PROCESS OF BRAND BUILDING IN Ad AGENCIES

With Reference to Ramakanth Advertising Private limited, Hyderabad

By V.Lakshmi Sireesha

MBA, Marketing Regd.No.070129

INTRODUCTION

Advertising is the activity of attracting public attention to a

product or business, as by paid announcements in the print,

or electronic media.

Getting the best advertisement is a highly skilled job.

There fore advertising is arranged through an advertising

agency which provides the necessary skills to turn the

message into a memorable and effective advertisement.

Brand building advertising is the right blend of ‘sell’ and

‘build value’.

OBJECTIVES OF THE STUDY

To study the role of Ad Agencies in Brand Building

To study the process of brand building advertising in

Ramakanth Advertising Agency.

To analyze the role of Ramakanth Advertising Agency in

brand building with reference to a client Joy Alukkas.

METHODOLOGY

The data was collected from both the primary and secondary

sources. To know the present scenario of ad agencies the

primary data was collected through discussions and

interviews with concerned officials in the ad agency. The

secondary data was collected from books, journals,

magazines and also through inter net.

ADVERTISING INDUSTRY PROFILE

Advertising is a tool to make people know about products.

The Indian Advertising industry caters to the marketing and

communication needs of both foreign and Indian marketers operating

in India.

Mudra, Ogilvy and Mather (O&M), McCann Ericson, Rediffussion,

Leo Burnett are some of the top agencies of the country.

India’s total advertising expenditure was Rs 26,532 crore in 2008 in

comparison with Rs 22,721 crore in 2007, recorded as 17 per cent

growth.

RAMAKANTH ADVERTISING PRIVATE LIMITED

Ramakanth advertising private limited was established in the year 1999

and it is a leading communications entity reputed in the industry since

10 years.

It is ‘Ad Company’ with a specialist division in brand consulting.

Films, websites, presentations, photography, customer response systems

& research are some of the specialist services available with them.

Ramakanth advertising private limited actively serves clients across 7

key sectors .Those are Retail, Technology, Education, Infrastructure,

Health Care, Government, Industrial B2B.

PROCESS OF BRANDING AT RAMAKANTH ADVERTISING AGENCY

Ramakanth advertising agency develops brand through

answering three questions about the client. Those are:

A clear definition of why the brand exists—vision

How people across the business entity should behave to

deliver the brand—directed by values

What can the stake holders of the brand do / not do to allow

the business to build a brand experience—the brand contract,

mission, culture and identity.

Phase I: The ad agency understand the market, competitors,

industry, consumers, customers, universal options and also

the internal and external people of the brand.

Phase II: They can develop a unique platform for the brand

to be paced on which can be supported organically.

Phase III: They showcase every touch-point consistently to

create the brand experience.

Phase IV: Ramakanth advertising agency evaluates the

branding of its client through measuring the client’s return

on investment.

ROLE OF RAMAKANTH ADVERTISING AGENCY IN BRAND

BUILDING WITH REFERENCE TO A CLIENT JOY ALUKKAS  

Joy Alukkas is one of the world’s famous jewelers. In 2005 it

launched its showroom in Hyderabad. At that time it started its

journey with Ramakanth advertising for branding.

Phase I :

Ad agency had negotiations with the policy framers of joy Alukkas.

After those negotiations Ramakanth advertising got complete picture

about the size and growth of the jewelry market and needs and

requirements of the Joy Alukkas.

After the need analysis Ramakanth advertising observed that the

major competitors of Joy Alukkas are Khazana, Tanishq and KP

jewelers.

The target customers are the people who lived in metropolitan cities.

Phase II:

Vision and mission of Joy Alukkas

Vision: “To become a global brand by ornamenting the

world” .

Mission: “To improve and enrich lives everywhere by

offering extraordinary lifestyle solutions backs by

incomparable value-additions, adhering to globally

approved processes and norms and creating a successful

value-chain for our associates”.

From Joy Alukkas point of view the vision and mission of

Ramakanth advertising agency were to promote the Joy

Alukkas as global brand by ornamenting the target

customers and to inform them about the mission of the Joy

Alukkas through the effective advertising.

The main objective of Joy Alukkas is to satisfy its

customers with quality products according to their

requirement. So Ramakanth advertising set its objective as to

elevate the joy Alukkas through its effective advertising.

Phase III:

Joy Alukkas wanted to promote its product through both

print and electronic media and it mainly concentrated on

billboards, newspaper ads, attractive invitations to the

customers, flash presentations, ad films, brochures, filers

through which ways the customers get attracted easily.

LOGO

BILLBOARD

NEWPAPER AD

INVITATION

BROCHURE

AD FILM

FILER

Phase IV:

The brand building process of Ramakanth advertising for

Joy Alukkas was success and the customers in Hyderabad

city accepted the quality of the Joy Alukkas, because the Joy

Alukkas recently wants to establish two more showrooms in

Hyderabad one is at Secunderabad and another one is at the

State Government Promoted Gems and Jewelry Park.

In India, brand Alukkas has registered a turn over of Rs.400

crore in 2008 and expects to cross Rs.600 crore this fiscal.

FINDINGS

In Ramakanth advertising agency brand building is its primary

objective and the process is very effective.

In Ramakanth advertising agency it is observed that they execute

brand strategy by harmonizing integrated marketing

communications, HR initiatives, information technology flow and

client-facing operations ,management touch points.

In this ad agency they plan and develop core brand

communications internally and externally.

Ramakanth advertising agency supervises and monitors best-of-

breed resources/execution agencies for implementation of various

brand requirements such as web management, training etc.

It is observed that brand image of Ramakanth advertising

agency is little bit low as compared to other ad agencies at

national level.

The approach of the agency is very cost effective, even a

very small business people can also get its services very

economically.

The agency has a continuous interaction with the client

group and they maintain retainer ship rather than fee

structure

SUGGESTIONS

The Ramakanth advertising agency is encouraging young

talented people but it is not concentrating on their training.

If it provides some initial training to the employees in the

field of client servicing then it will get more opportunities.

The ad agency can encourage the feed back mechanism from

its clients.

Ramakanth advertising has to look after its own brand image

through extensive publicity.

Many ad agencies in India concentrating more on the 24/7

approach. So it will be beneficial to Ramakanth advertising

agency if follows the same approach.

If Ramakanth advertising agency give preference to the

consumer interest along with the client’s preferences, it will

be helpful to both the ad agency as well as the client.