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.