Vaishnav I

A
Synopsis
ON
“BRAND IMAGE”
AT
“BHARTI AIRTEL LIMITED”
Submitted in partial fulfillment of the requirement for the award of
the degree of
"MASTER OF BUSINESS ADMINISTRATION",
BY
NEMIVANT VAISHNAVI
Roll No: 1251-21-672-194
Under the guidance of

----------------------------
Wesley Post Graduate College

(Affiliated to Osmania University)
SECUNDERABAD, Hyderabad.
2021-2023
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.
STATEMENT OF THE PROBLEM
In the emerging knowledge based economy it has become necessary to know

how much market power lies with the brand name. The study of brand awareness is
essential in marketing planning. Customer needs and preferences keep changing
where brands ultimately command customer’s loyalty.
The realistic side of the problem is to know the acceptance level of the brand
awareness towards the product. This study will help us to understand the brand
awareness and what problems are being faced by the consumers, to which
appropriate measures to be taken to solve the problems.
This project has mainly been taken up to understand the brand awareness,
buying motives to ensure the “Brand image towards AirTel” apart from this, it is to
understand the new opportunities in the market for the improvement of brand
awareness and sales towards the products
NEED & IMPORTANCE OF STUDY

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.
SCOPE OF STUDY
 The study plays a very important role in market research. It also helps to understand
and identify the human action towards brand.
 The information thus gathered by conducting a systematic market research would help
to finding out the brand image of the consumers.
 This study was mainly focused towards people of Hyderabad who belong to different
age group and reside in different localities, in order to find out their preference given
to particular brand.
OBJECTIVES OF THE STUDY
 To identify the consumer needs.

 To know the brand image AirTel.
 To measure the brand image towards AirTel.
 To know the consumer attitude and demand towards the brand AirTel.
 To find opinion about brand and service provided by AirTel.
 To find the effectiveness of advertisement in developing the brand AirTel.
 To know the consumers reaction towards brand AirTel in respect of price, offers-
schemes etc…
RESEARCH METHODOLOGY
Data is the information collected from various sources. It is concerned with gather
accurate and proper knowledge about the problem that is in hand. Formally there are 2 types
of gathering information namely primary data and secondary data.
Data collection mode: Two methods have been used to collect the relevant data, which are
essential for the study, they are:
Primary Data: data is collected to obtain desired information through structured

questionnaire.
Secondary Data: it is compiled through books, magazines, newspapers and internet etc…
Sampling plan:
A small selection of the large group which is taken for interviewing is called
sampling. A sample is taken representative and adequate which gives proper information.
In order to study “brand image towards AirTel” the following sampling plan was adopted.
Sample size:
A sample size of hundred was taken in order to carry the study.
Sampling unit:
For this survey the target population consisted of people residing in various localities
of Hyderabad between the age group 20-70 who are the users of AirTel. Instrument of data
collection is questionnaire.
Sampling technique:
A simple random technique was adopted to select the representative sample from the
sampling unit.
Tools for data collection
Data for this study is collected from both primary and secondary data.
The primary data is collected through a structured questionnaire which was prepared to
interview the respondents.
The secondary data was collected through discussion with officials of the company to
get general information, data was also collected from newspapers, books, magazines,
company records and internet etc…
LIMITATIONS OF THE STUDY

 The time given for the completion of the project was limited.
 The survey was restricted to Hyderabad and Secunderabad only.
 They may be few opinions which might have been missed out.

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A

Under the guidance of

Wesley Post Graduate College

In the emerging knowledge based economy it has become necessary to know

NEED & IMPORTANCE OF STUDY

and identify the human action towards brand.

to finding out the brand image of the consumers.

 To identify the consumer needs.

Primary Data: data is collected to obtain desired information through structured

LIMITATIONS OF THE STUDY

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