A study on Employees Role in Building Brand Image at IFB Apl INDUSTRY PROFILE The Automobile industry in India is one of the largest in the world and one of the fastest growing globally. India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 3.7 million units in 2010. According to recent reports, India is set to overtake Brazil to become the sixth largest passenger vehicle producer in the world, growing 16-18 per cent to sell around three million units in the course of 2011-12. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand. As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second fastest growing automobile market in the world. According to the Society of Indian Automobile Manufacturers, annual vehicle sales are projected to increase to 5 million by 2015 and more than 9 million by 2020. By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads. The Indian Automobile Industry manufactures over 11 million vehicles and exports about 1.5 million each year. GCEM, Department of Management Studies Page 1
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A study on Employees Role in Building Brand Image at IFB Apl
INDUSTRY PROFILE
The Automobile industry in India is one of the largest in the world and one of
the fastest growing globally. India's passenger car and commercial vehicle
manufacturing industry is the seventh largest in the world, with an annual production of
more than 3.7 million units in 2010. According to recent reports, India is set to overtake
Brazil to become the sixth largest passenger vehicle producer in the world, growing 16-
18 per cent to sell around three million units in the course of 2011-12. In 2009, India
emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea,
and Thailand.
As of 2010, India is home to 40 million passenger vehicles. More than 3.7
million automotive vehicles were produced in India in 2010 (an increase of 33.9%),
making the country the second fastest growing automobile market in the world.
According to the Society of Indian Automobile Manufacturers, annual vehicle sales are
projected to increase to 5 million by 2015 and more than 9 million by 2020. By 2050,
the country is expected to top the world in car volumes with approximately 611 million
vehicles on the nation's roads.
The Indian Automobile Industry manufactures over 11 million vehicles and
exports about 1.5 million each year. The dominant products of the industry are two
wheelers with a market share of over 75% and passenger cars with a market share of
about 16% Commercial vehicles and three wheelers share about 9% of the market
between them. About 91% of the vehicles sold are used by households and only about
9% for commercial purposes. The industry has a turnover of more than USD $35
billion and provides direct and indirect employment to over 13 million people.
The supply chain is similar to the supply chain of the automotive industry in
Europe and America. The majority of India's car manufacturing industry is based
around three clusters in the south, west and north. The southern cluster near Chennai is
the biggest with 35% of the revenue share. The western hub near Maharashtra is 33%
of the market. The northern cluster is primarily Haryana with 32%. Chennai, is also
referred to as the "Detroit of India" with the India operations of Ford, Hyundai, Renault
A study on Employees Role in Building Brand Image at IFB Apl
h. Infrastructural Facilities
The management has provided adequate infrastructure facilities to carry out
departmental and manufacturing activities, like.
Buildings
Machines and tools
Parking facilities
Computer and accessories, Stationeries, and Conference Rooms
Communication support
Cafeteria/Canteen
Medical Facility
Material Handling & Safety Equipments
Quality control Laboratory and Testing Equipmen
i. Achievement / Awards
1998 : ISO 9000
2000 : QS 9000
2003 : ISO 14001
2003 : TS 16949
2004 : 100 PPM
2006: Ford Q1
Design & Development award – Maruti Suzuki
Vendor performance award – Maruthi Suzuki.
Valued participation in “Suppliers Conference” in March 2011 Conducted at
Lear Automotive India Pvt ltd.
Valued participation in “Maruti Suzuki vendor conference” held on may 2011
at Singapore conducted by Maruti Suzuki india ltd.
GCEM, Department of Management Studies Page 16
IFB Sub Assembly
Packaging
Customer
Plating / CoatingIFB Final Assembly
Vendor
Raw MaterialSub-contract
IFB Automotive
Stores
A study on Employees Role in Building Brand Image at IFB Apl
J. Work Flow Model
GCEM, Department of Management Studies Page 17
A study on Employees Role in Building Brand Image at IFB Apl
k. Future Growth & Prospects
Following are the future plan of action
Product Range for next 3years (seating systems)
Power sliding mechanism
Head rest Tilting
Lumbar Support
Power Recliner Mechanism
Universal sliders - S2K10
High strength L2K9 Recliner
High strength Low cost recliner – L2K10
Heavy Duty ABTS Recliners
Rotary recliner
Rotary cum lever
Lumbar Support mechanisms
Head Rest Tilting mechanisms
Slouch mechanism
GCEM, Department of Management Studies Page 18
A study on Employees Role in Building Brand Image at IFB Apl
MC-KINSEY’S 7S MODEL
The 7-S framework was developed by the consultant at the Mckinsey Company,
a very well known management consistency firm in USA, towards the end of 1970’s to
diagnose the cause of organization problem and to formulate programs for
improvement the 7-S frame work.
The 7s model is a tool for managerial analysis and action that provides a
structure with which to consider a company as a whole so that the organization
problems may be diagnosed and strategy may be developed and implemented. The 7s’s
is a framework for analyzing organization and their effectiveness. It looks at the seven
key elements that make an organization successful or not.
GCEM, Department of Management Studies Page 19
VICE CHAIRMAN
CEO
HR SCM V.P & HEADSEATING SYSTEM
DOOR SYSTEMS
LATCHES IT
PGRM MGMT MANAGER
R & D MANAGER PROCESS ENGG & OPERATIONS
QUALITY D & D
Designers
Analyzers
Designers
Analyzers
Designers
Analyzers
Shift Supervisor
PPC
SQA
Testing
ProcessQA
Designers
Analyzers
Drafting
A study on Employees Role in Building Brand Image at IFB Apl
STRUCTURE:
The structure is the skeleton of the whole organizational edifice. It is built by
dividing the total task into smaller groups and creating coordination among the groups.
The structure here is mainly concentrated on seating systems because the major turn over
and the major part of the business carried is under seating division only so, the structure
is Functional structure based on Seating division at IFB APL.
GCEM, Department of Management Studies Page 20
A study on Employees Role in Building Brand Image at IFB Apl
A functional organization structure is where the employees are grouped
hierarchically, managed through clear line of authority and report to the one top person,
i.e., chairman or manager.
Department analysis
HR department
Human resource management at IFB Apl is one of the most important functions it
includes Resource Management Group and learning and development, also comprises of
various sub-functions that facilitates the identification and development of talent that
helps the organization meet its business objective.
The various functions are as follows:
Talent planning – includes functions like manpower planning, staffing, skill
mapping HR budgeting.
Training –aims at enhancing the skill. Also takes care of induction and pre
process trainings.
Compensation and benefits- envisages the compensation and benefits practices of
benchmarking, fitments, policies and guidelines.
Marketing department
Marketing department look after all the marketing activities like sales, distribution
and business development etc.
Functions
Order taker
Creating quotations
Answering the customer queries
Delivery of products in time
GCEM, Department of Management Studies Page 21
A study on Employees Role in Building Brand Image at IFB Apl
Finance department
The main purpose for any organization to exist is to have financial gains, thus
each activity of the organization should justify the cost attached to it. Finance is life
blood of any organization hence it becomes very important to manage the funds properly.
The finance department consists of diverse procedure for accounts related to personnel,
costing budgets, tax and credit, general accounts, bank and payroll, bill collection etc.
IFB Apl has a strong financial background and financial department manages and
controls the financial activities of the organization like,
Budget allocation
Salary distribution
Bill payment etc
Production department
Production department is one of the important functional area of IFB Apl. The
function of this department is,
Work process management: managing and controlling furniture manufacturing as
per the plan and schedule.
Inventory management: managing and controlling inventory
Design department
IFB Aplis known for best designing in the automotive products in attractive design. All the credit goes to designing department.
Functions
Designing auto products Creating innovative designs
R&D department
IFB Apl has research and development department which enables the company to identify the latest trends of the automotive products manufacturing industry.
GCEM, Department of Management Studies Page 22
A study on Employees Role in Building Brand Image at IFB Apl
Information technology department
IT Dept plays a major role in connecting the communication between customers, suppliers and in-house employees through email and internet.
Supply chain department
Supply chain refers to a business or organization attempting for supplying of goods or services in and out the company to accomplish the goals of the enterprise.
Functions are
Order placing for raw material Analyzing of suppliers
SKILL:
Skill is the character that one should posses to perform a given job. It includes
those characteristics company expects its members to have to perform the assigned job
effectively.
Key position Skills
HR Manager Involves motivating a large team of people with diverse occupations.
Time-management and scheduling skill.
Strong communication skills
Organizational Skill Management skill Analyzing skills of
employees needs. Maintaining the
employee’s records.Assistant Manager Working within a team
environment Numerical skills Flexibility positive attitude Able to work evenings
and weekend shifts
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A study on Employees Role in Building Brand Image at IFB Apl
Finance and accounts Accounting procedure Taxation Balance sheet analysis Some fare idea about
financial product Re-consolidation of
bank accounts Basic computer
knowledge in (tally and MS Excel
Auditing Complete knowledge
about accounts Tax laws Financial analysis Latest rules and
regulations Masters in finance
aspects
Should have a plan advertising
Marketing Should have plan for meeting people interacting with them Marketing the products
Able to convenience the customers.
Security Good health and
unblemished past record If x- service man
should have been discharged with exemplary character they should be prepare to work during nights also
The basic knowledge of control over fire accident.
GCEM, Department of Management Studies Page 24
A study on Employees Role in Building Brand Image at IFB Apl
Information technology They should know technical skills
They should have the capacity of handling h/w and s/w.
They should be having the capability of rectifying errors.
Employees Communication skills Problem solving skills Interpersonal skills Convincing skills Initiative and proactive
skills, Learning skills.
STYLE:
Style is the way in which key managers behave in achieving organizational goals,
that is the management style. It includes the dominant values, beliefs and norms which
develop over time and become relatively enduring features of the organizational life.
A study on Employees Role in Building Brand Image at IFB Apl
7.4 LIMITATIONS OF THE STUDY
The area of study is confined to IFB APL and thus it cannot be generalized for all.
The researcher was not able to meet the entire population. Since the sample is
small compared to the universe the researcher cannot generalize the results.
The views of respondents lacked some important information to be concluded
upon.
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 can’t be fully relied upon.
Some of the respondents may be biased or influenced by some other factors.
The results could be biased as judgment sampling is used.
The information collected from the respondents during the process of survey was
considered for analysis and there is likelihood of exaggerated response in some
cases.
GCEM, Department of Management Studies Page 40
A study on Employees Role in Building Brand Image at IFB Apl
8. ANALYSIS AND INTERPRETATION
TABLE 8.1: Table showing profile of respondents based on gender.
Sl. No Gender No of respondents Percentage1 Male 48 96%2 Female 2 4%
Total 50 100%
FIGURE 8.1: Graph showing profile of respondents based on gender.
Analysis
The above 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.
Interpretation
From the above graph we can interpret that IFB is Male dominated company.
GCEM, Department of Management Studies Page 41
Profile of Customers
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.2: Table showing respondents understanding on what IFB stands for.
Sl. No Particulars No of respondents Percentage1. International Fine
Blanking0 0%
2. Indian Fine Blanking 50 100%3. International
federation of business0 0%
4. Indian fine business 0 0%Total 50 100%
FIGURE 8.2: Graph showing respondents understanding on what IFB stands for.
Analysis
The above 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
Interpretation
From the above graph we can interpret that all the respondent know the abbreviation for
IFB ie., Indian Fine Blanking.
GCEM, Department of Management Studies Page 42
Employees Understanding
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.3: Table showing respondents opinion about current branding at IFB.
Sl. No Opinion No of respondents Percentage1. Very good 11 22%2. Good 30 60%3. Average 9 18%4. Poor 0 0%
Total 50 100%
FIGURE 8.3: Graph showing respondents opinion about current branding at IFB.
Analysis
The above 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.
Interpretation
From the above graph we can interpret that 60% respondents feel branding is good at
IFB.
GCEM, Department of Management Studies Page 43
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.4: Table showing respondents first company in mind when talked about seating systems.
Sl. no Company No of respondents Percentage1. Swaraj 6 12%2. IFB 30 60%3. Haworth 0 0%4. Faurecia 14 28%
Total 50 100%
FIGURE 8.4: Graph showing respondents first company in mind when talked about seating systems.
Analysis
The above 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.
Interpretation
From the graph above we can conclude that IFB has a fair chance of being on the 60% of
the respondents mind.
GCEM, Department of Management Studies Page 44
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.5: Table showing the brand element associated with brand IFB
s
Sl. no Particulars No of respondents Percentage1. Just in time delivery 2 4%2. Quality 20 40%3. Price 10 204. Technology 18 36%
Total 50 100%
FIGURE 8.6: Graph showing the brand element associated with brand IFB
4% 40%
20%
36%
Just in time deliveryQualityPriceTechnology
Brand Element
Analysis
The above 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.
Interpretation
From the graph above we can conclude that quality and technology are IFB’s strengths.
GCEM, Department of Management Studies Page 45
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.6: Table showing respondents opinion on how brand IFB is positioned
Sl. No Opinion No of respondents Percentage1. Very good 12 24%2. Good 32 64%3. Average 6 12%4. Poor 0 0%
Total 50 100%
FIGURE 8.6: Graph showing respondents opinion on how brand IFB is positioned
Very good Good Average Poor 0
10
20
30
40
50
60
70
Opinion about Brand IFB
Analysis
The above 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.
Interpretation
From the above graph shows that 64% respondents feel brand positioning is good at IFB.
GCEM, Department of Management Studies Page 46
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.7: Table showing respondents rating on IFB brand image compared to its closest competitors
Sl. No Rating No of respondents Percentage1. Very good 4 8%2. Good 34 68%3. Average 12 24%4. Poor 0 0%
Total 50 100%
FIGURE 8.7: Graph showing respondents rating on IFB brand image compared to its closest competitors
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.
Interpretation
From the above graph shows that 24% respondents feel brand image of IFB needs
improvements.
GCEM, Department of Management Studies Page 47
Rating on brand Image of IFB
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.8: Table showing respondents satisfaction with the current brand image of IFB
Sl. no Particulars No of respondents Percentage1. Yes 16 32%2. No 34 68%
Total 50 100%
FIGURE 8.8: Graph showing respondents satisfaction with the current brand image of IFB
12
010203040506070
Yes
No
YesNo
Satisfaction of Employ-ees
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.
Interpretation
From the graph we can conclude that IFB’s brand image is not satisfactory and measures
have to be taken to improve the brand image of IFB.
GCEM, Department of Management Studies Page 48
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.9: Table showing area that needs improvement for enhancing the brand
IFB
Sl. no Area No of respondents Percentage1. Operations 6 12%2. Marketing 15 30%3. Quality 10 20%4. Technology 11 22%5. Communications 7 14%6. Systems 1 2%
Total 50 100%
FIGURE 8.9: Graph 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.
Interpretation
From the graph above we can conclude that marketing in IFB is the area that needs
improvement to enhance the brand image of IFB.
GCEM, Department of Management Studies Page 49
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.10: Table showing the suitable medium to improve the brand image at
IFB
Sl. no Medium No of respondents Percentage1. Corporate Ad’s in TV 22 44%2. Articles in newspapers 10 20%3. Participating in Auto shows 9 18%4. Social Responsibility 4 8%5. Websites 5 10%
Total 50 100%FIGURE 8.11: Graph showing the suitable medium to improve the brand image at IFB
Analysis
The above graph has been designed toshow the suitable medium to improve the brand
image at IFB. This table reveals that 44% of the respondents say corporate ad’s 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.
Interpretation
From the graph above we can conclude that corporate ad’s in TV can fairly improve the
brand image at IFB.
GCEM, Department of Management Studies Page 50
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.11: Table showing the ranks of companies based on the brand name when
compared to IFB Apl.
Sl. no Companies Rank Percentage1. Swaraj 5 20%2. Faurecia 1 100%3. IFB 2 80%4. IEPL 3 60%5. Imasen 4 40%
FIGURE 8.11: Graph showing the the ranks of companies based on the brand name when compared to IFB Apl.
V
I
II
III
IV
Ranks
SwarajFaureciaIFBIEPLImasen
Analysis
The above graph has been designed toshow the ranks of companies based on the brand
name when compared to IFB Apl. This table reveals that major respondents has given
opinion as ranking as faurecia as 1st, 2nd as IFB Apl, 3rd as IEPL, 4th as Imasen and 5th rank
as Swaraj.
Interpretation
From the graph above we can conclude that the brand name of Fauresia is more that
compared to IFB Apl.
GCEM, Department of Management Studies Page 51
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.12: Table showing the differentiating factor from competitor which enhances the brand image.
Sl. no Factor No of respondents Percentage1. Quality and reliability 24 48%2. Technology 12 24%3. Pricing 6 12%4. Commitment 8 16%
Total 50 100%
FIGURE 8.12: Graph showing the differentiating factor from competitor which enhances the brand image.
48%
24%
12%16%
Differentiating Factor
No of respondents
Analysis
The above graph has been designed toshow the 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.
Interpretation
From the graph above we can conclude that Quality and reliability can fairly improve the
brand image at IFB Apl.
GCEM, Department of Management Studies Page 52
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.13: Table showing the role of employees for sustaining and improving the brand IFB.
Sl. no Particulars Respondents Percentage1. Communicate effectively 26 52%2. Taking part in the various
conferences and seminars 6 12%
3. Conduct workshops 2 4%4. Positive word of mouth 4 8%5. Ontime production and delivery 12 24%
Total 50 100%
FIGURE 8.13: Graph showing the role of employees for sustaining and improving the brand IFB.
52%
12%
4%
8%
24%
Communicate effec-tively
Taking part in the various conferences and seminars
Conduct workshops
Positive word of mouth
Ontime production and delivery
Analysis
The above graph has been designed to show the 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.
Interpretation
From the graph above we can conclude that communicating effectively can fairly
improve the brand IFB.
GCEM, Department of Management Studies Page 53
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.14: Table showing the satisfactory level of the customers based on the services provided at IFB apl.
Sl. no Level No of respondents Percentage1. Very good 4 8%2. Good 32 64%3. Average 14 28%4. Poor 0 0%
Total 50 100%
FIGURE 8.14: Graph showing the satisfactory level of the customers based on the services provided at IFB APL.
8%
64%
28%
0%
Customer Satisfactory level
No of respondents
Interpretation
The above graph has been designed to know the satisfactory level of the customers based
on the services provided at IFB apl. 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
Interpretation
From the above graph we can conclude that respondents feel the services provided to the
customer’s needs improvements in satisfying the customers.
GCEM, Department of Management Studies Page 54
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.15: Table showing the based on services provided will the customers approach again for solutions at IFB apl.
Sl. no Particulars No of respondents Percentage1. Will definitely
approach 24 48%
2. May approach 22 44%
3. May not approach 4 8%
4. Will not approach 0 0%
Total 50 100%
FIGURE 8.15: Graph showing the based on services provided will the customers approach again for solutions at IFB apl.
48%
44%
8%
Customer Approach
Will definitely approach May approachMay not approachWill not approach
Analysis
The above graph has been designed to know based on services provided will the
customers approach again for solutions at IFB Apl. 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.
Interpretation
From the above graph we can conclude that respondent’s feel the services provided to the
customer’s needs little improvements if the customer wants to approach them again for
any solutions.
GCEM, Department of Management Studies Page 55
A study on Employees Role in Building Brand Image at IFB Apl
8.16: The opinion of the employees towards the following attributes for the brand performance at IFB APL.
TABLE 8.16(A) : Table showing the opinion of the employees towards Product Quality for brand performance at IFB APL.
Sl. no Level No of respondents Percentage1. Very good 4 8%2. Good 32 64%3. Average 14 28%4. Poor 0 0%
Total 50 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Product Quality for brand performance at IFB APL.
8%
64%
28%
Very good Good AveragePoor
PRODUCT QUALITY
Analysis
The above graph has been designed to know the opinion of the employees towards
Product Quality for brand performance at IFB APL. 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.
Interpretation
From the above graph we can conclude that respondent’s feel that product quality is
comparatively good.
GCEM, Department of Management Studies Page 56
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.16(B) : Table showing the opinion of the employees towards Reliability for brand performance at IFB APL.
Sl. no Level No of respondents Percentage1. Very good 6 12%2. Good 24 48%3. Average 15 30%4. Poor 5 10%
Total 50 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Reliability for brand performance at IFB APL.
12%
48%
30% 10%
Very good Good AveragePoor
RELIABILITY
Analysis
The above graph has been designed to know the opinion of the employees towards
Product Quality for brand performance at IFB APL. 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.
Interpretation
From the above graph we can conclude that respondent’s feel that reliability is not much
good.
GCEM, Department of Management Studies Page 57
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.16(C) : Table showing the opinion of the employees towards Service efficiency and effectiveness for brand performance at IFB APL.
Sl. no Level No of respondents Percentage1. Very good 4 8%2. Good 12 24%3. Average 30 60%4. Poor 4 8%
Total 50 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Service efficiency and effectiveness at IFB APL.
8%
24%
60%
8%
Very good Good AveragePoor
SERVICE EFFICENCY & EF-FECTIVENESS
Analysis
The above graph has been designed to know the opinion of the employees towards
Product Quality for brand performance at IFB APL. 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.
Interpretation
From the above graph we can conclude that respondent’s feel that reliability is not much
important in brand performance.
GCEM, Department of Management Studies Page 58
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.16(C) : Table showing the opinion of the employees towards Empathy for brand performance at IFB APL.
Sl. no Level No of respondents Percentage1. Very good 5 10%2. Good 20 40%3. Average 24 48%4. Poor 1 2%
Total 50 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Empathy for brand performance at IFB APL.
10%
40%
48%
2%
Very good Good AveragePoor
EMPATHY
Analysis
The above graph has been designed to know the opinion of the employees towards
Product Quality for brand performance at IFB APL. 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.
Interpretation
From the above graph we can conclude that respondent’s feel that empathy is
comparatively good, and not much important.
GCEM, Department of Management Studies Page 59
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.16(D) : Table showing the opinion of the employees towards Price for brand performance at IFB APL.
Sl. no Level No of respondents Percentage1. Very good 2 4%2. Good 26 52%3. Average 20 40%4. Poor 2 4%
Total 50 100%
FIGURE 8.16(D): Graph showing the opinion of the employees towards Price for brand performance at IFB APL.
4%
52%
40%
4%
Very good Good AveragePoor
PRICE
Analysis
The above graph has been designed to know the opinion of the employees towards
Product Quality for brand performance at IFB APL. 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.
Interpretation
From the above graph we can conclude that respondent’s feel that price also plays an
important role in brand performance.
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A study on Employees Role in Building Brand Image at IFB Apl
FINDINGS, SUGGESTION, RECOMMENDATIONS
AND CONCLUSION
Findings:
Out of 50 respondents, 100% are aware that IFB stands for Indian Fine Blanking.
IFB is male dominant company, 96% respondents are male.
60% respondents feel current branding is good at IFB.
60% respondent’s first company in mind when talked about seating systems is
IFB.
40% respondent’s opinion on the brand element associated with brand IFB is
Quality.
64% respondents feel brand positioning of IFB APL is good.
68% respondents said IFB brand image compared to its closest competitors is
good.
68% respondents are satisfied with the current brand image of IFB APL.
30% respondents feel that Marketing is the area that needs improvement for
enhancing the brand IFB.
44% respondent’s opinion on the suitable medium to improve the brand image at
IFB is giving Corporate Ad’s in TV.
48% respondents say the differentiating factor from the competitor which
enhances the brand image of IFB is Quality and Reliability.
52% respondents feel that the role of employees for sustaining and improving the
brand IFB is communicating effectively.
64% respondents feel that their customers are satisfied based on the services
provided at IFB APL.
48% respondents feel that based on services provided the customers will approach
IFB APL again for solutions.
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A study on Employees Role in Building Brand Image at IFB Apl
Suggestion and recommendations
a) The organization has to conduct workshops, take part in conferences and
seminars to build the brand image.
b) The organization can participate in auto shows and give corporate advertisements
in television to enhance the brand IFB.
c) The employees must be trained on branding and brand building.
d) Training to be given to staff on product specification& also on the soft skills.
e) The area that needs improvement is marketing which enhances the brand IFB.
f) Maintain database of customers and suppliers to inform them about current
events at IFB.
g) The company should concentrate more on innovative designs since the
competition in the auto market is high.
h) The company can change the quality from good to best to retain and attract more
customers.
i) Importance must be given to on time delivery and customer complaints must be
resolved.
j) Try to retain the same workforce.
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A study on Employees Role in Building Brand Image at IFB Apl
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’s main concern is customer’s safety and
comfort.
From the above findings it is concluded, brand building 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 APL 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 APL. Brand building can be more effective by
adopting various techniques and by framing and executing various strategies.
GCEM, Department of Management Studies Page 63
A study on Employees Role in Building Brand Image at IFB Apl
10. Annexure
Questionnaire
Dear Sir/ Madam,
This questionnaire is a part of Dissertation carried out for the partial fulfillment of my MBA degree under VTU. And I hereby assure that the data collected using this questionnaire will be used only for the academic purpose. Kindly fill up thequestionnaire.
1. Name (Optional) ____________________________________________