A Comprehensive Competitive "Elevator" 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, the best market research company in India, 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

Customers:

  • Builders and flat promoters involved in the development of commercial properties and residential housing projects.
  • Building owners/developers, including owners of commercial establishments and independent houses.
  • Apartment owners associations tasked with maintenance decisions and contractor selection.

Influencers:

  • Architects and consultants.
  • Building contractor firms.
  • Infrastructure development companies.
  • Facilities operations and maintenance departments.

End Users:

Individuals who frequently utilize elevators across various properties, including:

  • Office establishments.
  • Residence
  • Public spaces, etc.

Competition:

Marketers and brand managers representing key competitor brands.

Additional Categories:

Considerations based on:

Business size and scale.
Years of operation in the industry.
Experience in the field.

 

Locations Covered

  • Delhi
  • Noida
  • Gurugram
  • Chandigarh
  • Kolkata 
  • Ahmedabad
  • Mumbai
  • Pune
  • Nagpur
  • Hyderabad
  • Bengaluru
  • Chennai

Research Methodology

For this project, Team MarketGenics chose to employ both qualitative and quantitative methodologies.

The target audience was segmented into the following categories:

Builders/General Contractors
Building Owners/Facility Managers
Real Estate Developers
Housing Owners Association (Office bearers of housing societies)
Architects
Technical Consultants
Individuals who frequently use elevators at various property premises

In the quantitative research phase, we gathered opinions from over 1200 respondents through an online questionnaire.

Additionally, we conducted face-to-face, in-depth qualitative interviews with 108 respondents.

Successful Completion

MarketGenics was deeply engaged in all facets of this comprehensive research endeavor. From formulating questionnaires for both qualitative and quantitative interviews to conducting field research, our team excelled in engaging the appropriate target audience and eliciting candid feedback.

Despite the magnitude of the project, MarketGenics was tasked with completing it within one month. Throughout the duration, we provided regular updates to the client, ensuring transparency and alignment with their expectations.

Upon gathering data from various sources, we meticulously analyzed it to produce a comprehensive research report. The final findings were then presented to the client, encapsulating the culmination of our efforts and insights garnered from the research process.

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