SYNOPSIS OF

PROJECT
Submitted to: Ms. Krity Mehta
Submitted by : Saurabh Chauhan(11BBA28)

Content

Introduction
Products
Objectives
Research methodology
Review Literature
Bibliography

INTRODUCTION
Brandisthe"name,term,design,symbol,oranyotherfeaturethatidentifiesone
seller'sproductdistinctfromthoseofothersellers."Brandsareused
inbusiness,marketing,andadvertising.Initially,livestockbrandingwasadopted
todifferentiateoneperson'scattlefromanother'sbymeansofadistinctivesymbol
burnedintotheanimal'sskinwithahotbranding iron.Amodernexampleofa
brandisCoca ColawhichbelongstotheCoca-ColaCompany.Inaccounting,a
branddefinedasanintangibleassetisoftenthemostvaluablebrandassetona
corporation'sbalancesheet.Brandownersmanagetheirbrandscarefullytocreate
shareholdervalue,andbrand valuationisanimportantmanagementtechnique
thatascribesamoneyvaluetoabrand,andallowsmarketinginvestmenttobe
managed(e.g.:prioritizedacrossaportfolioofbrands)tomaximizeshareholder.

Brand awarenessistheextenttowhichabrandisrecognizedby
potentialcustomers,andiscorrectlyassociatedwithaparticularproduct.
Expressedusuallyasapercentageoftargetmarket,brandawarenessis
theprimarygoalofadvertisingintheearlymonthsoryearsofaproduct's
introduction.
Brandawarenessisrelatedtothefunctionsofbrandidentitiesin
consumersmemoryandcanbereflectedbyhowwelltheconsumerscan
identifythebrandundervariousconditions.

LIJJAT PAPAD
The beginning
Itallbeganon15thmarch1959,whichwasawarmsummerdaywiththe
sunshiningbrightlyinthecloudlesssky.Amajorityofthewomen
inhabitantsofanoldresidentialbuildinginGirgaum(athicklypopulated
areaofSouthBombay),werebusyattendingtheirusualdomesticchores.

Afewofthem,seventobeexact,gatheredontheterraceofthebuildingand
startedasmallinconspicuousfunction.Thefunctionendedshortly,the
result-productionof4packetsofPapadsandafirmresolvetocontinue
production.Thispioneerbatchof7ladieshadsettheballrolling.

Asthedayswentby,theadditionstothisinitialgroupof7
wasever-increasing.Theinstitutionbegantogrow.

Theearlydayswerenoteasy.Theinstitutionhasitstrials
andtribulation.Thefaithandpatienceofthememberswere
puttotestonseveraloccasion-theyhadnomoneyand
startedonaborrowedsumofRs.80/-.
Self-reliancewasthepolicyandnomonetaryhelpwastobe
sought(notevenvoluntarilyoffereddonations).Sowork
startedoncommercialfooting.Withqualityconsciousnessas
theprinciplethatguidedproduction,Lijjatgrewtobethe
flourishingandsuccessfulorganisationthatitistoday

About lijjat
ShriMahilaGrihaUdyogLijjatPapadisaWomen's
organisationmanufacturingvariousproductsfromPapad,Appalam,
Masala,GehuAtta,Chapati,SASADetergentPowder,SASADetergent
Cake(Tikia),SASALiquidDetergent.
Theorganisationiswide-spread,withit'sCentralOfficeatMumbaiand
it's81Branchesand27DivisionsindifferentstatesalloverIndia.
Membershiphasalsoexpandedfromaninitialnumberof7sistersfrom
onebuildingtoover43,000sistersthroughoutIndia.
Thesuccessoftheorganisationstemsfromtheeffortsofit'smember
sisterswhohavewithstoodseveralhardshipswithunshakablebelief
in'thestrengthofawoman'.

Diversification

Shri Mahila Griha Udyoghasdiversifieditsvariousactivities.Besidesit's

worldfamouspapadsitalsocurrentlyhasAFlourDivisionatVashi(Mumbai)whereflourismilledfromUdadDaland
MoongDal.
AMasalaDivisionatCottongreen(alongwithaQualityControlLaboratory)at
thesameplacewheredifferentkindsofspicepowderslikeTurmeric,Chillies,
CorianderandreadymixmasalaandlikeGaramMasala,TeaMasala,Pav
BhajiMasala,PunjabiCholeMasalaetc.arepreparedandpackedinconsumer
packs.
APrintingDivisionalsoatthesameplace.
LijjatAdvertisingDivisionatBandra(Mumbai)
ChapatiDivisionsatBandra,Wadala,Mulund&Kandivali
APolypropyleneset-upatKashi-MiraRoad.
ADetergentPowderandCakesmanufacturingunitatPune(Sanaswadi).

Core Values

Shri Mahila Griha Udyog LijjatPapadissynthesisofthreedifferent

concepts,namely

(1)TheconceptofBusiness
(2)Theconceptoffamily
(3)TheconceptofDevotion
Alltheseconceptarecompletelyanduniformlyfollowedinthis
institution.Asaresultofthissynthesis,apeculiarLijjatwayofthinking
hasdevelopedtherein.

Theinstitutionhasadoptedtheconceptofbusinessfromthe
verybeginning.Allitsdealingsarecarriedoutonasound
andpragmaticfooting-Productionofqualitygoodsandat
reasonableprices.Ithasneverandnorwillitinthefuture,
acceptanycharity,donation,giftorgrantfromanyquarter.
Onthecontrary,themembersistersdonatecollectivelyfor
goodcausesfromtimetotimeaccordingtotheircapacity.
Besidestheconceptofbusiness,theinstitutionalongwithall
it'smembersistershaveadoptedtheconceptofmutual
familyaffection,concernandtrust.Allaffairsofthe
institutionaredealtinamannersimilartothatofafamily
carryingoutitsowndailyhouseholdchores.

Butthemostimportantconceptadoptedbytheinstitutionis
theconceptofdevotion.Forthemembersisters,employees
andwellwishers,theinstitutionisnevermerelyaplaceto
earnone'slivelihood-Itisaplaceofworshiptodevoteone's
energynotforhisorherownbenefitsbutforthebenefitof
all.Inthisinstitutionworkisworship.Theinstitutionisopen
foreverybodywhohasfaithinitsbasisconcepts.

MILESTONES

Lijjat Papad has been chosen as a Power Brand

2010-2011 by the Indian Consumer and received the
Award on 4th February 2011 in New Delhi by
our President Smt. Swati R. Paradkar .

At the National Convention on "Rural Industrialisation", held by Khadi & Village

Industries Commission along with Ministry of Agro and Rural Industries at New Delhi
on 14th March 2003, Institution recevied the "Best Village Industry Institution" award
from Hon'ble Prime Minister Shri Atal Bihari Vajpayee.

Recevied "Brand Equity Award" at the hands

of Hon'ble President of India
Dr. A.P.J Abdul Kalam at Vigyan Bhavan, New Delhi

LIJJAT PAPAD

LijjatistheNo.1playerinthissegmentinallthemarketsthatitis
present.Infactthebrandhasbecomegenericinnature.TheLijjatnameis
synonymouswithqualitypapads.Theonlyotherestablishedcompetitor
inthissegmentisTasty.
Papadmakingisalabourintensiveandrequireslowworkingcapital.
Thereforetherearehardlyanyentrybarriersinthisbusiness.Alsothere
arealotofvariantsofpapadbasedontheregionalandlocaltastes.The
localoperatorscatertoalimitedgeographicalareaandappealthelocal
tastebuds

Products

Papad
udadwithgarlicchillies
udadwithredcchillies
moong
udadspecial
moongspecial
Punjabimasalespecial

Traditional masala
Standardchillipowder
Premiumchillipowder
Kashmirichillipowder
Turmericchillipowder
Corianderpowder
Cuminpowder
Blackpepperpowder

Ready mix masala

Garammasala
Teamasala
Pavbhajimasala
Punjabicholemasala
Jaljeeramasala
Fishmasala
Chickenmasala

Jeera papad
Appalam
Gehu atta

Detergent

Det. powder active white

Det. Powder green
Det. Powder yellow
Dish wash bar
5ltr liquid soap

Objectives

Toassesstheawarenessforlijjatpapad
Toassessthereasonsforpreferringlijjatasabrandtostudythewhole
journeyoflijjat.
Tounderstandthecompetitivemarketoflijjatpapad
Toanalyseandevaluatethesatisfactionofcustomers:
Taste
Quality
Availability

Research Methodology

Typeofresearch :
DescriptiveSurveyResearch
TypeofData
:
PrimaryandSecondary
SampleSize
:
80
SampleMethod :
NonProbability
SamplingProcedure :
ConvenienceSampling
ToolsofAnalysis
:
BARCHART

Review Literature

Thetwoimportantmeasureofbrandawarenessisbrandrecognitionand
recall.(HoyerandBrown,in1990,)
Kapferer,in1988saystopofmindawarenessiscriticalasitcaptures
theconsiderationsetinagivenpurchasesituation.(Laurent,Kapferer
andRoussel,1995)Studyonrecallofpictorialadvertisementsas
comparedtonon-pictorialadvertisementsindicatehowmuchmore
effectivetheyareruralconsumersascomparedtourbanconsumers.
(Velayudhan,2002)Insomestudies,brandpreferencehasbeenequated
withbrandloyalty(e.g.,Rundle-ThieleandMackay2001).

Inotherstudies,ithasbeenevaluatedasaprecursortobrandloyalty
(e.g.,Odinetal.2001).Ben-Akivaetal.(1999)definepreferencesas
comparativejudgmentsbetweenentities.Additionalreasons(other
thanpromotions)whyconsumersmaypurchaseotherbrandsdespitea
statedbrandpreferenceincludeadesiretotryandlearnmoreabout
differentbrandsinthecategory;changingneedsorsituations;variety
seeking;andchangesintheavailablealternativesduetonewproductsor
improvementstoexistingproducts(Coulteretal.2003).Albaand
Hutchison(1987)proposethatexpertsaremorelikelytosearchfornew
informationbecause(a)expertiseincreasesawarenessoftheexistenceof
potentiallyacquirableinformationand(b)familiarityreducesthecostof
informationacquisition.

SchmidtandSpreng(1996)furtherpostulatethatknowledge
increasestheperceivedabilitytosearchandthereforeshould
decreasetheperceivedcostsofsearch.Greaterknowledgehas
beenshowntobepositivelyrelatedtoincreasedinvolvement
withacategory(e.g.,Rajuetal.1995).
Dunnetal.(1978)viewedadvertisingfromitsfunctional
perspectives;
Morden(1991)isoftheopinionthatadvertisingisusedto
establishabasicawarenessoftheproduct.
ThoseviewsofEtzeletal.(1997)coincidewiththesimplebut
all-embracingdefinitionsofDavies(1998)andArens(1996).
Aaker(2000)regardedbrandawarenessasaremarkablydurable
andsustainableasset.

YeeandYoung(2001),aimedtocreateawarenessofhighfatcontentof
pies,studiedconsumerandproducerawarenessaboutnutritionlabeling
onpackaging.
Chen(2001)expressedadifferentthoughtonbrandawarenessthatitwas
anecessaryassetbutnotsufficientforbuildingstrongbrandequity.
Beverland(2001)analyzedthelevelofbrandawarenesswithintheNew
Zealandmarketforzesprikiwifruit.

Bibliography

www.google.com
Wikipedia
Yahoo.com

Thank you