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

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

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COMPANY PROFILE:-

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

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

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

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

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

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

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

Mobile Media (Local Search):-

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

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GOA TEAM OF HELLO PUBLICATION
Product Head (Nilesh Headfadkar)

Marketing Heads(Donald Fernandez,Tinky George)

Research Coordinator (Christopher D‟cunha)

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

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

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

Administration (Aji joseph, Prisca teles, MacrinaD‟mello)

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

Printed & Published (Jerry Methew) Fig. No.01:- Goa team of Hello Publication
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in 6 . Hadapsar. Pundalik Nagar.OUR SERVICES:- Call centers Helpline 2412121 Yellow Pages Travel Talk What‟s on Hello City Goa Food & Night Life Guide Hello Goa Maps Hello Blitz Contact Us:Head Office: GOA The Hello Group HJS 59/60.GOA. Mega Centre. Porvorim .in Branch Office: PUNE The Hello Group C 118/119.2416293 Fax: 0832 2415982 Email: hello@hellogroup. PUNE.co.32530234 Email: pune@hellogroup. 403 521 Tel: 0832 .co. 411 028 Tel: 020 .

Mandrem. like Ingo's Saturday Nite Bazaar. shack and shop right from the northern coastal belt of Arambol. entertainment fortnightly in Goa. Candolim to the Southern coastal belt viz … Bogmalo. their Lobbies. Arossim. restaurant. Our esteemed advertisers serve as a silent yet a very strong form of exposure to other advertisers. Benaulim. Morjim to Vagator. and as is the market practice a certain amount of Copies are given to each advertiser. at the airport.  Circulation blanket of total 10000 copies across North and South Goa.  Through our distribution team that gets the magazine to every hotel.Utorda. That include:  Our established distribution kiosks at all the markets in Goa. Majorda. Cavelossim. Colva. Highlights:  It provides basic yet essential information on Goa for the fortnight like daily activities eating out and entertainment on a unique day to day basis. The distribution is done through various channels.  A formidable marketing tool for tapping the incoming tourist market. and the Anjuna Flea Market. all their facilitation and information counters. right down to Palolem and Patnem. It is Goa's only fortnightly magazine that's available. Goa Tourism via the channels as mentioned above. Calangute. This would mean that a copy of What‟s On would be kept in every room of all the GTDC residencies.  Through our Tourism Promotion Partner. railway stations and would be a part of their promotional material at National and International Trade fairs. We have a total of 12 issues that we publish per year. Anjuna. what‟s on is a Tourism Promotion Partner with GOA TOURISM. Baga. Crossing another milestone and putting a feather in our caps. Varca. 7 .What‟s on?:What‟s on undoubtedly is Goa‟s number 1.

jewellary shops. entertainments. environmental issues. All the builders. The circulation of the magazine is 40000. Mapusa and Porvorim) The distribution channel: Panjim – 10000. Hello City:Hello City magazines are Hello group‟s publications that is mainly eyeing on the local crowd. interior designers. We have two different editions of Hello City magazines: Hello Panjim (covering Panjim. 8 . news from business sector. public issues and public opinions etc. It is mainly like wedding special. Porvorim – 4000 & Mapusa – 6000) Total 20000 copies. furniture and furnishing dealers across Goa is advertising in this special issue. From the readers view it helps them in a specific matter like the wedding special will give solutions for various queries that can come across in an occasion like wedding. Hello Blitz magazine always keep the variety in its theme. This magazine basically covers socio economic issues. Hence it would be the right platform to promote your products in Goa to the customers.Hello Blitz:The Hello Blitz is the supplement magazine distributed free with Hello Panjim and Hello Margao to all the major cities in Goa. interior design special. developments in tourism sector. movie reviews.

Varca. Bogmalo.. through which you can tap the foreign tourist market. activities. Airport and Railway Counters. Mandrem. adventure tourism. shopping. The distribution is done through various channels. Dec-Jan. Anjuna. That include:  Through our distribution kiosks at all the markets in Goa (Ingo‟s Saturday Nite Bazaar and the Anjuna Flea Market).  Through our distribution team right from the northern coastal belt of Arambol. the best eating joints. places to stay.Travel Talk:Travel Talk is Goa‟s exclusive & largest circulated travel magazine and Goa‟s exclusive Tourism Promotion Partner with GTDC. We have totally four issues per year basically (Oct-Nov. Calangute. Candolim to the Southern coastal belt viz. Arossim. Morjim to Vagator. It provides basic information on Goa. The only advertisement channel. maps etc. Benaulim.  Through all major Hotels and Restaurants. 9 . Majorda. be it charter tourist or the individual traveler. Baga. The standard reading for the “who‟s who” in Goa‟s travel industry and tourist coming down to Goa. happening places. The circulation blanket is 18000 copies per issue. utorda.  Through the GTDC Residencies. Colva. Feb-Mar and Apr-Sept). Cavelossim to Palolem and Patnem.

tourism and govt.  Personalized information.  At any time of the day or night. 10 . trade. precise and readily useful.  "Customer is the King" if it‟s true when the King is looking out for any information about you or your service.  Potential customers who are looking for a firm but do not know any information to get through we "Hello 2412121" provides that for you. Hello 2412121 has got (1 x 8) telephonic lines (hunter connection) which enable the operators to attend 8 different inquiries at any given time and the information asked is provided in the same call.Hello 2412121:We provide information related to commerce.  Information that is up to date. instantly. Benefits to the subscribers:  The subscriber can reach out to potential customers. industry. we provide that.  "Hello 2412121" provides leads/prospects for business.  Without any hassles or trouble. any tourist. Presently we get an average of 5000 calls per day. Benefits to the end users:  Free access to information. resident or businessmen can just dial 2412121 and get any sort of information that they need wants absolutely free.

We do helpline service in Goa hello 2412121. Casinos and Discotheques. This will help you out in your eat outs and overnight stays or even for a night with full of enjoyment through the casinos and discotheques of Goa. and it‟s already completed a decade of service in this sector. Lounge Bars. 11 . We provide all type of call center requirements. The main example for our experience and ability is our customers only. We have a group of staffs who are eligible and able to work for you.Call Centers:Call Centers: Call Centers| Hello 2412121 As organizations around the world strive to improve the quality of their processes. This shows our capability and experience to setup call centers of any size. Here comes our service for you to improve your business process outsourcing. We are one of the main BPO's across the country. Shacks. Business Process Outsourcing (BPO) has become the new imperative. Some of our main customers:     Reliance Infocomm BSNL Tata Telecom Hindustan Coca Cola Goa Food & Night Life Guide „Goa Food & Nightlife Guide‟ is a complete guide of Restaurants. Eateries.

12 .  The secondary demographic for these guides are our advertisers and tourism professionals. Travel Talk. this will help you to choose your taste for the time.  The magazines will be sold on an all Indian level. What‟s on and Goa Yellow Pages to gain guaranteed access to this influential industry. out for a dine or a visit to the discotheques or when you want to try your luck in the casinos. Resorts. Team up with a leading publication that has the distinction of being a Tourism Promotion Partner with Goa Tourism through 3 of their publications. the decision makers within the industry.  5000 complimentary copies to all advertisers. Highlights: It provides essential information on Fine Dining. Restaurants across India.    A formidable marketing tool for tapping the incoming tourist market. Casinos and Discotheques etc. Reach over 20 thousand people on an all India level. This contains different eat outs and their specialties.The Goa Food & Nightlife Guide‟s first edition will come out in 2008. travel agents. 15000 copies will be sold through these retail outlets. Restaurants. We have tie ups with national book retail outlets. hence your advertisement will be reaching the business owners and managers. This will be published yearly. Besides all the above things this will guide you through different tastes of Goa. The main aim of this is to keep you comfortable in your happy times.

13 .OBJECTIVES: To conduct the market survey for print media particularly for yellow pages.  To study the allotted annual budget for promotions.  To understand the consumer preferences for advertisement of their business.  To determine share of competitors in print media.

about transport pass which plays an important role for delivery of brand. Which will give the company the knowledge about the market share? The graphical representation will show the availability. positioning. The observation and findings had show the status and positioning of the company in the market. 14 .1. On the basis of overall study few suggestions should be taken into consideration from our study of two months. market share of brands and segments. With the help of this project we were able to know about ADVERTISING‟s.e. SCOPE:The project is based “TO STUDY THE PERCEPTION OF CUSTOMERS ABOUTYELLOW PAGES AS AN ADVERTISEMENT TOOL” for Pune yellow pages” according to new trend of market for yellow pages in Pune. prices. sales. The project was helpful for the company also on many of the sides. packaging. advertisement and mind share of brand in the consumers. schemes rolled out in the market. promotional activities performed in the market. distribution channel and grabbing the market share. As everything is conducted on the basis of survey at Sinhgad Road (Pune) conclusion will give the total blue print of brand sales. segmentation of the brands with of sale advertisement in Pune and overall growth of brands & growth of companies in the market.3.directory market i. margins obtained by the retailers and distributors. role of executives. product differentiation. distribution channel.

SIGNIFICANCE OF THE STUDY:       Since this study is conducted at small part of Pune city. In such a situation customer wants more benefit at less price.2 . There are so many competitors in the market. Suggestion will also help for organization knowing the need of customers. So company has to face problem like market awareness & competitors‟ strategy.REVIEW OF LITERATURE:- STATEMENT OF THE PROBLEM: This study has been under taken on a detail study of market awareness about Yellow Pages companies. The Pune Yellow Pages Company is first time launching in Pune City. 15 . so the suggestion & finding of project is helpful for management of organization. This study help to understand how much market captured by which company. It will also help to remove the weakness of the organization. This study will also help to find out the potential customers in Pune city. etc. In India. YP directory is rapidly speeded in developed market. This study will helpful for organization to take decision regarding in promoting the business.

even the quality of advertisement has improved considerably over the past couple of year. Yellow pages. Advertising. Not only has the quantity increased. a component of the economic system. which has become a marketing force helping mass selling and distribution .” 16 . Definition of advertising:- The American marketing association defined advertising as “Any. an art form an instrument of business management.Theoretical back ground: Advertising is multidimensal.it has been claimed that much claimed that much advertising is false. magazine and newspaper are full of advertisements. deceptive and misleading. a social institution. and that it conceals information which should be revealed and omits the limitation and comparative disadvantage of the item advertised.it is form of mass communication. a means of financing the mass media. A field of employment and a profession. Today we are exposed to a large number of commercial messages than at any time in the past. a powerful marketing tool. paid form of non personal presentation of ideas. goods and services by identified sponsors.

such directories were originally printed on yellow paper. The term Yellow Pages refers to a telephone directory of businesses. Donnelley created the first official yellow pages directory. yellow pages mainly give the information about the local area. inventing an industry. Today. Belgium. more than Rs. 17 . as opposed to white pages for non-commercial listings. it refers to the category. while in some other countries it is a registered name and therefore a proper noun. In India. Wyoming working on a regular telephone directory ran out of white paper and used yellow paper instead. In the United States. As the name suggests. The name and concept of "Yellow Pages" came about in 1883.Advertising in print media:- Advertising in the print media is the oldest and largest in terms advertising in billing. the expression Yellow Pages is used globally.000 crores was spent on yellow pages. and Israel the 'Yellow Pages' are known as the Golden Pages Yellow Pages:There are of several types: monthly and yearly etc. In 1886 Reuben H. in both English-speaking and non-English speaking countries. Advertisers spend more money on yellow pages newspapers and magazines than any other medium. News paper and magazine advertising in 2001. categorized according to the product or service provided. 2. when a printer in Cheyenne. In the Republic of Ireland. The traditional term Yellow Pages is now also applied to online directories of businesses.

It will be the yellow pages for all.“To be No. and distributed for free to all residences and businesses within a given coverage area. Advertising rates typically increase every year regardless of distribution or usage fluctuation ABOUT YELLOW PAGES:PUNE YELLOW PAGES focuses on all the segments of business. B2C & C2C to get the maximum coverage.. Greater Chicago). VISION: .1 in customer‟s mind” MISSION: .Yellow Pages (YP) are a print directory which provides an alphabetical listing of businesses within a specific geographical area (e.e. Advertising may be sold by a direct sales force or by approved agencies (CMR's). from reputed organizations to small households i.g.. Yellow Pages directories are usually published annually. We have partnered with most of the leading banks of India to ensure that we are able to collect money from the customer with the least loss and in the quickest possible time. Some YP publishers focus on a particular demographic (e.“To deliver the best to the customer” 18 . Plumbers). Christian Yellow Pages or Business Pages).e. ALL FOR 1 & 1 FOR ALL. a management team that is innovative and wants to grow fast and widely recognized brand on the ground across India. which are segregated under headings for similar types of businesses (e. but due to the highly profitable nature of the business there are numerous independent directory publishers. The majority of listings are plain and in small black text. Traditionally these directories have been published by the local phone company. i. Available advertising space varies among publishers and ranges from bold names up to four color twin page ads ("double trucks").. The YP publishers generate profit by selling advertising space or listings under each heading.g. B2B.. PUNE YELLOW PAGES‟ has the industry's best infrastructure.g.

Market Research and Sales Forecasting:According to the market research of our company. which results in his extraordinary growth. PundalikNagar. Fax.Commitments:To Customers.com HJS 59/60.TEL. +91. so we have come with this new concept of a yellow pages which has all the sections (B2B.832. Pune-28 Tel:020-30421380. Mega Centre.2415982.We provide opportunity for the growth.. So.832. Ltd. Company Information:- PUNE YELLOW PAGES Pvt. if any customer books his presence in our yellow pages. 19 .26890877.We provide them opportunity to learn.2416293. To Shareholders.020-30421379 E-mail:puneyellowpages@gmail. we find that customer wants all thing in one roof. K-105. Hadapsar. which ultimately result in growth of our business.Fax.Porvorim-Goa 403521. To Employees. grow.91. he get maximum coverage. B2C & C2C). It results in building the customer‟s trust in our yellow pages.We deliver best product & services by connecting them to all.

sms etc. We give our customer value for money by quality print paper.in) also tie with google. so there is a gap of C2C. & sms (5 1234) to our customers. Forbes. We give our customers the maximum exposure like presence in print media. Trade India etc. and 10 in Administrative positions 20 . Strategic Relationship:We have our good relationship our partners like google. 22 in Sales and Marketing. excellent call centre (all India no. Citizen. call centre. website. 6 in Professional Services. yahoo & msn to have maximum benefits. Acceptability:According to the survey and market experience I think that this product will be accept by the market.: 02030421379/80 Employees:As of JUNE 31.co. We in our yellow pages fill this gap by giving them the space. msn(in website). Get It.If our customer have any problem than we have also Tel. Cambridge university press(in printing). This included 2 Employees in Research and Development. website (www. Built India as well as Just Dial. Our all the competitors are focus only on B2B & B2C.hellogroup.-2412121). 2009 we employed 40 full-time employees.Competitors:Our competitors are all the yellow pages companies like Infomedia. yahoo.

No. F Area Sales Manager Territory Manager Executives Fig.Management:- CEO CEO NATIONAL SALES MANAGER HUMAN RESORCE DEP.02: management of Hello Publication 21 .

but also discounted as well as Different types of Taxes which are levied. Price:Pricing decisions includes profit margins and the probable pricing response of competitors as well as the Price which can be up to the expectation of clients. There are different prices set for the customers belonging to the different categories. The services which are offered complimentary to its clients with the yellow page directory are as follows:     Tring-Tring (Call Centre 2412121) Web site (www.Four P‟s Of “PUNE YELLOW PAGES” Product:PUNE YELLOW PAGES Pvt. B2B. As per the interest.in) SMS service (my “search”@2412121) CD‟s (on demand) We also provide SMS-shoot.e.hellogroup. the prices are moulded accordingly. B2C & C2C. It is useful for all types of clients i.co. Pricing includes not only the list price. based advertising for its clients.e. i. For example: The prices which are imposed on the B2C category is higher then the prices imposed on B2B & C2C category. basically provides the yellow pages Directory to its clients who can be referred for getting information or advertising and creating brand awareness among the clients. size of Ad and paying capability of the clients. Ltd. 22 ..

Promotion:Promotion of PUNE YELLOW PAGES is done by branding team of company which can design the pamphlet/signboard/gate board. The distribution is totally free of cost no charges are taken from receiver only stamp and signature is taken from the receiver on a POD i.Place:- PUNE YELLOW PAGES of Pune division is circulated in Pune‟s Industrial Estates. CBD‟s. Commercial complexes.e. and M G Road etc. choose effective place for promotion. Proof Of Delivery slip. Promotional tools used by PUNE YELLOW PAGES are as follows:       Sponsoring Events Hoardings Diaries Calendars Key Chains Phone Calls 23 . Business/corporate Houses. Key Residential Areas like MIDC (Bhosari). etc decision taken by this team. As well as the directory and Yellow page CD copy is circulated on demand also.

MARKETING STRATEGIES:     To increase market share of PUNE YELLOW PAGES. To give better services to the customers at the economy rate. Focus on team work. Hiring Talented people. 24 . To spread the awareness of the product. Building brand image through using various branding techniques. To be the leading yellow pages for acceptance and receipt of Payments. To achieve PUNE YELLOW PAGES vision. various strategies are adopted:    Market survey.

No 1 2 3 4 Name of yellow pages players Infomedia Just dial My Yellow Others No of subscriber 88382758 63340024 42673357 40016153 % 42% 25% 25% 8% Market Share of yellow pages players Others 17% My Yellow 18% Infomedia 38% Just dial 27% Graph 01: Market Share of Yellow Pages Players 25 . Ltd. so in this short time my company captures 25% market shares. As I launched totally new concept of including C2C also. Table 01: Market Share of Yellow Pages Sr.Market Share of PUNE YELLOW PAGES Pvt.

Traditional newspapers: 44%. Print yellow pages: 65%. “MARKETING & ADVERTISING PRACTICE IN YELLOW PAGES” Topic Justification:Print media are the medium that is most accessible to the widest range of advertisers.From the survey report. Of this group. though viewed as not as comprehensive: 67% would prefer using an Internet yellow pages resource than the big yellow print book. suggesting that Internet yellow pages may have a decided weakness – lack of content. Only 27% felt the online version was more comprehensive than the print book. (Percentages are greater than 100 because respondents were permitted to select more than one answer.) According to the survey.even you and I when we want to sell that old bike or snowboard or want to rent our house can use print media advertising. 26 . Here‟s how the responses broke down in terms of professed usage: Search engines: 74%. Print media covers the vast range of geographical location and it is non personal presentation and it affects mass people thought the country and it is cheapest media to communicate target audience. Internet yellow pages: 50%. Consumer review websites: 18 %. Print white pages: 33%. 84% say the Internet yellow pages is a much faster way of finding local businesses than the print version. we have find that:- Search engines were rated the number one resource for finding local business information. Television: 29%. Internet yellow pages were generally preferred to traditional yellow pages. Advertisers big and small.

internet and radio but print media is preferred most of the people. Importance of Advertising in print media in present scenario These are the following Geographical Selectivity: Yellow pages are mainly published in cities because for publishing yellow pages they need a lot of peoples detailed and advertising. 27 .I choose this topic because it is my keen interest and it gives better opportunity to know more about print media and to understand how it works so fast.V. Yellow pages are typically used by merchant by doing business in the local area. Cost: In terms of production and space. Creative Opportunity: Yellow pages offers a large and relatively inexpensive format. advertisers can provide a lot of Information to the target audience at relatively low cost. how it is circulated in vast geographical area. Yellow page offers a low-cost alternative to advertisers.. The cost per contact may be higher than with television and radio options. but the absolute cost for placing black and white ads is still within reach of even a small advertising budget. In present scenario the print media is survive in the presence of other media like T.

2412121 and since. The growth of Hello is ment as the growth of the members of this organization. It is an organization which is very closely run. But for goans it means much more. that‟s in the year 1998 October 2nd. Whatever Hello is today it is because of the kind of people that the organization has and probably the secure feeling that is made by the organization on its members. it has grown in stature with its other Call Center Operations and Publications as well. 28 . From there the journey of „The Hello Group‟ started. Managing Director and Chief Editor of „The Hello Group‟ on completing his MBA from Goa Institute of Management (GIM). „Hello‟ has become synonymous to Goa and Goans with its only Commercial Helpline. with some of his friends thought of starting an organization. On saying „Hello‟ one thinks of a courteous greeting. On the Origin of „The Hello Group‟: Jerry Mathew.“Pune Yellow Pages” (Brief History about the company) „The Hello Group‟ has completed a decade in the service and publication industry. On the success and growth of „The Hello Group‟ Hello is basically successful because of the kind of people that are in this organization. like a family.

tourism based magazines. Some of our expertise areas: Brochures Menu Cards Invitation Cards Tent Cards 29 .We do in house printing also. so we can assure you the best of the market with competing price.USP of‟ the Hello Group‟: "Work Together For the Best" Today even with a strength of 250+ people. Printing & Design:Hello group is a well known name in the field of printing and design in Goa. We do publish yellow pages Goa & Pune. Event Flyers and many more. Invitation cards. Newsletters. Goa maps etc. We have the best of the artwork guys in the market. We have a separate division of DTP guys who does Artworks & Design. city talk magazines. Logos. Menu cards. We are one of the leading media houses of Goa. We have an expertise of almost a decade in the field of printing and design. If your requirement is anything with creativity then you can surely approach us. we are still a close knit unit. We do print Brochures. Tent cards. We have done printing and design works that are been used abroad.

In another words we can define. making deductions and reaching conclusions. It is a voyage of discovery which possesses the vital instinct of inquisitiveness. OBJECTIVE OF RESEARCH:My basic aim was to know the marketing and advertising the perception of customers in print media  To study about the corporate clients what benefits they get after registering in the yellow pages  To study the demand of yellow pages in respect of corporate clients and local clients  To understand attracting features of placing adds in yellow pages DEFINITIONS OF RESEARCH:“RESEARCH comprises defining and redefining problems. Research is also an academic activity and as such the term should be used in a technical sense. comparison.RESEARCH METHODOLOGY MEANING OF RESEARCH:Research means search for knowledge in a scientific and systematic manner. observation. “A systematic effort to gain new knowledge” 30 . and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis”. Research is thus an original contribution to the existing stock of knowledge making for its advancements. It is investigation of significant information on a specific subject. formulating hypothesis or suggested solutions. It is actually a voyage of discovery. It means movement from unknown to known. collecting organizing and evaluating data. and experiment. It is the pursuit of truth with the help of study. In short the search for knowledge through objective and systematic method of finding solution to a problem is Research.

03: Research Process 31 . Problem discovery 2. List review and hypothesis 3. Research report preparation Research design And sampling Data collection List review and hypothesis Data analysis and interpretation Problem discovery Research report Preparation Fig.RESEARCH PROCESS:Research process consist of following stages 1. Research design and sampling 4. Data collection 5. Data analysis and interpretation 6.

or to provide insights on how to do more conclusive research. It is the overall operational pattern or framework of the project that stipulates what information is to be collected from which source by which procedures”. Exploratory research:This is generally used to clarify thoughts and opinions about the research problem or the respondent population. All the parameters influencing use of promotion strategy like print media was found out. It can cover many variables of interest and is not affected by the movement of elements in the sample. 32 . Competitors‟ customers 2. Broadly there are three types of research designs:1. The output from this research phase would be used for the Causal research phase.RESEARCH DESIGNS:“A research design is the specification of methods and procedures for acquiring the information needed. New customers 2. Questions were put forth to find out parameters influencing types of customers: 1. Descriptive research:The descriptive research takes the form of a sample of respondents who are studied over a period of time from few months to few years. This phase of the research involves rating of the parameters obtained from the exploratory phase to arrive at the relative importance of each parameter.

3. by employing controls and conditions under which we can state with reasonable confidence whether or not Y is affected by X. he must make a minute scrutiny to segregate the suitable and the unsuitable data in context of the problem. and thus happen to be original in character. if print quality is the most important parameter for a purchase. The researcher must be very careful while using the secondary data.g. The primary data is collected during the course of experiment in an experimental research. which are collected afresh and for the first time. Here an analysis would be made between the most important parameters that influence promoting business in print media to the state of those parameters in Pune yellow pages e. We can obtain the primary data either through observation or through direct communication with respondents in one form or another or through personal interview. which the researcher wants to study. 33 . DATA COLLECTION PRIMARY DATA:Primary data are those data. Causal research:A causal design seeks to establish causation as far as possible. are those which have already been collected by someone else and which have already been passed through the statistical process. The secondary data may be published or unpublished. The different methods of collecting data in the primary method are:  Observation method  Personal interview  Telephonic interview SECONDARY DATA:The secondary data on the other hand. in the causal research phase the causes for Pune yellow pages market erosion would be found out. the state of the print quality would be analysed and gaps would be found In other words.

The sample will tend to posses almost the same characteristics as that of larger.The different methods for collecting the secondary data are:    Company (Pune Yellow Pages) Competitors Internet METHODS USED FOR DATA COLLECTION: PRIMARY DATA: The information has been collected by personal interview method by filling questionnaire. but the predefined set of potential respondents in a geographical area. SAMPLING DESIGN:Sampling is a process in which small numbers of item are picked from a large number of items. SECONDARY DATA: As a secondary data I used some information given by my sales manager and I used some data from internet. 34 . I took the help of some marketing books also. POPULATION:Population is not the entire population of a given geographical area. SAMPLING SIZE:My sample size was 200 respondents from MIDC ( Bhosari ) of Pune region.

the type of sampling used was Area Sampling.SAMPLING METHOD USED:AREA SAMPLING:When the clusters are subdivided on geographical basis it is termed as area sampling. 35 . Manufacturing Industries. As most of the Corporate. IT Companies and hotels of Pune had to be covered.

Do you know space selling?  Yes  No Table 02: Response about space selling RESPONSE NO.DATA ANALYSIS AND DATA INTERPRETATION 01. YES NO TOTAL 97 63 160 YES 39% NO 61% Graph 02: Response about space selling Interpretation: From the research it was found that 61% people accept it and 39% was not able to comment on this. 36 .

80% respondent said yes & only 20% respondent were not aware of it. 37 .02. 160 40 200 20% YES NO 80% Graph 03: Awareness about Yellow Pages INTERPRETATION: Most of the respondents are aware about the yellow pages. Are you aware about the yellow pages? Table 03: Awareness about Yellow Pages RESPONSE YES NO TOTAL NO. From the above chart we can clearly make out that out of 100%.

Market Share of Pune yellow pages was 10% 38 .03. Last year. Table 04: Market Share of various Yellow Pages NAME OF YELLOW PAGES Maharashtra industrial directory Pune yellow pages Just dial NUMBER OF FIRMS 75 20 65 Info media 15 Indiacom 25 Total 200 (Some firms are using more than one brand of yellow pages) Market Share Info media 8% Indiacom 13% Maharashtra industrial directory 37% Just dial 32% Pune yellow pages 10% Graph 04: Market Share of various Yellow Pages INTERPRETATION: The market share of Maharashtra industrial directory has been found more like 45% and the market share of Infomedia has been found very low like 7% . you are given in which Yellow pages.

How frequently you refer Pune yellow pages? Table 05: Frequency of using Yellow Pages Option Only when checking the info In my free time most frequently Total Response 75 53 32 160 80 70 60 50 40 30 20 10 0 Only when checking the info In my free time most frequently Graph 05: Frequency of using Yellow Pages Interpretation: Most of the customers refer Pune yellow pages when they require any information. 39 .04.

Do you require promotional strategies for your product or services?  Yes  No Table 06: Requirement of promotional strategies EFFECTIVENESS Yes No Total NO 144 16 160 NO 10% YES 90% Graph 06: Requirement of promotional strategies INTERPRETATION: From the above chart we can clearly make out that out of 160 respondents 144 respondent said Yes & only 16 respondent were using Yellow pages but not aware of it. 40 .05.

About 74% people preferred. what do you prefer? (A) Print media (c) Personal selling (B) Magazine (D) Other Table 07: Choice of Media Helpful Level Print media Magazine Very Little Personal selling Other Total No 107 20 09 08 144 Other 6% Personal selling 6% Magazine 14% Choice of Media Print media 74% Graph 07: Choice of Media Interpretation:Most of the people preferred print media as an advertisement tool. 41 .06. If yes.

If yes. Why you prefer print media as a promotional as a promotional tool? Table 08: Reason behind preference print media Response cost effectiveness convenient Covers maximum people.07. Total No. 34% cost effectiveness 47% convenient 19% Graph 08: Reason behind preference print media Interpretation   About 47% people preferred print media due to its cost effectiveness. 34% people preferred due to its reach to maximum people. Of Respondent 50 21 36 107 Reason for choosing Print media Covers maximum people. 42 .

08. No Table 09: Response about advertisement given RESPONSE YES NO TOTAL NO. Yes b. Have you ever given any advertisement on print media pages? a. 87 20 107 NO 19% YES 81% Graph 09: Response about advertisement given Interpretation: As per the chart it shows that most of the people give the ad of their company through print media 43 .

A very few of them uses bimonthly (9%). FREQUENCY OF RETAINING ADVERTISEMENT. It is observed that average 27% of them uses monthly frequency of budget.) 27% MONTHLY 57% 7% 9% BIMONTHLY SEMIANNUALLY ANNUALLY Graph 10: Frequency of using media for Advertisement Interpretation: Most of the firm uses annually frequency of business promotion.09. Table 10: Frequency of using media for Advertisement FREQUENCY MONTHLY BI MONTHLY SEMIANNUALLY ANNUALLY TOTAL NUMBER OF FIRMS 60 20 17 103 200 (Some firms are using more than one frequency level. Would you like to promote your business through Pune yellow pages? 44 . 10.

65% respondent said yes & only 35% respondent were not aware of it 45 . Yes  No Table 11: Opinion about promoting business through Pune yellow pages RESPONSE YES NO TOTAL NO. 70 37 107 35% YES NO 65% Graph 11: Opinion about promoting business through Pune yellow pages Interpretation: From the above chart we can clearly make out that out of 100%.

Why? 1.13% 43.62 New launch in market Graph 12: Reason behind Ignorance of Pune Yellow Pages Interpretation: From the above chart we can clearly make out that out of 100%.11. what is the reason you do not like to promote your business in Pune Yellow Pages.62% respondent not like to promote because of popularity and 43.13% respondent not promote due to new launch in market. 46 . Popularity 3. Price 2.24% because of price where as 35. If no.24% Price Popularity 21. 21.Due to new launch in market Table 12: Reason behind Ignorance of Pune Yellow Pages RESPONSE Price Popularity New launch in market Total NO. 16 8 13 37 Reasons behind ignorance 35.

o Market share of Maharashtra industrial directory has been found maximum that is 45% while Market Share of Pune yellow pages was 10%. o 65% people are ready so company should treat them as a good prospect & do the proper follow up. o 65% of respondent were ready to promote their business with yellow pages & only 35% respondent were not ready for it. o Most of people refer Pune yellow pages when they require any information while some people refer when they are free. o About 61% people were aware about space selling and 39% was not able to comment on this.13% respondent not promote due to new launch in market. o About 74% people prefer print media as a promotional tool o About 47% people preferred print media due to its cost effectiveness while 34% people preferred due to its reach to maximum people. o Most of the firm uses annually frequency of business promotion.FINDINGS:o About 80% of respondent found aware while 20% respondent were not aware of yellow pages. o About 81% people add of their organization through print media. o 21.62% respondent not likes to promote because of low popularity and 43.24% because of price where as 35. A very few firms uses bimonthly (9%). 47 . It is observed that average 27% of them uses monthly frequency of budget.

For this publication they are creating awareness in the May to August.SECONDARY DATA FINDINGS:o The Pune Yellow Pages is having publication cycle as December to November. o Yellow pages is very much aware to customers and they are ready to give adds of the product to the company o Yellow pages of hello publication have a good market position in Goa region o B/w adds are more preferred by the clients due to its lower rates o 60% local clients & 40% local corporate clients use B/w and yellow pages 48 . o Most of the firm are providing with dual benefit in single promotion as on directory and on the company website. Pune yellow pages also need to come up with their website.

CONCLUSION:o In this part. are preferred to more than the colours ones. the majority of local clients prefer both JUST DIAL and TATA INFOMEDIA . The suggestions were given according to our study of the market. o Promoting business is one of the basic needs required for industries in the growing Indian economy. This part concludes the project report. 60% local clients & 40% local corporate clients use B & W and Yellow ads. the observation & finding explains the market share. o After doing the research I come the conclusion that as far the choice for placing ads Is concerned. advertisement & mind share. To fulfil these requirements yellow pages as a print media is providing contact details of clients through the directory to the consumer. o B &W and Yellow ads.Same is the corporate clients. 49 .

o Time limit is very short for my research o Communication and language problem o Peoples are not responding properly o Narrow concept about print media o Hard to find out clients for research work 50 .LIMITATION:These are the following limitation which I face during project work.

about its brand image in Goa. Hello Group yellow pages also need to come up with their website. o Convince the prospect customers. o To recruit more employee to capture the whole market. it should make maximum number of customers aware about it. 51 .SUGGESTION:o To do more advertisement to make aware the customers about Hello group. o Most of the firms are providing with dual benefit in single promotion as on directory and on the company website. o Hello Group launching first time in Pune. about its brand loyalty in Goa.

most frequently C. No 02. Yes 06. Pune yellow pages D. Indiacom 04. Are you aware about the yellow pages? A. Yes B. Info media c. Do you require promotional strategies for your product or services? A. Do you know space selling? A. A. Only when checking the info B.ANNEXURE 01. No 52 . In my free time 05. Yes B. Just dial E. Last year. Maharashtra industrial directory B. you are given in which Yellow pages. If yes. How frequently you refer Pune yellow pages? A. what do you prefer? (A) Print media (c) Personal selling (B) Magazine (D) Other B. No 03.

If no. convenient c. Bimonthly D.07. Popularity 3. If yes. cost effectiveness B. Yes B. covers maximum people. No 09. 08. Price 2. Semi-annually B. Why you prefer print media as a promotional as a promotional tool? A. Why? 1. Have you ever given any advertisement print media pages? A.Due to new launch in market 53 . What is the frequency of retaining advertisement? A. Would you like to promote your business in Pune yellow pages?   Yes No 11. what is the reason you do not like to promote your business in Pune Yellow pages. Annually 10. Monthly C.

RESPONDENT‟S INFORMATION: A) Respondent‟s Name: _______________________________________________ B) Sex: _____________________________ C. Age______________________________ D.)Occupation: __________________________________ E) Adress:___________________________________________________________ Date: _________ (Signature) 54 .

 “Marketing research” by Naresh Malhotra WEB LINKS:Web Site       www.in www.com 55 .BIBLIOGRAPHY REFERENCE BOOKS:-  “Marketing Management” by Philip Kotler 12th edition.in www.infomedia.helloyellowpages.traveltalk.whatsongoa.com www.co.justdial.hellogroup.com www.com www.

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