PROJECT REPORT

VKC PRIDE

DESIGN OF THE STUDY

Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but sales is only one part of marketing.. Today is a world of stiff competition and surviving this competition is a difficult task. In case of footwear industry, this competition is still more as there are innumerable competitors in the market.

Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying. The project attempted to know the THE EFFECTIVENESS OF ADVERTISEMENT IN VKC GROUP OF COMPANIES WITH SPECIAL REFERENCE TO VKC PRIDE and to find how much the advertisement affect purchasing decision, which mode can highly influence people .It is clear that the advertisement can play a crucial role in the purchasing decision of customers.

DCMS

MES KALLADI COLLEGE

PROJECT REPORT STATEMENT OF THE PROBLEM The problem titled, THE

VKC PRIDE

EFFECTIVENESS

OF

ADVERTISEMENT IN VKC GROUP OF COMPANIES WITH SPECIAL VKC PRIDE is an attempt to know how far the advertisement influence the purchasing decision of a customer. Today, there is a stiff competition in the field of advertisement. The main aim of the study is to analyze how far the advertisement reach the customers, which media influence them more, what element of the advertisement attracted them more and thus to know the customers reaction in various respects. OBJECTIVES OF THE STUDY Primary objective: To examine the effectiveness of advertisement on VKC Pride footwear business Secondary objective: To analyse, which media of advertisement is more influencing and inspiring the customers in purchasing VKC Pride footwear To know about the different factors affecting the purchasing decision. To understand customer response about VKC Pride To know the impact of advertisements on sales.
DCMS 2 MES KALLADI COLLEGE

PROJECT REPORT SCOPE OF THE STUDY

VKC PRIDE

The study covers approaching the customers in Malappuram district by taking a sample size of 50 customers. The customers perspectives towards promotional activities can be applied to the whole population concerned. A business exists only because of its customers. Organizations may have different categories of

consumers. For monitoring them, the firm should have constant contact with their customers and revise the promotional activities to keep a good relationship with customers. The study will help the organization to gain valuable opinion for the betterment of sales. It will also help to focus on areas that need more attention than the present. RESEARCH METHODOLOGY Methodology is the systematic procedure involved in conducting a research process. It deals with research design, data collection methods and various statistical tools. RESEARCH DESIGN: Research design is a plan to answer whom, when, where, and how the subject under investigation conceived so as to obtain answers to research questions. The type of research design involved in this study is descriptive research studies.
DCMS 3 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

DATA COLLECTION Both secondary data and primary data were used to examine the impact of advertisement on sale of footwear. A pilot study was conducted to select sample and get some insight regarding topic. The data are classified as:

Primary data: The source through which the data is collected mainly for the study is primary data. Information are gathered through systematic questionnaire. Data was collected with face to face interaction with respondent. Secondary data: Secondary data, on the other hand, is those which have already been collected by someone else and which already been passed through the statistical process. Secondary data pertaining to this study was obtained from company documents, broachers, websites etc.

DCMS

MES KALLADI COLLEGE

PROJECT REPORT SAMPLE DESIGN

VKC PRIDE

A Sample design is a definite plan for obtaining a sample from given population. It refers to the technique or the procedure the researcher would adopt in selection items for the sample.

Population

The population represents the

customers of VKC Pride footwear of Malappuram district.

Sample size
respondents.

The sample size consists of 50

Sampling technique
convenience sampling.

The sampling technique used is

Period of study
weeks. TOOLS FOR STUDY

The study covers a period of three

The data after collection has to be processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. The term analysis refers to the computation of certain measures along with searching for patterns of relationships that exist among data groups. Percentage analysis Graphs and diagrams
DCMS 5 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

LIMITATIONS OF THE STUDY

The study was conducted within a short period of time, so time was the major limiting factor. In house data has been very secretive and this short coming can be reflected in the analysis. The result of the study is applicable only for this company and not suited for other companies. Analysis is made only for the future variation in all aspects may be affecting the study. The whole analysis is based on the response of the respondents which may be biased. Casual handling of some of the questions by the

respondents might affect the final outcome.

DCMS

MES KALLADI COLLEGE

PROJECT REPORT INDUSTRY PROFILE

VKC PRIDE

FOOTWEAR HISTORY
The footwear sector is a diverse industry which covers a wide variety of materials (textile, plastics, rubber and leather) and products from different types of men's, women's and children's footwear to more specialised products like snowboard boots and protective footwear. This diversity of end products corresponds to a multitude of industrial processes, enterprises and market structures. History of Footwear There are evidences which show that the history of the shoe starts in 10,000 BC, that is, at the end of the Paleolithic period (paintings of this time in caves in Spain and in the south of France make reference to the footwear). Among the utensils of rock of the men of the caverns there are several that were used to scrape the skins, which indicates that the art of tanning is very old. In the Egyptian hypogeus (underground chambers used to multiple funerals), whose age is between 6 and 7 thousand years, paintings were discovered representing the various stages of the preparation of the leather and the footwear. In cold countries the moccasin is the protector of the feet and in hotter countries the sandal is still the

DCMS

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

most used. The Egyptians sandals were made of straw, papyrus or of palm fiber. In Mesopotamia it was common raw leather shoes tied to the feet by straps of the same material. The boots were symbol of high social status. The Greek introduced new fashion as different models for right and left feet. In Rome the footwear indicated the social class. The consuls wore white shoes, the senators wore brown shoes moored by four leather tapes tied with two knots and the traditional footwear of the legions was the short boot that uncovered the toes. In the middle age, men as well as women wore leather shoes whose form was similar to the ballet slipper. Men also wore high and short boots tied in the front and in the side. The most current material was the cow skin, but the upper quality boots were made of goat skin. The standardization of the numeration is of English origin. The king Edward (1272-1307) was the first to uniform the measures. The first reference known of the manufacture of footwear in England is of1642 when Thomas Pendleton provided 4,000 pairs of shoes and 600 pairs of boots to the army. The military campaigns of this time initiated a substantial demand for boots and shoes. In the middle of

DCMS

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

the 19th century the machines that helped in the confection of the footwear began to appear, but only with the sewing machine the shoe started to be more accessible. From the fourth decade of the 20th century on, big changes in the footwear industries began to happen as the change of the leather by the rubber and synthetic materials. Mainly in the female and infantile footwear. Probably the Pandletons employees made the shoes from the beginning to the end, but in the modern industry the process is divided into many and distinct stages as: Modeling : creation, elaboration and accompaniment of the models in the manufacture process; warehouse : act of receiving, storage, classification and control of the leather and other materials; cut : operation of cut of the different parts that compose the "cabedal" (upper part of the footwear). In the cut special blades and/or knives are used to pressure the metallic molds in the leather surface and/or other materials; chamfer : leather preparation to receive the sewing;

DCMS

MES KALLADI COLLEGE

PROJECT REPORT sewing: junction of the parts that

VKC PRIDE compose the

"cabedal"(upper part of the footwear). In many companies this sector is subdivided into preparation, chamfer and sewing; Pre-manufactured: manufacture of soles, shoe heels and slippers. Many companies dont have this sector because there are specialized factories that produce these materials; distribution: it controls the volume of production, revises the quality of the materials and distributes them to the sections of assembling and final touch (finishing); assembling: set of operations that join the upper part of the footwear with the sole; finishing: final operations linked to the presentation of the footwear as brushing, painting and cleaning; assembling and finishing : in many companies these two sectors are organized in assembling line, that is, work rates replaced in line and the elaborating product incorporates the partial operations of each worker until the end of the line, where the product results finished; Expedition: packing, boxing and sending to the destination market.
DCMS 10 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Soon the footwear history in the new world. The Brazilian footwear history will include a description about the use of footwear in Rio de Janeiro in 1816 and a description of a footwear factory and a tannery in 1918.

OVERVIEW OF THE INDIAN FOOTWEAR INDUSTRY

The Footwear Industry is a significant segment of the Leather Industry in India. India ranks second among the footwear producing countries next to China. India produces more of gents footwear while the worlds major production is in ladies footwear. The industry is labour intensive and is concentrated in the small and cottage industry sectors. While leather shoes and chappals are concentrated in large scale units, the sandals and chappals are produced in the household and cottage sector. In the case of chappals and sandals, use of non-leather material is prevalent in the domestic market.

DCMS

11

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

The major production centers India are Chennai, Ranipet, Ambur in Tamil Nadu, , Mumbai in Maharastra, Kanpur in U.P. , Jalandhar in Punjab, Agra and Delhi.

DCMS

12

MES KALLADI COLLEGE

PROJECT REPORT COMPANY PROFILE VKC GROUP OF COMPANIES

VKC PRIDE

VKC group of companies are the leading footwear manufacture especially in southern region of India. The group established on (August17) 1984 with a nominal capital and few employees. In 1984 the founder of the group Mr. V.K.C. Mammed Koya started a Hawai Sheet manufacturing unit with his two brothers. Later on Hawai straps were also inducted to the production line and in 1986 VKC group launched the first product with its own brand name in the market viz. VKC Hawai with an initial production of 600 pairs per day. By 1989 the production increased to 5000 pairs a day and by 1996 it jumped to 17000 pairs. In between the founder initiated the floating of the first RPVC (Rigid Polyvinyl Chloride) footwear manufacturing unit in the Malabar Area of Kerala state with few of his friends. This product also got very good acceptance in the market. This resulted in a rapid change in the footwear industry itself. Within a few years the number of Rubber and RPVC unit grew to more than 80 in this area. In 1994 the group ventured the first unit in Kerala to manufacture footwear from virgin PVC. This resulted in a drastic change and the multinational brands confronted competitions from the local brands. In 1998 the group started the first Micro Cellular PVC footwear in Kerala with the help of imported plant and machinery. Quality at low

DCMS

13

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

price made the VKC groups products popular in the market day by day. In 2001 the group started the first Air Injected PVC DIP footwear manufacturing unit in the South India. In 2003 the group missioned the first Injected EVA manufacturing unit in South Central India. In 2006 the group started backward integration to produce EVA compound for Injection and started the first EVA compounding plant in the South Central India. During this period new bloods with technical, commercial and practical knowledge were inducted and now the group consists of 25 working Directors and 100 share holders spread over 16 various units. And have annual group turnover of Rs.4000 million. More than 4000 employees are working in these units. The company had achieved a prominent position in the footwear market of India. The main markets, which is been focused by the company are Kerala, Tamilnadu Karnataka, Madhya Pradesh, Gujarat, Andra Pradesh. It has now expanded its market in countries such as Saudi Arabia, Dubai, Kuwait, Oman, Bahrain and Qatar. The good quality and variety in models of VKC products help the companies to face the market competition positively. The company has been able to maintain the quality of the products by adopting foreign technologies. The group is now looking for further avenues in the field of footwear to stretch their hands.
DCMS 14 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Vision To provide quality products to the customer at an affordable price. Mission To meet the market demand and to achieve a prominent position in the Footwear industry. Motto Quality products at Affordable Price

The Head Quarter of VKC group is in CALICUT and the plants of VKC group of companies are situated in Kerala, Tamilnadu, Andra Pradesh and Gujarat. The following are the associate companies of VKC group.

1. M/s. VEEKESY RUBBER INDUSTRIES PVT.LTD. 2. M/s. VEEKESY ELASTOMERS PVT.LTD. 3. M/s. VEEKESY POLYMERS PVT.LTD. 4. M/s. SANDLON TECHNOLOGIES PVT.LTD. 5. M/s. FORTUNE ELASTOMERS PVT.LTD. 6. M/s. CALTECH POLYMERS PVT.LTD. 7. M/s. SLIPONS INDIA PVT.LTD 8. M/s. DIADORA SHOES PVTLTD. 9. M/s. DIMESCO FOOTCARE INDIA PVT LTD. 10.M/s. FERRARI SHOES (INDIA) PVT.LTD 11.M/s. VEEKESY FOOTCARE (INDIA) PVT. LTD 12.M/s. FERRERO VINYL TECHNOLOGIES PVT.LTD
DCMS 15 MES KALLADI COLLEGE

PROJECT REPORT 13.M/s. MORBIDO VINYL PVT.LTD. 14.M/s. SMARTAK FOOTCARE PVT. LTD. 15.M/s. VKC FOOTSTEPS INDIA PVT.LTD 16.VKC FOOTPRINTS GLOBAL PVT LTD 17.VKC FOOTWEAR INTERNATIONAL PVT LTD 18.M/s VEEKESY SANDALS INDIA PVT LTD

VKC PRIDE

DCMS

16

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

COMPANY PROFILE OF M/s. FORTUNE ELASTOMERS PVT.LTD M/s. Fortune Elastomers Pvt. Ltd. is registered as a private limited company and is one of the largest producers of DIP footwears in Kerala. It is one of the associate concerns of renowned VKC Group of Companies. The founder of M/s. Fortune Elastomers Pvt. Ltd. is Mr. V.K.C. MAMMED KOYA. The company is situated at KOLATHARA; KOZHIKODE .The Company has been able to achieve a landmark in the field of footwear through the continuous researches in footwear industry. The company manufactures Stile & Pride brand footwear having PVC & PU sole with leather and synthetic leather upper. The company was incorporated on 17.02.2000 under the Companies Act 1956 and commenced its production on 24th September 2001. All affairs and day-to-day business administration of the firm is vested in the hands of Board of Directors. They are in charge of various functions pertaining to Finance, Production, HR, Marketing, Administration and Materials departments. The board is assisted by well qualified staff members. Each department has functional heads, senior and junior executive in order to support and help functional heads. The Chairman of the firm was awarded with Best Entrepreneur of Kozhikode district by Kerala State Small industries Association for the year 2005-2006. M/s. Fortune Elastomers Pvt. Ltd caters to extend its markets of Kerala, Karnataka, Tamilnadu, Andra Pradesh and certain countries
DCMS 17 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

outside India. M/s. Fortune Elastomers exports the footwears to countries such as Saudi Arabia, Dubai, Kuwait, Oman, Bahrain and Qatar. Exports have shown a steady growth over the years. The products have a high brand value in the minds of the people of Kerala because of the quality and the affordable price of the product. The management gives high priority to the quality of the product. The company assures the quality of the product through the continuous quality checking in each and every stages of the production process. The quality of the VKC products is unrivalled in the market. The Footwears introduced by the company has been growing and evolving with the changing trends over the year. In recent years the customers prefers the DIP Footwears than any other Footwear. As we are manufacturers of footwear, we focus mainly on production process of the organization. The function of the production department is to produce our products on time, to the required quality levels, at the defined product cost. The main advantage of the company is the implementation of Taiwan technology for the injection moulding process. We have both automated and manual machines for production of footwears. The quality of the imported Synthetic leather, imported by us helps from the problem of smelling due to sweatiness and wetness, which is seen in ordinary leathers. The finish, comfort, and elegances are highly superior when compared to the ordinary leather. The production process is line production process whereby materials are put through a refining process to produce end-product through sequential operations. Of major concern to the production manager is monthly output. Production managers have monthly targets which they are
DCMS 18 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

expected to strive to meet or exceed. The total production estimated for a year is 51.6 lakh. The production department of M/s. Fortune Elastomers Pvt. Ltd comprises of well experienced staff members starting from functional head, department head, coordinator, supervisors, shift engineers, machine operators, pouring men and workers. Production department also aims at maintaining the quality of products been produced. Every employee is expected to take responsibility for managing quality issues in order to make sure that waste is minimised and quality maximised. Quality checking and assurance is carried out every day on a number of occasions to ensure that the production process is working efficiently and effectively.

We use different machines to produce footwears. The company purchases footwear moulds from Taiwan, China, and Italy. This will help the company to assure high quality finished product. Most of our machines are imported from abroad. It includes high speed mixer machine, fully automatic air injection moulding machine, air drier & chiller, cooling tower, cementing machine, box strapping machine, clicker machine, generator conveyor, stitching machine. M/s. Fortune Elastomers PVT. LTD. has succeeded in withstanding stiff competition from the parallel manufactures because of the superior quality of the products at reasonable price. Other than production and quality checking, production department performs one more function. That is packing of finished products into
DCMS 19 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

cartons. A set of workers are assigned to pack finished products into specified cartons or boxes according to their name and size. Before packing quality is again checked by the workers. After packing all these cartons are sent to stock room for storing so that it can be sent to dealers directly according to the order placed.

DCMS

20

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

DCMS

21

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

PACKING PROCESS

Trimming Process

Conveyor System

Upper & Sole Cleaning

Tag Fitting

Packing into Small Carton

Fixing Size & Price Sticker in Small Carton

Packing into Master Carton

Final Check up in Pairs, Art No., Size & Price

Box Strapping

DCMS

22

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

After production these products are being sold in the market according to the orders taken by marketing department. The marketing department studies the market and the target customers, decides the best way to reach these customers, and works with the rest of the company to help determine the new product needs of the market. We do continuous market research , which helps us in planning and executing marketing strategies for the future course of action. It also helps us in analyzing the buyer habits, popularity of product, and effectiveness of advertising media. It also helps to collect information about marketing problems and opportunities. The company executives are directly taking the orders from the wholesalers. The Company has very good system for the supply of the products to the wholesalers. We sent our products through parcel service to various dealers based on their orders to respective places and doesnt have connection with any retailers. Our product reaches the hand of customers through retailers, who gets it from wholesalers. We manufacture products on the basis of demographic

segmentation. As a result, we produce products aiming youngsters, gents and ladies at affordable price with high quality. We produce footwear under the name VKC Le- Style and VKC Pride. VKC Le-Style is used for exporting to foreign countries.

DCMS

23

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Our slogan is The Coolest Choice from fortune. The Company treats the advertising as the main mode of marketing to improve the sales of our products.. Ambassador of our product is Cine Actress Meera Jasmine. VKCs Advertising covers all activities connected with giving publicity regarding goods and services offered for sale. The main Medias for advertising are: Indoor Media & Outdoor Media. Indoor Media includes TV Channels, News papers, Magazines, Catalogues, Danglers, Calendars, & Stickers. Advertisement of the products are given in all the major TV channels in Malayalam Outdoor Media includes Name boards, a boards and Hoardings. Marketing and sales goes hand in hand. Sales promotion plays a major role for the success of the VKC products. Sales promotion influences the customers for buying the products and also helps to meet competition and helps in stimulating demands. Sales Promotion is carried out in two ways. Consumers promotion and dealer promotion. Consumers promotion consists of providing coupons, contest that we conduct and price offer for our various products. For dealers we conduct sales contest, give gifts, and turnover allowance based on the amount products been purchased from our firm. Company provides scheme called VKC Sammanotsavam for dealers based on their purchase for that particular year. The Company conducts the Wholesalers Meet at least once in a year. By this the company provides an opportunity to the wholesalers to interact with the company and between the dealers. This helps to
DCMS 24 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

find problems, sort out differences, and to formulate plans for future improvement in the market. The adequate production, supply, good quality, affordable price of the product, and the various marketing techniques used by the company helps products to be a superior one in the market that satisfies the customer. Human resource department of the organization caters to the need of both employees and workers of the organisation, resulting in a good relation between employees and workers. They are well satisfied with the attitude of the management towards them and in the facilities provided to them. So there are no labour strikes, absenteeism and attrition. The company provides excellent training programs for the employees to improve the skills and productivity with in a lesser time. The employees are getting the statutory benefits like Bonus, ESI scheme, Employees Provident Fund, Festival Holiday Allowances from the company. They are often given awareness class related to cleanliness, health and safety. HR department maintain a help desk in order to redress grievance of the workers and answer to their queries. There are total of 232 workers in the organisation. Finance is life blood of every organisation. It deals with procurement of funds and their effective utilisation in the business. Department has one department head, one senior executive and four junior executive. Their functions mainly include checking daily cash

DCMS

25

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

accounts, MIS preparation, bank reconciliation, central excise and export related works, finalisation of account statement etc. M/s. Fortune Elastomers Pvt. Ltd doesnt have any term loan and is financially stable. The annual turnover of the organisation for the last financial year 2011-2012 is 52 crores. Materials department of the organisation place order according to need of material thats used for production. Supervisors and production in charge gives details of materials needed for production and accordingly materials are purchased by placing order through email.

BOARD OF DIRECTORS: Mr. K.M. Hameed Ali (Chairman) Mr. V. Mohammed Abdul Kareem (Director) Mr. P. Abdul Salam (Director) Mr. K. Ummar Farook (Director)

DCMS

26

MES KALLADI COLLEGE

PROJECT REPORT
ORGANISATIONAL CHART

VKC PRIDE

CHAIRMAN

DIRECTORS

MANAGER (ADMINISTRATION)

ASSISTANT MANAGER

MATERIALS
DEPARTMENT HEAD

FINANCE
DEPARTMENT HEAD

PRODUCTION
PRODUCTION HEAD

SALES
DEPARTMENT HEAD

EXECUTIVE
JUNIOR EXECUTIVE

EXECUTIVE
JUNIOR EXECUTIVE

COORDINATOR EXECUTIVE SUPERVISOR SHIFT ENGINEERS

SKILLED WORKERS JUNIOR EXECUTIVE

PERSONNEL
DEPARTMENT HEAD

UNSKILLED WORKERS

EXECUTIVE
JUNIOR EXECUTIVE

DCMS

27

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

REVIEW OF LITERATURE
ADVERTISING Advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor with a view to disseminate information concerning an idea, product or service. The message which is presented or disseminated is called advertisement. In the present day marketing activities hardly is there any business in the modern world which does not advertise. However, the form of advertisement differs from business to business. Advertising is that activity by which visual or oral messages are addressed to the general public. Its purpose is to inform or influence them in order to increase sale of the advertiser. The aim is to persuade people to buy more. Advertising creates desire for new products. The success of advertising depends upon effective advertising programme. An effective advertising naturally

necessitates mass production, thereby reduces unit cost by lowering the prices of goods in favour of consumer.

DCMS

28

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

DEFINITIONS Advertisement has been defined differently by different persons. A few definitions are being reproduced below: According to Wood, "Advertising is causing to know to remember, to do."American Marketing Association defines

advertisement as any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor According to Wheeler, "Advertising is any form of paid nonpersonal presentation of ideas, goods or services for the purpose of inducting people to buy." According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor." According to William J. Stanton, "Advertising consists of all the activities involves in presenting to a group, a non-personal, oral or visual, openly sponsored message regarding disseminated through one or more media and is paid for by an identified sponsor."

DCMS

29

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

The above definitions clearly reveal the nature of advertisement. This is a powerful element of the promotion mix. Essentially advertising means spreading of information about the characteristics of the product to the prospective customers with a view to sell the product or increase the sale volume. The main features of advertise are as under: It is directed towards increasing the sales of business. Advertising is a paid form of publicity It is non-personal. They are directed at a mass audience and nor at the individual as is in the case of personal selling. Advertisement is identifiable with their sponsor of originator which is not always the case with publicity or propaganda. Objective / Functions of advertising The purpose of advertising is nothing but to sell something -a product, a service or an idea. The real objective of advertising is effective communication between producers and consumers. The following are the main objectives of advertising:

DCMS

30

MES KALLADI COLLEGE

PROJECT REPORT Preparing Ground for New Product

VKC PRIDE

New product needs introduction because potential customers have never used such product earlier and the advertisement prepare a ground for that new product. Creation of Demand The main objective of the advertisement is to create a favorable climate for maintaining of improving sales. Customers are to be reminded about the product and the brand. It may induce new customers to buy the product by informing them its qualities since it is possible that some of the customers may change their brands. Facing the Competition Another important objective of the advertisement is to face to competition. Under competitive conditions, advertisement helps to build up brand image and brand loyalty and when customers have developed brand loyalty, becomes difficult for the middlemen to change it.

DCMS

31

MES KALLADI COLLEGE

PROJECT REPORT Creating or Enhancing Goodwill

VKC PRIDE

Large scale advertising is often undertaken with the objective of creating or enhancing the goodwill of the advertising company. This, in turn, increases the market receptiveness of the company's product and helps the salesmen to win customers easily. Informing the Changes to the Customers Whenever changes are made in the prices, channels of distribution or in the product by way of any improvement in quality, size, weight, brand, packing, etc., they must be informed to the public by the producer through advertisement.

Neutralizing Competitor's Advertising Advertising is unavoidable to complete with or neutralize competitor's advertising. When competitors are adopting intensive advertising as their promotional strategy, it is reasonable to follow similar practices to neutralize their effects. In such cases, it is essential for the manufacturer to create a different image of his product.

DCMS

32

MES KALLADI COLLEGE

PROJECT REPORT Barring New Entrants

VKC PRIDE

From the advertiser's point of view, a strongly built image through long advertising helps to keep new entrants away. The advertisement builds up a certain monopoly are for the product in which new entrants find it difficult to enter. In short, advertising aims at benefiting the producer, educating the consumer and supplementing the salesmen. Above all it is a link between the producer and the consumer.

CENTRAL THEME IN ADVERTISING

Theme is the subject matter of advertisement. A theme represents a particular view point or a central idea with which the message is conveyed to the public. An advertisement copy should bridge the gap between the advertiser and the readers, if it is to be effective. To achieve this, the advertisement has to provide the audience the information that is important to them. The two features of message are message structure and message appeal. Message structure contains details of the products and consumer needs and benefits. The message appeal is the feature which brings about attitude change on the part of audience.
DCMS 33 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

How does advertisement influence consumers behavior and decision making? Advertisements are the best way to create needs among the consumers. Advertisement is the mirror of society. Advertisers design advertisement according to the characteristics of society. They try to influence consumer behaviors according to their emotions. Thats why they make different advertisement for different age groups or for different communities. Advertisement helps in making life better. It motivates us to work hard so that we can purchase better things. It gives knowledge about new products and motivates us to make it better than previous. It is the great source of competition and motivation to invent things better. Advertisement has bad impact also. It motivates us towards materialism. Advertising can influence consumer decision making in many ways. It can appeal to a cultural value and lifestyle desire of the consumers. In conclusion, every coin has two faces. The same way, advertisement motivates us to earn more money. It tries to influence

DCMS

34

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

human behavior. It depends on our maturity that what message we should take from advertisement. Advertisement is the great source of knowledge and it motivates to work hard and make life more pleasure.

MAIN ADVERTISING MEDIA Media is a facilitating institution. Media refers to daily newspapers, magazines, technical journals which are print media, hoardings, billboards, neon signs which are outdoor media and cinema, television, video, cable TV which are electronic media. Main Medias of advertising are: I. Indoor Media: When advertising is made through newspapers, magazines, radio, TV programmes or cinema programmes in video etc, so that people can get the message at home, it is known as indoor advertisement. People can be benefited by indoor advertising as they can read the newspaper or see television programme when they have leisure time. The main indoor advertising media are:

DCMS

35

MES KALLADI COLLEGE

PROJECT REPORT 1) Newspapers:

VKC PRIDE

Newspapers are very useful to advertise all types of goods because all sections of public read them. They reach every nook and corner of the country. The main advantage is that message reaches a large number of people and it can be conveyed quickly and is economical. 2) Magazines and Journals: These are periodically published. They are published weekly, fortnightly or monthly. Magazines are published according to the tastes or likings of the public. Magazines can be general magazines, specialists magazines and special issue. The advantage is that magazines have long life as compared to newspapers and can create prestige, reputation and an image of quality. 3) Television: Television advertising is the latest medium of communications and mass

is widely used for advertisement. It is an

audio-visual media. It can appeal both the eyes and ears. It has the combined impact of sight, sound, motion and colour.

DCMS

36

MES KALLADI COLLEGE

PROJECT REPORT 4) Radio:

VKC PRIDE

Radio is the quickest medium of advertising when compared to newspapers or magazines. Sound moves faster than other media. Commercial radio broadcasting has become popular and is widely used. II. Outdoor media: Outdoor advertising passes the message to those people who are moving audience. Generally, almost all the people go out on some purpose or other. Office, walk, sightseeing journey, park visit etc. this outdoor advertising has the best effects of advertising.

The main outdoor advertising Medias are: 1) Mural advertising(posters): The posters are made in attractive colours in brief and printed. The poster is a sheet of paper. The matter is depicted on it. Then the prepared posters are pasted on walls or boards. 2) Advertising boards: These are also posters, but have better status than ordinary posters. The boards are fitted at the areas where people

DCMS

37

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

frequently assemble. Such boards are fixed in decent and neat places. They appear more attractive than posters.

3) Handbills(leaflets): Handbills which are in the form of leaflets are distributed among the people through hired men. The handbill distributor distributes copies of the handbill to all, who pass nearby. This type of advertising is suitable for small business people. 4) Traveling display: These are the advertisements as posters, small in size, written beautifully and placed inside trains, buses, tram cats, vans etc. The traveling people in these vehicles repeatedly notice it and keep it in their memory.

When the objectives of an advertisement are not realized, then the amount spends on advertising is a waste. One should consider all relevant factors before taking a decision on its usefulness or waste. The aim of advertisement is to promote sales of products or service and awakening the public. Advertising is a wheel on which marketing moves.
DCMS 38 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

ANALYSIS & INTERPRETATION

In order to extract meaningful information from the data collected, the data analysis and interpretation can be carried out. The data are first edited, coded and tabulated for the purpose of analyzing them. This coding and tabulation helps the analyst to understand easily the relationship between different variables and easily identify the dependent and independent variables. Analysis means finding out the relationship between each variable understudy in order to get result and interpretation. The collected data was analyzed by using diagrams, charts, graphs etc.

DCMS

39

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Table 1 Age-wise wise classification Responses Between 16-21 Between 21-26 Between 26-36 36 and above Total
Source: primary data

No of respondents 18 14 10 8 50

Percentage 36 28 20 16 100

Chart 1 Age-wise wise classification

40 35 30 25 20 15 10 5 0

36 28 20 16

Between 16-21

Between 21-26 21

Between 26-36

36 and above

Interpretation: Out of 50 respondents, 36% belongs to age group of above 36,20% belongs to age group of 31-36, 31 36, 28% belongs to age group of 21-26 26 and 36% of respondents belongs to age group of 16 1621. Footwear production mainly concentrates on the working group.

DCMS

40

MES S KALLADI COLLEGE

PROJECT REPORT Table 2 - Influence of advertising media Responses TV Printed media Word of mouth Total Source: primary data No of respondents 21 18 11 50 Percentage 42 36 22 100

VKC PRIDE

Chart 2 - Influence of advertising media

45 40 35 30 25 20 15 10 5 0 TV Printed media Word of mouth 22 42 36

Interpretation: 42% respondents are influenced by TV, 36% of respondents are influenced by printed media and 22% of respondents are influenced by word of mouth. Majority of the respondents are influenced by television. Visual seems to be more attractive to eyes than printed media.

DCMS

41

MES S KALLADI COLLEGE

PROJECT REPORT Table 3 - Advertisement influence on purchase decision

VKC PRIDE

Category To a great extent At a certain level To some extent No influence Total Source: primary data

No of respondents 14 28 8 0 50

Percentage 28 56 16 0 100

Chart 3-Advertisement influence on purchase decision

60 50 40 30 20 10 0 To a great extent At a certain level To some extent 0 No influence 28 16 56

Interpretation: From the above, it can be concluded that 28% of respondents are influenced to great extent, 56% to a certain level, and 16% to some extent. Nobody says that there is no influence. So it can be concluded that all are influenced to a certain extent by the advertisement.

DCMS

42

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Table 4- Response about affection of Advertisement Responses Recall Positive impression Interest Desire to purchase Total Source: primary data Chart 4 45 40 35 30 25 20 15 10 5 0 Recall Positive impression Interest Desire to purchase 8 16

No of respondents 20 18 8 4 50

Percentage 40 36 16 8 100

Response about affection of Advertisement

40 36

Interpretation: From the above, it can be concluded that 40% of respondents are able to Recall the ad, 36% have positive impression, and 16% have interested on it and 8 % people have desire to purchase the product.
DCMS 43 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Table 5- Lasting of advertisement impact Responses Few hours One day One month More than one month Total Source: primary data No of respondents 27 15 6 2 50 Percentage 54 30 12 4 100

Chart 5 - Lasting of advertisement impact

60 50 40 30 20 10 0 Few hours One day One month More than one month 12 4 30 54

Interpretation: Out of 50 respondents 54% of the respondents said that impact of the advertisement on them remain for few hours, 30% says it remain for 1 day and 12% says one month & 4 % says it remain on them more than one month. This shows that there have a fair impac impact on the advertisement of footwear. footwear
DCMS 44 MES S KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Table 6- Response about Urge to try new brand by advertisement Responses Yes No Total Source: primary data Chart 6- Response about Urge to try new brand by advertisement No of respondents 32 18 50 Percentage 64 36 100

36 64 Yes No

Interpretation:

64%

of

respondents

opined

that

the

advertisement is able to make an urge to try new brands, 36% did not agree on it. Customers are generally satisfied with the advertisement of the footwear and it creates a desire to try the product.

DCMS

45

MES S KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Table 7- Response about Buying of Same model as seen in advertisement Responses Always Most of time Sometimes Never Total No of respondents 15 19 12 4 50 Percentage 30 38 24 8 100

Source: primary data Chart 7 - Response about Buying of Same model as seen in advertisement
38 30 24

40 35 30 25 20 15 10 5 0 Always

Most of time

Sometimes

Never

Interpretation: Out of 50 respondents 30% of them are always buy the same model as seen in the advertisement, 38% are buy it most of time, 24% buy the same model sometimes sometimes & 8% of them never try the same poduct. This shows the model in the ad have same important as well as brand.
DCMS 46 MES S KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Table 8- Rating of Advertisement Responses Excellent Good Average Poor Total No of respondents 14 16 17 3 50 Percentage 28 32 34 6 100

Chart 8 -Rating Rating of Advertisement

34

35 30 25 20 15 10 5 0 Excellent 28

32

Good

Average

Poor

Source: primary data Interpretation 28 % of the respondents rate the advertisement of VKC PRIDE is Excellent, 32% as good, 34% rate the advertisement as average and 6 % the opinion that publicity through advertisement advertisement is poor. The advertisement seems to be attractive to catch the eyes of the customers.

DCMS

47

MES S KALLADI COLLEGE

PROJECT REPORT Table 9- Preference of Newspaper Responses Malayala manorama Mathrubhumi Madyamam Others Total No of respondents 14 16 17 3 50 Percentage 28 32 34 6 100

VKC PRIDE

Source: primary data Chart 9- Preference of Newspaper

40 20 0

28

32

34

6 Malayala manorama Mathrubhumi

Madyamam

Others

Interpretation The above chart reveals that 28% of respondents prefer to read Malayala Manorama newspaper, 32% prefer Mathrubhumi, 34% for Madyamam & 6 % for other newspapers. It can be concluded that majority of respondents have been greater chance to know the advertisement of VKC Pride by reading these newspapers.

DCMS

48

MES S KALLADI COLLEGE

PROJECT REPORT Table 10- Time spend for watching TV per day Responses 0 hour 1-2 hour 3-5 hour More hours Total than No of respondents 7 26 12 5 5 50 Percentage 14 52 24 10 100

VKC PRIDE

Source: primary data Chart-10 10 Time spend for watching TV per day

60 50 40 30 20 10 0 0 hour 14

52

24 10

1-2 2 hour

3-5 hour

More than 5 hours

Interpretation: 14% respondents are not usually watching TV & 10 % of respondents are watching TV for more than 5 hours. From this we can say that Majority of the respondents are influenced by television. Visual seems to be more attractive to eyes than printed media.

DCMS

49

MES S KALLADI COLLEGE

PROJECT REPORT Table 11 - Response about the Important aspect of TV advertisement Responses Models Theme Punch line Caption Photography Total No of respondents 13 10 7 6 14 50 Percentage 26 20 14 12 28 100

VKC PRIDE

Source: primary data Chart 11- Response about the Important aspect of TV advertisement

Photography 28% Models 26%

Caption 12% Punch line 14%

Theme 20%

Interpretation: Out of 50 respondents 28% of them are of the opinion that they are influenced by the Photography of TV advertisement, 26 % given importance to Models , 12% for captions, 14% for punch line & 20 % for theme. Recommendation by models & Photography seems to be more advantageous in a TV ad.
DCMS 50 MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Table 12- The picture of a famous personality in the TV ad make you think that Responses No of Percentage respondents The product is of 13 26 high quality It must be 10 20 expensive The company 7 14 must be big It does not affect 6 12 you Total 50 100 Source: primary data Chart 12- The picture of a famous personality in the TV ad make you think that

30 25 20 15 10 5 0

26 20 14 12

The product is of high quality

It must be expensive

The company must be big

It does not affect you

Interpretation: From the above, we 26 % of customers think from the ad that the product have high quality, 20% think it must be expensive, 14% of respondents think it must be a big company, 12% said that it does not affect on them. From this, We can understand the perception eption of customers about the product.
DCMS 51 MES S KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Table 13- Response about referring refe friends & Family before trying new Brand Responses Yes No Total Source: primary data No of respondents 33 17 50 Percentage 66 34 100

Chart 13- Response about referring friends & Family before trying new Brand

No 34%

Yes 66%

Interpretation: Out of the 50 respondents, 66% opined that they usually refer their friends & family before they try a new brand and 34% did not refer anyone to buy a new product. Here we can understand the importance of mouth publicity.

DCMS

52

MES S KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

Table 14 - Response about sharing shopping experiences among friends/family Responses Always Sometimes Occasionally No of respondents 15 17 12 Percentage 30 34 24 12 100

Never 6 Total 50 Source: primary data

Chart 14 - Response about Sharing shopping experiences among friends/family

34 30 24

35 30 25 20 15 10 5 0

12

Always

Sometimes

Occasionally

Never

Interpretation The above chart reveals that 30% of respondents are always share their shopping experience among their friends & family, 34% are sometimes sharing, 24 % respondents are sharing occasionally & 12% never sharing their shopping experience. This experience

sharing helps to increase the mouth publicity of the product.

DCMS

53

MES S KALLADI COLLEGE

PROJECT REPORT Table 15 - Response about what is Shared Responses Product Price Buying experience No of respondents 16 18 10 Percentage 32 36 20 12 100

VKC PRIDE

competence/courtesy 6 of the shop personnel Total 50 Source: primary data Chart 15 - Response about what is Shared

40 35 30 25 20 15 10 5 0

36 32

20 12

Product

Price

Buying experience

competence of the shop personnel

Interpretation: Out of 50 respondents, 32% of them sharing their shopping experience about Product, 36% have shared about Price, 20% about Buying experience & 12 % about competence of shop personnel.

DCMS

54

MES S KALLADI COLLEGE

PROJECT REPORT Table 16- Preference of Brands Responses VKC PRIDE LUNAR HAWAI PARAGON AERO GRIP Total No of respondents 24 10 8 8 50 Percentage 48 20 16 16 100

VKC PRIDE

Source: primary data Chart 16- Preference of Brands

48

20 16 16

VKC PRIDE

LUNAR HAWAI

PARAGON

AERO GRIP

Interpretation: 48% of the respondents opine they prefer VKC PRIDE brand model, 20% of LUNAR HAWAI, 16% of PARAGON & 16% 16 of AERO GRIP. It is clear from the survey that VKC VK PRIDE has a better image among the customers.

DCMS

55

MES S KALLADI COLLEGE

PROJECT REPORT Table 17- Reason for preferring particular Brand Responses Product range Design products Comfort No of respondents 16 of 11 10 Percentage 32 22 20

VKC PRIDE

Quality 13 26 Total 50 100 Source: primary data Chart 17- Reason for preferring particular Brand
32 35 30 25 20 15 10 5 0 Product range Design of products 22 26

20

Comfort

Quality

Interpretation: Out of 50 respondents, 22% opine that the reason for preferring a particular brand is the product image, 22 % said that design of products, 20% said that because of comfort & 26% said Quality of the product. From this chart we can say that these customers give more importance to Product range & Quality.

DCMS

56

MES S KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

FINDINGS, SUGGESTIONS AND CONCLUSIONS FINDINGS: After going through the entire project and the collected data, I found that:

1. The respondents of the survey consists of 36% of 16-21 age group, 28% between 21-26, 20% between 21-36 and 16% of others belonging to the age groups of 36 and above group. 2. Majority of the respondents are influenced by visual media than printed or other media. This is so because visuals are more attractive to the eyes than printed text. 3. Most of the respondents are influenced by the advertising media to a certain extent than to a great extent in their purchase decision. No one is of the opinion that they are not influenced by advertising media. 4. Respondents have feasible opinion about the lasting of advertising impact.

DCMS

57

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

5. 64 % of respondents have urge to try new brand by the effect of advertisement, it shows the advertisement is the main factor that induced them to buy VKC Pride. 6. The survey makes it clear that the first information about footwear is received from advertisement. 7. The purchasing decisions of the respondents are influenced to a major extent by the presence of same model as seen advertisement. 8. The advertisement of VKC Pride is rated as excellent by 28% of respondents and 32% rate it as good. 9. Most of respondents are used to see TV programmes 1-2 hour per day. Majority of respondents are influenced by Television. 10. Photography & Models are the main attractiveness of TV advertisement among the respondents. 11. 66% of respondents are usually referred their friends & family before they try a new brand, which greatly influence the purchasing decision of customers. 12. Respondents are sharing their shopping experience among others & most of them are sharing about Product & price.

DCMS

58

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

13. The survey makes it clear that great parts of respondents prefer VKC Pride among other brands.

DCMS

59

MES KALLADI COLLEGE

PROJECT REPORT SUGGESTIONS 1.

VKC PRIDE

Advertisement through internet and mobile services will attract more customers, especially youngsters.

2.

Advertising can also be focused to printed media along with visual media which will be more effective.

3.

More models should be introduced according to the new trends in the market, particularly for kids.

4.

The mixture of promotional techniques will enhance sales and the customers will be more aware about advertisement when they avail any other advantage through sales promotion.

5.

Company can give more concentration to the production of shoes and its effective advertising and new models can be launched in the market.

6.

The products should be priced recently and sufficient discounts and offers should be given to customer.

DCMS

60

MES KALLADI COLLEGE

PROJECT REPORT CONCLUSION The project titled THE

VKC PRIDE

EFFECTIVENESS

OF

ADVERTISEMENT IN VKC GROUP OF COMPANIES WITH SPECIAL REFERENCE TO FORTUNE ELASTOMERS PVT.LTD is an attempt to know about the effectiveness or influence of advertisement on consumers purchasing decision. The survey conducted among the customers revealed that advertising plays a major role in the buying decision of consumers. Television is opined as the best media of advertisement. The survey also draws a conclusion about the quality, price, color, design, comfortness and lasting of footwear. The sales to a great extent can also be influenced by the advertisement. The Photography, Models, theme & captions are considered to be attractive element of advertisement. The study concludes that the advertisement of VKC Pride is very effective among its consumers and It holds a special Ranking among its consumers. VKC Group of companies is one of the leading footwear manufacturers in India.

DCMS

61

MES KALLADI COLLEGE

PROJECT REPORT BIBLIOGRAPHY

VKC PRIDE

1) R.L Joshy, Dr. C.B. Mamoria & Dr. N.I. Mulla Principles and Practices of Marketing in India, Kitab Mahal 2) A. Vinod Marketing Management, Calicut university central cooperative stores Ltd 3) Philip Kotler, Kevin Lane Keller & Abraham Koshy Marketing Management, Pearson Prentice Hall 4) www.wikipedia.org 5) smallbusiness.chron.com

DCMS

62

MES KALLADI COLLEGE

PROJECT REPORT QUESTIONNAIRE

VKC PRIDE

A STUDY ON THE EFFECTIVENESS OF ADVERTISEMENT IN VKC GROUP OF COMPANIES WITH SPECIAL REFERENCE TO VKC PRIDE. NAME OF RESPONDENT: PLACE OF RESPONDENT: PHONE NO: 1. your age a. 16-21 d. 31-36 2. Your occupation a. Student c. Businessman 3. Your annual income a. Rs.25, 000-50,000 c. 1, 00,000-2, 00,000 4. Which media gets your attention? a. Print c. Television b. Radio d. Word of mouth b. 50,000-1, 00,000 d. 2, 00,000-5, 00,000 b. 21-26 e. 36 and above c. 26-31

b. salaried employee d. Others

5. How does an advertisement affect you? a. Recall c. Interest b. Positive impression d. Desire to purchase

DCMS

63

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

6. How far does the advertisement influence your purchasing decision? a. To a great extent c. No influence a. Just the printed words b. Words with sound c. Picture depicting a scene/story d. Words with a visual e. A moving action oriented ad 8. How long does the impact of an advertisement last on you? a. Few hours c. One week e. More than one month 9. Does an advertisement urge you to try a new brand? a. Yes b. No b. One day d. One month b. At a certain level d. Some extent

7. Which form of ad creates a greater impact on you?

10. How often do you buy the same product model as you see in the advertisement? a. Always c. Sometimes b. Most of time d. Never

11. How do you rate advertisement of VKC PRIDE? a. Excellent c. Average b. Good d. Poor

DCMS

64

MES KALLADI COLLEGE

PROJECT REPORT

VKC PRIDE

12. You prefer reading which newspaper? a. Malayala manorama c. Madyamam b. Mathrubhumi e. Others

13. How much time you spend on watching TV per day? a. 0 hour c. 3-5 hour a. Models d. Punch line e. Photography 15. The picture of a famous personality in the TV ad makes you think that a. The product is of high quality c. The company must be big b. It must be expensive e. It does not affect you b. 1-2 hour d. more than 5 hours b. Theme e. Caption

14. Which aspect of television ad is important to you?

16. Do you refer to your friends and family before trying a new brand? a. Yes b. No

17. Do you share and do your friends/family share shopping experiences? a. Always c. Occasionally b. Sometimes d. Never

DCMS

65

MES KALLADI COLLEGE

PROJECT REPORT 18. What is shared? a. product c. Location b. Price

VKC PRIDE

e. buying experience

d. competence/courtesy of the shop personnel 19. Are you aware of the brand VKC PRIDE? a. yes a. VKC PRIDE c. PARAGON a. Product range c. Comfort b. No b. d. LUNAR HAWAI AERO GRIP 20. Among the following which one do you prefer?

21. What is the reason for preferring a particular brand? b. Design of products d. Quality

DCMS

66

MES KALLADI COLLEGE