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AN PROJECT REPORT
ON
A D V E R T I S I N G & P R O M O T I O N S I N P U N E & I T S M A R K E TP O T E N T I A L
BY
P a n k a j M a n s h a n i( IB S P U N E )
FOR
A9 ADVERTISING & MARKETING PVT.LTD
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Distribution List:INDUSTRY GUIDE: MR.SACHIN JAISWAL
Date of Submission: 26 th April, 2011
ACKNOWLEDGEMENTI owe a great deal to A9 ADVERTISING & MARKETING PVT.LTD for laying the
building blocks of knowledge in my life which has helped me today to mold it
into a dynamic format and in lucid language. I am lucky to get inspiration,
motivation, guidance of admirable people and friends.
I would like to express my profound thanks to my INDUSTRY Guide,
Mr.SACHIN JAISWAL, (EXECUTIVE DIRECTOR) for guiding and extendinghelp throughout my project period, by constantly discussing the project
matter and helping me in clarifying my doubts and providing a meaning full
insight into the subject.
I also wish to place Mr ,ANTHONY PILLAI (CEO , MD) deep sense of
gratitude for providing me an opportunity to take up this project and giving
me a platform which has formed the first step of my professional career.
Their beneficiary and imperative recommendation was dynamic in making
this project feasible.
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At last I am also thankful to my friends, to all known and unknown individuals
who have given me their constructive advise, educative suggestion,
encouragement, co-operation and motivation to prepare this report.
ABSTRACT
The Project undertaken at A9 ADVERTISING AND MARKETING PVT LTD is an
endeavor to A D V E R T IS I N G & P R O M O T I O N S I N PU N E & IT S M A R K E TP O T E N T I A L and in particular to study the analysis of Indian advertisingagencies.
I joined A9 ADVERTISING AND MARKETING PVT LTD for an project program
and had limited theoretical knowledge of the related subject. I thank my my
Company Mentor for giving me an opportunity to learn the subject and gain
detailed knowledge of it. I am highly thankful for giving me an opportunity to
learn the company environment, i ts working and the in-depthknowledge of diff subs such as marketing and operations.I started my project with understanding the basic concepts of advertising
and marketing covering all sectors.
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Table of content
I n t ro d u c t io n a b o u tc o m p a n y Re se a rc hm e t h o d o l o g y Pro d u c t a n ds e r v i c e s M a r k et r e se a rc h S w o t a na ly s is . .P a c k a g i n g . .A 9 e v en ts . .Bu s in e ss d e ve lo p m e n t a n d m a rk e t in gs t r a t e g i e s .C o n c l u s i o n .
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Me t h o d o l o g y
Pr imary i n fo rmat ion : -C o m p a n y we b s i teC o m p a n y d a t a (wo r l d f i le p p t s )I n te r n a l e m p l o y e e s o f c o m p a n y
Seco ndary i n fo rm at ion and b ib l i og raphy
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www. wi k i p i d i a . c o mwww. g o o g l e . c o mwww. b i n g . c o mw w w . n i e m d . c o m
INTRODUCTION
About the CompanyA9 advertising and marketing pvt ltd is Indias growing integrated marketing
communication group has a fierce and young team which consist of many
creative and hardworking minds.
A9 capture a good share of market in short period of time and is already
looking for plans in expansion in Mumbai , Nagpur ,Aurangabad etc.
A9 believes in CODE
Customer delight
Original ideas and creativity maximus
Exclusively involving customer in the process. :
ICFAI Business School, Pune Page6
http://www.wikipidia.com/http://www.google.com/http://www.bing.com/http://www.niemd.com/http://www.wikipidia.com/http://www.google.com/http://www.bing.com/http://www.niemd.com/8/3/2019 Pankaj Final Project Reprot..........
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Full Service Advertising, Designing & Marketing Company
Wide Range Services Provider
National & Local Clientele Coverage
Young, Dynamic & Experienced Staff
Heavy Media Tie-ups..
Structure Managing Director , CEO - .Mr. ANTHONY PILLAI
Executive Director:- Mr .SACHIN JAISWAL
Strategic Manager :Ms Dimple Kumari
The office of the company is located at DHOLE PATIL ROAD SHANKAR
PARVATI CHAMBERS
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ADVERTISING
Advertising is a form of communication used to persuade anaudience (viewers, readers or listeners) to take some action withrespect to products, ideas, or services. Most commonly, thedesired result is drive consumer behavior with respect to acommercial offering, although political and ideological advertisingis also common. Advertising messages are usually paid forbysponsors and viewed via various media; including traditionalmedia such as newspapers, magazines, television, radio, outdoor ordirect mail; or new media such as websites and text messages.Commercial advertisers often seek to generateincreased consumption of their products or services through"branding," which involves the repetition of an image or productname in an effort to associate certain qualities with the brand inthe minds of consumers. Non-commercial advertisers who spendmoney to advertise items other than a consumer product or serviceinclude political parties, interest groups, religious organizationsand governmental agencies.Nonprofit organizations may rely onfree modes of persuasion, such as a public service announcement.Modern advertising developed with the rise of mass production inthe late 19th and early 20th centuries. In 2010, spending on
ICFAI Business School, Pune Page8
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Consumershttp://en.wikipedia.org/wiki/Nonprofit_organizationshttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Mass_productionhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Consumershttp://en.wikipedia.org/wiki/Nonprofit_organizationshttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Mass_production8/3/2019 Pankaj Final Project Reprot..........
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advertising was estimated at more than $300 billion in the UnitedStates[1] and $500 billion worldwide [.
Outdoor Advertisings Media Planning & Buying Print & Design Hoardings Buses Auto Rickshaws TV Channels Internet Newspapers Media Publicity Radio Graphic Design Creative Writing Cover Design Magazines Layout Logo Design & Identity Insertions Banners Catalogs
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Brochures Sales Flyers Product Design Business Cards
MARKET RESEARCH
M a rk e t r es e ar ch i s a n y o rg a ni ze d e ff or t t o g a th e r i nf or m at io na b o u t m a r k e t s o r c us to m er s. I t is a v er y im p ort an t c om p on en to f bus iness s t ra tegy . The te rm i sc o m m o n l y i n te r c h a n g e d w i t h m a r k e t in g r e s e a rc h ; h o w e v e r , e x p e r tp rac t i t io n e rs m ay w ish to d raw a d is t inc t io n , intha t market ing research i s concerne d spec i f i ca l l y about m arket ingp r oc e s s es , w h i le m a r k et r e se a r ch i s c o n c er n ed s p e ci fi c al ly w i thmarkets .M ark et R ese arc h is the ke y fa cto r to g et a dvan ta ge ove rc o m p e ti to r s. M a r k et r e se a rc h p r ov id e s i m p or ta n t i nf o rm a t io n t oident i fy and ana l yze the m arket need , market s i ze and com pet i t i on .M a r k e t r e s e a r c h ,a s d e f i n e d b y t h e I C C / E S O M A R In te rna t iona l Codeo n M a rk et a nd S oc ia l R es ea rc h, in clu de s s oc ia l a nd o pin io nr e s e a rc h , [ a n d ] i s t h e s y s t em a t i c g a t h e ri n g a n d i n te r p re t a t io n o fi n fo rmat ion about i nd i v idua l s o r o rgan i za t i ons us ing s ta t i s t i ca l anda n a l yt i c al m e t h o d s a n d t e c h n iq u e s o f t h e a p p l ie d s o c i al s c i e n c e sto ga in i ns igh t o r suppor t dec i s ion mak ing .
Pu rpose o f Market Research
Dete rmine the p ro f i tab i l it y o f t he ma rket D e t e r m i n e w h a t c u s t o m e r s w a n t a n d n e e d i n t h e m a r k e t
ICFAI Business School, Pune Page10
http://en.wikipedia.org/wiki/Marketshttp://en.wikipedia.org/wiki/Business_strategyhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/ESOMARhttp://en.wikipedia.org/wiki/Marketshttp://en.wikipedia.org/wiki/Business_strategyhttp://en.wikipedia.org/wiki/Marketing_researchhttp://en.wikipedia.org/wiki/ESOMAR8/3/2019 Pankaj Final Project Reprot..........
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Dete rmine i f t he re a re a l ready p rodu cts ava i l ab le tha t a repopu la r i n the market
Dete rmine how the top ra ted webs i tes i n the market a rese l l ing the ho t p rod ucts tha t you f i nd .
Back en g ineer the se l l i ng s t ra teg ies o f t he most p ro f i tab lewebs i tes i n the market D e t e r m i n e w h i c h w e b s i t e s d o m i n a t e y o u r m a r k e t a n d w h y D e t e r m i n e h o w t h e m o s t p o p u la r w e b s i t e s i n t h e m a r k e t m a k e
m o n e y Dete rmine p ro f i t po ten ti a l i n the market
Sectors To Target
REAL ESTATE
With around 1.1 billion people, India is the second most populous countryafter China
and it is expected to overtake it by 2030. Its economic transformation over
the past
decade has pushed up real GDP growth to an average of 6 per cent per
annum since
1992.
India is emerging as an important business location, particularly in the
services sector. Its
favourable demographics and strong economic growth make the country an
attractive
place for property investors, given that demand for property is determined
chiefly by
business development and demographic trends.
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EDUCATIONAL SECTOR
Over-regulated and under-governed best describes the largest sector in
India
Education (IES). In a failed public education system, aspirations are meetingaffluence
and taking private IES through a phase of Price Discovery. Ironically, the
gargantuan
potential (estimated private spend of US$50bn; $80bn by 2012) is trapped!
JEWELLERY SECTOR
The countrys organised retail jewellery sector is growing by 30-40 per cent
annually, thanks to the rising brand consciousness among the masses.
However, it still accounts for a measly three per cent of the consolidated
jewellery retail space, which is estimated at Rs 70,000 crore.
RESTAURANT AND CAFES
FTAs inInd ia during2 0 1 0 were 5.58 million with a growth rate of 9.3 percent as...The terms hotel includesres tau ran ts , beach resorts and othertourism
IT SECTOR
The economic effect of the technologically inclined servicessecto r i nInd iaaccounting for 40% of the country's GDP and 30% of export earnings
RETAIL SECTOR
The Indian retail industry is divided into organised and unorganised sectors.
Organised
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retailing refers to trading activities undertaken by licensed retailers, that is,
those who are
registered for sales tax, income tax, etc. These include the corporate-backed
hypermarkets and retail chains, and also the privately owned large retail
businesses.Unorganised retailing, on the other hand, refers to the traditional formats of
low-cost
retailing, for example, the local kirana shops, owner manned general stores,
paan/beedi etc
QUESTIONAIRE :
What i s the p r ime p roduct o f t he o rgan i za t i on?
What a re the fea tu res and use s o f the p roduct ?
What a re the usp s (un ique se l l i ng po in t ) o f t he p roduct andhow i t i s d i f fe ren t f rom co mp i t i to rs?
What i s the p r i ce range o f the p roduct ? w hat k ind o fpackag ing i s used ?
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Who a re the po ten t ia l cus tomers o f you r o rgan i za t i on?
Have your o rgan i za t i on w ent f o r any adver t i sement i n therecent pas t? I f ans i s no to above ques t i on then wh at t ype o fadver t i s i ng you w ish to go fo r the adver t i sement?
I ndooroutdoor
Rad iohoard ings
T vbi l l boards
N e w s p a p e rbuses , au to r i ckshaws
Brouchers , l ea fl e ts e tc
What bud get you r o rgan i za t i on w ish to a l l oca te fo r theadver t i s i ng ?
1 0 0 0 0 - 5 0 0 0 0 5 0 0 0 0 -1 0 0 0 0 0
1 0 0 0 0 0 - 5 0 0 0 0 0 5 0 0 0 0 0 -1 0 0 0 0 0 0
1 0 0 0 0 0 a n d a b o v e
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What k ind o f o the r p rom ot ions does the o rgan i za t i on doesdur ing spec ia l even ts , f es t i va ls?
Do you w ish to go fo r a A9 adver t i s i ng Pv t L td ( an adver t i s ingagency ) to p rom ote and i nc rease foo t f a l ls (wa lk i ns )?
I f ans i s yes then what a re you r expecta t i ons?
W o u l d u li k e t o g o f o r Q U A T E R L Y P A C K A G E t h a t A 9adver t i s i ng pv t l t d i s o f fe r i ng ?
( F O R T H I S Q U E S T I O N G O T O P R O J E C T O F P A C K A G I N G F O RA9)panks
IMP POINTS FOR MARKET RESEARCH
1. All interns must collect the visiting cards from the different
organizations.
2. All interns must have their visiting cards and kit .
3. All interns must be through the products and services of a9.
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4. All interns must wear decent clothes and properly groomed.
5. Should try to generate leads and take some requirements.
6. While doing analysis all must see the common factors for the
organizations.
7. After the research must draw the pictorial graphic presentation and
analyze accordingly (depends what kind of research motto is there)..
QUESTIONS FOR CUSTOMER LOYALTY PROGRAM1. How does your organization maintains database forcustomers/sales /purchases?2. Which method does ur organization uses for maintain database?3. How does your organization track the details of the customer ifhe/she visits the shop again?4. Have your organization planned any reward/loyalty program ?5. What special discounts / promotions the organization doesduring festive season?6. Walk in customer / day7. Expectations if you go for any advertising agency?
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SWOT 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 and
inventors 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.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 potentialaccording 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.
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MEANING :
Strengths
A strength is a resource or capacity the organisation can use effectively to
achieve its objectives.
WeaknessesA weakness is a limitation, fault, or defect in the organisation that will keep
it from achieving its objectives
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
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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 anddedicated 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, outdoor
activities..
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.
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Suggestions:
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 should
think down to earth.
11: monetary rewards should be there to motivate the employees andtrainees.
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 attractive
product 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 a
product 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
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from similar products. The packaging can also help promote product
branding.
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 more
homemade, 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 colors
and lines that remind the customer of the business brand.
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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
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 honestcompany 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
ads
15
da
21da 16days 12 w
ee
Broucher
s,leaflets
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10
sec
ys ys ke
nd
,insertion
s
may wedd ings
50ads
10
sec
20da
ys
21days
16days 12-15 w ee
ke
nd
yes
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
T o 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
20
days
21da
ys
16da
ys
12-
15
weeke
nd
yes insertion 2times
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sec inmonth
jun
e
weddin
gs
60
ads
10
sec
20da
ys
21da
ys
16da
ys
weeke
nd
YES insertions(leaflets) 1time
Jul
y
Guru
purnim
a
120
ads10
sec
15da
ys
14da
ys
16da
ys
weeke
nd
INSERTI
ON
3.EDUCATIONAL INSTITUTES, CLASSES ETC.
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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
April summers 60ad
s 10
sec
12day
s
21day
s
16days 12 weeken
d
May wedding
s
60
ads
10
16
days
21day
s
16days 12-15 weeken
d
yes
ICFAI Business School, Pune Page28
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
ads
10
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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sec
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.
7. Additional discounts and benefits.
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A9 EventsEvent management is the application ofproject management to thecreation and development offestivals, events and conferences.
Event management involves studying the intricacies of the brand, identifyingthe target audience, devising the event concept, planning the logistics and
coordinating the technical aspects before actually executing the modalities
of the proposed event. Post-event analysis and ensuring a return on
investment have become significant drivers for the event industry. [1]
The recent growth of festivals and events as an industry around the world
means that the management can no longer be ad hoc. Events and festivals,
such as the Asian Games, have a large impact on their communities and, in
some cases, the whole country.
The industry now includes events of all sizes from the Olympics down to a
breakfast meeting for ten business people. Many industries, charitable
organizations, and interest groups will hold events of some size in order to
market themselves, build business relationships, raise money or celebrate.
ICFAI Business School, Pune Page30
http://en.wikipedia.org/wiki/Project_managementhttp://en.wikipedia.org/wiki/Festivalhttp://en.wikipedia.org/wiki/Target_audiencehttp://en.wikipedia.org/wiki/Event_management#cite_note-0http://en.wikipedia.org/wiki/Asian_Gameshttp://en.wikipedia.org/wiki/Olympicshttp://en.wikipedia.org/wiki/Charitable_organizationhttp://en.wikipedia.org/wiki/Charitable_organizationhttp://en.wikipedia.org/wiki/Project_managementhttp://en.wikipedia.org/wiki/Festivalhttp://en.wikipedia.org/wiki/Target_audiencehttp://en.wikipedia.org/wiki/Event_management#cite_note-0http://en.wikipedia.org/wiki/Asian_Gameshttp://en.wikipedia.org/wiki/Olympicshttp://en.wikipedia.org/wiki/Charitable_organizationhttp://en.wikipedia.org/wiki/Charitable_organization8/3/2019 Pankaj Final Project Reprot..........
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Services
Event management companies and organizations service a variety of areas
including corporate events (product launches, press conferences, corporate
meetings and conferences), marketing programs (road shows, grand opening
events), and special corporate hospitality events like concerts, award
ceremonies, film premieres, launch/release parties, fashion shows,
commercial events, private (personal) events such as weddings and bar
mitzvahs.
Clients hire event management companies to handle a specific scope of
services for the given event, which at its maximum may include all creative,
technical and logistical elements of the event. (Or just a subset of these,
depending on the client's needs, expertise and budget).
Event manager
The event manager is the person who plans and executes the event. Event
managers and their teams are often behind-the-scenes running the event.
Event managers may also be involved in more than just the planning and
execution of the event, but also brand building, marketing and
communication strategy. The event manager is an expert at the creative,
technical and logistical elements that help an event succeed. This includes
event design, audio-visual production, scriptwriting, logistics, budgeting,
negotiation and, of course, client service. It is a multi-dimensional
profession.
The event manager may become involved at the early initiation stages of the
event. If the event manager has budget responsibilities at this early stage
they may be termed an event or production executive. The early stages
include:
Site surveying
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http://en.wikipedia.org/w/index.php?title=Corporate_hospitality&action=edit&redlink=1http://en.wikipedia.org/wiki/Bar_mitzvahshttp://en.wikipedia.org/wiki/Bar_mitzvahshttp://en.wikipedia.org/wiki/Audio-visualhttp://en.wikipedia.org/w/index.php?title=Corporate_hospitality&action=edit&redlink=1http://en.wikipedia.org/wiki/Bar_mitzvahshttp://en.wikipedia.org/wiki/Bar_mitzvahshttp://en.wikipedia.org/wiki/Audio-visual8/3/2019 Pankaj Final Project Reprot..........
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Client Service
Brief clarification
Budget drafting
Cash flow management Supply chain identification
Procurement
Scheduling
Site design
Technical design
Health & Safety
An event manager who becomes involved closer to the event will often have
a more limited brief. The key disciplines closer to the event are:
Health & Safety including crowd management,
Logistics
Rigging
Sound
Light
Video
Detailed scheduling
Security
As an industry
Event Management is a multi-million dollar industry, growing rapidly, with
mega shows and events hosted regularly. Surprisingly, there is no formalized
research conducted to assess the growth of this industry. The industry
includes fields such as the MICE (Meetings, Incentives, Conventions and
Exhibitions), conferences and seminars as well as live music and sporting
events.
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The logistics side of the industry is paid less than the sales/sponsorship side,
though some may say that these are two different industries.
Technology
Event management software companies provide event planners with
software tools to handle many common activities such as delegate
registration, hotel booking, travel booking or allocation of exhibition
floorspace.
Education
There are an increasing number ofuniversities which offer courses in event
management, including diplomas and graduate degrees. In addition to these
academic courses, there are many associations and societies that provide
courses on the various aspects of the industry. Study includes organizational
skills, technical knowledge, P.R., marketing, advertising, catering, logistics,
decor, glamor identity, human relations, study of law and licenses, risk
management, budgeting, study of allied industries like television, other media
and several other areas. Certification can be acquired from various sources
to obtain designations such as Certified Trade Show Marketer (CTSM),
Certified Manager of Exhibits (CME), Certified in Exhibition Management
(CEM), Global Certification in Meeting Management (CMM), Certified Meeting
Professional (CMP) and the Certified Special Event Professional (CSEP).
Career opportunities are in the following Industries :
1. Event Management
2. Event Management Consultancy
3. Hotel, travel and hospitality Industries
4. Advertising Agencies
5. Public Relations Firms
6. Corporations
ICFAI Business School, Pune Page33
http://en.wikipedia.org/wiki/Event_management_softwarehttp://en.wikipedia.org/wiki/Event_planninghttp://en.wikipedia.org/wiki/Universitieshttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Event_management_softwarehttp://en.wikipedia.org/wiki/Event_planninghttp://en.wikipedia.org/wiki/Universitieshttp://en.wikipedia.org/wiki/Industry8/3/2019 Pankaj Final Project Reprot..........
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7. News Media
8. Non-profit organization
9. Integrated Marketing & Communications
10. Event Budgeting and Accounting
Categories of Events
Events can be classified into four broad categories based on their purpose
and objective:
1. Leisure events e.g. leisure sport, music, recreation.
2. Cultural events e.g. ceremonial, religious, art, heritage, and
folklore.
3. Personal events e.g. weddings, birthdays,
anniversaries.Organizational events e.g. commercial, political,
charitable, sales, product launch, expo.
Volunteer registration form
Name:
Age:
Highest qualification:
Pursuing qualification (which college):
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What do you know about events?
Any experience in events (if yes then what kind of events):
Ph no:
Email id:
B U S I N E S S D E V E L O P M E N T A N D M A R K E T I N G ST R A T E R G I E S
Executive Summary
A9 advertising and marketing pvt ltd is Indias growing integrated marketing
communication group has a fierce and young team which consist of many
creative and hardworking minds.
A9 capture a good share of market in short period of time and is already
looking for plans in expansion in Mumbai , Nagpur ,Aurangabad etc.
A9 believes in CODE
Customer delight
Original ideas and creativity maximus
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Delivering results oriented solutions.
Exclusively involving customer in the process.
About the company
Full Service Advertising, Designing & Marketing Company
Wide Range Services Provider
National & Local Clientele Coverage
Young, Dynamic & Experienced Staff
Heavy Media Tie-ups..
Products & Services
Outdoor Advertisings
Media Planning & Buying
Print & Design
Hoardings
Buses
Auto Rickshaws
TV Channels
Internet
Newspapers
Media Publicity
Radio
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Graphic Design
Creative Writing
Cover Design
Magazines
Layout
Logo Design & Identity
Insertions
Banners
Catalogs
Brochures
Sales Flyers
Product Design
Business Cards
Printings
Web Designing
And Much More
A9 tie ups
Sakal
Times Of India
IBN Lokmat
Star TV
Zee Marathi
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Saam TV
ICC Cable
Radio City
And Many More..
A9 coverage
Sakal
Times Of India
IBN Lokmat
Star TV
Zee Marathi
Saam TV
ICC Cable
Radio City
And Many More..
Business strategy
strategy is management's game plan for strengthening the performance of
the enterprise.It states how business should be conduct to achieve thedesired goals. Without a strategy management has no roadmap to guide
them.
Creating a business strategy is a core management function.It must be said
that having a good strategy and executing the strategy well, does not
ICFAI Business School, Pune Page38
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guarantee success. Organisations can face unforeseen circumstances and
adverse conditions through no fault of their own.
SOME STRATERGIES FOR A9 ADVERTISING AND MARKETING PVTLTD.
1. TIE UPS WITH ALL THE NEWS PAPERS TO ENSURE SMOOTHRESPONSE FROM CUSTOMERS AND SUPPLIERS
2. CREDIT PERIOD FACILTY SHOLD BE GIVEN IF FINANCIALPOSITION GETS STRONG IN THE COMING QUARTERS
3. EMPLOYYES SHOULD FOLLOW PROPER DRESS CODE AND BEOBIDIENT AND DISIPLINED
4. FOR THE EMPLOYEE HOLD COMPANY MUST MAKEEMPLOYEES TO SIGN A BOND ,IF SOMEONE TRIES TO BREAKTHE BOND MUST HAVE TO PAY THE FINE UNDER LEGALRESTRICTIONS(GENIUNE CASES MUST BE CONSIDERED)
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MARKETING PLANS
1. PROPER RESEARCH SHOULD BE DONE BY IDENTIFYING THE SECTORS
2. AFTER RESEARCH ONE MUST ANALYSE THE DATA AND TRY TO
UNDERSTAND THE MARKET AND
THEN GO FOR SALES.
3. THE STAFF SHOULD BE YOUNG AND DYNAMIC FULL OF ENTHUSIASM
4. PROPER GUIDANCE SHOULD BE GIVEN TO THE RESEARCHERS
5. COMPANY MUST GO FOR ITS ADVERTISING IN NEWS PAPERS AND
LOCAL TV I.E ICC ETC
6. A9 IDEAS .COM SHOULD CREATE A SIGNIFICANT IMPACT IN THE
MINDS OF YOUTH WHICH WILL CREATE THE SENSE OF AWARENESS
INTO PEOPLE ABOUT THE COMPANY
MARKET POTENTIAL AND INCREASING SALES APPROACH
STEPS TO BE TAKEN:
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1. ANALYSIS OF RESEARCH
2. VISTING ON COLD CALLS AND WARM CALS
3. EVENT PROMOTIONS, SOCIAL GATHERING FOR CLIENTS
4. GIVING GOOD DEALS TO CLIENTS
5. PRODUCT INFORMATION
6. TRAINING AND DEVELOPMENT (new marketing executives)
Conclusion:
Adver t i s i ng and p romot ions a re an i n teg ra l and ve ry impor tan tpa r t o f any o rgan i za t i on . Adver t i s i ng w i th a lmost a l l k i nd o f med iasa r e d o n e i n A 9 A D V E R T I S I N G P V T L T D . A 9 d e a l s w i t h v a st r a n g e o fp roducts i . e med ia and be l i eves i n de l i ve ri ng the se rv ices to the
bes t .Market research i s sys temat ic and o rgan i zed way o f convey ing anyin fo rmat ion to the co re w i th p roper f ac ts
ICFAI Business School, Pune Page41
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Swot ana l ys i s shou ld be con ducted t ime to t ime i n o rde r todete rmine the exact pos i t i on o f the comp any
Event manag ement i s someth ing where m anag ing ab i l i ti es a recha l l enged
Package s a re new in market and shou ld be p i tched as the p r imeproducts o f t he comp any .
Market po ten t ia l o f an adver t i s i ng agency i s rea l ly huge i n the c i t yo f PUNE .As the re a re many ad ver t i s ing agenc ies i n the market bu tth rough th i s p ro jec t I have l ea rn t about how actua l l y med iap lann ing i s done and how budget ing pa r t i s done i n o rde r togenera te huge amou nt o f bus iness
Proper coord ina t i on and em p loyee ded ica t i on i n any o rgan i za t i on i sthe c ruc ia l pa r t . So A9 has j o i ned hands w i th i t s emp loyees tofocus on g row th , co -o rd ina t ion and be t te r p rospects o f t hec o m p a n y .
A9 i s work ing ve ry ha rd and g rowing i t s market i n the c i t y o f Puneand w i th th i s p rog ress they have reached a benchm ark i n a sho r tpe r i od o f t ime .A9 i s a l so p lann ing to open a new b ranches i nMU MBA I and o the r reg ions o f Maharash t ra .