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AN
PROJECT REPORT
ON
BUISNESS DEVLOPMENT STRATEGY
FOR
A9 ADVERTISING
BY
DEEPESH SRIVASTAVA
NAME OF THE ORGANISATION:
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A9 ADVERTISING PVT. LTD.
A REPORT
ON
BUISNESS DEVLOPMENT AND GROWTH IN
ADVERTISING AGENCY
By
DEEPESH SRIVASTAVA
A report submitted in partial fulfillment of the
requirements of PGPM Program of
IBS PUNE
DISTRIBUTION LIST:
SUBMITTED TO SUBMITTED BY
ANTHONY PILLAI DEEPESH SRIVASTAVA
DATE OF SUBMISSION:
25th OF APRIL, 2011.
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AUTHORISATION
I hereby declare that this report on BUISNESS DEVLOPMENT FOR
ADVERTISING AGENY has been written and prepared by me during the session
2010-12. This project was done under the guidance and supervision of MR
ANTHONY, AND MR SACHIN JAISWAL, Company Guide.
This report is submitted as partial fulfillment of the requirement of PGPM Programof IBS Pune.
PLACE: Pune DEEPESH SRIVASTAVA
DATE: 25th APRIL 2011
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ACKNOWLEDGEMENT
The sense of satisfaction that accompanies the successful
working of this project would be incomplete without
mentioning the names of the people who helped me to
accomplish this project, people whose constant guidance,
support and encouragement resulted in its realization. I
am highly indebted to IBS Pune for providing me with
the opportunity to be able to do my PROJECT in A9
ADVERTISING AND MARKETING PVT .LTD.
My earnest thanks to my company guides, MR SACHIN
JAISWAL for their valuable guidance and support in
ensuring me a free hand during the course of the work
Finally, I am grateful to all my colleagues who have
rendered their valuable co-operation by way of
encouragement, and well wishes.
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Table of content
Introduction
..
Mission and vision statement
Executive summary
Company ownership
Services of a9..
Market segmentation.
Market strategy
Business development plan
-
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A9 Business Plan Structure
INTRODUCTION
Advertising is the promotion of a product or service and is
extremely pervasive in contemporary society. To maximize sales,
companies will pay a premium for wide exposure through the
mass media. Advertising space is common, but not restricted to
these realms; billboards, public transportation, movies (product
placement), schools, clothing, even bathroom stalls carry ads and
the industry is constantly finding new ways to advertise.
These are the key elements to be found in every business plan foradvertising agency businesses:
An introduction and executive summary
Products and services outline
Advertising Agency business strategy
SWOT analysis
Business development plan
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Introduction
A9 Advertising is a full-service advertising agency, design and marketing company. We
service clients from a wide-range of companies, locally and nationwide on retainer or per
project basis.
Our advertising agency offers solutions to fit any budget. A Flash of inspiration pursuits
professional growth. We provide digital media technologies for agency, advertisers and
publisher. Our solution for publishers maximise advertising, revenue across all displaybanners rich media's search ,video and websites.
A9 Advertising will offer its customers the best methods and tools in planning and implementing asuccessful email campaign. Our campaigns will cut through the mumbo jumbo of massmarketing, increase sales, and enhance customer satisfaction with the company
Vision Statement
A9 advertising and Marketing is dedicated to providing our clients with results-
oriented advertising, public relations, and total marketing support. We arecommitted to providing products and services that benefit our clients.
We will maintain a financially strong, growth-oriented company for the
protection of our employees and clients.
Mission Statement
The mission of a9 advertising and Marketing is to provide results-oriented
advertising, public relations, and marketing designed to meet ourclient'objectives by providing strong marketing concept
service.
We seek to become a marketing partner with our clients.
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We desire to measure success for our clients through awareness, increasedsales, or other criteria mutually agreed upon between the agency and the
clients.
We are committed to maintaining a rewarding environment in which we canaccomplish our mission
Executive Summary
There are effective strategies that will assure that the company will reach thegreatest number of potential customers.
A9 Advertising specializes in overall marketing campaigns.
A9 will analyze its success in order to improve the company's futurecampaigns.
Company OwnershipMr Anthony and sachin jaiswal are the owners of A9 Advertising.
Services of A9
The services offered by A9 advertising cover an overall promotion marketing project inits entirety, from original concept to post-campaign evaluation. The service includes thefollowing:
Print and Design
Graphic Design Production
Newspaper and Magazine
Web Designing
Outdoor Advertisements
Media Planning and Buying
Market SegmentationThere are no distinct customer groups that A9 Advertising is focused on:
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But company focus on medium as well as large enterprises
Marketing Strategy
With over thousands of potential customers in city of Pune A9 Advertising will focusmostly on jewelers, real estate and education sector as in pune there is a huge targetmarket for builders and jewelers and we all know that city of pune is the education capitalof India.
Taking this on account I work for generating leads under business developmentcampaign on a select group of 500 businesses. I estimate a five percent response rate tothe campaign which will generate 25 leads. These leads will then be used to generatebusiness contacts
.Sales Strategy
A9 Advertising's sales strategy is simple. We will use the email marketing campaigndirected at our customer base as a model of what we can accomplish for them. Weanticipate that companies will be most accessible to our services.
Personnel Plan
In addition to owner and director, there will be three other staff members:
Secretary/ReceptionistAccountantSalesperson
Business development plan
Under business development of a9 advertising during my project duration iwork in making :-
Packages of product and services provided by a9 advertising.
Maintaining relationship with customers as generation of leads
Business plan for launching a9 ideas website
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1 A9 IDEAS
INTRODUCTION:A9 Ideas, a website: A website where an idea is not just the initial step butthe backbone of a successful project. A9 idea believes that every idea isunique and powerful and that todays youth are fresh with ideas, dynamic,aware and very talented and when idea meets youth the outcome issuccessful and powerful project.
A9 ideas give a chance to the youth to present their ideas directly to thecorporate world where they will be acknowledged and where these ideas canbe used.
OBJECTIVES:
A9 idea gives a platform for youth to showcase their creativeside.
A9 is a best platform for our client to get new and freshideas.
TITLE: A9 IDEA
1. ACTIVITY :2. Chalk out plan for website designing, survey, and execution of
the idea.
3. Conduct survey in 10 colleges on field
4. Create a forum on facebook for discussion and opinions.
5. Data from survey to be converted in statistics.
6. Working on the out sketch of designing the website.
7. Prepare all the documents(idea, survey, statistics, plan ofaction, plan of execution, requirements etc.) for our clients
8. Reaching out to our clients with concept of A9 ideas.
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9. Once our client approve of the project A9 Ideas, start workingplan of execution of the website.
10. Creating website
11. Execution of the project A9 Idea. Followed by Promotionand branding of A9 ideas.
ACTIVITY MANAGEMENT:
1. Leader of this project.2. Creative team consisting of two very creative persons with
the knowledge of website.3. Two web designers working on the idea of the creative team.
4. At least team of five staff member for the survey, promotionand branding and also for various aspects related to clientand youth.
Methodology:-To take out the information from students is not a easy taskat all. So we have to develop a methodological approach
Step 1- we have to go to college to recruit internsStep 2- we will show them the presentation of the companyStep 3- the selection criteria is a competition about theirviews on advertising and new ideas so that we can promoteour product as well as well get interns.
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3.Yes -
4. No -
Name some of them:Do you upload your work on these
websites?
5.Yes -
6. No -
7. Sometimes -
8. Never -
If yes, how often do you upload your work?
1.Daily
2. Once a week
3. Once a month
4. Dont remember
And if no, will you upload your ideas and work on suchwebsite?
1.Yes -
2. No -
3. May be -
Do you get acknowledged for your work?
1.Yes -
2. No -
3. May be -
How effective do you think these website are?
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How do you benefit from these websites?
Will you upload your work to a website where your wok is
acknowledged and paid for?
1.Yes -
2. No -
3. May be -
How do you think we can you make this website more
effective?
QUESTIONNAIRE
1. What do you know about an advertising agency?
2. Can you name any advertising agency?
3. How todays youth relate them self to media?
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4. How do you think you can make media more efficient
and effective?
5. How can we make media an easy access for common
people?
6. What is the role of todays media in our life?
7. Do you think youth population can contribute to the
betterment of our country? If yes, then how?
8. How powerful is youth of India today?
2-Lead generation
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Lead generation is a marketing term that refers to the creation orgeneration of
prospective consumer interest or inquiry into products or services of a business.
Leads can be generated for a variety of purposes - list building, e-newsletter list
acquisition or for winning customers.
There are many tactical methods for generating leads. These methods typically fall
under the umbrella of advertising, but may also include non-paid sources such as
organic search engine results or referrals from existing customers.
Businesses strive to generate 'quality' leads. Quality is usually determined by the
propensity of the inquirer to take the next action towards a purchase.
References for lead generation- www.fundudata.com www.yellopages.com
Newspapers Magazines
Visiting cardsSWOT ANALYSIS
The SWOT analysis is an extremely useful tool for understanding and
decision-making for all
sorts of situations in business and organizations. SWOT is an acronym for
Strengths,
Weaknesses, Opportunities, Threats. Information about the origins andinventors of SWOT
analysis is below. The SWOT analysis headings provide a good framework for
reviewing
strategy, position and direction of a company or business proposition, or any
other idea.
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Completing a SWOT analysis is very simple, and is a good subject for
workshop sessions.
SWOT analysis also works well in brainstorming meetings. Use SWOT
analysis for business
planning, strategic planning, competitor evaluation, marketing, business and
product
development and research reports. You can also use SWOT analysis
exercises for team
building games. See also PEST analysis, which measures a business's
market and potential
according to external factors; Political, Economic, Social and Technological.
It is often helpful
to complete a PEST analysis prior to a SWOT analysis. See also Porter's Five
Forces model ,
which is used to analyse competitive position.
Here is a free SWOT analysis template worksheet (in MSWord). And the same
free SWOT
analysis tool in pdf format.
A SWOT analysis measures a business unit, a proposition or idea; a PEST
analysis measures a market.
MEANING :
Strengths
A strength is a resource or capacity the organisation can use effectively to
achieve its objectives.
Weaknesses
A weakness is a limitation, fault, or defect in the organisation that will keep
it from achieving its objectives
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Opportunities
An opportunity is any favourable situation in the organisation's environment.
It is usually a trend or change of some kind or an overlooked need that
increases demand for a product or service and permits the firm to enhance
its position by supplying it.
Threats
A threat is any unfavourable situation in the organisation's environment that
is potentially damaging to its strategy. The threat may be a barrier, a
constraint, or anything external that might cause problems, damage or injury.
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Strengths (internal) Weaknesses (internal)
1. The agency has an experienced and
dedicated workforce
2. Senior management is committed to
workforce planning
3. Human resource staff are easy to
work with and willing to try new
recruitment ideas
4. 50% of the staff hold a professional
certification
5. Friendly and cordial work
environment.
6. Ideas supported and creativity on
heights.
1. The agency does not offer a
mentoring program
2. The agency lacks the technology
tools to be more efficient
3. Procedural manuals need to be
updated
4. The current workforce is not very
racial/ethnic diverse
5. Salary issues
6. No refreshments from company
side like tea n coffee
7. No petrol and travelling
allowance to the executives
8. No newspapers and knowledge
journals in the organization
9. Lack of leadership skills in
management team.
O p portu n it ies (e x te rna l ) T h rea ts (e x te rna l )1. New information technology tools
can provide quicker data sharing
between agencies and client
information retrieval
2. There are job sharing opportunities
with other agencies
3. A large number of retired baby
boomers are considering returning
to the workforce on a part-time
basis
4. Universities are looking for
internship opportunities for their
students
5. Crack the clientele of competitors
by providing them max benefits.
6. Events expo, films jingles, outdooractivities..
1. The demand for workers in the
field exceeds the supply of
potential workers
2. There is less federal money
available for training grants
3. Budget and full-time positions
have been limited by the
organization
4. Educational institutions are
reducing the number of courses
offered in this field
5. The number of ad agencies has
been declining steadily .
6. Job security not there , employees
may leave any time.
Suggestions:
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1: lacking of funds otherwise we would have done much better.
2: no creditability is given to clients so its very difficult to hold big clients.
3: content auditing dept should be there to be perfect.
4: perfect training program and new methods should be introduced.
5: induction program for new employees.
6: a9 diaries and pens (sales kit) proper and on time.
7: employee grooming and discipline
8: tie ups with the vendors.
9: proper vendor manager should be there and who must know everything
about media
10: motivation should not be converted to over confidence..Each one shouldthink down to earth.
11: monetary rewards should be there to motivate the employees and
trainees.
12: lack of positive attitude in employees and should not be based on new
entrant in market.
13: advertisement for a9 and future solutions
14: fun activity every weekend
15: own work station for every one
16: set target everyday in morning
Packaging
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Packaging is the science, art, and technology of enclosing or protecting
products for distribution, storage, sale, and use. Packaging also refers to the
process of design, evaluation, and production of packages. Packaging can be
described as a coordinated system of preparing goods for transport,
warehousing, logistics, sale, and end use. Packaging contains, protects,
preserves, transports, informs, and sells. In many countries it is fully
integrated into government, business, and institutional, industrial, and
personal use.
One major reason as to why packaging is done by most manufacturers is to
attract consumers to purchase the product. The appearance of a product is
used by manufacturers and marketers to influence a consumer to buying it.
Companies usually invest a lot in packaging as this brings in higher returns
when compared to other modes of advertising. The size, colors used, the
brand, shapes and other illustrations used all help create an attractiveproduct that is able to market itself.
Packaging has become an influencing factor for most consumers when they
are deciding on what product they want to buy. A product may have great
features but it may not necessarily yield better returns when compared to a
similar product with the same features but which is better packaged.
It also makes it convenient to handle some products especially when they
are put together in stacks, enclosed or put in cartons. Distributors find it
easier to handle products that are properly packaged rather than those that
are dispersed and scattered everywhere. It helps save time and energy for
them while they are distributing them to retailers.
Increase profits with packaging
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Most of the time, business owners focus their efforts on improving their
profitability on advertising and sales promotion. Packaging is sometimes
overlooked as tactic in increasing profitability. Some business owners never
thought of packaging as could be their means of increasing their profit aside
from a material and just a protection to their product. But packaging has the
capability to reduce costs and increase profits through the entire product
supply chain.
ADVANTAGES :
Protection
The basic benefit of packaging is the protection of goods to be sold. It
prevents damage during transport and storage from the elements,vibration and compression through a physical layer of protection.
Information
Packaging can provide information to a consumer regarding the
product contents. This information may be promotional, factual or
mandated by consumerlaw.
Containment
Products that contain multiple items use packaging to keep all items
contained prior to purchase. Product containment also allows aproduct to be sold in larger quantities.
Size and Quantity
Packaging can control the size and quantity of a product. Portion
control helps control inventory, create product consistency and can
help regulate prices.
Marketing
Packaging is the front line of marketing. Through design and marketing
communications, packages can help sell a product and differentiate it
from similar products. The packaging can also help promote product
branding.
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Security
Product security can be provided through packaging. Packing can
make items tamper-resistant, can help reduce theft and can help
prevent harm from dangerous products.
What Is Packaging & Advertising in Business Promotion?
Packaging is an integral part ofbusinessadvertising, and most advertising
campaigns involve packaging plans and designs, as long as the company
deals with products. Other key features of advertising revolve around the
product itself and use its packaging to the best advantage; the two are
usually inseparable. One of the most important goals for proper packaging
and advertising is to promote the business in positive and favorable ways.
Materials
o Materials are very important for packaging and advertising. First,
packaging gives a clear idea of what kind of business is in
charge of the product. Clear plastic or shrink-wrapped products
give an idea of a larger company that mass produces items,
while product packaging that uses paper tends to give a morehomemade, local feeling. Materials also dictate what kind of
labels can be printed on the packaging because printers treat
different materials differently.
Branding
o Packaging is almost always used for branding. The business
"brand" is the logo and key colors or designs of the business that
the company wants to associate with itself and its positive
qualities. Most advertising revolves around the company brand,
and packaging is designed to include the logo, or at least colorsand lines that remind the customer of the business brand.
Specific Qualities
o Packaging and the labels that are printed on the packaging are
an excellent way to advertise specific features of the product.
This is especially useful if the company tries to appeal to a
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certain market segment. A business that wants to target the eco-
conscious consumer might create packaging that underlines the
recycled ingredients in the product or its naturally green
features.
Ingredients
o Packaging is also used to inform. While many people consider
this a simple requirement of the packaging, and many types of
information are required, businessessee this information as
another way to attract customers. Packaging that includes
useful information and ingredients gives the idea of an honest
company that wants its customers to know everything they can
about the product before they buy it.
Discounts
o Packaging and nearby advertising, such as fliers, billboards or
the tables and product displays in a store, are often used to
advertise various types of discounts. While discounts must be
used carefully, when chosen properly they show consumers that
a high-quality item can be bought at an attractively low price.
A9 QUATERLY ADVERTISING PACKAGES: (April- June)
1. FOR JEWELLERY
dates
event
rad io
to i lok mat
p u d h ar i
saaka l
icc
hoard ing
Des ign ing
april sum
mers
50
ads10
sec
15
days
21da
ys
16days 12 w
eeke
nd
Broucher
s,leaflets,insertion
s
may wedd
ings
50
ads
20
da
21da 16days 12-15 w
ee
yes
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10
sec
ys ys ke
nd
June wedd
ings
75
ads
10
sec
20
da
ys
21da
ys
16days w
ee
ke
nd
insertion
s
July Guru
purni
ma
25
ads
10
sec
15
da
ys
14da
ys
16days w
ee
ke
nd
2. FOR REAL ESTATE
d ate s
eve nt rad io
to i lo km at
p u d ha r i
sa aka l
ic c h oa rdin g
Des ign in g
Apri
l
summe
rs
60\a
ds
10
sec
15
days
21da
ys
16da
ys
12 weeke
nd
broucherleaflets,insertions
ma
y
weddin
gs
120
ads
10
sec
20
days
21da
ys
16da
ys
12-
15
weeke
nd
yes insertion 2timesinmonth
jun
e
weddin
gs
60
ads
10
sec
20da
ys
21da
ys
16da
ys
weeke
nd
YES insertions(leaflets) 1
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time
Jul
y
Guru
purnim
a
120
ads
10
sec
15da
ys
14da
ys
16da
ys
weeke
nd
INSERTI
ON
3.EDUCATIONAL INSTITUTES, CLASSES ETC.
4.Restaurants and cafes
D a t es
e ve nt ra d io
to i lok m at
p u d h ar i
saaka l
ic c hoa rd ing
ri summers 50ad
s 10
sec
15
days
21day
s
16day
s
12 weeken
d
Brouchers,leaflets,ins
n (FB)
ay wedding
s
50
ads
10
sec
20
days
21day
s
16day
s
12
-
15
weeken
d
ye
s
FB
n wedding
s
75
ads10
sec
20day
s
21day
s
16day
s
weeken
d
Insertions
FB
ly Guru
purnima
25
ads
10
sec
15day
s
14day
s
16day
s
weeken
d
FB
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April summers 60ad
s 10
sec
12day
s
21day
s
16days 12 weeken
d
May wedding
s
60
ads
10
sec
16
days
21day
s
16days 12-15 weeken
d
yes
June wedding
s
60
ads
10
sec
20day
s
21day
s
16days weeken
d
yes
July Guru
purnima
60
ads
10
sec
12day
s
14day
s
16days weeken
d
Note: rates are subjected to change according to the changes in market
Some important points: (usp- unique selling points):
1. A 9 can offer discounts up to .. Percent.
2. One can provide early bird discounts.
3. One can give gifts or some additional benefits.
4. cup prints, T-shirts prints, key chains etc
5. Promotional events (annual) free for the long term clients.
6. Balloon promotion, national TV ads,3d ads etc at great discount.
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Conclusion
The duration of my project in A9
gives me a great learning experience
about how creative advertising field
is and how this enthusiastic industry
works.
Here in A9 advertising gives me
opportunity to enhance my
management skills and to learnabout the corporate atmosphere.
The management team of A9
ADVERTISING is very cooperative
and helped me a lot in duration time
of my project
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