Saurabh Chauhan Ppt

8/11/2019 Saurabh Chauhan Ppt

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Submitted to: Ms. Krity Mehta

Submitted by : Saurabh Chauhan(11BBA28)


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Introduction

Products

Objectives

Research methodology Review Literature

Bibliography


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Brand awarenessis 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 target market, brand awareness is

the primary goal of advertising in the early months or years of a product'sintroduction.

Brand awareness is related to the functions of brand identities in

consumers memory and can be reflected by how well the consumers can

identify the brand under various conditions.


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The beginning

It all began on 15th march 1959, which was a warm summer day with the

sun shining brightly in the cloudless sky. A majority of the women

inhabitants of an old residential building in Girgaum (a thickly populated

area of South Bombay), were busy attending their usual domestic chores.

A few of them, seven to be exact, gathered on the terrace of the building and

started a small inconspicuous function. The function ended shortly, the result

- production of 4 packets of Papads and a firm resolve to continue

production. This pioneer batch of 7 ladies had set the ball rolling.


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As the days went by, the additions to this initial group of 7

was ever-increasing. The institution began to grow.

The early days were not easy. The institution has its trialsand tribulation. The faith and patience of the members were

put to test on several occasion - they had no money and

started on a borrowed sum of Rs. 80/-.

Self-reliance was the policy and no monetary help was to be

sought (not even voluntarily offered donations). So work

started on commercial footing.With quality consciousness as

the principle that guided production, Lijjat grew to be the

flourishing and successful organisation that it is today


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About lijjat

Shri Mahila Griha Udyog Lijjat Papad is a Women's

organisationmanufacturing various products from Papad, Appalam,

Masala, Gehu Atta, Chapati, SASA Detergent Powder, SASA Detergent

Cake (Tikia), SASA Liquid Detergent. The organisation is wide-spread, with it's Central Office at Mumbai and

it's 81 Branches and 27 Divisions in different states all over India.

Membership has also expanded from an initial number of 7 sisters from

one building to over 43,000 sisters throughout India.

The success of the organisation stems from the efforts of it's membersisters who have withstood several hardships with unshakable belief

in 'the strength of a woman'.


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Shri Mahila Griha Udyoghas diversified its various activities. Besides it's

world famous papads it also currently has -

A Flour Division at Vashi (Mumbai) where flour is milled from Udad Daland Moong Dal.

A Masala Division at Cottongreen (alongwith a Quality Control Laboratory)at the same place where different kinds of spice powders like Turmeric,Chillies, Coriander and ready mix masala and like Garam Masala, TeaMasala, Pav Bhaji Masala, Punjabi Chole Masala etc. are prepared and

packed in consumer packs.

A Printing Division also at the same place. Lijjat Advertising Division at Bandra (Mumbai)

Chapati Divisions at Bandra, Wadala, Mulund & Kandivali

A Polypropylene set-up at Kashi-Mira Road.

A Detergent Powder and Cakes manufacturing unit at Pune (Sanaswadi) .


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Shri Mahila Griha Udyog Lijjat Papad is synthesis of three different

concepts, namely

(1) The concept of Business (2) The concept of family

(3) The concept of Devotion

All these concept are completely and uniformly followed in this

institution. As a result of this synthesis, a peculiar Lijjat way of thinking

has developed therein.


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The institution has adopted the concept of business from the

very beginning. All its dealings are carried out on a sound

and pragmatic footing - Production of quality goods and at

reasonable prices. It has never and nor will it in the future,

accept any charity, donation, gift or grant from any quarter.On the contrary, the member sisters donate collectively for

good causes from time to time according to their capacity.

Besides the concept of business, the institution along with all

it's member sisters have adopted the concept of mutualfamily affection, concern and trust. All affairs of the

institution are dealt in a manner similar to that of a family

carrying out its own daily household chores.


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But the most important concept adopted by the institution is

the concept of devotion. For the member sisters, employees

and well wishers, the institution is never merely a place to

earn one's livelihood - It is a place of worship to devote one's

energy not for his or her own benefits but for the benefit ofall. In this institution work is worship. The institution is open

for everybody who has faith in its basis concepts.


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Lijjat is the No. 1 player in this segment in all the markets that it is

present. Infact the brand has become generic in nature. The Lijjat name is

synonymous with quality papads. The only other established competitor

in this segment is Tasty. Papad making is a labour intensive and requires low working capital.

Therefore there are hardly any entry barriers in this business. Also there

are a lot of variants of papad based on the regional and local tastes. The

local operators cater to a limited geographical area and appeal the local

taste buds


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Papad

udad with garlic chillies

udad with red cchillies

moong

udad special

moong special Punjabi masale special

Traditional masala

Standard chilli powder

Premium chilli powder

Kashmiri chilli powder Turmeric chilli powder

Coriander powder

Cumin powder

Black pepper powder


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Ready mix masala

Garam masala

Tea masala

Pav bhaji masala

Punjabi chole masala

Jaljeera masala

Fish masala

Chicken masala

Jeera papad

Appalam

Gehu atta


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Detergent Det. powder active white

Det. Powder green

Det. Powder yellow

Dish wash bar

5ltr liquid soap


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To assess the awareness for lijjat papad

To assess the reasons for preferring lijjat as a brand to study the whole

journey of lijjat.

To understand the competitive market of lijjat papad

To analyse and evaluate the satisfaction of customers:

Taste

Quality

Availability


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Type of research : Descriptive Survey Research

Type of Data : Primary and Secondary

Sample Size : 80

Sample Method : Non Probability Sampling Procedure : Convenience Sampling

Tools of Analysis : BAR CHART


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The two important measure of brand awareness is brand recognition andrecall. (Hoyer and Brown, in 1990,)

Kapferer, in 1988 says top of mind awareness is critical as it captures

the consideration set in a given purchase situation. (Laurent, Kapferer

and Roussel, 1995) Study on recall of pictorial advertisements as

compared to non-pictorial advertisements indicate how much more

effective they are rural consumers as compared to urban consumers.

(Velayudhan, 2002) In some studies, brand preference has been equated

with brand loyalty (e.g., Rundle-Thiele and Mackay 2001).


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In other studies, it has been evaluated as a precursor to brand loyalty

(e.g., Odin et al. 2001). Ben-Akiva et al. (1999) define preferences as

comparative judgments between entities. Additional reasons (other than

promotions) why consumers may purchase other brands despite a stated

brand preference include a desire to try and learn more about different

brands in the category; changing needs or situations; variety seeking; andchanges in the available alternatives due to new products or

improvements to existing products (Coulter et al. 2003). Alba and

Hutchison (1987) propose that experts are more likely to search for new

information because (a) expertise increases awareness of the existence of

potentially acquirable information and (b) familiarity reduces the cost ofinformation acquisition.


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Schmidt and Spreng (1996) further postulate that knowledgeincreases the perceived ability to search and therefore shoulddecrease the perceived costs of search. Greater knowledgehas been shown to be positively related to increased

involvement with a category (e.g., Raju et al. 1995). Dunn et al. (1978) viewed advertising from its functional

perspectives;

Morden (1991) is of the opinion that advertising is used toestablish a basic awareness of the product.

Those views of Etzel et al. (1997) coincide with the simplebut all-embracing definitions of Davies (1998) and Arens(1996). Aaker (2000) regarded brand awareness as aremarkably durable and sustainable asset.


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Yee and Young (2001), aimed to create awareness of high fat content of

pies, studied consumer and producer awareness about nutrition labeling

on packaging.

Chen (2001) expressed a different thought on brand awareness that it was

a necessary asset but not sufficient for building strong brand equity.

Beverland (2001) analyzed the level of brand awareness within the New

Zealand market for zespri kiwi fruit.


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www.google.com

Wikipedia

Yahoo.com
http://www.google.com/http://www.google.com/


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