cadbury india limited.doc

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A

PROJECT REPORT

CADBURY INDIA LIMITED

SUBMITTED FOR PARTIAL FULFILMENT OF AWARD

OF POST GRADUATE DIPLOMA IN MANAGEMENT

Prepared By: Under the Guidance of:

PRADEEP YADAV Prof. MANJU LAMHA

PGDM (2011-13) I.T.S., Mohan Nagar

Ghaziabad (U.P)

I.T.S-Management and IT Institute

Mohan Nagar, Ghaziabad.


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Declaration Certificate

Certified that Pradeep Yadav have carried out the Dissertation work

presented in this thesis entitled Cadbury india limited for the award of

PGDM from Institute of Technology and Science under OUR supervision.

The dissertation embodies result of original work and studies carried out by

our self and the contents of the thesis do not form the basis for the award ofany other degree to the candidate or to anybody else.

Prof. Manju Lamba


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Acknowledgement

Any accomplishment requires the effort of many people and this work is nodifferent. We have been fortunate enough to get the help and guidance from

many people. It is a pleasure to acknowledge them though still it is

inadequate appreciation for their contribution.

We would not have completed this journey without the help, guidance and

support of certain people who acted as guides and friends along the way. We

would like to express our deepest and sincere thanks to my faculty guide

Prof. Manju Lamba for his invaluable guidance and help. The project

could not be complete without the support and guidance.

We are also thankful to all our friends and colleagues for cooperating with

us at every stage of the project. They acted as continuous source of

inspiration and motivated me throughout the duration of the project helping

me a lot in completion of this project.

Submitted with regards

Pradeep Yadav

Sec c

PGDM (20011-13)


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Table of Contents

Declaration Certificate

Abstract

Acknowledgement

Table of Contents

List of Tables & Figures

1. Chapter -1

1.0.Introduction

1.1.Background.. 9

1.2.Research Problem

1.3.Research Objectives . 11

2. Chapter 2

2.0.Literature Review .. 16

3. Chapter 3

3.0.Research Methodology. 25

3.1.Type of Data .. 29

3.2.Choice of Method for Data Collection.. 31

3.3.Sample Size ... 33

3.3.1. Sampling Techniques .

4. Chapter 4

4.0. Data Analysis & Interpretation.. 35

5. Chapter 5

5.0. Findings 44

6. Chapter 6


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6.0.Conclusion

7. Chapter - 7

7.0. Suggestion for Future Research 77

Bibliography / References Appendices

Appendix I The Questionnaire

Appendix II The Interview Questions


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CHAPTER -1


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INTRODUCTION

Even more firms and other organizations have come to the realization that one of their

most valuable assets is the brand names associated with their products or services. In our

increasingly complex world, all of us, as individuals and as business managers, face more

choices with less time to make them. Thus a strong brands ability to simplify consumer

decision making, reduce risk, and set expectations is invaluable.

Brand:

According to the American Marketing Association (AMA), a Brand is a name, term, sign,

symbol, or design, or a combination of them, intended to identify the goods and services of

the sellers and to differentiate them from those of competitor. Technically speaking, then,

whenever a marketer creates a new name, logo, or symbol for a new product, he or she has

created a brand.

Brand Recognition:

Brand recognition consists of brand awareness and brand recall performance. Brand

recognition is consumers ability to confirm prior exposure to the brand when given the

brand as a cue. In other words, when they go to the store, will they be able to recognize the

brand as one to which they have already been exposed?

Brand recall is consumers ability to retrieve the brand from memory when given

the product category, the needs fulfilled by the category, or a purchase or usage situation

as a cue. If research reveals that many consumer decisions are made at the point of

purchase, where the brand name, logo, packaging, and so on will be physically present and

visible, the brand recognition will be important.

Brand Image:

Creating a positive brand image takes marketing programs that link strong, favorable, andunique associations to the brand in memory. The definition of customer-based brand equity

does not distinguish between the source of brand associations and the manner in which

they are formed; all that matters is their favorability, strength, and uniqueness.

This means that customers can form brand associations in a variety of ways other than

marketing activities: form direct experience; through information from other commercial


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or nonpartisan sources such as consumer reports or other media vehicle; from word of

mouth; and by assumptions or inference consumers make about the brand itself, its name,

logo, or identification with a company, country, channel of distribution, or person, place,

or event.

Marketers should recognize the influence of these other sources of informationby both managing them as well as possible and by adequately accounting for them in

designing communication strategies.

Building a strong brand:

The CBBE model looks at building a brand as a sequence of steps, each of which is

contingent on successfully achieving the objectives of the previous one. There are four

steps of brand building as follows:

1. Ensure identification of the brand with customers and an association of the brand in

customers minds with a specific product class or customer need.

2. Firmly establish the totality of brand meaning in the minds of customers by

strategically linking a host of tangible and intangible brand associations with

certain properties.

3. Elicit the proper customer responses to this brand identification and brand

meaning.

4. Convert brand response to create an intense, active loyalty relationship between

customers and the brand.

These four steps represent a set of fundamental questions that customers invariability asks

about brands- at least implicitly. The four questions (with corresponding brand steps in

parentheses) are:

1. Who are you? (brand identify)

2. What are you? (brand meaning)

3. What about you? What do I think or feel about you? ( brand response)

4. What about you and me? What kind of association and how much of a connection

would I like to have with you? ( brand relationships)

Brand Salience:


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Achieving the right brand identity means creating brand salience with customers. Brand

salience measures awareness of the brand, for example, how often and how easily the

brand is evoked under various situation or circumstances.

1. To what extent is the brand top-of-mind and easily recalled or recognized?

2. What types of cues or reminders are necessary?

3. How pervasive is this brand awareness?

Weve said that brand awareness refers to customers ability to recall and recognize the

brand under different conditions and to link the brand name, logo, symbol, and so forth to

certain associations in memory. In particular, building brand awareness helps customers

understand the product or service category in which the brand competes and what products

or services are sold under the brand name. It also ensures that customers know which of

their needs the brand- through these products- is designed to satisfy. In other words,

what basic function does the brand provides to customers?


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BACK GROUND

INDIAN HISTORY

Namaste and welcome to India- the land of amazing diversity and stunning landscapes.

Stretching from the icy peak of the Himalayas to the tropical greenery of Kerala, and from

the sacred Ganges to the sea of sand dunes in Thar Desert, the country encompasses

incomparable variety. It is steeped in history, and every stone and ancient structure has a

story to narrate. India's history is more than just a set of unique developments but it is, in

many ways, a microcosm of human history. No matter how many Persians, Greeks,

Chinese nomads, Arabs, Portuguese, British and other raiders invaded the land but India

always formed a positive way out.

Pre-Vedic and Vedic Age

The history of this starling land begins with the birth of the Indus Valley Civilization in

such sites as Mohenjodaro, Harappa and Lothal. The twin cities of Mohenjodaro and

Harappa now in Pakistan possessed a sophisticated lifestyle, a highly developed sense of

aesthetics, astonishing knowledge about town planning together with effective road side

drainage system and multi storied houses. After surviving for about thousand years the

civilisation fell to tectonic upheavals. The coming of the Aryans around 1500 B.C gave the

final blow to collapsing Indus Valley Civilisation. The four Vedas or the important

books of Hinduism were also compiled during this period.

Buddism and Mourya Empire

In 567 B.C, the founder of Buddhist religion Gautama Buddha was born. His Buddhism

inspired the great king, Asoka of the Mauryan Empire to give up his warfare and embrace

Buddhism and spread the same in many parts of Asia. He built the group of monuments at

Sanchi ( a UNESCO world heritage site). The Asoka Pillar at Sarnath has been adopted by

India as its national emblem and the Dharma Chakra adorns the national flag.

Blend of Religions

The Mauryas were followed by the Guptas in the North while in the South disparate Hindu

empires, the Cholas, the Pandayas and the Cheras spread and grew. During this time

Christianity and Zoroastrianism established their roots in India. In the 15th century Guru

Nanak Dev laid the foundation of the Sikh Religion in Punjab.

Islamic Sultanate


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In 1192, the history of India took a new turn with the arrival of Mohammad of Ghori from

Afghanistan who captured several places in North including Delhi. The rise of Islam was

also witnessed during this period. The north region of India strengthened with time, till

Timur from Turkey attacked India in 1398. He carried as much as valuables as he could

and left India again. After this, the Delhi Sultanate was never that strong and soon lost

their grip of the land to Mughals.

Mughal Era (16th Century)

Babar, the great grandson of Timur came to India in 1526 . He fought and defeated

Ibrahim Lodhi, the last ruler of the Delhi Sultanate in the first battle of Panipat and laid the

roots of the Mughal Empire. However it was Akbar, his grandson who contributed to a

superlative degree in the glorification of the empire. He initiated Din - i - Ilahi, which was

an attempt to blend Islam with Hinduism, Christianity, Jainism and other faiths.

Vijaynagar Empire (1336-1646)The Hindu Vijaynagar Empire founded by Harihara, also known as Hakka, lasted for more

than two centuries as the dominant power in South India. Urbanisation and monetization of

economy were the significant developments of the period that brought all the peninsular

kingdoms into highly competitive political and military activities in the race for

supremacy. Great part of Vijaynagar Empire's history is obscure but its power and wealth

are attested by more than one European traveller.

Europeans

The quest for wealth and power brought the Europeans to Indian shores. The Portuguese,

French Dutch, Danish and British started arriving in India in the early 1600s. All of themheld territories in India and got more and more involved with the Indian Politics by making

friends and enemies among the Indian rulers. However it was the British who managed to

control most of India by their intelligence and made it one of their colonies

for about 200 years.

Fruit of Independence

The spirit of Indian nationalism was intensified with the growing dissatisfaction and

discontent with the British rule due to the racial arrogance of the rulers. The economic

exploitation both of the landlords and tenants, destruction of the old and famous royal

dynasties such as those of Peshwas, Bhonsle, Avadh, Jhansi, Punjab and Satara, closure of

Indian industries and forced land increase in the land revenues were some of the causes

that led to the Revolt of 1857 also called as the Sepoy Mutiny. After a tough long struggle

of the masses of India, guided by great national leaders, India managed to gain the fruit of

independence on 15 th August 1947. In the years since independence India has achieved

outstanding progress in many fields and has coped with several problems.


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RESEARCH PROBLEM

This study is based on research of historical references, demographics, cultural trends,

economic forecasts, political landscape, inhabitants or residents, periodicals, and books

regarding branding as it relates to municipalities. This paper further illustrates cities that

have positive brand images and continue to experience brand success. The Creative Class

and Municipal Marketing are also explored as new methods being utilized to measure the

current market trends of cities.

This information is based on a number of sources including books, periodicals, personal

experience, word-of-mouth, residents, and advertising. There are reasons why people

choose particular cities in which to live. Certain cities are making comebacks even when

the industries they were built on have become obsolete. Brands evolve, and cities that

survive have managed to evolve. Progress and technology have become both friend and

foe. If you doubt that a new market for city brands is emerging, consider the loyalty a city

can command. Strategists and planners are working at a feverish pace to re-brand cities or

to brand a city thats never had a strong brand in order to create a community where people

will want to live. City planners are spending millions of rupees in brand investing to bring

their cities to life, or in some instances, back to life. Volume breeds mediocrity, and the

sheer scale of today's cities prevents them from excellence in all but pockets, quarters, and

precincts.

If a city is to be considered a brand, it must start with a brands most important

characteristics; its fundamental properties.

This means that a good city must have the following:

Offer attractive employment.

Not be unduly expensive in relation to wages.

Provide good and affordable housing.

Have reasonable public transportation.


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Have a reasonable climate.

The way that brands work for a city is how these qualities are projected: by word of-

mouth, public relations, and in some cases, advertising. These attributes must be based on

something substantial. The city must be live-able. There must be an attraction to

individuals.

RESEARCH OBJECTIVES

Competition for residents has increased substantially among cities. This is in part because

of globalization and technology. Society now has the choice of living in one place and

working in another because of the Internet, laptops, home offices, and wireless

connections. Living in one particular city if you want to succeed in a certain industry still

exists, but is starting to erode. People now have the option of being able to do business

anywhere in the world and can decide what is best location wise to provide them with themost benefits. Cities are also giving way to foreign manufacturing and can no longer bank

on their traditional industries as a means to keep them alive. To combat this, they need to

brand themselves as good places to live, where a diverse range of technology, industry,

retail, and other attractions can thrive. For many cities, this could be their last opportunity

to keep current residents and attract new ones.

CHAPTER -2


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LITERATURE REVIEW

A study of branding the cities through culture and entertainment which was conducted by

Kavaratzis Mihalis, Stated That-

Urban and Regional Studies Institute, University of Groningen Place marketing has been

established as a philosophy of place management and a function complementary to

planning. Within the context of place marketing and in pursuit of wider place management

goals, places throughout the world are shifting the focus towards place branding and are

increasingly importing the conceptand techniques of product and corporate branding. Thisis a trend that has been accelerated in recent years,especially within the new conditionscreated by the increasing role of image-based strategies and the growingimportance of thecultural, leisure and entertainment industries within the contemporary economy, as much

fortourists and other visitors, as for the local population.Both evidence from the practice, interest in the press and theoretical contributions on the

topic suggest that Culture and Entertainment have a major role to play in local economic

development. This is exemplified, for instance, in the intense competition between cities to

become the cultural capital of Europe, which demands an increased investment. Also the

transformation of derelict industrial areas into culture and entertainment districts has been

seen all over Europe as a major method of regeneration and the means to revitalize local

economy. Culture and Entertainment, therefore, have a major role to play in place and city

branding as well. A role, that is apparent in the highlight in city promotional material ofthese new cultural districts, the promise of exciting entertainment opportunities, the

emphasis on cultural events and festivals and cultural flagship projects. Especially the

organization of small or bigger scale art, sport and other types of events and festivals are

seen as instrumental in establishing and reinforcing the places brand. So far, the literature

of place and city branding has dealt mostly with the appropriateness and possibility to

transfer knowledge from the original field of marketing products to the peculiar

operational environment of places and there is a clear focus on branding the place as a

tourism destination.

This paper first identifies distinct trends in the discussion, understanding andimplementation of city branding, in order to assist in clarifying the concepts involved. The

paper goes on to provide a description of the conceptual development of the trend of

Cultural/entertainment branding, highlighting the important factors that lead cities to adopt

such strategies. Finally it discusses elements that are necessary for cities to successfully

undertake this kind of city branding by stressing the importance of cultural production,

entertainment and the sign value of a city's attributes.


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A citys brand is increasingly considered an important asset for urban development and an

effective tool for cities to distinguish themselves and improve their positioning. The

introduction of corporate level marketing concepts and, especially, corporate branding has

significantly contributed towards the development of a city branding theory. In practice,

however, there is an evident confusion of a wide branding strategy with one of its

components, namely the design of a new logo and slogan or, at best, the development of a

promotional campaign.

This paper first describes the rise of city branding and the reasons of its popularity and,

after a short review of the basic elements of corporate branding, it goes on to identify

essential similarities between these two forms of branding. It finally detects the need to

adapt any branding tools to the needs of cities and addresses the necessity of a

comprehensive city brand management framework.

Journal of Brand Management (2009) 16, 520 531. DOI: 10.1057/palgrave.bm.2550133;

published online 23 November 2007

A study city branding- all smoke, no fire was conducted by Jorgen Stigel & soren

Frimann stated that-

Successful corporate brandingrequires that questions related to communication, publicity,

and organizational structures are addressed. An uncritical adoption of approaches known

from traditional product branding will inevitably give problems as the properties of

tangible commodities and services with their relatively concrete dimensions are absent

when the main question is one of values.

Furthermore, when the relatively straightforward identification and power structures of

corporations and consumers are replaced by the more diversified structures of citygovernment, their populations, and potential visitors, problems seem to multiply in what

has become known as city branding. This analysis of the communicational aspects of two

Danish provincial towns branding efforts examines both their internally and externally

directed communication. It demonstrates that an insufficient understanding of or

willingness to face these differences will inevitably hamper such branding efforts

because of the consequential inconsistencies.

Finally, paths to more effective city branding are indicated.

Research on state branding is not new. For the past 40 years, numerous studies have been

carried out on the so-called country of origin effect: the effect of national image on

products. During the 90s, Philip Kotler dealt with the topic of place branding and

marketing in four books: The Marketing of Nations (actually a book on economic

development and government policy rather than on marketing), Marketing Places Europe

(on how to attract investments, industries, residents and visitors to cities, communities,

regions and nations in Europe), and Marketing Asian Places, and Marketing for Hospitality


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and Tourism. Another significant contribution to the field is National Image and

Competitive Advantage by Eugene D. Jaffe and Israel D. Nebenzhal. In addition to

reviewing the theoretical underpinning of country image for products, they provide useful

insight as to how it can be managed by countries, industries and firms. One of their central

points is that country image is product specific.

Whats much more recent, however, is the coining of the term brand state or state

branding. The September 2001 publication in Foreign Affairs of the article The Rise of

the Brand State by Peter Van Ham was a turning point, attracting a great deal of attention

both from the academic community and the world of practitioners, and bringing about

further research on the multidimensional nature of state branding.

In April 2002 The Journal of Brand Management devoted a special issue to the topic of

Branding the Nation bringing together contributions from the leading experts in the field,

including scholars (Kotler, Papadoupulos), consultants (Anholt, Ollins) and practitioners.

It is to this day the most comprehensive and up-to-date set of papers on state branding. Inthe consulting world, Simon Anholt, one of the leading international marketing thinkers,

has written about state branding in the collective work Destination Branding, and more

recently authored the book Brand New Justice, in which he argues that developing

countries can increase their competitiveness and therefore reduce economic disparity

through effective branding. Equally important is the work of Wally Ollins, whose book

Trading Identities establishes a linkage between state branding and companies going

global.

Finally, the International Marketing Council of South Africa (IMC) has put together a

number of case studies of how countries around the world (of India, Britain, Brazil,Thailand, Spain, Germany and others) have approached the promotion of their national

image.


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CHAPTER -3


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RESEARCH METHODOLOGY

The structure of this report will focus on what successfully branded cities have done tobrand themselves and compare, contrast, and offer insights to cities with indifferent brands

or those in need of re-branding. This report will be examining the cases of cities which

brand themselves well. Chamber of Commerce organizations for cities are realizing that

strong and effective branding has become essential to the success of a city. Cities are

seeking new ways to promote their individual personalities and unique qualities to attract a

workforce, a creative community, culture, entertainment, leisure, and values. This

attraction ultimately translates into residents and visitors who reap monetary rewards for

the city.

Cities developing brand images successfully are following the lead of corporations. They

attempt to establish a target market and a client base they hope will translate into a loyal

customer, which in this case is a loyal resident of the city.

Brisbane Institute Director Peter Spearritt states, Cities should try and promote

themselves in ways that their residents find believable. When branding a city, the

personality of the people who live there needs to be an essential part of the brand, and if

people are promoting the city from within, the word-of-mouth advertisement finds its way

to potential customers.

NATURE OF RESEARCHSince source of primary data directly relevant was scare. It was decided that

the analysis had to be secondary data analysis, collected directly from the

Internet, News Paper, & Magazine.

Due to the availability of knowledge of specific problems, the

research could be classified as an analytical research.

AREA OF STUDY: Area of study is Delhi-NCR.

Delhi


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Noida

Ghaziabad

Gurgaon

DATA COLLECTION:

According to the thesis of my research I have collected secondary data from

Literature Review, Internet, News paper, & Magazine.

SOFTWARE USED: Microsoft Excel, MS word.


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CHAPTER -4


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DATA ANALYSIS

NEW DELHI

History:

New Delhi was laid out to the south of the Old city which was constructed by Mughal

Emperor Shah jahan. However, New Delhi overlays the site of seven ancient cities and

hence includes many historic monuments like the Jantar Mantar and the Lodhi Gardens.

Calcutta was the capital of India until December 1911 during the British Raj.

However, Delhi had served as the political and financial centre of several empires

of ancient and medieval India, most notably of the Mughal Emperor from 1799 to 1849.

During the early 1900s, a proposal was made to the British administration to shift the

capital of the British Indian Empire (as it was officially called) from Calcutta to Delhi.

Unlike Calcutta, which was located on the eastern coast of India, Delhi was located in

northern India and the Government of British India felt that it would be easier to

administer India from Delhi rather than from Calcutta. On December 12, 1911, during

the Delhi Durbar, George V, the then Emperor of India , along with Queen mary, his

Consort, made the announcement that the capital of the Raj was to be shifted

from Calcutta to Delhi, while laying the foundation stone for the Viceroy's residence in

the Coronation park, Kingsway camp.The foundation stone of New Delhi was laid by King George V and Queen mary at the site

of Delhi Durbar of 1911 at Kingsway Camp on December 15, 1911, during their imperial

visit. Large parts of New Delhi were planned by Edwin Lutyens (Sir Edwin from 1918)

and Herbert Baker (Sir Herbert from 1926), both leading 20th century British architects,

and the contract was given to Sobha Singh (later Sir Sobha Singh). Lutyens first visited

Delhi in 1912, and construction really began after World War I and was completed by

1931, when the city later dubbed Lutyens Delhi was inaugurated on February 13, 1931,

by Lord Irwin, the Viceroy. Lutyens laid out the central administrative area of the city as a

testament to Britain's imperial aspirations.

Though soon Lutyens started considering other places, and finalized on a site atop the

Raisina Hill, formerly Raisina village, a Meo village, for the Rashtrapati Bhawan, then

known as the Viceroy's House. The historic reason for this choice was that the hill laid

directly opposite to the Dinapanah citadel, which was also considered the site

of Indraprastha, the ancient region of Delhi. Subsequently, the foundation stone was

shifted from the site of Delhi Durbar of 1911-1912, where the Coronation Pillar stood as


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well, and embedded in the walls of the forecourt of the Secretriat. The Rajpath, also known

as King's Way, stretched from the India Gate to the Rashtrapati Bhawan. The Secretariat

building, which houses various ministries of the Government of India, flanked out of the

Rashtrapati Bhawan, and the Parliament House, both designed by Herbert Baker, is located

at the Sansad Marg, which runs parallel to the Rajpath.

After India gained independence in 1947, a limited autonomy was conferred to New Delhi

and was administered by a Chief Commissioner appointed by the Government of India. In

1956, Delhi was converted into a union territory and eventually the Chief Commissioner

was replaced by a Lieutenant Governor. The Constitution (sixty-nineth amendment) Act,

1991 declared the Union Territory of Delhi to be formally known as National Capital

Territory of Delhi. A system of diarchy was introduced under which the elected

Government was given wide powers, excluding law and order which remained with the

Central Government. The actual enforcement of the legislation came in 1993.

Geography and Climate:

With a total area of 42.7 Sq.Km, New Delhi forms a small part of the Delhi metropolitan

area and is located in the Indo-genetic plain because of which there is little difference in

the city's altitude. New Delhi and surrounding areas were once a part of the Aravalli

Range, but all that is left now is the Delhi Ridge. The second feature is

the Yamuna floodplains; New Delhi lies west of the Yamuna River, although for the most

part, New Delhi is a landlocked city. East of the river is the urban area of Shahdara. New

Delhi falls under the Seismic Zone- IV, making it vulnerable to major earthquakes.

The climate of New Delhi is a monsoon-influenced humid subtropical climate (Koppenclimate classification Cwa) with high variation between summer and winter temperatures

and precipitation. The temperature varies from 40 degrees Celsius in summers to around 4

degrees Celsius in winters. New Delhi's version of a humid subtropical climate is

noticeably different from many other cities with this climate classification in that it

features long and very hot summers, relatively dry cool winters, and monsoon and dust

storms. Summers are long, from early April to October, with the monsoon season in

between. Winter starts in November and peaks in January. The annual mean temperature is

25 C (77 F); monthly mean temperatures range from 14 C to 33 C (58 F to 92 F).

The average annual rainfall is approximately 714 mm (28.1 inches), most of which is

during the monsoons in July and August.

Government:

As of 2005, the government structure of the New Delhi Muncipal Council includes a

chairperson, three members of New Delhi's Legislative Assembly, two members

nominated by the Chief Minister of National Capital Territory of Delhi (NCT) and five

members nominated by the central government. The current Chief Minister of the NCT


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is Sheila Dikshit. According to the Indian constitution, if a law passed by Delhi's

legislative assembly is repugnant to any law passed by the Parliament of India, then the

law enacted by the parliament shall prevail over the law enacted by the assembly.

New Delhi is governed through a muncipal government, known as the New Delhi

Muncipal Council. Other urban areas of the metropolis of Delhi are administered bythe Muncipal Corporation of Delhi. However, the entire metropolis of Delhi is commonly

known as New Delhi in contrast to Old Delhi.

Urban Structure:

Much of New Delhi, planned by the leading 20th century British architect Edwin Lutyens,

was laid out to be the central administrative area of the city as a testament to Britain's

imperial pretensions. New Delhi is structured around two centralpromenades called

the Rajpath and the Janpath. The Rajpath, or King's Way, stretches from theRashtrapati

Bhavan to the India Gate. The Janpath (Hindi: "Path of the People"), formerly Queen's

Way, begins at Connaught Circus and cuts the Rajpath at right angles. Nineteen (19)foreign embassies are located on the nearby Shantipath (Hindi: "Path of Peace"), making it

the largest diplomatic enclave in India.

At the heart of the city is the magnificent Rashtrapati Bhavan (formerly known as

Viceroy's House) which sits atop Raisina Hill. The Secretariat, which houses various

ministries of the Government of India, flanks out of the Rashtrapati Bhavan. The

Parliament House, designed by Herbert Baker, is located at the Sansad Marg, which runs

parallel to the Rajpath. The Connaught Place is a large, circular commercial area in New

Delhi, modeled after the Royal Crescent in England. Twelve separate roads lead out of the

outer ring of Connaught Place, one of them being the Janpath.

Transport:

Being a planned city, New Delhi has numerous arterial roads, some of which have an

iconic status associated with them such as Rajpath,Janpath and Akbar Road. In 2005,

private vehicles accounted for 30% of total transportation demand for the Delhi

metropolitan area. Road construction and maintenance is primarily the responsibility of

NDMC's Civil Engineering Department. Underground subways are a common feature

across New Delhi. As of 2008, 15 subways were operational. In 1971, the administrative

responsibility of the Delhi Transport Corporation (DTC) was transferred from Municipal

Corporation of Delhi to Government of India following which DTC extended itsoperations to New Delhi. In 2007, there were 2700 bus stops in New Delhi, of which 200

were built and maintained by NDMC and the rest by DTC.

The Delhi Metro, constructed and operated by the Delhi Metro Rail Corporation (DMRC),

connects the city with the rest of the metropolis of Delhi. Under an agreement with

NDMC, DMRC can acquire land for the construction of metro rail and stations in New

Delhi without any financial implications. NDMC is also constructing multi-level parking
http://en.wikipedia.org/wiki/Edwin_Lutyenshttp://en.wikipedia.org/wiki/Promenadehttp://en.wikipedia.org/wiki/Rajpathhttp://en.wikipedia.org/wiki/Janpathhttp://en.wikipedia.org/wiki/Rashtrapati_Bhavanhttp://en.wikipedia.org/wiki/Rashtrapati_Bhavanhttp://en.wikipedia.org/wiki/India_Gatehttp://en.wikipedia.org/wiki/Janpathhttp://en.wikipedia.org/wiki/Connaught_Circushttp://en.wikipedia.org/wiki/Raisina_Hillhttp://en.wikipedia.org/wiki/Connaught_Place,_New_Delhihttp://en.wikipedia.org/wiki/Royal_Crescenthttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Planned_cityhttp://en.wikipedia.org/wiki/Arterial_roadhttp://en.wikipedia.org/wiki/Rajpathhttp://en.wikipedia.org/wiki/Janpathhttp://en.wikipedia.org/wiki/Akbar_Roadhttp://en.wikipedia.org/wiki/Delhi_metrohttp://en.wikipedia.org/wiki/Delhi_Transport_Corporationhttp://en.wikipedia.org/wiki/Municipal_Corporation_of_Delhihttp://en.wikipedia.org/wiki/Municipal_Corporation_of_Delhihttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Delhi_Metrohttp://en.wikipedia.org/wiki/Edwin_Lutyenshttp://en.wikipedia.org/wiki/Promenadehttp://en.wikipedia.org/wiki/Rajpathhttp://en.wikipedia.org/wiki/Janpathhttp://en.wikipedia.org/wiki/Rashtrapati_Bhavanhttp://en.wikipedia.org/wiki/Rashtrapati_Bhavanhttp://en.wikipedia.org/wiki/India_Gatehttp://en.wikipedia.org/wiki/Janpathhttp://en.wikipedia.org/wiki/Connaught_Circushttp://en.wikipedia.org/wiki/Raisina_Hillhttp://en.wikipedia.org/wiki/Connaught_Place,_New_Delhihttp://en.wikipedia.org/wiki/Royal_Crescenthttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Planned_cityhttp://en.wikipedia.org/wiki/Arterial_roadhttp://en.wikipedia.org/wiki/Rajpathhttp://en.wikipedia.org/wiki/Janpathhttp://en.wikipedia.org/wiki/Akbar_Roadhttp://en.wikipedia.org/wiki/Delhi_metrohttp://en.wikipedia.org/wiki/Delhi_Transport_Corporationhttp://en.wikipedia.org/wiki/Municipal_Corporation_of_Delhihttp://en.wikipedia.org/wiki/Municipal_Corporation_of_Delhihttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Delhi_Metro


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systems in collaboration with DMRC at various Delhi metro stations across New Delhi to

increase parking space. TheNew Delhi Railway Station which is the main railway station

in Delhi is the second busiest and one of the largest stations in India connects Delhi with

the rest of the country.

Indira Gandhi International Airport (DEL) is the primary aviation hub of Delhi. In 200607, the airport recorded traffic of more than 23 million passengers, making it one of the

busiest airports in South Asia. New US$1.93 billion Terminal 3 will handle an additional

34 million passengers annually. Further expansion programs will allow the airport to

handle more than 100 million passengers per annum by 2020. Safdarjung Airport is the

other airfield in Delhi used forgeneral aviation purpose.

Demographics:

In 2001, New Delhi had a population of 179,112 while theNational Capital Territory of

Delhi (NCT) had a population of 13,850,507 making it the second largest metropolitan

area in India afterMumbai. There are 925 women per 1000 men in NCT, and the literacyrate is 81.67%.

Hinduism is the religion of 86.8% of New Delhi's population. There are also large

communities ofMuslims (6.3%), Sikhs (2.4%), Jains (1.1%) and Christians (0.9%) in

Delhi. Other minorities include Parsis, Buddhists and Jews.Hindi is the principal spoken

language while English is the principal written language of the city. The linguistic groups

from all over India are well represented in the city; among them are

Haryanvi, Rajasthani,Punjabi, Urdu,Bihari, Bengali, Sindhi, Tamil, Telugu, Garhwali, Ka

nnada, Malayalam,North-East, Marathi and Gujaratiroughly in same order.
http://en.wikipedia.org/wiki/New_Delhi_Railway_Stationhttp://en.wikipedia.org/wiki/Indira_Gandhi_International_Airporthttp://en.wikipedia.org/wiki/Safdarjung_Airporthttp://en.wikipedia.org/wiki/General_aviationhttp://en.wikipedia.org/wiki/National_Capital_Territory_of_Delhihttp://en.wikipedia.org/wiki/National_Capital_Territory_of_Delhihttp://en.wikipedia.org/wiki/Metropolitan_areahttp://en.wikipedia.org/wiki/Metropolitan_areahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Literacy_ratehttp://en.wikipedia.org/wiki/Literacy_ratehttp://en.wikipedia.org/wiki/Hinduismhttp://en.wikipedia.org/wiki/Muslimhttp://en.wikipedia.org/wiki/Sikhhttp://en.wikipedia.org/wiki/Jainhttp://en.wikipedia.org/wiki/Christianhttp://en.wikipedia.org/wiki/Parsi_peoplehttp://en.wikipedia.org/wiki/Buddhisthttp://en.wikipedia.org/wiki/Jewhttp://en.wikipedia.org/wiki/Hindi_languagehttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Haryanvihttp://en.wikipedia.org/wiki/Rajasthani_languagehttp://en.wikipedia.org/wiki/Punjabi_languagehttp://en.wikipedia.org/wiki/Urdu_Languagehttp://en.wikipedia.org/wiki/Bihari_languagehttp://en.wikipedia.org/wiki/Bengali_languagehttp://en.wikipedia.org/wiki/Sindhi_languagehttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Teluguhttp://en.wikipedia.org/wiki/Garhwalihttp://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/wiki/Malayalam_languagehttp://en.wikipedia.org/wiki/North-East_Indiahttp://en.wikipedia.org/wiki/Marathihttp://en.wikipedia.org/wiki/Gujarati_languagehttp://en.wikipedia.org/wiki/New_Delhi_Railway_Stationhttp://en.wikipedia.org/wiki/Indira_Gandhi_International_Airporthttp://en.wikipedia.org/wiki/Safdarjung_Airporthttp://en.wikipedia.org/wiki/General_aviationhttp://en.wikipedia.org/wiki/National_Capital_Territory_of_Delhihttp://en.wikipedia.org/wiki/National_Capital_Territory_of_Delhihttp://en.wikipedia.org/wiki/Metropolitan_areahttp://en.wikipedia.org/wiki/Metropolitan_areahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Literacy_ratehttp://en.wikipedia.org/wiki/Literacy_ratehttp://en.wikipedia.org/wiki/Hinduismhttp://en.wikipedia.org/wiki/Muslimhttp://en.wikipedia.org/wiki/Sikhhttp://en.wikipedia.org/wiki/Jainhttp://en.wikipedia.org/wiki/Christianhttp://en.wikipedia.org/wiki/Parsi_peoplehttp://en.wikipedia.org/wiki/Buddhisthttp://en.wikipedia.org/wiki/Jewhttp://en.wikipedia.org/wiki/Hindi_languagehttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Haryanvihttp://en.wikipedia.org/wiki/Rajasthani_languagehttp://en.wikipedia.org/wiki/Punjabi_languagehttp://en.wikipedia.org/wiki/Urdu_Languagehttp://en.wikipedia.org/wiki/Bihari_languagehttp://en.wikipedia.org/wiki/Bengali_languagehttp://en.wikipedia.org/wiki/Sindhi_languagehttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Teluguhttp://en.wikipedia.org/wiki/Garhwalihttp://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/wiki/Malayalam_languagehttp://en.wikipedia.org/wiki/North-East_Indiahttp://en.wikipedia.org/wiki/Marathihttp://en.wikipedia.org/wiki/Gujarati_language


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CHAPTER -5


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FINDINGS


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CONCLUSION

Traditionally, the term Marketing has been a term applied to the craft of linking the

producers of a product or a service with customers, both existing and potential. However,

in popular usage the term refers to the promotion of products, especially advertising and

branding. In professional usage the term refers to a customer centered product, and for our

purposes, a city.

The traditional Marketing Mix, otherwise known as The four Ps, consists of Price,

Promotion, Product and Placement. Not only do cities focus on the Marketing Mix, but

also on Relationship Marketing (marketing them from a long term relationshipperspective), rather than individual, one-time transactions. A municipality is defined as an

administrative local area generally composed of a clearly defined territory and commonly

referring to a city, town, or village government.

Cities across the India are striking deals with corporate sponsors in an effort to raise

money for municipalities. This has become a trend in order to balance budgets.

This trend is driven by city officials trying to balance the budgets. Citizens expect more

from government, but they dont want property or sales taxes to increase. says Douglas

Peterson, who studied the issue for the National League of Cities. These way cities can

balance budgets easier without raising taxes. Although it looks like it could be a win-win

situation, it has gotten plenty of criticism for selling out city resources.


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CHAPTER -6


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BIBLIOGRAPHY

Research Paper on Branding the City through Culture and Entertainment by Kavaratzis

Mihalis Urban and Regional Studies Institute University of GroningenResearch Paper on City Branding All Smoke, No Fire? by Jorgen Stigel & Soren

Frimann Nordicom Review 27 (2006), pp.245-268

Research Paper on Beyond the Logo: Brand Management for Cities by Gregory

Ashworth and Kavaratzis Mihalis in 3rd Octuber, 2007

INTERNET

www.wttc.org/eng/tourism_research/economic

www.itopc.org

www.delhitourism.com

www.kerlatourism.comwww.goatourism.com

Newspaper

Travel ET

Yatra
http://www.wttc.org/eng/tourism_research/economichttp://www.itopc.org/http://www.delhitourism.com/http://www.kerlatourism.com/http://www.goatourism.com/http://www.wttc.org/eng/tourism_research/economichttp://www.itopc.org/http://www.delhitourism.com/http://www.kerlatourism.com/http://www.goatourism.com/


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ANNEXURES

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