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ASTUDY ON THE IMPACT OF TV
ADVERTISEMENT CREATED
BY
JANSONS SHIRTS &
TROUSERS
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JANSONS GROUP OF INDUSTRIES
Jansons Group of Industries started in
1970's with a modest beginning and has
been growing as a highly motivated
enterprising entity since then.
Traditional heritage together with rich
experience of ancestral simplicity, the
promoters Shri. T.S. Natarajan, and his sons,
Shri. T.N. Kalaimani and Shri.
Thirukumar, have made Jansons a brandname to reckon with. Diligence, dedication, and
deliberated quality consciousness have made
possible for Jansons to make its presence in
various fields like Granites, Health Care,
Education, and of course Flagship Textiles.
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OBJECTIVES :
To understand the level of awareness created bythe advertisement
To study the relative impact of the advertisementcreated when compared to the competitivebrands.
To study the recall status of the advertisement in
the consumers
To study the factors that influenced theconsumers in the advertisement
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RESEARCH
METHODOLOGY
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Research Design - Descriptive study
Research Approach - Survey method
Research Instrument - Questionnaire
Sampling Type - Non-probability
sampling
Sampling Method - Convenience sampling
Sampling Size - 200
Contact Method used - Personal contact method
Statistical Tools -Percentageanalysis, and
Garrett RankingMethod
Statistical Package - SPSS
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LIMITATIONS
Sample size was restricted to 200 due to the time
constraint.
Survey was conducted in Chennai and Erode.
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PURCHASE AWARENESS ABOUT BRANDED
SHIRTS
7252
6326
5822
3933
34483219
1 2 3 4 5 6
In Chennai
6970
62975859
3945
34483233
1 2 3 4 5 6
In Erode
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WHAT FACTORS IN TV ADVERTISEMENT
WILL INFLUENCE DECISION MAKING
6946
4422
3758
2707
1987 1880
1 2 3 4 5 6
brand
name
impact of
overallad
offers
relatedinfo.
prod
relatedinfo.
model jingle
68656679
5556
4456
3767
2744
1 2 3 4 5 6
Offers
relatedinfo
brand
name
prod
relatedinfo
impact of
ad
model jingle
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MAJOR FACTORS WHILE PURCHASING
BRANDED SHIRTS
6915
6445
47204410
2600
1 2 3 4 5
quality price brand
value
fashion instant
wear
In Chennai
6765
6360
4730 4705
2675
1 2 3 4 5
quality price fashion brand
value
instant
wear
In Erode
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WHICH BRAND COMES TO YOUR MIND WHEN
THINKING OF BRANDED SHIRTS -CHENNAI
70096861
6160 6093
5795 54875148 5197
47774493 4485
4110
35113314
2026
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
basics louis
phillip
peter
england
park
avenue
ramraj john
players
allen
solley
indian
terrain
indigo
nation
arrow jansons provogue van
husen
zero sting
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WHICH BRAND COMES TO YOUR MIND WHEN
THINKING OF BRANDED SHIRTS -ERODE
0
1000
2000
3000
4000
5000
6000
7000
8000
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BUDGET PER SHIRT - CHENNAI
4
22
51
19
4
0
10
20
30
40
50
60
< 300 301 to 500 501 to 700 701 to 1000 above 1000
Percent
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BUDGET PER SHIRT - ERODE
3
31
41
15
10
0
5
10
15
20
25
30
35
40
45
< 300 301 to 500 501 to 700 701 to 1000 above 1000
Percent
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DOES TVADVERTISEMENTS DECIDE THE
MARKET SHARE -CHENNAI
27
56
17
0
10
20
30
40
50
60
neutral agree very much agree
Percent
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DOES TV ADVERTISEMENTS DECIDE THE
MARKET SHARE -ERODE
28
61
11
0
10
20
30
40
50
60
70
neutral agree very much agree
Percent
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HAVE YOU SEEN JANSONS
ADVERTISEMENT IN TV - CHENNAI
yes
24%
no
76%
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DOES YOUR OPINION ABOUT THE BRAND CHANGE
AFTER SEEING THE ADVERTISEMENT -CHENNAI
yes
10%
no
90%
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HAVE YOU SEEN JANSONS
ADVERTISEMENT IN TV - ERODE
yes
38%
no
62%
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DOES YOUR OPINION ABT THE BRAND CHANGE
AFTER SEEING THE ADVERTISEMENT -ERODE
yes
22%
no
78%
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FINDINGS :
Awareness about the brand Jansons was only
24% in Chennai and 38% in Erode.
People dont find the advertisement attractive.
The advertisement was not on proper timings
(Jerry here proper timings in de sense most men
go out for work by 9 in de mang and come back
max by 7..and their ad were runnin durin noon
serial timings..)
The pricing of the product is considered to
slightly higher.
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RECOMMENDATIONS :
Promotion through news paper ad can be increasedwhich will also improve the awareness on the product.
Bill boards can be placed at the prime places in thecity.
Television advertisement can be made moreattractive.
The television advertisements can be played on primetimings.
Can introduce brand ambassador to increase thebrand recall.
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CONTD..
They can also sell their products through otherexclusive ready-made showrooms.(Dis s
impt. Pt. for ur brand jerry..)
They can have their advertisements in some ofthe popular magazines like Business line ,India
today.
Can use some Pr tools to increase awareness andGoodwill of the Brand.
Advertisement can have Emotional touch.(Dis
also..)
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CONCLUSION : As retailers shift from mass marketing to targeting specific
groups of consumers, they're becoming increasingly
innovative in their products and advertisements.
The middle class population in India will reach 41 pc oftotal population by 2025 and this will contribute for thegrowth of western wear segment as well as the entireapparel retail segment in India.
Aditya Birla Nuvo has forayed into apparel retail with thelaunch of its first family store, Peter England People
The company plans to invest Rs 4 billion over five years,onbuilding a chain of 80 Peter England People stores across10,000-12,000 sq ft.
Hence to meet the growing competition either they shouldbe unique with their products or they have to promote theirproduct through promotional tools aggressively.
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