Laddha Mrp

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Chapter-1

Introduction



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1.1.1 Advertising

“Advertising is a public announcement to inform and persuade people

to buy a product, a service or an idea.” An advertisement would include any notice, circular, label, wrapper or any other

Document or any announcement made orally, or by means of producing or

Transmitting light, sound or smoke. Advertising is an important component of

your marketing strategy. The aim is to promote your business and communicate

the information you want to send to your intended audience, usually with the

aim of increasing sales or making your audience aware of your products or

services. Until a customer deals with you directly and actually buys your

products or services, your advertising may help to form their first impressions of

your business. Advertising can certainly attract new customers - but only if it's

done properly. Otherwise it can deter potential customers. This guide gives

advice on where and how to advertise, and what advertising can achieve. It also

shows you how to manage the advertising process and ensure you get value for

money. An advertisement is essentially a piece of persuasive communication,

persuasive because it seeks to influence public opinion of coaxing people into

accepting what it has to offer. (Kotler, 1981)

An advertisement is also a paid announcement intended to promote the sale of a

product or service, to advance an idea or bring about some other effect desired

by the advertiser. It is a general message, not forcing anyone to buy anything,

but inviting everyone to identify, understand and adopt the use of goods,

services, and ideas. The advertiser pays the medium to deliver the message. He

chooses the paper, or a number of papers simultaneously, or the issue of a

magazine that will publish his message. If the medium chosen is TV or radio, he

enjoys the freedom to select even the timing of the broadcast. But he has to pay

heavily for exercising his choice. In this sense, newspapers, if not the other

media, owe their existence to advertisers.



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The product advertised may vary from matches and toothpaste to farm houses

and automobiles the services may range from restaurants and laundries to

foreign tours. The ideas may be as simple as personal integrity and love-thy-

neighbor themes, or they may be issue that affects society at large, such as fireprevention, a forestation, rehabilitation of the old and the disabled, traffic rules,

drug abuse, crime control and universalisation of elementary education.

Whatever the product, service or idea advertised, the advertisement seeks to

point out its qualities so that it becomes attractive to the group of consumers,

whom the advertiser wishes to influence.

Certain businesses choose to advertise when their target audience is most likely

to buy their product or service. Sometimes this can be seasonal - a toy retailer, for

example, will focus much of its advertising efforts around the run-up to

Christmas. If you're selling to other businesses, it's worth identifying when your

customers and potential customers will have the budget to spend. However,

some businesses choose to focus more attention on their quieter times on the

basis that the busier times will naturally see an increase in sales. Advertising

during quieter times might mean you won't have to work as hard to stand out

from other competitors, as they won't be advertising, but there may be fewer

customers to target. Gaining a greater market share during these periods could

not only help during the busier times - as you will have already developed a

bigger customer base - but will improve your cash flow and minimize your

reliance on certain trading periods. (Kotler, 1981)



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1.1.2 Advertising Campaign

An advertising campaign is a series of advertisement messages that share a

single idea and theme which make up an integrated marketing communication(IMC). Advertising campaigns appear in different media across a specific time

frame. The critical part of making an advertising campaign is determining a

campaign theme as it sets the tone for the individual advertisements and other

forms of marketing communications that will be used. The campaign theme is

the central message that will be communicated in the promotional activities. The

campaign themes are usually developed with the intention of being used for a

substantial period but many of them are short lived due to factors such as being

ineffective or market conditions and/or competition in the marketplace and

marketing mix. (Advertising campaign 2012)

“The best advertising campaigns start with a keen understanding of the customer, but

that's not all it takes to create great advertising campaigns. You need a consistent

theme.”

An advertising campaign is a specific course of action designed to advertise a

company, cause, or product that employs an intentional and carefully

coordinated series of marketing tools in order to reach the target audience. The

end purpose of any ad campaign is to boost awareness of the subject matter and

generate demand. The exact structure of the advertising campaign will often

depend on the nature of the product or cause and the target audience that the

campaign is designed to reach. In terms of print media used in an advertising

campaign, ads placed in newspapers and magazines are a time-honored method

of reaching the target audience. The ads usually are designed to pique the

interest of readers and entice them to learn more about the topic of the ad. In

order to ensure that the desired consumers are reached, the print advertisements



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will often appear in print media that is geared toward those consumers. For

example, software that is designed to keep track of sales leads and existing

clients may appear in a magazine that caters to sales and marketing

professionals.

Advertising campaigns are the groups of advertising messages which are similar

in nature. They share same messages and themes placed in different types of

medias at some fixed times. The time frames of advertising campaigns are fixed

and specifically defined. For the most part, an advertising campaign will set

specific goals that must be realized in a given period of time. In the event that the

campaign does not quite meet the goals, the overall approach can be reworked

slightly for the remainder of the campaign, or the information gained during the

current campaign can be used to create a more effective follow-up advertising

campaign strategy. Learning from the experience of past campaigns makes it

possible to strengthen upcoming campaigns and move closer to achieving the

goals set by the advertiser. (Advertising campaign 2012)

1.1.3 Customer perception

Consumer perception applies the concept of sensory perception to marketing

and advertising. Just as sensory perception relates to how humans perceive and

process sensory stimuli through their five senses, consumer perception pertains

to how individuals form opinions about companies and the merchandise they

offer through the purchases they make. “Consumer Perception is how

information is collected and categorize”. Perception is affected by the amount of

contact to a incentive and by individual interpretation. Perception in advertising

relates to a consumer's impression of a particular product or service that may not

be rooted in truth. For example, a soda commercial using a thin movie star

drinking the product may skew consumer perception of the brand and what they

may look like after drinking it. This perception through advertising works to



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encourage more demand for the product. The perception of a product can be

impressionable and more ephemeral. Without perception in advertising,

businesses may find it harder to make their products appeal to consumers.

Advertising often works by appealing to consumer tastes, desires, fantasies andwants. Perception can be an important tool in advertising to make consumers

feel like they can be a certain person, look a certain way or feel a certain feeling

when using a specific product. One major element of consumer perception

related to advertising is exposure. Exposure consists of how often consumers are

exposed to a product. Perception is often based on how "exposed" people are to

the ads around them. For example, if you aren't shopping for a home, you may

not notice home ads on television, billboards and in magazines. On the otherhand, if you are actively searching for a home, you may "tune in" more when you

see home ads. This affects whether the ad in question will receive your attention,

and allows the next step of perception to take place. (Customer perception, 2012).

Any individual who purchases goods and services from the market for his/her

end-use is called a consumer. In simpler words a consumer is one who consumes

goods and services available in the market.

1.1.4 Customer perception towards advertisement

Consumer perception applies the concept of sensory perception to marketing

and advertising. Just as sensory perception relates to how humans perceive and

process sensory stimuli through their five senses, consumer perception pertains

to how individuals form opinions about companies and the merchandise they

offer through the purchases they make. Merchants apply consumer perception

theory to determine how their customers perceive them. They also use consumer

perception theory to develop marketing and advertising strategies intended to

retain current customers -- and attract new ones. Consumer self perception

theory attempts to explain how individuals develop an understanding of the



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motivations behind their own behavior. Self perception by customers relates to

values and motivations that drive buying behavior -- which is also an important

aspect of consumer perception theory. For instance, a study by researchers at the

University of Massachusetts at Amherst addressed how self perception shapedconsumers' buying behavior. The study considered the question of whether

consumers believed their buying decisions had a real effect on issues such as

environmental impact. The researchers concluded that consumers' self

perception was a driving factor in whether or not they placed a priority on

socially conscious purchase and consumption practices. Consumers who viewed

themselves as socially conscious tended to place more weight on issues such as

environmental impact when making buying decisions than consumers who didnot hold similar views of themselves. (Consumer perception-advertisement

theory 2012).



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1.2 Review of Literature

The term “advertising” is defined as “a paid non-personal communication from

an identified sponsor using mass media to persuade or influence an audience”(Wells, Burnett & Moriarty, 2003). An advertisement should have the potential to

differentiate one product or service from others so as to produce a desired

persuasive effect. If an advertisement does not produce the required impact, it

can be assumed as ineffective and as such the substantial amount of money that

companies spend on advertising their products goes waste. On the other hand,

advertisements producing favorable impact can multiply the effectiveness of

advertising expenditures. Hence, it implies that advertising plays a very crucial

role in the effective functioning of an organization. (Jeong, 2004)

According to Ellis (2000), state the popular culture offers „frameworks of

explanation‟ that help us „work through major public and private concerns‟ of

society. This intricate set of frameworks is often developed and maintained by a

set group of individuals. Celebrities, models, and athletes often lead the way

when determining basic guidelines for acceptable practices in society. The

influence of these individuals, specifically celebrities, can be seen most often in

younger generations. As young adults mature, they begin to develop a strong

sense of independence. With this new found self-identity, many adolescents

look to media outlets for guidance in establishing social norms and behaviors.

Image advertisements in particular have the power to create a set of frames that

perpetuate ideological hegemony. Ideology is a culmination of social beliefs and

values that are upheld by members of society. Hegemony is the power or

dominance that one social group holds over others (Lull, 1995).



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According to Shields (1997), the persuasive images that are presented in

advertisements have a direct correlation to how social identities are constructed

and maintained in our society.

Kellner (1995), suggested that media images often help shape our view of the

world and provide a foundation for creating values and morals. For example,

mediated sources often influence the acceptance or disapproval of a behavior or

ideology. Themes of right and wrong, moral or evil, are often created and

sustained in media stories or images.

Goff man (1976), conducted research and found magazine advertisementsinfluenced the creation of cultural values and the distinction in gender roles.

Media Awareness Network (2008), the standard model twenty years ago

weighed 8 percent less than the average woman. Currently, female models

represented in the media weigh 23 percent less than the average woman. This

saddening statistic displays the ideological shift of the definition of beauty over

the decades.

Muller (1998), founds 40% of 6-year-old girls wished that they were thinner. This

can be attributed to society‟s obsession with beauty and to be categorized as

beautiful, one must be thin. Muller also found that these negative ideologies

were correlated with the act of dieting. The popularity of dieting in our society is

intertwined with the distorted body image presented by the media.

Stern (2004), advertisements geared towards women emphasizes the importance

of physical appearance. These advertisements also urge consumers to buy

specific products and conduct certain behaviors to look as young and thin as the

models represented in the image.



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Murphy and Cunningham (1993), state that linking advertising with sales impact

is not appropriate as other marketing variables such as economic factors, market

factors, etc., affect the company sale.

Kotler and Keller (2009), defined that consumer perception applies the concept of

sensory perception to marketing and advertising. Just as sensory perception

relates to how humans perceive and process sensory stimuli through their five

senses, consumer perception pertains to how individuals form opinions about

companies and the merchandise they offer through the purchases they make.



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1.3 Rational of the study

The research is carried out to obtain a view amongst Indian Consumers about

perception of consumers towards Bata Company with a new celebrity endorsedadvertisement. Is it as positive as it is assumed to be?

The topic “study on the ad campaign planning of Bata professional shoes in

Indore city of Madhya Pradesh in India” is heavily documented in academic

literature, but what makes this research interesting is that it enables us to

understand the celebrity endorsement process from an Indian consumer‟s point

of view. Not much work has been seen in the Indian light despite the fact of it

being perceived as a potential market for celebrity endorsed products.

Indian consumer attitudes are changing at a rapid pace and they are becoming

more aware of the products that they use to define their „self‟. Most

advertisements, be it of any form, majorly focuses on the young generation

therefore their perception about the form of new advertisement is of utmost

importance, also getting to know the attitude the youth provides the knowledge

of the most current incidents or attitudes of any country, hence mainly the youth

including college students & professionals has been targeted in this research.

The research undertaken “study on the ad campaign planning of Bata

professional shoes in Indore city of Madhya Pradesh in India” will be useful on

both academic and professional platform, as it looks into the perception of Indian

consumers on ad campaign analysis, providing theory for scholarly and

directives for managers of the Bata Company and professionals.



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1.4.1 Objective

To identify the customer perception towards the ad campaign of Bata

professional shoes at Indore City of Madhya Pradesh in India.

1.4.2 Scope

The study is helpful to Bata Company for influencing the buying behaviour of

customers for their products by the ads. In the long run, the study with some

little devilments will definitely be a step ahead for thinking on this concept.

Through this study the company can design the effective ads. This study helps to

know which advertisement element influence most to the customers and their

perception towards the print ads of the Bata Company. The study is of immense

help to the researchers because they can use this study as ground work for

further work in this area especially for the Bata Company.



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1.5 Company profile

BATA INDIA LIMITED

1.5.1 General Information

The Company was incorporated as Bata Shoe Company Limited on December 23,

1931 under the Companies Act, 1913 with its registered office in Kolkata, West

Bengal. Subsequently, the Company changed its name to Bata Shoe Company

Private Limited. Vide Certificate of Incorporation dated April 6, 1956 under theCompanies Act, 1913 upon conversion into private company. The Company

changed its name from. Bata Shoe Company Private Limited. to .Bata Shoe

Company Limited upon conversion to a public company on April 18, 1973. The

name was subsequently changed to Bata India Limited on April 23, 1973)

Registered Office: 6A, S. N. Banerjee Road, Kolkata - 700 017, West Bengal

Contact Person: Mr. A. B. Anand (Vice President and Company Secretary)

Tel: (033) 2244 3416-18 Fax: (033) 2227 7418 E-mail: [email protected]

Website: www.bataindia.com

1.5.2 INDUSTRY OVERVIEW

The leather Industry in India occupies a place of prominence in the Indian

economy, in view of its massive potential for employment, growth and exports.

India‟s abundance of raw materials (10% of the world raw material) in terms of

raw skins and hides and its comparatively low tanning costs makes it the second

among the footwear producing countries next to China. However, India

produces more of gents‟ footwear, while the world‟s major production is in

ladies footwear.



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The domestic footwear market is highly fragmented between rural and urban

sectors with large part of the market belonging to the unorganized sector. The

total footwear production in India was estimated at 186 million pairs in 2003-04

by Economic Intelligence Service, Centre for Monitoring Indian Economy Pvt.Ltd. in their publication titled .Industry Market Size & Shares. Dated February

2005. The value of total sales is estimated to be Rs. 53,000 million with domestic

sales constituting Rs. 27,581 million of these amounts in 2003-04.

In the urban markets, national and international brands are fast emerging

offering the latest in fashion and comfort at competitive prices and the boom is

fueled by the burgeoning retail markets. The rural Market continues to be largeat approximately 70% of the total market but continues to be dominated by the

multiple medium-sized regional players and services through the traditional

independent dealers.

1.5.3 Indian Footwear Industry

The Footwear Industry is a significant segment of the Leather Industry in India.

India ranks second among the footwear producing countries next to China. The

industry is labor intensive and is concentrated in the small and cottage industry

sectors. While leather shoes and uppers are concentrated in large scale units, the

sandals and chappals are produced in the household and cottage sector. India

produces more of gents. Footwear while the world‟s major production is in

ladies footwear. In the case of chappals and sandals, use of non-leather material

is prevalent in the domestic market.

The major production centers India are Chennai, Ranipet, Ambur in Tamil Nadu,

Mumbai in Maharastra, Kanpur, Jalandhar, Agra and Delhi. Shoes manufactured

in India wear brand names like Florsheim, Gabor, Clarks, Salamander and St.



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Micheal.s. As part of its effort to play a lead role in the global trade, the Indian

leather industry is focusing on key deliverables of innovative design, consistently

superior quality and unfailing delivery schedules.

The Indian footwear industry is provided with institutional infrastructure

support through premier institutions like Central Leather Research Institute,

Chennai, Footwear Design & Development Institute, Noida, National Institute of

Fashion Technology, New Delhi, etc in the areas of technological development,

design and product development and human resource development.

The availability of abundant raw material base, large domestic market and theopportunity to cater to world markets makes India an attractive destination for

technology and investments.

1.5.4 Organization of the industry

The Industry both at manufacturing and marketing sides continues to be

fragmented into multiple regions. This is largely because of the large size of the

country resulting in local preferences due to the economic, social and seasonal

factors and absence of a proper distribution network. Almost 70% of the industry

belongs to the rural segment, which is serviced by the unorganized sector. The

urban market is undergoing a large metamorphosis with the advent of new retail

formats and Brands and is serviced by both the organized and unorganized

sector.



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1.5.5 HISTORY AND BUSINESS OF THE COMPANY

The Company was originally incorporated as Bata Shoe Company Limited on

December 23, 1931 under Indian Companies Act, 1913 for the purpose ofmanufacturing and marketing of all types of footwear, footwear components,

leather and products allied to the footwear trade. Subsequently, the Company

changed its name to Bata Shoe Company Private Limited on April 6, 1956 upon

conversion into private company. The Company changed its name from Bata

Shoe Company Private Limited to Bata Shoe Company Limited, upon conversion

to a public company on April 18, 1973. The name was once again changed to the

current name, i.e. Bata India Limited, on April 23, 1973.

The company was promoted by Leader A.G., St. Moritz, Switzerland, a member

of the multinational Bata Shoe Organization (BSO) with a 100% Equity

Shareholding, and consequently, the Company too is a member of the BSO. The

BSO consists of independently run companies operating in several countries

across the world. Bata Limited, Toronto, Canada acts as the headquarters of BSO.

Bata Shoe Organization provides an important interchange of new

manufacturing technologies, machine design, factory lay-out plans advertising

market forecasts, fashion trends, modern marketing techniques, new material

testing and also information on the most advanced machinery and technology

for production of shoes are made available to the Bata group of companies,

including Bata India Limited.

On April 23, 1973, the name was changed to Bata India Limited. On June 25,

1973, the Company made its first public issue of shares.



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1.5.6 Main Objects of the Company

The main objects of the Company as detailed in its MoA are:

To carry on business as boots and shoes manufacturers and dealers,

leather merchants and manufacturers, leather dressers, tanners, dealers inhides and skins and other materials, manufacturers of and dealers in

rubber goods.

To carry on the business of manufacturers and dealers in machinery for

the production of boots and shoes and other leather and rubber goods and

to carry on all business connected therewith.

To establish and maintain shoe-repair shops and/ or orthopedically

departments.

1.5.7 Business of the Company

Bata India Limited manufactures and markets all types of footwear,

footwear components and leather. In addition, the Company markets

products related to footwear, accessories, garments, sports goods and

other merchandise.

The production units of the Company are situated in Batanagar (West

Bengal), Faridabad (Haryana), Bataganj (Bihar), Mokamehghat (Bihar),

Bangalore (Karnataka) and Hosur (Tamil Nadu). The Company owns or

operates number of national brands and international brands which

belong to the global BSO. As per the international marketing principlesand philosophy, the Company markets its footwear and allied products

according to the customer profile and the market segment that it targets.



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1.5.8 Brands

Besides the eight internationally renowned brands, which include Bata,

Hush Puppies, Marie Claire, Bubble Gummers, Power, Sandak, NorthStar, Weinbrenner, the Company also offers a wide range of domestic

labels like Quovadis, Jubilee, Featherlite, Ambassador, Signor, Hawai,

Naughty Boy, Tennis, etc.

1.5.9 Marketing Setup

The marketing division of Bata employs around 4,400 persons directly. Inaddition to selling footwear manufactured in its factories, the Company

also markets footwear, accessories and other merchandise purchased by it

from contract manufacturers.

The marketing division is divided into two segments:

Retail

Flagship City

Family & Bazaar

Non-Retail

Exports

Wholesale

1.5.10 Advertising and Sales Promotion

The Company has an advertising and sales promotion department to look

after sales promotions, brand management and other marketing tools

engaged by the Company to aid its product marketing efforts. This

department works closely with both the Retail and well as Non Retail

segments of the marketing division of the Company.



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1.5.11 Distribution Channels

Bata India markets its products through three distinct channels.

Company operated retail outlets

Dealer Network

Market Extension programmed

1.5.12 Strategy of the Company

The Company‟s management has evolved the strategy of the Company

after considering the Company‟s strengths and weaknesses. The Companybelieves that this strategy will enable the Company to build on the

opportunities in the market.

Cost optimization and margin improvement

Logistics and demand based production

Tax-free zone manufacturing base

Rationalizing and re-engineering

Focus on collecting old outstanding dues

Training and restructuring the frontline sales force

Brands and designs



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Chapter-2

Research Methodology



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2.1 Hypothesis

No hypothesis framed so, therefore no tools applied for testing

hypothesis.



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Chapter-3

Data collection



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3.1 Data collection technique used

The study area was confined to Indore city of Madhya Pradesh in India

and the Judgmental sampling has been conducted. The focus was on the

customer perception towards the Bata Company‟s advertisements.

Primary data: - The self design questionnaires were distributed to

the ad viewers of the Bata Company. The questionnaire was based

on the existing ads of Bata Company. Primary data were collected

through questionnaire survey.

Secondary data: - website of the company, internet, journalsand books.

3.2 Population

The target population consists of consumers of Bata shoes, who

have brought Bata shoes and seen advertisements in some last year

at Indore.

3.3 Sample size

Study consists of 50 ad viewer respondents, who have brought Bata

shoes and seen advertisements.

3.4 Sampling techniques

Judgmental sampling technique was used to collect the data.



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Chapter-4

Empirical Analysis



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4.1 Data analysis technique

Analysis of the data has been done by SPSS 15.0 software using of

Descriptive statistical technique.

4.2 Results and findings

Graph of the Details of respondent on the basis - Gender

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Male 34 68.0 68.0 68.0

Female 16 32.0 32.0 100.0

Total 50 100.0 100.0

Interpretation:-From the above it is interpreted that the 68% are male ad viewer of Bata print ads

& 32% are female ad viewer of Bata print ads.

female

male

gender



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Graph of the Details of respondent on the basis - Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid below 20yrs 2 4.0 4.0 4.0

20-30yrs 32 64.0 64.0 68.0

30-40yrs 9 18.0 18.0 86.0

above 40yrs 7 14.0 14.0 100.0

Total 50 100.0 100.0

Interpretation:-

From the above it is interpreted that the age of 64% respondent are in 20 to

30 yrs, 18% are in 30 to 40 yrs, 14% are above 40 yrs and 4% are below 20

yrs.

above 40yrs

30-40yrs

20-30yrs

below 20yrs

age



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Graph of the Details of respondent on the basis - Occupations

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid business people 9 18.0 18.0 18.0Professional 18 36.0 36.0 54.0

Student 20 40.0 40.0 94.0

Other 3 6.0 6.0 100.0

Total 50 100.0 100.0

Interpretation:-

From the above it is interpreted that the occupation of 40% respondents

are students, 36% are professionals, 18% are business people and 6% are

others.

other

student

professional

business people

occupation



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Graph of the Details of respondent on the basis- Family income

(monthly)

Frequency Percent

Valid

Percent

Cumulative

PercentValid below Rs. 10,000 5 10.0 10.0 10.0

Rs. 10000 to 20000 13 26.0 26.0 36.0

Rs. 20000 to 30000 13 26.0 26.0 62.0

above Rs. 30000 19 38.0 38.0 100.0

Total 50 100.0 100.0

Interpretation:-

From the above it is interpreted that the family income of 38% respondents are

above Rs. 30k, 26% are between Rs. 10k to Rs. 30k and 10% are below Rs. 10k.

(k = thousands)

above rs. 30000

rs. 20000 to 30000

rs. 10000 to 20000

below rs. 10,000

family income (monthly)



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Graph of Q2A:- Have you come across any advertisements of Bata

shoes?

Frequency Percent Valid PercentCumulativePercent

Valid Yes 40 80.0 80.0 80.0No 10 20.0 20.0 100.0Total 50 100.0 100.0

Interpretation: - From the above it is interpreted that the only 80%- 40

respondents are come across any ads of Bata Company and 20%- 10

respondents are not come across any ads of Bata Company.

no

yes

Have you come across any advertisements of Bata shoes?



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Graph of Q2B- If yes, through which media?

Frequency PercentValidPercent

CumulativePercent

Valid magazines 8 16.0 20.0 20.0

newspapers 13 26.0 32.5 52.5hoardings 10 20.0 25.0 77.5Television 6 12.0 15.0 92.5Other 3 6.0 7.5 100.0Total 40 80.0 100.0

Missing System 10 20.0Total 50 100.0

Interpretation: - From the above it is interpreted that 26% respondents from the

80% are come across any ads of Bata Company through newspapers and 20%

respondents through hoardings and so on.

Missing

other

television

hoardings

newspapers

magazines

If yes, through which media?



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Graph of Q3 - Rank the below print ads of Bata which you like the

most?


Valid Ad A 12 24.0 30.0 30.0

Ad B 6 12.0 15.0 45.0

Ad C 14 28.0 35.0 80.0

Ad D 8 16.0 20.0 100.0

Total 40 80.0 100.0

Missing System 10 20.0

Total 50 100.0

A B C D

Interpretation:- From the above it is interpreted that most ad viewer prefer Ad

C i.e28%, whereas Ad A liked by 24% respondents, Ad B liked by only 12%respondents, and Ad D liked by only 16% respondents.



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Graph of Q4 - To what extent could you recalls these ads of Bata shoes?


CumulativePercent

Valid noticeable 17 34.0 42.5 42.5

attractive 23 46.0 57.5 100.0Total 40 80.0 100.0


Total 50 100.0

Interpretation:- From the above it is interpreted that from the 80% ad viewer

respondents, 46% respondents can recall these ads of Bata Company as attractive

and 34% respondents can recall these ads of Bata Company as noticeable

Missing

attractive

noticeable

To what extent could you recall these ads of Bata shoes?



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Graph of Q6 - Rank the below things which appeal you the most in theadvertisement?


respondents, 28% respondents feels that the visual presentation, 22%

respondents feels that punch line, 14% respondents feels that celebrity, 12%

respondents feels that attractive/ colorful and 4% respondents feels that

visualization are appeal the most in these Bata advertisements.

Missing

Attractive/ Colorful

Visualization

Punch line

Celebrity

The visual presentation

Rank the below things which appeal you the most in the advertisement?


CumulativePercent

Valid The visual presentation 14 28.0 35.0 35.0

Celebrity 7 14.0 17.5 52.5

Punch line 11 22.0 27.5 80.0

Visualization 2 4.0 5.0 85.0

Attractive/ Colorful 6 12.0 15.0 100.0

Total 40 80.0 100.0

Missing

System10 20.0

Total 50 100.0



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Graph of Q7 - Did you like the celebrity used in the Bata ad?


Valid Yes 19 38.0 47.5 47.5

No 21 42.0 52.5 100.0Total 40 80.0 100.0


Total 50 100.0

Interpretation: - From the above it is interpreted that from the 80% ad

viewer respondents, 42% respondents didn‟t like the celebrity used in the

Bata ad and 38% respondents did like the celebrity.

Missing

no

yes

Did you like the celebrity used in the Bata ad?



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Graph of Q8 Did you like the punch line used in the Bata ad?


Valid Yes 32 64.0 80.0 80.0

No 8 16.0 20.0 100.0Total 40 80.0 100.0


Total 50 100.0

Interpretation:- from the above it is interpreted that from the 80% ad viewer

respondents, 64% respondents did like the punch line used in the Bata ad and

16% respondents didn‟t like punch line.

Missing

no

yes

Did you like the punch line used in the Bata ad?



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Graph of Q9 - Did you like the color used in the Bata ad?


Valid Yes 30 60.0 75.0 75.0

No 10 20.0 25.0 100.0

Total 40 80.0 100.0


Total 50 100.0


respondents, 60% respondents did like the color used in the Bata ad and 20%

respondents didn‟t like the color.

Missing

no

yes

Did you like the color used in the Bata ad?



39

Graph of Q10 - Did you feel to purchase the shoes after seeing the Bata

ad?


Valid Yes 25 50.0 62.5 62.5No 15 30.0 37.5 100.0

Total 40 80.0 100.0


Total 50 100.0

Interpretation: - From the above it is interpreted that from the 80% ad viewer

respondents, 50% respondents did feel to purchase the shoes after seeing the Bata

ad and 30% respondents didn‟t feel to purchase the shoes.

Missing

no

yes

Did you feel to purchase the shoes after seeing the Bata ad?



40

Graph of Q11 - In the Bata advertisements which model you want to

see?


Cumulative Percent

Valid Celebrity 21 42.0 52.5 52.5Child 2 4.0 5.0 57.5general public 14 28.0 35.0 92.5Others 3 6.0 7.5 100.0Total 40 80.0 100.0

Missing System 10 20.0Total 50 100.0


respondents, 42% respondents want to see celebrity in the Bata ads, 28%

respondents want to see general public in the Bata ads, 4% respondents want to

see child in the Bata ads and 6% respondents want to see others in the Bata ads.

Missing

others

general public

child

celebrity

In the Bata advertisements which model you want to see?



41

4.3 Discussion on findings

Study suggests that the 68% are male ad viewer of Bata print ads and 32% are

female ad viewer of Bata print ads. Only 50 respondents are aware from the BataCompany Shoes among the total 70 respondents. Results from the above that the

only 80% - 40 respondents are come across any ads of Bata Company while 20% -

10 respondents are not come across any ads of Bata Company so the study

remains up to these 40 respondents. Results from the above that the most 26%

respondents are come across any ads of Bata Company through newspapers

while 20% respondents from hoardings, 16% from magazines, 12% from

television and 6% from other media.

Findings from the above study that the first ranked given by 28% respondents to

Ad C, while second ranked given by 24% respondents to Ad A, and third ranked

given by 16% respondents to Ad D and fourth ranked given by 12% respondents

to Ad B. Findings from the above study that the 34% respondents can only recall

these ads of Bata Company as noticeable and 46% respondents can recall these

ads of Bata Company as attractive.

Results from the above study that the among the total 80% ad viewer

respondents, the 56% respondents did feel that these Bata ad promote a desire to

buy the shoes but 24% respondents did not feel that these Bata ad promote a

desire for buy the shoes. Major findings from the above results that the most 28%

respondents‟ feels that the visual presentation is appeal the most in these

advertisements. Whereas 22% respondents feels that punch line, 14%

respondents feels that celebrity, 4% respondents feels that visualization and 12%

respondents feels that attractive/colorful are appeal the most in these

advertisements.



42

Finding suggests that the 80% ad viewer respondents, 42% respondents

didn‟t like the celebrity used in the Bata ad and 38% respondents did like

the celebrity. Finding suggests that the 64% respondents did like the

punch line used in the Bata ad and 16% respondents didn‟t like punchline. Finding suggests that the 60% respondents did like the color used in

the Bata ad and 20% respondents didn‟t like the color. Finding suggests

that the 50% respondents did feel to purchase the shoes after seeing the

Bata ad and 30% respondents didn‟t feel to purchase the shoes.

Finding suggests that the 42% respondents want to see celebrity in the Bata ads,

28% respondents want to see general public in the Bata ads, 4% respondents

want to see child in the Bata ads and 6% respondents want to see others in the

Bata ads.

So, overall we can conclude that ad campaign planning of Bata

professional shoes in Indore city of Madhya Pradesh in India have a

significant impact on the customer perception towards the Bata shoes.



43

Chapter – 5

Recommendation



44

5.1 Recommendations

Present study supports that ad campaign planning of Bata professional

shoes in Indore city of Madhya Pradesh in India has a significant impacton customer perceptions but company should require opt more for it,

because advertising is a vital tools to compete, in this ever changing

environment. It benefits the company and the customers/ consumers,

company in terms of sales & advertising and customers in terms of

information and awareness.

Study suggests that the Bata Company should give advertisements morefrequently on T.V., magazines and hoardings because it helps increase the

awareness for those who have no any information and loyalty of the

customers or consumers who are already using Bata Company shoes and

also the consumers who want to buy a Bata Company shoes gets attracted

and becomes confident about his decision.

Study suggests that the visual presentation and punch line is appeal the

most in these advertisements for influencing the customers/consumers for

Bata Company shoes. Therefore it is recommend to the Company that use

of the visual presentation and punch line as large as possible.

Study suggests that the most of the respondents like the color used in the

Bata ad, therefore it is recommend that the company should focused more

on the use of color in Bata ad and the most of the respondents didn‟t like

the celebrity used in the Bata ad, therefore it is recommend that the

company should take care about the celebrity in the Bata ad.



45

Study suggests that the most of the respondents come across these Bata

advertisements through newspapers; therefore it is recommend that the

company should maintain it in proper system.

Study suggests that the most of the respondents wants to see celebrity

than general public, child and then others. Therefore it is recommended

that the company should consider more on celebrity.

The use of attractive and colorful ad and the hoardings which use with

celebrity and emotional punch line should be encouraged because it is

tendency of human beings to get attracted towards emotional things.

For examples:-

Bata shoes punch line – “Together we can”.



46

5.2 Limitation

Working on this project was a very much enriching, knowledgeable and

tiring experience. Enriching and knowledgeable, because it gave me a lotof knowledge relating to what is Ad Campaign and consumer perception

behavior and how ad campaign effects consumers buying behavior. All

the research projects are hindered in their smooth flow by some

unforeseen problems. The problems arise in the form of constraints by

budget, time and scope of the study.

The very first limitation of this project is the limited scope of the

study i.e. the population which is small and restricted to Indore city

of Madhya Pradesh in India.

The sample size, which comprises 50 respondents, is too small.

Difficulty in approaching different types of people who were

different in their nature, thinking, habits, and even more in their

rational and emotional behavior.

The entire study and analysis are based on the responses obtain

from the sample population employing a self designed

questionnaire by judgmental sampling technique.

Due to the lack of time, the study can be covering only the Indore

city, So it can also be cover others cities or states.

In the study only print media is consider, we can studied the other

ads of media.

In addition, some respondents may have given biased information

or response.



47

Chapter – 6

Conclusion



48

6. Conclusion

Understanding the perception of customers or consumers is the toughest

task for a marketer, we can identify the factors, which influence thepurchase decision of the customers, but it is next to impossible to know

which factor influence when. We have countless permutation and

combination for it, each individual has different perception and different

influencing factors. My research has looked for general patterns (not a

specific action) that are associated with ad campaign planning of Bata

professional shoes in Indore city of Madhya Pradesh in India that allows

us to draw generalizations about the areas in which company might focustheir search for the appropriate specific activities.

This study explores the questions like awareness about Bata shoes,

advertisements of Bata shoes, desire to buy the Bata shoes, and which

factors appeal the most in the Bata advertisements to the respondents,

like- the visual presentation, celebrity, punch line, visualization, and

attractive/colorful? The data used in this study are derived from

responses of 50 people which reside in Indore city itself. The result

suggests that Ad campaign is effective in perception of the customers and

also influencing the consumers for buy the Bata shoes.

In the first instance my research focused on determining what are the

various types of ad campaign? And as per these types we have designed

the questionnaire. Our second step was to investigate that ad campaign

planning of Bata professional shoes in Indore city of Madhya Pradesh in

India is effective in customer‟s perception. We found that the overall ad

campaign is effective in influencing the consumers for buy the Bata



49

Company‟s shoes but like nothing can be perfect even the ad campaign

planning of Bata professional shoes could use some refinement.

The scope of improvement in future research could be done by including

few other factors and parameters which I haven‟t included in my researchlike segmentation of consumer class, brands building etc.

From the results and findings of the above study most of the respondents

wants new in Bata ad such as new celebrity with punch line, visualization,

attractive and colorful, so I have design a new ad for Bata professional

shoes as per derived from the results and findings.



50

Chapter – 7

Bibliography



51

7.1 Bibliography

Ellis (2000), popular culture offers „frameworks of explanation‟. “The True

Meaning behind Image Advertisements: A Closer Look at Calvin Klein.”

Shields (1997), the persuasive images that are presented in advertisements. “TheTrue Meaning behind Image Advertisements: A Closer Look at Calvin Klein.”

Kellner (1995), “The True Meaning behind Image Advertisements: A Closer Look at Calvin Klein.”

Muller (1998), “The True Meaning behind Image Advertisements: A Closer Look at Calvin Klein.”

Stern (2004), “advertisements geared towards women emphasize the importance

of physical appearance.”

Kotler (1981), “ Advertising and Public Relations”

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http://www.zeepedia.com/read.php?why_advertising_advertising_market_ed

ucation_advertisement_campaigns_advertising_and_promotion&b=34&c=20


http://en.wikipedia.org/wiki/Advertising_campaign


http://www.managementstudyguide.com/advertising-campaigns.htm


http://advertising.about.com/od/guidestoadvertisingpr/a/The-Structure-Of-

An-Advertising-Agency.htm Last Accessed Wednesday, 26, 2012, 2:47:46 PM







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http://advertising.about.com/od/guidestoadvertisingpr/a/The-Structure-Of-An-Advertising-Agency.htm














52

http://www.managementstudyguide.com/what-is-consumer-behaviour.htm


http://en.wikipedia.org/wiki/Consumer_behaviour Last Accessed Wednesday,

26, 2012, 3:20:50 PM

http://www.paisacontrol.com/latest-news/what-is-consumer-perception-or-

consumer-satisfaction Last Accessed Wednesday, 26, 2012, 3:25:39 PM

http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6477


http://parkerfinalproject.wordpress.com/literature-review/ Last Accessed

Wednesday, 26, 2012, 3:52:32 PM

DRAFT LETTER OF OFFER (Private and Confidential) For Equity Shareholdersof the Bata Company. Last Accessed Saturday, 01, 2012, 1:01:49 PM

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http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1073790762&typ

e=RESOURCES Last Accessed Monday, May 07, 2012, 9:38:45 AM

http://www.saskschools.ca/curr_content/media20/unit_5/aintro.htm Last

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53

Chapter – 8

Appendix



54

I. Questionnaire

Dear Respondent,

I Rohit Vagrecha, a student of M.B.A 4th Semester of CH Institute of Management

Indore, and presently doing a research project on “STUDY ON THE CUSTOMERPERCEPTION TOWARDS THE AD CAMPAIGN OF BATA CAMPANY IN INDORE

CITY”. The purpose of this questionnaire is to collect information for the MRP. I request

you to kindly fill the questionnaire below and assure you that the data generated shall

be kept confidential.

Name :- ……………………………………………………………..

Gender :- Male FemaleAge :- Below 20yrs 20-30yrs 30-40yrs Above 40yrs

Occupation :- Business people Professional Student Other

Family Income (monthly):-

Below Rs.10k Rs.10k to Rs.20k Rs.20k to Rs.30k

AboveRs.30k

1. Do you aware about Bata shoes?

Yes No

2. Have you come across any advertisements of Bata shoes?

Yes No

If yes, through which media:-

Magazines Newspapers

Hoardings Television

Other



55

3. Rank the below print ads of Bata which you like the most? (As 1, 2, 3, & 4)

a. b. c. d.

4. To what extent could you recall these ads for Bata shoes?

Noticeable Attractive can‟t recall

5. Did the Bata ad promote a desire to buy the shoes?

Yes No

6. Rank the below things which appeal you the most in the advertisement? (As 1, 2,

3, 4, & 5)

The visual presentation

CelebrityPunch line

Visualization

Attractive/Colorful

7. Did you like the celebrity used in the Bata ad?

Yes No

8. Did you like the punch line used in the Bata ad?

Yes No



56

9. Did you like the color used in the Bata ad?

Yes No

10. Did you feel to purchase the shoes after seeing the Bata ad?Yes No

11. In the Bata advertisements which model you want to see?

Celebrity Child

General public others

“ Thanks for your vulnerable time “



57

II. New design ad for Bata professional shoes

B e reliable,

feel reliable

With



58

III. SPSS sheet

Gender Age Occupation Income Q2 Q2A Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11

1 2 2 3 1 3 4 1 1 1 1 1 1 1 3

1 2 2 3 1 1 1 2 2 2 2 1 2 1 1

1 2 3 2 2 - - - - - - - - - -

1 2 3 2 1 3 1 1 2 2 2 1 1 2 1

2 2 3 3 1 3 2 1 2 3 1 1 1 2 1

1 2 3 2 1 1 3 2 1 3 1 2 2 1 3

1 3 1 4 1 5 3 1 1 1 2 1 1 2 1

1 4 2 4 1 4 1 1 1 2 2 1 1 1 3

1 3 2 4 1 1 1 2 1 3 1 1 1 1 1

1 3 1 4 1 4 3 1 2 2 2 1 1 2 2

1 3 2 4 1 2 1 2 1 3 2 1 1 1 1

1 4 1 4 1 2 1 1 2 1 2 1 2 1 3

1 4 1 4 2 - - - - - - - - - -

1 4 1 4 1 2 3 2 2 3 2 2 1 1 1

1 4 1 4 2 - - - - - - - - - -

1 3 4 2 1 2 1 2 1 1 1 1 1 1 3

1 2 2 1 1 1 1 2 2 4 1 2 2 2 1

1 2 2 1 1 4 1 2 1 3 2 1 2 2 1

1 2 2 2 1 2 2 2 1 1 1 2 1 1 1

1 2 2 2 2 - - - - - - - - - -

1 2 2 1 1 2 3 2 1 3 1 1 1 2 1

1 2 3 3 1 3 3 1 1 1 1 1 1 1 3

1 4 2 3 1 1 2 1 1 1 1 1 1 2 1

1 2 3 2 1 2 2 2 1 2 2 2 1 1 4

1 2 3 2 1 3 3 2 1 1 1 1 1 1 3

1 3 3 4 2 - - - - - - - - - -

1 2 3 4 1 2 4 1 2 1 2 1 1 2 3

1 2 1 1 1 3 3 1 2 5 2 2 1 1 3

2 2 2 3 1 1 4 2 2 1 2 1 2 2 1

2 2 2 3 1 2 3 2 1 5 2 2 2 2 1

2 2 2 2 1 3 4 2 1 5 2 1 2 1 2

2 4 2 3 1 5 3 2 1 4 2 1 1 1 3

2 2 2 4 1 3 3 1 1 1 2 1 1 1 1

2 3 4 4 1 2 4 1 1 3 1 1 1 1 4

2 3 4 4 2 - - - - - - - - - -

2 2 2 3 1 2 2 2 1 5 1 1 1 1 3

2 2 3 3 1 1 4 2 1 5 1 1 1 1 1



2 2 3 3 1 2 4 1 1 1 2 1 1 1 1

2 2 3 3 1 4 3 1 1 5 1 1 2 2 3

2 2 2 4 2 - - - - - - - - - -

2 2 3 3 2 - - - - - - - - - -

2 2 3 4 2 - - - - - - - - - -

2 3 3 4 2 - - - - - - - - - -

1 2 3 2 1 4 3 2 1 1 1 1 1 1 3

1 2 1 4 1 3 3 1 2 3 1 2 1 2 1

1 2 3 1 1 1 4 1 1 2 1 1 1 1 1

1 1 3 2 1 4 2 2 1 1 2 1 2 2 1

1 1 3 2 1 5 1 2 2 3 2 1 1 2 4

1 2 3 2 1 3 1 2 1 2 1 1 1 1 3

1 2 1 4 1 2 1 2 1 3 2 1 1 1 1

Laddha Mrp

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