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  1. 1. A STUDY ON IMPACT OF PROMOTIONAL TOOLS ON BRAND AWARENESS. WITH REFERENCE TO ASIAN PAINTS @ VISAKHAPATNAM A project report submitted to Jawaharlal Nehru technological university in partial fulfillment for the award of the degree of “MASTER OF BUSINESS ADMINISTRATION” Submitted by THEJA SWAROOP (Enrollment No: 117L1E0060) Under the Guidance of DEPARTMETNT OF MANAGEMENT OF STUDIES SRI VANI EDUCATIONAL SOCIETY GROUP OF INISTITUTION (Affiliated to JNTU, Kakinada) CHEVUTURU [2011-2013]
  2. 2. DECLARATION I hereby declare that the project work entitled “A STUDY ON BRAND AWARENESS AND IMPACT OF PROMOTIONAL TOOLS ON BRAND AWARENESS, ASIAN PAINTSDAIRY IN VIJAYAWADA, Is a genuine bonifide work done by me at ASIAN PAINTSplant, and was not submitted to any other university or published any time before. The project work is completed by me and has not been previously formed the basis for the award of a degree/diploma or similar to this. STATION: VIJAYAWADA DATE: VADAPALLI MADHU
  3. 3. SRI VANI GROUP OF SOCIETY CHEVUTURU, G.KONDURU (MANDAL) KRISHNA (D.T) CERTIFICATE This is to certify that VADAPALLI MADHU, MBA student of “SRIVANI INSTITUTE OF MANAGEMENT” has completed the project report entitled “A STUDY ON BRAND AWARENESS AND IMPACT OF PROMOTIONAL TOOLS ON BRAND AWARENESS”, ASIAN PAINTSDAIRY IN VIJAYAWADA, in Finance & Accounts Department from 07-05-2012 to 10-06-2012 under my guidance. (P.Maruthi Mohan) Manager (HR) Place: Vijayawada Date:
  4. 4. ACKNOWLEDGEMENT I would like to thank each and every employee who has directly or indirectly helped me in carrying out this project. I am thankful to the ASIAN PAINTSDAIRY IN VIJAYAWADA, for giving me an opportunity to undertake my project work. I express my sincere thanks to Mr. RAJA TALLURI, SRI VANI SCHOOL OF MANAGEMENT CHEVETURU for providing me the opportunity to undergo this project work. I also express my sincere thanks to Sri. KOLLI RAVI KUMAR, Director of SRI VANI SCHOOL OF MANAGEMENT for providing me the opportunity to undergo this project work. I do record my everlasting thanks and feeling of gratitude to my project Guide Mr. MOHAN. T (Marketing Manager) for her constant moral support and valuable guidance in successful completion of the project work. Finally I would like to thank other faculty members for their extended co- operation & suggestions which have helped a lot. Lastly, my heartfelt gratitude to my family and friends for their co-operation.
  7. 7. INTRODUCTION Marketing is fast moving and exciting activity in every body‟s activates. The sellers, distributors, advertising agencies, consultants, transporters, financiers, store agencies and every one as a consumer are part of the marketing system. Any exchange process, be it consumer goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very often regarded that the development of markets and marketing is synonymous with the economic development of a country. Through marketing is an age-old activity; it has developed recently as an action discipline. In the ever-growing corporate world, marketing is being regarded as a crucial element for the success of an Enterprise. Brands vary in the amount of power and value they have in the market place. A powerful brand has high brand equity. Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service. Companies must carefully manage their brands. First, the brands positioning must be continuously communicating to consumers. Major brand marketers of often spend huge amounts on advertising to create brand awareness and to build preference and loyalty. Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand reference. However, the fact is that brands are not maintained by advertising but by the brand experience. Today, customers come to know a brand through a wide range of contacts and touch points. These include advertising, but also personal experience with the brand, word of mouth personal interactions with company people, telephone interactions, company web pages, and many others. Any of these experiences can have a
  8. 8. positive or negative impact on brand perceptions and feelings. The company must put as much care into managing these touch points as it does into producing its ads. PERCEPTION: Perception can be described as “how we see the world around us.” Two individuals may be subject to the same stimuli under apparently the same conditions, but how they recognize them, select them, organize them and needs, value, expectations and the like. The influence that each of these variables has on the perceptual process and its relevance to marketing, will be examined in some detail. First, how ever, we will examine some of the basic concepts that underline the perceptual process. Perception is defined as the process by which an individual selects, organizes, and interprets stimuli in to a meaning full and coherent picture of the world. A stimulus is any unit input to any of the senses. Examples of stimuli include products, packages, brand names, advertisement, and commercials. Sensory receptors are the human organs that receive sensory inputs. This sensory function is to see, here, smell taste and feel. Perception is the process by which individual selects, organize, and interpret stimuli into meaning full and coherent picture of the world. It has strategy implication for marketers because consumer makes designs based on what they perceive, rather than on the basis of objective reality. PERCEPTUAL SELECTION:
  9. 9. Consumers subconsciously exercise a great deal of selectivity as to which aspects of the environment – which stimuli – they perceive. An individual may look at some things ignore others, and turn away from still others. In total, people actually receive -–or perceive – only a small fraction of the stimuli to which they are exposed. NEED FOR THE STUDY: Brand image is the repetition of the product gain through its brand name. Building brand image helps the organization in achieving targeted sales and to sustain in the market for a long time. It helps the organization in increasing the awareness level of students and also makes the product competitive in the market. Every organization needs to improve level of brand awareness and identify customer preferences for various products so that they can implement measures for enhancing brand awareness and for attracting prospects. Hence a study has been undertaken on brand awareness in schools.
  10. 10. OBJECTIVES: • To study and analyze the awareness level of ASIAN PAINTS in VISAKAPATNAM. • To identify and analyze factors that influences the customer preference. • To measure the impact of promotional tools on Brand awareness inVISAKAPATNAM. • To find the attitude of the school children towards the HERITAGE. • To identify the various sources through which brand awareness in VISAKAPATNAM can be created. • To find the preferences of VISAKAPATNAM city.
  11. 11. SCOPE OF THE STUDY:- The study contains important data about brand awareness in schools and the performance of ASIAN PAINTSbrand. It will be useful to the company. LIMITATIONS: • This study has been restricted to one citi only. • It was not possible to cover each and every area. • In a few places the respondents were not prepared to the answer of the questionnaire. • The information given by people‟s may be biased.
  12. 12. RESEARCH DESIGN: Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions. Descriptive research design was chosen for the present study. Data sources: The study is mainly based on the data collection from primary as well as secondary sources. Primary data: Primary data are data collected for specific purpose. Primary data is collected directly from the students through administering questionnaire. Secondary data: Secondary data are data that were collected for another purpose and already exist somewhere. Secondary data was collected from company records and catalogs. Research approach: Survey method is adopted to collect the needed information from the respondents.
  13. 13. Research instrument: Here for this study the researcher used well designed and structured questionnaire as a research instrument it include both open & closed ended questions. The questionnaire is personally administered to the respondents. SAMPLING DESIGN: Definition of population: The population for the study includes people who prefer ASIAN PAINTS brand. Sampling procedure: For selecting the defined size of sample from the target population convenience, a non probability sampling technique is adopted. Sample size: A sample of 250 customer‟s was selected from the targeted population for the present study. RESEARCH METHODOLOGY: Research Design : Descriptive in nature Data Sources : Data collected from primary and secondary Sources. Primary Data : Primary data is collected from the respondents
  14. 14. Through a structured questionnaire. Secondary Data : Secondary data is collected from the company Records and from net. Research Approach : Survey method Research Instrument : Structured questionnaire SAMPLING DESIGN: Sample Size : 250 Sampling Procedure : Convenience Sampling Statistical Tool : Percentage method, weighted average method STATISTICAL TOOLS USED: For the purpose of analysis, weighted average method and percentage method are used for calculations and the result was interpreted. This test was used to minimize the error of the data collected. Graphs were used to represent the data for the better and accurate interpretation of the results. Statistical tools used: Simple tools are used for analysis purpose. They are as follows: 1. Percentage analysis 2. Weighted Average method PERCENTAGE ANALYSIS
  15. 15. Percentage refers to a special kind of ratio in making comparison between two or more data and to describe relationships between the data‟s. Percentage can also be used to compare the relative terms, the distribution of two or more series of data. WEIGHTED AVERAGE ANALYSIS There are cases where the relative importance of the different items is not the same. When, this so, the researcher can use the weighted arithmetic mean. The „Weight‟ stands for the relative importance of the different items. The formula for computing weighted arithmetic mean is: Xw = WX / W Where -- Xw represents the weighted arithmetic mean -- X represents the variable values, i.e., X1, X2, …..Xn. -- W represents the weights attached to variable values, i.e., W1, W2,……, Wn, respectively.
  16. 16. An important problem that arises while using weighted mean is regarding selection of weights. Weights may be either actual or arbitrary. i.e., estimated. Needless to say, if actual weights are available, nothing like this. However, in the absence of weights, arbitrary or imaginary weights may be used. The use of arbitrary weights may lead to some error, but it is better that no weights at all. In practice, it is found that if weights are logically assigned keeping the phenomena in view, the error involved will be so small that it can be easily over looked. PERIOD OF STUDY:- The study period was about the 45 days i.e. from may 5th to June 15th
  17. 17. CHAPTER 1 INDUSTRY PROFILE Asian Paints is India's largest paint company and ranked among the top ten Decorative coatings companies in the world with a turnover of INR 66.80 billion. Asian Paints along with its subsidiaries have operations in 17 countries across the world with 23 paint manufacturing facilities, servicing consumers in 65 countries through Berger International, SCIB Paints – Egypt, Asian Paints, Apco Coatings and Taubmans.
  18. 18. While working towards enhancing customer experience the management at Asian Paints looks at the bigger picture by being aware about environmental hazards. All manufacturing plants and units are certified environmentally safe. Asian Paints formulates , manufacture & sell the finest paints (the most suitable for each need and giving good value for money to users) & provide the best possible service to it‟s customers characterized by Reliability & Responsiveness. The products provide surface protection & good appearance for all consumers while being safe to apply, not harmful to health and not adverse to the environment. Customers - the very core of all the business activities. From the beginning, Asian Paints has fostered a customer-centric approach to business. A simple but unbeatable concept of "going where the customer is" drives all its retail strategies. VISION Asian Paints aims to become one of the top five Decorative coatings companies world-wide by leveraging its expertise in the higher growth emerging markets. Simultaneously, the company intends to build long term value in the Industrial coatings business through alliances with established global partners. HISTORY 1ST February 1942 Armed with little knowledge and great determination, Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get together to manufacture paint in a garage on
  19. 19. Foras Road, Bombay. They name their company 'The Asian Oil & Paint Company', a name that they picked randomly from a telephone directory. 1945 Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing strategy "to reach consumers in the remotest corners of the country with small packs." 1954 Asian Paints mascot, Gattu, the mischievous kid, is born. 1957 - 66 The family-owned company makes the transition to a professionally managed organisation. British company Balmer Lawrie rejects the products of a giant British paint company in favour of Asian Paints. Asian Paints embarks on an ambitious grassroots marketing campaign, partnering with thousands of dealers in small towns all over India. 1967 Asian Paints emerges as India's leading paint company ahead of any international competition. CURRENT STATUS • Asian Paints becomes the 10th largest decorative paint company in the world • Asian Paints is more than twice the size of its nearest competitor • It is one of the most admired companies in India • Present in 22 countries with 27 manufacturing locations, over 2500 SKU's, Integrated SAP - ERP & i2 - SCM solution
  20. 20. • Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu Business Line; Most admired company to work for by ET-BT survey, 2000 • On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself into Growth, Decorative and International business units and adopted SCM and ERP technology • Asian Paints aims to become the 5th largest decorative paint company in the world FUTURE PLANS Asian Paints to accelerate growth of its non-decorative coatings business Approves plans to enhance its relationship with PPG, to accelerate growth of the non-decorative coatings businesses in India. Asian Paints Signs MOU with Maharashtra Government to set up a Mega Project for manufacture of Paints and Intermediates at Kesurdi in Maharashtra The Asian Paints Helpline introduced few years ago is a toll free service where consumers call and ask queries related to painting. The company has now extended this service to ASIAN PAINTS HOME SOLUTIONS, which offers painting services in addition to the paint. This service is available in 10 cities viz - Hyderabad, Bangalore, Kolkata, Delhi, Chennai, Ahmedabad, Mumbai, Pune, Coimbatore & Cochin
  21. 21. PRODUCT PROFILES Asian Paint has offered brands in all possible applications. For instance: Synthetic / Acrylic Washable Distempers : Tractors Acrylic Emulsion : Apcolite (Quality I,) Royale (premium category) Plastic emulsion Paint (Interiors / Exteriors) : Decoplast (Quality II), Synthetic Enamel : Apcolite, Gattu Packet Distemper : Utsav Wooden Surfaces : Touch Wood, Silkwood, Apcolite Natural Wood finish Cement Paint (external) : Gattu Industrial Segment General Industrial Finishes : Apcolite (Hammerton Finish) Other Industrial Products : Expory Coatings, Chlorinted Rubber
  22. 22. finishes, viny I & Polyurethane Systems. Automotives Kirlo – an Acrlic Paint, Apca – nitro-cellulose based Paint, Aspa – an Allkyd, autocare. Primers Asian Metal Primer Redoxide Tractor Redoxide Primer for Metal Woodrite for Wood Substrate Decorative – Cement Primer PLANTS OF ASIAN PAINTS INDIAN LTD INDIAN PLANTS
  23. 23. Asian Plants Bhandup (Maharashtra) in India Asian Plants Kasna (Uttar Pradesh) in India Asian Plants Sriperumbudur in India Asian Plants (Rohtak, Haryana)
  24. 24. OVERSEAS PLANTS Berger International Plants Barbados Berger International Plants Bahrain Berger International Plants Jamaica Berger International Plants Singapore
  25. 25. Berger International Plants Trinidad AWARDS AND RECOGNITION • Awarded the "Sword of Honour" by the British Safety Council for all the paint plants in India. This award is considered as the pinnacle of achievement in safety across the world.
  26. 26. • Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best Small Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a Billion Firms' of Asia in 2005. • Ranked 24th amongst the top paint companies in the world by Coatings World - Top Companies Report 2006. • The Asset - one of Asia's leading financial magazine ranked Asian Paints amongst the leading Indian companies in Corporate Governance in 2002 and 2005. • Received the Ernst & Young "Entrepreneur of the Year - Manufacturing" award in 2003. Efforts taken by Asian Paints to improve their Customer Satisfaction A Customer Care Executive will record your requirement, interest in the service and schedule an appointment for a site visit. A Sales Associate will visit the home on the appointed date & time.: • To understand your painting requirements. • To explain the various products and painting systems available and suggest options given your need. • To conduct a thorough site evaluation to understand present condition of the paintable area. • With the customer‟s consent, he will get measurements done for the chosen paintable area through a panel applicator assigned for the job.
  27. 27. • To finalize the Painting Estimate as per the measurements, painting systems chosen and the standard rate card. The Sales Associate will introduce the customer to the Relationship Associate who will be responsible for the execution of the job, and handover all points discussed with customer so far, before start of the actual painting job. The panel applicator assigned will initiate the job, with regular supervision by the Relationship Associate. The Relationship Associate will set a work schedule in consultation with the applicator for the job and share with customer, this will provide the timeline for the completion of the painting job, in a phase wise manner. The RA will supervise and ensure that the quality of painting is as per recommended guidelines and the painters are taking due care of things apart from painting - eg. Covering and masking of non-paintable surfaces, ensuring a clean job, taking care of furniture and fixtures, etc.The RA may also advice the customer on suggested shade choices, usage of special themes. After completion of painting the RA will ensure professional handover of the site to customer post required cleaning. Post completion - the invoice & warranty card with a validity of 1 year on paint & application will be couriered to you.An independent agency will contact the customer for confirming satisfaction rating on different parameters. During or after the painting process if there is any problem faced,, customer may get in touch with our customer care at 1800-209-5678 or mail the company at
  29. 29. THEORITICAL CONCEPT OF BRAND AWARENESS Students has a decision maker comes to the market place to solve his consumption problems and to achieve the satisfaction of his needs. The buying process is composed of a number of stages and is influenced by an individual‟s Psychological Frame Work composed of his personality, motivation, perception and attitude. BRAND AWARENESS STAGE: Input Stimuli Decision-Marking Process Output Behavior Personality Psychological Frame Evaluation Motivation Need Recognition Intention Post-Purchase behavior Firm’s Marketing Efforts
  30. 30. Interest Product Awareness Evaluation Social Environment Interest Breakdown Discount Repeat Attitudes The student is exposed to the existence of a product that may satisfy a need. This awareness may be an account of the search carried out by the student himself or because of a firm‟s communications through advertising or salesmanship or through social environments. Awareness may be neutral or active. When no need is currently recognized by student the awareness is neutral because there is no immediate interest in it and when the student is already aware of a product and subsequently recognizes a need, then the product awareness is active, and immediately is converted into interest. Student interest is indicated in the Consumer‟s willingness to seek further information about the product.
  31. 31. Output is the end result of the inputs of student behavior. It emerges after these inputs duly processed by the student. Output is composed of purchase and post-purchase behavior. CONSUMER BEHAVIOUR:- In earlier times, marketers could understand consumers through the daily experience of selling to them. But the growth in the size of companies and markets has removed many marketing managers from direct contact with customers increasingly. Managers have had to rely on students research for answers to the following key questions about. Who constitutes the markets - Occupants What does the market buy - Objects Why does the market buy - Objectives Who participating in the buying - Organizations How does the market buy - Operations When does the market buy - Occasions Where does the market buy - Outlets Marketing and environmental stimuli enter the buyer‟s consciousness. The buyer‟s characteristics and decision process lead to certain purchase decisions. The marketers task is to understand what happens in the buyer‟s consciousness between the arrival of outside stimuli and buyer‟s purchase decision. Marketing Stimuli Other Stimuli Buyer‟s Characteristics Buyer‟s Decision Process Buyer‟s Decision
  32. 32. Product Price Place Promotion Economical Technological Political Cultural Cultural Social Personal Psychological Problem Recognition Information Search Evaluation Decision Post Purchase Behavior Purchase Choice Brand Choice Dealer Choice Purchase Amount Purchase Timing A consumer‟s behavior is also influenced by such social factors as reference groups, family and social roles and status. A buyers decision are also influenced by personal characteristics, notably the buyer‟s age and life–cycle stage, occupation, economic, circumstances, lifestyle and personality and self-concept. Introduction stage: The introduction stage starts when the new product is launched. It takes time to roll out the product in several markets and to fill the dealer pipe lines, So sales growth is apt to be slow.
  33. 33. In this stage, profits are negative or low because of the low sales and heavy distribution and promotion expenses. Much money is needed to attract distributors and fill the pipelines. Promotional expenditures are at their highest ration to sales because of the need for a high level promotional effort to (1) inform potential consumers of the new and unknown product, (2) induce trail of the product, and (3) Secure distribution in retail outlets. There are only a few competitors, and they produce basic versions of the product. Since the market is not ready for product refinements. The firms focus their selling on those buyers who are ready to buy, usually higher – income groups. Prices tend to be on the high side because (1) costs are high due to relatively low output rates, (2) technological problems in production may have not yet been fully mastered, and (3) high margins are required to support the heavy promotional expenditures which are necessary to achieve growth. MARKETING STRATEGIES IN THE INTRODUCTION STAGE :
  34. 34. In launching a new product, marketing management can set a high or a low level. For each marketing variable, such as price, promotion, distribution, and product quality. Considering only price and promotion, management can pursue one of the four strategies. promotion Low High HIGH Rapid PRICE Skimming Strategy Slow Skimming Strategy Low Rapid Penetration Strategy Slow Penetration Strategy A rapid – skimming strategy consists of launching the new product at a high price and a high promotion level. The firm charges a high price in order to recover as much gross profit per unit as possible A slow – skimming strategy consists of launching the new product at a high price and low promotion. The high price helps recover as much gross profit per unit as possible, and the low level of promotion keep marketing expenses down.
  35. 35. A rapid – penetration strategy consists of launching the product at a low price and spending heavily on promotion. This strategy promises to bring about the fastest market penetration and the largest market share. A slow – penetration strategy consists of launching the new product at a low price and a low level of promotion. The low price will encourage rapid product acceptance. ANALYSIS & INTERPRETATION
  36. 36. Table 1: Indicating the awareness of ASIAN PAINTS brand S.NO. PRATICULARS NO.OF.RESPONDENTS PERCENTAGE 1 YES 168 67.20% 2 NO 82 32.80% Total 250 100.00% CHART: Inference: From the above table 67.20% of households are aware of brand ASIAN PAINTS. And 32.80% of households don‟t knows about the ASIAN PAINTS brands
  37. 37. Table2: What are the product lines of ASIAN PAINTS” you are aware of? S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE 1 ROYAL PLAY 52 31.00% 2 PREMIUM EMULSION 40 24.00% 3 DISTEMPORS 38 22.50% 4 TRACTOR EMULSION 20 11.90% 5 NONE OF THESE 18 10.71% TOTAL 168 100 CHART: Inference: From the above table it is clear that out of 168 respondents 31.00% of house holds are aware of ASIAN PAINTS ROYAL PLAY 24% of the house holdsare aware of ASIAN PAINTS PREMIUM EMULSION 22.5% of house holdsare aware of ASIAN PAINTS DISTEMPORS and 22.50% of house holdsare aware of TRACTOR EMULSION Table3:- Indicating the consumption pattern of ASIAN PAINTSproducts. S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE 1 ROYAL PLAY 52 31.00%
  38. 38. 2 PREMIUM EMULSION 40 24.00% 3 DISTEMPORS 38 22.50% 4 TRACTOR EMULSION 20 11.90% 5 ANTI CARBONATION 18 10.71% TOTAL 168 100 Chart Inference: From the above table it is clear that out of 168 respondents 18.00% of house holdsare consuming ASIAN PAINTSBIGBITE, 18.00% of the house holds are using ASIAN PAINTS ROYAL PLAY , 17% of house holds are PREIUM EMULSION ASIAN PAINTSand 4% of house holdsare ASIAN PAINTS, DISTEMPORS 7% of the households are consuming ASIAN PAINTS, TRACTOR EMULSION 36% of the house holds are using more than one product of morethan one products of ASIAN PAINTS products. Table4- Indicating the information sources of ASIAN PAINTS S.NO. PARTICULARS NO.OF. RESPONDENTS PERCENTAGE 1 ADVERTISEMENT 62 37 2 FRIENDS 52 31
  39. 39. 3 SHOPE KEEPERES 45 27 4 OTHERS 2 1 5 MORE THAN ONE 6 4 6 TOTAL 168 100 CHART:
  40. 40. Inference: From the above table it is clear that out of 168 respondents 37% of the respondents came to know about ASIAN PAINTSthrough ADVERTISEMENT, 31% of the respondents came to know about ASIAN PAINTSthrough FRIENDS, 27% of the respondents came to know about ASIAN PAINTSthrough SHOP KEEPERS, 1% of the respondents came to know about ASIAN PAINTSthrough OTHER sources, 4% of the respondents came to know about ASIAN PAINTSthrough more than one sources. Table7:- Indicating the brand preference
  41. 41. S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE 1 YES 124 74 2 NO 44 26 3 TOTAL 168 100 CHART: Inference: From the above table it is clear that out of 168 respondents 74% of the respondents prefer other brand to ASIAN PAINTS products., 26% of the respondents do not prefer other brands to ASIAN PAINTS products. Table 8:- Ranking the brands
  42. 42. S.NO PERTICULARS RANK 1 ASIAN PAINTS 1 2 JK WHITES 2 3 NEROLAC 3 4 BIRLA 4 Inference: From the above table it is clear that ASIAN PAINTSas ranked as first by the respondents in terms of their choice, JK WHITES was ranked as second by the respondents in terms of their choice, was ranked as third by the NEROLAC respondents in terms of their choice, BIRLA was ranked fourth by the respondents in terms of their choice. TABLE 9:- Indicating the various attribute of the product
  44. 44. CHART: Inference: From the above table it is clear that out of 168 respondents 31% of the respondents look at QUALITY while buying ASIAN PAINTS products, 17% of the respondents look at FRESHNESS while buying ASIAN PAINTS products, 14% of the respondents look at quantity while buying ASIAN PAINTS products, 11% of the respondents look at PRICE while buying ASIAN PAINTS products, 5% of the respondents look at PACKAGING while buying ASIAN PAINTS products, 1% of the respondents look at AVAILABILITY while buying ASIAN PAINTS products, 21% of the respondents look at MORE THAN ONE attributes. Table10: Indicating the disliked features of Dikes Sino PARTICULARS NO.OF.RESPONDENTS PERCENTAGE 1 PRICE 11 7
  45. 45. 2 QUALITY 16 10 3 PACKAGING 12 7 4 QUANTITY 31 18 5 NON AVAILABILITY 74 44 6 NOTHING 24 14 7 TOTAL 168 100 CHART:
  46. 46. Inference: From the above table it is clear that out of 168 respondents 7% of the respondents don‟t like the PRICE of the ASIAN PAINTSproducts, 10% of the respondents don‟t like the QUALITY of the ASIAN PAINTSproducts, 7% of the respondents don‟t like the PACKAGING of the ASIAN PAINTSproducts, 18% of the respondents don‟t like the QUANTITY of the ASIAN PAINTSproducts, 44% of the respondents don‟t like the NON AVAILABILITY of the ASIAN PAINTSproducts. TABLE 11:- Indicating the recalling level of respondents S.NO PARTICULARS NO. OF. RESPONDENTS PERCENTAGE 1 T.V 117 70 2 HOARDINGS 04 2 3 WALLPAINTINGS 18 11 4 NOT ABLE TO RECALL 29 17 TOTAL 168 100 CHART:
  47. 47. Inference: From the above table it is clear that out of 168 respondents 70% of the respondents have recall the T.V commercial, 2% of the respondents have recall the HOARDINGS, 11% of the respondents have recall the WALL PAINTINGS, 17% of the respondents are NOT ABLE TO RECALL the advertisement. TABLE 12:- Indicating the suitable media for brand promotions S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE 1 T.V 76 45 2 BROCHERS 47 28 3 RADIO 45 27
  48. 48. 4 TOTAL 168 100 . CHART:
  49. 49. Inference: From the above table it is clear that out of 168 respondents 45% of the respondents think that T.V is the best suitable medium for brand promotion, 28% of the respondents think that BROACHES are the best suitable medium for brand promotion, 27% of the respondents think that RADIO is the best suitable medium for brand promotion TABLE13:- Indicating the best promotional tool
  51. 51. Inference: From the above table it is clear that out of 168 respondents 16% of the respondents fell that PRICE-OFF will be the best promotional tool, 22% of the respondents feel that DISPLAYS will be the best promotional tool, 43% of the respondents feel that SAMPLE will be the best promotional tool, 18% of the respondents feel that CONTEST will be the best promotional tool.
  52. 52. TABLE14:- Indicating the best way to communicate the message S.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE 1 CELEBRITY 39 23 2 CORTOON 108 64 3 SLICE OF LIFE 9 6 4 FANTASY 11 7 5 TOTAL 168 100 CHART: Inference: From the above table it is clear that out of 168 respondents 23% of the respondents feel that CELEBRITY will be the best tool to communicate the message, 64% of the respondents feel that CORTOON will be the best tool to communicate the message, 6% of the respondents feel that SLICE OF LIFE will be the best tool to communicate the message, 7% of the respondents feel that FANTASY will be the best tool to communicate the message.
  53. 53. CHAPTER –5 FINDINGS AND SUGGESTIONS FINDINGS: • Of the households, 67% are aware of ASIAN PAINTSproducts and remaining 33% are not aware of ASIAN PAINTSproducts. • Of the households who are aware of ASIAN PAINTSproducts, 37% are aware through advertisement, 31% are aware through friends, 27% are aware trough shop keepers, and 1% is aware through others. • Of the households 31% prefer ASIAN PAINTS rayal play, 24% premium emulsion, 22.5% prefer distempers and remaining 22.5% prefer More than one brands. • Of the households 18% prefer, 18% prefer oteher brands of ASIAN PAINTS, 17% prefer PREMIUM ,4% prefer Marie, 7% prefer magic and 36% prefer more than one Brands.
  54. 54. • Of the households who prefer heritage, 74% opined ASIAN PAINTS Brands as superior in comparison with other brands and 26% perceived no difference when compared with other brands. • Under sample survey declared ranks are ASIAN PAINTS stood first rank, JK WHITE second rank, NEROLAC third rank, BRLA forth rank. • Of the selected features of asian paints, households who prefer Brands rated quality as first, followed by freshness, quantity , availability, packaging, price and some are like more than one feature. • Of the dislike features of Heritage, households who prefer Brands rated non availability as first, followed by quality, packaging and taste. • Of the households who recall the ASIAN PAINTS advertisement, 70% recall by T.V.advertisement, 2% are recall by billboards, 11% are recall by WALL PAINTINGS. • Of households suggest suitable media for Brand promotion, 45% are by T.V,28% are by broachers, 27% are by Radio. • Of the households suggest best medium to communicate by the advertisement, 23% are by celebrity, 64% are by cartoon, 6%e by slice of life and 7% are by fantasy. • All the households are purchasing the ASIAN PAINTSproducts from retailers SUGGESTIONS: • Company need to take steps to increase sweetness of milk so that the company can attract new customers and retain the existing customers. • Company need to strengthen its distribution channel to increase availability and access for the consumers who prefer ASIAN PAINTS brand. • Company may design an advertising strategy to promote its products in order to increase awareness level.
  55. 55. • Company may adopt sales promotion techniques, to attract households as they are major consumers for the product. • Company may adopt sales promotion techniques such as cash discounts, free offers etc., to attract retailer as he is main channel member in promoting the product to the consumers. QUESTIONNAIRE Brand awareness of ASIAN PAINTS and impact of promotional tools on Brand awareness. Name : Address : • Are you aware of brand “ASIAN PAINTS”? Yes [ ] No [ ] • What are the product lines of “ASIAN PAINTS” you are aware of? ROYAL PLAY [ ] TRACTOR EMULSION [ ] DISTEMPERS [ ] PREMIUM EMULSION [ ] • Which product of “ASIAN PAINTS” you consume the most? • ROYAL PLAY [ ] TRACTOR EMULSION [ ]
  56. 56. • DISTEMPERS [ ] PREMIUM EMULSION [ ] • What are the other products of “Heritage” you are aware of? A) B) C) D) • How do you know about Brand “Heritage”? Advertisement [ ] Friends [ ] Shop Keepers [ ] others [ ] • How do you rate “ Heritage” in comparison to other brands? High Price ___ ___ ___ ___ ___ Low Price High Quality ___ ___ ___ ___ ___ Low Quality Availability ___ ___ ___ ___ ___ Availability (Easy) (Difficult) • Do you prefer any other brand compared to “Heritage”? If yes Why If No Why • Please rank the Brands in terms of your choice(in order of preference)? [ ] Vijaya Dairy [ ] Jercy [ ] Model Diary [ ] • What attributes you look at when you buy Milk and Milk products? Price [ ] Quality [ ] Freshness [ ]
  57. 57. Packaging [ ] Taste [ ] Availability [ ] • Any features which you don‟t like about “Heritage”? Price [ ] Quality [ ] Packaging [ ] Taste [ ] Non Availability [ ] Nothing [ ] • Can you recall the advertisement of “Heritage” products? Yes [ ] No [ ] If Yes which media you have seen the advertisement? T.V.[ ] Paper ads [ ] wall paintings [ ] If any other specify_____ • Which media do you think is the best suitable for brand promotions? T.V. [ ] D to D [ ] Broachers [ ] If any other specify______ • Which promotional tool will be the best? Price offs [ ] Displays [ ] Sample [ ] Contests [ ] • Who do you think will be the best to communicate the message? Celebrity [ ] Cartoon [ ] Slice of Life [ ] Fantasy [ ] • “What is your opinion on ASIAN PAINTS brands?
  58. 58. BIBILIOGRAPHY • PHILIP KOTLER MARKETING RESEARCH Millennium Edition Prentice-hall of India PvtLtd.,New Delhi. • G.C.BERI MARKETING RESEARCH VIII Edition Tata Mc_GrawHill publishing company Ltd, New Delhi. • C.R.KOTHARI RESEARCH METHODOLOGY II Edition Wishwa prakasham publishers. • LEON G.SCHIFFMAN CONSUMER BEHAVIOR LESLIE LAZAR KANUK VI Edition Prentice Hall of India PvtLtd, NewDelhi