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PROJECT REPORT
Submitted to
UNIVERSITY OF CALICUT
In partial fulfillment of the requirement for award of
This is to certify that the project report titled A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRAND BUILDING, submitted in partial fulfillment of the requirements for the award of Degree of Master of Business Administration of University of Calicut was carried out by Mr. SUMITH THOMAS.
This is to certify that the project report entitled A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRAND BUILDING, submitted in partial fulfillment of the requirements for the award of degree of Master of Business Administration of University of Calicut was carried out by Mr. SUMITH THOMAS (EJAKMBA052) under my guidance.
DECLARATION
I, Mr. SUMITH THOMAS (Reg No: EJAKMBA 052), 3rd Semester MBA student of Elijah institute of Management Studies, hereby declare that the project entitled A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRAND BUILDING submitted to the Calicut University in partial fulfillment of the requirement for the award of Master of Business Administration, is an original work done by me under the supervision and guidance of Ms. ROSHINI P.R and no part of this work have been submitted earlier for the award of any Degree.
SUMITH THOMAS
ACKNOWLEDGEMENT
In this page, I would like to express my sincere thanks and gratitude towards lot of people who have been instrumental for successful completion of the project. Firstly I am expressing my gratefulness to God Almighty without whose grace my project would not have been a grand success. I acknowledge my profound gratitude to Ms. ROSHINI P.R, Faculty of Elijah Institute of Management Studies, Thrissur for providing her encouragement and valuable suggestions in bringing up this report. I wish to express my sincere thanks to Mr. HARI IYER for his help in this project work and his sincere efforts to guide me for successful completion of this project. I thank all my respected Faculties, Librarian and all non-teaching staff of Elijah for their co-operation and assistance rendered to me. I also extend my thanks to my parents and friends for all their support and encouragement in bringing up this report.
SUMITH THOMAS
TABLE OF CONTENTS
CHAPTERS
CONTENTS
ABSTRACT
PAGE NUMBER
CHAPTER I
1.1 INTRODUCTION 1.2 RESEARCH PROBLEM 1.3 PURPOSE OF THE STUD 1.4 OBJECTIVES OF THE STUDY 1.5 RESEARCH METHODOLOGY 1.6 TOOLS AND TECHNIQUES 1.7 PERIOD OF THE STUDY 1.8 LIMITATIONS OF THE STUDY 2. LITERATURE REVIEW 3.1 INDUSTRY PROFILE 3.2 COMPANY PROFILE
CHAPTER IV
4.1 DATA ANALYSIS & INTERPRETATION 5.1 SUMMARY 5.2 FINDINGS 5.3 SUGGESTIONS 5.4 CONCLUSION 5.5 SCOPE FOR FURTHER RESEARCH BIBLIOGRAPHY APPENDIX
CHAPTER V
ABSTRACT
Advertising is paid or something free communication through a medium in which the sponsor is identified and the message is controlled. Variations include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Every medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, internet and billboards. An advertisement is a form of persuasive communication with the public. The members of the public are free to respond to it in their own way; the response is at an individual or family level. There is little or no dialogue with the public; advertising forces itself upon the public. The research A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRAND BUILDING with special reference to Bhima Jewellery, Thrissur, was conducted to know the effectiveness of role advertisement in creating brand awareness. The advertisements given should reach the customer in the right sense and should be able to reach each and every customer. The study revealed that the advertisements of the organization are quite effective and this has helped the firm to create brand awareness as well as the overall sales of the firm.
CHAPTER-I
1.1 INTRODUCTION 1.2 RESEARCH PROBLAM 1.3 PURPOSE OF THE STUDY 1.4 OBJECTIVES OF STUDY 1.5 RESEARCH METHODOLOGY 1.6 TOOLS& TECHNIQUES 1.7 PERIOD OF THE STUDY 1.8 LIMITATION OF THE STUDY
1.1 INTRODUCTION
Gold has been known and highly valued since prehistoric times. It may have been the first metal used by humans and was valued for ornamentation and rituals. Egyptian hieroglyphs from as early as 2600 BC describe gold, which king Tushratta of the Mitanni claimed was more plentiful than dirt in Egypt. Egypt and especially Nubian had the resources to make them major gold-producing areas for much of history. The earliest known map is known as the Turin papyrus and shows the plan of a gold mine Nubian together with indications of the local geology. The primitive working methods are described by Strabo and included fire-setting. Large mines also occurred across the Red sea in what is now Saudi Arabia, with an increasing number of jewellery houses enter the branded jewellery sector, retail of jewellery is becoming organized. Moreover, the government allows 51 per cent FDI in single brand retail outlet so attracting both global and domestic players to this sector. The role of advertising is increasing day by day in our life. The project is intended to access and to acquire the knowledge regarding the impact of advertising in brand building. The research is conducted in Thrissur District with special reference to Bhima Jewllary and its customers. Advertising is paid or sometimes free communication through a medium in which the sponsor is identified and the message is controlled. Advertisement helps a company to increase their image and also help in Brand building. Bhima Group- a group that has enjoyed a sterling reputation since 1925. Founded by Shri Bhima Bhattar in 1925 in alleppy, Kerala, better known as the Venice of the East, Bhima rose from its humble beginning to become a Beacon of Trust in gold jewellery business in no time. Today, Bhima has 18 showrooms across Kerala, Tamil Nadu and Karnataka and is growing in leaps and bounds The Bhima Boy is a mark of trust and tradition. Bhima a language more powerful than words, speaks eloquently of love, joy and friendship. For them, each piece of gold is an heirloom. The leadership in creating fine jewellery that will be treasured for generations makes Bhima an ever memorable name in the hearts of jewellery-lovers.
The qualities that have made Bhima a market (India) leader in the readymade jewellery and precious stones are:
Goodwill Purity and quality Customized services Consistent buy back policy Variety and wide range of collections Its goodwill is priceless. Each and every aspect of Bhima has its perfection. The goal of the firm is that through group performance attain the maximum levels of achievements and be a model for other branches.
What is the role of advertising in brand building? With special reference to Bhima jewellery Thrissur
various factors which make an advertisement effective ineffective and how it affect brand building of the company.
Secondary objectives
What are the factors affecting brand building To examine the effect of advertising in brand awareness of Bhima jewelllery To find out the most effective method of advertising Why customers select Bhima for purchasing Gold
From the total population, 50 people are selected as sample for the research and the data are collected through questionnaire .The research is basically a convenience one.
1.6 TOOLS& TECHNIQUES FOR THE DATA ANAYSIS & INTERPRITATION OF DATA
Percentage analysis Graphical Representation Likert summated scale Scaling Techniques etc. may be used
CHAPTER-II
2. REVIEW OF LITERATURE
2. LITERATURE REVIEW
2.1 ADVERTISING
The term advertising originates from the Latin word adverto, which means to turn round. Advertising thus denotes the means employed to draw attention to any object or purpose. In a marketing context, advertising has been defined as a paid and non-personal form of presentation and promotion of ideas, goods or services by an identified sponsor. There is not only an identified sponsor, but also an identified media and message behind every advertisement. Through an advertisement, the advertiser intends to spread his ideas about his products/offerings among his customers and prospects. Popularisation of the products is the basic aim of the activity. In 1948, the definitions committee of the American Marketing Association developed what today is the most acceptable definition of advertising. Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by identified sponsors. A working definition hence could somewhat be: Advertising is the art and science of building brands through persuasive communication and positioning them in consumers perception with a constant vigil on the market situation and consumer expectations. This gives advertising a kind of flexibility of adapting to the changing paradigms, viz, social, economic and political. Advertising is multidimensional. It is a form of mass communication, a powerful marketing tool, a component of the economic system, a means of financing the mass media, a social institution, an art form, an instrument of business management, a field of employment and a profession. The definition indicates that advertising is a paid, non-personal communication. It lays emphasis on presentation and promotion. The presentation of the sales message may be visual as well as oral. The sponsor has also been given importance under this definition. Advertising is an effective method of reaching people with product information.Advertising is controlled, identifiable information and persuasion by means of mass communication media. It is considered controlled information because it has to use the time, space and content of the message effectively and economically. It is controlled because it is directed at a particular group. Advertising should not be haphazardly done to attract a number of persons without fruitful results. It is identifiable because it identifies the product
and the source of the product. The message should be definite and appealing to the target group. Persuasion is the main object of advertising. It is creative and information, and is designed to attract prospective buyers. It has been accepted by all the authors that advertising is mass communication. Advertising management is different from mass communication by the producer. Advertising management is the main task of the advertiser who directs and controls the advertising activities. It covers analysis and the planning, control and decision-making activities of the advertiser .Identification of markets and consumer behaviour are vital parts of advertising management.
o Personal selling era: The sunye, meharban, kadardan period. The barter system which sold goods against goods. The sale of slaves, animals and various commodities was through the process of personal selling. In the absence of any mass media, advertising, a mediated communication was not possible. o The product era: "How to build a better mouse trap phase. The emphasis in triad was on how to manufacture a better product and disseminate information about it. o The sales era: In this era, the process was geared towards hard sell the salesman approach. The advertising changed from information to "uski sari meri sari se safed or my brother stronger than yours. o The consumer era: During this period a study of human behaviour and its role in the purchase of products came into focus. Abraham Maslow and Sigmund Freud were employed to understand the complexities of the human mind. This was the beginning of modern advertising in the face of too many me-too products. This period witnessed the emergence of the following phenomena: 1. Consumer psychology 2. Lifestyle advertising 3. In-depth research 4. Subliminal advertising 5. Marketing 6. Emergence of USP o The positioning era: Half a mind is better than none was the core philosophy of this era. Instead of a wider scattered segment, the advertisers opted for a small and consistent share in the market. The period witnessed the following major trends: 1. Demise of USP 2. Intelligent sacrifice 3. In the mind v/s other brands to evolve a strong appeal o The value marketing era: The current age can be designated as the value marketing period. Internationally, there is a movement towards more responsible advertising. Following are some of the emerging trends:
1. Niche or micro-marketing. 2. Orchestration or integrated marketing. 3. Maxi marketing or value based direct marketing.
A great feeling of value is passed on to the consumer. More and more marketers are using sales promotion gimmicks like discounts, exchange of old products, buy one take another free, thus enticing the consumer by a variety of means. In retrospect, one can say that the 1950s was an era of functional advertising with the concept of hard sell, hammering home the message through thick and bold headlines, dark prints and monograms. It was a matter of fact functional advertising that worked through repetition. The 1950s can be reckoned as the watershed era for advertising. With the national planning, many industries were set up. Cinema advertising began in the 50s. Kolkata pioneered in setting up Indias first Ad club in 1956. National Advertising created the much acclaimed Murphy baby. The 1960s witnessed advertising which was a lot more creative a pop art movement, the fusion of art with everyday products-an indulgent phase. The lux ads using celebrities, the Pears ad, some complexions never grow old, the dalda vanaspathi ads, which made it almost a hallmark, the Binnies and the Mafatlal ads dominated the scene. Indias first advertising convention was held in Kolkata in the year 1960, followed by Asian Advertising Congress in Delhi. In the 1970, thanks to the influence of flower children and hippie culture, it had its reflection on advertising also- thus began an era of rebellion, of breaking conventions. Lifestyle ads especially relating to cigarettes were more visible. The decade of seventies witnessed the media boom. The Asian Advertising Congress was held at New Delhi. The decade of eighties was path breaking in the advertising field. This can be summed up by an ad headline, If you have it. Flaunt it. It was an era of materialistic advertising, but at the same time of well researched, structured and slick campaigns.
The 1980s saw a boom in Public sector advertising. Advertising agencies expanded. Television emerged as a powerful media; beginning from 15 August 1982.All India Radio also introduced commercials during the same year. The current phase of the nineties can be said to be an introspective era. Advertising is far more realistic and sober. It is less indulgent and more restrained. Thanks to the increasing awareness about consumer rights and an active judicial system, especially in regard to the Public Interest Litigations, the emergence of special interest groups, and above all the emergence of a new consumer class, one finds the advertising world taking a cautious path. In the current phase, one finds more emphasis on the brand equity leading to institutional advertising. Globalisation of advertising is another visible aspect. Thus the modern world depends on advertising. Without it, producers and distributors would be unable to sell, buyers would not know about and continue to remember products or services, and the modern industrial world would collapse. If factory output is to be maintained profitably, advertising must be powerful and continuous. Mass production requires mass consumption which in turn requires advertising to the mass market through the mass media. The first advertising agencies were space brokers and their legal position as agents of the media remains today as with the legal precedents of the agent acts as principal and are responsible for the payment of media bills even if the advertiser defaults. However, as printing processes improved and it became possible to illustrate advertisements the early agencies competed for business by offering creative services to advertisers. Thus the service agency took over from the mere space broker. The British are apt to disdain advertising, claiming that they are not persuaded by advertisements. In spite of this homes are full of advertised products, and if a product is advertised on TV there is a heavy demand for it in the shops. Marketing Week engaged the human factor to research the situation, and the results were published in the issue of 26 February 1993. One thousand adults were interviewed. Overall, the study found a surprisingly high level of distrust and condemnation of advertising. Even people who claim to enjoy the ads on TV more than the programmes do not
believe ads present a true picture of products. Yet they buy them. The researchers identified three main and extreme groups. These were the moralists who regard advertising as a bad influence on society, the advertising immune who say they pay little attention to advertisements; and the enthusiasts who pay great attention to advertising. This is a curious situation in which advertising has to operate. It is like saying that passengers on an airliner have no belief that it will take them anywhere. Without advertising modern industrial society would not exist.
2.4.1 MESSAGES
Advertising carries message of the product. The message may be visual or oral. It is designed in a systematic and psychological manner to influence the prospective customer and formulated on the basis of need, environment and objectives. It may or may not be brilliant in planning and execution; but it should be representative of the product. The terminology may be new, but may prove effective in attainment of the objectives.
2.4.2 MEDIA
A large number of advertising media, with their respective advantages, disadvantages, costs and benefits are available. The selection of a medium should be made on the basis of the type of customers to be approached, and the capacity of the organisation to bear the cost. The print media, such as newspapers, magazines and posters have been the traditional media of advertising.
2.4.3 MERCHANDISE
The merchandise, the product and services to be sold, has its advantages and disadvantages. The advertiser should demonstrate the attributes of the product and avoid the criticism of a similar product of the competitors. The outstanding qualities of the product should be assessed and exposed with emphasis. New and existing products are advertised to popularise them. A firm is recognised as an important source of advertising.
products. Middlemen are benefitted through advertising, because customers are told about the want satisfying qualities made aware of the product. When goods are advertised, customers are made aware of the products and traders have no difficulty in pushing up their sales. Sometimes, the advertiser indicates the place of sale and customers try to buy goods at that place. Advertising media are often referred to as middlemen because they bring the customers and the producers together.
2.6 ADVERTISER
The advertiser is considered a core institution of society. He helps the people understand the merits and demerits of his product. He controls the message and media to benefit society. A slight negligence on the part of the advertiser can destroy his image and the values of society. He has to be very cautious in selecting his advertising messages and methods. Costs and benefits are also compared before a particular medium of advertising is adopted. Since customers are made aware of the different products and goods, they are in a position to select the products are also sold by the adoption of an attractive advertising medium. The advertisers have a great social responsibility to create a sound social and economic system.
2.7 ACTIVITIES
Advertising assists in the performance of certain activities by the advertiser, the sponsor of the producer and the marketer. The activities included under advertising are mass communication, carrying messages, developing impressions and image building. It is informative, persuasive and reminding communication. These activities are performed by the advertiser economically, effectively and regularly.
A study by Brown on impact of advertisements said that advertisements yields faster and more measurable responses in sales than any other promotional tool; also it can attract consumers who switch among brands as deals become available also loyal customers tend not to change their buying patterns as a result of competitive promotion. According to P.K. Sudarsan, he evaluated the impact of advertisements on sales using firm level data, reported that there are different views about the role of Advertisements in an economy. The ultimate objective advertisements are to increase sales. The study was done using simple regression models and dummy variable regression models with cross section data set of 100 firms in India. The result shows that an advertisement influences sales, though its relative effectiveness is not the same for all categories of firms. Taylor and weiserbs (1972) studied the relationship advertisements expenditure and aggregate sales. They used Houtakker-Toylor model and the result showed that advertisements and sales is not unidirectional but simultaneous. Lavidge (1961) studied that some thing is to happen in the long run, it must be happening in the short- run and will remain in the short run. This study is formulated using cross section data. Turner (2000) using co integration technique based on Lydia pink ham data for the period 1907-1961 showed a strong positive relationship between advertisements and sales. The above review reveals that there is no consensus on the economic effects of advertisements on sales. Majority of the study shown that there is a positive relationship between advertisements and sales and some studies have found that there is a two- way casual relationship between advertisements and sales.
CHAPTER-III
3.1 INDUSTRY PROFILE 3.2 COMPANY PROFILE
point in the history of gold. In 1853 alone, 95 tonnes of gold were taken from these mines. At about the same time, substantial gold discoveries were also made in Australia. Worldwide production increased rapidly and after a few years amounted to nearly 300 tonnes per year. Many older mines were reopened and intensive exploration resulted in numerous substantial gold discoveries. Between 1980 and 1990, the production of gold in the western world rose from 962 to 1,744 tonnes per year, and has then continued to increase to a yearly level of some 2500 tonnes as at the turn of the millennium.
%, the chief cause of this being lower gold contents; the countries average contents were reduced by 10% during the year. Latin American production increased by a total of 30 tonnes, notably in Argentina, Brazil and Mexico, due to new projects and expansions came on stream. The CIS countries (the former Soviet Union) increased their production by 20 tonnes, what is a 6% growth in comparison to the previous year. According to the GFMS, output in Russia recorded strong growth of 16 tonnes. Amongst the countries that reduced their production most compared with the previous year were South Africa and the USA. The two countries contributed to a reduction of 28.4 tonnes.
480 tonnes, against an annual range between 600 and 800 tonnes in the previous five years. Imports are high partly because of the large population of about 1.2 billion. Per capita gold consumption is only 0.7 grams, half that of the United States and one-third of the Middle East, according to World Gold Council (WGC) estimates. India's gold market is estimated to have more than 300,000 jewellers, mostly small, family-run businesses, a WGC study showed. Only 23 banks and some private and government trading agencies have licences to import gold because of its implications for foreign exchange flows. India's 2010/11 budget raised the import duty on gold and platinum to 300 rupees ($6.65) per 10 grams from 200 rupees earlier, with the duty on silver raised to 1,500 rupees per kg from 1,000 rupees earlier. Investment purchases of gold have been rising faster than jewellery purchases. WGC's latest data shows the investment to jewellery ratio was approximately 15:85 in 2009. Gold in the form of exchange-traded funds is rising. Launched in 2007, the total collection among seven fund houses is more than 11 tonnes, nearly double from a year ago. In urban areas, gold faces competition from diamonds as incomes have risen, but the higher purchasing power of the lower and middle income sections of the population has brought new customers into the market. Large corporate jewellers, such as Titan Industries, Reliance Jewels, Rajesh Exports and the state-run MMTC Ltd are targetting the retail market with plans to have hundreds of shops, hoping to rely on branding to push up sales. India's imports of gold in the last seven years in metric tonnes, as per World Gold Council data. Gold imports 2010 - 365 2009 - 480 2008 - 712.6 2007 - 769.2
Goodwill Purity and quality Customized services Consistent buy back policy Variety and wide range of collections
Its goodwill is priceless. Each and every aspect of Bhima has its perfection. The goal of the firm is that through group performance attain the maximum levels of achievements and be a model for other branches. Advantages of Bhima & Brother over other jewelers:
Most trusted jewelers of South India since its inception. Most consistent player of the field for over 84years. The largest tax payer in the field in Kerala. Largest and exclusive collections of jewelers and precious stones from India and abroad. All the items are in 91.65 purity and hallmarked. Supply most trendy and fashionable ornaments. Highest stock keeper in kerala in the field both in gold ornaments and diamonds. Apart from the yellow metal gold and the most precious diamond, the group also started its foot steps towards the white elegant silver which will make a tremendous impact on the fashionable world of designs. Each showroom has separate silver exclusive sections with wide range of ornaments and articles marked with 92.5 purity. In 1925 when Shri. K. Bhima Bhattar founded Bhima Jewellery at Alleppey, jewellery retail was an innovative concept. And thus, it became the first jewellery retail showroom in Kerala. Since inception, it focused on the principle of selling pure gold. Today, it has outlets in many cities and towns of Kerala, Tamil Nadu & Karnataka including Indias largest jewellery showroom at Trivandrum. Shri. K. Bhima Bhattar founded Bhima in 1925 in Alleppey, and his son Dr. B. Govindan expanded Bhima Jewellery to the capital of Gods own country in 1991. Dr. B. Govindan spearheaded Bhima Jewellery, Trivandrum to launch the largest jewellery showroom in India at Ayurveda College Junction, Trivandrum in 5 floors and 25,000 sq.ft. On Monday, August 24, 2009. Dr. B. Govindan also launched Bhima Jewellery showrooms at Nagercoil in 2003 and at Madurai in 2007.
3.2.2 EXPORTS
Bhima has been exporting its jewellery to the USA, Europe and the Middle East. With close monitoring of the changing trends in the jewellery market, Bhima has produced a wide variety of modern and trendy designs, which are sourced from around the country.
CHAPTER-IV
4. DATA ANALYSIS AND INTERPRITATION
Quality
4 17
9 1 13
Traditional value
Chart.1
Interpretation
The above table shows the most identifiable features that customers relate with Bhima Jewellery 34% of customers think about the quality of the products, 26% of them think about variety of designs, 2% of them think about pricing strategy, 18% of them think about
customer service provided by bhima jewellery, 8% of them think about advertisement, 12% of them think about traditional values.
11
15
Chart.2
Interpretation
From the above table we can understand that 18% of the customers came to know about Bhima Jewellery from their friends, 30% of respondents got information from relatives, 30% of respondents got information from advertisement and 22% of respondents got
5 4
Chart.3
Interpretation
The above table shows that 48% of the customers prefer Bhima Jewellery, 16% of the customers prefer Kalyan, 14% of the customers prefer Josco, 8% customers prefer Alukas, 10% customers prefer Malabar and only 4% customers prefer Chemmannur
13
13 once 1 to 5 5 to 10
7 17
more than 10
Chart.4
Interpretation
The above chart we can conclude that 26% of customers viewed Bhimas advertisement only once, 34% of the customers viewed the advertisements more than two times, 14% of the customers viewed the advertisement for more than five times, 26% of the
Chart.5
Interpretation
From the above table 30% of the customers rate Bhimas advertisement as most attractive
one, 26% of the customers rate Kalyans advertisement most attractive one, 20%of the customers rate Joscos advertisement most attractive one, 6% of the customers rate Alukas advertisment most attractive one, 16% of the customers rate Malabars advertisment most attractive one and remaining 2% of the customers rate Chungathu advertisement most attractive one.
2 9
6 29
Touching Professional
Chart.6
Interpretation
From the above table 8% of the customers opined that Bhimas advertisement are creative,
58% respondents opined that advertisements are attractive, 12% the customers opined that advertisements are believable, 18% the customers opined that advertisements are touching and remaining 4% customers opined that advertisements are professional.
4.1.7 Customers level of agreement towards the statement Bhima Advertisements are Convincing
Table.7 Sl. No 1. 2. 3. 4. 5. Total Opinion Strongly agree Agree Moderatly agree Disagree Strongly disagree Rank(A) 5 4 3 2 1 No. Of Respondents(B) 12 31 7 --50 Score(A*B) 60 124 21 --205
35 30 25 20 15 10 5 12
31
Chart.7
Interpretation
24% of customers opined that Bhimas advertisements have most convincing features, 62% of customers opined that advertisement have convincing features, 14% customers rated the advertisement have only moderately convincing features.
0 3
Chart.8
Interpretation
The above table shows that 58% of customers viewed Bhima Jewellerys advertisements through television, 36% customers viewed the advertisements through news paper, 6% customers viewed the advertisements through flex boards.
24
Chart.9
Interpretation
From the above table we can conclude that 36% of customers purchase gold more frequently based on advertisements, 48% customers often purchase gold based on advertisements and 16% customers purchase gold rarely based on advertisements.
4.1.10 Customers opinion about the most influencing factor in brand building
Table.10 Sl. No 1. 2. 3. 4. 5. Total Particulars Advertising Quality Variety of designs Customer service Traditional value No. Of Respondents 9 25 4 7 5 50 Percentage 18% 50% 8% 14% 10% 100%
5 7
Chart.10
Interpretation
The above table shows that 50% customers considers quality as the most influencing factor which builds the brand,18% of people opined that advertisement is the most influencing factor which builds the brand, 8% of people opined that variety is the most influencing factor which builds the brand, 14% of people opined that customer service is the most influencing factor which builds the brand and 10% of people opined that think traditional values is the most influencing factor which builds the brand.
5 4 3 2 1
Interpretation
As calculated value falls within the score range of 200-250, we can conclude that the advertisements of Bhmas are highly effective.
3. 4. 5. Total
3 2 1
4 --50
12 --209
Interpretation
From the above table we can understand that only 26% of customers are strongly agree to the statement brand building activities of Bhima is effective, 66% customers considers brand building strategies are effective, 8% of customers consider it as moderately effective.
product endorsements
Chart.11
Interpretation
From the above table, we can interpret 34% of customers think Brand ambassador is required for endorsing the product more effectively, 66% think there is no need of brand ambassador.
5 75 19 5 95
4 112 22 4 88
3 21 9 3 27
2 --2 --
Interpretation
In the case of Quality: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good. In the case of Price: As calculated value falls within the score range of 150-200, we can conclude that the quality of Bhmas gold is good. In the case of customer service: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good. In the case of advertisement: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good. In the case of variety of designs: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good. In the case of brand image: As calculated value falls within the score range of 200-250, we can conclude that the quality of Bhmas gold is extremely good.
Interpretation
As calculated value falls within the score range of 200-250, we can conclude that overall opinion about Bhima jewellery is very good.
22
Chart.12
Interpretation
The above table shows that 56% of people select this branch for their convenience and remaining 44% of people select this branch for the better customer care service.
4.1.17 Advertisement provides adequate information for making a purchase decision Table.17 Sl. No 1. 2. 3. 4. 5. Total Opinion Strongly agree Agree Moderately agree Disagree Strongly disagree Score (A) 5 4 3 2 1 No. Of Respondents(B) 12 20 15 3 -50 Product(A*B) 60 80 45 6 -191
Interpretation As calculated value falls within the score range of 150-200, we can conclude that the advertisements of Bhima are good. 4.1.18 Customers refer Bhmas products to others Table.18 Sl. No 1. 2. Opinion Strongly agree Agree Score 5 4 No. Of Respondents 11 32 Product 55 128
3. 4. 5. Total
3 2 1
7 --50
21 --204
Interpretation As calculated value falls within the score range of 200-250, we can conclude that the customers of Bhima refer the products effectively.
Interpretation As calculated value falls within the score range of 200-250, we can conclude that the customers of Bhima are intent to repurchase.
CHAPTER-V
5.1 SUMMARY 5.2 FINDINGS 5.3 SUGGESTIONS 5.4 CONCLUSION 5.5 SCOPE FOR FURTHER RESEARCH
5.1 SUMMARY
Advertisement helps the business concern to increases their sales and good will. Organizations are today focusing on ensuring the effectiveness of every campaign. Today technological advancements and the diversity of audience usage of mediums ranging from the internet to Television to even mobile phones have led marketers and financial officers to understand the effectiveness of each medium and the amount of spend rightfully deserved by the effective medium. The competition would be keen and intense in the advertising business in India in the coming years, but it need not pose a problem of survival if Indian companies show enough resilience to exploit emerging opportunities. The biggest challenges to Indian companies today are projected itself. False and misleading advertisement does not often take consumers for ride. Now comes the conflict between generic promotion and brand advertising. Today there is a greater accountability to client for the money spends for advertising. The study conducted on the role of advertisement in brand building of the organization was a successful one as the researcher was able to find that the advertisements are effective. The advertisements of the firm are able to reach the customers effectively and the firm is able to gain from the effective advertisements. The majority of the customers find the advertisements to be attractive, honest and informative. The customers find the advertisements credible and relevant to them. Majority of them would consider purchasing the product after viewing the advertisements. Customers
have a mixed reaction about the uniqueness of the advertisements and when asked to compare the advertisements with those of the other companies. The advertisements also lack professionalism as indicated by the customers. The study gives us a general idea about the customer perception of the advertisements. The company needs to focus more on improving the shortcomings highlighted in the study and get better on the other areas where they are performing satisfactorily. The study, however, cannot be considered conclusive as the responses of the customers may not be credible and may vary from time to time.
5.2 FINDINGS
Major findings The advertisement strategies of Bhima jewellerys play an important role in brand
building
Advertisements are the main source of brand awareness Various advertising medium act as good brand building tool
Advertisement informs the consumers about the new product and its quality and features. Thus it facilitates easy sales.
Other findings
Advertisement is not major buying motive. The reason is that advertisements are reachable to all areas and can create awareness in the minds of the consumer. Advertisement helps the consumers to know when and where the jewellery. In consumers opinion the best mode of advertisement is television. Most of the respondents purchase Bhima products regularly Advertisement provides with information required for making a purchase decision Advertisement of Bhima jewellery is very popular and creative
Buying decision is affected by the advertisement Most of the customers are satisfied the advertisement of Bhima jewellery Consumer satisfaction in Bhima is in good.
5.3 SUGGESTION
Purchase decisions of customers are influenced by the advertisement, so company should concentrate on quality of advertisements to attract customers. Company should make further advertisement techniques to attract the customers in future. More advertisement should be introduced and a separate advertisement budget needs to be created every year. The company can focus on the advertisements like television and newspapers advertisements. Advertising can be used to create brand awareness in general public and to make business more popular within the circle of potential buyers. Purchase decision of consumers influenced by the advertisement, so company should concentrate on advertisement to attract consumer. The company should modify the advertisement theme and presentation style in order to make it more attractive. Today majority of the houses in Kerala have access to television. The company should focus on giving more advertisements on the various prime time shows on different channels.
The company should try to include some features that will make the customer remember the advertisements more often. The company should make the advertisements look more professional.
5.4 CONCLUSION
In a successful business, advertising play an essential and important role. Though advertising does not mean selling of products and services but it helps in increasing your sells. Advertising create awareness in people. When general public be conscious to the products, services and goods under the brands and pursuit people towards brands and make them buying better brands. The present study has been done to find out how the customers perceive the advertisements of the company. Responds main opinion is that advertisement with the required information is essential for the brand building. The customers usually see the advertisements on hoardings by the roadside. Most of the customers view the advertisement at least once in a week. Considering that the product is not one that is used daily, the frequency of the customer viewing the advertisement is good. It is to be noted that the majority of the customers do not remember the advertisement clearly. However, the customers find the advertisement creative, informative and honest. The customers find that the advertisements also lack professionalism. The analysis of effectiveness of advertisement was the main objective of the study. From the survey could understand that most of the consumers of Bhima jewellery are familiar with the advertisement of Bhima. Respondents main opinion is that advertisement with the required information is essential for the brand awareness. Also found that advertisement of Bhima is unique compared with the advertisement of similar products. Consumer responds that good advertisement influences these buying decisions of the products. Based on these findings
certain suggestions were proposed to make an increase in popularity and good advertisement methods. Even though there were some limitations, complete the study successfully. Overall, the role of advertisement in creating brand awareness of Bhima jewellery products can be termed as satisfactory. However, due to increasing competition and demand in this sector, the company has to constantly update its advertisements to match the present standards.
BIBLIOGRAPHY
BIBILIOGRAPHY
BOOKS 1. Kothary C .R, Research methodology Second Edition by new age International (P) Ltd 2. Kotler Philip, Marketing Management.11th edition by Pearson Education (Singapore) Pvt. Ltd Indian branch, 482 FIE papergirl Delhi India 3. Jain P C $ Manika Bhatt Consumer Behavior in Indian Context
JOURNALS
1. The ICFAI Journal of Business Strategy vol. No .1, March 2007 2. Marketing mastermind, March 2007, ICFAI University press.
APPENDIX
QUESTIONNAIRE
A STUDY ABOUT THE ROLE OF ADVERTISMENT IN BRANDBUILDING With special reference to Bhima Jewellery, Thrissur Dt.
Name: SUMITH THOMAS Reg No. EJAKMBA052 MBA 2010-11 Elijah Institute of Management Studies, Ponganamkad, Thrissur. _________________________________________________________________________________
Sir/Madam
I request you to fillup the following details which will be used for a research on the above mentioned topic. The information collected from you will be kept confidential and only be used for this study purpose.
Educational background: Post graduate & above Graduate specify____________ _____________________ Pre-degree Professional course, SSLC Others, Specify
: Housewife :
Private employee
Single
Married
2. What comes to your mind when you think about Bhima jewellery? Quality Advertisement Variety of Designs Pricing Strategy Customer Service
Traditional Values
3. From where did you know about Bhima jewellery? Friends Relatives Advertisement Executives Own family
4. Which company will come in your mind when you decide to purchase gold? Bhima Chungathu Kalyan Chemmanur Josco Alukas Others, Specify Malabar
____________________ 5. How many times have you seen the advertisement of Bhima jewellery? Once 1-5 5-10 more than 10
Bhima Alappat
Kalyan Chungathu
Josco
Alukas Chemmanur
Malabar
7. Which of the following would you use to describe this advertisement? Creative Attractive Honest Touching Professional 8. Do you agree that Cos advertisements are convincing? Strongly agree Strongly Disagree 9. Mention the most viewed medium for Bhmas advertisement. Flex TV News paper Online Magazine Agree Moderately Agree Disagree
Cinema Theatre
10. How often do you purchase gold from Bhima based on its advertisements? Very often Often Rarely
11. Rank the following on the basis of the most influencing factor which promote brand building. Advertisement Traditional value 12. In general how would you rate the quality of this advertisement compared to the other advertisement of similar products? Excellent Good Average Poor Very poor Quality Variety of Designs Customer service
13. Do you agree that brand building/advertising/ promotional activities of Bhima jewellery are effective? Strongly agree Strongly disagree 14. Do you think that brand ambassador is required for endorsing the product more effectively? Yes No Agree Moderately Agree Disagree
15. Record your opinion the following features related to Bhima jewellery
Particulars
Exactly good
Very good
Good
Poor
Very poor
Quality
Brand image
16. What is your overall opinion about Bhima jewellery products? Excellent Good Average Poor Very poor
17. Why did you select this branch for purchase? Convenience Better customer service Any offers
18. Do you agree that brand building/advertising/ promotional activities will give all the information required for making a particular decision? Strongly agree disagree 19. You would recommend Bhma jewellery to others? Strongly agree Strongly disagree 20. You intent to repurchase Bhima jewellery? Strongly agree Strongly disagree Agree Moderately Agree Disagree Agree Moderately Agree Disagree Agree Moderately Agree Disagree Strongly