A

SYNOPSIS
ON
BRAND AWARENESS
AT
BHARTI AIRTEL
Submitted
By
POTHARAJU YAKAMBRAM
H.T.NO: 1302-18-672-056
SYNOPSIS SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Department of Business Administration

AURORA’S PG COLLEGE
RAMANTHAPUR
(Affiliated to Osmania University)
2018-2020
INTRODUCTION

Brand awareness

Brand awareness is a marketing concept that measures consumers' knowledge of a brand's

existence. At the aggregate (brand) level, it refers to the proportion of consumers who know
of the brand.

Brand awareness means the extent to which a brand associated with a particular product is
documented by potential and existing customers either positively or negatively. Creation of
brand awareness is the primary goal of advertising at the beginning of any product's life cycle
in target markets. In fact, brand awareness has influence on buying behaviour of a buyer. All
of these calculations are, at best, approximations. A more complete understanding of the
brand can occur if multiple measures are used.

A brand equity is the positive effect of the brand on the difference between the prices that the
consumer accepts to pay when the brand known compared to the value of the benefit
received.

There are two schools of thought regarding the existence of negative brand equity. One
perspective states brand equity cannot be negative, hypothesizing only positive brand equity
is created by marketing activities such as advertising, PR, and promotion. A second
perspective is that negative equity can exist, due to catastrophic events to the brand, such as a
wide product recall or continued negative press attention (Black water or Halliburton, for
example).

Colloquially, the term "negative brand equity" may be used to describe a product or service
where a brand has a negligible effect on a product level when compared to a no-name or
private label product. The brand-related negative intangible assets are called “brand liability”,
compared with “brand equity”
Research on metrics

There has been discussion in industry and practice about the meaning and value of various
brand awareness metrics. Recently, an empirical study appeared to put this debate to rest by
suggesting that all awareness metrics were systematically related, simply reflecting their
difficulty, in the same way that certain questions are more difficult in academic exams

Brand recall

Brand Recall is the extent to which a brand name is recalled as a member of a brand, product
or service class, as distinct from brand recognition.

Common market research usage is that pure brand recall requires "unaided recall". For
example a respondent may be asked to recall the names of any cars he may know, or any
whisky brands he may know.

Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"
measures the extent to which a brand name is remembered when the actual brand name is
prompted. An example of such a question is "Do you know of the "Honda" brand?"

In terms of brand exposure, companies want to look for high levels of unaided recall in
relation to their competitors. The first recalled brand name (often called "top of mind") has a
distinct competitive advantage in brand space, as it has the first chance of evaluation for
purchase.
Brand Recognition

Brand Recognition is the extent to which a brand is recognized for stated brand attributes or
communications

In some cases brand recognition is defined as aided recall - and as a subset of brand recall. In
the case, brand recognition is the extent to which a brand name is recognized when prompted
with the actual name.

A broader view of brand recognition is the extent to which a brand is recognized within a
product class for certain attributes. Logo and tagline testing can be seen as a form of brand
recognition testing. For example, if a product name can be associated with a certain tagline,
logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand recognition is
present.

India’s largest GSM mobile operator Bharti Airtel on Nov 18th officially announced the
launch of its new global logo, and more than 200 empirical knowledge 4G zones created,
as its subscriber will be able to experience the power of future 4G mobile data services. Sunil
Bharti Mittal, Chairman and Managing Director of Bharti Airtel, made the first 4G
video calls to their brand ambassador Shahrukh Khan, Airtel 4G networks. Airtel also
launched its new signature tune composed by AR Rahman and new TV commercials.
NEED OF THE STUDY

The basic need of the project is to understand the service of AIRTEL 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 AIRTEL 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 AIRTEL 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.

SCOPE OF PROJECT

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
AIRTEL.
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. Any problem and issues were noted and were informed to our guide later.
Secondary Data:
Secondary data is the annual report of the company and the official.
Research Objective:

 To study about the four wheelers.

 To study about the AIRTEL products.
 To know about the brand image of AIRTEL.

 To know the performance level of AIRTEL products.

 To know about why the customer like this Network.
 Are they happy with the service?
 To know about what customer needs and what the company is providing.
 SAMPLING
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 cars.
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.
2.2 JOURNALS/ARTICLES

ARTICLE: 1

TITLE : The New Branding: Five Tips For Creating Shareable Brand Experiences

AUTHOR: Peter Beck

SOURCE: www.theveninsigst.com

YEAR: 2016

JOURNAL: International Journal of Business and Social Science vol.4,5 May

ABSTRACT: In essence, a brand identifies the seller or maker. It can be a name,

trademark, logo or other symbol. Under trademark law, the seller is granted exclusive rights

to the use of the brand name in perpetuity. Brands differ from other assets such as patents and

copyrights, which have expiration dates. A brand is essentially a seller’s promise to deliver a

specific set of features, benefits and services consistently to the buyers. The best brands

convey a warranty of quality. But a brand is an even more complex symbol. It can convey up

to six levels of meaning. A brand brings to mind certain attributes. By its well built, well

engineered, expensive, durable, high-prestige automobiles.

ARTICLE: 2

TITLE: Brand synthesis: The Multidimensionality of Brand Knowledge.

AUTHOR: Kevin Lane Killer.

SOURCE: Global conference

YEAR: 2016

JOURNAL: European journal of business and management

ABSTRACT: If a company treats a brand only as a name, it misses the point. The

branding challenge is to develop the deep set of positive associations for the brand. Marketers

must decide at which levels to anchor the brand identity. Promoting the brand only on one

benefit can also be risky. Suppose Mercedes touts its main benefit as “high performance”,

then several competitive brands emerge with high or higher performance. Or suppose the bike

buyers start placing less importance on high performance as compared to other benefits. The

most enduring meanings of a brand are its values, culture and personality. The Mercedes

stands for high technology, performance and success. Mercedes must project this in its brand

strategy. Mercedes must resist marketing an inexpensive bike bearing the name; doing so

would dilute the value and personality Mercedes has built up over the years.Brands vary in

the amount of power and value they have in the market place. At one extreme are brands that

are not known by most buyers.

ARTICLE: 3

TITLE: A model of brand awareness and brand attitude advertising strategies.

AUTHOR: Larry Percy & John R. Rossiter.

SOURCE: www.managmentstudyguide.com

YEAR: 2001

JOURNAL: building customer based brand equity

ABSTRACT:The world’s 10 most valuable brands in 1997 in rank order were coca-cola,

Marlboro, IBM, McDonald’s, Disney, Sony, Kodak, Intel, Gillette and Budweiser High brand

equity provides a number of competitive advantages: The Company will enjoy reduced

marketing costs because of consumer brand awareness and loyalty. The Company will have

more trade leverage in bargaining with distributors and retailers because customers expect

them to bike the brand. The Company can charge a higher price than its competitors because

the brand has higher perceived quality. The Company can more easily launch extensions

because the brand name bike high credibility. The brand offers the company some defense

against price competition.

.
ARTICLE: 4

TITLE: Brand name for its products.

AUTHOR: K Hutter

SOURCE: www.theveninsigst.com

YEAR: 2002

JOURNAL: Journal of marketing and consumer research

ABSTRACT: Today branding is such a strong force that hardly anything goes unbranded.

In some cases, there has been a return to “ no branding” of certain staple consumer goods and

pharmaceuticals. Generics are unbranded, plainly packaged, less expensive versions of

common products such as spaghetti, paper towels and canned peaches. They offer standard or

lower quality at a price that may be as much as 20% to 40% lower than nationally advertised

brands and 10% to 20% lower than retail private label brands. The lower price is made

possible by lower quality ingredients, lower cost labeling and packaging and minimal

advertising
ARTICLE: 5

TITLE: A major advantage of an individual names strategy

AUTHOR: J. Hauts

SOURCE: www.managmentstudyguide.com

YEAR: 2018

JOURNAL: Manufacturer and service companies who brand their products must choose

which brand names to use

ABSTRACT: A major advantage of an individual names strategy is that the Company

does not tie its reputation to the product. If the product fails or appears to have low quality,

the company’s name or image is not hurt. The strategy permits the firm to search for the best

name for each new product. A blanket family name also had advantage. Development cost is

less because there is no need for “name” research or heavy advertising expenditure to create

brand name recognition. Furthermore, sales of the new product are likely to the strong if the

manufacturers name is good. Where a company produces quite different products, it is not

desirable to use one blanket family name. Companies often invent different family names for

different quality lines within the same product class. Some manufacturers tie their company

name to an individual brand name for each product. Once a company decides on its brand

name strategy, it faces the task of choosing a specific brand name. The company could

choose the name of a person, location, quality, life style or an artificial name.
BIBLIOGRAPHY

BOOKS:

 Phillip Kotler, 2009 Marketing Mgmt, T.M.H, New Delhi (11TH Edition).

 Schiffman & Kanuk, 1997, Consumer behavior, PHI (6TH Edition).

 Levin & Kirpatric, Quantitative Techniques For M.B.A, Tata McGraw Hill-1996.

JOURNALS:

 Conlon, K.C., Lugli, E., Welles, H.C., Rosenberg, S.A., Fojo, A.T., Morris, J.C.,

Fleisher, T.A., Dubois, S.P., Perera, L.P., Stewart, D.M. and Goldman, C.K., 2015.

Redistribution, hyperproliferation, activation of natural killer cells and CD8 T cells,

and cytokine production during first-in-human clinical trial of recombinant human

interleukin-15 in patients with cancer. Journal of clinical oncology, 33(1), p.74.

 Rottmann, M., McNamara, C., Yeung, B.K., Lee, M.C., Zou, B., Russell, B., Seitz, P.,

Plouffe, D.M., Dharia, N.V., Tan, J. and Cohen, S.B., 2010. Spiroindolones, a potent

compound class for the treatment of malaria. science, 329(5996), pp.1175-1180.

 Rossiter, J.R. and Percy, L., 1987. Advertising and promotion management. McGraw-

Hill Book Company.Sarvary, Miklos and Philip parker (1997),”marketing

information: a competitive analysis”, marketing science, 16(winter), 24-38.

 Umlauf, L., Burchard, H. and Hutter, K., 2003. Extending the k–ω turbulence model

towards oceanic applications. Ocean Modelling, 5(3), pp.195-218.

NEWS PAPERS:

 The Hindu.

 Times of India.

 Business Line.
WEBSITES:

 https://www.uxmatters.com

 https://www.quora.com

 https://www.business.gov.au