brand awareness towards heritage fooods-60-15

7/31/2019 Brand Awareness Towards Heritage Fooods-60-15

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CONTENTS

CHAPTER 1 PAGE.NO INTRODCTION OF THE STUDY 1 - 4

NEED AND IMPORTANCE OF THE STUDY

OBJECTIVES OF THE STUDY

RESEARCH METHODOLOGY

SOURCE OF THE DATA

PRIMARY DATA

SECONDARY DATA

LIMITATIONS OF THE STUDY

CHAPTER 2 5-13

INDUSTRY PROFILECHAPTER 3 14-25

COMPANY PROFILE SUGUNA FOODS PROFILE

CHAPTER 4 26-42

REVIEW OF LITERATURE

BRAND

BRAND AWRENESS

BRAND POSITIONING

BRAND LOYALITY

BRAND REVITLZATIOIN

CHAPTER 5 43 - 60

DATA ANALYSIS AND INTERPRETATION

CHAPTER 6 61 - 62

FINDINGS

SUGGESTIONS

CHAPTER 7 63 - 66

ANNEXTURE

QUESTIONNAIRE

BIBLIOGRAPHY


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CHAPTER- 1

INTRODUCTION OF THE STUDY

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INTORDUCTION

Brand Awareness

The likelihood that consumers recognize the existence and availability of a

company's product or service. Creating brand awareness is one of the key steps in

promoting a product.

Brand awareness is an important way of promoting commodity-related products.

This is because for these products, there are very few factors that differentiate one product

from its competitors. Therefore, the product that maintains the highest brand awareness

compared to its competitors will usually get the most sales.

For example, in the soft drink industry, very little separates a generic soda from a

brand-name soda, in terms of taste. However, consumers are very aware of the brands Pepsi

and Coca Cola, in terms of their images and names. This higher rate of brand awareness

equates to higher sales and also serves as an economic moat that prevents competitors from

gaining more market share.

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NEED FOR STUDY

The changing trends in the Indian society lead consumers towards four wheelers

from two wheelers. The four wheeler/food industry is prospering in India with eleven

existing companies and different models are being produced by each of the company.

HERITAGE Udyog Ltd. being a standard company holds a major share in the Indian

market. With increase in competition it is releasing new models of foods with a less time

gap between one and the other. Due to the fewer gaps between one and the other, many

models are left unaware. Thus, this study helps to know the level of brand awareness of

HERITAGE FRESH FOODS and impact of advertisement in creating brand awareness.

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Objectives:

Primary Objective: The main objective of the study is to know the level of brand

awareness of HERITAGE FRESH FOODS.

Secondary Objectives:

To study the level of brand recall and brand recognition rate.

To study the role of advertisements in motivating people towards

HERITAGE

Scope of the study:

Scope of the study is extended to 13 models of HERITAGE FRESH

FOODS. And the area of study is HYD..

Limitations:

Findings are confined to specified period

The study is limited to HYD and SECUNDERABAD areas.

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Research Methodology:

Source of data:

Secondary data:

Books: All the literature review.

Company records: All the company information

Company website: All the information of the product.

Primary data:

Primary data was collected by interview method and through structured

Questionnaires. The general public and food owners of various brands were chosen

as source for this data

Sample size:

As the total sales of food per year were around 500. So 10% of them was

taken as sample size and 50 respondents were contacted

Sampling unit:

General public and food owners of various brands were selected as the

sampling unit to collect the data regarding awareness of the brand

Statistical tool:

Statistical tools used to analyze the data collected and interpretation of the

same was done with the help of percentages, pie & bar charts respectively

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CHAPTER-2

INDUSTRIAL PROFILE

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INDUSTRY PROFILEINDUSTRY PROFILE

India is the world's second largest producer of food next to China, and has the potential of being the biggest

with the food and agricultural sector. The total food production in India is likely to double in the next tenyears and there is an opportunity for large investments in food and food processing technologies, skills and

equipment, especially in areas of Canning, Dairy and Food Processing, Specialty Processing, Packaging,

Frozen Food/Refrigeration and Thermo Processing. Fruits & Vegetables, Fisheries, Milk & Milk Products,

Meat & Poultry, Packaged/Convenience Foods, Alcoholic Beverages & Soft Drinks and Grains are

important sub-sectors of the food processing industry. Health food and health food supplements is another

rapidly rising segment of this industry which is gaining vast popularity amongst the health conscious.

India is one of the worlds major food producers but accounts for less than 1.5 per cent of international food

trade. This indicates vast scope for both investors and exporters. Food exports in 1998 stood at US $5.8

billion whereas the world total was US $438 billion. The Indian food industries sales turnover is Rs 140,000

crore (1 crore = 10 million) annually as at the start of year 2000. The industry has the highest number of

plants approved by the US Food and Drug Administration (FDA) outside the USA.

India's food processing sector covers fruit and vegetables; meat and poultry; milk and milk products,

alcoholic beverages, fisheries, plantation, grain processing and other consumer product groups like

confectionery, chocolates and cocoa products, Soya-based products, mineral water, high protein foods etc.

We cover an exhaustive database of an array of suppliers, manufacturers, exporters and importers widely

dealing in sectors like the -Food Industry, Dairy processing, Indian beverage industry etc. We also cover

sectors like dairy plants, canning, bottling plants, packaging industries, process machinery etc.

The most promising sub-sectors includes -Soft-drink bottling, Confectionery manufacture, Fishing,

aquaculture, Grain-milling and grain-based products, Meat and poultry processing, Alcoholic beverages,

Milk processing, Tomato paste, Fast-food, Ready-to-eat breakfast cereals, Food additives, flavors etc.

Food processing

The food industry is the complex, global collective of diversebusinessesthat together supply much of

the food energy consumed by theworld population. Only subsistence farmers, those who survive on what

they grow, can be considered outside of the scope of the modernfoodindustry.

Food processing is the methods and techniques used to transform raw ingredients into food

for human consumption.Food processing takes clean, harvested or slaughtered and

butchered components and uses them to produce marketable food products.there are several

different ways in which food can be produced.

One Off Production This method is used when customers make an order for something to

be made to their own specifications, for example a wedding cake. The making of One Off

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Products could take days depending on how intricate the design is and also the ability of the

chef making the product. today...

Batch Production This method is used when the size of the market for a product is not

clear, and where there is a range within a product line. A certain number of the same goods

will be produced to make up a batch or run, for example at Greggs Bakery they will bake a

certain number of chicken bakes. This method involves estimating the amount of customers

that will want to buy that product.

Mass production This method is used when there is a mass market for a large number of

identical products, for example, chocolate bars, ready meals and canned food. The product

passes from one stage of production to another along a production line.

Just In Time This method of production is mainly used in sandwich bars such as Subway,

it is when all the components of the product are there and the customer chooses what they

want in their product and it is made for them fresh in front of them.

WHOLESALE AND DISTRIBUTION

A vast global transportation network is required by the food industry in order to connect its

numerous parts. These include suppliers, manufacturers, warehousing, retailers and the end

consumers. There are also those companies that, during the food processing process, add

vitamins, minerals, and other necessary requirements usually lost during

preparation.Wholesale marketsfor fresh food products have tended to decline in

importance in OECD countries as well as in Latin America and some Asian countries as a

result of the growth ofsupermarkets, which procure directly from farmers or through

preferred suppliers, rather than going through markets.

The constant and uninterrupted flow of product from distribution centers to store locations

is a critical link in food industry operations. Distribution centers run more efficiently,

throughput can be increased, costs can be lowered, and manpower better utilized if the

proper steps are taken when setting up a material handling system in a warehouse.

The Indian food market is estimated at over US$ 182 billion, and accounts for about two

thirds of the total Indian retail market. Further, according to consultancy firm McKinsey &

Co, the retail food sector in India is likely to grow from around US$ 70 billion in 2011 to

US$ 150 billion by 2025, accounting for a large chunk of the world food industry, which

would grow to US$ 400 billion from US$ 175 billion by 2025.

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EXPORTS

Exports of agricultural products from India are expected to more than double to top US$

20.6 billion in the next five years, according to the commerce ministry.

According to estimates by the Agricultural and Processed Food Products Export

Development Authority (APEDA), the share of India's farm product exports in the global

trade will grow from 2 per cent now to over 5 per cent.

Exports of fresh and processed vegetables, fruits, livestock and cereals rose 10 per cent to

US$ 8.67 billion in 2010-2011.

SPICES

Despite a global slowdown, Indian spice exports are growing. India exported 470,520

tonnes of spices valued at US$ 11.68 billionan all-time highin 2010-2011.

During the 2010-11 , 444,250 tonnes valued at US$ 11.01 billion were exported. Compared

with 2010-11 , exports had shown an increase of 19 per cent in rupee value and six per cent

in dollar terms.

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FOOD PROCESSING

The Indian packaged processed foods industry is estimated at US$ 10.87 billion US$

13.05 billion, including biscuits, chocolates, ice-cream, confectionery, snacks, cheese and

butter. Growing at a healthy 14-15 per cent over the past two-three years, major players inthe sector include Britannia, Nestle, Amul, ITC Foods, Parle, Kelloggs, GlaxoSmithKline,

Wrigley and Frito-Lay, among others.

The industry received foreign direct investments (FDI) totalling US$ 143.80 million in

2010-2011against US$ 5.70 million in the previous fiscal. The cumulative FDI received by

the industry from April 2000-August 2010 stood at US$ 878.32 million.

However, Indias share in exports of processed food in global trade is only 1.5 per cent;

whereas the size of the global processed-food market is estimated at US$ 3.2 trillion and

nearly 80 per cent of agricultural products in the developed countries get processed and

packaged.

In order to further grow the food processing industry, the government has formulated a

Vision-2015 action plan under which specific targets have been set. This includes tripling

the size of the food processing industry from around US$ 70 billion to about US$ 210

billion, raising the level of processing of perishables from 6 per cent to 20 per cent,

increasing value addition from 20 per cent to 35 per cent, and enhancing Indias share in

global food trade from 1.5 per cent to 3 per cent. This would require an investment of US$

20.6 billion.

According to an Ernst and Young (E&Y) presentation, the food processing industry in India

will grow 30-40 per cent as against the present 15 per cent in the next 10-years.

Prime Minister Dr Manmohan Singh on October 6, 2010 laid out a blueprint for rapid

growth in the countrys food processing sector. The Prime Minister said that this can beachieved by simplifying the tax structure, formulating a National Food Processing Policy

and improving rural infrastructure.

Moreover, according to Union Minister for Food Processing Industries, Subodh Kant Sahai

the central government is envisaging an investment of US$ 21.50 billion in the food

processing industry over the next five years, a major chunk of which it plans to attract from

the private sector and financial institutions.

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SNACKS AND CONFECTIONERY

The Indian market holds enormous growth potential for snack food, which is estimated to

be worth US$ 3 billion, with the branded snack market estimated to be around US$ 1.34

billion, growing at 15-20 per cent a year. While the growth rate of the US$ 1.56 billion

unorganised sector is 7-8 per cent.

HEALTH FOOD

Recognising the growth potential of the branded health food sector in India, fast moving

consumer goods (FMCG) majors are foraying into this sector in a big way. As Hindustan

Lever Ltd (HUL) is test marketing its health food brand, Kissan Amaze, in three southern

states in India, Godrej Hershey Foods & Beverages Ltd (GHFBL), a joint venture between

Godrej Beverages & Foods Ltd and Hershey Company, is planning to introduce select

brands from its international portfolio in the domestic market.

DAIRY

According to Dairy India 2010 estimates, the current size of the Indian dairy sector is US$ 62.67 billion and

has been growing at a rate of 5 per cent a year. The dairy exports in 201010 rose to US$ 210.5 million

against US$ 113.57 last fiscal, whereas the domestic dairy sector is slated to cross US$ 110 billion in

revenues by 2011.

India continues to be the largest producer of milk in the world. It produced 110 million tonne of milk in

2010-2011.

BEVERAGES

According to industry experts, the market for carbonated drinks in India is worth US$ 1.5 billion while the

juice and juice-based drinks market accounts for US$ 0.25 billion. Growing at a rate of 25 per cent, the

fruit-drinks category is one of the fastest growing in the beverages market. Sports and energy drinks, which

currently have a low penetration in the Indian market, have sufficient potential to grow.

The market for alcoholic beverages has been growing consistently. 'The Future of Wine', a report on the

state of the wine industry over 50 years, suggests that the market for wine in India was growing at over 25

per cent per year.

MAJOR INVESTMENTS

Private investment has been one of the key drivers for growth of the Indian food industry. The 'India Food

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Report 2011', reveals that the total amount of investments in the food processing sector in the pipeline for

the next three years is about US$ 23 billion.

The government has received around 40 expressions of interest (EoI) for the setting up of 10 MFPs

with an investment of US$ 514.37 million.

Reliance Industries Ltd has invested US$ 1.25 billion in a dairy project.

Focusing on India as a rapidly growing market, US soft drinks giant Pepsico would pump in an

estimated US$ 152.30 million to set up four new food and beverages projects by 2012.

Geneva-based food service chain Global Franchise Architects (GFA) aims to open 250 stores

around the world by March 2011, of which 100 will be in India.

GOVERNMENT INITIATIVES

The new trade policy places increased focus on agro-based industries.

Food processing industries have been put in the list of priority sectors for bank lending. The Centre

has also announced a series of new initiatives which include a separate policy at the state level,

thrust on contract farming and making the sector tax-free.

The government plans to open 30 mega food parks by the end of the 11th five year plan (2010-

2012).

Fruit and vegetable processing units have been completely exempted from paying excise duty.

Automatic approval for foreign equity up to 100 per cent is permitted for most of the processed

food items.

Items like fruits and vegetables products, condensed milk, ice cream, meat production have been

completely exempted from Central Excise Duty.

Excise duty on ready to eat packaged foods and instant food mixes has been brought down to 8 per

cent from 16 per cent.

Excise duty on aerated drinks has been reduced to 16 per cent from 24 per cent.

The Ministry of Food Processing Industry would assist in the setting up of more food processing

units so that the industry could create 10 million jobs by 2015, according to Mr Subodh Kant

Sahai, Union Minister for Food Processing.

LOOKING AHEAD

According to the India Food and Drink Report Q3 2011 by research analysis firm Research and Markets, by

2012, Indias processed food output is likely to grow by 44.2 per cent to touch US$ 90.1 billion, while

packaged food sales will increase by 67.5 per cent to reach US$ 21.7 billion. On a per capita basis, per

capita packaged food spending is expected to grow by 56.5 per cent to US$ 18.06 by 2012.

Moreover, according to a FICCI-E&Y study on the Indian food industry, investment opportunities in the

Indian food industry are set to shoot up by a huge 42.5 per cent to US$ 181 billion in 2015 and to US$ 318

billion by 2020.

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CHAPTER-2

COMPANY PROFILE

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ORGANIZATION PROFILE

Heritage at a Glance:

The Heritage Group, founded in 1992 by Sri Nara Chandra Babu Naidu, is

one of the fastest growing Private Sector Enterprises in India, with three-business divisions

viz., Dairy, Retail and Agri under its flagship Company Heritage Foods (India) Limited

(HFIL), one infrastructure subsidiary - Heritage Infra Developers Limited and other

associate Companies viz., Heritage Finlease Limited, Heritage International Limited and

Heritage Agro Merine Private Limited. The annual turnover of Heritage Foods crossed

Rs.347 crores in 2009-10 and is aiming for Rs.700 crores during 2010-11.

Presently Heritages milk products have market presence in Andhra

Pradesh, Karnataka, Kerala, Tamil Nadu and Maharastra and its retail stores across

Bangalore, Chennai and Hyderabad. Integrated agri operations are in Chittoor and Medak

Districts and these are backbone to retail operations.

In the year 1994, HFIL went to Public Issue to raise resources, which was

oversubscribed 54 times and its shares are listed under B1 Category on BSE (Stock Code:

519552) and NSE (Stock Code: HERITGFOOD)

About the founder:

Sri Chandra Babu Naidu is one of the greatest Dynamic, Pragmatic,

Progressive and Visionary Leaders of the 21st Century. With an objective of bringing

prosperity in to the rural families through co-operative efforts, he along with his relatives,

friends and associates promoted Heritage Foods in the year 1992 taking opportunity from

the Industrial Policy, 1991 of the Government of India and he has been successful in his

endeavour.

At present, Heritage has market presence in all the states of South India.

More than three thousand villages and five lakh farmers are being benefited in these states.

On the other side, Heritage is serving more than 6 lakh customers needs, employing more

than 700 employees and generating indirectly employment opportunity to more than 5000

people. Beginning with a humble annual turnover of just Rs.4.38 crores in 1993-94, the

sales turnover has reached close to Rs.300 crores during the financial year 2005-2006.

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Sri Naidu held various coveted and honorable positions including Chief

Minister of Andhra Pradesh, Minister for Finance & Revenue, Minister for Archives &

Cinematography, Member of the A.P. Legislative Assembly, Director of A.P. Small

Industries Development Corporation, and Chairman of Karshaka Parishad.

Sri Naidu has won numerous awards including " Member of the World

Economic Forum's Dream Cabinet" (Time Asia ), "South Asian of the Year " (Time Asia ),

" Business Person of the Year " (Economic Times), and " IT Indian of the Millennium "

( India Today).

Sri Naidu was chosen as one of 50 leaders at the forefront of change in the

year 2000 by the Business Week magazine for being an unflinching proponent of

technology and for his drive to transform the State of Andhra Pradesh .

Forward looking statements:

We have grown, and intended to grow, focusing on harnessing our

willingness to experiment and innovate our ability to transform our drive towards

excellence in quality, our people first attitude and our strategic direction.

Mission:

Bringing prosperity into rural families of India through co-operative efforts

and providing customers with hygienic, of MAGNA able and convenient supply of " Fresh

and Healthy " food products.

Vision:

To be a progressive billion dollar organization with a pan India foot print by

2012.To achieve this by delighting customers with "Fresh and Healthy" food products,

those are a benchmark for quality in the industry.

We are committed to enhanced prosperity and the empowerment of the

farming community through our unique "Relationship Farming" Model.

To be a preferred employer by nurturing entrepreneurship, managing

foodeer aspirations and providing innovative avenues for enhanced employee prosperity.

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Heritage Slogan:

When you are healthy, we are healthy

When you are happy, we are happy

We live for your "HEALTH & HAPPINESS"

Quality policy of HFIL:

We are committed to achieve customer satisfaction through hygienically processed

and packed Milk and Milk Products. We strive to continually improve the quality of our

products and services through upgradation of technologies and systems.

Heritage's soul has always been imbibed with an unwritten perpetual commitment

to itself, to always produce and provide quality products with continuous efforts to improve

the process and environment.

Adhering to its moral commitment and its continuous drive to achieve

excellence in quality of Milk, Milk products & Systems, Heritage has always been laying

emphasis on not only reviewing & re-defining quality standards, but also in implementing

them successfully. All activities of Processing, Quality control, Purchase, Stores, Marketing

and Training have been documented with detailed quality plans in each of the departments.

Today Heritage feels that the ISO certificate is not only an epitome of

achieved targets, but also a scale to identify & reckon, what is yet to be achieved on a

continuous basis. Though, it is a beginning, Heritage has initiated the process of

standardizing and adopting similar quality systems at most of its other plants.

Commitments:

Milk Producers:

Change in life styles of rural families in terms of:

Regular high income through co-operative efforts.

Women participation in income generation .

Saved from price exploitation by un-organized sector .

Remunerative prices for milk .

Increase of milk productivity through input and extension activities

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Shift from risky agriculture to dairy farming

Heritage

Financial support for purchase of cattle; insuring cattle

Establishment of Cattle Health Foode Centers

Supplying high quality Cattle feed

Organizing "Rythu Sadasu" and Video programmes for educating the farmers in

dairy farming

Customers:

Timely Supply of Quality & Healthy Products

Supply high quality milk and milk products at afMAGNAable prices

Focused on Nutritional Foods

More than 4 lakh happy customers

High customer satisfaction

24 hours help lines (


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Suppliers:

Doehlar: technical collaboration in Milk drinks, yogurts drinks and fruit flavoured

drinks Alfa-Laval: supplier of high-end machinery and technical support Focusing on Tetra

pack association for products package.

Society:

Potential Employment Generation

more than 3500 employees are working with heritage

more than 9500 procurement agents got self employment in rural areas

more than 5000 sales agents associated with the company

Employment for the youth by providing financial and animal husbandry support forestablishing MINI DAIRIES

Producing highly health conscious products for the society

Qualities of management principles:

1. Customer focus to understand and meet the changing needs and expectations of

customers.

2. People involvement to promote team work and tap the potential of people.

3. Leadership to set constancy of purpose and promote quality culture trough out the

organization.

4. Process approach to assess the efficiency and effectiveness of each process.

5. Systems approach to understand the sequence and interaction of process.

6. Factual approach to decision making to ensure its accuracy.

7. Continual improvement processes for improved business results.

8. Development of suppliers to get right product and services in right time at right

place.

Product/Market wise performance:

The total turnover is Rs 341 Crores during the financial year 2010-11

against the turnover of 292.02 Crores in 2009-10. Today Heritage distributes quality milk

& milk products in the states of A.P, Karnataka, Kerala & Tamil nadu.

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During the year 2009-10 liquid milk sales was Rs.28329.79 lakhs against

Rs.24525.23 lakhs in the previous year. The sales of milk products including bulk sales of

cream, ghee and butter were recorded Rs 5781.59 lakhs against Rs 4677.21 lakhs.

Milk sales:

23% growth was recorded in AP 2.38 lakhs litres per day(LLPD) in 2009-10 against

1.93 LLPD in 2005-06. 13% growth was recorded in Tamilnadu-1.53 LLPD in 2009-10

against 1.35 LLPD in 2005-06. Over all growth of 6% was recorded- 5.49 LLPD in 2009-

10 against 5.16 LLPD. Flavoured milk sales recorded a growth rate of 77% over 2005-06.

Butter milk sales have gone up by 45% over 2005-06.

Outlook:

Considering the growth potential in the liquid milk market, the company has

drawn plans to increase its market share in the existing markets and to enter into new

markets there by doubling revenues in dairy business in the next 3 years. To achieve this

object, company is undertaking major expansion in dairy business by inverting over Rs20

crores during 2009-10 and over Rs10 crores during the current year to strengthen the milk

procurement.

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BRANCHES OF HFIL:

HFIL has 3 wings. They are

1. Dairy

2. Retail

3. Agribusiness

1. Dairy:

It is the major wing among all. The dairy products manufactured by HFIL are

Milk, curd, butter, ghee, flavoured milk, paneer, doodhpeda, ice cream.

2. Retail:

In the retail sector HFIL has outlets namely Fresh@. In those stores the

products sold are vegetables, milk& milk products, grocery, pulses, fruits etc.

In Hyderabad 19 retail shops are there. In Bangalore& Chennai, 3&4

respectively are there. Totally there are 26 retail shops are there.

Fresh@ is a unique chain of retail stores, designed to meet the needs of the

modern Indian consumer. The store rediscovers the taste of nature every day making

grocery shopping a never before experience.

The unique& distinctive feature of Fresh@ is that it offers the widest range

of fresh fruits and vegetables which are directly hand picked from the farms. Freshness lies

in their merchandise and the customers are always welcomed with fresh fruits and

vegetables no matter what what time they walk in.

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3. Agri Business:

In this business HFIL employees will go to farmers and have a deal with

them. Those farmers will sell their goods like vegetables, pulses to HFIL only. And HFIL

will transport the goods to retail outlets.

The agricultural professors will examine which area is suitable to import

vegetables from and also examine the vegetables, pulses and fruits in the lab. And finally

they report to the Head-Agribusiness. Representatives as per the instructions given by the

agri professors will approach the farmers directly and make a deal with them. It is the

process of registering the farmers.

Milk Producers:

Change in life styles of rural families in terms of:

Regular high income through co-operative efforts.

Women participation in income generation .

Saved from price exploitation by un-organized sector .

Remunerative prices for milk . Increase of milk productivity through input and extension activities

Shift from risky agriculture to dairy farming

Heritage

Financial support for purchase of cattle; insuring cattle

Establishment of Cattle Health Foode Centers

Supplying high quality Cattle feed

Organizing "Rythu Sadasu" and Video programmes for educating the farmers in

dairy farming

Customers:

Timely Supply of Quality & Healthy Products

Supply high quality milk and milk products at afMAGNAable prices

Focused on Nutritional Foods

More than 4 lakh happy customers

High customer satisfaction

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24 hours help lines (


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Qualities of management principles:

1. Customer focus to understand and meet the changing needs and expectations of

customers.

2. People involvement to promote team work and tap the potential of people.

3. Leadership to set constancy of purpose and promote quality culture trough out the

organization.

4. Process approach to assess the efficiency and effectiveness of each process.

5. Systems approach to understand the sequence and interaction of process.

6. Factual approach to decision making to ensure its accuracy.

7. Continual improvement processes for improved business results.

8. Development of suppliers to get right product and services in right time at right

place.

Product/Market wise performance:

The total turnover is Rs 341 Crores during the financial year 2009-10

against the turnover of 292.02 Crores in 2005-06. Today Heritage distributes quality milk

& milk products in the states of A.P, Karnataka, Kerala & Tamil nadu.

During the year 2009-10 liquid milk sales was Rs.28329.79 lakhs against

Rs.24525.23 lakhs in the previous year. The sales of miik products including bulk sales of

cream, ghee and butter were recorded Rs 5781.59 lakhs against Rs 4677.21 lakhs.

Milk sales:

23% growth was recorded in AP 2.38 lakhs litres per day(LLPD) in 2009-10 against

1.93 LLPD in 2005-06. 13% growth was recorded in Tamilnadu-1.53 LLPD in 2009-10

against 1.35 LLPD in 2005-06. Over all growth of 6% was recorded- 5.49 LLPD in 2009-

10 against 5.16 LLPD. Flavoured milk sales recorded a growth rate of 77% over 2005-06.

Butter milk sales have gone up by 45% over 2005-06.

Outlook:

Considering the growth potential in the liquid milk market, the company has

drawn plans to increase its market share in the existing markets and to enter into new

markets there by doubling revenues in dairy business in the next 3 years. To achieve this

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object, company is undertaking major expansion in dairy business by inverting over Rs20

crores during 2009-10 and over Rs10 crores during the current year to strengthen the milk

procurement.

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CHAPTER -4

LITERATURE REVIEW

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What is a Brand?

There are many ways of defining brands. This is due to the fact that branding is a

complex concept and hence can be interpreted variously, depending upon the perspective.

However, one the simplest of all definitions is the following:-

Brand = Product + Images

By this definition, brand is the amalgamation of a product and the images that it conjures.

These images may be a result of the product itself (both core and augmented), its usage

advertising and marketing activities, brand personality, the parent company and its

reputation, company's employees, media reports regarding the brands etc. Overtime,

exposure to these results in the creation of a brand.

For example: -

Lux = Toilet Soap + [Film stars + Beautiful Skin + Fantasy element (Looking like a film

star) + Confidence regarding looks + ].

Thus, Lux one of many toilet soaps available in the market is a brand because whenever we

hear the word Lux, or see its advertisement in television / newspaper, or see its package on

a shelf in the store, it conjures the image of beautiful Bollywood actresses, and the dream of

looking like them and not first the physical product i.e., a cake of soap.

The American Marketing Association has defined a brand as, 'a name, term, sign, symbol or

design, or a combination of them, intended to identify the goods or services of one seller or

group of sellers and to differentiate them from those of competitors'. Thus a brand is

anything associated with a product or service that accomplishes at least two objectives.

Firstly, it identifies the manufacturer or marketer of the product. Secondly, it differentiates

the product from competitors offerings.

It is important to understand that the brand name, term, sign, symbol, logo, design,

packaging style, colour, tone, jingle etc. used to identify the brand, can be legally protected

only when they get registered and become trade marks. A trade-mark is identified by a

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small 'R' inside a circle, viz . Trademarks, together with other intangible assets such as

copyrights and patents help in making a brand unique.

Another notable definition of brand is given by Duane E Knapp who describe a genuine

brand as,

- The internalized sum of all impressions received by customers and consumers resulting in

distinctive position in their (consumers) 'minds eye' based on perceived functional and

emotional benefits."

Thus genuine brand is not just the result of advertising and other marketing gimmicks.

Rather it is the sum of all consumer perceptions. Only a truly distinctive or unique brand

can create a lasting impression on consumers mind. Once the distinction between the brand

and its competition decreases, there is a greater scope for competing brands to occupy

consumers mind space. The ultimate test of a true brand is that it should provide value to

consumer, by giving them real benefits whether tangible or intangible. Thus, for a young

couple with kids eating at McDonalds provides the tangible benefit of having hygienic fast

food at a reasonable price, and the intangible benefit of seeing the happy faces of their kids,

enjoying themselves at McDonald's or getting free toys with their Merry Meals

Brand Awareness

In general, awareness describes peoples perception and cognitive reaction to a

Condition or event. Awareness does not necessarily imply understanding as it is an

abstract concept. Awareness may be focused on an internal state, such as an instinctive

feeling, or on external events such as sensory perception Marion and Booth (1997) give

good examples of awareness: People have earlier experience of a certain situation and are

aware of that. They are also aware of who they are, the background to the circumstances,

where being located as well as the emotions to the place, what time of year it is and what

day it is, and also what to do the rest of the day. Even though, there is awareness of

everything at the same time, the intensity varies. Peoples' awareness is reshaping its

structure constantly, and what we call awareness is the sum of the individual's experience.

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So it is possible to do one thing while still be aware of many other things. Brand awareness

is the capacity of consumers to recognize or remember a brand, and there is a linkage

between the brand and the product class, but the link does not have to be strong. Brand

awareness is a process from where the brand is just known to a level when the consumers

have put the brand on a higher rank; the brand has become the "top of mind"(Aaker, 1991).

Anchor to which other associations can be attached is when a new product has to

work to win recognition, because there are few purchase decisions that can be done without

knowledge about the product. Moreover, without attained recognition it is difficult to learn

about the character and advantages of the new merchandise. With product identification it

is easy to create a new relationship to the item. The explanation of familiarity/linking is that

people like familiarity, and knowledge make the product and brand more well-known and

familiar. This contains most of all low-involvement products like sugar, salt, paper towels,

when the knowledge about the brand often makes the buying decision. The positive

association between the number of experience and linking has been shown in studies. The

incentives to this relationship are for example non-figurative pictures, names and jingles.

Substance/commitment can be seen in name awareness which means existence, promise

and matter; things that are important for the buyer. The consumers do not have to know a

lot about the company, but as long as the buyers have positive brand awareness they will

buy the product.

In some cases, the brand awareness and understanding can depend on a buying

situation and do all the effort for consumers in a buying process. The level of brands to

consider is the first level to reach. When buying merchandise is to choose a collection of

trade names to consider - a "consideration set" (Aaker, 1991).

Brand awareness is much about communication. This is how Aaker (1991, p 63)

explains the awareness and recall of a name: "A name is like a special file folder in the

mind which can be filled with name-related facts and feelings. Without such a file readily

accessible in memory, the facts and feelings become misfiled, and cannot be readily

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accessed when needed." Brand awareness is dependent upon both the situation and the level

of achieved awareness.

Figure Levels of brand awareness:

1. Brand recognition:

This level is the first stage of brand awareness. It is when the consumers can recognize a

specific brand among others; "aided recall". Aided recall can also be explained as a

situation where a set of given brand names from a given product class is shown. The task is

then to identify the recognized names. Brand recognition is major when consumers face the

buying procedure.

2. Brand recall:

This is upon the consumers to name the trademark in a product class. Apart from

level one, this is an "unaided recall" since there are not given any examples of specific

brands. The role of brand recall can also be vital for regularly purchased products like

coffee, detergent, and headache remedies, for which brand decisions usually are made prior

going to the store. Further on, in some categories (such as cereal) there are so many

recognised alternatives that the shopper is overwhelmed.

3. Top of mind:

A brand that is "top of mind" is the first brand that consumers think of within a given

product class (Aaker, 1991). Brand awareness is important since a lot of the consumers feel

that if the brand is well known it has good quality. Most important is not that the brand is

well known, it is what it is known for (Melin, 1999). Further, awareness is a very important

brand advantage, but it cannot sell the product, especially not if the product is new (Aaker,

1991).

In the literature there are many facts that show that brand awareness affects consumer

choice and thereby their choice of brand. Lin and Chang (2003) found by their research that

brand awareness had the strongest effect on purchase decision on habitual behavior of low

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involvement products. They also wrote that Hoyer and Brown (1990) examined the role

played by brand awareness in consumer decision making process and found that it was a

dominant factor. Likewise, Jiang's (2004) investigation also shows that brand name, in

other words recognition of a brand, has an impact on consumers' choice.

Achieving Brand Awareness

Recognition and recall in attaining awareness, engage two responsibilities: to increase the

brand name identity as well as linking the characteristics to the item. This is in particular

vital when the product is new (Aaker, 1991).

Aaker (1991) has set up the following factors concerning how to achieve brand awareness:

Be different, memorable: Today, many products seem alike and the communication in the

product clusters is related. Therefore, it is important to differentiate the product, although,

the bond between the product class and the brand has to exist for easier recognition.

Involve a slogan or jingle: There can be a stronger linkage between a slogan and a brand

because it involves a visual feature of the brand. By this, the jingle or slogan is powerful

and can make a big change.

Symbol exposure: It is important to have a known symbol, because it is easy to

memorize and recall a visual illustration. A logo, either an already existing one or a

developed one, which is connected to the brand, can take a huge part in forming and

keeping awareness.

Publicity: Advertising is a proficient way to get publicity and make awareness, since it

can be customized to the communication and the addressees.

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Event sponsorship; The primary role of most event sponsorship is to create or maintain

awareness.

Consider brand extensions: To show the name or the logo on the products, and make the

name more prominent, is one way to increase brand recall. Examples of names that can be

found, promoted, shown and publicized on other products, than the key product, are Coca-

Cola, Heinz and Sunkist.

Using cues: The package is one of the most important cues to a brand, since that is what

the purchaser sees when buying the product. If not knowing the brand or the product, the

only contact to the brand is the package.

Recall requires repetition: It is easier to build up recognition than to build up recall of a

brand. It can be compared to the fact that one can recognize a face of a person but do not

recall the name. Therefore the link between the brand and the product class needs to be

stronger and the brand needs to be more prominent than in the recognition of the brand. To

receive a top of mind recall is even harder.

The recall bonus: To keep a top position through regular publicity creates brand

awareness as well as a strong brand which in turn leads to decreasing recall of competitive

brands.

To achieve brand awareness, it is important to have a special hallmark because it is the

hallmark that consumers recognize. It is easy to mix up consumer brand and corporate

brand with hallmarks. A hallmark makes it possible to identify a brand. A hallmark is not

the same as a symbol because it is much wider. A brand can have several hallmarks. They

are usually divided into six groups:

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1. Word brand, a name or word for example Coca Cola.

2.Design, Coca Cola's design of the bottle.

3. Sound, the melody of the ice cream truck.

4. Scentodour of products like surf excel

5.Pattern, the square pattern of Burberry.

6. Colour,boxes of film for cameras; Kodak's boxes are yellow while Fuji's are green

(Treffner & Gajland, 2001).

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Measuring Brand Awareness

As mentioned above, Keller (2003) claims that brand awareness consists of

recognition and recall and that brand awareness in its turn is a part of brand knowledge. To

measure brand awareness effectively it is important to know where most of the consumer

decisions are made. If many decisions are made at the point of the purchase, where the

brand, logo, packaging etc. are visible, brand recognition measures will be important. If

consumer decisions mostly are made away from the point of purchase the brand recall

measures become more important. The most basic procedure of recognition is to ask the

consumer which one of several listed items they have previously seen or heard of.

There are different measures of brand recall depending on the types of signals given to

the consumers: unaided recall and aided recall, which are described above. It is very

important to be aware ofspurious awareness in measuring brand awareness. It means that

consumers may erroneously claim that they recall something that they really do not and

even claim that they recall something that do not exist (Keller, 2003).

Brand is More Than a Name Attached-to Product

Branding is more than putting a label or identification mark on a product. If it were true than it

would be quite acceptable to put the brand name Coca Cola on a food. Obvious ly, it would be a

misfit. According to Jayant Kochar M.D., Amoreus Retail, 'People buy brands not products, they buy

benefits not features and benefits that make a customer buy are benefit perceived by their heart and

mind and not what the manufacturer may want to believe, i.e., benefit. Thus, one can say that it is

customers who decide the fate of a brand through their perceptions in turn one shaped by the actual of

the brand'.

A genuine brand is one which delivers something extra' i.e., provides added value. This

differentiating 'extra' could be superior functional performance, excellent perceived quality, and

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excellent services and so on. It is important to remember that a brand should offer something unique so

that it leaves a lasting impression on consumers mind.

Difference between product and brand

The core product is what the company produces. However, to make this product differentiated,

unique and desirable among its target consumers, it surrounds the product with images and creates

different associations, leading to the formation of a unique brand image and positioning in consumers

mind. The more differentiated a brand is in consumers mind, the less likely it is to be replaced by

competing brands. Through brands, companies try to establish a lasting relationship with their

customers, in the process making them brand loyal.

The 'extras' or 'add ones' that differentiate one brand from another include; before and after sales

service, self finance or credit service, guarantees and warranties, consumers perception of quality, value

for money .

BRAND POSITIONING

The idea of a well positioned product/brand has always intrigued companies and brand markets

like. The concept of brand positioning has generated a lot of interest among brand enthusiasts and it is

one branding concept backed by empirical research at paradoxical as it may seem it is one of the most

misunderstood concepts of branding. Positioning invariably has been associated with creating the

desired place for the product/brand in the market. Yet, this definition of positioning is too simplistic.

The concept is far more abstract than it is perceived to be, at first glance.

How ever this does not in any way diminish its importance in brand management as a matter of

fact with increased research activity in the area, the positioning concept is fast becoming an important

branding tool.

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WHY WE NEED TO POSITION BRANDS

Brand positioning is a comparatively newer concept in branding, though now days it is

considered a necessary task for every brand marketer. In this section we take look at some of the factors

that contribute towards the growth of positioning concept and have fuelled the interest of both

practitioners and market researchers.

Increasing brand commoditization

With the fast pace of change in technology, the ability of brands to sustain a different-advantage

(especially attribute or service based) is becoming more and more difficult When all brands suffer from

'similarity' or 'me-too* syndrome, it becomes very difficult. for consumers to make a choice. As

celebrated writer Naomi Klein opines in herbook 'No Logo' that all brands are similar, therefore, they

should be treated as commodities, hence-no logo. Without a tangible and relevant basis for

differentiation no brand will be able to make its presence felt in the market.

More sophisticated consumers

Easy access to mass media and opening up of new avenues such as digital and interactive media

including internet has made the consumers more aware, "knowledgeable and sophisticated. This

phenomenon is supported by increase in .literacy levels around the world and rise of consumerism.

Consumers awareness "regarding their rights have increased tremendously and correspondingly their

expectations have also arisen. The level of consumer sophistication has also increased due to growth in

the number of choices available, partly a result of an increase in size of organized retail sector and

growth of private labels. Therefore, a brand has to position itself distinctively in the customer's mind by

providing distinct advantage that is both meaningful and relevant for the modern, more demanding

consumers.

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Increase in brand clutter and stiffer competition

Every product category has many brands competing for the same target segment.Thus every

segment has a large number of brands for customers to choose from. In the absence of any clear brand

benefit/advantage, there is little to motivate the consumer to buy a specific brand. The increased ' brand

clutter' is also blatantly visible in mass -media advertisements. With a variety of brands offering similar

products to consumers the only basis of differentiation that many offer is, 'the advertising. To stand out

from the clutter many advertisements are designed to capture attention rather than communicate brand

benefits turning commercials into means of entertainment

BRAND CUSTOMER RELATION SHIP:

The relationship between brand and customers is a complex one. The purpose of brand

marketing is more than attraction, acquisition and retention of customers. It is necessary to build a long-

term relationship between brand and customer as it is portable for both the parties. While building a

long-term relationship with customers ensures a steady stream of income, a consistent market base and,

stability in share market, for the company. For consumers, besides the utilitarian value of having to

dispense with the time and money spend in searching for new brands, there are other social and

emotional values that brands provide. A meaningful relationship is one where in both the customers and

the brand provides value to each other. Customers view brands as a means of self expression and hence

brands need to exploit the idea by developing closer links with its target audience, who share similar

values and beliefs

Loyalty and faithfulness are just one aspect of brand customer relationship and signal a servile

attitude of customers towards brands. This is not always the case, infarct many a times the relationship

between brand and customer is more like that of a friend or an advisor. For instance Perk, establishes a

fun and friendly sort of relationship with its customers. Amicable Preity Zinta with her usual bubbly

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self personifies the brand which foodries the tag line 'Kahin bhi, kabhi bhi'. Kotak finance

communicates its accommodating and adaptive advisors' image through its commercials promising

personalized financial advice.

BRAND LOYALITY

All brand marketers want their brands to command a high degree of brand loyalty the desire of

having a large set of brand loyal customers is ultimately linked to long term profitability of the brand. It

is a well-know fact that profits accrue mainly due to repeat purchases and brand loyal customers are

known to make frequent purchases of their favorite brands, leading to a steady stream of profits from

comparatively lesser outlays on advertising and promotions. But with thousands of brands vying for

consumers limited mind space, achieving this elusive level of brand loyalty seems to be QUITE

impossible. Yet brands have large brand following and in certain cases customers refuse to buy any

other brand in case the desired brand is not available. This chapter examines and analyzes the cause of

brand loyalty and the strategy for and means of nurturing and developing loyalty among consumers

WHAT IS BRAND LOYALITY

The term brand loyalty refers to the repeat purchase made by the consumer out of commitment

to the brand.

Brand loyality is a measure of the attachment that a customer has a brand.

Hierarchy of brand loyalty

At the first level of hierarchy are the brand indifferent or non-committed customers. For them, the

choice of brand simply depends upon price, availability, convenience and even sales promotions offers.

The second level consists of the habitual customers. These are the buyers who continue to repurchase

the brand because it provides at least the basic level of satisfaction and there is no great incentive for

them TO change to a new brand. For example, a habituated customer goes to the general store every

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month and buys six bars of Lux Soap, simply because, the house hold requires six toilet soaps in a

month and he/she always buys the same brand of soap never considering any other brand available at

the store.

The third level comprises of customers who are satisfied with their current brand may incur

additional i.e., switching costs (in terms of time and money or functional performance risk), while

shifting to a new brand. Only when the benefits offered sufficiently large to cover these additional costs,

will the customer take the risk of switching to the new brand.

At the fourth level are the customers who are genuinely delighted by the brand. The brand has delivered

more benefits than expected and hence the customer has a reason to give preference to the brand. The

customers linking for the brand has helped build a relationship between the two. For the delighted

customers, the brand is like a friend who can be trusted and relied upon and switchingof brands is like

leaving old friends for new ones ; evidently not a very desirable option.

At the highest level are the devoted customers, who display greatest commitment towards the

brand. For them, the association with the brand is a matter of pride and they usually act as brand

advocates. This set of customers considers the brand as means of self-expression and it forms a part of

their personality. For the company, the devoted customers are like private marketing and brand building

unitsthat actively recommended the brand to fellow consumers.

BRAND REVITALIZATION

Even the strongest brands loose their sheen, with the passage of time. These brands may be

under performing but not extinct and with a little bit of redirection and refocusing they may still emerge

as a force to reckon with. The effort to infuse a new life into a dying brand is referred to as

revitalization. It is not just an attempt to increase turnover or provide support to the ailing brand rather it

is a sustained effort to increase brand's equity and create a new image and positioning for the brand it

also involves creating a new set of associations and perceptions regarding the brand expanding brand

consumer base.

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Trade off between brand revitalization and new brand creations

As is evident, the cost of revitalization is comparatively lesser than that of establishing a new

brand. Also, it requires lesser time to implement and foodries lower risk for example, while targeting

new segments, the emphasis remains on retaining loyal customers, thus making the entire exercise Jess

risky. However, there is a need to be cautious when under taking revitalization through brand extension,

since the action should reinforce or have a positive effect on the parent brand and should not just exploit

its existing (remaining) equity.

WHY BRANDS TURN OLD

Like human being, brands also have a life cycle that is they are born (i.e. created/ launched in

the market), grow up and reach adulthood, (i.e. growth stage of a brand). Brands also have a middle age

(the maturity period) when the growth has nearly stopped and though the position is. not bad for the

moment, it is well known that the only way is down hill. These mature brands are big names, well

established, having high brand equity but not much scope for growth. With a bit of introspection

redirecting and refocusing the brand can occupy its desired position in the market and receive the

much-required impetus for growth.

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BRAND REVITITALIZATION SCENARIOS

Revitalization can take place in two scenarios. These are :-

Scenario-l

When the brand to be recreated is practically dead: revitalization process is like starting

from scratch. The only remnant of the past in this case is the basic awareness of the brand name, which

company can make use of. Since most customers would not have any image or associations with the

brand, new associations and images could be created. Thus it is similar to the launch of a new brand

albeit with lower advertising and promotion cost.

Scenario -II

When the brand is under performing but not extinct: In this case the process of

revitalization begins with an understanding of the DNA or core value of the brand, it involves

framework for establishing a vision and mission for the brand as a theme and focus on defining its

intended area of core competence and the values that will build a bond with the customer'. To establish

such a framework a 'bench marking exercise could be undertaken, where the best practices of any brand

either in that category or any other is compiled. Later such practices are ranked and the key practices

that an 'ideal' brand in the category should follow are identified acts as a benchmark for the brand.

Keeping this in mind, possible means of recovery can be found. It is important to note that in such

situations any new image or positioning of the brand should not be radically different from old one,

since there is still high level of brand awareness and a small, yet loyal customer base, which may

become hostile is case of drastic image make over. To revitalize the brand successfully, the company

should use the core brand as a 'source of symbolization and this image should be reflected in the

recreated brand. The strategy for revitalization is based on understanding the brand identity - what it

stands for and leveraging it to relaunch the brand.

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CHAPTER 5

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Table: 1

1.Number of people who buy heritage products ?

OpinionNo, of Respondents Percentage

Yes 32 64%

NO 18 36%

Total 50 100%

0

5

10

15

20

25

30

35

Yes NO

Series1

INTERPRETATION:From the above graph it is interpreted that 64% persons owned food form the respondents.

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2.In which store you generally prefer to buy?

Table: 2


HERITAGEFRESH 30 60%

MORE 7 14%

SPENCERS 5 10%

FRESH 3 6%

MAGNA 2 4%SUBKISHA 3 6%

Total 50 100%

INTERPRETATION:From the above graph it is interpreted that 60% HERITAGE brand preferable by the customers

followed by 14% for MORE , 10% for SPENCERS, 6% for FRESH, 4% forMAGNA, 6% for

SUBKISHA respectively

0

5

10

15

20

25

30

35

FRES

H MORE

Hyundai

MAGA

NA

SPEN

CER

S

Series1

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3.Brands prefer to own

Table: 3



MORE 9 18%

SPENCERS 2 4%

FRESH 3 6%

MAGNA 4 8%

SUBKISHA 3 6%

Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that 58% HERITAGE brand is preferable to be owned by

Customers followed by 18% for MORE , 4% for SPENCERS, 6% forFRESH, 8% forMAGNA, 6%

forSUBKISHA respectively

0

5

10

15

20

25

30

35

FRES

H MORE

SPEN

CERS

RELIA

NCE

Fiat

Series1

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Table: 4

Features influenced to purchase the food.

Opinion

No, of

Respondents PercentagePrice 7 14%

Performance 25 50%

Low maintenance 7 14%

Stylish look 8 16%

Availability of service centre 3 6%

Total 50 100%

0

5

10

15

20

25

30

Price

Low

maintenance

Availabilityof

service

centre

Series1

INTERPRETATION:From the above graph it is interpreted that 50% of respondents are influenced by Performance feature

influenced to purchase a food .

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Table: 5

First thing that comes to mind when thinking of food.


Speed 24 48%

Style 6 12%


Comfort 13 26%

Total 50 100%

0

5

10

15

20

25

30

Speed Style Low

maintenance

Comfort

Series1

INTERPRETATION:From the above graph it is interpreted that speed is most frequently comes to customer mind when

thinking of food.

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Table: 6

When the respondent go for change the food, then brand preferred by them



MORE 10 20%

SPENCERS 5 10%

FRESH 4 8%

MAGNA 5 10%SUBKISHA 3 6%

Total 50 100%

INTERPRETATION:From the above graph it is interpreted that 46% of respondents HERITAGE brand morepreferable to

own after change of the previous food followed by 20% for tata,10% for SPENCERS, 8% for FRESH ,

10%forMAGNA ,6% forSUBKISHA respectively,

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Table: 7

What comes first when think of heritage ?


Reputed known brand 12 24%


Good service 11 22%

High performance 7 14%

Reliability 3 6%

Total 50 100%

0

2468

1012141618

Reputed

know

nbran

d

Lowma

intenan

ce

Good

service

High

perfo

rman

ce

Reliability

Series1

INTERPRETATION:

From the above graph it is interpreted that low maintenance comes to customer mind when think of

heritage

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Table: 8

First hear about heritage


TV 17 34%

News paper 11 22%Magazine 8 16%

Internet 3 6%

Friends & relatives 11 22%

If any other please specify 0 0%

Total 50 100%

02468

1012141618

TV

News

paper

Maga

zine

Intern

et

Frien

ds&relative

s

Ifanyo

therplea

sespecify

Series1

INTERPRETATION:

From the above graph it is interpreted that respondent heard about HERITAGE through by TV media

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Table:10

Opinion about heritage advertisement


Excellent 9 18%

Good 27 54%

Satisfactory 11 22%

Bad 3 6%

Worse 0 0%Total 50 100%

0

5

10

15

20

25

30

Excelle

nt

Good

Satisfa

ctory Ba

d

Worse

Series1

INTERPRETATION:

From the above graph it is interpreted that advertisement for HERITAGE is good

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Table: 11

Does advertisement influence to purchase a food?


Strongly agree 14 28%

Agree 29 58%

Disagree 4 8%

Strongly disagree 3 6%

Total 50 100%

0

5

10

15

20

25

30

35

Strongly

agree

Agree

Disagree

Stron

glydisa

gree

Series1

INTERPRETATION:

From the above graph it is interpreted that advertisement plays vital role in purchasing a food.

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Table: 12

Is advertisement only sufficient to buy a food?


Yes 34 68%

No 16 32%

Total 50 100%

0

5

10

15

20

25

30

35

40

Yes No

Series1

INTERPRETATION:

From the above graph it is interpreted that most of the customers agree with that advertisement is only

sufficient to buy a food.

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Table: 13

Which promotion activity shows more influence on the customer to purchase a food?


Advertisement 10 20%

Friends 24 48%

Schemes 5 10%

Brand 11 22%

Total 50 100%

0

5

10

15

20

25

30

Advertis

ement

Friends

Sche

mes

Brand

Series1

INTERPRETATION:

From the above graph it is interpreted that most of the customers are interested in buying food by

listening to there friends words

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Table: 14

No of people aware of new model in heritage

Opinion

No, of

Respondents PercentageYes 38 76%

No 12 24%

Total 50 100%

0

5

10

15

20

25

30

35

40

Yes No

Series1

INTERPRETATION:

From the above graph it is interpreted that 76% of respondents that are aware of new model.

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Table: 15

On whole opinion about heritage.

OpinionNo, of Respondents

Percentage

Excellent 10 20%

Good 27 54%

Satisfactory 7 14%

Neutral 4 8%

Bad 2 4%

Very bad 0 0%

Worse 0 0%

Total 50 100%

0

5

10

15

20

25

30

Excelle

nt

Good

Satisfa

ctory

Neutr

alBa

d

Very

bad

Worse

Series1

INTERPRETATION:

From the above graph it is interpreted that on the whole 20% Excellent, 54% Good , 14% Satisfactory,

8% Neutral, 4% Bad ,0% Very bad ,0% Worse on the whole respondents opinion about heritage is

good.

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CHAPTER 6

FINDINGS

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HERITAGE has 100% recognition rate.

HERITAGE has 100% recall rate, but it is not on the top mind of all the respondents.

USP of HERITAGE is reasonable price, but only 58% of people reel the same with it.

T.V and News paper are very effective means of advertisement.

Respondent opinion about HERITAGE advertisement is very good.

Majority of the respondents Agrees that Advertisement motivates in buying a product.

Though majority of the models produced by HERITAGE has awareness in market, still there

are many brands which the respondents are not aware of.

Only 16% of people are aware of new model produced by HERITAGE.

Majority of the respondents Agrees that the new model produced by HERITAGE is

really good.

From the survey it is clear that respondent's on the whole opinion about HERITAGE is

very good.

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Suggestions

HERITAGE has good recognition and recall rate but it is not on the top of the mind of all the

respondents. Thus it is clear that it still has scope in creating awareness. It can be attained by

aggressive advertisement and dominate the ads of other brands with Unique advertisements.

As majority of the respondents feel that advertisement plays a major role in motivating and it is

the driving factor in buying a product, thus it is essential to concentrate on advertisement to

increase their market share.

From the survey it is clear that all the models are not equally aware in the market, this is because

of the impact of the previous model produced, i.e. if a model produced by HERITAGE becomes

very successful then the successive model is left unaware by most of the people as their

concentration is on the successful model, to over come this problem, HERITAGE has to use

various means to communicate the people about the new model, some of such means are, Event

sponsorships, and using Sports men as Brand ambassadors etc..

As on the whole opinion of respondent about HERITAGE is very good, it needs to maintain it

with good Service, Reliabity.

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CHAPTER 7

Questionnaire

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I am student of MBA conducting a survey as a part of curriculum and would be grateful if you

could spare some of your precious time and please fill this questionnaire

Personal profile

Name :Age :Gender :Qualification :Profession :Income :

1).Which brand/company super market do you prefer shopping in?

A. HERITAGE FRESH B. MOREC. RELIANCE D. FRESH

2). Specify your preference to which brand would you like to own?

A. HERITAGE FRESH B. MOREC. RELIANCE D. FRESH

3).What is the first thing that comes to your mind when you think about your super market?

A. Price B. OffersC. No. of products D. Response

4). What comes to your mind when you think of HERITAGE?

A. Reputed known brand B. Low maintenanceC. Good service D. High performanceE. Reliability

5). How did you first hear about HERITAGE?

A. TV B. News paperC. Magazine D. InternetE. Friends & relatives

6). If you have seen the advertisement of HERITAGE, what did you feelabout the advertisement?

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A. Excellent B. GoodC. Satisfactory D. BadE. Worse

7). The advertisement motivated you to buy the super market model?

A. Strongly agree B. AgreeC. Disagree D. Strongly disagree

8). Is only advertisement sufficient of purchasing the product?

A. Yes B. No

If no, please specify what made you to purchase the super market

-----------------------------------------------------------------------------------

9). According to you what motivated to purchase in this super market?

A. Advertisement B. Friends

C. Schemes D. Brand

10). Are you aware of new products launched by HERITAGE?

A. Yes B. No

11). I like the new Products produced by HERITAGE?

A. Strongly agree B. AgreeC. Disagree D. Strongly disagree

12). What is your opinion about HERITAGE Foods?

A. ExcellentB. GoodC. SatisfactoryD. NeutralE. BadF. Very badG. Worse

13). Please give your suggestions on HERITAGE brand?

.

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Bibliography

Websites:

1. http://w\vw.HERITAGEFRESH.com/ab/aboutus_landing.asp?ch-l&ct=l l&sc=0

2. http://www.HERITAGEFRESH.com/knowing-HERITAGE-FRESH.aspx

3. http://eprints.bibl.hkr.se/archive/00000686/01/Dissertation.pdf

4. http://www.pondiuni.org/DDE/MBA_Project_Work__guidelines2007.pdf

5. http://imvp.mit.edu/papers/96/Krishnan.pdf

BOOKS:

1. DAVID.A.AKER {Managing Brand Equity }

2. KELLER&KOTLER {Marketing management}

3. SWETHA JOHRI {Brand management}

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http://imvp.mit.edu/papers/96/Krishnan.pdfhttp://www.amazon.com/Managing-Brand-Equity-David-Aaker/dp/0029001013/ref=pd_bbs_sr_4?ie=UTF8&s=books&qid=1217844293&sr=8-4http://www.amazon.com/Managing-Brand-Equity-David-Aaker/dp/0029001013/ref=pd_bbs_sr_4?ie=UTF8&s=books&qid=1217844293&sr=8-4http://imvp.mit.edu/papers/96/Krishnan.pdfhttp://www.amazon.com/Managing-Brand-Equity-David-Aaker/dp/0029001013/ref=pd_bbs_sr_4?ie=UTF8&s=books&qid=1217844293&sr=8-4


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brand awareness towards heritage fooods-60-15

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