the presention is all anout brand adn it evaluation

1. VSPMAHE’s
CENTRAL INSTITUTE OF BUSINESS MANAGEMENT
RESEARCH & DEVELOPMENT, NAGPUR
(Approved by AICTE, Affiliated to RTMNU, Member of UNAI)
Name of Student: Ms .Devyani Kalbande
Enrollment No.: 2010016600592895
Name of Academic Guide :Dr.Sukhbir Kaur
BRAND EVALUATION & CUSTOMER SASTISFACTION
MEASUREMENT
Marketing Management
Duration of SIP: 45days

2. Introduction of the SIP and Profile

3. Organization Profile
• Name of Organization: Indian Market Research
Bureau International
• Type of Organization: Marketing Research
company
• Year of Establishment:1970
• Name of Industry Guide: Mr. Harish Golsulwar,
Field Investigator

4. Internship Profile of the student

5. Research
• Target group:
• Men
• 25-55 years of age
• Belonging to SEC A/B
• Decision maker of clothes/apparels worn by
Men.
• At least once during the Non sale period
• Should have purchased more than INR 5000 on
branded clothing in last 12 months.

6. Unaided awareness
Tom of the mind awareness for fabric &
readymade garments.

7. Spontaneous communication recall
Readymade garments Fabric garments
•Which brands of branded fabrics & readymade garments of
trousers and shirting, have you seen advertisements on TV
recently?

8. Total brand communication
Fabric garments Readymade garments
•Which brand have you seen in adv on TV or heard on word
of mouth and on show/events ,where else have you
remembered it?
Brand imagery
•Which brands would you associated with this fabrics &
readymade garments from different sources included-
International quality Premium brand
Good quality Brand I trust

9. Main Findings
Branded readymade and fabric garments
Unaided awareness Spontaneous comm.
Recall
Brand imagery Total brand
communication
Trousers Shirts Trousers Shirts Trousers Shirts Trousers Shirts
Raymond Vimal Raymond Raymond Siyaram Arrow Siyaram Tommy
Hilfiger
Indian
terrain
Indian
terrain
Levis Blackberry Raymond Raymond Vimal Arrow
Blackbe-
rry
Peter
England
Park
Avenue
Peter
England
Louis
Philips
Peter
England
Raymond Park
Avenue

10. Learning during the SIP
• About various apparel brands in the market
• Interacting & convincing people
• People psyche in identifying & preferring
brands
• Brand positioning techniques
• Planning for field work

11. Conclusions
• Garment industry has seen a significant
change over the last decade from fabric to
readymade usage
• It takes considerable amount of time to build
customer confidence
• Customer’s trust is most important.