PROJECT REPORT ON“BRAND MAINTENANCE”

ATCATALYSTS BIOTECHNOLOGIES (P)

LTD.

Submitted To:Prof. Soumen Mukherjee

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Submitted To: - Submitted By: -Prof. Soumen Mukherjee Swati Piramal (Team)

Pranav Grover (138)

Rajesh Kr. Gond (165)

Rajesh Ranjan (166)

Raju Mahato (167)

Ranjana Rashmi (168)

Rashmi Yadav (169)

Ratna Makkar (170)

Ravi S Dwivedy (T.C.171)

Richa Dwivedi (172)

Rishu Gupta (173)

Ritesh Jindal (174)

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DECLARATION

To whomsoever it may concern

We hereby declare that the Project entitled “Brand Maintenance” submitted to

Prof. Soumen Mukherjee IMS, Ghaziabad in partial fulfilment for the award of the

degree of PGDM and the project has not previously formed the basis for the award

of any other degree, diploma, associate ship, fellowship or other title.

PREFACE

This is to certificate that this project, titled “Brand Maintenance” done by Pranav

Grover, Rajesh Kr. Gond, Rajesh Ranjan, Raju Mahato, Ranjana Rashmi Roy,

Rashmi Yadav, Ratna Makkar, Ravi S Dwivedy, Richa Dwivedi, Rishu Gupta,

Name Signature

Pranav Grover (BM-011138)

Rajesh Kr. Gond (BM-011165)

Rajesh Ranjan (BM-011166)

Raju Mahato (BM-011167)

Ranjana Rashmi Roy (BM-011168)

Rashmi Yadav (BM-011169)

Ratna Makkar (BM-011170)

Ravi S Dwivedy (BM-011171)

Richa Dwivedi (BM-011172)

Rishu Gupta (BM-011173)

Ritesh Jindal (BM-011174)

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Ritesh Jindal is a bonafide work carried out by them at IMS, Ghaziabad under my

guidance. The matter embodied in this report has not been submitted earlier for

award of any degree or diploma to the test of my knowledge and belief.

Prof. Soumen Mukherjee

Acknowledgement:

A single person alone can never be credited for performing any extraordinary work successfully. It is only possible with the continuous and constant help and guidance that they receive from others.

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With due respect and regards we wish to express our deep sense of gratitude. Our indebtedness and sincere phrases of thanks to Prof. Soumen Mukherjee for his invaluable mentoring and exuberant guidance. We are highly obliged by the constant support that we have got from our faculty during the course of the project. Starting from the initial stages to the end stages we have received continuous feedback with regard to the progress of the project.

Our deep sense of gratitude to Mr. Dinesh Sharma (Manager Business Development, Catalysts Biotechnologies (P) Ltd.) support and guidance. We would also thank our Institution and my faculty members without whom this project would have been a distant reality. We also extend our heartfelt thanks to our family and well wishers.

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Table Of Content

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S.No. Topics Page No.

1 Executive Summary

7

2 Introduction 8-12

3 Company Profile 13-14

4 Company’s view 15

6 Findings 16-17

7 Appendix 18-19

8 Conclusion 20-21

9 Bibliography 22

10 Glossary 23-24

EXECUTIVE SUMMARY

This report gives us a brief introduction about Catalysts Biotechnologies (P) Ltd. that how they make their brand known into the market. They basically focus on value delivery at affordable price, which automatically serves to brand upliftment. They believe in maintaining customer relationship by providing good quality product and good service. According to them if one maintains the customer relationship and good brand then it means that the half work is done, rest of the brand building and marketing will be done by customers itself.

They think that brand is the most important part of an organization to give it recognition among the competitors in the mind of customers. From this we can conclude that brand is the easiest source to earn customer loyalty towards the organization.

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INTRODUCTION

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MEANING OF BRANDING- “The American marketing association” defines the BRAND as “a name, term, sign symbol or design or a combination of them, intended to identify the goods or services of one seller or group of seller and to differentiate them from those competitors “a brand is thus a product or services whose dimensions differentiate in it some way from other products or services designed to satisfy the same needs. These differences may be in the form of functional, or rational, or tangible related to product performance of the brand. They may be symbolic –related to what the brand represents. Branding has been around of countries as means to distinguish the goods of one producer from those of other. The earliest sign of branding in Europe were the medieval guild’s requirements that craftspeople put trademark on their products to protect themselves and their customers against inferior quality.

Brand maintenance is about brand quality, consistency, efficiency and cost–effectiveness. It can be a difficult task even in small organizations, let alone global corporations with multiple stakeholders influencing brand and business outcomes.Brands exist for the long-term. They establish trust in consumers’ minds. They are a company’s most valuable assets and they should be treated very carefully. Every change to the logo design should be viewed in terms of its long-term impact on consumers. A well-managed brand will still be there long after its “guardians” have moved on.

WHY BRANDING?

Branding is endowing the product and services with the power of a brand. It’s all about creating differences between products. Marketers need t teach customers who is the product is- by giving it a name and other brand elements to identify it –as well as what the product does and why customers should care. Branding creates mental structures that help customers organize the knowledge about product and services in a way that clarifies their decision-making and, in the process, provide values to the firms.

For branding strategies to be successful and brand value to be created, customers must be convinced there are meaningful differences among brands in the product or service category. Brands differences are often related to attributes or benefits of the product itself. A brand promise is the marketer’s vision of what the brand must be and do for consumer. The true value and future prospects of a brand rest with consumers, their knowledge about the brand and there likely respond to marketing activities as a result of this knowledge. Understanding consumer’s brand knowledge- all the different things that becomes linked to the brand into minds of consumers –is thus of paramount importance because it is the foundation of the brand equity.

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Brands serve several valuable functions. At their most basic level, brands serve as markers for the offerings of a firm. For customers, brands can simplify choice, promise a particular quality level, reduce risk, and/or engender trust. Brands are built on the product itself, the accompanying marketing activity, and the use (or nonuse) by customers as well as others. Brands thus reflect the complete experience that customers have with products. Brands also play an important role in determining the effectiveness of marketing efforts such as advertising and channel placement. Finally, brands are an asset in the financial sense. Thus, brands manifest their impact at three primary levels: customer market, product market, and financial market.

Integrating Brand Marketing:A variety of branding and marketing activities can be conducted to help achieve the desired brand positioning and build brand equity. Their ultimate success depends to a significant extent not only on how well they work singularly, but also on how they work in combination, such that synergistic results occur. In other words, marketing activities have inter- action effects among themselves as well as main effects and interaction effects with brand equity. Three noteworthy subareas of this topic are the brand- building contribution of brand elements, the impact of coordinated communication and channel strategies on brand equity, and the interaction of company- controlled and external events.

The Marketing-Mix and Brand Equity: - Marketing- mix modeling has increased in popularity with industry and academics. Considerable research has examined the effectiveness of different elements of the marketing mix. For example, numerous studies have examined the short-term and long-term effects of advertising and promotion. This research often looks at different out- comes and indicators of marketing effectiveness. Although these research streams have pro- vided considerable insight, they have not typically addressed the full breadth of brand equity dimensions. In particular, it is rare that measures of customer mindset are introduced as possible mediating or moderating variables in analyzing marketing effectiveness.Branding and brand management has clearly become an important management priority for all types of organizations. Academic research has covered a num- ber of different topics and conducted a number of different studies that have collectively advanced our understanding of brands. Table 1 summarizes some of the generalizations that have emerged from these research studies that were reviewed in this paper.

To put the academic literature in marketing in some perspective, it could be argued that there has been somewhat of a preoccupation with brand extensions and some of the processes that lead to the development of brand equity. By contrast, there has been relatively limited effort directed toward exploring the financial, legal, and social impacts of brands. In terms of methodology, considerable effort has been devoted to controlled experimentation, although some work has focused on choice modeling of scanner data. Little integration of these two streams with each other or the qualitative

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work on branding has appeared.Although much progress has been made, especially in the last decade or so, a number of important research priorities exist that suggest that branding will be a fertile area for research for years to come. This review of these different areas suggests a number of specific research directions in those various research programs. Many important branding questions and issues are yet to be resolved. The above discussion will hopefully stimulate progress in these and other areas.

The Benefits of Branding Your Product or ServiceBrands are so numerous and common- place today that we are inclined to take their significance for granted. Branding refers to the use of a name, a term, a symbol or a design to identify goods or services of a seller and to distinguish them from those of other sellers. A good brand name can make a big difference in your success. Your brand name may be the single most important decision you can make about your company, product or service name. Branding is advantageous because it

1. Creates an Image or Personality. A brand name can project an expectation of its performance and an emotion or feeling about it.

2. May Help Segment Markets. Virtually identical products could be sold in different distribution channels under different brand names and positioning.

3. Makes Purchasing Easier. After making a satisfactory brand decision for the first time, customers are likely to make repeat purchases without major reconsideration. Therefore, a good brand speeds up shopping.

4. May Develop a Customer Franchise. Achieving brand loyalty among your customers will protect you from competition and give you greater control over your marketing mix.

Brand name selection is still an art, but there are a number of general rules that should be observed. Your brand should help communicate something important about your product or service – like its core concept or reason for being. It should be short, memorable, pronounceable and distinguishable from competition. If you are involved in exporting, you need to be concerned with its foreign meaning (many firms have been embarrassed on this one).Once you have a great brand name, branding can make your promotion more effective and efficient. Persistent promotion of your brand can create various levels of

Brand Familiarity such as brand recognition, preference, insistence or advocacy.

Brand Recognition is when target customers remember having seen or heard of the

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brand. This is critically important, basic prospect education for new companies, products or services.

Brand Preference is when target customers will choose the brand out of habit or past experience. If your customers are satisfied with the products or services, they will buy your brand again if available.

Brand Insistence is when target customers insist upon a product and would be willing to search extensively for it. Your customer is so satisfied that your competitors don't have a chance to take the business away from you (competitive insulation).

Brand Advocacy is when the satisfied customer tells everyone whom they know how great your product or service is. They become your best salesperson.

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COMPANY’S PROFILE

Catalyst Biotechnologies Pvt. Ltd. is a manufacturer and trading company, which manufacture enzymes, probiotics, natural products and nutritional products. The products, which this company sells, are mostly made in the company and some of the products are bought from their parent companies. Its main products are bought from one of the known well-established company of India, which is BIOCON.

Biocon is India's leading biotechnology enterprise. Established in 1978, the company today is an integrated biotechnology enterprise focused on the development of biopharmaceuticals. The company serves partners and customers in over 50 countries. Within the biotechnology space, the company ranks first in Asia in terms of revenues and market capitalization and sixteenth globally. Kiran Mazumdar-Shaw heads the company. Biocon went for an IPO in 2004. Biocon became only the second Indian company to cross a market capitalization of one billion U.S. $ on the first day of listing. Mazumdar-Shaw and her husband John Shaw own over 60% of the company's stock.Biocon has established itself as an emerging global biopharmaceutical innovator in just over a decade. Strategically leveraging a portfolio approach on chronic disease segments and integrating well-validated target to clinic to counter capabilities, we have built considerable brand equity and are on the path to delivering affordable innovation.Biocon has rapidly developed a robust drug pipeline, led by monoclonal antibodies and several other molecules at exciting stages in the biopharmaceutical value chain. With the successful commercial launch of our first anti-cancer drug and several promising discovery partnerships in the clinic, we remain committed to scaling new heights in frontier science and achieving new milestones in affordable medicine.

Catalysts Biotechnologies purchases some amount of finished goods from BIOCON and also they purchase raw materials from BIOCON to make their own finished products. They sell their products mainly in distilleries. Their products are

1. Enzymes: - These are proteins that catalyze (i.e., increase the rates of) chemical reactions. In enzymatic reactions, the molecules at the beginning of the process, called substrates, are converted into different molecules, called products. Almost all chemical reactions in a biological cell need enzymes in order to occur at rates sufficient for life. Since enzymes are selective for their substrates and speed up only a few reactions from among many possibilities, the set of enzymes made in a cell determines which metabolic pathways occur in that cell. Like all catalysts, enzymes work by lowering the activation energy for a reaction, thus dramatically increasing the rate of the reaction. As a result, products are formed faster and reactions reach their equilibrium state more rapidly.

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2. Probiotics: - These are live microorganisms thought to be beneficial to the host organism. Live microorganisms which when administered in adequate amounts confer a health benefit on the host. Lactic acid bacteria (LAB) and bifidobacteria are the most common types of microbes used as probiotics; but certain yeasts and bacilli may also be used. Probiotics are commonly consumed as part of fermented foods with specially added active live cultures; such as in yogurt, soy yogurt, or as dietary supplements. Experiments into the potential health effects of supplemental probiotics include the molecular biology and genomics of Lactobacillus in immune function, cancer, and antibiotic-associated diarrhea, travellers' diarrhea, pediatric diarrhea, inflammatory bowel disease and irritable bowel syndrome.3. Natural Products: - This is a chemical compound or substance produced by a living organism - found in nature that usually has a pharmacological or biological activity for use in pharmaceutical drug discovery and drug design. A natural product can be considered as such even if it can be prepared by total synthesis.

These small molecules provide the source or inspiration for the majority of FDA-approved agents and continue to be one of the major sources of inspiration for drug discovery. In particular, these compounds are important in the treatment of life-threatening conditions.

The products which the company exports are Fermezyme p, enzymol plus, b.p. mzym, enzypro m, alcozyme m plus, alcozyme m, grain alcohol, enzygrain fe, enzywheat vr, enzysor fr, enzypro g and many more. These sell these products mainly where the fermentation takes place. The enzymes, which the company sells, increase the production and provide the benefit to the related companies.

Company’s View

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Q.1. Do you think your products get good word of mouth publicity?

Ans. Yes

Q.2. Do your products align with value and believe of people?Ans. Yes

Q.3. What way will you prefer to make your customer know about your brand?Ans. Internet

Q.4. What are the components of brand positioning you prefer? Ans. Category/Industry/Market

Q.5. What market is your products in? Ans. Fermentation, wines, fruits juice, agriculture starch.

Q.6. How do you create your brand equity among your customers? Ans. Our main focus is customer satisfaction. We mainly focus on customer relationships through viral marketing. This we create by providing them good quality of product at reasonable rate. We try to fulfill all the needs of the customers. Brand equity is one of the factors, which can increase the financial value of a brand to the brand owner, although not the only one.

Q.7. Which factor of your brand do you think attracts customers the most?Ans. Quality of product

Q.8. What is the most appropriate indicator of brand equity? Ans. Brand Image

Q.9. What is the most important factor to ensure brand management of the product?Ans. Quality

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FINDINGS

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As far as our topic is concern about brand maintenance i.e. how to maintain an existing brand. Maintaining current market share of a brand or product by making ongoing but limited investment in its marketing when the growth rate of market is stagnant or low. Brand maintenance is never ending process. For this we visited to Catalysts Biotechnologies (P) Ltd., which offers product like enzymes, probiotics, natural products and nutritional products. There we met Dinesh Sharma (Business Development Manager).

There we found that it is very difficult task to maintain the brand because their products are such that they cannot be promoted by any hoardings or by television because it does not serve the purpose because its customers are not general public its product is not consumable products so for this purpose they do their promotions by internet and they mainly focus on customer relationships through viral marketing. They regularly mail to their clients about their products. Their discount policies and apart from this they organize conferences and seminars to get connect with their customers. They also believe in word of mouth publicity (viral marketing) because it is the cheapest source of advertising. They also believe in delivering quality products at affordable prices to create brand image because according to them brand equity means brand image. They believe in 7 P’s of marketing in which people relationship and performance are the main concern. And the crux lies on customer satisfaction by delivering good quality products at affordable prices.

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APPENDIX

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Personal Interview: Question and Answer

Q.1. Do you think your products get good word of mouth publicity?Q.2. Do your products align with value and believe of people?Q.3. What way will you prefer to make your customer know about your brand?Q.4. What are the components of brand positioning you prefer?Q.5. What market is your products in?Q.6. How do you create your brand equity among your customers?Q.7. Which factor of your brand do you think attracts customers the most?Q.8. What is the most appropriate indicator of brand equity?Q.9. What is the most important factor to ensure brand management of the product?

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CONCLUSION

According to the interview conducted at Catalysts Biotechnologies (P) Ltd. we can say that they believe in delivering good services at affordable prices and maintaining high standards of services. In this way they maintain their brand Value among

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customers. They believe in viral marketing and in word of mouth because it easily serves the purpose of their business and is cheaper than any other type of marketing. They use Business-to-Business marketing to sell their products. So they have to directly deal with the industry, therefore Internet is a proper means for them to market their product. And also quality is very essential for this because if the quality doesn’t meet the customer demand then they will not buy their product. So while having this type of marketing technique it is necessary to focus on the quality so that the customer may be loyal to your product.

BIBLIOGRAPHY

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Book – Marketing management by Philip Kotler

Brand Perception and Brand equity, vol no.4 (By Phusit wonglorsaichon and Paitoon Sathainrapabayut)

www.thefreedictionary.com/brand

http://www.consumerpsychologyarena.com/brand-meaning-9780805864557

www.wikipedia.com www.google.com www.wiki.answers.com

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GLOSSARY

Brand: - An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.

Viral Marketing: - Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such

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as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses.

Word of mouth: - It is the passing of information from person to person by oral communication. Storytelling is the oldest form of word-of-mouth communication where one person tells others of something.

Enzyme: - They are proteins that serve as catalysts. They speed up or slow down reactions, but remain unchanged.

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THANK YOU

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