Final Report

Marico Industries

A Project Report on

“Brand Awareness, Brand Recall of Tirupati Oil & Gold Coin Tiles”

Courtesy:

Partial Fulfillment of the Requirement for theMaster of Business Administration Programme

Of Gujarat University, Ahmedabad

Submitted By:Mehta Amit (Roll No-51)

Sharma Kiran (Roll No-104)

S. K. Patel Institute of Management & Computer Studies,Gandhinagar.

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This is a report on ‘Brand Awareness, Brand Recall Of Tiruapati Oil Brand &

Gold Coin Tile Brand', courtesy Marico Industries Pvt Ltd, a work produced by

cooperation of a number of people interested.

We are especially beholden to Mr. Tarun Sarin for lending an enormous

amount of support as well as guidance throughout the project work.

Our thanking is also due to Prof. Regina Aldrin for having believed in

ourselves and making this Grand Project possible.

Further we would like to thank Prof. Chinnam Reddy (Director, SKPIMCS) for

having lent his guidance to us.

Finally, it is very much gratifying to note that the entire staff at the Marico

Industries Pvt Ltd has been very much helpful. We are deeply thankful to all of

them.

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This to declare, that the project report presented by us, is

original and produced by none other than us. The data that has been

collected and analysed is from primary source. This is also to affirm that this

report or any part has not been reproduced from any where else. This project

work or any part of this report has not been published anywhere else.

Amit Mehta

Kiran Sharma

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SR. No. Details Page no.

1 Title page2 Certificate

3 Declaration 4 Acknowledgement 5 Table of Contents6 Table of Illustrations/Charts 7 Executive Summary

8 Chapter 1: Introduction9 Chapter 2: Literature Survey10 Chapter 3: Research methodology

a) Study objectiveb) Scope of studyc) Method of data collectiond) SWOT,BCG, Porter’s Modele) Limitations

11 Chapter 4: Industry profile

12 Chapter 5: Company profile

13 Chapter 6: Theoretical Aspects of Study14 Chapter 7: Data Analysis & Interpretation 15 Chapter 8: Research Findings & Conclusion16 Chapter 9: Suggestions & Recommendations17 Annexure

18 Bibliography

19 Glossary

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As it was needed by the Gujarat University to do a Grand project for the

partial completion of the MBA programme, we were looking for doing it in the

FMCG sector. Getting an opportunity at Marico Industries Pvt Ltd,

Ahmedabad was the best we could get.

There under the supervision of Mr. Tarun Sarin we were asked to prepare a

proposal on what we wanted to do in our project. After having discussed with

him, we decided on conducting a survey on the

On starting our project work, The First step was to prepare the questionnaires

for Customer and Retailers. After that the next step was to decide about the

sample size and the area of survey. During this week, we got valuable

guidelines from our guide and after changing 2 formats the final

questionnaires for both Customers and Retailers were finalized.

So after spending just one week for the preparations, we finally started our

field work. The time for our work was generally morning and evening. We

were not allowed to enter the residential premises after 12.30pm and 7.30pm.

We used to interview the respondents asking them the questions in the

questionnaire and thus made it sure that the respondents understood the

exact meaning of the questions and gave valid responses.

There were many types of experiences which were similar to our summer

training and also faced some new experiences while questioning the retailers.

Bad or good, we were ready for any type of response. Many people found it

waste of time to fill up a useless piece of paper, as it was for just a project

purpose.

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It was not that we only had Bad experiences, we had many good experiences.

There were many respondents who treated us humbly. They used to ask us

for a glass of water and ask us about our studies too. They gave us many

suggestions how to improve our survey. When we used to say that we are

doing MBA and the survey is in our curriculum, it made a difference and

helped us to get good responses.

With the objective of finding the awareness of Parachute Oil we surveyed 200

respondents in different 4 areas of Ahmedabad. Most of the respondents were

aware an average we found that very few were aware of it and out of the

people who were aware, maximum were in construction business.

With the aim of finding the Brand awareness of Tirupati Oil & recall of the

advertisement we surveyed 200 respondents in different 14 areas of

Ahmedabad. On an average we found that all the respondents were aware of

the Brand. Very few respondents were able to recall the message and the

punch line, where as recall of the model (TV Actress) was the highest.

After proper analysis of the data collected we can recommend, that Gold Coin

Tiles needs more Advertisement/Hoardings in the market. For Tirupati Oil we

would like to recommend that some advertising campaign should be initiated

for the awareness of its Punch Line & the message that they want to convey

to the mass.

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The project was undertaken with the objective of understanding the behavior

of the customers and retailers regarding Parachute Coconut hair Oil.

CUSTOMER OBJECTIVES:

The type and brand of hair oil and the reasons for using it.

To study the reasons for using/not using Parachute hair oil.

To understand the motivational factors for buying more of

Parachute hair oil.

To know how the customer perceives Parachute Oil as :

Branded Product

Blue Bottle

To know the ratings given to Parachute Oil by the respondents

by keeping in mind the following dimensions:

Price

Quality

Purity

Packaging

Availability

RETAILER OBJECTIVES:

To study about the push factor regarding Parachute hair oil

To study the reasons for stocking Parachute hair Oil

To know whether offer plays a major role in selling of hair oil

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The project started on 20th January 2006 and the time period given for the

completion of project was 15 days. We were given four areas of old

Ahmedabad to be surveyed. These areas were: Maninagar, Isanpur,

Ghodasar and Gomtipur. In each of the areas the sample size was

distributed as 50 for the customers and 40 for the retailers, so it comes to

200 for customers and 148 for retailers, as in Gomtipur we were able to fill

up just 28 Questionnaires of retailers.

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[A] STUDY OBJECTIVES

CUSTOMER OBJECTIVES:

The type and brand of hair oil and the reasons for using it.

To study the reasons for using/not using Parachute hair oil.

To understand the motivational factors for buying more of

Parachute hair oil.

To know how the customer perceives Parachute Oil as :

Branded Product

Blue Bottle

To know the ratings given to Parachute Oil by the respondents

by keeping in mind the following dimensions:

Price

Quality

Purity

Packaging

Availability

RETAILER OBJECTIVES:

To study about the push factor regarding Parachute hair oil

To study the reasons for stocking Parachute hair Oil

To know whether offer plays a major role in selling of hair oil

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[B] Scope of the Study

(A) With respect to Primary data, Geographical scope of the study was limited to Ahmedabad City. The city was divided in the following regions:

1. Gomtipur2. Ghodasar3. Isanpur4. Maninagar

[C] Method of Data collection

(i) Sampling:

Sample designThe sample design for this project was a Probability Sampling

Design. Under the Random Sampling Techniques, Cluster Sampling

method was implemented.

Sample sizeThe sample size for this market study was taken as 200

samples for Customers and 148 samples for Retailers for the city area

of old Ahmedabad.

Sample unitThe sample unit for the project was the House wives for

Customers and owner of the shop for retailers.

(ii) Data Collection Sources:

Primary Data

Primary Data was collected with the help of questionnaires.

Secondary Data

Secondary data was collected through internet.

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“Advertising is salesmanship mass produced. No one would bother to

use advertising if he could talk to all his prospects face-to-face. But he can’t”

-Morris Hite

Advertising is of paramount importance in building and sustaining a business.

Most of the famous brands have been traditionally associated with strong

advertisements. The advertising industry is one that thrives on creativity and

innovation. Advertisements are essentially ideas turned into pictures and

images based on words.

Advertising evolved over a long period. The establishment of a market

economy shaped marked changes in the socio-economic structure. In ancient

times, the most usual method of advertising was “Word of Mouth”. If some

one liked something, he/she would tell to his/her friends. One of the earliest

forms of advertising is believed to be the messages in election campaigns

displays found in the ruins of Pompeii.

By the 18th century advertising became very popular as businesses slowly

began to understand the need to deal directly with customers. Marketing

gradually became a highly developed system of practice with origins from the

market economy.

While marketing aims to identify markets that will purchase a product or a

service, advertising is the paid communication by which information about the

product or service is dispatched to potential customers.

To come up with a remarkable advertisement, companies begin with

marketing plan. Marketing plan tells the company ho to attract customers. The

creation of a marketing plan typically starts with two pieces of information and

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a few questions. The first piece of information that is needed is the annual

advertising budget. The second piece required is coming up with the essence

of the brand.

To develop and sustain a brand is the ultimate challenge of any advertiser.

Branding gives personality to a product or a service, which is termed Brand

Equity. Effective advertising stimulates higher demand for a product or a

service, in the process of building Brand Equity, Brand Franchise and Brand

Loyalty.

Major Players

1. Mudra Communication

2. Krishna Communication

3. Triton Communication

4. Dhaval Communication

5. Khurana

6. Aashin

7. Navneetlal

8. Bhagyoday

9. ONE Advertising

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(i) ABOUT MARICO:

Marico is a leading Indian Group in Consumer Products and Services in the

Beauty and Wellness space. Marico's products and Services in Hair care,

Skin Care and Healthy Foods during 2004-05 generated a Turnover of about

Rs.10 billion (USD 230 Million) from 12 brands - Parachute, Saffola, Sweekar,

Hair & Care, Shanti, Mediker, Oil of Malabar, Mealmaker, Sil, Revive, Kaya

and Sundari.

Marico's brands and their extensions occupy leadership positions with

significant market shares in all categories- Coconut Oil, Hair Oils, Anti-lice

Treatment, Premium Refined Edible Oils, Fabric Care etc.

Marico is present in the Skin Care Services segment through Kaya Skin

Clinics (44 clinics) in India and UAE, and also through the Sundari range of

Ayurvedic skin care spa products in the US & other Countries. Marico's

branded products are also present in Bangladesh , other SAARC countries

and the Middle East .

The Overseas Sales franchise of Marico's Consumer Products (whether as

exports from India or as local operations in a foreign country) is one of the

largest amongst Indian Companies and is entirely in branded products and

services. Marico sells over 63 Million packs to around 130 Million people

every month.

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(ii) PRODUCTS:

Parachute Hair OilParachute AdvancedParachute JasmineParachute After ShowerKaya SundariOil of MalabarSilk N ShineSweekarSaffolaReviveSILMedikarHair & CareShanti Amla

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About Parachute Oil:

Parachute is premium edible grade oil, a market leader in its category.

Synonymous with pure coconut oil in the market, Parachute is positioned on

the platform of purity. In fact over time it has become the gold standard for

purity. From a loosely available commodity to a path-breaking brand,

Parachute pioneered the switch from coconut oil sold in tins to plastic.

Parachute is also available in pouch packs, to service the rural sectors,

increasing penetration.

While the positioning of Parachute has always been on purity, the

communication has evolved over time to appeal to different consumer sets. In

fact with the recent commercial “Badalte Zamane ka naya Parachute",

Parachute has appealed to the hearts of millions of young consumers. By

changing its pack shape to one that is sleek, modern and aesthetic,

Parachute has kept up with the demands of modern, young India and proved

its endeavor to always remain relevant. Parachute has thus ensured that it

enjoys tremendous equity and trust with every passing generation.

Parachute's primary target has been women of all ages. The brand has a

huge loyalty, not only in the urban sections of India but also in the rural sector.

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INNOVATIONS:

To support its continuing endeavour to provide high quality Parachute

Coconut Oil to its consumers, Marico has been constantly innovating for this

brand. Some of the examples of innovation for Parachute are:

Flip Top Cap for Parachute Bottles to enhance the safety and protect

the purity of Parachute.

Easy jar of Parachute to facilitate usage especially during winters

These innovations have not only ensured protection of existing franchise, they

have propelled further penetration, enabling conversion of loose oil

consumers to packaged Parachute Coconut Oil.

CONTRIBUTORS TO PARACHUTE’S SUCCESS:

One of the first brands to utilize mass communication, Parachute started with

the `caring' platform of the 'mother - daughter' theme to underline the

message that this was a brand handed down from and to generations. Today,

a completely new look, logo and the new aesthetic shape have helped attract

the youngsters. With every new change and innovation, the one thing that

remains constant is the genuine, warm and inspiring character of Parachute,

which has won the trust of millions of Indians. .The quality of the product has

contributed to its lasting success. The consistency, with which Parachute has

delivered, ensures consumer loyalty and trust in the brand. Innovations in the

packaging whether from the aspect of user-friendliness or aesthetics have

and continue to help Parachute grow.

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(iii) MARKETS:

UAE, KSA, Oman, Qatar, Bahrain, Kuwait, Yemen, Lebanon, Sudan, Iran,

Israel, Bangladesh, Pakistan, Nepal, Bhutan, USA, Singapore, Malaysia,

Australia.

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The marketing environment is changing at an accelerating rate and hence the

need for real time market information is greater than at any time in the past.

As a companies expand their geographical market coverage, their managers

need more information more quickly. To carry our their analysis, planning,

implementation and control responsibilities, marketing managers need a

marketing information system, which has four components. Out of these four

the concept used here is of “Marketing Research System”.

The marketing research system allows for collection, analysis and reporting of

data and findings relevant to a specific marketing situation. The process

consists of defining the problem and the research objective, developing

research plan, collecting information and presenting the findings to the

management.

The similar aspect of market research system is relevant to this project on

“Brand Awareness, Brand Recall of Tirupati Oil & Gold Coin Tiles”. The

survey was conducted with the aim to understand the behavior of Consumers

and Retailers regarding Parachute Hair Oil.

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.

We did the survey for two products.

1. Tirupati Oil

2. Gold coin Tiles

Research:

Tirupati Oil:

The survey was regarding to uncover the Brand awareness of Tirupati Oil in the market. We had to find out which oil and what type of oil the respondents are using. We also had to find out the reasons for their using the current brand and type.

We also had to find out that how many people are using Tirupati Oil and what did they value most in purchasing it.

Gold Coin Tiles:

The survey was regarding to uncover the brand awareness of Gold Coin Tiles in the market. We had to find out how many people are aware of it or have used it and the respondent’s preference while buying Tiles.

Findings: Tirupati Oil

1. According to the analysis made, it was found that there were more respondents who use Ground Nut Oil though they believed that Cotton Seed Oil is best for Health.

2. There was 100% awareness.

3. Only few people were able to recall the Message & Model.

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4. Most of the respondents gave importance to availability of oil and also gave importance to the health factor.

5. the people who were using other brands used that brand as they were using it since years.

6. There were 96 respondents who were using Tirupati Oil or have used it.

Findings: Gold Coin Tiles

1. According to the analysis there were very few respondents who were aware of Gold Coin Tiles.

2. The respondents gave the utmost importance to quality of the tiles while buying tiles.

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Tirupati Oil:

1. The company should advertise more on TV and especially on Star

Plus & during “K” series Serials.

2. The company should make the advertisements such that the

message and the punch line are easily recallable.

3. The company needs to focus on hoardings. There are fewer

hoardings in the interior areas of Ahmedabad.

4. The company is requested to offer something free by the

respondents.

5. The company also needs to emphasis more on quality

6. The company should give more advertisements in News

papers/Magazines.

Gold Coin:

1. The company needs to advertise a lot in all the Medias.

2. They should emphasis more on quality of the tiles, as the

respondents

prefer quality the most.

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QUESTIONNAIRE:

(A) Tirupati Oil

Instructions(a) The purpose of the questionnaire is purely for research(b) Please tick mark the correct boxes(c )Leave your ‘NO’ response Blank(d) All your answers will remain confidential(e) Thanks for the Co-operation.

1) Which Oil do you use for Cooking?(a) Type: (b) Brand:

2) Why do you use the current Brand?

3) Which of the following Oil Brands you are aware of?

(a) Ankur(b) Dhara(c) Fortune (d) Tirupati(e) Gemini(f) Gokul(g) Gold Winner(h) Nature Fresh(i) Sahara(j) Shreeji(k) Safola(l) Flora(m) Sweekar(n) Vimal(o) Others, if any

4) Which Brands do you use/ Have you used?

5) Have you heard of Tirupati Brand?

(a) YES(b) NO

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6) If yes, From where?

(a) Advertisements/Hoardings(b) Friends(c) Relatives(d) Bad experience with other

Brands(e) Others

7) Do you use / Have you used Tirupati Oil?

(a) YES(b) NO

8) If yes, since when are you using Tirupati Oil?

Months/Years

9) Which Of the following you are aware of?

(a) Cotton Seed Oil(b) Ground Nut Oil

10) Which Oil do you think is Best for Health?

11) What is the frequency of purchasing Oil/And the Package (Qty) you prefer?

(a) Monthly (a) 1 ltr Bottle(b) Quarterly (b) 1 ltr Pouch(c) Half-Yearly (c) 5 ltr Jar(d) Annually (d) 15 ltr jar

(e) 15 ltr Tin

12) Rank Tirupati Brand in comparison with other brands in the following dimensions?

DIMENSIONS 1 2 3 4 5 Price Quality Purity Packaging Avaibility Taste Health

13) Have you seen any Advertisement/Hoardings of Tirupati Oil?

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(a) YES(b) NO

14) What do you recall from the Advertisement/Hoarding?

(a) Message

(b) Model

(c) Punch Line/Base Line

15) Do you like the Advertisements/Hoardings of Tirupati Oil?

(a) YES(b) NO

16) What would you like to get free with Edible Oil?

GENERAL

17) Name:(Surname) (First Name) (Last

name)

18) Gender: (a) Male(b) Female

19) Address:

20) Age: 20-30 31-40 41-50 51&above

21) Profession:

22) Monthly Income: 5000-10000 11000-2000021000&above

23) Newspaper/Magazine Subscribed:

24) T.V. Channel/Serial:

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MAGAZINES:

Global CEO

WEB SITES:

www.google.com

www.indiainfoline.com

www.maricoindia.com

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