Wild Stone Mapping Consumer Perception On Wildstone Marketing Essay

It is no longer a affair of personal pick, but a basic societal necessity in footings of edification and hygiene. Body sprays and deodourants are now a necessity in one ‘s personal hygiene. The deodourant industry has grown out and beyond its basic functionality, and has become related to 1s personality and personal manner statement. Deodorants are no longer merely another camouflaging odor, but is more of a representative of one ‘s nature which is identified in the strength of the smell- whether strong or mild, the trade name and its communicated trade name personality- whether aggressive or adventuresome etc.

Earlier when the deodourants were launched in the market, they were considered the premium merchandises. The monetary values were besides high because promotional outgos were besides high.Firms focused on those purchasers who were ready to purchase, normally the higher income group.Informing the possible consumers and merchandise tests was a dearly-won matter.

Now the deodourants have captured a immense market. New rivals are come ining into the market, new characteristics are introduced into the merchandise and the distribution is acquiring expanded. Monetary values are besides take downing down and it is going an economic merchandise. To prolong the new merchandise, that is, deodorant, new characteristics are being added to it like the debut of new aromas, voguish bottle design, permanent effects, anti bacterial characteristics etc.

The deodorant market in India is deserving Rs 1000 crore. The success of deodourants in the urban market has encouraged the taking participants in the sector to establish more discrepancies in this product.There are around 15 media active trade names with new trade names come ining into the market every month. Particularly the Deodorant section is turning at approx 42 % in value and 37 % in volume.

Therefore it ‘s a wild competition between the trade names to derive the maximal market portion and consumer ‘s “ mind-space. ” To be able to appeal to the consumers and take them to buy and buy back, it is of import to understand the perceptual experiences of the mark consumer sing the trade name, the use, the demand, and the merchandise. One of the most effectual manner to make this is to understand the consumer ‘s personality, since his pick of trade name and merchandise is nil but an extension of his ain character. This undertaking aims to understand the same in relation to the WILDSTONE trade name of deodourants.

Index

Contentss

Introduction TO THE PROJECT

What is Brand?

1 ” Brand is the personality that identifies a merchandise, service or company ( name, term, mark, symbol, or design, or combination of them ) and how it relates to clients. ”

Brand is a name or symbol that is normally known to place a company or its merchandises and divide them from the competition.

A well-known trade name is by and large regarded as one that people will recognize, frequently even if they do non cognize about the company or its products/services. These are normally the concerns name or the name of a merchandise, although it can besides include the name of a characteristic or manner of a merchandise.

Brand Positioning

In selling, placement has come to intend the procedure by which sellers try to make an image or individuality in the heads of their mark market for its merchandise, trade name, or organisation.

Besides positioning is defined as the manner by which the seller creates feeling in the clients mind.

The undertaking of the seller is to model consumer perceptual experiences so as to busy the coveted place for his trade name. Percepts or trade name places can be changed even if the merchandise is the same ; this is known as repositioning of a trade name.

Positioning has four constituents.

The first constituent is the merchandise category or the merchandise class in which the trade name is to run. The 2nd is the consumer cleavage. It is impossible to believe of a place for a trade name without, at the same clip, sing the section for which offers benefits that other trade names do non. The 3rd is the function of the trade name in the consumer head. Brand benefits and properties make up the 4th constituent of placement. A consumer can assign a place in her head merely to a trade name whose benefits are meaningful to her. The hunt for vacant places in the market must be conducted with mention to the merchandise benefits and the preferable importance of such benefits.

The place that we seek in a consumer ‘s head is based upon the cognition of the consumer ‘s perceptual experience of the merchandise class. What is the imprint of the assorted trade name in the

1 Definition from Wikipedia

The place that we seek in a consumer ‘s head is based upon the cognition of the consumer ‘s perceptual experience of the merchandise class. What is the imprint of the assorted trade name in the

consumer ‘s head? Is at that place a vacant place? The replies lead us to a merchandise construct and the emotional or psychological values which it must offer.

The place which a trade name seeks in the mark clients mind is influenced by its functional characteristics or properties. The property must be such as to do the place credible. The place of the trade name is besides influenced by its non- functional characteristics consisting functional every bit good as emotional or psychological values.

Positioning is the chase of differential advantage. One of the major part of positioning theory to selling scheme has been to convey out the construct of unsimilarity between the trade names in the heads of mark consumers and to bring out the many chances for such perceived distinction based upon the capablenesss of the merchandise. Who am I? What am I? For whom am I? Why me? The replies to these would find the trade name ‘s place in the head of the consumers.

Except for the most basic necessities, consumers buy merchandise both for their functional benefits and their symbolic significances. Consumers prefer to purchase those merchandises and trade names that match best with their image of themselves. Trade names can be, and are likened to people ; they get human features. This is known as trade name personality. It refers to the symbolic and emotional features of a trade name.

Positioning is something ( perceptual experience ) that happens in the heads of the mark market. It is the aggregative perceptual experience the market has of a peculiar company, merchandise or service in relation to their perceptual experiences of the rivals in the same class. It will go on whether or non a company ‘s direction is proactive, reactive or inactive about the ongoing procedure of germinating a place. But a company can positively act upon the perceptual experiences through enlightened strategic actions.

Company PROFILE

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McNroe Consumer Products Pvt Ltd

14, Netaji Subhas Road. Kolkata

Phone- +91 33 22102095

Website-www.mcnroe.com

Vision

To go the most admirable training and lifestyle trade name in India.

The flourishing immature grownup population with high disposable income is more witting of the latest tendencies than of all time before. Keeping gait with altering times, the company is aggressively focused to make and offer great merchandises to the Indian Youth.

HISTORICAL BACKGROUND

The company was originated in the twelvemonth 1986 as McNROE Chemicals.

Promoted by Mr. N.K Daga. He is presently a Director in the company.

McNROE Chemicals was incorporated as McNROE Chemicals Pvt. Ltd. On 26th July 1996.

In September, 2009 the name of the Company changed as “ McNROE Consumer Products Pvt. Ltd. with a position to reflect the aspiration to be a personal attention Company.

The company operates on a sound apprehension of aroma and its relevancy to clients.

The concern of the Company grew in size and stature and in first 10 old ages of its concern successfully expanded the country of distribution of its merchandises to the provinces of Eastern & A ; North East India and North Central India.

Present STATUS

Soon the company is a 140 crore company.

The company ‘s distribution web spans across Traders, gross revenues agents, C & A ; F agents and Super Stockist.

Company trade names are distributed across the state through a squad of 1200 distributers covering 380000 Retail mercantile establishments.

The Company has its fabricating units in the province of Uttaranchal.

The company is presently constructing capableness to come in and function Modern Trade Outlets.

The selling scheme of the company has been consulted by the Future Brands.

MAJOR Trade names

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HEAVENS GARDEN

Products- Talcum Powder, Skin Care ( Anti infected Cream, cold pick, humidifying lotion )

Secret Temptation

( Female Range )

Products- Talcum pulverization, perfumeries ( aromas & A ; deodourants )

WILD STONE

( Male Range )

Products- Talcum Powders, perfumeries ( aromas & A ; deodourants ) , Skin attention merchandises

( Shaving pick, After shave lotion, Shaving coppice, Soap )

Premium scope of cosmetics is marketed under the trade name name SECRET TEMPTATION and WILDSTONE for female and male scope severally.

Mass household section is marketed under the trade name name HEAVENS GARDEN.

The scope of merchandises of company include talcum pulverization, cold pick, anti infected pick, deodourant, spray aroma, humidifying lotion, After Shave Lotion, Soap.

Introduction TO THE BRAND

WILD STONE

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Populating life on the border can be intensely enjoyable. Wild Stone is for the adult male who enjoys unchained pleasance

Wild Stone is a quintessentially male trade name, supplying personal attention merchandises for immature Indian males. Rough and rugged, it does off with the controlled norms of societal interaction, taking contact between work forces and adult females to an elemental, instinctual degree.

Wild Stone bases its merchandises on the altering demands of India ‘s young person. Wild Stone answers the demand for aroma on the spell, with its Deodorants and Perfumes. The strong aromas are ideally suited for Indian conditions conditions. Soaps and shaving merchandises complete a adult male ‘s personal attention ritual. With a broad scope of all right aromas, Wild Stone offers an international experience to its users.

The trade name was started in the twelvemonth 2005, aiming the in-between category working people. Their merchandises are targeted at the uber-masculine male “ who loves populating life on the border ” .

Wild Stone markets itself as the masculine and cryptic trade name in the Indian market. The trade name is targeted at male aged 22-28. All its runs revolve around this cardinal subject of seduction where misss make the first move. The feeling of being seduced gives a large encouragement of self assurance to a adult male. Along with these, the trade name besides ensures that clients are invariably engaged with new aromas and runs.

The company started the trade name with a tagline “ Wild by nature ” . They moved on to the “ Barely Legal ” tagline which was more elusive and had sexual Undertones. Now the trade name has once more a new Tagline “ It happens ” . The new tagline gives a message that Wild Stone adult male does n’t hold to “ Try Too Hard ” . Brand ground tackle is “ Dangerous Affairs ” and the trade name finish is to go “ The iconic Indian Male Fantasy trade name that owns the infinite of Indian sensualness ” .

Wild Stone has grown quickly over the last two old ages, to emerge as the figure three trade name in the fastest turning FMCG class today. It is the top trade name in several provinces, has achieved cosmopolitan consciousness. With a clearly differentiated place, and strong growing across classs, Wild Stone is set for success.

Wild Stone has become one amongst the top three trade names in the Indian deodourant market within few old ages of its launch. Wild Stone deodourant has a national market portion of 7.4 % .

Merchandise

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Deodorants

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Talc Shaving pick

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Soap Aftershave Lotion

Deodorants

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Night Rider

Green, aromatic, A flowered, woody, muskyA

Wild Stone

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Wild Stone

Aqua Fresh

Citrus, spicy, flowered, ambery, woody, musky

Aqua freshness with citrous fruit and gold.

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Wild Stone

Natural Passion

Aromatic, green, citrous fruit, somewhat fruity, ambery, woody, musky

Sparkling, energetic & A ; overwhelmingly masculine.

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Wild Stone

Ultra Sensual

Aromatic, lavender, rosemary, spicy fresh, woody, musky

The authoritative aroma of the Wild Stone adult male.

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Wild Stone

Hydra Energy

Citrus, fresh, lavender, spicy, aromatic, green, A woody, ambery, musky

Reviewing aroma, perfect to get down your twenty-four hours.

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Wild Stone

Forest Spice

Green citrous fruit, lavender, aromatic, spicy, woody, powdery, musky

Adventurous to the nucleus.

Aim OF THE STUDY

To analyze the deodourants industry in India

To analyze the company ‘s coveted consumer perceptual experience of its trade name WILDSTONE

To do an in deepness survey and analysis of the existent trade name perceptual experience of the consumers

To turn up spreads, if any, between the coveted and existent trade name perceptual experience

Recommend schemes, based on my undertaking survey consequences, to stop up such spreads.

Start

Evaluate models available for carry oning the survey and short naming the appropriate.

To analyze the company ‘s coveted consumer perceptual experience of its trade name WILDSTONE

Planing a questionnaire to understand current consumer perceptual experience on declared parametric quantities.

To do an in deepness survey and analysis of the existent trade name perceptual experience of the consumers

To turn up spreads, if any, between the coveted and existent trade name perceptual experience

Collate consequences and compare consumer perceptual experience and happen spreads

Recommend schemes, based on my undertaking survey consequences, to stop up such spreads

Research design and methodological analysis

Beginnings of informations aggregation

The survey is a transverse sectional survey. Data was collected at a individual point of clip. For the intent of present survey a related sample of population were chosen for the interest of convenience.

Primary informations:

It is the informations collected afresh or for the first clip

OR

It is informations which is collected by the research worker straight from the respondents.

There are assorted methods of informations aggregation. The 1s I have used are: –

Observation: Data is collected based on observation done in the market

Interview method: . Collected some information by informal interviews by the mark consumers at different topographic points to explicate the right questionnaire. Questions related to the study were asked on one to one footing

degree Celsius ) Questionnaire: Planing the questionnaire

Multiple pick inquiries

Scaling

Subjective

Method of trying

It refers to the method to be applied and the technique to be used in choosing the sample.

Random trying

A sampling procedure where each component in the mark population has a equal opportunity or chance of inclusion in the sample.

Judgmental Sampling

The choice of a unit, from the population based on the judgement.

Judgment trying involves the pick of topics who are most well placed or in the best place to supply the information required.

They could moderately be expected to hold expert knowledge by virtuousness of holding gone through the experience and processes themselves and might possibly be able to supply good informations or information to the research worker.

Sample size

A sample is a portion of the entire population.It can be an single or a group of elements selected from the population. Although it is a subset it is representative of the population.

The Sample size is 120.

Questionnaire

The questionnaire format was made in conformity to the research aim.

However the questionnaire was modified as the study progressed for the intent of seeking more reliable information to heighten station study analysis

The questionnaire format is available in the annexure

Research methodological analysis

It is a set of systematic techniques used by scientific research workers. During executing, the model should ever bespeak the intent of what one is making at that minute

The research methodological analysis used is Descriptive Analysis survey:

Descriptive research ( or statistical research )

This research describes informations and features about the population or phenomenon being studied. Descriptive research answers the inquiries who, what, when, where and how

Although the informations description is factual, accurate and systematic, the research can non depict what caused the state of affairs.

The description is used for frequences, norms and other statistical computations.

Qualitative research frequently has the purpose of description and research workers may follow it up with scrutinies of why the observations exist and what the deductions of the findings are.

In brief, descriptive research trades with everything that can be counted and studied. However there are ever limitations to that. Our research must hold an impact to the lives of people around us.

Similarly the consequences of this undertaking will be good to both the company and the consumers since the company will utilize these cardinal findings about the consumer ‘s trade name and ingestion perceptual experience to plan its selling and other strategical constructs to place the trade name in the consumers mind.

Analysis OF THE STUDY

As mentioned the undertaking is associating to mapping the consumer perceptual experience about the trade name WILDSTONE. Measuring the different model available for carry oning the study. Then shorlisting the appropriate model. For this undertaking KAPFERER ‘s BRAND IDENTITY PRISM have been considered for the study.

Brand Identity Prism

Kapferer has developed a trade name individuality prism where he distinguishes a transmitter and recipient side, plus an externalization and internalization side. The 6 individuality aspects express the touchable and intangible features of the trade name and give it a alone authorization and legitimacy of values and benefits. The six aspects of the individuality prism can be described as-

Physique -Physique is both the trade name ‘s anchor and its tangible added value. It is the footing of the trade name. An exterior touchable aspect pass oning physical specificities, coloring material, signifier and trade name qualities.

Personality- An internal intangible aspect which forms the character, psyche and trade name personality which are relevant for trade names.

Culture- An internal intangible aspect to incorporate the trade name into the organisation which is indispensable in distinguishing trade names. It symbolises the organisation and the value it stands for. Here civilization means the set of values feeding the trade name ‘s inspiration.

Relationship- It is the handshaking between the consumer and the organisation.

Reflection – It is the consumer ‘s perceptual experience about the merchandise.

Self image-If contemplation is a mark ‘s outward mirror, self image is the mark ‘s ain internal mirror. Through our attitude towards certain bran, we so develop a certain type of internal relationship with ourselves. An external intangible aspect reflecting the client attitude towards the trade name.

These six aspects define the individuality of the trade name every bit good as the boundaries within which it is free to alter or to develop. It demonstrates that these aspects are all interconnected and organize a good structured entity.

Figure 15 – Brand individuality prism and three-tier pyramid

Fig. Brand individuality prism

Kapferer ‘s trade name individuality prism defines the followers:

The trade name ‘s peculiar vision and purpose

What makes the trade name different

What demand is the trade name fulfilling

What are the value or values

What is its lasting nature

What are the marks which make it recognizable

BRAND IDENTITY PRISM OF WILD STONE

PHYSIQUE-

Color- Ag, logo unit, abrasion grade

PERSONALITY- immature grownup, masculine, cryptic, enjoys a intimation of danger

CULTURE-

Indian sensualness, modern

RELATIONSHIP- exciting possibilities, unsafe affairs

REFLECTION- natural state, unsmooth & A ; rugged, dynamic

SELF IMAGE-

Strong internal energy, ego assured, mascular attractive force

DATA ANALYSIS

The followers are the consequences of the study done for the trade name Wild Stone.The questionnaire was designed based on the Brand Identity Prism.The 6 individuality aspects of the prism express the touchable and intangible features of the trade name and give it a alone authorization and legitimacy of values and benefits.

What is your Profession?

per centum of the mark consumers were serviced based people. 31 percent people were concern work forces.

Why do you utilize deodorant?

Fig. 2

A inquiry was asked by the people associating to the public-service corporation of deodourant to them.43 per centum of the people use deodorant for freshness. 23 per centum of the mark consumers use it for taking organic structure olfactory property.

From where do you buy deodorant?

Fig 3

How make you give importance to the factors while buying a deodourant?

( Rank 1 for the highest precedence and 5 for the lowest )

Fig 4

When the mark consumers were asked about the precedence they have before buying a deodourant for themselves, 43 per centum people go for the aroma. They give importance to the odor of the deodourant. 27 per centum give importance to the trade name of the deodourant.

Which trade name of deodorant do you utilize?

Fig. 5

( The study was done for the 3 trade names of deodourants. Axe, Park Avenue and Wild Stone. The study of the client was non considered if he used any other trade name of deodourant. )

48 per centum of the mark consumers are the users of AXE, an HUL merchandise. Axe holds the major portion among the other trade names of deodourants i.e Park Avenue and Wild Stone which holds 24 and 28 per centum severally.

Physique

An exterior touchable aspect pass oning physical specificities, coloring material, signifier and trade name qualities. Physique is the get downing point of stigmatization and therefore it forms the trade names anchor.

How make you acknowledge the Wild Stone merchandises?

Fig. 6

Properties

NO. of RESPONDENTS

Color

77

Logo

14

Packaging

12

SCRATCH MARK

20

NON PHYSICAL

19

** More than 1 reply was besides given by the mark consumers. For eg. a consumer may state that he acknowledge the merchandise by the colour and logo.

An unfastened ended inquiry was asked by the mark clients about the acknowledgment of the Wild Stone trade name. The inquiry was asked by the consumers to cognize what makes them acknowledge the trade name Wild Stone. As surveyed with 120 mark consumers, 64 per centum people recognize the Wild Stone trade name merchandises by the colour. Around 12 per centum people recognize by the logo unit of the trade name. Merely 17 percent people were able to acknowledge the logo unit of the trade name i.e. the Scratch Mark. Few people recognized the merchandise from their overall packaging unit.

Which colour comes to your head when you think of the Wild Stone merchandise?

Fig 7

Properties

NO. of RESPONDENTS

BLACK

47

Red

20

Green

06

BLUE

23

Grey

07

Brown

03

Silver

20

Yellow

01

** More than 1 reply was besides given by the mark consumers.

Again an unfastened ended inquiry was asked to the mark consumers to cognize what colour comes in their head when they think about the Wild Stone brand.39 per centum of the mark consumers responded the colour black.17 per centum consumer ‘s perceptual experience matched with the company ‘s position i.e. the colour Silver.The company associated Ag with the trade name. As the colour Ag signifies assurance and confidence. However, bulk chose the colour black with the trade name.

Other than the Brand name, what symbol in the merchandise helps you recognize the merchandise?

Fig. 8

Properties

NO. of RESPONDENTS

SCRATCH MARK

22

None

98

Logo unit helps to acknowledge the trade name easy. Logo units are the representatives of the trade names. Merely 22 of the mark consumers recognized the symbol in the merchandise i.e. the abrasion Markss.

Personality

An internal intangible aspect which forms the character, psyche and trade name personality which are relevant for trade names.

If Wild Stone a adult male, which age group should he belong to?

Fig. 9

Properties

NO. of RESPONDENTS

18-22

37

22-26

67

26-30

12

30 & A ; ABOVE

04

The trade name individuality prism focuses on the personality of the trade name. The intangible aspects like the age, the character etc. of the trade name. The company has positioned the trade name to reflect the individual belonging to the age group between 22-28. Around 56 per centum of the people matched with the company ‘s perception.31 per centum of the mark consumers perceives the trade name to belong to the age group of 18-22.

Which famous person would you propose who should back Wild Stone?

Fig 10

Properties

NO. of RESPONDENTS

AKSHAY KUMAR

46

EMRAAN HASHMI

40

RANBEER KAPOOR

18

AAMIR KHAN

11

None

05

As the company says the trade name is decidedly for male. Wild Rock markets itself as the masculine and cryptic trade name in the Indian market. All its run revolve around the cardinal subject of seduction where misss make the first move. Had Wild Stone been a individual, its visual aspect would hold been a masculine type. Company feels the trade name as the masculine and the cryptic type.38 per centum of the mark consumer feels that Akshay Kumar is the better pick who can back the trade name. Akshay Kumar the action hero is known better for his masculine nature. So the bulk feel Akshay Kumar as the best option for backing this trade name. They have the same perceptual experience as the company.

Company besides positioned the trade name as cryptic if a person.And around 32 per centum of the mark consumers feel Emraan Hashmi ( better known for his cryptic characters in Bollywoodmovies ) can be a better option for backing the trade name.

What kind of games would Wild Stone drama, if a adult male?

Enjoy A HINT OF DANGER

Fig 11

Properties

NO. of RESPONDENTS

BUNGEE Jumping

20

River RAFTING

48

Skiing

12

Rugby

32

Cricket

08

The Wild Stone trade name as a individual will bask a intimation of danger. Company positioned it as a trade name which enjoys the hazard and escapade. The danger with that escapade is enjoyed. Bungee jumping is considered as the most unsafe game among the options given. 20 people of the entire 120 believe that the trade name Wild Stone if a individual will bask Bungee Jumping. But 48 out of 120 believe that Wild Stone as a individual will bask river rafting the most as it entreaties more electrifying and adventuresome.

REFLECTION-

An exterior aspect with touchable and intangible countries, and defines the behavior that identifies the trade name – the manner the trade name connect to its clients.

If Wild Stone were a individual, rate the undermentioned properties:

( 1 denotes for Strongly Agree and 5 for strongly disagree )

Fig. 12

ROUGH & A ; RUGGED

1

2

3

4

5

60

29

14

10

07

Fig.13

Moral force

1

2

3

4

5

36

33

35

12

04

Fig.14

DANGEROUS

1

2

3

4

5

19

20

24

32

25

Fig. 15

ADVENTUROUS

1

2

3

4

5

47

39

18

08

08

CULTURE-

An internal intangible aspect to incorporate the trade name into the organisation which is indispensable in distinguishing trade names.

It symbolises the organisation and the value it stands for.

If Wild Stone a individual, delight rank its modernness.

Fig. 16

Properties

NO. of RESPONDENTS

Very MODERN

43

MODERN

69

LESS MODERN

05

SLIGHTLY CONSERVATIVE

02

Conservative

01

Very Conservative

0

The company positioned the trade name to be modern. It belongs to the immature coevals. 58 per centum of the mark consumers feel the same.

If Wild Stone a individual, which nationality would he belong?

The nationality plays an of import function in understanding the cultural background of the trade name the consumers would tie in it to.

Fig.17

Fig.18

Properties

NO. of RESPONDENTS

Indian

69

AMERICAN

20

Britishs

01

Cuban

01

French

05

German

05

African

02

Argentina

02

Australia

02

Italian

02

United kingdom

03

Paris

02

OTHERS

06

The trade name belongs to the Indian Nationality.58 per centum of the mark consumers say that the trade name is the Indian trade name. It belongs to the Indian nationality.17 per centum of the mark consumers say that the trade name is of American nationality.

SELF IMAGE

Self-image is the external intangible aspect reflecting the clients ‘ attitude towards the trade name.

These interior ideas connect personal inner relationship with the trade name. So called: the mark internal mirror

Describe people who will be users of Wild Stone trade name.

Fig 19

Properties

No.of Respondents

Young

58

MUSCULAR ATTRACTION

56

STRONG INTERNAL ENERGY

04

ADVENTOROUS

09

Wild

02

Attractive

15

** More than 1 reply was besides given by the mark consumers.

When the Wild Stone users were asked about how they feel when they use the Wild Stone deodourants or how they felt personally when they use the merchandise, most of the responses matched with what the company positioned its trade name. The people were asked to depict the users of Wild Stone.48 per centum of the mark consumers feel the users of the trade name as immature. 47 per centum experience the users of the trade name have muscular attractive force. Attributes like adventuresome, wild, confident and attractive were besides added to depict the users.

Relationship

It is the handshaking between the consumer and the organization.An exterior aspect with touchable and intangible countries, and defines the behavior that identifies the trade name, the manner the trade name connects to its clients.

Which of the activities will the Wild Stone adult male enjoy the most?

Fig. 20

Properties

NO. of RESPONDENTS

BLIND DATE

64

ADVENTOROUS TRIP

22

OTHERS

34

The relationship in the trade name individuality prism of Wild Stone trade name has exciting possibilities. The trade name Wild Stone gives its users an exciting feeling of possibilities. In the study done, blind day of the month was considered the most exciting possibility followed with the adventuresome trip.53 per centum of the mark consumer go with the option Blind day of the month. 18 per centum spell with the option adventuresome trip.

COBWEB REPRESENTATION

COBWEB is a method to stand for the information.

It analyzes and shows the difference between the consumer ‘s informations and the company ‘s informations.

This is designed with all those properties which are required in the trade name individuality prism.

Fig. Cobweb

This is the Coweb representation of the information. Basically it analyzes and shows the difference between the consumer ‘s informations and the company ‘s information. This is designed with all those properties which are required in the trade name individuality prism. Company gives its ain precedences to the undermentioned properties i.e which property is more of import for their trade name with related to others.

Property

Company

Consumer

Silver

5

0.83

LOGO UNIT

4

0.58

SCRATCH MARK

5

APPX 1

Young

4

3.2

Masculine

5

1.6

MYSTERIOUS

3

1.58

Enjoy A HINT OF DANGER

4

0.83

Indian

5

2.9

MODERN

4

2.8

ROUGH & A ; RUGGED

3

2.5

Moral force

4

1.4

MUSCULAR ATTRACTION

5

2.4

STRONG INTERNAL ENERGY

5

0.16

There are 6 individuality aspects in the trade name individuality prism. Thesefacets express the touchable and intangible features of the trade name and give it a alone authorization and legitimacy of values and benefits. Following are the six aspects of the prism:

Physique

Personality

Relationship

Culture

Contemplation

Self-image

PHYSIQUE-This represents an exterior touchable aspect pass oning physical specificities, coloring material, and signifier and trade name qualities. Physique is the get downing point of stigmatization and therefore it forms the trade names anchor. Silver i.e. the coloring material of the merchandise, logo unit, abrasion grade are following properties which belong to this entity. Questions were asked to the respondents sing the build of the trade name. The following tabular array shows the consequence of the study conducted on the consumer penchants:

Silver

0.83

Logo Unit

0.58

Scratch Mark

Appx 1

PERSONALITY-This represents an internal intangible aspect which forms the character, psyche and trade name personality which are relevant for brands.Company marks people holding an age group of 22-28 ( Young grownup ) . The Brand is Masculine, Mysterious and it besides enjoys a intimation of danger. Respondents were asked about the intimation of danger and escapade a wild rock adult male enjoys. Two options were based on the company ‘s point of position. Bungee jumping ( considered as one of the most unsafe game ) and River rafting ( considered as one of the unsafe every bit good as adventuresome game ) . 17 per centum agreed with bungee jumping and 40 per centum agreed with River rafting.Following markings are developed after the study conducted on consumer penchants and consciousness:

Young Adult

3.2

Masculine

1.6

Cryptic

1.58

Enjoys a intimation of danger

0.83 ( bungee jumping )

RELATIONSHIP-This represents an exterior aspect with touchable and intangible countries, and defines the behavior that identifies the trade name – the manner the trade name connects to its clients.

Relationship is really a handshaking between the company and the consumer. The manner a trade name connects to its client. Exciting possibilities scores 2.6 in the graduated table of 1 to 5.

CULTURE-Culture is an internal intangible aspect to incorporate the trade name into the organisation which is indispensable in distinguishing trade names. The company states its trade name every bit modern every bit good as Indian.The following tabular array shows the consequence of the study conducted on the consumer penchants:

Indian

2.9

MODERN

2.8

REFLECTION – Exterior aspect with touchable and intangible countries, and defines the behavior that identifies the trade name – the manner the trade name connect to its clients. The company assigns the trade name wild rock with properties like Wild, Rough and Rugged and Dynamic.Following markings are developed after the study conducted on consumer penchants and consciousness:

Rough & A ; rugged

2.5

Dyanamic

1.4

SELF-IMAGE -This shows an external intangible aspect reflecting the client attitude towards the brand.These inner ideas connect personal inner relationship with the brand.So called the mark ‘s internal mirror. Strong internal energy and Muscular attractive force belong to this entity. Muscular attractive force scores 2.4 in the scale.After appraising the market following consequences were found:

Muscular Attraction

2.4

Strong Internal Energy

0.16

Few schemes will be applied subsequently to knockout the spread which is found in few properties. Focus should be made to do people or the consumers more cognizant about the trade name.

Suggestion

Suggestion 1

Physique

Wild rock deodourants were launched in a Ag colour bottle. The silver colour of the bottle symbolizes self confidence.

After 3 old ages, company launched three different discrepancies of aroma but in a different packaging colourss.

The packaging colour should non be changed so often. Peoples recognize the merchandise by its physical visual aspect excessively. They besides recall the merchandise by its colour, logo etc. The colour of the Wild rock merchandise is being positioned in the consumer ‘s head easy.

Axe was launched in India in the twelvemonth 1999. Since so the merchandise has the same packaging colour i.e black and is the figure 1 trade name among the deodourant sector.

So the company should non alter the colour of the packaging so often. This makes consumers confound about the existent trade name.

Suggestion 2

BRAND LOGO AND BRAND SYMBOL

Survey consequences show that merely a few per centum of the mark consumers were able to acknowledge the trade name logo unit and the symbol.

The company should increase selling of its trade name by planing runs focused on the trade name, showcasing merely the logo.

This will assist the trade name addition more prominence of individuality in the consumers mind.

Insistent advertisement, with added focal point on the logo unit, should be implemented to increase trade name acquaintance

Peoples associate the logo and colour with the trade name. A strong association makes certain that the merchandises has a high top-of-the-mind callback

Suggestion 3

Culture

Consumers tend to comprehend the beginning of the merchandise by its name instead than reading the label to happen out where it is truly made.

Wild rock is an Indian trade name. Every advertizement of wild rock has an kernel of Indian tradition. The background music, the adult females in saree and the company do n’t take foreign theoretical accounts for the advertizement.

STRATEGY-New discrepancies with postfixs added to the trade name name, which relates to the Indian tradition. For illustration they can seek the name as “ Wild Stone SUTRAZZ ” .This will be an advanced manner to appeal to the Indian multitudes.

A line of discrepancies with such words portraying seduction can be launched

Suggestion 4

SALON PRESENCE

Wild Stone merchandises are non available in salons.

Trade names like AXE and Park Avenue are the major rivals of Wild Stone. Their merchandises are available in barrooms.

First, It will besides do clients cognizant about the Wild Stone merchandises available in the market and besides do them aware about its new launches.

Second, it can assist the company to increase gross revenues.

So the company can establish a new bundle of their merchandises suited for salon.

Suggestion 5

INNOVATIVE DISPLAY

As we see that every soft drink companies provide a little icebox to the stores where they sell their merchandises. These iceboxs are used to hive away and expose their merchandises.

Wild rock should supply silent person iceboxs to the stores who buy immense sum of wild rock deodourants from the company to sell. These little iceboxs should be designed such a manner that it can expose the deodorant bottles.

Adding to this advanced thought is to add a new tagline which resembles with the trade name and says why the trade name is stored in the icebox. Eg. “ Too hot to defy ” .

Sample

Suggestion 6

SOCIAL Selling

Digital selling spends in the Indian ad industry is estimated to be a meager Rs. 900 crore, merely 4 % of entire selling outgos. Yet its range moves in a geometric patterned advance and is considered the most effectual manner to tap the cyberspace understanding Generation X. Geting a on-line web infinite on societal networking sites and web logs has become a au naturel minimal demand.

STRATEGY-Interactive suites ( that is monitored 24*7 ) provide consumers to show must be established. The degree of interactivity will specify the point of difference.

Additionally chart fellow music and genres that correlate with the trade names positioning, can be made available for free downloads.

Decision

Wild Stone as per the study has a broad acceptableness in the market. The nucleus construct is the trade name to go the iconic Indian Male Fantasy Brand that owns the infinite of the Indian sensualness. Wild Stone bases its merchandises on the altering demands of India ‘s youth.The trade name provides merchandises like deodourants and perfumes.The soap and shave merchandises complete a adult male ‘s personal attention ritual.

The undertaking provides a deep penetration about the trade name and how it is positioned in the market.The undertaking gave an thought of the trade name ‘s coveted perceptual experience i.e what attributes the company want consumers to associate it with its trade name and what is the existent perceptual experience of the consumers towards the brand.Finding the spread and carry throughing them by new schemes and advanced thoughts. Wild Stone has a good range to increase their market portion by doing establishing discrepancies in their merchandises and utilizing schemes to strike hard out the spread which prevails between the consumer perceptual experience and the company ‘s perceptual experience.

ANNEXURE

I thank you really much in progress for paying attending to this questionnaire. All in all, there are some inquiries for replying which will assist me for the completion of my undertaking and will take about 2 proceedingss.

NAME-

AGE- ( if age between 22-28 continue or else terminate )

MARITAL STATUS-

What is your profession?

Service

Business

Student

( If service or concern so go on or else terminate )

Make you utilize Deodorant? ( if yes continue or else terminate )

Yes

No

Why do you utilize Deodorant?

For taking organic structure olfactory property

For freshness

For edification

For all

From Where do you buy deodorant?

Retail stores

Promenades

Local stores

Others

All

How make you give importance to the factors while buying a deodourant?

( Rank 1 to 5, where 1 for highest precedence and 5 for the lowest )

Monetary value

Trade name

Boxing

Ad

Aroma

Any other

Which trade name of deodorant do you utilize?

Ax

Wild Stone

Parke Avenue

Others

( if you choose others, so terminate or else continue )

How make you acknowledge the Wild Stone merchandises?

A

Bacillus

C

Calciferol

Other than the trade name name, what symbol in the merchandise helps you to acknowledge the merchandise?

Which colour comes to your head when you think of the Wild Stone merchandise?

What do you believe makes an appealing expression in the Wild Stone merchandise?

Color

Logo unit

Shape of the container

Others

If Wild Stone a adult male, which age group should he belong to?

Below 18

Age 18-22

Age 22-26

Age 26-30

30 and above

Which famous person would you propose who endorse Wild Stone?

Akshay Kumar

Ranbir Kapoor

Emraan Hashmi

Aamir Khan

None of the above

What kind of games would Wild Stone drama. If a adult male?

Bungee jumping

River Rafting

Skiing

Rugby

Cricket

If Wild Stone were a individual, rate the undermentioned properties.

( Rate 1-5, where 1 for Strongly agree and 5 for Strongly Disagree )

Rough & A ; Rugged

Dynamic

Dangerous

Adventorous

Describe people who will be the users of Wild Stone trade name.

1.

2.

3.

4.

If Wild Stone a individual, delight rank its modernness.

Very Modern

Modern

Less Modern

Slightly Conservative

Conservative

Very conservative

If Wild Stone a individual which nationality would he belong to?

Which of the activities will the Wild Stone adult male enjoy?

( Rank 1 for the activity he enjoys the most and 6 for the least )

Traveling for a household map

Traveling for a cricket lucifer

Traveling for a blind day of the month

Traveling for a walk

Traveling for bent out with friends

Traveling for an adventuresome trip