Marico Industries

A Project Report on

Brand Awareness, Brand Recall of Tirupati Oil & Gold Coin Tiles

Courtesy: Partial Fulfillment of the Requirement for the Master of Business Administration Programme Of Gujarat University, Ahmedabad Submitted By: Mehta Amit (Roll No-51) Sharma Kiran (Roll No-104)

S. K. Patel Institute of Management & Computer Studies, Gandhinagar.

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This is a report on Brand Awareness, Brand Recall Of Tiruapati Oil Brand & Gold Coin Tile Brand', courtesy Marico Industries Pvt Ltd, a work produced by cooperation of a number of people interested.

We are especially beholden to Mr. Tarun Sarin for lending an enormous amount of support as well as guidance throughout the project work.

Our thanking is also due to Prof. Regina Aldrin for having believed in ourselves and making this Grand Project possible.

Further we would like to thank Prof. Chinnam Reddy (Director, SKPIMCS) for having lent his guidance to us.

Finally, it is very much gratifying to note that the entire staff at the Marico Industries Pvt Ltd has been very much helpful. We are deeply thankful to all of them.

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This to declare, that the project report presented by us, is original and produced by none other than us. The data that has been

collected and analysed is from primary source. This is also to affirm that this report or any part has not been reproduced from any where else. This project work or any part of this report has not been published anywhere else.

Amit Mehta Kiran Sharma

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SR. No. 1 2 3 4 5 6 7 8 9 10

Details

Page no.

Title page Certificate Declaration Acknowledgement Table of Contents Table of Illustrations/Charts Executive Summary Chapter 1: Introduction Chapter 2: Literature Survey Chapter 3: Research methodology
a) b) c) d) e)
Study objective Scope of study Method of data collection SWOT,BCG, Porters Model Limitations

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Chapter 4: Industry profile Chapter 5: Company profile Chapter 6: Theoretical Aspects of Study Chapter 7: Data Analysis & Interpretation Chapter 8: Research Findings & Conclusion Chapter 9: Suggestions & Recommendations Annexure Bibliography Glossary

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As it was needed by the Gujarat University to do a Grand project for the partial completion of the MBA programme, we were looking for doing it in the FMCG sector. Getting an opportunity at Marico Industries Pvt Ltd, Ahmedabad was the best we could get. There under the supervision of Mr. Tarun Sarin we were asked to prepare a proposal on what we wanted to do in our project. After having discussed with him, we decided on conducting a survey on the On starting our project work, The First step was to prepare the questionnaires for Customer and Retailers. After that the next step was to decide about the sample size and the area of survey. During this week, we got valuable guidelines from our guide and after changing 2 formats the final questionnaires for both Customers and Retailers were finalized. So after spending just one week for the preparations, we finally started our field work. The time for our work was generally morning and evening. We were not allowed to enter the residential premises after 12.30pm and 7.30pm. We used to interview the respondents asking them the questions in the questionnaire and thus made it sure that the respondents understood the exact meaning of the questions and gave valid responses. There were many types of experiences which were similar to our summer training and also faced some new experiences while questioning the retailers. Bad or good, we were ready for any type of response. Many people found it waste of time to fill up a useless piece of paper, as it was for just a project purpose.

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It was not that we only had Bad experiences, we had many good experiences. There were many respondents who treated us humbly. They used to ask us for a glass of water and ask us about our studies too. They gave us many suggestions how to improve our survey. When we used to say that we are doing MBA and the survey is in our curriculum, it made a difference and helped us to get good responses. With the objective of finding the awareness of Parachute Oil we surveyed 200 respondents in different 4 areas of Ahmedabad. Most of the respondents were aware an average we found that very few were aware of it and out of the people who were aware, maximum were in construction business. With the aim of finding the Brand awareness of Tirupati Oil & recall of the advertisement we surveyed 200 respondents in different 14 areas of Ahmedabad. On an average we found that all the respondents were aware of the Brand. Very few respondents were able to recall the message and the punch line, where as recall of the model (TV Actress) was the highest. After proper analysis of the data collected we can recommend, that Gold Coin Tiles needs more Advertisement/Hoardings in the market. For Tirupati Oil we would like to recommend that some advertising campaign should be initiated for the awareness of its Punch Line & the message that they want to convey to the mass.

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The project was undertaken with the objective of understanding the behavior of the customers and retailers regarding Parachute Coconut hair Oil. CUSTOMER OBJECTIVES:

The type and brand of hair oil and the reasons for using it. To study the reasons for using/not using Parachute hair oil. To understand the motivational factors for buying more of Parachute hair oil. To know how the customer perceives Parachute Oil as : Branded Product Blue Bottle

To know the ratings given to Parachute Oil by the respondents by keeping in mind the following dimensions: Price Quality Purity Packaging Availability

RETAILER OBJECTIVES: To study about the push factor regarding Parachute hair oil To study the reasons for stocking Parachute hair Oil To know whether offer plays a major role in selling of hair oil

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The project started on 20th January 2006 and the time period given for the completion of project was 15 days. We were given four areas of old Ahmedabad to be surveyed. These areas were: Maninagar, Isanpur, Ghodasar and Gomtipur. In each of the areas the sample size was distributed as 50 for the customers and 40 for the retailers, so it comes to 200 for customers and 148 for retailers, as in Gomtipur we were able to fill up just 28 Questionnaires of retailers.

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[A] STUDY OBJECTIVES

CUSTOMER OBJECTIVES: The type and brand of hair oil and the reasons for using it. To study the reasons for using/not using Parachute hair oil. To understand the motivational factors for buying more of Parachute hair oil. To know how the customer perceives Parachute Oil as : Branded Product Blue Bottle

To know the ratings given to Parachute Oil by the respondents by keeping in mind the following dimensions: Price Quality Purity Packaging Availability

RETAILER OBJECTIVES: To study about the push factor regarding Parachute hair oil To study the reasons for stocking Parachute hair Oil To know whether offer plays a major role in selling of hair oil

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[B] Scope of the Study

(A) With respect to Primary data, Geographical scope of the study was limited to Ahmedabad City. The city was divided in the following regions: 1. 2. 3. 4. Gomtipur Ghodasar Isanpur Maninagar

[C] Method of Data collection (i) Sampling:

Sample design
The sample design for this project was a Probability Sampling Design. Under the Random Sampling Techniques, Cluster Sampling method was implemented.

Sample size
The sample size for this market study was taken as 200 samples for Customers and 148 samples for Retailers for the city area of old Ahmedabad.

Sample unit
The sample unit for the project was the House wives for Customers and owner of the shop for retailers.

(ii) Data Collection Sources:

Primary Data
Primary Data was collected with the help of questionnaires.

Secondary Data
Secondary data was collected through internet.

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Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he cant -Morris Hite Advertising is of paramount importance in building and sustaining a business. Most of the famous brands have been traditionally associated with strong advertisements. The advertising industry is one that thrives on creativity and innovation. Advertisements are essentially ideas turned into pictures and images based on words. Advertising evolved over a long period. The establishment of a market economy shaped marked changes in the socio-economic structure. In ancient times, the most usual method of advertising was Word of Mouth. If some one liked something, he/she would tell to his/her friends. One of the earliest forms of advertising is believed to be the messages in election campaigns displays found in the ruins of Pompeii. By the 18th century advertising became very popular as businesses slowly began to understand the need to deal directly with customers. Marketing gradually became a highly developed system of practice with origins from the market economy. While marketing aims to identify markets that will purchase a product or a service, advertising is the paid communication by which information about the product or service is dispatched to potential customers. To come up with a remarkable advertisement, companies begin with marketing plan. Marketing plan tells the company ho to attract customers. The creation of a marketing plan typically starts with two pieces of information and

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a few questions. The first piece of information that is needed is the annual advertising budget. The second piece required is coming up with the essence of the brand. To develop and sustain a brand is the ultimate challenge of any advertiser. Branding gives personality to a product or a service, which is termed Brand Equity. Effective advertising stimulates higher demand for a product or a service, in the process of building Brand Equity, Brand Franchise and Brand Loyalty.

Major Players
1. Mudra Communication 2. Krishna Communication 3. Triton Communication 4. Dhaval Communication 5. Khurana 6. Aashin 7. Navneetlal 8. Bhagyoday 9. ONE Advertising

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(i) ABOUT MARICO:

Marico is a leading Indian Group in Consumer Products and Services in the Beauty and Wellness space. Marico's products and Services in Hair care, Skin Care and Healthy Foods during 2004-05 generated a Turnover of about Rs.10 billion (USD 230 Million) from 12 brands - Parachute, Saffola, Sweekar, Hair & Care, Shanti, Mediker, Oil of Malabar, Mealmaker, Sil, Revive, Kaya and Sundari.

Marico's brands and their extensions occupy leadership positions with significant market shares in all categories- Coconut Oil, Hair Oils, Anti-lice Treatment, Premium Refined Edible Oils, Fabric Care etc.

Marico is present in the Skin Care Services segment through Kaya Skin Clinics (44 clinics) in India and UAE, and also through the Sundari range of Ayurvedic skin care spa products in the US & other Countries. Marico's branded products are also present in Bangladesh , other SAARC countries and the Middle East .

The Overseas Sales franchise of Marico's Consumer Products (whether as exports from India or as local operations in a foreign country) is one of the largest amongst Indian Companies and is entirely in branded products and services. Marico sells over 63 Million packs to around 130 Million people every month.

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(ii) PRODUCTS:

Parachute Hair Oil Parachute Advanced Parachute Jasmine Parachute After Shower Kaya Sundari Oil of Malabar Silk N Shine Sweekar Saffola Revive SIL Medikar Hair & Care Shanti Amla

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About Parachute Oil:

Parachute is premium edible grade oil, a market leader in its category. Synonymous with pure coconut oil in the market, Parachute is positioned on the platform of purity. In fact over time it has become the gold standard for purity. From a loosely available commodity to a path-breaking brand, Parachute pioneered the switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to service the rural sectors, increasing penetration. While the positioning of Parachute has always been on purity, the communication has evolved over time to appeal to different consumer sets. In fact with the recent commercial Badalte Zamane ka naya Parachute", Parachute has appealed to the hearts of millions of young consumers. By changing its pack shape to one that is sleek, modern and aesthetic, Parachute has kept up with the demands of modern, young India and proved its endeavor to always remain relevant. Parachute has thus ensured that it enjoys tremendous equity and trust with every passing generation. Parachute's primary target has been women of all ages. The brand has a huge loyalty, not only in the urban sections of India but also in the rural sector.

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INNOVATIONS:

To support its continuing endeavour to provide high quality Parachute Coconut Oil to its consumers, Marico has been constantly innovating for this brand. Some of the examples of innovation for Parachute are: Flip Top Cap for Parachute Bottles to enhance the safety and protect the purity of Parachute. Easy jar of Parachute to facilitate usage especially during winters

These innovations have not only ensured protection of existing franchise, they have propelled further penetration, enabling conversion of loose oil
consumers to packaged Parachute Coconut Oil. CONTRIBUTORS TO PARACHUTES SUCCESS:

One of the first brands to utilize mass communication, Parachute started with the `caring' platform of the 'mother - daughter' theme to underline the message that this was a brand handed down from and to generations. Today, a completely new look, logo and the new aesthetic shape have helped attract the youngsters. With every new change and innovation, the one thing that remains constant is the genuine, warm and inspiring character of Parachute, which has won the trust of millions of Indians. .The quality of the product has contributed to its lasting success. The consistency, with which Parachute has delivered, ensures consumer loyalty and trust in the brand. Innovations in the packaging whether from the aspect of user-friendliness or aesthetics have and continue to help Parachute grow.

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(iii) MARKETS:

UAE, KSA, Oman, Qatar, Bahrain, Kuwait, Yemen, Lebanon, Sudan, Iran, Israel, Bangladesh, Pakistan, Nepal, Bhutan, USA, Singapore, Malaysia, Australia.

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The marketing environment is changing at an accelerating rate and hence the need for real time market information is greater than at any time in the past. As a companies expand their geographical market coverage, their managers need more information more quickly. To carry our their analysis, planning, implementation and control responsibilities, marketing managers need a marketing information system, which has four components. Out of these four the concept used here is of Marketing Research System. The marketing research system allows for collection, analysis and reporting of data and findings relevant to a specific marketing situation. The process consists of defining the problem and the research objective, developing research plan, collecting information and presenting the findings to the management. The similar aspect of market research system is relevant to this project on Brand Awareness, Brand Recall of Tirupati Oil & Gold Coin Tiles. The survey was conducted with the aim to understand the behavior of Consumers and Retailers regarding Parachute Hair Oil.

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. We did the survey for two products. 1. Tirupati Oil 2. Gold coin Tiles Research: Tirupati Oil: The survey was regarding to uncover the Brand awareness of Tirupati Oil in the market. We had to find out which oil and what type of oil the respondents are using. We also had to find out the reasons for their using the current brand and type. We also had to find out that how many people are using Tirupati Oil and what did they value most in purchasing it.

Gold Coin Tiles: The survey was regarding to uncover the brand awareness of Gold Coin Tiles in the market. We had to find out how many people are aware of it or have used it and the respondents preference while buying Tiles.

Findings: Tirupati Oil 1. According to the analysis made, it was found that there were more respondents who use Ground Nut Oil though they believed that Cotton Seed Oil is best for Health. 2. There was 100% awareness. 3. Only few people were able to recall the Message & Model. 4. Most of the respondents gave importance to availability of oil and also gave importance to the health factor.

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5.

the people who were using other brands used that brand as they were using it since years.

6. There were 96 respondents who were using Tirupati Oil or have used it.

Findings: Gold Coin Tiles 1. According to the analysis there were very few respondents who were aware of Gold Coin Tiles. 2. The respondents gave the utmost importance to quality of the tiles while buying tiles.

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Tirupati Oil: 1. The company should advertise more on TV and especially on Star Plus & during K series Serials. 2. The company should make the advertisements such that the message and the punch line are easily recallable. 3. The company needs to focus on hoardings. There are fewer hoardings in the interior areas of Ahmedabad. 4. The company is requested to offer something free by the respondents. 5. The company also needs to emphasis more on quality 6. The company should give more advertisements in News

papers/Magazines.

Gold Coin: 1. The company needs to advertise a lot in all the Medias. 2. They should emphasis more on quality of the tiles, as the prefer quality the most.

respondents

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QUESTIONNAIRE:

(A) Tirupati Oil

Instructions (a) The purpose of the questionnaire is purely for research (b) Please tick mark the correct boxes (c )Leave your NO response Blank (d) All your answers will remain confidential (e) Thanks for the Co-operation. 1) Which Oil do you use for Cooking? (a) Type: 2) Why do you use the current Brand? 3) Which of the following Oil Brands you are aware of? (a) Ankur (b) Dhara (c) Fortune (d) Tirupati (e) Gemini (f) Gokul (g) Gold Winner (h) Nature Fresh (i) Sahara (j) Shreeji (k) Safola (l) Flora (m) Sweekar (n) Vimal (o) Others, if any 4) Which Brands do you use/ Have you used?

(b) Brand:

5) Have you heard of Tirupati Brand? (a) YES (b) NO

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6) If yes, From where? (a) Advertisements/Hoardings (b) Friends (c) Relatives (d) Bad experience with other Brands (e) Others

7) Do you use / Have you used Tirupati Oil? (a) YES (b) NO 8) If yes, since when are you using Tirupati Oil? Months/Years 9) Which Of the following you are aware of? (a) Cotton Seed Oil (b) Ground Nut Oil 10) Which Oil do you think is Best for Health? 11) What is the frequency of purchasing Oil/And the Package (Qty) you prefer? (a) Monthly (b) Quarterly (c) Half-Yearly (d) Annually (a) 1 ltr Bottle (b) 1 ltr Pouch (c) 5 ltr Jar (d) 15 ltr jar (e) 15 ltr Tin

12) Rank Tirupati Brand in comparison with other brands in the following dimensions? DIMENSIONS Price Quality Purity Packaging Avaibility Taste Health 1 2 3 4 5

13) Have you seen any Advertisement/Hoardings of Tirupati Oil? 23

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(a) YES (b) NO 14) What do you recall from the Advertisement/Hoarding? (a) Message (b) Model (c) Punch Line/Base Line 15) Do you like the Advertisements/Hoardings of Tirupati Oil? (a) YES (b) NO 16) What would you like to get free with Edible Oil?

GENERAL 17) Name: (Surname) name) 18) Gender: 19) Address: (a) Male (b) Female (First Name) (Last

20) Age: 21) Profession: 22) Monthly Income: 21000&above

20-30

31-40

41-50

51&above

5000-10000

11000-20000

23) Newspaper/Magazine Subscribed: 24) T.V. Channel/Serial:

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MAGAZINES:
Global CEO

WEB SITES:

www.google.com www.indiainfoline.com www.maricoindia.com

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