Download - Ravi foods

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BRAND AWARENESS

INTRODUCTION

For developing a new promotion strategy based on corporate

objectives which includes identifying the corporate growth role for

new products scanning the external environment, analyzing the

industry, assessing the firm’s new product experience, internal

capabilities and corporate culture the organization has to depend on

market research. Thus, it becomes a necessity for a business to run.

The outcome of which is a set of strategic roles that help identify the

markets for which new products will be developed . I present the

report, which will enable the organization to achieve the corporate

objectives i .e. , primarily to establish the brand in the market and to

play a dominant role as a Market Leader. The research is conducted to

study the present market situation and thus this study has gained

significance.

I carried out this study in order to get an over all view of

the market, different branches and scope of Dukes products. I believe

that this study will give great deal of information to the organization.

Department of MBA,BITS ,KMM

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BRAND AWARENESS

I hope that the objectives would be accomplished by the detailed

survey taken up in different segments of Hyderabad with the school

students. I put my best efforts to make this objective successful.

I am very pleased to hear a good word of mouth from the industry about the

successful brands of Dukes. It has a very good brand image and had built a good

reputation in the market.

I strongly believe that with the help of the most modern and

well-equipped R&D lab, manufacturing facilities with international

standards, vision of the top management about the future, sincere, hard

working and skilled manpower make this organization best in the

industry.

Today there are over 3000 employees, various C&F agencies

with the main Head office is Hyderabad.


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BRAND AWARENESS

NEED FOR THE STUDY:

Brand image is an era and reputation that the product gains 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 consumers 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.


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BRAND AWARENESS

SCOPE OF THE STUDY

The study contains important data about brand awareness and

the performance of DUKES brand. It will be useful to the company.

This study will help further advance study on RAVI FOODS Pvt.

Ltd.

The Study is focused on twin cities Hyderabad and

Secunderabad.


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BRAND AWARENESS

OBJECTIVES

To study and analyze the customers awareness level of DUKES.

To identify and analyze factors that influences the customer preference.

To measure the impact of promotional tools on Brand awareness.

To find the attitude of the children towards the DUKES.

To identify the various sources through which brand awareness

can be created.

To find the preferences of school children.


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BRAND AWARENESS

METHODOLOGY OF THE STUDY

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:


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BRAND AWARENESS

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 some where.

Secondary data was collected from company records and catalogs.

Research approach:

Survey method is adopted to collect the needed information from the

respondents.

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 students who prefer Dukes brands.

Sampling procedure:


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BRAND AWARENESS

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 students was selected from the targeted population

for the present study.

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

Percentage refers to a special kind of ratio in making comparison

between two or more data and to describe relationships between the data’s.


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BRAND AWARENESS

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.

An important problem that arises while using weighted mean is regarding

selection of weights. Weights may be either actual or arbitrary. i.e., estimated.


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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.

METHODOLOGY

Primary and secondary data were collected with the help of

questionnaire and report of the company respectively.

Primary data was collected by Questionnaire method.

Secondary data was collected from the Manuals, Brochures and

website of the company.


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LIMITATIONS:

1. This study was based on Hyderabad and Secunderabad

Twin Cities only.

2 . Some of respondents did not completely answered to the

questions as they were busy with their work.

3. The Respondents are selected on simple random sampling

method.

4. Time is also one of the constraints .


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BRAND AWARENESS

INDUSTRY PROFILE

Biscuits are categorized as impulse buying product in the market. Biscuits are

being consumed by all sectors of the society across the urban and rural markets in

almost all parts of the country.

In India, biscuits are being manufactured both in organized and unorganized

sectors. India is the world’s second largest biscuit manufacturing country – more than

Rs.3000 crore biscuit industries. China is the global market leader in biscuit industry

and makes 1.2 million tonnes of biscuits per annum. But what makes India a

delicious proposition is that, despite these huge volumes, the percapita consumption

of biscuits in India is about 1.2 kg, compared to more than 12 kg in developed

countries.

In just last few years, the biscuit business has expanded dramatically with the

entry of several multinational players. Measured by the number of companies, there

should be a significant decline in industry concentration perhaps more than half,

however just as it was before the entry of the multinational players. Parle and

Britannia still hold over Indians branded biscuits business segment.


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“The organized sector may soon overtake the unorganized sector in volumes”.

The recent studies on biscuit industry tells us the organized sector produces 5 lakhs

tonnes per annum, while the unorganized sector accounts for another 7 lakhs tonnes.

In last few years PROTECH has conducted studies on biscuit industry, and as per the

studies the organized sector is growing at 14% annually, where as the unorganized

sector’s growth has slowed down at 8%.form Britannia, Parle, Dukes, Nutrine, Rose

etc., are the major players in biscuit industry in Hyderabad. Britannia is the market

leader with high market share followed by Parle and Dukes.

Dukes with its wide range of products and with strict quality control, it is

continuously improving in India for last few years. Competition form unorganized

sectors is totally uncontrollable. There is a fierce competition in this industry.

Major players in the biscuit industry have established their brands with a

definite market share. On average, the industry spends 5 to 10 percent on

advertisements in the media, sponsoring sports and games participation in exhibitions

as part of their volume/brand building exercise.

The biscuit industry is providing employment to thousands of people directly

and lakhs indirectly and contributing their share to the government in the form of

taxes.


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BRAND AWARENESS

COMPANY PROFILE

RAVI FOODS PVT. LTD., was started in a modest way in the year 1995

in Hyderabad. Today it is multi product conglomerate with a turnover in excess of

Rs.35 crores.

RAVI FOODS PVT. LTD., is literally cracking with energy as it is

manufacturing a wide variety of biscuits, wafers and confectionary under the brand

name “DUKES”. It is an ISO 9001, Hyderabad based company.

Currently, it manufactures 5,100 tonnes of biscuits, 900 tonnes of

confectionary, 300 tonnes of cream filled wafer and tonnes of choco based products

every year.

The company is equipped with the latest and sophisticated imported

machinery that minimize the human handling, thus ensuring quality maintenance of

the products, at every state of production and packaging. One of its kind and most

modern cream filled wafers manufacturing plant has been imported from Germany

and installed for high quality production.

LOCATIONAL ADVANTAGE:

The factory is located on the national highway-7 on the Bangalore route

in Hyderabad. The transportation of raw material and finished goods is very

convenient through different modes.


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BRAND AWARENESS

VISION OF RAVI FOODS:

It is our endeavor to bring you rich, nutritious and quality products by

enhancing and upgrading the technology constantly. We firmly believe that doing

our job earnestly is the best service we can render our nation.

GROWTH AND PERFORMANCE:

Any great journey starts with a small step. This has been the case with Ravi

foods. It is started off in a modest way ten years ago; gradually it has grown to

international stature. Expansion is sign of growth, the company set up other concern

units at various locations to cater to the ever growing demand at a competitive price.

The company is equipped with the latest and sophisticated Imported

machinery that minimize the human handling, thus ensuring quality maintenance of

the products, at every state of production and packaging. Further more, the R&D lab;

warehousing and storing facility meet the international standards.

One of its kind and most modern cream filled wafers manufacturing plant has

been imported from Germany and installed here for high quality production. With

this the company image is growing day by day in Biscuits and confectionary

industry. ‘DUKES’ becomes mark of quality to the customers.

Ravi foods understand the importance of maintaining the ecological balance.

So, Ravi foods function with in the reasonable limits of anti pollution norms.

PRODUCTION TEAM:

A team of highly experienced and technically qualified professionals run the

plant. The production team led by skilled and experienced Bakery technologists who

had worked with renowned food processing houses of international repute. They are

responsible for the highly motivated and quality conscious team of production and

R&D unit.


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BRAND AWARENESS

MARKETING TEAM:

The distribution and marketing network is equally strong and complements the

production team. The credit for the popularity and availability of DUKES even in

interior towns goes to the enterprising marketing team of the company.

More than 50 varieties of Biscuits, wafers and confectionary make the

DUKES product mix and marketing strength. Being an ISO-9001 certified company,

DUKES has always stood to meet the customers changing needs with a special

emphasis on quality choice and cost benefits

DISTRIBUTION:

Ravi foods pvt. Ltd., has a nation wide market with its three level distribution

network.

The distribution channel of Ravi foods private limited is

Manufacturer

Sales depots

Distributor

Retailer

Customers

In Hyderabad 26 distributors are there.


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BRAND AWARENESS

ORGANIZATION STRUCTURE:

The marketing team of DUKES is strong and complements to the production

team. The credit for the popularity of DUKES even in interior cities goes to the

enterprising marketing team of the company.

The marketing department structure is

Board of director

Zonal sales manager

Area sales manager

Senior officers

Sales representatives

Field officers


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BRAND AWARENESS

PRODUCT LINE OF DUKES:

DUKES

Wafers

Masti chocolate

Masti orange

Masti

strawberry

Masti Chaco

mix

Masti pineapple

Masti vanilla

Chocolates

Big bite

Meltz

Sweet

hearts

Biscuits

Merry milk

Marie break

Nice

Saltx

Crack crispy

Cream Masti

Butter munch

Cream magic

Cream

Bourbon

Kaju munch

Glucose

confectionary

Soft boiled

(toffees)

Merry milk

Coffee gold

Chaco bar

Hard boiled (candy)

Mera lacto

Jadoo

Coconutties

Cool mints

Coffee maza

Orange candy


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BRAND AWARENESS

BRAND:

A name, term, sign, symbol, or design, or a combination of these,

intended to identify the goods or services of one seller and to differentiate them from

those of competitors.

Consumer view a brand as an important of a product, and branding can

add value to a product. Branding has become so strong that today hardly anything

goes unbranded.

Branding helps buyers in many ways. Brand names consumers identify

products that might benefit them. Brands also tell the buyer something about product

quality. Buyers who always buy the same brand know that they will get the same

feature, benefits, and quality each time they buy. Brandings also gives the seller

several advantages.

The brand name becomes the basis on which a whole story can be built about

a product special quality. The sellers’ brand name and trade mark provide legal

protection for unique product features that otherwise might might be copied by

competitors and branding helps the seller to segment market.

BRAND EQUITY:

Brands are more than just names and symbols. Brands represent consumers

perceptions and feelings about a product and its performance everything that the

product or service means to consumers.

As one branding expert suggests, “Ultimately, brands resides in the minds of

consumers”. Thus, the real value of a strong brand is its power to capture consumer

preference and loyalty.

Brand equity is the positive differential effect that knowing the Brand name

has on consumer response to the product or service. A measure of brands equity is

the extent to which consumers are willing to pay more for the brand.


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BRAND POSITIONING:

Marketers need to position their brands clearly in target customers’ minds.

They can position brands at any of three levels. At the lowest level, they can position

the brand on product attributes.

A brand can be better positioned by associating its name with a desirable

benefit. When positioning a brand, the marketer should establish a mission for the

brand and a vision of what the brand must be and do.

A brand is the company’s promise to deliver a specific set of features,

benefits, services, and experiences consistently to the buyers.

BRAND SELECTION:

A good name can add greatly to a products success. How ever, finding the

best brand name is a difficult task. It begins with a careful review of the product and

its benefits, the target market, and proposed marketing strategies.

CO-BRANDING:

Co-branding products for many years, there has been a recent resurgence in

co-branded items. Co-branding occurs when two established brand names of different

company’s are used on the same product.


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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 StimuliDecision-Marking

Process

Output

Behavior

Psychological Frame


Personality

Attitudes

NeedRecognitio

Intention

Product Awareness Interest Evaluation

Interest Breakdown

Firm’s Marketing

Efforts

Social Environme

nt

Evaluation

Post-Purchase behavior

Repeat Discount

Mot

ivat

ion

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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.

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


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BRAND AWARENESS

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

marketer’s task is to understand what happens in the buyer’s consciousness between the

arrival of outside stimuli and buyer’s purchase decision.

Marketin

g Stimuli

Other

Stimuli

Buyer’s

Characterist

ics

Buyer’s

Decision Process

Buyer’s

Decision

Product

Price

Place

Promotion

Economical

Technologic

al

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


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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.

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.

(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.


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BRAND AWARENESS

(3) High margins are required to support the heavy promotional

expenditures which are necessary to achieve growth.

MARKETING STRATEGIES IN THE INTRODUCTION STAGE :

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.


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Rapid

Skimming

Strategy

Slow

Skimming

Strategy

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.


High

Low

High Low

PRICE

PROMOTION

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BRAND AWARENESS

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.


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BRAND AWARENESS

1: Are you aware of brand “DUKES”.

S.NO. PERTICULARS NO.RESPONDENTS PERCENTAGE

1 YES 229 92%

2 NO 21 8%

Total 250 100.00%

AWARE OF BRAND DUKES

92%

8%

YES

NO

INTERPRETATION:

From the above table 92% of school students are aware of brand DUKES and 8% of school students don’t know about the DUKES brand.


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BRAND AWARENESS

2: What are product lines of “DUKES” you are aware of.

PRODUCT LINE

48%

17%

21%

3%

11%

BISCUITS

CHOCOLETS

WAFERS

CONFECTIONARY

BISC&CHOCKLAT

INTERPRETATION: From the above table 48%of students aware of biscuits and

17% of students aware of chocolates and 21% of students aware of wafers and 3% of

students aware of confectionary and 11% of students aware of biscuits & chocolates

of the Dukes Brand.

3: which product of “DUKES” you consume most.


S.NO PARTICULARSNO.OF

RESPONDENTSPERCENTAGE

1BISCUITS 109 48%

2CHOCOLETS 40 17%

3WAFERS 47 21%

4CONFECTIONARY 8 3%

5BISC&CHOCKLAT 25 11%

TOTAL229 100.00

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BRAND AWARENESS

S.NO PARTICULARS NO.RESPONDENTS

PERCENTAGE

1 BIGBITE 66 29

2 MUNCH 89 393 WAFFY 19 8

4 MARIE BREAK 8 4

5 CREAM MAGIC 21 9

6 SALTKISS 26 11

7 TOTAL 229 100

VARIOUS PRODUCTS& THEIR CONSUMPTION

29%

40%

8%

3%

9%

11%

BIGBITE

MUNCH

WAFFY

MARIE BREAK

CREAM MAGIC

SALTKISS

INTERPRETATION: From the above table 29% of students areConsuming

BIGBITE and 40% of students are consuming MUNCH and 8% of students are

consuming WAFFY and 3% of students are consuming MARIE BREAK and 9% of

students are consuming CREAM MAGIC and 11% of students are consuming SALT

KISS.

4: what is the other product of “DUKES” you are aware of?


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BRAND AWARENESS

PRODUCTS NO.OF.RESPONDENTS PERCENTAGEBurbon 28 12

Nice 32 14

Glucose 17 8

Marry milk 40 17

Nothing 112 49

Total 229 100

INTERPRETATION: From the above table 12% of children aware of BURBON,

14% of aware NICE, 7% of aware GLUCOSE, 17% of marry milk and 50% of

children don’t know other products of DUKES.

5: How do you know about brand “DUKES”


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BRAND AWARENESS

S.NO. PARTICULARS NO.OF RESPONDENTS

PERCENTAGE

1 ADVERTISEMENT 62 37

2 FRIENDS 52 31

3 SHOPE KEEPERS 45 27

4 OTHERS 2 1

5 MORE THAN ONE 6 4

6 TOTAL 168 100

INTERPRETATION: From the above table, 37% students came to know about

the DUKES through Advertisement and 31% of students came to know by friends

and 27% of student known by shopkeepers.

6: How do you rate “DUKES” in comparison to other brands


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BRAND AWARENESS

PERTICULERS DUKES BRITANIA ITC PARLE OTHERS

PRICE 110 75 26 15 3

QUALITY 58 94 64 9 4

AVAILABILITY 45 115 60 4 5

INTERPRETATION: From the above data, It can be said that BRITANIA stood

first, DUKES ranks second, ITC ranks third, PARLE ranks fourth and others occupy

last rank in terms of Price, Quality and Availability.

7: Do you prefer any other brands compared to “DUKES”


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BRAND AWARENESS

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE

1 YES 154 67

2 NO 27 12

3 NONE OF THESE

48 21

4 TOTAL 229 100

INTERPRETATION: From the above table 67% of students prefer other brand

and 12% of students don’t prefer other brand and 21% of students don’t prefer any

brand other than Dukes.

8: Please rank the brands in terms of your choice.


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BRAND AWARENESS

S.NOPARTICULARS

NO OF RESPONDENTS

PERCENTAGE RANK

1 BRIRANNIA146 64 1

2 DUKES47 21 2

3 PARLE17 8 3

4I.T.C

16 7 4

INTERPRETATION: From the above data analysis, Most of the respondents

preferred Britannia with first rank, Dukes with second rank, Parle with third rank and

ITC with fourth rank.

9: What attributes you look at when you confectionary.


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BRAND AWARENESS

S.NO PARTICULARS NO OF RESPONDENTS

PERCENTAGE

1 QUALITY 42 18

2 FRESHNESS 43 19

3 TASTE 28 12

4 PRICE 34 15

5 PACKAGING 15 8

6 AVAILABILITY 26 11

7 MORE THAN ONE

41 18

8 TOTAL 229 100

INTERPRETATION: The respondents in case of confectionary, preferring

the attributes with rank wise Quality, Freshness, Taste, Price, packing and

availability respectively.

10: Any features you don’t like about “DUKES”.S.No PARTICULARS NO.RESPONDENCE PERCENTAGE


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BRAND AWARENESS

1 PRICE 55 242 QUALITY 50 223 PACKAGING 16 74 TASTE 23 105 NON

AVAILABILITY23 10

6 NOTHING 58 257 ALL 4 28 TOTAL 229 100

INTERPRETATION: From the above table most of the children don’t like price.

Qualities also don’t like. Less children don’t like packing also.

11: What is your opinion on brand “DUKES”.


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BRAND AWARENESS

S. No PERTICULERS NO.OF RESPONDENTS

PERCENTAGE

1 GOOD 152 66

2 AVERAGE 51 22

3 BAD 11 5

4 NOTHING 15 7

INTERPRETATION: From the above table 66% of school children respond good

22% of children respond average 5% of children respond bad and 7% of children not

respond.

12: Which media do you think is the best suitable.

S.no. PARTICULAR NO.RESPONDENC PERCENTAG


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S E E

1T.V 200 88

2 BROCHERS 8 4

3 RADIO 14 7

4 TOTAL 229 100

BEST SUITABLE MEDIA

90%

4%6%

T.V

BROCHERS

RADIO

INTERPRETATION: Among all the media, T.V media stood first, Radio in

second place and Brochures in third place regarding suitability.

13: Who do you think will be the best communicate the message.

S.NO PARTICULARS NO.OF RESPONDENCE

PERCENTAGE


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BRAND AWARENESS

1 CELEBRITY 41 18

2 CARTOON 114 50

3 SLICE OF LIFE 20 9

4 FANTASY 54 23

TOTAL 229 100

INTERPRETATION: From the above analysis Cartoon is the best way of

communicating of the message whereas celebrity, Fantasy and Slice of life stands

next respectively.

14: Which program tool will be the best?

S.NO PARTICULARS NO.OF RESPONDENCE

PERCENTAGE


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BRAND AWARENESS

1 PRICE OFF 59 26

2 DISPLAYS 26 11

3 SAMPLE 87 38

4 CONTEST 35 15

5 COUPENS 22 10

INTERPRETATION: From the above table, program tools the price off, displays,

sample, contest, and coupons, ranks first, second, third, fourth and fifth respectively.

FINDINGS

Most of the respondents (92%) are aware of the brand “DUKES”.

Among the different product lines of the DUKES most of the people are aware

of biscuits, wafers, and chocolates. Which ranks in the series first, second, and


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BRAND AWARENESS

third respectively, where as confectionary of the DUKES did not gain much

awareness of the children.

Most of the children are consuming MUNCH, and the next place is BIGBITE.

DUKES gain most of the brand awareness through the advertisement.

Compared to the other brand DUKES is rated for high price.

DUKES stands third place in quality after BRITANIA and ITC respectively.

The availability of the DUKES in the shops, bakers easy less compared to the

popular brands BRITANIA and ITC.

Most of the respondents are preferring Dukes subject to its availability.

DUKES is ranked second place in terms of choice. Where as BRITANIA

stands first.

Most of the people proffering the confectionary by seeing the main attributes

of freshness and quality.

Most of the respondents desired change in the price of the DUKES.

And most of the respondents desired to improve in the quality compared to the

BRITANIA and ITC.

TV is the most power full media which is suitable in communicating the brand

image of the DUKES.

To communicating the message cartoon is the best way as it attracts children.

Regarding the sales promotion, sample is the best tool in promoting the brand

DUKES.

SUGGESTIONS

There is a need to make the children aware of DUKES confectionary product

line.


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BRAND AWARENESS

Price is the one the most important factor. which influence the sales. as the

most of the children felt the price of the DUKES is high. There is a need to

once again make revive of the price.

DUKES as to improve the quality and as to show a difference with the other

brands.

Availability of the DUKES in retail stores, bakers, school canteens have to be

increased.

The packing must be more attractive to draw the attention of the customer.

Most of customers are the children, the cartoon is the best way to

communicate message.

Samples and price off are the best promotional tool which must be utilize by

the DUKES to grab the market.

CONCLUSION

Ravi foods pvt.Ltd. is the Hyderabad based company with the turnover of

35crores though it’s a new company started in 1995. It has created a sensation in the


48

BRAND AWARENESS

market in the segment of Biscuits, Chocolates, Wafers and Confectionary with the

brand name DUKES.

As it is budding company compare to Britannia, ITC, and Joints. It is striving

hard in gaining the customers through its brand name. The brand DUKES have a

good image in the minds of customers and there is a need to penetrate into the rural

market segment and make it available in as many as retail outlets.

It got ISO 9001 certificate for its quality and got 66th place in the world.

BIBLIOGRAPHY

1. PHILIP KOTLER


48

BRAND AWARENESS

MARKETING RESEARCH

Millennium Edition

Prentice-hall of India Pvt Ltd, New Delhi.

2. G.C.BERI

MARKETING RESEARCH-VIII Edition

Tata Mc_GrawHill publishing company Ltd, New Delhi.

3. C.R.KOTHARI

RESEARCH METHODOLOGY

II Edition

Wishwa prakasham publishers.

4. LEON G.SCHIFFMAN

CONSUMER BEHAVIOR

LESLIE LAZAR KANUK

VI Edition

Prentice Hall of India PvtLtd,

New Delhi.

Web sites:

www.google.com www.dukesindia.com

QUESTIONNAIRE

Topic: Brand awareness of “Dukes” [Ravi Foods Pvt.Ltd] and impact of promotional tools on Brand awareness.


48

BRAND AWARENESS

Name :Address :

1) Are you aware of brand “Dukes”?

Yes [ ] No [ ]

2) What are the product lines of “Dukes” you are aware of? Biscuits [ ] Wafers [ ] Chocolate [ ] None of these [ ]

3) Which product of “Dukes” you consume the most?

Big Bite [ ] Munch [ ] Waffy [ ]

Marie Break [ ] Cream Magic [ ] Salt Kiss [ ]

4) What are the other products of “Dukes” you are aware of?

A)_________ B) ________ C)________ D) _________

5) How do you know about Brand “Dukes”?

Advertisement [ ] Friends [ ]

Shop Keepers [ ] others [ ]

6) How do you rate “Dukes” in comparison to other brands?

High Price ---------------------------- Low Price


48

BRAND AWARENESS

High Quality ---------------------------- Low Quality

Availability --------------------------- Availability(Easy) (Difficult)

7)Do you prefer any other brand compared to “Dukes”?

If yes Why

If No Why

8) Please rank the Brands in terms of your choice (in order of

preference)?

Dukes [ ]

Britannia [ ]

I.T.C [ ]

Parle [ ]

9) What attributes you look at when you buy Biscuits and

Confectionary?

Price [ ] Quality [ ] Freshness [ ]

Packaging [ ] Taste [ ] Availability [ ]

10) Any features which you don’t like about “Dukes”?

Price [ ] Quality [ ] Packaging [ ]


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BRAND AWARENESS

Taste [ ] Non Availability [ ] Nothing [ ]

11) What is your opinion on Brand “Dukes”?

___________________________________

___________________________________

12) Which media do you think is the best suitable for brand

promotion?

T.V. [ ] Radio [ ]

Brochures [ ] If any other specify-----

13) Who do you think will be the best to communicate the

message?

Celebrity [ ] Cartoon [ ]

Slice of Life [ ] Fantasy [ ]

14) Which promotional tool will be the best?

Price offer [ ] Displays [ ]

Sample [ ] Contests [ ]


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