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    Analysis on consumer recall, recognition and brand association of the Savlon Social Media Campaign

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    12304005_BBA.pdf (1.613Mb)
    Date
    2017-07-27
    Publisher
    BRAC University
    Author
    Rahman, Tanzeela
    Metadata
    Show full item record
    URI
    http://hdl.handle.net/10361/8662
    Abstract
    The research caters to the impact of social media campaign on brand recall, recognition and associations which in turn would create a change on their purchase intention. The demography was chosen based on three professions with a wide age bracket. The findings should that Savlon being an established brand already has instilled the colour blue and its logo in people’s minds. Hence the brand recognition is strong. Brand recall was strong in the area of its product type but it was not the case in terms of its use for handwash and cleaning floors. The overall evaluation can be drawn out to be that the campaign had a significant impact on the respondents however, Savlon itself has a strong brand identity from before hence the campaign could achieve brand loyalty easily through its social media presence.
    Keywords
    Social media; Marketing
     
    Description
    This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2017.
     
    Cataloged from PDF version of internship report.
     
    Includes bibliographical references (page 33).
    Department
    BRAC Business School, BRAC University
    Collections
    • Internship Report, BBA (Brac Business School)

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