AN INTERIM REPORT ON

BRAND EVALUATION AND

MARKETING STRATEGIES

SUBMITTED BY:

ABY REJI CHEMMATHU

20BSP0072
 INTERIM REPORT ON

BRAND EVALUATION AND MARKETING STRATEGIES

BY

ABY REJI CHEMMATHU

20BSP0072

ACBM GLOBAL MENTOR ACADEMY

“A report submitted in partial fulfilment of the requirements of PGPM Program

of IBS Mumbai”

SUBMITTED TO:

COMPANY GUIDE                                             FACULTY GUIDE

Mr Amanpal Singh Chawla Dr. Nimisha Mishra

Managing Director IBS Mumbai
ACBM Global Mentor Academy

                                                                                                                                 
                                                          

Date of Submission: - 18th April

2021
 CONTENTS

Abstract……………………………………………….01
About ACBM Global Mentor Academy…………….02
Introduction…………………………………………...05
Description of internship and project…………….….08
SWOT Analysis of ACBM Global Mentor Academy.10
Porter's Five Forces model……………………………12
Bibliography……………………………………………14
 ABSTRACT

The project Brand Evaluation and Marketing Strategy is a study to

find a particular market and improve market demand. Further, the use
of marketing strategies and elements to deal with a real-life situation
allows us to track the market's ups and downs and how it operates, as
well as understand how what and when makes the market concerned.

To increase the sales of this project, marketing strategies related to

Product, Price, Place, and Promotion are implemented.

The internship helps me to learn:

 Product marketing
 Customer Relationship Management
 Promotional Strategies
 Presales Activities
 Post-sales Activities
 Project Launch
 Identifying the prospect customers
 Maintaining relationship with companies
 Designing of the product

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 ABOUT ACBM GLOBAL MENTOR ACADEMY

ACBM Global Mentor Academy is a unique up-skilling and corporate

handholding body aimed at developing and executing intellectual
strategies for the holistic growth of highly motivated and result-driven
individuals as well organizations. ACBM believes in providing
learning and development solutions not in isolation, but in integration
and collaboration with the on-going Academia, dynamic Corporate,
robust Business scenarios and coherent Mentor expertise.
Going beyond the traditional approaches, such integrated solutions,
constructed by our illustrious pool of Mentor alliances from across the
Globe, focus on synergy of potentials held by each of these entities.
Together, ACBM attempts at bringing together the expertise derived
out of an exceptional combination of boundless knowledge and sheer
experience under one comprehensive and scholarly gamut of
GLOBAL MENTOR ACADEMY.

VISION

ACBM aims to assist individuals and organisations in making the best

use of and channelling available
capital in the present, as well as
uncovering potential intellectual and
business capacities to address
growth-limiting challenges.

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MISSION

To help you keep up with the dynamic

global competitive climate, ACBM
disseminates relevant information, imbibes
competent skills, actualizes talent,
promotes stimulative leadership, and
inspires coherent management.

THE PILLAR OF GLOBAL MENTOR ACADEMY

 Academics: Global Mentor Academy's academic pillar

focuses on equipping students with entrepreneurial skills and
informed goals, faculty with customised skill-enhancing training
solutions, and institutes with promising industry-academia
connections.
 Corporate: Understanding the growth challenge faced by
professionals serving corporates across sectors, the corporate
pillar provides customised learning and development

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 opportunities as well as innovative career management solutions
to employees at all levels of a company's management.
 Business: Our business pillar provides cost-effective business
and consultancy solutions to both potentially successful
entrepreneurial companies and existing private and public
organisations, with the support and experience of adept mentor
partnerships on board.
 Mentor: The mentor pillar of ACBM Global Mentor Academy
is a powerhouse of high-functioning intellectual capacities that
brings together the collective potentials of erudite and seasoned
mentors on one platform to provide successful academic,
corporate, and business solutions.

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 INTRODUCTION

BRAND EVALUATION
In India, brand awareness has evolved into a significant factor that
influences customers perceptions of a brand. Brand executives
achieve success by carefully monitoring and supervising brand
awareness and loyalty in order to develop strong features that will
influence consumers decisions. Brand valuation, which focuses on the
monetary value of a brand and its economic worth to a corporation as
a transferable and income-generating commodity, uses brand
evaluation as an input. Non-financial variables, as well as obvious
ones like revenue, benefit, and ROI, are factored into the assessment.
Although brand loyalty has an effect on the brand's long-term
viability, customers who are loyal to the brands are willing to pay
more for them because they feel the outputs are more valuable to
them. The Internet has created channels for both marketing managers
and customers to achieve their specific goals, as it helps businesses to
handle a large number of clients, and consumers of all ages use it to
study, select, and buy goods and services from businesses all over the
world. Marketing and consumers must utilise this data. Maintaining
the brands in the fast-growing consumer’s products marketing, the
brand character is a central variable and the company makes more
comprehensive efforts to communicate them to their end consumers.
The assessment of a brand is not a specific science. Some elements of
good practise are common, and general measurement concepts can be
used in almost any case. However, since each brand and organisation
are unique, brand owners should use this broad assessment framework
to tailor it to their individual needs. There is no one-size-fits-all
approach, which can be difficult for organisations that lack the
resources and experience to plan and execute assessment programmes
internally.

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MARKETING STRATEGIES
A marketing strategy is the long-term planning of the company's
desired business outcomes. To achieve these goals, it is critical to
carefully choose specific measures that will help to strengthen product
and service reputations while still increasing consumer sales.
Marketing strategy is a description of the goals that an organisation
wants to accomplish through its marketing activities. The goals of the
organisation decide these tactics. Goals and strategy must work
together. The strategies must accommodate the target audience's
expectations, preferences, and problem-solving abilities, as well as
take advantage of their behaviours and customs.
In order to achieve positioning among consumers and fulfil consumer
and company relationship loyalty, it is critical to identify how you
want to place the product/service in the market. It is a tool for creating
promotional opportunities, as well as communicating and positioning
a product or service, and translating organisational lines so that a
target market can be reached across the appropriate channels.
The marketing mix is made up of four components, with the 4P’s of
marketing serving to form the critical strategies for generating
revenues and increasing sales. They are:
 Product strategies
 Pricing strategies
 Placing strategies
 Promotion strategies

DEVELOPING AN EFFECTIVE MARKETING STRATEGY

Knowing the competition and knowing that what you sell to your
clients has an added benefit that the competition does not have is
essential for a successful marketing strategy. After that, identify your
target group in terms of demographics and psychographics to better
understand why they need to purchase your product or services.

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There are a variety of ways to make marketing campaigns efficient, so
it's crucial to concentrate on the most important communication
channels and be able to carry out the strategies with a good follow-up
of the implementation.
Establishing the objectives and the process:
 Analyse the position in the market: Determine the target
demographic, the market, and the current state of the business.
Additionally, identify which things are strong and which should
be improved.
 Establish goals: Establish attainable brand and sales goals and a
timeline for achieving them.
 Design the tactics: Develop action lines based on the tactics
you know after you've examined the environment.
 Implement controls: Define how you'll track progress against
your goals and how you'll improve your performance over time.

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DESCRIPTION OF INTERNSHIP AND PROJECT

As an intern, I am supposed to undertake the subsequent

responsibilities for the project:
 Actively engage in webinars hosted by us to encourage
corporate branding and financial literacy.
 I was assigned a research-based project on customer interaction
behaviour and assisting brands in expanding their reach.
 An examination of the client's psychology in light of Advisor
and Promotional Strategies.
 Significantly improved knowledge of various marketing
techniques, wealth management, corporate relations,
management skills, self-development, presentation skills, and
soft skills.

Summary of the task undertaken including project worked:

 Customer engagement and providing brand awareness.
 Managing the target customers.
 Understanding of different marketing tools.
 Setting up events for company’s goal planning.
 Questionnaire survey method.
 Research project specified on building marketing strategy for
clients.
 Done primary research on Alternative Marketing techniques.
 I have linked with HR of several organisations regarding
accompanying the Marketing strategy projects and financial
awareness session in their organization that is delivered free of
cost and people can learn how to do their Marketing strategy for
their brand and financial planning and everything in branding
and customer engagement in the market only understanding
about basic Marketing strategy and financial instruments so that

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 one can plan their finance and also continuing with my research
project and gaining more knowledge about the securities.
 I have also begun my research on Mohammad Rafi Musical
Institute. Through research, I am learning to determine what
strategies that companies embrace are and how they use those
strategies to generate a customer base. Also, Sir has originated
training on Projects related to job fairs for the people who did
not get the opportunity to work due to this pandemic and how
to find out Absolute returns and further as I stated earlier, we
managed to learn it through the means of the Interactive games
named as Advisor premier league.

EXPOSURE GAINED
I learned about brand evaluation from a marketing standpoint, as well
as shifts in consumer expectations as a result of their needs and scope
for customer evaluation. The brand assessment is based on a review
of the business and the tools it employs to reach out to consumers.
Additionally, arranged the exposure to how to contact people and
build a relationship with the client as the Advisor Company has to
establish a relationship with their customer. Since they have to
distribute with people from different environments.
Updating and evaluating on a daily basis Clients assisted in the
learning process, resulting in well-organized and proper work. As the
only hard copy proof that shows the deal is finished between the
Advisor and the Customer, regular updates are very important. As a
result, regular updates and assisting clients in connecting with
potential customers are critical, and work should be methodical and
good.

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SWOT ANALYSIS OF ACBM GLOBAL MENTOR
ACADEMY

Strength of ACBM Global Mentor Academy

 Identifying and persuading clients who want to evaluate their
brand and reach out to potential customers.
 Quickly and thoroughly grasping niche, specialised, and obscure
companies.
 Developing relationships with HR departments at various
organisations in order to entice them to follow our projects.
 Client expectations are met by using marketing techniques that
are tailored to their needs.
 Making strategic campaign plans, such as positioning or
messaging, and generating public opinion.

Weaknesses of ACBM Global Mentor Academy

 Due to a lack of experience, reaching out to clients and using
unusual contact to convert them into customers can be difficult.
 The lack of physical meetings has made organisation processes
and procedures for projects ineffective.
 The problem caused by insufficient use of available resources.
 The availability of personal time for engagements and
relationship results is a minor impediment to reaching
customers.

Opportunities of ACBM Global Mentor Academy

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  Engaging with consumers to manage their interests so that they
can concentrate on the target consumer who will be concerned
with future marketing needs.
 Working with the client would need a better understanding of
the workflow in the future.
 Maintaining the LinkedIn relation through projects for potential
benefits.
 Making further scope from current place and providing an
attractive package for customers who demand marketing
activity.
 The researches the market for those who are interested in
increasing brand awareness among customers and assisting them
in achieving their goals through the use of established marketing
tools.

Threats of ACBM Global Mentor Academy

 Changing Consumer Relationships can pose a threat to the
agency's ability to maintain a proper link with the client for
future projects.
 As the activity of current marketing changes, it is becoming
clear that more patterns are emerging and becoming obsolete,
which will have an effect on future market research.
 The Real Value to be addressed could be harmed as a result of
conditions that are not those of the client, and this may have an
impact on the Agency.
 Understanding data is a lengthy process that can result in
improvements in the current state of the agency's relationship
with its clients.
 Today's competition for talent in other agencies necessitates an
urgent shift in marketing strategies that, if not carefully
observed, would render things obsolete.

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 PORTER'S FIVE FORCES MODEL

1. Competition in the Industry

The larger the number of competitors and the number of similar
product propositions they sell, the easier it is for us to have a better
price in terms of competitors and concentrate on the key goals that the
consumer is able to see. Our agency's greatest challenge is to offer
service at an attractive price point so that we can attract more
consumers than rivals and set deal durations to generate longer sales
and gains.
2. Potential of New Entrants into an Industry
ACBM Global Mentor Academy must keep its operations and
techniques up to date in order to take advantage of emerging business
opportunities and have the best possible solutions. The less time and
resources it takes a competitor to penetrate a company's market and
become a viable competitor, the more an existing ACBM's market
share can be reduced significantly. It would necessitate a bargain in
order to remain in the market and profit from new entrants.
3. Power of Suppliers
Since we are the primary provider of marketing services to clients in
order to cope with current market dynamics, the influence of suppliers
would benefit ACBM. If there are few vendors in the industry, we
will be the real winners because we will be able to deliver our
services more efficiently and will have a leg up on our rivals. As a
result, the ACBM wields more clout, with the ability to raise
production prices and lobby for other trade preferences. There are low
switching costs between competing suppliers if other firms sell the
same goods as ACBM.
4. Power of Customers

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It is more important that the consumer who is looking for Marketing
agency is certain that they go for a company that offers services at a
very low price from competitors; here at ACBM, we have a large
customer base and the services we provide are helpful with the
customer demands. Customers can change their minds about similar
goods and services, but by marketing, they will become more
effective in other areas. ACBM would have an easier time charging
higher rates to increase profitability if it has a large number of fewer,
independent customers.
5. Threat of Substitutes
There is a risk that a competitor's product and offers, such as those
offered by the ACBM Global Mentor Academy, will have more
benefits, causing a change in consumer demands. Although near
alternatives are available, consumers will be more willing to forego
purchasing an ACBM product, and competitor power will be
weakened. Companies that offer goods for which there are no near
alternatives would have more experience increasing rates and securing
favourable terms. When considering this aspect, ACBM compares its
current situation to that of rivals and looks forward to offering better
opportunities to clients.

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 BIBLIOGRAPHY

https://www.acbm.co.in/
https://www.advisorzaroorihai.com/
https://mohammedrafiinstitute.com/

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