Kaushik Thesis Middle

8/6/2019 Kaushik Thesis Middle

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TABLE OF CONTENT

Chapter No TITLE PAGE NO

1 INTRODUCTION

11

1.1 Industry Profile

12

1.2 Marketing Strategies

15

1.3 About Brand

15

1.4 Tools for building Brand Identity

18

1.5 Measuring Brand Effectiveness

21

1.6 Brand & Reputation

21

1.7 Brand Building

22


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2 METHODOLOGY

35

2.1 Problem Definition

36

2.2 Objectives of the Study36

2.3 Research Methodology

36

2.3.1 Research Design

36

2.3.2 Nature of Data

36

2.3.3 Types of sampling

362.3.4 Sampling Segment

36

2.4 Scope of the study

36

2.5 Justification

37

2.6 Limitations

37

3 LITERATURE REVIEW

38

4 DATA ANALYSIS AND INTERPRETATION

40

5 FINDINGS

77

6 CONCLUSIONS

80

7 RECOMMENDATIONS

82

8 BIBLIOGRAPHY

85

(i) APPENDICES

87


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LIST OF TABLES

TABLE

NO NO TITLE PAGE

1 Washing Products meets Requirements and Expectations.

41

2Detergent Markets have Much Range of Products to meet

Consumers. 43

3 Table showing Quality Rate and Usage of Detergent.45

4 Concerns which matters to Consumers about New Products.47

5 Which Quantity or Packets is Purchased by Consumers Mostly. 49

6 Consumers satisfactions with Companys Environmental Concerns.51

7 Table showing Supply made in the Market.53


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8 Table showing Process which Derives the Market of Detergent.55

9 Table showing Relationship with the Suppliers.57

10 Function of Organization in Timely Introduction of New Products.59

11 The Response of Company in Responding to Customers Needs.61

12 Detergent which is Most Preferred by the Consumers.63

13 What Matters to Customers while buying New Products.65

14 Table showing on What basis Retailers make Purchase67

15 Frequency/Time duration for Purchase of Detergent.69

16 Table Showing Purchase Pattern.71

17 Which Quantity or Packet is Purchased by Retailers Mostly.73

18 Table showing How Consumers Asks or Relates the Product.75


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LIST OF CHART

CHART

NO TITLE PAGE

1 Washing Products meets Requirements and Expectations.42

2Detergent Markets have Much Range of Products to meet

Consumers. 44

3 Chart showing Quality Rate and Usage of Detergent.46

4 Concerns which matters to Consumers about New Products.48

5 Which Quantity or Packets is Purchased by Consumers Mostly.50

6Consumers satisfactions with Companys Environmental

Concerns. 52

7 Chart showing Supply made in the Market.54

8 Chart showing Process which Derives the Market of Detergent.56

9 Chart showing Relationship with the Suppliers.58

10

11Function of Organization in Timely Introduction of New Products.

60

11 The Response of Company in Responding to Customers Needs.62

12 Detergent which is Most Preferred by the Consumers.64

13 What Matters to Customers while buying New Products.66

14 Chart showing on What basis Retailers make Purchase68

15 Frequency/Time duration for Purchase of Detergent.70


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16 Chart Showing Purchase Pattern.72

17 Which Quantity or Packet is Purchased by Retailers Mostly.74

18 Chart showing How Consumers Asks or Relates the Product.76


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CHAPTER 1

INTRODUCTION

The American Marketing Association defines a brand as A name, term, sign, symbol or design

or a combination of them, intended to identify the goods and services of one seller or group and

to differentiate them to those for competitors. A brand is thus a product or service thats adds a

Dimension that differentiates it in some way from other products or services designed to satisfy

the same need. These differences may be functional, rational, or tangible- relate to product

performance of the brand.

Today the task and responsibilities of business executives have become critically important due

to technological advancement, increasing awareness of people, growing size and complexity of

business. Increasing participation of Govt. in the economy, rising standard of living and

increasing completion. There is feeling that Indian corporate business has also entered from

sellers market to buyers market in the business environment in general and because of

increasing awareness among the buyers, increasing competitions in market, the study of buyer

behavior, in consumer products are gaining importance in order to satisfy the needs and wants of

people by providing correct products.

The present study is aimed at examining the branding and its impact on consumers buying

behavior; it is comprehensive study, restricted to Chennai market. Various sections of consumers

i.e. Govt. servants, house wives, students and business men have been taken in the study with

equal representation.

The study is based on primary data collected on the basis of structured questionnaire/schedule.

The study aims at to find out the factors/ motives behind the purchasing a using of particular

brand, to find out the most popular factor, brand in market.

After the analysis of collected data the main findings of this project and suggestions for

appropriate policy implication are given in this report.

Industry Profile

Detergent

Detergent is a compound or a mixture of compound, intended to assist cleaning. Detergents are

created in a way that:-

Water is an essential requirement in the cleaning process.


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Surfactants are added to remove grease from the clothes.

Abrasives to rub off the dirt.

Caustics are substances used to break up dirt particles.

Softeners to deal with harshness of other components being used.

Oxidizers are essentially used for bleaching.

Enzymes to destroy any accumulation of properties, fats or carbohydrates in the form of

dirt on fabrics.

Apart from this, manufacturers optionally use other substances which add value to the

washing experience. This includes fabric softeners, foaming agents, fragrances etc.

The early method of production was by heating goat tallow with soda ash and conversion of this

resulting soft soap to hard by salting out with sodium chloride brine. its original use seems to

have been as shampoo and cosmetics. In the Western world, its use for personal cleanings made

only slow progress between 600 B.C and 1600 A.D. Its medical properties were already known

to Gallon.

Market Penetration of Detergent in India

Detergent constitutes about 95 percent of total surfactants. Some of the important uses of

detergent cake and powder are in:-

a) Hand Soaps and Shampoo.


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b) Special protective creams: cream including cold creams, vanishing creams, absorption base

creams and creams for special purposed such as depilatories, deodorant etc.

c) Cosmetics.

d) Cleaning and degreasing of metals.

e) Cleaning of glass and containers.

f) Washing and treatment of food.

g) Cleaning of painted surfaces.

h) Cleaning of painted surfaces.

i) Household washing.

j) Removal of gelatin films.

k) For making antiseptic soaps.

Different Brands of Detergent in Rural Areas of Tamil Nadu


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Marketing Strategies

6 Ps Followed by Detergent Manufacturers

PROMOTION: - QUALITY AND QUANTITY

PERFORMANCE: - PROCESS IN LOGISTIC AND MINIUM TIME

TAKEN TO FUILFILL THE DEMAND

PREDICTABILITY: - DEMAND AND THE DISTRIBUTION CHANNEL

REQUIRED

PRODUCTIVITY: - EFFICIENT UTILIZATION OF RESOURCES

PROFITABILITY: - GAIN FOR DEALERS AND CUSTOMERS

PRODUCT: - VISIBILITY, SELLING OUT SUPPORT

OtherMarketing strategies of DetergentMarketing channels and supply chain management.

Retailing and wholesaling

Integrated marketing communication strategy

Sales promotion and public relation

Personal selling and direct marketing

Segmented the detergent market

Door to door program

Village promotion and advertisement

Product robustness

What is Brand?

The essence of the marketing process is building a brand in the minds of consumers.

A brand is nothing more than a word in the mind, albeit a special kind of word. A brand name is

a noun, a proper noun, which, like all proper nouns is usually spelled with a capital letter.

Any proper noun can be a brand. But what makes a brand powerful is the effectiveness of


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branding a company's ability to create a mood, thought, feeling, and definition for that brand

such that the mere mention of the brand name co notates a greater meaning. The power of a

brand lies in its ability to influence purchasing behavior.

A brand creates an identity in the minds of the customer. A brand name gets stored in the minds

of the customer, and is subjected to positive or negative remarks from the customer based on the

performance. However it cannot be changed without a purpose.

Importance is given to branding right from a very long time. People will buy brands they

recognize, regardless of whether or not they know or believe the claims, simply because there is

comfort in that which is known.

Horizontal Brand Extension

New industries are captured by formulating a suitable marketing strategy called horizontal brand

extension. The business is prevented from loss by exploring new markets and hence curtailing

the ambivalent economic shifts.

When an industry starts to show a loss caused by a lean patch in the economy it can have a

rippling effect on not only the companies but also on their vendors, etc. To avoid the full impact

of recession many companies are turning their marketing efforts from vertical to horizontal in an

effort to safeguard the companies business.

There are three ways to capitalize on the market recovery and build your company to be stronger

than before.

1. Market Extension allows you to cultivate new market segments for existing

products/services

2. Application Extension allows you to qualify products/services for new applications

3. Product Extension allows you to develop new products/services/modifications for new

markets and applications.

Source:http://www.brandchannel.com/view_comments.asp?dc_id=521


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Challenges

Consumer needs are assessed by proper research. Consumer demand will fail in case new

products or changes in the existing products are not done. The brand will suffer if the products

are neglected due to lack of quality. This requires extensive horizontal market research to make

sure that first there really is a need and that second, you are familiar with the language of that

market.

Leveraging is carried out by the presence of the brand in order to attract new customers. By

matching the relevant benefits to the pain areas of the customer, you can connect your brand with

his psyche in a diligent way. At first, your extension should be easily conceivable by the

customer. This requires combining your market research with your in-depth brand evaluation to

find a connection. What aspect of your brand can be brought into this new position for appeal?

Brand message should be communicated in a grand but terse way. You must have functions in

place to deliver your message. Whether it is done in-house or by utilizing partnerships to acquire

new products, distribution channels, you must follow through on your branding or risk damaging

your company. This requires an honest look at how this new venture will affect your brand. You

also need to make sure that you can dedicate enough resources to this thesis to see it through to

success.

Source:papers.ssrn.com/sol3/Delivery.../SSRN_ID1265073_code852572.pdf2


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Tools for Building Brand Identity

Brand builders use a set of tools to strengthen and project the brand image; Strong brands

typically exhibit an owned word, a slogan, a color, a symbol, and set of stories.

Owned Word

A strong brand name should trigger another word, a favorable one. Here is the list of brands that

own a word:

Volvo Safety

BMW Driving Performance

Mercedes Engineering

Federal Express overnight

Apple Computers Graphics

Lotus Spreadsheets

Kodak Film

Slogan

Many companies successfully added a slogan or tagline to their brand name which is repeated in

every ad they use. Here are some well-known brands slogans, which people on the street may

easily recall or recognize:

British Airways - The worlds favorite airline

Ford - Quality is our number one job

LIC - Jeevan ke saath bhi jeevan ke baad bhi

Colors

It helps for a company or a brand to use a consistent set of color to and in the brand recognition.

Caterpillar paints all its construction equipments yellow. Yellow is the color of Kodak film. IBM

uses blue in its publications, and IBM is called Big Blues.


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Symbols and Logos

Companies would be wise to adapt a symbol or logo to use in their communications. Many

companies hire a well-known spokesperson, hoping that his or her quality transfer to the brand.

Nike uses Michael Jordon who has worldwide recognition and likableness, to advertise its shoes.

Sporting goods manufacturers sign contracts with top athletes to serve as their symbols, even

naming the product after them.

Beyond the logo: creating a distinctive brand

Creating a consistent identity will make it easier for customers to buy. A professional appearance

builds trust, making your business identity a boon to your sales force. As customers come to

recognize and rely on your brand, youll build equity for future growth.

Branding - Anything is Possible

Consumers perceptions are harnessed by publishing success stories on the media and showing

them what the company is capable of doing. Seeing the brands run in a competitive atmosphere

there was a fast need to build up strategies so that there is a distinction between the rests

Cartoons and Animations

A less expensive approach is to develop a character, animated, to etch the brands image into

customers mind. The advertising agency Leo Burnett has successfully created a number of

memorable animated characters. Here are some well known brand cartoons which people may

recognize:

ICICI Prudential Chintamani


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Amul Butter - Utterly Butterly Girl

McDonalds - Ronald

Objects

Still another approach is to choose an object to represent a company or brand. The travelers

insurance company uses an umbrella, suggesting that buying insurance is equivalent to having an

umbrella available when it rains. The prudential insurance company features the rock of

Gibraltar, suggesting that buying an insurance is equivalent to owing a peace of rock which is

of course, solid ad dependable. Companies have developed many logos or abstracts, which are

easily remembered by people. Even the way the brand name is written makes a brand

recognizable and memorable.


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Measuring Brand Effectiveness

There are many metrics to measure the potential of and actual effectiveness of brands. The

simplest way is to apply the concept of what we call the 4 Ds of Branding; differentiation,

distinctiveness, defendable, digit-able.

y Distinctiveness: your brand should be distinct when compared to your competitors and to

all spoken and visual communications to which your target audiences will be exposed.

The more unique and distinct your communications, the wider the filed of effective

competitive strength it will have. There are simple means to apply to test the

distinctiveness of your brand.

y Differentiation: the brand strategy and brand assets must set youre offering apart and

clearly articulate the specific positioning intent of your offering.

y Defendable: you will be investing in creating your brand assets and in all cases your

brand must have proprietary strength to keep others from using close approximations.

This applies to your trade names and other proprietary words as well as to your logos,

symbols and other visual assets.

y Digit-able: in most businesses there is strong and growing element of electronic

communications and commerce that dictate all brand assets be leveraged effectively in

tactile and electronics form. This goes for all brand assets.

1.6 Brand and Reputation

Advertising: Over time an individual who lives in a country in which the company/brand is

active, or travels to one on business or vacation, will be exposed to their advertising. This

advertising may be in a wide range of media:

TV commercials for products and services

Recruitment ads inviting employment applications

"Corporate" TV commercials promoting the company's "reputation"

Web based advertising

An ad for the companys branded products or services in a wide variety of print media.


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Billboards on highways

Radio

Point of sale etc.

Media reports and stories: Individuals will be exposed to a wide variety of reports about

companies in the media (print and broadcast) where the editorial content is only partly influence

able by the company (in some cases) or not at all (in most cases). These stories will come from a

variety of primary and secondary sources: -

Press releases

Press conferences

Reporting of "events"

Investigative journalism

Stories passed to the media by third parties (Non governmental organizations etc.)

Professional/business interest: For some individuals to interface professionally, or from a

specific business need, with famous companies (or to observe them) is part of their job. They

will usually procure their information from a variety of sources and via a variety of channels of

communication. These individuals have a special interest in the companies and they include: -

Financial analysts and journalists with an interest in share performance

Existing or potential suppliers of products and services

Existing or potential industrial/commercial customers

1.7 Brand Building

The art of marketing is largely art of brand building. When something is not a brand, it will

probably be viewed as a commodity. Then price is the thing that counts. When price is the only

thing that counts then the low cost producer wins. But just having a brand is not enough. What

does the brand name mean? What associations, performances and expectations does it evoke?

What degree of preferences does it create?

Building Positive Associations

The best known brand names carry associations. For example, here is a list of words that people

say they associate with McDonalds:


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y Kids

y Fun

y Happy Meal

y Ronald Mc. Donald

y Quality

y Toys

In trying to build a rich set of positive associations for a brand, the brand builder should

consider five dimensions that can communicate meaning:

y Attributes: A strong brand should trigger in buyers mind certain attributes. Thus a

Mercedes automobile attributes a picture of well-engineered car that is durable, rugged

and expensive. If a car brand does not trigger any attribute, then it would be a weak

brand.

y Benefits: A strong brand should suggest benefits, not just features. Thus Mercedes

triggers the idea of well performing car that is enjoyable to drive and prestigious to own.

y Company Values: A strong brand should connote values that the company holds. Thus

Mercedes is proud of its engineers and engineering innovations and is very organized and

efficient in its operations. The fact that it is a German company adds more pictures in the

mind of the buyers about the character and the culture of the brand.

y Personality: A strong brand should exhibit some personality traits. Thus if Mercedes

were a person we would think of someone who is middle age, serious, well-organized and

somewhat authoritarian. If Mercedes were an animal we might think of lion or its implied

personality.

y Users: A strong brand should suggest the type of people who buy the brand. Thus we

would expect Mercedes to draw buyers who are older, affluent and professional.

In summary, brands when their very name connotes positive attributes, benefits, company values,


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personality and users in the buyers mind. The brand builders job is to create a brand identity

that builds on those dimensions.

Source: www.modernmind.com/brand.htm 333

Brand Element Choice Criteria

There are six criteria in choosing brand element. The first three can be characterized by brand

building in terms of how brand equity can be build through judicious choice of brand element.

The latter three are more defensive and are concerned with how the brand equity contained in the

brand element can be leveraged and preserved in the face of various opportunities and

constraints.

y Memorable: How easily is the brand element recalled? How easily recognized? Is this

true at both purchase and consumption? Short brand name like tide, Nike can help.

y Meaningful: To what extent is brand element credible and suggestive of the

corresponding category? Does it suggest something about a product ingredient or a type

of person who might use the brand?

y Likeability: How aesthetically appealing does consumers find the brand element? Is it

inherently likeable visually, verbally, and in other ways? Concrete brand names such as

Wheel, Sunsilk etc evoke much imagery.y Transferable: Can a brand element be used to introduce new products in the same or

different categories? To what extent does the brand element add to brand equity across

geographic boundaries and market segments?

y Adaptable: How adaptable and updatable is the brand element? Betty corker received 8

makeovers through the years-although she is 75 yrs old, she doesnt look a day over 35.

y Protectable: How legally protectable is the brand element? How competitively

protectable. Can it be easily copied? It is important that names that become synonymous

with product categories such as Kleenex, Xerox, Jell-O, etc retain their trademarks rights

and not become generic.

Brand elements can play a number of roles. If consumers do not examine much information in

making their product decisions, brand elements should be easily recognized and recalled and


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inherently descriptive and persuasive. Memorable or meaningful brand elements can reduce the

burden on marketing communications to build awareness and link brand associations. The

different associations that arise from likeability and appeal of the brand elements may also play a

critical role in the equity of brand.

Marketing starts with the analysis of consumer behavior, which is defined by Blackwell et al.

(2001) as acts of individuals involved in obtaining, using, and disposing of goods and services in

an economical way, also including the decision making that precede and determine these acts.

Knowledge of consumer behavior is an added advantage to promotional mix decisions. This, in

turn, is not confined to manufacturers but extends into the premises of the retailer and the

nonprofit marketers.

Source: www.nean.org

Studying the BuyingMotives and buying perceptions of consumers for Building up brand

strategies

People buy for their own reasons, not for the company's reasons every time. These reasons may

not always be sensible, rational or intelligent, but have to be understood by a sales person.

People have six motives for buying any product or service. They are not stated in any particular

order as no one motive is more important than the other.

Desire for gain: This buying motive usually means a desire for financial gain. The customer

expects to earn a profit as a result of making the purchase. For example, a firm may purchase an

expensive automation system to enhance productivity. Also, an individual may buy the services

of a financial planner in order to gain more profits.

Fear of loss: This refers to fear of financial loss. An individual motivated by a fear of loss may

make purchases like a safety deposit box, yard lights, locks etc. It may also prompt a

manufacturer to purchase product liability insurance as protection against loss caused by product

malfunctions.

Comfort and convenience: Buying is backed by a desire for comfort and convenience. Think

about your own workplace. Depending upon the company's budget and size, you may be


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enjoying such comforts and conveniences. They could be anything from a hot coffee to an

elevator to a copy machine. Similarly, at home an individual may buy a microwave oven, an air-

conditioner, an easy chair or a computer.

Security and protection: Often, purchases are motivated by the desire to avoid physical harm

either to oneself, or to loved ones, or to one's property. For protection, an individual for example

may buy a car cover, join karate lessons, or hire a bodyguard. Similarly, a company might want

to use sturdy shipping cartons so its product can be shipped without damage.

Pride of ownership: This is a case when the buyer buys something that he is proud to own. Such

purchases could be premium products, or something that is prestigious to own.

Emotion: When a customer buys something that he feels will make him feel good about himself,

his motivation is backed by the feeling of emotional satisfaction. Specific emotions associated

with love and ego is referred to here. An individual may want to buy a cologne, tickets to a

charity show, throw a lavish lunch, etc., to satisfy this need.

Different people have different motives for the same kind of purchase. For example, a German

shepherd dog may be bought by one person for affection, by another for protection, and yet

another person may buy it for the pride of owning one! People do not readily admit their

dominant buying motives. However, it must be remembered that a marketer must try and appeal

to all the six motives and see which provoke your prospects' strongest responses.

Following are the laws of branding which acts as a guide for different brands as it reveals

the laws which should be adopted for branding strategies:

LAWS OF BRANDING:

The 22 Immutable Laws of Branding

1. The Law of Expansion:

The power of a brand is inversely proportional to its scope. Trying to be all things to all

people undermines the power of the brand. The strength of brands lies in becoming


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years ago. A brand's credentials in a category as authentic, real, original, or the leader are

very powerful indeed.

7. The Law of Quality:

Quality is important, but brands are not built by quality alone. Does a Rolex keep better time

than a Timex? Does Hertz have better service than Alamo? Does a Montblanc pen write

better than a Cross? Are you sure? The perception of quality, more than quality itself, is what

builds a brand. And the best way to build a quality perception in the mind of consumers is by

following the laws of branding.

8. The Law of the Category:

A leading brand should promote the category, not the brand. The most efficient, most

productive, most useful aspect of branding is creating a new category. Customers don't really

care about new brands, they care about new categories. What was the market for cheap cars

before Volkswagen? What was the market for home pizza delivery before Dominos? What

was the market for in-line skates before Rollerblade?

9. The Law of the Name:

In the long run, a brand is nothing more than a name. In the short term, a brand needs a

unique idea or concept to survive. But in the long term, all that is left is the difference

between your brand name and the brand names of your competitors. Shorter names that are

unique and memorable are far stronger than longer, vague or generic names.

10. The Law of Extensions:

The easiest way to destroy a brand is to put its name on everything. More than 90% of all

new product introductions in the U.S. are line extensions. Line extensions destroy brand

value by weakening the brand. The effects can be felt in diminished market share of the core

brand, a loss of brand identity, and a cannibalization of the one's own sales. Often, the brand


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extension directly attacks the strength of the core brand. Does Extra Strength Tylenol imply

that regular Tylenol isn't strong enough?

11. The Law of Fellowship:

In order to build the category, a brand should welcome other brands. Consumers want to

have choices. Choice stimulates demand. Healthy competition helps to build the category.

The competition between Coke and Pepsi makes customers more cola conscious. Per capita

consumption goes up.

12. The Law of the Generic:

One of the fastest routes to failure is giving a brand a generic name. The problem with a

generic brand name is its inability to differentiate the brand from the competition. At your

local health food store, you'll find Nature's Resource, Nature's Answer, Nature's Bounty,

Nature's Secret, Nature's Way, Nature's Best, Nature's Plus, etc. Will any of these generic

brands break into the mind and become a major brand? Unlikely.

13. The Law of the Company:

Brands are brands. Companies are companies. There is a difference. Customer's think of

brands, not companies. Procter and Gamble isn't Tide. General Motors isn't Cadillac. The

brand itself should be the focus of your attention. Use the company name, if necessary, in a

decidedly secondary way.

14. The Law of Sub brands:

What branding builds, sub branding can destroy. Sub branding erodes the power of the core

brand. Waterford is the leading Irish crystal maker. Introducing "cheap" Waterford as

"Marquis by Waterford" only dilutes the Waterford brand. Sub branding attacks a brand's

place in his mind of the prospect.

15. The Law of Siblings:

There is a time and place to launch a second brand. A second brand can be launched to focus


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on a new subcategory within the same product family. Toyota launched Lexus because the

Toyota brand couldn't fill the luxury car category. The focus is on the brand, not the

company. Customers buy a Lexus not because it's made by Toyota, but in spite of it.

16. The Law of Shape:

A brand's logotype should be designed to fit the eyes. Both eyes. A customer sees the world

through two horizontally mounted eyes peering out of the head. For maximum visual impact,

a logotype should have a horizontal shape. The ideal shape is 2 1 /4 units wide by 1 unit high.

17. The Law of Color:

A brand should use a color that is the opposite of its major competitor. Coke is red, and Pepsi

is Blue. Hertz is yellow, and Avis is Red. Color consistency over the long term can help a

brand burn its way into the mind.

18. The Law of Borders:

There are no barriers to global branding. A brand should know no borders. The perfect

solution to growth in a competitive market is not line extensions, but building a global brand.

A brand should have a consistent message globally, but must take into account the

perceptions of its country of origin.

19. The Law of Consistency:

A brand is not built overnight. Success is measured in decades, not years. This is the law

which is violated most frequently. Once a brand occupies a position in the mind, the

manufacturer often thinks of reasons to change. Markets may change, but brands shouldn't.

They may be bent slightly, or given a new slant, but their essential characteristics should

never be changed. Long-term, consistent programs might be boring, but they are also

immensely powerful.

20. The Law of Change:

Brands can be changed, but only infrequently and only very carefully. Nothing is absolute

and there are exceptions to every rule. There are three situations where changing your brand

is feasible: When your brand is weak or non-existent in the mind, when you want to move


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your brand down the food chain to a lower price and perception point, or when your brand is

in a slow-moving field and the change is going to take place over an extended period of time.

Remember, changing your brand is a long and difficult process. Change at your own risk!

21. The Law ofMortality:

No brand will live forever. Euthanasia is often the best solution. While the laws of branding

are immutable, brands themselves are not. They are born, grow up, mature, and eventually

will die. Yet companies that are willing to spend millions to save a dying brand won't spend

pennies to launch a new one. Opportunities for new brands and threats to old ones are

constantly being created by the invention of new categories. The rise of personal computers

created opportunities for Compaq, Dell and Gateway, but put pressure on Digital, Data

General and Wang.

22. The Law of Singularity: The most important aspect of a brand is its single-mindedness.

What is a brand? A singular idea or concept that you own inside the mind of the prospect.

It's as simple or as difficult as that.

Source: www.marketingprofs.com/5/schultz2.asp 5


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Planning and DecisionMaking In Branding

Source:Branding Management 4th Edition by David A Aaker6

PORTERS 5 FORCESMODEL OF DETERGENTS


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Competitive Rivalry within the Detergents Industry:

The competitiveness within the industry is very high. The players in the markets as well

already and therefore as a brand will have to shout louder to be heard by the people. So,

therefore there has to be huge promotions done.

Bargaining Power of the dealers:

The Detergents dealers are basically bargaining in nature. And thus due to a limited number of

players in this segment their bargaining power is not that high.

Bargaining Power of the Customers:

The customers have a better bargaining power as they have a lot of option in the market. In the

sense that there are a lot of players in the market already and there are n number of brands

available.

Threat of New Entrants:

There are a lot of players already in this market. And thus the scenario is of huge

competitiveness. So, according to the experts opinion only the well established players would

be able to enter in this market. For the new players it would be very difficult to enter.

Threat of Substitute products:

Fast moving durable goods are unavoidable goods is basically used as lively. Normally there

wont be any substitutes for them.

Marketing Strategy Development:

Following a successful concept test of Detergents, the product manager has developed

a preliminary strategy plan for introducing the new concept into the market.

The plan consists of three parts.

1) The target markets size, structure, and behavior, the planned product positioning and

the sales, market share, and profit goals.

2) Planned price, distribution strategy and Marketing budget for the 1st year.

3) Long run sales and profit goals and marketing mix strategy over time.

So for the target market is entire India comprising of the middle income, high income

society. Penetration pricing method would be followed to enter the market with mass

production.

There would be Intensive distribution for goods, which would be found at all retail

outlets. There would be 2 channels of distribution one direct to the retailer without any middle


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men, and other with a distributor who would sell then to the retailer. The margin decided for

the distributor is 5% whereas for retailer would be 10%.

Source: Branding: a key marketing tool by John M.Murphy7


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2.4 Justification

Many researchers have done widespread research work regarding branding and its influence over

customers purchasing decisions. After analyzing the said subject related to branding, I found a

gap in the study. This gap was whether branding strategies acts as a purchase decider? So I

decided to undertake research on this particular aspect.

2.6 Limitations

Designed areas were limited.

Opinion sought is limited.

Time is a constraint.

Some of the respondents did not response freely.


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CHAPTER 3

LITERATURE REVIEW

In the words of Bearden and Netemeyer, 1999, p. 301, hesaid that opinion is decided by the

incentive characteristics, (Objects, brands, stories etc.), the context in which it is delivered

(social, cultural), and the customer characteristics (knowledge, experience, expertise). It is within

these stages that a consumer will either recognize a fit between a celebrity and a product/brand,

or reject this connection on different grounds. Memory is structured as an associative network.

When this happen the brand and the celebrity become parts of each others association set.

Source:Bearden and Netemeyer, Brand Management, 1999, p. 3018


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CHART 1

CHART SHOWING WASHING PRODUCTSMEETS REQUIREMENTS AND

EXPECTATION


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TABLE 2

DETERGENTMARKET HAVEMUCH RANGE OF PRODUCTS TO MEET

CONSUMERS NEEDS

Particulars No of Respondents Percentage %

Yes 30 43%

No 25

Can't Say 15 21%

Total 70 100%

Inference:

43% of the consumers say that detergent market have much range of products to meet consumers

needs,36% of the respondents do not feel so and 21% of the respondents not able to give any

comments


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CHART 2

DETERGENTMARKET HAVEMUCH RANGE OF PRODUCTS TO MEET

CONSUMERS NEEDS


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TABLE 3

TABLE SHOWING QUALITY RATE AND USAGE OF DETERGENT


Excellent 25 36%

Above Average 19 27%

Below Average 15 21%

Poor 11 16%

Total 70 100%

Inference:

36% of the respondents feel excellent about the quality and usage of detergent,27% of the

respondents feel above average,21% of the respondents feel below average and 16% of the

respondents feel poor about the quality rate and usage of detergent


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CHART 3

CHART SHOWING QUALITY RATE AND USAGE OF DETERGENT


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TABLE 4

TABLE SHOWING CONCERNS WHICHMATTERS TO CUSTOMER ABOUT NEW

PRODUCT


Packaging 15 21%

Price 25 36%

Brand 10 14%

Quality 20 29%

Total 70 100%

Inference:

21% of the respondents feel packaging which matters in buying new product,36% of the

respondents feel price,14% of the respondents feel brand,29% of the respondents feel quality

which matters to buy new product


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CHART 4

CHART SHOWING CONCERNS WHICHMATTERS TO CUSTOMER ABOUT NEW

PRODUCT


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CHART 5

CHART SHOWING WHICH QUANTITY OR PACKET IS PURCHASED BY

CUSTOMERMOSTLY


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TABLE 6

CONSUMERS SATISFACTION WITH COMPANYS ENVIRONMENTAL CONCERN,

SENSITIVITY TO RECYCLING, DISPOSABILITY


Highly satisfied 15 21%

Satisfied 10 14%

Neutral 12

Dissatisfied 20 29%

Highly dissatisfied 13 19%

Total 70 100%

Inference:

21% of the respondents are highly satisfied companys environmental concern,14% of the

respondents satisfied about the concern,17% of the respondents are neutral,29% of the

respondents are dissatisfied about recycling, disposability and 19% of the respondents are highly

dissatisfied


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CHART 6

CONSUMERS SATISFACTION WITH COMPANYS ENVIRONMENTAL CONCERN,

SENSITIVITY TO RECYCLING, DISPOSABILITY


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MANUFACTURERS

TABLE 1

TABLE SHOWING SUPPLYMADE IN THEMARKET


Company 3 30%

Distributor 2 20%

Whole seller 3 30%

Retailer 2 20%

Total 10 100%

Inference:

30% of the respondents feel that the supply are made by company in the market,20% of the

respondents feel distributor,30% of the respondents feel whole seller and 20% of the respondents

feel retailer


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CHART 1

CHART SHOWING SUPPLYMADE IN THEMARKET


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CHART 2

CHART SHOWING PROCESS WHICH DRIVES THEMARKET OF DETERGENT


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TABLE 3

TABLE SHOWING RELATIONSHIP WITH THE SUPLLIERS


Yes 5 50%

No 2

Can't Say 3 30%

Total 10 100%

Inference:

50% of the respondents feel that they have good relationship,20% of the respondents do not feel

so and 30% of the respondents not able to give any comment


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CHART 3

CHART SHOWING RELATIONSHIP WITH THE SUPLLIERS


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TABLE 4

TABLE SHOWING FUNCTION OF ORGANIZATION IN TIMELY INTRODUCTION

OF NEW AND IMPROVED PRODUCTS


Excellent 3 30%

Above average 2 20%

Below average 3 30%

Poor 2 20%

Total 10 100%

Inference:

30% of the respondents feel excellent about the function of organization in timely introduction of

new products,20% of the respondents feel above average,30% of the respondents feel below

average and 20% of the respondents feel poor


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TABLE 5

TABLE SHOWING THE RESPONSE OF COMPANY IN LISTENING AND

RESPONDING TO CUSTOMER NEEDS


Yes 5 50%

No 3

Can't say 2 20%

Total 10 100%

Inference:

50% of the respondents feel company is listening and responding to customer needs,30% of the

respondents do not feel and 20% of the respondents not given any comments


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CHART 5

CHART SHOWING THE RESPONSE OF COMPANY IN LISTENING AND

RESPONDING TO CUSTOMER NEEDS


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RETAILERS / WHOLESALERS

TABLE 1

TABLE SHOWING DETERGENT WHICH IS MOST PREFERED BY CONSUMERS


Arasan 4 20%

Wheel 3 15%

Henko 6 30%

Rin 5 25%

Others 2 10%

Total 20 100%

Inference:

20% of the respondents prefer Arasan,15% of the respondents prefer Wheel,30% of the

respondents prefer Henko,25% of the respondents prefer Rin and 10% of the respondents others


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CHART 1

CHART SHOWING DETERGENT WHICH ISMOST PREFERED BY CONSUMERS


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TABLE 2

TABLE SHOWING WHATMATTERS TO CUSTOMER WHILE BUYING NEW

PRODUCT


Packaging 6 30%

Price 4 20%

Brand 3 15%

Quality 7 35%

Total 20 100%

Inference:

30% of the respondents feel packaging which matters a lot,20% of the respondents feel

price,15% of the respondents feel brand which matters and 35% of the respondents feel quality


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CHART 2

CHART SHOWING WHATMATTERS TO CUSTOMER WHILE BUYING NEW

PRODUCT


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TABLE 3

TABLE SHOWING WHAT BASIS RETAILERSMAKE PURCHASE


Cash 5 25%

Credit 8 40%

Partial cash 7 35%

Total 20 100%

Inference:

25% of the retailers use cash to make purchase,40% of the respondents prefer credit and 35% of

the respondents prefer partial cash


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CHART 3

CHART SHOWING WHAT BASIS RETAILERSMAKE PURCHASE


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TABLE 4

TABLE SHOWING FREQUENCY/TIME DURATION FOR PURCHASE OF

DETERGENT


Weekly 7 35%

15 Days 8 40%

Monthly 5 25%

Total 20 100%

Inference:

35% of the respondents use to do weekly purchase,40% of the respondents prefer to do 15days

once and 25% of the respondents use to do monthly


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CHART 4

CHART SHOWING FREQUENCY/TIME DURATION FOR PURCHASE OF

DETERGENT


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TABLE 5

TABLE SHOWING PURCHASE PATTERN


Bulk 5 25%

Retail 6 30%

Dozen 9 45%

Total 20 100%

Inference:

25% of the respondents prefer to do bulk purchase,30% of the respondents prefer to do retail

purchase and 45% of the respondents prefer to do Dozen type of purchase


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TABLE 5

TABLE SHOWING PURCHASE PATTERN


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TABLE 6

TABLE SHOWING WHICH QUANTITY OR PACKET IS PURCHASED BY

RETAILERSMOSTLY


Sachet packet 5 25%

1kg 7 35%

500gm 3 15%

200gm 5 25%

Total 20 100%

Inference:

25% of the respondents purchase sachet packet,35% of the respondents purchase 1kg,15% of the

respondents use to buy 500gm and 25% of the respondents use to buy 200gm


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CHART 6

CHART SHOWING WHICH QUANTITY OR PACKET IS PURCHASED BY

RETAILERSMOSTLY


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TABLE 7

TABLE SHOWING HOW CONSUMER ASKS OR RELATES THE PRODUCT


Brand 5 25%

Colour 4 20%

Price 7 35%

Other thing 4 20%

Total 20 100%

Inference:

25% of the respondents asks for brand,20% of the respondents asks for colour,35% of the

respondents asks for price and 20% of the respondents relates other thing


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CHART 7

CHART SHOWING HOW CONSUMER ASKS OR RELATES THE PRODUCT


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CHAPTER 5

FINDINGS

CONSUMERS

21% of the respondents strongly agree that washing products meets requirement and

expectation, 29% of the respondents agreed, 17% of the respondents are neutral, 14% of

the respondents disagree about the statement and 19% of the respondents strongly agree

about the requirement and expectation

43% of the consumers say that detergent market have much range of products to meet

consumers needs,36% of the respondents do not feel so and 21% of the respondents not

able to give any comments

36% of the respondents feel excellent about the quality and usage of detergent,27% of the

respondents feel above average,21% of the respondents feel below average and 16% of

the respondents feel poor about the quality rate and usage of detergent

21% of the respondents feel packaging which matters in buying new product,36% of the

respondents feel price,14% of the respondents feel brand,29% of the respondents feel

quality which matters to buy new product

26% of the respondents purchase sachet packet,36% of the respondents purchase1kg,29% of the respondents use to buy 500gm and 10% of the respondents use to buy

200gm

21% of the respondents are highly satisfied companys environmental concern,14% of the

respondents satisfied about the concern,17% of the respondents are neutral,29% of the

respondents are dissatisfied about recycling, disposability and 19% of the respondents are

highly dissatisfied

MANUFACTURERS

30% of the respondents feel that the supply are made by company in the market,20% of

the respondents feel distributor,30% of the respondents feel whole seller and 20% of the

respondents feel retailer


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20% of the respondents says that margin which drives the market of detergent,30% of the

respondents feel demand,40% of the respondents feel supply and 10% of the respondents

feel logistics

50% of the respondents feel that they have good relationship,20% of the respondents do

not feel so and 30% of the respondents not able to give any comment

30% of the respondents feel excellent about the function of organization in timely

introduction of new products,20% of the respondents feel above average,30% of the

respondents feel below average and 20% of the respondents feel poor

50% of the respondents feel company is listening and responding to customer needs,30%

of the respondents do not feel and 20% of the respondents not given any comments


20% of the respondents prefer Arasan,15% of the respondents prefer Wheel,30% of the

respondents prefer Henko,25% of the respondents prefer Rin and 10% of the respondents

others

30% of the respondents feel packaging which matters a lot,20% of the respondents feel

price,15% of the respondents feel brand which matters and 35% of the respondents feel

quality

25% of the retailers use cash to make purchase,40% of the respondents prefer credit and

35% of the respondents prefer partial cash

35% of the respondents use to do weekly purchase,40% of the respondents prefer to do

15days once and 25% of the respondents use to do monthly

25% of the respondents prefer to do bulk purchase,30% of the respondents prefer to do

retail purchase and 45% of the respondents prefer to do Dozen type of purchase

25% of the respondents purchase sachet packet,35% of the respondents purchase

1kg,15% of the respondents use to buy 500gm and 25% of the respondents use to buy

200gm

25% of the respondents asks for brand,20% of the respondents asks for colour,35% of the

respondents asks for price and 20% of the respondents relates other thing


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CHAPTER 6

CONCLUSION

In this modern era everyone wants to be so fast so that nobody could catch him. As in the FMCG

sector everybody is running a race to be the No. 1.Companies want to capture the highest share

to be the market leader and to enjoy the highest position in the market.

In the past time the market was profit oriented instead of customer oriented , so companies were

concentrating over profit by just producing the product and to sale them.

But, now companies are paying attention more to know the behavior of consumers for producing

the product. Now market is customer oriented. In this context it is said by the management

gurus, CONSUMER IS THE KING and it is the consumer who determines what a business

is.

So the companies have moved towards the customers need from only profit based motive. But

later it was found that it is not sufficient to know only customers need. Customers should get

satisfaction in the product, for they are paying.

It is highly essential to know from the consumer following things:-

1. What consumer really using and why and2. What they want from product.

This is possible only when information is collected from the consumers. Thats why we did this

project to interact directly with the customers to get real picture. These are the customers who

can tell us that what they are expecting in reality and what the company is offering to them. The

main aim of this project was to know about the satisfaction of customer.

I get filled response of the respondents through questionnaire. I met those customers and retailers

who are using and selling the detergents of different company. After analyzing the data I got a

picture that is the things needed by the customers to get satisfied.


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CHAPTER 7

RECOMMENDATION

The Data Bunch up would enable one to hit upon

The potential of detergent market The distribution channel followed The segmentation of market. The awareness about the companys products The problems being faced by the distribution channel. Availability of the brands in the outlet. Pricing strategies. Pack size. Retailers and consumer schemes and promos. After sale service Selling out support. Product visibility. Customize schemes Study of trends in debtors collection period; inventory holding period, and creditors

payout period and its repercussion.

Strategies of different competitors of in detergent market. Logistics. Stock keeping unit(SKU) Although detergent market is flooded with number of brands providing many services but

due to lack of awareness among consumer. Thats why local brands are holding. It is not


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very widely used. Therefore special efforts should be given to make the consumers

aware.

Due to lack of advertisement in rural, people are still not aware about the bad effect ofusing inferior brands. Due to which companys real motto of making high quality

detergent is not achieved. So company should give special emphasis on this issue and

advertise in different Medias to make the people aware about it.

In some places of rural India still most of the products are not available. In such caseslocal brands find their place.

Many consumers are not aware of different schemes available to them. So special effort

should be taken to make the people aware

Continuous efforts should be made to make the people aware about the distinct featurethrough different promotional activities, hoarding, banners etc.

Availability period also needs further shortening and crushing Company can also stretch the Average Payment period to wholesaler and retailers. Consumers generally hesitate in using new product. So company should try to gain the

confidence of consumer, through building consumer-manufacturer relation.

Guide and educate customers as to how to use the detergent so that they can getmaximum output.

In order to reduce the price, Supply chain needs more flexibility and efficiency Since detergent like Power and Arasan are dominating the rural market and have the

advantage of first entrant, the late entrant is already on the podium in the third place and

fourth place i.e. HLL and P&G. Research revealed that the category had gaps which in

which one new company could settle into.

.


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CHAPTER 8

BIBLIOGRAPHY

Links

1. http://www.brandchannel.com/view_comments.asp?dc_id=52

2. papers.ssrn.com/sol3/Delivery.../SSRN_ID1265073_code852572.pdf

3. www.modernmind.com/brand.htm

4. www.nean.org

5. www.marketingprofs.com/5/schultz2.asp

6. http://www.marketingpower.com/mg-dictionary-view329.php - 2007-05-07

7. Branding Management 4th Edition by David A Aaker

8. Bearden and Netemeyer, Brand Management , 1999, p. 301

Books

Chandra Prasanna Fundamental of TataMarketingManagement

McGraw-Hill

KhanM.Y. Principal of marketing TataMcGraw-Hill

Kathori C.R Rearch Vikash Publishing

Methodology House

Sharma R.K. Financial Kalyani PublisherGupta Shashi K. Management

Magazines:-

Business world

Management Compass

4 Ps of Marketing

Management Chronicle

Advance edge

Newspapers

Economic Times

Times of India.

Hindustan Times


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(i)APPENDICES

QUESTIONNAIRE

CONSUMERS

Q.1. Washing products meet your current requirements & expectation.

A) Strongly Agree B) Agree C) Neutral D) Disagree E) Strongly Disagree

Q.2. Does Detergent market have much range of products to meet your needs?

A) Yes B) No C) Cant Say

Q.3 Which brand of detergent you consume?

..

Q.4 Rate the quality and usage of your detergent

A) Excellent B) Above Average C) Average D) Below Average E) Poor

Q.5 What matters to a customer in a new product?

A) Packaging B) Price C) Brand D) Quality

Q.6 Which quantity or which packet is purchased by customer mostly?

A) Sachet packet B) 1 Kg C) 500gram D) 200gram

Q.7 Are you satisfied with the companys environmental concern, sensitivity to recycling,

disposability?

A) Highly satisfied B) Satisfied C) Neutral D) Dissatisfied E)

Highly Dissatisfied

MANUFACTURERS

Q.1 Supply made in the market by

A) Company B) Distributor C) Whole seller D) Retailer


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Q.2 what drives market of detergent?

A) Margin B) Demand C) Supply D) Logistics

Q.3 Do you find people to people relationship with the suppliers

A) Yes B) No C) Cant say

11. Do you feel that your organization is functioning effectively in timely introduction of

new and improved products?

A) Excellent B) above Average C) Average D) below Average E) Poor

12. Is the company is listening and responding to customer needs?

A) Yes B) No C) Cant say


ENTERPRISE NAME:-

AREA:-

Q.1 Which detergent is most preferred by consumers?

A) Arasan B) Wheel C) Henko D) Rin E) Others

Q.2 What matters to a customer in a new product?

A) Packaging B) Price C) Brand D) Quality

Q.3 Basis do you make purchase?

A) Cash B) Credit C) Partial cash

Q.4 Frequency/ time duration for purchase of detergent?

A) Weekly B) 15 Days C) Monthly

Q.5 Purchase pattern

A) Bulk B) Retail C) Dozen


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Q.6 Which quantity or which packet is purchased by customer mostly?

A) Sachet packet B) 1 Kg C) 500gram D) 200gram

Q.7 How consumer asks or relates the product?

A) Brand B) Colour C) Price D) Other thing

Response Sheet 1


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Details of Student

Name : Nadeem Ahmed.S.N

ID Number : FW810/01455/MKT

Batch : PGP/FW/08-10/HR

Phone No : 9884136038

Specialization : MBA (Marketing & HR)

Email ID : [email protected]

The Topic of the study : Success Strategy of Retail Industry in India

Date when the Guide was consulted: 28/10/10

The outcome of the discussion: Final Report ready.

The Progress of the Thesis: Final report checked by the faculty.

Kaushik Thesis Middle

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