A

COMPREHENSIVE PROJECT REPORT

ON
“Impact of advertising of Brand Equity Of Vodafone”

Submitted By
Ladva Jayesh M.
Dalsania Bhavin
(Academic Year 2009-2011)
T.N. Rao College Of Management Studies
(Rajkot)

Project Guided By:

Prof. Hardik Pandya

SUBMITTED TO
GUJARAT TECHNOLOGICAL UNIVERSITY
In Partial Fulfilment of MBA
Introduction:

Advertising is a non-personal form of promotion that is delivered through

selected media outlets that, under most circumstances, require the marketer to pay for
message placement. Advertising has long been viewed as a method of mass promotion
in that a single message can reach a large number of people .But, this mass promotion
approach presents problems since many exposed to an advertising message may not be
within the marketer’s target market, and thus, may be an inefficient use of promotional
funds. However, this is changing as new advertising technologies and the emergence of
new media outlets offer more options for targeted advertising

The brand equity is built around brand personality as one of the core dimensions. The
psychographic variables like emotions associated with the brand image constitute the
personality of a brand. Advertising plays dominant role in personality creation. All
companies tries to builds brand personality through media communication like
advertising and word of mouth. This research paper attempts to explore that, Is
companies get the same level of benefits as they puts their efforts to create brand
personality?

Terms used in Research paper: Brand Equity, Brand awareness, Brand Association,
Brand Loyalty, Perceived Quality

The study of brand equity is increasingly popular because brands are the most valuable
assets that company has. High brand equity levels says that consumer has high level of
purchase intentions.

Expert Opinion/ Literature review

The central concern of brand building literature experienced a dramatic shift in the past
decade. Branding and the role of brands, as traditionally understood, were subject to
constant review and redefinition. A traditional definition of brand was, “ the name,
associated with the one or more items in the product line, that is used to identify the
source of character of the items” ( KOTLER 2000, P. 396)
The American Marketing Association (AMA) definition of brand is “ a name, term,
sign, symbol, or design, or combination of them, intended to identify the goods and
services of one seller or group of seller and to differentiate them from those of
competitors”

(KOTLER 2000, p. 404)

Research Problem:

Vodafone is the telecommunication company. The company is spending huge

amount of money for advertising and promotional activities they wish to know
that is the get the same level of benefits as they put affords in building brand
equity. When customer wish to get service for communication then, Is the
company’s brand name comes into the mind of the customer? If yes the how the
come to know about the BRAND?

Research Objectives:
1). A study on the effectiveness of recent advertising campaign of Vodafone the
competitor’s

2). To fine out which telecom company have good advertising and what type of
advertising buyers like most.

3). To know the role of advertising on the buying behaviour of the customer.

4). To know which telecommunication has creative advertising.

5). To know that by advertising Vodafone catch buyers attention or not.

6). To study customer buying behaviour and factor which influence the purchase
decision process.

Research Methodology:

The research methodology that I undertake for the purpose of this study is as below
Primary Data Collection:
1). Questionnaire

2). Interaction from various people

Secondary Data Collection:

1). Internet Source

2). Magazines

3). Journals

The data collected from respondents was in the form of.

1). Tabulation

2). Graphical Representation

3). Interpretation

Research Design:
Type of Questions: Open ended questions and close ended questions

Sampling Technique: Random Sampling

Population: Rajkot City

Sample size: 200

Limitation:
1). As the most limitation of the study is time bound, as a student this research must be
completed in specified time for semester.

2). As another limitation is the population because in the limited time researcher can’t
reach to all the person manually and due to this there should be biased result.

3). When we prepare research paper regarding consumer then, there are many different
people with different perception and personality and handle all those customer is very
difficult.
Time budget:
Over view of Company profile: 2-3 Days

Preparing of Questionnaire: 3 Days

Testing of Questionnaire: 1-1.5 Days

Collection of Data: 12-15 Days

Interpretation and Analysis of Data: 10 Days

Finding and Conclusion: 2 Days

Research is Benefited for:

Company

Researcher

New Customer

Prospective Customer

Competitors