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NEVA Garments Ltd.

Project Report

ON

“Measure the efficiency of

advertising vehicles with respectto hosiery industry.” 

Submitted To:

By:- Harsimran Singh

Department of Business Mgt.

L-2010-BS-07-MBA(2010-12) 

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ACKNOWLEDGEMENT

“Everything is difficult before it becomes easy. This transition comes through

because of certain people who by their pioneering efforts leave their indelible

mark on others.” 

Training is an excellent tool for learning and exploration. No classroom routine

can substitute which is possible while working in real situations. Application of 

theoretical knowledge to practical situations is the bonanzas of this training.

Without a proper combination of inspection and perspiration, it’s not easy to

achieve anything. There is always a sense of gratitude, which we express toothers for the help and the needy services they render during the different

phases of our lives. I too would like to do it as I really wish to express my

gratitude toward all those who have been helpful to me directly or indirectly

during the development of this project.

I owe my deepest gratitude to my institute DEPARTMENT OF BUSINESS

MANAGEMENT, PUNJAB AGRICULTURAL UNIVERSITY, LUDHIANA for enabling

me to undertake this project.

I would like to show my deep sense of gratitude towards NEVA  GARMENTS

LIMITED, LUDHIANA for providing me an excellent Summer Training platform.

I would also like to express my gratitude to Mrs. Navriti Gill (mentor)

Marketing Manager, NEVA GARMENTS LIMITED for guiding and correcting my

mistakes throughout the project. Her encouragement and support from the

initial to the final level enabled me to develop an understanding of the project.

She has made available his support in a number of ways and provided

analytical suggestions and excellent supervision 

Finally I would like to thank all concerned in the company who helped me from

time to time in understanding my project i.e. Measure the efficiency of 

advertising vehicles with respect to hosiery Industry. 

HARSIMRAN SINGH

PAU

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PREFACE

I am giving this report as a part of my post graduate degree of MBA for mytraining at NEVA GARMENTS LTD. in relation to MEASURING THE EFFICIENCY OF

ADVERTISING VEHICLES WITH RESPECT TO HOSIERY INDUSTRY.

For management career, it is important to develop managerial skills. In order

to achieve positive and concrete results, along with theoretical concepts, the expo-

sure of real life situation existing in corporate world is very much needed. To fulfill

this need, this practical training is required.

I took training in NEVA GARMENTS LTD. (Ludhiana). It was my fortune to get

training in a very healthy atmosphere. I got ample opportunity to view the overall

working of the company.

In the forthcoming pages, an attempt has been made to present a

comprehensive report covering different aspects of my training. A sincere effort has

been made to bring about clear facts and I hope that this report meets the given

expectations and various requirements of the research. This project Is the result of 

my 6-7 weeks of industrial summer training at NEVA GARMENTS LIMITED, Ludhiana.

This practical experience helps the student to view real business closely which in turn

widely influences their perception. It gave me great deal of exposure.

I hope my report will be up to mark & will be some use to the trainee &

studies.

HARSIMRAN SINGH

PAU

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TABLE OF CONTENTS

1. COMPANY PROFILE

2. INTRODUCTION TO THE PROJECT

  TITLE OF THE PROJECT

  OBJECTIVES

  INTRODUCTION

3.  RESEARCH METHODOLOGY AND LIMITATIONS

4.  DATA ANALYSIS AND FINDINGS

5.  CONCLUSIONS AND RECOMMENDATIONS

  QUESTIONNAIRE

  BIBLIOGRAPHY

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Chapter-1

1.1Company Profile

NEVA GARMENTS LTD.

NEVA GARMENTS LIMITED.

G.T. Road (W), Ludhiana. - 141 005 - Pb. INDIA

Tel: +91-161-3044200, Fax:+91-161-2801567

E-Mail: nevacare@nevaindia.com

Online: www.nevaindia.com

Chairman: NIRMAL KUMAR JAIN.

1.2 Introduction: We, Neva-one of the leading brands in the Thermal Winter

Innerwear market in the country, have gained a niche by manufacturing a

range of hosiery and thermal wear products for both men and women.

Established in the year 1998, Neva was introduced by Duke-India's number one

T-shirt manufacturers (with export markets in UK and US), to sustain a firm

foot over Thermal Winter Innerwear.

Empowered by our well established production unit, we are able to keep pacewith the ever increasing demands of our clients. Our quality paradigm is such

that every product is monitored closely in order to synchronize quality and

consistency of our range. In addition, we have a team of experts to ensure

providing complete customization to meet the clients’ specific requirements. 

With large production capacity, today Neva is responsible for turning thermal

innerwear first into a necessity and then into an industry in India. The

phenomenal success of India’s numero uno thermal wear brand has ventured

into high quality innerwear dna lingerie as well.

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1.3 Fact Sheet

Company Details

Year of Establishment 1998

Turnover  US$ 25-100 Million (or Rs. 100-400 Cro

Approx.)

Nature of Business    Supplier

  Manufacturer

  Exporter

Major Markets    Middle East

Company USP

Primary Competitive

Advantage 

Experienced R & D

Department

Good Financial

Position & TQMLarge Product Line Large Production

Capacity

OEM Capability

Packaging/Payment and Shipment Details

Payment Mode  Cash Cheque

Credit Card DD

Shipment Mode  By Road

Team & Staff 

Total Employees  501 to 1000 People

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1.4 Product Portfolio We are manufacturers of thermal winter innerwear and hosiery products

to meet the requirement of both men and women. Our products are

manufactured using qualitative fabric and are available in different sizes

and designs. The huge collection is designed keeping in mind the

requirement of the clients and is available at reasonable prices. The range

fits properly and is in line with the international quality standards.

Features:

  Fine Stretch ability  Durability

  Neat Stitching

  Perfect Fit

1.5 Manufacturing Facilities

Our manufacturing facility is fine tuned with the latest trends and

technology and ensures in keeping pace with the client’s requirement. We

have installed state-of-the-art factory located in Ludhiana, which is

equipped with imported machines to carry on with the production process.

Leveraging on our sophisticated production facilities, we have been able to

produces 20000 pieces per day without any delay in the consignment

delivery.

As one of the well known manufacturers, we ensure keeping our factory

updated in terms of latest machines and equipment and ensure imbibing

latest techniques of manufacturing to aid the hassle free production.

1.6 Quality Assurance

Quality has always been our prime concern and we have always strived

for maintaining highest standards of our products. Knitted and woven

using premium quality fabrics procured from trusted vendors in the

market, products offered by us are acclaimed for their cut, design

patterns, color collection and pricing.

For conducting stringent quality tests of our products, we have employed

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a complete team of efficient quality controllers. These people are

responsible for quality testing the products at each stage of development.

1.7 Our Team

We have a team of well versed and efficient professionals, which helps us in

becoming a professionally managed company and winning satisfaction of a

large clientele across the globe. Known for our creative skills and designing

standards, our team constitutes of able designers and quality analysts.

People working with us come together at work form various backgrounds

and are specialized in a particular zone and are divided into units as per their

expertise. Everyone working with us is responsible for the work assigned to

them and help in managing flawless work proceedings inside.

1.8 Client satisfaction

We are committed to deliver optimum satisfaction to our clients and ensure

his satisfaction is duly met. Due to our qualitative products, we have earned

maximum satisfaction to our clients To offer maximum satisfaction to our

clients, we are always ready to make all efforts and take on the pains with

love because the smile on the faces of our clients works as an ointment forus. In order to help our clients in knowing us better each time they do

business with us, easy and ethical business norms are created by us.

1.9 Garments

We offer a wide range of innerwear products. Our range of products is a

success among customers. Broadly speaking, we have the following products

under this category:

Bermudas, Capri's, Track Pants, Value Packs, Thermal Wear both ladies &

Gents, Inner wears etc.

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GENTS VALUE PACK

MEN'S

VMC101

MEN'S

VMC301

MEN'S

VMC401

MEN'S

VMC402

MEN'S

VMC403

 

GENTS TRACK PANT

Men's Lmc501 MEN'S LR300 

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GENTS BARMUDA

MEN'S

BMC001

MEN'S BR929 MEN'S

BMC003 

GENTS CAPRI

MEN'S

CMC101

MEN'S

CMC103

MEN'S

CMC104 

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VEST

MEN'S PEP02 MEN'S FJ004 MEN'S FJ005 

BRIEFS

MEN'S MX110 MEN'S MX210 

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LADIES VALUE PACK

LADIE'S VLC03 LADIE'S VLC01 LADIE'S VLC02

LADIE'S VLC04  

LADIES SHORT

LADIE'S LS02 

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LADIES TRACK PANT

LADIE'S

LWF002

LADIE'S

LWF002V

LADIE'S LL04

LADIE'S LL05  

LADIES STANDALONE

LADIE'S SWF104 LADIE'S SWF107 

BRA

NS201 NS202 NS203

NS204 Ns205 NS208

NS209 NS210 NS211

NS212 NS213 NS214

 

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NS215 NS216 NS217

NS218 NS219 NS221

NS222 NT101 NT102

NT105 NT107 NT108

NT109 NT110 NT111

NT113 NT122  

PANTY

PRS03 PRS04 PRS06

PRS07 PLS01 PLS05 

CAMISOLE

C101 

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1.10 Various departments:

During my training at Neva Garment Ltd. Ludhiana, I have visited several

departments of the company where I met with the HODs as well as the people

who are working there and got the important knowledge about the processes

and functions performed by those departments. Initially there was a general

round in which I was introduced with the heads of the departments as well as

with the respective locations of those departments.

1)  KNITTING

This is the fabric manufacturing unit of the company where basically four

types of fabric is manufactured i.e. Neva Thermal, Neva PEP, Neva Esancia,

and Neva Quilt with the help of two types of hi-tech machines i.e., single

 jersey and double jersey by different types of threads.

2)  GRAY FABRIC STORE

The function of this department is to find out the faults in the fabric which

has been manufactured in knitting department. The fabric manufactured in

Knitting department transferred to this department where proper checking

of that fabric is done by the experts. The other function of this department

is to send the fabric for dying by proving specific codes to every lot of fabric

after checking and weight.

3)  FINISHED FABRIC STORE

As the name suggests, this is the storage department of finished fabricwhich comes from Gray fabric Store. From here the fabric is issued to

production department as per the requirement on the instruction of PPC

department. The responsibilities of this department are to keep the record

of receiving the fabric as well as issuing the fabric to production

department.

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4)  CUTTING

In this unit the cutting of fabric is done by the experts with the help of 

electronic machines as per the directions given by PPC and productiondepartment. After cutting of fabric, the quality check and size mentioning is

also done by the labor force. From here the cut down fabric moves to

production department where stitching takes place by well trained work

force.

5)  PPC

PPC stands for Production, Planning and Control. This is an important

department of the organization which controls the whole garment

manufacturing process. Marketing department gives the requirement of the

product which they want to manufacture for their market and then the

responsibility of the PPC department is to prepare various plans and

provide instructions as well as resources to various departments who are

directly or indirectly connected with the garment manufacturing and to

control the whole process.

6)  SAMPLING

The function of the sampling department is to provide the samples of the

products to the marketing department which are asked by them in order to

know the feedback of the market about that newly developed product or

design.

7)  DESIGNING

This is basically the research and development department of Neva

Garment Ltd., where the experts always try to find out some modern

products and designs which can suits the changing demands of the

customers. In this process this department take the help of marketing

department because marketing people knows the customer needs better as

they are directly associated with the market.

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8)  PURCHASE

This department handles the overall purchasing of various things required

in various departments except Knitting and Advertisement department.

9)  RnD

RND stands for Return and Dispatch. The function of this department is to

receive everything which comes from outside, check it, count or weight it

and send to quality department for quality check from where the goods

dispatch to concerned department as well as to dispatch the goods whichgoes outside the company.

10)  DISPATCH

This department dispatches the goods to the various parties according to

their orders given to marketing department.

11)  ACCOUNTS

The function of this department is to maintain the accounts and finance of 

the company. The major tasks are to prepare balance sheet, cash flow

statement and annual financial report of the company.

12)  MIS

MIS stands for Management Information System. The major tasks of this

department are:

i.  Costing

ii.  Budgeting

iii.  Data analysis

iv.  Business plan

v.  Presentation

vi.  Rate finalization

vii.  Stock valuation

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This department collects the important information from all other

departments and also provides certain information to them whatsoever

they required as well as provide overall report to the management of the

organization.

13)  EDP

EDP stands for Electronic Data Processing. This department has two parts

i.e., software part and hardware part. Software part handles all software

related problems specially related with ERP. ERP (Enterprise ResourcePlanning) is the software used in Neva for data entry. The function of 

hardware part is to solve the hardware related problems.

14)  PRODUCTION/QUALITY

Production department has total eight units. One of them is bra

manufacturing unit while in other seven units the manufacturing of allother garments takes place. A huge man power is required in this

department. Quality is also an important department attached with the

production department who check the overall quality of the garment as

well as the quality of work and machines.

15)  GENERAL STORE

This is the store where all the general items like stationery and all the other

day to day used items are kept and issued only after requisition is made by

the concerned person though ERP or in written which should be approved

by the Head of the Department. This store also keeps all the Point of 

Purchase (POP) material.

16)  ACCESSORY STORE

This store keeps all the accessories that are used in manufacturing of 

articles like labels, thread, buttons etc. Apart from this, accessory store also

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keeps the packaging material like poly bags, trade box etc. and keep the

whole record on ERP.

17)  FINISHED GOODS STORE

This store contains all the finished goods that come from packaging unit.

This department systematically stores the finished goods so that there

would not be any problem in finding any article when needed.

18)  MAINTENANCE

This department looks after the servicing and maintenance of all the

machinery installed in stitching units as well as takes care of maintenanceof other departments where ever required.

19)  ADVERTISEMENT

As the name suggests, this department is responsible for the advertisement

process which has done through different media e.g. radio, television,

newspaper, magazines hoardings, billboards, catalogs etc.

20)  MARKETING

This is the most important department of Neva Garment Ltd. This

department is responsible for all the activities which starts from market

survey and ends on sale with regular follow-ups and services. There are

certain sub-departments in marketing department e.g. service,

communication and control in which everyone has different

responsibilities and tasks in order to achieve a single major objective i.e.

profit maximization.

1.11 CONCLUSION

The whole training program was really a good and knowledgeable

experience. During training, I have learnt a lot and become familiar with the

people and the various processes and functions of the organization

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1.12 SUGGESTIONS AND RECOMMENDATIONS

  Neva should try to manufacture some other type of fabric with the

help of some new high-tech machines in order to do product

expansion and diversification to become a leader in garment

industry.

  Neva should try to increase its brand image by inducing some

celebrity and increase the advertisements on television and others.

  There is a need of some electronic system installed in finished goods

stores so that one can easily find the actual location of the article. It

will minimize the loss of unnoticed articles. 

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Chapter-2

SUMMER

TRAININGPROJECT

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2.1 Title: “Measure the

efficiency of advertising

vehicles with respect to NEVA

Garments LTD.”  

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2.2 Objectives:

  To study various advertising vehicles with respect to

target audience & products.

  To study effectiveness of advertisement on consumers

via various advertising vehicles.

  To propose ad strategy for NEVA.

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2.3 INTRODUCTION TO THE PROJECT:

ADVERTSIING AND ITS VARIOUS MEDIUMS:Advertising is a form of communication used to persuade an audience

(viewers, readers or listeners) to take some action with respect to products,

ideas, or services. Most commonly, the desired result is to drive consumer

behaviour with respect to a commercial offering, although political and

ideological advertising is also common. Advertising messages are usually paid

for by sponsors and viewed via various traditional media; including mass

media such as newspaper,  magazines, television commercial, radio

advertisement, outdoor advertising or direct mail; or new media such

as websites and text messages. 

Commercial advertisers often seek to generate increased consumption of 

their products or services through "Branding," which involves the repetition of 

an image or product name in an effort to associate certain qualities with the

brand in the minds of consumers. Non-commercial advertisers who spend

money to advertise items other than a consumer product or service include

political parties, interest groups, religious organizations and governmental

agencies. Non profit organizations may rely on free modes of persuasion, such

as a public service announcement (PSA).

2.4 ADVERTISEMENT DEFINITION:

1. The non-personal communication of information usually paid for &

usually persuasive in nature, about products (goods & services) or ideas

by identified sponsor through various media. (Arenes 1996)2. Any paid form of non-personal communication about an organisation,

product, service, or idea from an identified sponsor. (Blech & Blech

1998)

3. Paid non-personal communication from an identified sponsor using mass

media to persuade influence an audience. (Wells, Burnett, & Moriaty

1998)

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2.5 Public service advertising

The advertising techniques used to promote commercial goods and services

can be used to inform, educate and motivate the public about non-commercial

issues, such as HIV/AIDS, political ideology, energy conservation and

deforestation.

Public service advertising, non-commercial advertising, public interest

advertising, cause marketing, and social marketing are different terms for (or

aspects of) the use of sophisticated advertising and marketing communications

techniques (generally associated with commercial enterprise) on behalf of non-

commercial, public interest issues and initiatives.

2.6 Advertising theory 

  Hierarchy of effects model

It clarifies the objectives of an advertising campaign and for each individual

advertisement. The model suggests that there are six steps a consumer or a

business buyer moves through when making a purchase. The steps are:

1. Awareness

2. Knowledge

3. Liking

4. Preference

5. Conviction

6. Purchase

  Means-End Theory

This approach suggests that an advertisement should contain a message or

means that leads the consumer to a desired end state.

  Leverage Points

It is designed to move the consumer from understanding a product's benefits

to linking those benefits with personal values.

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2.7 Types of advertising

Virtually any medium can be used for advertising. Commercial advertising

media can include wall paintings, billboards, street furniture components,

printed flyers and rack cards, radio, cinema and television adverts, web

banners, mobile telephone screens, shopping carts, web popups, skywriting, 

bus stop benches, human billboards, magazines, newspapers, town criers,

sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight

advertisements on seatback tray tables or overhead storage bins, taxicab

doors, roof mounts and passenger screens, musical stage shows, subway

platforms and trains, elastic bands on disposable diapers, doors of bathroom

stalls, stickers on apples in supermarkets, shopping cart handles (grabertising),the opening section of streaming audio and video, posters, and the backs of 

event tickets and supermarket receipts. Any place an "identified" sponsor pays

to deliver their message through a medium is advertising.

Digital advertising:

Television advertising / Music in advertisingThe TV commercial is generally considered the most effective mass-market

advertising format, as is reflected by the high prices TV networks charge for

commercial airtime during popular TV events. The annual Super

Bowl football game in the United States is known as the most prominent

advertising event on television. The average cost of a single thirty-second TV

spot during this game has reached US$3 million (as of 2009). The majority of 

television commercials feature a song or jingle that listeners soon relate to the

product. Virtual advertisements may be inserted into regular television

programming through computer graphics. It is typically inserted into otherwise

blank backdrops or used to replace local billboards that are not relevant to the

remote broadcast audience. More controversially, virtual billboards may be

inserted into the background where none exist in real-life. This technique is

especially used in televised sporting events. Virtual product placement is also

possible.

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INFOMERCIALS

An infomercial is a long-format television commercial, typically five minutes or

longer. The word "infomercial" combining the words "information" &"commercial". The main objective in an infomercial is to create an impulse

purchase, so that the consumer sees the presentation and then immediately

buys the product through the advertised toll-free telephone

number or website. Infomercials describe, display, and often demonstrate

products and their features, and commonly have testimonials from consumers

and industry professionals.

RADIO ADVERTISINGRadio advertising is a form of advertising via the medium of radio. Radio

advertisements are broadcast as radio waves to the air from a transmitter to

an antenna and a thus to a receiving device. Airtime is purchased from

a station or network in exchange for airing the commercials. While radio has

the limitation of being restricted to sound, proponents of radio advertising

often cite this as an advantage. Radio is an expanding medium that can be

found not only on air, but also online. According to Arbitron, radio has

approximately 241.6 million weekly listeners, or more than 93 percent of the

U.S. population.

ONLINE ADVERTISING

Online advertising is a form of promotion that uses the Internet and World

Wide Web for the expressed purpose of delivering marketing messages to

attract customers. Examples of online advertising include contextual ads that

appear on search engine results pages, banner ads, in text ads, Rich Media

Ads, Social network advertising, online classified advertising, advertisingnetworks and e-mail marketing, including e-mail spam. 

PRODUCT PLACEMENTSCovert advertising, also known as guerrilla advertising, is when a product or

brand is embedded in entertainment and media. For example, in a film, the

main character can use an item or other of a definite brand, as in the

movie Minority Report, where Tom Cruise's character John Anderton owns a

phone with the Nokia logo clearly written in the top corner, or his watch

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engraved with the Bulgari logo. Similarly, product placement for Omega

Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James

Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver

Surfer", the main transport vehicle shows a large Dodge logo on the

front. Blade Runner includes some of the most obvious product placement; the

whole film stops to show a Coca-Cola billboard.

PHYSICAL ADVERTISING:

PRESS ADVERTISING

Press advertising describes advertising in a printed medium such as

a newspaper, magazine, or trade journal. This encompasses everything from

media with a very broad readership base, such as a major national newspaper

or magazine, to more narrowly targeted media such as local newspapers and

trade journals on very specialized topics. A form of press advertising

is classified advertising, which allows private individuals or companies to

purchase a small, narrowly targeted ad for a low fee advertising a product or

service. Another form of press advertising is the Display Ad, which is a larger ad

(can include art) that typically run in an article section of a newspaper.

BILLBOARD ADVERTISING

Billboards are large structures located in public places which display

advertisements to passing pedestrians and motorists. Most often, they are

located on main roads with a large amount of passing motor and pedestrian

traffic; however, they can be placed in any location with large amounts of 

viewers, such as on mass transit vehicles and in stations, in shopping malls or

office buildings, and in stadiums.

MOBILE BILLBOARD ADVERTISINGMobile billboards are generally vehicle mounted billboards or digital screens.

These can be on dedicated vehicles built solely for carrying advertisements

along routes preselected by clients, they can also be specially equipped cargo

trucks or, in some cases, large banners strewn from planes. The billboards are

often lighted; some being backlit, and others employing spotlights. Somebillboard displays are static, while others change; for example, continuously or

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periodically rotating among a set of advertisements. Mobile displays are used

for various situations in metropolitan areas throughout the world, including:

Target advertising, One-day, and long-term campaigns, Conventions, Sporting

events, Store openings and similar promotional events, and Big advertisements

from smaller companies.

IN-STORE ADVERTISINGIn-store advertising is any advertisement placed in a retail store. It includes

placement of a product in visible locations in a store, such as at eye level, at

the ends of aisles and near checkout counters, eye-catching displays promoting

a specific product, and advertisements in such places as shopping carts and in-

store video displays.

COFFEE CUP ADVERTISING

Coffee cup advertising is any advertisement placed upon a coffee cup that is

distributed out of an office, café, or drive-through coffee shop. This form of 

advertising was first popularized in Australia, and has begun growing in

popularity in the United States, India, and parts of the Middle East.

STREET ADVERTISINGThis type of advertising first came to prominence in the UK by Street

Advertising Services to create outdoor advertising on street furniture and

pavements. Working with products such as Reverse Graffiti and 3d pavement

advertising, the media became an affordable and effective tool for getting

brand messages out into public spaces.

CELEBRITY BRANDINGThis type of advertising focuses upon using celebrity power, fame, money,

popularity to gain recognition for their products and promote specific stores or

products. Advertisers often advertise their products, for example, when

celebrities share their favourite products or wear clothes by specific brands or

designers. Celebrities are often involved in advertising campaigns such as

television or print adverts to advertise specific or general products. The use of 

celebrities to endorse a brand can have its downsides, however. One mistake

by a celebrity can be detrimental to the public relations of a brand. Forexample, following his performance of eight gold medals at the 2008 Olympic

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Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was

terminated, as Kellogg's did not want to associate with him after he was

photographed smoking marijuana.

SALES PROMOTIONS

Sales promotions are another way to advertise. Sales promotions are double

purposed because they are used to gather information about what type of 

customers you draw in and where they are, and to jumpstart sales. Sales

promotions include things like contests and games, sweepstakes, product

giveaways, samples coupons, loyalty programs, and discounts. The ultimate

goal of sales promotions is to stimulate potential customers to action. 

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Chapter-3

Research methodology 

3.1 Research design:

The research design constitutes the blueprint for the collection, measurement

and analysis of data. It is the strategy for a study and the plan by which the

strategy is to be carried out. 

The research design of the project is conclusive in nature. It is conclusive in

nature since we are assessing the effectiveness of various advertisement

mediums Neva is using, and also providing with a proposal of an ad strategy.

3.2 Collection of data

Primary Data

For the purpose of collection of primary data, the respondents were personally

interviewed to fill the questionnaires to fulfil the objectives of the study.

3.3 Research Instrument:

This work is carried out through self-administered questionnaire. The

questions included were open ended, dichotomous and offered multiple

choices.

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3.4 Population

Population consists of consumers whether user of Neva’s products or not. 

3.5 Sample size: 200 consumers.

3.6 Area selected: Ludhiana, Ambala, Amritsar, Patiala, Chandigarh, and

Jalandhar. 

3.7 Sampling technique 

Both convenient sampling techniques are used for completing the objectives of 

study. First of conveniently selected 6 cities of Punjab and Haryana; Ludhiana,

Ambala, Jalandhar, Amritsar, Patiala, Chandigarh.

3.8 Limitations of study

The present study was subject to a few limitations, which should be taken into

considerations while considering the findings:

  Due to limited and resources, the sample size had to confine to

limited number of respondents.

  The personal opinions and views of respondents were taken into

account for the analysis. The accuracy of the data so obtained was

limited to the reliability of facts presented by the respondents.

  Convenient Sampling technique was used; therefore sample may not

truly represent the population.

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Chapter-4

4.1 ANALYSIS AND FINDINGS 

Sample

Chart 4.1

The above chart shows the population of consumers selected from different cities.

ambala

15%

amritsar

15%

chandigarh

20% jalandhar

15%

ludhiana

20%

patiala

15%

consumer sample

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Chart 4.2

The chart shows the population distribution according to age.

Chart 4.3

18-25

40%

25-35

30%

35-50

20%

50+

10%

sample according to age

18-25 25-35 35-50 50+Sum of female 32 16 18 8

Sum of male 48 44 22 12

0

10

20

30

40

50

60

   n   o   o    f   p   e   o   p    l   e

Sample

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Advertising mediums

Chart 4.4

Average Rating

This shows that according to people TV advertisements are the most effective, followed by

Newspaper and Hoardings which are its major competitors.

3.4

3.6

3.8

4

4.2

4.4

4.6

Total

Effectiveness Of AdvertisementMediums

Sum of Hoardings

Sum of Magazine

Sum of Newspaper

Sum of RadioSum of SMS

Sum of TV

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Age groups watching different TV Channels:

Chart 4.5

The graph shows that amongst the age group between 18-25 MTV is the most viewed Channel

followed by star plus. For age group 25-35 colors is the leading channel followed by Star plus. Forage group 35-50 ten sports lead and people also watch news channels. For 50+ age group people

watch people watch news channels and Star Plus.

The above table shows that star plus is the channel viewed by people of all age groups.

20

15

5

8

5

8

0 0

12

7

13

00

17

12

0

5 5

0 0

30

8

0 0

8

0

1012

0

5

10

15

20

25

30

35

18-25 25-35 35-50 50+

Sum of *plus Sum of zee Sum of ten sports

Sum of colors Sum of sony Sum of M tv

Sum of aaj tak

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Timings of watching TV

Chart 4.6 

The above graph shows the time at which the different age groups watch Television. Age group 18-

25 watch television between 8-11 pm. For age group 25-35 the peak time is 4-7pm. People in age

group 35-50 watch television between 4-7pm and for 50+ peak hours is between 10 am- 3pm.

18-25 25-35 35-50 50+

Sum of 4am-9am 0 15 10 0

Sum of 10am-3pm 10 8 8 14

Sum of 4pm-7pm 30 20 13 6

Sum of 8pm-11pm 40 17 9 0

05

1015202530354045

   N   O    O

   F   P   E   O   P   L   E

Timings

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Radio channel listened

Chart 4.7

The graph shows that 94.3 FM is the most listened radio program among all age Groups.

Radio timings

Chart 4.8

The age group 18-25, 25-35 and 35-50 listen radio program between time 10am-3 pm. For age group

50+ the time for which radio is listened most is 8 pm-11 pm.

18-25 25-35 35-50 50+

712

9

0

45

24

5 5

106 8

0

811

2 0

RADIOSum of 92.7 Sum of 94.3 Sum of 98.3 Sum of 102.7

18-25 25-35 35-50 50+

0

12

30

27

17

10

0

23

94

0

20

15

85

RADIO TIMINGS

Sum of 4am-9am2 Sum of 10am-3pm2

Sum of 4pm-7pm2 Sum of 8pm-11pm2

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Newspaper readership

Chart 4.9

The above graph shows the newspaper readership amongst various age groups which is maximum

in age group 50+ (approx 100%).

Newspaper read 

Chart 4.10

For age group 18-25 and 25-35 TOI is the most read newspaper. For age groups 25-50 and 50+ Dainik

Jagran leads followed by TOI again.

68

55

36

19

12

5 41

0

10

20

30

40

50

60

70

80

18-25 25-35 35-50 50+

Sum of Paper read y Sum of paper read n

3

1211

87 7

46

0

6

0 0

13

56

0

27

15

9

5

18

0

6

00

5

10

15

20

25

30

18-25 25-35 35-50 50+

Sum of D.Jagran Sum of D.bhaskar Sum of P. kesari

Sum of HT Sum of ToI Sum of Tribune

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Magazine readership

Chart 4.11

The graph shows that for age groups 18-25 and 25-35 the magazine readership is less than 50%, but

there is a good number of magazine readers i.e. approx 70% and 55% for age groups 35-50 and 50%

respectively.

Magazine read 

5

Chart 4.12

India today is the most read magazine for all age groups.

36

29 28

11

44

31

129

0

5

10

15

20

25

30

35

40

45

50

18-25 25-35 35-50 50+

Sum of magazineY Sum of magazineN

18-25 25-35 35-50 50+

18

14

17

2

10

76 6

8 8

53

magazine readership

Sum of india's today Sum of business today Sum of outlook

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Ads Recalled through Newspaper

Chart 4.13

Approx all people reading Newspaper could Recall a Brand.

Brand recall through TV

Chart 4.14

There is a 100% Ad Recall through TV.

no

1%

yes

99%

Ads Recalled through newspaper

Ads recalled through TV

no

yes

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Ads Recalled Through Hoardings

Chart 4.15

There is a 96% advertisement recall through Hoardings.

Ads Recalled through magazine

Chart 4.16

Approx 40% people can recall an Ad through magazine.

no

4%

yes

96%

Ads recalled through Hoardings

no

61%

yes39%

Ads recalled through Magazine

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Ads recalled through Radio

Chart 4.17

Approx 30% people recall Ad through Radio.

Ads Recalled through SMS

 

Chart 4.18

Only 16% population can recall an Ad through SMS.

no

72%

yes

28%

Ads recalled through Radio

no

84%

yes

16%

Ads recalled through SMS

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Brand recalled through various media:Innerwear:

Chart 4.19

Jockey is the brand most recalled for all age groups except for age group 50+ where LUX is the most

recalled brand.

18-25 25-35 35-50 50+

59

41

29

42 0 2 04

104 5

0 0 0 06 4 5

11

3 2 0 06

30 0

innerwear brand recall

Sum of jockey Sum of amul Sum of red hill Sum of neva

Sum of lux Sum of Enamor Sum of bodycare

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Casual/Summer wears

Chart 4.20

Levis is the brand most recalled in age group 18-25 and 50+. For age group 25-35 and 35-50

woodland is the most recalled brand.

18-25 25-35 35-50 50+

25

5

10

0

34

16

0

11

12

27

15

6

02

6

0

96

0 0

brand recall for casual/summerSum of lee Sum of levis Sum of woodland

Sum of nike Sum of tommy

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Thermal wears

Chart 4.21

Neva is the most recalled brand amongst thermals for age group 18-25 and 25-35 and 50+. For age

group 35-50 Lux is the brand most recalled.

31

23

11 12

25

17

40

3 5

8

01

11

0 0

10

4

17

8

18-25 25-35 35-50 50+

brand recall of thermal wearsSum of neva Sum of jockey2 Sum of amul2

Sum of reebok2 Sum of lux2

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Advertisement Awareness Of Neva:

Chart 4.22

The graph shows that among all age groups there is low awareness of advertisement about NEVA.

Awareness Mediums

Chart 4.23

Amongst the various advertisement mediums television and newspaper are effective for age groups

18-25 and 25-35. For age groups 35-50 and 50+ hoardings and newspaper are effective mediums.

14 1610

8

66

44

30

12

18-25 25-35 35-50 50+

advertisement awarenessSum of yes Sum of no

6 6

1

2

6

9

3 3

2

1

6

3

18-25 25-35 35-50 50+

awareness mediums

Sum of tv Sum of newspaper Sum of hoardings

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Effectiveness of Internal Advertisement Materials:

Chart 4.24

Effectiveness of different internal ad materials

Modes Rank

Packaging 1

Carry bags 2

Danglers 3

Posters 4

SMS 5

Modules 6Stickers 7

Table 4.1

0

100

200

300

400

500

600

700

800

900

1000

packaging carry bags danglers posters sms modules stickers

Effectiveness of different internal ad

material

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Advertisements liked By People:

Advertisement liked in TV

Chart 4.25

Type of advertisement liked most is humorous, followed by action, followed by drama, brand focus

and lastly celebrity.

Sum of 

humorous, 67

Sum of drama,

34

Sum of action,

55

Sum of brand

focus, 24Sum of 

celebrity, 20

0

10

20

30

40

50

60

70

80

tv

   n   o   o    f   p   e   o   p    l   e

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Advertisement liked in newspaper

Chart 4.26

In newspaper the advertisements which are brand focused are most liked by

people.

Advertisement liked in Radio

Chart 4.27

Amongst radio advertisements dramatic ads are most liked followed by

humorous and brand focused.

45

110

45

newspaper

Ads liked in newspaperSum of humorous Sum of brand focus Sum of celebrity

6570

55

10

radio

Ads liked in radio

Sum of humorous Sum of drama Sum of brand focus Sum of celebrity

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Advertisement liked in Magazine: 

Chart 4.28

In magazine celebrity ads are most liked by people.

19

56

125

magazine

Ads liked in magazineSum of humorous Sum of brand focus Sum of celebrity

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4.2 Proposal: To make an advertisement strategy on

Summer Wears within a budget of 2.25 Crore.

My survey showed that TV, Newspaper and hoardings are the most Effective

advertisement Medias, whereas Radio and Magazine are not that effective.

Therefore I decided to invest on these three Medias and internet. I would like

to go for a 5 month ad campaign within Punjab in the following way:

  Television: To hit the Youth segment more expenditure should be

spend on sponsoring Reality Shows. A sponsorship of a reality show on

UTV Bindass can cost approx 25 lakhs. The show will be telecasted twice

a week. And a show like Roadies on MTV(most viewed channel by

youngsters) can cost around 1.25 crore.

So I think going for this sponsorship is good option. Roadies is a show

which continues for 3 – 4 months, therefore it would be beneficial for

going in this sponsorship, and moreover the youth will be covered.

  Newspaper: According to a survey, TOI is the most reading English

newspaper in India and D. Jagran is the most reading hindi newspaper. 

So expenditure should be made in these two newspaper. All the aspectof newspaper ad must be considered. Ad in newspaper should not

consistent, there must be gap in between one time ad and second time

ad. I have found in survey people can recall ads through newspapers

and it is considered as second most effevtive advertising media. We can

also provide some sponsorship to an event of particular newspaper ,

they will provide us some free advertisement. So I think spending 40-50

lakhs for these newspapers for summer wears for 4-5 months will be the

best option.

  Hoardings: According to survey, hoardings are the third most effective

advertising media. While giving ads through hoardings proper analysis

should be done regarding the location of hoardings. Around 5-10 lakhs

should be spend on hoardings for given time period for summer wears. 

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  Internet: Except these above vehicles , internet is also getting very

effective these days. Social sites like facebook, my space, google plus,

orkut etc. are very popular. So these can be used as an ad vehicle. 

Expenditure of these sites are most likely available on these sites.

I have collected some information about these sites and get few details.

There are basically two types of ads one is impression that means it will

show your ad on their site and charge some fee, second is performance ,

they will charge you any one click on your advertisement. Most popular

sites like rediff and yahoo charges around 2-3 lakhs for sending approx 5

lakhs e-mails.

There are many more sites which helps you in giving ad through internetmedia few eg. are:

  Google ad sense

  Way2sms

  Songs.pk

  Tribal fusion.

so in the end I can say expenditure of 30-40 lakhs should be spend on

internet ads. This will benefit very much.

Imp note: only advertisement cannot do anything. If there is no

availability of products to ultimate consumers, advertisement will be

a total loss. Other factors also effect the sale of the product just as

quality, price, service provided by the company. So it is rightly said

“I know that half of my advertising budget is wasted, but I’m not sure

which half” 

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Chapter -5

5.1 Conclusions :

  Many people don’t know about the brand name Neva itself. 

  Maximum customers are able to recall Jockey at the very first instant and

majority of them are buying it too.

  Mode through which maximum customers come to know about their

brand is E-Media.

 MTV is the channel most viewed by the youngsters and star plus isviewed by all the people.

  Radio 92.7 FM is the most listened Radio Channel.

  Newspaper is read by almost the entire population, with TOI and Punjab

Kesari the leading ones.

  Amongst magazines India Today is read the most.

  Newspaper, Television and Hoardings are the most Effective

Advertisement medias.

  There is poor ad recall through medias like Radio, Magazine and SMS.

  The most recalled brand amongst following categories:

  Inner wear: Jockey

  Casual: Woodland and Levis.

  Thermal Wear: Neva followed by Jockey

  Amongst internal Ad materials packaging, Carry bags and Danglers are

most liked by people.

  Ads liked by people among various medias:

  Television : humorous, action

  Newspaper : Brand Focus

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  Radio : drama

  Magazine :Celebrity

  People interchangeably use NEVA with NIVEA which is a sigh of low

awareness and not a good brand image.

5.2 Recommendations

  Steps must be taken to create brand awareness of Neva.

  Newspaper and electronic media must be used as the communicationchannels.

  Neva must explore in other fields except Thermal wears.

  Use of hoardings and sponsoring events within the city can also lead to

brand awareness and brand recall.

  Economic class should be targeted more.

  More focus on quality should be there.

  Surplus products should not be sold under the brand name Neva.

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Bibliography:

  www.google.com 

  www.wikipedia.com 

  www.fibre2fashion.com 

  www.nevaindia.com 

  Books referred :

  Marketing Management by Philip Kotler. 

  Marketing research by Malhotra and Das.