SUMMER TRAINING

ON

SALES PROMOTION OF THE WEEK MAGAZINE PUBLISHED BY MALAYALA MANORAMA

Submitted Fo T!e P" ti"# Fu#$i##me%t O$ T!e Re&ui eme%t Fo T!e A'" d O$ MBA

Submitted B(

P "mod Kum"
MBA III Sem) Ro## No) *+,-.,//01

Submitted To D ) A2!i2! B!"t%"3"

P o$e22o

ANSAL INSTITUTE OF TE4HNOLOGY 5 MANAGEMENT6 LU4KNOW

A4KNOWLEDGEMENT
Any fruitful work is incomplete without a word of thanks to those involved directly or indirectly in its completion. With my sincere gratitude I would like to thanks everyone who has supported me in my project. I would like to extend my sense of acknowledgement to their immense help & guidance that they have provided me during this summer training. he present work has taken its !harpe largely to

their wise counsels" concrete and constructive suggestion and sincere courtesy. I would like to thank D ) A2!i2! B!"t%"3" for his support and encouragement during this summer training. provided #y his was an immense learning experience. he opportunity

he help received from something without which the project would not have #een complete. heir insight as well as guidance helped me to understand the essentials of the $roject. I would like to thank them for their support.
2

I extend my gratitude to the entire !ales department for guiding me during the summer training. I would also like to place on record my sense of gratitude to my parents and friends for their support and encouragement" which has always guided me my entire endeavourer.

PREFA4E
Impact of sales promotion is any initiative undertaken #y an organisation to promote an increase in sales" usage or trial of a product or service %i.e. initiatives that are not covered #y the other elements of the marketing communications or promotions mix&. !ales promotions are varied. 'ften they are original and creative" and hence a comprehensive list of all availa#le techni(ues is virtually impossi#le %since original sales promotions are launched daily)&. Fi%e 7 i%t is less noticea#le print smaller than the more o#vious larger print it accompanies that advertises or otherwise descri#es or partially descri#es a commercial product or service. *+, he larger print that is used in conjunction with fine print is ingenuously used #y the merchant in effect to deceive the consumer into #elieving the offer is more advantageous than it really is" via a legal technicality which re(uires full disclosure of all %even unfavora#le& terms or conditions" #ut does not specify the manner %si-e" typeface" coloring" etc.& of disclosure.

.ine print often says the opposite of what the larger print says. .or example" if the larger print says /pre0approved/ the fine print will say /su#ject to approval./
*1,

2specially in pharmaceutical advertisements"

fine print may accompany a warning message" #ut this message is often neutrali-ed #y the more eye0catching positive images and pleasant #ackground music %eye candy&. !ometimes" television advertisements will flash text fine print in camouflagic colors" and for notoriously #rief periods of time" making it difficult for the viewer to read. he use of fine print has #ecome a standard method of advertising in certain industries" particularly those selling a higher0priced product or service" or a specialty item not found on the mainstream market" or involving a signed contract. he practice" for example" can #e used to mislead the consumer in reference to an item3s price" its value" or the nutritional content of a food product.

4ONTENT
+. Introduction a. 4onsumer sales promotion #. rade sales promotion c. $olitical issues d. 2xternal references e. 5alayalam 5anorama weekly maga-ine f. 6usiness g. Awards h. 5odels i. he fine print advertisement j. 4ore 6usiness Activities k. 4ommunity Initiatives 1. company profile 7. Advertising #y 5alayalam 5anorama weekly maga-ine 8. !W' 9. :esearch 5ethodology ;. Analysis of <ata =. 4onclusion >. !uggestion ?. 6i#liography +@. Annexure

INTRODU4TION
S"#e2 P omotio% Impact of sales promotion is any initiative undertaken #y an organisation to promote an increase in sales" usage or trial of a product or service %i.e. initiatives that are not covered #y the other elements of the marketing communications or promotions mix&. !ales promotions are varied. 'ften they are original and creative" and hence a comprehensive list of all availa#le techni(ues is virtually impossi#le %since original sales promotions are launched daily)&. Aere are some examples of popular sales promotions activitiesB %a& Bu(8O%e8Get8O%e8F ee 9BOGOF: 0 which is an example of a self0li(uidating promotion. .or example if a loaf of #read is priced at C+" and cost +@ cents to manufacture" if you sell two for C+" you are still in profit 0 especially if there is a corresponding increase in sales. his is known as a $:25ID5 sales promotion tactic.

%#& 4u2tome

e#"tio%2!i7 incentives such as #onus points or here are many examples of 4:5" from

money off coupons. #anks to supermarkets.

%c& Ne' medi" 0 We#sites and mo#ile phones that support a sales promotion. .or example" in the Dnited Eingdom" Festle printed individual codes on EI 0EA packaging" where#y a consumer

would enter the code into a dynamic we#site to see if they had won a pri-e. 4onsumers could also text codes via their mo#ile phones to the same effect. %d& Me ;!"%di2i%3 additions such as dump #ins" point0of0sale materials and product demonstrations. %e& F ee 3i$t2 e.g. !u#way gave away a card with six spaces for stickers with each sandwich purchase. 'nce the card was full the consumer was given a free sandwich. %f& Di2;ou%ted 7 i;e2 e.g. 6udget airline such as 2asyGet and :yanair" e0mail their customers with the latest low0price deals once new flights are released" or additional destinations are announced.
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%g& <oi%t 7 omotio%2 #etween #rands owned #y a company" or with another company3s #rands. .or example fast food restaurants often run sales promotions where toys" relating to a specific movie release" are given away with promoted meals. %h& F ee 2"m7#e2 %aka. sampling& e.g. tasting of food and drink at sampling points in supermarkets. .or example :ed 6ull %a caffeinated fi--y drink& was given away to potential consumers at supermarkets" in high streets and at petrol stations %#y a promotions team&. %i& =ou;!e 2 "%d ;ou7o%2" often seen in newspapers and maga-ines" on packs. %j& 4om7etitio%2 "%d 7 i>e d "'2" in newspapers" maga-ines" on the H and radio" on he Internet" and on packs. %k& 4"u2e8 e#"ted "%d $"i 8t "de products that raise money for charities" and the less well off farmers and producers" are #ecoming more popular. %l& Fi%"%;e de"#2 0 for example" @I finance over 7 years on selected vehicles.
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5any of the examples a#ove are focused upon consumers. <on3t forget that promotions can #e aimed at wholesales and distri#utors as well. hese are known as T "de S"#e2 P omotio%2. 2xamples here might include joint promotions #etween a manufacturer and a distri#utor" sales promotion leaflets and other materials %such as car&" and incentives for distri#utor sales people and their retail clients.

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SALES PROMOTION

5arketing Eey concepts $roduct J $ricing J $romotion <istri#ution J !ervice J :etail 6rand management Account0#ased marketing 5arketing ethics 5arketing effectiveness 5arket research 5arket segmentation 5arketing strategy 5arketing management 5arket dominance $romotional content Advertising J 6randing <irect marketing J $ersonal !ales

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$roduct placement J $u#lic relations $u#licity J S"#e2 7 omotio% !ex in advertising J Dnderwriting $romotional media $rinting J $u#lication J 6roadcasting 'ut0of0home J Internet marketing $oint of sale J Fovelty items <igital marketing J In0game Word of mouth his #oxB view K talk K edit S"#e2 7 omotio% is one of the four aspects of promotional mix. % he other three parts of the promotional mix are advertising" personal selling" and pu#licityJpu#lic relations.& 5edia and non0media

marketing communication are employed for a pre0determined" limited time to increase consumer demand" stimulate market demand or improve product availa#ility. 2xamples includeB

contests point of purchase displays re#ates

12

free travel" such as free flights

!ales promotions can #e directed at either the customer" sales staff" or distri#ution channel mem#ers %such as retailers&. !ales promotions targeted at the consumer are called ;o%2ume 2"#e2 7 omotio%2. !ales promotions targeted at retailers and wholesale are called t "de 2"#e2 7 omotio%2. !ome sale promotions" particularly ones with unusual methods" are considered gimmick #y many. 4o%2ume 2"#e2 7 omotio% te;!%i&ue2

$rice dealB A temporary reduction in the price" such as happy hour

Loyal :eward $rogramB 4onsumers collect points" miles" or credits for purchases and redeem them for rewards. famous examples are $epsi !tuff and AAdvantage. wo

4ents0off dealB 'ffers a #rand at a lower price. $rice reduction may #e a percentage marked on the package.

$rice0pack dealB

he packaging offers a consumer a certain

percentage more of the product for the same price %for example" 19 percent extra&.
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4ouponsB coupons have #ecome a standard mechanism for sales promotions.

Loss leaderB the price of a popular product is temporarily reduced in order to stimulate other profita#le sales

.ree0standing insert %.!I&B A coupon #ooklet is inserted into the local newspaper for delivery.

'n0shelf couponingB 4oupons are present at the shelf where the product is availa#le.

4heckout dispensersB 'n checkout the customer is given a coupon #ased on products purchased.

'n0line couponingB 4oupons are availa#le on line. 4onsumers print them out and take them to the store.

5o#ile couponingB 4oupons are availa#le on a mo#ile phone. 4onsumers show the offer on a mo#ile phone to a salesperson for redemption.

'nline interactive promotion gameB 4onsumers play an interactive game associated with the promoted product. !ee an example of the Interactive Internet Ad for tomato ketchup.

:e#atesB 4onsumers are offered money #ack if the receipt and #arcode are mailed to the producer.
14

4ontestsJsweepstakesJgamesB

he consumer is automatically

entered into the event #y purchasing the product.

$oint0of0sale displaysB0
o

Aisle interrupterB A sign that juts into the aisle from the shelf.

o o o

<anglerB A sign that sways when a consumer walks #y it. <ump #inB A #in full of products dumped inside. MlorifierB A small stage that elevates a product a#ove other products.

o o

Wo##lerB A sign that jiggles. Lipstick 6oardB A #oard on which messages are written in crayon.

o o

FeckerB A coupon placed on the 3neck3 of a #ottle. N2! unitB /your extra salesperson/ is a pull0out fact sheet.

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T "de 2"#e2 7 omotio% te;!%i&ue2

rade allowancesB short term incentive offered to induce a retailer to stock up on a product.

<ealer loaderB An incentive given to induce a retailer to purchase and display a product.

rade contestB A contest to reward retailers that sell the most product.

$oint0of0purchase displaysB 2xtra sales tools given to retailers to #oost sales.

raining programsB dealer employees are trained in selling the product.

$ush moneyB also known as /spiffs/. An extra commission paid to retail employees to push products.

rade discounts %also called functional discounts&B

hese are

payments to distri#ution channel mem#ers for performing some function .

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POLITI4AL ISSUES !ales promotions have traditionally #een heavily regulated in many advanced industrial nations" with the nota#le exception of the Dnited !tates. .or example" the Dnited Eingdom formerly operated under a resale price maintenance regime in which manufacturers could legally dictate the minimum resale price for virtually all goodsO this practice was a#olished in +?;8. 5ost 2uropean countries also have controls on the scheduling and permissi#le types of sales promotions" as they are regarded in those countries as #ordering upon unfair #usiness practices. Mermany is notorious for having the most strict regulations. .amous examples include the car wash that was #arred from giving free car washes to regular customers and a #aker who could not give a free cloth #ag to customers who #ought more than +@ rolls.

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PROMOTIONAL MI? here are four main aspects of a 7 omotio%"# mi@. hese areB

* AdAe ti2i%38 Any paid presentation and promotion of ideas" goods" or services #y an identified sponsor. 2xamplesB $rint ads" radio" television" #ill#oard" direct mail" #rochures and catalogs" signs" in0 store displays" posters" motion pictures" We# pages" #anner ads" and emails. + Pe 2o%"# Se##i%3 8 A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. 2xamplesB !ales

presentations" sales meetings" sales training and incentive programs for intermediary salespeople" samples" and telemarketing. 4an #e face0to0face or via telephone. 0 P omotio%28 Incentives designed to stimulate the purchase or sale of a product" usually in the short term. 2xamplesB 4oupons" sweepstakes" contests" product samples" re#ates" tie0ins" self0 li(uidating premiums" trade shows" trade0ins" and exhi#itions.

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- Pub#i; e#"tio%2 8 $aid intimate stimulation of supply for a product" service" or #usiness unit #y planting significant news a#out it or a favora#le presentation of it in the media. 2xamplesB Fewspaper and maga-ine articlesJreports" Hs and radio presentations" charita#le

contri#utions" speeches" issue advertising" and seminars. <irect 5arketing is often listed as a the fifth part of the marketing mix !ponsorship is sometimes added as a sixth aspect.

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4ATEGORYBSALES PROMOTION Sub;"te3o ie2 his category has only the following su#category. 4

*C, 4ustomer loyalty programs %+&

P"3e2 i% ;"te3o ( DS"#e2 7 omotio%D he following 1? pages are in this category" out of 1? total. his list may not reflect recent changes %learn more&.

!ales promotion

P ;o%t) Mrand opening R

BB" 3"i%

$romotional item

6uy one" get one free H Aappy hour Aoover free flights promotion

:e#ate %marketing& :unning of the 6rides

4lip strip 4oupon

20

I <iscounts and allowances

S Institute of !ales $romotion

!ample sale !erver#uster !pecialty catalogs !tudent $rice 4ard

<oor#uster <rug 4oupon

L Ladies3 night = M

.ree sample

Hisual merchandising

5agalog 5oney #ack guarantee W

P Pi;E F%F mi@

Wiki wiki dollar

$oint of sale display

Noung America 4orporation

S"#e2 7 omotio% is one of the four aspects of promotional mix. % he other three parts of the promotional mix are advertising" personal
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selling"

and

pu#licityJpu#lic

relations.&

5edia

and

non0media

marketing communication are employed for a pre0determined" limited time to increase consumer demand" stimulate market demand or improve product availa#ility. 2xamples includeB

contests point of purchase displays re#ates free travel" such as free flights

!ales promotions can #e directed at either the customer" sales staff" or distri#ution channel mem#ers %such as retailers&. !ales promotions targeted at the consumer are called ;o%2ume 2"#e2 7 omotio%2. !ales promotions targeted at retailers and wholesale are called t "de 2"#e2 7 omotio%2. !ome sale promotions" particularly ones with unusual methods" are considered gimmick #y many. 4o%2ume 2"#e2 7 omotio% te;!%i&ue2

$rice dealB A temporary reduction in the price" such as happy hour

22

Loyal :eward $rogramB 4onsumers collect points" miles" or credits for purchases and redeem them for rewards. famous examples are $epsi !tuff and AAdvantage. wo

4ents0off dealB 'ffers a #rand at a lower price. $rice reduction may #e a percentage marked on the package.

$rice0pack dealB

he packaging offers a consumer a certain

percentage more of the product for the same price %for example" 19 percent extra&.

4ouponsB coupons have #ecome a standard mechanism for sales promotions.

Loss leaderB the price of a popular product is temporarily reduced in order to stimulate other profita#le sales

.ree0standing insert %.!I&B A coupon #ooklet is inserted into the local newspaper for delivery.

'n0shelf couponingB 4oupons are present at the shelf where the product is availa#le.

4heckout dispensersB 'n checkout the customer is given a coupon #ased on products purchased.

'n0line couponingB 4oupons are availa#le on line. 4onsumers print them out and take them to the store.
23

5o#ile couponingB 4oupons are availa#le on a mo#ile phone. 4onsumers show the offer on a mo#ile phone to a salesperson for redemption.

'nline interactive promotion gameB 4onsumers play an interactive game associated with the promoted product. !ee an example of the Interactive Internet Ad for tomato ketchup.

:e#atesB 4onsumers are offered money #ack if the receipt and #arcode are mailed to the producer.

4ontestsJsweepstakesJgamesB

he consumer is automatically

entered into the event #y purchasing the product.

$oint0of0sale displaysB0
o

Aisle interrupterB A sign that juts into the aisle from the shelf.

o o o

<anglerB A sign that sways when a consumer walks #y it. <ump #inB A #in full of products dumped inside. MlorifierB A small stage that elevates a product a#ove other products.

o o

Wo##lerB A sign that jiggles. Lipstick 6oardB A #oard on which messages are written in crayon.
24

o o

FeckerB A coupon placed on the 3neck3 of a #ottle. N2! unitB /your extra salesperson/ is a pull0out fact sheet.

T "de 2"#e2 7 omotio% te;!%i&ue2

rade allowancesB short term incentive offered to induce a retailer to stock up on a product.

<ealer loaderB An incentive given to induce a retailer to purchase and display a product.

rade contestB A contest to reward retailers that sell the most product.

$oint0of0purchase displaysB 2xtra sales tools given to retailers to #oost sales.

raining programsB dealer employees are trained in selling the product.

$ush moneyB also known as /spiffs/. An extra commission paid to retail employees to push products.

rade discounts %also called functional discounts&B

hese are

payments to distri#ution channel mem#ers for performing some function .

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4USTOMER RELATIONSHIP
4u2tome e#"tio%2!i7 is a widely0implemented strategy for

managing a companyPs interactions with customers" clients and sales prospects. It involves using technology to organi-e" automate" and synchroni-e #usiness processesQprincipally sales activities" #ut also those for marketing" customer service" and technical support. he

overall goals are to find" attract" and win new clients" nurture and retain those the company already has" entice former clients #ack into the fold" and reduce the costs of marketing and client service. *+, 4ustomer relationship management descri#es a company0wide #usiness strategy including customer0interface departments as well as other departments.*1, P!"2e2 he three phases in which 4:5 support the relationship #etween a #usiness and its customers are toB

Ac(uireB 4:5 can help a #usiness ac(uire new customers through contact management" selling" and fulfillment. *7,

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2nhanceB we#0ena#led 4:5 com#ined with customer service tools offers customers service from a team of sales and service specialists" which offers customers the convenience of one0stop shopping.*7,

:etainB 4:5 software and data#ases ena#le a #usiness to identify and reward its loyal customers and further develop its targeted marketing and relationship marketing initiatives.*8,

Be%e$it2 o$ 4R he use of a 4: system will confer several advantages to a companyB

Ruality and efficiency <ecreased costs <ecision support 2nterprise agility

4!"##e%3e2 ools and workflows can #e complex" especially for large #usinesses. $reviously these tools were generally limited to contact managementB monitoring and recording interactions and communications. !oftware
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solutions then expanded to em#race deal tracking" territories" opportunities" and at the sales pipeline itself. Fext came the advent of tools for other client0interface #usiness functions" as descri#ed #elow. hese tools have #een" and still are" offered as on0premises software that companies purchase and run on their own I infrastructure. 'ften" implementations are fragmentedQisolated initiatives #y individual departments to address their own needs. !ystems that start disunited usually stay that wayB siloed thinking and decision processes fre(uently lead to separate and incompati#le systems" and dysfunctional processes. 6usiness reputation has #ecome a growing challenge. he outcome of internal fragmentation that is o#served and commented upon #y customers is now visi#le to the rest of the world in the era of the social customer" where in the past" only employees or partners were aware of it. Addressing the fragmentation re(uires a shift in philosophy and mindset within an organi-ation so that everyone considers the impact to the customer of policy" decisions and actions. Auman response at all levels of the organi-ation can affect the

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customer experience for good or ill. 2ven one unhappy customer can deliver a #ody #low to a #usiness.*9, T(7e2GA" i"tio%2 S"#e2 $o ;e "utom"tio% !ales force automation %!.A& involves using software to streamline all phases of the sales process" minimi-ing the time that sales representatives need to spend on each phase. his allows sales

representatives to pursue more clients in a shorter amount of time than would otherwise #e possi#le. At the heart of !.A is a contact management system for tracking and recording every stage in the sales process for each prospective client" from initial contact to final disposition. 5any !.A applications also include insights into opportunities" territories" sales forecasts and workflow automation" (uote generation" and product knowledge. 5odules for We# 1.@ e0 commerce and pricing are new" emerging interests in !.A. *+, M" Eeti%3 4:5 systems for marketing help the enterprise identify and target potential clients and generate leads for the sales team. A key
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marketing

capa#ility

is

tracking

and

measuring

multichannel

campaigns" including email" search" social media" telephone and direct mail. 5etrics monitored include clicks" responses" leads" deals" and revenue. his has #een superseded #y marketing automation

and $rospect :elationship 5anagement %$:5& solutions which track customer #ehaviour and nurture them from first contact to sale" often cutting out the active sales process altogether. 4u2tome 2e Ai;e "%d 2u77o t :ecogni-ing that service is an important factor in attracting and retaining customers" organi-ations are increasingly turning to technology to help them improve their clientsP experience while aiming to increase efficiency and minimi-e costs. *;, 2ven so" a 1@@? study revealed that only 7?I of corporate executives #elieve their employees have the right tools and authority to solve client pro#lems..*=, he core for these applications has #een and still is

comprehensive call center solutions" including such features as intelligent call routing" computer telephone integration %4 I&" and escalation capa#ilities.

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A%"#(ti;2 :elevant analytics capa#ilities are often interwoven into applications for sales" marketing" and service. hese features can #e

complemented and augmented with links to separate" purpose0#uilt applications for analytics and #usiness intelligence. !ales analytics let companies monitor and understand client actions and preferences" through sales forecasting and data (uality. 5arketing applications generally come with predictive analytics to improve segmentation and targeting" and features for measuring the effectiveness of online" offline" and search marketing campaign. We# analytics have evolved significantly from their starting point of merely tracking mouse clicks on We# sites. 6y evaluating #uy signals" marketers can see which prospects are most likely to transact and also identify those who are #ogged down in a sales process and need assistance. 5arketing and finance personnel also use analytics to assess the value of multi0faceted programs as a whole. hese types of analytics are increasing in popularity as companies demand greater visi#ility into the performance of call centers and
31

other service and support channels"*;, in order to correct pro#lems #efore they affect satisfaction levels. !upport0focused applications typically include dash#oards similar to those for sales" plus capa#ilities to measure and analy-e response times" service (uality" agent performance" and the fre(uency of various issues. I%te3 "tedG4o##"bo "tiAe <epartments within enterprises Q especially large enterprises Q tend to function with little colla#oration. *>, 5ore recently" the development and adoption of these tools and services have fostered greater fluidity and cooperation among sales" service" and marketing. his finds expression in the concept of colla#orative systems which uses technology to #uild #ridges #etween departments. .or example" feed#ack from a technical support center can enlighten marketers a#out specific services and product features clients are asking for. :eps" in their turn" want to #e a#le to pursue these opportunities without the #urden of re0entering records and contact data into a separate !.A system.

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Sm"## bu2i%e22 .or small #usiness" #asic client service can #e accomplished #y a contact manager systemB an integrated solution that lets

organi-ations and individuals efficiently track and record interactions" including emails" documents" jo#s" faxes" scheduling" and more. hese tools usually focus on accounts rather than on individual contacts. hey also generally include opportunity insight for tracking sales pipelines plus added functionality for marketing and service. As with larger enterprises" small #usinesses are finding value in online solutions" especially for mo#ile and telecommuting workers. So;i"# medi" !ocial media sites like witter" LinkedIn and .ace#ook are amplifying the voice of people in the marketplace and are having profound and far0reaching effects on the ways in which people #uy. 4ustomers can now research companies online and then ask for recommendations through social media channels" making their #uying decision without contacting the company.

33

$eople also use social media to share opinions and experiences on companies" products and services. As social media is not as widely moderated or censored as mainstream media" individuals can say anything they want a#out a company or #rand" positive or negative. Increasingly" companies are looking to gain access to these conversations and take part in the dialogue. 5ore than a few systems are now integrating to social networking sites. !ocial media promoters cite a num#er of #usiness advantages" such as using online communities as a source of high0(uality leads and a vehicle for crowd sourcing solutions to client0support pro#lems. 4ompanies can also leverage client stated ha#its and preferences to /hyper0target/ their sales and marketing communications.*?, !ome analysts take the view that #usiness0to0#usiness marketers should proceed cautiously when weaving social media into their #usiness processes. hese o#servers recommend careful market

research to determine if and where the phenomenon can provide measura#le #enefits for client interactions" sales and support. *+@, It is stated*by
whom?,

that people feel their interactions are peer0to0peer

34

#etween them and their contacts" and resent company involvement" sometimes responding with negatives a#out that company. No%87 o$it "%d membe 2!i78b"2ed !ystems for non0profit and mem#ership0#ased organi-ations help track constituents and their involvement in the organi-ation. 4apa#ilities typically include tracking the followingB fund0raising" demographics" mem#ership levels" mem#ership directories"

volunteering and communications with individuals. 5any include tools for identifying potential donors #ased on previous donations and participation. In light of the growth of social networking tools" there may #e some overlap #etween socialJcommunity driven tools and non0profitJmem#ership tools. St "te3( .or larger0scale enterprises" a complete and detailed plan is re(uired to o#tain the funding" resources" and company0wide support that can make the initiative of choosing and implementing a system successful. 6enefits must #e defined" risks assessed" and cost (uantified in three general areasB
35

$rocessesB

hough these systems have many technological

components" #usiness processes lie at its core. It can #e seen as a more client0centric way of doing #usiness" ena#led #y technology pertinent that consolidates a#out and intelligently sales" distri#utes marketing

information

clients"

effectiveness" responsiveness" and market trends. herefore" a company must analy-e its #usiness workflows and processes #efore choosing a technology platformO some will likely need re0 engineering to #etter serve the overall goal of winning and satisfying clients. 5oreover" planners need to determine the types of client information that are most relevant" and how #est to employ them.*1,

$eopleB .or an initiative to #e effective" an organi-ation must convince its staff that the new technology and workflows will #enefit employees as well as clients. !enior executives need to #e strong and visi#le advocates who can clearly state and support the case for change. 4olla#oration" teamwork" and two0 way communication should #e encouraged across hierarchical #oundaries" especially with respect to process improvement. *++,
36

echnologyB In evaluating technology" key factors include alignment with the companyPs #usiness process strategy and goals" including the a#ility to deliver the right data to the right employees and sufficient ease of adoption and use. $latform selection is #est undertaken #y a carefully chosen group of executives who understand the #usiness processes to #e automated as well as the software issues. <epending upon the si-e of the company and the #readth of data" choosing an application can take anywhere from a few weeks to a year or more.*1,

Im7#eme%t"tio% Im7#eme%t"tio% i22ue2 Increases in revenue" higher rates of client satisfaction" and significant savings in operating costs are some of the #enefits to an enterprise. $roponents emphasi-e that technology should #e implemented only in the context of careful strategic and operational planning.*+1, Implementations almost invaria#ly fall short when one or more facets of this prescription are ignoredB
37

$oor planningB Initiatives can easily fail when efforts are limited to choosing and deploying software" without an accompanying rationale" context" and support for the workforce. *+7, In other instances" enterprises simply automate flawed client0facing processes rather than redesign them according to #est practices.

$oor integrationB .or many companies" integrations are piecemeal initiatives that address a glaring needB improving a particular client0facing process or two or automating a favored sales or client support channel.*+8, !uch point solutions offer little or no integration or alignment with a companyPs overall strategy. hey offer a less than complete client view and often lead to unsatisfactory user experiences.

oward a solutionB overcoming siloed thinking. 2xperts advise organi-ations to recogni-e the immense value of integrating their client0facing operations. In this view" internally0focused" department0centric views should #e discarded in favor of reorienting marketing" processes sales" toward information0sharing .or example" across sales
38

and

service.

representatives need to know a#out current issues and relevant marketing promotions #efore attempting to cross0sell to a specific client. 5arketing staff should #e a#le to leverage client information from sales and service to #etter target campaigns and offers. And support agents re(uire (uick and complete access to a clientPs sales and service history.*+8, Ado7tio% i22ue2 Aistorically" the landscape is littered with instances of low adoption rates. In 1@@7" a Martner report estimated that more than C+ #illion had #een spent on software that was not #eing used. 5ore recent research indicates that the pro#lem" while perhaps less severe" is a long way from #eing solved. According to 4!' Insights" less than 8@ percent of +"1=9 participating companies had end0user adoption rates a#ove ?@ percent.*+9, In a 1@@= survey from the D.E." four0fifths of senior executives reported that their #iggest challenge is getting their staff to use the systems they had installed. .urther" 87 percent of respondents said they use less than half the functionality of their existing systemO =1
39

percent indicated they would trade functionality for ease of useO 9+ percent cited data synchroni-ation as a major issueO and ;= percent said that finding time to evaluate systems was a major pro#lem. *+;, With expenditures expected to exceed C++ #illion in 1@+@" *+;, enterprises need to address and overcome persistent adoption challenges. !pecialists offer these recommendations *+9, for #oosting adoptions rates and coaxing users to #lend these tools into their daily workflowB

4hoose a system that is easy to useB not all solutions are created e(ualO some vendors offer applications that are more user0friendly S a factor that should #e as important to the decision as is functionality.

4hoose appropriate capa#ilitiesB employees need to know that the time they invest in learning and in using the new system will not #e wasted" indeed that it will yield personal advantagesO otherwise" they will ignore or circumvent the system.

$rovide trainingB changing the way people work is no small taskO to #e successful" some familiari-ation training and help0
40

desk support are usually re(uired" even with todayPs more usa#le systems.

Lead #y exampleB upper management must use the new application themselves, there#y showing employees that the top leaders fully support the application S or else it will skew the ultimate course of the initiative toward failure" #y risking a greatly reduced rate of adoption #y employees.

41

4OMPANY PROFILE MALAYALA MANORAMA

Malayala Manorama

T(7e Fo m"t O'%e Edito 8i%8 ;!ie$ Fou%ded L"%3u"3e

weekly maga-ine 6roadsheet 5alayala 5anorama Mroup 5ammen 5athew

+>>> 5alayalam

He"d&u" te 2 Eottayam 4i ;u#"tio% ISSN O$$i;i"# 'eb2ite +">@7"77+ daily @?=10@@11 www.manoramaonline.com

42

Malayala

Manorama %5alayalamB

&

is

a daily

newspaper" in 5alayalam language" pu#lished in the state of Eerala" India. According to World Association of Fewspapers" as of 1@++" it holds a position as top ++ th most circulating newspaper in the world" 7rd largest circulating newspapers in India %#ehind he imes of India and <ainik Gagran& and num#er one in Eerala.*+, It was first pu#lished as a weekly on +8 5arch +>?@" and currently has a readership of over 1@ million %with a circulation #ase of over +.? million copies&*+,. he 5alayalam word /manorama/ roughly

translates to /entertainer/. The Week (India)" an Indian weekly" is also #rought out #y the 5anorama Mroup.Manorama Yearbook is another yearly pu#lication #y the EottayamSEo-hikode0#ased5anorama Mroup. It has 71 pu#lications all over India in five languages

%2nglish" Aindi"5alayalam" amil and 6engali&. Hi2to (

43

he Malayala Manoramaoffice at $athanamthitta" Eerala he 5alayalam 5anorama was founded on 5arch +8" +>>> #y Eandathil Harghese 5appillai.*1, A joint stock pu#lishing company" destined to ac(uire the status of the first joint stock pu#lishing company of :epu#lic of India" was incorporated #y in +>>> #y Eandathil Harghese 5appillai atEottayam*third-party
source needed,

" then a

small town in the Eingdom of ravancore" currently" a part ofEerala state" India. he first issue of Malayala Manorama was pu#lished on 5arch 11" +>?@ from the press owned #y 5alankara

5etropolitan $ulikkottil Goseph 5ar <ionysious II of the !yrian 'rthodox 4hurch. he name Malayala Manorama was chosen #y the poet" :aghavan Fam#iar" Hilluvarvattathu from iruvalla. Eerala

Harma granted the sym#ol which is a part of the ravancore kingdom sym#ol. In a period of two years" from the date of incorporation until the pu#lication commenced" the company witnessed several challenges*va
ue,

$resently"

it

also

pu#lishes

several

other

pu#lications" including the 2nglish news maga-ine

he Week %the0

week.com&" the women3s mag Hanitha %in 5alayalam and Aindi&" an information oriented monthly called 3 ell 5e Why3" a comic maga-ine 6alarama and the men3s lifestyle maga-ine he 5an
44

%www.theman.in&.

he group has also diversified into 2ntertainment

and Fews elevision %5a-havil 5anorama" 5anorama Fews&" :adio %:adio 5ango&" internet %manoramaonline.com&and programming %5anorama Hision&. 'n the occasion of its +19th year ju#ilee" Indian $ostal <epartment has issued a commemorative stamp which was released #y !ri. $rana# 5ukherjee" $resident of India. P i%ti%3 ;e%t e2 9E%o'% "2 Editio%2: I% I%di" I% Ke "#" 2t"teHedit 2ou ;eI Eottayam Eo-hikode hiruvananthapuram

Eochi hrissur

Eannur Eollam $alakkad 5alappuram

45

 $athanamthitta Alappu-ha I% e2t o$ I%di"Hedit 2ou ;eI 5angalore 6angalore 4hennai 5um#ai <elhi

46

Time#i%e

+>>>B Malayala Manorama founded +>?@B .irst issue of Malayala Manorama was pu#lished on +8 5arch

+>?1 $u#lication of !hashaposhini commenced +?@+B Malayala Manorama #ecomes #i0weekly

+?@8B Eandathil Harghese 5appillai" the key figure passes away on ; Guly

+?+9B Malayala Manorama commences pu#lication of daily World War I supplements

+?+>B Malayala Manorama #ecomes triweekly on 1 Guly +?1>B Malayala Manorama #ecomes a daily from 1 Guly

+?1?B 'n 1? 5ay" Akhila Eerala 6alajana !akhyam formed

+?7@B Malayala Manorama"s first Annual Fum#er appears +?7=B 4ommencement of Malayala Manorama Weekly from > August

+?7>B

ravancore state proscri#es Malayala Manorama on +@

!eptem#er

47

+?7>B 'n +8 !eptem#er an issue of 5alayala 5anorama emerged from 4ochin appearing to #e printed at the Eunnamkulam press of 'rthodox church. 6ut this issue was actually printed #y the then 5alayalam Fewspaper #y name #thara Tharaka at their press known #y the name 6hasha 6hooshanam $ress" in Forth $arur. !e(uel to this Dthara haraka was forced to close down $ #thara Tharaka was owned and pu#lished #y Eulangara $aily Ittyachan the father0 in0law of E 4 Harghese 5apillai the youngest #rother of E 4 5ammen 5appillai.

+?7?B E. 4. 5ammen 5appillai was convicted and imprisoned on trumpeted charges of corruption and fraud

+?8+B 5ammen 5appilla released after #eing a#solved of all false cases

+?8=B .rom 1? Fovem#er" Malayala Manorama re0commences regular pu#lication

+?9@B Installation of the first rotary press 1@@=B 6ecomes the only regional language daily in India to cross +9 lakh copies.
48

 1@+1B A new printing unit added to the group from Alappu-ha district. Pub#i;"tio%2

N"me %ro yam !alarama !alarama 'atha !alarama (i est !hashaposhini 'alikkudukka 'arshakasree )astTrack %mar &hitra

F e&ue%;( L"%3u"3e T(7e 5onthly Weekly 5alayalam Aealth 5alayalam 4omic maga-ine

.ortnightly

5alayalam 4omics

Weekly 5onthly Weekly 5onthly 5onthly

5alayalam 4hildren 5alayalam Arts & Literature 5alayalam 4hildren 5alayalam Agriculture 5alayalam Automo#ile

49

Ma ic *ot The Man Manorama Weekly +mart ,i-e Tell Me Why Tho.hil /eedhi /anita /anitha /anitha /eedu Watch Time India The Week

Weekly 5onthly Weekly 5onthly 5onthly Weekly .ortnightly .ortnightly 5onthly 5onthly Weekly

2nglish 2nglish

4hildren 5en

5alayalam Meneral interest 2nglish 2nglish !ociety 4hildren

5alayalam 4areer Aindi Women

5alayalam Women 5alayalam $roperty 2nglish 2nglish echnology Meneral interest

50

MALAYALA MANORAMA WEEKLY MAGAZINE

The Week is an Indian weekly newsmaga-ine pu#lished #y

he 5alayala 5anorama 4o. Ltd. from Eochi and is

he maga-ine is pu#lished currently printed

in <elhi" 5um#ai"6angalore and Eottayam. According to the Audit 6ureau of 4irculations"*8, it in is the largest selling 2nglish

newsmaga-ine

India. The

Week3s

competitors" India

oday and 'utlook" have opted out of the A64 audit. 4!ie$ Edito 2

4over of E.5. 5athew3s auto#iography 2ttamathe 5othiram % he 2ighth :ing&. Ae was the founder chief editor of The Week.

51

H.E.6. Fair The Week was launched #y he 5alayala 5anorama 4o. Ltd in

<ecem#er" +?>1" and has had two chief editors" #efore the designation was discontinued.

E.5.

5athew %$adma

6hushan"+??>&"*9, the

founder

chief

editor" remained in office until 19 <ecem#er +?>>. $opularly known as 5athukuttychayan" he was chairman of the $ress rust of India" president of the Indian Fewspaper !ociety and chairman of the Audit 6ureau of 4irculations. Ae died on + August 1@+@. he o#it which appeared in he acclaimed #rainchild./*;, 2nglish news imes of India said" / he highly Week0was his

maga-ine0 he

52

E.5. 5athew3s eldest son" 5ammen 5athew"*=, %$adma !hri" 1@@9&"*>, took over on + Ganuary +?>?" and continued until ? <ecem#er 1@@=. Ae is currently chief editor of the 5alayala 5anorama daily" the group3s flagship pu#lication.

4urrently" The Week does not have a chief editor. E.5. 5athew3s second son" $hilip 5athew" managing editor since + Ganuary +?>?" is the highest0ranked editor. Pub#i2!e 2 $hilip 5athew" the first pu#lisher of the maga-ine" held the post until <ecem#er +?>>. Gaco# 5athewB + Ganuary +?>? till date. E.5. 5athew3s third son" he is currently president of WAF0I.:A. Ae is the second Asian and the first Indian to hold the post. *?, Edito 2 he maga-ine has had two editors" after which the designation was discontinued. H.E.6. FairB 1; <ecem#er +?>1 to 7 Gune +?>8.
53

.H.:. !henoy %$adma 6hushan" 1@@7&B*+@, +@ Gune +?>8 to ++ <ecem#er +?>>.

Edito 8i%84!" 3e 4urrently" the editor0in0charge is responsi#le for selection of news under he $ress and :egistration of 6ooks Act" +>;=. he incum#ent editor0in0charge" +?>>. De2i3% "%d 2t(#e he maga-ine was initially designed in0house" and was periodically redesigned. A major content overhaul was led #y $eter Lim" author and former editor0in0chief of he !traits imesJ!ingapore $ress : Mopaalakrishnan" took over on +> <ecem#er

Aoldings. Ae authored the #ook 4hronicle of !ingaporeB .ifty Nears of Aeadline Fews. he two major redesigns were led #yB $eter 'ng*+1, on > Fovem#er +??>.

<r 5ario :. Marcia on 1@ .e#ruary 1@@9.

54

6ased in !ydney" Australia" 'ng was formerly $icture & Mraphics 2ditor of he !traits imes. Ae is principal consultant at 4heckout

Australia" and was regional director for the !ociety of Fews <esign. Marcia owns the premier newspaper design firm" Marcia 5edia.
*+9,

6oth of them also helped redesign the 5alayala 5anorama.

In the early years" cartoonist 5ario 5iranda designed many covers for The Week. Ae also had a regular pocket cartoon in the maga-ine. The Week does not have pu#lished style#ook" #ut generally follows the down style for capitalisation. Its dateline carries the pull date" not the date of issue. 4o#um%i2t2 The Week has six regular guest columnsB

he !exes #y !ho#haa <e. 5asala 5usings #y Eishwar <esai. Art to Aeart" an art and culture column" #y Amjad Ali Ehan" Ashok Hajpeyi and 5ahesh <attani.

Last Word #y Gon !tock" 5allika !ara#hai" Fandita <as and" Ilina and 6inayak !en.
55

.unda 5ental #y Eunal Hjayakar. !chi-o0Fation #y Anuja 4hauhan.

In addition to the guests" there are two staff columns.

$ower $oint #y E.!. !achidananda 5urthy" *+=, the resident editor in Few <elhi.

$5' 6eat #y :. $rasannan" chief of Few <elhi #ureau. Fo me 4o#um%i2t2 .ormer columnists of the maga-ine include $riyanka

4hopra" Ehushwant !ingh" $.4. Alexander" :.F. 5alhotra" former foreign secretary A.$. Henkateswaran" Aarsha 6hogle" F< H 18x= managing editor !reenivasan Gain" 5anjula $admana#han" !antosh <esai*+>, and Antara <ev !en" among others. Su77#eme%t2 "%d St"%d"#o%e2 wo supplements go free with The WeekB Aealth" a fortnightly on health and fitness. Wallet" a monthly guide to personal finance and investment.

56

he standalone maga-ines areB

The ManB*1@, A monthly lifestyle maga-ine"

A2 5AF is

pu#lished from Few <elhi and is edited #y E. !unil homas.

WatchTime IndiaB A (uarterly maga-ine on luxury watches" it is pu#lished from Few <elhi and is edited #y Feha !. 6ajpai.

The Week H"( Fe2tiA"#

'xford mathematician 5arcus <u !autoy%in purple shirt& at The Week Aay .estival 1@+@ H"( Ke "#" +/*/ The Week was the title sponsor"*1+, of the inaugural Aay .estival*11, in India. Aeld in hiruvananthapuram" Eerala" from +1 to +8 Fovem#er 1@+@" the festival was held at Eanakakunnu $alace" the former summer retreat of the ravancore royal family.

57

Writers

and

speakers

for

the

event

included 5ani

!hankar

Aiyar" :osie <oshi" !onia

6oycott" Millian

4larke" William .aulks" Fik

<alrymple" ishani Mowing" 5anu

.aleiro" !e#astian

Goseph" F.!. 5adhavan" Gaishree 5isra" Hivek Farayanan" 5ichelle $aver" 6asharat $eer" du Aannah !autoy" !imon !yjuco" !hashi :othschild" E.

!atchidanandan" 5arcus !eth" 4.$.

!chama" Hikram haroor" Amrita

!urendran" 5iguel

ripathi" $avan Harma and$aul Tacharia. he event closed with a concert #y 6o# Meldof" where !ting made a surprise appearance. A'" d2

Ye" A'" dee Gayant 5ammen 1@@@ 5athew 5aria A#raham 1@@1 <eepak

A'" d

A3e%;(

Sto (

!AGA & Gournalism Award

!outh Gournalists Association

Asian :ural reporting

he

!arojini he

Aunger Women in panchayati

58

iwari

Faidu $ri-e 5edia

$roject

raj

1@@= The Week

2xcellence Award 2xcellence Gournalism Award he

Amity

6usiness reporting

1@@=

<nyanesh H. Gathar

in :amnath Moenka .oundation Life of AI<! orphans

1@@>

6idisha Mhosal

!tatesman Award :ural :eporting I$I0India Award %!hared& for

he !tatesman Ltd

!exual exploitation of widows inHidar#ha

1@@?

6idisha Mhosal

International $ress Institute"*17, India 4hapter $ress Institute of

!exual exploitation of widows in Hidar#ha

1@@?

Eavitha

$II0I4:4 Awar

India & International :ed 4ross

A#duction of re#els #y the

amil !ri

5uralidharan d

4ommittee of the Lankan Army

59

1@+@

5athew Meorge

2xcellence Gournalism

in Dnion

4atholi(ue

:o#ertsonian translocation among 6hopal tragedy victims gas

Internationale de la

%International& $resse*18,

.inalist 1@+@ !yed Fa-akat for <aniel nal Award Mold 1@+@ The Week %5aga-ine cover design& Mold issue& %!pecial 'n 19 years after Indira Mandhi WAF0I.:A*1;, 4over for Aealth <aniel $earl 5ultiple investigative stories $earlInternatio .oundation*19,

1@+@ The Week

WAF0I.:A

6hanu 1@++ $rakash 4handra 0)la held$

Mold %.eature photography&

WAF0I.:A

6iking

through

the

Aimalayas

icons denote the country where the awards ceremony was

60

In 1@@+" !pecial 4over <esigner Ajay $ingle entered the Limca 6ook of :ecords for designing the most num#er of covers for an Indian newsmaga-ine

61

62

5anorama 5aga-ine

5anorama is a weekly 5alayalam maga-ine form Eerala" India. It pu#lished #y the 5alayala 5anorama group. It is women3s related maga-ine. In this 5alayalam novels" stroes in from famous 5alayalam authors" funny articles." recipe sections" #eauty tips" short stories" original personal stories" interviews with famous personalities"

63

filmy gossips" astrological predictions" health articles" children special stories etc.

M"3">i%e Det"i#2 L"%3u"3eB 5alayalam F e&ue%;(B weekly 4ou%t (B India

M"%o "m" M"#"("#"m M"3">i%e

64

Shalini's Interview to Malayalam magzine

65

Manorama Magazine

5anorama is a weekly 5alayalam maga-ine form Eerala" India. It pu#lished #y the 5alayala 5anorama group. It is women3s related maga-ine. In this 5alayalam novels" stroes in from famous 5alayalam authors" funny articles." recipe sections" #eauty tips" short stories" original personal stories" interviews with famous personalities" filmy gossips" astrological predictions" health articles" children special stories etc. M"3">i%e Det"i#2 L"%3u"3eB5alayalam

66

F e&ue%;(Bweekly

67

68

69

SALES PROMOTIONS BY MALAYALAM MANORAMA WEEKLY MAGAZINE

!ales promotions are another way to advertise. !ales promotions are dou#le purposed #ecause they are used to gather information a#out what type of customers you draw in and where they are" and to jumpstart sales. !ales promotions include things like contests and games" sweepstakes" product giveaways" samples coupons" loyalty programs" and discounts. he ultimate goal of sales promotions is to stimulate potential customers to action. Medi" "%d "dAe ti2i%3 "77 o";!e2 Increasingly" other media are overtaking many of the /traditional/ media such as television" radio and newspaper #ecause of a shift toward consumer3s usage of the Internet for news and music as well as devices like digital video recorders %<H:s& such as iHo. Advertising on the World Wide We# is a recent phenomenon. $rices of We#0#ased advertising space are dependent on the /relevance/ of the surrounding we# content and the traffic that the we#site receives.
70

<igital signage is poised to #ecome a major mass media #ecause of its a#ility to reach larger audiences for less money. <igital signage also offer the uni(ue a#ility to see the target audience where they are reached #y the medium. echnological advances have also made it

possi#le to control the message on digital signage with much precision" ena#ling the messages to #e relevant to the target audience at any given time and location which in turn" gets more response from the advertising. <igital signage is #eing successfully employed in supermarkets.*+>, Another successful use of digital signage is in hospitality locations such as restaurants. *+?, and malls.*1@, 20mail advertising is another recent phenomenon. Dnsolicited #ulk 20 mail advertising is known as /e0mail spam/. !pam has #een a pro#lem for email users for many years. !ome companies have proposed placing messages or corporate logos on the side of #ooster rockets and the International !pace !tation. 4ontroversy exists on the effectiveness of su#liminal advertising %see mind control&" and the pervasiveness of mass messages %see propaganda&.

71

Dnpaid advertising %also called /pu#licity advertising/&" can provide good exposure at minimal cost. $ersonal recommendations %/#ring a friend/" /sell it/&" spreading #u--" or achieving the feat of e(uating a #rand with a common noun %in the Dnited !tates" /Uerox/ V /photocopier/" /Eleenex/ V tissue" /Haseline/ V petroleum jelly" /Aoover/ V vacuum cleaner" /Fintendo/ %often used #y those exposed to many video games& V video games" and /6and0Aid/ V adhesive #andage& Q these can #e seen as the pinnacle of any advertising campaign. Aowever" some companies oppose the use of their #rand name to la#el an o#ject. 2(uating a #rand with a common noun also risks turning that #rand into a generici-ed trademark 0 turning it into a generic term which means that its legal protection as a trademark is lost. As the mo#ile phone #ecame a new mass media in +??> when the first paid downloada#le content appeared on mo#ile phones in .inland" it was only a matter of time until mo#ile advertising followed" also first launched in .inland in 1@@@. 6y 1@@= the value of mo#ile advertising had reached C1.1 #illion and providers such as Admo# delivered #illions of mo#ile ads.
72

5ore advanced mo#ile ads include #anner ads" coupons" 5ultimedia 5essaging !ervice picture and video messages" advergames and various engagement marketing campaigns. A particular feature driving mo#ile ads is the 1< 6arcode" which replaces the need to do any typing of we# addresses" and uses the camera feature of modern phones to gain immediate access to we# content. >7 percent of Gapanese mo#ile phone users already are active users of 1< #arcodes. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. his is a relatively immature market" #ut it has shown a lot of promise as advertisers are a#le to take advantage of the demographic information the user has provided to the social networking site. .riendertising is a more precise advertising term in which people are a#le to direct advertisements toward others directly using social network service. .rom time to time" he 4W elevision Fetwork airs short

programming #reaks called /4ontent Wraps"/ to advertise one company3s product during an entire commercial #reak. he 4W
73

pioneered /content wraps/ and some products featured were Aer#al 2ssences" 4rest" Muitar Aero II" 4overMirl" and recently oyota. :ecently" there appeared a new promotion concept" /A:vertising/" advertising on Augmented :eality technology. 4u e%t t e%d2 Ri2e i% %e' medi" With the dawn of the Internet came many new advertising opportunities. $opup" .lash" #anner" $opunder" advergaming" and email advertisements %the last often #eing a form of spam& are now commonplace. $articularly since the rise of /entertaining/ advertising" some people may like an advertisement enough to wish to watch it later or show a friend. In general" the advertising community has not yet made this easy" although some have used the Internet to widely distri#ute their ads to anyone willing to see or hear them. In the last three (uarters of 1@@? mo#ile and internet advertising grew #y +>.+I and ?.1I respectively. 'lder media advertising saw declinesB W+@.+I % H&" W++.=I %radio&" W+8.>I %maga-ines& and W+>.=I %newspapers &.*
74

Ni;!e m" Eeti%3 Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also #rought a#out #y the Internet and the theory of he Long ail"

advertisers will have an increasing a#ility to reach specific audiences. In the past" the most efficient way to deliver a message was to #lanket the largest mass market audience possi#le. Aowever" usage tracking" customer profiles and the growing popularity of niche content #rought a#out #y everything from #logs to social networking sites" provide advertisers with audiences that are smaller #ut much #etter defined" leading to ads that are more relevant to viewers and more effective for companies3 marketing products. Among others" 4omcast !potlight is one such advertiser employing this method in their video on demand menus. hese advertisements are targeted to a specific group and can #e viewed #y anyone wishing to find out more a#out a particular #usiness or practice at any time" right from their home. his causes the viewer to #ecome proactive and actually choose what advertisements they want to view.*1+,

75

4 o'd2ou ;i%3 he concept of crowdsourcing has given way to the trend of user0 generated advertisements. Dser0generated ads are created #y consumers as opposed to an advertising agency or the company themselves" most often they are a result of #rand sponsored advertising competitions. .or the 1@@= !uper 6owl" the .rito0Lays division of $epsi4o held the &rash the +uper !owl contest" allowing consumers to create their own <oritos commercial.*11, 4hevrolet held a similar competition for their ahoe line of !DHs. *11, <ue to the

success of the <oritos user0generated ads in the 1@@= !uper 6owl" .rito0Lays relaunched the competition for the 1@@? and 1@+@ !uper 6owl. he resulting ads were among the most0watched and most0

liked !uper 6owl ads. In fact" the winning ad that aired in the 1@@? !uper 6owl was ranked #y the D!A oday !uper 6owl Ad 5eter as the top ad for the year while the winning ads that aired in the 1@+@ !uper 6owl were found #y Fielsen3s 6u--5etrics to #e the /most #u--ed0a#out/. his trend has given rise to several online platforms that host user0 generated advertising competitions on #ehalf of a company. .ounded
76

in 1@@=" Tooppa has launched ad competitions for #rands such as Moogle" Fike" AersheyPs" Meneral 5ills" 5icrosoft" F64 Dniversal" Tinio" and 5ini 4ooper. 4rowdsourced advertisements have gained popularity in part to its cost effective nature" high consumer engagement" and a#ility to generate word0of0mouth. Aowever" it remains controversial" as the long0term impact on the advertising industry is still unclear.*19, G#ob"# "dAe ti2i%3 Advertising has gone through five major stages of developmentB domestic" export" international" multi0national" and glo#al. .or glo#al advertisers" there are four" potentially competing" #usiness o#jectives that must #e #alanced when developing worldwide advertisingB #uilding a #rand while speaking with one voice" developing economies of scale in the creative process" maximising local effectiveness of ads" and increasing the companyPs speed of implementation. 6orn from the evolutionary stages of glo#al marketing are the three primary and fundamentally different approaches to the development of glo#al advertising executionsB

77

exporting executions" producing local executions" and importing ideas that travel. Advertising research is key to determining the success of an ad in any country or region. he a#ility to identify which elements andJor

moments of an ad that contri#utes to its success is how economies of scale are maximised. 'nce one knows what works in an ad" that idea or ideas can #e imported #y any other market. 5arket research measures" such as .low of Attention" .low of 2motion and #randing moments provide insight into what is working in an ad in any country or region #ecause the measures are #ased on the visual" not ver#al" elements of the ad.*1=, Fo ei3% 7ub#i; me22"3i%3 .oreign governments" particularly those that own marketa#le commercial products or services" often promote their interests and positions through the advertising of those goods #ecause the target audience is not only largely unaware of the forum as vehicle for foreign messaging #ut also willing to receive the message while in a mental state of a#sor#ing information from advertisements during
78

television commercial #reaks" while reading a periodical" or while passing #y #ill#oards in pu#lic spaces. A prime example of this messaging techni(ue is advertising campaigns to promote

international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue #y drawing more tourism" some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to #e produced and distri#uted #y the tourism ministries of those countries" so these ads often carry political statements andJor depictions of the foreign government3s desired international pu#lic perception. Additionally" a wide range of foreign airlines and travel0 related services which advertise separately from the destinations" themselves" are owned #y their respective governmentsO examples include" though are not limited to" the 2mirates airline %<u#ai&" !ingapore Airlines %!ingapore&" Ratar Airways %Ratar&" 4hina Airlines % aiwanJ:epu#lic of 4hina&" and Air 4hina %$eople3s :epu#lic of 4hina&. 6y depicting their destinations" airlines" and other services in a favora#le and pleasant light" countries market themselves to
79

populations a#road in a manner that could mitigate prior pu#lic impressions. +ee1 +o-t *ower

+ee also1 International Travel %dvertisin

DiAe 2i$i;"tio% In the realm of advertising agencies" continued industry diversification has seen o#servers note that #ig glo#al clients don3t need #ig glo#al agencies any more.*1>, his is reflected #y the growth of non0

traditional agencies in various glo#al markets" such as 4anadian #usiness AUI and !5A: in Australia and has #een referred to as /a revolution in the ad world/.*1?, Ne' te;!%o#o3( he a#ility to record shows on digital video recorders %such as iHo& allow users to record the programs for later viewing" ena#ling them to fast forward through commercials. Additionally" as more seasons of pre0recorded #ox sets are offered for sale of television programsO fewer people watch the shows on H. Aowever" the fact that these

sets are 2o#d" means the company will receive additional profits from

80

the sales of these sets. o counter this effect" many advertisers have opted for product placement on H shows like !urvivor. AdAe ti2i%3 edu;"tio% Advertising education has #ecome widely popular with #achelor" master and doctorate degrees #ecoming availa#le in the emphasis. A surge in advertising interest is typically attri#uted to the strong relationship advertising plays in cultural and technological changes" such as the advance of online social networking. A uni(ue model for teaching advertising is the student0run advertising agency" where advertising students create campaigns for real companies. *7@, 'rgani-ations such as American Advertising .ederation and AdD Fetwork partner esta#lished companies with students to create these campaigns. 4 iti;i2m2 While advertising can #e seen as necessary for economic growth" it is not without social costs. Dnsolicited 4ommercial 2mail and other forms of spam have #ecome so prevalent as to have #ecome a major nuisance to users of these services" as well as #eing a financial
81

#urden on internet service providers.*7+, Advertising is increasingly invading pu#lic spaces" such as schools" which some critics argue is a form of child exploitation. *71, In addition" advertising fre(uently uses psychological pressure %for example" appealing to feelings of inade(uacy& on the intended consumer" which may #e harmful. Re3u#"tio% In the D! many communities #elieve that many forms of outdoor advertising #light the pu#lic realm. *77, As long ago as the +?;@s in the D! there were attempts to #an #ill#oard advertising in the open countryside.*78, 4ities such as !Xo $aulo have introduced an outright #an*79, with London also having specific legislation to control unlawful displays. here have #een increasing efforts to protect the pu#lic interest #y regulating the content and the influence of advertising. !ome examples areB the #an on television to#acco advertising imposed in many countries" and the total #an of advertising to children under +1 imposed #y the !wedish government in +??+. hough that regulation continues in effect for #roadcasts originating within the country" it has
82

#een weakened #y the 2uropean 4ourt of Gustice" which had found that !weden was o#liged to accept foreign programming" including those from neigh#oring countries or via satellite. MreecePs regulations are of a similar nature" #anning advertisements for children3s toys #etween = am and +@ pm and a total #an on advertisement for war toys/. Faturally" many advertisers view governmental regulation or even self0regulation as intrusion of their freedom of speech or a necessary evil. herefore" they employ a wide0variety of linguistic devices to

#ypass regulatory laws %e.g. printing 2nglish words in #old and .rench translations in fine print to deal with the Article +1@ of the +??8 ou#on Law limiting the use of 2nglish in .rench advertising&. *7=, he advertisement of controversial products such as cigarettes and condoms are su#ject to government regulation in many countries. .or instance" the to#acco industry is re(uired #y law in most countries to display warnings cautioning consumers a#out the health ha-ards of their products. Linguistic variation is often used #y advertisers as a creative device to reduce the impact of such re(uirements.

SWOT ANALYSIS
83

STRENGTH

WEAKNESS

!trong 6rand Image. echnically !uperior. Mood After !ales.

Hery high price

5ajor 4ompetitors

OPPORTUNITIES THREATS Noung generations need for !trong competitors. more #randed. 6rand image is necessary to looking rich $roper advertising for #rand #uilding !trong advertising #y competitors.

RESEAR4H METHODOLOGY
84

he report is the result of a 2u Ae( which was undertaken in MALAYALAM MANORAM WEEKLY MAGAZINE . he o#jectives of the project has #een fulfilled #y getting response from the customer associated to these segments through a personal interview in the form of a &ue2tio%%"i e. he responses availa#le through the

(uestionnaire are used to evaluate the #rand loyalty for the products of 5alayalam 5anoram Weekly 5aga-ine and the willingness of the customer to purchase its products on future. he project also covers an analysis of the switch over of customers to competitors products in the market.

85

THE RESEAR4H PROBLEM

he pro#lem formulation is the first step to a successful research process. he project undertake the pro#lem of analy-ing the customer satisfaction level of the 5alayalam 5anoram weekly maga-ine and to find the marketing sales promotion of the product in comparison to other products.

86

THE RESEAR4H OB<E4TI=E

6ased on the pro#lem the o#jective of the research is divided into two which are as followsB

P im" ( ObJe;tiAeB o analyse #rand loyalty of customers towards the companyPs products range Se;o%d" ( ObJe;tiAeB Analyse consumer satisfaction and sales promotion of 5alayalam 5anoram weekly maga-ine overseas ltd. for different cars. Analyse the after sales service provided #y 5alayalam 5anoram weekly maga-ine

87

THE RESEAR4H DESIGN

he research design used in the project is e@7#o "to ( de2i3%. he investigation is carried upon the customers in M"#"("#"m M"%o "m" 'eeE#( m"3">i%e . he reason for choosing this design is to get responses from the customers so that their perception a#out the products of the company and their loyalty could #e predicted.

88

THE DATA SOUR4E

he data has #een taken from two sources P im" ( d"t" 2ou ;e he primary data source has #een collected through (uestionnaire #y personally interviewing each respondent on a num#er of (ueries structured in a (uestionnaire. Se;o%d" ( d"t" 2ou ;e !econdary data was collected from following sources $rior research reports We#sites 6ooks Fewspaper $ersonal consultation

89

THE AREA OF WORK he field work is conducted in the M"#"("#"m M"%o "m" 'eeE#( m"3">i%e in various show rooms situated in different

location all over the city.

THE ANALYTI4AL TOOLS USED he analytical tools used are mostly graphical in nature which include

$ie charts 4ylindrical charts 4olumn charts a#les showing percentage

THE SAMPLE SIZE he sample si-e consists of 9/ u%it2 out of which the most logical and non #iased response are selected thus the sample si-e is taken out to #e 9/ u%it2)

90

ANALYSIS
5onthly Fo. of

Income respondent 7@@@@09@@@@ 7+ 9+@@@0 +1 +@@@@@ a#ove +@@@@@ =

Fo. of respondent

+8I

18I

;1I

7@@@@09@@@@

9+@@@0+@@@@@

a#ove +@@@@@

91

*. S Information source a#out 5alayalam 5anoram weekly maga-ineY Fews paper .H ad rade show Internet $eer group $ersonal approach #y dealer Fo. of respondent = 1 +@ + 1+ +8

Fo. of respondent
19I +7I 8I +>I 7>I Fews paper .H ad rade show Internet $eer group $ersonal approach #y dealer 1I

92

+) 8 Which language Fews paper and .H channel do you preferY

Fo. of Aindi 2nglish 'ther respondent +? 1; 9

Fo. of respondent

+@I 7>I

91I

Aindi

2nglish

'ther

93

0) 8 Aave you seen 5alayalam 5anoram weekly maga-ine Advertisement %print ad or .H commercial&Y Fo. of $rint ad .H commercial respondent 7= +7

Fo. of respondent

1;I

=8I

$rint ad

.H commercial

94

-) 8 Was that Advertisement effectiveY

Nes Fo

Fo. of respondent 8+ ?

Fo. of respondent

+>I

>1I

Nes

Fo

95

1) 8 What was the influencing power of advertisementY Fo. of respondent 78 7 1 ++

<iscount 6rand am#assador .ree gifts performance

Fo. of respondent

11I 8I ;I ;>I

<iscount

6rand am#assador

.ree gifts

$erformance

96

,) 8 Aow many times do you see 5alayalam 5anoram weekly maga-ine and competitors advertisementY Fo. of %monthly& %Weekly& %daily& %+9 days& respondent ? +7 += ++

Fo. of respondent

11I

+>I

1;I 78I

%monthly& %daily&

%Weekly& %+9 <ays&

>. !ales promotion activity for 5alayalam 5anoram weekly maga-ine .eed #ack from customer
97

.air Mood 2xcellent

Fo. of respondent +7 +? +>

Fo. of respondent

1;I 7;I

7>I

.air

Mood

2xcellent

98

LIMITATION OF THE SUR=EY

hough" #est efforts have #een made to make the study fair" transparent and error free. 6ut there might #e some inevita#le and inherent limitations. hough outright measure are undertaken to make the report most accurate. he limitation of the survey is narrated #elowB

he project is valid for 5alayalam 5anoram weekly maga-ine only.

It was not possi#le to cover each and every showroom due to time constrains.

here may #e some #iased response form the respondents !ome respondents did not provide the full data. Dnwillingness on the part of the customers to disclose the information as per the (uestionnaire.

he decisiveness on the part of the customers regarding some (uestion hence difficulty faced in recording and analy-ing the data.

99

SUGGESTION AND 4ON4LUSION

his effort for the innovation in impact of sales promotion of 5alayalam 5anorama weekly maga-ine will help the H

Advertisement" 5outh pu#licity etc. And other thing is provide some offers like <iscount" <iwali offers" .ree Mift like music system" Accessories etc. 5y project is a key to open the door of greater comfort to the middle segment. In this age of e(uity sector who given tractor in low prices they will #low like sun and 5alayalam 5anorama weekly maga-ine product is low prices. he customers of 5alayalam 5anorama weekly maga-ine are #rand loyal with only a small percent want to shift over to other #rands. rying of other #rands #y customers is mainly #ecause the customer wants to try something new. he performance of 5alayalam 5anorama weekly maga-ine product good in comparison to other #rands.
100

 is the #asic feature influencing the impact of sales promotion on consumer relation with 5alayalam 5anorama weekly maga-ine is #rand loyalty. he #est selling product and advertisement is good 5alayalam 5anorama weekly maga-ine . <ue to high #rand loyalty the customers of 5alayalam 5anorama weekly maga-ine product recommend it product to others Like 5alayalam 5anorama weekly maga-ine product . he customers are satisfied with the product range of 5alayalam 5anorama weekly maga-ine.

101

BIBLIOGRAPHY
BOOKS

AUTHORS B B B P!i#i7 Kot#e D) D) S!" m" 4) R) Kot!" i

M" Eeti%3 M"%"3eme%t M" Eeti%3 Re2e" ;! Re2e" ;! Met!odo#o3( Web2ite2

''')m"#"("#"mm"%o m");om ''')3oo3#e);om

102

KUTIONNARE
Fame & Address of the customer 'ccupation Age Annual Income *. 0 Aow you #ecome interested a#out 5ALANALA5 5AF':A5 W22ELN 5AMATIF2 Y %+& Fews paper %8& Internet %9& $eer group %;& $ersonal approach #y dealer %1& .H ad %7& rade show Z 'ther Hehicle 'wned

+) 8 Which language Fews paper and .H channel do you preferY %+& Aindi %1& 2nglish %7& 'ther

0) 8 Aave you seen 5alayalam 5anoram weekly maga-ine Advertisement %print ad or .H commercial&Y Nes $rint ad
103

Fo

.H commercial -) 8 Was that Advertisement effectiveY %+& Nes %1& Fo

L) 8 Aow many times do you see 5ALANALA5 5AF':A5 W22ELN 5AMATIF2 and competitors advertisement at .H in Fews paperY %+& <aily
5alayalam 5anoram weekly maga-ine

%1& Weekly

%7& 5onthly

%8& Aardly

Fews paper +. Are you satisfied with 5alayalam 5anoram weekly maga-ine +. Nes 1. Fo 1. Are you aware a#out 5alayalam 5anoram weekly maga-ine Y +. Nes 1. Fo 7. <o Nou Enow feature of 5alayalam 5anoram weekly maga-ine Y +. Nes 1. Fo 8. Are Nou !atisfied the impact of sales promotion of 5alayalam 5anoram weekly maga-ine Y +. Nes 1. Fo
3. 4anPt say 104