Santhosh Internship Main

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CHAPTER 1

1.1 INTRODUCTION TO BRAND AWARENESS:

The word "brand" , when used as a noun, can refer to a company name, a

product name, or a unique identifier such as a logo or trademark.

In a time before fences were used in ranching to keep one's cattle separate

from other people's cattle, ranch owners branded, or marked, their cattle so they could

later identify their herd as their own.

The concept of branding also developed through the practices of craftsmen

who wanted to place a mark or identifier on their work without detracting from the

beauty of the piece. These craftsmen used their initials, a symbol, or another unique

mark to identify their work and they usually put these marks in a low visibility place

on the product.

Not too long afterwards, high quality cattle and art became identifiable in

consumers minds by particular symbols and marks. Consumers would actually seek

out certain marks because they had associated those marks in their minds with tastier

beef, higher quality pottery or furniture, sophisticated artwork, and overall better

products. If the producer differentiated their product as superior in the mind of the

consumer, then that producer's mark or brand came to represent superiority.

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Today'smodern concept of branding grew out of the consumer packaged goods

industry and the process of branding has come to include much, much more than just

creating a way to identify a product or company.

Branding today is used to create emotional attachment to products and

companies. Branding efforts create a feeling of involvement, a sense of higher quality,

and an aura of intangible qualities that surround the brand name, mark, or symbol.

So what exactly is the definition of "brand"? Let's cover some definitions first

before we get too far into the branding process.

WHAT IS A BRAND?

If you ask ten marketing professionals or brand managers to define the word

"brand", you very well may get ten different answers. Most of the answers you

receive, hopefully, will at least have some commonalities.

In my own experience and in my extensive study of brands and branding,

there is one definition of "brand" that seems to most succinctly define exactly

what a brand is.

DEFINITION OF BRAND :

A brand is an identifiable entity that makes specific promises of value.

In its simplest form, a brand is nothing more and nothing less than the promises of

value you or your product make. These promises can be implied or explicitly stated,

but none-the-less, value of some type is promised.

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ESTABLISHING A BRAND

I've heard very strong arguments that public relations is the way a strong

brand is truly established and advertising is how the brand is maintained. In fact,

recently, authors Al and Laura Ries devoted an entire book, The Fall of Advertising &

The Rise of PR, to reinforce and illustrate this idea (Harper, 2002). If you think about

this theory for a moment, it makes a lot of sense.

If a brand is successful in making a connection with people and communicating

its distinct advantage, people will want to tell others about it and word-of-mouth

advertising will develop naturallynot to mention writers in the press will want to

write about the brand. Once that type of differentiation is established in the market's

mind, advertising can help maintain and shape the brand.

What you need to do in branding is to communicate what the brand distinctively

stands for using as few words or images as possible. So remember, branding is all

about creating singular distinction, strategic awareness, and differentiation in the mind

of the target market--not just awareness. When you have been successful, you will

start building equity for your brand.

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BRAND EQUITY

Brand Equity is the sum total of all the different values people attach to the brand, or the holistic value of the brand to its owner as a corporate asset.

Brand equity can include: the monetary value or the amount of additional

income expected from a branded product over and above what might be expected

from an identical, but unbranded product; the intangible value associated with the

product that can not be accounted for by price or features; and the perceived quality

attributed to the product independent of its physical features.

A brand is nearly worthless unless it enjoys some equity in the marketplace.

Without brand equity, you simply have a commodity product.

BRAND MANAGEMENT

If a brand is not effectively managed then a perception can be created in the

mind of your market that you do not necessarily desire. Branding is all about

perception.

Wouldn't it be nice to have people perceive you the way you would like them to

perceive you? That is what branding and brand management are all about.

Brand management recognizes that your market's perceptions may be different

from what you desire while it attempts to shape those perceptions and adjust the

branding strategy to ensure the market's perceptions are exactly what you intend

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So you may now have a better understanding of what a brand is and why awareness

about your brand does not necessarily mean your brand enjoys high brand equity in

the marketplace. You might even understand that brand management is all about

shaping and managing perceptions. You may still be asking yourself, however, why

you should care about branding in the first place.

BRAND PERCEPTION & DECISION MAKING

Most imaging and document product segments are extremely competitive,

with multiple brands competing for share of mind in the battle for overall market

share. In many cases the competing products and services have very similar feature

sets and price points that are available through comparable channels. Brand can often

be the key discriminating factor in a customers decision to select one product over

another.

Brand is essentially the sum of all experiences related to the product, service,

and companies that make and deliver the product. Brand perceptions are shaped by

functional experiences (i.e. speed, quality, reliability, ease of use) as well as

emotional experiences (i.e. make me feel better, improve my performance, make my

life/job more gratifying or easier) the customer associates with the product and

company.

Brand experiences and perceptions are developed over time through a variety of

sources, including:

Previous experience with the brand

Interactions with sales, customer service, and other employees

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Recommendations from friends and colleagues

Reviews by reputable sources

Advertising

Brand managers need to understand how customers perceive and select brands

in specific product categories and market segments. You also need to know what is

important to customers when making a brand decision, where customers getinformation about products and services, and what customers think about your brand.

Most vendors are working with very tight margins and cannot afford to invest

in programs that do not demonstrably improve their market position. With marketing

costs increasing, you need objective input to make budget decisions for your

marketing activities.

Classic Polo regularly conducts extensive brand decision research on the

imaging and document technology markets. We can cost-effectively provide you with

objective information and insights that will help guide your important marketing

decisions.

Measure unaided and aided brand awareness

Determine brand share

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Assess customers brand preference

Determine the information sources used in making brand decisions

Identify the key factors when selecting a brand

Measure the brand performance by key factors (i.e. performance, price,

availability)

Quantify the strength of the brand by components

Understand the role of sales representative in brand selection

Measure brand loyalty and premium or discount

Determine factors for switching brands

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1.2 NEED OF THE STUDY:

We are all interested in marketing and how it is affected by cultural

differences. We wanted to make our dissertation in an international perspective since

our major is International Business and we have all been living in other cultures.

While living abroad we all faced the situation in which we had to choose between a

familiar brand and one for us unknown brand. Thereby we found it interesting to

discover the determinants for consumers brand choice.

Further, nowadays people have a demanding lifestyle. They do not have time

to stop for a moment and feel their own will. They want to be as efficient as possible;

want to save as much time as possible. They feel that time is not enough and that they

do not have the required energy.

All the different choices buyers make when purchasing can be stressful and

the possibility and demand on how to act and what to say can be an extra burden.

Sometimes, consumers want someone to give them a proposal of a product, or just

take a product among many, without even bringing the product into line with their

needs. It can be difficult to make choices, especially at the first purchase in an

unknown environment. Therefore, we wanted to know to what extent people are

using brand awareness when choosing brand.

So, it is necessary to do research to know the customer perception on brand

awareness.

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1.3 OBJECTIVE OF THE STUDY:

To study about the Brand awareness of Royal Classic Polo. To analyze the

customers perception towards Classic Polo.

To find whether the customers are satisfied with the various brands provided

by the Classic Polo that makes them not to loose their customers.

To render valuable suggestions to the management with regards to brand

awareness that they could offer to their customers for their well being.

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1.4 SCOPE OF THE STUDY:

This study helps us to identify customers awareness towards Royal Classic

Polo and its products.

The study also identifies how customers perceive the brand name in their mind

and identify the customers expectation which helps to enhance the brand

awareness and perceptions of the company.

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1.5 LIMITATION OF THE STUDY:

Time was another important constraint for this research. Due to inadequate

time, the sample size taken for the study was 100 among the customers in the

organization and hence it has limited the research.

The study is confined to a particular organization (Royal Classic Polo,

Chennai) and hence, the conclusions must be drawn with due care, when an

attempt is made to generalize the result.

Further, the data collected were subjected to recall bias as respondents have

recalled from their memory and furnished the readymade information. The

respondents have given their opinion and there were no ways to check the

correctness of their opinion.

The suggestions, findings and conclusions are based upon the information

given by the respondents.

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1.6 RESEARCH METHODOLOGY:

It is a way of systematically solving the research problem. Research

Methodology deals with the research design used and other methods used to present

the study. Methodology includes a critical evaluation of alternative research strategies

and methods.

Research work cannot be carried out successfully without a sound

methodology and setting of the study. Here researcher describes the statement of the

problem, objective of the study, sampling procedures and various tools of data

collection. Problems faced during the study and the chapterization of research work.

Research Methodology is a way to systematically solve this social problem.

According to the American management association defines marketing

research as the systematic gathering recording and analysis of data about the problem

related to the marketing of goods and services. Marketing research includes all the

activities that enable an organization to obtain the information it needs to make

decision about its environment. Its marketing mix and its present or potential market.

Research involves considerable time and money and need specialized

personnel. The cost of research must be justified by the benefits of research findings.

As such the functions involved are:

Systematic collection of data and information.

Properly recording them for use

Analyzing and interpretation the recorded facts and figures to arrive useful

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conclusions.

1.6.1 RESEARCH PURPOSE

Every researcher has his/her own personal motivations to perform a scientific

study while in general; according to Yin (1994), the type of research purpose can be

classified into three categories: exploratory research, descriptive research and

explanatory research. This research purpose and research questions reveal that this

study is primarily descriptive.

Descriptive Research Design

It is designed to describe something, such as demographic characteristics of

consumers who use the products. It deals with determining frequency with something

occurs or how two variables vary together. This study is also guided by an initial

Hypothesis.

Importance of Descriptive Study

During the analysis of characteristics of certain groups, for e.g. users of a

product with different age, sex, education etc.

To forecast the future trends, e.g. sales of a companys product in each of

next five years.

To study whether certain variables are associated, e.g. income and usage of a

product.

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1.6.2 RESEARCH APPROACH

According to Guba and Lincoln (1994), two approaches or methods-

quantitative and qualitative are available to researchers. The choice of research

approach naturally depends on the defined research problems and the data needed for

solving these problems.

In this study, qualitative approach has been chosen. A model has been

formulated by viewing the related literature and thereby making our research

hypothesis.

1.6.3 RESEARCH STRATEGY

Yin (1994) has identified five strategies; experiments, surveys, analysis of

archival information, histories and case studies. Each of these strategies is a different

way of collecting and analyzing empirical evidence. In has distinguished strategies

according to three conditions. These conditions are the type of research questions, the

extent of control an investigator has over actual behavioral events and also degree of

focus on contemporary as opposed to historical events.

Research

Strategy

Form of research

questions

Required

control over

behavioral

events

Focus oncontemporary

events

Experiments How, Why Yes Yes

SurveyWho, What, Where,

How much, How many No Yes

Archival analysisWho, What, Where,

How much, How many No No

History How, Why No No

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Case study How, Why No No

This study was on contemporary events and without any control on the

behaviors. So, survey strategy was appropriate for this study.

1.6.4 INSTRUMENT DEVELOPMENT AND VALIDATION

METHODOLOGY

It consists of sixteen set of questions. Questionnaires deals with name, age,

gender, type of customers, general impression of Classic polo, familiarity with the

brand name, customers memorable with the logo of classic polo, awareness about the

company, familiarity through advertisements, classic polo softwares and their

satisfaction, brokerage percentage of classic polo, ways to improve their brands,

quality they provide for their brands.

1.6.5 SAMPLING AND TARGET POPULATION

The population of interest was defined as the customers of Royal classic polo,

Chennai. Sample size refers to the numbers of items to be selected from the universe

to constitute a sample. The sample size for this study is 100. The best method for this

project is Simple random sampling so that every person has the chance of being

selected.

Sampling can be carried out fewer than two important methods, in order to

obtain a respective of the sample they are classified as:

1. Probability sampling

2. Non-probability sampling

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The target population should be defined in term of elements, sampling units,

extent and time. An element is the object about which or from which the information

is desired. In survey strategy the element is usually the respondent. A sampling unit is

a unit containing the element that is available for selection at some stage of the

sampling process. Extent refers to the geographical boundaries of the research and the

time refers to the period under consideration.

Element : Respondent.

Sampling units: classic polo customers

Extent : chennai

Time : June 13 th to Aug 6th

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1.6.6 SOURCES OF DATA

The task of collecting data being after a research problem has been definedand plan is chalked and plan is chalked out. This study pertains to collect data from

primary sources primary data and from secondary sources secondary data.

Primary data:

The survey has been undertaken to collect first hand primary data from the

customers of Royal Classic Polo, chennai in order to render an effective analysis of

the various in a real life setting. Primary data were collected in marketing by orderly

designed three basic methods: survey, observation and experiments.

Secondary data:

The secondary data were collected from the company website for the purpose

of company profile and various other data collected from news papers, magazines and

books those were related to stress management.

1.6.7 STATISTICAL TOOLS AND TECHNIQUES:

The data collected from the survey was edited, coded and tabulated for the

purpose of analysis and interpretation of data, statistical tools like, Percentage

Analysis.

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PERCENTAGE METHOD:

Percentage method is used in marketing comprehension between two more

series of data. Percentages are used to compare the relatives terms, the distribution of

two or more series of data and are presently by way of bat diagram and pie diagrams

in order to have a better understanding.

In this method frequency of the various criteria factors are tabulated and the

percentage for each value with respect to the total is found out. They are presented

pictorially by way of graphs in order to have better understanding.

The formula is

No. of respondent% of respondent = ---------------------- 100

Total respondent

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1.7 REVIEW OF LITERATURE:

Although the last decades specialized literature revealed and crystallized the

concept of brand equity(in relation to which brand awareness is one of the

fundamental dimensions) the term has been and still is approached in several manners

in the specialized literature.

Aaker (1991) approaches brand equity as a set of fundamental dimensions

grouped into a complex system comprising mainly: brand awareness, brand perceived

quality, brand loyalty and brand associations. He also suggests a brand equity

tenmodel for assessing brand equity . (Aaker, 1996), taking into consideration

several factors among which brand awareness is fundamental.

Kevin Lane Keller approaches brand equity from a customer based perspective

defining it as the differential effect of brand knowledge on consumer response to

the marketing of the brand.

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Farquhar (1989) considers that building a strong brand within consumers

minds means creating a positive brand evaluation, an accessible brand attitude, and a

consistent brand image, the accessible brand attitude actually referring to what the

others term as awareness.

An important dimension of brand equity is brand awareness, very often an

undervalued component. Not only that awareness is almost a prerequisite for a brand

to be included in the consideration set (the brands that receive consideration for

purchase), but it also influences perceptions and attitudes, and can be a driver for

brand loyalty.

Reflecting the salience of the brand in the customers mind, awareness can be

assessed at several levels such as recognition, recall, top of mind, brand dominance

(the only brand recalled), or, even more, brand knowledge (what the brand stands for

is very well known by consumers).

Brand awareness is the first and prerequisite dimension of the entire brand

knowledge system in consumers minds, reflecting their ability to identify the brand

under different conditions: the likelihood that a brand name will come to mind and the

ease with which it does so.

Brand awareness can be depicted into brand recognition (consumers ability to

confirm prior exposure to the brand when given the brand as cue) and brand recall

(consumers ability to retrieve the brand when given the product category, the needs

fulfilled by the category, or some other cues).

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Brand awareness is essential in buying decision-making as it is important that

consumers recall the brand in the context of a given specific product category,

awareness increasing the probability that the brand will be a member of the

consideration set.

Awareness also affects decisions about brands in the consideration set, even in

the absence of any brand associations in consumers minds. In low involvement

decision settings, a minimum level of brand awareness may be sufficient for the

choice to be final. Awareness can also influence consumer decision making by

affecting brand associations that form the brand image.

Considering Farquhars (1989) approach of brand equity, the accessible

attitude he refers to is related to how quickly a consumer can retrieve brand elements

stored in his/her memory (brand awareness).

The attitude activation is sometimes automatic (it occurs spontaneously

upon the mere observation of the attitude object) and sometimes controlled (the

active attention of the individual to retrieve previously stored evaluation is required).

It was also proven (Farquhar, 2000) that only high accessible attitudes (brands with a

high level of awareness) can be relevant when purchasing or repurchasing a brand.

Other authors (Laurent, Kapferer and Roussel, 1995) suggest three classical

measures of brand awareness in a given product category: spontaneous (unaided)

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awareness (consumers are asked, without any prompting, to name the brands they

know in the product category in this case the unaided awareness of a brand is the

percentage of interviewees indicating they know that brand), top of mind awareness

(using the same question, the percentage of interviewees who name the brand first is

considered) and, respectively, aided awareness (brand names are presented to

interviewees in this case the aided awareness of a brand is the percentage of

interviewees who indicate they know that brand).

The outcome of any brand choice can only be known in the future, the consumer

being thus forced to deal with uncertainty. Brand choice could be considered the

central problem of consumer behaviour, while the perceived risk associated to buying

decisions is a pivotal aspect of brand choice. Risk is often perceived to be painful in

that it may produce anxiety, in which case it must be dealt in some manner by the

consumer.

Among the main functions of a brand from the consumers perspective is considered

to be the minimization of perceived purchasing risk, which in turn helps cultivate a

trust-based relationship. Brand awareness can influence consumers perceived risk

assessment and their confidence in the purchase decision, due to familiarity with the

brand and its characteristics.

CHAPTER 2

2.1 INDUSTRY PROFILE :

Global Scenario

The Global textile and clothing industry is worth over US$4,395 billion with

clothing accounting for 60 percent of the market and textiles remaining 49 percent.

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USA and European Union(EU) together dominate consumption, accounting for 64

per cent of clothing consumption and 39 percent of textile consumption.

Industry Insight-Indian Textile

USA and EU together for a majority of worlds home textile imports. Among

the other counters Japan, Australia and New Zealand are the biggest consumers of

home textiles. With World Trade Organization (WTO) replacing Multi-fiber

agreement (MFT), global textile industry is slated to undergo major structural

changes.

The Globalization of the textile trade will increase sourcing from developing

countries owing to low labour costs and indigenous fiber supplies. The Countries such

as China and India, who are already out of the quota system, will benefit. China is the

leading textile exporter in the world. Asian Countries such as India, Pakistan and

China, have a competitive advantage thanks to large cotton cultivation base and low

cost labour.

2.1.1 Indian Scenario

India is a traditional textile -producing country with textiles in general, and

cotton in particular, being major industries for the country. India is among the worlds

top producers of yarns and fabrics, and the export quality of its products is ever

increasing. Textile Industry is one of the largest and oldest industries in India.

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Textile Industry in India is a self-reliant and independent industry and has great

diversification and versatility. The textile industry can be broadly classified into two

categories, the organized mill sector and the unorganized decentralized sector.

The organized sector of the textile industry represents the mills. It could be a

spinning mill or a composite mill. Composite mill is one where the spinning, weaving

and processing facilities are carried out under one roof. The decentralized sector is

engaged mainly in the weaving activity, which makes it heavily dependent on the

organized sector for their yarn requirements. This decentralized sector is comprised of

the three major segments viz., power loom, handloom and hosiery. In addition to the

above, there are readymade garments , khadi as well as carpet manufacturing units in

the decentralized sector.

The Indian Textile Industry has an overwhelming presence in the economic

life of the country. It is the second largest textile industry in the world after China.

Apart from providing one of the basic necessities of life i.e. cloth, the textile industry

contributes about 14% to the country's industrial output and about 17% to export

earnings. After agriculture this industry provides employment to maximum number of

people in India employing 35 million people. Besides, another 50 million people are

engaged in allied activities.

Textile Industry contributes around 4% of GDP, 9% of excise collections,

18% of employment in industrial sector, and has 16 % share in the countrys export.

The Industry contributes around 25% share in the world trade of cotton yarn. India is

the largest exporter of yarn in the international market and has a share of 25% in

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world cotton yarn export market. India contributes for 12% of the worlds production

of textile fibers and yarn.

Indian textile industry is second largest after China, in terms of spindle age,

and has share of 23% of the worlds spindle capacity. India has around 6% of global

rotor capacity. The country has the highest loom capacity, including handlooms, and

has a share of 61% in world loom age. The Apparel Industry is one of largest foreign

revenue contributor and holds 12% of the countrys total export.

CHAPTER 3

3.1 COMPANY PROFILE:

RCG, a 60 million US $ company, vertically integrated textile major, has

been the forefront of quality and innovation since it's inception in 1991, having a

fantastic clientele across the Indian market, and in many countries across the globe.

RCG s infrastructure comprises of complete facilities required for knitwear

manufacturing, right from Knitting, Wet processing (dyeing), Finishing, Garmenting

and Retailing. The ultra modern facilities ensure maximum productivity, with

minimum work force required at every stage of production. The periodical

modernization at every factory ensures the updates best quality standards available in

Industry.

All factories are well planned and spaced to take care of future

expansion plans too, with all statutory compliances made up to date. All factories are

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environment friendly models, with minimum carbon emission and maximum

utilization of solar & wind power. Water wastage both industrial & domestic effluent

are treated well, and re-used in-house for factory as well as gardening.

As performance bars got raised to new heights and requirements started

becoming more demanding in nature, RCG realized that operational efficiencies are

the key to acquire the competitive edge, and hence the factories are strategically

spread over various places, according to the worker availability and their skill sets

present.

The Directors:

Mr. R. GOPALAKRISHNAN, (Chairman of the company)

Diploma Holder in Textile Technology, with 30 years experience in the

Industry. He spearheads on strategy of Company, with hands-on control over

manufacturing and export business .

Mr. R. SIVARAM, (Managing Director)

Diploma Holder In Civil Engineering, with 20 years experience in the Industry .He

heads all manufacturing and Retailing of Domestic brands.

They both lead a team of Dedicated, Energetic and Enthusiastic professionals devoted

to realize RCGs vision.

VISION:

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RCGs core values are centered on maintaining the highest standards of ethics and

business practices in order to achieve the overall objective of being a global player through the

relentless pursuit of perfection.

MISSION:

To grow Horizontally And vertically in all formats ( MBO, EBO, chain stores)through

continuous innovation by offering unparalleled value to create customer delight.

BUSINESS FORMAT :

The Royal Classic Groups (RCG) began as an exporter and gradually expanded its

wings in the national boundary as a textile giant with two brands under it. Various products are

manufactured like, shirts, t-shirts, trousers, denims, sportswear, loungewear, kids wear, and

supplied across the globe. All our garments are made in house and we have one of the best

facilities available to world standards.

Designing concepts keeps on transforming from season to season and as per the latest

trends.

Royal Classic Groups is structured into two main formats:

EXPORT DIVISION:

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Working across cultural boundaries requires a strong expertise on how cultural

variables affect outcomes. We leverage our expertise for achieving our clients' goals with our

professionals' knowledge, experience, diversity and passion. Our clients consistently say that

collaboration with our talented and resourceful team is a key reason why they choose to work

withus.

In Knits, RCG specializes in 100% Cotton and Blended fabrics with Polyester /

Modal / Spandex. We specialize in Yarn dyed stripes, Mercerized fabrics, Bio wash fabrics,

and Rotary prints etc. in all Jersey / Pique, Interlock and Rib constructions.

Having huge in-house fabric Knitting and Wet processing and latest finishing range,

we excel the International standards of fabrics with our Ultra modern plants. Product range

includes: Men's Premium Golf shirts, Crew neck Tees, A Tees, Men's basic briefs, Trunks and

Boxers, Infants clothing, Gift packs are our specialty.

DOMESTIC DIVISION:

Over the past 11 years, Royal Classic Groups has been continually improvising,

building new brands. RCG has now taken its brands Classic Polo and Smash to worldwide,

building a powerful franchise of thousands of loyal customers under its tree. Investments in

brand building have enabled the brands to occupy the top positions in their respective

categories, all the while allowing the brands to be continually developed.

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At Royal Classic Groups, we are constantly innovating to make your shopping

experience pleasant. Trust, Excellence, Quality, these are some of the abiding values that have

beenalliedwithus.

We produce 540+ designs per season that have found their way across the globe

with others. Our consistent focus on cutting-edge research and technology has resulted in

pioneering new products which have set new benchmarks in the textile industry. Having a

thorough grasp of the domestic market, which is a major advantage for Indian Retail

businesses. It is impossible for every locality to develop a common model; therefore, retail

businesses should use their accumulated experiences to come up with appropriate solutions.

And so, our brands have carved a niche in the mid-premium segment by showing a continuous

growth in its business graph and therefore we are unconditionally accepted by our customers.

BRAND LAURELS: RCG has been growing +60% years on year since inception.

In retail front, the company has an optimistics target to reach 100 exclusive stores

accrose India by March12.

Every year RCG launches 2-3 new brands in to the fashion industry apart from the

design innovation every year.

BRAND RETAIL PRESENCE:

The Brand is present all over India in 65 exclusive brand outlets and 3500 multi Brand

outlets.

Every design is an outcome of R&D which is in-house and is supervised by team of

international technicians.

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BRAND PROFILE:

Classic Polo was launched in 14 th feb of 2001,in technical collaboration with

Kitaro,Germany, 100% vertically integrated and the parent company with worth 420

corers.Classic Polo company ownes three other brand Viz., Swiss Club. O press, Smash.

Segment Description

Core Product Segment SMART CASUALS (mid premium)

Price and Positioning 20-35 years, upwardly mobile,SEC B+>>>

Target group U.S.P Widest range

Product Range Work wears T-shirts/shirts/trouser/cargos

/Jackets/sweater/Loungewear

Brand Promise Variety and Value for money .

The two major brands under the tree of Royal Classic Groups are:

CLASSIC POLO :

Classic Polo, one of the Indias finest indigenously manufactured complete

men's wardrobe solution which was launched in 2001, Feb 14th by Royal Classic

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Groups. The flagship brand of Royal Classic Groups, Classic Polo has over the years

metamorphosis into a dynamic and responsive brand in mens category. Today, it has

the privilege of being one of the few power brands for young professionals that fuses

international trends with innovative fashion, reasonably priced.

SMASH :

'Smash' the innerwear category from the house of RCG has carved its own place in the

IG/UG market. Smash stands for quality and comfort, positioned as a mid-segment brand.

Enjoys a very strong brand recall: The Red Bull stands for aggression, wild, a macho and

confident, characteristic that goes well with male category.

Infrastructure:

Innovation in manufacturing programs of garment occur in the production facilities

very often. The specialization reflets in the quality of the goods delivered, as the workers,

exclusives and machinery are trained and tuned for that purpose.

Cotton Farming

Ginning and Pressing

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Spinning

Yarn

Knitting

Dying and finishing

Garmenting

Captive Power plant

3.2 STATEMENT OF THE PROBLEM:

One of the major problem which Royal Classic Polo in Chennai faces is the

lack of maintenance of their products. So, the customers are not aware of some of the

products. Hence there arises lack of brand awareness especially for trousers.

Annual sales report of Classic polo shows that there was a decline in the

sales for trousers, whereas there was a good sale for t-shirts which makes the

company to be more profitable. So, the company starts to concentrate on the increase

of sale of t-shirts and pays less attention to increase the trouser sales.

To purchase more products and services, it requires more than simple brand

awareness. We also need to have positive evaluations and emotions about the brand.

Indeed, brands can increase their levels of brand awareness by performing poorly.

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This may explain why brands with enormous strategic problems and flagging sales,

register strong in brand awareness.

CHAPTER 4

4.1 DATA ANALYSIS AND INTERPRETATION

This chapter contains various Tables and Chart prepared from the entire

survey on the respondents who are the customers of Royal Classic Polo, Chennai

Table No.1

Respondents by Gender wise distribution

S.No Gender No. of Respondents Percentage

1. Male 76 762. Female 24 24

Total 100 100

Source: Questionnaire

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INTERPRETATION:

From the above table, It can be seen that out of 100 respondents 76% are

males and the other 24 % are females. Thus majority of the respondents are male.

This shows men show more interest than women in share market.

Chart 1

Respondents by Gender wise distribution

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Table No.2

Age of Respondents

S.No Age Percentage

1. 18- 25 Years 55

2 25-35 years 25

2. 35-45 Years 12

3. 45 and above 8

Total 100


INTERPRETATION:

From the above Table No.2, it is clear that out of 100 respondents, 55% are

between 18-25 years of age, 25% are between 25-35 years of age,12% are between

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35-45 years of age and 8% are above 45 years of age. Thus it is concluded that a

majority of the respondents are between 18 to 25 years of age group. These shows

18-25 years of age group shows more interest in share market.

Chart No.2

Age of the Respondents

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Table No.3

Type of Customer

Type Value PercentageTrader 40 40%

Speculator 14 14%

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Investor 46 46%


INTERPRETATION:

As per the above Table it is very clear that out of 100 respondents, 40% of the

respondents are Traders. 46% of respondents believe in long term investment

And 14% of respondents are speculators.

So, from the study it is understood that long term investment is the main

objective of the customers.

CHART NO 3

TYPE OF CUSTOMERS

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Table No.4

General Impression about Royal Classic Polo

S.No General Impression Percentage

1. High quality service 52

2. More Reliable and user friendly 18

3. Good customer support 8

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4. Low brokerage slabs 12

5. Quick fund transfer 10

Total 100


INTERPRETATION:

From the above Table it can be understood that out of all respondents, 70%

respondents general impression about Royal Classic Polo is it offers High quality

service and reliable

And 8% of respondents general impressions about Royal Classic Polo is It

offers good customer support.

Therefore, according to the above analysis majority of the respondents

believes that Royal Classic Polo gives high quality service and reliable.

Chart No.4

General Impression about Royal Classic Polo

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0

10

20

30

40

50

60

Percentage

High qualityservice

More Reliableand user friendlyGood customer support

Low brokerageslabs

Quick fund

transfer

Table No.5

How Familiar with Royal Classic Polo

S.No Opinion Value Percentage

1. Never heard of RoyalClassic Polo 14 14%

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2.Heard of Royal ClassicPolo but never buy their

products30 30%

3 Buy their productsoccasionally 35 35%

4 Buy their products on aregular basis 21 21%

5 Total 100 100%


INTERPRETATION:

From the above Table it can be understood that out of 100 respondents, 56%

of customers have bought Royal Classic Polo products and 44% of respondents never

buy their products.

And also out of 100 respondents 86% of respondents are aware of Royal

Classic Polo.

Therefore according to the above analysis only 14% of respondents never

heard about Royal Classic Polo.

Chart No. 5

How Familiar with Royal Classic Polo.

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0

5

10

15

20

25

30

35Never heard of Royal ClassicPolo

Heard of RoyalClassic Polobut never buytheir products

Buy their productsoccasionally

Buy their products on aregular basis

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Table No.6

How memorable the logo of Royal Classic Polo

S. No How memorable the logoof Royal Classic Polo Percentage

1. It is not memorable as wellas unique 2%

2. It is memorable, but it isnot unique 16%

3. It is not memorable, but itis unique 10%

4. It is memorable, it isunique 40%

5. It is very memorable, it isvery unique 32%

Total 100%


INTERPRETATION:

From the above Table No.6, it can be understood that out of 100 respondents,

40% of customers said that Royal classic polo logo is memorable as well as unique,

32% of customers said that Royal classic Polo logo is very memorable, it is very

unique.

Only 2% of customers said that Royal classic Polo logo is not memorable as

well as unique.

Other 26% of customers said that Royal classic Polo logo is whether

memorable or unique.

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Chart No.6

How memorable the logo of Royal classic Polo

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Table no.7

Where have you seen advertisements for Brand Royal classic Polo

S.No Advertisements for BrandRoyal classic Polo Percentage

1. Billboards 2%

2. Magazines 6%

3. Newspapers 10%

4. Online 72%

5. Public transportation 2%

6. Other(TV, Radio etc) 8%

Total 100%

INTERPRETATION:

From the above Table No.7, it can be understood that out of 100 respondents,

72% of respondents have seen advertisement of Royal classic Polo through Online,

only 16% of respondents have seen advertisement of Royal classic Polo in Magazines

and Newspapers. 4% of respondents have seen the advertisements in billboards and

public transportation and 8% of respondents have seen in TV and Radio etc.

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Chart No.7

Where have you seen advertisements for Brand Royal classic Polo

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Table no: 8

Product Awareness

S. no Type of products Percentage1 Mutual funds 82 Commodity 73 Demat 65

4 Nfo 45 Ipo 66 More than one 10

Total 100


INTERPRETATION:

From the above Table No.8, it can be understood that out of 100 respondents

65% of respondents are aware of Demat A/C ,7% of respondents aware of

Commodity and 8% Aware of Mutual Funds.

And 10% of respondents are aware of more than one product of Royal classic

Polo.

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Chart No.8

Products awareness

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Table no: 9

Awareness about Classic Polos Software

AWARNESS ABOUTSOFTWARES

NO OF RESPONDENTS

CLASSIC POLO PLUS 52

CLASSIC POLO SWIFT 13

CLASSIC POLO EASY 35

TOTAL 100

INTERPRETATION:

From this we are clear that 52% of the people use classic polo plus and

13% prefers classic polo swift and 35% prefers classic polo easy

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Chart No.9

Awareness about Classic Polos software

0

10

20

30

40

50

60

NO OF RESPONDENTS

CLASSICPOLO PLUSCLASSICPOLO SWIFTCLASSIC

POLO EASY

Table No.10

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Percentage of Satisfied Customers with Classic polo software

S.NoAre you satisfied with

software Percentage1. Yes 902. No 10

Total 100

INTERPRETATION:


90% of respondents are fully satisfied with Classic polos software only 10% of

respondents are not satisfied with software, because it is not user friendly and also has

a lot of technical terms which makes the software little complicated.

Chart No.10

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Percentage of Satisfied Customers with Royal Classic Polo

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Table No.11

Brokerage plans of Royal Classic Polo

S.No Are you aware of brokerage rates Percentage

1. Yes 822. No 18

Total 100

INTERPRETATION:


82% of respondents are aware of brokerage plans given by Royal Classic Polo Only

18% of respondents are not aware of plans of Royal Classic Polo.

Chart No.11

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Awarness about brokerage rates

Table No.12

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Customers suggestion about new products

S.NoWay of approach to

customers Percentage

1.Show you through a

brochure, mailer or your website

50

2. Through a telephone call or visit by a representative. 42

3. Getting a sample for hands-on experience 8

Total 100

INTERPRETATION:


50% of respondents like to show the new products of Royal Classic Polo you through

a brochure, mailer or their website 42% of respondents like to tell them Through a

telephone call or visit by a representative. Only 8% of respondents like to get a

sample for hands-on experience.

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Chart No.12

Customers suggestion about new products

Table No.13

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Quality of service

S.No Quality of service Percentage

1. Extremely unsatisfactory 4%2. Unsatisfactory 6%

3. Average 52%

4. Satisfactory 26%

5. Extremely satisfactory 12%

Total 100

INTERPRETATION:


52% of respondents feel that Royal Classic Polo provide them an average service.

26% of respondents feel that quality of service received by Royal Classic Polo is very

satisfied.12% of respondents feel quality of service received by Royal Classic Polo is

first-class. Only 10% of respondents feel that quality of service received by Royal

Classic Polo is Unsatisfactory this is because no proper communication and no proper

customer care department

Chart No.13

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Quality of service

Table no: 14

Royal Classic Polo Products

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S. no Products No of respondentsever purchased the

products

1 Mutual funds 152 Commodity 353 Equity shares 64 Nfo 105 Ipo 216 More than one 13

Total 100

INTERPRETATION:

From this we come to know that 15% of the respondents purchased the

products through mutual funds and 35% through commodity and 6% through equity

and 10% through Nfo and 21% through Ipo and 13% through more than this.

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Chart no: 14

Royal Classic Polo Products

CHAPTER 5

5.1 FINDINGS SUGGESTIONS AND CONCLUSION

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5.1(I) FINDINGS:

Nearly 76% of the male prefer share market.

People in the age limit of 18 to 25 years are mostly doing online trading.

Nearly 64% of customers are saying that Classic polo offers high quality

service.

Classic polo mainly concentrates on demat account opening.

Around 90% of people are fully satisfied with software provided by Classic polo

According to the quality of service given by Classic polo only 10% of people

are not satisfied with Classic polo.

According to the survey Classic polo is very friendly and also very reliable with

their customers and more systematic in nature.

Most of the customers are fully aware of the Classic polos products and

services.

Percentage of non trading customers in Classic polo is very less.

5.2(ii) SUGGESTIONS:

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To attract middle class people Classic polo should give their advertisement

through media like Television, Radio, Newspaper etc...

They should concentrate on other products also other than demate.

Classic polo Plus software is one of the major advantages of Classic polo so it

should be user friendly.

They should reorganize the customer care department and also relationship

management department.

Punctual and efficient level is low in Classic polo so they should improve

these two.

Proper communication system is also lacking so they should appoint some

person to manage the communication system.

They should concentrate on all the products they sale.

They should be aware of their product strategy always.

5.3( C ) CONCLUSION:

As per the analysis, the clients are satisfied some aspects like securedto trade on online with Classic polo, Brokerage charges, Overall services of Classic

polo and quality of Online trading product. The satisfaction level regarding product

and services varies from one another. Even though the clients are satisfied, the

company must upgrade its product and services in order to convert the satisfaction

level to delight one.

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I have noticed that some of the clients are said that they are not

getting much proper response after opening account, so Classic polo should take

necessary steps to reduce the grievances of the client.

This study also shows that the clients are aware with the present product and services

of Classic polo. Their satisfactory level is also very good but in some cases they are

not satisfied with Classic polo. Even though Innovation and reliability make Classic

polo as a leading brokerage company in India.

BIBILIOGRAPHY

www.rcg.in

www.capitaline.com

www.brandawareness.com

www.google.com

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http://www.rcg.in/http://www.capitaline.com/http://www.brandawareness.com/http://www.google.com/http://www.rcg.in/http://www.capitaline.com/http://www.brandawareness.com/http://www.google.com/


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ANNEXUREANALYSIS OF BRAND AWARNESS AND BRAND PERCEPTION OFCUSTOMERS WITH RESPECT TO CLASSIC POLO, CHENNAI

1) Name :

2) Gender : Male Female

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3) Age : 18 TO 25 years 25 to 3535 to 45 above 45 years

4) Which type of customer you are Trader Speculator Investor

5) What are your general impressions of Classic polo ?

1. High quality service2. More reliable and user friendly3. Good customer support4. Low brokerage5. Quick fund transfer

6) How familiar are you with Brand Name Classic polo ?

1. Ive never heard of Classic polo2. Ive heard of Classic polo but never buy their products3. I buy their products occasionally4. I buy their products on a regular basis

7) How memorable would you rate the logo of Classic polo?

1. It is not memorable or distinct, it is not unique2. It is memorable or distinct, but it is not unique3. It is not memorable or distinct, but it is unique4. It is memorable or distinct, it is unique5. It is very memorable or distinct, it is very unique

8) Where have you seen advertisements for Brand Classic polo?1. Billboards2. Magazines3. Newspapers4. Online5. Public transportation6. Other

9) Which of the following Classic polo products are you aware of?1. Mutual Funds2. Commodity3. Demat4. NFO5. IPO6. If more than one please specify

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10) Which of the Classic polo soft wares are you aware of?

1. Classic polo Plus2. Classic polo Swift3. Classic polo Easy

4. If more than one please specify

11) Are you satisfied with software provided by Classic polo?

Yes No

If No please specify the reasons

12) Are you aware of brokerage percentage given by Classic polo?YES NO

13) In thinking about the quality of service you have received from us recently, howdid we fare?

1. Extremely unsatisfactory2. Unsatisfactory3. Average4. satisfactory

5. Extremely satisfactory

If you indicated Unsatisfactory or extremely unsatisfactory, please could you tellus what happened?

15) Which of the following Classic polo product have you ever purchased?

1. Mutual Funds2. Commodity3. Equity shares4. NFO5. IPO

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6. If more than one please specify

Documents

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