Customers Receptiveness for the Brand

8/10/2019 Customers Receptiveness for the Brand

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SUMMER INTERNSHIP PROJECT REPORT

AT

SYNERGYS Pvt. Ltd.

A Project Report Submtted I! P"rt"# $u#%#me!t o% t&e Re'ureme!t(

$or T&e A)"rd o% t&e

POST GRADUATE DIPLOMA IN MANAGEMENT

TO

M.S.RAMAIAH MANAGEMENT INSTITUTE

*Y

TARIGONDA MUZAMIL

132127

PGDM AIMA BATCH 2013-2015

Under the !"d#n$e %&

Dr' T R (HANMUGAM

201)

M.S.RAMAIAH MANAGEMENT INSTITUTE

NEW BEL ROAD, BANGALORE-560054


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STUDENTS DECLARATION

I here*+ de$,#re th#t the Pr%e$t Re.%rt t"t,eCUSTOMERS+ RECEPTI,ENESS

$OR THE *RAN- RAYMON-+/$%nd!$ted #t SYNERGYS Pvt. Ltd.

Under the !"d#n$e %& Dr' T R (HANMUGAM

(!*"tted "n P#rt"#, &!,&",ent %& the re!"reent &%r the

POST GRA-UATE -IPLOMA IN MANAGEMENT AIMA

TO

M.S.RAMAIAH MANAGEMENT

INSTITUTE

It " + %r""n#, %r4 #nd the #e h# n%t *een !*"tted &%r the ##rd %& #n+ %ther

DereeD".,%#6e,,%h". %r %ther "",#r t"t,e %r .r"e

P,#$e8 B#n#,%re 9TARIGONDA MUZAMIL:


3/74

D#te8 Re' N% 132127

CERTI$ICATE

T&( ( to cert%/ t&"t t&e Project Report tt#ed CUSTOMERS+ RECEPTI,ENESS

$OR THE *RAN- RAYMON-+co!ducted "t SYNERGYS Pvt. Ltd.

Submtted ! p"rt"# %u#%#me!t o% t&e re'ureme!t( %or t&e ")"rd o% t&e

POST GRA-UATE -IPLOMA IN MANAGEMENT AIMA

TO

M.S.RAMAIAH MANAGEMENT INSTITUT

I( " record o% bo!"%de Tr"!!0 c"rred out u!der m/ (uperv(o! "!d 0ud"!ce "!d t&"t

p"rt o% t&( report &"( bee! (ubmtted %or t&e ")"rd o% "!/ ot&er

de0ree1dp#om"1%e##o)(&p or (m#"r tt#e( or pr2e(.

GUI-E

("n#t!re8

N#e8 Dr' T R (HANMUGAM

;!#,"&"$#t"%n8 B'


4/74

AC3NO4LE-GEMENT

I e=tend + .e$"#, r#t"t!de t% %!r Dean Dr.H.Murali!aran/ A"ae#i" Hea $r%

'.Nara(anan #nd $r%)ra##e HeaDr.V.Padmaja &%r "n."r"n e t% t#4e !. th" .r%e$t'

I "h t% #$4n%,ede + "n$ere r#t"t!de #nd "nde*tedne t% + project 0ude Dr.T R

SHANMUGAM %& M S RAMAIAH MANAGEMENTINSTITUTE /B#n#,%re &%r h"h>#,!#*,e !"d#n$e #nd $%ntr!$t">e !et"%n "n the .re.#r#t"%n %& .r%e$t re.%rt'

I %!,d ,"4e t% th#n4 + M#n#er &%r h" $%nt"n!%! !..%rt #nd M%t">#t"%n'

(TUD


5/74


6/74

IND


7/74

INTRODUCTION

The Te=t",e Ind!tr+ %$$!."e # >"t#, .,#$e "n the Ind"#n e$%n%+ #nd $%ntr"*!te !*t#nt"#,,+ t% "t e=.%rt e#rnTe=t",e e=.%rt re.reent ne#r,+ 30 .er $ent %& the $%!ntr+ t%t#, e=.%rt' It h# # h"h e"ht #e %& %>er 20 .er"n the N#t"%n#, .r%d!$t"%n' It .r%>"de d"re$t e.,%+ent t% %>er 15 ",,"%n .er%n "n the ",,/ .%er,%% #ndh#nd,%% e$t%r' Ind"# " the %r,d e$%nd ,#ret .r%d!$er %& te=t",e #&ter Ch"n#' It " the %r,d th"rd ,#re.r%d!$er %& $%tt%n-#&ter Ch"n# #nd the U(A-#nd the e$%nd ,#ret $%tt%n $%n!er #&ter Ch"n#' The te=t",e "nd!

"n Ind"# " %ne %& the %,det #n!$t!r"n e$t%r "n the $%!ntr+ #nd " $!rrent,+ "t ,#ret'

The Te=t",e "nd!tr+ %$$!."e #n ".%rt#nt .,#$e "n the "n &%r$e t% ".r%>e the +#rn !#,"t+ #nd t% "n$re#e the.r%d!$t"%n %& $%tt%n +#rn'


8/74

D!r"n 200)-05/ .r%d!$t"%n %& *r"$ t%!$hed # .e#4 %& )5/37E ",,"%n !#re eter' In the +e#r 2005-0F !. t%N%>e*er/ .r%d!$t"%n %& *r"$ re"tered # &!rther r%th %& .er $ent %>er the $%rre.%nd"n .er"%d %& the.re>"%! +e#r' Te=t",e e=.%rt d!r"n A.r",-N%>e*er 2005 ere #t U(J /30'E1 ",,"%n/ !. E'21 .er $ent &r%E/F03'33 ",,"%n d!r"n the $%rre.%nd"n .er"%d %& the .re>"%! +e#r' The &"rt +e#r %& the n%n-!%t# re"e &%rte=t",e h# een Ind"#n e=.%rt t% the U( r% *+ 27 .er $ent +e#r %n +e#r t% U(J )'F *",,"%n/ #$$%rd"n t% d#t#re,e#ed *+ the O&&"$e %& Te=t",e #nd A..#re, 9OT


9/74


10/74

PORTER7S $I,E $ORCE MO-EL

T&re"t o% !e) e!tr"!t(

Pr%&"t#*,e #r4et th#t +"e,d h"h ret!rn ",, #ttr#$t ne &"r' Th" re!,t "n #n+ ne entr#nt/ h"$h e>ent!

",, de$re#e .r%&"t#*","t+ &%r #,, &"r "n the "nd!tr+' Un,e the entr+ %& ne &"r $#n *e *,%$4ed

*+ "n$!*ent9h"$h "n*!"ne re&er t% the ,#ret $%.#n+ "n # $ert#"n "nd!tr+/ &%r "nt#n$e/ "n

te,e$%!n"$#t"%n/ the tr#d"t"%n#, .h%ne $%.#n+/ t+."$#,,+ $#,,ed the K"n$!*ent %.er#t%rK:/ the #*n%r#, .r%

r#te ",, trend t%#rd er% 9.er&e$t $%.et"t"%n:'

The &%,,%"n $t%r $#n h#>e #n e&&e$t %n h% !$h %& # thre#t ne entr#nt #+ .%e8

The e="ten$e %&*#rr"er t% entr+9.#tent/r"ht/ et$':' The %t #ttr#$t">e eent " %ne "n h"$h entr+

*#rr"er #re h"h #nd e="t *#rr"er #re ,%' 6e ne &"r $#n enter #nd n%n-.er&%r"n &"r $#n e="t e#",+

G%>ernent .%,"$+

C#."t#, re!"reent

A*%,!te $%t

C%t d"#d>#nt#e "nde.endent %& "e


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e "t ",, *e t% ne $%.et"t%r:
http://en.wikipedia.org/wiki/Customer_loyaltyhttp://en.wikipedia.org/wiki/Customer_loyaltyhttp://en.wikipedia.org/wiki/Customer_loyalty


12/74

T&re"t o% (ub(ttute product( or (ervce(

The e="ten$e %& .r%d!$t %!t"de %& the re#, %& the $%%n .r%d!$t *%!nd#r"e "n$re#e the .r%.en"t+%&

$!t%er t% "t$h t% #,tern#t">e' 6%r e=#.,e/ t#. #ter "ht *e $%n"dered # !*t"t!te &%r C%4e/ here# P

# $%.et"t%r "",#r .r%d!$t' In$re#ed #r4et"n &%r dr"n4"n t#. #ter "ht Khr"n4 the ."eK &%r *%th C%4e #

Pe."/ here# "n$re#ed Pe." #d>ert""n %!,d ,"4e,+ Kr% the ."eK 9"n$re#e $%n!.t"%n %& #,, %&t dr"n4:/

h",e ">"n Pe." # ,#rer ,"$e #t C%4e e=.ene' An%ther e=#.,e " the !*t"t!te %& tr#d"t"%n#, .h%ne "th #

.h%ne'

P%tent"#, $t%r8

B!+er .r%.en"t+ t% !*t"t!te

Re,#t">e .r"$e .er&%r#n$e %& !*t"t!te

B!+er "t$h"n $%t
http://en.wikipedia.org/wiki/Propensityhttp://en.wikipedia.org/wiki/Switching_costshttp://en.wikipedia.org/wiki/Propensityhttp://en.wikipedia.org/wiki/Switching_costs


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Per$e">ed ,e>e, %&.r%d!$t d"&&erent"#t"%n

N!*er %& !*t"t!te .r%d!$t #>#",#*,e "n the #r4et

er#e/ .#rt"$!,#r,+ "n "nd!tr"e "th h"h &"=ed $%t

B!+er "t$h"n $%t re,#t">e t%&"r"t$h"n $%t

B!+er "n&%r#t"%n #>#",#*","t+

6%r$e d%n .r"$e

A>#",#*","t+ %& e="t"n !*t"t!te .r%d!$t

B!+er.r"$e en"t">"t+

D"&&erent"#, #d>#nt#e 9!n"!ene: %& "nd!tr+ .r%d!$t

R6M 9$!t%er >#,!e:An#,+"

The t%t#, #%!nt %& tr#d"n

*"r0"!!0 po)er o% (upp#er(

The *#r#"n"n .%er %& !..,"er " #,% de$r"*ed # the #r4et %& "n.!t' (!..,"er %& r# #ter"#,/ $%.%ne

,#*%r/ #nd er>"$e 9!$h # e=.ert"e: t% the &"r$#n *e # %!r$e %& .%er %>er the &"r hen there #re &e

!*t"t!te' I& +%! #re #4"n *"$!"t #nd there " %n,+ %ne .er%n h% e,, &,%!r/ +%! h#>e n% #,tern#t">e *!t t%

"t &r% the' (!..,"er #+ re&!e t% %r4 "th the &"r %r $h#re e=$e">e,+ h"h .r"$e &%r !n"!e re%!r$e'

P%tent"#, $t%r8

(!..,"er "t$h"n $%t re,#t">e t% &"r"t$h"n $%t

Deree %& d"&&erent"#t"%n %& "n.!t

I.#$t %& "n.!t %n $%t %r d"&&erent"#t"%n
http://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Concentration_ratiohttp://en.wikipedia.org/wiki/Fixed_costhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Price_sensitivityhttp://en.wikipedia.org/wiki/RFM_(customer_value)http://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Concentration_ratiohttp://en.wikipedia.org/wiki/Fixed_costhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Price_sensitivityhttp://en.wikipedia.org/wiki/RFM_(customer_value)http://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firm


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Preen$e %& !*t"t!te "n.!t

(trenth %& d"tr"*!t"%n $h#nne,

(!..,"er $%n$entr#t"%n t%&"r$%n$entr#t"%n r#t"%

ert"$#,,+ "nter#te #nd $!t %!t the *!+er'

I!te!(t/ o% compettve rv"#r/

6%r %t "nd!tr"e the "nten"t+ %& $%.et"t">e r">#,r+ " the #%r deter"n#nt %& the $%.et"t">ene %& the "nd

P%tent"#, $t%r8

(!t#"n#*,e$%.et"t">e #d>#nt#ethr%!h "nn%>#t"%n

C%.et"t"%n *eteen %n,"ne #nd %&&,"ne $%.#n"e

Le>e, %d>ert""ne=.ene

P%er&!, $%.et"t">e tr#te+

6"r $%n$entr#t"%n r#t"%

Deree %& tr#n.#ren$+
http://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Labor_unionshttp://en.wikipedia.org/wiki/Labor_unionshttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Innovationhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Concentration_ratiohttp://en.wikipedia.org/wiki/Firmhttp://en.wikipedia.org/wiki/Labor_unionshttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Innovationhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Concentration_ratio


15/74

Ch#.ter 1Ind!tr+ An#,+"

The Aer"$#n #r4et"n #%$"#t"%n de&"ne # *r#nd # # n#e/ ter/ "n/

+*%, %r de"n %r # $%*"n#t"%n %& the "ntended t% "dent"&+ the %%d %r

er>"$e %& #n+ %ne e,,er %r r%!. %& e,,er #nd t% d"&&erent"#te the &r%

th%e %& $%.et"t%r'

Br#nd " the #dded >#,!e end%ed t% # .r%d!$t #nd er>"$e' Th" >#,!e

#+ *e re&,e$ted # "n h% $%n!er th"n4/ &ee, %r #$t "th re.e$t t% #

*r#nd # e,, # the .r"$e/ #r4et h#re #n .r%&"t#*","t+ th#t the *r#nd

$%#nd &r% the &"r'

%! $#n n%t !ndert#nd $%n!er e%t"%n/ &ee,"n/ h" #."r#t"%n #nd

e=.e$t#t"%n &%r # *r#nd *+ re#d"n *%%4 %r the%ret"$#, 4n%,ede &%r th#t

.!r.%e +%! h#>e t% "nter#$t #nd $%!n"$#te "th the $%n!er !. $,%e

#nd .er%n#, #nd #4 h" d"re$t,+ %r "nd"re$t,+ #*%!t h" .er$e.t"%n %& the

*r#nd'

In the #e #nner +%! h#>e t% #..r%#$h the $!t%er$%n!er

d"re$t,+ t% !ndert#nd h" e=.er"en$e %& *!+"n #nd !"n # .r%d!$t #nd

e#ther hehe " #t"&"ed "th the h%,e .r%$e %r n%t' Th" " >er+

".%rt#nt &%r # #r4eter *e$#!e then he $#n de"n h" #r4et"n "=

#$$%rd"n t% the need %& the $%n!er'

The .!r.%e %& #4"n th" re.%rt " t% !ndert#nd the d+n#"$ *eh"nd

*!",d"n # *r#nd "#e "n the #r4et #nd t% !ndert#nd the $%n!er


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.er$e.t"%n #*%!t # .#rt"$!,#r *r#nd' I& # $%n!er h# # .%"t">e

.er$e.t"%n &%r # *r#nd hehe ",, de&"n"te,+ % #nd *!+ "t #nd #&ter *!+"n

"t hehe #t$he h"her .er$e">ed ,e>e, %& #t"$t"%n "th the #$t!#,

#t"$t"%n der">ed' Th#t " h% *r#nd "#e #re *!",d' Th" re.%rt #,%

tr"e t% #n#,+e $!t%er #t"$t"%n &%r # .#rt"$!,#r *r#nd'


17/74


18/74

INTRO-UCTION O$ THE *RAN-

e#r #%/ hen the ("nh#n"# ",+ # *!",d"n/ $%n%,"d#t"n #nd

e=.#nd"n "t >#r"%! *!"nee "n #n.!r/ %ne Mr' #d"# # "n #

"",#r #nner ett"n !. # #,, %%,,en ",, "n the #re# #r%!nd Th#ne

$ree4/ )0 4 ##+ &r% B%*#+' The (#%%n/ # e,,-4n%n

"nd!tr"#,"t ",+ %& B%*#+/ %%n #$!"red th" ",, #nd ren#ed "t #

The R#+%nd %%,,en M",,'

Ar%!nd the #e t"e/ the ("nh#n"# #"ed t% *r%#den the"r *!"ne

h%r"%n' The ",+ h#r. *!"ne &%re"ht ,ed t% the #$!""t"%n %& The

R#+%nd %%,,en M",,'

hen the r#nd%n %& L#,# !",#,/ L#,# #",#h.#t ("nh#n"# t%%4 %>er

R#+%nd "n 1))/ the ",, .r"#r",+ #de $he#. #nd $%#re %%,,en

*,#n4et/ #nd %det !#nt"t"e %& ,% .r"$ed %%,,en 6#*r"$

The >""%n #nd &%re"ht %& Mr' #",#h.#t ("nh#n"# re#t,+ he,.ed "n

et#*,"h"n the '' Gr%!. .reen$e "n the etern re"%n' Under h"

#*,e te#rdh"./ R#+%nd e*#r4ed !.%n # r#d!#, .h#e %&


19/74

te$hn%,%"$#, !.r#d#t"%n #nd %dern"#t"%n .r%d!$"n %%,,en 6#*r"$ %&

# r !.er"%r !#,"t+'

Under Mr' G%.#,#4r"hn# ("nh#n"#/ the ",, *e$#e # %r,d-$,# $t%r+

#nd the R#+%nd *r#nd *e$#e +n%n+%! "th &"ne !#,"t+ %%,,en

6#*r"$

hen Dr' @"#+.#t ("nh#n"# t%%4 %>er the re"n %& the $%.#n+ "n 1E0/

he "ne$ted &reh >"%!r "nt% R#+%nd/ tr#n&%r"n "t "nt% # %dern/

"nd!tr"#, $%n,%er#te' H" %n Mr' G#!t# H#r" ("nh#n"#/ the .reent

$h#"r#n #nd #n#"n d"re$t%r h# *een "ntr!ent#, "n retr!$t!r"n

the r%!.' "th the d">etent %& "t n%n-$%re *!"nee/ the r%!. h#

eered tr%ner/ "th # %re &%$!ed #..r%#$h'

T%d#+/ "th # 2E ",,"%n-eter $#.#$"t+ "n %%, %%,-*,ended *r"$/

R#+%nd $%#nd #n %>er F0Q #r4et h#re "n %rted !"t"n "n Ind"#

#nd r#n4 #%nt the &"rt three &!,,+ "nter#ted #n!$t!rer %& %rted

!"t"n "n the %r,d' The+ #re .erh#. the %n,+ $%.#n+ "n the %r,d t%

h#>e # d">ere .r%d!$t r#ne %& ne#r,+ 20/000 de"n #nd $%,%!r %& !"t"n

*r"$ t% !"t e>er+ #e/ %$$#"%n #nd t+,e' e e=.%rt thee t% %>er 50

$%!ntr"e/ "n$,!d"n U(A/ C#n#d#/

t% the"r $!t%er the *et %& *r"$ #nd t+,e thr%!h %e %& the $%!ntr+

%t .ret""%! *r#nd- M#n%n"/ P#r4 A>en!e/ C%,%r P,!/ P#r=/ Be8 #nd

Z#..' en # the *r#nd 4ee. e>%,>"n thr%!h "t $!t/ t+,e/ #..#re,

11


20/74

#nd $%,,e$t"%n/ %ne th"n h# re#"ned !n$h#ned %>er t"e " the

!nre,ent"n .!r!"t %& e=$e,,en$e

The $%.#n+ De"n (t!d"% "n Th#ne " e,, e!"..ed "th t#te-%&-the-

#rt $","t"e/ h"$h t"!,#te #nd n!rt!re the $re#t">e ener"e %& the

De"n Te#' The"r e&&%rt #re $%.,"ented *+ # ree#r$h te#/ h"$h

4ee. # $,%e #t$h %n "ntern#t"%n#, h"%n &%re$#t #nd de"n trend'

A De"n (t!d"% h# #,% *een et !. "n It#,+ re$ent,+/ h"$h h# &!rther

enh#n$ed %!r re.!t#t"%n "n .r%>"d"n $!tt"n ede de"n %,!t"%n %& #n

"ntern#t"%n#, t#nd#rd'

A,, the"r *r#nd #re #>#",#*,e #t e=$,!">e *r#nd t%re/ SThe R#+%nd

(h%. ret#", %!t,et #nd !,t"-*r#nd %!t,et #$r% Ind"# #nd the M"dd,e


21/74

HR POLICI"de

r%th %..%rt!n"t"e t% "t e.,%+ee' N%t"&+"n >#$#n$"e "ntern#,,+ d%e

th"' Th" .r#$t"$e he,. "n #n#er"#, $r%-&!n$t"%n#, e=.%!re &%r $#reer

de>e,%.ent #nd ,e#rn"n'

T"#e!t %rom C"mpu(

R#+%nd re$r!"t +%!n te=t",e en"neer"n r#d!#te/ te=t",e te$hn%,%"t/

$h#rtered #$$%!nt#nt/ h"%n te$hn%,%"t #nd MBA %n,+ &r% %e %&

Ind"# ,e#d"n Int"t!te' The+ #re then r"%r%!,+ tr#"ned &%r # .er"%d %&

%ne +e#r/ d!r"n h"$h the+ #re .,#$ed #$r% d"&&erent de.#rtent/ *e&%re

*e"n &"n#,,+ .,#$ed "n the"r #re# %& .e$"#,"#t"%n' The %*e$t">e %& the

.r%r#e " t% #!e the re$r!"t #re# %& e=.ert"e #nd then tr#"n the t%

"nde.endent,+ h%!,der the"r re.%n"*","t"e' A Ment%r"n .r%r#e &%r

ne "nd!$tee "n the %r#n"#t"%n en#*,e the t% #d#.t thee,>e t% the

%r#n"#t"%n'

L"ter"# Recrutme!t

M#r4et-4",,ed e.,%+ee &r% %ther $%.#n"e #re .er"%d"$#,,+ "nd!$ted

"nt% the %r#n"#t"%n &r% t"e t% t"e' A $%*"ned &%r$e %& e="t"n t#,ent

#nd "nd!$t"%n %& &reh *,%%d he,. the $%.#n+ t% *e $%.et"t">e "n the

$e %& "n$re#"n *!"ne $%.,e="t"e'13


22/74

Co!t!uou( #e"r!!0 "!d deve#opme!t

Or#n"#t"%n#, e=$e,,en$e " #$h"e>ed %n,+ thr%!h $%nt"n!%! "n>etent

"n r%th #nd rene#, %& h!#n re%!r$e'

A det#",ed tr#"n"n #nd de>e,%.ent .,#n " dr#&ted #nd ".,eented e#$h

+e#r/ h"$h $%.r"e ,e>e,-"e .,#nned "nter>ent"%n # e,, # .e$"&"$

need-*#ed "nter>ent"%n thr%!h Tr#"n"n Need An#,+"' Th" e!". the

te# t% e=$e, "n the"r $!rrent r%,e h",e #,% .re.#r"n the &%r &!t!re

r%,e'

There " re#t e.h#" %n *eh#>"%r#, #nd #tt"t!d"n#, tr#"n"n #.#rt &r%

te$hn"$#, #nd %n-the-%* tr#"n"n'

1)


23/74

Emp#o/ee I!vo#veme!t

R#+%nd *e,"e>e th#t e.,%+ee "n>%,>eent " the 4e+ t% $%nt"n!%!

".r%>eent/ %!nd de$""%n-#4"n #nd de>e,%."n #n %.en #nd

tr#n.#rent %r#n"#t"%n' O.en &%r! .r%>"de %..%rt!n"t"e t% e.,%+ee

t% h#re the"r >"e re#rd"n .e%.,e .%,"$"e' Th" en!re # &%!nd#t"%n %&

.e%.,e $entr"$ .%,"$"e' An %n,"ne HR M#n!#, *r"n tr#n.#ren$+ "n HR

.r%$ee' L#tent $re#t">"t+ #%n %r#n"#t"%n#, e*er " t#..ed

thr%!h "n"t"#t">e ,"4e #"en/ ;!#,"t+ C"r$,e #nd (!et"%n ($hee "n

!n"t'

The R#+%nd Inter$h#ne/ # th"n4-t#n4 %& the C% t%. #n#eent r%!./

" #n %n-%"n "n"t"#t">e th#t h#rnee the $%,,e$t">e >"e %n *!"ne

tr#te+ #nd " %ne %& the dr">er %& e.,%+ee "n>%,>eent' U#e %& the

"ntern#, *r#nd"n $%n$e.t thr%!h%!t the Gr%!. #,% .,#+ #n ".%rt#nt

r%,e "n dr">"n e.,%+ee "n>%,>eent' e #re .r%!d %& the $t th#t e #re

%ne %& the %t e.%ered %r#n"#t"%n "n ter %& de$""%n #4"n d%n

the ,"ne'

C%.en#t"%n #nd *ene&"t

here>er R#+%nd h# $re#ted "nd!tr+ #nd e.,%+ent/ "t h# #,%

.r%>"ded ed!$#t"%n#,/ h%!"n/ re$re#t"%n#, #nd ."r"t!#, !..%rt +te

&%r "t .e%.,e'


24/74

$h",dren ed!$#t"%n " #*%,!te,+ &ree' 6r% !*"d"ed tr#n.%rt $","t"e

%r #>#",#*","t+ %& R#+%nd .r%d!$t #t $%n$e"%n#, r#te t% "t e.,%+ee

the $%.#n+ #,#+ tr">e t% #4e e.,%+ee &ee, # .#rt %& the ,#re

R#+%nd ",+'

PRODUCT O66er/ #re ,%%4"n #t %ne-t%. h%. th#t $#n

&!,&",, #,, the"r need' R#+%nd/ %&&er &!,,+ &"n"hed .r%d!$t th#t .#n

>#r"%! #rent $#te%r"e th#t h# *een #de .%"*,e *+ # e#,e

h%r"%nt#, #nd >ert"$#, "nter#t"%n #$r% d">""%n' The"r te=t",e %,!t"%n

en$%.# e>er+th"n - &r% %rted !"t"n t% den" #nd h"rt"n'

It n%t !t r#ne *!t >%,!e #nd !#,"t+ th#t #4e the the te=t",e #%r

th#t the+ #re t%d#+' The"r .,#nt h#>e # $#.#$"t+ %& 2E ",,"%n eter 9%%n

t% *e 31 ",,"%n eter: "n .r%d!$"n the &"net %rted *r"$ #nd %%,

*,end' The ,end $%.r"e %& e=%t"$ &"*er ,"4e $#here/ M%h#"r %r

An%r# %r *,end %& %%, "th $#e"n #nd *#*%% %r the !,t"#te "n &"ne

.!re %%, (!.er 230'

1F


25/74

The den" d">""%n h# # $#.#$"t+ %& E0 ",,"%n eter %& .e$"#,t+ den"

n%t t% ent"%n %!r $#.#*","t"e "n .r%d!$"n h"rt"n #nd $#rded %%,en

*r"$' The"r %"nt >ent!re "th ,%*#, ,e#der en!re th#t $%n!er

h#>e #$$e t% %r,d-$,# .r%d!$t'

("= t#te- %&- the- #rt te=t",e .,#nt #nd &%!r #rent"n $t%r"e "n Ind"#

#nd

#n!$t!

rer %&

%rted

!"t"n'

+ C#.#$"t+ %&

2E ",,"%n

eter'

+3

"nter#ted

+ M#n!$t!rer %&

.e$"#,t+ r"n

den"/ h"%n

#nd $%,%r den"'

+ C#.#$"t+ %& E0

",,"%n eter'

+@ "th UCO N@

.r%d!$er %&

den" *r"$'

+ M#n!$t!r"n "n

17

+ M#n!$t!r

&"ne $%tt%n #

,"nen h"rt"n

*r"$'

+ C#.#$"t+ %&

",,"%n ete

+@ "th Gr!..

Z#*#"t"/

It#,"#n h"h

h"%n $%tt

te=t",e r%!.


26/74

%r,d-$,#.,#nt "n

+ M#n!$t!rer %&

O!tere#r

*r"$/ C#rded

%%,en h#,

#nd B,#n4et'

+ C#.#$"t+ %& 2'5

",,"%n eter'

+@ "th

L#n"&"$"%

6ed%r#/ It#,+

,e#d"n %%


27/74

%r,d-$,#

.,#nt "n

Ind"#'

3 $%nt"nent - *r"$

U(/


28/74

+

M#n!$t!r

er %&

&"net#",%red

&%r#,!"t/

#$4et#nd

tr%!er'

+

C#.#$"t+ %&

)/50/000!"t/

#$4et#nd 2')

",,"%n

OR(Te,%.ent

te#' The"r "nn%>#t"%n h#>e *e$%e ",et%ne "n the %rted !"t"n

"nd!tr+8

The+ #tered the $r#&t %& .r%d!$"n the &"net !"t"n "n the %r,d !"n

!.er &"ne %%, $%!nt 9&r% E0 t% 230: #nd *,end"n the #e "th

!.er&"ne .%,+eter #nd %ther .e$"#,t+ &"*er/ ,"4e C#here/ An%r#/

A,.#$#/ P!re %%, #nd L"nen'

R#+%nd " #%nt the &e $%.#n"e "n the %r,d "th the e=.ert"e t%

#n!$t!re e>en &"ner %rted !"t"n *r"$- the (!.er 230'

T%d#+ the+ #re re$%n"ed # # ."%neer "n #n!$t!r"n %rted !"t"n "n

Ind"#/ .r%d!$"n ne#r,+ 20/000 de"n #nd $%,%!r %& !"t"n *r"$/

h"$h #re ret#",ed thr%!h 30/000 t%re "n %>er )00 t%n #$r% Ind"#'

6r% *r"$ t% &"ne t#",%red $,%th"n/ (",>er (.#r4 A..#re, Ltd' M#r4 the

Gr%!. &%r#+ "nt% the ,%*#, #..#re, #r4et'

20


30/74

Dert *r"$ "nt% h"h h"%n #rent #t %!r e#n

e#r $","t+ er B,!e ne#r B#n#,%re' The !n"t $%n>ert *r"$ t% e#n

e#r !..,+"n t% $!t%er the %r,d %>er'

(HIRTING(

R#+%nd #nd C%t%n"&"$"% H%neer (PA/ .#rt %& Gr!..% Z#*#"t" h#>e

%"ned h#nd "n the &%r %& # 50850 @ t% #n!$t!re #nd #r4et h"h

>#,!e $%tt%n #nd ,"nen h"rt"n' Thr%!h th" .#rtnerh"./ the te=t",e #%r

h#>e et !. # Green&"e,d $","t+ "n Ind"# &%r #n!$t!re %& h"h->#,!e

$%tt%n h"rt"n *r"$'

The %"nt >ent!re $%.#n+/ R#+%nd Z#*#"t" Ltd/ ",, $%*"ne

R#+%nd e=.ert"e "n te=t",e *!"ne/ ,% $%t .r%d!$t"%n/ te$hn%,%+

#nd d"tr"*!t"%n "th It#,"#n trenth %& $re#t">"t+/ t+,e/ .r%d!$t"%n 4n%-

h%/ !#,"t+ &"n"h"n #nd ,e#d t"e'

The .r%d!$t r#ne ",, "n$,!de # "de r#ne %& *r"$ #nd &"n"h"n


31/74

"n$,!d"n $%tt%n #..#re, *r"$ #nd h"h-end $%tt%n !"t"n *r"$

.r%d!$ed #t %!r ne,+ et !. t#te-%&-the-#rt >ert"$#,,+ "nter#ted .,#nt "n

%,h#.!r/ Ind"#'

Th" $","t+ $#ter t% the "ntern#t"%n#, #r4et #t the "dd,e t% the !..er

end *r#nd #nd %&&er $!t% de"ned h"rt"n .r%d!$t t% %!r d"$ern"n

"ntern#t"%n#, $!t%er/ h"$h "n$,!de ,e#d"n *r#nd #nd ret#",er' The

r%!. " #%n the t%. three It#,"#n h"h h"%n $%tt%n te=t",e #%r "nthe %r,d/ !..,+"n *r"$ t% .re"! *r#nd #$r% the ,%*e'


32/74

6%r#, h"rt

T% t+,e the $%r.%r#te %r,d/ e h#>e et !. #n%ther $","t+ #n!$t!r"n

&%r#, h"rt -Ce,e*r#t"%n A..#re, Ltd'/ "n te$hn"$#, $%,,#*%r#t"%n "th #

#.#nee #n!$t!r"n $%.#n+- 6,e= #.#n C%.#n+ Ltd' P%ered *+

#d>#n$ed #$h"ner+ #nd $!tt"n-ede "n&r#tr!$t!re/ the $","t+

#n!$t!re !. t% F000 h"rt # d#+'

+ Dre (h"rt

+ Te=t",e

+ R#+%nd Z#*#"t" P>t' Ltd'

+ Ce,e*r#t"%n A..#re, Ltd

TAILOR


33/74

R#+%nd #n!$t!re !"t/ #$4et #nd &%r#, tr%!er

thr%!h (",>er (.#r4 A..#re, Ltd'/ # h%,,+ %ned !*"d"#r+ %& R#+%nd

Ltd'''

T% eet the r%"n need %& %!r d%et"$ #nd "ntern#t"%n#, $,"ent/ the"r

.,#nt h# the $#.#$"t+ t% .r%d!$e )50/000 !"t #nd #$4et #nd 2') ",,"%n

tr%!er #nn!#,,+/ # "n"&"$#nt #dd"t"%n t% the"r e="t"n $#.#$"t"e #t

Th#ne ne#r M!*#"'

The+ n%t %n,+ .r%d!$e en"neered 9&!ed: #$4et *!t #,% h#>e the

$#.#*","t+ t% .r%d!$e h"h -end h#,& $#n># #$4et' Th" #4e-!. %&&er the

$%.,ete t#",%red "th 1E-20 r% %& *,"nd t"t$h %n the ,#.e,/

!#r#ntee"n # r%,, %n the ,#.e,/ h"$h " !n#t$hed' The #$4et #re h#nd

en t% $%.,ete the t#",%red ,%%4'

23


34/74

e,%."n #nd #n!$t!r"n .#rtner %& ,e#d"n

,%*#, *r#nd' Th" h# *een #de .%"*,e *+ the %.t"#, !e %& %dern

te$hn%,%+'

+ The !e %& # h"h deree %& #!t%#t"%n r"ht &r% $%.!ter"ed

Ger*er .re#der #nd $!tter t% ,#er .#ttern"n #nd &"n"h"n'

+ The t"t$h"n $","t+ "n$%r.%r#te e>er#, #!t%#t"$ e"n

%r4t#t"%n &%r $%n"ten$+ %& %r4 e=e$!t"%n/ %>er ,%$4"n #nd

"..er #tt#$hent'

+ The &"n"h"n !n"t $%n"t %& $r#."n .r#+ *%%th/ #nd *,#t"n

#nd ,#er .#ttern"n t% $re#te .e$"#, e&&e$t %n the den"'

+ An "n-h%!e CPC $%ntr%,,ed ,#!ndr+/ re#rded # the *et !$h $","t+

"n Ind"# &%r #h"n #nd d+e"n %*t#"ned &r%


35/74

th#t e $#n .r%>"de # "de >#r"et+ %& &"n"he t% eet the d">ere

t#te %& %!r ,%*#, $!t%er'

25


36/74

DR"r%nent en!re .%t,e h"te #nd

,"ht $%,%!r h"rt' Thre#d/ "nter,"n"n/ *!tt%n #nd %ther e*e,,"hent

#re %!r$ed &r% the *et !..,"er #$r% the ,%*e t% %&&er %!r $!t%er

the h"het !#,"t+ .r%d!$t'

The ,#+%!t %& the #n!$t!r"n ,"ne h# !&&"$"ent &,e="*","t+ t% #d#.t t%

#,,er r!n #nd t+,e $h#ne' Th" &,e="*","t+ .er"t the #n!$t!re %&

*%th &!ed #nd n%n-&"ed $%,,#r #nd $!&& # .er %!r $!t%er

re!"reent


37/74

(.e$"#,"ed #$h"ner+ ".%rted &r% ren%ned #n!$t!rer &r% U(A/

Ger#n+ #nd #.#n $%.r"e %& #!t%#ted .re#d"n #nd $!tt"n "th #n

"n*!",t +te &%r #t$h"n $he$4 #nd tr".e' P%$4et $re#"n #nd .%$4et

#tt#$h %.er#t"%n #"ded *+ (RP e"n #$h"ne #4e %!r !n"t %ne %& the

*et h"rt #4"n $","t"e "n (%!th A"#'

27


38/74

BRAND PORT6OLIO

T% ,et $!t%er %#4 "n the *r#nd e=.er"en$e R#+%nd h#>e et-!.

e=$,!">e *r#nd t%re' #",#*,e t% $!t%er the ent"re

.r%d!$t r#ne %& #rent #nd #$$e%r"e' Thee .r%>"de $!t%er #

!n"!e #nd ,e"!re,+ h%.."n e=.er"en$e h",e #,% .reent"n the # ne

,%%4 t% !"t e>er+ ne %$$#"%n *e "t &%r#,/ $#!#,/ %!td%%r/ tr#>e, %r

%$$#"%n e#r'

The R#+%nd (h%. "

# .re"! ret#", t%re

%&&er"n $%.,ete

#rdr%*e %,!t"%n &%r

en/ h"$h "n$,!de

t%.-%&-the-,"ne *r#nd -R#+%nd/ M#n%n"/

P#r4 A>en!e/

C%,%!rP,! #nd P#r='

The M#n%n" L!=!r+

B%!t"!e "n Ne De,h"

#nd M!*#" .r%>"de #

,!=!r"%! #*"en$e t%

#4e # (t/#e

(t"teme!t

2E


39/74

The P#r4 A>en!e t%re

%&&er the .er&e$t

premum #%e(t/#e

e=.er"en$e #nd

#ddree the

$!t%er need &%r

B!"ne/ en"n/

Le"!re/ Tr#>e, #nd

Her"t#e e#r'

Get # coo# tre!d/

#4e%>er &%r th#t

S$h",,ed %!t %!t %&

%&&"$e ,%%4


40/74

A &!n .,#$e &%r 4"d t%

h#n %!t #nd h%. &%r

$%,%r&!, $,%the #nd

#$$e%r"e'

Tr!t' #,!e th#t h#>e *een #%$"#ted "th R#+%nd %>er the +e#r'

T%d#+ the+ h#>e the d"t"n$t"%n %& *e"n the %r,d ,#ret "nter#ted

.r%d!$er %& %rted !"t"n *r"$'

A #n "nter#ted .,#+er/ the+ .r%>"de end-t%-end *r"$ %,!t"%n r"ht &r%

#n!$t!r"n %rted/ %%,en #nd ,"nen *r"$ t% $re#t"n !"t/ tr%!er

#nd #..#re,'

The"r $%n"tent &%$! %n $!tt"n-ede ree#r$h #nd

te$hn%,%+ h# re!,ted "n ."%neer"n ne .r%d!$t/ h"$h h#>e et ne

*en$h#r4 "n the %rted !"t"n "nd!tr+ "n Ind"#'

6%r e=#.,e/ the+ h#>e the d"t"n$t"%n %& .r%d!$"n the &"net !"t"n "n the

%r,d !"n !.er &"ne %%, &r% E0 t% 230 $%!nt #nd *,end"n the #e


41/74

"th !.er&"ne .%,+eter #nd %ther .e$"#,t+ &"*re/ ,"4e C#here/ An%r#/

A,.#$#/ P!re (",4/ L"nen et$'

The+ .r%d!$e ne#r,+ 20/000 de"n #nd $%,%r %& !"t"n

*r"$/ th#t h#>e &%!nd the"r #+ "n %>er 55 $%!ntr"e "n$,!d"n the

M"!2o!%&&er d"$ern"n $!t%er

the &"net "n $%nte.%r#r+ "ntern#t"%n#, t+,e #nd ,!=!r+' The .r%d!$t

r#ne $%.r"e %& !.er .re"! &%r#,e#r #nd .%rte#r "n$,!d"n

!"t/ h"rt/ tr%!er #nd h"h !#,"t+ #$$e%r"e !$h # h#nd$r#&ted ",4

t"e/ .!re ,e#ther h%e $r#&ted "n


42/74

The de"n #re $re#ted "n ,""ted ed"t"%n t% #"nt#"n e=$,!">"t+' An

e,e#nt #nd re,#=ed #*"en$e reet e#$h $!t%er >""t"n #n+ %& the

M#n%n" *%!t"!e/ "n M!*#" #nd Ne De,h"'

MANZONI 6ORMAL e # $,e#n ,%%4 #nd #re e,, $%ntr!$ted "th #

,"n"n th#t .r%>"de t%t#, $%&%rt t% the #"t*#nd' (!.er"%r .%$4et"n %&

the &"net $%tt%n #nd 4nee ,enth ,"n"n &%r %%,en tr%!er #4e &%r32


43/74

$%&%rt#*,e e#r"n' Intr"$#te &e#t!re "n$,!de 6ren$h &,+/ *,"nd t"t$hed

,%%./ r%!nded *e,t e=ten"%n SD *#r t# #t the *#$4 .%$4et &%r

#dd"t"%n#, trenth t% the #rent' On,+ the &"net .re"! h%rn #nd

C%r%% N!t *!tt%n #re !ed "n M#n%n" tr%!er'

M"!2o! (port )e"rThe h"h,"ht %& the M#n%n" (.%rte#r L"ne " the

"de #nd >#r"ed r#ne %& 100Q ,"nen #nd #hed h"rt "n >"*r#nt $%,%r

#>#",#*,e "n h#,& ,ee>e' C%,%r&!, $he$4/ >"*r#nt tr".e #nd *r"ht %,"d

"n h"%n $%,%r ,"4e &!$h"#/ %r#ne/ #!#/ *,!e/ reen #nd .e#$h $%.,ete

the $#!#, It#,"#n ,%%4' The $#!#, h"rt h#>e # #rt re,#=ed S%ne ."e$e

$%,,#r &%r $%&%rt' M#n%n" *%#t %& the "det ,"nen r#ne "n the $%!ntr+

Tr%!er #re #>#",#*,e "n 100Q $%tt%n #nd ,"nen "n re!,#r &,#t &r%nt t+,e/

#hed &%r # %&t h#nd &ee,' A.#rt &r% the *#"$ *,#$4/ n#>+ *,!e t% %&&-

h"te/ thee tr%!er #re #,% #>#",#*,e "n h"%n $%,%r ,"4e Or#ne/

M#ent# #nd Red' Add"n t% the .re"! $#!#, ,%%4 #re 5-.%$4et Se#n-

t+,e tr%!er "n 100Q ,"nen #nd Sdr#tr"n tr%!er "n 100Q ,"nen'

SUn,"ned #$4et #de &r% 100Q ,"nen %&&er $%%, $%&%rt # d% ,e"!re

!"t "n 100Q ,"nen #>#",#*,e "n h#de %& ">%r+/ #nd #nd n#t!r#, $%&&ee'

M"!2o!+(Bona Serae>en"n ,"ne $%n"t %& #hed 100Q ",4 #$!#rd

h"rt "n $%,%r ,"4e %r#ne/ red/ *,!e/ .!r.,e #.#rt &r% the $,#"$ ne!tr#,

h#de' (!*t,e e*r%"der+ %n h"rt dree +%! !. "n r"$h e,e#n$e'

33


44/74

L#!n$hed "n 1EF/ P#r4 A>en!e .r%>"de

t+,"h #nd "nn%>#t">e #rdr%*e %,!t"%n t% e,,-dreed ent,een' A

Ind"# .re"! ,"&et+,e *r#nd/ "t de"n e*%d+ the ,#tet "n

"ntern#t"%n#, *r"$/ t+,"n/ $%,%r #nd h"%n trend' The+ $#ter t%

$!t%er need "th &%r#, $,%th"n &%r >#r"ed %$$#"%n *e "t &%r # d#+ #t

%&&"$e/ h"h-.%ered $%r.%r#te eet"n/ ",+ et-t%ether %r &et">e

%$$#"%n' The h"rt/ tr%!er/ !"t #nd #$4et need ,"tt,e $#re #nd

there&%re $%n>en"ent t% $#rr+/ h",e tr#>e,"n'

The P#r4 A>en!e Her"t#e e#r $%,,e$t"%n/ h"$h "n$,!de # r#ne %&

4!rt# .###/ #de %& .!re ",4 #nd h#nd$r#&ted e*r%"der+/ h#

#"ned the #..re$"#t"%n %& d"$ern"n $!t%er' The"r $re#t"%n $#n *e

&%!nd #t e=$,!">e P#r4 A>en!e t%re #nd SThe R#+%nd (h%. $h#"n %&

t%re'

The *r#nd h# re$e">ed e>er#, ##rd' Re$ent,+/ "t h#d the h%n%r %& *e"n

the SMo(t Admred *r"!d #t the L+$r# I#e 6#h"%n A#rd 200F/ &%r

the e$%nd $%ne$!t">e +e#r'

3)


45/74

(et !. "n 13/ Co#orP#u(" %ne %& Ind"# ,e#d"n $#!#, e#r *r#nd'The"r h"rt/ tr%!er/ 4n"t/ !r>">#, e#r #nd #$$e%r"e h#>e #,#+ et

"ntern#t"%n#, !#,"t+ t#nd#rd'

35


46/74

P"r5re&,e$t the .er%n# %&the eneret"$ 22-30 +e#r %,d h% " #re">e/ %!t%"n/ #nd d+n#"$ #nd

,">e h" ,"&e t% the &!,,et' The+ "rr%r the .!,e %& th" ne ener#t"%n/ h%

,%%4 #t $,%th"n # # t#teent %& the"r #tt"t!de #nd >"*r#n$+'

P#r= # ,#!n$hed "n 1 t% $#ter t% the #rt #nd h"%n#*,e $,%th"n

eent' It h# #rnered # "n"&"$#nt #r4et h#re "n th" $#te%r+ ">en

%!r >ert"$#, "nter#t"%n #nd # tr%n ret#", .reen$e'

The *r#nd #&&%rd # "de r#ne %& h"rt/ tr%!er/ den"/ .%,% #nd

%!tere#r' The r#ne " $#te%r"ed n#e,+ Ur*#n/ (.%rt/ #",#*,e #t e=$,!">e P#r= *r#nd %!t,et #nd The

R#+%nd (h%.V $h#"n %& t%re #$r% the $%!ntr+'

3F


47/74

*e6%&&er h"%n th#t $#.t!re the ,#tet trend &r% #$r% the ,%*e' Be8

%&&er # "de r#ne %& #..#re, #nd #$$e%r"e &%r *%th en #nd %en

&r% Be8 #nd e,, 4n%n Ind"#n de"ner ,"4e Anh! Ar%r# (en/ A4*#r

(h#h.!r#,,#/ r"hn# Meht#/ M#n"h Ar%r#/ Preet" h##r/ Pr"+#d#rh"n"

R#%/ R%h"t B#,/ (#>"% %n/ (h#nt#n! N"4h",/ @#r!n Bh#,/ @"dh" ("nh#n"#

#nd ende,, R%dr"$4/ #$r% $#te%r"e n#e,+ - %en etern e#r/

%en


48/74

:"pp;Preent #n e=$"t"n r#ne %& #rent

#nd #$$e%r"e t#reted #t h"%n $%n$"%! +%!n #d!,t *eteen the #er%!. %& )-12 +e#r'

6r% .#rt+ e#r t% $#!#, e#r/ 4"d $#n n% $h%%e # d"&&erent t+,e &%r

e#$h d"&&erent %$$#"%n' De"ned "n-h%!e/ the Z#.. C,%th"n ,"ne $%n"t

%& B#"$/ Den" #nd (treet e#r #%nt %ther $%,,e$t"%n' T% % "th

the"r $,%the/ 4"d $#n #,% h%. &%r #$$e%r"e !$h # &%%te#r/ *#/ *ed

#nd *#th ,"nen'

Z#.. H# #,% t"ed !. "th #rner Br%ther t% tre#t 4"d t% (!.er#n

er$h#nd"e r"ht "n the"r $"t+'

The $%,,e$t"%n ",, *e #r4eted thr%!h e=$,!">e *r#nd t%re #$r% the

$%!ntr+/ the &"rt %& h"$h # ,#!n$hed "n Ahed#*#d #nd the ne=t %ne "n

M!*#"'

"th the"r e=$"t"n $,%the #nd #$$e%r"e ,"ne $%.,ete "th # !n"!e #nd

&!n e=.er"en$e the+ ,%%4 &%r#rd t% rede&"n"n the 4"de#r #r4et "n the

$%!ntr+'

3E


49/74

Rer the +e#r/The R#+%nd (h%. $h#"n %& t%re h# *e$%e # +#rdt"$4 *+ h"$h %ther

ret#", t%re #re !ded #nd $%nt#nt,+ et ne t#nd#rd #nd $re#te

en>"r%nent th#t #4e h%.."n # .,e#!re'

The R#+%nd (h%. net%r4 t#rted "th # #,, $%rner h%. "n B#,,#rd

e de$#de #%' It h# r%n treend%!,+ "th #

ded"$#ted te# #4"n "t the ,#ret ret#", t%re "n the $%!ntr+ h#>"n %re

th#n 300 t%re "n .r"e ,%$#t"%n/ "n 150 $"t"e "n Ind"#'

The"r %>ere# net%r4 .#n 27 t%re "n 15 $"t"e #$r% the M"dd,e


50/74

The"r "de re#$h #,, %>er the $%!ntr+ #$r% *" $"t"e #nd #,,er t%n

#,,% ! t% re#$h # "de .e$tr! %& $%n!er' The+ h#>e n% e=tended

%!r re#$h "th # .reen$e "n %e %& the ,e#d"n M#,, "th ne ret#",

&%r#t'

)0


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AD CAMPAIGN(

)1


52/74

)2


53/74

RESULT < ANALYSIS

In re.%ne t% the &"rt !et"%n %t %& the $%n!er re.%nded

t% R#+%nd/ ("+#r# #nd @"#, # #%r !"t"n #nd h"rt"n

*r#nd %!t %& 50 $%n!er

+ 15 #>e the"r &"rt re.%ne # R#+%nd/

+ 1F # ("+#r#

+ # @"#,/

+ 5 # De#

+ 5 # Re"d T#+,%r'

WE

W)FW2

EF

)

2

X Y [Y\WX Y[Y2

hen #4ed t% r#te d"&&erent !"t"n #nd h"rt"n *r#nd %n the

$#,e %& 1-10 6%,,%"n re.%ne ere %*t#"ned %n #n #>er#e

*#"$ )3


54/74

+ ("+#r# 10/

+ R#+%nd E10/

+ Re"d T#+,%r 710/+ M#+!r 710/

+ @"#, 710/

+ D"# F10/

+ D"neh

]^

7

5

_3^]

]_3

hen #4ed #*%!t the #%r deter"n#nt *eh"nd *!+"n #

R#+%nd .r%d!$t' The $%n!er re.%nded "n &%,,%"n #nner

+ ;!#,"t+ 13/

+ Tr!t 11/

+ A&&%rd#*","t+ 11/

+ (t+,e F/

+ Pr%%t"%n 3/

+ @#r"et+ %& Mer$h#nd"e F/ ))


55/74

+ C!t%er (er>"$e 0/

``

`

JQQ9`JQQ9

JQQ9:

6%,,%"n #re the $%n!er re.%ne #&ter *!+"n # R#+%nd

*r#nd'

+ er#e 15/

+ P%%rB#d )'

105)

5523

5501

)32

10

)5


56/74

F7 E 7a5

F7 E 7a1

F7 E 7aA


57/74

Pe%.,e *!+ R#+%nd Mer$h#nd"e &r%

+ L%$#, h%. %ner 25/

+ R#+%nd (h%. 21/

+ e

1 C D

hen #4ed #*%!t the %!r$e %& "n&%r#t"%n #*%!t R#+%nd

.r%d!$t/ Thee ere the re.%ne %& $%n!er'

+ 6r"end 10/

+ 6#",+ 10/

+ Te,e>""%n Ad' 1F/

+ Pr"nt Med"# 12/

+ L%$#, (h%. %ner Ad' 2'

)F


58/74

H1G

16

1#t"%n

th#t h#>e en!red th#t the $%.et"t"%n h# *een ,e&t *eh"nd'


60/74

@er+ %&ten/ .e%.,e "n $%.#n"e !nderet"#te the >#,!e %& #d>ert""n'

A&ter #,,/ .r%d!$t #n#er *e,"e>e th#t the"r %!etr#. #re r !.er"%r

And +et/ I/ &%r %ne/ *e,"e>e "n the .%er %& #d>ert""n - # # .r%&e"%n#,

#nd # # $%n!er' M%re % "n # $#te%r+ ,"4e #..#re,' h#t the

d"&&eren$e *eteen # h"rt *+ @#n He!en #nd #n%ther *+ Z%d"#$b h",t

*%th *r#nd %!,d h#>e d"eh#rd ,%+#,"t/ the tr!th " th#t *%th thee

*r#nd #re *!+"n the *r"$ &r% the #e .r%d!$er' The d"&&eren$e $%e

thr%!h "n the de"n/ the #d>ert""n #nd the $%ne!ent "#er+'

And .e#4"n %& R#+%nd/ %ne %& the 4e+ $t%r *eh"nd "t !$$e " the

#d>ert""n/ !#,"t+/ t+,e/ #nd "nn%>#t"%n' T% + "nd/ R#+%nd

#d>ert""n h# *een the *et "n "t $#te%r+ &%r #e' A' G' r"hn#!rth+/

the dr">"n &%r$e *eh"nd @"#, #d>ert""n &%r e>er#, +e#r/ ",, d"#ree

*!t th#t $#n *e # d"&&erent t%r+' And th" h# h#..ened thr%!h d"&&erent

#d>ert""n #en$"e/ h"$h h#>e h#nd,ed the R#+%nd *r#nd %>er the

+e#r'

hether "t # the ,eend#r+ 6r#n4 ("%e h% &%r # h%rt h",e h#nd,ed

@"#, #nd R#+%nd/


61/74

A &,#h*#$4 "n h"%n

The h#,,#r4 %& R#+%nd %>er the +e#r h#>e *een "t %.h"t"$#t"%n #nd

$%n"ten$+' I 4n% th#t "t " e#"er &%r .e%.,e t% ree*er the %rd %& #

%n %r d"#,%!e &r% &", th#n "t " t% ree*er #d>ert""n ,%#n %r

t#,"ne' And +et/ %ne %& the tet &%r #n #d>ert"eent " n%t %n,+ "t re$#,,

*!t #,% "t re,e>#n$e t% the t#ret #!d"en$e #t th#t .%"nt "n t"e'

One %& the *r#nd %t >""*,e #nd re$#,,ed ,%#n # Kthe !"de t% the

e,,-dreed #,e' And then the #d>ert""n %>ed #he#d t% Kthe $%.,ete

#n'K The $%.,ete #n # # h"&t "n the ene th#t "t # &%$!ed %n the

$%n!er' He/ n%t *r"$/ # the her%'

I $#n t",, re$#,,/ #,%t &r#e *+ &r#e/ # $%er$"#,/ h"$h # h%t "n

*,#$4-#nd-h"te th#t end %n the *e#$h "th # !+ "n # hee,$h#"r' The

$%nte.%r#r+ t%ne %& >%"$e #nd %.h"t"$#t"%n $%nt"n!e t% *e end!r"n

&e#t!re %& the *r#nd #d>ert""n' 50


62/74

6ee, ,"4e he#>en

Aen$"e ,%>e $h#ne/ %re % hen the %r""n#, $#.#"n "de# " "nher"ted

&r% # d"&&erent #en$+' And +et there $#n *e #n%ther .%"*,e d"en"%n t%

the $%.,ete #n #nd th#t " #rth' I& +%! h#d t% &"nd %ne %rd th#t

de$r"*e %e %& the R#+%nd T@ $%er$"#, %>er the ,#t &e +e#r/

th#t %rd %!,d *e K#r'K I # !re #,, %& ! h#>e en%+ed the

$%er$"#, %& the *#*+/ the *!n$h %& $!te .!.."e/ the te#$her $%"n &%r

h" &%rer .!.", edd"n re$e.t"%n "th &,#h*#$4 %& the .#t %r e>en the

re$ent %ne &e#t!r"n d%,.h"n'

Cr!$"#, t% the e%r#*","t+ %& thee $%er$"#, " the ,"$4 e=e$!t"%n' It "

*#d en%!h %r4"n "th $e,e*r"t"e #nd t#r *!t I !e %r4"n "th

#n"#, 9h%e>er $!te: !t .%e "t %n et %& $h#,,ene' C%n$"%!,+

%ne re#,"e th#t the *r#nd " t#ret"n the +%!ner !er' A&ter #,,/ e #re #

+%!n n#t"%n th#t " *e$%"n "n$re#"n,+ %re #&&,!ent #nd ,%*#, e>en

# e .e#4' Th" " .erh#. %re "n e>"den$e "n the $%er$"#, &e#t!r"n

# $e.t"$#, ther #nd #n "nte,,"ent #,*e"t ",,-4e.t %n ,%%4"n &%r # %*'

The $#,,% +%!th " tr#n&%red "n # R#+%nd !"t #nd t!n h" ther' T%

+ "nd/ # t!nn"n $%er$"#,'

e/ the *r#nd h# *r%#d*#ed "t #..e#, &r% edd"n t% "nter>"e t%

"ntern#t"%n#, tr#>e,' And "t " n%t %n,+ *#n4er h% e#r !"t n%' Pe%.,ee#r !"t #nd $,#+ $,%the %re %&ten #nd the *r#nd th#t ",, $%e t%

"nd #nd "nt% the"r #rdr%*e ",, *e R#+%nd de."te the .reen$e %& the

D"#/ the Gr#"/ the Re"d T#+,%r/ the D"neh #nd @"#, %& the

%r,d' R#+%nd t%d#+ " # *r#nd "th ,%*#, #."r#t"%n/ e=$e,,ent re#$h

51


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#nd the &"n#n$"#, $,%!t #nd *!"ne #$!en t% t#4e %>er *r#nd ,"4e C%,%r

P,!'

A."r#t"%n " the 4e+

A."r#t"%n " %ne %& the 4e+ dr">er %& !$$e&!, *r#nd' I ree*er #

Mer$ede Ben $%er$"#, %& # $h",d "n # %* th#t 4ee. re.e#t"n Khen

I r% !./ I ",, dr">e # Mer$ede'K One %& the re#tet $h#,,ene %& # ,%n-

,#t"n *r#nd ,"4e R#+%nd " t% re#"n #ttr#$t">e #nd #."r#t"%n#, t% #

ne ener#t"%n %& !er h% #re $%"n "n e>er+ +e#r' ",, the+ $%nt"n!e t%

.#tr%n"e the #e *r#nd %& !"t"n th#t the"r ther %reb The #ner t%

th#t "ht e,, deter"ne R#+%nd &!t!re !$$e' M+ !t &ee, te,, e

th#t R#+%nd " e,, %n "t #+ t% d% th#t' And "& th#t "nt $%.,ete

!$$e/ I %nder h#t "'

52


64/74

CONCLU(ION(

The R 1/500 $r%re R#+%nd Gr%!. " %>"n #he#d "n the 21t $ent!r+ "n

t%. e#r # "t et #n #re">e e=.#n"%n"t e+e %n n%t %n,+ the d%et"$

#r4et/ *!t #,% the ,%*#, $ene'

I d%nt th"n4 there #re #n+ $%.#n"e "n the %r,d h"$h #re % "nter#ted

th#t the+ #$t!#,,+ #n!$t!re %rted *r"$/ %%,,en/ ,"nen #nd % t% the

e=tent %& $%n>ert"n the "nt% re#d+#de #rent/ !"t #nd tr%!er/K

6r% #4"n $%#re %%,,en *,#n4et #nd #,, !#nt"t"e %& ,% .r"$ed

%%,,en *r"$ "n 1))/ R#+%nd n% #4e the (!.er 220( the %r,d

&"net *r"$ ret#","n #t R 1'05 ,#4h .er !"t ,enth' Added t% "t *r"$

*#e " the >er+ ".re">e t#*,e %& en RT ,#*e, P#r4 A>en!e/ P#r=/

M#n%n"#nd

C%,%r.,!'

B#ed %n the re.%ne $%,,e$ted #&ter the !r>e+ &%,,%"n $%n$,!"%n $#n

*e der">ed'

R#+%nd h# et#*,"hed "t n#e #nd e "n the "nd #nd h#rt %&

%t %& the $%n!er' It !.ree !#,"t+ #nd tr!t h# *een # #%r

$t%r *eh"nd "t !$$e #nd "t #d>ert""n tr#te+ h# *e r%$4 %,"d #nd

$%n"tent %>er the +e#r #nd th#t h+ %t %& the $%n!er re.%nded t%

R#+%nd "ed"#te,+ hen #4ed #*%!t (!"t"n #nd (h"rt"n' One %& the

tr%n *#t"%n %& R#+%nd h# *een "t #d>ert""n tr#te+ R#+%nd

#d>ert"eent h#>e #de the"r .,#$e "n %!r e%r"e #nd he#rt &r%

de$#de' The+ #,#+ t%!$h %!r he#rt #nd e=.,%re %!r &ee,"n #nd tr+ t%re,#te "th ! "n %ne #+ %r the %ther'53


65/74

6r% 125 t",, t%d#+ R#+%nd h#>e de>e,%.ed # tr%n .#tr%n#e #%n

$!t%er #nd #&ter *!+"n #n+ %& the R#+%nd Mer$h#nd"e $!t%er

$#e *#$4 ##"n #nd ##"n'

A,, th%!h R#+%nd h#>e $ed tr%n $%.et"t"%n &r% ("+#r#/ @"#,

M#+!r *!t "t need n%t t% %rr+ # ,%t #*%!t thee *e$#!e "t n#e "te,&

" !&&"$"ent t% $%.ete "th #n+ *%d+'

5)


66/74

(COP< O6 6UTUR< Re !ndert%%d the $h#n"n

need %& $%n!er #nd $#tered t% "t'

The %*e$t">e %& th" re.%rt " t% !ndert#nd the re#%n *eh"nd R#+%nd

!$$e #nd $%n!er .er$e.t"%n #*%!t the *r#nd' hen e t#,4 #*%!t

R#+%nd "t " ".%rt#nt t% ent"%n %ther *r#nd #,% h"$h the


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re.%rt $%n"der $%n!er .er$e.t"%n #nd 4n%,ede #*%!t #,, thee

*r#nd #nd *#ed %n the "n&%r#t"%n $%,,eted/ "t tr"e t% dr# # $%n$,!"%n

re#rd"n the h%,e ree#r$h' A,% I h#>e tr"ed t% ">e + "nter.ret#t"%n #nd

!ndert#nd"n %& the h%,e re.%rt #nd ree#r$h


68/74

RESEARCH METHO-OLOGY

TYPE O$ RESEARCH6 De$r".t">e Ree#r$h

B,end %& De$r".t">e eth%d h# *een !ed "n th" ree#r$h &%r the $%,,e$t"%n %&

d#t#' A the ree#r$h " re,#ted t% the t!d+ %& $%n!er #t"$t"%n/ h"$h $#n

%re e&&e$t">e,+ *e t!d"ed thr%!h d"re$t !et"%n/ .er%n#, "nter>"e #nd "n&%r#,

t#,4- e=.er"ent#, ree#r$h ",, n%t !$h e&&e$t">e' A,%/ $%n"der"n the t"e

$%ntr#"nt/ de$r".t">e ree#r$h ,e#d"n t% $%n$,!">e re!,t " the %t !"t#*,e

de"n &%r th" ree#r$h # "t " re,#ted t% h+ #n+th"n h#..en"n' It $he$4 the

*eh#>"%r &e#t!re %& # $!t%er'

-ATA COLLECTION METHO-6

PRIMARY -ATA6;!et"%nn#"re Meth%d

The d#t# h# *een $%,,e$ted thr%!h !et"%nn#"re eth%d' The !et"%nn#"re #

de"ned "n !$h # #+ t% $%>er # #n+ #.e$t %& $%n!er *eh#>"%r #

.%"*,e' M#n+ !et"%n h#>e *een #4ed "n "t &%r &eed*#$4 &r% $!t%er' In "t

*%th %.ened ended !et"%n #nd $,%e ended !et"%n h#>e *een #4ed &%r

t!d+'

Seco!d"r/ -"t"


69/74

Under th" d#t# " t#4en &r% the "nternet' A,, the d#t# re,#ted t% "t .r%&",e/ ""%n

#nd $#."t#, tr!$t!re " t#4en' en d#t# re,#ted t% th" t!d+ " #,% "t

#n#eent/ ""%n #nd #n+ %ther th"n'

SAMPLE -ESIGN6 R#nd% (#.,"n

SAMPLE SI:E6 100

SAMPLE UNIT6 Ind">"d!#,

GEOGRAPHICAL LOCATION6 *ANGALORE

STATISTICAL TECHNI=UES USE-6 Per$ent#e

An#,+"

55


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;U


71/74

;3 R#te thee *r#nd "n ter %& !#,"t+ >#r"et+ #nd #&&%rd#*","t+ %n the

$#,e %&

1-10'

+ R#+%nd

+ ("+#r#

+ D"#

+ @"#,

+ D"neh

+ Re"d t#+,%r

+ M#+!r

;) h#t #4e +%! *!+ # R#+%nd .r%d!$tb

+ ;!#,"t+

+ Tr!t

+ "$e#*"en$e

;5 H% # +%!r e=.er"en$e %& *!+"n # R#+%nd *r#ndb

+ er#e


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Documents

Customers Receptiveness for the Brand