Abhishek Kumar FINAL
Abhishek Kumar FINAL
Abhishek Kumar FINAL
SESSION-2018-2020
Submitted To : Submitted By :
MR. SASHIKANT DIKSHIT Abhishek Kumar
Assistant Professor Roll No-18MBA073
FMS, Name Session-2018-20
Gopal Narayan Singh University
Jamuhar, Rohtas, Bihar
GOPAL NARAYAN SINGH UNIVERSITY, JAMUHAR, BIHAR
CERTIFICATE
SASHIKANT DIKSHIT.
Project Guide
GOPAL NARAYAN SINGH UNIVERSITY, JAMUHAR, BIHAR
DECLARATION
Student Signature
Project Guide
GOPAL NARAYAN SINGH UNIVERSITY, JAMUHAR, BIHAR
ACKNOWLEDGEMENT
At the very outset, I fail to find adequate words, with limited vocabulary at my
command, to express my emotions to 'Dear God', whose eternal blessing divine
presence and masterly guidance helped me to fulfill all my goals.
I am thankful to the authority of Narnolia Securities Ltd. For providing me
DIKSHIT. for providing me opportunity, knowledge and all the vital information
on which this project report stands. The support provided to me during my project
was overwhelming and the work environment was conductive to work.
Sometimes it is not easy to express to emotions in words especially when
you have to say thanks to your parents for their constant undemanding love,
dedication, sacrifice, inspiring guidance, affectionate encouragement and never-
ending enthusiams; with this project would not have been completed successfully.
I would like to thanks many others who have been associated with work
directly or indirectly.
Abhishek Kumar
CONTENT
SR. NO. PARTICULAR PAGE NO
Chapter-1 8-23
Introduction
Objective of the Study
Case Study
What is Case Study Research Method?
What is Brand Positioning?
Types of Positioning Strategies?
How to Develop a Brand?
Brand Positioning Statement
How to Reposition Positioning
Chapter-2 Review of Literature 24-29
Chapter-3 Research Methodology 30-35
Chapter-4 Data Analysis & Interpretation 36-50
Chapter-5 Finding & Conclusion 51-53
Questionnaire
Bibliography
Executive Summary
This paper presents a systematic review of marketing research on the burgeoning new area of
“marketing analytics” and considers the importance of marketing analytics for marketing
research and practice. This project contributes to the marketing literature with a systematic
review of studies and findings on marketing analytics, which allow for further recommendations.
We identify the central themes and concepts related to marketing analytics present in marketing
research and provide a comparison between the focus of marketing research, practice, and
academics regarding this topic. The study also provides practitioners with a summary of the
current findings and a more natural way to translate and apply theoretical findings in practice.
Academics can also use these results in the classroom to promote and demonstrate the
importance and benefits of marketing analytics.
Marketing researchers have noted that marketing science and practice are going through
an analytics disruption, considering the explosion of data, the emergence of digital marketing,
social media, and marketing analytics. A crossroads is also underlined in efect measurement, big
data, and online/ofine integration, as scholars have pointed to challenging in integrating big and
small data and marketing analytics into marketing decision While big data, marketing analytics,
and data mining seem to be here to stay in marketing (Jobs et al. 2016), businesses consider data
analysis a particularly critical challenge (Verhoef et al. 2016). Marketing analytics play a central
role under these circumstances, considering the needs for adequate metrics and analytical
methods to improve datadriven marketing operations and decision making (Wedel and Kannan
2016). As studies have concluded, businesses can achieve favorable and sustainable performance
outcomes through the higher use of marketing analytics (Germann et al. 2013).
The purpose of this research is to analyze the current state of research in marketing
analytics and assess the central study themes, topics of interest, fndings, as well as methods of
analysis employed. We also have as objective to evaluate the use of marketing analytics in
marketing research practice and compare the real-world interests with those of academics in
published studies, as well as in university courses. This article contributes to the marketing
literature with a systematic review of studies and fndings on marketing analytics, which allow
for further recommendations. We begin by describing the historical setting, and then we present
the results of a comprehensive literature review of marketing journals, comparing co-occurrences
of words found in academic research with those inclusive of marketing research frms to represent
the practitioner point of view, as well as to business schools to refect the current status of
education and MBA training. We then conclude with recommendations for acade
CHAPTER-ONE
Introduction
Objective of the Study
Case Study
What is Case Study Research Method?
What is Brand Positioning?
Types of Positioning Strategies?
How to Develop a Brand?
Brand Positioning Statement
How to Reposition Positioning
CHAPTER 1
INTRODUCTION
The aim of this thesis is to study in detail about Brand Positioning, its
types, various positioning strategies and its effect on the success of
the companies. We aim to study the various case studies done on
brand positioning strategies done in service industry and to further
evaluate the success achieved or the change in the brands image on
application of the strategies.
Objectives:
To find out how big brands have positioned themselves.
To study different case studies done on brand positioning of
service industry.
To find out does brand positioning has really helped the
companies to gain attention of their customers.
Case Study:
A rigorous investigation of an individual unit like a person, group, or
event which are important developmental factors in relative to
context is a case study. A published report regarding a person, group,
or situation that has been considered over time; it can also be a
circumstance in real life that can be studied or looked at to learn
about something. Thomas proffers the subsequent description of case
study: "Case studies are analyses of events, persons, periods,
decisions, projects, institutions, policies, or other systems that are
studied as a whole by one or more methods. The case that is the
subject of the investigation will be an instance of a class of
phenomenon that provides an analytical frame — an object — within
which the study is carried out and which the case illuminates and
explicates."
Case Study-History:
In the year 1829 Frederic Le Play 1 st introduced case-study method
into social science as a maiden hand to information within the
researches of the budgets of family. Further the sociologists Barney
Glaser and Anselm Strauss developed the usage of case researches
and studies for the formation of innovative social sciences theories
and they presented their case study method which was theory of
Grounded year was 1967.
The repute of case study method in the hypotheses and its testing has
gained importance merely in latest years. Case studies method has
been gaining attractiveness in education and in meticulous
educational evaluation.
Case studies are being utilized as a teaching method,
especially in business and legal education and as part of professional
development. Example: the problem-based learning (PBL)
movement. When used in professional development and education,
case research studies are frequently acknowledged to as significant
situations.
Ethnography is explanation, understanding, and analysis of a
culture or social group, through field research in the normal
environment of the group being studied. In ethnographic research the
main method of research is through surveillance where the researcher
observes the participants over a comprehensive period of time within
the participants own environment. Ethnography is an example of a
type of case study, usually found in communication case studies.
The faculties right away understood that textbooks were not
there which were appropriate to the graduate business program this
was initially when first the school started i.e. Harvard Business
School. Cases are normally developed in the classroom prior to its
publication and are written by the faculty of business school those
have in their mind precise objectives of learning. Their first
interviewed most important business men and then wrote
comprehensive accounts of the intentions of these managers which
they were planning to take this was their way out to the problem.
Additional relevant documentation (such as time-lines, financial
statements, and short biographies, often passed on to in the case as
"exhibits"), multimedia supplements (such as video-recordings of
interviews with the case central character), and a carefully expertise
teaching note often go along with cases.
What is Case Study Research Method?
According to researcher Robert K. Yin the case study research
method is an empirical inquiry that investigates a contemporary
phenomenon within its real-life context; when the boundaries stuck
between phenomenon and context are not clearly evident; and in
which manifold sources of evidence are used. [11]
For numerous years transversely researchers have been using
the research method known as case study method of research in an
array of areas. Case studies research method of research stands out at
carrying us to an thoughtful knowledge of a difficult situation or
object and which can enlarge knowledge or include power to known
what was previously known during preceding study or research. Case
study highlights thorough background investigation of a restricted
figure of actions or circumstances and the associations. Social
scientists, specifically, have prepared broad application of this
method of research which is qualitative to examine existing original
situations and give the basics for the execution of ideas and
additional room of methods.
Many renowned researchers of case study such as Robert E.
Stake, Helen Simons, and Robert K. Yin have written about case
study research and recommended techniques for organizing and
carrying out the research successfully. This introduction to case study
research suggests six steps that should be used and portrays upon
their work: [
First Establish and then define the research questions
First Select the cases and then decide data gathering and then analysis
techniques
Then Organize to collect the data
Later Gather data in the field and
Then Calculate and then examine the data and
Make the report
A case study rather than giving merely statistical survey gives more
practical responses is often debated.
What is Brand Positioning:
Well Brand positioning refers to “target consumer’s” reason to
buy your brand in preference to others. It makes sure that all brand
activity has a universal aim; is guided, directed, and delivered by the
brand’s benefits/reasons to buy; and it emphasises at all points of
contact with the customer.
Any Brand positioning must make sure these points:
It is the proposition validated with original products, unique
and appropriate.
It is unique and distinctive in comparison to competitors.
It is appropriate to all major geographic markets and
businesses.
It is able to maintain and increase the organization.
It is sustainable - can it be delivered continuously across all
points of contact with the customer.
It is important and encouraging to the niche market.
It is helpful for organization to achieve its financial
objectives.
Positioning desires that customers judge and do analysis of products
in the open market, which should be supported by features of the
merchandise itself like manifold uses, quality, etc., and others like
price also packaging and also image this is a significant concept in
positioning. What everyone should and will concur on is that in the
minds of the target market the perception which takes place is called
Positioning. In the nutshell it is the altogether perception in the minds
of the market has of a specific corporation, product or service which
is in comparison to their mindset of the opponents in the same field.
Usually, the brand positioning process involves:
Recognizing the business's direct competition that could include
players that offer your service amongst a larger collection of
solutions.
Generating a positioning statement with key messages, and customer
value propositions to be used for communications growth across the
organization
Thoughtful of how each competitor is positioning their business in
the present day, e.g. asserting to be the cheapest, most fast, very large
and the no. 1 supplier, etc.
Noting down as of today’s positioning of the supplier's exists that
might not remain if business is started up.
To recognize feasible areas for discrimination the company evaluates
its position with its competitors'
This can be done by making a distinguishing, making a distinction
and value-based positioning ideas.
Types of Positioning Strategies:
1. By Product Attributes and Benefits: It consists of associating an
object with a service characteristic or customer benefit.
2. By Price and Quality: There are certain service categories where
high price is automatically associated with high quality, or where
low price is often considered to be equal with inferior quality.
3. By Use and Application: Associating the service with a specific
use.
4. By Service Class: Some brands need to compete against services
of similar class.
5. By Service user: Strategy of associating the service with a
particular type or class of user.
6. By Competitor: It is a Positioning strategy which consists of
making customers think that your brand is better than, or as good
as the competitors.
7. By Cultural Symbols: This Positioning strategy consist of
identifying something that is very meaningful to people.
Types of Positioning Errors:
Over Positioning – In this situation in which the consumers have too
limited an awareness of the brand. That is, giving customers too
slender a picture of the company. Thus a customer might think that
the Steuben glass company manufactures only fine art glasses costing
800 and up, when it also manufacture affordable fine glasses starting
at around 40.
Under Positioning – In this situation in which the consumer’s have a
blurred and unclear idea of the brand. That is, failing to position the
company at all another entry levels in the market for example Vanilla
Coke, Diet Pepsi.
Doubtful Positioning: Consumers find hard to believe the brand
claims in view of service features, price, and manufacturers like
VLCC’s slimming services.
Confused Positioning: Leaving customers with a confused image of
the company.
Company making too many claims, for example Next Computers.
How to Develop a Brand?
To DEVELOP A CLEAR BRAND DEFINITION 3 ESSENTIAL
COMPONENTS are:
Understand parameters of significance – What your brand is all about
and what it is not (limits to which you can broaden your brand further
than its core meaning without compromising its credibility)
Clear vision – Why are you in business? Where are you going? (3M:
to give solution to unsolved problems innovatively)
Brief meaning – What your brand stands for to the marketplace
Some Examples – Disney have a clear vision – to make people
happy; Microsoft have a clear vision – a computer on every desk in
each home.
Brand Positioning: Brand positioning comprises of Brand domain,
values, reflection, personality, assets, and heritage. Fig [1]
Brand Positioning Statement
A one or two sentence announcement that converses your brand’s
exclusive value to your consumers in relation to your main
competitors is a positioning statement.
In Crossing the Chasm, Geoffrey Moore offers one way of creating a
positioning statement: For a target consumer who has a statement of
the necessity or chance, the name of the service is a category of
service that is statement of most important benefits; also called
forceful grounds to believe. Unlike, the key distinctive alternative
of our service which will be the statement of key difference.
However, there is a more simplified structure for formulating a Brand
Positioning Statement in the following section.
Now let us learn how to make a Brand Positioning Statement
Four important elements of an exclusive positioning statement are:
Brand guarantee: What is the most convincing (emotional/rational)
advantage to your target consumers that your brand can own
comparative to your competition?
Market description: What group is your brand competing in and in
what framework does your brand have significance to your
consumers?
Target consumer: What is a brief summary of the demographic and
attitudinal explanation of the target group of consumers your brand is
emphasizing to appeal to and pull towards you?
Reason to trust: What is the most convincing evidence that your
brand conveys on its brand assurance?
After considerately answering these four questions, you can create
your positioning statement:
For [target consumers], [corporation name] is the [market
description] that delivers [brand pledge] because only [corporation
name] is [reason to trust].
Two Examples of Positioning Statements
The positioning statement used by Amazon.com in 2001 as a result of
which it almost exclusively sold books:
For World Wide Web clients who enjoy books, Amazon.com is a
retail bookseller that provides immediate admittance to over 1.1
million books. Unlike conventional book retailers, Amazon.com
grants a mixture of extraordinary handiness, low prices, and wide-
ranging selection.
When it started its business in 2000 Zipcar.com used the subsequent
positioning statement:
You save money while dropping your carbon footprint. To urban-
dwelling, knowledgeable techno-savvy customers, when you make
use of Zip car car-sharing service as an alternative of owning a car.
Thus we can conclude that positioning statement is perhaps the most
significant sentence in a marketing plan. It brings spotlight to the
making of a marketing strategy and the marketing plan and
procedures supporting that strategy. While a positioning statement
can come out quite simple, the making of a positioning statement
requires significant thought and effort. That effort is compensated
when the strategy and plan seem to surge effortlessly from that one
important sentence.
Pictorial display of brand to brand positioning:
Brand
Positioning Statement
CHAPTER-THREE
Defining Research Objective
Developing Research Plan
Research Approach
Research Instrument:
Questionnaires Are Of Two Types
CHAPTER 3
Research Methodology
Research Methodology is way to systematically solve the research
problem. In it we study the various steps that are generally
adopted by a researcher in studying his research problem along
with logic behind them .We also need to understand the
assumption underlying various techniques and procedures will be
applicable to certain problems and other will not. So it is
necessary for us to design methodology for the problem as it
differs from problem. So research methodology is not only
method research but also logic behind the methods we use in
context of our research study and explain why we are using a
particular method or technique and why we are not using others
so that research results are capable of being evaluated.
Marketing research is the systematic design, collection,
analysis and reporting of data and findings relevant to specific
marketing situation facing the company. An effective marketing
research involves following five steps in a sequential manner.
Defining the research objective
Developing research plan
Collecting the information
Analyze the information
Present the findings
DEFINING RESEARCH OBJECTIVE
Objective is the main theme of in which is my job is based.
Research is a good planning of facilities and welfare measure of
procedure to Telecommunication Sector compete in the
market. The objective of the project should be very precise; it
should neither be very broad nor be very narrow.
2. RESEARCH APPROACH:-
Primary data can be collected in several different ways these
methods of collecting primary data are called research
approaches. Research approaches are of following types:-
Observational research
Focus group research
Survey research
Experimental research
Behavioral data research
For this project the survey research method was adopted, and a
survey was conducted in which employees were interviewed to
know how far employees are satisfied of Telecommunication
Sector compete in the market.
RESEARCH INSTRUMENT:
The two main research instruments in collecting primary data are:
A. Personnel Interview
B. Questionnaire
Personnel Interview:
It is one of the important sources to collect primary data.
Through personnel interview interviewer can ask question
according to Telecommunication Sector compete in the market
research requirement. Data which is collect by personnel
interview is more reliable than other sources.
Questionnaire:
Questionnaires consist of a set of questions presented to the
respondent for their answer. Because of its flexibility the
questionnaire is by far the most common instrument used to
gather primary data. Questionnaire needs to be carefully
developed and tested before they are actually used on a large
scale.
CHAPTER-FOUR
Data Analysis &
Interpretation
CHAPTER-4
DATA ANALYSIS & INTERPRETATION
India's third biggest mobile operator is none other than Idea Cellular. Due to its unique
positioning and distinguished branding campaigns, Idea is one of the most renowned
brands in its category. [72] Fig [5]
Sobhit Khare, one of the telecom analyst said, "Idea Cellular maintains to have one of the
finest balance sheets in the industry and is the only corporation that is making free cash
flows after regulating for expenses on capex". He features this to the Idea's top
management, financial conservatism.
"The corporation never went to the extremes’ in capex in new circles and was
conventional while bidding for 3G spectrum in 2010. It left out Delhi and Mumbai,
focusing in its place on cheaper circles. So its influence never went to alarming levels,"
says Khare.
Idea's whole investment in 3G spectrum was Rs 5,800 crore, which is less than half that of
Bharti Airtel (Rs 12,300 crore) and Vodafone (Rs 11,600 crore). But Idea got hit for its jump.
Data revenues currently account for 9 per cent of its sum of mobile revenues - the
same as Bharti Airtel. Beginning as a regional operator, Idea extended gradually and
captured market share from competitors. It is currently the third largest operator with its
Revenue Market Share (RMS) of 16.2 per cent, in comparison to 9 per cent at the time of
its preliminary public offer in 2007. Idea is also the largest beneficiary of mobile number
portability (MNP), with almost a quarter of most subscribers adopting MNP having
selected Idea over others. [72]
Vodafone’s Growth:
Financial Data On this graph we can see a positive growth of a revenue percentage for
four quarters of the year. [73] Fig [6]
Reliance Communications Growth:
The total Code Division Multiple Access (CDMA) Subscriber Base reached 73.37
million during in the month of Feb09 as in opposition to 67.39 million at the end of
March 2008. The yearly growth of 8.39% was seen during the period March 08 to Feb
09. Reliance remains the largest Code Division Multiple Access (CDMA) mobile
operator with 57% market share and is followed by Tata Teleservices with 33% market
share and BSNL with subscriber base of 6% market share. BSNL in Kolkata & Punjab
reported negative growth. [75] Fig [8]
Aircel Company’s Standing: [76] Fig [9]
Fig [10]
HDFC’s Growth:
With its plans of repeated growth of digital channel services and the corporeal channel
network, and its contribution of all products in all branches, the bank is making sure that
it is capable to optimize its sharing network. And with technology incorporation at the
backend coupled with digital enablement of processes, the bank expects to achieve
noteworthy consumer centricity to uphold its competitive edge even with the rising new
players in the industry.
“HDFC Bank will carry on being at the forefront of the curve in using technology in the
Indian market. We mean to use technology as a distinguished for consumer experience
and to substantially decrease costs,” said Zaveri. [44]
Please mention
your
occupation
Answer:
Your annual income range?
No Income Up to 50000
50 to 1 lakh 1 to 3 lakh
3 to 6 lakh 6 to 9 lakh
Above 9 lakh
rd
3. 3 party internet marketing service is more suitable than company
running internet marketing campaign on its own.
Strongly agree Agree
Agree to some extent Undecided
Disagree to some extent Disagree
Strongly disagree
4. Irrespective of product / service internet marketing is useful
Strongly agree Agree
Agree to some extent Undecided
Disagree to some extent Disagree
Strongly disagree
rd
18. 3 party internet marketing agencies are more suitable than direct
marketing done by the company itself.
Strongly agree Agree
Agree to some extent Undecided
Disagree to some extent Disagree
Strongly disagree
rd
19. Many of 3 party internet marketing provide only junk traffic which
has a negative impact on the growth of internet marketing
Strongly agree Agree
Agree to some extent Undecided
Disagree to some extent Disagree
Strongly disagree
rd
20. 3 party agency will only generate better revenue than the direct
internet marketing by company.
Strongly agree Agree
Agree to some extent Undecided
Disagree to some extent Disagree
Strongly disagree
22. More one friendly, better key word matches will drive the future of
search engine marketing
Strongly agree Agree
Agree to some extent Undecided
Disagree to some extent Disagree
Strongly disagree
BIBLIOGRAPHY