

Infrastructure development companies

Facilities Operations & Maintenance department

End Users– referred to individuals who often use elevators at various property-

Office establishments


Public places etc.

Competition– Marketers and Brand managers from key competition brands

Rest of categories : Size and scale of business

Years of existence in the business

Years of experience in the business

Locations Covered

Research Methodology

For this project, team MarketGenics opted for both qualitative and quantitative methods. Target audience was divided in to the following groups

  • Builders/General Constructors
  • Building owners/
  • Facility Managers
  • Real Estate Developpers
  • Housing Owners Association (Office bearers of housing society)
  • Architects
  • Technical Consultants
  • Individuals who often use elevators at various property premises

In the quantitative research, we had to take the opinions of more than 1200 respondents in the form of an online questionnaire.

We also conducted face-to-face in-depth qualitative interview with 108 respondents. 

Successful Completion

An end-to-end project, MarketGenics was involved in all aspects of this research project. Not only in the framing of questionnaire for qualitative and quantitative interviews, our field research team did a wonderful job in connecting with the right target audience, conducting the interview and getting an honest feedback. 

Team MarketGenics was given a one-month’s time to complete this big project and a regular update was given to the client almost on a daily basis. 

With the accumulation of data from all sources, a final research analysis report was prepared and the final findings were presented to the client. 

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