brand image
DESCRIPTION
“Brand Image” is the totality about the impressions about the brand. This according to him includes its physical, functional and psychological aspects of the brand.TRANSCRIPT
A PROJECT REPORT ON
“BRAND IMAGES”
By
RAVITEJA.M
(09141E0048)
Carried out
At
BAJAJ AUTO COMPANY LIMITED.
Under the esteemed guidance of
Mr. GOVERDHAN REDDY sir M.B.A
Department of Management Studies,
S.R.T.I.S.T, Nalgonda.
BRAND IMAGE
According to Sengupta:
“Brand Image” is the totality about the impressions about the brand. This
according to him includes its physical, functional and psychological aspects of the
brand.
According to Christian Restall:
“Brand Image is the measurable aspects of the brand”
According to Oglivy
“Personality and brand image are the same”
Joseph Plummer
He indicates that brand image has three components:
• Product attributes
• Consumers benefit
• Brand personality
.Brand image would stem from three sources .These are:
PROVIDER-DRIVEN IMAGE
This is the image driven from the company/brand. The brand is what it is because
of the company makes it.
PRODUCT DRIVEN IMAGE
This image is result of the product performance. This in turn depends on its
ingredients. Santoor toilet soap promises skin care through it contents - sandal
wood and turmeric.
USER – DRIVEN IMAGE
This image is driven by the lifestyle of the user. A particular lifestyle is south to be
projected through a product. This is done through user-imagery. “
NEED OF THE STUDY:
The study centered to take strategic decisions in support of Bajaj auto in the field
of marketing. The main need of this study is to ascertain various methods to
increase the sales volume of the concern. The method includes regular product
information to the buyers, creating a brand position in the market and taking
measures to make the brand remain in its position. One of the important aspects of
this study is also to increase the market segment for the products.
OBJECTIVES OF THE STUDY:
To know the brand image towards Bajaj Auto
To understand consumer perception about Bajaj Auto
To evaluate the performance of Bajaj Auto in the market interims quality
after sales services and other market variable
SCOPE OF THE STUDY
The scope of marketing research can be pointed out by a single word, "Consumer
Preference". It can be termed as the balance wheel as the marketing system which
harmonies the study and demand factors.
• Marketing survey has wide scope and covers all aspects of marketing.
Broadly its scope can be classified in the following categories :-
• The study is confined on the selected customers in Nalgonda
• It is concerned with product of Bajaj auto.
• Research on Promotional Policies of Bajaj auto
• It is concerned with buying behavior of Bajaj auto.
• Brand Image of Bajaj auto.
LIMITATIONS OF THE STUDY
• Since the survey was done only in Nalgonda.So the result obtained may not
be taken as universal suggestion.
• Due to time constraints and busy schedules of the people it was difficult to
interact with them completely
• The sample size was limited
RESEARCH METHODOLOGY
SOURCE OF DATA
Primary data:
Questionnaires were used for collecting primary data
Secondary data:
Secondary data were collected from figures, statistics and tables from the
company’s annual publications websites and from library books
SAMPLE DESIGN
GEOGRAPHICAL AREA:
The study is conducted in Nalgonda district.
Sample size:
The sample size chosen by the researcher for the purpose of this study is 100
working public in nalgonda district
Sample method:
Random and stratified
INDUSTRY PROFILE
AUTOMOTIVE INDUSTRY IN INDIA
The Automotive industry in India is one of the largest in the world and one of the
fastest growing globally. India is manufacturing over 11 million 2 and 4-wheeled
vehicles and exporting about 1.5 million every year. It is the world's second largest
manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009.
India's passenger car and commercial vehicle manufacturing industry is the seventh
largest in the world, with an annual production of more than 2.6 million units in
2009.
As of 2009, India is home to 40 million passenger vehicles and more than 1.5
million autos were sold in India in 2009 (an increase of 26%), making the country
the second fastest growing automobile market in the world. By 2050, the country is
expected to top the world in auto volumes with approximately 611 million vehicles
on the nation's roads. A major chunk of India's auto manufacturing industry is
based in and around the city of Chennai (also known as "Detroit of India"),with the
Indian city accounting for 60 per cent of the country's automotive exports. Chakan
corridor near Pune.
HISTORY
Following economic liberalization in India in 1991, the Indian automotive industry
has demonstrated sustained growth as a result of increased competitiveness and
relaxed restrictions. Several Indian automobile manufacturers such as Tata Motors,
Mahindra and Mahindra, expanded their domestic and international operations.
India's robust economic growth led to the further expansion of its domestic
automobile market which attracted significant India-specific investment by
multinational automobile manufacturers. In February 2009, monthly sales of
passenger autos in India exceeded 100,000 units.
In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the
first automobile to run on roads. This automobile, in fact, was a self-powered,
three-wheeled, military tractor that made the use of a steam engine. The range of
the automobile, however, was very brief and at the most, it could only run at a
stretch for fifteen minutes. In addition, these automobiles were not fit for the roads
as the steam engines made them very heavy and large, and required ample starting
time. Oliver Evans was the first to design a steam engine driven
automobileintheU.S.
A Scotsman, Robert Anderson, was the first to invent an electric carriage between
1832 and 1839. However, Thomas Davenport of the U.S.A. and Scotsman Robert
Davidson were amongst the first to invent more applicable automobiles, making
use of non-rechargeable electric batteries in 1842. Development of roads made
travelling comfortable and as a result, the short ranged, electric battery driven
automobiles were no more the best option for travelling over longer distances.
The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk
production of cars. This lead to the development of the industry and it first begun
in the assembly lines of his car factory. The several methods adopted by Ford,
made the new invention (that is, the car) popular amongst the rich as well as the
masses.
According the History of Automobile Industry US, dominated the automobile
markets around the globe with no notable competitors. However, after the end of
the Second World War in 1945, the Automobile Industry of other technologically
advanced nations such as Japan and certain European nations gained momentum
and within a very short period, beginning in the early 1980s, the U.S Automobile
Industry was flooded with foreign automobile companies, especially those of Japan
and Germany.
The current trends of the Global Automobile Industry reveal that in the developed
countries the Automobile Industries are stagnating as a result of the drooping car
markets, whereas the Automobile Industry in the developing nations, such as, India
and Brazil, have been consistently registering higher growth rates every passing
year for their flourishing domestic automobile markets.
Those who are interested in gathering more information about the Automobile
Industry, may browse through the following links
World Automobile Industry
Automobile Industry Trends
India Automobile Market
India Automobile Industry
The World Automobile Industry is turned to the developing markets.
With the developed markets almost saturated, the World Automobile Industry is
now focused on the developing markets of South America and Asia, and Eastern
Europe with special emphasis on BRIC (Brazil, Russia, India, and China).
As per the reports of the International Organization of Motor Vehicle
Manufacturers or OICA(the association of the companies involved in World
Automobile Industry), for the fiscal end in 2006, the automobile manufacturers in
the U.S. have been overtaken by those in Japan, in terms of the total volume of
automobile units manufactured worldwide.
However, the struggling General Motors of the U.S. still remain the worldwide
leaders of the World Automobile Industry, ahead of the rapidly growing Toyota
Motor Corporation of Japan, by a substantial margin.
Measures to be adopted by global leaders of the World Automobile Industry.
Several significant economic measures are being considered by the major players
of the World Automobile Industry in order to make a smooth entry into the
markets of the developing countries, and to make a name for themselves. The
effective measures include :
Reducing the selling prices of the automobiles manufactured in their
factories
Improving the levels of after-sales services to keep customers satisfied
Opening manufacturing factories in the developing nations, to reduce
effective costs of production as well as saving shipping charges, and
enhancing prompt delivery of automobile units.
Automobile Industry Trends
In keeping with the Automobile Industry Trends, the leading automobile
manufacturers are turning to the Asian markets that appear set to grow immensely
over the next decade. The automobile markets in the U.S., Europe and the Japan
have almost matured as a result of saturation and appear set to decline through the
next decade. In contrast, the automobile markets spread over the entire Asian
continent (with the exception of Japan), are constantly increasing in size and will
be the destination for most of the globally leading automobile manufacturers.
The Automobile Industry Trends reveal that the emerging markets of the
developing nations of Asia especially China, and India are backed by their huge
population growth rate, to add to the growing national economy of these two
nations.
The rapid growth of the national economy of the BRIC countries (including Brazil,
Russia, India, and China) have enabled a growing section of the population of
these countries to purchase automobiles. Global surveys conducted recently reveal
that within the next ten years, these emerging automobile markets will account for
nearly a whooping 90 percent of the global automobile sales growth. As a result of
this, leading Automobile manufacturers of the world are setting up factories in
the emerging markets, in order to serve the potential consumers better as well as
reduce manufacturing and shipping costs. In addition, these arrangements are
enabling the leading global automobile manufacturers to compete with the local
automobile manufacturers that were flourishing in the absence of quality
competition.
The prosperity of the national economy is reflected in the rising per capita income
of the developing nations. Therefore, increasing Gross Domestic Product and per
capita income have raised the purchasing ability of the population that constitutes
these emerging markets
as a growing percentage of the population in the developed nation’s age rapidly, in
comparison to the rest of the world; these aging numbers necessitate automobiles
to fit the physiological change of the world population.
The India Automobile Market is a promising industrial sector that is growing
immensely every passing year. The passenger cars are referred to, through the use
of the word "automobile." The whooping growth experienced by the Indian
Automobile Market in the last financial year itself that is the financial year end in
February, 2007 was very close to a 18 percent over the previous fiscal. This
statistical fact is a glittering example of the potential of the growing Automobile
Industry in India.
As per the survey conducted by the Society of Indian Automobile Manufacturers,
the total number of automobiles manufactured by the Automobile Industry in
India, throughout the financial year 2006-07, was very close to the 15.5 lakh (1.5
million) margin. The huge of number of automobiles manufactured by the
Automobile Industry in India was an enormous growth upon the number of
automobiles manufactured during the previous fiscal that ended in 2006.
The total number of cars that were exported from India were very close to the 2.0
lakh (2.0 hundred thousand) margin, an encouraging sign for the Automobile
Industry in India. The export of cars manufactured in India comprised nearly 13
percent of the total number of cars manufactured domestically by the Automobile
Industry in India.
The India Automobile Market looks set to prosper, largely due to the growing
market for automobiles that is developing in India. In the financial year that ended
in February, 2004, the Indian automobile markets were the fastest growing in the
world, with the registered growth rate touching nearly 20 percent.
The Automobile Industry in India mainly comprises of the small car section, which
enjoys nearly a 2/3rd market share of the entire market for automobiles in India. In
this respect, the Indian markets are the largest in the world for small cars, behind
Japan.
The Indian passenger car market which ranks amongst the largest in the world, is
poised to become even larger and enter the top five passenger car markets in the
world in the next decade.
India Automobile Industry
Following India's growing openness, the arrival of new and existing models, easy
availability of finance at relatively low rate of interest and price discounts offered
by the dealers and manufacturers all have stirred the demand for vehicles and a
strong growth of the Indian automobile industry.
The data obtained from ministry of commerce and industry, shows high growth
obtained since 2001- 02 in automobile production continuing in the first three
quarters of the 2004-05. Annual growth was 16.0 per cent in April-December,
2004; the growth rate in 2003-04 was 15.1 per cent The automobile industry grew
at a compound annual growth rate (CAGR) of 22 per cent between 1992 and 1997.
With investment exceeding Rs. 50,000 crore, the turnover of the automobile
industry exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-
component sector, the automotive industry's turnover, which was above Rs. 84,000
crore in 2002-03, is estimated to have exceeded Rs.1,00,000 crore ( USD 22. 74
billion) in 2003-04.
India
Auto rickshaws parked on the streets of Mumbai
Auto rickshaws (often called just auto) are common all over India, and provide
cheap and efficient transportation. New auto richshaws run on CNG and are
environment friendly. Typical mileage for an Indian-made auto rickshaw is around
35 kilometers per liter of petrol (about 2.9 L per 100 km, or 82 miles per gallon
[United States (wet measure), 100 miles per gallon Imperial (United Kingdom,
Canada)].
Many major nationalized banks in India offer loans to self-employed individuals
seeking to buy auto rickshaws. Auto rickshaw manufacturers in India include Bajaj
Auto, Kumar Motors, Kerala Auto Limited, Piaggio , Force Motors (previously
Bajaj Tempo), Mahindra & Mahindra Ape and TVS Motors. Auto rickshaws are
found in cities, villages and in the countryside.
In July 1998, the Supreme Court of India ordered the Delhi government to
implement CNG or LPG (Autogas) fuel for all autos and for the entire bus fleet in
and around the city. Delhi's air quality has improved with the switch to CNG.
Initially, auto rickshaw drivers in Delhi had to wait in long queues for CNG
refueling, but the situation has improved with the increase of CNG stations. CNG
autos were distinguishable from the erstwhile petrol-powered autos by having a
green and yellow livery as opposed to the earlier black and yellow. Certain local
governments are pushing for four-stroke engines instead of the current two-stroke
versions.
We are a renowned whole-seller and exporter of 3Wheeler Auto parts and
Accessories. Our wide product range includes All Bajaj 3 Wheeler & 2 Wheeler
Spare Parts, Piaggio Vehicles spare parts & Accessories for 3 Wheelers & 2
Wheelers, Vira Gears and Gear Parts. Apart from this, we are also offering
Cylinder Blocks, Wheel Rims and Silencers, Aluminum Die Casting Products and
A Full House for ALL Leading Brands for 3 Wheelers & 2 Wheelers. These
products are catering to the various needs of automobile industry. Our products are
highly appreciated by our clients for their durability, low maintenance. Corrosion
& abrasion resistance and heat resistance.
COMPANY’S HISTORY:
Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading
Corporation Private Limited. It started off by selling imported two- and three
wheelers in India. In 1959, it obtained license from the Government of India to
manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled
out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles
in a single financial year. In 1985, it started producing at Waluj in Aurangabad. In
1986, it managed to produce and sell 500,000 vehicles in a single financial year.
Company Profile:
Founder
Jamnalal Bajaj
Year of Establishment
1926
Industry
Automotive - Two & Three Wheelers
Business Group
The Bajaj Group
Listings & its codes
BSE – Code: 500490; NSE - Code:BA JA JAU TO
Presence
Distribution network covers 50 countries.
Dominant presence in Sri Lanka, Bangladesh, Columbia, Guatemala, Peru, Egypt,
Iran and Indonesia.
Joint Venture
Kawasaki Heavy Industries of Japan
Registered & Head Office
Akurdi , Pune – 411035, India
Tel.: +(91)-(20)-27472851
Fax: +(91)-(20)-27473398
Works
Akurdi, Pune 411035
Bajaj Nagar, Waluj Aurangabad 431136
Chakan Industrial Area, Chakan, Pune 411501
Website
www.bajajauto.com
About Bajaj
The Bajaj Group is amongst the top 10 business houses in India. Its footprint
stretches over a wide range of industries, spanning automobiles (two-wheelers
and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and
finance. The group’s flagship company, Bajaj Auto, is ranked as the world’s fourth
largest two- and three- wheeler manufacturer and the Bajaj brand is well-known in
over a dozen countries in Europe, Latin America, the US and Asia. Founded in
1926, at the height of India's movement for independence
from the British, the group has an illustrious history. The integrity, dedication,
resourcefulness and determination to succeed which are characteristic of the group
today, are often traced back to its birth during those days of relentless devotion to a
common cause. Jamnalal Bajaj, founder of the group, was a close confidant and
disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This
close relationship and his deep involvement in the independence movement did not
leave Jamnalal Bajaj with much time to spend on his newly launched business
venture. His son, Kamalnayan Bajaj, then 27, took over the reins of business in
1942. He too was close to Gandhiji and it was only after Independence in 1947,
that he was able to give his full attention to the business. Kamalnayan Bajaj not
only consolidated the group, but also diversified into various manufacturing
activities.
The present Chairman and Managing Director of the group, Rahul Bajaj, took
charge of the business in 1965. Under his leadership, the turnover of the Bajaj
Auto the flagship company has gone up from Rs.72 million to Rs.46.16 billion
(USD5 936 million), its product portfolio has expanded from one to and the brand
has found a global market. He is one of India’s most distinguished business leaders
and internationally respected for his business acumen and entrepreneurial spirit.
Managing Director
Rajiv Bajaj, who took charge as Managing Director on 1st April 2005, is a
Mechanical Engineer from Pune University. He later did his Masters in
Manufacturing Systems Engineering from the University of Warwick. He Joined as
Officer on Special Duty in 1990, took over as General Manager (Products) in
February 1993, Vice President (Products) in June 1995, President in May 2000,
President & Whole Time Director in March 2002 and as JointManaging Director in
March 2003.
Sanjiv Bajaj
Executive Director
Mr. Sanjiv Bajaj, who took charge as the Executive Director in April 2004, is a
Mechanical Engineer from Pune University. He obtained a Masters Degree in
Manufacturing Systems from the University of Warwick and an MBA degree from
Harvard Business School. Mr. Sanjiv Bajaj joined as an Officer on Special Duty in
1994, took over as the General Manager (CF7) in 1997 and Vice
President (Finance) in April 2001.
OBJECTIVES OF THE STUDY
The objective of the study is “Company image Bajaj and Survey research to
measure customer satisfaction towards Bajaj Pulsar in Chennai” during the period
of MAY – JUNE 2009
• To determine the effects of the company image on the sales.
• To understand customer attitude towards Bajaj motorcycles and Bajajauto.
To measure customer satisfaction of Bajaj pulsar motorcycle owners.
• To know the market share of Bajaj auto in Chennai.
• To predict the boom of automobile industry.
To know the tastes and preferences of people of Chennai when it comes to
motorcycles.
COMMERCIAL VEHICLES
Goods Carriers
GC Max Diesel
GC Max CNG
RE600
Passenger Carriers
RE 2S
RE 2S CNG
RE 2S LPG
RE 4S
RE 4S CNG
RE 4S LPG
RE Diesel
RE GDI
Mega M
Bajaj Three WheelersWe are one of the authorized traders and exclusive suppliers of various models of three wheelers from Bajaj & Piaggio. These are extensively used for varied commercial transportation.
Bajaj Auto Rickshaw 2 Stroke & 4 Stroke
Bajaj Auto Rickshaw 2 Stroke 2 stroke Bajaj auto rickshaw are popular and extensively used category of three wheelers.
Engine
Type 2 Stroke
Cooling Type
Forced Air Cooled
Displacement 145.45 cc
Max Power 7 bhp( 5.15 kW) @ 5000 rpm
Max Torque 12.1 Nm @ 3500 rpm
Ignition Type CDI
Transmission Type
4 forward and one reverse
Clutch Type Wet multidisc type
Electrical System
System 12V AC + DC
Head Light 35/35W
Horn 12 V AC
Chassis
Chassis Type Monocoque
Maximum Payload
333 kg
Suspension
Front Suspension
Helical spring and hydraulic shock absorber with antidive link
Rear Suspension
Independent suspension with spring and hydraulic shock absorber
Tyres
Front Tyre Size
4.00-8, 4PR
Rear Tyre Size
4.00-8, 4PR 2 Nos.
Brakes
Front Brakes Drum Hydraulic
Rear Brakes Drum Hydraulic
Fuel Tank
Fuel Tank Capacity
8 litres
Dimensions
Overall length
2625 mm
Overall width
1300 mm
Overall height
1710 mm
Wheel Base 2000 mm
Ground Clearance
180 mm
Minimum Turning Radius
2.88 m
GVW 277 kg
» Send Enquiry
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REVIEW OF LITERATURE:
• “Brand Image is the impression left in the mind of the prospect by the
brand”
• A brand is a collection of images and ideas representing an economic
producer; more specifically, it refers to the descriptive verbal attributes and
concrete symbols such as a name, logo, slogan, and design scheme that
convey the essence of a company, product or service. Brand recognition and
other reactions are created by the accumulation of experiences with the
specific product or service, both directly relating to its use, and through the
influence of advertising, design, and media commentary. A brand is a
symbolic embodiment of all the information connected to a company,
product or service. A brand serves to create associations and expectations
among products made by a producer. A brand often includes an explicit
logo, fonts, color schemes, symbols and sound which may be developed to
represent implicit values, ideas, and even personality. The key objective is to
create a relationship of trust.
• The brand, and "branding" and brand equity have become increasingly
important components of culture and the economy, now being described as
"cultural accessories and personal philosophies".
Brands are represented in the mind of the consumers through images.
Consumers do not live in an objective and real world. Rather their world is
tending to be subjective and personal. It is the image of the world that mediates
between the consumer and the external real world. A brand is not what actually
it is, rather what it perceived as. Hence image building is crucial task for
marketers. It is the brand image which would either ‘steer away” or “steer
towards” a consumer from a brand. Imagery perspective lays stress on
symbolism and imagery aspect of a brand. It is the imagery overhand above the
physical product that may make brand more relevant and meaningful to the
consumers in certain cases.
Brand Image building is “The effort to differentiate the brand psychologically
rather than physically”
According to Sengupta “Brand Image” is the totality of the impressions about
the brand” This according to him includes its physical, functional and
psychological aspects of the brand.
Branding began much before the term entered in the jargon of marketing thought.
It can be traced to ancient civilizations. The Greeks and Romans and people before
them employed various ways to promote their wares. These were wines, ointments
or metals. The Greeks also uses town criers to announce the arrival of ships with
particular cargos
Branding becomes an imperative when identity is lost due to homogeneity,
branding in the simplest form a differentiator. If one traces the etymology the word
brand has its origin in the old news word”brandr”.IT means “to burn”.Inthe early
times ,the farmers used to burn a mark or a symbol on the animals to identify ones
live stock.
Branding has always an important aspect of marketing .In the sixteenth century
distillers uses branding in their own way. They burned or branded their name on
the wooden containers. It is the purpose that the whiskey of one distiller could be
identified from that of others .Consumer identification practices with the product
and protection continues to be guides of branding practices today.
The brand concept evolved further in the eighteen century. Earlier the producers
name identified the products. It is some kind of corporate umbrella branding. In
fact identity of the producer is used to the brand name. For instance, Smirnoff
vodka takes its name from Smirnoff family which went into vodka business in the
year 1818, Ford automobiles adorned the name that came from the Ford family.
The real boost to branding came in the middle of the twentieth century. Originally
the production was craft based and localized. Since the craft is producer specific,
the output was automatically differentiated. Also craft is time-consuming, it
limited production to low level. Hence markets were small and localized. But
dawning to industrial wave altered the production methodologies. The
industrialization brought assembly lines, large corporations and standardization.
The plants began to use similar technology, churning out similar products. This left
one product virtually
Brand Image
According to Sengupta:
“Brand Image” is the totality about the impressions about the brand. This
according to him includes its physical, functional and psychological aspects of the
brand.
According to Christian Restall:
“ Brand Image is the measurable aspects of the brand”
According to Oglivy
“personality and brand image are the same”
Aaker has the following say about brand image,
”An association and image both represent perceptions which may or may not
reflect objective reality…….as image of competence based upon the appearance of
a doctors office and the manners of his staff rather than on the objective measure of
the health of former patients”.
Kapferer thinks that brand identity is from the sender’s side while brand image is
from receiver’s side.
Meryl Paule Gardner
He examines the constituents of brand image and calls them “brand thoughts”.
For instance, many may not evaluate the company or even the product while
evaluating a brand. Blind test conducted for soft drinks, instant coffee and
perfumes reveals that the consumers could not really differentiate the brands when
their name was concealed from them. But certain things like bran features and
information obviously affect the brand image. Communication which includes
advertising seems to be every important influence of the brand image besides the
product or brand itself.
Joseph Plummer
He indicates that brand image has three components:
Product attributes
Consumers benefit
Brand personality
That is Plummer treats Brand image as a subset of image .Brand image would
stem from three sources .These are:
Provider driven image
Product driven image
User driven image
PROVIDER-DRIVEN IMAGE
This is the image driven from the company/brand. The brand is what it is because
of the company makes it. For instance, brand name like Tata signals quality in
everything it makes from steel to salt. In fact it is likely a couple of percentage
points about the market share acquired by any Tata brand is owed to the brand
name Tata itself.
Sometimes the CEOs positive image enhances the brands appeal.JRD Tatas image
has a favorable impact von the groups name. The same could be true of brand
names. Amul is synonyms with dairy products.
Sometimes, brand image is influenced by the manufactures name besides the
brands own personality. Research in US shows that Crest (P&G Toothpaste) was
seen as anticavity toothpaste while Levers brands-Close-Up, Aim Mint where all
clustered together and viewed as cosmetic rather than medicinal tooth pastes.
Studies conducted by marketing research agencies shows that brand image is not
significantly affected by the company’s name unless the organization name itself
has been used as the brand name. What it means is that not many care as to who
manufactures Bagpiper Whisky or Kingfisher Beer. The fact is that UB
manufactures Kingfisher is immaterial to the brand image of the beer. The western
consumers who at least in FMCGs tend to read the relationship between the
company’s image and the brand image.
PRODUCT DRIVEN IMAGE
This image is result of the product performance. This in turn depends on its
ingredients. Santoor toilet soap promises skin care through it contents - sandal
wood and turmeric. Carrier AirCon which recently executed a turnaround saves a
specific market because of its midrange tonnage.
This is directly related to the product category that it’s identified with, i.e. “SPLIT
AIR CONDITIONARS”. 7 O’clock platinum edge derives its durability from the
material of manufacture.
USER – DRIVEN IMAGE
This image is driven by the lifestyle of the user. A particular lifestyle is south to be
projected through a product. This is done through user-imagery. “Naughty Boy”
shoe has more to do with a school boy’s image rather than the product’s
characteristics. Van Heusen shirts are an expression of particular lifestyle, just as
DH shirts are of another. Aramusk tried, though unsuccessfully to communicate
the idea of a male soap to the customers. “Men can be soft” is the idea that Nivea
cream innovately communicates through its positioning “Men who dare to care”.
Here, Nivea banks more on the profile of men who use the product rather than on
the product features them.
BRAND IMAGE-ESTABLISHED PRODUCTS AND NEW PRODUCTS
Brand image of most established products is difficult to change. The hypothesis
appeals intuitively. This is because the brand would have acquired a personality
step by step over a period of time. Any time that disturbs the core values of the
personality shall be summarily rejected. This has been powerfully demonstrated by
New Coke – Old Coke episode. Observe that n India too, some established brands
have successfully changed the brand image while other has not. Witness the
positioning shifts in “Red Label Tea” which was at one time the largest selling tea
brand in the country. The brand is today being seen as less exciting than stable-
mate Taaza. The same problem might haunt Bata which is finding it difficult to
compete with younger brands like Woodland, Mescos, Action etc..
The trick is to contemporaries brand image incrementally. This was done pretty
deftly in the case of Lifebuoy. Its “Tandurusti-Ki-Raksha” platform has not been
abandoned since the 60’s, but the executions, the props, ambience of the
advertisement have been steadily modified to suit the present times. Cintol
successfully changed its image from a deodorant soap to a head-on competitor of
Liril. New brands do not have to carry that baggage of heritage but they also lag a
clear image in the mind of the consumer. Today if a brand has to create an image
for itself which has to market itself in a radically different fashion. This can be
observed in the case of Close-up toothpaste.
Some times a brand can run into serious image-related problems because of the
product. Cadbury’s Chocolates received adverse publicity because of their nickel
content which was supposedly harmful. Same type of problem has been suffered
by the Cola giant Coca-Cola recently. For instance Union Carbide earned a bad
image due to Bhopal gas tragedy. But the brand it manufactured namely Eveready
was only marginally affected. These examples show that brand image is for ever in
danger and even established brands can bite the dust in the face of adverse
publicity.
BRAND IMAGE AND COUNTRY OF ORIGIN
It has been observed that hedonistic products (perfume, wine) fare better when they
are manufactured by French companies. Similarly, Japanese products are preferred
in categories like cars, digital cameras and Plasma TV sets. German products are
preferred in certain niche industrial products (Karor, the German company
produces 90% of cigarette making machines in the world)
Several studies showed that brand image has a correlation with the country of
origin. Patriotic advertisements can for instances affect the image of a brand and
may bring in some loyal consumers. However it this is true one cannot see how
French perfumes, Japanese cars and Korean ships sell all over the world. MinHan,
of course points out that the influence of patriotic advertising is tentative. This
means that the brand will have to stand on its own in the long run.
Not many companies in India try to sell brand on the strength of their product
being Indian, especially in India. Dabur, Vico Vajrandanti, Kayam Churan are few
such brands that hint at ayurvedic heritage rather than on the fact that the product is
of Indian origin. However, some products have been sold abroad especially in the
Middle East using the maid in India tag. In the US, however, patriotic advertising
become a necessity, thanks to tough competition provided by the Japanese. Other
researches found that the country of origin has nominal effect on the consumers
‘Perception of the brand’. American cars are rated high on mileage and German
cars on driving comfort but even this cannot be stereo typed. The change in brand
image for the product manufactured in other countries in the perception of
Japanese consumers has interesting lessons to offer. It points out that in the
perception of Japanese consumers, the mage of US products have fallen between
1967 and 1975. Also they no longer see products of their own country as value-for-
money products but perceive them to be as good as European or American product.
Overall, research seems to point out that the country of origin has an impact on the
brand image.
BRAND IMAGE AND CELEBRITY
Research on image built through endorsement of celebrities show that there are
three aspects that affect the consumer’s attitude of a brand. They are:
Attractiveness
Trustworthiness
Expertise
Examples of how celebrities in India have been used in advertising to enhance the
brand image are listed below. A film actress like Kareena Kapoor is a credible
source of information for soap. Khaitan, the owner of the brand himself assures
100% reliability of the brand in the advertisement thus making the information
dependable.
In US, perceived expertise mattered more than the other two sources of influence,
namely, attractiveness and trustworthiness in shaping a consumers attitude for
product. Conclusive evidence on this is unavailable on India. However, it is
improbable that the above holes true in India. For instance, the attractive ness of
the model was a very important reason for the phenomenon success of LUX soap
in its introduction stage.
An easy way to develop a brand image is to highlight something unique in the
brand. Captain Cook insists on “FREE-FLOWING” quality of its salt and
promotes it with a comparative advertisement to hit out against Tata Salt. Marlboro
cigarette did a turn around and made itself a “MACHO-MAN”cigerette owing to
its Wild West imagery.
BRAND IMAGE AND IMAGERY
Image is the product seen from the consumer’s perspective. It’s what the
consumers think about the product. Imagery is the consumer seen from the
product’s perspective. Hirschimin argues that its possible to create images of
brands and nurture them through consistent communication.
Typically these imageries fall in three categories namely
Sacred
Secular
Mediating
A sacred image is where the products gets elevated to the meta physical blue sky’s
because of the setting and ritual of consumption.(E.g. Chyavanaprash and
Parachute Hair oil-everybody from grand parents to grand children uses them).
BRAND IMAGE AND USER STATUS
An interesting observation is that brand images are formed irrespective of whether
the brand is being considered of purchase or not. Whether one is likely to purchase
a Maruthi or not, one is likely to have a brand image of the product. This inurn has
been shown to be linked to the execution of the advertisement besides other modes
of information available to the customer.
In some, it appears that while there is a lot of variation in the definition available
for brand personality, most experts seem to be agreed on the definition of brand
image. A definition on which there is broad agreement is given below.
“Brand Image is the impression left in the mind of the prospect by the brand”
BRAND IMAGE AND BRAND PERSONALITY
The different dimensions of a brand should come together to give it a unique
personality. The free flowing nature of its salt, its distinctive logo and
communication, its premium price are all part of Captain Cook salt’s personality.
Aggressive selling in the replacement market for tyres, unique communication and
promotion, the anti-skid product are all part of Apollo Black Cat tyres.
(Unfortunately the branch failed because the product did not deliver.)
When the different dimensions of personality do not match, the product does not
take off. For instance, Savage blade had been positioned as a premium product and
it was functionally effective as well. But it was seen as too expensive by the
market. The same is true for Ariel. The image of Red Label Tea has been that of a
conservative hundred year old brand which is why the company went in for a
repositioning.
A representational product has more to do with the aspirations, roles, role models,
and life-style of the user. Here, Coke gets transformed from sweetened fizz water
to the great American dream.
“Brand personality is the sum total of all the significant tangible and intangible
assets that a brand possesses.”
“Brand image is how the brand is perceived by the consumers. In the words, brand
personality is the cause while brand image is the effect.”
1. Are you having an Auto?
(a) Yes (b) No
TABLE:
S.No
Criteria No. of respondents % of respondents
1. Yes 62 62%
2. No 38 38%
Total 100 100
GRAPH:
YES62%
NO38%
Response
YESNO
INTERPRETAION:
The above table shows that the numbers of respondents are said that 62% is yes
and 38% is no.
2. If yes with which company are you having an Auto?
(a) Bajaj (b) Piaggio ape
(c) Atul (d) Mahindra
TABLE:
S.No Criteria No. of respondents % of respondents
1. Bajaj 35 35%
2. Piaggio ape 30 305
3. Atul 20 20%
4. Mahindra 15 15%
Total 100 100
0
5
10
15
20
25
30
35
Bajaj
Piaggio ape
Atul
Mahindra
INTERPRETAION:
The above table shows that the number of respondents are given preference to
Bajaj is 35, next preference given to Piaggio ape is 30, next preference to Atul is
20 remaining are followed by Mahindra is15.
3. Are you aware of Other Companies Auto in India?
(a) Yes (b) No
TABLE:
S.No
Criteria No. of respondents % of respondents
1. Yes 50 50%
2. No 50 50%
Total 100 100
GRAPH:
Yes No05
101520253035404550
Column2
INTERPRETAION:
The above table shows that the numbers of respondents are said that the aware of
Other Companies Auto in India 75% is yes and 25% is no.
4. What are the motives to purchase the product?
a. Media b. Discussion c. Friends d. Wall paints
TABLE:
S.No Criteria No. of respondents % of respondents
1. Media 35 35%
2. Discussion 30 30%
3. Friends 20 20%
4. Wall paints 15 15%
Total 100 100
0
5
10
15
20
25
30
35
Media
Discussion
Friends
Wall paints
INTERPRETAION:
The above table shows that the number of respondents is said that they know by
Media is 35, next preference given to Discussion is 30, and next preference to
Friends is 20 remaining are followed by Wall paints is15.
5. What are the parameters on which you choose this auto?
(a)Brand Image (b) Reliability (c) Service (d) Mileage (e) Price (f) Quality
TABLE:
S.No Criteria No. of respondents % of respondents
1. Brand Image 30 30%
2. Reliability 20 20%
3. Service 15 15%
4. Mileage 10 10%
5. Price 10 10%
6. Quality 15 15%
Total 100 100
Brand Im
age
Reliab
ility
Servi
ce
Mileag
e Pric
e
Quality
0102030
parameters
parameters
INTERPRETAION:
The above table shows that the number of respondents are given preference to
Brand Image is 30; next preference given to Reliability is20, next preference to
Service and Quality is 15, Mileage and Prices are10 respectively.
6. Which is the most important factor that represents the Brand Image of Auto Company?
(a)Advertisement (b) Service
(c)Price (d) Market Share
TABLE:
S.No
Criteria No. of respondents % of respondents
1. Advertisement 20 20%
2. Service 40 40%
3. Price 10 10%
4. Market Share 30 30%
Total 100 100
0
5
10
15
20
25
30
35
40
Adver-tisement
Service
Price
Market Share
INTERPRETAION:
The above table shows that the number of respondents are given preference to
Service is 40, next preference given to Market Share is 30, next preference to
Advertisement is 20 remaining are followed by Price is10
8. What according to you is the most important factor that Bajaj Auto should concentrate more to withstand competition?
(a)Increase efficiency of Mileage (b) Increase Ads
(c)Technology Up gradation (d) Promotional activities of Bajaj Auto
TABLE:
S.No
Criteria No. of respondents
% of respondents
1. Increase efficiency of Mileage 45 45%
2. Increase Ads 15 15%
3. Technology Up gradation 25 25%
4. Promotional activities of Bajaj Auto 15 15%
Total 100 100
0
5
10
15
20
25
30
35
40
45Increase ef-ficiency of Mileage
Increase Ads
Technology Up gradation
INTERPRETAION:
The above table shows that the number of respondents are given preference to
Increase efficiency of Mileage is 45, next preference given to Technology Up
gradation 25, next preference to Increase Ads and Promotional activities of Bajaj
Auto is15.
12. Kindly rate following factors of the Bajaj Brand?
A) Excellent B) Good
C) Average D) Poor
TABLE:
S.No Criteria No. of respondents % of respondents
1. Excellent 35 35%
2. Good 30 30%
3. Average
20 20%
4. Poor 15 15%
Total 100 100
0
5
10
15
20
25
30
35
Excellent
Good
Average
Poor
INTERPRETAION:
The above table shows that the number of respondents are given preference to
Excellent is 35, next preference given to Good is 30, next preference to Average is
20 remaining are followed by Poor is15.
13. Please give any additional suggestions for improving the trading volume of Bajaj Auto?
.………………………………………………
FINDINGS OF THE STUDY
Most of the respondents are aware of Bajaj Auto Company.
50 Cent percent of the respondents are aware of the other Auto companies
in India.
Baja is the company that majority of the respondents are able to recall
based on their awareness, followed by ape and atul respectively.
The study shows that Advertisement does play an important role in
Marketing Communication for it is the major source through which
majority of the respondents have come to know of various Auto
companies operating in India, followed by friend and broker.
Majority of the respondents have rated Bajaj as the best Auto Company.
It is based on the parameters like Brand image, Reliability, with
acceptance to respondents.
The study shows that increasing ads and promotional activities are some
of the ways by which Bajaj Auto can withstand competition in the market.
The study shows that ethics, advertisement, market share and Service are
the important factors that represent the Brand Image of a company.
SUGGESTIONS
Advertisement is one of the most effective means for communicating with
customers. If Bajaj Auto concentrates more on ads it will be able to attract
more customers and this will also help the company to withstand
competition in the industry.
The company will be able to improve its brand awareness and brand image
through effective marketing communication. (Advertisements)
Concentrating more on, Service, advertisement and Technology Up
gradation of workforce would help Bajaj Auto to be the market leader.
Services such as Customer Meet, etc should be encouraged.
The company has to provide more favorable Service and Quality for
achieving customer satisfaction.
CONCLUSION
Bajaj auto Company is the first largest Auto Company in India. The study reveals that the
company has achieved this position because of its efficient market operation and, the service
and quality adopted by it.
In order to improve its growth and to expand its market share in future the company should
concentrate more on advertisement, technology up gradation, and also improve the efficiency of
its workforce.. From the survey it was found out that a company can improve its brand image
only if it has good market share, advertisement, and efficient work force. So it is one of the
areas where the firm should be more alert so as to improve as well as maintain its Brand Image.
BIBLIOGRAPHY
1. PHILIP KOTLER , Marketing Management, Prentice Hall , 2001
2. PHILIP KOTLER , Marketing Management, Pearson Education,
New Delhi, 11th Edition 2002
3.CR KOTHARI , Research Methodology Methods And Techniques, New Age
International Publishers, New Delhi
4.GC BERI, Marketing Research, Tata Mc Graw Hill, New Delhi, 3rd Edition-2003
5. MATHEW, Insurance: Principles and Practice
6.WEBSITES
www.encyclopedia.com
www.bajajauto.com
1.Name of the Respondent:
2. Are you having an Auto?
a. Yes b. No
3. If yes with which company are you having an Auto?
a. Bajaj b. Piaggio ape c. Atul d. Mahindra
4. How did you become aware of Bajaj Auto?
a. Advertisement b. Friends /Relatives c. Broker d. Others
5. What are the motives to purchase the product?
a. Media b. Discussion c. Friends d. Wall paints
6. What are the parameters on which you choose this Auto?
a. Brand Image b. Service c. Mileage d. Price e. quality
7. Which is the most important factor that represents the brand image of Auto
Company?
a. Advertisement b. service c. Price d. Market share
8. What according to you is the most important factor that Bajaj Auto should
concentrate more to with stand competition?
a. Increase efficiency of mileage b. Increase ads
c. Technology up gradation d. Promotional activities of Bajaj Auto
9. Kindly rate fallowing factors of the Bajaj Brand?
a. Excellent b. Good c. Average d. Poor
10. Please give any additional suggestions for improving the trading volume of
Bajaj Auto.
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