Miniproject Mudra Ad Agency Manendrashukla 120430122118 Phpapp02
Transcript of Miniproject Mudra Ad Agency Manendrashukla 120430122118 Phpapp02
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Mudra communication limited
PROJECT REPORT
ONCLIENT RELATIONSHIP MANAGEMENT (CRM) &
PROFITABILITY OF ADVERTISING FIRM
Mudra communication limited
(SUBMITTED ON THE PARTIAL COMPLETION OF
POST GRADUATION DIPLOMA IN MANAGEMENT)
SUBMITTED BY: -
Manendra shukla
P.G.D.M
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Master School of Management
Session 2010-2012
Mudra communication limited
Introduction;One client Vimal and a 500 sq ft office that was Mudra in the year 1980
They were a small agency tucked away in Ahmadabad with one clearly
Articulated goal to be a top 5 agency .there ambition with an almost manic
obsession by creating the best contemporary advertising that had our client
and other people taking notice.
As a young agency operating out of Ahmadabad its growth was driven
helping small business with big ambition explode their brands to the country
at large.
With in 9 years they were the largest Indian advertising agency.
HISTORY POINTS :-
Mr. A. G. Krishnamurthy founded Mudra communication on 25thmarch
1980
Mr. Krishnamurthy started his advertising career with Shilpi advertisingin 1976
He moved to Reliance Industry as advertising manager 4years later he
founded Mudra communication
Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudra
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has 125 client this multifold increase is a testy many to his passion and
zeal
In 1991 he created the Mudra institute of communication Ahmadabad
(MICA) the only advertising school of it s kind in Asia
In 1995 Mr. Krishnamurthy was nominated as advertising person of the
year
PROFILE OF MUDRA COMMUNICATION LTD
Head quarter Mumbai
Industry Marketing and advertising
Type Privately held
Status Operating
Founded 1980
Sanjay Sharma New president(North & East)
Company size 501-1000 employees
Web site www.Mudra.com
Members in the management of the Mudra
communication ltd
Name Designation
Sebastian Joseph Executive, vice-president and head technologyMohit Bhagchandani Country head, Mudra sport
Joy Deep Dasgupta Vice president and national strategic, planning
head
Sonal Jheej Account planner
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Present situation of Mudra communication;It was started in 1980 Mudra rose to become the 3rdlargest agency in the
country. In a short span of nine years, today the Mudra group is one of the
India s leading marketing communication networks
The group utilizes it s deep understanding of consumers brands and media todeliver creative business solution A customized and collaborative approach
helps it s client build enduring and profitable brands
The group offers integrated communication services through its platform
(1) Mudra and DDB
(2) Mudra (advertising)
(3) Mudra max (integrate communication planning and implementation) (4)
Mudra health and life style (health and life style advertising)
(5) Water (brand strategy and design consulting)
In the present year Mudra is poised to exceed a turnover in excess of 15
billion at it continues to maintain it s aggressive growth rate.
Mudra is one of the management admired marketing communication network
in the country a highly rated agency both by client and industry.
Mudra south won the agency of the year at the ad club Cochins paper awards
Achievements of the Mudra communication ltd
*It was a Mudra that first gave India double spread colors ads
*it was Mudra that first sponsored commercial telecast of a major sporting
event with the India and west Indies series of 1983
*it was Mudra that first branded a public issue Reliance Khazana
*it was Mudra that made India s first telefilm Janam
*it was Mudra that gave Doordarshan Rajani .The serial that heralded a new
consumer awareness in India
*it was Mudra that gave India s it s first academy for advertising.
THE Mudra Institute of Communication (MICA)
*it is a Mudra that gave India s advertising community its first advertising
archives marketing and Advertising Gallery(MAG)
MEMORABLE ADVERTISING
Mudra has created some of the most memorable advertising in India they are;
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1. Only Vimal
2. I Love You Rasna
3 My Daddy Strongest
4. The Worldin Your Pocket
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6 The Mint With The Hole
7 Team Samsung
8 McDonalds Mein Hai Kuch Baat
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9 Kar Lo Duniya Muthi Mein
People working in an agency:
Accounts Executive: It is a key career option in advertising agency. He iscalled an Account Director when he is a member of the Board. He is a link
between a client and his staff. The marketing or advertising department of the
client briefs him. He communicates this to the agency people.
He reaches out to different clients for seeking new business. Even clients
who want an agency' to work for them contact the accounts executive. This
business development work makes it virtually a marketing manager of the
agency.
Do right-brained people make better account directors?
The faculties of logic and reason are supposed to reside in the left-
brained people. While intuition and creativity are believed to be in the right. So
far, accounts director was considered suitable if logical and systematic, i.e.,
left-brained. But if he has to motivate a team, he should be inspiring and
creative too, i.e., right-brained.
Copywriters: They are the wordsmiths who do the wording of an
advertisement. They are bright and talented. They have a flair for language.They contribute to the theme of an advertisement. Creation of successful
copies for different clients establishes them in this field.
Visualisers: These are artists who put on paper what has been thought out by
the copywriter. They in fact design the ad.
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Creative Director: He co-ordinates the copywriting and designing. He is a
senior professional who is seasoned in an existing advertising agency set-up to
take on this mantle.
Production Department: Persons of diverse talents like printing technology,DTP, photography, typography etc. are involved here.
Media Planner: He has to allocate the advertising budget amongst media. He
has to select the appropriate media. He decides about the frequency, size and
position of an advertisement. He decides about its publication date. He receives
the tear-off copies from the media when the ad is published. He is guided by
the media research, which he undertakes, or by research undertaken by an
outside agency. Media is the most professionalized department of advertising
agencies.
Marketing Research: Modern agencies are integrated set-ups. They provide a
range of marketing services. Research data become very useful as input to the
creative process.
The Media :Most of the media today sustain on advertising revenue. They sell
space or time. While selling space or time, they have to convince the client
about the reach of their media vehicle, the composition break-up of their
readers and the pricing of their space/time selling. They monitor the market,survey their readers, and highlight their readers' demographic and geographic
characteristics. They also maintain relationship with the media department of
advertising agencies who buy space/time on behalf of clients.
Ancillary Services :These are needed to produce/create advertisement. A
whole range of services like studio service, photographic service, printing
service, gift item producers etc. fall into this category.
Freelancers :These are professionals who work independently and have asuccessful track record. They are copywriters, jingle singers, radio announcers,
artists, visualizers, technical writers etc.
Organization Structure of Advertising Department
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All major advertisers maintain an advertising department. The structure of
the department however may vary from one organization to another, as each
one tries to develop a form, which is most suited to one's requirements. The
principal forms of organizational structure are based on
sub functions of advertising, such as copywriting or artworks
communication media
geographical spread
product and
End users.
Irrespective of the specific form, the advertising department has to perform
several functions. Principal among these are setting advertising goals, plans
and budget, selecting the outside ad agency, maintaining contacts, providing
support to the marketing staff and monitor the functioning of the ad agency.Selecting the ad agency is one of the important tasks of the advertising
department. Several criteria, including experience, size, track record and the
quality of the personnel, are considered in the selection process.
As you know, there are different categories of advertisers. Depending upon
their functions, each organization develops its own structure, of which
advertising department is a part. What is important in this connection is to
analyze the functions an advertisement department is expected to perform.
Organization isa Manufacturing Unit-
Manufacturing firms carries out bulk of advertising. It is therefore,
necessary to understand the various principles on which the advertising
department can be organized in manufacturing units. The basic principles are:
(a) By Sub-functions of Advertising:Advertising as a function can be
segmented into its various components, such as, Copywriting, Art Production
and Media. A specialist who in turn reports to the advertising manager can
handle each component.
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Advertising Manager
Copywriting Manager Art Manager Production Manager Media Manager
(b) By Media
Advertising Manager
Newspaper Broadcasting Magazine TV Outdoor Direct mailing
By Product
Advertising Manager
Product A Product B Product C Product D
(d) By Geography
Advertising Manager
Zonal Manager A ZM(B) ZM (C)
(e) By End User
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Advertising Manager
Consumer Institutional Government
Market Manager Market Manager Market Manager
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Reporting Structure:
The advertising manager has to report to somebody who is higher
up in the organizational structure. To whom the advertising manager
would depend upon how much importance advertising is given to thetotal operations of the firm. There are several alternatives.
These are:
Report to the Chief Executive (Chairman/MD.)
Report to the Director (Marketing)
Report to the divisional head if the firm is a multi-division firm and
responsibility is delegated at the division level.
Services offered by agency ;--
Total Advertising Services :Strategic planning, creative development
and media services for advertising, particularly in television, newspapers,
magazines and radio; providing the best creative designed to capture the
imagination of consumers
Marketing Services: Provisionof a number of advertising related
services, including sales promotion, market research, PR and event
marketing.
E-Solution Services :e-solution services, including system integration
services, e-business consulting and customer relationship management
(CRM), Search Engine Marketing (SEM) and Search Engine Optimization
(SEO) and e-promotions using the Internet and mobile.
Content Business:Sales of sponsorship, broadcasting and other rights,
and the production and marketing of such media / content as sporting
events, films, TV programs, animated content, music and other forms of
entertainment.
Integrated Media Services :Bringing value to both clients and media-
related companies by offering a wide range of media solution services
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Sales Promotion :Providing comprehensive sales promotion planning
designed to complement mass media and other activities
Event Marketing :Assisting clients by providing dynamic vehicles for
their messages in the form of on-the-spot interactive communications
Integrated Branding Services :Assuring clients the highest quality of
branding services for their communication needs
Services:Services are provided by theorganization
1Mudra is a today the largest Indian advertising agency .it s meteoric
growth has been driven by some epochal work Mudra has created someof most memorable advertising like
1. Only Vimal
2. I Love You Rasna
3. My Daddy Strongest
4. Humko Binie Mangta
5. The World in Your Pocket
Today it handles over 125 client nationally .though it s four
independent units they are;
1 Mudra Mumbai
2 Mudra South (including Bangalore, Chennai, Cochin)
3 Mudra north Ahmadabad
4 Mudra north and east (including Delhi and Kolkata)
Mudra often the entire spectrum of brand communication
competency ranging from strategic planning brand management creative,
Mudra is also one of the few agency networks in the country that offers a
comprehensive suit of marketing services under one umbrella .these aresupported by the largest national network among all agency.
2Mudra health and life style (MHL);It is specialize in the emerging common needs of the health core
industry marrying in-depth understanding of the medical business with
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refreshing consumer doctor and channel insight it is uniquely positioned
to address .the common requirement of the health and life style space
MHL also has a strong track record in the domain of social common and
pharmaceutical brand promotion.
Mudra health and life style client included J&J medical buyer
Bistol Myers Squibb, Alembic, Unicef & USV among others.
CLIENTS
1.Paras Pharmaceuticals
2.Reliance Communication
3.Union Bank Of India
4.Life Insurance Cooperation Of India
5.Godrej6.The Philips
7.Hindustan Unilever Ltd.
8.Pepsi
9.Jet Air Ways
10.Reliance ADAG
11.Spice Telecom
12.ICI Points
13.Union Bank Of India
14.Amrutanjan
15.Mahanagar Telephone Nigam Ltd (Corporate);16.Indian Express (News Paper);
17.Mid-Day (Website);
18.Global Trust Bank (Banking);
19.Indian Tourism Development Corporation (Hotels);
20.Business Standard (Publications);
21.Raj TV (TV Channel);
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22.Henkel Spic India (Detergents);
23.Godrej Foods;
24.Ahmedabad Electricity Co Ltd (Corporate);
25.LIC Of India (Insurance - Services);
26.Honda Siel Power Products (Gensets);
27.Satyam Computer Services Ltd (Satyam - Computer Software);
28.Satyam Infoway Ltd (Satyam - Internet Services);
29.Compaq (Compaq - Computers);
30.Cadila Healthcare Ltd (Everyuth - Healthcare);
31.Blow Plast Ltd (VIP Skybags - Luggage Carrier);
32.Dabur Ayurvedic Specialities Ltd (Nature Cure - Ayurvedic
Products);
33.Henkel Spic India Ltd (Fa - Soap);
34.Hindustan Motors Ltd (Mitsubishi Lancer - Automobile)
AWARDS
Mudra communication ltd. has got national and
international awards.
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1.International awards-Number of award-230 like Connes,D&AD, Clio, One show, Ad fest, communication arts, New York
festivals and others
2.National awardsNumber of awards-825 like Abby, CAG, Adclubs, AAAI show case of India advertising and others
3.Agency of the year 8 timesMudra founder A.G. KrishnaMurty has been honored multi times including
Calcutta Ad club Hall of fame
A&M Ad person of the year
Media international one of the international Ad industry
1998
AAAI premnrayon award recognition of pioneering spirit and
entrepreneurial vision
Mudra south agency of the year at paper award and the Ad
club Cochin.
SWOT Analysis of Mudra communication
Strength
- Satisfying the need of the customers
- Meeting up the client requirements in time- Innovative & creative in advertisement segment
- Quality in advertisement
- Global exposure with higher rewards & appreciation
- Efficient team working environment
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Weakness
- Pricing strategy
- Lack in promotion strategies towards increasing the brand name.
Opportunities
- Entering in global market to attract global clients
- Being the oldest advertising agency in India, it brand among itsclients- they have lot of client coming back with new product for
getting advertised.
- In its successful journey, they lot of wonderful memorbal
advertisement done by them- this has increased there brand imagein the Indian market.
Threats
- Challenging stiff competition from its competitors from bothdomestic & international levels.
- Changes in the taste & preferences of clients.
- Lack of creative minds & also too expensive in overall management.
Competitors of the Mudra communication;
AGENCY PLACE
Adbur Pvt Ltd Ghaziabad
Akshara Advertising New Delhi
Ambience DArcy Mumbai
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Chaitra Leo Burnett
Pvt Ltd
Mumbai -
Financial Data and Analysis
(a) Dec. 31 Accounts Receivable................................................... 2,500
Advertising Revenue.........................................
2,500
31 Art Sulies !"ense.................................................. 3,#00
Art Sulies.......................................................
3,#00
31 $nsurance !"ense...................................................... %50
&reaid $nsurance.............................................
%50
31 Dereciation !"ense................................................. #,000
Accumulated Dereciation...............................#,000
31 $nterest !"ense.......................................................... 150
$nterest &a'able.................................................
150
31 nearned Advertising ees........................................ 1,#00
Advertising Revenue.........................................
1,#00
31 Salaries !"ense.......................................................... 1,300
Salaries &a'able................................................
1,300
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(b) Mudra communication limited$ncome Statement
or t*e +ear !nded December 31, 2011
Revenues
Advertising revenue.................................................................
#2,-00
!"enses
Salaries e"ense........................................................................ 11,300
Dereciation e"ense............................................................... #,000
Rent e"ense............................................................................. ,000
Art sulies e"ense................................................................ 3,#00
$nsurance e"ense.................................................................... %50
$nterest e"ense........................................................................ 500
/otal e"enses.................................................................
2#,250
et income .......................................................................................... 3#,50
Mudra communication limitedRetained !arnings Statement
or t*e +ear !nded December 31, 2011
Retained earnings, anuar' 1................................................................................
500
Add et income....................................................................................................
3#,50
ess Dividends.......................................................................................................
12,000
Retained earnings, December 31...........................................................................
2,450
Mudra communication limited
alance S*eet
or t*e +ear !nded December 31, 2011
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Assets
6as* ................................................................................................ 11,000
Accounts receivable.......................................................................
22,500
Art sulies.....................................................................................
5,000
&reaid insurance..........................................................................
2,500
&rinting e7uiment........................................................................ #0,000
ess Accumulated dereciation.................................................. 3,000
2#,000
/otal assets..................................................................
#-,000
iabilities and Stoc8*olders9 !7uit'
iabilities
otes a'able........................................................................
5,000
Accounts a'able.................................................................
5,000
nearned advertising :ees...................................................
5,#00
Salaries a'able....................................................................1,300
$nterest a'able....................................................................
150
/otal liabilities............................................................
1-,050
Stoc8*olders9 e7uit'
6ommon stoc8...................................................................... 25,000
Retained earnings................................................................. 2,450
/otal stoc8*olders9 e7uit'..........................................
4,450
/otal liabilities and stoc8*olders9
e7uit' .......................................................................
#-,000
(c) (1) $ ; & < R < /
150 ; 5,000 < R < 1=2
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150 ; 2,500R
R ;150
2,500
R ; #>
(2) Salaries !"ense, 11,300 less Salaries &a'able 12=31=0%, 1,300 ;
10,000. /otal a'ments, 12,500 ? 10,000 ; 2,500 Salaries &a'able
12=31=0-.
Conclusion:
In todays world which is fast moving & dynamic, peoples wants,
need and desires are changing; its very important to know them and give
them what they want. This is the main objective of advertising where ad
agency plays major role in market research, making of creative,
launching it in the market, taking the feedback of consumer and making
any product famous and acceptable among consumers. Ad agencies are
playing an important role in shaping present and future of not just
selected brand but of entire company.
There is no one -- sure-fire -- best way to advertise your product or
service. It is important to explore the various advertising media andselect those which will most effectively convey your message to your
customers in a cost-efficient manner. Always to be remember,
advertising is an investment in the future of your business.
Ad agency is service industry it is growing very fast .talented
people are hired and they are showing there creativity ability .the ad
agency are providing services to the branded company carrying there
advertisement campaign most effectively.
They know how to attract the consumers .from one side agency arevery costly they are charging more money for the advertisement
campaign. On other side it is useful to the company .the ad agency can
launch the company product in better way.
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I think ad agencies are playing key role in-increasing the brand &
performance of a product or services of a company. Thank to ad agencies
contribution for changing our world of dreams & desire.
Bibliography-
Marketing management by Philip kotler
Advertising principle practice by Burnett wells Mariraty
www.google.com
www.indiaadvertising agency.com
www.yahoo.com
www.msn.com
Mudra 6ommunications td
M!"# H$%&, S'&' CG R!, E*%+"*!&, A'&!#+#! 380 006
T& (0091 79) 656 5659 F#/ (0091 79) 642 5058
Branch telephone numbers
A'&!#+#! (0091 79) 646 153023
##$"& (0091 80) 5588692
&'* (0091 11) 616 529092
M+#* (0091 22) 496 4800
C'* (0091 44) 825 0932, 8273151
C## (0091 33) 474 908485
H!&"#+#! (0091 40) 3314181, 3390494
$'* (0091 484) 365750301
E-#* ".#"$"#!"#.$
URL .!"#.$
C#*#*%&! +**% R% 5232.54 **$
T&&:*%*$ +**% N.A.
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