Brand Image - Airtel

A
Project Report
ON
“BRAND IMAGE”
With
“BHARTI AIRTEL LIMITED”
Submitted in partial fulfillment of the requirement for the award of the degree
of
“MASTER OF BUSINESS ADMINISTRATION”
(Marketing)
Submitted By
MUFEEZ AHMED
1077-20-672-101
Under the guidance of
Mr. AMJAD KHAN
(ASSOCIATE PROFESSOR)
DECCAN SCHOOL OFMANAGEMENT
(Affiliated to Osmania University-HYDERABAD)

(2020-2022)
INTRODUCTION
Branding
“The act of giving a company a particular design or symbol in order to advertise its products
and services” from Cambridge Advanced Learner’s Dictionary
A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish
a specific product, service, or business. A legally protected brand name is called a proprietary
name.
Brand is the image of the product in the market. Some people distinguish the psychological
aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of
all points of contact with the brand and is known as the brand experience. The psychological
aspect, sometimes referred to as the brand image, is a symbolic construct created within the
minds of people and consists of all the information and expectations associated with a
product or service.
People engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has
certain qualities or characteristics that make it special or unique. A brand is therefore one of
the most valuable elements in an advertising theme, as it demonstrates what the brand owner
is able to offer in the marketplace. The art of creating and maintaining a brand is called brand
management. Orientation of the whole organization towards its brand is called brand
orientation.
Careful brand management seeks to make the product or services relevant to the target
audience. Therefore cleverly crafted advertising campaigns, can be highly successful in
convincing consumers to pay remarkably high prices for products which are inherently
extremely cheap to make. This concept, known as creating value, essentially consists of
manipulating the projected image of the product so that the consumer sees the product as
being worth the amount that the advertiser wants him/her to see, rather than a more logical
valuation that comprises an aggregate of the cost of raw materials, plus the cost of
manufacture, plus the cost of distribution. Modern value-creation branding-and-advertising
campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a
T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal that
contains a few cents' worth of wheat.
Brands should be seen as more than the difference between the actual cost of a product and
its selling price - they represent the sum of all valuable qualities of a product to the consumer.
There are many intangibles involved in business, intangibles left wholly from the income
statement and balance sheet which determine how a business is perceived. The learned skill
of a knowledge worker, the type of metal working, the type of stitch: all may be without an
'accounting cost' but for those who truly know the product, for it is these people the company
should wish to find and keep, the difference is incomparable. Failing to recognize these assets
that a business, any business, can create and maintain will set an enterprise at a serious
disadvantage.
A brand which is widely known in the marketplace acquires brand recognition. When brand
recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in
the marketplace, it is said to have achieved brand franchise. One goal in brand recognition
is the identification of a brand without the name of the company present. For example,
Disney has been successful at branding with their particular script font (originally created for
Walt Disney's "signature" logo)
Consumers may look on branding as an important value added aspect of products or services,
as it often serves to denote a certain attractive quality or characteristic (see also brand
promise). From the perspective of brand owners, branded products or services also command
higher prices. Where two products resemble each other, but one of the products has no
associated branding (such as a generic, store-branded product), people may often select the
more expensive branded product on the basis of the quality of the brand or the reputation of
the brand owner.
NEED OF THE PROJECT
The basic need of the project is to understand the service of BHARTI AIRTEL
LIMITED products and identify what are the gaps in service. The idea behind the projects is
to identify what is the brand and service range of BHARTI AIRTEL LIMITED products in
Hyderabad market.
Company wants to know whether service process working properly or not? And are retailers
satisfied with the service practice? Company also wants to distinguish the availability of
BHARTI AIRTEL LIMITED products and visibility in market through promotional
materials.
The need of project arises from company to improve its service practice in order to have
better market placement in Hyderabad market. So, for that they needed in-depth analysis of
the problems which would also generate some fresh ideas for the improvement.
OBJECTIVES OF THE STUDY
● To study about the AIRTEL BRAND.
● To know about the brand image of AIRTEL Tele services.
● To know how customers feel about AIRTEL TELE SERVICES
● Are they happy with the service?
● To know about what customer needs and what the company is providing.
SCOPE OF THE STUDY
The study is conducted within Hyderabad town and its various parts. Hyderabad was
divided in two regions which are one town and two Town. The survey is conducted in
Automobile shops situated in all regions which are exclusive in sales of BHARTI AIRTEL
LIMITED.
RESEARCH METHODOLOGY
Definition:
Research methodology is the specification of the method of acquiring the information
needed to the structure or to solve the problem at hand.
It is the pattern of the framework of the project that stipulates what information is to
be collected, from which source and by what method.
Primary Source Data:
A questionnaire was prepared helped in gaining an insight view of the factors
effecting the customer needs and related issues. The addresses of various customers were
given and with the help of the questionnaire prepared, I need to find out the first hand
information regarding the share of the Airtel in every segment in the market and the
satisfaction level of each customer. Further I need to find out the future plans of the customer
regarding the purchase of the Airtel products.
Each day I met 5 customers for 4 weeks the sample size of 100 respondents was
decided upon.
Secondary Data:
Secondary data collection method includes
● Data collected from Broachers and materials provided by Bharthi Airtel Ltd.
● Various books relating to Brand Image and other related topics
● Various information from the official website of Airtel
Sampling Procedure:
The sampling technique use here was Quota Sampling, which is one of the most commonly
used non-probability sample design.
Sampling Unit:
The target population from which the sample is chosen is owners of all brands of Sim cards.
Sample Size:
The sample of 100 from the target population was chosen.
Analysis Used:
The data collected in form of questionnaires was tabulated and analyzed using basic
statistical method percentages.

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DECCAN SCHOOL OFMANAGEMENT

(Affiliated to Osmania University-HYDERABAD)

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