madhu ifb full project 12-04-12
TRANSCRIPT
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 16-
18 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
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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 April-
October 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 consumer’s 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 Models
Economy segment (up to Rs 0.25mn) Maruti Omni, Maruti 800, etc.
Mid-size segment (Rs 0.25-0.45 mn) Fiat punto,linea, Hyundai Santro,i10,Eion, Tata Indica, Maruti Alto etc.
Luxury car segment (Rs 0.45- 1mn) Tata Indigo, Honda City, Mitsibushi Lancer, Ford Ikon,fiesta,figo, Hyundai Accent & others
Super luxury segment (above Rs 1mn) Mercedes Benz & other imported models
The economy segment has a very large foothold over the Indian automobile market as compared to the mid-size and luxury segment.
Segment Market Share (%)
Economy 90.2
Mid-size and luxury 9.8
Figure -Structure of Passenger Vehicle Market (India)
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Domestic Market Share for 2010-11(in %)
Passenger Vehicles 16.25
Commercial Vehicles 4.36
Three Wheelers 3.39
Two Wheelers 76.00
Fig showing Segment wise market share in 2010-11 in India
COMPANY PROFILE
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A study on Employees Role in Building Brand Image at IFB Apl
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
Germany set up a joint venture company called RHW India Pvt Ltd in India for the
manufacture of automatic seat adjustment mechanism.
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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
b. Nature of business carried
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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, Company’s 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.
Quality Credentials are:-
1998: ISO 9000
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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
Picture showing the IFB automotive Products: At the core of safety.
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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
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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
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Fan Motor and Shroud Assembly
IFB Company’s Esteemed Customers
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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 company’s 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
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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 , Brose – Germany
Faurecia – France , Shiroki – Japan
Keiper – Germany
Imasen – Japan
CRH – Germany
Major Competitor’s 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,Citroën, 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.
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About half of these sites are manufacturing plants operating on the just-in-
time principle. Faurecia joined the United Nations Global Compact in 2004. French car
manufacturer PSA Peugeot Citroën 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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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 : ISO 9000
2000 : QS 9000
2003 : ISO 14001
2003 : TS 16949
2004 : 100 PPM
2006: 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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IFB Sub Assembly
Packaging
Customer
Plating / CoatingIFB Final Assembly
Vendor
Raw MaterialSub-contract
IFB Automotive
Stores
A study on Employees Role in Building Brand Image at IFB Apl
J. Work Flow Model
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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-KINSEY’S 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 1970’s 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 7s’s
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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VICE CHAIRMAN
CEO
HR SCM V.P & HEADSEATING SYSTEM
DOOR SYSTEMS
LATCHES IT
PGRM MGMT MANAGER
R & D MANAGER PROCESS ENGG & OPERATIONS
QUALITY D & D
Designers
Analyzers
Designers
Analyzers
Designers
Analyzers
Shift Supervisor
PPC
SQA
Testing
ProcessQA
Designers
Analyzers
Drafting
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.
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 Skills
HR Manager 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
employee’s records.Assistant Manager Working within a team
environment Numerical skills Flexibility positive attitude Able to work evenings
and weekend shifts
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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
Marketing Should have plan for meeting people interacting with them Marketing the products
Able to convenience the customers.
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 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.
Employees 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 EMPLOYEES : 1472
• DIRECT LABOUR : 1180
• ENGINEER / STAFF : 292
• R&D AND DESIGN PERSONNEL : 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..
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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
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
INTERNAL ANALYSIS
STRENGTHS
EXTERNAL ANALYSIS
WEAKNESS THREATSOPPURTUNITIES
A study on Employees Role in Building Brand Image at IFB Apl
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:
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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 don’t 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.
ANALYSIS OF FINANCIAL STATEMENT
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A study on Employees Role in Building Brand Image at IFB Apl
BALANCE SHEET as at March 2011
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A study on Employees Role in Building Brand Image at IFB Apl
PROFIT AND LOSS ACCOUNT for the year ended March 31, 2011
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A study on Employees Role in Building Brand Image at IFB Apl
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 company’s branding and challenges
faced in sustaining the brand image of the company.
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A study on Employees Role in Building Brand Image at IFB Apl
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 competitor’s 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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A study on Employees Role in Building Brand Image at IFB Apl
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 buyer’s 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 company’s 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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A study on Employees Role in Building Brand Image at IFB Apl
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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A study on Employees Role in Building Brand Image at IFB Apl
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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A study on Employees Role in Building Brand Image at IFB Apl
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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A study on Employees Role in Building Brand Image at IFB Apl
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 can’t 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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A study on Employees Role in Building Brand Image at IFB Apl
8. ANALYSIS AND INTERPRETATION
TABLE 8.1: Table showing profile of respondents based on gender.
Sl. No Gender No of respondents Percentage1 Male 48 96%2 Female 2 4%
Total 50 100%
FIGURE 8.1: Graph showing profile of respondents based on gender.
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.
GCEM, Department of Management Studies Page 41
Profile of Customers
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.2: Table showing respondents understanding on what IFB stands for.
Sl. No Particulars No of respondents Percentage1. International Fine
Blanking0 0%
2. Indian Fine Blanking 50 100%3. International
federation of business0 0%
4. Indian fine business 0 0%Total 50 100%
FIGURE 8.2: Graph showing respondents understanding on what IFB stands for.
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.
GCEM, Department of Management Studies Page 42
Employees Understanding
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.3: Table showing respondents opinion about current branding at IFB.
Sl. No Opinion No of respondents Percentage1. Very good 11 22%2. Good 30 60%3. Average 9 18%4. Poor 0 0%
Total 50 100%
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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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.4: Table showing respondents first company in mind when talked about seating systems.
Sl. no Company No of respondents Percentage1. Swaraj 6 12%2. IFB 30 60%3. Haworth 0 0%4. Faurecia 14 28%
Total 50 100%
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.
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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.5: Table showing the brand element associated with brand IFB
s
Sl. no Particulars No of respondents Percentage1. Just in time delivery 2 4%2. Quality 20 40%3. Price 10 204. Technology 18 36%
Total 50 100%
FIGURE 8.6: Graph showing the brand element associated with brand IFB
4% 40%
20%
36%
Just in time deliveryQualityPriceTechnology
Brand Element
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 IFB’s strengths.
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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.6: Table showing respondents opinion on how brand IFB is positioned
Sl. No Opinion No of respondents Percentage1. Very good 12 24%2. Good 32 64%3. Average 6 12%4. Poor 0 0%
Total 50 100%
FIGURE 8.6: Graph showing respondents opinion on how brand IFB is positioned
Very good Good Average Poor 0
10
20
30
40
50
60
70
Opinion about Brand IFB
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.
GCEM, Department of Management Studies Page 46
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.7: Table showing respondents rating on IFB brand image compared to its closest competitors
Sl. No Rating No of respondents Percentage1. Very good 4 8%2. Good 34 68%3. Average 12 24%4. Poor 0 0%
Total 50 100%
FIGURE 8.7: Graph showing respondents rating on IFB brand image compared to its closest competitors
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.
GCEM, Department of Management Studies Page 47
Rating on brand Image of IFB
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.8: Table showing respondents satisfaction with the current brand image of IFB
Sl. no Particulars No of respondents Percentage1. Yes 16 32%2. No 34 68%
Total 50 100%
FIGURE 8.8: Graph showing respondents satisfaction with the current brand image of IFB
12
010203040506070
Yes
No
YesNo
Satisfaction of Employ-ees
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 IFB’s brand image is not satisfactory and measures
have to be taken to improve the brand image of IFB.
GCEM, Department of Management Studies Page 48
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.9: Table showing area that needs improvement for enhancing the brand
IFB
Sl. no Area No of respondents Percentage1. Operations 6 12%2. Marketing 15 30%3. Quality 10 20%4. Technology 11 22%5. Communications 7 14%6. Systems 1 2%
Total 50 100%
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.
GCEM, Department of Management Studies Page 49
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.10: Table showing the suitable medium to improve the brand image at
IFB
Sl. no Medium No of respondents Percentage1. Corporate Ad’s in TV 22 44%2. Articles in newspapers 10 20%3. Participating in Auto shows 9 18%4. Social Responsibility 4 8%5. Websites 5 10%
Total 50 100%FIGURE 8.11: Graph showing the suitable medium to improve the brand image at IFB
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 ad’s 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 ad’s in TV can fairly improve the
brand image at IFB.
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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.11: Table showing the ranks of companies based on the brand name when
compared to IFB Apl.
Sl. no Companies Rank Percentage1. Swaraj 5 20%2. Faurecia 1 100%3. IFB 2 80%4. IEPL 3 60%5. Imasen 4 40%
FIGURE 8.11: Graph showing the the ranks of companies based on the brand name when compared to IFB Apl.
V
I
II
III
IV
Ranks
SwarajFaureciaIFBIEPLImasen
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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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.12: Table showing the differentiating factor from competitor which enhances the brand image.
Sl. no Factor No of respondents Percentage1. Quality and reliability 24 48%2. Technology 12 24%3. Pricing 6 12%4. Commitment 8 16%
Total 50 100%
FIGURE 8.12: Graph showing the differentiating factor from competitor which enhances the brand image.
48%
24%
12%16%
Differentiating Factor
No of respondents
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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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.13: Table showing the role of employees for sustaining and improving the brand IFB.
Sl. no Particulars Respondents Percentage1. Communicate effectively 26 52%2. Taking part in the various
conferences and seminars 6 12%
3. Conduct workshops 2 4%4. Positive word of mouth 4 8%5. Ontime production and delivery 12 24%
Total 50 100%
FIGURE 8.13: Graph showing the role of employees for sustaining and improving the brand IFB.
52%
12%
4%
8%
24%
Communicate effec-tively
Taking part in the various conferences and seminars
Conduct workshops
Positive word of mouth
Ontime production and delivery
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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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.14: Table showing the satisfactory level of the customers based on the services provided at IFB apl.
Sl. no Level No of respondents Percentage1. Very good 4 8%2. Good 32 64%3. Average 14 28%4. Poor 0 0%
Total 50 100%
FIGURE 8.14: Graph showing the satisfactory level of the customers based on the services provided at IFB APL.
8%
64%
28%
0%
Customer Satisfactory level
No of respondents
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
customer’s needs improvements in satisfying the customers.
GCEM, Department of Management Studies Page 54
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.15: Table showing the based on services provided will the customers approach again for solutions at IFB apl.
Sl. no Particulars No of respondents Percentage1. Will definitely
approach 24 48%
2. May approach 22 44%
3. May not approach 4 8%
4. Will not approach 0 0%
Total 50 100%
FIGURE 8.15: Graph showing the based on services provided will the customers approach again for solutions at IFB apl.
48%
44%
8%
Customer Approach
Will definitely approach May approachMay not approachWill not 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 respondent’s feel the services provided to the
customer’s needs little improvements if the customer wants to approach them again for
any solutions.
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A study on Employees Role in Building Brand Image at IFB Apl
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 Level No of respondents Percentage1. Very good 4 8%2. Good 32 64%3. Average 14 28%4. Poor 0 0%
Total 50 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Product Quality for brand performance at IFB APL.
8%
64%
28%
Very good Good AveragePoor
PRODUCT QUALITY
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 respondent’s feel that product quality is
comparatively good.
GCEM, Department of Management Studies Page 56
A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.16(B) : Table showing the opinion of the employees towards Reliability for brand performance at IFB APL.
Sl. no Level No of respondents Percentage1. Very good 6 12%2. Good 24 48%3. Average 15 30%4. Poor 5 10%
Total 50 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Reliability for brand performance at IFB APL.
12%
48%
30% 10%
Very good Good AveragePoor
RELIABILITY
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 respondent’s feel that reliability is not much
good.
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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.16(C) : Table showing the opinion of the employees towards Service efficiency and effectiveness for brand performance at IFB APL.
Sl. no Level No of respondents Percentage1. Very good 4 8%2. Good 12 24%3. Average 30 60%4. Poor 4 8%
Total 50 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Service efficiency and effectiveness at IFB APL.
8%
24%
60%
8%
Very good Good AveragePoor
SERVICE EFFICENCY & EF-FECTIVENESS
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 respondent’s feel that reliability is not much
important in brand performance.
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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.16(C) : Table showing the opinion of the employees towards Empathy for brand performance at IFB APL.
Sl. no Level No of respondents Percentage1. Very good 5 10%2. Good 20 40%3. Average 24 48%4. Poor 1 2%
Total 50 100%
FIGURE 8.16(A): Graph showing the opinion of the employees towards Empathy for brand performance at IFB APL.
10%
40%
48%
2%
Very good Good AveragePoor
EMPATHY
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 respondent’s feel that empathy is
comparatively good, and not much important.
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A study on Employees Role in Building Brand Image at IFB Apl
TABLE 8.16(D) : Table showing the opinion of the employees towards Price for brand performance at IFB APL.
Sl. no Level No of respondents Percentage1. Very good 2 4%2. Good 26 52%3. Average 20 40%4. Poor 2 4%
Total 50 100%
FIGURE 8.16(D): Graph showing the opinion of the employees towards Price for brand performance at IFB APL.
4%
52%
40%
4%
Very good Good AveragePoor
PRICE
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 respondent’s feel that price also plays an
important role in brand performance.
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A study on Employees Role in Building Brand Image at IFB Apl
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% respondent’s first company in mind when talked about seating systems is
IFB.
40% respondent’s 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% respondent’s opinion on the suitable medium to improve the brand image at
IFB is giving Corporate Ad’s 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. IFB’s main concern is customer’s 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) _________________________ @ifbautomotive.com_
5. Gender ___________________________
6. IFB Stands for International fine blanking Indian fine blanking
International federation of business 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 Marketing Quality Technology
Communication
16. According to you which is the most suitable medium to improve the brand image of IFB?
Corporate Ad’s in TV Articles in news paper
Participating in auto shows Social Responsibility
Websites
17. Rank the following companies based on the brand name. (Rank where 1 -Excellent to 5 -Poor)
Swaraj [ ]
Faurecia [ ]
IFB [ ]
IEPL [ ]
Imasen [ ]
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 May approach May not 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 ( ) ( ) ( ) ( )
23. What according to you is IFB’s 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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