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RNS Institute of Technology and Management Studies 2012-14 1
Internship Report
“A study on branding strategies via social media for a startup company “
BY
Rachana Mohan Patil
1RX12MBA46
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the guidance of
INTERNAL GUIDE EXTERNAL GUIDE
IG Srikanth Rahuul Raj Bhafna
Assistant professor Executive Director
Department of MBA
RNS Institute of Technology and Management Studies
47, Uttarahalli Main Rd, Channasandra, RR Nagar, Bangalore, Karnataka 560098
Batch: 2012-2014
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DECLARATION
I, Rachana Mohan Patil , hereby declare that the Internship report entitled “A study on
branding strategies via social media for a startup company” prepared by me under the
guidance of Mr. I.G.Srikanth , faculty of M.B.A Department, R.N.S Institute of Technology
and external assistance by Rahuul Raj Bhafnaa Executive Director Humankart Services Pvt Ltd .
I also declare that this Internship work is towards the partial fulfillment of the university
regulations for the award of degree of Master of Business Administration by Visvesvaraya
Technological University, Belgaum.
I have undergone a summer project for a period of twelve weeks. I further declare that this
project is based on the original study undertaken by me and has not been submitted for the award
of any degree/diploma from any other University/Institution.
Place: Bangalore Rachana Mohan Patil
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ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany successful completion of my project would be
incomplete without the mention of those people who made it possible
I consider it my privilege to express through the pages of this report, a few words of gratitude
and respect to all those distinguished personalities who guided and inspired me in the completion
of this project.
At the outset, I would like to express my deep sense of gratitude and sincere thanks to
Prof. I.G.Srikanth internal guide, R.N.S Institute of Technology for providing an opportunity
to discover the corporate world, from close perspective.
I express my deep gratitude to all my mentors who has supported me for completion of this
project.
I express my deep gratitude to our beloved Director Dr. H.N SHIVASHANKAR, our respected
Principal Dr. M.K VENKATESHA, and our HOD Dr .U. BHOJANNA, RNS Institute of
Technology for giving me an opportunity to do this project.
I thank HumanKart Services Pvt Ltd Bangalore, and team of people for giving for me an
opportunity to conduct the study in their esteemed organization.
Place: Bangalore
Date:
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TO WHOM IT MAY CONCERN
This is to certify that Ms. Rachana Mohan Patil, 1RX12MBA46
pursuing her Master of Business Administration (Marketing)
IV semester at Visvesvarya Technological University, Belgaum
has completed the internship at HumanKart Services Pvt Ltd company
from 15 April, 2014 to 20 June,2014.
We found her sincere, hardworking, technically sound and result oriented. She worked well as
part of a team during her tenure.
We take this opportunity to thank her and wish her all the best for her future.
Signature
Rahuul Raj Bafna
Executive director
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TABLE OF CONTENTS
Sl No Contents Pg No.
Chapter-1
1 Introduction
1.1 Introduction about the internship 01
1.2 Topic chosen for the study 01
1.3 Need 02
1.4 Objective 03
1.5 Scope 04
1.6 Methodology 05
1.7 Review Of Literature 06
1.8 Limitation 07
Chapter-2
2.1 Industry Profile 08
2.2 Company Profile 11
Background of the company
Vision & Mission
Quality policy
Product profile
Area of operation
Ownership pattern
Infrastructure facilities
Competitors Information
Future growth & prospectus
2.3 Mckensy’s 7’s frame work 14
2.4 SWOT Analysis 18
2.5 Analysis of financial statement
2.6 Learning experience 20
Chapter-3
3.1 Theoretical background 22
Chapter-4
4.1 Analysis and interpretation 31
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Chapter-5
5.1 Findings,Conclusions and Summary 37-40
5.2 Bibliography
5.3 Annexure
List of Tables
SL NO Content Pg no
4.1 Table showing social media users 30
4.2
Table showing brand followers 31
List of Graph
SL No Content Pg No
4.1 Graph showing social media users 30-33
4.2 Graph showing post reach 34-36
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EXECUTIVE SUMMARY
HumanKart.com is an e-commerce start-up company positioning itself to become the market
leader in offering online Human Care services .
The company offers a business-to-business, business-to-customer solution to online customers.
HumanKart cater to time-starved people who are trying to squeeze 36 hours into a 24-hour day.
The company utilizes a dedicated CRM approach in handling all enquires that allows online
merchants to instantly save bad sales, restore customer satisfaction and stimulate repeat sales,
while offering consumers a convenient, centralized online location to purchase services.
By creating a new service category and utilizing the first-mover advantage, HumanKart.com
positions itself for rapid growth and gains a strong opportunity to raise entry barriers for possible
competition.
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CHAPTER 1
1.1 Introduction
Social Media Marketing
21st Century: Advertising through Internet, better known as Social Media Marketing
Social Media Marketing and e-commerce industry in India became more vibrant with the entry
of Web Technologies as well as the emergence of eco system for StartUp companies by
NASSCOM 10K StartUp and Microsoft Accelerator Programs,4Startups –NSRCEL IIMB.
Many of the Indian StartUp companies challenge the foreign companies by upgrading their
products/service portfolio to the international standards. Under the scenario, present study
focuses on the branding strategies for Startup company to make strong business presence online.
The study used survey based method to collect the information regarding the Social Media used
to communicate their brand to B2B and B2C customers . Primary data was collected through
personal interviews with the assistance of a well-framed questionnaire. A detailed analysis of the
data was done. From the information collected, various aspects of the Social Media Leverage
were identified where the company needs to focus for improvisation. Similarly, different aspects
of the customer search behaviour were studied . The results from the study could be very useful
for the startup companies to select suitable social media for customer engagement and brand
communication.
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1.2 Topic chosen for study
“A study on effectiveness of social media for communication of brand using AIDA model”
1.3 Need of the study
Now a day‟ leveraging social media market has became quite severe with multiple social
networking site, across platform (smartphones, laptops, Tablets ) and brands. Surviving the cut
throat competition requires implementing new strategies which can counter the actions of the
competitors.
As the competition became multi dimensional like on page likes, reviews, across platform and
advertising and sales promotion etc it‟s very important to be informed about the customer
engagement on various social media sites towards all these aspects.
Growing customer expectation creates a situation where the search behaviour of customer have
to understand such expectation and adjust the social media accordingly. So there is a need to
understand customer engagement on various social media platforms for B2b and B2C
respectively.
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1.4 Objectives of conducting this study
To identify most preferred social media platform for customer engagement.
To know the effectiveness of social media.
To know the the day and time when users are active on social media.
To find the branding communication strategies, promotion, advertisements on Social
media sites.
To understand the integrated marketing communications concept and how AIDA model
help in promotion.
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1.5 Scope of the study
The scope of the study has been limited to social media marketing on social networking sites
Facebook, Twitter, LinkedIn, Google+. The study has been confined to Bangalore region as this
area has greater internet penetration and plenty of Social Network Sites users.The platforms are
confined to Smartphones, Laptop and PC users.
This research would give necessary details to the brands for decision making on selecting social
networking sites for B2B and B2C and then initiate appropriate changes to make it the best brand
in India.
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1.6 Methodology Adopted
1. The study is based on descriptive research design. A questionnaire has been designed, to
know the point of view of respondent regarding the social networking site they are engaged
in and follow the brand .
2. First part of the questionnaire contains information regarding demographics and usage
pattern of social media of the respondent.
3. Second part has series of close-ended indirect questions which are based on impact of social
media in searching for the services and expectation from such media.
4. The survey was conducted online through social networking sites and responses social
networkers were collected.
5. The instrument (questionnaire) was put over Google docs and the link was sent to users to
fill the instrument through various social networking sites like Facebook, Twitter, LinkedIn
.
6. The respondents and other people on different social networking sites were also requested to
post the link from their profile.
7. Facebook Analytics tool was used to trace the effectiveness of Post Reach and engagement
of people with the post.
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1.7 Literature Review
While current literature has sufficiently profiled word-of-mouth (WOM) marketing, customer
relationship management, brand communities, search engine optimization, viral marketing,
guerilla marketing, events-based marketing, and social media each on an isolated, individual
basis, there is no comprehensive model that effectively incorporates all of these elements. The
first purpose of this paper is to therefore profile the current literature landscape surrounding
WOM marketing, alternative marketing communications, and social media as viable components
of integrated marketing communications. Additionally, this paper aims to develop an integrated
alternative marketing communication conceptual model that can be applied by industrial
practitioners to help them achieve their marketing objectives.
(Social media in a an alternative marketing communication model)
Internet is the emerging information technology with the credibility of immediacy and fastness,
thus, it brings globalization in every aspects of communication. Communication through internet
is more specified, with effective interactive strategy among its users. In recent days, internet
advertising has taken new forms which have more advantages over the traditional mediums like
print media, television and radio. Marketing communication is becoming precise, personal,
interesting, interactive and social. Different strategies of communication are followed in various
social networking sites like Face book, Twitter and Orkut.
(Analysis of social networking sites: A study on effective communication strategy in developing
brand communication, 2011)
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Indian search journal publishes contributions that offer insights and prospective extending
knowledge and understanding of interdisciplinary research in the area of marketing management
human resource management and financial services.
(international journal of marketing financial services and management research, 2012)
An advertisement would be effective only if the media audience accepts that message and is
motivated to take the requisite action. AIDA is an acronym that is used by marketers and
advertisers to develop a marketing communication strategy and explains a four stage process for
the sale to happen. The article talks about how AIDA can aid in creating a purchase if properly
implemented through Social Media as an advertising media.
Limitations of the study
Due to time constraints , sample size was small
Survey was conducted only in Bangalore
o So, generalization of survey was constraint.
o The Social Media choose for study if Facebook for B2C services
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CHAPTER 2
2.1 Industry profile
Branding industry overview
21 st Century: Advertising through Internet, better known as social media marketing
HOW IS THE WEB TRANSFORMING THE INDUSTRY
Web Technologies Influencing the Industry New problems being solved Advantages for
customers
Traditional Mass Media Advertising New communications environment: evolving network of
new media EVOLUTION High capacity Interactive Multimedia. The fundamental differences
between online and traditional advertising result from a combination of internet technologies and
the nature of the web.
WEB TECHNOLOGIES:
-Search engines:
A tool designed to search for information on the World Wide Web
-Banner ads:
A form of advertising on the World Wide Web that is intended to attract traffic to a website by
linking to the website of the advertiser
-Buying online ad space:
Advertising networks sell space to advertisers
Adopting the cost-per-click approach to pricing
Adopting the use of auctions to allocate the advertising spots on the page showing results of the
search.
-Web-based vehicles:
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Web versions of business directories similar to the yellow pages ; web versions of newspaper
classified ads ; web versions of direct mail and telephone marketing
-IndividualIP (Internet protocol):
Address which typically identifies the location of the individual
-Data bases:
It is possible for online entities to gather data on what people have done online
-New opportunities for touching customers
-Enriching products and services with information
-Squeezing out costs through process automation: Companies can reach a wide audience for a
small fraction of traditional advertising budgets
-Redesigning internal business process through enhanced communication and knowledge sharing
-Reduces Time and money spent
Global product promotion; reach new markets world wide
Vital Web presence
-Gives a competitive advantages
-Removes Location and availability restrictions
-Heightens customer service
-Streamlining the ordering process by taking orders online
-Companies can reach a wide audience for a small fraction of traditional advertising budgets.
Companies can reach a wide audience for a small fraction of traditional advertising budget.
Various methods: pay per impression, pay per click, pay per play or pay per action
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Digital and Social Media Industry in India
Recent Years – 2011 V/s 2012 2010-2011 2012
Internet user had gone up from 10 Cr. To 13.7 Cr. (37%).
Social went up from 3.8 Cr. To 6 Cr. (57%)
20 Cr Indian on web in 2014, Will grow to 33 Cr. By 2015. 3rd largest base worldwide as of
Today.
IN 2014 – 13.7 Cr. Indian on Internet are Urban & 6.8 Cr. Are from Rural.
75% Indian on Internet are under 35 years of age!
Mobile has key role in internet penetration in india
Internet – Desktop V/S Mobile users India In India, Mobile Internet users are more then desktop
internet user.
11Cr. out of 20 Cr. Indian use internet on Mobile phone. 26% Indians are accessing Social
Media from Mobile.
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Company Profile
BACKGROUND AND INCEPTION OF THE COMPANY
Experience HUMAN CARE SOLUTIONS - HumanKart aims to cater to time-starved people
who are trying to squeeze 36 hours into a 24-hour day.
It works to take care of clients‟ basic needs, with Trust – HumanKart Team, it works as
an extended family to fulfil the family needs.
Humankart brings to the right set of Quality Professionals to cater to the daily needs of
domestic, personalized, professional - care and service requirements.
Event Management,Yoga Instructor,photography,transportation services.
HumanKart Team
Executive Director Rahuul Raj Bhfanaa Co-Founder at HumanKart Studied at B. M.
Sreenivasaiah College of Engineering .Human Kart is built by a group of young passionate,
innovative, relentless professionals who are constantly striving to bring a wholesome human
service experience to the customer, at their doorsteps. The team having experienced the global
service standards intends to change the face of the service industry in terms of FOR quality, ON
time & FOR customer experience. Our services and human care solutions save your time and
efforts.
Vision:
Create easy access to quality Human Resource Services to cater to every individuals need – on
time & every time.
Mission:
To leverage human resource and become one stop solution and cater to daily needs of individuals
and family.
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Quality Policy:
To achieve and retain leadership, HumanKart Services Ltd shall aim for complete
customer satisfaction, by combining its human and technological resources, to provide
superior quality humancare services.
In the process, HumanKart Services Ltd Ltd will strive to exceed Customer's
expectations. Quality Objectives As per the Quality Policy, HumanKart Services Ltd:
We emphasize on:
Client Commitment
Strive for Profitability
Excellence
Up-to- date Technology
Innovation
NATURE OF THE BUSINESS AND PRODUCT PROFILE
HumanKart Service Ltd is a service company. The company offers a complete range of
humancare premium solutions. Whether the client come in to the company‟s conventionally
located officers and trade in a dedicated ambience or issue instructions over the phone, our
highly trained team and sophisticated CRM ensure smooth transactions and prompt service.
AREA OF OPERATION
LOCATION TYPE ADDRESS
Head Office HumanKart Services Ltd
22nd
floor,World Trade Center,
Rajajinagar
Bangalore
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OWENRSHIP PATTERN
Executive Director
Executive Director Rahuul Raj Bhfanaa Co-Founder at HumanKart Studied at B. M.
Sreenivasaiah College of Engineering .Human Kart is built by a group of young passionate,
innovative, relentless professionals who are constantly striving to bring a wholesome human
service experience to the customer, at their doorsteps.
INFRASTRUCTURAL FACILITY
HumanKart Service Ltd is providing good infrastructural facilities which are required for
perform their work in a better way. During the year, the Company has invested in additional
infrastructure capacity and human capital. In terms of offices, technology, staff, financial
consultants, in order to be well positioned to increase the growth momentum in the year ahead.
FUTURE GROWTH AND PROSPECTS
NRI Services with complete human care premium services
Security Professional Services from Human Kart -
Body Guards
Residential / Commercial Property Guarding Service
Corporate/Industry Guarding Service
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MCKENSY’S 7S FRAME WORK
The 7S model is better known as McKensy‟s 7S, because the two persons who developed this
model, Tom Peters and Robert Waterman, have been consultants at McKensy‟s and Co. at that
time. They published their 7S model in their article “Structure is not Organization” (1980) and in
their books “The art of Japanese Management” (1981) and “In Search of Excellence” (1982).
The model consists of seven elements. Those seven elements are distinguished in so called hard
S‟s and soft S‟s. The hard elements are feasible and easy to identify. They are Strategy,
Structure and Systems of the organization. The four soft S‟s are hardly feasible. They are highly
determined by the people at work in the organization i.e., Style, Staff, Skills and Shared values.
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STRATEGY:
Strategy is the plan of action an organization prepares in response to, or anticipation of
changes in its external environment. Strategy is differentiated by tactics or operational actions by
its nature of being premeditated, well thought through and often practically rehearsed.
A company of HumanKart Services Ltd stature cannot afford to work without objectives.
An overall group objective is already set and all the employees are driven towards HumanKart
Services Ltd believes that .no individual is big as the organizational itself. Competition is the key
to survival and for giving diversification for the given product as such competition is always
good. HumanKart Services Ltd updates itself to the surroundings competition and bring out
changes are services and related servicess to be in competition.
STRUCTURE:
Business needs to be organized in a specific form of shape that is generally referred to as
organizational structure. Organizations are structured in a variety of ways, dependent on their
objectives and culture. The structure of the company often dictates the way it operates and
performs.
Overall organizational structure
Head Office,Partner vendors,Franchises
SYSTEMS:
The organization follows strict rules and regulations for the employee. It follows specific
entry and exit timing for its employees. All junior staff member will have to report to the
designated senior staff member daily attendance register to the human resource department. This
is duly processed at the end of each month. The company has its regional office in Bangalore,
which is headed by a regional head. All franchise heads and various dept heads will report to him
on regular basis.
Work hours:9am -6pm Weekday ,Method To Contact: e-mail, IM, calls ,Payment Protocol:
Basic+Comission
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SKILLS:
Skills include the distinctive competencies that reside in the organization. These can be
distinctive competencies of people, management practices, systems and technology.
The skills of HumanKart Services Ltd
Brand image of the Company
Customer friendly & hassle free procedures.
Strong financial fundamentals.
Transparency in policies.
Personalized customer attention.
The skills required to be an employee of HumanKart Services Ltd are as follows:
Basic knowledge of computer
Good communication skills
Management Skills
Trainable
Having good knowledge about the market and its operation.
STAFF:
Organizations are made up of people and the people who makes the real differences to the
success of the organization in the increasingly knowledge based society. The importance of
human resource as thus got the central position in the strategy of the organization, away from the
traditional model of capital and land.
Each incumbent should have a specific academic qualification to match the position he is
going to hold and also necessary skills to execute the assignment. Marketing/sales people should
posses at least a degree and a management degree is preferred and should necessary posses‟ good
communication skill and flair for sales .he should have a two-wheeler for communicating
purpose. All back end employees should have at least graduation with exposure to necessary
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skills. For fresher due training will be given and then will be put on the jobs. Their potentials will
be monitored on a regular basis and will be suitable guidance from time to time. Annual
increments are also given based on the performance predominant.
SHARED VALUES:
All members of the organization share some common fundamental ideas or guiding
concepts, values and aspirations around which the business is built.
Shared value of the organization can be characterized as the whole of the norms, views and
culture shared by the people working in the organization. These values and set goals keep the
employees working towards common destination as a coherent team and thus help them to keep
the team spirit alive. HumanKart Ltd is conscious of its moral responsibilities towards its
employees, staff and customers. Some of the shared values are:
Integrity & Respect
Being honest, ethical and open as a basis for building trusting relationships.
Customer satisfaction is of cordial value to HumanKart Ltd.
To sustain an organization of able and committed employees and provide opportunities
for growth and development.
STYLE:
All organizations have their own management style. The style refers to how managers behave in
an organization and how collectively spend their time to achieve the organizational goal. The
style of leadership adopted in HumanKart Ltd is participative style. It has bottom-up structure.
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2.4) SWOT ANALYSIS
SWOT analysis means analysis of the internal strengths and weakness of the company and also
analysis of external opportunities and threats of the company.
STRENGTHS:
Owned Digital Media –
Your Brand‟s Blog and Website
High quality services on website
HD Images
Sufficient funds for social media market
Professional business Facebook page
.
WEAKNESS:
Employees Profile on Social Networking Sites
To check your employee social profiles and confirm that they are pointing towards your
companies pages and listings. Even if your employees aren‟t sales people they still are
extensions of your brand, and they should be one of your greatest marketing assets. At the very
least make sure they list you as their employer on LinkedIn.
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•Less or no comments,Few likes ,Few shares ,Poor fan engagement ,Low profile views Inactivity
in social media sites
OPPORTUNITIES:
Review Your Social Branded Company Pages
Having influential people as fans on your page
Groups with more targeted prospects
Breaking news you can rely on to start an engagement
High quality photos you can share on Facebook
Linking your business page to your website or blog
High quality digital services that you can sell when you wish.
Partnering with influential people on social media.
Few or no competitors
THREATS:
Search for your brand using search engines
Many competitors
Negative followers leaving bad comments
High number of dislikes on Facebook
Presence of major companies in your niche on social media
Aggressive campaign by competitors
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LEARNING EXPERIENCE
In a span of ten weeks doing the project has exposed to working of Social Media sector
provided a good opportunity to learn and the manager give a general outlook of the office. He
has also explained the growth and development of the Social Media Marketing.
It was really good experience in gaining a practical idea about the working of HumanKart
Ltd Social media Market particularly which helped to understand the aspects relating to
marketing sector in the economy.
There is a big gap between knowledge of management and practically of it. This helped to
realize what additional competencies has to be developed to be a successful professional in the
corporate world.
MARKETING: The experience in HumanKart Ltd regarding marketing is that how to attract and
convince the customer‟s to concerning its services.
HUMAN RESOURSE MANAGEMENT: The learning here is that how to recruit employees for
various departments and also retaining existing staff from leaving organization.
FINANCE: The knowledge gained here is about maximizing shareholders wealth, balancing cash
flows, giving optimum benefit to the investors.
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Benefits derived from the in plant training:
Knowledge about the company and industry operations.
The working of the employees and their interpersonal relationships.
Knowledge about social media.
Observation about customer online behavior, preferences, attitude etc.
Helped in comparing the theoretical concepts to the practical corporate world.
The training, in essence, molded me to take up challenges in my career once I complete
my MBA course
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CHAPTER 3
3.1 Theoretical background of the study
The concept behind the Brand Equity Model is simple: in order to build a strong brand, you must
shape how customers think and feel about your product. You have to build the right type of
experiences around your brand, so that customers have specific, positive thoughts, feelings,
beliefs, opinions, and perceptions about it.
When you have strong brand equity, your customers will buy more from you, they'll recommend
you to other people, they're more loyal, and you're less likely to lose them to competitors.
The model, seen in Figure 1, illustrates the four steps that you need to follow to build strong
brand equity.
Figure 1 – Keller's Brand Equity Model
The four steps of the pyramid represent four fundamental questions that your customers will ask
– often subconsciously – about your brand.
The four steps contain six building blocks that must be in place for you to reach the top of the
pyramid, and to develop a successful brand.
Applying the Model
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Let's look at each step and building block in detail, and discuss how you can apply the
framework and strengthen your brand.
Step 1: Brand Identity – Who Are You?
In this first step, your goal is to create "brand salience," or awareness – in other words, you need
to make sure that your brand stands out, and that customers recognize it and are aware of it.
You're not just creating brand identity and awareness here; you're also trying to ensure that brand
perceptions are "correct" at key stages of the buying process.
Application
To begin, you first need to know who your customers are. Research your market to gain a
thorough understanding of how your customers see your brand, and explore whether there are
different market segments with different needs and different relationships with your brand.
Next, identify how your customers narrow down their choices and decide between your brand
and your competitors' brands. What decision-making processes do your customers go through
when they choose your product? How are they classifying your product or brand? And, when
you follow their decision making process, how well does your brand stand out at key stages of
this process?
You are able to sell your product because it satisfies a particular set of your customers' needs;
this is your unique selling proposition , or USP. You should already be familiar with these
needs, but it's important to communicate to your customers how your brand fulfills these. Do
your clients understand these USPs when they're making their buying decisions?
By the end of this step, you should understand whether your clients perceive your brand as you
want them to, or whether there are specific perceptual problems that you need to address – either
by adjusting your product or service, or by adjusting the way that you communicate your
message. Identify the actions that you need to take as a result.
Step 2: Brand Meaning – What Are You?
Your goal in step two is to identify and communicate what your brand means, and what it stands
for. The two building blocks in this step are: "performance" and "imagery."
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"Performance" defines how well your product meets your customers' needs. According to the
model, performance consists of five categories: primary characteristics and features; product
reliability, durability, and serviceability; service effectiveness, efficiency, and empathy; style and
design; and price.
"Imagery" refers to how well your brand meets your customers' needs on a social and
psychological level. Your brand can meet these needs directly, from a customer's own
experiences with a product; or indirectly, with targeted marketing, or with word of mouth.
A good example of brand meaning is Patagonia®. Patagonia makes high quality outdoor clothing
and equipment, much of which is made from recycled materials.
Patagonia‟s brand performance demonstrates its reliability and durability; people know that their
products are well designed and stylish, and that they won't let them down. Patagonia‟s brand
imagery is enhanced by its commitment to several environmental programs and social causes;
and its strong “reduce, reuse, recycle” values make customers feel good about purchasing
products from an organization with an environmental conscience.
Application
The experiences that your customers have with your brand come as a direct result of your
product's performance. Your product must meet, and, ideally, exceed their expectations if you
want to build loyalty.
Next, think carefully about the type of experience that you want your customers to have with
your product. Take both performance and imagery into account, and create a "brand personality."
Again, identify any gaps between where you are now and where you want to be, and look at
how you can bridge these.
Step 3: Brand Response – What Do I Think, or Feel, About You?
Your customers' responses to your brand fall into two categories: "judgments" and "feelings."
These are the two building blocks in this step.
Your customers constantly make judgments about your brand and these fall into four key
categories:
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Quality: Customers judge a product or brand based on its actual and perceived quality.
Credibility: Customers judge credibility using three dimensions – expertise (which includes
innovation), trustworthiness, and likability.
Consideration: Customers judge how relevant your product is to their unique needs.
Superiority: Customers assess how superior your brand is, compared with your competitors'
brands.
Customers also respond to your brand according to how it makes them feel. Your brand can
evoke feelings directly, but they also respond emotionally to how a brand makes them feel about
themselves. According to the model, there are six positive brand feelings: warmth, fun,
excitement, security, social approval, and self-respect.
Application
First, examine the four categories of judgments listed above. Consider the following questions
carefully in relation to these:
What can you do to improve the actual and perceived quality of your product or brand?
How can you enhance your brand's credibility?
How well does your marketing strategy communicate your brand's relevancy to people's
needs?
How does your product or brand compare with those of your competitors?
Next, think carefully about the six brand feelings listed above. Which, if any, of these feelings
does your current marketing strategy focus on? What can you do to enhance these feelings for
your customers?
Identify actions that you need to take as a result of asking these questions.
Step 4: Brand Resonance – How Much of a Connection Would I Like to Have With You?
Brand "resonance" sits at the top of the brand equity pyramid because it's the most difficult – and
the most desirable – level to reach. You have achieved brand resonance when your customers
feel a deep, psychological bond with your brand.
Keller breaks resonance down into four categories:
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Behavioral loyalty: This includes regular, repeat purchases.
Attitudinal attachment: Your customers love your brand or your product, and they see it as a
special purchase.
Sense of community: Your customers feel a sense of community with people associated with
the brand, including other consumers and company representatives.
Active engagement: This is the strongest example of brand loyalty. Customers are actively
engaged with your brand, even when they are not purchasing it or consuming it. This could
include joining a club related to the brand; participating in online chats, marketing rallies, or
events; following your brand on social media; or taking part in other, outside activities.
Application
Your goal in the last stage of the pyramid is to strengthen each resonance category.
For example, what can you do to encourage behavioral loyalty? Consider gifts with purchase, or
customer loyalty programs.
Ask yourself what you can do to reward customers who are champions of your brand. What
events could you plan and host to increase customer involvement with your brand or product?
List the actions that you could take.
Example
Julie has recently been put in charge of a project to turn around an under-performing product.
The product is a high quality, fair trade, organic tea, but it's never achieved the sales and
customer loyalty that the organization expected. Julie decides to use the brand equity pyramid to
think about the turnaround effort.
Step 1: Brand Identity
Julie's target customers are mid to high income, socially conscious women.
After careful analysis, she knows that she is marketing in the correct category, but she realizes
that her marketing efforts aren't fully addressing customer needs. She decides to change the
message from "healthy, delicious tea," to "delicious tea, with a conscience," which is more
relevant and meaningful to her target market.
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Step 2: Brand Meaning
Next, Julie examines the product's meaning, and looks at how the company communicates that
meaning to its customers.
The performance of the tea is already moderately high; it's a single-source, fair trade tea of a
higher quality than the competition's product. After assessing the organization's service
effectiveness, Julie is disappointed to find that many of her representatives lack empathy with
customers who complain. So, she puts everyone through a comprehensive customer service class
to improve responses to customer complaints and feedback.
Last, Julie decides to post to the company's website personal stories from the fair trade farmers
who grow and pick the tea. By doing this, she aims to educate customers on how beneficial this
practice is for people around the world.
Step 3: Brand Response
After going over the four brand response judgments, Julie realizes that perceived quality might
be an issue. The tea itself is high quality, but the pack size is smaller than the ones her
competitors use. Julie doesn't want to lower the price, as this might affect how customers assess
quality, so she decides to offer more tea in each box in order to surpass customer expectations.
She also decides to enhance the tea's credibility by becoming fair trade certified through an
independent third-party organization.
Step 4: Brand Resonance
Julie knows that her target customers care deeply about fair trade. She decides to promote the
organization's efforts by participating in a number of fair trade events around the country.
She also sets up a social networking framework to involve customers in the organization's fair
trade efforts, and she creates a forum on the company website where customers can discuss
issues surrounding fair trade. She also commits to championing the efforts of other fair trade
organizations.
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Key Points
Keller's Brand Equity model is also known as the Customer-Based Brand Equity (CBBE) Model.
Kevin Lane Keller developed the model and published it in his widely used textbook, "Strategic
Brand Management."
Within a pyramid, the model highlights four key levels that you can work through to create a
successful brand. These four levels are:
1. Brand identity.
2. Brand meaning.
3. Brand responses.
4. Brand relationships.
Within these four levels are six building blocks that further help with brand development. These
six building blocks are salience, performance, imagery, judgments, feelings, and resonance.
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CHAPTER 4
4.1 Analysis and interpretation of data collected
4.1 Analysis and interpretation of data collected
Social media users( Facebook , Twitter, LinkedIn, Youtube )
Table 4.1
Social Media No. of respondents
Facebook 45
Twitter 0
LinkedIN 23
Youtube 21
Graph 4.1
Inference: From the above graph , Majority of Respondants are active on Facebook social
media.
Facebook social media is recommended for customer engagement.
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Brand Followers (on social media)
Table 4.2
Brand Follow No. of respondents
Yes 45
No 21
Maybe 32
Chart 4.2
Inference: Based on above results, majority of respondants would like to follow their brands on
social media.
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Users active on facebook (social media)
Chart 4.3
Inference: Most of the people are active on social media on Friday and Saturday.
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Chart 4.4
Post published on Facebook
Inference: Total Reach is between 65-199 people
Engagement is between 20-70 people
The reach and engagement rate is high on weekdays.
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Chart 4.6
Page likes,Post reach and Engagement in percentage.
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Chart 4.7
Post clicks, likes and comments.
Inference: Total Post reach is 161 people and 33 post clicks,20 photo views.
The post is engaging the audience.
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Chart 4.8
Post reach from 15 June to 21st June
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CHAPTER 5
5.1 Summary of findings
From the above graph ,Respondants are active on Facebook social media.
Facebook social media is recommended for customer engagement.
Based on above results, majority of respondants would like to follow their brands on
social media.
Most of the people are active on social media on Friday and Saturday.
Total Post Reach is between 65-199 people
Post Engagement is between 20-70 people
The reach and engagement rate is high on weekdays.
Total Post reach is 161 people and 33 post clicks,20 photo views.
The post is engaging the audience.
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5.2 Conclusion
Based on the findings gathered from the researchers‟ surveys, the researchers conclude that the
Facebook has high user engagement for B2C.
Most of these users are engaged on weekdays.
The more number of users are using laptops and smartphones to access Facebook.
Awareness and Interest is created among users about the brand using facebook promotion
posts.
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Suggestions
Social media is rapidly transforming the way organizations communicate with customers. As a
cost-effective way to engage online,social media gives companies broader reach,with simple post
,business can promote product,services,provide support or feedback,creating an online
community of brand enthusiasts. Staying competitive in today‟s fast moving business
environment requires effective social media communication strategy.
Company may invest in digital assets like blogs to engage customers with the brand.
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Bibliography
Books referred
1. KOTLER, PHILIP (2000), Marketing Management. The Millennium Edition, Upper Saddle
River, Prentice Hall.
2. Advertising „An IMC Perspective‟ - S. N. Murthy / U.Bhojanna -Excel Books, 2007.
3. Strategic Brand Management,4/E
Webliography
http://www.brandchannel.com/images/papers/257_A_Brand_Building_Literature_Review.pdf
http://www.entrepreneur.com/topic/social-media-marketing
http://www.socialmediaexaminer.com/social-media-trends
http://mashable.com/category/social-media-marketing
Articles
Analysis of social networking sites: A study on effective communication strategy in developing
brand communication. P. Sri Jothi, M. Neelamalar and R. Shakthi Prasad. 2011. chennai :
s.n., 2011, Vol. 3. 2141 – 2545.
international journal of marketing financial services and management research. 2012. 11, 2012,
Vol. 1. 2277-3622.
IRC's international journal of multi disciplinary research in social and management sciences.
2013. 1, 2013, Vol. 1. 2320-8236.
Social media in a an alternative marketing communication model. Cristina Castronovo, Lei
Huang. 1, s.l. : North American Business press, Vol. 6.
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Annexure
Brand Communication via social media
1. Are you male or female?
Are you male or female?
Male
Female
2. How old are you
How old are you Less than 18
18-25
26-35
36-50
50 or older
3. Which country do you live in
Which country do you live in
4. How do you access social media
How do you access social media PC
Laptop
Smartphone
Tablet
Other (please specify)
5. What type of social media do you use the most
What type of social media do you use the most Facebook
YouTube
Other
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Other (please specify)
6. Why do you use social media
Why do you use social media Speak to friends
Find friends
Browse profiles
Upload images
Tag Friends
Watch Videos
7. How many hours do you spend on social media
How many hours do you spend on social media 1-2 hours a day
3-4 hours a day
5-6 hours a day
7-8 hours a day
9-10+ hours a day
8. How often do you log onto your favourite social media
How often do you log onto your favourite social media I‟m constantly logged on
Several times a day
Once in a few days
Once a week
Occasionally (less than once week)
9. Would you follow your favourite brands on social media
Would you follow your favourite brands on social media
Yes
No
Maybe
Unsure
10. How do you feel when you see adverts from brands on social media
How do you feel when you see adverts from brands on social media
Very annoyed
Somewhat annoyed
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Not Sure
Somewhat Interested
11.Your Name
12. Residential Address
13. Company
14.Contact Number
15. Location