Project Report

Brand Awareness and Feasibility Survey

Submitted By

Prakarsh Patel Salin George AES PGIBM

Guided By

Mr. Sulabh Agarwal

Undertaken For

Tanishq Jewellery

Brand Awareness and Feasibility Study

ACKNOWLEDGEMENT
The completion of the project and the successful culmination of our efforts remind us of our in depth gratitude towards our guide Mr. Sulabh Agarwal for his valuable guidance and constant inspiration. We take this valuable opportunity to express our sincere thanks to our guide Mr. Sulabh Agarwal for his general help in giving us more knowledge in the survey and its analysis which was relatively new to us. We are very thankful to our principal Dr. A.H. Kalro and Prof. Mayank Joshipura for helping us out in various aspects regarding the project. We would also like to extend our heartfelt thanks to the staff and faculty of AES PGIBM who helped us out with our project by providing various resources that helped us in the successful completion of the project. Last but not the least I would like to express my thanks and gratitude to all our colleagues, friends, teaching and non teaching staff members and all those who contributed directly or indirectly through suggestions, thoughts and presence during the project. Thanks!

Prakarsh Patel Salin George

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study CONTENTS

Acknowledgement.......ii Introduction.....1 Executive Summary.8 Purpose...15 Objective.15 Scope..15 Procedure....15 Limitations..16 Brand Awareness and Feasibility Analysis17 Vastrapur17 Vapi27 Anand.39 Gandhidham..50 Conclusions and Recommendations. 61 Bibliography..62

1. INTRODUCTION
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Brand Awareness and Feasibility Study

1.1 Company Profile:

1.1.1 TATA GROUP

The Tata Group was founded in the mid 19th century by Jamsedji Tata .Today it is one of India's largest and most respected business conglomerates, which comprises of 28 publicly listed enterprises with 96 operating companies in seven business sectors:

Information Systems And Communications; Engineering; Materials; Services; Energy; Consumer Products; And Chemicals

The Tata with revenues in 2005-06 of $21.9 billion (Rs 967,229 million), the equivalent of about 2.8 per cent of the country's GDP, and a market capitalization of $62.2 billion as on July 12, 2007. Tata companies together employ some 2, 46,000 people. The Tata Group has operations in more than 54 countries across six continents, and its companies export products and services to 120 nations. The Tata family of companies shares a set of five core values: integrity, understanding, excellence, unity and responsibility. These values, which have been part of the Group's beliefs and convictions from its earliest days, continue to guide and drive the business decisions of Tata companies. The Group and its enterprises have been steadfast and distinctive in their adherence to business ethics and their commitment to corporate social responsibility.

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1.1.2 TITAN INDUSTRIES

The significance of the name TITAN connotes the association of the Tata Group in the form of Tata Industries and the TAmil Nadu Industrial Development Corporation. It thus signifies the joint venture between the Tata Group and TIDCO. The Manufacturers of India's leading watch brand and India's only national jewellery brand - using design, technology and people for unchallenged market leadership. Joint Venture between India's most respected business organization - the Tata Group and the Tamil Nadu Industrial Development Corporation (TIDCO) World's sixth largest manufacturer brand of watches and India's leading producer of watches under the Titan and Sonata brand names. Product portfolio includes watches, jewellery, eyewear and precision engineered products. Exports watches to about 40 countries around the world with manufacturing facilities in Hosur, Dehradun, Goa and manufactures precious jewellery under the Tanishq brand name, making it India's only national jewellery brand. Exports Tanishq jewellery to Europe, U.S.A., Middle East and Australia. Extensive domestic distribution network, amongst the world's largest retail chain of exclusive retail showrooms called 'The World of Titan' with 164 showrooms and multibrand outlets named Time Zones with 144 outlets for watches. Titan watches crossed 70 Million customers, an endorsement of customer delight.

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1.1.2.1 PROFILE

Titan Industries is Indias leading manufacturer of watches and jewellery and the worlds sixth largest manufacturer brand of watches. Established in 1984 as a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation, the company transformed the Indian watch market, offering quartz technology with international styling, manufactured at its state-of-the-art factory at Hosur, Tamil Nadu. In 1995, the company diversified into jewellery under the brand Tanishq. Leveraging its understanding of different segments in the watch market, the company launched a second independent watch brand Sonata as a value brand to those seeking to buy functionally styled watches at affordable prices. It also entered the segment of premium fashion watches by acquiring a license for global brands such as Tommy Hilfiger. Titan has also diversified into fashion eyewear with its Fastrack Eye Gear sunglasses. Further, Titan leveraged its manufacturing competencies and branched into precision engineering products and machine building in 2003.
1.1.2.2 AREAS OF BUSINESS

Titan manufactures over 7 million watches per annum and has a customer base of over 65 million. The company has manufacturing and assembly operations at Hosur, Dehradun and Himachal Pradesh. Its main products are: Watches: Titan manufactures two main brands viz. Titan for the premium segment and Sonata for the below-$25 category. The Titan brand architecture comprises several brands, each of which is a leader in its segment. Notable among them are: Titan Edge the worlds slimmest watch; Nebula in solid gold and precious stones; the Gold and Steel collection; Raga 9 to 5 for the woman achiever; Flip Indias first and only reversible watch with two movements and dial faces; and Fastrack in the sporty casual category. Today, Titan has over 60 per cent of the domestic market share in the organized watch market. Its exclusive retail showroom chain World of Titan is amongst the largest in its category. Titan watches are sold through over 9,000 outlets in over 2,300 cities and internationally in over 30 countries including the UK, Spain, Greece and countries in the AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study Middle East and Asia Pacific. Its after sales service is itself a benchmarked operation with a network of over 616 service centers and has one of the worlds fastest turnaround times. The company has a world-class design centre both for watches and jewellery. Jewellery: Tanishq is Indias largest and fastest growing jewellery brand. Tanishq has around 90 boutiques in around 70 cities across the country with a premium range of gold jewellery studded with diamonds or coloured gems and a wide range in 22kt pure gold. Platinum jewellery and designer silverware are also a part of the product range. Tanishq is one of Indias largest specialty retailers and is transforming the jewellery market in India. Precision engineering: The Companys precision engineering division manufactures dashboard clocks as OEM to car manufacturers in Europe and America. It also supplies precision components to the avionics and the automotive industry.
1.1.2.3 ACHEIVEMENTS

Titan Industries has been awarded the following:

The President of Indias Award for employing the disabled. Friends of BIL Award for employing the handicapped. The Titan Design team received 7 accreditations at the NID Business World Awards, including the 'Young Design Entrepreneur of the Year'. Titan and Tanishq were adjudged 'Most Admired Brands' as well as 'Retailer of the Year' by Images Fashion Forum. Titan retained it ranking as the 'No 1 Brand' in the Brand Equity Survey, in the Consumer Durables category.

1.1.2.4 CORPORATE SOCIAL RESPONSIBILITY

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Brand Awareness and Feasibility Study

Titan has a clearly defined policy on social responsibility. Its CSR initiatives include childrens education, employing the disabled, women's empowerment, environment management programmes and other community initiatives. The company is a signatory to the Global Compact and has been awarded the Helen Keller and Mother Teresa awards. Its Watch and Jewellery Divisions are certified under ISO 9001:2000 quality management system standards as well as the ISO 14001 environment system standard.
1.1.2.5 LOCATION

Titan's headquarters are located in Bangalore.

1.1.3 TANISHQ
AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study Tanishq, a division of Titan Industries, is India's largest jewellery brand. It has 74 boutiques in 55 cities across the country, with a premium range of gold jewellery set off by diamonds or colored gems and a wide range in 22-karat pure gold. Platinum jewellery and designer silverware are also a part of the division's product range. Tanishq offers awardwinning designs in 18-karat and 24-karat gold and gemstone jewellery.

The designs address the needs of today's discerning woman and its brands include:

The Paheli Collection is a range of exquisite Rajasthani kundan and meenkari jewellery, embossed with colourful gems in traditional, ethnic and unique designs created exclusively for the film Paheli;

Aria is a line of diamond jewellery inspired by the traditional seven-stone floral motif; Hoopla is a range of diamond hoops that have a global appeal; Lightweights colours is a collection of 22-karat gold embellished with coloured stones and beads. The jewellery is specially designed to look heavy buts feel light; Aamra is a contemporary rendition of the classic paisley motif in diamonds; Aarka, inspired by the energy of the sun, is a collection of fusion jewellery in gold; Collection G is a 9-to-5 everyday-wear gold jewellery collection for the working woman; Solo is a moderately priced solitaire diamond range; Daytimes is a range in diamonds designed specifically with daytime wear in mind; Lightweight diamonds is a collection diamond neckwear in a wearable light and contemporary form; Daisy, inspired by the flower, is a collection of pastel coloured enamel set in 22karat gold; Aqua is a range of platinum jewellery inlaid with diamonds; Ivy is a set of contemporary designs inspired by the beauty of nature; Mystique is a collection of diamond embellished jewellery skillfully set to recreate the elegance of a solitaire;

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Brand Awareness and Feasibility Study

Nuvo, designed to grab one's attention, is a collection of coloured stones set in diamonds; Noor is a blend of traditional style and contemporary design using coloured enamel and elegant kundan; Ebony is a bold collection in gold set off by tribal motifs and antique finish.

1.1.3.1 VISION

To be the most desirable jewellery brand for Indian women.

1.1.3.2 MISSION

We will continuously create wealth for all our stakeholders, by transforming the jewellery business and by being the gold standard in design, shopping experience and ethical practices.
1.1.3.3 VALUES

Each of us will cherish and uphold these values.

INTEGRITY

We shall be true to ourselves and fair to others.

RESPECT

Every individual is an equal partner.

PASSION FOR EXCELLENCE

We shall have boundless enthusiasm to do the best.

CUSTOMER-CENTRIC

Customer shall be foremost in everything we do.

INNOVATION

We shall challenge the obvious and the safe.

2. EXECUTIVE SUMMARY
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Brand Awareness and Feasibility Study 2.1 BRAND AWARENESS The act of creating public awareness of a specific brand in order to maximize its recognition, successful brand awareness strategies should define a company's uniqueness and set it apart from competitors. Quite simply, if potential customers do not know about a company, they will not purchase from it. Therefore, one of the preeminent goals of any business should be to build brand awareness, albeit in as cost-effective manner as possible. Consumers tend to make purchasing decisions based on peer recommendations and direct experience, as well as traditional advertising methods. This is why it is necessary to build brand awareness strategies out by instilling trust among consumers. This trust must be achieved through credibility, rather than just a catchy advertising campaign. Promotional marketing involving a one-to-one component is proving increasingly effective at building trust and acquiring new customers. Online brand awareness strategies are used frequently, albeit with differing levels of success. These online brand awareness strategies can include the use of advertising including banners, sponsorships, and email/newsletter advertising, online PR, affiliate marketing, etc. Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales.

2.2 FEASIBILITY STUDY

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Brand Awareness and Feasibility Study A feasibility study is a preliminary study undertaken to determine and document a project's viability. The results of this study are used to make a decision whether to proceed with the project, or table it. If it indeed leads to a project being approved, it will - before the real work of the proposed project starts - be used to ascertain the likelihood of the project's success. It is an analysis of possible alternative solutions to a problem and a recommendation on the best alternative. It, for example, can decide whether an order processing be carried out by a new system more efficiently than the previous one. A feasibility studys main goal is to assess the economic viability of the proposed business. The feasibility study needs to answer the question: Does the idea make economic sense? The study should provide a thorough analysis of the business opportunity, including a look at all the possible roadblocks that may stand in the way of the cooperatives success. The outcome of the feasibility study will indicate whether or not to proceed with the proposed venture. If the results of the feasibility study are positive, then the cooperative can proceed to develop a business plan. A feasibility study could be used to test a new working system, which could be used because:

The current system may no longer suit its purpose, Technological advancement may have rendered the current system obsolete, The business is expanding, allowing it to cope with extra work load, Customers are complaining about the speed and quality of work the business provides, Competitors are now winning a big enough market share due to an effective integration of a computerized system

This will include analysis of single and multi-dimensional market forces that could affect the commercial, along with the company that is carrying out the feasibility achieving more and more reputation as they have carried out safety checks which allow the system to run appropriately. Feasibility study should examine three main areas: AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

market issues technical and organizational requirements financial overview

2.2.1 Market issues: The primary area that the feasibility study needs to address is potential market opportunities for the cooperative. If an adequate level of demand does not exist for the product and the company does not know how to differentiate its product so that it can compete with established industry players, then the proposed venture should not be pursued. Questions that need to be answered in this area of the feasibility study include:

What type of industry is the company planning to enter? What are What are the possible target markets for the companys product?

its primary features?

What demographic characteristics do they possess? How large are these markets? Where are they located? Is the market expected to grow in the future?

Will the company be competing in a mature industry or a growth Who are the companys competitors in this market? How large are

industry?

these competitors? How established are they? How do they price their goods? How will these competitors react to the entrance of the company?

How will the company differentiate its product from those of its

competitors? What are the competitors strengths and weaknesses, and how would the company compare against them? How does the company plan on gaining market share?

What is the projected market share for the company?

Data that can help to answer these questions may be found in already-published information or through primary research activities such as market surveys conducted on AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study behalf of the company. Relevant information may be found through various sources such as government statistical publications, trade journals, industry reports. The Internet has also opened up new routes to obtaining information. The answers to market-related questions should help the company develop realistic estimates of the projected demand for the companys product for the first several years of operation. Based on this projected demand, the company can determine its anticipated level of business volume, which is needed in order to design the processing facilities. If the projected business volume is not large enough to justify a processing facility, then the project is not feasible.

2.2.2 Technological and organizational requirements: This area concerns the internal set-up of the cooperative. Questions to be answered in this area include:

2.2.2.1 Plant and equipment issues:

What type of equipment and technology will the business need to

produce its product? What are the costs involved? This includes the initial purchase and installation costs of the equipment as well as the operational costs of running the equipment.

Who are the potential suppliers of this equipment? Where are they

located? What sort of service and warranties do they provide? How long will it take to acquire the equipment and begin operations?

Based on its projected business volume, how much raw product will

be required by the company? What are the quality specifications? Will the company have a sufficient membership base that can provide the raw materials?

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Brand Awareness and Feasibility Study

What are the possible locations for the companys facility? What

size of facility is needed? What are the costs of the building? Does the proposed location have adequate access to infrastructures and services such as major highways, railways, and utilities? Will the company build its own facility, or purchase an existing location?

Where will the facility be located relative to the companys

customers? Who will be responsible for the transportation of goods between the facility and the market? What is the transportation costs involved?

2.2.2.2 Managerial and organizational issues:

Is the companys organizational structure the right one for this

business? How important are delivery contracts and a fixed source of supply to the success of the business?

What qualifications are needed to manage these operations? What What type of experience should management have? Are there

are the key staff positions that need to be filled?

potential candidates available to fill such positions? What will be the cost factor involved in finding and retaining acceptable candidates?

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Brand Awareness and Feasibility Study 2.2.3 Financial overview: Based on the estimates that have been gathered from the preceding sections of the study, the company needs to determine its overall financial situation. Sources and uses of financing should be listed. Questions such as the following need to be considered:

What are the total start-up costs required in order to begin

operations? For instance, what are the capital costs of the land, plant and equipment, and other start-up costs such as legal and accounting costs?

What are the operating costs involved? These include the daily

costs involved in running the business, such as wages, rent, utilities, and interest payments on outstanding debt. These will determine the cash flow requirements of the company.

Based on the estimated demand, what are the companys revenue What are the possible sources of financing for the company? Who

projections? How will the company determine its pricing arrangements?

are potential lenders? What will be their required terms and limitations of borrowing?

Based on the estimated revenues and costs, what is the projected

profit (loss) of the company? What is the break-even point? If the results of the feasibility study indicate that the proposed venture is economically viable, then the company can begin to develop a business plan.

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Brand Awareness and Feasibility Study

2.3 PURPOSE
The purpose of the survey was to find out the brand awareness among the people residing at various places in Gujarat state. By this study the company can get to know about the popularity of its brand among the consumers and family members residing at various places in Gujarat. The study would help the organization to know the different levels of awareness of people and the type of marketing required to be under taken to improve its awareness to a higher level. The feasibility study would help the company to know the areas which are suitable for the company to open a new show room. The amount of money to be invested in opening up the new showrooms can also be determined by knowing the jewellery purchasing behaviour of families and individuals at various cities in the state.

2.4 OBJECTIVE
The objective of doing this study is To understand the current awareness level about Tanishq among the people residing in various cities in Gujarat. To analyze and study the feasibility of opening a new show room at various places in Gujarat. To provide recommendations for improving the awareness level among the residents and consumers in various areas.

2.5 SCOPE
The scope of the study was extremely wide as it involved studying the jewellery purchasing behaviour of people residing at various cities in Gujarat. Due to lack of time availability the study could be done of only four areas such as Vastrapur, Vapi, Anand and Gandhidham only.

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Brand Awareness and Feasibility Study

2.6 PROCEDURE

The method used for carrying out the survey was Interviewing and filling of Questionnaires. The survey was carried out from 1st June 2007 to 16th July 2007. The questionnaires were filled by the residents of various cities in Gujarat..

2.7 LIMITATIONS
Limited time for the project. Non responsiveness of respondents.

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Brand Awareness and Feasibility Study

3. BRAND AWARENESS AND FEASIBILITY STUDY 3.1 Report of Feasibility Study and Brand Awareness at Vastrapur

3.1.1 PURPOSE AND SCOPE

The purpose of the survey was to find out the brand awareness among the people residing in Vastrapur, Gurukul. The survey also deals with the feasibility of the area or opening a new show room. The survey was carried out from 1st June 07 to 5th June 07. The survey was carried out on a sample size of around 200 respondents.

3.1.2 PROCEDURE
The method used for carrying out the survey was Interviewing and filling of Questionnaires. Five days we surveyed the area in and around Vastrapur. The questionnaires were filled by around 200 residents of Vastrapur and area around Vastrapur.

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Brand Awareness and Feasibility Study

3.1.3 FINDINGS
3.1.3.1 Demographic Analysis

Age-Gender Analysis

AGE GROUP <25 25 to 40 >40 Grand Total %

MALE 44 43 31 118 54%

FEMALE 27 48 27 102 46%

GRAND TOTAL 71 91 58 220 100%

% 32% 41% 26% 100%

Out of the total respondents 54% were Males and 46% were Females. Of the total respondents 32% were of age group <25, 41% were of age group 25 to 40 and 26% were of age group >40 years. Gender-Occupation

SELF GENDER Male Female Grand Total % SALARIED 7 4 11 5% SALARIED 65 31 96 44% BUSINESS 29 5 34 16% STUDENT 18 12 30 14%

HOUSE MAKER 48 48 22%

GRAND TOTAL 119 100 219 100%

Out of the total respondents 44% were service class, 16% were business people, were students and 22% were house wives.

14%

Income-Family Size
FAMILY INCOME <3 3 to 5 >5 GRAND TOTAL %

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<25k 25k to 50k >50k Grand Total % 20 12 4 36 18% 73 54 19 146 72% 8 8 4 20 10% 101 74 27 202 100% 50% 37% 13% 100%

Of the total respondents 18% had family size <3, 72% had a family size of 3 to 5 and 10% had a family size of >5. Of the total respondents 50% had a family income of <25k, 37% had a family income of 25k to 50k and 13% had a family income of >50k. Family Income-Occupation

FAMILY INCOME <25k 25k to 50k >50k Grand Total %

SELF SALARIED 7 3 10 5% SALARIED 45 33 16 94 47% BUSINESS 15 12 5 32 16% STUDENT 17 6 4 27 13%

HOUSE MAKER 17 19 3 39 19%

GRAND TOTAL 101 73 28 202 100%

Of the total income groups 5% were self salaried, 47% were salaried, 16% were business class, 13% were students and 19% were house wives.

Family Size-Vehicle Owned

FAMILY SIZE <3 3 to 5 >5 TWO WHEELER 26 88 15 SMALL CAR 13 56 5 BIG CAR 2 16 1 GRAND TOTAL 41 160 21

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Brand Awareness and Feasibility Study

Grand Total % 129 58% 74 33% 19 9% 222 100%

Of the total vehicle owners, 58% own two wheelers, 33% own small cars and 9% own big cars.

3.1.3.2 Buying Behavior Analysis Family Income-Most Visited Place

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Brand Awareness and Feasibility Study

CG INCOME <25k 25k to 50k >50k Grand Total % MALLS 19 20 8 47 23% LAKE 7 8 1 16 8% BAZAARS 8 10 7 25 12% ROAD 25 12 5 42 21% SG HIGHWAY 12 4 1 17 8% DRIVE IN, GURUKUL 10 8 2 20 10% OTHERS 24 12 36 18% GRAND TOTAL 105 74 24 203 100%

Of the total respondents 23% visit Malls for purchases, 8% visit Lake, 12% visit Bazaars, 21% visit CG Road, 8% visit SG Highway, 10% visit Drive In-Gurukul Road and 18% visit other market places.

Family Income-Frequency of Buying

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % MONTHLY 1 1 3 5 2% QUARTERLY 2 5 6 13 6% ANNUALLY 21 24 25 70 32% OCCASIONALLY 75 44 14 133 60% TOTAL 99 74 48 221 100%

Of the income groups 2% purchase jewelry monthly, 6% purchase quarterly, 32% purchase annually and 60% purchase occasionally.

Family Income-Average Jewelry Purchase

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Brand Awareness and Feasibility Study

FAMILY INCOME <25k 25k to 50k >50k Grand Total % <25k 65 41 10 116 65% 25k to 50k 15 30 10 55 31% 50k to 1lac 1 2 3 2% >1lac 2 3 5 3% GRAND TOTAL 83 73 23 179 100%

Of the total buyers 65% buy jewelry worth <25k, 31% buy between 25k to 50k, 2% buy jewelry worth 50k to 1lac and 3% buy jewelry worth >1lac.

3.1.3.3 Brand Awareness and Recommendation Gender-Awareness

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Brand Awareness and Feasibility Study

GENDER Male Female Grand Total % AWARE 111 93 204 94% UNAWARE 6 7 13 6% GRAND TOTAL 117 100 217 100%

Age Group-Awareness

AGE GROUP <25 25 to 50 >50 Grand Total %

AWARE 63 84 54 201 94%

UNAWARE 4 6 3 13 6%

GRAND TOTAL 67 90 57 214 100%

Of the total respondents 94% were aware about Tanishq where as 6% were unaware about Tanishq. Family Size-Visit to Tanishq
GRAND FAMILY SIZE <3 3 TO 5 >5 Grand Total % VISITED 21 77 8 106 51% NOT VISITED 17 71 12 100 49% TOTAL 38 148 20 206 100%

Of the various family size 51% have visited Tanishq showrooms where as 49% have not visited Tanishq showrooms.

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Brand Awareness and Feasibility Study Income Group-Visit to Tanishq

FAMILY INCOME <25K 25k to 50k >50k Grand Total %

VISITED 38 43 16 97 51%

NOT VISITED 54 31 9 94 49%

GRAND TOTAL 92 74 25 191 100%

Of the various income groups 51% have visited Tanishq showrooms where as 49% have not visited Tanishq showrooms.

Visit to Tanishq-Purchase from Tanishq

VISIT TO TANISHQ Visited Not Visited Grand Total PURCHASED 45 1 46 NOT PURCHASED 55 100 155 GRAND TOTAL 100 101 201

Of the people who have visited Tanishq show rooms 45% have purchased jewellery from Tanishq show rooms where as 55% have not purchased jewellery.

Recommended Place

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Brand Awareness and Feasibility Study

Recommended Place
SG GENDER Male Female Grand Total % HIGHWAY 55 33 88 47% VASTRAPUR LAKE 22 14 36 19% DRIVE IN 13 15 28 15% GURUKUL 13 13 26 14% OTHERS 17 22 39 21% GRAND TOTAL 92 97 189 100%

SG FAMILY INCOME <25k 25k to 50k >50k Grand Total % HIGHWAY 30 31 13 74 38%

VASTRAPUR LAKE 14 10 7 31 16% DRIVE IN 12 13 1 26 13% GURUKUL 12 10 2 24 12% OTHERS 24 11 3 38 20%

GRAND TOTAL 92 75 26 193 100%

Of the total respondents most of the respondents have recommended SG Highway for opening a new show room.

3.1.4 CONCLUSIONS

From the above findings various conclusions can be made as follows: AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study 1. The brand awareness level among the respondents is very high (94%) as compared to unaware (6%). 2. Out of the 51% who have visited Tanishq showroom 45% have purchased jewellery from Tanishq. 3. Of the most visited places, Malls are the most visited place by the respondents for any kind of purchases.

3.1.5 RECOMMENDATIONS

1. It is recommended that Tanishq must open a showroom in a good up coming mall on SG Highway as most people have recommended SG Highway for opening up a show room. 2. The showroom must be opened at Acropolis Mall on SG Highway which a newly under construction mall.

3.2 Report of Feasibility Study and Brand Awareness at Vapi

3.2.1 PURPOSE AND SCOPE

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Brand Awareness and Feasibility Study

The purpose of the survey was to find out the brand awareness among the people residing in Vapi. The survey also deals with the feasibility of the area for opening a new show room. The survey also includes areas in and around Vapi such as Daman and Silvassa. The survey was carried out from 10th June 07 to 14th June 07. The survey was carried out on a sample size of 400 respondents.

3.2.2 PROCEDURE
The method used for carrying out the survey was Interviewing and filling of Questionnaires. Five days we surveyed the area in and around Vapi. The questionnaires were filled by 400 residents of Vapi, Daman and Silvassa.

3.2.3 FINDINGS
3.2.3.1 Demographic Analysis Age-Gender Analysis

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Brand Awareness and Feasibility Study

AGE <25 25 to 40 >40 Grand Total % MALE 31 225 61 317 91% FEMALE 6 22 4 32 9% GRAND TOTAL 37 247 65 349 100% % 11% 71% 18% 100%

Out of the total respondents 91% were Males and 9% were Females. Of the total respondents 11% were of age group <25, 71% were of age group 25 to 40 and 18% were of age group >40 years.

Gender-Occupation Analysis
GRAND GENDER Male Female Grand Total % SERVICE 150 8 158 45% BUSINESS 109 2 111 32% STUDENT 59 4 63 18% HOUSEMAKER 19 19 5% TOTAL 318 33 351 100% % 91% 9% 100%

Out of the total respondents 45% were service class, 32% were business people, 18% were students and 5% were house makers.

Income-Family Size

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % <3 29 16 24 69 20% 3 TO 5 66 75 43 184 54% >5 26 18 45 89 26% TOTAL 121 109 112 342 100% % 35% 32% 33% 100%

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Brand Awareness and Feasibility Study

Of the total respondents 20% had family size <3, 54% had a family size of 3 to 5 and 26% had a family size of >5. Family Income-Occupation

HOUSE FAMILY INCOME <25k 25k to 50k >50k Grand Total SALARIED 57 47 53 157 BUSINESS 32 49 29 110 STUDENT 26 12 24 62 MAKER 7 2 7 16

GRAND TOTAL 122 110 113 345

Of the total respondents 35% had a family income of <25k, 32% had a family income of 25k to 50k and 33% had a family income of >50k.

Family Size-Vehicle Owned

FAMILY INCOME <25k 25k to 50k >50k Grand Total %

TWO WHEELER 61 44 54 159 54%

SMALL CAR 28 33 31 92 31%

BIG CAR 17 14 14 45 15%

GRAND TOTAL 106 91 99 296 100%

% 36% 31% 33% 100%

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study Of the total vehicle owners, 54% own a two wheeler, 31% own small cars and 15% own big cars.

3.2.3.2 Buying Behavior Analysis Family Income-Most Visited Place

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % GUNJAN MARKET 89 78 60 227 64% CHALA 26 17 19 62 18% OTHERS 14 16 33 63 18% TOTAL 129 111 112 352 100%

Of the total respondents 64% visit Gunjan market, 18% visit Chala and 18% visit other market places. AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

Family Income-Frequency of Buying

GRAND TOTAL FAMILY INCOME <25k 25k to 50k >50k Grand Total % MONTHLY 12 8 15 35 11% QUARTERLY 12 15 24 51 15% ANNUALLY 25 48 36 109 33% OCCASIONALLY 65 36 37 138 41% 114 107 112 333 100%

Of the income groups 11% purchase jewelry monthly, 15% purchase quarterly, 33% purchase annually and 41% purchase occasionally.

Factors Deciding Store Selection Decision

FACTOR

RESPONDENTS

Location Quality Service After Sales Price Variety Brand Name

42 182 53 71 169 101 54

12% 52% 15% 20% 48% 29% 15%

Frequency-Occasions

REQUIREMENT FREQUENCY Monthly Quarterly Annually WEDDING 12 12 ANNIVERSARY 9 15 27 GIFTS 3 12 24 FESTIVALS 12 20 10 BASED 9 41

GRAND TOTAL 36 56 114

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Occasionally Grand Total % 10 34 10% 9 60 17% 21 60 17% 43 85 24% 58 108 31% 141 347 100%

Of the frequent buyers 10% purchase during weddings, 17% purchase during anniversaries, 17% purchase as gifts, 24% purchase during festivals and 31% purchase as per the requirement.

Family Income-Average Jewelry Purchase

Grand FAMILY INCOME <25k 25k to 50k >50k Grand Total % <25k 76 43 29 148 44% 25k to 50k 24 48 36 108 32% 50k to 1lac 14 14 20 48 14% >1lac 1 4 28 33 10% Total 115 109 113 337 100%

Of the total buyers 44% buy jewelry worth <25k, 32% buy between 25k to 50k, 14% buy jewelry worth 50k to 1lac and 10% buy jewelry worth >1lac.

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

3.2.3.3 Brand Awareness and Recommendation Gender-Awareness

GENDER Male Female Grand Total %

AWARE 200 12 212 62%

UNAWARE 112 18 130 38%

GRAND TOTAL 312 30 342 100%

Age Group-Awareness

AGE <25 25 to 40 >40 Grand Total %

AWARE 30 146 35 211 62%

UNAWARE 7 94 28 129 38%

GRAND TOTAL 37 240 63 340 100%

Of the total respondents 62% were aware about Tanishq where as 38% were unaware about Tanishq. AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

Family Size-Visit to Tanishq

FAMILY SIZE <3 3 to 5 >5 Grand Total %

VISITED 13 37 14 64 19%

NOT VISITED 57 143 75 275 81%

GRAND TOTAL 70 180 89 339 100%

Of the various family size 19% have visited Tanishq showrooms where as 81% have not visited Tanishq showrooms. Income Group-Visit to Tanishq
FAMILY INCOME <25k 25k to 50k >50k Grand Total % VISITED 11 28 25 64 19% NOT VISITED 106 81 88 275 81% GRAND TOTAL 117 109 113 339 100%

Of the various income groups 19% have visited Tanishq showrooms where as 81% have not visited Tanishq showrooms.

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

Visit to Tanishq-Purchase from Tanishq

GRAND VISIT TO TANISHQ Visited Not Visited Grand Total PURCHASED 43 2 45 NOT PURCHASED 22 275 297 TOTAL 65 277 342

Of the people who have visited Tanishq show rooms 66% have purchased from the show rooms.

Recommended Place

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % GUNJAN MARKET 92 85 73 250 69% CHALA 35 14 16 65 18% OTHERS 6 17 24 47 13% TOTAL 133 116 113 362 100%

Recommended Place
GRAND GENDER Male Female Grand Total % GUNJAN MARKET 231 23 254 69% CHALA 60 5 65 18% OTHERS 45 2 47 13% TOTAL 336 30 366 100%

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

Of the total respondents 69% have recommended Gunjan Market, 18% have recommended Chala and 13% have recommended other market places.

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

3.2.4 CONCLUSIONS

From the above findings various conclusions can be made as follows: 1. The brand awareness level among the respondents is high (62%) as compared to unaware (38%). 2. Out of the 19% (64) that have visited Tanishq 13% (45) have purchased from Tanishq. 3. Of the most visited places, Gunjan Market is the most visited place by the respondents (64%). 4. Currently, people have tendency to visit outside Vapi for Jewellery purchase. (80% of the respondents have said thay they go outside Vapi to buy Jewellery) 5. Quality & Price are the two most important factors while deciding on a particular jeweller. The Gold rate in the market is near to Tanishq recommended gold rate in Surat, but making charges are lower by Rs. 20-30 per gram in plain gold. There is no strong diamond jeweller in the city or in near by towns (except Mumbai & Surat). The quality of plain gold product is very good. Purity of gold also seems to be at 21-22 karat.

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

3.2.5 RECOMMENDATIONS

1. It is recommended that Tanishq must open a showroom at Vapi as the purchasing power of the people living in and around Vapi, Silvassa and Daman is very high. (More than 66% salaried class respondents have more than Rs. 25k monthly income). 2. The showroom must be opened at Gunjan Market since the most visited place in Vapi is Gunjan Market where people from Silvassa, Daman, Valsad and other near by places come to purchase things. 3. The showroom must be opened after a proper Marketing about Tanishq and the group to which Tanishq belongs. (As the awareness level of Tanishq as a jeweller is high at 68% but awareness level of TATA association is low at 26%)

3.3 Report of Feasibility Study and Brand Awareness at Anand

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

3.3.1 PURPOSE AND SCOPE

The purpose of the survey was to find out the brand awareness among the people residing in and around Anand. The survey also deals with the feasibility of the area for opening a new show room. The survey also includes areas in and around Anand such as Dharmaj, Vallabh Vidyanagar and other areas. The survey was carried out from 30th June 07 to 08th July 07. The survey was carried out on a sample size of around 400 respondents.

3.3.2 PROCEDURE
The method used for carrying out the survey was Interviewing and filling of Questionnaires. Six days we surveyed the area in and around Anand. The questionnaires were filled by 400 residents of Anand, Vallabh Vidyanagar and areas surrounding Anand.

3.3.3 FINDINGS
AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study 3.3.3.1 Demographic Analysis City-Respondents

CITY Anand Dharmaj Mogri Grand Total

TOTAL 377 13 15 405

% 93% 3% 4% 100%

Of the total respondents 93% were from Anand and VV Nagar, 3% were from Dharmaj and 4% were from Mogri.

Age-Gender Analysis

AGE 25 to 40 > 40 Grand Total %

MALE 158 173 331 82%

FEMALE 24 50 74 18%

GRAND TOTAL 182 223 405 100%

% 45% 55% 100%

Out of the total respondents 82% were Males and 18% were Females.

In the responses given 45% were of the age group 25 to 40 whereas 55% were of age group >40

Gender-Occupation Analysis
GENDER Male SERVICE 154 BUSINESS 176 HOUSE MAKER GRAND TOTAL 330

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Brand Awareness and Feasibility Study

Female Grand Total % 2 156 39% 2 178 44% 70 70 17% 74 404 100%

Out of the total respondents 39% were service class, 44% were business people and 17% were house wives.

Family Income-Family Size

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % <3 9 15 24 48 12% 3 to 5 38 105 143 35% >5 64 150 214 53% TOTAL 111 120 174 405 100% % 27% 30% 43% 100%

Of the total respondents 12% had family size <3, 35% had a family size of 3 to 5 and 53% had a family size of >5. Of the total respondents 27% had a family income of <25k, 30% had a family income of 25k to 50k and 43% had a family income of >50k.

Family Income-Occupation

HOUSE FAMILY INCOME <25k 25 k to 50k >50k SERVICE 38 40 77 BUSINESS 46 66 66 MAKER 26 13 31

GRAND TOTAL 110 119 174

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Brand Awareness and Feasibility Study

Grand Total 156 178 70 403

Of the respondents 19% are high salaried families having family income >50k.

Family Size-Vehicle Owned

TWO FAMILY SIZE <3 3 to 5 >5 Grand Total % WHEELER 34 99 127 260 65% SMALL CAR 8 11 38 57 14% BIG CAR 6 31 46 83 21% GRAND TOTAL 48 141 211 400 100%

Of the total vehicle owners, 65% own a two wheeler, 14% own small cars and 21% own big cars.

3.3.3.2 Buying Behavior Analysis Family Income-Most Visited Place

MOTA FAMILY INCOME <25k 25k to 50k >50k Grand Total % GAMDIVAD 39 38 63 140 35% BAZAAR 21 18 31 70 17%

NANA BAZAAR 10 11 20 41 10% TOWNHALL ROAD 41 52 60 153 38%

GRAND TOTAL 111 119 174 404 100%

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study Of the total income groups 35% visit Gamdivad, 17% visit Mota Bazaar, 10% visit Nana Bazaar and 38% visit Town Hall Road.

Family Income-Frequency of Buying

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % MONTHLY 1 4 5 1% QUARTERLY 13 19 22 54 13% ANNUALLY 25 22 31 78 19% OCCASIONALLY 72 79 117 268 66% TOTAL 111 120 174 405 100%

Of the income groups 1% purchase jewelry monthly, 13% purchase quarterly, 19% purchase annually and 66% purchase occasionally.

Factors Deciding Store Selection Decision

FACTOR Location Service Quality After Sales Service Price Variety Brands

RESPONDENTS 114 72 219 135 110 87 73

% 28% 18% 54% 33% 27% 21% 18%

Of the total respondents 54% consider Quality as a factor for deciding on the store where as 33% consider After Sales Service and 27% consider Price as a deciding factor. AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

Frequency-Occasions

REQUIREMENT FREQUENCY Monthly Quarterly Annually Occasionally Grand Total % WEDDING 3 8 22 58 91 23% ANNIVERSARY 3 5 17 25 6% GIFTS 4 17 21 5% FESTIVALS 1 22 21 63 107 27% BASED 1 17 30 109 157 39%

GRAND TOTAL 5 54 78 264 401 100% % 1% 13% 19% 66% 100%

Of the frequent buyers 23% purchase during weddings, 6% purchase during anniversaries, 5% purchase as gifts, 27% purchase during festivals and 39% purchase as per the requirement. Of the buyers 1% purchase monthly, 13% purchase quarterly, 19% purchase annually and 66% purchase occasionally. Family Income-Average Jewelry Purchase
GRAND FAMILY INCOME <25k 25 k to 50k >50k Grand Total % <25k 102 1 2 105 26% 25k to 50k 5 70 86 161 40% 50k to 1lac 3 42 79 124 31% >1lac 1 6 7 14 3% TOTAL 111 119 174 404 100%

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study Of the total buyers 26% buy jewelry worth <25k, 40% buy between 25k to 50k, 31% buy jewelry worth 50k to 1lac and 3% buy jewelry worth >1lac.

GRAND GENDER Male Female Grand Total % AWARE 263 59 322 80% UNAWARE 68 15 83 20% TOTAL 331 74 405 100%

3.3.3.3 Brand Awareness and Recommendation Gender-Awareness

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

Of the total respondents 80% were aware about Tanishq where as 20% were unaware about Tanishq.

City-Awareness

CITY Anand Dharmaj Mogri

AWARE 300 11 11

% 80% 85% 73%

Of the cities 80% of respondents from Anand were aware about Tanishq, 85% of respondents from Dharmaj were aware about Tanishq where as 73% respondents from Mogri were aware about Tanishq

Family Size-Visit to Tanishq

GRAND FAMILY SIZE <3 3 to 5 >5 Grand Total VISITED 5 11 10 26 NOT VISITED 43 132 204 379 TOTAL 48 143 214 405

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

% 6% 94% 100%

Of the various family size 6% have visited Tanishq showrooms where as 94% have not visited Tanishq showrooms.

Income Group-Visit to Tanishq

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % VISITED 9 8 9 26 6% NOT VISITED 102 112 165 379 94% TOTAL 111 120 174 405 100%

Of the various income groups 6% have visited Tanishq showrooms where as 94% have not visited Tanishq showrooms.

Visit to Tanishq-Purchase from Tanishq

NOT VISIT TO TANISHQ Visited Not Visited Grand Total % PURCHASED 18 18 4% PURCHASED 8 379 387 96% GRAND TOTAL 26 379 405 100%

Of the respondents who have visited Tanishq, 69% have purchased from Tanishq where as 31% have not purchased from Tanishq. AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

Recommended Place

FAMILY INCOME <25k 25k to 50k >50k Grand Total % TOWN HALL ROAD 94 104 146 344 80% GAMDIVAD 22 24 36 82 19% OTHERS 1 1 2 1%

GRAND TOTAL 117 129 182 428 100%

GRAND GENDER Male Female Grand Total % TOWN HALL ROAD 286 58 344 80% GAMDIVAD 60 22 82 19% OTHERS 2 2 1% TOTAL 348 80 428 100%

Of the total respondents 80% have recommended Town Hall Road, 19% have recommended Gamdivad where as 1% have recommended other places.

3.3.4 CONCLUSIONS
From the above findings various conclusions can be made as follows: 1. The brand awareness level among the respondents is high (80%) as compared to unaware (20%). 2. Out of the persons who have visited Tanishq showrooms 69% have purchased from Tanishq. 3. Of the most visited places, Town Hall Road is the most visited place by the respondents (38%).

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study 4. Currently, people have tendency to purchase jewelry from Anand itself. 5. Quality, location and price are the most important factors that is considered for selecting a jeweler or a store.

3.3.5 RECOMMENDATION
It is recommended that Tanishq must open a showroom at Town Hall Road, Anand.

3.4 Report of Feasibility Study and Brand Awareness at Gandhidham

3.4.1 PURPOSE AND SCOPE

The purpose of the survey was to find out the brand awareness among the people residing in and around Gandhidham. The survey also deals with the feasibility of the area for opening a new show room. The survey also includes areas in and around Gandhidham. The survey was carried out from 13th July to 16th July. Due to time constraints the survey was carried out on a sample size of around 200 respondents. AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

3.4.2 PROCEDURE
The method used for carrying out the survey was Interviewing and filling of Questionnaires. Four days we surveyed the area in Gandhidham. The questionnaires were filled by 200 residents of Gandhidham.

3.4.3 FINDINGS
3.4.3.1 Demographic Analysis Age-Gender Analysis

AGE <25 25 to 40 >40 Grand Total %

MALE 1 93 78 172 87%

FEMALE 7 9 10 26 13%

GRAND TOTAL 8 102 88 198 100%

% 4% 52% 44% 100%

Out of the total respondents 87% were Males and 13% were Females. In the responses given 4% were of age group <25 years, 52% were of the age group 25 to 40 whereas 44% were of age group >40. AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

Gender-Occupation Analysis
HOUSE GENDER Male Female Grand Total % SALARIED 128 9 137 70% BUSINESS 43 1 44 22% STUDENT 2 2 1% MAKER 13 13 7% GRAND TOTAL 171 25 196 100%

Out of the total respondents 70% were service class, 22% were business people, 1% was student class and 7% were house wives. Of the house wives 53% belonged to Service class and 38% belonged to business class. Income-Family Size

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % <3 1 3 4 2% 3 to 5 37 124 13 174 93% >5 3 5 2 10 5% TOTAL 41 132 15 188 100% % 22% 70% 8% 100%

Of the total respondents 2% had family size <3, 93% had a family size of had a family size of >5.

3 to 5 and 5%

Of the total respondents 22% had a family income of <25k, 70% had a family income of 25k to 50k and 8% had a family income of >50k.

Family Income-Occupation

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Brand Awareness and Feasibility Study

FAMILY INCOME <25k 25k to 50k >50k Grand Total % SALARIED 28 98 5 131 70% BUSINESS 10 24 8 42 22% STUDENT 1 1 2 1% HOUSE MAKER 1 11 1 13 7% GRAND TOTAL 40 133 15 188 100%

Of the respondents 5% are high salaried families having family income >50k.

Family Size-Vehicle Owned

FAMILY SIZE <3 3 to 5 >5 Grand Total %

TWO WHEELER 2 82 8 92 41%

SMALL CAR 1 101 2 104 46%

BIG CAR 1 27 28 13%

GRAND TOTAL 4 210 10 224 100%

Of the total vehicle owners, 41% own a two wheeler, 46% own small cars and 13% own big cars.

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

3.4.3.2 Buying Behavior Analysis Family Income-Most Visited Place

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % MAIN MARKET 38 130 14 182 97% OTHERS 2 2 1 5 3% TOTAL 40 132 15 187 100%

Of the total income groups 97% visit Gandhidham Main Market where as 3% visit other market places.

Family Income-Frequency of Buying

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total QUARTERLY 4 23 8 35 ANNUALLY 8 76 4 88 OCCASIONALLY 29 33 2 64 TOTAL 41 132 14 187

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Brand Awareness and Feasibility Study

% 19% 47% 34% 100%

Of the income groups 19% purchase jewelry quarterly, 47% purchase annually where as 34% purchase jewelry occasionally.

Factors Deciding Store Selection

FACTORS Location Quality Service After sales service Price Variety Brands Grand Total

RESPONDENTS 1 189 10 84 97 6 387

% 0% 49% 3% 0% 22% 25% 2% 100%

Of the total respondents 49% consider Quality as a factor for deciding on the store where as 25% consider Variety and 22% consider Price as a deciding factor.

Frequency-Occasions
REQUIREMENT FREQUENCY Monthly Quarterly Annually Occasionally Grand Total % WEDDING ANNIVERSARY 1 14 2 17 8% GIFTS 3 8 11 5% FESTIVALS 2 11 3 16 8% BASED 32 62 64 158 77% GRAND TOTAL 38 96 71 205 100% % 0% 19% 47% 35% 100%

1 2 3 1%

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study Of the frequent buyers 1% purchase during weddings, 8% purchase during anniversaries, 5% purchase as gifts, 8% purchase during festivals and 77% purchase as per the requirement. Of the buyers there are no monthly buyers, 19% purchase quarterly, 47% purchase annually and 35% purchase occasionally. Family Income-Average Jewelry Purchase

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % <25k 27 11 2 40 22% 25k to 50k 11 93 4 108 58% 50k to 1lac 2 25 7 34 18% >1lac 1 1 2 4 2% TOTAL 41 130 15 186 100%

Of the total buyers 22% buy jewelry worth <25k, 58% buy between 25k to 50k, 18% buy jewelry worth 50k to 1lac and 2% buy jewelry worth >1lac.

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

3.4.3.3 Brand Awareness and Recommendation Gender-Awareness

GRAND GENDER male female Grand Total % AWARE 154 18 172 88% UNAWARE 15 8 23 12% TOTAL 169 26 195 100%

Of the total respondents 88% were aware about Tanishq where as 12% were unaware about Tanishq.

GRAND

Family Size-Visit to Tanishq

FAMILY SIZE <3 3 to 5 >5 Grand Total %

VISITED 1 52 3 56 29%

NOT VISITED 3 125 9 137 71%

TOTAL 4 177 12 193 100%

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study Of the various family size 29% have visited Tanishq showrooms where as 71% have not visited Tanishq showrooms.

Income Group-Visit to Tanishq

GRAND FAMILY INCOME <25k 25k to 50k >50k Grand Total % VISITED 1 44 11 56 30% NOT VISITED 40 86 4 130 70% TOTAL 41 130 15 186 100%

Of the various income groups 30% have visited Tanishq showrooms where as 70% have not visited Tanishq showrooms. Visit to Tanishq-Purchase from Tanishq
GRAND VISIT TO TANISHQ Visited Not visited Grand Total % PURCHASED 31 31 16% NOT PURCHASED 26 138 164 84% TOTAL 57 138 195 100%

Of the respondents who have visited Tanishq, 54% have purchased from Tanishq where as 46% have not purchased from Tanishq.

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

Recommended Place

FAMILY INCOME <25k 25k to 50k >50k Grand Total %

MAIN MARKET 40 132 14 186 98% OTHERS 1 2 3 2%

GRAND TOTAL 41 132 16 189 100%

GRAND GENDER Male Female Grand Total % MAIN MARKET 169 23 192 97% OTHERS 3 2 5 3% TOTAL 172 25 197 100%

Of the total respondents 97 to 98% have recommended to open a showroom at Gandhidham Main Market where as 2 to 3% have recommended other places.

3.4.4 CONCLUSIONS
AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

From the above findings various conclusions can be made as follows: 1. The brand awareness level among the respondents is high (88%) as compared to unaware (12%). 2. Out of the persons who have visited Tanishq showrooms 54% have purchased from Tanishq. 3. Of the most visited places, Gandhidham Main Market is the most visited place by the respondents (97%). 4. Currently, people have tendency to purchase jewelry from Gandhidham itself. 5. Quality, variety and price are the most important factors that are considered for selecting jewelry or a jewelry store.

3.4.5 RECOMMENDATIONS

3.3.5.2 It is recommended that Tanishq must open a showroom at Gandhidham since the spending power of the people is too high in Gandhidham. 3.3.5.3 It is recommended to open a show room at Gandhidham Main Market as most people visit that place for purchasing.

4. CONCLUSIONS AND RECOMMENDATIONS

AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study

1. From above study we can conclude that the awareness level of Vastrapur area was the highest regarding Tanishq. 2. The purchasing capacity and the spending nature of people residing in Gandhidham and Vapi were higher than Vastrapur and Anand. 3. The per customer revenue is more in Gandhidham and Vapi as compared to Vastrapur and Anand 4. Thus we would recommend that Tanishq should open their showrooms at Gandhidham and Vapi since they are more feasible and economical than compared to Vastrapur and Anand.

5. BIBLIOGRAPHY
AESPGIBM, Ahmedabad

Brand Awareness and Feasibility Study 1. www.google.com 2. www.outlookmoney.com 3. www.allbusiness.com 4. www.wikipedia.org 5. www.tanishq.in 6. www.tata.com 7. Marketing Management A South Asian Perspective -By Philip Kotler, Kevin Keller, Abraham Koshy & Mithileshwar Jha

AESPGIBM, Ahmedabad