Creating Brand Awareness of Evergreen Forever PVT LTD

MMS Marketing 2012-13
IMCOST Thane Page 1

A
PROJECT REPORT
ON
Creating Brand Awareness of Evergreen Forever Pvt Ltd

SUBMITTED TO
THE UNIVERSITY OF MUMBAI IN PARTIAL FULFILLMENT OF MASTERS
DEGREE IN MANAGEMENT

SUBMITED BY
Nilesh Maruti Ghadge
MS 1112059
(Marketing)
UNDER THE GUIDANCE OF
Prof. Shilpa Kulkarni

SUBMITTED THROUGH
THE DIRECTOR
ADYOGIK SHIKSHAN MANDAL
INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES, THANE

IMCOST Thane Page 2

A
PROJECT REPORT
ON

Creating Brand Awareness of Evergreen Forever Pvt Ltd

By

Nilesh M. Ghadge
MS 1112059
Marketing

INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES
(IMCOST) THANE

IMCOST Thane Page 3

AUDYOGIK SHIKSHAN MANDALS
Institute of Management & Computer Studies
(IMCOST)
C-4, Wagle Industrial Estate, Near Mulund Check Naka, Thane (W), Mumbai 400604
www.imcost.org

CERTIFICATE
This is to certify that the Project Report titled Creating Brand Awarness of
Evergreen Forever Pvt .Ltd. Submitted by Mr. Nilesh M. Ghadge Enrol No:
MS111259 during Semester III of the MMS Program (Class of 2012) embodies
original work done by him.

Signature Signature Signature
(Internal Project Guide) (External Project Guide) Director
Mrs. Shilpa Kulkarni Dr. J. N .Shah

IMCOST Thane Page 4

TABLE OF CONTENTS

Chapter
No.
Topics Page No.

Executive summary

1

1

Introduction
1.1 Industry profile
1.2 Company profile

3-12

2

Objectives ,Scope and limitations
2.1 Objectives of study
2.2 Scope of study
2.3 Limitations of study
2.4 Review of Literature

14-20

3

Research methodology
3.1 Research design
3.2 sampling design
3.3 Data collection method

22-23

4

Data analysis and Interpretation

25-37

5

Finding, suggestions And Conclusion

38-41

6

Annexure
6.1 Questionnaire 1
6.2 Questionnaire 2

43-47

7

Bibliography

48

IMCOST Thane Page 5

DECLARATION

I hereby declare that the project entitled Creating Brand Awareness of
Evergreen Forever Pvt .Ltd submitted as a part of study of MMS degree is
my original work and the project has not formed the basis for the award of
any other degree, associate ship, fellowship or any other similar titles.

Place: Thane

Date: Signature of
Student
Nilesh Ghadge

IMCOST Thane Page 6

ACKNOWLEDGEMENT

It gives me great pleasure and deep sense of satisfaction in presenting this project
report on to study how Evergreen Forever Pvt. Ltd. can strengthen their place in the
Mumbai market.
First and foremost, I would like to thank my project guide Mrs. Shilpa Kulkarni for
her valuable guidance and encouragement through the course of project. Her motivations,
valuable suggestions and timely help in overcoming the problems have gone long way in
the successful completion of this challenging task.

I would like to thank Mr. Shailesh Bhinde (General Manager, Evergreen Forever Pvt.
Ltd.) for giving me an opportunity to carry out the project work Evergreen Forever Pvt.
Ltd

I would also like to express our heartfelt gratitude to Mr. Pankaj Desai (Area Sales
Manager, Evergreen Forever Pvt. Ltd) and his team, whose steadfast guidance all through,
has been so utterly dispensable to the inception and presentation of this dissertation.
And last but not the least I am very grateful to all the Dealers/Resellers whom I met
during these two months because without their kind cooperation this project would not
have been successful.
Finally, I would like to thank all the staff members of Institute of Management &
Computer Studies for their provident suggestions at every step.

Nilesh Ghadge
MMS
(Marketing)

IMCOST Thane Page 7

EXECUTIVE SUMMARY
The project I was dealing with Evergreen forever Pvt Ltd. is all about creating
brand awareness of herbal skin & hair care products in urban area. In general, when the
name of a brand is mentioned, the first idea that comes to the consumers mind is the
corporate image associated with it. Thus, a brand image not only implies an actual brand
meaning, which is set up in the beginning, and managed over time, but also is reflected by
a consumers perception of the producing company reputation. Therefore, the image of a
brand is mainly determined by customer perception, which means what values derived by
consumption of products. & it influences the performance of a brand & product. Therefore,
this study will investigate brand awareness of Evergreen Forever Pvt ltd.
The purpose of conducting this study is to measure customer satisfaction about
Evergreen Forevers Hair & skin Care products. This study will show either customer is
satisfied for quality what they get in return of paid price. How much they are loyal with
this brand and how much they prefer this particular brand to any other brand. Brand image
has been acknowledged as an important area of research. This is because companies can
increase their market share and growth rates by establishing a strong brand image in the
minds of their customers
This project helped me to gain lot of knowledge about customers buying behaviour
towards local herbal skin & hair care products. How customers behaviour affect the sales
and what people perceive about local brand and how customer can be attracted with
different promotional & advertising activities.
.

IMCOST Thane Page 8

Chapter No.1
Introduction
IMCOST Thane Page 9

INTRODUCTION

Evergreen Forever Pvt. Ltd. was established in 2008. Evergreen Forever Pvt. Ltd has
products in categories such as Body Care, Hair Care, Health Care, and Skin Care. At
Evergreen Forever, the commitment is purely to one thought and that is to provide
consumers with a choice of high utility, best quality, at the most optimum price. All
Evergreen Forever products are designed keeping in mind best personal healthcare by
highly qualified staff employing sophisticated analytical instruments to test the final
performance of each product. Apart from retail marketing the company has also have well
competent a personal selling network. The company has its marketing offices in ,Mumbai
and Pune. Evergreen Forever has its head office in Thane.
Vision
To be the leading provider of important healthcare brands and services to improve the lives
of people.

Mission
Globalization of ayurveda ,the ancient medical system in India.
Establish Nirmal as a safe health problem solution centre without any side effect.
Awareness of ayurvedic medicines to all age groups as well as all levels of society.
Why Evergreen Forever ?
Qualitative range of products
Prompt delivery
Cost-effective
State-of-the-art Infrastructure
IMCOST Thane Page 10

Product Range
Hair Care
We are one of the leading manufacturers, exporters and suppliers of superior quality Hair
Care Products. Our products are formulated from the premium quality ingredients that are
tested by our quality experts, before being to use. The offered products are highly
acclaimed by our clients due to their purity, long shelf life and optimum effectiveness. We
provide our products to our clients at market leading prices
Aloe Vera - Shikakai Shampoo
With an astonished talent of our competent team, we are offering assortment range of aloe
vera-shikakai shampoo. These are manufactured
from premium quality organic and natural products
sourced from our reliable vendors, strictly inspected
by our team of experts to ensure its shelf life and
performance. Our products are widely acclaimed by
our clients as it is helpful in getting rid from the
tangles of dandruff and provide superfluous strength and shine to frizzy and dull hair.

Aloe Vera - Anti-Dandruff Shampoo

We have emerged as eminent producers and
suppliers of an impressive collection of aloe
vera anti-dandruff shampoo. Our products
are processed by using premium quality
ingredients like aloe vera, neem, amla &

camphor which are helpful in removing dandruff from your scalp. These products have
properties like accurate composition, ph value and longer shelf life. In addition, henna
allows conditioning effect and makes your hair soft, healthy and shiny.

Aloe Vera - Conditioner Shampoo
By keeping track with market development, we are involved in providing aloe vera
conditioner shampoo. Our wide range of
shampoo is the best treatment for the hair loss
and thus widely used among the clients. This
range of shampoo is processed using includes
various ingredients like aloe vera that is natural
moisturizer and henna that is a natural
conditioner. Our all herbs shampoos are known for mild cleanser and ph balanced with no
side effects.

Skin Care
Owing to our expertise in this field, we are providing a premium quality range of Skin
Care products to our clients. This superior quality product range is processed by using
advance technologies and high grade ingredients sourced by our reliable vendors. Aloe
Vera skin care is widely used by our clients for protecting their skin from atmospheric
pollution, sunlight and blemishes. In addition, we offer customized packaging as per the
requirement of our precious clients.


Aloe Vera Cream

We bring to our customers an exclusive range of aloe
vera cream. After the elaborated research done by our
team of experts, this cream is processed using premium
quality ingredients and advanced technology. These
products are widely acclaimed by our precious clients due
to its efficiency to protect skin from atmospheric pollution, sunlight and blemishes. Our
valuable clients based in various locations can avail the assortment at market leading
prices.

Aloe Vera - Skin Care Gel

We specialize in manufacturing, exporting and
supplying aloe vera-skin care gel. Our team of
experts processed this gel under the most
hygiene environment using superior quality
inputs sourced from our reliable vendors in
market. Moreover, this product is extensively used to cure against the scars and wrinkles.
Our offered gel is practically tested which confirm that our gel is supreme to solve out the
problem related to skin and hair. Highly appreciated for its fast and quick result, this is
available with us in various customized packaging as per our noted clients specifications.


Aloe Vera Juice
Backed by a team of professionals we are
offering exclusive range of aloe vera juice.
The broad range of aloe vera juice is process
by our most trusted vendors of the market. It is
well tested by our quality testing unit on
various parameters, which help us to maintain
the pureness and freshness of the juices. These are ideal for various diseases like
gastronomy, diabetes, appetite, skin, constipation and for many others. We offer these
products at competitive price in the market.


COMPANY PROFILE
Type: Private limited company
Business: Marketing Firm
Founded: 2008
Headquarters: Thane
Key people: Mr.Shailesh Bhinde , Mr.Pankaj Desai
Turnover: 5cr
Employees: 50
Website: www.evergreenforu.com
Email: evergreen@herbal.ae
Contact no: 022- 25678975
022-25675787


ORGANIZATION STRUCTURE OF EVERGREEN FOREVER PVT.
LTD

Finance
Department
Marketing
Department
Team Accountant Marketing
Executive
Sales Men
Company
Head
Procurement
&
Distribution
Department

Quality Assurance
We conduct a variety of inspections, audits, registrations and certifications of commodities
and facilities to provide consumers with safe, high quality herbal products while
maintaining fair trade practices and enhancing product marketability for the industry
through its Quality Assurance Program.
We approach to long-term success through customer satisfaction, based on the
participation of all members of an organization (suppliers included) in improving
processes, products, services and the working culture is called: Total Quality Management
(TQM).
Procurement of Products
Evergreen Forever Ltd is marketing firm they do not produce herbal products at their
factory but they buy this product from Mataji Mahila Bachat Gat (Saving fund) & do
marketing & distribute of it all over Maharashtra
Distribution Channels
It is believed that a strong and efficient distribution network is one of the most important
assets of any Company or Business. Therefore we have decided to establish efficient
distribution channels into Maharashtra. It is imperative to grow our distributor network to
reach out to each and every household and hence we are soliciting distributorship
enquiries.
Following channels are used by Evergreen Forever Ltd to reach each segment of market
Retailers:
Evergreen Forever Ltd does not have their own retail shops so they are selling their
products through local retailers. I.e Medical Shops
Personal Selling:
Evergreen Forever Ltd has got the team of Marketing executives who sales their products
over door to door where executives interact with customers face to face & sale their
products as well as create awareness about their brand.

Online Delivery:
Evergreen Forever ltd has started their website www.evergreenforu.com through
which they receive orders & deliver product at their door step
Pricing Strategy of Evergreen Forever Ltd:
Since Evergreen Forever Ltd is new in the market & they also have not well brand
recognition therefore they are using Price Penetrating strategy where they are entering into
market with intention of grabbing market share & making space for them in current market
They have set their products prices at very low cost which can attract more segments
of customers.
Prices are as follow
Hair Care Products
Sr No Product name Price( per unit)
1 Aloe Vera Shikkhai Shampoo 100
2 Aloe Vera Dandruff Shampoo 100
3 Aloe Vera Conditioner 120

Skin Care Products
Sr.No Product name Price( per unit)
1 Aloe Vera Cream 120
2 Aloe Vera Skin Care Jel 120

1 Aloe Vera Juice 100


Competitors
Since it is new in the market there are many competitors for Evergreen Forever Ltd & they
have already established their names in consumers mind which might be little difficult for
Evergreen Forever Ltd to create space in consumers mind.
Major Competitors of Evergreen Forever Ltd is Himalaya Herbal Care Products & other
local Herbal brands

Himalaya Herbal products have grabbed 64% of market & rest Ayur, Bajaj Herbal care,
Neem , & Clean n Clear there are at 10 % & 26% people not aware about any major
competitors.

Himalaya
64%
Others
10%
None
26%
Competitors

Chapter No.2
Objectives, Scope, Limitations
and Review of Literature


Objectives
To understand the market potential for Herbal product.
To understand the awareness and perception of the Evergreen Forever Pvt Ltd
brand among the competitors.
Measuring Brand performance of Evergreen Herbal Product.
Scope of the study
With the help of primary data given by the respondent during the survey, a study is done to
help the Evergreen Forever Herbal Pvt Ltd.
To understand market potential for Personal care or Beauty care product in
Mumbai.
To understand their brands position with respect to awareness compared to other
personal care or Health care product in market.
To check for any opportunity or threat.
It gives information about how many consumer using competitor`s products.


Limitation of the study
1. Region:
The survey was limited for Mumbai Suburban city.
2. Selective specialization:
Only Hair Care & Skin Care Herbal Products were covered under project survey.
3. Time constraint:
As this was part of syllabus and time is of only 2 months to get the feedback from a
Suburban area of Mumbai city & due to time constraint large number of sample size was
not possible.
4. Approach:
Some of people were not entertaining the Questionnaire, so it is not possible to get perfect
perception of interviewee.


REVIEW OF LITERATURE

BRAND: A brand is defined as a name, term, sign, symbol (or) special design of these
elements that is intended to identify good (or) service of one seller (or) group of seller.

BRAND AWARENESS: The likelihood that consumers recognize the existence and
availability of companys product or service .Creating brand awareness is one of the steps
in promoting a product.
Example: In software industry, very little separates a generic soda from a brand-name
soda, in terms of taste. However, consumers are very aware of the brands Coca Cola and
Pepsi, in terms of their images and names. This higher rate of brand awareness equates to
higher sales and also serves as economic most that prevents competitors from gaining
more market share.

BUILDING CONSUMER BRAND AWARENES:
Branding has always been one of the most imperative factors in building a successful
business, whether it be food, supplements, beverages, retail store or any other consumer
product or service. As so, within the world of healthy and natural products, the importance
of branding is paramount. Indeed, most of us are aware that branding within the natural
products channel is actually a paradoxical statement. Its one of two things-either
consumer within this channel do not form the same relationships with the brands as do
mainstream consumers, or marketers within the channel, due to a variety of factors, have
not executed optimal brand building techniques.

TYPES OF BRAND
Product the most common brand is that associated with a tangible product, such as a car or
drink. This can be very specific or may indicate a range of products. In any case, there is
always a unifying element that is the 'brand' being referred to in the given case.
Individual product
Product brands can be very specific, indicating a single product, such as classic Coca- ola.
It can also include particular physical forms, such as Coca-cola in a traditional bottle or a
csan. Product range Product brands can also be associated with a range, such as the
Mercedes S-class cars or all varieties of Sensodyne toothpaste.

HOW TO DO BRAND AWRENESS:

1) Differentiate your brand:
Branding is all about sending a strong and consistent message. With a strong brand you
wont have to sell for as long or as hard. Customers will know that you stand for before
your pitch or proposal.
You want to be easily identifiable at every customer touch point, from word of mouth to
final sale. Whether its by visiting your website or seeing a print add, ensure that every bit
and byte of packaging, presentations, communications and marketing speaks with your
brand consistent look and feel.
The only way to see if you are standing out from the crowd is by performing a competitive
analysis. If you have not performed one for a while make time to take this important step
in re-aligning your brand.
Clip your competitors ads
Review their PR coverage
Research them online
And buy their products and services

2) Promise value:
Now that you have worked out what separates you from your competitors, it is time to
redefine your brand message so that your best prospects can relate to what your company
stands for. Ask yourself how well do you know and understand your customers? Create an
accurate portrait of your target prospects. Research them and this will help you focus your
branding efforts. From doing this it will help you reach the audience that will be most
receptive to the unique qualities of your products and services.

3) Become a market leader:
To become a true leader in your market niche, focus on improving your customers
experiences and interactions with your company. Honour what your brand symbolises by
continuing to deliver to your high value customers. Always make sure you keep your
promises and live up to your marketing claims.
In todays world before making many purchases, customers will:

Look at reviews
Read in depth information
And pay attention to word of mouth
This is known as "ownership experience" and customers do this in order to feel confident
that the purchase and post-purchase experience will live up to expectations raised by brand
marketing

4) Integrate your messages:
How consistent is your brands message communicated? Do the message of your various
marketing programs conflict?
The same branding should appear uniform on your entire advertising range, marketing
channels and promotional options, not just stationary or sales brochures. That includes
press releases
e-mail signatures
trade show displays and booths
store or office signage
banners and billboards
print ads
posters and marketing for sponsored or charity events
Audit all your company's current marketing communications, paying particular attention to
sales tools - as over time, these tend to become mismatched and disconnected from other
marketing efforts. This will ensure that your branding tune-up is successful, and once your
sales and marketing tools are re-aligned, will create a stronger brand image.


PRACTICAL ASPECT
The below research has been done by Tany Roy (CFA) ,Abhijit Mitra (CFA) & was
carried out by Bizeqation Outsource Research & Analysis It is summary of Indian
personal care which is not similar with my project but it can help me to understand what
was the potential for personal care product ins 2006 & what is potential today in 2012 &
ahead in future. .
Case study
Indian market is one that is huge in size. It exhibit different social & cultural pattern across
different geographical segments. The Market is promising & set to grow in multiple in
future increasing consumers spending power has made Skin care one of the rapidly
growing industries in India. The Personal & cosmetic industry has been growing at the
average rate of 15-20% for last few years. The annual value of personal products business
in India, Including oral care, Hair care, & Skin care products is currently estimated to be
rs25.6 bn growth has come because of low & medium priced categories which account for
80% of cosmetic market in terms volume. This research speak on current market for
FMCG, Personal care & skin Care & what are the growth drivers & demand drivers of
Indian Market. According to study by Mckinsey Global Institute, Indian incomes are likely
to grow three fold next two decades & India will become the worlds fifth largest
consumer market by 2025 moving up from its position in 2007 as the 12
th
largest consumer
market
Growth drivers
Changing income patterns
More consumption opportunity
Developed country
Increasing discretionary spending
Maharashtra, Uttar Pradesh & west Bangal are the three major markets for personal care
products with around 37 % of market share in 2006
This research paper more talk on personal care product it means there is potential market
from long time for skin care & hair care products but there was no awareness about herbal
skin care & hair care products.

It can be conclude from above research paper that there was not more awareness about
herbal in 2006 but now people got more conscious about their hair & skin which create
demand for herbal skin & hair care products.


Chapter No.3
Research Methodology

RESEARCH METHODOLGY

Research Design Followed
Descriptive Research is the research method used because descriptive studies embrace a
large proportion of market research. The purpose is to provide an accurate snapshot of
some aspect of the market environment. Descriptive research is more rigid than
exploratory research and seeks to describe users of a product, determine the proportion of
the population that uses a product, or predict future demand for a product. As opposed to
exploratory research, descriptive research should define questions, people surveyed, and
the method of analysis prior to beginning data collection. In other words, who, what,
where, when, why, and how aspects of the research should be defined.
Research method
The study is relied only on primary data.
The primary data is collected through personal interviews using structured
Questionnaire.
Sampling
Sample unit:
In this project case sample were the consumers & retailers in Suburban area of Mumbai
city & the aim was to know the awareness level of Evergreen Forevers herbal Products
range and the competitors present in the market.
Sampling Methods:
Simple random sampling A subset of a statistical population in which each member of
the subset has an equal probability of being chosen. A simple random sample is meant to
be an unbiased representation of a group


Sample Size
Sample size for customer 50
Sample size for retailers 10
Data Collection Techniques
Two Sources have been used to collect the relevant data, which is essential for the study
they are:
Primary Data
To collect primary data from retailers Questionnaires were used. Questionnaire was
prepared very carefully so that it may prove to be effective in collecting the right
information.
Secondary Data
Secondary data collected from different website. This secondary data formed the
conceptual background for the project. This secondary data was compared with the
primary data collected in area.
Research Instrument
Structured questionnaire is used.
This questionnaire contains qualitative and quantitative information of the
customers.
The questionnaire contains both open-ended and close ended questions,

Analysis & statistical techniques used
Types of data analysis techniques used in the project:
Tabular analysis.
Graphical analysis
Percentage analysis.


Chapter No.4
Data analysis and
Interpretation

DATA ANLYSIS & INTERPRETATION

For the data analysis we considered 50 sample size for customers & 10 size for retailers
Q1. When you hear about a product category, can you recall our products?
Brand Awareness Respondents
Yes 46% 23
No 54% 27

Graph 1: Showing the awareness of customer towards Evergreen forever
Interpretation:
The above table analysis is the awareness of customers towards Evergreen forever, where
in 46% of the respondents are aware of it and 54% are not aware of this product.

Yes
46%
No
54%
Brand Awareness

Q2.What is the count per month of our product you buy?
Consumption Per
Month in%
No of purchase per
month
1 26.31 5
Min 2 52.63 10
Min 3 21.05 4
Min 4 to 5 0 0

Graph 2: Showing monthly consumption of one consumer.
Interpretation:
As per the above analysis it seems that more of consumers purchase minimum 2 products
of Evergreen forever.

0
10
20
30
40
50
60
1 Min 2 Min 3 Min 4 to 5
Consumption Per Month in %
%

Q3. From where did information about Evergreen Forever Pvt Ltd. product?
Media Result in % Media Result in nos
Family 21.05 4
Friends 63.15 12
Internet 15.78 3

Graph 3: Effectiveness of communication Media
Interpretation:
The above table analysis shows that through which customers come to know about our
product the result shows that mouth of publicity has good impact over customer
Here the Internet media seems failed in generating orders & awareness

Family
21%
Friends
63%
Internet
16%
Media Result in %

Q 4. What do you think about Evergreen Forevers product?
Price Perception in
%
Respondents
Affordable 91.3 21
Expensive 8.69 2

Graph 4: It shows the price perception of customers towards Evergreen product
Interpretation:
The above table analysis shows that 91% customers are happy to buy our product as it is
affordable for them & for rest 9% it is expensive.

Affordable
91%
Expensive
9%
Price Perception in %

Q5. Have you visited our web site?
Awareness
through Internet
%
Respondents
Yes 8 4
No 92 46

Graph 5: Customer visit to Evergreen forevers Web site
Interpretation:
Above analysis shows that 90 % of customers have not visited our website on internet
therefore they are not more aware of our website & products. Only 8% customers have
visited our website

Yes
8%
No
92%
customer visit to Website in %

Q6. Is there any change you want us to introduce in the product?
Changes required by
Customers in %
Respondents
Advertising 57 13
Packaging 30.43 7
Product Quality 13.04 3

Graph 6: It shows the changes that are looking forward in Evergreen forevers Products
Interpretation:
Above analysis shows that customers are happy with quality but are not happy with
advertisement & packaging.

0
2
4
6
8
10
12
14
Advertising Packaging Product Quality
Changes Required By Customer

Q7. On what basis you select Evergreen Forevers product?
Elements % Respondents
Quality 46 23
Price 18 9
Quality & Price 34 17
Quality & Quantity 2 1

Graph 7: It shows that what customer look for while making purchase decision
Interpretation:
According to table analysis it seems that customer give more preference to quality &
quality & price that is 46% & 34 % respectively, which determine the purchase decision.

0
5
10
15
20
25
30
35
40
45
50
Quality Price Quality & Price Quality &
Quantity
%

Q8.What do you perceive about the quality of product?
Competitors Quality Perception Quantity Perception
Himalaya 15 18
Evergreen Forever 15 16
Ayur/Others 8 13

High Price

Evergreen Forever
Low
Quality

High
Quality

Ayur

Low
Price

Ayur

High
Price

Low
Price

Himalaya
Evergreen

High
Quality

Graph 8: Above graph shows the perception of consumers towards Evergreen &
Competitors products

Perceptual Mapping:
Technique in which consumer's views about a product are traced or plotted (mapped) on a
chart. Respondents are asked questions about their experience with the product in terms of
its performance, packaging, price, size, etc. Theses qualitative answers are transferred to a
chart (called a perceptual map) using a suitable scale (such as the Likert scale), and the
results are employed in improving the product or in developing a new one.
Interpretation:
According to market survey customers perception about Himalaya is, it is not only high in
quality but also in price which make differentiation in Evergreen & Himalaya products
therefore Himalaya is perceived as high value product compare to Evergreen & other
products.
Here Evergreen is perceived as good quality as well as medium price product which can
be substitute for Himalaya.
People suggestion
High Price

Evergreen

Low
Quality
High
Quality

Low Price


Evergreen Forever Ltd can improve their quality without making changes in price & can
compete to Himalaya. Evergreen need to take numbers of steps to improve it quality it may
include ISO 9000 Certification which none of the other two competitors obtained.
Q9. Is there demand for Evergreen Forever's product?
Demand In % Respondents
Yes 60 6
No 40 4

Graph 9: It shows the demand for Evergreen Forevers Product
Interpretation:
Above table analysis show s that there is demand for Evergreen Forevers products in
market 60 % retailers are agree with statement that demand is emerging for Evergreen
product.

Yes
60%
No
40%
Demand In %

Q10. Is our product made easily available in market at right time?

Demand In % Respondents
Yes 60 6
No 40 4

Graph 10: It shows that Products are made available within time
Interpretation:
Table analysis shows that 60 % of retailers said that Evergreen Forevers product is made
available on time.

Yes
60%
No
40%
Products are made available on
time result in %

Q11. What is the contribution of our product to your total sale?
Sale contribution in
%
Respondents
Minimum 60 6
Maximum 0 0
None 40 4

Graph 11: It shows the Sales contribution of Evergreen Forevers Product to total sales

Interpretation:
Above table analysis shows that 60 % retailers said that Evergreen product contribute
small sale contribution to their total sales & 40% retailers said that it does not contribute
anything to their total sales

0
10
20
30
40
50
60
Minimum Maximum None
Sales contribution to retailers
total sale

Q12. Would you like to sale our product in future?
Result in %
Yes 60
No 40

Graph 12: It shows are retailers wanted to continue their relationship with us or not?
Interpretation:
Above analysis shows that 60% retailers want to continue their relationship as it contribute
something to their total sales & 40% retailers want to discontinue relationship with us as
they are not getting any profit by selling our products.

Yes
60%
No
40%
Result in %

FINDINGS & OBSERVATION

Graph 1: According to data analysis I found that 46 % consumers are aware of
Evergreen Forever brand & rests of 54% consumers are unaware of Evergreen
Forevers product & its existence.
This is the result of low promotion activities & advertisement such as hoardings
news paper advt, promotional campaign etc.

Graph2: According to analysis it seems that 53 % of consumers purchase
minimum 2 products of Evergreen Forever every month
Consumption pattern of each individual may differ from individual to individual
therefore the purchase seems less.

Graph3: Table analysis shows that 63.15% consumers have heard about our
product through their friends & 21.05 % consumers heard it from their family & 15.78
from internet.
It seems that consumers more believe what they heard from their friends & family
as they have experience it. So Mouth of publicity play important role in creating
awareness about Evergreen Forever.
It shows that Internet media failed to create more awareness & generate new
orders.
Graph4: Table analysis shows that Evergreen Forevers Products are affordable
since result shows 91.30 % customers buy it because of it quality products comes at
affordable rate which can suit their pocket.

Graph 9: According to retailers there is demand for Evergreen Forevers product &
also it seems that there is potential market for them if they do promotion in right manner
they can grab potential market share
They want to maintain the existing relationship with us since there is increasing
demand for Evergreen Products in current & future market.

Urban retailers are ready continue their relationship with Evergreen Forever Pvt
.Ltd where rural are not much agree with it

According to survey it found that Evergreen products do not contribute much to
retailers total sales then too keeping prospective view in the mind, retailers still continue
their business with us.

Graph 12: As per perceptual mapping it seems that Himalaya is big competitors for
Evergreen Forever Ltd. The Quality is offered by them is more than Evergreen Forevers
products but Evergreen can become substitute for them if price is considered, as
Himalaya products are offered at high price compare to our products hence this can
become competitive advantage for Evergreen Forever Ltd.


SUGGESTION & RECOMMENDATION

They should focus on sale promotion & advertisement activities to create more
awareness about Evergreen Forevers Skin & Hair care products. Advertisement
activities may include Pamphlet distribution, Paper insert, Bill Boards & hoardings.

They should provide cash discount to retailers & coupons to consumers on
purchase of products to attract more customers that may result in increased sale.

They should start introducing Economic version of their products to increase sale
volume & profit.

As Internet media concerns they should work on internet media to create more
awareness through designing their web site more attractive.

Evergreen products price is main USP for them as they have made quality products
available at affordable rates.

As quality of Evergreen concerns they should more focus on improvement of
quality which can be done with the help of ISO 9000 certification.

They should increase their coverage area where they can target more customers &
retailers.

Since they are serving in urban area they can offer their products in big mall where
customers are attracted more

Evergreen Forever Ltd can improve their quality without making changes in price
& can compete to Himalaya. Evergreen need to numbers of steps to improve it
quality it may include ISO 9000 Certification which none of the other two
competitors obtained.


CONCLUSION
In todays era people are more conscious about their health & beauty therefore they
are preferring herbal products which has no side effects at all & nowadays it has become
trend so it seems that Herbal companies have huge potential in this segment.
Evergreen has taken advantage of this opportunity & comp up with skin & hair care
products which are made of Aloe Vera
As per market research it is concluded that Evergreen Forever pvt Ltd. Has to work on
their marketing & promotional activities which can create more awareness about their
products & existence. They should also focus on their quality to meet the competitors & to
create separate space in market. Increase in coverage area will also help to grab potential
segment.


Annexure


Brand Awareness Questionnaire for Customers
Name: ____________________
Address: ____________________
Phone Number: ____________________
Email id: ____________________
Q1. When you hear about a product category, can you recall our products?
a) Yes
b) No
Q2. Which products of our company are you aware of?
________________________________________________________
Q3. What do you think about our product?
a) Costly / Expensive
b) Affordable
c) None
Q4. Do you know other existing substitutes for our product?
a) Yes
b) No
Is yes, please name a few ___________________________________________
e) Dont know
Q5. Do you use any of our products?
a) Yes
b) No
Q6. If yes, what are the features that you like about our product?
_______________________________________________________
_______________________________________________________

Q7. Are you satisfied with our products?
a) Yes
b) No
Q8. What do you look for in the products you choose?
a) Price
b) Quality
c) Quantity & price
e) Quality & Quantity
Q9. What is the count per month of our product you buy?
a) 0
b) 1
c) 2 3
d) 4 6
e) More than 6
Q10. What is the minimum and maximum price that you are willing to spend on our
product?
a) Minimum 100 Maximum 200
b) Minimum 250 Maximum 450
c) Above 500
Q11. From where did you hear about our product?
a) Family
b) Friends
c) Internet


Q12. Is there any change you want us to introduce in the product?
a) Packaging

b) Product Quality

c) Advertising
Q13. Have you visited our company website?
a) Yes
b) No
Q14. What do you perceive about the Quality of product?
Brand Names
Very Bad Bad Neutral Good Very Good
Himalaya
Evergreen
Forever

Ayur/Others
Q15. What do you Perceive about the Prize of the Product?
Brand Names
Very Low Low Neutral High Very High
Himalaya
Evergreen
Forever

Ayur/Others


Brand Awareness Questionnaire for Retailers
Name of Shop : ____________________
Address: ____________________
Phone Number: ____________________
Q1.Is there any demand for Evergreen Forevers Product?
a) Yes
b) No
Q2. Which product of our company has demand in market?
a. Aloe Vera Cream

b. Aloe Vera Skin Care Jel

c. Aloe Vera Shikakai Shampoo

d. Aloe Vera Anti Dandruff

e. Aloe Vera Conditioner

f. Aloe Vera Juice

Q3. Do you find competition for Evergreen Forever's Product?
a) Yes
b) No
Q4. Is our product made easily available in market at right time?
a) Yes
b) No
Q5 What is the contribution of our product to your total sale?
a. Small

b. Medium

c. High

Q6. Would you like to sale our product in future?
a) Yes
b) No

Q7. What is the response of the retailers for our product?
a. Convenience

b. Non Convenience


BIBILOGRAPHY

Books Referred:-
Marketing Management Phillip Kotlar
Research Methodology, Methods and techniques - C R Kothari
www.evergeenhurbal.com
www.google.com
www.wikipedia.com
www. bizequation.com

Creating Brand Awareness of Evergreen Forever PVT LTD

Transféré par

Informations du document

Description originale:

Titre original

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Creating Brand Awareness of Evergreen Forever PVT LTD

Transféré par

Droits d'auteur :

Formats disponibles

MMS Marketing 2012-13

IMCOST Thane Page 1

Vous aimerez peut-être aussi