Black Book PDF
Black Book PDF
IN
BY
ROLL NO 2017028
IN
BY
ROLL NO 2017028
SUBMITTED BY
ROLL NO 2017028
This is to certify that the project work titled “Market Research and Branding” is a
summer internship work carried out by Mr. Tejas Ashok Desai.
The project was completed for “My Eco Energy Pvt. Ltd.”, under the guidance of Mrs.
Ritika Vohra.
I further certify that the said work has not been submitted in the part or in full, to any
other University.
Date: 30/10/2018
_____________________ __________________________
I, Mr. Tejas Ashok Desai, student of Lala Lajpatrai Institute of Management of MMS II
(Semester III) hereby declare that I have completed the summer internship project on
Market Research and Branding with (My Eco Energy Pvt. Ltd.) in the Academic year
2017 - 2019. The information submitted is true & original to the best of my knowledge.
At the outset of this project, I would like to express my profound thanks to a few people
without whose help, completion of this project would not have been possible.
First and foremost, I would like to express sincere thanks to My Eco Energy Pvt. Ltd.
for giving me this opportunity to work with them.
The list is endless but to name a few special people, I would like to thank Mrs. Ritika
Vohra (Marketing dept.) for being extremely supportive and guiding me throughout my
internship and giving me constant motivation and expert advice.
I would also like to thank the entire HR team and the back-office team of Albans Co.
for providing me their precious time and making this internship a successful learning
experience.
I am very grateful to Dr. V.B. Angadi, Director of Lala Lajpat Rai Institute of
Management, for giving me the opportunity to do this project in My Eco Energy Pvt.
Ltd.
I would also like to thank Mrs. Ritika Vohra for being an excellent mentor and helping
me whenever I approached her.
Last but not the least; I take pride in thanking my parents Mr. Ashok Desai and Mr’s.
Rajani Desai, siblings and friends for their much-valued support.
EXECUTIVE SUMMARY
Market Research regards learning about your customer. Specifically, market research is
identifying the needs and wants of your target customer, scope business operations to
meet those needs, the manner in which to reach the customer with you offering and
broadening your product or service to include other prospective customers. Business
owners and entrepreneurs acquire information through marketing research that helps
identify and define marketing opportunities and problems; generate, refine and evaluate
marketing actions; monitor marketing performance; and improve the understanding of
marketing as a process.
Branding involves developing a compelling, positive and lasting image of your business
that creates an emotional connection with your customers. The strength of your
company’s brand could mean the difference between struggling for recognition and sales
or thriving as a dynamic, best-in-class business. In this article, we discuss several key
aspects of branding.
Internal Branding was conducted across different MEE office branches in India. Focus
was to boost the morale of employees by connecting them to the external brand and
showing them what that brand means to them and ensuring that they understand and
really live with the company.
INDEX
Chapter 1: Introduction:
Market research is the process of collecting and analyzing information about the
customers you want to reach, called your target market. This information provides you
with the business intelligence you need to make informed decisions. Market research can
help you create a business plan, launch a new product or service, fine tune your existing
products and services, expand into new markets, develop an advertising campaign, set
prices, and/or select a business location.
The two basic types of marketing research are Primary and Secondary Research
Qualitative Research deals less with hard numbers and addresses more of the
preferences among identified customer segments. This research method relies greatly on
soft data, such as conversations and customer opinions.
Secondary Research involves using data or information from third parties to make an
assessment about the characteristics of the market. Primary research involves assembling
information and resources oneself to determine the market characteristics.
The environment that your business operates in can be very dynamic. Shifts in economic
conditions, demographic changes, new regulations and changes in technology can all
affect the way you do business.
Market research can help you:
better understand the characteristics and preferences of your customers
identify opportunities to increase sales and grow your business
1
Marketing and Branding in My Eco Energy Pvt Ltd
Market research allows you to pinpoint a host of key business factors about your market.
It can help you identify:
Growth trends in your business sector
Size of your target market
Best location for your business
How your business stacks up against the competition
Factors that influence buying decisions
Degree of demand for your product or service
It also can reveal key information about your customers and prospects, including:
Their demographic profile
The types of features or special services they want
What they like and dislike about your product or service
How they use your product or service
How often they buy and how much they will pay for your product or service
Once you analyze the results of your market research, you’ll be in a better position to
create a focused business plan, develop a targeted advertising campaign, set competitive
prices, select a new business location, or take other steps to grow your company.
2
Marketing and Branding in My Eco Energy Pvt Ltd
Branding is a strategy that is used by marketers. Pickton and Broderick (2001) describe
branding as Strategy to differentiate products and companies, and to build economic
value for both the consumer and the brand owner.
A brand is an identity that includes all sorts of components; depending on the
brand e.g. Body Shop International encapsulates ethics, environmentalism and
political beliefs.
A brand is an image where the consumer perceives a brand as representing a
particular reality e.g. Stella Artois Reassuring Expensive.
A brand is a relationship where the consumer reflects upon him or herself through
the experience of consuming a product or service.
Brand occupies space in the perception of the consumer, and is what results from
the totality of what the consumer takes into consideration before making a purchase
decision
3
Marketing and Branding in My Eco Energy Pvt Ltd
4
Marketing and Branding in My Eco Energy Pvt Ltd
1. Brand Strategy
2. Brand Identity
3. Brand Tools
4. Brand Launch
5. Brand Building
The brand building process can be applied to either the development of a new brand or
the rebranding of an existing firm.
Branding has become one of the most important aspects of business strategy. Yet
it is also one of the most misunderstood. Branding is sometimes considered to be
merely an advertising function. And many managers and business writers hold the
view that branding is about the management of product image, a supplementary
task that can be isolated from the main business of product management. Branding
is a strategic point of view, not a select set of activities.
Branding is central to creating customer value, not just images.
Branding is a key tool for creating and maintaining competitive advantage.
Brands are cultures that circulate in society as conventional stories.
5
Marketing and Branding in My Eco Energy Pvt Ltd
Effective brand strategies must address the four distinct components of brand
value
Brand strategies must be “engineered” into the marketing mix.
Branding Process:
The branding process is the systematic approach used to create, communicate and
strengthen a firm’s brand. It consists of a number of sequential steps. These steps may
vary depending on who is implementing the process and the specific outcomes the firm is
trying to achieve.
For example, a design-oriented firm may focus on the design of a logo and other materials
used to communicate the brand (brand identity). A promotion-oriented firm, on the other
hand, may emphasize increasing the visibility of the brand (brand building).
Usually, the best results are achieved by taking a balanced approach that devotes
sufficient attention to each phase of the process.
6
Marketing and Branding in My Eco Energy Pvt Ltd
Not all brand-related marketing efforts require a full branding process. For example,
when a firm updates the look of its marketing materials — without changing its market
positioning — that is unlikely to require a full branding treatment. Since only the visual
aspect of the brand will be revised, the firm doesn’t necessarily need to revisit the
foundational strategy behind its brand.
The branding process can be broken into five phases. In this section we’ll explore each
phase and explore some common variations and important success factors.
7
Marketing and Branding in My Eco Energy Pvt Ltd
Behind every successful brand is a thoughtful strategy. Getting this phase right is critical
to the overall success of your brand,
Begin by considering your firm’s overall business strategy. Start by gathering your
management team to conduct a discovery session. Capture your team’s goals, market
strategies and individual perspectives. Don’t be surprised if you discover a variety of
points of view, and even fundamental disagreement. It’s common and part of the process.
This is good time to pull out your business plan, if you have one, and any other guiding
documents. Think about how your company changed since those documents were drafted
and what adjustments you might need to make to your marketing.
Now, a lot of firms stop here. That’s a mistake. There are other perspectives you need to
consider before you can formulate an effective strategy.
Next you should identify all of your key audiences. You can approach audiences in
different ways, so you will have to decide which angle makes the most sense for your
firm:
By role (what people at your clients’ companies are involved in buying your
services)
Don’t forget non-client audiences, too, if they are important to your business success.
These might include partners, influencers, referral sources and prospective employees.
Identifying your target audiences is important. Why? Because your next step is to conduct
research into them to attain an objective view into their needs, challenges and
motivations. Here are some specific issues you’ll want to cover:
8
Marketing and Branding in My Eco Energy Pvt Ltd
Their priorities
Comparing the input you receive from clients and prospects against internal perceptions
often exposes wide gaps — gaps you will need to close to build stronger bridges to your
audiences.
With this body of data you can begin identifying differentiators — characteristics that
distinguish your firm from similar competitors. Most firms can uncover 2 to 5 true
differentiators. Your differentiators must meet three criteria:
1. It must be true
3. It must be provable
9
Marketing and Branding in My Eco Energy Pvt Ltd
Be careful that you select actual differentiators, however. It’s easy to fall into a trap and
choose characteristics that simply describe what you do rather than set you apart. And it’s
just as easy to choose characteristics that are so common in the marketplace that they
have little power. Examples include: “we have the best people,” “we have a proprietary
process,” and “we offer the best client service.” While these could be real differentiators,
you will need to present a great deal of evidence to convince a jaded marketplace.
At Newco, we help retail franchise owners grow their businesses faster and more
effectively. How? We combine the expertise and reliability of a CPA firm with
automated, real-time reporting — all tailored to the franchise business model. Our
experience and technology give clients strategic insight beyond their finances, giving
franchisors the tools they need to achieve higher profits and greater growth. When you’re
looking to expand your operations or increase the profitability of your retail chain, Newco
gives franchisors the power to feed their bottom line.
Notice how it describes the firm’s unique characteristics (specializing in franchise owners
and offering automated, real-time reporting) and expresses these as tangible benefit to
their clients (higher profits, greater growth).
At this point, you may want to take the next logical step and apply your differentiators
and positioning to each of your audiences. For instance, you may need to say different
things to different industries. Or a CEO may need to hear one set of messages, while an
10
Marketing and Branding in My Eco Energy Pvt Ltd
A good way to approach your messaging architecture is to break out each audience and
develop a list of messages each may need to hear during the sales process. These lists
may include some or all of your differentiators, as well as more commonplace messages
— the basic things an audience needs to hear to be reassured that your firm delivers the
services and experience they want.
You may find during this exercise that several of your audiences don’t require different
messages. In this situation, to keep things simple, you can simply group those audiences
together.
You can take these messages to another level of sophistication by developing a set of
objections for each audience, then drafting responses to each, drawing on your audience
messages for inspiration. Whenever possible, support your points with specific examples
or evidence. By supplying proof, your arguments become more persuasive.
At the end of the process, you will have a document your business development team can
use to overcome common objections in the marketplace. And your marketing team can
mine it for talking points on your website or in marketing collateral.
As professional services brands evolve they sometimes produce new business divisions,
spin offs, stand-alone products or sister brands that may or may not have an obvious
connection to the parent brand. If this applies to you, you should take time during the
branding process to clearly establish the hierarchy and relationship between these brands.
It helps buyers and clients make sense of your business and varied offerings — any time
you can eliminate confusion, it makes the buying process easier. This discipline is
called brand architecture.
11
Marketing and Branding in My Eco Energy Pvt Ltd
In this phase, you turn your brand into something tangible. Your brand identity includes
many of the most visible elements of a brand, including:
Your name
Your logo
Tagline
Color palette
Imagery
Business cards
Stationery suite
Business collateral
As part of a branding process, you are likely to develop (or in the case of a rebranding
program, refresh) some or all of these elements. Your brand identity is an opportunity to
take the spirit of your positioning and turn it into something that people can see and
experience — including a distinctive personality and voice. It is a chance to add a point of
differentiation to your brand and set your firm apart visually from your competitors.
Unfortunately, most firms are content to play it safe and embrace what’s familiar. That’s
why the color blue (especially dark blue) is so prevalent in every industry. That’s why
you see cookie-cutter imagery on so many websites. And that’s one reason most
professional services brands are so forgettable. Your brand identity is a rare opportunity
to make a bold statement and pop out from a bland, homogenous crowd. For those firms
with the courage to stand out, their brand identity can make a real difference.
12
Marketing and Branding in My Eco Energy Pvt Ltd
Keeping a brand identity intact and consistent over time can be challenging. To combat
these problems, many firms create brand style guidelines that define how the brand is
put together and explain what’s allowed and what isn’t. These guidelines can be
comprehensive — dictating how the brand is applied in every situation — or they can be
kept simple, with room for variety and exploration.
In the same vein, some firms develop a separate set of guidelines that describe their
“voice” — the way the words they use express a personality or attitude. Firms use brand
voice guidelines to ensure that their written materials read as if they came from the same
person. They might, for instance, recommend against using overly technical language.
These guidelines might also discuss sentence structure, as well as what type of vocabulary
a writer should use. Is humour allowed? If so, voice guidelines should describe when and
how.
Some firms go even further and produce detailed usage guidelines for writers that
address subjective points of grammar, spelling, punctuation and more.
Before you dive into your brand identity you would do well to write up a creative
brief that spells out some of your assumptions and preferences. If your brand was
intended to express personality, for example, try to describe what that means. How do
convey your brand in color, imagery, typography?
You should develop the creative brief only after discussing your brand identity internally.
It should represent a consensus view. If you are working with an agency, they may lead
the discussion and develop the brief for you.
The creative brief should address each piece of your brand identity (alternatively, you can
develop a separate brief for each). If you are developing a new name, for example, the
brief should capture your firm’s expectations and any parameters that the naming team
needs to know to avoid taking wrong turns and wandering into blind alleys.
13
Marketing and Branding in My Eco Energy Pvt Ltd
These are the tools you will need to promote your new brand. Building on your brand
strategy, these tools equip you to increase the visibility of your brand and expertise.
Exactly which tools you need will depend on how you plan to promote the visibility of
your brand. At the very least, you’ll want to pay attention to these two categories of tools:
Your Website
Whether you build a new website from scratch or retrofit your existing site to be more
engaging, you’ll want to make sure it reflects your new brand positioning and
communicates the right messages to each of your target audiences. Of course, it should
reflect your new brand identity, too. In fact, you should put a great deal of thought and
care into your website. It is the most visible and important component of your brand and
marketing program.
One of the most important ways to leverage your new brand is to apply all that shiny new
positioning and messaging to your business development toolkit. What’s a business
development toolkit? It’s a collection of tools you use to describe your firm and put your
strategy into play. Here are just a few examples:
Service descriptions
Signage
Tradeshow booth
14
Marketing and Branding in My Eco Energy Pvt Ltd
How you introduce your new brand can affect the overall success of your branding
initiative — and that’s especially true in the professional services. Actually, you should
think of it as two introductions: one for your internal team and another for the outside
world. They are two very different audiences that require different treatments.
If you don’t take the time to explain your new brand to your team, you’ll be lost from the
start. When professionals are left out of the process and have not visibility into how or
why decisions were made about the brand they get confused and can turn cynical. It is
easy to criticize something you don’t understand.
We recommend that you introduce a program to educate your staff in advance of the
external launch. Explain the rationale for the change, and support it with a few research
highlights to demonstrate that the branding process was grounded in objective reasoning.
Here are a few topics you might want to cover:
How the process worked (to show how much thought went into it)
Why the new brand works (and why the process wasn’t an internal popularity
contest)
There are many, many ways to roll out an internal brand. You can have a simple all-hands
meeting or an elaborate celebration. It can be a single event, or a series of training
sessions. It can be in one location or distributed over multiple offices. You will need to
decide what makes sense for your organization and culture. But don’t skip it. Your team
needs to understand what your new brand means, how it repositions your firm and where
it opens up new possibilities. A successful internal brand launch also generates critical
support for and excitement around your new brand.
15
Marketing and Branding in My Eco Energy Pvt Ltd
It may surprise you, but the external rollout is less important than building internal
consensus around your brand. The biggest value of the external launch is its potential to
generate concentrated attention—even if it’s short lived.
You can approach an external launch in one of two ways: 1) announce your new brand
with a big bang, with press releases, a big reveal and maybe even a brand launch video.
Launch balloons, if you like. Or 2) you can roll out your brand slowly with little or no
fanfare. In this scenario, pieces of your brand may be developed over a period of weeks or
months, and over time your brand identity takes shape.
Which approach you choose is up to you. The former has more PR potential, but it
requires building out much of your brand up front. The latter may feel anticlimactic, but it
gives you the freedom to develop your brand in a lower-pressure, more organic way.
However you launch your brand, it gives your business development team a reason to talk
with clients and referral sources about your firm — how you are changing and how your
firm is addressing the needs of the marketplace.
16
Marketing and Branding in My Eco Energy Pvt Ltd
Your new brand is only the beginning. You still have to convert that brand into market
value. Many firms make the mistake of putting all their effort into an elaborate brand
launch when that money would be better spent on a long-term brand building program.
But this takes a strategy all its own.
The core objective of this strategy should be to make your firm’s expertise more visible.
For the most part, this can be accomplished through a combination of public speaking,
writing and networking. (According to our research, firms that have the best results apply
a mix of digital and traditional techniques.)
So what do you write and speak about? You will want to focus on issues that matter to
your audience. Demonstrate your expertise by explaining how to overcome key
challenges. Educate them. Show them that your firm is not only knowledgeable, but can
make complicated subjects easy to understand. That’s a mark of true expertise.
This strategy will require sustained effort over time. As a result, you’ll want to turn it into
a formal plan, with a detailed calendar, assignments and specific goals. It’s even possible
to measure many aspects of your strategy. That way you can measure the impact of your
approach and make adjustments along the way.
That said, your brand must remain constant. Make sure that the way in which you
promote it doesn’t interfere with its message.
17
Marketing and Branding in My Eco Energy Pvt Ltd
A well-received product will result in strong growth, and these types of marketing
strategies will get you there.
A well-established company will often use the weight of its own name brand to extend to
its products. Most often, a company with large name brand recognition can be recognized
by its logo, slogan, or colors. Companies such as Coca-Cola, Starbucks, Apple, and
Mercedez-Benz are all iconic while featuring multiple subsidiary products featured under
the company name.
2. Individual Branding
Sometimes a larger company may produce products that carry their own weight
independent of the parent company. This strategy involves establishing the brand as a
unique identity that is easily recognizable. General Mills, for example, distributes
Cheerios, Chex, Cinnamon Toast Crunch, Kix, Total, Trix, and more—and that’s just the
cereal division. The company also distributes other major brands from every food group.
3. Attitude Branding
Ambiguous marketing can often go above the actual product itself in the case of attitude
branding. These brands all use strategies that bring to life personality and a customized
experience with products and services. NCAA, Nike, and the New York Yankees
made Forbes list of “The World’s Most Valuable Sports Brands 2015,” and are
automatically associated with a certain style. Other brands, such as Apple and Ed Hardy,
also reflect a customer’s self-expression.
18
Marketing and Branding in My Eco Energy Pvt Ltd
4. “No-brand” Branding
A minimalist approach can speak volumes. No-brand products are often simple and
generic in design. The most successful company to establish this marketing method is the
Japanese company, Muji, which simply translates to “no label.”
5. Brand Extension
Brand extension occurs when one of your flagship brands ventures into a new market.
Say you have a shoe company that is now making jackets, athletic wear, and fragrances.
The brand name carries its own identity to your product mix.
6. Private Labels
7. Crowd sourcing
These brands are outsourced to the public for brand creation, which allows customers the
chance to be involved in the naming process, and effectively drives up personal interest in
a product.
19
Marketing and Branding in My Eco Energy Pvt Ltd
Above the Line advertising (often referred as Above the Line promotion/ Above the Line
marketing/ ATL marketing/ ATL advertising) consist of advertising activities that
are largely non-targeted and have a wide reach. ATL communication is done to build the
brand and inform the customers about the product. Conversions are given less importance
in above the line advertising. Above the line marketing includes mass marketing
strategies which are largely untargeted and are focused on building the brand. By
‘untargeted’ I mean that the communication isn’t directed towards a specific group. The
mediums convey the message to everyone who has an access to them.
Television
An average Indian watches 4.3 hours of TV in a day. It’s the similar case with the rest of
the world. TV advertisements have a reach from local, to national, and international
audience depending on the TV channel and the contract between the parties. TV
advertisements have a better connection with the users as moving images with audio are
preferred over still images or audio alone.
20
Marketing and Branding in My Eco Energy Pvt Ltd
Radio
Radio is a perfect option for marketers to fulfill all the frequency and creative demands of
an advertisement. Radio to have a local, national, and international reach just like TVs.
Local, regional and national print media have a wider reach than any of the other
mediums. Newspapers have fixed ad-slots that are used by the marketers to inform
customers / prospective customers about the brand or offers.
Wider Reach
The mediums like TV and radio use audio-visuals which have a better connect with the
audience.
Brand Building
Media advertising is a crucial tool in defining and realizing brand identity. A brand is
built by the customers. The role of marketers in brand building is to reach as many
prospective customers as they can and communicate to them about the brand and its
benefits creatively. Above the line marketing, hence, plays an integral role when it comes
to brand building.
21
Marketing and Branding in My Eco Energy Pvt Ltd
Below-the-line advertising (often referred as Below the Line promotion/ Below the Line
marketing / BTL marketing / BTL advertising) consists of very specific, memorable and
direct advertising activities focused on targeted groups of consumers. Often known as
direct marketing strategies, below the line strategies focus more on conversions than on
building the brand.
To make it simpler –
Below the line marketing include direct marketing strategies directed to specific target
groups and focused on conversions rather than building the brand.
Outdoor Advertising
Outdoor advertising is usually done in public places and are constantly on display, have a
greater (and more targeted) reach depending on the locations. They include Flags,
Banners, Wraps, Billboards, etc.
One of the most personal strategies used by marketers, direct mails (e-mails, text
messages, etc.) are tailor-made messages about the brand or different offers
drafted according to the needs of each customer. Hence this BTL strategy could result in
more conversions if planned properly.
Sponsorship
22
Marketing and Branding in My Eco Energy Pvt Ltd
Brand Activation
Brand Activation is the art of driving consumer action through brand interaction and
experiences. The key aim of these campaigns is to get consumers to act and to bring
brands to life via experiences and forming long-term emotional connections.
In Store Marketing
Marketing activities done within the retail store are called In-store marketing activities.
These below the line activities make use of various point of sales to get the most return
out of the investments.
Extremely Targeted
Conversions are better when the communication is done according to the customer wants.
Since BTL marketing strategies are extremely targeted, results are better in terms of
conversions.
23
Marketing and Branding in My Eco Energy Pvt Ltd
Better ROI
Below the line promotional efforts are focused on the specific target group, have a better
reach, can be easily executed, tracked, and controlled. Hence BTL strategies provide a
better ROI and MROI in terms of conversion.
Easy Control
The return from these activities can be easily tracked and monitored and steps can be
taken to improve ROI.
Tailor-Made
Below the line advertising strategies are designed according to the needs of a specific
target group and hence can be molded differently for different customer groups.
Through the Line advertising (often referred as Through the Line promotion/ Through the
Line marketing / TTL marketing / TTL advertising) involves the use of both ATL & BTL
marketing strategies. The recent consumer trend in the market requires integration of both
ATL & BTL strategies for better results.
360° Marketing
Marketing strategies can be planned and carried out with an integrated approach of using
both ATL & BTL advertising mediums to get the maximum advantage. Most of the
marketing campaigns today are TTL campaigns.
Digital Marketing
It is possible to carry out a digital marketing strategy which offers above the line
marketing benefits while acting as a below the line communication to the customer.
24
Marketing and Branding in My Eco Energy Pvt Ltd
My Eco Energy is constantly creating renewable fuel solutions and green energy
innovations to create a happier, clearer, brighter India. The company is dedicated to the
mission of sustainable development to deliver a powerful green fuel experience across the
country.
My Eco Energy's flagship brand 'Indizel' is one of the world's most advanced fuels and a
true alternative to diesel. Indizel, allows MEE to offer an ultra-premium, low-emission
fuel which is compatible with all diesel engines. Indizel is recognised as a drop-in fuel as
per National Policy on Biofuels, 2018 and is manufactured, processed and tested at MEE
manufacturing plant in Gujarat, India.
MEE is driven by six underlying values that guide its actions as individuals and as a
corporation:
Integrity
People
Performance
Value Creation
Social Responsibility
Maveric Spirit
25
Marketing and Branding in My Eco Energy Pvt Ltd
Product: Indizel
Highlights:
A superior Performer:
Indizel gives you a far superior performance when compared to the regular diesel
available in the market. Indizel gives a better pick-up, a quicker ignition, increased power
and torque and a better mileage, way-surpassing even the premium diesels on the road.
Indizel qualifies as a 2nd generation advanced Drop-In bio-fuel as per National Policy on
Biofuels, 2018 of Government of India, and can be used in any proportions without any
blending compulsion on any & all diesel engines without any engine modification.
26
Marketing and Branding in My Eco Energy Pvt Ltd
Economical
Better combustion resulting in Higher Mileage & Lower Emissions, Higher
Lubricity resulting in Lower maintenance costs & enhanced engine life
Engine Friendly
Lesser corrosion and better stability. No engine modification required, can be used
in any proportions & reverse compatible
Nature +
Renewable, lowers harmful tail pipe emissions by 80+%
Economic Benefits
12% GST set off for GST registered customers
27
Marketing and Branding in My Eco Energy Pvt Ltd
Fuelling process has not seen any major innovations in past few decades. Most fuel stations are
manually operated and human controlled, leaving a huge scope for discrepancies in quantity,
quality and overall user experience:
MEE fuel stations provide a fully automated fuelling experience and hence delight the customer
in every possible way.
End-to-end automation:
Every drop filled & accounted for, complete automation from refinery to the fuel tank.
Quantity assurance:
No need to see '0' before fuelling. User controls the fuelling through MEE Wallet App.
Quality assurance:
Since the entire process is automated, any attempt in adulteration is tracked and alerted
immediately
28
Marketing and Branding in My Eco Energy Pvt Ltd
Personalised service:
Priority Services which is unique, because of CIS (Customer Identification System) and
Automation.
Rewards users as per their consumption, provides priority to high volume users.
Multiple amenities for customer convenience.
User control
User can track the billing and usage on the phone, eradicating the filler – driver
syndicate.
29
Marketing and Branding in My Eco Energy Pvt Ltd
AOD:
Available On Demand (AOD), a solution from My Eco Energy, installs an indizel dispensing
outlet right at the premise of any user who needs a constant fuel supply for their own
consumption. With the on-premise delivery of fuel, AOD saves the time and money spent in
travelling to diesel pumps, and also gives full fuel control and accountability to the user
Benefits of AOD:
30
Marketing and Branding in My Eco Energy Pvt Ltd
MEE Wallet:
A convenient, easy and secure payment method for fuelling at MEE Fuel stations.MEE
Wallet is a cashless transaction system through which you can
Fuel at any MEE Fuel station across India with MEE Wallet.
Have a complete control on your fuel, because the fuel pump's nozzle will start
fuelling only after you input your desired fuel quantity and pay for the same (through
MEE Wallet).
• Customer identification
31
Marketing and Branding in My Eco Energy Pvt Ltd
32
Marketing and Branding in My Eco Energy Pvt Ltd
1. Primary Research:
During Internship I had conduct Primary Research to find out the insights of Indizel
product by interviewing colleagues and gathering additional information from them.
Ans) If Indizel acquires even 10% market share of the diesel industry, it would save many
thousand crores of oil import bill. Reduce the pressure on exchequer in the long run.
Reduce the outflow of foreign currency reserves, overall strengthening the economy.
Ans) Indizel reduces tail pipe emissions by 80%. Requires no infrastructure or engine
upgradation. Uses renewable resources with negligible carbon footprint.
Ans) Indizel would be retailed through MEE bio fuel stations strategically located on
prominent highways and urban roads.
33
Marketing and Branding in My Eco Energy Pvt Ltd
Ans) Huge Pollutant with high Sulphur, Hydrocarbon and NOx emissions. Ignition
problems in cold temperatures. High Running & Maintenance costs. Non- Renewable.
Regular Break downs resulting in loss of man hours. Effects engine life due to low
lubrication.
Ans) Indizel is an ultra-premium renewable fuel that conforms to world’s most stringent
fuel quality standards set by engine manufacturers like EN 590 (European), BS VI
(Indian), World Wide Fuel Charter (WWFC) Category 4 diesel standards and complies to
Euro 6 emission norms.
Ans) Rampant Cheating – Have to check zero every time, Inferior Quality, Meter
Tampering, Bill preservation issues, General customer treatment , No Loyalty Benefits ,
Zero Personalization , No Tax benefits
34
Marketing and Branding in My Eco Energy Pvt Ltd
During Internship I conducted Secondary Research to find out the insights about Oil &
Gas Brands competitors by comparing their online presence and campaign on different
social media platforms and offline activities carried out by them by making a detailed
presentation on it for internal purpose.
Shell
35
Marketing and Branding in My Eco Energy Pvt Ltd
Essar
BPCL
36
Marketing and Branding in My Eco Energy Pvt Ltd
37
Marketing and Branding in My Eco Energy Pvt Ltd
38
Marketing and Branding in My Eco Energy Pvt Ltd
39
Marketing and Branding in My Eco Energy Pvt Ltd
Shell Campaign:
Shell is committed to helping women reach senior roles in engineering and technology.
We aim to #makethefuture by closing the gender gap.
• Women account for 20% of engineering graduates, yet only 11% of the
engineering workforce.
• Shell has long supported and been committed to nurturing female talent. Yet
external research suggests that women can often be pushed out of engineering and
technology by stereotypes, biases and micro-inequities.
40
Marketing and Branding in My Eco Energy Pvt Ltd
Shell is the first major integrated oil and Gas Company to announce a global
minimum standard of 16 weeks paid maternity leave
41
Marketing and Branding in My Eco Energy Pvt Ltd
Shell is the only oil and gas company in the Times Top 50 Employers For Women
for the fourth year running.
Shell in India have received the prestigious external award from Avtar as Top 10
Best Employers for Women
Shell has joined forces with the Royal Academy of Engineering to inspire the next
generation of engineers. In 2018, we will endeavour to encourage people to look
more closely at engineering, challenge associated stereotypes and showcase how
rewarding and fulfilling careers in this field can be.
42
Marketing and Branding in My Eco Energy Pvt Ltd
#UjjwalaDiwas observed on 20th April was a historical day in the LPG story of India
with 10.93 lakh LPG connections released across 16000 #LPGPanchayats conducted
across the country. A major leap towards fulfilling Hon. PM’s vision of #NewIndia with
clean cooking fuel for all.
• Women Empowerment
• Better Health
43
Marketing and Branding in My Eco Energy Pvt Ltd
• Support of Rs 1600 per connection will be given to each BPL family who opt for
LPG connection.
• Identification of the BPL families will be done through Socio Economic Caste
Census Data.
• 8000 Cr. has been allocated towards the implementation of this scheme.
• Launch of this scheme will provide boost to the ‘Make in India’ campaign as all
the manufacturers of cylinders, gas stoves, regulators, and gas hose are domestic
producers.
44
Marketing and Branding in My Eco Energy Pvt Ltd
Essar Campaign:
#WorldWaterDay 2018 celebrates the role of nature in preservation of water with the
theme #NatureforWater
45
Marketing and Branding in My Eco Energy Pvt Ltd
The Essar Foundation recognizes the key role traditional knowledge plays
when it comes to environmental sustainability in tribal and rural areas.
Although tribal communities may not have access to modern technology, they
have still managed to maintain the ecological balance of their activities. The
Foundation’s activities support these communities in maintaining and
preserving their natural surrounds by promoting better waste management
and preventing environmental degradation through sustainable living.
46
Marketing and Branding in My Eco Energy Pvt Ltd
MEE Campaign:
Shift to Indizel, India’s first ultra-premium fuel that conforms to the world’s most
stringent fuel quality standards like EN 590, BS VI, WWFC and Euro 6 emissions norms.
With air pollution increasing every year, necessary steps need to be taken to curb the
pollution. Take the first step by fuelling up your diesel vehicles with Indizel. With 80%
lower tail pipe emissions, Indizel is the perfect fuel for your car as well as the
environment!
47
Marketing and Branding in My Eco Energy Pvt Ltd
48
Marketing and Branding in My Eco Energy Pvt Ltd
49
Marketing and Branding in My Eco Energy Pvt Ltd
3. Biofuel Product:
During Internship I had conducted Secondary Research to find out the insight about the
Biofuel product and study of different brand who uses Biofuel as a by-product and
statistics on biofuel production in different countries by making detailed presentation on it
for internal purpose.
Introduction:
• Bio fuel is the fuel which is produced from organic products and wastes.
50
Marketing and Branding in My Eco Energy Pvt Ltd
Composition:
• Biobutanol:
• Biodiesel:
Derived from vegetable oils and animal fats, biodiesel molecules are esters of long-chain
fatty acids containing single chains of 12 to 24 carbon atoms. The esters contain an
alcohol and a carboxylic acid. Biodiesel burns cleaner than traditional diesel, producing
less sulphur and fewer particulates. Biodiesel delivers slightly less energy than petroleum-
based diesel, however, and is more corrosive to engine parts.
• Ethanol:
Derived from corn, sugar beets and sugar cane, other sources for ethanol production such
as corn Stover and switch grass are under development. It contains carbon, hydrogen and
a hydroxide group. Any vehicle sold in the United States can run on E10, a blend of 10
percent ethanol and 90 percent unleaded gasoline. Providing about 50 percent of the
energy of gasoline, combustion of ethanol is cleaner and produces less carbon monoxide
but produces more smog.
• Methanol:
The simplest of alcohols, methanol can be derived from any plant material as well as
landfill gas, power plant emissions and atmospheric carbon dioxide. The basic
composition of methanol consists of carbon, hydrogen and hydroxide. The chemical
formula for the ethanol molecule is CH3OH. Methanol combustion produces a lower
volume of toxins than gasoline, fewer particulates and less smog. Methanol is less
expensive than gasoline or ethanol, and the cost of modifying a vehicle to run on blends
of methanol is low.
51
Marketing and Branding in My Eco Energy Pvt Ltd
Biofuel Feedstock:
52
Marketing and Branding in My Eco Energy Pvt Ltd
53
Marketing and Branding in My Eco Energy Pvt Ltd
1. Neste
54
Marketing and Branding in My Eco Energy Pvt Ltd
Details:
• It produces, refines and markets oil products and provides engineering services, as
well as licensing production technologies.
• It has petroleum refineries, at Porvoo and Naantali in Finland, and two renewable
diesel refineries, in Singapore and in Rotterdam, Netherlands. The Porvoo site
also produces renewable diesel.
• Neste elected to locate its next bio-refinery in Singapore, seven years after
opening its first biofuel site in the country, to increase its capacity for renewable
diesel, aviation fuel and raw materials for various biochemical uses.
55
Marketing and Branding in My Eco Energy Pvt Ltd
2. Enerkem
56
Marketing and Branding in My Eco Energy Pvt Ltd
Details:
• Enerkem develops renewable bio fuels and chemicals from non-recyclable waste
and residues instead of petroleum and natural gas.
• Enerkem makes the top 3 of the 50 hottest companies in the advanced bio
economy, the company’s highest-ever ranking.
• The company also won at the 2018 Bio-Based World News Awards in the “Best
use of alternative feedstock’s” category.
57
Marketing and Branding in My Eco Energy Pvt Ltd
3. Petrosun
Details:
• It is an energy company specializing in oil and gas exploration and algae fuel.
• Organic matter is burnt in a kiln with limited oxygen. This produces carbon
dioxide, hydrogen and charcoal. The carbon dioxide is used as a feedstock to grow
algae for biofuel while the hydrogen is burnt to generate electricity.
58
Marketing and Branding in My Eco Energy Pvt Ltd
4. Gevo
Details:
• It produce renewable fuel for cars, airplanes, trucks, small engines, boats, and
ships.
• Gevo’s technologies provide the leading edge of renewable low carbon jet fuels.
• On Fly Green Day, Eight Airlines Fly with Gevo’s renewable Jet Fuel from
Chicago O’Hare.
• Gulf Marine Fuel Blended with Isobutanol from Gevo Inc. is Suitable and Safe for
Racing Boats and Recreational Marine Engines.
59
Marketing and Branding in My Eco Energy Pvt Ltd
Gevo’s technologies provide the leading edge of renewable low carbon jet fuels. We
are one of the few non-fossil based alternative jet fuels available for commercial use.
RENEWABLE GASOLINE
60
Marketing and Branding in My Eco Energy Pvt Ltd
ISOBUTANOL BLENDSTOCKS
The ethanol free gasoline niche is huge market for classic and performance cars, boats,
small engines are estimated to be 7 billion gallons. A potential billion dollar niche.
If you care about malnutrition, you care about protein in the food chain. For every gallon
of Gevo fuel produced, we expect to generate up to 5 kilos of animal feed and protein.
61
Marketing and Branding in My Eco Energy Pvt Ltd
Statistics:
Year 2017
U.S 6
Brazil 4.3
Germany 3.5
Argenti… 3.3
Indone… 2.5
France 2.3
Thailand 1.4
Spain 1.3
Poland 1
Colom… 0.6
Canada 0.5
Nether… 0.4
India 0.2
0 1 2 3 4 5 6 7 8 9 10
Biodiesel production in billion litres
62
Marketing and Branding in My Eco Energy Pvt Ltd
The plane used a biofuel blend of Babassu oil extracted from the nuts of babassu tree
and coconut oil.
Both products are more commonly found in cosmetics- lip balm and shaving cream
63
Marketing and Branding in My Eco Energy Pvt Ltd
On 15th December 2015 McDonald’s UAE and Neutral Fuels LLC have reached a
significant milestone in their proposed partnership when the McDonald’s fleet logistics
trucks have hit 5,000,000km running on 100 per cent Biodiesel from recycled vegetable
oil from its outlets. Four years after the launch of the initiative, the McDonald’s UAE
trucks travelled 5,000,000kms, almost 125 times around the world, driven on Biodiesel.
Railway usage-In 2007 Disneyland began running the park trains on B98 Biodiesel
Blends (98% Biodiesel)
64
Marketing and Branding in My Eco Energy Pvt Ltd
• The policy categorises of bio fuels to enable extension of appropriate financial and
fiscal incentives under such category
• Basic Bio fuels: First Generation (1G) bio ethanol and biodiesel.
• Use of surplus food grains: The policy allows use of surplus food grains for
production of ethanol for blending with petrol of National Biofuel Coordination
Committee. This will ensure farmers get appropriate price for their produce
during the surplus production phase
65
Marketing and Branding in My Eco Energy Pvt Ltd
• Reduce Import Dependency: The ethanol supply will help to reduce import
dependency on crude oil which will in turn result in saving of forex.
• Cleaner Environment: The use of ethanol will reduce CO2 emissions. It will
also reduce Green House Gas emissions by reducing crop burning and conversion
of agricultural residues and wastes into bio fuels.
• Health benefits: Prolonged reuse of cooking oil for preparing food, particularly in
deep frying cause’s health hazard and can lead to many diseases. By using
cooking oil as a potential feedstock for biodiesel will prevent diversion of used
cooking oil in the food industry.
66
Marketing and Branding in My Eco Energy Pvt Ltd
Moreover, conversion of surplus grains and agricultural biomass can also help in price
stabilization for farmers.
Advantages of Biofuel:
o Cost Benefit
o Easy To Source
o Renewable
DisAdvantages of Biofuels:
67
Marketing and Branding in My Eco Energy Pvt Ltd
Internal branding is the process of building a brand from the inside out. When branding
strategies are focused exclusively on marketing to customers, a brand's identity is likely to
feel inauthentic and forced. Internal branding is the practice of aligning what you say and
what you do. The following are common types of internal branding.
Brand Strategy
Involving employees in branding. For example, ask all teams or individual contributors to
submit a short statement of what the brand means to them.
Communication
Get insiders talking about the brand. Communicate brand initiatives to employees and
encourage them to share it openly.
Corporate Culture
Work to align your norms, rituals, expectations and habits to your brand.
Training
Training that goes beyond the technical details of how to do a job. Explain why work is
important and how practices connect to your identity and values as a firm.
Customer Experience
Design and deliver experiences that live up to your brand in areas such as customer
service, communications, websites, tools, products, services and environment
68
Marketing and Branding in My Eco Energy Pvt Ltd
Quality
Quality control and the design of quality products beginning with product development.
Operations
Recruiting
Recruiting people who match your culture and brand. If your brand claims to be obsessed
with sports, hire people who are obsessed with sports.
Performance Management
Performance management that reflects your brand. If your brand is about diligent and
friendly customer service, this would be reflected as goals for any employees who meet
customers.
69
Marketing and Branding in My Eco Energy Pvt Ltd
70
Marketing and Branding in My Eco Energy Pvt Ltd
71
Marketing and Branding in My Eco Energy Pvt Ltd
72
Marketing and Branding in My Eco Energy Pvt Ltd
73
Marketing and Branding in My Eco Energy Pvt Ltd
Chapter 7: Conclusion
While building a service brand, firms should focus on building both the internal
and external brand by instilling in employees a strong attachment to the brand
along with developing a strong customer base. This can be done by strengthening
the brand‘s relationship with the customers and ensuring customer loyalty.
Employee satisfaction and customer satisfaction are the antecedents for a strong
internal and external brand respectively.
Theoretical framework for service branding proposed that banking service brand
consists of internal and external brand which is suitable for measuring the brand
strength of banking services.
Building a strong service brand ensures customer and employee satisfaction which
can be leveraged in marketing the services of the bank effectively.
74
Marketing and Branding in My Eco Energy Pvt Ltd
Chapter 8: Recommendations
75
Marketing and Branding in My Eco Energy Pvt Ltd
Chapter 9: Bibliography
https://thebusinessprofessor.com/knowledge-base/market-research-overview-2/
https://www.myecoenergy.in/
https://www.allbusiness.com/introduction-to-market-research-1286-1.html
https://www.infoentrepreneurs.org/en/introduction-to-market-research/
http://www.marketingteacher.com/introduction-to-brands/
https://www.surveygizmo.com/resources/blog/market-research-types/
https://www.feedough.com/atl-btl-ttl-marketing/
https://gevo.com/
https://hingemarketing.com/blog/story/the-branding-process-for-professional-services-
firms
76