A Marketing Research Project Report on Impact on the brand recognition of McDowells No.

1 as a result of its sponsorship of RCB in IPL MASTER OF BUSINESS ADMINISTRATION By Jitesh Gera(1221409) Rishabh Bhalaik(1221429) Sachin B Chavan(1221430) Suprabha Majhi(1221450) Mohita Vadrevu(1221459)

Under the guidance of Prof. Venkatesha Bhagavath

Institute of Management Christ University, Bangalore MBA 2012-2014

STATEMENT OF AUTHENTICITY
We, Jitesh Gera, Rishabh Bhalaik, Sachin B Chavan, Suprabha Majhi, Mohita Vadrevu, do hereby declare that the Marketing Research Project entitled Impact on the brand recognition of McDowells No 1 as a result of its sponsorship of RCB in IPL, has been undertaken by us as part of our studies in the degree of Master of Business Administration. We have completed this study under the guidance of Prof. Venkatesha Bhagavath, Professor of Marketing, Institute of Management, Christ University, Bangalore. We also declare that this work has not been submitted for the award of any degree, diploma, associateship or fellowship or any other title in this University or any other University.

Place: Bangalore Date:

Jitesh Gera(1221409) Rishabh Bhalaik(1221429) Sachin B Chavan(1221430) Suprabha Majhi(1221450) Mohita Vadrevu(1221459)

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ACKNOWLEDGEMENT

We would like to thank Prof. Venkatesha Bhagavath, for his support and guidance during the course of our Marketing research project. We remember him with much gratitude for his patience and motivation, but for which we could not have submitted this work. We would also like to thank our parents for their blessings and constant support, without which this marketing research project would not have seen the light of day.

Jitesh Gera(1221409) Rishabh Bhalaik(1221429) Sachin B Chavan(1221430) Suprabha Majhi(1221450) Mohita Vadrevu(1221459)

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Table of Contents

Statement of Authenticity Acknowledgement Table of contents List of tables List of figures Abstract

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S.No 1 1.1 1.2 1.3 1.4 1.5 1.6 2 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 4 4.1 4.2 5 6 7 8

Contents INTRODUCTION Research Gap & Reasons for choosing the study Literature Review Research Questions Objectives Scope Limitations LITERATURE REVIEW STUDY DESIGN AND METHODOLOGY Research Methodology Hypothesis Sampling element Target population Sampling methodology Sample size Data collection ANALYSIS AND RESULTS Respondents profile Research question analysis DISCUSSION AND IMPLICATIONS OF FINDINGS CONCLUSION REFERENCES APPENDICES

Pg.No. 1 3 4 6 7 7 8 9 17 18 18 18 19 19 19 19 20 21 24 45 48 50 52

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List of Tables
S.No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Table name Frequency distribution of age Frequency distribution of gender Cross table of following and sponsor brand recall Cross table of gender and Supporting team Frequency distribution of preferred IPL teams Cross table of following of IPL and Place of recall Frequency distribution of recognition of Muthoot Group Frequency distribution of recognition of TVS Frequency distribution of recognition of Hero Frequency distribution of recognition of Sansui Frequency distribution of recognition of Fly emirates Frequency distribution of recognition of Make my trip Frequency distribution of recognition of Mc.Dowells No.1 Frequency distribution of recognition of Nokia Frequency distribution of recognition of Bajaj Allianz Frequency distribution of recognition of Royal Challenge Frequency distribution of recognition of Aircel Frequency distribution of recognition of VideoconD2H Frequency distribution of recognition of Ultratech Cement Frequency distribution of recognition of NVD Pg.No. 22 23 25 28 31 34 38 38 39 40 40 40 41 41 42 42 43 43 44 44

List of Figures
S.No 1 2 3 4 5 6 Figure name Bar chart representing age groups Pie chart representing gender Clustered bar chart of follower of IPL and brand recall of RCB Clustered bar chart of gender and team follow Pie Chart of preference of different IPL Teams Clustered bar chart of following IPL and place of Recall Pg.No. 22 23 27 30 32 36

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ABSTRACT
IPL has been around for 6 years now. A large number of companies have been betting big on the platform to display their presence in the market. One such company is United Spirits Ltd. who is utilizing its self-owned IPL team Royal Challengers Bangalore to leverage it as a mode of promotions for its brands McDowells No. 1 and Royal Challenge. In the first 3 years, the brand Royal Challenge was promoted on the jerseys of RCB players. The rest 3 years saw McDowells No.1 logo on the jerseys of RCB players. Intention was to ascertain the extent of brand recall of McDowells No.1 among the segments of people who are assumed to be target segments of the brand i.e. the people in age group of 18 and above. The research indicates that the following of RCB among the surveyed sample is high at above 70% people among the followers of IPL, and about 68% of people who followed IPL sometimes also were able to recall the brand from its association with IPL. The fact that McDowell has been recognized as the sponsor of RCB by 63.3% is to be highlighted. This could bring us to light that on a comparison with other brands sponsors McDowell has a higher brand recall as it has scored higher Thus, it has been determined to be a profitable investment to promote the United Spirits Ltds brand McDowells No.1 through the IPL platform. We would suggest the company to continue its association with IPL.

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