I.

COMPANY PROFILE:

Energia Wellbeing was founded in 2011 as a private limited company to provide services, which
were based on the scientific applications of preventive, developmental and positive psychology.
Within three years of its opening, first branch office in the city of Pune was started.
By the end of third year our dynamic team serviced 100000 students in 400 Education Institutions,
NGO and Multinational companies.
Our team has worked dedicatedly for long hours on research, new concept generation, market
surveys, creating business plan from scratch, and developing in house state of the art IT platform. In
the face of enormous challenges, the resilience, optimism and hard work of our people helped us
emerge stronger than ever.
Domestic and foreign expansion followed, and we made fundamental reforms to our organizational
structure. We are working towards having international tie-ups, which is another step of making us
a truly global organization

1. History:
Energia Wellbeing is a Mumbai-based start-up venture, established in September 2011. Our
professional team includes 70 plus a well-rounded mix of people management consultants, HR
professionals, psychologists, psychiatrist, and business strategic management team. We engage
clients across multiple sectors, ranging from education institutes to corporate. We provide end
to-end scientifically designed solutions using applications of Preventive, Positive and
Developmental Psychology and specialize in the use of highly advanced Psychometric
Evaluations. We also enable delivery of mandates via sophisticated technology platforms.
We understand the impact of globalization, increasingly diverse and interconnected populations,
and rapid technological change are posing new and demanding challenges to individuals and
societies alike. School systems are investing in enhancing the knowledge and skills of students
and helping them prepare to face the 21st century challenges.
Energia Wellbeing firmly believes in the ability of every individual to achieve success in his/
her chosen field and lead to self-actualization. Our aim is to provide intervention models that
prepare students for increasingly complex life and work environments in the 21st century.

2. Vision:
To empower people at individual, team and organizational levels using principles of positive
psychology to redefine human potential by creating insight among individuals, we can broaden
their horizons and bring about a self-transformation.
We wish to be a Pan Indian player with a vision to provide a platform for the young Indian
population where they can learn 21st Century essential skills, knowledge and master to succeed
in work and life.
Energia Wellbeing has designed engaging models for enhancing the learning process of the
essential skills for success in todays world, such as emotional resilience, critical thinking,
problem solving, communication and collaboration.

3. Mission:
To maximize human potential through a combination of psychometric assessments and tailored
made interventions which promote learning & growth across all levels.

4. Objective of the Project

This project will be a learning device for the marketing student.
The main scope of the study was to put into practical the theoretical aspect of the study
into real life work experience.
The main purpose of our study is to render a better understanding of the concept
Creating brand awareness of services.
To understand the planning and advertisement to providing services in company.
To measure by calling in colleges and communicate placement Officer College and
aware product services.
To tie-up colleges and providing services.
5. Core Team of Energia India:
Ambereen Pradhan, Masters in Developmental and Counselling Psychology, R.E.B.T
and NLP practitioner, 15+years of corporate experience in Industrial and Organization
Development Psychology.
Vineet Suneja, MBA, BE with 16+ years of corporate experience at GE, HSBC, Perfetti
and Intuit spanning Financial Services, FMCG and IT.
Summit Pradhan, MBA Operations, with 14 years of corporate experience at ICICI
Prudential, Head operations - HSBC Insurance.

 Tauseef Ansari, BE, with over 14 years of information technology experience at Aztec
soft, Cegedim and IMS Health.
Dr.Devendra Save, MD-Medicine Psychiatric, Consulting Psychiatrist working with
multiple corporate, Key member of Bombay Psychiatry Society.
Dr. Anukant Mittal, MD-Medicine Psychiatric, Consulting Psychiatrist and Unit Head
of UNESCO Bioethics, Key member of Bombay Psychiatry Society.
Sadaf Merchant, Clinical Psychologist and Psychometrician, experience in developing
assessments for education and corporate sector
Priyanka Biyani, HR professional and Counselling Psychologist, experience in creating
intervention for education and corporate sector
Atif Ansari, B.SC. (H & HA) 7+ years of corporate experience in marketing and
business development at GTL, EXL services, Ventura and Oakwood premier hotel.
Dr. Kamlesh Awdhutrao Mohod, Masters in Management, UK, B.O.Th. & REIKI
Master with 5+ years experience in sales at Otto Bock, Run Health Care, UK and Seven
Hills Hospital.
Umme Salma Babrawala, Masters in Clinical Psychology, Hypnotherapist, experience
in delivering workshops and career counselling.
Vaidehi Karanjikar, Masters in Clinical Psychology and Certified Counselor.
Experience in psychological assessments and interventions across sectors.
Juliet DSouza (Counselling Psychologist) worked as school counselor and remedial
teacher for children for past 20 yrs.

6. Why Energia?
We specialize in application of psychology to human capital management at a mass level using
technology to deliver it. We offer a varied portfolio of assessments and interventions that assist
educational institutions to help achieve their academic and societal objective. Our wide range of
customized, scientific assessments helps to identify strengths and development areas of
students. The assessments are followed-up by identifying and providing scientifically
researched interventions to address learning gaps.

7. Working Structure of Energia and Core Service Areas :

Since inception we have worked with students, teachers and parents in 300 + education
institutions like primary and secondary schools, colleges, NGO working with underprivileged

children and with few known multinational companies like Axis Bank, Hindalco, JP Morgan
etc.
We have conducted psycho-education programs for over 1,00,000 students across the city of
Mumbai. We have delivered 20,000+ evaluation reports along with individual counselling
sessions. We have conducted Teachers empowerment sessions for over 6000 teachers,
lecturers and professors. We have provided vocational guidance sessions for over 4000
parents and have also organized career exhibitions for over 10,000 students.
In 2014 we have opened the first branch office in the city of Pune and International office in
Singapore to add to our existing 3 year old operations of Mumbai.

II.

SERVICES RENDERED AT ENERGIA:

1. Career Guidance and Counselling Programs:
Career counselling and career guidance are similar in nature to other types of counseling, e.g.
marriage or psychological counselling. What unites all types of professional counselling is the
role of practitioners, who combine giving advice on their topic of expertise with counselling
techniques that support clients in making complex decisions and facing difficult situations.

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Career counselling or career guidance includes a wide variety of professional activities which
help people deal with career-related challenges. Career counsellors work with adolescents
seeking to explore career options, experienced professionals contemplating a career change,
E
nergia Wellbeing Operating Model

parents who want to return to the world of work after taking time to raise their child, or people
seeking employment. Career counselling is also offered in various settings, including in groups
and individually, in person or by means of digital communication.

Professional career counsellors can support people with career-related challenges. Through their
expertise in career development and labour markets, they can put a person's qualifications, experience,
strengths and weakness in a broad perspective while also considering their desired salary, personal
hobbies and interests, location, job market and educational possibilities. Through their counselling and
teaching abilities, career counsellors can additionally support people in gaining a better understanding of
what really matters for them personally, how they can plan their careers autonomously, or help them in
making tough decisions and getting through times of crisis. Finally, career counsellors are often capable
of supporting their clients in finding suitable placements/ jobs, in working out conflicts with their
employers, or finding the support of other helpful services.

It is due to these various benefits of career counselling that policy makers in many countries publicly
fund guidance services. For example, the European Union understands career guidance and counselling
as an instrument to effectively combat social exclusion and increase citizens' employability

There is no standardized qualification for professional career counsellors, although various

certificates are offered nationally and internationally (e.g. by professional associations). The
number of degree programs in career guidance and/or career counselling is growing worldwide.
The title "career counselor" is unregulated, unlike engineers or psychologists whose
professional titles are legally protected. At the same time, policy makers agree that the
competence of career counsellors is one of the most important factors in ensuring that people
receive high quality support in dealing with their career questions.[9] Depending on the country
of their education, career counsellors may have a variety of academic backgrounds: In Europe,
for instance, degrees in (vocational/ industrial/ organization) psychology and educational
sciences are among the most common, but backgrounds in sociology, public administration and
other sciences are also frequent.[10] At the same time, many training programs for career
counsellors are becoming increasingly multidisciplinary.

 TYPES OF TESTING:
People who participate in career counselling can benefit from the use of aptitude tests, or career
testing. Career testing is often done online and provides insightful and relatively objective
information about which jobs may be suitable for the test taker based on combination of their
interests, values and skills. Career tests usually provide a list of recommended jobs that match
the test takers attributes with those of people with similar personalities who enjoy/are successful
at their jobs. There are various ways to test an individual for which field he is suitable,
psychometric testing being one among them.

Psychometric testing covers a wide range of skills, interests and values of people and can be of
use in career counselling in different ways. For example, the information won from such tests
can be of help for the professionals who mentor, coach or counsel individuals. With
psychometric testing, there is no pass or fail, but the quality of the information won from the
tests can vary. Psychometric testing uses in-depth psychological profiles to assess personality
and intellectual levels. Different test companies use different theoretical approaches to testing,
such as the psychometric approach, the psycho-dynamic approach, the social learning approach
and the humanist approach. Usually, psychometric testing uses multiple sets of questions
relating to personality type, how the test taker would handle aspects of work and home life,
what his or her goals are for the future and his or her strengths and weaknesses. If the test taker
is honest and the employed tests follow scientific standards, the results should be fairly accurate
and useful for career counselling activities.

SOME QUESTIONS USUALLY ASKED:

What is a Career Guidance and Counselling Program?
It is a comprehensive, developmental program designed to assist individuals in making and
implementing informed educational and occupational choices. A career guidance and
counselling program develops an individual's competencies in self-knowledge, educational
and occupational exploration, and career planning.

Why is Career Guidance and Counselling Key to the Delivery of Vocational-Technical

Education?

Career guidance and counselling programs help individuals acquire the knowledge, skills,
and experience necessary to identify options, explore alternatives and succeed in society.
These programs better prepare individuals for the changing workplace of the 21st century
by:
teaching labour market changes and complexity of the workplace
broadening knowledge, skills, and abilities
improving decision making skills
increasing self-esteem and motivation
building interpersonal effectiveness
maximizing career opportunities
improving employment marketability and opportunities
promoting effective job placement
strengthening employer relations

Who Benefits from Career Guidance and Counselling Programs?

Everyone benefits--youth and adults, male and female, disabled, disadvantaged, minorities,
limited English proficient, incarcerated, dropouts, single parents, displaced homemakers,
teachers, administrators, parents and employers.

Where are Career Guidance and Counselling Programs offered?

Everywhere--elementary, junior and senior high schools, community colleges, technical
institutes, universities, career resource centres, correctional facilities, community-based
organizations, human services agencies, community and business organizations, skill clinics,
employment and placement services.

Where is Career Guidance and Counselling Working?

During 1997-1998, four career guidance programs were selected as exemplary in the
following sites:
Dorchester District Two Career Development Initiatives, Summerville, SC
La Crosse Central High School Guidance/Career Centre, La Crosse, WI

 Lewis and Clark Community College: Career and Employment Services, Godfrey, IL
Rich South High School: Horizon Program, Richton Park, IL

What are the Key Components of Successful Career Guidance and Counselling Programs?
A planned sequence of activities and experiences to achieve specific competencies such
as self-appraisal, decision making, goal setting, and career planning
Accountability (outcome oriented) and program improvement (based on results of
process/outcome evaluations)
Qualified leadership
Effective management needed to support comprehensive career guidance programs
A team approach where certified counsellors are central to the program
Adequate facilities, materials, resources
Strong professional development activities so counsellors can regularly update their
professional knowledge and skills
Different approaches to deliver the program such as outreach, assessment, counselling,
curriculum, program and job placement, follow-up, consultation, referral

2. Child Counsellor:

A child counsellor provides counselling on a variety of problems and disorders, such as

relationship issues, depression due to family conflicts, exam-related anxiety and learning
difficulties such as dyslexia. S/he can also provide career guidance.

Often these counsellors need to counsel parents, too, to address the root cause of a problem.
Child counsellors work in hospitals and practise independently, too. As a counsellor, you should
have an inherent capacity to understand others, be a good balancer understand the parents
and the childs viewpoints. You should be far-sighted and extremely sensitive in your
communication style. Respect the person who is coming to you. If you try to impose things,
communication could stop.

Education in India is called the Sunrise sector for investments by Delloite, the leading research
& audit firm in the world. This industry is estimated to be US $5.65 trillion by 2015 & the
constant demand is for quality education. However, the trouble for most education institutes still
lies in enrolment & shutting down of some programs from even leading names & brands in the
education sector.

Below are some latest facts about the Indian Education market:
Market size at US$ 3.83 trillion dollar
Higher education contributes to 59.7% & school education at 38.1%.
Foreign Direct Investment up to US$ 960.82 million in 2000-2014 period
Renowned universities like Shiv Nadar, Ashoka University etc. receiving private funding
Growing Govt. urban & rural initiatives for increasing gross enrolment ratio at primary level.

But on the flip-side:

35% of seats, on average, remain vacant in colleges typically management & engineering.
Gross Enrolment ratio (GER) still lower in higher education
Low employability of students
Universities & Institutes shutting down operation of few or all courses
Alumni losing academic credibility if their university shuts down, which leads to job
insecurity

Clearly, gap is between acquiring the right students since the population & demand for suitable
course is high. Traditional Approach of institutes towards Awareness building amongst student
population Our previous blog talks about the Zero Moment of Truth in Education which has
changed the landscape of decision-making by a student. Answer is the Digital media &
traditional approach of big print ads & hoarding are pass.
Digital becomes the single most critical factor to be introduced in the overall admissions agenda
for every institute today. No single collaborative effort towards Admissions Department Most of
the admissions process is handled by many people in the administrative, placement, student
body & faculty in the institute. This leads to mostly low accountability to each staff.
Adding a dedicated experienced team who will specialize in acquiring students is needed to
reduce this gap. Work involves right from brand awareness, digital marketing effort, student
engagement to online counselling & final enrolments. Hence, a student acquisition team
becomes necessary to bridge the gap.

3. Online Counselling:
Education means a lot to the student in various ways and can change his/her course of life.
Many factors like course structure, placement, college life, financial assistance etc. impact
decision-making and institute selection.
Setup trained online counselling team which can be reached round-the-clock in various ways
like calling, live chat, email etc. One-to-one conversation is the best form to enroll the student.

4. SOI:
SOI - Structure of Intellect Watch the students gain confidence in their learning abilities and
progress through their curriculum more easily.
Structure of Intellect (SOI) is a system of assessments and training materials that develop
intellectual abilities. We equip students with the necessary intellectual skills to learn subject
matter, do analytical thinking, become more creative, and learning how to learn.
If a student is having difficulty learning, the cause could be a lack of learning/intellectual
abilities. SOI has developed diagnostic tests and programs to meet the thinking, reasoning, and
intellectual needs for these students.
SOI Systems is dedicated to nurturing multi-faceted intelligence, and to the creation of the most
effective and practical means of assessment and treatment for learning difficulties.
Those who have used SOI tests and training materials have reported higher achievement,
successful school and experiences, and improved self-concepts.

 FEATURES:
IDENTIFY STRENGTHS & WEAKNESSES: SOI is a system of tests and training materials to
develop intellectual learning abilities necessary for academic success. Train weak abilities and
enhance strong ones.
REMEDY LEARNING FAILURE: The key to remedy learning failure is to know why the
failure is occurring and to have a systematic treatment for eliminating the cause. SOI helps with
both.
RECOGNIZE HIGHER-LEVEL THINKING: SOI tests can be used for the aptitude portion of
the selection process for gifted programs. See areas of giftedness as well as abilities in need of
development.
EMPOWER YOUR STUDENTS: Watch students gain confidence in their learning abilities and
progress through their curriculum more easily.
INTEGRATE MIND & BODY: Get to the root of learning difficulties by addressing the visual,
auditory, and sensory integration problems that often cause poor academic performance.
INCREASE LEARNING POTENTIAL: SOI provides you with the necessary tools so that all
of your students can reach their full learning potential.

 THE SOI PROCESS

1. Assessment: The SOI test will identify the students learning abilities. Tests are appropriate
for ages five through adult.
2. Diagnosis: An analysis is generated based on the students test scores. It profiles the
following areas: cognition, evaluation, memory, creativity, and problem-solving.
3. Treatment: Personalized training materials in the form of paper-pencil and/or computer are
available based on the students test results. Low abilities are targeted at the beginning of the
program. Average to high abilities is further strengthened.

III.

CONCEPTS LEARNED:
BRAND ELEMENTS:
Brands typically comprise various elements, such as:

Name: the word or words used to identify a company, product, service, or concept
Logo: the visual trademark that identifies a brand
Tagline or catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels
Graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand
Shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are

trademarked elements of those brands

Colours: Owens-Corning is the only brand of fiberglass insulation that can be pink.
Sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous
example.
Scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked
Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and
spices for fried chicken
Movements: Lamborghini has trademarked the upward motion of its car doors

 BRAND COMMUNICATION:
Brand communication is important in ensuring brand success in the business world and refers to
how a business transmits its brand message, characteristics and attributes to their consumers.]
One method of brand communication, which can be exploited by companies, is electronic word
of mouth (eWOM). EWoM is a relatively new approach identified to communicate with
consumers, one popular method of eWOM is social networking sites (SNSs) e.g. twitter.[ This
study found that consumers classed their relationship with a brand as closer, if that brand was
active on a social media site i.e. Twitter.
It was further found that the more consumers retweeted and communicated with a brand, the
more they trusted the brand. Thus suggesting that a company should look to employ a social
media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating
their brand message. McKee (2014) also looked into brand communication and stated that when
communicating a brand, a company should look to simplify its message as this will lead to more
value being portrayed as well as an increased chance of the brand being recalled and recognized
by their target consumers. When communicating a brand, in 2012, Refer identified that, if the
company in question, is a global organization or have future global aims they should look to
employ a method of communication which is globally appealing to their consumers and choose
a method of communication with will be internationally understood. One aspect a company can
do this is when choosing a product or services brand name, as this name will need to be
suitable for the market place that it aims to enter. It is important that if the company wishes to
pursue global business, the company name chosen will need to be suitable in different cultures
and not cause offensive or be misunderstood. It has also been found that when communicating a
brand a company needs to be aware that they must not just visually communicate their brand
message and should take advantage of portraying their message through multi-sensory
information.] Anon, (2007) suggests that other senses, apart from vision, need to be targeted
when trying to communicate a brand with consumers. Therefore, when looking to communicate
a brand with chosen consumers, a company should investigate a channel of communication,
which is most suitable for their short term and long term aims and should choose a method of
communication which is most likely to be adhered to by their chosen consumers.

 BRAND IDENTITY:
The outward expression of a brand including its name, trademark, communications, and visual
appearance is brand identity. Because the identity is assembled by the brand owner, it reflects
how the owner wants the consumer to perceive the brand and by extension the branded
company, organization, product or service. This is in contrast to the brand image, which is a
customer's mental picture of a brand. The brand owner will seek to bridge the gap between the
brand image and the brand identity. Brand identity is fundamental to consumer recognition and
symbolizes the brand's differentiation from competitors. Brand identity is what the owner wants
to communicate to its potential consumers. However, over time, a product's brand identity may
acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the
marketing communications an owner percolates to targeted consumers. Therefore, businesses
research consumer's brand associations.
The visual brand identity:
The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geismar), one of
the first visual identities to integrate logotype, icon, alphabet, colour palette, and station
architecture. A brand can also be used to attract customers by a company, if the brand of a
company is well established and has goodwill. The recognition and perception of a brand is
highly influenced by its visual presentation. A brand's visual identity is the overall look of its
communications. Effective visual brand identity is achieved by the consistent use of particular
visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the
core of every brand identity is a brand mark, or logo. In the United States, brand identity and
logo design naturally grew out of the Modernist movement in the 1950s and greatly drew on the
principles of that movement simplicity (Mies van der Rohe's principle of "Less is more") and
geometric abstraction. These principles can be observed in the work of the pioneers of the
practice of visual brand identity design, such as Paul Rand, Chermayeff & Geismar and Saul
Bass. Color is a particularly important element of visual brand identity and color mapping
provides an effective way of ensuring color contributes to differentiation in a visually cluttered
marketplace (O'Connor, 2011)

 BRAND TRUST;
Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the
intangible aspect of Brand trust impacts the behavior and performance of its business
stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with
all stakeholders, converting simple awareness to strong commitment. This, in turn,
metamorphoses normal people who have an indirect or direct stake in the organization into
devoted ambassadors, leading to concomitant advantages like easier acceptability of brand
extensions, perception of premium, and acceptance of temporary quality deficiencies.
The Brand Trust Report is a syndicated primary research that has elaborated on this metric of
brand trust. It is a result of action, behavior, communication and attitude of an entity, with the
most Trust results emerging from its action component. Action of the entity is most important in
creating trust in all those audiences who directly engage with the brand, the primary experience
carrying primary audiences. However, the tools of communications play a vital role in the
transferring the trust experience to audiences which have never experienced the brand, the allimportant secondary audience.

BRAND PARITY:
Brand parity is the perception of the customers that some brands are equivalent. [28] This means
that shoppers will purchase within a group of accepted brands rather than choosing one specific
brand. When brand parity is present, quality is often not a major concern because consumers
believe that only minor quality differences exist.

 EFFECTIVE BRANDING:
Effective branding can result in higher sales of not only one product, but of other products
associated with that brand. Brand development takes time to produce and oftentimes handled by
a design team. For example, if a customer loves Pillsbury biscuits and trusts the brand, he or she
is more likely to try other products offered by the company - such as chocolate-chip cookies, for
example. Brand is the personality that identifies a product, service or company (name, term,
sign, symbol, or design, or combination of them) and how it relates to key constituencies:
customers, staff, partners, investors etc.
Some people distinguish the psychological aspect (brand associations like thoughts, feelings,
perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand)
of a brand from the experiential aspect. The experiential aspect consists of the sum of all points
of contact with the brand and is known as the brand experience. The brand experience is a
brand's action perceived by a person. The psychological aspect, sometimes referred to as the
brand image, is a symbolic construct created within the minds of people, consisting of all the
information and expectations associated with a product, service or the company providing them.
People engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has certain
qualities or characteristics that make it special or unique. A brand can therefore become one of
the most valuable elements in an advertising theme, as it demonstrates what the brand owner is
able to offer in the marketplace. The art of creating and maintaining a brand is called brand
management. Orientation of an entire organization towards its brand is called brand orientation.
Brand orientation develops in response to market intelligence Careful brand management seeks
to make the product or services relevant to the target audience. Brands should be seen as more
than the difference between the actual cost of a product and its selling price they represent the
sum of all valuable qualities of a product to the consumer.
A widely known brand is said to have "brand recognition". When brand recognition builds up to
a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said
to have achieved brand franchise. Brand recognition is most successful when people can state a
brand without being explicitly exposed to the company's name, but rather through visual
signifiers like logos, slogans, and colors. For example, Disney successfully branded its
particular script font (originally created for Walt Disney's "signature" logo), which it used in the
logo for go.com.

Consumers may look on branding as an aspect of products or services, as it often serves to

denote a certain attractive quality or characteristic (see also brand promise). From the
perspective of brand owners, branded products or services can command higher prices. Where
two products resemble each other, but one of the products has no associated branding (such as a
generic, store-branded product), people may often select the more expensive branded product on
the basis of the perceived quality of the brand or on the basis of the reputation of the brand
owner.

 BRAND AWARENESS:
Brand awareness is a customers' ability to recall and recognize the brand, the logo and the
advertisements. It helps the customers to understand to which product or service category the
particular brand belongs and what products and services sell under the brand name. It also
ensures that customers know which of their needs are satisfied by the brand through its products
(Keller). Brand awareness is of critical importance in competitive situations, since customers
will not consider a brand if they are not aware of it.
Various levels of brand awareness require different levels and combinations of brand
recognition and recall:
Most companies aim for "Top-of-Mind". Top-of-mind awareness occurs when a brand pops
into a consumer's mind when asked to name brands in a product category. For example,
when someone is asked to name a type of facial tissue, the common answer is "Kleenex",
represents a top-of-mind brand.
Aided awareness occurs when consumers see or read a list of brands, and express familiarity
with a particular brand only after they hear or see it as a type of memory aide.
Strategic awareness occurs when a brand is not only top-of-mind to consumers, but also has
distinctive qualities which consumers perceive as making it better than other brands in the
particular market. The distinction(s) that set a product apart from the competition is/are also
known as the Unique Selling Point or USP.
Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to
maximize the impact on brand awareness or on sales. Managing brands for value creation will often
involve applying marketing-mix modeling techniques in conjunction with brand valuation.

Measuring brand awareness:

Branding campaigns have a unique goal: to raise awareness and visibility of your product, service,
or cause. To help reach these objectives, you can use your AdWords campaigns to increase traffic to
your website or encourage customers to interact with your brand.
Once you've established your branding campaign's goals, you can choose the best places to show
your ads, and then measure success by monitoring impressions, conversions, and other statistics.
Generally, you'll want to try to place your ads in front of as many people as possible within your
target audience.

Most advertisers with branding goals are primarily concerned with creating brand awareness. They
may want to track conversions like page views instead of purchases. For example, an advertiser
that's introducing a new energy drink wants to create awareness and interest among as many sports
enthusiasts as possible, and isn't necessarily concerned with selling actual bottles of the drink
online.

What to measure for brand awareness?

1. Impressions: Impressions are important to track in any campaign, no matter what your
goals are. But they can be especially important in branding campaigns, because they
represent how many customers actually laid eyes on your ad. You might not care whether
they ended up buying anything from your site, but you do want them to remember that
catchy new slogan you paid big bucks to develop and share with the world.
2. One way to really prioritize impressions is to create a cost-per-thousand impressions
campaign (rather than a cost-per-click campaign). That way you'll pay based on the number
of impressions your ads have received, rather than by the number of clicks they've gotten.
3. Customer engagement: If you're focused on branding, you can use click through rate
(CTR) to measure customer engagement for Search Network ads. On the Display Network,
though, user behavior is different, and CTR isn't as helpful. That's because customers on
sites are browsing through information, not searching with keywords. Also, on a busy
Display Network page, an ad has to compete more to get the attention of a reader than it
would on a search page. It's more important to try to achieve a good CTR on the Search
Network (1% or higher) than on the Display Network, where clickthrough rates are
frequently lower. You may want to consider other measurements likeconversions for
Display Network ads.
4. Conversions can help you see whether your ads are driving branding-related visitor behavior
you think is valuable, such as sign-ups or page views. After all, aren't you curious how many
people join your mailing list after watching that expensive video ad your company just
created?
5. Reach and frequency: Reach is the number of visitors exposed to an ad. Increased reach
means that an ad is exposed to more potential customers, which may lead to increased
awareness. Frequency is the average number of times a visitor was exposed to an ad over a
period of time.

 How to Increase Brand Awareness for a Product?

Your company may offer the greatest product in the world, but unless any consumers are aware
of it, you may not make a single sale. One of your most important jobs as a business owner is to
create brand awareness for your product. To ensure your product gets the best visibility
possible, consider a wide variety of marketing strategies and options. Once you start making
sales, ensure that the quality of your product doesn't drop, as word-of-mouth recommendations
can promote your brand with no cost to you.

Step 1: Leverage the Web. Most homes and businesses in the U.S. are online, and mobile
phones commonly have Internet access. Promote awareness of your brand by developing a
website. Hire a search engine optimization company or learn the process on your own to ensure
that your website appears high in Web search results. Contact website owners in related
industries to see if you can place ads on their websites.

Step 2: Create a social media presence. Social media sites such as Facebook and Twitter can be
vital tools in developing brand awareness because they serve as forums where consumers
discuss their lives, including their purchases and items they like. When a customer likes your
product and tells people about it, shes doing free work to increase your brand awareness for
you. The easier you can make it for people to provide a link to your company so others may
follow, the more people will become aware of your brand.

Step 3: Advertise using traditional methods. While the use of print media may be declining in
the face of electronic communications, many consumers still read newspapers and magazines.
You may be able to use the declining significance of print publications to your advantage by
negotiating a lower advertising rate. Create attention-grabbing advertisements that prominently
display your product and explain its value. Contact local or even national publications and work
with their advertising departments to insert your ads in the most prominent way possible. Select
publications that appeal to your target customers. For example, if your product helps investors
manage their stock portfolios, select financial publications. Ask your local newspaper if it will

run free or discounted ads for local businesses or if it offers any promotional opportunities to
encourage consumers to buy locally.

Step 4: Sponsor public events. If you host or contribute to a charity event, such as a golf
tournament, you can prominently display the name of your company or product to consumers
with disposable income. In addition to the benefit of having your name or logo in front of these
potential customers, your company and products may be seen in a favorable light for
contributing to charity. Contact local charities you support to gauge their level of interest in
your sponsorship. Suggest events such as milestone celebrations for long-running institutions or
weekend family events that would generate buzz and publicity both for the organization and
your product. Network with business leaders, local politicians and media sources to broaden the
reach of your product.

Step 5: Display your product prominently in stores. There is no more fundamental way to
increase the awareness of a brand than to place it in potential customers' line of sight. Sell your
product at locations where people congregate, such as a check-out line. The longer a customer
sees your product, the more likely she'll remember it. On a store shelf, place your product at eye
level, making it easy for customers to notice. Note some of the product's notable qualities on the
product packaging in a bold and attractive design, so that it draws the attention of even those
who aren't planning to buy it.

 BUILDING CUSTOMER AWARENESS:

Target the desired customer base. From there, the business can more easily assess what it needs
to do to increase customer awareness. For instance, a customer awareness strategy will focus on
different audiences depending on if the product is toys, car products or walkers for those with
mobility issues. In each case, the business will use different advertising campaigns to increase
customer awareness. Every business needs to overcome certain challenges so the customer
understands the benefits of working with that particular company.
i.

Promoting the Website:

A website helps create a worldwide customer base. Customers no longer limit themselves to
buying from a specific geographic location. A customer might research a product and then
follow up with a catalog or phone order instead of a personal visit to the company location.
Hiring a graphic designer can assist a business in projecting the type of image they want to
portray. Coordinating business cards, marketing materials and additional advertising all further
enhance customer awareness. Consistency in design helps customers connect that logo with the
business and product.

ii.

Add Value:
Every customer will determine value in different ways. Brand awareness can give your business
that edge in making your customers aware of the extra value your company offers. This might
be in the form of service, such as three free oil changes in a year with the purchase of a
motorcycle. Your packaging might be slightly larger, which brings increased quantity. Your
location might be unique and easily accessible. The business may sponsor special events,
promote volunteer service or support a worthwhile organization. You will need to decide which
one of these avenues will work best for your company.
Finally, give the business the time needed to develop brand awareness. In most cases, this
process does not happen overnight. While the ultimate goal is for the company to identify the
success level of brand awareness campaigns, the business should always continue to appreciate
and track even the slightest progress.

 WHAT ARE TYPES OF BRANDING?

Branding is an important marketing tool used to stimulate recognition. When a product, service,
person or place is branded, it develops a personality and a reputation. A successful branding
campaign results in a name, design, logo or other recognizable symbol that stands out among its
competitors.
Product:
Products enjoy some of the most common types of branding. Walking through supermarket
or retail store aisles is an easy way to understand product branding. Certain labels will jump
off the shelves because they have achieved their marketing goals. Successful product
branding is what nudges a consumer to choose one brand over another. The brand has
established a reputation as the best or most popular in its class. Think of soft drinks, athletic
shoes, computers or jeans and see what brand names pop into your head first. These are
prime examples of product branding.

Personal:
Personal branding is a popular marketing tool among athletes, musicians, politicians and
other celebrities. A politician will attempt to brand himself into the type of person the voters
want to put in office. A celebrity often becomes self-branded based on his own personality,
while others are molded by public relations firms and agents. In addition to a personal
brand, a celebrity might become associated with products bearing his name.

Corporate:
Corporate branding is essential for any business that wants to develop a reputation in the
marketplace. Everything the company does has an effect on its image. A corporation
markets its product or service, its corporate culture, its employees and its contributions to
the community. A corporation's branding can become tarnished overnight because of an
industrial disaster or a poor decision by management. If the damage is severe, a corporation
might start over with an entirely new strategy for branding a completely new image.

 Geographic:
Geographic or regional branding conjures images of certain products or services when the
name is mentioned. While the Southwest region of the U.S. might be known for spicy foods,
the Midwest is known for steaks. The tourism industry uses branding to lure travelers to the
area. Southern states boast their sunshine and beaches, while mountainous areas become
known for winter sports such as skiing and snowboarding.

Cultural:
Cultural branding develops a reputation about the environment and people of a particular
location or nationality. New Englanders are thought to be hard-working, and perhaps too
serious, while New Yorkers are viewed as people always on the go and moving at a rapidfire pace. Cultural branding is another tool in tourism such as inviting travelers to
experience the Amish country.

Employer branding: - in this focus is done on the employees to understand mission, vision,
aim, service. This is to make employees understand that they have to maintain old customers
with corporate branding.
Cause branding: - it is related to that effort oh the company to attract the customers from
which the customer can get benefited on personal level under this a fixed amount of profit is
given to the social charity or for the conservation of wild life.

Co-branding:- it means is to remain more and more with the customer at the time of its
need and ant time. This branding comes under one stop category like small grocery store
with the gas station, banking facilities within the grocery store, family entertainment center
etc.
Spirit branding: - in this brand is associated with the feelings of the customers. They enter
the market with sensational ad campaign and slogans.

 Community branding: - in this the company can do any good work for a special
community or group. In this branding company and employees can involve some outreach
program also which will help the needful, help the old people, contribute to the public
education, employment for the unemployed. This is like a promise to that community that
the company is their partner in profit.

IV.

INTERNSHIP PROFILE:

I was part of Energia Well Being Pvt Ltd for my Summer Internship in the month of May & June
2015. Energia is located at its branches of Mumbai, Pune & Singapore. I was as a Intern there for
this Two months Working as a Management Trainee in Sales & Marketing at Mumbai Branch of
Lower Parel.
I as a Management Trainee did many things which was necessary for the organisation & part of my
Internship.
I used to do Research Work For the Institutes for Mumbai Branch & Pune Branch as well, I used to
collect all the Database of the Private Institute for tie ups purpose. I had did the pitching call for
fixing Appointments for Business Proposal also so that after the Appointment being Fixed my CEO
or Product Head used to go and that tie up was regarding to refer student or for Career Fair of the
students in the different college premises

Work Done / Responsibilities from my site:

I did the research work for Institutes of Mumbai & Pune
I have collected Database for the Institutes
Searched Different Streams of Different Institutes like : Digital Marketing
Interior Designing
Fashion Designing
Architecture
Law & Management Institutes
Aviation
Mass Media
Film Making
Banking & Finance
Cosmetology
I did the Calling also for Appointment purpose , I used to do the pitching to different
institutes
OBJECTIVE OF THE STUDY:
PRIMARY OBJECTIVE:
To create brand awareness about Energia.
SECONDARY OBJECTIVE
To measure / determine the brand image, perceptions, attitudes and behavior of the
customers with respect to Energia.

SCOPE OF THE STUDY:

The scope my study is create awareness about my organization. Brand awareness is very
important for every organization. It helps the organization create a name for the organization
and also help students and organizations.

 LITERATURE REVIEW:
According to theory, consumer choose a brand they recognize, before an unfamiliar brand. If the
consumer do not choose according to theories, what are the factors that have a greater effect on
the buying behaviour?
There is not much research about the effect of brand awareness on brand choice, which is why
this subject was investigated. One of the purpose of this dissertation was to do a research about
brand awareness, to see to what extent it matters when purchasing the first time in an unfamiliar
environment. One of the objectives was to determine if there were any differences in buying
behaviour between the choosen cultures. The research group was limited to the students from
China, India and Iran at Kristianad University. Due to the low number of participants from
India, we had to exclude them from our analysis.
The research questions were important since they structured the problem that was to be
answered and made it easier to limit the scope of the dissertation. The questionnaire that was
handed out reflected our research questions. This made it possible to observe which product the
students recognized most and which product recognized the least.
The conclusion of the dissertation was that all investigated factors had some importance for
choice of brand, while quality had a greater effect on brand choice than brand awareness.
Further, there was no difference in buying behaviour between the cultures. Finally, it was not
possible to state any difference in buying behaviour the first time compared to today.

 CLIENT SERVICE:
The key to our client service is our seamless integration of state of the art technology, deep
industry and functional expertise with tools and capabilities to support execution and delivery
our program on a large scale. Our office hours from 9.30 am to 6.00 pm 5 days a week and
9.30

am

to

2.00

pm

on

Saturdays

to

attend

to

your

queries

Confidentiality: Every information/data received during our interactions with our clients will
remain in strict privacy. Necessary controls are in place to ensure that every client data is safe
and secure with us. Client data will only be used for internal analysis and utmost care is taken to
maintain that information is accessible only to those authorized to have access.
Understanding the Customer: Knowing and understanding customer needs is at the very centre
of our business model. Special efforts are made to understand the customers individual needs
and our products are customized to meet specific client requirements. Providing individualized
attention to each customer and communicating with them in a language that they understand are
areas

which

are

effectively

managed.

Reliability: We take pride in our ability to perform the promised service in a dependable and
accurate manner. We work on the concept of First Time Right where we ensure that service is
performed

right

on

the

first

occasion

itself.

Competence: We are a team of trained, experienced, certified psychologists & professionals

who possess the required skills and knowledge to perform their respective roles. Every
employee is willing to go all out to help customers and to provide a prompt and timely service.
Value Customer Feedback: We act on customer feedback and make conscious effort to bring
about necessary changes to improve our services. Getting feedback from customers is very
important for us. It gives us a sense of how well the company is doing in serving the end
customers needs.

 THE WORKING OF ENERGIA:

Step 1: STIMULUS to enquire for the course or institute.
Step 2: This did not exist before the advent of Web 2.0 & increased penetration of internet in
India.
Step 3: First moment of truth is where the student encounters the course/institute
information via brochure, visiting the institute or enrolment.
Step 4: Second moment of truth is the actual experience with the institute.
Going back to Step 2:
Zero Moments Of Truth happens digitally & it is impactful since it happens right at the
beginning and may or may not lead to further steps. Students today have many options and
do not have time to explore every institute at first & second moments of truth. So how to
design your institutes ZMOT in 5 steps?
1.Develop a Strong Digital Presence:
Be it on web or mobile, your institute should be easily searchable.
Website with right user experience which engages student
Good visibility in Google search results through top keywords &
Google search becomes your PR round-the-clock.
Keep track of what is being said about your institute online

2.Clear Doubts posted online by students:

In the process of sourcing information students often ask a lot of questions online. Institutes
should reply to relevant queries to help the students get the right information.
Remember, an institute with a helping hand will have a higher chance of being in the
consideration set within all institutes. It also adds a positive image to your institute.

3.Publish relevant content:

Apart from solving queries, take the leadership role in truly assisting students with quality
content. Topics can range from 5 tips to prepare for upcoming CAT/IIT exams, How to
better manage your exam time etc. Publish this on relevant top education portals.
Keep the conversation on by replying to comments posted by students. Constant
engagement with students establishes top-of-mind-recall for institute.

4.Online Counselling:
Education means a lot to the student in various ways and can change his/her course of life.
Many factors like course structure, placement, college life, financial assistance etc. impact
decision-making and institute selection.
Setup trained online counselling team which can be reached round-the-clock in various
ways like calling, live chat, email etc. One-to-one conversation is the best form to enroll the
student.
5.Replicate the experience everywhere:
Make sure to have consistency everywhere, from website to institutes campus. Since the
actual experience will eventually go back to being online, in form of post, check-in, likes,
pictures or discussion forums. This also becomes some other students ZMOT and has a
viral effect. Hence, it all goes back to the Zero Moment of Truth, again!

 EDUCATION SYSTEM IN INDIA:

Education in India is called the Sunrise sector for investments by Delloite, the leading
research & audit firm in the world. This industry is estimated to be US $5.65 trillion by
2015 & the constant demand is for quality education.
Education Sector in India is never-ending sphere, which is growing at a steady speed. Since
the time of its inception, education sector has been given an utmost importance for the
growth of the nation and the people.
In the past, traditional courses like medicine, law and other subjects were considered the top
most courses by prospective students, but now times has changed and the students are
seeking for other unusual courses options like telecommunication engineering, automobile
engineering, radio jockeying, news anchoring, event management, content writing, and
other courses which are the most sought after courses.
The widening of courses and the changing trends in education sector has created a broader
choice for students to decide their career as per their core interest and aptitude. The benefits
of having such unconventional courses are not restricted to students, but are also
beneficial .for the colleges, educational bodies, corporate and nation at large.
In India, private sector has a strong hold in education industry starting from pre-schools to
universities, formal IES accounts for almost US$~ billion, non-formal IES US$~billion and
together almost US$~ billion in 2009.
However, the trouble for most education institutes still lies in enrolment & shutting down of
some programs from even leading names & brands in the education sector.

Below are some latest facts about the Indian Education market:
Market size at US$ 3.83 trillion dollar
Higher education contributes to 59.7% & school education at 38.1%.
Foreign Direct Investment up to US$ 960.82 million in 2000-2014 period
Renowned universities like Shiv Nadar, Ashoka University etc. receiving private funding
Growing Govt. urban & rural initiatives for increasing gross enrolment ratio at primary
level.

But on the flip-side:

35% of seats, on average, remain vacant in colleges typically management & engineering.
Gross Enrolment ratio (GER) still lower in higher education
Low employability of students
Universities & Institutes shutting down operation of few or all courses
Alumni losing academic credibility if their university shuts down, which leads to job
insecurity
Clearly, gap is between acquiring the right students since the population & demand for
suitable course is high.

Reasons why this gap remains so large:

1.High Competition-Low Seat Ratio in Top Institutes = Race for only the top-ranked
With increasing competition in top B-schools & engineering institutes, the seat-to-application
ratio is huge in top ranked institutes. Sometimes students take additional break in their academic
sessions to re-appear in the competitive exams.
Students are blinded towards only getting in the top league. However, there are good
alternatives which students are unaware of & can help them in reaching their career goals faster
in lesser time.
2.Traditional Approach of institutes towards Awareness building amongst student
population
Our previous blog talks about the Zero Moment of Truth in Education which has changed the
landscape of decision-making by a student. Answer is the Digital media & traditional approach
of big print ads & hoarding are pass.
Digital becomes the single most critical factor to be introduced in the overall admissions agenda
for every institute today.
3.No single collaborative effort towards Admissions Department
Most of the admissions process is handled by many people in the administrative, placement,
student body & faculty in the institute. This leads to mostly low accountability to each staff.

Adding a dedicated experienced team who will specialize in acquiring students is needed to
reduce this gap. Work involves right from brand awareness, digital marketing effort, student
engagement to online counselling & final enrolments.
Hence, a student acquisition team becomes necessary to bridge the gap.
With that, I would like to highlight the importance of a new education domain-specific product
called as Student Acquisition Solution (SAS).
SA is your strategic partner in making regular admission department of your institute/university
into a robust engine which combines the Power of 4 rolled into 1 viz.
1.Digital Marketing
2.Online Counselling
3.Business Consultancy
4.Technology
To elaborate this, the image below shows how a student is acquired by this process:

Reach| Engage | Sell

 3-step process of Reach | Engage | Sell:

Reach
Digital Marketing awareness & lead generation program brings more enquiries to the institute.
Strategy is developed to attract the right & potential students for the institute.
Engage
Once the student has enquired, appropriate counselling by the trained online sales team takes
place to handle queries & convince them for admission in your institute. Engagement marketing
tactics like e-mail marketing etc. also tracks the student through the admission process.
Sell
Convincing skills, industry knowledge and personalised follow-up of the counsellor with the
help of marketing automation & lead management tools converts a prospect into a confirmed
enrolment.

 5 Factors to Increase Seat Occupancy of Your Institution:

1. Build the trust factor
Institute Ratings, Industry Interface & Placement being top priority must be spoken about
through proper channels. Trust becomes the single most important factor in education
segment& past records really help.
Identifying the right channels for your brand and striking the right reach & frequency mix
requires a specialist in the media domain. More you give out information, higher the brand
recall value.
2. Highlight your credentials
Statistics & major achievements on academic and non-academic front, leads to more and
more confidence in students mind.
Round-the-year an institute goes through so many events like inter-collegiate competitions,
placement, co-curricular line-ups etc. which can be highlighted on your website and
promoted as well. Showcase it on your website and campaigns to reach a larger population.
3. Speak with the student community
Aspiring students have many doubts which they discuss online. With the number of
education specific online forums mushrooming by the day, engaging with the students
constantly is of significance.
However since the digital landscape is vast, Online Reputation Management & Content
Marketing tools needs to be executed by a specialist. More you engage, higher the top of the
mind value.
4. Micro-manage your admissions department
You have the promotional campaign & engagement plan ready. What next? Place a good
online counselling team in place. Clear all doubts of students and enrol the student on-board.
Whats the point of campaigns if it doesnt lead to admissions?

Also, the most difficult piece is convincing the student to join an institute with so many
options in education available. Trained counsellors with convincing skills are required who
are highly effective.
5. Move to non-traditional ways of advertising
Students today rely heavily on Digital Media for all the information. Its important to have a
strong digital presence.
Digital comes handy in all aspects of student life cycle process right from awareness building
to having a conversation with, influencing the decision and finally enrolling him/her. Hence,
it becomes one platform to reach, engage and enrol the student.