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Docshare - Tips Aneri Sip Report 1
Docshare - Tips Aneri Sip Report 1
SUBMITTED To
Submitted on:
Enrolment number:
MBA SEMESTER:
Batch No:
1
Certificate
Certified that this comprehensive project report titled ―Title‖ is the bonafied work
of Student Name (Enr. No. 117290592024) who carried out the research under my
supervision. I also certify further, that to the best of my knowledge the work
reported herein does not form part of any other project report or dissertation on the
basis of which a degree or a work was conferred on an earlier occasion on this or
any other candidate.
Date:
It is certified that the work mentioned above is carried out under my guidance.
Date:
2
DECLARATION
I, Aneri Gandhi (Enr. No.) hereby declare that the report for Comprehensive
Project “OPERATIONAL PROCEDURE OF ADVERTISING AGENCY” is a result of our
my work and our indebtedness to other work publications, references, if any,
have been duly acknowledged.
Place: Ahmedabad
3
ACKNOWLEDGEMENT
I would like to thank Mr. Siddharth Bist (Dean of L.J Institute) & Ms. Neha
Mehta, (Professor, L.J Institute), for helping me to get such an excellent
opportunity.
Last but not the least there were so many who shared valuable information that
helped in the successful completion of this project.
Aneri Gandhi
4
PREFACE
When it comes to the practical knowledge in ‗Marketing field‘, there are immense
areas to be specialized in. One can go for market survey and the study of the
marketing strategy or to study about the process of Marketing Department in the
Firm.
5
Getting the deep and practical knowledge of this field can be of great help to the
students who are interested in Marketing. This kind of training and projects can
help the students to use their theoretical knowledge on the practical aspects of the
field.
6
EXECUTIVE SUMM ARY
The initial part of this report is done from the basic information of the company
which includes General information about the company which consists of its
history and development and the information about its all functional areas.
The later part is of the specialization area. This part starts with back ground of the
study of the project report. The part contents the literature review about the
advertising.
In the last part, it is the detailed description of how to advertise the product,
where I have prepared a list of knowledge, skills and attitude required by
employees working at different functional areas and doing a project.
Projects are the back bones of the company and when projects are undertaken
employees from different departments come together and work as teams for the
completion of the project.
7
The topic which I have chosen for my SIP is new for me. I had to go through a lot
of work to understand the basics of Advertising. Also I had to go through the
concept of advertising and how it‘s useful for the brands. It was a great learning
indeed.
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TABLE OF CONTENTS
PAGE
SR.NO PARTICULARS
NO
Declaration Iii
Acknowledgement Iii
Preface Iv
Executive Summary Vi
Table of Content Viii
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10
Introduction to Advertising & Advertising Industry
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Indian advertising industry in very little time has carved a niche for itself
and placed itself on the global map.
The creative minds that the Indian advertising industry incorporates have
come up with some mind-boggling concepts and work that can be termed as
masterpieces in the field of advertising.
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Introduction to Triton Communications
Big ideas always add value to their client‘s brands and businesses. Their
main job is to provide with Communication solutions that translate into a
sustainable competitive edge for their clients in an otherwise overcrowded
market place. They are always shifting the market to benefit their clients.
Since their inception in year 1991, they have come a long way by pushing
creativity to newer frontiers. This success is backed by their strong
understanding of India‗s multicultural values and by having a deeper insight
of what their clients really need. Small, cogent unit works with the discipline
of a larger agency to ensure greater growth for their clients. Triton aspires to
Build brands that footprint each region of India. Consistent financial goals
and aim to always grow is their strength. Their healthy management has
capacity to produce a steady growth in earnings through thick and thin.
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Values they hold:-
1. Integrity:
They believe in being straight, honest and fair with their clients, their people and
their suppliers.
2. Dedication:
More attention; more commitment; more energy. They always strive to achieve
3. Curiosity:
They‗re always curious. They listen. Because they believe that the only way to
generate new ideas is to have an open mind. They are never satisfied with the
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4. Innovation:
It lies at the heart of everything they do. And they use it judiciously to respond to
the consumers changing needs. They are always searching for an outstanding
5. Rapidity:
They believe that today time is more valuable than money. And their approach
to business stands testament to this belief. Rapid decision making and flexibility
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Brands that Triton Communication is associated with:-
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Objectives:-
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Introduction to the Project:
Account Department:
They work with the agency's clients to write briefs that detail the advertising
that's needed, work with the creative department to develop campaigns, and
work with the other departments to get the campaign produced.
Strategy Department:
Strategists, or Account Planners as they are also known, research the facts
needed for creating advertising, and strategize the best messages and
methods to use to reach their target audience.
Media Department:
The media department plans, coordinates and purchases media space to run
advertising that the agency has created.
Creative Department:
Interactive Department:
The Interactive Department designs and creates all of the digital components
of an advertising campaign, including websites, banner ads and interactive
applications.
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Production Department:
Production includes all the people who help get a job routed internally,
proofread, checked, printed, duplicated, and distributed.
Administrative Department:
Handles all the internal business of an advertising agency like finances and
human resource. (Admin manager, Delivery boy, Peon)
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THE PROCESS OF ADVERTISING AGENCY
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Client‘s Brief
Client ad-
campaign
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Four Main Departments:-
1. Accounts Department
2. Client Serving Department
3. Creative Department
4. Studio Department
Client Servicing:
The employee in this department has to interact with the client and as well the
agency and get the work done with the creative.
There are many types of designers, including those proficient in graphic design,
web design and even product design. Designers are very valued, as they can take
ideas to the next level and give the finished work a polish that the creative team
could not add.
Studio Manager:
The studio manager has to check the CD before sending the CD for final printing
and see to it that there are no mistakes.
They write the copy of the ads in the respective language (English, Hindi, and
Gujarati) according to the brief received from the client serving department.
The CW/AD team is given a brief and then works on it together for days, or even
weeks. When ideas are presented and chosen, they will then work together to craft
copy and create visuals for the ad campaign. (AD)This is a job of creative thinking;
execution can be handled by other people.
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DTP Operator:
The DTP operator have to check the art file and size of the ads and have to make
final art work CD; They have to check the file before making the final art work
CD.
Visualizer:
A visualizer, as per the brief design ad options in accordance to the brief makes
changes. If it gets approved than he has to send it to the studio for final art work
Admin department:
They take care of all the office work; they keep an eye on attendance, stationery
work, delivery.
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Some Projects I Have Worked On:-
History of AB Jewels:-
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To provide a more spacious place for their customers, they
have continuously added up more floor space of their
Ratanpole showroom. First from One shop to Two adjacent
shops in the year 1990 and then yet another, in the year
1999 to make it three adjacent shops in a single stretch.
These showrooms are all interconnected, one above the other, with a
special in-house Lift. The Cafeteria has gained immediate popularity amongst
their customers, coming from outside the town & looking for a quick bite… no
matter, serving mineral water looks un-important against that.
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Research Methodology:- (AB Jewels)
I. Statement of Problem:
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III. Setting the area under the study:
Secondary data collection with the help of AB Jewels past projects and also
from internet like all web sites for example www.abjewels.com,
www.google.co.in, www.wikipedia.org
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Analysis:-
Second
First
Ground
0 5 10 15 20 25 30 35 40 45
Findings:-
The main customers of the Diamonds are middle aged business class people
(25-40yrs and 50-70 yrs. - 10%) who have basic knowledge about diamonds.
Gold section is usually visited by people from rural areas who consider gold
as a long term investment.
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AVG. TIME SPENT BY CUSTOMERS (IN MINS)
100
90
80
70
60
50 AVG. TIME SPENT BY CUSTOMERS
(IN MINS)
40
30
20
10
0
Ground First Second
Findings:-
The most visited time in the diamond section is usually between 1p.m-3p.m
and after 4p.m. The average time spent by the customers who intend to
purchase is approx. 1hr.
The maximum walk ins in the gold section would be after 1p.m and it
continues. Customers interested in buying gold usually spend 1.5 hrs. on an
average in the store.
The maximum walk ins in silver section is usually after 1 p.m. Here
customers spend 30 mins on an average here.
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AVERAGE CONVERSION RATE (IN PERCENTAGE)
30
60
Ground
First
Second
90
Findings:-
32
FLOORS CUSTOMERS CONSIDERATIONS BEFORE
PURCHASING
Findings:-
The people belonging to upper class families and educated people. These
customers usually consider the cents or carats of the diamond and the
cuts of the diamonds before purchasing.
Gold section is usually visited by people from rural areas who consider
gold as long term investment. These people usually focus on the weight
of the gold and consider purchasing pure gold jewellery to get a buyback
in future.
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Work Done By Me on AB Jewels:-
Detailed study on the store layout, consumer insights and the store facilities
& collection of jewellery in details.
As well interacted with the consumers and the sales personnel on each floor.
Attended a meeting for the print ads to be released for the discount offer in
august as well made a presentation on the 4 C’s of Diamond.
Helped with the Standees and Leaflets layout and scripts, being prepared
for AB Jewels showroom.
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There were several jewellery brands that had put up their stalls in the
exhibition like:
KP Sanghvi
KR Sons
Aaditya
Pachchinagar Jewelers
Vaishnavi Jewels
Charu Jewels
Narayan Jewels
Mangalam Jewels
Gharenu
Premji Vaalji
Kalajee Jewelry
K.G Gems
BR Designs(surat)
Parumma
S&K Diamond
Gold Roof
MN Jewels
Alite Ornatto
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36
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2) Research on Yes Bank Pvt. Ltd.:-
About Yes Bank:-
India's No. 1 New Private Sector Bank in the Financial Express-E&Y Best
Banks Survey 2010, India's Fastest Growing Bank of the Year at the
Bloomberg UTV Financial Leadership Awards 2011.
38
YES BANK deals in the following 5 business lines-
b) Commercial Banking
With its sector-specific products and services under commercial banking YES
BANK supports Emerging Corporates.
c) Branch Banking
Business and Retail Banking
Business Banking:-
YES Bank caters to all the service requirements of these SME's across various
product segments like Cash Management, Payment Solutions, Direct Banking,
Liabilities and Investment Management, Trade services and advisory.
Retail Banking:-
Retail Banking caters to the banking & wealth management needs of individuals
and small businesses. Customers are currently being served through a branch
network, of over 430+ branches across the country with 1000+ ATMs, and Internet
Banking facilities.
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e) Investment Banking
YES BANK's Investment Banking division consists of domestic and cross-border
Mergers and Acquisitions, Joint Venture Advisory Services, Private Equity
Placement as well as Merchant Banking Services across select industry verticals.
Corporate Finance:-
(http://corporate.indbankonline.com/documents/Yes%20Bank%20Ltd%20-
%20Update.pdf http://www.cio.in/ceo-interviews/yes-change-rana-kapoor-
founder-and-md-yes-bank) YES BANK's Corporate Finance practice offers a
combination of advisory services and customised products to optimise risk based
on "Knowledge Arbitrage".
Financial Marketing:-
The Financial Markets (FM) business model provides Risk Management solutions
related to foreign currency and interest rate exposures of clients.
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Yes Bank sponsorship in IPL 2013:-
Yes Bank has signed a five-year contract with the Indian Premier League
(IPL) as an official partner and on-ground sponsor.
In the financial services category, Citi was the official on-ground sponsor of
the IPL till IPL season 5. But, it did not renew its deal for this season.
For the sixth season, IPL has got only Pepsi (title sponsor) and
Vodafone (associate sponsor) so far as sponsors. While Pepsi had won the
title sponsorship for the next five years, Vodafone had renewed its
association with IPL last year.
Rana Kapoor, Founder, MD & CEO, Yes Bank said, ―IPL is the foremost
event property in India, which through its vibrant & innovative platform
brings together the entire country, irrespective of regional or demographic
diversity. They said, we are confident that YES BANK’s association with
IPL for 5 years will facilitate our brand recognition, and further propel our
pan India Retail Banking franchise. We look forward to deepen our
relationship with our stakeholders through various exciting and creative
initiatives around the IPL in our Retail branch serving areas across India.‖
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42
Research:-
Objectives:-
Methodology:-
Respondent Profile:-
Males, 25-44 years, SEC A (Graduate with Post Graduation), having a savings
bank account, Decision makers fully/ partly, Users + YES BANK Aware non users
(Should be a mix of.. Salaried- Junior/ Middle/ Senior level executives in
marketing, finances, IT, FMCG, FMCD, Education, Stock Brokers/ Analysts and
sales. Self- Employed- Consultants, Free Lancers, Doctors, Lawyers and teachers
with their own classes or tuition centre).
15 Respondents.
All the interviews were to be recorded on good quality cams and should be audible.
43
ANALYSIS:-
AIRTEL
YES BANK
PERCENTAGE
COCA- COLA
PEPSI
0 20 40 60 80 100
44
Q- Do you remember any other bank‘s advertising during IPL?
100
90
80
70
60
50
PERCENTAGE
40
30
20
10
0
YES BANK CITI BANK MAX LIFE ICICI
INSURANCE
45
Q- Do you remember any YES BANK advertising on IPL? If yes, than what do
you remember?
95 98
MAXIMUM SIXES
BEST CATCH
BANNERS ON THE GROUNDS
LONGEST SIX
85
90
46
Q- Any particular message you remember about YES BANK?
100
90
80
70
60
50
40 PERCENTAGE
30
20
10
0
MAXIMUM LOGO 7 WAYS TO EK HAAN JO
SIXES SAY YES BADAL DE
AAPKI
ZINDAGI
47
Q- What was you perception about YES BANK before IPL?
PRIVATE SECTOR
PERCENTAGE
SMALL BANK
0 10 20 30 40 50 60 70 80
48
Q- What is your perception about YES BANK after IPL?
100
90
80
70
60
50 PERCENTAGE
40
30
20
10
0
PRIVATE WANTS
BANK TO EXPAND BUSINESS
NO PERCEPTION
TRUSTWORTHY BANK
49
Q- Would you like to invest in YES BANK in future?
MAY BE
NO
PERCENTAGE
YES
0 10 20 30 40 50 60
50
Work Done By Me On Yes Bank:-
Yes Bank wanted to know the Impact of their Advertising in IPL 2013, on
the people.
Advertising in IPL has definitely helped YES BANK to build its image in
the market.
A detailed study on the, that advertised during IPL and as well the YES
BANK‘s advertising.
All the interviews were video recorded and than they were sent to Mumbai
in a CD.
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3) Orion Service Apartments:-
Orion serviced apartments operate with the philosophy of providing the best
living well in Ahmedabad with apartments that are spacious, bright and full
of comfort.
They believe in customers greatest comfort and care. The idea of Orion
Serviced Apartments was created along with customers in mind. The Orion
team is committed to delivering each and every guest preference and
excellent service and performance.
ORION–Meaning&Experience
ORION, a group of brightest stars in the eastern sky. It also means ―Coming
forth as light from the heaven‖. Old Greeks talked about a great hunter who,
upon death, was placed in the sky for all to admire and recall the heroic
things Orion had done on earth. Myths surrounding the constellation of
Orion abound everywhere, perhaps because it appears in the sky above and
visible from every inhabited place in the world.
52
Imagine a world where you can enjoy the best features with all the
advantages of customers very own apartment and the vision to serve top-tier
travelers and long staying guests in gateway city throughout.
LED TV
All latest channels & movies
Round the clock hot & cold water
Refrigerator
Sufficient Wardrobe
Comfortable Sofa
Induction cooker
Crockery‘s & Utensils
Split Air-condition
Semi -Kitchenette
Microwave Oven
Hot water geyser
Large Bed
Wardrobe
Dinner Set
Frying pans / Utensils
Safety Lockers
Direct Dialing
Services
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24 hours professional Security guards
24 Hour reception staff
Major credit cards accepted
Doctors / Ambulance on emergency
Travel desk
Air Ticketing
Forex Exchange
Laundry services
Valet parking
Power back-up
Ambience Parking area
Airport Transfers
Bed tea
Housekeeping services
54
Work Done by Me on ORION SERVICED APARTMENTS:-
Searched for some tag lines for the apartment and made some
jingles for the same.
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LITERATURE REVIEW:-
Figure out your message and stick to it. Every advertisement, no matter what kind
it is, has a basic core message. This might be about a sale, about your building or
company name, or it might be something more precise like you have a good
customer service.
When you are creating advertising design for the newspaper, magazine or direct
mail, what do you think might be one of the most important considerations? If
you answered readability,
LITERATURE REVIEWcongratulate yourself.
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Other Work Done by Me:
Made a list of brands focusing on kids and downloaded the TVCs of these
brands.
Found out the case studies for the brands focusing on kids.
Searched for some tag line ideas for Orion Serviced Apartments.
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LEARNING:-
Process of making a new creative, from taking the brief from the client
to delivering the required output to the client.
The art of presenting the client with a new strategy and campaign.
The technicalities of giving the final artwork of the creative to the client.
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ANNEXURES:-
61
Practices carried out in the store?
Do you remember any other banks advertising during IPL? If yes than what
do you remember?
Any particular message you remember of YES BANK during IPL 2013?
What are the various thoughts that come to your mind about YES BANK?
62
BIBLIOGRAPHY:-
Philip Kotler
http://www.yesbank.in/
www.abjewels.com
http://www.wikipedia.org/
www.orionservicedapartments.com
www.tritoncom.com
http://www.google.co.in
http://www.bing.com/
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