MAGNUS SCHOOL OF BUSINESS

MANAGEMENT THESIS

A STUDY ON EFFECTIVENESS OF AACHI MASALA ADVERTISEMENTS

INTRODUCTION: This study entitled “A STUDY ON EFFECTIVNESS OF AACHI MASALA’S ADVERTISEMENTS” is conducted in Aachi masala Pvt. Ltd.,This study is all about three advertisements for Aachi masala’s “Thaai vetto seedhanam” “Ooralam pechi samaiyaluku aachi” and “Vagai vagaiyana samayaluku aachi masala”

COMPANY PROFILE

FOUNDER:

Mr. A. Padmasing Isaac is the Founder and chairman of Aachi Group of Companies.

VISSION AND MISSION

Vision

To manufacture and market products on a sustainable financial basis of profitable growth and increasing value for our customers and stakeholders.

MISSION: We are committed to cater our customers with the

finest, high quality products, hygienically packed and competitively priced to continually exceed

our customer, producer, and supplier’s expectations with a mutually profitable relationship. We will achieve this with in a business culture of dignity and respect.

The company has grown from humble beginning and the sales turn over of the year 2008-09 stands at 20 7 Crores.

Their turn over has been increasing at 50% over the last two years and they are confident of continuing this growth rate.

We have currently 105 product ranges available in different pack size to suit every house hold.

The success stems from consumer-oriented approach. After surveying the consumers needs R & D develops the products as per the consumer’s requirement. As per quality guidance and specifications the products are produced by the qualified manufacturing company through special partner oriented programmed.

Currently products reach the consumers through 2000 Agents and 4 Lakh Retailers. Our product range is classified under 7 Divisions for better and easy distribution.

PRODUCT PROFILE: Masala Powders

Non Veg Masala

Spices

Spices Powders

Rice Paste varieties

Thokku

Pickles

Cooking Paste

Non Veg Pickles & Thokku

Oil

Ready to Cook Flour

Flour Items

Special Products

Other Brands

PROBLEM STATEMENT:As it is explained earlier that advertisements are very

complicated and have to invest more for advertisement

and promotion activities. It’s because of creating

awareness about product for the people so those

activities have to fit into mind of the people. This

study is to find out whether there is sufficient reach

of advertisements for Aachi masala.

OBJECTIVES:To find out whether people have noticed the advertisement for Aachi masala if so it related to increase in the business.

Secondary objectives:

To find out whether customers are able to recall the advertisement

To find out whether people are able to describe the advertisement

To find out whether advertisement induces customers to buy the product

To find out whether the recent changes in advertisement has influenced more people to buy the product

SCOPE OF THE STUDY:The study is conducted from house wives to find out the

awareness level of the brand. If this study includes all categories of people then it will indicate higher awareness level.

Primary data was used to identify the effectiveness of advertisements. Collection of secondary data would help to acquire more knowledge.

This study is conducted at micro level i.e. only concentrated chennai market. Macro including state as a whole would help to understand and develop better strategies.

RESEARCH METHODOLOGYDefinition:

REMAN and MORY defines research as “Systematical effort to gain new knowledge.”

Research Design:

The research design is the determination and statement of general approach of strategy adopted for the particular project. It is the heart of the planning, which will ensure that the needs will be served.

Descriptive and adoptive research has been followed in the study as it is invested to produce accurate descriptive of various relevant into the decision faced without demonstrating that some relationship exit with in variable. It is used to measure the behavioural variables of people subject who are under the study

Sampling: Sampling may be defined as the selection of some part of aggregate or totaling on the basis of which judgment or inference about the aggregate is made. The sampling technique used in this study is “Convenience sampling.” When the population elements for inclusion in the sample based on the easy of access, it can be called as convenience sampling.

LIMITATIONS: 1.This study conducted within one geographical area, which is applicable to Chennai only. 2.This survey which was taken in particular area only.

3.This survey is only taken from homemakers, who generally cook.

4.This study was conducted only with limited number of data.

SWOT ANALYSIS Our Strengths• Employees

• Loyal customers

• Continuous market analysis and study

• Strong resources & Network

• Quality service

• Standardization & gradation of products as per international standards

• International business standard ethics

• Our turn over has been increasing at 50% over the last two years and we are confident of continuing this growth rate. We have currently 130 product ranges available in different pack size to suit every household.

Weakness:Any existing or potential force which could server as a barrier to maintaining or

achieving a competitive advantage in the market.Ex.Lack of a clear company strategy, Lack of training opportunities.

Opportunity:

Our products are also available in the following international locations.Dubai, Switzerland, Australia, USA, Kuwait, UK, Bahrain, Qatar, Jamaica, Singapore &

Canada.

Thread:

Compitition Only major competitor is Sakthi masala. Others Chinni’s,MTR,Everest,Lala was our thread.

LEARNING• Learned effective research skills and research methods and

usefulness of statistical tools.

• Learned the effectiveness of advertisements in a practical way.

• Learned how much advertisements play important role in FMCG companies.

• Learned an idea about sponsorship for television programs.

• Learned consumer behaviors on advertisement.

• Learned different perceptions of the people about advertisements. Some people are unaware about Aachi masala’s advertisement but they are still regular buyer of the product.

• Learned about FMCG company in practical way by directly speaking with people.

CONCLUSION• According to this study, I have found out that people

notice advertisements and the awareness level of the brand is good only because of advertisements.

• “Thaai veetu sedhanam” and “Vagai vagaiyana samaiyaluku aachi” advertisements have reached people in good percentage.

• According to this study, we can’t come to conclusion that advertisements are either related to increase the sales. It is based on perception of the people.

• Based on this study I would say television advertisements have more reach to the people.

THANK YOU