Submitted to: Ms.

Krity Mehta

Submitted by : Saurabh Chauhan(11BBA28)


Introduction
Products
Objectives
Research methodology
Review Literature
Bibliography


Brand is the "name, term, design, symbol, or any other feature that
identifies one seller's product distinct from those of other sellers." Brands are
used in business, marketing, and advertising. Initially, livestock branding
was adopted to differentiate one person's cattle from another's by means of a
distinctive symbol burned into the animal's skin with a hot branding iron. A
modern example of a brand is Coca Cola which belongs to the Coca-Cola
Company. In accounting ,a brand defined as an intangible asset is often the
most valuable brand asset on a corporation's balance sheet. Brand owners
manage their brands carefully to create shareholder value, and brand
valuation is an important management technique that ascribes a money value
to a brand, and allows marketing investment to be managed (e.g.: prioritized
across a portfolio of brands) to maximize shareholder.



Brand awareness is the extent to which a brand is recognized by
potential customers, and is correctly associated with a particular product.
Expressed usually as a percentage of target market, brand awareness is
the primary goal of advertising in the early months or years of a product's
introduction.
Brand awareness is related to the functions of brand identities in
consumers memory and can be reflected by how well the consumers can
identify the brand under various conditions.

The beginning
It all began on 15th march 1959, which was a warm summer day with the
sun shining brightly in the cloudless sky. A majority of the women
inhabitants of an old residential building in Girgaum (a thickly populated
area of South Bombay), were busy attending their usual domestic chores.

A few of them, seven to be exact, gathered on the terrace of the building and
started a small inconspicuous function. The function ended shortly, the result
- production of 4 packets of Papads and a firm resolve to continue
production. This pioneer batch of 7 ladies had set the ball rolling.

As the days went by, the additions to this initial group of 7
was ever-increasing. The institution began to grow.

The early days were not easy. The institution has its trials
and tribulation. The faith and patience of the members were
put to test on several occasion - they had no money and
started on a borrowed sum of Rs. 80/-.
Self-reliance was the policy and no monetary help was to be
sought (not even voluntarily offered donations). So work
started on commercial footing.With quality consciousness as
the principle that guided production, Lijjat grew to be the
flourishing and successful organisation that it is today

About lijjat
Shri Mahila Griha Udyog Lijjat Papad is a Women's
organisationmanufacturing various products from Papad, Appalam,
Masala, Gehu Atta, Chapati, SASA Detergent Powder, SASA Detergent
Cake (Tikia), SASA Liquid Detergent.
The organisation is wide-spread, with it's Central Office at Mumbai and
it's 81 Branches and 27 Divisions in different states all over India.
Membership has also expanded from an initial number of 7 sisters from
one building to over 43,000 sisters throughout India.
The success of the organisation stems from the efforts of it's member
sisters who have withstood several hardships with unshakable belief
in 'the strength of a woman'.



Shri Mahila Griha Udyog has diversified its various activities. Besides it's
world famous papads it also currently has -
A Flour Division at Vashi (Mumbai) where flour is milled from Udad Dal
and Moong Dal.
A Masala Division at Cottongreen (alongwith a Quality Control Laboratory)
at the same place where different kinds of spice powders like Turmeric,
Chillies, Coriander and ready mix masala and like Garam Masala, Tea
Masala, Pav Bhaji Masala, Punjabi Chole Masala etc. are prepared and
packed in consumer packs.
A Printing Division also at the same place.
Lijjat Advertising Division at Bandra (Mumbai)
Chapati Divisions at Bandra, Wadala, Mulund & Kandivali
A Polypropylene set-up at Kashi-Mira Road.
A Detergent Powder and Cakes manufacturing unit at Pune (Sanaswadi) .


Shri Mahila Griha Udyog Lijjat Papad is synthesis of three different
concepts, namely

(1) The concept of Business
(2) The concept of family
(3) The concept of Devotion
All these concept are completely and uniformly followed in this
institution. As a result of this synthesis, a peculiar Lijjat way of thinking
has developed therein.


The institution has adopted the concept of business from the
very beginning. All its dealings are carried out on a sound
and pragmatic footing - Production of quality goods and at
reasonable prices. It has never and nor will it in the future,
accept any charity, donation, gift or grant from any quarter.
On the contrary, the member sisters donate collectively for
good causes from time to time according to their capacity.
Besides the concept of business, the institution along with all
it's member sisters have adopted the concept of mutual
family affection, concern and trust. All affairs of the
institution are dealt in a manner similar to that of a family
carrying out its own daily household chores.



But the most important concept adopted by the institution is
the concept of devotion. For the member sisters, employees
and well wishers, the institution is never merely a place to
earn one's livelihood - It is a place of worship to devote one's
energy not for his or her own benefits but for the benefit of
all. In this institution work is worship. The institution is open
for everybody who has faith in its basis concepts.

Lijjat is the No. 1 player in this segment in all the markets that it is
present. Infact the brand has become generic in nature. The Lijjat name is
synonymous with quality papads. The only other established competitor
in this segment is Tasty.
Papad making is a labour intensive and requires low working capital.
Therefore there are hardly any entry barriers in this business. Also there
are a lot of variants of papad based on the regional and local tastes. The
local operators cater to a limited geographical area and appeal the local
taste buds

Papad
udad with garlic chillies
udad with red cchillies
moong
udad special
moong special
Punjabi masale special

Traditional masala
Standard chilli powder
Premium chilli powder
Kashmiri chilli powder
Turmeric chilli powder
Coriander powder
Cumin powder
Black pepper powder

Ready mix masala
Garam masala
Tea masala
Pav bhaji masala
Punjabi chole masala
Jaljeera masala
Fish masala
Chicken masala

Jeera papad
Appalam
Gehu atta

Detergent
Det. powder active white
Det. Powder green
Det. Powder yellow
Dish wash bar
5ltr liquid soap


To assess the awareness for lijjat papad
To assess the reasons for preferring lijjat as a brand to study the whole
journey of lijjat.
To understand the competitive market of lijjat papad
To analyse and evaluate the satisfaction of customers:
Taste
Quality
Availability


Type of research : Descriptive Survey Research
Type of Data : Primary and Secondary
Sample Size : 80
Sample Method : Non Probability
Sampling Procedure : Convenience Sampling
Tools of Analysis : BAR CHART

The two important measure of brand awareness is brand recognition and
recall. (Hoyer and Brown, in 1990,)
Kapferer, in 1988 says top of mind awareness is critical as it captures
the consideration set in a given purchase situation. (Laurent, Kapferer
and Roussel, 1995) Study on recall of pictorial advertisements as
compared to non-pictorial advertisements indicate how much more
effective they are rural consumers as compared to urban consumers.
(Velayudhan, 2002) In some studies, brand preference has been equated
with brand loyalty (e.g., Rundle-Thiele and Mackay 2001).
In other studies, it has been evaluated as a precursor to brand loyalty
(e.g., Odin et al. 2001). Ben-Akiva et al. (1999) define preferences as
comparative judgments between entities. Additional reasons (other than
promotions) why consumers may purchase other brands despite a stated
brand preference include a desire to try and learn more about different
brands in the category; changing needs or situations; variety seeking; and
changes in the available alternatives due to new products or
improvements to existing products (Coulter et al. 2003). Alba and
Hutchison (1987) propose that experts are more likely to search for new
information because (a) expertise increases awareness of the existence of
potentially acquirable information and (b) familiarity reduces the cost of
information acquisition.

Schmidt and Spreng (1996) further postulate that knowledge
increases the perceived ability to search and therefore should
decrease the perceived costs of search. Greater knowledge
has been shown to be positively related to increased
involvement with a category (e.g., Raju et al. 1995).
Dunn et al. (1978) viewed advertising from its functional
perspectives;
Morden (1991) is of the opinion that advertising is used to
establish a basic awareness of the product.
Those views of Etzel et al. (1997) coincide with the simple
but all-embracing definitions of Davies (1998) and Arens
(1996). Aaker (2000) regarded brand awareness as a
remarkably durable and sustainable asset.


Yee and Young (2001), aimed to create awareness of high fat content of
pies, studied consumer and producer awareness about nutrition labeling
on packaging.
Chen (2001) expressed a different thought on brand awareness that it was
a necessary asset but not sufficient for building strong brand equity.
Beverland (2001) analyzed the level of brand awareness within the New
Zealand market for zespri kiwi fruit.

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