on
&
At
Submitted to
In partial fulfillment of
(2009 – 2011)
By,
Siddhartha Roy
PGPM 08 Sec B
Acknowledgement
In this project titled “Brand Analysis of IFB”, I have made an honest and dedicated attempt to
make it as authentic as it could be, and earnestly hope it to provide useful and workable Page | 2
During this small tenure of 12 weeks, in which the project reached its completion, there are a few
people whom I would like to mention and without whose help this project wouldn’t have reached
completion.
Firstly, I would thank my internal guides at Globsyn Business School, Prof. Amitabha Ghose and
Prof. Richa Shukla for their timely response via e-Mail and over the telephone, which gave the
project the direction it needed. I also thank my external guides at IFB Industries, Ms Sreemoyee
Chatterjee – Asst. Manager Marketing, Mr. Shankal Pal – Business Development Manager (IDW
Department) and Mr. Supriyo, Branding and Marketing Officer for giving me the freehand
I also thank the Company Sales Representatives (Sales Representatives) for their co-operation
_______________
Siddhartha Roy
Approval of Project
This is to declare that Siddhartha Roy, Enrollment Number 010108057 of Globsyn Business
School is undertaking the project named “Brand Analysis of IFB” at IFB Industries Ltd. during Page | 3
This Project is a part of the course Post Graduate Program in Management (PGPM), that he has
____________________ _____________________
Student Declaration
I hereby declare that this project titled “Brand Analysis of IFB” at IFB Industries
Ltd. is being executed by me, as per the course requirement for Post Graduate Page | 4
The project work is genuine and not being submitted to any other institution for
___________________
Siddhartha Roy
INDEX
Page | 5
Contents Page No.
Company Profile 6
Appendix 48
Brand Analysis of IFB.
Company Profile:
1974: IFB Industries Limited originally known as Indian Fine Blanks Limited started their
operations
in India during 1974 in collaboration with Hienrich Schmid AG of Switzerland. The product
range includes Fine Blanked components, tools and related machine tools like Straighteners,
The Engineering divisions are located at Kolkata & Bangalore. The Bangalore unit, apart from
Fine Blanked components, also manufactures motors for White goods as well as Automotive
applications.
Started Fine Blanking Division in Bangalore, engineering products for Automotive Industry.
IFB pioneered the production of fully automatic washing m/c in India in agreement with
BOSCH, Germany. Today, IFB manufactures Fully Automatic domestic washing m/c’s,
microwave ovens, dishwashers, dryers and industrial washing systems with factories in Goa and
Bhopal.
Brand Analysis of IFB.
IFB Automotive, Chennai, and New Delhi: automotive seating, door and motors
Vision: To be the vehicle manufacturer’s first choice for safety and comfort related products
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.
Financial Figures
Brand Analysis of IFB.
Sales Turnover
IFB Agro Industries Limited(West Bengal) Rs. 250 Crores USD 55 million.
_____________________________________________________________
• Modular Kitchens
• Kitchen Chimmneys
Page | 9
PART I:
During the course of the research, a sample size of 53 dealers in and around Kolkata were
• Approximately overall 37% (20/53)of the dealers are found to possess a strong preference
of the brand IFB, as far as washing m/c ‘s are concerned, among which 40% (8/20)
• Approx 20% (11/53) dealers solely stressed upon IFB products without highlighting other
brands.
• 35% of the dealers responded neutral to the brand justifying personal preference and poor
after sales service. Two of the dealers include Great Eastern (Behala) and Raipur
• Remaining 28% reflected a weak brand preference, majorly on basis of poor after sales
Brand Analysis of IFB.
service and presence of international brands offering better product quality such as LG
and Samsung.
Page | 11
• Points of purchase (POP) display materials in most of the dealer outlets are absent. These
Nagar), Khosla Electronics (Garia and Behala ) and Zenith Lifestyle has sufficient glow
signs and stickers on displayed products which depicts the presence of the brand IFB.
• Brochures are only present in a handful number of stores; Zenith Lifestyle and Sales
Emporium(Nager Bazaar) being two having sufficient brochures to hand over to visitors.
• Other brands such as Samsung and LG are having standing glow signs, wallpapers and
• De-promotion of the brand is mostly on basis of poor after sales service. IFB as an
• Breaking of tie-up with Bosch and inclusion of Chinese components was also highlighted
• Knowledge of top loading washing m/c’s of IFB was nil with all dealers. Only Sathi
Lifestyle store (Barrackpore) had 1 wallpaper featuring top loaders but the sales
Positive Negative
• Pioneer in Washing m/c, first with the LG and Samsung and their new features
• Best product quality and used in major • Product quality has fallen as tie-up with
• IFB produces only a few products and • Water flow holes in tumbler are bigger
as compared to Samsung,
• Around 80% dealers are having only stickers on displayed products as means of brand
communication to customers.
• With low products in display, the brand IFB is not noticed unless the sales representative
informs the customer or the customers are seldom aware of the brand. A few of the stores
where the brand is suffering includes Khosla Electronics (Ballygunje Phari), Multi-
• Samsung and LG are providing glow hoardings with printed dealer names in almost
every outlet. IFB is having only small glow signs in only a few outlets namely
• Brochures and leaflets for all brands are limited in every outlet of all brands, but a few
like Zenith Lifestyle and Sales Emporium (Nager Bazaar) have extra amounts to
handover to visitors.
• P.O.P. display stickers in Samsung and L.G. mostly included product features such as
• These display stickers are highlighted with stylish fonts and colorful images. On the
contrary, IFB products are mostly found to depict only customer satisfaction and free
warranty, being portrayed on bold letters on pastel shades. These are not at all flashy and
Recommendations:-
• More products should be displayed for visibility and recognition of available products.
• In house branding through wallpaper stickers, glass door stickers, glow sign boards, toll
differentiation points.
Brand Analysis of IFB.
• Availability of sufficient brochures and leaflets at dealer outlets for visitors and
customers.
• BTL activities such as demonstration and road shows for educating customers about the Page | 15
• Free distribution of IFB merchandise such as key chains, t-shirts, product covers, watches
Page | 16
PART II:
A look below the line
[An insight of BTL marketing activities at IFB]
Description:
Adam Electronics, a reputed dealer outlet in Howrah organizes this trade fair every year,
The different consumer durables displayed at the fair were Air Conditioners,
The main attraction of this fair are the huge discounts provided to customers along with
All major consumer durable brands are provided with separate stalls, decorated with
Customer Support Representatives from the Companies and the dealer were all present to
Major brands include Samsung, Sony, LG, IFB, Godrej, Whirlpool, HCL and Philips.
awareness.
Sales Strategy:
Sales Representatives were found to undertake individual strategies to enhance sales. The
Page | 18
Godrej Y N Y N
Sony Y N N Y
Whirlpool N N Y Y
Apart from the above mentioned heads, IFB representatives were found to stress upon the
The new service outlet at Belghoria was stressed upon to enhance promptness of after
sales service.
Display of Dryers and dishwashing m/c’s also helped in product and brand awareness.
Stalls:
Samsung and LG had separate stalls, located near the main entrance of the fair, which Page | 19
IFB shared its outlet with Whirlpool and Godrej. The display area provided to IFB was
IFB banners were put up throughout the display area. Standing banners were also hosted
reaching the customers easier, while other stalls suffered in this respect, namely Samsung
Live demo of the Industrial Dishwashing M/c, model DWN 51 was unique among all
Demand:
Demand of consumer durables varied from stall to stall. The following table represents demand,
Heavy discounts on M.R.P. were the most vital aspect of the fair. A straight-away 15%
Prices of IFB washing m/c’s ranged between Rs. 8,000(approx) to Rs. 25,000. Samsung
and LG products were also priced between Rs. 8500(approx) and up.
Free gifts and combo offers were also provided for LG, Godrej and Sony. Combo offers
Brand Analysis of IFB.
Free gifts with digital cameras such as carrying bags and memory cards were also
Page | 21
catered.
The slashed prices were prominently displayed in tags at the IFB counter, on every
Sales Figures:
IFB Sales*
Nos. Amount
Tot 96 1081000
al
A minor interaction with the organizer, i.e. the proprietor of the dealer Adam Electronics
The fair is organized every year as it is interactive and effective. It enhances the brand
This fair works as a strong brand association for the customers. The free gifts, discounted
prices of the items, the Disk Jockey playing recent hit numbers were appreciated by all
the customers.
Quality is most important that consumers look in a product followed by after sales service
and price.
Investment is quite high to organize each fair, but it churns good profit of around 25% to
40%.
IFB produces very durable products. Customers are found to use it for 8 to 10 years at a
stretch.
Brand Analysis of IFB.
Recommendations:
Combo offers can be implemented as customer’s look for it all the time.
Fabrication of a separate IFB outlet in trade fairs, decorated with product features and Page | 23
customer feedbacks.
Special Invitation to restaurant owners and People form renowned hotels for showing live
• Issue of gift coupons from tie up with related products such as Borosil or Corelle utensils
promotion.
The mobile van was fabricated by IFB banners with caption lines, Helpline numbers, and
product range.
products.
Description and features of respective m/c’s were given to people interested in buying
Leaflets of IFB products were also distributed beside the mobile van, to people passing
Venues for this BTL activity were Amatala, downtown Behala and Sonar pur.
Limitations:
The mobile van was parked at one corner, not impressive to attract visitor’s attraction.
People were required to be approached individually. Refusal to take leaflets and talk with
Footfalls were low, particularly in Amtala. Only a handful number of people could be Page | 25
Timings for this activity were in early evenings. Response could have been better in late
Recommendations:
The Presence of a microphone coordinator can let people know about the activities at the
mobile van. More representatives should be present to assist and pull-in visitors.
The mobile van’s hoardings look too simple. Fabrication of the mobile van with more
impressive posters and banners will create a better brand image in the customer’s mind.
Interactive demonstrations to engage public with the brand, such as a cooking class can
Organizing the activity at heavy traffic office areas, such as Dalhousie and Salt Lake Sec
respective customers with its proper usage. IFB also organizes this activity, in different
The cooking classes are interactive and conducted by an experienced person from the
Customers get 2 free cooking classes post purchase of IFB microwaves at the nearest IFB
Instructions on cooking different meals and cuisines in microwave ovens are provided to
These cooking classes also instruct customers on proper maintenance of the IFB ovens
Customer queries are also taken care and are recommended accordingly.
The cooking class is usually held in IFB Cucina, a solely retail outlet of IFB home
appliances, and other showrooms in presence of other IFB consumer durables, which Page | 27
Customer feedback form is also provided for any complaints and suggestions.
Brand Analysis of IFB.
sales activity.
The main purpose of this campaign was distribution of gift vouchers. The gift vouchers
Additionally with each tie-up, a customer contact form was handed over to keep track of
As per the instructions, owners and managers of different saree and jewellery shops were
approached and given the gift vouchers for distribution to their customers, purchasing
Convincing the owners of the shops was completely based on loyalty they will gather
Details of the approached shops and the number of gift coupons handed over are as follows:
Page | 29
Name of saree/jewellery shop Number of gift coupons given
Limitations:
The refusal rate was around 1 out of 5 shops. Mostly, small saree shops were all
Nearly 60% of the shops that were convinced failed to distribute them. They based their
limitations on shortage of manpower and high sales pressure during high traffic business
The benefit for the shops, as per the instructions i.e. customer loyalty was weak. This
Redemption of this gift voucher only through the contact number provided was a major
drawback. Few saree shop owners held this redeemable at every dealer outlet, however
Recommendations:
Letting people know of coupon offers from purchases through the shops will serve in
educating the customers. This will let people ask for coupons on respective purchases.
This can be done through standing hoardings or banners outside the shop, with clear
The option for redemption of these coupons at all IFB dealer outlets should be kept open.
Page | 31
IFB advertisements can be given through bills and other literature of related industries,
such as through hospital bills, for washing machines and dryers, on grounds of hygienic
washes. Restaurant bills can also host IFB brand name for microwave ovens.
Apart from customer loyalty, IFB can hold lotteries for participating shops, prizes being
its own appliances or other products. This will motivate the respective owners of shops to
undertake the tie-up. Special discounts for these owners on IFB product range can also be
given.
Description:
Brand Analysis of IFB.
A unique brand promotion and awareness activity was organized by IFB Home
Home Appliances were displayed, and consisted of washing m/c’s, microwave ovens, Page | 32
Different people from the corporate sector got access to the brand and its product range.
IFB representatives were present to assist visitor’s queries, explain the features of m/c’s
Regular announcement of the brand and its product range were made. Hoardings and
Recommendations:
Competition on cooking in IFB microwave’s in residential complexes can be a good platform for
Brand Analysis of IFB.
housewives to try out IFB range of microwave ovens. Participants can directly associate with the
Page | 33
After sales service camps for IFB products in different residential complexes can prove
Page | 34
PART III:
Locations: Kolkata.
PART III:
• The basic role for this project was to make the presence of Industrial Dishwashing
Brand Analysis of IFB.
Machines (I.D.W.) in all levels of the respective industry, which deal in food and
Page | 35
beverages.
• Initially, a list of companies were prepared, who were identified potential for using IDW
machines.
• The identified companies was sorted out under the following heads, to keep track of
activities:
o Restaurants
o 4 n’ 5 star hotels,
o Clubs,
• The entire list was around 100 companies, spread all over Kolkata, for which cold calls
Brand Analysis of IFB.
had to be made.
Page | 36
Approach:
• Interaction with the client were basically based on details of breakage, water Page | 37
• Details of Industrial Dish Washing M/c’s were given and suitable m/c’s were
• Potential clients were followed up with additional details and proposals from IFB
Industries accordingly.
• Around 70% verticals were a bit hesitant to the idea of mechanized dish washing.
• Reasons differed, for some it was that m/c’s cannot substitute the very idea of
hand wash, such as for Ballygunje Dhaba and Hotel Fairlawn International.
Others like Mr. Siddhartha Bose of Bhojohari Manna based their judgments on
Brand Analysis of IFB.
Page | 38
• A few clients such as Mr. Parikshit Gupta of Gupta Brothers restaurant were
already aware of IDW m/c’s and added their experience of its pros and cons. A
• Accessories such as tables and bins for rack conveyor m/c’s, or installation of a
booster pump for maintaining high water pressure was objectionable for some
• Space for installation of the m/c’s was a major query for some clients.
Brand Analysis of IFB.
Potential Clients:
Recommendations:
Advertisements:
Since most of the restaurants are unaware of IDW m/c’s, advertisements in industrial and
business magazines can be effective. This will educate the customers about both the m/c’s and
the brand.
Senior officials may assist trainees during client visits. This will provide a better platform for
Page | 40
PART IV:
Type: Research on feasibility of marketing IFB in the internet and through social media.
Locations: Kolkata.
Brand Analysis of IFB.
Introduction
Page | 41
Internet Marketing is the integration of a company or a brand with one or more online
• Blogging,
Summing up, internet and social marketing is a company’s effort to attract attention, initiate
conversations and feedback on its product or service range and share it on social network.
The word spreads from one reader to another, with multiple views and suggestions.
Platforms
• Youtube
• MySpace
Brand Analysis of IFB.
• Blogspot by Google.
The above mentioned platforms proved beneficial for many renowned companies, example –
newly launched products, feedback on products performance, online polls, varied suggestions
• The major advantage with internet marketing on social media is that the forum is open 24
x 7 hrs. Customers have access anytime and every time, as per their requirements.
• A platform to reach customers from every part of the world is possible through this
medium.
• Tapping global customers and letting them aware of the brand and its products is easier.
• The cost for spreading the messages is vey negligible. It is almost nothing in platforms
such as YouTube and Facebook. All that’s needed is opening and registering a/c’s in the
websites.
• Multiple views and suggestions from users and non users are easily accessible.
Performance of products and reputation of the brand can be obtained directly from the
customers.
• The major drawback in marketing through this medium is the high costs involved in
Page | 43
• IFB industries Ltd. is having no presence in the above mentioned platforms. Only
forums are limited within the employees of the Company. Presence of the brand
• Competing brands such as LG, Samsung, Electolux, Haier are flooded in the social
networking websites.
well as on the brands on a whole, example: LG has a community for the brand
name, with new product communities such as the CookiePep mobile phone.
• Users are having memberships in the communities for sharing their experiences.
Forums for non-users also exist wherein features and add-ons are explained.
• Online store for shopping is also catered by Samsung. This proves effective for
Page | 44
Recommendations:
Online a/c’s:
• Opening of online a/c’s or registering the brand IFB in platforms such as Facebook and
YouTube will give its presence to all members of the websites. Continuous updates of the
a/c’s needs to be performed and forums should be initiated for feedbacks from the
• Uploading demonstrations and product features in YouTube will give a good recognition
Blog Posts:
• Blog posts on its different products such as microwave’s or washing m/c’s can be
Blog posts on the advantages of using IFB products can give the brand good
Brand Analysis of IFB.
differentiation points.
Page | 45
Online Store
• Development of a new website for e-Commerce and online shopping can prove effective
for people who are busy and can hardly find any time to drop in to stores.
• Option for newsletters and update e-Mail notifications can be maintained to let interested
people receive the latest updates of the brand and its products.
Brand Analysis of IFB.
Page | 46
Page | 47
The learning experience gathered from the four different sub projects for the “brand analysis of
IFB” was quite unique as the theoretical inputs were understood in the real industry environment.
Various wrong myths with certain theories were resolved and importance of those was
accordingly understood. Handling of unforeseen situations by deviating from theories was also a
major learning experience from this internship project. Both, the importance of working in teams
Conclusions:
From all the above mentioned sub-projects, it can be concluded that awareness of the brand is
limited to people, as compared to its competitor’s such as Samsung, LG, Electrolux, Godrej or
Hobart(for IDW m/c’s) etc. By visiting dealer’s and interacting with the sales representatives,
customers attending the trade fair at Howrah as well as during mobile van shows, it is easily
found that indicating the brand distinctively or mentioning it in the first instance is absent,
unlike it’s competitors namely Samsung and LG for home appliances and Electrolux for
Industrial Dish Washing M/C’s. Once mentioned by customer’s to sales representatives (which
Brand Analysis of IFB.
was undertaken during mystery shopping) is followed up by good remarks and feedback.
Summing up, it can be said that the confidence of the general public with the brand name is very
Page | 48
low. Adequate measures should be taken to improve the brand as a whole. , A few are listed in
Page | 49
APPENDIX
i. Wikipedia
iii. Facebook
iv. YouTube
v. BlogSpot, Google.