SHAH AND ANCHOR KUTCCHI ENGINEERING COLLEGE

DEPARTMENT OF MANAGEMENT STUDIES

REPORT
ON
ADVERTISEMENT AGENCY

FOR THE PARTIAL FULLFILLMENT OF THE REQUIREMENT FOR THE AWARD
OF MASTER OF MANAGEMENT STUDIES
(MUMBAI UNIVERSITY)
FOR
IMC


SUBMITTED BY
MR. MANGESH V . KANDALGAONKAR
(MARKETING-ROLL NO:-18)

Mudra communication limited

Introduction:
One client Vimal and a 500 sq ft office that was Mudra in the year 1980 They were a
small agency tucked away in Ahmadabad with one clearly Articulated goal to be a top 5
agency .there ambition with an almost manic obsession by creating the best contemporary
advertising that had our client and other people taking notice.
As a young agency operating out of Ahmadabad its growth was driven helping small
business with big ambition explode their brands to the country at large.
Within 9 years they were the largest Indian advertising agency.

History Points:-

Mr. A. G. Krishnamurthy founded Mudra communication on 25
th
march 1980
Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudra has 125
client this multifold increase is a testy many to his passion and zeal
In 1995 Mr. Krishnamurthy was nominated as advertising person of the year

PROFILE OF MUDRA COMMUNICATION LTD
Head quarter Mumbai
Industry Marketing and advertising
Type Privately held
Status Operating
founded 1980
Sanjay Sharma New president(North & East)
Company size 501-1000 employees
Web site www.Mudra.com

It was started in 1980 Mudra rose to become the 3
rd
largest agency
in the country. In a short span of nine years, today the Mudra group is
one of the India s leading marketing communication networks
The group utilizes it s deep understanding of consumers brands and
media to deliver creative business solution A customized and
collaborative approach helps it s client build enduring and profitable
brands
The group offers integrated communication services through its
platform





1.DDB Mudra
DDB Mudra, the Influence and Behavioural Change agency of the DDB Mudra
Group enjoys the combined strength of the Mudra legacy and the DDB global leadership.

2.DDBMudraMax
DDB MudraMax provides multi-specialty expertise to help build brands in the age of
convergence. DDB MudraMax comprises fourteen strategic business units under four
disciplines Media, OOH, Retail and Experiential.

3.Mudra
Mudra - Partnerships for Entrepreneurs. The original challenger brand agency that built
memorable brands for several entrepreneurial ventures over the past three decades,
such as Vimal, Rasna, Dhara, Dabur, McDonalds, Peter England and Godrej and many
others.

4.DDB Health n Lifestyle
DDB Health & Lifestyle, a specialized practice within the DDB Mudra Group caters to
the emerging communication needs of the healthcare industry.
DDB Health & Lifestyle clients include J&J Medical, Novartis, Dr. Reddys
Laboratories, Cipla Limited, Kokilaben Hospital, Baxter, Philips Healthcare, UNICEF etc

5.RAPP
RAPP, is a new age lead agency with a multi-channel offering and a data driven approach
to building brands. RAPP has capabilities in Analytics, Direct Marketing, Digital, CRM,
Loyalty & Mass media communication.
RAPP's India clients include Hewlett Packard, Standard Chartered Bank, Johnson &
Johnson among others.



6.Tribal ddb
Tribal DDB India is India's leading full service creative digital agency which offers end--
end digital branding & marketing solutions.
Tribal DDB India's clients include Emirates, Kimberley Clark, McDonald's, Star TV,
among others.

7. Glutenberg
Gutenberg Networks offers localization and other pre-media services including content
creation. Its core focus is to provide comprehensive services such as communication
globalization, translation, localization across markets and languages. Domains of
expertise include E-Learning, Pharma, FMCG, and Technology amongst others.

8.TrachyLock
TracyLocke is the worlds largest and most awarded shopper marketing and retail
solutions agency. Our work influences behavioral change at the point of Buying with the
sole purpose of enabling people to buy and to act. TracyLocke India offers a gamut of
services like Shopper Consultants, Retail Audit, Merchandising Solutions, Store Identity
Programs, Navigation Solutions, Shopper Engagement Programs, Modern Trade
Activation, Digital and Technology Solutions and Specialist Solutions.
Since its launch in India in February 2012, the agencys client roster already includes
renowned brands in India including Sharp, Asian Paints, HP, Luxor, Carrier Midea and
Castrol among others.

9.Interbrand
interbrand is one of the worlds largest branding consultancies. With nearly 40 offices in
27 countries, Interbrands combination of rigorous strategy, analytics, and world-class
design enables it to assist clients in creating and managing brand value effectively, across
all touchpoints, in all market dynamics. Interbrand is widely recognized for its annual
Best Global Brands report, the definitive guide to the worlds most valuable brands, as
well as its Best Global Green Brands report, which identifies the gap between customer
perception and a brands performance relative to sustainability. It is also known for
having created brandchannel.com, a Webby-award winning resource about brand
marketing and branding.

Interbrand India works with Alchemist Foods, Asian Paints, Etisalat, Godrej Tyson,
Novartis, PepsiCo, Reliance Infrastructure, XLRI, among others.

People working in an agency:
Accounts Executive/client Servicing Executive : It is a key career option in advertising
agency. He is called an Account Director when he is a member of the Board. He is a link
between a client and his staff. The marketing or advertising department of the client
briefs him. He communicates this to the agency people.
He reaches out to different clients for seeking new business. Even clients who want an
agency' to work for them contact the accounts executive. This business development
work makes it virtually a marketing manager of the agency.

Copywriters: They are the wordsmiths who do the wording of an advertisement. They
are bright and talented. They have a flair for language. They contribute to the theme of an
advertisement. Creation of successful copies for different clients establishes them in this
field.

Visualisers: These are artists who put on paper what has been thought out by the
copywriter. They in fact design the ad.

Creative Director: He co-ordinates the copywriting and designing. He is a senior
professional who is seasoned in an existing advertising agency set-up to take on this
mantle.

Production Department: Persons of diverse talents like printing technology, DTP,
photography, typography etc. are involved here.

Media Planner: He has to allocate the advertising budget amongst media. He has to
select the appropriate media. He decides about the frequency, size and position of an
advertisement. He decides about its publication date. He receives the tear-off copies from
the media when the ad is published. He is guided by the media research, which he
undertakes, or by research undertaken by an outside agency. Media is the most
professionalized department of advertising agencies.

Marketing Research: Modern agencies are integrated set-ups. They provide a range of
marketing services. Research data become very useful as input to the creative process.

The Media : Most of the media today sustain on advertising revenue. They sell space or
time. While selling space or time, they have to convince the client about the reach of their
media vehicle, the composition break-up of their readers and the pricing of their
space/time selling. They monitor the market, survey their readers, and highlight their
readers' demographic and geographic characteristics. They also maintain relationship
with the media department of advertising agencies who buy space/time on behalf of
clients.

Ancillary Services : These are needed to produce/create advertisement. A whole range of
services like studio service, photographic service, printing service, gift item producers
etc. fall into this category.

Freelancers : These are professionals who work independently and have a successful
track record. They are copywriters, jingle singers, radio announcers, artists, visualizers,
technical writers etc.






SWOT Analysis of Mudra communication
Strength
Satisfying the need of the customers
Meeting up the client requirements in time
Innovative & creative in advertisement segment
Quality in advertisement
Global exposure with higher rewards & appreciation
Efficient team working environment
Weakness
- Pricing strategy
- Lack in promotion strategies towards increasing the brand name.
Opportunities
Entering in global market to attract global clients
Being the oldest advertising agency in India, it brand among its clients- they have
lot of client coming back with new product for getting advertised.
In its successful journey, they lot of wonderful memorbal advertisement done by
them- this has increased there brand image in the Indian market.
Threats
Challenging stiff competition from its competitors from both domestic &
international levels.
Changes in the taste & preferences of clients.
Lack of creative minds & also too expensive in overall management.


Different Types of Ad-Agency:
Full Service Agencies
A full service ad agency is one that provides a range of marketing services. A full
services agency provides services that are directly related to advertising such as
copywriting, artwork, production of ads, media planning etc. It also provides such
services in respect of pricing, distribution, packaging, product design etc
Modular agencies
A modular agency is a full service agency that sells its services on a piece meal
basis. Thus an advertiser may commission an agencys creative department to develop an
ad campaign while obtaining other agency services elsewhere. Or, an advertiser may hire
an agencies media department to plan and execute a program for advertising that another
agency has developed. Fees are charged for actual work undertaken.
In House agencies
Those companies, which prefer to have closer control over advertising, have their
own in-house agency. This type is owned completely by the advertiser. It performs
almost all functions that an outside advertising agency would perform and thats why
some people refer to it as full-service advertising department of the advertiser. However,
the difference between an in-house agency and an advertising department is that the in-
house agency can undertake to serve several other clients, if the owner so desires, but an
advertising department solely undertakes that work of its owner and not of outside
clients. Secondly an advertising department may not be equipped the personnel and
facilities, which an in-advertising schedule and costs, but also offers convenience for its
owner, because it is just available in the same building as that of the head office of
advertiser.
Such in-house agency also benefits the owner as it can bring revenue through agency
commission that are offered by the media and by way of fees that are collected from
outside parties for undertaking their advertising work. Such revenue increases the funds
and profits of the company. There is another version of in-house agency whereby
advertiser handles the total agency functions by buying service unit to buy time, space
and place the ads. Such an In-house agency is an administrative center (under the
direction of an advertising director) that gathers and directs varying outside for its
operation use agency would posses. In-house agency not only provides control over

Creative Boutiques
These are shop agencies that provides only creative functions and not full-service.
The specialized creative functions include copy writing, artwork and production of ads,
they charge a fee or percentage of full service agencies, and as such most of them convert
into a full service agency or merge with other agencies to provide a wide range of
services.

Mega agencies
A significant of 1980s is the development of mega agency. Agencies worldwide
merge with each other serve their clients in much better way. It was in 1986, Saachi &
Saachi, a London based agency who started the movement and at present it is the third
largest agency network in the world.

The Specialists Agency
There are some agencies who undertake advertising work only in certain areas.
there are agencies that specialize only in financial services or only in publicity or only in
point-of-purchase material etc. for instance Soubhagya advertising agency concentrate on
specialized in financial advertising.

The Benefits of Using an Advertising Agency
Added Expertise
Media Knowledge and Unbiased Advice
Easier Administration
Media Buying
Quality Control
Information
Fending off the media
And when things go wrong
Cost Saving
Time Saving

Disadvantages of using The Advertising Agencies
A main disadvantage of using an advertising agency would be the communication factor.
If an agency does not communicate or relay it's clients goals and creative wishes properly
problems can occur within a contract and lawyers may have to become involved.
Depending on the communicative skill of the agency, you may be prone to being
blindfolded during much of the processes of your campaign leading to a lot of guessing
and speculation.
Another disadvantage would be the media buying discounts you may not be able to take
full advantage of due to commission barriers within an agency, however an agency may
have better negotiating powers than your company and save you more money in the long
run anyways. There are far more advantages to having the right advertising agency than
not.

The functions of an advertising agency:
To accelerate economic growth and create public awareness
To provide a total, professional, experienced service which is very personal in its
nature
To take the advertiser's message and convert it into an effective and memorable
communication

Clients

Paros pharmaceuticals
Reliance communication
Union bank of India
Life Insurance Cooperation of India
Godrej
The Philips
Hindustan unilever ltd.
Pepsi
Jet air ways
Reliance ADAG
Spice telecom
ICI points
Union bank of India
Amrutanjan

Print Media
1.Colgate Total



Colgate total : one of the effective outdoor ad made by Mudra ,which targeted
outdoor hoardings ,bus stops ,bill boards and may more where they can fetch
customers attention
Effective factors :Colgate came up with this NEW product Colgate total where
they claimed that the brands unique ingredients make it the only toothpaste that
provides long lasting protection and has been proved effective in fighting cavities
between brushing
They positioned this product by uing brand attributes and benefits
We can say they also made their position in occasion and time by claiming anti-
cavity toothpaste which provide long lasting protection

When it comes to the advertising ,they used Feature and Fear Appeal, Feature
appeal by differentiating their products from other toothpaste and highlighting
ingredient which gives unique long lasting cavity protection ,
In most of the outdoor advertising they used Fear appealing by showing bacteria
and gums in teeth ,which hammers the customer mind to think about the cavity
and ultimately resulting to buy the product

2.The Nasivision


The Nasivision print ads made by mudra used various channels such as billboard,
hoardings ,posters ,ads in newspaper and many more
In outdoor advertising they selected the places where there is always heavy traffic
jam in roads .they selected hardings, billboard near bus stops and main roads
They positioned this product by brand attributes and benefits
When it comes to the advertising point of view they used feature appeal by
effective taglines and prints
Suggestion: The print media ad which is created by Nasvision,it only caters or
focused toward the people who travel via road and stucked in traffic ,they have to
come up with the some rational idea that caters all categories and population

T.V Ads

1. Union Bank of india:
https://www.youtube.com/watch?v=oBB04RHyMfM&list=UUXZ6ZNX6CZDAytIwNX
ZlNkA&index=2

The ad touch customer insights, it targets to the people who are Price sensitive
and they also given Emotional touch by showing how the buying behavior affects
due to the relation.
They used Feature and humors appeal ,in feature appeal the ads describes about
the main feature of their services i.e Phone banking services and we can say there
is some humors in advertisement ,today is technological world everything is
possible by instant click ,m commerce are nowadays available widely ,they
portrayed that phone banking service can be available anywhere and anytime
without any hassle










2.Wolkswagon Cross POLO:

https://www.youtube.com/watch?v=z43ou3UQUQE

This Ad wants to describe that it coming up with the new variants that is
Wolkswagon Cross polo which has some unique features compared to other
models
The ad is entertaining but damn confusing, it doesnt provide any information
about the products and their features, it just creates or describes it that wolkwagon
launched New Product and it also creates curiousity among the customer ,They
used sex appeal in advertisement
I think this ad is not that much effective ,they used sex appeal thats great but they
lacked in connecting the idea to the uniqueness of the product
Instead of that if they had used some new ideas by feature appeal ,may b they
communicate their message successfully