Mastering Metrics (2201) – December 2015 Membership Number: 38452630

FROM: MARKETING MANAGER

TO: SENIOR MANAGER
SUBJECT: THE USE OF ANALYTICAL METRICS TO EVALUATE BUSINESS AND
MARKETING DATA
Task 1
1.1 Introduction
Metrics is very important in today’s era. Most organisations have come to terms that to be successful in
this competitive age, an organisation needs to measure its activities in order to know where it is lacking
and quickly work it out to beat competition and also to give customers the best.

1.2 The role of marketing metrics in the context of marketing and the process of making marketing
decisions in Lexta Ghana Limited

Metric is a system of measurement that quantifies a trend, dynamic or characteristic (Farris et al, 2009).
Marketing metrics play a very important role in marketing and decision making. These are identified and
explained below:
Marketing metrics measure the growth of revenue. It aids in understanding how marketing activities or
operations generate standard requirement leads that were changed to sales. This helps Lexta in its decision
making process, using extensive baseline testing that is measuring sales levels before and after marketing
and helps in identifying and focusing on areas for business growth. It helps Lexta to know the amount of
money gained from marketing activities.
Measuring sales quotas is another role of metrics. It gives insight as to how it is being run by the team
responsible for it that is sales. In the process of making decisions, this helps Lexta to value compatibility
and uniformity.
Marketing metrics helps in measuring sales price variance. It measures the difference between the actual
selling price of a product and the anticipated price. This helps in making sure necessary steps are taken if
it turns out to be favourable.
New opportunities and investments are measured using marketing metrics. This helps investors to have a
detailed info about the organisation. It makes it easier to know what is needed and how investment must
be done and also where to invest. It highlights Lexta’s strengths and weaknesses in order to improve on
investment opportunities.
Its role is to help measure customer retention rate. This is an indicator of customer loyalty and customer
service effectiveness. Customer retention can be measured within a time frame like monthly, annually etc.
this is about the rate at which customers are retained. Customer retention rate helps Lexta Ghana Limited
to have an insight into its strengths and weaknesses in opportunities for improvement.
Marketing metrics help decision makers to make more accurate decisions and also help in risk prediction.
It gives decision makers an insight to what they are supposed to do and doing the right things help

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

organisation to be valuable. Risk is predicted when metrics are used to measure the activities of an
organisation and possible dangers are discovered such as customers being dissatisfied or disloyal and
others and are quickly tackled.
Saving money is another role of marketing metrics.

1.3 Key metrics which can be used by Lexta Ghana Limited for measuring brand and brand value
and how they can assist in understanding brand value

According to Aaker (1991), a brand is a distinguishing name and/or symbol such as logo, trademark or
package design intended to identify the goods and services of either one seller or a group of sellers and to
differentiate those goods or services from those of competitors.
There are key metrics Lexta can use for measuring brand and brand value. These key metrics are brand
equity, brand scorecards, brand premium and brand image.

Brand Equity
According to Wood (2000), an attempt to define the relationship between customers and brands produced
brand equity term. Winters (1991), relates brand equity to added value, and that brand equity involves the
value added to a product by association and perceptions of consumers of a particular brand name. One of
the most popular and potentially important marketing concept to arise in the 1980’s was brand equity
(Keller, 2008). Brand equity has the purpose of measuring the value of a brand. Brand value can be
increased through competitive advantage and preference of customers. Brand equity drives competitive
advantage. Brand equity is defined by Aaker as a set of five categories of brand assets and liabilities
linked to a brand, its name, and symbol that add or subtract from the value provided by a product or
service to a firm or to a firm’s customers or both. These categories of brand assets are brand loyalty,
brand awareness, perceived quality, brand associations and other proprietary assets (Keller, 2008).
Brand equity helps in understanding brand value by measuring the value of a brand. It helps organisations
to understand the competitive advantage derived from brand equity and also to strengthen brand’s
competitive position. It helps in tracking the progress of a brand.

Brand Premium
When products/ services have distinctive or unique superior qualities compared to its competitors. With
this, the product or service can be priced at premium level or premium pricing strategy is used. This is
only possible when customers value those distinctive qualities. Price premium is the ability of a brand to
charge a higher price than an unbranded equivalent charges (Agarwal and Rao, 1996). Price premium is
keeping price high in order to encourage customers’ perception favourably. Brand premium and price
premium relates. Brand premium relates to pricing strategies.

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

To assist in understanding brand value, brand premium creates a perception of superiority of brand and
brand value. It helps an organisation to make sure brand is of high quality and to maintain its superiority
by using growth strategies.
In understanding brand value using brand premium, it helps in justifying why customers pay higher price
for a brand.

Brand Scorecards
Brand scorecards help measure the return on marketing investments. It helps in understanding the
development in performance measurement. It serves as a key performance indicator. It helps manage
customer experience and integrates customer experience management, brand and performance. Brand
scorecard views the progress of brand equity.
Brand scorecard assists in understanding brand value by measuring the performance of brand. It assist in
understanding the brand strength and capabilities, its value and credibility.

Brand Image/Position
This is how customers perceive a brand as compared to competitors. A good brand positioning increases
customers’ perception. Brand positioning is an act od designing a company’s offer and image in order to
occupy a dinstinct and value place in the minds of target customers (Keller, 2008).
 It helps an organisation to understand the right communication strategies to use.
 It makes an organisation to understand how important a brand image or identity is and how to
protect that image.

1.4 How marketing metrics related to measuring brand and brand value are currently utilized in
Lexta Ghana Limited

Lexta organisation is currently utilizing marketing metrics related to brand and brand value. These
metrics are customer retention rate.

Customer retention rate

Customer retention rate is currently used by Lexta. It is used in measuring the retention of customers in
Lexta. It determines how good or bad Lexta‘s customer service is. Customer retention rate helps in
measuring the worth of loyal customers. It cost five times and over to attract new customers than to keep
old customers. Lexta is currently using customer retention rate to measure the percentage number of
customers retained over a period.
𝑪𝒂
Customer retention rate is calculated using the formula:
𝑪𝒂𝒕

Where the:

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

Ca represents the number of active customers at the end of time period t

Cat represents the number of active customers at the start of time period t.
Customer retention has been Lexta’s marketing metric in measuring retention. This has helped it to know
the exact customers that are retained and loyal.

Recognition
This refers to the ability of consumers able to identify a product or service when its attributes such as the
logo advertisement, packaging is seen. It is successful when consumers can mention a brand seeing its
slogans and colours.
To know Lexta is currently utilizing brand recognition to help Lexta to know if it widely known among
consumers. Lexta uses recognition metric to know its status or position of the Lexta brand in the
competitive market.

Churn rate
Churn rate is currently utilized in Lexta. This is the measure of the number of individuals moving out of
Lexta. Lexta uses the churn rate to measure how quickly and often customers are leaving the
𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑐𝑢𝑠𝑡𝑜𝑚𝑒𝑟𝑠 𝑙𝑜𝑠𝑡 𝑖𝑛 𝑎 𝑝𝑒𝑟𝑖𝑜𝑑
organisation. It is calculated as: Churn rate = 𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑐𝑢𝑠𝑡𝑜𝑚𝑒𝑟𝑠 𝑎𝑡 𝑡ℎ𝑒 𝑏𝑒𝑔𝑖𝑛𝑛𝑖𝑛𝑔 𝑜𝑓 𝑎 𝑝𝑒𝑟𝑖𝑜𝑑 × 100

This is measured to give Lexta the rate at which customers are leaving. So its importance helps Lexta to
strategize on how to reduce the rate at which customers are leaving.

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

TASK 2

2.1 The different elements involved in measuring the value of a brand and how they assist an
organisation in making decisions.
Brand elements are sometimes called brand identities (Keller, 2008). The elements in measuring value of
a brand and how they assist in in making decisions in organisation are discussed below:

Brand Loyalty
Brand loyalty means how loyal customers are to the brand. For customers to be loyal the brand should be
perceived as quality by consumers and to keep them satisfied as well. Brand loyalty is measuring is used
in measuring the value of a brand. This is where customers repeatedly buy that one brand rather than a
different brand. This means customers have become loyal to the brand. With brand loyalty, customers
show commitment by repurchasing or using a particular brand repeatedly. Customers are willing to pay a
higher price for a brand over others and these customers are true brand loyal customers.
Brand loyalty assists in making decisions in an organisation. These are:

 It helps an organisation to concentrate more on retaining customers rather than new ones. Loyal
customers will pay any amount for the brand and are less sensitive to competitive promotions.
 In decision making , brand loyalty assist an organisation to understand not to pump more money
into advertisement and other promotional methods because loyal customers are their promoters
through word of mouth.
 It gives an organisation the understanding of knowing how to maintain their loyal customers
through various means as giving them incentives.

Customer Satisfaction
Superior customer satisfaction provides a clear strategic advantage and an inimitable resource for a firm,
particularly in today’s complex and often uncertain markets (Mittal and Frennea, 2010). Where
businesses compete for customers in a very competitive market place, customer satisfaction becomes the
key differentiator and increasingly also become a key element of business strategy (Gitman amd Carl,
2005). Satisfaction is very vital because customers have to be satisfied by the product/service meeting
their expectations. Firms should not promise more than they can deliver or customers will be disappointed
and dissatisfied. Customer satisfaction provides a leading indicator of consumer purchase intentions and
loyalty (Farris et al, 2010).
Customer satisfaction helps in decision making because it creates the fundamental or basis for good
customer relationship management and relationship marketing.

Brand Judgment
According to Keller (2008), brand judgment are customers ‘personal opinions about and also evaluations
of the brand, which is form by consumers bringing together all the different brand performance and

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

imagery associations. Decisions are made concerning a brand by customers. Keller explained brand
judgment as to customers’ decision in four types and these are very beneficial. These are brand quality,
brand credibility, brand consideration and brand superiority.
Brand quality, which is mainly about the attributes and benefits of the brand. Brand credibility is how
convincing the brand is to customers. Brand consideration is customers considering the relevance of the
brand to them and Brand superiority is how customers perceive a brand to be better than other brands.
In an organisation brand judgment help in decision making because it helps

Brand Salience
Measuring the awareness of a brand is what brand salience does. An organisation creating a brand
salience with customers help in achieving the right brand identity. This is how often and easily a brand is
recalled or recognized. Brand salience is how permeable is the brand’s awareness. Brand salience is the
degree to which a brand is thought about or noticed when a customer is in a buying situation (Daye,
2010). Brand salience has to do with the type of cues. Consumers are mostly driven by mental cues that
stimulates their thoughts when considering brands.
In decision making, brand salience helps an organisation to communicate the important and relevant cues
for easy memorability.
Brand Performance
According to Keller (2008), brand performance is how well a product or service meets customers’ more
functional needs. Keller further explained five important types of brand performance attributes and
benefits.
 Primary ingredients and supplementary features
 Product reliability, durability and serviceability
 Service effectiveness, efficiency and empathy
 Style and design
 Price
It helps an organisation to understand the right pricing policy to use for the brand in order to create
association in consumers’ minds.

2.2 The different elements involved in measuring the value of a brand and relevant data collection
for measuring Lexta Ghana Limited’s brand and data analysis in demonstrating the overall brand
value
Data collection is an act of bringing together information and measuring it of an area of interest. There are
different methods of data collection, some of these methods are focus groups, interviews, survey and
others.
Brand Loyalty
Brand loyalty is a part of brand equity. In collecting data for brand loyalty, survey was used. This survey
is used to collect data of brand loyalty.

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

Survey is a method of collecting data in a population about units. Surveys can be broadly categorized into
two that is questionnaire and interview. With questionnaires is mostly documented for the respondent to
complete. Relevant data collected in measuring Lexta’s brand was done using questionnaires.
A sample of Lexta’s fifty (50) customers were given questionnaires to fill on how loyal are you to the
Lexta brand? With the questionnaires, a grid was been prepared to make it easier for respondents. It was
divided into three aspects: loyal, neutral and disloyal. After the response, data was coded and later
evaluated. Excel was used to calculate the results. Scores were later compared to come up with the best
results. In analysis, it was of the view that twelve (12) people out of the fifty (50) respondents are loyal to
Lexta, eighteen (18) are of the neutral view and the remaining twenty (20) are disloyal.

Loyal Customers Neutral Customers Disloyal Customers

12 18 20

PZ Cussons Ghana Limited is one of Lexta Ghana Limited’s main competitors. A sample of fifty (50)
customers were chosen to fill questionnaires on how loyal are you to the PZ Cussons brand?
Thirty two (32) customers out of fifty (50), were loyal, twelve (12) neutral and six (6) were disloyal.

Loyal Customers Neutral Customers Disloyal Customers

32 12 6

In analysis, it means that loyal customers of Lexta are very few compared to PZ Cussons. Lexta had
twelve (12) loyal customers as compared to PZ Cussons who had thirty two (32). With this it means that
customers are not brand loyal to Lexta. Lexta needs to come up with right strategies to keep customers to
be loyal.
Customer Satisfaction
Measuring customer satisfaction allows Lexta to understand what causes satisfaction and dissatisfaction
in customers and whether customers are satisfied using their product or satisfied with the brand. It helps
focus on customers and the right strategy to use to satisfy them. In measuring customer satisfaction a
survey was used. This particular survey used was the interview which was personal interview.
With the interview, a structured interview was used which was verbally administered. The reason for the
interview was to know the beliefs of customers on customer satisfaction. Customers were chosen for the
interview. Ten (10) customers were been interviewed. Before the interview took place the respondents
were told in advance to prepare for the interview at a particular place within a specific time and were
assured confidentiality of information. Data collection was done by tape recording the interview so as not
to miss the exact words of respondents. Interview was based on considering Lexta’s different products
used, how satisfied are you with their overall brand? The structured answers were, satisfied, neutral
and dissatisfied. These are the results of respondents’ answers.

Satisfied Neutral Dissatisfied

3 2 5
Analysis shows customers are not satisfied with different products of the overall brand of Lexta. Since
Lexta dissatisfied customers are five (5) out of ten (10).

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

Brand Judgment
Net Promoter Score (NPS) was used in collecting data on customer satisfaction. How customers represent
a brand to colleagues. It is a quick way to determine customers’ opinions about a brand. On a scale of 0 to
10, respondents were asked the question, how likely would you recommend Lexta Ghana Limited to a
colleague? Respondents were asked to scale from 0 to 10 on the question. With the scaling, we have
promoters, passives and detractors.

Detractors Passives Promoters

0 -6 7 -8 9 -10
Out of a sample of fifty (50) respondents for Lexta Ghana Limited

Detractors Passives Promoters

21 19 10
The NPS is calculated using percentage of promoters and subtracting it from the percentage of detractors.
Promoters = (10/50) ×100 = 20% Detractors = (21/50) ×100 = 42%
Therefore, promoters – detractors = NPS that is 20% - 42% = 20%
Respondents were asked also on the question, how likely would you recommend PZ Cussons Ghana
Limited to a colleague? The scores are out of 50 respondents for PZ Cussons Ghana Limited.

Detractors Passives Promoters

9 10 31
Promoters = (31/50) ×100) = 62% Detractors = (9/50) × 100 = 18%
Therefore, 62% - 18% = 44%
In analysis comparing Lexta and PZ Cussons, it shows PZ Cussons has more promoters which is 31 and
in percentage 62% than Lexta with 10 promoters which in percentage is 20%. This shows Lexta overall
brand is not valuable as compared to PZ Cussons.
Brand Salience
Brand salience is about awareness of a brand. The data collection method used is the focus group
discussion. It was encompassed 10 people with me being the moderator. Ten customers were brought
together to have a focus group discussion on how often and easily Lexta brand is recalled or
recognized? It was structured for them to choose easily, moderately and hardly at the end of the
discussion. Out of the ten (10), three (3) chose moderately and seven (7) chose hardly. None chose easily.
We later discussed on how often and easily PZ Cussons brand is recognized? Eight (8) chose easily
and 2 chose moderately and none chose hardly.

Brands Easily Moderately Hardly

Lexta 3 7
PZ Cussons 8 2

Analyzing this data it clearly shows customers hardly recall Lexta brand whiles they easily recall PZ
Cussons. This shows the brand value of Lexta is not valuable.

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

Brand performance
Data collection on brand performance was based on financial report of Lexta and was compared to PZ
Cussons using PZ Cussons’ financial data. The revenue aspect of these two brands were used in
determining the brand value using the financial report of 2013 and 2014.The revenue of Lexta’s 2014
financial statement was GH₵ 9,262,707 and 2013 GH₵ 9,289,771 and PZ Cussons was GH₵
107,150,197 in 2014 and GH₵ 95,742,084 in 2013.

2014 2013
Lexta 9,262,707 9,289,771
PZ Cussons 107,150,197 95,742,084

In comparing Lexta to PZ Cussons, the brand valuation for Lexta is not valuable because the revenue
figure of PZ Cussons is higher than that of Lexta. Lexta has low revenue in 2014 compared 2013 showing
decline, PZ Cussons however has increased in 2014.

2.3 Marketing dashboard showing the results of the brand value metrics analyzed

brand loyalty

Disloyal Customers

Neutral Customers

Loyal Customers

0 10 20 30 40 50

Lexta PZ Cussons

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

brand salience
Lexta PZ Cussons

Easily
8
6
4
2
0

Moderately
Hardly

brand judgment
Lexta PZ Cussons

35

30

25

20

15

10

0
DetractorsPassives Promoters

brand performance

CUSTOMER
2013
SATISFACTION
Satisfied 2014

Dissatisf
ied 0 50,000,000 100,000,000 150,000,000

Neutral PZ Cussons Lexta

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

Task 3
3.1 The evaluation process of brand valuation in Lexta using marketing metrics which could help
future decision making are:

Brand disloyalty
Customers are not loyal to Lexta. In measuring metrics, customers are not brand loyal to Lexta. It has
failed to work on the reasons why customers are disloyal whether it is because of unsatisfied product or
bad customer service. The right strategies are needed for Lexta to use in order to keep customers. In
evaluation, customers tend to prefer PZ Cussons over Lexta. They are brand loyal to PZ Cussons and
brand disloyal to Lexta.
Customers unhappy
Customers are not satisfied with the various products Lexta has which have affected the overall brand
value of Lexta. Lexta have failed to focus on customer experience. The products of Lexta needs to be
redefined and rechecked in order to identify the reasons why customers are not happy and satisfied with
their products affecting the whole brand. Also a good customer relationship is important because these
relationship can lead to them being satisfied. Sometimes it may not be the case of customers being
dissatisfied because of a product but the services such as the good rapport between Lexta and its
customers can lead to customers being delighted.
Less promoters
Lexta had less promoters as in 10 compared to PZ Cussons who had 31. More customers are willing to
promote the PZ Cussons brand instead of Lexta brand. These indicates that Lexta has a long way to go in
order to change detractors that were 21 to make them promoters. For Lexta to gain more promoters, it has
to improve on its products and services. Frequent research must be done to understand the reasons as to
why they are detractors in order to curb those problems. Products and services are very important because
when these products and services are improved, it gives customers the satisfaction they are looking for
hence will be willing to promote Lexta brand. Customers will therefore even recommend Lexta brand to
colleagues, friends, family and others.
Customers not able to recall brand
Customers are not able to easily recall the brand Lexta. The evaluation process of brand valuation in
Lexta is that customers cannot recall Lexta often and easily no customer was able to easily recall the
brand Lexta but these same customers were able to recall PZ Cussons easily. Lexta must connect with its
customers and increasing the awareness of brand to them. Good customer relationship must be created
because it will strengthen the bond between Lexta and its customers. Lexta needs to quickly address this
problem because if the brand is easily recalled it can lead to more sales and then revenue. Lexta should go
into more advertisement especially on social media. The brand name should be everywhere for customers
to recognize it and this will lead to customers recalling the brand.
Brand not performing
The revenue of PZ Cussons was in 2014 and that of Lexta was in 2014. This indicates that the brand of
Lexta is not performing at all. Lexta has to address the above problems and this will lead to more sales
and eventually higher revenue will be recorded. Competition is keen and customers have various brands

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to choose from. Lexta has not come up with how to outwit competition and have lost customers to other
competitors like PZ Cussons. Consistency is very important because this will help in being distinct in a
competition through consistent messages and good performance. This should be addressed for higher
revenue.

On recommendation and justification of a range of future metrics linked to brand valuation in

Lexta Ghana Limited are:

Brand Equity
Brand equity is recommended to Lexta because it increases competitive advantage and measures the value
of a brand. Lexta can use brand equity in understanding what customers prefer their brands to do. With
brand equity it helps track the progress of brand. With brand equity, intangible elements which are
difficult to measure can be measured. Brand equity can be measured in different ways. Therefore I am
recommending brand equity to Lexta in order to drive its competitive advantage to beat competition.
Brand image and position
To know the position and the image of Lexta, brand image and position metric is recommended. This
helps in knowing the perception of customers about Lexta brand against that of competitors.
Brand premium
Brand premium helps in measuring to know brand’s superiority and distinctiveness. This deals with the
superiority of a brand. For Lexta to have that superior brand, it has to use brand premium metric. It
differentiates a brand from its competitors. Brand premium is necessary for Lexta to use because it helps
in pricing strategy. How to price its products and services will be known if brand premium is used in
measuring the brand value.
Brand scorecard
On recommendation to Lexta, brand scorecard is needed to measure the scores of brand assets and brand
liabilities. These are later compared to the brand that is averaged in the market. This recommended
because the strength of the brand’s relativity will be known. After knowing the strength of the brand it is
later compared to a competitor.

3.2 Recommendation of a further range of relevant primary and/or secondary research methods
which could assist in validating the overall brand value and identification of potential sources

Research is the gathering and collection of data. In validating the overall brand value these primary and/or
secondary research methods can be used. These are explained below:
Primary and secondary
Primary research is a research done by generating and gathering data using research methods. This data
is collected by the researcher. Primary research has two types which are the qualitative and quantitative.

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Qualitative research is an exploratory research used to get opinions, perceptions, behaviour and
understanding. This research holds a deeper insight.
Quantitative research is a systematic and a structured way of getting an understanding such as opinions
and behaviours.
Primary research methods are observations, focus group discussions.
Secondary research deals with primary research’s analysis and interpretation. It is research whereby
information to be used are gathered by former researchers. The purpose of using secondary data is
because it is easy to access and also cost effective. There are two types of secondary research which are
the internal and external.
Internal secondary research is a type of research whereby its data is gathered from the researcher’s
organisation which can be customer database, financial reports, past primary reports and others.
External secondary research is a type of research with its data gathered from external sources such as the
statistical service.
The research methods that could be used in validating the overall brand value are below:

Observation
This is a type of qualitative research where time is dedicated to the research. It requires prolonged time to
observe a phenomena. During observations, notes are taken on the fields, recorded and are focused on
what happens. The researcher observes an ongoing behaviour observation research method is divided into
naturalistic and participant observation method.

 Naturalistic observation: This studies behaviour that are occurred naturally in natural context.
Variables are not manipulated here and measures the real behaviour. Naturalistic observations
unstructured and is studying behaviour in natural environment of participants. It is often used to
generate ideas because the researcher gets the opportunity to study the situation completely. It is
however, less reliable as some variables cannot be controlled.
 Participant observation: The researcher here joins in the research. The researcher becomes part
in studying to get full insight. It can either be overt which open study or covert which is an
undercover study. With the covert identity of the researcher is hidden from the group he or she is
studying from. Researcher can become bias if his or her involvement becomes too strong.
The potential data sources of Observation method are event sampling, instantaneous sampling and time
sampling.

 Event sampling: The type of behaviour that suits the observer’s interest and are recorded. This
decision is made in advance and behaviours that the observer is not interested are ignored.
 Instantaneous sampling: In advance, the occurrences to be observed are pre chosen and decided
by the observer
 Time sampling: The observer in advance decides the specific time to be used for observation and
records within that specified time when observation will take place. The rest are ignored.

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

Experimentation
This entails scientific tests which variables and hypothesis are used. It can be controlled within
environments and also on the field. W3ith this, it involves two kinds of variables, these variables are
dependent and independent variables.

 Independent variable: The independent variable is manipulated by the one doing the
experimentation.
 Dependent variable: Dependent is rather measured.
All these variables in experimentation are controlled. The types of experiments are the natural experiment
and the field experiment.
The data source of experimentation research are gotten from the variable under observation.

Mystery shopping
Mystery shopping is a type of marketing research which an individual disguises him or herself to get
information about a particular thing. This is a tool in measuring service quality or for specific information
gathering about products and services.
It can be used externally and internally. The mystery shopper’s identity is hidden from those he or she is
evaluating on. Mystery shoppers go as far as buying products and asking a whole lot of question sin order
to delve deep in gathering information. The purpose of this is to get information to report back about
experiences and encounters during mystery shopping.
Data sources of mystery shopping are from research organized by mystery shopper. This data source can
be internally or externally which can be within an organisation or outside the organisation specifically
competitors.
Correlational research
The co variation of two or more variables is examined by correlational research. Different methods can be
used for correlational research as in observation. With this there is no manipulation by the one conducting
the research. Cause and effect statements are not made. Correlational research is mostly exploratory when
conducted, experiments are conducted when variables are identified.
Data is gotten through the variables involved.
3.3 The benefits and the challenges of using a metrics approach to branding
The benefits of using a metrics approach to branding are as follows:

 Determining brand performance: Using a metric approach helps an organisation in determining

how brand in competition is performing. It helps to know if a brand is strong enough to outwit
competition or whether competitors have overshadowed the brand. Through metrics, this can help
determine performance of brand.
 Helps organisation in making decisions: Using metrics brings about the loop holes of business
brand. It shows an organisation when, how, what to be done in pushing the value of the brand to
be more valuable. Certain strategies that have never been used can be used if brand is failing and
therefore will help decision makers to make the right decisions in an organisation.

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 Expectations of customers: The benefit of using metric approach helps in understanding the
expectations of customers concerning a brand. Metric approach to branding helps an organisation
to know if customers are satisfied with the brand or not and their responses against or for the
brand.
 Identification of where to focus on: Brand metrics help in identifying the areas that needs
specific addressing to be done. It indicates areas where much branding efforts are needed. This
helps in building the overall brand of an organisation.
 It indicates why brand is not performing: With focus group discussions and other interactive
methods, customers expresses why the brand is not performing. Been it poor advertisement,
packaging of products or bad customer service are expressed by customers when using metrics
approach to branding.
 Competitive advantage: It helps organisations to understand the competitive advantage derived
from brand worth. Metrics gives an organisation an advantage because it helps it to quickly work
on a brand after finding out it is not doing well in competition. It gives competitive advantage to
know where bits value is from.

The following are the challenges of using metrics approach to branding:

 Inaccurate information: Some respondents fill questionnaires even without reading because of
busy schedule and might give inaccurate information.
 Difficult to measure: Brand metrics though most are easy to measure, some are also difficult to
measure especially using the formula of the brand elements.
 It involves time and energy: This involves time and energy if you want accurate information.
Time is needed to come out with the right results. Much effort is also needed to be given in order
to bring out the best outcome.
 It is expensive: Metrics approach to branding is expensive. Sometimes experts are hired to
calculate these metrics of branding and they charge a lot of money which is also not good for an
organisation.
 Wrong metric: Using the wrong metric is a challenge. Not using the right metric poses a poor
measurement. Sometimes substitute metrics are used and does not come up with the right
evaluation of brand valuation.
Reflection of challenges posed in evaluating brand valuation metrics
The challenges posed in evaluating brand valuation metrics are below:

 Difficulty in getting questionnaires filled: Most respondents filled the questionnaires but some
did not want to fill because of busy schedule. They had to be persuaded using all kinds of
motivation and incentives before it was filled.
 Time: In evaluating brand valuation, a lot of time was invested in knowing the worth of Lexta.
Different research methods were used in gathering data and each research method involves a lot
of attention in getting the findings.
 Difficulty in choosing the right metric to use: There are so many metrics in evaluating brand
valuation and identifying the right ones were difficult.
 Expensive: The challenges faced in evaluating brand valuation metrics is the cost involved. The
printing of the questionnaires, organizing a place for the interview and so on comes with cost.

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

The respondents were been refreshed as well which added more cost, this was to persuade them
and motivate them as well.
 Visually impaired: Questionnaires were unsuitable to those that were impaired visually. They
were ignored because questionnaires needed to be answered in writing even though visually
impaired are part of the customers and were not chosen to answer.
 Sample: To come up with the right evaluation, every customer is supposed to answer and this is
not possible so a sample of fifty were chosen to represent the rest which makes evaluation to be
bias.
 Structured questions: The questions were structured and respondents could not come up by
explaining the main reason why they are brand disloyal to Lexta brand.

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

ORGANISATION SUMMARY OF LEXTA GHANA LIMITED

Organisation name
Lexta Ghana limited is the organisation chosen
Type of organisation
It is a limited liability company founded as corporate entity in 2002 in Ghana. It is a profit making
organisation which is into producing of and supplying of household and corporate hygiene products. It is
an international company in parts of Africa.
Size of organisation
The number of employees at Lexta are about three hundred (300)
Range of products

 Mouthwash
Yazz Whitening, Yazz Herbal, Yazz Total care
 Toothbrush
Yazz Princess, Yazz Princess -2, Yazz Prince, Yazz Duke Toothbrush
 Washing powder
Yazz washing powder
 Toilet tissue
Yazz toilet tissue
Customer base
Lexta Ghana is into business to business (B2B) and business to consumers (B2C)
Main competitors
Unilever Ghana Limited and PZ Cussons Ghana limited are Lexta Ghana Limited‘s main competitors.
Other information
Vision:
To become the number one producer of household and business hygiene products in Ghana and parts of
Africa; thereby helping our customers stay clean every day.
Mission:
Drive customers to choose us over the competition by building win-win solutions with distributors and
wholesalers and equipping our team to deliver excellence.
Lexta Ghana Limited has now introduced the Yazz WC Gels, Yazz – Multi – purpose all cleaner, Yazz
ultra dish washer and Yazz Soap Cream.

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Mastering Metrics (2201) – December 2015 Membership Number: 38452630

REFERNCES
Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2009)
Aeker, D. (1991) Managing Brand Equity: capitalizing on the value of a Brand Name. Free Press, New
York.
Winters, L. C. (1991) Brand equity measures: some recent advances, Marketing Research, Vol. 3
Keller K. L. (2008) Strategic Brand Management. Pearson Press.
Agarwal M. K and Rao V. (1996) An empirical comparison of consumer –based measures of brand
Equity, Marketing Letters
Gitman, L. J. and Carl, D. M. (2005) The Future of Business: The Essentials. Mason , Ohio: South-
Western
Farris, P. W.; Neil T. B.; Phillip E. P.; David, J. R (2010) Marketing Metric: The Definitive Guide to
Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc
Mittal, Vikas and Frennea, Carly (2010) Customer Satisfaction: A Strategic Review and Guidelines for
Managers
http://papers.ssrn.com/com/sol3/papers.cfm/abstract_id=23345469
Daye, Derrick (2010) Brand salience: Why it’s important for your brand. Branding Strategy Insider.
http://www.brandingstrategyinsider.com/2010/05brand-salience--its-important-for-your-brand.html
(Accessed 25 November 2015)

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