Effectiveness of Advertisment - Kuttiyanickal

8/19/2019 Effectiveness of Advertisment - Kuttiyanickal

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CONTENT

SL NO PARTICULARS PAGE NO.

1INTRODUCTION 4-7

2INDUSTRY PROFILE 8-11

3COMPANY PROFILE 12-14

4REVIEW OF LITERATURE 15-21

5RESEARCH METHODOLOGY 22-25

6DATA ANALYSIS AND INTERPRETATION 26-58

7

FINDINGS 5-61

8SUGGESTIONS 62-63

CONCLUSION 63-65

1!"I"LIOGRAPHY 66-67

11APPENDI# 68-73

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LIST OF TA"LES

1. T$%&' ()*+, /)' 0*+&'' * '(*'/( $%*/ /)'

*$27

2. T$%&' ()*+, /)' R'(*'/( (, /)' */( *A,(+$$ "'9'$'(

2

3. T$%&' ()*+, /)' R'(*'/( *,,* * /)' M',$ *

A9'/,(''/31

4. R'(*'/:( *,,* * /)' ($/,($/,* * P*/( *

A,(+$$ "'9'$'(33

5. R'(*'/( *,,* * /)' *'( *9,' % /)' *$ 35

6. R'(*'/( *,,* * /)' '*(/$/,* % /)' '$&' 37

7. R'(*'/( *,,* * $/* ,&'' /)' )$('

',(,* * A,(+$$ "'9'$'(3

8. R'(*'/( *,,* * ($/,(,' +,/) /)' $9'/,(''/ *

/)' *$41

. R'(*'/( *,,* * ($&'( **/,*$& $/,9,/,'( (/ %'

,'$(' , *' /* ,'$(' ($&'(43

1!.R'(*'/( *,,* * ,/*/,* * '+ $9'/,(''/

+,&& ,'$(' ($&'(

45

11.R'(*'/( *,,* * ''%' /)' $9'/,(''/ * /)'

*$47

12.R'(*'/( *,,* * ($/,(,' +,/) /)' ,' * /)'

*/( * ('9,'( *''4

13.R'(*'/( *,,* * ''%' /)' (&*$ * /)'

$9'/,(''/51

14.R'(*'/( *,,* * )$, /)' */. 5315.R'(*'/( *,,* * '&'%,/ $$, +,&& )'& /*

,*9' ($&'( * A,(+$$ "'9'$'(55

16.R'(*'/( *,,* * *9'$&& ($&'( **/,* $/,9,/,'( *

/)' *$57

1. C)$/ ()*+, /)' 0*+&'' * '(*'/( $%*/ /)'

*$

28

2


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2. C)$/ ()*+, /)' R'(*'/( (, /)' */( *

A,(+$$ "'9'$'(3!

3. C)$/ ()*+, /)' R'(*'/( *,,* * /)' M',$ *

A9'/,(''/

32

4. R'(*'/:( *,,* * /)' ($/,($/,* * P*/( *

A,(+$$ "'9'$'(34

5. R'(*'/( *,,* * /)' *'( *9,' % /)' *$ 36

6. R'(*'/( *,,* * /)' '*(/$/,* % /)' '$&' 38

7. R'(*'/( *,,* * $/* ,&'' /)' )$('

',(,* * A,(+$$ "'9'$'(4!

8. R'(*'/( *,,* * ($/,(,' +,/) /)' $9'/,(''/ *

/)' *$ 42

. R'(*'/( *,,* * ($&'( **/,*$& $/,9,/,'( (/ %'

,'$(' , *' /* ,'$(' ($&'(44

1!.R'(*'/( *,,* * ,/*/,* * '+ $9'/,(''/

+,&& ,'$(' ($&'(46

11.R'(*'/( *,,* * ''%' /)' $9'/,(''/ * /)'

*$ 48

12.R'(*'/( *,,* * ($/,(,' +,/) /)' ,' * /)'

*/( * ('9,'( *''5!

13.R'(*'/( *,,* * ''%' /)' (&*$ * /)'

$9'/,(''/52

14.R'(*'/( *,,* * )$, /)' */. 54

15.R'(*'/( *,,* * '&'%,/ $$, +,&& )'& /*

,*9' ($&'( * A,(+$$ "'9'$'( 56

16.R'(*'/( *,,* * *9'$&& ($&'( **/,* $/,9,/,'( *

/)' *$58

LIST OF CHARTS

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INTRODUCTION

4


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INTRODUCTION

We are surrounded by advertising—on television, radio, the Internet, as

well as on roadside hoardings and in printed media. Most of it is more

sophistiated than we reali!e—almost every professionally produed

advertisement is a arefully onstruted mi"ture of words, images, and

symbols, hosen with the aid of e"perts in onsumer psyhology.

#nderstanding how advertisements wor$

I*/$' * A9'/,(,

%dvertising in business is a form of mar$eting ommuniation used to

enourage, persuade, or manipulate an audiene &viewers, readers or

listeners' sometimes a speifi group( to ta$e or ontinue to ta$e some

ation. Most ommonly, the desired result is to drive onsumer behavior

with respet to a ommerial offering, although politial and ideologial

advertising is also ommon. )his type of wor$ belongs to a ategory

alled affetive labor.

*ommerial advertisers often see$ to generate

inreased onsumption of their produts or servies through +branding+,

whih involves assoiating a produt name or image with ertain ualities

in the minds of onsumers. -onommerial advertisers who spend

money to advertise items other than a onsumer produt or servie

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inlude politial parties, interest groups, religious organi!ations and

governmental agenies. -onprofit organi!ations may rely on free modes

of persuasion, suh as a publi servie announement &0%(.


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O%;'/,9' * /)' (/<

)o advie appropriate advertising methods and means to

%iswarya everages

)o $now whih advertisement of %iswarya everages

is more effetive.

)o determine effetiveness of advertisement media used by

%iswarya everages

)o $now to what e"tent advertisement helps in inreasing sales


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INDUSTRY PROFILE

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INDUSTRY PROFILE

Water is the most important neessity for life. )he drin$ingwater needs

for individuals vary depending on the limate, physial ativity and the

body ulture. but for average onsumers it is estimated to be about two to

four litres per day. )he growing number of ases of water borne diseases,

inreasing water pollution, inreasing urbani!ation, inreasing sarity of

pure and safe water et. have made the bottled water business 6ust li$e

other onsumer items. arity of potable and wholesome water at

railway stations, tourist7s spots, and role of tourism orp. et. has also

added to the growth. Indians urrently spending about 8339m a

year on bottled water, analysts estimate. )he pa$aged water mar$et

onstitutes 1/ per ent of the overall pa$aged beverage industry, whih

has annual sales of at least 82.bn, :eepa$ ;olly, a spo$esperson for

*oa*ola India said.

%lmost all the ma6or international and national brands water bottles are

available in Indian mar$et right from the malls to railway stations, bus

stations, groery stores and even at panwala


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far behind in terms of uantum, infrastruture, professionalism and

standards implementation. )he per apita onsumption of mineral water

in India is a mere 9./liter ompared to 111 liter in >urope and 4/liter in

#%. %lso %s per #- study onduted in 122 ountries, in onnetion

with water uality, India


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bottled water brands in India and among them nearly 59 per ent are loal

brands. In fat, ma$ing bottled water is today a ottage industry in the

ountry. Deave alone the metros, where a bottledwater manufaturer an

be found even in a oneroom shop, in every medium and small ity and

even some prosperous rural areas there are bottled water

manufaturers. While India ran$s in the top 19 largest bottled water

onsumers in the world, it7s per apita per annum onsumption of bottled

water is estimated to be five liters whih is omparatively lower than the

global average of 24 liters. )oday it is one of India


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COMPANY PROFILE COMPANY PROFILE

%iswarya everages is a private ompany inorporated in 2999 with its

plant at )hiruvalla in 0athanamthitta :istrit of @erala. )he ompany was

promoted by %by Mathew, an -CI from #%>. )he ompany7s registered

offie is loated at @erala.

)he ompany bottles and sells natural mineral water under the brand

name *lassi, soures its water diretly from an underground auifer

loated about 139 meters below the earthmbassies et, and tieups with F%7 ategory retail outlets, modern retail

&malls(, multiple"es, hyper marts, finedine restaurants are also in the

offing. )he brand *lassi, en6oys an aspirational euity amongst

onsumers and has the potential of truly beoming an international and

ioni brand,

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it is this potential that the new management proposes to unlo$ through

brand building and enhaned distribution.

P*/ $' * /)' *$ ,&'<

)he ompany7s prinipal ativity is to manufature pa$aged natural

mineral water with inhouse failities to manufature 0>) bottles and

aps. It mar$ets its produts under the brand name *lassi natural

mineral water is available in four pa$ si!es namely,29 ltr, 2 ltr, 1 ltr.

A+$(=A),'9''/(

•

)he ompany and the produt en6oy the ertifiation of various

authorities li$e B%**0, I and II in India.

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A9'/,(, S/$/','(

% ampaign developed by a business to enourage potential

ustomers to purhase a good or servie. %n advertising strategy is

generally tailored to a target audiene pereived to be most li$ely out of

the population to purhase the produt.

%dvertising strategies inlude elements suh as geographi loation,

pereived demographis of the audiene, prie points, speial offers, and

what advertising media, suh as billboards, websites, or television, will

be used to present the produt. %n advertising strategy is a ampaign

developed to ommuniate ideas about produts and servies to potential

onsumers in the hopes of onvining them to buy those produts and

servies. )his strategy, when built in a rational and intelligent manner,

will reflet other business onsiderations &overall budget, brand

reognition efforts( and ob6etives &publi image enhanement, mar$et

share growth( as well.

A('/( * A9'/,(,

TARGET CONSUMER G )he target onsumer is a omple"

ombination of persons. It inludes the person who ultimately buys the

produt, as well as those who deide what produt will be bought &but

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and the fores ating upon any purhasing deision, it is important to

define three general riteria in relation to that onsumer, as disussed by

the mall usiness %dministrationG

:emographis—%ge, gender, 6ob, inome, ethniity, and hobbies.

ehaviors—When onsidering the onsumers< behavior an advertiser

needs to e"amine the onsumers< awareness of the business and its

ompetition, the type of vendors and servies the onsumer urrently

uses, and the types of appeals that are li$ely to onvine the onsumer to

give the advertiser


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humor, romane, siene, masulinity, or femininity, the onsumer must

be able to believe in the produt:I% )he ommuniation media is the means by

whih the advertising message is transmitted to the onsumer. In addition

to mar$eting ob6etives and budgetary restraints, the harateristis of the

target onsumer need to be onsidered as an advertiser deides what

media to use. )he types of media ategories from whih advertisers an

hoose inlude the followingG

0rint—0rimarily newspapers &both wee$ly and daily( and maga!ines.

%udio—?M and %M radio.

ideo—0romotional videos, infomerials.

World Wide Web.

:iret mail.

Autdoor advertising—illboards, advertisements on publi transportation

&abs, buses(.

%fter deiding on the medium that is 1( finanially in reah, and 2( most

li$ely to reah the target audiene, an advertiser needs to shedule

the broadasting of that advertising. )he media shedule, as defined by

Bills, is +the ombination of speifi times &for e"ample, by day, wee$,

month( when advertisements are inserted into media vehiles and

delivered to target audienes.+

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ADVERTISING MESSAGE


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When to ma$e a budget deision depends on the importane of

advertising and the resoures available to the business. If, for instane, a

business $nows that they only have a ertain amount of money for

advertising then the budget will tend to ditate what advertising is

developed and what the overall mar$eting ob6etives will be. An the other

hand, if a business has the resoures available, the advertising strategy

an be developed to meet predetermined mar$eting ob6etives. ?or small

businesses, it is usually best to put together an advertising budget early in

the advertising proess.

)he following approahes are the most ommon methods of developing

an effetive budget. %ll the methods listed are progressive ones that loo$

to perpetuate growthG

0erentage of future or past sales

*ompetitive approah

Mar$et share

%ll available funds

)he tas$ or ob6etive approah

)he easiest approah—and thus the one that is most often used—is the

perentage of future or past sales method. Most industry e"perts

reommend basing spending on antiipated sales, in order to ensure

growth. ut for a small business, where survival may be a bigger onern

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than growth, basing the advertising budget on past sales is often a more

sensible approah to ta$e.

%dvertisements, whatever their medium or format, have two purposesG

• )o inform us of the availability of a produt or servie, or to give

details of an event

• )o persuade us, usually to buy something, or to support a ause

#ltimate ob6etive of every organi!ation is to generate sales whih will

bring revenues to the ompany, and inrease sales advertisement is one of

the means. )he advertiser7s ob6etives different from the onsumer7s.

#ltimately advertiser want onsumer to

buy and $eep buying their goods and servies. )o move onsumers to

ation, they must gain their attention. )hey must then hold their interest

long enough to onvine them to hange their purhasing behavior, try

their produt, and sti$ with their produt.

"$0 G*

We have ta$en are to standardi!e failities aross all ustomer

touh points. #p gradation of faulties and ontinuous improvement in all

proesses is given importane. )he ompany also ta$es an ative part in

imparting training and apability building in all areas inluding sales,

servie and business management. %ll our dealers are onneted through

the e"tended networ$ of %0, ensuring operational effiieny

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

D$/$ C*&&'/,*

?or the purpose of study use primary data and seondary data

P,$ $/$

)hough the primary data is e"pensive and time onsuming we use

primary data for the purpose of study. 0rimary data olleted diretly by

the researher for the purpose of study

Merits of Primary Data

1. 0rimary data is more reliable

2. 0rimary data is more aurate

3. 0ersonal interation is possible in primary data olletion

Demerits of Primary data

1. 0rimary data is time onsuming

2. 0rimary data is ostly

I use primary data for the purpose of study

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S'*$ $/$

eondary data is the data used by the interviewer whih are already

published

)hings to remember while seleting seondary data

1. 0erson who olleted the data

2. Eeographial area from the data is olleted

3. 0urpose for whih the data is olleted

4. )ime in whih the data is olleted

oure of seondary data

1. Maga!ines

2. ;ournals

3. -ews 0aper

4. arious oo$s

/. Internet

>'(/,*$,'

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Kuestionnaire is list of uestions used for the olletion of data in an

investigation form. hedules are usually prepared with these uestions

printed or written on the left side of the paper and spae left for answers

on the right side. Kuestionnaire is neessary for both ensus and sample

study. )he following are some general rules in drafting the uestionnaire.

1. )he noG of uestions should be in minimum

2. )he uestions should be able to gather all the reuired information

3. )he uestions should be arranged in a logial order

4. )he uestions should be short and simple

/. Kuestions, whih reuires alulation for referenes should be avoided

. )he meaning of tehnial term is used

In this partiular study uestionnaire is used in survey to ollet data .It is

used beause it is useful to $now the response diretly. )he olletion of

data for the study was done through diret interview 199 employees of

the ompany from various departments.

S$&'

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ample is the part of the population selet for the study under

onsideration. Bere only a part of the population is studied and the

onlusions are drawn on the basis for entire population.

S$&, T'),?'

ampling tehniue is the method used to selet the sample reuired for

researh. ampling tehniue is of two typesrandom sampling tehniue

and non sampling tehniue

2


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2


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DATA ANALYSIS AND

INTREPRETATIONDATA ANALYSIS AND

INTREPRETATION

TA"LE NO< 1

T$%&' ()*+, /)' 0*+&'' * '(*'/( $%*/ /)' *$

oure G 0rimary :ata

INTERPRETATION

?rom the above table it is lear that 49L of the respondents got the

information about the ompany through advertisements, while 39L say

they ame to $now it through friends, while 29L say they ame to $now

by dealers and others have the opinion that they ame to $now through

other medium.

25

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E>A?

C>0A-:>-)

1 %dvertisement 49 492 ?riends 39 39

3 :ealers 29 29

4 Athers 19 19

)otal 199 199


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FIGURE NO< 1

T$%&' ()*+, /)' 0*+&'' * '(*'/( $%*/ /)' *$

2=


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Advertisement Friends Dealers Others

0

5

10

15

20

25

30

35

40

45

40

30

20

10

TA"LE NO< 2

T$%&' ()*+, /)' R'(*'/( (, /)' */( * A,(+$$

"'9'$'(

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E>A?

C>0A-:>-)

1 Dess than 1 ear 39 392 1 N 2 years 39 39

3 3 N / years 2/ 2/

4 %bove / years 1/ 1/

199 199oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that 39L of the respondents are using the

produt of %iswarya everages for the last 1 year and another 39L of the

39


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F,' N*< 2

T$%&' ()*+, /)' R'(*'/( (, /)' */( * A,(+$$

"'9'$'(

Less than 1 Year 1 – 2 years 3 – 5 years Above 5 years

0

5

10

15

20

25

30

35

30 30

25

15

32


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TA"LE NO< 3

T$%&' ()*+, /)' R'(*'/( *,,* * /)' M',$ *

A9'/,(''/

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E>A?

C>0A-:>-)

1 isual Media 3/ 3/

2 0rint Media 2/ 2/

3 %udio 1/ 1/

4 Internet 1/ 1/

/ Ather 19 19199 199

oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that 3/L of the respondents are of the

opinion that isual Media is the better, while 2/L of the respondents are

of the opinion that print media is o$ while 1/L of the respondents prefer

audio media, while 1/L prefer internet while others prefer other types of

media of advertisement

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FIGURE NO< 3

T$%&' ()*+, /)' R'(*'/( *,,* * /)' M',$ *

A9'/,(''/

Visual edia !rint edia Audio "nternet Other

0

5

10

15

20

25

30

35

40

35

25

15 15

10

34


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TA"LE NO< 4

R'(*'/:( *,,* * /)' ($/,($/,* * P*/( * A,(+$$

"'9'$'(

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E>A?

C>0A-:>-)

1 Bighly atisfied 49 49

2 atisfied 39 39

3 -eutral 1/ 1/

4 :issatisfied 19 19

/ Bighly :issatisfied 9/ 9/


INTERPRETATION

?rom the above table it is lear that 49L of the respondents are using the

produt of %iswarya everages are highly satisfied with the produts

while 39L are satisfied, 1/L have neutral opinion, while 19L say they

dissatisfied another /L say they highly dissatisfied with the produts of

%iswarya everages.

3/


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FIGURE NO< 4

R'(*'/:( *,,* * /)' ($/,($/,* * P*/( * A,(+$$

"'9'$'(

0

5

10

15

20

25

30

35

4045 40

30

15

10

5

3


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TA"LE NO< 5

R'(*'/( *,,* * /)' *'( *9,' % /)' *$

D -A *CI)>CI% -A A?

C>0A-:>-)

0>C*>-)%E> A?

C>0A-:>-)1 Website 49 49

2 %dvertisement 49 39

3 Message 19 19

4 ales Cepresentative 19 19


INTERPRETATION

?rom the above table it is lear that49L respondents ame to $now the

offers of the ompany through website, while 49L ame to $now through

advertisement, while 19L ame to $now through messages, while 19L

ame to $now through sales representatives.

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FIGURE NO< 5

R'(*'/( *,,* * /)' *'( *9,' % /)' *$

#ebsite Advertisement essa$e %ales &e'resentative

0

5

10

15

20

25

30

35

40

45

40 40

10 10

35


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TA"LE NO< 6

R'(*'/( *,,* * /)' '*(/$/,* % /)' '$&'

D -A *CI)>CI% -A A?

C>0A-:>-)

0>C*>-)%E> A?

C>0A-:>-)1 >"ellent 49 49

2 ery Eood 39 39

3 Eood 29 29

4 %verage 19 19

/ 0oor 9 9

ad 9 9

199 199

oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that 49L respondents have the opinione"ellent, while 39L have the opinion very good, 29L have the opinion

good, 19L have the opinion average.

3=


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FIGURE NO< 6

R'(*'/( *,,* * /)' '*(/$/,* % /)' '$&'

49


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()*ellent Very +ood +ood Avera$e !oor ,ad0

5

10

15

20

25

30

35

40

45

40

30

20

10

0 0

TA"LE

NO< 7

R'(*'/( *,,* * $/* ,&'' /)' )$(' ',(,* *

A,(+$$ "'9'$'(

D -A *CI)>CI% -A A?

C>0A-:>-)

0>C*>-)%E> A?

C>0A-:>-)

1 %dvertisements 39 39

2 Affers 39 39

3 rand Image 29 29

4 *overage 19 19

/ Athers 19 19


INTERPRETATION

?rom the above table it is lear that 39 have the opinion advertisements,

39L have the opinion Affers, 29L say brand image, 19L overage of the

produts while 19L say other fators influene the purhase.

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FIGURE NO< 7

R'(*'/( *,,* * $/* ,&'' /)' )$(' ',(,* *

A,(+$$ "'9'$'(

Advertisements O-ers ,rand "ma$e .overa$e Others

0

5

10

15

20

25

30

3530 30

20

10 10

42


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TA"LE NO< 8

R'(*'/( *,,* * ($/,(,' +,/) /)' $9'/,(''/ * /)'

*$

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E> A?C>0A-:>-)

1 Bighly atisfied /9 /9

2 atisfied 2/ 2/

3 -eutral 9 9

4 :issatisfied 1/ 1/

/ Bighly :issatisfied 19 19

199 199

oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that /9L are satisfied, 2/ L is satisfied

1/L dissatisfied, and the remaining 19L is highly dissatisfied.

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FIGURE NO< 8

R'(*'/( *,,* * ($/,(,' +,/) /)' $9'/,(''/ * /)'

*$

0

10

20

30

40

50

/050

25

0

1510

44


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TA"LE NO<

R'(*'/( *,,* * ($&'( **/,*$& $/,9,/,'( (/ %'

,'$(' , *' /* ,'$(' ($&'(

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E> A?C>0A-:>-)

1 trongly %gree 9 9

2 %gree 29 29

3 -eutral 9 9

4 :isagree 19 19

/ trongly %gree 19 19


INTERPRETATION

?rom the above table it is lear that 9L strongly agree, 29L agree, 19Ldisagree, 19L strongly disagree.

4/


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FIGURE NO<

R'(*'/( *,,* * ($&'( **/,*$& $/,9,/,'( (/ %'

,'$(' , *' /* ,'$(' ($&'(

%tron$ly A$ree A$ree eutral Disa$ree %tron$ly A$ree

0

10

20

30

40

50

/0

0

/0

20

0

10 10

4


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TA"LE NO< 1!

R'(*'/( *,,* * ,/*/,* * '+ $9'/,(''/ +,&&

,'$(' ($&'(

D -A *CI)>CI% -A A?

C>0A-:>-)

0>C*>-)%E> A?

C>0A-:>-)

1 es 59 59

2 -o 19 19

3 ometimes 19 19


INTERPRETATION

?rom the above table it is lear that 59L of the respondents have the

opinion that introdution of new advertisement will inrease sales. 19L

say no and the remaining 19L say sometimes it may inrease sales.

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FIGURE NO< 1!

R'(*'/( *,,* * ,/*/,* * '+ $9'/,(''/ +,&&

,'$(' ($&'(

Yes o %ometimes

0

10

20

30

40

50

/0

0

0

0

0

10 10

45


49/75

TA"LE NO< 11

R'(*'/( *,,* * ''%' /)' $9'/,(''/ * /)'

*$

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E> A?C>0A-:>-)

1 es / /

2 -o 2/ 2/

3 ometimes 9 9

199 199

oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that /L say yes, while 2/L

say no, they an7t remember the advertisement of the ompany.

4=


50/75

FIGURE NO< 11

R'(*'/( *,,* * ''%' /)' $9'/,(''/ * /)'

*$

Yes o %ometimes

0

10

20

30

40

50

/0

0

0 5

25

0

/9


51/75

TA"LE NO< 12

R'(*'/( *,,* * ($/,(,' +,/) /)' ,' * /)' */( *

('9,'( *''

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E> A?C>0A-:>-)

1 Bighly atisfied /9 /9

2 atisfied 2/ 2/

3 -eutral 9 9

4 :issatisfied 1/ 1/


199 199

oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that /9L are highly satisfied, 2/L are

satisfied, 1/L are dissatisfied and 19L are highly dissatisfied.

/1


52/75

FIGURE NO< 12

R'(*'/( *,,* * ($/,(,' +,/) /)' ,' * /)' */( *

('9,'( *''

0

10

20

30

40

50

/050

25

0

1510

/2


53/75

TA"LE NO< 13

R'(*'/( *,,* * ''%' /)' (&*$ * /)' $9'/,(''/

D -A *CI)>CI% -A A?

C>0A-:>-)

0>C*>-)%E> A?

C>0A-:>-)1 es =9 =9

2 -o 19 19

199 199

oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that =9L of the respondents say that they

remember the slogan of the advertisement and the 19L of the opinion say

no.

/3


54/75

FIGURE NO< 13

R'(*'/( *,,* * ''%' /)' (&*$ * /)' $9'/,(''/

Yes o

0

1020

30

40

50

/0

0

0

0

100 0

10

/4


55/75

TA"LE NO< 14

R'(*'/( *,,* * )$, /)' */.

D -A *CI)>CI% -A A?

C>0A-:>-)

0>C*>-)%E> A?

C>0A-:>-)1 es 29 29

2 -o 59 59

199 199

oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that 59L of the respondents say they are

not willing to hange the produt while 29L say they may hange the

produt.

//


56/75


57/75

TA"LE NO< 15

R'(*'/( *,,* * '&'%,/ $$, +,&& )'& /* ,*9' ($&'(

* A,(+$$ "'9'$'(

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E> A?C>0A-:>-)

1 trongly %gree 9 9

2 %gree 29 29

3 -eutral 9 9

4 :isagree 19 19

/ trongly %gree 19 19

199 199

oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that 9L strongly agree, 29L

agree to elebrity ampaign will help to improve sales of %iswarya

everages while 19L disagree and the remaining 19L trongly

disagree.

/


58/75

FIGURE NO< 15

R'(*'/( *,,* * '&'%,/ $$, +,&& )'& /* ,*9' ($&'(

* A,(+$$

%tron$ly A$ree A$ree eutral Disa$ree %tron$ly A$ree

0

10

20

30

40

50

/0

0

/0

20

0

10 10

/5


59/75

TA"LE NO< 16

R'(*'/( *,,* * *9'$&& ($&'( **/,* $/,9,/,'( * /)'

*$

D -A *CI)>CI% -A A?C>0A-:>-)

0>C*>-)%E> A?C>0A-:>-)

1 Bighly atisfied 9 9

2 atisfied 29 29

3 -eutral 9 9

4 :issatisfied 19 19


199 199

oure 0rimary :ata

INTERPRETATION

?rom the above table it is lear that 9L say they are highly

satisfied with the overall sales promotion and 29L say they are

satisfied and the remaining 19L say they are dissatisfied.

/=


60/75

FIGURE NO< 16

R'(*'/( *,,* * *9'$&& ($&'( **/,* $/,9,/,'( * /)'

*$

0

10

20

30

40

50

/0

0

00

20

0

10

0

9


61/75


62/75

F,,(

49L of the respondents got the information about the ompany

through advertisements.

39L of the respondents are using the produt of %iswarya everages

for the last 1 year and another 39L of the respondents are using the

produts for 1 N 2 years.

3/L of the respondents are of the opinion that isual Media is the

better, while 2/L of the respondents are of the opinion that print

media is o$ while 1/L of the respondents prefer audio media, while

1/L prefer internet while others prefer other types of media of

advertisement

49L of the respondents are using the produt of %iswarya everages

are highly satisfied with the produts.

49L respondents ame to $now the offers of the ompany through

website, while 49L ame to $now through advertisement, while 19L

ame to $now through messages, while 19L ame to $now through

sales representatives.

59L of the respondents have the opinion that introdution of new

advertisement will inrease sales. 19L say no and the remaining 19L

say sometimes it may inrease sales.

2


63/75

59L of the respondents say they are not willing to hange the produt

while 29L say they may hange the produt.

9L strongly agree, 29L agree to elebrity ampaign will help to

improve sales of %iswarya everages while 19L disagree and the

remaining 19L trongly disagree.

9L say they are highly satisfied with the overall sales promotion

and 29L say they are satisfied and the remaining 19L say they are

dissatisfied.

3


64/75


65/75


66/75


67/75

CONCLUSION

%s per my topi effetiveness of %dvertisement of %iswarya

everages, I verified their advertising strategies on suh period and I

onlude that all the advertising proedure are o$. An verify their

advertising strategies, I understand that the firm will go first in their

respetive industry for this the firm may try to e"pand their different

types of advertising.


68/75

"I"LIOGRAPHY

5


69/75

"I"LIOGRAPHY

"OO@S

@othari .*.C&29999(,Cesearh Methodology,ishwa 0ra$asham,-ew

:elhi

@otler 0hilip, Mar$eting Management,0ublisher 0earson

>duation,)enth >dition

Malhotra -aresh, Cesearh Methodology,

WE" SITES

httpGHHen.wi$ipedia.orgHwi$iH%dvertising

httpGHHwww.glenro$group.om

httpGHHwww.rubogroup.om

httpGHHrubberboard.org.inHrubberultivation.asp

httpGHHen.wi$ipedia.orgHwi$iHCubberOoard

=

http://en.wikipedia.org/wiki/Advertisinghttp://www.glenrock-group.com/http://www.rubcogroup.com/http://rubberboard.org.in/rubbercultivation.asphttp://en.wikipedia.org/wiki/Rubber_Boardhttp://en.wikipedia.org/wiki/Advertisinghttp://www.glenrock-group.com/http://www.rubcogroup.com/http://rubberboard.org.in/rubbercultivation.asphttp://en.wikipedia.org/wiki/Rubber_Board


70/75

APPENDI#

9


71/75

>UESTIONNAIRE

1. -ame

2. %ge Eroup

elow 29P 29 N 49P 49 N 9P %bove 9P

3. Bow do you ome to $now about the *ompanyJ

%dvertisementsP ?riendsP :ealersP AthersP

4. Bow long are you using produts offered by the *ompanyJ

Dess than 1 yearP 1 N 2 yearP 3 N / earP %bove / earP

/. Whih media of advertisement will be effetiveJ

isual MediaP 0rint MediaP %udio MediaP

InternetP AthersP

. %re you satisfied with you e"isting produts of %iswarya

everages

1


72/75

Bighly satisfiedP atisfiedP -eutral P :issatisfiedP

Bighly :issatisfiedP

. Bow do you ome to $now about new offers provided by the

ompanyJ

WebsiteP %dvertisement P MessagesP

ales CepresentativesP

5. %re you satisfied with the produts offered by the ompanyJ



=. Bow will you rate the demonstration provided by dealerJ

>"ellent P ery good P EoodP %verageP

0oorP adP

19.Whih fator influene the purhase deision of %iswarya

everages

2


73/75

%dvertisement P AffersP rand ImageP

*overageP AthersP

11.%re you satisfied with the advertisement of the ompanyJ



12.:o you agree that the sales promotional ativities must be

inreased in order to inrease salesJ

trongly %greeP %greeP -eutral P :isagreeP

trongly disagreeP

13.:o you thin$ that the introdution of new advertisement will

inrease salesJ

esP -oP ometimesP

14.*an you remember the advertisement of the ompanyJ

esP -oP ometimesP

3


74/75

1/.%re you satisfied with the prie of the produts or servies offeredJ

Bighly satisfiedP atisfiedP -eutralP :issatisfiedP


1.*an you remember the slogan of the advertisementJ

esP -oP

1.%re you willing to hange your produtsJ

esP -oP

15.:o you agree that elebrity ampaign will help to improve sales of

%iswarya everages

trongly %greeP %greeP -eutralP :isagreeP

trongly disagreeP

1=.%re you satisfied with the overall sales promotion ativities of the

ompanyJ

Bighly satisfiedP atisfiedP -eutralP :issatisfiedP

4


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Effectiveness of Advertisment - Kuttiyanickal

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