”A Study on Brand Awareness among Youths in Education Institutions with respect to Gone Mad Products” Project submitted in partial fulfilment of the requirements for the Award of the Degree of MASTER OF BUSINESS ADMINISTRATION OFBANGALORE UNIVERSITY BySREERAG. M16WJCMD042Under the guidance of Mr. SHASHI KUMAR C R(Assistant Professor)DON BOSCO INSTITUTE OF MANAGEMENT STUDIES & COMPUTER APPLICATIONSBangalore University2016-2018INTRODUCTION Brand awareness is a basic part for the achievement of organizations pitching their items or administrations to consumers. Other imperative advantages of building brand notoriety are that it decreases business hazard, protects the organization in an emergency, and gives the normal reason that can bond all the organization’s clients and workers. Despite whether your business is little or vast, a tremendous advantage is to be had for those putting resources into mark picture. Brand awareness is a key pointer of a brand’s aggressive market execution.
Given the significance of brand awareness in customer obtaining choices, advertisers have built up various measurements intended to quantify mark mindfulness and different measures of brand wellbeing. Brand awareness is a key marker of a brand’s engaged market execution. Given the centrality of brand awareness in purchaser acquiring decisions, sponsors have developed different estimations expected to check brand awareness and distinctive measures of brand prosperity. These estimations are aggregate known as Awareness, Attitudes and Usage estimations.
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To ensure a thing or brand’s market accomplishment, awareness levels must be managed over the entire thing life-cycle – from thing dispatch through to publicize diminishes. Various promoters reliably screen brand awareness levels, and if they fall underneath a destined cut-off, the publicizing and uncommon effort is expanded until the point when the moment that awareness returns to the pined for level. Garuda Polyflex Foods Pvt. Ltd is a joint wander built up in the year 2011 between Garuda Food of Indonesia and the Polyflex Group of India. Garuda Food has a solid portfolio in sustenance and refreshment, offering a broad and creative scope of tidbits, sweet shops, rolls, fluid drain drinks, organic product seasoned beverages and juices that are generally disseminated crosswise over numerous nations in Asia, Europe, Middle East, Africa, North America, Australia and Pacific Ocean countries.
Gone Mad is the charming articulation of the characteristic need within each one of us to be free. The theory that makes the brand Gone Mad – causes it deny request and routine and ‘break the ordinary’ in a fun yet adorable way.INDUSTRY PROFILEChocolate is the most well-known sweet treat on the planet. Individuals around the globe (however for the most part in Europe and the United States) expend in excess of 3 million tons of cocoa beans a year, as per the World Cocoa Foundation. What’s more, not exclusively does eating chocolate influence you to rest easy; it might likewise be useful for your heart and your cerebrum. Chocolate is set up from the product of the Theobroma cacao, a tropical tree whose name signifies “nourishment of the divine beings” in Greek, as per “Chocolate: Food of the Gods,” an online show by the Cornell University Library. Chocolate has turned out to be a standout amongst the most mainstream sustenance composes and enhances on the planet, and countless including chocolate have been made, especially sweets including cakes, pudding, mousse, chocolate brownies, and chocolate chip treats.
Numerous confections are loaded with or covered with sweetened chocolate, and bars of strong chocolate and pieces of candy covered in chocolate are eaten as bites.RAW INGREDIENTSMakers of chocolate require various items to create it, including 3 billion pounds of sugar, adding up to $800 million yearly; 653 million pounds of dairy items; 1.7 billion pounds of corn sweeteners; and 360 million pounds of peanuts every year. Cocoa, the fundamental fixing, must be transported in on the grounds that it can’t be developed in the U.S. Half of the U.S.
chocolate industry’s cocoa supply originates from the Ivory Coast, with costs showing incredible inconstancy because of political flimsiness in that district.EVOLUTION OF CHOCOLATESThe history of chocolate starts in Mesoamerica. Aged drinks produced using chocolate go back to 350 BC. The Aztecs trusted that cacao seeds were the endowment of Quetzalcoatl, the divine force of insight, and the seeds once had so much esteem that they were utilized as a type of money. Initially arranged just as a drink, chocolate was filled in as a severe, from a fluid, blended with flavours or corn puree.
It was accepted to have sexual enhancer controls and to give the consumer quality. Today, such beverages are otherwise called “Chilate” and are made by local people in the South of Mexico. After its entry to Europe in the sixteenth century, sugar was added to it, rendering it a Spanish fly, and it wound up prominent all through society, first among the decision classes and afterward among the ordinary citizens. In the twentieth century, chocolate was viewed as fundamental in the proportions of United States officers at war.
Development, utilization, and social utilization of cacao were broad in Mesoamerica where the cacao tree is local. Whenever pollinated, the seed of the cacao tree in the end frames a sort of sheath, or ear, 20″ long, dangling from the tree trunk itself. Inside the sheath are 30 to 40 tanish red almond-moulded beans inserted in a sweet gooey mash.
While the beans themselves are intense because of the alkaloids inside them, the sweet mash may have been the principal component devoured by people. Proof recommends that it might have been aged and filled in as a mixed refreshment as ahead of schedule as 1400 BC. Development of the Cacao was not a simple procedure. Some portion of the reason was that was because of the way that, Cacao trees in their common habitat grew up to at least 60 feet tall. At the point when the trees were developed in a manor anyway, they developed around 20 feet tall. The chocolate business offers a wide assortment of chances for the entrepreneur climates monetary subsidence well and is developing regardless of expanded wellbeing awareness and calorie tallying.
One of the essential request drivers for chocolate and different desserts is buyer taste, and customers keep on loving chocolate. Long a darling treat in the western world, a current report in Great Britain demonstrated that 91% of females and 87% of guys expend chocolate items. In any case, the desire for chocolate is presently venturing into exceptionally populated countries with a developing white collar class, for example, China and India. Rising dispensable earnings and changing tastes will keep on driving development in the business abroad, similarly as enhancing household monetary conditions increment deals at home.TYPES OF CHOCOLATES1. Unsweetened chocolate Unsweetened chocolate produced using 100% cocoa liquor and severe unless blended with different fixings. (I took in this when I took a chomp of my mother’s unsweetened heating chocolate at 7 years old.) 2.
Bittersweet, semisweet, or dark chocolate Dark chocolate can contain no milk powder and should have at least 35% cocoa solids. Bittersweet and semisweet are comparative and vary in light of the level of sugar. 3.
Milk chocolate Milk chocolates have less than 10% chocolate liquor and 12% milk solids. Additionally has more sugar than dark or semisweet. 4.
White chocolate All things considered, it’s not by any means chocolate, as it’s produced using cocoa spread, sugar, and flavourings. 5. Cocoa powder A pulverized and ground strong left after cocoa spread is expelled from chocolate liquor.
Cocoa powder is regularly unsweetened. There are two fundamental assortments, normal and Dutch process. Dutch is alkalized to kill the corrosive. In the event that you cook with preparing powder, utilize Dutch.Organic cocoa and chocolateThe organic cocoa showcase speaks to a little offer of the aggregate cocoa advertise, evaluated at under 0.5% of aggregate creation.
ICCO gauges creation of affirmed organic cocoa at 15,500 tons, sourced from the accompanying nations: Madagascar, Tanzania, Uganda, Belize, Bolivia, Brazil, Costa Rica, Dominican Republic, El Salvador, Mexico, Nicaragua, Panama, Peru, Venezuela, Fiji, India, Sri Lanka and Vanuatu. Be that as it may, the interest for organic cocoa items is developing at an extremely solid pace, as shoppers are progressively worried about the security of their sustenance supply alongside other ecological issues. Concurring to Euro monitor International, worldwide organic chocolate deals were assessed to have expanded from an estimation of US$ 171 million of every 2002 to US$ 304 million out of 2005. Ensured organic cocoa makers must conform to all prerequisites related with the enactment of bringing in nations on creation of organic items. The advantage for cocoa ranchers is that organic cocoa summons a higher cost than ordinary cocoa, generally extending from US$ 100 to US$ 300 for every ton. Be that as it may, beginning nations with littler volumes can get significantly higher premiums. This premium should take care of both the expense of satisfying organic cocoa creation necessities and accreditation charges paid to confirmation bodies.
ORGANIZATION INVOLVED IN FAIR TRADE OF CHOCOLATES? The Fair-trade Labelling Organization (FLO) FLO, built up in 1997, is the overall Fair Trade standard-setting and confirmation organization. Since 2004, it has been made out of two autonomous bodies, FLO-I for standard-setting and FLO-Cert Ltd. for Fair Trade confirmation and inspecting exercises. The FLO participation comprises of national Initiatives situated crosswise over Europe, North America, Mexico and Australia/New Zealand. FLO-guaranteed cocoa maker affiliations are situated in Belize, Bolivia, Costa Rica, Dominican Republic, Ecuador, Haiti, Nicaragua, Panama, Peru, Cameroon, Ghana and Côte d’Ivoire. ? The Max Havelaar Foundation The Max Havelaar Foundation ensures little agriculturists in creating nations a reasonable cost for their deliver and intermediates in showcasing items, which then bear the Max Havelaar trademark.
Max Havelaar cocoa was propelled in October 1993. ? The International Federation of Organic Agriculture Movements IFOAM, an umbrella organization for the members in the organic market, characterized and embraced in 2005 changed standards of organic agriculture and is presently during the time spent building up a meaning of organic agriculture, which is relied upon to be received in 2008. A portion of the producers of organic chocolate are: Green and Black’s, a UK organization, which utilizes organic cocoa from a town in Belize to make its chocolate bars and Rapunzel chocolate, made in the USA and utilizing organic cocoa from the El Ceibo helpful in Bolivia.THEORETICAL BACKGROUNDBRANDA brand is a name, term, outline, image, or other element that recognizes an association or item from its adversaries according to the customer.
Brands are utilized as a part of business, promoting, and publicizing.Role of brandsThe first point of branding was to improve the way toward distinguishing and separating items. After some time, makers started to utilize branded messages to give the brand an exceptional identity. Brands came to grasp an execution or advantage guarantee, for the item, unquestionably, however in the long run likewise for the organization behind the brand. Today, brands assume a substantially greater part. Brands have been co-opted as intense images in bigger open deliberations about financial aspects, social issues, and governmental issues.
The energy of brands to impart a mind boggling message rapidly, with enthusiastic effect and with the capacity of brands to draw in media consideration, makes them perfect instruments in the hands of activists. Cultural clash over a brand’s significance has additionally been shown to impact the dispersion of advancement.Importance of brands• Creates consumer preference for the product/service behind the brand: The large number of decisions in each classification prompts disarray and vulnerability. One way buyers manage these issues is by floating towards brands they know and trust. Surely understood brands are viewed as less unsafe buys and give the bit of mind that the item will execute of course. • Generates increased revenues and market share: An organization can use the energy of their brand from various perspectives, for example, entering new fragments and geological markets, co-branding, increasing new dissemination or brand permitting.
• Expands the organization’s fairly estimated worth: An organization’s physical resources and number of workers assume a constrained part in its valuation. What truly matters is brand value. John Stewart, the previous CEO of Quaker once said that “If this business were part up, I would give you the land • Enables the organization to survive impermanent emergencies: Toyota, a brand situated on prevalent quality, has had some genuine item quality issues in 2009, which created a PR bad dream. However because of the numerous times of conveying on its “quality” brand guarantee the organization oversaw climate the tempest and re-establish trust in their item. • Prevents new competitors from entering the market: A market fragment commanded by surely understood brands is a genuine hindrance to passage for most new contenders. Being the first to make the section helps immensely.
• Expands benefit by charging a higher cost: This is one of the most grounded contentions for the significance of branding. Clients are as a rule willing to pay a premium for a set up brand versus a no-name item. • Helps create a unique and differentiated company image: A brand goes well past the unmistakable item or administration being advertised. Enthusiastic qualities could be the ideal establishment of a solid separation procedure. • Offers the company more negotiation power with its suppliers: Sellers need to be engaged with ventures for an outstanding brand, as their portfolio will be extraordinarily upgraded. Keeping in mind the end goal to get the business providers are typically ready to make profound concessions, which converts into cost funds for the organization.
BRAND AWARENESSBrand awareness alludes to the degree to which clients can review or perceive a brand. Brand awareness is a key thought in purchaser conduct, promoting administration, brand administration and technique advancement. The shopper’s capacity to perceive or review a brand is vital to buying basic leadership. Acquiring can’t continue unless a shopper is first mindful of an item class and a brand inside that classification.
Awareness does not really imply that the customer must have the capacity to review a particular brand name; however he or she should have the capacity to review adequate recognizing highlights for buying to continue. For example, if a shopper requests that her companion get her some gum in a “blue pack”, the companion would be relied upon to know which gum to purchase, despite the fact that neither one of the friends can review the exact brand name at the time. Diverse kinds of brand awareness have been distinguished, to be specific brand review and brand acknowledgment. Key analysts contend that these diverse sorts of awareness work in essentially unique ways and this has vital ramifications for the buy choice process and for advertising correspondences.
Brand awareness is firmly identified with ideas, for example, the evoked set and thought set which portray particular parts of the customer’s buy choice. Customers are accepted to hold in the vicinity of three and seven brands in their thought set over a wide scope of item classifications. Consumers will regularly buy one of the main three brands in their thought set. Brand awareness is a key marker of a brand’s focused market execution.
Given the significance of brand awareness in buyer obtaining choices, advertisers have built up various measurements intended to gauge brand awareness and different measures of brand wellbeing. These measurements are aggregately known as Awareness, Attitudes and Usage (AAU) measurements. To guarantee an item or brand’s market achievement, awareness levels must be overseen over the whole item life-cycle – from item dispatch through to advertise decrease. Numerous advertisers consistently screen brand awareness levels, and in the event that they fall beneath a foreordained limit, the publicizing and special exertion is increased until the point when awareness comes back to the coveted level.Types of brand awareness Advertisers regularly distinguish two particular types of brand awareness; namely brand recall (otherwise called unaided recall or incidentally unconstrained recall) and brand recognition (otherwise called helped brand recall). These types of awareness work in completely unique courses with imperative ramifications for showcasing system and publicizing.
Brand recall Brand recall is otherwise called unaided recall or unconstrained recall and alludes to the capacity of the customers to accurately inspire a brand name from memory when provoked by an item category. Brand recall demonstrates a moderately solid connection between a class and a brand while brand recognition shows a weaker connection. At the point when incited by an item classification, most buyers can just recall a generally little arrangement of brands, commonly around 3-5 brand names. In customer tests, couple of buyers can recall in excess of seven brand names inside a given classification and for low-intrigue item classifications; most purchasers can just recall maybe a couple brand names. Research recommends that the quantity of brands that purchasers can recall is influenced by both individual and item factors including; brand reliability, awareness set size, situational, utilization variables and training level. For example, buyers who are included with a class, for example, overwhelming clients or item aficionados, might have the capacity to recall a marginally bigger arrangement of brand names than the individuals who are less included.
Brand recognition Brand recognition is otherwise called supported recall and alludes to the capacity of the purchasers to accurately separate the brand when they come into contact with it. This does not really require that the purchasers distinguish the brand name. Rather, it implies that buyers can perceive the brand when given it at the purpose of-offer or subsequent to survey its visual packaging. As opposed to brand recall, where couple of purchasers can precipitously recall brand names inside a given class, when provoked with a brand name, a bigger number of buyers are normally ready to remember it.Factors Affecting Brand AwarenessBrand Awareness alludes to the quality of a brand’s essence in the customer’s mind.
A portion of the main considerations influencing brand awareness are:- BRAND NAME: – One of the most vital factors influencing brand awareness is the brand name. Brand name has an essential influence in making awareness for a brand. Additionally whether the name is extremely exceptionally significant or totally ridiculous they both influence brand awareness.ADVERTISING: – Advertising additionally makes Brand awareness bigly. Take any brand name Fevicol, Vicks, Pepsi all have utilized promotions for making awareness among their buyers.
CELEBRITY: – Another critical factor influencing Brand awareness is the famous people supporting the Brand. At whatever point you see a celebrity you adore embracing a brand you have a tendency to spread the Brand.SALES PROMOTIONS AND OFFERS: – It likewise helps in making the buyers mindful of the brand. A portion of the sales advancement exercises that organizations do help them bigly to make their objective mindful of the brand.PUBLIC RELATIONS: – The scope that the fourth home and magazines give a brand likewise helps in building awareness about a brand.PEER GROUP OPINION: – Peer group opinion likewise has an essential impact in the entire brand awareness work out.
Normally individuals have a tendency to talk about a great deal about the brand and tend to share their encounters or some current promotion’s they have seen which thusly builds brand awareness of their peers.NEED FOR THE STUDYToday customers are confronting a developing scope of decision in various brands of items and administrations. They are settling on their decision based on their view of brand, quality administration and esteem. The purchasing choice from the customer’s side depends on a few variables and those elements can impact them.
. So this study is needed to know the awareness level and also the perceptions and expectations of customers towards gone mad products and suggest suitable measures for overcoming the limiting factors.STATEMENT OF THE PROBLEMIn the developing information based economy it has turned out to be important to know how much market control lies with the brand name.
The investigation of brand mindfulness is basic in showcase arranging. Customers’ needs and wants continue changing where marks at last charge customer unwariness. The reasonable side of the issue is to know the acknowledgment level of the brand mindfulness towards the item. This project shall be a comprehensive study on brand awareness towards the company and to suggest and recommend suitable measures to increase the awareness level for the success of the company.SCOPE OF THE STUDYThis study is conducted to find the brand awareness among youths towards Gone Mad products.
The study will help the company in taking decisions regarding the promotional campaigns, advertisement, and positioning strategies to build more brand awareness among the youths and also among the consumers to compete with already established giant companies.OBJECTIVES OF THE STUDY• To know the awareness level among youths in educational institutions towards Gone Mad products.• To know the youths opinion towards Gone Mad products.• To identify the expectation and perception of youths towards Gone Mad products.• To suggest various measures to overcome the limiting factors.LIMITATIONS OF THE STUDY? Time period for the investigation is short.
? The answers were reliant on the demeanour, assessment and sharing mind-set of the respondents.? This examine is limited to few selected colleges in Bangalore.? The information which is gathered from the respondents might be one-sided.METHODOLOGYRESEARCH DESIGNDescriptive type of research is used for the collection and analysis of data about the awareness among the youths towards Gone Mad products.
SAMPLINGSample unit: Youths/ students of selected educational institutions.Sample size: Sample size is 300.Sampling method: Convenience sampling and Simple random sampling.SOURCES OF DATA COLLECTIONThe following methods are used to collect the data.
1. Structured Questionnaire2. Informal interviewTOOLS FOR DATA COLLECTIONFollowing are the tools used for the data collection.• Questionnaire• Informal interviewTOOLS FOR DATA ANALYSISCollected data will be analyzed with the help of-• Tables• Charts• Percentage analysisCOMPANY PROFILE Garuda Polyflex Foods Pvt. Ltd is a joint wander set up in the year 2011 between Garuda Food of Indonesia and the Polyflex Group of India.
Garuda Food is a $500 Million, 25 year old nourishment and drink organization. It is a piece of the Tudung Group which bargains in Agribusiness, Food and refreshment assembling and appropriation. It has 11 creation plants, 18 refreshment contract makers, 6 nourishment contract producers in Indonesia and more than 20,000 workers. Garuda Food has a solid portfolio in nourishment and refreshment, offering a broad and inventive scope of bites, candy stores, bread rolls, fluid drain drinks, natural product enhanced beverages and juices that are generally disseminated crosswise over numerous nations in Asia, Europe, Middle East, Africa, North America, Australia and Pacific Ocean countries. Garuda Food has gotten numerous honors and honors like Indonesia Customer Service Award (ICSA), Indonesia Best Brand Award (IBBA), Top Brand Award, and Top Brands for Kids Awards, Original Indonesia Brand Award and some more.
As per Euro Monitor, the Garuda Food Group kept up the main position in sweet and appetizing snacks with 26% (2009) and 22% (2010) offers of retail deals esteem. The Group overwhelmed the nuts Market with a 52% retail esteem share and was a solid pioneer in the sweet and exquisite tidbit portion. Polyflex is a 40 year old Bangalore Based $50 Million Company which bargains in the Luxury and Comfort Business. Garuda Polyflex Food’s undertaking is to give best in class and inventive offering in sustenance and drink fragment, which will give purchasers more delightful encounters. In this interest the joint wander has propelled Gone Mad Chocosticks in the chocolate Segment, Gone Mad Jelly Drink and Gone Mad Chocolate Drink in the refreshment portion and Gone Mad Sugar Cheese Cracker in the bread fragment. Gone Mad is the charming articulation of the natural need within each one of us to be free. The theory that makes the brand Gone Mad – causes it deny request and routine and ‘break the ordinary’ in a fun yet adorable way. Gone Mad interests to the lighter side of everybody, and permits everybody to express their inward follies.
The “Gone Mad” word is lively, unconstrained, engaging, connecting with and young world where you can let free your brazen love for sustenance. Outfitted with its imaginative item, “Gone Mad” guarantees to murder dreariness and offer separated pleasure. “Gone Mad” gives you the permit to escape into an unconstrained world and leave your exhausting, straight-jacketed life behind.VISIONAssemble a reasonable FMCG business in India with brands that make new market; constantly introducing new utilization experience and utilizing our Global Portfolio.MISSIONWe are a change making organization making an incentive to society by benefits of minding, cooperation, ceaseless change and high level of client enchant.Brand of Garuda Polyflex Foods Gone Mad is the charming articulation of the characteristic need within each one of us to be free. The theory that makes the brand Gone Mad – causes it deny request and routine and ‘break the ordinary’ in a fun yet adorable way.
Gone Mad interests to the lighter side of everybody, and permits everybody to express their internal follies. The “Gone Mad” word is energetic, unconstrained, engaging, connecting with and young world where you can let free your shameless love for nourishment. Furnished with its inventive item, “Gone Mad” guarantees to execute tedium and offer separated enjoyment. “Gone Mad” gives you the permit to escape into an unconstrained world and leave your exhausting, straight-jacketed life behind.PRODUCTS OF GP FOODS1. CHOCO STICK The ruler of our stable, the Choco Stick, controls the perch among adolescents, kids, youthful grown-ups, mothers and practically every other person! With a smooth chocolate filling cased in a crunchy wafer, this item has been enchanting taste buds since it was propelled. 2. CHOCO STRAWBERRY STICKWe can’t generally turn out badly with chocolate and strawberry.
Be that as it may, they think they’ve culminated the combo! Their Choco strawberry Stick is the thing that happens when the yummiest chocolate meets the best strawberry enhance. This wrapped in our mark Gone Mad crunchy wafer. 3. CHOCO ORANGE STICKBroadening their scope of natural product seasoned Chocosticks; they present the Gone Mad Choco Orange stick! Tart, delightful orange seasoned chocolate wrapped in our crunchy wafer. This is the ideal whenever treat – it’s Mad how awesome it tastes! 4. BADAM STICKThey went above and beyond, and rethought the Indian top choice, Badam as a cutting edge Chocosticks. The outcome is sheer Gone Madness.
Taste a very long time of average Hindustani flavor – Badam, wrapped in our crunchy wafer stick. They challenge you to stop at eating only one. 5. CASHEW MITHAI STICKThey went above and beyond, and rethought the Indian top pick, Kaju Mithai as an advanced Chocosticks. The outcome is sheer Gone Madness.
Taste a long time of common Hindustani flavor – powerful kaju Mithai, wrapped in their crunchy wafer stick. They challenge you to stop at eating only one. 6. SUGAR CHEESE CRACKER Sugar, Cheese and Everything NICE!! Meet the most recent expansion in the Gone Mad item steady.
In the wake of overcoming taste buds over the world, the Sugar Cheese saltine has at last achieved the Indian shores. The two sided wafer has Sugar on one side, French cheddar on the other and firm saltine in the center. Nibble into this crunchy and delightful Sugar Cheese Cracker and let the yummy French cheddar transport you to the by paths of Paris. 7. CHOCOLATE DRINK An ideal buddy to beat your day by day blues.
This delectable premium Ghana dull chocolaty mix not just packs the well done, it has some really astounding advantages also. The Gone Mad Chocolate Drink contains a lot of common cancer prevention agents which helps your inclination, fortifies the psyche, battles pressure and influences you to feel more joyful in a jiff. 8. JELLY DRINK Somebody once stated, in a universe of faculties, taste is the ruler. Celebrating staggering taste, Gone Mad offers you a fun and particular taste of jelly, which you can “Eat and Sip” in the meantime. Slurping the succulent jelly out of the glass with the straw is the best time, helpful and flavorful method for getting a charge out of this much adored treat. This delightfully enhanced jelly drink abandons you longing for additional.
9. GANG OF 5Gang of 5 is a new chocolate product from gone mad. It can attract youths or chocolate lovers for enjoying little moment with their gang. It will provide maximum happiness to the customers. CSR Activities of GP Foods GP Foods put stock in helping our nearby groups with an accentuation on representative willful administrations. GP Foods has been effectively engaged with different corporate social responsibility exercises.
We stay focused on having a constructive outcome on our reality by putting monetary and human capital in the issues that issue to society. It is forever our responsibility to apply our aggregate learning, ability and energies to the difficulties we as a whole face in our working environment, our groups and our condition. They are as of now supporting the Government Primary school situated at Wabasandra by supporting a PC, building toilets for the understudies, circulating chocolates for understudies amid national celebrations and helping the school by giving material frequently. They have likewise directed deliberate blood gift camps with the assistance of Lions Blood Bank.SWOT ANALYSIS OF GONE MAD The brand Gone Mad is accessible in numerous prominent variations like Choco stick, jelly drink, sugar cheese cracker, and so forth.
The brand has been well known and focused towards kids between the age gathering of 10 to 14 and furthermore adolescents with its rich taste and surface and nearness of Choco in it. Gone Mad have solid ad to give firm rivalry to its closest adversary Nestle Munch and Kit Kat. Here is the SWOT analysis of Gone Mad Chocolates. STRENGTHS? Gone mad have a Strong brand support.? Gone Mad have Rich product mix.? They are following Aggressive marketing.
? Gone Mad products are rich in Nutrients.? Well organized and strong distribution network across India.WEAKNESS? Lack of advertisment to attract customers.? New brand to the indian market.? Their focus is only on Youths.
OPPORTUNITIES? They have the Opportunity of global expansion.? Innovative products can capture a huge market.? Opportunity for increasing market share.
THREATS? Cut throat competition in the market? Obsessions with calories.? Entry of many international brands.? Ever increasing labour and material cost.
Competitors of Gone Mad ChocolatesDiary Milk Dairy Milk is a brand of milk chocolate made by Cadbury. It was presented in the United Kingdom in 1905 and now comprises of various items. Each item in the Dairy Milk line is made with only milk chocolate. Cadbury 5 Star Cadbury 5 Star moves from quality to quality consistently by expanding its client base.It constantly one of a kind as a result of its configuration and any correspondence featuring this uniqueness ran down well with the gatherings of people. Galaxy Galaxy is a brand of milk chocolate, made and promoted by Mars, Incorporated, and first made in the United Kingdom in 1960. Galaxy is sold in the United Kingdom, Ireland, the Middle East, Morocco, India, Pakistan, Egypt and New Zealand. Nestle Munch Nestle Munch is the nation’s most adored ‘covered wafer’ scope of products.
it is accessible all through stores the nation over, each variation of munch is a tasty treat for fans. Perk Cadbury Perk with Glucose Energy is another advancement that is expected to speak to customers’ taste buds. Directed at 14-18 year olds, it is a fun treat which consolidates vitality giving glucose with awesome taste. RESPONDENTS PROFILEITEM NO. OF RESPONDENTS PERCENTAGEGenderMaleFemale 300108192 100%36%64%CollegesDBITSJBITRRCEJSSRVGATVKITRNSITACSEAST WEST 30028342832293528292730 100%9.33%11.33%9.33%10.
66%9.66%11.66%9.33%9.66%9%10%DATA ANALYSIS1. Gender of RespondentsTable 4.1: Table showing the Gender of RespondentsGender No. of respondents Percentage of respondentsMale 108 36%Female 192 64%Total 300 100Analysis: From the above table, 36 (36%) respondents are male and 64 (64%) respondents are female.
Graph 4.1: Graph showing the Gender of the respondents. Interpretation: From the above graph, it can be interpreted that the majority of the respondents are female and the rest of the respondents are male.2. College of respondentsTable 4.2: Table showing the colleges of respondentscolleges No. of respondents Percentage of respondentsDBIT 28 9.
33%SJBIT 34 11.33%RRCE 28 9.33%JSS 32 10.66%RV 29 9.66%GAT 35 11.66%VKIT 28 9.33%RNSIT 29 9.
66%ACS 27 9%EAST WEST 30 10%Total 300 100Analysis: From the table 4.2, 28 (9.33%) respondents are from DBIT, 34 (11.33%) respondents are from SJBIT, 28 (9.33%) respondents are from RRCE, 29 (9.66%) respondents are from RV, 35 (11.66%) respondents are from GAT, 32 (10.
66%) respondents are from JSS, 28 (9.33%) respondents are from VKIT, 29 (9.66%) respondents are from RNSIT, 27 (9%) respondents are from ACS, 30 (10%) respondents are from EAST WEST.Graph 4.
2: Graph showing the colleges of respondents Interpretation: From the above graph, we can interpret that the majority of the students from GAT and the lessor respondents are from ACS.3. Where are you from?Table 4.3: Table showing the states of respondentsStates No.
of respondents Percentage of respondentsKarnataka 240 80%Kerala 22 7.33%Tamil nadu 18 6%Andhra Pradesh 12 4%West Bengal 8 2.66%Total 300 100Analysis: From the above table, 240 (80%) respondents are from Karnataka, 22 (7.33%) respondents are from Kerala, 18 (6%) respondents are from Tamil nadu, 12 (4%) respondents are from Andhra Pradesh, and 8 (2.66%) respondents are from West Bengal. Graph 4.3: Graph showing the states of respondents Interpretation: From the above graph 4.
3, it can be interpreted that the majority of the respondents are from Karnataka and the least respondents are from West Bengal.4. Do you like to eat chocolates?Table 4.4: Table showing how many respondents like to eat chocolatesResponse No.
of respondents Percentage of respondentsYes 300 100%No 0 0%Total 300 100Analysis: from the table 4.4, 300 (100%) respondents like to eat chocolates and 0 (0%) respondents not like to eat chocolates.Graph 4.4: Graph showing how many respondents like to eat chocolates Interpretation: Above graph 4.4 is interpreting that the majority of the respondents like to eat chocolates and none of the respondents are not like to eat chocolates.5. Do you believe that chocolates are Healthier?Table 4.5: Table showing responses towards chocolates are Healthier Response No.
of respondents Percentage of respondentsYes 300 100%No 0 0%Total 300 100Analysis: Table 4.5 saying that 300 (100%) respondents believe that chocolates are healthier and 0 (0%) respondents do not believe.Graph 4.5: Graph showing that chocolates are Healthier Interpretation: From the above graph, we can interpret that majority of the respondents believe that the chocolates are Healthier.6. How frequently do you buy chocolatesTable 4.
6: Table showing how frequently respondents buy chocolatesResponse No. of respondents Percentage of respondentsEvery day 0 0%3-4 times a week 213 71%1-2 times a month 87 29%Never 0 0%Total 300 100Analysis: From the above table, 0 (0%) respondents buy every day, 213 (71%) respondents buy 3-4 times a week, 87 (29%) respondents buy 1-2 times a month, and 0 (0%) respondents do not buy.Graph 4.6: Graph showing how frequently respondents buy chocolates Interpretation: From the above graph, it is interpreted that the majority of the respondents will buy chocolates 3-4 times a week and no respondents will buy every day.7. Where do you normally buy chocolates from? Table 4.7: Table showing from where respondents normally buy chocolatesResponse No. of respondents Percentage of respondentsLocal Kirana shop 300 100%Super market 0 0%Online 0 0%Total 300 100Analysis: From the above table 4.
7, 300 (100%) respondents are buying from local Kirana shops and 0 (0%) respondents are buying from both online and super markets.Graph 4.7: Graph showing from where respondents normally buy chocolates Interpretation: From the above graph 4.7, we can clearly interpret that the majority of the respondents are buying chocolates from local Kirana shops and none of the respondents are buying through internet.8.
Which chocolate do you like to purchase more?Table 4.8: Table showing which chocolate respondents like to purchase moreResponse No. of respondents Percentage of respondentsDiary milk 190 63.33%Perk 28 (9.
33%)Gone Mad 0 0%Snickers 42 14%Others 39 13%Total 300 100Analysis: From the table 4.8, 190 (63.33%) respondents like diary milk, 28 (9.33%) respondents like perk, 0 (0%) respondents like Gone Mad, 42 (14%) respondents like snickers and 39 (13%) respondents like other chocolates.Graph 4.8: Graph showing which chocolate respondents like to purchase more Interpretation: From the above graph, we can interpret that majority of the respondents like to buy Diary milk and least respondents like to buy Gone Mad chocolates.9.
Which of these factors affect you to purchase chocolates?Table 4.9: Table showing factors affecting to buy chocolatesResponse No. of respondents Percentage of respondentsAdvertisements 82 28%Brand Ambassador 0 0%Brand 218 72%Friends 0 0%Total 300 100Analysis: From the above table, 82 (28%) respondents told advertisements, 218 (72%) respondents told brand and 0 (0%) respondents told both brand ambassador and friends.Graph 4.9: Graph showing factors affecting to buy chocolates Interpretation: From the above graph 4.9, it is interpreted that the majority of the respondents will buy chocolates based on the brand name and least of the respondents buy chocolates based on Brand ambassadors.
10. What according to you will affect the preference of a chocolate?Table 4.10: Table showing factors affecting the preference of a chocolateResponse No .of respondents Percentage of respondentsTaste 183 61%Price 14 5%Calories 0 0%Packaging 0 0%Flavours 103 34%Total 300 100Analysis: From the above table, 183 (61%) respondents told taste, 14 (5%) respondents told price, 103 (34%) respondents told flavours and 0 (0%) respondents told both calories and packaging.Graph 4.10: Graph showing factors affecting the preference of a chocolate Interpretation: The above graph is clearly interpreted that the majority of the respondents prefer chocolates on the basis of taste and least of the respondents prefer on the basis of calories and packaging.11. Which form of chocolate do you like?Table 4.
11: Table showing which form of chocolate respondents like moreResponse No. of respondents Percentage of respondentsHard 73 24%Nettie’s 89 30%Crunchy 98 33%Chew 40 13%Total 300 100Analysis: From the above table, 73 (24%) respondents like hard, 89 (30%) respondents like Netties, 98 (33%) respondents like crunchy and 40 (13%) respondents like chew.Graph 4.11: Graph showing which form of chocolate respondents like more Interpretation: From the above graph, we can interpret that the majority of the respondents like Crunchy chocolates and very few respondents like hard chocolates and chew chocolates.
12. What pack do you prefer more?Table 4.12: Table showing which pack respondents prefer moreResponse No. of respondents Percentage of respondentsSmall 268 89%Big 32 11%Family pack 0 0%Total 300 100Analysis: From the above table, 268 (89%) respondents like to buy small pack, 32 (11%) respondents like to buy big pack and 0 (0%) respondents like to buy family pack.Graph 4.
12: Graph showing which pack respondents prefer more Interpretation: From the above graph, it is interpreted that the majority of the respondents like to buy small pack and least of the respondents like to buy family pack.13. Are you aware of Gone Mad chocolates?Table 4.
13: Table showing the awareness level of respondents towards Gone Madresponse No. of respondents Percentage of respondentsYes 197 66%No 103 34%Total 300 100Analysis: From the above table 4.13, 197 (66%) respondents are aware about Gone Mad and 103 (34%) respondents are unaware.
Graph 4.13: Graph showing the awareness level of respondents towards Gone Mad Interpretation: From the above graph 4.13, it is very clearly interpreted that the majority of the respondents are aware about Gone Mad chocolates and rest of the respondents are not aware about Gone Mad chocolates.14. Have you seen Gone Mad Advertisement?Table 4.14: Table showing how many respondents seen Gone Mad advertisement Response No. of respondents Percentage of respondentsYes 28 9%No 272 91%Total 300 100Analysis: From the above table 4.
14, 28 (9%) respondents had seen the advertisements and 272 (91%) respondents not seen advertisements.Graph 4.14: Graph showing how many respondents seen Gone Mad advertisement Interpretation: From the graph, it can be interpreted that the majority of the respondents not seen the Gone Mad advertisements and very few respondents seen the advertisements of Gone Mad chocolates.15. How do you know about Gone Mad chocolates?Table 4.
15: Table showing how respondents know about Gone Mad chocolates Response No. of respondents Percentage of respondentsTelevision 0 0News paper 0 0Internet 34 12%At the store 266 88%Total 300 100Analysis: From the above table, 34 (12%) respondents know through internet, 266 (88%) respondents know at the store, and 0 (0%) respondents know through both television and newspaper. Graph 4.
15: Graph showing how respondents know about Gone Mad chocolates Interpretation: From the graph 4.15, we can interpret that the majority of the respondents know about Gone Mad at the store and none of them are seen through television and newspapers.16. Is the advertisement of Gone Mad chocolates attractive?Table 4.16: Table showing advertisement of Gone Mad chocolates is attractiveResponse No.
of respondents Percentage of respondentsYes 262 87%No 38 13%Total 300 100Analysis: From the above table 4.16, 262 (87%) respondents saying that Gone mad advertisement is attractive, and 38 (13%) respondents saying that Gone mad advertisement is not attractive.Graph 4.16: Graph showing advertisement of Gone Mad chocolates is attractive Interpretation: Above graph is clearly interpreted that majority of the respondents are saying that advertisement of Gone Mad chocolates is attractive and least respondents are saying that the advertisement of Gone Mad chocolates is not attractive.17. Do you think Gone Mad chocolates consumed by both children’s and youths?Table 4.17: Table showing Gone Mad chocolates consumed by both children’s and youthsResponse No.
of respondents Percentage of respondentsYes 257 86%No 0 0%May be 43 14%Total 300 100Analysis: From the above table, 257 (86%) respondents saying Yes, 0 (0%) respondents saying No, and 43 (14%) respondents saying May be.Graph 4.17: Graph showing Gone Mad chocolates consumed by both children’s and youths Interpretation: From the graph, it is interpreted that majority of the respondents are saying that Gone Mad chocolates are consumed by both children’s and youths least respondents told Gone Mad chocolates are not consumed by both children’s and youths.
18. Do you think that Gone Mad chocolates can attract youths?Table 4.18: Table showing Gone Mad chocolates can attract youthsResponse No. of respondents Percentage of respondentsYes 300 100%No 0 0%Total 300 100Analysis: From the above table 4.
18, 300 (100%) respondents are saying that Gone Mad chocolates can attract youths and 0 (0%) respondents told they cannot attract youths.Graph 4.18: Graph showing Gone Mad chocolates can attract youths Interpretation: From the graph 4.18, we can interpret that the majority of the respondents told that Gone Mad chocolates can attract youths and none of the respondents told that Gone Mad chocolates can’t attract youths.19. What according to you is the best feature of Gone Mad chocolates?Table 4.
19: Table showing the best feature of Gone Mad chocolatesResponse No. of respondents Percentage of respondentsPrice 24 8%Taste 129 43%Packing 0 0%Flavours 147 49%Others 0 0%Total 300 100Analysis: From the above table, 24 (8%) respondents told price, 129 (43%) respondents told taste, 0 (0%) respondents told packing, 147 (49%) respondents told flavours, and 0 (0%) respondents told others.Graph 4.19: Graph showing the best feature of Gone Mad chocolates Interpretation: From the graph, it can be clearly interpreted that majority of the respondents like the Flavours of Gone Mad chocolates and least respondents like the packing and other factors.
20. Price of Gone Mad chocolates are reasonable?Table 4.20: Table showing the Price of Gone Mad chocolates are reasonableResponse No. of respondents Percentage of respondentsStrongly Agree 54 18%Agree 188 63%Neutral 58 19%Dis Agree 0 0%Strongly Dis Agree 0 0%Total 300 100Analysis: From the above table, 54 (18%) respondents are strongly agreeing, 188 (63%) respondents are agreeing, 58 (19%) respondents are neutral, and 0 (0%) respondents are both dis agree and strongly dis agree.Graph 4.20: Graph showing the Price of Gone Mad chocolates are reasonable Interpretation: From the above graph, we can interpret that majority of the respondents are saying that the Price of Gone Mad chocolates are reasonable and least respondents respondent as the Price of Gone Mad chocolates are not reasonable.21.
Are you aware of different flavours available in Gone Mad chocolates?Table 4.21: Table showing the different flavours available in Gone Mad chocolatesResponse No. of respondents Percentage of respondentsYes 73 24%No 227 76%Total 300 100Analysis: From the above table, 73 (24%) respondents told Yes and 227 (76%) respondents told No.
Graph 4.21: Graph showing the different flavours available in Gone Mad chocolates Interpretation: From the graph 4.21, it is interpret that majority of the respondents are not aware about the different flavours available in Gone Mad chocolates and few are aware about the different flavours available in Gone Mad chocolates.22. Which Gone Mad chocolate do you purchase the most?Table 4.22: Table showing the most preferred Gone Mad chocolateResponse No. of respondents Percentage of respondentsChoco stick 221 74%Sugar cheese cracker 46 15%Chocolate drink 0% 0%Gang of 5 33 11%Total 300 100Analysis: From the above table, 221 (74%) respondents prefer Choco stick, 46 (15%) respondents prefer Sugar cheese cracker, 0 (0%) respondents prefer Chocolate drink, and 33 (11%) respondents prefer Gang of 5. Graph 4.
22: Graph showing the most preferred Gone Mad chocolate Interpretation: From the above graph, it can be clearly interpret that the majority of the respondents prefer Choco stick and least respondents prefer chocolate drink and Gang of 5.23. How do you rate the taste of Gone Mad chocolates?Table 4.23: Table showing the taste rating of Gone Mad chocolatesResponse No. of respondents Percentage of respondentsExcellent 52 17%Very good 166 55%Good 82 28%Average 0 0%Total 300 100Analysis: From the above table 4.23, 52 (17%) respondents told Excellent, 166 (55%) respondents told Very good, 82 (28%) respondents told Good, and 0 (0%) respondents told Average.
Graph 4.23: Graph showing the taste rating of Gone Mad chocolates Interpretation: From the above graph, it can be interpreted that majority of the respondents rated the taste of Gone Mad chocolates as Good and least respondents responded as average.24. Do you think Gone Mad should introduce sugar free health bar/ Glutton bar products?Table 4.24: Table showing the response towards the introduction of health bar/ Glutton bar productsResponse No. of respondents Percentage of respondentsYes 300 100%No 0 0%Total 300 100Analysis: From the above table, 300 (100%) respondents are saying that Gone Mad should introduce sugar free health bar/ Glutton bar products and 0 (0%) respondents are saying that not introduce sugar free health bar/ Glutton bar products.
Graph 4.24: Graph showing the response towards the introduction of health bar/ Glutton bar products Interpretation: From the above graph 4.24, it is interpreted that the majority of the respondents respond that Gone Mad should introduce sugar free health bar/ Glutton bar products.Findings • From the analysis we can find out that 100% of the respondents are like to eat chocolates.
• All the respondents are preferred to buy chocolates only in local Kirana shops and not in super markets.• More than 63% of the students would like to buy Diary milk chocolates whereas none of the students would like to buy Gone Mad chocolates.• According to the analysis brand is one of the major factor to buy chocolates.• 61% of the students prefer chocolates because of taste and are least bothered about packaging and calories.
• Out of 300 respondents interviewed 66% of the students are aware of Gone Mad products in different colleges.• 91% of the students are not aware of Gone Mad advertisements.• Majority of the students i.e., 88% got to know about Gone Mad chocolates only at the stores.• According to the survey 86% of the students feel that Gone Mad chocolates can be consumed by both children’s and youths.• All the 300 respondents feel that Gone Mad chocolates can attract youths and can Make a brand in the market.• Flavour and Taste are the two factors which attracts most of the youths towards Gone Mad chocolates.• Majority of the student’s i.e., 81% feels that the prices of Gone Mad chocolates are reasonable.• Only 76% of the students are not aware of different flavours in Gone Mad chocolates and rest of the students are aware of the product.• In Gone Mad products Choco stick is the most preferred chocolate preferred by 74% of the students.• 100% of the students are happy with the taste of Gone Mad chocolates.• All the respondents’ feels that the sugar free health bars/ glutton bar products to be introduced in the market.Suggestions ? Company should promote their products through advertisements in television, newspaper and also through social media to create brand awareness among people.? Different promotional strategies should be used by the company in colleges to attract youths and to make them aware of products.? Promotional activities should also takes place in malls and supermarkets.? Company should make distribution network strong so that the products are available everywhere in Bangalore.? Company can open exclusive outlets in different areas of Bangalore to attract more customers which intern helps to create a strong brand image in the market.ConclusionThe study, “A Study on Brand Awareness among Youths in Education Institutions with respect to Gone Mad Products” helps me to find out the awareness level among youths towards Gone Mad products and the limiting factors about the product. It was a good experience with students of 10 different colleges in Bangalore during data collection. All the respondents were very energetic while filling the questionnaires.As per the analysis Company should concentrate more on promotional activities and make their products available everywhere to attract the youths. Many of the students are not aware of the brand, hence it is necessary for the company to create awareness among those categories. Over all opinion about the product is satisfactory. In fact all of them like the taste and flavours of the chocolates and even they are happy with the prices of chocolates. This study helps me to know more about the needs and expectation of youths towards Gone Mad chocolates.