01.

INTRODUCTION OF THE PROJECT:The project To study the perception of customer about yellow pages as an advertising tool is basically a marketing survey conducted to create awareness about Pune Yellow Pages. The Pune Yellow Pages is a new product market in the Pune market.

The Pune Yellow Pages is one part of The Hello Publication Pvt. Ltd.. They are well established in the Goa since 1998. As seen their performance in the Goa Market and potential of the Pune Industrial and commercial market; they have decided to enter into Pune market.

1.1.

COMPANY PROFILE:-

'Hello', the universally accepted word for initiating a communication or a conversation, has been the identity of our business since its inception in 1998. Hello Group, with its head office located in Goa, is into Media and Call centre services. Currently has a branch office in Pune, for which we have ambitious growth plans. Headed by a young and able team of top management, comprising of top notch management professionals and competency heads who grew with the company over the years. Hello Group currently has a human resource base of 250 professionals, whose average age is below 25 years. With over 8 years of quality delivery experience with various clients, building long lasting business relationships, we continuously strive to deliver the best of services at amicable costs The Hello Group has completed a decade in the service and publication industry. On saying Hello one thinks of a courteous greeting. But for Goans it means much more. Hello has become synonymous to Goa and Goans with its only Commercial Helpline, 2412121 and since, it has grown in stature with its other Call Centre Operations and Publications as well.

PUBLICATIONS:Hello Group has captured the Goan hearts with their tabloids and publications catering to youth, tourists, and businesses. Yel l ow Pages Hello Yellow Pages, the most exhaustive and informative directory in Goa, has been divided into three segments, namely Yellow Pages - Commercial Data, Blue Pages - Industrial Data Pink Pages - Tourism Data And White Pages Government Data The distribution blanket of the Yellow Pages extends to each and every commercial establishment in Goa, Government offices, Banks, Cooperative societies, all Industries including Small Scale, Medium and Big (one copy each to the administration, purchase and maintenance departments), all Hotels including the Five stars, Four Star, Three stars and others.

On the anvil are 3 more directories: Hello Pune Yellow pages Commercial, Industrial and Tourism Directory covering: Swargate, Deccan, Hadapsar, Koregaon.

Hello Navi Mumbai Yellow pages Commercial, Industrial and Tourism Directory covering : Navi Mumbai, Vashi, Thane and Belapur.

Hello Konkan Yellow pages Commercial, Industrial and Tourism Directory covering : Ratnagiri, Chiplun, Devgad, Kankavli, Kudal, Sawantwadi.

The term Yellow Pages refers to a telephone directory of businesses, categorized according to the product or service provided. As the name suggests, such directories were originally printed on yellow paper, as opposed to white pages for non-commercial listings. The traditional term Yellow Pages is now also applied to online directories of businesses. To avoid the increasing cost of yellow paper, the yellow background of the pages is currently printed on white paper using ink. Yellow paper is no longer used. The name and concept of "Yellow Pages" came about in 1883, when a printer in Cheyenne, Wyoming (US) working on a regular telephone directory ran out of white paper and used yellow paper instead. In 1886 Reuben H. Donnelley created the first official yellow pages directory, inventing an industry. Yellow Pages (YP) are a print directory which provides an alphabetical listing of businesses within a specific geographical area (e.g., Mumbai), which are segregated under headings for similar types of businesses (e.g., Hotels). Traditionally these directories have been published by the local phone company, but due to the highly profitable nature of the business there are numerous independent directory publishers. Yellow Pages print usage is reported to be declining with both advertisers and shoppers increasingly turning to Internet search engines and online directories. According to a study by Knowledge Networks/SRI, in 2007, print Yellow Pages were referenced 13.4 billion times, while Internet Yellow Pages references increased to 3.8 billion, up from 2006s 3.3 billion online searches. As a result most YP publishers have attempted to create online versions of their print directories.

Internet Yellow Pages:Online Yellow Pages are known as IYP or Internet Yellow Pages. On a broader scale they are known as vertical directories. There are consumer oriented and business oriented varieties. All providers of IYP offer online advertising. IYP's have largely formed as a result of yellow pages publishers needing to replace rapidly declining print revenue by chasing the migration of shoppers toward web-based information.
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Studies by independent companies such as Nielson and ComScore have shown that Internet Yellow Pages have a very slim percentage of total Internet searches. The majority, over 85% of all Internet searches, occur on the major search engines Google, Yahoo and MSN.

Mobile Media (Local Search):-

The Yellow Pages are also available on mobile devices (such as mobile phones and GPS navigators) with static (embedded) and real-time (online) databases. The usage method varies (such as SMS, a WAP session, voice, or a dedicated application on the device), but usually relies on the input of the search keywords, and a return from the application with the points of interest.

GOA TEAM OF HELLO PUBLICATION

Product Head (Nilesh Headfadkar)

Marketing Heads(Donald Fernandez,Tinky George)

Research Coordinator (Christopher Dcunha)

Editorial Team(Hermenegido vaz,Basil pinto,jessinda jose)

Design Team (Amol Aigaonkar, Shankar Kambke,govind Sukerkar, Supriya Mendonca)

Business Development (Amit Naik, Deepak kedar, Gabriel Pereira, Manoj pai, Nagendrappa patil, Prashant prashant prabhugaokar)

Administration (Aji joseph, Prisca teles, MacrinaDmello)

Circulation Team (Vijay Gawde,Anant Nayak, Hanuman Chauhan, Amar Halarnkar,Allaudin Khavas)

Printed & Published (Jerry Methew) Fig. No.01:- Goa team of Hello Publication
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OUR SERVICES:-

Call centers

Helpline 2412121

Yellow Pages

Travel Talk

Whats on

Hello City

Goa Food & Night Life Guide Hello Goa Maps

Hello Blitz

Contact Us:Head Office: GOA The Hello Group HJS 59/60, Pundalik Nagar, Porvorim - GOA. 403 521 Tel: 0832 - 2416293 Fax: 0832 2415982 Email: hello@hellogroup.co.in

Branch Office: PUNE

The Hello Group C 118/119, Mega Centre, Hadapsar, PUNE. 411 028 Tel: 020 - 32530234 Email: pune@hellogroup.co.in

Whats on?:Whats on undoubtedly is Goas number 1, entertainment fortnightly in Goa. Crossing another milestone and putting a feather in our caps, whats on is a Tourism Promotion Partner with GOA TOURISM. This would mean that a copy of Whats On would be kept in every room of all the GTDC residencies, their Lobbies, all their facilitation and information counters, at the airport, railway stations and would be a part of their promotional material at National and International Trade fairs. Highlights:

It provides basic yet essential information on Goa for the fortnight like daily activities
eating out and entertainment on a unique day to day basis. It is Goa's only fortnightly magazine that's available.

A formidable marketing tool for tapping the incoming tourist market. Circulation blanket of total 10000 copies across North and South Goa.
The distribution is done through various channels. That include:

Our established distribution kiosks at all the markets in Goa, like Ingo's Saturday Nite
Bazaar, and the Anjuna Flea Market.

Through our distribution team that gets the magazine to every hotel, restaurant, shack
and shop right from the northern coastal belt of Arambol, Mandrem, Morjim to Vagator, Anjuna, Baga, Calangute, Candolim to the Southern coastal belt viz Bogmalo, Arossim,Utorda, Majorda, Colva, Benaulim, Varca, Cavelossim, right down to Palolem and Patnem.

Through our Tourism Promotion Partner, Goa Tourism via the channels as mentioned
above. Our esteemed advertisers serve as a silent yet a very strong form of exposure to other advertisers, and as is the market practice a certain amount of Copies are given to each advertiser. We have a total of 12 issues that we publish per year.
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Hello Blitz:The Hello Blitz is the supplement magazine distributed free with Hello Panjim and Hello Margao to all the major cities in Goa. The circulation of the magazine is 40000. Hello Blitz magazine always keep the variety in its theme. It is mainly like wedding special, interior design special. From the readers view it helps them in a specific matter like the wedding special will give solutions for various queries that can come across in an occasion like wedding. All the builders, jewellary shops, interior designers, furniture and furnishing dealers across Goa is advertising in this special issue. Hence it would be the right platform to promote your products in Goa to the customers.

Hello City:Hello City magazines are Hello groups publications that is mainly eyeing on the local crowd. This magazine basically covers socio economic issues, developments in tourism sector, environmental issues, news from business sector, entertainments, movie reviews, public issues and public opinions etc. We have two different editions of Hello City magazines: Hello Panjim (covering Panjim, Mapusa and Porvorim) The distribution channel: Panjim 10000, Porvorim 4000 & Mapusa 6000) Total 20000 copies.

Travel Talk:Travel Talk is Goas exclusive & largest circulated travel magazine and Goas exclusive Tourism Promotion Partner with GTDC. It provides basic information on Goa, places to stay, the best eating joints, happening places, adventure tourism, activities, shopping, maps etc. The standard reading for the whos who in Goas travel industry and tourist coming down to Goa. The only advertisement channel, through which you can tap the foreign tourist market, be it charter tourist or the individual traveler. The circulation blanket is 18000 copies per issue. We have totally four issues per year basically (Oct-Nov, Dec-Jan, Feb-Mar and Apr-Sept). The distribution is done through various channels. That include:

Through our distribution kiosks at all the markets in Goa (Ingos Saturday Nite Bazaar
and the Anjuna Flea Market).

Through our distribution team right from the northern coastal belt of Arambol,
Mandrem, Morjim to Vagator, Anjuna, Baga, Calangute, Candolim to the Southern coastal belt viz.. Bogmalo, Arossim, utorda, Majorda, Colva, Benaulim, Varca, Cavelossim to Palolem and Patnem.

Through all major Hotels and Restaurants. Through the GTDC Residencies, Airport and Railway Counters.

Hello 2412121:We provide information related to commerce, industry, trade, tourism and govt. any tourist, resident or businessmen can just dial 2412121 and get any sort of information that they need wants absolutely free. Hello 2412121 has got (1 x 8) telephonic lines (hunter connection) which enable the operators to attend 8 different inquiries at any given time and the information asked is provided in the same call. Presently we get an average of 5000 calls per day.

Benefits to the end users:

Free access to information, instantly. Personalized information. Information that is up to date, precise
and readily useful.

Benefits to the subscribers:

The subscriber can reach out to
potential customers.

"Hello 2412121" provides

leads/prospects for business.

At any time of the day or night. Without any hassles or trouble.

"Customer is the King" if its true

when the King is looking out for any information about you or your service, we provide that. Potential customers who are looking for a firm but do not know any information to get through we "Hello 2412121" provides that for you.

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Call Centers:Call Centers: Call Centers|

Hello 2412121
As organizations around the world strive to improve the quality of their processes, Business Process Outsourcing (BPO) has become the new imperative. Here comes our service for you to improve your business process outsourcing. We are one of the main BPO's across the country. We provide all type of call center requirements. We have a group of staffs who are eligible and able to work for you. We do helpline service in Goa hello 2412121, and its already completed a decade of service in this sector. This shows our capability and experience to setup call centers of any size. The main example for our experience and ability is our customers only.

Some of our main customers:

Reliance Infocomm BSNL Tata Telecom Hindustan Coca Cola

Goa Food & Night Life Guide

Goa Food & Nightlife Guide is a complete guide of Restaurants, Eateries, Shacks, Lounge Bars, Casinos and Discotheques. This will help you out in your eat outs and overnight stays or even for a night with full of enjoyment through the casinos and discotheques of Goa.

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The Goa Food & Nightlife Guides first edition will come out in 2008. This will be published yearly. The main aim of this is to keep you comfortable in your happy times, out for a dine or a visit to the discotheques or when you want to try your luck in the casinos. Besides all the above things this will guide you through different tastes of Goa. This contains different eat outs and their specialties; this will help you to choose your taste for the time.

Highlights:

It provides essential information on Fine Dining, Restaurants, Casinos and Discotheques etc.

A formidable marketing tool for tapping the incoming tourist market. Reach over 20 thousand people on an all India level. Team up with a leading publication that has the distinction of being a Tourism Promotion Partner with Goa Tourism through 3 of their publications, Travel Talk, Whats on and Goa Yellow Pages to gain guaranteed access to this influential industry.

The secondary demographic for these guides are our advertisers and tourism professionals, hence your advertisement will be reaching the business owners and managers, the decision makers within the industry.

The magazines will be sold on an all Indian level. We have tie ups with national book retail outlets. 15000 copies will be sold through these retail outlets.

5000 complimentary copies to all advertisers, travel agents, Resorts, Restaurants across India.

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OBJECTIVES: To conduct the market survey for print media particularly for yellow pages.

To understand the consumer preferences for advertisement of their business.

To study the allotted annual budget for promotions.

To determine share of competitors in print media.

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1.3. SCOPE:The project is based TO STUDY THE PERCEPTION OF CUSTOMERS ABOUTYELLOW PAGES AS AN ADVERTISEMENT TOOL for Pune yellow pages according to new trend of market for yellow pages in Pune. With the help of this project we were able to know about ADVERTISINGs- directory market i.e. sales, market share of brands and segments, promotional activities performed in the market, distribution channel, about transport pass which plays an important role for delivery of brand, schemes rolled out in the market, role of executives, margins obtained by the retailers and distributors, product differentiation, segmentation of the brands with of sale advertisement in Pune and overall growth of brands & growth of companies in the market.

The project was helpful for the company also on many of the sides. Which will give the company the knowledge about the market share? The graphical representation will show the availability, advertisement and mind share of brand in the consumers. The observation and findings had show the status and positioning of the company in the market. As everything is conducted on the basis of survey at Sinhgad Road (Pune) conclusion will give the total blue print of brand sales, positioning, packaging, prices, distribution channel and grabbing the market share. On the basis of overall study few suggestions should be taken into consideration from our study of two months.

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2 .REVIEW OF LITERATURE:-

STATEMENT OF THE PROBLEM:

This study has been under taken on a detail study of market awareness about Yellow Pages companies. In India, YP directory is rapidly speeded in developed market. There are so many competitors in the market. In such a situation customer wants more benefit at less price. The Pune Yellow Pages Company is first time launching in Pune City. So company has to face problem like market awareness & competitors strategy, etc.

SIGNIFICANCE OF THE STUDY:

Since this study is conducted at small part of Pune city, so the suggestion & finding of project is helpful for management of organization. This study help to understand how much market captured by which company. This study will also help to find out the potential customers in Pune city. This study will helpful for organization to take decision regarding in promoting the business. It will also help to remove the weakness of the organization. Suggestion will also help for organization knowing the need of customers.

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Theoretical back ground:

Advertising is multidimensal.it is form of mass communication, a powerful marketing tool, a component of the economic system, a means of financing the mass media, a social institution, an art form an instrument of business management. A field of employment and a profession.

Today we are exposed to a large number of commercial messages than at any time in the past. Yellow pages, magazine and newspaper are full of advertisements. Not only has the quantity increased, even the quality of advertisement has improved considerably over the past couple of year.

Advertising, which has become a marketing force helping mass selling and distribution .it has been claimed that much claimed that much advertising is false, deceptive and misleading, and that it conceals information which should be revealed and omits the limitation and comparative disadvantage of the item advertised.

Definition of advertising:-

The American marketing association defined advertising as

Any, paid form of non personal presentation of ideas, goods and services by identified sponsors.

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Advertising in print media:-

Advertising in the print media is the oldest and largest in terms advertising in billing. Advertisers spend more money on yellow pages newspapers and magazines than any other medium. In India, more than Rs. 2,000 crores was spent on yellow pages, News paper and magazine advertising in 2001. The name and concept of "Yellow Pages" came about in 1883, when a printer in Cheyenne, Wyoming working on a regular telephone directory ran out of white paper and used yellow paper instead. In 1886 Reuben H. Donnelley created the first official yellow pages directory, inventing an industry. Today, the expression Yellow Pages is used globally, in both English-speaking and non-English speaking countries. In the United States, it refers to the category, while in some other countries it is a registered name and therefore a proper noun. In the Republic of Ireland, Belgium, and Israel the 'Yellow Pages' are known as the Golden Pages

Yellow Pages:There are of several types: monthly and yearly etc. yellow pages mainly give the information about the local area. The term Yellow Pages refers to a telephone directory of businesses, categorized according to the product or service provided. As the name suggests, such directories were originally printed on yellow paper, as opposed to white pages for non-commercial listings. The traditional term Yellow Pages is now also applied to online directories of businesses.

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Yellow Pages (YP) are a print directory which provides an alphabetical listing of businesses within a specific geographical area (e.g., Greater Chicago), which are segregated under headings for similar types of businesses (e.g., Plumbers). Traditionally these directories have been published by the local phone company, but due to the highly profitable nature of the business there are numerous independent directory publishers. Some YP publishers focus on a particular demographic (e.g., Christian Yellow Pages or Business Pages). Yellow Pages directories are usually published annually, and distributed for free to all residences and businesses within a given coverage area. The majority of listings are plain and in small black text. The YP publishers generate profit by selling advertising space or listings under each heading. Advertising may be sold by a direct sales force or by approved agencies (CMR's). Available advertising space varies among publishers and ranges from bold names up to four color twin page ads ("double trucks"). Advertising rates typically increase every year regardless of distribution or usage fluctuation

ABOUT YELLOW PAGES:PUNE YELLOW PAGES focuses on all the segments of business, i.e.; B2B, B2C & C2C to get the maximum coverage. It will be the yellow pages for all, from reputed organizations to small households i.e. ALL FOR 1 & 1 FOR ALL. PUNE YELLOW PAGES has the industry's best infrastructure, a management team that is innovative and wants to grow fast and widely recognized brand on the ground across India. We have partnered with most of the leading banks of India to ensure that we are able to collect money from the customer with the least loss and in the quickest possible time. VISION: - To be No.1 in customers mind

MISSION: - To deliver the best to the customer

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Commitments:To Customers- We deliver best product & services by connecting them to all. To Employees- We provide them opportunity to learn, grow. To Shareholders- We provide opportunity for the growth.

Company Information:-

PUNE YELLOW PAGES Pvt. Ltd. K-105, Mega Centre, Hadapsar, Pune-28 Tel:020-30421380,26890877,Fax.020-30421379 E-mail:puneyellowpages@gmail.com HJS 59/60, PundalikNagar,Porvorim-Goa 403521.TEL..91.832.2416293. Fax; +91.832.2415982.

Market Research and Sales Forecasting:According to the market research of our company, we find that customer wants all thing in one roof, so we have come with this new concept of a yellow pages which has all the sections (B2B, B2C & C2C). So, if any customer books his presence in our yellow pages, he get maximum coverage, which results in his extraordinary growth. It results in building the customers trust in our yellow pages, which ultimately result in growth of our business.

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Competitors:Our competitors are all the yellow pages companies like Infomedia, Forbes, Citizen, Built India as well as Just Dial, Get It, Trade India etc. We give our customers the maximum exposure like presence in print media, call centre, website, sms etc. Our all the competitors are focus only on B2B & B2C, so there is a gap of C2C. We in our yellow pages fill this gap by giving them the space. We give our customer value for money by quality print paper, excellent call centre (all India no.-2412121), website (www.hellogroup.co.in) also tie with google, yahoo & msn to have maximum benefits, & sms (5 1234) to our customers.

Acceptability:According to the survey and market experience I think that this product will be accept by the market.

Strategic Relationship:We have our good relationship our partners like google, yahoo, msn(in website), Cambridge university press(in printing).If our customer have any problem than we have also Tel.: 02030421379/80

Employees:As of JUNE 31, 2009 we employed 40 full-time employees. This included 2 Employees in Research and Development, 6 in Professional Services, 22 in Sales and Marketing, and 10 in Administrative positions

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Management:-

CEO

CEO

NATIONAL SALES MANAGER

HUMAN RESORCE DEP.

Area Sales Manager

Territory Manager

Executives

Fig. No.02: management of Hello Publication

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Four Ps Of PUNE YELLOW PAGES

Product:PUNE YELLOW PAGES Pvt. Ltd. basically provides the yellow pages Directory to its clients who can be referred for getting information or advertising and creating brand awareness among the clients. The services which are offered complimentary to its clients with the yellow page directory are as follows: Tring-Tring (Call Centre 2412121) Web site (www.hellogroup.co.in) SMS service (my search@2412121) CDs (on demand)

We also provide SMS-shoot, i.e.; based advertising for its clients. It is useful for all types of clients i.e. B2B, B2C & C2C.

Price:Pricing decisions includes profit margins and the probable pricing response of competitors as well as the Price which can be up to the expectation of clients. Pricing includes not only the list price, but also discounted as well as Different types of Taxes which are levied. There are different prices set for the customers belonging to the different categories. As per the interest, size of Ad and paying capability of the clients, the prices are moulded accordingly. For example: The prices which are imposed on the B2C category is higher then the prices imposed on B2B & C2C category.

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Place:-

PUNE YELLOW PAGES of Pune division is circulated in Punes Industrial Estates, Commercial complexes, CBDs, Business/corporate Houses, Key Residential Areas like MIDC (Bhosari), and M G Road etc. As well as the directory and Yellow page CD copy is circulated on demand also. The distribution is totally free of cost no charges are taken from receiver only stamp and signature is taken from the receiver on a POD i.e. Proof Of Delivery slip.

Promotion:Promotion of PUNE YELLOW PAGES is done by branding team of company which can design the pamphlet/signboard/gate board, choose effective place for promotion, etc decision taken by this team. Promotional tools used by PUNE YELLOW PAGES are as follows: Sponsoring Events Hoardings Diaries Calendars Key Chains Phone Calls

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MARKETING STRATEGIES:

To increase market share of PUNE YELLOW PAGES; To spread the awareness of the product; To be the leading yellow pages for acceptance and receipt of Payments; To give better services to the customers at the economy rate.

To achieve PUNE YELLOW PAGES vision, various strategies are adopted: Market survey; Hiring Talented people; Focus on team work; Building brand image through using various branding techniques.

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Market Share of PUNE YELLOW PAGES Pvt. Ltd.

As I launched totally new concept of including C2C also, so in this short time my company captures 25% market shares. Table 01: Market Share of Yellow Pages

Sr. No 1 2 3 4

Name of yellow pages players Infomedia Just dial My Yellow Others

No of subscriber 88382758 63340024 42673357 40016153

% 42% 25% 25% 8%

Market Share of yellow pages players

Others 17% My Yellow 18%

Infomedia 38%

Just dial 27%

Graph 01: Market Share of Yellow Pages Players

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From the survey report, we have find that:-

Search engines were rated the number one resource for finding local business information. Heres how the responses broke down in terms of professed usage: Search engines: 74%, Print yellow pages: 65%, Internet yellow pages: 50%, Traditional newspapers: 44%, Print white pages: 33%, Television: 29%, Consumer review websites: 18 %. (Percentages are greater than 100 because respondents were permitted to select more than one answer.) According to the survey, Internet yellow pages were generally preferred to traditional yellow pages, though viewed as not as comprehensive: 67% would prefer using an Internet yellow pages resource than the big yellow print book. Of this group, 84% say the Internet yellow pages is a much faster way of finding local businesses than the print version. Only 27% felt the online version was more comprehensive than the print book, suggesting that Internet yellow pages may have a decided weakness lack of content.

MARKETING & ADVERTISING PRACTICE IN YELLOW PAGES Topic Justification:Print media are the medium that is most accessible to the widest range of advertisers. Advertisers big and small- even you and I when we want to sell that old bike or snowboard or want to rent our house can use print media advertising.

Print media covers the vast range of geographical location and it is non personal presentation and it affects mass people thought the country and it is cheapest media to communicate target audience.

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I choose this topic because it is my keen interest and it gives better opportunity to know more about print media and to understand how it works so fast, how it is circulated in vast geographical area.

In present scenario the print media is survive in the presence of other media like T.V., internet and radio but print media is preferred most of the people.

Importance of Advertising in print media in present scenario These are the following
Geographical Selectivity: Yellow pages are mainly published in cities because for publishing yellow pages they need a lot of peoples detailed and advertising. Yellow pages are typically used by merchant by doing business in the local area. Cost: In terms of production and space, Yellow page offers a low-cost alternative to advertisers. The cost per contact may be higher than with television and radio options, but the absolute cost for placing black and white ads is still within reach of even a small advertising budget. Creative Opportunity: Yellow pages offers a large and relatively inexpensive format, advertisers can provide a lot of Information to the target audience at relatively low cost.

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Pune Yellow Pages

(Brief History about the company)

The Hello Group has completed a decade in the service

and publication industry. On saying Hello one thinks of a courteous greeting. But for goans it means much more. Hello has become synonymous to Goa and Goans with its only Commercial Helpline, 2412121 and since, it has grown in stature with its other Call Center Operations and Publications as well.

On the Origin of The Hello Group:

Jerry Mathew, Managing Director and Chief Editor of The Hello Group on completing his MBA from Goa Institute of Management (GIM), with some of his friends thought of starting an organization. From there the journey of The Hello Group started, thats in the year 1998 October 2nd.

On the success and growth of The Hello Group

Hello is basically successful because of the kind of people that are in this organization. It is an organization which is very closely run, like a family. Whatever Hello is today it is because of the kind of people that the organization has and probably the secure feeling that is made by the organization on its members. The growth of Hello is ment as the growth of the members of this organization.

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USP of the Hello Group:

"Work Together For the Best" Today even with a strength of 250+ people, we are still a close knit unit.

Printing & Design:Hello group is a well known name in the field of printing and design in Goa. We have the best of the artwork guys in the market. If your requirement is anything with creativity then you can surely approach us. We have done printing and design works that are been used abroad. We do print Brochures, Newsletters, Invitation cards, Tent cards, Menu cards, Logos, Event Flyers and many more. We have an expertise of almost a decade in the field of printing and design, so we can assure you the best of the market with competing price. We are one of the leading media houses of Goa.We do in house printing also. We do publish yellow pages Goa & Pune, tourism based magazines, city talk magazines, Goa maps etc. We have a separate division of DTP guys who does Artworks & Design. Some of our expertise areas: Brochures Menu Cards Invitation Cards Tent Cards

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RESEARCH METHODOLOGY
MEANING OF RESEARCH:Research means search for knowledge in a scientific and systematic manner. It means movement from unknown to known. It is investigation of significant information on a specific subject. It is actually a voyage of discovery. Research is thus an original contribution to the existing stock of knowledge making for its advancements. It is the pursuit of truth with the help of study, observation, comparison, and experiment. In short the search for knowledge through objective and systematic method of finding solution to a problem is Research. Research is also an academic activity and as such the term should be used in a technical sense. It is a voyage of discovery which possesses the vital instinct of inquisitiveness.

OBJECTIVE OF RESEARCH:My basic aim was to know the marketing and advertising the perception of customers in print media To study about the corporate clients what benefits they get after registering in the yellow pages To study the demand of yellow pages in respect of corporate clients and local clients To understand attracting features of placing adds in yellow pages

DEFINITIONS OF RESEARCH:RESEARCH comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. In another words we can define, A systematic effort to gain new knowledge
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RESEARCH PROCESS:Research process consist of following stages 1. Problem discovery 2. List review and hypothesis 3. Research design and sampling 4. Data collection 5. Data analysis and interpretation 6. Research report preparation

Research design
And sampling

Data collection

List review and hypothesis

Data analysis and interpretation

Problem discovery

Research report Preparation

Fig. 03: Research Process

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RESEARCH DESIGNS:A research design is the specification of methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates what information is to be collected from which source by which procedures.

Broadly there are three types of research designs:1. Exploratory research:This is generally used to clarify thoughts and opinions about the research problem or the respondent population, or to provide insights on how to do more conclusive research. All the parameters influencing use of promotion strategy like print media was found out. Questions were put forth to find out parameters influencing types of customers:

1. New customers 2. Competitors customers

2. Descriptive research:The descriptive research takes the form of a sample of respondents who are studied over a period of time from few months to few years. It can cover many variables of interest and is not affected by the movement of elements in the sample.

This phase of the research involves rating of the parameters obtained from the exploratory phase to arrive at the relative importance of each parameter. The output from this research phase would be used for the Causal research phase.

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3. Causal research:A causal design seeks to establish causation as far as possible, by employing controls and conditions under which we can state with reasonable confidence whether or not Y is affected by X. Here an analysis would be made between the most important parameters that influence promoting business in print media to the state of those parameters in Pune yellow pages e.g. if print quality is the most important parameter for a purchase, the state of the print quality would be analysed and gaps would be found In other words, in the causal research phase the causes for Pune yellow pages market erosion would be found out.

DATA COLLECTION
PRIMARY DATA:Primary data are those data, which are collected afresh and for the first time, and thus happen to be original in character. The primary data is collected during the course of experiment in an experimental research. We can obtain the primary data either through observation or through direct communication with respondents in one form or another or through personal interview. The different methods of collecting data in the primary method are: Observation method Personal interview Telephonic interview

SECONDARY DATA:The secondary data on the other hand, are those which have already been collected by someone else and which have already been passed through the statistical process. The researcher must be very careful while using the secondary data; he must make a minute scrutiny to segregate the suitable and the unsuitable data in context of the problem, which the researcher wants to study. The secondary data may be published or unpublished.

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The different methods for collecting the secondary data are: Company (Pune Yellow Pages) Competitors Internet

METHODS USED FOR DATA COLLECTION:

PRIMARY DATA: The information has been collected by personal interview method by filling questionnaire. SECONDARY DATA: As a secondary data I used some information given by my sales manager and I used some data from internet. I took the help of some marketing books also.

SAMPLING DESIGN:Sampling is a process in which small numbers of item are picked from a large number of items. The sample will tend to posses almost the same characteristics as that of larger. POPULATION:Population is not the entire population of a given geographical area, but the predefined set of potential respondents in a geographical area.

SAMPLING SIZE:My sample size was 200 respondents from MIDC ( Bhosari ) of Pune region.

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SAMPLING METHOD USED:AREA SAMPLING:When the clusters are subdivided on geographical basis it is termed as area sampling. As most of the Corporate, Manufacturing Industries, IT Companies and hotels of Pune had to be covered; the type of sampling used was Area Sampling.

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DATA ANALYSIS AND DATA INTERPRETATION 01. Do you know space selling? Yes No
Table 02: Response about space selling RESPONSE NO.

YES NO TOTAL

97 63 160

YES

39%
NO

61%

Graph 02: Response about space selling

Interpretation:
From the research it was found that 61% people accept it and 39% was not able to comment on this.
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02. Are you aware about the yellow pages?

Table 03: Awareness about Yellow Pages

RESPONSE YES NO TOTAL

NO. 160 40 200

20%
YES NO

80%

Graph 03: Awareness about Yellow Pages

INTERPRETATION: Most of the respondents are aware about the yellow pages. From the above chart we can clearly make out that out of 100%, 80% respondent said yes & only 20% respondent were not aware of it.

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03. Last year, you are given in which Yellow pages.

Table 04: Market Share of various Yellow Pages

NAME OF YELLOW PAGES Maharashtra industrial directory Pune yellow pages Just dial

NUMBER OF FIRMS 75 20 65

Info media 15 Indiacom 25 Total 200 (Some firms are using more than one brand of yellow pages)

Market Share
Info media 8%

Indiacom 13% Maharashtra industrial directory 37% Just dial 32%

Pune yellow pages 10%

Graph 04: Market Share of various Yellow Pages INTERPRETATION:

The market share of Maharashtra industrial directory has been found more like 45% and the market share of Infomedia has been found very low like 7% .Market Share of Pune yellow pages was 10%
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04. How frequently you refer Pune yellow pages?

Table 05: Frequency of using Yellow Pages

Option Only when checking the info In my free time most frequently Total

Response 75 53 32 160

80 70 60 50 40 30 20 10 0 Only when checking the info In my free time most frequently

Graph 05: Frequency of using Yellow Pages

Interpretation: Most of the customers refer Pune yellow pages when they require any
information.

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05. Do you require promotional strategies for your product or services? Yes No
Table 06: Requirement of promotional strategies

EFFECTIVENESS Yes No Total

NO 144 16 160

NO 10%

YES 90%

Graph 06: Requirement of promotional strategies INTERPRETATION: From the above chart we can clearly make out that out of 160 respondents 144 respondent said Yes & only 16 respondent were using Yellow pages but not aware of it.

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06. If yes, what do you prefer? (A) Print media (c) Personal selling (B) Magazine (D) Other
Table 07: Choice of Media

Helpful Level Print media Magazine Very Little Personal selling Other
Total

No
107 20 09 08 144

Other 6% Personal selling 6% Magazine 14%

Choice of Media

Print media 74%

Graph 07: Choice of Media

Interpretation:Most of the people preferred print media as an advertisement tool. About 74% people preferred.

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07. If yes, Why you prefer print media as a promotional as a promotional tool?
Table 08: Reason behind preference print media

Response cost effectiveness convenient Covers maximum people. Total

No. Of Respondent 50 21 36 107

Reason for choosing Print media

Covers maximum people. 34%

cost effectiveness 47%

convenient 19%

Graph 08: Reason behind preference print media

Interpretation
About 47% people preferred print media due to its cost effectiveness. 34% people preferred due to its reach to maximum people.

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08. Have you ever given any advertisement on print media pages? a. Yes b. No
Table 09: Response about advertisement given

RESPONSE YES NO TOTAL

NO. 87 20 107

NO 19%

YES 81%

Graph 09: Response about advertisement given

Interpretation:
As per the chart it shows that most of the people give the ad of their company through print media

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09. FREQUENCY OF RETAINING ADVERTISEMENT.

Table 10: Frequency of using media for Advertisement

FREQUENCY MONTHLY BI MONTHLY SEMIANNUALLY ANNUALLY TOTAL

NUMBER OF FIRMS 60 20 17 103 200

(Some firms are using more than one frequency level.)

27% MONTHLY 57% 7% 9% BIMONTHLY SEMIANNUALLY ANNUALLY

Graph 10: Frequency of using media for Advertisement

Interpretation:
Most of the firm uses annually frequency of business promotion. A very few of them uses bimonthly (9%). It is observed that average 27% of them uses monthly frequency of budget.

10. Would you like to promote your business through Pune yellow pages?
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 Yes No

Table 11: Opinion about promoting business through Pune yellow pages

RESPONSE YES NO TOTAL

NO. 70 37 107

35%
YES NO

65%

Graph 11: Opinion about promoting business through Pune yellow pages

Interpretation:
From the above chart we can clearly make out that out of 100%, 65% respondent said yes & only 35% respondent were not aware of it

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11. If no, what is the reason you do not like to promote your business in Pune Yellow Pages. Why? 1. Price 2. Popularity 3.Due to new launch in market

Table 12: Reason behind Ignorance of Pune Yellow Pages

RESPONSE Price Popularity New launch in market

Total

NO. 16 8 13
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Reasons behind ignorance

35.13%

43.24% Price Popularity 21.62 New launch in market

Graph 12: Reason behind Ignorance of Pune Yellow Pages

Interpretation:
From the above chart we can clearly make out that out of 100%, 21.62% respondent not like to promote because of popularity and 43.24% because of price where as 35.13% respondent not promote due to new launch in market.
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FINDINGS:o About 80% of respondent found aware while 20% respondent were not aware of yellow pages. o Market share of Maharashtra industrial directory has been found maximum that is 45% while Market Share of Pune yellow pages was 10%. o Most of the firm uses annually frequency of business promotion. A very few firms uses bimonthly (9%). It is observed that average 27% of them uses monthly frequency of budget. o About 61% people were aware about space selling and 39% was not able to comment on this. o 65% people are ready so company should treat them as a good prospect & do the proper follow up. o Most of people refer Pune yellow pages when they require any information while some people refer when they are free. o About 74% people prefer print media as a promotional tool o About 47% people preferred print media due to its cost effectiveness while 34% people preferred due to its reach to maximum people. o About 81% people add of their organization through print media. o 65% of respondent were ready to promote their business with yellow pages & only 35% respondent were not ready for it. o 21.62% respondent not likes to promote because of low popularity and 43.24% because of price where as 35.13% respondent not promote due to new launch in market.

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SECONDARY DATA FINDINGS:o The Pune Yellow Pages is having publication cycle as December to November. For this publication they are creating awareness in the May to August. o Most of the firm are providing with dual benefit in single promotion as on directory and on the company website. Pune yellow pages also need to come up with their website. o Yellow pages is very much aware to customers and they are ready to give adds of the product to the company o Yellow pages of hello publication have a good market position in Goa region o B/w adds are more preferred by the clients due to its lower rates o 60% local clients & 40% local corporate clients use B/w and yellow pages

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CONCLUSION:o In this part, the observation & finding explains the market share, advertisement & mind share. This part concludes the project report. The suggestions were given according to our study of the market.

o Promoting business is one of the basic needs required for industries in the growing Indian economy. To fulfil these requirements yellow pages as a print media is providing contact details of clients through the directory to the consumer.

o After doing the research I come the conclusion that as far the choice for placing ads Is concerned, the majority of local clients prefer both JUST DIAL and TATA INFOMEDIA .Same is the corporate clients.

o B &W and Yellow ads. are preferred to more than the colours ones. 60% local clients & 40% local corporate clients use B & W and Yellow ads.

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LIMITATION:These are the following limitation which I face during project work.

o Time limit is very short for my research o Communication and language problem o Peoples are not responding properly o Narrow concept about print media o Hard to find out clients for research work

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SUGGESTION:o To do more advertisement to make aware the customers about Hello group. o Convince the prospect customers. o To recruit more employee to capture the whole market.

o Most of the firms are providing with dual benefit in single promotion as on directory and
on the company website. Hello Group yellow pages also need to come up with their website.

o Hello Group launching first time in Pune, it should make maximum number of customers
aware about it, about its brand image in Goa, about its brand loyalty in Goa.

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ANNEXURE
01. Do you know space selling? A. Yes B. No

02. Are you aware about the yellow pages? A. Yes B. No

03. Last year, you are given in which Yellow pages. A. Maharashtra industrial directory B. Pune yellow pages D. Info media

c. Just dial
E. Indiacom

04. How frequently you refer Pune yellow pages? A. Only when checking the info B. most frequently C. In my free time

05. Do you require promotional strategies for your product or services? A. Yes 06. If yes, what do you prefer? (A) Print media (c) Personal selling (B) Magazine (D) Other B. No

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07. If yes, Why you prefer print media as a promotional as a promotional tool? A. cost effectiveness B. convenient c. covers maximum people.

08. Have you ever given any advertisement print media pages? A. Yes B. No

09. What is the frequency of retaining advertisement? A. Monthly C. Semi-annually B. Bimonthly D. Annually

10. Would you like to promote your business in Pune yellow pages? Yes No

11. If no, what is the reason you do not like to promote your business in Pune Yellow pages. Why? 1. Price 2. Popularity 3.Due to new launch in market

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RESPONDENTS INFORMATION: A) Respondents Name: _______________________________________________ B) Sex: _____________________________ C. Age______________________________ D.)Occupation: __________________________________ E) Adress:___________________________________________________________

Date: _________

(Signature)

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BIBLIOGRAPHY

REFERENCE BOOKS:-

Marketing Management by Philip Kotler 12th edition. Marketing research by Naresh Malhotra

WEB LINKS:Web Site

www.hellogroup.com www.justdial.com www.infomedia.com www.traveltalk.co.in www.helloyellowpages.in www.whatsongoa.com

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EXHIBIT-I
RATE LIST OF PUNE YELL0W PAGE:

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