BRAND ACTIVATION: CAPTURING CLIENT’S FEEDBACK IN FROZIT DIVISION OF RUCHI FOOD LINE

1. A Summer Internship Report On
“BRAND ACTIVATION: CAPTURING
CLIENT’S FEEDBACK IN FROZIT DIVISION
OF RUCHI FOOD LINE”
Presented By : ABINASH DASH
Guidance Of : DIBYAJYOTI MOHAPATRA

2. A LITTLE ABOUT BRAND
Brand is a symbol, it may a sign, it may be a name, it is
that attribute from which we recognised the product and
also recognised to which company this product belongs
to, like when we saw a bitten apple logo we instantly
thought it belongs to Apple Company, the premium
mobile manufacturer. Brand activation is a marketing
discipline and is a relatively new term in the industry.
Brand activation is the art of driving consumer action
through brand interaction and experience.
This will in turn deliver tangible and mutually beneficial
value to clients, brands and customers alike.

3. ABOUT THE COMPANY
 The youngest & one of the most promising unit of
this industrial house i.e. Om oil & flour mills ltd.
(Frozen food division) has initiated a revolutionary
step in the food processing industry in the state.
The hygienic, processed food packets of this unit
have opened up vast possibilities of earning with
dignity. This unit is into manufacturing of frozen
ready to eat, non-csd beverages, instant mixes &
many more products under the brand name
“FROZIT”. Serving mankind with an open approach,
basing on values both practical and moral, has
been the guiding spirit of this unit venture.

4.  Frozen foods have been in existence since the
1930s and often are associated with TV dinners
and other convenience items. They are considered
less wholesome and less healthy than fresh
because of the heavy processing, artificial
ingredients and additives used for early frozen
foods. In truth, there are a lot of advantages to
buying frozen foods or freezing your own related to
quality, nutrition, cost and safety.
 We have rolled out a wide range of food items from
our kitchen like whole meals, snacks, biryani, fried
rice, curries, desserts & many more other items
under the brand name “FROZIT”.

5. PRODUCT SPECIFICATION
 Sooji
 Soyarol
 Dal tadka
 Daliya
 Soanpapdi
 Sago
 Biryani mix
 Idli rava
 Pappad
 Basmati rice
 Tikka gravy

6. DATA ANALYSIS AND INTERPRETATION
Pilot Study :
A pilot study is a pre-study of the fuller study. We
may limit it by your using fewer subjects than we plan to
include in the full study, or we may limit it because your.
 It permits preliminary testing of the hypotheses that leads
to testing more precise hypotheses in the main study. It
may lead to changing some hypotheses, dropping some,
or developing new hypotheses.
 4. It can greatly reduce the number of unanticipated
problems because you have an opportunity to redesign
parts of your study to overcome difficulties that the
pilot study reveals.

7. SCOPE OF THE STUDY
The term of scope means in which area the study can be
taken forward.
What extend the brand Frozit is well know.
Acceptance level f the customer for the Frozit product.
 It is confined limited area (Bhubaneswar).

8. OBJECTIVE OF THE STUDY
It is necessary to specify the objective of the
study. This is because of specification of objective
will enable us to study various areas and aspects
with clarity.
Ensure brand promise.
To provide product experience.
To educate customers/consumers.

9. METHODOLOGY
 Investigation methodology is the way to analysis
different aspects systematically to research at a
definite solution.
 Research in common parlance refers to a search
for knowledge. It can be defined as a form of
systematic inquiry that contributes to knowledge in
the field of management.
 Secondary data collected from Office, Published
journal, Project reports and Internet.
 By personal interview with client and other authority
of organizations the data are collected.

10. WHICH PRODUCT YOU ARE NOT SATISFIED?
 INTERPRETATION:
 14% customer not satisfied with Daliya.
 36% customer not satisfied with Soanpapdi.
 27% customer not satisfied with Dal Tadka.
 23% customer not satisfied with Pappad.
14
36
27
23
customer dislike product
daliya
sonpapdi
daltadka
papad

11. WHY YOU PURCHASE FROZIT PRODUCT?
36
24
40
customer feedback
quality product
lower price
give offer
INTERPRETATION:
36% of customer says they purchase product because of quality.
40% of customer says they purchase product because give offer.
24% of customer says they purchase product because low price.

12. HOW YOU RATE FROZIT PRODUCT?
0
5
10
15
20
25
30
35
40
45
50
good bad average
rate of product
rate of product
INTERPRETATION:
45 % customer says good quality is product
32% customer says the product quality is bad
23% customer says the product is average

13. FINDING
 Brand activation level of FROZIT can be improve.

 Some customers relay satisfy the product some are
not.
 Repeat purchase is not up to the mark

14. SUGGESTION
 For the better performance of brand FROZIT the
company should focused more on its brand activation
work. For that purpose some work need to be done.
 FROZIT should determine ways to extend the brand
activation year round and find ways to generate
additional customer touch points
 Company to Identify ways to leverage their activation for
promotional opportunity
 Company should make ways to embody their brand
attribute.
 Make ways to make the customer engage in the
production and advertisement process.


15. CONCLUSION
 Brand activation is replacing traditional marketing because of
its targeted, emotional and practical approach. It is basically
experiential marketing and is the simplest tool available for
activating brand by the collaboration of various tools available
for communication. Brand activation is more accountable than
advertisement as its focus is on delivering rather than focusing
as is in the case of advertisement. Brand activation is not
measured in term of sales rather it is measure in terms of
awareness and visibility. Brand activation creates loyalty for
the brands as its focus is on getting trust of customers. Brand
activation can be used for creating positioning and salience of
the brand. Brand activation is a tool that is providing benefits
to both the company and the brand simultaneously by giving
exposure and experience to the customers. So the ruche
FROZIT should engage more in brand activation work so that
it will able to engage its customer.