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.
'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.
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.
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.
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.
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
Goa Food & Night Life Guide Hello Goa Maps
Contact Us:Head Office: GOA The Hello Group HJS 59/60. PUNE.in
Branch Office: PUNE
The Hello Group C 118/119.co. Porvorim .GOA.2416293 Fax: 0832 2415982 Email: hello@hellogroup. 411 028 Tel: 020 . Pundalik Nagar. Mega Centre.co.32530234 Email: pune@hellogroup. 403 521 Tel: 0832 .
restaurant. entertainment fortnightly in Goa.
A formidable marketing tool for tapping the incoming tourist market. Baga. Goa Tourism via the channels as mentioned
above. It is Goa's only fortnightly magazine that's available. shack
and shop right from the northern coastal belt of Arambol. Morjim to Vagator. This would mean that a copy of What‟s On would be kept in every room of all the GTDC residencies. Majorda. Our esteemed advertisers serve as a silent yet a very strong form of exposure to other advertisers. right down to Palolem and Patnem. and the Anjuna Flea Market.
. Varca. Benaulim.
The distribution is done through various channels.Utorda. and as is the market practice a certain amount of Copies are given to each advertiser. all their facilitation and information counters. Candolim to the Southern coastal belt viz … Bogmalo. Anjuna. at the airport. railway stations and would be a part of their promotional material at National and International Trade fairs. 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. We have a total of 12 issues that we publish per year. Circulation blanket of total 10000 copies across North and South Goa. their Lobbies.
Through our distribution team that gets the magazine to every hotel.What‟s on?:What‟s on undoubtedly is Goa‟s number 1. Mandrem. Calangute. Arossim. what‟s on is a Tourism Promotion Partner with GOA TOURISM. Crossing another milestone and putting a feather in our caps. like Ingo's Saturday Nite
Bazaar. That include:
Our established distribution kiosks at all the markets in Goa.
Through our Tourism Promotion Partner. Cavelossim.
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. entertainments. Porvorim – 4000 & Mapusa – 6000) Total 20000 copies. interior designers. We have two different editions of Hello City magazines: Hello Panjim (covering Panjim. movie reviews. interior design special. developments in tourism sector. Hello Blitz magazine always keep the variety in its theme. It is mainly like wedding special. The circulation of the magazine is 40000. 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. furniture and furnishing dealers across Goa is advertising in this special issue. This magazine basically covers socio economic issues. environmental issues. news from business sector.
Hello City:Hello City magazines are Hello group‟s publications that is mainly eyeing on the local crowd. jewellary shops. Mapusa and Porvorim) The distribution channel: Panjim – 10000. public issues and public opinions etc. All the builders.
shopping. The only advertisement channel.
. Anjuna. maps etc. The standard reading for the “who‟s who” in Goa‟s travel industry and tourist coming down to Goa. That include:
Through our distribution kiosks at all the markets in Goa (Ingo‟s Saturday Nite Bazaar
and the Anjuna Flea Market). It provides basic information on Goa. The circulation blanket is 18000 copies per issue. Cavelossim to Palolem and Patnem. We have totally four issues per year basically (Oct-Nov. happening places. Majorda.
Through all major Hotels and Restaurants. Dec-Jan. adventure tourism. Through the GTDC Residencies. through which you can tap the foreign tourist market. Colva. Airport and Railway Counters. activities. Morjim to Vagator. Calangute. Candolim to the Southern coastal belt viz. Bogmalo. places to stay.
Through our distribution team right from the northern coastal belt of Arambol. utorda. Varca. be it charter tourist or the individual traveler. Benaulim. The distribution is done through various channels. Arossim.
Mandrem.Travel Talk:Travel Talk is Goa‟s exclusive & largest circulated travel magazine and Goa‟s exclusive Tourism Promotion Partner with GTDC. Feb-Mar and Apr-Sept).. Baga. the best eating joints.
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.
"Customer is the King" if it‟s true
when the King is looking out for any information about you or your service.
Benefits to the subscribers:
The subscriber can reach out to
potential customers. any tourist. resident or businessmen can just dial 2412121 and get any sort of information that they need wants absolutely free.
"Hello 2412121" provides
leads/prospects for business. Information that is up to date. industry. tourism and govt.
At any time of the day or night. Without any hassles or trouble.Hello 2412121:We provide information related to commerce. trade. Personalized information. Potential customers who are looking for a firm but do not know any information to get through we "Hello 2412121" provides that for you.
Benefits to the end users:
Free access to information. we provide that. precise
and readily useful. instantly.
. Presently we get an average of 5000 calls per day.
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. We provide all type of call center requirements. Business Process Outsourcing (BPO) has become the new imperative. This shows our capability and experience to setup call centers of any size.
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 do helpline service in Goa hello 2412121. Eateries. Shacks. We are one of the main BPO's across the country. Lounge Bars.Call Centers:Call Centers: Call Centers|
As organizations around the world strive to improve the quality of their processes. Here comes our service for you to improve your business process outsourcing.
. The main example for our experience and ability is our customers only. Casinos and Discotheques. and it‟s already completed a decade of service in this sector. We have a group of staffs who are eligible and able to work for you.
A formidable marketing tool for tapping the incoming tourist market. Casinos and Discotheques etc. 15000 copies will be sold through these retail outlets. hence your advertisement will be reaching the business owners and managers. Besides all the above things this will guide you through different tastes of Goa. the decision makers within the industry. Resorts. The main aim of this is to keep you comfortable in your happy times. this will help you to choose your taste for the time. Reach over 20 thousand people on an all India level. Restaurants. out for a dine or a visit to the discotheques or when you want to try your luck in the casinos. We have tie ups with national book retail outlets. This will be published yearly. What‟s on and Goa Yellow Pages to gain guaranteed access to this influential industry. Travel Talk.
It provides essential information on Fine Dining.The Goa Food & Nightlife Guide‟s first edition will come out in 2008. This contains different eat outs and their specialties.
The secondary demographic for these guides are our advertisers and tourism professionals. 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. travel agents. Restaurants across India.
The magazines will be sold on an all Indian level.
OBJECTIVES: To conduct the market survey for print media particularly for yellow pages.
To understand the consumer preferences for advertisement of their business.
To determine share of competitors in print media.
To study the allotted annual budget for promotions.
The project was helpful for the company also on many of the sides. As everything is conducted on the basis of survey at Sinhgad Road (Pune) conclusion will give the total blue print of brand sales.3. On the basis of overall study few suggestions should be taken into consideration from our study of two months.1. distribution channel and grabbing the market share. schemes rolled out in the market. product differentiation. packaging. segmentation of the brands with of sale advertisement in Pune and overall growth of brands & growth of companies in the market. With the help of this project we were able to know about ADVERTISING‟s. about transport pass which plays an important role for delivery of brand. The observation and findings had show the status and positioning of the company in the market. market share of brands and segments. 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. distribution channel. role of executives. Which will give the company the knowledge about the market share? The graphical representation will show the availability.e. sales. promotional activities performed in the market. positioning. advertisement and mind share of brand in the consumers.
. margins obtained by the retailers and distributors.directory market i. prices.
There are so many competitors in the market. This study will helpful for organization to take decision regarding in promoting the business.REVIEW OF LITERATURE:-
STATEMENT OF THE PROBLEM:
This study has been under taken on a detail study of market awareness about Yellow Pages companies. This study help to understand how much market captured by which company. Suggestion will also help for organization knowing the need of customers. etc. So company has to face problem like market awareness & competitors‟ strategy.2 . It will also help to remove the weakness of the organization. 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. so the suggestion & finding of project is helpful for management of organization.
SIGNIFICANCE OF THE STUDY:
Since this study is conducted at small part of Pune city.
. In India. The Pune Yellow Pages Company is first time launching in Pune City. YP directory is rapidly speeded in developed market.
a social institution. paid form of non personal presentation of ideas.
Today we are exposed to a large number of commercial messages than at any time in the past.
Definition of advertising:-
The American marketing association defined advertising as
“Any. A field of employment and a profession. a means of financing the mass media. even the quality of advertisement has improved considerably over the past couple of year. an art form an instrument of business management. a powerful marketing tool.Theoretical back ground:
Advertising is multidimensal. Not only has the quantity increased.”
. Yellow pages.
Advertising. a component of the economic system. deceptive and misleading. goods and services by identified sponsors. magazine and newspaper are full of advertisements.it is form of mass communication. and that it conceals information which should be revealed and omits the limitation and comparative disadvantage of the item advertised. which has become a marketing force helping mass selling and distribution .it has been claimed that much claimed that much advertising is false.
the expression Yellow Pages is used globally. The traditional term Yellow Pages is now also applied to online directories of businesses. categorized according to the product or service provided. Wyoming working on a regular telephone directory ran out of white paper and used yellow paper instead. In 1886 Reuben H. The name and concept of "Yellow Pages" came about in 1883. In the Republic of Ireland. 2. In the United States. such directories were originally printed on yellow paper. News paper and magazine advertising in 2001. yellow pages mainly give the information about the local area. in both English-speaking and non-English speaking countries. while in some other countries it is a registered name and therefore a proper noun. more than Rs. The term Yellow Pages refers to a telephone directory of businesses. Today. it refers to the category.Advertising in print media:-
Advertising in the print media is the oldest and largest in terms advertising in billing. As the name suggests. as opposed to white pages for non-commercial listings. Belgium. Advertisers spend more money on yellow pages newspapers and magazines than any other medium. when a printer in Cheyenne. and Israel the 'Yellow Pages' are known as the Golden Pages
Yellow Pages:There are of several types: monthly and yearly etc. In India.000 crores was spent on yellow pages. Donnelley created the first official yellow pages directory.
. inventing an industry.
ALL FOR 1 & 1 FOR ALL.g.. B2C & C2C to get the maximum coverage. Some YP publishers focus on a particular demographic (e..1 in customer‟s mind”
MISSION: . VISION: . Traditionally these directories have been published by the local phone company. 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. Plumbers).g.. but due to the highly profitable nature of the business there are numerous independent directory publishers. Christian Yellow Pages or Business Pages). The majority of listings are plain and in small black text. a management team that is innovative and wants to grow fast and widely recognized brand on the ground across India. i. and distributed for free to all residences and businesses within a given coverage area.e. The YP publishers generate profit by selling advertising space or listings under each heading. which are segregated under headings for similar types of businesses (e.e. PUNE YELLOW PAGES‟ has the industry's best infrastructure. It will be the yellow pages for all.“To deliver the best to the customer”
.g.“To be No. B2B. Yellow Pages directories are usually published annually. Advertising may be sold by a direct sales force or by approved agencies (CMR's).Yellow Pages (YP) are a print directory which provides an alphabetical listing of businesses within a specific geographical area (e. 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. Greater Chicago). Available advertising space varies among publishers and ranges from bold names up to four color twin page ads ("double trucks"). from reputed organizations to small households i..
. which ultimately result in growth of our business. B2C & C2C). +91.2415982. PundalikNagar.832.We provide opportunity for the growth. To Employees.. Mega Centre. Pune-28 Tel:020-30421380. we find that customer wants all thing in one roof. which results in his extraordinary growth. if any customer books his presence in our yellow pages. grow.Porvorim-Goa 403521. It results in building the customer‟s trust in our yellow pages.
PUNE YELLOW PAGES Pvt.91. Hadapsar. so we have come with this new concept of a yellow pages which has all the sections (B2B.
Market Research and Sales Forecasting:According to the market research of our company.2416293. To Shareholders.832. he get maximum coverage.We deliver best product & services by connecting them to all.020-30421379 E-mail:firstname.lastname@example.org. Ltd.com HJS 59/60.Fax. So.Commitments:To Customers. Fax. K-105.We provide them opportunity to learn.
msn(in website).hellogroup. so there is a gap of C2C. website (www. This included 2 Employees in Research and Development.-2412121). Citizen. sms etc.: 02030421379/80
Employees:As of JUNE 31. call centre. and 10 in Administrative positions
. Cambridge university press(in printing). We in our yellow pages fill this gap by giving them the space. Trade India etc. yahoo & msn to have maximum benefits. Our all the competitors are focus only on B2B & B2C. We give our customers the maximum exposure like presence in print media. Forbes.co. yahoo. We give our customer value for money by quality print paper.Competitors:Our competitors are all the yellow pages companies like Infomedia.in) also tie with google.
Strategic Relationship:We have our good relationship our partners like google.
Acceptability:According to the survey and market experience I think that this product will be accept by the market.If our customer have any problem than we have also Tel. 2009 we employed 40 full-time employees. 6 in Professional Services. website. 22 in Sales and Marketing. excellent call centre (all India no. Get It. & sms (5 1234) to our customers. Built India as well as Just Dial.
02: management of Hello Publication
NATIONAL SALES MANAGER
HUMAN RESORCE DEP.
Area Sales Manager
in) SMS service (my “search”@2412121) CD‟s (on demand)
We also provide SMS-shoot. size of Ad and paying capability of the clients. i.e. but also discounted as well as Different types of Taxes which are levied. based advertising for its clients. the prices are moulded accordingly.e. As per the interest. It is useful for all types of clients i.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. There are different prices set for the customers belonging to the different categories. 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. B2B. Ltd. Pricing includes not only the list price.hellogroup.
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. 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.. B2C & C2C.co.
Business/corporate Houses. Promotional tools used by PUNE YELLOW PAGES are as follows: Sponsoring Events Hoardings Diaries Calendars Key Chains Phone Calls
. etc decision taken by this team. Key Residential Areas like MIDC (Bhosari). and M G Road etc. CBD‟s. choose effective place for promotion.Place:-
PUNE YELLOW PAGES of Pune division is circulated in Pune‟s Industrial Estates.e.
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. Commercial complexes. Proof Of Delivery slip. As well as the directory and Yellow page CD copy is circulated on demand also.
To achieve PUNE YELLOW PAGES vision. To give better services to the customers at the economy rate. To spread the awareness of the product. Focus on team work. Building brand image through using various branding techniques. To be the leading yellow pages for acceptance and receipt of Payments.
. Hiring Talented people. various strategies are adopted: Market survey.MARKETING STRATEGIES:
To increase market share of PUNE YELLOW PAGES.
Market Share of PUNE YELLOW PAGES Pvt.
As I launched totally new concept of including C2C also. Table 01: Market Share of Yellow Pages
Sr. so in this short time my company captures 25% market shares. Ltd. 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%
Just dial 27%
Graph 01: Market Share of Yellow Pages Players
Here‟s how the responses broke down in terms of professed usage: Search engines: 74%.) According to the survey. Only 27% felt the online version was more comprehensive than the print book. Internet yellow pages were generally preferred to traditional yellow pages. suggesting that Internet yellow pages may have a decided weakness – lack of content.From the survey report. 84% say the Internet yellow pages is a much faster way of finding local businesses than the print version. (Percentages are greater than 100 because respondents were permitted to select more than one answer. Television: 29%. 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.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. though viewed as not as comprehensive: 67% would prefer using an Internet yellow pages resource than the big yellow print book. Advertisers big and small. Traditional newspapers: 44%. we have find that:-
Search engines were rated the number one resource for finding local business information.
. Of this group.
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. Consumer review websites: 18 %. Internet yellow pages: 50%. Print white pages: 33%.
. 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. Yellow page offers a low-cost alternative to advertisers. advertisers can provide a lot of Information to the target audience at relatively low cost.V.
In present scenario the print media is survive in the presence of other media like T. Creative Opportunity: Yellow pages offers a large and relatively inexpensive format. Cost: In terms of production and space.
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.
.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. internet and radio but print media is preferred most of the people. Yellow pages are typically used by merchant by doing business in the local area.
On saying „Hello‟ one thinks of a courteous greeting. with some of his friends thought of starting an organization. 2412121 and since. It is an organization which is very closely run. The growth of Hello is ment as the growth of the members of this organization. it has grown in stature with its other Call Center Operations and Publications as well. But for goans it means much more.“Pune Yellow Pages”
(Brief History about the company)
„The Hello Group‟ has completed a decade in the service
and publication industry. 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. like a family. Managing Director and Chief Editor of „The Hello Group‟ on completing his MBA from Goa Institute of Management (GIM).
On the success and growth of „The Hello Group‟
Hello is basically successful because of the kind of people that are in this organization. „Hello‟ has become synonymous to Goa and Goans with its only Commercial Helpline. that‟s in the year 1998 October 2nd.
On the Origin of „The Hello Group‟:
Jerry Mathew. From there the journey of „The Hello Group‟ started.
we are still a close knit unit. If your requirement is anything with creativity then you can surely approach us.
Printing & Design:Hello group is a well known name in the field of printing and design in Goa. tourism based magazines. city talk magazines. We have done printing and design works that are been used abroad. Event Flyers and many more. Newsletters. Goa maps etc. We have an expertise of almost a decade in the field of printing and design. Invitation cards. Some of our expertise areas: Brochures Menu Cards Invitation Cards Tent Cards
. We have the best of the artwork guys in the market. We do print Brochures. We are one of the leading media houses of Goa. Tent cards. Menu cards. Logos. We do publish yellow pages Goa & Pune. We have a separate division of DTP guys who does Artworks & Design.USP of‟ the Hello Group‟:
"Work Together For the Best" Today even with a strength of 250+ people.We do in house printing also. so we can assure you the best of the market with competing price.
In another words we can define. It is investigation of significant information on a specific subject. and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis”. “A systematic effort to gain new knowledge”
. observation. Research is also an academic activity and as such the term should be used in a technical sense. It means movement from unknown to known. and experiment. Research is thus an original contribution to the existing stock of knowledge making for its advancements. It is a voyage of discovery which possesses the vital instinct of inquisitiveness. comparison. formulating hypothesis or suggested solutions.RESEARCH METHODOLOGY
MEANING OF RESEARCH:Research means search for knowledge in a scientific and systematic manner. It is the pursuit of truth with the help of study. making deductions and reaching conclusions. It is actually a voyage of discovery. In short the search for knowledge through objective and systematic method of finding solution to a problem is Research.
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. collecting organizing and evaluating data.
Data collection 5. Research report preparation
List review and hypothesis
Data analysis and interpretation
Research report Preparation
Fig. Problem discovery 2. Research design and sampling 4. 03: Research Process
. List review and hypothesis 3. Data analysis and interpretation 6.RESEARCH PROCESS:Research process consist of following stages 1.
This phase of the research involves rating of the parameters obtained from the exploratory phase to arrive at the relative importance of each parameter. Questions were put forth to find out parameters influencing types of customers:
Broadly there are three types of research designs: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. Exploratory research:This is generally used to clarify thoughts and opinions about the research problem or the respondent population. New customers 2. Competitors‟ customers
2. 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”. or to provide insights on how to do more conclusive research. It can cover many variables of interest and is not affected by the movement of elements in the sample.RESEARCH DESIGNS:“A research design is the specification of methods and procedures for acquiring the information needed. The output from this research phase would be used for the Causal research phase.
g. 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. 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. by employing controls and conditions under which we can state with reasonable confidence whether or not Y is affected by X. if print quality is the most important parameter for a purchase.3. which are collected afresh and for the first time. The primary data is collected during the course of experiment in an experimental research. are those which have already been collected by someone else and which have already been passed through the statistical process. in the causal research phase the causes for Pune yellow pages market erosion would be found out. The researcher must be very careful while using the secondary data. Causal research:A causal design seeks to establish causation as far as possible. the state of the print quality would be analysed and gaps would be found In other words. The secondary data may be published or unpublished. he must make a minute scrutiny to segregate the suitable and the unsuitable data in context of the problem.
. We can obtain the primary data either through observation or through direct communication with respondents in one form or another or through personal interview. and thus happen to be original in character.
PRIMARY DATA:Primary data are those data. which the researcher wants to study.
but the predefined set of potential respondents in a geographical area.
SAMPLING SIZE:My sample size was 200 respondents from MIDC ( Bhosari ) of Pune region.
. POPULATION:Population is not the entire population of a given geographical area.
SAMPLING DESIGN:Sampling is a process in which small numbers of item are picked from a large number of items. I took the help of some marketing books also. The sample will tend to posses almost the same characteristics as that of larger. SECONDARY DATA: As a secondary data I used some information given by my sales manager and I used some data from internet.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.
As most of the Corporate. 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. Manufacturing Industries. 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.
YES NO TOTAL
97 63 160
Graph 02: Response about space selling
From the research it was found that 61% people accept it and 39% was not able to comment on this.DATA ANALYSIS AND DATA INTERPRETATION 01.
80% respondent said yes & only 20% respondent were not aware of it.02. 160 40 200
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
. From the above chart we can clearly make out that out of 100%.
03. you are given in which Yellow pages.
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)
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%
. Last year.
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
. 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
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.
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
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.06.
. About 74% people preferred. 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. Of Respondent 50 21 36 107
Reason for choosing Print media
Covers maximum people. 34% people preferred due to its reach to maximum people. 34%
cost effectiveness 47%
Graph 08: Reason behind preference print media
About 47% people preferred print media due to its cost effectiveness. Total
Table 09: Response about advertisement given
RESPONSE YES NO TOTAL
NO. Have you ever given any advertisement on print media pages? a. Yes b. 87 20 107
Graph 09: Response about advertisement given
As per the chart it shows that most of the people give the ad of their company through print media
09. A very few of them uses bimonthly (9%).
10. Would you like to promote your business through Pune yellow pages?
. 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
Most of the firm uses annually frequency of business promotion. FREQUENCY OF RETAINING ADVERTISEMENT.
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.
Table 11: Opinion about promoting business through Pune yellow pages
RESPONSE YES NO TOTAL
NO. 70 37 107
Graph 11: Opinion about promoting business through Pune yellow pages
From the above chart we can clearly make out that out of 100%. 65% respondent said yes & only 35% respondent were not aware of it
Price 2. Why? 1.13% respondent not promote due to new launch in market.62 New launch in market
Graph 12: Reason behind Ignorance of Pune Yellow Pages
From the above chart we can clearly make out that out of 100%.24% Price Popularity 21.13%
43.62% respondent not like to promote because of popularity and 43.24% because of price where as 35. If no. 21. what is the reason you do not like to promote your business in Pune Yellow Pages.Due to new launch in market
Table 12: Reason behind Ignorance of Pune Yellow Pages
RESPONSE Price Popularity New launch in market
.11. 16 8 13
Reasons behind ignorance
35. Popularity 3.
o About 81% people add of their organization through print media.24% because of price where as 35.13% respondent not promote due to new launch in market.FINDINGS:o About 80% of respondent found aware while 20% respondent were not aware of yellow pages.
.62% respondent not likes to promote because of low popularity and 43. o 65% of respondent were ready to promote their business with yellow pages & only 35% respondent were not ready for it. o Market share of Maharashtra industrial directory has been found maximum that is 45% while Market Share of Pune yellow pages was 10%. o About 61% people were aware about space selling and 39% was not able to comment on this. 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. A very few firms uses bimonthly (9%). It is observed that average 27% of them uses monthly frequency of budget. o Most of the firm uses annually frequency of business promotion. o 21. o 65% people are ready so company should treat them as a good prospect & do the proper follow up. o Most of people refer Pune yellow pages when they require any information while some people refer when they are free.
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
.SECONDARY DATA FINDINGS:o The Pune Yellow Pages is having publication cycle as December to November. o Most of the firm are providing with dual benefit in single promotion as on directory and on the company website. For this publication they are creating awareness in the May to August.
o B &W and Yellow ads.CONCLUSION:o In this part.
o After doing the research I come the conclusion that as far the choice for placing ads Is concerned. advertisement & mind share. This part concludes the project report. 60% local clients & 40% local corporate clients use B & W and Yellow ads. the majority of local clients prefer both JUST DIAL and TATA INFOMEDIA .
o Promoting business is one of the basic needs required for industries in the growing Indian economy.Same is the corporate clients. the observation & finding explains the market share.
. To fulfil these requirements yellow pages as a print media is providing contact details of clients through the directory to the consumer. are preferred to more than the colours ones. The suggestions were given according to our study of the market.
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
.LIMITATION:These are the following limitation which I face during project work.
Hello Group yellow pages also need to come up with their website. o Convince the prospect customers.
o Most of the firms are providing with dual benefit in single promotion as on directory and
on the company website. o To recruit more employee to capture the whole market. it should make maximum number of customers
aware about it. about its brand loyalty in Goa.
o Hello Group launching first time in Pune.
. about its brand image in Goa.SUGGESTION:o To do more advertisement to make aware the customers about Hello group.
03. In my free time
05. Info media
c. what do you prefer? (A) Print media (c) Personal selling (B) Magazine (D) Other B. Last year. Maharashtra industrial directory B. Yes B. A. No
02. Yes B. Indiacom
01. Only when checking the info B. you are given in which Yellow pages. Pune yellow pages D. No
. Just dial
E. Are you aware about the yellow pages? A. If yes. Do you require promotional strategies for your product or services? A. Yes 06. How frequently you refer Pune yellow pages? A. Do you know space selling? A. most frequently C.
Popularity 3.07. If no. No
09. Bimonthly D. Semi-annually B. what is the reason you do not like to promote your business in Pune Yellow pages.
08. Price 2. Yes B. Have you ever given any advertisement print media pages? A. Monthly C. Why you prefer print media as a promotional as a promotional tool? A. convenient c. Would you like to promote your business in Pune yellow pages? Yes No
11. What is the frequency of retaining advertisement? A. Annually
10. Why? 1. cost effectiveness B. If yes. covers maximum people.Due to new launch in market
)Occupation: __________________________________ E) Adress:___________________________________________________________
. Age______________________________ D.RESPONDENT‟S INFORMATION: A) Respondent‟s Name: _______________________________________________ B) Sex: _____________________________ C.
“Marketing Management” by Philip Kotler 12th edition.justdial.co.in www.hellogroup.com www.helloyellowpages.whatsongoa. “Marketing research” by Naresh Malhotra
WEB LINKS:Web Site
www.com www.in www.com www.
RATE LIST OF PUNE YELL0W PAGE: