Frontpage and Subsidiaries of Report

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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:

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    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:

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    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

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    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

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    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

    TAB. 4.9 Table showing comparison of VKC products with that of competitors on

    the basis of comfort attribute

    49

    TAB. 4.10 Table showing comparison of VKC products with that of competitors on

    the basis of price attribute

    50

    TAB. 4.11 Table showing comparison of VKC products with that of competitors on

    the basis of design attribute

    51

    TAB. 4.12 Table showing comparison of VKC products with that of competitors on

    the basis of availability attribute

    52

    TAB. 4.13 Table showing comparison of VKC products with that of competitors on

    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

    TAB. 4.25 Table showing comparison of VKC products with that of competitors on

    the basis of technology attribute

    65

    TAB. 4.26 Table showing comparison of VKC products with that of competitors on

    the basis of design attribute

    66

    TAB. 4.27 Table showing comparison of VKC products with that of competitors on

    the basis of varieties of model attribute

    67

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    TAB. 4.28 Table showing comparison of VKC products with that of competitors on

    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

    CH. 4.9 Chart showing comparison of VKC products with that of competitors on

    the basis of comfort attribute

    49

    CH. 4.10 Chart showing comparison of VKC products with that of competitors on

    the basis of price attribute

    50

    CH. 4.11 Chart showing comparison of VKC products with that of competitors on

    the basis of design attribute

    51

    CH. 4.12 Chart showing comparison of VKC products with that of competitors on

    the basis of availability attribute52

    CH. 4.13 Chart showing comparison of VKC products with that of competitors on

    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

    CH. 4.25 Chart showing comparison of VKC products with that of competitors on

    the basis of technology attribute

    65

    CH. 4.26 Chart showing comparison of VKC products with that of competitors on

    the basis of design attribute

    66

    CH. 4.27 Chart showing comparison of VKC products with that of competitors on

    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