PROJECT SYNOPSIS

THE BRAND POSITIONING STRATEGY OF JOYALUKKAS

In partial fulfillment of the Dissertation

In Semester - IV of the Master of Business Administration

Prepared by

……............……………

Registration No:…………………………

Under the Guidance of ...................................

 Declaration

This is to declare that the report entitled THE BRAND POSITIONING STRATEGY
OF JOYALUKKAS is prepared for the partial fulfillment of the Dissertation course
in Semester IV of the Master of Business Administration by me under the
guidance of _________________ .

I confirm that this dissertation truly represents my work. This work is not a
replication of work done previously by any other person. I also confirm that the
contents of the report and the views contained therein have been discussed and
deliberated with the faculty guide.

Signature of the Student : ………………..

Name of the Student (in Capital Letters) : ……………………

Registration No : ……………………………………
 Certificate

This is to certify that Mr. / Ms. ___________________ Regn. No.

_________________ has completed the dissertation titled “THE BRAND
POSITIONING STRATEGY OF JOYALUKKAS” under my guidance for the partial
fulfillment of the Dissertation course in Semester IV of the Master of Business
Administration.

Signature of Faculty Guide: ………………………

Name of the Faculty Guide: ………………………..

(a) Introduction:

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to
others. It is ensures that all brand activity has a common aim; is guided, directed and
delivered by the brand’s benefits/reasons to buy; and it focuses at all points of contact with
the consumer. Brand Positioning is a very frequently used term in marketing, advertising and
communications and means different things to different practitioners.

It is often (incorrectly) used interchangeably with the term proposition (see below) leading to
confusion.

Positioning is a strategic process by which those commercially involved with a brand,

business, product, new product or organisation set about creating a perception (a set of
meanings, image or identity) in the minds of consumers/customers about the brand (business
etc.) that is distinctive and unique compared to its competitors. The choice of the word
‘position’ reflects the idea that competitive players in a market can be located and mapped
relative to each other across key dimensions.

These dimensions vary widely, from easily measurable dimensions such as price, availability
and demographic characteristics of customers, through to more qualitative perceptions such
as value, quality, modernity, popularity etc.

The most reliable way to start positioning or re-positioning a brand is to understand consumer
or customer perceptions of its characteristics versus their perceptions of competitors.
Positioning is something that happens in the minds of the target market - it is not an exercise
that can take place around a meeting room table isolated from those who use/buy the brand.

(b) Problem Definition

The study is relevant in terms of brand building recognition of the brand from the competitors
brand which leads to the increase in sales and goodwill of the organisation. The marketability
of the product can be found out through analysing its brand positioning. It includes evaluating
quality, demand, reach of product, price margin, taste and preference and loyalty customers
of joyalukkas. The study gives clear picture of the attitude of customers. It reveals the merits
and demerits. It helps the organisation to concentrate on the weaker section and to make
improvement or changes. So it helps to improve the efficiency and ensure the growth of the
organisation.
Some more points related to the problem of the company can be explained point wise below.

 Large amount of competition (18 players in the market)

 Huge discount offers from other competitors.
 Lower market share in rural areas.
 No significant position in northern part of the country.

Research Objectives
The primary objective of the study is to find out HOW THE BRAND JOYALUKKAS HAS
POSITIONED IN THE MINDS OF CONSUMERS. The other specific objectives of the study
are:
1. To assess the competitive marketing positions of various brands of jewellery items
2. To find out the most recommended brand of the company
3. To find out reach of product among the consumers
4. To analyze the opportunities and threats of jewelry market.
5. To identify the effectiveness of promotional activities by Joyalukkas.
6. To know the influence of brands among consumers.
7. To suggest measures to provide more satisfaction to existing customers and to attract
new customers.

Hypotheses
I have seen that a brand should pursue differentiation based on secondary benefit associations
as associations contain the brand meaning for the consumers. If a brand possess strong,
favorable, and unique associations, consumers are more likely to retrieve these associations
from memory and use them in decision-making. Considering that the differentiation strategies
use different appeals, emotional and rational,it is reasonable to assume that they vary in their
ability to generate benefit associations. I have seen that associative benefit differentiation is
likely to create moderate levels of schema incongruity in addition to being more self-relevant
than instrumental benefit differentiation. Although instrumental benefit differentiation use
concrete performance benefits that could lead to mental imagery, we believe that higher
levels of cognitive elaboration, as a result of self relevance combined with moderate levels of
schema incongruity, should produce more benefit associations for associative benefit
differentiation. We therefore posit the following hypothesis:
H1: Instrumental benefit differentiation has a more positive effect on brand attitude than
associative
benefit differentiation.

H2: Associative benefit differentiation generates more benefit associations than instrumental
benefit differentiation

(c) Research Methodology:

To define any research problem and give a suitable solution for the problem, a sound research
plan is inevitable. Research methodology is the back bone of the research work; it is the way
to systematically solve the research problem. It may be understood as a science of studying
how research systematically solves the research problem and how research done
scientifically.

The study is to find out the influence of brands in the minds of consumers and how it
positioned over the competitors brand. Here the method is used to collect the data is by
visiting the joy alukkas showroom for the period of 3 weeks and through interacting with the
staffs and officials ,customers, general public with the help of questionnaire

Research methodology underlines the various steps involved by the researcher in

systematically solving the problem with the objective of determining various facts.

Research Design
A research work will be successful, only with a sound research design .The research
design for the purpose of the study is Analytical in nature.

The major purpose of analytical research is to analyze the state affaires as it exists at
present. Analytical research includes survey and in-depth analysis of variables. The research
plan calls for gathering primary and secondary data. The Sampling Method adopted for the
present study is Simple Random Sampling
Methods of Data Collection
In this research, the collection of data is from various sources and the are two types.
1. Primary Data
2. Secondary Data

Sampling Plan
Sampling plan includes sampling unit used in the survey. It also includes the sampling size
and the sampling procedure used for the survey.

(d) Statistical tools

Data become useful only affect they are properly analyzed. Data analysis involves covering’s
as series of recorded observation i.e. data into descriptive statement and inference about
relationship. This task is helpful in identified the areas where the company each improve
further collected data was analysis by the use of simple statistic tools like percentage and
(univariate analysis) result have been represented by using bar chart columns and pie chart.
Data are analysed through analytical statistics using correlation.

(e) Expected outcomes

The study is relevant in terms of brand building recognition of the brand from the competitors brand
which leads to the increase in sales and goodwill of the organisation. The marketability of the product
can be found out through analysing its brand positioning. It includes evaluating quality, demand, reach
of product, price margin, taste and preference and loyalty customers of joyalukkas. The study gives
clear picture of the attitude of customers. It reveals the merits and demerits. It helps the organisation to
concentrate on the weaker section and to make improvement or changes. So it helps to improve the
efficiency and ensure the growth of the organisation.

(f) References
 Brand Positioning: Strategies for Competitive Advantage by

Subrata Sengupta

 Brand Positioning: The Key to Brand Strength Debra Semans

 AN INTRODUCTION TO THE INDIAN GOLD MARKET by

WORLD GOLD COUNCIL