1. BRAND AWARENESS
INTRODUCTION
F or developing a new promotion strategy based on corporate
objectives which includes identifying the corporate growth role for
new products scanning the external environment, analyzing the
industry, assessing the firm’s new product experience, internal
capabilities and corporate culture the organization has to depend on
market research. Thus, it becomes a necessity for a business to run.
The outcome of which is a set of strategic roles that help identify the
markets for which new products will be developed . I present the
report, which will enable the organization to achieve the corporate
objectives i.e., primarily to establish the brand in the market and to
play a dominant role as a Market Leader. The research is conducted to
study the present market situation and thus this study has gained
significance.
I carried out this study in order to get an over all view of
the market, different branches and scope of Dukes products. I believe
that this study will give great deal of information to the organization.
48 Department of MBA,BITS ,KMM

2. BRAND AWARENESS
I hope that the objectives would be accomplished by the detailed
survey taken up in different segments of Hyderabad with the school
students. I put my best efforts to make this objective successful.
I am very pleased to hear a good word of mouth from the industry about the
successful brands of Dukes. It has a very good brand image and had built a good
reputation in the market.
I strongly believe that with the help of the most modern and
well-equipped R&D lab, manufacturing facilities with international
standards, vision of the top management about the future, sincere, hard
working and skilled manpower make this organization best in the
industry.
Today there are over 3000 employees, various C&F agencies
with the main Head office is Hyderabad.
48 Department of MBA,BITS ,KMM

3. BRAND AWARENESS
NEED FOR THE STUDY:
Brand image is an era and reputation that the product gains through its brand
name. Building brand image helps the organization in achieving targeted sales and to
sustain in the market for a long time. It helps the organization in increasing the
awareness level of consumers and also makes the product competitive in the market.
Every organization needs to improve level of brand awareness and identify
customer preferences for various products so that they can implement measures for
enhancing brand awareness and for attracting prospects. Hence, a study has been
undertaken on brand awareness.
48 Department of MBA,BITS ,KMM

4. BRAND AWARENESS
SCOPE OF THE STUDY
The study contains important data about brand awareness and
the performance of DUKES brand. It will be useful to the company.
This study will help further advance study on RAVI FOODS Pvt.
Ltd.
The Study is focused on twin cities Hyderabad and
Secunderabad.
48 Department of MBA,BITS ,KMM

5. BRAND AWARENESS
OBJECTIVES
 To study and analyze the customers awareness level of DUKES.
 To identify and analyze factors that influences the customer preference.
 To measure the impact of promotional tools on Brand awareness.
 To find the attitude of the children towards the DUKES.
 To identify the various sources through which brand awareness
can be created.
 To find the preferences of school children.
48 Department of MBA,BITS ,KMM

6. BRAND AWARENESS
METHODOLOGY OF THE STUDY
RESEARCH DESIGN:
Research design is the plan, structure and strategy of investigation
conceived so as to obtain answers to research questions.
Descriptive research design was chosen for the present study.
Data sources:
The study is mainly based on the data collection from primary as well
as secondary sources.
Primary data:
48 Department of MBA,BITS ,KMM

7. BRAND AWARENESS
Primary data are data collected for specific purpose. Primary
data is collected directly from the students through administering
questionnaire.
Secondary data:
Secondary data are data that were collected for another purpose and
already exist some where.
Secondary data was collected from company records and catalogs.
Research approach:
Survey method is adopted to collect the needed information from the
respondents.
Research instrument:
Here for this study the researcher used well designed and structured
questionnaire as a research instrument it include both open & closed ended questions.
The questionnaire is personally administered to the respondents.
SAMPLING DESIGN:
Definition of population:
The population for the study includes students who prefer Dukes brands.
Sampling procedure:
48 Department of MBA,BITS ,KMM

8. BRAND AWARENESS
For selecting the defined size of sample from the target population
convenience, a non probability sampling technique is adopted.
Sample size:
A sample of 250 students was selected from the targeted population
for the present study.
STATISTICAL TOOLS USED:
For the purpose of analysis, weighted average method and percentage method
are used for calculations and the result was interpreted. This test was used to
minimize the error of the data collected. Graphs were used to represent the data for
the better and accurate interpretation of the results.
Statistical tools used:
Simple tools are used for analysis purpose. They are as follows:
1. Percentage analysis
2. Weighted Average method
PERCENTAGE ANALYSIS
Percentage refers to a special kind of ratio in making comparison
between two or more data and to describe relationships between the data’s.
48 Department of MBA,BITS ,KMM

9. BRAND AWARENESS
Percentage can also be used to compare the relative terms, the distribution of
two or more series of data.
WEIGHTED AVERAGE ANALYSIS
There are cases where the relative importance of the different items is not the
same. When, this so, the researcher can use the weighted arithmetic mean. The
‘Weight’ stands for the relative importance of the different items. The formula for
computing weighted arithmetic mean is:
Xw = ∑WX / ∑W
Where -- Xw represents the weighted arithmetic mean
-- X represents the variable values, i.e., X1, X2, …..Xn.
-- W represents the weights attached to variable values, i.e.,
W1, W2… Wn, respectively.
An important problem that arises while using weighted mean is regarding
selection of weights. Weights may be either actual or arbitrary. i.e., estimated.
48 Department of MBA,BITS ,KMM

10. BRAND AWARENESS
Needless to say, if actual weights are available, nothing like this. However, in the
absence of weights, arbitrary or imaginary weights may be used.
The use of arbitrary weights may lead to some error, but it is better that no
weights at all. In practice, it is found that if weights are logically assigned keeping
the phenomena in view, the error involved will be so small that it can be easily over
looked.
METHODOLOGY
Primary and secondary data were collected with the help of
questionnaire and report of the company respectively.
 Primary data was collected by Questionnaire method.
 Secondary data was collected from the Manuals, Brochures and
website of the company.
48 Department of MBA,BITS ,KMM

11. BRAND AWARENESS
LIMITATIONS:
1. This study was based on Hyderabad and Secunderabad
Twin Cities only.
2. Some of respondents did not completely answered to the
questions as they were busy with their work.
3. The Respondents are selected on simple random sampling
method.
4. Time is also one of the constraints .
48 Department of MBA,BITS ,KMM

12. BRAND AWARENESS
INDUSTRY PROFILE
Biscuits are categorized as impulse buying product in the market. Biscuits are
being consumed by all sectors of the society across the urban and rural markets in
almost all parts of the country.
In India, biscuits are being manufactured both in organized and unorganized
sectors. India is the world’s second largest biscuit manufacturing country – more than
Rs.3000 crore biscuit industries. China is the global market leader in biscuit industry
and makes 1.2 million tonnes of biscuits per annum. But what makes India a
delicious proposition is that, despite these huge volumes, the percapita consumption
of biscuits in India is about 1.2 kg, compared to more than 12 kg in developed
countries.
In just last few years, the biscuit business has expanded dramatically with the
entry of several multinational players. Measured by the number of companies, there
should be a significant decline in industry concentration perhaps more than half,
however just as it was before the entry of the multinational players. Parle and
Britannia still hold over Indians branded biscuits business segment.
48 Department of MBA,BITS ,KMM

13. BRAND AWARENESS
“The organized sector may soon overtake the unorganized sector in volumes”.
The recent studies on biscuit industry tells us the organized sector produces 5 lakhs
tonnes per annum, while the unorganized sector accounts for another 7 lakhs tonnes.
In last few years PROTECH has conducted studies on biscuit industry, and as per the
studies the organized sector is growing at 14% annually, where as the unorganized
sector’s growth has slowed down at 8%.form Britannia, Parle, Dukes, Nutrine, Rose
etc., are the major players in biscuit industry in Hyderabad. Britannia is the market
leader with high market share followed by Parle and Dukes.
Dukes with its wide range of products and with strict quality control, it is
continuously improving in India for last few years. Competition form unorganized
sectors is totally uncontrollable. There is a fierce competition in this industry.
Major players in the biscuit industry have established their brands with a
definite market share. On average, the industry spends 5 to 10 percent on
advertisements in the media, sponsoring sports and games participation in exhibitions
as part of their volume/brand building exercise.
The biscuit industry is providing employment to thousands of people directly
and lakhs indirectly and contributing their share to the government in the form of
taxes.
48 Department of MBA,BITS ,KMM

14. BRAND AWARENESS
COMPANY PROFILE
RAVI FOODS PVT. LTD., was started in a modest way in the year 1995
in Hyderabad. Today it is multi product conglomerate with a turnover in
excess of Rs.35 crores.
RAVI FOODS PVT. LTD., is literally cracking with energy as it is
manufacturing a wide variety of biscuits, wafers and confectionary under the
brand name “DUKES”. It is an ISO 9001, Hyderabad based company.
Currently, it manufactures 5,100 tonnes of biscuits, 900 tonnes of
confectionary, 300 tonnes of cream filled wafer and tonnes of choco based
products every year.
The company is equipped with the latest and sophisticated imported
machinery that minimize the human handling, thus ensuring quality
maintenance of the products, at every state of production and packaging. One
of its kind and most modern cream filled wafers manufacturing plant has been
imported from Germany and installed for high quality production.
LOCATIONAL ADVANTAGE:
The factory is located on the national highway-7 on the Bangalore route
in Hyderabad. The transportation of raw material and finished goods is
very convenient through different modes.
48 Department of MBA,BITS ,KMM

15. BRAND AWARENESS
VISION OF RAVI FOODS:
It is our endeavor to bring you rich, nutritious and quality products by
enhancing and upgrading the technology constantly. We firmly believe that
doing our job earnestly is the best service we can render our nation.
GROWTH AND PERFORMANCE:
Any great journey starts with a small step. This has been the case with Ravi
foods. It is started off in a modest way ten years ago; gradually it has grown to
international stature. Expansion is sign of growth, the company set up other concern
units at various locations to cater to the ever growing demand at a competitive price.
The company is equipped with the latest and sophisticated Imported
machinery that minimize the human handling, thus ensuring quality maintenance of
the products, at every state of production and packaging. Further more, the R&D lab;
warehousing and storing facility meet the international standards.
One of its kind and most modern cream filled wafers manufacturing plant has
been imported from Germany and installed here for high quality production. With
this the company image is growing day by day in Biscuits and confectionary
industry. ‘DUKES’ becomes mark of quality to the customers.
Ravi foods understand the importance of maintaining the ecological balance.
So, Ravi foods function with in the reasonable limits of anti pollution norms.
PRODUCTION TEAM:
A team of highly experienced and technically qualified professionals run the
plant. The production team led by skilled and experienced Bakery technologists who
had worked with renowned food processing houses of international repute. They are
responsible for the highly motivated and quality conscious team of production and
R&D unit.
48 Department of MBA,BITS ,KMM

16. BRAND AWARENESS
MARKETING TEAM:
The distribution and marketing network is equally strong and complements the
production team. The credit for the popularity and availability of DUKES even in
interior towns goes to the enterprising marketing team of the company.
More than 50 varieties of Biscuits, wafers and confectionary make the
DUKES product mix and marketing strength. Being an ISO-9001 certified company,
DUKES has always stood to meet the customers changing needs with a special
emphasis on quality choice and cost benefits
DISTRIBUTION:
Ravi foods pvt. Ltd., has a nation wide market with its three level distribution
network.
The distribution channel of Ravi foods private limited is
Manufacturer
Sales depots
Distributor
Retailer
Customers
In Hyderabad 26 distributors are there.
48 Department of MBA,BITS ,KMM

17. BRAND AWARENESS
ORGANIZATION STRUCTURE:
The marketing team of DUKES is strong and complements to the production
team. The credit for the popularity of DUKES even in interior cities goes to the
enterprising marketing team of the company.
The marketing department structure is
Board of director
Zonal sales manager
Area sales manager
Senior officers
Sales representatives
Field officers
48 Department of MBA,BITS ,KMM

18. BRAND AWARENESS
PRODUCT LINE OF DUKES:
DUKES
confectionary
Wafers Chocolates Biscuits
Soft boiled Hard boiled (candy)
Masti chocolate Big bite Merry milk
(toffees) Mera lacto
Masti orange Meltz Marie break
Merry milk Jadoo
Masti Sweet Nice
Coffee gold Coconutties
strawberry hearts Saltx
Chaco bar Cool mints
Masti Chaco Crack crispy
Coffee maza
mix Cream Masti
Orange candy
Masti pineapple Butter munch
Masti vanilla Cream magic
Cream
Bourbon
Kaju munch
Glucose
48 Department of MBA,BITS ,KMM

19. BRAND AWARENESS
BRAND:
A name, term, sign, symbol, or design, or a combination of these,
intended to identify the goods or services of one seller and to differentiate them from
those of competitors.
Consumer view a brand as an important of a product, and branding can
add value to a product. Branding has become so strong that today hardly anything
goes unbranded.
Branding helps buyers in many ways. Brand names consumers identify
products that might benefit them. Brands also tell the buyer something about product
quality. Buyers who always buy the same brand know that they will get the same
feature, benefits, and quality each time they buy. Brandings also gives the seller
several advantages.
The brand name becomes the basis on which a whole story can be built about
a product special quality. The sellers’ brand name and trade mark provide legal
protection for unique product features that otherwise might might be copied by
competitors and branding helps the seller to segment market.
BRAND EQUITY:
Brands are more than just names and symbols. Brands represent consumers
perceptions and feelings about a product and its performance everything that the
product or service means to consumers.
As one branding expert suggests, “Ultimately, brands resides in the minds of
consumers”. Thus, the real value of a strong brand is its power to capture consumer
preference and loyalty.
Brand equity is the positive differential effect that knowing the Brand name
has on consumer response to the product or service. A measure of brands equity is
the extent to which consumers are willing to pay more for the brand.
48 Department of MBA,BITS ,KMM

20. BRAND AWARENESS
BRAND POSITIONING:
Marketers need to position their brands clearly in target customers’ minds.
They can position brands at any of three levels. At the lowest level, they can position
the brand on product attributes.
A brand can be better positioned by associating its name with a desirable
benefit. When positioning a brand, the marketer should establish a mission for the
brand and a vision of what the brand must be and do.
A brand is the company’s promise to deliver a specific set of features,
benefits, services, and experiences consistently to the buyers.
BRAND SELECTION:
A good name can add greatly to a products success. How ever, finding the
best brand name is a difficult task. It begins with a careful review of the product and
its benefits, the target market, and proposed marketing strategies.
CO-BRANDING:
Co-branding products for many years, there has been a recent resurgence in
co-branded items. Co-branding occurs when two established brand names of different
company’s are used on the same product.
48 Department of MBA,BITS ,KMM

21. BRAND AWARENESS
THEORITICAL CONCEPT OF BRAND AWARENESS :
Students has a decision maker comes to the market place to solve his
consumption problems and to achieve the satisfaction of his needs.
The buying process is composed of a number of stages and is influenced by an
individual’s Psychological Frame Work composed of his personality, motivation,
perception and attitude.
BRAND AWARENESS STAGE:
Decision-Marking Output
Input Stimuli
Process Behavior
Psychological Frame
Personality
Firm’s
Need Evaluation
Marketing Intention
Efforts Recognitio
Post-Purchase
Product
Motivation
Interest Evaluation behavior
Awareness
Social
Environme Interest
nt Breakdown
Attitudes Repeat Discount
48 Department of MBA,BITS ,KMM

22. BRAND AWARENESS
The student is exposed to the existence of a product that may satisfy a need.
This awareness may be an account of the search carried out by the student
himself or because of a firm’s communications through advertising or salesmanship
or through social environments.
Awareness may be neutral or active. When no need is currently recognized by
student the awareness is neutral because there is no immediate interest in it and when
the student is already aware of a product and subsequently recognizes a need, then
the product awareness is active, and immediately is converted into interest.
Student interest is indicated in the Consumer’s willingness to seek further
information about the product.
Output is the end result of the inputs of student behavior. It emerges after
these inputs duly processed by the student. Output is composed of purchase and
post-purchase behavior.
CONSUMER BEHAVIOUR:-
In earlier times, marketers could understand consumers through the daily
experience of selling to them. But the growth in the size of companies and markets
has removed many marketing managers from direct contact with customers
increasingly. Managers have had to rely on students’ research for answers to the
following key questions about.
Who constitutes the markets - Occupants?
What does the market buy - Objects
Why does the market buy - Objectives?
Who participating in the buying - Organizations
48 Department of MBA,BITS ,KMM

23. BRAND AWARENESS
How does the market buy - Operations?
When does the market buy - Occasions
Where does the market buy - Outlets?
Marketing and environmental stimuli enter the buyer’s consciousness. The
buyer’s characteristics and decision process lead to certain purchase decisions. The
marketer’s task is to understand what happens in the buyer’s consciousness between
the arrival of outside stimuli and buyer’s purchase decision.
Marketin Other Buyer’s Buyer’s Buyer’s
g Stimuli Stimuli Characterist Decision Process Decision
ics
Product Economical
Purchase Choice
Technologic
Price Cultural Problem Recognition
Brand Choice
al
Place Social Information Search
Dealer Choice
Political
Promotion Personal Evaluation Decision
Purchase Amount
Cultural
Psychological Post Purchase
Purchase Timing
Behavior
A consumer’s behavior is also influenced by such social factors as reference
groups, family and social roles and status.
48 Department of MBA,BITS ,KMM

24. BRAND AWARENESS
A buyers decision are also influenced by personal characteristics, notably the
buyer’s age and life–cycle stage, occupation, economic, circumstances, lifestyle and
personality and self-concept.
Introduction stage:
The introduction stage starts when the new product is launched. It takes
time to roll out the product in several markets and to fill the dealer pipe lines,
so sales growth is apt to be slow.
In this stage, profits are negative or low because of the low sales and heavy
distribution and promotion expenses. Much money is needed to attract
distributors and fill the pipelines. Promotional expenditures are at their highest
ration to sales because of the need for a high level promotional effort to
(1) Inform potential consumers of the new and unknown product.
(2) Induce trail of the product.
(3) Secure distribution in retail outlets.
There are only a few competitors, and they produce basic versions of the
product. Since the market is not ready for product refinements. The firms
focus their selling on those buyers who are ready to buy, usually higher –
income groups.
Prices tend to be on the high side because
(1) Costs are high due to relatively low output rates.
(2) Technological problems in production may have not yet been fully
mastered.
(3) High margins are required to support the heavy promotional
expenditures which are necessary to achieve growth.
48 Department of MBA,BITS ,KMM

25. BRAND AWARENESS
MARKETING STRATEGIES IN THE INTRODUCTION STAGE :
In launching a new product, marketing management can set a high or a low level.
For each marketing variable, such as price, promotion, distribution, and product
quality. Considering only price and promotion, management can pursue one of
the four strategies.
PROMOTION
High Low
High
48 Department of MBA,BITS ,KMM

26. BRAND AWARENESS
PRIC Slow
E
Rapid Skimming
Skimming Strategy
Strategy
Rapid Slow
Low
Penetration Penetration
Strategy Strategy
A rapid – skimming strategy consists of launching the new product at a high
price and a high promotion level. The firm charges a high price in order to
recover as much gross profit per unit as possible
A slow – skimming strategy consists of launching the new product at a high
price and low promotion. The high price helps recover as much gross profit per
unit as possible, and the low level of promotion keep marketing expenses down.
A rapid – penetration strategy consists of launching the product at a low
price and spending heavily on promotion. This strategy promises to bring about
the fastest market penetration and the largest market share.
A slow – penetration strategy consists of launching the new product at a
low price and a low level of promotion. The low price will encourage rapid
product acceptance.
48 Department of MBA,BITS ,KMM

27. BRAND AWARENESS
1: Are you aware of brand “DUKES”.
S.NO. PERTICULARS NO.RESPONDENTS PERCENTAGE
1 YES 229 92%
2 NO 21 8%
48 Department of MBA,BITS ,KMM

28. BRAND AWARENESS
Total 250 100.00%
AWARE OF BRAND DUKES
8%
YES
NO
92%
INTERPRETATION:
From the above table 92% of school students are aware of brand
DUKES and 8% of school students don’t know about the DUKES brand.
2: What are product lines of “DUKES” you are aware of.
48 Department of MBA,BITS ,KMM

29. BRAND AWARENESS
NO.OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS
1
BISCUITS 109 48%
2
CHOCOLETS 40 17%
3
WAFERS 47 21%
4
CONFECTIONARY 8 3%
5
BISC&CHOCKLAT 25 11%
TOTAL
229 100.00
PRODUCT LINE
11%
3%
BISCUITS
CHOCOLETS
21% 48%
WAFERS
CONFECTIONARY
BISC&CHOCKLAT
17%
INTERPRETATION: From the above table 48%of students aware of biscuits and
17% of students aware of chocolates and 21% of students aware of wafers and 3% of
students aware of confectionary and 11% of students aware of biscuits & chocolates
of the Dukes Brand.
3: which product of “DUKES” you consume most.
48 Department of MBA,BITS ,KMM

30. BRAND AWARENESS
S.NO PARTICULARS NO.RESPONDENTS PERCENTAGE
1 BIGBITE 66 29
2 MUNCH 89 39
3 WAFFY 19 8
4 MARIE BREAK 8 4
5 CREAM MAGIC 21 9
6 SALTKISS 26 11
7 TOTAL 229 100
VARIOUS PRODUCTS& THEIR
CONSUMPTION
11%
29% BIGBITE
9%
MUNCH
3% WAFFY
8% MARIE BREAK
CREAM MAGIC
SALTKISS
40%
INTERPRETATION: From the above table 29% of students areConsuming
BIGBITE and 40% of students are consuming MUNCH and 8% of students are
consuming WAFFY and 3% of students are consuming MARIE BREAK and 9% of
students are consuming CREAM MAGIC and 11% of students are consuming SALT
KISS.
4: what is the other product of “DUKES” you are aware of?
48 Department of MBA,BITS ,KMM

31. BRAND AWARENESS
PRODUCTS NO.OF.RESPONDENTS PERCENTAGE
Burbon 28 12
Nice 32 14
Glucose 17 8
Marry milk 40 17
Nothing 112 49
Total 229 100
OTHER PRODUCTS OF DUKES
0%
0% PRODUCTS
12% Burbon
0%
Nice
14%
50% Glucose
0%
7%
Marry milk
0%
17% Nothing
0%
INTERPRETATION: From the above table 12% of children aware of BURBON,
14% of aware NICE, 7% of aware GLUCOSE, 17% of marry milk and 50% of
children don’t know other products of DUKES.
5: How do you know about brand “DUKES”
48 Department of MBA,BITS ,KMM

32. BRAND AWARENESS
S.NO. PARTICULARS NO.OF PERCENTAGE
RESPONDENTS
1 ADVERTISEMENT 62 37
2 FRIENDS 52 31
3 SHOPE KEEPERS 45 27
4 OTHERS 2 1
5 MORE THAN ONE 6 4
6 TOTAL 168 100
VARIOUS INFORMATION SOURCES
4% ADVERTISEMEN
1% T
FRIENDS
27% 37%
SHOPE
KEEPERES
OTHERS
31% MORE THAN
ONE
INTERPRETATION: From the above table, 37% students came to know about
the DUKES through Advertisement and 31% of students came to know by friends
and 27% of student known by shopkeepers.
6: How do you rate “DUKES” in comparison to other brands
48 Department of MBA,BITS ,KMM

33. BRAND AWARENESS
PERTICULERS DUKES BRITANIA ITC PARLE OTHERS
PRICE 110 75 26 15 3
QUALITY 58 94 64 9 4
AVAILABILITY 45 115 60 4 5
DUKES
45
PRICE
110 QUALITY
AVAILABILITY
58
INTERPRETATION: From the above data, It can be said that BRITANIA stood
first, DUKES ranks second, ITC ranks third, PARLE ranks fourth and others occupy
last rank in terms of Price, Quality and Availability.
7: Do you prefer any other brands compared to “DUKES”
48 Department of MBA,BITS ,KMM

34. BRAND AWARENESS
S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE
1 YES 154 67
2 NO 27 12
3 NONE OF THESE 48 21
4 TOTAL 229 100
BRAND PREFERENCE
21
%
YES
12 NO
% NONE OF
67 THESE
%
INTERPRETATION: From the above table 67% of students prefer other brand
and 12% of students don’t prefer other brand and 21% of students don’t prefer any
brand other than Dukes.
8: Please rank the brands in terms of your choice.
48 Department of MBA,BITS ,KMM

35. BRAND AWARENESS
NO OF
PARTICULARS PERCENTAGE RANK
S.NO RESPONDENTS
1 BRIRANNIA
146 64 1
2 DUKES
47 21 2
3 PARLE
17 8 3
I.T.C
4 16 7 4
1st RANK PERCENTAGES
7% 0%
0% 0%
PARTICULARS
8% 0% BRIRANNIA
0%
DUKES
21%
PARLE
64%
0% I.T.C
INTERPRETATION: From the above data analysis, Most of the respondents
preferred Britannia with first rank, Dukes with second rank, Parle with third rank and
ITC with fourth rank.
9: What attributes you look at when you confectionary.
48 Department of MBA,BITS ,KMM

36. BRAND AWARENESS
S.NO PARTICULARS NO OF PERCENTAGE
RESPONDENTS
1 QUALITY 42 18
2 FRESHNESS 43 19
3 TASTE 28 12
4 PRICE 34 15
5 PACKAGING 15 8
6 AVAILABILITY 26 11
7 MORE THAN 41 18
ONE
8 TOTAL 229 100
you look at when you buy bis&confectionary
0%
0% PARTICULARS
QUALITY
18% 18%
FRESHNESS
0% TASTE
11% PRICE
19% PACKAGING
7% AVAILABILITY
15% 12% MORE THAN ONE
INTERPRETATION: The respondents in case of confectionary, preferring
the attributes with rank wise Quality, Freshness, Taste, Price, packing and
availability respectively.
10: Any features you don’t like about “DUKES”.
48 Department of MBA,BITS ,KMM

37. BRAND AWARENESS
S.No PARTICULARS NO.RESPONDENCE PERCENTAGE
1 PRICE 55 24
2 QUALITY 50 22
3 PACKAGING 16 7
4 TASTE 23 10
5 NON 23 10
AVAILABILITY
6 NOTHING 58 25
7 ALL 4 2
8 TOTAL 229 100
DONT LIKE ABOUT DUKES FEATURES
PARTICULARS
2%0%
24%
25% PRICE
QUALITY
PACKAGING
TASTE
10%
22% NON AVAILABILITY
NOTHING
10%
7%
ALL
INTERPRETATION: From the above table most of the children don’t like price.
Qualities also don’t like. Less children don’t like packing also.
11: What is your opinion on brand “DUKES”.
48 Department of MBA,BITS ,KMM

38. BRAND AWARENESS
S. No PERTICULERS NO.OF PERCENTAGE
RESPONDENTS
1 GOOD 152 66
2 AVERAGE 51 22
3 BAD 11 5
4 NOTHING 15 7
opinion on dukes
7%
5%
GOOD
22% AVERAGE
BAD
66% NOTHING
INTERPRETATION: From the above table 66% of school children respond good
22% of children respond average 5% of children respond bad and 7% of children not
respond.
12: Which media do you think is the best suitable.
48 Department of MBA,BITS ,KMM

39. BRAND AWARENESS
S.no. PARTICULARS NO.RESPONDENCE PERCENTAGE
T.V 200 88
1
2 BROCHERS 8 4
3 RADIO 14 7
4 TOTAL 229 100
BEST SUITABLE MEDIA
6%
4%
T.V
BROCHERS
RADIO
90%
INTERPRETATION: Among all the media, T.V media stood first, Radio in
second place and Brochures in third place regarding suitability.
13: Who do you think will be the best communicate the message.
48 Department of MBA,BITS ,KMM

40. BRAND AWARENESS
S.NO PARTICULARS NO.OF PERCENTAGE
RESPONDENCE
1 CELEBRITY 41 18
2 CARTOON 114 50
3 SLICE OF LIFE 20 9
4 FANTASY 54 23
TOTAL 229 100
BEST COMMUNIKATE THE MESSAGE
0%
0%
PARTICULARS
18% CELEBRITY
24%
0%
CARTOON
0%
9% SLICE OF LIFE
0%
FANTASY
49%
INTERPRETATION: From the above analysis Cartoon is the best way of
communicating of the message whereas celebrity, Fantasy and Slice of life stands
next respectively.
14: Which program tool will be the best?
48 Department of MBA,BITS ,KMM

41. BRAND AWARENESS
S.NO PARTICULARS NO.OF PERCENTAGE
RESPONDENCE
1 PRICE OFF 59 26
2 DISPLAYS 26 11
3 SAMPLE 87 38
4 CONTEST 35 15
5 COUPENS 22 10
BEST PROGRAM TOOL
0% PARTICULARS
10% 0% PRICE OFF
0% 26%
DISPLAYS
15%
0% 0% SAMPLE
11%
CONTEST
0%
38%
COUPENS
INTERPRETATION: From the above table, program tools the price off, displays,
sample, contest, and coupons, ranks first, second, third, fourth and fifth respectively.
FINDINGS
 Most of the respondents (92%) are aware of the brand “DUKES”.
48 Department of MBA,BITS ,KMM

42. BRAND AWARENESS
 Among the different product lines of the DUKES most of the people are aware
of biscuits, wafers, and chocolates. Which ranks in the series first, second, and
third respectively, where as confectionary of the DUKES did not gain much
awareness of the children.
 Most of the children are consuming MUNCH, and the next place is BIGBITE.
 DUKES gain most of the brand awareness through the advertisement.
 Compared to the other brand DUKES is rated for high price.
 DUKES stands third place in quality after BRITANIA and ITC respectively.
 The availability of the DUKES in the shops, bakers easy less compared to the
popular brands BRITANIA and ITC.
 Most of the respondents are preferring Dukes subject to its availability.
 DUKES is ranked second place in terms of choice. Where as BRITANIA
stands first.
 Most of the people proffering the confectionary by seeing the main attributes
of freshness and quality.
 Most of the respondents desired change in the price of the DUKES.
 And most of the respondents desired to improve in the quality compared to the
BRITANIA and ITC.
 TV is the most power full media which is suitable in communicating the brand
image of the DUKES.
 To communicating the message cartoon is the best way as it attracts children.
 Regarding the sales promotion, sample is the best tool in promoting the brand
DUKES.
SUGGESTIONS
48 Department of MBA,BITS ,KMM

43. BRAND AWARENESS
 There is a need to make the children aware of DUKES confectionary product
line.
 Price is the one the most important factor. which influence the sales. as the
most of the children felt the price of the DUKES is high. There is a need to
once again make revive of the price.
 DUKES as to improve the quality and as to show a difference with the other
brands.
 Availability of the DUKES in retail stores, bakers, school canteens have to be
increased.
 The packing must be more attractive to draw the attention of the customer.
 Most of customers are the children, the cartoon is the best way to
communicate message.
 Samples and price off are the best promotional tool which must be utilize by
the DUKES to grab the market.
CONCLUSION
48 Department of MBA,BITS ,KMM

44. BRAND AWARENESS
Ravi foods pvt.Ltd. is the Hyderabad based company with the turnover of
35crores though it’s a new company started in 1995. It has created a sensation in the
market in the segment of Biscuits, Chocolates, Wafers and Confectionary with the
brand name DUKES.
As it is budding company compare to Britannia, ITC, and Joints. It is striving
hard in gaining the customers through its brand name. The brand DUKES have a
good image in the minds of customers and there is a need to penetrate into the rural
market segment and make it available in as many as retail outlets.
It got ISO 9001 certificate for its quality and got 66th place in the world.
BIBLIOGRAPHY
48 Department of MBA,BITS ,KMM

45. BRAND AWARENESS
1. PHILIP KOTLER
MARKETING RESEARCH
Millennium Edition
Prentice-hall of India Pvt Ltd, New Delhi.
2. G.C.BERI
MARKETING RESEARCH-VIII Edition
Tata Mc_GrawHill publishing company Ltd, New Delhi.
3. C.R.KOTHARI
RESEARCH METHODOLOGY
II Edition
Wishwa prakasham publishers.
4. LEON G.SCHIFFMAN
CONSUMER BEHAVIOR
LESLIE LAZAR KANUK
VI Edition
Prentice Hall of India PvtLtd,
New Delhi.
Web sites:
www.google.com
www.dukesindia.com
QUESTIONNAIRE
48 Department of MBA,BITS ,KMM

46. BRAND AWARENESS
Topic: Brand awareness of “Dukes” [Ravi Foods Pvt.Ltd] and impact
of promotional tools on Brand awareness.
Name :
Address :
1) Are you aware of brand “Dukes”?
Yes [ ] No [ ]
2) What are the product lines of “Dukes” you are aware of?
Biscuits [ ] Wafers [ ]
Chocolate [ ] None of these [ ]
3) Which product of “Dukes” you consume the most?
Big Bite [ ] Munch [ ] Waffy [ ]
Marie Break [ ] Cream Magic [ ] Salt Kiss [ ]
4) What are the other products of “Dukes” you are aware of?
A)_________ B) ________ C)________ D) _________
5) How do you know about Brand “Dukes”?
Advertisement [ ] Friends [ ]
Shop Keepers [ ] others [ ]
6) How do you rate “Dukes” in comparison to other brands?
48 Department of MBA,BITS ,KMM

47. BRAND AWARENESS
High Price ---------------------------- Low Price
High Quality ---------------------------- Low Quality
Availability --------------------------- Availability
(Easy) (Difficult)
7) Do you prefer any other brand compared to “Dukes”?
If yes Why
If No Why
8) Please rank the Brands in terms of your choice (in order of
preference)?
Dukes [ ]
Britannia [ ]
I.T.C [ ]
Parle [ ]
9) What attributes you look at when you buy Biscuits and
Confectionary?
Price [ ] Quality [ ] Freshness [ ]
Packaging [ ] Taste [ ] Availability [ ]
10) Any features which you don’t like about “Dukes”?
Price [ ] Quality [ ] Packaging [ ]
48 Department of MBA,BITS ,KMM

48. BRAND AWARENESS
Taste [ ] Non Availability [ ] Nothing [ ]
11) What is your opinion on Brand “Dukes”?
___________________________________
___________________________________
12) Which media do you think is the best suitable for brand
promotion?
T.V. [ ] Radio [ ]
Brochures [ ] If any other specify-----
13) Who do you think will be the best to communicate the
message?
Celebrity [ ] Cartoon [ ]
Slice of Life [ ] Fantasy [ ]
14) Which promotional tool will be the best?
Price offer [ ] Displays [ ]
Sample [ ] Contests [ ]
48 Department of MBA,BITS ,KMM