1verona Report Final Print

8/3/2019 1verona Report Final Print

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A

Training report

On

Advertisement Strategies

of

Verona vitrified pvt Ltd,

morbi

Prepared by : NIRAJ O. AGHARA

M.B.A.(B.A.) : ACADMICYEAR 2010 -11

Roll No. : 53

Guided by : Prof. M.M.Pole

Institute : Institute of management and entrepreneurship

Devlopment College, pune.

Submitted to : bhartividyapeeth University, pune.


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Acknowledgement

I, the undersign Niraj O Aghara. Student of MBA(.B.A) here by declare the project work

presented is my own work and has been carried out under the supervision of. This work has not

been previously submitted to any other university for any examination.

At the successful completion of my internship study, I would like to extend my gratitude to

all those without whose valuable guidance and support it would have not been possible.

With all sincerity and respect, I would like to express my gratitude to Mr. Pankaj p.

kundariya (marketing manager) for giving an opportunity to have Corporate Exposure and

Learning at Verona Granito Pvt. Limited.

I would like to express my sincere thanks to all of the Faculty members of Department of

commerce and management for helping me in various aspects of the study.

I am very thankful to the management and staff of Verona Granito Pvt. Limited for their

friendly nature and invaluable co-operation during my study.


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Preface

In the present world with lots of odds & with decreasing importance of education & the

decreasing loyalty towards education. There is a need to revies the method of educated

employed one of the method is to accompany practical study with the theoretical method. Thiswould strengthen the principles & concept of theoretical education & would become world

applicable.

In the present day the business would become a highly complicated faculty which has to

undergo staff competitior & has to operated in such an environmental where there is no look

back formula to sucess. Thus Bhartividyapeeth University has been running a business

management faculty under the degree of M.B.A. to keep the student interested in it which has

practical study under the subject, Practical Training.

This practical study is useful to determine the parameters between the theoretical study

and the actual situaltion. It is useful to increase the knowledge and teh foreshight of thestudent and they provide them actually step into the dynamic. Everchanging, world of

business.

I have taken opportuniy to undergo practical training during the year 2010 in Verona

vitrifiedI have done my research in Morbi city.


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Index

1.PROJECT AT GLANCE

2.HISTORY AND DEVELOPMENT OF THE ORGANISATION

3. ORGANISATION CHART

4. PRODUCT OF THE UNIT

5. PRODUCTION PROCESS

6. COMPANYS VISION

7. LOCATION AND SITE PREFERENCE


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Project at Glance

Name of the Firm : VERONA VITRIFIED PVT. LTD.

Year of Establishment : 01/09/2003

Form of Organization : Private limited.

Company Type : SMEs

Location of Factory : VERONA VITRIFIED PVT. LTD.

8-A, National Highway, Makansar,

Morbi-2

Phone Number (office) : 02822-283761

Contact no : 9898020561

Fax Number : 02822-283541

E-mail : [email protected]

Product : Vitrified tiles

Management Certification : Others-ISO 9001:2000

Name of Promoters : Mr. MAVJIBHAI PATELMr. PANKAJ P. KUNDARIA

Mr. PANKAJ PATEL

Banker : I.C.I.C.I Bank

S.B.I. Bank

H.D.F.C. Bank


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Objective of the Organization

To became the highest selling and manufacturing of vitrified tiles in vitrified world.

Product RangeVitrified Tiles vitrified Tiles Of Soluble Salt Technology, Nano Technology Are Available

In Various Colors And The Sizes Are Ranging From 300 X 600, 600x600 Mm & 800x800 Mm.

full Body Nano Technology Polished With Special Effects Including Double Charge, Italian

Marble Finishes Are A Users Delight Of Highest Order.

No. of Employee

51-100 Employees

Investment

45 Crores

Market

National and international

CompetitorsKAJARIA

VARMORA

H.B.JOHNSON


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History And Development Of The UnitThe Prince Cement is a private company which produces cement. It was established in

1997 contain when the firm was impropriate, who were the raise what way its purpose, what are

the product, manufactured by them etc.

The Samay company has commenced production from 01-10-1998 with magnificent

opening ceremony. The plant way inaugurated by chief minister of Gujarat Shri. KESHUBHAI

PATEL in the presence of eminent minister and statesmen.

To enter into the vitrified field, the incorporation of ANTIQUE VITRIFIED PVT. LTD.

has oven the last one year acquired a reputation of quality product and complete customer

satisfaction in the vitrified floor tiles.

In 01-10-2003, they have also started another industry under the name and style ofVERONA VITRIFIED TILES PVT. LTD. This industries product is to manufacture vitrified tiled

only.

It is good for them that they dont have to find another young team because it is already

well equipped with the family members.

Verona tiles Finishing touches to your dream, The face of all desires The face of your

desires.. We are the leading manufacturer of vitrified wall and floor tiles, providing service to both

the commercial, retail and residential segments with equal lan and quality. Located at the hub of

ceramic tile manufacturing location, we provide supreme quality advantage much beyond

comprehension. We have over the years excelled in design, color, quality and finish. VeronaVitrified Tiles produces a very wide range of products in the Ceramic Range with products such as

Ceramic Wall and Floor Tiles, High Gloss Tiles, Floor mosaics, and Borders & Corners. TO add

all product categories our efforts have been to design and innovate. As a ISO 9001:2001 certified

ceramic industry we constantly pursuit excellence in quality to match and perform at global

standards. History Vision Products Verona Vitrified Tiles is a pioneer in making mirror finish

vitrified tiles. A product set to revolutionize the definition of ultra luxury living and spacecreation.


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Organization Chart

CHAIRMAN

PRODUCTION

DEPARTMENT

MARKETING

DEPARTMENT

FINANCE

DEPARTMENT

PRODUCTIONMANAGER

MARKETINGMANAGER

STATESMITYMANAGER

FINANCEADMINISTATE

R

LABORATORY

TESTING

MARKETING

OFFICER

MARKETING

OFFICE

CHIEF

ACCOUNTANT

SUPERVISION

MANAGER

DISPATCH

EXECUTIVE

SALES ACCOUNTANT

WORKER CLERK PEONS


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Products OF THE UNIT

VERONA VITRIFIED TILES are manufacture tiles having various categories and sizes.

605mm 605mm

1 ivory2 accord3 galaxy4 jupiter yello5 atlanta6 bianco7 milano8 pine classic9 carpet10 darwin11 olympus12 parleto13 teakwood

In marble series they are having following range.

- titan- jaiselmer- milky white- s&p black- black- Venus etc.


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Clary and Mineral

Slurry

Feeding

Air Heading

Spray Drying of Slurry

Storage of Powder

Sieving

Power Feeding

Fettling

Loading into dryer

Drying

Unloading of Trans. Fer car

Screen Printing of Tiles

Firing

Polishing

Sorting & Packing

Finished Goods Dispatch

Production Process

Production Process of VITRIFIED TILES


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Companys VisionObjectives of the Unit

The management of VERONA has committed it self to six long term objectives.

Excellence in quality. Ceaseless quest for higher productivity. Maximum customer satisfaction. Development indusive of employees growth Fair return to shareholders Vigilant search for opportunity for growth and fulfillment of social objectives.


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Location And Site Preference

The site of the unit is located at 8/A National highways, which is only 21 km. Away from

MORBI city. Site is vitrified zone with numbers of other vitrified unit.

Other three unit named RCC CEMENT, ANTIQUE VITRIFIED and SPANISO

VITRIFIED are located here, so promoters can easily concerned on this plant very effectively and

efficiently.

As this is well developed Industrial zone, power connection from Gujarat Electricity Board

is available very easily. And get easily industrial gas by Gujarat government.

The site is very near to Machchhu River and dam, so here by plenty of water is available at

very low depth.

As MORBI is very famous for its roofing tiles, floor-tiles, glazed-tiles, sanitary-wares so

direct consumer of these product visit morbi for their requirement over and above dealer network.

As in this area there are more than 50 units engaged in the same line, raw material

suppliers and machinery suppliers used to visit this area 50 raw material availability became easy.

Experienced and skilled machinery repairs and technocrat are available here.


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Index

No. PARTICULAR PAGE No.

1. Introduction

2. Significance Of Marketing Department

3. Marketing In Past And At Present

4. Marketing Competitiveness

5. Marketing Mix

a) Introductionb) Productc) Price

d)

Promotion

e) Place6. Promotion Mix

7. Advertisement Staretgies


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Introduction

marketing is a social process by which individuals and groups obtain what they need and

want through creating offering and freely exchanging products and services of value with other.

- Philip kotler.

Marketing is a comprehensive team and it induces all resources and a set of activities

necessary to direct and facilities the flow of goods and service from the producer to consumer in

the process of distribution. Businessmen refer marketing process as distribution process. Human

efforts, finance and management constitute the primary resources in marketing.

The American marketing association offers the following definitions.

Marketing management is the process of planning and executing the company pricing,

promotion and distribution of create exchanges that satisfy individual and organizational goals.

Thus, marketing includes all resources of objective, which facilitate the place of goods and

services from the manufactures to the end person.


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Significance of Marketing Department

It is obvious that marketing is a comprehensive term and it includes all resources and a set

of activities necessary to direct and facilitates the flow of goods and service from the producer to

the consumer in the process of distribution. Businessman refers marketing process as distributionprocess. Human efforts, finance and management constitute the primary resources in the

marketing. Marketing is a social process by which individual and group, obtain what they need

and want through creating offering and freely exchanging products and services of value with

others. Marketing is the goal of any business.

Marketing ensures effective and productive utilization of corporate resources. It helps in

providing standardized channel for promotion and selling goods and services. It helps in brand

building. It becomes instrument in raising capital output. Thus marketing management is the

communication channel between the company and society.

Marketing also helps in increasing per capital income, which leads to increase in standardof living. It also helps in increasing the competence of the firm and increase the national income.

Thus, the key to achieve organizational goals consist of being more effective than

competitions in integrating marketing activities towards determining and satisfying the needs and

wants of target market.


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Marketing In Past And Marketing At Present

The essence of marketing and exchange of product and the transaction is to satisfy the

human needs and wants. It may be defined as the process of exchange between the buyers andsellers, it includes a number of activity designed to plan, promote, distribute and price of a product

or service in order to meet the wants and needs of both the parties in exchange transactions.

In the past marketing was attached with selling concept where it was founded that the

consumers are not aware with the product. So they have to be forced to purchase the product. But

at present the concept is totally changed. Total marketing refers to identifying the consumer and

converting those needs and wants of product and service and they in turn creating the demand for

the product. Because some people are not aware of the product. So the manufacturers are now

producing the product as per the demand of the consumer.

In VERONA VITRIFIED PVT. LTD. Marketing plats an important role to develop theunit. These companies always think to develop a product keeping in mind and they requirements

and wants of the consumers. So in past, the had to ascertain the buyers class wants and

requirements.

At present VERONA VITRIFIED PVT. LTD. Marketing is expanded in many countries,

Previously it was not than much expanded. In India, it has divided into various zones like north

zone, south zone, east zone and west zone. The company has expert direct marketing

representatives the company has provided a website facility by which customer can take all the

information about the product.


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Market Competitiveness

COMPETITION FACED:

Market competitiveness refers to how the company is performing in relation to its

competitions in the market.

Today each and every business has to face the competition and it has became a part of

business.

VERONA VITRIFIED PVT. LTD. Has also to face the competitions and they have

competitions like.

1. KAJARIA.2. VARMORA.3. H.B. JOHNSON.The company is in the position to face the competition because of maintaining their quality

of product and customer satisfaction. The company does not believe in any compromise with the

quality of their product and service.

COMPETITIVE ADVANTAGE.

VERONA VITRIFIED PVT. LTD. Is unique amongst vitrified manufacture because of

their quality of products and customers. It is ahead because of their trends of renovating the

technology.


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Marketing Mix

INTRODUCTION:-

A successful marketing strategy must have a marketing mix as well as a target market for

whish the marketing mix is prepared. The elements of variables that make up only four.

Decision on product or service. Decision on price. Decision on promotion. Decision on distribution or place.

The four element of the marketing mix are shown in the given below.

PRODUCT MIX.

- Brand- Style- Color- Design- Product mix- Warranty- Label

PRICE MIX

- Pricing strategy- Pricing policy- Basic price- Terms of credit- Allowance


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PROMOTION MIX

- Personnel selling- Publicity- Sales promotion- Consumers- Dealers

PLACE MIX

- Distribution channel- Wholesalers- Retailers- Merchant / Agents- Physical distribution- Order processing- Warehousing- Transportation- Inventories


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Promotion Mix

Promotion mix is a layman language means all the efforts made by the company to sell its

product. Efforts are necessary not only to sell the products but also to maintain current sales and

retain and grow market share.

Promotion in dudes all the activity which the company undertakes to communication and

promote its product to the target market. The company tries to come out of the competition clutter

by pushing the product and pulling the customer.

Promotional efforts can be divided into following four categories.

PROMOTION MIX

A perfect blend of the above four in a company marketing policy will definitely lead to

growth and development. in case of vitrified, promotion of various pillars is as under.

- ADVERTISING - 50%- SALES PROMOTION - 40%

PUBLICITY10%

Since is an industrial product the proportion of personal selling is almost nil.

Today recession is prevailing in the market. Therefore only those firm will survive which

concentrate on planned and systematic promotional efforts.

ADVERTISING SALES

PROMOTION

PUBLICITY PERSONAL

SELLING


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INDEX

Sr. No. PARTICULARS P.NO

1. Introduction2. Concept Of Advertising

3. Importance Of Advertising

4. Purposes Of Advertising

5. Advertising Agency

6. Advertising Center Of

Marketing

7. VERONAs AdvertisingStrategies

8. Developing And Managing

An Advertising Program

9. The 5 Ms Of Advertising

10. Money

11. Budget Allocation

12. Advertising Layout

13 Layout Of Advertising In VERONA

14. Advertising Media

15. Media Used By This Company

16. Media Scheduling

17 VERONA Vitrified And Advertising

18 Mission

19 Message

20. Measurement


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IntroductionNow a day marketing plays an important role for the entire organization marketing is very

much important for all the products as without marketing the consumer will have luck of

information about the products. Thus to make the consumers aware of product marketing is done.

Advertising is one such form of impersonal mass communication. It is a major promotion

tool in the hands of the organization. It is used to direct persuasive communication to target buyers

and general public. It is a cost effective way to disseminate massage and is countries of the world.

Advertising is also a measure of growth of civilization and indication of the striving of the human

race for betterment and perfection.


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Concept Of AdvertisingAdvertising has become an inevitable part of business in the present competition age. The

present age is the age of advertisement. Advertisement is one of the most common tools

companies use to direct persuasive communication to target buyer and public. Advertising is a

form of mass communication.

Various authors have given different definitions of advertising. One of the most

representative and widely accepted definitions has been given by American marketing association.

Awarding to them, Advertising is any paid form of nonpersonal presentation and promotion of

ideas goods or service by an identified sponsor.

Advertising is in one form or another is used by most organizations. Advertisement is paid

for by a sponsor who wants.


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Importance Of Advertising

Give broad perspective of purpose of advertising are as followed:

1. INFORMATION TO THE CUSTOMERCustomer need information about various goods and services. Due to ignorance, a

consumer may purchase an inferior product pay higher prices or the event not know that the

product exists.

2. BRAND IMAGE BUILDINGVery often advertising is using to build a brand image. Images are mental picture of brand

that may appeal to the different segments of the target audients in varying degrees. Favorable

image will help in generating brand loyalty and disposition to buy that the brand in preference

to the another.

3. INNOVATIONAdvertising is seen to the perform this task most effectively for new products. In a way it

reduces the risk of the innovation can be more than revered by the sales which advertising may

generate and this encourages manufacturers to under take the research and development.

New Product Launch

Various strageties in duding the advertising are employed to make the potential buyer

aware of new product.

VERONA VITRIFIED PVT LTD. Given advertising in broadcast media.


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ADVERTISING Purposes

The real purpose of advertising sell the product through effective communication.

Advertising is also employed to promote the bright image of the firm in the society. Advertisingprogrammed as an integral part of the promotion company in may have one or more of the specific

objectives.

An advertising goal is a specific communication task and achievement level to be

accomplished with a specific audience in a specific period of time.

- WLLEYAdvertising object an be classified according to

TO INFORM

- Telling the market about a new product.- Suggesting new uses for a product.- Informing the market of a price change.- Correcting false impression.- Reducing buyers fears.- Build a company image.

TO REMIND

- Remind buyers where to buy it.- Keeping it in buyers mind during off seasons.- Maintaining its op of mind awareness.

TO PERSURDE

- building brand preference.- Encouraging switching to the brand.- Changing buyers perception of product attributes.- Persuading buyers to purchase now.- Persuading buyers to receive a sale all.


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VERONA VITRIFIED has selected the following as its advertising objectives.

- To increase sales.- To counter competition.- To enter a new market.- To create and retain customers.- To increase replacement rate.- To support the sales force.- To support the dealers.- To obtain immediate buying action.- To position the brand in target market.- To increase populations of companys product.


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Advertising Agency

An advertising is an independent concern action as a specialist in advertising. It acts as an

agent or consultant of the advertiser who is a manufacturer, wholesaler or retailer. Also, it actedas a space brokers for the media owner, e.g. newspapers today, they are advertising experts or

specialist in planning, creating and placing of Advertisement. They plan and expiate entire

advertising companies. They conduct market research on behalf of business enterprise. They select

the media of advertisement.

BENEFIT OF ADVERTISING AGENCY.

1. The company can-not have all types of specialists such as copy writers, artists, designstaff,market research experts etc. the agency can have these highly paid specialists on a payment

basis.

2. The agency can see the product its merits and demerits through the eyes of buyers who are alsooutsider.

3. Companys own department may not have that much time to produce the results the agencyfeels a greater pressure for giving effective performance.

4. Finally the agency is paid by the media owner.VERONA VITRIFIED has selected add agency for its national level advertising. The

Rajkot branch of the company appoints any one of the load ad agencies. Which it finds best for its

advertising program.


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Advertising

Center ofMarketing

Advertising is used to direct persuasive communication to target buyers and public. There

will be hardly a field of business in which advertising is not used for sales expansion. there is no

exaggeration in saying that modern age is the age ofadvertising It is a strong media for maintain

producer and consumer.

According to the marketing manager of VERONA VITRIFIED, they have already

established brand image in the minds of consumers. Has over the year won high level of

consumer acceptance. At present they are trying to continue brand image and attract more

potential consumers and the aim of advertising is to motivate the people, motivate here means

convert desire stage into action stage.

In short, Advertising communicates the present and commits the future. To communicateabout his product or service to his customer. The sponsor wants to persuade and induce the readers

viewers or listeners to take some action. Thus, advertising is purposeful communication designed

with a view to achieving specific objectives.


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Verona Vitrifieds Advertising Strategies

Since the inception of VERONA VITRIFIEDS advertising the company has used the

following strategies.

- corporate advertising- cooperative advertising

CORPORATE ADVERTISING

It means that all the expenses of advertising are borne by the company it self. The

proportion of this type of advertising is 60+ in its total investment towards advertising by the

company. It include

- Newspapers- Magazines- Posters- Boards- Wall painting- Electronic display- Circular- Price list- Cards- Catalogs- Folders- Personal letters, TVs

COOPRATIVE ADVERTISING

It means that cast of advertising will be borne by dealers as well as the company. In

VERONA VITRIFIED cost borne by dealers is 30% and by the company is 70% its proportion is

40% in total investment towards advertising.

HOW DOES IT WORK IN VERONA VITRIFIED ?

All the dealers are allowed to take part in advertising function and they are reimbursed

70% of the expense incurred by them and remaining 30% is to be borne by the dealer.

All the dealer are given minimum limit of Rs. 3000 and maximum limit of Rs. 7000 for

such reimbursement expenses are allowed depending on capacity of dealer.


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Developing & Managing

AN ADVERTISING PROGRAM.

In developing a program marketing manager must always start by identifying the target

market and buyer motives. Than aim market the five major decisions in developing an advertising

program known as the 5 ms

Mission : What Are The Advertising Objective? Money : How Much Aim Be Spent? Massage : What Massage Should Be Used? Media : What Media Should Be Used? Measurement : How The Reject Should Be Evaluated?


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The 5 Ms Of Advertising

1) MISSION- Objective of Advertising

2) MONEY- Factors to be considered

- Competitions clutter

- Advertisement frequency

- Product substitutability

- Market share and consumer bases

3) MESSAGE- Message Evaluation And Selection

- Message Exertion

- Social Responsibility Review

- Message Generation

4) MEDIA- Major media types

- Specific media venires

- Geographical media allocation

- Reach, frequents. Impact.

5)

MEASUREMENT- Sales impact

- Communication impact


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MoneyMoney represents the budget of advertisement. It is also called as advertising

appropriation.

Having established the advertising objective the next important managerial task is to

determine the advertising appropriation for budgeting periods. There are many methods for

determining advertising budget, which are as under.

- As you can afford method- Percentage on sales method- Competitive party method- Return on investment method- Objective and task method

By VERONA VITRIFIED no specific method is adopted but they use two ways.

PAST SALES

Past 4-5 year sales turnover or of estimated sales, turnover for current year is decided and

on that basis estimated budget is prepared. After approval of appropriate top authority, spent is

decided.

FUTURE DEMAND

It is also considered many factory like clumity, demand by particular segment etc. are

considered which fixing advertising is required and viseversa.

FACTORS CONSIDERED.

Financial strength is important factor while deciding companys ability to spend. If

financial position is strong more funds is available for advertising VERONA VITRIFIED has a

huge network and sales turnover usually goes for budget in crores.

SALES

The sales of product in past also determines share of funds available in the next coming

years.

TOTAL DEALER NETWORK

Expansion of dealer network calls for more advertising and there by more spending on it.


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NUMBER OF DEALER

For co-operatively ads all the dealer are given limit of Rs. 3000 to Rs. 7000. Hence, by cal

elating total number of dealer with maximum limit the budget for co-operative ads can be deeded.

ESTIMATES BY THE AD AGENCY

However, many other factory also affect advertising budget formulaic depending on

current passion and need of advertisement.

VERONA VITRIFIED has about dealer in Gujarat and out of Gujarat. Out of which 40%

of network takes active part in advertising program. Yearly advertising budget is prepared by

particular branch only.


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Budget AllocationTotal advertising for the year 2008-09 is Rs. 4 crores.

Percentage share of different media and other relative costs are us under.

Depending on requirement of particular area the advertising budget is changed.

MEDIA SHARE COST(Rs.)in lacks

Wall Painting 50% 200

Hoardings 25% 100

Newspaper 15% 60

TV advertising 5% 20

Others 5% 20

Total 100% 400


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Advertising Layout

Alternative layout deal with proper and attractive physical arrangement for the best

presentation of the message or sales communication. A visual layout of an advertisement has the

following elements.

- headline- illustration- color- body copy or text- slogan

1. HEADLINEHeadline must put for the main theme or appeal in a few words. It should be clear, simple,

short and attractive to hold attention of the prospect. It should be printed in prominent manner.

2. ILLUSTRATIONThey provide line drawings, cartoons, pictures, symbols, photographs, for attracting

interest. It is the best and most effective way of communication of ideas.

3. COLORIt is an importune ingredient of an advertisement. Color has great attention attracting

power. Color contrast is more attractive and pleasing to our eyes.

4. BODY COPY OR TEXT.It is called the heart of advertising copy. It will point out the selling points of the selling

points of the product, when it can be secured, what benefits the product will offer ? what its price ?

how it is to he used ?

5. SLOGANA slogan should be a fundamental sales argument for a product or service, expressed in few

words; it should contain brand name and name of company.


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Layout Of Advertising In Verona Vitrified

Ads of VERONA VITRIFIED can be found always in the background of symbols of ivory

white color. The color and arrangement of words and pictures affect the most to the perception of

viewers.

Reasons For Effectiveness Of Advertising Copy Of Verona Vitrified

- COLOR - Milky white

- SLOGAN - The face of all desire.

Uniformity Of Advertisement

VERONA VITRIFIEDs advertisement are uniform everywhere, moreover there have been

very minute changes in advertisement copy since the beginning.

Message Of The Ads

The message always concentrate on strength of tiles and new technology of tiles. There

fore it has created a strong brand image.


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Advertising Media

In Marketing Media Decision There Are Many Factors.

1. The financial allocution for advertising2. The nature of product and the demand for it.

3. The type of prospect their location and other characteristics.

4. The nature of competition and extent of coverage required.

5. Cost of media, co-operation and promotional aids offered by media relation.

MEDIA OF ADVERTISING

APRINT MEDIA

News paper

Magazines

Trade journals

and s ecialists.

BOUTDOOR OR RURAL

Poster

Hoarding

Sky ads

Sandwich

Men

Electronic sign

CDIRECT MAIL

ADVERTISING

DBROAD COST

MEDIA

Radio

Television

Screen slides

ETRANSIST

Railways

Buses

Airplanes

Car cards

EOTHER FORMY

Window display

Point of purchase

material

Exhibitions

Director

Other direct

mail

Catalogues /

fatlets pamphlets/ brochures

Price listCirallural

sales letters


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Media Used By This Company

1. PRINT MEDIA.With the development of information technology. There has been an explosion of

information. Moreover it provides more utility in less as compared to other medium.

VERONA VITRIFIED considers some important point while selecting news paper like

eiralation of newspapers and quality of service. After considering these points, particular

newspaper is chosen.

2. BROADCASTING MEDIATelevision and radio are the popular media of advertising. Which are also called

broadcasting media. It is a wonderful means of muss communication for creating.

3. OUTDOOR MEDIAVERONA VITRIFIED pays the almost attention to outdoor media VERONA VITRIFIED

has adopted posters, hoardings and wall paintings as media of outdoor advertising. The philosophy

of the company is that company wants to create a strong brand image through hoardings and wall

painting.

The VERONA VITRIFIED uses most of available media as under its advertisings.

AT BRANCH LEVEL

- Level newspapers- Hoardings- Hand bills, pamphlets etc.- Mobile phones- Posters- Boards- Electronic display- Demonstration

AT HEAD

OFFICE LEVEL

- National newspapers- Magazines- Major TV channels- Catalogues- Advertising specialty- Internet- Folders- Personal letters


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Methods For Shceduling Media

After selecting the appropriate media the planer decides how many space or time

units of each product to buy and schedules theme for release over a period of time. The major goal

is to schedule advertising when consumers are most apt to buy.

The methods for advertising schedule are follows

1. CONTINUES SCHEDULEIn this method advertising run steadily and varies little over the campaign period. It is the

best way to build continuity. Advertising usually follow this scheduling pattern for products

consumer purchase regularly.

2. FLIGHTING SCHEDULEFlighting alternates periods of advertising with period of no advertising. This intermittent

schedule makes sense for product and services.

3. PULSING YEARIt mixes continues and fighting strategies. The advertiser maintain a law level of a

advertising all year but uses periodic pulses to HEAVY UP during peak selling periods.

In the VERONA VITRIFIED they adopt the flighing schedule media because in this

method they gives advertise in the seasonal periods i.e. Summer, Vinter and in the festival like

Diwali, Navaratri etc.


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Verona Vitrified And Advertising

VERONA is the pioneer in marketing of tiles industry. The company need not used to give

any brand name to his product.

Tiles are such a product that demand can be created and one can insist others to buy it. But

they can motivate the customers to buy their product. VERONA VITRIFIED also set the trend and

implement concept of modern marketing.

Now a days, VERONA VITRIFIED used to advertise in metro city, than after some time

they started in every big city and than start small villages also.


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MissionThe objective with which advertising is done is called MISSION an advertising objective

is a specific communication task and achievement level to be accomplished with a specific

audience in a specific time.

The VERONA VITRIFIED the sole main objective of creating a strong brand image in the

minds of customers. Advertising objective of VERONA VITRIFIED is.

IMAGE BUILDING

Advertising should be such that occupies distinct place in the mind of consumer. Today

brand image of VERONA VITRIFIED is very strong. Their corporate advertising campaign

ULTIMATE FLUORING IDEA is also constituted on the basis of image only.

IT SHOULD BE RETAINED BY CONSUMER

Advertising should be designed in a way that the message of advertiser is understood in a

way as desired by VERONA VITRIFIED.

TO PERSUADE CONSUMER FOR BUYING

Advertising should be persuade highlighting benefits & features of cement. It tries to

convince consumer for favoring VERONA VITRIFIED.

Thus, we can say that the objects of VERONA VITRIFIED are broadly classified into 3

main objectives.

TO INFORM i.e. telling them about existence of your products.

TO PERSUADE i.e. building brand preference for your product only.

TO REMIND i.e. enlarging them for repeat purchase.

Thus, the main goal of advertising is to facilitate increase in sales, saving the interests of

member unions of objectives of VERONA VITRIFIED.


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MessageAll the advertisements foal on certain message. This message should be according to the

mission decided, the target group & need of the organization.

There fore an advertisement copy must be prepared considering the effectiveness of

message.


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Measurement

The effect of advertisement on awareness, knowledge & preference should be measured as

advertisement is taken as an investment. The return on investment should be measured by a proper

way.VERONA VITRIFIED has a proper way to check in advertising program. Dealer & ad

agency is required to give the proof of their & way.

Measurement of effectiveness of advertisement is done through opinion collection of

- Dealers- Existing customers- Probable customers- Advertising / expertImpacts of different media on different people.

PRINT MEDIA

IT INCLUDES NEWSPAPER, JOURNALS, MAGAZINES ETC.

Therefore a regular reader class can be covered. VERONA VITRIFIED targets on the

consumers who are contractors, dealer, engineers, architects, ordinary people in general. The

impact of print media remains fresher as compared to broadcasting media. A selected group can be

targeted through specific trade journals or newspapers.

BROADCASTING METHOD

Broadcasting media covers a mass of people over the country or countries at a stretch. It

affects more to people as we remember more what we are instead of reading it. Thus, VERONA

has now started giving advertisement on television in home town.

OUTDOOR MEDIA

It affects to all people who are passes by of a particular place e.g. hoardings. Thousands of

people come across a hoarding in a day. Hence exposed to number of times. Hoarding and wall

painting affect the load people who can easily contact the dealer or distributors through a hoarding

because each hoarding displays the name and address of authorized dealers / sub dealers of near by

areas.


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Swot Analysis

Swot analysis means the analysis of.

S - Strength.W - Weakness.

O - Opportunity.

T - Threat.

STRENGTH

1. Strong market awareness2. Technology3. Reputation of company4. Develop rural area to reach at the global position

WEAKNESS

1. Irregularity in time cost2. VERONA industry entered late in the market

OPPORTUNITY

1. Rapidly and continuous growth in the market. So company will thinkabout expansion.

2. Growing rate of consumer awareness.THREATS

1. Highly competitive market against imported vitrified tiles.


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Future PlanFuture plane of VERONA VITRIFIED is to become leading companies in the vitrified tiles

all over the world.

They will be installing new latest machines for increasing productions and various designs

and ran ges to meet the upcoming market needs. Also they wanted to try servicing those services.

They will be starting new project of vitrified tiles in Morbi and the name is CASA

VITRIFIED PVT. LTD.


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Suggested StrategiesSome of the suggestive strategies to the marketing problems of VERONA VITRIFIED can

be under.

- FREQUENT ADVERTISEMENTSOne of the best solutions to it marketing problems in frequent advertisement of the product

of VERONA VITRIFIED in different TV programmers. It should specially select prime time to

seek attention of major target audiences. There should be high only through television but also

other medias like cell phones, radio, print media, outdoor media etc. due to high frequency of

adopt the effects of carry over will also reduce to a greater extent.

- BUILD STRONG BRAND IMAGEPreviously the brand image of VERONA VITRIFIED was very strong due to lower

frequency of advertisements the consumers brand recall ration reduced & as a result the brand

image also become some what weaker. So frequent advertising &thus remarking of its products

will help VERONA VITRIFIED to build up a stronger brand image

Thus, there are some of my suggestive strategies to the marketing problems fuad by

VERONA VITRIFIED.


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Conclusions

I have visited VERONA VITRIFIED and got an experience will definitely help in my

future.

The co-operation of the employee is good. The management is also effective and efficient.

All the departments are also handled by the authorized person who have great experience and it is

one of the response of sues of the firm.

So, I wish the company makes more and more profit, fulfill to future plans and get good

global market.


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Bibiliography

Marketing ManagementsPhilip Kottler.

Advertising ManagementMahenra Mohan & Areas Bovee.

1verona Report Final Print

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