BRAND AWARENESS

Summer Internship Project Report

On
“A STUDY OF BRAND AWARENESS AND
PROMOTIONAL STRATEGIES OF DUKES IN DELHI”

Submitted in partial fulfillment of the requirements for the Two-year Full Time “Post
Graduate Diploma in Management”
By: Under the Guidance of
Ashish Agrawal 1. Faculty Mentor’s Name
I.T.S., Mohan Nagar Prof. Surendra Tiwari
PGDM 2018025
2. Industry Mentor’s Name

Mr.Sumit Garg
RSM (DELHI)

Institute of Technology &Science

Session: 2018-20

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CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of my knowledge and
belief, it reproduces no material previously published or written that has been accepted for the award of any other
degree of diploma, except where due acknowledgement has been made in the text.

Ashish Agrawal
PGDM 2018025
Date:

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(On Organization Letterhead)

Date: ………….

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. /Ms…………………….is student of Institute of Technology and Science, PGDM Batch
(2018-20) has successfully completed his/ her summer internship under the guidance of Mr./
Ms.……………………… (Industry Mentor’s Name) for a duration of …………………. weeks,
from…….to…………, 2019.

During his/her tenure with us, we found him/her ……………………….

We wish him/ her all the very best for future endeavors.

Signature
Name
Designation
Organization seal

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CERTIFICATE

This is to certify that Mr. / Ms. ……………………………. PGDM (2018-20 Batch) a student of Institute of
Technology and Science has undertaken the project on “Project Title”. The project has been carried out by the
student in partial fulfillment of the requirements for the award of PGDM, under my guidance and supervision.

I am satisfied with the work of Mr. /Ms. ……………………………….

Date:

Faculty Mentor’s Name:

Prof. Surendra Tiwari

(Signature)

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ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance & encouragement of other people. This
one is certainly no exception”
On the very outset of this report, I would like to extend my sincere & heartfelt obligation towards all the persons
who have helped me in this endeavor. Without their active guidance, help, cooperation & encouragement, I
would not have made headway in the project.
I also acknowledge with a deep sense of reverence, my gratitude towards all the faculty members of ITS
COLLEGE, who always guided me towards enhancing my knowledge.
I also remain indebted to all the retailers and market developers and customers to help in providing the data and
guide me about the market situation; every day was new to work on and to learn.
Finally, yet importantly, gratitude goes to my faculty, friends who directly or indirectly helped me to
complete this project report.
Any omission in this brief acknowledgement does not mean lack of gratitude.

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EXECUTIVE SUMMARY

For 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 overall 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.

I hope that the objectives would be accomplished by the detailed survey taken up in different segments of DELHI
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 800 employees, various C&F agencies with the main Head office is Hyderabad.

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.

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

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LIST OF CONTENT

 EXECUTIVE SUMMARY
 COMPANY PROFILE
 INDUSTRY PROFILE
 ANALYSIS OF COMPANY
 SWOT ANALYSIS
 PRODUCT LINE
 DISTRIBUTION CHANNEL
 COMPETITOR ANALYSIS
 OBJECTIVES
 RESEARCH METHODOLOGY
 LIMITATIONS
 DATA ANALYSIS & INTERPRETATION
 FINDINGS
 SUGGESTIONS
 CONCLUSION
 REFERENCES
 ANNEXURE

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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 tones of biscuits, 900 tones of confectionary, 300 tonnes
of cream filled wafer and tones 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.

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. Furthermore 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
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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 within the reasonable limits of anti pollution norms.

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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 tones of
biscuits per annum. But what makes India a delicious proposition is that, despite these huge
volumes, the per capita 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.
“The organized sector may soon overtake the unorganized sector in volumes”. The recent
studies on biscuit industry tells us the organized sector produces 5 lakh tones per annum, while the
unorganized sector accounts for another 7 lakh tones. 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 from 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.

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FMCG Industry in India

Latest update: March, 2019

Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian economy with Household and
Personal Care accounting for 50 per cent of FMCG sales in India. Growing awareness, easier access and
changing lifestyles have been the key growth drivers for the sector. The urban segment (accounts for a revenue
share of around 55 per cent) is the largest contributor to the overall revenue generated by the FMCG sector in
India However, in the last few years, the FMCG market has grown at a faster pace in rural India compared with
urban India. Semi-urban and rural segments are growing at a rapid pace and FMCG products account for 50 per
cent of total rural spending.
Market Size
The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion in 2017, with
modern trade expected to grow at 20 per cent - 25 per cent per annum, which is likely to boost revenues of
FMCG companies. Revenues of FMCG sector reached Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are
estimated to reach US$ 103.7 billion in 2020. The sector witnessed growth of 16.5 per cent in value terms
between July-September 2018; supported by moderate inflation, increase in private consumption and rural
income.@
Investments/ Developments
The government has allowed 100 per cent Foreign Direct Investment (FDI) in food processing and single-brand
retail and 51 per cent in multi-brand retail. This would bolster employment and supply chains, and also provide
high visibility for FMCG brands in organised retail markets, bolstering consumer spending and encouraging more
product launches. The sector witnessed healthy FDI inflows of US$ 14.67 billion, during April 2000 to March
2019. Some of the recent developments in the FMCG sector are as follows:

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 Patanjali will spend US$743.72 million in various food parks in Maharashtra, Madhya Pradesh, Assam,
Andhra Pradesh and Uttar Pradesh.
 Dabur is planning to invest Rs 250-300 crore (US$ 38.79-46.55 million) in FY19 for capacity expansion
and is also planning to make acquisitions in the domestic market.
 In May 2018, RP-Sanjiv Goenka Group created an Rs 1 billion (US$ 14.92 million) venture capital fund
to invest in FMCG start-ups.
 In August 2018, Fonterra announced a joint venture with Future Consumer Ltd which will produce a
range of consumer and foodservice dairy products.

Government Initiatives
Some of the major initiatives taken by the government to promote the FMCG sector in India are as follows:

 The Government of India has approved 100 per cent Foreign Direct Investment (FDI) in the cash and
carry segment and in single-brand retail along with 51 per cent FDI in multi-brand retail.
 The Government of India has drafted a new Consumer Protection Bill with special emphasis on setting up
an extensive mechanism to ensure simple, speedy, accessible, affordable and timely delivery of justice to
consumers.
 The Goods and Services Tax (GST) is beneficial for the FMCG industry as many of the FMCG products
such as Soap, Toothpaste and Hair oil now come under 18 per cent tax bracket against the previous 23-24
per cent rate. Also rates on food products and hygiene products have been reduced to 0-5 per cent and 12-
18 per cent respectively.
 The GST is expected to transform logistics in the FMCG sector into a modern and efficient model as all
major corporations are remodeling their operations into larger logistics and warehousing.

Achievements
Following are the achievements of the government in the past four years:

 Number of mega food parks ready increased from 2 between 2008-14 to 13 between 2014-18.
 Preservation and processing capacity increased from 308,000 during 2008-14 to 1.41 million during 2014-
18.
 The number of food labs increased from 31 during 2008-14 to 42 during 2014-18.

Road Ahead
Rural consumption has increased, led by a combination of increasing incomes and higher aspiration levels; there
is an increased demand for branded products in rural India. The rural FMCG market in India is expected to grow

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to US$ 220 billion by 2025 from US$ 23.6 billion in FY18. In FY18, FMCG’s rural segment contributed an
estimated 10 per cent of the total income and it is forecasted to contribute 15-16 per cent in FY 19. FMCG sector
is forecasted to grow at 12-13 per cent between April–June 2019.
On the other hand, with the share of unorganised market in the FMCG sector falling, the organised sector growth
is expected to rise with increased level of brand consciousness, also augmented by the growth in modern retail.
Another major factor propelling the demand for food services in India is the growing youth population, primarily
in the country’s urban regions. India has a large base of young consumers who form the majority of the workforce
and, due to time constraints, barely get time for cooking.
Online portals are expected to play a key role for companies trying to enter the hinterlands. The Internet has
contributed in a big way, facilitating a cheaper and more convenient means to increase a company’s reach. It is
estimated that 40 per cent of all FMCG consumption in India will be online by 2020. The online FMCG market is
forecasted to reach US$ 45 billion in 2020 from US$ 20 billion in 2017.
It is estimated that India will gain US$ 15 billion a year by implementing the Goods and Services Tax. GST and
demonetisation are expected to drive demand, both in the rural and urban areas, and economic growth in a
structured manner in the long term and improve performance of companies within the sector.

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ANALYSIS OF COMPANY

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.

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

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
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SWOT Analysis of Dukes

Strengths
1. One of India’s popular manufacturer.
2. High brand recall.
3. Price advantage – products at affordable price
5. Popular subsidiary brands like Merry Milk, Waffy, Salt-Kiss, Cream 4 Fun, Butter kukkies, Truffle, Rolli-
Polli, etc.
6. Diverse product portfolio including biscuits, sweets and snacks
7. Strong presence in rural & Urban markets.
Weakness
1.Similar products produced by many companies like Marie, glucose biscuit, bourbon, sweet and salty crackers,
cream biscuits, etc.
2. Dependence on Cream 4 fun brand for most of its revenue.
3. Weak Supply Chain Management.
Opportunities
1. Innovate by introducing products for health-conscious people
2. Growth of the foods industry in India
3. Aggressive marketing and advertising
4. Rise in purchasing power of consumers
5. Product line extension.
Threats
1. Rise in the cost of raw materials.
2. Competition from other brands.

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Porter’s Five Forces Model

Here is the pictorial presentation of the Porter Five (5) Forces Model:

Dukes Porter Five (5) Forces Analysis

Application of this model can help Dukes to determine the industry attractiveness and understand its
competitive positioning in the market. The analysis can also be used to make some strategically wise decisions
that could improve the performance of Dukes and ensure long-term survival.

Threats of new entrants

 Entry in the industry requires substantial capital and resource investment. This force also loses the
strength if product differentiation is high and customers place high importance to the unique experience.
 Dukes will face the low threat of new entrants if existing regulatory framework imposes certain
challenges to the new firms interested to enter in the market. In this case, new players will be required to
fulfil strict, time consuming regulatory requirements, which may discourage some players from entering
the market.
 The threat will be low if psychological switching cost for consumers is high and existing brands have
established a loyal customer base.
 New entrants will be discouraged if access to the distribution channels is restricted.

Threat of Substitute Products

 A cheaper substitute product/service is available from another industry
 The psychological switching costs of moving from industry to substitute products are low.
 Substitute product offers the same or even superior quality and performance as offered by Dukes’ product.

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Rivalry among existing firms

 There are only a limited number of players in the market

 The industry is growing at a fast rate
 There is a clear market leader
 The products are highly differentiated, and each market player targets different sub-segments
 The economic/psychological switching costs for consumers are high.
 The exit barriers are low, which means firms can easily leave the industry without incurring huge losses.

Bargaining Power of Suppliers

 Suppliers have concentrated into a specific region, and their concentration is higher than their buyers.
 This force is particularly strong when the cost to switch from one supplier to other is high for buyers.
 When suppliers are few and demand for their offered product is high, it strengthens the suppliers’ position
against Dukes.
 Suppliers’ forward integration weakens the Dukes’ position as they also become the competitors in that
area.
 If Dukes is not well educated, does not have adequate market knowledge and lacks the price sensitivity, it
automatically strengthens the suppliers' position against the organisation.
 Other factors that increase the suppliers’ bargaining power include-high product differentiation offered by
suppliers, Dukes making only a small proportion of suppliers’ overall sales and unavailability of the
substitute products.

Bargaining Power of Buyers

 A more concentrated customer base increases their bargaining power against Dukes
 Buyer power will also be high if there are few in number whereas a number of sellers are too many.
 Low switching costs (economic and psychological) also increase the buyers’ bargaining power.
 In case of corporate customers, their ability to do backward integration strengthen their position in the
market. Backward integration shows the buyers' ability to produce the products themselves instead of
purchasing them from Dukes
 Consumers’ price sensitivity, high market knowledge and purchasing standardised products in large
volumes also increase the buyers' bargaining power

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Product Line of Dukes

Dukes has a long product line including Biscuits, Confectionary, Wafers, Chocolates, Snacks and Gift packs.
Here are the products of Dukes.
Biscuits
Cookies

Cream Biscuits

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Anytime

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Wafers

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Waffy Rolls

Chocolates

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Confectionary

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Snacks

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Gift Packs

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Distribution Channel of Dukes

Manufacturing
Plant

Sales Depot

Super
Distributor

Distributor

Retailer

customer

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

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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.

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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.

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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 Evaluation
Marketing Need
Efforts Recognition Intention
nnnn
Post-
Evaluation Purchase
Product
Motivation

Awareness behavior
Social Interest
Environment
Interest
Breakdown
Attitudes Repeat Discount

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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
Why does the market buy
participating in the buying
How does the market buy
When does the market buy
Where does the market buy
- Objects
- Objectives? Who
- Organizations
- Operations?
- Occasions
- Outlets?

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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.

Marketing Other Buyer’s Buyer’s Buyer’s

Stimuli Stimuli Characteristics Decision Process Decision

Product Economical
Purchase Choice
Price Technologic 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.

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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.

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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

Slow
HIGH
Rapid Skimming

Skimming Strategy

Strategy

LOW
Rapid Slow
Low
Penetration
Pricing
Strategy
Strategy

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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.
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Competitors Analysis of Dukes

Here are the list of the competitors of Dukes:-
1. Parle

The name Parle is synonymous with the most popular biscuit in India – Parle –G. Founded in 1929, Parle is a
leading manufacturer of biscuits and confectionery.
In fact, Parle G is the world’s largest selling biscuit. Parle has many bestselling biscuits including Cheese lings,
Monaco, Krackjack, hide n Seek, Milano, etc., that come in different flavours and forms appealing to the tastes of
everyone.

2. Britannia

Britannia Industries has its headquarters in Bengaluru. The main products of this brand include bakery
products like biscuits, cakes, and bread, and dairy products including curd, cheese, milk, flavoured milk, etc.
Established in 1892 in Kolkata, today Britannia is a household name and is one of the largest biscuit
manufacturers in the country.
It has a wide range of biscuits and cookies that are available in every supermarket and grocery shop in the
country.
Among the most popular Britannia biscuits are Good Day, Marie, Little Hearts, Jim Jam, Pure Magic, and
Tiger.
3.Sunfeast

ITC is a Kolkata based Indian company with interests in FMCG, hospitality, paper and packaging, agri-business,
and IT.
One of its biggest FMCG brands is Sunfeast, a current market leader in the biscuit sector.
 BRAND AWARENESS

ITC launched the Sunfeast brand of biscuits in 2003 when they expanded their line of food products to include
biscuits.
From premium biscuits to everyday biscuits the Sunfeast brand covers many products – digestive biscuits, cream
biscuits, cookies with nuts and dry fruits, oat biscuits, etc. Health conscious people looking for.
4.Priya gold

Surya Food &Agro Ltd was established in 1994 by Mr B P Agarwal and his sons. Priyagold is the umbrella brand
of this company under which they sell a variety of biscuits and other food products.
Today the company has factories in Greater NOIDA, Surat, Gwalior and Haridwar and their biscuits and other
products are available country-wide.
5.Anmol

Anmol Biscuits started from a small unit in Kolkata in 1994. Today the company has 61 variants in cookies and
biscuits and 26 different kinds of cakes on their product list.
With six manufacturing units spread over West Bengal, UP, Bihar, and Odisha, Anmol Biscuits is growing fast
with the aim of achieving a strong national presence soon.
Crackers, sweet biscuits, cream biscuits, health biscuits, and cookies are the main categories of biscuits.
6.Bisk Farm

Bisk Farm, the popular biscuit brand, is owned and marketed by SAJ Food Products Ltd, which is a part of the
Aparna Group of Companies.
It was founded in the year 2000 and is one of the bestselling biscuit brands in many parts of India.
Today Bisk Farm has state of the art manufactories in South and East India where they manufacture cakes,
cookies, pastries, breads and other confectionaries.
7.Unibic
 BRAND AWARENESS

Unibic India is a subsidiary of Unibic Australia which set up its manufacturing unit in India located in Bengaluru.
The company originally used to import its cookies from Australia though now they manufacture them in India.
The range includes cookies flavoured with chocolates, dry fruits, sugar free biscuits, etc. Unibic concentrates
largely on the healthy biscuits sector of the biscuit market in India using ingredients like chyawanprash.
8.Mc Vitie’s

British biscuit maker McVitie’s entered the Indian market in 2010 with their bestselling product, McVitie’s
Digestive that was launched in six metro cities across the country.
Their advertising campaigns have featured celebrities like Bipasha Basu and Kajol endorsing the health benefits
of the McVitie’s Digestive biscuits.
9.Cadbury

Cadbury is the maker of the hugely popular Oreo biscuit that is available in a variety of flavours in India.
Cadbury India has been Mondelez India Foods Limited since 2014 and this change of name was part of the
company’s changeover at the global level.
The brand name Cadbury has, however, been retained on all its products.
The Oreo biscuit with its sweet cream filing was first introduced way back in 1912 and is now available in more
than 100 countries in the world including India.
 BRAND AWARENESS

OBJECTIVES OF STUDY:

 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
 BRAND AWARENESS

RESEARCH METHODOLOGY
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:
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
somewhere.
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:
For selecting the defined size of sample from the target population convenience, a non
probability sampling technique is adopted.
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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.

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
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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.

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 respectivel y.
 Primary data was collected by Questionnaire method.

 Secondary data was collected from the Manuals, Brochures and website of the
company.
 BRAND AWARENESS

LIMITATIONS:

2. This study was based on DELHI regions only.

3. Some of respondents did not completely answered to the
questions as they were busy with their work.
4. The Respondents are selected on simple random sampling
method.
5. Time is also one of the constraints.
BRAND AWARENESS

 DATA ANALYSIS AND INTERPRETATION

 1: Are you aware of brand “DUKES”.


S.NO. PERTICULARS NO.RESPONDENTS PERCENTAGE

1 YES 229 92%

2 NO 21 8%
3 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.


NO.OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS
1
BISCUITS 109 48%

2
CHOCOLETS 40 17%

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3
WAFERS 47 21%

4
CONFECTIONARY 8 3%

5
BISC&CHOCKLAT 25 11%

TOTAL
229 100.00

VARIOUS PRODUCTS&
PRODUCT LINE THEIR
CONSUMPTION

11%
11%
3%
BISCUITS
BIGBITE
29%
9% CHOCOLETS
MUNCH WAFFY
21% 48%
3% WAFERS
MARIE BREAK
CONFECTIONARY
CREAM MAGIC
8%
BISC&CHOCKLAT
SALTKISS
17%
40%

 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.


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
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6 SALTKISS 26 11
7 TOTAL 229 100

 INTERPRETATION: From the above table 29% of students are Consuming 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 are the other product of “DUKES” you are aware of?

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%

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 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”


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.

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 6: How do you rate “DUKES” in comparison to other brands


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”


S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE

1 YES 154 67

2 NO 27 12

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3 NONE OF THESE 48 21

4 TOTAL 229 100


 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.

BRAND PREFERENCE

21

YES
12 NO
NONE OF
67


 8: Please rank the brands in terms of your choice.
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

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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 buy confectionary.
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

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BRAND AWARENESS

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”.

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


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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”.


S. No PERTICULERS NO.OF PERCENTAGE
RESPONDENTS
1 GOOD 152 66

2 AVERAGE 51 22

3 BAD 11 5

4 NOTHING 15 7

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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.


S.no. PARTICULARS NO.RESPONDENCE PERCENTAGE

T.V 200 88
1
2 BROCHERS 8 4

3 RADIO 14 7

4 TOTAL 229 100

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 BRAND AWARENESS

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 has more impact in promotional communication.


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

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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 promotional scheme would you like to have


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

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BRAND AWARENESS




0% 26%
15%

0%
0%
11%
0%
38%

INTERPRETATION: From the above table, program tools the price off, displays,
sample, contest, and coupons, ranks first, second, third, fourth and fifth respectively.

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 BRAND AWARENESS

FINDINGS

 Most of the respondents (92%) are aware of the brand “DUKES”.

 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.

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 BRAND AWARENESS

SUGGESTIONS
 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.

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CONCLUSION

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.

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 BRAND AWARENESS

REFERENCES
1. PHILIP KOTLER MARKETING RESEARCH
Millennium Edition
Prentice-hall of India Pvt. Ltd, New Delhi.

MARKETING RESEARCH-VIII Edition

2. G.C.BERI
Tata Mc Graw Hill publishing company Ltd, New Delhi.

RESEARCH METHODOLOGY
3. C.R.KOTHARI
II Edition

Wishwa prakasham publishers.

CONSUMER BEHAVIOR LESLIE LAZAR KANUK

4. LEON G.SCHIFFMAN
VI Edition Prentice
Hall of India Pvt.Ltd,
New Delhi.

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Web sites:

www.google.com
www.dukesindia.com

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ANNEXURE
QUESTIONNAIRE
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?

High Price ---------------------------- Low Price

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 BRAND AWARENESS

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 [ ]

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 [ ]
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14) Which promotional tool will be the best?

Price offer [ ] Displays [ ]

Sample [ ] Contests [ ]

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