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A STUDY ON BRAND EXTENSION AND ITS EFFECT ON

PARENT BRAND WITH REFERENCE TO VKC GROUP OF

COMPANIES, CALICUT

Submitted in partial fulfilment for the award of the degree of

Master of Business Administration,

University of Calicut

Submitted by

Mr. Anees.C.P

Reg.no.CUAJMGT003

Ms. Prajitha.M

Reg.no.CUAJMGT026

Under the guidance of

Dr.A.K.Sarada

Professor

Department of commerce and management studies

University of Calicut


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DEPRTMENT OF COMMERCE AND MANAGEMENT STUDIES

UNIVERSITY OF CALICUT

Dr.V.K.JANARDHANAN Calicut University

Professor& Head of the Department Malappuram Dist

Kerala State 673635

CERTIFICATE

This is to certify that Mr.Anees.C.P and Ms.Prajitha.M are students of

Department of commerce and Management studies, university of Calicut. The

report titled A STUDY ON BRAND EXTENSION AND ITS EFFECT ON

PARENT BRAND WITH REFERENCE TO VKC GROUP OF

COMPANIES is an authentic record of the project done by them in partial

fulfilment for the award of the degree of the Master of Business Administration,

University of Calicut during the year 2009-2011.

Place: CU Campus Dr.V.K Janardhanan

Date:


3/18

DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES

UNIVERSITY OF CALICUT

Dr.A.K.SARADA Calicut university

Professor DCMS Malappuram Dist

Kerala state -673635

-----------------------------------------------------------------------------------------

CERTIFICATE

This is to certify that Mr.Anees.C.P and Ms.Prajitha.M are bonafide

students of the Department of Commerce and Management Studies,

University of Calicut. This report titled A STUDY ON BRAND

EXTENSION AND ITS EFFECT ON PARENT BRAND WITH

REFERENCE TO VKC GROUP OF COMPANIES is an authentic

record of the project work done by them in partial fulfillment of the

requirements for the award of the degree of Master of Business

Administration, University of Calicut during the year 2009-2011.

Dr.A.K.Sarada

Place: CU Campus

Date:


4/18

DECLARATION

We, Mr.Anees.C.P and Ms.Prajitha.M, hereby declare that this project

report entitled A STUDY ON BRAND EXTENSION AND ITS

EFFECT ON PARENT BRAND WITH REFERENCE TO VKC

GROUP OF COMPANIES has been prepared by us under the guidance

of Dr.A.K. Sarada, professor, Department of Commerce and Management

Studies, University of Calicut in partial fulfillment of the requirements of

the award of Master of Business Administration degree 2009-2011 under

university of Calicut.

We also declare that this report has not been submitted by us fully or

partially for the award of any degree, diploma or any title of recognition

earlier.

Place: CU Campus

Date: Anees.C.P

Prajitha.M


5/18

ACKNOWLEDGEMENT

We have immensely enjoyed doing this project and feel great pleasure

in expressing our sincere gratitude to all those personalities without whose help

and emotional support, this work have been accomplished.

We sincerely appreciate the help of Dr.V K Janardhanan, Professor&

Head of the Department of Commerce and Management Studies,

University of Calicut for giving us permission to do this project.

We acknowledge our sincere and profound gratitude to Dr.A.K.Sarada,

Professor, Department of Commerce and Management Studies, University

of Calicut who was our guide for the project, for providing us the necessary

formal sanction required for carrying out the study and the supervision and

guidance at each stage of this project, without which, this project would not

have been a reality.

We are deeply indebted to Mr.V.K.C Mammed koya(Chairman of

VKC Group of companies)and V.Abdul Razak(Managing Director) who

permited us to do this minor project in their esteemed organization and

Ms.Ashley George(project guide) for extending to us all kinds of help and

guided us through out the preparation of this report.

We also thank all other faculty members of our department and the

librarian for their co-operation and help. We would also like to extent oursincere gratitude to all non-teaching and library staff of DCMS.

We also thank all those respondents who have taken pain in answering

the schedule and spend their valuable time with us for the interviews.

Our endeavors shall remain incomplete if we forget to extent our thanks

to all our friends, family members and the anonymous who helped us during

the project.

Place: CU Campus Anees.C.P

Date: Prajitha.M


6/18

TABLE OF CONTENTS

CONTENTS PAGE

NOLIST OF TABLES

LIST OF CHARTS

CHAPTER1-INTRODUCTION

Introduction 1

Statement of the problem 2

Scope of the study 2

Objectives of the study 2

Research methodology 3

Limitations of the study 5

CHAPTER2- LITERATURE REVIEW

THEORETICAL FRAMEWORK 6

CHAPTER3- INDUSTRY AND COMPANY PROFILE

Industry profile 27

Company profile 33

CHAPTER4-ANALYSIS

Data analysis and interpretation 41

CHAPTER5-FINDINGS AND SUGGESTIONS

Findings 74

Suggestions 75

Summary 76Conclusion 77

BIBLIOGRAPHY 78

APPENDIX

Questionnaire 80


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LIST OF TABLES

TABLE

NUMBER

DETAILS PAGE

NO.TAB. 4.1 Table showing ranking of VKC products on the basis of durability attribute 41

TAB. 4.2 Table showing ranking of VKC products on the basis of comfort attribute 42

TAB. 4.3 Table showing ranking of VKC products on the basis of price attribute 43

TAB. 4.4 Table showing ranking of VKC products on the basis of design attribute 44

TAB. 4.5 Table showing ranking of VKC products on the basis of availability

attribute

45

TAB. 4.6 Table showing ranking of VKC products on the basis of sales attribute 46

TAB. 4.7 Table showing ranking of VKC products on the basis of material quality

attribute

47

TAB. 4.8 Table showing comparison of VKC products with that of competitors on

the basis of durability attribute

48


the basis of comfort attribute

49


the basis of price attribute

50


the basis of design attribute

51


the basis of availability attribute

52


the basis of sales attribute

53


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TAB. 4.14 Table showing comparison of VKC products with that of competitors on the

basis of material quality attribute

54

TAB. 4.15 Table showing effect of various attributes on VeeKeSy 55

TAB. 4.16 Table showing effect of various attributes on VKC stile 56

TAB. 4.17 Table showing effect of various attributes on VKC pride 57

TAB. 4.18 Table showing effect of various attributes on VKC lite 58

TAB. 4.19 Table showing effect of various attributes on VKC smartak 59

TAB. 4.20 Table showing effect of various attributes on VKC slipons 60

TAB. 4.21 Table showing ranking of VKC products on the basis of technology

attribute

61

TAB. 4.22 Table showing ranking of VKC products on the basis of design attribute 62

TAB. 4.23 Table showing ranking of VKC products on the basis of varieties of model

attribute

63

TAB. 4.24 Table showing ranking of VKC products on the basis of material

composition attribute

64


the basis of technology attribute

65



66


the basis of varieties of model attribute

67


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the basis of material composition attribute

68

TAB. 4.29 Table showing acceptance of any other sub brand from VKC group 69

TAB. 4.30 Table showing acceptance of any other sub brand from VKC group if they

adopted premium pricing

70

TAB. 4.31 Table showing impact of customer complaints over placement of orders 71

TAB. 4.32(a) Mean and standard deviation of retailers on the basis of location 72

TAB. 4.32(b) The result of analysis of brand loyalty (Mann-Whitney U test) 73


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LIST OF CHARTS

CHART

NUMBER

DETAILS PAGE

NO.CH. 4.1 Chart showing ranking of VKC products on the basis of durability attribute 41

CH. 4.2 Chart showing ranking of VKC products on the basis of comfort attribute 42

CH. 4.3 Chart showing ranking of VKC products on the basis of price attribute 43

CH. 4.4 Chart showing ranking of VKC products on the basis of design attribute 44

CH. 4.5 Chart showing ranking of VKC products on the basis of availability

attribute

45

CH. 4.6 Chart showing ranking of VKC products on the basis of sales attribute 46

CH. 4.7 Chart showing ranking of VKC products on the basis of material quality

attribute

47

CH. 4.8 Chart showing comparison of VKC products with that of competitors on

the basis of durability attribute

48


the basis of comfort attribute

49


the basis of price attribute

50



51


the basis of availability attribute52


the basis of sales attribute

53


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CH. 4.14 Chart showing comparison of VKC products with that of competitors on the

basis of material quality attribute

54

CH. 4.15 Chart showing effect of various attributes on VeeKeSy 55

CH. 4.16 Chart showing effect of various attributes on VKC stile 56

CH. 4.17 Chart showing effect of various attributes on VKC pride 57

CH. 4.18 Chart showing effect of various attributes on VKC lite 58

CH. 4.19 Chart showing effect of various attributes on VKC smartak 59

CH. 4.20 Chart showing effect of various attributes on VKC slipons 60

CH. 4.21 Chart showing ranking of VKC products on the basis of technology

attribute

61

CH. 4.22 Chart showing ranking of VKC products on the basis of design attribute 62

CH. 4.23 Chart showing ranking of VKC products on the basis of varieties of model

attribute

63

CH. 4.24 Chart showing ranking of VKC products on the basis of material

composition attribute

64


the basis of technology attribute

65



66


the basis of varieties of model attribute

67

CH. 4.28 Chart showing comparison of VKC products with that of competitors on 68


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the basis of material composition attribute

CH. 4.29 Chart showing acceptance of any other sub brand from VKC group 69

CH. 4.30 Chart showing acceptance of any other sub brand from VKC group if they

adopted premium pricing

70

CH 4.31 Table showing impact of customer complaints over placement of orders 71


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CHAPTER 1

INTRODUCTION


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CHAPTER-2

LITERATURE REVIEW


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CHAPTER-3

INDUSTRY AND COMPANY PROFILE


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CHAPTER-4

ANALYSIS


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CHAPTER-5

FINDINGS AND SUGGESTIONS


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APPENDIX

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