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[2009]

IIFT New Delhi

Rejunvation of brand
“SIL” under
Good Food Group A/s
Tanush Sharma

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Rejunvation of Brand “SIL”

under Good Foods Group A/s

Research Project Report

Submitted To:

Dr. Saikat Banerjee

Submitted By:

Tanush Sharma

Roll No: 94

EPGDIB (2009-10)

Executive Post Graduate Diploma in International Business


Indian Institute of Foreign Trade, New Delhi

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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 express my sincere gratitude to all respected faculty members of EPGDIB


course.

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.

Dated………… Signature of the guide

(Prof. Saikat Banerjee)

Dated………….. Counter signed by

Chairman, EPGDIB

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Contents

Executive Summary .............................................................................................................................. 6


Objectives.................................................................................................................................................. 7
Methodology of Study ........................................................................................................................... 8
Introduction: SIL .................................................................................................................................... 9
Chapter 1 ................................................................................................................................................. 10
Literature Survey ................................................................................................................................. 10
Brand Identity - A Brand Building Concept ................................................................................ 10
Chapter 2 ................................................................................................................................................. 14
Industry Overview ............................................................................................................................... 14
Chapter 3 ................................................................................................................................................. 18
Primary Work Plan ............................................................................................................................... 18
Kapferer‟s Brand Identity prism ..................................................................................................... 18
Chapter 4 ................................................................................................................................................. 22
Research Work and Findings............................................................................................................ 22
Methodology ........................................................................................................................................... 22
Consumer Response and Gap analysis ........................................................................................ 25
Recommendations................................................................................................................................ 37
Annexure ................................................................................................................................................. 39
Sources..................................................................................................................................................... 44

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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

a) Brand Image vis a vis planned Brand Identity

b) Shift in consumer perception of the brand, if any.

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Methodology of Study

Understanding Brand profile and communication mix with Brand Manager

In-depth study of shift in brand image under Good food Group A/s.

Subjective interview method with company executives

Consumer survey through structured questionnaire with pre decided sample


matrix

Analyzing the effectiveness of used communication route and communication


media.

Conclusion and inference

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Introduction: SIL

SIL is a processed food brand of quality jams, soups, mayonnaise and


sauces. Established in 1952 by a Parsi Food Technologist „Mr.Rustumjee‟, Sil
started as a processed fruit and continental food brand with a variety of
foods in cans and bottles. In 1993 marketing of SIL was taken over by
„Marico Industries Ltd.‟ In March 2008 SIL was acquired by Scandic Food
India Private Limited from Marico. Scandic food India Pvt. Ltd. is a 100%
subsidiary of Denmark based “Good Food Group A/s”. Founded in 1951 as a
cookie manufacturer, Good Food A/s today has grown to become a major
processed food producing company. Its product portfolio consists of Jams,
Marmalades, Juices, Dressings, Gourmet products, frozen fruits &
vegetables, Honey, Nuts and pasta. The group provides quality food
products to customers in more than 65 countries with a turnover of 1100
million DKK. Scandic Food envisages to be a leading player in the Indian
Processed Foods Sector.

USPs of SIL Jams

Sil range of jams promises great taste with loads of fun

What makes Sil different??

o Use of richer ingredients

o A quality production process that retains the aroma and taste for
a longer time

o Usage of human visuals on the pack…which „say‟ to the


consumers to have fun….

o Usage of pictorial barcode….a first in India….to adds to the fun


factor…&

The ever knowledge filled Sil Fun facts…..

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Chapter 1

Literature Survey

Brand Identity - A Brand Building Concept

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.

Brand identity consists of a core identity and an extended identity. The


core identity represents the timeless essence of a brand .It is central to both
the meaning and success of the brand. It indicates the reasons why the
brand as been brought into existence. It contains the associations that are
most likely to remain constant as the brand travels to new markets and
products. The elements of the core identity remain more resistant to change
than the elements of the extended identity. Thus the core identity is timeless
while the brand position or the communication strategies might change. It is
generally the first word that people behind the brand may utter when asked
what the brand stands for:

Lux - Beauty bar for young women


Dettol - Antiseptic, protection
Johnson & Johnson - Trust and quality a baby needs

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 identity consists of twelve dimensions organized around four


perspectives:

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.

Band Aid in adhesive bandages i.e. whenever we think of bandages Band


Aid is the first thing that comes to our mind. And many a times the
consumers use the word Band Aid instead of bandage.

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

The brand as organization perspective focuses on attributes of the


organization rather than those of the product or service. The people, culture,
values and programs of the company create such organization attributes as
innovation, a drive for quality and concern for the environment. Some brand

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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:

It is much easier to copy a product than to copy an organization with


unique people, cultures and programs.
Organizational attributes usually apply to a set of product classes and
a competitor in only one product class may find difficult to compete.
Organizational attributes such as being innovative are hard to
communicate and evaluate it is difficult for competitors to demonstrate
that they have overcome any perceived gap.

Brand as a Person

Brand personality is an important area of study for at least two reasons.


First, research has shown that a strong brand personality may justify a
higher price premium. Moreover, brand personality can play a key role in
differentiating a brand in a product category where there is actually little or
no difference between products. Prior research indicates that the greater
the similarity between a consumer‟s personality characteristics and the
characteristics that they believe comprise the brand, the greater the
preference for that brand. Brand-as-person perspective suggests a brand
identity that is richer and more interesting than one based on product
attributes. Like a person, a brand can be perceived as being upscale,
competent, impressive, trustworthy, fun, active, humorous, casual, formal,
youthful or intellectual.

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.

A brand personality can help create a stronger brand in many ways:

It can help create a self-expressive benefit that becomes a vehicle for


the customer top express his or her personality. E.g. an Apple user
might consider himself to be casual, anti corporate and creative.
Just as human personalities affect relationship between people, brand
personality can be the basis of a relationship between the customer
and the brand. E.g. Mercedes Benz might be perceived as a upscale,
admired person.
It might help communicate a product attribute and thus contribute to a
functional benefit. E.g. The strong, energetic personality of the Ambuja
man suggests that Ambuja cement is also strong and energetic.

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

Processed Fruits & Vegetables Market

Fruits & vegetables processed in 2007-08- Rs 5000 crores


Fruits & vegetable processing in India has been growing at 13% per
annum
Export of Jams, jellies and mermaids in 2008 touched USD 56928
thousands

Industry & Government

Processed foods industry - accorded high priority status, owing


to its export potential
Around 20 laws concerning processed food products
Fruit Products Order, 1955 regulates sector and necessitates
licenses for all units

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.

Leading Jams: Kissan, Sil, TOPS, Mapro


brands Sauce/Ketchup: Kissan, Maggi
(Indian) Tomato Puree: Godrej
Fruit Juice: Frooti, Jumpin, Onjus, Real,
Tropicana
Canned & Bottled Products: Kissan,
Pickles: Ruchi, Priya, Mother’s Recipe, Bedekar
Chips/Extruded Snacks: Ruffles, Lays, Uncle
Chips
Frozen vegetables: Green Gold, Safal

Industry Structure

Industry highly fragmented


Around 4,100 processing units, of which, over 85% units are in
small and medium sector, predominantly in the west and north
zones
Processing units classified by size - small (< 50 TPA) medium
(50 - 250 TPA) and large (> 250 TPA)
Large Indian Corporates and multi-nationals can process 30
MT/hour
Location of units determined by proximity to raw materials,
market

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Major Processing centers

Jams & Jellies: Maharashtra, New Delhi , Karnataka


Squashes : Karnataka, Gujarat, Maharashtra, Himachal
Pradesh
Fruit juice/Pulp: Karnataka, Maharashtra, Himachal Pradesh
Tomato Products: Maharashtra, AP, Punjab, Karnataka
Canned Products: New Delhi, Uttar Pradesh, Punjab,
Haryana
Frozen Products: Maharashtra, New Delhi, Karnataka
Pickles: Maharashtra, AP, Tamilnadu

Market Characteristics

Domestic market for processed fruits & vegetables still nascent -


preference for fresh (rather than canned) fruit or vegetable
Export markets - predominantly for canned fruits & vegetables
Fruits, juices & pulp : Domestic market - Tetra packed fruit juices
(Parle‟s Frooti, Godrej's Jumpin, Dabur‟s Real & Enkay‟s Onjus - major
brands); Export markets - canned fruits, fruit pulp, fruit juices
Jams & jellies - Primarily for the domestic markets; major brands :
Hindustan Lever‟s Kissan , SIL, Mapro, TOPS and small regional
brands
Pickles - Exported as well as sold in the domestic markets; Only
regional brands of pickles (Ruchi - south, Bedekar in the west)

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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

Primary Work Plan

The primary research work was based on Kapferer‟s Brand Identity Prism.

Kapferer’s Brand Identity prism

KAPFERER represents brand identity diagrammatically as a six-sided prism


as shown below:

• Physique according to Kapferer is the basis of the brand.

– E.G. the physique of Philips is “technology and reliability” while for the
brand Tata it is “trust”

• Personality: it answers the question “what happens to this brand when it


becomes a person?”

• Culture symbolizes the organization, its country-of-origin and the values it


stands for.

– E.G. traditional brands like balsara, dabur and zandu.

• Relationship is the handshake between consumer and the organization.

– E.G. the relationship with “safola” is safety.

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• Reflection is the consumer‟s perception for what the brands stands for.

– E.G. coke‟s image more attract youth.

• Self-image is what the consumer thinks of himself.

– 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.

Kapferer‟s model in detail…

What is a Brand?

“A Brand is a complex symbol. It is the intangible sum of a product‟s


attributes, its name, packaging and price, its history, reputation, and the
way it‟s advertised. A brand is also defined by consumer‟s impression of
people who use it, as well as their own experience”

How Brand Experience is differentiated?

Brand Experiences are of two types

1) External
2) Internal

The External Brand Experience include

• Name

• Logo

• Advertising

• Brand Identity

• Environments

• Products & Service

The Internal Brand Experience include

• 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

and the 6 key dimensions in it

• Physical

– Product features, symbols & attributes

• Personality

– Character & attitude

• Relationship

– Beliefs & association

• Culture

– Set of Values

• Reflection

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– Customer‟s view of the brand

• Self-Image

– Internal mirror of customer as user of brand

Let us now understand the prism with an example…

Sify India have built the brand on basis of the Kapferer Model

Sify India

• Physical

– Kite Symbol, Online Access

• Personality

– Innovative & Tech savvy

• Culture

– Customer centric & Indian

• Self -image

– "net" way of life empowered

• Reflection

– Consistent & dependable performer

• Relationship

– Best guide to the net

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Chapter 4

Research Work and Findings

Methodology

1) Set of pre decided questions were asked to the Brand manager


of SIL to understand the management‟s perception of the brand.

2) A separate Questionnaire was prepared for the consumers and


the survey was conducted during India International Trade Fair
2009, New Delhi at the SIL Pavilion. (Questionnaire attached as
an Annexure)

3) Analysis was done to find the Gaps

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Discussion Questionnaire: SIL (Jams)

General questions about your Responses as given by Brand


business: Manager
What is your business? To deliver customer
satisfaction through quality
How old is your company? 1 Year old In India as Good
Foods Group otherwise SIL is
Size of your company? 15 croresince 1952
present

Your business in one sentence? To raise consumer satisfaction


level by feeding them with
Your business in two words? Customer satisfaction
new Quality standards.

Your business in one word? Reliability

Your BRAND in one sentence? Lip Smacking goodness

Your BRAND……………. in one Quality


WORD?
Your target

Who is your customer? Young, literate, quality


conscious working women
If your customer was a cartoon “Billoo” by Pran
between 25-35 and kids
character who would it be?
What might be the aspirations of Healthy Living
your customer?
If your customers are to socialize Love, care and Affection
with your brand, what type of
Your customer
relations in one have?
they should sentence? Upwardly mobile with healthy
lifestyle
Your customer in five words? Intelligent, Smart, Brand
conscious, young and fun
What type of values that are loving Quality, care, satisfaction and
bought by the customer? recognition
What might be the expectations of Quality, Energy and Safety
your customer from your brand?
What should be the experience of Reviving Child in them
your customer at the time of
consuming your brand?

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Can you explain lifestyle of your Educated, well settled,
typical customer? upwardly mobile and brand
Current identity conscious

Do you already have an identity? Sil is known for consistent


Express it in one sentence quality and innovative
What do or don‟t you like about it We appreciate the leaps taken
approach.
and why? by the product in attaining the
A little more in depth current personality over a
period of time.
How did you start the BRAND? Started by Mr. Rustamji in
1952
Is there a story that is unique to No
your BRAND?
If you brand was a person who Sachin Tendulkar
would it be?
If your brand was an object what Radio Taxi
would it be?
If your brand was an animal what Rabbit
would it be?
If your brand belongs to a European Culture
particular culture what would it
If
be?you are to write „soft skills‟ of Smart, Aspirational, Polished
your brand, what should you and Noble
The market
write?

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

65

Demographics

Where do you generally buy your SIL from?

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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.

Describe the Physique of SIL Jam

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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.

Statements about SIL

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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

When, where with whom do I have SIL?

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?

Consumer perceives SIL to be a Modern Cultured Brand, whereas the


management wants it to be treated as a European cultured.

The gap is perceptible as for most of the Indian consumers there is no


difference between Modern and European cultures.

Keeping in mind the consumer perception means should be devised to


benefit from modern culture route rather than emphasizing on the European
connection.

Reflection

How would you feel as a SIL Customer?

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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

How would you describe yourself?

34
Company has rightly identified its consumers as Fun loving, Quality
conscious, Health conscious and Upwardly mobile.

What do you expect from SIL?

35
Consumer considers SIL as a Super Quality, Safe, Energetic and caring
brand.

The only disagreement with the company is in recognition platform. The


consumers do not rate it high on premiumness which needs to be tackled.

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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.

This problem of consumer unawareness about brand‟s relaunch need to be


tackled on top most priority as otherwise the consumer ignorance has
potential to mar all other initiatives taken by the company.

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

Earlier when the brand was marketed by Marico it had commendable


presence. Having lost that advantage by being out of the market, the
product availability is the weakest link since its relaunch.

Company has failed to recapture the outlets. If not tackled immediately it


will deteriorate the brand‟s health and stability. To improve the brand
availability the company the company should strengthen its supply chain by
taking in confidence the outlet owners about its seriousness towards
reestablishing the brand.

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

As per the survey there is a little gap in company‟s communication and


consumer understanding of the brand. Management should device “Pocket
wise” aggressive communication campaign.

As the product is not present nationally, Vernacular Press, Cable TV


Network, Radio Jingles, Shop Front Gates (low budget advertisement
options) could be used for popularizing the brand.

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Annexure
Consumer Questionnaire

Picture of Sender (Only for Customer)

Describe the Brand in One Sentence (Select One)

Strongly Disagree Neither Agree Strongly


disagree agree Agree
nor
disagree
It is a low end brand
Right Quality at Right Price
Lip Smacking goodness
It is expensive for the quality
offered
It brings happiness into my life
Physique

Strongly Disagree Neither Agree Strongly


disagree agree nor Agree
disagree
Melts in
your mouth
Filling

Attractive
packaging
Tastes Good

Healthy

Personality

SIL as a brand: - (Select One in each category)

Animal Cricket Personality Object


Cheetah Dhoni
Lion Sachin Tendulkar Radio
Taxi
Cow Dravid Maruti
Rabbit Sourav Ganguly
Deer Sehwag

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Statements about SIL

Strongly Disagree Neither Agree Strongly


disagree agree nor Agree
disagree
Value for
money
Taste
Availability
Quality
Excitement
Smart
Aspirational
Polished
Nobel
Relationship

When, where with whom do I have SIL? (Select One in each category)

Strongly Agree Neither Disagree Strongly


agree agree nor Disagree
disagree
Family
Colleagues
at work
Anyone
Alone
Breakfast
With guests
Traveling
Whenever I
feel so
Home
Office
Carry it with
me
Culture

SIL belongs to which culture ?

Strongly Agree Neither Disagree Strongly


Agree Agree nor Disagree
Disagree
Traditional
Modern
European
Conservative
No distinct
culture

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Reflection:

How would you feel as a SIL Customer?

Strongly Agree Neither Disagree Strongly


Agree Agree nor Disagree
Disagree
It revives
Child in me
It offers
healthy
living
I am with a
quality
brand
I am
among
those
choosy
customers
I am close
to nature

Self Image

How would you describe yourself?

Strongly Agree Neither Disagree Strongly


Agree Agree nor Disagree
Disagree
Health
Conscious
Upwardly
mobile
with
healthy
lifestyle
Outgoing
Reliable
Fun loving
Quality
conscious
Price
Conscious

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What do you expect from SIL?

Strongly Agree Neither Disagree Strongly


Agree Agree nor Disagree
Disagree
Quality
Energy
Safety
Recognition
Care

The SIL Customer (Select one)

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

3. Where do you live?

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4. Where do you generally buy your SIL from?

a) Local Kirana store/Market

b) Organized Retail (Please Specify)

5. Your profession

a) Own Business

b) Self Employed

c) Housewife

d) Student

6. Monthly income/Family‟s monthly income (if housewife/student)

a) Under 10000

b) 10000-15000

c) 15000-25000

d) 25000-35000

e) 35000-45000

f) 45000+

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Sources

The New Strategic Brand Management: Creating and Sustaining Brand


Equity...By Jean-Noël Kapferer
Journal of Marketing Management, Volume15
www.trademaps.org
www.hul.co.in
www.ibef.org

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