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Brand Building & Market Penetration Strategies

The document summarizes a presentation on brand building and market penetration. The objectives of the study were to promote the brand, achieve a target of 25 new English version subscriptions per month, and fulfill partial requirements of a business program. Research methods included cold calling, reference calling, viral calling, and one-on-one calls. Field work over four weeks in Ahmedabad achieved 33 new subscriptions of the target 37. Suggestions included improving positioning, resolving vendor conflicts, standardizing pricing, adding a Sunday edition, and increasing recruitment ads.

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Sunil Pillai
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131 views14 pages

Brand Building & Market Penetration Strategies

The document summarizes a presentation on brand building and market penetration. The objectives of the study were to promote the brand, achieve a target of 25 new English version subscriptions per month, and fulfill partial requirements of a business program. Research methods included cold calling, reference calling, viral calling, and one-on-one calls. Field work over four weeks in Ahmedabad achieved 33 new subscriptions of the target 37. Suggestions included improving positioning, resolving vendor conflicts, standardizing pricing, adding a Sunday edition, and increasing recruitment ads.

Uploaded by

Sunil Pillai
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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A

PRESENTATION
ON
‘BRAND BUILDING AND MARKET
PENETRATION’
BY
yuvraj shreemal
Rationale of study
 Interest in marketing field
 Wanted to get practical information
about corporate world & to know
polices & strategies of companies
to capture mass units of consumers
Objective of study
 Promotion of the brand

 To achieve the Target (25 new subscription

in a month of English Version )

 To fulfill the Partial requirement of PGPM

program
Expected Contribution
 Increase the sales volume of the organization
 It may provide guideline for new researcher
 By my field work people became aware about
the product (Brand Building)
Research Methodology

Type of Research
 Descriptive type
Method of Research
1. Cold calling
2. References calling
3. Viral calling
4. One to one telephony
Sources of data
 Primary & Secondary sources

Instruments for data collection


 Face to face meeting,
 Telephone,
 Internet &
 Books
Time Taken
 One week for knowledge about
organization & product information
 Four weeks for Research & Field work
 One week for Project preparation
Field Work
 Four weeks at Ahmedabad in field work
Total Target-37 new subscription
Target Achieved- 33 subscription
Limitations
 Language
 External factors
 Brand loyalty
Findings
 Financial strength of organization is not
good as compared to the competitors
such as Economic Times and Financial
Express
 Service is not good enough ( Vendor )
 Not able too Retain the customer
 Not providing Sunday edition
Suggestions
 Build proper positioning in the minds of the
readers
 Resolve the inter conflicts with Vendors
 Make same pricing policies for all
 Start Sunday edition also
 Also increase the number of Recruitment
Advertisements
Positioning
 Financial
Market Business Standard
segmentation (segmenting
Express High
on what
Business Line
basis) Times
Economic
 Target marketing (which class should be Q
target) u
a
 Product differentiation (How it can be l
different) i
 Consumer benefit (What they have in it) t
y
 Brand image (overall image minds of
readers)
High Price Low
Thanks!

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