Institute of Management Technology, Ghaziabad

End Term Exam (Term – IV) Take Home Exam

(Time Duration: 24 hrs)
Batch 2019 - 21

Answer-sheet

Enroll. No.: 190103227 Section: D

Date: 2nd May, 2020 Term: IV

Subject: Strategic Brand Management

Faculty Name: Jishnu Changkakoti

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 Name: Surbhi Mittal POST GRADUATE DIPLOMA
Date of Birth: May 4, 1997 IN MANAGEMENT (PGDM)
Marketing

EDUCATION

Qualification College/ University Year of % of

passing marks

B.Tech (Computer Science Bhagwan ParshuRam Institute of Technology, Rohini, Delhi 2018 79.65
Engineering)

XII Holy Child School, Ghaziabad, U.P. 2014 92.00

X Holy Child School, Ghaziabad, U.P. 2012 90.00

OTHER PROFESSIONAL QUALIFICATIONS/ CERTIFICATIONS

• Bloomberg Market Concepts, 2019

• Google Adwords Fundamentals, Google, 2019
• Programming in JAVA, NIIT, 2016
• Inbound Marketing Concepts, 2019
• SEO Foundations, LinkedIn, 2020
• Learning Excel, LinkedIn, 2020
• Product and Brand Management, By IE Business School, Coursera ,2020

ACHIEVEMENTS & AWARDS

• Publication in Engineering, Technology & Applied Science Research, Titled ‘An Enhanced Binary Classifier
Incorporating Weighted Scores in 2018 Volume 8, eISSN : 1792-8036

SUMMER INTERNSHIPS/ OTHER PROJECTS UNDERTAKEN DURING GRADUATION

• Sopra Steria 1 November 2018 – 30

May,2019
Project Title: Software Development and Testing
1. Software development using .Net Technology
2. Interacting with the clients to resolve their query and identifying if it is due to a defect in the software
3. Developing codes for resolving Defects
4. Identification and documentation of the test cases for Validation Testing
5. Executing of Test case for Unit Testing and Validation Testing

• Expertrons March 28 – April

28, 2020
Project Title: Business Development through mentor onboarding.

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 1. Identifying mentors from your campus and assisting them to make their mentor profile
2. Generating leads and networking with various mentors.
3. Understanding the profile in-depth and scaling the mentor profile.
4. Make Campus awareness drive in college and spread awareness regarding the benefits availed by the mentors

POSITIONS OF RESPONSIBILITIES

• Junior executive Committee Member, The Human Resource and Organisational Behaviour, Institute of
Management Technology, Ghaziabad

EXTRA CURRICULAR ACTIVITIES

• Participated in ‘Nukkad Natak’, Holy Child School, 2013

• Member of Organizing Committee, Start-up weekend 2020, Institute of Management Technology, Ghaziabad

ADDITIONAL INFORMATION

• Tools: MS Excel
• Technical Language: C, C++, Java, R, Android, HTML, CSS
• Area of Interest: Reading novels, Travelling, Playing Keyboard
• Android Certification

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Question 1 - Using the current resume as the starting point, create a Positioning Statement for yourself as
you stand currently. In other words, if you were to be interviewed for a corporate job today what would be
the current positioning you would project to your prospective employers to get selected over your
batchmates. Use the format of the positioning statement that has been taught in the SBM course.

Answer 1

Positioning is the act of “designing the offer and image, so that it occupies a distinct and valued place in
the minds of the consumer”

Brand positioning statement has 4 elements

1. To whom are you talking

First, I start by segmenting mu prospective job offers.
Demographic Segmentation: CTC above 12 LPA, Posting PAN India, offering role in IT sector.
I will be interviewed by the hiring team for a corporate job, who is there to choose a perfect fit for
their job opening. They are looking for a person with relevant skills, correct and positive mindset
for problem identification and problem solving. A person whose core values can match the core
values of the company.

2. What category are you competing in

The 480 students of IMT pursuing marketing as their specialization will be my direct competitors
for the final placements. My indirect competitors will be entire batch of students pursuing MBA
and sitting for final placements this year.

3. What is the unique proposition your brand is offering the consumer

POPs – like any other applicant, I would have the same qualifications required, like MBA degree,
good academic performance, required skill set etc.
PODs –
• A hardworking person who is looking for challenging opportunities
• Relevant work-ex in IT field from a reputed company
• An analytical mindset to analyze the environment and to propose new and creative
solutions
• Positive attitude towards learning and upgrading skills
• Diligence and accountability towards my work
• Team Worker and leadership skills
4. Why should the consumer believe that what you are offering is credible
• I constantly work towards upgrading my skills. I have done many courses in last one year
to learn new concepts so that I can apply them during my job and fetch better results.
• I believe in team work as it fosters many new and diverse ideas which is very crucial in
having a 360-degree view of the problem statement. During my class projects with the APO
I have always taken up the responsibilities of the projects and after analyzing the strengths
and weaknesses of my team members divided the project work accordingly.
• My consistent academic performance will prove my point of being hardworking and
diligent.

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 • My work on the research paper and coming up with a new algorithm that reduces
complexity will back my point of having an analytical mindset and my ability to come up
with creative solutions.
• Also, during my STP at Expertrons, I made a strategy to market this platform and a campus
awareness drive in the college regarding the benefits availed by the mentors and then
scaling the mentor profiles to get them onboard.
• During my internship experience of 7 months in a reputed IT consulting company, Sopra
Steria I have undertaken the work of software development and software testing giving
me an exposure to the corporate experience and jargons of IT industry and management
tools .

POSITIONING STATEMENT

To all the IT Company recruiters

I, Surbhi Mittal am an MBA graduate specialized in Marketing

Who is a consistent performer and a hard worker

AS I have shown diligence where ever needed and have fetched great results.

Question 2 Next, use the Keller Brand Resonance model and describe your current brand equity as a MBA
student who is a budding corporate professional. You should develop this based on your educational
qualifications, work experience or lack of it, extra-curricular activities & interests, participation in
competitions, hobbies, interests, etc

Answer 2

In order to build Brand Resonance Model to build the Brand Equity of me as an MBA student, who is a
budding corporate professional, four fundamental questions needs to be answered:

• Who am I? (My Brand Identity)

• What am I? (My Brand’s Meaning)
• What about me as a brand?(Personal Opinion and Emotional Response)
• What about me and you? (Relationship between me and you)

Six elements needed to answer these questions are as follows:

1. Brand Salience – This is the strength of awareness of me as a brand in the context of my category.

MBA Student

Engineer Non-Engineer

Work - ex Without Work-ex

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 The catogary can be further subdivided to know more about the exact cateogary I fall under as a
brand. The companies looking for an MBA student, with graduation degree in Engineering in
computer Science, who is a having 0 months of work – ex but some relevant experiece through
internships will choose me as a product.

Depth of Awareness: The interviewer can identify me from

• Current MBA eduction from a premier B school in the country(IMT Ghaziabad)
• Previous engineering education from IP university
• Internship in a reputed IT consulting company (Sopra Steria)
• Short Term experience with world's first AI video bot-assisted platform(Expertrons)

Breadth of Awareness: Range of occasions I can be considered as a brand while hiring.

• Engineering Education in Computer Science
• Marketing Management knowledge (PGDM Marketing from IMT Gzb)
• Software development and Validation Testing Experience (Sopra Steria)
• Knowledge in E-learning sector (Expertrons)
• Search Engine Optimization (certification from LinkedIn)
• Brand and product management (certification from coursera)
• Leadership and Event Management (Member of Organizing Committee, Start-up weekend)
• PR (PR Head in Club THROB and Expertrons)

2. Brand Performance – This determines how will I as a brand meet the company’s functional needs.
Primary Ingredients and Supplementary Features:

• Engineering Education in Computer Science

• MBA Degree in PGDM Marketing
• Knowledge and work-ex in IT field software development and query handling
• Knowledge in E-learning sector (Expertrons)
• Search Engine Optimization (certification from LinkedIn)
• Brand and product management (certification from coursera)
• Leadership and Event Management
• Experience in PR (PR Head in Club THROB and Expertrons)

Reliablity and Durability – I will be highly reliable and durable as the primary ingredients and
supplementary Features that I possess comes from reliable sources.

3. Brand Imagery – These consists of intangile aspects and qualities that I possess.

Brand Personality and Values: These can be based on following qualities that I have

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 • Learning Attitue – I have constantly worked towards upgrading my skills and have done
many courses in last one year to learn new concepts so that I can apply them during my
job and fetch better results.
• Sincerity and Hard work – which comes from my consistent Academic performance and
my honesty
• Analytical Mindset - My work on the research paper and coming up with a new algorithm
that reduces complexity. The research paper being published in a very reputed journal od
ETASR adds credibility to the quality of my work.
• Competence – My experience in IT field which included software testing and development.
Apart from that handling the clients for their queries and guiding them towards a solution
within a stipulated deadline.

Brand History, Heritage and Experience: These consists of all my functional attributes mentioned.
4. Brand Judgements: These can be personal opinions about me of my peers, faculty
Brand Quality: Can be supported by:
• Good Academic Records throughout
• Problem – Solving as can be suggested by MOOC Certificates
• Quality of work and analytical mindset – Published paper in a reputed Journal
• Steep Learning curve in my corporate experience
Brand Credibility:
• Certifications I have done in various fields
• Brand Trustworthiness – the expertise achieved through credible sources
Brand Superiority
• Expertise in various sectors – IT, Customer Support, Business Development, PR,
Certifications
• Analytical Mindset – Published Research Paper
5. Brand Feelings: This is the emotional responses and reactions to me as a brand.
• Security – as I have worked hard all through my carrier and have secured good academic
results throughout consistently.
• Competence – as I have a previous experience in IT industry and have done an excellent
job in gaining the functional and technical understanding of the project quickly and
delivering results.
• Satisfaction – As I have done various courses to upgrade my skill set the company can rely
on me for challenging roles and be satisfied
• Self-Respect – The above-mentioned attributes will also lead to the increment of
company’s self-respect by hiring me
6. Brand resonance: This will be the nature of relationship and the extent to which the corporate will
feel they are in sync with me as a brand. This can be attributed to the following:
Attitudinal Attachment:
• My manager had appreciated my dedication towards the work and my quick grasping
power of the functional and technical aspects of the project. Also, I received falcon award
as a appreciation for excellent work in test case writing and execution.
• My mentor and POC for expertrons have felt that I have a great dedication towards my
work and constant zeal to achieve more.

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 • My mentor during the research project has been pleased with the new ideas that I had put
up as alternatives to the approach.

Question – 3 Think about your career over the next five years and write down your top 4 career goals which
you want to achieve. Mention them clearly and in specific terms. Based on your career goals, create your
future positioning statement which will reflect what you want to become and define what would make you
an attractive employee to the company where you work.

Answer – 3

Here are the top 4 career goals that I have set for myself for the next 5 years.

Professional Goals: I look forward to a job that provides me with a challenging opportunity and a dynamic
work culture so that I can gain a variety of work-ex and can achieve a ambitious targets and earn recognition
for my work in front of my superiors as well as my team. I want to assume different roles within the same
organisation, so that I can gain a varied exposure in every possible sector.

Within 5 years, I plan to achieve the role of Head delivery manger.

Self-Development Goals: 15 years from now, I wish to start do buisness in the hospitality sector. My this
endeavour will atleast require a capital of 3 crores as an investment. Also, my expose to all kinds of
customers and businesses and developing cordial relations with them as a part of increasing my network
will help me in the development of my business.

Productivity Goals: I have always been a consistent in my effort through out have have shown an inquisitive
behaviour regarding gaining knowledge and experience. I have a steep learning curve and I want to apply
the sae to strategizing for better results. With my hard working atttitue and analytical mindset; coupled
with my MBA knowledge leads me to believe that I can continue being a highly valued employee, generating
more returns for my employer.

Working towards achievinf CXO positions is my chief productivity goal.

Social Goals: In life, the most basic principle which I believe in is of Learn, Earn & Return. Also, after
witnessing the shortage of food that people have faced during the cornona spread; I want to work towards
helping the underpriviledged people who do not have the access to proper nourishment and die due to the
lack of food.

As my career goal, I shall continue to work towards the society’s betterment through the organisation’s
CSR wing.

Based on my carrier goals my future positioning statement :

Target

Like my answer in question 1 my choice for the demographic segmentation remains the same. However,
my salary expectations will rise from 12 LPA to 35 LPA.

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Also, the psychographic segmentation of target companies will shift towards companies with relatively
stable business model and 10+ years of operations. A job role which ensures job security with stable work
life balance and flexibility in terms of my work options.

Competition

My direct Competitors will be:

- people who will internal promotions(Who might be having same qualifications as MBA me) to the
higher level jobs or the people who are external to the organisation applying for the same role.

My indirect Competitors will be:

- people will be non – MBA people who have gained skills overtime with plathora of work experience
and hence are now seeking role which can provide them with new opportunities and big carrier
growth.

Unique Propositions

PODs :

- as I have already worked in different domains and with various clients I have an edge over ther
other competitors. Also, I would have an understanding of the financial impact of all the decisions
that are to be taken and hence it will provide me with an edge over others and an holistic
understanding of the business of the organization
- My outlook towards the social cause will help me look towards the business from a very different
angle and look towards profitability clubbed with sustainability
- My zeal for gaining knowledge will push me to take up new and challenging opportunities; which
will in turn help me in strategizing better and gain better results.

POSITIONING STATEMENT

To all the IT and consulting Companies

I, Surbhi Mittal am an a young and energetic leader has worked for a decent number of years

And who is having a cultural and strategic mindset with focus towards profitability and sustainability

AS I have gained my knowledge across different platforms and challenging work opportunities,

I consider myself as a perfect fit for the similar role offered by your organization.

Question – 4 At the end of 5 years what would your Brand Equity be defined as. Again, use the Keller model
which will clearly demonstrate the shift and the changes you have made from your as an MBA student.

Answer – 4

1. Brand Salience – This is the strength of awareness of me as a brand in the context of my category.

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 The catogary can be further subdivided to know more about the exact cateogary I fall under as a
brand.
The companies looking for a professional having a specific required skill set and minimum years of
work-ex, with post - graduation degree in MBA marketing, and a graduation degress in computer
science engineering.

Having
required skill
set

MBA Degree Non MBA

Non - Engineer
Engineer

Depth of Awareness: The interviewer can identify me from

• The firm which I have worked in for last 5 years and the job role.
• MBA education from a premier B school in the country(IMT Ghaziabad)
• Previous engineering education from IP university

Breadth of Awareness: Range of occasions I can be considered as a brand while hiring.

• The skills I have acquired during my carrier in last 5 years
• The projects I have had handled till now
• Engineering Education in Computer Science
• Marketing Management knowledge (PGDM Marketing from IMT Gzb)
• In depth Knowledge of the industry I had worked in for last 5 years

2. Brand Performance – This determines how will I as a brand meet the company’s functional needs.
Primary Ingredients and Supplementary Features:

• In depth knowledge of the industry trends and how the sector(in which I have worked)
works as a whole
• The type of clients I have handled
• The results that I have provided in my previous role
• My over all carrier trajectory from the start of the carrier till date
• The leadership skills that I have demonstrated in the last few years and my capability to
confront unexpected situations
• The quality of work I had previously delivered
• Ability to handle resources efficiently and planning accordingly to achieve results
• Engineering Education in Computer Science

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 • MBA Degree in PGDM Marketing
My Primary Ingredients and Supplementary Features have shifted from ‘’Academic and Corporate”
to “Corporate only”
Reliablity and Durability – I will be highly reliable and durable as the primary ingredients and
supplementary Features that I possess comes from reliable sources.

3. Brand Imagery – These consists of intangile aspects and qualities that I possess.

Brand Personality and Values: These can be based on following qualities that I have

• Leadership – In my tenure of 5 years I have shown excellent leadership skills helping my

team to sail through the rough times and at the same time keeping their motivation level
high so that better results can be delivered. Also, I have an eye to identify the key skills that
each person possess and then dividing the roles accordingly. Also, I had helped my team
members identify their grey areas and with the relevant training and opportunities helped
them to master them and excel in their
• Learning Attitue – Throughout my carrier I have never said no to my opportunity or
challenging task that was given to me. Also, I have constantly upgraded my skill set to grow
my competency I every domain.
• Trust Worthiness & moral code of conduct – During my tenure I have never indulged in
malpractices or tried to take a shorter route to success. I have always followed moral code
of conduct.
• Reliability – The company can reply on me, as I have demonstrated an excellent
performance in my last 5 years and have never failed to deliver the promised results. Also,
my performance and ability to judge the situation has helped me build confidence in my
team members that they can rely on me.
• Vision – I through my constant desire for skill upgradation have had the required skills to
be competitive and had a clear vision to achieve the targets and how to shape the work of
my team towards the work to be delivered.
• Motivation – I have alwys been self motivated and even failures could not demotivate me
from achieving my targets
• Hard work and consistency – I have always given my best in every kind of work or situation
I was put in and have consistently provided improved results.

Brand History, Heritage and Experience: These consists of all my functional attributes mentioned.
4. Brand Judgements: These can be personal opinions about me of my clients, colleagues, employer
Brand Quality: Can be supported by:
• I have always had a good track record with my clients and they have been satistifed with
the outputs they have received
• My subordinates have taken a mark of my clear vision and expertise and have relied on
them
• I have always received a good word of mouth from my peers.

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 •
My seniors and my employer have appretiated my zeal to achieve the targets and constant
delivery of results
Brand Credibility:
• Brand Expertise – Certifications I have done in various fields and skill sets I have acquired
Brand Trustworthiness – the KPI I have accomplised and the results I have provided
As compared to my MBA days, my judgemnets will be more focused on functional benefits from
mine as well as 3rd person’s point as well. And I will have a more holistic point of view as compared
to the microscopic point of view I had earlier
5. Brand Feelings: This is the emotional responses and reactions to me as a brand.
• Security – as I have worked hard and have shown superior results the organization that
employs me can have a sense of security regarding the project they have provided me with
• Competence – as my previous experience and excellent outputs that I have generated the
organization can feel that I can deliver superior results to them as well thus increasing their
competence.
• Self-Respect – The above-mentioned attributes will also lead to the increment of
company’s self-respect by hiring me
As compared to MBA days the brand feelings generally remains the same.
6. Brand resonance: This will be the nature of relationship and the extent to which the corporate will
feel they are in sync with me as a brand. This can be attributed to the following:
Attitudinal Attachment:
• My company’s appreciation and recognition of my efforts and results
• The appraisals I have got for my attitude of being opportunity seeker
• The awards which I receive from my company for exemplary performance

Active Engagement

- This will be an add on to my brand as compared to the MBA days. I have ensured that
every member of my team feels being part of the project, his views are valued, and
that my focus is not just helping them deliver results but also to help them shape their
carrier through proper training and consultation.

Question – 5 Finally, create an Integrated Marketing plan that reflects what you will do to deliver your
desired or future positioning and build your future Brand Equity. These could be the initiatives you take,
the choices you make and the areas where you will concentrate your energy and time to build yourself into
the successful Corporate Professional you have planned to become.

Answer – 5

In this millennial era, targeted communication approaches become the go-to approach. With increasing
Internet growth and the continuing deterioration of the mainstream media.

To build a self-brand resonance in the market, the following factors would be employed:

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 • Awareness: I would strive towards making a name for myself in the industry through breakthrough
results, positive word-of-mouth from my peers, employers and clients - about my ethical nature,
creativity, vision, problem solving skills, leadership and go getter attitude

• Association: I would build a network of good connections in and outside the industry through the
exposures that I will receive during various projects. This would help me not only on short term but
also reap benefits in long term as well

• Judgment and Imagery: I would first judge all the opportunities presented to me and will not
compromise my ethics in order to gain benefits. Also, I will position myself in the employer’s mind
as an enthusiastic leader with ‘go-getter’ attitude through my quality of work and substantial
results. I will also show passion towards my work which will help me to develop sustainable
business environment

I would employ the following communication strategies to further build my network and create awareness:

- Worth-of-Mouth:

I would maintain good relations with my employer and my colleagues to ensure that they have a
positive feedback for me. Also, I will be ready to take up all the challenging roles that will be
presented to me so that when asked for a review people can define me as a ‘challenge and
opportunity seeker’ with a ‘go-getter’ attitude. Also, I would follow my moral code of conduct so
that the company in which I am applying for can trust me.

- Social Media

In this digital age it is of prime importance to have a presence on a social media site like LinkedIn,
Facebook etc. It is also important to have a consistency between your resume and details on the
LinkedIn profile. This would help me in showcasing my important skills set to the employer. I would
never support any communalism and nor post the same on my profile and hence my posts and
pages followed will help them gain clarity that I have not engaged myself in suspicious or communal
tasks. Also, the recommendations which I will receive from my peers and superiors on LinkedIn will
help me in building my case.

- Letter of recommendation
I will ensure to have a positive feedback from my employer by being ethical and result oriented;
and thus, begging a letter of recommendation which will add credibility to my performance and
values.

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