Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

PART-B
CHAPTER-1a
TITLE OF THE STUDY
BRAND BUILDING - EMPLOYEES PERSPECTIVE AT IFB AUTOMOTIVE PVT LTD, BANGALORE

Introduction
Many business marketing managers think that branding is not relevant to B2B markets. They argue that industrial products do not need branding as it adds little value to functional products and those customers knew a great deal about their products as well their competitors products. Developing a brand image and standing with a view to creating long term benefits for brand elements and brand value. Building Brand image strengthens an existing (or new) product/corporate identity. The project is undertaken to find how the brand IFB is been placed in the mind set of in-house employees. The company is majorly facing problem in not creating a value for its brand. The brand image of the company is not much effective in corporate identity. even employees plays a major role in building the brand image of the company and the extent role and the way of participation of the employees towards brand building has been studied. The study mainly aims in understanding the perception of employees towards the brand IFB. After getting the response from the targeted respondents proper findings and suggestions has been given in improving and building brand image of the company IFB. The project has been presented in four chapters. where Chapter 1.a gives a brief Introduction of the study comprising of Statement of the Problem, Objective, Scope, Methodology and the Limitations of the study, Chapter 1.b comprises of the data Analysis and interpretation, Chapter 1.c. gives the summary of findings and suggestions and Chapter 1.d gives the summary of and conclusion.

GCEM, Department of Management Studies

Page 38

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

1.a.1 STATEMENT OF THE PROBLEM

In todays globalize world where there is a cut throat competition in a B2B sector there a huge opportunity to grow in the market. Since many B2B companies do not concentrate in the advertising their company and feel it is not required, but branding of the company or its products plays an important role in building the reputation and image of the company. Since the company is interested in knowing the employees perception towards branding and they are not very much concentrating on branding their company or brand name and want to know about the effectiveness of building brand image and how to sustain the brand image, thus the present study is an attempt to address the areas mentioned above.

1. a.2 OBJECTIVES OF THE STUDY

1. To understand employees perception towards Brand IFB 2. To identify the differentiating factor which enhances the Brand Image. 3. To identify the suitable medium/source to improve the Brand Image IFB. 4. To give suggestions on the bases of the findings.

1.a.3 SCOPE OF THE STUDY

The study has been conducted for building Brand image at IFB AUTOMOTIVE PVT LTD. The project will accommodate in-depth study of strategies to improve brand performance and gives the best possible suggestions as solutions to the problems faced by the company to build brand image. The study was conducted to know the problems related to Brand and brand image, across Bangalore. The study was done for the period of 10 weeks and major techniques used in the research was simple arithmetic calculations like averages, percentages, charts, graphs etc. This study will help to understand employees perception in Building Brand Image.

GCEM, Department of Management Studies

Page 39

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

1.a.4 RESEARCH METHODOLOGY

Research methodology is systematic method to solve the research problem. It is necessary to the researcher to know methodology of research conducted. The research methodology describes the method of data collection, sample size and sampling procedures and so on. Research Design The survey was conducted in IFB Automotive pvt, Bangalore and a total of 50 responses were collected from the targeted respondents. Research Type Descriptive research is conducted to arrive at certain fact findings. The questionnaire and direct interview method are used to collect relevant information. The research instruments used for the survey were structured questionnaires and direct interview. SAMPLING Sampling Process A structured questionnaire was framed based on the objectives and it was administered to the employees of IFB Automotive pvt ltd, Bangalore. Primary data was collected by administering to 75 respondents and 50 valid questionnaires were selected. The employees are selected for the study based on convenience sampling technique for the study. The data was collected through the structured questionnaire and was analyzed and interpreted using quantitative techniques. Sampling Technique In this research, technique which is used for the collection of data is Convenience Sampling under non-probability sampling technique.

GCEM, Department of Management Studies

Page 40

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

Sampling size This refers to the number of items to be selected. It should be neither excessively large nor too small, it should be optimum. The optimum sample is one which fulfills the requirement of efficiency, representatives, reliability and flexibility. The sample size was taken as 50. Sampling Unit The sampling unit for the study is employees of IFB Automotive Pvt ltd, Bangalore. Tools for Data Analysis Tools for data analysis include simple arithmetic calculations like averages, percentages, charts, graphs etc. Sources of Data Primary Data: The employees, customers and suppliers of IFB AUTOMOTIVE PVT LTD were the major sources of information for the primary data. The primary data was collected through : Questionnaire. Secondary data: The secondary data was collected by studying various books, journals, general library research sources, and trade journals. Other information regarding the company was taken from the Internet, annual reports and other records maintained by the company. It includes documentary data, survey based data and those compiled from multiple sources. The above-received data (primary and secondary) forms the basis for entire analysis.

GCEM, Department of Management Studies

Page 41

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

1. a.5 LIMITATIONS OF THE STUDY

The area of study is confined to IFB Automotive pvt ltd and thus it cannot be generalized for all. This study is limited to the information gathered through the interviews and discussions with the employees. The major limitation was that many of the respondents were reluctant and gave multiple answers. Secondary data is taken from annual report and brochure of the company and internet which cannot be fully relied upon. Some of the respondents may be biased or influenced by some other factors. The results may be biased as convenience sampling is used.

GCEM, Department of Management Studies

Page 42

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

CHAPTER 1.b DATA ANALYSIS AND INTERPRETATION

Analyzing the data is an important step in the research process. It helps in revealing important facts about response given by respondents and provides facts to support your plans and helps to analyze and infer about respondents, and guides towards better decisions. TABLE 1.b.1: Showing profile of respondents based on gender. Gender No of respondents Percentage Male 48 96% Female 2 4% Total 50 100% GRAPH 1.b.1: Showing profile of respondents based on gender. Sl. No 1 2

Profile of Customers

Analysis The above table & graph has been designed to know the number of respondents in the company based on the gender. This table reveals that 96% of the respondents are male and remaining 4% are female. Inference From the above table & graph we can infer that IFB is Male dominated company.

GCEM, Department of Management Studies

Page 43

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.2: Showing respondents understanding on what IFB stands for.

Sl. No 1. 2. 3. 4.

Particulars International Fine Blanking Indian Fine Blanking International federation of business Indian fine business Total

No of respondents 0 50 0 0 50

Percentage 0% 100% 0% 0% 100%

GRAPH 1.b.2: Showing respondents understanding on what IFB stands for. Employees Understanding

Analysis The above table & graph has been designed to know the respondents understanding on what IFB stands for. This table reveals that 100% of the respondents know the abbreviation of brand IFB Inference From the above table & graph we can infer that the entire respondent know the abbreviation for IFB i.e., Indian Fine Blanking.

GCEM, Department of Management Studies

Page 44

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.3: Showing respondents opinion about current branding at IFB.

Sl. No 1. 2. 3. 4.

Opinion Very good Good Average Poor Total

No of respondents 11 30 9 0 50

Percentage 22% 60% 18% 0% 100%

GRAPH 1.b.3: Showing respondents opinion about current branding at IFB.

Analysis The above table & graph has been designed to know the opinion about current branding at IFB. This table reveals that 22% of the respondents said branding at IFB is very good, 60% said it is good, 18% respondents said branding needs to be improved. Inference From the above table & graph we can infer that 60% respondents feel branding is good at IFB.

GCEM, Department of Management Studies

Page 45

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.4: Showing respondents first company in mind when talked about seating systems. Sl. No 1. 2. 3. 4. Company Swaraj IFB Haworth Faurecia Total No of respondents 6 30 0 14 50 Percentage 12% 60% 0% 28% 100%

GRAPH 1.b.4: Showing respondents first company in mind when talked about seating systems.

Analysis The above table & graph has been designed to know respondents first company in mind when talked about seating systems. This table reveals that 60% of the respondents said IFB is the first company that comes to mind when talked about seating systems. 28% respondents agreed that Faurecia comes to their mind first and 12% respondents said Swaraj comes to their mind first when talked about seating systems. Inference From the table & graph above we can infer that IFB has a fair chance of being on the 60% of the respondents mind.

GCEM, Department of Management Studies

Page 46

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.5: Showing the brand element associated with brand IFB

Sl. No 1. 2. 3. 4.

Particulars Just in time delivery Quality Price Technology Total

No of respondents 2 20 10 18 50

Percentage 4% 40% 20 36% 100%

GRAPH 1.b.5: Showing the brand element associated with brand IFB

Brand Element
4% 36% 40% Just in time delivery Quality Price Technology 20%

Analysis The above table & graph has been designed to know the brand element associated with brand IFB. This table reveals that 40% of the respondents said Quality is the brand element to be associated with brand IFB where as 36% said Technology, 20% said price is the brand element to be associated with brand and other 4% said JIT delivery. Inference From the table & graph above we can infer that quality and technology are IFBs strengths.

GCEM, Department of Management Studies

Page 47

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.6: Showing respondents opinion on how brand IFB is positioned

Sl. No 1. 2. 3. 4.

Opinion Very good Good Average Poor Total

No of respondents 12 32 6 0 50

Percentage 24% 64% 12% 0% 100%

GRAPH 1.b.6: Showing respondents opinion on how brand IFB is positioned

Opinion about Brand IFB

70 60 50 40 30 20 10 0 Very good Good Average Poor

Analysis The above table & graph has been designed to know the respondents opinion on how brand IFB is positioned. This table reveals that 64% of the respondents said brand IFB positioning is good, 24% said it is good and 12% respondents said brand position needs to be improved. Inference From the above graph shows that 64% respondents feel brand positioning is good at IFB.

GCEM, Department of Management Studies

Page 48

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b. 7: Showing respondents rating on IFB brand image compared to its closest competitors Sl. No 1. 2. 3. 4. Rating Very good Good Average Poor Total No of respondents 4 34 12 0 50 Percentage 8% 68% 24% 0% 100%

GRAPH 1.b.7: Showing respondents rating on IFB brand image compared to its closest competitors
Rating on brand Image of IFB

Analysis The above graph has been designed to know the respondentsrating on IFB brand image compared to its closest competitors. This table reveals that 68% of the respondents said IFB brand image is good compared to its closest competitors. 8% of the respondents said IFB brand image is very good than its competitors and 24% respondents said IFB brand image is average compared to its closest competitors. Inference From the above graph shows that 24% respondents feel brand image of IFB needs improvements.

GCEM, Department of Management Studies

Page 49

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.8: Showing respondents satisfaction with the current brand image of IFB Sl. No 1. 2. Particulars Yes No Total No of respondents 16 34 50 Percentage 32% 68% 100%

GRAPH 1.b.8: Showing respondents satisfaction with the current brand image of IFB Satisfaction of Employees
80 60 40 20 0 1 2 Yes No Yes No

Analysis The above graph has been designed to know respondents satisfaction with the current brand image of IFB. This table reveals that only 32% of the respondents are satisfied with the brand image of IFB and the rest 68% are not satisfied with the brand image of IFB. As we can see from the graph that 68% are not satisfied with the brand image of IFB. Inference From the graph we can infer that IFBs brand image is not satisfactory and measures have to be taken to improve the brand image of IFB.

GCEM, Department of Management Studies

Page 50

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.9: Showing area that needs improvement for enhancing the brand IFB Sl. No 1. 2. 3. 4. 5. 6. Area Operations Marketing Quality Technology Communications Systems Total No of respondents 6 15 10 11 7 1 50 Percentage 12% 30% 20% 22% 14% 2% 100%

GRAPH 1.b.9: Showing area that needs improvement for enhancing the brand IFB

Analysis The above graph has been designed to show thearea that needs improvement for enhancing the brand IFB. This table reveals that 30% of the respondents said the area that needs improvement is marketing, 22% said Technology, 20% said Quality, 14% said Communications, 12% said Operations and the other 2% said Systems need to be improved. Inference From the graph above we can infer that marketing in IFB is the area that needs improvement to enhance the brand image of IFB.

GCEM, Department of Management Studies

Page 51

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.10: Showing the suitable medium to improve the brand image at IFB Sl. No 1. 2. 3. 4. 5. Medium Corporate Ads in TV Articles in newspapers Participating in Auto shows Social Responsibility Websites Total No of respondents 22 10 9 4 5 50 Percentage 44% 20% 18% 8% 10% 100%

GRAPH 1.b.10: Showing the suitable medium to improve the brand image at IFB

Analysis The above graph has been designed to show the suitable medium to improve the brand image at IFB. This table reveals that 44% of the respondents say corporate ads in TV must be given, 20% say articles about IFB must be given in newspapers, 18% say participating in auto shows is the suitable medium to enhance brand image, 10% say website is a good medium and the rest 8% say social responsibility is the best medium to enhance brand image at IFB. Inference From the graph above we can infer that corporate ads in TV can fairly improve the brand image at IFB.

GCEM, Department of Management Studies

Page 52

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.11: Showing the ranks of companies based on the brand name when compared to IFB Automotive Pvt Ltd. Sl. No 1. 2. 3. 4. 5. Companies Swaraj Faurecia IFB IEPL Imasen Rank 5 1 2 3 4 Percentage 20% 100% 80% 60% 40%

GRAPH 1.b.11: Showing the ranks of companies based on the brand name when compared to IFB Automotive Pvt Ltd.

Ranks
IV

Swaraj Faurecia III I IFB IEPL Imasen

II

Analysis The above graph has been designed toshowthe ranks of companies based on the brand name when compared to IFB Automotive Pvt Ltd. This table reveals that major respondents has given opinion as ranking as faurecia as 1st, 2nd as IFB Automotive Pvt Ltd, 3rd as IEPL, 4th as Imasen and 5th rank as Swaraj. Inference From the graph above we can infer that the brand name of Fauresia is more that compared to IFB Automotive Pvt Ltd.

GCEM, Department of Management Studies

Page 53

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.12: Showing the differentiating factor from competitor which enhances the brand image. Sl. no 1. 2. 3. 4. Factor Quality and reliability Technology Pricing Commitment Total No of respondents 24 12 6 8 50 Percentage 48% 24% 12% 16% 100%

GRAPH 1.b.12: Showing the differentiating factor from competitor which enhances the brand image.
48%

Differentiating Factor
Quality and reliability Technology Pricing 24% Commitment 16% 12%

Analysis The above graph has been designed toshowthe differentiating factor from competitor which enhances the brand image. This table reveals that 48% of the respondents say Quality and reliability is one factor, 24% say Factor as technology, 12% say it should be pricing, 16% say the differentiating factor is commitment. Inference From the graph above we can infer that Quality and reliability can fairly improve the brand image at IFB Automotive Pvt Ltd.

GCEM, Department of Management Studies

Page 54

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.13: Showing the role of employees for sustaining and improving the brand IFB. Sl. no 1. 2. 3. 4. 5. Particulars Communicate effectively Taking part in the various conferences and seminars Conduct workshops Positive word of mouth Ontime production and delivery Total Respondents 26 6 2 4 12 50 Percentage 52% 12% 4% 8% 24% 100%

GRAPH 1.b.13: Showing the role of employees for sustaining and improving the brand IFB.
Communicate effectively 24% Taking part in the various conferences and seminars Conduct workshops Positive word of mouth 4% 12% 52% Ontime production and delivery

8%

Analysis The above graph has been designed toshowthe role of employees for sustaining and improving the brand IFB. This table reveals that 52% of the respondents for sustaining and improving the brand the employees should Communicate effectively, 12% says the company should take part in the various conferences and seminars, 4% says should conduct workshops,8% says there should be positive word of mouth towards IFB, and 24% of respondents says there should be on time production and delivery. Inference From the graph above we can infer that communicating effectively can fairly improve the brand IFB.

GCEM, Department of Management Studies

Page 55

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.14: Showing the satisfactory level of the customers based on the services provided at IFB Automotive Pvt Ltd. Sl. No 1. 2. 3. 4. Level Very good Good Average Poor Total No of respondents 4 32 14 0 50 Percentage 8% 64% 28% 0% 100%

GRAPH 1.b.14: Showing the satisfactory level of the customers based on the services provided at IFB AUTOMOTIVE PVT LTD.

64%

Customer Satisfactory level

Very good Good 28% Average Poor 8% 0%

Inferation The above graph has been designed to know the satisfactory level of the customers based on the services provided at IFB Automotive Pvt Ltd. This table reveals that 8% of the respondents said Customer satisfaction level is very good, 64% of the respondents Customer satisfaction level is good and 28% respondents said Customer satisfaction level is average Inference From the above graph we can infer that respondents feel the services provided to the customers needs improvements in satisfying the customers.

GCEM, Department of Management Studies

Page 56

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.15: Showing the based on services provided will the customers approach again for solutions at IFB Automotive Pvt Ltd. Sl. No 1. 2. 3. 4. Particulars Will definitely approach May approach May not approach Will not approach Total No of respondents 24 22 4 0 50 Percentage 48% 44% 8% 0% 100%

GRAPH 1.b.15: Showing the based on services provided will the customers approach again for solutions at IFB Automotive Pvt Ltd.

Customer Approach
8% 0%

48% 44% Will definitely approach May approach

Analysis The above graph has been designed to know based on services provided will the customers approach again for solutions at IFB Automotive Pvt Ltd. This table reveals that 48% of the respondents said based on the services provided the customers will definitely approach the company again, 44% of the respondents said the customers may approach them, 8% respondents said the customers may not approach them again. Inference From the above graph we can infer that respondents feel the services provided to the customers needs little improvements if the customer wants to approach them again for any solutions.

GCEM, Department of Management Studies

Page 57

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

The opinion of the employees towards the following attributes for the brand performance at IFB AUTOMOTIVE PVT LTD. TABLE 1.b.16 (A) : Showing the opinion of the employees towards Product Quality for brand performance at IFB AUTOMOTIVE PVT LTD.

Sl. No 1. 2. 3. 4.

Level Very good Good Average Poor Total

No of respondents 4 32 14 0 50

Percentage 8% 64% 28% 0% 100%

GRAPH 1.b.16 (A): Showing the opinion of the employees towards Product Quality for brand performance at IFB AUTOMOTIVE PVT LTD.

PRODUCT QUALITY
28% 0% 8% Very good Good Average Poor

64%

Analysis The above graph has been designed to knowthe opinion of the employees towards Product Quality for brand performance at IFB AUTOMOTIVE PVT LTD. This table reveals that 8% of the respondents said the opinion of the employees towards the product quality for brand performance as yes, 64% say good, 28% say average. Inference From the above graph we can infer that respondents feel that product quality is comparatively good.

GCEM, Department of Management Studies

Page 58

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.16(B) : Showing the opinion of the employees towards Reliability for brand performance at IFB AUTOMOTIVE PVT LTD. Sl. No 1. 2. 3. 4. Level Very good Good Average Poor Total No of respondents 6 24 15 5 50 Percentage 12% 48% 30% 10% 100%

GRAPH 1.b.16(B): Showing the opinion of the employees towards Reliability for brand performance at IFB AUTOMOTIVE PVT LTD.

RELIABILITY
10% 30% 12% Very good Good Average Poor 48%

Analysis The above graph has been designed to knowthe opinion of the employees towards Product Quality for brand performance at IFB AUTOMOTIVE PVT LTD. This table reveals that 12% of the respondents said the opinion of the employees towards the reliability for brand performance as yes, 48% say good, 30% say average, 10% say poor. Inference From the above graph we can infer that respondents feel that reliability is not much good.

GCEM, Department of Management Studies

Page 59

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.16(C) : Showing the opinion of the employees towards Service efficiency and effectiveness for brand performance at IFB AUTOMOTIVE PVT LTD. Sl. No 1. 2. 3. 4. Level Very good Good Average Poor Total No of respondents 4 12 30 4 50 Percentage 8% 24% 60% 8% 100%

GRAPH 1.b.16(C): Showing the opinion of the employees towards Service efficiency and effectiveness at IFB AUTOMOTIVE PVT LTD.

SERVICE EFFICENCY & EFFECTIVENESS

8% 8% Very good 24% Good Average Poor

60%

Analysis The above graph has been designed to knowthe opinion of the employees towards Product Quality for brand performance at IFB AUTOMOTIVE PVT LTD. This table reveals that 8% of the respondents said the opinion of the employees towards the product quality for brand performance as yes, 24% say good, 60% say average, 8% say poor. Inference From the above graph we can infer that respondents feel that reliability is not much important in brand performance.

GCEM, Department of Management Studies

Page 60

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.16(D) : Showing the opinion of the employees towards Empathy for brand performance at IFB AUTOMOTIVE PVT LTD.

Sl. No 1. 2. 3. 4.

Level Very good Good Average Poor Total

No of respondents 5 20 24 1 50

Percentage 10% 40% 48% 2% 100%

GRAPH 1.b.16 (D): Showing the opinion of the employees towards Empathy for brand performance at IFB AUTOMOTIVE PVT LTD.

EMPATHY
2% 10% Very good Good 48% Average Poor 40%

Analysis The above graph has been designed to knowthe opinion of the employees towards Product Quality for brand performance at IFB AUTOMOTIVE PVT LTD. This table reveals that 10% of the respondents said the opinion of the employees towards the product quality for brand performance as yes, 40% say good, 48% say average, 2% say poor. Inference From the above graph we can infer that respondents feel that empathy is comparatively good, and not much important.

GCEM, Department of Management Studies

Page 61

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

TABLE 1.b.16(E) : Showing the opinion of the employees towards Price for brand performance at IFB AUTOMOTIVE PVT LTD.

Sl. No 1. 2. 3. 4.

Level Very good Good Average Poor Total

No of respondents 2 26 20 2 50

Percentage 4% 52% 40% 4% 100%

GRAPH 1.b.16(E): Showing the opinion of the employees towards Price for brand performance at IFB AUTOMOTIVE PVT LTD.

PRICE
4% 4% Very good 40% Good Average Poor 52%

Analysis The above graph has been designed to knowthe opinion of the employees towards Product Quality for brand performance at IFB AUTOMOTIVE PVT LTD. This table reveals that 4% of the respondents said the opinion of the employees towards the product quality for brand performance as yes, 52% say good, 40% say average, 4% say poor. Inference From the above graph we can infer that respondents feel that price also plays an important role in brand performance.

GCEM, Department of Management Studies

Page 62

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

CHAPTER-1.c FINDINGS, SUGGESTIONS &RECOMMENDATIONS

GENERAL FINDINGS
Out of 50 respondents, 100% were aware that IFB stands for Indian Fine Blanking. Majority of the respondents in IFB are Male, so IFB is Male Dominant company. 52% respondents feel that the role of employees for sustaining and improving the brand IFB is communicating effectively. Majority of the respondents feel that their customers are satisfied based on the services provided at IFB AUTOMOTIVE PVT LTD. 48% respondents felt that based on services provided the customers will approach IFB AUTOMOTIVE PVT LTD again for solutions.

FINDINGS BASED ON OBJECTIVES

Objective 1: To understand employees perception towards Brand IFB 60% respondents felt current branding is good at IFB. 60% respondents expressed that IFB comes to the mind when they talk about seating systems. 40% respondents felt that quality is the major brand element associated with brand IFB. Majority of the respondents felt brand positioning of IFB AUTOMOTIVE PVT LTD is good. 68% respondents said IFB brand image compared to its closest competitors is good. Majority of the respondents are satisfied with the current brand image of IFB AUTOMOTIVE PVT LTD.

GCEM, Department of Management Studies

Page 63

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

Objective 2: To identify the differentiating factor which enhances the Brand Image. 30% respondents feel that Marketing is the area that needs improvement for enhancing the brand IFB. 48% respondents say that the differentiating factor from the competitor which enhances the brand image of IFB is Quality and Reliability.

Objective 3: To identify the suitable medium/source to improve the Brand Image IFB. 44% respondents opinion on the suitable medium to improve the brand image at IFB is Corporate Advertisements.

GCEM, Department of Management Studies

Page 64

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

SUGGESTION AND RECOMMENDATIONS

From the above findings it is been suggested to the company that: a) The organization can participate in auto shows and give corporate advertisements in trade magazines which help in enhancing the brand IFB and also more number of customers can be attracted. b) The employees must be given Training on branding and Building Brand Image which increases the knowledge of employees and also helps in building the brand image. c) Since, the marketing activities of IFB Automotive are less compare to other branches of IFB. In order to gain competitive advantage and more market share it is very essential to increase marketing activities of IFB Automotive which enhances the brand IFB. d) The present auto component industrys competition is high due to often up gradation in the technology and innovative products, so the company should concentrate more on innovative designs in order to sustain in the market for longer period. e) The organization has to conduct workshops, conferences and seminars which help in improving the brand image of the company. f) This research help for the future researchers as a secondary data and it can also be used as in studying the brand building strategies for clients suppliers perspective.

GCEM, Department of Management Studies

Page 65

Brand Building - Employees Perspective At IFB Automotive Pvt Ltd

CHAPTER-1.d CONCLUSION

IFB Automotive private limited is one of the leading companies in automotive industry market. IFB has created a unique identity in the market and it is known for quality products, technology and designing. IFB main concern is customers safety and comfort. From the above findings it is inferred, Building Brand Image is one of the most important areas which play a major role in reaching success. The success and failure of any organization depends on the awareness of their products and company in the minds of the customer. Auto shows and corporate advertisements in television enhance the brand image of IFB, since television makes a major impact of brand awareness. IFB AUTOMOTIVE PVT LTD is providing solutions to major automotive companies but due to weak marketing activities, many are not aware of the automotive company. The fact is that Swaraj is the major competitor of IFB AUTOMOTIVE PVT LTD. Due to this, Building Brand image can be more effective by adopting various techniques and by framing and executing various strategies that is mentioned in the suggestions.

GCEM, Department of Management Studies

Page 66