CONTENTS

CHAPTER 1 PAGE.NO
 INTRODCTION OF THE STUDY 1-4
 NEED AND IMPORTANCE OF THE STUDY
 OBJECTIVES OF THE STUDY
 RESEARCH METHODOLOGY
 SOURCE OF THE DATA
 PRIMARY DATA
 SECONDARY DATA

 LIMITATIONS OF THE STUDY

CHAPTER 2 5-13
 INDUSTRY PROFILE
CHAPTER 3 14-25

 COMPANY PROFILE
 SUGUNA FOODS PROFILE
CHAPTER 4 26-42

 REVIEW OF LITERATURE
 BRAND
 BRAND AWRENESS
 BRAND POSITIONING
 BRAND LOYALITY
 BRAND REVITLZATIOIN

CHAPTER 5 43 - 60

 DATA ANALYSIS AND INTERPRETATION

CHAPTER 6 61 - 62

 FINDINGS
 SUGGESTIONS

CHAPTER 7 63 - 66

 ANNEXTURE

 QUESTIONNAIRE
 BIBLIOGRAPHY

4
 CHAPTER- 1

INTRODUCTION OF THE STUDY

5
 INTORDUCTION

Brand Awareness

The likelihood that consumers recognize the existence and availability of a

company's product or service. Creating brand awareness is one of the key steps in

promoting a product.

Brand awareness is an important way of promoting commodity-related products.

This is because for these products, there are very few factors that differentiate one

product from its competitors. Therefore, the product that maintains the highest brand

awareness compared to its competitors will usually get the most sales.

For example, in the soft drink industry, very little separates a generic soda from a

brand-name soda, in terms of taste. However, consumers are very aware of the brands

Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand

awareness equates to higher sales and also serves as an economic moat that prevents

competitors from gaining more market share.

17
NEED FOR STUDY

The changing trends in the Indian society lead consumers towards four wheelers

from two wheelers. The four wheeler/food industry is prospering in India with eleven

existing companies and different models are being produced by each of the company.

HERITAGE Udyog Ltd. being a standard company holds a major share in the Indian

market. With increase in competition it is releasing new models of foods with a less time

gap between one and the other. Due to the fewer gaps between one and the other, many

models are left unaware. Thus, this study helps to know the level of brand awareness of

HERITAGE FRESH FOODS and impact of advertisement in creating brand awareness.

18
Objectives:

Primary Objective: The main objective of the study is to know the level of

brand awareness of HERITAGE FRESH FOODS.

Secondary Objectives:

 To study the level of brand recall and brand recognition rate.

 To study the role of advertisements in motivating people towards

HERITAGE

Scope of the study:

Scope of the study is extended to 13 models of HERITAGE FRESH

FOODS. And the area of study is HYD..

Limitations:

 Findings are confined to specified period

 The study is limited to HYD and SECUNDERABAD areas.

19
Research Methodology:

Source of data:

Secondary data:

 Books: All the literature review.

 Company records: All the company information

 Company website: All the information of the product.

Primary data:

Primary data was collected by interview method and through structured

Questionnaires. The general public and food owners of various brands were

chosen as source for this data

Sample size:

As the total sales of food per year were around 500. So 10% of them was

taken as sample size and 50 respondents were contacted

Sampling unit:

General public and food owners of various brands were selected as the

sampling unit to collect the data regarding awareness of the brand

Statistical tool:

Statistical tools used to analyze the data collected and interpretation of the

same was done with the help of percentages, pie & bar charts respectively

20
 CHAPTER-2

“INDUSTRIAL PROFILE”

21
 INDUSTRY PROFILE

India is the world's second largest producer of food next to China, and has the potential of being the biggest
with the food and agricultural sector. The total food production in India is likely to double in the next ten
years and there is an opportunity for large investments in food and food processing technologies, skills and
equipment, especially in areas of Canning, Dairy and Food Processing, Specialty Processing, Packaging,
Frozen Food/Refrigeration and Thermo Processing. Fruits & Vegetables, Fisheries, Milk & Milk Products,
Meat & Poultry, Packaged/Convenience Foods, Alcoholic Beverages & Soft Drinks and Grains are
important sub-sectors of the food processing industry. Health food and health food supplements is another
rapidly rising segment of this industry which is gaining vast popularity amongst the health conscious.

India is one of the worlds major food producers but accounts for less than 1.5 per cent of international food
trade. This indicates vast scope for both investors and exporters. Food exports in 1998 stood at US $5.8
billion whereas the world total was US $438 billion. The Indian food industries sales turnover is Rs 140,000
crore (1 crore = 10 million) annually as at the start of year 2000. The industry has the highest number of
plants approved by the US Food and Drug Administration (FDA) outside the USA.

India's food processing sector covers fruit and vegetables; meat and poultry; milk and milk products,
alcoholic beverages, fisheries, plantation, grain processing and other consumer product groups like
confectionery, chocolates and cocoa products, Soya-based products, mineral water, high protein foods etc.
We cover an exhaustive database of an array of suppliers, manufacturers, exporters and importers widely
dealing in sectors like the -Food Industry, Dairy processing, Indian beverage industry etc. We also cover
sectors like dairy plants, canning, bottling plants, packaging industries, process machinery etc.

The most promising sub-sectors includes -Soft-drink bottling, Confectionery manufacture, Fishing,
aquaculture, Grain-milling and grain-based products, Meat and poultry processing, Alcoholic beverages,
Milk processing, Tomato paste, Fast-food, Ready-to-eat breakfast cereals, Food additives, flavors etc.

Food processing

The food industry is the complex, global collective of diverse businesses that together supply much of
the food energy consumed by the world population. Only subsistence farmers, those who survive on what
they grow, can be considered outside of the scope of the modern foodindustry.

Food processing is the methods and techniques used to transform raw ingredients into
food for human consumption.Food processing takes clean, harvested or slaughtered and
butchered components and uses them to produce marketable food products.there are
several different ways in which food can be produced.

One Off Production This method is used when customers make an order for something
to be made to their own specifications, for example a wedding cake. The making of One

22
Off Products could take days depending on how intricate the design is and also the ability
of the chef making the product. today...

Batch Production This method is used when the size of the market for a product is not
clear, and where there is a range within a product line. A certain number of the same
goods will be produced to make up a batch or run, for example at Gregg’s Bakery they
will bake a certain number of chicken bakes. This method involves estimating the amount
of customers that will want to buy that product.

Mass production This method is used when there is a mass market for a large number of
identical products, for example, chocolate bars, ready meals and canned food. The
product passes from one stage of production to another along a production line.

Just In Time This method of production is mainly used in sandwich bars such as
Subway, it is when all the components of the product are there and the customer chooses
what they want in their product and it is made for them fresh in front of them.

WHOLESALE AND DISTRIBUTION

A vast global transportation network is required by the food industry in order to connect
its numerous parts. These include suppliers, manufacturers, warehousing, retailers and the
end consumers. There are also those companies that, during the food processing process,
add vitamins, minerals, and other necessary requirements usually lost during
preparation. Wholesale markets for fresh food products have tended to decline in
importance in OECD countries as well as in Latin America and some Asian countries as a
result of the growth of supermarkets, which procure directly from farmers or through
preferred suppliers, rather than going through markets.

The constant and uninterrupted flow of product from distribution centers to store
locations is a critical link in food industry operations. Distribution centers run more
efficiently, throughput can be increased, costs can be lowered, and manpower better
utilized if the proper steps are taken when setting up a material handling system in a
warehouse.

The Indian food market is estimated at over US$ 182 billion, and accounts for about two
thirds of the total Indian retail market. Further, according to consultancy firm McKinsey
& Co, the retail food sector in India is likely to grow from around US$ 70 billion in 2011
to US$ 150 billion by 2025, accounting for a large chunk of the world food industry,
which would grow to US$ 400 billion from US$ 175 billion by 2025.

23
EXPORTS

Exports of agricultural products from India are expected to more than double to top US$
20.6 billion in the next five years, according to the commerce ministry.

According to estimates by the Agricultural and Processed Food Products Export

Development Authority (APEDA), the share of India's farm product exports in the global
trade will grow from 2 per cent now to over 5 per cent.

Exports of fresh and processed vegetables, fruits, livestock and cereals rose 10 per cent to
US$ 8.67 billion in 2010-2011.

SPICES

Despite a global slowdown, Indian spice exports are growing. India exported 470,520
tonnes of spices valued at US$ 11.68 billion—an all-time high—in 2010-2011.

During the 2010-11 , 444,250 tonnes valued at US$ 11.01 billion were exported.
Compared with 2010-11 , exports had shown an increase of 19 per cent in rupee value and
six per cent in dollar terms.

24
FOOD PROCESSING

The Indian packaged processed foods industry is estimated at US$ 10.87 billion – US$
13.05 billion, including biscuits, chocolates, ice-cream, confectionery, snacks, cheese and
butter. Growing at a healthy 14-15 per cent over the past two-three years, major players in
the sector include Britannia, Nestle, Amul, ITC Foods, Parle, Kellogg’s,
GlaxoSmithKline, Wrigley and Frito-Lay, among others.

The industry received foreign direct investments (FDI) totalling US$ 143.80 million in
2010-2011against US$ 5.70 million in the previous fiscal. The cumulative FDI received
by the industry from April 2000-August 2010 stood at US$ 878.32 million.

However, India’s share in exports of processed food in global trade is only 1.5 per cent;
whereas the size of the global processed-food market is estimated at US$ 3.2 trillion and
nearly 80 per cent of agricultural products in the developed countries get processed and
packaged.

In order to further grow the food processing industry, the government has formulated a
Vision-2015 action plan under which specific targets have been set. This includes tripling
the size of the food processing industry from around US$ 70 billion to about US$ 210
billion, raising the level of processing of perishables from 6 per cent to 20 per cent,
increasing value addition from 20 per cent to 35 per cent, and enhancing India’s share in
global food trade from 1.5 per cent to 3 per cent. This would require an investment of
US$ 20.6 billion.

According to an Ernst and Young (E&Y) presentation, the food processing industry in
India will grow 30-40 per cent as against the present 15 per cent in the next 10-years.

Prime Minister Dr Manmohan Singh on October 6, 2010 laid out a blueprint for rapid
growth in the country’s food processing sector. The Prime Minister said that this can be
achieved by simplifying the tax structure, formulating a National Food Processing Policy
and improving rural infrastructure.

Moreover, according to Union Minister for Food Processing Industries, Subodh Kant
Sahai the central government is envisaging an investment of US$ 21.50 billion in the food
processing industry over the next five years, a major chunk of which it plans to attract
from the private sector and financial institutions.

25
SNACKS AND CONFECTIONERY

The Indian market holds enormous growth potential for snack food, which is estimated to
be worth US$ 3 billion, with the branded snack market estimated to be around US$ 1.34
billion, growing at 15-20 per cent a year. While the growth rate of the US$ 1.56 billion
unorganised sector is 7-8 per cent.

HEALTH FOOD

Recognising the growth potential of the branded health food sector in India, fast moving
consumer goods (FMCG) majors are foraying into this sector in a big way. As Hindustan
Lever Ltd (HUL) is test marketing its health food brand, Kissan Amaze, in three southern
states in India, Godrej Hershey Foods & Beverages Ltd (GHFBL), a joint venture
between Godrej Beverages & Foods Ltd and Hershey Company, is planning to introduce
select brands from its international portfolio in the domestic market.

DAIRY
According to Dairy India 2010 estimates, the current size of the Indian dairy sector is US$ 62.67 billion and
has been growing at a rate of 5 per cent a year. The dairy exports in 2010–10 rose to US$ 210.5 million
against US$ 113.57 last fiscal, whereas the domestic dairy sector is slated to cross US$ 110 billion in
revenues by 2011.

India continues to be the largest producer of milk in the world. It produced 110 million tonne of milk in
2010-2011.

BEVERAGES

According to industry experts, the market for carbonated drinks in India is worth US$ 1.5 billion while the
juice and juice-based drinks market accounts for US$ 0.25 billion. Growing at a rate of 25 per cent, the
fruit-drinks category is one of the fastest growing in the beverages market. Sports and energy drinks, which
currently have a low penetration in the Indian market, have sufficient potential to grow.

The market for alcoholic beverages has been growing consistently. 'The Future of Wine', a report on the
state of the wine industry over 50 years, suggests that the market for wine in India was growing at over 25
per cent per year.

MAJOR INVESTMENTS

Private investment has been one of the key drivers for growth of the Indian food industry. The 'India Food

26
Report 2011', reveals that the total amount of investments in the food processing sector in the pipeline for
the next three years is about US$ 23 billion.

 The government has received around 40 expressions of interest (EoI) for the setting up of 10 MFPs
with an investment of US$ 514.37 million.
 Reliance Industries Ltd has invested US$ 1.25 billion in a dairy project.
 Focusing on India as a rapidly growing market, US soft drinks giant Pepsico would pump in an
estimated US$ 152.30 million to set up four new food and beverages projects by 2012.
 Geneva-based food service chain Global Franchise Architects (GFA) aims to open 250 stores
around the world by March 2011, of which 100 will be in India.

GOVERNMENT INITIATIVES

The new trade policy places increased focus on agro-based industries.

 Food processing industries have been put in the list of priority sectors for bank lending. The Centre
has also announced a series of new initiatives which include a separate policy at the state level,
thrust on contract farming and making the sector tax-free.
 The government plans to open 30 mega food parks by the end of the 11th five year plan (2010-
2012).
 Fruit and vegetable processing units have been completely exempted from paying excise duty.
 Automatic approval for foreign equity up to 100 per cent is permitted for most of the processed
food items.
 Items like fruits and vegetables products, condensed milk, ice cream, meat production have been
completely exempted from Central Excise Duty.
 Excise duty on ready to eat packaged foods and instant food mixes has been brought down to 8 per
cent from 16 per cent.
 Excise duty on aerated drinks has been reduced to 16 per cent from 24 per cent.
 The Ministry of Food Processing Industry would assist in the setting up of more food processing
units so that the industry could create 10 million jobs by 2015, according to Mr Subodh Kant
Sahai, Union Minister for Food Processing.

LOOKING AHEAD

According to the India Food and Drink Report Q3 2011 by research analysis firm Research and Markets, by
2012, India’s processed food output is likely to grow by 44.2 per cent to touch US$ 90.1 billion, while
packaged food sales will increase by 67.5 per cent to reach US$ 21.7 billion. On a per capita basis, per
capita packaged food spending is expected to grow by 56.5 per cent to US$ 18.06 by 2012.

Moreover, according to a FICCI-E&Y study on the Indian food industry, investment opportunities in the
Indian food industry are set to shoot up by a huge 42.5 per cent to US$ 181 billion in 2015 and to US$ 318
billion by 2020.

27
 CHAPTER-2

“COMPANY PROFILE”

28
 ORGANIZATION PROFILE

Heritage at a Glance:

The Heritage Group, founded in 1992 by Sri Nara Chandra Babu Naidu, is
one of the fastest growing Private Sector Enterprises in India, with three-business
divisions viz., Dairy, Retail and Agri under its flagship Company Heritage Foods (India)
Limited (HFIL), one infrastructure subsidiary - Heritage Infra Developers Limited and
other associate Companies viz., Heritage Finlease Limited, Heritage International Limited
and Heritage Agro Merine Private Limited. The annual turnover of Heritage Foods
crossed Rs.347 crores in 2009-10 and is aiming for Rs.700 crores during 2010-11.

Presently Heritage’s milk products have market presence in Andhra

Pradesh, Karnataka, Kerala, Tamil Nadu and Maharastra and its retail stores across
Bangalore, Chennai and Hyderabad. Integrated agri operations are in Chittoor and Medak
Districts and these are backbone to retail operations.

In the year 1994, HFIL went to Public Issue to raise resources, which was
oversubscribed 54 times and its shares are listed under B1 Category on BSE (Stock Code:
519552) and NSE (Stock Code: HERITGFOOD)

About the founder:

Sri Chandra Babu Naidu is one of the greatest Dynamic, Pragmatic,

Progressive and Visionary Leaders of the 21 st Century. With an objective of bringing
prosperity in to the rural families through co-operative efforts, he along with his relatives,
friends and associates promoted Heritage Foods in the year 1992 taking opportunity from
the Industrial Policy, 1991 of the Government of India and he has been successful in his
endeavour.

At present, Heritage has market presence in all the states of South India.
More than three thousand villages and five lakh farmers are being benefited in these
states. On the other side, Heritage is serving more than 6 lakh customers needs,
employing more than 700 employees and generating indirectly employment opportunity
to more than 5000 people. Beginning with a humble annual turnover of just Rs.4.38
crores in 1993-94, the sales turnover has reached close to Rs.300 crores during the
financial year 2005-2006.

29
 Sri Naidu held various coveted and honorable positions including Chief
Minister of Andhra Pradesh, Minister for Finance & Revenue, Minister for Archives &
Cinematography, Member of the A.P. Legislative Assembly, Director of A.P. Small
Industries Development Corporation, and Chairman of Karshaka Parishad.

Sri Naidu has won numerous awards including " Member of the World
Economic Forum's Dream Cabinet" (Time Asia ), "South Asian of the Year " (Time
Asia ), " Business Person of the Year " (Economic Times), and " IT Indian of the
Millennium " ( India Today).

Sri Naidu was chosen as one of 50 leaders at the forefront of change in the
year 2000 by the Business Week magazine for being an unflinching proponent of
technology and for his drive to transform the State of Andhra Pradesh .

Forward looking statements:

“We have grown, and intended to grow, focusing on harnessing our

willingness to experiment and innovate our ability to transform our drive towards
excellence in quality, our people first attitude and our strategic direction.

Mission:

Bringing prosperity into rural families of India through co-operative

efforts and providing customers with hygienic, of MAGNA able and convenient supply of
" Fresh and Healthy " food products.

Vision:

To be a progressive billion dollar organization with a pan India foot print

by 2012.To achieve this by delighting customers with "Fresh and Healthy" food products,
those are a benchmark for quality in the industry.

We are committed to enhanced prosperity and the empowerment of the

farming community through our unique "Relationship Farming" Model.

To be a preferred employer by nurturing entrepreneurship, managing

foodeer aspirations and providing innovative avenues for enhanced employee prosperity.

30
Heritage Slogan:

When you are healthy, we are healthy

When you are happy, we are happy

We live for your "HEALTH & HAPPINESS"

Quality policy of HFIL:

We are committed to achieve customer satisfaction through hygienically

processed and packed Milk and Milk Products. We strive to continually improve the
quality of our products and services through upgradation of technologies and systems.

Heritage's soul has always been imbibed with an unwritten perpetual commitment
to itself, to always produce and provide quality products with continuous efforts to
improve the process and environment.

Adhering to its moral commitment and its continuous drive to achieve

excellence in quality of Milk, Milk products & Systems, Heritage has always been laying
emphasis on not only reviewing & re-defining quality standards, but also in implementing
them successfully. All activities of Processing, Quality control, Purchase, Stores,
Marketing and Training have been documented with detailed quality plans in each of the
departments.

Today Heritage feels that the ISO certificate is not only an epitome of
achieved targets, but also a scale to identify & reckon, what is yet to be achieved on a
continuous basis. Though, it is a beginning, Heritage has initiated the process of
standardizing and adopting similar quality systems at most of its other plants.

Commitments:

Milk Producers:

Change in life styles of rural families in terms of:

 Regular high income through co-operative efforts.

 Women participation in income generation .

 Saved from price exploitation by un-organized sector .

31
  Remunerative prices for milk .

 Increase of milk productivity through input and extension activities

 Shift from risky agriculture to dairy farming

 Heritage

 Financial support for purchase of cattle; insuring cattle

 Establishment of Cattle Health Foode Centers

 Supplying high quality Cattle feed

 Organizing "Rythu Sadasu" and Video programmes for educating the farmers in
dairy farming

Customers:

 Timely Supply of Quality & Healthy Products

 Supply high quality milk and milk products at afMAGNAable prices

 Focused on Nutritional Foods

 More than 4 lakh happy customers

 High customer satisfaction

 24 hours help lines ( <10 complaints a day)

Employees:

 Enhancing the Technical and Managerial skills of Employees through continuous

training and development
 Best appraisal systems to motivate employees

 Incentive, bonus and reward systems to encourage employees

 Heritage forges ahead with a motto "add value to everything you do"

Shareholders:

32
Returns:

Consistent Dividend Payment since Public Issue (January 1995)

Service:

 Highest impotence to investor service; no notice from any regulatory authority

since 2001 in respect of investor service
 Very transparent disclosures

Suppliers:

Doehlar: technical collaboration in Milk drinks, yogurts drinks and fruit

flavoured drinks Alfa-Laval: supplier of high-end machinery and technical support
Focusing on Tetra pack association for products package.

Society:

 Potential Employment Generation

 more than 3500 employees are working with heritage

 more than 9500 procurement agents got self employment in rural areas

 more than 5000 sales agents associated with the company

 Employment for the youth by providing financial and animal husbandry support
for establishing MINI DAIRIES

 Producing highly health conscious products for the society

Qualities of management principles:

1. Customer focus to understand and meet the changing needs and expectations of
customers.
2. People involvement to promote team work and tap the potential of people.

3. Leadership to set constancy of purpose and promote quality culture trough out the
organization.

4. Process approach to assess the efficiency and effectiveness of each process.

33
 5. Systems approach to understand the sequence and interaction of process.

6. Factual approach to decision making to ensure its accuracy.

7. Continual improvement processes for improved business results.

8. Development of suppliers to get right product and services in right time at right
place.

Product/Market wise performance:

The total turnover is Rs 341 Crores during the financial year 2010-11
against the turnover of 292.02 Crores in 2009-10. Today Heritage distributes quality
milk & milk products in the states of A.P, Karnataka, Kerala & Tamil nadu.

During the year 2009-10 liquid milk sales was Rs.28329.79 lakhs against
Rs.24525.23 lakhs in the previous year. The sales of milk products including bulk sales of
cream, ghee and butter were recorded Rs 5781.59 lakhs against Rs 4677.21 lakhs.

Milk sales:

23% growth was recorded in AP 2.38 lakhs litres per day(LLPD) in 2009-10
against 1.93 LLPD in 2005-06. 13% growth was recorded in Tamilnadu-1.53 LLPD in
2009-10 against 1.35 LLPD in 2005-06. Over all growth of 6% was recorded- 5.49 LLPD
in 2009-10 against 5.16 LLPD. Flavoured milk sales recorded a growth rate of 77% over
2005-06. Butter milk sales have gone up by 45% over 2005-06.

Outlook:

Considering the growth potential in the liquid milk market, the company
has drawn plans to increase its market share in the existing markets and to enter into new
markets there by doubling revenues in dairy business in the next 3 years. To achieve this
object, company is undertaking major expansion in dairy business by inverting over Rs20
crores during 2009-10 and over Rs10 crores during the current year to strengthen the milk
procurement.

34
BRANCHES OF HFIL:

HFIL has 3 wings. They are

1. Dairy
2. Retail

3. Agribusiness

1. Dairy:

It is the major wing among all. The dairy products manufactured by HFIL are

Milk, curd, butter, ghee, flavoured milk, paneer, doodhpeda, ice cream.

2. Retail:

In the retail sector HFIL has outlets namely “Fresh@”. In those stores the
products sold are vegetables, milk& milk products, grocery, pulses, fruits etc.

In Hyderabad 19 retail shops are there. In Bangalore& Chennai, 3&4

respectively are there. Totally there are 26 retail shops are there.

35
 Fresh@ is a unique chain of retail stores, designed to meet the needs of the
modern Indian consumer. The store rediscovers the taste of nature every day making
grocery shopping a never before experience.

The unique& distinctive feature of Fresh@ is that it offers the widest

range of fresh fruits and vegetables which are directly hand picked from the farms.
Freshness lies in their merchandise and the customers are always welcomed with fresh
fruits and vegetables no matter what what time they walk in.

3. Agri Business:

In this business HFIL employees will go to farmers and have a deal with
them. Those farmers will sell their goods like vegetables, pulses to HFIL only. And HFIL
will transport the goods to retail outlets.

The agricultural professors will examine which area is suitable to import

vegetables from and also examine the vegetables, pulses and fruits in the lab. And finally
they report to the Head-Agribusiness. Representatives as per the instructions given by the
agri professors will approach the farmers directly and make a deal with them. It is the
process of registering the farmers.

Milk Producers:

Change in life styles of rural families in terms of:

 Regular high income through co-operative efforts.

 Women participation in income generation .

 Saved from price exploitation by un-organized sector .

 Remunerative prices for milk .

36
  Increase of milk productivity through input and extension activities

 Shift from risky agriculture to dairy farming

 Heritage

 Financial support for purchase of cattle; insuring cattle

 Establishment of Cattle Health Foode Centers

 Supplying high quality Cattle feed

 Organizing "Rythu Sadasu" and Video programmes for educating the farmers in
dairy farming

Customers:

 Timely Supply of Quality & Healthy Products

 Supply high quality milk and milk products at afMAGNAable prices

 Focused on Nutritional Foods

 More than 4 lakh happy customers

 High customer satisfaction

 24 hours help lines ( <10 complaints a day)

Employees:

 Enhancing the Technical and Managerial skills of Employees through continuous

training and development
 Best appraisal systems to motivate employees

 Incentive, bonus and reward systems to encourage employees

 Heritage forges ahead with a motto "add value to everything you do"

Returns:

Consistent Dividend Payment since Public Issue (January 1995)

37
Service:

 Highest impotence to investor service; no notice from any regulatory authority

since 2001 in respect of investor service
 Very transparent disclosures

Suppliers:

Doehlar: technical collaboration in Milk drinks, yogurts drinks and fruit

flavoured drinks Alfa-Laval: supplier of high-end machinery and technical support
Focusing on Tetra pack association for products package.

Society:

 Potential Employment Generation

 more than 3500 employees are working with heritage

 more than 9500 procurement agents got self employment in rural areas

 more than 5000 sales agents associated with the company

 Employment for the youth by providing financial and animal husbandry support
for establishing MINI DAIRIES

 Producing highly health conscious products for the society

Qualities of management principles:

1. Customer focus to understand and meet the changing needs and expectations of
customers.
2. People involvement to promote team work and tap the potential of people.

3. Leadership to set constancy of purpose and promote quality culture trough out the
organization.

38
 4. Process approach to assess the efficiency and effectiveness of each process.

5. Systems approach to understand the sequence and interaction of process.

6. Factual approach to decision making to ensure its accuracy.

7. Continual improvement processes for improved business results.

8. Development of suppliers to get right product and services in right time at right
place.

Product/Market wise performance:

The total turnover is Rs 341 Crores during the financial year 2009-10
against the turnover of 292.02 Crores in 2005-06. Today Heritage distributes quality milk
& milk products in the states of A.P, Karnataka, Kerala & Tamil nadu.

During the year 2009-10 liquid milk sales was Rs.28329.79 lakhs against
Rs.24525.23 lakhs in the previous year. The sales of miik products including bulk sales of
cream, ghee and butter were recorded Rs 5781.59 lakhs against Rs 4677.21 lakhs.

Milk sales:

23% growth was recorded in AP 2.38 lakhs litres per day(LLPD) in 2009-10
against 1.93 LLPD in 2005-06. 13% growth was recorded in Tamilnadu-1.53 LLPD in
2009-10 against 1.35 LLPD in 2005-06. Over all growth of 6% was recorded- 5.49 LLPD
in 2009-10 against 5.16 LLPD. Flavoured milk sales recorded a growth rate of 77% over
2005-06. Butter milk sales have gone up by 45% over 2005-06.

Outlook:

Considering the growth potential in the liquid milk market, the company
has drawn plans to increase its market share in the existing markets and to enter into new
markets there by doubling revenues in dairy business in the next 3 years. To achieve this
object, company is undertaking major expansion in dairy business by inverting over Rs20
crores during 2009-10 and over Rs10 crores during the current year to strengthen the milk
procurement.

39
40
 CHAPTER -4

LITERATURE REVIEW

What is a Brand?

There are many ways of defining brands. This is due to the fact that branding is a

complex concept and hence can be interpreted variously, depending upon the perspective.

However, one the simplest of all definitions is the following:-

41
Brand = Product + Images

By this definition, brand is the amalgamation of a product and the images that it conjures.

These images may be a result of the product itself (both core and augmented), its usage

advertising and marketing activities, brand personality, the parent company and its

reputation, company's employees, media reports regarding the brands etc. Overtime,

exposure to these results in the creation of a brand.

For example: -

Lux = Toilet Soap + [Film stars + Beautiful Skin + Fantasy element (Looking like a film

star) + Confidence regarding looks + ——].

Thus, Lux one of many toilet soaps available in the market is a brand because whenever

we hear the word Lux, or see its advertisement in television / newspaper, or see its

package on a shelf in the store, it conjures the image of beautiful Bollywood actresses,

and the dream of looking like them and not first the physical product i.e., a cake of soap.

The American Marketing Association has defined a brand as, 'a name, term, sign, symbol

or design, or a combination of them, intended to identify the goods or services of one

seller or group of sellers and to differentiate them from those of competitors'. Thus a

brand is anything associated with a product or service that accomplishes at least two

objectives. Firstly, it identifies the manufacturer or marketer of the product. Secondly, it

differentiates the product from competitor’s offerings.

It is important to understand that the brand name, term, sign, symbol, logo,

design, packaging style, colour, tone, jingle etc. used to identify the brand, can be legally

protected only when they get registered and become trade marks. A trade-mark is

identified by a small 'R' inside a circle, viz ®. Trademarks, together with other intangible

assets such as copyrights and patents help in making a brand unique.

Another notable definition of brand is given by Duane E Knapp who describe a genuine

brand as,

42
- The internalized sum of all impressions received by customers and consumers resulting

in distinctive position in their (consumers) 'minds eye' based on perceived functional and

emotional benefits."

Thus genuine brand is not just the result of advertising and other marketing gimmicks.

Rather it is the sum of all consumer perceptions. Only a truly distinctive or unique brand

can create a lasting impression on consumers mind. Once the distinction between the

brand and its competition decreases, there is a greater scope for competing brands to

occupy consumers mind space. The ultimate test of a true brand is that it should provide

value to consumer, by giving them real benefits whether tangible or intangible. Thus, for

a young couple with kids eating at McDonalds provides the tangible benefit of having

hygienic fast food at a reasonable price, and the intangible benefit of seeing the happy

faces of their kids, enjoying themselves at McDonald's or getting free toys with their

Merry Meals

Brand Awareness

In general, awareness describes peoples “perception and cognitive reaction to a

Condition or event”. Awareness does not necessarily imply understanding as it is an

abstract concept. Awareness may be focused on an internal state, such as an instinctive

feeling, or on external events such as sensory perception Marion and Booth (1997) give

good examples of awareness: People have earlier experience of a certain situation and are

aware of that. They are also aware of who they are, the background to the circumstances,

where being located as well as the emotions to the place, what time of year it is and what

day it is, and also what to do the rest of the day. Even though, there is awareness of

everything at the same time, the intensity varies. Peoples' awareness is reshaping its

structure constantly, and what we call awareness is the sum of the individual's experience.

So it is possible to do one thing while still be aware of many other things. Brand

awareness is the capacity of consumers to recognize or remember a brand, and there is a

linkage between the brand and the product class, but the link does not have to be strong.

43
Brand awareness is a process from where the brand is just known to a level when the

consumers have put the brand on a higher rank; the brand has become the "top of

mind"(Aaker, 1991).

Anchor to which other associations can be attached is when a new product has to

work to win recognition, because there are few purchase decisions that can be done

without knowledge about the product. Moreover, without attained recognition it is

difficult to learn about the character and advantages of the new merchandise. With

product identification it is easy to create a new relationship to the item. The explanation

of familiarity/linking is that people like familiarity, and knowledge make the product and

brand more well-known and familiar. This contains most of all low-involvement products

like sugar, salt, paper towels, when the knowledge about the brand often makes the

buying decision. The positive association between the number of experience and linking

has been shown in studies. The incentives to this relationship are for example non-

figurative pictures, names and jingles. Substance/commitment can be seen in name

awareness which means existence, promise and matter; things that are important for the

buyer. The consumers do not have to know a lot about the company, but as long as the

buyers have positive brand awareness they will buy the product.

In some cases, the brand awareness and understanding can depend on a buying

situation and do all the effort for consumers in a buying process. The level of brands to

consider is the first level to reach. When buying merchandise is to choose a collection of

trade names to consider - a "consideration set" (Aaker, 1991).

Brand awareness is much about communication. This is how Aaker (1991, p 63)

explains the awareness and recall of a name: "A name is like a special file folder in the

mind which can be filled with name-related facts and feelings. Without such a file readily

accessible in memory, the facts and feelings become misfiled, and cannot be readily

accessed when needed." Brand awareness is dependent upon both the situation and the

level of achieved awareness.

44
Figure Levels of brand awareness:

1. Brand recognition:

This level is the first stage of brand awareness. It is when the consumers can recognize a

specific brand among others; "aided recall". Aided recall can also be explained as a

situation where a set of given brand names from a given product class is shown. The task

is then to identify the recognized names. Brand recognition is major when consumers face

the buying procedure.

2. Brand recall:

This is upon the consumers to name the trademark in a product class. Apart from

level one, this is an "unaided recall" since there are not given any examples of specific

brands. The role of brand recall can also be vital for regularly purchased products like

coffee, detergent, and headache remedies, for which brand decisions usually are made

prior going to the store. Further on, in some categories (such as cereal) there are so many

recognised alternatives that the shopper is overwhelmed.

3. Top of mind:

A brand that is "top of mind" is the first brand that consumers think of within a given

product class (Aaker, 1991). Brand awareness is important since a lot of the consumers

feel that if the brand is well known it has good quality. Most important is not that the

brand is well known, it is what it is known for (Melin, 1999). Further, awareness is a very

important brand advantage, but it cannot sell the product, especially not if the product is

new (Aaker, 1991).

In the literature there are many facts that show that brand awareness affects consumer

choice and thereby their choice of brand. Lin and Chang (2003) found by their research

that brand awareness had the strongest effect on purchase decision on habitual behavior

of low involvement products. They also wrote that Hoyer and Brown (1990) examined

the role played by brand awareness in consumer decision making process and found that

45
it was a dominant factor. Likewise, Jiang's (2004) investigation also shows that brand

name, in other words recognition of a brand, has an impact on consumers' choice.

Achieving Brand Awareness

Recognition and recall in attaining awareness, engage two responsibilities: to increase the

brand name identity as well as linking the characteristics to the item. This is in particular

vital when the product is new (Aaker, 1991).

Aaker (1991) has set up the following factors concerning how to achieve brand

awareness:

Be different, memorable: Today, many products seem alike and the communication in

the product clusters is related. Therefore, it is important to differentiate the product,

although, the bond between the product class and the brand has to exist for easier

recognition.

• Involve a slogan or jingle: There can be a stronger linkage between a slogan and a

brand because it involves a visual feature of the brand. By this, the jingle or slogan is

powerful and can make a big change.

• Symbol exposure: It is important to have a known symbol, because it is easy to

memorize and recall a visual illustration. A logo, either an already existing one or a

developed one, which is connected to the brand, can take a huge part in forming and

keeping awareness.

• Publicity: Advertising is a proficient way to get publicity and make awareness, since it

can be customized to the communication and the addressees.

46
• Event sponsorship; The primary role of most event sponsorship is to create or maintain

awareness.

• Consider brand extensions: To show the name or the logo on the products, and make

the name more prominent, is one way to increase brand recall. Examples of names that

can be found, promoted, shown and publicized on other products, than the key product,

are Coca-Cola, Heinz and Sunkist.

• Using cues: The package is one of the most important cues to a brand, since that is what

the purchaser sees when buying the product. If not knowing the brand or the product, the

only contact to the brand is the package.

• Recall requires repetition: It is easier to build up recognition than to build up recall of

a brand. It can be compared to the fact that one can recognize a face of a person but do

not recall the name. Therefore the link between the brand and the product class needs to

be stronger and the brand needs to be more prominent than in the recognition of the

brand. To receive a top of mind recall is even harder.

• The recall bonus: To keep a top position through regular publicity creates brand

awareness as well as a strong brand which in turn leads to decreasing recall of

competitive brands.

To achieve brand awareness, it is important to have a special hallmark because it is the

hallmark that consumers recognize. It is easy to mix up consumer brand and corporate

brand with hallmarks. A hallmark makes it possible to identify a brand. A hallmark is not

the same as a symbol because it is much wider. A brand can have several hallmarks. They

are usually divided into six groups:

47
1. Word brand, a name or word for example Coca Cola.

2. Design, Coca Cola's design of the bottle.

3. Sound, the melody of the ice cream truck.

4. Scent odour of products like surf excel

5. Pattern, the square pattern of Burberry.

6. Colour, boxes of film for cameras; Kodak's boxes are yellow while Fuji's are green

(Treffner & Gajland, 2001).

48
Measuring Brand Awareness

As mentioned above, Keller (2003) claims that brand awareness consists of

recognition and recall and that brand awareness in its turn is a part of brand knowledge.

To measure brand awareness effectively it is important to know where most of the

consumer decisions are made. If many decisions are made at the point of the purchase,

where the brand, logo, packaging etc. are visible, brand recognition measures will be

important. If consumer decisions mostly are made away from the point of purchase the

brand recall measures become more important. The most basic procedure of recognition

is to ask the consumer which one of several listed items they have previously seen or

heard of.

There are different measures of brand recall depending on the types of signals given

to the consumers: unaided recall and aided recall, which are described above. It is very

important to be aware of spurious awareness in measuring brand awareness. It means that

consumers may erroneously claim that they recall something that they really do not and

even claim that they recall something that do not exist (Keller, 2003).

49
Brand is More Than a Name Attached-to Product

Branding is more than putting a label or identification mark on a product. If it were true than it

would be quite acceptable to put the brand name Coca Cola on a food. Obviously, it would be a

misfit. According to Jayant Kochar M.D., Amoreus Retail, 'People buy brands not products, they buy

benefits not features and benefits that make a customer buy are benefit perceived by their heart and

mind and not what the manufacturer may want to believe, i.e., benefit. Thus, one can say that it is

customers who decide the fate of a brand through their perceptions in turn one shaped by the actual of

the brand'.

A genuine brand is one which delivers something’ extra' i.e., provides added value. This

differentiating 'extra' could be superior functional performance, excellent perceived quality, and

excellent services and so on. It is important to remember that a brand should offer something unique

so that it leaves a lasting impression on consumers mind.

Difference between product and brand

The core product is what the company produces. However, to make this product differentiated,

unique and desirable among its target consumers, it surrounds the product with images and creates

different associations, leading to the formation of a unique brand image and positioning in consumers

mind. The more differentiated a brand is in consumers mind, the less likely it is to be replaced by

competing brands. Through brands, companies try to establish a lasting relationship with their

customers, in the process making them brand loyal.

The 'extras' or 'add ones' that differentiate one brand from another include; before and after

sales service, self finance or credit service, guarantees and warranties, consumers perception of

quality, value for money .

BRAND POSITIONING

50
 The idea of a well positioned product/brand has always intrigued companies and brand

markets like. The concept of brand positioning has generated a lot of interest among brand

enthusiasts and it is one branding concept backed by empirical research at paradoxical as it may seem

it is one of the most misunderstood concepts of branding. Positioning invariably has been associated

with creating the desired place for the product/brand in the market. Yet, this definition of positioning

is too simplistic. The concept is far more abstract than it is perceived to be, at first glance.

How ever this does not in any way diminish its importance in brand management as a matter

of fact with increased research activity in the area, the positioning concept is fast becoming an

important branding tool.

WHY WE NEED TO POSITION BRANDS

Brand positioning is a comparatively newer concept in branding, though now days it is

considered a necessary task for every brand marketer. In this section we take look at some of the

factors that contribute towards the growth of positioning concept and have fuelled the interest of both

practitioners and market researchers.

Increasing brand commoditization

With the fast pace of change in technology, the ability of brands to sustain a different-

advantage (especially attribute or service based) is becoming more and more difficult When all

brands suffer from 'similarity' or 'me-too* syndrome, it becomes very difficult. for consumers to make

a choice. As celebrated writer Naomi Klein opines in her book 'No Logo' that all brands are similar,

therefore, they should be treated as commodities, hence-no logo. Without a tangible and relevant

51
basis for differentiation no brand will be able to make its presence felt in the market.

More sophisticated consumers

Easy access to mass media and opening up of new avenues such as digital and interactive

media including internet has made the consumers more aware, "knowledgeable and sophisticated.

This phenomenon is supported by increase in .literacy levels around the world and rise of

consumerism. Consumer’s awareness "regarding their rights have increased tremendously and

correspondingly their expectations have also arisen. The level of consumer sophistication has also

increased due to growth in the number of choices available, partly a result of an increase in size of

organized retail sector and growth of private labels. Therefore, a brand has to position itself

distinctively in the customer's mind by providing distinct advantage that is both meaningful and

relevant for the modern, more demanding consumers.

Increase in brand clutter and stiffer competition

Every product category has many brands competing for the same target segment.Thus every

segment has a large number of brands for customers to choose from. In the absence of any clear brand

benefit/advantage, there is little to motivate the consumer to buy a specific brand. The increased '

brand clutter' is also blatantly visible in mass -media advertisements. With a variety of brands offering

similar products to consumers the only basis of differentiation that many offer is, 'the advertising. To

stand out from the clutter many advertisements are designed to capture attention rather than

communicate brand benefits turning commercials into means of entertainment

BRAND CUSTOMER RELATION SHIP:

The relationship between brand and customers is a complex one. The purpose of brand

marketing is more than attraction, acquisition and retention of customers. It is necessary to build a

52
long-term relationship between brand and customer as it is portable for both the parties. While

building a long-term relationship with customers ensures a steady stream of income, a consistent

market base and, stability in share market, for the company. For consumers, besides the utilitarian

value of having to dispense with the time and money spend in searching for new brands, there are

other social and emotional values that brands provide. A meaningful relationship is one where in both

the customers and the brand provides value to each other. Customers view brands as a means of self

expression and hence brands need to exploit the idea by developing closer links with its target

audience, who share similar values and beliefs

Loyalty and faithfulness are just one aspect of brand customer relationship and signal a servile

attitude of customers towards brands. This is not always the case, infarct many a times the

relationship between brand and customer is more like that of a friend or an advisor. For instance Perk,

establishes a fun and friendly sort of relationship with its customers. Amicable Preity Zinta with her

usual bubbly self personifies the brand which foodries the tag line 'Kahin bhi, kabhi bhi'. Kotak

finance communicates its accommodating and adaptive advisors' image through its commercials

promising personalized financial advice.

BRAND LOYALITY

All brand marketers want their brands to command a high degree of brand loyalty the desire of

having a large set of brand loyal customers is ultimately linked to long term profitability of the brand.

It is a well-know fact that profits accrue mainly due to repeat purchases and brand loyal customers are

known to make frequent purchases of their favorite brands, leading to a steady stream of profits from

comparatively lesser outlays on advertising and promotions. But with thousands of brands vying for

consumers limited mind space, achieving this elusive level of brand loyalty seems to be QUITE

impossible. Yet brands have large brand following and in certain cases customers refuse to buy any

other brand in case the desired brand is not available. This chapter examines and analyzes the cause of

brand loyalty and the strategy for and means of nurturing and developing loyalty among consumers

53
WHAT IS BRAND LOYALITY

 The term brand loyalty refers to the repeat purchase made by the consumer out of commitment

to the brand.

 Brand loyality is a measure of the attachment that a customer has a brand.

Hierarchy of brand loyalty

At the first level of hierarchy are the brand indifferent or non-committed customers. For them,

the choice of brand simply depends upon price, availability, convenience and even sales promotions

offers. The second level consists of the habitual customers. These are the buyers who continue to

repurchase the brand because it provides at least the basic level of satisfaction and there is no great

incentive for them TO change to a new brand. For example, a habituated customer goes to the general

store every month and buys six bars of Lux Soap, simply because, the house hold requires six toilet

soaps in a month and he/she always buys the same brand of soap never considering any other brand

available at the store.

The third level comprises of customers who are satisfied with their current brand may incur

additional i.e., switching costs (in terms of time and money or functional performance risk), while

shifting to a new brand. Only when the benefits offered sufficiently large to cover these additional

costs, will the customer take the risk of switching to the new brand.

At the fourth level are the customers who are genuinely delighted by the brand. The brand has

delivered more benefits than expected and hence the customer has a reason to give preference to the

brand. The customers linking for the brand has helped build a relationship between the two. For the

delighted customers, the brand is like a friend who can be trusted and relied upon and switching of

brands is like leaving old friends for new ones ; evidently not a very desirable option.

At the highest level are the devoted customers, who display greatest commitment towards the

brand. For them, the association with the brand is a matter of pride and they usually act as brand

advocates. This set of customers considers the brand as means of self-expression and it forms a part of

54
their personality. For the company, the devoted customers are like private marketing and brand

building units that actively recommended the brand to fellow consumers.

BRAND REVITALIZATION

Even the strongest brands loose their sheen, with the passage of time. These brands may be

under performing but not extinct and with a little bit of redirection and refocusing they may still

emerge as a force to reckon with. The effort to infuse a new life into a dying brand is referred to as

revitalization. It is not just an attempt to increase turnover or provide support to the ailing brand rather

it is a sustained effort to increase brand's equity and create a new image and positioning for the brand

it also involves creating a new set of associations and perceptions regarding the brand expanding

brand consumer base.

Trade off between brand revitalization and new brand creations

As is evident, the cost of revitalization is comparatively lesser than that of establishing a new

brand. Also, it requires lesser time to implement and foodries lower risk for example, while targeting

new segments, the emphasis remains on retaining loyal customers, thus making the entire exercise

Jess risky. However, there is a need to be cautious when under taking revitalization through brand

extension, since the action should reinforce or have a positive effect on the parent brand and should

not just exploit its existing (remaining) equity.

WHY BRANDS TURN OLD

Like human being, brands also have a life cycle that is they are born (i.e. created/ launched in

the market), grow up and reach adulthood, (i.e. growth stage of a brand). Brands also have a middle

age (the maturity period) when the growth has nearly stopped and though the position is. not bad for

55
the moment, it is well known that the only way is down hill. These mature brands are big names, well

established, having high brand equity but not much scope for growth. With a bit of introspection

redirecting and refocusing the brand can occupy its desired position in the market and receive the

much-required impetus for growth.

56
BRAND REVITITALIZATION SCENARIOS

Revitalization can take place in two scenarios. These are :-

Scenario-l

When the brand to be recreated is practically dead: revitalization process is like starting

from scratch. The only remnant of the past in this case is the basic awareness of the brand name,

which company can make use of. Since most customers would not have any image or associations

with the brand, new associations and images could be created. Thus it is similar to the launch of a new

brand albeit with lower advertising and promotion cost.

Scenario -II

When the brand is under performing but not extinct: In this case the process of

revitalization begins with an understanding of the DNA or core value of the brand, it involves

framework for establishing a vision and mission for the brand as a theme and focus on defining its

intended area of core competence and the values that will build a bond with the customer'. To

establish such a framework a 'bench marking exercise could be undertaken, where the best practices

of any brand either in that category or any other is compiled. Later such practices are ranked and the

key practices that an 'ideal' brand in the category should follow are identified acts as a benchmark for

the brand. Keeping this in mind, possible means of recovery can be found. It is important to note that

in such situations any new image or positioning of the brand should not be radically different from

old one, since there is still high level of brand awareness and a small, yet loyal customer base, which

may become hostile is case of drastic image make over. To revitalize the brand successfully, the

company should use the core brand as a 'source of symbolization’ and this image should be reflected

in the recreated brand. The strategy for revitalization is based on understanding the brand identity -

what it stands for and leveraging it to relaunch the brand.

57
CHAPTER – 5

58
 Table: 1

1.Number of people who buy heritage products ?

No, of
Opinion Respondents Percentage
Yes 32 64%
NO 18 36%
Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that 64% persons owned food form the respondents.

59
2.In which store you generally prefer to buy?

Table: 2

No, of
Opinion Respondents Percentage
HERITAGE
FRESH 30 60%
MORE 7 14%
SPENCERS 5 10%
FRESH 3 6%
MAGNA 2 4%
SUBKISHA 3 6%
Total 50 100%

35

30
25

20
Series1
15

10
5

0
’S
ER
A
yu E
ai

AN
R

C
nd
O
H

EN
AG
M
ES

SP
M
H
FR

INTERPRETATION:
From the above graph it is interpreted that 60% HERITAGE brand preferable by the customers

followed by 14% for MORE , 10% for SPENCERS, 6% for FRESH, 4% for MAGNA, 6% for

SUBKISHA respectively

60
3.Brands prefer to own

Table: 3

No, of
Opinion Respondents Percentage
HERITAGE
FRESH 29 58%
MORE 9 18%
SPENCERS 2 4%
FRESH 3 6%
MAGNA 4 8%
SUBKISHA 3 6%
Total 50 100%

35
30

25
20
Series1
15
10

5
0
Fi E
S

C
ER
E

N
at
R

IA
C
O
H

EL
EN
M
ES

R
SP
FR

INTERPRETATION:

From the above graph it is interpreted that 58% HERITAGE brand is preferable to be owned by

Customers followed by 18% for MORE , 4% for SPENCERS, 6% for FRESH, 8% for MAGNA, 6%

for SUBKISHA respectively

61
 Table: 4

Features influenced to purchase the food.

No, of
Opinion Respondents Percentage
Price 7 14%
Performance 25 50%
Low maintenance 7 14%
Stylish look 8 16%
Availability of service centre 3 6%
Total 50 100%

INTERPRETATION:
From the above graph it is interpreted that 50% of respondents are influenced by Performance feature

influenced to purchase a food .

62
 Table: 5

First thing that comes to mind when thinking of food.

No, of
Opinion Respondents Percentage
Speed 24 48%
Style 6 12%
Low maintenance 7 14%
Comfort 13 26%
Total 50 100%

INTERPRETATION:
From the above graph it is interpreted that speed is most frequently comes to customer mind when

thinking of food.

63
 Table: 6

When the respondent go for change the food, then brand preferred by them

No, of
Opinion Respondents Percentage
HERITAGE
FRESH 23 46%
MORE 10 20%
SPENCERS 5 10%
FRESH 4 8%
MAGNA 5 10%
SUBKISHA 3 6%
Total 50 100%

INTERPRETATION:
From the above graph it is interpreted that 46% of respondents HERITAGE brand morepreferable to

own after change of the previous food followed by 20% for tata,10% for SPENCERS, 8% for FRESH

,10%forMAGNA ,6% for SUBKISHA respectively,

64
 Table: 7

What comes first when think of heritage ?

No, of
Opinion Respondents Percentage
Reputed known brand 12 24%
Low maintenance 17 34%
Good service 11 22%
High performance 7 14%
Reliability 3 6%
Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that low maintenance comes to customer mind when think of

heritage

65
 Table: 8

First hear about heritage

No, of
Opinion Respondents Percentage
TV 17 34%
News paper 11 22%
Magazine 8 16%
Internet 3 6%
Friends & relatives 11 22%
If any other please specify 0 0%
Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that respondent heard about HERITAGE through by TV media

66
 Table:10

Opinion about heritage advertisement

No, of
Opinion Respondents Percentage
Excellent 9 18%
Good 27 54%
Satisfactory 11 22%
Bad 3 6%
Worse 0 0%
Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that advertisement for HERITAGE is good

67
 Table: 11

Does advertisement influence to purchase a food?

No, of
Opinion Respondents Percentage
Strongly agree 14 28%
Agree 29 58%
Disagree 4 8%
Strongly disagree 3 6%
Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that advertisement plays vital role in purchasing a food.

68
 Table: 12

Is advertisement only sufficient to buy a food?

No, of
Opinion Respondents Percentage
Yes 34 68%
No 16 32%
Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that most of the customers agree with that advertisement is only

sufficient to buy a food.

69
 Table: 13

Which promotion activity shows more influence on the customer to purchase a food?

No, of
Opinion Respondents Percentage
Advertisement 10 20%
Friend’s 24 48%
Schemes 5 10%
Brand 11 22%

Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that most of the customers are interested in buying food by

listening to there friends words

70
 Table: 14

No of people aware of new model in heritage

No, of
Opinion Respondents Percentage
Yes 38 76%
No 12 24%
Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that 76% of respondents that are aware of new model.

71
 Table: 15

On whole opinion about heritage.

No, of Percentag
Opinion Respondents e
Excellent 10 20%
Good 27 54%
Satisfactory 7 14%
Neutral 4 8%
Bad 2 4%
Very bad 0 0%
Worse 0 0%
Total 50 100%

INTERPRETATION:

From the above graph it is interpreted that on the whole 20% Excellent, 54% Good , 14%

Satisfactory, 8% Neutral, 4% Bad ,0% Very bad ,0% Worse on the whole respondents opinion about

heritage is good.

72
CHAPTER – 6

FINDINGS

73
 HERITAGE has 100% recognition rate.

 HERITAGE has 100% recall rate, but it is not on the top mind of all the respondents.

 USP of HERITAGE is reasonable price, but only 58% of people reel the same with it.

 T.V and News paper are very effective means of advertisement.

 Respondent opinion about HERITAGE advertisement is very good.

 Majority of the respondents Agrees that Advertisement motivates in buying a product.

 Though majority of the models produced by HERITAGE has awareness in market, still there

are many brands which the respondents are not aware of.

 Only 16% of people are aware of new model produced by HERITAGE.

 Majority of the respondents Agrees that the new model produced by HERITAGE is

really good.

 From the survey it is clear that respondent's on the whole opinion about HERITAGE is

 very good.

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Suggestions

 HERITAGE has good recognition and recall rate but it is not on the top of the mind of all the

respondents. Thus it is clear that it still has scope in creating awareness. It can be attained by

aggressive advertisement and dominate the ads of other brands with Unique advertisements.

 As majority of the respondents feel that advertisement plays a major role in motivating and it

is the driving factor in buying a product, thus it is essential to concentrate on advertisement to

increase their market share.

 From the survey it is clear that all the models are not equally aware in the market, this is

because of the impact of the previous model produced, i.e. if a model produced by

HERITAGE becomes very successful then the successive model is left unaware by most of the

people as their concentration is on the successful model, to over come this problem,

HERITAGE has to use various means to communicate the people about the new model, some

of such means are, Event sponsorships, and using Sports men as Brand ambassadors etc..

 As on the whole opinion of respondent about HERITAGE is very good, it needs to maintain it

with good Service, Reliabity.

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CHAPTER – 7

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 Questionnaire

I am student of MBA conducting a survey as a part of curriculum and would be grateful if you
could spare some of your precious time and please fill this questionnaire

Personal profile

Name :
Age :
Gender :
Qualification :
Profession :
Income :

1).Which brand/company super market do you prefer shopping in?

A. HERITAGE FRESH B. MORE

C. RELIANCE D. FRESH

2). Specify your preference to which brand would you like to own?

A. HERITAGE FRESH B. MORE

C. RELIANCE D. FRESH

3).What is the first thing that comes to your mind when you think about your super market?

A. Price B. Offers
C. No. of products D. Response

4). What comes to your mind when you think of HERITAGE?

A. Reputed known brand B. Low maintenance

C. Good service D. High performance
E. Reliability

5). How did you first hear about HERITAGE?

A. TV B. News paper
C. Magazine D. Internet
E. Friends & relatives

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6). If you have seen the advertisement of HERITAGE, what did you feel
about the advertisement?

A. Excellent B. Good
C. Satisfactory D. Bad
E. Worse

7). The advertisement motivated you to buy the super market model?

A. Strongly agree B. Agree

C. Disagree D. Strongly disagree

8). Is only advertisement sufficient of purchasing the product?

A. Yes B. No

If no, please specify what made you to purchase the super market

-----------------------------------------------------------------------------------

9). According to you what motivated to purchase in this super market?

A. Advertisement B. Friend’s

C. Schemes D. Brand

10). Are you aware of new products launched by HERITAGE?

A. Yes B. No

11). I like the new Products produced by HERITAGE?

A. Strongly agree B. Agree

C. Disagree D. Strongly disagree

12). What is your opinion about HERITAGE Foods?

A. Excellent
B. Good
C. Satisfactory
D. Neutral
E. Bad
F. Very bad
G. Worse

13). Please give your suggestions on HERITAGE brand?

……………………………………………….

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 Bibliography

Websites:

1. http://w\vw.HERITAGEFRESH.com/ab/aboutus_landing.asp?ch-l&ct=l l&sc=0

2. http://www.HERITAGEFRESH.com/knowing-HERITAGE-FRESH.aspx

3. http://eprints.bibl.hkr.se/archive/00000686/01/Dissertation.pdf

4. http://www.pondiuni.org/DDE/MBA_Project_Work__guidelines2007.pdf

5. http://imvp.mit.edu/papers/96/Krishnan.pdf

BOOKS:

1. DAVID.A.AKER { Managing Brand Equity }

2. KELLER&KOTLER {Marketing management}

3. SWETHA JOHRI {Brand management}

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