A PROJECT REPORT ON

BRANDING AND MARKETING OF A NEWLY LAUNCHED SERVICE

FOR
EGGFIRST INDIA ADVERTISING AND DESIGN PVT. LTD
BY
MILIND PRAKASH BARVE

UNDER THE GUIDANCE OF

DR. SHAILESH KASANDE

SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILLEMENT OF THE REQUIREMENT FOR THE AWARD
OF THE DEGREE OF MASTER OF BUSINSS ADMINISTRATION (MBA)
THROUGH
VISHWAKARMA INSTITUTE OFMANAGEMENT PUNE-48.
2009-2011

ACKNOWLEDGEMENT
1

Any accomplished work is not possible without the help of others and this work is not
different. Many people helped me to complete my training and prepare its training
report successfully. I am thankful to all of them.
First of all I am very grateful and thankful to EGGFIRST INDIA ADVERTISING
AND DESIGN PVT. LTD.who allowed me to undergo training in their company.
I am very thankful to my project guide Mr. Ashish Banka (Vice President) under
whose guidance I completed my project successfully and without whose help it would
have been very difficult for me to complete the project. I would like to extend my
heart full gratitude to Mr. Abhishek Mehta (Sr. Business Development Officer) whose
cooperation and contribution was truly unparallel. Furthermore I would like to
acknowledge the efforts made by all the people at EGGFIRST INDIA
ADVERTISING AND DESIGN PVT. LTD. to complete this project successfully.
I also take the opportunity to thank our Director and Internal guide Dr.
ShaileshKasande for his valuable advice, suggestions and guidance. This project
would have never been possible without his guidance and timely help of my project
guide for which I would be indebted to him. I would also like to thank all faculty
members of Vishwakarma Institute of Management for their advice and guidance.
I would also like to thank all the respondents who gave some of their valuable time to
me.
Finally I would like to thank my family members and my friends for their
valuable inputs.

Thanks All
Milind Barve

BRACTs

VISHWAKARMA INSTITUTE OF MANAGEMENT

(Approved by AICTE, New Delhi and Affiliated to University of Pune)
S. No. 3 & 4, KondhwaBk, Pune 411 048, Ph 26932800/ 26932900, Fax : 26932700 Mail : info@vim.ac.in, www.vim.ac.in

Summer Project Completion Certificate

This is to Certify that Mr. Milind Prakash Barveof VIM has completed the
Summer project titled Branding and Marketing of a Newly launched
Service to my satisfaction and as per the requirements of the two year full
time MBA program of the University of Pune.

Project Guide
Director
Date:

List of Abbreviations:
BBN Business branding network
TG-Target group
USP-Unique selling proposition
TVC-television commercials
AV- Audio Visuals
BTL-Below the line advertising
B2B Business to business
CSR Corporate Social Responsibility
SEO Search Engine Optimization
SEM - Search Engine Marketing
POP Point of Purchase
SMS Short messaging service
CEO Chief executive Officer
CRM Customer relationship management
ROI Return on Investment

List of Tables:

Sr. No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17

Title
Acceptance within the organisation
Naming of the service
Features if the service
Promotion of the service
Target audience of the service
Free trial of the service
Pricing strategy for the service
Website ownership
Knowledge about Eggfirst Advertising and Design Pvt. Ltd.
Interaction with customers through website
Knowledge about Mangopops
Knowledge about exact functionality of Mangopops
Competitors of Mangopops
Experience of free trial of Mangopops
Awareness about features of Mangopops
Satisfaction about the facilities provided by Mangopops
Satisfaction about the pricing adopted for Mangopops

Page No.
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38

List of Figures:

Sr. No.
1
2
3
4
5
6

Title

Page No.

Logo of Mangopops
E-Mailers for Mangopops
Slides of Presentation for Mangopops
Website Homepage
Website Pricing page
Visiting Cards

13
13
14
15
16
16

INDEX

Sr No.

Topic

Page No.

1.

Executive Summary

2.

Company Profile

3.

Objective of the study

4.

Mangopops Overview

10

5.

Research Methodology

16
6

6.

Data Analysis and Interpretation

22

7.

Findings

39

8.

Suggestions and Conclusions

40

9.

Limitations

42

10.

Bibliography

43

11.

Annexure

44

EXECUTIVE
SUMMARY

Marketing is very interactive and interesting subject. With the growing competition in
the market and globalization coming into role it has become essential for any
company to keep in touch with the recent technology. For any new service to survive
in a market it is very essential to stick to new technology, price and aftersales service.
I got an opportunity to work with Eggfirst Advertising and Design Pvt. Ltd. which
is an Advertising agency in Mumbai. It is a full service ad-agency which ventures into
all aspects of marketing a product (or service).
The project allowed me to view the practical aspects of all the management theories
that I studied in the institute. It allowed me to view a completely different perspective
of the management subjects
I was given the task of working on an in-house service that the agency was planning
to launch in the near future. The service was named Mangopops and dealt with the

web based application which provides additional features for a company which
inculcates the service in its website.
The main objective of this project was to develop a brand image of the service and to
market (sell) the product in the potential customers. Also the needs of the potential
customers were being considered before hand and appropriate changes were being
made to the service so as to suit the service for its end customers. Also the advertising
of the service so as to create awareness amongst the public was a major task at hand.
The website of the product played a major part in this and was very effective in
creating awareness.
The data collected during the project was both primary and secondary in nature. The
primary data was collected by direct interaction with the previous customer base of
the agency and also by observation. The secondary data was collected from sources
like the internet, reference books, company magazines etc. data was also collected
with the help of a questionnaire and personal interviews.
A questionnaire was designed so as to analyse the awareness of the service and to
know the requirements of the target customers from the service. The data collected
from the questionnaires was used constructively to inculcate changes in the service
and reach the target customers effectively.
Also to increase awareness amongst the public design of e-mailers, pamphlets,
website, information-booklets, presentations, etc were undertaken and implemented
with the consent of all the departments involved in the process.
Various promotional techniques such as personal selling, direct marketing,
advertisement, free trials and discounts were used so as to attract the customers and
get in revenues by effecting sales.
Concluding, I would like to say that the project was meant to brand and market
Mangopops and various methods were tried and tested to do exactly that. The
internship was an insight into the real marketing world and helped me understand the
concepts of marketing in real sense.

10

COMPANY PROFILE

Introduction:
Dherokapdedhoyeaurzyaadachale...
Thats Eggfirst BBN India. The Indian arm of BBN International, Eggfirst is just the
right-sized advertising agency that delivers creative solutions for various business
challenges. With a deep-rooted belief of cutting wastages, not corners.
Based out of Mumbai, India, Eggfirst is the twelfth-hour specialist for marketing and
advertising solutions across various industries. A partner in creating brands that
people love, remember and buy. Motivated by a culture that pushes to try harder;
working as if its their only shot at glory. At the core of it all lies our servicing ethos if you were a lantern, we would be the oil; if you were a pajama, wed be the string.
Vision:

To be a genuinely honest good service provider organization

11

To become the first choice for intelligent marketing communication design

work
Fill it shut it forget it levels of service

Our Philosophy
We try harder. Rings a bell? The year was 1962 when Avis launched an honest and
now legendary marketing campaign - We try harder in response to market leader
Hertzs number one position.
At Eggfirst BBN India, we share similar sentiments. And to achieve that, we work
that extra hard. We put in that extra effort. We stretch that extra mile. And it all
directly translates into superlative work for you. We follow the old fashioned mantra your success is our glory.
We stay firmly on the ground, sometimes going underneath it, to understand what will
help you sell better. We bring to you a perspective that is practical, genuine and on the
mark. The USP of your product, the psyche & demographics of your TG and the
competitors strategy are just some of the most integral things we consider while
brainstorming on your big idea
The Bigger Picture:
BBN International - the Business Branding Network is a federation of independent
advertising agencies. Present in Europe, North & South America as well as in Asia,
BBN International brings together 26 agencies from 32 locations and more than 1,500
communication specialists. Every individual BBN agency places at the disposal of its
international clients a global mind-set on each brand, and provides a strategic, creative
and logistic support adapted to each separate country.
We provide:
It all starts with providing a strategic direction for your objectives.

Strategy Planning: Putting years of experience and expertise to use, we

formulate a unique, insightful strategy to successfully achieve your marketing
objectives.
12

Market Research: We back our experience and knowledge by intensive and

incisive research. Thoroughly analyzing the market conditions, current trends,
case studies, competition and opportunities... all to arrive at a winning
strategy.

Brand Building and Corporate Identity: A distinct brand identity that stands
out from the crowd in a meaningful way.

Campaign: Integrated messaging across media.

Print: Strategically aligned and creatively driven ads - newspaper, magazine

and other print media.One of the oldest media, Print has been powering brands
for decades. Print medium has stood the test of time, holding its own against
the advent of media like radio, television and, recently, the internet that have
threatened to topple its popularity. Print advertising has an enabling power to

make memorable brands. Or break them, if not used wisely.

AV/ Multimedia: TVCs as well as audio-visual representation (linear or nonlinear) for corporate presentations, product presentations, launch presentations,
demo presentations, etc.

Radio: Innovative, meaningful and effective radio jingles to communicate

your message.

Outdoor: Traditional outdoor collateral like hoardings, banners and bus-panels

as well as BTL collateral such as wall paintings and shop-signages.

Events, Exhibitions and Promotions: Event, Exhibition and Promotion specific

campaigns that include theme ideation, pre-invitation mailers, stall backdrop
design, event collateral design, AV presentation, post-event mailers and gift
ideas.

13

Internal Communication: Campaign ideation and execution for internally

spreading specific messages like Customer Sensitivity, Employee/ Customer
Feedback, Training/ Induction, CSR, IT Awareness, Voice of Employee,
Employee Motivation etc.

Sales and Marketing Collateral: Newsletters, brochures, presentations, white

papers, case studies, data sheets, POP collateral, posters, etc

Web: Interactive website using various technology platforms, Search Engine

Optimization (SEO) and Search Engine Marketing (SEM) to drive traffic, and
online campaigns (banners, emailers, newsletters etc.) including pay-per-lead
email campaigns.

Direct Marketing: Communicating on a one-on-one basis with your target

audience through direct mailers, SMS campaign, telemarketing and other
traditional as well as innovative direct marketing tools.

The final frontier: Connecting with your target audience in the most effective way.
Each brand is unique. So how why should the medium be common? Long back, a
farmer in England, who used to rent out his cows to companies, came up with a
unique and an extremely effective marketing strategy. He sprayed company logos on
the cows. This helped the companies get recognition and visibility; increasing their
brand equity.

Media Planning: Planning a mix of media, a judicious blend of traditional and

innovative, in a way that it helps you break-through-the-clutter and reach out
to your target audience effectively.

Media Buying: Capabilities to buy media that best suits the strategy.
Moreover, ensuring that non-availability is never an obstacle in your path.

In a nutshell:
14

Coming to Eggfirst BBN India with a marketing problem is like going to a restaurant
when you're really hungry. There's everything you care for (End-to-end advertising
solutions). We offer a seven course meal (Research, Branding strategy, Creative
strategy, Creative rendition, Media planning, Media buying, Launch). With the
flavouring of your choice (Creative, direct, humorous, emotional...).
Every item on the platter gets our special attention - right from the time of
handpicking the raw materials till the time we lay it out for you.
First Course: Research
Second Course: Branding strategy
Third Course: Creative strategy
Fourth Course: Creative rendition
Fifth Course: Media planning
Sixth Course: Media buying
Seventh Course: Launch

Our Structure:
RMCV
CAW
eorcEeri
bptcsOdac
Dyoeie
euaae
vnrDP
etcPer
lMhlpe
oaas
pnnti
manmd
egie
nen
tmgt
e
n
t

The functions of each department can be explained in brief as follows:

15

Account Management Within an advertising agency the account manager or

account executive is tasked with handling all major decisions related to a
specific client. These responsibilities include locating and negotiating to
acquire clients. Once the client has agreed to work with the agency, the
account manager works closely with the client to develop an advertising
strategy. For very large clients, such as large consumer products companies, an
advertising agency may assign an account manager to work full-time with
only one client and, possibly, with only one of the clients product lines. For
smaller accounts an account manager may simultaneously manage several
different, though non-competing, accounts.

Creative Team The principle role of account managers is to manage the

overall advertising campaign for a client, which often includes delegating
selective tasks to specialists. For large accounts one task account managers
routinely delegate involves generating ideas, designing concepts and creating
the final advertisement, which generally becomes the responsibility of the
agencys creative team. An agencys creative team consists of specialists in
graphic design, film and audio production, copywriting, computer

programming, and much more.

Researchers Full-service advertising agencies employ market researchers
who assess a clients market situation, including understanding customers and
competitors, and also are used to test creative ideas. For instance, in the early
stages of an advertising campaign researchers may run focus group sessions
with selected members of the clients target market in order to get their
reaction to several advertising concepts. Researchers are also used following
the completion of an advertising campaign to measure whether the campaign
reached its objectives.

Media Planners Once an advertisement is created, it must be placed through

an appropriate advertising media. Each advertising media, of which there are
thousands, has its own unique methods for accepting advertisements, such as
different advertising cost structures (i.e., what it costs marketers to place an
ad), different requirements for accepting ad designs (e.g., size of ad), different
ways placements can be purchased (e.g., direct contact with media or through
16

third-party seller), and different time schedules (i.e., when ad will be run).
Understanding the nuances of different media is the role of a media planner,
who looks for the best media match for a client and also negotiates the best
deals.
Quick facts:

Founded in 1987

26 agency members from 32 locations

More than 1,500 brand and communication specialists

$568 million of gross billings and $85.2 million in revenues

Two delivery centres in India

Serving a mix of clients - from Fortune 500s to SMEs to start-ups

17

OBJECTIVE OF
STUDY

Conducting a study only to present report does not sound justifiable, there has to be
some noble objectives to it. This objective in every case is to gain full understanding
of the problem under study and make relevant comment upon them.
The main objective behind this study was to create consumer awareness towards the
existing services (Offered by Eggfirst) as well as new services (Mangopops
This project has primary and some secondary objectives which are mentioned below:
Primary Objectives:

Develop and test the service Mangopops

Create Brand awareness in the target customers regarding Mangopops
To generate sales for Mangopops

Secondary Objectives:

Development of promotional materials

18

 To meet prospective clients

To make changes in the service as and when required

19

MANGOPOPS
OVERVIEW

The work I did at Eggfirst mainly dealt with a very new and innovative service that
the agency was developing. The service is known as MANGOPOPS and is a fairly
new concept in terms of market exposure.
Mangopops is basically a service in digital aspect as it deals with the website of an
organization.Explaining Mangopops in brief, it is a chatsoftware that the company
(i.e.Eggfirst) installs on the website of the client and then provides a agent who solves
the queries and helps the visitors who visit the website of the client by providing them
the required information.
MangoPops is a unique service that provides live assistance to visitors on the clients
website through a simple live-chat mechanism. What that means is the clients can
now:
1. Engage the visitor by attending to him in real-time and instantly generate
leads.
2. Provide the feeling of a warm welcome to site visitors.
20

The lead-generation power of a websiteis often underestimated. A large number of

visitors to the website are actually prospects seeking information to evaluate the
product/service. Real-time assistance can do wonders in helping convert visitors into
leads.
The Features of Mangopops can be given as:

Live Online Support

A professionally trained person will engage in real-time with visitors on
clients website through a unique live chat.

Visitor Analytics
The clients get detailed reports about visitor's physical location as well as
reports about his visit on their website - the pages visited, the amount of time
spent on the website, etc.

Report Generation
The clients receive chat transcripts and other analytics as per their preference
- real-time or weekly.

Customization
The client has the complete freedom to design their own chat window that
goes with the look and feel of the website.

The Benefits of Mangopops can be given as:

Generate Leads
This unique service helps convert prospective site visitors into customers by
offering personalized attention and providing real-time assistance through the
live chat.

Provide a Warm Visitor Experience

Providing live customer support gives the visitor a warm welcoming
21

experience, enabling him to build confidence in the clients company and help
it gain trust of the visitor.

Make The Website 'Live'

Inactive websites often leave a bad impression on a visitor. Instant support
from an online support executive helps take care of this issue.

Reduce Website Abandonment

By providing visitors live help, the number of people leaving the website
halfway through reduces dramatically.

Understand Visitors
Review feedbacks and queries to create intelligent reports of customer
requirements.

Extremely Cost Effective

It's like having full time customer support executives working at a bare
minimum cost! Moreover, as sales and revenue from the website increase,
reduction of point of sale costs results in higher profitability.

Business Intelligence
The clientget detailed reports of all transcripts of every interaction. This can be
easily integrated into sales management or CRM systems.

High ROI
By generating more sales and providing better support, experience a higher
Return on Investment (ROI).

In a Nutshell:

Mangopops deploys live agents who chat real-time with visitors to the client

website.
Mangopops track the pages visitors have visited.
Track the physical location of the visitors.

22

Gives the client an analysis of the visits - the amount of time spent, the pages
visited, etc.

The Mangopops service can be divided into two parts as follows:

Software

Human resource

The software part was outsourced to a private firm which made the necessary changes
to the software as per our requirements.
For the Human resources (i.e. the agents who are supposed to chat online with the
visitors of the website) a rigorous selection process was carries out which included
two rounds of interviews as well as a practical test.
The Branding of Mangopops needed to be done so as to establish a name for the
service in the market. Hence various activities such as logo designing, e- mailers,
direct mails, word of mouth publicity, website development, presentations, etc were
developed with the help of the available in-house ad agency Eggfirst.
This helped the business development team to develop a brand image of Mangopops
and link it with the service. This gave an authorized look to the entire marketing
activity and was especially helpful in the selling aspect. The service had a complete
different identity of itself separating it from Eggfirst which helped in developing a
separate brand identity.
Few examples can be depicted herein as:

Logo

23

Fig: 1

24

E-Mailers

Fig: 2

Presentation:

Fig: 3

Website:

Fig: 4

Fig: 5

Visiting Cards:

Fig: 6

RESEARCH
METHODOLOGY

Managers need information in order to introduce products and services that create
value in the mind of the customer. But the perception of value is a subjective one, and
what customers value this year may be quite different from what they value next
year. As such, the attributes that create value cannot simply be deduced from common
knowledge. Rather, data must be collected and analyzed. The goal of marketing
research is to provide the facts and direction that managers need to make their more
important marketing decisions. To maximize the benefit of marketing research, those
who use it need to understand the research process and its limitations.
Definition:

According to Bery A careful investigation or inquiry specially through search

for new facts in any branch of knowledge.

Redman and Mory defined research as Systematized effort to gain new

Knowledge
Research Process:

Step 1:

Understanding the organization.

Understanding the scope of the project.

Formulation of plans to address the study objectives.

Studying service related details offered by Eggfirst & other competitors

Secondary data from previous refernces.

Step 2:

Designing of the sample from existing data base

Collective preparation for interview & questionnaire.

Preparing the data analysis plan including data base structure.

Step 3:

Collection of data by conducting interviews and questionnaire (primary data)

Step 4:

Area wise analysis & competitors mapping.

Analysis based on target customer feedback.

Analysis based on pricing.

Step 5:

Suggesting guidelines for improvement.

Presentation of findings.

The research was conducted in three phase. The various phases were as follows:
First Phase:
The researcher scanned various journals, magazines, monthly report, brochure,
internet and other secondary materials to gain insight in the company s operations. He
also studied various textbooks to achieve a thorough understanding of the concepts
related with market research.
The researcher also collected information from the staff of marketing department on
various issues concerning the project and other relevant information.
Second Phase:
The researcher collecting all pertaining data of the existing and potential buyers of the
company.
Judgment Sampling: The customers were ranging from bulk to medium as also were
casual and consonant, scattered over a large area. Judgment sampling was made in coordination with marketing team, so as to cover all major potential buyers.
Data collection:It is one of the most important aspects of marketing research and
study. The method used by the researcher for data Collection was a combination of
questionnaire and personal interviewing methods i.e. a structured questionnaire was
carefully prepared and to have larger and better response, personal and telephonic
interview method was adopted. The questionnaire consisted of wide range of

questions to cover all information regarding the end use of the service, type of service,
cost considerations, etc.
Data analysis: The collected data has been analyzed in order to get pertinent
information from the data. It has been done in the following steps:
1. Compilation and grouping of the data.
2. Editing of the data for ensuring the errors and omission in the data collection
process.
Tabulation: Charts were made, to draw meaningful inferences from the data
collected in the questionnaire.
Final Phase:
The researcher compiled the data collected in a systematic manner and analyzed it.
The researcher interpreted certain facts on the basis of the analysis, which he has
presented in the reports. The research is descriptive as well as analytical in nature.
The findings were then presented to the company in the form of a report to help them
brand and market their service.
The entire project was carried out for 2 months.

Information Collection:
Data includes facts and figures, which are required to be collected to achieve the
objective of the project.
The information needed to be collect can be classified into following two typesPrimary Data:
The data that is collected at hand and for the first time or to particularly fulfill
the objective of the project and happen to be original in nature is known as the
Primary data.
The primary data were collected through, project Managers, site managers, etc. and
managers of and site managers and survey was conducted through interview,
observation, and questionnaire prepared for them.

Secondary Data:
Secondary Data Secondary data are that type of data, which are already collected,
available, analyzed, or assembled by someone else. And need not to collected from
outside. These types of data were:

Company profile

Product profile

Competitor knowledge

The aforesaid data were collected through Internet and companys financial
reports, newspapers, and interior products magazines.
Data Collection Method:
For given project, the primary data was more significant. This type of information
gathered through survey technique, which is the most popular and effective technique
for correct data collection. The survey was completed with the use of questionnaires
and observations. There was questionnaire for survey of Project Managers, IT
Managers, etc.
Dealers and retailers as the elements of channel of distribution are the most significant
for the success of a building material product; they were taken under consideration as
the samples for the survey. The questionnaire is present further in the annexure.

Sampling:
Sample is the small group taken under consideration from the total group. The small
group represents the total group, in the project the market segment, which was ask to
be studied was B2B market but there was a limitation of the project to approach all
the Project Managers, IT Managers, etc. of the city.
Calculation of sample size is based on Judgment sampling technique for the project &
contact method is direct survey.

SampleSpace:Potential B2B Market in Mumbairegion

Samples : For Externalevaluation

Marketing Managers, Web site Developmentteam,etc
For Internal Evaluation
Office employees

Sampling Technique:Judgment Sampling

Sample Size: 20 Marketing Managers, Web site Development team, etc

20 Employees

Contact method: Direct Survey

Research Instrument:
I used questionnaire as research instrument to collect the requisite information for the
research. Questionnaire method was chosen because of its versatility.
Almost every market problems involves people. Therefore ideas relative to people and
its solution can be obtained by asking them about their problems.
This type has the advantage that the respondents do not know exactly what is being
measured and hence are not biased their answer to some extent.
My research design made it necessary for me to collect accurate data to achieve useful
result. For this reason I have decided to use primary source of data as well as
secondary data
Designing of Questionnaire:
Questionnaires are designed according to project requirement and company need. But
my main objective was to create the awareness of the companys product and to
generate the leads for the company, so that questionnaire was designed according to
gather data and find out the prospective corporate and SMEs.
Contact Method:
Personal as well as telephonic interview methods were used.

Personal Interview: A person known as interviewer asks question in face to

face contact to the other person.

Telephonic Interview: This method of collecting information consists in

contacting respondents on telephone itself.

The chief merits of such a system are

It is more flexible than other methods.

It is faster than other methods.

It is cheaper than personal interview.

Recall is easy.

There is higher rate of response.

Tools used for Data Analysis:

The next stage is that of data analysis. It is important to understand that raw data has
no usage in marketing research. Hence appropriate analytical tools must be used. The
most elementary is the arithmetic analysis using percentile and ratios. The information
available is analyzed in the form of pie charts.

ANALYSIS
And
INTERPRETATION

Internal Evaluation:

Q1. Do you think we should go ahead with the development of this service?
Response

Number of respondents

Percentage

Yes

18

90

No

10
Table: 1

Yes

No

10%

90%

Interpretation:
Most of the people in the organisation supported the decision for the launching of the
service. This was very important as majority of the employees supported the decision,
hence there was a lot of enthusiasm and lot of efforts were put in for the development,
branding and marketing of the service.

Q2. Is the name Mangopops suitable?

Response

Number of respondents

Percentage

Mangopops

13

65

Popping Egg
Chat-a-holic
Popfirst

2
2
3

10
10
15
Table: 2

Mangopops

Popping Egg

Chat-a-holic

PopFirst

15%
10%
10%

65%

Interpretation:
The naming of the service gave an impetus to the developing as well as the creative
team, as majority of the creatives (i.e. website, pamphlets, presentations, e-mailers,
etc.) that were to be developed involved the use of the name of the service. The name
gave a definite direction to the teams and hence was a factor in adding up to the
enthusiasm of the teams.

Q3. What features should we provide?

Response

Number of respondents

Good Software

16

Fast Connectivity
Report Generation
Customization
Location Analysis
Pages Visited

12
7
6
6
3
Table: 3

18
16
14
12
10
8
6
4
2
0

16
12
7

6
3

Interpretation:
The above question was introduced as a part of brainstorming for the features to be
added to the service. This opened up several options in front of the developing team
and also was useful in branding of Mangopops as everyone gave a reason for the
choice of their features and hence the aspects that were being taken into consideration
during the adoption of service were focused.

Q4. How should we promote Mangopops?

Response

Number of respondents

Website

17

E-Mailers
15
Previous clients
12
Face to Face Interactions 7
Pamphlets
5
Catalogues
3
Table: 4

18
16
14

17
15

12
10

12

8
6

Interpretation:
This again was a part of the brainstorming process used by the company to generate
ideas used for the promotion of Mangopops amongst the target audience. This allowed
the business development team to set up directions and to make plans for acting up on
the set plans. Also this allowed the creative team to make creatives according to the
suggested and accepted methods.

Q5. What kind of Industries should we target to sell this service?

Response

Number of respondents

Logistics

16

Hotels
Tourism
Export Houses

18
18
7
Table: 5

20
18
16
14

18

18

16

12
10

10

8
6
4
2
0

Logistics

Hotels

Tourism

Export Houses

Interpretation:
The data collected using this question was useful from the business development
aspect. The opinions of all the employees were taken into consideration and then
submitted to the account planning department who conducted further researches and
came up with the target class of customers. This allowed the business development
team to focus on the selected areas and hence customize the service accordingly.

Q6. Should we give a free trial version for this service?

Response

Number of respondents

Percentage

Yes

15

75

No

25
Table: 6

Yes

No

25%

75%

Interpretation:
The consideration of all the departments within the organization was taken into view
before conducting a promotional free trial of the service. This was essential to
consider that all the departments agree to provide a free trial and the output level from
all the departments is equally good as in original service. Also the cost aspect was
considered and the eventual outcome was majority of the respondents agreed upon
providing the free trial.

Q7. What kind of pricing strategy should be adopted?

Response

Number of respondents

Percentage

Monthly

15

Quarterly
Yearly
All

1
0
16

5
0
80
Table: 7

Monthly

Quarterly

Yearly

All

15%
5%

80%

Interpretation:
This was taken in consideration with the potential customers point of view. The
pricing was considered as it is a very essential element of the selling process. Various
options were considered according to the time level basis. Majority of the respondents
voted for inclusion of all the options as it gave a choice for the target customers.
Hence all the options were included in the eventual process.

External Evaluation:
Q1. Does your company own a website?
Response

Number of respondents

Percentage

Yes

18

90

No

10
Table: 8

Yes

No

10%

90%

Interpretation:
The data collected from this question was used to analyze the potential target
customers within a given region. The sample size was selected from a variety of
industrial fields and hence this analysis allowed the company to know the potential
market within the target industries.

Q2. Have you heard about Eggfirst Advertising and Design Pvt. Ltd.?

Response

Number of respondents

Percentage

Yes

12

60

No

40
Table: 9

Yes

No

40%
60%

Interpretation:
This allowed the firm to know its popularity in the target set of customers. This was
also used to know the effect of launching the new service under the brand name of
Eggfirst. The response amongst majority of respondents was positive, hence linking
Mangopops with Eggfirst was considered as a positive option in terms of marketing.
Also the sources of knowing Eggfirst were asked and this allowed the base firm (i.e.
Eggfirst) to know its own position in the market. The results of all the promotional
strategies used by Eggfirst were also verified by using this question.
Q3. Does your company have any facilities to interact with your customers online
(through website)?
Response

Number of respondents

Percentage

Chat Service

Feedback Forms
Callback Facility
Automated Mail Reply

3
1
2

15
5
10

None

13

65
Table: 10

Chat Service

Feedback Forms

Automated Mail Reply

None

5%

Callback Facility

15%
5%
10%

65%

Interpretation:
The analysis of this data was used to know the competition from various options
available to the companies to interact with the online customers. This also gave an
option to know the approach of companies to support online customers. Hence the
marketing of Mangopops was done on the aspects the company had neglected. Also
the analysis revealed that majority of the companies did nothing for online help of
customers which led to the reference that a large market share was untapped and
hence selling of the service was easily possible.
Q4. Have you heard of the new service launched by Eggfirst named MANGOPOPS?
Response

Number of respondents

Percentage

Yes

14

70

No

30
Table: 11

Yes

No

30%

70%

Interpretation:
This data allowed the company to know the awareness level of the service amongst
potential consumers. The data indicated that merely a few respondents knew about the
service and that the promotional strategies adopted by the firm for the service was not
entirely effective. This also led to the interpretation that the company either needs to
adopt a more aggressive and effective marketing strategy or needs to focus on the
current aspects heavily.

Q5. Do you know what exactly Mangopops does?

Response

Number of respondents

Percentage

Yes

15

75

No

25
Table: 12

Yes

No

25%

75%

Interpretation:
This data allowed the awareness about the functionality of the service and in what
sense the marketing was effective in its message to let know the potential customers
about the utility of the service. Also this led to a common suggestion within the
marketing team that more focus has to be given on the What it Does aspect of the
service.

Q6. Do you know any other company that provides chat services like Mangopops?
Response

Number of respondents

Percentage

Yes

19

95

No

5
Table: 13

Yes

No

5%

95%

Interpretation:
This data allowed the awareness of direct competition in the market and the customer
group who is under the competitions market share. The data revealed that majority of
the market was unaware about such a service and that the awareness of competitors
was minimal and that if necessary positioning of the service and appropriate
promotion was done the service would generate huge revenues through sales.

Q7. Have you tried the free trial provided by Mangopops?

Response

Number of respondents

Percentage

Yes

15

75

No

25
Table: 14

Yes

No

25%

75%

Interpretation:
The customer base that was aware about the availability of Mangopops, in majority
had tried its trial version and were pretty happy with the facilities it provided. This
was important to develop the confidence within the business development team and
hence gave a boost to the overall moral of the team.

Q8. Which of the following facilities are you aware of provided by Mangopops?
Response

Number of respondents

Real Time Chat

Customization
Report Generation

1
2

Visitor Location
Off- Site Agent Deployment

2
1
Table: 15

6
5

4
3
2

Interpretation:
This data gave an outlook into the user known facilities and hence more focus was
given to those areas which were more unknown to users. Features like Offsite agent
deployment, Customization were given more focus during presentations to clients so
as to let them know about these facilities.

Q9. Are you satisfied by the facilities provided by Mangopops?

Response

Number of respondents

Percentage

Yes

16

80

No

20
Table: 16

Yes

No

20%

80%

Interpretation:
Of the 5 respondents who said they have used Mangopops (trial) most of them were
satisfied with the facility provided by our team. The common response noted by
observation method was that the connection needs to be a bit more quick so that the
visitor visiting the site does not loose interest.

Q10. Are you happy with the pricing adopted by Mangopops?

Response

Number of respondents

Percentage

Yes

12

60

No

40
Table: 17

Yes

No

40%
60%

Interpretation:
The data collected in this case gave an insight into the customer view regarding one of
the most crucial ps of marketing mix, Price. Majority of the customers wanted a
reduction in the price of the service hence the business development team needed to
adopt a more competitive pricing strategy keeping in mind the view point of the
customer as well as their own needs.

FINDINGS

Eggfirst Advertising has developed a brand name amongst the industry for its
timely, efficient and creative services.

Majority of the potential clients are unaware of Mangopops.

The service facilities provided by Mangopops are up to the mark.

Promotion is carried out on a very low scale.

Majority of the customers are unhappy about the pricing policy of Mangopops.

Current Eggfirst clients are more willing to try out Mangopops.

Promotional strategy although on a low scale is effective to convince the

customers.

Presentations and demo is the best form of communication for Mangopops to

the potential customers.

There is high level of involvement of employees within Eggfirst about the

Development, Branding and Marketing of Mangopops.

Most of the target customers are unaware about the existence of service
facilities like Mangopops.

Industries which get majority of the their clients through websites like Export
houses, Logistics, etc are more interested in Mangopops than the rest of the
industries.

SUGGESTIONS
And
CONCLUSIONS

Suggestions:
Based on the work I did and the observations and findings of the research carried out
while the development of the service Mangopops, I came across certain aspects
wherein the company can be benefited if they focus on the following aspects
regarding Mangopops:

The testing of the service should be carried out for prolonged time duration
and should be carried out on the Eggfirst website.

The time lag in the service is very annoying for the end user and hence some
technical solution for the problem should be found out.

The pricing of the service is a major hindrance in selling the service to the
potential customers, hence a promotional scheme (at least in the introduction
stage of the service) should be undertaken like offering some price discounts
so as to boost up the sales and cover any losses occurring in the initial stages
of development and testing.

Previous references (i.e. clients of Eggfirst) should be given some special

feature like extra facilities or free increased trial period so as to let them know
of the service and increase awareness amongst target customers.

As there is very little competition in the market regarding this kind of services,
the business development team should reach out to more and more number of
target clients and let them know about the service.

Also a mega launch of the service can help as all the target customers will be
present at the same time and hence awareness levels will increase eventually
resulting in more number of sales.

The approach of the business development team regarding the selling of the
service has been hap hazardous and a proper systemized approach regarding
selection of the industries should be considered.

More focus should be given on the industries who get their majority of the
businesses from their website, because these are the clients who get easily
convinced and are willing to shell out the demanded amount without much of
bargaining.

The marketing team must make more efforts to link the service with Eggfirst
advertising as Eggfirst is a well-versed name in the industry and majority of
the client base have trust on the services and facilities they provide.

Conclusion:
Launching a new product or service is a costly, complicated and multi-faceted
challenge that can turn into a monumental success or an embarrassing failure.
The project was carried out on the basis of objectives set and with the help of the
research carried out. The projects gave me an insight into the actual theories of
management and helped me view their prospective in real life.
Concluding, I would like to say that the service Mangopops was launched
successfully and appropriate strategies were designed and applied to promote
Mangopops. Also a thorough testing of the service was done and accordingly
appropriate changes were made to suit the needs of the end user.
Certain aspects like the development of website, e-mailers, presentations, visiting
cards, brochures, etc helped in the promotion of the service and build up a brand name
for itself.
Also the research carried out helped in understanding of the mindset of the employees
as well as the target set of customers. The findings from the research were used to
improve the service and help in the development of the service.

LIMITATIONS

In market research study, the collection of correct data and other relevant materials are
required but the data collection depends upon the researchers and the respondents to
that data. Hence it is imperative that some drawbacks and limitations are bound to
exist in the study. These limitations are,

Improper knowledge:
In some cases I have observed that after asking questions to concerned person,
he gives wrong answers to questions and says that he doesnt know.

Non co-operative Respondents:

Sometimes it happens that even after taking prior appointment they refuse to
meet due to work overload, lack of time or any other reason. In some cases it
happens that respondent denies giving information and may also give
purposefully wrong information.

Human Factors:
Sometimes it also happens that researchers ask something and the respondents
perceive something else. This happens due to human limitation like behavior,
attitude and perception.

Area of Limitation:
This study was limited to Mumbai area, but the findings may differ from the
other parts of India where I have not visited.

BIBLIOGRAPHY

Books:

Marketing Management, by Philip Kotler, the Millennium Edition, Prentice

Hall Publication

Research Methodology by C.R Kothari

Services marketing and management by Audrey Gilmore

Advertising Management text and cases by U.C Mathur

Reference journals provided by the company

Websites:

www.afaqs.com
www.eggfirst.com
www.mangopops.com
Intranet within the organization

ANNEXURE

Questionnaire:
Questionnaire for internal evaluation (within the company, used during development
of service before the launch for deciding on the branding aspect)
Name:_____________________________________________________________________
Designation: __________________________________________________________
Address: _____________________________________________________________
Phone No.: ___________________________________________________________

Q1. Do you think we should go ahead with the development of this service?

a) Yes

b) No

If No Specify: _________________________________________________________

Q2. Is the name Mangopops suitable?

a) Yes

b) No

If not suggest any alternative

Name(s):_____________________________________________________________

Q3. What features should we provide?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

Q4. How should we promote Mangopops?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

Q5. What kind of Industries should we target to sell this service?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

Q6. Should we give a free trial version for this service?

a) Yes

b) No

Q7. What kind of pricing strategy should be adopted?

a) Monthly

b) Quarterly

c) Yearly

d) All

Q8. Should the current Eggfirst clients be given any preference?

a) Yes

b) No

If yes specify why: _____________________________________________________

Q9. How should we launch Mangopops?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

Remarks/Any suggestions:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

Questionnaire for External evaluation (i.e. outside the company. Used after the launch
of product to focus on a particular method for marketing)
Name: _____________________________________________________________________
Company Name: ______________________________________________________
Designation: _________________________________________________________
Industry Type: ________________________________________________________
Address: _____________________________________________________________
Phone No.: ___________________________________________________________

Q1. Does your company own a website?

a) Yes

b) No

Q2. Have you heard about Eggfirst Advertising and Design Pvt. Ltd.? If yes then from
what source?
a) Yes

b) No

Business Reference

Personal Reference

Presentations

Website

Any other (specify) _______________________________________________

Q3. Does your company have any facilities to interact with your customers online? If
yes specify?
a) Yes

b) No

Chat service

Feedback forms

Callback facility

Automatic mail reply

Any other (specify) _______________________________________________

Q4. Have you heard of the new service launched by Eggfirst named MANGOPOPS?
If yes then specify from which source?
a) Yes

b) No

Website

E-mailers

Mails

Personal references

Business references

Any other (specify) ______________________________________________

Q5. Do you know what exactly Mangopops does?

a) Yes

b) No

Q6. Do you know any other company that provides chat services like Mangopops? If
yes specify?
a) Yes

b) No

For yes: ______________________________________________________________

Q7. Have you tried the free trial provided by Mangopops?

a) Yes

b) No

Q8. Which of the following facilities are you aware of provided by Mangopops?

Real time chat

Provides off site agent deployment

Tracks visitors location (both physical and online)

Report generation for clients

Customization

Q9. Are you satisfied by the facilities provided by Mangopops? If No then specify the
add-on requirements.
a) Yes

b) No

For No: ______________________________________________________________

Q10. Are you happy with the pricing adopted by Mangopops? If no then specify
a) Yes

b) No

For No: ______________________________________________________________

Remarks/Any suggestions:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________