A PROJECT REPORT ON

BRAND SALIENCE OF PRIVATE

LABEL BRANDS IN RETAIL OUTLETS

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT OF POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT (PGDBM) APPROVED BY AICTE

SUBMITTED BY

Nihal B. Vinzanekar
PGDBM 2010- 2012 (MARKETING)

UNDER THE GUIDANCE OF

Prof. Tejas Fadia

LETTER OF TRANSMITTAL

N L Dalmia Inst. of Mgmt. Studies and Research Mumbai Date: March 30, 2012

Mr. Tejas Fadia Professor in Marketing N L Dalmia Inst. of Mgmt. Studies and Research Shrishti, Sector 1, Mira Road (E) Mumbai 401104

Respected Sir, As you directed in your letter of authorization, I have now completed the project on Mobile Marketing and the learning are contained in the report entitled Brand Salience of Private Label Brands in Retail Outlets . The report is based on various learning experiences and research conducted. The complete methodology is described in the report. Standard marketing research practices are used in the conduct of study, and I believe the results to be valid and reliable within the constraints as defined in the report. I believe that you will find the results of the Research to be interesting and certainly valuable. Yours Sincerely,

Nihal B. Vinzanekar, N L Dalmia Inst. of Mgmt. Studies and Research Mumbai.

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LETTER OF AUTHORIZATION

N L Dalmia Inst. of Mgmt. Studies and Research Mumbai 401104 Date: March 30, 2012

Mr. Nihal B. Vinzanekar N L Dalmia Inst. of Mgmt. Studies and Research Shrishti, Sector 1, Mira Road Mumbai - 401104 Dear Nihal, I have a strong conviction that you are going to achieve a decision making position in your career within a short span of time. Let it be any function of the organization, unless one has the realistic picture of the driving factors of any decision to be made, its become extremely difficult to arrive at a decision which is equally risky. Thus the study of business process and research methods will provide you with the knowledge and skills you will need to solve the problems and meet the challenges of a fast paced decision making environment. Thus to have a deeper application knowledge of Business Process and Market Research, I would like you to do a project on Brand Salience of Private Label Brands in Retail Outlets. I hope during the course of project you will learn about the various aspects of business process and market research.

With regards,

Prof. Tejas Fadia Professor in Marketing N L Dalmia Inst. of Mgmt. Studies and Research

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CERTIFICATE

This is to certify that Mr. Nihal B. Vinzanekar, student of N. L. Dalmia Institute of Management Studies & Research (PGDBM, Marketing IV semester) has successfully completed the project on Brand Salience of Private Label Brands in Retail Outlets under my supervision & guidance as partial fulfillment of requirement of Marketing course 2010- 2012.

Signature

Signature

Prof. Tejas Fadia (Prof. Marketing & Project Guide)

Prof. P. L. Arya (Director)

Mumbai Date

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ACKNOWLEDGEMENT

I have great pleasure in presenting this project report and to express deep regards towards all those who referred their valuable guidance whenever required for the completion of this project. I would like to express my deep gratitude to my Prof. Tejas Fadia, my project guide, for guiding me at every step towards the completion of this project and giving his valuable time. My heartfelt gratitude to Director Prof. P. L. Arya for providing me with all the support and all the faculty members for imparting me the knowledge without which I wouldnt have been able to complete this project successfully. The information for this project has been collected from books, periodicals, magazines and websites. I express deep gratitude towards the authors for the content.