brand awareness level of Mahindra Xylo


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Introduction
The project is undertaken to measure the brand awareness level of Mahindra Xylo in an around Coimbatore. Measuring the brand awareness level of a particular company‟s brand is of vital importance since it indicates the number of people who are aware of a particular brand in a given period of time and it also highlights the effectiveness of the different advertising or promotional tools used for the purpose.


Brand
A product has different aspects such as quality, price, functionality, design, portability etc. One of the inevitable aspects of a product is the brand. The American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”


Brand Awareness
Brand name awareness as one of four major brand assets adds value to the product or service and/or its customers. Investments in brand equity and in particular brand awareness can lead to sustainable competitive advantages and thus to long term value. Brand awareness can add value by
1. Placing the brand in the consumer's mind
2. Acting as a barrier to entry to new brands that are yet to be established.
3. Reassuring the customer of the organisation's commitment and product quality
4. And providing leverage in the distribution channels (intermediaries are customers too, and are just as suspicious as consumers are of unknown products)


Company Profile
About Mahindra

Mahindra Group is one of the largest corporate groups of India. It is a US $4.5 billion conglomerate with employee strength of over 40,000. The group has diverse business interests such as automotive, farm equipments, infrastructure, information technology, hospitality, and financial services. Mahindra Group has global presence and it is ranked amongst Forbes Top 200 list of the World's Most Reputable Companies and in the Top 10 list of Most Reputable Indian companies.


Automotive

Mahindra & Mahindra is a major automobile manufacturer of utility vehicles, passenger cars, pickups, commercial vehicles, and two wheelers. Its tractors are sold on six continents It has acquired plants in China and the United Kingdom and has three assembly plants in the USA. M&M has partnerships with international companies like Renault SA France and International Truck and Engine Corporation, USA.

Farm Equipments

M&M is one of the leading tractor brands in the world by volume. It is also the largest manufacturer of tractors in India with sustained market leadership of over 25 years. It designs, develops, manufactures, and markets tractors as well as farm implements. Mahindra Tractors (China) Co. Ltd.