Description
In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.
A STUDY ON BRAND POSITIONING OF PERIYAR RICE WITH SPECIAL REFERENCE TO KOTTAYAM DISTRICT
PROJECT REPORT
CONTENT
CHAPTER NO I CONTENT PAGE NO
INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION OF THE STUDY 1.2OBJCTIVES OF THE STUDY 1.3 STATEMENT OF THE PROBLEM 1.4 LIMITATION OF THE STUDY 1.5 RESEARCH METHODOLOGY 1 3 3 3 4
II
REVIEW OF LITTERATURE 2.1 REVIEW OF LITTERATURE 6
III
CONCEPTUAL FRAME WORK 3.1 INDUSTRY PROFIL 3.2 COMPANY PROFILE 3.3 BRAND POSITIONING 10 13 19 23
IV V
ANALYSIS AND INTERPRETATION FINDINGS,SUGGESTION AND CONCLUSION 5.1 FINDINGS 5.2 SUGGESTION 5.3 CONCLUSION BIBLIOGRAPHY APPENDIX
67 68 69
LIST OF TABLES
TABLE NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
TITLE Age group of the respondents Gender of the respondents Education qualification of respondents Marital status of the respondents Income per month of the respondents Consumer awarnes Source of information about Periyar rice Purchase and usage of Periyar rice Brand preference of respondents Time period of usage Satisfaction level of respondents towards Periyar rice Level of satisfaction of respondents about quality Level of satisfaction of respondents about price Level of satisfaction of respondents about package Level of satisfaction of respondents about taste Level of satisfaction of respondents about quantity Level of satisfaction of respondents about variety Level of satisfaction of respondents about advertisement Level of satisfaction of respondents about cash discount
PAGE NO 23 25 27 29 31 33 34 36 38 40 42 44 46 48 50 52 54 56 58
20 21 22
Level of satisfaction of respondents about special gift Level of satisfaction of respondents about coupons General opinion about brand Periyar rice LIST OF CHARTS
60 62 64
TABLE NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
TITLE Age group of the respondents Gender of the respondents Education qualification of respondents Marital status of the respondents Income per month of the respondents Source of information about Periyar rice Purchase and usage of Periyar rice Brand preference of respondents Time period of usage Satisfaction level of respondents towards Periyar rice Level of satisfaction of respondents about quality Level of satisfaction of respondents about price Level of satisfaction of respondents about package Level of satisfaction of respondents about taste Level of satisfaction of respondents about quantity Level of satisfaction of respondents about variety Level of satisfaction of respondents about advertisement Level of satisfaction of respondents about cash discount Level of satisfaction of respondents about special gift
PAGE NO 24 26 28 30 32 35 37 39 41 43 45 47 49 51 53 55 57 59 61
20 21
Level of satisfaction of respondents about coupons General opinion about Periyar rice
63 65
INTRODUCTION AND DESIGN
CHAPTER-I
1.1INTRODUCTION OF THE STUDY
BRAND POSITIONING Brand positioning refers to “target consumer?s” reason to buy brand in preferences to others. It is a very greatful method in the marketing arena. it is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand?s benefits to buy; and focuses at all points of contact with the customer. In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customer?s views and opinions. Brand positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer?s mind. Brand positioning involves identifying and determining points of similarity and differences to ascertain the right brand identity and to create a proper brand image. Brand positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it?s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. it is the single feature that sets your service apart from your competitors. Positioning is a concept in marketing which was first introduced by Jack Trout and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind." This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the paper "Positioning" is a game people play in today?s me-too market place" in the publicationIndustrial Marketing, in which the case is made that the typical
consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard all information that does not immediately find a comfortable (and empty) slot in the consumers mind. It was then expanded into their ground-breaking first book, "Positioning: The Battle for Your Mind," in which they define Positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances" .
FIVE FACTORS OF BRAND POSITIONING 1. Brand Attributes What the brand delivers through features and benefits to consumers. 2. Consumer Expectations What consumers expect to receive from the brand. 3. Competitor attributes What the other brands in the market offer through features and benefits to consumers. 4. Price An easily quantifiable factor – Your prices vs. your competitors? prices. 5. Consumer perceptions The perceived quality and value of your brand in consumer?s minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.?). Take some time to create a thorough picture of the current market and how your brand fits in that market to determine your brand?s current position. If that?s not the position you want for your brand, take the necessary steps to change it based on the gaps defined when you analyzed the five factors above. The brand position of indicate how well a firm is doing in the market place compared to its competitors. In this fast moving era, there has been a great demand for instant product as result; we can see that present market is being flooded by instant rice products which have been a boon especially to working women. Many leading brands of rice hence; in order to sustain the market the company must have good hold over the market. In this scenario of tight competition a study was conducted to know the brand position.
1.2 OBJECTIVES OF THE STUDY
Primary objective
? To study the brand positioning of periyar rice in kottyam district
Secondary objectives
? To identify the expectation and perception of consumers towards the brand Periyar rice. ? To study the consumer satisfaction level towards Periyar rice brand ? To know the cosumers opinion towards the Periyar rice brand
1.3 STATEMENT OF THE PROBLEM The brand position of indicate how well a firm is doing in the market place compared to its competitors. In this fast moving era, there has been a great demand for instant product as result; we can see that present market is being flooded by instant rice products which have been a boon especially to working women. Many leading brands of rice hence; in order to sustain the market the company must have good hold over the market. In this scenario of tight competition a study was conducted to know the brand position.
1.4 LIMITATIONS OF THE STUDY ? Errors are possible ? There is no guarantee that the respondents give full and correct information ? The answers were dependent on the attitude, opinion and sharing mentality of the respondents ? The survey was limited only a geographical area of Kottayam district
1.5 RESEARCH METHODOLOGY
RESEARCH DESIGN The study includes the method of descriptive research. Descriptive research is concerned with measuring and estimating the frequencies with which things occur or the degree of correlation or association between various variables. It helps to measure the market size, market structure and the behaviour and attitudes of consumers in the market place DATA COLLECTION The data from the raw details that is collected from the field is known as data. The researcher has to finalize whether to go for primary data or depend totally on secondary data. The study has to go for both primary and secondary.
Primary data:
Primary data are those collected by the investigator or researcher himself for the first time. It is collected from the field. Sources of primary data; 1. interview schedule
Secondary data:
In the other hand data collected by some other agencies are employed for analysis problem it is called secondary method and collected data are called secondary data. In most of the enquiries relating to current problems it is recommended to use primary data than secondary data. SAMPLING TECHNIQUE
“Sampling can be defined as the process of selecting a representative portion of the
population under study for analysis”
Sampling may be defined as the process of obtaining information about an entire population by examining only a part of it. In any investigation if data are collected only from representative?s part of the universe we say that data are collected by sampling. The representative part is called a sample. The sampling method is convenience sampling and the sample size of the study is 150.
TOOLS FOR ANALYSIS The collected data used for analysis in the method of percentage analysis.
PERCENTAGE ANALYSIS=( no of respondent/total no of respondent)*100
REVIEW OF LITTERATURE
CHAPTER-II
2.1 REVIEW OF LITTERATURE
Christoph Fuchs and Adamantios Diamantopoulos (1999)1 Brand positioning, which refers to the act of designing the company?s offering and image to occupy a favorable and distinctive place in the mind of the target market, is a central success factor for the overall performance of a brand in the marketplace. Despite the importance of the positioning construct, existing methods aimed at measuring the soundness of brand positioning strategies are associated with several limitations. In an attempt to overcome these limitations, the authors develop and validate a generalizable, consumer-derived scale that assesses the effectiveness of brand positioning. Based on a comprehensive literature review, positioning effectiveness is modeled as a multidimensional construct, capturing conceptuallyrelevant dimensions of positioning success namely favorability, differentiation, and credibility. Favorability, which reflects the magnitude of positive brand associations towards a brand, satisfies the criterion that consumers need to value a brand in order to be attracted. Differentiation, on the other hand, is essential because a well-positioned brand needs to occupy a distinct position in the minds of consumers. Differentiation captures two subdimensions namely distinctiveness (i.e., is the brand perceived as similar or distinct in comparison to competitor brands?) and uniqueness (i.e., is the brand the only one of its kind?). Credibility constitutes the third positioning effectiveness dimension and indicates the extent to which the associations consumers hold with a brand are also believable. By conducting nine complementary studies, the authors provide strong evidence of the scale?s dimensionality, reliability, and (discriminant, convergent, nomological, predictive) validity. Overall, the proposed measure is easy to administer, enables the comparison of all types of positioning strategies and allows marketers to detect weaknesses and strengths with their
current strategies. Areas for future research involving the measure?s application are also identified and discussed as are limitations of the measure. Sally dibb,Lyndon Simian (1991)2 Customers have unique requirements, aspiration and satisfaction level. Some customers, though, are similar they have common requirements for goods, services and ideas. If these customers needs can be clearly identified and those with similar needs grouped in quantities of sufficient sizes, market segment have been determined. Each customer group-or market segment-has specific expectations and retail marketers must develop retail brands and concepts which cater for needs of the segment target. Having decided on which segment (or segments) to target, retailers position their brands with an image with which the targeted customers identify. Market segmentation, targeting and positioning is a fundamental process in modern retail marketing strategy. The key decisions and the steps necessary for successful implementation are examined. Authors
anhorsky and paulnelsin (1992)3 Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding brand positioning strategies. This article analyzes the market position held by a competitive set of brands in the hair oil market through a comparison of cognitive and conative perceptions. Cognition will be identified by trailing a factor analytic adaptation of importance performance analysis. In turn, conation will be gauged by stated intent of the consumers to purchase the hair oil brands under study. The alignment of the results from these techniques will help in identifying the position of leadership held by a brand in the hair oil market. The marketers, in order to strategically place their brands in today?s competitive market, need to identify the attributes on which they need to focus and those of paramount importance for the consumers. This
method of positioning analysis offers a practical means for present-day marketers faced with the challenge of identifying one or few brands from their diverse and multi-attributed brand range that could be developed to differentiate their brand in a meaningful way to consumers. Jacques R. Chevron (2007)4 I realize that my statement requires an explanation. The words “brand positioning” (or its little brother, “brand repositioning”) are found often in the pages of this very magazine and in the resumes of many capable applicants. Yet, those who use these words are showing that they either have not given much thought about branding issues or have little discipline about using vocabulary. I strongly suspect that they simply use the word “brand” where the word “product” is more accurate. Here?s why. Positioning is a marketing communication tool, and probably the most important of them. It seeks to create the perception of a difference between your product and those it competes with. That difference ought to be relevant enough to give the consumer a reason for using your product rather than someone else?s. The art of positioning, then, is to select, among all the possible things to say about a product, the one thing that will make the product most attractive compared to its competitors. You may select from any aspect of the product, its looks, its packaging, its features, its end benefit, etc. Once you have made a choice, you should focus on communicating it forcefully and single-mindedly and reject everything else. The “Single-Minded Communication” principle is essential to positioning. For instance, if you market toothpaste, your product likely offers similar performances to those of its competitors in areas If you are lucky, and a concept test shows positive consumer reactions to a “mouth-feel” claim (e.g., Your mouth will feel as clean as after a visit to the hygienist) and none of your competitors uses that claim, you might chose “mouth-feel” as your product?s positioning. The “Single Minded Communication” principle means that your communication should ignore all the other benefits you could communicate about your product -- such as cavity fighting, breath freshening, teeth whitening, etc. – and focus exclusively on mouth-feel.
REFERANCE 1.Journal: International journal of retail and distribution Volume:19 Issue :3 1999
Topic : A consumer-derived measure of brand positioning effectiveness Developement and validation Page no:43-48 2.Source:International journal of retail and distribution Volume:19 Issue:3 1991 Topic:targeting segments and positioning Page no: 56-59 3. Journal: Marketing science Volume: 11, no:2 Issue : 1992
Page no: 64-72 4. Journel:Brandweek Magazine Volume no: 11 Issue: 2007
Topic :
Don?t assume the position
CONCEPTUAL FRAME WORK
CHAPTER-III
3.1 INDUSTRY PROFILE
There are many unproven mythological tales related to origin of rice, though historians hold little or no stock in any. Rice cultivation is considered to have begun simultaneously in many countries over 6500 years ago. Rice has been cultivated in China since ancient times. Chinese records of rice cultivation go back 4000 years. Most believe the roots of rice come from 3000 BC India, where natives discovered the plant growing in the wild and began to experiment with it. Cultivation and cooking methods are thought to have spread to the west rapidly and by medieval times, southern Europe saw the introduction of rice as a hearty grain. In several Asian languages the words for rice and food are identical. African rice has been cultivated for 3500 years. In the Middle East and Mediterranean Europe, it started around 800 BC. Rice spread throughout Italy and then France, after the middle of the 15th century, later propagating to all the continents during the great age of European exploration. In 1694, rice arrived in South Carolina, probably originating from Madagascar. The Spanish brought rice to South America at the beginning of the 18th century. Rice cultivation has been carried into all regions having the necessary warmth and abundant moisture favorable to its growth, mainly subtropical rather than hot or cold. WORLD SCENARIO Rice is the second largest produced cereal in the world. At the beginning of the 1990s, annual production was around 350 million tons and by the end of the century it had reached 410 million tons.
Production is geographically concentrated in Western and Eastern Asia. Asia is the biggest rice producer, accounting for 90% of the world's production and consumption of rice. China and India, which account for more than one-third of global population supply over half of the world's rice. Brazil is the most important non-Asian producer, followed by the United States. Italy ranks first in Europe. The world's major rice-producing countries - including the two most populous nations, China and India - have emphasized the importance of continuing to develop new rice varieties to guarantee Asia's food security and support the region's economic development. Today, rice is grown and harvested on every continent except Antarctica, where conditions make its growth impossible. The majority of all rice produced comes from India, China, Japan, Indonesia, Thailand, Burma, and Bangladesh. Asian farmers still account for 92-percent of the world's total rice production. More than 550 million tons of rice is produced annually around the globe. In the United States, farmers have been successfully harvesting rice for more than 300 years. There are thousands of strains of rice today, including those grown in the wild and those which are cultivated as a crop. INDIAN SCENARIO India is an important center of rice cultivation. The rice harvesting area in India is the world's largest. The two major rice varieties grown worldwide today are Oryzasativaindica and Oryzasativa japonica. According to research studies, they owe their origins to two independent events of domestication thousands of years ago. Historians believe that while the indica variety of rice was first domesticated in the area covering the foothills of the Eastern Himalayas (i.e. north-eastern India), stretching through Burma, Thailand, Laos, Vietnam and Southern China, the japonica variety was domesticated from wild rice in southern China which was introduced to India before the time of the Greeks. Chinese records of rice cultivation go back 4000 years. The earliest remains of cultivated rice in the sub-continent have been found in the north and west and date from around 2000 BC. Perennial wild rices still grow in Assam and Nepal. It seems to have appeared around 1400 BC in southern India after its domestication in the northern plains. It then spread to all the fertile alluvial plains watered by rivers.
Cultivation and cooking methods are thought to have spread to the west rapidly and by medieval times, southern Europe saw the introduction of rice as a hearty grain. Some says that the word rice is derived from the Tamil word aris. Rice is first mentioned in the Yajur Veda (c. 1500-800 BC) and then is frequently referred to in Sanskrit texts. In India there is a saying that grains of rice should be like two brothers, close but not stuck together. Rice is often directly associated with prosperity and fertility, hence there is the custom of throwing rice at newlyweds. In India, rice is always the first food offered to the babies when they start eating solids or to husband by his new bride, to ensure they will have children.
STATE SCENARIO Paddy cultivated in almost all districts of Kerala. Rice production has experienced continues decline in area over two decades. Rice production touched around 14 lakhs tones in the mid-seventies. Even at its peak level internal production was hardly sufficient to meet 50% of states requirement. Consequent to the enormous pressure, where high value crops like coconut, banana, pineapple and rubber have exerted area under paddy has decline from its peak coverage of 8.81 lakhs hectares in mid-seventies to 3050 lakhs hectares in 1999-2000. In Kerala paddy production is highly concentrated in the district of Palakkad and Alappuzha. These are also known as rice bowls of Kerala. These two districtscontribute 40% of the total production of rice In Kerala. If present the rice cultivators are facing so many problems. The main problem is increase in the total of production and less profit from the product sale. So many farmers are changing their cultivation crop into other agricultural products where they get high profit and some people are utilizing the land for constructing building and tile factories. All these practices are affecting the industry very adversely. In Kerala paddy processing industries is one of the traditional industries. Earlier Paddy processing was considered as a household business and each member of the family are involved in the business. Employing traditional method of operation, paddy processing was done by the female members of the family. As the time passed with the increase in the production and production of paddy, rice mill on modern lines began to flourish. With introduction of high yielding variety crops, which is turn result in massive increase In productivity, lead to encourage of middlemen in paddy business. They made bulk purchases
were flown from production centers to the trading centers. This necessitated the establishment of rice mills on modern lines.
3.2COMPANY PROFILE
Kalady, the birth place of Adisankara is famous for the production of rice for the last several years. It blessed with perennial supply of water from the river Periyar.Because of availability of pure water entrepreneurs have concentrated in Kalady area and its suburbs for the manufacturing of rice of as the availability of pure water is the most important factor for producing good quality rice.Chirakal modern rice is one among new rice milling units created during the year 1996 with the jurisdiction of the Kaladygramapanchayath in Maattoor,Marottichode in a picturesque land by the side of the MC road. The main promoters are the industrial units are Sri: C D Polachan, Sri: C D Jose and Sri: C D Sebastian of chirackal family. the unit is manufacturing rice and rice brand is marketing the same under the brand name Periar.The products became dear among the customers in short span of time all the plant have functional department like accounts,personal:competent and qualified managers head research and development. Quality is the buzz word in the organisation. The same “if we keep our customers happy they will in turn keep us” inspires all strategic decision of the company. HISTORY OF THE COMPANY Chirackal agro mill is the one among successful rice mills established during the year 1996 in the picturesque landscape of marottychode by the side of mc road kalady. Now its cosider as one of the premier manufacture of rice and rice products state of Kerala with about three independent units equipped with the most modern and sophisticated technology for the processing of rice. Chirakal agro mills is one of the leading modern rice mill which assures
quality branded rice at a reasonable price. It makes sale through its brand name PERIYAR which is named after the river periyar the perennial water source of the region kaladyperiyar rice provides the rice at traditional taste of Kerala due to its superior quality and affordable price ABOUT THE QUALITY PRICE Quality is the buzzword of the organisation and for that purpose special quality controlled department was also there. all the plants have competent and qualified managers in their account,personnel,marketing and R&D department.the same „?if we keep our customers happy, they will intern keeps as happy?? inspires all strategic decision in the company. the caption provided by the Periyar rice in its advertisement is given „ONLY THE TECHNOLOGY CHANGED................NOT THE TASTE..........? Very clean quality control while manufacturing the products is main reason for the products to become dearer in the market. From purchase to finish the packets, the process of rice manufacturing undergoes several checks in different stages. Experts procuring personnel ensure the procurement of the paddy.they travel extensively through Kerala during the harvest season for procurement. The procured paddy is properly dried, transported and stocked in the modern warehouse for further processing. The quality-testing lab is capable of testing for particulate contaminants,microbialcontaminations,fertilizers,pesticides and
residues. This process introduces the best quality rice to the market DETAILS ABOUT THE EMPLOYEES Managerial staff Supervisory staff Office staff Workers Total 6 10 14 90 120
In chirackal agro mills at marottichode there are aroud 80 employees including managerial,supervisory and office staff. Out of these 80 employees, there are managerial staff, six are supervisory and thirteen are office staff. The following table shows the details of the employees working at chirackal agro mills.
RECOGNISATION AND ACCREDITIONS Chirackal agro mills, kalady is a small industry registered with the directorate of industries and commerce, government of kerala.Being established in the year 1996,it uses the most advanced facility and it also exports its products to Muscat and Saudi Arabia. The company has an experienced team of employees who manages various activities. Although the plant is fully automatic, company?s personnel, monitor each process closely. Each factory has its own laboratory with equipments from stake Japan for online production quality control.Nowonder, the company?s priority for top quality helped the organization to bag 9001:1994 international certification, the international recognisation and acceptance for quality. The company is also being accredited with JASANZ accredition.Each product undergoes final testing. ORGANIZATIONAL STRUCTURE
Managing partner
General Manager
Purchase manager
Production manager
Quality control in charge
Accounts
Sales Manager
StoreKeeper
Storekeeper
Production supervisor
Maintanace supervisor
Sales Manager
Workers
Workers
Workers
Sales executive
MARKETING DEPARTMENT brand name “PERIYAR RICE”.The product becomes popular amoung the customers in a short span of time.The company has a wide distribution network and retail outlet spred all over the state of Kerala to meet the consumer requirements with quality rice.This brand is not only popular in India but also popular in many foreign contries,exports to USE and sultanate of Oman are also done under the same brand name “Periyar”and is well accepted through out the gulf region,especially among the malayali population-efficient functioning of the marketing network is the secret of increased customer satisfaction”chirackal agro mills is promoting its brand through advertisement media and their caption is “ONLY THE TECHNOLAGY IS CHANGED ....................NOT THE TASTE.................” All Periyar brand rice is sortex cleaned and is available in 5kg,10kg,25kg and 75kg packs all over India PROMOTIONAL ACTIVITIES Chirackal agro mills is promoting its brand through advertisement and other sales promotional techniques.The brand is not only advertised through the TV media but it is advertised through news papers,magazinesetc.Throughoutkerala state we can see many baners and posters of Periyar rice PROMOTIONAL TECHNIQUES OF PERIYAR RICE ? ? Advertisement through the media like TV,news paper and magazines etc By providing sponsorships of sports events in the nearly areas
? ? ?
By providing baners,stickers,postersand brochure Providing various offers to wholesalers and retailers Providing special offers directly to customers
CUSTOMER FOCUS Customers is the king in the modern market and everything in the market depands the customers behaviour.In order to survive in the market every company has to focus their main attention on their customers because if the customers accept the product then only the company as well as the brand can survive in the market. The chirackal agro mills is highly focusing or,the customers because they believe on the saying that “if we keep our customers happy, they will in turn keeps us happy” MARKET SHARE No 1 2 3 4 5 6 7 8 Brand name Periyar Nirapara Pavizham Double horse Nallari Nenmani Thiruvonam Others Market share 35 12 11 7 4 3 2 16
There are a lot of rice mills in the market with their local brand. But still Periyar is having a good market share of 35% in the total market. The local players now cover a major share of the market but still Periyar rice is having a great opportunity in future to capture the whole market PRODUCT PROFILE The main product of the company is sortex rice. There are various varieties of rice are available under the Periyar brand. The various varieties that are being marketed under the Periyar brand are as follows,
1. JYOTHI RICE:
This rice is very popular one due to its task, which is more tastier and
preferred one. This is a variety of long boiled rice. Jyothi rice is also known as vadi rice. The price of each variety of rice varies due to its quality, taste and demand. 2. UNDA RICE: This rice is a high quality rice and red in colour. This rice is popularly
known as palakadan rice or kuttanadan rice. It has a white belly. It cooks fast and is mostly preferred by many households 3. JAVA RICE: This is another popular rice, which is marketed under the Periyar brand.
This speciality of this variety of rice is that the colour of this rice is very white. Here also the price of variety varies from other varieties. This rice is very thin and white in colour. 4. KURUVA RICE: Another variety of rice,which is preferd by many
hoseholds,iskuruva rice. This variety of rice very short in appearance and very white in colour 5.KRANTHI RICE: This is also apopular rice and preferred intensively by the people.
The speciality of this rice is that it is white in colour and in short and round in appearance and is a bold variety of rice. It produce more rice in when it is cooked and it cooks very fast.
3.3 BRAND POSITIONING
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for itsproduct, brand, or organization The original work on Positioning was consumer marketing oriented, and was not as much focused on the question relative to competitive products as much as it was focused on cutting through the ambient "noise" and establishing a moment of real contact with the intended recipient. In the classic example of Avisclaiming "No.2, We Try Harder", the point was to say something so shocking (it was by the standards of the day) that it cleared space in your brain and made you forget all about who was #1, and not to make some philosophical point about being "hungry" for business. Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s). Generally, the brand positioning process involves: 1. Identifying the business's direct competition (could include tertiary players that offer your product/service amongst a larger portfolio of solutions) 2. Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)
3. Documenting the provider's own positioning as it exists today (may not exist if startup business) 4. Comparing the company's positioning to its competitors' to identify viable areas for differentiation 5. Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions. More generally, there are three types of positioning concepts: 1. Functional positions
? ? ?
Solve problems Provide benefits to customers Get favorable perception by investors (stock profile) and lenders Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment Provide sensory stimulation Provide cognitive stimulation
2. Symbolic positions
? ? ? ?
3. Experiential positions
? ?
A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of consumer, the campaigns and messages are always targeted to the consumer himself (the user of the product) Peter England always campaigns their product concentrating on the consumer, the user of its product. Louis Philip also concentrates on this kind of campaigns. The other kind of positioning is on basis of competition. These campaigns are targeted towards competing with other players in the market. Dettol television commercials always concentrate on advertisements, which show that this product would give you more protection, then the others. A number of positioning strategies might be employed in developing a promotional program. The 7 such strategies are discussed below: POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS
Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products. A common approach is setting the brand apart from competitors on the basis of the specific characteristics or benefits offered. Sometimes a product may be positioned on more than one product benefit. Marketers attempt to identify salient attributes (those that are important to consumers and are the basis for making a purchase decision)
?
Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product. Colgate offers benefits of preventing cavity and fresh breath. Promise, Balsara?s toothpaste, could break Colgate?s stronghold by being the first to claim that it contained clove, which differentiated it from the leader. Nirma offered the benefit of low price over Hindustan Lever?s Surf to become a success. Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile market.
? ?
?
?
POSITIONING BY PRICE/QUALITY
Marketers often use price/ quality characteristics to position their brands. One way they do it is with ads that reflect the image of a high-quality brand where cost, while not irrelevant, is considered secondary to the quality benefits derived from using the brand. Premium brands positioned at the high end of the market use this approach to positioning. Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. Although price is an important consideration, the product quality must be comparable to, or even better than, competing brands for the positioning strategy to be effective. ParleBisleri – “BadaBisleri, same price” ad campaign. POSITIONING BY USE OR APPLICATION
Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application. Surf Excel is positioned as stain remover „ Surf Excel hena!?
Also, Clinic All Clear – “Dare to wear Black”. POSITIONING BY PRODUCT CLASS Often the competition for a particular product comes from outside the product class. For example, airlines know that while they compete with other airlines, trains and buses are also viable alternatives. Manufacturers of music CDs must compete with the cassettes industry. The product is positioned against others that, while not exactly the same, provide the same class of benefits. BY PRODUCT USER Positioning a product by associating it with a particular user or group of users is yet another approach. Motography Motorola Mobile Ad.n this ad the persona of the user of the product is been positioned
POSITIONING BY COMPETITOR Competitors may be as important to positioning strategy as a firm?s own product or services. In today?s market, an effective positioning strategy for a product or brand may focus on specific competitors. This approach is similar to positioning by product class, although in this case the competition is within the same product category. Onida was positioned against the giants in the television industry through this strategy, ONIDA colour TV was launched with the message that all others were clones and only Onida was the leader. “neighbour?s Envy, Owners Pride”. POSITIONING BY CULTURAL SYMBOLS An additional positioning strategy where in the cultural symbols are used to differentiate the brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols has successfully differentiated the product it represents from competitors
ANALYSIS AND INTERPRETATION
CHAPTER-IV
ANALYSIS AND INTERPRETATION 4.1 DEMOGRAPHIC PROFILE OF THE RESPONDENTS TABLE – 4.1.1 AGE GROUP OF THE RESPONDENT
S.NO AGE
1 2 3 4 15-24 25-34 35-44 Above 45 Total
No. Of respondent
22 38 60 30 150
Percentage
15 25 40 20 100
Source : Primary Data INTERPRETATION
From the above table it is inferred that 40% of the respondents age group is 35-44, 25% of the respondents are in the age group is 25- 34, 20% of the respondents are in the age group above 45 and 15% of the respondents are in the age group of 15 -24.
CHART NO.4.1.1
AGE GROUP OF THE RESPONDENTS
AGE
20% 15% 15-24 25% 25-34 35-44 40% Above 45
Table- 4.1.2
GENDER OF THE RESPONDENT
S.NO
1 2 3
Gender
Male Female Total
No. Of respondent
50 100 150
Percentage
33 67 100
Source : Primary Data INTERPRETATION:
From the above table it is inferred that 67% of the respondents are female and 33 %of the respondents are male.
CHART-4.1.2
GENDER OF THE RESPONDENT
80% 70% 67%
P E R C E N T A G E
60% 50% 40% 30% 20% 10% 0% Male Female 33%
GENDER
Table- 4.1.3 EDUCATION QUALIFICATION OF RESPONDENTS
S.NO
1 2 3 4 5
Educational qualification
SSLC Hsc Graduate Diploma Other specify Total
No. of respondent
38 32 37 20 23 150
Percentage
25 21 25 13 16 100
Source : Primary Data INTERPRETATION
From the above table it isinfered that 25 % of the respondents completed SSLC& Graduation respectively,21% of the respondents completed HSC,13 % of the respondents completed diploma and 16 %the respondents completed technical courses.
CHART-4.1.3
EDUCATION QUALIFICATION OF RESPONDENTS
25% 25% 21%
25%
P 20% E R C 15% E N T 10% A G 5% E
16% 13%
0% SSLC hsc Graduate Diploma Other specify
EDUCATION QUALIFICATION
TABLE-4.1.4 MARITAL STATUS OF RESPONDENTS
S.NO
1
Marital status
Married
No. Of Respondent Percentage
120 80
2 3
Un married Total
30 150
20 100
Source : Primary Data
INTERPRETATION
from the above table it is infered that 80%of respondents are married and 20 % of respondents are unmarried.
CHART-4.1.4
MARITAL STATUS OF RESPONDENTS
80% 70%
P E R C E N T A G E
60% 50% 40% 30% 20% 10% 0% Married Un married 20% 80%
MARITAL STATUS
TABLE-4.1.5
INCOME PER MONTH OF RESPONDENTS S.NO
1 2 3 4 5
Salary
Below 3000 3000-5000 5000-7000 Above 7000 Total
No. Of respondent
25 50 75 150
Percentage
17 33 50 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 50 % of the respondents income per month was 7000Rs, 33 %of the respondents income per month was 5000Rs -7000Rs and 17 % of the respondents income per month was 3000Rs – 5000Rs.
CHART-4.1.5 INCOME PER MONTH OF RESPONDENTS
0% 17%
Below 3000 50% 3000-5000 5000-7000 Above 7000 33%
4.2 AWARNES AND PREFERENCE TOWARDS PERIYAR RICE
TABLE-4.2.1
CONSUMER AWARENESS
S.NO
1 2 3
Types
Yes No Total
No.of respondent
150 150
Percentage
100 100
Source : Primary Data INTERPRETATION
From the above table shows that 100% of the respondents are aware of Periyar rice products.
TABLE-4.2.2 SOURCE OF INFORMATION ABOUT PERIYAR
S.NO
1 2 3 4 5 6
Sources
Friends Advertisement Shops Relative Neighbour Others Total
No. of respondent
22 52 30 20 18 8 150
Percentage
25 25 20 13 12 5 100
Source : Primary Data
INTERPRETATION
From the above table it isinfered that 25 %of the respondents get information by advertisement&by friends,20% of the respondents get information through shops,13 %of the respondents get information by relative,12 % of the respondents get information by neighbour and 5 %of the respondents get information by others sources.
CHART-4.2.2
SOURCES OF INFORMATION ABOUT PERIYAR RICE
35%
P E R C E N T A G E
30% 25% 20% 35% 15% 10% 15% 5% 5% 0% 20% 13% 12%
SOURCE OF INFORMATION
Table-4.2.3
PURCHASE & USAGE OF PERIYAR RICE
S.NO
1 2 3 4
usage
Regularly occasionally Rarely Never Total
No. of respondent
38 62 40 10 150
Percentage
25 41 27 7 100
Source : Primary Data INTERPRETATION
From the above table it is infered that41 % of the customers are occasionally purchasing Periyar rice,27 % of the respondents are rarely purchasing Periyar rice ,25 % of the respondents are regularly purchasing periyar rice,7 % of the respondents are never purchasing periyar rice.
CHART-4.2.3 PURCHASE AND USAGE OF PERIYAR RICE
0 7 27
0 25
Regularly occasionally Rarely 41 Never
TABLE-4.2.4 Brand Preference of Consumers S.NO
1 2 3 4
Category
Periyar rice Nirapara Pavizham Rani Total
No.of respondent
62 30 38 20 150
Percentage
41 20 25 14 100
Source : Primary Data INTERPRETATION
From the above table it isinfered that 41 % of respondents preferPeriyar rice,25 %of the respondents prefer pavizham rice,20 % of respondents prefer Nirapara rice, and 14 % of the respondents prefer Rani rice.
CHART-4.2.4
BRAND PREFERENCE OF CONSUMERS
45%
P E R C E N T A G E
40% 35% 30% 25% 20% 15% 10% 5% 0% Periyar rice Nirapara Pavizham Rani 20% 14% 41% 25%
CATAGORY
4.3 level of satisfaction towards Periyar rice TABLE-4.3.1 TIME PERIOD OF USAGE
S.NO
1 2 3 4
Time(years)
1-2 yrs 2-3yrs 3-4yrs Above 4 yrs Total
No.of respondent
48 62 30 10 150
Percentage
32 41 20 7 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 41% of the respondents are using Periyar rice for the 2-3 years, 32 % of the respondents are usingPeriyar rice for 1-2 years,20 % of the respondents are using Periyar rice for 3-4 years,7% of the respondents are using Periyar rice above four years.
CHART-4.3.1 TIME PERIOD OF USAGE
45% 40%
P E R C E N T A G E
35% 30% 25% 20% 15% 10% 5% 0% 1-2 yrs 2-3yrs 3-4yrs Above 4 yrs
YEARS
TABLE- 4.3.2 SATISFACTION LEVEL OF RESPONDENTS TOWARDS PERIYAR RICE
S.NO
1 2
Category
Yes No Total
No.of respondent
85 65 150
Percentage
57 43 100
Source : Primary Data INTERPRETATION
From the above table it is inferred that 57 % of the respondents are satisfied with Periyarrice,and 43 % of respondents are dissatisfied with periyar rice
CHART-4.3.2
satisfaction level of respondents towards Periyar rice
0
0
43%
OPINION
57% Yes No
TABLE-4.3.3
LEVEL OF SATISFACTION OF RESPONDENTSABOUTQUALITY
S.NO
Level of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
No.of respondent 40 45 30 20 15 150
Percentage 27 30 20 13 10 100
From the above table it is inferred that 30 % of the respondentsare satisfied with quality,27% of respondents are highly satisfied with quality,20 % of respondents are neutral with quality,13 %of the respondents are dissatisfied with quality and 10 % of the respondents are highly dissatisfied.
CHART-4.3.3
LEVEL OF SATISFACTION OF RESPONDENTSABOUTQUALITY
140% 120%
P E R C E N T A G E
100% 80%
30% 27%
20% 60% 40% 20% 0% Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied 13% 10%
LEVEL OF SATISFACTION
TABLE- 4.3.4
LEVEL OF SATISFACTION OF RESPONDENTSABOUTPRICE
S.NO
Levels of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
No. of respondent 34 46 32 18 20 150
Percentage 23 31 21 12 13 100
From the above table it was found that 31% of the respondentsare satisfied with price,23 % of the respondents are highly satisfied with price,21 % of the respondents are neutral with price,12 %of the respondents dissatisfied with price,13 % of the respondents are highly dissatisfied with price.
CHART-4.3.4
LEVEL OF SATISFACTION OF RESPONDENTSABOUT PRICE
0 13% 12% 23%
LEVEL OF SATISFACTION
Highly satisfied Satisfied
21%
Neutral 31% Dissatisfied Highly dissatisfied
TABLE- 4.3.5
LEVEL OF SATISFACTION OF RESPONDENTSABOUTPACKAGE
S.NO
Levels Of Satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
No. of respondent 34 46 32 18 20 150
Percentage 23 31 21 12 13 100
From the above table it was found that 31 % of the respondents are satisfied with package,23 % of the respondents are highly satisfied with package,21% of the respondents are neutral with package,13 % of the respondentshighly dissatisfied with package,12 % of the respondents are dissatisfied with package.
CHART-4.3.5
LEVEL OF SATISFACTION OF RESPONDENTSABOUT PACKAGE
LEVEL OF SATISFACTION
13% 12% 23% Highly satisfied Satisfied 21% Neutral 31% Dissatisfied Highly dissatisfied
TABLE- 4.3.6 LEVEL OF SATISFACTION OF RESPONDENTSABOUT TASTE
S.NO
Levels Of Satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
No. of respondent 38 46 28 20 18 150
Percentage 25 31 19 13 12 100
From the above table it is inffered that 31 % of the respondents are satisfied with taste,25 % of the respondents are highly satisfied with taste,19 % of the respondents are neutral with taste,13 %of the respondents dissatisfied with taste,12 % of the respondents are highly dissatisfied with taste.
CHARt-4.3.6
LEVEL OF SATISFACTION OF RESPONDENTSABOUT TASTE
LEVEL OF SATISFACTION
12% 13% 25% Highly satisfied Satisfied 19% 31% Neutral Dissatisfied Highly dissatisfied
TABLE- 4.3.7
LEVEL OF SATISFACTION OF RESPONDENTSABOUT.QUANTITY S.NO Levels of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
From the above table it is inferred that 28% of the respondents are highly satisfied with quantity,28 %of the respondents are satisfied with quantity,19 % of the respondents are neutral with quantity,15 % of the respondents dissatisfied with quantity,11 % of the respondents are highly dissatisfied with quantity.
No. of respondent 42 42 28 22 16 150
Percentage 28 28 19 15 11 100
CHART-4.3.7 LEVEL OF SATISFACTION OF RESPONDENTSABOUT.QUANTITY
LEVEL OF SATISFACTION
11% 28% 15% Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied 19% 28%
TABLE- 4.3.8 LEVEL OF SATISFACTION OF RESPONDENTSABOUTVARIETY
S.NO
Levels Of Satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data
No. of respondent 28 32 45 25 20 150
Percentage 17 23 30 17 13 100
INTERPRETATION
From the above table it is inferred that 30 % of the respondents are neutral with variety,23% of the respondents are satisfied with variety,17 %of the respondents are highly satisfied with variety,17 % of the respondents dissatisfied with variety,13 % of the respondents are highly dissatisfied with variety.
CHART-4.3.8 LEVEL OF SATISFACTION OF RESPONDENTSABOUT VARIETY
LEVEL OF SATISFACTION
13% 17% 23% 17% Highly satisfied Satisfied Neutral Dissatisfied 30% Highly dissatisfied
TABLE- 4.3.9 LEVEL OF SATISFACTION OF RESPONDENTSABOUT.ADVERTISMENT S.NO
1 2 3 4
5
Levels of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total
No. of respondent 28 32 45 25 20 150
Percentage 17 23 30 17 13 100
Source : Primary Data INTERPRETATION
From the above table it is inferred that 30%of the respondents are neutral with advertisement,23% of the respondents are satisfied with advertisment,17 % of the respondents are highly satisfied with advertsment,17 % of the respondents dissatisfied with advertisment,13 % of the respondents are highly dissatisfied with advertisment.
CHART-4.3.9
LEVEL OF SATISFACTION OF RESPONDENTSABOUT.ADVERTISEMENT
LEVEL OF SATISFACTION
13% 17% 23% 17% Highly satisfied Satisfied Neutral Dissatisfied 30% Highly dissatisfied
TABLE-4.3.10
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCASH DISCOUNT
S.NO
1 2 3 4
5
Level of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total
No.of respondent 28 32 45 25 20 150
Percentage 19 21 30 17 13 100
Source : Primary Data INTERPRETATION
From the above table it is inferred that 30% of the respondents are neutral with cash discount,21 % of the respondents are satisfied with cash discount,19%of the respondents are highly satisfied with cash discount,17% of the respondents dissatisfied with cash discounted,13 % of the respondents are highly dissatisfied with cash discounted.
CHART-4.3.10
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCASH DISCOUNT
17%
19%
Highly satisfied Satisfied 30% 21% Neutral Dissatisfied
TABLE- 4.3.11
LEVEL OF SATISFACTION OF RESPONDENTSABOUTSPECIAL GIFT
S.NO
Level of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data
No.of respondent 22 24 55 30 19 150
Percentage 15 16 37 20 12 100
INTERPRETATION
From the above table it is inferred that 37 % of the respondents are neutral with special gift ,20% of the respondents aredissatisfied with special gift,16% of the respondents are satisfied with special gift,15% percentage of the respondents highly satisfied with special gift,12 percentage of the respondents are highly dissatisfied with special gift.
CHART-4.3.11
LEVEL OF SATISFACTION OF RESPONDENTSABOUTSPECIAL GIFT
12% 20%
15% 16% Highly satisfied Satisfied Neutral Dissatisfied 37% Highly dissatisfied
TABLE- 4.3.12
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCOUPONS
S.NO
Level of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data
No.of respondent 12 22 45 48 23 150
Percentage 8 15 30 32 15 100
INTERPRETATION
From the above table it is inferred that 32% of the respondents are dissatisfied with coupons,30% of the respondents are neutral with coupons,15% of the respondents are satisfied with coupons,15% of the respondents highly dissatisfied with coupons,8% of the respondents are highly satisfied withcoupons.
CHART-4.3.12
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCOUPONS
8% 32% 15% Highly satisfied Satisfied Neutral 30% Dissatisfied
4.4 Opinion towards Periyar rice TABLE- 4.4.1 GENERAL OPINION ABOUT BRAND PERIYAR RICE
S.NO
1 2 3 4 5
Level of satisfaction
Very good Good Neither good or bad Bad Very bad Total
No.of respondent
32 55 23 25 15 150
Percentage
21 37 15 17 10 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that37% of the respondents are gave good,21%of the respondents are gave very good,17%of the respondents are gave bad,15%of the respondents are gave neither good or bad,and 10% of the respondents are gave very bad.
CHART-4.4.1
GENERAL OPINION ABOUT BRAND PERIYAR RICE
10% 21%
17%
Very good Good Neither good or bad Bad Very bad
15% 37%
FINDINGS, SUGGESTIONS AND CONCLUSION
CHAPTER-V
FINDINGS
5.1 FINDINGS ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Majority (40%) of the respondents age group is 35-44 Majority(67%) of the respondents are female Majority(100%) of the respondents are aware of Periyar rice Majority(25% )of the respondents get information by advertisement and friends Majority(41%) of the respondents are occasionally purchasing Periyar rice Majority(41%) of the respondents prefer Periyar rice Majority(41%) of the respondents are using Periyar rice for the 2-3 years Majority(57%) of the respondents are satisfied with Periyar rice Majority(30%) of the respondents are satisfied with quality Majority(31%) of the respondents are satisfied with price Majority(31%) of the respondents are satisfied with package Majority(25%) of the respondents are satisfied with taste Majority(28%) of the respondents are highly satisfied with quality Majority(30%) of the respondents are nentral with variety Majority(30%) of the respondents are neutral with advertisement Majority(30%) of the respondents are neutral with cash discount Majority(37%) of the respondents are neutral with special gift Majority(32%) of the respondents are dissatisfied with coupons Majority(30%) of the respondents are neutral with advertisement Majority(37% of the respondents are gave good
SUGGESTION
5.2 SUGGESTIONS
1.currentlyPeriyar rice have good brand position in the market.so it should try to introduce new product s in the existing product line 2.Company should concentrate more on advertisement,as it plays a vital role in influencing buying behaviour of the consumers 4.It should take effective steps to improve the quality of product 5.They should provide coupons along with the product
CONCLUSION
5.3 CONCLUSION
Periyarrice,Kalady is the one of the leading manufacture of rice.It is having good reputation in its all the areas of operation.In this study the resercher has conducted an analysis of brand position of Periyar rice. From analysis and interpretation,it can be understood that the company has strong competion from pavizham,ranietc;.They should try to launch new advertisement compaigns to retain the existing consumers and attract new consumers. Soit can be concluded that the company should not go back from the present programes and it should implement more and more schems and compaigns,which ensures on-going improvement in the brand position of the products.
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS 1.marketing management by philipkotler -elevanthedition,Pearsoneducation,India 2.Research methodology-methods and techniques by C R Kothari -new age international(p) limited,publishers,Newdelhi 3.Consumer behaviour (p) limited,publishers, New delhi 4.V S Ramaswamy and S.Namakumari,marketing management,4th edition page no;419421 JOURNALS 1.(Authors:Stuartjackson,source:journal of busines strategy,volume:8,issue:1 2007) 2.(Authors:sallydibb,Lyndonsimian,source:International journal of retail and distribution,volume:19 issue:3 1991) 3.(Authors:Hassan,Stephanh.craft,Source:journal of consumer marketing,volume:22issue:2 2005) WEBSITE www.periyarrice.com www.students3k.com www.placementbix.com
APPENDIX
BRAND POSITIONING OF PERIYAR RICE IN KOTTAYAM DISTRICT
1. Name 2.Age group 3. Gender 4. Education qualification
: :15-24 : Male : SSLC 25-34 Female HSC Graduate Diploma 35-44 45-54 above54
Other specify 5. Marital status 6.Monthly income : Married : Below 3000 7000-9000 7.Are you aware of Periyar rice? Yes No Unmarried 3000-5000 Above 9000 5000-7000
8.How do you came to know about Periyar rice? Friends Others 9.How often you purchase and use Periyar rice? Regularly occasionally Rarely Never Advertisement Shops Relatives Neighbour
10.Which brand of product do you prefer more? Periyar rice NiraparaPavizham Rani
11. How long you are using Periyar rice? 1-2 years 2-3years 3-4years above 4years
12. Are you satisfied with Periyar rice? Yes No
13. Rank the factors which influence you to purchase this brand ? SL NO 1 2 3 4 5 Particular Economic in price Compact package Brand image Availability Good for health Rank
14.Measure the level of statisfaction towards Periyar rice ? Highly satisfied Availability Quality Price Package Taste Quantity Variety Advertisement Extra quantity Cash discount Special gift Coupons satisfied Neutral Dissatisfied Highly dissatisfied
15.What do you think the general opinion about Periyar products compare to other brand? Very good good Neither good or bad Bad very bad
16.Plese Give some valuable suggestion ...................................................................................... ....................................................................................... ........................................................................................
doc_486187914.docx
In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.
A STUDY ON BRAND POSITIONING OF PERIYAR RICE WITH SPECIAL REFERENCE TO KOTTAYAM DISTRICT
PROJECT REPORT
CONTENT
CHAPTER NO I CONTENT PAGE NO
INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION OF THE STUDY 1.2OBJCTIVES OF THE STUDY 1.3 STATEMENT OF THE PROBLEM 1.4 LIMITATION OF THE STUDY 1.5 RESEARCH METHODOLOGY 1 3 3 3 4
II
REVIEW OF LITTERATURE 2.1 REVIEW OF LITTERATURE 6
III
CONCEPTUAL FRAME WORK 3.1 INDUSTRY PROFIL 3.2 COMPANY PROFILE 3.3 BRAND POSITIONING 10 13 19 23
IV V
ANALYSIS AND INTERPRETATION FINDINGS,SUGGESTION AND CONCLUSION 5.1 FINDINGS 5.2 SUGGESTION 5.3 CONCLUSION BIBLIOGRAPHY APPENDIX
67 68 69
LIST OF TABLES
TABLE NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
TITLE Age group of the respondents Gender of the respondents Education qualification of respondents Marital status of the respondents Income per month of the respondents Consumer awarnes Source of information about Periyar rice Purchase and usage of Periyar rice Brand preference of respondents Time period of usage Satisfaction level of respondents towards Periyar rice Level of satisfaction of respondents about quality Level of satisfaction of respondents about price Level of satisfaction of respondents about package Level of satisfaction of respondents about taste Level of satisfaction of respondents about quantity Level of satisfaction of respondents about variety Level of satisfaction of respondents about advertisement Level of satisfaction of respondents about cash discount
PAGE NO 23 25 27 29 31 33 34 36 38 40 42 44 46 48 50 52 54 56 58
20 21 22
Level of satisfaction of respondents about special gift Level of satisfaction of respondents about coupons General opinion about brand Periyar rice LIST OF CHARTS
60 62 64
TABLE NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
TITLE Age group of the respondents Gender of the respondents Education qualification of respondents Marital status of the respondents Income per month of the respondents Source of information about Periyar rice Purchase and usage of Periyar rice Brand preference of respondents Time period of usage Satisfaction level of respondents towards Periyar rice Level of satisfaction of respondents about quality Level of satisfaction of respondents about price Level of satisfaction of respondents about package Level of satisfaction of respondents about taste Level of satisfaction of respondents about quantity Level of satisfaction of respondents about variety Level of satisfaction of respondents about advertisement Level of satisfaction of respondents about cash discount Level of satisfaction of respondents about special gift
PAGE NO 24 26 28 30 32 35 37 39 41 43 45 47 49 51 53 55 57 59 61
20 21
Level of satisfaction of respondents about coupons General opinion about Periyar rice
63 65
INTRODUCTION AND DESIGN
CHAPTER-I
1.1INTRODUCTION OF THE STUDY
BRAND POSITIONING Brand positioning refers to “target consumer?s” reason to buy brand in preferences to others. It is a very greatful method in the marketing arena. it is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand?s benefits to buy; and focuses at all points of contact with the customer. In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customer?s views and opinions. Brand positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer?s mind. Brand positioning involves identifying and determining points of similarity and differences to ascertain the right brand identity and to create a proper brand image. Brand positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it?s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. it is the single feature that sets your service apart from your competitors. Positioning is a concept in marketing which was first introduced by Jack Trout and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind." This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the paper "Positioning" is a game people play in today?s me-too market place" in the publicationIndustrial Marketing, in which the case is made that the typical
consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard all information that does not immediately find a comfortable (and empty) slot in the consumers mind. It was then expanded into their ground-breaking first book, "Positioning: The Battle for Your Mind," in which they define Positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances" .
FIVE FACTORS OF BRAND POSITIONING 1. Brand Attributes What the brand delivers through features and benefits to consumers. 2. Consumer Expectations What consumers expect to receive from the brand. 3. Competitor attributes What the other brands in the market offer through features and benefits to consumers. 4. Price An easily quantifiable factor – Your prices vs. your competitors? prices. 5. Consumer perceptions The perceived quality and value of your brand in consumer?s minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.?). Take some time to create a thorough picture of the current market and how your brand fits in that market to determine your brand?s current position. If that?s not the position you want for your brand, take the necessary steps to change it based on the gaps defined when you analyzed the five factors above. The brand position of indicate how well a firm is doing in the market place compared to its competitors. In this fast moving era, there has been a great demand for instant product as result; we can see that present market is being flooded by instant rice products which have been a boon especially to working women. Many leading brands of rice hence; in order to sustain the market the company must have good hold over the market. In this scenario of tight competition a study was conducted to know the brand position.
1.2 OBJECTIVES OF THE STUDY
Primary objective
? To study the brand positioning of periyar rice in kottyam district
Secondary objectives
? To identify the expectation and perception of consumers towards the brand Periyar rice. ? To study the consumer satisfaction level towards Periyar rice brand ? To know the cosumers opinion towards the Periyar rice brand
1.3 STATEMENT OF THE PROBLEM The brand position of indicate how well a firm is doing in the market place compared to its competitors. In this fast moving era, there has been a great demand for instant product as result; we can see that present market is being flooded by instant rice products which have been a boon especially to working women. Many leading brands of rice hence; in order to sustain the market the company must have good hold over the market. In this scenario of tight competition a study was conducted to know the brand position.
1.4 LIMITATIONS OF THE STUDY ? Errors are possible ? There is no guarantee that the respondents give full and correct information ? The answers were dependent on the attitude, opinion and sharing mentality of the respondents ? The survey was limited only a geographical area of Kottayam district
1.5 RESEARCH METHODOLOGY
RESEARCH DESIGN The study includes the method of descriptive research. Descriptive research is concerned with measuring and estimating the frequencies with which things occur or the degree of correlation or association between various variables. It helps to measure the market size, market structure and the behaviour and attitudes of consumers in the market place DATA COLLECTION The data from the raw details that is collected from the field is known as data. The researcher has to finalize whether to go for primary data or depend totally on secondary data. The study has to go for both primary and secondary.
Primary data:
Primary data are those collected by the investigator or researcher himself for the first time. It is collected from the field. Sources of primary data; 1. interview schedule
Secondary data:
In the other hand data collected by some other agencies are employed for analysis problem it is called secondary method and collected data are called secondary data. In most of the enquiries relating to current problems it is recommended to use primary data than secondary data. SAMPLING TECHNIQUE
“Sampling can be defined as the process of selecting a representative portion of the
population under study for analysis”
Sampling may be defined as the process of obtaining information about an entire population by examining only a part of it. In any investigation if data are collected only from representative?s part of the universe we say that data are collected by sampling. The representative part is called a sample. The sampling method is convenience sampling and the sample size of the study is 150.
TOOLS FOR ANALYSIS The collected data used for analysis in the method of percentage analysis.
PERCENTAGE ANALYSIS=( no of respondent/total no of respondent)*100
REVIEW OF LITTERATURE
CHAPTER-II
2.1 REVIEW OF LITTERATURE
Christoph Fuchs and Adamantios Diamantopoulos (1999)1 Brand positioning, which refers to the act of designing the company?s offering and image to occupy a favorable and distinctive place in the mind of the target market, is a central success factor for the overall performance of a brand in the marketplace. Despite the importance of the positioning construct, existing methods aimed at measuring the soundness of brand positioning strategies are associated with several limitations. In an attempt to overcome these limitations, the authors develop and validate a generalizable, consumer-derived scale that assesses the effectiveness of brand positioning. Based on a comprehensive literature review, positioning effectiveness is modeled as a multidimensional construct, capturing conceptuallyrelevant dimensions of positioning success namely favorability, differentiation, and credibility. Favorability, which reflects the magnitude of positive brand associations towards a brand, satisfies the criterion that consumers need to value a brand in order to be attracted. Differentiation, on the other hand, is essential because a well-positioned brand needs to occupy a distinct position in the minds of consumers. Differentiation captures two subdimensions namely distinctiveness (i.e., is the brand perceived as similar or distinct in comparison to competitor brands?) and uniqueness (i.e., is the brand the only one of its kind?). Credibility constitutes the third positioning effectiveness dimension and indicates the extent to which the associations consumers hold with a brand are also believable. By conducting nine complementary studies, the authors provide strong evidence of the scale?s dimensionality, reliability, and (discriminant, convergent, nomological, predictive) validity. Overall, the proposed measure is easy to administer, enables the comparison of all types of positioning strategies and allows marketers to detect weaknesses and strengths with their
current strategies. Areas for future research involving the measure?s application are also identified and discussed as are limitations of the measure. Sally dibb,Lyndon Simian (1991)2 Customers have unique requirements, aspiration and satisfaction level. Some customers, though, are similar they have common requirements for goods, services and ideas. If these customers needs can be clearly identified and those with similar needs grouped in quantities of sufficient sizes, market segment have been determined. Each customer group-or market segment-has specific expectations and retail marketers must develop retail brands and concepts which cater for needs of the segment target. Having decided on which segment (or segments) to target, retailers position their brands with an image with which the targeted customers identify. Market segmentation, targeting and positioning is a fundamental process in modern retail marketing strategy. The key decisions and the steps necessary for successful implementation are examined. Authors
anhorsky and paulnelsin (1992)3 Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding brand positioning strategies. This article analyzes the market position held by a competitive set of brands in the hair oil market through a comparison of cognitive and conative perceptions. Cognition will be identified by trailing a factor analytic adaptation of importance performance analysis. In turn, conation will be gauged by stated intent of the consumers to purchase the hair oil brands under study. The alignment of the results from these techniques will help in identifying the position of leadership held by a brand in the hair oil market. The marketers, in order to strategically place their brands in today?s competitive market, need to identify the attributes on which they need to focus and those of paramount importance for the consumers. Thismethod of positioning analysis offers a practical means for present-day marketers faced with the challenge of identifying one or few brands from their diverse and multi-attributed brand range that could be developed to differentiate their brand in a meaningful way to consumers. Jacques R. Chevron (2007)4 I realize that my statement requires an explanation. The words “brand positioning” (or its little brother, “brand repositioning”) are found often in the pages of this very magazine and in the resumes of many capable applicants. Yet, those who use these words are showing that they either have not given much thought about branding issues or have little discipline about using vocabulary. I strongly suspect that they simply use the word “brand” where the word “product” is more accurate. Here?s why. Positioning is a marketing communication tool, and probably the most important of them. It seeks to create the perception of a difference between your product and those it competes with. That difference ought to be relevant enough to give the consumer a reason for using your product rather than someone else?s. The art of positioning, then, is to select, among all the possible things to say about a product, the one thing that will make the product most attractive compared to its competitors. You may select from any aspect of the product, its looks, its packaging, its features, its end benefit, etc. Once you have made a choice, you should focus on communicating it forcefully and single-mindedly and reject everything else. The “Single-Minded Communication” principle is essential to positioning. For instance, if you market toothpaste, your product likely offers similar performances to those of its competitors in areas If you are lucky, and a concept test shows positive consumer reactions to a “mouth-feel” claim (e.g., Your mouth will feel as clean as after a visit to the hygienist) and none of your competitors uses that claim, you might chose “mouth-feel” as your product?s positioning. The “Single Minded Communication” principle means that your communication should ignore all the other benefits you could communicate about your product -- such as cavity fighting, breath freshening, teeth whitening, etc. – and focus exclusively on mouth-feel.
REFERANCE 1.Journal: International journal of retail and distribution Volume:19 Issue :3 1999
Topic : A consumer-derived measure of brand positioning effectiveness Developement and validation Page no:43-48 2.Source:International journal of retail and distribution Volume:19 Issue:3 1991 Topic:targeting segments and positioning Page no: 56-59 3. Journal: Marketing science Volume: 11, no:2 Issue : 1992
Page no: 64-72 4. Journel:Brandweek Magazine Volume no: 11 Issue: 2007
Topic :
Don?t assume the position
CONCEPTUAL FRAME WORK
CHAPTER-III
3.1 INDUSTRY PROFILE
There are many unproven mythological tales related to origin of rice, though historians hold little or no stock in any. Rice cultivation is considered to have begun simultaneously in many countries over 6500 years ago. Rice has been cultivated in China since ancient times. Chinese records of rice cultivation go back 4000 years. Most believe the roots of rice come from 3000 BC India, where natives discovered the plant growing in the wild and began to experiment with it. Cultivation and cooking methods are thought to have spread to the west rapidly and by medieval times, southern Europe saw the introduction of rice as a hearty grain. In several Asian languages the words for rice and food are identical. African rice has been cultivated for 3500 years. In the Middle East and Mediterranean Europe, it started around 800 BC. Rice spread throughout Italy and then France, after the middle of the 15th century, later propagating to all the continents during the great age of European exploration. In 1694, rice arrived in South Carolina, probably originating from Madagascar. The Spanish brought rice to South America at the beginning of the 18th century. Rice cultivation has been carried into all regions having the necessary warmth and abundant moisture favorable to its growth, mainly subtropical rather than hot or cold. WORLD SCENARIO Rice is the second largest produced cereal in the world. At the beginning of the 1990s, annual production was around 350 million tons and by the end of the century it had reached 410 million tons.
Production is geographically concentrated in Western and Eastern Asia. Asia is the biggest rice producer, accounting for 90% of the world's production and consumption of rice. China and India, which account for more than one-third of global population supply over half of the world's rice. Brazil is the most important non-Asian producer, followed by the United States. Italy ranks first in Europe. The world's major rice-producing countries - including the two most populous nations, China and India - have emphasized the importance of continuing to develop new rice varieties to guarantee Asia's food security and support the region's economic development. Today, rice is grown and harvested on every continent except Antarctica, where conditions make its growth impossible. The majority of all rice produced comes from India, China, Japan, Indonesia, Thailand, Burma, and Bangladesh. Asian farmers still account for 92-percent of the world's total rice production. More than 550 million tons of rice is produced annually around the globe. In the United States, farmers have been successfully harvesting rice for more than 300 years. There are thousands of strains of rice today, including those grown in the wild and those which are cultivated as a crop. INDIAN SCENARIO India is an important center of rice cultivation. The rice harvesting area in India is the world's largest. The two major rice varieties grown worldwide today are Oryzasativaindica and Oryzasativa japonica. According to research studies, they owe their origins to two independent events of domestication thousands of years ago. Historians believe that while the indica variety of rice was first domesticated in the area covering the foothills of the Eastern Himalayas (i.e. north-eastern India), stretching through Burma, Thailand, Laos, Vietnam and Southern China, the japonica variety was domesticated from wild rice in southern China which was introduced to India before the time of the Greeks. Chinese records of rice cultivation go back 4000 years. The earliest remains of cultivated rice in the sub-continent have been found in the north and west and date from around 2000 BC. Perennial wild rices still grow in Assam and Nepal. It seems to have appeared around 1400 BC in southern India after its domestication in the northern plains. It then spread to all the fertile alluvial plains watered by rivers.
Cultivation and cooking methods are thought to have spread to the west rapidly and by medieval times, southern Europe saw the introduction of rice as a hearty grain. Some says that the word rice is derived from the Tamil word aris. Rice is first mentioned in the Yajur Veda (c. 1500-800 BC) and then is frequently referred to in Sanskrit texts. In India there is a saying that grains of rice should be like two brothers, close but not stuck together. Rice is often directly associated with prosperity and fertility, hence there is the custom of throwing rice at newlyweds. In India, rice is always the first food offered to the babies when they start eating solids or to husband by his new bride, to ensure they will have children.
STATE SCENARIO Paddy cultivated in almost all districts of Kerala. Rice production has experienced continues decline in area over two decades. Rice production touched around 14 lakhs tones in the mid-seventies. Even at its peak level internal production was hardly sufficient to meet 50% of states requirement. Consequent to the enormous pressure, where high value crops like coconut, banana, pineapple and rubber have exerted area under paddy has decline from its peak coverage of 8.81 lakhs hectares in mid-seventies to 3050 lakhs hectares in 1999-2000. In Kerala paddy production is highly concentrated in the district of Palakkad and Alappuzha. These are also known as rice bowls of Kerala. These two districtscontribute 40% of the total production of rice In Kerala. If present the rice cultivators are facing so many problems. The main problem is increase in the total of production and less profit from the product sale. So many farmers are changing their cultivation crop into other agricultural products where they get high profit and some people are utilizing the land for constructing building and tile factories. All these practices are affecting the industry very adversely. In Kerala paddy processing industries is one of the traditional industries. Earlier Paddy processing was considered as a household business and each member of the family are involved in the business. Employing traditional method of operation, paddy processing was done by the female members of the family. As the time passed with the increase in the production and production of paddy, rice mill on modern lines began to flourish. With introduction of high yielding variety crops, which is turn result in massive increase In productivity, lead to encourage of middlemen in paddy business. They made bulk purchases
were flown from production centers to the trading centers. This necessitated the establishment of rice mills on modern lines.
3.2COMPANY PROFILE
Kalady, the birth place of Adisankara is famous for the production of rice for the last several years. It blessed with perennial supply of water from the river Periyar.Because of availability of pure water entrepreneurs have concentrated in Kalady area and its suburbs for the manufacturing of rice of as the availability of pure water is the most important factor for producing good quality rice.Chirakal modern rice is one among new rice milling units created during the year 1996 with the jurisdiction of the Kaladygramapanchayath in Maattoor,Marottichode in a picturesque land by the side of the MC road. The main promoters are the industrial units are Sri: C D Polachan, Sri: C D Jose and Sri: C D Sebastian of chirackal family. the unit is manufacturing rice and rice brand is marketing the same under the brand name Periar.The products became dear among the customers in short span of time all the plant have functional department like accounts,personal:competent and qualified managers head research and development. Quality is the buzz word in the organisation. The same “if we keep our customers happy they will in turn keep us” inspires all strategic decision of the company. HISTORY OF THE COMPANY Chirackal agro mill is the one among successful rice mills established during the year 1996 in the picturesque landscape of marottychode by the side of mc road kalady. Now its cosider as one of the premier manufacture of rice and rice products state of Kerala with about three independent units equipped with the most modern and sophisticated technology for the processing of rice. Chirakal agro mills is one of the leading modern rice mill which assures
quality branded rice at a reasonable price. It makes sale through its brand name PERIYAR which is named after the river periyar the perennial water source of the region kaladyperiyar rice provides the rice at traditional taste of Kerala due to its superior quality and affordable price ABOUT THE QUALITY PRICE Quality is the buzzword of the organisation and for that purpose special quality controlled department was also there. all the plants have competent and qualified managers in their account,personnel,marketing and R&D department.the same „?if we keep our customers happy, they will intern keeps as happy?? inspires all strategic decision in the company. the caption provided by the Periyar rice in its advertisement is given „ONLY THE TECHNOLOGY CHANGED................NOT THE TASTE..........? Very clean quality control while manufacturing the products is main reason for the products to become dearer in the market. From purchase to finish the packets, the process of rice manufacturing undergoes several checks in different stages. Experts procuring personnel ensure the procurement of the paddy.they travel extensively through Kerala during the harvest season for procurement. The procured paddy is properly dried, transported and stocked in the modern warehouse for further processing. The quality-testing lab is capable of testing for particulate contaminants,microbialcontaminations,fertilizers,pesticides and
residues. This process introduces the best quality rice to the market DETAILS ABOUT THE EMPLOYEES Managerial staff Supervisory staff Office staff Workers Total 6 10 14 90 120
In chirackal agro mills at marottichode there are aroud 80 employees including managerial,supervisory and office staff. Out of these 80 employees, there are managerial staff, six are supervisory and thirteen are office staff. The following table shows the details of the employees working at chirackal agro mills.
RECOGNISATION AND ACCREDITIONS Chirackal agro mills, kalady is a small industry registered with the directorate of industries and commerce, government of kerala.Being established in the year 1996,it uses the most advanced facility and it also exports its products to Muscat and Saudi Arabia. The company has an experienced team of employees who manages various activities. Although the plant is fully automatic, company?s personnel, monitor each process closely. Each factory has its own laboratory with equipments from stake Japan for online production quality control.Nowonder, the company?s priority for top quality helped the organization to bag 9001:1994 international certification, the international recognisation and acceptance for quality. The company is also being accredited with JASANZ accredition.Each product undergoes final testing. ORGANIZATIONAL STRUCTURE
Managing partner
General Manager
Purchase manager
Production manager
Quality control in charge
Accounts
Sales Manager
StoreKeeper
Storekeeper
Production supervisor
Maintanace supervisor
Sales Manager
Workers
Workers
Workers
Sales executive
MARKETING DEPARTMENT brand name “PERIYAR RICE”.The product becomes popular amoung the customers in a short span of time.The company has a wide distribution network and retail outlet spred all over the state of Kerala to meet the consumer requirements with quality rice.This brand is not only popular in India but also popular in many foreign contries,exports to USE and sultanate of Oman are also done under the same brand name “Periyar”and is well accepted through out the gulf region,especially among the malayali population-efficient functioning of the marketing network is the secret of increased customer satisfaction”chirackal agro mills is promoting its brand through advertisement media and their caption is “ONLY THE TECHNOLAGY IS CHANGED ....................NOT THE TASTE.................” All Periyar brand rice is sortex cleaned and is available in 5kg,10kg,25kg and 75kg packs all over India PROMOTIONAL ACTIVITIES Chirackal agro mills is promoting its brand through advertisement and other sales promotional techniques.The brand is not only advertised through the TV media but it is advertised through news papers,magazinesetc.Throughoutkerala state we can see many baners and posters of Periyar rice PROMOTIONAL TECHNIQUES OF PERIYAR RICE ? ? Advertisement through the media like TV,news paper and magazines etc By providing sponsorships of sports events in the nearly areas
? ? ?
By providing baners,stickers,postersand brochure Providing various offers to wholesalers and retailers Providing special offers directly to customers
CUSTOMER FOCUS Customers is the king in the modern market and everything in the market depands the customers behaviour.In order to survive in the market every company has to focus their main attention on their customers because if the customers accept the product then only the company as well as the brand can survive in the market. The chirackal agro mills is highly focusing or,the customers because they believe on the saying that “if we keep our customers happy, they will in turn keeps us happy” MARKET SHARE No 1 2 3 4 5 6 7 8 Brand name Periyar Nirapara Pavizham Double horse Nallari Nenmani Thiruvonam Others Market share 35 12 11 7 4 3 2 16
There are a lot of rice mills in the market with their local brand. But still Periyar is having a good market share of 35% in the total market. The local players now cover a major share of the market but still Periyar rice is having a great opportunity in future to capture the whole market PRODUCT PROFILE The main product of the company is sortex rice. There are various varieties of rice are available under the Periyar brand. The various varieties that are being marketed under the Periyar brand are as follows,
1. JYOTHI RICE:
This rice is very popular one due to its task, which is more tastier and
preferred one. This is a variety of long boiled rice. Jyothi rice is also known as vadi rice. The price of each variety of rice varies due to its quality, taste and demand. 2. UNDA RICE: This rice is a high quality rice and red in colour. This rice is popularly
known as palakadan rice or kuttanadan rice. It has a white belly. It cooks fast and is mostly preferred by many households 3. JAVA RICE: This is another popular rice, which is marketed under the Periyar brand.
This speciality of this variety of rice is that the colour of this rice is very white. Here also the price of variety varies from other varieties. This rice is very thin and white in colour. 4. KURUVA RICE: Another variety of rice,which is preferd by many
hoseholds,iskuruva rice. This variety of rice very short in appearance and very white in colour 5.KRANTHI RICE: This is also apopular rice and preferred intensively by the people.
The speciality of this rice is that it is white in colour and in short and round in appearance and is a bold variety of rice. It produce more rice in when it is cooked and it cooks very fast.
3.3 BRAND POSITIONING
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for itsproduct, brand, or organization The original work on Positioning was consumer marketing oriented, and was not as much focused on the question relative to competitive products as much as it was focused on cutting through the ambient "noise" and establishing a moment of real contact with the intended recipient. In the classic example of Avisclaiming "No.2, We Try Harder", the point was to say something so shocking (it was by the standards of the day) that it cleared space in your brain and made you forget all about who was #1, and not to make some philosophical point about being "hungry" for business. Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s). Generally, the brand positioning process involves: 1. Identifying the business's direct competition (could include tertiary players that offer your product/service amongst a larger portfolio of solutions) 2. Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)
3. Documenting the provider's own positioning as it exists today (may not exist if startup business) 4. Comparing the company's positioning to its competitors' to identify viable areas for differentiation 5. Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions. More generally, there are three types of positioning concepts: 1. Functional positions
? ? ?
Solve problems Provide benefits to customers Get favorable perception by investors (stock profile) and lenders Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment Provide sensory stimulation Provide cognitive stimulation
2. Symbolic positions
? ? ? ?
3. Experiential positions
? ?
A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of consumer, the campaigns and messages are always targeted to the consumer himself (the user of the product) Peter England always campaigns their product concentrating on the consumer, the user of its product. Louis Philip also concentrates on this kind of campaigns. The other kind of positioning is on basis of competition. These campaigns are targeted towards competing with other players in the market. Dettol television commercials always concentrate on advertisements, which show that this product would give you more protection, then the others. A number of positioning strategies might be employed in developing a promotional program. The 7 such strategies are discussed below: POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS
Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products. A common approach is setting the brand apart from competitors on the basis of the specific characteristics or benefits offered. Sometimes a product may be positioned on more than one product benefit. Marketers attempt to identify salient attributes (those that are important to consumers and are the basis for making a purchase decision)
?
Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product. Colgate offers benefits of preventing cavity and fresh breath. Promise, Balsara?s toothpaste, could break Colgate?s stronghold by being the first to claim that it contained clove, which differentiated it from the leader. Nirma offered the benefit of low price over Hindustan Lever?s Surf to become a success. Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile market.
? ?
?
?
POSITIONING BY PRICE/QUALITY
Marketers often use price/ quality characteristics to position their brands. One way they do it is with ads that reflect the image of a high-quality brand where cost, while not irrelevant, is considered secondary to the quality benefits derived from using the brand. Premium brands positioned at the high end of the market use this approach to positioning. Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. Although price is an important consideration, the product quality must be comparable to, or even better than, competing brands for the positioning strategy to be effective. ParleBisleri – “BadaBisleri, same price” ad campaign. POSITIONING BY USE OR APPLICATION
Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application. Surf Excel is positioned as stain remover „ Surf Excel hena!?
Also, Clinic All Clear – “Dare to wear Black”. POSITIONING BY PRODUCT CLASS Often the competition for a particular product comes from outside the product class. For example, airlines know that while they compete with other airlines, trains and buses are also viable alternatives. Manufacturers of music CDs must compete with the cassettes industry. The product is positioned against others that, while not exactly the same, provide the same class of benefits. BY PRODUCT USER Positioning a product by associating it with a particular user or group of users is yet another approach. Motography Motorola Mobile Ad.n this ad the persona of the user of the product is been positioned
POSITIONING BY COMPETITOR Competitors may be as important to positioning strategy as a firm?s own product or services. In today?s market, an effective positioning strategy for a product or brand may focus on specific competitors. This approach is similar to positioning by product class, although in this case the competition is within the same product category. Onida was positioned against the giants in the television industry through this strategy, ONIDA colour TV was launched with the message that all others were clones and only Onida was the leader. “neighbour?s Envy, Owners Pride”. POSITIONING BY CULTURAL SYMBOLS An additional positioning strategy where in the cultural symbols are used to differentiate the brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols has successfully differentiated the product it represents from competitors
ANALYSIS AND INTERPRETATION
CHAPTER-IV
ANALYSIS AND INTERPRETATION 4.1 DEMOGRAPHIC PROFILE OF THE RESPONDENTS TABLE – 4.1.1 AGE GROUP OF THE RESPONDENT
S.NO AGE
1 2 3 4 15-24 25-34 35-44 Above 45 Total
No. Of respondent
22 38 60 30 150
Percentage
15 25 40 20 100
Source : Primary Data INTERPRETATION
From the above table it is inferred that 40% of the respondents age group is 35-44, 25% of the respondents are in the age group is 25- 34, 20% of the respondents are in the age group above 45 and 15% of the respondents are in the age group of 15 -24.
CHART NO.4.1.1
AGE GROUP OF THE RESPONDENTS
AGE
20% 15% 15-24 25% 25-34 35-44 40% Above 45
Table- 4.1.2
GENDER OF THE RESPONDENT
S.NO
1 2 3
Gender
Male Female Total
No. Of respondent
50 100 150
Percentage
33 67 100
Source : Primary Data INTERPRETATION:
From the above table it is inferred that 67% of the respondents are female and 33 %of the respondents are male.
CHART-4.1.2
GENDER OF THE RESPONDENT
80% 70% 67%
P E R C E N T A G E
60% 50% 40% 30% 20% 10% 0% Male Female 33%
GENDER
Table- 4.1.3 EDUCATION QUALIFICATION OF RESPONDENTS
S.NO
1 2 3 4 5
Educational qualification
SSLC Hsc Graduate Diploma Other specify Total
No. of respondent
38 32 37 20 23 150
Percentage
25 21 25 13 16 100
Source : Primary Data INTERPRETATION
From the above table it isinfered that 25 % of the respondents completed SSLC& Graduation respectively,21% of the respondents completed HSC,13 % of the respondents completed diploma and 16 %the respondents completed technical courses.
CHART-4.1.3
EDUCATION QUALIFICATION OF RESPONDENTS
25% 25% 21%
25%
P 20% E R C 15% E N T 10% A G 5% E
16% 13%
0% SSLC hsc Graduate Diploma Other specify
EDUCATION QUALIFICATION
TABLE-4.1.4 MARITAL STATUS OF RESPONDENTS
S.NO
1
Marital status
Married
No. Of Respondent Percentage
120 80
2 3
Un married Total
30 150
20 100
Source : Primary Data
INTERPRETATION
from the above table it is infered that 80%of respondents are married and 20 % of respondents are unmarried.
CHART-4.1.4
MARITAL STATUS OF RESPONDENTS
80% 70%
P E R C E N T A G E
60% 50% 40% 30% 20% 10% 0% Married Un married 20% 80%
MARITAL STATUS
TABLE-4.1.5
INCOME PER MONTH OF RESPONDENTS S.NO
1 2 3 4 5
Salary
Below 3000 3000-5000 5000-7000 Above 7000 Total
No. Of respondent
25 50 75 150
Percentage
17 33 50 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 50 % of the respondents income per month was 7000Rs, 33 %of the respondents income per month was 5000Rs -7000Rs and 17 % of the respondents income per month was 3000Rs – 5000Rs.
CHART-4.1.5 INCOME PER MONTH OF RESPONDENTS
0% 17%
Below 3000 50% 3000-5000 5000-7000 Above 7000 33%
4.2 AWARNES AND PREFERENCE TOWARDS PERIYAR RICE
TABLE-4.2.1
CONSUMER AWARENESS
S.NO
1 2 3
Types
Yes No Total
No.of respondent
150 150
Percentage
100 100
Source : Primary Data INTERPRETATION
From the above table shows that 100% of the respondents are aware of Periyar rice products.
TABLE-4.2.2 SOURCE OF INFORMATION ABOUT PERIYAR
S.NO
1 2 3 4 5 6
Sources
Friends Advertisement Shops Relative Neighbour Others Total
No. of respondent
22 52 30 20 18 8 150
Percentage
25 25 20 13 12 5 100
Source : Primary Data
INTERPRETATION
From the above table it isinfered that 25 %of the respondents get information by advertisement&by friends,20% of the respondents get information through shops,13 %of the respondents get information by relative,12 % of the respondents get information by neighbour and 5 %of the respondents get information by others sources.
CHART-4.2.2
SOURCES OF INFORMATION ABOUT PERIYAR RICE
35%
P E R C E N T A G E
30% 25% 20% 35% 15% 10% 15% 5% 5% 0% 20% 13% 12%
SOURCE OF INFORMATION
Table-4.2.3
PURCHASE & USAGE OF PERIYAR RICE
S.NO
1 2 3 4
usage
Regularly occasionally Rarely Never Total
No. of respondent
38 62 40 10 150
Percentage
25 41 27 7 100
Source : Primary Data INTERPRETATION
From the above table it is infered that41 % of the customers are occasionally purchasing Periyar rice,27 % of the respondents are rarely purchasing Periyar rice ,25 % of the respondents are regularly purchasing periyar rice,7 % of the respondents are never purchasing periyar rice.
CHART-4.2.3 PURCHASE AND USAGE OF PERIYAR RICE
0 7 27
0 25
Regularly occasionally Rarely 41 Never
TABLE-4.2.4 Brand Preference of Consumers S.NO
1 2 3 4
Category
Periyar rice Nirapara Pavizham Rani Total
No.of respondent
62 30 38 20 150
Percentage
41 20 25 14 100
Source : Primary Data INTERPRETATION
From the above table it isinfered that 41 % of respondents preferPeriyar rice,25 %of the respondents prefer pavizham rice,20 % of respondents prefer Nirapara rice, and 14 % of the respondents prefer Rani rice.
CHART-4.2.4
BRAND PREFERENCE OF CONSUMERS
45%
P E R C E N T A G E
40% 35% 30% 25% 20% 15% 10% 5% 0% Periyar rice Nirapara Pavizham Rani 20% 14% 41% 25%
CATAGORY
4.3 level of satisfaction towards Periyar rice TABLE-4.3.1 TIME PERIOD OF USAGE
S.NO
1 2 3 4
Time(years)
1-2 yrs 2-3yrs 3-4yrs Above 4 yrs Total
No.of respondent
48 62 30 10 150
Percentage
32 41 20 7 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 41% of the respondents are using Periyar rice for the 2-3 years, 32 % of the respondents are usingPeriyar rice for 1-2 years,20 % of the respondents are using Periyar rice for 3-4 years,7% of the respondents are using Periyar rice above four years.
CHART-4.3.1 TIME PERIOD OF USAGE
45% 40%
P E R C E N T A G E
35% 30% 25% 20% 15% 10% 5% 0% 1-2 yrs 2-3yrs 3-4yrs Above 4 yrs
YEARS
TABLE- 4.3.2 SATISFACTION LEVEL OF RESPONDENTS TOWARDS PERIYAR RICE
S.NO
1 2
Category
Yes No Total
No.of respondent
85 65 150
Percentage
57 43 100
Source : Primary Data INTERPRETATION
From the above table it is inferred that 57 % of the respondents are satisfied with Periyarrice,and 43 % of respondents are dissatisfied with periyar rice
CHART-4.3.2
satisfaction level of respondents towards Periyar rice
0
0
43%
OPINION
57% Yes No
TABLE-4.3.3
LEVEL OF SATISFACTION OF RESPONDENTSABOUTQUALITY
S.NO
Level of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
No.of respondent 40 45 30 20 15 150
Percentage 27 30 20 13 10 100
From the above table it is inferred that 30 % of the respondentsare satisfied with quality,27% of respondents are highly satisfied with quality,20 % of respondents are neutral with quality,13 %of the respondents are dissatisfied with quality and 10 % of the respondents are highly dissatisfied.
CHART-4.3.3
LEVEL OF SATISFACTION OF RESPONDENTSABOUTQUALITY
140% 120%
P E R C E N T A G E
100% 80%
30% 27%
20% 60% 40% 20% 0% Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied 13% 10%
LEVEL OF SATISFACTION
TABLE- 4.3.4
LEVEL OF SATISFACTION OF RESPONDENTSABOUTPRICE
S.NO
Levels of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
No. of respondent 34 46 32 18 20 150
Percentage 23 31 21 12 13 100
From the above table it was found that 31% of the respondentsare satisfied with price,23 % of the respondents are highly satisfied with price,21 % of the respondents are neutral with price,12 %of the respondents dissatisfied with price,13 % of the respondents are highly dissatisfied with price.
CHART-4.3.4
LEVEL OF SATISFACTION OF RESPONDENTSABOUT PRICE
0 13% 12% 23%
LEVEL OF SATISFACTION
Highly satisfied Satisfied
21%
Neutral 31% Dissatisfied Highly dissatisfied
TABLE- 4.3.5
LEVEL OF SATISFACTION OF RESPONDENTSABOUTPACKAGE
S.NO
Levels Of Satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
No. of respondent 34 46 32 18 20 150
Percentage 23 31 21 12 13 100
From the above table it was found that 31 % of the respondents are satisfied with package,23 % of the respondents are highly satisfied with package,21% of the respondents are neutral with package,13 % of the respondentshighly dissatisfied with package,12 % of the respondents are dissatisfied with package.
CHART-4.3.5
LEVEL OF SATISFACTION OF RESPONDENTSABOUT PACKAGE
LEVEL OF SATISFACTION
13% 12% 23% Highly satisfied Satisfied 21% Neutral 31% Dissatisfied Highly dissatisfied
TABLE- 4.3.6 LEVEL OF SATISFACTION OF RESPONDENTSABOUT TASTE
S.NO
Levels Of Satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
No. of respondent 38 46 28 20 18 150
Percentage 25 31 19 13 12 100
From the above table it is inffered that 31 % of the respondents are satisfied with taste,25 % of the respondents are highly satisfied with taste,19 % of the respondents are neutral with taste,13 %of the respondents dissatisfied with taste,12 % of the respondents are highly dissatisfied with taste.
CHARt-4.3.6
LEVEL OF SATISFACTION OF RESPONDENTSABOUT TASTE
LEVEL OF SATISFACTION
12% 13% 25% Highly satisfied Satisfied 19% 31% Neutral Dissatisfied Highly dissatisfied
TABLE- 4.3.7
LEVEL OF SATISFACTION OF RESPONDENTSABOUT.QUANTITY S.NO Levels of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data INTERPRETATION
From the above table it is inferred that 28% of the respondents are highly satisfied with quantity,28 %of the respondents are satisfied with quantity,19 % of the respondents are neutral with quantity,15 % of the respondents dissatisfied with quantity,11 % of the respondents are highly dissatisfied with quantity.
No. of respondent 42 42 28 22 16 150
Percentage 28 28 19 15 11 100
CHART-4.3.7 LEVEL OF SATISFACTION OF RESPONDENTSABOUT.QUANTITY
LEVEL OF SATISFACTION
11% 28% 15% Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied 19% 28%
TABLE- 4.3.8 LEVEL OF SATISFACTION OF RESPONDENTSABOUTVARIETY
S.NO
Levels Of Satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data
No. of respondent 28 32 45 25 20 150
Percentage 17 23 30 17 13 100
INTERPRETATION
From the above table it is inferred that 30 % of the respondents are neutral with variety,23% of the respondents are satisfied with variety,17 %of the respondents are highly satisfied with variety,17 % of the respondents dissatisfied with variety,13 % of the respondents are highly dissatisfied with variety.
CHART-4.3.8 LEVEL OF SATISFACTION OF RESPONDENTSABOUT VARIETY
LEVEL OF SATISFACTION
13% 17% 23% 17% Highly satisfied Satisfied Neutral Dissatisfied 30% Highly dissatisfied
TABLE- 4.3.9 LEVEL OF SATISFACTION OF RESPONDENTSABOUT.ADVERTISMENT S.NO
1 2 3 4
5
Levels of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total
No. of respondent 28 32 45 25 20 150
Percentage 17 23 30 17 13 100
Source : Primary Data INTERPRETATION
From the above table it is inferred that 30%of the respondents are neutral with advertisement,23% of the respondents are satisfied with advertisment,17 % of the respondents are highly satisfied with advertsment,17 % of the respondents dissatisfied with advertisment,13 % of the respondents are highly dissatisfied with advertisment.
CHART-4.3.9
LEVEL OF SATISFACTION OF RESPONDENTSABOUT.ADVERTISEMENT
LEVEL OF SATISFACTION
13% 17% 23% 17% Highly satisfied Satisfied Neutral Dissatisfied 30% Highly dissatisfied
TABLE-4.3.10
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCASH DISCOUNT
S.NO
1 2 3 4
5
Level of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total
No.of respondent 28 32 45 25 20 150
Percentage 19 21 30 17 13 100
Source : Primary Data INTERPRETATION
From the above table it is inferred that 30% of the respondents are neutral with cash discount,21 % of the respondents are satisfied with cash discount,19%of the respondents are highly satisfied with cash discount,17% of the respondents dissatisfied with cash discounted,13 % of the respondents are highly dissatisfied with cash discounted.
CHART-4.3.10
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCASH DISCOUNT
17%
19%
Highly satisfied Satisfied 30% 21% Neutral Dissatisfied
TABLE- 4.3.11
LEVEL OF SATISFACTION OF RESPONDENTSABOUTSPECIAL GIFT
S.NO
Level of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data
No.of respondent 22 24 55 30 19 150
Percentage 15 16 37 20 12 100
INTERPRETATION
From the above table it is inferred that 37 % of the respondents are neutral with special gift ,20% of the respondents aredissatisfied with special gift,16% of the respondents are satisfied with special gift,15% percentage of the respondents highly satisfied with special gift,12 percentage of the respondents are highly dissatisfied with special gift.
CHART-4.3.11
LEVEL OF SATISFACTION OF RESPONDENTSABOUTSPECIAL GIFT
12% 20%
15% 16% Highly satisfied Satisfied Neutral Dissatisfied 37% Highly dissatisfied
TABLE- 4.3.12
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCOUPONS
S.NO
Level of satisfaction 1 Highly satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly dissatisfied Total Source : Primary Data
No.of respondent 12 22 45 48 23 150
Percentage 8 15 30 32 15 100
INTERPRETATION
From the above table it is inferred that 32% of the respondents are dissatisfied with coupons,30% of the respondents are neutral with coupons,15% of the respondents are satisfied with coupons,15% of the respondents highly dissatisfied with coupons,8% of the respondents are highly satisfied withcoupons.
CHART-4.3.12
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCOUPONS
8% 32% 15% Highly satisfied Satisfied Neutral 30% Dissatisfied
4.4 Opinion towards Periyar rice TABLE- 4.4.1 GENERAL OPINION ABOUT BRAND PERIYAR RICE
S.NO
1 2 3 4 5
Level of satisfaction
Very good Good Neither good or bad Bad Very bad Total
No.of respondent
32 55 23 25 15 150
Percentage
21 37 15 17 10 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that37% of the respondents are gave good,21%of the respondents are gave very good,17%of the respondents are gave bad,15%of the respondents are gave neither good or bad,and 10% of the respondents are gave very bad.
CHART-4.4.1
GENERAL OPINION ABOUT BRAND PERIYAR RICE
10% 21%
17%
Very good Good Neither good or bad Bad Very bad
15% 37%
FINDINGS, SUGGESTIONS AND CONCLUSION
CHAPTER-V
FINDINGS
5.1 FINDINGS ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Majority (40%) of the respondents age group is 35-44 Majority(67%) of the respondents are female Majority(100%) of the respondents are aware of Periyar rice Majority(25% )of the respondents get information by advertisement and friends Majority(41%) of the respondents are occasionally purchasing Periyar rice Majority(41%) of the respondents prefer Periyar rice Majority(41%) of the respondents are using Periyar rice for the 2-3 years Majority(57%) of the respondents are satisfied with Periyar rice Majority(30%) of the respondents are satisfied with quality Majority(31%) of the respondents are satisfied with price Majority(31%) of the respondents are satisfied with package Majority(25%) of the respondents are satisfied with taste Majority(28%) of the respondents are highly satisfied with quality Majority(30%) of the respondents are nentral with variety Majority(30%) of the respondents are neutral with advertisement Majority(30%) of the respondents are neutral with cash discount Majority(37%) of the respondents are neutral with special gift Majority(32%) of the respondents are dissatisfied with coupons Majority(30%) of the respondents are neutral with advertisement Majority(37% of the respondents are gave good
SUGGESTION
5.2 SUGGESTIONS
1.currentlyPeriyar rice have good brand position in the market.so it should try to introduce new product s in the existing product line 2.Company should concentrate more on advertisement,as it plays a vital role in influencing buying behaviour of the consumers 4.It should take effective steps to improve the quality of product 5.They should provide coupons along with the product
CONCLUSION
5.3 CONCLUSION
Periyarrice,Kalady is the one of the leading manufacture of rice.It is having good reputation in its all the areas of operation.In this study the resercher has conducted an analysis of brand position of Periyar rice. From analysis and interpretation,it can be understood that the company has strong competion from pavizham,ranietc;.They should try to launch new advertisement compaigns to retain the existing consumers and attract new consumers. Soit can be concluded that the company should not go back from the present programes and it should implement more and more schems and compaigns,which ensures on-going improvement in the brand position of the products.
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS 1.marketing management by philipkotler -elevanthedition,Pearsoneducation,India 2.Research methodology-methods and techniques by C R Kothari -new age international(p) limited,publishers,Newdelhi 3.Consumer behaviour (p) limited,publishers, New delhi 4.V S Ramaswamy and S.Namakumari,marketing management,4th edition page no;419421 JOURNALS 1.(Authors:Stuartjackson,source:journal of busines strategy,volume:8,issue:1 2007) 2.(Authors:sallydibb,Lyndonsimian,source:International journal of retail and distribution,volume:19 issue:3 1991) 3.(Authors:Hassan,Stephanh.craft,Source:journal of consumer marketing,volume:22issue:2 2005) WEBSITE www.periyarrice.com www.students3k.com www.placementbix.com
APPENDIX
BRAND POSITIONING OF PERIYAR RICE IN KOTTAYAM DISTRICT
1. Name 2.Age group 3. Gender 4. Education qualification
: :15-24 : Male : SSLC 25-34 Female HSC Graduate Diploma 35-44 45-54 above54
Other specify 5. Marital status 6.Monthly income : Married : Below 3000 7000-9000 7.Are you aware of Periyar rice? Yes No Unmarried 3000-5000 Above 9000 5000-7000
8.How do you came to know about Periyar rice? Friends Others 9.How often you purchase and use Periyar rice? Regularly occasionally Rarely Never Advertisement Shops Relatives Neighbour
10.Which brand of product do you prefer more? Periyar rice NiraparaPavizham Rani
11. How long you are using Periyar rice? 1-2 years 2-3years 3-4years above 4years
12. Are you satisfied with Periyar rice? Yes No
13. Rank the factors which influence you to purchase this brand ? SL NO 1 2 3 4 5 Particular Economic in price Compact package Brand image Availability Good for health Rank
14.Measure the level of statisfaction towards Periyar rice ? Highly satisfied Availability Quality Price Package Taste Quantity Variety Advertisement Extra quantity Cash discount Special gift Coupons satisfied Neutral Dissatisfied Highly dissatisfied
15.What do you think the general opinion about Periyar products compare to other brand? Very good good Neither good or bad Bad very bad
16.Plese Give some valuable suggestion ...................................................................................... ....................................................................................... ........................................................................................
doc_486187914.docx