A PROJECT REPORT ON ADVERTISING MANAGEMENT
A STUDY ON BRAND EQUITY AND MEDIA EFFICIENCY
Project subm tte! " #$rt $% &u%& %%me"t &or t'e $($r! o& t'e De)ree o&
MASTER OF BUSINESS ADMINISTRATION BY
DEC*ARATION I here by declare that this Project Report titled A STUDY ON BRAND EQUITY AND MEDIA EFFECIENCY Submitted by me to the Department of Business Management, XXXX, is a bonafide wor underta en by me and it is not Submitted to any other uni!ersity or Institution for the award of any Degree diploma " certificate or published any time before#
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%ame and &ddress of the student
Signature of the Student
AC+NO,*EDGEMENT
I,the student of XXXX successfully 'ompleted our project on (& Study on the Performance of Brand )*uity + Media )fficiency, under the guidance of XXXX I ha!e recei!ed a lot of help, unflinching support and cooperation from XXXX# during the project# .astly , I con!ey my than s to each + e!ery one who has contributed directly or indirectly to the successful completion of this project#
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CONTENTS-
TOPICS )0ecuti!e Summary &bout the Subject &bout the company 1istory of the glass 2uestionnaire Data &nalysis Brand building + Media )fficiency Suggestions Bibliography
P$)e No.
3
INTRODUCTION
4his study essentially is about how a brand e*uity and media efficiency trying to establish for itself a new identity and image# It studied further as to what obstacles and shortcomings it faces as it tries to create for itself a more modern image# 4his study further ascertains the ad!ertising and mar eting mechanisms that Saint-5obain has adopted to date and then with the help of e0ternal customers# 4his study also aims at finding the gaps between the perception of the management and the customers# 6ith the help of the abo!e, in consultation and continuous interaction with the Saint-5obain management, we ha!e attempted to pro!ide suggestions as regard both ad!ertising techni*ues and practices as well as what ind of an ad!ertising campaign the company may underta e# 7inally, we ha!e ta en a close loo at the customer retention and loyalty programs of the company and ha!e suggested for the impro!ements of the same#
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ABOUT T/E SUBJECT
&d!ertising is the promotion of goods, ser!ices, companies and ideas, usually by an identified sponsor# Mar eter see ad!ertising as part of an o!erall promotional strategy# 9ther components of the promotional mi0 include publicity, public relations, personal selling and sales promotion# &d!ertising is a management function# 6hile ad!ertising is the e!ent, ad!ertising management is the whole process a function of mar eting starting from mar et research continuing through ad!ertising leading to actual sales or achie!ement of objecti!e# But ad!ertising management does not stop here# It goes further in regard to e!aluation of the whole cost benefits that were in!ol!ed in the whole e0ercise# 4his means that if there is a public ser!ice ad!ertising with an objecti!e to increase domestic sa!ing, the e!aluation would ta e place in terms of the actual increase in domestic sa!ings as can be found from ban s and other financial institutions# If it,s about a launch of a new product, then the e!aluation would be in terms of benefits deri!ed from the cost sun in the ad!ertising campaign# &d!ertising management incorporates !arious speciali:ed sub-functions li e media strategy, message strategy, media planning, media buying etc#6hile ad!ertising management is an inseparable part of the mar eting department, usually, and the mar eting department of an organi:ation is concerned more with mar et research and e!aluation of results# )!ery element of an ad!ertising campaign is different# & company,s ad!ertising campaign may be carried out with the help of the following; Brochures 'atalogs Print projects Direct mail Sales letters 4ele!ision and radio 9nline ad!ertising
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ABOUT T/E COMPANY SAINT-GOBAIN CREATES HISTORY: In 1917, when French Prime Minister Clemenceau was saved from an assassin’s bullet. The bullet was sto ed b! the "lass #indshield of his car. $nd the "lass was from %aint&'obain. FOUNDATION FOR T/E FUTURE; The twentieth centur! ushered in the modern era of the "lass industr!. $utomobiles revolutioni(ed trans ortation while s)!scra ers redefined the s)!line. The ever&evolvin" needs of form function and aesthetics laced "reater demands on the *ualit! and diversit! of "lass roducts re*uired. $nd %aint& 'obain was read! for the challen"e. #ith its firm commitment to *ualit!, hu"e investments in technolo"! and unmatched assion for innovation, %aint&'obain led the develo ment in the "lass industr!. %aint&'obain invented the revolutionar! twin&"rindin" rocess and ioneered bent&"lass technolo"!, while romotin" tem ered "lass usa"e throu"h the well )nown %ecurit! brand and establishin" new %tandards in manufacturin" *ualit! float "lass. These were also the milestones which aved the wa! for %aint&'obain in establishin" a firm foundation for the future. *OO+ING TO,ARDS T/E /ORI0ONToda!, %aint&'obain is a Fortune +,, com an!, 1-,,, em lo!ees with o erations in ./ countries, and annual sales e0ceedin" 1s.1, 2+,7,, crores. 3ut all this has not chan"ed %aint&'obain’s attitude towards its customers. 4ver! customer is still )in". 5i)e the 5ouvre P!ramid, embellished with %aint&'obain "lass 6 the com an! too, has transcended time, servin" as a uni*ue, seamless lin) between the ast and the future. #ith its rich histor!, enviable tradition and commitment to continuous innovation, %aint&'obain continues to redefine the standards of "lass ma)in", time and a"ain. $fter all, it has been the future of "lass. %ince1//+ .
ABOUT T/E G*ASS=
G%$ss.
5lass can be made transparent and flat, or into other shapes and colors as shown in this sphere from the >errerie of Brehat in Brittany# G%$ss is a uniform material of arguable phase ?where the word @phase@ is used to describe either a gas, li*uid, or solidA, usually produced when the !iscous molten material cools !ery rapidly to below its glass transition temperature, without sufficient time for a regular crystal lattice to form# 4he most familiar form of glass is the silica-based material used for household objects such as light bulbs and windows# 5lass is a biologically inacti!e material that can be formed into smooth and imper!ious surfaces# Bnder tension, glass is brittle and will brea into sharp shards# Bnder compression, pure glass can withstand a great amount of force# 4he properties of glass can be modified or changed with the addition of other compounds or heat treatment#
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Most glasses contains about CDEC/ F by weight of silicon dio0ide ?Si9/A# 4he most common form of glass is soda-lime glass, which contains nearly 3D F sodium and calcium o0ides or carbonates# Pyre0 is borosilicate glass containing about $D F boric o0ide# .ead crystal is a form of lead glass that contains no less than /8 F lead o0ide#
4he major raw material of glass is sand ?or @*uart: sand@A that contains almost $DD F of crystalline silica in the form of *uart:# <hough it is almost pure *uart:, it may still contain a small amount ?less than $ FA of iron o0ides that would color the glass, so this sand is usually depleted before production to reduce the iron o0ide amount to less than D#D< F# .arge natural single crystals of *uart: are pure silicon dio0ide, and upon crushing are used for high *uality specialty glasses# Synthetic amorphous silica, an almost $DD F pure form of *uart:, is the raw material for the most e0pensi!e specialty
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HISTORY OF THE GLASS
Phoenicia and Egypt:
& piece of 9bsidian %aturally occurring glass, such as obsidian, has been used since the stone age# &ccording to Pliny the )lder, the Phoenicians made the first glass; 4he tradition is that a merchant ship laden with nitrum ?soda and potashA being moored at this place, the merchants were preparing their meal on the beach, and not ha!ing stones to prop up their pots, they used lumps of nitrum from the ship, which fused and mi0ed with the sands of the shore, and there flowed streams of a new translucent li*uid, and thus was the origin of glass# 4hat the Phoenicians used glass as a gla:e for pottery was nown as early as 3DDD B'# 1owe!er, there is archaeological e!idence to support the claim that the first glass was made in Mesopotamia# 5lass beads, seals, and architectural decorations date from around /<DD B'# 5lass was also disco!ered by %ati!e &mericans during the same time period# 4he color of natural glass is green to bluish green# 4his color is caused by naturally occurring iron impurities in the sand# 'ommon glass today usually has a slight green or blue tint, arising from these same impurities# 5lassma ers learned to ma e colored glass by adding metallic compounds and mineral o0ides to produce brilliant hues of red, green, and blueH the colors of gemstones# 6hen gemcutters learned to cut glass, they found clear glass was an e0cellent
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refractor of light# 4he earliest nown beads from )gypt were made during the %ew Jingdom around $<DD B' and were produced in a !ariety of colors# 4hey were made by winding molten glass around a metal bar and were highly pri:ed as a trading commodity, especially blue beads, which were belie!ed to ha!e magical powers#
'ore-formed amphoris os ?$C cm " =#C in tallA $st century B', 'yprus 4he )gyptians also made small jars and bottles using the coreformed method# 5lass threads were wound around a bag of sand tied to a rod# 4he glass was continually reheated to fuse the threads together# 4he glass-co!ered sand bag was ept in motion until the re*uired shape and thic ness was achie!ed# 4he rod was allowed to cool, then finally the bag was punctured and the rod remo!ed# 4he )gyptians also created the first colored glass rods which they used to create colorful beads and decorations# 4hey also wor ed with cast glass, which was produced by pouring molten glass into a mold, much li e iron and the more modern crucible steel# By the <th century B' this technology had spread to 5reece and beyond# In the first century B' there were many glass centres located around the Mediterranean# &round this time, at the eastern end of the Mediterranean, glass blowing, both free-blowing and mouldblowing, was disco!ered#
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Rom$"s
Roman 5lass Bea er from the 8th 'entury &#D#
Roman 5lass 4he Roman )mpire de!eloped many new techni*ues for the creation of glass# 4hrough con*uest and trade, the use of glass objects and the techni*ues used for producing them were spread as far as Scandina!ia, the British Isles and 'hina# 4his spreading of technology resulted in glass artists congregating in areas such as &le0andria in )gypt where the famous Portland >ase was created, the Rhine >alley where Bohemian glass was de!eloped and to By:antium where glass designs became !ery ornate and where processes such as enamelling, staining and gilding were de!eloped# &t this time many glass objects, such as seals, windows, pipes, and !ases were manufactured# 6indow glass was commonly used during the $st century B'# )0amples found in Jaranis, )gypt were translucent and !ery thic # &fter the fall of the )mpire, the )mperor 'onstantine mo!ed to By:antium where the use of glass continued# 1owe!er, in the rest of the )mpire, the use of glass declined and many techni*ues were forgotten# 4he production of glass did not
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completely stop, it was used throughout the &nglo-Sa0on period in Britain# But it did not become common again in the 6est until its resurgence in the Cth century#
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& $=th 'entury Stained 5lass 6indow 5lass objects from the Cth and Gth centuries ha!e been found on the island of 4orcello near >enice# 4hese form an important lin between Roman times and the later importance of that city in the production of the material# &round $DDD &D, an important technical brea through was made in %orthern )urope when soda glass, produced from white pebbles and burnt !egetation was replaced by glass made from a much more readily a!ailable material; potash obtained from wood ashes# 7rom this point on, northern glass differed significantly from that made in the Mediterranean area, where soda remained in common use# 4he $$th century saw the emergence in 5ermany of new ways of ma ing sheet glass by blowing spheres# 4he spheres were swung out to form cylinders and then cut while still hot, after which the sheets were flattened# 4his techni*ue was perfected in $3th century >enice# 4he $$th century also saw the emergence of glass mirrors in Islamic Spain# Bntil the $/th century, stained glass, glass with metallic and other impurities for coloring, was not widely used# 4he 'rown glass process was used up to the mid-$GDDs# In this process, the glassblower would spin appro0imately I pounds ?8 gA of molten glass at the end of a rod until it flattened into a dis appro0imately < feet ?$#< mA in diameter# 4he dis would then be cut into panes# >enetian glass was highly pri:ed between the $Dth and $8th centuries# &round $=GG, a process for casting glass was de!eloped, which led to its becoming a much more commonly used
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material# 4he in!ention of the glass pressing machine in $G/C allowed the mass production of ine0pensi!e glass products# 4he cylinder method of creating flat glass was first used in the Bnited States of &merica in the $G/Ds# It was used to commercially produce windows# 4his and other types of hand-blown sheet glass was replaced in the /Dth century by rolled plate glass#
Glass in buildings 5lass has been used in buildings since the $$th century# Bses for glass in buildings include as a transparent material for windows, as internal gla:ed partitions and as architectural features# It is also possible to use glass as a structural material, for e0ample in beams and columns as well as in the form of @fins@ for wind reinforcement, which are !isible in many glass frontages li e large shop windows# Safe load capacity is howe!er limited as although glass has a high theoretical yield stress, it is !ery susceptible to brittle ?suddenA failure, and has a tendency to shatter due to locali:ed impact# 4his particularly limits its use in columns as there is a ris of !ehicles or other hea!y objects colliding with and shattering the structural element# 9ne well nown e0ample of a structure made entirely from glass is the northern entrance to Buchanan Street subway station in 5lasgow# 5lass in buildings can be of a safety type, including wired, toughened and laminated glasses# 5lass fibre insulation is common in roofs and walls# 7oamed glass, made from waste glass, can be used as lightweight, closed-cell insulation# &s insulation, glass ?e#g# fiberglassA is also used# 'oming in long, fluffy-loo ing sheet, it is commonly found in homes# fiberglass insulation is used particularly in attics - this is gi!en an R-rating, denoting the insulating ability#
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Calculation of glass prop rti s 5lass properties can be calculated through statistical analysis of glass databases such as Sci5lass and Interglad# If the desired glass property is not related to crystalli:ation ?e#g#, li*uidus temperatureA or phase separation linear regression can be applied using common polynomial functions up to the third degree# Below is an e0ample e*uation of the second degree# 4he C-!alues are the glass component concentrations li e %a/9 or 'a9 in percent or other fractions, the b!alues are coefficients, and n is the total number of glass components# 4he glass main component silica ?Si9/A is e0cluded in the e*uation below because of o!er-parametri:ation due to the constraint that all components sum up to $DDF# Many terms in the e*uation below can be neglected based on correlation and significance analysis#
4he li*uidus temperature has been modeled using neural networ s regression in the following article; '# Dreyfus, 5# Dreyfus; @& machine learning approach to the estimation of the li*uidus temperature of glass-forming o0ide blends@H It is often re*uired to optimi:e se!eral glass properties simultaneously, including production costs# 4his can be performed in a spreadsheet as follows; $# .isting of the desired propertiesH /# )ntering of models for the reliable calculation of properties based on the glass composition, including a formula for estimating the production costsH 3# 'alculation of the s*uares of the differences ?errorsA between desired and calculated propertiesH 8# Reduction of the sum of s*uare errors using the Sol!er option in Microsoft )0cel with the glass components as !ariables# It is possible to weight the desired properties differently# Basic information about the principle can be found in the article
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G*ASS MANUFACTURERS• • • • • • • • • • • • • • • • • Asahi India Safety Glass - Tempered, windscreens and auto safety glass Excel Glasses - Manufacturer of soda lime and flint glass ware Garg La Glass - Industrial glassware manufacturer Glass !i er Textile - !i re glass cloth manufacturer Gu"arat Glass - Manufacturer of glass ottles # containers $industhan %ational Glass - Glass manufacturer &ain Scientific Glass 'or(s - Manufacturer of scientific, la oratory # industrial glassware &anta Glass 'or(s - Supplier of empty glass ottles, "ars # containers &eet Glass - )ullet proff and insulated glass &indal Art Glass - Glass panels, lamps and security doors dealer Magnum Glass 'or(s - La oratory # industrial glassware Malhotra Scientific Glass 'or(s - La oratory glass apparatus # graduated glassware Saint-Go ain *etrotex - Glass fi er reinforcements for composites, +em-!IL, filaments # textiles yarn Scam La Glass - La oratory glassware fa rication Tensil Glass - La oratory glassware manufacturer ,niglass Industries - Glass tempering ser-ices *ensil La oratory Glassware - La oratory glassware # plasticware
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QUESTIONNARE1. PERSONE* DETAI*S NAMES/OP NAMEADDRESSP/ONE-
/O, MANY YEARS YOU /AVE BEEN ASSOCIATED ,IT/ G*ASS BUSINESS
.ast $D-$< years
2. ,/AT TYPES OF G*ASS YOU SE** IN YOUR S/OP3
4 C*EAR 4 TINTED G*ASS
4 MIRROR 4 FIGURED G*ASS5 PIN /EAD
$=
320
./0 1/0
+lear Mirror Tinted !igured
120
6. ,/AT ARE T/E BRANDS T/AT ARE AVAI*AB*E IN G*ASS MAR+ET3
4 SAINT7GOBAIN 4 MODI5GG* F*OAT5AIS 4 T/RIVANI 4 BOROSI*
4AS/AI
$C
310 360
1.0 Saint Go ain Modi Ashai !loat Thri-ani )orosil 4/0
350
8. ,/AT ARE T/E BRANDS YOU SE** IN YOUR S/OP3
4 SAINT7GOBAIN 4 AS/AI F*OT5ASI 4 BOROSI*
4 MODI G*ASS 4 T/RIVANI
$G
420 4/0 120 1/0 320 3/0 20 /0 Saint Go ain 1.0
4/0
350
360 310
Modi
Ashai !loat
Thri-ani
)orosil
9. YOUR CUSTOMER AS+S T/E G*ASS BY BRAND NAME3
$I
420 7ES %8 620
:. IF YES ,/IC/ BRAND IS A POPU*AR C/OICE /D
4 SAINT7GOBAIN 4 AS/AI F*OT5ASI 4 BOROSI*
420 4/0 120 1/0 320 3/0 20 /0
od i
4 MODI G*ASS 4 T/RIVANI
4/0
440
320 3/0
310
Series3
Sa in tG o
As ha i
/$
Th r i-
)o ro sil
ai n
M
!l
oa t
an i
;. BRAND C/OICE OF YOUR CUSTOMER FOR T/E FO**O,ING PRODUCTS C*EART/INE <2.9mmTO:mm= C*EART/I+E <@mmTO12mm= TINTEDG*ASS5DESIGN G*ASS MIRROR REF*ECTIVE 1>? 2>? 19? 6>? 29?
//
G# BK 619S) SB55)S4I9% P)9P.) &SJ BR&%D %&M)SL M '&RP)%4)R M &R'1I4)'4 M 7&BRI'&49R M BBI.D)R M M)DI&"&D>)R4ISI%5
10% #"% $a%pente% A%chitect &'i(de% Fa)%icato% 1!% "!% *edia
1 %
I# 61&4 IS K9BR R)7.)'4I>) 5.&SS S&.)S P)R M9%41 NN$#<NNNNNNI% 49%%)S $D# 61&4 '9.9BRS &R) S9.D I% BR&%D)D R)7.)'4I>) 5.&SSL
/3
'9.9BR .ight 5old Bron:e Blue 5reen
41I'J %)SS 8-<-= mm 8-<-= mm 8-<-= mm 8-<-= mm
$$# 61&4 '9.9BRS &R) S9.D I% IMP9R4)D R)7.)'4I>) 5.&SSL '9.9BR 5rey Parsol gold Bron:e .ight 5old 41I'J %)SS 8-<-= mm 8-<-= mm 8-<-= mm 8#< mm
12. DO YOU PURC/ASE DIRECT*Y FROM COMPANY3
/8
"!% YES ,O +!%
16. IF NOTA FROM ,/OM DO YOU PURC/ASE G*ASSBBBBBBBBBBB. /<
./0 Saint Go ain 6/0 8thers
18. /O, MANY CUSTOMERS INSIST ON A BRAND NAME BASED ON TV COMMERCIA*BBBBB. A.= 2959> !e$%ers s$ ! most o& t'em
19. ,/AT ARE T/E ADVERTISEMENTS OF G*ASS YOU /AVE SEEN PRODUCT C*EAR G*ASS MIRROR REF*ECTIVE COMPANY SAINT GOBAIN MODI ASA/I F*OAT
/=
C/ANNE* G TV /BO ESPN
1:. ,/AT IS T/E PREFERAB*E *OCA* C/ANNE* FOR T/E ADVERTISING 1. NE,S C/ANNE*S 2. SUN NET,OR+
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1;. ADVERTISEMENT FEED BAC+ C*EAR G*ASS ADDS
C /A
ADD
/AVE YOU SEEN T/IS ADD3
9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
620
420
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
It’s ver! clear
/G
C RESTAURANT ADD
/AVE YOU SEEN T/IS ADD3
6/0 6/0 2/0 ./0 ./0 4/0 1/0 3/0 /0 7ES %8
,/AT YOU PURSUED FROM T/E ADD3
It’s effective add and entertainin"
/I
C
ENTRANCE DOOR ADD
/AVE YOU SEEN T/IS ADD3
9/0 9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0 7ES %8 4/0
,/AT DO YOU PURSUED FROM T/E ADD3
The "lass is not visible
C
+ID DRA,ING ADD
3D
/AVE YOU SEEN T/IS ADD3
9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
640
490
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
The bo! showin" a "lass here which is not visible to the viewers7
3$
1@.
REF*ECTIVE G*ASS
CRABE ADD /AVE YOU SEEN T/IS ADD3
5/0 9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
9.0
Series3 160
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
4n8o!ed b! all 9 reflects heat and ma)e the ortion cool and one side trans arent
C
BAY ,ATC/ ADD
3/
/AVE YOU SEEN T/IS ADD3
5/0 9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
910
150
Series3
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
4ver! one is en8o!in" 9 reflects heat and ma)es the ortion cool and one side trans arent
33
1D.
MIRROR G*ASS
BOY TOI*ET
/AVE YOU SEEN T/IS ADD3
9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
6.0
460 Series3
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
$s clear as ori"inal loo)
38
C
MUSEUM ADD
/AVE YOU SEEN T/IS ADD3
6/0 2/0 ./0 4/0 1/0 3/0 /0
250
.10
Series3
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
It is ver! useful for all. $s clear as ori"inal loo)
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C
SUPER MAR+ET ADD
/AVE YOU SEEN T/IS ADD3
:/0 5/0 9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
510
Series3 350
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
'lass is ver! clear so in situations li)e this it ma! be dan"erous
3=
RAN+ T/E FO**O,ING MEDIA
TV ADVERTISING ?1 2 6 8 9
PRINT MEDIA <NE,S PAPER= 1 ?2 6 8 9
OUT DOOR 5 /ORDINGS 1 2 ?6
8
9
DANG*ERS5BANNERS5POSTERS5POP 1 2 6 8 ?9
INTERNET 5CA** CENTER 1 2 6 ?8
9
BUDGET ANA*YSIS OF SAINT7GOBAIN
3C
Saint-5obain spending $Dcrores for ad!ertising and media efficiency in media and print-media point of purchase in India per annum# <DF - Media ad!ertising# 3DF - Print-media# /DF - Point of purchase#
1/0 Media 2/0 4/0 ;rint-media ;8;
3G
BRAND EQUITY AND MEDIA EFFICIENCY OF T/E SAINT7GOBAIN
'ustomer percei!ed *uality Brand loyalty Brand awareness Media )fficiency
'ustomer percei!ed *uality; &ccording to the sur!ey done by our group, CDF of the customers sur!eyed fall in good and !ery good category where as 3DF of the customers fall in fair and poor category in terms of ser!ice *uality pro!ide by Saint-5obain to its customers# 4his means Saint-5obain has not been able to ser!e their customers up to the international standards since 3DF of the customers feel the ser!ices are not up to the mar # Saint-5obain as a brand is still percei!ed fa!orably by the customers but in order to ma e the brand Saint-5obain more strong and powerful it needs to impro!e upon its brand e*uity# &nd if it does it, it may become the most fa!ored brand among the customers# Brand loyalty; 4he sur!ey done by our group re!eals that a large chun of customers ?=<FA ha!e recommended the brand Saint-5obain to others and another G/F of them would definitely recommend others# 4his reflects that the customers were loyal and indifferent towards
3I
the brand# Some of the customers sur!eyed had intense loyalty towards the brand# 4herefore, we could inter from the abo!e that brand Saint- 5obain enjoys customer loyalty to the highest le!els# 4his means Saint5obain as a single brand is !ery strong in the !iews of its customers which would help saint-5obain in building its brand !ery strong# Brand &wareness; 4he brand Saint-5obain was successful at building awareness# &ccording to the sur!ey conducted on the customers by our group, all of them were aware of the brand Saint-5obain# &nd the customers to whom Saint-5obain was referred and recommended also new about brand Saint-5obain# 4hey had positi!e approach towards the brand Saint-5obain# 4he brand recall was also !ery strong among the customers of saint# Saint-5obain is able to maintain the brand recall appro0imately the same as its competitors most of which had been supported by the ad!ertising acti!ities that has been underta en by them# Brand communication is a long-term e0ercise that has to be carried out with a great degree of regularity and consistency# 6ith the efforts that Saint-5obain has put behind the brand in the last two to three years, they ha!e deri!ed good mileage# Brand research shows that Saint-5obain now has an unaided brand recall with $"< th of our targeted audience and is now in the consideration set of most in!estors# Media )fficiency; 4he company is using only few Medias such as !isual media, print media, and point of purchase as the sources according to the customer sur!ey !isual media and print media are placed $+/nd So the saint gobain has been using effecti!e Medias for their promotion#
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SUGGESTIONSSaint-5obain mostly preferring for ad!ertising li e Media and PrintMedia and internet + call centers# But according to customer opinion li e 4> commercials are !ery popular ?increase ad!ertising many channelsA# 5lass 'ompany should concentrate more in reflecti!e glass because of 5rowing infrastructure e0penditure# &s now a days builders prefer colour glass for construction# So therefore Increase !ariety in colours in reflecti!e glass# 'ompany to increase their on des champions to increase the retile business#
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RESEARC/ MET/ODO*OGY4he methodology adopted to conduct the research ?primary and secondaryA for this study is as follows; Primary Research 6or ; $# Initial step was to ha!e an e0tensi!e discussion with the S&I%459B&I% management regarding the strategies that they follow in order to build and maintain their brand in the mar et# /# Based on the discussions, customer satisfaction sur!ey 2uestionnaires were designed in order to carry out the sur!eys# 3# 2uestions regarding the brand e*uity among the customers and Media efficiency towards the brand were as ed from the dealers of Saint-5obain# 8# &fter the sur!eys were conducted, the results of the same were analy:ed and interpreted which can be seen in the latter part of this project report# Secondary Research wor ; $# 4his entailed collection of a!ailable data and information /# 4he primary sources of this data was Saint-5obain office located at 1yderabad# 3# 4he other source was the company,s website, i#e#, 8# 4he material collected included in-house and e0ternal promotional material, along with the company,s annual report, basic policy documents etc#
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REFERENCESwww#saint-gobin#com www#google#com www#wi ipedia#com 'ompany brochures
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doc_632051178.doc
A STUDY ON BRAND EQUITY AND MEDIA EFFICIENCY
Project subm tte! " #$rt $% &u%& %%me"t &or t'e $($r! o& t'e De)ree o&
MASTER OF BUSINESS ADMINISTRATION BY
DEC*ARATION I here by declare that this Project Report titled A STUDY ON BRAND EQUITY AND MEDIA EFFECIENCY Submitted by me to the Department of Business Management, XXXX, is a bonafide wor underta en by me and it is not Submitted to any other uni!ersity or Institution for the award of any Degree diploma " certificate or published any time before#
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%ame and &ddress of the student
Signature of the Student
AC+NO,*EDGEMENT
I,the student of XXXX successfully 'ompleted our project on (& Study on the Performance of Brand )*uity + Media )fficiency, under the guidance of XXXX I ha!e recei!ed a lot of help, unflinching support and cooperation from XXXX# during the project# .astly , I con!ey my than s to each + e!ery one who has contributed directly or indirectly to the successful completion of this project#
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CONTENTS-
TOPICS )0ecuti!e Summary &bout the Subject &bout the company 1istory of the glass 2uestionnaire Data &nalysis Brand building + Media )fficiency Suggestions Bibliography
P$)e No.
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INTRODUCTION
4his study essentially is about how a brand e*uity and media efficiency trying to establish for itself a new identity and image# It studied further as to what obstacles and shortcomings it faces as it tries to create for itself a more modern image# 4his study further ascertains the ad!ertising and mar eting mechanisms that Saint-5obain has adopted to date and then with the help of e0ternal customers# 4his study also aims at finding the gaps between the perception of the management and the customers# 6ith the help of the abo!e, in consultation and continuous interaction with the Saint-5obain management, we ha!e attempted to pro!ide suggestions as regard both ad!ertising techni*ues and practices as well as what ind of an ad!ertising campaign the company may underta e# 7inally, we ha!e ta en a close loo at the customer retention and loyalty programs of the company and ha!e suggested for the impro!ements of the same#
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ABOUT T/E SUBJECT
&d!ertising is the promotion of goods, ser!ices, companies and ideas, usually by an identified sponsor# Mar eter see ad!ertising as part of an o!erall promotional strategy# 9ther components of the promotional mi0 include publicity, public relations, personal selling and sales promotion# &d!ertising is a management function# 6hile ad!ertising is the e!ent, ad!ertising management is the whole process a function of mar eting starting from mar et research continuing through ad!ertising leading to actual sales or achie!ement of objecti!e# But ad!ertising management does not stop here# It goes further in regard to e!aluation of the whole cost benefits that were in!ol!ed in the whole e0ercise# 4his means that if there is a public ser!ice ad!ertising with an objecti!e to increase domestic sa!ing, the e!aluation would ta e place in terms of the actual increase in domestic sa!ings as can be found from ban s and other financial institutions# If it,s about a launch of a new product, then the e!aluation would be in terms of benefits deri!ed from the cost sun in the ad!ertising campaign# &d!ertising management incorporates !arious speciali:ed sub-functions li e media strategy, message strategy, media planning, media buying etc#6hile ad!ertising management is an inseparable part of the mar eting department, usually, and the mar eting department of an organi:ation is concerned more with mar et research and e!aluation of results# )!ery element of an ad!ertising campaign is different# & company,s ad!ertising campaign may be carried out with the help of the following; Brochures 'atalogs Print projects Direct mail Sales letters 4ele!ision and radio 9nline ad!ertising
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ABOUT T/E COMPANY SAINT-GOBAIN CREATES HISTORY: In 1917, when French Prime Minister Clemenceau was saved from an assassin’s bullet. The bullet was sto ed b! the "lass #indshield of his car. $nd the "lass was from %aint&'obain. FOUNDATION FOR T/E FUTURE; The twentieth centur! ushered in the modern era of the "lass industr!. $utomobiles revolutioni(ed trans ortation while s)!scra ers redefined the s)!line. The ever&evolvin" needs of form function and aesthetics laced "reater demands on the *ualit! and diversit! of "lass roducts re*uired. $nd %aint& 'obain was read! for the challen"e. #ith its firm commitment to *ualit!, hu"e investments in technolo"! and unmatched assion for innovation, %aint&'obain led the develo ment in the "lass industr!. %aint&'obain invented the revolutionar! twin&"rindin" rocess and ioneered bent&"lass technolo"!, while romotin" tem ered "lass usa"e throu"h the well )nown %ecurit! brand and establishin" new %tandards in manufacturin" *ualit! float "lass. These were also the milestones which aved the wa! for %aint&'obain in establishin" a firm foundation for the future. *OO+ING TO,ARDS T/E /ORI0ONToda!, %aint&'obain is a Fortune +,, com an!, 1-,,, em lo!ees with o erations in ./ countries, and annual sales e0ceedin" 1s.1, 2+,7,, crores. 3ut all this has not chan"ed %aint&'obain’s attitude towards its customers. 4ver! customer is still )in". 5i)e the 5ouvre P!ramid, embellished with %aint&'obain "lass 6 the com an! too, has transcended time, servin" as a uni*ue, seamless lin) between the ast and the future. #ith its rich histor!, enviable tradition and commitment to continuous innovation, %aint&'obain continues to redefine the standards of "lass ma)in", time and a"ain. $fter all, it has been the future of "lass. %ince1//+ .
ABOUT T/E G*ASS=
G%$ss.
5lass can be made transparent and flat, or into other shapes and colors as shown in this sphere from the >errerie of Brehat in Brittany# G%$ss is a uniform material of arguable phase ?where the word @phase@ is used to describe either a gas, li*uid, or solidA, usually produced when the !iscous molten material cools !ery rapidly to below its glass transition temperature, without sufficient time for a regular crystal lattice to form# 4he most familiar form of glass is the silica-based material used for household objects such as light bulbs and windows# 5lass is a biologically inacti!e material that can be formed into smooth and imper!ious surfaces# Bnder tension, glass is brittle and will brea into sharp shards# Bnder compression, pure glass can withstand a great amount of force# 4he properties of glass can be modified or changed with the addition of other compounds or heat treatment#
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Most glasses contains about CDEC/ F by weight of silicon dio0ide ?Si9/A# 4he most common form of glass is soda-lime glass, which contains nearly 3D F sodium and calcium o0ides or carbonates# Pyre0 is borosilicate glass containing about $D F boric o0ide# .ead crystal is a form of lead glass that contains no less than /8 F lead o0ide#
4he major raw material of glass is sand ?or @*uart: sand@A that contains almost $DD F of crystalline silica in the form of *uart:# <hough it is almost pure *uart:, it may still contain a small amount ?less than $ FA of iron o0ides that would color the glass, so this sand is usually depleted before production to reduce the iron o0ide amount to less than D#D< F# .arge natural single crystals of *uart: are pure silicon dio0ide, and upon crushing are used for high *uality specialty glasses# Synthetic amorphous silica, an almost $DD F pure form of *uart:, is the raw material for the most e0pensi!e specialty
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HISTORY OF THE GLASS
Phoenicia and Egypt:
& piece of 9bsidian %aturally occurring glass, such as obsidian, has been used since the stone age# &ccording to Pliny the )lder, the Phoenicians made the first glass; 4he tradition is that a merchant ship laden with nitrum ?soda and potashA being moored at this place, the merchants were preparing their meal on the beach, and not ha!ing stones to prop up their pots, they used lumps of nitrum from the ship, which fused and mi0ed with the sands of the shore, and there flowed streams of a new translucent li*uid, and thus was the origin of glass# 4hat the Phoenicians used glass as a gla:e for pottery was nown as early as 3DDD B'# 1owe!er, there is archaeological e!idence to support the claim that the first glass was made in Mesopotamia# 5lass beads, seals, and architectural decorations date from around /<DD B'# 5lass was also disco!ered by %ati!e &mericans during the same time period# 4he color of natural glass is green to bluish green# 4his color is caused by naturally occurring iron impurities in the sand# 'ommon glass today usually has a slight green or blue tint, arising from these same impurities# 5lassma ers learned to ma e colored glass by adding metallic compounds and mineral o0ides to produce brilliant hues of red, green, and blueH the colors of gemstones# 6hen gemcutters learned to cut glass, they found clear glass was an e0cellent
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refractor of light# 4he earliest nown beads from )gypt were made during the %ew Jingdom around $<DD B' and were produced in a !ariety of colors# 4hey were made by winding molten glass around a metal bar and were highly pri:ed as a trading commodity, especially blue beads, which were belie!ed to ha!e magical powers#
'ore-formed amphoris os ?$C cm " =#C in tallA $st century B', 'yprus 4he )gyptians also made small jars and bottles using the coreformed method# 5lass threads were wound around a bag of sand tied to a rod# 4he glass was continually reheated to fuse the threads together# 4he glass-co!ered sand bag was ept in motion until the re*uired shape and thic ness was achie!ed# 4he rod was allowed to cool, then finally the bag was punctured and the rod remo!ed# 4he )gyptians also created the first colored glass rods which they used to create colorful beads and decorations# 4hey also wor ed with cast glass, which was produced by pouring molten glass into a mold, much li e iron and the more modern crucible steel# By the <th century B' this technology had spread to 5reece and beyond# In the first century B' there were many glass centres located around the Mediterranean# &round this time, at the eastern end of the Mediterranean, glass blowing, both free-blowing and mouldblowing, was disco!ered#
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Rom$"s
Roman 5lass Bea er from the 8th 'entury &#D#
Roman 5lass 4he Roman )mpire de!eloped many new techni*ues for the creation of glass# 4hrough con*uest and trade, the use of glass objects and the techni*ues used for producing them were spread as far as Scandina!ia, the British Isles and 'hina# 4his spreading of technology resulted in glass artists congregating in areas such as &le0andria in )gypt where the famous Portland >ase was created, the Rhine >alley where Bohemian glass was de!eloped and to By:antium where glass designs became !ery ornate and where processes such as enamelling, staining and gilding were de!eloped# &t this time many glass objects, such as seals, windows, pipes, and !ases were manufactured# 6indow glass was commonly used during the $st century B'# )0amples found in Jaranis, )gypt were translucent and !ery thic # &fter the fall of the )mpire, the )mperor 'onstantine mo!ed to By:antium where the use of glass continued# 1owe!er, in the rest of the )mpire, the use of glass declined and many techni*ues were forgotten# 4he production of glass did not
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completely stop, it was used throughout the &nglo-Sa0on period in Britain# But it did not become common again in the 6est until its resurgence in the Cth century#
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& $=th 'entury Stained 5lass 6indow 5lass objects from the Cth and Gth centuries ha!e been found on the island of 4orcello near >enice# 4hese form an important lin between Roman times and the later importance of that city in the production of the material# &round $DDD &D, an important technical brea through was made in %orthern )urope when soda glass, produced from white pebbles and burnt !egetation was replaced by glass made from a much more readily a!ailable material; potash obtained from wood ashes# 7rom this point on, northern glass differed significantly from that made in the Mediterranean area, where soda remained in common use# 4he $$th century saw the emergence in 5ermany of new ways of ma ing sheet glass by blowing spheres# 4he spheres were swung out to form cylinders and then cut while still hot, after which the sheets were flattened# 4his techni*ue was perfected in $3th century >enice# 4he $$th century also saw the emergence of glass mirrors in Islamic Spain# Bntil the $/th century, stained glass, glass with metallic and other impurities for coloring, was not widely used# 4he 'rown glass process was used up to the mid-$GDDs# In this process, the glassblower would spin appro0imately I pounds ?8 gA of molten glass at the end of a rod until it flattened into a dis appro0imately < feet ?$#< mA in diameter# 4he dis would then be cut into panes# >enetian glass was highly pri:ed between the $Dth and $8th centuries# &round $=GG, a process for casting glass was de!eloped, which led to its becoming a much more commonly used
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material# 4he in!ention of the glass pressing machine in $G/C allowed the mass production of ine0pensi!e glass products# 4he cylinder method of creating flat glass was first used in the Bnited States of &merica in the $G/Ds# It was used to commercially produce windows# 4his and other types of hand-blown sheet glass was replaced in the /Dth century by rolled plate glass#
Glass in buildings 5lass has been used in buildings since the $$th century# Bses for glass in buildings include as a transparent material for windows, as internal gla:ed partitions and as architectural features# It is also possible to use glass as a structural material, for e0ample in beams and columns as well as in the form of @fins@ for wind reinforcement, which are !isible in many glass frontages li e large shop windows# Safe load capacity is howe!er limited as although glass has a high theoretical yield stress, it is !ery susceptible to brittle ?suddenA failure, and has a tendency to shatter due to locali:ed impact# 4his particularly limits its use in columns as there is a ris of !ehicles or other hea!y objects colliding with and shattering the structural element# 9ne well nown e0ample of a structure made entirely from glass is the northern entrance to Buchanan Street subway station in 5lasgow# 5lass in buildings can be of a safety type, including wired, toughened and laminated glasses# 5lass fibre insulation is common in roofs and walls# 7oamed glass, made from waste glass, can be used as lightweight, closed-cell insulation# &s insulation, glass ?e#g# fiberglassA is also used# 'oming in long, fluffy-loo ing sheet, it is commonly found in homes# fiberglass insulation is used particularly in attics - this is gi!en an R-rating, denoting the insulating ability#
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Calculation of glass prop rti s 5lass properties can be calculated through statistical analysis of glass databases such as Sci5lass and Interglad# If the desired glass property is not related to crystalli:ation ?e#g#, li*uidus temperatureA or phase separation linear regression can be applied using common polynomial functions up to the third degree# Below is an e0ample e*uation of the second degree# 4he C-!alues are the glass component concentrations li e %a/9 or 'a9 in percent or other fractions, the b!alues are coefficients, and n is the total number of glass components# 4he glass main component silica ?Si9/A is e0cluded in the e*uation below because of o!er-parametri:ation due to the constraint that all components sum up to $DDF# Many terms in the e*uation below can be neglected based on correlation and significance analysis#
4he li*uidus temperature has been modeled using neural networ s regression in the following article; '# Dreyfus, 5# Dreyfus; @& machine learning approach to the estimation of the li*uidus temperature of glass-forming o0ide blends@H It is often re*uired to optimi:e se!eral glass properties simultaneously, including production costs# 4his can be performed in a spreadsheet as follows; $# .isting of the desired propertiesH /# )ntering of models for the reliable calculation of properties based on the glass composition, including a formula for estimating the production costsH 3# 'alculation of the s*uares of the differences ?errorsA between desired and calculated propertiesH 8# Reduction of the sum of s*uare errors using the Sol!er option in Microsoft )0cel with the glass components as !ariables# It is possible to weight the desired properties differently# Basic information about the principle can be found in the article
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G*ASS MANUFACTURERS• • • • • • • • • • • • • • • • • Asahi India Safety Glass - Tempered, windscreens and auto safety glass Excel Glasses - Manufacturer of soda lime and flint glass ware Garg La Glass - Industrial glassware manufacturer Glass !i er Textile - !i re glass cloth manufacturer Gu"arat Glass - Manufacturer of glass ottles # containers $industhan %ational Glass - Glass manufacturer &ain Scientific Glass 'or(s - Manufacturer of scientific, la oratory # industrial glassware &anta Glass 'or(s - Supplier of empty glass ottles, "ars # containers &eet Glass - )ullet proff and insulated glass &indal Art Glass - Glass panels, lamps and security doors dealer Magnum Glass 'or(s - La oratory # industrial glassware Malhotra Scientific Glass 'or(s - La oratory glass apparatus # graduated glassware Saint-Go ain *etrotex - Glass fi er reinforcements for composites, +em-!IL, filaments # textiles yarn Scam La Glass - La oratory glassware fa rication Tensil Glass - La oratory glassware manufacturer ,niglass Industries - Glass tempering ser-ices *ensil La oratory Glassware - La oratory glassware # plasticware
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QUESTIONNARE1. PERSONE* DETAI*S NAMES/OP NAMEADDRESSP/ONE-
/O, MANY YEARS YOU /AVE BEEN ASSOCIATED ,IT/ G*ASS BUSINESS
.ast $D-$< years
2. ,/AT TYPES OF G*ASS YOU SE** IN YOUR S/OP3
4 C*EAR 4 TINTED G*ASS
4 MIRROR 4 FIGURED G*ASS5 PIN /EAD
$=
320
./0 1/0
+lear Mirror Tinted !igured
120
6. ,/AT ARE T/E BRANDS T/AT ARE AVAI*AB*E IN G*ASS MAR+ET3
4 SAINT7GOBAIN 4 MODI5GG* F*OAT5AIS 4 T/RIVANI 4 BOROSI*
4AS/AI
$C
310 360
1.0 Saint Go ain Modi Ashai !loat Thri-ani )orosil 4/0
350
8. ,/AT ARE T/E BRANDS YOU SE** IN YOUR S/OP3
4 SAINT7GOBAIN 4 AS/AI F*OT5ASI 4 BOROSI*
4 MODI G*ASS 4 T/RIVANI
$G
420 4/0 120 1/0 320 3/0 20 /0 Saint Go ain 1.0
4/0
350
360 310
Modi
Ashai !loat
Thri-ani
)orosil
9. YOUR CUSTOMER AS+S T/E G*ASS BY BRAND NAME3
$I
420 7ES %8 620
:. IF YES ,/IC/ BRAND IS A POPU*AR C/OICE /D
4 SAINT7GOBAIN 4 AS/AI F*OT5ASI 4 BOROSI*
420 4/0 120 1/0 320 3/0 20 /0
od i
4 MODI G*ASS 4 T/RIVANI
4/0
440
320 3/0
310
Series3
Sa in tG o
As ha i
/$
Th r i-
)o ro sil
ai n
M
!l
oa t
an i
;. BRAND C/OICE OF YOUR CUSTOMER FOR T/E FO**O,ING PRODUCTS C*EART/INE <2.9mmTO:mm= C*EART/I+E <@mmTO12mm= TINTEDG*ASS5DESIGN G*ASS MIRROR REF*ECTIVE 1>? 2>? 19? 6>? 29?
//
G# BK 619S) SB55)S4I9% P)9P.) &SJ BR&%D %&M)SL M '&RP)%4)R M &R'1I4)'4 M 7&BRI'&49R M BBI.D)R M M)DI&"&D>)R4ISI%5
10% #"% $a%pente% A%chitect &'i(de% Fa)%icato% 1!% "!% *edia
1 %
I# 61&4 IS K9BR R)7.)'4I>) 5.&SS S&.)S P)R M9%41 NN$#<NNNNNNI% 49%%)S $D# 61&4 '9.9BRS &R) S9.D I% BR&%D)D R)7.)'4I>) 5.&SSL
/3
'9.9BR .ight 5old Bron:e Blue 5reen
41I'J %)SS 8-<-= mm 8-<-= mm 8-<-= mm 8-<-= mm
$$# 61&4 '9.9BRS &R) S9.D I% IMP9R4)D R)7.)'4I>) 5.&SSL '9.9BR 5rey Parsol gold Bron:e .ight 5old 41I'J %)SS 8-<-= mm 8-<-= mm 8-<-= mm 8#< mm
12. DO YOU PURC/ASE DIRECT*Y FROM COMPANY3
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"!% YES ,O +!%
16. IF NOTA FROM ,/OM DO YOU PURC/ASE G*ASSBBBBBBBBBBB. /<
./0 Saint Go ain 6/0 8thers
18. /O, MANY CUSTOMERS INSIST ON A BRAND NAME BASED ON TV COMMERCIA*BBBBB. A.= 2959> !e$%ers s$ ! most o& t'em
19. ,/AT ARE T/E ADVERTISEMENTS OF G*ASS YOU /AVE SEEN PRODUCT C*EAR G*ASS MIRROR REF*ECTIVE COMPANY SAINT GOBAIN MODI ASA/I F*OAT
/=
C/ANNE* G TV /BO ESPN
1:. ,/AT IS T/E PREFERAB*E *OCA* C/ANNE* FOR T/E ADVERTISING 1. NE,S C/ANNE*S 2. SUN NET,OR+
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1;. ADVERTISEMENT FEED BAC+ C*EAR G*ASS ADDS
C /A
ADD
/AVE YOU SEEN T/IS ADD3
9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
620
420
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
It’s ver! clear
/G
C RESTAURANT ADD
/AVE YOU SEEN T/IS ADD3
6/0 6/0 2/0 ./0 ./0 4/0 1/0 3/0 /0 7ES %8
,/AT YOU PURSUED FROM T/E ADD3
It’s effective add and entertainin"
/I
C
ENTRANCE DOOR ADD
/AVE YOU SEEN T/IS ADD3
9/0 9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0 7ES %8 4/0
,/AT DO YOU PURSUED FROM T/E ADD3
The "lass is not visible
C
+ID DRA,ING ADD
3D
/AVE YOU SEEN T/IS ADD3
9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
640
490
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
The bo! showin" a "lass here which is not visible to the viewers7
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1@.
REF*ECTIVE G*ASS
CRABE ADD /AVE YOU SEEN T/IS ADD3
5/0 9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
9.0
Series3 160
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
4n8o!ed b! all 9 reflects heat and ma)e the ortion cool and one side trans arent
C
BAY ,ATC/ ADD
3/
/AVE YOU SEEN T/IS ADD3
5/0 9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
910
150
Series3
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
4ver! one is en8o!in" 9 reflects heat and ma)es the ortion cool and one side trans arent
33
1D.
MIRROR G*ASS
BOY TOI*ET
/AVE YOU SEEN T/IS ADD3
9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
6.0
460 Series3
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
$s clear as ori"inal loo)
38
C
MUSEUM ADD
/AVE YOU SEEN T/IS ADD3
6/0 2/0 ./0 4/0 1/0 3/0 /0
250
.10
Series3
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
It is ver! useful for all. $s clear as ori"inal loo)
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C
SUPER MAR+ET ADD
/AVE YOU SEEN T/IS ADD3
:/0 5/0 9/0 6/0 2/0 ./0 4/0 1/0 3/0 /0
510
Series3 350
7ES
%8
,/AT YOU PURSUED FROM T/E ADD3
'lass is ver! clear so in situations li)e this it ma! be dan"erous
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RAN+ T/E FO**O,ING MEDIA
TV ADVERTISING ?1 2 6 8 9
PRINT MEDIA <NE,S PAPER= 1 ?2 6 8 9
OUT DOOR 5 /ORDINGS 1 2 ?6
8
9
DANG*ERS5BANNERS5POSTERS5POP 1 2 6 8 ?9
INTERNET 5CA** CENTER 1 2 6 ?8
9
BUDGET ANA*YSIS OF SAINT7GOBAIN
3C
Saint-5obain spending $Dcrores for ad!ertising and media efficiency in media and print-media point of purchase in India per annum# <DF - Media ad!ertising# 3DF - Print-media# /DF - Point of purchase#
1/0 Media 2/0 4/0 ;rint-media ;8;
3G
BRAND EQUITY AND MEDIA EFFICIENCY OF T/E SAINT7GOBAIN
'ustomer percei!ed *uality Brand loyalty Brand awareness Media )fficiency
'ustomer percei!ed *uality; &ccording to the sur!ey done by our group, CDF of the customers sur!eyed fall in good and !ery good category where as 3DF of the customers fall in fair and poor category in terms of ser!ice *uality pro!ide by Saint-5obain to its customers# 4his means Saint-5obain has not been able to ser!e their customers up to the international standards since 3DF of the customers feel the ser!ices are not up to the mar # Saint-5obain as a brand is still percei!ed fa!orably by the customers but in order to ma e the brand Saint-5obain more strong and powerful it needs to impro!e upon its brand e*uity# &nd if it does it, it may become the most fa!ored brand among the customers# Brand loyalty; 4he sur!ey done by our group re!eals that a large chun of customers ?=<FA ha!e recommended the brand Saint-5obain to others and another G/F of them would definitely recommend others# 4his reflects that the customers were loyal and indifferent towards
3I
the brand# Some of the customers sur!eyed had intense loyalty towards the brand# 4herefore, we could inter from the abo!e that brand Saint- 5obain enjoys customer loyalty to the highest le!els# 4his means Saint5obain as a single brand is !ery strong in the !iews of its customers which would help saint-5obain in building its brand !ery strong# Brand &wareness; 4he brand Saint-5obain was successful at building awareness# &ccording to the sur!ey conducted on the customers by our group, all of them were aware of the brand Saint-5obain# &nd the customers to whom Saint-5obain was referred and recommended also new about brand Saint-5obain# 4hey had positi!e approach towards the brand Saint-5obain# 4he brand recall was also !ery strong among the customers of saint# Saint-5obain is able to maintain the brand recall appro0imately the same as its competitors most of which had been supported by the ad!ertising acti!ities that has been underta en by them# Brand communication is a long-term e0ercise that has to be carried out with a great degree of regularity and consistency# 6ith the efforts that Saint-5obain has put behind the brand in the last two to three years, they ha!e deri!ed good mileage# Brand research shows that Saint-5obain now has an unaided brand recall with $"< th of our targeted audience and is now in the consideration set of most in!estors# Media )fficiency; 4he company is using only few Medias such as !isual media, print media, and point of purchase as the sources according to the customer sur!ey !isual media and print media are placed $+/nd So the saint gobain has been using effecti!e Medias for their promotion#
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SUGGESTIONSSaint-5obain mostly preferring for ad!ertising li e Media and PrintMedia and internet + call centers# But according to customer opinion li e 4> commercials are !ery popular ?increase ad!ertising many channelsA# 5lass 'ompany should concentrate more in reflecti!e glass because of 5rowing infrastructure e0penditure# &s now a days builders prefer colour glass for construction# So therefore Increase !ariety in colours in reflecti!e glass# 'ompany to increase their on des champions to increase the retile business#
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RESEARC/ MET/ODO*OGY4he methodology adopted to conduct the research ?primary and secondaryA for this study is as follows; Primary Research 6or ; $# Initial step was to ha!e an e0tensi!e discussion with the S&I%459B&I% management regarding the strategies that they follow in order to build and maintain their brand in the mar et# /# Based on the discussions, customer satisfaction sur!ey 2uestionnaires were designed in order to carry out the sur!eys# 3# 2uestions regarding the brand e*uity among the customers and Media efficiency towards the brand were as ed from the dealers of Saint-5obain# 8# &fter the sur!eys were conducted, the results of the same were analy:ed and interpreted which can be seen in the latter part of this project report# Secondary Research wor ; $# 4his entailed collection of a!ailable data and information /# 4he primary sources of this data was Saint-5obain office located at 1yderabad# 3# 4he other source was the company,s website, i#e#, 8# 4he material collected included in-house and e0ternal promotional material, along with the company,s annual report, basic policy documents etc#
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REFERENCESwww#saint-gobin#com www#google#com www#wi ipedia#com 'ompany brochures
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doc_632051178.doc