INTRODUCTION

Brand image:
 Brand name that conveys the product/service characteristics to local customers.
 Focus on communicating attributes of the product/service.
 Developing and communicating a suitable brand personality.

Brand judgment:
 Focusing on perceptions of local customers.
 Impact of communications on customer perceptions.
 Practices that complement the brand message.

Brand resonance:
 Personalized communication to all customers.
 Enhancing relationship through event based branding.
 One-on –one relationship.

Types of brand associations:

Stronger brands have more “shape and substance”: they evoke richer, stronger, and
more consistent favorable meanings and associations. According to Alex Biel points out these
associations can be “hard” dealing with tangible/functional attributes such as speed, price and so
on.
Brand Competition:
A company sees its competitors as other companies offering a similar products and
services to the same customers at similar prices.
Marketing Mix:
Marketers are numerous tools to elicit desired responses from their target markets.
The tools constitute a marketing mix. Marketing mix is the set of marketing tools that the firm
uses to purse is marketing objectives in the target market. I Cathy classified these tools into four
broad groups that he called the four Ps of marketing: product, price, place and promotion.

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Four P’s:
The four Ps represent the seller view of the marketing tools available for influencing
buyers point of view, each marketing tool is designed to deliver a customer benefit. Robert
Lauterborn suggested that sellers four Ps correspond to the customers four Cs.

Four Ps Four Cs
Product Customer solution
Price Customer cost
Place Convenience
Promotion Communication

Branding is a major issue in product strategy. On the one hand developing a branded
product requires a great deal of long-term investment, especially for advertising, promotion and
packaging. A brand is a name, sign, symbol or a combination of them indented to identify the
goods of services of one seller or group of sellers and to differentiate them those of competitors.
A brand is essentially a seller’s promise to deliver a specific set of features, benefits and services
consistently to the buyers. The best brands convey a warranty of quality. However, a brand is an
even more complex symbol.

David Ogivily-Every advertisement should be thought as a contribution to the

complex symbol, which is the brand image. If you take that long view, agret many day-to-day
problems solve themselves…Most of the manufactures who find it expedient to change the
image of their brand want it changed upward. Often it has acquired a bargain-basement image, a
useful asset in time of economic scarcity, but a grave embarrassment is boom days, when the
majority of consumers are on their way up the social ladder. It isn’t easy to perform a face-lifting
operation on an old bargain-basement brand…a steady diet of price-off promotions lowers the
esteem in which the customer holds the product; can anything, which is always sold at a
discount, be desirable. The manufacturer who dedicates his advertising to building the most
sharply defined personality for his brand will get the largest share of the market at the highest
profit.

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The components of a brand:
To understand how to build a brand, one first must understand the key components
of brand. These are:

Components of Brand

2. Attributes

1. Identifiers
Names,
Logos 3.Assciations
Color
Shape.

Identifiers:
The name, logo, color, shape-even taste-that is the cue that leads the customers to what
they believe the brand stands for.

Attributes:
Whatever the customer thinks of when he or she thinks of the brand. These may be the
product or service itself features benefits or needs may be positive or negative.

Associations:
The connections between the identifiers and the attributes. Powerful brands have
strong associations with a few attributes-ideally those attributes that are main drivers of customer
behavior.

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 The author recollects the opportunity when he worked with several corporate brand
managers to build a brand scorecard. Following are the measures found to be especially useful in
evaluating the strength of a brand:

 Perceived value
 Name recall
 Differentiation
 Relevance
 Trust
 Brand trial
 Customer satisfaction
 Recommend
The author’s group began by examining over 100 possible measures of brand and
ended up with the eight measures listed above.

Building a strong brand:

There are five major principles o building a strong brand:
1. Determine a powerful brand position.
2. Be disciplined in communicating that position over time and over markets.
3. Establish your brand position as soon as possible.
4. Make sure your employees understand your brand position and its importance.
5. Monitor and manage your brand your time

Methods used for valuing Brands:

A number of authors and consulting firms have proposed different methods for
brand valuation. The different methods consider that a brand’s value is:
1. The market value of the company’s shares.
2. The difference between the market value and book value of the company’s shares.
3. The difference between the market value and book value of the company’s shares
minus the management team’s managerial expertise.

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 4. The options of selling at a higher price and higher value and the options of growing
through new distribution channels, new countries, and new products new formats….due
to brand’s existence.

The brand life cycle:

The life of a brand mirrors the product life cycle from introduction growth, maturity,
decline and withdrawal. While the maturity and decline stages can be significantly extended
through innovation, proper brand management and rebranding efforts, ultimately the will brand
enter into decline and a decision might made to retire or kill the brand rather than invest in it.

Effective Global Branding:

Globalization is imperative in today’s borderless world and building global brands is
every marketer’s dream.
According to the customer based brand equity pyramid proposed by Keller the brand
building blocks include.

Brand Salience:
 Memorable brand message targeting local customers.
 Suitable symbolic image with higher visibility and recall.
 Connecting with customers through relevant events.

Marketing:
Marketing is a societal process by which individuals and groups obtain what they
need want through creating, offering, and freely exchanging products and services. For
managerial definition, marketing has often been described as ‘the art of the selling products.’
Marketing (Management)
Marketing management is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, services to create exchanges that satisfy
individual and organizational goals.

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Core Marketing Concepts:
Target Marketing and Segmentation:
A market can rarely satisfy everyone in a market. Marketer’s starts with market
segmentation. They identify and profile distinct groups of buyers who might prefer or require
varying products and marketing mixes.
Marketers and Prospects:
A marketer is someone seeking a response (attention, a purchase. a vote. a donation)
from another party, called the prospect. If two parties are seeking to sell something to each other,
we call them both markets.
Needs, wants and demands:
The marketer must try to understand the target markets needs, wants and demands.
Needs describe basic human requirements. People also have strong needs for recreation,
education and entertainments. These needs become wants when they are directed to specific
objects that might satisfy the need. Demands are wants for specific products backed by an ability
to pay.
Product or Offering:
People satisfy their needs and wants with products. A product is any offering that can
satisfy a need or want. A brand is an offering from a known source. All companies strive to build
strength-that is, a strong, favorable brand image.
Value and satisfaction:
The products are offering will be successful if it delivers value and satisfaction to the
target buyer. The buyer chooses between different offerings on the basis of which is perceived to
deliver the most value. We define value as ratio between what the customer gets and what he
gives. The customer gets benefits and assumes costs. The benefits include the financial benefits
and emotional benefits. The costs include monitory costs, time costs, and energy cots psychic
costs.

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Exchange and Transactions:
Exchange is only one of our ways in which a person can obtain a product. The person can use
force to get a product, as in a holdup or burglary. Exchange, which is the core concept of
marketing, involves obtaining a desire product for someone by offering something in return. For
exchange potentional to exist, five conditions must be satisfied.
1. There are at least two parties.
2. Each part has something that might be of value to the other party.
3. Each party is capable of communication and delivery.
4. Each party is free to accept or reject the exchange offer.
5. Each party believes it is appropriated or desirable to deal with the other party.
A transaction involves at least two things of value, agreed-upon conditions, a time of
agreement and a place of agreement.
Competition:
Competition includes all the actual and potent ional rival offerings and substitutes that
a buyer might consider.

Creating a positive Brand image:

This is especially true in small business, were there may be thousands of similar
companies varying for the customers attention, The easiest and most fruitful way to think of a
brand is an IMAGE that the audience remembers. This means That successful Branding of a
service or product is a creating an image that is positive, Relevant, and Memorable.
First and foremost, you want to create an image of your product or service,
which is positive. You want to create an emotional association with the product. According to
researchers, there are two basic ways that you can create these associations
The First way is through direct experience. In this approach a costumers experience
with the product or service impacts on the way that they see it. I.e. a positive experience means a
positive association. This can be very important if you are typing to reach repeat customers.

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Technical data:
Polyvinyl Acetate Dispersion Based Adhesive Confirming to I..S.I.Sp NO.4835 Dt.1979.
1.SolidContent 42%+2%
2.Filmproperties Transparent
3.Parcticle size 1 micron approx.
4.Ashcontents less than 2%
5.PH value between 5to7
6.Bulk Density 0.9kg
7.Glue Joint strength 300kg
8.Coverage 30to40sq.Ft.Perkg.
9.Viscosity 350to500 poise
Our focus area will match with our core values i.e., Observation, Co-ordination& Development.
We are committed to serve our esteemed Customers with utmost sincerity dedication to meet
their needs & expectations.

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 INDUSTRY PROFILE

History of Plastics and Polymers

Plastics are polymers. What is a polymer? The most simple definition of a polymer
is something made of many units. Think of a polymer as a chain. Each link of the chain is the
"mer" or basic unit that is made of carbon, hydrogen, oxygen, and/or silicon. To make the chain,
many links or "mers" are hooked or polymerized together. Polymerization can be demonstrated
by linking strips of construction paper together to make paper garlands or hooking together
hundreds of paper clips to form chains.

Polymers have been with us since the beginning of time. Natural polymers include
such things as tar and shellac, tortoise shell and horns, as well as tree saps that produce amber
and latex. These polymers were processed with heat and pressure into useful articles like hair
ornaments and jewelry. Natural polymers began to be chemically modified during the 1800s to
produce many materials. The most famous of these were vulcanized rubber, gun cotton, and
celluloid. The first semi-synthetic polymer produced was Bakelite in 1909 and was soon
followed by the first synthetic fiber, rayon, which was developed in 1911.

 1975 - Polymer Industries establishes its self in Henagar, Alabama and starts fabrication
of imported UHMW-PE for the paper industry
 1978 - Polymer Industries begins to distribute domestic made plastic sheets and rods
 1983 - Polymer Industries starts a distribution center in Atlanta, Georgia called Regency
Plastics and purchases a distribution center in Ware Shoals, South Carolina renaming it
Polymer Industries of South Carolina
 1986 - Polymer Industries starts to produce UHMW-PE rods and profiles through ram
extrusion

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 1991 - Polymer Industries purchases Dualite Plastics in West Monroe, Louisiana for
UHMW-PE sheet production through compression molding
 1994 - Polymer Industries starts to produce Polyolefin sheets through sheet extrusion
 1998 - Polymer Industries divests of distribution facilities in Atlanta, Georgia, and Ware
Shoals, South Carolina to focus soley on manufacturing
 1999 - Polymer Industries divests of Dualite Plastics in West Monroe, Louisiana
temporarily getting out of UHMW-PE sheet manufacturing
 2002 - Polymer Industries re-enters UHMW-PE compression molding at Headquarters
located in Henagar, Alabama
 2002 - Polymer Industries establishes a West Coast warehouse which is now located in
Salt Lake City, Utah
 2004 - Polymer Industries acquires UHMW-PE manufacturing facility in Hyderabad,
India
 2007 - Polymer Industries acquires a majority stake in Global Plastics in Oxford,
Wisconsin which is now Polymer Industries Avalanche Liner Division
 2008 - Polymer Industries purchases its first EX-L sheet press capable of making 8' x 20'
sheets
 2010 - Polymer Industries acquires UltraPoly in Tacoma, Washington, further expanding
its UHMW-PE capabilities
 2011 - Polymer Industries purchases its first 12 foot wide EX-L sheet extrusion line
 2013 - Polymer Industries acquires Nytef Plastics in Bensalem, Pennsylvania, getting into
high performance materials

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 Even with these developments, it was not until World War II that significant
changes took place in the polymer industry. Prior to World War II, natural substances were
generally available; therefore, synthetics that were being developed were not a necessity. Once
the world went to war, our natural sources of latex, wool, silk, and other materials were cut off,
making the use of synthetics critical. During this time period, we saw the use of nylon, acrylic,
neoprene, SBR, polyethylene, and many more polymers take the place of natural materials that
were no longer available. Since then, the polymer industry has continued to grow and has
evolved into one of the fastest growing industries in the U.S. and in the world.

Polymer Industry in India:

Polymers account for around 70% of petrochemicals and that is the reason that they
are the most important constituent of the Indian chemical industry. Polymers are essentially used
in the manufacture of various plastic products. In the consumption of the basic petrochemical,
polymers form the bulk of demand with a share of around 55%.The share of polymers in the
product mix in India for various crackers ranges from 60% to 90%. The segment of polymers
have registered a growth of 18% while there have been an increase of 26% in the capacities
CAGR.
The various byproducts of polymers are:

 Polystyrene
 PVC
 Poly propylene
 LDPE/ LLDPE
 HDPE

Polystyrene, a byproduct of polymers has a ` 435 crore market size. Its market price was
around ` 42.5 per kg in 1999. The major companies involved in the production of polystyrene are
Rajasthan Polymers, Mc Dowell & Co., and Supreme Petrochem. PVC, a polymers byproduct, is
in demand in the Indian market at 554,000 tons per annum.

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 This segment has been growing at the rate of 15% yearly. Around 54% of PVC is used
in the manufacturing of pipes and 14% is used in the production of cable sheathing. The cost of
PVC was ` 44.95 per kg in 1999. The main companies involved in the production of PVC are
IPCL and RIL.

Polypropylene is a very light weight polymer and that is the main reason why it is used as
a substitute for various other polymers. During 1997-1998, around 11,000 tons of poly propylene
was imported. Over the last 3 years, the demand for this product has increased by 38% and now
stands at 595,000 tons. The price of polypropylene was ` 47.50 per kg in 1999. It is mainly used
in the manufacture of injection molding, BOPP, ropes, twines, and

In India, low-density polyethylene (LDPE) and linear low density polyethylene

(LLDPE) are also widely used polymers. This segment of polymers is growing at the rate of 12%
per year. More than 50% of LDPE/ LLDPE is used by the packaging industry and they were
priced at around ` 54.25 per kg in 1999. The companies which make LDPE/ LLDPE are Oswal,
RIL, and IPCL. The second most used polymer in India is HDPE, with a share of 22%. The value
of its domestic consumption is ` 2, 123 crore and it is growing at the rate of 15% per year. It cost
around ` 50 per kg in 1999. HDPE is used in the manufacturing of raffia, blow molding, injection
molding, and in the paper industry as well. The companies involved in the production of HDPE
are NOCIL, RIL, and IPCL.

Polymers form an important constituent of the Indian petrochemical industry. So efforts must be
taken by the industry and the government of India, so that the production and quality of polymers
remain top class.

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 COMPANY PROFILE
Kores Vishwas
Kores started the Polymer Division in January 2004 with its manufacturing plant
located at Rudrapur, Uttaranchal. The products are sold through a wide network of dealers /
retailers (4500) spread all over the country.
Housing & Construction sector:
Observing the phenomenal growth in the Housing & Construction sector, we are
spearheading our ambitious operations in Furniture Adhesives & related areas. We are
introducing our product with the Brand Name: ’KORES VISHWAS’-A BOND OF TRUST: A
Premium Quality Adhesive with unsurpassed bonding strength.
Kores Vishwas is a premium Woodworking Adhesive based polyvinyl acetat dispersion. It
contains polyvinyl alcohol, plasticizers and special additives to make it suitable for furniture
industry.’ SYNTHETIC Adhesive has been introduced into the market with brand name
Vishwas, Vijeta, VSR999, sumo& to cater different segments. Kores (company)
Kores is a leading international brand of school and office products best known for solid glue
sticks, Kolores colored pencils and Scooter dry correction. The iconic Kores dactylo was also
portrayed on the cover poster of the Pedro Almodóvar’s The Flower of my Secret. Kores was
founded in 1887 by Wilhelm Koreska, the grandfather of Peter and Robert Koreska, the current
owners of Kores Holding Zug, Switzerland. The worldwide HQ of Kores is based in, Austria and
its main offices are in Mexico City, Caracas, Bogota, Prague, Paris and Shanghai. Kores has 2
key production facilities in Mexico City and Strmilov, Czech Republic.
History:
In the first part of 20th century, Kores expanded to become one of the world’s first
globalized companies that produced chemical office products such as, in countries as far and
wide as China and Egypt. Kores had its own company magazine, Kores Revue, and an official
sales handbook on how to sell carbon paper, which are displayed at the Kores museum display at
the Vienna HQ. Following a decline in carbon paper sales due to changing office technology,
Kores began focusing on the production of glue sticks and correction products from the 1990s,
expanding into the new markets of Eastern Europe, as well as supplying global businesses in
Western Europe and the United States.

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Kores Carbon Paper:
In the 2000s, under the leadership of Peter Koreska, Kores International Product
Management began innovating a growing number of products such as Scooter and 2Way, Neon
colored glue sticks, Bright Liner and Desk Pot and Design .
Line dispensers. Kores also introduced one of the largest ranges of colored index notes for
bookmarking and referencing. In 2009, the Kolores range of coloring pencils were launched
worldwide as Kores expanded into school products. Kolores colored pencils are known for their
soft application, vivid colors and clean sharpening. Following the success of Kolores, Kores
launched waxcrayons, felttippens, pencils and sharpeners.
By 2010, Peter and Robert Koreska had purchased back the Kores trademark rights for the
key markets of Germany, France, Italy, United Kingdom, Netherlands and Scandinavia, thereby
optimizing the Kores brand distribution potential. In the same year, Kores Germany launched a
complete program of printer consumables, including sink jet cartridges and typewriter ribbons,
which are offered to the international Kores network of customers. In 2011 Kores Prague
celebrated 15 years of production at its production plant.

Kores Distributors:
Kores branded products are distributed by the following companies: Komus,
Russia; Soft Carrier, Germany; Ecomedia, Switzerland; KTC, Netherlands; SP Richards, USA;
Office Distribution, Italy; Pacasa, Honduras; Universal, Costa Rica; Fatima, Guatemala;
Martinez, Paraguay; Mapa, Uruguay; King Jim, China; Random, Ukraine; Belkanton, Belarus;
Activa, Czech Republic; Corwell, Hungary; Bernasos, Egypt; Bouber, Tunisia.

The Future:
The recent CEO message celebrating 125 years of Kores by Kores President, Peter
Koreska, looks forward to a future where Kores continues to develop high quality, innovative
products in line with lifestyle, office and school trends.

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CORPORATE VISION:
Growing with the Opportunity...
There comes a wave in human affairs, which, when taken at the crest leads to success...
Since inception - over sixty years ago, Kores has been riding successive waves of opportunity.
The Kores ability to spot an opportunity and translate it into marketable products and services
has seen it emerge from its core competency in office products into a sprawling group with
interests in myriad industries.
Diversifying to meet consumer needs across Industries and Geographical market.
With feet firmly rooted in the Indian ethos...High quality products, social responsibility, fair
trade practices and a firm commitment to the environment we operate in, form the guiding
principles that shape our outlook. Emerging as an Indian Company with an International Outlook
Efforts to achieve higher efficiency in satisfying our customers.
Our involvement today spans the industries of Office Stationery, Writing Instruments,
Photo Copiers, Student Stationery, Drawing and Art materials, Currency Counting Machines,
Business, Machines & Computer Systems, Textiles, Chemicals, Foundries. This outlook, along
with original Research and Development and a relentless assimilation of the best technology
available worldwide, has seen Kores transform itself into a truly International Company in
outlook and activity.

Strong bonds Araldite Karpenter, introduced to the market by Huntsman Advanced

Material, is a premium white synthetic resin adhesive specially designed for bonding wood to
wood, ply to wood, decorative laminate, veneer, etc. Araldite Karpenter is primarily targeted at
carpenters, interior decorators, contractors and house holders. Araldite Karpenter is used for
bonding soft and hard species of wood as well as MDF, particle board and all types of wood
substitutes, edge bonding, post forming, hot press, finger jointing and wooden flooring (where
water seepage is not present). This product is recommended for lamination, wallpaper
applications, and work involving marble, metal and thermocol. It is also recommended for
bonding substrates where at least one of them is porous. Araldite Karpenter is easy to spread and
has superior bonding strength. Its water and heat resistance makes it suitable for usage in
kitchens, bathrooms and powder rooms. It has a high coverage area as it spreads easily.

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 It not only has a long shelf life, but also does not contain chemicals which could be
hazardous to health or cause harm on contact with skin. It has a mild odour and can be applied in
closed rooms.
Araldite Klad-X is another effective product for vertical cladding of
marble and granite. This multi-functional epoxy kit has enormous mechanical strength and
outstanding resistance to water and chemicals. The product works as an excellent adhesive for a
wide range of surfaces. It can be used for vertical cladding of marble/granite, for kitchen
platforms, staircases, structural bonding, affixing mirrors on granite walls and placing iron
beams in walls.
It can also be used as a bonding agent for external marble wall finishes and
tiles/bricks. Its other applications include concrete repair, tile pointing sealant, anchoring grout
for reinforcing steel, pre-stressing cables in concrete and rock, and bonding agent for
prefabricated concrete elements.

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 REVIEW OF LITERATURE
Our Brand analysis services help clients to better understand the drivers of business and
brand value. Understanding how value is created, where it is created and the relationship
between brand value and business value is a vital input to strategic decision making. By
furthering knowledge of this relationship, Brand Finance is able to help client’s leverage brand
value and ultimately maximize shareholder value.

Brand:
Once a brand has created positive sentiment among its target audience, the firm is said
to have built equity. Some examples of firm with brand equity – possessing very recognizable
brands of products – are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.

Legal protection given to a brand name is called a trademark.

Software brand strength is hard to measure accurately. Techniques from competitor

analysis can be used to compare companies over time. Crowley and Zajas have analyzed how to
determine the benefits of strong brand names in the software sector. Quantitative marketing
research by sampling large customer bases using adaptive conjoint techniques and qualitative
marketing research by focus groups and observing customers in stores are examples of
techniques they recommend.

Optional, good instincts, and creative thinking are not enough when it comes to brand
analysis. Brand analysis involved sizing up a business situation and deciding on a strategy. Two
major concerns of brand analysis are the industry and the existing competitive conditions. These
assessments are necessary essentials of brand analysis. They ensure the availability of long-term
direction, establishing appropriate objectives, and essentially creating an effective strategy.
Brand analysis includes knowing what a specific industry’s dominant economic features are.
Also, brand analysis examines what existing industry competition is like and how strong each of
the industry’s competitive forces.

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George M. Zinkhan, University of Houston
Brand image has been an important concept in consumer behavior research since the
early 1950s. Our analysis of 28 prior studies indicates that the definition of brand image has not
necessarily remained stable over a 35 year time period. Similarly, there exists little consensus
concerning how the construct should be operational zed. An attempt is made here to identify the
essential elements of brand image.
This means that our methodology takes into account all the many ways in which a
brand touches and benefits its organization – from attracting and retaining talent to delivering on
customer expectations. The final value can then be used to guide brand management, so business
can make better, more informed decisions. There are three key aspects that contribute to the
assessment.
Marketing and branding
Managing brands are mainly based on brand creation, brand decision, brand extinction,
brand product relationship, brand portfolio, and brand revitalization.
--S. Ramesh Kumar, Pearson.2007
Become the brand of choice
Branding in different sectors like customer sector, in industrial sector, in retail sector, in
service sector.
--Jason Hartman, jaico, 2009
According james walter Thompson in 1990 published a house and explaining trademark
explanation of what is know now as branding.
Brand management
Text and cases, harsh
--V. Varma excel
Compendium of brand management
--chunawalla, S.A, Himalaya

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 RESEARCH METHODOLOGY
Statement of the Problem:
It is perhaps more inclusive to think of brands image as encompassing all the
associations that a customer has for that brand: all the thoughts, feelings and imagery even
colors, sounds, and smells, that are mentally linked to that brand in the customer memory. Here
we will turn to those associations within the overall brand image that are typically called brand
personality, which include (but are not limited to) associations with particular characters,
symbols, endorsers, lifestyles and types of users. Together, such brand personality associations
crate a composite images of a brand that is not very different from the image of that we of other
people: they make us think of a brand as if it were a person. Just as a person will have certain
characteristics that define his or her personality, so can a brand. And, just as we “relate” to other
people, customers “have relationship” to brands: a customer might relate very intensely to one
brand, while another brand might be perceived as telling that customer “you’re not in my class”.
Brand personality can be uniquely rooted in a larger family of brands, r can be
independent and have a stand-alone brand personality. Independent brand personalities can be
very successful. But can experience arrested development by being unable to become more
relevant over time. Family brands produce brand of offspring rooted in the “genetic code” or
DNA of the brand –which provides the basis of what the have the potent ional to become.

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Scope of the Study:
The study restricted to only for Hyderabad city market. The outcomes of the research
may be applied to other part of Andhra Pradesh market.

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Need for the study:
The company newly introduced the brand of the Kores Vishwas so there is no brand
image of the products and plans to build a long-term image for the brand. Much of today’s
contemporary information on branding focuses on creating new brands the common approach in
establishing a brand is appropriate position in the customer’s mind. Therefore, the present
research probe the position of Vishwas brand in the target group
Such brands extensions bearing an already known brand name don’t require the huge
budgets otherwise require launching anew brand name. Companies use line extensions not only
to reduce the costs of launch, but also to boost acceptance and trail, because a well-known name
on the new product should presumably reduce the level of risk to the customer and to the retail
trade.
One reason is that the new product might not “Fit” very well with some of the
associations of the “Mother brand”. Another reason is that even if the world brand name “Fits”
well, it may lack the leverage or distinctive to be a competitive strength: the line extension may
simply been seen as a “me too “entry by costumers. The irony is that when brand names have
unique and strong, highly leverage able associations, I may reduce the “Fit” of that name with
other concepts companies must also be concerned that the line extension does not hurt the
association of the original brand.

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Objectives
1. To find the dealer’s preferences towards selling.
2. To find out how the point of sales would influence the image of the product
3. To study the quality of the brand.
4. To identify how the advertisements would influence the brand image.

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Research Design:
Preparation of Research design should be done with great cure as any error in it may
upset the entire project. Research Design infract, has a great bearing on the reliability of the
results arrived at and as such constitutes the firm foundation of the entire edifice of the research
work.
Research Method:
The method of study explains the systematic way of findings to predetermined
objectives. More over this provides the clear path to accomplish and achieve clear solution for
the problem stated. The following are the stages through which the researcher has passed to
obtain the conclusion.
Sample Unit:
A decision has to taken concerning a sampling unit before selecting sample unit can be
taken from customers & dealers of Kores Vishwas, of Kores India Ltd.at Hyd.
Sample Size:
Proposed to carry out 20 dealers, non dealers10 and 73carpenters of Kores Vishwas Brand.
Sampling Method:
Sampling Method is Convenience Sampling study. This method involves purposive
selection of particular units of the universe for consulting a sample, which represents the
universe. When population elements are selected for inclusion in the sample based on the ease
of access, it can be called as Convenience sampling. If a researcher wishes to secure data from,
say, buyers. At times such a procedure may give very biased results particularly when the
population is not homogeneous.

Selection of Sample:

Population in this study involved the adhesive dealers, non dealers and customers in
Hyderabad. The sample selected for this project was 20dealers, 10non dealers and 73 customers
were interviewed about the topic with sufficient knowledge to predict the brand image of the
product.
The research methodology included the data collection through primary and secondary
data. The primary data included the responses from the questionnaire formulated.

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Data Sources:
Sources of data:
Primary data:
The data, which are collected afresh for the first time, and these, happen to be original
character. So, the information is to be gathered from the customer’s and dealers of Kores
Vishwas of Kores India Ltd at Hyd. The questionnaire is the main instrument used to collected
primary data the questionnaire is designed to elicit the information about the brand image
associations for the Kores Vishwas product.

Secondary data:
Secondary data may be either published data or unpublished data. Secondary data means
data that is already available or the date that have already been collected and analyzed be some
one else. Secondary data is as collected from books and magazines.

Formulation of Questionnaire:

The questionnaire was formulated keeping in mind to determine the brand image of
adhesives. The questionnaire is mostly formulated opened. Basis with closed-end questions.
Through the area covered belongs to Andhra Pradesh keeping in mind the language that would
accepted universally the questionnaire was prepared in English framing 20 questions for dealers,
non dealers and 21 questions for customers.

Tabulation of Data:
The data collected through questionnaire it summarized as it will not give appropriate
results. The data is, summarized and tabulated will give not only the appropriate result but also
have a good view effect.
The observations are tabulated based on dealers and customers view point it is then analyzed,
based on various aspects tabulated.

24
Table 4.1 Indicating Nature of Business

Nature of No.of.respondents Percentage

dealers
Dealers 20 66.67%
dealing Kores
Non dealers 10 33.33%

Chart 4.1 Nature of Business

33.33%

66.67%

Source: Field survey

Interpretation:
In this study it was found that majority of nature of business 66.67%are dealing with
Kores Vishwas adhesive dealers followed by sales and 33.33%non dealers of the Kores Vishwas.

25
Table 4.2 Dealers Preferences in Selling the Kores Products:

Brand name No.of.Respondents Percentage

Kores Vishwas 12 14.46
Fevicol 26 31.33
Wood lok 18 21.69
Jivan Jor 17 20.48
Karpenter 8 9.64
Others 2 2.41

Chart 4.2 Dealers Preferences

2.41
14.46
9.64 Kores Vishwas
Fevicol
20.48 Wood lok
Jivan Jor
31.33
Karpenter
Others
21.69

Source: Field survey

Interpretation:
From the survey it is found that the dealer’s preference in selling Adhesive of Fevicol is
first with 31.33% and the next positions was found to be given for Wood lok at 21.69%, Jivan
Jor, Kores Vishwas, Karpenter, Others adhesives.

26
Table 4.3 Customer Purchases in the Market:

Brand name No.of.Repondents Percentage

Kores Vishwas 9 16.36
Fevicol 18 32.73
Wood lok 13 23.64
Jivan Jor 10 18.18
Karpenter 3 5.45
Others 2 3.64

Chart 4.3 Customer Purchases in the Market

5.45 3.64 16.36 Kores Vishwas

Fevicol
18.18 Wood lok
Jivan Jor
Karpenter
32.73 Others

23.64

Source: Field survey

Interpretation:
From the survey it is found that the dealer’s market position of the Adhesive of
Fevicol was first with 32.73% and the next positions were found to be given for Wood
lok23.64%, Jivan Jor, Kores Vishwas, Karpenter, Others adhesives.

27
Table 4.4 Point of sales would influence the image of the product:

Point of Sales No. of Respondents Percentage

Yes 18 60
No 12 40

Chart 4.4 Point of sales

40%
Yes
No
60%

Source: Field survey

Interpretation:
From the survey it is found that the immediately sales would be enhancing the products
image or brand image to the respondents with 60 % followed by 40%..

28
Table 4.5 Advertising is a major role in promoting:

Attributes No. of. Respondents Percentage

Strongly agree 16 53.33
Can’t say 11 36.67
Strongly disagree 3 10

Chart 4.5 Advertising Influence

10

SA
Can’t say
53.33
36.67 SDA

Source: Field survey

Interpretation:
In this study it was found that the advertisements would influencing the brand image of
the product would be strongly agree 53.33%, can’t say36.67% and strongly disagree10% would
influencing the advertising.

29
Table4.6 Promotional Benefits of the Brand:

Attributes No. of Percentage

Respondents
Strongly agree 12 40

Can’t say 9 30

Strongly disagree 9 30

Chart 4.6 Promotional Benefits

30
40 SA
CAN'T SAY
SDA
30

Source: Field survey

Interpretation:
In this study it was found that the promotional benefits would influencing the brand image
of the product would be appropriately accepted majority agreed in the 40%of the respondents
would influencing on the promotional benefits.

30
Table 4.7 The Benefits Comparing Competitors:

Attributes No. of Percentage

Respondents
Strongly agree 6 20
Can’t say 17 56.67
Strongly disagree 7 23.33

Chart 4.7 Comparison with competitors

BENIFITS TO CUSTOMERS COMPARISION

WITH COMPETITORS

23.33 20
23.33 20 SA
SA
CAN'T SAY
SDACAN'T SAY
56.67 SDA
56.67

Source: Field survey

Interpretation:
In this study it was found that the promotional benefits compare with the competitors
the brand of Kores Vishwas product would be appropriately accepted majority can’t say in the
56.67% and 23.33% of the respondents of the product benefits would be accepted

31
Table 4.8 Kores Vishwas Is A Quality Brand:

Attributes No. of. Respondents Percentage

strongly agree 9 30
can’t say 15 50
strongly disagree 6 20

Chart 4.8 Quality of the Brand

50
50
40
30
30
20
20
10
0
SA Can't say SDA

Source: Field survey

Interpretation:
In this study it was found that Kores Vishwas is a quality product or not. The respondents
about the product in the 50%of the respondents can’t say and 30%of the respondents strongly
agree and 20% strongly disagree.

32
Table 4.9 Features of Kores Vishwas with Competitors:
Features No.of.Respondents Percentage
Packaging 11 17.46
Price 13 20.63
Quality 9 14.29
Service 1 1.59
Promotional activities 14 22.22
Distribution of the product 6 9.52
Advertising 3 4.76

Chart 4.9 Factors of the Product

25
22.22
20.63
20 17.46
14.29
15

9.52
10
4.76
5
1.59
0
lity s ct g
gi n
g ice vic
e ie u sin
ka Pr Qu
a
er ti vit pr
od r ti
c S
la
c
he ve
Pa na t Ad
tio n of
o io
rom ib ut
P
istr
D

Source: Field survey

Interpretation:
From the survey it is clear that promotional activities are major motivational factor for
the product with 22.22% and second factor is price 20.63%and followed by packaging, quality,
distribution of the product, advertising, service are 17.46%, 14.29%, 9.52%, 4.76%, 1.59%.

33
Table 4.10 Customers prefer quality products or price

Attributes No. of Percentage

Respondents
Strongly agree 11 36.67
Can’t say 12 40
Strongly disagree 7 23.33

Chart 4.10 Customer Prefer Quality or Price

STRONGLY
23.33 AGREE
36.67
CAN'T SAY

STRONGLY
40
DISAGREE

Source: Field survey

Interpretation:
In this study it was found that the quality of the product wound accept in respect of price
respondents can’t say 40% the opinions of the customers prefer and followed by strongly agree
36.33% and strongly disagree 23.33%.

34
Table 4.11 Selling the products based on market condition:

Factors No. of Percentage

Respondents
Quality 15 50
Price 9 30
Demand 6 20

Chart 4.11 Market Conditions

20

QUALITY
50 PRICE
DEMAND
30

Source: Field survey

Interpretation:
In this study it was found that the respondents are based on the market conditions
selling the products would enhance the sales as follows quality50%, price30%and demand20%

35
Table 4.12 Dealers Selling Products Based On Margin:

Attributes No. of Percentage

.Respondents
Yes 19 63.33
No 11 36.67
Chart 4.12 Dealers Margin

36.67
Yes
No
63.33

Source: Field survey

Interpretation:
In the study it was found that majority of dealers selling products based on the margin
selling the products agreed 63.33% and followed by 36.67%.

36
Table 4.13 Availability Of Kores Vishwas Products Is Excellent:

Attributes No. of Percentage

.Respondents
Yes 22 73.33
No 8 26.67

Chart 4.13 Products Availability

26.67

73.33

Source: Field survey

Interpretation:
In the study it was found that the Kores Vishwas products distribution network is
excellent agreed 73.33% and followed by 26.67%.

37
Customers view point of brand image:

Table 4.14 Customer’s preferences of products:

Brands names No.of.Respondents Percentage

Kores Vishwas 10 13.33
Fevicol 25 33.33
Wood lok 19 25.33
Jivan Jor 15 20
Karpenter 4 5.33
Others 2 2.67

Chart 4.14 Customer Preferences of Brands

Kores Vishwas
5.332.67 13.33 Fevicol
20
Woodlok
33.33 Jivan Jor
25.33 Karpenter
Others

Source: Field survey

Interpretation:
From the survey it is found that the customer’s preference in purchases of Adhesive of
Fevicol first with 33.33% and the next positions were found to be given for Wood lok25.33%,
Jivan Jor20%, Kores Vishwas13.33%, Karpenter5.33%, Others2.67%

38
Table 4.15 Motivation to the Customer by the Dealer

Attributes No.of.Respondents Percentages

Strongly 15 20.55
agree
Agree 26 35.62
Undecided 20 27.39
Disagree 6 8.22
Strongly 6 8.22
disagree

Chart 4.15 Customer Preferences

40 35.62
35
30 27.39
25 20.55
20
15 8.22 8.22
10
5
0

E E
EE ED
E EE
R R ID RE G
R
AG A G
EC AG A
LY IS IS
G ND D D
O
N U LY
R G
N
ST R
O
ST
Source: Field survey
Interpretation:

From the survey it is found that the dealers motivated by the customers to purchases and
tells about the brand. Customer’s are respondents are to be majority of respondents are to be
favorable towards the brand agree35.62% and secondly undecided27.39%.

39
Table 4.16 Customer Purchases The Brand:

Attributes No.of.Respondents Percentage

Strongly agree 19 26.03
Agree 18 24.66
Undecided 20 27.39
Disagree 10 13.69
Strongly 6 8.22
disagree

Chart 4.16 Purchases of Brands

8.22
13.69 26.03

27.39
24.66

Source: Field survey

Interpretation:
From the survey it is found that the customer purchases the branded products.
Customer’s are respondents are to be majority of respondents are to be undecided27.39%,
Strongly Disagree26.03%respondents are as follows..

40
Table 4.17 Purchases of the product based on color:

Attributes No.of.Respondents Percentage

Strongly agree 24 30.42
Agree 14 27.39
Undecided 16 21.92
Disagree 10 13.69
Strongly disagree 9 12.32
Chart 4.17 Product color is the main choice

STRONGLY DISAGREE 12.32

DISAGREE 13.69

UNDECIDED 21.92

AGREE 27.39

STRONGLY AGREE 30.42

0 10 20 30 40

Source: Field survey

Interpretation:
From the survey it is found that the customers purchases the products are based on the
color. Customer’s are respondents are to be majority of respondents are to be favorable strongly
agree30.42%, and agree 27.39%respondents are follows.

41
Table 4.18 Product Gives The Value Of The Money:

Attributes No.of.Respondents Percentage

Strongly agree 15 20.55
Agree 24 32.88
Undecided 20 27.39
Disagree 9 12.33
Strongly 5 6.85
disagree

Chart 4.18 Value of Money

6.85
20.55
12.33

27.39
32.88

Source: Field survey

Interpretation:
From the survey it is found that the customers purchases the products are gives the value
of the money are based Customer’s are respondents are to be majority of respondents are to be
agree32.88%, undecided27.39% and strongly agree20.55% respondents are follows.

42
Table 4.19 The Good Product Fragrance

Attributes No.of.Respondents Percentage

Strongly agree 16 21.92
Agree 22 30.14
Undecided 18 24.66
Disagree 8 10.96
Strongly 9 12.33
disagree

Chart 19 Product Fragrances

12.33 21.92
10.96

24.66 30.14

Source: Field survey

Interpretation:
From the survey it is found that the customers purchases the products are based on the
fragrance. Customer’s are respondents are to be majority of respondents are to be favorable
agree30.14%, undecieded24.66%, strongly agree21.92% and disagree10.96, strongly disagree
12.33% respondents are follows.

43
Table 4.20 The Brand Advertisements:

Attributes No.of.Respondents Percentage

Strongly agree 21 28.77
Agree 20 27.39
Undecided 18 24.66
Disagree 6 8.22
Strongly disagree 8 10.96

Chart 4.20 Based on Advertisements

STRONGLY
AGREE
AGREE
10.96
8.22 28.77
UNDECIDED

24.66 DISAGREE
27.39
STRONGLY
DISAGREE

Source: Field survey

Interpretation:
From the survey it is found that the advertisement is an important promotional tool of
the product. Customer’s are respondents are to be majority of respondents are to be favorable
stronglyagree28.77%, agree27.39%, undecided24.66%, strongly disagree10.96%, disagree
8.22%respondents are follows.

44
FINDINGS:
1. 66.67%of dealers are dealing with Kores Vishwas adhesive dealers is followed by sales
and 33.33%non dealers of the Kores Vishwas.
2. The dealer’s preference in selling Adhesive of Fevicol was first with 31.33% and the
next positions were found to be given for Wood lok21.69%, Jivan Jor, Kores Vishwas,
Karpenter, Others adhesives.
3. Market position of the Adhesive of Fevicol first with 32.73% and the next positions
were found to be given for Wood lok23.64%, Jivan Jor, Kores Vishwas, Karpenter,
Others adhesives.
4. The advertisements would influencing the brand image of the product would be
strongly agree 53.33%, can’t say36.67% and strongly disagree10% would influencing the
advertising.
5. The Kores Vishwas is a quality product or not. The respondents about the product in
the 50%of the respondents can’t say and 30%of the respondents strongly agree and 20%
strongly disagree.
6. The promotional activities are major motivational factor for the product with 22.22%
and second factor is price 20.63%and followed by packaging, quality, distribution of the
product, advertising, service are 17.46%, 14.29%, 9.52%, 4.76%, 1.59%.
7. The majority of dealers selling products based on the margin selling the products
agreed 63.33% and followed by 36.67%.
8. The Kores Vishwas products distribution network is excellent agreed 73.33% and
followed by 26.67%.
9. The customer’s preference in purchases of Adhesive of Fevicol was first with 33.33%
and the next positions were found to be given for Wood lok25.33%, Jivan Jor20%, Kores
Vishwas13.33%, Karpenter5.33%, Others2.67%
10. The customers purchases the products are based on the color. Customer’s have
responded that they strongly agree i.e 30.42%, and agree 27.39%respondents are follows.
11. The customers purchases the products are gives the value of the money. Majority of
respondents are to be agree32.88%, undecided27.39% and strongly agree20.55%
respondents are follows.

45
SUGGESTIONS:
 Kores has to conduct some more dealership activities and promotional activities to
increase dealers.
 The dealer’s market position of Kores Vishwas is low 16.36% when compared to
competitors i.e Fevicol, it is better to increase the market position by more promotional
activities.
 Advertisements and promotional benefits will influence the brand image so Kores
Vishwas will improve the advertisements as 40% have expressed that they are influenced
by advertisements.
 50% of the respondents can’t say that Kores Vishwas is a quality product or not .so Kores
Vishwas have to improve the advertisements quality.
 Kores Viswas have to give more margins and benefits to the dealers and retailers as to the
competitors.
 Instead of putting more efforts in the urban markets it is adhesive better to concentrate
rural and semi urban Indian market.
 Getting a good brand ambassador would enhance sales of the kores vishwas.

46
CONCLUSION:
Kores vishwas must be promoted with low skimming strategies to occupy the market
share. Promotional campaigns necessary according to the culture and value of geographical
regions. Kores Viswas right now has a low market share and has to concentrate more on rural
market to increase its share.

47
Questionnaire:
1.Name(Optional):

2. Are you a dealer of Kores Vishwas?

a) Yes b) No

3. Which brand do you prefer in selling the following the brands?

a) Kores Vishwas c) Woodlok e) Jivan Jor

b) Fevicol d) Karpenter f) Others

4. Which brand normally customer purchases in the market?

a) Kores Vishwas c) Woodlok e) Jivan Jor

b) Fevicol d) Karpenter f) Others

5. Do you think the point of sale would enhance the sales of the products?

a) Yes b) No

6. Do you think advertising plays a major role in promoting the product?

a) Strongly Agree

b) Can’t say

c) Strongly Disagree

48
7. Do you agree that product promotional benefits to the customer would influence
Brand Image?

a) Strongly Agree

b) Can’t say

c) Strongly Disagree

8. Do you accept that the competitors of Kores Vishwas are providing major benefits to
the customer?

a) Strongly Accept

b) Can’t Say

c) Strongly rejects

9. Do you think that Kores Vishwas is a quality brand in the customer perception?

a) Strongly Agree

b) Can’t say

c) Strongly Disagree

10. What are the following features that differs Kores vishwas with competitors?

a) Packaging b) Price

c) Quality d) Service

e) Promotional activities f) Distribution of the product

g) Advertising

49
11. Do you think that the customers prefer quality products irrespective price?

a) Strongly Agree

b) Can’t say

c) Strongly Disagree

12. Based on market condition, you are selling the products on the basis of

a) Quality

b) Price

c) Demand

13. In this market all the dealers sell the products on the basis of margin?

a) Yes b) no

14. Do you accept that the availability of the Kores Vishwas products is excellent?

a) Yes b) no

15. Which brands are you purchased?

a) Kores Vishwas b) Fevicol

c) Woodlok d) Karpenter

e) Jivan jor f) Others

50
16. Will you get motivation by the dealer to buy some particular brand?

a) Strongly Agree

b) Agree

c) Undecided

d) Disagree

e) Strongly Disagree

17. Will you buy the branded products only?

a) Strongly Agree

b) Agree

c) Undecided

d) Disagree

e) Strongly Disagree

18. The product color is the main choice to purchase

a) Strongly Agree

b) Agree

c) Undecided

d) Disagree

e) Strongly Disagree

51
19. The product should provide a good value for money

a) Strongly Agree

b) Agree

c) Undecided

d) Disagree

e) Strongly Disagree

20. The product good fragrance in the main factor to purchase

a) Strongly Agree

b) Agree

c) Undecided

d) Disagree

e) Strongly Disagree

21. To Promote Brand advertisements must be effective.

a) Strongly Agree

b) Agree

c) Undecided

d) Disagree

e) Strongly Disagree

52
BIBLIOGRAPHY

BOOK REFERRED:

Marketing Management: - Philip Kotler

Advertising Management: -Rajeev Batra

-John G.Myers
-David A.Aaker

Research Methodology: -C.R.Kothari

Search Engines:
http://google.com
www.kores_india.comwww.kores-india.com
www.jublient.com

Magazines: EFFECTIVE EXECUITVE

53