A

PROJECT REPORT

ON

“MARKET OPPORTUNITY ANALYSIS IN PUNE”

FOR

MALHAR COMMUNICATIONS

SUBMITTED TO UNIVERSITY OF PUNE

IN PARTIAL FULFILMENT OF 2 YEARS FULL TIME COURCE

MASTERS IN BUSINESS ADMINISTRATION (M.B.A)

SUBMITTED BY

PUNAM LANDE

(BATCH- 2006-2008)

Bract’s

Vishwakarma Institute of Management,

Kondhawa Pune-411014

1

ACKNOWLEDGEMENT

I express great pleasure in introducing my project report titled “Market Opportunity

Analysis in Pune for Malhar Communications”.

I take this opportunity to express my most sincere and heartfelt gratitude to Mr.

Naresh Shimpi ( Branch Manager) and Mr. Anup Agarwal (Sr. Marketing Executive)

of Malhar Communications, Pune, for providing me with a wonderful opportunity to

execute this project in their esteemed organization and for patiently mentoring and

guiding me throughout the project. This project would not have been successful

without the precious guidance of our director Dr. Sharad Joshi & my project guide

Mr. Mahesh Halale, to whom I express my sincere gratitude and all those who have

helped me directly and indirectly. Moreover, I would also like to thank all the

employees of Malhar Communications, Pune for their constant support and help.

PUNAM LANDE

2

CERTIFICATE

This is to certify that Ms. Punam Lande has successfully completed her

summer project titled “Market Opportunity Analysis in Pune for

Malhar Communications” in partial fulfillment of Masters in Business

Administration (MBA) degree course of University of Pune for the

academic year 2007-2008.

Dr. Sharad Joshi Project Guide.

Director, VIM, Pune. Mr. Mahesh Halale

CONTENTS

3

Sr.No Description PAGE NO.

1. EXECUTIVE SUMMARY

2. OBJECTIVE AND SCOPE OF

PROJECT

3. COMPANY PROFILE

4. THEORETICAL BACKGROUND

5. RESEARCH METHODOLOGY

6. RESEARCH ANALYSIS

7. FINDINGS

8. LIMITATIONS

9. CONCLUSION &

RECOMMENDATIONS

10. BIBLIOGRAPHY

ANNEXURE

4

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The objective of the project is to determine the Profitable Business Opportunities in a

specific market segment. The project was carried out for Malhar Communications,

Pune.

5

The company has been thinking of providing its services in a specific market segment

of Educational Institutes in Pune. Hence the project was carried out to determine the

opportunities available for the company to enter the untouched market segment.

The region selected for the survey was Pune as there are numerous educational

institutes here.

The institutes selected for sample size were segmented according to the degree

programs offered and size of the respective institutes.

The data collected during the project was secondary as well as primary data. The

secondary data was collected to create the database of the survey. The sources used

for secondary data are various magazines, governmental & non-governmental

publications and internet. Some website regarding information on educational

institutes was also visited to get the information particular sector.

Primary data was collected through the questionnaire filled by educational institute

visited. The analysis was carried out on the basis of the information obtained from

questionnaire. The business opportunities were estimated by some assumptions for the

services offered by the organization.

From the analysis it is concluded that the company has a good potential for generating

business in educational institutes segment.

After undergoing the project it is understood that even the analysis shows good

potential for its services, to make it practical, the company has to arrange some

awareness programs such as tangible demonstrations, exposing the services in

exhibitions, etc.

6

OBJECTIVE AND SCOPE OF THE

PROJECT

7

OBJECTIVE AND SCOPE OF THE PROJECT

THE OBJECTIVES OF THE PROJECT ARE:

The main objective is to identify the market opportunities for Ad services in

educational institute segment. Following are the details

1. Comparative Analysis:

To make comparative analysis of services offered by Malhar Communication,

with respect to its competitors

2. Customer Analysis:

Need assessment of targeted customer studying their budget, timing &

frequency of ad

3. Competitors Analysis:

To identify the major players in target market and to know the current scenario

of Competition

8

SCOPE OF THE PROJECT

The project was carried out specifically in Educational Institutes

The services selected for the project was Print, press, Outdoor, Radio,

Television, Advocacy & Internet

The region selected for operations is Pune.

The sample size of 30 is selected for the survey for the survey of Educational

Institutes

The sample size of 10 is selected for the survey of competitors

9

COMPANY PROFILE

10

COMPANY PROFILE

Malhar communication has a very humble beginning was in 1981 with a small design

& printing shop in Jalgoan region. Within a very short span of time they become a

leading as well as highly creative player in advertising field. And now they have

completed 25 years of devotional services

To cater the growing advertising needs of local business houses in 1990 they are

entered into advertising field. The words “creativity”, “copy”, “imagination”,

“colour” & “art” are lived freely under one common roof of Malhar.

Malhar got INS (Indian newspaper society accrediation) in April 2002.today Malhar

is the only advertising agency in khandesh region & second in north Maharastra

having INS accreditation. There also their creative resources made them to emerge as

no advertising player I khandesh region

Now the Malhar want to diversify there business geographically in Pune, Nashik &

Dhule with the same effort as earlier. their close associates are “Malhar offset

pvt.Ltd”;”CMYK press” & “Tatkal digital offsets”

INS ACCREDIATION

INS was established in 1939 & it celebrated its diamond jubilee in 1999.it is the

society of media formed to promote their common interests.

It provides accreditation to advertising agencies which entitles the agencies to receive

15% commission from media & a period of credit

VALUES OF MALHAR:

Values are the cornerstones of Malhar Group these value express spirit, the very

reason of existence

Service Excellence

Team Work

Creativity

Commitment

Challenger Spirit

11

MEDIA & SERVICES

What Malhar Do?

Print

In- house bulletined, annual reports, posters, leaflets, danglers, broachers, catalogues,

calendar, office stationary, greeting cards etc

Malhar offers best design services from corporate identity to point of purchase to

stand apart & be ahead in competition

There two decades of deep experience helps them to promote cost effective design &

production solutions

Press

News papers, magazines

Malhar has well established relationship with the publication houses. added to this the

qualified staff, designer & excellent managerial skills allow Malhar to organize &

campaign in press at high professional level

Outdoor

Hoardings, wall paintings, display sign, bus panels, vehicle-design, stall-design

Malhar is well experienced in outdoor media to deliver maximum outcomes to brand

Malhar’s creative team is always strive to innovate new way of outdoor

Advocacy (Event)

Stage-shows, road-shows, seminars, workshops, trade& fare shows, sponsorships,

advertising campaigns, product launching, product promotion, store-interiors

Varied events have been successfully organized by Malhar, leaving a long creative

impression. it maybe product launching or dealer meet or even special purpose events

The Malhar group is known to create the most interesting & even off beat atmosphere

to communicate the required message

Television

Ad films, scroll ads & sponsorships

The team of professionals, in-house studio &experience help us to cater customer’s

demand with creative edge & cost effective manner

12

Radio

Jingles & sponsorships

Internet

Web design & development, internet ads search engine optimization

Market Research

Sampling .various market surveys, scheme test, ad test, direct mailings, interview,

product research promotion research & brand research

Public Relations

Liasoning with press, TV channels, A.I.R, various service provider

Multimedia

Video-documentations, ad-films, interactive, C.D., animation, corporate video

presentations.

13

THEROTICAL BACKGROUND

14

THEROTICAL BACKGROUND

Market opportunity analysis for advertising agency:

WHAT IS MARKET OPPORTUNITY ANALYSIS?

“It is the structured method for testing ideas against market conditions”

“Market opportunity helps to spot & qualify opportunities, gather facts for data base

decision- making, ask the right question & improve decision making”.

Market opportunity analysis is the analysis & evaluation of probable future situation

by a variety of technique to identify mark opportunities that a company can profitably

cultivates. It is part of strategic analysis of company strength, weakness, opportunity

& threat.

It can be done through analyzing competitive environment that is current market,

technology development, competitive advantage & profitability

“An opportunity is a favorable set of circumstances that creates a need for a new

product, service, or business. An opportunity has four essential qualities:

(1) Attractive, (2) Durable, (3) Timely, (4) Anchored in a project, service, or business

that creates or add value for its buyer of end user”

Attractive opportunity implies one that appeals to both the business from the aspect of

most consideration criteria, and the target market from a value creation perspective.

Attractiveness involves BOTH the business as a provider, and the target market as a

consumer. The opportunity unde

15

16

r consideration must be attractive to both

A durable opportunity is one that is not a fly-by-night, but will create value for the

customer in the long run, and positive monetary returns to the business.

17

A timely opportunity suggests there is an alignment in the social, Technical,

Economical & Political (STEP) arenas for the introduction of the product/services

under consideration

An opportunity is anchored in a product/services/business that creates value for the

customer is in the most basic of requirements. Customer value is conceived variously

as utility, quality, benefits, and customer satisfaction.

The process of opportunity analysis :

Identify potential opportunities

Define your purpose & objectives

Gather the data from primary resources

Gather the data from secondary resources

Analyze & interpret the result

18

WHAT IS AN ADVERTISING AGENCY?

An advertising agency or ad agency is a service business dedicated to creating,

planning and handling advertising (and sometimes other forms of promotion) for its

clients. An ad agency is independent from the client and provides an outside point of

view to the effort of selling the client's products or services. An agency can also

handle overall marketing and branding strategies and sales promotions for its clients.

Typical ad agency clients include businesses and corporations, non-profit

organizations and government agencies. Agencies may be hired to produce single ads

or, more commonly, ongoing series of related ads, called an advertising campaign.

An advertising agency is an independent company set up to render specialized

services in advertising in particular & in marketing in general. There main function is

to serve advertiser. It converts the goal of the advertiser into creative work which is

carried by the media so as to reach the target market

Advertising agency provides the advertiser or client a minimum of;

Media information, such as availability of time & space

Creative skills

Research capabilities

The ad agency may be thought of as a source of communication expertise; it stand

ready to conceive, plan & implement the communication requirements of the client

account it serves for providing this services the advertising agency charge some

amount in the form of media commission, mark-up or fee.

Advertising agency usually has four departments;

Creative; which develops & produce advertisements

Media; which select media & place advertisement

Research; which studies characteristics & wants

Finance; which handles the agencies financial activities.

19

Each account is supervised by an account executive, & people in each department are

usually assigned to work on one or more accounts or clients

Agencies often attract new business through their reputation & size. Generally a client

invites a few agencies to make a presentation for its business & select one of them.

20

RESEARCH METHODOLOGY

21

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

The methodology is basically the set of rules, procedures, tools, and techniques used

by the researcher for realization of research objective. The process of designing

research study involves many interrelated decisions. The most significant decision is

the choice of research approach. This determines how the information will obtain

.

There are three types of research approach: -

1) Exploratory research

2) Descriptive research

3) Causal research

These types differ significantly in terms of research purpose, research question,

Precision of hypotheses that are formed and data collection method used.

1) Exploratory research: -

Exploratory research is seeking insight into general nature of a problem, the possible

Decision alternatives and relevant variables that need to be considered. The objective

of exploratory research is to find out new ideas flexibility, & ingenuity characterized

by the investigation. In the exploratory research emphasis is given on the finding

practices and policies that need changing and developing possible alternatives.

Exploratory research seeks to discover new relationships. Hence most of the

marketing research is of an exploratory type. Exploratory research defines problem,

which is then solved by conclusive research.

2) Descriptive research: -

Descriptive research gives emphasis on description & such studies are simply fact

Gathering expedition. Descriptive studies attempt to obtain a complete & accurate

Description of situation. Descriptive data are based as direct basis for marketing

Decisions.

22

3) Causal approach: -

When it is necessary to show that one variable causes or determine the value of other

Variable the causal research approach is used. In our research approach the

exploratory as well as descriptive approach is used to explore the various ways of

obtaining the information. In planning and designing a specific research project it is

necessary to anticipate all the points that must be undertaken if the project is to be

successful in collecting valid and reliable information.

Qualitititive & Quantitative Research

Qualitative research involves an in-depth understanding of human behavior and the

reasons that govern human behavior. Unlike quantitative research, qualitative research

relies on reasons behind various aspects of behavior. Simply put, it investigates the

why and how of decision making, as compared to what, where, and when of

quantitative research. Hence, the need is for smaller but focused samples rather than

large random samples, which qualitative research categorizes data into patterns as the

primary basis for organizing and reporting results. Unlike quantitative research, which

relies exclusively on the analysis of numerical or quantifiable data, data for qualitative

research comes in many media - including text, sound, still and moving images.

My research is more of Descriptive Research. It is Qualitititive as well as quantitative

type of Research.

RESEARCH PROCESS:-

For assessing the customer response following market research process

Followed

Step 1: Define the objective:

First step is defining the objective i.e. Market opportunity analysis in Pune for Malhar

Communications.

Step 2: Develop research plan:

The second step was to develop the most efficient plan for gathering the

Needed information.

23

i) Data sources: Both primary & secondary data are taken into

Consideration. Primary data are data gathered from field for specific

Research project.

ii) Research approach: I have mainly collected the primary data through

Survey & few cases by observations.

iii) Research instrument: Questionnaire is used to collect most of the

Primary data.

iv) Sample plan: after deciding on the research instruments I

Decided sampling plan.

Sampling unit: project was concentrated on educational institutes &

advertising agencies as a sampling unit

Sampling size: project consists of 30 respondents from educational institutes

& 10 respondents from competitors advertising agency

Contact method: once a sampling plan has been determined,

Marketing researcher need to decide how the subject should be

Contacted: mails, telephone, personal visit or online interview. In my

Project research it was mostly personal interview and telephonic

Interview was held.

Step 3: Collect the information:

Data collection phase of the marketing research generally was the most

Time consuming period. In case of survey few problems arise likewise some

Respondents may not give all the detail information and might not be

Available and must be contacted or replaced. Others refused to co-operate

And finally some respondents will be biased or dishonest to share

Information

.

Step 4: Analyze the information:

24

The collected information needs to be analyzed thoroughly to extract the

Findings that will be useful to the company. Again this data must be

Tabulated and averages/measures are computed from various variables.

Step 5: Present the findings:

And the last step is present the findings that are relevant to the objectives.

METHOD OF DATA COLLECTION:-

1) Primary Data collection:

The major source for collecting primary data has been the interviews held

In the education institutes with directors, account managers or any relevant person

who see the advertisement department. In case of advertising agencies, the interview

held with client servicing officers & in few cases with the CEO of the respective ad

agency. Most of them interviewed via tale-calling and few were interviewed after

taking prior permission and appointment.

The information given by them was satisfactory and relevant to the subject.

2) Secondary Data collection

The major sources of secondary data are;

Institutional Magazines

News Paper

broachers of respective education institutes

Internet, Company websites

Telephone Directory (BSNL and TATA Indicom)

Observation of Outdoor advertisement, Listening Radio advertisement &

watching Cable advt.

Company Periodicals

QUESTIONNAIRE METHOD

25

This method is used to collect general information about the education institutes like

budget, timing, frequency, media preferences, their requirements & expectations etc.

FIELD WORK

The fieldwork was conducted for a period of 20- 30 alternate days in different

Areas of PUNE. Interviews were conducted from respondents across

Segments as per their convenience.

ANALYSIS OF THE COLLECTED DATA

It has been done in following way

Divided the data into comparative analysis, customer analysis & competitors

analysis.

Tabulated it by using charts and graphs

Interpreted the data

Write down the findings

Give the conclusion & recommendations

26

RESEARCH ANALYSIS

RESEARCH ANALYSIS

27

Comparative Analysis:-

1) Discount Rates:-

Advertising agency Discount rates

Pratisaad 9%

Dhandhania 9.5%

Pooja ads 9.5%

Inspire comm. 5%

Asha publicity 6%

Designa advtg 6%

Ad Times 6%

Plus Three advtg 8%

MAK advtg 10%

Paradigm plus 7%

The Discount Rates Of Advertising Agency

9%

5%

6% 6%

8%

10%

7%

9.50%

9.50%

6%

0%

2%

4%

6%

8%

10%

12%

Advertising Agencies

Dis

co

un

t R

ate

s

Pratisaad DhandhaniaPooja Ads Inspire comm.

Asha Publicity Designa advertisingAd Times Plus Three Advt

MAK advertising Paradigm Plus

Interpretations:-

28

1. As per the answers received from the advertising agency, it is clear that they

do not have fixed discount rates but the above rates have put through fake

interview by defining the Quality, Quantity, Size, Page no. in Particular

Newspaper etc & which is same for all & ask for discount rate.

2. As the measurement of the ad changes or the quantity, quality of ads &

packages offered changes; the discount rates also change accordingly

3. For many ad agencies, discount rates are also depends on the availability of

resources in-house or the outsourcing of services.

4. Most of ad agencies changes their discount rate to take the advantage of

situations that is on going festivals, different events occurring in city

5. Many of the time discount rates are different from client to client which is

based upon their loyalty towards the agency & type of work offered

6. INS accreditation is one of the major factors while deciding discount rates

though it is not the only factor for many ad agencies.

7. Mentioned above are the ad agencies which are OR aren’t accredited with INS

but still they provide the discount rates more than INS accredited to take the

advantage of economies of scale OR to grab the market OR they having all the

services in-house.

2) Services provided by advertising agency:-

29

Services Provided

Advertising

Agency

Press Print Outdoor Radio Television

( cable

ads)

Advocacy Internet

Pratisaad √ √ √ √ √ √ √

Dhandhania √ √ √ × × × ×

Pooja Ads √ √ √ √ √ √ ×

Inspire comm. √ √ × × × × ×

Asha Publicity × × √ × × × ×

Designa

advertising

× √ × × × × ×

Ad Times √ √ × × × × √

Plus Three

Advtg

√ √ × × × × ×

MAK

advertising

√ √ √ √ √ √ ×

Paradigm

Plus

√ √ √ √ × √ ×

Interpretations:-

Among the above ad agencies most of ad agencies provides many other

Medias including above but this project is restricted only up to the above mention

Medias.

30

Customer analysis:-

3) Education Institute required following services:-

Education Institutes Required Not required

Press 23 7

Print 28 2

Outdoor 13 17

Radio 3 27

Television 5 25

Advocacy 11 19

Internet 24 6

The Educational institute required following services

2328

13

3 511

24

72

17

27 2519

6

Pre

ss

Pri

nt

Ou

tdo

or

Ra

dio

Te

levis

ion

Ad

vo

ca

cy

Inte

rne

t/w

eb

site

s

Services

No

of

ed

uc

ati

on

in

sti

tute

s

No

Yes

31

Interpretation:-

1. Most of the Education institutes prefer Print media for their advertisement

like brochures, pamphlets, leaflets etc.only two of above institute do not

find print media more effective & they put their advt on radio, Cable &

Internet. As they have put up all details about their courses on the websites

itself.

2. Press & internet/Website is the second preferable Media as many of the

education institutes want to have accessible to the students all over the

India or Foreign students

3. Radio & televisions are very costly media according to some of customers

& many found them as inappropriate for Educational institute

advertisement

4. Many institutes do their advertisement through advocacy or events like

arranging Free Seminars, 2-3 days introductory sessions on the current &

newly design courses.

5. Outdoor can be supportive media along with other media according to

many of the institutes.

32

4) Education Institute Required INS Accrediated Agency:-

Required INS 17

Not required INS 13

The Education Institutes required INS Accrediation

Required INS

accrediation, 17

Not required INS

accrediation, 13

Required INSaccrediation

Not required INSaccrediation

Interpretation:-

1. After explaining what the INS accrediation meant for by explaining the

discount rate & credit facility; most of the institute attracted towards the credit

facility & not much towards the discount rates. As they found that Non-INS

are also providing them the comparable discount rate.

2. Other reason behind their Preference was the legality of the documentation.

33

5) Satisfaction level of Education Institute With their current

advertising agency:-

Satisfaction level No. Of Clients

Very satisfied 4

Satisfied 9

Neither satisfied nor unsatisfied 11

Unsatisfied 5

Very unsatisfied 1

Satisfactory Level with current advertising agency

Very satisfied, 4

Satisfied, 9

Unsatisfied, 5

Very unsatisfied, 1

Neither satisfied nor Unsatisfied,

11

Interpretation:-

1. 11 Education Institutes are satisfied with current Advertising Agency. The

reasons behind their satisfactions are the supporting services provided by them

as excellent design work, creative suggestions, proximity from the ad agency,

credit facility, discount rates etc.

34

2. Four education institutes are very satisfied with their ad agency due to

following reasons;

These agencies arrange the “customer loyalty programme”in which they

provide the customer with the information about;

future packages they going to offer,

festival packages they going to offer,

make them aware with the future events in the city where they can

advertise ,

by suggesting them how it would be effective to place the advt in the

particular media instead of the current media they are using

3. 1 Education Institute among 30 is very unsatisfied with the current advertising

agency. It is because of their credit facility, design & art work, mis-

communication between them.

4. There are 11 Education institutes which are Neither Satisfied or Unsatisfied

with current ad agency due to continuation of same discount rate, no

increment & not providing any creative ideas to them for improvement,

though they are effective but not result oriented as per the expectations

6) Education Institutes keeps on changing Advertising Agency

35

Education Institute No. of clients

Keeps on changing ad agency 19

Continued with same ad agency 11

The Education Institute Keeps on changing advertising Agency

Keeps on Changing

Ad Agency, 19

Continued with same agency, 11

Keeps onChanging AdAgency

Continued withsame agency

Interpretations:-

1. There are 19 Education Institutes which keeps on changing their advertising

agency for different ad campaign due to their dissatisfaction towards the

earlier ad agencies. They wanted to have the agency which can fulfill their

demands up to the satisfaction

2. And the 11 Education Institutes continued with the same advertising agency

for all their campaign because they are very well provided with the discount

rate, credit facility & the most important is the creative, effective & result

oriented design work

7) Education Institute required all services from same agency or

different agency:-

36

Education Institutes No.of Clients

Required all services from same agency 22

Required all services from different agency 8

The Education institute required all services from same Agency OR

different Agencies

Services from same Agency, 22

Services from

different Agencies, 8 Services from

same Agency

Services fromdifferent Agencies

Interpretation:-

There are 22 Education Institutes which required all services from the

same advertising agency. The reason behind is they wanted their ad agency

will be well aware with the objective of advt and they should suggest the

proper media or medias to meet their expectations. The other reason is

they wanted the good discount rate of all combining services.

Only 8 Education Institutes required different services from different

advertising agency due to the fact that they think the specialized ad agency

can provide the best services than those having all services. Ex. Asha

publicity in advertising. These agencies having good staff specialized only

in that service.& the discount rates are also high as they have bulk of work

of the same kind

37

8) Budget of Educational Institute for single advertisement

campaign:-

Budget No. of Clients

Rs. 50000-1,00,000 12

Rs. 1,00,000 – 5,00,000 6

Rs. 5,00,000 – 10,00,000 4

Rs. 10,00,000 onwards 8

Budget of ad campaign

12

6

4

8

0

2

4

6

8

10

12

14

Rs. 50,000 -1,00,000

Rs. 1,00,000 –5,00,000

Rs. 5,00,000 –10,00,000

Rs.10,00,000onw ords

Amount

No.

of I

nstit

utes

No. of Clients

Interpretation:-

1. Most of the Education Institutes Having the Budget is between

Rs.50000-Rs 1 lac, selected only press & print media for the advt.

2. The Education Institutes having the Budget is around Rs.1 lac to 5 lacs

& 5 lacs to 10 lacs select multiple Medias for advt. There are some

exceptions who have invested only in same media

3. Rs.10 lacs budget of the institutes are the institute having the ad

campaign for whole year & some of them selected multiple medias or

locations of flexes in the heart areas of city like Deccan, MG road,

Karve Road, Laxmi Road etc

38

4. There are some new institutes coming in Pune wanted to generate

awareness among the people hence they targeted whole city for advt.

Hence there investment in advt is heavy.

39

9) Timings of advertisement campaign for Education Institutes:-

Timings of advertisement No. of Clients

Jan – Mar 25

Apr – Jun 12

Jul - Sep 22

Oct – Dec 13

Whole year 9

Timing Of advt

25

12

22

13

9

0

5

10

15

20

25

30

Jan

–M

ar

Apr

–Ju

n

Jul -

Sep

Oct

–D

ec

Who

leye

ar

Perid of year

No

. o

f cl

ien

ts

No.of Clients

Interpretation:-

Many of the Education Institutes launch their ad campaign in Jan – Mar. It

is the period before starting of new Education Year. Most of the ad of this

time is of reminder ads

Some Education Institutes launch ad campaign in Jul- Sep. They are 22 in

number which are having there admissions in October for the 6 month, 2

month or 1 year courses

Very few Education Institutes launch ads throughout the year. They are

introducing new courses time to time. Other do not find it necessary to

advertise throughout the year as they are having only yearly or 6 month

courses.

There are Some Institutes which gives ads in Apr-Jun & Oct- Dec.These

are the ads for 2 month courses,1 month courses or some seminar ads etc

40

10) Frequency of Advertisements of Educational Institutes:-

Frequency of Advt No. of Clients

Monthly 16

Quarterly 6

Half yearly 19

yearly 5

Frequency of advt

16

6

19

5

02468

101214161820

Mo

nth

ly

Qu

ate

rly

Ha

lfye

arl

y

yea

rly

Period

No

. of

Clie

nts

No. of Clients

Interpretation:-

1. The Education Institutes launch their advertisement half yearly are 19 in

number. Most of them have 6 month courses. Some of them wanted to

advertise for new courses

2. Following these are the Institutes which launch their ads monthly

3. Very few Institutes launch their ads quarterly or yearly. Though they are

having yearly courses, they do ad campaign throughout the year or half yearly

41

COMPETITORS ANALSIS:-

Identification of the major players in Target Market :-

The following are the major players in Pune advertising market:

1) Pratisaad

2) Konark Advertising

3) Plus Three Advertising

4) Megamind

5) Indoglobal media

42

FINDINGS

43

FINDINGS

1) The highest discount rate is of MAK advertising i.e. 10% and the lowest

discount rate is of inspire communications i.e. 5%.

2) PRATISAAD is the only advertising agency among them which provide all

the services that is press, print, outdoor, radio, television, advocacy & internet.

And the Asha Publicity is specialized only in Outdoor.

3) Except PRATISAAD & AD Times, nobody provide the internet advertising.

4) Many of the education institute that is 28 required the print media for

advertisement & the following preferred Medias are internet/websites & press

(Newspaper).

5) The least number of educational institutes that is 3 in number preferred radio

advertisement. Following to that the television (cable ads) are the least

preferred advertisements. They are 5 in numbers.

6) The education institute preferred to have the INS accredited advertising

agency are 17 in numbers among the 30 education Institutes for the vital

requirements of long credit period & high discount rates

7) The 22 education Institutes want to fulfill their all media requirement from the

same agency while the remaining institutes want to have the advertising

agency which works only in particular services that is Asha Publicity for only

OUTDOOR.

8) There are 19 Education Institutes which do not have fixed advertising agency

& they keep on changing from one to other. The remaining advertising agency

that is 11 is having their fixed advertising agency.

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9) There is only 4 education Institute which is very satisfied with their current

advertising agency & 9 are just satisfied with their ad agencies.

10) The remaining educational institutes that are 17 not satisfied with their

advertising agencies. From this category 11 educational institutes are neither

satisfied nor unsatisfied.

11) Most of the education Institute is having investment is around Rs.50000 to

1Lac & they are 12 among 30 institutes. Following are the institutes having

the investment in advertisement is around 10Lacs onword.The remaining are

the institute having investment in advt is around 1 lacs to 10 lacs.

12) Many of the Education Institutes launch their ad campaign in Jan – Mar. It is

the period before starting of new Education Year. Some Education Institutes

launch ad campaign in Jul- Sep. They are 22 in number. Very few Education

Institutes launch ads throughout the year. There are Some Institutes which

gives ads in Apr-Jun & Oct- Dec.

13) Most of the Education Institutes launch their advertisement Half Yearly &

they are 19 in number. Following are the Institutes which launch their ads

monthly. Very few Institutes launch their ads Quarterly or Yearly

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LIMITATIONS OF THE PROJECT

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LIMITATIONS OF THE PROJECT

No project is ideal. In reality I came across different problems which act as limitations

of the project such as-

1) Some of the respondents did not give other relevant information which

was

Required for the project.

2) There was time constraint (2 months). Hence total no. of Education

institute was limited

3) Non availability of official data .

4) Non availability of many respondants, hence Time consuming.

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CONCLUSION &

RECOMMENDATIONS

48

CONCLUSION & RECOMMENDATIONS

1) As we have seen the MAK advertising agency has highest discount rates is

of 10% & the following discount rates are 9.50% .The Malhar

communications has to negotiate on its discount rates in the initial period

to grab the market opportunity. At the same time it should keep in mind

that only discount rate does not make the deal but good credit facility,

creative design work, relations with clients also matters

2) As the print media is the core base of Malhar communications & most of

the institutes prefer print media over other media, Malhar should focus on

more integration in the same.

3) Malhar communication should put its efforts in generating time to time

awareness about the upcoming programs, seminars, exhibitions offered by

education institutes

4) Arrange the programs for building the new customer base as well as

preserving the current customer base. Make them aware with future

upcoming packages, festival packages etc through such programs or

personal meet or tele-calling etc

5) Put more effort in providing the customers with some creative solution

with low budget & more effectiveness. Provide them with new packages

time to time(ex. Press + Print + Outdoor )

6) Be sure that proper communication has carried out with clients regarding

credit facility, discount fixed, design work, day & date of advt, & other

etc. Be proactive in taking feedback from clients about their advt on time

& ask for any improvement they look for.

7) Assure the fixed duration reminding visit to clients for asking them for

new advt they want to launch, if any.

8) Find the reason why your past clients shifted towards the competitors.

9) Increase the clients visit per day. Be aware with the frequency, timing of

advertisement of the clients

10) Increase awareness about new comers in the form of customer as well as

competitors.

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11) Build the solid base of loyal customer by providing the services to their

satisfactory level 7 continuous improvement according to their

requirements

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BIBLIOGRAPHY

51

BIBLIOGRAPHY

1) Marketing Management- Eleventh edition, Philip Kotler.

2) Marketing Management- Second edition, Rajan Saxena.

3) Marketing Strategy-Fourth edition, Walkar,O.

4) Advertising Management-Second edition,Manendra Mohan

5) Principles of Advertising & IMC-Second edition, Tom Duncan

6) www.adpro.com

7) www.adforum.com

8) Handbook of Advertising & IMC

9) Advertising Management, Magazine

10) Broachers of Malhar communication Pvt.Ltd

11) Rate cards of Media advertisements

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