Submitted byKunal RajanAES PGIBM, AHMEDABAD

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 in this 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 – an Insight

Company : Mudra communication, Ahmedabad

Department (working with) : Marketing

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

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

Study on : ● Advertising Industry

● About Mudra

● Working of different departments

● Marketing Research

● Advertising campaign on “Graffiti”

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 giving their 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 help in doing my project effectively.

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Executive Summary

Today most organizations, large and small, that rely on marketing to create customer 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

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3. Advertising Industry in India(Current Market Situation)

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4. About Mudra 38

5. Functions of different departments of Mudra

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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 differentiate themselves. My study therefore focuses on importance of advertising.

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2. INTRODUCTION TO

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

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

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Although advertising is listed as a single element it is associated with almost every other element, borrowing from them or interpreting them.

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 many countries 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-reply and 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 aim to 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

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

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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 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:

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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.

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 advertising industrial 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

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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 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 think visually and direct these other elements to achieve his or her purpose.

The copywriter should work closely with the visualiser and typographer 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:

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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.

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 no ambiguity.

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 using language, copywriters must also develop skills for abusing language to achieve the results demanded by the brief.

Layout and typography

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Planning the advertisement

1. Teamwork:

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:

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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 (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 their interest. 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 make people to desire.

6. Conviction:

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It is all very creating the wish to buy, own or enjoy the product or service, but it is also necessary to inspire conviction that 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 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

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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.

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

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Typography:

Typography is the art of selecting typeface, of which there are thousands of designs; blending different typefaces; casting off the number of 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 agency’s 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 IN INDIA

(Current Market Situation)

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Current market situation

Key findings:

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 Women’s 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. Dettol

4. Britannia

5. Lifebuoy

6. Ariel

7. Horlicks

8. Lux

9. Zee T.V.

10. Doordarshan

Source: - 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

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Top 10 Advertising Spenders 1999-2000:

Ad Spend (in Rs. Crore)

1. HLL 688.95

2. ITC 201.24

3. Colgate-Palmolive (India) 163.87

4. Dabur India 114.12

5. Nestle India 108.51

6. 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                   HPCL

5                                 9                    VSN

6                                 13                   ITC

7                                 27                   WIPRO

8                                120                   BHEL

9                                 39                    HERO HONDA MOTORS

10                                17                   BAJAJ AUTO

11                                 3                    RELIANCE INDUSTRIES

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12                                 37                  NESTLE

13                                 5                    GAIL

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15                                 1                    ONGC

16                                20                   M&M

17                                86                   INFOSYS TECHNOLOGIES

18                                24                   RANBAXY LABORATORIES

19                                54                   CASTROL

20                                 4                    MTNL

21                                                       STERLITE INDUSTRIES

 

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4. ABOUT MUDRA

(Corporate view)

Background Competencies Group agencies

CORPORATE OVERVIEW

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Mudra

Background:

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 India’s 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. Its entrepreneurial 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 Group’s 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 the Mudra 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.

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Group Agencies

ADVERTISING:

The Mudra Group has three creative agencies- Mudra Advertising Interact Vision 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 Binnie’s 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).

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Mudra offers the entire spectrum of brand communications competencies ranging from strategic planning, brand management and creative. 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.

Interact Vision and Canvas Communications:

These are the Mudra Group’s creative agency brands for the north/east and the west regions in the Indian market. They offer full-fledged integrated communications solutions to its clients. It is fully equipped to offer its clients a whole gamut of integrated advertising services in TV, press, cinema, radio, outdoors, events, exhibitions, direct marketing, research, and public relations.

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MUDRA MARKETING SERVICES :

Mudra Marketing Services is the Mudra Group’s portfolio of specialised communication services like Out-of-Home, Interactive, Promotions Marketing, Direct and Healthcare. It is in response to their clients’ requirement for brand aligned media-neutral communication-solutions. Each specialist will aim to be the best-in-class and together Mudra 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 brand’s 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-ROM’s 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.

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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 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, is a 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

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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 events industry. With 10 years in the Industry, 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.

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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. 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 it’s 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. It’s 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:

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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.

Creative department:

The Creative department works on that requirement which is given by clients and make initial layout for the advertisement and show it to 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:

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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.

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

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1. RESEARCH OBJECTIVE :

To know about current and future trend of Designer Tiles to make effective marketing plan.

2. RESEACH PLAN :

i. Data source : primary dataii. Research approach : survey research

iii. Research instrument : questionnaires

3. SAMPLING PLAN :

i. Sampling units : Builders Architects Residential Dealers

ii. Sample size : 27iii. Sampling procedure : convenience

4. CONTACT METHOD :

Personal Interview

5. AREAS :

Chandkheda Motera Sola Road Satellite Income Tax Gota

7. Data Collection and Interpretation

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INFORMATION:

Collecting information about

Prices Budget for Tiles 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 with Tiles.

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.

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Dealers need company’s 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.

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.

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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.”

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.

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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 :

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 décor 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 décor 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 plant with 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

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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.

Marketing the products under 4 sub brands as follows:

Serigraf & Harmony – For the masses. Starting from Rs. 55/- to 60/- 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.

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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.

Strong markets : West (Gujarat & Maharashtra) South (Andhra Pradesh, Tamil Nadu, Kerala &

Karnataka) Central India (Madhya Pradesh, Chhatisgarh & Rajasthan)

Weak markets : EastNorth

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

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

Competitive information:

Siddhi tiles : A huge range in Children’s 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.

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 beginning with a capacity of 6 to 8 sqmtrs a day.

1994- Launched the flagship brand Graffiti

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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.

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 July

first Week

b) Long Term : Establish that Graffiti is different and the best value added surface décor 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 the brand.

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 décor 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 6Gujarat Samachar 60 1  40 3Divya Bhaskar 60 1  40 3Sandesh 60 1  40 1Gujarat Mitra 60 3  40 3Phulchaab 60 3  40 3Aajkaal 60 1India Today-Simply Gujarat 60 3 Economic Times 45 sq cm 4

Total 48

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Hoardings 3 layouts10

hoardings   Areas : C.G. Road, Shivranji Cross Roads,     vadaj, Gandhi Bridge, Ellisbridge    

Radio spots 393 Radio spots for

45 days  

10. Conclusions

It’s difficult to sell anything to people who don’t know about company or its product.

Advertising makes the sales happen.

Advertising is often as important to a small business as location, employees, and cash flow. It’s 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 company’s message into the minds of their potential customers. Company wants them (potential customers) to recall company’s message and be motivated to buy from them (company) at the critical moment.

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To accomplish this, frequency is vital. A consistent advertising program with a well thought out theme is vital to increasing sales through advertising.

So more and more companies are heavily advertising their products and also allocate more budgets for that.

In today’s competitive environment a good advertising campaign makes a large difference in company’s 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 on radio 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 best within 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:

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Talking to others to convey information effectively.

Reading Comprehension: 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 current

and 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.

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Fluency of Ideas: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 a

good-natured, cooperative attitude.

Self Control:

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Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.

Stress Tolerance: Job requires accepting criticism and dealing calmly and effectively

with high stress situations.

12. Annexure

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70

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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

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