Brand Image

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.

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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

E-mail

[email protected]

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.

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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

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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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