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Parle and BritanniaL

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A Project Report

COMPARATIVE STUDY BETWEEN PARLE-G & BRITANNIASubmitted in the partial fulfillment of the degree of Bachelor of Business Administration 2010 - 11


Project Guide: Ms. Surbhi

Project Incharge : Mr. Abhinav Bhatnagar(Course Coordinator)

Submitted By: Tripti Verma Roll No. R0902011354 B.B.A Vth Sem Section: B


Small words move with ease where big words stand still. And smaller are the echoes of my words that go to offer a string of thoughtful and thankful notes to the helping hands that have steered clear my journey to the completion of this study paper. Preparing a project of this nature is an tedious task and I was fortunate enough to get support from a large number of persons to whom I shall always remain grateful. I am extremely grateful to Mr. Manish Jain (Vice Chairman),

Dr. A.K.Garg (Executive Director), Mr. Hariom Agarwal (Director), Mr. M.P. Singh (H.O.D. Management Department) Mr. Abhinav Bhatnagar ( Course coordinator), Ms. Roma Mam (Project Guide), All the faculty member and Mr. Sanjeev Singh (Librarian) & all the Lab staff for providing me this opportunity and expose me to industrial culture. And to the people in libraries, who spared their time in giving their opinions and discussed things to my satisfaction. A bouquet of hearts I share with them. Vedangi Agarwal B.B.A Vth Sem


Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others or other wise it is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals. Marketing Strategy Marketing strategy is a set of objectives, policies and rules that leads the company's marketing efforts. It is the marketing approach to accomplish the bread objective of the marketing approach to accomplish the bread objective of the marketing plan. The various process of marketing strategy are given below. 1. Selecting largest markets segmentation 2. Positioning 3. Product 4. Price 5. Place 6. Promotion

7. Research and development 8. Marketing research Market segmentation and selecting target market It is an effort to increase a company's precision marketing. The starting point of any segmentation discussion is mass marketing. In mass marketing, the seller engaged in the mass production, mass distribution and mass promotion of one product for all buyers. Market segment consists of a large identifiable group within a market with similar wants, purchasing power geographical location, buying attitudes or buying habita. It is an approach midway between mass marketing and individual marketing. Through this the choice of distribution channels, and communicaton channels become much easier. The researchers try to form segments by looking at consumer characteristics; geographic, demographic, and psychographic. After segmenting the market then target market selected. 2. Positioning:- The positioning is a creative exercise donw with an existing product. the well known products generally hold a distinctive position in consumer's minds. The positioning requires that every tangible aspect of product, price, place and promotion must support the chosen positioning strategy. Company should develop a unique selling proposition (USP) for each brand and stick to it, PPL consistently promotes its DAP fertilizer by Higher

yield at lower cost. As companies increase the number of claims for their brand, they risk disbelief and a loss of clear positioning. In general a company must avoid four major positioning errors. Those are under positioning over positioning, confused positioning and doubtful positioning. 3. Product:- A product is any offering that can satisfy a need or want. The major types of basic offerings are goods, services, experiences, events, places, properties, organizations, information and ideas. The company gives more importance in quality, packaging, services etc. to satisfy the customers. The products has it's life cycle. The product strategies are modified in different stages of product life cycle. 4. Price:- It is the most important aspect in company's point of view. Price of the product will be decided by the company according to the competitor's price. 5. Place:- This plays a major role in the entire marketing system. the company emphasis on it's distribution network. Proper distribution network gives proper availability of the product. 6. Promotion:- Promotion is the one of the major aspects in marketing strategies. By adopting various promotional activities the company create strong brand image. It also helps in increasing the brand awareness. It includes advertising, sales promotioins and public relations etc.

7. Research and Development:- after testing, the new product manager must develop a preliminary marketing strategy plan for introducing the new product in to the market. The plan consists of three parts. The first part describes the target market's size, structure and behavior. The second part out lines the planned price, distribution strategy and marketing budget for the first year. The third part of the development describes the long run sales and profit goals and marketing mix strategy over time.

INTRODUCTION Target Market Product Product variety Quality Design Features Brand name Packaging Sizes Services Warranties returns CONSUMER The term customer is typically used to refer to someone who regularly purchases a particular store or company. Thus, a person who shops at FOODWORLD or who uses Pepsodent tooth is viewed as a customer of these firms. Price List price Discounts Allowances Payment period Credit terms Promotion Sales promotion Advertising Sales forces Public relation Direct marketing Place Channels Coverage Assortments Locations Inventory Transport

The traditional view points have been to define consumers strictly in terms of economic goods and services. This position holds that consumers are potential

purchasers of products and services offered sale. Here our primary attention will be directed toward ultimate consumers, those individuals, who purchase for the purchase of individual or household consumption. And thus, this view has been broadened over time so that at least some scholars now do not consider a monetary exchange essential to the definition of consumer.

CONSUMER MARKET & BUYER BEHAVIOUR : The aim of marketing is to meet and satisfy target customers needs and wants. But getting to know your customers is never a simple job. Customers may state their needs and wants but act otherwise. They may not be in touch with their deeper motivations. They may respond to influences that change their mind at the last minute.

BRAND : Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. In fact, the word brand is derived from the Old Norse word brandr, which means "to burn," as brands were and still are the means by which owners of livestock mark their animals to identify them. According to the American Marketing Association (AMA), a brand is a "name, term, sign, symbol, or design, or a combination of them, intended to

identify the goods and services of one seller or group of sellers and to differentiate them from those of competition."

Thus, the key to creating a brand, according to the AMA definition, is to be able to choose a name, logo, symbol, package design, or other attribute that identifies a product and distinguishes it from others. These different components of a brand that identify and differentiate it can be called brand elements. Brand elements come in many different forms. For example, consider the variety of brand name strategies that exist. In some cases, the company name is essentially used for all products (e.g., as with General Electric and Hewlett-Packard). In other cases, manufacturers assign individual brand names to new products that are unrelated to the company name (e.g., as with Procter & Gamble and their Tide, Pampers, Iams, and Pantene product brands).

Definition : An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.

Branding: Definition Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Brand awareness : Brand awareness is a marketing concept that refers to a consumer knowing of a brand's existence; at aggregate (brand) level it refers to the proportion of consumers who know of the brand.

Brand equity : Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name[1][2][3][4]

. And, at the root of these marketing

effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes manufacturers/advertisers respond differently or adopt

appropriately adept measures for the marketing of the brand

Brand Strategy : A plan that employs a unique set of design tools - logo, palette, typefaces, formats, images, and language - created for an organization and applied to all its communication tools: annual report, letterhead, business card

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