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8/10/2019 Advertising Between Top n Town and Disnshaw - Ashima Sultan
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8/10/2019 Advertising Between Top n Town and Disnshaw - Ashima Sultan
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CONSUMER PREFERENCE
A(( mar7#!,- $ar$ .! # %o,$*m#r1 So %o,$*m#r !$ a "#r) !mpora, p#r$o, o a
mar7##r1 Co,$*m#r /#%!/#$ .a o p*r%a$#' +or .om o p*r%a$#' .) o
3
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p*r%a$#' +rom .#r# o p*r%a$#' a,/ o. m*% o p*r%a$#1 I, or/#r o 0#%om# a
$*%%#$$+*( mar7##r' # m*$ 7,o. # (!7!,- or /!$(!7!,- o+ # %*$om#r$1 H# m*$
a($o 7,o. # !m# a,/ # 2*a,!) o+ -oo/$ a,/ $#r"!%#$' a %o,$*m#r ma) p*r%a$#'
$o a # ma) $or# # -oo/$ or pro"!/# # $#r"!%#$ a%%or/!,- o # (!7!,-$ o+ #
%o,$*m#r$1 Go,# ar# # /a)$ .#, # %o,%#p o+ mar7# .a$ (# # 0*)#r$ 0#.ar#
or .#, # mar7# .a$ ma!,() # $#((#r$ mar7#1 No. # .o(# %o,%#p o+
%o,$*m#r$ $o"#r#!-,) pr#"a!($1 T# ma,*+a%*r#r$ pro/*%# a,/ # $#((#r$ $#((
.a#"#r # %o,$*m#r (!7#$1 I, !$ $#,$#' 8%o,$*m#r !$ # $*pr#m# !, # mar7#91
A$ %o,$*m#r$' .# p(a) a "#r) "!a( ro(# !, # #a( o+ # #%o,om) (o%a(' ,a!o,a(
or !,#r,a!o,a(1 T# /#%!$!o, .# ma7# %o,%#r,!,- o*r %o,$*mp!o, 0#a"!or a++#%
# /#ma,/ +or # 0a$!% ra. ma#r!a($' +or # ra,$pora!o,' +or # 0a,7!,-' +or #
pro/*%!o,; #) #++#% # #mp(o)m#, o+ .or7#r$ a,/ /#p(o)m#, o+ r#$o*r%#$ a,/
$*%%#$$ o+ $om# !,/*$r!#$ a,/ +a!(*r#$ o+ o#r$1 T*$ mar7##r m*$ *,/#r$a,/
!$1
Preference a %o,%#p !, # $o%!a( $%!#,%#$' par!%*(ar() #%o,om!%$1 I a$$*m#$ a
r#a( or !ma-!,#/ %o!%# 0#.##, a(#r,a!"#$ a,/ # po$$!0!(!) o+ ra,7 or/#r!,- o+
#$# a(#r,a!"#$' 0a$#/ o, app!,#$$' $a!$+a%!o,' -ra!+!%a!o,' #,5o)m#,' *!(!)
#) pro"!/#1 Mor# -#,#ra(()' ! %a, 0# $##, a$ a $o*r%# o+ mo!"a!o,1 I, %o-,!!"#
$%!#,%#$' !,/!"!/*a( pr#+#r#,%#$ #,a0(# %o!%# o+ o05#%!"#$-oa($1
T# $*/) o+ # %o,$*m#r pr#+#r#,%# ,o o,() +o%*$#$ o, o. a,/ .) %o,$*m#r$
ma7# 0*)!,- /#%!$!o,' 0* a($o +o%*$#$ o, o. a,/ .) %o,$*m#r$ ma7# %o!%# o+
# -oo/$ #) 0*) a,/ #!r #"a(*a!o, o+ #$# -oo/$ a+#r *$#1 So +or $*%%#$$ o+
a,) %ompa,) or pro/*% promo!o, ! !$ "#r) ,#%#$$ar) o /#par !$ %o,%#,ra!o,
o.ar/$ %o,$*m#r pr#+#r#,%#1
COMPANY PROFILE : TOPN TOWN
Top N To., !%# %r#am !$ ma,*+a%*r#/ 0) M$1 Fr#$ +oo/ pro/*%$ L!m!#/1 I !$ a
par,#r$!p +!rm #$a0(!$#/ .! a,/ o05#%!"# o+ r*,,!,- a *,! ma,*+a%*r!,- !%#
4
http://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivation8/10/2019 Advertising Between Top n Town and Disnshaw - Ashima Sultan
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%r#am1 A(( !$ par,#r$ ar# .#(( #/*%a#/ a,/ #6p#r!#,%#/1 A(( # par,#r$ a"# a
ma5or $ar# !, # %ompa,)1
HISTORY OF THE ORGANISATION
M$1 Top N To., .a$ $ar#/ !, # )#ar 1 4#, #r# .a$ ,o #"#, a $!,-(# !%#
%r#am $op !, Bopa(1 T# !%# %r#am $a(# .a$ ro*- a.7#r$ @# a. a(a$ o,()
a oo o+ "#r) (o. 2*a(!)1 Mr1 BALCHAND KUKREJA a-#/ a0o* )#ar$ +#(
# !mpora,%# o+ -oo/ 2*a(!) !%# %r#am1 T#r#+or#' MADHU !%# %r#am +rom A-ra
.a$ 0o*- a,/ $o(/ ,am# Top N To., !, 0!#, mar7#' Bopa(1 T!(( # )#ar
#r# .a$ o,() o,# $op $#((!,- !%# %r#am ro*-o* Bopa(1 So' M$1 Top N To.,
0#%om#$ "#r) pop*(ar ro*-o* Bopa(1
Gra/*a(() # %omp#!!o, $ar#/' mor# a,/ mor# !%# %r#am .#r# 0ro*- a,/ $o(/ !,
Bopa(1 Soo, a+#r' VADILAL' K4ALITY' CREAMIE' #%1 E,#r#/ # !%# %r#am
mar7# a,/ # %omp#!!o, $ar#/1
M$1 Top N To., .!% .a$ $#((!,- MADHU I%# Cr#am $!(( ,o.' a/ o +a%# o*-
%omp#!!o, /*# o ,#. #,ra,$1 M$1 Top N To., .!% .a$ $#((!,- MADHU I%#
Cr#am +rom A-ra 0) # !m#' )o*,- $o,$ o+ Mr1 BALCHAND KUKREJA Mr1
PRAKASH a,/ Mr1 VIJAY $##!,- # o*- %omp#!!o, a,/ -ro.!,- mar7# +or !%#
%r#am +#( a, *r-#, ,##/ o+ a"!,- #!r o., !%# %r#am +a%or)1 So a mor# 0##r
2*a(!) o+ !%# %r#am .! mor# "ar!#!#$ o+ !%# %r#am
%a, 0# $#r"#/ o # %o,$*m#r$1
H#,%#' #) /#%!/#/ o p* *p o, a, !%# %r#am +a%or)1 A(( # ma%!,# .#r# +rom
M$1 Cap!a(
R#+r!-#ra!o, CO1P"1L/1N#. D#(! a,/ omo$!3#r' .!% !$ # r#ma!, par o+ !%#
%r#am !,/*$r) .a$ !mpor#/ +rom Ia()1 No. # pro0(#m %am# +or # 0ra,/ ,am#1
S!,%# # $op ,am# M$1 Top N To., .a$ 2*!# pop*(ar ro*-o* Bopa( #
)o*,- /!r#%or$ /#%!/#/ o %o,"#r # $op ,am# !,o pro/*%!o, +rom ma)' 1
A$ ! .a$ #6p#%#/' /*# o # -oo/ 2*a(!) a,/ mor# "#r!) # !%# %r#am 0#%am#
"#r) pop*(ar a,/ "#r) $oo, Top N To., pr#m!*m !%# %r#am .a$ a (#a/!,- !%# 0ra,/
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,am# !, # Bopa( o/a) !, mo$ # o#($' R#$a*ra,$' $op a,/ a marr!a-#
par!#$ Top N To., !%# %r#am !$ $#r"#/1
T#r# ar# a0o* pro/*%$ !, Top N To., par(or' ,am#()' p!$a.' $*,/a#' Ga)
(or/' D!, $o.$' Va,!((a' Va/!(a(' +#a$ Coo$#0(# pro/*%$' +#. o+ ,o, # !%# %r#am
pro/*%$ ar# %oo$# 0) # %o,$*m#r 0#%a*$# # pro/*%$ ar# $a,/ar/ .! %*p$'
%o,#$ a,/ 0r!%7$1
D!,$a.$ Da!r) Foo/$ @P L/1 !$ a Maara$ra Ba$#/ Compa,) S!*a#/ !, Na-p*r1
D!,$a.$ A!m$ o pro"!/# )-#,!% Pro/*%$ o !$ %*$om#r$ a a, a++or/a0(# Pr!%#1
Ha"!,- Mor# a, O*(#$ ro*- o* # %o*,r)1 I, Bopa( I a$ O*(#$1
D!,$a.$
a$ #6pa,/ !, $o*#r, I,/!a !, a pa$#/ ma,,#r $ar!,- .! Kar,aa7a1
Pro/*%$ ar#>
No"#(!#$
Co%o(a# Bar$
C*p$
Hom# Pa%7$
Co,#$
+or Par(or$ F(a"o*r$
K*(+!
Sa,/.!%
Fr*! Ma-!% T*0$
Am*( @A,a,/ M!(7 U,!o, L!m!#/' +orm#/ !, ' !$ a /a!r) %oop#ra!"#
mo"#m#, !, I,/!a1 I !$ a 0ra,/ ,am# ma,a-#/ 0) a, ap#6 %oop#ra!"# or-a,!$a!o,'
G*5ara Co=op#ra!"# M!(7 Mar7#!,- F#/#ra!o, L/1 @GCMMF' .!% o/a) !$
5o!,() o.,#/ 0) $om# 1 m!((!o, m!(7 pro/*%#r$ !, G*5ara' I,/!a1 I !$ 0a$#/ !,
6
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A,a,/ o., o+ G*5ara a,/ a$ 0##, a $#r(!,- #6amp(# o+ a %o=op#ra!"#
or-a,!3a!o,$ $*%%#$$ !, # (o,- #rm1 T# Am*( Pa#r, a$ #$a0(!$#/ !$#(+ a$ a
*,!2*#() appropr!a# mo/#( +or r*ra( /#"#(opm#,1 Am*( a$ $p*rr#/ # 4!#
R#"o(*!o, o+ I,/!a' .!% a$ ma/# I,/!a # (ar-#$ pro/*%#r o+ m!(7 a,/ m!(7
pro/*%$ !, # .or(/1 I !$ a($o # .or(/$ 0!--#$ "#-#ar!a, %##$# 0ra,/1
Am*($ pro/*% ra,-# !,%(*/#$ m!(7 po./#r$' m!(7' 0*#r' -##' %##$#' %*r/'
%o%o(a#' !%# %r#am' %r#am' $r!7a,/' pa,##r' -*(a0 5am*,$' 0a$*,/!' N*ram*(
0ra,/ a,/ o#r$1 I, Ja,*ar) ' Am*( p(a,$ o (a*,% I,/!a$ +!r$ $por$ /r!,7
Sam!,a' .!% .!(( 0# %omp#!,- .! Co%a Co(a$ Po.#ra/# a,/ P#p$!Co$
Gaora/#1
Am*( !$ # (ar-#$ +oo/ 0ra,/ !, I,/!a a,/ .or(/$ Lar-#$ Po*%#/ M!(7 Bra,/ .!
a, a,,*a( *r,o"#r o+ US m!((!o, @=1 C*rr#,() Am*( a$ 1 m!((!o,
pro/*%#r m#m0#r$ .! m!(7 %o((#%!o, a"#ra-# o+ 1 m!((!o, (!r#$ p#r /a)1
B#$!/#$ I,/!a' Am*( a$ #,#r#/ o"#r$#a$ mar7#$ $*% a$ Ma*r!!*$' UAE' USA'
Ba,-(a/#$' A*$ra(!a' C!,a' S!,-apor#' Ho,- Ko,- a,/ a +#. So* A+r!%a,
%o*,r!#$1 I$ 0!/ o #,#r Japa,#$# mar7# !, a/ ,o $*%%##/#/' 0* ,o. ! a$
+r#$ p(a,$ o+ +(oo/!,- # Japa,#$# mar7#$1 O#r po#,!a( mar7#$ 0#!,-
%o,$!/#r#/ !,%(*/# Sr! La,7a1
THE COMPANY PROFILE : DINSHAW
Early 1!"#:
T.o #,#rpr!$!,- 0ro#r$' DINSHA4 a,/ ERUCH RANA' $ar#/
a $ma(( /a!r) 0*$!,#$$ !, G!!7a/a,' o, # o*$7!r$ o+ Na-p*r1 T#!r o0$#$$!o,
.! 2*a(!) a,/ ra,$par#, 0*$!,#$$ pra%!%#$' 0ro*- pro$p#r!) a,/ %o,+!/#,%# o
# )o*,- 0*$!,#$$m#,1 4#, oppor*,!) 7,o%7#/ !, # +orm o+ a, E,-(!$ma,
.o $*--#$#/ a #) r) ma,*+a%*r!,- !%# %r#am' # !/#a .a$ r#a/!() ra,$(a#/
!,o r#a(!)1 8DINSHAWS ICE CREAM9 .a$ 0or, !, .#, Na-p*r!a,$ %am#o 7,o. # %r#am)' a,/ %*r,#/ /#(!%a%)1
7
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INTIAL $ROWTH
A, a(!#, %o,%#p' !%# %r#am #a!,- .a$ %o,$!/#r#/ a (*6*r)' .!%
%o*(/ o,() 0# !,/*(-#/ !,' o, "#r) $p#%!a( /a)$ /*r!,- # $.#(#r!,- #a o+
Na-p*r$ -r*#(!,- $*mm#r1 T# %o,"!%!o, o+ #!r *(!ma# $*%%#$$' a,/ # "!$!o, o+
#$# )o*,- #,r#pr#,#*r$' +ar o* .#!-#/ # /!++!%*(!#$ o+ r*,,!,- a p*r#()
$#a$o,a( %'ne##.! !$ "a-ar!#$ o+ /#ma,/ 1 B) m!/ +or!#$' Na-p*r$ -#,r) a/
#6#,/#/ !%# %r#am #a!,- !,o # .!,#r a,/ # ,am# DINSHAWS a/ 0#%om#
$),o,)mo*$ .! # !%# %r#am !, Na-p*r1
THE SECOND $ENERATION $ROWTH :
SAM DINSHA4 RANA a,/ JIMMY ERUCH RANA p* o, #
ma,(#$ o+ #!r a*-*$ +a#r$1 B*r,!,- .! # $am# 3#a( o $*%%##/' # $am#
*,%omprom!$!,- a!*/# o.ar/$ 2*a(!) a,/ $#r"!%#' # Ra,a %o*$!,$ $r*%7 o* +or
.!/#r or!3o,$ !, 1
4! a, !,"#$m#, o+ 5*$ R$1 La7$' a $ma(( +a%or) %am# *p o
r#p(a%# # %a(# po*,/$1 T# /a!r) 0*$!,#$$ -ra%#+*(() -a"# .a) o !$ pro$p#r!,-
o++$pr!,- ' # !%#=%r#am 0*$!,#$$1
T# ma-!% o+9 (DINSHAWS -oo/.!(( $pa.,#/ a ,# .or7 o+
#,*$!a$!% /#a(#r=+ra,%!$#$ a(( o"#r %#,ra( I,/!a' .#r# DINSHAWS #,5o) ,#ar
mo,opo() #"#, o/a)1
S*%%#$$ 0r##/$ S*%%#$$1 T# $o*,/ 0*$!,#$$ pr!,%!p(#$ o+ #
+o*,/#r$' .!% -a"# #m #!r !,!!a( $*%%#$$' 0#%am# # +o*,/a!o, o+
DINSHAWS 0*$!,#$$ #/!+!%#1 :*a(!) %o,$%!o*$,#$$ .#, 0#)o,/ # 2*a(!) o+
r#(a!o,$ .! #mp(o)##$' 0*$!,#$$ a$$o%!a#$ a,/ !$ *(!ma# %o,$*m#r1 B)
DINSHAWS .a$ 7,o., !, %#,ra( I,/!a a$ ,o o,() # %ompa,)' .!% ma/# #
0#$ !%# %r#am$' 0* a($o # %ompa,) a 0*!( 0#$ r#(a!o,$1
P#r$!$#, #++or$ +rom pro$p#%!"# /!$r!0*or$ a,/ /#a(#r$ o+ o#r
ar#a$ a,/ -r#a#r /#ma,/ +or "ar!#!#$ +rom #6!$!,- ar#a$ +or%#/ DINSHAWS o
#6pa,/ !$ ma,*+a%*r!,- %apa%!!#$1 Impor#/ %o,!,*o*$ +r##3#r$ #6pa,/ p(a,$ a,/
$ora-# +a%!(!!#$ .!/# .! mar7# /#ma,/1
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B) %o(/ $ora-# /#po$ a/ $pr*,- *p !, Ra!p*r' Ja0a(p*r'
I,/or#' A7o(a' A*ra,-a0a/' P*,#' H)/r#a0a/' G*,*r a,/ V!$a7apa,am mor# 0)
pr#$$*r#$ o+ /#ma,/ a, 0) /#$!-,1 Co,$*m#r appr#%!a!o, +or !$ pro/*%$ a,/ +or
!$ %r#/o o+ ()ALUE FOR MONEY* +or%#/ %o,!,*o*$ #6pa,$!o, a,/
mo/#r,!3a!o, o+ ma,*+a%*r!,- %apa%!!#$ .!% o/a) ar# o # *,# o+
L!#r$ o+ !%#=%r#am p#r /a)1 B) # 0*$!,#$$ .a$ #6p#r!#,%!,- /!++!%*() !,
-#!,- r#-*(ar $*pp(!#$ o+ -oo/ 2*a(!) o ,##/ !$ #"#r=!,%r#a$!,- ,##/$1 T#
o0$a%(#$ .#r# *r,#/ !,o a, oppor*,!!#$ o /!"#r$!+) !,o D!ar) 0*$!,#$$1
T# +!rm a/ *r,#/ +*(( %!r%(# 0) %om!,- 0a%7 o !$ par#, 0*$!,#$$ o+ D!ar)
.!% o/a) a$ a %apa%!) o pro%#$$ a,/ po*% (a% (!#r$ o+ M!(7 p#r /a)1 T#
%!!3#,$ o+ Na-p*r .o .#r# /#p#,/#, o,() o, m!(7 $*pp(!#/ 0) Go"#r,m#, M!(7
S%#m# a,/ (o%a( "#,/or$ .#(%om#/ # $*pp() o+ $a,/ar/!3#/ 2*a(!) m!(7 a,/
DINSHAWS0#%am# # +!r$ 0ra,/#/ m!(7 o 0# $o(/ !, Na-p*r1
B#!,- a r#$po,$!0(# %orpora# %!!3#, a,/ 0#!,- a.ar# o+ # ,##/$ o+
pro#%!,- !$ #,"!ro,m#,' DINSHAWS a"# !,"#$#/ mor# a, R$1 (a7$ !, a,
E++(*#, Tr#am#, P(a,' .!% !$ a mo/#( +or a,) !,/*$r) o+ !$ $!3#1 A$ !, a((
o#r ar#a$' D!,$a.$ +ora) !, Bom0a) a$ 0##, o, a (o. 7#)1 DINSHAWS a"#
0##, a0(# o -ro. !, # +a%# o+ %omp#!!o, +rom ,a!o,a( a,/ m*(!,a!o,a( -!a,$ o+
# !,/*$r) 0#%a*$# o+ # !,#r#, $r#,- o+ !$ pro/*%$' po(!%!#$ a,/ p#op(#1
PRODUCT PROFILE
Pro/*% !$ # +!r$ o+ # +o*r P$ o+ # mar7#!,- ' To*- #a% o+ # +o*r p
a$ !$ *,!2*# po$!!o, !, # mar7#!,- m!6 o+ # +!rm ' pro/*% a$ a "#r) $p#%!a(
po$!!o, a$ ! %o,$!*#$ $*0$a,!"# #(#m#,$ !, a,) mar7#!,- o++#r 1 T# o#r
#(#m#,$ o+ mar7#!,- pr!%# a,/ promo!o, ar# ,orma(() #mp(o)#/ o ma7# pro/*%
o++#r!,- *,!2*# a,/ /!$!,% 1 Pro/*% !$ # ,*m0#r o,# .#apo, !, # mar7#!,-
ar$#,a(1
D!,$a.$ a$ .!/# ra,-# o+ pro/*%$ +rom $%oop o +am!() pa%7$ 1
Type Quantity
9
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Cups ML1
F*,/a#
Sra.0#rr)
Va,!((a
Big Cups ML1
K#$ar p!$a
Co%o %!p$
Ka5* K!$m!$
B*#r S%o%
Ma,-o
P!$a
Sra.0#rr)
Va,!((a
Bar$
I%# Lo(!#$ ML1H#ar B#a ML
Tr!pp(# Tr#a ML
Camp Co%o0ar ML1
Co%o0ar ML1
Kulfi ML1
Ta7# Hom# Pa%7$
Fam!() T*0$ ML1
A,5!r Ba/am
Mo%a A(mo,/
Ba,a,a Sp(!
K#$ar Kamaa(
K!,- A(pa,$o
Fr*! O"#r(oa/
10
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8/10/2019 Advertising Between Top n Town and Disnshaw - Ashima Sultan
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Car,!"a( ML1& ML1
B*#r S%o%
Co%o %!p$
Ora,-# %!)
Ba/am Roa$#/
SCOPE OF THE STUDY
A$ (#ar,!,- !$ a *ma, a%!"!) a,/ !$ a$ ,a*ra(' a$ 0r#a!,-1 D#$p!# o+ # +a% a
(#ar,!,- !$ a(( p#r"a$!"# !, o*r (!"#$' p$)%o(o-!$$ /o ,o a-r## o, o. (#ar,!,-
a7#$ p(a%#1 Ho. !,/!"!/*a($ (#ar, !$ a ma#r o+ !,#r#$ o mar7##r$1 T#) .a, o
#a% %o,$*m#r$ !, #!r ro(#$ a$ #!r ro(#$ a$ %o,$*m#r$1 T#) .a, %o,$*m#r$ o
(#ar, a0o* #!r pro/*%$' pro/*% ar!0*#$' po#,!a( %o,$*m#r$ 0#,#+!' o. o *$#'
ma!,a!, or #"#, /!$po$# o+ # pro/*% a,/ ,#. .a)$ o+ 0#a"!,- a .!(( $a!$+)
,o o,() # %o,$*m#r$ ,##/$' 0* # mar7##r$ o05#%!"#$1
T# $%op# o+ m) $*/) r#$r!%$ !$#(+ o # a,a()$!$ o+ r#a!(#r$ pr#+#r#,%#$'
p#r%#p!o, a,/ %o,$*mp!o, o+ "ar!o*$ 0ra,/$ o+ !%# %r#am1 T#r# ar# ma,) o#r
0ra,/$ o+ %o%o(a#$ a"a!(a0(# 0* m) $*/) !$ (!m!#/ o .o ma5or p(a)#r$ o+
%o%o(a#$ (#a"!,- 0#!,/ # o#r$1
OB+ECTI)ES OF THE STUDY
To %ompar# # "ar!o*$ 0ra,/$ o+ ICE Cr#am Compa,!#$ o, # 0a$!$ o+
R#a!(#r S*r"#)1
To 7,o. # +a%or$ !,+(*#,%!,- # $a(#$ o+ I%# Cr#am$1
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To 7,o. # ,##/ o+ r#a!(#r$1
LIMITATIONS
T# r#$po,/#,$ .#r# (!m!#/ a,/ %a,,o 0# r#a#/ a$ # .o(# pop*(a!o,1
T# r#$po,/#,$ ma) 0# 0!a$#/1
T!m# .a$ # ma5or %o,$ra!,1
13
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T# a%%*ra%) o+ !,/!%a!o,$ -!"#, 0) # r#$po,/#,$ ma) ,o 0# %o,$!/#r#/
a/#2*a#1
RESEASRCH METHODOLOGY
T!$ r#$#ar% .a$ o+ /#$%r!p!"# )p#1
T# pro0(#m +or !$ r#$#ar% .a$ ,o,=op#ra!,- !, ,a*r#1 T# /aa
0o pr!mar) a,/ $#%o,/ar) /aa' # $o*r%# .a$ r#$po,/#,$ +or pr!mar) /aa1 For
# prop#r a,a()$!$ o+ /aa $!mp(# $a!$!%a( #%,!2*#$ $*% a$ p#r%#,a-# .#r# *$#1
I #(p#/ !, ma7!,- mor# a%%*ra# -#,#ra(!3a!o, +rom # /aa a"a!(a0(#1
For # prop#r a,a()$!$ o+ /aa $!mp(# $a!$!%a( #%,!2*#$ $*% a$ p#r%#,a-# .#r#
*$#1 I #(p#/ !, ma7!,- mor# a%%*ra# -#,#ra(!3a!o, +rom # /aa a"a!(a0(#1 T#
/aa' .!% .a$ %o((#%#/ +rom a $amp(# o+ pop*(a!o,' .a$ a$$*m#/ o 0#
r#pr#$#,!,- #,!r# pop*(a!o, .a$ !,#r#$1
14
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SAMPLE DESI$N
T# m#o/ *$#/ +or $amp(# #%,!2*# .a$ ra,/om $amp(!,- m#o/1 T!$ m#o/
.a$ *$#/ 0#%a*$# ! .a$ ,o 7,o. pr#"!o*$() a$ o .##r a par!%*(ar p#r$o, .!(( 0#
a$7#/ o +!(( # 2*#$!o,,a!r#1
Co,$!/#r!,- # %o,$ra!,$' ! .a$ /#%!/#/ o %o,/*% # $*/) 0a$#/ o, $amp(# $!3#
o+ r#a!(#r$ +rom I,/or# R#-!o,1 S%!#,!+!% m#o/ .a$ ,o a/op#/ !, !$ $*/)
0#%a*$# o+ +!,a,%!a( %o,$ra!,$ a,/ a($o 0#%a*$# o+ (a%7 o+ !m#1
TOOLS USED
To 7,o. # r#$po,$#' # 2*#$!o,,a!r# .a$ *$#/ # r#$#ar%
m#o/o(o-) !, $amp(# $*r"#)1 I+ o,# .!$#$ o +!,/ .a p#op(# !,7 or 7,o.' #
(o-!%a( pro%#/*r# !$ o a$7 #m1 I, !$ m#o/ 2*#$!o,,a!r# .#r# /!$r!0*#/ o #
r#$po,/#,$ a,/ #) .#r# a$7#/ o a,$.#r 2*#$!o,$ !, # 2*#$!o,,a!r#1 T#
2*#$!o,,a!r#' .#r# ,o,=/!$-*!$#/ 0#%a*$# # 2*#$!o,,a!r# .#r# %o,$r*%#/ $o a
# o05#%!"# !$ %(#ar o # r#$po,/#,1 T# r#$po,/#,$ .#r# a.ar# o+ # o05#%!"#1
T#) 7,#. .) #) .#r# a$7#/ o +!(( # 2*#$!o,,a!r#1
Statisti!a# t$$#s*$#/ ar#>
P#r%#,a-# m#o/
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Ta0*(a!o, o+ Daa
S$&t'aes*$#/ ar# >
M!%ro$o+ E6%#( +or a0*(a!o, P*rpo$#1
M!%ro$o+ 4or/ +or r#por 4r!!,-1
DATA ANALYSIS , INTERPRETATION
-&e. 1:/ W0'c0 %ran# 2f Ice Crea3 are a4a'la%le 'n y2&r #0256
O57'2n Top=N=To., Am*( D!,$a.$ Va/!(a( O#r Bra,/$
8 2f Re#52nen7#
Intepetati$n(
9"8 o+ # r#$po,/#,$ $*r"#)#/ ar# $#((!,- T25/N/T2n I%# Cr#am' 8o+ #
r#$po,/#,$ $*r"#)#/ ar# $#((!,- A3&l I%# Cr#am' ;
8/10/2019 Advertising Between Top n Town and Disnshaw - Ashima Sultan
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a,/ 1=8 o+ # r#a!(#r$ ar# $#((!,- 270er 0ra,/ o+ I%# Cr#am$1 H#,%# !-
a"a!(a0!(!) $o.$ Top=N=To.,$ pop*(ar!) !, Bopa(1
-&e. ;:/ Rea#2n f2r Sell'n> a Par7'c&lar Bran 2f Ice Crea36
O57'2n Mar-!, D#ma,/ Cr#/! T!m# O#r R#a$o,$
8 2f Re#52nen7#
Intepetati$n(
!=8o+ # r#$po,/#,$ ar# $#((!,- par!%*(ar 0ra,/ o+ I%# Cr#am 0#%a*$# o+ !$
e3an' 1?8o+ # r#$po,/#,$ ar# $#((!,- a par!%*(ar 0ra,/ o+ I%# Cr#am 0#%a*$#
o+ # 3ar>'n' ;98ar# $#((!,- 0#%a*$# o+ cre'7 7'3e1-&e. !:/ Ra7e 70e Mar>'n Pr24'e6
O57'2n Top=N=To., D!,$a. Va/!(a( Am*( O#r$
H'>0ly Sa7'#fac72ry
Sa7'#fac72ry
A4era>e Sa7'#fac72ry
D'##a7'#fac72ry
H'>0ly D'##a7'#fac72ry
Intepetati$n(
O57'2n Top=N=To., D!,$a. Va/!(a( Am*( O#r
H'>0ly Sa7'#fac72ry
Sa7'#fac72ry
A4era>e Sa7'#fac72ry
D'##a7'#fac72ry
H'>0ly D'##a7'#fac72ry
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Mar-!, Pro"!/#/ 0) T25/N/T2n!$ !-() ra#/ #,%# ! !$ # 0#$ a$ %ompar#/ o
o#r Compa,!#$ !+ .# ar# a(7!,- a0o* Mar-!,1
-&e. 9:/ Ra7e 70e @&al'7y 2f 70e Ice Crea3#6
Intepetati$n(
O57'2n Top=N=To., D!,$a. Va/!(a( Am*( O#r$
H'>0ly Sa7'#fac72ry
Sa7'#fac72ry
A4era>e Sa7'#fac72ry
D'##a7'#fac72ry
H'>0ly D'##a7'#fac72ry
9"8o+ # r#$po,/#,$ $a) a 2*a(!) o+ T25/N/T2nI%# Cr#am !$ H!-()
Sa!$+a%or)' o#r$ ar# a"#ra-#() ra#/ 0) # r#a!(#r$1 :*a(!) ma) 0# a ma5or +a%or
!, Top=N=To.,$ pop*(ar!)1
-&e.0ly Sa7'#fac72ry
Sa7'#fac72ry
A4era>e Sa7'#fac72ry
D'##a7'#fac72ry
H'>0ly D'##a7'#fac72ry
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O57'2n Top=N=To., D!,$a. Va/!(a( Am*( O#r$
H'>0ly Sa7'#fac72ry
Sa7'#fac72ry
A4era>e Sa7'#fac72ry
D'##a7'#fac72ry
H'>0ly D'##a7'#fac72ry
0ly Sa7'#fac72ry
19
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Sa7'#fac72ry
A4era>e Sa7'#fac72ry
D'##a7'#fac72ry
H'>0ly D'##a7'#fac72ry
Promo!o,a( Ma#r!a( pro"!/#/ 0) T25/N/T2n !$ 0#$ a$ %ompar#/ o o#r
%ompa,!#$1
-&e. ?:/ Ra7e 70e Sc0e3e# 2f 70e c235any6
Intepetati$n(
B#!,- a Lo%a( I%# Cr#am Ma,*+a%*r#r T25/N/T2n!$ 0#$ !, #rm$ o+ !$ $%#m#$1
O57'2n Top=N=To., D!,$a. Va/!(a( Am*( O#r$
H'>0ly Sa7'#fac72ry
Sa7'#fac72ry
A4era>e Sa7'#fac72ry
D'##a7'#fac72ry H'>0ly D'##a7'#fac72ry
-&e. :/ Ra7e 70e re5lace3en7 52l'cy 2f 70e c235any 6
Intepetati$n(
R#p(a%#m#, Po(!%) o+ Top=N=To., !$ mor# $a!$+a%or) a$ %ompar#/ o o#r
%ompa,!#$1
OBSER)ATIONS , FINDIN$S
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o+ # r#$po,/#,$ $*r"#)#/ ar# $#((!,- Top=N=To., I%# Cr#am' o+ #
r#$po,/#,$ $*r"#)#/ ar# $#((!,- Am*( I%# Cr#am' o+ # r#$po,/#,$ ar# $#((!,-
D!,$a.$ I%# Cr#am' o+ # r#$po,/#,$ ar# $#((!,- Va/!(a( I%# Cr#am a,/ +
# r#a!(#r$ ar# $#((!,- o#r 0ra,/ o+ I%# Cr#am$1
o+ # r#$po,/#,$ ar# $#((!,- par!%*(ar 0ra,/ o+ I%# Cr#am 0#%a*$# o+ !$
/#ma,/' o+ # r#$po,/#,$ o+ # r#$po,/#,$ ar# $#((!,- a par!%*(ar 0ra,/ o+
I%# Cr#am 0#%a*$# o+ # mar-!,1 Mar-!, Pro"!/#/ 0) Top=N=To., !$ 0#$ a$
%ompar#/ o o#r Compa,!#$ o+ # r#$po,/#,$ $a) a 2*a(!) o+ Top=N=
To., I%# Cr#am !$ H!-() Sa!$+a%or); o#r$ ar# a"#ra-#() ra#/ 0) # r#a!(#r$1
o+ # r#$po,/#,$ $a) a 2*a(!) o+ Top=N=To., I%# Cr#am !$ H!-()
Sa!$+a%or); o#r$ ar# a"#ra-#() ra#/ 0) # r#a!(#r$1 o+ # r#$po,/#,$ $a)
a Cr#/! Po(!%) o+ Top=N=To., !$ Sa!$+a%or)' o#r %ompa,!#$ ar# a"#ra-#() ra#/
0) # r#a!(#r$ !, #rm$ o+ #!r %r#/! po(!%)1 o+ # r#$po,/#,$ $a) a
/!$r!0*!o, $)$#m o+ Top=N=To., !$ Sa!$+a%or); o#r %ompa,!#$ ar# a"#ra-#()
ra#/ 0) # r#a!(#r$ !, #rm$ o+ #!r /!$r!0*!o, $)$#m Promo!o,a( Ma#r!a(
pro"!/#/ 0) Top=N=To., !$ 0#$ a$ %ompar#/ o o#r %ompa,!#$1 B#!,- a Lo%a( I%#
Cr#am Ma,*+a%*r#r Top=N=To., !$ 0#$ !, #rm$ o+ !$ $%#m#$1 R#p(a%#m#,
Po(!%) o+ Top=N=To., !$ mor# $a!$+a%or) a$ %ompar#/ o o#r %ompa,!#$1
CONCLUSION
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o+ # r#$po,/#,$ $*r"#)#/ ar# $#((!,- Top=N=To., I%# Cr#am' o+ #
r#$po,/#,$ $*r"#)#/ ar# $#((!,- Am*( I%# Cr#am' o+ # r#$po,/#,$ ar# $#((!,-
D!,$a.$ I%# Cr#am' o+ # r#$po,/#,$ ar# $#((!,- Va/!(a( I%# Cr#am a,/
o+ # r#a!(#r$ ar# $#((!,- o#r 0ra,/ o+ I%# Cr#am$1
Top=N=To., mar7#!,- $ra#-) !$ 0##r a, a(( # p(a)#r$1 I !$ pro"!/!,- 2*a(!)
pro/*%$' mor# mar-!, ara%!"# promo!o,a( ma#r!a($1
T# %r#/! Fa%!(!) pro"!/#/ 0) Top=N=To., !$ a($o "#r) $a!$+a%or) a$ %ompar#/ o
o#r %ompa,!#$1
D!$r!0*!o, $)$#m a,/ Dama-# po(!%) o+ Top=N=To., !$ a($o "#r) ara%!"#1 T*$
o, # 0a$!$ o+ r#$#ar% .# %a, $a) a Top=N=To., a$ a %omp#!!"# o"#r o#r
0ra,/$1
SU$$ESTIONS
REPRESENTATI)ES
o V!$! a #a% a,/ #"#r) r#a!( $op1
o R#-*(ar "!$!$ #"#r) .##7 $o*(/ 0# #r#1
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