marketing project sheet-2

Holy Grace Academy of Management Studies

1.1 INTRODUCTION

Brand awareness is the extent to which a brand is recognized by potential

customers and is correctly associated with a particular product. Here the project “A

Study on the Brand Awareness with reference to Kandamkulathy Vaidyasala,

Kuzhoor".

Brand awareness is the consumers ability to recognize or recall (identify) the

brand within a given product category in sufficient detail to make a purchase decision.

This also means that the consumers can propose, recommended, choose, or use the

brand. The objectives of most advertising campaign are to create and maintain brand

preference. The first step is to make potential consumers aware of a brand's existence.

1.2 STATEMENT OF THE PROBLEM

In this competitive world brand is one of the important factors foe which the

customers give more importance. Today's customers are ready to buy products which

are well established in the market and they don't mind in paying more for the product.

The particular topic `brand image ` is chosen to study the deteriorate sales of

Kandamkulathy Vaidyasala, Kuzhoor and desperate good promotional input that

results in identifying customer attitude. The study helps to obtain suggestions for the

improvement of the products and also helps for finding out the satisfaction level of the

customers.

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1.3 PURPOSE OF THE STUDY

The research is conducted to emerge consumer perceives about

Kandamkulathy Vaidyasala apparels that helps the organization to develop the brand

image of the customers. This study has been conducted in the state of Kerala with

population of two hundred samples respondents from Kuzhoor, Kerala.

1.4. OBJECTIVES OF THE STUDY

Primary Objective

To assess the brand image of the organization among customers of Ayurvedic

products.

Secondary Objective

To know the customers' attitude and opinion towards the company products.

To study the current brand position among customers mind.

To identify the constraints and suggest remedial measures.

1.5. SIGNIFICANCE OF THE STUDY

This study will help to understand the brand image and perception about the

organization and also to evaluate customer satisfaction and attitude in an effective

way. It also gives suggestions on the areas of improvement.

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1.6. SCOPE AND LIMITATIONS OF THE STUDY

1. This study is confined to Kuzhoor village, Thrissur.

2. This study aims at finding the customer opinion about the quality price

and other features of Kandamkulathy Vaidyasala products.

3. This study attempts to analyse the consumer behaviour in relation of

their preference awareness and attitude towards the products.

LIMITATIONS

The results and findings are based on the opinion of respondents of certain

regions, and it cannot be generalized.

The time available for conducting the study was limited

This study is mainly based on primary data collected from the questionnaires.

1.7. INDUSTRY PROFILE

Ayurveda or Ayurvedic Medicine is an ancient system of health care that is

native to the Indian subcontinent. The word “Ayurveda” is a tatpurusha compound of

the word ayus meaning “life” or “life principle”, and the word veda, which refers to

a system of “knowledge of life”. According to Charaka, “life” itself is defined as the

“combination of the body, sense organs, mind and soul, the factor responsible for

preventing decay and death, which sustains the body over time, and guides the

processes of rebirth”. According to this perspective, Ayurveda is concerned with

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measures to protect “ayus”, which includes healthy living along with therapeutic

measures that relate to physical, mental, social and spiritual harmony. Ayurveda is

also one among the few traditional systems of medicine to contain a sophisticated

system of surgery (which is referred to as “salyachikitsa”). Ayurveda is a science

dealing not only with treatment of some diseases but is a complete way of life.

Ayurveda medicine originated in the early civilization of India some 3000 –

5000 years ago. It is mentioned in Vedas, the ancient religious and philosophical

texts that are the oldest surviving healing system. According to the texts, Ayurveda

was conceived by enlightened wise men as system of healing harmoniously and

maintaining the body. Medical historians believe that Ayurvedic ideas were

transported from ancient India to China and were instrumental in development of

Chinese medicines. Ayurvedic practitioners have identified a number of medicinal

preparations and surgical procedures for curing various ailments and diseases, not

completely curable in other system. Many of its methods such as herbs and massage

can be applied to other system too.

EIGHT BRANCHES OF AYURVEDA

Internal medicine – KayachikitsaTantra

Surgery – ShalyaTantra

Ears, eyes, nose and throat – ShalakyaTantra

Pediatrics- KaumarabhrityaTantra

Toxicology – AgadaTantra

Purification of the genetic organs – BajikaranaTantra

Health and longevity – RasayanaTantra

Spiritual Healing/Psychiatry – BhutaVidhya

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Ayurvedic Tastes

Sweet - Madhura

Sour - Amla

Salty - Lavan

Pungent - Katu

Bitter - Tikta

Astringent - Kasaya

AYURVEDIC MEDICINE INDUSTRY IN INDIA

Ayurvedic Medicines are produced by several thousand companies in India,

but most of them are quiet small including numerous neighbourhood pharmacies that

compound ingredients to make own remedies. It is estimated that the total value of

the product from the entire Ayurvedic production in India is on the order of the one

billion dollar (U.S.). in several systems where the allopathic system has drawbacks,

Ayurveda has an answer. The industry has dominated by less than a dozen major

companies for decades, joined recently by a few other that followed their lead, so that

there are today 30 companiesdoing a million dollar or more per year in business to

meet growing demands for Ayurvedic medicines.

The products of these medicines included with the broad category of “Fast

Moving Consumer Goods” (FMCG; which mainly involves food, beverages,

toiletries, cigarettes etc). Most of the larger Ayurvedic medicines suppliers provide

materials other than Ayurvedic internal medicines; particularly in the areas of foods

and toiletries (soap, toothpaste, shampoo etc) there may be some overlapping these

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with Ayurveda, such as having traditional herbal ingredients in the composition of

toiletries. The key suppliers of Ayurveda are Dabur, Vaidyanath and Zandu which

together have about 85% of India’s domestic market. These and a handful of their

companies are mentioned repeatedly by various writers about Ayurveda business in

India.

AYURVEDIC MEDICINE INDUSTRY IN KERALA

Kerala is the cradle of Ayurveda and the traditional system of medicine. The

Ayurvedic manufacturing sector in the state comprises merely 760 units having GMP

certification (report by Ayurvedic Medicine Manufactures Association). Ayurvedic

medicines are produced by several thousand companies in India, but most of them are

quite small. Medical tourism is a thriving activity in the state with huge employment

potential. Kerala had mastered the art of curing through Ayurveda (The traditional

Medical Science) many years ago. Kerala state Medicinal Plant Board has 500

hectares of land under cultivation of medicinal plant to promote cultivation of specific

herbs and medicinal plant to meet future demand. The Ayurvedic manufacturers in

Kerala with the state Government and central assistance areputting up a Rs. 625

crores company to set up a world standard QC lab, R &dD facility for the industrial

benefit with all the modern equipment for advanced drug standardization, Quality and

efficiency. This will also develop own protocols of quality certification equivalent for

the other global standards.

FUTURE SCOPE OF INDUSTRY

Ayurveda as a system of medicine has been in India for centuries but its

growth as an industry has commenced only a few years back; This was mainly on

account of lack of awareness and initiative by its practitioners, industry and even the

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Government. In view of Western and developed countries preference for the natural

and herbal for health and health care is increasing, Ayurvedic science, practice and

industry are great scope of development during 21st century. India with an

agricultural base and scientific expertise can deliver the goods the world needs.

We have knowledge and technology but yet it is not an easy task. Unless we

put sincere, genuine and hard work, benefit will not be forthcoming. There is a

danger that in the race to earn quick money, we may lose bring a bad name to

Ayurveda. There is therefore, a need to Transform Ayurveda into dynamic,

scientifically validated and evidence based which takes its roots from rich knowledge

base oral tradition and scriptures. The major hurdle in the wide acceptability of

Ayurveda and its productions the lack of proper standardization techniques and its

unpreparedness to accept global challenges.

1.8 COMPANY PROFILE

Kandamkulathy Vaidyasala is one of the most popular one in the Ayurvedic

industry. It upholds a rich Ayurvedic tradition in the manufactures of Ayurvedic

medicines treatment of patients and maintaining high quality standards. This tradition

is over 150 years old. Kandamkulathy is the bold initiative of late K.P. Pathrose

Vaidyan who was veteran Ayurvedica physician during his time. Today

Kandamkulathy has grown into a multidivisional entity with 32-patented products

and over300 product ranges. The secret behind efficiency of Kandamkulathy

Products lies in the ancient thaliyolas preserved at Kandamkulathy . Now

Kandamkulathy is a household name among Keralites and its products are

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available in every nook and corner of India. The products of Kandamkulathy

Vaidyasala exported to Germany, London and Middle East Countries.

With a view to protect some of the rarest Ayurvedic plants and herbs

Kandamkulathy is maintaining a herbal garden in a vast area at Kuzhur, Mala.

Kandamkulathy also has high standard Ayurvedic infirmaries both in India and

abroad. These infirmaries offer holistic treatments for the betterment of human life.

Now Kandamkulathy Vaidyasala has progressed significantly and get central excise

award for MOST GROWTHFUL COMPANY. Now Kandamkulathy has six

divisions :-

1. Kandamkulathy Ayurveda Hospital

Valiyaparambu, Mala.

2. Kandamkulathy Hospital Anex

Aluva, Ernakulam

3. Kandamkulathy Ayurveda Treatment Centre

Ernakulam, Munnar, Kumarakam, Kovalam,

Bombay, Muscat, Athirappilly

4. Kandamkulathy Vaidhyasala

Overseas division Corporate Office, Aluva

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5. Kandamkulathy “Plants That Head”

Herbal Division, Periyar Resort,

Thottumugum, Aluva.

6. Publication Division

Kandamkulathy Vaidyasala, Kuzhoor, Mala.

SOCIAL ACTIVITIES OF KANDAMKULATHY VAIDHYASALA

Kandamkulathy Vaidhyasala conducts free medical camps and helps people below

poverty line for building new houses. Kandamkulathy Vaidhyasala has built a herbal

plant collection centre at Kuzhur. The collect herbal plants from the forest and they

supply it to Kudumbasree units with buy back policy. Kandamkulathy Vaidhyasala

gives free treatment for people below poverty line in their hospital at Valiyaparambu,

Aluva, Ernakulam etc. and they also give discounts to poor people 98% workers in the

organization are from Kuzhur Grama Panchayath. They also help in conducting

festivals and school youth festivals etc. Kandamkulathy Vaidhyasala and Cochin

Devaswam Board jointly conduct a program “AmbalaMuttathoru Koovalathai”

ESTABLISHMENT

In 1989 Kandamkulathy Vaidhyasala was established. Kandamkulathy is the

bold initiative of the late K./P. Pathrose Vaidyan who was veteran Ayurvedic

Physician during his time. It has a distinct role to play in the development of

Ayurveda in the state.

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VISION

The statement may apply to an entire company or a single division of that

company. The company’s vision is to be known as one of the biggest Ayurvedic

manufacturing unit in Kerala by selling variety of Ayurvedic products to the

consumers of all age groups. They have also planned to export their products to UAE

and other GWF countries which have a very good market potential.

MISSION

Mission explains what the organization does, for whom and the benefit to be

achieved. Mission defines the fundamental purpose of an organization or enterprise,

basically describing why it exists. It is a short term objective. It is a first written and

it guides the action of the organization. The company’s mission is to poster the health

of customer by manufacturing and supplying quality Ayurvedic product’s with the

state of the current technology.

OBJECTIVES OF THE COMPANY

Improving product quality through technological and methodological

upgradation.

Ensuring systematic communication of consumer feedback towards improving

process control.

Maintaining good degree of quality awareness among the employee through

periodic training program.

Ensuring safe working condition and fulfilling the eminent norm as stipulated

by statutory agencies.

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QUALITY POLICY

We are committed to improve continually and to produce and supply

Ayurvedic medicines that comply our customer perception and delight.

CAPITAL AND MARKET SHARE OF THE COMPANY

The total capital of the company is 2.18 crores. Company got 3-4% market

share in Ayurvedic medicine manufacturing in Kerala.

AWARDS AND CERTIFICATES

1.Central Excise Award (SammanPathra)

2. ISO 9001 – 2000

3. GMP (Good Manufacturing Products) Certificate

NEW PROJECTS

1. Baby Products

2. Medicine for Thyroid

COMPETITORS

The main competitors of Kandamkulathy Vaidhyasala are

Vaidyaratnam Oushadasala

Kottakkal Arya Vaidyasala

Sitharam Pharmacy

Dabur

Ayu: Care

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ORGANIZATIONAL STRUCTURE

Figure 1.8.(a)

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Managing Director

General Manager

Chief Manager

FinanceDept

ProductionDept

MarketingDept

H RDept

R & DDept

FinanceManager

ProductionManager

MarketingManager

H RManager

R & DManager

Clerk Supervisor

AreaManager

WelfareOfficer

Physician

SalesExecutive

Clerk QA & QCChemist

StoreKeeper

LabTechnician

PlantWorkers

Go downKeeper


DEPARTMENT PROFILE

Kandamkulathy Vaidyasala has different departments each department is

controlled and managed by each department heads. Kandamkulathy Vaidyasala has 5

departments. The departments are:

Production department

Marketing department

Finance department

Human resources department

Research and development department

MARKETING DEPARTMENT

Marketing manager is the head of marketing department. Entire control and

management of marketing department is done by marketing manager. Success and

failure of products mainly depend on marketing. In Kandamkulathy there are 28

staffs in marketing department. Marketing department involves mainly marketing

manager, area manager, and sales executives. Marketing manager has a responsibility

to formulate important marketing plans, strategies, procedures etc. Marketing

department of Kandamkulathy mainly focus on these four points “Awareness,

Availability, Price, Quality”

OBJECTIVE OF MARKETING DEPARTMENT

30% growth during this financial year

To increase product sales

To distribute quality product in the

To increase market share

To achieve consumer satisfaction

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STRUCTURE OF MARKETING DEPARTMENT

Figure 1.8.(b)

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Managing Director

General Manager

Chief Manager

Marketing Manager

Area Manager Area Manager

Sales Executive Sales Executive


PRODUCT PROFILE

Kandamkulathy Vaidyasala produces more than 350 products. These products

are generally classified into two categories. They are:

o General Products

o Patented Products

Kandamkulathy products 342 General products and 32 Patented products.

PATENTED PRODOUCTS

Eladilehyam

Eladi cough syrup

Eladi sugar free cough syrup

Eladipediaatric cough syrup

Eladi Granules

Eladicough tablet

Swasa Care

ThenginPookuladiRasayanm

Brahmi rich

MalayichiKuzhambu

Neelika hair tone

Elaneerkuyzhambu

Pothindravakam

Rumassine balm

Rumassine oil

Mother care kit

GENERIC PRODUCTS

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Kashayam

Arishtam

Lehyam and Rasayanam

Churnam

Bhasmam

Oils &kuzhambu

Avarthi

Ghrutham

Cosmetics

MARKETING STRATEGIES IN KANDAMKULATHY VAIDYASALA,

KUZHUR

PRODUCT

Kandamkulathy Vaidyasala produces over 300 products. It includes both general

product and patented products. The company produces traditional medicines and

the medicines that are prepared on medical practice experience. Patented

products include all medicines prepared and developed by Kandamkulathy

Vaidyasala alone. They got sole right to produce the product and not other

companies and individuals as entitled to produce them. The features of the

product of the company are:

High Quality

Suitable to every age group

Easy availability

PRODUCT LINE PRODUCT NO:

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Arishta and Asavas 44

Kashayas 48

Lehyam and Rasayanam 26

Gulikas 38

Churnams 32

Bhasmas 29

Oil &Kuzhambu 76

Grutham 18

Cosmetic 06

PRODUCT QUALITY

Quality of the product means the efficiency of the product to meet the specified

requirements of the consumer in a standardized form. Kandamkmulathy Vaidyasala

has its own quality control policy.

NEW PRODUT DEVELOPMENT

Kandamkulathy Vaidyasala always keeps an eye on preparing new

medicines. They consider the demand from the public for better products available in

the market. Product development starts with product planning. Product planning

embraces all activities that enable a company to determine what product it will met

product development, a more limited term, encompasses the technical activity of

product research, engineering and design. The new project of Kandamkulathy

Vaidyasalaare medicine for children and medicine for thyroid.

PRODUCT IMPROVEMENT

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Product improvement is the process of making the product more

acceptable in the market by adding more quality to the product. Products which are

out fashioned/ out trended can be boosted with product improvement process.

Kandamkulathy Vaidyasala produces two types of products. One type of product is

Ayurvedic medicines, which are to be prepared according to the prescribed format in

Ayurvedic texts. Another type of products is patented products. These products can

be improved, modified and restructured according to the needs of the consumer i.e.,

product can be made more marketable.

PRODUCT PACKAGING

Product packaging is an actof designing and producing the container or

wrapper for a product. Packaging includes appearance labelling. It protect the

product from damage, evaporation etc. the importance of packaging increases these

days because of severe competition in the market.

APPEARANCE

Design or appearance of the product should be attractive. Kandamkulathy

design a product package considering the attractiveness, convenience, factor and cost.

Appearance includes labels, bottles, caps, colours used etc. in the product. Product

design is done by professionals after conducting a lot of studies. The design so

selected on the board meeting is presented before a small group of well-wishers and

collect opinion from them. They also conduct market surveys, which help to decide

the shape, quality, aesthetics etc. of the products.

LABELING

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Labels are the identification marks imprinted in a product. It provides

information about the producer and product. The labelling of the Knadamkulathy

products includes all valuable information relating to the products. It includes:

Name of the product

Ingredients of the product

The way of usage

Price of the product

Address of the manufacture

Company’s brand name

Logo of the company

PRICING

Pricing is the only marketing mix element that produces revenue. The total

revenue of the firm depends on 3 constituents, which may be expressed on the

following formula Profit = (Price of the commodity *quantity sold) – Total cost

A good pricing policy is significant to have maximum sales revenue. In the

pricing of the Kandamkulathy followed the prevailing methods.

The pricing strategy is prevailing methods

Cost of production

Margin of Profit

Competition

Consumer demand

Distributor channel

Government Policy

General economic conditions

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Kandamkulathy decide the price of the product after considering the cost incurred at

various levels of production expenditure, marketing a nominal profit in the finished

product etc. they fix price considering the group for which the product is meant for.

DISTRIBUTION

Distribution refers to bringing the product to the market and giving it to the

final consumer. Distribution is the main factor for sale. Distribution channel of

Kandamkulathy include distributers, agents, retailers etc.

The three type of distribution channels are :-

DISTRIBUTION THROUGH DISTRIBUTER Figure 1.8.(c)

DISTRIBUTION THROUGH AGENCY Figure 1.8.(d)

DISTRIBUTION THROUGH CONSUMER MARKET Figure 1.8.(e)

Kandamkulathy Vaidyasala distributes its products both inside and outside

India Kandamkulathy export their products mainly Middle East country and

Germany. Another important method of distribution of product is Over The Counter

(OTC) method.

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Manufactures Distributors Retailers Consumers

Manufactures Agent Middlemen

Consumers

Manufactures Wholesalers Retailers Consumers


PROMOTION

Promotion is one of the four elements in the marketing mix Simply promotion

is communication between seller and buyer. It involves various activities used to

inform, persuade and remind the target market about a company, its products and its

activities. It motivates the people to buy whatever a company is selling. The main

promotional mixes followed by the company are :-

ADVERTISEMENT

Kandamkulathy fixes a portion of the expenditure in advertisement.

Advertisement includes both visual and audio and also in print media. Audio visual

advertisement boosts the familiarity of the product. Their advertisement is found in

newspapers like Mathrubhumi and ensure complete reach of the company among

households. Door4darshan and other private channel advertise their products./ Their

expenditure on advertisement is fluctuating. They advertise more in

“Aushadhamasam” (June,, July and August) the season of Ayurveda. They also use

other ways to familiarize the product through posters, sample, demonstration and

exhibition.

PUBLIC RELATION

Public relation is a versatile communication tool. It is a set of communication

efforts used to create and maintain favourable relationships between and organization

and its publics. The main task is image building.

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CONDUCTIVE CAMP

Kandamkulathy Vaidyasala conducts camps. Large number of people

participates in the camps. Medicines are distributed to the patients at free cost. It

helps to create awareness among the consumer about the product and company.

SEMINAR DEMONSTRATION AND CLASSES

The information sharing creates knowledge about the product or

company. Kandamkulathy conduct seminar, demonstrations, classes and exhibitions

in different places and it helps the company to get more market for the products.

ETHICAL PROMOTION

Chief physician conducts a program in Jeevan TV once in a week

discussing the specific diseases and suggest remedies for such problems. It enhances

the scope of Kandamkulathy in commercial term.

MARKET RESEARCH

Market research is very important in every business. There are three

different elements, which make them contact with the general market on a regular

basis. The includes

Sales Executives

Area Managers

Distributors

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QUALITY MANAGEMENT

Quality Management of Kandamkulathy products is maintained from

collecting the ingredients to shaping the find product experts collect ingredients.

They collect good quality products and are carefully processed. Processing is

monitored by experienced hands in a more effective way. The product that fulfils

required quality sent to market.

CONSUMER SATISFACTION PROGRAMMES

Kandamkulathy considers consumer as a king. They know they exist on

consumers. Kandamkulathy tries to give maximum satisfaction to consumers by

providing quality products and by quoting reasonable prices. Kandamkulathy makes

the consumers to contact individually through feedback forms. Feedbacks are

collected through:

Feedback form

Interviews

Letter and suggestions from well wishers

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INTRODUCTION

A literature review is designed to identify related research, to set the current

research project within a conceptual and theoretical context. Determine what the most

credible research journals are in the topical area and start with those. It may come

across other similar studies that might not have been included. The study would not

be judged credible if it ignored a major construct. The literature review will help to

find and select appropriate measurement instruments. It will be readily seen what

measurement instruments researchers had used themselves in contexts similar to this

project.

Brand Awareness

Brand awareness is the extent to which a brand is recognized by potential customers

and is correctly associated with a particular product. Expressed usually as a

percentage of the target market, brand awareness is the primary goal of advertising in

the early months or years of products introduction.

Brand awareness is related the functions of brand identities in consumers memory and

can be reflected by how well the consumers can identify the brand under various

conditions. Brand awareness includes brand recognition and brand recall

performance. Brand recognition refers to the ability of the consumers to correctly

differentiate the brand they previously have the exposed to. This does not necessarily

require that the consumers identify the brand name .instead, it often means that

consumers can response to a certain brand after viewing its visual packaging images.

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Brand recall refers to the ability of the consumers to correctly generate and retrieve

the brand in their memory.

Levels of Brand Awareness

1.Brand Recognition : This level is the first stage of brand awareness. It is when the

consumers can recognize a specific brand among others “aided recall”. Aided recall

can also be explained as a situation where a set of given brand names from a given

product class is shown . the task is then to identify recognized names. Brand

recognition is major when consumers face the buying procedures.

2. Brand Recall : This is upon the consumers to name the trade mark in a product

class apart from level one this is an “unaided recall” since there are not given any

examples of specific brand. The role of brand recall can also be vital for regularly

purchased products like coffee, ditergent and headache remedies for which brand

decisions usually are made prior going to the store. Further on, in some categories

such as( cereal) there are so many recognised alternatives that the shopper is over

whelned.

3. Top of Mind : A brand that is “top of mind” is the first brand that consumers think

of within a given product class (aaker,1991). Brand awareness is important since a lot

of the consumers feel that is the brand is well known it has good quality. Most

important is not that the brand is well known, it is what it is known for (melin,1999).

Further , awareness is a very important brand advantage, but it cannot sell the

products, especially not if the product is new (aaker,1991). In the literature there are

many facts that showed that brand awareness affects consumers choice and their by

their choice of brand.

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Measures of Brand Awareness

1. Aided awareness: this type of awareness is generated in a consumer. When

asked about a product category if the consumer is aided with a list of company

names and he recognises the company the given set it is categorised as aided

awareness.

2. Spontaneous awareness: when asked about a product category, the

consumers are asked to list brands they know without any cues.

3. Top of the Mind Awareness: when the name of the company is automatically

recollected because the consumers very promptly associates the brand with

the product category , it is called a top of the mind awareness of the product.

Its the first brand name listed by the consumers when asked to name brands.

They know without any cues.

Channels of Brand Awareness

There are many ways to generate brand awareness in the consumers. Listed

below are 4 such channels:

Advertising is the activity or profession of producing information for

promoting the sale of commercial products or services .advertising is used

through varies medias to generate brand awareness within consumers. They

can be aired as radio ads, television, commercials, internet etc.

Brand

Consumers view brand as an important part of the products and brand might

add value to the product. Brand equity is the value of a brand for both

consumers and companies. To find factors that influence consumers ‘brand

choice, the concept of brand and brand theories where investigated. First ,

brand is defined.

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One of the brands purposes is to be an identified to the product and services so

that it can be separated from other products and services in the same category.

In that way, just by seeing the name or the logo , the customer gets a product.

The brand knowledge in a work as a protection both for the customer and the

manufacturer(aaker,1991).

Brand Equity

More and more company leaders and market executives and groups like

finance analyst , start to realise the value of branding. Brand equity can be

divided into 5 classes

1.brand loyalty : people are bound to brand which decreases the weakeness to

other brands movement.

2.Name awareness: a known brand has more chance to be selected bought

before an unknown brand, just because the reliability and familiarity to the

recognised brand.

3. perceived quality: How a brands quality is seen by customers. Good quality

can also mean higher price and abetter gross margin. How to measure quality

in different industries vary.

4.Brand association : a symbol or character that symbolises a specific brand.

5 other proprietary brand assets: some thing that discerns a specific brand from

others: patents, trademarks ,relationship, channels etc.

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SUMMARY OF ARTICLES

Article -1

Results of a controlled experiment on the role of brand awareness in the

consumer choice process showed that brand awareness was a dominant choice

heuristic among awareness-group subjects. Subjects with no brand awareness tended

to sample more brands and selected the high-quality brand on the final choice

significantly more often than those with brand awareness. Thus, when 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. However, building brand awareness is a viable strategy

for advertising aimed at increasing brand-choice probabilities. (Wayne D. Hoyer and

Steven P. Brown,1990)

Article -2

Despite the importance of brand awareness to brand choice, consumer

researchers have given little attention to developing an understanding of awareness as

a construct. Focusing on brand awareness in memory-based situations (i.e., where the

brands must be brought to mind), this paper reports on a qualitative research project

that explores how brands come to mind in a variety of choice situations. A subsequent

quantitative study shows that associates identified in the qualitative research act as

cues, and that brand awareness varies significantly depending on the cues that are

salient. (Stephen S. Holden.,1993)

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Article - 3

In 1987 Rossiter and Percy wrote “Brand awareness is widely misunderstood

and often wrongly measured, even by experienced managers” (p41). Yet brand

awareness is covered in most texts on advertising measurement, it is a central part of

the popular hierarchy of-effects advertising model, and marketing managers claim it

as an important goal of their communications activities (Kelly 1991). This paper

discusses recent theoretical developments which attempt to explain the role which

brand awareness plays and then presents empirical findings concerning how

Australian managers utilise brand awareness as a measure of marketing and

advertising effectiveness. (Emma Macdonald and Byron Sharp,1996)

Article - 4

A model is described that helps guide advertising strategy, based upon

careful attention to brand awareness and brand attitude. In this model, an important

distinction is drawn between recognition brand awareness and recall brand

awareness. Brand attitude strategy is seen as reflecting an interaction between a

potential consumer's involvement with the purchase decision and the underlying

motivation to purchase. (Larry Percy and John R. Rossiter,1992)

29


Article -5

This article is a replication of a study of Hoyer and Brown that used a controlled

experiment to examine the role of brand awareness in the consumer choice process.

The replication used the same methods, but with a different (but similar) product

category, a larger sample, and a sample group that included experienced as well as

inexperienced consumers. Results support the original study's findings that brand

awareness is a dominant choice tactic among awareness group subjects. Subjects

choosing from a set of brands with marked awareness differentials showed an

overwhelming preference for the high awareness brand, despite quality and price

differentials. They also made their decisions faster than subjects in the nonawareness

condition and sampled fewer brands. In a surprising finding, respondents use of the

awareness choice heuristic did not seem to decline steadily over repeated choice trials,

but rather showed something of a U-shaped pattern, with subjects returning to the

high awareness brand in the latter choice trials. Little support was found for Hoyer

and Brown's finding that subjects in the no brand awareness conditions chose the

quality brand on the final trial more often that those in the awareness differential

conditions. In summary, awareness differentials seem to be a powerful influence on

brand choice in a repeat purchase consumer product context. Consumers show a

strong tendency to use awareness as a heuristic and show a degree of inertia in

changing from the habit of using this heuristic.( Emma K Macdonald and Byron M

Sharp,2000)

30


3.1 INTRODUCTION

According to Robert Ross, “research is essentially an investigation, a

recording and an analysis of evidence for the purpose of gaining knowledge.”

Research methodology is the way which systematically solves the research

problem. It includes gathering data, use of statistical techniques, interpretations, and

drawing conclusion about the research data. It is a blue print, which is followed, to

complete the study.

3.2 RESEARCH DESIGN

The research design is simply a specific presentation of the various steps in the

process of research in fact; the research design is the conceptual structure within

which research is conducted

EMPIRICAL RESEARCH DESIGN

Empirical research is research using empirical evidence. It is the way of

gaining knowledge by means of direct or indirect observations or experience.

3.3 POPULATION OF THE STUDY

The entire aggregation of item from which samples can be drawn is known as

population. The population of this study is 200 customers of ayurvedic products.

31


3.4 SAMPLING

SAMPLING METHOD

The population is infinite; the complete enumeration is not possible. To

overcome these difficulties of complete enumeration, a part of fraction is selected

from the population which is called sample and the process of such selection is called

sampling. So sampling can be defined as the process of selecting a representative

portion of the population for analysis.

CONVENIENCE/CHUNK SAMPLING

Here, chunk is a convenient slice of a population that is commonly referred to

as a sample. It is obtained by selecting convenient population units into the sampling

space. This method may be found to be more in use when researcher is confronted by

the constraints (limiting factors) like time and mobility capacity to move or travel in

and for the conduct of the research. It's simple and quick nature. The merit of

convenience sampling is suitable when the universe is not clearly defined.

SAMPLE SIZE

The sample of this study is 50 customers of Ayurvedic Products and I have tried

to include customers of different ages and gender.

32


3.5 DATA COLLECTION

PRIMARY DATA

These are original sources from which the researcher directly collects data that

have not been previously collected. Primary data were obtained by personal interview

with management personnel, customers of Kandamkulathy Vaidyasala. In this project

questionnaire have been used.

SECONDARY METHOD

Secondary data is collected from various sources such as reports, publications etc,

to find out the profile of the company and its functioning. In this project secondary

data was obtained from published and unpublished sources such as journals,

textbooks, internet publications and magazines.

3.6 STATISTICAL TREATMENT

The researcher conducted the analysis by collecting the opinions from the

available sample size and then using the Simple Percentage Analysis Method.

3.7 SOFTWARE USED FOR THE ANALYSIS

This project research used the MS Excel Software in order to analyze the data

and find out the conclusions.

33


4.1 INTRODUCTION

After processing of data, the next step is the analysis of data. By analysis we

mean the computation of certain indices or measures along with searching for patterns

of relationships that exists among the data groups. Analyses, particularly in case of

surveyor experimental data, involve estimating the values of unknown parameters of

the population and testing of hypothesis for drawing inferences.

Empirical Methodology is largely the study of distributions of one valuable.

This study provides us with profiles of companies, work groups persons and other

subjects on any of multitude characteristics such as size, composition, effectively,

preferences. Inferential analysis is concerned with the various tests of significance for

testing hypothesis in order to determine with what validity data can be set to indicate

some conclusions. It is also concerned with the estimated of population values. It is

mainly on the basis of inferential analysis that the task of interpretation (i.e., the task

of drawing inferences and conclusions) is performed.

In the present study, data were analyzed by percentage analysis and graphical

representation. Data collected were tabulated and converted in to percentage. Then

the percentage shown graphically with the help of Ms Excel. Finally inference should

be drawn on the basis of tabulated data and charts.

34


4.2 TABLES AND THEIR INTERPRETATIONS

4.2.1. Classification of the respondents with respect to demographic factors -

Age.

TABLE NO.4.2.1- Table showing the percentage of the respondents with respect to

their Age.

AGE FREQUENCY PERCENTAGE

Below 25 years 8 16%

26-35 years 12 24%

36-45 years 10 20%

46-55 years 15 30%

above 56 years 5 10%

TOTAL 50 100%

CHART NO.4.2.1- Chart showing the percentage of the respondents with respect to

their Age.

below 25 years

26-35 years

36-45 years

46-55 years

above 56 years

0% 5% 10% 15% 20% 25% 30% 35%

16%

24%

20%

30%

10%

Respondents - Age

PERCENTAGE

AGE

Figure 4.1.1

INTERPRETATION

From the above table, large number of the respondents (30%) are the age group 46 to

55 years. The least respondents (10%) belong to age above 56 years.

35


4.2.2. Classification of the respondents with respect to demographic factors -

Age.

TABLE NO.4.2.2- Table showing the percentage of the respondents with respect to

their Gender.

GENDER FREQUENCY PERCENTAGE

MALE 24 52%

FEMALE 26 48%

TOTAL 50 100%

CHART NO.4.2.2- Chart showing the percentage of the respondents with respect to

their Gender.

36


52%

48%

Respondents - Gender

FEMALEMALE

Figure 4.2.2

INTERPRETATION

From the above table, 52% respondents are Female and 48% respondents are Male

among the respondents taken for the survey.

4.2.3 Most familiar brand among Ayurvedic products.

TABLE NO.4.2.3- Table showing Most familiar brand among Ayurvedic products

BRANDS FREQUENCY PERCENTAGE

Kottakkal 49 98%

37


Vaidyaratnam 48 98%

Dhanwantari 14 28%

Sitaram 48 96%

Oushadhi 5 10%

Kandamkulathy 38 76%

Calculation:

Percentage=No.of Responses¿One Brand ¿Maximum No .of Respondents possible

∗100

CHART NO.4.2.3- Chart showing Most familiar brand among Ayurvedic products

Kottakkal

Vaidyaratnam

Dhanwantari

Sitaram

Oushadhi

Kandamkulathy

0% 20% 40% 60% 80% 100% 120%

98%

98%

28%

96%

10%

76%

MOST FAMILIAR BRAND

PERCENTAGE

BRAN

DS

Figure 4.2.3

INTERPRETATION

38


From the above table, the 98% of the respondents are familiar of the brand

Vaidyaratnam and Kottakkal, and the least is that of the Oushadhi. Kandamkulathy is

familiar only to 76% of the respondents.

4.2.4. Number of Kandamkulathy customers among the respondents taken for

survey.

TABLE NO. 4.2.4-The table shows the number of Kandamkulathy customers among

the respondents taken for survey.

RESPONSES FREQUENCY PERCENTAGE

Yes 35 70%

No 15 30%

TOTAL 50 100%

CHART NO. 4.2.4- The Chart shows the number of Kandamkulathy customers

among the respondents taken for survey.

70%

30%

Satisfaction towards Ads

YesNo

Figure 4.2.4.

INTERPRETATION

39


From the above table, it is clearly found that 70% of the respondents have purchased

Kandamkulathy products, whereas, 30% of the respondents have not purchased

Kandamkulathy products.

4.2.5. Sources how the respondents come to know about the brand

Kandamkulathy.

TABLENO.4.2.5- Table showing the sources how the respondents come to know

about the brand Kandamkulathy.

SOURCES FREQUENCY PERCENTAGE

Newspaper/Magazine ads20 40%

Bill Boards16 32%

TV/radio ads9 18%

Friends/relatives5 10%

Internet0 0%

TOTAL 50 100%

CHART NO.4.2.5- Chart showing showing the sources how the respondents come to

know about the brand Kandamkulathy.

Newspaper/Magazine ads

Bill Boards

TV/radio ads

Friends/relatives

Internet

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

40%

32%

18%

10%

0%Sources of Awreness

PERCENTAGE

SOUR

CES

Figure 4.2.5.

INTERPRETATION

40


From the above table, 40% of the respondents came to know about the brand

Kandamkulathy through advertisements published on newspapers and magazines.

4.2.6. The last purchase made with the Kandamkulathy products.

TABLE NO.4.2.6- The table shows the last purchase made with the Kandamkulathy

products.


under 1 month7 14%

1-6 months6 12%

6 months to 1 year1 2%

not sure21 42%

Have not purchased yet 15 30%

TOTAL 50 100%

CHART NO. 4.2.6- The chart shows the last purchase made with the Kandamkulathy

products.

under 1 month

1-6 months

6 months to 1 year

not sure

Have not purchased

yet

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

14%

12%

2%

42%

30%Last Purchase Done

PERCENTAGE

RESP

ON

SES

Figure 4.2.6.

INTERPRETATION

41


From the above table, 42% of the respondents are not sure about their last purchase of

Kandamkulathy products. Only 14% of them have purchased under 1 month. 30%

have not purchased Kandamkulathy products yet.

4.2.7. The attributes that associate with Kandamkulathy products.

TABLE NO.4.2.7- The table shows the attributes that associate with Kandamkulathy

products.

ATTRIBUTES FREQUENCY PERCENTAGE

affordable prices8 16%

good quality10 20%

Advertisements16 32%

Offers1 2%

Others 15 30%

TOTAL 50 100%

CHART NO.4.2.7- The Chart shows the attributes that associate with


affordable prices

good quality

Advertisements

Offers

Others

0% 5% 10% 15% 20% 25% 30% 35%

16%

20%

32%

2%

30%

Preferred Attributes

PERCENTAGE

ATTR

IBUT

ES

Figure 4.2.7.

INTERPRETATION

42


From the above table, 32% of the respondents find that Advertisements provided by

the Kandamkulathy Vaidyasala on their products and services are the most preferred

attribute for purchase. 2% respondents have mentioned that the Offers provided are

not so beneficial.

4.2.8. List of Kandamkulathy products used by the respondents.

TABLE NO.4.2.8.- The table shows the list of Kandamkulathy products used by the

respondents.

PRODUCTS FREQUENCY PERCENTAGE

Eladi 19 38%

Chyavanaprasam 1 2%

Brahmi Rich 2 4%

Kumkumadi 10 20%

Swasa Care 0 0%

None of These 15 30%

Others 3 6%

TOTAL 50 100%

CHART.NO.4.2.8.- The Chart shows the list of Kandamkulathy products used by the

respondents.

Eladi

Chyavanaprasam

Brahmi Rich

Kumkumadi

Swasa Care

None of These

Others

0% 5% 10% 15% 20% 25% 30% 35% 40%

38%

2%

4%

20%

0%

30%

6%

Most used product

PERCENTAGE

PRO

DUCT

S

Figure 4.2.8.

43


INTERPRETATION

From the above table, 38% of the respondents have purchased Eladi products whereas

only 2% of them have purchased Chyavanaprasam. 30% of the respondents have not

purchased any of their products yet.

4.2.9. How familiar is the LOGO of Kandamkulathy Vaidyasala products.

TABLE NO.4.2.9.- The table shows how familiar is the LOGO of Kandamkulathy

Vaidyasala products.


Definitely Not 14 28%

Probably Not 16 32%

Not Sure 15 30%

Probably 2 4%

Definitely 3 6%

TOTAL 50 100%

CHART NO.4.2.9. - The chart shows how familiar is the LOGO of Kandamkulathy

Vaidyasala products.

44


Definitely Not

Probably Not

Not Sure

Probably

Definitely

0% 5% 10% 15% 20% 25% 30% 35%

28%

32%

30%

4%

6%

Familiarity with LOGO

PERCENTAGE

RESP

ON

SES

Figure 4.2.9.

INTERPRETATION

From the above table, 32% of the respondents are Probably NOT familiar with the

Kandamkulathy LOGO. Only 6% of them are Definitely familiar.

4.2.10. How familiar is the TAGLINE of Kandamkulathy Vaidyasala products.

TABLE NO.4.2.10.- The table shows how familiar is the TAGLINE of

Kandamkulathy Vaidyasala products.


Definitely Not 25 50%

Probably Not 11 22%

Not Sure 12 24%

Probably 2 4%

Definitely 0 0%

TOTAL 50 100%

45


CHART NO.4.2.10.- The chart shows how familiar is the TAGLINE of

Kandamkulathy Vaidyasala products.

Definitely Not Probably Not Not Sure Probably Definitely0%

10%

20%

30%

40%

50%

60%

50%

22% 24%

4%0%

Familiarity with Tagline

RESPONSES

PERC

ENTA

GE

Figure 4.2.10

INTERPRETATION

From the above table, majority of the respondents (50%) are Definitely NOT familiar

about the Kandamkulathy Tagline. Only 4% of the respondents taken for the survey

are familiar with it.

4.2.11. Position of the brand Kandamkulathy in the minds of the respondents.

TABLE NO. 4.2.11. - The table shows the position of the brand Kandamkulathy in

the minds of the respondents.


Particular Ad 12 24%

Logo 5 10%

Tagline 0 0%

Particular product 8 16%

Others 0 0%

TOTAL 50 100%

46


CHART NO. 4.2.11.- The chart shows the position of the brand Kandamkulathy in

the minds of the respondents.

Particular Ad Logo Tagline Particular product

Others0%

5%

10%

15%

20%

25%

30%

24%

10%

0%

16%

0%

Brand Position Factors

FACTORS

PERC

ENTA

GE

Figure 4.2.11.

INTERPRETATION

From the above table, 24% of the respondents have mentioned that a Particular

Advertisement comes to their minds when they hear the brand Kandamkulathy.

4.2.12. Satisfaction level on the Quality of Kandamkulathy products.

TABLE NO 4.2.12. - The table showing the satisfaction level on the Quality of


OPINION RESPONSES (Out of 35) PERCENTAGE

Poor 1 2.85%

Fair 1 2.85%

Good 5 14.29%

47


Very Good 8 22.86%

Excellent 20 57.15%

TOTAL 35 100%

CHART.NO.4.2.12.- The chart showing the satisfaction level on the Quality of


Poor Fair Good Very Good Excellent0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%

2.85% 2.85%

14.29%22.86%

57.15%

Satisfaction with Quality

OPINION Among 35 Customers

PERC

ENTA

GE

Figure 4.2.12.

INTERPRETATION

From the above table, 57.15% of the Kandamkulathy product users say that they are

Satisfied with these products and rate 'Very Good' Position. Only few of them say that

the quality is Poor.

4.2.13. Satisfaction level on Kandamkulathy products from last purchases.

TABLE NO 4.2.13- The table shows the satisfaction level on Kandamkulathy

products from last purchases.

RATING RESPONSE PERCENTAGE

0th 15 30%

1st 0 0%

2nd 2 4%

3rd 15 30%

48


4th 12 24%

5th 6 12%

TOTAL 50 100%

CHART.NO.4.2.13- The chart shows the satisfaction level on Kandamkulathy

products from last purchases.

0th

1st

2nd

3rd

4th

5th

0% 5% 10% 15% 20% 25% 30% 35%

30%

0%

4%

30%

24%

12%

Rating on Last Purchase

PERCENTAGE

RAN

KIN

GS

Figure 4.2.13.

INTERPRETATION

From the above table, 30% of the respondents have rated 3rd position for the

Kandamkulathy products that they have consumed. Those respondents who have not

yet purchased had mentioned 0th place for Kandamkulathy.

4.2.14. How likely the respondents will buy the Kandamkulathy products in the

future.

TABLE.NO.4.2.14. - The table shows how likely the respondents will buy the

Kandamkulathy products in the future.


Very Unlikely 0 0%

Somewhat Unlikely 2 4%

Not Sure 8 16%

49


Somewhat Likely 17 34%

Very Likely 23 46%

TOTAL 50 100%

CHART NO.4.2.14 - The chart shows how likely the respondents will buy the

Kandamkulathy products in the future.

Very Unlikely

Somewhat Unlikely

Not Sure

Somewhat Likely

Very Likely

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

0%

4%

16%

34%

46%

Future Purchase

PERCENTAGE

RESP

ON

SES

Figure 4.2.14

INTERPRETATION

From the above table, 80% of the respondents are Likely sure about their future

purchase of Kandamkulathy products (46%-Very Likely and 34%- Somewhat Likely).

only 4% of them are Somewhat Unlikely Sure about their purchase while 16% are

Not Sure.

4.2.15. Further recommendations about the Kandamkulathi product(s) to

friends, relatives & others.

TABLE.NO.4.2.15- This table shows the percentage of the respondents who would

further recommend the Kandamkulathi product(s) to their friends, relatives& others.

OPINION FREQUENCY PERCENTAGE

Yes 35 70%

50


No 15 30%

TOTAL 50 100%

CHART.NO.4.2.15- This chart shows the percentage of the respondents who would

further recommend the Kandamkulathi product(s) to their friends, relatives& others.

OPINION

YESNO

Figure 4.2.15.

INTERPRETATION

From the above table, it clearly shows that 70% of all respondents who have used the

product(s) will recommend the Kandamkulathy Vaidyasala products to their friends,

relatives & others. Instead only those 30% who have not purchased Kandamkulathy

products say 'No'.

5.1 SUMMARY OF FINDINGS

1. 30% of the respondents are the age group 46 to 55 years. The least respondents

(10%) belong to age above 56 years.

2. 52% respondents are Female customers and 48% respondents are Male customers.

51


3. 98% of the respondents are familiar of the brand Vaidyaratnam and Kottakkal,

and the least is that of the Oushadhi. Kandamkulathy is familiar only to 76% of

the respondents.

4. 70% of the respondents have purchased Kandamkulathy products, whereas, 30%

of the respondents have not purchased Kandamkulathy products.

5. 40% of the respondents came to know about the brand Kandamkulathy through

advertisements published on newspapers and magazines.

6. 42% of the respondents are not sure about their last purchase of Kandamkulathy

products. Only 14% of them have purchased under 1 month. 30% have not

purchased Kandamkulathy products yet.

7. Majority of the respondents find that Advertisements provided by the

Kandamkulathy Vaidyasala on their products and services are the most preferred

attribute for purchase. The respondents have mentioned that the Offers provided

are not so beneficial.

8. 38% of respondents have purchased Eladi products whereas only 2% of them have

purchased Chyavanaprasam. 30% of the respondents have not purchased any of

their products yet.

9. 32% of the respondents are Probably NOT familiar with the Kandamkulathy

LOGO. Only 6% of them are Definitely familiar.

10. Majority of the respondents (50%) are Definitely NOT familiar about the

Kandamkulathy Tagline. Only 4% of the respondents taken for the survey are

familiar with it.

11. 24% of the respondents have mentioned that a Particular Advertisement comes to

their minds when they hear the brand Kandamkulathy.

52


12. From the above table, 57.15% of the Kandamkulathy product users say that they

are Satisfied with these products and rate 'Very Good' Position. Only few of them

say that the quality is Poor.

13. 30% of the respondents have rated 3rd position for the Kandamkulathy products

that they have consumed. Those respondents who have not yet purchased had

mentioned 0th place for Kandamkulathy.

14. 80% of the respondents are Likely sure about their future purchase of

Kandamkulathy products (46%-Very Likely and 34%- Somewhat Likely). only

4% of them are Somewhat Unlikely Sure about their purchase while 16% are Not

Sure.

15. Out of the respondents, the consumers of Kandamkulathy (70%) will recommend

their products to their friends, relatives & others. Instead only those 30% of the

respondents who have not purchased Kandamkulathy products say 'No'.

16.

53


5.2 SUGGESTIONS

1. The company should focus on more advertisements for creating better

awareness among the people.

2. Company should take necessary steps to ensure that the marketing measures

adopted by them are most beneficial and effective.

3. The company should focus on sales promotion activities, like the offers,

schemes to push the products for the increasing sales and should focus on

doctor level promotions as they are potential customers.

4. Kandamkulathy Vaidyasala should increase the number of products in patent

products which would lead to increase in further sales.

5. The company can take measures on adopting a Brand Ambassador thereby

creating greater attention among the people.

6. Even though the respondents have felt the Quality of these products to be

more effective, the brand must take improvement measures in the case of

Sales Promotional activities and Benefits so that more awareness will be

created through the users and also will let them for future purchases.

54


5.3 CONCLUSION

Accomplishing this project on brand awareness, it was an excellent knowledge

gaining experience.

Brands are now a central feature of consumer marketing, they are important in

building long-term relationships with the consumer, irrespective of the type of market.

Their importance is now also recognized in other markets including service and

industry. Brand awareness is the combination of promotion, satisfaction, brand

association, quality and other services. So it is important to measure the above

mentioned parameters to understand the brand awareness.

In conclusion, I would say that the brand Kandamkulathy is quite known to

only a small portion of people. Kandamkulathy Vaidyasala has built its awareness

among people to a small extent. The customers are aware of their products with the

help of TV/Radio Ads, Print Media and others. The brand still has a way to increase

its advertising channels to reach the relatively large number of people. The findings of

the study can be utilized by the Ayurveda industry to bring in more appeal to the

customers. Therefore it was able to understand the importance of the brand awareness

and the impact of brand awareness.

55