Project Packaged Atta

8/13/2019 Project Packaged Atta

1/33


2/33

OBJECTIVE:

4ndi h! ly! been n tt&ctive '&)et bec!e o" it! !ie7 !eve&l "cto&! hve

"elled the ig gn! enth!i!' to ente& the "ood ind!t&y no.

The develo'ent! on the "o&eign di&ect inve!t'ent "&ont lloing co'nie! to on

1// e& cent in the "ood &oce!!ing !ecto&8 the &e'ovl o" the dividend blncing

no&'!8 the &e!e&vtion o" !elect !eg'ent! in the "ood &oce!!ing !ecto&8 h! 'de

&e!ence in the 4ndin '&)et "e!ible &oo!ition.

The b!ic objective o" thi! &oject i! to hve n in!ight o" the &nded Att 4nd!t&y

nd to !ee ht d&ive! the big gn! in !ch n ind!t&y hich h! gone nted !ince

ye&!. An tte't i! 'de to nde&!tnd the con!'e& &e"e&ence in !ch &odct

nd ht co'nie! cn do to get the de!i&ble '&)et !h&e bec!e the )ey he&e i!

vol'e.

2


3/33

METHODOLOGY:

Methoo!o"#:

The !&vey ! condcted in M'bi nd the &e!ondent! e&e !elected

c&e"lly !o tht the dive&!e clt&e o" the ton old hel ! to !tdy the

con!'tion o" tt by di""e&ent &eligion in di""e&ent "o&'!.

S$%&!'(":

Jdg'ent 0'ling ! !elected "o& the &o!e o" !'ling.

S$%&!e )'*e

#e to ti'e con!t&int the !'le !ie ! &e!t&icted to 15/ &e!ondent! bt

dive&!e !'le ! t&geted.

Metho o+ Co!!e,t'o(:

The &oject de'nded n e9ten!ive "i&!t hnd dt collection !o &i'&y dt

! 'jo& !o&ce o" in"o&'tion bt even !econd&y dt th&ogh &elible !o&ce!

lyed n i'o&tnt &t in the co'letion o" the &oject

Too!) +o- S-/e#:

A !t&ct&ed :e!tionni&e ! d'ini!te&ed to collect dt !o tht it old

hel in getting the be!t int! in the &oject nd "o&'lte n !t&tegy b!ed on the

dtb!e.

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4/33

ANALYSIS O0 DATA:

0EEL O0 THE INDUSTRY:

;hile 4ndi h! ly! been n tt&ctive '&)et bec!e o" it! !ie8 !eve&l "cto&!

hve "elled the MNC

+/8/// c&o&e!. Thi! e!ti'te 'y be "& o"" the '&)8 bt the&e i! no di!ting the

4ndin '&)et=! v!tne!! "o& '!!>con!'tion ite'! !ch ! het &odct!.

Con!ide&ing the ind!t&y=! !ie nd lo b&nd enet&tion8 inte&ntionl gint! hve !et

thei& !ight! on the n!cent 4ndin '&)et "o& b&nded het &odct! >> bi!cit!8

b&ed!8 c)ged tt nd innovtion! !ch ! chtti!.

Ob!tcle! !till e9i!t

,oeve&8 to en!&e "ll>"ledged &e!ence8 co'nie! !till hve to ove&co'e hge

ob!tcle!. One8 i'o&t! &e nvible in the long>&n. 4ndin "ood &odct! &e one o"the chee!t in the o&ld nd co'eting ith the' b!ed on !t&tegy o" i'o&t! i!

n nvible &oo!ition. The co!t o" lbo& i! ve&y lo nd even ith g&dl

decline in c!to'! dtie!7 i'o&t! o" even the high>&iced v&ietie! &e li)ely to

&e'in ot o" the '&)et=! &ech.

The&e &e con!t&int! on hving 'n"ct&ing &e!ence ! ell. ;ith cont&ol !till

on & 'te&il!8 !ch ! het nd !g&8 nd high i'o&t t&i"" &egi'e8 it oldnot be e!y "o& 'n"ct&ing co'nie! to cont&ol co!t!. oth the!e "cto&! e& to

give ent&enched lye&! n dvntge.

%


5/33

A! "o& c)ged tt8 the ide o" ying &ice "o& hygiene h! !till to !in) in the

&bn nd &&l '&)et!.

4t! not cell hone! o& ?ig& tht !&&i!e 0)hvi& 0ingh o" Roht) hen he hold!

"o&th on the ne o&ld. @;ho eve& thoght e old hve n'e! "o& o& atta8@ he

!y!. 0ingh i! c!l itne!! to !ilent b&i!ing b&nd bttle "o& the 'o!t t&ditionl

o" 4ndin t!te!8 the "lo&. 0'e i! the c!e ith ll o" ! ho old hve eve&

thoght tht e old one dy !t&t con!'ing b&nded tt nd n n)non ind!t&y

old tt&ct the biggie! nd llo ll o" the' to !h&e bite o" the ie.

The de'nd e9lo!ion in 4ndi i! &edicted on the !!'tion tht the c!to'e&

'ind!et h! to chnge. Thi! ill hen only hen the &ice i! &ight. 4n the l!t "e

ye&!8 c!to'e&! o&ldide hve "vo&ed vle>"o&>'oney otion!8 &e!lting in

noticeble decline in the &e'i' co''nded by b&nd!. The 4ndin con!'e& h!

ly! been &ice>con!cio!. Agin!t thi! bc)d&o8 &icing i! the )ey i!!e to be

&e!olved by the!e co'nie!. Thi! 'en! co'nie! hve to inve!t'ent !b!tntilly

to b!o&b the lo!!e! initilly. And the e9tent o" the!e inve!t'ent!8 by both e!tbli!hed

nd ne ent&nt!8 i! li)ely to !he the "t&e o" the 4ndin het &odct! b!ine!!.

The do'e!tic b&nded tt '&)et8 e!ti'ted t 358///>%/8/// tonne! e& 'onth8 i!

c&&ently g&oing by &ond 25 e& cent nnlly. The c)ged nd b&nded !eg'ent

i! l&gely do'inted by 'ltintionl!8 lthogh the&e &e l!o "e big do'e!tic

b&nd! !ch ! 0h)tibhog8 l il nd Ro!e.

;het con!titte &edo'innt &t o" !tle "ood in 4ndi. ,i!to&iclly8 the&e hd

been no b&nding o" the!e ce&el!. A "e lye&! hve !t&ted c)ging nd b&nding

het "lo& nd !lt in the l!t "e ye&!. Althogh the &eltive !h&e o" b&nded v!.

nb&nded !le! i! c&&ently 'in!cle8 the !hee& !ie o" the '&)et o""e&! t&e'endo!

oo&tnity "o& g&oth.

5


6/33

PRIMARY DATA ANALYSIS:

The &i'&y dt collection i! one o" the 'jo& !o&ce o" in"o&'tion in !ch n

ind!t&y bec!e o" dive&!e clt&e o" &e!ondent!. The dt collected th&ogh

!t&ct&ed :e!tionni&e &e"lect! v&io! "ct! &eg&ding con!'e& behvio& in &eltion

to b&nded tt.

MARKET BREAKUP:

Ot o" the totl !'le o" 15/ &e!ondent! "&o' v&io! loction! ll ove& the city nd

belonging to di""e&ent co''nitie! +/B o" &e!ondent !ed chc)i tt8 5B !ed

ho'e "loo& 'ill nd &e'ining 15B !ed c)ged tt.

15%

5%

80%

Packaged Atta Home Floor Mill Chaki Atta

6


7/33

BRAND PRE0ERENCE:

The dt &e"lect! tht 'ong the &e!ondent! !ing c)ged tt Ann&n led the

&ce ith Pill!b&y ith e:l &e"e&ence o" 35B ech he&e! A!hi&d 8 0h)ti

bhog8 Nt&e "&e!h nd !o'e othe&! li)e Ro!hn Att "inding thei& niche!.

Brand Preference

Annapurna

Pillsbury

Aashirad

Captain cook

others

A glnce cole o" ye&! go nd it cle&ly !hoed tht Pill!b&y ! n do'innt

lye& bt the dvntge o" co'ing "&o' the No 1 "'ily o" -MC h! led the

Ann&n to do lot o" ctching. #e to it! !hee& !t&ength o" nde&!tnding the

'&)et nd l&edy e!tbli!hed di!t&ibtion neto&) h! given Pill!b&y nd Ctin

coo) &n "o& it! 'oney. 0'e th&et no e9i!t to othe&! bec!e A!hi&d &eltive ne lye& co'e! ith !t&ong bc)ing o" 4TC.

$


8/33

Co()%&t'o( &$tte-( o+ $tt$:

Thogh tt cn be con!'ed in ny y the&e"o&e the :e!tionni&e ! de!igned to

!tdy the ove&ll ve&ge con!'tion o" tt nd the ve&ge !tood t l'o!t 3 D )g

e& e&!on e& 'onth.

The 'in con!'tion o" tt ! d&ing the lnch ho&! nd 6/B o" the &e!ondent!

con!'ed tt d&ing lnch8 25B occ!ionlly con!'ed tt d&ing lnch ho&!

&e'ining 15B neve& con!'ed tt d&ing lnch.

Consumption during lunch

!0%"5%

15%

Fre#uently

$ccasionaly

e&er

6/B o" the &e!ondent! con!'ed tt "&e:ently d&ing dinne&! l!o &e"lecting the

enet&tion o" the &odct in the 4ndin '&)et nd l!o &oving the "ct hy ll the

biggie! &e eyeing thi! ind!t&y.

The con!'tion o" tt d&ing b&e)"!t !tood no'inl ith only 35B o" &e!ondent!

con!'ing "&e:ently8 15B occ!ionlly nd 5/B neve& con!'ing tt in b&e)"!t.

+


9/33

REASONS 0OR USING CHACKI ATTA:

Thi! "inding i! cl!!i"iction o" di""e&ent &e!on! given by &e!ondent! "o& !ing

chc)i tt hich i! 'jo& th&et to nyone eyeing the b&nded tt !eg'ent. The

!&vey &e"lect! the 'jo& e&cetion o" &e!ondent &eg&ding chc)i tt nd ht i! it

tht i! &e!t&icting b&nded tt "&o' enet&ting the '&)et.

SR.NO. REASONS PERCEPTION ABOUT

CHACKI ATTA

1 *A4TF ?ERF OO#

2 PR4CE ECONOM4CA

3 TA0TE OO#

% -RE0,NE00 EGTREMEF OO#

5 ROA44TF OO#

6 CON?EN4ENCE OO#

A! the tble &e"lect! chc)i tt c&&ie! ve&y !t&ong e&cetion &eg&ding :lity

bec!e he&e the con!'e& goe! th&ogh !ychologicl &oce!! he&ein he hi'!el"

!elect! the het nd i! 'entlly !ti!"ied bec!e thi! h! been in hi! t&dition.

The othe& 'jo& &e!on he&e i! the &ice. The con!'e& in the hole chc)i !y!te'

h! tho&ogh cont&ol ove& &ice bec!e deending on hi! "inncil o!ition he !elect!

the het nd !o cont&ol! the hole &oce!! he&e! thi! libe&ty i! not vilble to

hi' in b&nded tt.

The othe& &e!on &e the "&e!hne!! nd the t!te. 4n the chc)i !y!te' the hole

cont&ol he&e i! in the hnd o" the con!'e& bec!e he h! libe&ty o" going to the

chc)i heneve& he nt! nd th! cont&ol! the "&e!hne!! nd the t!te o" the tt bt

the gene&l e&cetion bot the c)ged tt i! tht it i! long &oce!! o"

'n"ct&ing nd di!t&ibtion nd !o the "&e!hne!! o" the tt 'y be t &i!).

Convenience nd &oll bility &e 'ong the othe& &e!on! given by &e!ondent! in

!o&t o" thei& !ing chc)i tt.

,ence the dt &evel! tht it i! ve&y di""iclt to chnge the 'ind!et o" the c!to'e&!

&eg&ding chc)i tt.

REASONS 0OR USING PACKAGED ATTA:

The "inding! i! cl!!i"iction o" the di""e&ent &e!on! given by con!'e&! "o& !ingPc)ged tt nd thei& !o&t "o& di""e&ent :litie!. The dt &e"lect! the v&io!

e&cetion! tht the c)ged tt !e&! c&&y.

(


10/33


PACKAGED ATTA

1 *A4TF -A4R

2 PR4CE ,4,

3 TA0TE -A4R

% -RE0,NE00 -A4R 5 ROA44TF -A4R

6 CON?EN4ENCE OO#

A! the dt &evel! tht the c)ged tt !e! 'in &e!on "o& !ing it i! the

convenience &t. A! the cont&y get! 'o&e nd 'o&e 'ode&nied the enet&tion o"

o'en e'loy'ent in the cont&y i! on the highe& !ide nd thi! i! the &e!on he&e

ll ti'e !ving &odct! ill get the edge nd !o ill b&nded tt.

The gene&l e&cetion o" c)ged tt i! tht it i! not o" good :lity bec!e the

con!'e& doe! not get n choice to !elect the het hich he i! ddicted to do !ince

decde!.

The &ice i! l!o e&ceived to be on the highe& !ide nd !o it i! not n 'jo& incentive

to tt&ct con!'e&!.

The "&e!hne!! nd t!te i! l!o 'tte& o" conce&n bec!e the con!'e& doe! not

)no bot the cycle o" 'n"ct&ing nd di!t&ibtion

REASONS 0OR USING HOME 0LOOR MILL ATTA:

The enet&tion o" ho'e "loo& 'ill i! negligible bec!e o" high co!t involve'ent o"

ho'e "loo& 'chine! bt the con!'e&! e&!i!ting on :lity nd ho cn ""o&d !ch

n inve!t'ent &e ve&y di""iclt to be !itched.

The tble !ho! v&io! dvntge! tht con!'e& e&ceive! in ho'e "lo& 'ill tt.


HOME 0LOUR MILL

ATTA

1/


11/33

1 *A4TF ,4, *A4TF

2 PR4CE ECONOM4CA

3 TA0TE OO#

% -RE0,NE00 OO#

5 ROA44TF OO#

6 CON?EN4ENCE O;

A! the tble !ho! tht e9cet the convenience &t o" it in ech nd eve&y !ect the

ho'e "lo& 'ill get! n edge ove& c)ged nd chc)i tt.

The ho'e "lo& 'ill tt con!'e&! &e ve&y di""iclt to get !itched bec!e o" the

inve!t'ent nd e&cetion! o" thei& !e&!.

lity i! the 'in &e!on "o& the !e&! o" ho'e "lo& 'ill bec!e the hole &oce!!o" the tt 'n"ct&ing i! in thei& on &e!ence nd the :e!tion o" dlte&tion nd

'l&ctice! doe! not &i!e.

A"te& hving loo) t the v&io! &e!on! hich indce the con!'e&! to choo!e

'ong the 3 lte&ntive! i.e. chc)i tt8 c)ged tt8 nd ho'e "lo& 'ill tt let!

hve loo) t v&io! othe& "ct! tht e&e &e"lected th&ogh :e!tionni&e.

De,')'o( %$1e-:

A! the dt &e"lected it i! the ho!ei"e in "'ily ho decide! beteen the

lte&ntive! o" the tt i.e. chc)i tt8 c)ged tt8 nd ho'e "lo& 'ill tt.

+5B o" ti'e! it i! the ho!ei"e ho decide! beteen the v&io! lte&ntive! o" tt.

Decision maker

85%

15%

Housei'e

$thers

11


12/33

ANALYSIS O0 PACKAGED ATTA USERS:

Pc)ged tt !e&! ! l&edy di!c!!ed e&lie& &e the con!'e&! ho hve !hi"ted

"&o' chc)i tt. The&e &e &&ely ny c!e! he&ein one ill "ind !hi"t o" con!'e&

"&o' ho'e "lo& 'ill! to c)ged tt.

Re!on! o" !hi"ting "&o' chc)i tt to c)ged tt

Reasons for shifting

(0%

(%

10%

1)%

con&inience #uality brand loyalty cost

A! the g&h &e&e!ent! the 'jo& &e!on! "o& !hi"ting "&o' chc)i tt to c)ged

tt i! convenience. A ho!e he&e l'o!t both h!bnd nd i"e &e e&ne&! the&e i!

ve&y le!! ti'e "o& ctivitie! li)e !electing :lity o" het8 going to the chc)i nd

getting it g&illed even the&e i! the &oble' o" !to&ge o" het. Thi! &e !o'e o" the

'jo& c!e o" inconvenience hich led! to !hi"t o" con!'e& "&o' chc)i tt to

b&nded tt.

12


13/33

lity o" b&nded tt i! e&ceived not ! good ! chc)i tt bec!e !till the b&nd!

&e not ble to co''nicte t&!t to the !e& nd ntil nd nle!! thi! t&!t i! chieved

it old be ve&y di""iclt "o& nyone to enet&te thi! '&)et.

0o'e othe& "ct! c'e ot tht the 'e&e !itching i! ot o" the b&nd loylty held in

!o'e othe& &odct! . "o& e.g. the , b&nd Ann&n i! doing ell bec!e o" the

"'ily it co'e! "&o'. 0'e i! the c!e ith Ctin Coo) ho!e b&nd loylty i!

"&o' the !lt it 'n"ct&e! nd the t&!t it i! ble to bild in othe& b&nd!.

Al'o!t 1/B o" the &e!ondent! "elt tht the co!t o" b&nded tt ! econo'icl nd

hence they e&e indced to !itch "&o' chc)i tt to b&nded tt. The othe& &e!on

he&e i! tht the co!t o" b&nded tt &e'ined !tble th&oghot the ye& he&e! the

co!t o" the het deended on !e!on nd the&e"o&e ! highly "le9ible.

A! l&edy Ann&n nd Pill!b&y &e'ined '&)et lede& ith 'jo& &e!ondent!!ing the'. The "olloing g&h &e&e!ent! !ge o" v&io! b&nd!.

Brand Preference

Annapurna

Pillsbury

Aashirad

Captain cook

others

13


14/33

To& o+ %'( -e,$!!.

Top of mind recall

Annapurna

Pillsbury

Aashirad

Captain cook

others

A! the g&h &e&e!ent! the to o" the 'ind &ecll "o& v&io! b&nd! Ann&n8

Pill!b&y8 Ctin coo) l'o!t !h&e e:l &ecll in the 'ind! o" the &e!ondent!.

;he&e! A!hi&d i! doing lot o" ctching by dve&ti!ing lot in T?

co''e&cil! nd l!o v&io! &dio chnnel!.

B-$( S2't,h'(":

A "ct hich old 'otivte ny co'ny to get into the )itchen! o" the con!'e&!

! "!t ! it cold. &nd !itching i! ve&y lo inc!e o" c)ged tt !e&. Al'o!t

$/B did not !itch o& even hve t!ted othe& b&nd nd they &e'ined loyl to

l&edy !ing b&nd. The &e!t 3/B did !itch thei& b&nd inc!e o" nvilbility o"

thei& de'nded b&nd.

A/$(t$"e o/e- ,h$,1':

1%


15/33

The only dvntge tht the b&nded tt c&&ied ove& chc)i tt ! tht it h! ve&y

high convenience "cto& nd i! ti'e !ving &odct.

Ch$("e) e%$(e '( 3-$(.

The chnge! de'nded by con!'e&! in thei& e9i!ting b&nded tt i! they nted the

co!t to be &edced nd they nted the tt to &e'in "&e!h "o& 'o&e longe& ti'e.

I%&o-t$(t o+ &$,1$"'(":

O"" lte c)ging h! 'de it! y to ')e it 5 P

did indce thei& bying deci!ion. The 'in &e!on "o& lying i'o&tnce to c)ging

i! bec!e it i! dily !e &odct nd no one old li)e to &i!) thei& "'ily helth

de to negligence in c)ging.

ANALYSIS O0 CHACKI ATTA USERS:

The chc)i tt !e&! ')e the chn) o" the oltion. They !hold be the t&get

o" the c)ged tt ind!t&y nd !o it i! nece!!&y to nde&!tnd! thei& hbit! nd

e&cetion nd de!ign the hole 'n"ct&ing8 '&)eting nd othe& ctivitie! to !it

the' the be!t. The nly!i! o" dt o" the chc)i tt !e&! i! done belo.

Price of wheat.

15


16/33

0%

10%

"0%

)0%

*0%

50%

10++1) 1)++15 15++18 18++""

Rs per kg

percentage

A! the bove g&h indicte! tht the gene&l &ice t hich het i! b&oght i!

beteen 15>1+ nd they !hold be the 'in t&get o" the co'nie! bec!e it i!

beteen thi! &ice &nge tht the c)ged tt "ll!. The othe& &ice &nge hich l!o

h! 'jo& !e&! &e the 13>15 ctego&y he&e! the ctego&y o" 1/>13 1+>22 h!

'&ginl !e&!.

A2$-e(e)) o+ &$,1$"e $tt$:

The &ene!! o" c)ged tt doe! e9i!t 'ong the chc)i tt !e&!. Althogh the

&ene!! i! 'ini'l bt the con!'e&! do )no tht the&e e9i!t b&nded tt

!eg'ent nd the 'jo& &ecll i! o" Ctin coo)8 Pill!b&y Ann&n b&nd. Ove&

the ye&! de to dve&ti!ing the!e b&nd! hve 'de '&) in the c)ged tt

ind!t&y.

Advntge! o" Chc)i tt ove& b&nded tt.

16


17/33

Advantages over chacki atta

con&inience

#uality

hygenic

cost

A! the bove dig&' &e"lect! chc)i tt doe! !co&e ve&y high bove b&nded tt in

v&io! !ect!8 bt 'ong the v&io! !ect! :lity i! the "cto& he&e chc)i tt

i! ve&y 'ch hed in the 'ind! o" the con!'e&. The othe& 'jo& "cto&

hygienic nd the co!t "cto&! he&e con!'e& "eel tht they !tnd t n dvntge ove&

c)ged tt.

The othe& "ct tht &e"lected in the dt ! tht hen !)ed i" given co!t o& :lity

dvntge old yo 'ind !itching "&o' chc)i tt to b&nded tt.

The "olloing e&e the &e!lt!.

cost advantage shift

yes

no

1$


18/33

Only %/B g&eed to !itch "&o' chc)i tt to c)ged tt i" given co!t dvntge

he&e! 6/B old !till !tic) to chc)i tt &ovided they get the !'e :lity hich

they &e !ing t &e!ent. Anothe& "inding tht &eveled in the dt ! tht ot o" %/B

o" &e!ondent! ho decide to !itch to b&nded tt "&o' chc)i tt l'o!t $5B e&e

"&o' the &e!ondent! ho !ed R!13>15 e& )g het he&e! the othe& ctego&y

old not li)e to !itch i" given co!t dvntge.

quality advantage shift

yes

no

A! "& ! the :lity dvntge !hi"t i! conce&ned 65B o" the &e!ondent! old not

'ind !itching "&o' chc)i tt to c)ged to b&nded tt i" given good :lity.

ANALYSIS O0 HOME 0LOUR MILL USERS.

At thi! !tge the ho'e "lo& 'ill !e&! &e ve&y no'inl. Thi! &e !o'e o" the ve&y

:lity con!cio! !e&! ho &e"e& !eeing i! believing nd !o cont&ol the hole

&oce!! t ho'e.

1+


19/33

Reason for usage of home flour mill

atta

con&enience

#uality

costmalpractices

A! the bove g&h indicte! the 'in &e!on "o& !ing ho'e "lo& 'ill tt i! :lity8

bc)ed by 'l&ctice!. Ml&ctice! i! one o" the 'in &e!on bec!e the chc)i

'ill eole &e t do !ch thing!. Al'o!t )g o& $5/g'! &e lo!t hen e give

1/)g het to g&ind. To void !ch 'l&ctice! !o'e con!'e& !itch to ho'e "lo&'ill.

The negtive !ide! o" ho'e "lo& 'ill &e the high co!t nd inconvenience. A citl

inve!t'ent o" l'o!t +/// to 1////R! i! &e:i&ed hen one decide! to by ho'e

"lo& 'ill. Al!o the&e i! lot o" inconvenience ttched to ho'e "lo& 'ill li)e

'intennce8 elect&icity co!t8 noi!e olltion etc hich &e!t&ict! '!! !itch ove& to

ho'e "lo& 'ill.

The ho'e "lo& 'ill tt !e&! &e ve&y !ti!"ied ith the e&"o&'nce o" thei& "lo&

'ill nd t no oint lnning to !itch to c)ged tt even i" given high :lity o&

loe& co!t dvntge. The !ti!"ction level o" ho'e "lo& 'ill i! ve&y high bec!e o"

!e&vice level &ovided by thi! 'ill co'nie! li)e 5!t& nd Nvdee.

CONCLUSIONS

The ne9t logicl !te "te& hving !een the "inding! i! to nly!e the "inding! to led !

to !o'e conc&ete !te! to be t)en to bild the b&nd8 bt even be"o&e tht8 j!t by

loo)ing t the "inding!8 !o'e concl!ion! cn cle&ly be 'de.

1(


20/33

1. The '&)et i! hevily loded in the "vo& o" Hchc)i tt


21/33

!o'e dditionl "et&e!. ;hen one i! lnching ne b&nd in ny &odct ctego&y8

the 'jo& e'h!i! i! on en!&ing tht the nely lnched b&nd enjoy! !o'e 'ont

o" Hb&nd e:itytht dd! to Io& !bt&ct! "o&' the vle &ovided by &odct o& !e&vice to "i&'

nd K o& tht "i&'

1.&nd &ene!!

2.&nd loylty

3.Pe&ceived :lity

%.&nd !!ocition!

Th!8 the 'nge'ent o" b&nd e:ity involve! inve!t'ent to c&ete nd enhnce

the!e !!et!. 4n o&de& to 'nge b&nd e:ity e""ectively nd to ')e in"o&'ed

deci!ion! bot b&nd bilding ctivitie!8 it i! i'o&tnt to be !en!itive to y! in

hich !t&ong b&nd! c&ete vle.

t hen e con!ide& the "o& b&nd e:ity !!et!8 to "ct co'e to the "o&eL

&nd &ene!! ill co'e ith ti'e nd ill in"ct be &tly &e!lt o" !cce!!"l

endevo&! in the &e:i!ite !!et!. A&t "&o' tht b&nd &ene!! ill hve to be

e!tbli!hed ith con!tnt dve&ti!ing. 4n ny c!e tht i! !o'ething hich t)e!

!econd&y &io&ity ! o" no. Neve&thele!! !o'e ction! ill hve to be t)en d&ing

21


22/33

Ind even be"o&e the &odct lnch to c&ete b&nd &ene!!8 bt the!e ill not be

&e!lt o" ny nly!i!. Rthe& the!e ill be 'o&e o" co''on !te! to be t)en nd

!o'e o" the' &e !gge!ted in the chte& titled H!gge!tion!

lte&ntive!. Pe&ceived :lity i!8 "i&!t8 e&cetion by c!to'e&!. 4t th! di""e&! "&o'

!eve&l &elted concet!8 !ch !L

Actl o& objective :lity

P&odct b!ed :lity

Mn"ct&ing :lity

Pe-,e'/e 4$!'t# &-o/'e) /$!e '( )e/e-$! 2$#) the# $-e:

Re!on to by

#i""e&entiteo!ition

P&ice &e'i'

Chnnel 'e'be& inte&e!t

&nd e9ten!ion!

Even hen e con!ide& the c!e o" o& tt8 ech o" the vle! ill be &ovided to the

tt by the e&cetion o" :lity. And hence it beco'e! i'o&tnt "o& ! to !ee y! in

hich e cn bild thi! e&cetion o" :lity.

22


23/33

Achieving e&cetion! o" :lity i! !lly i'o!!ible nle!! the :lity cli' h!

!b!tnce. ene&ting high :lity &e:i&e! n nde&!tnding o" ht :lity 'en! to

c!to'e& !eg'ent!. No thi! he&e o& "inding! ill co'e in hndy. t be"o&e

delling into tht it i! nece!!&y to con!ide& ht in"lence! :lity. ;hy do !o'e

c!to'e&! believe tht the :lity i! high o& lo ;ht tt&ibte! do c!to'e&! !e to

')e ove&ll :lity jdg'ent! Th! e need to !tdy the di'en!ion! tht nde&lie

e&ceived :lity jdge'ent.

,&v&d

hygienic &t o" chc)i tt. Al!o thi! bit o" good &oti! i! not the &e!on "o& c)ged

tt !e&!. Th! e ill hve to give the' good !o"t tt hich ')e! good &oti!. The

"ct tht !ch tt ill hve to be chc)i 'de tt i! nothe& inte&e!ting "ct.

Con"o&'nce ith !eci"iction! nd &elibilityL in o& c!e the!e 'en tht o& tt

ill hve to con!i!tently &ove to be ! good ! chc)i tt.

23


24/33

0e&vicebilityL 4n o& c!e thi! old t be!t t&n!"o&' ! vilbility i.e. !t&ong

di!t&ibtion.

-it -ini!hL -o& thi! e need to loo) t the chnge! tht the c)ged tt !e&!

de!i&ed.

Anothe& v&ible tht cn be n i'o&tnt :lity ce i! &ice. A high &iced ite' i!

l'o!t ly! !!ocited ith good :lity. 0o thi! b&ing! ! to the i'o&tnt toic o"

P&icing. Thogh high &ice cn t&n!lte into good :lity e need to )ee in 'ind

the "olloing "ct!L

4t i! n enti&ely ne b&nd

4t co'e! "&o' co'ny hich i! &eltively n)non

And "inlly i'o&tntly8 'o!t o" the c)ged tt !e&! !ti!"ied chc)i

tt !e&! nt &edction in &ice.

At the !'e ti'e le!!e& &ice thn co'etito&! old t&n!lte ! Hche :lity

b&nd identity.

&nd identity i! ni:e !et o" b&nd !!ocition! tht b&nd !t&tegi!t !i&e! to

c&ete o& 'intin. The!e !!ocition! &e&e!ent ht the b&nd !tnd! "o& i'ly

&o'i!e to c!to'e&! "&o' the o&gnition 'e'be&!.

2%


25/33

Acco&ding to the &nd identity lnning 'odel 8 the &eli'in&y lnning !tge in

b&nd identity lnning i! 0t&tegic &nd Anly!i! hich con!i!t! o" C!to'e&

nly!i!8 Co'etito& nly!i! 0el"> nly!i!. And hence the P&eli'in&y !tge in o&

&oject ! con!'e& !&vey to nde&t)e c!to'e& nly!i!.

A"te& thi! e co'e to the &nd 4dentity !y!te'. To hel en!&e tht the b&nd identity

h! te9t&e deth8 "i&' !hold con!ide& it! b&nd !L

1. A &odct

2. An o&gnition

3. A e&!on

%. A !y'bol

The e&!ective! &e ve&y di""e&ent. No eve&y b&nd identity need! to e'loy ll o&

even !eve&l o" the!e e&!ective!.

The b&nd o&gnition e&!ective "oc!e! on tt&ibte! o" the o&gnition &the&

thn tho!e o" the &odct o& !e&vice. 0ch o&gnitionl tt&ibte! ! innovtion8

d&ive "o& :lity nd conce&n "o& the envi&on'ent &e c&eted by the eole8 clt&e8

vle!8 &og&'! o" the co'ny.

The b&nd ! e&!on e&!ective !gge!t! b&nd tht i! &iche& 'o&e inte&e!ting

thn one b!ed on &odct tt&ibte!. t he&e gin the ide o" "inding e&!on to be

!!ocited "o& b&nd tht i! yet n)non i! not cceted. ;e !hold &e'e'be& tht

e &e in &oce!! o" bilding b&nd ! !ch the b&nd ! e&!on ! ell ! the

b&nd ! !y'bol !!ocition &e not the &ight &och.

Th! it !ee'! to be o&thhile to go "o& the e&!ective o" the b&nd ! &odct. The

&odct !coe di'en!ion !y! tht the co&e ele'ent o" b&nd! identity i! !lly it!

&odct th&!t8 hich ill ""ect the tye o" !!ocition! tht &e de!i&ble "e!ible.

;ith ht &odct o& &odct! i! the b&nd !!ocited t he&ein lie! the di""iclty in

o& c!e. 0ince it i! ne b&nd thi! di'en!ion cnnot be !ed.

25


26/33

The :lity ele'ent i! one &odct &elted tt&ibte i'o&tnt enogh to be con!ide&ed

!e&tely. t the &oble' gin i! tht the&e h! not been ny indce'ent to t&il

e &e !till t&ying to bild the Pe&ceived lity !!et.

0i'il&ly !!ocition ith !e8 !e&! Cont&y o" o&igin &e di'en!ion! hich &e

i&&elevnt in o& c!e.

Thi! b&ing! ! to the &odct tt&ibte! di'en!ion. Att&ibte! di&ectly &elted to the

&ch!e o& !e o" the &odct cn &ovide "nctionl bene"it! nd !o'eti'e!

e'otionl bene"it! to the c!to'e&! &odct &elted tt&ibte cold c&ete vle

&oo!ition by o""e&ing !o'ething e9t& o& by o""e&ing !o'ething bette&.

Th! e ill hve bild n !!ocition o" the b&nd ith the &odct Htt< "&the&

e ill hve !t&ive to !!ocite o& &odct ith !o'e tt&ibte . Thi! cn be o&

b&nd identity. Thi! b&nd identity ill initilly "o&' the Co&e identity o" o& b&nd !

being helthy ill eventlly led to !o'e e9tended identitie!.

A"te& ll thi! the botto' line i!L The b&nd identity need! to &ovide vle

&oo!ition to the c!to'e&. &nd! vle &oo!ition i! !tte'ent o" the "nctionl 8

e'otionl !el" e9&e!!ive bene"it! delive&ed by the b&nd tht &ovide vle to the

c!to'e&.

;e cn !ee tht the "nctionl bene"it! tht o& &odct ill delive& ill beL &ich

helthy tt8 hich i! o" the &ight colo& hich8 ')e! good !o"t &oti!8 hich !ty!o"t longe&.

The e'otionl bene"it delive&ed ill be o" "eeling !"e ith helthie& tt.

The !el" e9&e!!ive bene"it ill be delive&ed ton the ho!ei"e ho ill e9&e!! he&

conce&n "o& he& "'ily by bying n tt8 hich i! helthy econo'icl.

Th!8 "inlly ith the!e! endevo&! e cn hoe to chieve &nd C!to'e&

&eltion!hi.

26


27/33

;ith n identity in lce vle &oo!ition !eci"ied8 i'le'enttion begin!.

Co''niction objective! need to be e!tbli!hed e9ection lnned

i'le'ented. The lce to !t&t i! ith the b&nd o!ition !tte'ent the co&ne&!tone

o" the co''niction! &og&'. ;hen b&nd o!ition e9i!t!8 the b&nd identity

vle &oo!ition! cn be develoed "lly.

&nd o!ition i! the &t o" the b&nd identity vle &oo!ition tht i! to be

ctively co''nicted to the t&get dience tht de'on!t&te! n dvntge ove&

co'eting b&nd!.

&nd Po!itioning8 ! de!c&ibed by Al Rie! Jc) T&ot8 i! 'ind g'e. They

de!c&ibe o!itioning ! e&cetion in the 'ind! o" the con!'e& bot yo& &odct.

Th! o!itioning i! he&e in the con!'e& 'ind !ce doe! yo& b&nd "ig&e. No

obvio!ly hile b&nd ni:e "vo&ble o!ition in the con!'e&! 'ind !ce.

Th! to do thi! e need to !tdy the con!'e& 'ind !ce ith &e!ect to tht &odct

ctego&y. Thi! i! done th&ogh H Pe&cetl MingAl!o e cnnot i''editely "ight ith the chc)i tt on the :lity o!ition ! the !ithigh Inot 'o&e thn Pill!b&y t le!t. Th! e &elie the "llcy o" thi!

2$


28/33

e&cetl '. 0ince e &e not conte!ting ith the chc)i cl!! "o& !ce

i''editely e !hll o& "oc! to ')ing e&cetl ' "o& the di""e&ent b&nd!.

The 'o!t !t&tegiclly logicl o!ition ill not be o&th i'le'enting i" b&illint

e9ection cnnot be "ond. Th! the on! lie! on the co''niction to c&&y the

de!i&ed o!ition c&o!! to the con!'e&. ;hethe& thi! i! done o& not !hold be "ond

ot &egl&ly thi! i! clled T&c)ing. t ! i! cle& i'le'enttion t&c)ing i!

&ely co''niction do'in i! ot o" the &vie o" thi! &oject.

Th! e hve o&)ed th&ogh the enti&e g't o" ctivitie! needed to bild b&nd

e:ity hve decided on ce&tin "ct!. 0ince it i! yet not co'&ehen!ive e cn only

vent&e to ')e ce&tin !gge!tion! "o& the &nd.

2+


29/33

SUGGESTIONS

-inlly8 "te& hving nlyed the "inding! in !o'e detil8 e &e in o!ition to ')e

"e !gge!tion! ! to the ction! to be t)en to&d! bilding the b&nd

!cce!!"lly lnching the ne &odct b&nd.

-i&!t o" ll in the &evio! chte& e ill hve to t)e ce&tin ction! to c&ete &nd

A&ene!! hich ill con!e:ently led to &nd oylty.

0gge!tion

1. O&gnie ho!eive! )itty &tie! gthe&ing! !) the' to !e t&y the

&odct "o& the &ty. Thi! ill !e&ve the dl &o!e o" t&il "eedbc)

th! cn be done even be"o&e the lnch ! 'ethod o" te!t lnching.

2. ,ve te!t lnch ith v&io! o""ice cnteen! he&e the !hi"t old be "!t

bec!e the )ey tt&ibte to the' i! the co!t nd i" the &e!on!e i! o!itive then

o""e& tie>! he&ein cont&ct cn be !igned hich old be in>in

!ittion "o& both the cnteen ! ell ! the co'ny.

3. C&ete 'o&e &ene!! 'ong the blic bot the :lity o" the b&nded tt

ith the hel o" v&io! tool! o" co''niction.

%. C&ete &ene!! bot the v&io! 'l&ctice! done by chc)i oe&to&! nd

ho dlte&tion i! done by the'.

5. P&ovide !o'e 'o&e vle to the &odct ith giving !o'e "&eebie! nd l!o

!h&ing v&io! &eceie! ith con!'e&.

6. Co''nicte tt ! ti'e !ving &odct bec!e ti'e !ving &odct! &e

cll "o& the dy.

2(


30/33

5UESTIONNAIRE THROUGH 6HICH DATA 6AS COLLECTED

#e& 0i&Md'8

4t i! 'y le!&e to t)e thi! oo&tnity to &ech yo ll th&ogh thi!

:e!tionni&e. 4 hoe ith the yo& e9e&ti!e )noledge thi! &oject old be n

!cce!!.

N'eL

AgeL

OcctionL

No o" Me'be&! in -'ilyL

Monthly Con!'tion o" AttL

C!teL

ReligionL

No O" ti'e Con!'tion o" Att I in ny "o&' in dyL

I1 &e)"!t I2 nch I3 #inne&

"&e:ently

occ!ionlly

neve&

I tic) he&eve& licble

C&&ent *!geL

Pc)ged Att Chc)i Att ,o'e chc)i Att

I+ )'("Packaged Atta&!e$)e $()2e- the +o!!o2'(" 4e)t'o().

I1 ;ho!e deci!ion ! it to go "o& c)ged tt

I2 ;ht e&e yo !ing be"o&e !ing c)ged tt

3/


31/33

I3 Any 'jo& &e!on "o& !itching to c)ged tt

convenience :lity b&nd loylty co!t othe&! le!e !eci"y

QQQQQQQQQQQQQQ

I% ;hich i! yo& c&&ent b&nd

I5 ;hich othe& b&nd &e yo &e o"

I6 ,ve yo eve& !ed ny othe& b&nded tt

Fe! No

I$ ;ht dvntge do yo thin) doe! yo& b&nd give ove& ny othe& b&nd o"

b&nded tt convenience :lity b&nd loylty co!t othe&! le!e !eci"y

QQQQQQQQQQ

I+ ;ht dvntge do yo thin) doe! yo& b&nd give ove& ch)i tt

convenience :lity b&nd loylty co!t othe&! le!e !eci"y

QQQQQQQQQQ

I( 4" !)ed ! n e9e&t ht othe& chnge! old yo !gge!t to yo& c&&ent

b&nd

I1/ 4" othe& b&nd! i'le'ent the bove chnge! old yo !itch yo& b&nd

I11 #o yo give i'o&tnce to the c)ge de!igning o" b&nded tt

Fe! No

I+ )'(" Chaki Atta&!e$)e $()2e- the +o!!o2'(" 4e)t'o()

I1 At ht &ice do yo by het

1/>13 13>15 15>1+ 1+>22 22

I2 A&e yo &e o" b&nded tt

Fe! No

I3 ;hich b&nd &e yo ble to &ecollect i" yo &e &e o" b&nded tt

I% Acco&ding to yo ht dvntge doe! ch)i tt hve bove b&nded tt

convenience :lity hygienic co!t othe&! le!e !eci"y

31


32/33

QQQQQQQQQQ

I5 4" given Cost Advantageold yo !itch "&o' ch)i tt to b&nded tt

Fe! No

I6 4" given Quality Advantageold yo !itch "&o' ch)i tt to b&nded tt

Fe! No

I+ )'("Personal floor mill&!e$)e $()2e- the +o!!o2'(" 4e)t'o().

I1 ;hy did yo go "o& Pe&!onl "loo& 'ill

convenience :lity hygienic co!t 'l&ctice! othe&! le!e

!eci"yQQQQQQQQQQ

I2 A&e yo &e o" b&nded tt Fe! No

I3 ;hich b&nd &e yo ble to &ecollect i" yo &e &e o" b&nded tt

I% 4" given Cost Advantageold yo !itch "&o' Pe&!onl "loo& 'ill tt to

b&nded tt

Fe! No

I5 4" given Quality Advantageold yo !itch "&o' Pe&!onl "loo& 'ill tt to

b&nded tt

Fe! No

I$ A&e yo !ti!"ied ith e&"o&'nce o" yo& e&!onl "loo& 'ill

Fe! No

4 thn) yo "o& !h&ing yo& vlble ti'e nd )noledge tiently.

32


33/33

BIBLIOGRAPHY:

1. PR4NC4PE0 O- MARSET4NL P,44P SOTER

2. PO04T4ON4NL 0*ROTO 0EN *PTA

3. 4N#4A4N-O4NE.COM

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