MAGNUS SCHOOL OF

BUSINESS
MANAGEMENT
THESIS
 A STUDY ON EFFECTIVENESS OF
AACHI MASALA ADVERTISEMENTS
INTRODUCTION:
This study entitled “A STUDY ON
EFFECTIVNESS OF AACHI MASALA’S
ADVERTISEMENTS” is conducted in Aachi
masala Pvt. Ltd.,
This study is all about three advertisements
for Aachi masala’s

“Thaai vetto seedhanam”

“Ooralam pechi samaiyaluku aachi” and
“Vagai vagaiyana samayaluku aachi
 COMPANY
PROFILE
FOUNDER:
Mr. A. Padmasing Isaac is the Founder and chairman of Aachi
Group of Companies.

VISSION AND MISSION

Vision

To manufacture and market products on a sustainable

financial basis of profitable growth and increasing value for
our customers and stakeholders.
MISSION:

We are committed to cater our customers with

the
finest, high quality products, hygienically
packed
and competitively priced to continually exceed
our
customer, producer, and supplier’s
expectations
with a mutually profitable relationship.

We will achieve this with in a business culture

 The company has grown from humble beginning and the
sales turn over of the year 2008-09 stands at 20 7 Crores.

 Their turn over has been increasing at 50% over the last two
years and they are confident of continuing this growth rate.

 We have currently 105 product ranges available in different

pack size to suit every house hold.

 The success stems from consumer-oriented approach. After

surveying the consumers needs R & D develops the products
as per the consumer’s requirement. As per quality guidance
and specifications the products are produced by the qualified
manufacturing company through special partner oriented
programmed.

 Currently products reach the consumers through 2000 Agents

and 4 Lakh Retailers. Our product range is classified under 7
Divisions for better and easy distribution.
PRODUCT PROFILE:
 Masala Powders

 Non Veg Masala

 Spices

 Spices Powders

 Rice Paste varieties

 Thokku

 Pickles

 Cooking Paste

 Non Veg Pickles & Thokku

 Oil

 Ready to Cook Flour

 Flour Items

 Special Products
PROBLEM STATEMENT:
As it is explained earlier that advertisements are very
complicated and have to invest more for advertisement
and promotion activities. It’s because of creating
awareness about product for the people so those
activities have to fit into mind of the people. This
study is to find out whether there is sufficient reach
of advertisements for Aachi masala.
OBJECTIVES:
To find out whether people have noticed the advertisement for Aachi
masala if so it related to increase in the business.

Secondary objectives:

To find out whether customers are able to recall the advertisement

To find out whether people are able to describe the advertisement

To find out whether advertisement induces customers to buy the

product

To find out whether the recent changes in advertisement has

influenced more people to buy the product
SCOPE OF THE STUDY:
The study is conducted from house wives to find out the
awareness level of the brand. If this study includes all categories
of people then it will indicate higher awareness level.
Primary data was used to identify the effectiveness of
advertisements. Collection of secondary data would help to
acquire more knowledge.
This study is conducted at micro level i.e. only concentrated
chennai market. Macro including state as a whole would help to
understand and develop better strategies.
RESEARCH
METHODOLOGY
Definition:
REMAN and MORY defines research as “Systematical effort to gain
new knowledge.”

Research Design:
The research design is the determination and statement of
general approach of strategy adopted for the particular project. It is the
heart of the planning, which will ensure that the needs will be served.

Descriptive and adoptive research has been followed in the study

as it is invested to produce accurate descriptive of various relevant into
the decision faced without demonstrating that some relationship exit
with in variable. It is used to measure the behavioural variables of
people subject who are under the study
Sampling:
Sampling may be defined as the selection of some part of
aggregate or totaling on the basis of which judgment or inference about
the aggregate is made.

The sampling technique used in this study is “Convenience

sampling.” When the population elements for inclusion in the sample
based on the easy of access, it can be called as convenience sampling.
LIMITATIONS:
1.This study conducted within one geographical
area, which is applicable to Chennai only.

2.This survey which was taken in particular area

only.

3.This survey is only taken from homemakers, who

generally cook.

4.This study was conducted only with limited

number of data.
SWOT ANALYSIS
Our Strengths
• Employees

• Loyal customers

• Continuous market analysis and study

• Strong resources & Network

• Quality service

• Standardization & gradation of products as per international standards

• International business standard ethics

• Our turn over has been increasing at 50% over the last two years and we are
confident of continuing this growth rate. We have currently 130 product
ranges available in different pack size to suit every household.
Weakness:
Any existing or potential force which could server as a barrier to maintaining
or achieving a competitive advantage in the market.Ex.Lack of a clear
company strategy, Lack of training opportunities.

Opportunity:

Our products are also available in the following international locations.

Dubai, Switzerland, Australia, USA, Kuwait, UK, Bahrain, Qatar, Jamaica, Singapore &
Canada.

Thread:

Compitition Only major competitor is Sakthi masala. Others

Chinni’s,MTR,Everest,Lala was our thread.
LEARNING
• Learned effective research skills and research methods and
usefulness of statistical tools.

• Learned the effectiveness of advertisements in a practical way.

• Learned how much advertisements play important role in

FMCG companies.

• Learned an idea about sponsorship for television programs.

• Learned consumer behaviors on advertisement.

• Learned different perceptions of the people about

advertisements. Some people are unaware about Aachi masala’s
advertisement but they are still regular buyer of the product.

• Learned about FMCG company in practical way by directly

speaking with people.
CONCLUSION
• According to this study, I have found out that people
notice advertisements and the awareness level of the
brand is good only because of advertisements.

• “Thaai veetu sedhanam” and “Vagai vagaiyana

samaiyaluku aachi” advertisements have reached
people in good percentage.

• According to this study, we can’t come to conclusion

that advertisements are either related to increase the
sales. It is based on perception of the people.

• Based on this study I would say television

advertisements have more reach to the people.
THANK YOU