A PRESENTATION ON BRAND BUILDING AND MARKET PENETRATION BY yuvraj shreemal

Rationale of study 
 Interest in marketing field Wanted to get practical information about corporate world & to know polices & strategies of companies to capture mass units of consumers 

Promotion of the brand

Objective of study 

To achieve the Target (25 new subscription in a month of English Version )  To fulfill the Partial requirement of PGPM program

Expected Contribution 
 

Increase the sales volume of the organization It may provide guideline for new researcher By my field work people became aware about the product (Brand Building)

Research Methodology
Type of Research 
Descriptive type

Method of Research
1. Cold calling 2. References calling 3. Viral calling 4. One to one telephony

Sources of data 
Primary & Secondary sources

Instruments for data collection 
Face to face meeting,  Telephone,  Internet &  Books

Time Taken 
One week for knowledge about organization & product information   Four weeks for Research & Field work One week for Project preparation

Field Work 
Four weeks at Ahmedabad in field work Total Target-37 new subscription Target Achieved- 33 subscription

Limitations 
  Language External factors Brand loyalty

Findings 
Financial strength of organization is not good as compared to the competitors such as Economic Times and Financial Express    Service is not good enough ( Vendor ) Not able too Retain the customer Not providing Sunday edition

Suggestions 
Build proper positioning in the minds of the readers  Resolve the inter conflicts with Vendors  Make same pricing policies for all  Start Sunday edition also  Also increase the number of Recruitment Advertisements

Positioning
Business Standard High  Financial Express Market segmentation (segmenting on what Business Line basis) Economic Times  Target marketing (which class should be Q u target) a  Product differentiation (How it can be l different) i t  Consumer benefit (What they have in it) y  Brand image (overall image minds of readers) Price High Low

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