Brand Analysis of IFB Industries

Brand Analysis of IFB.
Summer Internship Project Report
on
“Brand Analysis of IFB” Page | 1
Under the guidance of
Prof. Amitabha Ghose
&
Prof. Richa Shukla
At
IFB Industries Ltd.
Submitted to
Globsyn Business School
In partial fulfillment of
Post Graduate Programme in Management(PGPM)
(2009 – 2011)
By,
Siddhartha Roy
Enrollment No. -010108057
PGPM 08 Sec B
Globsyn Business School.

Acknowledgement
In this project titled “Brand Analysis of IFB”, I have made an honest and dedicated attempt to
make it as authentic as it could be, and earnestly hope it to provide useful and workable Page | 2
information for any person reading it.
During this small tenure of 12 weeks, in which the project reached its completion, there are a few
people whom I would like to mention and without whose help this project wouldn’t have reached
completion.
Firstly, I would thank my internal guides at Globsyn Business School, Prof. Amitabha Ghose and
Prof. Richa Shukla for their timely response via e-Mail and over the telephone, which gave the
project the direction it needed. I also thank my external guides at IFB Industries, Ms Sreemoyee
Chatterjee – Asst. Manager Marketing, Mr. Shankal Pal – Business Development Manager (IDW
Department) and Mr. Supriyo, Branding and Marketing Officer for giving me the freehand
related to the project work.
I also thank the Company Sales Representatives (Sales Representatives) for their co-operation
And support for the project.
_______________
Siddhartha Roy
Enrollment No. -010108057

Approval of Project
This is to declare that Siddhartha Roy, Enrollment Number 010108057 of Globsyn Business
School is undertaking the project named “Brand Analysis of IFB” at IFB Industries Ltd. during Page | 3
the period April, 2010 to June 2010.
This Project is a part of the course Post Graduate Program in Management (PGPM), that he has
enrolled for in Globsyn Business School.
Internal Guide External Guide
____________________ _____________________
Prof. Amitabha Ghose Ms. Sreemoyee Chatterjee
Globsyn Business School Asst. Manager –Marketing.
IFB Industries Ltd.

Student Declaration
I hereby declare that this project titled “Brand Analysis of IFB” at IFB Industries
Ltd. is being executed by me, as per the course requirement for Post Graduate Page | 4
Program in Management (PGPM) at Globsyn Business School.
The project work is genuine and not being submitted to any other institution for
any degree or diploma.
___________________
Siddhartha Roy
Enrollment No. – 010108057

INDEX
Page | 5
Contents Page No.
Company Profile 6
Part I – Market Research 9
Part II – BTL Activitites
Activity I - Trade Fair 17

Activity II - Mobile Van 24
Activity III - Cooking Class 26
Activity IV - Tie-Up Campaigns 28
Activity V - Brand Promotion 32
Part III – Client Visits for

IDW m/c’s 34
Part IV – Internet and Social

Marketing. 39
Overall summary and Conclusions 45
S.I.P. Completion Certificate 47
Appendix 48
Company Profile:
IFB Industries Ltd.

Background of the Organisation: Page | 6
1974: IFB Industries Limited originally known as Indian Fine Blanks Limited started their
operations
in India during 1974 in collaboration with Hienrich Schmid AG of Switzerland. The product
range includes Fine Blanked components, tools and related machine tools like Straighteners,
Decoilers, Strip loaders and others.
The Engineering divisions are located at Kolkata & Bangalore. The Bangalore unit, apart from
Fine Blanked components, also manufactures motors for White goods as well as Automotive
applications.
Growth and Development of the Organization
1988: Expansion in Bangalore
Started Fine Blanking Division in Bangalore, engineering products for Automotive Industry.
1989: Expansion in Goa
IFB pioneered the production of fully automatic washing m/c in India in agreement with
BOSCH, Germany. Today, IFB manufactures Fully Automatic domestic washing m/c’s,
microwave ovens, dishwashers, dryers and industrial washing systems with factories in Goa and
Bhopal.
Present Status of the Organization:
IFB Industries, Kolkata: automotive fine blanking components

Page | 7
IFB Industries, Bangalore: fine blanking and subassemblies
IFB Automotive, Chennai, and New Delhi: automotive seating, door and motors
IFB Home Appliances, Goa: washing machines, micro wave ovens
IFB Automotive R & D Centre: Bangalore
IFB Agro Industries:Kolkata.
Vision & Mission of the Organization:
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.
Financial Figures
Sales Turnover
IFB Industries Ltd.

Page | 8
(Kolkata, Bangalore, Goa and Bhopal): Rs. 300 Crores, USD 65 million
IFB Automotive Private Ltd.(Bangalore) Rs. 200 Crores, USD 45 million
AutoLiv IFB(Bangalore) Rs. 250 Crores USD 55 million.
IFB Agro Industries Limited(West Bengal) Rs. 250 Crores USD 55 million.
_____________________________________________________________
IFB Group Rs. 1000 Crores USD 220 million
New Business Initiatives:
• Modular Kitchens
• Kitchen Chimmneys
• Angular Washing Machines
• Industrial Washing Systems

Page | 9
PART I:
Revealing the mystery from the dealer’s mouth

[A study of how dealers perceive the brand IFB]
Type: Market Research through Mystery Shopping
Locations: Kolkata and adjoining areas.
Sample Size: 53 dealers

Revealing the mystery from the dealers

[A study of how dealers of consumer durables perceive the brand IFB] Page | 10
Approach to the Research
During the course of the research, a sample size of 53 dealers in and around Kolkata were
scanned, on grounds of the following heads as held necessary to come to conclusion:-
• Brand Image of IFB,

• Brand Preference of the dealers,
• Weakness factors of IFB,
• POP display materials, and
• Products at display
Observations at dealers point:
• Approximately overall 37% (20/53)of the dealers are found to possess a strong preference
of the brand IFB, as far as washing m/c ‘s are concerned, among which 40% (8/20)
dealers also recommended IFB microwave ovens.
• Approx 20% (11/53) dealers solely stressed upon IFB products without highlighting other
brands.
• 35% of the dealers responded neutral to the brand justifying personal preference and poor
after sales service. Two of the dealers include Great Eastern (Behala) and Raipur
Electronics (Charu Mrkt.).
• Remaining 28% reflected a weak brand preference, majorly on basis of poor after sales
service and presence of international brands offering better product quality such as LG
and Samsung.
Page | 11
• Points of purchase (POP) display materials in most of the dealer outlets are absent. These
comprises of approximately 62%(33/53). Only a handful stores such as Genesis (Netaji
Nagar), Khosla Electronics (Garia and Behala ) and Zenith Lifestyle has sufficient glow
signs and stickers on displayed products which depicts the presence of the brand IFB.
• Brochures are only present in a handful number of stores; Zenith Lifestyle and Sales
Emporium(Nager Bazaar) being two having sufficient brochures to hand over to visitors.
• Other brands such as Samsung and LG are having standing glow signs, wallpapers and
hoardings which are absent with IFB.
• De-promotion of the brand is mostly on basis of poor after sales service. IFB as an
outdated brand and presence of international players were also perceived by
approximately 18% of the dealers.
• Breaking of tie-up with Bosch and inclusion of Chinese components was also highlighted
by 3 dealers, namely Anandamela, Ankur Electronics and GETCO (Dalhousie).
• Knowledge of top loading washing m/c’s of IFB was nil with all dealers. Only Sathi
Lifestyle store (Barrackpore) had 1 wallpaper featuring top loaders but the sales
representative did not disclose any information.

Feedback from Dealers: Page | 12
Positive Negative
• Needs no advertisement because of • Poor after sales service
product quality • Presence of international brands such as
• Pioneer in Washing m/c, first with the LG and Samsung and their new features
technology of front loaders renders IFB to be outdated
• Best product quality and used in major • Product quality has fallen as tie-up with
industrial purposes Bosch broken.
• IFB produces only a few products and • Water flow holes in tumbler are bigger
delivers optimum quality. in LG as compared to IFB which
enables better washing.

• Free warranty for 4 years
• Display of products in outlets are lower
as compared to Samsung,
LG,Whirlpool and Godre.j

Observations of P.O.P. display materials:- Page | 13
• Around 80% dealers are having only stickers on displayed products as means of brand
communication to customers.
• With low products in display, the brand IFB is not noticed unless the sales representative
informs the customer or the customers are seldom aware of the brand. A few of the stores
where the brand is suffering includes Khosla Electronics (Ballygunje Phari), Multi-
Channel (Golpark), Fairdeal International (Santoshpur), GETCO (Barrackpore) etc.
• Samsung and LG are providing glow hoardings with printed dealer names in almost
every outlet. IFB is having only small glow signs in only a few outlets namely
Khosla(Garia), Genesis(Netaji Nagar), Multi-Channel(Golpark) etc.
• Brochures and leaflets for all brands are limited in every outlet of all brands, but a few
like Zenith Lifestyle and Sales Emporium (Nager Bazaar) have extra amounts to
handover to visitors.
P.O.P. display sticker observations:
• P.O.P. display stickers in Samsung and L.G. mostly included product features such as
“diamond drum”, “ceramic heater”, “Volt Control” in washing m/c’s. In microwave
ovens, it comprised of the process in which it operates like”T.D.S.-Triple Distribution

System”, “ Power Steam” and end results-“Crusty Cook” etc.
• LG in microwave ovens based it in terms of product feature differentiation –

Page | 14
“Intellowave Technology”, and highest number of Auto-Cook menus, and
“dehumidizer”. In washing m/c’s, LG stressed on “Allergy Care” as being accredited by
London Medical Association”.
• These display stickers are highlighted with stylish fonts and colorful images. On the
contrary, IFB products are mostly found to depict only customer satisfaction and free
warranty, being portrayed on bold letters on pastel shades. These are not at all flashy and
attract visitor’s attention all of a sudden as compared to competing brands.
• LG’s promotional program “Mallika-e-kitchen” on television was highlighted in many
microwave ovens, which easily attracts a customer’s attention.
Recommendations:-
• Improvement in after sales service through set up of service centres.
• More products should be displayed for visibility and recognition of available products.
• In house branding through wallpaper stickers, glass door stickers, glow sign boards, toll
free numbers etc.
• Advertisements and P.O.P. display stickers stressing on product features and
differentiation points.
• Availability of sufficient brochures and leaflets at dealer outlets for visitors and
customers.
• BTL activities such as demonstration and road shows for educating customers about the Page | 15
brand and products.
• Free distribution of IFB merchandise such as key chains, t-shirts, product covers, watches
etc. for brand recognition and awareness.

Page | 16
PART II:
A look below the line
[An insight of BTL marketing activities at IFB]
Type: BTL Marketing Initiatives
Locations: Kolkata and adjoining areas.


Part II Page | 17
Activity I: Trade Fair.
Description:
Adam Electronics, a reputed dealer outlet in Howrah organizes this trade fair every year,
showcasing all its products under separate brand heads.
The different consumer durables displayed at the fair were Air Conditioners,
Refrigerators, Microwave ovens, washing m/c’s, televisions, camera’s and laptops.
The main attraction of this fair are the huge discounts provided to customers along with
free gifts and services.
All major consumer durable brands are provided with separate stalls, decorated with
brand banners, backlit glow signs, podiums and flex banners.
Customer Support Representatives from the Companies and the dealer were all present to
assist the visitors.
Major brands include Samsung, Sony, LG, IFB, Godrej, Whirlpool, HCL and Philips.
Announcement of discounts and offers was coordinated to enhance customer’s

awareness.
Sales Strategy:
Sales Representatives were found to undertake individual strategies to enhance sales. The
Page | 18
following table briefly represents the facts:
Features Service Price Offers

LG Y Y Y Y
Samsung Y N N Y
IFB Y N Y N
Godrej Y N Y N
Sony Y N N Y
Whirlpool N N Y Y
Apart from the above mentioned heads, IFB representatives were found to stress upon the
durability of the products.
The new service outlet at Belghoria was stressed upon to enhance promptness of after
sales service.
Display of products and prompt attendance of representatives provided visitors with a
good brand image.
Display of Dryers and dishwashing m/c’s also helped in product and brand awareness.
Live cooking class at IFB outlet attracted many visitors.

Stalls:
Individual counters for separate brands were set up.
Samsung and LG had separate stalls, located near the main entrance of the fair, which Page | 19
made brand recognition of both more visible.
IFB shared its outlet with Whirlpool and Godrej. The display area provided to IFB was
smaller than other brands.
IFB banners were put up throughout the display area. Standing banners were also hosted
at the entrance of the stall.
IFB products were evenly displayed backed up by 3 to 4 representatives, which made
reaching the customers easier, while other stalls suffered in this respect, namely Samsung
– only 1 representing microwave and washing m/c.
Live demo of the Industrial Dishwashing M/c, model DWN 51 was unique among all
brands in the fair.

Demand:
Demand of consumer durables varied from stall to stall. The following table represents demand,
as per representative’s feedback from different brands:- Page | 20
W-m/c Microwave A.C. m/c Refridgerators Televisions
LG Low Low High Medium Low
IFB High Medium N/A N/A N/A
Samsung High Medium High Medium High
Sony N/A N/A N/A N/A Medium
Godrej Medium High Medium High Low
Whirlpool High Medium N/A High N/A
Offers and Gifts:
Heavy discounts on M.R.P. were the most vital aspect of the fair. A straight-away 15%
- 20% discount on retail prices was constant with all brands.
Prices of IFB washing m/c’s ranged between Rs. 8,000(approx) to Rs. 25,000. Samsung
and LG products were also priced between Rs. 8500(approx) and up.
Free gifts and combo offers were also provided for LG, Godrej and Sony. Combo offers
mainly included televisions and DVD players at reduced prices.
Free gifts with digital cameras such as carrying bags and memory cards were also
Page | 21
catered.
The slashed prices were prominently displayed in tags at the IFB counter, on every
product, which was unique amidst other brands.
Sales Figures:
Targeted Sales: Rs.3, 00, 00,000.
Total Sales: Rs.3, 00, 00,000.*
IFB Sales*
Nos. Amount
Washing Machine 54 7,56,000
Microwave Ovens 34 2,21,000
Dishwashing Machine 4 1,04,000
Tot 96 1081000
al
Note: * - Approximate figures.

Feedback from the Organizer:
A minor interaction with the organizer, i.e. the proprietor of the dealer Adam Electronics
revealed the following facts: Page | 22
The fair is organized every year as it is interactive and effective. It enhances the brand
equity of the Company, Adam Electronics.
This fair works as a strong brand association for the customers. The free gifts, discounted
prices of the items, the Disk Jockey playing recent hit numbers were appreciated by all
the customers.
All brands are noticed to perform well, LG – personal favorite.
Quality is most important that consumers look in a product followed by after sales service
and price.
Investment is quite high to organize each fair, but it churns good profit of around 25% to
40%.
IFB produces very durable products. Customers are found to use it for 8 to 10 years at a
stretch.
Recommendations:
Combo offers can be implemented as customer’s look for it all the time.
Fabrication of a separate IFB outlet in trade fairs, decorated with product features and Page | 23
customer feedbacks.
Special Invitation to restaurant owners and People form renowned hotels for showing live
demo of IDW and Industrial Laundry systems.
• Issue of gift coupons from tie up with related products such as Borosil or Corelle utensils
for microwave ovens, can pull in more customers.


Part II - Activity II – Mobile Van Displays
Description:
Page | 24
IFB products were displayed through a mobile van for creating brand awareness and
promotion.
The mobile van was fabricated by IFB banners with caption lines, Helpline numbers, and
product range.
Representatives of IFB were instructed to assist people generating enquiries of different
products.
Description and features of respective m/c’s were given to people interested in buying
microwave’s and washing m/c’s.
Leaflets of IFB products were also distributed beside the mobile van, to people passing
by, for brand awareness and promotion.
Venues for this BTL activity were Amatala, downtown Behala and Sonar pur.
Limitations:
The mobile van was parked at one corner, not impressive to attract visitor’s attraction.
People were required to be approached individually. Refusal to take leaflets and talk with
customers was high.

It is not a mass approach activity. Limited number of representatives resulted to
negligence to a few visitors.
Footfalls were low, particularly in Amtala. Only a handful number of people could be Page | 25
reached, only those departing from local offices.
Timings for this activity were in early evenings. Response could have been better in late
evenings, around 7 to 8 p.m., from the office returning people.
Recommendations:
The Presence of a microphone coordinator can let people know about the activities at the
mobile van. More representatives should be present to assist and pull-in visitors.
The mobile van’s hoardings look too simple. Fabrication of the mobile van with more
impressive posters and banners will create a better brand image in the customer’s mind.
Interactive demonstrations to engage public with the brand, such as a cooking class can
attract housewives and working women.
Discounts on spot booking of products can be given to enhance sales.
Organizing the activity at heavy traffic office areas, such as Dalhousie and Salt Lake Sec
V can attract a huge sector of people.


Part II
Activity III – Cooking Class
Page | 26
Description:
The microwave oven division of every Company organizes cooking class to assist
respective customers with its proper usage. IFB also organizes this activity, in different
outlets, such as in Cucina – Ballygunje Phari, Envision – Netaji Nagar etc.
The cooking classes are interactive and conducted by an experienced person from the
hospitality industry, being trained on IFB microwave ovens.
Customers get 2 free cooking classes post purchase of IFB microwaves at the nearest IFB
outlet to their residence. Attendance ranges between 5 to 10 heads.
Instructions on cooking different meals and cuisines in microwave ovens are provided to
customers through these cooking classes.
These cooking classes also instruct customers on proper maintenance of the IFB ovens
and safety features to be adhered to its use.

Customer queries are also taken care and are recommended accordingly.
The cooking class is usually held in IFB Cucina, a solely retail outlet of IFB home
appliances, and other showrooms in presence of other IFB consumer durables, which Page | 27
adds to the promotion of the brands product range.
Customer feedback form is also provided for any complaints and suggestions.

Part II
Activity IV – Tie-up Campaigns
Page | 28
Description:
The tie-up campaign of IFB home appliance division is a unique brand promotion and
sales activity.
The main purpose of this campaign was distribution of gift vouchers. The gift vouchers
comprised of discounts up to Rs. 2000 on IFB home appliances, redeemable through
contact numbers mentioned there.
Additionally with each tie-up, a customer contact form was handed over to keep track of
the distribution of these vouchers.
As per the instructions, owners and managers of different saree and jewellery shops were
approached and given the gift vouchers for distribution to their customers, purchasing
respective products at the shops of a minimum of Rs. 2500.
Convincing the owners of the shops was completely based on loyalty they will gather
from their customers through these gift coupons.
Shops and area covered

Details of the approached shops and the number of gift coupons handed over are as follows:
Page | 29
Name of saree/jewellery shop Number of gift coupons given
Amrita bastralaya , gariahat 8

Rajlakshmi bastralaya , gariahat 10
Adi dhakeshwari bastralaya 12
Venus gold museum,gariahat 2
Benarasi hut , gariahat 4
Anchal saree, golpark 10
D.K Basak , gariahat 5
P.Majumdar , deshapriya Park 5
Rupashree Jewellers , deshapriya park 21
Dhakeshwari bastralaya,gariahat 10
Chaaya stores,gariahat 5
Select stores, gariahat 10
Radhalaya bastralaya, gariahat 5
Sunita ,triangular park 25
Benarasi kuthi , triangular park 5
B.K Fashion, triangular park 5
Swarna Bitan, behala 5
S.Ghosh and brothers jewellery, behala 10
Tirupati jewellers,behala 10
Ramakrishna sarees, behala 10
Indian silk house, behala 10
Limitations:
The refusal rate was around 1 out of 5 shops. Mostly, small saree shops were all
convinced to tie up for this activity.

Nearly 60% of the shops that were convinced failed to distribute them. They based their
limitations on shortage of manpower and high sales pressure during high traffic business
hours at their shops.. Page | 30
The benefit for the shops, as per the instructions i.e. customer loyalty was weak. This
remained an important drawback of the entire campaign.
Redemption of this gift voucher only through the contact number provided was a major
drawback. Few saree shop owners held this redeemable at every dealer outlet, however
the misconception was explained.
Recommendations:
Advertisement for coupons:
Letting people know of coupon offers from purchases through the shops will serve in
educating the customers. This will let people ask for coupons on respective purchases.
This can be done through standing hoardings or banners outside the shop, with clear
outline of the details.
Redemption through dealer outlets:
The option for redemption of these coupons at all IFB dealer outlets should be kept open.
This would give customers a wider perspective to buy IFB appliances.

Co-branding through related Industries:
Page | 31
IFB advertisements can be given through bills and other literature of related industries,
such as through hospital bills, for washing machines and dryers, on grounds of hygienic
washes. Restaurant bills can also host IFB brand name for microwave ovens.
Better offers to saree and jewellery shops:
Apart from customer loyalty, IFB can hold lotteries for participating shops, prizes being
its own appliances or other products. This will motivate the respective owners of shops to
undertake the tie-up. Special discounts for these owners on IFB product range can also be
given.

Part II
Activity V – Brand Promotion
Description:
A unique brand promotion and awareness activity was organized by IFB Home
Appliances at the Princeton Club, amidst a crowd of approximately 250 people.
Home Appliances were displayed, and consisted of washing m/c’s, microwave ovens, Page | 32
dryers and dishwashing m/c’s.
Different people from the corporate sector got access to the brand and its product range.
IFB representatives were present to assist visitor’s queries, explain the features of m/c’s
and suggest suitable models to visitors.
Regular announcement of the brand and its product range were made. Hoardings and
banners were also put up to enhance the presence of IFB.
Recommendations:
Mass interactive activities:
Competition on cooking in IFB microwave’s in residential complexes can be a good platform for
housewives to try out IFB range of microwave ovens. Participants can directly associate with the
brand’s quality, and performance.
Page | 33
Arranging free service campaigns:
After sales service camps for IFB products in different residential complexes can prove
beneficial in brand loyalty, both for users and non-users.

Page | 34
PART III:
Potential Client visits for Industrial Dish Washing M/C’s
Type: Brand Awareness Programme for IDW m/c’s
Locations: Kolkata.
PART III:
Potential Client visits for Industrial Dish Washing M/C’s
Roles and Responsibilities:
• The basic role for this project was to make the presence of Industrial Dishwashing
Machines (I.D.W.) in all levels of the respective industry, which deal in food and
Page | 35
beverages.
• Initially, a list of companies were prepared, who were identified potential for using IDW
machines.
• The identified companies was sorted out under the following heads, to keep track of
activities:
o Restaurants
o Pubs, Lounges and Discs,
o 4 n’ 5 star hotels,
o Clubs,
o Ships and moving vessels,
o Hospital and clinics.
• The entire list was around 100 companies, spread all over Kolkata, for which cold calls
had to be made.
Page | 36
• The flow of activities was as follows:
Approach:
• Clients were approached on basis of brand awareness and research on

dishwashing and related areas.
• Interaction with the client were basically based on details of breakage, water Page | 37
consumption, footfall numbers, water usage etc.
• Details of Industrial Dish Washing M/c’s were given and suitable m/c’s were
recommended. Brochures were handed over to clients.
• Potential clients were followed up with additional details and proposals from IFB
Industries accordingly.
Experiences and Observations:
• Around 70% verticals were a bit hesitant to the idea of mechanized dish washing.
• Reasons differed, for some it was that m/c’s cannot substitute the very idea of
hand wash, such as for Ballygunje Dhaba and Hotel Fairlawn International.
Others like Mr. Siddhartha Bose of Bhojohari Manna based their judgments on
high investment behind these m/c’s.
Page | 38
• A few clients such as Mr. Parikshit Gupta of Gupta Brothers restaurant were
already aware of IDW m/c’s and added their experience of its pros and cons. A
similar experience was in Bacchan’s Dhaba at Rashbehari Crossing.
• Accessories such as tables and bins for rack conveyor m/c’s, or installation of a
booster pump for maintaining high water pressure was objectionable for some
clients as the m/c is already very high priced for them.
• Space for installation of the m/c’s was a major query for some clients.
Potential Clients:
List of potential clients gathered during the internship tenure is as follows:

Page | 39
Name of Clients Location
Gupta Brother’s New Alipore
Oriental Cuisines (Benjarong, Zara) South City Mall
Hotel Pan-Asia Continental Sarat Bose Road
RSV Hospital Tollygunj Phari
Floatel Millennium Park
Vivada Cruises Millennium Park
Recommendations:
Advertisements:
Since most of the restaurants are unaware of IDW m/c’s, advertisements in industrial and
business magazines can be effective. This will educate the customers about both the m/c’s and
the brand.
Presence of Senior Official:
Senior officials may assist trainees during client visits. This will provide a better platform for
learning about client communications as well as the technical details.

Page | 40
PART IV:
Internet and Social Marketing
Type: Research on feasibility of marketing IFB in the internet and through social media.
Data Collection: Secondary Data
Locations: Kolkata.
Internet and Social Marketing

A research on feasibility of marketing IFB in the internet and through social media.
Introduction
Page | 41
Internet Marketing is the integration of a company or a brand with one or more online
communities by means of the following:-
• Participation in different forums,
• Blogging,
• Communities in social networking websites such as face book or twitter, and
• Enabling customers and guests for feedback on the brand etc.
Summing up, internet and social marketing is a company’s effort to attract attention, initiate
conversations and feedback on its product or service range and share it on social network.
The word spreads from one reader to another, with multiple views and suggestions.
Platforms
Most popular internet and social marketing platforms include:
• Youtube
• Facebook
• LinkedIn
• Twitter
• MySpace
• Blogspot by Google.
The above mentioned platforms proved beneficial for many renowned companies, example –
Dell Computer, Target, Starbucks, Bajaj Motorcycles, Maruti Udyog Ltd.etc.

Page | 42
Operations followed by these Companies were simple such as hosting advertisement for
newly launched products, feedback on products performance, online polls, varied suggestions
from users to others etc.
Advantages and Drawbacks:
• The major advantage with internet marketing on social media is that the forum is open 24
x 7 hrs. Customers have access anytime and every time, as per their requirements.
• A platform to reach customers from every part of the world is possible through this
medium.
• Tapping global customers and letting them aware of the brand and its products is easier.
• The cost for spreading the messages is vey negligible. It is almost nothing in platforms
such as YouTube and Facebook. All that’s needed is opening and registering a/c’s in the
websites.
• Multiple views and suggestions from users and non users are easily accessible.
Performance of products and reputation of the brand can be obtained directly from the
customers.
• Customers demand and want can be studied accordingly.
• The major drawback in marketing through this medium is the high costs involved in
developing a secure website for online transaction.

• Procurement and delivery of orders should be very prompt in online transactions.
Maintaing a separate department is recommended by experts, but involves investment.
Page | 43
The Present Scenario:
• IFB industries Ltd. is having no presence in the above mentioned platforms. Only
1 or 2 communities exist in Orkut, but limited to only employees. Discussions on
forums are limited within the employees of the Company. Presence of the brand
in Facebook, YouTube and other sites are absent.
• Competing brands such as LG, Samsung, Electolux, Haier are flooded in the social
networking websites.
• These competing brands are having separate communities on its products as
well as on the brands on a whole, example: LG has a community for the brand
name, with new product communities such as the CookiePep mobile phone.
• Users are having memberships in the communities for sharing their experiences.
Forums for non-users also exist wherein features and add-ons are explained.
Discussions in the forums are open for all users.
• Samsung also has product demonstration videos and commercial advertisements
link in YouTube. Forum is also present for suggestions and remarks.
• Online store for shopping is also catered by Samsung. This proves effective for
working people busy on their schedule.

Page | 44
Recommendations:
Online a/c’s:
• Opening of online a/c’s or registering the brand IFB in platforms such as Facebook and
YouTube will give its presence to all members of the websites. Continuous updates of the
a/c’s needs to be performed and forums should be initiated for feedbacks from the
members. Separate a/c’s for its products range should be maintained.
• Uploading demonstrations and product features in YouTube will give a good recognition
for the brands products.
Blog Posts:
• Blog posts on its different products such as microwave’s or washing m/c’s can be
maintained at blogspot.com, one of the renowned blogging websites by Google.
Blog posts on the advantages of using IFB products can give the brand good
differentiation points.
Page | 45
Online Store
• Development of a new website for e-Commerce and online shopping can prove effective
for people who are busy and can hardly find any time to drop in to stores.
• Online stores also can prove effective to reach global customers.
Newsletters and constant mails:
• Option for newsletters and update e-Mail notifications can be maintained to let interested
people receive the latest updates of the brand and its products.
Page | 46
Overall Analysis of the Project Undertaken

………..A compilation of learning experience and conclusions.
Page | 47
Summary of learning experience
The learning experience gathered from the four different sub projects for the “brand analysis of
IFB” was quite unique as the theoretical inputs were understood in the real industry environment.
Various wrong myths with certain theories were resolved and importance of those was
accordingly understood. Handling of unforeseen situations by deviating from theories was also a
major learning experience from this internship project. Both, the importance of working in teams
and alone, also remained a major learning experience.
Conclusions:
From all the above mentioned sub-projects, it can be concluded that awareness of the brand is
limited to people, as compared to its competitor’s such as Samsung, LG, Electrolux, Godrej or
Hobart(for IDW m/c’s) etc. By visiting dealer’s and interacting with the sales representatives,
customers attending the trade fair at Howrah as well as during mobile van shows, it is easily
found that indicating the brand distinctively or mentioning it in the first instance is absent,
unlike it’s competitors namely Samsung and LG for home appliances and Electrolux for
Industrial Dish Washing M/C’s. Once mentioned by customer’s to sales representatives (which
was undertaken during mystery shopping) is followed up by good remarks and feedback.
Summing up, it can be said that the confidence of the general public with the brand name is very
Page | 48
low. Adequate measures should be taken to improve the brand as a whole. , A few are listed in
the recommendations portion earlier in details with the sub projects.
SIP Completion Certificate

Page | 49
APPENDIX
1) Copy of dealer visits and feedback for mystery shopping attached.
2) Copy of client visit list for IDW also attached.
3) Websites consulted for Internet and social marketing:-
i. Wikipedia
ii. Ezine articles
iii. Facebook
iv. YouTube
v. BlogSpot, Google.
4) IFB group websites.

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Brand Analysis of IFB.

Summer Internship Project Report

“Brand Analysis of IFB” Page | 1

Under the guidance of

Prof. Amitabha Ghose

Prof. Richa Shukla

IFB Industries Ltd.

Globsyn Business School

Post Graduate Programme in Management(PGPM)

Enrollment No. -010108057

Globsyn Business School.

information for any person reading it.

related to the project work.

And support for the project.

Enrollment No. -010108057

Globsyn Business School.

the period April, 2010 to June 2010.

enrolled for in Globsyn Business School.

Internal Guide External Guide

Prof. Amitabha Ghose Ms. Sreemoyee Chatterjee

Globsyn Business School Asst. Manager –Marketing.

IFB Industries Ltd.

Program in Management (PGPM) at Globsyn Business School.

any degree or diploma.

Enrollment No. – 010108057

Globsyn Business School.

Part I – Market Research 9

Part II – BTL Activitites

Activity I - Trade Fair 17

Part III – Client Visits for

Part IV – Internet and Social

Overall summary and Conclusions 45

S.I.P. Completion Certificate 47

IFB Industries Ltd.

Decoilers, Strip loaders and others.

Growth and Development of the Organization

1988: Expansion in Bangalore

1989: Expansion in Goa

Present Status of the Organization:

IFB Industries, Kolkata: automotive fine blanking components

IFB Home Appliances, Goa: washing machines, micro wave ovens

IFB Automotive R & D Centre: Bangalore

IFB Agro Industries:Kolkata.

Vision & Mission of the Organization:

through innovation and quality excellence.

We are committed to environmental preservation and social responsibility.

IFB Industries Ltd.

IFB Automotive Private Ltd.(Bangalore) Rs. 200 Crores, USD 45 million

AutoLiv IFB(Bangalore) Rs. 250 Crores USD 55 million.

IFB Group Rs. 1000 Crores USD 220 million

New Business Initiatives:

• Angular Washing Machines

• Industrial Washing Systems

Revealing the mystery from the dealer’s mouth

Type: Market Research through Mystery Shopping

Locations: Kolkata and adjoining areas.

Sample Size: 53 dealers

Revealing the mystery from the dealers

Approach to the Research

scanned, on grounds of the following heads as held necessary to come to conclusion:-

• Brand Image of IFB,

Observations at dealers point:

dealers also recommended IFB microwave ovens.