EXECUTIVE SUMMARY

The brand awareness and image of a business are dynamic to its success. As consumers,
they don't really think about the importance of branding. They just seem to go with the
drift of brand names that have become synonymous with their daily living. The impact of
a name supports the importance of branding when the firms promote their business.

WIIZLED Lights & Electricals LLP, a BIS & ISO-9001-2015 Registered Company, is a
leading venture of RED ROSE GROUP - A Diversified & Trusted Group of South India.
After creating an innovative presence in the markets of UAE, KSA, OMAN, EGYPT,
QATAR and KUWAIT, they are now organized to cast the footprints in the Indian lights
market. To give a bang off to the promising undertaking in India, they have a new
operational modern factory at Mankhal IDA, Hyderabad, Telangana. They are dedicated
to delight their customers with a widespread business experience, quality assurance, and
devotion to industry standards offering an improved consumer experience.

The project highlights on the subject of “The measurement of brand awareness and brand
perception” The main purpose of the study is to determine the brand image, perception,
attitudes and behavior of the target audience with respect to the corporate WIIZLED Lights
& Electricals LLP brand as well as the products and behavior of the WIIZLED Lights &
Electricals LLP. It also represents the purchasing pattern of customers towards the brand.

The research methodology implemented for this study is descriptive. A descriptive study
is undertaken in order to determine and be able to define the characteristics of the variable
of interest in a situation. The data is concerned with structured questionnaire that was used
to collect the primary data. The sampling technique involved in this research is stratified
sample, and the questionnaires are distributed to a sample size of 50 to 75.

Analysis techniques are used to find finding and organize information in a logical sequence
from the raw data collected. The tools used for analysis include Charts, Percentage,
Analysis, and Interval estimation.

i
From this study we can come to decision that high level of brand awareness is a significant
driver with regard to influencing purchasing behavior. Most customers believe that the
branded products will have a good quality, the opinion about the branded products will
always be positive among the customers. This research clearly tells that branded products
are always status connected and improves the sales of the products. WIIZLED Lights &
Electricals LLP has to develop actions to enhance the brand imagery that this group
associates with the company’s brand positively. The actions should lead to long-standing
strategic and market-related benefits (e.g. market share) for the company within the target
audience of this study.

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 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE

 To measure the brand awareness and brand perception of WIIZLED Lights and
Electricals.

SECONDARY OBJECTIVE

The following are considered to be the secondary objectives of this research study:

 To measure the brand image, perceptions, attitudes and behavior of the target
audience with regard to the corporate WIIZLED Lights & Electricals LLP as well as
the products and personality of the WIIZLED Lights & Electricals LLP.
 To measure the value drivers for the target audience when purchasing electrical
products.
 To understand the results of the measurements based on statistical analysis.

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 RESEARCH METHODOLOGY

INTRODUCTION

Research refers to search for information. In other words, research is well-defined as a

careful examination or review especially through for new facts in any division of
knowledge.

Research Methodology is one of the important aspects of any plan. This gives a clear- cut
view of method used while gathering the information needed for the completion of the
report.

a) Type of Study: Study used is exploratory & descriptive (Cross-Sectional Study)

b) Data Collection: Source of Data: Two types of data sources is taken into consideration.

DATA TYPES

Data collection is the method of gathering and computing information on variables , it is

an established orderly manner that enables to answer stated research questions, test
hypotheses, and evaluate outcomes.

The two main types of data used for the present study have been primary data and
secondary data.

A) PRIMARY DATA:

Primary data is collected in the method of questionnaire. Through the questionnaire which
consists of a number of questions printed in a certain order on a set of forms, the
respondents were likely to read and understand the questions itself. The respondents should
answer the questions on their own and according to their perception.

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 B) SECONDARY DATA:

Secondary data consists of information that already exists. The data have been collected
for specific purpose in the study. The secondary data for this study was collected from
various books, internet etc.

The methodology adopted to gather the primary data was interview schedule, which
includes a structured questionnaire to be given to the respondents, the respondents would
be shown by the interviewer to fill the questionnaire and direct observation method was
also implemented.

C) SAMPLING DESIGN

Research design is the basis or plan for a study that guides the collection and analysis of
the data. It is a map or blue print according to which research is to be conducted. The
research design is given below,

A) NATURE OF RESEARCH: The research design followed for this study is descriptive
research for analyzing the collected data, an in-depth research analysis was framed and
various statistical tools and techniques were also used for the purpose.

B) DESCRIPTIVE RESEARCH : Descriptive research contains surveys and fact-

findings enquiries of different kinds. The main purpose of descriptive research is
description of the state of affairs as it occurs at present. The methods of research utilized
in the descriptive research are survey methods of all kinds, including comparative and
correlation methods.

D) SAMPLE SIZE

The organization have to decide how many elements of the target population are to be
chosen. I have chosen a sample size of 75 to 100 respondents.

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E) TOOLS USED FOR THE ANALYSIS

The statistical tools used for analysis are

 Pie- charts and bar graphs

 SPSS.
 MS Excel.

PERCENTAGE ANALYSIS: Percentage analysis refers to a distinct kind of ratio.

Percentages are used in making evaluations between two or more series of data.
Percentage tells the data figure with the base figure studied.

𝐃
= 𝐍 × 𝟏𝟎𝟎

Where, d = number of respondents

n = base or the sample group

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 LIMITATIONS OF THE STUDY

1. Sample Size

A higher sample size of 75 to 100 units was desired but later reduced due to size of the
questionnaire. Survey area selected is Hyderabad. Rural inhabitants is not been considered
for this survey.

2. Reliability:

Market Research conducted is not a comprehensive solution to any marketing issue as there
are countless dominant variables among research conclusions and market response. There
was unwillingness on part of the respondents to fill the questionnaire which had influenced
the results

3. Costs:

Vast cost are involved in the marketing research. The firm do not have the ability to carry
wide surveys for collecting primary data, and might not also able to hire particular market
experts and research activities to collect primary data. However, in this case, they go for
obtaining secondary data which is cheaper to obtain.

4. Problem of Rapid Change:

The market is characterized by tremendous changes. Whatever is applicable or relevant

today is outdated tomorrow. Research results or outcomes available after the specific time
period seem unrelated or meaningless. Due to quick changes, marketing research cannot
serve the purpose.

5. Subjective or Biased Result:

When people are involved, a completely bias-free response or result is not possible. Effect
of personal value, prejudice, attitudes, needs, and other socio-cultural factors affect the
objectivity of research unfavorably. Bias may lead to complete confusion.

vii
 6. Restriction

The study was restricted to respondents above age 20 living in the city of Hyderabad.
Therefore, the results need not be generalized to all sections or age or categories of people.

viii
 LITERATURE REVIEW

1. According to Jagdish N. Sheth (1968) , in the paper, “A Factor Analytical Model

of Brand Loyalty”, The factor analysis as a process of estimating limits, a practical
model of measuring brand loyalty for individual consumers based on frequency and
pattern of purchases is presented. The resulting probabilities would then be
functions of both frequency and pattern (history) of purchases because brand
loyalty scores are themselves based on both frequency and pattern of purchases.
Despite of some limits, the method seems larger to stochastic models for generating
strong measures at the separate level. Reviews in brand loyalty are controlled
though it is an comprehensive area to explore complete reviews and it may deviate
from the title.

2. Deepak and Agarwal (1996) , in their investigation study, “Effect of Brand

Loyalty on Advertising and Trade Promotions: A Game Theoretic Analysis with
Empirical Evidence”, In this paper the writers studied the issue of balancing media
advertising (pull strategy) and trade promotions (push strategy) for manufacturers
of consumer packaged goods. The study shows that, if one brand is sufficiently
stronger than the other and if advertising is cost effective, then the stronger brand
loyalty needs less advertising than weaker brand loyalty, but a greater loyal segment
requires more advertising than a smaller loyal segment. The study indicates that the
retailer promotes the stronger loyalty brand more often but provides a smaller price
discount for it compared to the weaker loyalty brand. According to the research, the
stronger brand plays "offensive" by using more trade promotions, and the weaker
brand plays "defensive" by emphasizing advertising. The results illustrates that, the
retailer promotes stronger loyalty brands more often but provides a smaller price
discount on average for them when compared to weaker loyalty brands.

3. Peter J. Danaher, Isaac W. Wilson and Robert A. Davis (2003) , in their report
paper, “A Comparison of Online and Offline Consumer Brand Loyalty”, the

ix
 authors’ compared consumer brand loyalty in online and traditional shopping
environments for over 100 brands in 19 grocery product categories. The outcomes
show that observed brand loyalty for high market share brands bought online is
knowingly better than expected, with the opposite result for small share brands. In
difference, in the traditional shopping environment, the difference between
observed and predicted brand loyalty is not connected to brand share. They also
compared the observed loyalty with a baseline model, a new segmented Dirichlet
model, which has hidden classes for brand choice and offers a very precise model
for purchase behavior.

4. Hilgenkamp & Heather (2009) , conducted a research study in the topic, “Brand
equity: Does the brand name or price affect perceptions of quality?”, This mission
included the studies that looked at how the brand name and price of consumer
products can distress intended purchasing decisions. They did not directly measure
quality, participants’ purchase intentions were based on their perceived quality for
consumable products. Overall, people tend to buy products based on their insights
of a brand name and the price of the product itself, as well as other variables. It is
found that when just looking at price, subjects were more likely to purchase the
cheapest product. Hence the results seems that the brand name associated with a
product can cause people to rate the quality of that product as either higher or lower
depending on the strength of the brand.

5. Xiao Tong and Jana M. Hawley (2010) in their research work in the topic,
Measuring Customer Based Brand Equity Empirical Evidence from the Sportswear
Market in China, examine practicality and applications of a customer-based brand
equity model in the Chinese sportswear market. On the basis Aaker’s conceptual
outline of brand equity, this study employed structural comparation modeling to
investigate the causal relationships among the four magnitudes of brand equity in
the sportswear industry. The results conclude that brand association and brand
loyalty are influential dimensions of brand equity. Weak provision was found for
the perceived quality and brand awareness dimensions. This research demonstrates

x
 that sportswear brand managers and marketing planners must study the comparative
importance of brand equity in their overall brand equity evaluation, and should
think their efforts primarily on building brand loyalty and image.

6. Norzalita Abd Aziz & Norjaya Mohd Yasin (2010) in their study on Analyzing
the Brand Equity and Resonance of Banking Services: Malaysian Consumer
Perspective focuses on the conceptual framework of this study and is based on
customer-based brand equity called the Brand Resonance model, which comprises
six building blocks, namely, brand salience, brand performance, brand imagery,
brand judgment, brand feelings and brand resonance. The frequent regression
results show that only Brand Feelings, Brand Judgments and Brand Performance
have an important influence on Brand Resonance. The outcomes specify that there
is a strong, positive and important relations between brand performance and brand
judgment, and between brand performance and brand feelings, also between brand
performance and brand quality, brand judgment and brand resonance as well as
between brand feelings and brand resonance.

7. Arthur W. Allaway, Patricia Huddleston, Judith Whipple and Alexander E.

Ellinger (2011) in their paper, Customer-based brand equity, equity drivers, and
customer loyalty in the supermarket industry stated that the purpose of this research
is to determine consumer-based brand equity in the supermarket industry and
identify the strategy drivers related with levels of brand equity for consumers’
typically patronized supermarkets. The research is the first to link consumer-based
brand equity and the supermarket branding efforts that drive it for specific retail
brands. In the market with frequent adoptions in closely all market areas and low
switching costs, positive branding can interpret into emotional commitment,
shopping loyalty, and even person-to-person promotion of the brand to others.

8. Chieng Fayrene Y.L. and Goi Chai Lee, (2011) in their research study on
“Customer based brand equity: A literature review” projected that, Brand equity is
an idea born in 1980s. A conceptual basis for determining customer based brand

xi
equity is developed to provide a more integrative conceptualization of brand equity.
It has formed an intense interest amongst business strategists from a wide variety
of businesses as brand equity is closely related with brand loyalty and brand
extensions. Moreover, successful brands provide competitive advantages that are
critical to the achievement of companies. Brand equity has been considered from
financial and customer-based perspectives. The aims of this research is to review
the magnitudes of customer based on brand equity by drawing together
components from various literature and practical studies made within the area of
customer-based brand equity.

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xiii
 CHAPTER I:
INTRODUCTION TO
THE TOPIC

1
INTRODUCTION

The word brand defines different things to the various roles of buyer and seller, with buyers
usually relating the brand with a product or service, and dealers connecting the brand with
identity. A brand can also recognize the company behind the specific product — “that’s
not just a biscuit, that’s Britannia biscuit”. The use of brand puts a “face” behind the name,
so to speak, even if the “face” is the result of advertising copy and television commercials.
The use of the brand also says nothing of quality, just the buyer’s exposure to the brand’s
PR and media hype. The method of branding contains taking everything good about the
company, optimistic shopping experience, expertise, superior service, product knowledge,
whatever the company chooses is important for a customer to believe about the company
and covering these characteristics into a package that can be suggested by the brand as a
signifier.

BRAND AWARENESS

Brand awareness refers to the extent to which customers can recall or recognize a brand.
Brand awareness refers to the extent to which customers can recall or recognize a brand.
Brand awareness is an important aspect in consumer behaviour, advertising management,
brand management and strategy development. The consumer’s ability to identify or recall
a brand is vital to purchasing decision-making. The purchasing process cannot proceed
unless a consumer is first aware of a product category and a brand within that category.
The word awareness does not essentially mean that the consumer must be able to recall a
specific brand name, but they must be able to recall sufficient distinguishing features for
purchasing to proceed. For example, suppose a consumer asks her friend to buy her some
gum in a “blue pack”, the friend would be likely to know which gum to buy, even though
neither friend can remember the exact brand name at the time.

Brand consciousness is a key indicator of a brand’s competitive market performance. The

importance of brand responsiveness in consumer purchasing decisions, marketers have
developed several metrics designed to determine the brand awareness and other measures
of brand well-being. The metrics are collectively known as Awareness, Attitudes and
Usage (AAU) metrics.

2
To confirm a product or brand’s market success, awareness levels must be managed across
the entire product life-cycle from the launch of product through to market decline. Many
marketers frequently monitor the brand awareness levels, and if they fall below a
predetermined threshold, the advertising and promotional effort is strengthened until
awareness returns to the desired level.

IMPORTANCE OF BRAND AWARENESS

Brand awareness is linked to the purposes of brand identities in consumers’ memory and
can be measured by how well the consumers can identify the brand under several
conditions. Brand awareness is also vital to understand the consumer purchase decision
process. Strong brand awareness can be a predictor of brand success. It is an important
measure of brand strength or brand equity and is also involved in customer satisfaction,
brand loyalty and the customer's brand relationships.

Brand awareness is a key indicator of a brand's market performance. Every year advertisers
invest considerable sums of money attempting to improve a brand's overall awareness
levels. Many marketers regularly monitor brand awareness levels, and if they fall below a
predetermined threshold, the advertising and promotional effort is strengthened until
awareness returns to the desired level. Setting brand awareness goals/ objectives is a key
decision in marketing planning and strategy development.

Brand awareness is one of key brand assets that adds value to the product, service or
company. Investments in building brand awareness can lead to supportable competitive
advantages, thus, leading to long-term value.

BRAND EQUITY

The business typically identify two distinct types of brand awareness; namely brand recall
(also known as unaided recall or occasionally spontaneous recall) and brand recognition
(also known as aided brand recall). These types of awareness function in entirely different
ways with vital implications for marketing strategy and advertising.

3
TYPES OF BRAND AWARENESS

Brand recall

Brand recall is also recognized as unassisted recall or spontaneous recall and refers to the
ability of the consumers to correctly produce a brand name from memory when prompted
by a product category. Brand recall indicates a relatively strong link between a category
and a brand while brand recognition indicates a weaker link. When prompted by a product
category, most consumers can only recall a relatively small set of brands, typically around
3–5 brand names. In consumer tests, few consumers can recall more than seven brand
names within a given category and for low-interest product categories, most consumers can
only recall one or two brand names.

Research recommends that the number of brands that consumers can recall is affected by
both individual and product factors including; brand loyalty, awareness set size, situational,
usage factors and education level. For example, consumers who are involved with a
category, such as heavy users or product enthusiasts, may be able to recall a slightly larger
set of brand names than those who are less involved.

Brand recognition

Brand recognition is also known as assisted recall and refers to the ability of the consumers
to correctly differentiate the brand when they come into contact with it. This does not
essentially require that the consumers identify the brand name. Instead, it means that
consumers can recognize the brand when presented with it at the point-of-sale or after
viewing its visual packaging. In distinction to brand recall, where few consumers are able
to spontaneously recall brand names within a given category, when encouraged with a
brand name, a larger number of consumers are typically able to recognize it.

Top-of-mind awareness

Consumers will normally purchase one of the top three brands in their consideration set.
This is known as top-of-mind awareness. Thus, one of the goals for most marketing
communications is to increase the probability that consumers will include the brand in their
consideration sets.

4
By definition, top-of-mind awareness is "the first brand that comes to mind when a
customer is asked an unprompted question about a category. “When discussing top-of-
mind awareness among larger groups of consumers (as opposed to a single consumer), it
is more often defined as the “most remembered” or "most recalled” brand name(s).

A brand that enjoys top-of-mind awareness will generally be measured as a genuine

purchase option, provided that the consumer is favorably disposed to the brand name. Top-
of-mind awareness is related when consumers make a quick choice between competing
brands in low-involvement categories or for impulse type purchases.

MARKETING IMPLICATIONS OF BRAND AWARENESS

Brand awareness is closely related to the concepts of the evoked set (defined as the set of
brands that a consumer can elicit from memory when contemplating a purchase) and the
consideration set (defined as the “small set of brands which a consumer pays close attention
to when making a purchase decision”). One of the central roles of advertising is to create
both brand awareness and brand image, in order to increase the likelihood that a brand is
included in the consumer's evoked set or consideration set and regarded favorably.

Consumers do not learn about products and brands from advertising alone. When making
purchase decisions, consumers acquire information from a wide variety of sources in order
to inform their decisions. After searching for information about a category, consumers may
become aware of a larger number of brands which collectively are known as the awareness
set. Thus, the awareness set is likely to change as consumers acquire new information about
brands or products. A review of empirical studies in this area suggests that the
consideration set is likely to be at least three times larger than the evoked set. Awareness
alone is not sufficient to trigger a purchase, consumers also need to be favorably disposed
to a brand before it will be considered as a realistic purchase option.

The process of moving consumers from brand awareness and a positive brand attitude
through to the actual sale is known as conversion. While advertising is an excellent tool for
creating awareness and brand attitude, it usually requires support from other elements in
the marketing program to convert attitudes into actual sales. Other promotional activities,
such as telemarketing, are vastly superior to advertising in terms of generating sales.

5
Accordingly, the advertising message might attempt to drive consumers to direct sales call
centers as part of an integrated communications strategy. Many different techniques can
be used to convert interest into sales including special price offers, special promotional
offers, attractive trade-in terms or guarantees.

MEASURING BRAND AWARENESS

Just as different types of brand awareness can be identified, there are a variety of methods
for measuring awareness. Typically, researchers use surveys, carried out on a sample of
consumers asking about their knowledge of the focus brand or category.

Two types of recall test are used to measure brand awareness:

 Unaided recall tests: where the respondent is presented with a product

category and asked to nominate as many brands as possible. Thus, the
unaided recall test provides the respondent with no clues or cues. Unaided
recall tests are used to test for brand recall.
 Aided recall test: where the respondent is prompted with a brand name and
asked whether they have seen it or heard about it. In some aided recall tests,
the respondent might also be asked to explain what they know about the
brand e.g. to describe package, color, logo or other distinctive features.
Aided recall tests are used to test for brand recognition.
 Other brand-effects tests: In addition, to recall tests, brand research often
employs a battery of tests, such as brand association tests, brand attitude,
brand image, brand dominance, brand value, brand salience and other
measures of brand health. Although these tests do not explicitly measure
brand awareness, they provide general measures of brand health and often
are used in conjunction with brand recall tests.

BRAND AWARENESS AND HIERARCHY OF EFFECTS

Brand awareness is a standard feature of a group of models known as hierarchy of effects

models. Hierarchical models are linear sequential models built on an assumption that
consumers move through a series of cognitive and affective stages, beginning with brand
awareness (or category awareness) and culminating in the purchase decision.

6
The hierarchy of effects developed by Lavidge in the 1960s is one of the original
hierarchical models. It proposes that customers progress through a sequence of six stages
from brand awareness through to the purchase of a product.

Stage 1: Awareness - The consumer becomes aware of a category, product or brand

(usually through advertising)

Stage 2: Knowledge - The consumer learns about the brand (e.g. sizes, colors, prices,
availability etc.)

Stage 3: Liking - The consumer develops a favourable/unfavourable disposition towards

the brand

Stage 4: Preference - The consumer begins to rate one brand above other comparable
brands

Stage 5: Conviction - The consumer demonstrates a desire to purchase (via inspection,

sampling, trial)

Stage 6: Purchase - The consumer acquires the product

Hierarchical models have been widely adapted and many variations can be found, however,
all follow the basic sequence which includes Cognition (C)- Affect (A) - Behaviour (B)
and for this reason, they are sometimes known as C-A-B models.Some of the more recent
adaptations are designed to accommodate the consumer's digital media habits and
opportunities for social influence.

Selected alternative hierarchical models follow:

Basic AIDA model: Awareness→ Interest→ Desire→ Action

7
Modified AIDA model: Awareness→ Interest→ Conviction →Desire→ Action

AIDAS Model: Attention → Interest → Desire → Action → Satisfaction

AISDALSLove model: Awareness→ Interest→ Search →Desire→ Action →

Like/dislike→ Share → Love/ Hate

Lavidge et al's Hierarchy of Effects: Awareness→ Knowledge→ Liking→ Preference→

Conviction→ Purchase

DAGMAR Model: Awareness → Comprehension → Attitude/ Conviction → Action

Rossiter and Percy's communications effects: Category Need → Brand Awareness →

Brand Preference (Ab) → Purchase Intent→ Purchase Facilitation

MARKETING IMPLICATIONS OF HIERARCHIAL MODELS

It should be evident that brand awareness constitutes just one of six stages that outline the
typical consumer's progress towards a purchase decision. While awareness is a necessary
precondition for a purchase, awareness alone cannot guarantee the ultimate purchase.
Consumers may be aware of a brand, but for different reasons, may not like it or may fail
to develop a preference for that brand. Hence, brand awareness is an indicator of sales
performance, but does not account for all sales performance.[50] For these reasons,
marketers use a variety of metrics, including cognitive, affective and behavioral variables,
to monitor a brand's market performance.

As consumers move through the hierarchy of effects (awareness→ knowledge→ liking→

preference→ conviction→ purchase), they rely on different sources of information to learn
about brands. While main media advertising is useful for creating awareness, its capacity
to convey long or complex messages is limited. In order to acquire more detailed
knowledge about a brand, consumers rely on different sources such as product reviews,
expert opinion, word-of-mouth referrals and brand/ corporate websites. As consumers
move closer to the actual purchase, they begin to rely on more personal sources of
information such as recommendations from friends and relatives or the advice of sales
representatives. For example, the opinion of an influential blogger might be enough to

8
shore up preference/conviction while a salesperson might be necessary to close the actual
purchase.

Figure 1.1: The Purchase Funnel indicates that awareness is a necessary

precondition for purchase:

(Source: Wikipedia)

All hierarchical models specify that brand awareness is a necessary condition to brand
attitude or brand liking, which serves to underline the importance of creating high levels
of awareness as early as possible in a product or brand life-cycle. Hierarchical models
provide marketers and advertisers with basic insights about the nature of the target
audience, the optimal message and media strategy indicated at different junctures
throughout a product’s life cycle. For new products, the main advertising objective should
be to create awareness with a broad cross-section of the potential market. When the desired
levels of awareness have been attained, the advertising effort should shift to stimulating
interest, desire or conviction. The number of potential purchasers decreases as the product
moves through the natural sales cycle in an effect likened to a funnel. Later in the cycle,
and as the number of prospects becomes smaller, the marketer can employ more tightly
targeted promotions such as personal selling, direct mail and email directed at those
individuals or sub-segments likely to exhibit a genuine interest in the product or brand.

CREATING AND MAINTAINING BRAND AWARENESS

Brand advertising can increase the probability that a consumer will include a given brand
in his or her consideration set. Brand-related advertising expenditure has a positive effect
on brand awareness levels. Virtually anything that exposes consumers to a brand increases

9
brand awareness. “Repeat brand exposure in stores improves consumers' ability to
recognize and recall the brand.” Increased exposure to brand advertising can increase
consumer awareness and facilitate consumer processing of the included information, and
by doing this it can heighten consumers brand recall and attitude towards the brand.

Figure 1.2: Brand marketers must consider how to manage awareness throughout a
product's entire life-cycle

(Source: Wikipedia)

To increase the probability of a product's acceptance by the market, it is important to create

high levels of brand awareness as early as practical in a product or brand's life-cycle. To
achieve top-of-mind awareness, marketers have traditionally, relied on intensive
advertising campaigns, especially at the time of a product launch.[56] To be successful, an
intensive campaign utilizes both broad reach (expose more people to the message) and high
frequency (expose people multiple times to the message). Advertising, especially main
media advertising, was seen as the most cost efficient means of reaching large audiences
with the relatively high frequency needed to create high awareness levels. Nevertheless,
intensive advertising campaigns can become very expensive and can rarely be sustained
for long periods.

10
As new products enter the market growth stage, the number of competitors tends to increase
with implications for market share. Marketers may need to preserve awareness at some
predetermined level to ensure steady sales and stable market share. Marketers often rely on
rough and ready 'rules-of-thumb' to estimate the amount of advertising expenditure
required to achieve a given level of awareness. For instance, it was often held that to
increase brand awareness by just one per cent, it was necessary to double the dollars spent
on advertising.

When a brand becomes established and attains the desired awareness levels (typically
outlined in the marketing plan), the brand advertiser will shift from an intensive advertising
campaign to a reminder campaign. The objective of a reminder campaign is simply to keep
target audiences aware of the brand's existence and to introduce new life into the brand
offer. A reminder campaign typically maintains broad reach, but with reduced frequency
and as a consequence is a less expensive advertising option. Reminder advertising is used
by established brands, often when they are entering the maturity stage of the product
lifecycle. In the decline stage, marketers often shift to a caretaker or maintenance program
where advertising expenditure is cut back.

BRAND PERCEPTION

Brand perception is the sum of feelings a consumer has about a brand. These thoughts and
feelings happen when a consumer is aware of the brand, and what follows when that
consumer hears, sees, or interacts with the brand and its product.

Brand perception incorporates a multitude of areas that touch upon the brand's customer
interactions. From product development and packaging to public relations and social
engagement, brand perception is a top-level measuring stick of a product's visual presence,
goodwill, and emotional character. All of these can play into the product’s success.

IMPORTANCE OF BRAND IMAGE

Every businesses strives to build a strong image as it helps in fulfilling their business
motives. A strong brand image has the following advantages –

11
  More profits as new customers are attracted towards the brand.
 Easy to introduce new products under the same brand.
 Boosts the confidence of existing customers. Helps in retaining them.
 Better Business-Customer relationship.

While a company with a bad image may fight to operate and might not be able to launch a
new product under the same brand.

MEASUREMENT OF BRAND PERCEPTION

Brand perception also known as brand image plays a central part in a company’s
profitability. It discusses to the collective consumer perception of what a company’s
product or services represents. Contrary to firm’s understanding of what their brand stands
for, brand perception is owned by consumers. With the democratization of brand
perception through social media and personal blogs, customer opinions have become more
influential in shaping brand view.

Brand perception supports to identify the position of a product or service and consequently
a company’s advertising and marketing effectiveness. There’s a wide range of methods
that measure the link between brand name and specific concepts and they fall into two main
categories: scaling and sorting. Scaling techniques allow us to determine if there is an
association between a brand and an attribute, together with the strength of that relationship.
On the other hand, sorting techniques allow firms just to know if there is an association.

Customer Surveys

Customer survey is a scaling technique that can help strengthen business branding. It is one
of the most effective branding tools that allow firms to efficiently measure brand perception
and its link to a complete business branding strategy. There are couple of approaches that
will enable the firm to capture customer feedback efficiently. Let’s explore them.

 Customer satisfaction (CSAT) survey allow firms to measure customer opinions

after a specific experience. CSAT could be done after a store visit, conversation
with customer support or purchase. CSAT can be done online through free tools
such as Survey Monkey or classic pen and paper after a physical transaction. It is

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 also a good idea to incentivize customers when they participate in the survey to
attract more respondents.
 Net Promoter Score (NPS) looks into how expected a customer will recommend a
brand. Focusing on customer loyalty, this type of survey is conducted at particular
stages of the customer lifecycle. An NPS survey can be given to customers who
have been using a product or service for a specified period. NPS is also a useful
tool to identify brand advocates or detractors.
 Product Surveys is another branding tool that measures product satisfaction and
stickiness. Product Surveys is an excellent way to gather unique and creative
customer ideas that could be a valuable input in a company’s brand positioning
strategy. Product Surveys are also ideally given to customers who have been using
the brand for quite some time.

Social Media Listening

Leveraging Facebook, Twitter and other social media tools are not just about routinely
publishing contents and tracking customer impressions and shares. As an excellent
scaling technique, its true value comes from learning how customers search for the
brand using specific keywords, hashtags, and mentions, so that they can align their
business branding with the customers.

To efficiently do this, use social media listening tools. These branding tools allow
companies to oversee its brand and social media presence across various channels.
There is a wide range of branding tools starting from small to midsized business
(SMBs) up to enterprises that offer a free trial and a suite of features. Social media
listening tools provide alerts and notifications, Boolean search, community and
follower demographics, influencer score and a lot more. They use these branding tools
to fine-tune their social media target, know which are their brand influencers and who
among the customers has a potential to be brand ambassadors.

Website Traffic

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Analyzing website traffic using free tools such as Google Analytics will allow
companies to measure its brand perception through looking into how many customers
typed your URL into their address bar, booked your site, clicked an email or
downloaded a document. As an excellent sorting technique, it allows firms to see if
there is an association between the business branding strategy and brand perception.

Brand perception plays a central part in a company’s effectiveness. If firms fail to

determine how the consumers perceive and interact with their brand, they lose the
opportunity to confirm if the vision that they have not only for their product or service
but also for their company as a whole, is still relevant. Branding tools and techniques
are useful marketing and advertising weapons. However, companies must have the
courage to pivot when needed and get out of their comfort zones to live the vision that
their market is genuinely asking for.

NEED OF THE STUDY

A measurement of brand awareness and Brand perception survey was needed because
of following reasons:

 To know the consumer perception toward WIIZLED Lights & Electricals LLP.
 To know how does consumer feel about the products of WIIZLED Lights &
Electricals LLP?
 To know awareness of WIIZLED Lights & Electricals LLP brand amongst
respondents.
 To know how the sales can be improved.
 To know how to create brand equity of WIIZLED Lights & Electricals LLP.
 To know efficiency of advertisement on creating Brand image.
 To recognize if the brand is adding value to products or not.
 To see if the cost of WIIZLED Lights & Electricals LLP is reasonable or not.
 To know if people are aware of brand ambassadors of WIIZLED Lights &
Electricals LLP or not.
 To know the satisfaction level of consumers for WIIZLED Lights & Electricals
LLP.

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  To compare the brand with other brands.
 To know which product is most popular amongst users.

SCOPE OF THE STUDY

This study will help to find the impact of the brand name among customers with reference
to:

 Find how far people are aware and attracted towards the brand name of WIIZLED
Lights & Electricals LLP.
 Find the relationship between the quality of the product and brand name of
WIIZLED Lights & Electricals LLP.
 Find the satisfaction level of the customers in different ways towards WIIZLED
Lights & Electricals LLP

15
CHAPTER II: COMPANY
PROFILE - WIIZLED Lights
& Electricals LLP

16
ABOUT WIIZLED Lights & Electricals LLP

WIIZLED Lights & Electricals LLP, incorporated on 5th December 2015, is a BIS & ISO-
9001-2015 registered company and a renowned supplier of LED products.

They are a client focused and solution oriented illuminating company backed up by an avid
team of skilled professionals who strive to make lives of the customers brighter and health
of our environment better. The product range includes indoor, outdoor and decorative
lighting solutions for industrial as well as residential spaces. They also have expertise in
providing bespoke LED products to suit the requirements of our prestigious customers.

The company have gained a lot of fame in various international markets and so now look
forward to use our expertise and make their place in the Indian market as well.

COMPANY DETAILS

Table 2.1: Company Details

LLP Identification Number AAF-2722

Company Name WIIZ LIGHTS &

ELECTRICALS LLP

Company Status Active

RoC RoC-Hyderabad

Main division of business activity to be Other Business Activities

carried out in India

Description of main division Other Business Activities

Number Of Partners 0

Number of Designated Partners 3

Date of Incorporation 05 December 2015

Age of Company 3 years, 8 month, 13 days

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COMPANY’S USP

The company’s quality products and committed customer service is what make the
customers feel delighted. Right from the procurement of raw materials to the after-sale
support, they keep customer safety and satisfaction on the top. That is why, Quality Control
Lab takes the lead to decide on the purchasing of raw materials, their processing,
manufacturing, and packaging to ensure strict quality assurance. Furthermore,
improvisation at the quality front is an ongoing process of the operations so that they stay
ahead in the market and offer our customers only the best product and experience. With
the company, rest assured to get the true value for customer’s money.

MISSION

They aim at manufacturing safe, sophisticated and nature friendly lighting solutions using
contemporary technologies to beautify spaces and brighten up the lives of people and
community taken altogether.

VISION

They aspire to be the premiere one-stop destination offering all kinds of energy efficient
and eco-friendly lighting solutions to our customers and illuminate their lives for always.
We wish to evolve as a megastore of LED lighting products, catering to business, personal,
or commercial needs in a highly accessible and affordable way.

VALUES OF WIIZLED Lights & Electricals LLP

1. Safety first

Safety is our priority concern for everyone whosoever is exposed to the LED illumination.
Hence, we take utmost care to bring safe, reliable and eco-friendly illumination solutions
to the home, business and our community as a whole.

2. Positivity and Professionalism

They believe that the best results can be driven by a positive aura. They train our people to
be true professionals with a positive, proactive and passionate approach to deliver eco-
friendly lighting solutions.

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 3. Creativity

They strive to put forth the most innovative and top-notch quality illumination solutions to
our customers using the most advanced technology. Their focus remains on bringing
energy efficient, environmentally safe and value of money products.

4. Sustainable energy and healthier planet

Lighting is used everywhere in daily lives and therefore it qualifies for being the third
biggest user of energy resource. They have designed our illumination products in a way to
ensure safe environment and promote energy conservation. They truly believe that energy
saved now can brighten up the days in future in terms of reduced cost, sustainable energy
and safe environment and so they propagate and educate people about how LED based
products help in saving energy with least harm to the company’s nature.

TABLE 2.2: PRODUCT PORTFOLIO

Product
Category:
WIIZ SPOT LIGHT

WIIZ SLIM ROUND PANEL

WIIZ SLIM SQUARE PANEL
WIIZ BIG SLIM SQUARE
PANEL
1. Indoor
WIIZ BIG SLIM RECTANGLE
Lighting
PANEL
WIIZ DOWN LIGHT 3
WIIZ DOWN LIGHT 2
WIIZ DOWN LIGHT 1
WIIZ T5 SQPC 18W
WIIZ TRACK LIGHT

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 WIIZ STREET LIGHT 01
WIIZ STREET LIGHT
WIIZ EXCELCIA162 RGB STAGE
LIGHT
WIIZ MLF SMD2 FLOOD LIGHT
2. Outdoor
WIIZ MLF SMD FLOOD LIGHT
LED
WIIZ MLF 150W COB FLOOD
Lighting:
LIGHT
WIIZ MLF 100W COB FLOOD
LIGHT
WIIZ SMD FLOOD LIGHT
WIIZ COB FLOOD LIGHT

3. Industrial Indoor Lighting

WIIZ HIGH BAY LIGHT

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 4. Outdoor Industrial Lighting

WIIZ HIGH BAY2 LIGHT

5. Decorative Lighting

WIIZ STRIP LIGHTS WIIZ ROPE HL2835 LIGHTS

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 6. DC Power Supply

WIIZ DC POWER SUPPLY 2

WIIZ DC POWER SUPPLY

TEAM

Zeeshanuddin Syed

(Designated Partner)

Zeeshanuddin Syed is registered with Ministry of Corporate Affairs (MCA). Their DIN is
06740704. Following is their current and past directorship holdings. He is Chairman of
Audit Committee and Nomination and Remuneration Committee of the Company. He
holds degree in Bachelors of Commerce and B. Sc. (Economics). He is an industrialist and
business consultant having experience of more than 41 years.

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 Company Designation Original Date of
Appointment
WIIZ
Designated 03 November 2014
REALTORS LLP
Partner
WIIZ HEALTH
Designated 19 September 2016
TECH LLP
Partner
WIIZ LIGHTS &
Designated 05 December 2015
ELECTRICALS
Partner
LLP
TSY LEISURE
Additional 03 April 2019
PRIVATE
Director
LIMITED

SYED IMRANUDDIN

(Designated Partner)

Syed Imranuddin is registered with Ministry of Corporate Affairs (MCA). Their DIN is
06906793. Following is their current and past directorship holdings. He holds degree in
B.Sc.. He has an expertise in the field of marketing. He has more than 22 years of
experience in the electricals industry and with the Group.

Company Designation Original Date of Appointment

23
 WIIZ LIGHTS &
Designated 05 December 2015
ELECTRICALS LLP
Partner
NEW HYDERABAD
Designated 14 February 2019
REALTOR'S &
Partner
DEVELOPERS LLP
AI INFRATECH LLP
Designated 05 April 2019
Partner
WIIZ REALTORS LLP
Designated 03 November 2014
Partner
WIIZ HEALTH TECH
Designated 19 September 2016
LLP
Partner

SYED IRFANUDDIN

(Designated Partner)

Syed Irfanuddin is registered with Ministry of Corporate Affairs (MCA). Their DIN is
06906866. Following is their current and past directorship holdings. He is the Joint
Managing Director and was appointed to the Company Board as an Executive Director in
April, 2010. He holds a Bachelor’s Degree in Commerce and is a Chartered Accountant.
He is also a member of the CSR Committee of the Company.

Company Designation Original Date of Appointment

WIIZ HEALTH TECH
Designated 19 September 2016
LLP
Partner
WIIZ REALTORS
Designated 03 November 2014
LLP
Partner
WIIZ LIGHTS &
Designated 05 December 2015
ELECTRICALS LLP
Partner

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SWOT ANALYSIS

Since the inception of smart homes, there is a growing demand for intelligent LED lighting
systems that can be connected with other electronic devices and can be controlled remotely.
LED lighting companies are integrating IoT with their LED lighting solutions, to collect
data and record movement patterns. By analyzing this data, the lighting systems can
automatically switch off or lower its intensity, thereby achieving high power savings. One
can also set lighting schedules and control the brightness and color temperature of the LED
lights with the help of these smart systems.

TABLE 2.1: Strengths of WIIZ LIGHTS & ELECTRICALS LLP

 Light Quality Eco-friendly bulbs are known to give severe and

unattractive light. WIIZ LIGHTS & ELECTRICALS LLP is here to
change that. They have the best of both worlds with the new-
generation LED lights. WIIZ LIGHTS & ELECTRICALS LLP lamps
give soft and warm light, illuminating space with style.

 LED Lights for Smart Living WIIZ LIGHTS & ELECTRICALS LLP
Lamps are made for the modern home. It fits into all of the existing
Strengths
sockets and can be used anywhere customers would use a standard
glowing.

 It produces environmental friendly lighting systems.

 High investments in R & D and Superior technology by WIIZ Lights

has allowed it to better meet the needs of their customers in unique
ways that rivals cannot simulate.

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TABLE 2.2: WEAKNESSES OF WIIZ LIGHTS & ELECTRICALS LLP

Weaknesses  WIIZ have limited brand recall compared to international brands

 There is a weak presence in the international markets is a concern
 Legal proceedings and lawsuits that relate to alleged patent
infringement, tax audits, contractual allegations etc. is a concern.
 There is increasing competition, limited margins affects business
operations.
 Low current ratio of WIIZ shows the company’s ability to meet
its short term financial obligations, is lower than the industry
average. This could mean that the company could have liquidity
problems in the future.
TABLE 2.3: OPPORTUNITIES OF WIIZ LIGHTS AND ELECTRICALS LLP

Opportunities  The emerging-market provides an opportunity for growth with

increasing demand for energy management
 There is a growing global automotive drivetrain market and
positive outlook for electrical components could help enhance
business opportunities
 Can build upon its CSR activities to expand its operations into
emerging markets.
 There are opportunities to enter into industry and process
automation sector
 Internet: there has been an increase in the number of internet
users all over the world. This means that there is an opportunity
for WIIZ Lights and Electricals to expand their presence online;
by using the internet to interact with its customers.

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TABLE 2.4: THREATS OF WIIZ LIGHTS AND ELECTRICALS LLP

Threats  Constant technological developments require the workforce to be

trained accordingly as the inability to keep up with these changes can
lead to loss of business for WIIZ Lights and Electricals.
 Increased promotions by competitors have been a threat for WIIZ
Lights and Electricals. On most media, there is more clutter than
ever, and customers are bombarded with multiple messages. This
reduces the effectiveness of promotional messages by WIIZ Lights
and Electricals.
 Increase in labor costs has affected customer and end-user service
price which are affecting its core costs.
 Suppliers: The bargaining power of suppliers has increased over the
years with the decrease in the number of suppliers. This means that the
costs of inputs could increase for WIIZ Lights and Electricals.

27