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A Detailed Study of Eveready, Its Marketing Strategies and a Comparative Analysis Between Eveready and Duracell in the Alkaline Segment

Rs. 2,000.00



Introduction:
Ask any Indian consumer to name a Battery and the first brand that comes to mind is’’ Eveready’’. Not just among batteries, Eveready is a powerful brand across various sectors. Eveready has a portfolio comprising dry cell batteries (carbon zinc batteries, rechargeable batteries and alkaline batteries), flashlights (torch lights), CFLs (Compact Fluorescent Lamps) and packet tea.

Eveready’s strength is the result of a continuous and well-orchestrated brand development strategy that maximizes the value from each consumer touch-point.
The ‘give me red’ Is the iconic urban face of Eveready. The advertising byline of the popular Red series of batteries, it is today symbolic of the empowered young urban lifestyle that the brand reflects. The original, path-breaking campaign has won as many as 11 advertising awards.

The current television commercial on Eveready Ultima, which has explored and demonstrated the technique of light painting (through the TVC) has been very well received and is a one of its kind commercial in the entire battery segment.

OBJECTIVES
• To Approach Appropriate media for promotion
• To analyze the preference of the customers in buying Eveready batteries.
• To identify the close competitors to Eveready and assess the factors considered by the buyer to purchase Eveready batteries.
• To find the quality of the batteries offered by Eveready and Duracell
• To know the price difference with respect to the quality of the products

Duracell is a brand of batteries and smart power solutions manufactured by Procter & Gamble.

Additionally, Duracell owns the Procell professional-use brand. Duracell manufactures alkaline batteries in many common sizes, such as AAA, AA, C, D, and 9V. Lesser used sizes such as AAAA (primarily for pagers, penlights, and blood glucose meters) and J size batteries (for hospital devices and photographic strobe flash units) are also manufactured along with a range of "button" batteries using zinc-air, silver-oxide and lithium chemistries, used in calculators, watches, hearing aids, and other small (mostly medical related) devices. Duracell entered into a brand licensing agreement with flash memory manufacturer Dane-Elec in 2008 for a line of products including memory cards, hard drives and USB flash drives with the Duracell brand mark and in the brand's trademark "copper top" coloring.

Number of Pages of Project Report: 67
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
Executive Summary     
Declaration      
Acknowledgement
Chapter 1: Introduction
1.1 Introduction Of The Topic 
1.2 Marketing Objectives        
1.3 The Marketing Budget       
1.4 Swot Analysis        
1.5 Competitors          
1.6 Future Plans          
1.7 4p’s Of Marketing 
Chapter 2: Secondary Analysis
2.1 India Economic Overview  
2.2 Fmcg Industry In India
A.S.A Findings In The Eveready Vs Duracell Case      
Chapter 3: Primary Analysis     
Project:           
Research Methodology-          
Mode Of Collecting Data-       
Questionnaire (Y/N)    
Data Analysis And Findings:     
Major Findings
Recommendations       
Limitations       
Conclusion      
Webiliography 
Bibliography    
Annexure         


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