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CONTENT SL NO PARTICULARS PAGE NO. 1 INTRODUCTION 4-7 2 INDUSTRY PROFILE 8-11 3 COMPANY PROFILE

CONTENT

SL NO

PARTICULARS

PAGE NO.

1

INTRODUCTION

4-7

2

INDUSTRY PROFILE

8-11

3

COMPANY PROFILE

12-14

4

REVIEW OF LITERATURE

15-21

5

RESEARCH METHODOLOGY

22-25

6

DATA ANALYSIS AND INTERPRETATION

26-58

7

FINDINGS

59-61

8

SUGGESTIONS

62-63

9

CONCLUSION

63-65

10

BIBLIOGRAPHY

66-67

11

APPENDIX

68-73

LIST OF TABLES

  • 1. Table showing the knowledge of respondents about the company

27

  • 2. Table showing the Respondents using the products of Aiswarya Beverages

29

  • 3. Table showing the Respondents opinion on the Media of Advertisement

31

  • 4. Respondent’s opinion on the satisfaction of Products on Aiswarya Beverages

33

  • 5. Respondents opinion on the offers provided by the company

35

  • 6. Respondents opinion on the demonstration by the dealer

37

  • 7. Respondents opinion on factor influence the purchase decision of Aiswarya Beverages

39

  • 8. Respondents opinion on satisfied with the advertisement of the company

41

  • 9. Respondents opinion on sales promotional activities must be increased in order to increase sales

43

10.Respondents opinion on introduction of new advertisement will increase sales

45

11.Respondents opinion on remember the advertisement of the company

47

12.Respondents opinion on satisfied with the price of the products or services offered

49

13.Respondents opinion on remember the slogan of the advertisement

51

14.Respondents opinion on changing the product.

53

15.Respondents opinion on celebrity campaign will help to improve sales of Aiswarya Beverages

55

16.Respondents opinion on overall sales promotion activities of the company

57

 
  • 1. Chart showing the knowledge of respondents about the company

28

  • 2. Chart showing the Respondents using the products of Aiswarya Beverages

30

  • 3. Chart showing the Respondents opinion on the Media of Advertisement

32

  • 4. Respondent’s opinion on the satisfaction of Products on Aiswarya Beverages

34

  • 5. Respondents opinion on the offers provided by the company

36

  • 6. Respondents opinion on the demonstration by the dealer

38

  • 7. Respondents opinion on factor influence the purchase decision of Aiswarya Beverages

40

  • 8. Respondents opinion on satisfied with the advertisement of the company

42

  • 9. Respondents opinion on sales promotional activities must be increased in order to increase sales

44

10.Respondents opinion on introduction of new advertisement will increase sales

46

11.Respondents opinion on remember the advertisement of the company

48

12.Respondents opinion on satisfied with the price of the products or services offered

50

13.Respondents opinion on remember the slogan of the advertisement

52

14.Respondents opinion on changing the product.

54

15.Respondents opinion on celebrity campaign will help to improve sales of Aiswarya Beverages

56

16.Respondents opinion on overall sales promotion activities of the company

58

LIST OF CHARTS

INTRODUCTION

INTRODUCTION

We are surrounded by advertising—on television, radio, the Internet, as well as on roadside hoardings and in printed media. Most of it is more sophisticated than we realize—almost every professionally produced advertisement is a carefully constructed mixture of words, images, and symbols, chosen with the aid of experts in consumer psychology. Understanding how advertisements work

Importance of Advertising

Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor.

Commercial advertisers often seek to generate increased consumption of their products or services through "branding", which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service

include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).

Objective of the study:

To advice appropriate advertising methods and means to Aiswarya Beverages

To know which advertisement of Aiswarya Beverages is more effective.

To determine effectiveness of advertisement media used by Aiswarya Beverages

To know to what extent advertisement helps in increasing sales

INDUSTRY PROFILE

INDUSTRY PROFILE

Water is the most important necessity for life. The drinking-water needs for individuals vary depending on the climate, physical activity and the body culture. but for average consumers it is estimated to be about two to four litres per day. The growing number of cases of water borne diseases, increasing water pollution, increasing urbanization, increasing scarcity of pure and safe water etc. have made the bottled water business just like other consumer items. Scarcity of potable and wholesome water at railway stations, tourist’s spots, and role of tourism corp. etc. has also added to the growth. Indians currently spending about $330m a year on bottled water, analysts estimate. The packaged water market constitutes 15 per cent of the overall packaged beverage industry, which has annual sales of at least $2.6bn, Deepak Jolly, a spokesperson for Coca-Cola India said. Almost all the major international and national brands water bottles are available in Indian market right from the malls to railway stations, bus stations, grocery stores and even at panwala's shop. Before few years bottle water was considered as the rich people's choice, but now

it is penetrated even in rural areas. The growth and status of Indian Bottled Industry in comparison with Western or Asian market, India is

far behind in terms of quantum, infrastructure, professionalism and

standards implementation. The per capita consumption of mineral water in India is a mere 0.5-liter compared to 111 liter in Europe and 45-liter in USA. Also As per UN study conducted in 122 countries, in connection with water quality, India's number was dismal 120. In comparison to global standards India's bottled water segment is largely unregulated. Former President Dr. A.P.J. Abdul Kalam has urged youngsters on July 17, 2010 to be aware of water conservation techniques to avoid grave water crisis in future."It is so sad that today, people are forced to buy water in plastic bottles. I am told that bottled water industry is worth nearly 10000 crore rupees and even big companies like the Coke and Pepsi are involved in this bottling of water and making money. So, it is imperative that we ought to save water," he added. Do not be surprise if today's bottles water industry becomes next Oil industry by 2025.

Bottled Water Industry in India

Water Shortage and Health Awareness Driving Bottled Water Consumption in India. The Indian market is estimated at about Rs 1,000

Crore and is growing at whopping rate of 40 per cent. By 2010, it will reach Rs 4,000 -5,000 Crore with 33 per cent market for natural mineral water. According to a national-level study, there are more than 200

bottled water brands in India and among them nearly 80 per cent are local brands. In fact, making bottled water is today a cottage industry in the country. Leave alone the metros, where a bottled-water manufacturer can be found even in a one-room shop, in every medium and small city and even some prosperous rural areas there are bottled water manufacturers. While India ranks in the top 10 largest bottled water consumers in the world, it’s per capita per annum consumption of bottled water is estimated to be five liters which is comparatively lower than the global average of 24 liters. Today it is one of India's fastest growing industrial sectors. Between 1999 and 2004, the Indian bottled water market grew at a compound annual growth rate (CAGR) of 25 per cent - the highest in the world. The total annual bottled water consumption in India had tripled to 5 billion liters in 2004 from 1.5 billion liters in 1999. Global consumption of bottled water was nearing 200 billion liters in 2006.

COMPANY PROFILE COMPANY PROFILE

Aiswarya Beverages is a private company incorporated in 2000 with its plant at Thiruvalla in Pathanamthitta District of Kerala. The company was promoted by Aby Mathew, an NRI from UAE. The company’s registered office is located at Kerala.

The company bottles and sells natural mineral water under the brand name Classic, sources its water directly from an underground aquifer located about 130 meters below the earth's surface .

The company started its commercial production in April 2000. The company now proposes to expand its retail distribution network by appointing consignee and distributors agents in various parts of the country. The company’s existing clientele includes 5 Star Hotels, Airlines, Embassies etc, and tie-ups with ‘A’ category retail outlets, modern retail (malls), multiplexes, hyper marts, fine-dine restaurants are also in the offing. The brand Classic, enjoys an aspirational equity amongst consumers and has the potential of truly becoming an international and iconic brand,

it is this potential that the new management proposes to unlock through brand building and enhanced distribution.

Product range of the company include:

The company’s principal activity is to manufacture packaged natural mineral water with in-house facilities to manufacture PET bottles and caps. It markets its products under the brand name Classic natural mineral water is available in four pack sizes namely,20 ltr, 2 ltr, 1 ltr.

Awards/Achievements

The company and the product enjoy the certification of various authorities like HACCP, BIS and ISI in India.

REVIEW OF LITERATURE

Advertising Strategies

encourage

potential

customers to purchase a good or service. An advertising strategy

is

generally tailored to a target audience perceived to be most likely out of

the population to purchase Advertising strategies include elements such

the

as

product. geographic location,

perceived demographics of the audience, price points, special offers, and what advertising media, such as billboards, websites, or television, will be used to present the product. An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well.

Aspects of Advertising

TARGET CONSUMER: - The target consumer is a complex combination of persons. It includes the person who ultimately buys the product, as well as those who decide what product will be bought (but don't physically buy it), and those who influence product purchases, such as children, spouse, and friends. In order to identify the target consumer,

and the forces acting upon any purchasing decision, it is important to define three general criteria in relation to that consumer, as discussed by the Small Business Administration:

Demographics—Age, gender, job, income, ethnicity, and hobbies. Behaviors—When considering the consumers' behavior an advertiser needs to examine the consumers' awareness of the business and its competition, the type of vendors and services the consumer currently uses, and the types of appeals that are likely to convince the consumer to give the advertiser's product or service a chance. Needs and Desires—Here an advertiser must determine the consumer needs—both in practical terms and in terms of self-image, etc.—and the kind of pitch/message that will convince the consumer that the advertiser's services or products can fulfill those needs. PRODUCT CONCEPT :- The product concept grows out of the guidelines established in the "positioning statement." How the product is positioned within the market will dictate the kind of values the product represents, and thus how the target consumer will receive that product. Therefore, it is important to remember that no product is just itself, but, as Courtland L. Bovee and William F. Arenas stated in Contemporary Advertising , a "bundle of values" that the consumer needs to be able to identify with. Whether couched in presentations that emphasize sex,

humor, romance, science, masculinity, or femininity, the consumer must be able to believe in the product's representation. COMMUNICATION MEDIA The communication media is the means by which the advertising message is transmitted to the consumer. In addition to marketing objectives and budgetary restraints, the characteristics of the target consumer need to be considered as an advertiser decides what media to use. The types of media categories from which advertisers can choose include the following:

Print—Primarily newspapers (both weekly and daily) and magazines. Audio—FM and AM radio. Video—Promotional videos, infomercials. World Wide Web. Direct mail. Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses). After deciding on the medium that is 1) financially in reach, and 2) most likely to reach the target audience, an advertiser needs to schedule the broadcasting of that advertising. The media schedule, as defined by Hills, is "the combination of specific times (for example, by day, week, month) when advertisements are inserted into media vehicles and delivered to target audiences."

ADVERTISING MESSAGE:- An advertising message is guided by the "advertising or copy platform," which is a combination of the marketing objectives, copy, art, and production values. This combination is best realized after the target consumer has been analyzed, the product concept has been established, and the media and vehicles have been chosen. At this point, the advertising message can be directed at a very concrete audience to achieve very specific goals. Hiam and Schewe listed three major areas that an advertiser should consider when endeavoring to develop an effective "advertising platform":

What are the product's unique features? How do consumers evaluate the product? What is likely to persuade them to purchase the product? How do competitors rank in the eyes of the consumer? Are there any weaknesses in their positions? What are their strengths? Most business consultants recommend employing an advertising agency to create the art work and write the copy. However, many small businesses don't have the up-front capital to hire such an agency, and therefore need to create their own advertising pieces. When doing this a business owner needs to follow a few important guidelines ADVERTISING BUDGET :- The advertising budget can be written before or after a business owner has developed the advertising strategy.

When to make a budget decision depends on the importance of advertising and the resources available to the business. If, for instance, a business knows that they only have a certain amount of money for advertising then the budget will tend to dictate what advertising is developed and what the overall marketing objectives will be. On the other hand, if a business has the resources available, the advertising strategy can be developed to meet predetermined marketing objectives. For small businesses, it is usually best to put together an advertising budget early in the advertising process. The following approaches are the most common methods of developing an effective budget. All the methods listed are progressive ones that look to perpetuate growth:

Percentage of future or past sales Competitive approach Market share All available funds The task or objective approach The easiest approach—and thus the one that is most often used—is the percentage of future or past sales method. Most industry experts recommend basing spending on anticipated sales, in order to ensure growth. But for a small business, where survival may be a bigger concern

than growth, basing the advertising budget on past sales is often a more sensible approach to take. Advertisements, whatever their medium or format, have two purposes:

To inform us of the availability of a product or service, or to give

details of an event To persuade us, usually to buy something, or to support a cause

Ultimate objective of every organization is to generate sales which will bring revenues to the company, and increase sales advertisement is one of the means. The advertiser’s objectives different from the consumer’s. Ultimately advertiser want consumer to

buy and keep buying their goods and services. To move consumers to action, they must gain their attention. They must then hold their interest long enough to convince them to change their purchasing behavior, try their product, and stick with their product.

Back Ground

We have taken care to standardize facilities across all customer touch points. Up gradation of faculties and continuous improvement in all processes is given importance. The company also takes an active part in imparting training and capability building in all areas including sales, service and business management. All our dealers are connected through the extended network of SAP, ensuring operational efficiency

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Data Collection

For the purpose of study use primary data and secondary data

Primary data

Though the primary data is expensive and time consuming we use

primary data for the purpose of study. Primary data collected directly by

the researcher for the purpose of study

Merits of Primary Data

1. Primary data is more reliable

  • 2. Primary data is more accurate

  • 3. Personal interaction is possible in primary data collection

Demerits of Primary data

1. Primary data is time consuming

2. Primary data is costly

I use primary data for the purpose of study

Secondary data

Secondary data is the data used by the interviewer which are already

published

Things to remember while selecting secondary data

  • 1. Person who collected the data

  • 2. Geographical area from the data is collected

  • 3. Purpose for which the data is collected

  • 4. Time in which the data is collected

Source of secondary data

  • 1. Magazines

  • 2. Journals

  • 3. News Paper

  • 4. Various Books

  • 5. Internet

Questionnaire

Questionnaire is list of questions used for the collection of data in an

investigation form. Schedules are usually prepared with these questions

printed or written on the left side of the paper and space left for answers

on the right side. Questionnaire is necessary for both census and sample

study. The following are some general rules in drafting the questionnaire.

  • 1. The no: of questions should be in minimum

  • 2. The questions should be able to gather all the required information

  • 3. The questions should be arranged in a logical order

  • 4. The questions should be short and simple

  • 5. Questions, which requires calculation for references should be avoided

  • 6. The meaning of technical term is used

In this particular study questionnaire is used in survey to collect data .It is

used because it is useful to know the response directly. The collection of

data for the study was done through direct interview 100 employees of

the company from various departments.

Sample

Sample is the part of the population select for the study under

consideration. Here only a part of the population is studied and the

conclusions are drawn on the basis for entire population.

Sampling Technique

Sampling technique is the method used to select the sample required for

research. Sampling technique is of two types-random sampling technique

and non sampling technique

SL NO

CRITERIA

NO OF

PERCENTAGE

RESPONDENT

OF

S

RESPONDENTS

1

Advertisement

40

40

2

Friends

30

30

3

Dealers

20

20

4

Others

10

10

 

Total

100

100

DATA ANALYSIS AND

INTREPRETATIONDATA ANALYSIS AND INTREPRETATION

TABLE NO: 1 Table showing the knowledge of respondents about the company

Source : Primary Data

INTERPRETATION

From the above table it is clear that 40% of the respondents got the information about the company through advertisements, while 30% say they came to know it through friends, while 20% say they came to know by dealers and others have the opinion that they came to know through other medium.

FIGURE NO: 1 Table showing the knowledge of respondents about the company

45 40 40 35 30 30 25 20 20 15 10 10 5 0 Advertisement Friends
45
40
40
35
30
30
25
20
20
15
10
10
5
0
Advertisement
Friends
Dealers
Others

TABL

E NO: 2 Table showing the Respondents using the products of Aiswarya Beverages

SL NO

CRITERIA

NO OF

PERCENTAGE

RESPONDENT

OF

S

RESPONDENT

S

1

Less than 1 Year

30

30

2

1 – 2 years

30

30

3

3 – 5 years

25

25

4

Above 5 years

15

15

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 30% of the respondents are using the product of Aiswarya Beverages for the last 1 year and another 30% of the

respondents are using the products for 1 – 2 years and

25% of

the

respondents are using the product for 3 – 5 years and the 15% of the respondents are using the products above 5 years.

Figure No: 2 Table showing the Respondents using the products of Aiswarya Beverages

35 30 30 30 25 25 20 15 15 10 5 0 Less than 1 Year
35
30
30
30
25
25
20
15
15
10
5
0
Less than 1 Year
1 – 2 years
3 – 5 years
Above 5 years

TABLE NO: 3 Table showing the Respondents opinion on the Media of Advertisement

SL NO

CRITERIA

NO OF

PERCENTAGE

RESPONDENT

OF

S

RESPONDENT

S

  • 1 Visual Media

35

35

  • 2 Print Media

25

25

  • 3 Audio

15

15

  • 4 Internet

15

15

  • 5 Other

10

10

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 35% of the respondents are of the opinion that Visual Media is the better, while 25% of the respondents are of the opinion that print media is ok while 15% of the respondents prefer audio media, while 15% prefer internet while others prefer other types of media of advertisement

FIGURE NO: 3 Table showing the Respondents opinion on the Media of Advertisement

40 35 35 30 25 25 20 15 15 15 10 10 5 0 Visual Media
40
35
35
30
25
25
20
15
15
15
10
10
5
0
Visual Media
Print Media
Audio
Internet
Other

TABLE NO: 4 Respondent’s opinion on the satisfaction of Products on Aiswarya Beverages

SL NO

CRITERIA

NO OF

PERCENTAGE

RESPONDENT

OF

S

RESPONDENT

S

1

Highly Satisfied

40

40

2

Satisfied

30

30

3

Neutral

15

15

4

Dissatisfied

10

10

5

Highly Dissatisfied

05

05

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 40% of the respondents are using the product of Aiswarya Beverages are highly satisfied with the products while 30% are satisfied, 15% have neutral opinion, while 10% say they dissatisfied another 5% say they highly dissatisfied with the products of Aiswarya Beverages.

FIGURE NO: 4 Respondent’s opinion on the satisfaction of Products on Aiswarya Beverages

45 40 40 35 30 30 25 20 15 15 10 10 5 5 0
45
40
40
35
30
30
25
20
15
15
10
10
5
5
0

TABLE NO: 5 Respondents opinion on the offers provided by the company

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Website

40

40

2

Advertisement

40

30

3

Message

10

10

4

Sales Representative

10

10

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that40% respondents came to know the offers of the company through website, while 40% came to know through advertisement, while 10% came to know through messages, while 10% came to know through sales representatives.

FIGURE NO: 5 Respondents opinion on the offers provided by the company

45 40 40 40 35 30 25 20 15 10 10 10 5 0 Website Advertisement
45
40
40
40
35
30
25
20
15
10
10
10
5
0
Website
Advertisement
Message
Sales Representative

TABLE NO: 6 Respondents opinion on the demonstration by the dealer

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Excellent

40

40

2

Very Good

30

30

3

Good

20

20

4

Average

10

10

5

Poor

0

0

6

Bad

0

0

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 40% respondents have the opinion excellent, while 30% have the opinion very good, 20% have the opinion good, 10% have the opinion average.

FIGURE NO: 6 Respondents opinion on the demonstration by the dealer

45 40 40 35 30 30 25 20 20 15 10 10 5 0 Excellent Very
45
40
40
35
30
30
25
20
20
15
10
10
5
0
Excellent
Very Good
Good
Average
Poor 0
Bad 0

TABLE

NO: 7 Respondents opinion on factor influence the purchase decision of Aiswarya Beverages

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Advertisements

30

30

2

Offers

30

30

3

Brand Image

20

20

4

Coverage

10

10

5

Others

10

10

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 30 have the opinion advertisements, 30% have the opinion Offers, 20% say brand image, 10% coverage of the products while 10% say other factors influence the purchase.

FIGURE NO: 7 Respondents opinion on factor influence the purchase decision of Aiswarya Beverages

35 30 30 30 25 20 20 15 10 10 10 5 0 Advertisements Offers Brand
35
30
30
30
25
20
20
15
10
10
10
5
0
Advertisements
Offers
Brand Image
Coverage
Others

TABLE NO: 8 Respondents opinion on satisfied with the advertisement of the company

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Highly Satisfied

50

50

2

Satisfied

25

25

3

Neutral

0

0

4

Dissatisfied

15

15

5

Highly Dissatisfied

10

10

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 50% are satisfied, 25 % is satisfied 15% dissatisfied, and the remaining 10% is highly dissatisfied.

FIGURE NO: 8 Respondents opinion on satisfied with the advertisement of the company

60 50 50 40 30 25 20 15 10 10 0 0
60
50
50
40
30
25
20
15
10
10
0
0

TABLE NO: 9 Respondents opinion on sales promotional activities must be increased in order to increase sales

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

  • 1 Strongly Agree

60

60

  • 2 Agree

20

20

  • 3 Neutral

0

0

  • 4 Disagree

10

10

  • 5 Strongly Agree

10

10

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 60% strongly agree, 20% agree, 10% disagree, 10% strongly disagree.

FIGURE NO: 9 Respondents opinion on sales promotional activities must be increased in order to increase sales

70 60 60 50 40 30 20 20 10 10 10 0 0 Strongly Agree Agree
70
60
60
50
40
30
20
20
10
10
10
0
0
Strongly Agree
Agree
Neutral
Disagree
Strongly Agree

TABLE NO: 10 Respondents opinion on introduction of new advertisement will

increase sales

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Yes

80

80

2

No

10

10

3

Sometimes

10

10

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 80% of the respondents have the opinion that introduction of new advertisement will increase sales. 10% say no and the remaining 10% say sometimes it may increase sales.

FIGURE NO: 10 Respondents opinion on introduction of new advertisement will

increase sales

90 80 80 70 60 50 40 30 20 10 10 10 0 Yes No Sometimes
90
80
80
70
60
50
40
30
20
10
10
10
0
Yes
No
Sometimes

TABLE NO: 11 Respondents opinion on remember the advertisement of the

 

company

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Yes

75

75

2

No

25

25

3

Sometimes

0

0

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 75% say yes, while 25% say no, they can’t remember the advertisement of the company.

FIGURE NO: 11 Respondents opinion on remember the advertisement of the

company

80 75 70 60 50 40 30 25 20 10 0 0 Yes No Sometimes
80
75
70
60
50
40
30
25
20
10
0
0
Yes
No
Sometimes

TABLE NO: 12 Respondents opinion on satisfied with the price of the products or services offered

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Highly Satisfied

50

50

2

Satisfied

25

25

3

Neutral

0

0

4

Dissatisfied

15

15

5

Highly Dissatisfied

10

10

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 50% are highly satisfied, 25% are satisfied, 15% are dissatisfied and 10% are highly dissatisfied.

FIGURE NO: 12 Respondents opinion on satisfied with the price of the products or services offered

60 50 50 40 30 25 20 15 10 10 0 0
60
50
50
40
30
25
20
15
10
10
0
0

TABLE NO: 13 Respondents opinion on remember the slogan of the advertisement

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Yes

90

90

2

No

10

10

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 90% of the respondents say that they remember the slogan of the advertisement and the 10% of the opinion say no.

FIGURE NO: 13 Respondents opinion on remember the slogan of the advertisement

100 90 90 80 70 60 50 40 30 20 10 10 0 Yes No
100
90
90
80
70
60
50
40
30
20
10
10
0
Yes
No

TABLE NO: 14 Respondents opinion on changing the product.

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Yes

20

20

2

No

80

80

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 80% of the respondents say they are not willing to change the product while 20% say they may change the product.

FIGURE NO: 14 Respondents opinion on changing the product.

90 80 80 70 60 50 40 30 20 20 10 0 Yes No
90
80
80
70
60
50
40
30
20
20
10
0
Yes
No

TABLE NO: 15 Respondents opinion on celebrity campaign will help to improve sales of Aiswarya Beverages

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

  • 1 Strongly Agree

60

60

  • 2 Agree

20

20

  • 3 Neutral

0

0

  • 4 Disagree

10

10

  • 5 Strongly Agree

10

10

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 60% strongly agree, 20% agree to celebrity campaign will help to improve sales of Aiswarya Beverages while 10% disagree and the remaining 10% Strongly disagree.

FIGURE NO: 15 Respondents opinion on celebrity campaign will help to improve sales of Aiswarya

70 60 60 50 40 30 20 20 10 10 10 0 0 Strongly Agree Agree
70
60
60
50
40
30
20
20
10
10
10
0
0
Strongly Agree
Agree
Neutral
Disagree
Strongly Agree

TABLE NO: 16 Respondents opinion on overall sales promotion activities of the company

SL NO

CRITERIA

NO OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

1

Highly Satisfied

70

70

2

Satisfied

20

20

3

Neutral

0

0

4

Dissatisfied

10

10

5

Highly Dissatisfied

0

0

 

100

100

Source Primary Data

INTERPRETATION

From the above table it is clear that 70% say they are highly satisfied with the overall sales promotion and 20% say they are satisfied and the remaining 10% say they are dissatisfied.

FIGURE NO: 16 Respondents opinion on overall sales promotion activities of the company

80 70 70 60 50 40 30 20 20 10 10 0 0 0
80
70
70
60
50
40
30
20
20
10
10
0
0
0

FINDINGS

Findings

40% of the respondents got the information about the company

through advertisements.

30% of the respondents are using the product of Aiswarya Beverages

for the last 1 year and another 30% of the respondents are using the

products for 1 – 2 years.

35% of the respondents are of the opinion that Visual Media is the

better, while 25% of the respondents are of the opinion that print

media is ok while 15% of the respondents prefer audio media, while

15% prefer internet while others prefer other types of media of

advertisement

40% of the respondents are using the product of Aiswarya Beverages

are highly satisfied with the products.

40% respondents came to know the offers of the company through

website, while 40% came to know through advertisement, while 10%

came to know through messages, while 10% came to know through

sales representatives.

80% of the respondents have the opinion that introduction of new

advertisement will increase sales. 10% say no and the remaining 10%

say sometimes it may increase sales.

80% of the respondents say they are not willing to change the product

while 20% say they may change the product.

60% strongly agree, 20% agree to celebrity campaign will help to

improve sales of Aiswarya Beverages while 10% disagree and the

remaining 10% Strongly disagree.

70% say they are highly satisfied with the overall sales promotion

and 20% say they are satisfied and the remaining 10% say they are

dissatisfied.

SUGGESTIONS

SUGGESTIONS

1) Newspaper is the media through which most of the customer could

know about Aiswarya Beverages So company should emphasis on this

mean of advertisement so as to create awareness

2) To make ads effective company should use celebrities in ads and

there should be action and thrill in ads that attracts viewer

3) Company can think of installing hoarding in prime locations for the

visibility

4) The company should spend more on advertisement that is news

paper, hoardings, road shows, local TV spot networks.

5) Considering competition, firm should increase its advertising

budget

6) Strongly recommending arranging of display at stores

7) Catchy labels may attract customers

CONCLUSION

CONCLUSION

As per my topic effectiveness of Advertisement of Aiswarya

Beverages, I verified their advertising strategies on such period and I

conclude that all the advertising procedure are ok. On verify their

advertising strategies, I understand that the firm will go first in their

respective industry for this the firm may try to expand their different

types of advertising.

BIBLIOGRAPHY

BIBLIOGRAPHY

BOOKS

Kothari

.C.R(20000),Research

Methodology,Vishwa

Prakasham,New

Delhi

Kotler Philip, Marketing Management,Publisher Pearson Education,Tenth Edition

Malhotra Naresh, Research Methodology,

WEB SITES

APPENDIX

QUESTIONNAIRE

  • 1. Name

  • 2. Age Group Below 20 20 – 40 40 – 60 Above 60

  • 3. How do you come to know about the Company? Advertisements Friends Dealers Others

  • 4. How long are you using products offered by the Company? Less than 1 year 1 – 2 year 3 – 5 Year Above 5 Year

  • 5. Which media of advertisement will be effective? Visual Media Print Media

Audio Media

Internet

Others

  • 6. Are you satisfied with you existing products of Aiswarya Beverages

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied

  • 7. How do you come to know about new offers provided by the company? Website Advertisement  Messages

Sales Representatives

  • 8. Are you satisfied with the products offered by the company? Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied

  • 9. How will you rate the demonstration provided by dealer?

Excellent 

Very good 

Good

Average

Poor

Bad

10.Which factor influence the purchase decision of Aiswarya

Beverages

Advertisement

Offers

Brand Image

Coverage

Others

11.Are you satisfied with the advertisement of the company?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied

12.Do you agree that the sales promotional activities must be

increased in order to increase sales?

Strongly Agree

Agree

Neutral

Disagree

Strongly disagree

13.Do you think that the introduction of new advertisement will

increase sales?

Yes

No

Sometimes

14.Can you remember the advertisement of the company?

Yes

No

Sometimes

15.Are you satisfied with the price of the products or services offered?

Highly satisfied

Satisfied

Neutral

Highly Dissatisfied

Dissatisfied

16.Can you remember the slogan of the advertisement?

Yes

No

17.Are you willing to change your products?

Yes

No

18.Do you agree that celebrity campaign will help to improve sales of

Aiswarya Beverages

Strongly Agree

Agree

Strongly disagree

Neutral

Disagree

19.Are you satisfied with the overall sales promotion activities of the

company?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied