PROJECT REPORT

MBA- 2009-10
 A
Project Report
ON

A STUDY ON BRAND AWARENESS OF YES BANK LTD IN

AURANGABAD CITY

Submitted to

Pune University

For the Partial Fulfillment of the MBA Program

Project Guide

Prof. Prashant Tambe

Submitted By

Mr.Sagar Bhadange

(2008-2010)
 MBA (Marketing)

PIRENS’Institute of Business Management and

Administration, Loni

(Affiliated to Pune University)

INDEX
Chapte Chapter Name Page No.

r No.

1 Introduction

2 Industry Profile

3 Company Profile

4 Product Profile

5 Objective of Study

6 Research Methodology

(i) Primary Data

(ii) Secondary Data

(iii) Sampling

(iv) Scope of the study

(v) Limitations of the study

7 Theoretical Background of the study

8 Data Analysis and Interpretation

9. Findings

10. Recommendations

11. Conclusion

12. Bibliography

Annexure
INTRODUCTION
 INTRODUCTION

Purpose of branding is to create a powerful and lasting emotional connection with

customers and other audiences. A brand is a set of elements or “brand assets” that in

combination create a unique, memorable, unmistakable, and valuable relationship

between an organization and its customers.

The brand is carried by a set of compelling visual, written and vocal tools to represent the

business plan and intentions of an organization. Branding is the voice and image that

represents your business plan to the outside world. What your company, products and

services stand for should all be captured in your branding strategy, and represented

consistently throughout all your brand assets and in your daily marketing activities.

The brand image that carries this emotional connection consists of the many manageable

elements of the branding system, including both the visual image assets and language

assets:

^Nomenclature structure

 Core and product brand hierarchy and relationship structure

  Product names and identities

 Brand design elements: color, shapes, proprietary elements, etc.

 Intentional visual and vocal associations

 Intentional legal and trade name and trademark relationships

 Internet domain name, URL and other web resources

Executive management sets a business course and documents the organization’s plan

through the creation and ongoing adjustments to a business plan. The means to create a

communications structure to enable this Business Plan to be articulated is through the

creation of a companion Branding Strategy.

This process of managing the brand to the business plan is important not only in “big

change situations” where brand redefinition is required, but also in the management of

routine marketing variables and tactics.

This does not have to be a “ground-up” situation where there are wholesale changes to

the business. Rather it is more common that specific changes to the business plan are

incremental and the work of the brand strategist and designer is to interpret these changes

and revise the branding strategy and resulting brand assets and define their use in the full

range of marketing variables.

INDUSTRY PROFILE
 INDUSTRY PROFILE

The evolution of the banking industry over the period has created both challenges and

opportunities for global commercial banking institutions. The challenges that confront

banking and financial services industry today are alarming. Some of the major

challenge that industry faces globally are Basel II Capital Accord Compliance,

regulatory changes, corporate governance, implementing IAS 39 (Fair Value

accounting), keeping pace with technology, maintaining a strategic focus,

globalization and consolidation. Taking care of these challenges will help the banking

industry to operate effectively and efficiently

The Global Banking Industry Insight 2006 provides a broad overview of the industry

in terms of size, segments and trends. It gives an insight into the major growth drivers,

issues and challenges faced by the industry and its impact on the performance of the

industry at large, the major and widely-used technologies used in banking industry.

The report also covers overview of the major markets including the US, Europe, the

UK, Japan and other emerging markets, and also profiles the top 10 commercial

banks. The report includes regulations, regulatory bodies and major regulatory

changes in 2005 in the major markets. It also gives an insight into the mergers and

acquisitions (M&A) scenario in terms of driving factors, trends and the top M&A

announced in 2005, critical success factors and the future outlook for the industry

Banks in India can be categorized into non-scheduled banks and scheduled banks.

Scheduled banks constitute of commercial banks and co-operative banks. There are

about 67,000 branches of Scheduled banks spread across India. During the first phase

of financial reforms, there was a nationalization of 14 major banks in 1969. This

crucial step led to a shift from Class banking to Mass banking. Since then the growth

of the banking industry in India has been a continuous process.

As far as the present scenario is concerned the banking industry is in a transition

phase. The Public Sector Banks (PSBs), which are the foundation of the Indian

Banking system account for more than 78 per cent of total banking industry assets.
On the other hand the Private Sector Banks in India are witnessing immense

progress. They are leaders in Internet banking, mobile banking, phone banking, ATMs.

On the other hand the Public Sector Banks are still facing the problem of unhappy

employees. There has been a decrease of 20 percent in the employee strength of the

private sector in the wake of the Voluntary Retirement Schemes (VRS). As far as

foreign banks are concerned they are likely to succeed in India.

Indusland Bank was the first private bank to be set up in India. IDBI, ING Vyasa

Bank, SBI Commercial and International Bank Ltd, Dhanalakshmi Bank Ltd, Karur

Vysya Bank Ltd, Bank of Rajasthan Ltd etc are some Private Sector Banks. Banks

from the Public Sector include Punjab National bank, Vijaya Bank, UCO Bank,

Oriental Bank, Allahabad Bank, Andhra Bank etc. ANZ Grindlays Bank, ABN-AMRO

Bank, American Express Bank Ltd, Citibank etc are some foreign banks operating in

India.

The growth in the Indian Banking Industry has been more qualitative than quantitative

and it is expected to remain the same in the coming years. Based on the projections

made in the "India Vision 2020" prepared by the Planning Commission and the Draft

10th Plan, the report forecasts that the pace of expansion in the balance-sheets of

banks is likely to decelerate. The total assets of all scheduled commercial banks by

end-March 2010 are estimated at Rs 40, 90,000 crores. That will comprise about 65

per cent of GDP at current market prices as compared to 67 per cent in 2002-03. Bank

assets are expected to grow at an annual composite rate of 13.4 per cent during the rest
of the decade as against the growth rate of 16.7 per cent that existed between 1994-95

and 2002-03. It is expected that there will be large additions to the capital base and

reserves on the liability side.

COMPANY PROFILE
 COMPANY PROFILE

YES BANK, India’s new age private sector Bank, is an outcome of the professional

entrepreneurship of its Founder, Rana Kapoor and his highly competent top management

team, to establish a high quality, customer centric, service driven, private Indian Bank

catering to the “Future Industries of India”. YES BANK is the only Greenfield license
awarded by the RBI in the last 14 years, associated with the finest pedigree investors.

YES BANK has fructified into a “full service” commercial Bank that has steadily built

Corporate and Institutional Banking, Financial Markets, Investment Banking, Corporate

Finance, Business and Transaction Banking, Retail and Wealth Management business

lines across the country, and is well equipped to offer a range of products and services to

corporate and retail customers.

The Bank has adopted international best practices, the highest standards of service quality

and operational excellence, with innovative state-of-the-art technology, and offers

comprehensive banking and financial solutions to all its valued customers. A key strength

and differentiating feature of YES BANK is its knowledge driven approach, which goes

beyond the traditional realm of banking, and helps adoption of a diagnostic and

prescriptive approach towards superior product structuring.

YES BANK has a vision to champion ‘Responsible Banking’ in India where the concepts

of Corporate Social Responsibility and Sustainability are embedded in the DNA of the

organization and integrated in its Business Focus. YES BANK has recently become the

first Indian Bank to become a signatory with the United Nations Environment Program

me (Financial Initiative).

Overview of Organization
 Name of Organization YES BANK Limited
Establishment Year 2003
Exchanges: BOM
Head Office BOMBAY,INDIA
Major Industry: Financial
Sub Industry: Commercial Banks
Country: INDIA
Employees: 3150
Website www.yesbank.in

Following are some strong bases on which YES BANK is really focus while delivering

their service-

 FINANCIAL TRUST

The vast banking experience of Founder, Rana Kapoor, has been strengthened by the

financial support of Rabobank Netherlands, a AAA rated private Bank, and respected

global institutional investors like Orient Global, Rabobank, Franklin Templeton, AIF

Capital, Swiss Re, Khazanah Nasional, Fidelity amongst others to provide YES BANK a

strong foundation of enduring financial trust.

 HUMAN CAPITAL

At YES BANK, we look to offer comprehensive banking and financial solutions. Which

is why, we have inducted top quality Human Capital across all our banking functions,
including Corporate & Institutional Banking, Financial Markets, Investment Banking,

Business & Transactional Banking and Retail Banking & Wealth Management

 KNOWLEDGE BANKING

Our differentiated view of banking as a knowledge-based industry has ensured that our

Bankers are also industry experts in sectors like Food & Agribusiness, Life Sciences,

Telecommunications, Media & Technology, Infrastructure, Retailing & Textiles and

Select Engineering. These Knowledge Bankers offer invaluable and in-depth insights into

these sectors, thereby helping our clients to develop great ideas and nurture them to

fruition.

 TECHNOLOGY

Technology is another key differentiator at YES BANK. Our alliances with best-of-breed

technology partners ensure proactive, on-demand support to meet our growth

requirements, as well as the continuous development of our systems infrastructure and

delivery channels.

 GROWTH

Indeed, at YES BANK, we look to partner the growth of our clients, while they gain from

leveraging our financial expertise, thereby enabling us to accomplish our mission of

“Creating and Sharing Value”.

PRODUCT PROFILE

PRODUCT PROFILE
YES BANK Provides range of products/services to its customer in Retail Banking. Some

of YES BANK products are as follows

Saving Account.

Current Account.

Smart Salary Account

Resident Foreign Currency Account

Fixed Deposits

1. Saving Account –

The YES Savings Account has been designed with the singular purpose of helping you to

grow your savings. Our innovative financial solutions, backed by expert advice, will

provide you with a truly rewarding banking experience.

Benefit from our Expert Services

Free Demand Drafts and Pay Orders

Avail of free Demand Drafts and Pay Orders (free only for online request), payable at

any of our branches, to a pre-specified limit. Our rapidly increasing network, through our

own and partner bank branches, gives you instant access to over 600 cities across India

for your payment transactions.

At-par Cheques

At YES BANK, we offer you at-par cheques that are accepted as 'local clearing' cheques

across our branches. This helps you save on the charges associated with ordering a

Demand Draft, while you continue to enjoy the benefits of a cheque.

2. Current Account –

The YES Current Account comes with an exhaustive range of benefits, designed to help

your business grow. Our cutting-edge banking technology, combined with our expert

knowledge-based financial solutions, ensure not just efficient transactions but also greater

profits for your business.

Benefit from our Expert Services

Free Demand Drafts and Pay Orders

Avail of free Demand Drafts and Pay Orders (free only for online request), payable at

any of our branches, to a pre-specified limit. Our rapidly increasing network, through our

own and partner bank branches, gives you instant access to over 600 cities across India

for your payment transactions.

At-par Cheques

At YES BANK, we offer you At-par cheques that are accepted as 'local clearing' cheques

across our branches. This helps you save on the charges associated with ordering a

Demand Draft, while you continue to enjoy the benefits of a cheque.

Technology Edge

National Electronic Funds Transfer (NEFT) and Real Time Gross Settlement

(RTGS) Payment

When you utilize our services like NEFT and RTGS, you are assured of faster and

cheaper transactions. This leads to instant savings on funds transfer charges, including

requests for Demand Drafts & Pay Orders and courier charges.

3. Smart Salary Account –

YES BANK's Smart Salary Programme is a power-packed offering that befits your

Professional organization. The Smart Salary Program brings immense efficiencies to your

organization by automating the entire salary processing cycle through flexible models,

assured and faster reconciliation, dedicated corporate help-desk and lots more.

The Smart Salary account is a zero balance Savings Account with unmatched features. To

enjoy the Smart Salary advantage for your organization

4. Fixed Deposits –
We, at YES BANK, understand your need for security and offer you flexible deposits.

Thus providing you with greater earnings, with the flexibility of maintaining your funds

in accessible units so you don't need to break the entire deposit.

Yes advantages

 Favorable interest earnings

 Withdraw your deposit in units as low as Re 1/-

 Easy funds withdrawal through our sweep-in facility

 Avail of overdrafts against your deposits at competitive rates, giving you

complete funds liquidity

 Auto Renewal, ensuring that your Fixed Deposit will be rolled over for the

existing period of the deposit, even if you forget to give instructions

 Tax Saver Deposits - (5 years tax free Fixed Deposit)

5. Life Insurance –
YES BANK is subsidiary of Max New York Life Insurance Ltd.it provides life insurance

product of Max York Life Insurance Ltd..

6. Mutual Fund –

YES BANK has tie up with Reliance Mutual Fund provides mutual fund service of

Reliance Mutual Fund.

 OBJECTIVE OF STUDY

OBJECTIVE OF STUDY

Following are the objectives of study –

1. To study the Brand Recall of Banks in Aurangabad City.
2. To find out” Top of mind” brand awareness with respect to banks.
3. To study the Brand Recognition of YES BANK in Aurangabad
4. To provide lead to base of committed customers for YES BANK.
 RESEARCH

METHODOLOGY
 RESEARCH METHODOLOGY

RESEARCH -

Research is an art of scientific investigation. According to Clifford Woody research comp

arises defining and redefining problem, formulating hypothesis or suggested solution;

collecting,organizing,and evaluating data ;making deduction and reaching conclusion;

and at last carefully testing the conclusion to determine whether they fit the formulating

hypothesis.

TYPES OF RESEARCH -

All research approaches can be classified into three general categories:

1) Exploratory Research

2) Descriptive Research

3) Casual Research

Since data collection method is from surveys, hence Descriptive type of research is used

for analysis of the data.

The study was descriptive in nature because it depicts characteristics views of respondent

& customer.. It describes the awareness, effectiveness characteristics of brand in

prospective & existing customers for the of bank.

SOURCES AND COLLECTION OF DATA -

Basically there are two types of data which are used in marketing research process.

1. PRIMARY DATA:
 Primary Data are those which are collected afresh and for the first time, & thus

happen to be original in character.

Methods used for collection of primary data

A: Questionnaires

2. SECONDARY DATA:

The data once collected by one person become the secondary data if used by another

person. It can be defined as data which have already been collected by someone else &

which have already been passed through the statistical process.

Sources of secondary data: The various sources of secondary data are as follows:

1. Books

2. Magazines.

3. Websites

The secondary data like information about company’s profile has been taken from my

guide.

SAMPLING

Sampling may be defined as the selection of some part of an aggregate or totality on the

basis of which a judgment or inference about the aggregate or totality is made.

A sample is a part of the population. The sample should be representative of the

population and the information obtained must be reliable. In any survey where reliability

is desired, the error and variance have to be controlled, measured, and interpreted.
 THE SAMPLE SIZE IS OF TOTALLY 100

 PROSPECTIVE CUSTOMER IN MARKET/RESPONDENTS – 100

Sample Size
100

Jewellery
Retail stores Industrialist Hotels
Stores
65 10 10
15

 SAMPLING TECHNIQUE: STRATIFIED RANDOM SAMPLING METHOD.

 STATISTICAL TOOL USED

The list of statistical tools used while analyzing the data is as follows:

 Tables
 Bar charts

 Pie charts

 Line graphs
 SCOPE OF STUDY

SCOPE OF STUDY

Often, especially in the industrial sector, it is just the company's name which is promoted

(leading to one of the most powerful statements of "branding"; the saying, before the

company's downgrading, "No one ever got fired for buying IBM").

In this case a very strong brand name (or company name) is made the vehicle for a range

of products (for example, Mercedes-Benz or Black & Decker) or even a range of

subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the

United States).

If we think about Banking Industry in India then in government sector SBI is ever best

brand in India. The study of branding has much scope as customer belief depend on

Brand only.
LIMITATION OF STUDY
 LIMITATIONS OF THE STUDY

Every study conducted may have certain shortcomings and unfortunately ours is also a

similar case. A few errors have crept in despite our best effort to avoid them but it is

expected that still our study and findings are very much relevant.

 Certain questions which are not properly responded by the respondents.

 Some of the respondents have not responded totally.

 The analysis done is as per the information given by the customers and doesn’t

include any personal opinions and information.

 Also, the research was done within the stipulated time i.e. two months.
THEORETICAL

BACKGROUND
 THEORETICAL BACKGROUND

"What"s a brand? A singular idea or concept that you own inside the mind of the

prospect." - Al Ries

A BRAND is a name or trademark connected with a product or producer . Brands have

become increasingly important components of culture and the economy, now being

described as "cultural accessories and personal philosophies"

Some people distinguish the psychological aspect 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.

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), which it used in the logo for

go.com.

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 characteristic (see also

brand promise). 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.

A product identity, or brand image are typically the attributes one associates with a brand,

how the brand owner wants the consumer to perceive the brand - and by extension the

branded company, organization, product or service. The brand owner will seek to bridge

the gap between the brand image and the brand identity. Effective brand names build a

connection between the brand personality as it is perceived by the target audience and the

actual product/service. The brand name should be conceptually on target with the

product/service (what the company stands for). Furthermore, the brand name should be

on target with the brand demographic. Typically, sustainable brand names are easy to
remember, transcend trends and have positive connotations. Brand identity is

fundamental to consumer recognition and symbolizes the brand's differentiation from

competitors.

Brand identity is what the owner wants to communicate to its potential consumers.

However, over time, a products brand identity may acquire (evolve), gaining new

attributes from consumer perspective but not necessarily from the marketing

communications an owner percolates to targeted consumers. Therefore, brand

associations become handy to check the consumer's perception of the brand.

The purpose of branding is to create a powerful and lasting emotional connection with

customers and other audiences. A brand is a set of elements or “brand assets” that in

combination create a unique, memorable, unmistakable, and valuable relationship

between an organization and its customers.

The brand is carried by a set of compelling visual, written and vocal tools to represent the

business plan and intentions of an organization.

Branding is the voice and image that represents your business plan to the outside world.

What your company, products and services stand for should all be captured in your

branding strategy, and represented consistently throughout all your brand assets and in

your daily marketing activities.

The brand image that carries this emotional connection consists of the many manageable

elements of the branding system, including both the visual image assets and language

assets.
  Brand Awareness

Extent to which a brand is recognized by potential customers and is correctly associated

with a particular product. Expressed usually as a percentage of target market, brand

awareness is the primary goal of advertising in the early months or years of a product's

introduction. Measuring the awareness of Brand is very important in terms of assessing

the Brand. If respondents have awareness about bank it means bank has effective brand.

Brand awareness can be measured by showing a consumer the brand and asking whether

or not they knew of it beforehand. However, in common market research practice a

variety of recognition and recall measures of brand awareness are employed all of which

test the brand name's association to a product category cue, this came about because most

market research in the 20th Century was conducted by post or telephone, actually

showing the brand to consumers usually required more expensive face-to-face interviews

(until web-based interviews became possible). This has led many textbooks to

conceptualise brand awareness simply as its measures, that is, knowledge that the brand

is a member of a particular product category, e.g. soft-drinks. Examples of such measures

include:

 Brand recall - the product category name is given to respondents who are asked to

recall as many brands as possible that are members of the category.

 Brand recognition - Either the brand name or both the brand name and category

name are presented to respondents.

 Top of mind brand awareness - as above, but only the first brand recalled is

recorded (also known as spontaneous brand recall).

 1. Brand Recall

Brand Recall is the extent to which a brand name is recalled as a member of a brand,

product or service class, as distinct from brand recognition. Common market research

usage is that pure brand recall requires "unaided recall". For example a respondent may

be asked to recall the names of any cars he may know, or any whisky brands he may

know.

Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"

measures the extent to which a brand name is remembered when the actual brand name is

prompted. An example of such a question is "Do you know of the "Honda" brand?"

In terms of brand exposure, companies want to look for high levels of unaided recall in

relation to their competitors. The first recalled brand name (often called "top of mind")

has a distinct competitive advantage in brand space, as it has the first chance of

evaluation for purchase.

2. Brand Recognition

Brand Recognition is the extent to which a brand is recognized for stated brand attributes

or communications
In some cases brand recognition is defined as aided recall - and as a subset of brand

recall. In the case, brand recognition is the extent to which a brand name is recognized

when prompted with the actual name.

A broader view of brand recognition is the extent to which a brand is recognized within a product

class for certain attributes. Logo and tagline testing can be seen as a form of brand recognition

testing. For example, if a product name can be associated with a certain tagline, logo or attribute

(safety and Volvo; "Just do it" - Nike) a certain level of brand recognition is present.

DATA ANALYSIS
AND
INTERPRETATION
 BRAND AWARENESS IN
PROSPECTIVE CUSTOMER
 BRAND RECALL

Q.1 WHEN YOU THINK OF A PRIVATE BANK IN AURANGABAD CITY WHICH BANK COMES TO
YOUR MIND?

Sr PARAMETER NO OF PERCENTAGE%
No RESPONDENT
1. ICICI BANK 38 38%
2. HDFC 21 21%
3. IDBI BANK 19 19%
4. YES BANK 15 15%
5. OTHER 07 07%
TOTAL 100 100
  GRAPH NO.
1

INTERPRETATION –

From the above pie chart it can be observed that mostly ICICI BANK comes in
the mind of respondents (38%) when they think about private bank in Aurangabad
City correspondingly YES BANK comes in the mind of only 15% of respondents.

Q. 2 HOW FAMILIAR ARE YOU WITH YES BANK?

 Sr PARAMETER NO OF PERCENTAGE%
No RESPONDENT
1. I have heard about it 28 28%
2. I heard of it few times 35 35%
3. I heard of it frequently 15 15%
4. I never heard of it 22 22%
TOTAL 100 100%





 GRAPH NO. 2

(Source: Survey)

INTERPRETATION -

From Above Graph it is found that 28% of Respondent primarily knows about
YES BANK, 35% of respondent heard name of YES BANK few times &
 respectively 15 % of respondent frequently heard about YES BANK. It is also
shown by the graph that 22% of respondent don’t know about YES BANK out of
total 100 respondents. It means that nearly 78% of respondent have an idea about
YES BANK or we can say they are familiar about YES BANK. (78% of
Familiarity)

BRAND RECOGNITION

Q.3 WHAT DO YOU THINK THAT YES BANK FOCUS ON WHICH OF THE FOLLOWING ?

Sr.No PARAMETER NO OF
RESPONDENT PERCENTAGE%
1. Mass Banking 21 21%
2. Class Banking 52 52%
3. Don’t Know 27 27%
TOTAL 100 100%

 GRAPH NO. 3

(Source: Survey)
INTERPRETATION –

The above diagram shows that

21% of respondents think that YES BANK focus on Mass Banking
52% of respondents think that YES BANK is focus on Class Banking
27% of respondents don’t have idea about it.
It means that 52% of respondent out of 100% are true as YES BANK is focusing
on Class Banking.
(52% Knows that YES BANK focus on Class Banking)

Q.4 DO YOU KNOW ABOUT YES BANK BRAND LOGO?

Sr.No PARAMETER NO OF
RESPONDENT PERCENTAGE%
1. YES 56 56%
2. NO 46 46%
TOTAL 100 100%

 GRAPH NO. 4
 (Source: Survey)

INTERPRETATION –

The above Graph focus on fact that out of 100 respondents surveyed 56% of
respondent know about Brand Logo of YES BANK & remaining 46% of
respondent unaware about it.
(56% Aware about Brand Logo)

Q.5 ARE YOU AWARE OF BRAND PILLARS OF YES BANK?

Sr.No PARAMETER NO OF
RESPONDENT PERCENTAGE%
1. YES 24 24%
2. NO 76 76%
 TOTAL 100 100%

 GRAPH NO. 5

(Source: Survey)

INTERPRETATION -

From the above chart it can be inferred that 24% of respondents are aware of
Brand Pillars of YES BANK and 76% are unaware of the brand pillars of YES
BANK.(24% Aware about Brand Pillars.)
 Q.6 DO YOU KNOW ABOUT YES BANK MONEY PLANT?

Sr.No PARAMETER NO OF
RESPONDENT PERCENTAGE%
1. YES 16 16%
2. NO 84 84%
TOTAL 100 100%

 GRAPH NO 6

(Source: Survey)

INTERPRETATION –
 From above graph it can be seen that only 13% of respondent know about YES

BANK Money Plant & 87% of respondent don’t know about Money Plant.

(13% Aware about Money Plant)

Q. 7 WHAT DO YOU THINK THAT YES BANK IS INDIAN

BANK OR FOREIGN BANK ?

Sr.No PARAMETER NO OF
RESPONDENT PERCENTAGE%
1. Indian 43 43%
2. Foreign 16 16%
3. Don’t Know 22 22%
TOTAL 100 100%

 GRAPH NO.7

(Source: Survey)
INTERPRETATION –

From the above Graph it is conclude that

43% of respondent think that YES BANK is an Indian Bank
16% of respondent think that YES BANK is Foreign Bank
22% of respondent don’t know about it.
Hence it can be conclude that 43% of respondent are true & they know that YES
BANK is an
Indian Bank. (43% knows that YES BANK is an Indian Bank)

Q.8 ARE YOU AWARE OF THE TAGLINE OF YES BANK?

Sr.No PARAMETER NO OF
RESPONDENT PERCENTAGE%
1. YES 32 32%
2. NO 68 68%
TOTAL 100 100%

 GRAPH
NO.8
 (Source: Survey)

INTERPRETATION -

From the above chart it can be inferred that 32% of respondents are aware of
Tagline of YES BANK and 68% are unaware of the Tagline of YES BANK.
(32% Awareness about Tagline)
 Q.9 WHERE YOU HAVE SEEN ADVERTISEMENT OF YES BANK ?

Sr PARAMETER NO OF PERCENTAGE%
No RESPONDENT

1. Newspaper 14 14%
2. Online 4 4%
3. Sign Board/Posters 53 53%
4. Magazine 1 1%
5. Other 4 4%
6. Never Seen 31 31%
TOTAL 100 100%

 GRAPH NO. 9

(Source: Survey)
INTERPRETATION –

From the above line Graph it can be seen that respondent have seen the
advertisement of YES BANK by various medias i.e
14% of respondent have seen advertisement in Newspapers
04% of respondent have seen advertisement through Online
53% of respondent have seen advertisement by Sign Board/ Posters.
01% of respondent have seen advertisement in Magazines
04% of respondent have seen advertisement through Other Media.
31% of respondent never ever seen advertisement of YES BANK.
 It means that out of 100 respondent 69 respondents have seen advertisement
(69% Have seen Advertisement )

Q.10 WHAT PRODUCT OF YES BANK YOU ARE AWARE OF?

Sr. PARAMETER NO OF PERCENTAE

No RESPONDENT (%)

1. Bank Account & Deposite(Current,Saving,Fixed Deposite) 45 45%

2. Life Insurance 03 03%
3. Mutual Fund 02 02%
4. Don’t know 50 50%
TOTAL 100 100%

 GRAPH NO. 10
 (Source: Survey)

INTERPRETATION –

From the above Line Graph it can be seen that 45% of respondent aware
about YES BANK a/c& deposites,3% of respondent aware about life
insurance service provided by YES BANK, 2% of respondent aware about
Mutual Fund service provided by YES BANK & nearly 50% of
respondent don’t know about product of YES BANK.
(50% Aware about Product of YES BANK.)

Q.11 DO YOU PERSONALLY KNOW ABOUT ANY A/C HOLDER/EMPLOYER/EMPLOYEE OF YES

BANK ?

Sr.No PARAMETER NO OF PERCENTAGE%

RESPONDENT
1. YES 7 9%

2. NO 93 93%

TOTAL 100 100%

 GRAPH
NO. 11
 (Source: Survey)

INTERPRETATION –

The above Pie Chart shows that 93% of respondents don’t know personally
about any related person (a/c holder,employer,employee )with YES
BANK & 7% of respondent personally know about YES BANKrelated
person.(7% Aware about Related Person)

Q.12 DO YOU KNOW ABOUT YES BANK WEBSITE ?

Sr.No PARAMETER NO OF
 RESPONDENT PERCENTAGE%
1. YES 15 15%

2. NO 85 85%

TOTAL 100 100%

 GRAPH NO. 12

(Source: Survey)

INTERPRETATION –

The above Graph shows that 85% of respondent don’t know about YES
BANK website & remaining 15% of respondent know about YES BANK
website.(15% Aware about Website)
 Q.12 WOULD YOU LIKE TO EXPERIENCE SERVICES OF YES BANK.?

Sr.No PARAMETER NO OF
RESPONDENT PERCENTAGE%
1. YES 52 52%

2. NO 48 48%

TOTAL 100 100%

(Source: Survey)

INTERPRETATION –
 From above graph it is inferred that 48% of customer wants to experience
services of YES BANK & correspondingly 52% of customer are
not ready to experience services of YES BANK.

PARAMETER PERCENTAGE
BRAND RECALL (UNAIDED) 15
FAMILARITY WITH YES BANK(AIDED BRAND 78
Overall RECALL)
it can
be AWARENESS ABOUT CLASS BANKING 52
AWARENESS ABOUT BRAND LOGO 56
AWARENESS OF BRAND PILLARS 24
AWARENESS ABOUT MONEY PLANT 16
AWARENESS ABOUT BANK IS AN INDIAN 43
AWARENESS OF TAGLINE 32
AWARENESS ABOUT ADVERTISEMENT 69
AWARENESS ABOUT PRODUCT SUIT 50
AWARENESS ABOUT RELATED/CONCERN PERSON 07
AWARENESS ABOUT WEBSITE 15
457/12 =
TOTAL % OF BRAND AWARENESS 38.08%
interpreted as –
 FINDINGS

Brand Recall

 Study of brand recall of banks through respondents showed that Mostly ICICI

BANK comes in the mind of respondents (38%) when they think about private

bank in Aurangabad City correspondingly YES BANK comes in the mind of only
 15% of respondents it means that ICICI BANK has TOP OF MIND brand

awareness.

Brand Recognition

 Study shows that 78% of respondent have an idea about YES BANK or we can

say they are familiar about YES BANK. 28% of Respondent primarily knows

about YES BANK, 35% of respondent heard name of YES BANK few times &

respectively 15 % of respondent frequently heard about YES BANK. It is also

shown by the graph that 22% of respondent don’t know about YES BANK out of

total 100 respondents.

 52% of respondent out of 100% are true as they know that YES BANK is

focusing on Class Banking.

 Out of 100 respondents surveyed 56% of respondent know about Brand Logo of

YES BANK & remaining 46% of respondent unaware about it.

 When we consider about Brand Pillars of YES BANK ,24% of respondents are

aware of Brand Pillars of YES BANK and 76% are unaware of the brand pillars

of YES BANK.

 When we consider about Money Plant it can be inferred that 13% of respondent

know about YES BANK Money Plant & 87% of respondent don’t know about

Money Plant.

 About type of YES BANK 43% of respondent are true & they know that YES

BANK is an Indian Bank

 32% of respondents are aware of Tagline of YES BANK and 68% are unaware of

the tagline of YES BANK.

 Out of 100 respondent 69 respondents have seen advertisement in which 14% of

respondent have seen advertisement in Newspapers, 04% of respondent have seen

advertisement through Online,53% of respondent have seen advertisement by

Sign Board/ Posters,01% of respondent have seen advertisement in Magazines,

04% of respondent have seen advertisement through Other Media,31% of

respondent never ever seen advertisement of YES BANK.

 About services products offered by YES BANK we consider then 45% of

respondent aware about YES BANK a/c& deposites,3% of respondent aware

about life insurance service provided by YES BANK, 2% of respondent aware

about Mutual Fund service provided by YES BANK & nearly 50% of respondent

don’t know about product of YES BANK.

 93% of respondents don’t know personally about any related person (a/c

holder,employer,employee) with YES BANK & 7% of respondent personally

know about YES BANKrelated person.

 85% of respondent don’t know about YES BANK website & remaining 15% of

respondent know about YES BANK website.

 LEAD TO CUSTOMER BASE

There are 48% of customers committed that they would like to experience the

services of YES BANK.

BRAND AWARENESS:
From the overall study of Brand awareness with the aid of recall and

recognition questions it can be examined that the percentage of awareness of

YES BANK is 38.08% in Aurangabad City.

RECOMMENDATION
 RECOMMENDATION

I. Brand Awareness Recommendation

YES BANK should focus on increasing Brand Awareness of the Brand in

Aurangabad City. For that

It has to focus on Advertisement.

 Advertisement in Local Cable Network –

YES BANK should start to give advertisement in local cable network which help

it to get into the mind of local customer effectively& help to increase awareness

of brand. Advertisement should focus on information of YES BANK, value

 added services ,characteristics of YES BANK.effctive in nature it helps to

increase brand awareness of YES BANK at very rapid.

 Advertisement in News Papers –

Advertisement in News Papers is also cost effective in nature it helps to increase

brand awareness of YES BANK at very rapid speed.

 Extensive Advertisement through Posters, Hoardings etc.-

Posters, hoardings advertisement is also one of the best way to advertisement it

has high reach & it focus on mass audience.

 Arranging advertisement campaign -

Advertisement campaign in various major areas of Aurangabad like Nirala

Bazar,Cidco,Hudco etc

Helps to reach at maximum customer.

 Arranging Social Welfare Program me –

Arranging social welfare program me like blood donation, aids to various

awareness program me like AIDS awareness, Pollution awareness help to increase

brand awareness of bank.

  Sponsorship to various Seminars, competitions in city–

Providing sponsorship to various types of seminars, sport competitions, essay

competitions, educational programmes help to increase brand awareness of bank.

II. Service Recommendations

 Regular feedback to the customer-

YES BANK really lacking to provide regular feedback to its customer so it should
provide it with the help of Customer Service Centre, filling up feedback form.

 Fast processing of a/c updating -

At YES BANK I observed that processing of a/c updating is very slow in nature
so it has to focus on that drawback by applying extra workforce

TITLE OF PROJECT
A STUDY ON BRAND AWARENESS OF YES BANK IN AURANGABAD CITY
SURVEY QUESTIONNAIRE
(BRAND AWARENESS)

Name – ------------------------------------------------ Contact No.-

Address – -----------------------------------------------------

Age - --------------

BRAND RECALL

Q.1 When you think of a private bank in Aurangabad City which bank comes to your mind?
 ___________________________________________________________________________________

Q.2 How familiar are you with YES BANK?

I have heard of it. I heard of it few times

I heard of it frequently I never heard of it

BRAND RECOGNITION

Q.3 What do you think that YES BANK focused on which of following?

Mass Banking Class Banking Don’t know

Q.4 Do you know about YES BANK Brand Logo?

YES NO

Q.5 Are you aware of Brand Pillars of YES BANK?

YES NO

Q.6 Do you know about YES BANK Money Plant?

YES NO

Q.7 What do you think that YES BANK is Indian Bank or Foreign Bank?

Indian Foreign Don’t know

Q.8 Are you aware of the Tagline of YES BANK?

YES NO

Q.9 Where you have seen Advertisement of YES BANK?

Newspaper Online Bill board Magazine

Other No where

Q.10 What product of YES BANK you are aware of?

Current a/c Saving a/c Fixed deposit Life Insurance

 Mutual Fund Don’t know

Q.11 Do you personally know about any a/c holder /employer/employee of YES BANK?

YES NO

Q.12 Do you know about YES BANK Website?

YES NO

Q.13 Would you like to experience services of YES BANK?

YES NO