A STUDY ON BRAND EQUITY AND MEDIA EFFICIENCY

8/20/2019 A STUDY ON BRAND EQUITY AND MEDIA EFFICIENCY

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A PROJECT REPORT

ON

ADVERTISING MANAGEMENT

A STUDY ON BRAND EQUITY

AND MEDIA EFFICIENCY

Project submtte! " #$rt$% &u%&%%me"t &or t'e $($r! o&

t'e De)ree o&

MASTER OF BUSINESS ADMINISTRATIONBY

DEC*ARATION

I here by declare that this Project Report titled

A STUDY ON BRAND EQUITY AND MEDIA EFFECIENCY

Submitted by me to the Department of Business Management,

XXXX, is a bonafide wor undertaen by me and it is not

Submitted to any other uni!ersity or Institution for the award of any

Degree diploma " certificate or published any time before#

$


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%ame and &ddress of the student Signature of the Student

AC+NO,*EDGEMENT

I,the student of XXXX successfully

'ompleted our project on (& Study on the Performance of

Brand )*uity + Media )fficiency under the guidance of XXXX

I ha!e recei!ed a lot of help, unflinching support and co-

operation from XXXX# during the project#

.astly , I con!ey my thans to each + e!ery one who has

contributed directly or indirectly to the successful completion

of this project#

/


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CONTENTS-

TOPICS P$)e No.

)0ecuti!e Summary

&bout the Subject

&bout the company

1istory of the glass

2uestionnaire

Data &nalysis

Brand building + Media )fficiency

Suggestions

Bibliography

3


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INTRODUCTION

4his study essentially is about how a brand e*uity and media efficiency

trying to establish for itself a new identity and image# It studied further

as to what obstacles and shortcomings it faces as it tries to create for

itself a more modern image# 4his study further ascertains the ad!ertising

and mareting mechanisms that Saint-5obain has adopted to date and

then with the help of e0ternal customers# 4his study also aims at finding

the gaps between the perception of the management and the customers#

6ith the help of the abo!e, in consultation and continuous interaction

with the Saint-5obain management, we ha!e attempted to pro!ide

suggestions as regard both ad!ertising techni*ues and practices as well as

what ind of an ad!ertising campaign the company may undertae#

7inally, we ha!e taen a close loo at the customer retention and loyalty

programs of the company and ha!e suggested for the impro!ements of

the same#

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ABOUT T/E SUBJECT

&d!ertising is the promotion of goods, ser!ices, companies and ideas, usually

by an identified sponsor# Mareter see ad!ertising as part of an o!erall

promotional strategy# 9ther components of the promotional mi0 include

publicity, public relations, personal selling and sales promotion#

&d!ertising is a management function# 6hile ad!ertising is the e!ent,

ad!ertising management is the whole process a function of mareting starting

from maret research continuing through ad!ertising leading to actual sales or

achie!ement of objecti!e# But ad!ertising management does not stop here# It

goes further in regard to e!aluation of the whole cost benefits that were

in!ol!ed in the whole e0ercise#

4his means that if there is a public ser!ice ad!ertising with an objecti!e to

increase domestic sa!ing, the e!aluation would tae place in terms of the actual

increase in domestic sa!ings as can be found from bans and other financial

institutions# If its about a launch of a new product, then the e!aluation would

be in terms of benefits deri!ed from the cost sun in the ad!ertising campaign#

&d!ertising management incorporates !arious speciali:ed sub-functions lie

media strategy, message strategy, media planning, media buying etc#6hilead!ertising management is an inseparable part of the mareting department,

usually, and the mareting department of an organi:ation is concerned more

with maret research and e!aluation of results#

)!ery element of an ad!ertising campaign is different# & companys ad!ertising

campaign may be carried out with the help of the following;

Brochures'atalogs

Print projects

Direct mail

Sales letters

4ele!ision and radio

9nline ad!ertising


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ABOUT T/E COMPANY

SAINT-GOBAIN CREATES HISTORY:

In 1917, when French Prime Minister Clemenceau was saved from an assassin’sbullet. The bullet was stoed b! the "lass #indshield of his car. $nd the "lass

was from %aint&'obain.

FOUNDATION FOR THE FUTURE:

The twentieth centur! ushered in the modern era of the "lass industr!.$utomobiles revolutioni(ed transortation while s)!scraers redefined thes)!line. The ever&evolvin" needs of form function and aesthetics laced "reater

demands on the *ualit! and diversit! of "lass roducts re*uired. $nd %aint&'obain was read! for the challen"e. #ith its firm commitment to *ualit!, hu"einvestments in technolo"! and unmatched assion for innovation, %aint&'obainled the develoment in the "lass industr!. %aint&'obain invented therevolutionar! twin&"rindin" rocess and ioneered bent&"lass technolo"!, whileromotin" temered "lass usa"e throu"h the well )nown %ecurit! brand andestablishin" new %tandards in manufacturin" *ualit! float "lass. These were alsothe milestones which aved the wa! for %aint&'obain in establishin" a firmfoundation for the future.

LOOKING TOWARDS THE HORIZON:

Toda!, %aint&'obain is a Fortune + coman!, 1- emlo!ees with oerationsin / countries, and annual sales e0ceedin" s.1, 2+,7 crores. 3ut all this hasnot chan"ed %aint&'obain’s attitude towards its customers. 4ver! customer isstill )in". 5i)e the 5ouvre P!ramid, embellished with %aint&'obain "lass 6 thecoman! too, has transcended time, servin" as a uni*ue, seamless lin) betweenthe ast and the future. #ith its rich histor!, enviable tradition and commitment tocontinuous innovation, %aint&'obain continues to redefine the standards of "lassma)in", time and a"ain. $fter all, it has been the future of "lass. %ince1//+.

=


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ABOUT T/E G*ASS-

G%$ss-

.

5lass can be made transparent and flat, or into other shapes andcolors as shown in this sphere from the >errerie of Brehat in

Brittany#

G%$ss is a uniform material of arguable phase ?where the word

@phase@ is used to describe either a gas, li*uid, or solidA, usually

produced when the !iscous molten material cools !ery rapidly to

below its glass transition temperature, without sufficient time for a

regular crystal lattice to form# 4he most familiar form of glass is the

silica-based material used for household objects such as light bulbs

and windows# 5lass is a biologically inacti!e material that can beformed into smooth and imper!ious surfaces# nder tension, glass is

brittle and will brea into sharp shards# nder compression, pure

glass can withstand a great amount of force# 4he properties of glass

can be modified or changed with the addition of other compounds or

heat treatment#

C


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Most glasses contains about CEC/ F by weight of silicon dio0ide

?Si9/A# 4he most common form of glass is soda-lime glass, which

contains nearly 3 F sodium and calcium o0ides or carbonates#

Pyre0 is borosilicate glass containing about $ F boric o0ide# .ead

crystal is a form of lead glass that contains no less than /8 F lead

o0ide#

4he major raw material of glass is sand ?or @*uart: sand@A that

contains almost $ F of crystalline silica in the form of *uart:#

&lthough it is almost pure *uart:, it may still contain a small amount

?less than $ FA of iron o0ides that would color the glass, so this sand is

usually depleted before production to reduce the iron o0ide amount to

less than #< F# .arge natural single crystals of *uart: are pure

silicon dio0ide, and upon crushing are used for high *uality specialty

glasses# Synthetic amorphous silica, an almost $ F pure form of *uart:, is the raw material for the most e0pensi!e specialty

G


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HISTORY OF THE GLASS

Phoenicia and Egypt:

& piece of 9bsidian

%aturally occurring glass, such as obsidian, has been used since the

stone age# &ccording to Pliny the )lder, the Phoenicians made the

first glass;

4he tradition is that a merchant ship laden with nitrum ?soda and

potashA being moored at this place, the merchants were preparing

their meal on the beach, and not ha!ing stones to prop up their pots,

they used lumps of nitrum from the ship, which fused and mi0ed

with the sands of the shore, and there flowed streams of a new

translucent li*uid, and thus was the origin of glass#

4hat the Phoenicians used glass as a gla:e for pottery was nown as

early as 3 B'# 1owe!er, there is archaeological e!idence to

support the claim that the first glass was made in Mesopotamia#

5lass beads, seals, and architectural decorations date from around

/


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refractor of light# 4he earliest nown beads from )gypt were made

during the %ew Jingdom around $


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Rom$"s

Roman 5lass Beaer from the 8th 'entury D#

Roman 5lass

4he Roman )mpire de!eloped many new techni*ues for the creation

of glass# 4hrough con*uest and trade, the use of glass objects and the

techni*ues used for producing them were spread as far as

Scandina!ia, the British Isles and 'hina# 4his spreading of

technology resulted in glass artists congregating in areas such as

&le0andria in )gypt where the famous Portland >ase was created,

the Rhine >alley where Bohemian glass was de!eloped and to

By:antium where glass designs became !ery ornate and where

processes such as enamelling, staining and gilding were de!eloped#

&t this time many glass objects, such as seals, windows, pipes, and

!ases were manufactured# 6indow glass was commonly used during

the $st century B'# )0amples found in Jaranis, )gypt were

translucent and !ery thic# &fter the fall of the )mpire, the )mperor

'onstantine mo!ed to By:antium where the use of glass continued#

1owe!er, in the rest of the )mpire, the use of glass declined and

many techni*ues were forgotten# 4he production of glass did not

$$


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completely stop, it was used throughout the &nglo-Sa0on period in

Britain# But it did not become common again in the 6est until its

resurgence in the Cth century#

Euro#e

& $=th 'entury Stained 5lass 6indow

5lass objects from the Cth and Gth centuries ha!e been found on the

island of 4orcello near >enice# 4hese form an important lin between

Roman times and the later importance of that city in the production

of the material# &round $ &D, an important technical

breathrough was made in %orthern )urope when soda glass,

produced from white pebbles and burnt !egetation was replaced by

glass made from a much more readily a!ailable material; potash

obtained from wood ashes# 7rom this point on, northern glass

differed significantly from that made in the Mediterranean area,where soda remained in common use#

4he $$th century saw the emergence in 5ermany of new ways of

maing sheet glass by blowing spheres# 4he spheres were swung out

to form cylinders and then cut while still hot, after which the sheets

were flattened# 4his techni*ue was perfected in $3th century >enice#

4he $$th century also saw the emergence of glass mirrors in Islamic

Spain# ntil the $/th century, stained glass, glass with metallic and

other impurities for coloring, was not widely used#

4he 'rown glass process was used up to the mid-$Gs# In this

process, the glassblower would spin appro0imately pounds ?8 gA

of molten glass at the end of a rod until it flattened into a dis

appro0imately < feet ?$#< mA in diameter# 4he dis would then be cut

into panes# >enetian glass was highly pri:ed between the $th and

$8th centuries# &round $=GG, a process for casting glass was

de!eloped, which led to its becoming a much more commonly used

$/

http://wiki/Metrehttp://wiki/Metre


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material# 4he in!ention of the glass pressing machine in $G/C

allowed the mass production of ine0pensi!e glass products#

4he cylinder method of creating flat glass was first used in the

nited States of &merica in the $G/s# It was used to commercially

produce windows# 4his and other types of hand-blown sheet glass

was replaced in the /th century by rolled plate glass#

Glass in buildings

5lass has been used in buildings since the $$th century# ses for

glass in buildings include as a transparent material for windows, as

internal gla:ed partitions and as architectural features#

It is also possible to use glass as a structural material, for e0ample in

beams and columns as well as in the form of @fins@ for wind

reinforcement, which are !isible in many glass frontages lie large

shop windows# Safe load capacity is howe!er limited as although

glass has a high theoretical yield stress, it is !ery susceptible to

brittle ?suddenA failure, and has a tendency to shatter due to locali:ed

impact# 4his particularly limits its use in columns as there is a ris of

!ehicles or other hea!y objects colliding with and shattering the

structural element# 9ne well nown e0ample of a structure madeentirely from glass is the northern entrance to Buchanan Street

subway station in 5lasgow#

5lass in buildings can be of a safety type, including wired,

toughened and laminated glasses# 5lass fibre insulation is common

in roofs and walls# 7oamed glass, made from waste glass, can be

used as lightweight, closed-cell insulation#

&s insulation, glass ?e#g# fiberglassA is also used# 'oming in long,

fluffy-looing sheet, it is commonly found in homes# fiberglass

insulation is used particularly in attics - this is gi!en an R-rating,

denoting the insulating ability#

$3


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Calculation of glass properties

5lass properties can be calculated through statistical analysis of

glass databases such as Sci5lass and Interglad# If the desired glass

property is not related to crystalli:ation ?e#g#, li*uidus temperatureA

or phase separation linear regression can be applied using common

polynomial functions up to the third degree# Below is an e0amplee*uation of the second degree# 4he C -!alues are the glass component

concentrations lie %a/9 or 'a9 in percent or other fractions, the b-

!alues are coefficients, and n is the total number of glass

components# 4he glass main component silica ?Si9/A is e0cluded in

the e*uation below because of o!er-parametri:ation due to the

constraint that all components sum up to $F# Many terms in the

e*uation below can be neglected based on correlation and

significance analysis#

4he li*uidus temperature has been modeled using neural networs

regression in the following article; '# Dreyfus, 5# Dreyfus; @&

machine learning approach to the estimation of the li*uidus

temperature of glass-forming o0ide blends@H

It is often re*uired to optimi:e se!eral glass properties

simultaneously, including production costs# 4his can be performed ina spreadsheet as follows;

$# .isting of the desired propertiesH

/# )ntering of models for the reliable calculation of properties

based on the glass composition, including a formula for

estimating the production costsH

3# 'alculation of the s*uares of the differences ?errorsA between

desired and calculated propertiesH

8# Reduction of the sum of s*uare errors using the Sol!er option

in Microsoft )0cel with the glass components as !ariables#

It is possible to weight the desired properties differently# Basic

information about the principle can be found in the article

$8


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G*ASS MANUFACTURERS-

Asahi India Safety Glass - Tempered, windscreens andauto safety glassExcel Glasses - Manufacturer of soda lime and int glasswareGarg a! Glass - Industrial glassware manufacturer

Glass "i!er Textile - "i!re glass cloth manufacturerGu#arat Glass - Manufacturer of glass !ottles $ containers%industhan &ational Glass - Glass manufacturer 'ain Scienti(c Glass )or*s - Manufacturer of scienti(c,la!oratory $ industrial glassware 'anta Glass )or*s - Supplier of empty glass !ottles, #ars $containers 'eet Glass - +ullet pro and insulated glass 'indal Art Glass - Glass panels, lamps and security doorsdealerMagnum Glass )or*s - a!oratory $ industrial glassware

Malhotra Scienti(c Glass )or*s - a!oratory glassapparatus $ graduated glasswareSaint-Go!ain etrotex - Glass (!er reinforcements forcomposites, .em-"I, (laments $ textiles yarnScam a! Glass - a!oratory glassware fa!rication Tensil Glass - a!oratory glassware manufacturer

/niglass Industries - Glass tempering ser0icesensil a!oratory Glassware - a!oratory glassware $plasticware

$


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QUESTIONNARE-

0. PERSONE* DETAI*S

NAME-

S/OP NAME-

ADDRESS-

P/ONE-

/O, MANY YEARS YOU /AVE BEEN ASSOCIATED ,IT/ G*ASS

BUSINESS

.ast $-$< years

1. ,/AT TYPES OF G*ASS YOU SE** IN YOUR S/OP2

3 C*EAR 3 MIRROR

3 TINTED G*ASS 3 FIGURED G*ASS4 PIN /EAD

$=


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5. ,/AT ARE T/E BRANDS T/AT ARE AVAI*AB*E IN G*ASS

MAR+ET2

3 SAINT6GOBAIN 3 MODI4GG* 3AS/AIF*OAT4AIS 3 T/RIVANI

3 BOROSI*

$C


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7. ,/AT ARE T/E BRANDS YOU SE** IN YOUR S/OP2

3 SAINT6GOBAIN 3 MODI G*ASS

3 AS/AI F*OT4ASI 3 T/RIVANI3 BOROSI*

$G


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8. YOUR CUSTOMER AS+S T/E G*ASS BY BRAND NAME2

$


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9. IF YES ,/IC/ BRAND IS A POPU*AR C/OICE

/


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3 SAINT6GOBAIN 3 MODI G*ASS

3 AS/AI F*OT4ASI 3 T/RIVANI

3 BOROSI*

/$


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:. BRAND C/OICE OF YOUR CUSTOMER FOR T/E

FO**O,ING

PRODUCTS

C*EART/INE

;1.8mmTO9mm<

0=>

C*EART/I+E

;?mmTO01mm<

1=>

TINTEDG*ASS4DESIGN

G*ASS

08>

MIRROR 5=>

REF*ECTIVE 18>

//


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G# BK 619S) S55)S4I9% P)9P.) &SJ BR&%D %&M)SL

'&RP)%4)R &R'1I4)'4

7&BRI'&49R BI.D)R

M)DI&"&D>)R4ISI%5

# 61&4 IS K9R R)7.)'4I>) 5.&SS S&.)S P)R M9%41

NN$#)

5.&SSL

/3


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'9.9R 41I'J %)SS

.ight 5old 8-


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05. IF NOT@ FROM ,/OM DO YOU PURC/ASE

G*ASS.

/


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07. /O, MANY CUSTOMERS INSIST ON A BRAND NAME

BASED ON TV COMMERCIA*.

A.< 1848= !e$%ers s$! most o& t'em

08. ,/AT ARE T/E ADVERTISEMENTS OF G*ASS YOU

/AVE

SEEN

PRODUCT COMPANY C/ANNE*

C*EAR G*ASS SAINT GOBAIN G TV

MIRROR MODI /BO

REF*ECTIVE ASA/I F*OAT ESPN

/=


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09. ,/AT IS T/E PREFERAB*E *OCA* C/ANNE* FOR

T/E

ADVERTISING

0. NE,S C/ANNE*S1. SUN NET,OR+

/C


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0:. ADVERTISEMENT FEED BAC+

C*EAR G*ASS ADDS

/A ADD

/AVE YOU SEEN T/IS ADD2

,/AT YOU PURSUED FROM T/E ADD2

It’s ver! clear

/G


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RESTAURANT ADD



It’s effective add and entertainin"

/


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ENTRANCE DOOR ADD


,/AT DO YOU PURSUED FROM T/E ADD2

The "lass is not visible

+ID DRA,ING ADD

3


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The bo! showin" a "lass here which is not visible to the viewers

3$


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0?. REF*ECTIVE G*ASS

CRABE ADD



4n8o!ed b! all reflects heat and ma)e the ortion cool and oneside transarent

BAY ,ATC/ ADD

3/


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4ver! one is en8o!in" reflects heat and ma)es the ortion cooland one side transarent

33


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0. MIRROR G*ASS

BOY TOI*ET



$s clear as ori"inal loo)

38


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MUSEUM ADD



It is ver! useful for all. $s clear as ori"inal loo)

3


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SUPER MAR+ET ADD



'lass is ver! clear so in situations li)e this it ma! be dan"erous

3=


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RAN+ T/E FO**O,INGMEDIA

TV ADVERTISING

PRINT MEDIA ;NE,S PAPER<

0 1 5 7 8

OUT DOOR 4 /ORDINGS

0 1 5 7 8

DANG*ERS4BANNERS4POSTERS4POP

0 1 5 7 8

INTERNET 4CA** CENTER

BUDGET ANA*YSIS OF SAINT6GOBAIN

0 1 5 7 8

0 1 5 7 8

3C


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Saint-5obain spending $crores for ad!ertising and media efficiency in media

and print-media point of purchase in India per annum#


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BRAND EQUITY AND MEDIA

EFFICIENCY OF T/E

SAINT6GOBAIN

'ustomer percei!ed *uality

Brand loyalty

Brand awareness

Media )fficiency

'ustomer percei!ed *uality;

&ccording to the sur!ey done by our group, CF of the customers

sur!eyed fall in good and !ery good category where as 3F of the

customers fall in fair and poor category in terms of ser!ice *uality

pro!ide by Saint-5obain to its customers# 4his means Saint-5obainhas not been able to ser!e their customers up to the international

standards since 3F of the customers feel the ser!ices are not up to

the mar#

Saint-5obain as a brand is still percei!ed fa!orably by the customers

but in order to mae the brand Saint-5obain more strong and

powerful it needs to impro!e upon its brand e*uity# &nd if it does it,

it may become the most fa!ored brand among the customers#

Brand loyalty;

4he sur!ey done by our group re!eals that a large chun of

customers ?=


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the brand# Some of the customers sur!eyed had intense loyalty

towards the brand#

4herefore, we could inter from the abo!e that brand Saint- 5obain

enjoys customer loyalty to the highest le!els# 4his means Saint-

5obain as a single brand is !ery strong in the !iews of its customers

which would help saint-5obain in building its brand !ery strong#

Brand &wareness;

4he brand Saint-5obain was successful at building awareness#

&ccording to the sur!ey conducted on the customers by our group,

all of them were aware of the brand Saint-5obain# &nd the

customers to whom Saint-5obain was referred and recommended

also new about brand Saint-5obain# 4hey had positi!e approach

towards the brand Saint-5obain# 4he brand recall was also !ery

strong among the customers of saint# Saint-5obain is able to

maintain the brand recall appro0imately the same as its competitors

most of which had

been supported by the ad!ertising acti!ities that has been undertaen

by them#

Brand communication is a long-term e0ercise that has to be carried

out with a great degree of regularity and consistency# 6ith the

efforts that Saint-5obain has put behind the brand in the last two to

three years, they ha!e deri!ed good mileage# Brand research showsthat Saint-5obain now has an unaided brand recall with $"< th of our

targeted audience and is now in the consideration set of most

in!estors#

Media )fficiency;

4he company is using only few Medias such as !isual media, print

media, and point of purchase as the sources according to the

customer sur!ey !isual media and print media are placed $+/nd

So the saint gobain has been using effecti!e Medias for their

promotion#

8


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SUGGESTIONS-

Saint-5obain mostly preferring for ad!ertising lie Media and Print-

Media and internet + call centers# But according to customer opinion lie

4> commercials are !ery popular ?increase ad!ertising many channelsA#

5lass 'ompany should concentrate more in reflecti!e glass because of

5rowing infrastructure e0penditure#

&s now a days builders prefer colour glass for construction# So therefore

Increase !ariety in colours in reflecti!e glass#

'ompany to increase their on des champions to increase the retile

business#

8$


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RESEARC/ MET/ODO*OGY-

4he methodology adopted to conduct the research ?primary and secondaryA for this

study is as follows;

Primary Research 6or;

$# Initial step was to ha!e an e0tensi!e discussion with the S&I%4-

59B&I% management regarding the strategies that they follow in order

to build and maintain their brand in the maret#

/# Based on the discussions, customer satisfaction sur!ey

2uestionnaires were designed in order to carry out the sur!eys#

3# 2uestions regarding the brand e*uity among the customers andMedia efficiency towards the brand were ased from the dealers of

Saint-5obain#

8# &fter the sur!eys were conducted, the results of the same were

analy:ed and interpreted which can be seen in the latter part of

this project report#

Secondary Research wor;

$# 4his entailed collection of a!ailable data and information

/# 4he primary sources of this data was Saint-5obain office

located at 1yderabad#

3# 4he other source was the companys website, i#e#,

8# 4he material collected included in-house and e0ternal promotional

material, along with the companys annual report, basic policydocuments etc#

8/


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REFERENCES-

www#saint-gobin#com

www#google#com

www#wiipedia#com

'ompany brochures
http://www.saint-gobin.com/http://www.google.com/http://www.wikipedia.com/http://www.saint-gobin.com/http://www.google.com/http://www.wikipedia.com/

A STUDY ON BRAND EQUITY AND MEDIA EFFICIENCY

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