Presented by: Nagaveni G 101GCMA083

The value of the brand is the amount that a brand is worth in terms of income, potential income, reputation, prestige, and market value. To evaluate the brand value of any company can be done using Brand Asset Valuator model. The group tested the brand on the four aspects such as Knowledge Esteem Relevance Differentiation

Telecommunications industry deals with the activities and services of electronic systems for transmitting messages through cables, telephone, radio or television. Airtel comes from Bharti Airtel Limited, Indias largest integrated and the first private telecom services provider, headed by Sunil Mittal with a footprint in all the 23 telecom circles. They offer fixed line services and broadband services. Airtel has a total of 67,425,935 or 32.81% of the total 205,460,762 GSM mobile connections in India till May 2008.

Statement of the problem:

The study aims at measuring the value of the brand and enhancing the marketing decision-making process by evaluating a brand within the entire world of brands and providing a deeper understanding of consumer behavior in terms of Brand Asset Valuator model dimensions i.e., Knowledge, Relevance, Esteem and Differentiation.

Need for the study:

To understand about the consumer perception about the Airtel brand among various other brands, the Brands growth potential and how well the brand is known and respected can be analyzed easily through the study.

To know the value of the brand in terms of attributes such as- Brand Image and Brand Identity. To measure the current strength of the brand, projecting the brands future value. To analyze the brands current stature that is current power of the brand. To identify the Unique Selling Point of the brand Airtel. To understand the level of customer satisfaction towards the brand Airtel.

Scope of the study:

The study focus on success of utilizing 7ps of marketing mix, Advertising, publicity and promotional strategies of marketing. It also focuses on brand building strategies, techniques of Segmentation, Targeting and Positioning and the four pillars of Brand Asset Valuator model.

Research methodology:

Type of research- Descriptive research that includes surveys and fact-finding enquiries of different kinds.

Sampling design:

Sampling method- Convenience sampling method. The population- Mobile users in particular areas of Jayanagar and Malleshwaram, Bangalore. Sample size- 100 respondents.

Sources of data:

Primary source- The data will be collected by any one or more of the following ways: By observation. Through personal interview. Through telephone interview. By mailing of questionnaires.

Secondary source: The secondary data for the study will be collected from official website of the company, reference books, journals, posters, etc.

Tools and techniques of data collection:

The data will be collected with the help of Structured Questionnaire which aim at eliciting responses from the respondents. The technique of data collection- Quantitative data collection method which administers surveys with closed-ended questions (e.g., face to face and telephone interviews, questionnaire etc.)

Plan of analysis:

Classification of data will be done in the form of tables. Analysis work after tabulation will be based on the computation of percentage using Weighted Average percentage method. The statistical technique that will be used in the study is Rating scale.

Limitations of the study: The study is limited to the people of Bangalore region and survey may not hold good to other part of the country. The information provided by the respondents may not be authentic. There will be a chance of personal bias of respondents which affects the original data. The study is limited to time and geographical constraints.

Thank you