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

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

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

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

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

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

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

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

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

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

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

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

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

we find that customer wants all thing in one roof.832. B2C & C2C). To Shareholders.832. Pune-28 Tel:020-30421380. So.Commitments:To Customers.We provide opportunity for the growth.We deliver best product & services by connecting them to all. Fax. Ltd. so we have come with this new concept of a yellow pages which has all the sections (B2B.2415982. Mega Centre.91. 19 . +91. if any customer books his presence in our yellow pages. Hadapsar. To Employees. he get maximum coverage. grow. K-105.26890877. Company Information:- PUNE YELLOW PAGES Pvt.We provide them opportunity to learn.Porvorim-Goa 403521.TEL.2416293. Market Research and Sales Forecasting:According to the market research of our company. PundalikNagar.Fax. It results in building the customer‟s trust in our yellow pages.020-30421379 E-mail:puneyellowpages@gmail.. which results in his extraordinary growth.com HJS 59/60. which ultimately result in growth of our business.

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

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

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

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

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

Market Share of PUNE YELLOW PAGES Pvt. 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% Infomedia 38% Just dial 27% Graph 01: Market Share of Yellow Pages Players 25 . As I launched totally new concept of including C2C also. so in this short time my company captures 25% market shares. Table 01: Market Share of Yellow Pages Sr.

) According to the survey. Print white pages: 33%. 84% say the Internet yellow pages is a much faster way of finding local businesses than the print version. Of this group.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. Print yellow pages: 65%. suggesting that Internet yellow pages may have a decided weakness – lack of content. Only 27% felt the online version was more comprehensive than the print book. we have find that:- Search engines were rated the number one resource for finding local business information. 26 . 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. “MARKETING & ADVERTISING PRACTICE IN YELLOW PAGES” Topic Justification:Print media are the medium that is most accessible to the widest range of advertisers.From the survey report. Advertisers big and small. (Percentages are greater than 100 because respondents were permitted to select more than one answer. Consumer review websites: 18 %. though viewed as not as comprehensive: 67% would prefer using an Internet yellow pages resource than the big yellow print book. Internet yellow pages were generally preferred to traditional yellow pages. Television: 29%. Here‟s how the responses broke down in terms of professed usage: Search engines: 74%. Traditional newspapers: 44%. Internet yellow pages: 50%.

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

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

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

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

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

This phase of the research involves rating of the parameters obtained from the exploratory phase to arrive at the relative importance of each parameter. Exploratory research:This is generally used to clarify thoughts and opinions about the research problem or the respondent population. It can cover many variables of interest and is not affected by the movement of elements in the sample. 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”. All the parameters influencing use of promotion strategy like print media was found out. Questions were put forth to find out parameters influencing types of customers: 1. New customers 2. 32 .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. or to provide insights on how to do more conclusive research. 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. Competitors‟ customers 2.

the state of the print quality would be analysed and gaps would be found In other words. he must make a minute scrutiny to segregate the suitable and the unsuitable data in context of the problem. 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. which the researcher wants to study. in the causal research phase the causes for Pune yellow pages market erosion would be found out. The primary data is collected during the course of experiment in an experimental research. 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. The secondary data may be published or unpublished. Causal research:A causal design seeks to establish causation as far as possible. and thus happen to be original in character. if print quality is the most important parameter for a purchase. DATA COLLECTION PRIMARY DATA:Primary data are those data. 33 . by employing controls and conditions under which we can state with reasonable confidence whether or not Y is affected by X.3. are those which have already been collected by someone else and which have already been passed through the statistical process. The researcher must be very careful while using the secondary data.g. which are collected afresh and for the first time.

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. SAMPLING DESIGN:Sampling is a process in which small numbers of item are picked from a large number of items. but the predefined set of potential respondents in a geographical area. POPULATION:Population is not the entire population of a given 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. SAMPLING SIZE:My sample size was 200 respondents from MIDC ( Bhosari ) of Pune region. 34 . I took the help of some marketing books also.

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. As most of the Corporate. 35 . Manufacturing Industries. the type of sampling used was Area Sampling.

Do you know space selling?  Yes  No Table 02: Response about space selling RESPONSE NO. 36 . 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.DATA ANALYSIS AND DATA INTERPRETATION 01.

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

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% . Last year.Market Share of Pune yellow pages was 10% 38 . you are given in which Yellow pages.03.

04. 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.

05. 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 .

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

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

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

It is observed that average 27% of them uses monthly frequency of budget. FREQUENCY OF RETAINING ADVERTISEMENT. A very few of them uses bimonthly (9%). Would you like to promote your business through Pune yellow pages? 44 . 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. 10.) 27% MONTHLY 57% 7% 9% BIMONTHLY SEMIANNUALLY ANNUALLY Graph 10: Frequency of using media for Advertisement Interpretation: Most of the firm uses annually frequency of business promotion.09.

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 .

11.13% respondent not promote due to new launch in market. what is the reason you do not like to promote your business in Pune Yellow Pages. Popularity 3. If no. Why? 1.Due to new launch in market Table 12: Reason behind Ignorance of Pune Yellow Pages RESPONSE Price Popularity New launch in market Total NO.62% respondent not like to promote because of popularity and 43.24% because of price where as 35.62 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%. 16 8 13 37 Reasons behind ignorance 35.13% 43. 21. Price 2.24% Price Popularity 21. 46 .

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 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. o Market share of Maharashtra industrial directory has been found maximum that is 45% while Market Share of Pune yellow pages was 10%. o 65% people are ready so company should treat them as a good prospect & do the proper follow up. o About 81% people add of their organization through print media. o 65% of respondent were ready to promote their business with yellow pages & only 35% respondent were not ready for it.FINDINGS:o About 80% of respondent found aware while 20% respondent were not aware of yellow pages.24% because of price where as 35.13% respondent not promote due to new launch in market. A very few firms uses bimonthly (9%). o 21. o Most of the firm uses annually frequency of business promotion. 47 .62% respondent not likes to promote because of low popularity and 43. It is observed that average 27% of them uses monthly frequency of budget.

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

o B &W and Yellow ads. o After doing the research I come the conclusion that as far the choice for placing ads Is concerned. the majority of local clients prefer both JUST DIAL and TATA INFOMEDIA . The suggestions were given according to our study of the market.Same is the corporate clients. 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. o Promoting business is one of the basic needs required for industries in the growing Indian economy. 49 . 60% local clients & 40% local corporate clients use B & W and Yellow ads. This part concludes the project report. the observation & finding explains the market share. advertisement & mind share.CONCLUSION:o In this part.

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

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

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

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

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

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

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

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