25-08-2012, 03:30 PM
A PROJECT REPORT ON BRAND IMAGES
BRAND IMAGE.docx (Size: 217.95 KB / Downloads: 125)
NEED OF THE STUDY:
The study centered to take strategic decisions in support of Bajaj auto in the field of marketing. The main need of this study is to ascertain various methods to increase the sales volume of the concern. The method includes regular product information to the buyers, creating a brand position in the market and taking measures to make the brand remain in its position. One of the important aspects of this study is also to increase the market segment for the products.
PROVIDER-DRIVEN IMAGE
This is the image driven from the company/brand. The brand is what it is because of the company makes it.
PRODUCT DRIVEN IMAGE
This image is result of the product performance. This in turn depends on its ingredients. Santoor toilet soap promises skin care through it contents - sandal wood and turmeric.
USER – DRIVEN IMAGE
This image is driven by the lifestyle of the user. A particular lifestyle is south to be projected through a product. This is done through user-imagery. “
INDUSTRY PROFILE
AUTOMOTIVE INDUSTRY IN INDIA
The Automotive industry in India is one of the largest in the world and one of the fastest growing globally. India is manufacturing over 11 million 2 and 4-wheeled vehicles and exporting about 1.5 million every year. It is the world's second largest manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009. India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 2.6 million units in 2009.
As of 2009, India is home to 40 million passenger vehicles and more than 1.5 million autos were sold in India in 2009 (an increase of 26%), making the country the second fastest growing automobile market in the world. By 2050, the country is expected to top the world in auto volumes with approximately 611 million vehicles on the nation's roads. A major chunk of India's auto manufacturing industry is based in and around the city of Chennai (also known as "Detroit of India"),with the Indian city accounting for 60 per cent of the country's automotive exports. Chakan corridor near Pune.
HISTORY
Following economic liberalization in India in 1991, the Indian automotive industry has demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions. Several Indian automobile manufacturers such as Tata Motors, Mahindra and Mahindra, expanded their domestic and international operations. India's robust economic growth led to the further expansion of its domestic automobile market which attracted significant India-specific investment by multinational automobile manufacturers. In February 2009, monthly sales of passenger autos in India exceeded 100,000 units.
In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the first automobile to run on roads. This automobile, in fact, was a self-powered, three-wheeled, military tractor that made the use of a steam engine. The range of the automobile, however, was very brief and at the most, it could only run at a stretch for fifteen minutes. In addition, these automobiles were not fit for the roads as the steam engines made them very heavy and large, and required ample starting time. Oliver Evans was the first to design a steam engine driven automobileintheU.S.
Automobile Industry Trends
In keeping with the Automobile Industry Trends, the leading automobile manufacturers are turning to the Asian markets that appear set to grow immensely over the next decade. The automobile markets in the U.S., Europe and the Japan have almost matured as a result of saturation and appear set to decline through the next decade. In contrast, the automobile markets spread over the entire Asian continent (with the exception of Japan), are constantly increasing in size and will be the destination for most of the globally leading automobile manufacturers.
The Automobile Industry Trends reveal that the emerging markets of the developing nations of Asia especially China, and India are backed by their huge population growth rate, to add to the growing national economy of these two nations.