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1 INTRODUCTION
Marketing Research is a developing management tool for the welfare of the society as well as the organization. There are so many applications of marketing research it depends on the marketing problem. This concept is to determine consumers needs and wants and that is a foundation for decisionmaking. So it provides with correct, adequate, and accurate information needed. By which marketing strategies can be decided. It is confined to special projects, to evaluate the marketing efforts and to special projects, to evaluate the marketing efforts and to study behavior of buyers, dealers and to competitors.
QUESTIONNAIRE
Personal Details: (must) Age: (16 30 Years) Gender: Male Female (31 45 Years) (Above 45 Years)
1. Which Brand suddenly strikes in your mind, when you heard about body spray? Axe Others 2. Why that brand? Advertisements 3. Do you use body spray? Yes No Neighbours suggestion others El Paso Denim Park Avenue Maxi
5. What you expect in the body spray? Fragrance. Economic. 24 x 7. Zero allergy. Attract opposite gender. 6. What brand of body spray you using? Axe Others 7. Are you a brand addict? Yes No El Paso Denim Park Avenue Maxi
LITERATURE REVIEW
Place Channels
Brand name
Credit terms
Direct marketing
Inventory
Transport
BRANDS
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4 BRANDS:
Brand is the image of the product in the market. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called integrated marketing. For example,
successful at branding with their particular script font, which it used in the logo to show their uniqueness.
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SEGMENTATION
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5 SEGMENTATION:
Segmentation is the dividing the users for targeting the customer. In this case of project the companies use age group as the tool to target the customer.
(31
According to our survey, Peoples under this age group generally didnt use any kind of the body spray. They mostly prefer some of the natural fragrance things only.
Survey Report:
Conducted among the 25 peoples in the age group of Above 45 Years.
Users
: 10 (among this 10 only 2 peoples use body spray others prefer only the natural fragrance)
Non Users : 15
10 peoples ------> 40% (2 Peoples 8%) 15 Peoples ------> 60%
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The above figure will be very much useful for know about the body spray users in the age group of above 45 years. It clearly shows that the majority of peoples are not willing to use the body sprays and the others are like to use the natural things like sandal, javaathu, etc. And only the very few of the peoples are willing to use the body spray. It clearly shows that these age groups of peoples are not the targeted customers for the companies which are involved in the production of the body spray.
5.2 31 45 Years:
According to the survey conducted for body spray shows that the people under the age group of 31 45 years are the occasional users.
Survey:
Conducted among the 25 peoples in the age group of 31 45 Years.
Users
Brand Addicts (20%) Users but not brand addicts (60%) Non Users (40%)
Fig 5.3 31 45 years
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The above mentioned figure shows that the body sprays users among the age group of the 31 45 years. According to this figure majority of peoples use the body spray but they are not the brand addicts (occasional users). They are not looking for the particular brands and also they didnt use it in frequently. They only use it in the festival or for any special occasions. In general I have noted that the families residing in thanjavur are like to use the foreign brands (unknown brands) from the foreign return peoples. They didnt show much interest in any specific brands, they are ready to use all brands of body spray. The brand addicts are less in this age group so this will clearly show that these age group peoples are also the non targeted customers. But the companies trying to capture these occasional users to their customer by giving attractive advertisements and awareness to use body spray.
5.3 16 30 Years:
According to the survey conducted regarding to the body spray shows that among the above mentioned segmentations obviously 16 30 Years peoples are the majority users of the body spray.
Survey:
Conducted among the 25 peoples in the age group of 16 - 30 Years. Users : 21[84%] (among this 21 only 10[40%] peoples are brand addicts) Non Users : 4[16%]
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Non users (16%) Brand Addicts (84%) User of any Brand (40%)
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BRAND SPECIFICATION
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BRAND SPECIFICATION: As we seen in the earlier chapter there are various kinds of the brands are available in the market from these available brands we need to know about popular one. By using this survey report we can able to find that. According to the survey conducted in the retail shops,
Shop 2: The most selling brands are 1. Axe 2. Eva 3. Zee Market survey on body spray
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Shop 3: The most selling brands are 1. El Paso 2. Axe 3. Maxi Shop 4: The most selling brands are 1. Axe 2. Denim 3. El Paso
4. Cigar
The above mentioned are the some of the sample results from the retail shops. The survey also shows that the most of the customers are the young age peoples such as the school and college students, people under the age of 35 years. So this also shows the target customers clearly. Even though the above results itself useful for finding the popular brand. The following graph will be very much useful for know about the brand which is popular in the market.
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40 35 30 25 20 15 10 5 0 A B C D E F
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CONCLUSION
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CONCLUSION: The survey regarding to the body spray has been successfully completed. From this survey, the most wanted brand of body spray is AXE and target customers are the young age peoples who are all under the age limit of the 35 years. The innovative advertisements, quality product, varieties of fragrance and durability would make the AXE to achieve this position.
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THANK YOU
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