CHAPTER – 1

INTRODUCTION

THEORETICAL BACKGROUND OF THE STUDY

Basically, this research is about how brand value and media ability try to build different
personalities and images for themselves. Then he thought about the obstacles and
disadvantages he faced to make more sophisticated images. This overview also identifies
advertising and advertising material that Saint Gobain has used up to now and then with the
help of external customers. The study also aims to find gaps between administrative and
customer attention. With the help of the above-mentioned discourse and the consistent
cooperation with Saint Gobain, we want to show respect for the promotion of strategies and
persecution, as well as for the crusade that the organization can do. We finally deal with
customer support and loyalty projects and make suggestions for improvement.

ABOUT THE SUBJECT

Publicizing is the advancement of products, administrations, organizations and thoughts, for

the most part by a perceived support. Advertiser considers publicizing to be a piece of a total
special technique. Different segments of the limited time blend incorporate attention and
advertising and individual selling and deals advancement.

Publicizing is an administration work. While publicizing is the occasion limited time the
executives is the entire procedure work of promoting beginning from statistical surveying
extraordinary through promoting essential to genuine deals or accomplishment of goal. Be
that as it may, promoting the board does not stop here. It goes further with respect to
assessment of the entire money saving advantages that were associated with the full exercise.

This implies if there is open administration attention with a target to build residential sparing
the assessment would happen as far as the real ascent in neighborhood saves as it very well
may be found from banks and other budgetary organizations. On the off chance that it's about
an introduction of another item, at that point the assessment would be as far as advantages
gotten from the cost soaked in the advancement battle.
Publicizing the board incorporates different specific sub capacities like media technique,
message methodology media arranging, media purchasing and so forth. While publicizing the
executives is an indivisible piece of the promoting office and more often than not, and the
showcasing area of an association is concerned more with statistical surveying and
assessment of results.

Every element of an advertising promotion is different. A company’s advertising promotion

may be carried out with the help of the following:
Catalogs
Brochures
Direct mail
Television and radio
Online advertising
Print projects
Sales letters

Two types of Brand Equity – FBBE & CBBE

Firm Based Brand Equity (FBBE) - It's about brand budget awards for associations. ECEC
consists of the value of this brand, which brings the benefits of the organization as an
additional part of the brand, where brands have the ability to continue to compete and
perform and suffer due to urgency.

Consumer Based Brand Equity (CBBE)–This is the brand's value in terms of the brand's
value with the buyer (including the attention of buyers who own brands, real premiums that
add brands, various accessories relevant to the brand) their souls, their passionate interface,
their dedication and passion have a brand name and a number of other similar actions).

Direct Approaches to Measuring CBBE

In general, it includes an assessment measure: assessing brand respect for the rest of the
offer, using strategies such as collaborative research (brand value assessment) and
investigating trends in perceptual bias trends. Buyers have a variety of methods for their
brands: classification of brands from other properties (such as articles, binding, sales
promotions, transactions, assignments, etc.) and prices
In addition, income premiums lead to a cost or income bonus method (for example,
measuring the premiums of costs or wages generated by a brand compared to similar
decisions).

Providing continuous reports to informal communities conveys the most amazing quality
customers, like those who want to make changes. Aggregate Knowledge Organizations
analyze billions of promotional presentations to control what brands are best for brands.
Learning skills are a distraction ability to create new influences from customers that are
created, and this is just the beginning. While some organizations can think about how to
build their base, the number attached is not the main response. The ability to reach customers
that your business truly thinks and related costs are important issues in web-based social
networking systems. Here are the results of major surveys and tips on how to make your
business easier.

The brand value model consists of several phases and begins with brand attention, equality
and contrast goals, positive responses, and intense dynamic loyalty.

The purpose of this point is to make the brand known to the desired interest group through
advertising and popularization.
Today online network levels are used effectively to increase brand adoption and transfer
characters closer to their customers.
The second level is their recognition and motivation is to give customers the opportunity to
familiarize themselves with the brand and remember it. The buyer then chooses to try the
brand and explore its quality. This is the initial stage.

This is where the quality with the background of the fact that the first introduction is the most
durable. If customers are satisfied, they may choose the same brand again.
At this point, customers also begin to engage with brands, depending on their brand
practices, employees, customer management, sales promotions, and many different items.

1.2 Industry Profile

Glass is manufacturing is started before 3600 years ago in Mesopotamia. However, they may
have duplicated Egyptian glassware. Another supporter of archaeological evidence is that the
main glass was made on the coast of northern yria, Mesopotamia or Egypt. The most
important realized glass objects are in the middle of the second millennium before the New
Age. Initially as an accidental side effect of metalworking or when joining faience the opaque
transparent material produced by the coating process. Glass products remained wasteful until
the things that flooded civilian homes in the late Bronze Age seemed to translate glass
production.
The increase in glass innovation in India was expected in 1730 BC. Start. However, in
ancient China, glass production seems to start poorly, unlike faience and metalworking. Since
archaeologists have increased glass protests against the previous Roman Empire, which was
used in residential, modern and funeral conditions. Old Saxon glass is found throughout
England, amid archaeological excavations from residential parks and memorials. In the
Anglo-Saxon era, glass was used to make a series of articles, including ships, dots and
windows, and even gems.

Glass Industry in India HISTORY

The development of Indian innovation in the glass field in South Asia could be 1730 BC.
Start. At that time, glass found in places later showed 600 to 300 BC. Ordinary date, nuance.

Proof of a chalcolithic glass found in Indian Hastinapur. Parts of the scriptures that affirm
glass in India are Brahman and wine. However, the most important sign in a significant
number from the 3rd century BC is. From the zarchaeological site found in Tahashila, which
has now been found in Pakistan with brass and plaster, small craftsmen and varying amounts
of tiles.

In the first century AD, glass was used in South Asia for decoration and packaging. Contact
with the Greco-Roman world, even more modern systems and Indian experts experienced
several centuries ahead of various techniques for the formation of glass, ornaments and
shade. Time Satavan in India also produces short laminated glass barrels, such as B. provided
with yellow lemon green braids.

Macro scenario of glass industry

The global glass market for flat glass in 2004 was around 38 million tons, which is estimated
at 15 billion euros for the size of the main assembly. 70% of the glass produced on earth is
used for windows and building coatings, the other 20% for furniture and built into structures.
An extraordinary 10% will be used to cover the car.
Regarding the use of elements in the structure, about 40% of glass applications are for new
molds, 40% for recovery and 20% for internal applications.

Geographical Marketsand level of maturity

. . .

China,Europe and North America make up 75% of world glass orders. Of these Europe is the
most experienced market Japan and North America have ever seen. Market development is
determined by increasing interest in glass worship, strict guidelines for the recovery of glass,
and more than 40% of the glass used to improve business. The ads produced also monitor
higher glass consumption per capita than those who are less experienced. Most Asian markets
are still underdeveloped.

Interest in glass has grown exclusively over the past two years, surpassing GDP growth in
most leading countries. Glass interest is estimated to increase by almost 4% every year in
China.
Interest in glass is promoted by government institutions and rules governing welfare control
and conservation of vitality. The trend of configurations that support polished structures that
capture the most striking normal light will ensure the development of the glass business.

Micro scenario

Auxiliary coating and drapery encasing stayed first found in the United States in the mid-
40s From North America, the aptitude spread first to Europe then to Australia and after
that to South East Asia. The underlying structure in India that had a blind divider was the
Le Meridian Hotel in New Delhi which was built in the mid 80s in making arrangements
for the Asian Games. By the 90s drapery dividers were perceived as standard innovation
for top of the line structures in the nation, with a blast of ventures in Mumbai and the NCR
area and future in Bangalore and Hyderabad and Chennai driven by the IT blast. Presently
basic coating is a typical instead of a special case for shopping centers and corporate
structures Also, the country over.

The glass and coating industry for structural application in India for the year 200 was
esteemed at least Rs 100 Cores. Of this. The glass part it would be an about 1.2 million
square meters, and Indian imported ACP would come to around 1 million square meters
and additional 700,000 square meters would establish private windows.

In geographic terms the South Indian district ruled by Bangalore and Chennai and
Hyderabad and parts of Kerala adds to around 30 percent of the glass utilization. West
India pursues with 29 rates. Here Mumbai and Pune and parts of Gujarat are enormous
buyers. The North Indian market including for the most part of Delhi and the National
Capital Region represents 20 percent of the absolute compositional glass and coating
market. East India as of now gives just 7 percent of the utilization. Anyway with a
reestablished spotlight on land in West Bengal this is set to change and this territorial
market is becoming quick.

Future growth
The global share of flat glass is expected to rise in the upcoming years due to increase in
automation and construction industryas well as in government consumption of energy
source will also effect to the global market demand for the flat glasses in solar appliances.
Significant increase in the latin American building construction sector also creates market
growth in future. The focus on building energy-efficient buildings and improving existing
infrastructure is increasing. The following countries moving towards consumption of solar
energy that which can be used in many sectors. All of this elements are ability to have a
good impact on higher growth and demand for the flat glass in the global market. As
consultation and automotive is the sector which are mainly depending on flat glass
manufacturers, flat glass manufacturers’always will be having a demand for their product
and they will be always be survive in future. It is assumed that various flat glass auctions,
construction and construction will lead the world market for flat glass, because the share of
sales in the forecast period is expected to exceed 70% of the world market for flat
 glass.This section is committed to managing the market until the end of 2017 and will
remain stable in terms of market development. The development and development
segment must provide another $ 22 billion for a place in the range 2017 and 2025, while
the automotive business (with mechanical parts is expected to grow between 2017 and $
4,752.2 million). 2025.

With the release of a new market report published by Lucintel, the future of the global flat
glass industry looks good with opportunities for automotive glass and special glass. Flat
glass production worldwide is expected to grow 5.5% from 2016 to 2021. The main
drivers of growth in this market are the growth of the construction market, increased
production and sales of motorized vehicles, increased per capita income, and more
technological advancements.

Building glass, automotive glass, and special glass are one of the main segments of flat
glass in this huge market. Based on the overall study, Lucintel predicts that automotive
glass and specialty glass will grow above average above the projection horizon.

In worldwide level glass generation, the car glass section is relied upon to remain the
biggest market. Low financing costs and an ideal expense framework are required to
animate vehicle deals, which will drive the development of this fragment amid the
estimate time frame.

CHAPTER -2
COMPANY PROFILE
SAINT-GOBAIN CREATES HISTORY

In 1917 it was recorded that, once French Prime Minister Clemenceau was saved from an
assassin’s bullet. The bullet was stopped by the glass Windshield of his car and that glass was
from Saint-Gobain. Today the Saint-Gobain is a Fortune of 500 company and 18000
employees withoperations in 46 countries and annual sales exceeding Rs.125700 Cores.
Since1665. Saint Gobainwell-known itsexistence in India by obtaining a mainstreampale in
grind wellnorton in 1996 and thereafter went to link and strength its occurrence within the
country. The group has implemented a logical focus intheinduction its single businesses in
the India and presently functions in the two business areas construction products and
innovation materials. By connecting brands with ideas of value and resources, advertising
capacity is fully changed and given the opportunity to expand existing life strategies and get
space for official tables.

Saint Gobain is one of the majorproducers of modern building materials and glasses
manufacturers. About 80% of the offers are identified through the Saint Gobain improvement
window. The more offers made in Europe, the more French organizations.

The Saint Goben has five main business areas that allocate buildings, interiors, glass levels,
external devices, and glass levels

Saint Gobain are the first and foremost global companies that were initially known for
assembling building materials and on all glass. The organization is headquartered in France
and is listed on the European Exchange 50. Nearly 350 years ago, Saint-Gobain began
building a complete market base. Together with glass, this glass is also known for the
production of ceramics and plastics as well as abrasives and plasterboard, as well as for
packaging and various inexhaustible materials needed for development. Since 2018, this
organization has jobs in Africa and Asia, North and South America, and Australia and
Europe. The company employs 185,364 people and generates sales of $ 42,025 billion per
year. Today, Saint-Gobain is a Fortune 500 organization with 18,000 employees in 46
countries and annual reductions in all Rs.125700 centers. However, that does not change the
behavior of Saint Gobain to its customers. Every customer is still the ruler.

Like the pyramid "St. Louis Goblin" "Louvre", this organization has also increased over time
and has developed as an exclusive and consistent relationship between the past and the
threatening.
With its rich history, it has a favorable habit and constant evolutionary task, Saint Gobain
reclassifies the pattern of glass production in many cases according to the total number of
possible fates of glass.

Since 1665, Saint Gobain has planned and prepared arrangements and materials which are
key components for all of us. It tends to build everywhere on our foundation, our daily lives
in structure, modern applications and transportation. They provide welfare and comfort in
performance while responding to asset efficiency, environmental change and development
that can be realized.

Saint-Gobain Group in India

The Saint Gobain came existence into India in 1996 and was profitable and solid. At
present, he has become the market leader in his core business with 25 factory locations
and around 6500 jobs throughout India. In 2017 Saint Gobain demonstrated an offer of
around 6398 centers.

For SaintGobain, India is a big open door for development. These are two key units that
are the organization of the House of SaintGobains Saint Gobain India Pvt Ltd. in India
and Grind Well Norton Limited has traded open market organizations. The group
recognizes effective startups in various organizations in India and is now working on two
building products and creative component business.

SaintGobain India Private Limited designs, manufactures and markets elite building
materials and for home and modern applications, as well as automotive, aerospace and
barrier, security and recreational operations throughout the world. It offers abrasive and
clay based materials and plastics at the glass level as well as specialty textiles such as
gypsum and mortar plasterboard, acoustic and heat resistant elements, cement cement and
mortar modern construction, materials for building materials and building materials for
the structure of new applications, repairs and markets for home improvement. This
organization was consolidated in 1996 and headquartered in Chennai, India. Saint Gobain
India Private Limited works as an assistant to the Society of Saint Gobain.
 Saint GobainIndia Pvt Ltd is the head office of Business Glass in Chennai and has
modern offices in Sriperumbudur near Chennai, Tamil Nadu, Jhagadia near Bharuch
district in Gujarat and Bhiwadi near Alwar in Rajasthan. Installing this household glass.

HISTORY OF THE COMPANY

From the mid-17th century luxurious objects such as lace, mirrors and silks textiles are in
greater demand.
In 1660, the mirror was famous among the higher public groups. Italian cabinets and pier
tables and ormate side tables were decorated with this luxuriousand expensive product.

However at that time France did not know about the mirror technology. Instead of they were
known as world lead in the glass manufacturing, monitoring a mechanical and profitable
monopoly of mirror and glass business.

French money priest Olivier Bloch needs France to get local interest in luxury goods by
strengthening the economy. In October 1665 Colbert made an open envelope patented with
letters. Production of the Royal De Glasses and Mirror of the French Factory Royal Mirror-
Glass Factory.
French minister of the Franchbluche wanted to develop completely self-sufficientin fulfilling
the domestic demand for the expensive product there by making more strengthening national
economy. Colbert establish by the patent latter the public enterprises manufacturing royale de
mirrors and glasses French pronunciation royal glass mirror in October 1665.

This organization has been around for twenty years and to a certain extent is funded by the
state. The first recipient and director was French agent Nicholas Dwyer, who was liked by
Orleans and for twenty years was given an impressive business model for the manufacture of
glass and mirror glass. The organization has a random name Compagnie du Noyer.

For the Italian mirror industry, Colbert sent several Venetian glass makers he rented in Paris
to work for the organization. The immaculate main mirror was delivered in 1666. Shortly
thereafter, the mirrors made in Fauborg and Santonotine under the French organization began
to coincide with those in Venice.
The French organization can produce mirrors from 1.0 to 1.1 meters (40 to 45 inches) which
are then considered prominent. The challenges between France and Venice have changed so
much that Venice describes it as an abuse for some glass craftsmen who need to go to
Practice their exchanges elsewhere, especially in remote areas. Nicolas de Neuer opposed the
newspaper that jealous Venetians refused to give French workers the secret of French glass
and the organization could not pay their fees.

Life in Paris is a source of irritation among experts, and supplies more expensive boilers in
the capital than anywhere else. In 1667, the production of glass was moved to a small glass
heater, currently located in Tourlaville, near Cherbourg in Normandy.

Despite the fact that the Compagnie du Noyer was consolidated from time to time for
Venetian glasses, and most recently in France until September 1672, the famous French
manufacturer for each Louis was all based on constant knowledge of Tabuglas's condition. In
1678, the organization sent the trophy to the Mirror Residence Royal Residence of Versailles.
In 1683, plans for organizations with the state were restored for two decades.

However, the company to some extent was funded by the state in 1688. Compagnievart used
a different tear technique that enabled it to produce reinforced glass mirrors somewhere
around 60 inches (40 inches), 1.5 inches (1.0 meter) wide ) longer than the Compagnie du
Noyer 40 inches (1.0 meter).
Both partnerships were challenged for seven years until 1695, when the economy withdrew
and their business and special conflicts turned out to be counterproductive. At application of
French Government. Both organizations were asked to mix the company's plasticizer.

In 1702 CompagniePlastier defended all financial obligations. The Franco Swiss Protestant
financiers defended the disintegration organization by changing the name of the
CompagnieDagin Court. At the same time, the organization received an original license that
enabled it to maintain a legitimate business model in the glass industry until the
transformation of France in 1789, despite the wild and sometimes rough challenges faced by
risk-free guerrillas.
VISION AND MISION
Vision
Building factory producing variety of thicknesses, colors, and sizes to satisfy the different
needs of its valued customers. To continue the ideal choice to trust upon to take our
customers business forward to the upcoming with our technical expertise and excellent
functional coupled with wide industry knowledge.

Mission
To continuously strive for the excellence in all our all operation and differentiate ourselves
from the competitors through quality products and dedicated services and quick response
to the client’s needs methodology engaged and suppleness in working with the clients.

QUALITY POLICY

Our quality system is to provide creative items on a timeline that meets or exceeds the
needs and desires of our clients, while taking a stab at continuous improvement in all items
and procedures alongside giving stewardship in wellbeing safety and ecological effects.

We firmly believe in acting responsibly towards our customers, our employees, and
society at large. We consider quality as a core value in providing safe, effective, and
innovative products. Our quality culture drives continuous improvement and supports
innovation yielding us competitive advantage. This Quality Policy applies to all products,
quality systems, and product quality and compliance related business processes of the
Fluid Systems sector of activity of Saint-Gobain.

 Bangalore, India ISO 14001:2004 Environmental Certification.

 Bangalore, India ISO 9001:2015 Certification.
 Saint-Pierre Les Nemours, France ISO 9001:2008 Certification.
ACHIEVEMENTS

 In 09/05/2017 Huge views definite aboard Indian trains

Indian Railways chose Saint Gobain multi comfort glazing to provide the roofs of its new
Vista dome coaches

 In 27/07/2018 see over the tyrol mountains with Saint Gobainglasses

The balcony of greatMessner Mountain museum in theCoroners inactive atop one of the
dolomites points at a height of 2275 meters in north of italyoffersto visitors a snifftaking
view of the Tyrol Mountains that thanks to its Saint Gobainglass balustrade.

 In 03/12/2017 SHEERFILL shines on banks of the black sea

Building of the new senolgunes Stadium Turkey is complete. 

 Saint Gobainenergies on show the Louver Abu Dhabi by making a cultured glass art work
by an emirati artist
Saint Gobain ispleasing part in Co Lab a short-term exhibition that newlyreleased at the
Louvre Abu Dhabi. Exhibitiondisplaysworkings by four artists living in the United states
of Arab emirates shaped in teamwork with four famous French industrialists including
Saint GobainJust glassworks and Saint Gobainverrerie.

 09/25/2017 Saint Gobainonboard the first French cross border

Saint Gobain is providing the finishing for new tram way that link Kehl Germany and
Strasbourg France on the new side of the rhine. Considered by alstom the first France
Germany cross border tramway it brings the two cities nearer and make residents travel
cooler by crossing the Rhine Bridge. 

AREA OF OPERATION

With 2018 sales of €41.8 billion Saint Gobain operates in 67 countries and has more than
180000 employees.Now it is a leader in all its major businesses and it have 25 manufacturing
sites and around 6500Employees are working in India. In 2017 Saint Gobain registered sales
of about RS 6398 Cores. For the Saint Gobain CompanyIndia presents a huge opportunity
for growth and also expansion of their company.
PRODUCT AND SERVICE PROFILE

 Installation accessories:
Sealants, tapes, protectors,super-fast installation.
 Windows:
Blues, greens, neutrals, gold, bronze.
 Facades and curtain walls:
Basic solar control, advanced solar control, thermal insulation, high performance glazing,
single glassed application, double glassed application.
 Processed glass:
Floors, stairs, balustrades and skylights:
 Partitions:
 Writing boards:
 Attack and blast resistance, marine:
 Shop fronts and display cabinets:
 Furniture:
 Interior design and decoration:
 Specialty products and solutions:
 Mirrors:
 Shower enclosures:
 Kitchen cabinet and wardrobes:
 Fire safety and high security:
Fire resistance

ORGANIZATIONAL STRUCTURE

Financial
Department

Assistant
Manager
Financial Administration Marketing and IT Engineering Product
Department Department Sales Department Department Department Dept

Financial HR Marketing IT admin Design Product

Department and support Department lines
Staffs Department
Department
Cashier Administration Sales
Ware
Department
house

After sales
Service dept.

DEPARTMENT

 Financial Department
 Administration Department
 Marketing and Sales Department
 IT Department
 Engineering Department
 Product Department

INFRASTRUCTURE FACILITY

 Canteen for employees

 Drinking water facility
 Parking facility
 IT infrastructure
 Computers
 Personal Cabin
 Restroom
 Lounge

COMPETITIORS
 BOROSIL GLASS WORKS LTD
 ASAHI INDIA GLASS LTD
 EMPIRE INDUSTRIES LTD
 EXCEL GLASS LTD
 GUJARAT BOROSIL LTD
 HALDYN GLASS LTD
 HARAYANA SHEET GLASS LTD
 HINDUSTHAN NATIONAL GLASS & INDUSTRIES LTD
 HOLINE GLASS LTD
 JAI MATA GLASS LTD
 PIRAMAL GLASS LTD
 SHRENO LTD
 SWISS GLASSCOAT EQUIPMENTS LTD
 TRIVENI GLASS LTD
 VIAAN INDUSTRIES LTD

SWOC ANALYSIS
. . .

Strengths.

1. Operation in field on glass manufacturing, plastics, construction materials production,

Packaging, ceramics, plasterboards, abrasives.
2. The organization employs more than 180,000 people worldwide.

3. In height levelstrong existence and brand equity throughout the world.

4. Highcreatoraround worldwide for Glass fabric.

5. Strongmarketing exercises and brandingmake it high brand remembrance product.

6. More number of research centers around 3500+ researchers and yearlyadded more
Than 400 patents.
7. The corporate social responsibilities activities are doing more and also spreading
Across the world.
Weaknesses
1. This brand is still being built in the development of financial aspects.

2. Being a market leader each activity is in under open eye and investigation.

Opportunities

Companies can take advantage of cross domain activities for higher development
Areas.
1. ConstantImprovementin more innovation and more research.

2. Advertising, marketing and sponsorship can boost operations.

Challenges

1. There is strong competition in all operational fields.

2. Price war can affect Saint Gobain business.

3. A promising global economy can affect international business.

FUTURE GROWTH AND PROSPECTS

 Saint Gobain aims to triple it revenues in the next 10 years to 20000 Crores.

 About 130 million or 10% of Saint Gobain investment capex, find their way to India
that contributes only 2% of its sales.

 Users of the container glass is less number in India it is the opportunity for saint
gobain to increase market share of container glass in India in future.

 Improving the innovative technology for recycling of the wastage glasses

  The segment observed share of nearly 26% in 2008 and is expected to reach 35 % by
2022.

 To bring innovative reflective glass to the global market.

.
 CHAPTER – 3
RESEARCH DESIGN

REVIEW OF LITERATURE

1. David Aaker (1991)

In his report he stated that brand equity is a liabilities and brand assets that are
interrelated to its brand name and sign it has the potential that may bring value to the
company or it may diminish the value of the company on the basis of product and
service wichiisserverd by the company to all customers. Whereas the equity it is a
type of an asset that have an capability to add value to the company by product or
service and it may also bring down the value from its liabilities. To reduce its value,
suppose the Aakers brand capital model is a conceptual model. Subsequent research
empirically tested this model and found that it explained most of the groups are
capitalcontribution.

2. Srivastava and Shocker – 1991

Conceptualized brand equity will include of two elements such as brand strength and
brand value. Brand strength consists of consumer opinion and their behaviours with
opinion of higher brand. Brand value is the one of the tool which has an ability to
bting brand strength to firm to increase the present higher revenue and future profits
and lesser risks. For example brand strength can be influenced by spreading brand to
other products where from this activity the brand equity value will be increased.

3. Kevin lane keller – 1993

This author says that consumer behaviour brand equity model is the different outcome
of the brand wisdom on customer reviews to make brand marketing. Kevin states that
the conceptualization of brand equity will be varied according to the purpose of the
brand equity. He conceptualized brand equity He designed brand capital to develop
marketing strategies to improve brand marketing activities. The response or impact of
the company's marketing efforts depends on the brand's knowledge. Keller designed
 brand capital with the association network storage model and harmonized the brand
with consumer brand knowledge.

4. Peter Farquhar -1989

Peter distinguished that brand equity is just like award that can bring value to the
product and service of the company. Brand equity give more cash flow when brand is
attached to the product. From the consumer opinon the brand equity outcome in
increasing approach where value is added to the product by brand strength.
The peter summaries the brand equity contains the 3 components that are
 Brand loyalty
 Brand personality
 Attitude convenience

5. Evans – 2008
This study stated that the social media is one of the platform that data transfers from
people who want to content person who reads the content and publishes it. It a
platform that connect a huge group of people between peers, people and authors.
Social media use the knowledge of large people in correct information by connecting
in collective manner. Social media can grasp many different types including internet
media, internet, message panels and websites and broadcast pictures and videos.
Whereas etal says that social media will be forming people online communities by
websites and shares the information

6. Kaplan and Haenlein -2010

It represents online life, namely a collection of web-based applications that work with
ideological websites and specifically 20 to enable the creation and marketing of user
content. In addition, they recommend that organizations know that web-based tools
for a lifetime, such as: For example, customer profiles, customer reviews, and surveys
might appeal to some buyers as the main data source if they approve a substantial
purchase.
 7. Skfko - 2010
Safko calls social ideas the need for individuals to connect with other people and the
media as a tool to create these associations. Despite the fact that people participate
and use different advertising techniques, life on the Internet is always more interesting
than the old strategy, because it provides shared correspondence.

Title of the study:

“A study on brand equity and media efficiency at Saint Gobain India PvtLtd Bangalore”
. . .

STATEMENT OF PROBLEM:
Increasing competition in the field and maintaining the brand equity in the market is the
major problem of the project undertaken.

NEED FOR THE STUDY:

The study is based on a brand equity and media efficiency of Saint Gobain, to know how the
customers behavior towards the Saint Gobain product, to understand the role of media
making awareness of the Saint Gobain products. Taking the responses form used customers.
From this the company able to know that what the customer really expect.customer response
shows the good will and market position of the company.

SCOPE OF STUDY:

 Being a project scope will be based on the everyday operations of Saint Gobain India Pvt
Ltd Bangalore.
 To understand the concept of brand equity of Saint Gobain India Pvt Ltd Bangalore.
 To understand the causes of media efficiency of Saint Gobain India Pvt Ltd Bangalore.
 To analyze the trends of Saint Gobain India Pvt Ltd Bangalore.

OBJECTIVES OF THE STUDY:

. . .

 To study the trend of Brand Equity of Saint Gobain India PvtLtd Bangalore.
  To determine the factors affecting the Media Efficiency of Saint Gobain India Pvt Ltd
Bangalore.
 To find out the effectiveness improving and brand assurance of Saint Gobain India
Pvt Ltd Bangalore.
 To understand the brand strength and goodwill of Saint Gobain India Pvt Ltd
Bangalore.

 To suggest measures to reduce competition of Saint Gobain India Pvt Ltd Bangalore

Data Collection:

Sampling Unit:
“A sampling unit is a distinct member of the sample”.
Customers of the organization considered as the sampling unit for the study being conducted.

Sample Size:
The sample size identified to conduct the study is 50 customers collectively from the decided
sample unit.

SOURCES OF DATA COLLECTION:

PRIMARYDATA: .

Primary data is data that which is used to collected for the first time. It is collected through a
structured questionnaire method. That the questionnaires which was given to customers and
responses has been recorded. Primary data will be collect through personal interview with
direct interaction with required people and with the manager and officers and taking their
perception with regard to the topic of the study.

SECONDARY DATA:
The information which is collected by someone that is other than the user before collected
data for conducting the research is considered as secondary data. Previously peoples had been
studied or worked on subject.
Secondary data related to the study is collected through the customers and consumers records,
journals, e-journalsetc.

LIMITATIONS OF THE STUDY:

 The small sample size used to do the current study in the Bangalore city cannot be
generalized for entire population as sample size is too small.

 The data collected from customers is by observational study andquestionnaire

response by the customers and consumers and hence 100% reliability is not assured.
CHAPTER- 4
DATA ANALYSIS AND.INTERPRETATION
.. ..

Gender Respondents
..

TABLE-1 .

Gender of the respondents

NUMBER OF
GENDER RESPONDENTS .

PERCENTAGE .

1 MALE . 34 68%

2 FEMALE . 15 30%

3 PREFER NOT TO 1 2%
SAY

Analysis:
The above table shows that 37 of respondents are belong to male and 15 of respondents are.
.

belong to female and 1of the respondents is belong to prefer not to say.
GRAPH -1

Interpretation:

The above graph demonstrations that the majority respondents are male who have responded
to the survey.

2%

30%

68%

FEMALE MALE Prefer not to say

Age group of Respondents
TABLE - 2

Age group of the Respondents

SL NO AGE GROUP NUMBER OF

RESPONDENTS PERCENTAGE

1 18-25 30 60%

2 26-35 12 24%

3 36-46 4 8%

4 Above 45 4 8%

Analysis:
The above table demonstrate that 30 of the respondents are go to 18-25 age group and 12 of
respondents are belong to 26-35 and 4of the respondents is belong to 36-46 and 4 of the
respondents belong to above 45.

GRAPH -2
 8%

9%

23%
60%

18-25 26-35 36-46 Above

Interpretation:

The above graph shows that the majority respondents are 18-25 and 26-35 age group who
have responded to the survey.

Education qualification

TABLE – 3

Education qualification
 SL NO EDUCATION NUMBER OF PERCENTAGE
QUALIFICATION
RESPONDENTS
1 4
SSLC 8%

2 PUC 5
10%

3 GRADUATION 20
40%

4 POST GRADUATION 19
38%

5 OTHER 2
4%

Analysis:
The above table shows that 4 of the respondents education qualification is SSLC and 5 of
.

respondents Education qualification is PUC and 20 of the respondents Education

.

qualification is Graduation and 19 of the Education qualification is Post Graduation and 2 of

the respondents Education qualification is other.

GRAPH -3
 4% 7%

9%

38%

41%

SSLC PUC GRADUATION

POST GRADUATION OTHER

Interpretation:
The above graph shows that the majority respondents are graduated peoples who have
responded to the survey.

How do you know about Saint Gobain?

TABLE – 4
Awareness and effectiveness of media

NUMBER OF
SL NO TYPES OF MEDIA RESPONDENTS PERCENTAGE

1 TV advertisement 32
64%

2 News paper 9
18%

3 Radio 1
2%

4 Social media 28
56%

Analysis:

The above table shows that 32 of the respondents had selected TV advertisement and 9 of the
respondents had selected newspaper and 1 of the respondents had selected Radio and 28of the
respondents had selected social media.

GRAPH -4
 70%

60%

50%

40%

30%

20%

10%

0%
Tv advertisement (32) News paper (9) Radio (1) Social media (28)

Interpretation:
The above graph shows that the majority respondents has selected the TV advertisement
followed by social media, newspaper, radio.
This will help the company to decide which media to target for advertisement and also to
improving.

Do you trust in our brand?

TABLE – 5

Equity of the brand

SL NO BRAND EQUITY RATINGS PERCENTAGE

1 YES 49 98%

2 NO 1 2%

Analysis:

The above table shows that 49 of the respondents have positive response on trust and believes
on brand and 1 of the respondents has negative response towards brand.

GRAPH -5
 2%

98%

YES NO

Interpretation:
From the above graph, it can be analyzed that the majority of respondents are more believe in
the brand. This shows that company’s brand equity is good in the market.

Does the Saint Gobain brand brings the status for using it ?

TABLE – 6
Status for user

SL NO BRAND EQUITY RATINGS PERCENTAGE

1 YES 46
92%

2 NO 4
8%

Analysis:

The above table shows that 46 of the respondents have positive response on status of using
the products of the companyand 4 of the respondents have negative response towards user
status.

GRAPH -6
 8%

93%

YES NO

Interpretation:
From the above graph, it can be analyzed that the majority of respondents are responding that
by using this branded product status will arise. This shows that products are good and
branded quality.

NUMBER OF
SL NO TYPES OF MEDIA RESPONDENTS PERCENTAGE

1 Carpenter 22
44%
 2 Architect 1
2%

3 Fabricator 2
4%

4 Builder 7
14%

5 Media/ Advertising 29
58%

Who referred you to go for Saint Gobain Glass?

TABLE – 7

References

Analysis:

The above table shows that it is being analyzed that most of the majority 29 respondents has
taken reference from Media/ Advertising, through carpenter is 22, through builder is 7,
through fabricator is 2, and through architect is 1 respectively.

GRAPH -7
 70%

60%

50%

40%

30%

20%

10%

0%
Carpenter (22) Architect (1) Fabricator (2) Builder (7) Media/
Advertising(29)

Interpretation:
From the above graph, shows that the majority of get referred about this product through
media /advertising and through carpenter about moderate get it through builder and
fabricator. This shows that media and adverting will play and very important role in
providing an information and reference to the customers.

How do you think Saint Gobain glass are branded products

TABLE – 8

Quality, price, durability, popularity

SL PARTICULARS VERY LOW MEDIUM GOOD VERY

NO LOW GOOD

1 Quality 1 1 9 29 10

2 Price 1 1 18 23 7

3 Durability 3 0 8 24 15

4 popularity 1 4 9 26 10

GRAPH -8
 35

30

25

20

15

10

0
Quality VERY LOW Price
LOW MEDIUM Durability
GOOD popularity
VERY GOOD

Do you choose Saint Gobain directly or do come by comparing with different

company?
TABLE – 9

Comparison with other brand

SL NO PARTICULARS RATINGS
PERCENTAGE

1 YES 24 48%

2 NO 26
52%

Analysis:

The above table shows that 26 of the respondents have positive response that they won’t
compare with any of the brand while purchasing and 24 of the respondents have negative
response.

GRAPH -9
 48%

52%

YES NO

Interpretation:

From the above graph, it can be analyzed that the majority of respondents are responding that
they will not compare with other company brand. Reaming respondents are comparing.

If yes which company product do you compare?

TABLE – 10
Comparing with other company

SL NO COMPARING COMPANYS RATINGS PERCENTAGE

1 ASAI FLOAT 9 26.5%

2 MODI GLASS 17 50%

3 THARIVANI 10 29.4%

4 BOROSIL 14 11.8%

Analysis:

The above table shows that it is being analyzed that most of the majority 17 respondents has
compared with modi glass, and 14 has compared by borosil and 10 by Thravani and 9 by
Asifloat.

GRAPH -10
 60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
ASAI FLOAT (9) MODI GLASS (17) THARIVANI (10) BOROSIL (4)

Interpretation:
From the above graph, shows that the majority of response are comparing with Modi glass
and Thrivani glassand about moderate compare with Asai float and Borosil glass.

When did you see the Saint Gobain advertisement recently in media? 

TABLE – 11
Recent media advertisement

SL NO PARTICULARS RATINGS
PERCENTAGE

1 <1 month 18
36%

2 > 1 month 19
38%

3 > 2-4 months 10

20%

4 > 4-6 months 3

6%

Analysis:

The above table shows that it is being analyzed that most of the majority of the respondents
has view the company advertisement recently 18 respondents has <1month and 19
respondents >1 month and 10 respondents has seen the advertisement before > 2-4 months
before and 4 respondents > 4-6 months.

GRAPH -11
 6%

20%
36%

38%

<1month >1month >2-4 month >4-6 month

Interpretation:

From the above graph, it can be analyzed that the majority of respondents are responding
that they have view the advertisement recently in the media and some of the people has
saw the advertisement before long back ago.

From how many years you have been loyal to the Saint Gobainproducts ?

TABLE – 12
Loyal customer for Saint Gobain

SL NO PARTICULARS RATINGS PERCENTAGE

1 1-2 years 28 56%

2 2-4 years 17 34%

3 >5 years 5 10%

4 >10 years 0 0%

Analysis:
The above table shows that it is being analyzed that 28 respondence has response that they
have been loyal for 1-2 years and 17 are from 2-4 years, and 5 are > 5 year.

GRAPH -12
 10%

34%
56%

1-2 years 2-4 years >5 years >10 years

Interpretation:
From the above graph, it can be analyzed that the there are more number of majority peoples
are being a loyal customer for past one to two years.

According to you in which media sector Saint Gobain has to market their
products more?

TABLE – 13
Marketing more in various media
NUMBER OF
SL NO TYPES OF MEDIA RESPONDENTS PERCENTAGE

1 TV 36
72%

2 Radio 3
6%

3 Social media 22
44%

4 Print media 18
36%

Analysis:
From the above table, it is being analyzed that the respondents has suggested to make
marketing in different media. Through TV is 36, through social media is 22, through print
media is 22, and through radio is 3 respectively.

GRAPH -13
 80%

70%

60%

50%

40%

30%

20%

10%

0%
TV (36) Radio (3) Social media (22) Print media (18)

Interpretation:

The above graph shows that about most of the majority respond3ents would like to
suggest to make marketing TV and moderately on social media and print media and few
of them are suggest through radio.

Do you think Saint Gobain products are better than other available on the
market?
TABLE – 14

Better products than this

SL NO PARTICULARS RATINGS PERCENTAGE

1 YES 22 44%

2 NO 2 4%

3 May be 26 52%

Analysis:

The above table shows that 22 of the respondents are say that better product can get in the
market and 2 of the respondents are saying that there is no better product than this and 26
of the respondents are confusion state.

GRAPH -14
 45%

53%

2%

YES NO MAY BE

Interpretation:
The above figure shows that majority of the respondents say that confusion state and
some of respondents are saying better product will get in the market.

How do you rate media promotion influences on your purchase decision ?

TABLE – 15

Media promotion

SL NO RATINGS RESPONSE PERCENTAGE

1 1 4 8%

2 2 1 2%

3 3 9 18%

4 4 25 50%

5 5 11 22%

Analysis:
From the above table, the majority of the respondents has give the good response that 25
of the respondents are rated 4 and 11 respondents are rated 5 and 9 of the respondents are
rated 3 and 1 of the respondents are rated 2 and 4 of the respondents are rated 1.

GRAPH -15
 60%

50%

40%

30%

20%

10%

0%
1 (4) 2 (1) 3 (9) 4 (25) 5 (11)

Interpretation:
The above graph shows that majority of the respondents had rated to 4 ratings and 5 ratings
and about moderate ratings to 1, 2, 3 ratings. By this graph we came to know that most of the
majority peoples are influenced to purchase by media promotion.

TABLE – 16
Do you recommend Saint Gobain products to others based on your
experience?

Recommending to others to purchase

SL NO PARTICULARS RATINGS
PERCENTAGE

1 YES 46
92%

2 NO 4
8%

Analysis:

The above table shows that 46 of the respondents have positive response on trust and believes
on brand and 1 of the respondents has negative response towards brand.

GRAPH -16
 yes no

8%

92%

Interpretation:

From the above graph, it can be analyzed that the majority of respondents are responding that
they will recommend Saint Gobain products to others based their own experience. This shows
that Saint Gobain products has given full satisfaction towards customers.

Which part of advertisement affects your buying decision?

TABLE – 17
Affective of advertisement

SL NO TYPES OF MEDIA NUMBER OF PERCENTAGE

RESPONDENTS

1 Quality assurance 42
84%

2 Graphics 9
18%

3 Point of parity 9
18%

4 Point of difference 10
20%

Analysis:
From the above table, it is being analyzed that 42 of the respondents are likely towards
quality assurance 9 of the respondents likely towards point of parity and 9 of the
respondents are likely towards and 10 of the respondents are liked towards graphics.

GRAPH -17
 90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Quality assurance ... Graphics (9) Point of parity (9) Point of difference ...

Interpretation:
From the figure says that the most of the people are liked quality assurance which the
company use to declare in advertisement. And there is a moderate response for Graphics,
Point of parity, and Point of difference. Advertisement use to affect the buying decision due
to the Quality assurance, Graphics, Point of parity, and Point of difference.

Chapter-5

Findings of the study

 It was found that majority of the respondents are male and moderate of them are
female and few of them are prefer not to say.
 It was found that majority of the respondents are graduate and master degree
holders.
 It was founded that maximum respondents are professionals and students.
 From the study it was found that maximum of the respondents are belongs to age
group 18-25.
 Almost all the respondents are aware of the company’s advertisement in different
media. And majority of the people are aware in the TV advertisement and Social
media.
 It was clearly shows that majority of the respondents are trust in brand.
 It was analyzed that more of the respondents had said that Saint Gobain brand
brings the status for them by using it.
 The study follows that maximum of the respondents are referred by Media/
Advertisements.
 It was observed that majority of the respondents are given the good ratings as
good for quality, price, durability, popularity of Saint Gobain products.
 It was found that maximum number of the respondents said that they will not
comparing with different company before purchasing the products.
 It was analyzed that more number of peoples are compare with Modi glass before
purchasing.
 The views of the advertisements has responses that more number of the
respondents has view the advertisement <1 month before and <2 months before.
 The study says that more number of the peoples are loyal to this brand from past
1-2 years.
 It was found that majority of the respondents are said that Saint Gobain has to
market their products more in television media.
 It was found that more number of people are said that may be better product
available in market compare to Saint Gobain.
 Majority of the respondents said that they are influenced by giving ratings as a 4.
 It was analyzed that majority number of peoples are said that they will recommend
the Saint Gobain products to others based on your experience.
  It was clear that majority of the customers are affects their buying decision on the
basis of Quality assurance which company has promised in advertisement.

SUGGESTIONS

 The company has to use the celebrities for the attraction of the new generation
customer.
  The cost of the products are higher for middle class people to purchase the product,
the company has to concentrate on middle class family.
 The Saint Gobain products are not available in semi urban areas, the company has to
make this as an opportunity.
 The company has to make use of social media effectively for example Facebook
page,and instagramsand other social media.
 The customers are loyal for only 1 or 2 years so that the company has to concentrate
on immediate customer needs.
 The promotion activity of the Saint Gobains products is less in print media. The
company has to more advertisements in print media it reaches to large customers.
 The company has to concentrate more on competitor’s price, quality, and
distribution.
 In television advertisements the company has to give more advertisements in
regional languages.
 Increasing the advertisement in many channels.
 As now a days builders use to prefer more colour glass for construction.so increase
variety in colors in reflective glass.

Conclusion
Saint GobainCompany is one of the most popular brand in the glass manufacturing
industries.Overall the study is based on the brand equity and media efficiency of the Saint
GobainCompany by this study came to know that the value and strength of the brand equity
of the company and also came to know that how media will affect the customers to by the
products and media act as an important role by reaching to the wide range of the people.
This made us understanding the important of media. It also felt that there was a need to know
that effective medium of advertising to help the clients and customers to know about the
company and the service being provided by it. With different modes of media like TV, radio,
newspaper, social media and other print media of advertising it is necessary to know whether
this all media is successful in attracting customer and the clients. The study also was to find
the areas in which improvements has to be made.

BIBLIOGRAPHY

Books:
 Managing Brand Equity by David A. Aaker

Brand Leadership: Building Assets in an Information Economy

by David A. Aaker and Erich Joachimsthaler

Websites:
 http://shodhganga.inflibnet.ac.in
 https://www.mbaskool.com
 https://www.saint -gobain.com
 Www.wikipedia.org

Magazines:
 Company brochures
 Magazines
 catalogs

Questionnaires
1. Name:-

2. Gender
o Female
 o Male
o Prefer not to say

3. Age group
o 18-25
o 26-35
o 36-46
o Above 45

4. Educational Qualification:-

5 Occupation:-
6 Email:-

7 How do you know about Saint Gobain?

o TV advertisement
o News paper
o Radio
o Social media

8 Does Saint Gobain brand brings you the status for using it yes?
o YES
o NO

9 Who referred you to go for Saint Gobain Glass?

o Carpenter
o Architect
o Fabricator
o Builder
o Media/ advertsing

10 Do you trust in our brand?

o YES
o NO
 Ratings 1 2 3 4 5
Quality
Price
Durability
popularity
Packing
11 How do you think Saint Gobain glass are branded products?

12 Do you choose Saint Gobain directly or do come by comparing with

different company?
o YES
o NO

13 If yes which company product do you compare?

o ASHAI FLOT
o MODI GLASS
o THARIVANI
o BOROSIL

14 When did you see the SintGobain advertisement recently in media?

o <1 month
o >1 month
o >2-4 months
o > 4-6 months

15 From how many years you have been loyal to the Saint Gobainproducts ?
o 1-2 years
o 2-4 years
 o >5 years
o >10 years

16 According to you in which media sector Saint Gobain has to market their
products?
o TV
o Radio
o Social media
o Print media

17 Do you think SaaintGobain products are better than other available on the
Market?
o YES
o NO

18 How do you rate media promotion influences on your purchase decision

o 1- very low
o 2- low
o 3- medium
o 4- high
o 5- very high

19 Do you recommend Saint Gobain product to purchase others based on

your
Experience
o YES
o NO
20 Which part of the advertisement do affect for your buying decision
o Quality assurance
o Graphics
o Point of difference
o Point of parity