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									College of Computer & Management studies, Vadu.   1
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                        ABOUT THE FIRM

       It was some fifty years ago that a group of like-minded people got
together with an aim to revolutionize the timber and plywood industry. A
vision to offer the finest gave birth to Horizons Lamkraft Pvt.Ltd, which is
an ISO 9001: 2000 certified company for its management systems. It has
been offering newer, better and most preferred products year after year.
SIGNATURE premium laminates are the latest offering of the company to
its valued consumers.

       The company has a different attitude to the quality of its products. It
feels that quality in a product is not what the supplier puts in. It is what the
customer gets and willingly pays for. Customer always pays for what is
useful to him and gives him the value of his money. Nothing else constitutes
quality. That is why the company concentrates on quality, keeping in mind
the requirements of the valued customers.




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Jitendrakumar V. Bhavani
                          INTRODUCTION

     HORIZONS LAMKRAFT PVT. LTD. is one of the leading
manufacturers of decorative and industrial laminates in India. It has
the most modern plant and machinery from well known
manufacturers. The design papers are sourced from leading
Japanese and European printers. The stainless steel plates used by
the company are imported from well-known German and Italian
manufacturers.

     The company is backed buy\y a team of well-experienced
personnel in the field production, R & D, QC and Marketing. This
team is supported by our dedicated work force.

     We have an installed capacity to manufacture over 1,00,000
sheets per month.

     At HORIZONES we are known for our adherence to schedules.
You will get what you need and precisely when you need it.




College of Computer & Management studies, Vadu.                     3
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                              LOCATION

    REGISTERED OFFICE

                     603, Silicon Tower,
                     Behind Samartheshwar Mahadev Mandir,
                     Law Garden, Off. C.G. Road,
                     Ahmedabad - 3800 006
                     Gujarat (India)

              Fax: +917930072554

              Res. 91-079-32511255

              Email: vn_signature@ricmail.com
                    mktg@signaturelam.com


    FACTORY

                    246-247 kanera Sarsa Road,
                    Nr. Bareja, Opp. IOC Depot,
                    IOC Depot,
                    Dist. Kheda,
                    Village-Kanera - 387540.
                    Gujarat (India)


           Email: info@signaturelam.com




College of Computer & Management studies, Vadu.             4
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PRODUCT          PLANNING BEFORE ADVERTISEMENT

     Product planning is the process of determining that line of products
which can secured maximum net realization from the intended markets. It is
an “Act of marketing in supervising the search, screening and development
new product.


      At Signature Laminates The marketing division set up a team which
looks in to the need of customer. They prepare a set of questionnaires which
they present before the general public who give their response on the need or
the deficiency in the supply of oil and food.


       Signature Laminates Has tried their level best in planning their
product for its better marketing and advertisement they used to plan their
products for advertisement in such a way that its pre-planned activities of
advertisement can directly impact on its customer, staff of Signature
Laminates are spending proper time in deciding the product and way of its
better advertisement, which helps the product to reach the customer.




College of Computer & Management studies, Vadu.                            6
Jitendrakumar V. Bhavani
         PRODUCT           LINE IN ADVERTISEMENT

              Product liner group of products that are closely related because
they perform a similar function and are sold to the same customer and are
marketed through the same channel of the distribution line, or make a with
particular price range.


      To make decision in the product line, the management has to acquire
to main type of information. They are,

 The management should aware about the sales of the various product and
  distribution and profit each item in the same line should be carried out.

 They must be known to their products and should compare their products
   line strategy with competitor’s products line. But at Signature Laminates
   the decision regarding various lines is not possible because it is private
   unit.




College of Computer & Management studies, Vadu.                             7
Jitendrakumar V. Bhavani
         ADVERTISEMENT AND SALES PROMOTION

    Advertisement
        Advertisement is multi dimensional activity. It is a mega-business by
itself. Almost Rs. 5000 core worth of advertisement is done per annum in
India.

    Definition
    These days advertisement regard as any paid form of non personal
communication of ideas, goods and services by and identified sponsor.

      Advertisement and marketing mix.

    Product

      Advertisement makes us aware about product improvements and
innovation.

    Price

       Price is the value offered in exchange of product in terms of money.
Price and quality are interrelated. A premium product is high price and
quality product. Pricing strategies can be skimming or penetrative. In
skimming strategy, we charge a lower price initially to cover product
development cost. Once competition enters the market, the price is reduced.
In penetrative strategy we charge a lower price initially to penetrate the
market deeply.

    Place distribution
      All advertisement decisions are coordination with distribution
decisions, because advertising creates demand, and if the product is not
available, it wastage of advertising budget.


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    Promotion
     Advertising is used with personal selling, public relation, direct
marketing and sales promotion.

      Relation of product advertising to product life cycle.




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                      TYPES OF ADVERTISING
a. Informative advertising
       It builds up and initial demand for the new product at the introduction
stage. It is basically for awareness and availability of the product.


b. Persuasive advertising
      It aims at building up the demand for a specific product in growth and
maturity stage.

c. Reminder advertising
      It aims at strengthening the previous promotional activity by keeping
brand name before the eye for the public in maturity stage as well as in
declining stage.




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                          TYPES OF APPEALS
a. Rational appeals
      There are direct towards the thinking faculty of the audience. Like
high quality, low price , performance, and ease of use.

b. Moral appeals
      Moral appeals are directed to the audience’s sense of what is right and
proper. The good theme interesting, creditable, true and complete.

c. Emotional appeals
      Here the agitated of excited state of mind prompts us to purchase. We
act with our heart. Two types positive (love, prestige, joy, mother’s love)
and negative emotional appeals (fear, warning)


      5m of advertisement of Signature Laminates

 I. Mission (advertising goals)
           To increase the demand for the product.

           The building of a “brand image” in a competitive market.

           Advertising improves profitability in a less tangible way by
            creating goodwill for the firm.

           It must reach to a particular audience in order to be effective.




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II. Money (budget)
         In advertising budget, whatever amount company spends on
   advertising, it should recover that amount within a year. Signature spend 4%
   of overall turnover on advertising, and marketing. Expenditure is 3-4 of
   overall turnover.

         Now let’s consider some factors:-

              Stage in PLC: Signature Laminates is established brand since
              2003

              So it may require higher budget comparatively new brands.


III. Competition
         Signature Laminates has competition from domestic (Moti-Silicon-
   Olympic). All these company spend lot of money in advertisement. So
   Signaturel should also spend some amount on advertising.

IV. Message:

       The main message of Signature Laminates is “I M COMPLETE
   WITH U.”


V. Media types and measurement
         Television, news papers, magazines, hoarding, wall paintings, poster
   and internet. In measurement we analysis sales impact and effectiveness of
   communication.




   College of Computer & Management studies, Vadu.                          12
   Jitendrakumar V. Bhavani
           IMPORTANCE              OF ADVERTISEMENT


      Advertisement is just one of many types of information employee by
consumers that may ultimately shape their wants, attitudes, predisposing and
purchase of a particular product.

      The goals of advertisement are:

 To increase demand for the product.
 To build brand image of a product in a competitive market.
 Most firms have their output and advertisement can do much to minimize
    such fluctuation.
 It is considered that advertisement improves profitability in less tangible
    way by creating goodwill for the firm.


      In developing an advertisement programme, marketing manager must
always start identifying the target market and buyer motive. Then they
proceed to make the 5 major decisions in developing an advertisement
programme known as 5M’s,

 What is the advertising objective? (Mission)
 How much can be spend? (Money)
 What message should be send? (message)
 What media should be used? (Media)
 How should the results be evaluated? (Measurement)




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                  EXPENSES           ARE AS UNDER


                       TOTAL PROMOTION EXPENSIS
                             (3%OF SALES)




      Advertising                                         sales promotion
      (2% of sales)                                        (1% of sales)




  Press               TV.        Cinema           radio
  40%                 15%         15%              30%



       Among all tools of promotion advertisement is given the prime
importance by Signature. That can be seen from the above chart. More
streets is put on Press. Radio media is also given importance.




College of Computer & Management studies, Vadu.                             14
Jitendrakumar V. Bhavani
                   NATURE OF RESEARCH

        Marketing research is the systematic, objective, and exhaustive
search for any study of the relevant to problem in the field of marketing.
                                                                     -   Crisp
R.D.

       Marketing research is the systematic recording and analyzing of data
about problem relating to marketing.

Association
      Research can be defined as the systematic gathering recording
analyzing of data, and relating to the marketing of good and services

       There are two types of research; basic research is that research which
is intended to expand the body of knowledge foe the use of others. Applied
research is a carried out for solving of a particular problem or for giving
specific decision. Also applied research is a kind of survey. The research for
advertisement effectiveness Signature Laminates is applied research.




College of Computer & Management studies, Vadu.                            15
Jitendrakumar V. Bhavani
                    OBJECTIVES OF RESEARCH

1) To view the market share of Indian Laminates market.

2) To study the effectiveness of advertisement of Signature Laminates.

3) To know consumer preference for various promotional schemes of
   Signature Laminates.

4) To know current consumer states for Signature Laminates.

     To identify the most effective media for advertisement of Signature
                                  Laminates.




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                      Research methodology.
Area of the study: The are of the study is Kalol.

Sample size:
      The size of sample taken for the study in 60 respondents (50
consumers and 10 retailers.)

 SL NO.        Respondent         NO. OF REPONDENT
1          Consumer                       50
2          Retailer                       10
3          Total                          60

Sampling method

       Respondent are selected by convenient sampling method

Sampling instruments
       Questionnaire for consumer and retailers

Sampling unit

    Individual Data source

              We have collected both types of data, primary as well as
secondary data.

             i. Secondary data.

                     Company reports
                     Internet surfing
                     Old survey reports


             ii. Primary data.

                     Questionnaire
                     Interview


College of Computer & Management studies, Vadu.                          17
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                     ADVERTISEMENT BUDGET

     There are 5 specific factors to consider while setting the advertisement
budget. They are,

                  Stage in the product life cycle.
                  Market share and consumer base.
                  Competition and clutter.
                  Advertising frequency.
                  Product substitutability.

      There are various method for setting advertisement budget. It differs
from company to company. Some of the methods are as follow,

   1.   Percentage of sales or percentage of group’s margin.
   2.   All you can afford.
   3.   Competitive parity method.
   4.   Objective and task.

      Here the Signature Laminates Are fixing their budget as per the
decision of the board of director are as per the advertisement required for the
product awareness.


     Year                   Sales in lacs                 Advertisement
   2005-2006                     40.6                          2,00,000
   2006-2007                     45.2                          3,25,000
   2007-2008                     49.4                          3,75,000
   2008-2009                     55.3                          4,00,000




College of Computer & Management studies, Vadu.                             18
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                   ADVERTISEMENT STRATEGY

       The end product of advertising is planning and creative strategy and
its execution in the form in which an advertise appears. There are various
among the media like radio out door media etc. the seed of the advertisement
message are to be found in the purchase proposition. The success of failure
of the message as measured by the audience has offer not merely in the
terms of product quality and characteristics but more as to their relevance to
the requirement and mental make up.

      According to lack of the product which type of consumer has to face
by company such strategy is use.




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College of Computer & Management studies, Vadu.   20
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            RESPONDENT             OF ADVERTISEMENT
       There are various modes through which company can advertise its
product. Customer also bran user choose the product through the various
sorts brand users choose the product through the various sorts of advertising
media only. The following table show the various mode of India for product
advertisement which is adopted by this unit. Table showing media for
advertisement where respondent find advertisement
No.               Particulars            No of respodent         In %
 1      Television                              100               100
 2      News paper                              83                83
 3      Magazine                                25                25
 4      Hoardings                               25                25
 5      Radio                                   22                22
 6      Theatre                                  8                 8
 7      Poster                                  36                36
 8      City bus tin plates                      4                 4
 9      Pamphlets                                9                 9
 10     Well paintings                           7                 7
 11     Banner                                   6                 6
 12     Internets                                1                 1

           The above table shows the different types of media advertising,
which are displayed for various products. From above table we find
advertisement in TV. And news papers are more effective media source for
advertisement.

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College of Computer & Management studies, Vadu.                            21
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 TABLE SHOWING THE TIMINGS OF WATCHING TELEVISION



no              particular                   No. of                 In
                                           Respondent               %
 1    In the morning                                9               9%
 2    At afternoon                                 14               14%
 3    In the evening                               27               27%
 4    At night                                     30               50%



       Generally advertisement should be displayed on TV. At that time
where people are watching more TV. From above table we can come to
know the time of watching TV. By people. So a company can give its
advertisement in that relevant manner. Advertisement should be shown on
TV. During night time, as more people are watching at night time. So to
create product awareness, a company should select the timings according to
it.


           35
                                                         30
           30     Respondent                  27
           25     %
           20
                                14
           15
                   9
           10
            5                        14%           27%        50%
                           9%
            0
                       1             2             3          4




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     TABLE SHOWING ADVERTISEMENT IN NEWS PAPER

 No                     Particular                           No .of                 In
                                                           Respondent
 1     Sandesh                                            41                  41%
 2     Gujarat samachar                                   33                  33%
 3     Time of India                                      10                  10%
 4     Economic times                                     6                   6%
 5     Finance express                                    4                   4%
 6     Ad. Marketing management                           6                   6%


       Today news paper is more effective for advertisement. Every one
 reads new paper everyday, sop company should possess an effective print
 media that is news paper. So news paper is important tool for product
 awareness.




50     41
40                 33
30
20                       10                     6          44%       6
10      41%          33% 10%                     6%                   6%
 0
                                                                    Ad. Marketing
                                                          express
                                                          Finance
                                               Economic
                               Time of India
         Sandesh




                                                                    management
                   samachar
                     Gujarat




                                                times




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No       Particular                                           In %
1        A tool to create awareness                           2
2        A way to sale the product                            7
3        Demonstration of the product                         4
4        To introduce new product                             26
5        Product that create direct impact on people and it   1
         indices the people to use it once
6        For product publicity                                4
7        A way by which a common people know the product      1
         an it quality
8        An idea for earning money                            7
9        A media to pass company’s product to the customers   1
10       Propaganda of product                                2
11       Ti increase products demand                          1
12       A good business policy to attract people             36
13       Did not answer                                       8
 -       Total                                                100 %




College of Computer & Management studies, Vadu.                       24
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                                     Analysis
Consumer survey
Usage rate of particular brand

     Sr. no.           Brand name                No of             In percentage
                                              respondent
        1           Signature            50                    40
        2           Silicon              20                    20
        3           Olympic              08                    16
        4           Touchlam             04                    08
        5           Moti                 08                    16
                          Total                   50                   100


From the above data, we can know that vadilal has highest market of 40% than
come havmoer and pestangi having market share of 20% and 16% respectively.




                   Moti

     Touchlam                                          Signature



         Olympic

                              Silicon




College of Computer & Management studies, Vadu.                                25
Jitendrakumar V. Bhavani
Are you regular user of that brand?

Sr. no                Particular          No of              In percentage
                                          respondent
1                     Regular             31                 62
2                     Irregular           19                 38




                                  regularuty




              Irregular



                                                   Regular




      We cam find that in Laminate market regular users are in
more proportion to irregular. Mostly in case of Signature
Laminates, people show regularity in using laminates brands have
less regularity only because of brand image.




College of Computer & Management studies, Vadu.                          26
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WHICH FACTOR RESPONSIBLE FOR CHANGE?
Sr. no               Particular           No of             In percentage
                                          respondent
1                    Scheme               12                66.67
2                    ADS.                 05                27.78
3                    Friend               00                00
4                    Others               01                5.55
5                    Total                18                100


       Some factor result in irregularity of using laminates, which tends to
switch from nor brand to another brand. In those factors, schemes and ads.
Are most effective to induce brand switching. So we can learn that company
has to more emphasis on scheme and ads to win nonusers and customers of
other brands.




                          factores responsible for change


                70
                60
                50
                40
                30
                20
                10
                 0
                      Scheme         ADS.          Friend   Others
     In percentage     66.67         27.78            0      5.55




College of Computer & Management studies, Vadu.                           27
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WHICH F a c t o r s u s e f u l f o r r e g u l a r o r s t a b i l i z i n g ?

Sr. no               Factor                   No of              In percentage
                                              respondent
1                    Brand image              04                 13.33
2                    Good taste,              11                 36.67
                     freshness
3                    High quality             05                 16.67
4                    Germ decay,              07                 23.33
                     prevention
5                    Others                   03                 10
                              Total                  30                    100



               40
               35
               30
               25
               20
               15
               10
                5
                0
                    Brand       Good        High        Germ
                                                                   Others
                    image       taste,     quality     decay,
    In percentage   13.33       36.67       16.67      23.33          10




      Most factors which causes for good demand includes good taste,
freshness, high quality. Also brand image plays important role. So company
should concentrates, on high quality and good taste of laminates. One
important thing is that is that company should maintain quality of laminates
forever.




College of Computer & Management studies, Vadu.                                   28
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         WHICH M E D I A U S E T O E X P O S E ?
Sr. no              Media                         Respondents In percentage
          1         News paper                        00             41
          2         T.V.                              28             10
          3         Radio                             05              9
          4         Wall painting                     13             21
          5         Poster                            15             19
                              Total                   30            100


      There are end numbers of Medias to expose message to customers and
potential. T.V. and news papers are most useful media of ads. But
unfortunately, Signature Laminates not uses news paper, magazine as a
media to expose message. Television has highest weight age through which
makes aware customers with Signature Laminates.

     However, they also use in good proportion of wall painting and poster
which is most costly and having long effect media.




                             In
                       percentage
                        , Poster ,                              In
                          19, 19%                          percentage
                                                             , News
                       In                                  paper , 41,
                  percentage                                   41%
                     , Wall
                   painting , In                       In
                          percentage
                    21, 21%                      percentage
                           , Radio, 9,            , T.V., 10,
                               9%                     10%


                 News paper    T.V.      Radio    Wall painting   Poster




College of Computer & Management studies, Vadu.                               29
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Triabality of Signature Laminates

      Sr. no              Particular             No of     In percentage
                                              respondent
        1           Have use at list once         30            60
        2            Have not been use            20            40
                          Total                   50            100




                      Have use at list once




                                                            1
                                                            2




College of Computer & Management studies, Vadu.                       30
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Prospect purchase of Signature Laminates


      Sr. no                  Particular         No of         In percentage
                                              respondent
        1              Will buy                   31               62
        2              Will not buy               19               32
                                Total             50               100




               Will not buy




                                                    Will buy




      From the above figure, we can find that only 60% have use Signature
Laminates while 40% are unaware about Signature Laminates or have not
use Signature Laminates. Also from interview. It will reveals that brand
preference toward Signature Laminates.




College of Computer & Management studies, Vadu.                            31
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WHICH IS THE FACTOR RESPONSIBLE FOR LOW BRAND LOYALTY?

     Sr. no                    Factors              Respondents             In percentage
       1                Don’t like taste                14                      46.68
       2                High price                       1                       3.33
       3                Preference to other              7                      23.33
                        brand
        4               Not availability                    00                     00
        5               Not good scheme                     04                    13.33
        6               Others                              04                    13.33
                                Total                       30                     100



                                                                             50

                                                                             40

                                                                             30

                                                                             20

                                                                             10

                                                                             0
                         Don’t   High    Prefere  Not        Not
                                                                    Others
                         like    price   nce to availab i   good

        In percentage    46.68   3.33    23.33      0       13.33   13.33




      Data is most important for this research study. We can know reasons
having low brand image, brand loyalty and less demand.

      It is prove that people don’t like design and also give high preference
to other to other brands like Silicon, Touchlam, Olympic and Motilam etc.
also we can find that Signature Laminates has reasonable price and good
scheme because only one respondent has complained of high price who is
newly user of Motilam Laminates.



College of Computer & Management studies, Vadu.                                           32
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                LIMITATION OF THE RESEARCH
       During the process of this research a person comes across certain
restrictions, certain limitations. Some of these limitations are overcome
while some have to be overlooked for the smooth conduction of the research.
Some of the restriction which comes in my way during research are:-

    Limited number of questionnaire filled up by consumers.
    No right information by the people.
    Limited time period
    Inexperience was the another problem.
    We consider region Kalol

    ‘Target respondents are above 15 years.

    All the respondents could not fill their questionnaire on their own due
     to language problem.

    Finding of the study are based on the assumption that the respondents
     have given correct information

       In spite of the limitations a sincere effort has been put in to get the
relevant information and desired information. The final information may not
be in accordance to the actual situation due to these limitations.




College of Computer & Management studies, Vadu.                            33
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          SUGGESTIONS AND RECOMMENDATIONS
    At present Signature is not emphasizing on advertisement in any
     media.


    I would like to suggest the company to give more emphasis on the
     advertisements.


    Budget of the advertisement should be increased to a greater extent.


    Time duration of the AD”S should be made longer.


          Banners and hoardings are also suggested to increase the publicity
   of the brand and create the brand image.




College of Computer & Management studies, Vadu.                             34
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                              CONCLUSION

       Virtually, all business establishment, including large and small on
there objectives and resources

      Advertisement and sales promotion are most important tools to aware
customers about brand and also to improve image and demand of product as
well as company itself

      We understand that the retailers need support from the companies,
but the priority is fixed as the advertisement is on top, the promotional
schemes provided by the company is on second and the final they want is the
brand loyalty of the company. Or the product they are going to sales.

      Whew as advertisement offers a reason to buy, sales promotion offers
an incentive to buy.

         Signature Laminates is in good line and length in Laminates
   market. It has good policy. Sales promotion schemes are also
   comparatively effective. Currently, sales of Signature Laminates in
   Gujarat State in Rs. 800000 and rs 3900000 per month respectively. Sales
   growth is increasing day by day however it ahs to give more emphasis to
   advertisement in T.V. news papers, and other effective medias t create
   awareness and brand preference.




College of Computer & Management studies, Vadu.                         35
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                    QUESTIONNAIRES

Dear consumer,


        I am student of COLLEGE OF COMPUTER & MANAGEMENT
STUDIES, VADU. Undergoing project in HORIZONS LAMKRAFT
PVT. LTD. This questionnaire is intended to know about current
Advertising of the company and make it better to reach attain your
satisfaction level based on data collection from this survey.
           I expect your kind co-operation


Q-1 USAGE RATE OF PARTICULAR BRAND

   I.   Signature
  II.   Silicon
 III.   Olympic
 IV.    Touchlam
  V.    Motilam

Q-2 ARE YOU REGULAR USER OF THAT BRAND?
 I. Regular

II. Irregular


Q-3WHICH FACTOR RESPONSIBLE FOR CHANGE?

   I.   Scheme
  II.   Ads.
 III.   Friend
 IV.    Others


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Q-4 WHICH F A C T O R S U S E F U L F O R R E G U L A R O R
STABILI ZING?

   I.   Brand image
  II.   Good design
 III.   High quality
 IV.    Germ decay, prevention
  V.    Others


Q-5 E X P O S U R E O F A D S . O F S I G N A T U R E L A M I N A T E S

          I. Have seen ads of Signature Laminates
         II. Have not seen ads. Of Signature Laminates



Q-6 WHICH M E D I A U S E T O E X P O S E ?

          I.   News paper
         II.   T.V.
        III.   Radio
        IV.    Wall painting
         V.    Poster



Q-7 WHICH IS THE FACTOR RESPONSIBLE FOR LOW BRAND
LOYALTY?

          I.   Don’t like design
         II.   High price
        III.   Preference to other brand
        IV.    Not availability
         V.    Not good scheme



College of Computer & Management studies, Vadu.                           37
Jitendrakumar V. Bhavani
Q-8 IS THE ADVERTISING OF SIGNATURE IS EFFECTIVES?

   I.   Good
  II.   O.K.
 III.   Change is desired
 IV.    No idea



    Any suggestion or comments.
_____________________________________________________________
_____________________________________________________________




        THANK YOU FOR YOUR KIND CO-OPERATION.




College of Computer & Management studies, Vadu.             38
Jitendrakumar V. Bhavani
                              PERSONAL DETAIL
        1. Name:

        2. Age:

               I.<13
              II.13-20
             III.21-26
             IV. 27-45
              V. >46


        3. Gender:

        I. Male
       II. Female


        4. Qualification

        I.   Graduate
       II.   P.G.
      III.   Matriculate
      IV.    None


        5. Occupation

        I. Student
       II. Employee
      III. Business man
      IV. House wife




College of Computer & Management studies, Vadu.   39
Jitendrakumar V. Bhavani
        6. Monthly income


        I.   <5000
       II.   5000-10000
      III.   10000-20000
      IV.    >20000




College of Computer & Management studies, Vadu.   40
Jitendrakumar V. Bhavani
College of Computer & Management studies, Vadu.   41
Jitendrakumar V. Bhavani
                              Bibliography

      Books
           “marketing management” by Philip kotler.

           “marketing management” by G.C Beri

           research methodology by D.K. Bhattacharyya.



      Website

           www.signaturelam.com




College of Computer & Management studies, Vadu.           42
Jitendrakumar V. Bhavani

								
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