Sunteți pe pagina 1din 48

BRAND AWARENESS

INTRODUCTION
For developing a new promotion strategy based on corporate objectives which includes identifying the corporate growth role for new products scanning the external environment, analyzing the industry, assessing the firms new product experience, internal capabilities and corporate culture the organization has to depend on market research. Thus, it becomes a necessity for a business to run. The outcome of which is a set of strategic roles that help identify the markets for which new products will be developed. I present the report, which will enable the organization to achieve the corporate objectives i.e., primarily to establish the brand in the market and to play a dominant role as a Market Leader. The research is conducted to study the present market situation and thus this study has gained significance. I carried out this study in order to get an over all view of the market, different branches and scope of Dukes products. I believe that this study will give great deal of information to the organization. I hope that the objectives would be accomplished by the detailed survey

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

taken up in different segments of Hyderabad with the school students. I put my best efforts to make this objective successful.

I am very pleased to hear a good word of mouth from the industry about the successful brands of Dukes. It has a very good brand image and had built a good reputation in the market. I strongly believe that with the help of the most modern and well-equipped R&D lab, manufacturing facilities with international standards, vision of the top management about the future, sincere, hard working and skilled manpower make this organization best in the industry. Today there are over 3000 employees, various C&F agencies with the main Head office is Hyderabad.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

NEED FOR THE STUDY:


Brand image is an era and reputation that the product gains through its brand name. Building brand image helps the organization in achieving targeted sales and to sustain in the market for a long time. It helps the organization in increasing the awareness level of consumers and also makes the product competitive in the market. Every organization needs to improve level of brand awareness and identify customer preferences for various products so that they can implement measures for enhancing brand awareness and for attracting prospects. Hence, a study has been undertaken on brand awareness.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

SCOPE OF THE STUDY


The study contains important data about brand awareness and

the performance of DUKES brand. It will be useful to the company. This study will help further advance study on RAVI FOODS Pvt. Ltd. The Study is focused on twin cities Hyderabad and Secunderabad.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

OBJECTIVES
To study and analyze the customers awareness level of DUKES.

To identify and analyze factors that influences the customer preference. To measure the impact of promotional tools on Brand awareness. To find the attitude of the children towards the DUKES.

To identify the various sources through which brand awareness can be created. To find the preferences of school children.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

METHODOLOGY OF THE STUDY

RESEARCH DESIGN: Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions. Descriptive research design was chosen for the present study. Data sources:
The study is mainly based on the data collection from primary as well as secondary sources.

Primary data: Primary data are data collected for specific purpose. Primary data is collected directly from the students through administering questionnaire.
Department of MBA,BITS ,KMM

48

BRAND AWARENESS

Secondary data:
Secondary data are data that were collected for another purpose and already exist some where. Secondary data was collected from company records and catalogs.

Research approach:
Survey method is adopted to collect the needed information from the respondents.

Research instrument:
Here for this study the researcher used well designed and structured questionnaire as a research instrument it include both open & closed ended questions. The questionnaire is personally administered to the respondents.

SAMPLING DESIGN: Definition of population:


The population for the study includes students who prefer Dukes brands.

Sampling procedure:
For selecting the defined size of sample from the target population convenience, a non probability sampling technique is adopted.

Sample size:
48 Department of MBA,BITS ,KMM

BRAND AWARENESS

A sample of 250 students was selected from the targeted population for the present study.

STATISTICAL TOOLS USED:


For the purpose of analysis, weighted average method and percentage method are used for calculations and the result was interpreted. This test was used to minimize the error of the data collected. Graphs were used to represent the data for the better and accurate interpretation of the results.

Statistical tools used:


Simple tools are used for analysis purpose. They are as follows: 1. Percentage analysis 2. Weighted Average method

PERCENTAGE ANALYSIS Percentage refers to a special kind of ratio in making comparison between two or more data and to describe relationships between the datas. Percentage can also be used to compare the relative terms, the distribution of two or more series of data.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

WEIGHTED AVERAGE ANALYSIS


There are cases where the relative importance of the different items is not the same. When, this so, the researcher can use the weighted arithmetic mean. The Weight stands for the relative importance of the different items. The formula for computing weighted arithmetic mean is: Xw = WX / W Where -- Xw represents the weighted arithmetic mean -- X represents the variable values, i.e., X1, X2, ..Xn. -- W represents the weights attached to variable values, i.e., W1, W2 Wn, respectively. An important problem that arises while using weighted mean is regarding selection of weights. Weights may be either actual or arbitrary. i.e., estimated. Needless to say, if actual weights are available, nothing like this. However, in the absence of weights, arbitrary or imaginary weights may be used.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

The use of arbitrary weights may lead to some error, but it is better that no weights at all. In practice, it is found that if weights are logically assigned keeping the phenomena in view, the error involved will be so small that it can be easily over looked.

METHODOLOGY
Primary and secondary data were collected with the help of

questionnaire and report of the company respectively. Primary data was collected by Questionnaire method. Secondary data was collected from the Manuals, Brochures and website of the company.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

LIMITATIONS:
1. This study was based on Hyderabad and Secunderabad Twin Cities only. 2. Some of respondents did not completely answered to the

questions as they were busy with their work. 3. The Respondents are selected on simple random sampling 4. Time is also one of the constraints . method.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

INDUSTRY PROFILE
Biscuits are categorized as impulse buying product in the market. Biscuits are being consumed by all sectors of the society across the urban and rural markets in almost all parts of the country. In India, biscuits are being manufactured both in organized and unorganized sectors. India is the worlds second largest biscuit manufacturing country more than Rs.3000 crore biscuit industries. China is the global market leader in biscuit industry and makes 1.2 million tonnes of biscuits per annum. But what makes India a delicious proposition is that, despite these huge volumes, the percapita consumption of biscuits in India is about 1.2 kg, compared to more than 12 kg in developed countries. In just last few years, the biscuit business has expanded dramatically with the entry of several multinational players. Measured by the number of companies, there should be a significant decline in industry concentration perhaps more than half, however just as it was before the entry of the multinational players. Britannia still hold over Indians branded biscuits business segment. The organized sector may soon overtake the unorganized sector in volumes. The recent studies on biscuit industry tells us the organized sector produces 5 lakhs tonnes per annum, while the unorganized sector accounts for another 7 lakhs tonnes. In last few years PROTECH has conducted studies on biscuit industry, and as per the studies the organized sector is growing at 14% annually, where as the unorganized sectors growth has slowed down at 8%.form Britannia, Parle, Dukes, Nutrine, Rose
48 Department of MBA,BITS ,KMM

Parle and

BRAND AWARENESS

etc., are the major players in biscuit industry in Hyderabad. Britannia is the market leader with high market share followed by Parle and Dukes. Dukes with its wide range of products and with strict quality control, it is continuously improving in India for last few years. Competition form unorganized sectors is totally uncontrollable. There is a fierce competition in this industry. Major players in the biscuit industry have established their brands with a definite market share. On average, the industry spends 5 to 10 percent on advertisements in the media, sponsoring sports and games participation in exhibitions as part of their volume/brand building exercise. The biscuit industry is providing employment to thousands of people directly and lakhs indirectly and contributing their share to the government in the form of taxes.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

COMPANY PROFILE
RAVI FOODS PVT. LTD., was started in a modest way in the year 1995 in Hyderabad. Today it is multi product conglomerate with a turnover in excess of Rs.35 crores. RAVI FOODS PVT. LTD., is literally cracking with energy as it is manufacturing a wide variety of biscuits, wafers and confectionary under the brand name DUKES. It is an ISO 9001, Hyderabad based company. Currently, it manufactures 5,100 tonnes of biscuits, 900 tonnes of confectionary, 300 tonnes of cream filled wafer and tonnes of choco based products every year. The company is equipped with the latest and sophisticated imported machinery that minimize the human handling, thus ensuring quality maintenance of the products, at every state of production and packaging. One of its kind and most modern cream filled wafers manufacturing plant has been imported from Germany and installed for high quality production.

LOCATIONAL ADVANTAGE: The factory is located on the national highway-7 on the Bangalore route in Hyderabad. The transportation of raw material and finished goods is very convenient through different modes.

VISION OF RAVI FOODS:


Department of MBA,BITS ,KMM

48

BRAND AWARENESS

It is our endeavor to bring you rich, nutritious and quality products by enhancing and upgrading the technology constantly. We firmly believe that doing our job earnestly is the best service we can render our nation.

GROWTH AND PERFORMANCE:


Any great journey starts with a small step. This has been the case with Ravi foods. It is started off in a modest way ten years ago; gradually it has grown to international stature. Expansion is sign of growth, the company set up other concern units at various locations to cater to the ever growing demand at a competitive price. The company is equipped with the latest and sophisticated Imported machinery that minimize the human handling, thus ensuring quality maintenance of the products, at every state of production and packaging. Further more, the R&D lab; warehousing and storing facility meet the international standards. One of its kind and most modern cream filled wafers manufacturing plant has been imported from Germany and installed here for high quality production. With this the company image is growing day by day in Biscuits and confectionary industry. DUKES becomes mark of quality to the customers. Ravi foods understand the importance of maintaining the ecological balance. So, Ravi foods function with in the reasonable limits of anti pollution norms.

PRODUCTION TEAM:
A team of highly experienced and technically qualified professionals run the plant. The production team led by skilled and experienced Bakery technologists who had worked with renowned food processing houses of international repute. They are responsible for the highly motivated and quality conscious team of production and R&D unit.

MARKETING TEAM:

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

The distribution and marketing network is equally strong and complements the production team. The credit for the popularity and availability of DUKES even in interior towns goes to the enterprising marketing team of the company. More than 50 varieties of Biscuits, wafers and confectionary make the DUKES product mix and marketing strength. Being an ISO-9001 certified company, DUKES has always stood to meet the customers changing needs with a special emphasis on quality choice and cost benefits

DISTRIBUTION:
Ravi foods pvt. Ltd., has a nation wide market with its three level distribution network. The distribution channel of Ravi foods private limited is

Manufacturer Sales depots Distributor Retailer Customers


In Hyderabad 26 distributors are there. ORGANIZATION STRUCTURE:

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

The marketing team of DUKES is strong and complements to the production team. The credit for the popularity of DUKES even in interior cities goes to the enterprising marketing team of the company. The marketing department structure is

Board of director Zonal sales manager Area sales manager Senior officers Sales representatives Field officers

PRODUCT LINE OF DUKES:

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

DUKES

confectionary Wafers Masti chocolate Masti orange Masti strawberry Masti Chaco mix Masti pineapple Masti vanilla Chocolates Big bite Meltz Sweet hearts Biscuits Merry milk Marie break Nice Saltx Crack crispy Cream Masti Butter munch Cream magic Cream Bourbon Kaju munch Glucose
Soft boiled (toffees) Hard boiled (candy)

Mera lacto Jadoo Coconutties Cool mints Coffee maza Orange candy

Merry milk Coffee gold Chaco bar

BRAND:

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller and to differentiate them from those of competitors. Consumer view a brand as an important of a product, and branding can add value to a product. Branding has become so strong that today hardly anything goes unbranded. Branding helps buyers in many ways. Brand names consumers identify products that might benefit them. Brands also tell the buyer something about product quality. Buyers who always buy the same brand know that they will get the same feature, benefits, and quality each time they buy. Brandings also gives the seller several advantages. The brand name becomes the basis on which a whole story can be built about a product special quality. The sellers brand name and trade mark provide legal protection for unique product features that otherwise might might be copied by competitors and branding helps the seller to segment market.

BRAND EQUITY:
Brands are more than just names and symbols. Brands represent consumers perceptions and feelings about a product and its performance everything that the product or service means to consumers. As one branding expert suggests, Ultimately, brands resides in the minds of consumers. Thus, the real value of a strong brand is its power to capture consumer preference and loyalty. Brand equity is the positive differential effect that knowing the Brand name has on consumer response to the product or service. A measure of brands equity is the extent to which consumers are willing to pay more for the brand.

BRAND POSITIONING:
Department of MBA,BITS ,KMM

48

BRAND AWARENESS

Marketers need to position their brands clearly in target customers minds. They can position brands at any of three levels. At the lowest level, they can position the brand on product attributes. A brand can be better positioned by associating its name with a desirable benefit. When positioning a brand, the marketer should establish a mission for the brand and a vision of what the brand must be and do. A brand is the companys promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers.

BRAND SELECTION:
A good name can add greatly to a products success. How ever, finding the best brand name is a difficult task. It begins with a careful review of the product and its benefits, the target market, and proposed marketing strategies.

CO-BRANDING:
Co-branding products for many years, there has been a recent resurgence in co-branded items. Co-branding occurs when two established brand names of different companys are used on the same product.

THEORITICAL CONCEPT OF BRAND AWARENESS :

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

Students has a decision maker comes to the market place to solve his consumption problems and to achieve the satisfaction of his needs. The buying process is composed of a number of stages and is influenced by an individuals Psychological Frame Work composed of his personality, motivation, perception and attitude.

BRAND AWARENESS STAGE: Decision-Marking Process Psychological Frame Output Behavior

Input Stimuli

Personality
Firms Marketing Efforts

Need Recognitio
Product Awareness

Intention

Evaluation

Motivation

Interest Interest Breakdown Attitudes

Evaluation

Post-Purchase behavior

Social

Environme nt

Repeat

Discount

The student is exposed to the existence of a product that may satisfy a need. This awareness may be an account of the search carried out by the student

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

himself or because of a firms communications through advertising or salesmanship or through social environments. Awareness may be neutral or active. When no need is currently recognized by student the awareness is neutral because there is no immediate interest in it and when the student is already aware of a product and subsequently recognizes a need, then the product awareness is active, and immediately is converted into interest. Student interest is indicated in the Consumers willingness to seek further information about the product. Output is the end result of the inputs of student behavior. It emerges after these inputs duly processed by the student. Output is composed of purchase and postpurchase behavior.

CONSUMER BEHAVIOUR:In earlier times, marketers could understand consumers through the daily experience of selling to them. But the growth in the size of companies and markets has removed many marketing managers from direct contact with customers increasingly. Managers have had to rely on students research for answers to the following key questions about.

Who constitutes the markets What does the market buy Why does the market buy Who participating in the buying How does the market buy When does the market buy -

Occupants? Objects

Objectives? Organizations Operations? Occasions

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

Where does the market buy

Outlets?

Marketing and environmental stimuli enter the buyers consciousness. The buyers characteristics and decision process lead to certain purchase decisions. The marketers task is to understand what happens in the buyers consciousness between the arrival of outside stimuli and buyers purchase decision.

Marketin g Stimuli

Other Stimuli

Buyers

Buyers

Buyers Decision

Characterist Decision Process ics

Product Price Place Promotion

Economical Technologic al Political Cultural Cultural Social Personal Psychological Problem Recognition Information Search Evaluation Decision Post Purchase Behavior

Purchase Choice Brand Choice Dealer Choice Purchase Amount Purchase Timing

A consumers behavior is also influenced by such social factors as reference groups, family and social roles and status.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

A buyers decision are also influenced by personal characteristics, notably the buyers age and lifecycle stage, occupation, economic, circumstances, lifestyle and personality and self-concept.

Introduction stage:
The introduction stage starts when the new product is launched. It takes time to roll out the product in several markets and to fill the dealer pipe lines, so sales growth is apt to be slow. In this stage, profits are negative or low because of the low sales and heavy distribution and promotion expenses. Much money is needed to attract distributors and fill the pipelines. Promotional expenditures are at their highest ration to sales because of the need for a high level promotional effort to (1) Inform potential consumers of the new and unknown product. (2) Induce trail of the product. (3) Secure distribution in retail outlets. There are only a few competitors, and they produce basic versions of the product. Since the market is not ready for product refinements. The firms focus their selling on those buyers who are ready to buy, usually higher income groups. Prices tend to be on the high side because
(1) Costs are high due to relatively low output rates. (2) Technological problems in production may have not yet been fully

mastered. (3) High margins are required to support the heavy promotional expenditures which are necessary to achieve growth.
48 Department of MBA,BITS ,KMM

BRAND AWARENESS

MARKETING STRATEGIES IN THE INTRODUCTION STAGE :


In launching a new product, marketing management can set a high or a low level. For each marketing variable, such as price, promotion, distribution, and product quality. Considering only price and promotion, management can pursue one of the four strategies.

PROMOTION
High High
48 Department of MBA,BITS ,KMM

Low

BRAND AWARENESS

PRIC E

Slow Rapid Skimming Strategy Skimming Strategy

Rapid Penetration Strategy


Low

Slow Penetration Strategy

A rapid skimming strategy consists of launching the new product at a high price and a high promotion level. The firm charges a high price in order to recover as much gross profit per unit as possible A slow skimming strategy consists of launching the new product at a high price and low promotion. The high price helps recover as much gross profit per unit as possible, and the low level of promotion keep marketing expenses down.

A rapid penetration strategy consists of launching the product at a low price and spending heavily on promotion. This strategy promises to bring about the fastest market penetration and the largest market share. A slow penetration strategy consists of launching the new product at a low price and a low level of promotion. The low price will encourage rapid product acceptance.
Department of MBA,BITS ,KMM

48

BRAND AWARENESS

1: Are you aware of brand DUKES.

S.NO. 1

PERTICULARS NO.RESPONDENTS PERCENTAGE YES 229 92%

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

NO Total

21 250

8% 100.00%

AWARE OF BRAND DUKES

8%

YES NO

92%

INTERPRETATION:
From the above table 92% of school students are aware of brand DUKES and 8% of school students dont know about the DUKES brand.

2: What are product lines of DUKES you are aware of.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S.NO 1 2 3 4 5

PARTICULARS BISCUITS CHOCOLETS WAFERS CONFECTIONARY BISC&CHOCKLAT TOTAL

NO.OF PERCENTAGE RESPONDENTS 109 40 47 8 25 229 48% 17% 21% 3% 11% 100.00

PRODUCT LINE

11% 3% 48% BISCUITS CHOCOLETS WAFERS CONFECTIONARY BISC&CHOCKLAT 17%

21%

INTERPRETATION: From the above table 48%of students aware of biscuits and
17% of students aware of chocolates and 21% of students aware of wafers and 3% of students aware of confectionary and 11% of students aware of biscuits & chocolates of the Dukes Brand.

3: which product of DUKES you consume most.


Department of MBA,BITS ,KMM

48

BRAND AWARENESS

S.NO 1 2 3 4 5 6 7

PARTICULARS BIGBITE MUNCH WAFFY MARIE BREAK CREAM MAGIC SALTKISS TOTAL

NO.RESPONDENTS PERCENTAGE 66 89 19 8 21 26 229 29 39 8 4 9 11 100

VARIOUS PRODUCTS& THEIR CONSUMPTION

11% 9% 3% 8% 29% BIGBITE MUNCH WAFFY MARIE BREAK CREAM MAGIC SALTKISS 40%

INTERPRETATION: From the above table 29% of students areConsuming


BIGBITE and 40% of students are consuming MUNCH and 8% of students are consuming WAFFY and 3% of students are consuming MARIE BREAK and 9% of students are consuming CREAM MAGIC and 11% of students are consuming SALT KISS.

4: what is the other product of DUKES you are aware of?


Department of MBA,BITS ,KMM

48

BRAND AWARENESS

PRODUCTS Burbon Nice Glucose Marry milk Nothing Total

NO.OF.RESPONDENTS 28 32 17 40 112 229

PERCENTAGE 12 14 8 17 49 100

OTHER PRODUCTS OF DUKES


0% 0% 12% 0% 14% 50% 0% 7% 0% 0% 17% Nice Glucose Marry milk Nothing PRODUCTS Burbon

INTERPRETATION: From the above table 12% of children aware of BURBON,


14% of aware NICE, 7% of aware GLUCOSE, 17% of marry milk and 50% of children dont know other products of DUKES.

5: How do you know about brand DUKES

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S.NO. 1 2 3 4 5 6

PARTICULARS ADVERTISEMENT FRIENDS SHOPE KEEPERS OTHERS MORE THAN ONE TOTAL

NO.OF RESPONDENTS 62 52 45 2 6 168

PERCENTAGE 37 31 27 1 4 100

VARIOUS INFORMATION SOURCES


4% 1% 27% 37% SHOPE KEEPERES OTHERS 31% MORE THAN ONE

ADVERTISEMEN T FRIENDS

INTERPRETATION: From the above table, 37% students came to know about the
DUKES through Advertisement and 31% of students came to know by friends and 27% of student known by shopkeepers.

6: How do you rate DUKES in comparison to other brands

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

PERTICULERS PRICE QUALITY AVAILABILITY

DUKES 110 58 45

BRITANIA 75 94 115

ITC 26 64 60

PARLE 15 9 4

OTHERS 3 4 5

DUKES

45 PRICE 110 58 QUALITY AVAILABILITY

INTERPRETATION: From the above data, It can be said that BRITANIA stood
first, DUKES ranks second, ITC ranks third, PARLE ranks fourth and others occupy last rank in terms of Price, Quality and Availability.

7: Do you prefer any other brands compared to DUKES

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S.NO 1 2 3 4

PARTICULARS YES NO

NO.OF.RESPONDENTS 154 27

PERCENTAGE 67 12 21 100

NONE OF THESE 48 TOTAL 229

BRAND PREFERENCE

21 % 12 % YES NO NONE OF THESE

67 %

INTERPRETATION: From the above table 67% of students prefer other brand and
12% of students dont prefer other brand and 21% of students dont prefer any brand other than Dukes.

8: Please rank the brands in terms of your choice.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S.NO 1 2 3 4

PARTICULARS BRIRANNIA DUKES PARLE I.T.C

NO OF RESPONDENTS 146 47 17 16

PERCENTAGE 64 21 8 7

RANK 1 2 3 4

1st RANK PERCENTAGES


7% 0% 8% 0% DUKES 21% 64% 0% I.T.C PARLE 0% 0% 0% PARTICULARS BRIRANNIA

INTERPRETATION: From the above data analysis, Most of the respondents


preferred Britannia with first rank, Dukes with second rank, Parle with third rank and ITC with fourth rank.

9: What attributes you look at when you confectionary.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S.NO 1 2 3 4 5 6 7 8

PARTICULARS QUALITY FRESHNESS TASTE PRICE PACKAGING AVAILABILITY MORE ONE TOTAL

NO OF PERCENTAGE RESPONDENTS 42 18 43 28 34 15 26 19 12 15 8 11 18 100

THAN 41 229

you look at when you buy bis&confectionary


0% 0% 18% 0% 11% 19% 7% 15% 12% 18% PARTICULARS QUALITY FRESHNESS TASTE PRICE PACKAGING AVAILABILITY MORE THAN ONE

INTERPRETATION: The respondents in case of confectionary, preferring the attributes with rank wise Quality, Freshness, Taste, Price, availability respectively. 10: Any features you dont like about DUKES. packing and

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S.No 1 2 3 4 5 6 7 8

PARTICULARS PRICE QUALITY PACKAGING TASTE NON AVAILABILITY NOTHING ALL TOTAL

NO.RESPONDENCE 55 50 16 23 23 58 4 229

PERCENTAGE 24 22 7 10 10 25 2 100

DONT LIKE ABOUT DUKES FEATURES


PARTICULARS 24% PRICE QUALITY PACKAGING 10% 10% 7% TASTE 22% NON AVAILABILITY NOTHING ALL

2% 0% 25%

INTERPRETATION: From the above table most of the children dont like price.
Qualities also dont like. Less children dont like packing also.

11: What is your opinion on brand DUKES.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S. No 1 2 3 4

PERTICULERS GOOD AVERAGE BAD NOTHING

NO.OF PERCENTAGE RESPONDENTS 152 66 51 11 15 22 5 7

opinion on dukes

5%

7% GOOD

22%

AVERAGE BAD 66% NOTHING

INTERPRETATION: From the above table 66% of school children respond good
22% of children respond average 5% of children respond bad and 7% of children not respond.

12: Which media do you think is the best suitable.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S.no. 1 2 3 4

PARTICULARS NO.RESPONDENCE PERCENTAGE T.V BROCHERS RADIO TOTAL 200 8 14 229 88 4 7 100

BEST SUITABLE MEDIA

4%

6%

T.V BROCHERS RADIO

90%

INTERPRETATION: Among all the media, T.V media stood first, Radio in
second place and Brochures in third place regarding suitability.

13: Who do you think will be the best communicate the message.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S.NO 1 2 3 4

PARTICULARS CELEBRITY CARTOON SLICE OF LIFE FANTASY TOTAL

NO.OF PERCENTAGE RESPONDENCE 41 18 114 20 54 229 50 9 23 100

BEST COMMUNIKATE THE MESSAGE


0% 0% 24% 18% 0% 0% 9% 0% 49% FANTASY PARTICULARS CELEBRITY CARTOON SLICE OF LIFE

INTERPRETATION: From the above analysis Cartoon is the best


respectively.

way of

communicating of the message whereas celebrity, Fantasy and Slice of life stands next

14: Which program tool will be the best?

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

S.NO 1 2 3 4 5

PARTICULARS PRICE OFF DISPLAYS SAMPLE CONTEST COUPENS

NO.OF RESPONDENCE 59 26 87 35 22

PERCENTAGE 26 11 38 15 10

BEST PROGRAM TOOL


0% 10% 0% 15% 0% 0% 11% 0% 38% 0% 26% PARTICULARS PRICE OFF DISPLAYS SAMPLE CONTEST COUPENS

INTERPRETATION: From the above table, program tools the price off, displays,
sample, contest, and coupons, ranks first, second, third, fourth and fifth respectively.

FINDINGS
Most of the respondents (92%) are aware of the brand DUKES.

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

Among the different product lines of the DUKES most of the people are aware

of biscuits, wafers, and chocolates. Which ranks in the series first, second, and third respectively, where as confectionary of the DUKES did not gain much awareness of the children.
Most of the children are consuming MUNCH, and the next place is BIGBITE.

DUKES gain most of the brand awareness through the advertisement. Compared to the other brand DUKES is rated for high price. DUKES stands third place in quality after BRITANIA and ITC respectively.
The availability of the DUKES in the shops, bakers easy less compared to the

popular brands BRITANIA and ITC. Most of the respondents are preferring Dukes subject to its availability.
DUKES is ranked second place in terms of choice. Where as BRITANIA stands

first. Most of the people proffering the confectionary by seeing the main attributes of freshness and quality. Most of the respondents desired change in the price of the DUKES. And most of the respondents desired to improve in the quality compared to the BRITANIA and ITC.
TV is the most power full media which is suitable in communicating the brand

image of the DUKES. To communicating the message cartoon is the best way as it attracts children. Regarding the sales promotion, sample is the best tool in promoting the brand DUKES.

SUGGESTIONS

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

There is a need to make the children aware of DUKES confectionary product line. Price is the one the most important factor. which influence the sales. as the most of the children felt the price of the DUKES is high. There is a need to once again make revive of the price. DUKES as to improve the quality and as to show a difference with the other brands. Availability of the DUKES in retail stores, bakers, school canteens have to be increased. The packing must be more attractive to draw the attention of the customer. Most of customers are the children, the cartoon is the best way to communicate message. Samples and price off are the best promotional tool which must be utilize by the DUKES to grab the market.

CONCLUSION

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

Ravi foods pvt.Ltd. is the Hyderabad based company with the turnover of 35crores though its a new company started in 1995. It has created a sensation in the market in the segment of Biscuits, Chocolates, Wafers and Confectionary with the brand name DUKES. As it is budding company compare to Britannia, ITC, and Joints. It is striving hard in gaining the customers through its brand name. The brand DUKES have a good image in the minds of customers and there is a need to penetrate into the rural market segment and make it available in as many as retail outlets. It got ISO 9001 certificate for its quality and got 66th place in the world.

BIBLIOGRAPHY

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

1. PHILIP KOTLER MARKETING RESEARCH Millennium Edition Prentice-hall of India Pvt Ltd, New Delhi. 2. G.C.BERI MARKETING RESEARCH-VIII Edition Tata Mc_GrawHill publishing company Ltd, New Delhi. 3. C.R.KOTHARI RESEARCH METHODOLOGY II Edition Wishwa prakasham publishers. 4. LEON G.SCHIFFMAN CONSUMER BEHAVIOR LESLIE LAZAR KANUK VI Edition Prentice Hall of India PvtLtd, New Delhi. Web sites: www.google.com www.dukesindia.com

QUESTIONNAIRE

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

Topic: Brand awareness of Dukes [Ravi Foods Pvt.Ltd] and impact of promotional tools on Brand awareness. Name Address : :

1) Are you aware of brand Dukes? Yes [ ] No [ ]

2) What are the product lines of Dukes you are aware of? Biscuits Chocolate [ ] [ ] Wafers [ ] ]

None of these [

3) Which product of Dukes you consume the most? Big Bite [ ] ] Munch [ ] ] Waffy Salt Kiss [ [ ] ]

Marie Break [

Cream Magic [

4) What are the other products of Dukes you are aware of? A)_________ B) ________ C)________ D) _________ 5) How do you know about Brand Dukes? Advertisement Shop Keepers [ [ ] ] Friends others [ [ ] ]

6) How do you rate Dukes in comparison to other brands?

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

High Price ---------------------------- Low Price

High Quality ---------------------------- Low Quality Availability --------------------------- Availability (Easy) (Difficult)
7)

Do you prefer any other brand compared to Dukes? If yes Why If No Why

8) Please rank the Brands in terms of your choice (in order of preference)? Dukes Britannia I.T.C Parle [ [ [ [ ] ] ] ]

9) What attributes you look at when you buy Biscuits and Confectionary? Price [ ] Quality ] Taste [ [ ] Freshness [ ] ]

Packaging [ 10)

] Availability [

Any features which you dont like about Dukes? Price [ ] Quality [ ] Packaging [ ]

48

Department of MBA,BITS ,KMM

BRAND AWARENESS

Taste 11)

] Non Availability [

] Nothing

What is your opinion on Brand Dukes? ___________________________________ ___________________________________

12)

Which media do you think is the best suitable for brand

promotion? T.V. [ ] ] Radio [ ] If any other specify-----

Brochures [ 13)

Who do you think will be the best to communicate the

message? Celebrity Slice of Life 14) [ ] [ ] Cartoon [ ] Fantasy [ ]

Which promotional tool will be the best? Price offer [ ] Sample [ ] Displays [ ] Contests [ ]

48

Department of MBA,BITS ,KMM