Vision and Mission

EXECUTIVE SUMMARY

I am presenting this report on brand loyalty and promotional mix,

starts with the rational behind preparing the report, objective, a brief

history of the brand and covers a wide variety of topics, such as making of

the brand, product offerings, brand portfolio, customer perceptions, hr

policy, advertisement strategy,etc.

All this research is then followed by a survey which reveals some facts

about the brands image in the minds of the consumer and satisfaction

derived by the consumers after purchasing the brand.

At last I have concluded the report with my interpretation of the whole thing

and the information collected is presented with the help of charts and

diagrams.

RATIONALE OF MAKING THE REPORT

The American marketing association defines a brand as a name, term, sign,

symbol or design or a combination of them intended to identify the goods or

services of any one seller or group of sellers and to differentiate them from

those of competitors.

Brand is the added value endowed to a product and services. This value

may be reflected as in how consumers thinks, feel or act with respect to a

brand as well as the prices, market share an profitability that the brand

commands from the firm.

You can not understand consumers emotions, feeling, his aspirations and

expectations for a brand by reading books or theoretical knowledge; for that

purpose you have to interact and communicate with the consumer up close

and personal and ask him directly or indirectly about his perception of the

brand.

In the same manner you have to approach the customers/consumers

directly to understand his experience of buying and using a product; and

weather he/she is satisfied with the whole process or not. This is very

important for a marketer because...