siddharth.final project.docx

8/10/2019 siddharth.final project.docx

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PROJECT REPORT

ON

BRAND MANAGEMENT

BY

SIDDHARTH KARELIYA

Submitted to

FASTTRACK HR SERVICES PVT LTD

JULY 2014

CENTER FOR MANAGEMENT STUDIES

DHARMSINH DESAI UNIVERSITY

NADIAD


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Preface

The summer internship is designed in such a way that student can grasp maximum knowledge

and can get practical exposure to the corporate world in minimum possible time. Business

schools of today realize the importance of practical knowledge over the theoretical base.

In my summer internship I had done business development foe Fasttrack HR service Pvt Ltd.

And It increased my communication Skills. I also did HR calling. I learnt how to convince the

companies for HR services.

The research report is necessary for the partial fulfillment of Masters curriculum and it provides

an opportunity to the student in understanding the industry with special emphasis on the

development of skills in analyzing and interpreting practical problems through the application of

management theories and techniques. It is a new platform of learning through practical

experience, which incorporates survey and comparative analysis. It gives the learner an

opportunity to relate the theory with the practice, to test the validity and applicability of his

classroom learning against real life business situations.


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DECLARATION

I hereby declare that this project report on Brand managementsubmitted as per the university

requirement of MBA curriculum is my original work, based on the finding during the project.

It is not submitted to other institute for the reward of my other degree, diploma, fellowship or

other similar title or prizes.

I will not submit this project to obtain other degree in future and no other person will be allowed

to copy from this project in any form.

If I am found to be guilty of not fulfilling the above promises, my submission can be declared

invalid and college has the right to reject this project.

Name of the student Signature

Siddharth Kareliya

Date:


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Acknowledgements

I would like to express our thanks and gratitude to Dr. Naresh Patel, Head of MBA Department,

who has provided me with the opportunity to learn through this project.

I appreciate Prof.Niraj Yajniks efforts to guide me through lectures, constructive advices via

emails and I would like to thank him for encouraging me to bring the best results.

I would also like to thank our company guides, Mr.Mohit Sokriwal and who has contributed

enormously with his comments, suggestions and feedbacks.

Finally, I would like to thank everyone who has contributed in completing this work

successfully.


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Executive Summary

Brand is a Guarantee, an assurance for a defined standard of quality for the first time and for

every time but not the vice versa. Brand is name or logo that plays the role in the mind of the

customer. Brands do not compete in the product area but compete for the mind space of the

customer. A brand once established in the mind of the customer becomes indelible when

customer identifies itself with that particular Brand.

This report is aimed to investigate the That how much brand awareness is Fasttrack H.R.

Services Pvt Ltd among customers and to measure the brand equity. The Report is aimed at

comprehensive literature review on branding, brand loyalty, brand awareness, brand equity and

brand perceptions.

I have taken 40 companies as sample to survey.

The major finding is that this brand is having brand awareness but is not having brand loyalty as

many companies choose not to recommend this brand to friend or a colleague. And also this

brand is not relevant to many companies as it doesnt provide quality candidates and doesnt

have good database.

I would recommend the company that It should improve the quality of service to make the clients

brand loyal.

I have chosen the quantitative as well as qualitative methods in my research.


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Table of Contents

Introduction to the Company.7

Project Introduction...8

Research Purpose .9

Research Methodology............10

Interview Questionnaire design15

Scope of study..16

Research Design... 17

Sampling Design.. 20

Data collection. 21

About the topic .22

Analysis of survey...........30

Implementation and recommendations.38

Conclusion ...39

Bibliography 40

Questionnaire....41


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Introduction to the company

Company Name : Fasttrack H.R. Services Pvt Ltd

Company Location : Ahmedabad , Gujarat

Company Type : SME

Staff Members : 10

Company Profile:

It is an employee owned company founded in 2001. The company employs highly

experienced professionalsand believes in delivering the bestquality services to their clients.

The company understands the Human Capital requirements of their clients and provides them

with the suitable candidates. Basically they are into the business of outsourcing manpower.

The company works with Indian Government as well as the private sector all over India. And

they are also working with the international clients in Dubai, Singapore &Thailand.

Clients they are currently working with:

Government:

Income Tax Department

Enforcement Directorate

National Commission for Scheduled Castes

Non Government:

Aditya Birla Group Of Companies

Laffarge Aggregates &Concrete

ITC

Q- Railing


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Project Introduction

In this chapter we will present the background of our study and state the purpose of this research.

Then we will discuss the research question and the structure of the study.,

Brand management is theprocess of maintaining, improving, and upholding abrandso that the

name isassociated with positiveresults.Brand management involves a number of important

aspects such ascost,customer satisfaction,in-storepresentation,andcompetition.Brand

management is built on amarketingfoundation,but focuses directly on the brand and how that

brand can remainfavorable tocustomers.Proper brand management can result in

highersales of not only one product, but on otherproducts associated with that brand
http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/result.htmlhttp://www.businessdictionary.com/definition/cost.htmlhttp://www.businessdictionary.com/definition/customer-satisfaction.htmlhttp://www.businessdictionary.com/definition/presentation.htmlhttp://www.businessdictionary.com/definition/competition.htmlhttp://www.businessdictionary.com/definition/marketer.htmlhttp://www.businessdictionary.com/definition/foundation.htmlhttp://www.businessdictionary.com/definition/favorable.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/sales.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/sales.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/favorable.htmlhttp://www.businessdictionary.com/definition/foundation.htmlhttp://www.businessdictionary.com/definition/marketer.htmlhttp://www.businessdictionary.com/definition/competition.htmlhttp://www.businessdictionary.com/definition/presentation.htmlhttp://www.businessdictionary.com/definition/customer-satisfaction.htmlhttp://www.businessdictionary.com/definition/cost.htmlhttp://www.businessdictionary.com/definition/result.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/process.html


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Research purpose

To know the brand awareness of fasttrack H.R. services pvt ltd.

To measure the brand equity of the company

To know what is the perception of companies towards brand of Fasttrack.

Understanding the concepts of branding


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RESEARCH METHODOLOGY

In order to Know the brand awareness of Fasttrack HR service Pvt Ltd, to measure the brand

equity and to knoe the customer perception towards the brand of Fasttrack HR service Pvt Ltd I

have used questionnaire survey by using both Qualitative as well as Quantitative mehtods.

These two concepts will frame the problem accurately and as it is said that a problem well

defined is half solved.

So the Questionnare suevey method adopted was to do in-depth interview of the Companies in

Ahmedabad, demanding both qualitative and quantitative data from them, which throws light

companies perception for brand of Fasttrack HR service Pvt Ltd in Market

Moreover to watch the accurate position of Fasttrack brand in the market,. The questionnaire so

designed was to extract information from companies about their view of Fasttrack brand as

compared to other brand.

A smooth solution of the research problem depends upon the choice of right and effective

method of data collection and data analysis. There are different methods of data collection:

quantitative and qualitative. Researcher cant rely on just one method of data collection, thats

why mixed method is widely used method for conducting research now days. For doing researchI have chosen Questionnaire interview. By using method I can analyze the phenomenon directly

and relate it to its findings.

The Quantitative and Qualitative Methods:

For the purpose of conducting research, a researcher needs empirical data in two forms:

quantitative and qualitative. Empirical data can be collected by applying different research

techniques. Broadly these techniques can be classified under two methods of data collection:


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The quantitative method

The qualitative method

Both of these methods are used for data collection having their own techniques, advantages and

disadvantages

The Quantitative Method:

This method is used for collecting numerical data

The quantitative data can be collected by two ways: raw data, second hand data. It is a time

consuming process to collect primary or raw data by sending questionnaire to different persons.

Moreover the results depend upon the researchers ability to draw inferences. The results can be

misleading if the participants are not mature enough in providing answers. The second way is to

use secondary or second hand data already collected by some agency like OECD, UNCTAD,

WORLD BANK, STATISTICS DEPARTMENT and so on. It is practical to use second hand

data and it is a time saving method. But here too interpretation depends upon the researchers

ability to understand the facts and numerical values.

The Qualitative method:

Qualitative method of data collection takes place in natural settings. The qualitative data can be

collected by documentary methods, case archives (historical documentation) Interviews and

direct observation and participatory observation methods. For using these different methods a

researcher needs to use different kinds of sources and literature. But of course the use of chosen

method and results depends upon the researchers ability. Each method has its own merits and

demerits. For eg. Researcher asks poor or irrelevant question in interview or it may be hard to

find historical documentation in Case archives method. Observation method is time consuming.

The choice of the technique for collecting qualitative data depends upon the requirement of the

research question.


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Mixed Method Approach:

It is common to use mixed method approach in social science research these days. Mixed method

approach often named as multimodal approach employs more than one method in research. By

using mixed method approach we can collect both quantitative and qualitative data and analyze

it. Normally an equal priority should be given to both types of dataset. But of course it depends

upon the research question.

Each of these two methods of data collection has their own characteristics e.g. the quantitative

research tests hypotheses whereas qualitative research perceives and discovers meanings. In

quantitative research the data is in numbers whereas in qualitative research the data is in words.

In short, the quantitative results are scientific whereas qualitative results are associated with

realism, the interpretive sciences and pragmatism.

I will be using Quantitativeas the method to support this research. Questionnaire will support

our research.

Research Strategy

There are five major research strategies: experiments, surveys, observations, history and case

studies. Each of the five strategies has advantages, disadvantages and different ways of

collecting and analyzing data on the basis of the following three conditions.

1. The type of research questions posed

2. The extent of control an investigator has over actual behavioral events.

3. The degree of focus on contemporary as opposed to historical events.


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Advantages & Limitations of case study:

The case study is qualitative type of method; therefore it has the same advantages as the

qualitative method has. The main advantage of the case study is: we can observe the case

directly and relate it to theoretical part, we can get the data directly from the case and analyze it.

It is a flexible method of doing research, because researcher is free to discover and address issues

as they arrive in their experiments.

However the case study has its own limitations. It narrows down the area of research: the

research is limited to an individual or group individuals the results inferred by research are not

universal. So it is difficult to generalize the results.

Sample Selection

For our research, we have used convenience sampling. Convenience sampling involves

collecting information from members of the population who are conveniently available to

provide it.

As for collecting data through interviews, our criteria for sample selection also involved:

The Pharma companies and other companies selected by the company guide


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Interview Questionnaire Design:

Three of the most common type of questions used in questionnaires or surveys includes open-

ended questions, closed-ended questions and Likert scales. An open-ended question does not

provide the participant with a choice of answers. Instead, participants are free to answer the

question in the manner they choose. An example of an open-ended question is the following:

How would you describe the pace of internationalization of the firm? By contrast, a closed-ended

question provides the participant with several answers to choose from; such as, how was the

market knowledge of the firm when internationalization process took place? (a) Great (b) Small

(C) Null. The Likert scale asks participants to provide a response along a continuum of possible

responses.


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SCOPE OF THE STUDY

The main objective of this report is to have idea of brand awareness of Fasttrack

and measure brand equity and to know the customer perception of Brand.

The first and foremost task is to identify the flows in our service system to the

companies, which in turn hurts the perception of customers.

The next step involves identification of potential markets and recognition of

opportunities where the visibility and availability of our Services can be

increased.

The only task left after identification of problems and opportunities is to frame

strategies which will eliminate the flaws and take advantage of the opportunities.


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RESEARCH DESIGN:

1. Define the problem and the research objectives:

Clarity on the following helps define the problem appropriately:

What is to be researched (the content, the scope)?

Why it to be is researched (the decisions that are to be made)?

The objectives of the study are as follows:

To know the brand awareness of fasttrack H.R. services pvt ltd.

To measure the brand equity of the company

To know what is the perception of companies towards brand of Fasttrack.

Understanding the concepts of branding

2. Develop the research plan:

The second stage of marketing requires developing the most efficient plan for gathering

the required information. This involves decisions on the data sources, research

approaches, research instruments, sampling plan, and contact methods.

(a) Data Sources:

Data were collected from primary as well as secondary sources. Investigation was started

by examining secondary data.

Primary Sources:

Primary data are freshly gathered data for a specific purpose or for a specific research

project. Here the primary data were collected for a specific research project. Response

was taken from the respondents through personal survey.


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Secondary Sources:

Secondary data are that were collected for another purpose, and already exist somewhere.

The secondary data were obtained from:

i. Information from the websites

ii. Textbooks on: Business Research Method,

Marketing Management by Philip Kotler

Organizational Behavior, etc\

(b) Research approach:

Primary data can be collected in five ways: through observation, focus groups

surveys, behavioral data, and experiments. Here the primary data were collected by

survey method.

Survey:

Surveys are best suited for descriptive research. Survey approach was chosen to learn

about brand awareness and peoples perception towards our product. Survey method

required development of a survey instrument, a questionnaire, which the respondents

were asked to fill up. Primary data were collected through survey.

(c) Research Instrument:

To collect primary data, instruments like questionnaires, qualitative measures, and

technological devices are used. Here questionnaires are as a means to collect primary

data.


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Questionnaires: -

A questionnaire consists of questions presented to respondents. Because of its

flexibility, it is by far the most common instrument used to collect primary data. The

questionnaires were carefully developed, tested, and debugged before administering them

on a large scale. The form, wording, and sequence of the question can all influence the

response. The questionnaire included closed-end questions. Closed-end questions specify

all the possible answers and provide answers that are easier to interpret and tabulate. Here

the main aim was to measure how many people think a certain way. It contained 16

questions.

The language of the questions was very easy to understand. Sophisticated or

uncommon words were not used. Only words in common speech were used. Ambiguous

words such as usually or frequently were avoided as they have no specific meaning.

Questions with negative in them were avoided. The questions were made as simple as

possible. To avoid confusion no question included multiple ideas or two questions in one.

Personal details like name, age, gender, occupation, monthly income and education were

asked.


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SAMPLING DESIGN:

After deciding on the research approach and instruments, the sampling plan was

designed. This called for three decisions:

Sampling Unit:

Who should be surveyed? The sampling units were some Pharma companies and

other companies in Ahmedabad which were suggested by company Guide

Sample Size:

How many people should be surveyed? Large samples give more reliable results,

but its not necessary to sample the entire target population to achieve reliable results. So

40 were targeted to be surveyed from the entire population.

Sampling Procedure:

How should the respondents be chosen? Nonprobability samples were selected. In

that Convenience sample was selected in which the most accessible population members

were selected for getting response.

Type of Research: Descriptive

Contact Method:

Now it was decided how to contact the subjects. There are mainly four contact

methods. But here in person contact method was chosen for getting responses.

Personal Interview:

Personal interviewing is the most versatile method. More questions could be

asked and recording of additional observations about the respondent were recorded. In-

home survey was done to get response from friends, relatives and Neighbours.\


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DATA COLLECTION

Collect the Information:

This stage included collecting questionnaires from the respondents. The data

collection phase of marketing research is generally the most prone to error as some

respondents could give answers which were biased or dishonest because of unknown

reasons. Some respondents refused to cooperate.

Analyze the information:

The next step in the process was to extract findings by tabulating the data and

developing frequency distributions. Statistical techniques like average, percentage were

used to analyze the information.

Present the findings:

The findings were presented in graphical manner with the outcomes by using

graphs, charts, tables, etc. Interpretation was done after presenting them in a graphical

manner. Conclusions were drawn on the basis of the findings. Research findings are

presented in as understandable and compelling a fashion as possible.

Recommendations and Suggestions:

Recommendations and Suggestions were given on the basis of the research

findings.


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About topic

Terms :-

BRAND

The word Brand owes its origin to the Norwegian word brand which means to burn. Farmers

used to put some identification mark on the body of the livestock to distinguish their possession.

Products are what companies make, but customers buy brands. Therefore marketers resorted to

branding in order to distinguish their offerings from similar products and services provided by

their competitors. Additionally, it carries an inherent assurance to the customers that the quality

of a purchase will be similar to earlier purchases of the same brand.

A brand is a name, term, sign, symbol or design or a combination of one seller or a group of

sellers and to differentiate them from those of competitors.


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BRANDING

Branding is a process, a tool, a strategy and an orientation.

Branding is the process by which a marketer tries to build long term relationship with the

customers by learning their needs and wants so that the offering (brand) could satisfy their

mutual aspirations.

Branding can be used as a differentiation strategy when the product cannot be easily

distinguished in terms of tangible features (which invariably happens in case of many services,

durables etc.) or in products which are perceived as a commodity (e.g. cement, fertilizers, salt,

potato chips etc.).

Brand building is a conscious customer satisfaction orientation process. The brand owner tries to

retain customers to its fold over their competitors by a mix of hardware software because when a

customer feels satisfied he /she develop a kind of loyalty for the same.


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Brand Loyalty

Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from

another brand which he does not trust. It is measured through methods like word of mouth

publicity, repetitive buying, price sensitivity, commitment, brand trust, customer satisfaction, etc.

Brand loyalty is the extent to which a consumer constantly buys the same brand within a product

category. The consumers remain loyal to a specific brand as long as it is available. They do not

buy from other suppliers within the product category. Brand loyalty exists when the consumer

feels that the brand consists of right product characteristics and quality at right price. Even if the

other brands are available at cheaper price or superior quality, the brand loyal consumer will

stick to his brand.

Brand loyal consumers are the foundation of an organization. Greater loyalty levels lead to less

marketing expenditure because the brand loyal customers promote the brand positively. Also, it

acts as a means of launching and introducing more products that are targeted at same customers

at less expenditure. It also restrains new competitors in the market. Brand loyalty is a key

component of brand equity.

Brand loyalty can be developed through various measures such as quick service, ensuring quality

products, continuous improvement, wide distribution network, etc. When consumers are brandloyal they love you for being you, and they will minutely consider any other alternative

brand as a replacement. Examples of brand loyalty can be seen in US where true Apple

customers have the brand's logo tattooed onto their bodies. Similarly in Finland, Nokia

customers remained loyal to Nokia because they admired the design of the handsets or because

of user- friendly menu system used by Nokia phones.

Brand loyalty can be defined as relative possibility of customer shifting to another brand in case

there is a change in products features, price or quality. As brand loyalty increases, customers

will respond less to competitive moves and actions. Brand loyal customers remain committed to

the brand, are willing to pay higher price for that brand, and will promote their brand always.


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Brand Equity - Meaning and Measuring Brand Equity

Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined

as the differential impact of brand knowledge on consumers response to the Brand Marketing.

Brand Equity exists as a function of consumer choice in the market place. The concept of Brand

Equity comes into existence when consumer makes a choice of a product or a service. It occurs

when the consumer is familiar with the brand and holds some favourable positive strong and

distinctive brand associations in the memory.

Brand Equity can be determined by measuring:

Returns to the Share-Holders.

Evaluating the Brand Image for various parameters that are considered significant.

Evaluating the Brands earning potential in long run.

By evaluating the increased volume of sales created by the brand compared to other

brands in the same class.

The price premium charged by the brand over non-branded products.

From the prices of the shares that an organization commands in the market (specifically if

the brand name is identical to the corporate name or the consumers can easily co-relate the

performance of all the individual brands of the organization with the organizational financial

performance.

OR, An amalgamation of all the above methods.

Factors contributing to Brand Equity

1. Brand Awareness

2. Brand Associations

3. Brand Loyalty


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Brand Management Challenges in Changing Times

Last few decades have changed our world beyond recognition. There has been unprecedented

progress in all spheres of life. Technology and scientific advancement has played major role

affecting all parts of the economy, politics as well as markets. With globalization and opening of

markets we see a sea of changing in the way business is conducted and organizations are

structured. Global and open markets have changed the structure of consumer economy. The

financial mechanisms that aid in trade and consumer buying too have impacted the consumers

buying habits. Online trading and buying, online payments, mobile banking etc have empowered

the customers to make their choices and buying decisions at their discretion.

Marketers job has always been very challenging,but the complexities that they face in the

market today are different from the earlier times. With markets opening up the competition from

Me Too brands have increased considerably. Brands face competition from local brands as well

as foreign brands and generic products as well. With brand logo and image being central to

brand, the brand logo, color and image or design hold the key to the brand image as perceived

and recalled by the consumers. Good brand management calls for strengthening and re-affirming

this brand image association with the consumers at all times. Any slight change in the brand

image be it the color, logo or image, the consumer loyalty gets affected resulting in change of

buying decision by the consumer. As the consumer perceives an image and associates a pleasant

or unpleasant experience with a particular brand, the consumer perception management is a very

important part of brand management. With the changes in the technology and lifestyle, the

expectations of the consumers with reference to the brand image too changes. Consumers are

likely to expect trendy, stylish and modern brand images that go with the current trends rather

than an outdated logo that is perceived to be old fashioned. While the brand logos and image

have to be modified to suit the latest trends and reach out to the customer, the logos have to

retain elements of the old brand components mainly of colors, image etc in modified but familiar

pattern so that the consumers continue to recognize and recall the old brand familiarity and

image.


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Analysis of survey

Fasttrack H.R. Services Pvt Ltd Brand awareness and Brand Equity

I have designed the interview questions to investigate how much are the companies aware of

brand name of fasttrack HR services Pvt Ltd and measure brand equity and to find out what

customer perceive for Brand of fasttrack HR services pvt ltd Different questions were asked to

understand their process . I have taken 5 other consultancy firms to compare with. We will

present the results from the questions one by one below:


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1)How much familiar the surveyed companies are with the Brand of Fasttrack HR

services Pvt Ltd ?

extremly familiar 17 47.50%

very familiar 6 10%

moderatly familiar 8 30%

slightly familiar 4 12.50%

not at all familiar 5 0%

As per the above diagram we can see that out of 40 companies surveyed 17 companies are

extremely familiar with the fasttrack brand in consultancy services, 6 companies are very

familiar, 8 companies are moderately familiar, 4 companies are slightly familiar while 5

companies are not at all familiar with fasttrack.

17

6

8

4

5

extremly familiar

very familiar

moderatly familiar

slightly familiar

not at all familiar


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2) How much familiarity the surveyed companies are having with fasttrack as

compared to other brands ?

companies

never heard of

1 2 3 4 5 6

Extremely fam

7

Fasttrack H.R Services Pvt

Ltd 1 2 3 7 5 3

Universal hunt 8 3 3 1 5 12

Iberis inc 11 2 8 1 5 4

United world Consultants 14 9 1 5 2 8

Ranstand Hr consultancy 11 2 3 7 5 4

Abc consultants 7 0 0 2 3 12

In above diagram we can see that as compared to other brands fasttrack brand is having more

familiarity. And ABC consultancy also having good familiarity in the market.

1

2

3

7

5

3

19

8

3 3

1

5

12

8

11

2

8

1

5

4

6

14

9

1

5

2

8

0

11

2

3

7

5

4

77

0 0

2

3

12

15

0

2

4

6

8

10

12

14

16

18

20

never heard

of 1

2 3 4 5 6 Extremely

familiar 7

Fasttrack H.R Services Pvt

Universal hunt

Iberis inc

United world Consultants

Ranstand Hr consultancyAbc consultants


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3) How each brand is relevant to surveyed companies as compared to Fasttrack ?

Not at all relevant

1 2 3 4 5 6 extremely rel

Fasttrack 9 4 4 0 7 5

Universal hunt 10 3 3 2 4 10

Iberis inc 11 3 7 7 7 1

United world consultancy 5 5 2 10 5 11

Ranstand Hr consultancy 8 2 4 3 6 11

Abc cosultancy 7 1 1 3 4 6

In above diagram we can see that ABC consultancy is having more relevancy in the market as

compared to other brands. While fasttrack is having less relevancy than that

9

4 4

0

7

5

11

10

3 3

2

4

10

8

11

3

7 7 7

1

4

5 5

2

10

5

11

2

8

2

43

6

11

6

7

1 1

34

6

16

0

2

4

6

8

10

12

14

16

18

Not at all

relevant 1

2 3 4 5 6 extremely

relevant

Fasttrack

Universal hunt

Iberis inc

United world consultancy

Ranstand Hr consultancy

Abc cosultancy


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4) How often companies use each brand ?

Useregularly Use sometimes Have used but dont any more

NeverUsed

Fasttrack 17 4 2 0

Universal

hunt 10 18 4 7

Iberis inc 7 8 10 16

Unioted

world 4 7 8 21

Ranstand 6 11 7 16Abc 17 11 5 7

Out of 40 companies surveyed fasttrack is the highest regularly used brands.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

17

10

7 4 6

17

4

18

8

7

11

11

2

4

10

8

7

5

0

7

16

21

16

7

Never Used

Have used but dont any more

Use sometimes

Use regularly


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5) If the companies are having strong relationship with each brand?

having strong relation with brand having strong relation with brand

fasttrack 20 33%

Universal hunt 15 25%

Iberis inc 4 7%

United world consulatance 10 15%

Ranstand 8 13%

ABC 4 7%

Out of 40 companies surveyed 33 % companies were having strong relationship with fasttrack

brand. Others were asked the reason why they were not having strong relationship with fasttrackbrand the common answer was that Fasttrack sometimes fails to give Quality candidates to them

means the candidates who are sent to the clients for job are lacking in some or other way

33%

25%

7%

15%

13%7%

having strong relation with brand

fasttrack

Universal hunt

Iberis inc

United world consulatance

Ranstand

ABC


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6)How companies associate different characteristics with each brand ?

Good

database

Law

price

Fast

service

Quality of

service Good response

Fasttrack 1 1 17 8 13

Universal hunt 5 4 2 5 0

Iberis inc 2 4 7 6 5

United world 5 5 3 5 9

Ranstand hr consultancy 1 1 5 3 6

Abc consultants 10 3 7 7 3

By seeing above diagram I can say that fasttrack brand is mostly associated with fast service and

good response but the main problem is the good database and somewhat quality of candidates.

The price is also not associated with fasttrack brand because prices are also high as compared to

other brands.

0

5

10

15

20

25

30

35

40

1 5 2 5 1

10

1

4

4

5

1

317 2 7

3

5

7

8

5

6 5

3

7

13

0

59

6

3

Good response

Quality of service

Fast service

Law price

Good database


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7 ) How likely is it that the particular company recommend this brand to a friend or

a colleague ?

Not At all likely

1 2 3 4 5 6 7 8 9

Extemely lik

10

0 0 2 2 2 6 9 3 10

0% 0% 5% 5% 5% 15% 22.50% 7.50% 25%

By seeing above diagram we can say that less number of companies would choose to recommend

this brand to a friend or a colleague.

0% 0%

5% 5%5%

15%

22.50%7.50%

25%

15%Not At all likely 1

2

3

4

5

6

7

8

9

Extemely likely 10


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IMPLEMENTATIONS/ RECOMMENDATIONS

On the basis of market reading, following steps may be beneficial:

I would recommend the company that It should improve the quality of service to make

the clients brand loyal.

I would also recommend the company to gather good database


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CONCLUSION:

Working with such an organization on ground level gave a rich experience about the ground

realities of Consultancy service market. Understanding the organization and molding the novice

thoughts to their benefit is another experience. The ground level is as real and harsh side reveals

at times, when talking to a buyer really turns into an argument.

Many a times we had to deal with harsh people politely too, but diplomacy in that was a learning.

Understanding working culture and witnessing the change in system during our work period

inculcates high values of organization into us.

The study makes us conclude that, The fasttrack is having good brand awareness in Ahmedabad

but its Brand is relevant to some companies. And customer loyalty is also very less towards this

brand. So company Should take step to improve the Quality of service and brand loyalty of

customers.


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BIBLIOGRAPHY

http://www.Fasttrack Hr consultancy.com

http://www.managementstudyguide.com

http://www.google.com

http://www.wikipedia.org

www.economictimes.indiatimes.com.

Textbooks on:

Business Research Methodology9

thEdition by Cooper Donald

Marketing Management by Philip Kotler

Brand management Checklist By Brad Vanauken
http://www.google.com/http://www.wikipedia.org/http://www.wikipedia.org/http://www.google.com/


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Questionnaire on branding

Company name :

Location :

Industry :

1) How familiar are you with our brand ?

Extremely familiar

Very familiar

Moderately familiar

Slightly familiar

Not at all familiar

2) On a scale from 1(never heard) of to 7(Extremely familiar),please rate how familiar are you

with each brand

NeverHeard

of

ExtremelyFamiliar

1 2 3 4 5 6 7Fasttrack hr services pvt ltd O O O O O O O

Universal hunt O O O O O O O

Iberis inc O O O O O O O

United world consultants O O O O O O O

Ranstad hr consultancy O O O O O O O

Abc consultancy O O O O O O O


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3) On scale 1 to 7 please rate how relevant each brand is to you, by relevance we mean how

appropriate a brand is for you.

Not atAt all

relevant

ExtremelyRelevant

1 2 3 4 5 6 7

Fasttrack hr services pvt ltd O O O O O O O

Universal hunt O O O O O O O

Iberis inc O O O O O O O

United world consultants O O O O O O O

Ranstad hr consultancy O O O O O O O

Abc consultancy O O O O O O O

4) We would like to know whether or not you associate following characteristics with each

brand provided. If you never heard of a particular brand leave that box.

Having good

database

Law price Fast

service

Quality of

service

Good

response

Fasttrack hr services pvt ltd O O O O O

Universal hunt O O O O O

Iberis inc O O O O O

United world consultants O O O O ORanstad hr consultancy O O O O O

Abc consultancy O O O O O

5) Please select the statement that best describes how frequently you use service of each brand.

Use regularly Use sometimes Have used but

dont any more

Never used

Fasttrack hr services pvt ltd O O O O

Universal hunt O O O O

Iberis inc O O O O

United world consultants O O O O

Ranstad hr consultancy O O O O

Abc consultancy O O O O


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6) Please select YESor NOfor each statement depending on your feelings towards each of the

listed brands.

I have a storng

relationship with or

affinity for thisbrand

Fasttrack hr services pvt ltd O

Universal hunt O

Iberis inc O

United world consultants O

Ranstad hr consultancy O

Abc consultancy O

7)

How likely is it that you would recommend this brand to a friend or a colleague ?

Not at all

Likely

Extreme

Likely

1 2 3 4 5 6 7 8 9 10O O O O O O O O O O

8) What do you percept about our brand ?

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