Madhu Ifb Full Project 12-04-12

A study on Employees Role in Building Brand Image at IFB Apl
INDUSTRY PROFILE
The Automobile industry in India is one of the largest in the world and one of the fastest growing globally. India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 3.7 million units in 2010. According to recent reports, India is set to overtake Brazil to become the sixth largest passenger vehicle producer in the world, growing 1618 per cent to sell around three million units in the course of 2011-12. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand. As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second fastest growing automobile market in the world. According to the Society of Indian Automobile Manufacturers, annual vehicle sales are projected to increase to 5 million by 2015 and more than 9 million by 2020. By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads. The Indian Automobile Industry manufactures over 11 million vehicles and exports about 1.5 million each year. The dominant products of the industry are two wheelers with a market share of over 75% and passenger cars with a market share of about 16% Commercial vehicles and three wheelers share about 9% of the market between them. About 91% of the vehicles sold are used by households and only about 9% for commercial purposes. The industry has a turnover of more than USD $35 billion and provides direct and indirect employment to over 13 million people. The supply chain is similar to the supply chain of the automotive industry in Europe and America. The majority of India's car manufacturing industry is based around three clusters in the south, west and north. The southern cluster near Chennai is the biggest with 35% of the revenue share. The western hub near Maharashtra is 33% of the market. The northern cluster is primarily Haryana with 32%. Chennai, is also referred to as the "Detroit of India" with the India operations of Ford, Hyundai, Renault
GCEM, Department of Management Studies
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and Nissan headquartered in the city and BMW having an assembly plant on the outskirts. Chennai accounts for 60% of the country's automotive exports. Gurgaon and Manesar in Haryana form the northern cluster where the country's largest car manufacturer, Maruti Suzuki, is based. The Chakan corridor near Pune, Maharashtra is the western cluster with companies like General Motors, Volkswagen, Skoda, Mahindra and Mahindra, Tata Motors, Mercedes Benz, Land Rover, Fiat and Force Motors having assembly plants in the area. Aurangabad with Audi, Skoda and Volkswagen also forms part of the western cluster. Another emerging cluster is in the state of Gujarat with manufacturing facility of General Motors in Halol and further planned for Tata Nano at Sanand. Ford, Maruti Suzuki and Peugeot-Citroen plants are also set to come up in Gujarat. Present Scenario and GDP of Indian Automobile Industry At present time, Indian automobile industry is making a major contribution in increasing the country's GDP by 9% every year. New heights have been scaled by the industry in the year 2010. In January 2010, total automobile sales in the domestic market reached 1114157 units, the figures shows an increment of 44.9% compared to the sales units of 7,68,698 of same period last year. Even for the month of AprilOctober after a gap of 11 years, total automobile sales in India stood at 1,120,081 Units. Annually, the Indian automobile industry is growing at an average rate of 30% and marking itself as one of the fastest growing industries in India Background of Automobile Industry The automobiles industry for many years operated in a seller's market. In such a scenario the manufacturer could offer outdated models and also raise prices at will. Little or no attempt was made to control costs or to offer new products. Lack of innovation restricted the consumers options to the models offered by these companies. The number of manufacturers (domestic and foreign) increased dramatically after the de-licensing of the sector. Increased competition has forced companies to focus on cutting costs, improve technology and styling through research. It has also constrained them to limit price increases.
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Structure of Indian Automobile industry The Indian automobile industry can be broadly classified into: 2 /3 Wheelers Passenger Cars Commercial Vehicles (LCV/HCV/MCV) UV (Utility vehicles) Tractors The models in the car market can be fitted to different segments as given below: Category Economy segment (up to Rs 0.25mn) Mid-size segment (Rs 0.25-0.45 mn) Models Maruti Omni, Maruti 800, etc. Fiat punto,linea, Hyundai Santro,i10,Eion, Tata Indica, Maruti Alto etc. Tata Indigo, Honda City, Mitsibushi Lancer, Ford Ikon,fiesta,figo, Hyundai Accent & others Mercedes Benz & other imported models
Luxury car segment (Rs 0.45- 1mn)
Super luxury segment (above Rs 1mn)
The economy segment has a very large foothold over the Indian automobile market as compared to the mid-size and luxury segment.
Segment Economy Mid-size and luxury
Market Share (%) 90.2 9.8
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Figure -Structure of Passenger Vehicle Market (India)
Domestic Market Share for 2010-11(in %) Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers 16.25 4.36 3.39 76.00
Fig showing Segment wise market share in 2010-11 in India
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COMPANY PROFILE
a. Background and inception of the company
IFB Automotive Pvt. Ltd., a pioneer in design, development and manufacturing of Seating systems, Door systems, Latches and Automotive motors has built a reputation as a leading solution provider for safety critical and comfort related products in the automotive industry. To meet the growing needs of the auto industry, IFB Automotive has spread its manufacturing base across different parts of India to ensure just in time supplies to its customers. IFB Industries Ltd is an India-based company. The company is engaged in manufacturing and marketing engineering products. They operate in three segments, namely engineering, home appliance and others. The engineering divisions are located at Kolkata and Bangalore. The company's product range includes fine blanked components and sub assemblies, using Fine blanking technology. They also provide household appliances, including washing machines, dryers, microwave ovens, and dishwashers. In addition, they manufacture motors for white goods and automotive applications. IFB Industries Ltd was incorporated in the year 1974 as Indian Fine Blanks Ltd in collaboration with HienrichSchmid AG of Switzerland. The company was established with the objective of manufacturing fine blanking tools press tools and fine blanked components used in a wide range of precision engineering industries. In the year 1985, the company took 4.84 acres of land on lease at Gangarampur in West Bengal for the manufacture of high technology machines as well as for future expansion-cum-diversification programs. In the year 1988, the company set up a new division, namely Project and Construction division to take up projects abroad as well as in India. In addition, the company in association with P ARentrop Hubert and Wagner GmbH & Co KG West
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Germany set up a joint venture company called RHW India Pvt Ltd in India for the manufacture of automatic seat adjustment mechanism. In the year 1989, the company entered into collaboration with Bosch-Siemens Hausgerate GmbH, Germany for production of fully automatic washing machines and for the manufacture of the state-of-the-art domestic appliances. IFB Automotive Milestones 1989: IFB Automotive Seating & Systems, Bangalore Established 1989: Launched Seat Recliners 1995: Launched Seat Sliders 1995: Launched Window Regulators 1999: Launched Blower Motors 2000: Launched Radiator Motors and Condenser Motors 2003: Launched Door Latches 2003: R & D Center, Bangalore Established 2004: Launched Seat Latches 2004: Launched Door Modules 2005: Launched High strength recliners and sliders 2006: Launched Seat Frames 2007: Launched Window Regulator Motors 2008: Launched Recliner cum Flat Fold, Adjustable Arm Rest, Rotary Recliner 2010: Launched light weight and cost effective Power Window Motors 2011: Launched Power recliner and Power Slider 2011: Launched Fan Motor and Shroud Assembly
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A study on Employees Role in Building Brand Image at IFB Apl b. Nature of business carried
IFB Automotive Pvt. Ltd. Is a pioneer in design and manufacture of seating systems, door systems, latches and automotive motors. The company has built a reputation as a leading technology provider for safety critical and comfort related products in the automotive sector. To meet the growing needs of the auto industry, IFB Automotive has spread its manufacturing base in different parts of India to ensure just in time supplies to all its customers.
c. Vision, Mission, and Quality Policy

Vision: To be the vehicle manufacturer's first choice for safety and comfort related products through innovation and quality excellence.
Mission: Our mission is to create and deliver high quality and innovative products that will contribute to our customer's success and deliver value to our shareholders. We shall provide complete solutions through our system capabilities in design, analysis, development, testing and validation.
We are committed to environmental preservation and social responsibility.
IFB Automotive Pvt ltd, Companys Punch Line: Your Safety and Comfort is our Concern
Quality Policy: To visualize customer needs and provide satisfaction through prompt supply of value added goods and services continually. To achieve and sustain excellence in performance through use of appropriate technology, cost efficient operations and team work of all associates. To have world class human resources through training and motivating them for higher aspirations and also maintain safe working environment.
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Quality Credentials are:1998: ISO 9000 2000: QS 9000 2003: ISO 14001 2003: TS 16949 2004: 100 PPM 2006: Ford Q1 Status
d. Product Profile
IFB AUTOMOTIVE PVT LTD, are into mainly four types of products manufacturing namely SEATING SYSTEMS DOOR SYSTEMS AUTOMOTIVE MOTORS LATCHES
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Picture showing the IFB automotive Products: At the core of safety.
Seating Systems IFB Automotive designs and manufactures multi functional seating systems configurable to cater to specific OEM requirements. The company backed by its comprehensive expertise in mechanical & electronic components is able to produce: Seat Recliners Lever type & Rotary type Seat Sliders Adjustable Arm Rest Height Adjusters Front Seat Back Frame Assembly Front Seat Cushion Assembly Two Position Adjuster Seat Floor Latch Rear Seat Back Latch Recliner cum flat fold

Power sliders Power Recliners
Seating Systems is an across-the-board solution provider of seating mechanisms with capability of supplying both manual and powered mechanisms. The mechanisms are designed to adjust basic functions; angle of back rest, linear movement of the seat and height adjustment of the seat to augment the comfort systems of the car. This system at the heart of seating empowers automakers to offer the end users a safe & pleasure seating and driving experience
Door and Latch Systems Doors comprise the second most complex system in the vehicle since they combine aesthetics with safety, reliability & functionality by accommodating many intricate mechanisms in a compact space. IFB Automotive is the only full service system supplier in India, with design & manufacturing capability for window regulators, latches and door modules. The company is proudly associated with all major OEMs and has been supplying window regulators, door latches, hood and trunk lid latches. The company designs and manufactures powered and manual window regulators and latches. Our diverse manufacturing facilities are supplemented by our continual R&D efforts. All our assembly modules are equipped with mistake proofing and online functional checks to deliver consistent quality products.
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We have an excellent and dedicated engineering team that develops: Assembly modules with appropriate level of automation Special purpose machines & online testing machines Jigs, Fixtures, Tools etc., with in-built mistake proofing.
Automotive Motors The Motor Division was started in 1999 to produce HVAC Blower motors & Condenser motors for Air conditioning, Engine Cooling Fan Motors for various passenger car applications in India. At present IFB manufacture five lakhs motors annually with a planned capacity of 1 million motors. The division has entered into a strategic license agreement with Siemens VDO (Now taken over by Brose) to manufacture ECF and PWM motors in India. Product ranges includes: HVAC Blower Motors 12V / 24V Power rating upto 360W Condenser Motors 12V / 24V Power rating upto 220W Engine Cooling Fan Motors 12V / 24V Power rating upto 400W Power Window Regulator Motor 12V Torque upto 16Nm

Fan Motor and Shroud Assembly
IFB Companys Esteemed Customers
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A study on Employees Role in Building Brand Image at IFB Apl e. Area Of Operations
Bangalore - Main Manufacturing Plant and R&D Centre Chennai - Assembly Plant to support Southern Region Customers Pune - Assembly Plant to Support Western Region Customers Binola&Rudrapur - Assembly Plant to support Northern Region Customers Korea, Tokyo Liason Office IFB Automotive Pvt. Ltd #16, Visveswaraiah Industrial Estate, 1st Main Road, Off Whitefield Road, Mahadevapura, Bangalore - 560 048
f. Ownership Pattern
IFB Automotive is a Private limited company A Private Limited Company is a type of company that offers limited liability to its shareholders but that places certain restrictions on its ownership. These restrictions are spelled out in the companys articles of association or bylaws and are meant to prevent any hostile takeover attempt. BOARD OF DIRECTORS MrBijon Nag- Chairman MrBikramjit Nag- Joint Executive Chairman & Managing Director Dr. RathindraNathMitra Director MrRadharaman Bhattacharya Director MrSomenBal Director Mr r. Muralidhar Director Dr. Tridibesh Mukherjee Director
COMPLIANCE OFFICER Mr. G. Raychowdhury
g. Competitors Information
The main competitors of IFB Automotive Company are India Based: Swaraj IEPL Other competitors globally are: DAS Korean , Faurecia France , Keiper Germany Imasen Japan CRH Germany Brose Germany Shiroki Japan
Major Competitors Information FAURECIA It is one of the largest international automotive parts manufacturer in the world. It produces 6 types of car modules: seats, cockpits, doors, acoustic packages, front end and exhaust. Faurecia's customers include the Volkswagen
group, PSA,Peugeot,Citron, Renault:Nissan, Ford, GeneralMotors, BMW, Daimler, Fi at Chrysler, Toyota and Hyundai-Kia among others. Headquartered in Nanterre, France, Faurecia operates over 238 production sites and 38 R&D centres in 33 countries worldwide.
About half of these sites are manufacturing plants operating on the just-intime principle. Faurecia joined the United Nations Global Compact in 2004. French car manufacturer PSA Peugeot Citron is Faurecia's controlling shareholder, holding around 57.4% stake. Faurecia Automotive Seating Faurecia, the world's number three seat supplier designs and produces the complete seat and its main components: frames, adjustment mechanisms, runners, foam and covers, and safety and comfort features. This group accounts for 35% of the company's sales
SWARAJ Formerly Punjab Scooters Limited, a sick unit in backward area, was revived by PTL in 1980 with full management control. SAL discarded unviable scooter line and diversified into manufacturing Seats, Seating systems and Auto Components.SAL today is among the leading manufacturers of Automobile Seats and Recliners for Tractor, LCV and Car OEMs in India. Year of Establishment: 1980 Products & Services Auto Components Automobile Seat Recliners Seating System, Tractor Seat
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A study on Employees Role in Building Brand Image at IFB Apl h. Infrastructural Facilities
The management has provided adequate infrastructure facilities to carry out departmental and manufacturing activities, like. Buildings Machines and tools Parking facilities Computer and accessories, Stationeries, and Conference Rooms Communication support Cafeteria/Canteen Medical Facility Material Handling & Safety Equipments Quality control Laboratory and Testing Equipmen
i. Achievement / Awards
1998 : 2000 : 2003 : 2003 : 2004 : 2006: ISO 9000 QS 9000 ISO 14001 TS 16949 100 PPM Ford Q1
Design & Development award Maruti Suzuki Vendor performance award Maruthi Suzuki. Valued participation in Suppliers Conference in March 2011 Conducted at Lear Automotive India Pvt ltd. Valued participation in Maruti Suzuki vendor conference held on may 2011 at Singapore conducted by Maruti Suzuki india ltd.
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A study on Employees Role in Building Brand Image at IFB Apl J. Work Flow Model
Raw Material
Subcontract
IFB Automotive Stores
Customer
IFB Sub Assembly
Packaging
Vendor
Plating / Coating
IFB Final Assembly
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A study on Employees Role in Building Brand Image at IFB Apl k. Future Growth & Prospects
Following are the future plan of action Product Range for next 3years (seating systems) Power sliding mechanism Head rest Tilting Lumbar Support Power Recliner Mechanism Universal sliders - S2K10 High strength L2K9 Recliner High strength Low cost recliner L2K10 Heavy Duty ABTS Recliners Rotary recliner Rotary cum lever Lumbar Support mechanisms Head Rest Tilting mechanisms Slouch mechanism
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MC-KINSEYS 7S MODEL
The 7-S framework was developed by the consultant at the Mckinsey Company, a very well known management consistency firm in USA, towards the end of 1970s to diagnose the cause of organization problem and to formulate programs for improvement the 7-S frame work.
The 7s model is a tool for managerial analysis and action that provides a structure with which to consider a company as a whole so that the organization problems may be diagnosed and strategy may be developed and implemented. The 7ss is a framework for analyzing organization and their effectiveness. It looks at the seven key elements that make an organization successful or not.
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A study on Employees Role in Building Brand Image at IFB Apl STRUCTURE:

The structure is the skeleton of the whole organizational edifice. It is built by dividing the total task into smaller groups and creating coordination among the groups.
VICE CHAIRMAN
CEO
HR
SCM
V.P & HEAD SEATING SYSTEM
DOOR SYSTEMS
LATCHES
IT
PGRM MGMT MANAGER
R & D MANAGER
PROCESS ENGG & OPERATIONS
QUALITY
D&D
Designers
Designers
Designers
SQA
Designers
Analyzers
Analyzers
Analyzers
Testing
Analyzers
Shift Supervisor PPC
Process QA
Drafting
The structure here is mainly concentrated on seating systems because the major turn over and the major part of the business carried is under seating division only so, the structure is Functional structure based on Seating division at IFB APL.
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A functional organization structure is where the employees are grouped hierarchically, managed through clear line of authority and report to the one top person, i.e., chairman or manager.
Department analysis
HR department Human resource management at IFB Apl is one of the most important functions it includes Resource Management Group and learning and development, also comprises of various sub-functions that facilitates the identification and development of talent that helps the organization meet its business objective. The various functions are as follows: Talent planning includes functions like manpower planning, staffing, skill mapping HR budgeting. Training aims at enhancing the skill. Also takes care of induction and pre process trainings.
Compensation and benefits- envisages the compensation and benefits practices of

benchmarking, fitments, policies and guidelines. Marketing department Marketing department look after all the marketing activities like sales, distribution and business development etc. Functions Order taker Creating quotations Answering the customer queries Delivery of products in time
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Finance department The main purpose for any organization to exist is to have financial gains, thus each activity of the organization should justify the cost attached to it. Finance is life blood of any organization hence it becomes very important to manage the funds properly. The finance department consists of diverse procedure for accounts related to personnel, costing budgets, tax and credit, general accounts, bank and payroll, bill collection etc. IFB Apl has a strong financial background and financial department manages and controls the financial activities of the organization like, Budget allocation Salary distribution Bill payment etc
Production department Production department is one of the important functional area of IFB Apl. The function of this department is, Work process management: managing and controlling furniture manufacturing as per the plan and schedule. Inventory management: managing and controlling inventory
Design department IFB Aplis known for best designing in the automotive products in attractive design. All the credit goes to designing department. Functions Designing auto products Creating innovative designs
R&D department IFB Apl has research and development department which enables the company to identify the latest trends of the automotive products manufacturing industry.
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Information technology department IT Dept plays a major role in connecting the communication between customers, suppliers and in-house employees through email and internet. Supply chain department Supply chain refers to a business or organization attempting for supplying of goods or services in and out the company to accomplish the goals of the enterprise. Functions are Order placing for raw material Analyzing of suppliers
SKILL:
Skill is the character that one should posses to perform a given job. It includes those characteristics company expects its members to have to perform the assigned job effectively.
Key position
HR Manager
Skills
Involves motivating a large team of people with diverse occupations. Time-management and scheduling skill. Strong communication skills Organizational Skill Management skill Analyzing skills of employees needs. Maintaining the employees records. Working within a team environment Numerical skills Flexibility positive attitude Able to work evenings and weekend shifts
Assistant Manager
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Finance and accounts
Accounting procedure Taxation Balance sheet analysis Some fare idea about financial product Re-consolidation of bank accounts Basic computer knowledge in (tally and MS Excel
Auditing
Complete knowledge about accounts Tax laws Financial analysis Latest rules and regulations Masters in finance aspects Should have a plan advertising Should have plan for meeting people interacting with them Marketing the products Able to convenience the customers.
Marketing
Security
Good health and unblemished past record If x- service man should have been discharged with exemplary character they should be prepare to work during nights also The basic knowledge of control over fire accident.
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Information technology
Employees
They should know technical skills They should have the capacity of handling h/w and s/w. They should be having the capability of rectifying errors. Communication skills Problem solving skills Interpersonal skills Convincing skills Initiative and proactive skills, Learning skills.
STYLE:
Style is the way in which key managers behave in achieving organizational goals, that is the management style. It includes the dominant values, beliefs and norms which develop over time and become relatively enduring features of the organizational life. IFB Automotive posses PARTICIPATIVE LEADERSHIP STYLE
Participative leader ship style is the styles where the subordinates are give equal importance in participation of improvising the organization and also in the betterment of the organization. IFB automotive has participative leader ship style Where the top management take suggestions from the subordinates and work on it and if it really beneficial to the organization then they will implement it.
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The decision taken in the top management may be with coordination of the subordinates. In the organization, some of the decisions are taken the mutual consultation of the top management and the middle level management. These decisions are through mutual exchange of knowledge and the experience of the employees. The top management consults their immediate subordinates in case of any important decisions, which are of strategic in nature.
STAFF:
Staffs are personnel categories within the organization, such as engineers, sales persons, etc. Unlike traditional organizations, new leading organizations put more emphasis on hiring the best staff. They provide their staff with rigorous training and monitoring support, and give incentive for their staff to achieve professional excellence. This forms the basis of these organizations strategy and competitive advantage over their competitors. Staff (in the sense of people, not line or staff) is often treated in one of two ways. At the hard end of the spectra, it includes appraisal systems, pay skills, formal training program and the like. At the soft end it motivates its employees by providing many kinds of fringe benefits. It also presents gifts in the eve of birth day of each and every employee. TOTAL STAFF: TOTAL NUMBER OF EMPLOYEE S DIRECT LABOUR ENGINEER / STAFF R&D AND DESIGN PERSONNEL : 1472 : 1180 : 292 : 52
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STRATEGY:
Strategy is a plan or course of action in allocating resources to achieve identified goals over time. Unlike tactic, strategy is well thought and often rehearsed. It transforms the organization from the present position to the new position described in the objectives, subject to constraints of the capabilities. Strategy is the choice of direction and the company adopts achieve its objectives in a competitive situation. A strategy explains what are the objectives of the organization and how the organization go about to achieve its objectives.
Quality Assurance Strategy. o The main Aim of the company is to give best Quality products were the main concern is towards quality and safety. o Even under competitive pressure their aim is to provide the best quality. Pricing/Cost Strategy. o IFB automotive provides best quality products at best price, compare to that of the competitors. Delivery Strategy. o The company mainly concentrates on the On Time Delivery of the products whenever the clients orders for the products.
SYSTEM:
A system refers to formal process and procedures are used to manage the organization. They control and monitored and evaluated by the top management itself, they use various systems for the document storage.. The main system used here to communicate to the higher authority is Information Technology, Word of mouth, manual form of writing. SAP for Material handling, and
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TS 16949 system. The company has provided internet facility for communicating with the clients through mails and telephone facility. SAP is a German software corporation that makes enterprise software to manage business operations and customer relations SAP is the market leader in enterprise application software. ISO/TS16949 is an ISO technical specification aiming to the development of a quality management system that provides for continual improvement,
emphasizing defect prevention and the reduction of variation and waste in the supply chain.
SHARED VALUES:
Shared values which mean what does the organization stands for and what it believes in-central beliefs and attitudes. Shared values refer to a set of values & aspirations that goes beyond the conventional formal statement of corporate objectives. Culture of an organization is usually determined by some of the value benefits and working practices that exist within an organization operational standard. Your safety and comfort is our concern. Role model in driving social responsibility. Respect for individuals. Learning and sharing. Reliability, Credibility, and Legality Good Interaction Between the higher authority towards the lower. Sensitive towards the environment, safety and health of the employees.
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SWOT ANALYSIS
A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as Strengths (S) or Weaknesses (W), and that external to the firm can be classified as Opportunities (O) or Threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis. The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operate. As such, it is instrumental in strategy formulation and selection. The following diagram shows how a SWOT analysis fits into an environmental scan:
FRAME WORK OF SWOT ANALYSIS:
SWOT ANALYSIS
INTERNAL ANALYSIS
EXTERNAL ANALYSIS
STRENGTHS
WEAKNESS
OPPURTUNITIES
THREATS
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STRENGTHS
A large Indian Original Equipment customer base. Long presence and proven domain knowledge Emphasis on continuous education & training Design, development & testing capability in India. Established R&D working on Future products Every employee is given an equal opportunity to develop himself and grow in his career. Total quality management In house engineering management
Products manufactured in IFB are own designing
WEAKNESS
Inconsistency in Indian raw material properties. Inadequate Knowledge regarding Branding and brand strategies. They are not concentrating on any promotional activities. High cost of Fine Blanking parts. Development lead time is too high. They dont have more scope, market for old products. Machinery is large in size and weight, and inflexible. Depleting skill force due to retirement.
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OPPORTUNITIES
Indian Annual car production will reach 5 million by Year 2015. India has been chosen as a global hub for Car manufacturing and exports. Great scope for power driven machines. Global OEMs looking at India as an auto parts sourcing base. Growth in existing products and market, volume growth, increasing profit. Increasing market share Growth in new product, existing markets and new markets. India and abroad they have much opportunities in technical aspects for designing and developing a product. They have got huge customers for business activities to survive in global competition world.
THREATS
European, Korean and Japanese manufactures started to enter India. Tremendous pricing pressures due to local competition Regular supplies issues may force loyal customers in switching to other companies products. Poor Supplier Base affecting regular supplies and delay in development. They have huge local and global competition with well equipped infrastructure.
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ANALYSIS OF FINANCIAL STATEMENT
BALANCE SHEET as at March 2011
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PROFIT AND LOSS ACCOUNT for the year ended March 31, 2011
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LEARNING EXPERIENCE
I had a wonderful experience during the period of my summer project training. This training was framed to give an exposure towards how an organization works and how theories learned in class rooms relates with actual events happening in an organization. Although I came to know lot of similarities between the theory and the practical situation in the company and also there were many differences in their working style. The main objective of practical training is to develop skill in student by supplement to the theoretical study of business management in general. Company projects helps to gain real life knowledge about the industrial environment and business practices. Professors give us theoretical knowledge of various subjects in the college but we practically exposed of such subjects when we get the training in the organization. The whole project provided a lot of experience and helped to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. This project helped to understand the manufacturing and automotive sector in Bangalore, its market conditions as well as current trends in terms of strategies, marketing policies, and consumer decision making. It helped to understand the future growth prospects and expectations in the market. Organisational study helped in understanding the IFB APL structure, work culture, products and services, technological advancements. It also helped to know the tools and techniques of data collection, interpretation of data, how to approach the respondents to get their responses.The experience at IFB APL Bangalore has really helped me to understand the process and corporate culture that the organization has been carrying on for many years. This project also helped in understanding companys branding and challenges faced in sustaining the brand image of the company.
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PART-B 7. INTRODUCTION
Many business marketing managers think that branding is not relevant to B2B markets. They argue that industrial products do not need branding as it adds little value to functional products and those customers knew a great deal about their products as well their competitors products. To them, brand loyalty is non-rational behavior which does not apply to rational world of B2B products. BRAND BUILDING: Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value. Brand building strengthens an existing (or new) product/corporate identity. Enhancing a brand's equity, directly through advertising campaigns and indirectly through promotions such as cause championing or event sponsorship.
Building strong brands using branding techniques will cause the brand to resonate with the target market so people emotionally connect with your brand while you ensure you meet and exceed their expectations-- and increase your profits. A strong brand will allow a company to: Influence buying decisions and shape perceptions held by your customers and prospects Command a premium price Build customer loyalty through emotional involvement Make purchasing decisions easier for your prospects Maximize your profits much more
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In the B2B business scenario every organization wants to win at the customers end in proving them with the right quality products and on timely delivery. Therefore every organization has to be vigilant to meet the diversified demands of customer and at the same time be proactive and competent enough in the market to sustain the business growth. Understanding the effectiveness of brand building and brand image is essential to wining new business and keeping existing business. An organization must give its customer a quality product are service that meets their needs at a reasonable price, which includes on time delivery and outstanding service. Research has shown that price is a minor issue when buyers evaluate suppliers of components and complex products. Quality, delivery and performance history are more important criteria, the fact that history matters implies that the buyers image of a supplier can influence a decision regardless of the current offer.
In B2B market corporate branding is pre-dominant. Corporate brands differ from product brands in that they represent the firm, and their image is potentially constructed by everything a firm is perceived to be doing. Thus, corporate brand image is synonymous with the companys corporate image. The project is undertaken to find how the brand IFB is been placed in the mind set of in-house employees, customers and suppliers and at what can be the challenges been faced in sustaining the brand image at IFB Apl.
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7.1 TITLE OF STUDY

A STUDY ON EMPLOYEES ROLE IN BUILDING BRAND IMAGE AT IFB APL, BANGALORE
STATEMENT OF THE PROBLEM

In todays globalize world where there is a cut throat competition in a B2B sector there a huge opportunity to grow in the market. Since many B2B companies do not concentrate on the advertising their company and they feel it is not required but branding of the company or its products plays an important role in building the reputation and image of the company. Since the company is interested in knowing the employees perception towards branding and they are not very much concentrating on branding their company or brand name and want to know about the effectiveness of building brand image and how to sustain the brand image, thus the research problem selected for the purpose is A study on employees role in Building Brand Image at IFB APL, Bangalore.
7.2 OBJECTIVES OF THE STUDY

Objectives: To understand employees perception towards Brand IFB To identify the differentiating factor which enhances the Brand Image. To understand the elements associated in Building brand image at IFB APL To identify the suitable medium/source to improve the Brand Image IFB.
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7.3 SCOPE OF THE STUDY The study has been conducted for building Brand image at IFB APL. The project will accommodate in-depth study of strategies to improve brand performance and gives the best possible suggestions as solutions to the problems faced by the company to build brand image. This study will help to understand employees understanding and their role in brand building.
7.4 METHODOLOGY
Research methodology is systematic method to solve the research problem. It is necessary to the researcher to know methodology of research conducted. The research methodology describes the method of data collection, sample size and sampling procedures and so on. Sources of Information The employees, customers and suppliers of IFB APL were the major sources of information for the primary data. The primary data was collected through : Observation. Questionnaire. Interview. The secondary data was collected by studying various books, journals, general library research sources, and trade journals. Other information regarding the company was taken from the Internet, annual reports and other records maintained by the company. It includes documentary data, survey based data and those compiled from multiple sources. The above-received data (primary and secondary) forms the basis for entire analysis.
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Research Design The survey was conducted in IFB APL, Bangalore and a total of about 50 respondents were collected. The information given by them were the backbone behind the research work. Research Type Descriptive research is conducted to arrive at certain fact findings. The questionnaire and direct interview method are used to collect relevant information. The research instruments used for the survey were the structured questionnaires and direct interview. Sampling Techniques The items which are selected is called sample and the process which involves in selecting the sample is called sample technique. In this research, technique which is used for the collection of data is Judgmental sampling under non-probability sampling technique. Judgmental sampling is a non-probability sampling technique where the researcher selects units to be sampled based on their knowledge and professional judgment. Sampling size This refers to the number of items to be selected. It should be neither excessively large nor too small, it should be optimum. The optimum sample is one which fulfills the requirement of efficiency, representatives, reliability and flexibility. The sample size was taken as 50. Sampling Unit The sampling unit is the employees of IFB APL in Bangalore. Tool for Data Analysis Tools for data analysis include simple arithmetic calculations like averages, percentages, charts, graphs etc.
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7.4 LIMITATIONS OF THE STUDY The area of study is confined to IFB APL and thus it cannot be generalized for all. The researcher was not able to meet the entire population. Since the sample is small compared to the universe the researcher cannot generalize the results. The views of respondents lacked some important information to be concluded upon. This study is limited to the information gathered through the interviews and discussions with the employees. The major limitation was that many of the respondents were reluctant and gave multiple answers. Secondary data is taken from annual report and brochure of the company and internet which cant be fully relied upon. Some of the respondents may be biased or influenced by some other factors. The results could be biased as judgment sampling is used. The information collected from the respondents during the process of survey was considered for analysis and there is likelihood of exaggerated response in some cases.
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8. ANALYSIS AND INTERPRETATION TABLE 8.1: Table showing profile of respondents based on gender. Sl. No 1 2 Gender Male Female Total No of respondents 48 2 50 Percentage 96% 4% 100%
FIGURE 8.1: Graph showing profile of respondents based on gender.
Profile of Customers
Analysis The above graph has been designed to know the number of respondents in the company based on the gender. This table reveals that 96% of the respondents are male and remaining 4% are female. Interpretation From the above graph we can interpret that IFB is Male dominated company.
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TABLE 8.2: Table showing respondents understanding on what IFB stands for.
Sl. No 1. 2. 3. 4.
Particulars International Fine Blanking Indian Fine Blanking International federation of business Indian fine business Total
No of respondents 0 50 0 0 50
Percentage 0% 100% 0% 0% 100%
FIGURE 8.2: Graph showing respondents understanding on what IFB stands for. Employees Understanding
Analysis The above graph has been designed to know the respondents understanding on what IFB stands for. This table reveals that 100% of the respondents know the abbreviation of brand IFB Interpretation From the above graph we can interpret that all the respondent know the abbreviation for IFB ie., Indian Fine Blanking.
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TABLE 8.3: Table showing respondents opinion about current branding at IFB.
Sl. No 1. 2. 3. 4.
Opinion Very good Good Average Poor Total
Percentage 22% 60% 18% 0% 100%
FIGURE 8.3: Graph showing respondents opinion about current branding at IFB.
Analysis The above graph has been designed to know the opinion about current branding at IFB. This table reveals that 22% of the respondents said branding at IFB is very good, 60% said it is good, 18% respondents said branding needs to be improved. Interpretation From the above graph we can interpret that 60% respondents feel branding is good at IFB.
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TABLE 8.4: Table showing respondents first company in mind when talked about seating systems. Sl. no 1. 2. 3. 4. Company Swaraj IFB Haworth Faurecia Total No of respondents 6 30 0 14 50 Percentage 12% 60% 0% 28% 100%
FIGURE 8.4: Graph showing respondents first company in mind when talked about seating systems.
Analysis The above graph has been designed to know respondents first company in mind when talked about seating systems. This table reveals that 60% of the respondents said IFB is the first company that comes to mind when talked about seating systems. 28% respondents agreed that Faurecia comes to their mind first and 12% respondents said Swaraj comes to their mind first when talked about seating systems. Interpretation From the graph above we can conclude that IFB has a fair chance of being on the 60% of the respondents mind.
TABLE 8.5: Table showing the brand element associated with brand IFB s Sl. no 1. 2. 3. 4. Particulars Just in time delivery Quality Price Technology Total No of respondents 2 20 10 18 50 Percentage 4% 40% 20 36% 100%
FIGURE 8.6: Graph showing the brand element associated with brand IFB
Brand Element
4% 36% 40% Just in time delivery Quality Price Technology 20%
Analysis The above graph has been designed to know the brand element associated with brand IFB. This table reveals that 40% of the respondents said Quality is the brand element to be associated with brand IFB where as 36% said Technology, 20% said price is the brand element to be associated with brand and other 4% said JIT delivery. Interpretation From the graph above we can conclude that quality and technology are IFBs strengths.
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TABLE 8.6: Table showing respondents opinion on how brand IFB is positioned
Sl. No 1. 2. 3. 4.
Opinion Very good Good Average Poor Total
Percentage 24% 64% 12% 0% 100%
FIGURE 8.6: Graph showing respondents opinion on how brand IFB is positioned
Opinion about Brand IFB

70 60 50 40 30 20 10 0 Very good Good Average Poor
Analysis The above graph has been designed to know the respondents opinion on how brand IFB is positioned. This table reveals that 64% of the respondents said brand IFB positioning is good, 24% said it is good and 12% respondents said brand position needs to be improved. Interpretation From the above graph shows that 64% respondents feel brand positioning is good at IFB.
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TABLE 8.7: Table showing respondents rating on IFB brand image compared to its closest competitors
Sl. No 1. 2. 3. 4.
Rating Very good Good Average Poor Total
Percentage 8% 68% 24% 0% 100%
FIGURE 8.7: Graph showing respondents rating on IFB brand image compared to its closest competitors Rating on brand Image of IFB
Analysis The above graph has been designed to know the respondentsrating on IFB brand image compared to its closest competitors. This table reveals that 68% of the respondents said IFB brand image is good compared to its closest competitors. 8% of the respondents said IFB brand image is very good than its competitors and 24% respondents said IFB brand image is average compared to its closest competitors. Interpretation From the above graph shows that 24% respondents feel brand image of IFB needs improvements.
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TABLE 8.8: Table showing respondents satisfaction with the current brand image of IFB Sl. no 1. 2. Particulars Yes No Total No of respondents 16 34 50 Percentage 32% 68% 100%
FIGURE 8.8: Graph showing respondents satisfaction with the current brand image of IFB Satisfaction of Employees
80 60 40 20 0 1 2 Yes No Yes No
Analysis The above graph has been designed to know respondents satisfaction with the current brand image of IFB. This table reveals that only 32% of the respondents are satisfied with the brand image of IFB and the rest 68% are not satisfied with the brand image of IFB. As we can see from the graph that 68% are not satisfied with the brand image of IFB. Interpretation From the graph we can conclude that IFBs brand image is not satisfactory and measures have to be taken to improve the brand image of IFB.
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TABLE 8.9: Table showing area that needs improvement for enhancing the brand IFB Sl. no 1. 2. 3. 4. 5. 6. Area Operations Marketing Quality Technology Communications Systems Total No of respondents 6 15 10 11 7 1 50 Percentage 12% 30% 20% 22% 14% 2% 100%
FIGURE 8.9: Graph showing area that needs improvement for enhancing the brand IFB
Analysis The above graph has been designed to show thearea that needs improvement for enhancing the brand IFB. This table reveals that 30% of the respondents said the area that needs improvement is marketing, 22% said Technology, 20% said Quality, 14% said Communications, 12% said Operations and the other 2% said Systems need to be improved. Interpretation From the graph above we can conclude that marketing in IFB is the area that needs improvement to enhance the brand image of IFB.
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TABLE 8.10: Table showing the suitable medium to improve the brand image at IFB Medium No of respondents Percentage Corporate Ads in TV 22 44% Articles in newspapers 10 20% Participating in Auto shows 9 18% Social Responsibility 4 8% Websites 5 10% Total 50 100% FIGURE 8.11: Graph showing the suitable medium to improve the brand image at IFB Sl. no 1. 2. 3. 4. 5.
Analysis The above graph has been designed toshow the suitable medium to improve the brand image at IFB. This table reveals that 44% of the respondents say corporate ads in TV must be given, 20% say articles about IFB must be given in newspapers, 18% say participating in auto shows is the suitable medium to enhance brand image, 10% say website is a good medium and the rest 8% say social responsibility is the best medium to enhance brand image at IFB. Interpretation From the graph above we can conclude that corporate ads in TV can fairly improve the brand image at IFB.
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TABLE 8.11: Table showing the ranks of companies based on the brand name when compared to IFB Apl. Sl. no 1. 2. 3. 4. 5. Companies Swaraj Faurecia IFB IEPL Imasen Rank 5 1 2 3 4 Percentage 20% 100% 80% 60% 40%
FIGURE 8.11: Graph showing the the ranks of companies based on the brand name when compared to IFB Apl.
Ranks
IV
Swaraj Faurecia III I IFB IEPL Imasen
II
Analysis The above graph has been designed toshow the ranks of companies based on the brand name when compared to IFB Apl. This table reveals that major respondents has given opinion as ranking as faurecia as 1st, 2nd as IFB Apl, 3rd as IEPL, 4th as Imasen and 5th rank as Swaraj. Interpretation From the graph above we can conclude that the brand name of Fauresia is more that compared to IFB Apl.
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TABLE 8.12: Table showing the differentiating factor from competitor which enhances the brand image. Sl. no 1. 2. 3. 4. Factor Quality and reliability Technology Pricing Commitment Total No of respondents 24 12 6 8 50 Percentage 48% 24% 12% 16% 100%
FIGURE 8.12: Graph showing the differentiating factor from competitor which enhances the brand image.
48%
Differentiating Factor
Quality and reliability Technology Pricing 24% Commitment 16% 12%
Analysis The above graph has been designed toshow the differentiating factor from competitor which enhances the brand image. This table reveals that 48% of the respondents say Quality and reliability is one factor, 24% say Factor as technology, 12% say it should be pricing, 16% say the differentiating factor is commitment. Interpretation From the graph above we can conclude that Quality and reliability can fairly improve the brand image at IFB Apl.
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TABLE 8.13: Table showing the role of employees for sustaining and improving the brand IFB. Sl. no 1. 2. 3. 4. 5. Particulars Communicate effectively Taking part in the various conferences and seminars Conduct workshops Positive word of mouth Ontime production and delivery Total Respondents 26 6 2 4 12 50 Percentage 52% 12% 4% 8% 24% 100%
FIGURE 8.13: Graph showing the role of employees for sustaining and improving the brand IFB.
Communicate effectively 24% Taking part in the various conferences and seminars Conduct workshops Positive word of mouth 4% 12% 52% Ontime production and delivery
8%
Analysis The above graph has been designed to show the role of employees for sustaining and improving the brand IFB. This table reveals that 52% of the respondents for sustaining and improving the brand the employees should Communicate effectively, 12% says the company should take part in the various conferences and seminars, 4% says should conduct workshops,8% says there should be positive word of mouth towards IFB, and 24% of respondents says there should be on time production and delivery. Interpretation From the graph above we can conclude that communicating effectively can fairly improve the brand IFB.
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TABLE 8.14: Table showing the satisfactory level of the customers based on the services provided at IFB apl. Sl. no 1. 2. 3. 4. Level Very good Good Average Poor Total No of respondents 4 32 14 0 50 Percentage 8% 64% 28% 0% 100%
FIGURE 8.14: Graph showing the satisfactory level of the customers based on the services provided at IFB APL.
64%
Customer Satisfactory level

Very good Good 28% Average Poor
8% 0%
Interpretation The above graph has been designed to know the satisfactory level of the customers based on the services provided at IFB apl. This table reveals that 8% of the respondents said Customer satisfaction level is very good, 64% of the respondents Customer satisfaction level is good and 28% respondents said Customer satisfaction level is average Interpretation From the above graph we can conclude that respondents feel the services provided to the customers needs improvements in satisfying the customers.
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TABLE 8.15: Table showing the based on services provided will the customers approach again for solutions at IFB apl. Sl. no 1. 2. 3. 4. Particulars Will definitely approach May approach May not approach Will not approach Total No of respondents 24 22 4 0 50 Percentage 48% 44% 8% 0% 100%
FIGURE 8.15: Graph showing the based on services provided will the customers approach again for solutions at IFB apl.
Customer Approach
8% 0%
48% 44% Will definitely approach May approach
Analysis The above graph has been designed to know based on services provided will the customers approach again for solutions at IFB Apl. This table reveals that 48% of the respondents said based on the services provided the customers will definitely approach the company again, 44% of the respondents said the customers may approach them, 8% respondents said the customers may not approach them again. Interpretation From the above graph we can conclude that respondents feel the services provided to the customers needs little improvements if the customer wants to approach them again for any solutions.
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8.16: The opinion of the employees towards the following attributes for the brand performance at IFB APL. TABLE 8.16(A) : Table showing the opinion of the employees towards Product Quality for brand performance at IFB APL.
Sl. no 1. 2. 3. 4.
Level Very good Good Average Poor Total
Percentage 8% 64% 28% 0% 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Product Quality for brand performance at IFB APL.
PRODUCT QUALITY
28% 0% 8% Very good Good Average Poor
64%
Analysis The above graph has been designed to know the opinion of the employees towards Product Quality for brand performance at IFB APL. This table reveals that 8% of the respondents said the opinion of the employees towards the product quality for brand performance as yes, 64% say good, 28% say average. Interpretation From the above graph we can conclude that respondents feel that product quality is comparatively good.
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TABLE 8.16(B) : Table showing the opinion of the employees towards Reliability for brand performance at IFB APL. Sl. no 1. 2. 3. 4. Level Very good Good Average Poor Total No of respondents 6 24 15 5 50 Percentage 12% 48% 30% 10% 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Reliability for brand performance at IFB APL.
RELIABILITY
10% 30% 12% Very good Good Average Poor 48%
Analysis The above graph has been designed to know the opinion of the employees towards Product Quality for brand performance at IFB APL. This table reveals that 12% of the respondents said the opinion of the employees towards the reliability for brand performance as yes, 48% say good, 30% say average, 10% say poor. Interpretation From the above graph we can conclude that respondents feel that reliability is not much good.
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TABLE 8.16(C) : Table showing the opinion of the employees towards Service efficiency and effectiveness for brand performance at IFB APL.
Sl. no 1. 2. 3. 4.
Percentage 8% 24% 60% 8% 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Service efficiency and effectiveness at IFB APL.
SERVICE EFFICENCY & EFFECTIVENESS

8% 8% Very good 24% Good Average Poor
60%
Analysis The above graph has been designed to know the opinion of the employees towards Product Quality for brand performance at IFB APL. This table reveals that 8% of the respondents said the opinion of the employees towards the product quality for brand performance as yes, 24% say good, 60% say average, 8% say poor. Interpretation From the above graph we can conclude that respondents feel that reliability is not much important in brand performance.
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TABLE 8.16(C) : Table showing the opinion of the employees towards Empathy for brand performance at IFB APL.
Sl. no 1. 2. 3. 4.
Percentage 10% 40% 48% 2% 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Empathy for brand performance at IFB APL.
EMPATHY
2% 10% Very good Good 48% Average Poor 40%
Analysis The above graph has been designed to know the opinion of the employees towards Product Quality for brand performance at IFB APL. This table reveals that 10% of the respondents said the opinion of the employees towards the product quality for brand performance as yes, 40% say good, 48% say average, 2% say poor. Interpretation From the above graph we can conclude that respondents feel that empathy is comparatively good, and not much important.
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TABLE 8.16(D) : Table showing the opinion of the employees towards Price for brand performance at IFB APL.
Sl. no 1. 2. 3. 4.
Percentage 4% 52% 40% 4% 100%
FIGURE 8.16(D): Graph showing the opinion of the employees towards Price for brand performance at IFB APL.
PRICE
4% 4% Very good 40% Good Average Poor 52%
Analysis The above graph has been designed to know the opinion of the employees towards Product Quality for brand performance at IFB APL. This table reveals that 4% of the respondents said the opinion of the employees towards the product quality for brand performance as yes, 52% say good, 40% say average, 4% say poor. Interpretation From the above graph we can conclude that respondents feel that price also plays an important role in brand performance.
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FINDINGS, SUGGESTION, RECOMMENDATIONS AND CONCLUSION Findings:

Out of 50 respondents, 100% are aware that IFB stands for Indian Fine Blanking. IFB is male dominant company, 96% respondents are male. 60% respondents feel current branding is good at IFB. 60% respondents first company in mind when talked about seating systems is IFB. 40% respondents opinion on the brand element associated with brand IFB is Quality. 64% respondents feel brand positioning of IFB APL is good. 68% respondents said IFB brand image compared to its closest competitors is good. 68% respondents are satisfied with the current brand image of IFB APL. 30% respondents feel that Marketing is the area that needs improvement for enhancing the brand IFB. 44% respondents opinion on the suitable medium to improve the brand image at IFB is giving Corporate Ads in TV. 48% respondents say the differentiating factor from the competitor which enhances the brand image of IFB is Quality and Reliability. 52% respondents feel that the role of employees for sustaining and improving the brand IFB is communicating effectively. 64% respondents feel that their customers are satisfied based on the services provided at IFB APL. 48% respondents feel that based on services provided the customers will approach IFB APL again for solutions.
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Suggestion and recommendations
a) The organization has to conduct workshops, take part in conferences and seminars to build the brand image. b) The organization can participate in auto shows and give corporate advertisements in television to enhance the brand IFB. c) The employees must be trained on branding and brand building. d) Training to be given to staff on product specification& also on the soft skills. e) The area that needs improvement is marketing which enhances the brand IFB. f) Maintain database of customers and suppliers to inform them about current events at IFB. g) The company should concentrate more on innovative designs since the competition in the auto market is high. h) The company can change the quality from good to best to retain and attract more customers.
i) Importance must be given to on time delivery and customer complaints must be resolved.
j) Try to retain the same workforce.
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A study on Employees Role in Building Brand Image at IFB Apl Conclusion
IFB Automotive private limited is one of the leading companies in automotive industry market. IFB has created a unique identity in the market and it is known for quality products, technology and designing. IFBs main concern is customers safety and comfort. From the above findings it is concluded, brand building is one of the most important areas which play a major role in reaching success. The success and failure of any organization depends on the awareness of their products and company in the minds of the customer. Auto shows and corporate advertisements in television enhance the brand image of IFB, since television makes a major impact of brand awareness. IFB APL is providing solutions to major automotive companies but due to weak marketing activities, many are not aware of the automotive company. The fact is that Swaraj is the major competitor of IFB APL. Brand building can be more effective by adopting various techniques and by framing and executing various strategies.
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10. Annexure Questionnaire Dear Sir/ Madam, This questionnaire is a part of Dissertation carried out for the partial fulfillment of my MBA degree under VTU. And I hereby assure that the data collected using this questionnaire will be used only for the academic purpose. Kindly fill up thequestionnaire. 1. Name (Optional) 2. Designation 3. Department 4. Email-id (Optional) 5. Gender ____________________________________________ ____________________________________________ ____________________________________________ _________________________ @ifbautomotive.com_ ___________________________
6. IFB Stands for International fine blanking International federation of business
Indian fine blanking Indian fine business
7. What is the motto of IFB? _______________________________________________________________ 8. What do understand by the term Brand? _______________________________________________________________ 9. What is your feeling about the current branding at IFB? Very good Good Average Poor
10. What comes first in your mind when you talk about seating system? Swaraj IFB Haworth Faurecia
11. According to you, which is the major element associated with IFB that you can identify in the brand IFB? Just in time delivery Quality Price Technology
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12. According to you how brand IFB is positioned? Very good Good Average Poor
13. Rate IFB Brand image compare to your closest competitors. Very good Good Average Poor
14. Are you satisfied with the current brand image in IFB? Yes No If No, What is your recommendation? ___________________________________________________________ 15. Name one area that needs improvement for enhancing the Brand IFB? Operations Communication 16. According to you which is the most suitable medium to improve the brand image of IFB? Corporate Ads in TV Articles in news paper Participating in auto shows Websites 17. Rank the following companies based on the brand name. (Rank where 1 -Excellent to 5 -Poor) Swaraj Faurecia IFB IEPL Imasen [ [ [ [ [ ] ] ] ] ] Social Responsibility Marketing Quality Technology
18. What do you think the differentiating factor from competitor which enhances the brand image? Reliability Price Quality Commitment
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19. What is your role for sustaining and improving the brand IFB? (Mark any one of the below options) Communicate effectively Taking part in the various conferences and seminars Conduct workshops Positive Word of mouth towards IFB On time production and delivery [ [ [ [ [ ] ] ] ] ]
20. According to you is your customer satisfied with the services provided by you? Very good Good Average Poor
21. Based on the service provided, do you feel that the customer will approach you again for solutions? Will definitely approach Will not approach 22. What is your opinion on the following attributes which contribute for brand performance? a) V. good b) good c) average d) poor a. Products quality b. Reliability c. Service efficiency & effectiveness d. Empathy e. Price ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) May approach May not approach
23. What according to you is IFBs X-Factor? ___________________________________________________________ THANK YOU FOR YOUR VALUED FEEDBACK
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SS11. Bibliography Books: Y L R Moorthi, Brand management (The Indian Context), Vikas Publishing House. Kevin Lane Keller, M.G.Parameswaran, Isaac Jacob, Strategic Brand Management (Third edition), Published by Dorling Kindersley (India). Principles of Marketing by Philip Kotler and Gary Armstrong, eleventh edition published by Prentice-Hall of India pvt ltd. Research Methodology by O.R.Krishnaawami, M.Ranganatham, 1stedition published by Himalaya Publishing House.
Financial statement, Catalog and Drafts issued by the company.
Websites: www.ifbautomotive.com www.automobileindustryindia.com www.siamindia.com www.fineblanking.com www.wikipedia.com
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A study on Employees Role in Building Brand Image at IFB Apl

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

Luxury car segment (Rs 0.45- 1mn)

Super luxury segment (above Rs 1mn)

Segment Economy Mid-size and luxury

Market Share (%) 90.2 9.8

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

Fig showing Segment wise market share in 2010-11 in India

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

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c. Vision, Mission, and Quality Policy

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A study on Employees Role in Building Brand Image at IFB Apl

A study on Employees Role in Building Brand Image at IFB Apl

A study on Employees Role in Building Brand Image at IFB Apl

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

A study on Employees Role in Building Brand Image at IFB Apl

IFB Companys Esteemed Customers

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A study on Employees Role in Building Brand Image at IFB Apl

COMPLIANCE OFFICER Mr. G. Raychowdhury

A study on Employees Role in Building Brand Image at IFB Apl

GCEM, Department of Management Studies

GCEM, Department of Management Studies

IFB Automotive Stores

IFB Sub Assembly

IFB Final Assembly

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A study on Employees Role in Building Brand Image at IFB Apl

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A study on Employees Role in Building Brand Image at IFB Apl STRUCTURE:

V.P & HEAD SEATING SYSTEM

PGRM MGMT MANAGER

PROCESS ENGG & OPERATIONS

Shift Supervisor PPC

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

Compensation and benefits- envisages the compensation and benefits practices of

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

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A study on Employees Role in Building Brand Image at IFB Apl

Finance and accounts

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A study on Employees Role in Building Brand Image at IFB Apl

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

GCEM, Department of Management Studies

A study on Employees Role in Building Brand Image at IFB Apl

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A study on Employees Role in Building Brand Image at IFB Apl

GCEM, Department of Management Studies