A

Project Report

On

“Brand Awareness & Promotion”

AT

Solis Invicti Consultancy Pvt. Ltd.

Submitted By

Kunal Shah

Under the Guidance of

Prof. Kalicharan Choudhary

Submitted to

“University of Mumbai”

In partial fulfillment of the requirement for the award of the degree of

Master of Management Studies (MMS)

Through

C.K. Thakur Institute of Management Studies and

Research

New Panvel
 Declaration

I, Kunal Shah a student of C.K. Thakur Institute of Management

Studies and Research, New Panvel, hereby solemnly declare that the
project titled ‘Brand Awareness & Promotion’ for Solis Invicti
Consultancy Pvt. Ltd. is original and not copied from any other earlier
report.

The information and fact & figure produced in this report is based on my own
experience & study during my summer training and has not been published
previously anywhere not in Magazine, Trade journal or any other University
or elsewhere for the award of degree/ diploma/ fellowship.

Further I also declare that, I have tried my best to complete this project with
sincerity, honesty and accuracy. Even then if, any mistake or error had been
crept in, I shall most humbly request you to point out those errors.

Any suggestion regarding this Project Report will be most welcome.

Place:
Kunal Shah
Date:
(C.K.T.I.M.S.R)

Certificate (company)
Certificate (Management Institute)
 Acknowledgements

With particular thanks to Mr. Vijay B. Chavan for providing the excellent
opportunity of interning at Solis Invicti Consultancy Pvt. Ltd. Thanks also to
Mr. Sahil Chavan for handing me over to a wonderful team.

I also want to thank the same for, apart from guidance and help, the various
suggestions regarding this report. Likewise I want to thank Mr. Paresh
Lokhande (Brand Manager – HUL, Mumbai), Mr. Santosh Harwarkar
(Regional Manager, Wipro InfoTech, Mumbai) for helping me in
understanding the aspects other than marketing like market share, product,
programming, promo producing and PR. I also take the opportunity to thank
Prof. Kalicharan Choudhary for guiding me in deciding about my subject of
training and clearing my doubts in formatting my report. Thanks also to my
family and friends for the invaluable moral support.

Last but not the least thanks to the whole Team for removing ―My First Job
fears ― and
Making my time at Solis Invicti a memorable experience.
 Index

Sr.no Topic Page

no.
Section I:
1 Executive Summary

2 Introduction of HR industry

3 Consultancy firms

4 HR Consultancy

5 Objective of the study

6 Solis Invicti Consultancy Pvt. Ltd.

Section II:
1 Marketing at Solis Invicti Consultancy Pvt. Ltd
2 Brand Awareness & Promotion

3 Brand building at Solis Invicti by Using Social media

4 Promotional Activities –On field

5 Facts & Findings

6 Conclusion & Suggestions

7 Bibliography
SECTION I
 Executive Summary

Dictionary defines Marketing as the commercial processes involved in

promoting,
Selling and distributing a product or a service or the part of business which
controls the
way that goods or services are sold while Philip Kotler defines marketing as
'satisfying
needs and wants through an exchange process'. In this way we can have
many
definitions of marketing but the basic idea remains the same. It is connected
with needs,
wants and desires of the customer, the identification of these needs, wants
and latent
desires and their fulfillment so as to get the maximum returns. While the
basic idea
remains the same, the execution differs from industry to industry; product to
product.

FMCG Industry will have different customers and marketing techniques from
that of the
Telecom Industry. The differences in Target Customers, nature of industry,
the type of
product affects the mode of marketing. Thus even after basic idea and basic
work
remaining the same the approach of marketing department of Lakme would
differ from
that of the Vodafone, and it will be different for different sectors as well.
The dictionary meaning of Consultancy is the practice of giving expert advice
within a particular field. How a consultant does go about marketing his or her
services and products? How does one develop a marketing plan? What about
networking, logos, brochures, and a corporate image and consistent
message?

This report covers the various techniques used by the Solis Invicti to survive
the intense competition.
 Introduction of HR industry

Human resource consulting is an $18.4 billion industry that has emerged

from management consulting, as clients' needs have become more complex
and specialized, widening the gap between HR needs and work force
capabilities, and thus accentuating the ability of HR management consulting
firms to fill this gap.

While the multi-faceted nature of business sometimes causes overlap in

consulting industries (i.e., with regards to human resources, general
management, and information technology), the following are core fields
around which most HR consultancies are based:

• Human Capital, including remuneration (also called total rewards),

employee rewards and incentive programs, and talent acquisition and
management
• Health & Benefits; i.e., orchestrating optimal employee health plans
with the carriers themselves
• Mergers & Acquisitions, examining fit across culture, job-type,
transaction costs, etc.
• Communication, including surveying employee attitudes, satisfaction,
engagement, and other employee behaviors
• Retirement
• Outsourcing

Services may also include legal counseling, global initiatives, investments

consulting, and the implementation of HR technologies to facilitate human
capital management. The HR consulting industry also employs more
statistician than any other in order to assist in their services.
 Consulting Firms
Overview:

Consulting firms provide valuable advice for your business and operations.
Finding the perfect match between consultant and business can be a
daunting task. Consider all the factors involved that make a consultant the
right fit for a particular business. A business requires a person with a high
level of expertise. In addition to this expertise, the consultant must possess a
stellar reputation and proven experience in the appropriate industry.

The consultant must offer all of the services that the business requires and
there has to be some flexibility involved here. Many times the business
cannot be aware of all the services needed until the consultation process is
underway. Consultants are experts and strategists, regardless of their
specialization. On the smallest scale, businesses will hire consultants to fix a
problem that they have recognized but cannot remedy internally. Early in the
process, the problem is often abstract so the consultant will use his or her
expertise to define it. After defining the problem, the consultant, working
alongside the business, forms a strategy and then executes it. In addition to
fixing problems, businesses use consultants to attain goals and to prepare
for change

Most consultants and firms work on a per assignment basis. The business
and the consulting firm agree on a task or a period of time and work together
to meet that goal. Once the firm meets the goal, the contract and the
relationship end. Businesses also have longer-term relationships with
consultants and firms. Examples of these contracts are the HR and IT
departments provided to a business by a consulting form.

On a smaller scale, businesses often hire specialized contractors almost as

they would a regular employee to fill a niche role in the company. Prime
examples of this are the techs that a client will contract from a technology
firm as an on-site consultant. Another prevalent relationship type between
business and consultant is fractional consulting. Fractional consulting takes
many forms but is generally a long-term relationship and the services
provided are often sporadic in nature.

What Approaches Does a Consultant Take?

Specific methodologies employed by consultants differ greatly depending on

the field in which they are working. In a broader sense, consultants
accomplish their tasks in a four-stage process. The first stage involves
identifying the problem or goal and conceiving ideas on how to rectify or
achieve it. The second stage involves forming strategies and visualizing how
the business can implement the new ideas.

The third stage is the action stage. This is where the consultant, generally
working closely alongside the business, executes the plan. The consultant
will wear many hats during this stage of the process as he or she or the firm
works toward the achieving the goal. The final stage is closure, or ensuring
that the company is prepared to maintain its newly achieved status.

Even in a given field, the approaches employed by one consulting firm during
the process can differ wildly from the approaches employed by another.
These preferred methodologies are often what make a consultant or firm a
good match for a particular business.

The reputation that consultants and firms develop is the best tool that a
business has at its disposal. When choosing a consultant, a business should
select at least five consultants or firms that provide the general services that
they are seeking. Then the business can thoroughly research that short list.
Research should encompass speaking with businesses in the same industry
that have employed the consultant that the business is considering. The
value of reputation in the consulting business cannot be overstated.

When researching a consultant/firm, a business should ask:

• Did the consultant fully honor the contract?

• Did the project achieve its goal and meet the expectations of the
business?
• Were the consultant's expectations realistic?
• Did the consultant alter the initial plans substantially in order to
complete the project?
• Were regular reports clear and helpful? Were there any surprises?
• Did the consultant arrive at reasonable findings, conclusions, and
recommendations?
• Did the project progress smoothly, without miscommunication?
• Did the consultant work well with the business' owners and/or
employees?
• Did the consultant have to perform the services underfunded?
• If applicable, how long did it take the result to cover the cost of the
process?
• Did the consultant provide useful information?
• Was the consultant able to teach your employees effectively?
• Would you hire this consultant again?
• Would you recommend this consultant to another business?

Take advantage of other sources as well. For instance, many consultants

publish industry articles as a form of marketing. Reading these articles can
give a business great insight into the consultant or firm that they are
considering. If the consultant has been a part of any high profile projects,
there is often a great deal of media available, both print and online, that
speaks to their accomplishments.

After research, the next step is the interview process. The process of
interviewing consultants is similar to the process of interviewing potential
employees. Consider both personal manner and professional style in addition
to the substance of the answers. Discuss financial arrangements and ask for
a proposal and references. Then begin the second phase of research using
those references before making a final decision.

When interviewing a consultant/firm, a business should ask:

• How would you describe the challenges we face?

• Have you worked on project where you faced similar challenges?
• What did you learn from the experience?
• What would you do differently if you could repeat the experience?
• What are the initial problems you anticipate as we begin to work
together?
• How can we best address these problems early on?
• What experience do you have working with a business similar to ours?
• Describe your work process. How will you integrate with our
employees?
• What strengths do you possess that will prove particularly effective for
this project?
• Are the other members of the consulting team? Who are they? How do
you propose to divide tasks among the team members? When can we
interview them?
• How can we evaluate your success in solving our problem?
• What is your availability to complete this project in the specified
period?
 • Will you be using other consultants or subcontractors?
• Approximately, how much will this cost?
• What should we know about you and your experience that we have not
asked?

Types of Consulting

There are several different types of consulting on the market. Such as:

• Management Consulting
• Strategy Consulting
• Human Resources Consulting
• IT Consulting
• Corporate Finance & Financial Advisory
• Consultant Engineers
• Marketing Consulting
• Consulting in the Public Sector
• Real Estate Consulting
 HR Consulting

HR consulting or Human Resources consulting is one of the primary

components of management consulting but it has branched out into its own
specialization due to the needs of businesses becoming more complex and
specialized. There is a great deal of overlap between in the services provided
by firms specializing in HR consulting, IT consulting, and management
consulting.

The HR consultancy industry is growing at 12% a year. Within the last three
years the industry has exploded, fueled primarily by the demand created by
start-up companies who are in need of HR services. As their size scales
rapidly, they do not have the capital for an in-house staff.

The core fields around which most HR firms base their consulting
methodologies are human capital, health and benefits, merger and
acquisitions, communication, retirement, and outsourcing. Some business
will use a firm to provide all of their HR services while others will use them as
needed.

Human capital is one of the four types of fixed capital. In terms of HR

consulting, it refers to labor services, such as remuneration, employee
rewards, employee incentive programs, talent acquisition, and talent
management. Many companies find that it is more efficient and cost
effective to outsource these core human resources to a firm that specializes
in it.

This is also the case with health and benefits. These concerns are tied closely
to human capital concerns but the industry treats them as a distinct unit due
to the specializations involved and the sheer scope of the task. Providing
health and benefits has become an unwieldy function for many large
businesses.

Companies will generally hire HR consulting firms that provide merger and
acquisition services on a per project basis, such as when the company is
integrating another entire business. Even businesses that have their own HR
departments will hire HR consulting firms for merger and acquisitions due to
the complex logistics.

HR consulting firms offer communication services to all types of businesses,

even those that possess their own HR departments. These services focus on
assessing and improving employee attitudes, engagement, satisfaction, and
other behaviors. Sometimes businesses will hire the consulting firm to assess
the problem and improve their in-house HR department.

Like health and benefits, retirement is an aspect of human capital that has a
distinct set of needs. The HR consulting firm will generally handle the
retirement process and act as the liaison to the retired employee. Financial
management is at the core of the services that the HR firm provides to the
retired employee. The outsourcing services provided by HR consulting firms
allows a business to simplify the process of subcontracting. By leveraging
the HR consulting firm, the business can subcontract a wide range of tasks
and even whole departments with a very small organizational footprint.
 Top HR Consultants:

This is verified in HR industry along with the specialized services they offer in
India.

Pls Note: Below ratings is given mainly based on the Companies/candidates

satisfaction.

1. Mafoi Management Consultants (For their 360 degree industry specific

recruitment skills and operations base in India)

2. Kelly Services (For exceptional quality of service they offer, and have
onboard with dedicated recruitment teams for each company’s service)

3. Manpower (Multinational and sheer industry knowledge puts them ahead

of others)

4. Adecco India

5. ABC Consultants

6. Team Lease Services

 Objective of the study

Primary objective

• To create Brand awareness of Solis Invicti in the market.

• To understand the clients requirement for recruitment purpose.
• To contribute the knowledge for promoting the company.
Type: Private
Founded: 2005, Mumbai, India
Founder: Mr.Vijay B. Chavan
Industry: Human Resource

“We are in the business of managing people’s career, rather than

merely filling jobs”.

Solis Invicti Consultancy Pvt. Ltd is committed to establish and maintain

a positive difference to your staffing needs. Solis Invicti Consultancy Pvt.
Ltd is a headhunting and manpower recruitment firm of high repute and
acknowledgment. Solis Invicti have gained this recognition by providing
exemplary customer service and competent employees to diverse corporate,
of all sizes, offering broad range of quality services under one roof.

Solis Invicti introduce itself as one of the fastest growing dynamic

Consultancy company in the field of Human Resource Management. Short
Description about the company directors and consultants, Solis Invicti’s
young director passed out from reputed university with a professional degree
in MBA, also having a vast deep experience into the norms and value carried
towards the recruitment for the concerned companies. Headed towards an
entrepreneur career, started his own Consultancy company PAN India
projects in the Financial Sector.
What really sets the Solis Invicti apart is that the consultants have the work
experience of the industry and the experts who screen the candidates are
amongst the best in the industry. This ensures that they understand the
crucial aspects such as formal training, skills, experience and culture
required to place the right people in the right institution. Solis Invicti strives
to be the benchmark in providing quality employment opportunities.

Solis Invicti philosophy is to work in affiliation with their clients, to create

effective, intelligent staffing solutions that help them achieve their
organizational goals. Solis Invicti is able to provide a range of candidates,
from recently trained management graduates to highly experienced
candidates with high caliber.

With Solis Invicti experience in supplier implementation and management,

they are confident that Solis Invicti will become the preferred partner, which
in return will save clients administration time, reducing substantial cost,
improving quality and efficiency.

The procedure what Solis Invicti follows is to source the candidates from the
relevant in house database of professional working in their respective
segments, job portal, via live head hunting (traditional concept of
recruitment), generating references, follow up with the respective candidate,
then shortlist the selected candidates via telephonic interview or via
personal interview arranged at Solis Invicti’s office premises, and after the
successful short listing they deliver the quality candidates at the clients
place for the final rounds of interview.

In this time of severe global competition, concentrate on the core business

issues & leave the employee matters at Solis Invicti experts and experienced
staff.

Solis Invicti has successfully completed over five years in recruiting for top
BFSI Industry (Stock Broking House, FII House, Private Equity firm,
Investment Banking firm, Venture Capital Firm, Mutual fund house,
Asset Management Company, Project Finance Company, KPO, Rating
Agency, Banks & Insurance Company) with the same level of
commitment taking in consideration towards various departments of the
company

for e.g. Solis Invicti has gain expertise in Setting up of following Desk:

• Institutional Sales, Research, Dealing & Operation Desk

• PCG Sales and Research Desk
• Investment Banking Desk
• Private Equity Desk
• Merger & Acquisition Desk
• Commodity Market Desk
• Currency & Forex Market Desk
• E-Broking & Retail Desk
• Compliance & Depository Participant Desk
• IT Desk

Also, Debt Desk, Equity Research Head / Analyst, Technical / Derivative

Analyst, Risk Management, also we recruit Designation vise CFO, CTO, VP,
AVP, GM, Regional Manager, Senior Manager, Branch Manager, Asst.
Manager, Management Trainee etc.
MINISTRATIONS OFFERED

Executive Search &

Selection:

Solis Invciti have searched and placed some of the brightest and successful
senior professionals in a variety of sensitive and critical business positions.
Solis Invicti record of successful completion of complex and difficult client
assignments is exceptionally high and repeat assignments and satisfied
clients are the most significant testimony to Solis Invicti effectiveness. Solis
Invicti do a mandate search on candidates with specific skill sets and
expertise levels based on very specific criteria laid down by the client. This
service is essentially provided for middle and senior management position.

Staffing :

Solis Invicti Services' permanent and temporary staffing operation was

established to provide a high-quality, professional recruitment service in all
markets where they specialize.
Solis Invicti has a fully integrated staff recruitment and selection
process. Extensive reference checking enables Solis Invicti to select and
refer only candidates of the highest caliber ideally matched to their Clients
needs.

Permanent Staffing:

Choosing the right permanent employee to meet the objectives and culture
of Clients business can be a challenging and risky process. Recruitment
Solutions understands that successful permanent recruitment involves more
than simply sourcing candidates with the skills and experience to do the job.
It also involves a strong level of fit between the requirements of Solis Invicti’s
clients, and the attitudes and behaviors of Solis Invicti candidates. As a
result, Solis Invicti follows a specific and rigorous process to ensure that the
best fit permanent employees are presented to meet the individual needs of
each client
partner and situation.

Temporary Staffing:

Recruitment Solutions recognizes that effective temporary recruitment is

quick, efficient and provides a strong level of fit between the requirements of
Solis Invicti clients and the skills, attitude and behaviors of Solis Invicti
candidates. As a result, Solis Invicti follows a specific and rigorous process to
ensure that the best fit temporary staff can be quickly sourced and placed to
meet the individual needs of each client partner and situation.

Strategic Consulting:

Solis Invicti is also doing strategic consultancy for upcoming or those who
are interested to setup different type of financial desk. Solis Invicti have
successfully completed in strategic recruitment for Stock Broking House,
FII House, Private Equity firm, Investment Banking firm, Venture
Capital Firm, Mutual fund house, Asset Management Company,
Project Finance Company, Banks & Insurance Company with the same
level of commitment taking in consideration towards various departments of
the company. Solis Invicti have gain wide expertise in Setting up of following
Desk:

Institutional Sales, Research, Dealing & Operation Desk,

PCG Sales and Research Desk,
Investment Banking Desk,
Private Equity Desk,
Merger & Acquisition Desk,
Commodity Market Desk,
Currency & Forex Market Desk,
E-Broking Desk, Compliance & Depository Participant Desk, IT Desk.

To Employers:

Solis Invicti’s philosophy is to work in affiliation with their clients or

employers, to create effective,
Intelligent staffing solutions that help to
achieve
your organizational goals. Solis Invicti is able
to provide an excellent range of candidates
from recently trained management
graduates to highly experienced candidates
with good potential and caliber. Solis Invicti
is confident that they will become your
preferred partner, which in return will save
your administration time, reducing
substantial cost, improving quality and efficiency with Solis Invicti’s
experience in supplier implementation and management.

Solis Invicti’s clientele are from:

• Stock Broking Company

• FII House
• Private Equity firm
• Investment Banking Firm
• Venture Capital Firm
• Mutual fund house
• Asset Management Company,
 • Project Finance Company,
• KPO
• Rating Agency
• Banks & Insurance Company

To Candidates:

Solis Invicti is an Equal Opportunity Employer which offers a stimulating

platform for employees to contribute to the company's business and to
develop their career. Employee delight is very critical to our success and
therefore we take pride in nurturing the talent of Candidates. We invite you
to explore, aspire and learn more about the fascinating culture at Solis
Invicti. Solis Invicti assure you total security & confidentiality of peppers also
We offer referral reward, Gift voucher to the candidates whose friends are
placed through us and complete 90 days of satisfactory service with our
client.
SECTION II
 Marketing at Solis Invicti Consultancy Pvt. Ltd

Market Demographics

The company profile of Solis Invicti customers consists of the following

geographic, demographic factors.

Geographic:

• The geographic target is Mumbai, Tier-I and Tier-II of cities in India.

Demographic:

• Financial sector companies.

• Start-up companies who have typically been in existence for less
than two years.
Market Trends:

The market trend in professional services, particularly HR is to outsource the

services. The
Advantages of outsourcing are the reduction in the need for upfront capital,
a scarce resource. Additionally, outsourcing services allows a smaller
company to enjoy the same level of service that at one time was only
available to larger companies. The outsourced service industry effectively
allows smaller companies to more easily compete with larger companies that
have a larger resource base.

Market Growth:

The HR consultancy industry is growing at 12% a year. Within the last three
years the industry has exploded, fueled primarily by the demand created by
start-up companies who are in need of HR services. As their size scales
rapidly, they do not have the capital for an in-house staff.

Marketing Strategy:

Solis Invicti marketing strategy will be based on strategic networking and

traditional advertising. The networking will consist of leveraging major's
extensive industry contacts. Solis Invicti’s marketing team will begin his
networking/marketing activities by being present at the several regular
networking events that focus on emerging companies.

Having a rich list of established companies as backers for the association

drives many start-ups to the forum. Another excellent group for networking
is the Financial Sector Association at Mumbai. The team has been an active
member of Financial Sector Association for three years and has made friends
with most of the participants.

Solis Invicti is continually growing in size and is handshaking with new

companies. The monthly Financial Sector Association’s meetings will always
be a ideal place to network with all the players in its community.

Mission:

Solis Invicti’s mission is to provide human resource consulting for emerging

companies. Solis Invicti exists to attract and maintain customers. When Solis
Invicti adheres to this maxim, everything else will fall into place. Solis Invicti
services will exceed the expectations of the customers.

Marketing Objectives:

• Create awareness of company in the market.

• Business development.
• Promotion (via social networking site)

Target Market:

Emerging companies will be the target market for several reasons:

• They are in need of HR services as they are growing rapidly.

• They often do not have a large enough in-house solution.
• Capital is a scarce resource for emerging companies so the ability to
accept stock
options in replace of cash is appealing.
 Solis Invicti' market is focusing on Financial Sector, creating a niche
for itself.

Marketing Mix:

Solis Invicti's marketing mix is comprised of the following approaches to

pricing, distribution, advertising and promotion, and customer service.

• Pricing: Solis Invicti will use a flexible pricing model that accepts both
cash as well as
Equity in the customer's company.

• Distribution: Services will be provided to the Mumbai and other areas via
Solis
Invicti’s office. Client meetings will be held at Solis Invicti's
office, or at the
client’s site.

• Advertising & Promotion: The activities of social media for advertising

and promotion
will be used.

• Customer Service: Solis Invicti's philosophy is to exceed the customer's

expectations at
whatever cost. While this might hurt short-term profits, it will
only strengthen
a long term, customer-centric business model.
Break-even Analysis :

Solis Invicti’s graph

 Brand Awareness & Promotion

A brand is the identity of a specific product, service, or business. A brand can

take many forms, including a name, sign, symbol, color
combination or slogan. The word brand began simply as a way to tell one
person's cattle from another by means of a hot iron stamp. A legally
protected brand name is called a trademark. The word brand has continued
to evolve to encompass identity - it affects the personality of a product,
company or service.

A 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 and 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 psychological aspect,
sometimes referred to as the brand image, is a symbolic construct created
within the minds of people and consists of all the information and
expectations associated with a product or service.

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 is therefore 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 the whole organization towards its
brand is called brand orientation.

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. There are many
intangibles involved in business, intangibles left wholly from the income
statement and balance sheet which determine how a business is perceived.
The learned skill of a knowledge worker, the type of mental working, the type
of stitch: all may be without an 'accounting cost' but for those who truly
know the product, for it is these people the company should wish to find and
keep, the difference is incomparable.

A brand which is widely known in the marketplace acquires 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. One goal in brand recognition is the
identification of a brand without the name of the company present. For
example, Disney has been successful at branding with their particular script
font (originally created for Walt Disney's "signature" logo).
Consumers may look on branding as an important value added aspect of
products or services, as it often serves to denote a certain attractive quality
or characteristics. From the perspective of brand owners, branded products
or services also 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 quality of the brand or the
reputation of the brand owner.

Brand Awareness

Brand awareness refers to customers' ability to recall and recognize the

brand under different conditions and link to the brand name, logo, jingles
and so on to certain associations in memory. It helps the customers to
understand to which product or service category the particular brand
belongs to and what products and services are sold under the brand name. It
also ensures that customers know which of their needs are satisfied by the
brand through its products. Keller’s 'Brand love' is an emerging term
encompassing the perceived value of the brand image. Brand love levels are
measured through social media posts about a brand, or tweets of a brand on
sites such as Twitter. Becoming a Facebook fan of a particular brand is also a
measurement of the level of ‘brand love'.

Types of brand names:

Brand names come in many styles. A few include:

Acronym: A name made of initials such as IBM.
Descriptive: Names that describe a product benefit or function like Nutri-
Bar.
Rhyme: Names that are fun to say and stick in the mind like Reese's
 Pieces or Dunkin' Donuts.
Evocative: Names that evoke a relevant vivid image like Amazon
Neologisms: Completely made-up words like Kodak

Foreign word: Adoption of a word from another language like Volvo or

Samsung

Founders' names: Using the names of real people like Hewlett-Packard

Geography: Many brands are named for regions and landmarks like Fuji
Film

Personification: Many brands take their names from myth like Nike.
“At the end of the day, what is the job of business? To deliver value
to the customers. So if you deliver value and if you deliver
continuous value in a particular area, then you have created a Brand

”-Mukesh Ambani, chairman, RIL

Few reasons on why branding yourself is important:

You’ll be an expert in your field:

Not everyone knows who you are, and since that means they probably have
no idea what you do and how good you do it, it’s vital for you to give your
skills a bit of recognition.

Branding yourself isn’t entirely about who you are as an individual, but
mostly about what kind of services and goods you can offer.

A client will usually choose someone they’ve previously heard of to work on

their latest project and if you didn’t leave an impression that shows you’re
quite the guru in your field, you’re straight out of luck.

It would be much of an inconvenience if a client knew who you were, but had
no idea about the quality of services you offered. They’d have nothing in
order to set you apart from the rest, and mediocrity will follow you.

Breaking free from this mold means that you have to brand your services.

Become an Asset:

Having an asset that’s unique and commands respect is a good investment,

especially if you’re a freelance designer. By branding yourself, you
become the asset and the product you market is your set of skills or
services. You’re your own unique product and no one can take that away
from you.

Structuring yourself to become the asset will add value to not only your
business, but also your skills and experience. When you’re the asset, your
business revolves around you and therefore you’re irreplaceable.

You will be recognized for who you are and most importantly, what you
do.

Be a Memorable Force:

When companies annoyingly repeat TV and radio commercials, they aren’t

trying to sell you the product at that instant, they do it so that the first thing
you remember when you go to a department store is their brand. It doesn’t
matter what line of product you choose, as long as you go with their brand.

Same concept when it comes to branding yourself. If your brand can

successfully reach out and influence potential clients when they start up their
browser or need a specific project to be worked on, your brand is the first
thing that pops into their minds. Having a catchy name for your freelance
business that’s easy to remember is a plus. For example, when you think
about quality browsers with customizable elements, who do you think of? For
me, it’s Firefox. The name and image behind the brand is simply compelling.

Stand Above the Rest:

What defines a brand is the services or products behind it. For example, who
would WordPress be without its content management services? Just a catchy
name and nothing more.
Creating a brand that stands out requires you to develop an image that is
consistent with what your brand has to offer. The image you choose to
represent your brand should be simple, straightforward, and convey what
you or your business does. The colors you choose should provoke interest,
and you should use color theory to make your logo creative and unique.

Build Trust and Recognition:

Branding yourself allows you to easily engage with your clients and build
trust. Once your clients begin to trust you, they’ll never forget what you have
to offer. Out of building trust comes recognition. Odds are if a client trusts
you, then they won’t hesitate to refer their contacts to you. Over time, this
evolves into a strong relationship, which in return turns your clients into loyal
customers.

Easier to Find You:

A brand that’s easy to remember is easier to find. If your brand has

unique properties and succeeds in attracting attention, then you’ll have a
much better chance of having potential clients hear about you and easily
find you as well.

For example, Apple is a strong brand that has attracted new customers by
breaking standards and reaching higher levels of innovation. If you type the
word "Apple" in Google, the first thing that comes up is Apple.com, not the
definition or content on the actual fruit. That’s a remarkable
accomplishment. The Apple brand has become a staple in its own niche, and
it will always be easy to find. You should apply these same principles, offer
good services, break a few standards, create a unique representation, and
your brand will flourish.
Brand Identity:

Brand Identity includes brand names, logos, positioning, brand associations,

and brand
personality, brand toons etc. A good brand name gives a good first
impression and evokes
positive associations with the brand. A positioning statement tells what
business the company is in, what benefits it provides and why it is better
than the others? Brand personality adds emotion, culture and myth to brand
identity by the use of a famous spokesperson (Bill Cosby-Jello), a character
(Pink Panther), an animal (the Merrill lynch bull) etc.

Brand associations are the attributes that costumer thinks of when they hear
or see the brand name. McDonalds television are a series of one brand
association after another, starting in yellow arches in the low right corner of
the screen and following with associations of Big Mac, Ronald MacDonald,
kids, happy meal, food quality etc. The first step in creating a brand for your
company is branding workshop.

How do we determine our Brand Identity?

Brand has been called the most powerful idea in commercial world, yet few
companies create a brand identity. Do you want your company’s brand
identity created for you by competitors and unhappy customers? Of course
not. Our advice to executives is to research their customers and find the top
ranked reasons that the customers buy their product rather than their
competitors. Then, pound that message in every ad, in every news release,
in communications with employees and in every sales call or media
interview. By continuous repetition of messages customer will think of your
product and then buy it.

Tools for Building Brand Identity:

Brand builders use a set of tools to strengthen and project the brand image.
Strong brands
typically exhibit an owned word, a slogan, a color, a symbol, and set of
stories.

Owned Word:

A strong brand name should trigger another word, a favorable one. Here is
the list of brands that own a word.

Company Word:

Company Word
Volvo Safety
BMW Driving performance
Mercedes Engineering
Kodak Film

Slogan:

Many companies successfully added a slogan or tagline to their brand name

which is repeated in every ad they use. Here are some well-known brands
slogans, which people on the street may easily recall or recognize:

Company Slogan
LIC “Jeevan ke saath bhi jeevan ke baad
 bhi”
Citibank “Because the Citi never sleeps”
TVS Victor “More smiles per hour”
TCS “Beyond The Obvious”

Colors:

It helps for a company or a brand to use a consistent set of color to and in

the brand recognition. Caterpillar paints all its construction equipments
yellow. Yellow is the color of Kodak film. IBM uses blue in its publications, and
IBM is called “Big Blues”.

Symbols and Logos:

Companies would be wise to adapt a symbol or logo to use in their

communications. Many
Companies hire a well-known spokesperson, hoping that his or her quality
transfer to the brand.
Nike uses Michael Jordon who has worldwide recognition and likableness, to
advertise its shoes.
Sporting goods manufacturers sign contracts with top athletes to serve as
their symbols, even naming the product after them.

Cartoons & Animations:

A less expensive approach is to develop a character, animated, to etch the
brand’s image into customer’s mind. The advertising agency Leo Burnett has
successfully created a number of memorable animated characters.

Here are some well known brand cartoons which people may recognize:

Company Cartoon or Animation

ICICI Chintamani
Amul butter Utterly Butterly girl
McDonalds Ronald
Pillsbury Doughboy

Objects:

Still another approach is to choose an object to represent a company or

brand. The travelers’ insurance company uses an umbrella, suggesting that
buying insurance is equivalent to having an umbrella available when it rains.
The prudential insurance company features the rock of Gibraltar, suggesting
that buying an insurance is equivalent to “owing a peace of rock “which is of
course, solid ad dependable. Companies have developed many logos or
abstracts, which are easily remembered by people. Even the way the brand
name is written makes a brand recognizable and memorable.

Brand Effectiveness:

With an increase in global competition, branding has become a source of

competitive advantage. In rapidly evolving market for consumer, and
industrial products and services, the source of next generation competency
will be branding. In this briefing we demonstrate how to calculate the brand
strength, the price premium associated with the products categories, and
type of customers attracted to the “Premium Products”. Marketers who
match their brand with customers needs will have a sustainable competitive
advantage.

Measuring Brand Effectiveness:

There are many metrics to measure the potential of and actual effectiveness
of brands. The
simplest way is to apply the concept of what we call the 4 D’s of Branding;
Differentiation,
Distinctiveness, Defendable, Digit-able.

• Distinctiveness: your brand should be distinct when compared to your

competitors and to all spoken and visual communications to which your
target audiences will be exposed. The more unique and distinct your
communications, the wider the field of effective competitive strength it
will have. There are simple means to apply to test the distinctiveness of
your brand.

• Differentiation: the brand strategy and brand assets must set you’re
offering apart and
clearly articulate the specific positioning intent of your offering.

• Defendable: you will be investing in creating your brand assets and in all
cases your
brand must have proprietary strength to keep others from using close
approximations.
 This applies to your trade names and other proprietary words as well as
to your logos,
symbols and other visual assets.

• Digit-able: in most businesses there is strong and growing element of

electronic
communications and commerce that dictate all brand assets be
leveraged effectively in
tactile and electronics form. This goes for all brand assets.

Much of the brand manager’s work is to build a brand image. But its job
doesn’t stop there. The brand manager needs to make sure that brand
experience matches the brand image. Much can go wrong. A fine brand of
canned soup described in a full page color ad may be found in dented and
dusty condition in the bottom shelf of a supermarket.

Building brand therefore calls for more than brand image building. It calls for
managing every brand contact that customer might have with brand. Since
all the employees, distributors and dealers can affect brand experience.

Building the Brand:

The art of marketing is largely art of brand building. When something is not a
brand, it will
probably be viewed as a commodity. Then price is the thing that counts.
When price is the only thing that counts then the low cost producer wins. But
just having a brand is not enough. What does the brand name mean? What
associations, performances and expectations does it evoke? What degree of
preferences does it create?
Choosing a Brand Name:

A brand name first must be chosen then its various meanings and promises
must be built up through brand identity work. In choosing a brand name, it
must be consistent with the value positioning of the brand. In naming a
product or service the company may face many
possibilities: it could choose name of the person (Honda, Calvin Klein),
location (American
airlines), quality (Safety stores, Healthy choice), or an artificial name (Exxon,
Kodak).

Among the desirable qualities of a brand name:

• It should suggest something about the product benefits.

• It should suggest product qualities such action or color
• It should be easy to pronounce, recognize and remember; short names
help a lot to
recognize the product to the customers.
• It should be distinctive.
• It should not carry poor meanings in other countries and languages etc.

Building Positive Associations:

The best known brand names carry associations. For example, here is a list
of words that people say they associate with McDonalds:

• Kids
• Fun
• Happy Meal
• Ronald Mc. Donald
• Quality
• Toys

In trying to build a rich set of positive associations for a brand, the brand
builder should
consider five dimensions that can communicate meaning:
• Attributes: A strong brand should trigger in buyers mind certain
attributes. Thus a
Mercedes automobile attributes a picture of well-engineered car that is
durable, rugged
and expensive. If a car brand does not trigger any attribute, then it
would be a weak
brand.

• Benefits: A strong brand should suggest benefits, not just features. Thus
Mercedes
triggers the idea of well performing car that is enjoyable to drive and
prestigious to
own.

• Company Values: A strong brand should connote values that the

company holds. Thus Mercedes is proud of its engineers and engineering
innovations and is very organized and efficient in its operations. The fact
that it is a German company adds more pictures in the mind of the
buyers about the character and the culture of the brand.

• Personality: A strong brand should exhibit some personality traits. Thus

if Mercedes
 were a person we would think of someone who is middle age, serious,
well-organized
and somewhat authoritarian. If Mercedes were an animal we might
think of lion or its
implied personality.

• Users: A strong brand should suggest the type of people who buy the
brand. Thus we
would expect Mercedes to draw buyers who are older, affluent and
professional. In
summary, brands when their very name connotes positive attributes,
benefits, company
values, personality and users in the buyer’s mind. The brand builder’s
job is to create a
brand identity that builds on those dimensions.

What is Brand Equity?

The term means different things for different companies and products.
However, there are several common characteristics of the many definitions
that are used today. From the following examples it is clear that brand equity
is multi-dimensional. There are several stakeholders concerned with brand
equity, including the firm, the consumer, the channel, and some would even
argue the financial markets. But ultimately, it is the consumer that is the
most critical component in defining brand equity.

Some researchers in the field of marketing have defined brand equity as

follows:
• The Marketing Science Institute (1988) defines brand equity as,
"The set of associations and behaviors on the part of the brand's
customers, channel members, and parent corporations that permit the
brand to earn greater volume or greater margins than it could without
the brand name and that gives the brand a strong, sustainable, and
differentiated advantage over competitors."

• Lance Leuthesser, et al (1995) writes that "… brand equity represents

the value
(to a consumer) of a product, above that which would result for an
otherwise identical product without the brand's name. In other words,
brand equity represents the degree to which a brand's name alone
contributes value to the offering (again, from the perspective of the
consumer)."

Managing Brand Equity:

Consistency is the key to successfully building and managing brand equity.

Having a long-term outlook and projecting a consistent image of your brand
to the customer will maximize the results of building brand equity. It is
critical for managers to realize that brand equity can have positive as well as
negative effects on a product or company. In the end, it is the customer that
truly defines what brand equity means.

If management feels it is necessary to change the direction of a brand or

change a product it must be careful not to change too quickly. There are
many examples of companies that have changed a product or brand too
much or too quickly. On these occasions, consumers met changes with
adverse reactions. The most famous example is Coca-Cola. They changed
the formula of their flagship product Coke, and consumers reacted so poorly
to the new product that the old formula was reintroduced and the new
formula eventually was discontinued. The consumer through the product
experiences brand equity. The product has certain attributes or
characteristics that deliver the equity to the consumer. If any of these
attributes are changed or eliminated, the equity delivered to the consumer is
also changed.

Managing brand equity is a continual process with long-term implications.

Unfortunately, many brand managers are forced to focus on short-term goals
such as market share and profits. Many programs that are implemented to
boost short-term sales or market share may be detrimental to the long-term
viability of the brand. For example, Proctor & Gamble has started to test
market a program to move away from using coupons to a system of
everyday low prices. This is, in part, because consumers may become loyal
to the coupon or promotion and not to the product itself.
Constant promotional programs erode margins and eventually brand loyalty.
Ultimately, brand equity is damaged.

Many people may think that building and maintaining brand equity is solely
the responsibility of brand managers, but it is actually a cross-functional
team effort. Financial managers are important because they can fully
analyze the costs of maintaining and building brand equity. For example,
launching a new brand is extremely consuming in terms of money and time.
It may be more cost effective to extend a current brand than introduce a
new brand. Marketing research is critical for many obvious reasons. It
develops most, if not all, of the research and data that companies will use for
deciding strategic issues. Marketing research can also help determine how
brand equity is actually measured.
 Brand building at Solis Invicti by Using Social media.

I n the current consumer driven market, where telemarketing calls are not

at all acceptable to customers and increasingly marketing emails are deleted

without reading or blocked by spam filters. It has become difficult to reach
potential customers.

Social networking websites have opened new opportunities for organization

to market their products/services to the customers without annoying them.
Social networking websites have very large (and continuously growing) loyal
customer base which makes it even more attractive for marketers to
advertise and market their products and services.

From top MNC’s to small medium sized companies, social media has become
an innovative platform to promote businesses. The number of users and the
growth rate of social media sites is providing for a level playing field for
companies of all sizes to market their brands online. Using social media web
sites like Orkut, FaceBook, LinkedIn, Twitter business owners can do a lot of
great marketing stuff, like event promotion, customer relationship
management, News posting about their businesses, job openings, Videos of
products and a lot more. Studies have shown that social media
marketing helps in promoting the brand and in spreading the word around to
prospective customers, faster.

The reasons why this type of marketing is so important, or rather, essential

for a business are many. Firstly it is a low cost investment when compared to
the other options available, offering many links to your site for free. Social
media is generally free to use but marketing the same thing through
conventional methods would cost you thousands of dollars. These sites get a
lot of traffic and they in turn generate traffic to your site. Also it acts like a
word-of-mouth concept that people tend to believe when compared to
commercial advertising.

To make a lasting impact on the user and build a successful business any
entrepreneur should be adept in social media marketing. There are a number
of factors to keep in mind while promoting your business online so as to
maximize its potential and achieve realistic real time sales. Marketing
through social media is a potent method that will make your site profitable
over time.

The Cone Business social media study” in USA showed that

93% of US citizen want that a company should have presence on social

media sites,

86% people want that companies should use social media sites for
interacting with customers.
More than 60% of people regularly interact with these companies in social
media sites

More than 43% people say, company should use social media sites for
solving their problems.

And more than 40% people believe that companies should use social media
sites for getting feedback from customers.
How Solis Invicti is promoted on Orkut

Recently Orkut has come up with a free new feature called Orkut “Promote”
to help you guys promote your stuff with all your Orkut friends. Before you
had to scrap each and every friend to spread the word but now with
‘promote’ introduced to Orkut things will be much easier and quicker.

Features of new promote tool:

1. You can promote text, photos from your Orkut

albums and YouTube videos.
2. Built-in “Spread” can be used by your friends to
promote your stuff with their friends. Its like re-
prompting your stuff.
3. Built-in “Trash” to remove the promote which you
do not like.
4. “my promotion” tab shows you numbers of users
viewed, clicked, deleted your promotions as well
how far they’ve spread.
5. You can stop or delete a promotion any time which
you’ve created.

Google knows how to promote things very well that's why they have placed
the promotions on the upper right corner friends home and profile pages.

Steps to create a promotion:

• Click on “promote” on your left side of your Orkut profile.
• Choose a title of your promotions.
• Give the description of your promotion in comment.
• Select Text, Photos or YouTube video for content.
• Click create promotion button.
Advantage of promote:

Using Orkut promote you can promote almost anything and everything that
too in no time with a bigger audiences. Google charges advertisers for
promotion while regular Orkut members don't have to pay any fee for using
Orkut promote.
How Solis Invicti is promoted on Orkut:

This is the place where

information about our company
will be displayed.
 The Content we used are also divided into two parts

i. ) Text only
ii. ) Image and texts.

Only Text
been
displayed
Short and Sweet

Image and Information

displayed

By using Promote tool on orkut we will be able to see how many of the visitors
has viewed our ad on orkut , how many visitors have clicked on it ,how many
of them didn’t like it..
 Here 6
clicks
denotes
that 6
visitors

Here 2 trashes
denotes that 2
visitors didn’t
like your link.

Graphical
representation
When clicking on When When clicking
of Solis Invicti
promote link, the user clicking on on delete link,
effectiveness
gets to know the preview link, the promotion
information about his the user of “Ad” will get
gets preview deleted forever.

When
clicking on
stop link, the
promotion of
“Ad” will
stop.

How Solis Invicti used LinkedIn as recruitment tool:

 Recent activity
at Solis Invicti

The most obvious ways to use LinkedIn are to post jobs you have available and search for
candidates.

You should start by building connections to people you already know. This could include
former co-workers, current clients, local entrepreneurs and even friends and family.
Because you never know who someone else may be connected too that could make for a top-
notch candidate. You should also join groups where you might connect with potential
candidates. For example, if you are always looking for IT consultants you can find an
affiliated group on LinkedIn. Once you join relevant groups find ways to begin discussions
with people in the group. If you notice people who are active in the group, they always ask
questions and answer others questions, those might be the people you hone in on for job
opportunities.
There is also a free way to advertise that you are hiring on LinkedIn without posting a job.
Use your network activity box (also known as a status box) to broadcast that you are hiring.
"Looking for an IT consultant. If you know someone, maybe even you. Contact me."

When you find someone who may be a good fit for your company you have to evaluate their
LinkedIn profile. Does the person have a complete profile including a picture? Do they have
recommendations from peers, managers and colleagues? Are they a member of groups
relevant to their field? Do you have any 2nd or 3rd degree connections to the person to get a
more personal referral? You can find out a lot about a person from their profile before
contacting them for an interview.

As small business owners, you can easily leverage LinkedIn to find talent.

Promotional Activities –On field

 • We visited more than on average 100 financial firms in the period of 2
months and met HR person and gave presentation about our Company.

• The main objective of our visit was to create awareness about our
company in the Market.

• It is the Part of Promotional activities through which Business

development takes place.

• During our visit we covered areas of Mumbai in these 2 months, mostly

covered South Mumbai zone. Such as Fort, Churchgate, Nariman Point.

Reason why we visited these places:

In south Mumbai Fort is the Hub of financial firms because of

Bombay Stock

Exchange(BSE).In the surrounding of BSE there are many financial

firms working

on share market ,because of that they want lot of skilled employees,

so it was the

part of Solis Invicti’s strategy to tap this area. This can boost our
business.
 15% 30%
Co. has its own
recruitment

dept.

Tie up with agency.

30% 25% Interested.

Prospected clients

(Fig: 1)

On the basis of this Pie-chart (fig: 1) we can infer that

30% financial firms are having their own recruitment department in their
firm, so they didn’t require consultancy firm for recruitment, reason for this
was to select the right candidate as per their requirement.

But at the same time 30% financial firms were interested for consultancy
firms for recruitment. So it is a great opportunity for Solis Invicti to make its
mark in the market by targeting the 30% Interested firms by giving the best
services to the clients.

And 25% firms were having Tie-ups with agencies for recruitment purposes,
so that half of their work will be done by the Consultancy firms itself.

And another 15% said right they don’t have any requirement, but will tell
know if they want.
 Facts & Findings

SWOT Analysis

The following SWOT analysis captures key strengths and weaknesses within
the company, and describes the opportunities and threats facing Solis Invicti.

Strengths:

• Strong relationships within the start-up community in the Mumbai.

• Unusually flexible compensation programs.

•Superior attention to detail, and customer satisfaction.

•Having a Niche Market (financial sector)

Weaknesses:

• Lack of brand awareness due to the newness of the company.

• A limited marketing budget to develop visibility.

• Limited billable hours to pursue all opportunities due to Solis Invicti

having few

Professional on staff initially.

Opportunities:

• Growing market with a significant percentage of the market still

unaware of Solis

Invicti.

• The possibility to cash in on client's success.

• The ability to get cutting edge experience by helping start-up

companies transform

themselves into seasoned companies.

• The market trend toward outsourcing.

Threats:

• A change in the capital market that makes it difficult for start-ups to

flourish.

• A change in the legal environment that creates increased legal

liability for

Outsourced HR companies.

• A national HR firm that enters the niche market(financial sector).

 Conclusion & Suggestions
Conclusion:

• A firsthand experience towards consulting business.

• Seen a true start up experience.

• Things are fun when you love what you do.

• A more enhanced knowledge of Excel and PPT.

• Understood that Working on Excel, PowerPoint is no less a job of

Manager.

Suggestions:

• The suggestion which I would like to add will be of using Twitter also
as one of the social media tool for networking its Business in the
market.
• As per the new era of networking Twitter has surpassed Orkut,
Facebook for networking purpose, there are more twitter account
holders than on the above mentioned social media sites.
• And one new concept can be of introducing “Bulk SMS” scheme at
Solis Invicti Consultancy Pvt .Ltd. where by Solis Invicti will be in touch
with prospective clients and will be updated with new candidates and
profile information.
• And whatever information which Solis Invicti have to share with his
clients will be just a touch away.
 Bibliography

• www.solisjobs.com
• www.google.com
• www.orkut.com
• www.linkedin.com