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This topic was undertaken during my summer internship at Vodafone in April, 2012. the job was to understand the importance of branding, particularly in store branding for vodafone in multi-brand outlets. to understand the the effect of point of sale materials on both customers and retailers. a detailed market survey was conducted in Bangalore covering 12 towns and some 250 retail outlets. the second part of my internship was to devise a new point of sale material for instore branding of retail outlets. I came up with dedicated merchandise holders for vodafone posters and information cards as traditional practice is to paste posters on walls which were later overlapped by competitors posters`. this was seen as a disadvantage for both retailers and the company in terms of visibility and information providing. A pilot project was conducted to find the acceptability of the new point of sale material. all the retailers who were a part of the pilot project agreed to keep the holder as they found them useful.