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Submitted by

Kunal RajanAES PGIBM, AHMEDABAD

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Preface

Advertising is a very interesting word for me. From my childhood

I love to see advertisements and I am very enthusiastic to know more about

advertisements. So when I was given an opportunity to do summer project, I

selected advertising industry because it has always been the industry of my

choice.

The whole process of approach of the client to the outcome of the

communication in the form of advertisements has taught me a lot. The

creative aspects, in addition to the pressure of meeting deadline are unique inthis industry.

With the growth of the industry in India and the full-fledged operations of

the MNCs, the expenditure on advertising has seen growth. Now companies

do more and more advertising of their products in order to improve their

sales and compete with their competitors. This gives freedom to the

advertising agencies to display the best of their potential. My project is

divided into three parts. Firstly, I have made an effort to study the current

scenario of advertising industry in India. Second I have tried to learn

functions of various departments of Mudra. Third, I was given an analysis of

the advertisement campaign of Graffiti tiles by Mudra and subsequently

ways to improve the visibility of the ad campaigns.

This project has been carried out with sincere efforts and theoretical inputs

have been well included after carried out lot of study. It has certainly been a

very good platform to study advertising and related aspects.

Salient features

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Project name : Advertisements at Mudra anInsight

Company : Mudra communication, Ahmedabad

Department (working with) : Marketing

Training Officer : Mr. Shobhan Dhruva (Director -Brand Communications, MudraCommunications Pvt. Ltd.)

Duration of project : 2 months (15th may to 15th July)

Study on : Advertising Industry

About Mudra

Working of differentdepartments

Marketing Research

Advertising campaign onGraffiti

College name : AES PGIBM, AHMEDABAD

Name of presenter : Kunal Bansidhar Rajan(M.B.A. I, Sem II)

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Acknowledgement

First I want to thank god for making me able, to be a part of M.B.A.

programme. For understanding the practical aspects of the industry as a

M.B.A. student, we have to carry out summer project in any industry of our

choice. So, I really thank those persons who give us this kind of opportunity

to do our practical work.

I extremely grateful to

Mr. Shobhan Dhruva (Director Brand Communications)Mr. Parin Shah (Executive Brand Communications)Mr. Jayesh vaghela (Group Head - Art)Mr. Kamleshbhai (Art Designer)

For giving me an opportunity to work on such a specific field to improve my

knowledge about advertising. I have been able to work in the High-profile

organization and gain a lot of important knowledge about advertising due to

their immense help in the form of guidance & suggestions..

I also thankful to all staff-members of Mudra communications for givingtheir friendly response and kindly support to me in my project.

I thank my college professors for giving me their valuable suggestions and

guidance. I thankful to my college staff also, for giving their support in my

project.

Last but not the least, I also thank my classmates for their support and helpin doing my project effectively.

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Executive Summary

Today most organizations, large and small, that rely on marketing to createcustomer interest are engaged in consistent use of advertising to help meet

marketing objectives. This includes regularly developing advertising

campaigns, which involve a series of decisions for planning, creating,

delivering and evaluating an advertising effort. These things are involved in

this project.

I studied about advertising industry in India, the planning & execution

process of advertising, and functions of different departments of Mudra.

I did practical learning by participating in advertising campaign for

Graffiti. I also worked on market research for Graffiti.

Working with seniors in the marketing department, I learnt very important

things about marketing operations and market research. How market

research is carried out, how to make effective questionnaire, how to ask

questions in order to easily understood by the responders without vesting

their time, how to approach different kind of clients and responders, how to

arrange our work these all things I learnt during this project.

During this project, I learnt, not only about advertising but also about the

working environment of an organization and the effective relationship

between employees.

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Table of Content

No. Topics Page no.

1. Objective of the Study 7

2. Introduction to Advertising Industry

8

3. Advertising Industry in India

(Current Market Situation)

26

4. About Mudra 38

5. Functions of different departments ofMudra

46

6. Research Methodology 49

7. Data collection & Interpretation 50

8. About GRAFFITI 53

9. Advertising campaign for Graffiti 60

10. Conclusion 66

11. My Learnings 67

12. Annexure 70

13. Bibliography 73

14. Webography 74

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1. Objective of the Study

1. To study the current scenario of Indian advertising industry.

2. To study how the planning and execution of advertisements from

starting stage to finalization stage.

3. To conduct market research on designer tiles and to suggest how can

advertising agency make better and effective advertisements.

4. Recently competition has intensified in the industry and most of the

corporate have started reverting to advertising to differentiatethemselves. My study therefore focuses on importance of advertising.

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2. INTRODUCTIONTO

ADVERTISING INDUSTRY

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TOPICS:

Introduction about advertising industry

Definitions

Who pays cost for advertising

Advertising involvement

Basics of an advertising campaign

The advertising department

Appointing an agency

Role of the advertising agency

Copy writing

Layout and typography

Design and layout

Introduction

Marketing is more than just distributing goods from the manufacturer

to the final customers. It comprises all the stages between creation of the

product and the after-market which follows the eventual sale. One of these

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stages is advertising. The stages are like links in a chain, and the chain will

break if one of the likes is weak. Advertising is therefore as important as

every other stage or links, and each depends on the other for success.

The product or service itself, its naming, packaging, pricing and

distribution, are all reflected in advertising, which has been called the

lifeblood of an organization. Without advertising, the products or services

cannot flow to the distributors or sellers and on to the customers or users.

A successful national economy depends on advertising promoting

sales so that factory production is maintained, people are employed and have

spending power, and the money goes round and round. When this process

stops there is a recession. Similarly, prosperous countries are those in which

advertising does its job. In third world countries and Russia, economies are

poor and advertising is minimal, especially when a large proportion of thepopulation is young non-earners.

The modern world depends on advertising. Without it, producers and

distributors would be unable to sell, buyers would not to know about and

continue to remember products or services, and the modern industrial world

collapse. If factory output is to be maintained profitably, advertising must be

powerful and continuous. Mass production requires mass consumption

which in turn requires advertising to mass market through the mass media.

Definitions

Marketing:

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The management process responsible for identifying, anticipating

and satisfying customer requirements profitably.

Advertising:

Advertising presents the most persuasive possible selling message to the

right prospects for the product or service at the lowest possible cost.

Costs: who pays for advertising?

The cost of advertising is justified in two ways: it enables the

consumer to enjoy the product (and, where there is competition between

rival products, to have a choice), and it also enables the manufacturer or

supplier to enjoy a profit.

Generally, prices fall as advertising increases demands. If advertising

were to be stopped demand would also fall off. Either the product would fail

to sell, or the price would have to be increased as it would be more costly to

produce and distribute a smaller quantity.

Advertising involvement

Although advertising is listed as a single element it is associated with almost

every other element, borrowing from them or interpreting them.

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a) The volume, emphasis and timing of advertising will depend on the

product life cycle situation. For instance, at the introductory or

recycling stages, the weight of advertising will be heavier than at the

maturity or decline stages.

b) Marketing research will provide evidence of motives, preferences and

attitudes which will influence not only the copy platform or

advertising theme but the choice of media through which to express it.

c) Naming and branding may be initiated by the advertising department

or agency, and clearly plays an important role in advertisement

design.

d) The product image will be projected by advertising and PR.

e) The marketing segment will decide the tone or style of advertising,and the choice of media.

f) Pricing can play an important part in the appeal of the copy. Is the

product value for money, a bargain or a luxury? Pricing can be a very

competitive sales argument. People are very price conscious. Even

though legislation prevents the control of prices, indication of likely

or list prices, can be important aspects of advertising appeals.

g) The product mix has many applications. In advertising, one product

may be associated with another, or each brand may require a separate

campaign.

h) Packaging is a vital aspect of advertising, as when recognition is

sought. It is itself a form of advertising, especially at the point of-

sale, as in a supermarket when the package often has to identify the

product and literally sell if off the shelf.

Increasingly, Eco-labeling will be looked for as proof that a

product is environmentally friendly. There are schemes in manycountries for approving products so that they may carry E marks.

i) Distribution involves trade advertising such as direct mail, in the trade

press and at exhibitions.

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j) The sales force has to be familiarized with advertising campaigns

which will support their efforts in the field.

k) Market education is a public relations activity aimed at creating a

favourable market situation in which advertising will work.

l) Corporate and financial public relations often use institutional

advertising in the business press. The corporate image may be the

theme of institutional advertising.

m) Test marketing requires a miniature advertising campaign simulating

the future national campaign.

n) Advertising research includes copy-testing, circulation and readership

surveys and statistics, recall tests, tracking studies and cost-per-replyand cost-per-conversion-to-sales figures.

o) Sales promotion can augment or even replace traditional advertising.

p) The after-market calls for advertising to make customers aware of

post-sales services.

q) The maintenance of customer interest and loyalty may be achieved by

advertising which promotes additional uses and accessories, or simply

reminds.

r) On-going public relations activities help to maintain long-term brand

recognition.

Basics of an advertising campaign

A campaign should follow a five-point plan:

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1. What exactly is to be achieved? Do we aimto achieve, say, a given

sales target?

2. When is this to be achieved? This week over the year?

3. What is the strategy? Will the extra sales come from new or

existing customers or by switching customers from other brands?

4. What tactics shall be used? What creative ideas and media?

5. How much will this cost? It is a good investment?

The advertising department

The organization of advertising and public relations differ, so that

most advertising personnel work in advertising agencies but public relations

personnel work in-house. Nevertheless, both do have internal and external

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services. Whereas in advertising it would be unusual not to use an agency, in

public relations it is not absolutely necessary to use consultancy. This is due

to the very different natures of advertising and public relations, and to the

very different personnel employed by each.

The result is roughly that the larger the volume of advertising the

greater the need for an advertising agency and the ability to share the skills

of many specialists. The greater the volume of public relations department

to deal with the communication needs of numerous departments. If extra

work (or specialized work such as financial or parliamentary relations)

occurs, a consultancy may also be used.

The in-house advertising department servers two purposes: to buy andsupervise agency services and to buy supervise services not provided by the

advertising agency. This division of responsibilities coincides with above-

the line and below-the line.

Appointing an agency:

The advertising agent is the agent of the media, and the agent acts as

principal and is legally responsible for the payment of space and airtime

costs even if the client defaults, it is necessary for the advertiser to choose

and appoint an agency to produce its advertising.

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The advertising manager is therefore engaged in the search for an

agency, its appointment and eventual re-appointment or otherwise. This will

usually be done in association with superiors such as the marketing director

and managing director who will sign the contract of service.

The appointment of the agency results from a number of agencies

being short-listed. This is called shopping for an agency. Arrival at this

short-list will depend on having decided how much and what kind of

advertising is required. The size of the appointment or budget will merit a

small, medium or large agency. Technical, industrial or business-to-business

products or services are best served by a technical or business-to-business

agency.

Role of the advertising agency

Agent acts as principal:

The role of the advertising agency is to plan, create and execute

advertising campaigns for clients. However, extent to which it does so varies

today according to the kind of agency it is. There are agencies which offer

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every kind of service, those which only buy media, those which only create,

and others which offer special services.

Middle position:

Operating in this middle position almost like a wholesaler between

advertiser and media owners, the role of the advertising agency can be

summarised in two ways.

a) It offers the client a team of highly skilled experts which can be

shared with other clients. It would not be economic for the majority of

clients to employ such a team full-time. The agency is also skilled at

buying ancillary services such as film and video production, artwork,photography, print, typesetting and marketing research.

b) It offers the media an economic way of buying and selling space

airtime since the media owners have to deal with a relatively small

number of agencies compared with thousands of individual

advertisers. The quality of advertising production will be high and

will match the standards and requirements of the media, and the

advertisements will comply with the law.

Services agencies:

1. Full-service agencies:

These are large or medium- size agencies capable of conducting a

complete advertising campaign. They may have subsidiary companies or

have associations with other companies dealing with marketing research,

public relations, recruitment advertising, or sales promotion.

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2. Medium-size agencies:

There are many other medium-size service agencies which are

responsible for most modest accounts, augmenting their regular staff

with freelance and specialist services as and when required. There are,

for instance, many first-class freelance copywriters and visualiser who

prefer to work independently. The future is likely to see an expansion

of home-based creative staff that can produce layouts on computers,

write copy on word processors, and transmit their work electronically

to terminals in agency offices. This is one way in which agencies can

reduce the high cost of renting city offices.

3. Business-to-business agencies:

As the name implies, these agencies specialize in advertisingindustrial and technical goods, which are generally combined as

business-to-business advertising mainly in the trade and technical

press, at trade exhibitions, and by means of printed materials such as

sales literature, catalogues and technical data sheets. Payment is

usually on a fee basis. Often, the principals of the agency will have

worked in industry, perhaps as advertising managers. The creative

staff will be familiar with the technology and its jargon and capable of

writing and designing authentically. This kind of advertising calls for

meticulous attention to detail. Although the accounts are smaller in

value, they tend to be more stable frequently in search of fresh ideas.

Copy writing

Writing copy that sells

The creative team:

Advertising must present the most persuasive selling messages.

Copywriting is the art of writing selling messages. It is salesmanship in

print. If it fails to provoke the desired attention, interest, desire, conviction

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and action it has failed. Of course, it is likely to be assisted by other forms

of creativity such as pictures, typography and perhaps colour, but the

copywriter should thinkvisuallyand direct these other elements to achieve

his or her purpose.

The copywriter should work closely with the visualiser andtypographer to obtain artistic and typographical interpretation of his or her

copy. The copywriter cannot successfully work in isolation, merely writing

the words, with artists working in similar isolation to create the physical

appearance of the advertisement. Ideally, and for practical reasons, the

complete advertisement should be a team effort. The design or layout should

give effective presentation of the words, the illustration should give

emphasis and support, and the typography (choice of typefaces, and their

size and weight) should make the copy legible and give emphases where

necessary. The copywriter should always try to write the final appearance of

the advertisement in mind.

Basic rules:

The essential characteristics of copywriting are as follows:

1. It must sell, even if it reminds.

2. The secret of successful advertising is repetition, whether by

continuously advertising or by the use of repetition in the

advertisement.

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3. People do not necessarily want to read the advertisement. Therefore

the message must not waste words, and convey its message quickly

and with impact.

4. If the reader hesitates at an unknown word, attention is lost. Therefore

every word must be easily understood and there must be noambiguity.

5. Short words, short sentences, short paragraphs help to demonstrate the

message and make it easy and quick to read and absorb.

6. While taking care to writ clearly and accurately when usinglanguage,

copywriters must also develop skills forabusinglanguage to achieve

the results demanded by the brief.

Layout and typography

Planning the advertisement

1. Teamwork:

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Advertisements are often produced separately by the art director, who

designs them, and the copywriter, who writes the text and creates the basic

idea and theme known as the copy platform. As has already been

emphasized in 11:1 these two creative experts should work as a team. The

copywriter should think visually, that is considered how the words should be

seen as well as read. It is a bad system for the two to work in isolation, and

for the visualiser merely to fit words to design. If there is no teamwork, and

no discussion between visualiser and copywriter, the result could be an

advertisement crammed with too much copy printed too small to be legible.

Similarly, the copywriter could suggest how the advertisements should be

illustrated, while the visualiser could suggest how many words are required

for the available space.

2. AIDCA formula:

This well-used formula helps in the overall planning of an

advertisement, and it is particularly applicable to the hard-selling

advertisement. It applies not only to the copy, layout and typography but

also to the choice of medium, the space size and its position in the

publication. An analysis of the five elements of the formula will explain this

more precisely.

3. Attention:

Unless an advertisement grabs attention, diverting the reader from

either the editorial or other advertisement, it will not even be noticed.

Attention may be achieved by position in the publication (either which page

or on which part of a page), or by the size or shape of the advertisement.

Even a tiny advertisement will attract attention if it is in the right position

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(e.g. a house for sale classified or a resort ad in a section on holidays).

Creative devices can be used to attract attention, e.g. colour, headline,

Illustration together with the general layout and choice of typeface. Thus,

attention-getting may depends on a blend of factors, not forgetting the

subject of the advertisement itself.

4. Interest:

There is no point in using these devices to make people look at the

advertisement unless it also gains theirinterest. It may do so selectively, and

certain readers will be interested in advertisement for, say, cosmetics, foods

etc. interest may be achieved by the offer, the picture, or the copy and these

will in turn be strengthened by the impact of the wording and presentation.

5. Desire:

After attraction and interest, readers must be encouraged to desire the

product or service. It is most important element. How, creativity, can it be

made desirable? What benefits are offered? There is an exchange situation:

what will the reader gain by paying the price? Why should the reader

sacrifice his or her money? answering these questions in order to makepeople to desire.

6. Conviction:

It is all very creating the wish to buy, own or enjoy the product or

service, but it is also necessary to inspire convictionthat it really is worth

buying and that it will give satisfaction. This may require convincing facts,

proofs of added value, performance, testimonials and so on. Readers are

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likely to lose interest if essential information is missing from an

advertisement.

Such information could include the price, which can be one way of

judging a product or service. Is it good value for money?

7. Action:

The next question is how can the advertisement induce response?

Some advertisement merely remind, others build up interest and desire

against immediate action.

Design and layout

The design of a press advertisement goes through a number of stages. First,

rough scribbles, scamps or visualiser will be sketched in pencil or marker

pen, and numerous experimental versions will be produced by the visualiser,

until the final layout.

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Final idea will be worked up in a form which is sufficiently intelligible and

can be shown to the client for approval. When this provisional layout is

approved, artwork is commissioned and the layout artist produces finished

layouts with typographical mark-ups, regarding typeface and sizes.

The eight laws of design:

The basic principles of design, which can be applied to advertisement, are

Law of unity

Law of variety

Law of balance

Law of rhythm

law of harmony

law of proportion

law of scale

Law of emphasis

Typography:

Typography is the art of selecting typeface, of which there are

thousands of designs; blending different typefaces; casting off the number of

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words to fit spaces; and marking up copy for typesetting, using different

sizes and weights.

Television commercials:

Storyboard:

The visual for a TV commercial is a set of drawing set in TV-screen

shapes or rectangles which tell the story of the proposed commercial. This is

known as the storyboard. The client approves this, together with the copy,

before any shooting is done.

Special effects:

The agencys TV producer is responsible for the conception of the TV

commercials. The actual commercial is then made by an outside director and

production unit. Most commercials are first made on film, but can be

transferred to video for post-production treatments such as special effects

and computer graphics.

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3. ADVERTISING INDUSTRY ININDIA

(Current Market Situation)

Current market situation

Key findings:

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Print constituted 36% of total advertising in Q1 2006

In Q1 2006, Print ad space grew by 24% over Q1 2005

Southern publications cornered 38% of print advertising

The Services industry contributed to 15% of print advertising in

Q1 2006

Properties/real estates was the top category with 12% share

Hewlett Packard India was the highest spending advertiser with

2% share in print

Newspapers cornered 96% ad space in Q1 2006

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1. Share of TV, Press and Radio in overall advertising in Q1 2006:

Print medium had the highest share (36%), second to TV advertising in Q1

06

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2. Drift of Print advertising from Q1 2004 to Q1 2006:

Q1 06 experienced a growth of 24% in ad space compared to Q1 05

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3. Zonal split of Print advertising in Q1 of 2006:

Southern publications garnered maximum share (38%) of print advertising

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4. Share of super categories in overall Print advertising in Q1 2006:

In Q1 06 the Services* super category emerged with a share as high as 15%.

This super category encompasses all kinds of services offered, right

from hospitals/clinics to beauty parlors. (* Services include categories like

Properties/Real Estates, Travel & Tourism, Airlines, Transport, Courier

Services, etc.)

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5. Top 10 categories in Print advertising in Q1 of 2006:

Properties/real Estates accumulated a share of 6% in print advertising in

Q1 06

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6. Top 10 advertisers in Print for Q1 2006:

In Q1 06 Hewlett Packard India Ltd was the top advertiser with a share of

2%

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7. Nature and genre of Publications used in print in Q1 2006:

Business Newspapers constituted a share of 9%, while 20% of Magazine ad

space went to Womens magazines in Q1 2006.

(Source: Advertising trend in Print media in 1st Quarter of 2006: AdEx

study - June 9, 2006)

The Indian Top 10

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Top 10 Brands:

1. Colgate

2. Amul

3. Dettol4. Britannia

5. Lifebuoy

6. Ariel

7. Horlicks

8. Lux

9. Zee T.V.

10. DoordarshanSource: - A & M

Top 10 Advertising Agencies:

1. HTA

2. O&M

3. Mudra

4. FCB-Ulka

5. Rediffusion DY&R

6. McCann Erikson India

7. R.K.Swamy / BBDO Advertising Ltd.

8. Trikaya Grey Advertising

9. Chaitra Leo Burnett

10. Pressman Advertising & Marketing

Source: - A & M

Top 10 Advertising Spenders 1999-2000:

Ad Spend (in Rs. Crore)

1. HLL 688.95

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2. ITC 201.24

3. Colgate-Palmolive (India) 163.87

4. Dabur India 114.12

5. Nestle India 108.516. Videocon International 103.41

7. McDowell & Co 86.05

8. Tata Tea 73.47

9. Maruti Udyog 65.63

10. Godfrey Philips India 65.05

Source: - A & M

Top Indian Companies:

Rank (2000) Rank (1999) Company

1 11 HINDUSTAN LEVER

2 2 IOC

3 10 BPCL

4 6 HPCL5 9 VSN

6 13 ITC

7 27 WIPRO

8 120 BHEL

9 39 HERO HONDA MOTORS

10 17 BAJAJ AUTO

11 3 RELIANCE INDUSTRIES

12 37 NESTLE

13 5 GAIL

14

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15 1 ONGC

16 20 M&M

17 86 INFOSYS TECHNOLOGIES

18 24 RANBAXY LABORATORIES19 54 CASTROL

20 4 MTNL

21 STERLITE INDUSTRIES

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4. ABOUTMUDRA

(Corporateview)

Background Competencies Group agencies

CORPORATE OVERVIEW

Mudra

Background:

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Started in 1980, Mudra rose to become the third largest agency in the

country in a short span of 9 years. Today, the Mudra Group, with more than

125 clients nationwide with three creative agencies, eight full service

offices, seven specialised business units and an integrated media offering,

has a portfolio of some of Indias biggest brands.

Mudra has bagged the Agency of the Year award six times.

In the present year, the Mudra Group is poised to exceed a turnover in

excess of Rs. 10 billion, as it continues to maintain its aggressive growth

rate.

Competencies:

The largest Indian agency network, the Mudra Group boasts of a deep

understanding of local consumer markets, channels and media. Itsentrepreneurial zeal has resulted in accelerated growth for the brands it

manages. The Mudra Group has built a specialist practice in media planning,

negotiations and buying under the OMS (Optimum Media Solutions) brand

name, which along with the content creation specialist (Tantr) and content

sourcing and marketing specialist (Videotec), form the Mudra Groups

Brand Integration practice.

The Group is also one of the few agency networks in the country that offers

a comprehensive suite of specialist communications services under theMudra Marketing Services umbrella. These are supported by the largest

national network amongst all agencies.

Mudra with its team of specialist marketing services is uniquely positioned

to offer its clients Total Branding Solutions - media rich, brand aligned

communication programmes that are differentiated, innovative and

sustainable.

Group Agencies

ADVERTISING:

The Mudra Group has three creative agencies-

Mudra Advertising

Interact Vision

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Canvas Communications

Mudra Advertising:

From a rather humble beginning, Mudra is today, the largest Indian

advertising agency. Its meteoric growth has been driven by some epochal

work. Mudra has created some of the most memorable advertising in India:

Only Vimal

I Love You Rasna

My Daddy Strongest

Humko Binnies Mangta

The world in your pocket

The Mint with the hole

Team Samsung Mc Donalds mein hai kuch baat

Kar lo Duniya mutthi mein

Underline Your presence

The Honest shirt

Today, it handles over 100 clients nationally through its four

independent operating units:

Mudra Mumbai

Mudra South (including Bangalore, Chennai, Kochi and

Hyderabad)

Mudra Ahmedabad and

Mudra North & East (including Delhi and Kolkata).

Mudra offers the entire spectrum of brand communications

competencies ranging from strategic planning, brand management andcreative. Mudra is also one of the few agency networks in the country that

offers a comprehensive suite of specialist communications services under

one umbrella. These are supported by the largest national network amongst

all agencies.

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Marketing Services will offer a one-stop shop for all non-mass media

(typically non-advertising) services to any brand marketer.

Given that globally, beyond-the-line investments account for over

50% of brands marketing budgets, Mudra Marketing Services is expected to

play a crucial, strategic role in building the Mudra Group as the most

admired and most respected Communication Network in India.

The following specialist communications units operate under the

Mudra Marketing Services umbrella.

Tribal DDB India

Tribal DDB India is a member of the Worldwide Tribal DDB Network one of the Top 3 Global Interactive Agencies and a star of the DDB Group.

Tribal DDB (I) specializes in building brands across all forms of new media

viz. the WWW, the wireless, interactive kiosks, CD-ROMs etc. It is the

only agency in India to offer end-to-end digital branding solutions, right

from strategic consulting through ideation; creative execution; online media

planning and campaign management; search engine optimization etc.

Tribal DDB (I) has a young, talented, aggressive and committed team that is

located at Mumbai, Delhi, Ahmedabad, Bangalore and Chennai.

Prime Site

Primesite is the only Indian agency that has built strong capabilities

across all aspects of the out of home space. It has the most extensive nation-

wide network that covers over 600 markets and has planned and

implemented huge outdoor, retail signage and visual merchandising

programmes across a wide variety of categories. It is also the only Indian

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outfit that has extensive knowledge of visual workplace management

through design,consulting and graphics.

MAG (Marketing and Advertising Gallery)

MAG is the largest ad archive. MAG.COM collates information from

over 300 publications regularly and is the most comprehensive compilation

of Indian Advertising. MICA and MAG entered the Limca Book of Records

for concise information on the various fields of Advertising and Marketing.

Brand Therapist

Brand Therapist, the Group offering to the Indian Healthcare Industry, isa specialized unit focusing on the emerging communication needs of the

Pharmaceutical Industry. In addition it has a strong practice addressing the

entire space of integrated healthcare services. Marrying in-depth

understanding of the medical business with refreshing consumer, doctor and

channel insights, BT is uniquely positioned to address the entire

communication requirements of the healthcare business.

Rapp Collins India

Rapp Collins Worldwide is acknowledged to be one of the most

respected and admired direct response agencies globally. Recently it was the

winner of Adweek's prestigious Agency of the Year/President's Award for

outstanding performance by a non-traditional ad agency. It is a global leader

in all aspects of one to one marketing including data analytics, insight based

communication and campaign management.

Kidstuff Promos & Events

Kidstuff Promos & Events is a Promotional Marketing Services Company,

involved in all aspects of below-the-line activities to promote and expand

the reach of various brands. Kidstuff are pioneers in the promotional and

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events industry. With 10 years in theIndustry, they have branches across 6

metros; established client relationships & pan India coverage of over 500

towns, successfully serving the best-known names in the corporate world

like Hindustan Lever Ltd., Intel, Bausch & Lomb, Discovery Channel,

Pepsi, Disney & ITC Foods among others.

BRAND INTEGRATION:

OMS (Optimum Media Solutions):

OMS is the Groups specialist practice in end-to-end campaign

management solutions including, media planning, negotiations and buying.

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It has an enviable portfolio across multiple product categories across the

country.

Mudra Videotec (Content Sourcing and Marketing):

Mudra Videotec has considerable experience and an enviable track

record in television programming. With a proud legacy of hugely successful

programs including Buniyad, Udaan, Rajani, Manoranjan, Ados Pados and

sponsored telefilms like Janam amongst others. It was also instrumental in

brining the epic Australian series Bodyline to India. Along with its

expertise in television software production, it is also boasts of a thriving

airtime marketing practice supported by an extensive national sales network.

TANTR Films (Content Creation):

TANTR Films specializes in the production of films for brand

advertising as well as corporate presentations. It houses a full suite of

production related services including both creative and production

competencies. It has conceived and executed corporate films for Reliance

Industries, The Indian Education Initiative, Hindustan Inks, and Recron

Fibers among others. Its portfolio of advertising films includes brand

campaigns for Godrej, McDonalds, Servo and Hindustan Petroleum.

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5. FUNCTIONS OF DIFFERENT

DEPARTMENTS OF MUDRA

Client servicing Creative Studio Media-planning

Client servicing department:

Client servicing dept. is the first stage for any company to contact

with the agency. Any client first contacts the client servicing dept.

and gives their requirements. Then client servicing person give that

requirement to the creative department.

Every time when agency have to contact the client, client servicing

department do this. This department, also carryout market research

for the company in order to know about current marketing

situation, and then make advertisements according to it.

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Creative department:

The Creative department works on that requirement which is given

by clients and make initial layout for the advertisement and show itto the client.

The main function of creative department is to make initial layouts

for the advertisements. The creative department has two sub

departments art department and copy writing department.

The function of art department is to make the picture presentation

for the advertisement or simply called rough layouts.

The function of copy writing department is to make caption line,

jingles, or some short notes about the product.

Then all these things collecting together for making the initial

layouts and show it to the client. When this layout approved by the

client, it is given to the studio department.

Studio departments:

The main function of this department is to make final layout for the

advertisement. The initial layout from creative department come to the

studio department and then studio department work on that layout.

It is an important phase for any advertisements because all corrections

are made here and this is done by very preciously. In this way studio

department make the final layout.

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This is the first phase of an advertisement. The process of advertising

making is completed here. But the most important thing is media-

planning, which is start after the completion of first phase.

Media- planning:

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

appropriate advertising media. Each advertising media, of which there are

thousands, has its own unique methods for accepting advertisements, such as

Different advertising cost structures(i.e., what it costs marketers to place

an ad),

Different requirements for accepting ad designs (e.g., size of ad),

Different ways placements can be purchased (e.g., direct contact with

media or through third-party seller), and

Different time schedules (i.e., when ad will be run).

Understanding the nuances of different media is the role of a media planner,

who looks for the best media match for a client and also negotiates the best

deals.

6. Research Methodology

1. RESEARCH OBJECTIVE :

To know about current and future trend of Designer Tiles to make

effective marketing plan.

2. RESEACH PLAN :

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i. Data source : primary data

ii. Research approach : survey research

iii. Research instrument : questionnaires

3. SAMPLING PLAN :

i. Sampling units : Builders

Architects

Residential

Dealers

ii. Sample size : 27

iii. Sampling procedure : convenience

4. CONTACT METHOD :

Personal Interview

5. AREAS :

Chandkheda

Motera

Sola Road

Satellite

Income Tax Gota

7. Data Collection and Interpretation

INFORMATION:

Collecting information about

Prices

Budget for Tiles

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Area Floors , Walls

Parameters

Brands

Influencing factors

Role of architect

Trend

About Graffiti

FINDINGS:

Price of Designer Tiles is varies with Brand name, Quality, Size

and Design also.

Most of the Dealers sell sanitary items and cippi-fittings withTiles.

Dealers give sales preferences to individuals for Tiles with Good

Quality, Low cost , and New Designs Like : Bell, Kajaria, Somany

and other local Tile companies

.

While customers residential give preference to Price, Quality,

Brand name, Design , Colour , Strengths , Stiffness , Durability ,

Looks , Breakability , Scratch resistance ability , Life Span and

Size also.

Builders mostly choose Low Price, Medium Quality Tiles.

Most of the Dealer provides other services to customers if it

required.

Dealers need companys support in Discount rate, Readily

availability, Changes in Design in short period, Reasonable rate of

Tiles, Samples.

People prefer Designer Tiles in order to looking for something

new, New and Glossy Look, Different from Normal Tiles.

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People know about various Designer Tile Brands Like: Kajaria,

Somany, Bell, Saint Gobain, Euro, Asian, City Tiles, Weston,

Region and other local Brands.

Now days Designer Tiles have new trend in design, colour or

pattern.

Mostly white, iwary colours are used but there are lots of designs

available.

Most of the people set their budget around 20 % of the total

expenditure for Tiles for their houses.

Most of the people buy Tiles from Gota area.

Dealers provide 5 to 10 % discount to the customer.

Imported Tiles have good market but they are far behind in

competition, comparing with Local Tile Companies.

Imported Tiles have problem in Cleaning. It has more serious

problem that is they are not available in market as same as they

early.

The reason behind success of Local Brand is that they provide 1st

quality product in Local area while other companies provide 2nd or

3rd quality product to the Local market.

Interior professionals have very low influence in the buying

process of Tiles.

Mostly people goes to market, search for the right product and they

finalise the product. So they visit directly to the Dealers.

Mostly ladies are the most influence person in the buying process

of Designer Tiles. In rest of the cases whole family have influence

for their choice.

Customers are very rare who heard about Graffiti.

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While Dealers are heard about Graffiti but not know more about

it.

Dealers have view that Graffiti has good Brand name but also

high cost.

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8. About Graffiti

GRAFFITI DESIGNER TILES

Graffiti is a well known brand in designer tiles having a national distribution

set up and the product is sold all over India.

Their strong markets are West and south. They are developing northern and

eastern region to get the maximum potential benefit from the markets.

The core business of the company is value addition on ceramic tiles by

creating unique designs patterns and formats. In the trade language its

known as borders and motifs.

Company Information:

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Client: Shree Ambica Decoprints Pvt. Ltd.

Brand: Graffiti Designer Tiles

Founded in 1972, Shree Ambica Decoprints Pvt. Ltd. commenced its

operations of 3rd firing designer tiles in early 1990's with the brand

"Graffiti". The company is considered to be a pioneer in this field.

Company Vision:

"We provide innovative solutions for wall and Floor dcor through

implementation of varied technical applications on Ceramic Tiles."

"Leadership through innovation, excellence and positive thinking."

Company Mission:

"To harness conceptual designing in its many applications to add aesthetic

value and provide solutions that comply with maximum of the architectural

needs of dcor on Ceramic Wall/Floor tiles."

In 2000, the company commissioned its complete integrated plant of

3rd firing process at Rakanpur Santej. It is an imported ultra modern plantwith latest technology from Europe, having state-of-the-art technology and

automation, which is the first of its kind in India for 3rd firing production

The company is into the core business of offering ceramic designer tiles

(majorly into Wall tiles) and not into tile manufacturing

Product Information:

The company makes Designer tiles essentially for bathrooms and kitchens

walls and also floors, offering complete designer solutions

Use branded tiles from India (Somany, Bell etc.) and Abroad (Italian tiles)

and adding value to it by creating designs (borders, motifs etc) on them.

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Marketing the products under 4 sub brands as follows:

Serigraf & HarmonyFor the masses. Starting from Rs. 55/- to60/- per sqft.

Graffiti and Graffiti Incredibles For classes from Rs.150/- per sqft.

The company has a complete R&D unit, which creates designs for the tiles.

Through constant up-gradations in technology and innovations "Graffiti" has

become a strong brand identity in Indian Market and strives to become a

"trend setter" in this field.

To match the best international standards, the company also gets technical

assistance from some of the best European companies in this field.

Weakness of the product is its high pricing. As the product is being

positioned as a designer product it automatically attracts a premium. The

value additions done on the product justify the premium pricing.

Target Audience:

The primary target audience is the trade - Architects, Interior Designers and

Decorators.

The product sells mostly via trade push. The product enjoys a strong brand

presence in the trade, and has repeat sales purchase from them.

Consumer pull is a minimal. Direct consumers form a very small part of the

clientele. They too can be categorized as belonging to the rich upper class

segment of the society, who have a sizeable spending power.

Geographical Market:

Though it is a Gujarat based, the brand has a national presence.

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Strong markets : West (Gujarat & Maharashtra)

South (Andhra Pradesh, Tamil Nadu, Kerala &

Karnataka)

Central India (Madhya Pradesh, Chhatisgarh & Rajasthan)

Weak markets : East

North

Competition:

Primary competition is from imported designer tiles. Spain, Thailand,

Malaysia, Indonesia & China are second to Italy. Designer tiles Rom Italy

are perceived to be the best and the costliest.

Domestic players include Sai Ceramics (South), Ratnagiri (North), Den

Deco, Bagno & Patco Tiles (Surat) and Siddhi tiles (Ahmedabad)

User References:

Intas group (Residential property) has been using Graffiti products.

Architects Rikkin Modi, Aalap Kamdar

Client will forward to Mudra a list of installations of their products along

with trade references

Competitive information:

Siddhi tiles :

A huge range in Childrens segment. But the over all presentation

style is not very impressive. Too much dependency on one person new staff

who keep on asking many things.

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But they too have a good way to display floor tiles.

Patel Trading:

Mainly a dealer for RAK Ceramics Dubai . Sourcing from Mumbai.

But having a huge impressive display center. Also offering complete

bathroom solutions.

They have made many mock ups in different designs in their display centers

which enables the consumer to visualize it perfectly or opens up their minds.

And on second floor the entire range is displayed.

Surfaces Plus:

Has created a good ambience through mock ups but the display is

quite confusing coz the props are better then the product like wooden chairs,

tables etc. They too have two floors of display.

A Few Architects: They consider Graffiti as a nice product. And its on their

preference list.

Milestones:

1972- Established Shree Ambica Industries and made a humble beginningwith a capacity of 6 to 8 sqmtrs a day.

1994- Launched the flagship brand Graffiti

2000- Expanded by installing Ultra Modern Complete integrated plan having

State-of-the-art technology was imported from Europe.

2001- Identified potential for a mid range and launched Serigraf

2002 -The need for a mass range was identified with the launch of Harmony

brand.

2003- An Alliance with ceramiche ABK & Ceramiche Ragno of Italy to

market their products exclusively in India.

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2004 -A foray into the floor segment an exclusive alliance with REFIN

Ceramiche of Italy.

2005- The vision to innovate forced us to install a High end mosaic making

machine installed for cutting and design solutions which enabled us to

value additions in terms of designs and formats backed up by an R&D

centre

2005 - Moving with the times A strategic alliance with Saicis, Italy for hi

end floors.

2006- Tied up with Naxos to market their hi-end products in India.

- Also revamped the retail policy and launched Design HQ at

- Ahmedabad initially with plans to tap the key potential markets.

Current turnover is 25 Crores.

Plans for 2005-2006: 50 Crores.

SUB BRANDS:

Graffiti Incredibles:

Sec A & A +.

Plans to have studios, Franchisees 15 to 20 in country with

total support services.

Graffiti:

Facing imported products in SEC A. Scope of huge play. 150 dealers in India in A & B+ Centres.

Serigraff and Harmony:

Mass Brand in ABC Centres.

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9. About Campaign

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RECENT CAMPAIGN:

Objective:

a) Short Term :

Generate footfalls for the coming season i.e. from April till Julyfirst Week

b) Long Term :Establish that Graffiti is different and the best value

added surface dcor option for wall and floor tiles.

Target Audience:

Sec A B1 Males and Females above 25 years

Profile of Target Audience:

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People buying a new house or renovating old bathrooms. Who are mixes of

a) Arrived people above 40 years who seek comfort and also value and

not just style. But they are choosy of what they want and they select

class. These kind of people normally ask let me see what you have

They are more cautious and matured.

b) Young Aspirers from 25-40 years who seek style and want to make a

statement of their own. They are carefree, relaxed and go for outer

appearance. These kind of people normally ask is this the trend.

The positioning route:

Create a platform wherein the meaning of being different and classy in

conveyed. Being different is not just the difference in product but also

looking at things differently in terms of not for the regulars and being

individualistic.

Hence the approach adopted was user imagery based.

Which means the route adopted was not for the regulars because it projects

graffiti in a different light compared to other designer tiles and at the same

time it also elevates the users as not being ordinary/ regulars but on the extra

ordinary side.

In view of the above, the chosen route was Not for the Regulars.

It means that

1) People with extraordinary or different and classy taste prefer Graffiti tiles.

2) Further these people are ahead of others in terms of thinking, style,

selection or whatever they do.

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3) They are the typical leaders who set the trends for the future.

4) They belong to a certain class and taste which sets them apart from others.

In a nutshell it means that if you own graffiti you are ahead of others which

sets you apart from others

The Baseline: To the future Belong

The Creative Execution:

Visually different kinds of designs and colours and formats were depicted to

support the claim to the future belong.

Body copy explained the details which are attached herewith.

Media Execution:

Considering the distribution set up and the stocks of the product, the

campaign was limited to the state of Gujarat only.

The total budget for 3 months was Rs. 35 lacs. Hence the budget was split

across three mediums to create the desired impact wherein the

Lead medium was dailies and the magazine.

Radio and hoardings were extensively used as a support medium.

Thereafter to create the desired impact, the frequency of ads was to be

decided which in turn decided the size.

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Hence to have the maximum effect in print medium through high frequency

for the three months, the selected and agreed upon size was 40 cc as the

main advertisement and 40cc for follow up advertisements.

Thereafter, the areas were selected and the publications accordingly.

The Dailies/ Magazines selected were

Gujarat Samachar

Sandesh

Divya Bhaskar

Phulchaab

Simply Gujarat from India Today.

Post Campaign Research:

A dipstick study post campaign was conducted among the trade, architects-

influencers and the end users with an objective to

1) Understand the buying behavior within the category of designer tiles.

2) The effect of the campaign in terms of the awareness created for thebrand.

The Result:

In line with the objective of the campaign the following was achieved

1) Short term:During the campaign time period, the footfalls have increased by 3 times

in the company owned showroom alone over last year same time period.

2) Long Term:The client has also given a feedback that among the influencers and

Known circles, the image created for graffiti is now perceived as the

best and Innovative value added surface dcor option

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Detailed report attached herewith.

Graffiti Schedule

Publication SizeTotal

Inserts

in CC TOI 60 3 40 3Ahmedabad Times 60 6Baroda Times 60 6

Gujarat Samachar 60 1 40 3Divya Bhaskar 60 1 40 3Sandesh 60 1 40 1Gujarat Mitra 60 3 40 3Phulchaab 60 3 40 3

Aajkaal 60 1India Today-Simply Gujarat 60 3

Economic Times 45 sq cm 4Total 48

Hoardings 3 layouts 10

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hoardings

Areas : C.G. Road,Shivranji Cross Roads,

vadaj,Gandhi Bridge,

Ellisbridge

Radio spots393 Radio spots for

45 days

10. Conclusions

Its difficult to sell anything to people who dont know

about company or its product.

Advertising makes the sales happen.

Advertising is often as important to a small business aslocation, employees, and cash flow.Its an essential form of business

communication, for both products and services.

Frequency is a key to successful advertising strategy.

Frequency is the number of times the average person sees an ad.

The objective of advertising agency is to hammer

companys message into the minds of their potential customers.

Company wants them (potential customers) to recall companysmessage and be motivated to buy from them (company) at the critical

moment.

To accomplish this, frequency is vital. A consistent

advertising program with a well thought out theme is vital to

increasing sales through advertising.

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So more and more companies are heavily advertising their

products and also allocate more budgets for that.

In todays competitive environment a good advertising

campaign makes a large difference in companys business.

Mudra successfully creates their clients Brand Image and

their consistency in their work make them at top and sustaining their

top position in future also.

For Graffiti, creates its brand image. Now people know

about Graffiti.

Print ads in dailies/magazines are not as successful as ads onradio or on hoardings.

11. My Learnings

During this project I learnt about the planning and execution processes of

advertising, market research and marketing functions. But not only these

things, I also learnt various important skills, activities, work-styles and

working environment of an organization.

In Mudra, every person work under tremendous pressure to do the bestwithin time limit. Their relations between each other are very friendly.

So I learnt that how to do work without taking more stress under

tremendous pressure and how to make good relations between your seniors

and juniors. This knowledge helps me not only in my professional career but

in my normal life also.

Active Listening:

Giving full attention to what other people are saying, taking time to

understand the points being made, asking questions as appropriate, and not

interrupting at inappropriate times.

Speaking:

Talking to others to convey information effectively.

Reading Comprehension:

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Understanding written sentences and paragraphs in work related

documents.

Social Perceptiveness:

Being aware of others' reactions and understanding why they react as

they do.

Time Management:

Managing one's own time and the time of others.

Instructing:

Teaching others how to do something.

Active Learning:

Understanding the implications of new information for both currentand future problem-solving and decision-making.

Coordination:

Adjusting actions in relation to others' actions.

Oral Comprehension:

The ability to listen to and understand information and ideas presented

through spoken words and sentences.

Oral Expression:

The ability to communicate information and ideas in speaking so

others will understand.

Originality:

The ability to come up with unusual or clever ideas about a given

topic or situation, or to develop creative ways to solve a problem.

Speech Clarity:

The ability to speak clearly so others can understand you.

Visual Color Discrimination:

The ability to match or detect differences between colors, including

shades of color and brightness.

Fluency of Ideas:

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The ability to come up with a number of ideas about a topic (the

number of ideas is important, not their quality, correctness, or creativity).

Visualization:

The ability to imagine how something will look after it is moved

around or when its parts are moved or rearranged.

Organizing, Planning, and Prioritizing Work:

Developing specific goals and plans to prioritize, organize, and

accomplish your work.

Getting Information:

Observing, receiving, and otherwise obtaining information from all

relevant sources.

Thinking Creatively:

Developing, designing, or creating new applications, ideas,

relationships, or products.

Identifying Objects, Actions, and Events:

Identifying information by categorizing, estimating, recognizing

differences or similarities, and detecting changes in circumstances or events.

Scheduling Work and Activities:

Scheduling events, programs, and activities, as well as the work of

others.

Time Pressure:

How often does this job require the worker to meet strict deadlines?

Cooperation:

Job requires being pleasant with others on the job and displaying agood-natured, cooperative attitude.

Self Control:

Job requires maintaining composure, keeping emotions in check,

controlling anger, and avoiding aggressive behavior, even in very difficult

situations.

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Stress Tolerance:

Job requires accepting criticism and dealing calmly and effectively

with high stress situations.

12. Annexure

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13. Bibliography

Advertising by Frank Jefkins, revised by Daniel yadin.

(4th edition)

The Advertising Handbook by Sean Brierley.

Advertising management by Rajeev Batra,

John g. Myers,

David a. Aaker.

(5th edition)

Marketing Management by Philip Kotler,

Kevin Lane Keller

(12th edition)

Brand Management Checklist by Brad Van Auken.

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14. Webography

www.mudra.com

www.graffititiles.com

www.indiainfoline.com

www.exchange4media.com

www.clarkeagency.net