Pankaj Final Project Reprot..........

AN PROJECT REPORT
ON
ADVERTISING & PROMOTIONS IN PUNE & ITS MARKET
POTENTIAL
BY
Pankaj Manshani (IBS PUNE)
FOR
A9 ADVERTISING & MARKETING PVT.LTD
Interim Report: 2012
Distribution List: INDUSTRY GUIDE: MR.SACHIN JAISWAL Date of Submission: 26 th April, 2011
ACKNOWLEDGEMENT I owe a great deal to A9 ADVERTISING & MARKETING PVT.LTD for laying the building blocks of knowledge in my life which has helped me today to mold it into a dynamic format and in lucid language. I am lucky to get inspiration, motivation, guidance of admirable people and friends.
I would like to express my profound thanks to my INDUSTRY Guide, Mr.SACHIN JAISWAL, (EXECUTIVE DIRECTOR) for guiding and extending help throughout my project period, by constantly discussing the project matter and helping me in clarifying my doubts and providing a meaning full insight into the subject. I also wish to place Mr ,ANTHONY PILLAI (CEO , MD) deep sense of
gratitude for providing me an opportunity to take up this project and giving me a platform which has formed the first step of my professional career. Their beneficiary and imperative recommendation was dynamic in making this project feasible.
ICFAI Business School, Pune
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At last I am also thankful to my friends, to all known and unknown individuals who have given me their constructive advise, educative suggestion,
encouragement, co-operation and motivation to prepare this report.
ABSTRACT
The Project undertaken at A9 ADVERTISING AND MARKETING PVT LTD is an endeavor to ADVERTISING & PROMOTIONS
IN PUNE & ITS MARKET
POTENTIAL and in particular to study the analysis of Indian advertising

agencies. I joined A9 ADVERTISING AND MARKETING PVT LTD for an project program and had limited theoretical knowledge of the related subject. I thank my my Company Mentor for giving me an opportunity to learn the subject and gain detailed knowledge of it. I am highly thankful for giving me an opportunity to learn the company environment, its working and the in-depth
knowledge of diff subs such as marketing and operations. I started my project with understanding the basic concepts of and marketing covering all sectors. advertising
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Table of content Introduction about company Research methodology Product and services Market research Swot analysis.. Packaging.. A9 events.. Business development and marketing strategies. Conclusion.
Page 4
Methodology
Primary information :Company website Company data(world file ppts) Internal employees of company
Secondary information and bibliography

ICFAI Business School, Pune Page 5
www.wikipidia.com www.google.com www.bing.com www.niemd.com
INTRODUCTION
About the Company A9 advertising and marketing pvt ltd is Indias growing integrated marketing communication group has a fierce and young team which consist of many creative and hardworking minds. A9 capture a good share of market in short period of time and is already looking for plans in expansion in Mumbai , Nagpur ,Aurangabad etc.
A9 believes in CODE Customer delight Original ideas and creativity maximus Exclusively involving customer in the process. :
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Full Service Advertising, Designing & Marketing Company Wide Range Services Provider National & Local Clientele Coverage Young, Dynamic & Experienced Staff Heavy Media Tie-ups..
Structure Managing Director , CEO - .Mr. ANTHONY PILLAI Executive Director:- Mr .SACHIN JAISWAL Strategic Manager :Ms Dimple Kumari The office of the company is located at DHOLE PATIL ROAD SHANKAR
PARVATI CHAMBERS
Page 7
ADVERTISING
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid forby sponsors and viewed via various media; including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies.Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement . Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. In 2010, spending on
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advertising was estimated at more than $300 billion in the United States [1] and $500 billion worldwide [ .
Outdoor Advertisings Media Planning & Buying Print & Design Hoardings Buses Auto Rickshaws TV Channels Internet Newspapers Media Publicity Radio Graphic Design Creative Writing Cover Design Magazines Layout Logo Design & Identity Insertions Banners Catalogs
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Brochures Sales Flyers Product Design Business Cards
MARKET RESEARCH
Market
research is
any
organized
effort
to
gather
information
about markets or customers. It is a very important component of business strategy. The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets. Market Research is the key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition. Market research,as defined by the ICC/ ESOMAR International Code on Market and Social Research, includes social and opinion research, [and] is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.
Purpose of Market Research

Determine the profitability of the market Determine what customers want and need in the market
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Determine if there are already products available that are popular in the market Determine how the top rated websites in the market are selling the hot products that you find. Back engineer the selling strategies of the most profitable websites in the market Determine which websites dominate your market and why Determine how the most popular websites in the market make money Determine profit potential in the market
Sectors To Target
REAL ESTATE With around 1.1 billion people, India is the second most populous country after China and it is expected to overtake it by 2030. Its economic transformation over the past decade has pushed up real GDP growth to an average of 6 per cent per annum since 1992. India is emerging as an important business location, particularly in the services sector. Its favourable demographics and strong economic growth make the country an attractive place for property investors, given that demand for property is determined chiefly by business development and demographic trends.
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EDUCATIONAL SECTOR Over-regulated and under-governed best describes the largest sector in India Education (IES). In a failed public education system, aspirations are meeting affluence and taking private IES through a phase of Price Discovery. Ironically, the gargantuan potential (estimated private spend of US$50bn; $80bn by 2012) is trapped!
JEWELLERY SECTOR
The countrys organised retail jewellery sector is growing by 30-40 per cent annually, thanks to the rising brand consciousness among the masses. However, it still accounts for a measly three per cent of the consolidated jewellery retail space, which is estimated at Rs 70,000 crore.
RESTAURANT AND CAFES

FTAs in India during 2010 were 5.58 million with a growth rate of 9.3 per cent as ... The terms hotel includes restaurants , beach resorts and other tourism
IT SECTOR
The economic effect of the technologically inclined services sector in India accounting for 40% of the country's GDP and 30% of export earnings
RETAIL SECTOR
The Indian retail industry is divided into organised and unorganised sectors. Organised
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retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned general stores, paan/beedi etc
QUESTIONAIRE :
What is the prime product of the organization?
What are the features and uses of the product ?
What are the usps(unique selling point) of the product and how it is different from compititors?
What is the price range of the product ? what kind of packaging is used ?
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Who are the potential customers of your organization?
Have your organization went for any advertisement in the recent past? If ans is no to above question then what type of advertising you wish to go for the advertisement?
Indoor outdoor
Radio hoardings
Tv bill boards
Newspaper buses ,autorickshaws
Brouchers ,leaflets etc
What budget your organization wish to allocate for the advertising ?
10000-50000 100000
50000-
100000-500000 1000000
500000-
100000 and above
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What kind of other promotions does the organization does during special events, festivals?
Do you wish to go for a A9 advertising Pvt Ltd (an advertising agency) to promote and increase foot falls(walk ins)?
If ans is yes then what are your expectations?
Would u like to go for QUATERLY PACKAGE that A9 advertising pvt ltd is offering ?
(FOR THIS QUESTION GO TO PROJECT OF PACKAGING FOR A9)panks
IMP POINTS FOR MARKET RESEARCH
1. All interns must collect the visiting cards from the different organizations. 2. All interns must have their visiting cards and kit . 3. All interns must be through the products and services of a9.
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4. All interns must wear decent clothes and properly groomed. 5. Should try to generate leads and take some requirements. 6. While doing analysis all must see the common factors for the organizations. 7. After the research must draw the pictorial graphic presentation and analyze accordingly (depends what kind of research motto is there)..
QUESTIONS FOR CUSTOMER LOYALTY PROGRAM 1. How does your organization maintains database for customers/sales /purchases? 2. Which method does ur organization uses for maintain database? 3. How does your organization track the details of the customer if he/she visits the shop again? 4. Have your organization planned any reward/loyalty program ? 5. What special discounts / promotions the organization does during festive season? 6. Walk in customer / day 7. Expectations if you go for any advertising agency?
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SWOT ANALYSIS The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations. SWOT is an acronym for Strengths, Weaknesses, Opportunities, Threats. Information about the origins and inventors of SWOT analysis is below. The SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition, or any other idea. Completing a SWOT analysis is very simple, and is a good subject for workshop sessions. SWOT analysis also works well in brainstorming meetings. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and research reports. You can also use SWOT analysis exercises for team building games. See also PEST analysis, which measures a business's market and potential according to external factors; Political, Economic, Social and Technological. It is often helpful to complete a PEST analysis prior to a SWOT analysis. See also Porter's Five Forces model , which is used to analyse competitive position. Here is a free SWOT analysis template worksheet (in MSWord). And the same free SWOT analysis tool in pdf format. A SWOT analysis measures a business unit, a proposition or idea; a PEST analysis measures a market.
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MEANING :
Strengths A strength is a resource or capacity the organisation can use effectively to achieve its objectives.
Weaknesses A weakness is a limitation, fault, or defect in the organisation that will keep it from achieving its objectives
Opportunities An opportunity is any favourable situation in the organisation's environment. It is usually a trend or change of some kind or an overlooked need that increases demand for a product or service and permits the firm to enhance its position by supplying it.
Threats
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A threat is any unfavourable situation in the organisation's environment that is potentially damaging to its strategy. The threat may be a barrier, a constraint, or anything external that might cause problems, damage or injury.
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Strengths (internal) Weaknesses (internal)
1. The agency does not offer a
mentoring program
1. The agency has an experienced and
2. The agency lacks the technology
dedicated workforce workforce planning
tools to be more efficient updated
2. Senior management is committed to 3. Human resource staff are easy to
3. Procedural manuals need to be 4. The current workforce is not very
work with and willing to try new recruitment ideas certification
racial/ethnic diverse
5. Salary issues 6. No refreshments from company
4. 50% of the staff hold a professional 5. Friendly and cordial work
side like tea n coffee
environment. heights.
7. No petrol and travelling
allowance to the executives journals in the organization management team.
6. Ideas supported and creativity on
8. No newspapers and knowledge 9. Lack of leadership skills in
Opportunities (external)
1. New information technology tools
Threats (external)
1. The demand for workers in the
can provide quicker data sharing between agencies and client information retrieval with other agencies
field exceeds the supply of potential workers
2. There are job sharing opportunities 3. A large number of retired baby
2. There is less federal money
available for training grants have been limited by the organization
boomers are considering returning to the workforce on a part-time basis internship opportunities for their students by providing them max benefits. activities..
3. Budget and full-time positions
4. Universities are looking for
4. Educational institutions are
reducing the number of courses offered in this field been declining steadily . may leave any time.
5. Crack the clientele of competitors 6. Events expo, films jingles, outdoor
5. The number of ad agencies has 6. Job security not there , employees
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Suggestions: 1: lacking of funds otherwise we would have done much better.
2: no creditability is given to clients so its very difficult to hold big clients. 3: content auditing dept should be there to be perfect. 4: perfect training program and new methods should be introduced. 5: induction program for new employees. 6: a9 diaries and pens (sales kit) proper and on time. 7: employee grooming and discipline 8: tie ups with the vendors. 9: proper vendor manager should be there and who must know everything about media 10: motivation should not be converted to over confidence..Each one should think down to earth. 11: monetary rewards should be there to motivate the employees and trainees. 12: lack of positive attitude in employees and should not be based on new entrant in market. 13: advertisement for a9 and future solutions 14: fun activity every weekend 15: own work station for every one 16: set target everyday in morning
Packaging
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Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, and institutional, industrial, and personal use.
One major reason as to why packaging is done by most manufacturers is to attract consumers to purchase the product. The appearance of a product is used by manufacturers and marketers to influence a consumer to buying it. Companies usually invest a lot in packaging as this brings in higher returns when compared to other modes of advertising. The size, colors used, the brand, shapes and other illustrations used all help create an attractive product that is able to market itself. Packaging has become an influencing factor for most consumers when they are deciding on what product they want to buy. A product may have great features but it may not necessarily yield better returns when compared to a similar product with the same features but which is better packaged. It also makes it convenient to handle some products especially when they are put together in stacks, enclosed or put in cartons. Distributors find it easier to handle products that are properly packaged rather than those that are dispersed and scattered everywhere. It helps save time and energy for them while they are distributing them to retailers.
Increase profits with packaging
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Most of the time, business owners focus their efforts on improving their profitability on advertising and sales promotion. Packaging is sometimes overlooked as tactic in increasing profitability. Some business owners never thought of packaging as could be their means of increasing their profit aside from a material and just a protection to their product. But packaging has the capability to reduce costs and increase profits through the entire product supply chain.
ADVANTAGES : Protection
The basic benefit of packaging is the protection of goods to be sold. It prevents damage during transport and storage from the elements, vibration and compression through a physical layer of protection.
Information Packaging can provide information to a consumer regarding the product contents. This information may be promotional, factual or mandated by consumer law. Containment
Products that contain multiple items use packaging to keep all items contained prior to purchase. Product containment also allows a product to be sold in larger quantities. Packaging can control the size and quantity of a product. Portion control helps control inventory, create product consistency and can help regulate prices. Packaging is the front line of marketing. Through design and marketing communications, packages can help sell a product and differentiate it
Size and Quantity
Marketing
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from similar products. The packaging can also help promote product branding. Security
Product security can be provided through packaging. Packing can make items tamper-resistant, can help reduce theft and can help prevent harm from dangerous products.
What Is Packaging & Advertising in Business Promotion?
Packaging is an integral part of business advertising, and most advertising campaigns involve packaging plans and designs, as long as the company deals with products. Other key features of advertising revolve around the product itself and use its packaging to the best advantage; the two are usually inseparable. One of the most important goals for proper packaging and advertising is to promote the business in positive and favorable ways. Materials
o
Materials are very important for packaging and advertising. First, packaging gives a clear idea of what kind of business is in charge of the product. Clear plastic or shrink-wrapped products give an idea of a larger company that mass produces items, while product packaging that uses paper tends to give a more homemade, local feeling. Materials also dictate what kind of labels can be printed on the packaging because printers treat different materials differently. Packaging is almost always used for branding. The business "brand" is the logo and key colors or designs of the business that the company wants to associate with itself and its positive qualities. Most advertising revolves around the company brand, and packaging is designed to include the logo, or at least colors and lines that remind the customer of the business brand.
Branding
o
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Specific Qualities
o
Packaging and the labels that are printed on the packaging are an excellent way to advertise specific features of the product. This is especially useful if the company tries to appeal to a certain market segment. A business that wants to target the ecoconscious consumer might create packaging that underlines the recycled ingredients in the product or its naturally green features. Packaging is also used to inform. While many people consider this a simple requirement of the packaging, and many types of information are required, businesses see this information as another way to attract customers. Packaging that includes useful information and ingredients gives the idea of an honest company that wants its customers to know everything they can about the product before they buy it. Packaging and nearby advertising, such as fliers, billboards or the tables and product displays in a store, are often used to advertise various types of discounts. While discounts must be used carefully, when chosen properly they show consumers that a high-quality item can be bought at an attractively low price.
Ingredients
o
Discounts
o
A9 QUATERLY ADVERTISING PACKAGES: (April- June) 1. FOR JEWELLERY date s april even t sum mers radi o 50 ads toi 15 da lokm at 21da pudha ri 16days saak al 12 ic c w ee hoardi ng Designi ng Broucher s,leaflets
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10 sec ys ys ke nd ,insertion s
may
wedd ings
50 ads 10 sec
20 da ys
21da ys
16days
12-15
w ee ke nd
yes
June
wedd ings
75 ads 10 sec
20 da ys
21da ys
16days
w ee ke nd
insertion s
July
Guru purni ma
25 ads 10 sec
15 da ys
14da ys
16days
w ee ke nd
2. FOR REAL ESTATE dat es apri l event summe rs radi o 60\a ds 10 sec Toi 15 days lok mat 21da ys pudh ari 16da ys saa kal 12 icc weeke nd hoard ing Designi ng
brouch er leaflets , insertio ns
ma y
weddin gs
120 ads 10
20 days
21da ys
16da ys
1215
weeke nd
yes
insertio n 2 times
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sec
in month
jun e
weddin gs
60 ads 10 sec
20da ys
21da ys
16da ys
weeke nd
YES
insertio ns (leaflet s) 1 time
Jul y
Guru purnim a
120 ads 10 sec
15da ys
14da ys
16da ys
weeke nd
INSERTI ON
3.EDUCATIONAL INSTITUTES, CLASSES ETC.
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apri l
summers
50ad s 10 sec
15 days
21day s
16day s
12
weeken d
Brouchers,leaflets,insertio n (FB)
may
wedding s
50 ads 10 sec
20 days
21day s
16day s
12 15
weeken d
ye s
FB
jun e
wedding s
75 ads 10 sec
20day s
21day s
16day s
weeken d
Insertions FB
July
Guru purnima
25 ads 10 sec
15day s
14day s
16day s
weeken d
FB
Date s April
4.Restaurants and cafes event radi toi lokma o t summers 60ad s 10 sec 12day s 21day s
pudha ri 16days
saak al 12
icc weeken d
hoardi ng
Desig
Brouch n
May
wedding s
60 ads 10
16 days
21day s
16days
12-15
weeken d
yes
FB
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sec
June
wedding s
60 ads 10 sec
20day s
21day s
16days
weeken d
yes
Inserti FB
July
Guru purnima
60 ads 10 sec
12day s
14day s
16days
weeken d
Note: rates are subjected to change according to the changes in market
Some important points: (usp- unique selling points): 1. A 9 can offer discounts up to .. Percent. 2. One can provide early bird discounts. 3. One can give gifts or some additional benefits. 4. cup prints, T-shirts prints, key chains etc 5. Promotional events (annual) free for the long term clients. 6. Balloon promotion, national TV ads,3d ads etc at great discount. 7. Additional discounts and benefits.
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A9 Events Event management is the application of project management to the creation and development of festivals, events and conferences. Event management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. Post-event analysis and ensuring a return on investment have become significant drivers for the event industry.[1] The recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc. Events and festivals, such as the Asian Games, have a large impact on their communities and, in some cases, the whole country. The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business people. Many industries, charitable organizations, and interest groups will hold events of some size in order to market themselves, build business relationships, raise money or celebrate.
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Services Event management companies and organizations service a variety of areas including corporate events (product launches, press conferences, corporate meetings and conferences), marketing programs (road shows, grand opening events), and special corporate hospitality events like concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial events, private (personal) events such as weddings and bar mitzvahs. Clients hire event management companies to handle a specific scope of services for the given event, which at its maximum may include all creative, technical and logistical elements of the event. (Or just a subset of these, depending on the client's needs, expertise and budget).
Event manager The event manager is the person who plans and executes the event. Event managers and their teams are often behind-the-scenes running the event. Event managers may also be involved in more than just the planning and execution of the event, but also brand building, marketing and communication strategy. The event manager is an expert at the creative, technical and logistical elements that help an event succeed. This includes event design, audio-visual production, scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession. The event manager may become involved at the early initiation stages of the event. If the event manager has budget responsibilities at this early stage they may be termed an event or production executive. The early stages include:
Site surveying
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Client Service Brief clarification Budget drafting Cash flow management Supply chain identification Procurement Scheduling Site design Technical design Health & Safety
An event manager who becomes involved closer to the event will often have a more limited brief. The key disciplines closer to the event are:

Health & Safety including crowd management, Logistics Rigging Sound Light Video Detailed scheduling Security
As an industry Event Management is a multi-million dollar industry, growing rapidly, with mega shows and events hosted regularly. Surprisingly, there is no formalized research conducted to assess the growth of this industry. The industry includes fields such as the MICE (Meetings, Incentives, Conventions and Exhibitions), conferences and seminars as well as live music and sporting events.
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The logistics side of the industry is paid less than the sales/sponsorship side, though some may say that these are two different industries.
Technology Event management software companies provide event planners with software tools to handle many common activities such as delegate registration, hotel booking, travel booking or allocation of exhibition floorspace.
Education There are an increasing number of universities which offer courses in event management, including diplomas and graduate degrees. In addition to these academic courses, there are many associations and societies that provide courses on the various aspects of the industry. Study includes organizational skills, technical knowledge, P.R., marketing, advertising, catering, logistics, decor, glamor identity, human relations, study of law and licenses, risk management, budgeting, study of allied industries like television, other media and several other areas. Certification can be acquired from various sources to obtain designations such as Certified Trade Show Marketer (CTSM), Certified Manager of Exhibits (CME), Certified in Exhibition Management (CEM), Global Certification in Meeting Management (CMM), Certified Meeting Professional (CMP) and the Certified Special Event Professional (CSEP).
Career opportunities are in the following Industries : 1. 2. 3. 4. 5. 6. Event Management Event Management Consultancy Hotel, travel and hospitality Industries Advertising Agencies Public Relations Firms Corporations
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7. 8. 9. 10. News Media Non-profit organization Integrated Marketing & Communications Event Budgeting and Accounting
Categories of Events Events can be classified into four broad categories based on their purpose and objective: 1. 2. 3. Leisure events e.g. leisure sport, music, recreation. Cultural events e.g. ceremonial, religious, art, heritage, and Personal events e.g. weddings, birthdays,
folklore. anniversaries.Organizational events e.g. commercial, political, charitable, sales, product launch, expo.
Volunteer registration form
Name: Age: Highest qualification: Pursuing qualification (which college):
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What do you know about events?
Any experience in events (if yes then what kind of events):
Ph no: Email id:
B U S I N E SS DEVELOPMENT AND MARKETING STRATERGIES
Executive Summary
A9 advertising and marketing pvt ltd is Indias growing integrated marketing communication group has a fierce and young team which consist of many creative and hardworking minds. A9 capture a good share of market in short period of time and is already looking for plans in expansion in Mumbai , Nagpur ,Aurangabad etc.
A9 believes in CODE Customer delight Original ideas and creativity maximus
Page 35

Delivering results oriented solutions. Exclusively involving customer in the process.
About the company
Full Service Advertising, Designing & Marketing Company Wide Range Services Provider National & Local Clientele Coverage Young, Dynamic & Experienced Staff Heavy Media Tie-ups..
Products & Services

Outdoor Advertisings Media Planning & Buying Print & Design Hoardings Buses Auto Rickshaws TV Channels Internet Newspapers Media Publicity Radio
Page 36

Graphic Design Creative Writing Cover Design Magazines Layout Logo Design & Identity Insertions Banners Catalogs Brochures Sales Flyers Product Design Business Cards Printings Web Designing And Much More
A9 tie ups

Sakal Times Of India IBN Lokmat Star TV Zee Marathi
Page 37

Saam TV ICC Cable Radio City And Many More..
A9 coverage

Sakal Times Of India IBN Lokmat Star TV Zee Marathi Saam TV ICC Cable Radio City And Many More..
Business strategy
strategy is management's game plan for strengthening the performance of the enterprise.It states how business should be conduct to achieve the desired goals. Without a strategy management has no roadmap to guide them. Creating a business strategy is a core management function.It must be said that having a good strategy and executing the strategy well, does not
Page 38

guarantee success. Organisations can face unforeseen circumstances and adverse conditions through no fault of their own.
SOME STRATERGIES FOR A9 ADVERTISING AND MARKETING PVT LTD.
1. TIE UPS WITH ALL THE NEWS PAPERS TO ENSURE SMOOTH RESPONSE FROM CUSTOMERS AND SUPPLIERS 2. CREDIT PERIOD FACILTY SHOLD BE GIVEN IF FINANCIAL POSITION GETS STRONG IN THE COMING QUARTERS 3. EMPLOYYES SHOULD FOLLOW PROPER DRESS CODE AND BE OBIDIENT AND DISIPLINED 4. FOR THE EMPLOYEE HOLD COMPANY MUST MAKE EMPLOYEES TO SIGN A BOND ,IF SOMEONE TRIES TO BREAK THE BOND MUST HAVE TO PAY THE FINE UNDER LEGAL RESTRICTIONS(GENIUNE CASES MUST BE CONSIDERED)
Page 39
MARKETING PLANS 1. PROPER RESEARCH SHOULD BE DONE BY IDENTIFYING THE SECTORS
2. AFTER RESEARCH ONE MUST ANALYSE THE DATA AND TRY TO UNDERSTAND THE MARKET AND THEN GO FOR SALES.
3. THE STAFF SHOULD BE YOUNG AND DYNAMIC FULL OF ENTHUSIASM
4. PROPER GUIDANCE SHOULD BE GIVEN TO THE RESEARCHERS
5. COMPANY MUST GO FOR ITS ADVERTISING IN NEWS PAPERS AND LOCAL TV I.E ICC ETC
6. A9 IDEAS .COM SHOULD CREATE A SIGNIFICANT IMPACT IN THE MINDS OF YOUTH WHICH WILL CREATE THE SENSE OF AWARENESS INTO PEOPLE ABOUT THE COMPANY
MARKET POTENTIAL AND INCREASING SALES APPROACH
STEPS TO BE TAKEN:
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1. ANALYSIS OF RESEARCH
2. VISTING ON COLD CALLS AND WARM CALS
3. EVENT PROMOTIONS, SOCIAL GATHERING FOR CLIENTS
4. GIVING GOOD DEALS TO CLIENTS
5. PRODUCT INFORMATION
6. TRAINING AND DEVELOPMENT (new marketing executives)
Conclusion: Advertising and promotions are an integral and very important part of any organization. Advertising with almost all kind of medias are done in A9 ADVERTISING PVT LTD. A9 deals with vast range of products i.e media and believes in delivering the services to the best. Market research is systematic and organized way of conveying any information to the core with proper facts
Page 41

Swot analysis should be conducted time to time in order to determine the exact position of the company Event management is something where managing abilities are challenged Packages are new in market and should be pitched as the prime products of the company.
Market potential of an advertising agency is really huge in the city of PUNE .As there are many advertising agencies in the market but through this project I have learnt about how actually media planning is done and how budgeting part is done in order to generate huge amount of business Proper coordination and employee dedication in any organization is the crucial part. So A9 has joined hands with its employees to focus on growth, co-ordination and better prospects of the company. A9 is working very hard and growing its market in the city of Pune and with this progress they have reached a benchmark in a short period of time.A9 is also planning to open a new branches in MUMBAI and other regions of Maharashtra.
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AN PROJECT REPORT

ADVERTISING & PROMOTIONS IN PUNE & ITS MARKET

Pankaj Manshani (IBS PUNE)

A9 ADVERTISING & MARKETING PVT.LTD

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

encouragement, co-operation and motivation to prepare this report.

IN PUNE & ITS MARKET

POTENTIAL and in particular to study the analysis of Indian advertising

ICFAI Business School, Pune

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

Secondary information and bibliography

Interim Report: 2012

www.wikipidia.com www.google.com www.bing.com www.niemd.com

ICFAI Business School, Pune

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

Purpose of Market Research

ICFAI Business School, Pune

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

RESTAURANT AND CAFES

ICFAI Business School, Pune

Interim Report: 2012

What is the prime product of the organization?

What are the features and uses of the product ?

ICFAI Business School, Pune

Interim Report: 2012

Who are the potential customers of your organization?

Newspaper buses ,autorickshaws

Brouchers ,leaflets etc

What budget your organization wish to allocate for the advertising ?

100000 and above

ICFAI Business School, Pune

Interim Report: 2012

If ans is yes then what are your expectations?

(FOR THIS QUESTION GO TO PROJECT OF PACKAGING FOR A9)panks

IMP POINTS FOR MARKET RESEARCH

ICFAI Business School, Pune

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

ICFAI Business School, Pune

Interim Report: 2012

1. The agency has an experienced and

2. The agency lacks the technology

dedicated workforce workforce planning

tools to be more efficient updated

2. Senior management is committed to 3. Human resource staff are easy to

3. Procedural manuals need to be 4. The current workforce is not very