STATEGIC BRAND MANAGEMENT
A project report submitted in partial fulfillment of the requirements for the program PGDM(2009-2011)
In preparing this report a considerable amount of thinking and informational inputs from various sources were involved. We express our sincere gratitude to everyone who contributed towards making this Project report possible. Our sincere gratitude goes to our faculty guide Prof. S.P. Garg for his inspiration, cooperation to complete the project report. Under his brilliant untiring guidance we are able to complete the project successfully in time. In spite of having a very busy schedule, he made sure in every way that we acquire the best possible exposure and knowledge during our project.
Bhawani Singh Shekhawat
Davander Singh Tanwar
The basic concept of our project is “Strategic Brand Management: TATA Motors” which is based on brand recognition of Tata motors. This report contains the findings arrived after detailed analysis of the data received through filing questionnaires at various areas of Jaipur. In this project, sample size was chosen 50. Objective
• To determine the requirements and needs of the potential customers. • To know what people perceive and thinking about Tata cars and its products. • To analyze the brand positioning strategies of Tata cars. • To study consumer awareness and perception about the brand positioning strategies of Tata cars. • To find out the awareness level of customer.
1. Data Collection
The study is based on primary data derived through sample survey using pre-tested structured instrument (questionnaire both open ended & close ended). Data was collected from 50 respondents at various Tata motors service stations & public places of Jaipur city.
2. Data Analysis
In order to extract appropriate findings of the questions mentioned in the questionnaire, various Pie-charts has been shown with their interpretation.
From the survey conducted conclusions were drawn.
TABLE OF CONTENTS
| |Front Page |(i) | | |Acknowledgement |(ii) | | |executive summary |(iii) | | |Contents |(iv) | |CHAPTER 1 |INTRODUCTION | | | |1.1 |Overview of Indian Automobile Industry |1 | | |1.2 |Profile of The Organization |1 | |CHAPTER 2 |RESEARCH METHODOLOGY | | | |2.1 |Objective |2 | | |2.2 |Scope of the study |2 | | |2.3 |Research methodology |2 | |CHAPTER 3 |ANALYSIS |11 | |CHAPTER 4 |CONCLUSIONS |23 | | |ANNEXURES...