Analytical Assessment of Brand Image for Fauji Cereals

Abstract

Despite being the largest manufacturer of cereals in Pakistan Fauji Cereals has been facing stagnation as far as the growth is concerned. Entry of imported brands had a worsening effect on the sales of its products in the local market. Before Kellogg's hit the Pakistani middle class breakfast table, Fauji Cereals gave its customer's the necessary nourishment. Most of the consumers would remember the Fauji Corn Flakes box. But due to the introduction of high quality cereals like Kellogg's and Nestle, consumers have become more conscious about the quality, packaging and promotional aspects. The goal of this project was to conduct a detailed study on fauji cereals as an organization to asses the effectiveness of the current work processes and what role are they playing in shaping the ongoing marketing and branding strategies. The second phase of the project focused on market research to identify trends in the cereal industry and to finally dig out the brand image of Fauji cereals with respect to the cereal consuming population. For the fir st part, the target population consisted of 20 employees from manage rial and front line levels. For the second part, the target population consisted of two stores in Rawalpindi and two in Islamabad which have the highest frequency of shoppers in the selected areas. The number of respondents for this phase was 200. The cereal consuming population was identified through screening questionnaires. Out of these 200 respondents 1n the selected stores, 90