1.

1 INDUSTRY PROFILE

Globally more than one billion people lack access to safe drinking water nearly all of them in the developing countries, including India. Nearly a third of the worlds population worldwide live in water-stressed areas. This figure is expected to rise to twothird of the population by 2025. In India, over one lakh people die of water borne diseases annually. It is reported that groundwater in one-third of Indias 600 districts is not fit for drinking as the concentration of fluoride, iron, salinity and arsenic exceeds the tolerance levels. With increasing number of people becoming conscious of the risks of drinking contaminated water, the demand for water purifiers is rising rapidly. In the past few years, Indian water purifier industry has witnessed an exponential growth of more than 22% CAGR. According to TechSci Research, the water purifier industry sales grew dramatically during FY10 as compared to previous fiscals due to improving demand and expanding production capacity. In 2011, the organised water purifier market stood at INR1,500 Crore. Given the increasing awareness, and largely untapped market potential, the sector is expected to grow at a CAGR of more than 20 percent till 2016. RO water purifier is the largest segment accounting for 42 percent of the market in 2011, while offline water purifiers contributed for about 20 percent of the market. However, by 2016, offline water purifier segment is expected to grow at a very rapid pace and increase its share to about 38 percent of the total market and is a key focus area for water purifier manufacturers, due to the large target customer base it offers, is expected to continue its rapid growth.

TechSci Research conducted a survey across 10 major cities in India with 500 users of water purifier to understand the market size, growth drivers, issues and buying behaviour patterns, etc. The cities covered in survey were, Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal. The Indian market has tremendous potential which is more evident from the fact that global majors such as Philips and Hindustan Lever have stepped in and are looking to increase their share of the market. The three principal players today are Eureka Forbes, KENT RO and HUL. In the years to come, we are likely to see others entering the fray. India Water Purifier Market Forecast & Opportunities 2011-2016 discusses the following opportunities in the Indian water purifier industry:

Market Size & Growth Segment Wise Water Purifier Industry Production by Segment Industry Sales Drivers & Challenges Consumer Survey Analysis On-going Market Trends Competitive Landscape

India Water Purifier Market Forecast & Opportunities 2011-2016 gives a detailed and unbiased unprejudiced overview on the Water Purifier market in India. This report help readers to identify the on-going trends in the industry and expected anticipated growth in the coming years or future, as a consequence of depending upon changing industry dynamics in the coming years. The report will help industry consultants, water purifier companies and other stakeholders to align their market-centric strategies according to ongoing and expected future trends in future.

COMPETITORS

Product Overview Aqua guard Paani ka Doctor presents the all new Enhance Green RO. The only water purifier that saves 30 % of the water that flows into it, compared to other RO purifiers. This Green RO purifier is specially designed for areas where the TDS level in the water is low. Aqua guard Enhance is also available in Enhance RO which removes excess TDS and makes the water pure and sweet, Enhance RO+ which is equipped to handle extremely high level of TDS.

FEATURES

Electronic Membrane Life Enhancer EMLE Prevents scaling of dissolved salts like calcium and magnesium, thereby enhancing the membrane life and improving water flow.

Enhanced Filtration The particulate filter and clarity cartridge provides depth filtration, ensuring crystal clear water and protection for the membrane.

Enhanced Taste The special carbon cartridge removes residual organic impurities and revives the original taste of water.

Enhanced Protection Eliminates water-borne disease-causing bacteria, viruses, protozoa and tough new age contaminants like Lead, Pesticides and Heavy Metals.

TECHNICAL SPECIFICATION

Dimensions (WxDxH)mm

(316*251*462)

Net Weight

9.2 kg

Power rating

40 watts

Input Voltage

230 V AC/50 Hz 0.6 2.0 kg/sq.cm

Input Water pressure Pressure

Input

Water

pressure

5 -45 oC

Temperature

Total Iron

0.3 mg/lit. (max)

Pure it's unmatched safety, now at an even more affordable price! Pure it Intella Water Purifier meets stringent international criteria of Environmental Protection Agency (EPA), USA, for harmful virus & bacteria removal. It does not require a tap connection. Really simple to use. Easy to pour & Pureit's purification technology will do the rest. Total capacity is 12 Litres. Purified storage capacity is 5 litres Its new innovative design with 'twist - fit' fitments allows easy on - going maintenance. Available in Royal Blue (only 1 colour)

1.2 COMPANY PROFILE

Established in the year 1999, located at Noida (Uttar Pradesh, India), we, Kent RO Systems Limited, are one of the leading manufacturers, exporters and suppliers of a high quality assortment of Water Purifiers, Vegetable Purifiers, Fruit Purifiers and Air Purifiers. In our product range, we offer Kent Grand Water Purifier, KENT Pearl Water Purifier, KENT Excell Water Purifier, KENT Supreme Water Purifier and Automatic Water Pressure Boosting System - MF 100.

With our huge infrastructure facility and advanced technology, we, a sole proprietorship firm, are capable of exporting our consignments in the least amount of lead time. Furthermore, we also make sure that prior to delivery; every product is suitably inspected so that no discrepancy occurs at clients end. Our principled business practices and quality cognizant approach has ensured us a place among the most renowned names in the national market. With our superior quality product range, we have earned the distinction of serving reputed clients like World Health Organization, Indian Army, NPTI, Supertech, Eldeco, Mahagun and American Embassy.

With remarkable supervising abilities and vast industry experience of our mentors, Mr. Vikrant Bhargava and Mr. Yash Jaiswal, we have achieved a unique place in the industry. We have been supported by their high levels of passion and dedication enabling us serves some of the apparent names from the industry.

Basic Information

Supplier Manufacturer Exporter

Business Type

Ownership & Capital Year of Establishment Trade & Market

1999

Australia/NZ East/Middle Africa South/West Africa South East Asia

Indian Subcontinent North Africa Middle East

Major Markets

Company USP

Experienced R & D Department

Good

Financial

Position & TQM

Primary Advantage

Competitive

Large Production Capacity

Quality Facilities

Measures/Testing Yes

Packaging/Payment and Shipment Details Basic Information Business Type

Supplier 7

Manufacturer Exporter

Packaging/Payment and Shipment Details Customized Packaging Yes

Cash DD

Cheque

Payment Mode

VISION: Making the world a healthy & happy family and to become the number one market player with maximum market coverage by providing the world first Mineral RO technology and sustainable values. AWARDS &RECOGNITIONS:

Golden Peacock award for Eco Innovation 2007

Excellence Award 2008

WQA Best Domestic Water Purifier 2007-2008

Gold

Seal

NSF/ANSI

58

Due to our advanced and modern water purifier technology, we have always been awarded with various awards and recognitions. This is the proof to our dedicated and committed approach towards attaining excellence in the domain. Awards:

Best domestic water purifier 2006-2007 and 2007-2008. By UNESCO and Water Digest International Golden Peacock Award for best Eco Innovation 2006-2007

ADVANTAGES World's first and only patented Mineral RO Technology Kent proudly offers double

purification of RO followed by UV. Our award winning water purifiers are suited for all types of raw water.

Proven

Track

Record:

Kent purifiers are trusted by over 1 million customers spread across the country and have an established track record of over a decade in the water purification industry.

Nationwide

Network:

Kent has its own offices at over 16 locations across India with over 300 channel partners nationwide. Our service network is present at over 300 locations to make sure that our customers experience a continued and trouble free after sales support on their products.

Premium

Quality:

We are an ISO 9001:2008 company and most of our products are certified with WQA, Gold Seal, USA. All our products also conform to CE certifications standards.

Wide

Range

of

Products:

Kent offers varied range of products for any application. Be it entry level purifier to technology 10

driven

high

capacity

commercial

purifiers.

Affordable

Range:

Our products have a wide range to suit varied needs of customers and for different types of end usage. Be it water or air purifiers the range is just endless and is competitively priced to suit every pocket.

PRODUCTION FACILITIES: Our company is ISO 9001:2008 certified and is well established. It is spread across an area of 30,000 Sq. Ft. and 100,000 Sq. Ft. respectively. We offer superior quality Water Purifiers and have the capability of customizing the entire product range as per industry specific application requirements.

Manufacturing unit- Our products are manufactured by our talented engineers with superior technology using advanced production processes.

Quality Approval unit- The products are checked with strict quality analysis processes for delivering zero defects.

Research and Development unit- Our R&D unit consistently does market research to understand contemporary market trends and customer necessities.

11

Need of Water Purifiers:

Due

to

climatic

changes,

draughts,

industrial wastes & alarming levels of salinity sources like rivers, catchments and reservoir systems are under dire stress resulting in the deteriorating water quality day by day.

Due to the increased pollutants, river water is getting contaminated with

dissolved impurities, bacteria and viruses.

Since the rivers are not able to fulfil the drinking water demands, municipal

corporations supply water from groundwells, which generally contain high levels of dissolved impurities (Hard & Khaara water).

In the regime of multi-storied buildings one does not get running tap water supply from the municipal corporation. Instead the water is stored in overhead storage tanks first - a breeding ground for unwarranted bacteria & viruses.

Although the water treatment plants meet 'The Safe Drinking Water Standards', still water collects the pollutants of while

traversing the

network

pipelines

enroute to your tap. Most common dissolved impurities found in water are the salts of Iron, Arsenic, Fluorides, Nitrates, pesticide, insecticides,

12

Mineral RO Technology

RO: Removes even Dissolved Impurities like Arsenic, Rust, Pesticides, Fluorides etc. besides removing Bacteria and Viruses.

UF: Removes Bacteria and Cysts. UV: For double purification, totally kills

remaining Bacteria and Viruses.

TDS Controller: Maintains essential Natural Minerals in the purified water

Kent Technology - UF Gravity

13

KENT has the best gravity water purification technology. Kent Gravity Water Purifiers have a multi-stage UF Membrane purification system that gives truly pure water and protects you from water-borne diseases. The unique UF Membrane's pores are so fine, that they do not allow any Bacteria or even Cyst to pass through. Thus making the drinking water pure without use of any chemicals like Chlorine, Bromine or Iodine.

Clientele Client satisfaction is our primary focus which is well attained through timely delivery of all kinds of water purifiers. With an advanced processing unit, we have managed to produce a range of the best quality of water purifier to our clients. We have been able to satisfy our customers with easy payment modes and offer these products at industry competitive prices. Moreover, we also believe in safe and easy delivering of products within given timeframe. Some of our esteemed clients are:

World Health Organization Regional Office for South East Asia, New Delhi Indian Army BEL NTPC NPTI IOC BPCL DIAL Ansals Omaxe 14

Parsvnath Supertech Amrapali Niho TDI ATS Eldeco Assotech Eros Mahagun American Embassy Canadian Embassy Sri Lanka High Commission

At Kent We Value People We believe in providing all of our employees the opportunity to grow and to achieve their goals. We also believe that it is important for our employees to appropriately balance their work and personal commitments.

Honesty We work to build relationships based on trust. We excel in an environment of openness and trust. We are open in sharing our ideas and encouraging the ideas of others. We build trust amongst ourselves by interacting with one another openly and directly that provides Customers We believe in always giving customers what they expect. Whenever possible, we try to deliver Teamwork We are team players and team builders. We believe that through the power of teamwork we can achieve exceptional results. We encourage and expect all employees to participate in teams as a fundamental condition of how we get our work done. 15 service that they only dream about.

Milestones Today, Kent is a prominent player of the Reverse Osmosis (RO) water purification industry.Kent started its operations from a single room in Noida, India in 1999. Despite a humble beginning, today Kent has emerged as a strong organization with offices spread across the country. It is counted among the fastest growing brands in India and has Since its inception Kent has won many accolades and has crossed quite a few milestones, some of which include:

Launch of a water purifier, which combines the best of both RO+UV Technologies while overcoming the limitations of a single technology. The first of its kind in Indian market.

Invention of a KENT Technology purifier, which provides a potent combination of RO+UF+UV+TDS Controller. This patented Technology creates euphoria in Indian Market since it retains essential natural minerals in water during purification with the aid of a patented TDS Controller.

Launch of the Kent Technology purifiers Grand+(the wall mounting model) and Excell+ (the under-the-counter model)

Launch of Kent Pride with RO+UF+TDS Controller. Launch of Elite-I & Elite-II, the Kent Technology purifiers for commercial use. ISO Certification to Kent RO Systems Ltd. and its production facilities. CE and NSF Certifications to the entire range of Kent water purifiers. It's raining awards for KENT:
o

The 'Best Domestic Water Purifier Award' by UNESCO & Water Digest International for 2006-2007.

The 'Best Domestic Water Purifier Award' by UNESCO & Water Digest International for 2006-2007 & 2007-2008 in a row.

"The Golden Peacock Award" for the best eco-innovation.

Launch of a UF membrane gravity purifier, which purifies water without electricity and any harmful chemicals and provides purified water which is better than the boiled water.

The success of UF Membrane Technology gives way to Kent Crystal, a UF 16

membrane gravity purifier for dispensers and Kent Gold Cool, a UF membrane gravity purifier, which keeps the water cool as well.

Venture into a comprehensive range of healthcare products which includes Air Purifiers, Tap Purifiers, Vegetable & Fruit Purifiers, Autoregenerant Water Softeners and Automatic Water Pressure Boosting Systems.

Entry into the markets of Asia, Africa and Europe. Crossing the mark of 5 lakh satisfied customers in India. Inauguration of 2nd manufacturing facility at Bantakheri, Uttarakhand (India) at the auspicious hands of His Holiness Sri Sri Ravi Shankar ji.

Launch of Kent Pearl, a KENT Technology purifier with detachable tank which provides easy onsite cleaning.

The prestigious Gold Seal Certification by WQA, USA for the entire range of Kent Technology domestic water purifiers.

The prestigious Gold Seal Certification by WQA, USA for the Kent Gold+, and Kent Gold Optima under UF membrane gravity water purifiers.

And the list continues...

MISSION: To become a high-performance organization by achieving its target of becoming market leader in this trade by delivering exceptional values through superior execution of innovative marketing and providing excellent service support to the clients.

Our Values People We believe in providing all of our employees the opportunity to grow and to achieve their goals. We also believe that it is important for our employees to appropriately balance their work and personal commitments.

17

Honesty We work to build relationships based on trust. We excel in an environment of openness and trust. We are open in sharing our ideas and encouraging the ideas of others. We build trust amongst ourselves by interacting with one another openly and directly that provides faith and belief in each other. Customers We believe in always giving customers what they expect. Whenever possible, we try to deliver service that they only dream about. Teamwork We are team players and team builders. We believe that through the power of teamwork we can achieve exceptional results. We encourage and expect all employees to participate in teams as a fundamental condition of how we get our work done. Product Portfolio We are occupied in fabricating and exporting a higher quality assortment of Water Purifiers, Vegetable Purifiers, Fruit Purifiers and Air Purifiers. These are manufactured using the finest grade of factor inputs, purchased from trustworthy vendors so that the finished components are as per global quality standards. Adequately inspected, the offered products are also available in modified options without any quality shortages. We offer: Category Mineral RO Water Purifier Products

Kent Grand Water Purifier KENT Pearl Water Purifier KENT Excel Water Purifier KENT Supreme Water Purifier KENT Pride Water Purifier KENT Elite Water Purifier KENT Gold Plus Water Purifier KENT Gold Water Purifier KENT Purifier 18 Gold Optima Water

UF / Purifier

UV Technology Water

Kent Gold Cool Water Purifier KENT Crystal Water Purifier Water Softner - Autosoft 366 KENT Ultra UV Technology

Water Purifier Vegetable & Fruit Purifier Tab Guard Water Softener Air Purifiers Automatic Water Pressure

Vegetable & Fruit Purifier Tab Guard Water Softener Air Purifiers Automatic Water Pressure

Boosting Systems

Boosting System - HF 1000 Automatic Water Pressure

Boosting System - MF 100

o o o o o

Proven Track Record Nationwide Network Premium Quality Wide Range of Products Affordable Range

Salient Features:

19

Teamwork We truly believe that through the power of teamwork we can achieve exceptional results in manufacturing all kinds of water purifiers. Our highly skilled and experienced professionals, work round the clock to add value to the manufacturing process. Thus, we are capable to supply and export products of unmatched quality at the best prices in the industry. Moreover, our team is flexible, quick & eager to satisfy our clients optimally. Further, we keep encouraging our team for better production quality. Quality Our products and services are guaranteed of superior quality standards. The raw material/ components are procured from quality vendors after quality tests of the products. The products are then passed through our phase by phase quality monitoring processes for design efficiency and consistent safety standards. Moreover, our experts are adequately experienced to give quality business solutions to our clients. The superiority and presentation levels of our products are guaranteed to assure optimum satisfaction levels to our clients.

Mineral RO Technology

RO: Removes even Dissolved Impurities like Arsenic, Rust, Pesticides, Fluorides etc. besides removing Bacteria and Viruses.

UF: Removes Bacteria and Cysts. UV: For double purification, totally kills remaining Bacteria and Viruses. TDS Controller: Maintains essential Natural Minerals in the purified water.

Kent Technology - UF Gravity

Our offered product has the best multi-stage UF Membrane purification system which provides pure water and protects from water-borne diseases. 20

The unique UF Membrane's pores are so fine, that they do not allow any Bacteria to pass through. The water purifier is making water pure without use of any chemicals like Chlorine, Bromine or Iodine. Why Us? We are the most prominent Manufacturers, Exporters and Suppliers of Water, Air and Vegetable Purifiers for the clients. The primary competitive advantages enjoyed by us are:

Vast Industry Acquaintance Experienced professionals Affordable price structures Ethical Business Policies

OVERVIEW: We are a 21st century healthcare products company with a vision for making the world a healthy and a happy family. Our mission is to produce innovative healthcare products that purify the water we drink, the food we eat and the air we breathe, thus help people live healthier. For us, bringing healthcare products to you is more than just a business, it is a passion. In fact, the most prominent purpose of our existence.

Pioneer in bringing revolutionary Reverse Osmosis (RO) technology to India, KENT started its operations from Noida, India in 1999. Despite a humble beginning, today KENT is a strong organization with offices spread across India. Most importantly, today KENT has lakhs of satisfied customers to its credit worldwide. NEED FOR WATER PURIFIER :

Due to climatic changes, draughts, industrial wastes & alarming levels of salinity sources like rivers, catchments and reservoir systems are under dire stress resulting in the deteriorating water quality day by day.

Due to the increased pollutants, river water is getting contaminated with dissolved impurities, bacteria and viruses.

21

Since the rivers are not able to fulfil the drinking water demands, municipal corporations supply water from ground-wells, which generally contain high levels of dissolved impurities (Hard & Khaara water).

In the regime of multi-storied buildings one does not get running tap water supply from the municipal corporation. Instead the water is stored in overhead storage tanks first - a breeding ground for unwarranted bacteria & viruses.

Although the water treatment plants meet 'The Safe Drinking Water Standards', still water collects the pollutants while traversing the network of pipelines enroute to your tap.

Most common dissolved impurities found in water are the salts of Iron, Arsenic, Fluorides, Nitrates, pesticide, insecticides, etc.

Thus, the water supply which one gets in kitchen needs better purification before it can be consumed for drinking. KENT TECHNOLOGY:

But the irony is that most of the systems available in market target only a select type of contaminants and are completely ineffective against other impurities especially 'dissolved impurities'. Thus, it is important for you to investigate a little before choosing a water purifier. In fact the most important thing to probe is the purifying techniques that will provide your family 100% pure and healthy water, free from dissolved impurities while maintaining essential minerals.

Boiling

Water

It is the most common technique used to purify water during the rainy season. Some of the water purifiers are also based on electronic boiling. Boiling water can destroy bacteria & viruses but it fails to remove dissolved impurities like pesticides, rust and harmful salts. The logic is simple - if you boil water containing dissolved sugar/salt, the water will 22

remain sweet/salty only. Thus boiling does not remove dissolved impurities from boiled water which can still affect our health.

Conventional

UV

Based

Water

Purifier

Most conventional electric water purifiers work on Ultra Violet (UV) purification where water is subjected to UV rays

to kill bacteria and viruses. When used as a standalone system, they fail to remove dissolved impurities like:

Rust Pesticides Arsenic Fluoride Heavy Metals Salts Harmful Chemicals

RO

Water

Purifier

Reverse Osmosis (RO) is a new technology being used for past few years to purify drinking water.

23

Removes dissolved impurities along with bacteria and viruses from drinking water.

However removes essential natural minerals as well and may make water bitter and aggressive.

Within 6 to 8 months of usage, the pores of RO Membrane tend to get enlarged, allowing bacteria and virus to easily pass through, making purified water infected and unfit to drink.

KENT PRODUCTS:
MINERAL RO WATER PURIFIERS
KENT Grand+ KENT Pearl KENT Excell+ KENT Pride KENT Super+ KENT Wonder KENT Elite KENT Elite - ll

UF GRAVITY WATERPURIFIER S KENT Smart KENT Gold+ KENT Gold KENT Gold Optima KENT Gold Cool KENT Crystal

1
3

2
4

UV TECHNOLOGY WATER PURIFIERS

KENT Maxx KENT Ultra

UF TAP WATER PURIFIERS

KENT Tap Guard

24

KENT OZONE WATER PURIFIER TY500 WATER PURIFIER TY 100B

KENT OZONE

Remove Harmful Chemicals, Insecticides & Germs From Fruits, Vegetables & Meats

Installation

Suitable

for

mounting

on

kitchen

wall 25

Features

Based on Ozone technology with an exceptional power to kill Bacteria, Viruses, Fungus and other Pathogens

Effectively oxidizes residual chemicals and Bacteria from surface of vegetables & fruits

Helps in cleaning antibiotics and hormones that invariably remain in meat, fish & other seafoods

Sleek and modern design Does not require any service and change of part

How to Use

Simply put the vegetables, fruits or meat in a bowl filled with water & drop the ozone tube into the bowl.

Set automatic timer as per requirement (15 to 30 minutes) After ozonisation rinse fruits and vegetables with pure water

Specifications Voltage Rated Dissipation Timer Options Ozone Output Size Weight Noise 15 min/ 30 min 200 mg/ hr L260 W145 H150 (mm) 1723gm Less than 45db 230V AC 50/50 Hz Power 13 Watt

26

Output Pressure Operating Temperature

> = 0.15kg/ cm2 0 40o C

100% Family - Magazine Ad Water 2 Ad

How Pure Is Your Purified

How Pure Is Your Purified Water 2 - Ad

27

KENT RO SIGNS BOMAN IRANI AS THE BRAND AMBASSADOR FOR ITS NEW PRODUCT KENT TAP 21 Dec 2010 GUARD

KENT ROs POWER OF PURE WATER CROSSES 1 LAKH FANS ON FACEBOOK IN RECORD 4 MONTHS 27 Oct 2010

KENT

LAUNCHES

SUPER+,

A OF

POTENT

COMBINATION AND

TECHNOLOGY 06 Oct 2010

DESIGN

KENT 06 Jun 2010

PEARL

LAUNCHED

KENT

RO

SYSTEMS

LTD NEW

INAGURATES

MANUFACTURING FACILITY AT ROORKEE 06 May 2010

28

First Name : Last Name : City : State : Country : Contact Number : Email ID : Products :

KENT Grand+ KENT Excell+ KENT Pearl KENT Supreme KENT Pride KENT Ultra KENT Elite Autosoft 366 Autosoft 255 Kent Water Pressure Boosting System

Machine Serial No : Invoice Date :

Day

LITERATURE REVIEW
29

ADVERTISING
Definition: Information provided about a product by a company to promote or maintain sales, revenue, and or profit. Advertising is often an explicit method of signalling that sellers use to provide information to buyers. The primary objective of advertising from the sellers perspective is to increase (or at least maintain) demand for a product. To accomplish this objective advertising provides buyers with two important types of information -- prices and product quality. According to Ellis (2000), popular culture offers frameworks of explanation that help us work through major public and private concerns of society. This intricate set of frameworks is often developed and maintained by a set group of individuals. Celebrities, models, and athletes often lead the way when determining basic guidelines for acceptable practices in society. The influence of these individuals, specifically celebrities, can be seen most often in younger generations. As young adults mature, they begin to develop a strong sense of independence. With this new found self-identity, many adolescents look to media outlets for guidance in establishing social norms and behaviors. It is extremely evident that media outlets have the power to create meaning. Image advertisements in particular have the power to create a set of frames that perpetuate ideological hegemony. Ideology is a culmination of social beliefs and values that are upheld by members of society. Hegemony is the power or dominance that one social group holds over others (Lull, 1995). Ideological hegemony is a concept that describes an intertwined system of everyday realities that are created by dominant individuals. As a result, ideological hegemony can often go undetected by common members of society. The American Marketing Association has adopted the following as a definition of advertising. "Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." As advertising is paid for it is a commercial transaction. It is non-personal, which means that advertising messages are directed at a mass audience and not directly at individuals. One might want to say that the ultimate purpose of advertising is to increase sales and profits; however, you cannot increase sales unless the market is more aware of the product. So it would appear that increasing 30

awareness is the overall aim of marketing. Increasing awareness also means to develop a brand name, since distinctive products can only be identified by the public by means of their brand.

DEFINITION OF SALES PROMOTION According to J.k willis Sales promotion includes incentive-offering and interest-creating activities which are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing. The purpose of sales promotion is to stimulate, motivate and influence the purchase and other desired behavioral responses of the firms customers. According to B.ewing An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods. According to kwarl A. peterStimulation exhibitions or trade of sales achieved shows, games, and

through contests, demonstrations, discounts, giveaways, point-of-sale displays similar activities.

and merchandising,

special offers,

2.2 CONCEPTUAL FRAMEWORK

31

SALES AND PROMOTION Sales promotional activities: Promotion is true that products are manufactured to satisfy the needs of the consumers. But alone is not enough. Today the responsibility of the manufacturers does not cease with physical production whatever may be the nature of the product. The present day marketers are consumer oriented where it is the duty of the manufacturers to know from where, when, how and what price the products would be available. Successful marketing consists in offering the right product of the right price of the right place (and time) with right promotion. In course of time, various activities came into vogue designed particularly to help easy sale of goods. These activities commonly known as promotional Mix. The marketing communication Mix also called as the Promotion Mix consists of four major tools. Advertising. Sales Promotion Publicity Personal Selling Marketing communication process: Generally marketing communication is undertaken to pass on the message of a product or sale to the ultimate consumers. Thus, there are three elements in this process. Importance of advertising: The purpose of advertising is motivating but to sell something a product, a service or an KENT. The real objective of advertising is effective communication between producers and consumers. In other words the ultimate purpose all 32

advertising is Increased awareness list of the following specific objectives of advertising. To build primary demand To introduce a price deal To inform about a products availability To increase market share To help salesman by building on awareness of a product among retailers To build brand recognition

Personal Selling The process of selling is ensured by personal selling supposed by advertising and sales promotion. Of these three methods personal selling occupies the predominant role mainly because of the personal element involves. It may be described as a personal source rendered to the community in connection with marketing of goods. It is a marketing process with which consumers are personally persuaded to by goods and services offered by a manufacturer. Features: It helps to establish a cordial and obi ding relationship between the organization and its customers. It is a creative art. It creates wants a new. It is a science, in the sense that One human mind influences another human mind. Personal selling imparts knowledge and technical assistance to the consumers.

SALES PROMOTION: 33

Promotion includes all those functions which have to do with the marketing of a product all other activities designed to increase and expand the market. But it is clearly distinguished from advertising and personal selling, through basic aim or all the three is one and the same viz., to increase the volume of sales. Sales Promotion: Contests, Sweep stakes, Lotteries Premiums Sampling Fairs and Trade shows Exhibits Demonstrators Couponing Low interest Financing Sales promotion in a specific sense refers to those sales activities that supplement both personal selling and advertising and co-ordination ate them and help to make them effective, such as displays, shows and expositions, demonstrations and other non recurrent selling efforts not in the ordinary routine. In a general sense the sales promotion includes personal selling, advertising and supplementary selling activities. Evaluation of sales promotion: Two decades ago, there was no agreement among the marketing people that there was a separate sales promotion function. In those days, promotion was a share- run to gain a short run good. The importance of sales promotion is modern marketing has increased mainly an account of its ability in promoting sales and preparing the ground for future expansion. The main objective of sales promotion is to attract the prospective buyer towards the product. 34

Publicity: The publicity is derived as Any form of commercially significant news about a product, and institution, a service, or a person published I a space or radio i.e. not paid for by the sponsor. In short advertisement is paid form of publicity. It is to be noted here that though the terms ADVERTISING AND Publicity or differences in the field of marketing, both are used interchangeably. The media are broadly classified into direct indirect. Direct method of advertising refers to such methods used by the advertiser with which he could establish a direct contact with the prospects. Most of the media are indirect in nature EX: Free Publicity, cinema, etc. Press publicity: This remains the most popular method of publicity to day. News papers and magazines have become a part of cultural and political life of the people. Now press publicity takes two forms. 1. News Papers, 2. Magazines. News papers: The abbreviation for news papers is North. East, West, South past and present event report. News papers are bought largely for their news value. As such they are appropriate for announcing new products and new development of existing products. Because of their frequency of publication, they are also well suited to opportunity makers, the various advantages may be summed up as follows: They reach nook and corner, so their coverage is high. High frequency enables speedy preparation and publication of advertisement.

35

 News papers offer a lot of flexibility. According to the convenience and necessity of the advertises the shape and size of advertisement could be changed. Advertising in news papers is a cheap method of advertising from the company point of view. The news papers advertising sponsor four kinds of advertising Classified advertisement EX : House for sale etc., General advertisement Teaser advertisement News type advertisement Magazines: Another media under press publicity is magazines, and journals. They also offer good facility because magazines are read leisurely when the reader mentally prepared to receive the advertisement. Magazines are periodicals (periodicals of publication is regular) but different from news papers in two respects. One is that it pre-selects, its readership through the nature its content: as mentioned above they are read leisurely magazines, as a group may be subdivided from the point of view of advertisers as follows :

RESEARCH METHODOLOGY
36

One of the important tools for conducting marketing researching is the availability of necessary and useful data. Data collection is more of an than science the methods of marketing research are in a way the methods of data collection. The sources of information fall under two categories.

Internal sources: Every company has to keep certain records such as accounts, records, reports, etc., these records provide sample information which can organizations usually keeps collecting in its working.

External sources: When internal records are insufficient and required information is not available, the organizations will have to depend on external sources. The external sources of data are:

Primary source of data: Primary data are data gathered for a specific purpose or for a specific research report. For systematically collecting the data the closed end questionnaire is used. The questionnaire consists of questions relating to various aspects of the study for proper data collection the questionnaire is divided into 2 sections. Both the sections are meant for the respondent only

Secondary source of data Secondary data are data that are collected for another purpose and already exist somewhere. Data pertaining to company is collected from company web site company catalogues and magazines. The company profile gives a detailed report of history various products manufacture by its etc.

3.1 NEED FOR THE STUDY

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Marketing occupies an important place in all stages of economic life the days of barter system. But today marketing is an a complex stage modern marketing covers all business activities in order to create certain demand product planning, distribution, sales that facilitates the entire marketing process. Many of the customers are not aware of the problem in the distribution network and its impact on creating the troubles for the dealers and the present analysis will be highly useful to improve awareness among them in this direction 3.2 OBJECTIVES OF THE STUDY To know the customer opinion about tariff rates of KENT water purifiers To know the influencing factors of KENT To identify the customers awareness level regarding the advertisement and how the services of KENT To find out the right media for advertising of water purifiers in the view of customers. To know the impact of advertisement on customers and on sale.

3.3 METHODOLOGY OF RESEARCH:

Survey method: A survey is a complete operation, which requires some technical knowledge survey methods are mostly personal in character. Surveys are best suited forgetting primary data. The researcher obtains information from the respondents by interviewing them. Sampling: It is not always necessary to collect data from whole universe. A small representative sample may serve the purpose. A sample means a small group should be emanative cross section and really representative in character. This selection process is called sampling. Sample size: 38

Samples are devices for learning about large masses by observing a few individuals. The selected sample is100 Sampling plan: 1. SAMPLING UNIT 2. SAMPLING PROCEDURE -The business people, professionals are survived - Stratified random sampling method is chosen.

The data collected from both the primary and secondary sources is tabulated and presented in a systematic from prior to classification and interpretation. METHOD OF SAMPLING: Random sampling method: The method adopted here is random sampling method. A random sample is one where each item in the universe has as equal chance of known opportunity of being selected.

Research instrument:
Questionnaire: A Questionnaire is carefully completed logical sequence of question directed to a define objective. It is the out line of what information is required and the framework on which the data is built upon. Questionnaire is one commonly used in securing market information that its preparation deserves utmost skill and care.

Forms of questions:
Open ended questions: They are descriptive in nature. Respondents are allowed to answer in their own words. product. Such questions buying the actual opinion of the respondent regarding a

Closed ended questions:

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They are not descriptive in nature. They will be given certain choices and the respondents have to choose choice among them. They make analysis easy but sometimes they restrict the respondents choices.

Types of closed ended questions:

DICHOTHAMS: MULTIPLE CHOICES: RATING SCALE: a question offering two answers choice. a question offering four choices. a scale that rates some attributes from poor to excellent.

3.4 LIMITATIONS OF THE STUDY

Time is the main limitation for the study, as project was restricted only for 1 month The methods used in this project are random sampling methods and results obtained may not be accurately fully accurate and believable. The customers responded during the survey were possessing primary education and their views would not be able to provide the required information. The analysis is purely based on closed ended questions and due their deliberate manipulation, important information may be lost and even barriers of communication would cause a limitation

1) influenced you to take Kent mineral RO water purifier? 40

Table1:

FACTORS Print media Electronic media Relatives/friends Other channels TOTAL

NO. OF RESPONDENTS 29 35 32 4 100

PERCENTAGE 29% 35% 32% 4% 100%

influence factor
40 35 30 25 20 15 10 5 0 percentage

no.of respondents

opinion

Graph1 Interpretation: In the above table29 (29%) of the respondents said, they are influenced to take Kent minerals purifier by print media 35(35%) by the electronic media, 32(32%) by the, relatives /friends 4(4%) by other channels .more number of people (deci) influenced to purchase Kent product by electronic media

2) Satisfaction about Kent promotional activities.. 41

Table2:

FACTORS Excellent Good Average Poor TOTAL

NO. OF RESPONDENTS 32 42 24 2 100

PERCENTAGE 32% 42% 24% 2% 100

satisfactional levels
45 40 35 30 25 20 15 10 5 0 Excellent good average opinion poor

percentage

no.of respondents

Graph 2 Interpretation: In the above table 32% of the respondents said, they are satisfied with Kent promotional activities and given as excellent rate ;42(42%)said good ,24(24%)said average 2(2%)said poor. More number of people given the Kent promotional activities range is good only.

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3) Water purifier you prefer by seeing advertisement..

Table 3: FACTORS Kent eureka Forbes ion exchange Other TOTAL NO. OF RESPONDENTS 50 31 17 2 100 PERCENTAGE 50% 31% 17% 2% 100

60 50 percentage 40 30 20 10 0 Kent

preference

no.of respondents eureka Forbes ion exchange other

opinion

Graph 3

Interpretation: From the above table it is observed that 50% of the respondents prefer the Kent 31% of the respondents prefer eureka Forbes 17%oof the respondents prefer ion exchange (or) pure it 2%of the respondents prefer the others.

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4) Kent advertisement in print media?

FACTORS Excellent Good Average Poor TOTAL

NO. OF RESPONDENTS 39 46 13 2 100

PERCENTAGE 39% 46% 13% 2% 100%

advertisement in print media

50 45 40 35 percentage 30 25 20 15 10 5 0 Excellent good average opinion poor no.of respondents

Graph 4 Interpretation: In the above table 39% of the respondents are said Kent advertisement is excellent in print media 46% of the respondents are said well (good) 13% of the respondents are said average 2% of the respondents are said poor

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5) Kent advertisement in electronic media..

Table 5:

FACTORS Excellent Good Average Poor TOTAL

NO. OF RESPONDENTS 45 48 5 2 100

PERCENTAGE 45% 48% 5% 2% 100%

advertisement in electronicmedia
60 50 percentage 40 30 20 10 0 Excellent good average opinion poor no.of respondents

Graph 5 Interpretation: From the above table it is observed that 45% of the respondents are said Kent advertisement is excellent in electronic media 48% of the respondents are said well (good) 5% of the respondents are said average 2% of the respondents are said poor

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6) Media you prefer for advertising..

Table 6:

FACTORS Print media Electronic media Hoardings Other channels TOTAL

NO. OF RESPONDENTS 35 45 18 2 100

PERCENTAGE 35% 45% 18% 2% 100%

prefer for advertising

50 45 40 35 30 25 20 15 10 5 0 Print media Electronic media opinion hoardings Other channels

percentage

no.of respondents

Graph 6 Interpretation: From the above table I found that35% of the respondents are opinioned the (electro)print media for advertising Kent water purifier 45%of the respondents they go for electronic media 18%of the respondents prefer hoardings 2%of the respondents prefer other channels.

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7) prefer outdoor for advertisement.. Table 7: OPTIONS Yes No TOTAL NO.OF RESPONDENTS 69 31 100 PERCENTAGE 69% 31% 100%

80% 70% 60% 50% 40% 31% 30% 20% 10% 0% Yes No 69%

Graph 7

Interpretation: From the above table illustrates the preference of the customers for outdoor advertising of Kent water purifier .69%of the respondents answered yes. And 31% said no for outdoor media. It shows us that most of the customers prefer the outdoor media

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8) Influenced through the outdoor media?

Table 8: FACTORS Very much influenced Influenced Satisfied Not satisfied TOTAL NO. OF RESPONDENTS 34 22 42 2 100 PERCENTAGE 34% 22% 42% 2% 100%

influence through outdoor media

45 40 35 30 25 20 15 10 5 0 Very much influenced Influenced opinion Satisfied Not satisfied

percentage

no.of respondents

Graph 8 Interpretation: From the above table it is observed that 34% of the respondents are very much influenced through outdoor 22% of the respondents influenced through outdoor 42% of the respondents are satisfied 2% of the respondents are feelings not satisfied (or) influenced by outdoor media

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9) Have you preferred Kent product in what way? FACTORS Price technology service design TOTAL NO. OF RESPONDENTS 18 35 21 26 100 PERCENTAGE 18% 35% 21% 26% 100%

Table 9:

preference for kent

40 35 30 percentage 25 20 15 10 5 0 Price technology service opinion design no.of respondents

Graph 9 Interpretation: It can seen from the above table that from the total sample, price 18(18%), technology35 (35%) services 21(21%), design26 (26%) are willing to prefer Kent product. From the above table information we can observe that most of the respondents say they prefer Kent product by seeing technology 49

10) choosing Kent mineral RO product..

Table10: FACTORS Best technology Best models Brand awareness Brand promotions TOTAL NO. OF RESPONDENTS 30 33 25 12 100 PERCENTAGE 30% 33% 25% 12% 100%

choosing kent product

35 30 percentage 25 20 15 10 5 0 Best technology best models brand awareness brand promotions no.of respondents

opinion

Graph 10 Interpretation: From the above table we can observed that, 30% of respondents are choosing Kent product for best technology 33% of respondents are choosing by best 25% of respondents are choosing by best brand awareness 9% of customers are choosing by brand promotions

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11) How you contacted with Kent authorized franchisees?

Table11: FACTORS By seeing paper ads Call to toll free Just dial Others TOTAL NO. OF RESPONDENTS 27 40 24 9 100 PERCENTAGE 27% 40% 24% 9% 100%

contacts
50 percentage 40 30 20 10 0 By seeing paper Call to toll free ads opinion Just dial Others no.of respondents

Graph 11

Interpretation:

It can see from the above table that from t5he total samples. By seeing paper ads 27 (27%) call to toll free40 (40%), just dial 24(24%), other 9(9%) are contacted with Kent authorized franchises. From the above table we can observe that most of then contacted by calling call to toll free.

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12) Rate the company schemes for customers.. Table 12:

FACTORS Excellent Good Average Poor TOTAL

NO. OF RESPONDENTS 33 35 30 2 100

PERCENTAGE 33% 35% 30% 2% 100%

40% 35% 30% 25% 20% 15% 10% 5% 0% Excellent Good Average Poor 2% 33% 35% 30%

Graph 12 Interpretation: From the above table, it informs that 33% of respondents rate company schemes as excellent 35% of respondents said well (good) 33% of respondents said average 2% of respondents said poor

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13) brand ambassador for Kent mineral RO water purifier in A.P?

Table 13:

OPTIONS Yes No TOTAL

NO.OF RESPONDENTS 61 39 100

PERCENTAGE 61% 39% 100%

70% 61% 60% 50% 40% 30% 20% 10% 0% Yes No 39%

Graph 13 Interpretation: Out of the100 samples we observe 61% of the people said yes for other ambassador in A.P 39% of them said number for other ambassador in A.P Most number of customers said yes for other brand ambassador in A.P

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14) warranty given by Kent mineral RO water purifier..

Table14: OPTIONS NO.OF RESPONDENTS Yes No TOTAL 73 27 100 73% 27% 100% PERCENTAGE

80% 70% 60% 50% 40% 30% 20% 10% 0%

73%

27%

Yes

No

Graph 14 Interpretation: From the above table 73% of respondents are satisfied with warranty given by Kent water purifier 27%of respondents are not satisfied Number customers are satisfied with warranty given Kent mineral RO water purifier.

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15) Have you seen Kent website? a) Yes Table 15: b) No

OPTIONS Yes No TOTAL

NO.OF RESPONDENTS 56 44 100

PERCENTAGE 56% 44% 100%

60% 50% 40% 30% 20% 10% 0%

56%

44%

Yes

No

Graph 15 Interpretation:

From the above table we can observe that 56%of the respondents have been kent website and 44(44%) are not seen Kent website Most of them have seen Kent website

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16) How is the Company website.. Table16:

FACTORS Excellent Good Average Poor TOTAL

NO. OF RESPONDENTS 37 31 32 0 100

PERCENTAGE 37% 31% 32% 0% 100%

40% 35% 30% 25% 20% 15% 10% 5%

37% 31% 32%

0% 0% Excellent Good Average Poor

Graph16 Interpretation: From the above table it informs that 37%0f respondents said company website is excellent 31%0f respondents said company website is good 32%0f respondents are partially satisfied i.e; said company website is average. Most of the respondents feel the company web site is excellent 56

17) online buying for Kent water purifiers.. Table 17: OPTIONS Yes No TOTAL NO.OF RESPONDENTS 56 44 100 PERCENTAGE 56% 44% 100%

60% 50% 40% 30% 20% 10% 0%

56%

44%

Yes

No

Graph17 Interpretation: Out the 100 samples we observe 77% of the people prefer online buying 23%of the respondents do not prefer online buying Most number of customers prefers online buying for Kent water purifier.

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18) rate the sales persons performance.. Table 18:

FACTORS Excellent Good Average Poor TOTAL

NO. OF RESPONDENTS 38 44 16 2 100

PERCENTAGE 38% 44% 16% 2% 100%

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Excellent Good Average Poor 2% 16% 38% 44%

Graph18 Interpretation: From the above table it informs that, 38%of the people are given excellent as sales persons performance. 44%of the respondents are given well (good) 16%of the respondents said average.2%of the people said poor as sales persons performance

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19) Rate sales persons demo? Table 19:

FACTORS Excellent Good Average Poor TOTAL

NO. OF RESPONDENTS 38 47 11 4 100

PERCENTAGE 38% 47% 11% 4% 100%

sales persons demo

50 45 40 35 30 25 20 15 10 5 0 Excellent Good opinion Average Poor

percentage

no.of respondents

Graph19 Interpretation: From the above table 38%of respondents rate excellent as sales persons demo. 47%of the respondents rate good as sales persons demo. 11%of the respondents rate average as sales persons demo. 4%of the respondents rate poor as sales persons demo.

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20) sales promoters..

Table 20:

FACTORS Excellent Good Average Poor TOTAL

NO. OF RESPONDENTS 39 44 16 1 100

PERCENTAGE 39% 44% 16% 1% 100%

sales promoters
50 45 40 35 30 25 20 15 10 5 0 Excellent Good opinion Average Poor

percentage

no.of respondents

Graph20

Interpretation: From the above table I found that 39% of respondents feel excellent as sales promoters, 44% of them as good, 16% of them as average and 1% of them as poor.

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21) Rate the companys performance in terms of delivery and service?

Table 21:

FACTORS Excellent Good Average Poor TOTAL

NO. OF RESPONDENTS 39 40 19 2 100

PERCENTAGE 39% 40% 19% 2% 100%

companies performance
45 40 35 30 25 20 15 10 5 0 Excellent Good opinion Average Poor

percentage

no.of respondents

Graph21

Interpretation: From the above table it informs that, 39%of respondents excellent for companys performance in terms of delivery and services, 40%of them as good .19%of them average, 2% of them as poor. Most of the respondents rates good for companys performance in terms of delivery and service

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22) Influenced by Kent RO water purifier tag line (Duniya ka sabseshudhpaani)

Table 22:

OPTIONS

NO.OF RESPONDENTS

PERCENTAGE

Yes No TOTAL

56 44 100

56% 44% 100%

60% 50% 40% 30% 20% 10% 0%

56%

44%

Yes

No

Graph22 Interpretation: Out of the 100 samples we observe 67%of the respondents are influenced by Kent tag line. 33% of the respondents are not influenced by Kent tag line. Most number of respondents is influenced by Kent tag line.

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FINDINGS:

1) 29% of the respondents said, they are influenced to take Kent minerals purifier by print media 35% by the electronic media, 32% by the, relatives /friends 4% by other channels .more number of people influenced to purchase Kent product by electronic media

2) 32% of the respondents said, they are satisfied with Kent promotional activities and given as excellent rate ;42%said good ,24%said average 2%said poor. More number of people given the Kent promotional activities range is good only.

3) 50% of the respondents prefer the Kent, 31% of the respondents prefer eureka Forbes , 17%oof the respondents prefer ion exchange (or) pure it,2%of the respondents prefer the others.

4) 39% of the respondents are said Kent advertisement is excellent in print media, 46% of the respondents are said well (good), 13% of the respondents are said average, 2% of the respondents are said poor

5) 45% of the respondents are said Kent advertisement is excellent in electronic media, 48% of the respondents are said well (good), 5% of the respondents are said average, 2% of the respondents are said poor

6) 35% of the respondents are opinioned the (electro)print media for advertising Kent water purifier 45%of the respondents they go for electronic media 18%of the respondents prefer hoardings 2%of the respondents prefer other channels.

7) The preference of the customers for outdoor advertising of Kent water purifier .69%of the respondents answered yes. Whereas 31% said no for outdoor media.It shows us that most of the customers prefer the outdoor media

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8) 34% of the respondents are very much influenced through outdoor, 22% of the respondents influenced through outdoor, 42% of the respondents are satisfied, 2% of the respondents are feelings not satisfied (or) influenced by outdoor media

9) It can seen that from the total sample, price 18%, technology35% services 21%, design26% are willing to prefer Kent product. From the above table information we can observe that most of the respondents say they prefer Kent product by seeing technology

10) 30% of respondents are choosing Kent product for best technology, 33% of respondents are choosing by best models, 25% of respondents are choosing by best brand awareness 12% of customers are choosing by brand promotions

11) By seeing paper ads27% call to toll free 40 %, just dial 24%, other 9% are contacted with Kent authorized franchises. From the above table we can observe that most of then contacted by calling call to toll free.

12) 31% of respondents rate company schemes as excellent, 35% of respondents said well (good), 32% of respondents said average, 2% of respondents said poor

13) Out of the100 samples, 61% of the people said yes for other ambassador in A.P, 39% of them said number for other ambassador in A.P Most number of customers said yes for other brand ambassador in A.P

14) 73% of respondents are satisfied with warranty given by Kent water purifier 27%of respondents are not satisfied Number customers are satisfied with warranty given Kent mineral RO water purifier.

15) 56%of the respondents have been kent website and 44% are not seen Kent website Most of them have seen Kent website

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16) 37% 0f respondents said company website is excellent, 31% 0f respondents said company website is good, 32% 0f respondents are partially satisfied i.e; said company website is average. Most of the respondents feel the company web site is excellent

17) 77% of the people prefer online buying, 23%of the respondents do not prefer online buying Most number of customers prefers online buying for Kent water purifier. 18) 38% of the people are given excellent as sales persons performance., 44% of the respondents are given well (good), 16% of the respondents said average, 2% of the people said poor as sales persons performance 19) 38%of respondents rate excellent as sales persons demo., 47%of the respondents rate good as sales persons demo. 11%of the respondents rate average as sales persons demo. 4%of the respondents rate poor as sales persons demo. 20) 39% of respondents feel excellent as sales promoters, 44% of them as good, 16% of them as average and 1% of them as poor. 21) 39%of respondents excellent for companys performance in terms of delivery and services, 40%of them as good .19%of them average, 2% of them as poor. Most of the respondents rates good for companys performance in terms of delivery and service

22) 67%of the respondents are influenced by Kent tag line. 33% of the respondents are not influenced by Kent tag line. Most number of respondents is influenced by Kent tag line

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Suggestions: Go for good promotional campaigns which help in building the brands and help the company to bang its product in the market. Company can also think of setting up exclusive Georgia outlets. This will help the company in building the brand image. (just like coffee day). Company can use local print media for giving advertisement of the KENT to create mass awareness. The Company should improve their sales promotion activities A celebrity in A.P should be taken as a brand ambassador, to create awareness among the customers.

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