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This document appears to be a project report submitted by Nilesh Maruti Ghadge for his Master's degree in management. The report focuses on creating brand awareness for Evergreen Forever Pvt Ltd, an herbal skin and hair care products company based in Thane, India. The report includes an introduction to the company, its product range of herbal hair and skin care products, objectives and scope of the study, research methodology, data collection and analysis, findings and conclusions. The overall aim seems to be to study customer awareness and perception of Evergreen Forever's brand and products in the urban market and provide recommendations to strengthen their brand image and market presence.
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Оригинальное название
Creating Brand Awareness of Evergreen Forever Pvt Ltd
This document appears to be a project report submitted by Nilesh Maruti Ghadge for his Master's degree in management. The report focuses on creating brand awareness for Evergreen Forever Pvt Ltd, an herbal skin and hair care products company based in Thane, India. The report includes an introduction to the company, its product range of herbal hair and skin care products, objectives and scope of the study, research methodology, data collection and analysis, findings and conclusions. The overall aim seems to be to study customer awareness and perception of Evergreen Forever's brand and products in the urban market and provide recommendations to strengthen their brand image and market presence.
This document appears to be a project report submitted by Nilesh Maruti Ghadge for his Master's degree in management. The report focuses on creating brand awareness for Evergreen Forever Pvt Ltd, an herbal skin and hair care products company based in Thane, India. The report includes an introduction to the company, its product range of herbal hair and skin care products, objectives and scope of the study, research methodology, data collection and analysis, findings and conclusions. The overall aim seems to be to study customer awareness and perception of Evergreen Forever's brand and products in the urban market and provide recommendations to strengthen their brand image and market presence.
A PROJECT REPORT ON Creating Brand Awareness of Evergreen Forever Pvt Ltd
SUBMITTED TO THE UNIVERSITY OF MUMBAI IN PARTIAL FULFILLMENT OF MASTERS DEGREE IN MANAGEMENT
SUBMITED BY Nilesh Maruti Ghadge MS 1112059 (Marketing) UNDER THE GUIDANCE OF Prof. Shilpa Kulkarni
SUBMITTED THROUGH THE DIRECTOR ADYOGIK SHIKSHAN MANDAL INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES, THANE
MMS Marketing 2012-13 IMCOST Thane Page 2
A PROJECT REPORT ON
Creating Brand Awareness of Evergreen Forever Pvt Ltd
By
Nilesh M. Ghadge MS 1112059 Marketing
INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES (IMCOST) THANE
MMS Marketing 2012-13 IMCOST Thane Page 3
AUDYOGIK SHIKSHAN MANDALS Institute of Management & Computer Studies (IMCOST) C-4, Wagle Industrial Estate, Near Mulund Check Naka, Thane (W), Mumbai 400604 www.imcost.org
CERTIFICATE This is to certify that the Project Report titled Creating Brand Awarness of Evergreen Forever Pvt .Ltd. Submitted by Mr. Nilesh M. Ghadge Enrol No: MS111259 during Semester III of the MMS Program (Class of 2012) embodies original work done by him.
Signature Signature Signature (Internal Project Guide) (External Project Guide) Director Mrs. Shilpa Kulkarni Dr. J. N .Shah
MMS Marketing 2012-13 IMCOST Thane Page 4
TABLE OF CONTENTS
Chapter No. Topics Page No.
Executive summary
1
1
Introduction 1.1 Industry profile 1.2 Company profile
3-12
2
Objectives ,Scope and limitations 2.1 Objectives of study 2.2 Scope of study 2.3 Limitations of study 2.4 Review of Literature
14-20
3
Research methodology 3.1 Research design 3.2 sampling design 3.3 Data collection method
22-23
4
Data analysis and Interpretation
25-37
5
Finding, suggestions And Conclusion
38-41
6
Annexure 6.1 Questionnaire 1 6.2 Questionnaire 2
43-47
7
Bibliography
48
MMS Marketing 2012-13 IMCOST Thane Page 5
DECLARATION
I hereby declare that the project entitled Creating Brand Awareness of Evergreen Forever Pvt .Ltd submitted as a part of study of MMS degree is my original work and the project has not formed the basis for the award of any other degree, associate ship, fellowship or any other similar titles.
Place: Thane
Date: Signature of Student Nilesh Ghadge
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ACKNOWLEDGEMENT
It gives me great pleasure and deep sense of satisfaction in presenting this project report on to study how Evergreen Forever Pvt. Ltd. can strengthen their place in the Mumbai market. First and foremost, I would like to thank my project guide Mrs. Shilpa Kulkarni for her valuable guidance and encouragement through the course of project. Her motivations, valuable suggestions and timely help in overcoming the problems have gone long way in the successful completion of this challenging task.
I would like to thank Mr. Shailesh Bhinde (General Manager, Evergreen Forever Pvt. Ltd.) for giving me an opportunity to carry out the project work Evergreen Forever Pvt. Ltd
I would also like to express our heartfelt gratitude to Mr. Pankaj Desai (Area Sales Manager, Evergreen Forever Pvt. Ltd) and his team, whose steadfast guidance all through, has been so utterly dispensable to the inception and presentation of this dissertation. And last but not the least I am very grateful to all the Dealers/Resellers whom I met during these two months because without their kind cooperation this project would not have been successful. Finally, I would like to thank all the staff members of Institute of Management & Computer Studies for their provident suggestions at every step.
Nilesh Ghadge MMS (Marketing)
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EXECUTIVE SUMMARY The project I was dealing with Evergreen forever Pvt Ltd. is all about creating brand awareness of herbal skin & hair care products in urban area. In general, when the name of a brand is mentioned, the first idea that comes to the consumers mind is the corporate image associated with it. Thus, a brand image not only implies an actual brand meaning, which is set up in the beginning, and managed over time, but also is reflected by a consumers perception of the producing company reputation. Therefore, the image of a brand is mainly determined by customer perception, which means what values derived by consumption of products. & it influences the performance of a brand & product. Therefore, this study will investigate brand awareness of Evergreen Forever Pvt ltd. The purpose of conducting this study is to measure customer satisfaction about Evergreen Forevers Hair & skin Care products. This study will show either customer is satisfied for quality what they get in return of paid price. How much they are loyal with this brand and how much they prefer this particular brand to any other brand. Brand image has been acknowledged as an important area of research. This is because companies can increase their market share and growth rates by establishing a strong brand image in the minds of their customers This project helped me to gain lot of knowledge about customers buying behaviour towards local herbal skin & hair care products. How customers behaviour affect the sales and what people perceive about local brand and how customer can be attracted with different promotional & advertising activities. .
Evergreen Forever Pvt. Ltd. was established in 2008. Evergreen Forever Pvt. Ltd has products in categories such as Body Care, Hair Care, Health Care, and Skin Care. At Evergreen Forever, the commitment is purely to one thought and that is to provide consumers with a choice of high utility, best quality, at the most optimum price. All Evergreen Forever products are designed keeping in mind best personal healthcare by highly qualified staff employing sophisticated analytical instruments to test the final performance of each product. Apart from retail marketing the company has also have well competent a personal selling network. The company has its marketing offices in ,Mumbai and Pune. Evergreen Forever has its head office in Thane. Vision To be the leading provider of important healthcare brands and services to improve the lives of people.
Mission Globalization of ayurveda ,the ancient medical system in India. Establish Nirmal as a safe health problem solution centre without any side effect. Awareness of ayurvedic medicines to all age groups as well as all levels of society. Why Evergreen Forever ? Qualitative range of products Prompt delivery Cost-effective State-of-the-art Infrastructure MMS Marketing 2012-13 IMCOST Thane Page 10
Product Range Hair Care We are one of the leading manufacturers, exporters and suppliers of superior quality Hair Care Products. Our products are formulated from the premium quality ingredients that are tested by our quality experts, before being to use. The offered products are highly acclaimed by our clients due to their purity, long shelf life and optimum effectiveness. We provide our products to our clients at market leading prices Aloe Vera - Shikakai Shampoo With an astonished talent of our competent team, we are offering assortment range of aloe vera-shikakai shampoo. These are manufactured from premium quality organic and natural products sourced from our reliable vendors, strictly inspected by our team of experts to ensure its shelf life and performance. Our products are widely acclaimed by our clients as it is helpful in getting rid from the tangles of dandruff and provide superfluous strength and shine to frizzy and dull hair.
Aloe Vera - Anti-Dandruff Shampoo
We have emerged as eminent producers and suppliers of an impressive collection of aloe vera anti-dandruff shampoo. Our products are processed by using premium quality ingredients like aloe vera, neem, amla & MMS Marketing 2012-13 IMCOST Thane Page 11
camphor which are helpful in removing dandruff from your scalp. These products have properties like accurate composition, ph value and longer shelf life. In addition, henna allows conditioning effect and makes your hair soft, healthy and shiny.
Aloe Vera - Conditioner Shampoo By keeping track with market development, we are involved in providing aloe vera conditioner shampoo. Our wide range of shampoo is the best treatment for the hair loss and thus widely used among the clients. This range of shampoo is processed using includes various ingredients like aloe vera that is natural moisturizer and henna that is a natural conditioner. Our all herbs shampoos are known for mild cleanser and ph balanced with no side effects.
Skin Care Owing to our expertise in this field, we are providing a premium quality range of Skin Care products to our clients. This superior quality product range is processed by using advance technologies and high grade ingredients sourced by our reliable vendors. Aloe Vera skin care is widely used by our clients for protecting their skin from atmospheric pollution, sunlight and blemishes. In addition, we offer customized packaging as per the requirement of our precious clients.
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Aloe Vera Cream
We bring to our customers an exclusive range of aloe vera cream. After the elaborated research done by our team of experts, this cream is processed using premium quality ingredients and advanced technology. These products are widely acclaimed by our precious clients due to its efficiency to protect skin from atmospheric pollution, sunlight and blemishes. Our valuable clients based in various locations can avail the assortment at market leading prices.
Aloe Vera - Skin Care Gel
We specialize in manufacturing, exporting and supplying aloe vera-skin care gel. Our team of experts processed this gel under the most hygiene environment using superior quality inputs sourced from our reliable vendors in market. Moreover, this product is extensively used to cure against the scars and wrinkles. Our offered gel is practically tested which confirm that our gel is supreme to solve out the problem related to skin and hair. Highly appreciated for its fast and quick result, this is available with us in various customized packaging as per our noted clients specifications.
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Aloe Vera Juice Backed by a team of professionals we are offering exclusive range of aloe vera juice. The broad range of aloe vera juice is process by our most trusted vendors of the market. It is well tested by our quality testing unit on various parameters, which help us to maintain the pureness and freshness of the juices. These are ideal for various diseases like gastronomy, diabetes, appetite, skin, constipation and for many others. We offer these products at competitive price in the market.
ORGANIZATION STRUCTURE OF EVERGREEN FOREVER PVT. LTD
Finance Department Marketing Department Team Accountant Marketing Executive Sales Men Company Head Procurement & Distribution Department MMS Marketing 2012-13 IMCOST Thane Page 16
Quality Assurance We conduct a variety of inspections, audits, registrations and certifications of commodities and facilities to provide consumers with safe, high quality herbal products while maintaining fair trade practices and enhancing product marketability for the industry through its Quality Assurance Program. We approach to long-term success through customer satisfaction, based on the participation of all members of an organization (suppliers included) in improving processes, products, services and the working culture is called: Total Quality Management (TQM). Procurement of Products Evergreen Forever Ltd is marketing firm they do not produce herbal products at their factory but they buy this product from Mataji Mahila Bachat Gat (Saving fund) & do marketing & distribute of it all over Maharashtra Distribution Channels It is believed that a strong and efficient distribution network is one of the most important assets of any Company or Business. Therefore we have decided to establish efficient distribution channels into Maharashtra. It is imperative to grow our distributor network to reach out to each and every household and hence we are soliciting distributorship enquiries. Following channels are used by Evergreen Forever Ltd to reach each segment of market Retailers: Evergreen Forever Ltd does not have their own retail shops so they are selling their products through local retailers. I.e Medical Shops Personal Selling: Evergreen Forever Ltd has got the team of Marketing executives who sales their products over door to door where executives interact with customers face to face & sale their products as well as create awareness about their brand. MMS Marketing 2012-13 IMCOST Thane Page 17
Online Delivery: Evergreen Forever ltd has started their website www.evergreenforu.com through which they receive orders & deliver product at their door step Pricing Strategy of Evergreen Forever Ltd: Since Evergreen Forever Ltd is new in the market & they also have not well brand recognition therefore they are using Price Penetrating strategy where they are entering into market with intention of grabbing market share & making space for them in current market They have set their products prices at very low cost which can attract more segments of customers. Prices are as follow Hair Care Products Sr No Product name Price( per unit) 1 Aloe Vera Shikkhai Shampoo 100 2 Aloe Vera Dandruff Shampoo 100 3 Aloe Vera Conditioner 120
Skin Care Products Sr.No Product name Price( per unit) 1 Aloe Vera Cream 120 2 Aloe Vera Skin Care Jel 120
1 Aloe Vera Juice 100
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Competitors Since it is new in the market there are many competitors for Evergreen Forever Ltd & they have already established their names in consumers mind which might be little difficult for Evergreen Forever Ltd to create space in consumers mind. Major Competitors of Evergreen Forever Ltd is Himalaya Herbal Care Products & other local Herbal brands
Himalaya Herbal products have grabbed 64% of market & rest Ayur, Bajaj Herbal care, Neem , & Clean n Clear there are at 10 % & 26% people not aware about any major competitors.
Chapter No.2 Objectives, Scope, Limitations and Review of Literature
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Objectives To understand the market potential for Herbal product. To understand the awareness and perception of the Evergreen Forever Pvt Ltd brand among the competitors. Measuring Brand performance of Evergreen Herbal Product. Scope of the study With the help of primary data given by the respondent during the survey, a study is done to help the Evergreen Forever Herbal Pvt Ltd. To understand market potential for Personal care or Beauty care product in Mumbai. To understand their brands position with respect to awareness compared to other personal care or Health care product in market. To check for any opportunity or threat. It gives information about how many consumer using competitor`s products.
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Limitation of the study 1. Region: The survey was limited for Mumbai Suburban city. 2. Selective specialization: Only Hair Care & Skin Care Herbal Products were covered under project survey. 3. Time constraint: As this was part of syllabus and time is of only 2 months to get the feedback from a Suburban area of Mumbai city & due to time constraint large number of sample size was not possible. 4. Approach: Some of people were not entertaining the Questionnaire, so it is not possible to get perfect perception of interviewee.
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REVIEW OF LITERATURE
BRAND: A brand is defined as a name, term, sign, symbol (or) special design of these elements that is intended to identify good (or) service of one seller (or) group of seller.
BRAND AWARENESS: The likelihood that consumers recognize the existence and availability of companys product or service .Creating brand awareness is one of the steps in promoting a product. Example: In software industry, very little separates a generic soda from a brand-name soda, in terms of taste. However, consumers are very aware of the brands Coca Cola and Pepsi, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as economic most that prevents competitors from gaining more market share.
BUILDING CONSUMER BRAND AWARENES: Branding has always been one of the most imperative factors in building a successful business, whether it be food, supplements, beverages, retail store or any other consumer product or service. As so, within the world of healthy and natural products, the importance of branding is paramount. Indeed, most of us are aware that branding within the natural products channel is actually a paradoxical statement. Its one of two things-either consumer within this channel do not form the same relationships with the brands as do mainstream consumers, or marketers within the channel, due to a variety of factors, have not executed optimal brand building techniques.
TYPES OF BRAND Product the most common brand is that associated with a tangible product, such as a car or drink. This can be very specific or may indicate a range of products. In any case, there is always a unifying element that is the 'brand' being referred to in the given case. Individual product Product brands can be very specific, indicating a single product, such as classic Coca- ola. It can also include particular physical forms, such as Coca-cola in a traditional bottle or a csan. Product range Product brands can also be associated with a range, such as the Mercedes S-class cars or all varieties of Sensodyne toothpaste. MMS Marketing 2012-13 IMCOST Thane Page 23
HOW TO DO BRAND AWRENESS:
1) Differentiate your brand: Branding is all about sending a strong and consistent message. With a strong brand you wont have to sell for as long or as hard. Customers will know that you stand for before your pitch or proposal. You want to be easily identifiable at every customer touch point, from word of mouth to final sale. Whether its by visiting your website or seeing a print add, ensure that every bit and byte of packaging, presentations, communications and marketing speaks with your brand consistent look and feel. The only way to see if you are standing out from the crowd is by performing a competitive analysis. If you have not performed one for a while make time to take this important step in re-aligning your brand. Clip your competitors ads Review their PR coverage Research them online And buy their products and services
2) Promise value: Now that you have worked out what separates you from your competitors, it is time to redefine your brand message so that your best prospects can relate to what your company stands for. Ask yourself how well do you know and understand your customers? Create an accurate portrait of your target prospects. Research them and this will help you focus your branding efforts. From doing this it will help you reach the audience that will be most receptive to the unique qualities of your products and services.
3) Become a market leader: To become a true leader in your market niche, focus on improving your customers experiences and interactions with your company. Honour what your brand symbolises by continuing to deliver to your high value customers. Always make sure you keep your promises and live up to your marketing claims. In todays world before making many purchases, customers will: MMS Marketing 2012-13 IMCOST Thane Page 24
Look at reviews Read in depth information And pay attention to word of mouth This is known as "ownership experience" and customers do this in order to feel confident that the purchase and post-purchase experience will live up to expectations raised by brand marketing
4) Integrate your messages: How consistent is your brands message communicated? Do the message of your various marketing programs conflict? The same branding should appear uniform on your entire advertising range, marketing channels and promotional options, not just stationary or sales brochures. That includes press releases e-mail signatures trade show displays and booths store or office signage banners and billboards print ads posters and marketing for sponsored or charity events Audit all your company's current marketing communications, paying particular attention to sales tools - as over time, these tend to become mismatched and disconnected from other marketing efforts. This will ensure that your branding tune-up is successful, and once your sales and marketing tools are re-aligned, will create a stronger brand image.
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PRACTICAL ASPECT The below research has been done by Tany Roy (CFA) ,Abhijit Mitra (CFA) & was carried out by Bizeqation Outsource Research & Analysis It is summary of Indian personal care which is not similar with my project but it can help me to understand what was the potential for personal care product ins 2006 & what is potential today in 2012 & ahead in future. . Case study Indian market is one that is huge in size. It exhibit different social & cultural pattern across different geographical segments. The Market is promising & set to grow in multiple in future increasing consumers spending power has made Skin care one of the rapidly growing industries in India. The Personal & cosmetic industry has been growing at the average rate of 15-20% for last few years. The annual value of personal products business in India, Including oral care, Hair care, & Skin care products is currently estimated to be rs25.6 bn growth has come because of low & medium priced categories which account for 80% of cosmetic market in terms volume. This research speak on current market for FMCG, Personal care & skin Care & what are the growth drivers & demand drivers of Indian Market. According to study by Mckinsey Global Institute, Indian incomes are likely to grow three fold next two decades & India will become the worlds fifth largest consumer market by 2025 moving up from its position in 2007 as the 12 th largest consumer market Growth drivers Changing income patterns More consumption opportunity Developed country Increasing discretionary spending Maharashtra, Uttar Pradesh & west Bangal are the three major markets for personal care products with around 37 % of market share in 2006 This research paper more talk on personal care product it means there is potential market from long time for skin care & hair care products but there was no awareness about herbal skin care & hair care products. MMS Marketing 2012-13 IMCOST Thane Page 26
It can be conclude from above research paper that there was not more awareness about herbal in 2006 but now people got more conscious about their hair & skin which create demand for herbal skin & hair care products.
Research Design Followed Descriptive Research is the research method used because descriptive studies embrace a large proportion of market research. The purpose is to provide an accurate snapshot of some aspect of the market environment. Descriptive research is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. As opposed to exploratory research, descriptive research should define questions, people surveyed, and the method of analysis prior to beginning data collection. In other words, who, what, where, when, why, and how aspects of the research should be defined. Research method The study is relied only on primary data. The primary data is collected through personal interviews using structured Questionnaire. Sampling Sample unit: In this project case sample were the consumers & retailers in Suburban area of Mumbai city & the aim was to know the awareness level of Evergreen Forevers herbal Products range and the competitors present in the market. Sampling Methods: Simple random sampling A subset of a statistical population in which each member of the subset has an equal probability of being chosen. A simple random sample is meant to be an unbiased representation of a group
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Sample Size Sample size for customer 50 Sample size for retailers 10 Data Collection Techniques Two Sources have been used to collect the relevant data, which is essential for the study they are: Primary Data To collect primary data from retailers Questionnaires were used. Questionnaire was prepared very carefully so that it may prove to be effective in collecting the right information. Secondary Data Secondary data collected from different website. This secondary data formed the conceptual background for the project. This secondary data was compared with the primary data collected in area. Research Instrument Structured questionnaire is used. This questionnaire contains qualitative and quantitative information of the customers. The questionnaire contains both open-ended and close ended questions,
Analysis & statistical techniques used Types of data analysis techniques used in the project: Tabular analysis. Graphical analysis Percentage analysis.
MMS Marketing 2012-13 IMCOST Thane Page 30
Chapter No.4 Data analysis and Interpretation MMS Marketing 2012-13 IMCOST Thane Page 31
DATA ANLYSIS & INTERPRETATION
For the data analysis we considered 50 sample size for customers & 10 size for retailers Q1. When you hear about a product category, can you recall our products? Brand Awareness Respondents Yes 46% 23 No 54% 27
Graph 1: Showing the awareness of customer towards Evergreen forever Interpretation: The above table analysis is the awareness of customers towards Evergreen forever, where in 46% of the respondents are aware of it and 54% are not aware of this product.
Q2.What is the count per month of our product you buy? Consumption Per Month in% No of purchase per month 1 26.31 5 Min 2 52.63 10 Min 3 21.05 4 Min 4 to 5 0 0
Graph 2: Showing monthly consumption of one consumer. Interpretation: As per the above analysis it seems that more of consumers purchase minimum 2 products of Evergreen forever.
0 10 20 30 40 50 60 1 Min 2 Min 3 Min 4 to 5 Consumption Per Month in % % MMS Marketing 2012-13 IMCOST Thane Page 33
Q3. From where did information about Evergreen Forever Pvt Ltd. product? Media Result in % Media Result in nos Family 21.05 4 Friends 63.15 12 Internet 15.78 3
Graph 3: Effectiveness of communication Media Interpretation: The above table analysis shows that through which customers come to know about our product the result shows that mouth of publicity has good impact over customer Here the Internet media seems failed in generating orders & awareness
Family 21% Friends 63% Internet 16% Media Result in % MMS Marketing 2012-13 IMCOST Thane Page 34
Q 4. What do you think about Evergreen Forevers product? Price Perception in % Respondents Affordable 91.3 21 Expensive 8.69 2
Graph 4: It shows the price perception of customers towards Evergreen product Interpretation: The above table analysis shows that 91% customers are happy to buy our product as it is affordable for them & for rest 9% it is expensive.
Q5. Have you visited our web site? Awareness through Internet % Respondents Yes 8 4 No 92 46
Graph 5: Customer visit to Evergreen forevers Web site Interpretation: Above analysis shows that 90 % of customers have not visited our website on internet therefore they are not more aware of our website & products. Only 8% customers have visited our website
Yes 8% No 92% customer visit to Website in % MMS Marketing 2012-13 IMCOST Thane Page 36
Q6. Is there any change you want us to introduce in the product? Changes required by Customers in % Respondents Advertising 57 13 Packaging 30.43 7 Product Quality 13.04 3
Graph 6: It shows the changes that are looking forward in Evergreen forevers Products Interpretation: Above analysis shows that customers are happy with quality but are not happy with advertisement & packaging.
Q7. On what basis you select Evergreen Forevers product? Elements % Respondents Quality 46 23 Price 18 9 Quality & Price 34 17 Quality & Quantity 2 1
Graph 7: It shows that what customer look for while making purchase decision Interpretation: According to table analysis it seems that customer give more preference to quality & quality & price that is 46% & 34 % respectively, which determine the purchase decision.
Q8.What do you perceive about the quality of product? Competitors Quality Perception Quantity Perception Himalaya 15 18 Evergreen Forever 15 16 Ayur/Others 8 13
High Price
Evergreen Forever Low Quality
High Quality
Ayur
Low Price
Ayur
High Price
Low Price
Himalaya Evergreen
High Quality
Graph 8: Above graph shows the perception of consumers towards Evergreen & Competitors products MMS Marketing 2012-13 IMCOST Thane Page 39
Perceptual Mapping: Technique in which consumer's views about a product are traced or plotted (mapped) on a chart. Respondents are asked questions about their experience with the product in terms of its performance, packaging, price, size, etc. Theses qualitative answers are transferred to a chart (called a perceptual map) using a suitable scale (such as the Likert scale), and the results are employed in improving the product or in developing a new one. Interpretation: According to market survey customers perception about Himalaya is, it is not only high in quality but also in price which make differentiation in Evergreen & Himalaya products therefore Himalaya is perceived as high value product compare to Evergreen & other products. Here Evergreen is perceived as good quality as well as medium price product which can be substitute for Himalaya. People suggestion High Price
Evergreen
Low Quality High Quality
Low Price
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Evergreen Forever Ltd can improve their quality without making changes in price & can compete to Himalaya. Evergreen need to take numbers of steps to improve it quality it may include ISO 9000 Certification which none of the other two competitors obtained. Q9. Is there demand for Evergreen Forever's product? Demand In % Respondents Yes 60 6 No 40 4
Graph 9: It shows the demand for Evergreen Forevers Product Interpretation: Above table analysis show s that there is demand for Evergreen Forevers products in market 60 % retailers are agree with statement that demand is emerging for Evergreen product.
Yes 60% No 40% Demand In % MMS Marketing 2012-13 IMCOST Thane Page 41
Q10. Is our product made easily available in market at right time?
Demand In % Respondents Yes 60 6 No 40 4
Graph 10: It shows that Products are made available within time Interpretation: Table analysis shows that 60 % of retailers said that Evergreen Forevers product is made available on time.
Yes 60% No 40% Products are made available on time result in % MMS Marketing 2012-13 IMCOST Thane Page 42
Q11. What is the contribution of our product to your total sale? Sale contribution in % Respondents Minimum 60 6 Maximum 0 0 None 40 4
Graph 11: It shows the Sales contribution of Evergreen Forevers Product to total sales
Interpretation: Above table analysis shows that 60 % retailers said that Evergreen product contribute small sale contribution to their total sales & 40% retailers said that it does not contribute anything to their total sales
0 10 20 30 40 50 60 Minimum Maximum None Sales contribution to retailers total sale MMS Marketing 2012-13 IMCOST Thane Page 43
Q12. Would you like to sale our product in future? Result in % Yes 60 No 40
Graph 12: It shows are retailers wanted to continue their relationship with us or not? Interpretation: Above analysis shows that 60% retailers want to continue their relationship as it contribute something to their total sales & 40% retailers want to discontinue relationship with us as they are not getting any profit by selling our products.
Yes 60% No 40% Result in % MMS Marketing 2012-13 IMCOST Thane Page 44
FINDINGS & OBSERVATION
Graph 1: According to data analysis I found that 46 % consumers are aware of Evergreen Forever brand & rests of 54% consumers are unaware of Evergreen Forevers product & its existence. This is the result of low promotion activities & advertisement such as hoardings news paper advt, promotional campaign etc.
Graph2: According to analysis it seems that 53 % of consumers purchase minimum 2 products of Evergreen Forever every month Consumption pattern of each individual may differ from individual to individual therefore the purchase seems less.
Graph3: Table analysis shows that 63.15% consumers have heard about our product through their friends & 21.05 % consumers heard it from their family & 15.78 from internet. It seems that consumers more believe what they heard from their friends & family as they have experience it. So Mouth of publicity play important role in creating awareness about Evergreen Forever. It shows that Internet media failed to create more awareness & generate new orders. Graph4: Table analysis shows that Evergreen Forevers Products are affordable since result shows 91.30 % customers buy it because of it quality products comes at affordable rate which can suit their pocket.
Graph 9: According to retailers there is demand for Evergreen Forevers product & also it seems that there is potential market for them if they do promotion in right manner they can grab potential market share They want to maintain the existing relationship with us since there is increasing demand for Evergreen Products in current & future market. MMS Marketing 2012-13 IMCOST Thane Page 45
Urban retailers are ready continue their relationship with Evergreen Forever Pvt .Ltd where rural are not much agree with it
According to survey it found that Evergreen products do not contribute much to retailers total sales then too keeping prospective view in the mind, retailers still continue their business with us.
Graph 12: As per perceptual mapping it seems that Himalaya is big competitors for Evergreen Forever Ltd. The Quality is offered by them is more than Evergreen Forevers products but Evergreen can become substitute for them if price is considered, as Himalaya products are offered at high price compare to our products hence this can become competitive advantage for Evergreen Forever Ltd.
MMS Marketing 2012-13 IMCOST Thane Page 46
SUGGESTION & RECOMMENDATION
They should focus on sale promotion & advertisement activities to create more awareness about Evergreen Forevers Skin & Hair care products. Advertisement activities may include Pamphlet distribution, Paper insert, Bill Boards & hoardings.
They should provide cash discount to retailers & coupons to consumers on purchase of products to attract more customers that may result in increased sale.
They should start introducing Economic version of their products to increase sale volume & profit.
As Internet media concerns they should work on internet media to create more awareness through designing their web site more attractive.
Evergreen products price is main USP for them as they have made quality products available at affordable rates.
As quality of Evergreen concerns they should more focus on improvement of quality which can be done with the help of ISO 9000 certification.
They should increase their coverage area where they can target more customers & retailers.
Since they are serving in urban area they can offer their products in big mall where customers are attracted more
Evergreen Forever Ltd can improve their quality without making changes in price & can compete to Himalaya. Evergreen need to numbers of steps to improve it quality it may include ISO 9000 Certification which none of the other two competitors obtained.
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CONCLUSION In todays era people are more conscious about their health & beauty therefore they are preferring herbal products which has no side effects at all & nowadays it has become trend so it seems that Herbal companies have huge potential in this segment. Evergreen has taken advantage of this opportunity & comp up with skin & hair care products which are made of Aloe Vera As per market research it is concluded that Evergreen Forever pvt Ltd. Has to work on their marketing & promotional activities which can create more awareness about their products & existence. They should also focus on their quality to meet the competitors & to create separate space in market. Increase in coverage area will also help to grab potential segment.
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Annexure
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Brand Awareness Questionnaire for Customers Name: ____________________ Address: ____________________ Phone Number: ____________________ Email id: ____________________ Q1. When you hear about a product category, can you recall our products? a) Yes b) No Q2. Which products of our company are you aware of? ________________________________________________________ Q3. What do you think about our product? a) Costly / Expensive b) Affordable c) None Q4. Do you know other existing substitutes for our product? a) Yes b) No Is yes, please name a few ___________________________________________ e) Dont know Q5. Do you use any of our products? a) Yes b) No Q6. If yes, what are the features that you like about our product? _______________________________________________________ _______________________________________________________ MMS Marketing 2012-13 IMCOST Thane Page 50
Q7. Are you satisfied with our products? a) Yes b) No Q8. What do you look for in the products you choose? a) Price b) Quality c) Quantity & price e) Quality & Quantity Q9. What is the count per month of our product you buy? a) 0 b) 1 c) 2 3 d) 4 6 e) More than 6 Q10. What is the minimum and maximum price that you are willing to spend on our product? a) Minimum 100 Maximum 200 b) Minimum 250 Maximum 450 c) Above 500 Q11. From where did you hear about our product? a) Family b) Friends c) Internet
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Q12. Is there any change you want us to introduce in the product? a) Packaging
b) Product Quality
c) Advertising Q13. Have you visited our company website? a) Yes b) No Q14. What do you perceive about the Quality of product? Brand Names Very Bad Bad Neutral Good Very Good Himalaya Evergreen Forever
Ayur/Others Q15. What do you Perceive about the Prize of the Product? Brand Names Very Low Low Neutral High Very High Himalaya Evergreen Forever
Ayur/Others
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Brand Awareness Questionnaire for Retailers Name of Shop : ____________________ Address: ____________________ Phone Number: ____________________ Q1.Is there any demand for Evergreen Forevers Product? a) Yes b) No Q2. Which product of our company has demand in market? a. Aloe Vera Cream
b. Aloe Vera Skin Care Jel
c. Aloe Vera Shikakai Shampoo
d. Aloe Vera Anti Dandruff
e. Aloe Vera Conditioner
f. Aloe Vera Juice
Q3. Do you find competition for Evergreen Forever's Product? a) Yes b) No Q4. Is our product made easily available in market at right time? a) Yes b) No Q5 What is the contribution of our product to your total sale? a. Small
b. Medium
c. High MMS Marketing 2012-13 IMCOST Thane Page 53
Q6. Would you like to sale our product in future? a) Yes b) No
Q7. What is the response of the retailers for our product? a. Convenience
b. Non Convenience
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BIBILOGRAPHY
Books Referred:- Marketing Management Phillip Kotlar Research Methodology, Methods and techniques - C R Kothari www.evergeenhurbal.com www.google.com www.wikipedia.com www. bizequation.com