A COMPREHENSIVE PROJECT REPORT ON

IMPACT OF ADVERTISEMENT ON BRAND PROMOTION OF PARACHUTE COCONUT HAIR OIL

Submitted to
Dr. J. K. Patel Institute of Management- MBA INSTITUTE CODE 711 IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ASMINISTRATION Under Gujarat Technological University UNDER THE GUIDANCE OF

Faculty Guide Mr.santanu chratvati

Firm Guide Mr. Niraj Joshi (Director) Submitted by HARDIK M SHAH Enrollment No: 107110592123 M.B.A, SEMESTER Second

Dr.J.K.Patel Institute of Management- MBA M.B.A PROGRAMME Affiliated to Gujarat Technological University Ahmedabad
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A COMPREHENSIVE PROJECT REPORT ON

IMPACT OF ADVERTISEMENT ON BRAND PROMOTION OF PARACHUTE COCONUT HAIR OIL

Faculty Guide
Mr.santanu chratvati

Firm Guide
Mr. Niraj Joshi (Director)

Submitted by

HARDIK M SHAH Enrollment No: 107110592123

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College certificate

Dr. J. K. Patel Institute of Management

CERTIFICATE

This is to certify that Mr/Ms____________ & Mr/Ms____________, students of Master of Business Administration (Batch 2010-2012) at Dr. J. K. Patel Institute of Management, Vadodara have undertaken a Project Titled _____________ in partial fulfillment of 2 years full time MBA programme of Gujarat Technological University, Ahmedabad. The Summer Internship Project has been undertaken under the guidance of Prof.___________, faculty of Dr. J. K. Patel Institute of Management. This is also to ascertain that this project has been prepared only for the award of Master of Business Administration degree and has not been submitted for any other purpose.

Prof. Faculty Guide

Dr.Abhijeet Chatterjee Director

Date: Place:

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CERTIFICATE OF THE COMPANY

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DECLARATION

I, Hardik M Shah undersigned, hear by declare that the report for Summer Training Project of IMPACT OF ADVERTISEMENT ON BRAND PROMOTION OF PARACHUTE COCONUT HAIR OIL written and submitted by us to the Gujarat technology university,

in partial fulfillment of the requirement for the award of degree of Master Of Business Administration under the guidance of Prof. Mr. Santanu Chratvati is our original work and the conclusions drawn therein are based on the material collected by us.

Place: Date:

HARDIK M SHAH

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ACKNOWLEDGEMENT

I realize that in this world everybody want to sharpen his own axe with great pleasure and a deep sense. I would like to thank all the concerned facilities, authorities of INGEN ADVERTISEMENT and those who directly or indirectly help me. I would like thank out HOD and our other respected faculty member taking keen interest in our project. Specially thank our project guide MR. Santanu Chratvati who helped me in selection of topic and guide me during training and project preparation. At last, but not least I would like to thank all the staff of INGEN ADVERTISEMENT they have rectified my mistake make me more understand. Without their contribution of time and knowledge I might be not have an experience in such an institute. Management persons have also taught me practical working system of marketing department. My research could not have been successful without their positive support at each and every step has enabled me to reach this stage of knowledge and experience. I have made all kind of endeavors to take the opportunity that knocked any door and make best use of it to enhance my know how before entering into the real.

HARDIK M SHAH

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PREFACE

The essential thing in education is not the doctrine taught but the arousing of the mind and heart and discipline of will.

Today due to liberalization, privatization, globalization and industrialization the need but well skilled and experience managerial personnel is increase Diem per Diem in the era only theoretical knowledge is not enough you must have practical know how also. To fulfill this need M.B.A programmer came into existence theoretical as well as practical touch out university also made fruitful efforts by installing comprehensive study in its curriculum.

In the university every M.B.A student has to go undergo for project study on the subject in 2nd semester and have to prepare report on that unit for that I have chosen INGEN ADVERTISEMENT at VADODARA. The main purpose of this SIP is to make students find out real problem and offer solution.

During my learning process I really found myself closer to practice going on in the INGEN ADVERTISEMENT, in marketing department as part of management. I have tried by best to utilize this time & bring something productive, which can be also be helpful to organization.

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EXECUTIVE SUMMARY

Analyzing the markets of Vadodara.

Conducting Impact Of Advertisement On Brand Promotion Of Parachute Coconut Hair Oil survey of Parachute Hair Oil in the markets of Vadodara which revealed that Parachute Hair Oil has high awareness level among people.

Analyzing the brand loyalty of customers in the market of Vadodara which shows people here are frequent brand switchers and look for a different brand most of the time.

Analyzing the recognition & recall ability of customer for Parachute hair oil which shows that most of the people identify the product with its name in the retail store while majority of people like its color in the advertisement of Parachute Hair Oil.

Analyzing the most preferred media to promote the product which showed that most of the people like seeing the advertisement of Parachute Hair Oil on T.V. while few people like to see it on Internet, Billboards & Newspapers.

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INDEX

SR. NO. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 COVER PAGE TITLE PAGE

PARTICULARS

PAGE NO. 14 24 24 35 55 57 58 59 60 61

CERTIFICATE OF THE COMPANY INDEX/TABLE OF CONTENTS LITERATURE REVIEW OBJECTIVE OF THE STUDY INTRODUCTION OF THE PROJECT DATA ANALYSIS FINDINGS & OBSERVATIONS LIMITATIONS OF THE STUDY SUGGESTIONS CONCLUSION BIBLIOGRAPHY ANNEXURE

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INDEX OF FIGURES

SR. NO. 1

PARTICULARS Figure showing the frequency distribution of gender of the respondents.

PAGE NO. 35

Figure showing the frequency distribution of age of the respondents.

36

Figure showing the frequency distribution of level of income of the respondents.

37

Figure showing the frequency distribution of occupation of the respondents.

38

Figure showing the frequency distribution of years of experience of the respondents in using the Parachute Coconut Hair Oil.

39

Figure showing the frequency distribution of educational qualification of the respondents.

40

Figure showing the frequency distribution of respondents awareness about Parachute Hair Oil.

41

Figure showing the frequency distribution of responses on media that respondent came across the Parachute Hair Oil advertisement.

42

Figure showing the frequency distribution of response on media that advertises Parachute Hair Oil is the most attractive and convenient.

43

10

Figure showing the frequency distribution of responses on observing the Parachute Hair Oil advertisement on T.V.

44

11

Figure showing the frequency distribution of responses on preferring most in the TV

45

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advertisement of Parachute Hair Oil. 12 Figure showing the frequency distribution of responses on advertisement message is understandable. 13 Figure showing the frequency distribution of responses on advertisement seems realistic and its message is relevant. 14 Figure showing the frequency distribution of responses on effect of advertisement on purchasing the product. 15 Figure showing the frequency distribution of responses on brand ambassador of Parachute Hair Oil. 16 Figure showing the frequency distribution of respondents observation on print advertisement of parachute Hair Oil. 17 Figure showing the frequency distribution of respondents liking factor in the advertisement of the Parachute Hair Oil. 18 Figure showing the frequency distribution of respondents preference for different brands while purchasing product in retail store. 19 Figure showing the frequency distribution of respondents identification about Parachute Oil. 20 Figure showing the frequency distribution of respondents preference of Parachute Coconut Hair Oil over other competitors product. 54 53 52 51 50 49 48 47 46

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INDEX OF TABLES

SR. NO. 1

PARTICULARS Table showing the frequency distribution of gender of the respondents.

PAGE NO. 35

Table showing the frequency distribution of age of the respondents.

36

Table showing the frequency distribution of level of income of the respondents.

37

Table showing the frequency distribution of occupation of the respondents.

38

Table showing the frequency distribution of years of experience of the respondents in using the Parachute Coconut Hair Oil.

39

Table showing the frequency distribution of educational qualification of the respondents.

40

Table showing the frequency distribution of respondents awareness about Parachute Hair Oil.

41

Table showing the frequency distribution of responses on media that respondent came across the Parachute Hair Oil advertisement.

42

Table showing the frequency distribution of response on media that advertises Parachute Hair Oil is the most attractive and convenient.

43

10

Table showing the frequency distribution of responses on observing the Parachute Hair Oil advertisement on T.V.

44

11

Table showing the frequency distribution of responses on preferring most in the TV advertisement of Parachute

45

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Hair Oil. 12 Table showing the frequency distribution of responses on advertisement message is understandable. 13 Table showing the frequency distribution of responses on advertisement seems realistic and its message is relevant. 14 Table showing the frequency distribution of responses on effect of advertisement on purchasing the product. 15 Table showing the frequency distribution of responses on brand ambassador of Parachute Hair Oil. 16 Table showing the frequency distribution of respondents observation on print advertisement of parachute Hair Oil. 17 Table showing the frequency distribution of respondents liking factor in the advertisement of the Parachute Hair Oil. 18 Table showing the frequency distribution of respondents preference for different brands while purchasing product in retail store. 19 Table showing the frequency distribution of respondents identification about Parachute Oil. 20 Table showing the frequency distribution of respondents preference of Parachute Coconut Hair Oil over other competitors product. 54 53 52 51 50 49 48 47 46

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LITERATURE REVIEW

Review of Literature is concerned with the systematic gearing of information. Its purpose is to understand the similar studies done before. It provides further insight into the subject matter of study. Review of other studies facilitates a framework for understanding the previous work done and thus opening newer areas of exploration for advancing the knowledge in the area under the study. Keeping this in mind, I present my chapter on Review of Literature, which attempts to view various studies previously conducted in the area of Impact of Advertising on Brand Promotion.

ABOUT FMCG SECTOR IN INDIA Markets all over the world have been on a roll in 2003 and the Indian bourses are no exception having gained almost 60% in 2003. During this period, while there are sectors that have outperformed this benchmark index, there are also sectors that have underperformed. FMCG registered gains of just 33% on the BSE FMCG Index last year. At the macro level, Indian economy is poised to remained buoyant and grow at more than 7%. The economic growth would impact large proportions of the population thus leading to more money in the hands of the consumer. Changes in demographic composition of the population and thus the market would also continue to impact the FMCG industry. According to a survey by 2013, Indians under 20 are estimated to make up 33% of the population - and wield proportionately higher spending power. Means, companies that are able to influence and excite such consumers would be those that win in the market place The Indian FMCG market has been divided for a long time between the organized sector and the unorganized sector. While the latter has been crowded by a large number of local players, competing on margins, the former has varied between a two-playerscenario to a multi-player one.

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Unlike the U.S. market for fast moving consumer goods (FMCG), which is dominated by a handful of global players, India's Rs.460 billion FMCG market remains highly fragmented with roughly half the market going to unbranded, unpackaged home made products. This presents a tremendous opportunity for makers of branded products who can convert consumers to branded products. However, successfully launching and growing market share around a branded product in India presents tremendous challenges. Take distribution as an example. India is home to six million retail outlets and super markets virtually do not exist. This makes logistics particularly for new players extremely difficult. Other challenges of similar magnitude exist across the FMCG supply chain. The fact is that FMCG is a structurally unattractive industry in which to participate. Even so, the opportunity keeps FMCG makers trying. 1. STRUCTURAL ANALYSIS OF FMCG INDUSTRY 1. The products often cater to 3 very distinct but usually wanted for aspects - necessity, comfort, luxury. They meet the demands of the entire cross section of population. Price and income elasticity of demand varies across products and consumers. 2. Individual items are of small value (small SKU's) although all FMCG products put together account for a significant part of the consumer's budget. 3. The consumer spends little time on the purchase decision. He seldom ever looks at the technical specifications. Brand loyalties or recommendations of reliable retailer/ dealer drive purchase decisions. 4. Limited inventory of these products (many of which are perishable) are kept by consumer and prefers to purchase them frequently, as and when required. 5. Brand switching is often induced by heavy advertisement, recommendation of the retailer or word of mouth. 2. MARKETING AND DISTRIBUTION 1. High Initial Launch Cost - New products require a large front-ended investment in product development, market research, test marketing and launch. Creating awareness and develop franchise for a new brand requires enormous initial expenditure on launch advertisements, free samples and product promotions. Launch costs are as high as 30-

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100% of revenue in the first year. For established brands, advertisement expenditure varies from 3 - 12% depending on the categories. 2. Limited Mass Media Options - The challenge associated with the launch and/or brandbuilding initiatives is that few no mass media options. TV reaches 67% of urban consumers and 33% of rural consumers. Alternatives like wall paintings, theatres, video vehicles, special packaging and consumer promotions become an expensive but required activity associated with a successful FMCG. 3. Huge Distribution Network - India is home to six million retail outlets, including 2 million in 3,160 towns and four million in 627,000 villages. Super markets virtually do not exist in India. This makes logistics particularly for new players extremely difficult. It also makes new product launches difficult since retailers are reluctant to allocate resources and time to slow moving products. Critical factors for success are the ability to build, develop, and maintain a robust distribution network.

3. COMPETITIONS 1. Significant Presence of Unorganized Sector - Factors that enable small, unorganized players with local presence to flourish include the following: 2. Basic technology for most products is fairly simple and easily available. 3. The small-scale sector in India enjoys exemption/ lower rates of excise duty, sales tax etc. This makes them more price competitive vis--vis the organized sector. 4. A highly scattered market and poor transport infrastructure limits the ability of MNCs and national players to reach out to remote rural areas and small towns. 5. Low brand awareness enables local players to market their spurious look-alike brands.

4. PROBLEMS PRESENT IN THE SECTOR 1. Low education level. 2. Less developed infrastructure. 3. In rural markets, brands are non-existent.
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They identify FMCG by three things -primarily by color, visuals of animals and

birds

and by numbers. So a 333, 777, pile hathi, lal saboon - these are the kind of terms with which they identify brands. They buy those three things: colors, numbers and visuals.

There are number of cases which suggest that to sell brands in the rural market, it is necessary to simultaneously educate the consumers. For example, villagers were found using shampoo for brushing teeth, toothpaste for washing hair, and these are real life examples, not stories being created. They dont know what these shampoo sachets stand for. So if you have to create brand communication, marketing efforts must be supported by education. 4. Longer credit period requirement. 5. We need a set of people who understand the ethos of the rural market - people who understand the social fabric, who understand how the rural consumer interacts with the various categories because we believe that we do need a different level of understanding for tackling this market. 6. Rural retailers are far less specialized than their urban counterparts and carry a wider range of products. Since frequent delivery is not possible in their part of the world, they tend to carry only a single brand in each product category. And, usually, the brands that are first on the rural shelves become synonymous with product category and are difficult to dislodge.

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5. INDIAN HAIR OIL & HAIR CARE MARKET SIZE IN RUPEES

STATISTICAL STUDY OF FMCG SECTOR IN INDIA 1. There are 600,000 villages in India. 23% of all villages account for 63% of the total rural population. So you can contact 63% of 680 million or 700 million population by simply contacting 130000 villages - thats a very large market 2. Since this theoretically constitutes a huge market potential, marketers will tend to throw in their hooks to catch the fish. Now with the urban demand hitting the plateau, rural markets are gaining more importance and we cannot ignore it.
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3. What has happened from 1990 onwards is that advertisers spent a lot of on and by default they covered some rural markets as well. As a bonus, these advertisers started getting certain returns from the rural market - bonus of investment, which they had actually made for the urban market 4. What marketers and advertisers are today worried about is how to develop a scalable model of influencing the rural consumers mind over a large period of time and keep it going, given limited or reasonable budgets to make this happen. 5. Many companies are entering to the rural market and the potential of the market encourage me to do project work in the rural market. 6. If we go by statistics, roughly around 73% of the Indian population lives in the rural areas. Thats almost 12% of the world population. 7. Hindustan Levers sales turnover in rural market alone is over five thousand Crores thats a whopping fifty percent of the total sales turnover. So we can imagine how much potential the rural market has. 8. To get the maximum out of this opportunity, all organization needs to plan strategically.

BCG MATRIX

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BCG MATRIX OF MARICO

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1. STAR:The first point in BCG Matrix is Star. It is represented by a SBU or a product having high relative market share and high market growth rate. It need capital over and above its cash flow to maintain its market share. However in may be self sustained in terms of cash flow when it is established and beginning to mature ultimately it becomes cash cow, on maturity, because it cannot absorb further cash. It cannot absorb further cash; it provides cash for growing stars. E.G. KAYA SKIN CARE AND PARACHUTE COCONUT OIL IN MARICO AND IN THE INDUSTRY HLL AND GODREJ COMES IN THIS CATEGORIES.

2. QUESTION MARK:The second important point is Question Mark. It represented by a SBU /Product having low relative market share and high market growth rate I.E low market share in a growing market. It requires large cash due to market growth, but generates less cash due to low market share. It requires additional investment to increase its competitive advantage or divestment. E.G NIHAR, SAFFOLA (FUNCTIONAL OIL) AND IN THE WHOLE INDUSTRY DABUR COMES IN IT.

3. CASH COW:One of the essential aspect for any business unit is Cash cow stage. It represent by a SBU/Product having high relative market share and low market growth rate. It generates substantial cash over and above its investment requirement. It may be a SBU/Product in maturity life cycle stage. It is not attractive in long ran due to less market growth rate to meet the investment need of stars on question marks, over heads and growth strategy is suggested. E.G SAFFOLA (EDIBLE OIL), SILK N SHINE AND IN THE ABOVE EXAMPLE ITC COMES.

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4. DOG:The last and the final stage in BCG Matrix is Dog which represent a negative aspect about the business or the product. It represents a SBU/Product having low relative market share and low market growth rate. It has very low competitive position due to high costs, poor quality, poor marketing etc. It also has low growth potential due to low market growth rate. It does not generate enough cash even for its own continuity. So Retrenchment Strategy usually by divestment or liquidation is suggested. It may be in the declining stage of its life cycle. Government policy may retain a dog artificially.

SWOT ANALYSIS OF MARICO

STRENGTS:-

1. 2. 3. 4. 5. 6.

Market leader in its category, has a huge loyalty in the urban & rural sections of India. It is a Premium edible grade coconut oil. Synonymous with pure coconut oil & is positioned on the platform of purity. Understanding of Indian consumer behavior in the hair oil segment. Large distribution network. Brand has sought to remain relevant and differentiated through a slew of initiatives in packaging & communication like the weight-test (proving that pure Coconut oil is heavier than impure oil). These innovations have ensured protection of existing franchise, they have propelled further penetration, enabling conversion of loose oil consumers to packaged Parachute Coconut Oil.

7. 8.

Parachute enjoys tremendous equity and trust with every passing generation. Is entering the shampoo market with Starz and has a range specifically for the age group of 3-10yrs.
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WEAKNESS:-

1. 2.

Innovations like personal massager where available in select cities and limited quantities Parachute Hot Oil should be a seasonal product and should be sold in winters and not during summers in places where it gets very hot.

3. 4.

Not strong within the shampoo segment, having hardly any share. Not having any antidandruff hair oil whose market share is worth 25% of the total hair oil markets in India.

OPPORTUNITIES:-

1. Parachute can get into skin care by introducing oils for application on the entire body. 2. Parachute should launch variants that have not only coconut but also other natural ingredients that benefit the hair. This will help fight competition from brands that are not made of coconut but other ingredients like badam, amla, mustard etc. 3. Should launch variants that make the head feel cool and refreshed. 4. Need to concentrate within various other markets potential zones like hair shampoo & colorants etc.

THREATS:-

1. 2.

Many players are entering the market Parachute as a brand is positioned as a coconut oil. Competitor brands are communicating the advantages of using oils that are made of badam, amla, mustard etc.

3.

Competition from the diverse players present in the market can cause loss of market share.

4.

Though Marico is expected to roll out its Maha Thanda brand in March 2009 which is in the cooling hair oil segment, Parachute can lose market share as it does not have a product in that category.

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OBJECTIVE OF THE STUDY

1. To study and collect data regarding media advertisement on brand consideration and choice of customers for Parachute Hair Oil. 2. To understand the brand promotion of Parachute Hair Oil among the target audience. 3. To study the impact of different media that is used to promote Parachute Hair Oil. 4. To study the effectiveness of brand promotion of Parachute Hair Oil.

INTRODUCTION OF THE PROJECT

INTRODUCTION OF SUBJECT MATTER Brand Promotion & Advertising Promotion is here to equip you with the knowledge, products and services to help you build your brand and market your business on the Internet. We are an agency that really cares about the quality of service we give our customers and this will show in your dealings with us. We are also not the type of business that seeks a quick buck - we're a fresh, innovative Branding company that truly believes in establishing long term relationships with our clients.

To help you maximize your profits in international trade, business to business ecommerce is one of the most exciting, innovative and cost-effective marketing methods by which you can brand your products to a worldwide targeted audience.

What we can do for you we have proposed to use the following Expertise to take you. 1. Concept Design 2. Print Media
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3. Internet Advertising (SEO) 4. Multimedia 5. 3D Modeling and Animation 6. Web Designing business to a Higher level

Our Advertising & Promotion services will help you achieve: - Maximum awareness - Deliver targeted traffic to your website - Achieve higher level of sales through your website - Keep your costs low - Create brand loyalty among your target audience

Brand promotion is a strategy that is commonly used in marketing in order to increase customer loyalty, awareness of products, and sales. Instead of focusing on a specific product or products, a company instead tries to focus on the promotion of its brand. This strategy has been proven to be very effective in marketing, and many companies currently employ it. Typically, companies rely on repetition in advertising in order to familiarize customers with the brand.

Companies have used brand promotion for many years, and it is still successful in today's market. With this strategy, one of the primary objectives of the company is to increase brand awareness. When customers become aware of a brand, they are much more likely to give it a try. Brands that are unknown generally do not perform as well as commonly known brands.

Another primary objective of brand promotion is to create customer loyalty. Studies have shown that customers are very loyal to brands. Once the habit of purchasing a brand is formed, a consumer will generally go back to that same brand again and again. There are certain types of consumers who only focus on purchasing the cheapest product in the market; however, many consumers are loyal to brands and may be willing to pay a little bit more for them.

Brand promotion also leads to increases in sales in many cases. Businesses hope that by utilizing brand promotion, they can increase the number of units that are sold and increase profitability as a result. While brand promotion does not always succeed, businesses that do it effectively are often much more successful than their competitors.
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In most cases, businesses try to create brand awareness by utilizing repetition. Typically, the average person has to see or hear of a brand more than five times before it sticks in the mind. This means that businesses try to advertise the brand name and get it out into the public so that customers will become aware of it.

This brand promotion advertising can be done in a variety of ways. In many cases, businesses will employ a multimedia approach to their advertising efforts. For example, they may spend a certain amount of money on television advertisements, a certain amount on radio advertisements, and some on newspaper ads. The hope is to bombard the public with their branding efforts.

PROFILE OF THE COMPANY

INTRODUCTION We are the company who does everything to make your brand a leader in the market. We always ensure your brand is not among the other ninety nine percent that fail to communicate. What started one & a half year before; now reaches to the next level of Advertising. From its inception Ingen is working for vadodara & Ahmadabads valuable clients. Who make money, save money, gain respect, earn affection, save time and make their business easier with us Because we seek ever more imaginative ways to replace their brand with impact.

With greater appeal in print & designing promotions, we have carved a niche, which allows us to unify & simplify our campaigns. The brilliance of our creativity is to distil thoughts down to their simplest from & empower them with drama that forces the viewer to stop and absorb the message.

Creatively bold & sharper in its execution, our campaigns have achieved rave reviews among readers & in industry. We believe advertising is a blend of art & science; we approach our clients & clients clients in such a manner that everyone experiences one-on-one communication.

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Welcome to the 360 degree advertising experience. Rely on us because we rely on appealing ideas.

EVERYTHING IS ADVERTISING AND ADVERTISING IS EVERYTHING

INSPIRATION

Success in advertising is connected ultimately to the success of the client. We embrace that principle. We learn our clients business and brand attributes well. We care &analyze the business, competitors, unique culture, mission, vision and trends of the category of our client. We take inspiration from our clients basic fundamentals. Ingen is born to win perfect strategy to promote stylish & competitive campaigns. Our inspiration is our client. We envisage the clients unique & coherent business and we have received great response from the client and from the industry. Hence, we keep current by being curious about the pulses of the market. For us, advertising is a compendium of all communication that a consumer sees, feels, touches, hears, and smells, and so on. Ultimately the brand has to be successful for us to be successful. ITS ALL ABOUT CONVINCING THE NATURE.

INNOVATION

There are five essential skills in advertising. Accountability, media savvy, commitment, discipline & creativity Ingen is truly working on these unwritten rules of advertising by being inventive & innovative in thoughts & execution. We always believe that loosing newness in presentation is virtual suicidal for the brand.
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Therefore we have formed a team of strategically working brainy personnel to create ripples in vacuum pond. Our media planners, client servicing executives & creative heads are thinking 24*7 on the same pattern to give lemon fresh appeal to the campaigns. Ingen always delivers a salient message to its consumers in an unexpected manner. So the ripples can be felt long after it stops running. We seek to reach targeted consumers with an effective, focused communication. We say one thing, we say it well & we say it often. After all, innovation is the most lethal weapon to be a winner.

OUR MINDS WANT, AS MUCH AS OUR BODY.

IMAGINATION

The art of imagination lies in being able to see something that others dont see and to develop creative ideas around it. We do. It may sound little offensive, yet the truth is our imaginative skills create pure magic. May it be education category or real estate or auto mobile, our campaigns worked because of our imaginative approach to each Advertising. We always consider the readers mindset & psyche, so we put our 100% to achieve the target by putting clear analysis in a striking manner.

Our aim is to provide strategic communication thats consistent across all media vehicles. We always try to establish frequency of brand recall through our imaginatively designed campaigns.

Ingen assures every client different treatment in terms of thoughts, designs, execution & expressions. Our advertising is a combination of common sense & clarity because we define a brand as a promise, promise that strengthens the client. Promise that strengthens the advertising industry.
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IMAGINATION IS BETTER THAN KNOWLEDGE

CLIENTS

Arts & events Insync Events, Reflections, Sagar Studio, Stage Craft

Automobile Celite tyre Corporation (Pirelli), Harshil Yamaha, Innovative Honda, Kumar Motors

Beauty & Fitness Monas Beauty clinic, VLCC

Dairy Baroda Dairy

Education & Institutes Ambe Vidyalaya, Baroda Branch Of WIRC Of ICAI, College Of International Management Institute Of Indian Interior Designers (IIID, Baroda Chapter), M.S. Hostel, Sun-Mars

Electronics RA Electronics

Fashion & Garments The Raymond Shop

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Federation National Federation of Indian Railway men (NFIR)

Fruits & Vegetables Taza-Maaza

Hospitals Deep Intensive Care Unit, Honest Surgical, Nulife Hospital, Physic First

Jewellers CH Jewelers

Manufacturer 20 Microns, Earth Acquire, Super Salt, Sujalaam RO System, Suzlon

Placements Australian Visa.Com.Au, Canada Global Integration

Realtors Narayan Srushti, Om Bungalows, Pawan Infrastructure, Sun-City

Restaurants PG Vatika, Hot Bite, Sheel

Tours & Travels

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Airline Travels N Tours Centre, Indian Aura, Mera Safar

Contact Ingen 406/b, alkapuri arcade, alkapuri, vadodara, Gujarat , India. PH: +91 265 3089537

Email us reachus@ingenads.com

Website www.ingenads.com

DETAIL STUDY OF PROJECT

The project report on Impact of Advertising of Brand Promotion of Parachute Coconut Hair Oil is a detailed study on the brand promotion of Parachute. It studies about the marketing strategy, target market, segmentation, niche marketing of Parachute and the impact of its brand promotion on customers. Review of Literature is concerned with the systematic gearing of information. Its purpose is to understand the similar studies done before. It provides further insight into the subject matter of study. Review of other studies facilitates a framework for understanding the previous work done and thus opening newer areas of exploration for advancing the knowledge in the area under the study. The Research Methodology focuses on the topic, sample selection, data collection methods.

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RESEARCH METHODOLOGY

METHODOLOGY

TITLE OF THE STUDY: IMPACT OF ADVERTISEMENT ON BRAND PROMOTION OF PARACHUTE COCONUT HAIR OIL

SIGNIFICANCE OF THE STUDY:

Brand promotion is beneficial to business houses, consumers and the society. Benefits to Business Houses: Brand promotion is useful to both large and small firms. It enables a business firm to face competition in the market. It reminds the faithful customers I that the brand has served them well over the years and they have no better choice in the market. Brand promotion helps business firms to maintain their existing sales and to increase their market share. Benefits to Consumers: Brand promotion provides information regarding quality, uses, price and availability of the branded product. Such information helps consumers in making a choice from a wide range of competing brands. They have greater freedom of choice and dishonest
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traders cannot exploit them. Brand promotion saves valuable time and energy of consumers as they are well informed before making purchases. With the help of brand promotion consumers can maintain their standards of living and good life styles. Benefits to Society: Brand promotion activities facilitate mass production which leads to economies of scale and lower costs. As a result, more and more people can use branded products. Brand promotion also creates employment opportunities for a large number of persons. Techniques of Brand Promotion Brand promotion comprises all tools of marketing communication. Five tools or methods are available through which marketers can communicate with the buyers. These tools of brand promotion are given below. 1. Advertising: Advertising is a convenient and economical method of brand promotion though it lacks personal touch. 2. Personal Selling: This is a very flexible and two-way communication. It makes actual sale and provides immediate feedback. However, it is quite luxurious and time consuming. Advertising is better than personal selling for creating brand awareness. 3. Sales Promotion: It consists of short-term incentives used to attract customers and make immediate sale of the brand. It is a type of non-personal selling that supports advertising. In addition to making immediate sales, it helps to clear overdue stocks and attract new buyers. But it yields short-term results and cannot create brand loyalty. 4. Publicity: Publicity refers to the non-personal stimulation of demand for a brand by placing commercially significant news about it or its owner in a published medium or obtaining a favorable presentation of it upon radio, television or stage that is not directly paid by the sponsor. Reliance World Cup Cricket Tournament, ITC Sangeet Sammelan are examples of publicity. These events were covered by mass media and the public images of these enterprises were enhanced. News releases, feature articles, press conference, letters to the editor, radio and TV presentations are various forms of publicity. High credibility, mass appeal, more details
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inexpensive and timeliness are the main merits of publicity. However, the marketer has little control over publicity. 5. Packaging: A properly designed package enhances the value of the product and gives it a distinct identity. It also helps to build the image of the firm. These days, firms are using innovative packaging to establish a competitive edge for their brands. Customers are willing to pay higher for the convenience, appearance, dependability and prestige of packages.

RESEARCH DESIGN:

The research study is exploratory and descriptive in nature as it studies the opinions and perceptions of the both men and female purchasing Parachute Coconut Hair Oil from Spencers Hyper Mall and Vadodara Central Mall.

Data collection The tool for data collection is a standardized and structured questionnaire. Sources of data collection: The primary and secondary data collection was made use of the project work. Primary data:The Primary data was collected by conducting a sample survey through questionnaire in Spencers Hyper Mall and Vadodara Central Mall from customers. Secondary data:The Secondary data was collected from the website of www.marico.com and from related material available in books on the topic. Sample size

The researcher has taken sample of 60 respondents. The sample consists of both men and female using the Parachute coconut hair oil.

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Sampling Method

The sample selection technique adopted for getting the 60 questionnaire filled was Simple Random Sampling Technique and Purposive Sampling.

DATA ANALYSIS

ANALYSIS Table 1: Table showing the frequency distribution of gender of the respondents.

Gender Male Female Total

Frequency Percentage 45 15 60 75 25 100

Figure 1: Figure showing the frequency distribution of gender of the respondents.

Frequency

15 Male Female 45

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From the above pie chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 45 (75%) are male and remaining respondents i.e. 15 (25%) are female.

Table 2: Table showing the frequency distribution of age of the respondents.

Age 21-25 26-30 31-35

Frequency Percentage 4 22 20 6.7 36.7 33.3 23.3 100.0

36 and above 14 Total 60

Figure 2: Figure showing the frequency distribution of age of the respondents.

Chart Title
40 35 30 25 20 15 10 5 0 21-25 26-30 31-35 36 and above 4 6.7 22 20 14 Frequency Percent (%) 36.7 33.3 23.3

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From the above table it can be interpreted that that out of 60 respondents majority of the respondents i.e. 22 (36.7%) fall in the age group of 26 30 years of age, 20 respondents i.e. (33.3%) are in the age group of 31-35 years of age, 14 respondents i.e. (23.3%) are in the age group of 36 years and above, 4 respondents i.e. (6.7%) fall in the age group of under 21-25 years of age.

Table 3: Table showing the frequency distribution of level of income of the respondents.

INCOME LEVEL Upto 10000 10001-15000 15001-20000 20001 above TOTAL and 15 60

PERCENTAGE FREQUENCY (%) 15 20 10 25 33.33 16.67

25 100

Figure 3: Figure showing the frequency distribution of level of income of the respondents.

35 30 25 20 15 10 5 0 15 25

33.33 25 20 16.67 10 15 FREQUENCY PERCENTAGE (%)

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From the above table it can be interpreted that out of 60 respondents majority of the respondents i.e. 22 (36.7%) fall in the age group of 26 30 years of age, 20 respondents i.e. (33.3%) are in the age group of 31-35 years of age, 14 respondents i.e. (23.3%) are in the age group of 36 years and above, 4 respondents i.e. (6.7%) fall in the age group of under 21-25 years of age.

Table 4 : Table showing the frequency distribution of occupation of the respondents.

Occupation Student Service Business Other Total

Number 11 18 14 17 60

Percentage 18.34 30 23.33 28.33 100

Figure 4: Figure showing the frequency distribution of occupation of the respondents.

30 30 25 20 15 10 5 0 Student Service Business 18.34 18 14 11 23.33 17

28.33

Number Percentage

Other

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From the above table, it can be interpreted that out of 60 respondents a majority of the respondents i.e. 18 (30%) are holding a service occupation with them, and other respondents i.e. 11(18.34%) are student occupation with them, and other respondents i.e. 14(23.33%) are business occupation, and other respondents i.e. 17(28.33%) are other occupation.

Table 5: Table showing the frequency distribution of years of experience of the respondents in using the Parachute Coconut Hair Oil.

No. of Years of Frequency Percentage Experience Less than 5 years 6 to 10 years 11 years and above Total 37 10 13 60 61.67 16.67 21.66 100

Figure 5: Figure showing the frequency distribution of years of experience of the respondents in using the Parachute Coconut Hair Oil.

70 60 50 40 30 20 10 0 37

61.67

Frequency 21.66 16.67 10 13 Percentage

Less than 5 years

6 to 10 years

11 years and above

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From the above table, it can be interpreted that out of 60 respondents a majority of the respondents have an experience of less than 5 years i.e. 37 respondents (61.67%), 13 respondents i.e. (21.66%) have an experience of 11 years and above, and 10 respondents i.e. (16.67%) fall under the category of 6 to 10 years of experience. Table 6: Table showing the frequency distribution of educational qualification of the respondents. Education Higher Secondary Education Graduation Post Graduation Diploma Industrial Training Institute Total Frequency Percentage 5 26 16 8 5 60 8.33 43.34 26.67 13.33 8.33 100

Figure 6: Figure showing the frequency distribution of educational qualification of the respondents.

45 40 35 30 25 20 15 10 5 0

43.34

26

26.67 16 13.33 8

8.33 5

8.33 5

Frequency Percentage

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From the above table, it can be interpreted that out of 60 respondents a majority of the respondents i.e. 26 (43.34%) are holding a graduate degree with them, 16 respondents i.e. (26.67%) holding Post Graduation degree with them, 8 respondent i.e. (13.33%) have completed diploma education, 5 respondents i.e. (8.33%) have completed Industrial Training Institute and 5 respondent i.e. (8.33%) have completed higher secondary education.

Table 7 : Table showing the frequency distribution of respondents awareness about Parachute Hair Oil.

Particulars Yes No Total

Number 56 4 60

Percentage 93.33 6.67 100

Figure 7: Figure showing the frequency distribution of respondents awareness about Parachute Hair Oil.

93.33 100 90 80 70 60 50 40 30 20 10 0 Number Percentage 4 6.67 56 Yes No

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 56 (93.33%) are yes and remaining respondents i.e. 04 (6.67%) are not aware about the Parachute Hair Oil.

Table 8: Table showing the frequency distribution of responses on media that respondent came across the parachute hair oil advertisement.

Particulars Television Newspaper Radio Magazines Billboard Total

Number 20 15 10 5 10 60

Percentage 33.34 25 16.66 8.34 16.66 100

Figure 8: Figure showing the frequency distribution of responses on media that respondent came across the parachute hair oil advertisement.

35 30 25 20 15 10 5 0

33.34 25 20 15 16.66 10 5 8.34 16.66 10 Number Percentage

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From the above table, it can be interpreted that out of 60 respondents a majority of the respondents i.e. 20 (33.34%) are holding a television with them, and other respondents i.e. 15(25%) are newspaper with them, and other respondents i.e. 10 (16.66%) are radio, and other respondents i.e. 05 (8.34%) are magazines, and other respondents i.e. 10 (16.66%) are billboard. Table 9: Table showing the frequency distribution of response on media that advertises parachute hair oil is the most attractive and convenient.

Particulars Television Newspaper Radio Magazines Billboard Total

Number 30 21 3 5 1 60

Percentage 50 35 5 8.33 1.67 100

Figure 9: Figure showing the frequency distribution of response on media that advertises parachute hair oil is the most attractive and convenient.

50 50 45 40 35 30 25 20 15 10 5 0

35 30 21 8.33 1 1.67 Number Percentage 5 5

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From the above table, it can be interpreted that out of 60 respondents a majority of the respondents i.e. 30 (50%) are holding a television with them, other respondents i.e. 21(35%) are newspaper, other respondents i.e. 3(5%) are radio, other respondents i.e. 5(8.33%) are magazines, other respondents i.e. 1(1.67%) are billboard.

Table 10: Table showing the frequency distribution of responses on observing the parachute hair oil advertisement on T.V.

Particulars Yes No Total

Number 38 22 60

Percentage 63.33 36.67 100

Figure 10: Figure showing the frequency distribution of responses on observing the parachute hair oil advertisement on T.V.

70 60 50 40 30 20 10 0 Number 22 38

63.33

36.67

Yes No

Percentage

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 38 (63.33%) are yes and remaining respondents i.e. 22 (36.67%) are not seen in T.V.

Table 11: Table showing the frequency distribution of responses on preferring most in the TV advertisement of parachute hair oil.

Particulars Brand image Brand Ambassador Product user Advertising theme Total detail

Number 20

Percentage 33.33

12

20

11

18.33

17 60

28.34 100

Figure 11: Figure showing the frequency distribution of responses on preferring most in the TV advertisement of parachute hair oil.

35 30 25 20 15 10 5 0 20

33.33 28.34

20 12

18.33 11

17

Number Percentage

Brand image

Brand Ambassador

Product detail user

Advertising theme

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 20 (33.33%) are brand image, other respondents i.e. 12(20%) are brand ambassador, other respondents i.e. 11(18.33%) are product detail user, other respondents i.e. 17(28.34%) advertising theme.

Table 12 : Table showing the frequency distribution of responses on advertisement message is understandable.

Particulars Strongly agree Somewhat Agree Neither Somewhat Disagree Strongly Disagree

Number 31 12 10 5 2

Percentage 51.66 20 16.67 8.33 3.34

Figure 12: Figure showing the frequency distribution of responses on advertisement message is understandable.

60 50 40 30 20 10 0

51.66

31 20 12 16.67 10 Number 2 3.34 Percentage

8.33

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 31 (51.66%) are strongly agree, other respondents i.e. 12(20%) are somewhat agree, other respondents i.e. 10(16.67%) are neither, other respondents i.e. 5(8.33%) are somewhat disagree, other respondents i.e. 2(3.34%) are strongly disagree.

Table 13 : Table showing the frequency distribution of responses on advertisement seems realistic and its message is relevant.

Particulars Strongly agree Somewhat Agree Neither Somewhat Disagree Strongly Disagree Total

Number 28 18 8 4 2 60

Percentage 46.67 30 13.33 6.66 3.34 100

Figure 13 : Figure showing the frequency distribution of responses on advertisement seems realistic and its message is relevant.

50 45 40 35 30 25 20 15 10 5 0

46.67

28 18

30

13.33 8

6.66

Number 2 3.34 Percentage

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 28 (46.67%) are strongly agree, other respondents i.e. 18(30%) are somewhat agree, other respondents i.e. 8(13.33%) are neither, other respondents i.e. 4(6.66%) are somewhat disagree, other respondents i.e. 2(3.34%) are strongly disagree.

Table 14: Table showing the frequency distribution of responses on effect of advertisement on purchasing the product.

Particulars Strongly agree Somewhat Agree Neither Somewhat Disagree Strongly Disagree Total

Number 23 19 13 4 1 60

Percentage 38.33 31.67 21.66 6.67 1.67 100

Figure 14: Figure showing the frequency distribution of responses on effect of advertisement on purchasing the product.

40 35 30 25 20 15 10 5 0

38.33 31.67 23 19 21.66 13 4 6.67 1 1.67 Number Percentage

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 23 (38.33%) are strongly agree, other respondents i.e. 19(31.67%) are somewhat agree, other respondents i.e. 13(21.66%) are neither, other respondents i.e. 4(6.67%) are somewhat disagree, other respondents i.e. 1(1.67%) are strongly disagree.

Table 15: Table showing the frequency distribution of responses on brand ambassador of Parachute hair oil.

Particulars M.S.Dhoni Anushka Sharma Rani Mukherjee Yuvraj Singh Don't know Total

Number 12 15 4 6 23 60

Percentage 20 25 6.66 10 38.34 100

Figure 15: Figure showing the frequency distribution of responses on brand ambassador of Parachute hair oil.

40 35 30 25 20 15 10 5 0 12 20 15 10 4 6.66 6 25

38.34

23

Number Percentage

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 23 (38.34%) are dont know, other respondents i.e. 12(20%) are M.S.Dhoni, other respondents i.e. 15(25%) are Anushka Sharma, other respondents i.e. 4(6.66%) are rani mukherjee, other respondents i.e. 6(10%) are yuvraj singh, other respondents i.e. 23(38.34%) are dont know.

Table 16: Table showing the frequency distribution of respondents observation on print advertisement of parachute hair oil.

Particulars Yes No Total

Number 39 21 60

Percentage 65 35 100

Figure 16: Figure showing the frequency distribution of respondents observation on print advertisement of parachute hair oil.

70 60 50 40 30 20 10 0 Number 21 39

65

35

Yes No

Percentage

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 39 (65%) are yes, other respondents i.e. 21(35%) are not seen the print advertisement.

Table 17: Table showing the frequency distribution of respondents liking factor in the advertisement of the parachute hair oil.

Particulars Symbol Logo Colors Theme Total

Number 16 12 19 13 60

Percentage 26.67 20 31.66 21.67 100

Figure 17: Figure showing the frequency distribution of respondents liking factor in the advertisement of the parachute hair oil.

35 30 25 20 15 10 5 0 Symbol Logo 16 12 26.67 20

31.66

21.67 19 Number 13 Percentage

Colors

Theme

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 19 (31.66%) are colors, other respondents i.e. 16(26.67%) are symbol, other respondents i.e. 12(20%) are logo, other respondents i.e. 13(21.67%) are theme.

Table 18: Table showing the frequency distribution of respondents preference for different brands while purchasing product in retail store.

Particulars Always Sometimes Never Total

Number 31 21 8 60

Percentage 51.67 35 13.33 100

Figure 18: Figure showing the frequency distribution of respondents preference for different brands while purchasing product in retail store.

60 50 40 30 20 10 0

51.67

35 31 21 13.33 8 Number Percentage

Always

Sometimes

Never

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 31 (51.67%) are always, other respondents i.e. 21(35%) are sometimes, other respondents i.e. 8 (13.33%) are never.

Table 19: Table showing the frequency distribution respondents identification about Parachute Oil.

Particulars Colors Packing shape Name Logo Total

Number 2 14 27 17 60

Percentage 3.34 23.33 45 28.33 100

Figure 19: Figure showing the frequency distribution respondents identification about Parachute Oil.

45 45 40 35 30 25 20 15 10 5 0 Colors Packing shape Name Logo 2 3.34 14 27 23.33 17 Number Percentage 28.33

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From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 27 (45%) are name, other respondents i.e. 2(3.34%) are colors, other respondents i.e. 14(23.33%) packing shape, other respondents i.e. 17(28.33%) are logo.

Table 20: Table showing the frequency distribution of respondents preference of Parachute Coconut Hair Oil over other competitors products.

Particulars Will buy the other brand Will buy parachute hair oil Total

Number 27

Percentage 45

33 60

55 100

Figure 20: Figure showing the frequency distribution of respondents preference of Parachute Coconut Hair Oil over other competitors products.

60 50 40 30 20 10 0 Number 27 33 45

55

Will buy the other brand Will buy parachute hair oil

Percentage

From the above chart it can be interpreted that out of 60 respondents majority of the respondents i.e. 33 (55%) are will buy parachute hair oil, and other respondents i.e. 27(45%) are will buy the other brand of oil.
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FINDINGS & OBSERVATIONS

Majority of the Respondents i.e. 45 (75%) Are Male and Remaining Respondents i.e. 15 (25%) Are Female.

Majority of the Respondents i.e. 22 (36.7%) Fall In The Age Group Of 26 30 Years Of Age.

Majority of the Respondents i.e. 22 (36.7%) Fall In The Age Group Of 26 30 Years Of Age.

Majority of the Respondents i.e. 18 (30%) Are Holding A Service Occupation With Them.

Majority of the Respondents Have an Experience of Less Than 5 Years i.e. 37 Respondents (61.67%).

Majority of the Respondents i.e. 26 (43.34%) Are Holding A Graduate Degree With Them.

Majority of the Respondents i.e. 56 (93.33%) Is Yes and Remaining Respondents i.e. 04 (6.67%) Are Not Aware About The Parachute Hair Oil.

Majority of the Respondents i.e. 20 (33.34%) Are Holding A Television With Them. Majority of the respondents i.e. 30 (50%) are holding a television with them. Majority of the respondents i.e. 38 (63.33%) are yes and remaining respondents i.e. 22 (36.67%) are not seen in T.V.

Majority of the respondents i.e. 20 (33.33%) are brand image preferring most in the TV advertisement of parachute hair oil.
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Majority of the respondents i.e. 31 (51.66%) are strongly agree for advertisement message is understandable.

Majority of the respondents i.e. 28 (46.67%) are strongly agree for advertisement seems realistic and its message is relevant.

Majority of the respondents i.e. 23 (38.33%) are strongly agree on effect of advertisement on purchasing the product.

Majority of the respondents i.e. 23 (38.34%) are dont know on brand ambassador of Parachute hair oil.

Majority of the respondents i.e. 39 (65%) are yes, other respondents i.e. 21(35%) are not seen the print advertisement.

Majority of the respondents i.e. 19 (31.66%) are liking factor in the advertisement of the parachute hair oil colors.

Majority of the respondents i.e. 31 (51.67%) are always preference for different brands while purchasing product in retail store.

Majority of the respondents i.e. 27 (45%) are name identification about Parachute Oil. Majority of the respondents i.e. 33 (55%) are will buy parachute hair oil.

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LIMITATIONS OF THE STUDY

The research has been conducted in only two malls, therefore the instruments may be reliable and verified, but the results may not be generalized to the other.

The tool being a questionnaire, there could be chances that the personal biases of the respondents may come into picture while answering to the questions.

The data collected through questionnaire were the primary source; hence whatever information is collected through the tool from respondents has been assumed to be fact full and true.

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SUGGESTIONS

Having done a detailed study of the consumer markets of Vadodara regarding Parachute Hair Oil, under this project work we would like to make the following suggestions for the improvement in the total market share as well as increasing the impact of advertisement on brand promotion of

parachute coconut

hair oil in markets of Vadodara, with special reference to the promotional

activities undertaken by the company.

It is observed from the survey that although the impact of advertisement on brand promotion of parachute coconut hair oil is reasonably high but a majority of people are aware about it through the medium of T.V. I would like to suggest that the company should look into the matter and should promote the product through various other media vehicles like Billboards & Newspapers which can help to increase the awareness level of the product in the areas where T.V. cannot succeed as a media vehicle.

It is observed that most of the people are disagreeing to the fact that the advertise of Parachute Hair Oil is better than other Hair Oil advertises. I would like to suggest that the company should take some initiatives regarding the advertising theme to make it more likable for the people as it can prove to be very effective in increasing the impact of advertisement on brand promotion of parachute coconut hair oil the product.

As we can make out from the survey that most of the people in the markets of Vadodara are brand switchers & are not loyal to a particular brand as they look for a different brand every time. I would like to suggest that the company should take certain initiatives to retain the customers loyalty for Parachute Hair Oil.

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CONCLUSION

As we all know that the market condition for any goods or service is becoming more and more competitive now-a-days. In order to survive in this marketing condition a company must have a competitive advantage. Analyzing the impact of advertisement on brand promotion of parachute coconut hair oil the product is the most useful technique to

know for a company where its product stands.

Analyzing the impact of advertisement on brand promotion of parachute coconut hair oil of a product in a particular market helps the company to know the total market share of its product in that market.

I hereby conclude that the analysis of impact of advertisement on brand promotion of parachute coconut hair oil has proved to be very effective to know the advertisement level of the product in the markets of vadodara as well as to know about customers loyalty for that brand & their ability to recognize & recall it.

The study to analyze the impact of advertisement on brand promotion of parachute coconut hair oil also draws the conclusion that advertisement of the product in the

market among customers is high but using various other media vehicles Newspapers & Billboards to promote the product can help to increase the awareness level of the product.

The study concludes that most of the people look for a different brand while purchasing a product from a retail store. People here are frequent brand switchers and not brand loyal.

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BIBLIOGRPHY

1. Marketing Management 2. Strategic Brand Management 3. www.ingenads.com 4. www.marico.com 5. Annual Report of Marico Ltd.

- PHILIP KOTLER - KEVIN LANE KELLER

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ANNEXURE

Gender:

Male

Female

Age:

21 25 Yrs

26-30 Yrs

31-35 Yrs

36 and Above

Monthly Income:

Upto 10000

10001-15000

15001-20000

More than 20000

Occupation:

Student

Service

Business

Other

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Q.1

Are you aware about Parachute Hair Oil?

Yes

No

Q.2

If Yes, then in which media did you come across the Parachute Hair Oil Advertisement? Television Newspaper Radio

Magazines

Billboard

Q.3

Total number of experience in using Parachute Coconut Hair Oil? Less than 5 years ( ) 6 to 10 years ( )

11 years and above ( )

Q.4

Which media that advertises Parachute Hair Oil is the most attractive and

convenient according to you?

Television

Newspaper

Radio

Magazines

Billboard

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Q.5

Have you seen the Parachute Hair Oil advertisement on T.V.? Yes No

Q.6

What do you like the Most in the TV advertisement of Parachute Hair Oil?

Brand image Product detail user

Brand Ambassador Advertising theme

Q.7

Please rate the following on the basis of product features advertised on T.V?

Strongly Agree -1, Somewhat Agree -2, Neither-3, Somewhat Disagree -4, Strongly Disagree -5

Advertisement Features The ad message is understandable The ad seems realistic The ad message is Relevant to you. The benefits described in ad are believable to you. After viewing ad you would consider

purchasing the product. This ad is better than other ads for product in this product category.

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Q.8

Who is the brand ambassador for Parachute Hair Oil? Anushka Sharma Do not know Rani Mukherjee

M.S. Dhoni Yuvraj Singh

Q.9

How favorable is your attitude towards the credibility of the celebrity?

1 - Very Favorable, 2 - Favorable, 3 - Neutral, 4 - Unfavorable 5 - Very Unfavorable

Attributes Knowledgeable Trustworthy Likeable Attractive Expertise

Q.10 Have you seen the print advertisement of Parachute Hair Oil? Yes No

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Q.11 What do you like the most in the advertisement of the Parachute Hair Oil?

Symbol Colors

Logo Theme

Q.12 Do you look for different brands while purchasing product in Retail store? Always Never Sometimes

Q.13 How do you recognize Parachute Hair Oil from the shelf of the Retail store?

Colors

Packing shape

Name

Logo

Q.14 If you have made up your mind to buy the other brand of product because of its advertisement and if you find attractive display of Parachute Hair Oil, What will you do?

Will buy the other brand

Will buy Parachute Hair Oil

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Q.15 Please tick the media which according to you should be used most frequently?

1- Most frequently

2- Frequently

3- Less frequently

Media T.V Newspaper Billboard Magazine Internet

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