CP Agro Industries was originated in 2001 with the larger vision of becoming a true Food Company across the Delhi and NCR region. At present, CP Agro are in the business of producing wide range of different types chips, biscuits, cookies, namkeens and rusk. Their popular brands are Jumbo Fun and Double Mind.
The unit is located at Delhi spread across a developed piece of land and equipped with state of the art manufacturing facility with qualified personnel to develop & produce quality products under stringent conditions to suit every class of consumers.
The unit is operating at its optimum level and has achieved the status of highest installed capacity unit to its credit in unorganised biscuit manufacturing facility in the entire Region.
Their state-of-the-art production unit coupled with the …show more content…
Cooper (2003) noted that most new innovations come with high risks as most of them failed in the marketplace creating the need for marketers to have a clear understanding of success factors in brand adoption. Theories of adoption have often been used to explain how consumers form preferences for various goods and services.
Brand awareness is the ability for a customer to recognize or recall that a brand is a member of a certain product category (Aaker, 2011).
Brand awareness is a fundamental attribute of customer brand equity. It tends to be an underestimated component of brand equity (Tong & Hawley, 2009). Brand awareness includes two elements which are brand recall and brand recognition. According to Aaker (1996) there is a positive relationship between trust, value and brand equity. Trust is the faith put into a brand with regard to its quality, consistency, etc. Value is created by providing a solution to consumers’ needs and wants in a way that the cost to the consumer is fair considering the benefits gained (Aaker,
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The plant is one of the most mechanized and advanced in the country. The location of the factory is well suited, being at national highway near Delhi. It greatly facilitates the delivery of raw materials and dispatch of finished products. Further being in a rural area (village Sankhol) there is large pool of labour. There is efficient system of ventilation and light throughout the factory. Thus Parle Biscuits Ltd. has all distinguishing features of a modern biscuit manufacturing plant.
Brand equity is a consumer-based concept (Elliot 2017) and strategic asset of a company that encompasses the idea of the added value a brand contributes to a product. Influenced by consumer choices, it is the characteristic of a brand that indicates high levels of performance and determines the success of companies.
General Mills (GSI) is the sixth largest food company in the world. The company currently operates in more than 100 foreign countries and employs over 35,000 people. . GSI manufactures and markets branded consumer foods worldwide and supplies branded and unbranded food products to the foodservice and commercial baking industries. The company manufactures cereals, yogurt, ready-to-serve soup, dry dinners, frozen vegetables, refrigerated and frozen dough products, dessert and baking mixes, frozen pizza, flour, fruit and snacks; and organic products, including soup, granola bars, and cereals; and ice cream and frozen desserts, and high fiber snacks. Its best
Brand awareness means the salience of the brand in the customer’s mind which includes: recognition, recall, top-of-mind (Keller, 1993, Aaker, 1996) brand dominance, brand opinion, brand knowledge (Aaker, 1995). Recognition works effectively for a completely new or unknown brand whereas recall and top-of-mind are effective for well-known brands (Aaker, 1996). Keller, 1993 found that advertising enables brand recall which brings marketing and advertising success whereas Ehrenberg et al, 2002 opined advertising maintains brand salience to provide a competitive edge to the brand and stimulate brand awareness. Potential buyer gain brand awareness from advertisements which drive consumer for ultimate purchase (Ehrenberg and Barnard, 1997, Abideen and Saleem,
Brand equity increases as brand loyalty, brand awareness, perceived quality brand associations, and number of brand-related proprietary assets increase and become stronger and more positive.
Ltd (KCPL) was setup by Mr. Mohan Kumar Gupta in 1945 in Jaipur, Rajasthan. It was later shifted to Kanpur, UP due to cost constraints and low profit margin to cope up with rising competition. It started with the production and selling of sugar candy and then diversifying to glucose biscuit market in 1970 under the brand‘MKG’. Biscuit making was done through a simple process and involved use of simple equipments and most of the work was done manually (Exhibit 1).
Brand trust have supported that a high level of trust in a brand leads to brand repurchase, brand satisfaction, brand loyalty and brand commitment (Lau and Lee, 1999; Delgado-Ballester and Munuera-Alemán, 2000; Wang, 2002; Delgado-Ballester et al., 2003; Ha, 2004; Shang et al., 2006)
I am very grateful to you for providing me with an opportunity to provide consultancy services to KCPL. As requested, please find the attached evaluation of the A-One Confectioneries Private Limited’s proposal to associate with KCPL in the production of biscuits and overall plans for KCPL.
Perceived value is a subjective evaluation. In addition, an affective attachment to a brand can influence cognitive evaluation. The essence of brand identification includes affective attachment with the brand, thus customers are more likely to evaluate the value of the brand in a favourable way if the customer has a strong brand identification. Furthermore, He et al. (2012) found that, although not dealing with brand identification, research shows that relationship quality and intangible assets such as reputation relates to perceived value. At the same time, brand identification involves a deep and meaningful relationship between consumer and brand as well as the fact that brand identification is to a great extent related to corporate reputation. Thus brand identification influences perceived value. However, it is important to note that perceived value affects both customer satisfaction and brand trust in a way that leads to brand loyalty. In other words, perceived value can have a direct effect on brand loyalty but also an indirect effect on brand loyalty through customer satisfaction and brand trust (He et al.
Brand Equity is the added value endowed by the brand to the Product. Although the idea of using a name or a symbol to enhance a product’s value has been known to marketers for a long time, brand equity has gained renewed interest in recent years. Brand managers realize that after years of look-alike advertising and over copying with me-too brands, they now live in a world of product parity. The ensuing price competition through short term price promotions reduces the profitability of brands leading manufactures to examine ways to enhance loyalty toward their brands. In addition, facing with the increasing power of retailers, manufacturers of consumer products realize that having the
A company (in this case, a coffee shop) needs to establish a clear and consistent brand identity by communicating its brand attributes in a way that can be easily understood by prospective customers. One of the firm’s most valuable assets for improving marketing productivity is the customers’pre-existing knowledge of the brand from the firm’s investment in previous marketing programs (Keller, 1993). According to Keller (1993), the differential effect of brand knowledge upon customers’ response to brand marketing is known as brand equity. Brand equity is related to customer satisfaction and brand loyalty (Nam, Ekinci, and Whyatt, 2011). Customer satisfaction is a mediating variable between brand equity and brand loyalty, while brand loyalty itself is the biased (non-random) behavioral response (purchase) expressed over time by some decision-making unit with respect to one or more particular brands out of a set of brands and is a function of psychological processes (Jacoby, 1971). Considering the importance of brand equity in companies’ efforts to develop positive customer perception and win the tight competition in their industry by achieving customer satisfaction and loyalty, this study aims to investigate
Brand awareness: Brand awareness is a different metric to measure the advertisement effectiveness. Brand awareness is the ratio of customers who recognize a company 's brand of products. It will take long time and large volume of market exposures to establish high brand awareness. Television and radio are two of the best mediums for building brand awareness. Marketing personnel can also build their brand awareness from the Internet by advertising in the industrial website, or promoting their products via major search engines such as Google and Ebay.
The human beings naturally seek fellows to trust, moreover the trust is the only bridge toward building any kind of relationship. The definition of trust, according Oxford Dictionary is “Firm belief in the reliability, truth, or ability of someone or something”. From finance to friendship and even the content of our food, we need to trust in brands every day as we trust our family or friends. Notwithstanding