I. COMPANY PROFILE:

Energia Wellbeing was founded in 2011 as a private limited company to provide services, which

were based on the scientific applications of preventive, developmental and positive psychology.

Within three years of its opening, first branch office in the city of Pune was started. 

By the end of third year our dynamic team serviced 100000 students in 400 Education Institutions,

NGO and Multinational companies. 

Our team has worked dedicatedly for long hours on research, new concept generation, market

surveys, creating business plan from scratch, and developing in house state of the art IT platform. In

the face of enormous challenges, the resilience, optimism and hard work of our people helped us

emerge stronger than ever. 

Domestic and foreign expansion followed, and we made fundamental reforms to our organizational

structure. We are working towards having international tie-ups, which is another step of making us

a truly global organization

1. History:

Energia Wellbeing is a Mumbai-based start-up venture, established in September 2011. Our

professional team includes 70 plus a well-rounded mix of people management consultants, HR

professionals, psychologists, psychiatrist, and business strategic management team. We engage

clients across multiple sectors, ranging from education institutes to corporate. We provide end

to-end scientifically designed solutions using applications of Preventive, Positive and

Developmental Psychology and specialize in the use of highly advanced Psychometric

Evaluations. We also enable delivery of mandates via sophisticated technology platforms.

We understand the impact of globalization, increasingly diverse and interconnected populations,

and rapid technological change are posing new and demanding challenges to individuals and

societies alike. School systems are investing in enhancing the knowledge and skills of students

and helping them prepare to face the 21st century challenges.

Energia Wellbeing firmly believes in the ability of every individual to achieve success in his/

her chosen field and lead to self-actualization. Our aim is to provide intervention models that

prepare students for increasingly complex life and work environments in the 21st century.

2. Vision:

To empower people at individual, team and organizational levels using principles of positive

psychology to redefine human potential by creating insight among individuals, we can broaden

their horizons and bring about a self-transformation.

We wish to be a Pan Indian player with a vision to provide a platform for the young Indian

population where they can learn 21st Century essential skills, knowledge and master to succeed

in work and life.

Energia Wellbeing has designed engaging models for enhancing the learning process of the

essential skills for success in today’s world, such as emotional resilience, critical thinking,

problem solving, communication and collaboration.

3. Mission:

To maximize human potential through a combination of psychometric assessments and tailored

made interventions which promote learning & growth across all levels.

4. Objective of the Project

This project will be a learning device for the marketing student.

The main scope of the study was to put into practical the theoretical aspect of the study

into real life work experience.

The main purpose of our study is to render a better understanding of the concept

“Creating brand awareness of services”.

To understand the planning and advertisement to providing services in company.

To measure by calling in colleges and communicate placement Officer College and

aware product services.

To tie-up colleges and providing services.

5. Core Team of Energia – India:

Ambereen Pradhan, Masters in Developmental and Counselling Psychology, R.E.B.T

and NLP practitioner, 15+years of corporate experience in Industrial and Organization

Development Psychology.

Vineet Suneja, MBA, BE with 16+ years of corporate experience at GE, HSBC, Perfetti

and Intuit spanning Financial Services, FMCG and IT.

Summit Pradhan, MBA – Operations, with 14 years of corporate experience at ICICI

Prudential, Head operations - HSBC Insurance.

Tauseef Ansari, BE, with over 14 years of information technology experience at Aztec

soft, Cegedim and IMS Health.

Dr.Devendra Save, MD-Medicine Psychiatric, Consulting Psychiatrist working with

multiple corporate, Key member of Bombay Psychiatry Society.

Dr. Anukant Mittal, MD-Medicine Psychiatric, Consulting Psychiatrist and Unit Head

of UNESCO Bioethics, Key member of Bombay Psychiatry Society.

Sadaf Merchant, Clinical Psychologist and Psychometrician, experience in developing

assessments for education and corporate sector

Priyanka Biyani, HR professional and Counselling Psychologist, experience in creating

intervention for education and corporate sector

Atif Ansari, B.SC. (H & HA) 7+ years of corporate experience in marketing and

business development at GTL, EXL services, Ventura and Oakwood premier hotel.

Dr. Kamlesh Awdhutrao Mohod, Masters in Management, UK, B.O.Th. & REIKI

Master with 5+ years’ experience in sales at Otto Bock, Run Health Care, UK and Seven

Hills Hospital.

Umme Salma Babrawala, Masters in Clinical Psychology, Hypnotherapist, experience

in delivering workshops and career counselling.

Vaidehi Karanjikar, Masters in Clinical Psychology and Certified Counselor.

Experience in psychological assessments and interventions across sectors.

Juliet D’Souza (Counselling Psychologist) worked as school counselor and remedial

teacher for children for past 20 yrs.

6. Why Energia?

We specialize in application of psychology to human capital management at a mass level using

technology to deliver it. We offer a varied portfolio of assessments and interventions that assist

educational institutions to help achieve their academic and societal objective. Our wide range of

customized, scientific assessments helps to identify strengths and development areas of

students. The assessments are followed-up by identifying and providing scientifically

researched interventions to address learning gaps.

7. Working Structure of Energia and Core Service Areas :

Since inception we have worked with students, teachers and parents in 300 + education

institutions like primary and secondary schools, colleges, NGO working with underprivileged

children and with few known multinational companies like Axis Bank, Hindalco, JP Morgan

etc.

We have conducted psycho-education programs for over 1,00,000 students across the city of

Mumbai. We have delivered 20,000+ evaluation reports along with individual counselling

sessions. We have conducted ‘Teachers empowerment” sessions for over 6000 teachers,

lecturers and professors. We have provided vocational guidance sessions for over 4000

parents and have also organized career exhibitions for over 10,000 students.

In 2014 we have opened the first branch office in the city of Pune and International office in

Singapore to add to our existing 3 year old operations of Mumbai.

Assessments Exhibition Espresso Workshops

nergia Wellbeing Operating ModelE

Assessments are scientific tools

that help in gaining insight into

the individuals assesses

individual aptitudes, personality,

work styles, motivation and

values. Our assessments are

standardized and validated that

can be taken on advanced

technology platform through use

of computers. An individualized

detail interpretative report is

given for every assessment.

In this Exhibition, expert career

counsellors help students to

gain insight on higher education

and career possibilities. Energia

Career Exhibition guides in

planning for key career path

along with building insights for

identifying and designing

alternate career gateways. This

exhibition compromises of

multi – factorial benefits which

are directly linked to detailed

insights and awareness to

students, parents and school

authorities.

These are the customized

workshops which help to

enhance personal and

professional development

for students and teachers.

It offers insight and

guidance to the students

and teachers. It provides

training programs in

enhancing life and social

skills. Workshops will help

individuals recognize

critical strengths and

highlight development

needs.

II. SERVICES RENDERED AT ENERGIA:

1. Career Guidance and Counselling Programs:

Career counselling and career guidance are similar in nature to other types of counseling, e.g.

marriage or psychological counselling. What unites all types of professional counselling is the

role of practitioners, who combine giving advice on their topic of expertise with counselling

techniques that support clients in making complex decisions and facing difficult situations.

Career counselling or career guidance includes a wide variety of professional activities which

help people deal with career-related challenges. Career counsellors work with adolescents

seeking to explore career options, experienced professionals contemplating a career change,

parents who want to return to the world of work after taking time to raise their child, or people

seeking employment. Career counselling is also offered in various settings, including in groups

and individually, in person or by means of digital communication.

Professional career counsellors can support people with career-related challenges. Through their

expertise in career development and labour markets, they can put a person's qualifications, experience,

strengths and weakness in a broad perspective while also considering their desired salary, personal

hobbies and interests, location, job market and educational possibilities. Through their counselling and

teaching abilities, career counsellors can additionally support people in gaining a better understanding of

what really matters for them personally, how they can plan their careers autonomously, or help them in

making tough decisions and getting through times of crisis. Finally, career counsellors are often capable

of supporting their clients in finding suitable placements/ jobs, in working out conflicts with their

employers, or finding the support of other helpful services.

It is due to these various benefits of career counselling that policy makers in many countries publicly

fund guidance services. For example, the European Union understands career guidance and counselling

as an instrument to effectively combat social exclusion and increase citizens' employability

There is no standardized qualification for professional career counsellors, although various

certificates are offered nationally and internationally (e.g. by professional associations). The

number of degree programs in career guidance and/or career counselling is growing worldwide.

The title "career counselor" is unregulated, unlike engineers or psychologists whose

professional titles are legally protected. At the same time, policy makers agree that the

competence of career counsellors is one of the most important factors in ensuring that people

receive high quality support in dealing with their career questions.[9] Depending on the country

of their education, career counsellors may have a variety of academic backgrounds: In Europe,

for instance, degrees in (vocational/ industrial/ organization) psychology and educational

sciences are among the most common, but backgrounds in sociology, public administration and

other sciences are also frequent.[10] At the same time, many training programs for career

counsellors are becoming increasingly multidisciplinary.

TYPES OF TESTING:

People who participate in career counselling can benefit from the use of aptitude tests, or career

testing. Career testing is often done online and provides insightful and relatively objective

information about which jobs may be suitable for the test taker based on combination of their

interests, values and skills. Career tests usually provide a list of recommended jobs that match

the test takers attributes with those of people with similar personalities who enjoy/are successful

at their jobs. There are various ways to test an individual for which field he is suitable,

psychometric testing being one among them.

Psychometric testing covers a wide range of skills, interests and values of people and can be of

use in career counselling in different ways. For example, the information won from such tests

can be of help for the professionals who mentor, coach or counsel individuals. With

psychometric testing, there is no pass or fail, but the quality of the information won from the

tests can vary. Psychometric testing uses in-depth psychological profiles to assess personality

and intellectual levels. Different test companies use different theoretical approaches to testing,

such as the psychometric approach, the psycho-dynamic approach, the social learning approach

and the humanist approach. Usually, psychometric testing uses multiple sets of questions

relating to personality type, how the test taker would handle aspects of work and home life,

what his or her goals are for the future and his or her strengths and weaknesses. If the test taker

is honest and the employed tests follow scientific standards, the results should be fairly accurate

and useful for career counselling activities.

SOME QUESTIONS USUALLY ASKED:

What is a Career Guidance and Counselling Program?

It is a comprehensive, developmental program designed to assist individuals in making and

implementing informed educational and occupational choices. A career guidance and

counselling program develops an individual's competencies in self-knowledge, educational

and occupational exploration, and career planning.

Why is Career Guidance and Counselling Key to the Delivery of Vocational-Technical

Education?

Career guidance and counselling programs help individuals acquire the knowledge, skills,

and experience necessary to identify options, explore alternatives and succeed in society.

These programs better prepare individuals for the changing workplace of the 21st century

by:

teaching labour market changes and complexity of the workplace

broadening knowledge, skills, and abilities

improving decision making skills

increasing self-esteem and motivation

building interpersonal effectiveness

maximizing career opportunities

improving employment marketability and opportunities

promoting effective job placement

strengthening employer relations

Who Benefits from Career Guidance and Counselling Programs?

Everyone benefits--youth and adults, male and female, disabled, disadvantaged, minorities,

limited English proficient, incarcerated, dropouts, single parents, displaced homemakers,

teachers, administrators, parents and employers.

Where are Career Guidance and Counselling Programs offered?

Everywhere--elementary, junior and senior high schools, community colleges, technical

institutes, universities, career resource centres, correctional facilities, community-based

organizations, human services agencies, community and business organizations, skill clinics,

employment and placement services.

Where is Career Guidance and Counselling Working?

During 1997-1998, four career guidance programs were selected as exemplary in the

following sites:

Dorchester District Two Career Development Initiatives, Summerville, SC

La Crosse Central High School Guidance/Career Centre, La Crosse, WI

Lewis and Clark Community College: Career and Employment Services, Godfrey, IL

Rich South High School: Horizon Program, Richton Park, IL

What are the Key Components of Successful Career Guidance and Counselling Programs?

A planned sequence of activities and experiences to achieve specific competencies such

as self-appraisal, decision making, goal setting, and career planning

Accountability (outcome oriented) and program improvement (based on results of

process/outcome evaluations)

Qualified leadership

Effective management needed to support comprehensive career guidance programs

A team approach where certified counsellors are central to the program

Adequate facilities, materials, resources

Strong professional development activities so counsellors can regularly update their

professional knowledge and skills

Different approaches to deliver the program such as outreach, assessment, counselling,

curriculum, program and job placement, follow-up, consultation, referral

2. Child Counsellor:

A child counsellor provides counselling on a variety of problems and disorders, such as

relationship issues, depression due to family conflicts, exam-related anxiety and learning

difficulties such as dyslexia. S/he can also provide career guidance.

 

Often these counsellors need to counsel parents, too, to address the root cause of a problem.

Child counsellors work in hospitals and practise independently, too. As a counsellor, you should

have an inherent capacity to understand others, be a good balancer — understand the parents’

and the child’s viewpoints. You should be far-sighted and extremely sensitive in your

communication style. Respect the person who is coming to you. If you try to impose things,

communication could stop.

Education in India is called the Sunrise sector for investments by Delloite, the leading research

& audit firm in the world. This industry is estimated to be US $5.65 trillion by 2015 & the

constant demand is for quality education. However, the trouble for most education institutes still

lies in enrolment & shutting down of some programs from even leading names & brands in the

education sector.

Below are some latest facts about the Indian Education market:

Market size at US$ 3.83 trillion dollar

Higher education contributes to 59.7% & school education at 38.1%.

Foreign Direct Investment up to US$ 960.82 million in 2000-2014 period

Renowned universities like Shiv Nadar, Ashoka University etc. receiving private funding

Growing Govt. urban & rural initiatives for increasing gross enrolment ratio at primary level.

But on the flip-side:

35% of seats, on average, remain vacant in colleges typically management & engineering.

Gross Enrolment ratio (GER) still lower in higher education

Low employability of students

Universities & Institutes shutting down operation of few or all courses

Alumni losing academic credibility if their university shuts down, which leads to job

insecurity

Clearly, gap is between acquiring the right students since the population & demand for suitable

course is high. Traditional Approach of institutes towards Awareness building amongst student

population Our previous blog talks about the “Zero Moment of Truth in Education” which has

changed the landscape of decision-making by a student. Answer is the Digital media &

traditional approach of big print ads & hoarding are passé.

Digital becomes the single most critical factor to be introduced in the overall admissions agenda

for every institute today. No single collaborative effort towards Admissions Department Most of

the admissions process is handled by many people in the administrative, placement, student

body & faculty in the institute. This leads to mostly low accountability to each staff.

Adding a dedicated experienced team who will specialize in acquiring students is needed to

reduce this gap. Work involves right from brand awareness, digital marketing effort, student

engagement to online counselling & final enrolments. Hence, a student acquisition team

becomes necessary to bridge the gap.

3. Online Counselling:

Education means a lot to the student in various ways and can change his/her course of life.

Many factors like course structure, placement, college life, financial assistance etc. impact

decision-making and institute selection.

Setup trained online counselling team which can be reached round-the-clock in various ways

like calling, live chat, email etc. One-to-one conversation is the best form to enroll the student.

4. SOI:

SOI - Structure of Intellect Watch the students gain confidence in their learning abilities and

progress through their curriculum more easily.

Structure of Intellect (SOI) is a system of assessments and training materials that develop

intellectual abilities. We equip students with the necessary intellectual skills to learn subject

matter, do analytical thinking, become more creative, and learning how to learn.

If a student is having difficulty learning, the cause could be a lack of learning/intellectual

abilities. SOI has developed diagnostic tests and programs to meet the thinking, reasoning, and

intellectual needs for these students.

SOI Systems is dedicated to nurturing multi-faceted intelligence, and to the creation of the most

effective and practical means of assessment and treatment for learning difficulties.

Those who have used SOI tests and training materials have reported higher achievement,

successful school and experiences, and improved self-concepts.

FEATURES:

IDENTIFY STRENGTHS & WEAKNESSES: SOI is a system of tests and training materials to

develop intellectual learning abilities necessary for academic success. Train weak abilities and

enhance strong ones.

REMEDY LEARNING FAILURE: The key to remedy learning failure is to know why the

failure is occurring and to have a systematic treatment for eliminating the cause. SOI helps with

both.

RECOGNIZE HIGHER-LEVEL THINKING : SOI tests can be used for the aptitude portion of

the selection process for gifted programs. See areas of giftedness as well as abilities in need of

development.

EMPOWER YOUR STUDENTS: Watch students gain confidence in their learning abilities and

progress through their curriculum more easily.

INTEGRATE MIND & BODY: Get to the root of learning difficulties by addressing the visual,

auditory, and sensory integration problems that often cause poor academic performance.

INCREASE LEARNING POTENTIAL: SOI provides you with the necessary tools so that all

of your students can reach their full learning potential.

THE SOI PROCESS

1. Assessment : The SOI test will identify the student’s learning abilities. Tests are appropriate

for ages five through adult.

2. Diagnosis : An analysis is generated based on the student’s test scores. It profiles the

following areas: cognition, evaluation, memory, creativity, and problem-solving.

3. Treatment: Personalized training materials in the form of paper-pencil and/or computer are

available based on the student’s test results. Low abilities are targeted at the beginning of

the program. Average to high abilities is further strengthened.

III. CONCEPTS LEARNED:

BRAND ELEMENTS:

Brands typically comprise various elements, such as:

Name: the word or words used to identify a company, product, service, or concept

Logo: the visual trademark that identifies a brand

Tagline or catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels

Graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand

Shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are

trademarked elements of those brands

Colours: Owens-Corning is the only brand of fiberglass insulation that can be pink.

Sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous

example.

Scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked

Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and

spices for fried chicken

Movements: Lamborghini has trademarked the upward motion of its car doors

BRAND COMMUNICATION:

Brand communication is important in ensuring brand success in the business world and refers to

how a business transmits its brand message, characteristics and attributes to their consumers.]

One method of brand communication, which can be exploited by companies, is electronic word

of mouth (eWOM). EWoM is a relatively new approach identified to communicate with

consumers, one popular method of eWOM is social networking sites (SNSs) e.g. twitter.[ This

study found that consumers classed their relationship with a brand as closer, if that brand was

active on a social media site i.e. Twitter.

It was further found that the more consumers ‘retweeted’ and communicated with a brand, the

more they trusted the brand. Thus suggesting that a company should look to employ a social

media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating

their brand message. McKee (2014) also looked into brand communication and stated that when

communicating a brand, a company should look to simplify its message as this will lead to more

value being portrayed as well as an increased chance of the brand being recalled and recognized

by their target consumers. When communicating a brand, in 2012, Refer identified that, if the

company in question, is a global organization or have future global aims they should look to

employ a method of communication which is globally appealing to their consumers and choose

a method of communication with will be internationally understood. One aspect a company can

do this is when choosing a product or service’s brand name, as this name will need to be

suitable for the market place that it aims to enter. It is important that if the company wishes to

pursue global business, the company name chosen will need to be suitable in different cultures

and not cause offensive or be misunderstood. It has also been found that when communicating a

brand a company needs to be aware that they must not just visually communicate their brand

message and should take advantage of portraying their message through multi-sensory

information.] Anon, (2007) suggests that other senses, apart from vision, need to be targeted

when trying to communicate a brand with consumers. Therefore, when looking to communicate

a brand with chosen consumers, a company should investigate a channel of communication,

which is most suitable for their short term and long term aims and should choose a method of

communication which is most likely to be adhered to by their chosen consumers.

BRAND IDENTITY:

The outward expression of a brand – including its name, trademark, communications, and visual

appearance – is brand identity. Because the identity is assembled by the brand owner, it reflects

how the owner wants the consumer to perceive the brand – and by extension the branded

company, organization, product or service. This is in contrast to the brand image, which is a

customer's mental picture of a brand. The brand owner will seek to bridge the gap between the

brand image and the brand identity. 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 product's 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, businesses

research consumer's brand associations.

The visual brand identity:

The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geismar), one of

the first visual identities to integrate logotype, icon, alphabet, colour palette, and station

architecture. A brand can also be used to attract customers by a company, if the brand of a

company is well established and has goodwill. The recognition and perception of a brand is

highly influenced by its visual presentation. A brand's visual identity is the overall look of its

communications. Effective visual brand identity is achieved by the consistent use of particular

visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the

core of every brand identity is a brand mark, or logo. In the United States, brand identity and

logo design naturally grew out of the Modernist movement in the 1950s and greatly drew on the

principles of that movement – simplicity (Mies van der Rohe's principle of "Less is more") and

geometric abstraction. These principles can be observed in the work of the pioneers of the

practice of visual brand identity design, such as Paul Rand, Chermayeff & Geismar and Saul

Bass. Color is a particularly important element of visual brand identity and color mapping

provides an effective way of ensuring color contributes to differentiation in a visually cluttered

marketplace (O'Connor, 2011)

BRAND TRUST;

Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the

intangible aspect of Brand trust impacts the behavior and performance of its business

stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with

all stakeholders, converting simple awareness to strong commitment. This, in turn,

metamorphoses normal people who have an indirect or direct stake in the organization into

devoted ambassadors, leading to concomitant advantages like easier acceptability of brand

extensions, perception of premium, and acceptance of temporary quality deficiencies.

The Brand Trust Report is a syndicated primary research that has elaborated on this metric of

brand trust. It is a result of action, behavior, communication and attitude of an entity, with the

most Trust results emerging from its action component. Action of the entity is most important in

creating trust in all those audiences who directly engage with the brand, the primary experience

carrying primary audiences. However, the tools of communications play a vital role in the

transferring the trust experience to audiences which have never experienced the brand, the all-

important secondary audience.

BRAND PARITY:

Brand parity is the perception of the customers that some brands are equivalent. [28] This means

that shoppers will purchase within a group of accepted brands rather than choosing one specific

brand. When brand parity is present, quality is often not a major concern because consumers

believe that only minor quality differences exist.

EFFECTIVE BRANDING:

Effective branding can result in higher sales of not only one product, but of other products

associated with that brand. Brand development takes time to produce and oftentimes handled by

a design team. For example, if a customer loves Pillsbury biscuits and trusts the brand, he or she

is more likely to try other products offered by the company - such as chocolate-chip cookies, for

example. Brand is the personality that identifies a product, service or company (name, term,

sign, symbol, or design, or combination of them) and how it relates to key constituencies:

customers, staff, partners, investors etc.

Some people distinguish the psychological aspect (brand associations like thoughts, feelings,

perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand)

of a brand from the experiential aspect. The experiential aspect consists of the sum of all points

of contact with the brand and is known as the brand experience. The brand experience is a

brand's action perceived by a person. The psychological aspect, sometimes referred to as the

brand image, is a symbolic construct created within the minds of people, consisting of all the

information and expectations associated with a product, service or the company providing them.

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 can therefore become one of

the most valuable elements in an advertising theme, as it demonstrates what the brand owner is

able to offer in the marketplace. The art of creating and maintaining a brand is called brand

management. Orientation of an entire organization towards its brand is called brand orientation.

Brand orientation develops in response to market intelligence Careful brand management seeks

to make the product or services relevant to the target audience. Brands should be seen as more

than the difference between the actual cost of a product and its selling price – they represent the

sum of all valuable qualities of a product to the consumer.

A widely known brand is said to have "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. Brand recognition is most successful when people can state a

brand without being explicitly exposed to the company's name, but rather through visual

signifiers like logos, slogans, and colors. For example, Disney successfully branded its

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 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 can 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 perceived quality of the brand or on the basis of the reputation of the brand

owner.

BRAND AWARENESS:

Brand awareness is a customers' ability to recall and recognize the brand, the logo and the

advertisements. It helps the customers to understand to which product or service category the

particular brand belongs and what products and services sell under the brand name. It also

ensures that customers know which of their needs are satisfied by the brand through its products

(Keller). Brand awareness is of critical importance in competitive situations, since customers

will not consider a brand if they are not aware of it.

Various levels of brand awareness require different levels and combinations of brand

recognition and recall:

Most companies aim for "Top-of-Mind". Top-of-mind awareness occurs when a brand pops

into a consumer's mind when asked to name brands in a product category. For example,

when someone is asked to name a type of facial tissue, the common answer is "Kleenex",

represents a top-of-mind brand.

Aided awareness occurs when consumers see or read a list of brands, and express familiarity

with a particular brand only after they hear or see it as a type of memory aide.

Strategic awareness occurs when a brand is not only top-of-mind to consumers, but also has

distinctive qualities which consumers perceive as making it better than other brands in the

particular market. The distinction(s) that set a product apart from the competition is/are also

known as the Unique Selling Point or USP.

Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to

maximize the impact on brand awareness or on sales. Managing brands for value creation will often

involve applying marketing-mix modeling techniques in conjunction with brand valuation.

Measuring brand awareness:

Branding campaigns have a unique goal: to raise awareness and visibility of your product, service,

or cause. To help reach these objectives, you can use your AdWords campaigns to increase traffic

to your website or encourage customers to interact with your brand.

Once you've established your branding campaign's goals, you can choose the best places to show

your ads, and then measure success by monitoring impressions, conversions, and other statistics.

Generally, you'll want to try to place your ads in front of as many people as possible within your

target audience.

Most advertisers with branding goals are primarily concerned with creating brand awareness. They

may want to track conversions like page views instead of purchases. For example, an advertiser

that's introducing a new energy drink wants to create awareness and interest among as many sports

enthusiasts as possible, and isn't necessarily concerned with selling actual bottles of the drink

online.

What to measure for brand awareness ?

1. Impressions: Impressions are important to track in any campaign, no matter what your

goals are. But they can be especially important in branding campaigns, because they

represent how many customers actually laid eyes on your ad. You might not care whether

they ended up buying anything from your site, but you do want them to remember that

catchy new slogan you paid big bucks to develop and share with the world.

2. One way to really prioritize impressions is to create a cost-per-thousand impressions

campaign (rather than a cost-per-click campaign). That way you'll pay based on the number

of impressions your ads have received, rather than by the number of clicks they've gotten.

3. Customer engagement: If you're focused on branding, you can use click through rate

(CTR) to measure customer engagement for Search Network ads. On the Display Network,

though, user behavior is different, and CTR isn't as helpful. That's because customers on

sites are browsing through information, not searching with keywords. Also, on a busy

Display Network page, an ad has to compete more to get the attention of a reader than it

would on a search page. It's more important to try to achieve a good CTR on the Search

Network (1% or higher) than on the Display Network, where clickthrough rates are

frequently lower. You may want to consider other measurements likeconversions for

Display Network ads.

4. Conversions can help you see whether your ads are driving branding-related visitor behavior

you think is valuable, such as sign-ups or page views. After all, aren't you curious how

many people join your mailing list after watching that expensive video ad your company

just created?

5. Reach and frequency: Reach is the number of visitors exposed to an ad. Increased reach

means that an ad is exposed to more potential customers, which may lead to increased

awareness. Frequency is the average number of times a visitor was exposed to an ad over a

period of time.

How to Increase Brand Awareness for a Product?

Your company may offer the greatest product in the world, but unless any consumers are aware

of it, you may not make a single sale. One of your most important jobs as a business owner is to

create brand awareness for your product. To ensure your product gets the best visibility

possible, consider a wide variety of marketing strategies and options. Once you start making

sales, ensure that the quality of your product doesn't drop, as word-of-mouth recommendations

can promote your brand with no cost to you.

Step 1: Leverage the Web. Most homes and businesses in the U.S. are online, and mobile

phones commonly have Internet access. Promote awareness of your brand by developing a

website. Hire a search engine optimization company or learn the process on your own to ensure

that your website appears high in Web search results. Contact website owners in related

industries to see if you can place ads on their websites.

Step 2: Create a social media presence. Social media sites such as Facebook and Twitter can be

vital tools in developing brand awareness because they serve as forums where consumers

discuss their lives, including their purchases and items they like. When a customer likes your

product and tells people about it, she’s doing free work to increase your brand awareness for

you. The easier you can make it for people to provide a link to your company so others may

follow, the more people will become aware of your brand.

Step 3: Advertise using traditional methods. While the use of print media may be declining in

the face of electronic communications, many consumers still read newspapers and magazines.

You may be able to use the declining significance of print publications to your advantage by

negotiating a lower advertising rate. Create attention-grabbing advertisements that prominently

display your product and explain its value. Contact local or even national publications and work

with their advertising departments to insert your ads in the most prominent way possible. Select

publications that appeal to your target customers. For example, if your product helps investors

manage their stock portfolios, select financial publications. Ask your local newspaper if it will

run free or discounted ads for local businesses or if it offers any promotional opportunities to

encourage consumers to buy locally.

Step 4: Sponsor public events. If you host or contribute to a charity event, such as a golf

tournament, you can prominently display the name of your company or product to consumers

with disposable income. In addition to the benefit of having your name or logo in front of these

potential customers, your company and products may be seen in a favorable light for

contributing to charity. Contact local charities you support to gauge their level of interest in

your sponsorship. Suggest events such as milestone celebrations for long-running institutions or

weekend family events that would generate buzz and publicity both for the organization and

your product. Network with business leaders, local politicians and media sources to broaden the

reach of your product.

Step 5: Display your product prominently in stores. There is no more fundamental way to

increase the awareness of a brand than to place it in potential customers' line of sight. Sell your

product at locations where people congregate, such as a check-out line. The longer a customer

sees your product, the more likely she'll remember it. On a store shelf, place your product at eye

level, making it easy for customers to notice. Note some of the product's notable qualities on the

product packaging in a bold and attractive design, so that it draws the attention of even those

who aren't planning to buy it.

BUILDING CUSTOMER AWARENESS:

Target the desired customer base. From there, the business can more easily assess what it needs

to do to increase customer awareness. For instance, a customer awareness strategy will focus on

different audiences depending on if the product is toys, car products or walkers for those with

mobility issues. In each case, the business will use different advertising campaigns to increase

customer awareness. Every business needs to overcome certain challenges so the customer

understands the benefits of working with that particular company.

i. Promoting the Website:

A website helps create a worldwide customer base. Customers no longer limit themselves to

buying from a specific geographic location. A customer might research a product and then

follow up with a catalog or phone order instead of a personal visit to the company location.

Hiring a graphic designer can assist a business in projecting the type of image they want to

portray. Coordinating business cards, marketing materials and additional advertising all further

enhance customer awareness. Consistency in design helps customers connect that logo with the

business and product.

ii. Add Value:

Every customer will determine value in different ways. Brand awareness can give your business

that “edge” in making your customers aware of the extra value your company offers. This might

be in the form of service, such as three free oil changes in a year with the purchase of a

motorcycle. Your packaging might be slightly larger, which brings increased quantity. Your

location might be unique and easily accessible. The business may sponsor special events,

promote volunteer service or support a worthwhile organization. You will need to decide which

one of these avenues will work best for your company.

Finally, give the business the time needed to develop brand awareness. In most cases, this

process does not happen overnight. While the ultimate goal is for the company to identify the

success level of brand awareness campaigns, the business should always continue to appreciate

and track even the slightest progress.

WHAT ARE TYPES OF BRANDING?

Branding is an important marketing tool used to stimulate recognition. When a product, service,

person or place is branded, it develops a personality and a reputation. A successful branding

campaign results in a name, design, logo or other recognizable symbol that stands out among its

competitors.

Product:

Products enjoy some of the most common types of branding. Walking through supermarket

or retail store aisles is an easy way to understand product branding. Certain labels will jump

off the shelves because they have achieved their marketing goals. Successful product

branding is what nudges a consumer to choose one brand over another. The brand has

established a reputation as the best or most popular in its class. Think of soft drinks, athletic

shoes, computers or jeans and see what brand names pop into your head first. These are

prime examples of product branding.

Personal:

Personal branding is a popular marketing tool among athletes, musicians, politicians and

other celebrities. A politician will attempt to brand himself into the type of person the voters

want to put in office. A celebrity often becomes self-branded based on his own personality,

while others are molded by public relations firms and agents. In addition to a personal

brand, a celebrity might become associated with products bearing his name.

Corporate:

Corporate branding is essential for any business that wants to develop a reputation in the

marketplace. Everything the company does has an effect on its image. A corporation

markets its product or service, its corporate culture, its employees and its contributions to

the community. A corporation's branding can become tarnished overnight because of an

industrial disaster or a poor decision by management. If the damage is severe, a corporation

might start over with an entirely new strategy for branding a completely new image.

Geographic:

Geographic or regional branding conjures images of certain products or services when the

name is mentioned. While the Southwest region of the U.S. might be known for spicy foods,

the Midwest is known for steaks. The tourism industry uses branding to lure travelers to the

area. Southern states boast their sunshine and beaches, while mountainous areas become

known for winter sports such as skiing and snowboarding.

Cultural:

Cultural branding develops a reputation about the environment and people of a particular

location or nationality. New Englanders are thought to be hard-working, and perhaps too

serious, while New Yorkers are viewed as people always on the go and moving at a rapid-

fire pace. Cultural branding is another tool in tourism such as inviting travelers to

experience the Amish country.

Employer branding: - in this focus is done on the employees to understand mission, vision,

aim, service. This is to make employees understand that they have to maintain old customers

with corporate branding.

Cause branding: - it is related to that effort oh the company to attract the customers from

which the customer can get benefited on personal level under this a fixed amount of profit is

given to the social charity or for the conservation of wild life.

Co-branding:- it means is to remain more and more with the customer at the time of its

need and ant time. This branding comes under one stop category like small grocery store

with the gas station, banking facilities within the grocery store, family entertainment center

etc.

Spirit branding: - in this brand is associated with the feelings of the customers. They enter

the market with sensational ad campaign and slogans.

Community branding: - in this the company can do any good work for a special

community or group. In this branding company and employees can involve some outreach

program also which will help the needful, help the old people, contribute to the public

education, employment for the unemployed. This is like a promise to that community that

the company is their partner in profit.

IV. INTERNSHIP PROFILE:

I was part of Energia Well Being Pvt Ltd for my Summer Internship in the month of May & June

2015. Energia is located at its branches of Mumbai, Pune & Singapore. I was as a Intern there for

this Two months Working as a Management Trainee in Sales & Marketing at Mumbai Branch of

Lower Parel.

I as a Management Trainee did many things which was necessary for the organisation & part of my

Internship.

I used to do Research Work For the Institutes for Mumbai Branch & Pune Branch as well, I used to

collect all the Database of the Private Institute for tie ups purpose. I had did the pitching call for

fixing Appointments for Business Proposal also so that after the Appointment being Fixed my CEO

or Product Head used to go and that tie up was regarding to refer student or for Career Fair of the

students in the different college premises

Work Done / Responsibilities from my site:

I did the research work for Institutes of Mumbai & Pune

I have collected Database for the Institutes

Searched Different Streams of Different Institutes like :-

Digital Marketing

Interior Designing

Fashion Designing

Architecture

Law & Management Institutes

Aviation

Mass Media

Film Making

Banking & Finance

Cosmetology

I did the Calling also for Appointment purpose , I used to do the pitching to different

institutes

OBJECTIVE OF THE STUDY:

PRIMARY OBJECTIVE:

To create brand awareness about Energia.

SECONDARY OBJECTIVE

To measure / determine the brand image, perceptions, attitudes and behavior of the

customers with respect to Energia.

SCOPE OF THE STUDY:

The scope my study is create awareness about my organization. Brand awareness is very

important for every organization. It helps the organization create a name for the organization

and also help students and organizations.

LITERATURE REVIEW:

According to theory, consumer choose a brand they recognize, before an unfamiliar brand. If the

consumer do not choose according to theories, what are the factors that have a greater effect on

the buying behaviour?

There is not much research about the effect of brand awareness on brand choice, which is why

this subject was investigated. One of the purpose of this dissertation was to do a research about

brand awareness, to see to what extent it matters when purchasing the first time in an unfamiliar

environment. One of the objectives was to determine if there were any differences in buying

behaviour between the choosen cultures. The research group was limited to the students from

China, India and Iran at Kristianad University. Due to the low number of participants from

India, we had to exclude them from our analysis.

The research questions were important since they structured the problem that was to be

answered and made it easier to limit the scope of the dissertation. The questionnaire that was

handed out reflected our research questions. This made it possible to observe which product the

students recognized most and which product recognized the least.

The conclusion of the dissertation was that all investigated factors had some importance for

choice of brand, while quality had a greater effect on brand choice than brand awareness.

Further, there was no difference in buying behaviour between the cultures. Finally, it was not

possible to state any difference in buying behaviour the first time compared to today.

CLIENT SERVICE:

“The key to our client service is our seamless integration of state of the art technology, deep

industry and functional expertise with tools and capabilities to support execution and delivery

our program —on a large scale. Our office hours from 9.30 am to 6.00 pm 5 days a week and

9.30 am to 2.00 pm on Saturdays to attend to your queries 

Confidentiality: Every information/data received during our interactions with our clients will

remain in strict privacy. Necessary controls are in place to ensure that every client data is safe

and secure with us. Client data will only be used for internal analysis and utmost care is taken to

maintain that information is accessible only to those authorized to have access. 

Understanding the Customer: Knowing and understanding customer needs is at the very centre

of our business model. Special efforts are made to understand the customer’s individual needs

and our products are customized to meet specific client requirements. Providing individualized

attention to each customer and communicating with them in a language that they understand are

areas which are effectively managed. 

Reliability: We take pride in our ability to perform the promised service in a dependable and

accurate manner. We work on the concept of “First Time Right” where we ensure that service is

performed right on the first occasion itself. 

Competence: We are a team of trained, experienced, certified psychologists & professionals

who possess the required skills and knowledge to perform their respective roles. Every

employee is willing to go all out to help customers and to provide a prompt and timely service. 

Value Customer Feedback: We act on customer feedback and make conscious effort to bring

about necessary changes to improve our services. Getting feedback from customers is very

important for us. It gives us a sense of how well the company is doing in serving the end

customer’s needs.

THE WORKING OF ENERGIA:

Step 1: “STIMULUS” to enquire for the course or institute.

Step 2: This did not exist before the advent of Web 2.0 & increased penetration of internet

in India.

Step 3: “First moment of truth” is where the student encounters the course/institute

information via brochure, visiting the institute or enrolment.

Step 4:  “Second moment of truth” is the actual experience with the institute.

Going back to Step 2:

“Zero Moments Of Truth” happens digitally & it is impactful since it happens right at the

beginning and may or may not lead to further steps. Students today have many options and

do not have time to explore every institute at first & second moments of truth. So how to

design your institute’s ZMOT in 5 steps?

1.Develop a Strong Digital Presence:

Be it on web or mobile, your institute should be easily searchable.

Website with right user experience which engages student

Good visibility in Google search results through top keywords &

Google search becomes your PR round-the-clock.

Keep track of what is being said about your institute online

2.Clear Doubts posted online by students:

In the process of sourcing information students often ask a lot of questions online. Institutes

should reply to relevant queries to help the students get the right information.

Remember, an institute with a helping hand will have a higher chance of being in the

consideration set within all institutes. It also adds a positive image to your institute.

3.Publish relevant content:

Apart from solving queries, take the leadership role in truly assisting students with quality

content. Topics can range from “5 tips to prepare for upcoming CAT/IIT exams”, “How to

better manage your exam time” etc. Publish this on relevant top education portals.

Keep the conversation on by replying to comments posted by students. Constant

engagement with students establishes top-of-mind-recall for institute.

4.Online Counselling:

Education means a lot to the student in various ways and can change his/her course of life.

Many factors like course structure, placement, college life, financial assistance etc. impact

decision-making and institute selection.

Setup trained online counselling team which can be reached round-the-clock in various

ways like calling, live chat, email etc. One-to-one conversation is the best form to enroll the

student.

5.Replicate the experience everywhere:

Make sure to have consistency everywhere, from website to institute’s campus. Since the

actual experience will eventually go back to being online, in form of post, check-in, likes,

pictures or discussion forums. This also becomes some other student’s ZMOT and has a

viral effect. Hence, it all goes back to the Zero Moment of Truth, again!

EDUCATION SYSTEM IN INDIA:

Education in India is called the Sunrise sector for investments by Delloite, the leading

research & audit firm in the world. This industry is estimated to be US $5.65 trillion by

2015 & the constant demand is for quality education.

Education Sector in India is never-ending sphere, which is growing at a steady speed. Since

the time of its inception, education sector has been given an utmost importance for the

growth of the nation and the people.

In the past, traditional courses like medicine, law and other subjects were considered the top

most courses by prospective students, but now times has changed and the students are

seeking for other unusual courses options like telecommunication engineering, automobile

engineering, radio jockeying, news anchoring, event management, content writing, and

other courses which are the most sought after courses.

The widening of courses and the changing trends in education sector has created a broader

choice for students to decide their career as per their core interest and aptitude. The benefits

of having such unconventional courses are not restricted to students, but are also

beneficial .for the colleges, educational bodies, corporate and nation at large.

In India, private sector has a strong hold in education industry starting from pre-schools to

universities, formal IES accounts for almost US$~ billion, non-formal IES US$~billion and

together almost US$~ billion in 2009.

However, the trouble for most education institutes still lies in enrolment & shutting down of

some programs from even leading names & brands in the education sector.

Below are some latest facts about the Indian Education market:

Market size at US$ 3.83 trillion dollar

Higher education contributes to 59.7% & school education at 38.1%.

Foreign Direct Investment up to US$ 960.82 million in 2000-2014 period

Renowned universities like Shiv Nadar, Ashoka University etc. receiving private funding

Growing Govt. urban & rural initiatives for increasing gross enrolment ratio at primary

level.

But on the flip-side:

35% of seats, on average, remain vacant in colleges typically management & engineering.

Gross Enrolment ratio (GER) still lower in higher education

Low employability of students

Universities & Institutes shutting down operation of few or all courses

Alumni losing academic credibility if their university shuts down, which leads to job

insecurity

Clearly, gap is between acquiring the right students since the population & demand for

suitable course is high.

Reasons why this gap remains so large:

1.High Competition-Low Seat Ratio in Top Institutes = Race for only the top-ranked

With increasing competition in top B-schools & engineering institutes, the seat-to-application

ratio is huge in top ranked institutes. Sometimes students take additional break in their academic

sessions to re-appear in the competitive exams.

Students are blinded towards only getting in the top league. However, there are good

alternatives which students are unaware of & can help them in reaching their career goals faster

in lesser time.

2.Traditional Approach of institutes towards Awareness building amongst student

population

Our previous blog talks about the “Zero Moment of Truth in Education” which has changed the

landscape of decision-making by a student. Answer is the Digital media & traditional approach

of big print ads & hoarding are passé.

Digital becomes the single most critical factor to be introduced in the overall admissions agenda

for every institute today.

3.No single collaborative effort towards Admissions Department

Most of the admissions process is handled by many people in the administrative, placement,

student body & faculty in the institute. This leads to mostly low accountability to each staff.

Adding a dedicated experienced team who will specialize in acquiring students is needed to

reduce this gap. Work involves right from brand awareness, digital marketing effort, student

engagement to online counselling & final enrolments.

Hence, a student acquisition team becomes necessary to bridge the gap.

With that, I would like to highlight the importance of a new education domain-specific product

called as Student Acquisition Solution (SAS).

SA is your strategic partner in making regular admission department of your institute/university

into a robust engine which combines the “Power of 4” rolled into 1 viz.

1.Digital Marketing

2.Online Counselling

3.Business Consultancy

4.Technology

To elaborate this, the image below shows how a student is acquired by this process:

Reach| Engage | Sell

3-step process of “Reach | Engage | Sell”:

“Reach”

Digital Marketing awareness & lead generation program brings more enquiries to the institute.

Strategy is developed to attract the right & potential students for the institute.

“Engage”

Once the student has enquired, appropriate counselling by the trained online sales team takes

place to handle queries & convince them for admission in your institute. Engagement marketing

tactics like e-mail marketing etc. also tracks the student through the admission process.

“Sell ”

Convincing skills, industry knowledge and personalised follow-up of the counsellor with the

help of marketing automation & lead management tools converts a prospect into a confirmed

enrolment.

5 Factors to Increase Seat Occupancy of Your Institution:

1. Build the trust factor

Institute Ratings, Industry Interface & Placement being top priority must be spoken about

through proper channels. Trust becomes the single most important factor in education

segment& past records really help.

Identifying the right channels for your brand and striking the right reach & frequency mix

requires a specialist in the media domain. More you give out information, higher the brand

recall value.

2. Highlight your credentials

Statistics & major achievements on academic and non-academic front, leads to more and

more confidence in student’s mind.

Round-the-year an institute goes through so many events like inter-collegiate competitions,

placement, co-curricular line-ups etc. which can be highlighted on your website and

promoted as well. Showcase it on your website and campaigns to reach a larger population.

3. Speak with the student community

Aspiring students have many doubts which they discuss online. With the number of

education specific online forums mushrooming by the day, engaging with the students

constantly is of significance.

However since the digital landscape is vast, Online Reputation Management & Content

Marketing tools needs to be executed by a specialist. More you engage, higher the top of the

mind value.

4. Micro-manage your admissions department

You have the promotional campaign & engagement plan ready. What next? Place a good

online counselling team in place. Clear all doubts of students and enrol the student on-board.

What’s the point of campaigns if it doesn’t lead to admissions?

Also, the most difficult piece is convincing the student to join an institute with so many

options in education available. Trained counsellors with convincing skills are required who

are highly effective.

5. Move to non-traditional ways of advertising

Students today rely heavily on Digital Media for all the information. It’s important to have a

strong digital presence.

Digital comes handy in all aspects of student life cycle process right from awareness building

to having a conversation with, influencing the decision and finally enrolling him/her. Hence,

it becomes one platform to reach, engage and enrol the student.