Professional Documents
Culture Documents
CHAPTER-1
RESEARCH DESIGN
CHAPTER-2
REVIEW OF LITERATURE
10
11
12
13
14
Its first element, Attention, refers to the advertisers' efforts to gain the
attention of the consumer through effective advertisement. If consumer
response to advertising is positive, the model proceeds to the next step,
Interest, where consumer expresses interest in the particular brand. Then, in
the step of Desire, the consumer theoretically manifests an active buying
behaviour. In the last step, Action, the theoretical manifestation transforms
into actual buying behaviour.
KNOW
Media
advertising
publicity
Knowledge
Liking
FEEL
Sales
promotion
Preference
Conviction
DO
Purchase
Personal
selling
15
Six Stages
Awareness:
If most of the target audience is unaware of the object, the
communicator's task is to build awareness, perhaps just name recognition,
with simple messages repeating the product name. Consumers must become
aware of the brand. This isn't as straightforward as it seems. Capturing
someone's attention doesn't mean they will notice the brand name. Thus, the
brand name needs to be made focal to get consumers to become aware.
Magazines are full of ads that will capture your attention, but you'll have
trouble easily seeing the brand name.
Knowledge:
The target audience might have product awareness but not know much more;
hence this stage involves creating brand knowledge. This is where
comprehension of the brand name and what it stands for become important.
What are the brand's specific appeals, its benefits? In what way is it different
than competitor's brands? Who is the target market? These are the type of
questions that must be answered if consumers are to achieve the step of brand
knowledge.
Liking:
If target members know the product, how do they feel about it? If the
audience looks unfavourably towards the product to communicator has to find
out why. If the unfavourable view is based on real problems, a
16
Conviction:
A target audience might prefer a particular product but not develop a
conviction about buying it. The communicator's job is to build conviction
among the target audience.
Purchase:
Finally, some members of the target audience might have conviction but not
quite get around to making the purchase. They may wait for more information
or plan to act later. The communicator must need these consumers to take the
final step, perhaps by offering the product at a low price, offering a premium,
or letting consumers tried out. This is where consumers make a move to
actually search out information or purchase.
Thus advertising is thought to work and follow a certain sequence whereby
the Prospect is moved through a series of stages in succession from
unawareness to the purchase of the product.
17
CHAPTER 3
INDUSTRY & COMPANY
PROFILE
18
19
20
Business Bags: Primarily for business use: Laptop bags, satchels and brief
case.
Table 3.1: Market Size(US$ million)
Bag
segment
2006
2010
2015
CAGR
CAGR
(20062010)
(20102015)
Samsonite
Market
share in
2010
Travel
225
412
866
16.4
%
16.0%
22.9%
Casual
172
321
687
16.9
%
16.5%
5.7%
Business
111
183
321
13.3
%
11.9%
1.8%
Total
508
916
1874
15.5
%
15.4%
16.8%
21
22
23
accordance with the stipulation provided by the clients. We ensure that these
Book Bag are highly reliable & durable and are available at pocket friendly
prices.
School Backpacks Owing to our expertise, we are manufacturing and
supplying a wide gamut of stylish backpacks. These are beautifully designed
and fabricated by our skilled professionals by utilizing selected high quality
material and advanced technology. Ideal for both, ladies as well as gents,
these have gained popularity amongst our clients for their qualitative finish
features. Also, these Fashion Backpack can be given as gifts and are available
in diverse designs, colors and patterns. We provide these trendy backpacks to
our respected clients at the most affordable prices.
24
25
ECONOMIC ASPECTS:
The economic goal of a certain industry is like an axis in which other
objectives or goals are revolving. The economic factor involves the context in
which an industry belongs, i.e. the configuration of the competition in which
a company operates the active demand of the products, general economic
condition of the nation or region, conditions in relation with other industries,
and the situation of the resource markets like:
1. Economic stability
26
TECHNOLOGICAL ASPECTS:
The complexities of achieving business success through increased efficiency,
effectiveness and competitiveness, combined with innovative applications of
modern technology, has heightened the awareness of both technology and
business managers towards more strategically oriented approaches for
planning and management of any industry. Hence, it is important that industry
must be able to give consideration to the technological aspects.
27
CHALLENGES
Stiff competition from unorganized sector
28
ANNA GROUP
More than three decades ago, in 1968, when Mr.M.C.Jacob founded the Anna
Aluminium Company, he made a break with the past. Belonging to an affluent
family of plantation owners, he ventured into the risky world of
manufacturing industry and hoped for the best, while working very hard to
make his maiden venture a success. Today the Group is involved in the
manufacture of Aluminium sheets, Circles, Vessels and Utensils from
aluminium ingots, Spices, Fabrics, Garments and Marine exports etc. The
'ANNA ' range of vessels and utensils are highly popular in the domestic
market and in the Middle East, U.S.A, Africa and Australia. The TQM
journey started at ANNA group on 6th June 2005.
ANNA ALUMINIUM
Established in 1968 at Kizhakkambalam, Anna Aluminium Company is the
flagship company of the Anna Group. It is engaged in the manufacture of
Aluminium sheets, circles, vessels and utensils from 99.5% pure Aluminium
Ingots. Its `CHAKSON' range of packaged products, which include Pressure
Cooker, Milk Boiler, Thermal Cooker; Compact Idli Cooker etc. are highly
popular in the South Indian market. It is presently the only manufacturer with
ISI Certificate for its vessels in Kerala.
Product Range: Pressure Cooker, Thermal Cooker, Multi Steamer, Degchie,
Fry pan, Kettle...
Product Gallery: Packed I Non-Packed
1 SARA SPICES
Sara Spices was founded in 1978 to process and market, domestically and
internationally; spices and hill produce like Pepper, Cardamom, Turmeric,
Masala and Curry powders. High standards of quality and hygiene have won
29
owners. About 400 power loom owners were established in the premises
under the banner of Kizhakkambalam Textiles Limited.
The group got highest regards for the welfare of the employees and general
public. Seven charitable programmes were organized for the benefit of the
lower strata of the society. The group is also providing a very good
accommodation and canteen facility to employees who hail from all over
Kerala.
30
: KITEX Limited
Address
: Kizhakkambalam, Aluva
Registered Office
: Kizhakkarnbalam
Nature of Business
blends
Production Capacity
: Rs. 3,39,01,060
: 200 crores
Growth
: Steady
: Shri. M.C.Jacob
Director
Auditor
Banker
VISION
31
SARA SPICES
SCOOBEE DAY
ALUMINIUM
KITEX LTD
ANNA
32
33
Size
MRP
Executive
130 cm *200 cm
Rs.175
Medium
127 cm * 200 cm
Rs.138
Medium super
127 cm *200 cm
Rs.150
Standard
127 cm * 192 cm
Rs.175
Supreme
127 cm * 200 cm
Rs.150
Economy
127 cm * 192 cm
Rs.125
Regular
124 cm * 155 cm
Rs.110
Source : Secondary Data
B) Dhothies
`Kitex White' gives the customers an array of white dhothies single as well
as double. It comes with streaks of colour and gold to add to the looks of their
dhothies. It is available in the rate between Rs.100/- to Rs.310/Some of the varieties dhothies available in Kitex are:
Smartline White single dhothy with streaks of either dark red or dark blue or
dark green lines, which can be worn equally at home and outdoors.
34
Size
128cm x
200cm
127cm x
200cm
127cm x
200cm
127cm x
200cm
127cm x
385cm
127cm x
385cm
127cm x
400cm
35
385cm
127cm x
400cm
127cm x 385cm
127cm X
400cm
C) Bed-Spread
Kitex also have beautiful and wide range of bed spreads in the range between
Rs.150 to Rs.550. Through the years, the company has carved a niche for
itself in this highly competitive industry with its tradition of world class
quality.
Bed sheets or Bed spreads are available in the following varieties:
Sweet Dreams 60
Beautiful Bed spreads available in beautiful designs and pleasant colour to
suit our bed rooms.
Sweet Dreams 50
Beautiful Bed spreads available in beautiful designs and pleasant colours to
suit our bed rooms.
Table 3.5 Products and particulars
Products and particulars
Size
128cm x 225cm
152cm x 225cm
152cm x 225cm
152cm x 225cm
36
152cm x 225cm
152cm x 225cm
Source: Secondary data
D) Mull
Price ranges from Rs.40/- to Rs.60/-. Mulls are basically produced in two
classes in Kitex. They are:
Table 3.6 Mull varieties in Kitex
Classes
Size
MRP
Economy
127 cm
Rs.48/-
Medium
1228 cm
37
38
39
40
41
ORGANIZATION STRUCTURE
Kitex Limited follows the line/military organization structure. Managing
director is in the top level. Other functional managers are followed by him.
The span of control of the organization is narrow spans. The main advantage
of this type of control is that close supervision, clear chain of command and
close control and fast communication between subordinates and superiors.
The model of the organizational design is mechanistic model.
An efficient management system plays a dominant role in the success of all
business units. It is this section that declares the level of output, its production
pattern, pricing technique, marketing style and even the mode of conduct of
its executives.
The chairman and the managing director who are the representatives of the
shareholders take the important decisions of the group concerns. They
perform strategic planning and policy making function of Kitex Limited. For
their help, the general manager, top executives of the company's management
are appointed. General Manager is responsible for the smooth, efficient and
productive functioning of the unit, from the production to the marketing.
The middle level management comprises of production manager,
marketing manager, finance manager, personnel manager, purchase manager,
store manager and quality controller.
42
Worker
Supervisor
Assistant InspectorAssistant
Officer
Personnel&
Executive
Admin Manager
Personnel Manager
Manager Executive
Manager
Accounts Executive
Assistant Manager
Assistant Manager
Administration
ORGANIS
ATION
STRUCTU
RE
oduction Manager
Manager QualityPurchase Manager
General Manager
Vice President
Chairman& M.D
CHAPTER - 4
DATA ANALYSIS AND
INTERPRETATION
44
Following charts and tables shows the analysis of the personal data of
respondents:Gender
Description
No.of respondents
Percentages
Male
93
46.66
Female
107
53.34
Total
200
100
No. of respondents
No. of respondents
Male
Female
INTERPRETATION:-
45
Age Group
Age group
No. of respondents
Below 30
24
30-45
128
46-60
48
Above 60
0
total
200
( Table 4.2 )Source: Primary data
Age group
140
120
100
80
60
40
20
0
Below 30
30-45
46-60
Above 60
INTERPRETATION:From the table and chart shown above it is clear that people in the age group
of 30-45 & 46-60 are more aware of the advertisement of ScooBee Day .The
46
136
64
200
Locality Background
(Table 4.3) Source: primary data
Locality
Rural
Urban
INTERPRETATION:-
47
48
49
Brand Awarness
Yes
No
50
Johns
Kitex
Popy
Ramraj
VIP
Others
51
52
Awarness of "3S"
Awarness of "3S"
Yes
No
53
18-24
NR
25-29
%
30-34
35-39
NR
NR
NR
Attractive
12
50
33.34
28.57
50
Creative
20.83
25
14.29
Irritating
Draws attention
20.83
16.67
28.6
25
Persuasive
14.29
25
Realistic
4.17
8.33
Boring
8.33
True
4.17
Informative
8.33
14.29
Total
24
100
12
100
100
100
54
NR
NR
50
71.42
28
46.67
33.33
11
18.33
16.67
1.67
14.29
11
18.33
3.33
3.33
1.67
1.67
14.29
100
100
60
100
80
70
Attractive
60
Creative
Irritating
50
Draws attention
Persuasive
40
Realistic
Boring
30
TRUE
Informative
20
10
0
INTERPRETATION:-
55
25-29
30-34
35-39
40-44
N %
R
N
R
N
R
N % N
R
R
Much
better
25
25
14.3
50 4
66. 4
7
57.
2
20 38.3
Some
what
better
1
3
54.
2
25
57.2
25 2
33. 3
4
42.
9
26 43.3
Just
same
16.
7
25
28.6
25 0
10 16.7
Not as 1
good
4.2
16. 0
7
Above
45
Total
N %
R
N
R
56
2
4
100 12
10
0
100
10 6
0
10
0
100 60 100
Just same
Not as good
Worse
30
20
10
0
INTERPRETATION:From the table it is inferred that in age groups 18-24 &30-34 majority were of
opinion that the end of ScooBee Day is somewhat better than their
competitors.
Advertising describing the product.
Descript 18-24
ion
25-29
30-34
35-39
40-44
Above
45
total
N
R
N
R
N
R
N
R
N
R
N
R
N
R
Very
good
25
8.3 1
14. 2
3
50 2
33. 1
3
14. 13 21.
3
7
Good
14 58. 7
3
58. 5
3
71. 2
5
50 2
33. 5
3
71. 35 58.
5
3
Average
25
14. 0
33. 1
14. 11 18.
16. 3
57
Very
bad
8.3 0
1.6
7
Total
24 10
0
10
0
10 6
0
10
0
10
0
60 10
0
12 10
0
Very good
Good
60
Average
No. of respondents
40
Bad
Very bad
20
0
Axis Title
INTERPRETATION:From the table it is inferred that majority of the respondents in all age groups
are of opinion that the advertisement of ScooBee Day is good and also
21.67% of the respondents were saying the advertisement is very good.
58
18-24
25-29
30-34
35-39
40-44
Above
45
Total
N
R
N
R
N
R
N
R
N
R
N
R
N
R
Yes
11 45. 7
8
58. 4
3
57. 3
2
75 3
50 4
57. 32 5
2
3.
3
No
13 54. 5
2
41. 3
7
42. 1
9
25 3
50 3
42. 28 4
9
6.
7
Total
24 10
0
10
0
10 6
0
10 7
0
10
0
12 10
0
60 1
0
0
59
40
Yes
30
No
20
10
0
Age group
INTERPRETATION:From the table it is clear that the most of the respondents of age group 25-29,
30-34, 35-39, and above 45 were of opinion that the advertisement will
influence the purchase decision.
60
61
25-29
30-34
35-39
40-44
Above
45
Total
N
R
N
R
N
R
N
R
N
R
N
R
8.3
8.3
50
16.
6
14.
2
1
1
.
6
Like 20 83.
ly
3
66.
6
10
0
50
83.
3
85.
7
48 8
0
Not
sure
Unli
kely
8.3
16.
6
6
.
Very 2
likel
y
24 10
0
8.3
12 10
0
10
0
10
0
10
0
10
0
60 1
0
0
Likely
Not sure
60
Unlikely
Very unlikely
40
20
0
Age group
INTERPRETATION:From the table it is inferred that out of 60 respondents 80% of them were
saying that they would likely purchase the product the next time they need
based on the advertisement.
1
.
6
7
62
18-24
25-29
30-34
35-39
40-44
Above
45
Total
N
R
NR %
N
R
N
R
% N
R
N
R
N
R
Very
satisfied
14.
3
5
0
33.
3
14.
3
10
Satisfied
1
9
79.1 7
7
58.
3
71.
4
5
0
66.
7
57.
2
4
1
68.3
Neutral
20.8 5
41.
7
14.
3
28.
6
1
3
21.7
Unsatisfie 0
d
Very
2
4
100
12
10
0
10
0
1
0
0
10
0
10
0
6
0
100
unsatisfie
d
Total
63
Level of satisfaction
No. of respondents
120
Very satisfied
100
Satisfied
80
Neutral
60
Unsatisfied
unsatisfied
40
Total
20
0
Age group
INTERPRETATION:From the table it is inferred that out of 60 respondents 68.3% were satisfied
with the ScooBee Day bags. 21.67% were neutral and 10% of the respondents
were very satisfied.
64
25-29
30-34
35-39
40-44
Above
45
Total
N
R
N
R
N
R
N
R
N
R
N
R
25 1
16. 1
7
14. 7
3
16. 0
7
%
11.
6
Good
17 70. 10 83. 6
8
4
85. 3
7
75 4
66. 6
6
85. 46 76.
7
7
Average
12. 1
5
8.3 1
14. 0
3
16. 0
7
10
Poor
8.3 0
1.7
Very
poor
Total
24 10
0
10
0
10 6
0
10
0
10
0
60 10
0
12 10
0
65
100
Good
80
no. of respondents
Average
60
Poor
40
Very poor
Total
20
0
Age group
INTERPRETATION:From the table it is clear that out of 60 respondents more than 75% were of
opinion that the brand image of ScooBee Day is good and 11.67% were
saying that ScooBee Day is excellent. Only 1.67% have an opinion that brand
image is poor.
Yes
25-29
30-34
35-39
40-44
Above
45
Total
N
R
N
R
% N
R
% N
R
% N
R
N
R
N
R
70
25 7
10 2
50 4
66
85
65
66
29
.2
75 0
50 2
33
.3
14
.3
2
1
35
Total
2
4
10
0
1
2
10 7
0
10 4
0
10 6
0
10
0
10
0
6
0
10
0
Yes
60
No
40
20
0
age group
25-29
30-34
35-39
40-44
Above
45
Total
N %
R
N %
R
N %
R
N %
R
NR %
N %
R
67
News 0
paper
Radi
o
Maga 1
zine
4.2
Word 1
of
mout
h
4.2
8.3 0
Total
100 1
2
10
0
2
4
1.7
25 0
10 4
0
10 6
0
10 7
0
10
0
6
0
10
0
Magazine
Word of mouth
40
20
0
Age group
Total
68
CHAPTER 5
Findings, Suggestions & Conclusion
5.1 Findings
69
0-1 year.
Majority of the respondents were not currently using Scoobee Day.
Majority of the respondents had watched the advertisement of Scoobee
Day only once in the past month.
Majority of the respondents were not familiar with any of the
advertisement of Scoobee Day.
Majority of the respondents agrees that the advertisement of Scoobee
day is misleading.
Majority of the respondents agrees that the advertisement of Scoobee
Day is entertaining.
Majority of the respondents agrees that the advertisement of Scoobee
Day is persuading.
Majority of the respondents agrees that the advertisement of Scoobee
Day tells them about what people like them prefer to buy & use.
Majority of the respondents were not sure that the advertisement of
Scoobee Day shows them the important features.
Majority of the respondents agrees that the advertisement of Scoobee
Day were representing the true picture of the product.
Majority of the respondents liked the advertisement as it is funny.
Majority of the respondents were of an opinion that the advertisement
of Scoobee Day is attractive.
Majority of the respondents were saying that the ad of Scoobee Day is
somewhat better when compared with the competing ads of similar
products.
Majority of the respondents were saying that the advertisement of
Scoobee Day is good.
70
their purchase.
Majority of the respondents would likely purchase the product the next
time when they need based on the ad.
Majority of the respondents were satisfied regarding the purchase of
the product.
Majority of the respondents were of opinion that the brand image of
Scoobee Day is good.
Majority of the respondents believes in advertising.
Majority of the respondents were saying that they get attention more
through television.
Majority of the respondents were saying that they will be influenced
by the ad which provides information.
Majority of the respondents likes animations in the advertisement of
Scoobee Day.
71
5 b. Suggestions
72
5 c. Conclusion
73
BIBLIOGRAPHY
Wells, Moriarty, Burnett: Advertising principles and practice 7th
edition.
C.R. Kothary: Research Methodology, New Age International
Publishers 2nd edition.
WEBLIOGRAPHY
www.kitex.com
74
ANNEXURE
QUESTIONNAIRE
SCHEDULE
Name:
Gender:
Male
Female
Age:
Below 30
30-45
46-60
Above 60
75
Occupation:
Residence locality:
Rural
Urban
Rs.15,000- 30,000
Above Rs.45,000
Children
Relatives
Others
4. Which of the below companies do you associate ScooBee Day schoolbags with?
Johns Kitex
Popy Ramraj
VIP
Others ..
5. Has your child/children requested you to purchase ScooBee Day schoolbags?
Yes
No
Cant recollect
6. Have you ever noticed the advertisements of ScooBee Day schoolbags?
Yes
No
7. If yes, which media of advertisement?
TV Movie Hall
Newspaper
Magazine
Hoardings
Very Good
Good
Neutral
Bad
Very Bad
76
11. Which are the school bag advertisements you recollect other than those of ScooBee Day bags?
Skybags
Wildcraft
Puma Adidas
Reebok
VIP
Others...
12. Do you go through the advertisements you receive via email?
Always Often Sometimes Rarely
Never
13. Do you go through the advertisements you receive via SMS/Text Message?
Always Often Sometimes Rarely
Never
14. Do you go through the advertisements you come across in Facebook?
Always Often Sometimes Rarely
Never
15. Where have you bought school bags from?
Retail Store
From School
Online Shopping
Others .
16. Please rate the suitability of advertising school bags in the following media on a scale of 1 to 5
(1-Most Suitable, 5 Least suitable):
Media Type
17.
TV
Newspaper
Magazine
Movie Hall
Hoardings
E-mail
SMS/Text
Social Media
What improvements do you suggest in this years advertisements of ScooBee Day School Bags?
Change in advertisements theme
Change of cartoon character
Increase the frequency of advertisements
Decrease the frequency of advertisements
Others (Pls. specify................................................................................................)
77