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Post on 22-Nov-2014
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What does Turn Here do?
• Broadcast – Television & Video• Print – Newspaper Advt. , Magazines, brochures, Filers, etc.• Outdoor – Billboards, Kiosks, Tradeshows, & Promotional events• Branding – Branding of different objects & places• Guerilla Type – Different types of non – conventional advertising• Media Planning & Media Buying• Market Research• Marketing Plan• Copywriting • Public Relations• Web Design• Email Advertising• Online Advertising• Event Management
FMCG Industry
• The FMCG sector is a cornerstone of the Indian economy.
• Drive Growth.
• Boost agricultural product and export.
• Growth potential in Indian Market.
• MNC’S Operating more.
• Journey Begun.
Dairy Industry – SWOT Analysis
Strength Demand profile Margins Flexibility of product
mix Availability of raw
material Technical manpower
Weakness Perishability Lack of control over
yield Logistics of
procurement Problematic distribution Competition
Dairy Industry – SWOT Analysis
Opportunity Value addition Steps should be taken to
introduce value-added products
Export potential
Threat Milk vendors, the un-
organized sector
Topic of Project
“ The Study of Brand Recall & Brand Visibility of Prabhat Dairy & Its
Products for Pune Region”
Scope of Study
Topical scope - To find the Brand Recall & Visibility
of Prabhat Dairy
Functional Scope – Fulfill the Objectives
Analytical Scope – Analysis of data collected
Geographical Scope – Pune City
Importance of study
To see the visibility & Recall of Prabhat dairy and its products as a brand and to conclude
on the present situation of the brand Prabhat dairy in the current market scenario.
Regional players to get their due share with prime end customers of Pune city
Increasing the share of Prabhat milk brand in comparison to other milk brands at Pune.
Local knowledge for procurement of milk
Unless and until a respectable and substantial share of Prabhat milk is not available in the
market separate tools for share and brand enhancement could not be undertaken
Efficient channel presence could only be increased if substantial sum of money is spend on
promotion in shop visibility is the ultimate need of all brands.
Objective of study
To increase profitability of milk manufacturer
To analyze effectiveness of advertisement of prabhat brand on customer
Study the consumer & market demand
To study how advertisement has affected sales turnover
Price comparison with competitors
Brand Management
To increase the product spread and Brand Recall & Visibility of Prabhat
dairy within Pune region.
Research Methodology1. Problem definition: to create product acceptance of Prabhat Milk.
2. Development of an approach to the problem: Descriptive method of analysis is done to
find ways and means to increase brand visibility & recall.
3. Research design formulation: Dealers and customers Questionnaire is designed to fulfill
research objectives.
4. Field work or data collection: Questionnaire with dealers- 70 numbers.
Questionnaire filled with customers- 67 numbers.
5. Data preparation and analysis: Pie diagram and bar diagram is prepared to obtain a
comprehensive and objective study to increase the visibility analysis.
6. Report preparation and presentation
7. Suggestion and recommendation is suggested accordingly as per the findings of study.
Limitation of study
Considered 70 individuals as universe data for study
Survey done only in Pune region
Random sampling
Sample size not sufficient to represent whole data
The sampling taken for the study was on random and
convenient basis.
Prabhat Dairy – Company Profile
Prabhat Group of Industries Vision & Mission Quality Present Business Activities Future Projects
Market survey – Data Analysis(Customers)
Heard about Prabhat Dairy
Have you come across the advertisements of Prabhat dairy and its products?
What is the purpose behind the purchase of Milk?
What are your criteria of selection of product?
Which milk do you prefer?
What pack size of milk do you use?
Analysis – Dealer’s Survey
0
10
20
30
40
50
60
70
RANGE OF PRODUCTS SOLD
0
10
20
30
40
50
60
70
80
ITEMS SOLD MOST IN MARKETS BY DEALERS
Which Brand has the maximum demand in market?
0
10
20
30
40
50
60
What quantity of Milk do you sell in the terms of litre per day?
What is customer’s preference for?
Have you seen any advertisement done by Prabhat Dairy?
Selection of brand on which basis?
According to you, which Dairy Brand does the best advertising?
Findings Of Study Low Market share.
Customer Preferred Different Brands.
More Advertisement done by Amul.
Recall Value of Prabhat is comparatively Low.
Customers preferred Quality & Brand .
Dealers Unsatisfied with service of Prabhat.
Low demand for Prabhat Products.
Brands with Maximum demand are Chitale, Katraj, Amul, Warana
etc.
Recommendations
Distribution of promotion material should be regular and noted.
Company should get involved in forceful advertisement policy Company should consult the distributor while launching of a
product as well as withdrawing of a product. Provide offers & Schemes to attract customers No compromise with quality & network facility Spend more on advertising Proper implementation of Marketing mix strategies Attractive Packaging
Conclusion !!!
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