A study BTL seasonality across Media and banking and FMCG sector in INDIA

8/19/2019 A study BTL seasonality across Media and banking and FMCG sector in INDIA

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TABLE OF CONTENTS

Page

No.

CHAPTER 1 EXECUTIVE SUMMARY 3

CHAPTER 2 INTRODUCTION

2.1 Introduction to the Topic 4

2.2 Introduction to the Industry 6

2.3 Introduction to the Company 15

2.4 Introduction to the Project 18

CHAPTER 3 STUDY/PROECT DETAILS

3.1 Ojecti!es o" the Project#$tudy 1%

3.2 &iterature 'e!ie( 1%)3*

3.3 $tudy +ethodo,ogy 31

3.4 $tudy &imitations 33

.

CHAPTER ! ANALYSIS " FINDIN#S 3!$!1

CHAPTER % CONCLUSIONS " RECOMMENDATIONS !2$!!

5.1 Conc,usions 42

.

5.2 'ecommendations 44


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ANNEXURES

-)1 -,, graphs 3)41

/)1 /i,iography 45

C)1 $amp,e description 4

0)1 uestionairre 48)4%


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CHAPTER 1 & EXECUTIVE SUMMARY

This 'esearch is aout understanding Pinnac,e +anagement and ti,ity ser!ices c,ients

seasona,ity o" eecuting acti!ations and their purpose to do /T& acti!ation and the process o" the eecution o" /T& acti!ation. 0i""erent $ectors ha!e di""erent purpose.

0i""erent companies in the same sector again may ha!e di""erent goa, ehind ha!ing /T&

acti!ation. This research has taen into consideration t(o industries i.e. +edia

7ntertainment and /aning to understand their goa,s (ay o" acti!ating time period

pre"erred ca,endar and Process o" conducting /T& acti!ation. - ne( rand might do

acti!ation to increase its a(areness and penetrate the eisting maret and create a share

"or itse," (hi,e /rands that ha!e een in maret "or years do acti!ation "or either re

,aunching C$' etc. The /T& acti!ation may di""er "rom rand to rand a "e( might

e!en choose to rand their retai, or distriutor out,ets. 9urther in the research the options

a!ai,a,e to mareter "or randing are dotted do(n

+areters today ha!e to pu,, their customers instead o" pushing them to uy their

products and ser!ices. Their +ajor /udget to achie!e this tas is a,,otted to -d!ertising.

-T& $pends has a,(ays een epensi!e in terms o" o!era,, udget and it hard to measure

the accuracy o" its e""ecti!eness. /T& on the other hand has een a oon "or mareters.

They are a,e to "ocus on person to person and ha!e a greater e""ecti!eness and

con!ersion ratio. Their a(areness and !isii,ity in this case ecomes more persona, and

they tend to ,ea!e a mar in the minds o" consumer or e!en a norma, human.

Pinnac,e +anagement and uti,ity ser!ices is one the agency "rom +umai catering to

their c,ients and p,anning and conceptua,i:ing ideas and eecuting them a,, o!er India.

Pinnac,e management as a agency "o,,o(s a ",o( to ha!e a greater impact o" /T&

acti!ations done y them. They tend to de"ine their T.; and create or disco!er the touch

points to meet their T.; and "ina,,y achie!e the goa, set y their c,ient through inno!ati!e

ideas and acti!ations.

CHAPTER 2 & INTRODUCTION


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2.1 INTRODUCTION TO THE TOPIC'

The Indian maret is (itnessing some major changes. +ore consumers more uying

po(er and more media reach. Then there is the rise o" digita, media the "ragmentation o"

mass media the gro(ing po(er o" young consumers and the gro(ing /T& acti!ities.

+areters acno(,edge that ad!ertising is just one !aria,e that impacts sa,es among

other inc,uding pricing distriutions etc. Products and ser!ices that are promotion e,astic

tend to e high,y impacted y price)o""s and discounts (hich increase the ,ie,ihood o"

consumer uying the same. In comparison products and ser!ices that are ad!ertising

e,astic see higher sa,es (ith increased ad!ertising. +any success"u, categories and rands

in that sho( a direct impact. In comparison premium rands that ha!e a greater

uptae in metros =gi!en higher purchasing po(er> tend to e ad!ertising e,astic (hich

means that the more they are ad!ertised the higher is the ,ie,ihood o" sa,es.

9or mareters the decision to enter a ne( maret is dependent on a numer o" "actors

(hich he,p them se,ect and prioriti:e marets. -s shared y some o" the ,eading Indian

mareters the ey "actors impacting their decisions "or gauging maret potentia, and

a,,ocating mareting spends are ,isted e,o(.

E()*+*, 1& Fa-,o *0a-,*g -)o*-e o 0a4e,56


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Once the maret is se,ected then the mareter is "aced (ith the decision to se,ect the

choice o" medium "or ad!ertising. The "actors are ,isted e,o(?

E()*+*, 2 & Fa-,o *0a-,*g -)o*-e o 0e7*a o a78e,**g

0uring the course o" the research (e met some o" Indias ,argest mareting spenders

across categories inc,uding 9+C; consumer dura,es aning and "inancia, ser!ices

and te,ecom companies amongst others and domain eperts such as media p,anning and

uying agencies and ad!ertising agencies esides re,ying on a!ai,a,e pu,ished data and

in)house media eperts.

One o" the ne( directions taen y mareters in a,,ocating ad spends that cou,d e

indicati!e o" changes that can e epected in the "uture is a gro(ing share o" /T& in the

tota, mareting spend. The a!erage /T& spends across mareters met (as aout 35)4* @against aout 15 @ o" mareting spends just three years ear,ier. Ahi,e in the metros

/T& is used ecause the c,utter in mass media is too high and getting audience attention

is di""icu,t in


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product ,aunch channe, partners appeasement channe, epansion ,ead generation.

+areters ha!e di""erent ojecti!e "or di""erent acti!ities. $ome o" the most common

strategies are customer retention customer acBuisition rand !isii,ity etc.

This research report ep,ores the Process o" eecution o" a /T& acti!ation and di""erent

udgets and goa,s o" companies o" di""erent sectors

2.2 INTRODUCTION TO THE INDUSTRY

The origin o" term /T&D is the "o,,o(ing? an ad!ertising manager o" Procter ;am,e

de!e,oped promotion campaign media)p,an that inc,uded main media channe,s? TE

press outdoor etc. Fe under,ined it summari:ed the epenses and on,y a"ter reca,,ed

aout the oard on "airy sou!enirs gi"ts etc. Fe added these epenses to the ,ist e,o(

the ,ineD. /T& is usua,,y opposed#contrasted to -T& =ao!e the ,ine> G ad!ertising in its

traditiona, distriution channe,s? press TE radio outdoor mo!ie Internet.

The anna,s o" +areting +anagement ha!e (itnessed a tug o" (ar et(een ad!ertising

and sa,es promotion since inception. /ut in the ear,y phase o" t(enty "irst century this

(ar has taen a ne( a!atar in "orm o" -o!e ) The) &ine and /e,o( ) The) &ine

acti!ities (idening oth scope and intensity o" this (ar. -o!e)the),ine propagated

traditiona, mareting channe,s that stri!e to reach a mass audience (ith messages that

rein"orce a rand communicate genera, product in"ormation or inspire an emotiona,

response. /e,o()the),ineD initiati!es y comparison acts ,ie traditiona, direct

mareting e""orts G they aspire to esta,ish targeted re,ationships et(een mareters and

indi!idua, consumers and o""er compara,e ease in measurai,ity. Aith increase

"ragmentations and demographic a,ong (ith the increased pressure to increase

e""ecti!eness o" mareting communication soon /T& acti!ities started sustituting -T&

acti!ities and there has een a steady gro(th in /T& ependiture in this century . Aith its

uniBue ai,ity to persona,i:e and customi:e communication this "orm o" communication

is s,o(,y rep,acing the mass media ad!ertising.


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/e,o( The &ine =/T&> industry spend in India is on the rise and constitutes a major part

o" the Indian ad!ertising industry. It is estimated that in 2**% /T& re!enues stood at IH'

2** i,,ion and contriuted 44 per cent o" tota, ad!ertising spend. /et(een 2**6 and

2**% /T& ependiture gre( at a C-;' o" 15 per cent. In 2*1* the /T& industry "urther

gre( y 1* per cent and is epected to gro( et(een 1*)2* per cent o!er the net three

years.

/T& ad!ertising re"ers to one)to)one communication inc,uding on)ground and on,ine

acti!ities that is direct,y "ocused on the target audience. It consists o" se!era, e!ents

some o" (hich are as "o,,o(s

? +areting udget constraints during the recent economic s,o(do(n ,ed mareters to

see a!enues apart "rom the mass media to connect (ith their target marets. The

importance o" /T& mareting has gro(n ecause o" its ai,ity to reach the core target

audience and the high degree o" in",uence this channe, o""ers through persona,

interaction and the customi:ation o" engagement and product tria,s (hich ha!e a direct

impact on sa,es as (e,, as an indirect impact on rand perception.

I79,*e 9*g BTL

-n increasing numer o" rands ha!e egun to engage masses one on one and are

re,ying on this medium "or e""ecti!e mareting. The amount spent on /T& !aries

depending on the industry the product ,i"e cyc,e and the product itse,". The "o,,o(ing are

some ranges that are indicati!e o" the percentage o" tota, mareting spend on /T&

acti!ities?


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9+C; intended "or the mass maret tends to spend up to 25 per cent o" its

tota, mareting on /T& acti!ities (hi,e ,uury goods (hich depend on (ord)o")mouth

ad!ertising and direct se,,ing spend much more. Consumer e,ectronics companies such

as $amsung &; and Phi,ips are increasing,y ep,oring the possii,ity o" direct,y

engaging (ith their target audience. Te,ecom sector companies (hich "ace intense

competition re,y hea!i,y on on)ground acti!ities to create their o(n space and

persona,ity as (e,, as on /T& as purchase decisions are in",uenced y the dea,er and

ad!ertiser communication present at the point o" sa,e. The "inancia, ser!ices sector has

een acti!e,y turning to retai, o!er the past "i!e years and spends hea!i,y on /T&

acti!ities.

The -TO sector is a,so !ery upeat in terms o" /T& mareting ependiture "or

oth ne( car ,aunches and ,uury rands. 9urther education and hea,th care ser!ices

retai,ers "ood joints and TE sho(s are using /T& to in",uence and engage their target

groups at prominent ,ocations. /T& has ecome one important too, and one important

part o" their mareting ependiture. -uto sector pre"er 'oad sho(s +a,, acti!ation

7hiitions etc.

A78a,age o BTL 0a4e,*g

The /T& ad!ertising medium o""ers !arious ad!antages?

• Lo: :a,age a7 )*g) ee-,*8ee'

/T& is a ,o()cost method o" reaching out to niche target groups pre!enting the

o!er",o( that is typica,,y associated (ith mass media. 7!ents and acti!ations a,so

ser!e as high)impact methods o" ad!ertising products as compared to -o!e The


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&ine =-T&> as they engage consumers through techniBues such as product tria,s

and rand eperiences. 7!ents in!o,!e re,ati!e,y ,o( aso,ute in!estments and

increased ",eii,ity to adjust sca,e.

• I-eae7 +a7 e-a;;'

/T& maes consumers integra, to ad!ertisements and dri!es the message home

strong,y. -s such it ensures high rand reca,, since it acts as a "reBuency ui,der

and enhances rand !isii,ity. +ore e""ecti!e than -T& in rura, areas? /T& has the

ai,ity to penetrate rura, marets (here the penetration o" traditiona, mass media

is ,o(. /T& a,so o""ers a more e""ecti!e (ay in (hich to communicate (ith

emerging users "rom sma,, cities and to(ns as it he,ps educate "irst)time users.

#o:,) 7*8e

• #o:,) * 0o7e e,a*; o0a,'

The rising penetration o" modern retai, "ormats such as ma,,s con!enience stores

and supermarets is dri!ing the uptae o" /T& acti!ities as it increases the

numer o" !enues and audience catchment areas a!ai,a,e.

• R*e * *,ega,e7 0e7*a -a0a*g'

The rise in the use o" integrated campaigns y mareters encompassing TE print

OOF radio digita, and on)ground acti!ation is dri!ing the use o" /T&

campaigns. Print and radio are ,eaders I imp,ementing /T& a,ong or in

conjunction (ith supporting media space.

• C;9,,e * ,a7*,*oa; 0e7*a'


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Increasing c,utter in and saturation o" the traditiona, media is pushing rand

managers to ep,ore interacti!e "orms o" media that ensure persona, engagement

to reach the target audience.

• R*e * e ,e7

• I-ea*g 90+e o a78e,*e 9*g ,)e 0e7*90'

- gro(ing numer o" ad!ertisers are using /T& ad!ertising and a,,ocating

increased udgets to connect (ith their consumers. +icroma a,,ocated IH' 1

i,,ion "or its rand)ui,ding initiati!e in 2*1* (ith a 4*?6* a,,ocation "or /T&

and -T& ad!ertising respecti!e,y.


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• I-ea*g 90+e o age-*e 8e,9*g *,o BTL e8*-e'

7isting ad agencies are either ,aunching or acBuiring separate /T& units as

rands are hiring niche agencies to o!ersee their /T& mareting e""orts. ;auging

the gro(ing importance o" the acti!ation and /T& usiness -egis +edia has

entered the acti!ation and e!ents sector. It has co,,aorated (ith 9resh I+C$ to

,aunch Carat 9resh Integrated to o""er integrated mareting ser!ices inc,uding

/T& acti!ations e!ents and rura, mareting to its c,ients. Kenith Opti media has

,aunched a ne( (ing He(scast to design nontraditiona, media so,utions "or its

c,ients in India. -mar ja,a ;roup p,ans to ,aunch a dedicated /T& di!ision

ca,,ed Touch Point. /uoyed y the prospects o" /T& ad!ertising industry

eecuti!es "rom major ad agencies are a,so ,aunching their independent agencies.

• Ra7*o -o0a*e ;a9-)*g BTL 7*8**o'

+any radio companies ha!e a,so !entured into the /T& and acti!ations space

since radio (ors (e,, (ith the /T& usiness y promoting oth the c,ients

rand and the radio stations connect (ith its audience. 'ed 9+ has an acti!ation

di!ision ca,,ed 'ed -cti!e (hich o""ers e!ent management ce,erity

management rand communication and other ser!ices. 'adio +irchi set up

+irchi -cti!ations in 2**5 (hi,e 'adio City entered an a,,iance (ith /T&

agency Eigyor /rand $er!ices in 2**. 'e,iance +edia Aors &td ='+A&>

(hich o(ns /ig 9+ has transitioned to an integrated p,at"orm o""ering media

so,utions in digita, OOF /T& radio rura, mareting and more. It has ",oated

"our ne( companies inc,uding /ig &i!e the eperientia, mareting arm that

o""ers ser!ices such as rand acti!ations e!ents rura, rand initiati!es and others

and p,ans to pro!ide acti!ations across 1** cities in India

• D*g*,a; 0e7*a a7 ,e-)o;og> 9*g ,)e go:,) o BTL 0e7*a'

Aith the gro(ing penetration o" the internet and the moi,e p,at"orms mareters

across industries and !ertica,s are "ocusing on the digita, media to dri!e rand

engagement. In 2*1* Pepsi Co. p,anned to spend 8 per cent o" its o!era,,

ad!ertising and promotiona, spend on /T& media such as digita, and in)store


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acti!ities. The company intends to increase this spend in the near "uture.

Findustan Petro,eum =FPC&> ,aunched its /T& initiati!e FP Fappy Ahee,s

O""er in 2**% and (as accessi,e !ia the moi,e and the internet engaging the

audience and encouraging participation through $+$ to a speci"ic short code and

a (esite. Participation "rom !ie(ers in TE game sho(s and contests such

as '

The /T& industry in India is high,y "ragmented and unorganised (ith the

presence o" !ery "e( nationa, p,ayers. $ome estimates put the organi:ed sector at

just 3* per cent o" the tota, industry. It consists o" many p,ayers that "ocus on a

certain aspect o" the !a,ue chain such as ,oya,ty and trade mareting or

re,ationship mareting. It consists o" p,ayers operating in speci"ic geographies or


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industry !ertica,s. -s such there is a need to recognise the sector as a separate

industry and mae it more organi:ed.

• Lo: )ae o BTL'

/T& is current,y underuti,i:ed as an ad!ertising medium. The share o" /T&

!ersus -T& in tota, mareting spend in India is estimated at 3*?* respecti!e,y. In

the $ o" a,, ad!ertising ependiture 5 per cent goes to /T& (hi,e on,y 25 per

cent goes to -T& ad!ertising. Considering the re,ati!e,y ,o( share that /T&

current,y enjoys in India there is a signi"icant scope to de!e,op this medium

"urther as more and more Indian ad!ertisers rea,ise its potentia,.

• I0;e0e,a,*o'

7ecution and ,ogistica, constraints pre!ent the maintenance o" uni"ormity in

rand eperience across to(ns and cities particu,ar,y rura, ,ocations.

• D**-9;,*e * 0ea9*g ee-,*8ee'

There is no common industry method to measure success. 7ach ad!ertiser and

agency has its o(n metric o" success some o" (hich are high,y sujecti!e. There

is a need to standardise measurement metrics and ui,d increased ,inage to

returns on in!estment. This is imperati!e "or the "uture gro(th o" the industry.

• Ta(a,*o'

7ntertainment eing a state suject is eposed to di""erent ru,es and taes across

states. Earious permissions are reBuired to conduct e!en the most minor acti!ities.

• Peo;e'

$i,,ed pro"essiona,s (ho can creati!e,y and eecute Bua,ity are scarce in the

country. The industry is composed primari,y o" young peop,e (ith tremendous

dri!e ut mentoring de!e,oping "ocus on Bua,ity and impro!ing c,ient ser!icing

is the need o" the hour

.


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• Taae->'

/T& companies ha!e ,ong since een p,agued y a ad reputation (ith regard to

margins earned. - "e( e!ent companies ha!e de"ined operating procedures

operating po,icies or a satis"actory audit in the contet o" e!ent costing and c,ient

in!oicing.

• Co0e,*,*o'

-n unhea,thy ,e!e, o" competition is maing the managed e!ents usiness

increasing,y commoditised in terms o" e!ent management "ees.

@a> o:a7

In India rands ha!e most,y persisted (ith con!entiona, "orms o" /T& such as

e!ents and road sho(s ehiitions con"erences and samp,ing. Fo(e!er /T&

opportunities etend to se!era, other "orms such as (ord)o")mouth !ira, mareting

podcasting "ie,d mareting and inno!ations (ithin the con!entiona, media. ;oing

"or(ard the "o,,o(ing can e epected?

$trategic agencies "or rand acti!ation are the need o" the hour. /rands are

seeing /T& mareting agencies and are ,ooing to engage them as strategic partners in

the usiness process rather than percei!ing them as tactica, eecutors.

-gencies need to conceptua,i:e more "or ad!ertisers to empo(er them to in!est

more in the /T& medium. Imp,ementing a measurement metric "or a,, e!ents (hich is

,ined to the return on in!estment is critica,. The opportunity to de!e,op IP around

e!ents and amp,i"y them on the mass media can generate ,arge !a,uations "or IP o(ners.

The unorgani:ed medium (i,, continue to gro(. &arge /T& companies need to

strengthen their creati!e ideas and c,ient ser!icing si,,s to (in customers and enhance

the transparency o" operations.

-d!ertisers (i,, continue to ,oo to(ard the /T& medium. It is "or the industry to

capita,i:e on the gro(th potentia, o" the medium.


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2.3 I,o79-,*o ,o ,)e Co0a>'

Pinnacle Management and Utility

services

COMPANY PROFILE'

Pinnac,e +anagement ti,ity $er!ices is a "u,, ser!ice /randing -cti!ation agency.

They pro!ide 36* degree so,utions to their c,ients they p,an and de!e,op concepts "or

their c,ients and e!en eecute them. They are headBuartered in +umai. They ha!e a

strong !endor ase in each target maret P-H IH0I-. They "ocus on creating consumer

oriented ojecti!e dri!en and measura,e rand acti!ations "or their esteem c,ients.

They e,ie!e in ui,ding ,ong term partnerships (ith the most inno!ati!e and "or(ard

,ooing organi:ations. The goa, o" the company is to de,i!er customer ser!ice that is

more than satis"actory.

Their ser!ice o""ering to their c,ients range "rom de!e,oping and p,anning concepts and

p,ans and "urther eecuting them according to the goa, o" the campaign.

They cater to oth /2/ and /2C c,ients. 9or /2C they identi"y and ,e!erage ey touch

points to mae consumer and trade interactions (or etter. They can and ha!e p,anned

,arge sca,e promotions e!ents retai, merchandising samp,ings etc. 9or IT and /aning

rands Pinnac,e "aci,itates ,ead generation program through product eperience research

and discussions. They e!en p,an and eecute /2/ con"erences seminars usiness e!ents

and C'+ programs and p,an trade incenti!e programs.

D*8**o o ,)e* :o4'


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R9a; a-,*8a,*o'

'ura, maret o" India is one cha,,enging tas "or a,, the mareters to tap ecause o" the

its heterogeneous mass (e,, spread popu,ation ,anguages dia,ects etc. -cti!ating

emerging Indian marets is a specia,i:ed "ie,d. Aith a strong !endor ase Pinnac,e

possesses strong eecution capai,ity and can reach the ,oc ,e!e, on ground. Aith the

comined strength o" their o(n !endors and Te !antage they ha!e een a,e to p,an and

eecute their e!ents. 'ura, acti!ation and any randing in 'ura, o" India has ecome a

$P o" Pinnac,e management. They ha!e (ored "or F'I $trea to increase its

a(areness in rura, !i,,ages and tier 2 to(ns. They (ored "or Castro, to increase the sa,es

and a(areness o" Castro,s product in rura,. They ha!e (ored "or /$- cyc,e in rura,

carrying out a intra schoo, cyc,e competition. Pinnac,e success"u,,y eecuted their

acti!ation "or Nogiraj thanda te, in rura, India. Pinnac,e has tapped mi, "armers in rura,

India and made the campaign a success "or Koestis Pharma. Their (or is in progress "or

many other c,ients in rura, India.

U+a a-,*8a,*o'

Pinnac,e specia,i:es in pro!iding so,ution ased on the mareting ojecti!e in uran

to(ns and cities in India. They ha!e eecuted e!ents in Tier 2 and tier3 cities and e!en in

metros. Pinnac,e has its strength in uran ecause o" their strong and trusted !endor ase

in cities. They ha!e had e!ents and acti!ities "or their c,ients ,ie


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retai, and I$P they ha!e a specia, creati!e team that creates designs and creati!e on the

asis o" the goa, o" the campaign. Pinnac,e (ors on a regu,ar asis and hand,es creati!e

and designs "or many o" Pharma companies.

MICE'

+eetings incenti!es con"erences and ehiitions is one the arm o" Pinnac,e

management. -,though in the nascent stage it is a "ast gro(ing "acet o" Pinnac,es

armoury and they continue to gro( "rom strength to strength (ith e!ery project. They

ha!e organi:ed a t(o day con"erence o" IP- =India pharmaceutica, association>. They

comp,ete,y p,anned and eecuted the e!ent. 9rom ooing sta,,s to designing one "or a

ehiition and "ina,,y maing it producti!e Pinnac,e taes responsii,ity "or a,, o" that.

Companies and organi:ations ha!e their in house e!ents and con"erences happening "or

their emp,oyees and their dea,ers retai,ers etc. This maret turns out to e !ery

competiti!e and Pinnac,e has managed to e success"u, in the same.

HISTORY'

Pinnac,e management and uti,ity ser!ices (as "ounded y +r. &u!neet -min. It has

"urther partnered (ith Te !antange as their operationa, partner. Te !antage is one the

o,dest imp,ementation agency in India since 1%%6. They ha!e (e,, eBuipped manageria,

ta,ents and strong ,oca, no(,edge across oth geographic region o" India i.e. Horth

$outh. Te is ,isted y -gency)9aBs +areting (hite oo.

Pinnac,e management has een (oring (ith /aning 9+C;

+edia entertainment and a "e( other sectors to p,an their /T& acti!ities and eecute

them. Pinnac,e has a history o" (oring (ith Koetis Pharma Nogiraj Thanda te, $trea

i.e. F'I Castro, India Kee entertainment $tar TE


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18 | P a g e

2.! INTRODUCTION TO THE PROECT

This project studies the process o" ho( /T& acti!ation happens "or a rand "rom

aning sector ut to e more speci"ic it studies the process y (hich Pinnac,e

management and uti,ity ser!ices as an agency eecutes /T& acti!ation "or their c,ients

=mareters>.

This process in!o,!es inter!ie(s (ith mareters i.e. c,ients o" Pinnac,e management ande!en (ith agencies i.e. Pinnac,e management and their !endors. This paper e!en in!o,!es

study o" the udgets "or /T& acti!ation o" c,ients o" Pinnac,e management "rom +edia

entertainment and 9+C; sector.

This study tries to understand the pro,ems that come (hi,e p,anning and

eecuting a /T& acti!ity "or a aning c,ient. Fo( to tap their T.; Fo( to con!ert

them ho( does the process ",o(. The major "actor o" TI+7 is "ocused upon. The season

or the time o" the year (hen they (ant to conduct a speci"ic acti!ity as a ad!ertising

epense. 0oes the period during (hich the acti!ity is conducted is a !ery important

"actor 0oes it a""ect the outcome o" the acti!ity conducted These Buestions arise (ith

this study and the research tries to understand in depth y taing inter!ie(s o" mareters

(ho are eperts in this "ie,d and are a part o" /aning or +edia entertainment industry.

Indian maret is spread (ide,y and "or mareters to tap them on,y -T& is a too, to

ad!ertise is turning out to e insu""icient. Changing consumer demographics decrease the

in",uence o" traditiona, mass media i.e. one si:e "its a,,. Aidespread mareting c,utterD

diminishes the impact o" commercia, messages that dont address speci"ic and

indi!idua,,y re,e!ant consumer needs. Feightened c,ient pressure to de,i!er Buanti"ia,e

!a,ue y e!a,uation o" 'OI o" the -T& acti!ities "orces mareters to mo!e to /T& to tap

into speci"ic and sma,, T.; "or (hich the acti!ity is p,anned. /T& and -T& oth are used


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together y mareters as a mu,ti channe, campaign to increase the e""ecti!eness o" the

campaign.

CHAPTER 3 & STUDY/PROECT DETAILS

3.1 OBECTIVE OF PROECT/STUDY

• To study /T& acti!ation process "or the /aning c,ients =mareters> o"

Pinnac,e management and uti,ity ser!ices

• To study the seasona,ity =i" any> in /T& acti!ations "or +edia 9+C;

c,ients o" Pinnac,e +anagement $er!ices.

3.2 LITREATURE REVIE@

/T& sa,es promotion is an immediate or de,ayed incenti!e to purchase epressed in cash

or in ind and ha!ing short duration. It is e""icient and cost)e""ecti!e "or targeting a

,imited and speci"ic group. It uses ,ess con!entiona, methods than the usua, -T& channe,s

o" ad!ertising typica,,y "ocusing on direct means o" communication most common,y

direct mai, and e)mai, o"ten using high,y targeted ,ists o" names to maimi:e response

rates. /T& ser!ices may inc,ude those "or (hich a "ee is agreed upon and charged up

"ront.

/T& is a common techniBue used "or touch and "ee, products =consumer items (here

the customer (i,, re,y on immediate in"ormation rather than pre!ious,y researched items>.

/T& techniBues ensure reca,, o" the rand (hi,e at the same time high,ighting the

"eatures o" the product.

-nother /T& techniBue in!o,!es sa,es personne, dep,oyed at retai, stores near targeted

products. This techniBue may e used to generate tria,s o" ne(,y ,aunched products.

https://en.wikipedia.org/wiki/Communicationhttps://en.wikipedia.org/wiki/Communication


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It he,ps mareters esta,ish one)to)one re,ationship (ith consumers (hi,e mass

promotions y de"inition mae it di""icu,t to gauge consumer)response ecept at the

time o" sa,es. 7amp,es inc,ude te,e)mareting road sho(s promotions in) shop and

shop)"ront acti!ities disp,ay units.

The terms e,o( the ,ine promotion or communications re"ers to "orms o" non)media

communication e!en non)media ad!ertising. /e,o( the ,ine promotions are ecoming

increasing,y important (ithin the communications mi o" many companies not on,y

those in!o,!ed in 9+C; products ut a,so "or industria, goods. /e,o( the ,ine sa,es

promotions are short)term incenti!es ,arge,y aimed at consumers. Aith the increasing

pressure on the mareting team to achie!e communication ojecti!es more e""icient,y in

a ,imited udget there has een a need to "ind out more e""ecti!e and cost e""icient (ays

to communicate (ith the target marets . This has ,ed to a shi"t "rom the regu,ar media

ased ad!ertising. In other (ords e,o()the),ine sa,es promotion is an immediate or

de,ayed incenti!e to purchase epressed in cash or in ind and ha!ing on,y a short term

or temporary duration.

/e,o( the &ine uses ,ess con!entiona, methods than the usua, speci"ic channe,s o" ad!ertising to promote products ser!ices etc. than -o!e the &ine strategies. These may

inc,ude acti!ities such as direct mai, pu,ic re,ations and sa,es promotions "or (hich a

"ee is agreed upon and charged up "ront. /e,o( the ,ine ad!ertising typica,,y "ocuses on

direct means o" communication o"ten using high,y targeted ,ists o" names to maimi:e

response rates.

Trained sa,es personne, o"ten young (omen are dep,oyed at 'etai, $tores near the

she,!es o" targeted products. These young (omen con!ince customers !isiting these

she,!es aout the etter aspects o" their rand compared (ith others. This is idea, "or ne(

,aunches as it generates tria,s (hich i" success"u, resu,t in repeat sa,es.

https://en.wikipedia.org/wiki/Below_the_line_(advertising)#47230944https://en.wikipedia.org/wiki/Below_the_line_(advertising)#47230944


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21 | P a g e

In addition ao!e the ,ine is much more e""ecti!e (hen the target group is !ery ,arge and

di""icu,t to de"ine. /ut i" the target group is ,imited and speci"ic it is a,(ays ad!isa,e to

use /T& promotions "or e""iciency and cost)e""ecti!eness.

$ay "or eamp,e i" a pen manu"acturer is going to promote its product it may tae the

-T& route ut i" a company manu"actures computer P$ it (i,, certain,y tae the /T&

route as the target group is !ery ,imited and speci"ic.

There are t(o inds o" mareting strategies that can e used to promote any product?

ao!e)the),ine =-T& essentia,,y ad!ertising in the mass media> and e,o()the),ine

=/T&>. These category names re",ect the usiness practices o" ad!ertising agencies.

-gencies genera,,y mae commission on p,acement o" ad!ertisements in ne(spapers

maga:ines and cinema and on te,e!ision radio and i,,oards a "ee that appears ao!e

the ,ine on their i,,. Traditiona,,y other "orms o" promotione!ents direct mareting

emai, promotions tet message promotions premiums price reductions pu,ic re,ations

acti!ities sponsorship trade sho(s ehiitions sa,es ,iterature and cata,ogues(ere

charged at a "ied "ee and thus appeared e,o( the ,ineD

-o!e)the),ine propagated traditiona, mareting channe,s that stri!e to reach a massaudience (ith messages that rein"orce a rand communicate genera, product in"ormation

or inspire an emotiona, response. /e,o()the),ineD initiati!es y comparison acts ,ie

traditiona, direct mareting e""orts G they aspire to esta,ish targeted re,ationships

et(een mareters and indi!idua, consumers and o""er compara,e ease in measurai,ity.

Traditiona,,y -T& and /T& strategies ha!e een considered distinct and /T& the poor

cousin. /T& acti!ities (ere genera,,y used to comp,ement the main mass

media mareting acti!ities and usua,,y a "raction o" mareting resources (ere a,,ocated

"or these acti!ities. /T& acti!ities "irst shot into prominence (hen -T& acti!ities "or

products (hich ha!e un(ho,esome demand (ere proscried y the $ocio),ega,

restrictions. 7!en though /T& acti!ities started o"" to "i,, in "or -T& acti!ities

increasing,y /T& strategies are no( recogni:ed as economica, uniBue and persona,

(ays to achie!e cut)through in the supersaturated ad!ertising en!ironment.


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A+o8e$,)e$L*e Me7*a Be;o:$,)e$L*e Me7*a

-re tai,ored to reach a mass

audience

-re targeted to indi!idua, consumers

ased on their epressed needs and

pre"erences

7sta,ish rand identity or rein"orce

emotiona, concepts surrounding a

product or rand

Issue a ca,,)to)actionD inspiring

speci"ic customer acti!ity or tai,ored

messages aout a product or rand

+ay or may not dri!e customer

response0ri!e indi!idua, responses

-re di""icu,t G i" not impossi,e G tomeasure (ith any accuracy

-re high,y measura,e a,,o(ingmareters insight into their 'OI

Cater to the mass maret7sta,ish one)to)one re,ationships

et(een consumers and mareters

E8o;9,*o o +e;o: $,)e$ ;*e a-,*8*,*e


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23 | P a g e

In a maret rapid,y adapting to changes in techno,ogy a!ai,a,e in"ormation and

heightened consumer demand traditiona, rand)oriented ad!ertising is no ,onger the

primary dri!er o" customer eha!ior. Ahether its re",ected in d(ind,ing print ne(spaper

circu,ation or the stagnant maret "or net(or te,e!ision commercia,s signi"icant

e!idence suggests that the mareting ,andscape has "undamenta,,y shi"ted G "rom an

ao!e)the),ineD "ocus on reaching a road popu,ation (ith emotiona,,y)oriented appea,s

to a e,o()the) ,ineD approach that stresses targeted customer)centric communications

measura,e resu,ts and concrete return)on)in!estment.

Ae e,ie!e that the metaphorica, ,ineD separating mareting phi,osophies =o"ten Buoted

ut ne!er precise,y de"ined> is re",ected in three ey Bua,ities that separate todays

emerging promotiona, methods "rom the top)do(n ad!ertising mono,ogue o" the past.

-cting in concert they emody the uni!ersa, e,ements o" success"u, e,o()the),ine

mareting e""orts?

• Pe-e,*o G The etent to (hich a consumer "ee,s that he or she is engaged as an

acti!e participant in a mareting dia,ogue rather than a target o" an aggressi!e

direct sa,es or randing e""ort

•

I,ea-,*o G The etent to (hich consumers are empo(ered to respond tomareting communications !ia pre"erred channe,s that are oth con!enient and

accessi,e

• Mea9a+*;*,> G The etent to (hich a mareter can trac the resu,ts o" an

indi!idua, initiati!e determine commensurate return)on)in!estment and adjust

"uture campaigns to pro!ide "or an enhanced chance o" success

C)ae; o BTL a-,*8*,*e


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24 | P a g e

a6 Da,a+ae 0a4e,*g' It in!o,!es use o" proprietary dataase o" consumer records

(hich can enhance prospect or customer data sources (ith unprecedented demographic

,i"esty,e and transactiona, data. It can e uti,i:ed "or tuning mareting o""ers targeted at

ne( prospects )) and pro!ide their current customers (ith products that more c,ose,y

match purchasing pre"erences and haits.

+6 Ma*; 0a4e,*g? It in!o,!es creation o" compe,,ing randed +ai,#emai, temp,ates and

campaign messages and a,so our data dri!en ser!ices to de!e,op precise targeting to

reach the highest numer o" Bua,ity prospects

-6 I,ea-,*8e e8*-e' /y designing on,ine campaigns that generate !a,ua,e and

con!ersions y the use o" Ae Properties -""i,iate Het(or and $earch 7ngine

+areting

76 A**,> 0a4e,*g' 7nhancing rand !a,ue and gaining ne( customers y a""inity

programs ,ie co,,aorations (ith

• EeteranQs Organi:ations

• $portsmenQs Organi:ations

• Conser!ation and Ai,d,i"e -d!ocacy Organi:ations

• $eniors -d!ocacy Organi:ations

• Po,itica, Organi:ations

•

'e,igious Organi:ations• Nouth -cti!ity Organi:ations

• Cause /ased Organi:ations

0irect 'esponse Print? Its most common "orm today is in"omercia,s. It is achie!ed y

e,iciting a direct response !ia te,e!ision presentations. Eie(ers respond !ia te,ephone or

internet credit card in hand.

Other media such as maga:ines ne(spapers radio and e)mai, can e used to e,icit the

response ut they tend to achie!e ,o(er response rates than te,e!ision.


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25 | P a g e

e6 E8e, Ma4e,*g' It in!o,!es a strategic)ased "ace)to)"ace contact designed to

impact a randQs perception among its constituents. It is set o" promotiona, acti!ities

in!o,!ing an e!ent such as a sporting or socia, e!ent designed to ring a product to the

attention o" the pu,ic

6 Po0o,*oa; Ma4e,*g' It is a non)persona, promotiona, e""ort that is designed to

ha!e an immediate impact on sa,es. $a,es promotion is media and non)media mareting

communications emp,oyed "or a pre)determined ,imited time to increase consumer

demand stimu,ate maret demand or impro!e product a!ai,ai,ity.

7amp,es inc,ude?

• Coupons

• 0iscounts and sa,es

• Contests

• Point o" purchase disp,ays

• 'eates

• 9ree samp,es =in the case o" "ood items>

• ;i"ts and incenti!e items

• 9ree tra!e, such as "ree ",ights

$a,es promotions can e directed at the customer sa,es sta"" or distriution channe,memers =such as retai,ers>. $a,es promotions targeted at the consumer are ca,,ed

consumer sa,es promotions. $a,es promotions targeted at retai,ers and (ho,esa,e are

ca,,ed trade sa,es promotions.

TOOLS USED FOR PROMOTION AND EVENT MAR=ETIN#'

Doo ,o 7oo 0a4e,*g' 0oor)to)door is a sa,es techniBue in (hich a sa,esperson

(a,s "rom the door o" one house to the door o" another trying to se,, a product or ser!ice

to the genera, pu,ic. - !ariant o" this in!o,!es co,d ca,,ing "irst (hen another sa,es

representati!e attempts to gain agreement that a sa,esperson shou,d !isit. This is

conducted y pinnac,e management in case o" creating a pre u:: e"ore the e!ent or the

promotion starts depending upon the ,ocation goa, o" campaign T.;. etc.


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26 | P a g e

=*o4 a-,*8*,>? - sma,, temporary standa,one ooth used in high)"oot)tra""ic areas "or

mareting purposes. - 4*o4 (i,, usua,,y e manned y one or t(o indi!idua,s (ho he,p

attract attention to the ooth to get ne( customers.

7.g.? -sian Paints recent,y ,aunched its -pe 0uracast range and carried out in)shop

promotions "rom Oct. 1 to Ho!. in -hmedaad and ;andhinagar. The design had a

stage and acdrop pane,s in such a (ay that each range cou,d e un!ei,ed at a di""erent

time (ith a,, designs attached to it.

O go97 a-,*8*,*e' Figh $treet Phoeni =F$P> conducted acti!ities "or uisi,!er

India on Oct. 3* TE +otion Pictures on Ho!. 2 and ;ood Fomes on Ho!. 3. uisi,!er

introduced Tarp $ur"ing in India a uniBue acti!ity "or a,, oard sport enthusiasts. ;ood

Fomes ce,erated -rt Aee (ith popu,ar artist Ei!e $harma. +ean(hi,e TE +otion

Pictures hosted a cooing session (ith


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Ue o @e;-o0e #a,e * A78e,**g$ /ased on "esti!e and important occasions the

signage and gates can pro!ide astounding disp,ay o" the items. The arch gates are

designed in a (e,, eBuipped designing unit (ith the he,p o" a designing team o" eperts

(hich produces attracti!e and ,ong ,asting "inish in resu,ts. - (e,come gate or -rch gate

ad!ertisement a,(ays needs to e the est eye catcher and in that case it a,(ays he,ps in

(inning maimum !isii,ity to the audience.

I S)o Ba7*g' In shop /randing means ad!ertising inside the shop or ma,,

premises and it p,ays !ery important ro,e into the sa,e o" any rand (here the customers

and users can direct,y interact (ith products and can e in",uenced to purchase it.

Roa7 )o:/ Ca,e a-,*8*,>' These are acti!ities done on a !ehic,e that is in motion in

the target ,ocation. -cti!ities ,ie announcement !ideo audition etc. are done through

canter acti!ity. Canter acti!ity is a !ery important too, "or rura, acti!ation.

Me;a' +e,a is a $ansrit (ord meaning QgatheringQ or Qto meetQ or a Q"airQ. It is used in

the Indian sucontinent "or a,, si:es o" gatherings and can e re,igious commercia,

cu,tura, or sport)re,ated. In rura, traditions me,as or !i,,age "airs (ere =and in some cases

sti,, are> o" great importance. In recent times +e,a a,so popu,ar,y re"ers to sho(s and

ehiitions. It can e theme)ased promoting a particu,ar cu,ture art or si,,. ;enera,,yin me,as peop,e can "ind eateries entertainment acti!ities shops and games.

Dea;e +oa7 a-,*8*,>/ Re,a*;e +a7*g' /rands and companies in India promote

their rand y increasing their !isii,ity and reach y randing dea,er oards and

randing retai,er shops (ith dang,ers. These randings may ha!e message and photos

aout their ,atest o""er or product or just a reminder message o" their rand and its

"eatures to create a concrete p,ace in T.;s mind.


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28 | P a g e

LIBRARY REVIE@'

BTL a-,*8a,*o a7 Me7*a " e,e,a*0e, *79,>.

The study y 7rnst and young suggests that the e!ents and acti!ation industry in India

has seen its ,o(est transaction acti!ity among a,, segments o" the media and

entertainment sector. uite a "e( industry pundits agree that it is primari,y ecause o" a

!ery (ea push "rom te,e!isionthe most dominant s,ice o" Indias 's.%1**)crore

media and entertainment industry. They oser!e that ,arge)sca,e /T& acti!ation is sti,,

not a mared trend (ithin the te,e!ision sector. The reason "or this is not too di""icu,t to

understand the ro,e o" on)ground in the case o" te,e!ision di""ers in t(o (ays. 9irst

the ind o" reach that a roadcaster is a,e to de,i!er "rom its promos its o(n channe, is

"ar greater than any on)ground acti!ation and at a "ar more competiti!e price. $econd a

,ot o" rands conduct on)ground acti!ation as an opportunity to do immediate sa,es

something that the te,e!ision industry does not eact,y ,oo "or. In te,e!ision there is no

immediate sa,e !a,ue. Ahat you are rea,,y trying to do (ith on)ground acti!ation is to

esta,ish a c,ose persona, encounter o" the consumer (ith the rand or the sho( message.

Fere the desire is that the message shou,d stay (ith the consumer (hich in turn (i,, he,p

him#her tune into your channe, and the sho(D says Hihi, +adho senior !ice president

mareting and programming strategy at $tar P,us the ",agship genera, entertainment

channe, =;7C> o" $tar India.

Ca0a*g Ca,o; & Pee-, Ma,-)

Castro, promoted their products Castro, ' "ue, sa!er (ith this campaign names as

Castro, per"ect match that (as eecuted y pinnac,e management and uti,ity ser!ices.This (as conducted at authori:ed Tata (orshops across India and they co!ered 25 such

(orshop gi!ing 4 days per (orshop.


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2% | P a g e

Their ojecti!e (as to sho(case to T; aout right engine oi, "or right engine and to

increase a(areness in T; aout ,ong drain engine oi, and the money that (ou,d e sa!ed.

The mode to achie!e their ojecti!es (as /randing to e done in the (orshop /anner

to paste at the entrance o" the (orshop. -pproaching the (a,)ins =T.;> and introducing

the campaign 7ducating T.; !isiting at the (orshop through interacti!e engagement

options.

The acti!ity he,ped truc dri!ers and o(ners and ",eet o(ners to understand ho( they can

sa!e 1.25@ o" "ue,. -nd this he,ped them sa!e around 5**** p,us rupees as they tra!e,,ed

more than a ,ah m and o(ned more than 1 truc. This campaign (as a success"u, one

and to eep the reca,, in the T.;s mind they (ere gi!en certi"icate cum ca,endar that can

e hanged on their truc randed (ith Castro,.

Ca0a*g L*,,e Fee

Par,e Products has ,aunched an out)o")home campaign tit,ed Q&itter 9reeQ in 0e,hi)HC'

to 7ncourage citi:ens especia,,y the youth to dispose garage in the correct manner ) in

the dustin. This campaign is part o" Par,eQs Q&itter 9reeQ C$' project and is in

continuation (ith the companyQs TE campaign ro,,ed out ear,ier this year.

This initiati!e aims to tae "or(ard Par,eQs anti),ittering message in an outdoor setting.

The campaign (as eecuted across Cyer City and Cyer Fu in 0e,hi)HC'.

The ey e,ements o" the campaign inc,ude OOF TE screens in ui,dings p,aying the

three !ariations o" the QPar,e &itter 9reeQ TECs =Corporate /oss C,ass +onitor and &ady

in the $hopping +a,, ,ooing "or +r. C,ean> /ac,it scro,,ers a series o" snap posters

and digita, pods. The TEC and poster campaign (as created y Thought shop

-d!ertising 9i,m Productions +umai. The agency has een on Par,eQs roster "rom

2**%.

The messages eing re,ayed on these inc,ude ) Q-pne ghar o saa" rahna sao aata hai.Toh sadon o yo nahinQ and QNeh achre(a,a a aam hai. ItQs e!eryoneQs Comment on

the campaign. Indians are haituated to consuming products and thought,ess,y pitching

(rappers adding to the !o,ume o" ,ittering in pu,ic p,aces. Par,e products ha!e

disposa,e (rappers so they (anted to ta, to peop,e to youth ) to educate and create

a(areness aout this irresponsi,e eha!ior. The OOF campaign is aimed at capturing


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3* | P a g e

our youthQs attention in their en!ironment (ith peers and passers)y prompting

con!ersations and dri!ing them to tae responsii,ity and stop ,ittering. Campaign has

a,ready een seeing that ,ittering has reduced in targeted ,ocations.

Co0a ;a9-)e ,oe * Na)*4 a7 g*, 7*,*+9,*o **,*a,*8e

In"initi 'etai,s e,ectronics megastore Croma ,aunched its "irst store in Hashi and 8%th

in India on Ho!. 3. Peppermint 7!ents 7ntertainment (on the mandate in a mu,ti)

agency pitch to manage the entire e!ent inc,uding dScor hospita,ity in!itations randing

and promotiona, campaign. -out 4** neary residents attended the ,aunch e!ent.

Co0a Mo0e, o o> Va

Croma on Ho!. % through an initiati!e in +umai ca,,ed R+oments o" Moy Ean. The

acti!ity in!o,!ed a modi"ied Tata 4* !an (hich tra!e,,ed "rom /andra to Oshi(ara

distriuting gi"ts to peop,e it met on its (ay. The !ehic,e (as randed "rom the sides top

and "ront and had a Rpush "or joy gi"t dispensing u::er utton at the ac and an

opening "rom (here gi"ts (ou,d come out "rom.


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31 | P a g e

3.3 METHODOLO#Y

The research methodo,ogies adopted to attain the ojecti!es o" this study are?

• Ae (ent to the meetings and had in depth interaction (ith the c,ients "rom

di""erent sector.

• uestionnaires (ere shared (ith the c,ients to "u,"i,, the ojecti!e o" the study.

• Oser!ation o" the acti!ities and the process o" the acti!ating a campaign

• In depth interaction (ith !endors ,ocated in di""erent states

3.3 5a6 Reea-) De*g

- research design is a "rame(or or ,ueprint "or conducting the mareting research

project. It detai,s the procedures necessary "or otaining the in"ormation needed to

structure or so,!e mareting research pro,ems. In simp,e (ords it is the genera, p,an o"

ho( you (i,, go aout your research.


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32 | P a g e

The "unction o" a research design is to ensure that reBuisite data in accordance (ith the

pro,em at hand is co,,ected accurate,y and economica,,y. $imp,y stated it is the

"rame(or a ,ueprint "or the research study (hich guides the co,,ection and ana,ysis o"

data. The research design depending upon the needs o" the researcher may e a !ery

detai,ed statement or on,y "urnish the minimum in"ormation reBuired "or p,anning the

research project.

Reea-) De*g'

Na,9e o Reea-)' 1> 7p,oratory

2> 0escripti!e

Da,a -o;;e-,*o So9-e' Primary and secondary

Da,a -o;;e-,*o 0e,)o7' ua,itati!e uantitati!e

Da,a -o;;e-,*o ,oo;' Inter!ie(s Oser!ation and uestionnaire.

Sa0;e De*g

T.#' Our target audiences "or this research are c,ients o" pinnac,e management "rom

9+C; and +edia entertainment sector. These c,ients are "rom mareting team o" the

organi:ation and are responsi,e or hand,e /T& acti!ation part o" their company. These

c,ients ha!e een in the industry "or than 2 years. They ha!e eperience o" past /T&

acti!ations o" (hich they (ere a part o". The T.;s (ere ased c,ose ended as (e,, as

open ended Buestions.

Po9;a,*o a0e' -,, the c,ients o" Pinnac,e management across


33/54

33 | P a g e

Sa0;*g a0e' 1* C,ients "rom /aning and +edia entertainment sector each (ho

ga!e us a meeting to discuss usiness (ith them during our tenure (ith pinnac,e

management and uti,ity ser!ices.

Sa0;*g 0e,)o7' Out o" the tota, c,ients o" Pinnac,e management they (ere di!ided in

c,usters on the asis o" sectors i.e. 9+C; /aning +edia entertainment -utomoi,e

7,ectronics 9+C0. O" these 9+C; and +edia entertainment (ere chosen. -nd "rom

that samp,e simp,e random samp,ing method (as used to inter!ie( T.; or gi!e them a

detai,ed Buestionnaire.

Sa0;e *?e'

1* c,ients o" /aning and 1* c,ients o" +edia entertainment

3.! LIMITATIONS OF THE REPORT'

• The samp,e si:e taen y us may not e a true representati!e "or the entire sector.

• 0ata a!ai,ai,ity constraint due to data con"identia,ity

• Time Constraint =2 months>.

• The responses maye iased and not a,(ays c,ear.

• Humer o" meetings (ith c,ients "rom each sector are too ,ess.

• $easona,ity o" "uture acti!ities o" many c,ients (ere not c,ear ecause their goa,s

(ere not yet set


34/54

34 | P a g e

Chapter 4

ANALYSIS " FINDIN#S

BTL a-,*8a,*o o-e o +a4*g -;*e, o P*a-;e 0aage0e, a7 9,*;*,>

e8*-e'

• F;o: o ,)e o-e '

+aing ca,,s to the c,ients ho,ding di""erent mareting positions in

/aning organi:ations

Pitching them aout our /T& acti!ation ser!ice on ca,, and "iing up a

meeting to discuss our case studies.

Creating a specia, design o" /T& acti!ities that our aning c,ient can

re,ate to and to attain their ojecti!e. 7g? &ead generation design

a(areness o" their ne( product design /randing their out,et p,an etc.

;etting rie"s "rom them. I.e. recei!ing their /T& acti!ation goa, and

other in"ormation re,ated to their /T& acti!ity to e done.

Other in"ormation inc,udes (here to conduct the acti!ity Ahen to

conduct the acti!ity 9or ho( ,ong 0e"ining T.; Purpose o" the

acti!ity 0etai,s o" their ,oca, dea,er or retai,er =i" reBuired>. 7tc.

P,anning a concept# acti!ity "or the c,ient to meet his goa,s.


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35 | P a g e

Cross checing (ith our operations team and coordinating (ith them and

getting reBuired data as per p,anned acti!ity.

$ending the idea and p,an in a presentation "orm to the c,ient and maing

needed changes in the p,an according to the c,ient and "ina,i:ing one

,ayout o" the p,an.

;i!ing the tota, cost o" the acti!ity to c,ient (ith reaup o" cost o" each

e,ement.

Coordinating (ith our !endors and ep,aining them the p,an and idea o"

ho( to eecute the particu,ar acti!ity.

$hort ,isting a !endor or agency on the asis o" ,o( cost and good Bua,ity

that (i,, eecute our gi!en /aning /T& acti!ity.

- comp,ete coordination et(een usiness de!e,opment team i.e.

"o,,o(ing up (ith c,ients and operations team (ho are "o,,o(ing up (ith

the !endors to ensure smooth and success"u, eecution.

+anpo(er "rom company to attend the e!ent to super!ise in case o"

acti!ities outside +umai - super!isor is hired and dai,y updates are

recei!ed through mai,. -nd e!ery 4 hour a picture o" acti!ity is sent on

(hatsapp to stay updated aout the acti!ity.

7nsuring that the ojecti!e o" doing the acti!ity is achie!ed.

- "eedac "orm is sent to the c,ient to rate Pinnac,e management on

!arious parameters ,ie ua,ity Timing Per"ormance etc.


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36 | P a g e

BTL A-,*8a,*o a7 *, eaoa;*,> * +a4*g a7 Me7*a " E,e,a*0e, -;*e, o

P*a-;e 0aage0e, a7 U,*;*,> e8*-e' 5o0 *,e8*e:6

/T& acti!ation "or a an happens on a regu,ar asis. I.e. (ee,y or on (eeends.

/aning sector pre"ers ho,idays to acti!ate their /T& p,an (hi,e +edia

7ntertainment industry chooses to carry out an acti!ity "or a ,onger period.

The duration o" acti!ity o" +edia entertainment industry is ,onger than /aning

industry acti!ities.

+edia entertainment industry major,y pre"er rura, acti!ation (hi,e aning

Industry pre"ers acti!ation in uran areas and there"ore are more seasona,

depending on the "esti!a,s and occasions in rura,.

/ans pre"er doing schoo, contact program society acti!ations as (e,, as

corporate programs to generate ,eads through /T& acti!ities.

These acti!ities "or an are done "or instant sa,e their product or ser!ices (hi,e

+edia 7ntertainment industry do /T& epecting resu,ts "or a ,onger period.

,timate goa, ehind /T& acti!ity "or +edia 7ntertainment to increase

!ie(ership o" that particu,ar TE channe, and hence is done "or a ,onger period to


37/54

3 | P a g e

ha!e a greater impact and hence seasona,.

/oth +edia 7ntertainment and aning industry tend to ha!e more acti!ities

during "esti!a,s.

1. O9, o -a;;G )o: -o8e,e7 *,o Mee,*g * ,)e 0o,) o 0a> a7 9e

T.1

• Out o" the tota, meetings "ied 2% (ere in the month o" +ay and 1 in the month

o" Mune.

• 25 meetings (ere "rom +edia sector (hi,e 21 (ere "rom aning sector.

26 O9, o ,o,a; 2 0ee,*gG ,o,a; o,e7 o 9+a/ 9a; a-,*8*,>

T.2


38/54

38 | P a g e

• O" the tota, 2* meetings 1* "rom each media entertainment and /aning 1*

c,ients chose uran /T& acti!ity (hi,e 1* chose rura, /T& acti!ity.

• 6 +edia entertainment mareters chose to do rura, acti!ation (hi,e 8 aning

mareters chose to do /T& acti!ity in uran p,aces.

36 I U+aG ,)e a-,*8*,*e eee7 +> ,)e0.

T.3

• nder uran acti!ities ma,, acti!ity (as pre"erred y 2 mareters 6 mareters

chose society acti!ation and schoo, contact program (as chosen 1 each y +edia

entertainment and aning sector c,ient.

• One mareter chose retai, /T& randing (hi,e 3 aning mareters chose

corporate acti!ation.

!6 I 9a;G ae Me;a a7 Haa, 7a,a *0o,a, ,o ,)e0

T.!


39/54

3% | P a g e

• Out o" the 1* mareters (ho chose rura, acti!ation 8 "ound Faat#+e,as data !ery

important =6 media 2 aning>.

• Ahi,e 2 aning mareters didnt "ind it so important.

%6 Peee7 0o,) ,o -o79-, BTL +> 0a4e,e.

T.%

• Out o" 2* mareters 13 =5 aning media> !otes (ent to the span "rom

Ho!emer to 9eruary crucia, period to conduct acti!ity.

• Ahi,e 1 !ote (ere "or the span "rom march to Mune and on,y 1 aning c,ient

"ound Mu,y) Octoer crucia, period to do /T& acti!ity

6 I 9a;G Ma4e,e eee-e * 9a; a-,*8a,*o.

T.


40/54

4* | P a g e

• O" those (ho chose rura, acti!ity as their pre"erence 4 !otes "rom media

mareters (ent to canter acti!ation.

• 5 mareters !ote =4 media1 aning> (ent to Faat#+e,a acti!ation and 2 !ote

(ent "or (a,, paint randing and on,y 1 chose 0ea,er oard

6 B97ge, o ,)e* a-,*8*,>

T.

• 3 aning c,ients had a udget o" upto 2* (hi,e 5 aning c,ients had udget

et(een 2* to 1 ,ah and 2 +edia entertainment c,ient had the same range o"

udget.

•

5 mareters =2 aning 3 +edia entertainment> had udget ao!e 1 ,ah ti,, 4,ah and 5 +edia entertainment mareters had udget ao!e 4 ,ah "or their

/T& acti!ity.

J6 D9a,*o o ,)e* a-,*8*,>


41/54

41 | P a g e

T.J

• One aning and one media mareter chose the duration o" their acti!ity as 1 day

(hi,e 6 aning c,ients chose (eeends and 2 media c,ients chose 1 (ee.

•Ahi,e 1* c,ients = media and 3 aning> chose the tenure o" their acti!ity "ormore than 1 month

K6 Do Ma4e,e 7o BTL a-,*8*,*e * 0ooo.

T.K

• 1 mareters =8 +edia entertainment and % aning> pre"erred to not conduct

any acti!ities.

• Ahi,e 3 mareters =1aning 2 media> chose to do acti!ities on a !ery rare asis

during monsoon

16 Do 0a4e,e ee ,o 7o BTL a-,*8*,*e 79*g e,*8a;


42/54

42 | P a g e

T.1

• 12 mareters =% aning and 3 media entertainment> chose to do most /T&

acti!ities most o" the time during "esti!a,.

• Ahi,e 8 c,ients said they rare,y pre"er /T& acti!ations during "esti!a, o" (hich

(ere +edia entertainment c,ients.

C)a,e % Co-;9*o " Re-o00e7a,*o

Co-;9*o

/aning sector "ind potentia, in rura, too ut it ecomes !ery hard to con!ince

rura, popu,ation to uy aning products and ser!ices and hence they tend to do

more uran acti!ities

+utua, "unds as a maret is yet to reach to majority o" popu,ation in uran too

hence mutua, "und section o" ans on,y do /T& acti!ities in uran especia,,y in

metros.

Eendors and the operations team "or a /T& agency ecomes the acone o" the

company to eecute a good e!ent it is necessary to ha!e strong !endor ase and

management.

/T& acti!ation agency shou,d e strong on their creati!e and inno!ati!e ideas

ecause to ha!e a success"u, e!ent or acti!ation it is necessary to come up (ith a


43/54

43 | P a g e

ne( non repeated idea and attain the ojecti!e o" the acti!ity.

/aning sector dont do society acti!ities in monsoon as major o" their T.;. dont

come out o" their home to attend the acti!ity in case o" rain"a,, and the chances o"

acti!ity to "ai, increases.

The numer o" ne( product and ser!ices ,aunched in +edia 7ntertainment

industry are more. i.e. He( dai,y soaps +o!ies music ,aunch etc. and hence

conducting a /T& acti!ity "or +edia 7ntertainment is !ery much dependent on

the re,ease date o" their ser!ices.

+ajority o" rura, acti!ities tae p,ace "or media entertainment industry in

Horthern part o" India compared to the south.

'ura, acti!ities are major,y pre"erred y +edia 7ntertainment industry and

rura, acti!ity in monsoon is a di""icu,t tas to conduct ecause o" di""icu,t c,imatic

conditions and poor in"rastructure in rura, India.

To eecute a e!ent in Horth is ,ess epensi!e compare to south and more o"

potentia, T.; "or media entertainment sector ,ies in Horth.

/T& acti!ations are !ery much dependent on "esti!a,s and ,oca, occasions in

rura, "or +edia entertainment sector

Changing consumer demographics decrease the in",uence o" traditiona, mass

media =i.e. Done)si:e)"its)a,,D> mareting messages

;ro(ing consumer sophistication heightens the demand "or channe,)agnosticcommunications

Aidespread mareting c,utterD diminishes the impact o" commercia, messages

that dont address speci"ic and indi!idua,,y re,e!ant consumer needs


44/54

44 | P a g e

7nhanced in"ormation a!ai,ai,ity empo(ers oth mareters and consumers (ith

insight that a,,o(s "or precise customer targeting and inte,,igent purchase

decisions

Feightened c,ient pressure to de,i!er Buanti"ia,e !a,ue y e!a,uation o" 'OI o"

the mareting initiati!es "orces mareting ser!ice pro!iders G especia,,y

agencies G to re)e!a,uate ser!ices p,at"orms

;ro(ing e""ecti!eness o" mu,ti channe,D campaigns =those that cross mu,tip,e

media> rein"orces demand "or tactics that esta,ish one)to)one re,ationships

et(een mareters and consumers

Re-o00e7a,*o

• /t, acti!ation agencies shou,d "ocus more on inno!ati!e ideas and shou,d "ocus to

ui,d a strong !endor management system

•

/T& agencies shou,d gather as much ra( and ,atest data aout the rura, "esti!a,sand me,as and haats to e ready to so,!e a rura, acti!ity pro,em "or a c,ient.

• It is !ery necessary "or mareters in the industry to understand the eha!ior o"

their end consumer on the asis o" change o" season "esti!a,s monsoon and

di""erent ca,endar days in that year

• +areters need to in!est more in /T& acti!ation "or rura, as the messages through

other "orms o" media in rura, is not a,e to create the est o" impacts.

• -gencies shou,d "ocus on minute parts o" the e!ents ,ie si:e o" /i,, oards

,anguage spoen y emcee o" the e!ent the ,iings o" ,oca, popu,ation incase o"


45/54

45 | P a g e

distriution o" "reeies etc.

• +edia entertainment sector shou,d not epect 'OI asap. It (i,, tae time to

increase the numer o" !ie(ership o" their channe,.

• +areters shou,d try to attach $ocia, acti!ity a,ong (ith their /T& acti!ation to

ha!e a greater impact and reca,, o" their e!ent.

/i,iography

'797'7HC7$

1. (((.agency"aBs.com

2. (((.e!ent"aBs.com

3. (((.echange4media.com

4. (((.adeindia.com

5. -gne( Fugh 7,mer 1%32. -d!ertising media ho( to (eigh and

measure. He( Nor? 0. !an Hostrand

6. /a, $uramanian $.


46/54

46 | P a g e

8. Carter /en =2**2> Farnessing the Po(er o" ;ames New Media Age

=Manuary 24> 33)35.

%. &aurent ;i,,es Mean)Hoe, .

11. 0a,,QO,mo 'i,ey 9. -.$.C. 7hrenerg $./. Cast,eerry T.P. /ar(ise and

H.'. /arnard =1%%> The Eariai,ity o" -ttitudina, 'epeat)'ates

12. Internationa, Mourna, o" 'esearch in +areting 43)5*

13. -aer 0a!id -. =1%%1> +anaging /rand 7Buity. He( Nor? The 9ree

Press

14. . /rand 7Buity? The

Fa,o 7""ect +easureD 7uropean Mourna, o" +areting 2% =4> 5)66.

16.


47/54

4 | P a g e

$-+P&7 07$C'IPTIOH

SR.NO Se-,o Co0a>

1 /aning ICICI Prudentia, =/

2 /aning

4 /aning

HIE7'$-& $O+PO

;7H7'-& IH$-'7HC7

5 /aning ICICI

6 /aning /an o" India

/aning F09C /an

8 /aning0$P /,ac'oc In!estment

managers

% /aning F09C home ,oans

1* /aning

HIE7'$-& $O+PO

;7H7'-& IH$-'7HC7

11 +edia 7ntertainement Oeroi I/C

12 +edia 7ntertainement Het ;en Pu,ishing


48/54

48 | P a g e

13 +edia 7ntertainement 7ros Internationa,

14 +edia 7ntertainement $ony +i

15 +edia 7ntertainement Kee Kindagi

16 +edia 7ntertainement Kee T!

1 +edia 7ntertainement $ony T!

18 +edia 7ntertainement $ony +i

1% +edia 7ntertainement $tar tsa!

2* +edia 7ntertainement One Het(or

UESTIONNAIRE

Age'

#e7e'

O--9a,*o'

16 @)ee ae >o9 ;oo4*g ,o )a8e >o9 BTL a-,*8*,>

• U+a

• R9a;

26 I U+a G @)a, a-,*8*,*e ae >o9 ;a*g ,o 7o

• Ma;; a-,*8*,>

• So-*e,> A-,*8a,*o

• S-)oo; Co,a-, Poga0

• Re,a*; +a7*g

• Cooa,e oga0

36 I R9a; A-,*8*,*eG ae Me;a a7 Haa, a 8e> *0o,a, 7a,a o*, o

>o9 I >eG e(;a*

• Ye

• No


49/54

4% | P a g e

• No, a:ae a+o9, Haa, a7 Me;a

!6 I R9a;G @)a, a-,*8*,> ae >o9 ;a*g ,o 7o

• Ca,e

• Haa,/0e;a• @a;; a*,*g

• Dea;e a-,*8*,*e

De*e >o9 T.#.

@)*-) ;o-a,*o/-*,*e 7o >o9 ;a ,o 7o ,)e a-,*8*,>

%6 @)a, * >o9 +97ge, o ,)* a-,*8*,>

• U,o 24

• 2.1 4 & 1a-

•1.1 ;a- & !

• ;a-! ;a-

6 @)e 7o >o9 :a, ,o -o79-, ,)* a-,*8*,>

• No8e0+e$ Fe+9a>

• Ma-)$ 9e

• 9;>$ O-,o+e

6 Fo )o: ;og 7o >o9 :a, ,o -o79-, ,)e a-,*8*,>

• 1 7a>

• @ee4e7

• Oe :ee4

• Oe 0o,) o 0oe

J6 Do >o9 )a8e >o9 a-,*8*,*e * Mooo• Ye

• No

• So0e,*0e

K6 Do >o9 -o79-, a> a-,*8*,*e 79*g e,*8a; o e-*a; o--a*o

• A;:a>


50/54

5* | P a g e

• Mo, o ,)e ,*0e

• Rae;>

• No

16 @)a, * ,)e 0a* 9oe o ,)e goa; +e)*7 -o79-,*g ,)* BTL a-,*8*,>

116 BARC * e;a-*g TAM a a e: TV a,*g >,e0. @*;; ,)* *;9e-e BTL

+97ge, a7 0a4e,e +97ge, o ATL a7 BTL

126 BTL a-,*8a,*o +97ge, )o9;7 +e *-eae7 Yo9 -o00e,

136 @)a, * ,)e o-e >o9 o;;o: a7 ,)e -)aa-,e*,*- >o9 ae ;oo4*g o

+eoe >o9 )o,;*, a age-> ,o ge, >o9 :o4 7oe

$ummer Internship Project

A ,97> o BTL a-,*8a,*o o-e a7 *, Seaoa;*,>

o -;*e, o P*a-;e 0aage0e, " U,*;*,> e8*-e.

=- Project (ith P*a-;e Maage0e, " U,*;*,> e8*-e6

$umitted in partia, "u,"i,,ment o" the reBuirements "or


51/54

51 | P a g e

Po, #a79a,e D*;o0a * Maage0e, 5P#DM6A-a7e0*- Yea' 21%

$umitted /y

5TEAS =ADA=IA6

Ro;; No. 5J6

P#DM$IIG Ba,-)' 21!$1

C)e,aa I,*,9,e o Maage0e, a7 Reea-)G Ba7a 5E6GM90+a* ! %1


52/54

52 | P a g e

DECLARATION

I herey dec,are that this report sumitted in partia, "u,"i,,ment o" the reBuirement o" the

a(ard "or the Post ;raduate 0ip,oma in +anagement to Chetanas Institute o"

+anagement and 'esearch is my origina, (or and not sumitted "or a(ard o" any

degree or dip,oma "e,,o(ship or "or simi,ar tit,es or pri:es.

I "urther certi"y that I ha!e no ojection and grant the rights to Chetanas Institute o"

+anagement and 'esearch to pu,ish any chapter# project i" they deem "it in

Mourna,s#+aga:ines and ne(spapers etc. (ithout my permission.

P;a-e ' M90+a*

Da,e ' 1,) 9;>G 21%

Na0e ' Tea.S.=a7a4*a

C;a ' P.#.D.M$ B. Se0. & II

Ro;; No. ' J


53/54

53 | P a g e

CERTIFICATE

This is to certi"y that the project sumitted in partia, "u,"i,,ment "or the a(ard o" Post

;raduate 0ip,oma in +anagement o" Chetanas Institute o" +anagement and 'esearch is

a resu,t o" the ona"ide research (or carried out y +r. # +s. =PT NO' H-+7>

under my super!ision and guidance no part o" this report has een sumitted "or a(ard

o" any other degree dip,oma "e,,o(ship or other simi,ar tit,es or pri:es. The (or has

a,so not een pu,ished in any Mourna,s#+aga:ines.

0ate? 1*th Mu,y 2*15

P,ace? M90+a*

D. =. C. Pa7e> Poe-, #9*7e '

Po.

0irector

C I + '


54/54

54 | P a g e

AC=NO@LED#EMENT

There is no temp,ate "or this as it is ,ie,y to change "rom person to person particu,ar,y

since this is a chance "or you to acno(,edge a,, those (ho p,ayed a ro,e in the conduct

o" the project.

This is one o" the "e( pages o" the entire report that is (ritten in "irst person so use o" I

+e Ae s etc. is a,,o(ed here.

The aim here is to acno(,edge and than e!eryone (ho may ha!e p,ayed a part in the

comp,etion o" the project. These shou,d de"inite,y inc,ude the "o,,o(ing? Institute0irector

0r.

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A study BTL seasonality across Media and banking and FMCG sector in INDIA

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