Brand Awareness Audit Ashirvad

© 2018 IJRAR January 2019, Volume 6, Issue 1 www.ijrar.
org (E-ISSN 2348-1269, P- ISSN 2349-5138)
BRAND AWARENESS AND AUDIT IN

ASHIRVAD PIPES PVT.LTD.
1
DR. ANJALI UPADHYE , 2MR.MAKARAND KULKARNI
1
HEAD OF DEPARTMENT,RESEARCH METHODOLOGY , 2PRODUCT MARKET MANAGER
1
RESEARCH METHODOLOGY & MEDICAL STATISTICS ,
1
HON.SHRI.ANNASAHEB DANGE AYURVED MEDICAL COLLEGE & POST GRADUATE RESEARCH CENTER
ASHTA,SANGLI,STATE MAHARASHTRA,INDIA
Abstract :
The article is related to branding of “Ashirvad pipes Pvt. Ltd “ whose mission is
“Ashirvad - Leadership You Can Trust”.
Today nearly all the companies are focusing more and more on building strong brands. The concept of
brand equity and its management has come to the fore like never before. This article is thus a timely stuffy
of the importance of brands, what it takes to build them, what benefits do they give to different stakeholders
(organization, distributors and customers), how can they be leveraged, what is the impact of modern
technology on branding, branding on the web, branding in mergers and acquisitions etc. This article
explores to analyze the branding strategies adopted “Ashirvad Pvt. Ltd.” With other companies in
plumbing industry. Ashirvad pipes Pvt. Ltd says that , A leader in the industry, Ashirvad is a hub of
creation and product development, holding onto traditional values and revolutionizing technology, but we
let our work speak for itself, with 2.7 Million successful installations made in 35 Countries across the globe
using Ashirvad Column Pipes. We are committed journey to provide the best products for plumbing,
agriculture and sanitary applications. WE ARE BUILDING A WATER HAPPY WORLD!
Index terms: Brand awareness, brand knowledge, brand image, brand equity, brand management
I. INTRODUCTION
“Brands are like human beings. They are born, fed and nurtured, made strong and responsible so that they
can be faithful friends of the people (customers), form mutually beneficial and satisfying relationships with
them and become their companions for life. Such brands, make their parents (organization or corporate)
proud of them. The best brands are the ones who help in forming and sustaining strong long term “parent-
brand-people” relationships. These brands form the potential for present growth and future expansion. They
help the organizations conquer peaks at the time of booms and stay afloat and swim at times of depression.”
Today nearly all the companies are focusing more and more on building strong brands. The concept of
brand equity and its management has come to the fore like never before. More and more companies are
refocusing on select strong brands.
This article is thus a timely stuffy of the importance of brands, what it takes to build them, what benefits do
they give to different stakeholders (organization, distributors and customers), how can they be leveraged,
what is the impact of modern technology on branding, branding on the web, branding in mergers and
acquisitions etc. examples have been given and cases discussed at every suitable point to bring out an
application oriented understanding of “building and managing brands”. The article is related to “Ashirvad
pipes Pvt. Ltd “ whose mission is
“Ashirvad - Leadership You Can Trust”
Ashirvad pipes Pvt. Ltd has been relentless in it's commitment to quality and service since 1975. The leader
in the manufacture of PVC and CPVC piping systems, Ashirvad Pipes is ISO 9001:2008 certified and is a
National Award winning company. With its state-of-the-art factory spread over 40 acres, the company has
IJRAR19J1752 International Journal of Research and Analytical Reviews (IJRAR) www.ijrar.org 748
© 2018 IJRAR January 2019, Volume 6, Issue 1 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-5138)
an annual manufacturing capacity of 1,08,000 metric tons and manufactures a complete range of high
technology and superior quality plastic piping systems for domestic and agricultural use. The manufacturing
systems adhere to the highest level of international quality for a maintenance free life.
A leader in the industry, Ashirvad is a hub of creation and product development, holding onto traditional
values and revolutionizing technology, but we let our work speak for itself, with 2.7 Million successful
installations made in 35 Countries across the globe using Ashirvad Column Pipes. The stringent quality
checks at every stage of production, that ensure premium products and maximum customer satisfaction. We
strive to make your life easier, with a committed network of representatives across the nation, available to
guide you 24/7. We are committed journey to provide the best products for plumbing, agriculture and
sanitary applications. WE ARE BUILDING A WATER HAPPY WORLD!
Objectives of the study:
 To Understand the concepts of branding with proper review of literature

 To study the effect of brands on consumer buying behavior in relation to plumbing industry.
 To analyze the branding strategies adopted “Ashirvad Pvt. Ltd.” With other companies in plumbing
industry.
Historical Background of “PIPE INDUSTRY”

 After Japan and Europe, Indian pipe industry is leading as manufacturing hub.
 The penetration level of pipe industry in India is 32% which is low as compared to USA and global
which represent penetration levels of 59% and 79% respectively.
 The intensity of Raw Material is high in this Industry. 70% cost only comes from PVC pipe
companies.
 The company’s integrated in this industry are dependent on imports and high price volatility.
 Backward integration techniques used by companies to lower import cost.
 Freight cost is another key cost in the industry due to higher Import and export related costs.
 Irrigation projects in India necessary, under this initiative various states are being targeted for better
irrigational developments in respective regions for smooth agriculture throughout the nation.
 Apart from agricultural development, the urban region is also dependent on pipe industry and
respective companies for infrastructure development throughout the nation.
 States like Delhi/NCR, Maharashtra, Gujarat, Tamil Nadu, Andhra Pradesh, Madhya Pradesh, West
Bengal and Himachal Pradesh has huge pipeline projects integrated.
Pipes Full Form Features Applications

Upvc-ASTM Unplasticised Poly Long Life, Light weight, Non Agriculture, Irrigation, Building
Vinyl Chloride Corrosive, Cost Effective Constructions
RPVC Rigid Poly Vinyl Strong and durable, Resistant to rust, UV Portable water supply, Disposable of
Chloride radiation chemical effluent.
CPVC Chlorinated Poly Environment Friendly, Long Life, Easy to Hot and cold water distribution,
Vinyl Chloride install, Corrosion resistant Chemical
PPR Polypropylene Chemical and Sulfur resistant, Lightweight, Hot and cold water supply, Sanitary
Pipe Tensile strength lines, Water purifying plants
HDPE High Density Suitable for process water, corrosion and Storm sewers, High drainage,
Polyethylene abrasion resistant Recharge systems.
SWR Soil, Waste and Cost Effective and Lightweight Drainage,Chemical, power ,
Rain Water Plants.
HOSE Strong, Suction Pipe, Used with
Durable, diesel engines in irrigation.
Better Flow
Composite Poly Ethylene Excellent corrosion resistant, Clean and safe, Excellent for civil hot and
Composite Pipes Good Flexibility, Lower conductivity, cold water project systems.
Permeation barrier.
II. Research Methodology:

In order to understand the methodology used to compile this Project, this chapter is included in order to
clarify how an effective methodological philosophy can to contribute the successful production of a un-bias
and critically Project.
Research Study Design: Exploratory study Design

The research is of exploratory type. Since, Ajay pipes is in expansion mode, the research tried to find out the
potential distributors , Dealers and retailers of Plumbing pipes (cpvc, upvc, swr) who can help the AICL to
expand its market in Delhi and Ncr. Region .
Research Approach:
Data Collection and Sources of Data:
 Secondary Data:
• Articles in Newspapers, Magazines and Internet
• Study Reports from Internet
• Desk Research under the guidance of my guide
 Primary Data:
Consumer Survey on the effect of brands on their buying behavior. Primary data was collected from the
market place by interacting with the dealers, retailers through the survey method. The questionnaire used in
the survey method has both structured as well as unstructured questions along with their necessary reviews
about the product, market conditions. Data collection was done through questionnaire.Presenting of
questionnaire was done and the required changes were made before the actual survey.
Sampling Method: The technique used was Cluster sampling. Cluster sampling is a non- probabilistic
sampling technique, where division of population area into recognizable sub divisions i.e cluster and then
simple random sample of these clusters are drawn.Where, researcher have taken population of Maharashtra
region ,then divide it into various important markets as clusters.
Duration of Study :1 year
Area of the study :Maharashtra and Karnataka
Sample Design: It includes various objects within the population from where information are gathered by
the researcher and about which inferences are to be made. In this project the sample element are the various
Dealers and retailers who are certified Ashirvad Pipes Pvt.Ltd. dealers, non-certified dealers.
Sample Extent: It includes geographical boundaries under consideration.In this project the sample extent
was major 20 major markets of plumbing pipes of Maharashtra region which includes Kotla mobarakpur,
Bhogal, South ext. ,Khanpur, Sangam Vihar , Khanpur ,Mayur vihar etc..
Scope of the study:
The study is confined to more than 150 outlets which consist of distributors , dealers, retailers in 20 (approx)
markets of Delhi.The survey which is conducted in Delhi will certainly help out the management to know
the loopholes in their strategy.The survey will lead them to have a detailed analysis of competitors’ strategy
and they can plan to have an edge over competitors.Most of the dealers, distributors, retailers dealing with
Ajay pipes or other Plumbing pipes were interviewed.The information about competitors strength was
gathered from all the dealers and retailers which was fruitful in analyzing the demand.
Processing the data –

As mentioned earlier the interview schedule was largely structured and pre-coded i.e. most of the questions
were closed ended. The codes were manually entered into code sheets. This data was then entered into and
processed by the computer as per the instructions of researcher. The responses to the open ended questions
were examined, classified, coded and processed manually by the researcher.
Limitations of the study:

 This project is limited due to time constraint as it involves a lot of complex variables which require a
detailed study over a period of time.
 The project did not cover the effect of branding on a very large scale. Only a small population was
studied, which may not be enough to show correct picture.
 The consumers were very reluctant to answer the question and the response may be biased.
III. Discussion:
Overall Identification of Branding:
Brand Architecture of Ashirvad:

 Ashirvad is the world’s largest group, with over
2,000 brands in a multitude of markets, each with
their own individual brand knowledge structure.
 Ashirvad’s strongest affiliation in India is within the
Agricultural ,Plumbing , Sanitary and Drainage
market, with joint venture such as , REDI,GRIPI ,
MULTIQUICK,CANAPLUS and
 FIP FROM Italy.
 High Brand Recall: Ashirvad is cognitively associated with the Agricultural,Plumbing ,Sanitary &
Drainage makets, being an instantly recognisable brand for Indian citizens
Enhancing Brand Knowledge:

 Ashirvad is well known and loved brand since1975
 Ashirvad pipes Pvt. Ltd has been relentless in it's commitment to quality and service since 1975.
 The leader in the manufacture of PVC and CPVC piping systems.
 Ashirvad Pipes is ISO 9001:2008 certified and is a National Award winning company.
 With its state-of-the-art factory spread over 40 acres.
 The company has an annual manufacturing capacity of 1,08,000 metric tons and manufactures a
complete range of high technology and superior quality plastic piping systems for domestic and
agricultural use.
 The manufacturing systems adhere to the highest level of international quality for a maintenance free
life.
Multiple Dimensions of Brand Knowledge

1- Awareness: Category Identification.
2- Attributes: Descriptive features of the brand.
3- Benefits: Personal values and meanings of the brand to an individual
(Nostalgic, symbolic, experiential consequences).
4- Images: Visual Information
5- Thoughts: Cognitive responses to brand (Usually negative with Nestle)
6- Feelings: Personal affective responses to brand related info
7- Attitudes: Overall judgements of the brand.
8- Experiences: Purchase and consumption behaviours of a brand.
(Keller, 2003)
Points of Parity + Points of Difference (POP + POD) :

Table No.1: Competitive Brands
About Your Competitive Brands
Your Brand Competitive Brands
1 2 3 4
ASHIRVAD ASTRAL FINOLEX SUPREME AJAY
Table No 2 : Brand Management

Brand Management
Bran
Brand
Customer Continui d
Sr.No Name Organization Budget policy Educati
Service ty Stand
on
ard
1 ASHIRVAD Ashirvad Pipes Pvt Ltd EXCELLENT INCREASING YES YES YES
2 ASTRAL Astral Polytechnic Ltd BEST INCREASING YES YES YES
3 FINOLEX Finolex Industries Ltd BETTER STABLE YES YES YES
4 SUPREME Supreme Industries Ltd GOOD DECLANING NO YES YES
5 AJAY Ajay Pipes Ltd GOOD DECLANING NO YES NO
(Source: Primary Data)
Table No 3:Brand Structure

Brand Structure
Mega Brand/Global
Sr.No Name Brand Family Brand Extension
Brand
1 ASHIRVAD YES Agri,Plumbing,Sanitary Global
2 ASTRAL YES Agri,Plumbing Global
3 FINOLEX YES Agri,Plumbing National
4 SUPREME YES Agri,Plumbing National
5 AJAY NO Plumbing National
Table No 4 :Brand Equity

Brand Equity
Brand Brand
Sr.No Name Brand Awareness Associations Other assets
Quality Loyalty
1 ASHIRVAD GOOD Strongly Agreed Yes Aliaxas Collaboration No
2 ASTRAL GOOD Strongly Agreed Yes Collaboration No
3 FINOLEX GOOD Strongly Agreed Yes No School, College
4 SUPREME AVERAGE Moderately Agreed Yes No No
5 AJAY AVERAGE Moderately Agreed Yes No No
Table No 5: Brand Image

Brand Image
Sr.No Name Awareness Recogn Customer Relevance Customer Preference Royalty
1 ASHIRVAD Strong EXCELLENT Yes 5 YES
2 ASTRAL Strong EXCELLENT Yes 4 YES
3 FINOLEX Strong EXCELLENT Yes 5 YES
4 SUPREME Moderate GOOD Yes 2 YES
5 AJAY Moderate GOOD Yes 2 NO
Table No 6: Brand Impact

Brand Imapact
Market Price Customer Life
Sr.No Name Profitability Share Premium Life Cycle Value
Profit Margin 15 Strongly Strongly
1 ASHIRVAD Percent 25 Agree LIFE TIME Recommanded
Profit Margin 10 Moderately
2 ASTRAL Percent 25 Agree LIFE TIME Recommanded
Profit Margin 15 Strongly
3 FINOLEX Percent 30 Agree LIFE TIME Recommanded
4 SUPREME Percent 15 Agree LIFE TIME Recommanded
5 AJAY Percent 5 Agree LIFE TIME Recommanded
Table No 7:Market Segment
Market Segments
Mar
Market Market
ket
B- C- Custome Buying
Sr.No NAME B- Size Location Maturity Trends
Nationa Interna r profile Practises
Loc
l tional
al
Bangalore quardra tic Constant Distributor
1 ASHIRVAD Yes Yes Yes Large 45 years
,Rajasthan Increasing & Strong Dealer
Ahmedab Linear Constant distributor
2 ASTRAL Yes Yes Yes Large 35 years
ad Increasing & Strong Dealer
Pune Linear Constant Distributor
3 FINOLEX Yes Yes No Large 50 years
,Ratnagiri Increasing & Strong Dealer
Linear distributor
4 SUPREME Yes Yes No Large Jalgaon 68 years variable
Increasing Dealer
variable
Distributor
5 AJAY Yes Yes No Small Delhi 25 years Increasing &
Dealer
Modrate
Table no 8:Brand Personality

Brand Personality
Sr.No Name Logo Slogan Packeging Advertising Promotion Publicity
1 ASHIRVAD YES Be Water Happy Excellent YES YES YES
2 ASTRAL YES Where Innovation Flows Excellent YES YES YES
3 FINOLEX YES Gets People Together Excellent NO YES YES
4 SUPREME YES We Know Plastic Better YES NO NO NO
5 AJAY YES Plumbing For Life YES NO NO NO
Table No 9:Brand Publicity

Brand Publicity
Corporate
Social
Sr.No Name Website Advertising social Sponcerships Memberships
Media
responsibility
1 ASHIRVAD YES YES YES YES YES YES
2 ASTRAL YES NO YES YES YES YES
3 FINOLEX YES YES YES YES YES YES
4 SUPREME YES NO YES YES NO YES
5 AJAY YES NO YES NO NO YES
Table no 10:Brand Promotional Material
Brand Promotional Material
Trade
Business white Case
Sr.No Name Brouchers Stationary show blogs Vedios
cards papers studies
displays
1 ASHIRVAD YES YES YES YES YES YES YES YES
2 ASTRAL YES YES YES YES YES YES YES YES
3 FINOLEX YES YES YES YES YES YES YES NO
4 SUPREME YES YES YES YES YES YES YES NO
5 AJAY YES YES YES NO YES NO NO NO
Table no 11:Brand ,Service & Product Positioning
Brand & Service ,Product Positioning
Brand Brand Corporate
Sr.No Name Voice Value Unique selling preposition culture Intranet Activity
upvc column,flowguard
1 ASHIRVAD YES YES cpvc YES YES
2 ASTRAL YES YES Plumbing Products YES YES
3 FINOLEX YES YES Agri ,Flowguard cpvc YES YES
4 SUPREME YES YES Underground drainage YES YES
5 AJAY NO NO Plumbing Products YES YES
Table no 12:Brand Audit From Social Media:

Brand Audit From Social Media
How are you How are your

What message are Are you reaching the
engaging with your stakeholders
Sr.No Name you trying to audience you want to be
stakeholders engaging with
communicate? reaching?
online? you?
online/personal
1 ASHIRVAD Plumbing solutions YES enquiry Strongly Agree
online/personal
2 ASTRAL Plumbing solutions YES enquiry Strongly Agree
online/personal
3 FINOLEX Reliable YES enquiry Strongly Agree
online/personal
4 SUPREME Reliable YES enquiry Moderately Agree
online/personal
5 AJAY Reliable YES enquiry Moderately Agree
Brand Equity :
‘Brand equity includes not only the value of the brand,but also implicitly the value of proprietary
technologies,patents, trademarks and other intangibles such as
manufacturing know-how’ (Reponen, 2000)
 "One of the 100 FASTEST GROWING MARKETING BRANDS
IN ASIA"
(Evaluated and selected by KPMG)
 The Global Audit Firm EXPORT EXCELLENCE – 2015
 "Ashirvad Pipes" "BEST MANUFACTURER EXPORTER AWARD"

Brand resonance:
• Ashirvad must use their branding effectively to
counteract negative publicity.
• Having a clear brand image will also allow the
company to be competitive in low involvement markets
such as plumbing, sanitary, drainage and agricultural
markets.
• Having a strong branding strategy is key here to enter the evoked list of the consumer.
Brand Judgements :
 Brand Quality: Ashirvad has maintained a strong brand image due to effective
communications and strong performances of it’s core products.
 Brand Consideration: When asked ifAshirvad products were appealing over

competitor brands, 8/12 said ‘Yes’, with two others ‘Indifferent’.
 When asked why they prefer Ashirvad products, 5/12 said taste, 3/12 said better
advertising and 4/12 said personal preference.
 Brand Superiority is also an important aspect, with Ashirvad in a battle with
Astral ,supreme and Finolex in many low involvement markets.
 Brand Credibility: Ashirvad is a high integrity brand, which regularly innovates and
conducts market research, ensuring it appeals to it’s key audiences.
Brand Feelings:
 The majority of Ashirvad products are high involvement, low risk products.
 This makes their brand feelings mild, as they do not invoke a huge reaction from
their consumers.
 Within these high involvement markets, it is key to sell the advantages of
choosing their products over a competitors.
 Ashirvad’s focus on competitive prices,recognisable brands and innovative product launches spark a
reaction from their consumers.
Brand Performance in Ashirvad:
 The Ashirvad brand aims to satisfy the performance needs of their consumers.
 In the Plumbing, Sanitary & Drainage markets, they aim to perform in strength and
quality.
 However, with their mineral water brand ‘Pure Life’, their key performance
indicator (KPI) is ‘purity’.
 It is essential for products to perform to these basic levels to ensure the
customer satisfaction.
Brand Imagery in Ashirvad:
 In the Indian market, Ashirvad aim for WE ARE BUILDING A WATER HAPPY WORLD!
 A leader in the industry, Ashirvad is a hub of creation and product development, holding onto
traditional values and revolutionizing technology, but we let our work speak for itself, with 2.7
Million successful installations made in 35 Countries across the globe using Ashirvad Column Pipes.
 The stringent quality checks at every stage of production, that ensure premium products and
maximum customer satisfaction.
 We strive to make your life easier, with a committed network of representatives across the nation,
available to guide you 24/7.
 We are committed journey to provide the best products for plumbing, agriculture and sanitary
applications
 This resonates through their branding, offering fair trade coffees, healthy cereals and
pure mineral water.
 It is essential that they maintain a strong image with regards to Coporate Social Responsibility
(CSR)
 Overall, Ashirvad is perceived as an innovative market player, which in recent
years has improved it’s global image through strong branding and marketing practice.
Brand Salience in Ashirvad:
 Red logo prominent on all products, with individual branding strategies for each
product line.
 When asked, 10/10 people associated Plumbing with Ashirvad.
 However, when asked who owns Rowntree's, 3/10 were able to identify Ashirvad.
 Despite this resonance, Rowntree’s still remains a successful product, being of
the highest selling confectionary brands.
 Ashirvad operates with high salience, ensuring it’s branding is seen by the mass
and niche markets their array of products appeal to in a congruent manner.
Brand Values that Ashirvad Maintained:
 Integrity coupled with a strong work ethic
 The desire to do quality work
 Friendly, open and honest communication
 A spirit of co-operation and openness to other ideas and opinions

 A realistic approach to business
 An openness to future trends and new business opportunities
 A passion for our products and service.
Customer Lifetime Value for Ashirvad:

 Ashirvad aims to have a product line for each stage of a typical consumers life cycle, from their
infancy to their retirement stage.
 A leader in the industry, Ashirvad is a hub of creation and product development, holding onto
traditional values and revolutionizing technology, but we let our work speak for itself, with 2.7
Million successful installations made in 35 Countries across the globe using Ashirvad Column Pipes.
 Covering each facet allows brand loyalty to be developed, with attitudinal behaviours deciding on a
certain product.
 ‘The proportion of customers you retain can result in a disproportionately high rise in profits – 15%
retention rate can result in a 25 % increase in profits’ (Reichheld et al, 2000)
 Trust is key to determine this, Ashirvad Pvt.Ltd. must communicate in an appealing way to each
specific market Corporate Branding
 Corporate branding is a major concern for Ashirvad , with the company being a
multi-brand corporate.
 Having multiple sub-brands in different segments creates more oppurtunities for
negative implications.
 Ensuring the brand has core values which remain congruent throughout is essential
to create corporate brand equity.
 Corporate branding requires ‘paying greater attention to the role of employees
in the brand building process’ (Harris, 2001).
 330,000 employees require training to
meet this congruent brand image.
 The rise in corporate brands may be
ascribed to their perceived value and
greater influence among stakeholders
and consumers’ (Laforet, 2014)
 Corporate Brand Awareness
 Ashirvad Run campaign,food and
cloth distribution build on positive publicity
through CSR campaigns.
 Partnerships with charities also look to influence opinions and change the
ethical standpoint of the overall market.
Brand Elements Ashirvad Pvt.Ltd: (1 Poor, 5 Excellent)
Table no 13: Brand elements
Brand Elements of Ashirvad Pipes Pvt.Ltd

Brand Elements Memorable Meaningful Likable Transferable Adaptable Protectable
Brand Name 4 3 2 3 3 5
Logo 2 2 3 3 2 5
Slogan 3 4 4 3 4 5
Packaging 3 4 3 4 4 5
Characters 5 5 5 4 5 5
Brand Mantra & Slogan:

“Brand mantras typically are designed to capture the
brand’s points-of-difference,that is, What is unique about
the brand.Other aspects of the brand positioning—
especially the Brand’s points-of-parity— may also be
important and may need to be reinforced in other ways.”
(Kevin Keller
2013) “Smart Water Management is a great summary of
Ashirvad’s mission to balance great Strength and quality,
and to help consumers make healthier choices.”
• Sums up corporate ambition
• Commitment to quality, health and wellness
Brand positioning
Extensivedistribution network
Distributors 2000+
Warehouses 20
Pointsof sale 35000+

HeadOffice
States
Exports 40+countries SalesDepots
Corporate Social Responsibility Goals (CSR)

 They aim to improve water efficiency across their
reduce absolute water usage by 50% by 2020
 Determined to play our part in reducing greenhouse gas
(GHG) emissions by improving resource efficiency,
switching to cleaner fuels and investing in renewable
energy.
 In the UK and Ireland, 92% of the packaging used was
already recyclable. They aim to achieve 95%
recyclability of packaging by 2015.
 Set goal in the UK of achieving zero waste to landfill
from each of their factories by 2015, with full recovery
of unavoidable by-products.
 They have signed up to the Freight Transport
Association’s Logistics Carbon Reduction Scheme which aims to reduce CO2 emissions by 8% by
2015.
 Evaluation Through qualitative and quantitative research, we’ve found 3 key areas of
branding which Ashirvad need to focus on. “EXPAND ON FRIDAY”
ASHIRVAD FLOOD RELIEF TO CHENNAI
BEDS AND CARPETS TO OLD AGE HOME
Digital Application of Ashirvad Pipes Pvt.Ltd.
Mobile application for Branding:
Ashirvad Digital Logo For Branding
Table no 14 :Brand Audit Checklist
Brand audit Checklist For Ashirvad Pipes Pvt.Ltd.

Sr.No. Audit Checklist Remark
1 Website Yes:www.ashirvad.com
2 Brochures Yes: Agri,Plumbing,sanitray
3 Rack cards Yes: Agri,Plumbing,sanitray
4 Posters & Banners Yes:Agri,Plumbing ,Sanitary
5 Exihibation stands Yes:Agri,Plumbing ,Sanitary
6 Gifts& promotional give away yes: Tiffins,Bag,T-Shirts,Jackets
7 Signage(internal & external) Yes
8 Press release & press packs Yes
9 Internate & Phone listing Yes
10 Domain names Yes
11 Email footers/signatures Yes
12 Screensavers/wallpapers Yes
13 Letterhead & envelopes Yes
14 Contract & agreements Yes
15 Business cards Yes
16 Quote forms & order form Yes
17 Pricelist Yes
18 Registration forms Yes
19 Invoices Yes
20 Product /service fact sheet Yes
21 Manual & user guide Yes
22 Power point presentations Yes
24 Social media presence Yes: ring tone
25 Online profiles Yes
26 Newsletters Yes
IV: Findings:
 Consider the point of parity & point of difference it has been seen that Ashirvad has major four
competitor brands like Astral, Finolex, Supreme & Ajay but considering the points of brand
management, customer service, brand standard, brand structure Ashirvad is a strong brand than other
competitors . (Ref. Table No- 1,2,3)
 Consider brand equity, brand impact, brand awareness, brand loyalty, joint ventures, global
associations, brand image, market segmentation ,this shows Ashirvad is a superior brand than other
competitor brands. (Ref. Table No-4,5,6,7)
 It is found that brand personality, brand promotional material, brand publicity as well as service
management & product positioning of Ashirvad is better than other competitor companies. (Ref.
Table No:8,9,10)
 It is found that Ashirvad is aware about social media so it organize New Apps, digital applications
launched first time in plumbing industry . (Ref. Table No:11,12,13)
 From table no 14 it is found that 85% brand audit checklist is fulfilled by Ashirvad Pipes Pvt Ltd &
consider it as a strong & vital brand. (Ref. Table No: 14)
 Ashirvad Pipes has fulfilled all the criteria of Brand Audit, Brand Awareness, Brand Positioning,
Ashirvad is a Global Brand.
 Ashirvad Pipes has been strongly dominating to other brands like ,AJAY, ASTRAL, SUPREME
and other competitors in all regions.
 Ashirvad Pipes is focusing on their advertisement and promotional activities and branding ,due to
which other players are getting advantages over it .
 Other competitors of Ashirvad Pipes adopt the policy of Brand awareness and increase their loyalty
and awareness among retails sector.
 Some loyal dealers as well as customers are still with Ashirvad Pipes due to its excellent qualities of
pipes.
 Due to Ashirvad Pipes has excellent quality in pipes it is estimated that the demand will increase
with awareness among dealers and customers.
 Proper Awards and recognition is given to dealers and distributors for increasing the sales volume.
 An expert team is there, to follow big builders, Housing societies, Govt. agencies ( e.g -PWD) for
getting bulk orders.
 Company has more concentration on production and sale of CPVC Pipes, since demand for CPVC
pipes is much higher in comparison to UPVC pipes
 As per all elements of branding Ashirvad pipes has taken step of global branding as digital LOGO,
Digital Apps, Digital mobile application
SWOT ANALYSIS
STRENGTHS
1. Ashirvad pipes has a vast experience of plumbing pipes ,which has better knowledge, skill and expertise
than competitors in this area.
2. Ashirvad pipes is known for his superior quality. Hence the retailer tends to recommend and sell it to the
customers and hence keep a good amount of stock.
3. The biggest strength of Ashirvad pipes is its competitive price. And Price sensitive customers prefer
brand with high rate and hence dealers and retailers prefer to sell this product.
4. Ashirvad pipes give a handsome margin to the retailers which encourage them to stock and sells more.
5. Available in every range, around 800 variants of plumbing pipes ( CPVC,UPVC, SWR) are available
with different sizes.
6. Availability of wide range of “Plumbing Products”,” Sanitation Products”, “Agriculture Products” is
available at multinational Level.
7.All products have ISI and ISO certification branding
8. The brand image of Ashirvad Pipes is stronger than other competitior players.
WEAKNESSES
1. There is no fixed distributor in retail of Ashirvad pipes in the cities. At present one or two dealers are
present in different market, which may affect turnovers.
2. There is lack of knowledge about the schemes of the company to their customers directly
3. Representatives are not very active as per the demand of the market.
4. Lack of proper supply services to dealers in retail.
5.Products are cost effective.
OPPORTUNITIES
1.The biggest opportunity for Ashirvad Pipes is in rapid Urbanization of the state, & smart city development
which led to derive demand of plumbing pipes.
2.Today there is replacement of metal pipes to PVC pipes especially in agricultural sector which opens a
new source of demand in agriculture based country like India.
3.Ashirvad pipes can co-operate with retailers, distributors and their dissatisfaction with important players
become reason to connect with it.
THREATS
1. The biggest threat for Ashirvad pipes is tendency of retailers & customers to switch over to
the other brand, due to lack of offers and unavailability, lower prices of other brands, greater margin and
quick availability is a threat.
2. The ad-campaigns, innovation, brand image and more transparent distribution network of other pipe
companies poses a threat to Ashirvad pipes .
3. Quality based companies is a major threat to it. As this company focus more on quality in their
promotional events.
VI: Conclusion:
This project report tries to understand awareness of branding related to Ashirvad pipes and its branding
strategy which stand on higher price competition in the market, its location based response rate and other
related aspects with company. As a audit checklist Ashirvad Pipes Pvt.Ltd. has its own website
“www.ashirvad.com”, separate brouchers ,flyers ,postcards, posters, banners, exhibition stands, signage
,gifts and promotional gateways ,press release, fax cover pages, email footers/signatures, letterhead &
envelopes, business cards, order forms, price list, registration forms, invoices, fact sheets, menus, manuals
,user guides, handouts, proposals, power point presentations, social media presence like ringtone,
advertising, jingle etc. ,online profiles, mobile applications ,internet apps, newsletters ,blogs are available
for branding so researcher conclude that the “Ashirvad Pipes Pvt.Ltd.” has strong leadership local and
global brand.
BIBLIOGRAPHY:
1. Aaker, D., Joachimstaler, E, (2000) The Brand Relationship Spectrum: The Key to The Brand
Architecture Challenge, California Management Review, Vol42, Issue 4.
2. Askew, K. (2014) In the spotlight: Nestle looks to combine nutrition, premiumisation,
http://www.justfood.
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March 2015]
4. Eisenberg, N., Strayer, J. (1987) Critical Issues in the Study of Empathy, in Empathy and Its
Development, Cambridge ,University Press, Cambridge.
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Marketing, Issue 4.
6. K. L, Keller. (2001) Building Customer – Based Brand Equity: A Blueprint For Creating Strong
Brands. Marketing Science,Institute. 1(2), pp.1- 7.
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Research, Vol. 29.
8. Laforet, S. (2014) Managing brand portfolios: audit of leading grocery supplier brands 2004 to 2012,
Journal of Strategic Marketing, Vol. 23, Issue 1.
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Review, July-August, 105-113
10. Reponen, T. (2000) Management expertise for the new millennium, Turko School of Economics,
Turko.
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Marketing, Vol. 37, Issue 2.
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positioning strategies",
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14. Wright, C. (2014) Nestlé Playing Emerging Markets Through Western Blue Chips,
15. http://www.forbes.com/sites/chriswright/2014/03/31/nestle-playing
16. Kevin Lane Keller (2004), Strategic Brand Management, 2nd edition, Pearson Education, New Delhi
17. Consumer Behavior, 6th Edition, by Lean G.Sehiffman and Leslic lazan Kanuk.
18. Consumer Behavior, 6th Edition, by Hawkins, Best ad Coney.
19. Brand Equity (Economic Times)
20. www.google.com

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© 2018 IJRAR January 2019, Volume 6, Issue 1 www.ijrar.

org (E-ISSN 2348-1269, P- ISSN 2349-5138)

BRAND AWARENESS AND AUDIT IN

Objectives of the study:

 To Understand the concepts of branding with proper review of literature

Historical Background of “PIPE INDUSTRY”

Pipes Full Form Features Applications

II. Research Methodology:

Research Study Design: Exploratory study Design

Duration of Study :1 year

Area of the study :Maharashtra and Karnataka

Scope of the study:

Processing the data –

Limitations of the study:

Brand Architecture of Ashirvad:

Enhancing Brand Knowledge:

Multiple Dimensions of Brand Knowledge

Points of Parity + Points of Difference (POP + POD) :

Table No 2 : Brand Management

Table No 3:Brand Structure

Table No 4 :Brand Equity

Table No 5: Brand Image

Table No 6: Brand Impact

Table no 8:Brand Personality

Table No 9:Brand Publicity

Table no 12:Brand Audit From Social Media:

How are you How are your

 The Global Audit Firm EXPORT EXCELLENCE – 2015

 "Ashirvad Pipes" "BEST MANUFACTURER EXPORTER AWARD"

 Brand Consideration: When asked ifAshirvad products were appealing over

 A spirit of co-operation and openness to other ideas and opinions

Customer Lifetime Value for Ashirvad:

Brand Elements of Ashirvad Pipes Pvt.Ltd

Brand Mantra & Slogan:

Pointsof sale 35000+

Corporate Social Responsibility Goals (CSR)

ASHIRVAD FLOOD RELIEF TO CHENNAI

BEDS AND CARPETS TO OLD AGE HOME

Digital Application of Ashirvad Pipes Pvt.Ltd.

Mobile application for Branding:

Ashirvad Digital Logo For Branding

Table no 14 :Brand Audit Checklist

Brand audit Checklist For Ashirvad Pipes Pvt.Ltd.

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