3 How would you rate products of company?

a. Excellent

b. Very Good

c. Good

d. Poor

Customer satisfaction from product  

Excellent 34

Very Good 76

Good 85

Poor 28

Customer satisfaction
Poor
13%
from product
Excellent
15%

Good Very Good

38% 34%

Interpretation

Out of 223 valuable customer for our survey it seems that 15% rated Poineer Publicity ’s
product as excellent in quality while 34% rated as very good experience that they have while
using Poineer Publicity ’s product and 38% people are rated as good to using Poineer Publicity
’s product.

44
Recommendation about the Poineer Publicity would be 13% people rated Poineer Publicity
product as poor one so company need to focus on those area why people rate as a poor why they
perceive that Poineer Publicity product’s quality is poor.

45
4. How would you rate services of the company?

a. Excellent

b. Very Good

c. Good

d. Poor

Customer satisfaction from Services

Excellent 50

Very Good 67

Good 57

Poor 49

Customer
Poor satisfaction from Services
22% Excellent
22%

Very Good
Good 30%
26%

Interpretation

Recent survey conducted by the Business standard and it shows customer satisfaction also
depends upon what is you sales after service strategy, according to our survey about the Poineer
Publicity 22% people rated Poineer Publicity as a excellent service provider while 30% rated it
has very good sales after service support and 26% rated good for the service to Poineer Publicity
’s.

46
The concern area for Poineer Publicity is 22% people who rated Poineer Publicity service as a
poor one and not which is one of the area where customer are not satisfied so for the Poineer
Publicity it need to be justify and fill the gap as soon as possible.

47
5. Are Respondent trying Poineer Publicity’s product for the first time?

Pioneer Publicity

5%

Yes
No

95%

Interpretation

95% of the consumers have used the Poineer Publicity as a product before they are not trying it
for the first time. It implies that very less number of the new consumers is added to the new
customer list for Poineer Publicity company What best can Poineer Publicity company do
with launching new advertisement campaign that they retained there customer as much as
possible in coming days or they add more product to there product portfolio.

48
6. How the consumers come to know about the Poineer Publicity in their perspective
market?

Interpretation

Here we come to know that 35% of the consumers came to know about the Poineer Publicity as
a product through self research, and following of this 30% people get to know about Poineer
Publicity trough advertisement i.e. quite effective advertisement point of view. Rest of 20% are
influenced though their friend and colleagues or by friends and a small number i.e. 10% by the
Hoardings and 5% by or any other means includes radio and magazine news paper article.

49
Q7. Do you call at customer care?

a) Yes

b) No

Interpretation:

87% of the respondent calls at customer care while 13% respondents do not call at customer
care.

50
Q8. If yes, how often you call at customer care?

a) Daily

b) Once a week

c) Once a month

d) occassionally

Interpretation

Major respondents here call customer care occasionally. 31% respondents respondents call
customer care once a month while 16% and 7% of respondents call once a week and daily
respectively.

51
Q9. Do you think Pioneer Publicity Corporation Pvt. Ltd. better option compare to its
competitors?

a) Yes

b) No

Interpretation:

77% people are satisfied with the services provided by the company. They say that the company
are very good and the ambience is better as compared to other competitors. The remaining 23%
respondents complained because some company were unorganised and messy due to various
reasons which will be discussed in the coming chapters. At some company, there were flies also.

52
Q10. Would like to come back to Pioneer Publicity Corporation Pvt. Ltd.?

a) Yes

b) No

Interpretation:

87% were happy with Pioneer Publicity Corporation Pvt. Ltd. and said that they will come again
while 13% said that they wouldn’t because of certain unpleasant experiences.

53
Q11. Are you satisfied with the services provided by Pioneer Publicity Corporation Pvt. Ltd.?

a) YES

b) NO

c) CAN’T SAY

Interpretation:-
From the above table it is clear that
customers are satisfied with the services
of Company because out of 88 customers
YES
NO 5 has given the positive answer in favor
CAN'T SAY
of Company

54
Q12. Do you think that Pioneer Publicity Corporation Pvt. Ltd. follow the ethical Mktg. Practices
like right pricing, right quality and right quantity?

a) YES

b) NO

c) CAN’T SAY

25

5 0
Yes No Can'tsay

Interpretation:-

Out of 90 customers 87 customers have told that Pioneer Publicity Corporation Pvt. Ltd.
following the ethical marketing practices.

55
Q13. Any suggestions about the design , price, marketing?

a) All ok

b) Decrease in price

c) New Design
10

New Design
35

Decrease in Price
48

All Ok

0% 10% 20% 30% 40% 50% 60%

Interpretation:

A-From the 100 People who were interviewed 48 said all the three things are ok and 35 said
some decrease in price and 10 said improvement in design will be fine.

56
When we talk about Mass Media Advertising, Outdoor is the only Mass Advertising Media, where there
is no syndicated research or data on the Media consumption habits of Target Audience. Lack of data puts
Media Planners and Advertisers in difficult position when they have do decide on Outdoor Advertising
Budget or they have to do scientific media planning. There have been some attempts on individual
companies and agencies part to do some research. But there is not even a single continuous and
syndicated study on which one can rely upon.

The American Media Research Company (Arbitron) has done a study on outdoor Media Consumer and
their role in Media Mix to construct the Profile of Pedestrian and Vehicle Drivers/Passengers, who are
exposed to Outdoor Advertising Messages. But in Indian context no such studies exists. Other competing
non-traditional media “With the growing media choices, competition for the advertising rupee has
increased manifold.” - Rahul Welde, General Manager-Media Services, HLL Ltd.

Though Media Planners recognize the potential of OOH the lack of syndicated study and no-reports on
ROI of such mediums makes recognizing the best media a challenge for them. All non-traditional media
is experimental in nature thus investment and ad-spends in the OOH can be fluctuating.

Role of Support Media

No matter how much the OOH industry grows, the fact remains that as the economy is booming and
people are consuming and purchasing more the brand marketers need to be present on every touch point
and so OOH can only be used strategically as a support media to other mass media only.

Government Regulations

The billboards and hoardings have been seen as a nuisance by the authorities. The Delhi government is
considering banning the media, and in Bombay, the number of hoardings is strictly restricted.

"India is much disorganized, and then there is both an interfering government and small time contractors.
Both have destroyed the media to a large extent," says P.S. Pillai, media controller, TBWA Anthem. This
has kept the growth of OOH low and media planners away from the medium.

The Indian Story

An Advertising Age report in 2005 estimated the bid for prestigious Two Times Square as much as $
350,000 (Rs 1.75 crore) per month. Obviously this comparison is unfair to the Indian context but, India’s
most expensive location at the Patel Bridge in Mumbai used to rake in Rs 22.5 ($ 45000) per month at an
average of Rs 7.5 lakhs for 10 days cycle only for morning site. Now comparisons apart, in a recent

57
auction the morning/evening combo property has a new owner with three year tenure. The bid amount of
Rs 15.3 has conferred the ownership by Times OOH.

Today the average rental of any OOH location has gone up by 25-40% depending upon the site and part
of the year it is bought in. All good properties have registered a growth of 40- 100% in last couple of
years. In the long run, these numbers are going to go up.

As mentioned earlier with Indian consumer facing a million advertisements every day on television and
less time in the busy run of the day to read the newspaper, this is the perfect time for the OOH media to
grow. Some of the fastest growing sectors in India today, such as telecom, real estate and financial
services, can all make good use of outdoor. In addition, the booming retail sector will provide plenty of
opportunities to innovate and create exciting outdoor advertising. After all, more malls mean more
people out of their homes. All that is needed to sustain is recognition of OOH as an industry, regulation
and some amount of research to validate the ROI on ad spend by marketers on OOH media. With the
above things in place OOH as a medium will witness rapid growth and expansion.

58
OOH has suddenly started gaining attention. The reasons for such a phenomenon can be as follows: 

Increasing ad-spends

The growth in Indian economy has led to better employment prospects and thus people  have more
disposable incomes. The result of this has been more consumption and more purchase. It requires the
brand marketers to reach out to the audience through every possible means. With the increasing media
spends the share over OOH media has also increased.

Clutter on traditional media

Media penetration has increased phenomenally over the past few years. Increasing penetration has led to
increasing demand from a clutter free advertising. OOH provides ample opportunity to advertise for
clutter free advertising. 

Increasing working population

More and more people are on the move today. In metros, on an average, people spend 3-6  hours of the
day traveling, which makes them potential audience to OOH media.

Aptness in Rural Marketing

In rural areas the impact of OOH is high. Rural areas do not have high literacy; therefore print is not the
best medium for advertisers. Significant power shortage doesn’t let TVCs to be effective either. To the
growing interests of FMCG giants in rural marketing, OOH offers excellent Return on Investment (ROI).

Local Advertising

OOH being a localized and cheap medium by nature also attracts a lot of local advertising. It turns out to
be cost-effective and relatively cheaper medium than other broadcast based regional or national media
which is affordable for local advertisers. Language problems can also be easily overcome by this
localized medium.

59
Advantages of OOH

Innovativeness
A big reason for the popularity of OOH Media is the innovations that have happened in OOH advertising
over the past decade. Today, OOH media is not just about plain hoardings trying to catch attention but
being innovative in terms of commercials used, display made and the way the hoardings and panels
execute.

 
People still remember the memorable outdoor campaign for Araldite adhesive, which stuck a real, life-
size car to a billboard. Below that came the punchline: ‘It also sticks handles to teapots’. Among the more
recent examples of outstanding use of outdoor is the campaign for the launch of the BMW Mini. In an age
in which everyone lives by the ‘big is better’ philosophy, it was no easy task to emphasize how small this
car is. But BMW Mini tried anyway and the innovative campaign showed outstanding results.

 
Flexibility
“OOH as a medium has the greatest flexibility in terms of being able to transform ideas and imaginations
into reality.” - Brent Kennedy, Head of DDB Creative, Japan With digital technology being used, the
OOH medium is offering significant flexibility to the advertisers to change the messages as required in
timely fashion. You can illuminate the OOH media as per requirements and as per time.

 
Coverage
Unavoidable – outdoor advertising is visible from all corners. It can be seen on city buses, bus stops,
hoardings, billboards, gymnasiums, parks, railway stations, malls and all other public places. It can cover
anybody’s imagination.

 Impact
OOH displays are intended to get people's attention while they drive or walk. It can catch  attention during
rush hours when people are stuck in traffic and are unable to do anything. OOH advertising is an effective
way to remind the audience of the product being advertised at the time just before purchase. This works
as an impact medium for national advertisers as it reinforces the impact of a particular brand.

60
Challenges to the Growth of OOH

The OOH industry appears to be a promising industry in India but if comparisons are  drawn between
OOH in India and OOH Globally it clearly shows that Indian industry is still in a nascent stage and lot has
to be done before OOH becomes an important and investment effective medium in the Indian context.

61
 APPENDIX

1. Had you heard about company Poineer Publicity India Corporation Pvt. Ltd.?

a) Yes

b) No .

2. How you came to know about this company?

a) By Newspaper

b) By Friend

c) Other Means of Advertisement.

d) Others (Specify) _______________________________________

3. How companies enhance their sales through Outdoor Media in Customer?

a) Customer celebrities
b) Show product as caring the Customer health
c) Create emotions
d) All of the above

4. How would you rate services of the company?

a) Excellent

b) Very Good

c) Good

d) Poor

62
5. Now respondents were asked for their preference for branded and non- branded Poineer
Publicity Market product.

Branded

Non Branded

6. What is the percentage of Customer participate in Outdoor Media?

1) 20% to 30% ,
2) 30% to 50% ,
3) 50% to 60% ,
4) 60% to 70%

7. How the consumers come to know about the Poineer Publicity in their perspective
market?

a) Friend

b) Self research

c) Advertisement

d) Hoarding

e) Others

8. Do you call at customer care?

a) Yes

b) No

9 If yes, how often you call at customer care?

e) Daily

f) Once a week

63
 g) Once a month

h) occassionally

10. Do you think Pioneer Publicity Corporation Pvt. Ltd. better option compare to its
competitors?

c) Yes

d) No

11. Would like to come back to Pioneer Publicity Corporation Pvt. Ltd.?

c) Yes

d) No

12. Are you satisfied with the services provided by Pioneer Publicity Corporation Pvt. Ltd.?

d) YES

e) NO

f) CAN’T SAY

13. Do you think that Pioneer Publicity Corporation Pvt. Ltd. follow the ethical Mktg. Practices
like right pricing, right quality and right quantity?

d) YES

e) NO

f) CAN’T SAY

14. Any suggestions about the design , price, marketing?

d) All ok

e) Decrease in price

f) New Design
64
65