Академический Документы
Профессиональный Документы
Культура Документы
Submitted To:
Dr. Shitala Tripathi
Sr. Lecturer & Research Coordinator
School of Management Sciences Lucknow
Submitted By:
2. Literature Review-
The Indian FMCG sector is the fourth largest sector in the economy with a total market size in
excess of US$ 13.1 billion. It has a strong MNC presence and is characterised by a well established
distribution network, intense competition between the organised and unorganised segments and low
operational cost. Availability of key raw materials, cheaper labour costs and presence across the
entire value chain gives India a competitive advantage.( Ghalla Bhansali Stock Brokers Pvt. Limited, research
report published on their website)
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015.
Penetration level as well as per capita consumption in most product categories like jams, toothpaste,
skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian
population, particularly the middle class and the rural segments, presents an opportunity to makers
of branded products to convert consumers to branded products. (www.ibef.org)
There is immense growth opportunity in FMCG sector and there exists a strong relationship
between branding and advertisement expense/ activities of a company. With the growing awareness
that brands are one of a firm's most valuable resources (Srivastava, Fahey, and Christensen, 2001),
branding has emerged as a top management priority in the past decade. In this context, corporate
branding strategies are gaining more and more importance. Corporate brand (CB) is thereby
understood as being a product of top management and its ability to propagate this vis-à-vis its stake-
and shareholders so as to form the interface between self portrayal and external perception of the
organization (Kiriakidou and Millward, 2000; Balmer, 2001). Given its highly competitive nature,
much has been written about corporate brand management (CBM) and its impact on consumer
behavior and its correlation with the advertising (e.g., Yoon, Gürhan-Canli, and Schwarz, 2006).
3. Research Methodology-
This work is to be carried out in form of exploratory research. Exploratory research is a type of
research conducted because a problem has not been clearly defined. Exploratory research helps
determine the best research design, data collection method and selection of subjects. Given its
fundamental nature, exploratory research often concludes that a perceived problem does not
actually exist.
(iv) Time and Date of the data depends on the moment it will be collected .
(b) Hypothesis-
Null Hypothesis:
H0: There is no correlation between the advertisement and branding (Brand positioning) of a
FMCG company
Alternate Hypothesis:
H1: There is a correlation between the advertisement and branding (Brand positioning) of a FMCG
company
4. Chapter Plan:
The chapter plan for the research is as follows:
Title Page
Declaration
Certificate
Acknowledgement
List of Table graphs and Charts
Bibliography
References
Annexures