A STUDY OF BRAND AWARENESS AT RUNIK AROMATIC PVT LTD IN PUNE CITY
Abstract
Renowned manufacturer and retailer RUNIK AROMATIC PVT LTD specializes in Wood Fire Steam boilers, Steam Boilers, and essential oil and geranium oil distillation units. In addition, the company provides a wide selection of organic and cold-pressed oils, making sure that every product passes stringent quality inspections at every stage of production and packaging before being sent to customers. Offering alternatives for both online and in-store purchasing at low pricing, RUNIK AROMATIC PVT LTD offers a seamless shopping experience. The purpose of this study is to investigate Pune City's consumers' perceptions of RUNIK AROMATIC PVT LTD and their degree of brand awareness. During a summer internship, the research was carried out with an emphasis on cold calling, product listing, data collection, marketing research, and sales. The brand's awareness strategy's opportunities, threats, weaknesses, and strengths were assessed using a SWOT analysis. Important conclusions show that 60% of respondents are satisfied with RUNIK AROMATIC PVT LTD's machinery and products, and 80% of respondents are aware of the company. The analysis shows that even if delivery times and brand recall could be improved, the company successfully raises brand awareness using a variety of promotional techniques. The study emphasizes how crucial consistent branding components and satisfying consumer experiences are to increasing brand recognition
References
Keller KL, Lehmann DR. Brands and branding: Research findings and future priorities. Marketing science. 2006 Nov;25(6):740-59.
Aaker DA. Managing brand equity: Capitalizing on the value of a brand name. simon and schuster; 2009 Dec 1.
Lane Keller K. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. UK: Pearson Education Limited; 2013
Kotler P, Keller KL, Brady M, Goodman M, Hansen T. Marketing Management 3rd edn PDF eBook. Pearson Higher Ed; 2016 May 5.
Percy L, Rossiter JR. A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing. 1992 Jul;9(4):263-74.
Farris PW, Bendle N, Pfeifer P, Reibstein D. Marketing metrics: The definitive guide to measuring marketing performance. Pearson Education; 2010 Jan 8.
Esch FR, Langner T, Schmitt BH, Geus P. Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of product & brand management. 2006 Feb 1;15(2):98-105.
Ozdemir S, Gupta S, Foroudi P, Wright LT, Eng TY. Corporate branding and value creation for initiating and managing relationships in B2B markets. Qualitative Market Research: An International Journal. 2020 Dec 11;23(4):627-61.
Le TM, Liaw SY. Effects of pros and cons of applying big data analytics to consumers’ responses in an e-commerce context. Sustainability. 2017 May 11;9(5):798.
Maheswaran D, Meyers-Levy J. The influence of message framing and issue involvement. Journal of Marketing research. 1990 Aug;27(3):361-7.
