THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT NEW DELHI

SUMMER TRAINING PROJECT REPORT ON

A STUDY ON IMPACT OF BTL ACTIVITIES ON HINDWARE'S MARKET POSITION

UNDER GUIDANCE OF: MR.VISHAL MUTREJA SUBMITTED BY: SUNNY TYAGI BATCH: FW/10-12 SECTION: FK 1 REF ID: D1012FWISBE-B10707-(DEL-5-$-1372) IIPM, NEW DELHI Email ID: sunny_tyagi1802@yahoo.in

ACKNOWLEDGEMENT

This project was an insightful experience of my internship at Hindware, Gurgaon. I would like to thank Mr. Vishal Mutreja for not only giving me the opportunity to work on this project, but also provided me with sound guidance and the necessary facilities to carry out the project. I thank him for giving me numerous assignments beyond my project and expose me to the entire gamut of activities and made me to learn more beyond my project.

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TABLE OF CONTENT
Title page Completion certificate from the company / organization Acknowledgements Executive summary Introduction Research objectives and methodology Body of the report - sector overview Company details Primary findings and analysis An assessment of the internship Conclusion & recommendations Illustrations & annexure Bibliography ii iv 1 6 9 19 23 43 46 56 59

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EXECUTIVE SUMMARY
Advertising and communication today is experiencing a transformation at a pace faster than ever. It is evident in India more than anywhere else. The rising economy, increased cash at hand for disposal and a consumerist mindset coupled with the changing lifestyle and media hav made communicating with the consumers a daunting task.Shopping today has evolved , and so has the consumer. While the consumer is being hammered through means and methods of communication that pass through certain filters of his mind to lodge the brand there, he is still vulnerable to various psychological factors and bran selection inducements at the point of purchase. Good advertising is that which sells. and in context of today's scenario the need is for a judicious and careful spend of marketing budgets to gain maximum impact that converts into sales. Brands today need to go beyond the share-of-mind to capture the share-of-wallet. With mass-media's return on investment going down drastically because of audience fragmentation and media-cost inflation, marketers are looking at BTL more and more to deliver customized solutions for their brands. BTL in marketing is considered one of the most effective tools of product promotion. BTL-events allow not only to create positive image of the company, to get acquainted the customer with the product, to get interested the prospects in product purchasing, but also helps to provide all necessary information on terms of purchase, using and storage of product/service. Visual presentation of a product increases customer loyalty and allows for increasing product sales volumes.

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HSIL Limited is the largest Indian manufacturer of sanitary ware products, with a dominant market share of over 42% in the industry. HSILs portfolio of products includes Building products & Container Glass in addition to the international brands such as TEUCO and Keramag, all of which enjoy great popularity with consumers. HSIL Limited products are available across the length and breadth of the country and are supported by over 1400 direct dealers and 12000 sub dealers HSIL Limited was the first Company in India to manufacture Vitreous China Sanitaryware. This research was undertaken to gauge the market position of Hindware based on the effect of BTL activities carried out by the company in Gurgaon region.

INTRODUCTION
Bathroom is a place worthy of attention from gold-plated taps to the latest Whirlpool technology; from designer tiles to colour matching products. People have started furnishing their bathroom like other rooms in the house. A modern bathroom is designed as a veritable work of art, often looked at as a status symbol. It is that part of your house which should make you feel safe and comfortable and should be within easy reach of all rooms. The size and the format of the bath are determined by a number of factors, economic as well as functional. Be honest about your needs, who will use the bath and what do you want from it. Would a double sink alleviate congestion, would you like a bidet, a handheld or wall mounted shower, or a sit-up bath. Selecting fixtures and fittings is vital. Planning the decor of a bathroom requires as much care and attention. Options are limited and mistakes, costly. Bathrooms like kitchens are limited by the existing plumbing arrangements and may present you with difficulties in making modifications later on. It is difficult and prohibitively expensive to alter, so the fittings will have to remain in basically the same position. The materials and accessories chosen, the colours used, placement of essential unitsall these elements contribute to its success or failure. India could soon become a manufacturing hub for international sanitary ware brands. International brands like Roca, Kohler and H&R Johnson plan to expand their scale of operations in India. The expansion will be either through Brownfield expansion of their joint venture partners or through setting up Greenfield ventures.

Apart from supplying to the global market, the facilities will also cater to the rising consumer demand within India for branded and premium sanitary ware products. Close to Rs 1,000 crore will be invested over a period of two years in the Rs 2,500 crore Indian markets. The market size for sanitary ware and bathroom solutions within India is estimated to be Rs 2,500 crore. Out of which the branded segment accounts for a larger share of 55 per cent and is growing at a rate of 20 per cent whereas the market share of the non-branded segment has shrunk to a 45 per cent growing at lesser pace of 8 to 9 per cent. The sanitary ware market in India has grown rapidly during the last 5-6 years, with key players doubling their production capacities. India has emerged as a major bath and sanitary ware market in the Asia-Pacific region. The organized sector comprises more than half of the total market by value. The major threat for the industry is from the unorganized sector, which provides products at low prices. In terms of market value, organized players lead the market but on the other hand in terms of volume, unorganized players hold the major share. Housing and institutional sectors are the major growth drivers. At present, housing demand is rapidly rising and with increasing purchasing power people have started taking interest in premium sanitary ware products. Sanitary ware demand comes from new projects as well as from replacement market.

Major Players The sanitary ware industry in India is divided in two sectors, organized sector and the unorganized sector. Organized sector
In india organized sector consisting of 5 major companies; M/s. Hindustan Sanitary Industries Limited, M/s. E.I.D. Parry, M/s. Swastik Sanitarywares Limited, M/s. Madhusudan Ceramics, M/s. Neycer India Limited),

These companies manufacturing sanitary ware for the last 15-20 years and have established their Brand image. The organized sectors produce fully vitrified sanitary wares, using latest technology and best of Ceramic Raw Materials available in India. Many other players had entered the organized sector, but most of them have since been taken over by the majors. The large foreign players like American Standard, Toto, Villeroy and Boch have also set up distribution channels in India. Unorganized sector
The unorganized sectors have adopted local Indian technology to

manufacture the basic sanitary ware products. Since the availability of raw material is in abundance and also very cheap in the state of Gujarat & Rajasthan, various companies have established their factory in these areas. They are producing the basic sanitary ware in various brands.

Market Share
Unorganized sector's percentage of production capacity and also

their sales in the local domestic market are higher than that of the organized sectors' sales. Unorganized sanitary ware manufacturer comes under small sectors and hence enjoy the benefit of Nil Excise Duty and Sales Tax and hence they sell their products in the domestic market approximately 70% cheaper than the organized sector products. Future Demand
In the next decade, India is expected to be one of the world's

fastest growing countries for sanitaryware consumption. The sanitation penetration has more than trebled from 8% in 1982 to 18% in 1994 and to 29% in 1999. The market size is estimated to be Rs. 12 bn, while demand for sanitary ware in India is growing at 12% -15% every year. The government impetus to improve hygiene and sanitation is likely to increase the demand for sanitary ware in India. Moreover the increasing urbanization of India and the consequent requirement for residential and commercial buildings will be a major driver for growth of sanitary ware. Along with this the focus of the central and state governments to provide housing facilities to the poor, is also expected to generate demand. The cost of producing sanitary ware in India is substantially low as compared to the advance countries, because the labour cost and the basic raw materials for manufacturing quality sanitary wares is available at very cheap rate and in abundance. Because of our low cost of production, Indian sanitary wares are very competitive in the neighboring countries and hence export from India is also growing everyday.

It is estimated that there is currently a demand for 20 million housing units in India. Further, a significant number of the 115 million housing units across the country will need reconstruction for improvement. Therefore a replacement market will emerge, though currently original equipment sanitary ware market accounts for nearly 90% of the market.

RESEARCH OBJECTIVES AND METHODOLOGY

PROJECT OBJECTIVE
To

analyse

BTL

(Below-The-Line)

activations

acoss

the

sanitaryware industry in India, and understanding the marketers strategy behind those activations.
To analyze the impact of recent BTL activities carried out by

Hindware in Gurgaon region on its market position.

METHODOLOGY Methodology is a systematic way to solve the research problem. It may be understood as a science of studying how research is done logically. The various steps that are generally adopted by a researcher problem are also the main function of the research methodology. DATA COLLECTION: The tow types of data used for the purpose and study are: Primary Data Secondary Data

PRIMARY DATA: In primary data collection, you collect the data yourself using methods such as interviews and questionnaires. The key point here is that the data you collect is unique to you and your research and, until you publish, no one else has access to it. Relating to the study, data was collected from the End Consumers of Sanitary Ware, Retailers who deal in Sanitary Ware and the Architects. It was collected through interview and questionnaire method. The other method such as observation, indirect oral interview and detailed with the respondents have been conducted for the purpose of data collection. SECONDARY DATA: Secondary data are those which have already been collected by the agency and which have already been processed. Secondary data for the study has been complied from the report and official publication of the organization, which have helped in getting and insight of the present scenario existing in the sanitary ware industry. QUESTIONNAIRE DESIGN: A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. The questionnaire used for data collection is a structured one. It was a mixture of both open ended, closed ended and multiple choices. The

words used were simple and help in avoiding confusion and misunderstanding among the respondents. SAMPLE UNIT: End Consumers: The end consumers of sanitary ware products were surveyed. The sample size of 26 samples was considered for the survey study. Retailers: The retailers who deal with sanitary ware products were surveyed in around the city. The sample size of 50 samples was considered for the survey study. The survey was done through direct interview with the retailers. LIMITATION OF THE STUDY: As in the case of any study, I have to cope with some limitations. The lack of interest of the end consumers in responding to the survey. The end consumers may not give proper details with respect to expenditure. The lack of interest of the retailers in responding to the survey. Many answers of the respondent will be subjective.

BODY OF THE REPORT

"All the successful models we grew up with don't work. It used to be brands had all the power, and then they got sidelined by promotions. Now it's become a consumer republic again. The consumer is boss there's no more mass market and is driving the flow of information." -- Kevin Roberts, CEO, Saatchi & Saatchi Worldwide "I believe today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities." -- Jim Stengel, CMO, Procter & Gamble

ORIGIN OF THELINE The origin of term BTL is the following: an advertising manager of Procter & Gamble developed promotion campaign media-plan that included main media channels: TV, press, outdoor etc. He underlined it, summarized the expenses and only after recalled about the board on fairy, souvenirs, gifts etc. He added these expenses to the list below the line. BTL is usually opposed/contrasted to ATL (above the line) advertising in its traditional distribution channels: press, TV, radio, outdoor, movie, Internet. The annals of Marketing Management have witnessed a tug of war between advertising and sales promotion since inception. But in the early phase of twenty first century this war has taken a new avatar in form of Above - The- Line and Below - The- Line activities, widening both scope and intensity of this war. Above-the-line propagated traditional marketing

channels that strive to reach a mass audience with messages that reinforce a brand communicate general product information or inspire an emotional response. Below-the-line initiatives, by comparison, acts like traditional direct marketing efforts they aspire to establish targeted relationships between marketers and individual consumers, and offer comparable ease in measurability. With increase fragmentations and demographic along with the increased pressure to increase effectiveness of marketing communication soon BTL activities started substituting ATL activities and there has been a steady growth in BTL expenditure in this century . With its unique ability to personalize and customize communication this form of communication is slowly replacing the mass media advertising. Introduction of the Topic There are two kinds of marketing strategies that can be used to promote any product: "above-the-line" (ATL, essentially advertising in the mass media) and "below-the-line" (BTL). These category names reflect the business practices of advertising agencies. Agencies generally make commission on placement of advertisements in newspapers, magazines and cinema, and on television, radio and billboards, a fee that appears "above the line" on their bill. Traditionally, other forms of promotion events, direct marketing, email promotions, text message promotions, premiums, price reductions, public relations activities, sponsorship, trade shows, exhibitions, sales literature and catalogueswere charged at a fixed fee and thus appeared "below the line Above-the-line propagated traditional marketing channels that strive to reach a mass audience with messages that reinforce a brand communicate
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general product information or inspire an emotional response. Belowthe-line initiatives, by comparison, acts like traditional direct marketing efforts they aspire to establish targeted relationships between marketers and individual consumers, and offer comparable ease in measurability. Traditionally ATL and BTL strategies have been considered distinct, and BTL the poor cousin. BTL activities were generally used to complement the main mass media marketing activities and usually a fraction of marketing resources were allocated for these activities. BTL activities first shot into prominence when ATL activities for products which have unwholesome demand were proscribed by the Socio-legal restrictions. Even though BTL activities started off to fill in for ATL activities, increasingly, BTL strategies are now recognized as economical, unique, and personal ways to achieve "cut-through" in the supersaturated advertising environment.

Figure: Channels of BTL and ATL activities

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Above-the-Line Media

Below-the-Line Media Are targeted to individual

1. Are tailored to reach a mass audience 2. Establish brand identity or reinforce emotional concepts surrounding a product or brand 3. May or may not drive customer response 4. Are difficult if not impossible to measure with any accuracy

consumers, based on their expressed needs and preferences Issue a call-to-action, inspiring specific customer activity or tailored messages about a product or brand Drive individual responses Are highly measurable, allowing marketers insight into their returnon-investment, as well as those tactics that are (and are not) working Establish one-to-one relationships between consumers and marketers

5. Cater to the mass market

Figure: Differences in BTL and ATL activities Evolution of below -the- line activities In a market rapidly adapting to changes in technology, available information and heightened consumer demand, traditional, brand-oriented advertising is no longer the primary driver of customer behaviour. Whether its reflected in dwindling print newspaper circulation or the stagnant market for network television commercials, significant evidence suggests that the marketing landscape has fundamentally shifted from an above-the-line focus on reaching a broad population with emotionally-oriented appeals, to a below-the- line approach that stresses targeted, customer-centric communications, measurable results and concrete return-on-investment. We believe that the metaphorical line separating marketing philosophies (often quoted, but never precisely defined) is reflected in
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three key qualities that separate todays emerging promotional methods from the top-down advertising monologue of the past. Acting in concert, they embody the universal elements of successful below-the-line marketing efforts:

Perception The extent to which a consumer feels that he or she is engaged as an active participant in a marketing dialogue, rather than a target of an aggressive direct sales or branding effort

Interaction The extent to which consumers are empowered to respond to marketing communications via preferred channels that are both convenient and accessible

Measurability The extent to which a marketer can track the results of an individual initiative, determine commensurate returnon-investment and adjust future campaigns to provide for an enhanced chance of success

Figure 1.3 Framework of BTL activities

Channels of BTL activities a) Database marketing: It involves use of proprietary database of consumer records which can enhance prospect or customer data sources
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with unprecedented demographic, lifestyle and transactional data. It can be utilized for tuning marketing offers targeted at new prospects -- and provide their current customers with products that more closely match purchasing preferences and habits. b) Mail marketing: It involves creation of compelling branded Mail/email templates and campaign messages, and also our data driven services to develop precise targeting to reach the highest number of quality prospects c) Interactive services: By designing online campaigns that generate valuable and conversions by the use of Web Properties, Affiliate Network and Search Engine Marketing d) Affinity marketing: Enhancing brand value and gaining new customers by affinity programs like collaborations with

Veteran's Organizations Sportsmen's Organizations Conservation and Wildlife Advocacy Organizations Seniors Advocacy Organizations Political Organizations Religious Organizations Youth Activity Organizations Ethnic Group Advocacy Organizations Cause Based Organizations

Direct Response Print: Its most common form today is infomercials. It is achieved by eliciting a direct response via television presentations. Viewers respond via telephone or internet, credit card in hand. Other media, such as magazines, newspapers, radio, and e-mail can be used to
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elicit the response, but they tend to achieve lower response rates than television. e) Event Marketing: It involves a strategic-based face-to-face contact designed to impact a brand's perception among its constituents. It is set of promotional activities involving an event such as a sporting or social event, designed to bring a product to the attention of the public f) Promotional Marketing: It is a non-personal promotional effort that is designed to have an immediate impact on sales. Sales promotion is media and non-media marketing communications employed for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:

Coupons Discounts and sales Contests Point of purchase displays Rebates Free samples (in the case of food items) Gifts and incentive items Free travel, such as free flights

Sales promotions can be directed at the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. The Indian market is witnessing some major changes. More consumers, more buying power and more media reach. Then there is the rise of

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digital media, the fragmentation of mass media, the growing power of young consumers and the growing BTL activities. Marketers acknowledge that advertising is just one variable that impacts sales among other including pricing, distributions etc. Products and services that are promotion elastic tend to be highly impacted by priceoffs and discounts which increase the likelihood of consumer buying the same. In comparison, products and services that are advertising elastic see higher sales with increased advertising. Many successful categories and brands in Key Urban Towns (KUT) are price sensitive and hence promotion elastic. Marketers then choose to divert advertising budgets to on-ground promotions (including BTL and activation) that show a direct impact. In comparison, premium brands that have a greater uptake in metros (given higher purchasing power) tend to be advertising elastic which means that the more they are advertised, the higher is the likelihood of sales. For marketers, the decision to enter a new market is dependent on a number of factors which help them select and prioritize markets. As shared by some of the leading Indian marketers, the key factors impacting their decisions for gauging market potential and allocating marketing spends are listed below.

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Exhibit Factors impacting choice of market(s) Once the market is selected then the marketer is faced with the decision to select the choice of medium for advertising. The factors are listed below:

Exhibit Factors impacting choice of media for advertising One of the new directions taken by marketers in allocating ad spends that could be indicative of changes that can be expected in the future is a growing share of BTL in the total marketing spend. The average BTL spends across marketers met was about 35-40 % against about 15 % of marketing spends, just three years earlier. While in the metros, BTL is used because the clutter in mass media is too high and getting audience attention is difficult in Key Urban Towns (KUT), since media options are limited BTL gets a more than proportionate response from the inquisitive consumers. BTL could therefore be one of the factors that could better harness the marketing and media needs of KUT where marketers can use BTL effectively instead of focusing only on traditional media planks which may not be as readily accessible. BTL activations can be strategical or tactical in nature, depending upon the type of activation. BTL activations are most commonly used for sales promotions, branding, product launch, channel partners appeasement, channel expansion, lead generation. Marketers have different objective
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for different activities. Some of the most common strategies are customer retention, customer acquisition, brand visibility etc.

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COMPANY PROFILE
It was the year 1960 when Mr. Rajendra K. Somany established Hindustan Twyfords, in collaboration with Twyfords Ltd. of UK. With a bent towards innovation coupled with the intention to introduce vitreous china ceramics in India, he identified the sanitaryware market as the segment of interest. Hindustan Twyfords was the first in the country to make available vitreous china ceramics, offering significant improvement from the prevalent earthenware sanitary products. Aware and focused towards the burning need for sanitation across the country, this opportunity well extended his desire for social welfare, and bringing a much needed service to the nation. This was the impetus that initiated the journey half a decade ago. With strong family support, coupled with technical collaboration from Twyfords, Mr. RK Somany established the Bahadurgarh plant, which commenced production in 1962. Every decade thereon marked a milestone of achievement in product innovation, market penetration, internal expansion as well as venturing out to new business segments container glass and home retail. Concentrated and strategic progress enabled business expansion through organic and inorganic growth. HSIL bought over another sanitaryware manufacturing sanitaryware manufacturing facility in South India, and recently commenced operations of our second container glass facility in Bhongir, A.P. Today, HSIL stands tall with strong market leadership in the building products market, and a dominant player in the container glass segment. The Building Products commands more than 38% of the

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market in the sanitaryware industry, while the Container Glass is the second largest player in India. Customer Satisfaction, Product Innovation, and Quality Control are the three pillars that have fostered high levels of trust and respect for the Hindware Brand. The brand is trusted and respected by millions of customers and thousands of dealers across the country. The 40 million satisfied customers are testimonials to the brand ethos. With a product spectrum ranging from Sanitaryware to Wellness, to Faucets and as of recently covering Kitchen Appliances, Hindware satisfies the need of bathroom and kitchen products. Appreciating the evolving customer needs, Hindwares Customer Service Division takes pride in its confidence of speedy customer support, and in providing a spectrum of service opportunities for enhancing the Hindware experience. Their institutional partners include the respectable business houses India DLF, The Taj Hotels, GMR, Unitech, ITC Hotels, Mahindra, Infosys, Coca Cola, Pepsi, Dr. Reddys Laboratories, Hindustan Unilever, Peron Ricard, Pfizer, Sab Miller, Dabur, Nestle, to name a few. This validation from the cream of India Inc. extends the confidence and conviction in their values and vision. While HSIL predominantly caters to the Indian market, in this era of globalization, both the Building Products Division and the Container Glass Division have expanded their horizons to cater to the international market as well. A definite accomplishment in itself.

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HSIL is recognized among the top 300 companies in India, while rated amongst the best 100 small and medium sized companies in the world by the Forbes Magazine. HSIL is the first company in the Building Materials Industry to be awarded the prestigious ISO 9001, 14001 and OHSAS 18001 certificate, awarding effective quality management and environment systems. They were also the first in the country to receive the ISI License in the country, back in 1962. With their recent foray into the retail of Home Interior solutions, they have extended their outreach to the end-customer. EVOK, their retail brand specializes in providing a comfortable and convenient one-stop shopping experience. Currently located in NCR, upon consolidating their hold within North India, EVOK plans to become the household name across urban India for value-for-money home interior solutions. Their corporate office is located in Gurgaon, with eight regional offices covering the length and breadth of the country. They now have four manufacturing units, one located in Bahadurgarh, Haryana, while the other three are located in Andhra Pradesh. Some Interesting Facts o Hindware" brand has been recognized as a Super brand consecutively for the last four years. o Hindware manufactures ten sanitary ware pieces every two minutes; 310 every hour and 2.7 million each year. o Possesses the largest distribution network in India's building products industry.

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o AGI Glasspac has a capacity to produce 953 million bottles per annum and the capability to manufacture 400 different products in three colours. o AGI's second container glass manufacturing facility at Bhongir ( AP) has a capacity of 690 mn pieces per annum bringing the total capacity to 1643 mn pieces per annum. PRODUCTS: Sanitary ware: Wash Basin Water Closets Cisterns Closet seat Biders Kids series Paraplegic series Urinals Sinks

Faucets : Kitchen Bathroom Showers Flush values Addons Accessories

Wellness Products: Steam Rooms Bath tubs Shower Enclosures & Partitions Shower Panels

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PRIMARY FINDINGS AND ANALYSIS

DATA ANALYSIS FOR END CONSUMERS OF SANITARY WARE PRODUCTS 1. How much would you spend on a bathroom? VARIABLES Below Rs 50000 Between Rs.50000-Rs.100000 Between Rs.100000-Rs.150000 Above Rs. 150000 TOTAL RESPONDENTS 6 9 8 3 26

S pendingof Respondents on B athroom

9 8 7 6 5 4 3 2 1 0 Below Rs 50000

9 6

Between Rs.50000Rs.100000 Between Rs.100000Rs.150000 Above Rs. 150000

INFERENCE: 6 respondents said that they will spend below Rs. 50000 for bathroom. 9 respondents said that they will spend between Rs.50000-Rs. 100000 for bathroom. 8 respondents said that they will spend between Rs.100000- Rs.150000 for bathroom. 3 respondents said that they are ready to spend above Rs.150000 for bathroom.

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2. Which company does your bathroom sanitary ware belong to? BRANDS JAQUAR PARRYWARE ROCA CERA INDIA HINDWARE OTHERS TOTAL RESPONDENTS 6 11 2 8 9 36

INFERENCE: 6 Respondents used sanitary ware products of Jaquar. 11 Respondents used sanitary ware products of Parryware Roca. 2 Respondents used sanitary ware products of Cera India 8 Respondents used sanitary ware products of Hindware. 9 Respondents used sanitary ware products of Metro, Kohler, Alto and Opera.

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3. What do you look for before selecting a bathroom range? Variables Quality Price Brand Reputation Post Sales Service Style And Appearance Total Parryware Roca Hindware Jaquar Others Total 4 5 2 0 6 6 3 5 0 5 1 1 2 0 2 1 4 1 2 3 12 11 10 2 16 51

INFERENCE: 12 respondents said that they look for Quality before selecting a brand for purchasing sanitary ware products. Majority of the respondents, 6 respondents who see Quality as important factor are Hindware consumers. 11 respondents said that they look for Price before selecting a brand for purchasing sanitary ware products. Majority of the respondents, 5 respondents who see Price as important factor are Parryware Roca consumers. 10 respondents said that they look for Brand Reputation before selecting a brand for purchasing sanitary ware products. Majority of the respondents, 5 respondents who see Brand Reputation as important factor are Hindware consumers.

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2 respondents said that they look for Post Sales Service before selecting a brand for purchasing sanitary ware products. Respondents who see Post Sale Service as one of the important factor before selecting a brand are Kohler consumer. 16 respondents said that they look for style and appearance before selecting a brand for purchasing sanitary ware products. Majority of the respondents, 6 respondents who see style and appearance as important factor are Parryware Roca consumers. 5 respondents who use Hindware said that style and appearance is the important factor for choosing a sanitary ware brand.

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4. What source of information have you used to buy the current range?

Variables Advertisements Architects Retailers and Dealers Family and Friends Past Experience Total

Parryware Roca 0 6 4 3 1

Hindware 5 4 4 3 1

Jaquar 2 2 0 2 0

Others 3 3 2 1 0

Total 10 15 10 9 2 46

INFERENCE: 10 respondents said that Advertisement is the source of information which they referred before purchasing the product. Out of 10 respondents, majority 5 respondents who used Advertisement as a source of information are Hindware consumer. 15 respondents said that Architects is the source of information which they referred before purchasing the product. Out of 15 respondents, majority 6 respondents who used Architects as a source of information are Hindware consumer. 10 respondents said that Retailers and Dealers is the source of information which they referred before purchasing the product. Out of 10 respondents, majority 4 respondents each who used Retailers and Dealers as a source of information are Hindware and Parryware Roca consumer.

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9 respondents said that Family and Friends is the source of information which they referred before purchasing the product. Out of 9 respondents, majority 3 respondents each who used Retailers and Dealers as a source of information are Hindware and Parryware Roca consumer. 2 respondents said that Past Experience is the source of information which they referred before purchasing the product. Out of 9 respondents, majority 1 respondents each who used Retailers and Dealers as a source of information are Hindware and Parryware Roca consumer.

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5. In case of future renovation, would you choose product from the existing brand? Variables Yes No Dont know Total Respondents 10 12 4 26

INFERENCE: 10 respondents said that on renovation of bathroom they will purchase products of the same brand. 12 respondents said that on renovation of bathroom they will go in for products of different brands. 4 respondents said that they dont have any idea.

The reasons for not using the same brand are as follow: High price quotient and ineffective customer support. Readiness to experiment new brands and explore. Relevant experiences from the past or mere change in taste.

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They have also repeatedly emphasized on Quality and appearance and also on lack of brand reputation. Variables Respondents Parryware 5 Kohler 1 Cera India 1 6. If Hindware 4 Jaquar 1 Total 13 respondents go in for a new brand for renovation which brand it will be?

INFERENCE: 5 respondents said that on renovation of bathroom they will purchase products of Parryware Roca.

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4 respondents said that on renovation of bathroom they will purchase products of Hindware. 1 respondent each said that on renovation of bathroom they will purchase products of Kohler, Cera India and Jaquar.

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7. What is your satisfaction level in the current product you are using?

Variables Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

Respondents 9 15 9 3 0 36

INFERENCE: 9 respondents said that they are highly satisfied with the product they are using. 15 respondents said that they are highly satisfied with the product they are using. 9 respondents said that they are highly satisfied with the product they are using. 3 respondents said that they are highly satisfied with the product they are using.

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None of the respondents said that they are highly dissatisfied with the products they use.

Variables Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

Parryware Roca 2 6 3 0 0

Hindware 4 1 2 1 0

Jaquar 1 2 2 1 0

Others 2 6 2 1 0

Brand wise break up of overall satisfaction level:

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8) Are you satisfied by the service provided by your customer service? Variables Yes, thoroughly satisfied The problems were not resolved The company does not provide any service Not aware of such facility Total Respondents 11 4 0 11 26

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INFERENCE: 11 respondents said that they are satisfied with the Customer service. Variables Respondents Yes No Total 20 6 26 4 respondents said that they are not satisfied with customer service as their problems were not solved.

11 respondents said that they are not aware of the facility.

9) Will you recommend the brands to peers?

INFERENCE: 20 respondents said that they will recommend the brand to their peers.

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6 respondents said that they will not recommend the brand to their peers.

REASONS FOR NOT RECOMMENDING BRANDS TO PEERS: Dissatisfaction from the brand. Due to lack of brand reputation. Respondents feel that they products of the brand are not worth paying the price they are charged.

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HYPOTHESIS: 1) Choice of brand is independent of the amount spend on bathroom. Variable Below Rs 50000 Rs 50000-Rs100000 Above Rs.100000 Total Jaquar 1 3 2 6 Parryware Roca 5 3 3 11 Hindware 3 3 2 8 Others 3 3 5 11 Total 12 12 12 36

HYPOTHESIS: H0: preference of brands is independent of expenditure on bathrooms. H1: preference of brands is dependent of expenditure on bathrooms. CALCULATION: D.O.F =6 Table value @5 % = 12.592 Calculated value = 2.7027 RESULTS: Since the calculated value is less than the table value. The null hypothesis H0 is accepted. Preference of brand is independent of the expenditure on bathrooms.

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2) A recommendation of brands to peers is independent of the customer service satisfaction. Variable Yes, Problems thoroughly not satisfied resolved 9 2 11 1 3 4 Company doesnt provide any such service 0 0 0 Not aware of such facility 10 1 11 Total

Yes No Total

20 6 26

HYPOTHESIS: H0: Recommendation of brands to peers is independent of the customer service satisfaction. H1: Recommendation of brands to peers is dependent of the customer service satisfaction. CALCULATION: D.O.F =3 Table value @5 % = 7.815 Calculated value = 7.5888 RESULTS: Since the calculated value is less than the table value. The null hypothesis H0 is accepted. Recommendation of brands to peers is independent of the customer service satisfaction.

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DATA ANALYSIS FOR RETAILERS

1) Could you tell us how long you have been in this business?

VARIABLES 0-5 year 5-10 years 10-15 years 15-20 years More than 20 years TOTAL

Respondents 2 5 6 4 8 25

INFERENCE: 2 retailers responded that they are in this business for 0-5 years. 5 retailers responded that they are in this business for 5-10 years.

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6 retailers responded that they are in this business for 10-15 years. 4 retailers responded that they are in this business for 15-20 years. 8 retailers responded that they are in this business for more than 20 years.

2) What different brands you deal with? VARIABLE PARRYWARE METRO HSIL JAQUAR CERA-INDIA KOHLER NEYCER GALAXY OPERA ALTO RESPONDENTS 23 22 21 19 9 8 5 4 3 3

INFERENCE:

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23 retailers responded that they recommend with Parryware Roca. 22 retailers responded that they recommend with Metro. 21 retailers responded that they recommend with Hindware. 19 retailers responded that they recommend with Jaquar. 9 retailers responded that they recommend with Cera-India. 8 retailers responded that they recommend with Kohler. 5 retailers responded that they recommend with Neycer. 4 retailers responded that they recommend with Galaxy. 3 retailers responded that they recommend with Opera. 3 retailers responded that they recommend with Alto.

3) Which are the fast moving brands? VARIABLE PARRRYWARE METRO HSIL JAQUAR CERA- INDIA KOHLER NEYCER GALAXY OPERA ALTO SANITARYWARE 19 0 18 12 7 6 3 2 2 2 TAPS& SHOWERS 14 18 10 15 4 6 3 2 2 2

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INFERENCE: SANITARYWARE: 19 retailers said that Parryware Roca is the fastest moving brand. 18 retailers said that Hindware is the fastest moving brand. 12 retailers said that Jaquar is the fastest moving brand. 7 retailers said that Cera-India is the fastest moving brand. 6 retailers said that Kohler is the fastest moving brand. 3 retailers said that Neycer is the fastest moving brand. 2 retailers said that Galaxy is the fastest moving brand. 2 retailers said that Opera is the fastest moving brand. 2 retailers said that Alto is the fastest moving brand.

TAPS&SHOWERS: 14retailers said that Parryware Roca is the fastest moving brand. 18 retailers said that Metro is the fastest moving brand. 10 retailers said that Hindware is the fastest moving brand. 15 retailers said that Jaquar is the fastest moving brand. 4 retailers said that Cera-India is the fastest moving brand. 6 retailers said that Kohler is the fastest moving brand. 3 retailers said that Neycer is the fastest moving brand. 2 retailers said that Galaxy is the fastest moving brand. 2 retailers said that Opera is the fastest moving brand. 42

2 retailers said that Alto is the fastest moving brand. .

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4) Rating of various brands: SANITARYWARE: VARIABLE QUALITY STYLE DESIGN DURABILITY PRICE JAQUAR 4.3 & 4.1 4.5 4.2 PARRYWARE 4.5 4.2 4.7 4.4 HSIL 4.6 4.4 4.7 4.4 CERAINDIA 3.5 3.7 4.1 4.1 KOHLER 4.2 4.4 4.6 4

INFERENCE: JAQUAR earned 4.3 out of 5 for quality. 4.1out of 5 for style& design. 4.5 out of 5 for durability and 4.2 out of 5 for price. PARRYWARE ROCA earned 4.5 out of 5 for quality. 4.2 out of 5 for style& design. 4.7 out of 5 for durability and 4.4 out of 5 for price. HSIL earned 4.6 out of 5 for quality. 4.4 out of 5 for style& design. 4.7 out of 5 for durability and 4.4 out of 5 for price. CERA-INDIA earned 3.5 out of 5 for quality. 3.7 out of 5 for style& design. 4.1 out of 5 for durability and 4.1 out of 5 for price. KOHLER earned 4.2 out of 5 for quality. 4.4out of 5 for style& design. 4.6 out of 5 for durability and 4 out of 5 for price.

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TAPS & SHOWERS: VARIABLE QUALITY STYLE & DESIGN DURABILITY PRICE JAQUAR 4.5 4.3 4.2 4.1 PARRYWARE 4.4 4.2 4.3 4.2 HSIL 4.1 4 4.3 4 CERAINDIA 3.9 3.8 4 3.9 KOHLER 4.2 4.1 4.1 3.8 METRO 4.5 4.1 4.2 4.4

INFERENCE: JAQUAR earned 4.5 out of 5 for quality. 4.3out of 5 for style& design. 4.2 out of 5 for durability and 4.1 out of 5 for price. PARRYWARE ROCA earned 4.4 out of 5 for quality. 4.2 out of 5 for style& design. 4.3 out of 5 for durability and 4.2 out of 5 for price. HSIL earned 4.1 out of 5 for quality. 4 out of 5 for style& design. 4.3 out of 5 for durability and 4 out of 5 for price. CERA-INDIA earned 3.9 out of 5 for quality. 3.8 out of 5 for style& design. 4.1 out of 4 for durability and 3.9 out of 5 for price. KOHLER earned 4.2 out of 5 for quality. 4.1 out of 5 for style& design. 4.1 out of 5 for durability and 3.8 out of 5 for price

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METRO earned 4.5 out of 5 for quality. 4.1 out of 5 for style& design. 4.2 out of 5 for durability and 4.4 out of 5 for price

AN ASSESSMENT OF THE INTERNSHIP

HSIL Ltd, the group behind Indias leading ceramic brand Hindware, today announced a fresh identity for the iconic brand. Being one of the most trusted names in bathware for millions of customers across India, Hindware has suitably recognised their evolving perceptions and needs. In the past 50 years of its existence, Hindware has steadily developed into a brand which signifies utmost innovation and quality. The new identity reflects these values and the company is all set to position Hindware as a young, vibrant & contemporary brand which is representative of Change, Positivity & Passion and in sync with what modern India believes in. The all new image of brand Hindware was unveiled at a gala event at ITC Mughal, Agra in the presence of hundreds of channel partners assembled together to celebrate the new face of the brand. Hindware is one of the most prestigious brands in India today and it gives me immense pleasure to introduce the new brand identity to all their customers and stakeholders. They at HSIL believe that change lies at the core of evolution. It is this philosophy that helps us keep up with evolving consumers and markets. From being pioneers in sanitaryware in India with their brand Hindware, to successfully being present across India for 50 years, they now represent a brand that is bold, dynamic and ready to take on challenges of the future. The new look reinforces the trust and equity in consumers minds and reaffirms the credibility of the brand. The new face of brand Hindware symbolises a set of values that
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are- young, global, contemporary and dynamic. The unique brand identity supports their desire to balance function and form to the highest degree. This fresh rendition is a manifestation of the global outlook of brand Hindware and reflects the groups ambitions and commitment. Therefore, it is a fundamental change for us going forward. The change in the identity of Hindware showcases the transition of the original logo which was symbolic of quality and reliability, to the new young logo that reflects confidence and dynamism while maintaining the core values for which the brand has stood for across the years. The design partner responsible for Hindwares new brand identity is Fitch, UKs leading design consultancy, also part of WPP, PLC which is one of the worlds leading marketing services group. It was carefully selected to design a fresh new brand identity for Hindware that would appeal to the brands target market. The new identity is in a warm shade of red - the colour of energy and passion. The choice of colour expresses the brands determination and desire to succeed and deliver for our customers. The easily readable, simple and elegant lower case font has been specially chosen to portray the brand as engaging and approachable and is immediately recognisable as Hindware. It appropriately conveys modernity and their innate sense of style. Their brand graphic element derives from the negative and positive space found within our new brand identity itself. It creates an additional layer of brand recognition and recall and can be used across all brand applications. The new look flow across products, packaging, signage and all communication. As a part of Hindwares promotion strategy, it rolled roll out a comprehensive pan-India campaign across the media spectrum. This

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comprised of both ATL (above-the-line) and BTL (below-the-line) activities.

o ATL activities included - print and electronic media with all major

dailies, magazines and general interest, business and news channels. Providing additional support would be the outdoor and radio campaign.
o While BTL activities consisted of road shows, product parades

along with on-ground mall activities and interesting initiatives at dealer outlets to promote the new brand identity. .

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CONCLUSION & RECOMMENDATIONS

1. Most of the companies are doing multichannel promotions and marketers endeavour to align their ATL and BTL strategy. 2. Almost all the players in each sector are tapping onto Rural India as they see an immense opportunity. Since mass media has limited reach over their hence a lot of BTL activations are done. 3. BTL to ATL ratio is increasing over the years. For the industry average it is near 35:65, which was just about 15:85 three years back. With marketers looking for cost effective marketing campaigning, BTL industry is bound to increase. 4. BTL activations can be tactical or strategical in nature depending upon the type of activations. It is the misconception that they are only tactical in nature. 5. Companies are giving a lot of importance to their channel partners. In some cases they are treated equally to customers. A new direction taken by marketers in allocating funds that has been highlighted through our research is the significant jump in the investments going into below-the-line (BTL) marketing. Across the board, marketers are spending anywhere between 10-50 % of their total budgets on direct marketing, events, activation and other BTL activities depending on the nature of the product / service and market of choice. The average BTL spends across marketers met during the course of the research was closer to 40 % against about 15 %, just three years earlier. One reason of course is mass media fragmentation and therefore less bang for the above-the-line (ATL) buck. The other more important reason
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however isthe pressure on brand managers for a better return on marketing investments made. This rise in BTL is resulting in a better connect with small-town India because a larger portion of the increased BTL is going to KUT as per marketers. In the metros, BTL is used because the clutter in mass media is too high and getting audience attention is difficult. The logic for using BTL in KUT, however, is different. Even though media options are limited in many KUT, yet because consumers are looking for new products or services, BTL gets a more than proportionate response. In existing product categories BTL in KUT has helped push up revenue contributions. Current Scenario in the field of BTL activities Expenditure estimates say a lot about where sophisticated marketers are focusing their efforts, but they dont address the more fundamental question of why. Why, after so many years of success with above-theline methods, are marketers finally changing their approach to reaching customers and fostering profitable relationships? And why do customers appear so willing to accept this new communications philosophy? The following seven trends explore the factors, both external and internal, that are contributing to this emerging marketing emphasis. Specifically, it identifies seven key trends that are directly impacting the allocation of marketing budgets for both ATL and BTL campaigns. They include: 1. Changing consumer demographics decrease the influence of traditional mass media (i.e. one-size-fits-all) marketing messages 2. Growing consumer sophistication heightens the demand for channel-agnostic communications
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3. Widespread marketing clutter diminishes the impact of commercial messages that dont address specific and individually relevant consumer needs 4. Enhanced information availability empowers both marketers and consumers with insight that allows for precise customer targeting and intelligent purchase decisions 5. Heightened client pressure to deliver quantifiable value by evaluation of ROI of the marketing initiatives , forces marketing service providers especially agencies to re-evaluate services platforms 6. Growing effectiveness of multi channel campaigns (those that cross multiple media) reinforces demand for tactics that establish one-to-one relationships between marketers and consumers 7. Rapid technological advances allow for consumer/marketer interactions that are frequent, easier and more relevant than previously possible Trends Impacting BTL Marketing Budgets 1.) Changing consumer demographics decrease the influence of traditional mass- media (i.e. "one-size-fits-all) marketing messages. Understanding the conventions of culture as well as the individual cultural differences and similarities of target locales empowers marketing professionals to realize that one universal messagewhether verbal or visual, can never reach a global audience. One global culture comprised of people with identical values does not existnot even within the confines of our own country as the recent elections illustrate. Differences in learning and thinking patterns influence the way people process information, as demonstrated in their innate responses to marketing
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communications. Audiences differ in the way they perceive and value concepts of time, space, money, relationships, power, risk, and even the protocols of gender roles. It is important to note that when attempting to customize communications with cultural differences in mind, it is just as important to recognize the cultural similarities. As much as localization vendors like to overemphasize "extreme customization", cultural similarities do exist, and are deeply imbedded in the core values of your products and service offerings. 2. Growing consumer sophistication heightens the demand for channel-agnostic communications. Advances in marketing and communications havent just served to benefit marketers consumers, too, have learned to exploit technology, information and available media channels for their benefit. Among other capabilities, the sophisticated modern consumer is adept at: Using the Internet to compare product prices Screening out unwanted outbound telemarketing calls (or telemarketing calls altogether through list) Skipping past television commercials the lifeblood of above-the-line marketing with TiVo and other digital video recording technologies Bypassing traditional print advertisements through online newspaper subscriptions and opt-in headlines e-mails that provide a selected snapshot of relevant news with only a fraction of the advertising interference. Collectively, these practices speak to the active participation of consumers in the marketing process, a phenomenon made possible by the
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participation on the National Do-Not-Call

same innovations that many marketers expected would cement their authority in customers daily lives. They demand marketing responses that are concise, relevant and universal across all media so that consumers who choose to interact via multiple channels (say, researching available products online and then completing the purchase in-store) are exposed to a consistent fundamental buying experience. 3. Widespread marketing clutter diminishes the impact of commercial messages that dont address specific and individually relevant consumer needs. Rapid advances in the quality of available marketing media have had at least one deleterious effect: a saturated media consumption landscape, plus a resultant consumer backlash against advertising messages that are perceived as intrusive or otherwise irrelevant. 4. Enhanced information availability empowers both marketers and consumers with insight that allows for precise customer targeting and intelligent purchase decisions. Significant advances in database marketing, analytics and customer relationship management (CRM) platforms have spawned an informational avalanche, allowing marketers the opportunity to build a comprehensive, 360-degree view of the customer and their transaction history. By maximizing the complex array of available information, leading-edge marketers are reaching prospects with offers targeted to their expressed (or expected) wants and desires and driving significantly enhanced response rates and lifetime customer value. Not to be outdone, consumers are arming themselves with an array of enhanced informational tools to make smarter buying decisions. Web
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sites reinforce the movement to obtain information and apply it through stricter scrutiny of the available market. 5. Heightened client pressure to deliver quantifiable value forces marketing service providers especially agencies to re-evaluate services platforms. Among traditional advertising agencies, average client tenure now stands at less than18 months per account. In a timeframe shorter than many ad campaigns themselves, marketers are increasingly deciding that these trusted strategic advisers once thought of as the standard-bearers of marketing strategy, conception and delivery can easily be replaced by others whose strategic, creative and, most notably, financial objectives better align with their own. While shoddy creative work is often cited as the reason, more often, the actual fuel for this rapid agency turnover is a lack of concrete delivery. In the face of alternative below-the-line media that offer the benefits of personalization and measurable return-on-investment, the vast investment required to sustain solo ATL campaigns (as well as the agencies from which they originate) is increasingly seen as excessive in the eyes of bottom-line focused executives. 6. Growing effectiveness of multichannel campaigns (those that cross multiple media) reinforces demand for tactics that establish one-to-one relationships between marketers and consumers. Given the proper tools, consumers prefer to engage with marketers through a combination of available media (including retail stores, the Internet, catalogs, direct mail and direct response television) thus relegating single-channel categorizations such as catalog buyer and
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online shopper to the business archive. But these customers offer more than just a challenge to marketing strategists they also offer greater profit potential. According to the Internet Advertising Bureau, wellexecuted multichannel marketing campaigns generate a sales lift ranging from 7 to 34 percent. Viewed from another perspective, that spells trouble for single- channel marketers (such as those hoping that traditional television advertisements will fuel visits to retail stores). 7. Rapid technological advances allow for consumer/marketer interactions that are more frequent, easier and more relevant than previously possible. Long ago cited as the most significant factor inhibiting the growth of BTL marketing, the recent proliferation of appropriate, cost-effective technologies for both marketers and consumers has finally reached the critical mass necessary to fuel campaigns that cross multiple media and stand out from the mass-oriented messages proffered by traditional advertising. The scope of technological advance spans all media, but perhaps the most significant advance involves the widespread adoption of high-speed, broadband Internet connections allowing consumers to surf the Internet effortlessly and manage rich, HTML-coded e-mail and online messages that inspire click-through and greater response. More than 43 percent of U.S. households now connect to the Internet through a broadband connection, according to Jupiter Research, and approximately 80 percent will be on broadband by 2011.

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END CONSUMER: People are ready to spend more on bathroom products. Need for luxury bathroom products are on increase.

Hindware has a stiff competition from Parryware Roca

People look for style, appearance and quality before selecting a product. Advertisements and recommendations from retailers and architects are the major source of information used by the consumers to select the brand. Almost 50% of the respondents are ready to go for a new brand on bathroom renovation. Consumers are satisfied with all the characteristic of products. Brand recommendation to peers is not dependent on the satisfaction from customer service.

RETAILERS: Majority of the retailers recommend Parryware Roca, Hindware and Metro. Parryware Roca and Hindware are the 2 fastest moving brand in sanitaryware. Parryware, Metro and Jaquar are the 3 fastest moving brands in Taps & showers solutions.
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Majority of the retailers recommend Parryware Roca, Hindware, Jaquar and Metro. They recommend Metro and Jaquar only for taps& shower solution.

Retailers Rate Hindware superior to Parryware Roca in quality and style and equal in price and durability in sanitaryware market. Retailers Rate Jaquar, Metro and Parryware Roca almost equal in Taps& showers products.

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RECOMMENDATIONS
Style and Design of the products are to be improved. Advertisements in all media channels especially in television. The delivery of high technology quality product with lesser glitches is to be assured. An effective after sales service force is to be developed and consumers should be made aware of it.

More incentives can be given to Retailers so that they will recommend only Hindware products.

A special program like car& bike show or gadget guru etc, can be organized for sanitaryware industries which will help in increasing knowledge of the consumers about the products.

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ILLUSTRATIONS & ANNEXURE QUESTIONNAIRE FOR END CONSUMERS

1) How much would you generally spend on a bathroom renovation? Below Rs 50,000 Rs 50,000- Rs 1,00,000 Rs 1,00,000- Rs 1,50,000 Above Rs 1,50,000 2) Which company does your bathroom sanitary ware belong to? Jaquar Parry ware Hindware CERA - India Others If others, please specify _____________________________________ 3) What do you look for before selecting a bathroom range? Quality Price Brand reputation Post sales service Style and appearance Others If others, please specify _____________________________________ 4) What source of information have you used to buy the current product range? 60

 Advertisements Recommendation from architects/interior decorator Dealers and retailers Family and friends Past experiences 5) In case of future renovation, would you choose product from the existing range? Yes No Dont know If not, why ______________________________________________ 6) If not, which brand would you switch to?

7) What is your satisfaction level in the current product range you are using? Very satisfied Somewhat satisfied Neutral Dissatisfied Very dissatisfied 8) Are you satisfied by the service provided by your customer service? Yes, thoroughly satisfied The problems were not resolved The company does not provide any service Not aware of such facility

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9) Will you recommend the brand to your peers? Yes No If not, why ______________________________________________

Thank you for filling the Questionnaire.

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Questionnaire For Retailers

1) Could you tell us how long have you been in this business? 2) Which are the fast moving brands? (tick) Sanitaryware Taps& showers 3) Which brand do you recommend to your customers for their bathrooms? 4) Rate the following on the scale of 1 to 5: ( 5 stands for high and 1 stands for low)
SANITARYWARE:

Parameters Quality Style& design Durability Price

TAPS & SHOWERS:

Jaquar

Parryware Roca Cera- India

HSIL Kohler

Parameters r Quality Style& design Durability Price

Jaqua

Parryware Roca

CeraIndia

HSI L

METR O

Kohler

Thank you for filling the Questionnaire.

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BIBLIOGRAPHY
o www.agencyfaqs.com o www.eventfaqs.com o www.exchange4media.com o www.adexindia.com o www.indiantelevision.com

o Laurent, Gilles, Jean-Noel Kapferer, and Francoise Roussel (1995), "The Underlying Structure of Brand Awareness Scores," Marketing Science, 14 (No. 3, Part 2 o Day, George S. and Robert W. Pratt (1971), "Stability of Appliance Brand Awareness," Journal of Marketing Research, 8 (February),. o Dall'Olmo Riley, F., A.S.C. Ehrenberg, S.B. Castleberry, T.P. Barwise, and N.R. Barnard (1997), "The Variability of Attitudinal Repeat-Rates," International Journal of Research in Marketing, 437-50

o Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press o Keller, Kevin Lane (2003). Brand Synthesis: The

Multidimensionality of Brand Knowledge, Journal of Consumer Research, 29 (4), 595-600 o Leuthesser, L., C.S. Kohli and K.R. Harich (1995). Brand Equity: The Halo Effect Measure, European Journal of Marketing, 29 (4), 5766. o Keller, Kevin Lane (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57 (January) 1-22

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