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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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411 028 Tel: 020 .2416293 Fax: 0832 2415982 Email: hello@hellogroup.in Branch Office: PUNE The Hello Group C 118/119. PUNE.in 6 . Hadapsar.GOA.co.32530234 Email: pune@hellogroup.co. Pundalik Nagar. Mega Centre.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. 403 521 Tel: 0832 . Porvorim .

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

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. interior designers. Hello City:Hello City magazines are Hello group‟s publications that is mainly eyeing on the local crowd. All the builders. news from business sector. environmental issues. developments in tourism sector. movie reviews. entertainments. 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. jewellary shops. It is mainly like wedding special. Mapusa and Porvorim) The distribution channel: Panjim – 10000. public issues and public opinions etc. 8 . Hello Blitz magazine always keep the variety in its theme. The circulation of the magazine is 40000. interior design special. This magazine basically covers socio economic issues. furniture and furnishing dealers across Goa is advertising in this special issue. We have two different editions of Hello City magazines: Hello Panjim (covering Panjim. Porvorim – 4000 & Mapusa – 6000) Total 20000 copies.

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

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

Here comes our service for you to improve your business process outsourcing. Lounge Bars. We have a group of staffs who are eligible and able to work for you. 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. We provide all type of call center requirements. Business Process Outsourcing (BPO) has become the new imperative. 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. Casinos and Discotheques. We do helpline service in Goa hello 2412121. 11 .Call Centers:Call Centers: Call Centers| Hello 2412121 As organizations around the world strive to improve the quality of their processes. Shacks. The main example for our experience and ability is our customers only. We are one of the main BPO's across the country. This shows our capability and experience to setup call centers of any size. Eateries.

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

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

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

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

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

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

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

+91. It results in building the customer‟s trust in our yellow pages. PundalikNagar.Fax.Commitments:To Customers. Ltd. K-105. so we have come with this new concept of a yellow pages which has all the sections (B2B. Mega Centre. grow. B2C & C2C). Pune-28 Tel:020-30421380. To Employees.We provide them opportunity to learn. Fax. To Shareholders.832.91.We deliver best product & services by connecting them to all. Company Information:- PUNE YELLOW PAGES Pvt.Porvorim-Goa 403521.26890877.. Hadapsar. So. which results in his extraordinary growth. if any customer books his presence in our yellow pages.2416293.TEL. 19 . we find that customer wants all thing in one roof.com HJS 59/60.020-30421379 E-mail:puneyellowpages@gmail. he get maximum coverage. which ultimately result in growth of our business. Market Research and Sales Forecasting:According to the market research of our company.We provide opportunity for the growth.832.2415982.

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

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

i.e. 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.e.. B2C & C2C. based advertising for its clients.Four P‟s Of “PUNE YELLOW PAGES” Product:PUNE YELLOW PAGES Pvt. For example: The prices which are imposed on the B2C category is higher then the prices imposed on B2B & C2C category. It is useful for all types of clients i. 22 . There are different prices set for the customers belonging to the different categories. 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.co.hellogroup. B2B.in) SMS service (my “search”@2412121) CD‟s (on demand) We also provide SMS-shoot. the prices are moulded accordingly. As per the interest. 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. Ltd. but also discounted as well as Different types of Taxes which are levied. Pricing includes not only the list price.

CBD‟s. Promotional tools used by PUNE YELLOW PAGES are as follows:       Sponsoring Events Hoardings Diaries Calendars Key Chains Phone Calls 23 . Key Residential Areas like MIDC (Bhosari). Promotion:Promotion of PUNE YELLOW PAGES is done by branding team of company which can design the pamphlet/signboard/gate board. Commercial complexes. Business/corporate Houses. As well as the directory and Yellow page CD copy is circulated on demand also.e.Place:- PUNE YELLOW PAGES of Pune division is circulated in Pune‟s Industrial Estates. choose effective place for promotion. 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. Proof Of Delivery slip. and M G Road etc. etc decision taken by this team.

various strategies are adopted:    Market survey. To be the leading yellow pages for acceptance and receipt of Payments.MARKETING STRATEGIES:     To increase market share of PUNE YELLOW PAGES. Building brand image through using various branding techniques. 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. To achieve PUNE YELLOW PAGES vision.

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

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%. 26 . Of this group. Consumer review websites: 18 %. we have find that:- Search engines were rated the number one resource for finding local business information. Only 27% felt the online version was more comprehensive than the print book. “MARKETING & ADVERTISING PRACTICE IN YELLOW PAGES” Topic Justification:Print media are the medium that is most accessible to the widest range of advertisers. Here‟s how the responses broke down in terms of professed usage: Search engines: 74%. Internet yellow pages were generally preferred to traditional yellow pages. though viewed as not as comprehensive: 67% would prefer using an Internet yellow pages resource than the big yellow print book. Traditional newspapers: 44%.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. Television: 29%. Print white pages: 33%. (Percentages are greater than 100 because respondents were permitted to select more than one answer.) According to the survey. suggesting that Internet yellow pages may have a decided weakness – lack of content. Advertisers big and small. Print yellow pages: 65%. 84% say the Internet yellow pages is a much faster way of finding local businesses than the print version.From the survey report.

advertisers can provide a lot of Information to the target audience at relatively low cost. 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. how it is circulated in vast geographical area. internet and radio but print media is preferred most of the people. In present scenario the print media is survive in the presence of other media like T. Cost: In terms of production and space.V. Yellow page offers a low-cost alternative to advertisers.. The cost per contact may be higher than with television and radio options. Yellow pages are typically used by merchant by doing business in the local area.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. 27 . Creative Opportunity: Yellow pages offers a large and relatively inexpensive format. but the absolute cost for placing black and white ads is still within reach of even a small advertising budget.

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

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

and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis”. It is investigation of significant information on a specific subject.RESEARCH METHODOLOGY MEANING OF RESEARCH:Research means search for knowledge in a scientific and systematic manner. 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. In short the search for knowledge through objective and systematic method of finding solution to a problem is Research. It is a voyage of discovery which possesses the vital instinct of inquisitiveness. formulating hypothesis or suggested solutions. comparison. making deductions and reaching conclusions. It is actually a voyage of discovery. Research is thus an original contribution to the existing stock of knowledge making for its advancements. “A systematic effort to gain new knowledge” 30 . It means movement from unknown to known. observation. Research is also an academic activity and as such the term should be used in a technical sense. It is the pursuit of truth with the help of study. collecting organizing and evaluating data. In another words we can define. and experiment.

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

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”. This phase of the research involves rating of the parameters obtained from the exploratory phase to arrive at the relative importance of each parameter. Broadly there are three types of research designs:1. The output from this research phase would be used for the Causal research phase. Exploratory research:This is generally used to clarify thoughts and opinions about the research problem or the respondent population. 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. All the parameters influencing use of promotion strategy like print media was found out. or to provide insights on how to do more conclusive research.RESEARCH DESIGNS:“A research design is the specification of methods and procedures for acquiring the information needed. New customers 2. Competitors‟ customers 2. 32 . It can cover many variables of interest and is not affected by the movement of elements in the sample.

if print quality is the most important parameter for a purchase. 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.3.g. in the causal research phase the causes for Pune yellow pages market erosion would be found out. The secondary data may be published or unpublished. DATA COLLECTION PRIMARY DATA:Primary data are those data. which are collected afresh and for the first time. 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. We can obtain the primary data either through observation or through direct communication with respondents in one form or another or through personal interview. 33 . The primary data is collected during the course of experiment in an experimental research. The researcher must be very careful while using the secondary data. which the researcher wants to study. the state of the print quality would be analysed and gaps would be found In other words. 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. Causal research:A causal design seeks to establish causation as far as possible. and thus happen to be original in character. are those which have already been collected by someone else and which have already been passed through the statistical process.

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. I took the help of some marketing books also. 34 . 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 sample will tend to posses almost the same characteristics as that of larger. but the predefined set of potential respondents in a geographical area.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.

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

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

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

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

39 . 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.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.

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

42 . Of Respondent 50 21 36 107 Reason for choosing Print media Covers maximum people. 34% cost effectiveness 47% convenient 19% Graph 08: Reason behind preference print media Interpretation   About 47% people preferred print media due to its cost effectiveness. 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. If yes. 34% people preferred due to its reach to maximum people.

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

09. 10. FREQUENCY OF RETAINING ADVERTISEMENT. A very few of them uses bimonthly (9%). Would you like to promote your business through Pune yellow pages? 44 . 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. 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.

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%. Yes  No Table 11: Opinion about promoting business through Pune yellow pages RESPONSE YES NO TOTAL NO. 65% respondent said yes & only 35% respondent were not aware of it 45 .

24% Price Popularity 21. Price 2. 16 8 13 37 Reasons behind ignorance 35.62% respondent not like to promote because of popularity and 43.24% because of price where as 35. Why? 1.13% respondent not promote due to new launch in market. 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. If no.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%. what is the reason you do not like to promote your business in Pune Yellow Pages.11.13% 43. 46 . Popularity 3.

o About 61% people were aware about space selling and 39% was not able to comment on this. o Most of people refer Pune yellow pages when they require any information while some people refer when they are free. It is observed that average 27% of them uses monthly frequency of budget. o About 81% people add of their organization through print media. o 21. o Market share of Maharashtra industrial directory has been found maximum that is 45% while Market Share of Pune yellow pages was 10%.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. o 65% people are ready so company should treat them as a good prospect & do the proper follow up.62% respondent not likes to promote because of low popularity and 43. 47 . A very few firms uses bimonthly (9%).FINDINGS:o About 80% of respondent found aware while 20% respondent were not aware of yellow pages.24% because of price where as 35. o 65% of respondent were ready to promote their business with yellow pages & only 35% respondent were not ready for it.

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

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

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

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

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

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

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

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

EXHIBIT-I RATE LIST OF PUNE YELL0W PAGE: 56 .

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