18-08-2014, 02:11 PM
THE STUDY
THE STUDY.docx (Size: 349.02 KB / Downloads: 54)
1CONCEPT OF BRAND
The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products.
Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.
A brand is a set of images, symbols and expressions about a particular company and its products that present an overall message. Companies try to establish a certain brand image through marketing and delivery of value in their products or services.
Over time, brand identity may invoke a sense of high or low quality, strong or weak benefits, high or low cost, high or low value and trust or distrust among consumers. Consumers are exposed to brand messages externally through marketing and word of mouth from people they have relationships with, but also internally through personal experiences in buying and using the product or service.
Proper branding can result in higher sales of not only one product, but on other products associated with that brand
CONCEPT OF BRAND PERCEPTION
Most imaging and document product segments are extremely competitive, with multiple brands competing for “share of mind” in the battle for overall market share. In many cases the competing products and services have very similar feature sets and price points that are available through comparable channels. Brand can often be the key discriminating factor in a customer’s decision to select one product over another.
Brand is essentially the sum of all experiences related to the product, service, and companies that make and deliver the product. Brand perceptions are shaped by functional experiences (i.e. speed, quality, reliability, ease of use) as well as emotional experiences (i.e. make me feel better, improve my performance, make my life/job more gratifying or easier) the customer associates with the product and company.
BRAND IMAGE AND BRAND EXPERIENCE
Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the companies providing them.
1 INDIAN DAIRY INDUSTRY - A PROFILE
Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India.
India’s dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector.
The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43, 500 corers by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10, 00,000 million. Presently the market is valued at around Rs7, 00,000mn
Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 70,000 village dairy cooperatives across the country. The co-operative societies are federated into 170 district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 72mn dairy farmers.
In terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 1999-00 is estimated at 78mn MT as compared to 74.5mn MT in the previous year. This production is expected to increase to 81mn MT by 2000-01. Of this total produce of 78mn cows' milk constitute 36mn MT while rest is from other cattle.
While world milk production declined by 2 per cent in the last three years, according to FAO estimates, Indian production has increased by 4 per cent. The milk production in India accounts for more than 13% of the total world output and 57% of total Asia's production. The top five milk producing nations in the world are India, USA, Russia, Germany and France. Although milk production has grown at a fast pace during the last three decades (courtesy: Operation Flood), milk yield per animal is very low.
3 CONCLUSION
The survey was conducted in Dindigul surroundings. From this study we find the brand perception towards on KC MILK among customers.
When the drawbacks are resolved, the organization gets good brand image and it will increase the sales. When brand image is favourable, a company’s messages have higher congruence with customer perception, so company’s objectives are easier to accomplish. In contrast, when brand image is unfavourable, a company’s messages differ greatly from consumer perception; consequently, the company’s objectives are more difficult to achieve. Based on this research, the KC MILK has a good brand image among the customers.
From this study the customers are expect to give a more advertisement and also it will boost up the sales. From this study it is clear that the entire respondent had good perceived information about the KC MILK. From the above we conclude that this study shows that KC MILK has a positive attitude towards KC MILK in Dindigul.