For the seventh year in a row, ICMR-4Ps B&M bring to you the comprehensive & cogent ranking of The Most Valuable Brands that make India Inc. proud. A detailed look at how this exclusive ranking of top brands in India for 2012 was conducted
The seventh 4Ps Business & Marketing annual ranking of India’s 100 Most Valuable Brands is here again to tell you which brands struck the cosiest chords with consumers during the year. It was certainly not a cake walk. We teamed up with Indian Council for Market Research (ICMR) to fetch the best from a mind-boggling list of 40,000 brands. However, after a great amount of brain storming, colossal data crunching, and intensive primary research work in three phases over the past nine and a half months, we finally caught on to the swinging mood of the Indian consumers. So, here is the lock, stock and barrel of the method behind the madness of arriving at the 4Ps Business & Marketing India’s 100 Most Valuable Brands 2012…FIRST PHASE
The Phase I started with preparing a holistic list of local, national and international brands (40,000) present in India, which was then scaled down to a master list of 1,420 brands based on the growth, reach, demand and availability (in at least 4 metros and Bengaluru) further divided into 30 broad categories with over 100 sub categories. Both domestic and international brands having their presence in India were taken into consideration for the final phase of the research.
Next, ICMR prepared a structured questionnaire on parameters of Brand Awareness and Preference. Based on the questionnaire a primary research was conducted in Delhi, Mumbai, Kolkata, Bengaluru and Chennai with 5,000 respondents. Based on the frequency of brands under the parameters, as found in the primary research, ICMR shortlisted top 200 brands across all categories.SECOND PHASE
The second phase of the survey was initiated after tabulating the top 200 brands. A structured questionnaire was formed and one-on-one interviews were carried out with 4,500 respondents in eight cities (Delhi, Chandigarh, Mumbai, Kolkata, Bangalore, Hyderabad, Pune and Chennai) across India. In order to avoid any bias, the order of the brands was changed for each of the cities. Each of the cities was divided into four zones namely North, South, East and West to ensure complete coverage of the city in terms of the target audience. Further, the respondents were selected based on socioeconomic classification (SEC) i.e. education, occupation, gender and monthly income. In case of respondents such as housewives, students, et al, the monthly income of the Chief Wage Earner (CWE – Head of Household) has been taken into consideration. This survey intended to account for the Brand Equity (difference between perceived value of the brand and the core product, i.e., the total value of the brand minus that part of the value “owed” to the core product, which equals the value that accrues from the brand part of the product) of various brands by asking the respondents to rate them on the following parameters:
Brand Image and Perception: A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to the customers.Brand Performance:
This parameter involved the critical analysis of the sales, profits, growth, performance, distribution, market share, goodwill, word of mouth publicity in target markets, competitor analysis and overall marketing initiatives.
The inclination to continue buying the same brand (It is important to note that the loyalty parameter was rated by only consumers of the brand with a minimum of one year of association with the brand and the calculations have been made accordingly).
The proportion of target customers that recall a brand. Brand awareness is a common measure of marketing communication’s effectiveness. Brand Association: Association refers to that aspect of a brand’s marketing cycle wherein the brand reaches such a stage that it becomes synonymous with that product category. So, when a brand is advertently or inadvertently related to any value, personality or attribute, it denotes an association.
The respondents rated each of the brands on a scale of 1-5 (5 being the highest). The survey results were then compiled to draw the final list of 4Ps B&M India’s 100 Most Valuable Brands 2012.THIRD PHASE
In Phase III ICMR conducted a separate opinion poll across five major cities of India to vote for the most promising brands across categories. The parameters taken into consideration were sustainability, aspiration, brand awareness and brand image & perception. The most recalled brands and top rated brands (based on the frequency) were picked up to be listed in the category of the Most Promising Brands for the year 2012.Note:
This year the survey has not taken into consideration the B2B segment and concentrated primarily on consumer brands.
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Although annual enrolments in higher education have grown steadily at 6.3% over the last decade, the GER (Gross Enrolment Ratio is a statistical measure used by the United Nations to measure education index of a nation) in India still stands at 12.4%, way below the global average of 26% and pathetically low when compared to an average of 36.5% for developing countries. Even the Human Development Index for the year 2011 ranked India at 134, one of the lowest among the League of Nations. This clearly indicates that India requires more institutions to address the issue of accessibility, which is only possible if government encourages entrepreneurs to set up private colleges and universities.
The good news is that, according to a recent report (Private Universities in India: An Investment in National Development) by management consulting group Parthenona, private universities in the country have more than doubled in the last six years. While the country had 20 private universities prior to 2005, that figure surged to 107 last year. However, the bad news is that India still ranks one of the lowest in terms of number of universities per population. While US has nearly 2,500 universities for a population of about 313 million, India has a little over 350 universities catering to a population of 1.3 billion. Even Germany and UK have over 350 and 125 universities for a population of 80 million and 60 million respectively. Experts estimate that India needs 1,000 universities more and the higher education enrolment ratio to be increased by 20% in the next 10 years, to meet the challenges of country’s development.
This certainly compels the government to make room for non-governmental educational institutions to shoulder this responsibility while, at the same time, increasing its efforts to strengthen and empower the existing universities. And not just government, even educational institutions need to look inward and at the paradigm shifts happening all over the world. Apart from the fact that we are now looking at an increasingly multi-polar global environment and a shift from a single ideology, it is a foregone conclusion that leaders of tomorrow will need a radically different approach as compared to their predecessors. Hence, it is important for educational institutions to realise that they have a critical role to play in building these leaders, and to understand how they can fulfill their role responsibly, as it also links to their own long-term sustainability. Listed below are the “Power Private Universities” and “India’s 25 Most Promising Engineering Colleges” which are imparting high quality education in India. They are providing a professional learning environment that acts as a catalyst not only for the exponential growth of students, but for the country as well.
The Indian Council for Market Research (ICMR) conducted a perception survey to identify Power Private Universities. The survey was conducted amongst education consultants, industry experts and students. The respondents were asked to name and list a few upcoming universities in the country based on course contents, faculty, infrastructure, affiliations and accreditations awarded to them, brand equity and media visibility. Based on these responses, the final list of 15 Power Private Universities was generated.
Apart from Power Private Universities, a separate perception survey was conducted by ICMR amongst engineering students to identify 25 Most Promising Engineering Colleges. Faculty members of esteemed engineering colleges were also interviewed on the parameters of infrastructure, course content and R&D. An overall sample of 250 respondents were covered using a structured questionnaire through telephonic and email techniques. Then, based on the frequency of responses, a list of the 25 Most Promising Engineering Colleges was generated.
4Ps B&M, in association with the Indian Council for Market Research (ICMR), conducted a pan-India perception survey on the upcoming B-schools. The survey was conducted amongst management students (final year students; sample size of 200) and faculty members (sample size of 20) of several management institutes across the country. The respondents were asked to name one upcoming B-school based on the parameters of infrastructure, placement, packages and industry interface. The frequency of responses helped us to draw a list of the 50 upcoming B-schools in the country which could be the most sought after ones in the near future.
Check out 4Ps B&M’s latest ranking of the nation’s best business schools. But first, here’s a summary of our annual survey and ranking methodology
The annual 4Ps B&M ranking of India’s best B-schools is based on a national perception survey among students, parents, faculty and industry voices. The survey itself was conducted by ICMR (Indian Council for Market Research) in two distinct phases:THE FIRST PHASE:
In the first phase of the survey, ICMR generated a list of 500 B-schools across India. The list was prepared based on a secondary study conducted by ICMR. The 500 B-schools were then divided as per geographical zones, i.e. North, South, East and West. (Institutes offering only 1 year certified courses have not been covered under the purview of the survey). The list was then circulated amongst a select set of 25 B-schools professors (having work/industry experience of at least 5 years) to name “India’s Cult Status B-schools.” A list of the top 30 B-schools named by these 25 B-school professors (based on the frequency of responses) was generated.SECOND PHASE:
In this phase each of the 30 B-schools were further scrutinized based on the following parameters:
• Global Exposure:
Student/faculty exchange programs, global linkages, et al;
• Fun Factor:
Debates, quizzes and other management based curricular activities
• Course Contents:
Number of subjects/papers, upgradation of syllabus, et al
Student/faculty ratio, ratio of permanent/visiting faculty, faculty with relevant industry experience, et al
Campus area/location, number of classrooms, library, wi-fi campus, laptop facilities, cafeteria, et al
• Personality Development:
The school’s focus on overall personality development, role plays, enhancing communication skills, et al
• Student Profiles/Admissions:
Student qualification, background, age distribution, et al
• Research and Writings:
Internal journals published, newsletters/magazines/books published, faculty contribution
• Industry Interface:
Number of Management Development Programmes/ Executive Development Programmes/seminars, joint corporate training workshops, projects undertaken with corporations, et al
• Placement and Packages:
Number of students placed each year, domestic vs. international placements, maximum salary, number of companies hiring – both domestic and international – campus visiting by industry luminaries, et al;
• Alumni: Alumni profile/strength, alumni meets, career paths taken up by the alumni, depth of alumni network and other alumni association, et al
• Parental Perspective:
Parental perspectives on respective B-schools
The respondents for the parameters given above were students, faculty members, parents and corporate executives, primarily from the HR departments (as they recruit and interact most with B-school graduates) and CMOs (Chief Marketing Officers). The parameters were divided among respondents on the basis of relevance. However, the ratings for parameters of infrastructure and faculty were collected both from students and faculty members.
The sample size of students interviewed pan-India was around 800. Students covered under the purview of the study were primarily current management students and management graduates. Faculty members of esteemed organisations such as IMT (Ghaziabad), IIT-D (Delhi), IIFT and others were interviewed on the parameters of Faculty, Infrastructure, Course Content and Research and Writings. Apart from this, ICMR also conducted interviews with the corporate HR & CMO fraternity to gain inputs on the parameters of Industry Interface, Placement & Packages and Alumni. The industry/HR professionals and CMOs covered under the research were from well known organisations in the industries of banking & financial services, automobiles, telecom, retail, information technology, consulting and various others.
Each of the above mentioned respondent groups were asked to rate the top 30 B-schools on respective parameters on a scale of 1-10 (1 being the worst & 10 being the best). The final ranking is based on the cumulative mean score on each of the parameters. However, since the parameters of faculty & infrastructure were both rated by students & faculty members, we have shown the cumulative scores. The parameter of parental perspective was rated by parents of students who have pursued or are currently pursuing a management course.
A separate perception survey was conducted by ICMR among management students to identify the Power B-schools apart from the Cult Status B-schools as mentioned above. Students were shown a list of 100 B-schools (excluding the top 30 Cult Status B-schools as ranked in the following pages) and were then asked to name their most preferred B-schools.
The students sampled were also asked to rate the business schools named by them on a scale of 1-5 (1 being the worst and 5 being the best). Based on the overall perception scores that ICMR generated (the median score being 3 on the Likert Scale), the ranking of 70 Power B-schools in India was obtained (see page 100).
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