A

STUDY
ON
BRAND AWARENESS OF FEMINA IN SURAT CITY
(Conducted on behalf of Bennett, Coleman and Co. Ltd, Surat)

(From 1st June, 2010 to 15th July, 2010)

Submitted By:
BHAVESH H.DHAMELIYA
Enrollment no. 097730592037

Under the guidance of

Prof. RATISH KAKKAD

Submitted To:

THE I/C PRINCIPAL

SHRI SUNSHINE EDUCATIONAL GROUP OF INSTITUTION
RAJKOT.
JULY 2010

EXECUTIVE SUMMARY
The study was to know the brand awareness of FEMINA
The scope of the study was limited to Surat city only.

Time duration of study was 6 weeks.

Descriptive research design was used.
Data collection done in 2 ways.

Secondary data by way of text book, websites and magazines.

Primary data collected through survey (Questionnaire).
Sampling method is random sampling.

Analysis of data is done through charts, graphs and tables.

From that analysis some suggestions were also made.
At last Bibliography were shown.

History of Company
The Times Group is the largest media services conglomerate in India.It is headed by
brothers Samir and Vineet Jain. It reaches out from:
11 publishing centers

15 printing centers
55 sales offices
Over 7000 employees

5 dailies including two of the largest in the country with approx 4.3 million
copies circulated daily
2 lead magazines

32 Radio Stations
Turnover in excess of USD 700 million

BUSINESS
Its major brands include:
The Times of India, India's (and the world's) largest English daily
The Economic Times, India's largest financial daily, and the world's second largest

after The Wall Street Journal

Maharashtra Times, India's largest Marathi daily and Maharashtra's No.1 Newspape
Bangalore Mirror, Bangalore's first morning compact daily

The Times of India - Kannada

Bengaluru Times -Kannada - Bangalore city centric popular supplement
TIMES NOW

Times Private Treaties, Partnering Ideas. Accelerating Growth.

History of Product

1959 (july)
Femina- first womens magazine in English launched

Femina is a magazine, published fortnightly in India. It is owned by Worldwide

Media, a 50:50 joint venture between BBC Worldwide and The Times Group. It is

primarily a women's magazine and features articles on relationships, beauty and

fashion, cuisine, and health and fitness. It also features articles on celebrities and
cultural facets of Indian women.
It has organized and sponsored the Femina Miss India beauty pageant since 1964.
From 1994 to 1999, it also sponsored the Femina Look of the Year contest to send an

Indian contestant to the Elite Model Look competition.

OBJECTIVES OF THE STUDY

The main objective of this study is to know the brand awareness of FEMINA.
Analysis of choice of preferences of buyers.
To know the consumer attitudes towards the FEMINA.
To compare the brand awareness of competitors with FEMINA.
Assessing the main criteria of brand awareness.

SCOPE OF THE STUDY

My project is absolutely based for knowing brand awareness of FEMINA.
The scope of study is in marketing department for making various brand strategies.

The survey was conducted in Katargam, Varachha and Athwalines area of Surat city.

LIMITATIONS OF THE STUDY

Due to time and cost restricted deep analysis was not possible.

Survey was confided to Surat city only i.e. Area limit.

Due to illiteracy of varachha people, it becomes very difficult for me to
collect consistent data from them.

As the population is so large it is not possible to cover whole population, so samples

may not reflect exact review.

Analysis
1. AREA WISE ANALYSIS

2. AGE WISE ANALYSIS

3.EDUCATION WISE ANALYSIS

4.OCCUPATION WISE ANALYSIS

5.AWARE ABOUT FEMINA

6.Aware about FEMINA From which company?

7.YOU LIKE MOST IN FEMINA

8.COMPETITORS BRAND AWARENESS

FINDINGS
The first word about FEEMINA comes out from respondents mostly fashion and

Photo Quality.
The 80% People think that FEMINA is product of Times Of India.
The 178 out of 200 Respondents aware about FEMINA.

Women & Grazia has 90% and 72% Brand Awareness respectively.
The Student Respondents mostly purchase FEMINA for fashion.
Businessmen are purchasing FEMINA for Design and status. Others are also

purchasing FEMINA for Photo Quality and fashion.

SUGGESTIONS
The company should increase the market share by launching new fashion magazines
which will increase the profitability.

The company should create strong brand awareness by advertisement

The company should introduced various promotion schemes for brand building.
The company should advertise more for brand awareness in less aware areas

of Surat city.
The magazine should be extra ordinary rather than general.
The magazine price should be economical.

Brand awareness should be improving incompetence with Other brands.

Need to develop more variants of Fashion Related magazines.