Madhu Ifb Full Project 12-04-12

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

INDUSTRY PROFILE

The Automobile industry in India is one of the largest in the world and one of

the fastest growing globally. India's passenger car and commercial vehicle

manufacturing industry is the seventh largest in the world, with an annual production of

more than 3.7 million units in 2010. According to recent reports, India is set to overtake

Brazil to become the sixth largest passenger vehicle producer in the world, growing 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

GCEM, Department of Management Studies

http://en.wikipedia.org/wiki/Renault_India_Private_Limited

http://en.wikipedia.org/wiki/Hyundai_Motor_India_Limited

http://en.wikipedia.org/wiki/Ford_India_Private_Limited

http://en.wikipedia.org/wiki/Detroit

http://en.wikipedia.org/wiki/Chennai

http://en.wikipedia.org/wiki/Haryana

http://en.wikipedia.org/wiki/Maharashtra

http://en.wikipedia.org/wiki/Chennai

http://en.wikipedia.org/wiki/Indian_Road_Network

http://en.wikipedia.org/wiki/Thailand

http://en.wikipedia.org/wiki/South_Korea

http://en.wikipedia.org/wiki/Japan

http://en.wikipedia.org/wiki/Automobile

http://en.wikipedia.org/wiki/Asia

http://en.wikipedia.org/wiki/Automotive_industry

http://en.wikipedia.org/wiki/India


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.


http://en.wikipedia.org/wiki/Peugeot-Citroen

http://en.wikipedia.org/wiki/Tata_Nano

http://en.wikipedia.org/wiki/Halol

http://en.wikipedia.org/wiki/General_Motors_India_Private_Limited

http://en.wikipedia.org/wiki/Gujarat

http://en.wikipedia.org/wiki/Volkswagen_India

http://en.wikipedia.org/wiki/Skoda_Auto_India_Private_Limited

http://en.wikipedia.org/wiki/Audi_India

http://en.wikipedia.org/wiki/Aurangabad,_Maharashtra

http://en.wikipedia.org/wiki/Force_Motors

http://en.wikipedia.org/wiki/Fiat_Automobiles_India_Limited

http://en.wikipedia.org/wiki/Land_Rover

http://en.wikipedia.org/wiki/Mercedes-Benz_India

http://en.wikipedia.org/wiki/Tata_Motors

http://en.wikipedia.org/wiki/Mahindra_and_Mahindra

http://en.wikipedia.org/wiki/Skoda_Auto_India_Private_Limited

http://en.wikipedia.org/wiki/Volkswagen_India

http://en.wikipedia.org/wiki/General_Motors_India_Private_Limited

http://en.wikipedia.org/wiki/Maharashtra

http://en.wikipedia.org/wiki/Pune

http://en.wikipedia.org/wiki/Chakan

http://en.wikipedia.org/wiki/Maruti_Suzuki

http://en.wikipedia.org/wiki/Haryana

http://en.wikipedia.org/wiki/Manesar

http://en.wikipedia.org/wiki/Gurgaon

http://en.wikipedia.org/wiki/BMW_India_Private_Limited

http://en.wikipedia.org/wiki/Nissan_Motor_India_Private_Limited


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)



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



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.



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



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



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.



Seating Systems

IFB Automotive designs and manufactures multi functional seating systems

configurable to cater to specific OEM requirements. The company backed by its

comprehensive expertise in mechanical & electronic components is able to produce:

Seat Recliners – Lever type & Rotary type

Seat Sliders

Adjustable Arm Rest

Height Adjusters

Front Seat Back Frame Assembly

Front Seat Cushion Assembly

Two Position Adjuster

Seat Floor Latch

Rear Seat Back Latch

Recliner cum flat fold

Power sliders



Power Recliners

Seating Systems is an across-the-board solution provider of seating mechanisms

with capability of supplying both manual and powered mechanisms. The mechanisms

are designed to adjust basic functions; angle of back rest, linear movement of the seat

and height adjustment of the seat to augment the comfort systems of the car. This

system at the heart of seating empowers automakers to offer the end users a safe &

pleasure seating and driving experience

Door and Latch Systems

Doors comprise the second most complex system in the vehicle since they

combine aesthetics with safety, reliability & functionality by accommodating many

intricate mechanisms in a compact space. IFB Automotive is the only full service

system supplier in India, with design & manufacturing capability for window

regulators, latches and door modules.

The company is proudly associated with all major OEMs and has been supplying

window regulators, door latches, hood and trunk lid latches. The company designs and

manufactures powered and manual window regulators and latches.

Our diverse manufacturing facilities are supplemented by our continual R&D

efforts. All our assembly modules are equipped with mistake proofing and online

functional checks to deliver consistent quality products.



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


Engine Cooling Fan Motors 12V / 24V


Power Window Regulator Motor 12V

Torque upto 16Nm



Fan Motor and Shroud Assembly

IFB Company’s Esteemed Customers



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


http://www.businessdictionary.com/definition/hostile-takeover.html

http://www.businessdictionary.com/definition/bylaw.html

http://www.businessdictionary.com/definition/articles-of-association.html

http://www.businessdictionary.com/definition/ownership.html

http://www.businessdictionary.com/definition/restrictions.html

http://www.businessdictionary.com/definition/place.html

http://www.businessdictionary.com/definition/shareholder.html

http://www.businessdictionary.com/definition/limited-liability.html

http://www.businessdictionary.com/definition/offer.html

http://www.businessdictionary.com/definition/company.html


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.


http://en.wikipedia.org/wiki/Nanterre

http://en.wikipedia.org/wiki/Hyundai-Kia

http://en.wikipedia.org/wiki/Toyota

http://en.wikipedia.org/wiki/Chrysler

http://en.wikipedia.org/wiki/Fiat

http://en.wikipedia.org/wiki/Fiat

http://en.wikipedia.org/wiki/Daimler_AG

http://en.wikipedia.org/wiki/BMW

http://en.wikipedia.org/wiki/General_Motors

http://en.wikipedia.org/wiki/Ford

http://en.wikipedia.org/wiki/Nissan

http://en.wikipedia.org/wiki/Renault

http://en.wikipedia.org/wiki/PSA_Peugeot_Citro%C3%ABn

http://en.wikipedia.org/wiki/Volkswagen_group

http://en.wikipedia.org/wiki/Volkswagen_group

http://en.wikipedia.org/wiki/Exhaust_system


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


http://en.wikipedia.org/wiki/PSA_Peugeot_Citro%C3%ABn

http://en.wikipedia.org/wiki/United_Nations_Global_Compact

http://en.wikipedia.org/wiki/Just-in-time_(business)

http://en.wikipedia.org/wiki/Just-in-time_(business)


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.


IFB Sub Assembly

Packaging

Customer

Plating / CoatingIFB Final Assembly

Vendor

Raw MaterialSub-contract

IFB Automotive

Stores


J. Work Flow Model



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



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.


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


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.



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



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.



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



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.



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.



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



STRATEGY:

Strategy is a plan or course of action in allocating resources to achieve

identified goals over time. Unlike tactic, strategy is well thought and often rehearsed. It

transforms the organization from the present position to the new position described in

the objectives, subject to constraints of the capabilities. Strategy is the choice of

direction and the company adopts achieve its objectives in a competitive situation. A

strategy explains what are the objectives of the organization and how the organization

go about to achieve its objectives.

Quality Assurance Strategy.

o The main Aim of the company is to give best Quality products were the

main concern is towards quality and safety.

o Even under competitive pressure their aim is to provide the best quality.

Pricing/Cost Strategy.

o IFB automotive provides best quality products at best price, compare to

that of the competitors.

Delivery Strategy.

o The company mainly concentrates on the On Time Delivery of the

products whenever the clients orders for the products.

SYSTEM:

A system refers to formal process and procedures are used to manage the

organization. They control and monitored and evaluated by the top management itself,

they use various systems for the document storage..



The main system used here to communicate to the higher authority is Information

Technology, Word of mouth, manual form of writing. SAP for Material handling, and

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.


http://en.wikipedia.org/wiki/Supply_chain

http://en.wikipedia.org/wiki/Supply_chain

http://en.wiktionary.org/wiki/defect

http://en.wikipedia.org/wiki/Quality_management_system

http://en.wikipedia.org/wiki/ISO

http://en.wikipedia.org/wiki/Enterprise_software

SWOT ANALYSIS

INTERNAL ANALYSIS

STRENGTHS

EXTERNAL ANALYSIS

WEAKNESS THREATSOPPURTUNITIES


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:



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.



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



BALANCE SHEET as at March 2011



PROFIT AND LOSS ACCOUNT for the year ended March 31, 2011



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.



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


http://www.businessdictionary.com/definition/event.html

http://www.businessdictionary.com/definition/promotion.html

http://www.businessdictionary.com/definition/advertising-campaign.html

http://www.businessdictionary.com/definition/equity.html

http://www.businessdictionary.com/definition/brand.html

http://en.mimi.hu/marketingweb/corporate_identity.html

http://en.mimi.hu/marketingweb/product.html

http://en.mimi.hu/marketingweb/brand_value.html

http://en.mimi.hu/marketingweb/brand_awareness.html

http://en.mimi.hu/marketingweb/benefit.html

http://en.mimi.hu/marketingweb/image.html

http://en.mimi.hu/marketingweb/brand.html


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.



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.



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.



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.


http://www.experiment-resources.com/non-probability-sampling.html


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.



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.


Profile of Customers


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.


Employees Understanding


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.



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.



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.



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.



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.


Rating on brand Image of IFB


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.



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.



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.



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.



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.



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.



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.



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.



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.


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.



TABLE 8.16(B) : Table showing the opinion of the employees towards Reliability for brand performance at IFB APL.


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%


RELIABILITY

Analysis



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.



TABLE 8.16(C) : Table showing the opinion of the employees towards Service efficiency and effectiveness for brand performance at IFB APL.


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%


SERVICE EFFICENCY & EF-FECTIVENESS

Analysis





Interpretation

From the above graph we can conclude that respondent’s feel that reliability is not much

important in brand performance.



TABLE 8.16(C) : Table showing the opinion of the employees towards Empathy for brand performance at IFB APL.


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%


EMPATHY

Analysis





Interpretation

From the above graph we can conclude that respondent’s feel that empathy is

comparatively good, and not much important.



TABLE 8.16(D) : Table showing the opinion of the employees towards Price for brand performance at IFB APL.


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%


PRICE

Analysis





Interpretation

From the above graph we can conclude that respondent’s feel that price also plays an

important role in brand performance.



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.



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.



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.



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


mailto:[email protected]


12. According to you how brand IFB is positioned?


13. Rate IFB Brand image compare to your closest competitors.


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



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?


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



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


http://www.wikipedia.com/

http://www.fineblanking.com/

http://www.siamindia.com/

http://www.automobileindustryindia.com/

http://www.ifbautomotive.com/

Madhu Ifb Full Project 12-04-12

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