Hi,
My name is Eric Foong. I am a Master Student of a course named Master of
Science in Management Information System. I am studying in INTI International
University College (http://www.intimal.edu.my), which is located in Malaysia.
The purpose of this email is the notification to the Ubuntu Linux
Marketing/Branding Team that I am conducting an academic research project
related to the branding of Ubuntu Linux. The title of my research project is
“Branding strategy for Ubuntu Linux: Brand Association’s Critical Success
Factor Perspective”.
The result of the research benefits to Canonical Ltd, the main sponsor of
Ubuntu Linux, and Ubuntu Linux’s Marketing/Branding Team because the research
tends to understand the consumer behavior and needs towards Operating System
from the perspective of brand association’s critical success factors. The
research provides better insight to the awareness strategy because the
research’s findings and recommendation help marketers/brand practitioners to
plan the branding strategy in more accurate manner and achieve cost-effective
purpose.
The research project serves two objectives. They are:
1. Evaluate the brand association’s critical success factor for Ubuntu
Linux.
2. Critically evaluate the branding strategy for Ubuntu Linux from the
perspective of brand association
In order to achieve the research objective, two research questions have been
designed. They are:
1. What is the brand association’s critical success factor that meets
consumer’s need?
2. What is the branding strategy available for Ubuntu Linux from the
perspective of brand association?
The outcomes of this research project includes:
l The findings provide improvement suggestion to the brand and product based
on the consumer’s viewpoint.
l It aid to the branding strategy of Ubuntu Linux.
So, I would like to acquire the cooperation from the Ubuntu Linux
Marketing/Branding Team to provide information and involvement to this research
project. The methodology used in this research project is as shown below:
1) Define the Research Objective
2) Plan the research.
3) Conducting the survey research and data collection using questionnaire
4) Analyzing the data
5) Make conclusion and recommendation
6) Discuss the result of research with Ubuntu Linux Marketing/Branding Team
In this process I will play the roles as researcher and involved in all the
five stages of the research. While the Ubuntu Linux Marketing/Branding Team may
involve in Stage 3 by providing the information regarding current status of
Branding of Ubuntu Linux, and comment on the questionnaire, which is designed
by me, for the quality of the instrument used. This information adds value of
accuracy of the research’s result.
The Ubuntu Linux Team is also required to be involved in the stage 6. In stage
6 I will make a few recommendation of branding strategy that can be used by
marketing/branding team and marketing/branding team will play a role as
decision maker to determine which branding strategy is suitable for the Ubuntu
Linux in Malaysia.
However, this research is mainly study the consumer population of Generation Y
in Malaysia. The research scope is also limited to the perspective of brand
association’s critical success factor and the consumer buying behavior.
If you agree with my project’s objective and feel interested in my research
project, please reply me as soon as possible. Currently the research has been
running for 38 days, and currently is at the data collection stage. This
research project indeed helpful to the Ubuntu Linux’s marketing/branding team.
It studies the relationship between branding strategy and consumer buying
behavior, which the result will be useful for the awareness strategy of Ubuntu
Linux in Malaysia. I would like to share the result of my research with zero
cost charged to the Ubuntu Linux Team.
So, the research project may help Ubuntu Linux’s market share growth in the
Asia region in the future, I see no reason for you not to agree to involve in
this research project. If you have any questions needed for clarification, feel
free to contact me and my project supervisor. If you would like to involve in
my research project as mentioned above, please reply me as soon as possible.
Hope to listen from you soon.
Thank you and have a nice day.
Regards,
Eric Foong Chee Soon ([EMAIL PROTECTED])
Christina Chin May May (project supervisor, [EMAIL PROTECTED], 606-7982000 ext
2451)
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