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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
CHAPTER-01
INTRODUCTION
The Toilet soaps market is estimated at 530000 tpa including small imports.
Hindustan Lever is of course the market leader. The market is littered over with
several leading national and global brands and a large number of small brands
which have limited markets. The Popular and Premium brands include Lifebuoy,
Lux, Cinthol, Liril, Rexona, and Nirma. Toilet soaps, despite their divergent
brands, are not well differentiated by the consumers. It is therefore not clear if it is
the brand loyalty or experimentation lured by high volume media campaign which
sustains them. The consequence is that the market is fragmented. It is obvious that
this must lead to a highly competitive market. Toilet soap, once only an urban
phenomenon, has now penetrated practically all areas including remote rural areas.
The incremental demand flows from population increase and rise in usage norm
impacted as it is by a greater concern for hygiene. Increased sales revenues would
also expand from up gradation of quality or per unit value. As the market is
constituted now, it can be divided into four price segments: premium, popular,
discount, and economy soaps. Premium soaps are estimated to have a market
volume of about 80000 tones. This translates into a share of about 14 to 15%.
However, by value it is as much as 30%.
Radhas Ayurvedic soap works is a strategic business unit of Aarkay Exports is a
Manufacturer and distributor of turmeric herbal soap, Arya Neem Soaps, Radhas
Ayurvedic Soaps 75g, Krishna Thulasi Herbal Soap 75g and Rajah Papaya Herbal
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
soap 125g. The nature of their business is that they are manufacturer and exporter
of different cosmetics products.
Radhas Ayurvedic soap is a popular brand in Kerala and in all Gulf countries.
Radhas Ayurvedic Soap is known for its Ayurvedic fragrance, foam and quality
with a reasonable price.
This project entirely focuses on market Brand Awareness of Radhas Ayurvedic
soap in Kollam district. Thus management needs to engage in finding brand
awareness of Radhas soap in Kollam district, which means whether there is any
amount of product knowledge is their with the customers or not. The product
knowledge includes the name of the product, logo of the product, price of the
product, message in the advertisement of the product, colour of the product, its
packaging etc.
LITERATURE REVIEW
Brand Awareness Studies help boost and sales and sponsorship by illustrating the
relationship between aggressive marketing campaigns and high brand awareness.
Using a third party to collect this information adds credibility to the data.
Each Brand Awareness Study is designed with the individual client’s specific
needs in mind. Whether you need to survey readers, visitors, attendees, or all three,
Reader can put together a research plan that meets your objectives and helps you
succeed. Our custom research solutions are designed to meet the specialized
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research requirements of every client; however, most of our customized studies
include similar considerations.
Brand awareness is a marketing concept that refers to a consumer knowing of a
brand’s existence, at aggregate (brand) level to the proportion of consumers who
know of the brand.
MEASUREMENT DRIVEN CONCEPTUALIZATION
Brand awareness can be measured by measured by showing a consumer the brand
and asking whether or not they knew of it beforehand. However, in common
market research practice a variety of recognition and recall measures of brand
awareness are employed all of which test the brands name’s association to a
product category cue, this came about because most market research in the 20 th
century was conducted by post or telephone, actually showing the brand to
consumers usually required more expensive face-to-face interviews (until web-
based interviews became possible). This has led many textbooks to conceptualize
brand awareness simply as its measures, that is, knowledge that the brand is a
member of a particular product category, e.g. soft drinks. Examples of such
measures include:
1. Brand recognition – Either the brand name or both the brand name and category
name are presented to respondents.
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2. Brand recall – The product category name is given to respondents who are asked
to recall as many brands as possible that are members of the category.
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Here are seven strategies to build your business brand:
Top of mind brand awareness – as above, but only the first brand recalled is to
some, branding might not feel like a tangible aspect of running a business. It can’t
be seen like a product on the shelf, or counted like a cash drawer at the end of the
night. But, branding is the reason people pay three times more for a product at one
store over another.
Good branding is the product of a clear vision, and nobody knows more about
vision than small business owners. But, with limited resources, creating a brand
identity can be tricky. Fortunately, building brand awareness on the Internet
doesn’t need to take a lot of money or resources.
Define the vision. Before moving ahead with the web site, create a brand
positioning statement.”This isn’t just,’ What kind of web site do we want to be?’
This is Who are we ?” says Harley Manning , vice president at Forrester Research
in Cambridge, Mass a technology and market research firm that advises on the
effects technology has on consumers and businesses . Good brand statements
typically include the company’s mission, vision and values. “It’s succinct. It’s
typically something that will fit on a page easily, “he says.
Build a brand worth believing in. “ Do you so believe in what you’re creating
that you would trademark it?” says Andrea Fitch , president and CEO of Red
Carpet Creations , Inc and national president of the society for Marketing
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Professional Services , both based out of Alexandria , Va . Really consider what
kind of brand could represent the business through the next decade. “Don’t have a
logo that in five years you’re going to be tired of and discard for another,” she
says.
Remember, the web site is the brand. “A web site is not just a communication
medium, “Manning says. “It is actually a channel that must deliver on the
promise.” Essentially, a web site should embody the promise that it makes to
customers. If, for instance, a business claims to be innovative, the web site should
look fresh and modern.
Create a cohesive experience between all mediums. Before she launched her
company’s new web site, Fitch made sure it would be an event that her potential
clients would never forget. Red Carpet Creational mailed4000 silver tubes
containing scrolls that looked like-up carpet. Inside the scrolls was an
announcement about the web site’s launch. Once online, the web site was an
extension of the invitations because it followed through on the themes of re carpet
imagery and references to visitors being treated like a VIP. Customers should
easily be able to recognize the company’s brand, whether it is print, online or some
other form of media, Manning says.
Don’t sacrifice creativity. Once the brand’s guidelines are established, creative
choices must bring those attributes to life, Manning says. Don’t let the company’s
brand become so dominating that there is no room for new thoughts and ideas.
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Brand should be the jumping – off point for interesting ideas, not the place where
every new idea dead- ends. Fitch stresses that a sense of fun and whimsy will only
enhance the likelihood that people will take an interest in the web site.
Don’t communicate brand at the expense of delivering. While a web site can be a
significant tool for building brand awareness, clarity and functionality are
paramount. “Just be careful not to let the communication about your brand get in
the way of delivering your message,” Manning says. People should be able to
understand how to navigate the site without knowing a thing about the company’s
catch phrases. “You can’t frustrate and annoy people into liking your brand, “he
says.
Listen to the customers: They determine a brand’s true value. Pay attention to
customer feedback about the site because, ultimately, it’s the customer’s opinion
that counts. When it comes to building a brand, a company can incorporate
everything from signature colors to catch phrases, but at the end of the day, it’s the
customer who decides what a brand is really worth. “It’s not what you say about
yourself, it’s what others say of you, “Fitch says.
Building Brand Awareness through Tradeshows:
Branding is a basic marketing concept that is designed to set your product /
services apart from the competition. By using a particular name, phrase, design,
symbol or a combination of these, you can create a unique identity. When choosing
a brand name, consider the following five criteria.
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1. It should suggest product / service benefits.
2. It should be simple, memorable ,and unique.
3. It should fit the image of the company.
4. It should have positive connotations for the target market.
5. It should be easy to pronounce and to pictorial.
Branding is not a sales and marketing gimmick. Instead it refines and defines
corporate culture and identity. A brand must have meaning to its consumers ,its
organization and its employees. Brand is an emotional link between you and your
customer. It is what people buy when they buy your product or your company. The
most important part of a brand’s identity is the promise it makes to customers. The
essence of branding is simplicity and timelessness.
Integrating Brand Awareness into your Exhibit Program
Since exhibiting is powerful extension of your company’s advertising, promotion,
public relations and sales function that automatically means it is an excellent way
to enhance brand awareness. Everything your company stands for, no matter how
large or small, is being exhibited on the show floor. This means there needs to be
total consistency, congruity, clarity and focus in every aspect of your exhibiting
program, before, during and after the show.
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Here are three important points to consider as you plan to integrate brand
awareness into your tradeshow program.
1. Consistency and repetition is vital in creating brand awareness. People buy
brands they know and they trust! A brand is a promise that companies make to
their customers. Strong branding requires all the levels of communication to agree
with one another.
2. Ensure all your marketing and promotions are consistent and that they have your
logo, colors, typeface, slogans and characters. Everything you develop should have
the same look and feel.
3. People’s perception about your company, products, and services is a major
factor in their choice of brand preferences and their buying behavior. All
perception is subjective and based on experience. Individuals tend to interpret
information according to existing beliefs, attitudes, needs and mood.
Building Brand Awareness with Content &Display
Sure search is an effective marketing channel- and it is particularly adopt at
capturing demand – but the one thing search can’t do is a mistake , especially if
you are launching something new . Instead, you need to first build awareness with
content and display campaigns, and then use search to capture the demand.
Why It Matters
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Whether you are launching a new company, product, or service or entering a new
market, you need a marketing strategy that includes awareness building for your
new offering, or no one will know to search for it. Many marketers are seduced by
the concept of “If I build it, they will come.” Unfortunately that is just not the case,
and many end up learning that the hard way.
The fact is, you can have the perfect product, or have found the perfect market, or
you may even have the perfect site, but if users don’t know to search for it., they
won’t. To successfully build brand awareness, you need a mix of initiatives, and
content and display can play a key role.
For example, when Panera Bread decided to open its bakeries in Northern
California in 2005, they had to been an East coast and Midwest favorite. And while
word of mouth from transplants to the area helped build awareness to some extent,
launching display and content campaigns would have gone a long way to help
locals get familiar with the brand and their concept.
Taking Action
Once you understand the value, it’s time to take action and use content and display
campaigns to help build awareness. Below are four steps to help you get started:
1. Strategy: Think about your target audience. Where are they? What age are they?
What they do on the web? How can you speak to them and get them interested in
what you have to offer?
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2. Research: Find your target audience online, as you need to be where they are on
the web. Google, Yahoo!, and Microsoft all have content and display offerings
with vast inventories to choose from. Research their inventory to understand the
sites that much your user’s interests.
3. Tools: Leverage Google’s insight tool to help you find data and information on
search volume in different geographical regions and timeframes. They have data in
the form of heat maps to see where users have good awareness of sites and
keywords. This will help you understand where to put your efforts in order to build
awareness and generate demand. The tool also allows you to see the other sites that
user’s visit who also visit the sites and keywords you are researching.
4. Follow- up: Once you have the campaigns running, you not only have to test
various elements to get the most out of them, but you need to constantly monitor
and tweak for improvements. Have your search terms on broad match to make sure
you’re capturing everything you can from the display and content campaigns. Then
use the search query reports to expand the keyword lists and add negatives.
Phase Two
Once your content and display campaigns are implemented, realize that while these
initiatives will continue to serve a purpose for the overall online campaign, their
importance will change. As your display and content campaigns mature, you will
see your search campaign gain traction. When that happens, it’s time to start
scaling – up your search efforts, as users are starting to search for you, and you
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need to think about capturing that new demand. (In addition, you may also have
new competitors in the product space or geographical region). Given that, the
breakdown of the budget can’t stay as it’s been up until now. In order to capture
the new demand, you will need to either add budget to search, or move budget
from the awareness campaigns. Either way, you need to do it slowly.
AS you migrate your search campaign to the forefront, be sure to leverage your
web analytics and engine data. Doing so will help you understand which keywords
are performing best for you. At first this might involve examining which keywords
have growing impressions, and then over time, it will be looking at the keywords
that are driving users to your site. Beyond that, you will need to expand and
optimize the keywords that are leading quality visitors to your site.
Overall, when it comes to capturing demand, search does the job like no other. But
the one thing it can’t do is generate demand. Given that, marketers need to first
build awareness with content and display campaigns-especially for any kind of
new launch – and then use search to capture the demand they created.
Building Brand Awareness: 7 Ways to Educate Customers in the Classroom
and Simultaneously Build Brand Awareness:
The business world has long recognized the value of creating a
recognizable and clearly defined brand. From top business executives to
entrepreneurs striving everyday in their communities, and from traditional
corporations to the Internet, building brand awareness is the most significant
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marketing practice today. Lit always will be ask consumers continue to seek out
their favorite brands.
Your customers are navigating a bewildering range of channels and feverishly
marketed products before making a purchase decision. We are so bombarded by
product brands that we are barely conscious of them much of the time.
In order to compete in today’s cluttered marketing environment, business need
access to America’s future customers. They need to start building brand awareness
in the classroom before buying and brand loyalty patterns are set.
Here Are My Top 7 Ways To Educate Customers In The Classroom &
Simultaneously Build Awareness
1. Distribute product literature and/or give free product samples to learning
institutions. Learning institutions are usually open to learn about business
products that would enhance and add value to what is being taught in the
classroom.
2. Establish information/demonstration booths in the classroom. The classroom
information/demonstration booth will allow students to interact with your
company’s product and provide ongoing information to potential customers as
they develops their own buying power. Your conversation rates will be much
higher due to the education that is Available to the students.
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3. Give free training on the use and benefits of the product. This is a perfect
opportunity to give students hands on training and teach them about your
product’s value.
4. Encourage educators to include information about your product or services in
a curriculum guide. This one tip has the potential to multiply your market base
nation-wide.
5. Offer a contest that empowers students to buy and use your product. Sponsor a
writing contest or a Future Business Leader of American competition and
make one of the rewards a gift certificate. It’s a proven fact that most
consumers spend more than the value of the gift card.
6. Distribute logos to learning institutions. Instructors can use logos in the
classroom to help student to learn about branding and how companies use this
concept to communicate their identity and market their products.
7. Offer information on production of the goods and how profit is made.
Students who are inclined to develop their own products or become business
managers will find this of great value.
Benefits of Building Brand Awareness
Customers who are familiar with a certain brand are more likely to remain loyal
regardless of inflation. By demonstrating your corporate social responsibility and
promoting worthwhile educational programs that bring the needs of educators
together with your business needs, you can easily distinguish your product from
other brands.
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Education marketing helps empower customers to become long-term buyers. Using
products in the classroom allows potential customers to interact with (and become
conditioned to) your goods and services. By educating customers in the classroom,
you will increase your brand awareness, build loyalty, influence spending patterns,
and engage in viral word of mouth marketing all at the same time.
Through her writing, speaking, training and development services, business growth
expert, Annmarie Edwards helps individuals and companies worldwide maximize
their full growth potential. To learn more on how you can simultaneously increase
your brand awareness , build customer loyalty, influence spending patterns and
engage in viral word-of-mouth marketing
1.1 OBJECTIVE OF THE STUDY
To assess the views of the consumers on the brand Radhas Ayurvedic Soap.
To find out the Brand Awareness of Radhas Ayurvedic Soap.
To find out whether their exists any relationship between age group and awareness
of message in the advertise men t of Radhas Ayurvedic Soap.
1.2 SCOPE OF THE STUDY
This study is conducted to find the Brand Awareness of the product. The Brand
Awareness study will help the company in taking decisions regarding the
promotional campaigns, advertisement strategies and positioning strategies to build
more brand awareness among the consumers to compete with big giants in toilet
soap industry. The task of this study is to deliver a central idea about the company
and the offering to the target market. The company discovers different needs and
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groups in the market place and introduces s the product which satisfies these needs.
This study helps to find the targets of those needs and groups that it can satisfy in a
superior way or not. It is also helpful to find the position of offering, whether the
target recognizes the distinctive offering and image. The product should be
positioned well and the end result of it is the successful creation of a customer
focused value proposition.
1.3 RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It
describes the research procedure, which has been used in the research. Research
methodology is the backbone of any research. Established of a sound research plan
and design is an inevitable part of a good research. It means the way one researcher
selects his sample and sample size, methods of data collection , various tools used
for studying and analyzing the problem with certain objectives and goals in view.
Research design
The study is a descriptive one, descriptive research studies are those studies, which
are concerned with describing the characteristics of a particular individual, or a
group. The main aim behind the study was to identify the Brand Awareness of
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Radhas Ayurvedic soap. Through the study collect the opinion about the customers
of General public. The respondent is personally contacted and the data are
collected through schedules.
Research approach
The approach used in the study is survey method. Research approach includes
surveys through personal interviews using questionnaire.
Research period
The research is required to be completed within a time period from 01/11/2009 to
30/04/2010.
1.4 DATA SOURCE
The data source refers to the sources from which the data are collected for
conducting the study. Data are of two types: Primary data and secondary data.
Primary Data
The primary data are those data which are being collected by the researcher for the
first time. They are the information received directly from the respondents. In this
study primary data was collected among the customers of general public with the
help of schedule of interview.
Secondary Data
The secondary data are those data which have been already collected by the
someone else. They include published, unpublished document and various other
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data. Secondary data was collected from company files, annual reports, brochures
of the company, business journals and Magazines.
1.5 SAMPLE UNIT
In this study the sample unit is considered as one user of Radhas Ayurvedic Soap
from the places Kollam city.
1.6 SAMPLE SIZE
Sample size refers to the number of items to be selected from the universe to
constitute a sample. Here the sample size taken for the study taken for the study is
100 respondents from Kollam city.
1.7 SAMPLING PROCEDURE
The sampling procedure used in this study is convenience sampling. Convenience
sampling procedure is a non probability sampling and it involves purposive or
deliberate selection of particular units of the universe for constituting a sample
which represents the universe. Due to the lack of general public, convenience
sampling is chosen.
1.8 LIMITATIONS OF THE STUDY
The opinions of the respondents may or may not be biased.
The time duration of the study was very limited.
Some of the respondents were less co-operate.
The study was limited to three districts.
The project has to be completed with in a period of 45 days.
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CHAPTER-2
INDUSTRY PROFILE
Toilet Soaps
The toilet soaps market is estimated at 530000 tpa including small imports.
Hindustan Lever is of course the market leader. The market is littered over with
several, leading national and global brands and a large number of small brands,
which have limited markets. The popular and premium brands include Lifebuoy,
Lux, Cinthol, Liril , Rexona, and Nirma.Toilet soaps , despite their divergent
brands , are not well differentiated by the consumers. It is, therefore, not clear if it
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is the brand loyalty or experimentation lured by high volume media campaign,
which sustain them. A consequence is that the market is fragmented. It is obvious
that this must lead to a highly competitive market. Toilet soap, once only an urban
phenomenon, has now penetrated practically all areas including remote rural areas.
The incremental demand flows from population increase and rise in usage norm
impacted as it is by a greater concern for hygiene. Increased sales revenues would
also expand from up gradation of quality or per unit value.
As the market is constituted now, it can be divided into four price segments:
premium, popular, discount and economy soaps. Premium soaps are estimated to
have a market volume of about 80000 tones. This translates into a share of about
14 to 15. However, by value it is as much as 30%.
History of soap in India
During the British rule in India, Lever Brothers England introduced modern soaps
by importing and marketing them in India .However North west Soap Company
created the first soap manufacturing plant in India, which was situated in the city of
Meerut, in the state of Uttar Pradesh. In 1897, they started marketing cold process
soaps .During World War I, the soap industry floundered, but after the war, the
industry flourished all over the country.
Mr.Jamshedji Tata set up India’s first indigenous soap manufacturing unit when he
purchased OK coconut oil mills at Cochin Kerala around 1918. OK Mills crushed
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and marketed coconut oil for cooking and manufactured crude cold process
laundry soaps that were sold locally. It was renamed The Tata Oil Mills Company
and its first branded soaps appeared on the market in the early 1930s. Soap became
a necessity for the moneyed class by around 1937.
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Overview
India is a vast country with a population of 1030 million people. Household
penetration of soaps is 98%. People belonging to different income levels use
different brands, which fall under different segments, but all income levels use
soaps, making it the second largest category in India (detergents are number one).
Rural consumers in India constitute 70% of the population .Rural demand is
growing with more and more soap brands being launched in the discount segment
targeting the lower socioeconomic strata of consumers.
Highly Fragmented category. Over 250 brands and their variants.
Category primarily based on price segmentation
Penetration level: 96%
Total value: Rs 42000 million (approx)
Total volume: 4.5 lakh tones (approx)
Future Industry Trends
Consumer End
The importance of “ME”
Be whatever you want to be
Perpetual youth image / trans – generational
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Health and wellness in body and mind
Using kids to push brand awareness
Increasing adoptions of technology
Future Trends
Importance of rural market:
Penetration levels in urban areas are as high as 90%.
Competition in urban market pretty high.
More opportunity as 70% of India’s population lives in rural areas.
No: of Baths/Day No: of Baths with soap/Day % Baths with soap
Urban 1.37 0.94 69%
Rural 1.28 0.36 29%
Formulation / Packaging:
Soon soap market will evolve on niche products
Packaging / formulas would move from clear to opaque to connate skincare
benefits.
Packaging would also become more upscale with smoother and textured
plastic bottles for sensory appeal to the users.
Gender specific variants as already seen in fairness creams in India
Closer Association with target groups:
Brands are trying to get as close to their target consumers as possible.
Thus affecting:
Advertising
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New Products
CHAPTER-3
COMPANY PROFILE
Radhas Ayurvedic Soap works is a Strategic business unit of Aarkay Exports
which has been established in the year 1981. They are really concentrated on
cosmetic Business. They are having wide variety of cosmetic brands in their
basket. One of the most popular brands is Radhas Ayurvedic Soap. Aarkay is the
Manufacturer and distributor of turmeric herbal soap, Arya Neem soaps, Radhas
Ayurvedic soap 75g, Krishna Thulasi herbal soap 75g and Rajah papaya herbal
soap 125g.
Their annual turnover is up to US$ 025 million (or up to Rs. 1 crore approx). The
company’s Managing Directors are Dr. Rajah Krishnan and Mr. Madhu
Balakrishnan.
PRODUCTS
Arya Neem + Turmeric herbal soap
Krishna Thulasi Moisturizing Gel
Rajah Papaya Herbal soap 75g
Krishna Thulasi Herbal Shampoo
Radhas Ayurvedic Soap 75g
Krishna Thulasi Herbal soap 75g
Rajah papaya herbal soap 125g
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Vision of the Company
“To be the top rated cosmetic company in India by supplying quality products to
the consumers according to their taste and preferences via going beyond their
expectations of the customers by delighting them”.
Mission of the Company
“To ensure customer satisfaction by continuously improving our products and to a
reasonable profit”.
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CHAPTER-4DATA ANALYSIS AND INTERPRETATIONS
The statistical data become organized, condensed and intelligible through
classification and tabulation. It enables the analysis is the process of planning the
data in an ordered from in such a way to combined them with the subjection of the
study. Interpretation is the analysis in form of suggestions.
Coding and Tabulation
Tabulation means a systematic presentation of numerical data in a columns
and rows in accordance with the some salient features for characteristics.
The important statistical tools used in this study are:
Percentage analysis
Bar diagram
Pie Chart
Percentage analysis
Percentage analysis is used to find out the percentage of respondents from the total
number of respondents, respondent to question.
Percentage = Number of Observation
Total no: of observation X 100
Bar diagram
Bar diagram is the most common type of diagrams used in practice. A bar is a thick
link line whose width is shown merely for attention. They are called one
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dimensional because it is because it is only the length of the bar that matters and
not the width.
Pie diagram
Pie diagrams are very popularly used in practice to show percentage break downs.
The pie chart is called because the entire graph look like a pie and the components
resemble slice cut from pie.
The survey is done as per the given objective, to find out the level of awareness
amongst people in Kollam district on the brand RADHAS Ayurvedic Soap. So the
outcome of survey and its interpretation is done through Excel tools as given
below.
Everything finding is comprised of three parts.
1. Question.
2. Outcome from survey i.e. data interpretation.
3. Analysis of outcome.
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1. Brand Recognition of Radhas Ayurvedic Soap
not at all importantslightly importantsomewhat imporatntnuetralmoderately imporatntimportant
Inference
The 28% o0f the respondents are saying that brand recognition is very
important, 22% saying that brand recognition is moderately important, 245%
saying that brand recognition is less important for choosing a brand.
Still there exist a great chance for new players to enter into the market and can
compete with big giants in soap manufacturing and marketing.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
2. Importance of price in choosing Radhas Ayurvedic Soap
not at all importantslightly imporantsomewhat importantnuetralmoderately importantimportant
Inference:
The majority of the respondents are saying that the price of the brand is
slightly important or some what important in choosing a brand.
The price is slightly important in influencing the customer for purchasing that
product , if there is some USP or any other features which is smartly attractive
they will only look for over all quality rather than price.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
3. Importance of Influence by someone else for choosing Radhas
Ayurvedic Soap
not at all importantslightly importantsomewhat importantnuetralmoderatelyimportant
Inference
The 22% of the respondents are saying that influence by someone is
somewhat important, 18% saying that influence by someone is moderately
important and another 18% suggesting that influence by someone is
important for choosing a brand.
We can understand that the customer can be influenced only up to certain
limit by using word of mouth.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
Its personal view is more important in selecting the FMCG like toilet soap.
4. Importance of interest to try someone new for choosing Radhas
Ayurvedic Soap.
not at all importantslightly importantsomewhat importantnuetralmoderately importantimportant
Inference
The majority of the respondents saying that the interest in trying something
new is neutral.
It’s difficult to change the customer which loyal to brand. If they want to
change it, the companies should come with an innovative product which will
be equivalent to the taste and preference of the potential customers.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
5. Importance of Advertisement in the store e.g. nice packing, free sample
for choosing Radhas Ayurvedic Soap.
not at all importantslightly importantsomewhat importantnuetralmoderately importantimportant
Inference
The majority of the respondents saying that advertisement in the store is
moderately important.
If there is a cut out inside the store, If the packaging is smart, if free sample is
given at the launching time; these promotional activities may tempt the
customer to purchase the product.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
6. Importance of Perceived quality for choosing Radhas Ayurvedic Soap
not at all importantslightly importantsomewhat importantnuetral moderately importantimportant
Inference:
Quality is very important in purchasing soap.
Majority of the customers are quality cautions.
Quality is an important attribute that decides the success of a product
especially FMCG.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
7. First soap that comes to mind when you think of “Toilet Soaps”
CHANDRIKAREXONALUXDETTOLRADHASHAMAMPEARSFALIFEBUOYMEDIMIXDYNACINTHOL
Inference:
Pears and Lux is the most widely used toilet soap in Kollam according to the
respondents.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
8. Familiarity of Radhas Ayurvedic Soap
I had never heard of themI have heard of them but never buy their productsI buy their products occasionalyI buy their products on a regular basis
Inference:
Most of the customers use using Radhas Ayurvedic soap occasionally i.e;
62% of the respondents.
Only thing is that they had to convert their customers to loyal customers.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
9. Attributes associated with Radhas Ayurvedic soap
Popular affordable foam Fragrance colour0%
500%
1000%
1500%
2000%
2500%
3000%
Series 1Series 2Series 3
Inferences:
The respondents are responding that popularity (28%), affordability of the
soap (26%) and fragrance (26%) are the core attributes comes to the mind
when they think of Radhas Ayurvedic soap.
They had to concentrate on other elements like Foam, colour, etc to add more
value to the brand.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
10. Advertisements visibility via media of Radhas Ayurvedic soap
News TV Radio Magazine Online Public Billboa Yellow0
5
10
15
20
25
30
35
40
45
Inference:
The respondents had seen the advertisements of Radhas Ayurvedic Soap are
via TV and through magazines.
From this we can understand that the advertisement effectiveness via TV is
really effective and can bring the attention of customers if the advertisement
is scheduled at the prime time.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
11. Quality of Radhas Ayurvedic Soap?
very high high qual not very average not very low qual very low0
5
10
15
20
25
30
35
40
45
Series 1Series 2Series 3
Inference:
The most of the respondents are responding that the quality of Radhas soap
is average. It includes over all aspects of the product from its packing to its
original product.
They had to concentrate hard on standardizing the product.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
12. Familiarity about the logo of Radhas Ayurvedic Soap
yes no sometimes0
10
20
30
40
50
60
70
80
90
Series 1Series 2Series 3
Inferences:
84% of the respondents are aware of Radhas Ayurvedic Soap
Even the logo of Radhas Ayurvedic Soap is known to the majority of the
respondents.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
13. Awareness about the message in the advertisement of Radhas
Ayurvedic soap
yes no sometimes0
5
10
15
20
25
30
35
40
45
50
Series 1Series 2Series 3
Inferences:
46% of the respondents know the message in the advertisement of Radhas
Ayurvedic Soap
The advertisement message is known to majority of the respondents, this
shows effective communication in the advertisement, and they had to plan
new strategies to make aware the message to rest of the population also.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
14. Identification of the packet of Radhas Ayurvedic soap at a single
glance in a shop where all toilet soaps are displayed.
yes no sometimes0
10
20
30
40
50
60
70
80
Series 1Series 2Series 3
Inferences:
72% of the respondents can identify the packet of Radhas Ayurvedic Soap at a
single glance in a shop where all toilet soaps are displayed.
This shows the popularity of Radhas Ayurvedic soap in Kollam district.
The customers are identifying the pack of Radhas Ayurvedic soap.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
15. Awareness of the colour of Radhas Ayurvedic soap
yes no sometimes0
10
20
30
40
50
60
70
80
90
100
Series 1Series 2Series 3
Inference:
92% of the respondents know the colour of Radhas Ayurvedic soap.
Most of the respondents have an experience with Radhas Ayurvedic Soap or
they may be consumed it at least for one time.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
16. Awareness about the Ayurvedic ingredients’ used in Radhas
Ayurvedic soap
yes no sometimes0
10
20
30
40
50
60
Series 1Series 2Series 3
Inference:
Only 40% are aware of the Ayurvedic ingredients used in Radhas
Ayurvedic soap.
The Ayurvedic ingredients used in this soap is being communicated in all
of their advertisements; unfortunately it is not being positioned properly in
the customers mind.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
17. Rating of Recommendation made by the respondents to other
consumers to use Radhas Ayurvedic soap.
yes no sometimes0
10
20
30
40
50
60
70
Series 1Series 2Series 3
Interference:
There is an element of doubtfulness in the mind of customers to recommend
the brand to a second person.
They had concentrated to delight the customers by providing quality
products.
They had to convert the customers to loyal customers of their brand Radhas
Ayurvedic Soap.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
18. Superiority of Radhas soap from other brands
Istpriority 2ndpriority 3rdpriority 4thpriority0
5
10
15
20
25
30
35
40
45
Series 1Series 2Series 3
Inference:
The most of the respondents are saying that they will give third priority to
Radhas Ayurvedic soap.
They had to concentrate on building brand image to complete with the giants
of toilet soap industry.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
19. Age group of respondents
19-Nov 20-24 25-29 30-340
5
10
15
20
25
30
Series 1Series 2Series 3
Inference:
30% of the respondents are between the ages 30-34, 26% is between 20-24,
24% is between 11-19 and 20% of respondents is between 25-29.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
20. Gender
no:of response percentage0
10
20
30
40
50
60
Series 1Series 2Series 3
Inference:
Male is 56% and Female is 44%.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
21. Annual Income
less thn 3 lac 3lac to 5lac 5lac to8lac 8lac and above0
10
20
30
40
50
60
70
Series 1Series 2Series 3
Inference:
68% of the respondents were of less than 3 lac.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
CHI SQAURE TEST:
Chi Square test to find that age group and awareness of message of advertisement are independent or not.
Age Yes No Sometimes Total
11-19 12 6 6 24
20-24 10 6 10 26
25-29 8 5 7 20
30-37 16 5 9 30
TOTAL 46 22 32 100
H0 Age group and awareness of message of Radhas Ayurvedic Soap are
independent.
H1: Age group and awareness of message of Radhas Ayurvedic soap are
dependent.
O E (O−E)2 (O−E)2/E
12 11.04 .92 .08
6 5028 .52 .1
6 7.68 2.82 .37
10 11.96 3.84 .32
6 5.72 .08 .01
10 8.32 2.82 .34
8 9.2 1.44 .16
5 4.4 .36 .08
7 6.4 .36 .06
16 13.8 4.84 .35
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
5 6.6 2.56 .38
9 9.6 .36 .04
TOTAL 2.29
Degree of Freedom = (c-1) (R-1)
= (3-1) (4-1)
= 2 ×3 = 6
Level of significance is 5%
Table value is 12.592
2.29<12.592
H0 is accepted
It has been proved that there is no relationship between age group and awareness
of message in the advertisement of Radhas Ayurvedic Soap.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
CHAPTER-5
FINDINGS
Still there exist a great chance for new players to enter into the market and
can compete with big giants in soap manufacturing and marketing.
The price is only slightly important in influencing the customer for
purchasing that Radhas Ayurvedic Soap, if there is some USP or any other
features which is smartly attractive they will only look for over all quality
rather than price.
We can understand that the customer can be influenced only up to certain
limit by using word of mouth. Its personal view is more important in
selecting the FMCG like toilet soap.
If there is a cut out of Radhas Ayurvedic soap inside the store, if the
packaging is smart, if free sample is given at the launching time, these
promotional activities may tempt the customer to purchase the product.
Majority of the customers are quality cautions. Quality is an important
attribute that decides the success of a product especially FMCG.
Popularity is the main factor that tempts the consumers to purchase Radhas
Ayurvedic soap.
Advertisements of Radhas Ayurvedic soap is viewed by the customers via
TV and Magazines.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
Even the logo of Radhas Ayurvedic soap is known to the majority of the
respondents.
The advertisements message is known to majority of the respondents, this
shows effective communication in the advertisement, and they had to plan
new strategies to make aware the message to rest of the population also.
Popularity of Radhas Ayurvedic soap is really smart in Kollam district.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
CHAPTER-6
SUGGESTIONS
They had to give more advertisements at prime time in TV channels to get
more attention of the customers
Celebrity endorsement is an effective method to extract more sales from the
potential market.
The promotional strategy provided by Radhas Ayurvedic Soap is good but
it is not excellent level, they had to revise the existing promotional strategy,
then they had to create new strategies that can bring drastic change in sales.
The packaging style may be improved. So the customers are impressed by
seeing it in the rack of supermarkets. This will also tempts the consumers to
buy Radhas Ayurvedic soap.
The advertisement should cover the basic knowledge about the product and
should be attractive and creative to attract customers towards the products.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
CHAPTER-7
CONCLUSION
A project work on the market was conducted to find the brand awareness of
Radhas Ayurvedic Soap in Kollam city.
For the particular study a simple survey was conducted at an initial stage to
determine the actual sample size and for making the questionnaire more effective.
After that a questionnaire containing relevant questions were given to selected
respondents to study their views and opinions. The questionnaire was mainly
aimed to assess the market position of Kera-coconut oil. Then to analyse the
questionnaire after the analysis then to make the findings and give findings and
give more useful suggestions to improve the Brand Awareness of Radhas
Ayurvedic Soap.
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A Study on Brand awareness of Radhas Ayurvedic Soap for Radhas Ayurvedic Soap works
BIBLIOGRAPHY
L.R Potti.”Operation Research” Yemuna Publications, Sreekanteswaram,
Thiruvanathapuram.
Kothari .C.R, Research Methodology, New Age International (p) Limited
Publishers, New Delhi-2003.
Philip Kotler 1994 “Marketing Management”, prentice-Hall of India (p) Ltd,
New Delhi.
Laurent, Gilles, Jean-Noel Kapferer, and Francoise Roussel (1995), “The
Underlying Structure of Brand Awareness Scores,”Marketing Science.
Day, George S.and Robert W.Pratt (1971),” Stability of Appliance Brand
Awareness,” Journal of Marketing Research.
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