Competitive Analysis Of Bridge Snack Category (kurkure) 204u3h

INTRODUCTION

What is advertising? Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means “to turn the mind toward.” The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio ment, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide. Internationally, the largest ("big four") Interpublic, Omnicom, Publicis, and WPP.

advertising

conglomerates

are

Features of Advertising 1. Advertising provides information: The basic purpose of advertising is to provide information about products/services to prospective buyers. The details of products such as features, uses, prices, benefits, manufacturer's name, and instructions to be followed while using the product are given in the ments. The advertising message and brand name are also given. The information supplied gives education and guidance to consumers and facilitates correct selection of goods by them. 2. Paid form of communication: The r has to pay to the media for giving publicity to his advertising message. He pays for the ment and naturally he decides the size, slogan, etc. given in the ment. Advertising is a form of paid communication. 3. Non-personal presentation: Advertising is non-personal in character as against salesmanship which is personal (face to face communication) in character. In advertising, the message is given to all and not to one specific individual. This rule is applicable to all advertising media including press. However even in advertising target consumers or target market can be selected for making an advertising appeal. 4. Gives publicity to goods, services and ideas: Advertising is basically for giving information to consumers. This information is always related to the features and benefits of goods and services of different types. Advertising gives new ideas to consumers as its contents are meaningful. The aim is to make the ideas popular and thereby to promote sales. For example, advertising on family planning, family welfare, and life insurance is useful for placing new ideas before the people.

5. Basically for persuasion: Advertising aims at persuasion of potential customers. Advertising attracts attention towards a product, creates desire to have the same and finally induces consumers to visit the market and purchase the same. Advertising has psychological impact on consumers. It influences the buying decisions of consumers. 6. Target oriented: It is possible to make intensive advertising by selecting a specific market or specific segment of consumers (e.g. children, housewives, etc.) for the purpose of advertising. This selection of a specific market is called target market. Advertising becomes effective and result oriented when it is target oriented. The waste in advertising can be minimized through such target oriented advertising. 7. An Art, Science and Profession: It is now universally accepted that advertising is an art, science and a profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its principles and rules. Advertising is now treated as a profession with its professional bodies and code of conduct for . Advertising agencies and space brokers function as professionals in the field of advertising. 8. Important element in marketing mix: Advertising is an important element in marketing mix. It s the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing mix are reasonably favorable. This is natural as advertising alone is not adequate for promoting sales. Many companies now spend huge funds on advertising and public relations 9. Creativity - the essence of advertising: Advertising is a method of presenting a product in an artistic, attractive and agreeable manner. This is possible through the element of creativity which is the essence of advertising. Creativity can be introduced by creative people (professionals) in the field of advertising. They introduce new techniques for introducing creativity. Without creativity, advertising will be like a body without a soul.

Five Ms of Advertising An r has to take decisions on the following aspects: 1. Mission : This refers to the purpose/objective behind advertising. The objectives behind advertising are varied in character. They include sales promotion, information and guidance to consumers, developing brand loyalty, market goodwill, facing market competition effectively, making the products popular/successful and introduction of a new product. Decision in regard to mission is a basic one as other decisions are to be adjusted as per the mission or objective or purpose of advertising decided. For consumer products like chocolate, tooth paste, soap, the mission/objective include facing market competition, sales promotion and making the product popular in the market.

2. Money : This refers to the finance provided for advertising purpose (advertising budget). It means the budget allocation made by the company for advertising. Money provided is a limiting factor as effectiveness of advertising, media used, coverage of advertising, etc. are related to the funds provided for advertising purpose. Advertising is costly and companies have to spend crores of rupees for this purpose. Advertising should be always within the limits of funds provided. Naturally, decisions on advertising package should be adjusted as per the budget allocation for advertising. It may be noted that consumer products like tooth paste or chocolate are highly competitive with many substitutes easily available in the market. Naturally, extensive advertising on TV, newspapers, radio, etc. is required. These media are costly. Naturally, the manufacturing/marketing company will have to provide huge money for advertising purpose. 3. Message : Message is provided through the text of ment. The message is given through written words, pictures, slogans and so on. The message is for the information, guidance and motivation of prospective buyers. Attractive and meaningful messages give positive results and the advertising becomes resultoriented. The services of creative writers, artists, etc. are used for giving attractive message to the consumers. Here, the r has to decide the message to be given, the media to be used for communicating the message, the extent of creativity, the specific customer group selected for giving the message and so on. The message is also related to the decisions taken as regards mission and money provided for advertising. For advertising consumer product like chocolate, the message is important. The buyers are mainly children and others of lower age groups or for the benefit (pleasure and satisfaction) of younger generation. The advertising message should be simple and easily understandable with the help of picture or slogan. It should be also attractive and agreeable to younger generation. The pictures or slogans used should be short and impressive. 4. Media : Media of advertising are already noted previously. The r has to take decision about the media to be used for advertising purpose. Media differ as regards cost, coverage, effectiveness and so on. The selection of media depends on the budget provided, products to be d, and features of prospective buyers and so on. Wrong decision on media may make advertising ineffective and money spent will be wasted. This suggests that media should be selected properly and decision in this regard is important and critical. For advertising popular and extensively used consumer items like chocolate, the media should be selected properly. TV advertising particularly a cartoon channel, advertising in children books or newspaper supplements for children, advertising on radio programmes for children, etc.

5. Measure : Measure relates to the effectiveness of advertising. An r will like to make evaluation of ment in order to judge its effectiveness. If an ment is not effective /purposeful, it will be modified or withdrawn. This is necessary for avoiding expenditure on the ment which is not effective or is not likely to give positive results. An r has to measure the effectiveness of his ment programme/campaign and take suitable decisions. This decision-making as regards effectiveness of advertising is equally important and essential. Such testing facilitates introduction of suitable remedial measures, if required.

Types of ment

An ment for a diner. Such signs are common on storefronts.

Paying people to hold signs is one of the oldest forms of advertising, as with this human billboard pictured above.

 Television advertising / Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual ments may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.

 Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the d toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

 Radio advertising Radio advertising is a form of advertising via the medium of radio. Radio ments are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

 Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, social network advertising, online classified advertising, advertising networks and e-mail marketing, including email spam.

 Product placements Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and MercedesBenz logos clearly displayed on the front of the vehicles. Cadillac chose to in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.

 Press advertising Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encomes everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics.

A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.

 Billboard advertising Billboards are large structures located in public places which display ments to ing pedestrians and motorists. Most often, they are located on main roads with a large amount of ing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

 Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying ments along routes pre-selected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of ments. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big ments from smaller companies.

 In-store advertising In-store advertising is any ment placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP—Point Of Purchase display), eye-catching displays promoting a specific product, and ments in such places as shopping carts and in-store video displays.

 Street advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.

 Sheltered Outdoor Advertising This type of advertising opens the possibility of combining outdoor with indoor ment by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer; the product is promoted indoor, where the creative decor can intensify the impression.

 Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. rs often their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have d for multiple products including Pepsi, Candies from Kohl's, Twister, NASCAR, Toyota and many more.

Rise in new media

US Newspaper Advertising Newspaper Association of America published data

Revenue

With the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, adver-gaming, and email ments (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an ment enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively. Older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers).

RESEARCH METHODOLOGY

Research is a procedure of logical and systematic application of the fundamentals of science to the general and overall questions of a study and scientific technique which provide precise tools, specific procedure and technical rather than philosophical means for getting and ordering the data prior to their logical analysis and manipulation.

Objective: 1. Analyzing the advertising and marketing strategies of the company. 2. To analyze its performance as compared to its competitors. 3. To identify and analyze the position of Kurkure in the market.

Design: It is the blueprint for the fulfillment of objectives and answering questions. It is a master plan specifying the method and procedures for collecting and analyzing needed information. 1. Exploratory research: Reached the conclusion on the basis of the research. 2. Descriptive research: Characteristics of the situation are described.

Data Sources: 1. Primary Sources Questionnaires were asked to be filled by the target population. Discussions followed, with the Advertising Executive of the Company to get relevant information.

2. Secondary Sources i. Internet ii. Articles

Conclusions and recommendations have been thereby given. -) This was the best method, that could have been used which included the use of both the primary and secondary sources since only the secondary or the primary sources could not have provided such an in-depth and detailed information.

Tools The tool used for the study is questionnaire.

Questionnaire Design In this project, open end method for questionnaire was used because of the choices available to the customers, and to see the market share of this company.

Target Population The population targeted is the youth i.e. people ranging from age 15 to 25.

Sample size 50 respondents

Sampling technique Random sampling technique and convenience were used. A survey was carried out online through www.surveymonkey.com, where respondents were asked the questions.

COMPANY PROFILE

JWT is one of the largest advertising agencies in the United States and the fourth-largest in the world. It is one of the key companies of Sir Martin Sorrell's WPP Group (NASDAQ:WPPGY) and is headquartered in New York. The global agency is led by Worldwide Chairman and Global CEO Bob Jeffrey who took over the role in 1998. JWT was named Adweek magazine's 2009 "Global Agency of the Year."

History The company that was to become JWT was founded by William James Carlton in 1864. Carlton's company was renamed by James Walter Thompson in 1877 to The James Walter Thompson Company, by Thompson's purchase of the company from Carlton, which eventually became J. Walter Thompson. It was acquired by WPP Group in 1987. In 2005, the agency was "relaunched" by dropping the name J. Walter Thompson in exchange for JWT.

The ‘Hall of Fame’ at JWT, Delhi (Gurgaon) Office.

JWT claims to be the first to:         

build the first full-service advertising agency create the first international network. Its London office opened in 1899. By 1930, the agency had established offices in some 30 countries. pioneer ad careers for women. It hired the first female creative director in 1908. create the first-ever testimonial ad (it was for Pond's Cold Cream), in 1925. invent the grilled cheese sandwich for its client Kraft in 1930. produce the first-ever TV commercial in 1939. develop planning in 1968. create the first ment in Second Life (Ford Argentina) be the first agency to create its own television Christmas special in 2009, Macy's "Yes, Virginia" (JWT New York)

Clients of JWT include:             

Energizer HSBC Johnson & Johnson Kimberly-Clark Kraft Nestlé Nokia Rolex Shell Unilever Indosat Fritolay Pepsi

An ment campaign carried out by JWT for the launch of NOKIA Ovi Maps.

JWT – India  Company Overview JWT is India’s most ired marketing communications agency brand. Headquartered in Mumbai since 1929, JWT India is a truly integrated network with six offices across Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. JWT India provides powerful 360 degrees total communication solutions to its clients: Mainstream advertising; Digital, Relationship Marketing and loyalty solutions; Encom for experiential marketing; IPAN Hill & Knowlton for Public Relations and Public Affairs; Design@JWT for branding, Corporate Identity and Retail Design Solutions; Thompson Social for Social Development Sector Communications, Rootmap for Rural Communications; and Design C for 3D displays and exhibitions. An agency is judged by the company it keeps. India’s most ired brands choose JWT: Airtel, Aditya Birla Financial Services, Bharti Retail, Pepsico, FritoLay, ITC, Godrej, Hindustan Unilever, GSK Consumer Healthcare, Hero Moto Corp, Ford, Nike, Nestle, Nokia, Levi's, Pizza Hut, United Brewery, Kingfisher, Kellogg’s, Tisco and Exide among others. JWT works with 26 of the top 100 super brands ranked by Superbrands India, and 9 of the top 20 Most Trusted Brands in India as per the Economic Times Brand Equity Survey. As the future evolves and throws open absolutely new communication opportunities from created content to virtual communities - JWT India is committed to creating ideas that consumers want to spend time with. Our guiding creative principle is the creation of effective and distinctive advertising. We believe that, to be effective, advertising must act as a planned stimulus to evoke a desired predetermined response. Our unflinching adherence to these basic principles has helped us, just the Delhi office to become the fourth largest agency in the world.

A campaign carried out by JWT Delhi, for Helix (by Timex) watches.

Product Profile Kurkure is a brand of cheese puffs, developed and produced by Pepsico India, the Indian division of PepsiCo. Named after the Hindi word for "crunchy", the snack was developed entirely in India. It was launched in 1999. The snack comes in numerous spicy Indian flavors. In 2004, actor-celebrity Juhi Chawla was featured in ments for Kurkure. In Pakistan, actor-celebrity Nadia Khan s it.

Flavors:         

Masala Munch (Original) Green Chutney Rajasthani Style Chilli Chatka Tamatar Hyderabadi Style Malabar Masala Style Masala Twists (Solid Masti) Desi Beats Naughty Tomatoes Puffcorn (Yummy Cheese)

Brand History Launched in 1999, this perfect ‘namkeen’ snack, developed entirely in India, has come to be identified with fun and lovable human quirks. It developed an even stronger identity through associations with celebrities like Juhi Chawla (2003) and Kareena Kapoor (2008), well-known Indian actors.

 Brand Promise Kurkure is a crunchy new-age namkeen snack brand which symbolizes light-hearted fun. Embodying the spirit of India, Kurkure has found a home in millions of hearts and minds and enjoys the position of a strong Lovemark brand in India. Juhi’s vibrant and fun-loving personality complements and embodies the essence of Kurkure. Over the years, Kurkure has journeyed effortlessly from being a snack with a twist to becoming an integral part of India’s teatime menu and an embodiment of endearing human ‘imperfections’ or ‘tedhapan’.

 Brand Advantage  



Made with trusted kitchen ingredients: 100% vegetarian All the raw materials used in Kurkure comply with the Prevention of Food Adulteration Act and rules that govern the manufacture, distribution and sale of Kurkure. All Kurkure ingredients are used daily in households for the preparation of various edible items.

 Innovations Kurkure has constantly re-invented itself to sustain its relevance to Indian culture and the Indian ethos. Not only does Kurkure provide an inimitable taste and superior quality, it has also brought fame and happiness to many through its ‘Chai-time-achievers’ face on pack initiative. -) Launched in 1999, Kurkure soon became the perfect Namkeen Snack of the Nation. Embodying the spirit of our lovable country, this tedha shaped snack has found a home in the hearts and minds of all. Our inimitable taste coupled with superior quality has made us the choice of millions and an inevitable part of their families. Little wonder that it is one of India's most loved snack food brands. And we have constantly innovated over the years to keep ourselves continually relevant to ever evolving generations, going from being an integral part of the tea time ritual to bringing fame and joy to faceless individuals (via the Chai Time Achievers's initiative) to being the epitome of "Thedhapan". And going forward, we will continue to do even more to live up to your expectations and reciprocate all the trust and love you have given us.

Source: Kurkure, official website.

~ In the ‘collets’ category

~ BINGO Tedhe Medhe Marketing strategy: -

Giving 50% extra contents in the pack. This helps tremendously, in pulling the population towards buying the product. Making a fan page on Facebook, and other social media sites to keep the fans updated and hooked to the brand.

News: -

ITC’s BINGO is giving PepsiCo. a run for its money. Pepsi’s share in the snack market has dropped from a whooping 60% to 45% since the launch of BINGO. BINGO’s market share at present is 16% and it hope to touch 50% in a year.

~ PARLE FullToss Marketing strategy: -

Was earlier on, knows as ‘Musst Stix’, whose market share as for 2009 was 5-7%. Parle hopes to grab a 25% share of the snack industry in 2 year’s time. The company’s market share is 8% currently, of the Rs. 7500 crore snack market and is growing at the rate of 20% yearly.

~ YELLOW DIAMOND Chulbule Marketing techniques: -

ment through radio is the main means, and appears very frequently. Thus increasing the popularity. It is launched in a variety of flavors, giving the customer more choice. The tune and the lyrics of the jingle are very catchy, thus building brand recognition.

~ BALAJI Chataka Pataka News: -

It claims to have 85% to 90% market in Gujarat. Apart from Gujarat, it has a strong presence in Madhya Pradesh, Rajasthan and Maharashtra. In 2011, ‘WOW! Design’ attempted to add zing to the product logo as the previous design lacked brand essence and was losing out on brand impact.

~ HALDIRAM Taka Tak Marketing Strategy: -

Launch of a Rs.3/- pack. Strategies like these are implemented to target the lower section of the society. It is ‘pocket-friendly’. ‘Recipe Remix’ campaign. This campaign aroused innovation and interest amongst consumers, as they were asked to send in entries which were in context to making recipes using Haldiram’s products. The winner’s recipe would be printed at the back of the pack.

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35% extra. Giving the consumers, extra 35% of contents in the pack without charging extra. This helps in increasing the sale of the product as the people are provided with a positive incentive to purchase it.

Market Findings

- Modern Trading Store

Brands available: - BINGO Tedhe Medhe - HALDIRAM Taka Tak - PARLE FullToss

- Traditional Trade Store

Brands available: - YELLOW DIAMOND Chulbule - BALAJI Chataka Pataka - PARLE FullToss Kurkure

Parent Company

Frito Lay

Category

Collets

Sector

Food Products

Tagline/ Slogan

Tedha hai par mera hai; Try tedha yaar

USP

Bridge Snack category between Indian namkeens and Western offerings like potato chips SWOT Analysis 1. Excellent branding and advertising 2. Excellent distribution and availability 3. Loyal customers

Strength

4. HAC (Hazard analysis and critical control point) certification - Australia 1. Health conscious people avoid high fat and cholesterol 2. Contains large amount of salt, spices and other condiments

Weakness

3. Consists of various added flavors and preservatives 1. Leverage successful brand Pepsi 2. more 3. Buy out competition 4. More brand recognition

Opportunity

5. More flavors as compared to Bingo, etc.

Threats

1. Threat from local substitute snacks 2. Boycott by health conscious people 3. Availability of comparatively more healthy products in the

market

DATA ANALYSIS

Q1. Do you eat snacks?

Q2. If yes, what do you prefer eating the most?

Q3. How frequently do you eat snacks?

Q4. Amongst the following, which brand are you most familiar with?

Q5. How did you get to know about the brand you have selected in the above question?

Q6. Keeping taste in mind, which is the product you prefer to have?

Q7. When buying the mentioned product, do you even consider your ‘health factor’?

Q8. Do you personally feel that effective ments trigger the selling of products?

Q9. Amongst the given tag-lines, which grabs your attention more?

Q10. What amongst the following attracts you in a product?

FINDINGS

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Majority of the population i.e. 98% stated that they ate snacks. Wafers/chips with a whooping 77% were found out to be preferred over collets and namkeens. The major part of the target consumers ate snacks once a week whereas the least portion included people who intake snacks everyday. HALDIRAM Taka Tak was the most common brand with 36% whereas nobody out of the target population was aware of BALAJI Chataka Pataka. TV commercials were the main source of them, getting to know about the product. BINGO Tedhe Medhe’s taste was the most preferred amongst the lot. Only a small 3% of the population worries about their health i.e. because of the salt and spices, etc. when consuming the product. The whole lot believes that effective ments trigger sales. The tagline ‘A twist in every stick’ of BINGO Tedhe Medhe was found out to be the most liked. The theme and the making of the ad attract people’s attention the most and following it is catchy music and celebrities in ads.

CONCLUSIONS

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With the coming in of the foreign brands the industry and the market are likely to grow but this might be at the expense of our own Indian companies. Competition is increasing day by day due to increase in new players in this field Substitute products available in the market.

SUGGESTIONS

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ment should not be too expensive as higher the expenditure on ment, more will be the increase in the price of the product. Media should be selected according to the choice of the customers. In rural areas, efforts should be made to products/institutions according to the means available there i.e. newspapers, pamphlets, etc. rather than internet and so on. More attention should be given to effective advertising, so that the message is conveyed accurately. The ment should be attractive and catchy, so that people are attracted towards buying the product. Efforts must be made to strengthen the comparatively less popular media of ment, so as to spread awareness. In order to reap long term benefits, the company should go in for certain honest schemes Value for money and customer care: Now a days consumers have change their attitude so, company should give the right cost as they have alternative choice.

LIMITATIONS OF RESEARCH

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The project relied mainly on the primary data. Consumers give a very unclear picture. Limited time and target population. The study is based on a limited sample. First attempt to undertake such a study, thus the inexperience is also an obstacle to accomplish the project in a proper way. Detailed views and opinions of the people couldn’t be asked. Lack of reliability of secondary data