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  • Mantu's Project....... Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective prom

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    Pijush Roy
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    Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective promotion, whether it is of limited or more extensive nature. Most basic marketing textbooks cover the "ground" rules for effective advertising and promotion and so the reader is referred to these rather than repeat these again here. It is usual to distinguish between "advertising " and "promotion". Advertising is defined as: "Any form of communication in the paid media". Promotion, on the other hand, is defined as: "An incentive, usually at the point of sale, intended to enhance the intrinsic value of a product or service". Other expressions in common use are "above the line" and "below the line", the line being an imaginary one, defining the boundary between promotion from the retailer to consumer and the other from manufacturer to retailer. Chapter Objectives The objectives of this chapter are: • To show the benefits of global advertising and promotion • To identify the special problems in international promotion • To describe the steps involved in designing a promotion campaign. Structure Of The Chapter The chapter starts by looking at the nature of global promotion and the special difficulties involved when sending messages across global boundaries. These are related to translation and transmission problems (non-availability of media) and cultural interpretations. The chapter then goes on to describe briefly the main steps involved in a communications campaign design. The nature of global promotion Generally advertising is used primarily for low cost, mass volume consumer products. Products like fertilizers, canned and fresh produce and tobacco - all products which are used by end consumers - are the subject of heavy promotion. In intermediate products like timber, leather and cotton the advertising may be more limited in nature due to the fewer end purchasers of the raw material. Until recently, per capita GNP and advertising were directly correlated, due to the more widespread availability of media and higher incomes, giving a larger potential market for products. This is no longer the case. Optimal levels of advertising occur where the advertising/sales overseas effect is equal to the marginal advertising expenditure. The problem is in estimating the levels of each. Global expenditure on advertising is believed to be more than US$ 200 billion, with the US the largest spender and Japan next. Individual companies like General Motors and IBM are each spending billions on advertising per annum. Worldwide, although less in Africa, the average advertising expenditure as a percentage of GNP is around 1.4% The major expenditure is on the television medic, the USA spending over US$ 30 billion on this medium. In many African countries radio is widely used, especially where television is not available, as in Malawi. Global programmes like CNN news and MNet television have dramatically increased the global advertising and direct selling possibilities via satellite. Print advertising continues to be a major medium in Africa. Global promotion When organisations adverti

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    Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective promotion, whether it is of limited or more extensive nature. Most basic marketing textbooks cover the "ground" rules for effective advertising and promotion and so the reader is referred to these rather than repeat these again here. It is usual to distinguish between "advertising " and "promotion". Advertising is defined as: "Any form of communication in the paid media". Promotion, on the other hand, is defined as: "An incentive, usually at the point of sale, intended to enhance the intrinsic value of a product or service". Other expressions in common use are "above the line" and "below the line", the line being an imaginary one, defining the boundary between promotion from the retailer to consumer and the other from manufacturer to retailer. Chapter Objectives The objectives of this chapter are: • To show the benefits of global advertising and promotion • To identify the special problems in international promotion • To describe the steps involved in designing a promotion campaign. Structure Of The Chapter The chapter starts by looking at the nature of global promotion and the special difficulties involved when sending messages across global boundaries. These are related to translation and transmission problems (non-availability of media) and cultural interpretations. The chapter then goes on to describe briefly the main steps involved in a communications campaign design. The nature of global promotion Generally advertising is used primarily for low cost, mass volume consumer products. Products like fertilizers, canned and fresh produce and tobacco - all products which are used by end consumers - are the subject of heavy promotion. In intermediate products like timber, leather and cotton the advertising may be more limited in nature due to the fewer end purchasers of the raw material. Until recently, per capita GNP and advertising were directly correlated, due to the more widespread availability of media and higher incomes, giving a larger potential market for products. This is no longer the case. Optimal levels of advertising occur where the advertising/sales overseas effect is equal to the marginal advertising expenditure. The problem is in estimating the levels of each. Global expenditure on advertising is believed to be more than US$ 200 billion, with the US the largest spender and Japan next. Individual companies like General Motors and IBM are each spending billions on advertising per annum. Worldwide, although less in Africa, the average advertising expenditure as a percentage of GNP is around 1.4% The major expenditure is on the television medic, the USA spending over US$ 30 billion on this medium. In many African countries radio is widely used, especially where television is not available, as in Malawi. Global programmes like CNN news and MNet television have dramatically increased the global advertising and direct selling possibilities via satellite. Print advertising continues to be a major medium in Africa. Global promotion When organisations adverti

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    Mantu's Project....... Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective prom

    Uploaded by

    Pijush Roy
    Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective promotion, whether it is of limited or more extensive nature. Most basic marketing textbooks cover the "ground" rules for effective advertising and promotion and so the reader is referred to these rather than repeat these again here. It is usual to distinguish between "advertising " and "promotion". Advertising is defined as: "Any form of communication in the paid media". Promotion, on the other hand, is defined as: "An incentive, usually at the point of sale, intended to enhance the intrinsic value of a product or service". Other expressions in common use are "above the line" and "below the line", the line being an imaginary one, defining the boundary between promotion from the retailer to consumer and the other from manufacturer to retailer. Chapter Objectives The objectives of this chapter are: • To show the benefits of global advertising and promotion • To identify the special problems in international promotion • To describe the steps involved in designing a promotion campaign. Structure Of The Chapter The chapter starts by looking at the nature of global promotion and the special difficulties involved when sending messages across global boundaries. These are related to translation and transmission problems (non-availability of media) and cultural interpretations. The chapter then goes on to describe briefly the main steps involved in a communications campaign design. The nature of global promotion Generally advertising is used primarily for low cost, mass volume consumer products. Products like fertilizers, canned and fresh produce and tobacco - all products which are used by end consumers - are the subject of heavy promotion. In intermediate products like timber, leather and cotton the advertising may be more limited in nature due to the fewer end purchasers of the raw material. Until recently, per capita GNP and advertising were directly correlated, due to the more widespread availability of media and higher incomes, giving a larger potential market for products. This is no longer the case. Optimal levels of advertising occur where the advertising/sales overseas effect is equal to the marginal advertising expenditure. The problem is in estimating the levels of each. Global expenditure on advertising is believed to be more than US$ 200 billion, with the US the largest spender and Japan next. Individual companies like General Motors and IBM are each spending billions on advertising per annum. Worldwide, although less in Africa, the average advertising expenditure as a percentage of GNP is around 1.4% The major expenditure is on the television medic, the USA spending over US$ 30 billion on this medium. In many African countries radio is widely used, especially where television is not available, as in Malawi. Global programmes like CNN news and MNet television have dramatically increased the global advertising and direct selling possibilities via satellite. Print advertising continues to be a major medium in Africa. Global promotion When organisations adverti

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    of 37

    CHAPTER - 1

    1.1GENERAL INTRODUCTION ABOUT THE SECTOR

    PRINT MEDIA:

    WEB MEDIA:

    1.2 INDUSTRY PROFILE

    A. Origin and Deve !"#en$ !% $&e Ind'($r) *-

    B. Growth and Present Status of the Industry:-

    C. Future of the industry:-

    CHAPTER 2

    2.1 Profile of the organization:India Today is an Indian weekly newsmagazine published by Living Media India Limited, in publication since 1975. India oday is also the name o! its siste"#publication in $indi. %"oon &u"ie is its edito"#in#chie! !"om 1975, a position he has held continuously !o" the last th"ee decades. It is pa"t o! the India oday g"oup also !ounded in 1975 and which now includes 1' magazines, ' "adio stations, ( ) channels, 1 newspape", a classical music label *Music

    Today+, book publishing and India,s only book club. -ith the publication o! its '.th %nnive"sa"y issue in /ecembe" 0..5, the magazine which had commenced publication in 1975 with a ci"culation o! 5... copies, cu""ently has !ive editions and a ci"culation o! ove" hal! a million copies with a "eade"ship o! ove" 0. million. In Ma"ch 0..9 the news magazine a""anged the visit o! !o"me" &"esident o! &akistan, &e"vez Musha""a! to the count"y whe"e he delive"ed a lectu"e on the 12hallenges o! 2hange1. Musha""a! thanked the newspape" !o" the "eception and p"otocol it had o!!e"ed him du"ing his t"ip the"e.

    India oday g"oup to launch tabloid in pa"tne"ship with /aily Mail. 3"itain4s top#selling Daily Mail and the India oday g"oup a"e set to launch a newspape" ta"geting women "eade"s in India.

    India oday g"oup said Mail Today, backed by Daily Mail publishe"s %ssociated 5ewspape"s, was e6pected to hit the /elhi ma"ket by the end o! the week with an initial p"int "un o! 1,0.,... copies.

    he (7#page tabloid will be g"adually "olled out ac"oss India, 8ostling !o" "eade"s in competition with a host o! new publications that have been launched in "ecent yea"s.

    9Mail oday will be a completely di!!e"ent newspape" !"om the othe" e6isting newspape"s

    and it will be a newspape" that the whole o! India would be p"oud o!,: said India oday chai"man %"oon &u"ie in a statement.

    2.2 Growth and De elo!"ent of the organization

    India oday g"oup said Mail oday, backed by /aily Mail publishe"s %ssociated

    5ewspape"s, was e6pected to hit the /elhi ma"ket by the end o! the week with an initial p"int "un o! 1,0.,... copies. he (7#page tabloid will be g"adually "olled out ac"oss India, 8ostling !o" "eade"s in competition with a host o! new publications that have been launched in "ecent yea"s. 9Mail oday will be a completely di!!e"ent newspape" !"om the othe" e6isting newspape"s and it will be a newspape" that the whole o! India would be p"oud o!,: said India oday chai"man %"oon &u"ie in a statement.

    2.# Present status of the $rganization:-

    India oday plans to adopt the highly success!ul !o"mula used by the /aily Mailin ta"geting middle class women "eade"s. &u"ie said women4s content was an a"ea not cove"ed by e6isting Indian newspape"s and Mail oday would have it as a 9di!!e"entiating !acto".: he nea"ly centu"y old /aily Mail, the second la"gest selling daily in 3"itain a!te" the ;un, was the !i"st pape" to have a women4s page and position itsel! as a middle class publication, emb"acing such themes as !amily values.

    Mail oday4s edito" 3ha"at 3hushan said the pape"4s content would st"ess taking a stand and highlight people who believed in 9"aising thei" voices !o" the good o! society.: he statement gave no owne"ship details but the"e is a limit o! 0<= !o"eign owne"ship in the p"int media.
    The nearly century old Daily Mail, the second largest selling daily in Britain after the Sun, was the first paper to have a womens page and position itself as a middle class publication, embracing such themes as family values.

    Mail Todays editor Bharat Bhushan said the papers content would stress taking a stand and highlight people who believed in raising their voices for the good of society.

    The statement gave no ownership details but there is a limit of 2 ! foreign ownership in the print media.

    There have been a slew of newspaper and maga"ine launches in #ndia including two new general dailies in $umbai % Daily News and Analysis, or &'( and theMumbai Mirror % and a new business paper Mint which was launched in )ebruary in both 'ew &elhi and $umbai. (lso, *T $edia +td, publishers of Mint, and arch,rivals Bennet -oleman and -ompany +td, publishers of the Times of India, got together to publish Metro Now, a tabloid.

    &riving the media spurt in the country of more than one billion people is a booming economy which has created a surge in advertising.

    2.% Fun&tional De!art"ent of the organization:-

    2.' $rganization Stru&ture and organize institution for any resear&h or di!lo"a. (&tion Chart:-

    An Approach to Business that reflects Responsibility, Transparency and Ethical Behaviour. Respect for Employees, Clients & Stakeholder roups

    ORGANI+ATION STRUCTURE

    2.) Produ&t and Ser i&es !rofile of the organization Co"!etitors:-

    2.* +ar,et !rofile of the organization:Mail Today is a newspape" established in 5ovembe" 0..7 , and published by the India oday >"oup in a 8oint ventu"e with 3"itish newspape" /aily Mail *which is pa"t o! the %ssociated 5ewspape"s >"oup+. %ssociated 5ewspape"s holds 0<= stake which it bought at ?s. 17 2"o"e 2u""ently the"e is one edition o! the pape" published !"om /elhi which consists o! (7 pages.

    he Daily Mail is a 3"itish, daily middle ma"ket tabloid newspape". @i"st published in 179< by Lo"d 5o"thcli!!e, it is the Anited Bingdom,s second biggest#selling daily newspape" a!te" The Sun. Its siste" pape", The Mail on Sunday was launched in 1970. ;cottish and I"ish editions o! the pape" we"e launched in 19(7 and 0..< "espectively. he Daily Mail was

    3"itain,s !i"st daily newspape" aimed at the newly#lite"ate 1lowe"#middle class ma"ket "esulting !"om mass education, combining a low "etail p"ice with plenty o! competitions, p"izes and p"omotional gimmicks1C'D, and the !i"st 3"itish pape" to sell a million copies a day. It was, !"om the outset, a newspape" !o" women, being the !i"st to p"ovide !eatu"es especially !o" them, and is still the only 3"itish newspape" whose "eade"ship is mo"e than 5.= !emale. LMI was !ounded in 1975 and its !i"st publication was India oday which was a !o"tnightly news magazine. %"oon &u"ie is the 2hai"man and Edito"#in#2hie! and %shish 3agga is the 2EF. he"e have been a slew o! newspape" and magazine launches in India including two new gene"al dailies in Mumbai G /aily 5ews and %nalysis, o" /5% and theMumbai Mi""o" G and a new business pape" Mint which was launched in @eb"ua"y in both 5ew /elhi and Mumbai. %lso, $ Media Ltd, publishe"s o! Mint, and a"ch#"ivals 3ennet 2oleman and 2ompany Ltd, publishe"s o! the imes o! India, got togethe" to publish Met"o 5ow, a tabloid. /"iving the media spu"t in the count"y o! mo"e than one billion people is a booming economy which has c"eated a su"ge in adve"tising.

    CHAPTER 3

    #.1 -$./ (0D -/SP$0SIBI.I1I/S:!n "A!# T$%A&, "y role 'as mana ement trainee in the or ani(ation 'orkin to'ards the pro ress and development of the or ani(ation. "y responsibility is to increase the sales of Suscription and choose the "ass functionin Clients for the company. "y main role is to a'are the customer about my company and to 'ork to'ards achievement of the allotted tar et.

    )here ! learn ho' to fulfill the need of customers or else provide them a ri ht product accountin to their need. !n my 'hole tenure ! learn all the basic part of marketin and sales. *o' to enerate leads. *o' to interact 'ith client+

    *o' to pitch customer for the product+ *o' to do service after sellin a product+

    ,) -!. "r!%i e #ain ) in/ 'ded (a e( !%* Sellin the "ail today ,e's -aper Subscription to the customer Thou h .,$- ! also sell the subscription !ndividually ! one throu h the tar et or potential customer After Sellin the Subscriptions my /ob is to teach customer ho' to stat this service Customer -roblem handlin

    Beside this ! had to serve old customers as 'ell. 0or the first 12 days, immense kno'led e on the product 'as provided to us by hi hly 3ualified and e4perienced trainers. *o'ever my /ob profile 'as not tar et based, but ! 'as to contribute in my A.S."5s tar et. *ence, ! 'as doin my 'ork 'ith dedication. ! 'ent in market, used my o'n reference, tried to enerate leads throu h tele callin . ! 'as also en a ed in interactin 'ith customers directly, 'hich had a 'onderful e4perience.

    0.2 1e) Learning *%escriptions of #ive E4periences678


    -o"king in a F"ganization like Mail oday can be a g"eat e6pe"ience !o" anyone and it was the same !o" me as well. I took my !ull e!!o"ts to accomplish all the duties and "esponsibilities

    assigned to me by supe"io"s and t"ied my best to accomplish the task assigned. he p"o8ect and t"aining e6pe"ience in Mail today was a sou"ce o! immense lea"ning and development !o" us as a management student and human beingH

    1. ! achieved my monthly tar ets 'ith 1229 success rate

    2. )ith ood communication skill, ! mana ed to attain customer satisfaction.

    0. ! tried to maintain a ood 'orkin environment for myself and others.

    CHAPTER 4

    Introdu&tion:-

    he study o! "esea"ch methodology gives the necessa"y t"aining in gathe"ing mate"ial and a""anging o" ca"d#inde6ing them, pa"ticipation in the !ield wo"k when "eIui"ed, and also t"aining in techniIues !o" the collection o! data app"op"iate to, pa"ticula" p"oblems, in the use o! statistics, Iuestionnai"es and cont"ol e6pe"imentation and in "eco"ding evidence, so"ting it out and inte"p"eting it.

    %.1 State"ent of resear&h !ro2le"

    Data Colle&tion:/ata in the sense contact name, numbe", add"ess o! mass numbe" o! pe"son whom we can contact and sale ou" p"oduct. o do a "esea"ch on any speci!ic topic one should unde"standing the p"oblem tho"oughly, and "eph"asing the same into meaning!ul te"ms and analytical point o! view. @i"stly, I unde"stand the p"oblem to discuss it with one4 my own colleagues then I discuss it with some e6pe"tise in these matte"s. -e have to go into the ma"ket to meet ou" custome" pe"sonally and ask them to give detailed in!o"mation that we "eIui"e. It4s depending upon them whethe" they a"e inte"ested to do so o" not. It4s time consuming as well money consuming p"ocess. %!te" collecting these data we have to contact them and ask them to buy the p"oduct which is going to o!!e" them. -hen we have data in ou" hand it4s easy to do ou" task.

    %.2 State"ent of -esear&h $23e&ti e:-

    %.# -esear&h Design and +ethodology:-esear&h Design *-

    % ?esea"ch design is the a""angement o! conditions !o" collection and analysis o! in a manne" and aims to combine "elevance to the "esea"ch pu"pose with economy in p"ocedu"e. In !act the "esea"ch design is the conceptual st"uctu"e within which "esea"ch I conducted. ?esea"ch is needed because it !acilitates the smooth sailing o! the va"ious "esea"ch ope"ations the"eby making "esea"ch as e!!icient as possible yielding ma6imum in!o"mation with minimal e6penditu"e o! e!!o"t, time and money. ;ince the aim is to obtain the accu"ate in!o"mation about the custome" in te"ms o! his inte"est towa"ds investment in stock secto". I have used the techniIues o! Iuestioning custome" in o"de" to know thei" consume" behaviou", thei" inte"est ,thei" needs and etc. It is ve"y impo"tant !o" the sales e6ecutive to study the mind o! the custome" so that the pe"sonal visit would not be a waste o! time, money and e!!o"ts.

    -esear&h +ethodology:?esea"ch methodology is way to systematically solve the "esea"ch p"oblem. It may be unde"stood as a science o! studying how "esea"ch is done scienti!ically. In it we study the va"ious steps that a"e gene"ally adopted by a "esea"che" in studying in "esea"ch his "esea"ch p"oblem along with logic behind him. -hy a "esea"ch study has been unde"taken, how a "esea"ch p"oblem has been de!ine in what way and why the hypothesis has been !o"mulated, what data have been collected and what pa"ticula" method has been adopted, why pa"ticula"

    techniIue o! analyzing data has been used and a host o! simila" othe" Iuestion a"e usually answe"ed when we talk o! "esea"ch methodology conce"ning a "esea"ch p"oblem o" study.

    CHAPTER 5

    (nalysis the data:The research is conducted in South %elhi on 122 customers usin a 3uestionnaire, and the ob/ective is7 To study the measurin the customer satisfaction of the readers

    The rationales of the survey conducted in South %elhi on 122 people are7

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    CHAPTER 6

    '.1 Su""ary of .earning /4!erien&e:-

    Ma"ket: plays an impo"tant "ole in eve"ybody4s li!e di"ectly o" indi"ectly. ;omewhe"e down the line it a!!ects the li!e o! eve"yone, no matte" how insigni!icant the pe"son may be. I came to know about it only when I !aced the "eal ma"ket and inte"acted with the actual custome"s. It has been a good lea"ning e6pe"ience and the ma"ket taught a lot o! things which I neve" thought o!. he awa"eness level o! people about news pape".

    he wo"king e6pe"ience at Mail oday was mi6ed. %s mentioned in p"o!ile I had to contact "aw p"ospects then making them awa"e o! my o"ganization and p"oducts. ;ometimes they we"e inte"ested sometimes they we"en4t. 3ut one thing I got at eve"y single time, and that was con!idence and the numbe" o! Iue"ies. hose Iue"ies p"epa"ed me bette" !o" the ne6t times. %s I monito"ed, the"e we"e many clients who used to "ely mo"e on the salesman "athe" than the company. -hile ma"keting the p"oduct, I also came in contact with seve"al people who wish to have some b"and name associated with thei" investment which made ou" 8ob a bit easie". $ence, it could be concluded that !utu"e o! this indust"y is b"ight and p"ope" knowledge in this pa"ticula" !ield may help one to e6plo"e new heights in his ca"ee".

    '.2 Con&lusions and -e&o""endations:-

    1.

    he company must enhance the knowledge o! people about thei" p"oducts i.e. they should do p"ope" ma"keting o! thei" p"oducts as well as thei" b"and, 8ust like thei" competito"s a"e doing. @o" e6ample, Mid /ay, $industan imes, imes o! India Etc.

    0.

    he 2ompany must also inc"ease thei" pace to sp"ead thei" dist"ibution channel o! vendo".

    '. (.

    he company must p"ovide a wide" "ange se"vice to the custome"s. he positioning o! thei" p"oducts must be based on thei" p"oducts, "athe" than thei" custome" segmentation.

    5. 3ette" ma"keting e6ecutives a"e "eIui"ed, so that the awa"eness can be inc"eased among co"po"ate. <. 3ette" !ollow up activity is "eIui"ed to tap the potential custome"s.

    APPENDIB

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