BRAND BUILDING BLOCKS OF AAVIN PRODUCT ON CONSUMER

PERSPECTIVE

A PROJECT REPORT

Submitted by

PASUPULETI BALASANKAR 18MBA1034

PRAVEEN S 18MBA1036

SREENIVAS MOULI 18MBA1037

NEELA T 18MBA1039

DINESH R 18MBA1049

A Project Report Submitted to

Dr. SAJU B - VIT BUSINESS SCHOOL

In partial fulfilment of the requirements for the course of

BMT5227 BRAND MANAGEMENT

in

MBA (Master of Business Administration)

CHENNAI-600127

SEPTEMBER 2019
 DECLARATION

I hereby declare that the project entitled “Research report on Brand Building Blocks of Aavin Product
on Consumer Perspective” submitted by us is a record of bonafide work carried out by us under the
supervision of Dr. Saju, Program Chair, VIT Business School, Chennai Campus, VIT University,
Chennai.

I further declare that the work reported in this project has not been submitted and will not be
submitted, either in part or in full, for the award of any other degree or diploma in this institute or any
other institute or university.

Place: Chennai

Date:

Signature of the Candidate

PASUPULETI BALASANKAR (18MBA1034)

PRAVEEN S (18MBA1036)

SREENIVAS MOULI (18MBA1037)

NEELA T (18MBA1039)

DINESH R (18MBA1049)

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 ACKNOWLEDGEMENT

We would like to show our gratitude to Dr. Saju B, Program Chair, VIT Business School,
Chennai Campus, VIT University, Chennai, for his constant support and encouragement and for
giving us a good guidance for project throughout numerous consultations.

We whole-heartedly thank all faculty members and supporting staff of the Department for their
cooperation. We would like to express our gratitude to our beloved parents and friends for their
encouragement and cooperation.

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CHAPTER NO PARTICULARS PAGE NO

1 INTRODUCTION -BRAND ORIGIN 1

2 CORE VALUES 5
3 TARGET SEGMENTS 12
4 POSITIONING STRATEGY 15
5 MARKET SHARE AND PROFITABILITY 17
6 BRAND ELEMENTS 19
7 BRAND COMMUNICATION 23
8 FINDINGS AND CBBE MODEL 26
9 BRAND STRATEGY 33
10 CONCLUSION 35

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