Summer Training Report

1 | P a g e Brand Awareness of Kanwal foods & Spices

Summer Training Report

ON

“BRAND AWARENESS OF KANWAL FOOD AND SPICES (I) PVT LTD ANANTNAG KASHMIR

For The Partial fulfilment of the degree Of Master of Business Administration

Punjab Technical University

Session: 2010-2012

Under the guidance of: Submitted by:

Name of the teacher guide Name of the Researcher Syed Irfan InayatMs. Deepti Goel

Class/SemesterDesignation: Lecturer MBA-3rd Semester

Department: Uni.Roll No.

Business Management

SAS-INSTITUTE OF INFORMATION TECHNOLOGY AND RESEARCH

MOHALI


CERTIFICATE

This is to certify that Mr. Syed Irfan Inayat has done the SUMMER TRAINING PROJECT

entitled “BRAND AWARENESS OF KANWAL FOOD AND SPICES” The degree of

Masters of Business Administration. The work done by him has not submitted elsewhere and

is a part for fulfilment of MBA degree.

Name of the teacher guide

Ms. Deepti Goel

Designation: Lecturer

Department: Business Management

COUNTERSIGNED

HEAD OF THE DEPARTMENT

DEIGNATION:-Lecturer

DEPARTMENT: Business Management

SASIIT&R, Mohali


Acknowledgement

First of all, I am very thankful to Almighty Allah, who has empowered me with His

guidance throughout my life to achieve my missions in life. I am thankful to General

Manager Mr.Arshad Malik, His continuous advice and guidance to my study especially

Towards “ BRAND AWARENESS OF KANWAL FOODS AND SPICES” enabled me

to complete my research.

I would like to offer my gratitude to Mr. Asif Iqbal for giving me valued guidelines that

enabled me to work efficiently. Without his kind supervision, I would never have had the

chance to complete my research work on time.

I am thankful to my friends and relatives who have supported me in all respects for my

study.

I would like to dedicate my research to my beloved father, mother as well as my most

beloved Sister whose precious lifelong efforts are momentum to bring me to this

conceiting stage.


DECLERATION

I declare that this dissertation is all my own work and all the sources of information and

matter .I have used for this dissertation have been fully identified, fully referenced

and properly acknowledged according to guideline provided in the Course Handbook.


CHAPTER TOPIC PAGE NO No

01 INTRODUCTION

ABOUT THE INDUSTRY 07-11

ABOUT THE ORGANIZATION 11-18

ABOUT THE TOPIC 18-

SCOPE,NEED AND SIGNIFICANCE OF STUDY 27

LIMITATION OF THE SYUDY 27-28

02 REVIEW OF LITERATURE 28-29

OBJECTIVES OF THE STUDY 36

03 RESEARCH METHODOLOGY 29-36

04 ANALYSIS AND INTERPRETATION 37-47

05 SUMMARY OF FINDINGS, SUGGESTION 48-51 AND CONCLUSION 06 BIBLIOGRAPHY 52 07 Appendix 53-54


S.No Title Page

No

01

Distribution of the respondents on the base of purchase spices from the

Market 37

02

Distribution of the respondents on the base of preferences of different brands of spices

38

03

Distribution of the respondents on the base of awareness of kanwal brand spices

29

04

Distribution of the respondents on the base of usage of kanwal brand spices at home

40

05

Distribution of the respondents on the base of category of kanwal brand spices in terms of quality.

41

06

Distribution of the respondents on the base of category of kanwal brand spices in terms of value of money

42

07

Distribution of the respondents on the base of factors which influence the consumer preference

43

08

Distribution of the respondents on the base of usage of different kanwal products

43

09

Distribution of the respondents on the base of shortage of kanwal products In the market (second preference)

44

10

Distribution of the respondents on the base of Kanwal Group need to improve in terms of quality and pricing?

45


11

Distribution of the respondents on the base of need for Kanwal Group to diversify its range of existing products?

46

12Distribution of the respondents on the base of which products should Kanwal include or introduce into its existing range. 47

Executive Summary

The current management is dealing with the determination, maintenance, control and

monitoring the level of individual performance towards the attainment of future goals.

NEED FOR THE STUDY

To study for the market of kanwal brand in FMCG sector on small scale .To compare various

Parameters of marketing strategies, manufacturing process, technology adopted, production

Policy, Advertising, export scenario and future prospectus.

To study the level of brand awareness about kanwal foods and spices.

To study consumer preferences.

To study consumer brand loyalty.

ABOUT THE SPICE INDUSTRY INTRODUCTION

Spices – Spices are seasonings for food that come from the bark, buds, fruit or flower parts,

roots, Seeds or stems of various aromatic plants and trees.

Spices are often referred to as the non-leafy parts of plants which are used for seasoning

and flavoring food, whilst herbs are generally considered to be the leafy parts. The Cambridge

dictionary defines spice as “ a substance made from a plant that is used to give a special flavour

to food”. Other dictionaries say spices are “various pungent, aromatic plant substances, such as

cinnamon or Nutmeg, used to flavour foods or beverages”or“something that adds zest or flavour

8 | P a g e Brand Awareness of Kanwal foods & Spices“ Spices are used as medicines, perfumes, preservative and even in sacred rituals. They are

normally dried and stem from various parts of the plant the seeds fruit, roots, bark, stems,

rhizomes or the flowers, like saffron.

According to the American Spice Trade Association (ASTA), spices are 'any dried plant

Product used primarily for seasoning purposes.' This definition covers a wide range of plant and

plant parts: Tropical aromatics, leafy herbs, spice seeds, roots, dehydrated vegetables, and spice

blends. At one time only tropical aromatics like pepper, cinnamon, and cloves were considered

a spice. The leaves and seeds of temperate-zone plants like basil and oregano were known

as herbs. Today this classification has shifted somewhat, even though still used in some

circles.The term spice now generally includes a whole range of elements: spices, herbs,blends

and dehydrated vegetables.

Spices as medicines, preservatives and perfumes were some of the most valuable items of trade

in the ancient and medieval world. Surprisingly, it was this race for a spice that prompted

Christopher Columbus to sail in searches of the western route he was sure existed.

“Spices were once one of the most expensive items in household accounts and were usually

kept locked up in the drawers or compartments of special spice cupboards or boxes.

“The appeal of exotic spices used to be so great that they were once believed to be a gift

worth of royalty.”Many ancient cuisines, among them Indian and Indonesian foods, have

grown up next to the indigenous spices that identify them. Others, like the Italian and

Spanish ones, have benefitted from the spice trade’s migratory nature, adopting exotic

spices and indelibly linking them with their own food. As research both old and new has

helped us to better understand spices’ curative effects –psychological, as well as physical,

the importance of spices in our lives becomes even greater.

Spices can be primarily used in the various forms e.g., fresh ripe, dried, broken, powdered

etc which contributes aroma, taste, flavour, colour and pungency to food.

Spices constitute an essential part of any dish and are used to add that special distinctive


relish to Indian, Arabic and Mediterranean dishes for their aroma, fragrance and harmonized

flavours’ Indian spices, which include pepper, cardamom, red chillies, ginger turmeric,curry

powders etc. Are world famous for their aroma, tangy taste and flavour.

A spice expert in her book writes: “Herbs and spices are used to stimulate all the senses,

not just the taste buds, through their aroma, flavour, texture, and visual appeal. In all the regions

of the world, traditional flavour combinations, using local ingredients, have come to charact-

-erize the foods of these regions.”

HISTORY OF INDIAN SPICES

The fame of Indian spices is older than the recorded history. The story of Indian Spices is more

than 7000 years old. Centuries before Greece and Rome had been discovered, sailing ships were

carrying Indian spices, perfumes and textiles to Mesopotamia, Arabia and Egypt.

It was the lure of these that brought many seafarers to the shores of India. In the ancient era, the

Greek merchants thronged the markets of South India, buying several expensive items including

the spices. Epicurean Rome was spending a fortune on Indian spices, silks brocades, Dhaka

muslin and cloth of gold, etc. It is believed that the Parthian wars were being fought by Rome

largely to keep open the trade route to India. It is also said that Indian spices and her famed

products were the main lure for crusades and expeditions to the East.

With the arrival of the Muslims the scenario altered further. An assortment of spices was used in

Muslim preparations and the usage of such spices was popularized throughout the nation under

the Muslim rule. As a result such spices gradually became a part of the Indian cuisines. Indian spice trading underwent changes once again during the colonial rule. As far as trading is Concerned the Arabian traders were quite instrumental in popularizing the Indian spices in

the different corners of the world. In India, Arabian traders got the rare and exotic spices of the

far East from local spice merchants.India had spent the previous two millennia spreading its

10 | P a g e Brand Awareness of Kanwal foods & Spicesculture to the Spice Islands of the east. Arabian traders were able to make good money

supplying these spices, even with the high prices paid to the Indian middle men, not only to

their countrymen back home, but to Europe as well. It was in the year 1492 A.D., that Christopher Columbus discovered the New World. Five

Years later, four tiny ships sailed southward from the port of Lisbon, Portugal, under the

guidance of Captain Vasco Da Gama. Like Columbus, Vasco Da Gama too was searching

for a new route to the spice lands of Asia. While Columbus failed to achieve the goal,

Vasco Da Gama succeeded.

In a two year, 24,000 miles round trip, he took his ships around the continents of Africa to

India and back to Lisbon. Only two of the four ships survived to reach their home port.

These two ships brought back a cargo of spices and other products worth 60 times the cost

of the said voyage. Even under the Dutch rule spice trading in India was encouraged.

However a combination of spices spread throughout the world as curry powder with the

coming of the British. The British reign in modern India encouraged the spice trading in India.

Sandalwood, turmeric, saffron, coriander and a host of other Indian spices were exported

from India to other parts of the world.

Post independence the trade of Indian spices kept flourishing and a Board of Spices as

established to look after the industry. The history of Indian spices depicts that these ingredients

were also used in alternative medicines.For instance Ayurveda makes use of several herbs that

are also used for culinary purposes. Aloe Vera, cloves, Cinnamon, turmeric, black pepper, etc

had been extensively used in Ayurveda medicines. In contemporary India spices are used both

as culinary and medical ingredients.

From time immemorial, India has been considered as the "Spice Bowl of the World". The

history of Indian spices is almost as old as the human civilization of Spices Conquering tribes

from Assyrians and Babylonians, Arabians, Romans, Egyptians, the Chinese to the British

11 | P a g e Brand Awareness of Kanwal foods & Spicesand the Portuguese all invaded India with one goal - to take advantage of the rich, natural wealth

and for Indian spices.The earliest written record in India on Spices is the venerable Vedas -such

as the Rig Veda (around 6000 BC), and the others - Ayurveda, Sama and Athar vada. During the

Vedic period information was primarily was handed down orally from generation to generations

through the medium of hymns. The Rig Veda contains references to various spices such as

horseradish a close relation of Mustard and Turnip.There are also references to Black Pepper

in the Yajur veda . These are but few of the spices in the natural expanse of the subcontinent –

in the mountain,Swaps tropical rain forests, wetlands, marshy woodlands, rich valleys, green

fields in a pollution-free & eco- friendly environment.

The history of Indian spices lies in the abundance & goodness that Mother Nature has blessed it

With and made it so popular worldwide.

COMPANY PROFILE

KANWAL FOODS AND SPICES (I) PVT LTD is ISO 9001:2000 certified also authorized

for grading and processing of spices under Ag Mark. With a range of over 77.

ACHEIVMENTS

KANWAL FOODS AND SPICES won many awards at the national level including the National

Award for Utility Excellence, Gem of India (2008& 2002), Award, Rashtriya Gaurav, Udoyog

Patra award besides others, it is one of the leaders in the FMCG Sector in the subcontinent,comm-

-itted to provide quality products to its consumers.

INDUSTRIAL UNITS

KANWAL FOODS AND SPICES (I)PVT LTD. processes and packages its hygienic and quality

controlled products through its state-of -the-art industrial units, located in various Parts of the

country, including the national capital of Delhi, Silicon city Bangalore and Jammu Kashmir.


BRAND EXTENSION

The company provides spices for the domestic markets under the brand name “KANWAL” AND

“ALAMIN” in the international market.

EXPORT MARKET

The company is registered with the spices board, GOI and Indian spices exporters’ forum and

exports its quality products to Saudi Arabia, Bahrain, Kuwait, Oman, Dubai etc.

SUPPLY CHAIN

The supply chain network consisting customer retailer distributor, manufacturer and supplier

is closely linked through an efficient flow of information and finance to ensure smooth fuction-

ality .

KANWAL FOODS AND SPICES (I) PVT LTD. has a research and development wing which

would provide services vis- as- vis aiding research and development, market analysis, analysis of

trends and currents in various sectors of the local market, research analysis into the Horticulture,

floriculture as also the broader contours of the agricultural sectors. The research and analysis

wing of kanwal foods and spices is aiming to avail services of some of the most prestigious and

credible inspection, testing and certification institutes. The team of professionals engaged with

the R&D division of kanwal foods and spices equipped with fully-automatic state of the art

paraphernalia has a team of professionals working with it.

AIM OF THE COMPANY

The company aims to expand its product base and has a setup a state-of the art packaged drinking

water processing and packaging plant, which is at par with the best in South Asia.

Its packaged drinking water is sold under the brand name TREISH (drinking water).Treish is an

13 | P a g e Brand Awareness of Kanwal foods & Spicesoutcome of dedicated and concerted 5-years long R&D with involvement of leading names in the

“water world” across the globe, the national and international markets. Treish is BIS (Bureau of

Indian standards) certified and its quality and composition are almost at par with the world lead-

-ing brand Evion. The plant is epoxy-coated and has fully automatic machines for processing

and packaging.

Carrier

The company provides direct employment to around 500 people and indirect employment more

than 5000 people. This human resource base is also an efficient for dissemination and collection

of information and customer inputs. The distributor chain of the company is an efficient medium for introduction of new products

The sales and marketing wing of the company is well networked with separate sales and marke-

-ting divisions which work in Pandem over calibrated information webs. The marketing and

sales staff Personnel are equipped with mobile Paraphernalia to stay in touch while they are out

in the field. The sales and marketing personnel collect information from the markets regarding

the sales of own and other company products, which is pooled in to a database that helps the

company stay up-to-date on market trends and customer satisfaction.

The quality control cell is fully accessible to the marketing field personnel and any problems

faced by them in the market vis-a-vis the products are processed by the cell within the shortest

possible time. The accounts along with a fully equipped inventory section keep track of cash and

products inflows and outflows, enabling the greatest utilization of resources and proper tracking

of assets. The company has been catering to the local market for the past 40 years and has earned

sole trust of the consumers. Today the brand itself, “KANWAL”, is synonymous with quality,

purity and aroma.

Products

14 | P a g e Brand Awareness of Kanwal foods & SpicesIndian Spice Powder

They are the manufacturer and exporter of traditional spice powders like,

Black Pepper powder

Ginger powder

Coriander powder

Pudina powder

Garlic powder.

Indian spices are the soul of Indian cuisine. They offer an extensive line of spices through our

on-line store. The spices contain natural and genuine ingredients, which enhance the flavour of

the delicacy.

Blended Spices Powder

They are reputed manufacturer and exporter of Blended Spice Powders, used for flavouring like

Curry powder

Garam masala

Biryani masala

Rajma masala

Meat masala

15 | P a g e Brand Awareness of Kanwal foods & SpicesChaat masala

Chana masala and

Sāmbhar masala.

Indian Whole Spices

They manufacture & export exclusive range of Indian whole spices that are rich in all the require

qualities of taste, fragrance & more.

Ready Mixes

They manufacture, process and export Ready Mix powders, like, Shahi kheer, Haleem, bombay

Biryani, Kashmiri Honey.

They manufacture and export edible components like, Honey and Saffron. These are available

in various packing denominations

Saffron

Kashmiri Traditional Spice Mix

They are the manufacturer and exporter of comprehensive range of Kashmiri traditional Spice

mixes. Made of all natural ingredients, that is sure to provide the customer with the rich taste

and aroma associated with Kashmiri spices.

Kashmiri Kehwah Instant Mix

A herbal treat for the body, Kashmiri Kehwah instant mix is the master blend of traditional

Kashmiri Kehwah and 100% pure & genuine Kashmiri Saffron.

Vegetable Pickles

They manufacture, process and export vegetable pickles, which are made from farm-picked fresh

vegetables, authentic spices and oil.

16 | P a g e Brand Awareness of Kanwal foods & SpicesMineral Water

They process and export the purest bottled water, from Kashmir, registered under the name

TREASH

Company's Milestones

KANWAL FOODS AND SPICES (I) PVT LTD brand leader in the FMCG sector in J&K with

a range of over 77 products has won many awards at the national level and the latest feather in its

cap is the ITID National Award for Quality Consciousness 2008. The award was received by Farooq

Amin, Director, Sales and Marketing, Kanwal Foods & Spices at the hands of Union Minister of State

for Water Resources and Ms. Kanti Singh, Minister of State for Tourism & Culture at the National

Seminar on Quality Consciousness title "Quality essential

for Survival" organized by the Institute of Trade and Industrial Development at New Delhi,com-

-menting on the achievement, Farooq Amin, Director of the Company said, "We not only follow

but live the ideals of quality, purity and ultimate consumer satisfaction and this fact is

substantiated by our ever-growing loyal consumer base and a line of accolades conferred by

different organizations. This latest award is a milestone and a target standard for us, because

we believe that quality is never an accident but always the r esult of intelligent effort" Worth

mentioning this is for the second time the company has won the national Quality excellence

award in its 32-year long history of consumer satisfaction.

In a short span of 30 years, Kanwal Spices have become synonymous with purity, aroma fresh-

ness and quality par excellence- a reality that has been acknowledged \and confirmed Via a

wide range of awards, earned over the years. Notable among them are: GEM OF INDIA AWARD

(1998) RASHTRIYA GAURAVA WARD (1998) “Business initiative development Board Recognition with Quality Excellence.In 1999, Mr. Mohammad Ameen managing director earned the prestigious UDYOG PATRA

17 | P a g e Brand Awareness of Kanwal foods & Spices AWARD for self made Industrialist, given to him by the “Hon’ble Union Minister of comme-

-rce Govt.of India”. RASHTRIYA UDYOG SHIROMINI AWARD 2000 in recognition with the

Contribution in the industrial Sector QUALITY EXCELLENCE AWARD 2002 from ITID

Presented by Minister of Commerce & Trade (Govt. Of India)

Quality Control

To maintain the quality of the products manufactured at National Masala Mills only superior

quality raw material is used. The finished spices are further put to test in-house quality control

laboratory. All the handling, filling, packing and weighing is done by automatic box packing

machines in order to avoid any infestation/ contamination. To satisfy quality consciousness,

NMM occasionally gets the products tested in accordance with specifications prescribed by

standard laboratories such as FICCI, SGS, and Shri Ram Institute for Industrial Research.

Infrastructure

The company has state-of-the-art infrastructure. The units underwent modernization in view

of substantial increase in plant and machinery and are now equipped with state-of-the-art

grinding plants, automatic box packing machines and FFS pouch filling machines and cool

grinding process.

Export Market

National Masala Mills catering the local markets exports its products to various countries viz.

Kingdom of Saudi Arabia, South Africa, Middle Eastern countries, UK, US and is in the process

of finalizing the process for Europe. The supply chain network consisting of customer, retailer,

distributor, manufacturer and supplier closely linked through an efficient flow of information and

finance to ensure smooth functionality and economic activities.

Career

In the words of the Chairman and CEO, Mohammad Amin, KANWAL has always prospered

18 | P a g e Brand Awareness of Kanwal foods & Spicesbecause of its people. Our employees are indeed our greatest assets and have played an integral

role in the growth and success of KANWAL. We value our employees' contributions and empo-

wer them with the knowledge and skills to successfully do their jobs.

If you have the desire to work for a company where the expectations are great but the rewards

are even greater and where quality and customer satisfaction really mean something.

Packaging

Strict supervisory processes are employed in selecting the best food grade

packaging material to ensure complete safety of the final product. Each procured material

is thoroughly scrutinized and tested for quality. On-line inspection of the materials ensures

that packaging is of superior quality.

Distribution They have an efficient and strong distribution system that caters to the market demands

and diligently. They have a technologically sound warehouse system in various crucial

destinations to ensure that their clients receive timely delivery of the consignments.

ABOUT THE TOPIC

MARKET

The term market is derived from Latin Word ‘Mercatus’which means‘to trade ’that is

purchasing and selling of goods. It also means merchandise truth place of business.

According to Pyle, “ Market includes both place and region in which buyers and sellers or in

free competition with one another”.

MARKETING Marketing includes all the impacts involved in the exchange process of transferring the possess-

-ion and ownership of goods or services from the producer to the ultimate consumer’s.

MARKETING FORMULA

The foremost step is business aims at profit.


For profit making he can sell the products.

For selling the product he should create customers.

For creating the customer’s, customer’s needs of preferences to be identified and satisfied.

To satisfy the customer’s new product to be produced.

Marketing is trying to learn;

➢ Who buy the products or services?

➢ How do they buy?

➢ When do they buy?

➢ Where do they buy?

➢ Why do they buy?

➢ How often they buy?

It is otherwise called understand and predict human actions in their buying role. A marketer is

act as consumers while them purchasing any goods /services, and try to market that product

to an ultimate consumer. So, marketing starts with consumer and ends with consumer.

So, today’s market is called on consumer market. It can be defined on, “All the individuals and

households who buy goods and services for personal consumption”. So the consumer satisfaction

is getting more importance in the marketing functions.BRAND

The most distinctive skill of professional marketers is their ability to create, maintain,

enhanced and protect brands. The American Marketing Association defines a brand as “ name,

term, sign, symbol or design or a combination of them, intended to identify the goods or services

of one sellers or of sellers and to differentiate them from those of competitors”.

A brand is thus a product or services whose dimensions differentiate it in some way from

other products or services designed to satisfy the same need . These differences may be

20 | P a g e Brand Awareness of Kanwal foods & Spicesfunctional or tangible –related to product performance of the brand. They may be more

symbolic, emotional or intangible –related to what the brand represents.

Brands identify the source or make of a product and allow consumers either individuals

or organizations’ to assign responsibility for its performance to a particular manufacturer or

distributors. To firms, brands represent enormously valuable pieces of legal property that can

influence consumer behavior, be bought and sold and provide the security of sustained future

revenues to their owner. Companies have paid large earnings multiples for brand in merger or

acquisitions, often justifying the price premium on the bases of the extra profits to the extracted

and sustained from the brands as well as the tremendous difficult.

What is Brand Awareness?

The ultimate goal of most businesses is to increase sales and income. Ideally,you want to attract

new customers to your products and encourage repeat purchases. Brand awareness refers to

how aware customers and potential customers are of your business and its products.

Successful brand awareness means that your brand is well known and is easily recognizable.

Brand awareness is crucial to differentiating your product from other similar products and com-

petators .

Brand Awareness Plan

The major components of a plan to develop brand awareness are:

Identifying and understanding your target customers

Creating a company name, logo, and slogans

Adding value through packaging, location, service, special events, etc.

Advertising

After-sale follow-up and customer relations management


Targeting the right audience is crucial to your success. Of similar importance is understanding

that you need a plan along with specific actions that increase awareness of your brand amongst

your consumers. Throughout the entire process of creating a brand, it is of utmost importance to

consider how what you do will increase brand awareness.

Why is Brand Awareness Important?

You may be asking yourself, is brand awareness really all that important? You may be saying

to yourself, I have plenty of customers and sales are decent, why bother? The answer is:

There are few things more worthwhile than investing time in your brand’s awareness. It can

play a major role in purchasing decisions. The reality is, the more aware consumers are of your

product and your brand, the more likely they are to buy from you. The Goal

Thus, it is a good idea to draw up a brand awareness strategy that you can continue to

update throughout the development of your brand. To begin, for example, you can do

preliminary research to determine how aware the consumers of your brand are prior to

any changes. Then, decide what you think and perhaps what others suggest that you might do

to increase awareness and public recognition. Next, compose a strategy for how you would

like to go about this. For example, perhaps your focus may be on your name, or perhaps the

colors people associate with your brand, or even the way in which you promote and sell your

products. Finally, decide upon how you would like to execute these changes and increase

your brand awareness. Ultimately, you should be able to see a change in how consumers

perceive your brand and the level of recognition your brand has acquired. For example,

perhaps your consumer base expands to include of nearby towns or attract a different core

consumer. Truly successful brand awareness often takes time to develop. First there is the

time required to develop an effective awareness effort. Then there is the time required for

your message to reach potential customers. A few customers will respond early, but most will


take time to hear about your products, make a decision to try them, and even later return for

more.

Establishing customer loyalty takes the most time, as it requires extended experience with

your business and products. As a result of specific actions, positive brand awareness is

promoted. Brand awareness is essentially the impression people have of your brand. Do

they know your brand as reliable high quality? As well established and distinctive? As a

bargain? How is it that they have formed these perceptions? Perhaps from your logo? Or may

be from the way your products are displayed or priced? These opportunities to make a good

impression are what are influencing your consumers awareness of your brand.

How to Begin Creating Brand Awareness

How do you, over time, establish positive brand awareness that promotes the possibility of

purchase of your product in the future? There is always the initial impression of your brand

that is of utmost importance. Beyond this, however, are all of the future impressions that may

be formed regarding your brand.

In deciding how you will go about creating brand awareness, you need to consider and to

be aware of how your product value becomes know to the consumer and the importance

of consistency:

1) The message of what a brand is offering to the consumer should be consistent.

KANWAL, for example, offers fresh, high-quality SPICES AND FOODS for purchase

and advertises the advantages, such as home-cooked meals, that their goods can provide

for you. The layout of their products, the organization of complementary condiments and

staple products, and the stands offering sample recipes to be cooked at home are all

evidence of the company attempting to present a consistent message of what they are

all about to the consumer. The presentation of KANWAL as a prominent player in

providing quality foods and spices for quality home cooked meals is evident in each of


the aforementioned examples.

The company does not, for example, attempt to convey quality in its store layout and offerings

and then convey cheap alternative in the mailings sent out. The impressions you hope to make on

consumers and potential consumers should be consistent across various mediums, situations, and

promotional attempts.

How to Begin Creating Brand Awareness

2) Images you present should also be consistent in order to increase brand awareness.

It is important that you are consistent in your use of images so that you maximize

recognition and positive impressions. Kanwal logo, for example, can be found on its

storefront, on the products it produces itself, on the receipt consumers receive after

purchase, on the bags customers carry out of the store, and in many of its distributed

informational material.

3) Slogans and taglines should also be consistent throughout mediums and material. Once

again, Consistency is important in conveying a message that promotes awareness of

your brand in a organized, recognizable manner. Kanwal’ tagline, “Adding Kashmiri

flavour to global cuisine ”, is consistent throughout its promotional materials, website

and logo, to name a few consistency cannot be emphasized enough. It presents

the consumer with an image that in the future the consumer can continue to associate

with your products. For example, if the materials you distribute, the set-up of your

sale table, the packaging of your product, and the logo and tagline are not all relatively

similar, regularly consistent, and repeatedly recognizable over time, it is likely you will

get nowhere with your brand. Creating brand awareness, through a collaborative, well-

developed overall image, is essential to developing a success brand that achieves


maximum benefits.

Maintaining Brand Awareness

It is important to keep working at the issues and activities identified above. Pay attention to

how customers are responding to products, packaging, displays, and messages. Look for

ways to improve the image you are trying to get across. Ask your customers for suggestions.

Work to maintain a consistent presence in the market place. This can mean a location and

regular times where customers can reliably expect to find you.

They need to move to gain more sales space and will have to have a plan to help customers

find their new location . If your business is wholesaling and manufacturing spice products to

retail locations, you need to stay in regular and reliable contact with your customers. They

should not have to come looking for you when they need to re-stock or they will turn to

uppliers that make it easier for them to operate their businesses.

Purchasing Decision Process

Understanding the decision-making process helps you to better understand how to structure

your brand awareness process. What makes them buy your product?Do they decide, upon an

impulse, to purchase your product? Do they need several hours to mull over the possibility of

making the purchase? To what extent does product type, price, and environment affect the

purchasing decision. Marketing specialists recognize five stages to a purchasing decision.

The first stage in making a purchase decision is to perceive a need. The range, complexity

and severity varies in regard to this need. It could range, for example, from a need to purchase

a gift for a friend’s birthday to a need to eat something sweet to a need to drink something

refreshing. It is easy to see how different containers would appeal to someone thinking about

25 | P a g e Brand Awareness of Kanwal foods & Spicesgift vs buying spices for personal use. Messages with your product display about possible uses

can prompt a need-based decision.

The second stage in making purchasing decisions is to seek information. This may be simply

reading an ingredient list to an internet search to an inquiring call. Providing information about

your products and their value can be important to making a sale.

Why is “pure” or” local” important? What flavor experience or possible uses await the

purchaser? Might the history and tradition of kanwal products be important to some consumer

decisions?

The third stage is where the potential customer evaluates alternatives to your brand or product. This, obviously, is the stage in which your product is compared to those of competitors. It

may also include other products that you may have to offer or other products they remember

from the past.

Essentially the potential buyer is assessing the qualities of your product that might make it

worth the purchase. If the signage, slogans, and literature does not address the more obvious

questions, then you need to be ready to do so when asked. If you want to sell at the premium end of

the price range then type of products, packaging,display and product messages must be consistent

with the price.

The fourth stage involves an assessment of the buying value. Is the product worth the price?

Do the values it possesses make it a worthwhile purchase? This is the culmination of the

previous stages and results in a decision to either buy or pass up on an offer.

The fifth and final stage involves an assessment of the purchase decision. This can occur a day,

a month, or a year or more after the sale. Essentially, the customer is either reaffirming or

doubting their purchasing decision. For example, seeing other people enjoying the product

reaffirms their decision or makes them wish they had bought more. Testimonials from satisfied

customers may help to shape these after-purchase expectations. Or perhaps they discover an


off- taste or crystallized sugar in the syrup, in which case it may be more likely that the

person would doubt that they made the correct decision in making the purchase.

If the consumer decided not to make the purchase, they may later regret such a decision if the

value of that product to them, for example, were to increase. Understanding that the stages of a

purchasing decision vary both in time and whether the stages really are distinct, one can better

assess where they might be able to have an influence on someone’s decision to purchase. For

example, it may help to offer the person more information or to tell them about all the other

people that have been really impressed with your product.

Maintaining Brand Awareness

Purchasing Decision Process

3 Perceived Need

Assessment of Purchase Decision

Value Assessment

Evaluation of Alternatives

Seeking Information

Advertising

Obviously advertising is an important way to have your brand and products become known to

consumers. The messages conveyed at the place of purchase are equally important and should


leave your targeted customers with a consistent impression of your business and its products.

SCOPE OF THE STUDY

The scope of the research is limited in the following directions.

The geographic scope is limited to Srinagar city, Budgam and Tangmarg only.

The industry scope is limited to FMCG sector (Foods and Spices)

The product category scope is limited to the selected categories selected on the basis of

availability.

The time scope is limited to 8 weeks which is the duration for the project.

LIMITATIONS OF THE STUDY

Though the research has been properly planned and well executed, there are certain limitations,

which are inherent in nature and are out of the researcher’s control. The effectiveness of the

project is felt only when the results are read along with the limitations and constraints faced

during the course of the study. The following are the limitations. ✔ The responses from the respondents could be casual in nature. This may be due to lack

Of interest or time on their part.

o The correctness of information provided by the respondents in the personal data

could not be established.

o Some of the information provided by the respondents might not be correct.

o Getting timely responses from the respondents was a difficult task.

o The responses from the respondents could not be correct due to unawareness of the

market.


o The perception of the respondents are differ in nature, it means the responses of the

respondents are very difficult task to analyze and will giving the right decisions .

Chapter - II

LITERATURE REVIEW

The core of Brand equity lies in the construct of Brand Awareness; Brand equity occurs when the

consumer has a high level of awareness and familiarity with the brand and holds some strong,

and unique association in memory, in low involment decision setting brand awareness is just

adequate leading to purchase.Repeate purchase then, is a function of the functional utility and

image utility of the brand. Thus, when perceived quality differences exist among competing

brands, consumers may “pay a price “ for employing Simple choice heuristics such as brand

awareness in the interest of economizing time and effort (Hoyer and Brown, 1990).

The two important measures of Brand awareness are brand recognition and recall.

Brand recognition is the ability of the customers to confirm that they have previously been

exposed To a brand and brand recall reflects the ability of the customer to name a brand

when given the product category, category needed or some other similar cue.

Top of mind awareness is critical as it captures “ Consideration set “in a given

purchase situation .Each type awareness has a different purpose and specific implication

( Kafferer, 1998)

Unaided awareness measures the brand’s impact i.e. to what extent it is spontaneously

associated with a given product category.The purpose of aided awareness is to reassure the

brain has already been heard of. Unaided awareness is very important for low value , fast

moving products. the pursuit of a particular type of awareness depends on the way in

which buyers of a product make their decisions and the level of involment. When three brands

29 | P a g e Brand Awareness of Kanwal foods & Spices on the market are strongly rated in unaided awareness,scaresly any other brand has a chance of

even getting quoted (Laurent,kapferer and Roussel, 1995)

The different brand elements have varying roles in reinforcing the value of the brand and its

relevance to the customer groups. Visual messages appeal most to rural audience. Study on

of pictorial advertisement as compared to non_ pictorial advertisement indicate how much

more effective they are with rural consumers as compared urban consumers (Velayudhan, 2002)

RESEARCH METHODOLOGY

In this chapter the methodology followed in conducting the research has been described

details regarding the research design, data collection, Questionnaire, sampling plan, area of

the study and statistical tools used have also been given.

Research

Research is a logical and systematic search for new and useful information on a particular

topic. It is an investigation of finding solutions to scientific and social problems through

objective and systematic analysis.

It is a search for knowledge, that is, a discovery of hidden truths. Here knowledge means infor

mation about matters. The information might be collected from different sources like experience,

human beings, books, journals, nature, etc. A research can lead to new contributions to the

existing knowledge. Only through research is it possible to make progress in a field.

Research is done with the help of study, experiment, observation, analysis, comparison and rea

soning . Research is in fact ubiquitous. For example,we know that cigarette smoking is injurious

to health, earthquake is the natural calamity and so on.

How did we know all these? We became aware of all these information only through research.

More precisely, it seeks predictions of events and explanations, relationships and theories

for them.


A. What are the Objectives of Research?

The prime objectives of research are

(1) to discover new facts

(2) to verify and test important facts

(3) to analyze an event or process or phenomenon to identify the cause and effect relationship

(4) to develop new scientific tools, concepts and theories to solve and understand scientific and

non scientific problems

(5) to find solutions to scientific, nonscientific and social problems and

(6) to overcome or solve the problems occurring in our everyday life.

MARKETING RESEARCH

Marketing research is defined as the systematic and objective identification, collection, analysis,

and dissemination of information for the purpose of assisting management in decision making

related to the identification and solution of problems (and opportunities)in marketing.

1) Identification: Involves defining the marketing research problem (or opportunity)

and determining the information that is needed to address it.

2) Collection: Data must be obtained from relevant sources.

3) Analysis: Data are analyzed, interpreted, and inferences are drawn.

4) Dissemination of information: The findings, implications, and recommendations are

provided in a format that makes this information actionable and directly useful as an

31 | P a g e Brand Awareness of Kanwal foods & Spices Input into decision making.

Classifications of marketing research.

Problem identification research: The goal is to identify existing or potential problems

not apparent on the surface. Examples include market potential, market share, market

characteristics, sales analysis, short-range forecasting, long-range forecasting, and business

trends research.

2) Problem solution research: The goal is to solve specific marketing problems such as segment

tation product, pricing promotion, and distribution research.

Steps involved in the MARKETING RESEARCH process:

1) Problem definition: Defining the marketing research problem to be addressed is the

most important step because all other steps will be based on this definition.

2) Developing an approach to the problem: Development of a broad specification of

how the problem will be addressed allows the researcher to break the problem into

salient issues and manageable pieces.

3) Research design formulation: A framework for conducting the marketing research

project that specifies the procedures necessary for obtaining the required information. It

details the statistical methodology needed to solve the problem and thus the data

requirements needed from data collection.

4) Fieldwork or data collection: A field force (personal interviewing, phone, mail, or

electronic surveys) gathers project data. Although seemingly trivial in nature, to obtain

meaningful results field workers must be accurate and thorough in data collection.

5) Data preparation and analysis: The editing, coding, transcription, and verification of

data allow researchers to derive meaning from the data.


6) Report preparation and presentation: The findings are communicated to the client. The

report should address the specific research questions identified in the problem definition,

describe the approach, the research design, data collection and the data analysis

procedures adopted, and present the results and the major findings.

Customer Groups

Assessing

Information Needs

Consumers Employees Shareholders Suppliers

Controllable

Marketing variables

Uncontrollable Environment Factors

MARKETING RESEARCH

Marketing

Decision Making

Economy Technology Competition Laws & Regulations Social and Cultural Factors Political Factors

Product Price Promotion Distribution

Providing

Information

Marketing Managers

Marketing Segment Target Market Selection Marketing Programs Performance & Control


Nature of Marketing Research and its components :

Marketing research provides the information for decision makers at each step of the

marketing decision process. It is the goal of marketing research to provide relevant, accurate,

reliable, valid, and current information to management in order to facilitate managerial decisions.

Each of these characteristics can be defined for students as:

Information that is relevant, addresses the problem or issue being investigated.

Information that is accurate, correct, and precise.

Information that is reliable, and originates from competent, trustworthy sources.

Information that is valid is applicable to the problem at hand.

Information that is current is timely and up -to- date for both the industry and issue

under consideration.

RESEARCH METHODS

Those methods which are used by the researcher during the course of studying are

research problem are termed on research methods.

Research methodology:

The research methodology, not only the research methods are but also consider the logic

behind the methods. They are in the contest of our research studied. And explain why we are

The Role of Marketing Research


using a particular method or techniques and we are not using others.

Descriptive research design:

Research Design

Research design is a framework or blueprint for conducting the marketing research project.

It specifies the precise details of the procedures necessary for obtaining the required

information.

Finally, stress that it is important to have a good research design in order to ensure that the

marketing research project is conducted effectively and efficiently.

Descriptive research is used to describe something, usually market characteristics or

functions.

Descriptive research begins with the structure already defined and proceeds to actual data

collection in order to describe some market variable. For example, determining the average

age of purchasers of your product.

The six W’s are used by researchers when trying to gather facts from different sources. In

Like manner, because descriptive research is marked by the prior formulation of specific

Hypotheses the design requires a clear specification of the six W’s of the research:

1) Who: Who should be considered?

2) Where: Where should the respondents be contacted to obtain the required information?

3) When: When should the information be obtained from the respondents?

4) What: What information should be obtained from the respondents?

5) Why: Why are we obtaining information from the respondents?

35 | P a g e Brand Awareness of Kanwal foods & Spices6) Way: The way in which we are going to obtain information from the respondents.

These questions form the basis for describing the research to be conducted.

Descriptive research is characterized by a clear statement of the problem, specific hypotheses

and detailed information needs.

In includes surveys, and facts finding enquires of different kinds. The major purpose of

descriptive research is description of state of affairs on it exists at present. The main character of

this method is that the researcher has no control threw over the variables. He can report what

has happen or what is happening.

Nature of data:

In this study primary data are used.

Collection of data:

The data were collected from the respondents through the distribution of questionnaire.

Area of the study:

This study covers SRINAGER CITY, BUDGAM AND TANGMARG AREA .

Sample size:

The sample size of this study is 100.

Tools for analysis:

With the usual statistical tools such as tables, percentages, bar charts, were used for analyzing the

data and arriving at the conclusion.

Questionnaire Design

A standardized questionnaire to collect data on beliefs, feelings and attitudes from

the respondents is being used and also the researchers have contributed this effort in

framing the questionnaire. The purpose of the study is explained clearly to the respondents. So,


nothing about the purpose of study is concealed from the respondents.

CLOSED ENDED QUESTIONS

In these questions, the respondents are given choices in which he/ she has to select one. For

these questions, we can apply statistical tool in order to relate the results to the universe.

ANALYSIS OF THE DATA

The data collected through questionnaires have been tabulated. By using the above

mentioned statistical tools, the data have been analyzed. Interpretations have been drawn

based on the analysis. The findings and observations are the result and outcome of the

interpretations made during the course of analysis.

PRESENTATION OF THE REPORT

Tables and figures have been used wherever necessary to facilitate the analysis and

interpretation. Explanations for the tables were given wherever necessary.

OBJECTIVES OF THE STUDY

Every organization has to achieve its organization goals. For this ,it’s essential for an

organization to know about the views of consumers and their competitive products.

This survey research may also aimed as to estimate:

To study consumer buying behaviour.

To study consumer preferences

To study the level of brand awareness about kanwal foods and spices

.To study consumer brand loyalty .To study


ANALYSIS AND INTERPRETATION

Q1:-Purchase spices from the market ?

S.No Purchase Frequency Percentage

01 Every 1Month 80 80.0

02 Every 1-2 Month 15 15.0

03 Every 2-3Month 05 5.0

04 Every 3Month or More

0 0.0

100 100.0 Total

INFERANCE:-It is clear from the above table that 80.0% of respondents have purchase spice from the market every 1 month,15%purchase every 1-2 months,5% of the respondents Purchase every 2-3 month.


70%

30%

Purchase spices

1 Month1-2 Month2-3 Month3 or more

Q.2:- Which brand(s) of spices do you generally prefer ?

S.No Preferences Frequency Percentage %

01 Kanwal 50 50.0

02 Rehmat 30 30.0

03 Mehak 15 15.0

04 Hidden Valley 05 5.0

Total 100 100.0

Inference:-

From the data above we can see that Kanwal is being preferred by 50% of consumers, Rehmat

was preferred by30% where as Mehak was preferred by15%where others Hidden valley were 5%

Second leading brand is Rehmat, though it has not been favored by consumers as high as Kanwal but their market is increasing and it can be a big threat for the market share of

Kanwal


• Mehak is third most brand preferred by consumers, and it has a good impact over the

Consumer’s minds.

KANWALREHMAT

MEHAKHIDDEN VALLEY

0

10

20

30

40

50

BRAND PREFERENCE

frequency

Q.3:- Are you familiar with kanwal brand spices?

S.No Brand Awareness Of kanwal

Frequency Percentage

01 yes 90 90.0

02 No 10 10.0 Total

100 100.0

I nference:-

When asked about Brand awareness of kanwal products, it was noticed that 90% of the respondents

answer tends to “yes” and 10%of the respondents answer tends to “No”

it is clear from the graph and as the above responses on different parameters that Kanwal is


holding good brand name in minds of consumers due to its quality and availability offered to

the consumers as well as to the Wholesalers and retailers. Kanwal has its brand recall in top

of minds of consumers as noticed by the researchers while undergoing the study.

90%

10%

AWARENESS OF KANWAL BRAND

YESNO

Q.4:- How would you categorize kanwal brand spices in terms of quality ?

S.No Quality Frequency Percentage

01 Excellent 55 55.0

02 Good 32 32.0

03 Average 10 10.0

04 Poor 02 2.0

Total

Inference:- It is clearly seen in the graph that the Quality of kanwal holds the pleasing image in the minds

of people When asked about quality of kanwal products, it was noticed that 55% of the

respondents answer tends to “Excellent”32% respondents said “Good” 10%of the respondents

rates “Average” and 2% “poor”

100 100.0


EXCELLENT GOOD AVERAGE POOR

0

10

20

30

40

50

60

Q.5:- Category of kanwal products on the bases of the value for money

S.No Terms of value for money Frequency Percentage

01 Excellent 35 35.00 02 Good 50 50.00

03 Average 15 15.00

04 Poor 0 0.00

inferenceIt is clearly seen in the graph that the Quality of kanwal products in terms of value of money are

categorized as Excellent by 35% Respondents, Good by 50% ,Average by 15%respondents


Excellent Good Average poor0

5

10

15

20

25

30

35

40

45

50

Q.6:-Factors which influence to the costumers

S.No Factors Frequency Percentage

01 Quality 68 68.00

02 Fame 19 19.00

03 Pricing 08 8.00

04Any other 05 5.00

100 100%

Total

Inference:-

43 | P a g e Brand Awareness of Kanwal foods & SpicesAs mentioned above it is clearly seen in the graph that the Quality of kanwal holds the pleasing

image in the minds of people as around 68% of the people are Influenced with the quality that

kanwal offers in its product range from basic spices and blended spices, it means that people give

maximum emphasis on quality.

QUALITYFAME

PRICINGANY OTHER

010203040506070

Q.7:- Usage of kanwal products

S.No Usage of kanwal products

Frequency Percentage

01 Basic spices 55 55.0002 Blended spices 29 29.0003 Jams/pickles 6/04 10.0004 Honey 06 06.0005 Ready to cook and

instant Mixes0 0.00

06 Others 0 0.00

100 100%

Inference From the data above we can see that 55% of the customers prefer to buy and use basic

spices,29% bought blended spices, jams/pickles 10% Honey 06%.so, it means the market share of the

kanwal in blended spices and other products are low except basic spices has high market share.

Total


55%

29%

10% 6%

Usage of Kanwal productsBasic Spices Blended spicesJams/Pickles HoneyReady to cook and instant Mixes Others

Q.8:- In case Kanwal Brand Spices are not available in the market due to certain reasons, which brand of spices, do you buy?

Inference:- From the data above we can see that 70% of the customers are hard core loyal of

Rehmat after kanwal brand, 18% customers are brand loyal of Mehak spices and 12%are loyal

S.No Buying Frequency Percentage

01 Rehmat 70 70.0

02 Mehak 18 18.0

03 Hidden valley 12 12.0

04 Others 0 00

100 100.0

45 | P a g e Brand Awareness of Kanwal foods & Spicesof Hidden Valley.

REHMAT70%

MEHAK18%

HIDDEN VALLEY12%

Q.9:- Improvements in the Kanwal products

S.No Improvement Frequency Percentage

01 Quality 39 39.0

02

pricing

61 61.0

Total100 100-0


Inference

When asked about the improvement in the quality of products of Kanwal it was noticed that 39% of

the respondents answer tends to “yes” and 61% of the respondents are stressed on the pricing .

39%

61%

QUALITYPRICING

Q.10:- Do you feel or find need for Kanwal Group to diversify its range of existing products?

S.No Diversification Frequency Percentage

01 Yes 23 23.0

02 No 77 77.0


Total100 100.0

Inference:-When asked about the diversification of products of Kanwal it was noticed that 23% of the

respondents answer tends to “yes” and 77% of the respondents answer tend to “No”

23%

77%

Diversification of kanwal productsyes No

Q.11:- If yes, please specify which products should Kanwal include or introduce into its

existing range.

S.No New Products Frequency Percentage

01 Milk 48 48.0

02 Fast food 21 21.0

03 Cold Drink 25 25.0

04 Edible oil 06 6.0


100 100%

Total

MilkFast Food

Cold DrinkEdible Oil

0

5

10

15

20

25

30

35

40

45

50

Inference: From the data above we can see that 48% of the customers are suggested that

company should introduce milk into the market, 21% suggest fast food,25%suggest cold drink

6% customers suggest edible company should introduce in the market.

Findings suggestions and conclusion

FINDINGS

During the study it is found that consumers have positive attitude towards the kanwal

brand spices.

During the study it is found that the brand image of spices is good as compared to


other spice products in the market.

Through my survey, I came to know that most of the customers are satisfied with the

Kanwal brand spices.

Through my survey, I came to know that most of the wholesalers and retailers are not

satisfied with the company due to weak distribution channels and sales promotion.

Consumer differ in their opinion about the quality and price of kanwal brand spices

on the basis of Age ,qualification and knowledge about the market.

Most of the consumers prefer kanwal products for their good quality. However, there

is a misconception about pricing of kanwal products among the consumers. They

Perceive them to be high priced.

Through my survey, I came to know that the market share of the company decreases

day by day due to weaknesses of distribution channels.

During the study it is found that the R & D Division of the company is not

Properly working.

Advertisement in mass media such as televisions, news papers and magazines are best

means to spread awareness about brand is lacking.

A duplicate product of the kanwal available in the market adversely effects the company

image.

Replacement policy is not at all pleasing to the retailers and wholesalers, as

replacement policy is not designed as per the requirements and expectations of the

Retailers as well as wholesalers.

Product availability of kanwal products is highest compared to other brands in

the organized retail spices.

Kanwal is most preferred brand amongst the consumers who buys packaged basic Spices.

Retailers and wholesalers mostly orders weekly or monthly which shows that their


products are moving at very faster rate.

Product availability of kanwal mineral water “TREASH” is very low to other products as the

awareness & preference towards it is very low.

Quality and brand name are major criteria for the consumers for buying kanwal

products; although the price is very high consumers prefer to buy the products of others.

. Loyalty and quality are the factors which play important role in achieving sales for

Kanwal.

. Proper Communication is required to meet the expectation of Retailers, wholesalers as

well as Consumers/ultimate users Wholesalers’ and retailers are not satisfied with the distributors because they sell

products at two or more prices .(Price discrimination)

SUGGESTIONS

From the survey of consumers that is clear that not only consumers demand, attitude and

Satisfaction are not only Controlling factors of the sale of product of the company But

the brand awareness also plays a major role. Kanwal foods and spices should thus focus

on the following points:-

During the analysis I found the company having brand image and people love the

products they offer so, I suggest them to enter into the production of soft drinks, fast

food and dairy products.

To increase its visibility, Kanwal Company can sponsor events.

Tie-up with cable network for reminder advertisements and informing customers

about various sales promotion offer time to time.

Invest more in R&D division as customers expectations are changing rapidly.


Make use of internet (Especially Social network)to spread awareness among consumers

about the brand

Company should overcome or solve the problem of distribution Channels.

Company Should regularly monitor the purchase and order division of the Company.

Company should bring changes in the product differentiation.

Company should reduce the price of the Shahi kheer so, it will moves fast in the market.

Company will improve the quality of the basic spices (Chilli and Haldi)

Replacement policy should design as per the requirements and expectations of the

Retailers as well as wholesalers.

There should be no compromise in quality and the availability of spices.

Let the customers define what attributes are important. Know the customer s

requirements, expectations, and wants.

Benchmark the data against competitors, and identify competitive Strengths and

weaknesses.

To use technology to improve customer service and enable a greater degree of customer differentiation in order to deliver unique customer interactions.

Company might try to stimulate sales by modifying the products characteristics through quality improvement, feature improvement or style improvement.

CONCLUSION

It is concluded that brand equity might be influenced by attribute knowledge more than consu-

mer preference. This may be due to consumer biasness and prejudice, Consumers’ product eva-

-luations are influenced by memory. The biasness can be reduced by having current information

experience and knowledge. Therefore, it’s not surprising that brands that consumers believe

offer superior value are most preferred brands chosen often. Brands with higher equity resulted

in greater preferences and high market shares.


Successful value creation needs successful delivery. If the firm is successful,it might

branch Into new markets and use different channels in different markets. In small

markets, the firm must sell directly to retailers, in large markets, it might sell through

distributors .in short,the channel system evolves as a function of local opportunities

and conditions, emerging threats and opportunities,company resources and capabilities

and other factors .

Price is one of the attribute used by consumers to evaluate a product. Price can sometimes

be an indicator of quality; with a higher price indicating higher quality. Consumers

perceive that a higher price can be attributed to the higher cost of quality control. Some

consumers are highly price sensitive; where by a high prices may shift consumers to

Competitive brands.Therefore price can have a positive or negative influence on

customers.

Sales promotion plays an important role in the competitive market, it pushes the products

into the market at a very rapid speed. It also occupies the good position in the minds of

the customers and will increases the share market of the company.

Bibliography:-

C.R.Kothari Research Methodology, 2nd edition, New Age International

Publishers.

➢ Philip Kotler Principles of Marketing, 13th edit ion, Pearson, New Delhi.


➢ Stephen P. Robbins Organizational Behavior, New Age International Publishers.

Questionnaire

Q.1:- How often do you purchase spices from the market

1. Every 1 month 2.Every 2 month 3. Every 2-3 month 4. Every 3 month or more

Q2:-Which brand(s) of spices do you generally prefer

(According to increasing order of your preference)


a.______________________ b_____________________________

Q.3:- Are you familiar with kanwal brand spices

a) Yes b) No

Q.4:- Do you happen to have used kanwal brand spices at home

A) Yes B) No

Q.5: How would you categorize kanwal brand spices in terms of quality as per The choice

below

a)Excellent b)Good C) Average d) PoorsQ.6:- How would you categorize kanwal brand spices in terms of value of money as per the

choices below

a)Excellent b)Good C) Average d) Poor

Q.7:- If you happen to be a regular users of kanwal brand spices, which of the enlisted

factors (of kanwal Brand spices) influence your preference

a) Quality b) Fame c) Pricing d) Any other

Q.8:- If you are using or have used Kanwal Brand Spices, I would like to ask you as to which

all Kanwal Brand products do you use most often ?

a) Basic Spices b) Blended Spices c) Jams/ Pickles

d) Honey e) Ready-to-cook &instant mixes f) Others(please specify)Q.9:- In case Kanwal Brand Spices are not available in the market due to certain reasons,

which brand of spices, do you buy?

a) ……………………………………….. b)……………………………………………….


Q.10:- Do you believe that Kanwal Brand Spices are better or par with the best spices

available across India under different brand names?

a) Yes b) No

Q.11:- Do you feel or find need for Kanwal Group to improve in terms of quality and pricing?

a) Yes b) No

Q.12:- Do you feel or find need for Kanwal Group to diversify its range of existing products?a) Yes b) No

If yes, please specify which products should Kanwal include or introduce into its

existing range.

Summer Training Report

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