A S T U D Y O N B R A N D P O S I T I O N I N G O F P E R I YA R

RICE WITH SPECIAL REFERENCE TO

K O T TAYA M D I S T R I C T
A
D I S S E R TAT I O N R E P O RT
IN
PA R T I A L F U L F I L L M E N T O F R E Q U I R E M E N T F O R
THE
DEGREE OF
M A S T E R O F B U S I N E S S A D M I N I S T R AT I O N
S U P E RV I S I O N B Y:
M S . P R A C H I G O YA L
SUBMITTED BY :
HIMANSHU MALHOTRA
ROLL NO:-1411007578
E X A M I N E R ’ S C E R T I F I C AT I O N
T H E P R O J E C T R E P O RT O F “ H I M A N S H U
MALHOTRA” A STUDY ON BRAND
P O S I T I O N I N G O F P E R I YA R R I C E W I T H S P E C I A L
R E F E R E N C E T O K O T TAYA M D I S T R I C T . I S
A P P R O V E D A N D I S A C C E P TA B L E I N Q U A L I T Y
AND FORM

INTERNAL EXAMINER EXTERNAL

EXAMINER
S T U D E N T D E C L A R AT I O N

I H E R E B Y D E C L A R E T H AT T H E P R O J E C T R E P O R T E N T I T L E D “ A
S T U D Y O N B R A N D P O S I T I O N I N G O F P E R I YA R R I C E W I T H
S P E C I A L R E F E R E N C E T O K O T TAYA M D I S T R I C T . S U B M I T T E D I N
PA RT I A L F U L F I L L M E N T O F T H E R E Q U I R E M E N T F O R T H E D E G R E E
O F M A S T E R O F B U S I N E S S A D M I N I S T R AT I O N ( M B A ) T O S I K K I M –
M A N I PA L U N I V E R S I T Y, I N D I A , I S M Y O R I G I N A L W O R K A N D N O T
S U B M I T T E D F O R T H E AWA R D O F A N Y O T H E R D E G R E E , D I P L O M A ,
F E L L O W S H I P, O R A N Y O T H E R S I M I L A R T I T L E O R P R I Z E S .

PLACE: HIMANSHU
MALHOTRA .

D AT E : ENRO. NO. 1411007578

1.1INTRODUCTION OF THE STUDY
BRAND POSITIONING
B R A N D P O S I T I O N I N G R E F E R S T O “ TA R G E T
CONSUMER’S” REASON TO BUY BRAND IN
P R E F E R E N C E S T O O T H E R S . I T I S A V E RY
G R E AT F U L M E T H O D I N T H E M A R K E T I N G A R E N A . I T
I S E N S U R E S T H AT A L L B R A N D A C T I V I T Y H A S A
COMMON AIM; IS GUIDED, DIRECTED AND
DELIVERED BY THE BRAND’S BENEFITS TO BUY;
A N D F O C U S E S AT A L L P O I N T S O F C O N TA C T W I T H
THE CUSTOMER.
I N O R D E R T O C R E AT E A D I S T I N C T I V E P L A C E I N
T H E M A R K E T, A N I C H E M A R K E T H A S T O B E
C A R E F U L LY C H O S E N A N D A D I F F E R E N T I A L
A D VA N TA G E M U S T B E C R E AT E D I N T H E I R M I N D .
BRAND POSITIONING IS A MEDIUM THROUGH
W H I C H A N O R G A N I Z AT I O N C A N P O R T R AY I T S
C U S T O M E R S W H AT I T WA N T S T O A C H I E V E F O R
T H E M A N D W H AT I T WA N T S T O M E A N T O T H E M .
 BRAND POSITIONING IS THE KEY OF MARKETING
S T R AT E G Y. A S T R O N G B R A N D P O S I T I O N I N G
D I R E C T S M A R K E T I N G S T R AT E G Y B Y E X P L A I N I N G
T H E B R A N D D E TA I L S , T H E U N I Q U E N E S S O F
BRAND AND IT’S SIMILARITY WITH THE
COMPETITIVE BRANDS, AS WELL AS THE
R E A S O N S F O R B U Y I N G A N D U S I N G T H AT S P E C I F I C
BRAND. POSITIONING IS THE BASE FOR
DEVELOPING AND INCREASING THE REQUIRED
KNOWLEDGE AND PERCEPTIONS OF THE
C U S T O M E R S . I T I S T H E S I N G L E F E AT U R E T H AT
S E T S Y O U R S E RV I C E A PA R T F R O M Y O U R
COMPETITORS.
POSITIONING IS A CONCEPT IN MARKETING
W H I C H WA S F I R S T I N T R O D U C E D B Y J A C K T R O U T
AND THEN POPULARIZED BY AL RIES AND JACK
TROUT IN THEIR BESTSELLER BOOK
" P O S I T I O N I N G - T H E B AT T L E F O R Y O U R M I N D . "
T H I S D I F F E R S S L I G H T LY F R O M T H E
F I V E FA C T O R S O F B R A N D P O S I T I O N I N G
1 . B R A N D AT T R I B U T E S
W H AT T H E B R A N D D E L I V E R S T H R O U G H
F E AT U R E S A N D B E N E F I T S T O C O N S U M E R S .
2 . C O N S U M E R E X P E C TAT I O N S
W H AT C O N S U M E R S E X P E C T T O R E C E I V E F R O M
THE BRAND.
3. C O M P E T I T O R AT T R I B U T E S
W H AT T H E O T H E R B R A N D S I N T H E M A R K E T
O F F E R T H R O U G H F E AT U R E S A N D B E N E F I T S T O
CONSUMERS.
4. PRICE
A N E A S I LY Q U A N T I F I A B L E F A C T O R – Y O U R
PRICES VS. YOUR COMPETITORS’ PRICES.
5. CONSUMER PERCEPTIONS
T H E P E R C E I V E D Q U A L I T Y A N D VA L U E O F Y O U R
BRAND IN CONSUMER’S MINDS (I.E., DOES YOUR
1.2 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE
TO STUDY THE BRAND POSITIONING OF
P E R I YA R R I C E I N K O T T YA M D I S T R I C T
SECONDARY OBJECTIVES
T O I D E N T I F Y T H E E X P E C TAT I O N A N D
P E R C E P T I O N O F C O N S U M E R S T O WA R D S T H E
B R A N D P E R I YA R R I C E .
T O S T U D Y T H E C O N S U M E R S AT I S F A C T I O N
L E V E L T O WA R D S P E R I YA R R I C E B R A N D
T O K N O W T H E C O S U M E R S O P I N I O N T O WA R D S
T H E P E R I YA R R I C E B R A N D
2 . 1 R E V I E W O F L I T T E R AT U R E
CHRISTOPH FUCHS AND ADAMANTIOS
DIAMANTOPOULOS (1999)1
BRAND POSITIONING, WHICH REFERS TO THE
A C T O F D E S I G N I N G T H E C O M PA N Y ’ S O F F E R I N G
A N D I M A G E T O O C C U P Y A F AV O R A B L E A N D
DISTINCTIVE PLACE IN THE MIND OF THE
TA R G E T M A R K E T , I S A C E N T R A L S U C C E S S
FA C T O R F O R T H E O V E R A L L P E R F O R M A N C E O F A
BRAND IN THE MARKETPLACE. DESPITE THE
I M P O R TA N C E O F T H E P O S I T I O N I N G C O N S T R U C T ,
E X I S T I N G M E T H O D S A I M E D AT M E A S U R I N G T H E
S O U N D N E S S O F B R A N D P O S I T I O N I N G S T R AT E G I E S
A R E A S S O C I AT E D W I T H S E V E R A L L I M I TAT I O N S .
I N A N AT T E M P T T O O V E R C O M E T H E S E
L I M I TAT I O N S , T H E A U T H O R S D E V E L O P A N D
VA L I D AT E A G E N E R A L I Z A B L E , C O N S U M E R -
D E R I V E D S C A L E T H AT A S S E S S E S T H E
EFFECTIVENESS OF BRAND POSITIONING. BASED
D I F F E R E N T I AT I O N C A P T U R E S T W O S U B -
D I M E N S I O N S N A M E LY D I S T I N C T I V E N E S S ( I . E . , I S
THE BRAND PERCEIVED AS SIMILAR OR DISTINCT
I N C O M PA R I S O N T O C O M P E T I T O R B R A N D S ? ) A N D
U N I Q U E N E S S ( I . E . , I S T H E B R A N D T H E O N LY O N E
OF ITS KIND?). CREDIBILITY CONSTITUTES THE
THIRD POSITIONING EFFECTIVENESS DIMENSION
A N D I N D I C AT E S T H E E X T E N T T O W H I C H T H E
A S S O C I AT I O N S C O N S U M E R S H O L D W I T H A B R A N D
A R E A L S O B E L I E VA B L E . B Y C O N D U C T I N G N I N E
C O M P L E M E N TA RY S T U D I E S , T H E A U T H O R S
PROVIDE STRONG EVIDENCE OF THE SCALE’S
D I M E N S I O N A L I T Y, R E L I A B I L I T Y, A N D
( D I S C R I M I N A N T, C O N V E R G E N T, N O M O L O G I C A L ,
P R E D I C T I V E ) VA L I D I T Y. O V E R A L L , T H E
PROPOSED MEASURE IS EASY TO ADMINISTER,
E N A B L E S T H E C O M PA R I S O N O F A L L T Y P E S O F
P O S I T I O N I N G S T R AT E G I E S A N D A L L O W S
MARKETERS TO DETECT WEAKNESSES AND
S T R E N G T H S W I T H T H E I R C U R R E N T S T R AT E G I E S .
A R E A S F O R F U T U R E R E S E A R C H I N V O LV I N G T H E
M E A S U R E ’ S A P P L I C AT I O N A R E A L S O I D E N T I F I E D
A N D D I S C U S S E D A S A R E L I M I T AT I O N S O F T H E
MEASURE.
3.1 INDUSTRY PROFILE
THERE ARE MANY UNPROVEN MYTHOLOGICAL
TA L E S R E L AT E D T O O R I G I N O F R I C E , T H O U G H
HISTORIANS HOLD LITTLE OR NO STOCK IN
A N Y. R I C E C U LT I VAT I O N I S C O N S I D E R E D T O
H AV E B E G U N S I M U LTA N E O U S LY I N M A N Y
COUNTRIES OVER 6500 YEARS AGO. RICE HAS
B E E N C U LT I VAT E D I N C H I N A S I N C E A N C I E N T
TIMES. CHINESE RECORDS OF RICE
C U LT I VAT I O N G O B A C K 4 0 0 0 Y E A R S . M O S T
BELIEVE THE ROOTS OF RICE COME FROM
3 0 0 0 B C I N D I A , W H E R E N AT I V E S D I S C O V E R E D
THE PLANT GROWING IN THE WILD AND
B E G A N T O E X P E R I M E N T W I T H I T.
C U LT I VAT I O N A N D C O O K I N G M E T H O D S A R E
T H O U G H T T O H AV E S P R E A D T O T H E W E S T
R A P I D LY A N D B Y M E D I E VA L T I M E S ,
S O U T H E R N E U R O P E S AW T H E I N T R O D U C T I O N
O F R I C E A S A H E A RT Y G R A I N . I N S E V E R A L
WORLD SCENARIO
RICE IS THE SECOND LARGEST PRODUCED CEREAL IN THE WORLD.
AT T H E B E G I N N I N G O F T H E 1 9 9 0 S , A N N U A L P R O D U C T I O N WA S
AROUND 350 MILLION TONS AND BY THE END OF THE CENTURY IT
HAD REACHED 410 MILLION TONS.
P R O D U C T I O N I S G E O G R A P H I C A L LY C O N C E N T R AT E D I N W E S T E R N
AND EASTERN ASIA. ASIA IS THE BIGGEST RICE PRODUCER,
ACCOUNTING FOR 90% OF THE WORLD'S PRODUCTION AND
CONSUMPTION OF RICE. CHINA AND INDIA, WHICH ACCOUNT FOR
M O R E T H A N O N E - T H I R D O F G L O B A L P O P U L AT I O N S U P P LY O V E R
H A L F O F T H E W O R L D ' S R I C E . B R A Z I L I S T H E M O S T I M P O RTA N T
N O N - A S I A N P R O D U C E R , F O L L O W E D B Y T H E U N I T E D S TAT E S . I TA LY
RANKS FIRST IN EUROPE.
THE WORLD'S MAJOR RICE-PRODUCING COUNTRIES - INCLUDING
T H E T W O M O S T P O P U L O U S N AT I O N S , C H I N A A N D I N D I A - H AV E
E M P H A S I Z E D T H E I M P O RTA N C E O F C O N T I N U I N G TO D E V E L O P N E W
R I C E VA R I E T I E S T O G U A R A N T E E A S I A ' S F O O D S E C U R I T Y A N D
S U P P O RT T H E R E G I O N ' S E C O N O M I C D E V E L O P M E N T.
T O D AY, R I C E I S G R O W N A N D H A RV E S T E D O N E V E R Y C O N T I N E N T
E X C E P T A N TA R C T I C A , W H E R E C O N D I T I O N S M A K E I T S G R O W T H
IMPOSSIBLE. THE MAJORITY OF ALL RICE PRODUCED COMES FROM
I N D I A , C H I N A , J A PA N , I N D O N E S I A , T H A I L A N D , B U R M A , A N D
B A N G L A D E S H . A S I A N FA R M E R S S T I L L A C C O U N T F O R 9 2 - P E R C E N T
O F T H E W O R L D ' S TO TA L R I C E P R O D U C T I O N . M O R E T H A N 5 5 0
M I L L I O N T O N S O F R I C E I S P R O D U C E D A N N U A L LY A R O U N D T H E
G L O B E . I N T H E U N I T E D S TAT E S , F A R M E R S H AV E B E E N
S U C C E S S F U L LY H A RV E S T I N G R I C E F O R M O R E T H A N 3 0 0 Y E A R S .
T H E R E A R E T H O U S A N D S O F S T R A I N S O F R I C E T O D AY, I N C L U D I N G
T H O S E G R O W N I N T H E W I L D A N D T H O S E W H I C H A R E C U LT I VAT E D
A S A C R O P.
T H E S PA N I S H B R O U G H T R I C E T O S O U T H A M E R I C A
AT T H E B E G I N N I N G O F T H E 1 8 T H C E N T U R Y.
R I C E C U LT I VAT I O N H A S B E E N C A R R I E D I N T O A L L
R E G I O N S H AV I N G T H E N E C E S S A R Y WA R M T H A N D
A B U N D A N T M O I S T U R E F AV O R A B L E T O I T S
G R O W T H , M A I N LY S U B T R O P I C A L R AT H E R T H A N
HOT OR COLD.

INDIAN SCENARIO
I N D I A I S A N I M P O R TA N T C E N T E R O F R I C E
C U LT I VAT I O N . T H E R I C E H A RV E S T I N G A R E A I N
I N D I A I S T H E W O R L D ' S L A R G E S T.
T H E T W O M A J O R R I C E VA R I E T I E S G R O W N
W O R L D W I D E T O D AY A R E O R Y Z A S AT I VA I N D I C A
A N D O R Y Z A S AT I VA J A P O N I C A . A C C O R D I N G T O
RESEARCH STUDIES, THEY OWE THEIR ORIGINS
TO TWO INDEPENDENT EVENTS OF
D O M E S T I C AT I O N T H O U S A N D S O F Y E A R S A G O .
T H E E A R L I E S T R E M A I N S O F C U L T I VAT E D R I C E I N T H E
S U B - C O N T I N E N T H AV E B E E N F O U N D I N T H E N O R T H A N D
W E S T A N D D AT E F R O M A R O U N D 2 0 0 0 B C . P E R E N N I A L
W I L D R I C E S S T I L L G R O W I N A S S A M A N D N E PA L . I T
S E E M S T O H AV E A P P E A R E D A R O U N D 1 4 0 0 B C I N
S O U T H E R N I N D I A A F T E R I T S D O M E S T I C AT I O N I N T H E
N O RT H E R N P L A IN S . IT T H E N S P R E A D TO A L L T H E
F E R T I L E A L L U V I A L P L A I N S WAT E R E D B Y R I V E R S .
C U L T I VAT I O N A N D C O O K I N G M E T H O D S A R E T H O U G H T
T O H AV E S P R E A D T O T H E W E S T R A P I D LY A N D B Y
M E D I E VA L T I M E S , S O U T H E R N E U R O P E S A W T H E
IN T R O D U C T IO N O F R IC E A S A H E A RT Y G R A IN . S O ME
S AY S T H AT T H E W O R D R I C E I S D E R I V E D F R O M T H E
TA M I L W O R D A R I S .
R I C E I S F I R S T M E N T I O N E D I N T H E YA J U R V E D A ( C .
1 5 0 0 - 8 0 0 B C ) A N D T H E N I S F R E Q U E N T LY R E F E R R E D T O
I N S A N S K R I T T E X T S . I N I N D I A T H E R E I S A S AY I N G
T H AT G R A I N S O F R I C E S H O U L D B E L I K E T W O
BROTHERS, CLOSE BUT NOT STUCK TOGETHER. RICE IS
O F T E N D I R E C T LY A S S O C I AT E D W I T H P R O S P E R I T Y A N D
F E R T I L I T Y, H E N C E T H E R E I S T H E C U S T O M O F
T H R O W I N G R I C E AT N E W LY W E D S . I N I N D I A , R I C E I S
A L WAY S T H E F I R S T F O O D O F F E R E D T O T H E B A B I E S
W H E N T H E Y S TA R T E AT I N G S O L I D S O R T O H U S B A N D B Y
H I S N E W B R I D E , T O E N S U R E T H E Y W I L L H AV E
CHILDREN.
ORGANIZATIONAL STRUCTURE

Managing partner

General Manager

Purchase manager Production manager Quality control in charge Accounts Sales Manager

Production supervisor Maintanace supervisor Sales Manager

StoreKeeper Storekeeper

Workers Workers Workers Sales executive

M A R K E T I N G D E PA RT M E N T
B R A N D N A M E “ P E R I YA R R I C E ” . T H E P R O D U C T
BECOMES POPULAR AMOUNG THE CUSTOMERS IN A
S H O RT S PA N O F T I M E . T H E C O M PA N Y H A S A W I D E
D I S T R I B U T I O N N E T W O R K A N D R E TA I L O U T L E T
S P R E D A L L O V E R T H E S T AT E O F K E R A L A T O M E E T
THE CONSUMER REQUIREMENTS WITH QUALITY
R I C E . T H I S B R A N D I S N O T O N LY P O P U L A R I N I N D I A
BUT ALSO POPULAR IN MANY FOREIGN
C O N T R I E S , E X P O R T S T O U S E A N D S U L T A N AT E O F
OMAN ARE ALSO DONE UNDER THE SAME BRAND
N A M E “ P E R I YA R ” A N D I S W E L L A C C E P T E D T H R O U G H
O U T T H E G U L F R E G I O N , E S P E C I A L LY A M O N G T H E
M A L A Y A L I P O P U L AT I O N - E F F I C I E N T F U N C T I O N I N G
OF THE MARKETING NETWORK IS THE SECRET OF
I N C R E A S E D C U S T O M E R S AT I S F A C T I O N ” C H I R A C K A L
AGRO MILLS IS PROMOTING ITS BRAND THROUGH
A D V E RT I S E M E N T M E D I A A N D T H E I R C A P T I O N I S
“ O N LY T H E T E C H N O L A G Y I S C H A N G E D
. . . . . . . . . . . . . . . . . . . . N O T T H E TA S T E . . . . . . . . . . . . . . . . . ”
A L L P E R I YA R B R A N D R I C E I S S O R T E X C L E A N E D
A N D I S AVA I L A B L E I N 5 K G , 1 0 K G , 2 5 K G A N D 7 5 K G
PA C K S A L L O V E R I N D I A
PROMOTIONAL ACTIVITIES
CHIRACKAL AGRO MILLS IS PROMOTING ITS
B R A N D T H R O U G H A D V E RT I S E M E N T A N D O T H E R
SALES PROMOTIONAL TECHNIQUES.THE BRAND
I S N O T O N LY A D V E R T I S E D T H R O U G H T H E T V
M E D I A B U T I T I S A D V E RT I S E D T H R O U G H N E W S
PA P E R S , M A G A Z I N E S E T C . T H R O U G H O U T K E R A L A
S T AT E W E C A N S E E M A N Y B A N E R S A N D P O S T E R S
O F P E R I YA R R I C E
P R O M O T I O N A L T E C H N I Q U E S O F P E R I YA R R I C E
A D V E RT I S E M E N T T H R O U G H T H E M E D I A L I K E
T V, N E W S P A P E R A N D M A G A Z I N E S E T C
B Y P R O V I D I N G S P O N S O R S H I P S O F S P O RT S
E V E N T S I N T H E N E A R LY A R E A S
BY PROVIDING BANERS,STICKERS,POSTERSAND
BROCHURE
P R O V I D I N G VA R I O U S O F F E R S T O W H O L E S A L E R S
A N D R E TA I L E R S
P R O V I D I N G S P E C I A L O F F E R S D I R E C T LY T O
CUSTOMERS
CUSTOMER FOCUS
CUSTOMERS IS THE KING IN THE MODERN
M A R K E T A N D E V E RY T H I N G I N T H E M A R K E T
D E PA N D S T H E C U S T O M E R S B E H AV I O U R . I N
O R D E R T O S U RV I V E I N T H E M A R K E T E V E R Y
C O M PA N Y H A S T O F O C U S T H E I R M A I N
AT T E N T I O N O N T H E I R C U S T O M E R S B E C A U S E
IF THE CUSTOMERS ACCEPT THE PRODUCT
T H E N O N LY T H E C O M PA N Y A S W E L L A S T H E
B R A N D C A N S U RV I V E I N T H E M A R K E T . T H E
C H I R A C K A L A G R O M I L L S I S H I G H LY
FOCUSING OR,THE CUSTOMERS BECAUSE
T H E Y B E L I E V E O N T H E S AY I N G T H AT
“ I F W E K E E P O U R C U S T O M E R S H A P P Y, T H E Y
WILL IN TURN KEEPS US HAPPY”
POSITIONING BY COMPETITOR

C O M P E T I T O R S M AY B E A S I M P O R TA N T T O
P O S I T I O N I N G S T R AT E G Y A S A F I R M ’ S O W N
P R O D U C T O R S E RV I C E S . I N T O D AY ’ S M A R K E T ,
A N E F F E C T I V E P O S I T I O N I N G S T R AT E G Y F O R A
P R O D U C T O R B R A N D M AY F O C U S O N
SPECIFIC COMPETITORS. THIS APPROACH IS
SIMILAR TO POSITIONING BY PRODUCT
C L A S S , A LT H O U G H I N T H I S C A S E T H E
COMPETITION IS WITHIN THE SAME PRODUCT
C AT E G O R Y.

O N I D A WA S P O S I T I O N E D A G A I N S T T H E
G I A N T S I N T H E T E L E V I S I O N I N D U S T RY
T H R O U G H T H I S S T R AT E G Y, O N I D A C O L O U R T V
WA S L A U N C H E D W I T H T H E M E S S A G E T H AT
A L L O T H E R S W E R E C L O N E S A N D O N LY O N I D A
WA S T H E L E A D E R . “ N E I G H B O U R ’ S E N V Y,
OWNERS PRIDE”.
5.3 CONCLUSION
P E R I YA R R I C E , K A L A D Y I S T H E O N E O F
T H E L E A D I N G M A N U FA C T U R E O F R I C E . I T I S
H AV I N G G O O D R E P U T AT I O N I N I T S A L L T H E
A R E A S O F O P E R AT I O N . I N T H I S S T U D Y T H E
R E S E R C H E R H A S C O N D U C T E D A N A N A LY S I S O F
B R A N D P O S I T I O N O F P E R I YA R R I C E . F R O M
A N A LY S I S A N D I N T E R P R E T AT I O N , I T C A N B E
U N D E R S T O O D T H AT T H E C O M P A N Y H A S S T R O N G
C O M P E T I O N F R O M P AV I Z H A M , R A N I E T C ; . T H E Y
S H O U L D T RY T O L A U N C H N E W A D V E RT I S E M E N T
C O M PA I G N S T O R E TA I N T H E E X I S T I N G
C O N S U M E R S A N D AT T R A C T N E W C O N S U M E R S .
S O I T C A N B E C O N C L U D E D T H AT T H E
C O M PA N Y S H O U L D N O T G O B A C K F R O M T H E
PRESENT PROGRAMES AND IT SHOULD
IMPLEMENT MORE AND MORE SCHEMS AND
C O M PA I G N S , W H I C H E N S U R E S O N - G O I N G
IMPROVEMENT IN THE BRAND POSITION OF THE
PRODUCTS.