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Rejunvation of brand
“SIL” under
Good Food Group A/s
Tanush Sharma
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Rejunvation of Brand “SIL”
Submitted To:
Submitted By:
Tanush Sharma
Roll No: 94
EPGDIB (2009-10)
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Acknowledgement
This project report provides me with an opportunity to put into practice the
theoretical knowledge acquired all through my academic career.
I am highly indebted to Dr. Saikat Banerjee for his invaluable help and
guidance.
I would also like to acknowledge the management of Good Food Group A/s
for providing me details and industry insights to complete the project report
Last but not the least I would like to thank to all whom have directly or
indirectly helped me in completing this report.
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Certificate
This is to certify that Project titled " Rejunvation of Brand SIL under
Good Foods Group A/s" submitted by “Tanush Sharma” (Roll No:94)
for the partial fulfillment of the requirement of Executive Post Graduate
Diploma in International Business is a bonafide work carried out by him,
under my guidance and supervision.
The work has not been submitted by him/her elsewhere for the award of any
other degree/diploma.
Chairman, EPGDIB
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Contents
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Executive Summary
SIL has been the leading brand in Jams in India. Sil with its wide range of
products caters to the premium segment of the processed food market. Sil
faces intense competition in all across its product portfolio of jams, soups,
mayonnaise and sauces. With the intense competition SIL has to cater to the
various needs of the consumers.
This project aims at identifying the problems faced by SIL in the Jam
market. Through the project we have analyzed the strategies followed by SIL
in the Jams segment which is the third biggest segment in Indian processed
food market. This study is devoted towards understanding and analyzing the
techniques being used by Good Food Group A/s towards reviving SIL brand.
We have recommended a plan for SIL Jams with other suggestions to face
the competition in the near future and the long run.
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Objectives
To study the brand management tools adopted by Good Food Group A/s to
revive SIL products (Jams) in Indian market with special emphasis on
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Methodology of Study
In-depth study of shift in brand image under Good food Group A/s.
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Introduction: SIL
o A quality production process that retains the aroma and taste for
a longer time
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Chapter 1
Literature Survey
Brand identity is a unique set of brand associations that the brand strategist
aspires to create or maintain. These associations represent what the brand
stands for and imply a promise to customers from the organization
members.
Brand identity should establish a relationship between the brand and the
customer by generating a value proposition involving functional, emotional
or self-expressive benefits.
The extended brand identity includes elements that provide texture and
completeness. The core identity usually does not possess enough detail to
perform all of the functions of a brand identity. In particular, a brand identity
should help a company decide which program or communication is effective
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and which be damaging or off the target. Even a well-thought-out and on-
target core identity may ultimately be too ambiguous or incomplete for this
task. A brand personality does not often become a part of the core identity.
However it can be exactly the right vehicle to add the needed texture and
completeness by being a part of the extended identity. It provides the
strategist with the opportunity to add full detail to complete the picture.
Brand as a product
Brand as an organization
Brand as a person
Brand as a symbol
Brand as a Product
A core element of a brand‟s identity is usually its product thrust, which will
affect the type of associations that are desirable and feasible. A strong link
to a product class means that the brand will be recalled when the product
class is cued. A dominant brand will often be the only brand recalled.
Similarly, Bisleri is the word almost synonymous with the mineral water.
Whenever one thinks of mineral water Bisleri is the first name that comes
to their mind. (Now the leader in this segment is Kinley)
Brand as an Organization
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aspects can be described as product attributes in some contexts and
organizational attributes in other contexts. Quality or innovation, for
instance could be a product-related attribute if it is based on the design and
features of a specific product offering while if it is based on the
organizational cultures values and programs it would be an organizational-
related attribute. In some cases there can be a combination of the two
perspectives. However organizational attributes are more enduring and more
resistant to competitive claims than are product attributes because:
Brand as a Person
FARDEEN KHAN for PROVOGUE - In this case you would associate Fardeen
Khan with someone who is cool, trendy, from the upper class, fun loving.
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With Fardeen khan endorsing for provogue people’s perception about
Provogue clothes is also cool, trendy, for people who are fun loving.
Brand as a Symbol
A strong symbol can provide cohesion and structure to an identity and make
it much easy to gain recognition and recall. Its presence can be a key
ingredient of brand development and its absence can be substantial
handicap. Elevating symbols to the status of being part of the brand identity
reflects their potential power. Anything that represents a brand can be a
symbol including programs such as the Ronald McDonald house. Symbols
involving visual imagery can be memorable and powerful such as the Nike‟s
“Swoosh” symbol and the McDonald‟s golden arches. Each strong visual
image captures much of its respective brand‟s identity because connections
between the symbol and the identity elements have been built up over time.
It just takes a glance to be reminded of the brand.
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Chapter 2
Industry Overview
PRODUCTS
Fruits
Processed Frozen
Fruit Pulp Slices
Juice and Squash
Jams, Jellies
Syrup
Mango, Banana, Apple, Guava,
Peaches, Pineapple, lichees, Grapes,
Strawberries
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Bottled juices, squashes, jams - popular in the domestic market
Small quantities - < 10 % - of processed fruits & vegetables are
canned; most of these are for exports
Leading Processors
Multinationals : Pepsi Foods, Hindustan Lever Brooke Bond Lipton,
Bangalore; Nestle, New Delhi;
Large Indian companies : Godrej Foods, Parle Products, American Dry
Fruits
In addition, several state co-operative federations (in Maharashtra,
Karnataka, Punjab) are active.
Industry Structure
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Major Processing centers
Market Characteristics
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North & South account for 78% of business. Untapped potential in
the East due to lack of local capacity
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Chapter 3
The primary research work was based on Kapferer‟s Brand Identity Prism.
– E.G. the physique of Philips is “technology and reliability” while for the
brand Tata it is “trust”
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• Reflection is the consumer‟s perception for what the brands stands for.
– E.G. BMW Car owner think that since he has bought the car he is treating
himself to one of the best car in the world.
What is a Brand?
1) External
2) Internal
• Name
• Logo
• Advertising
• Brand Identity
• Environments
• Business Process
• Customer Relations
• Brand Values
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• Training
• Quality
• Staff Motivation
• Recruitment Policies
• Technology etc.
Now let us look at the Brand Identity Prism based on Kapferer model
• Physical
• Personality
• Relationship
• Culture
– Set of Values
• Reflection
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– Customer‟s view of the brand
• Self-Image
Sify India have built the brand on basis of the Kapferer Model
Sify India
• Physical
• Personality
• Culture
• Self -image
• Reflection
• Relationship
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Chapter 4
Methodology
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Discussion Questionnaire: SIL (Jams)
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Can you explain lifestyle of your Educated, well settled,
typical customer? upwardly mobile and brand
Current identity conscious
How does the market see your Day by day acceptance level is
BRAND today? increasing
What aspect of your image needs Sil is known for quality, this
improvement? we want to maintain
How do you want your image to No1 Brand in its segment on
be seen in 2 years? Quality parameters.
Who are your competitors? Kissan, Mapro ,Tops etc
How are they better/worse than Levers, Mapro and local brands
your BRAND? are good at their extensive
distribution with their baskets
full of products to generate
Consumer Questionnaire: Attached as an Annexure
interest in the channel
partners
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Consumer Response and Gap analysis
Sample Size
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Demographics
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Brand in One Sentence
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Company‟s perceived Brand Identity “Lip Smacking goodness” is close
second to customer conviction of the product being “Right Quality at Right
Price”. The gap needs to be addressed in all communication platforms.
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Customer appreciates the packaging and taste of the product which is in line
with the management‟s objectives of quality product at right price. But the
customers do not consider Jam to be a healthy product because of general
bias and deep perception carried by Indian society against all processed and
packaged foods.
Personality
SIL as a brand
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Consumer and management are in complete consensus on Brand‟s
personality traits. Both consider the product as Swift as Rabbit, as Reliable
as Sachin and as Convenient as Radio Taxi.
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Consumer rates the product high on parameters such as Quality, Taste and
Value for money, which is in line with management‟s expectations.
But the worrying point is product availability which is very low. Company
needs to improve its distribution/supply chain both intensively and
extensively.
Relationship
Maximum people consume it with Family on breakfast table and this should
be kept in mind while deciding future communication strategies.
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SIL belongs to which culture?
Reflection
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SIL is considered to be a Quality product and the customer agrees with the
management‟s view of “Reviving Childhood” while consuming SIL.
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Self Image
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Company has rightly identified its consumers as Fun loving, Quality
conscious, Health conscious and Upwardly mobile.
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Consumer considers SIL as a Super Quality, Safe, Energetic and caring
brand.
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Recommendations
Awareness
SIL as a brand is recognized by the customer, but its absence from market
for quite some time has affected its customer base and the company has
failed in creating awareness among the consumers about brand‟s relaunch.
The best way to do this is to make the product available on the cash counter
in a small display stand so that the consumer has the opportunity to touch
and feel it. Also BTL activities like Sampling, Mystery Customer and Display
Contest can help in achieving the results.
Availability
Quality sales staff, introducing incentives to outlet owners and target based
schemes will help to improve product availability. Since Modern Trade has
come up as an important destination for buying grocery and daily need
products, special initiatives should be taken to capture the modern trade.
As presently the brand is not available in all the Modern Trade outlets.
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Communication
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Annexure
Consumer Questionnaire
Attractive
packaging
Tastes Good
Healthy
Personality
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Statements about SIL
When, where with whom do I have SIL? (Select One in each category)
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Reflection:
Self Image
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What do you expect from SIL?
Upper Class
Upper Middle Class
Lower Middle Class
Lower Class
Demographics
1. Your Age
a) 10- 15
b) 15-20
c) 20-30
d) 30-40
e) 40-50
f) 50+
2. Sex
a) Male
b) Female
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4. Where do you generally buy your SIL from?
5. Your profession
a) Own Business
b) Self Employed
c) Housewife
d) Student
a) Under 10000
b) 10000-15000
c) 15000-25000
d) 25000-35000
e) 35000-45000
f) 45000+
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Sources
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