12 Vinod Badial

WEST BENGAL UNIVE ERSITY Y OF TEC CHNOLO OGY
SUM MMER PR ROJECT T REPOR RT ious verticals of Marketin M ng to buil ld a Bran nd Vari At
MudraM Max Pvt. . Ltd. By
Vino od Badial
WB BUT Reg gn No. 10 01360710013 of 20 010-2011 WB BUT Roll l No.1360 00910012 2
Army Institute I of ManagementK Kolkata
stituteofMan nagementKo olkata ArmyIns
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GUIDA ANCE CE ERTIFIC CATE

This is to certify th hat, VinodBadial l, WBU UT Regis stration. No 0710013of o year 2010-11, 2 WBUT Roll No o. 13600910012, has 101360 underta aken the project p tit tled Vario ous vertic cals of Marketing M g to build d a brand d under my guid dance at Army A In nstitute of f Manage ement, Kolkata. K T This mitted tow wards the e partial fulfillmen nt of the e Masters s in report is subm ess Admin nistration n curricul lum unde er the We est Benga al Univer rsity Busine of Tech hnology.
Full Signature S _______ ________ ________ __ Inter rnal Guid de(Prof. A.K A Pani) ) Army y Institut te of Man nagemen nt, Kolkata
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Table of conte ents
Completi ion certificat te .... ...3 Acknowl ledgements .. .............5 EXECUTIVE SUM MMARY .. 6 ODUCTION N I INTRO 1.1 Company profile ... . ...7
II THE PROJECT P 2.1 2.2 2.3 Re equirement of o the project t ........ .................... ....22 Pu urpose and sc cope of study y ..22 Re esearch Meth hodology ... .23
III COL LLECTION AND ANAL LYSIS OF DATA D 3.1Dat ta Analysis EXPLORE E ...................................... ....32 3.2 3.3 Dat ta Analysis Blackberry B m mobile Retai il ..39 Adv vertisement analysis AMWAY A ...47
IV FIND DINGS AND D RECOMM MENDATIO ONS 4.1 Constraints and Limitations L ..55 4.2 Findi ings . . 56 4.3 Recommendation ns . ..56 clusion .59 4.4 Conc V APPE ENDIX Appendix x 1- Questio onnaire for cu ustomer- EX XPLORE .. .60 Appendix x 2- Questio onnaire- Blac ckberry Mob bile Retail . ..60
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AC CKNOW WLEDGEMENTS
These tw wo months of f my associa ation with MudraMax M P Ltd. has really benef Pvt. fited me in every e real sense and provid ded me with the valuable e exposure of o the Media a Planning in ndustry. Not t only did I get t an opportu unity to get a first-hand d experience e and insight t into the fu unctioning of o the Industry but it was a great learnin ng process. a understan nding of the e market in such a sho ort period of f time woul ld not have been Getting an possible without the help of seve eral people without w whose constructi ive insights I would not have been able e to success sfully complete this proj ject. I thus take t this opp portunity an nd thank all those people who w took out time and he elped me in the t process. To begin n with I woul ld like to tha ank: Mr. PradeepR M Ramakrishna an, Vice-Pres sident, Mudr raMax Pvt. Ltd L (F For giving me m the oppor rtunity to wo ork with the agency) a MsPriyankaM M Mitra, Group p Account Di irector (Prim meRetail), MudraMax M Pv vt. Ltd. (F For introducing me to th he assignmen nt and unflag gging guidan nce during th he project) Mr. Nishant, MudraMax Pvt. Ltd. M (F For introducing and coac ching me to the media pl lanning softw wares)
Ms. Tanushre M eeJhalani, MudraMax M Pv vt. Ltd (F For educatin ng me in advertisement analysis a and tirelessly an nswering all the t queries)
I would like l to take this t opportu unity to thank k Prof. A.K K Pani, Arm my Institute of Managem ment whose su upport and guidance g ove er the subjec ct proved to be b immense ely valuable. Last, but no ot the least, I am a grateful for the sup pport and encourageme ent of my parents p and blessings of o the almighty y, without wh hich, the proj oject would never n have been b successf ful.
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EX XECUTI IVE SUM MMARY

This proj ject is intend ded as a part of the acade emic require ement for com mpletion of MBA Program under WBU UT. As a pre ecursor to th his, I took th his opportun nity to work k with Mudra amax Pvt. Ltd d. thus gain ning marketi ing insights s and other intricacies of marketi ing activitie es by involving g myself to the t extent po ossible. The purp pose and scope of the stu udy is to carr ry out a surv vey for the clients of Mu udraMax and d also to carry out surveys s in order to o pitch for potential p clie ents, and he elp the comp pany to dev vise a M strate egy to help clients c gain maximum m m market share and provide e satisfaction n and suitable Media value for r money to their t clients. This in reciprocation will w increase clientele an nd profitabili ity of the media a agency. All the re equired med dia and mark keting ammu unition have e been deplo oyed to arriv ve at a conclusive decision, , supported by b suitable data collected directly from f the fie eld and also using secon ndary data. T analysis ha as been carr ried out. It has h depicted the strength hs, weakness ses, opportun nities A SWOT and threa ats; on the ba asis of which h the basic st trategies hav ve been built t upon. The majo or findings depicts d that there is curr rently not much m footfall l for service es rendered under u the umbr rella brand EXPLORE E primarily be ecause of la ack of inform mation and marketing of o the brand. Secondly, the e sales of Blackberry B mobiles in Delhi/NCR region are low because of reluctanc ce of retaile ers on push h-factor and d shortage of o Blackberr ry banners around a the retail store. Bo oth the cases call for prom motional strategy to woo o the custom mers in increasing their in ntake of the cli ients produc ct. Measures s have been suggested which w includ de higher exp pected return n in the form m of profit margin m for the re etailers, mor re company schemes to o the consum mers, window w display an nd reference es for the shop. Among these, compan ny schemes make the differences d a are the highest and h sour rce of motivatio on after prof fit margin. Retailing R dem mands a con nstant push from f the com mpany. Mar rketer thus need ds to use adv vertising and d brand buil lding strateg gies to addre ess the disce erning buyers and retail pus sh to in diffe erent buyer.
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I INTRO ODUCT TION

dustry Pr rofile 1.1 Ind
Meanin ng
An adver rtising agen ncy or ad ag gency is a service s busin ness dedicate ed to creatin ng, planning g and handling advertising (and someti imes other forms f of pro omotion) for r its clients. An ad agen ncy is independ dent from th he client and d provides an a outside point of view w to the effo ort of selling the client's products or service es. An ag gency can n also ha andle overa all marketing g and branding g strategies an nd sales promotions for its clients. Typical ad ag gency cl lients inc clude bu usinesses and corpora ations, non-p profit organizat tions and go overnment ag gencies. Agencies may m be hi ired to produce telev vision commerc cials and rad dio commercials as part of o an adverti ising campai ign.
History y
The first t acknowled dged advertis sing agency y was Willia am Taylor in n 1786; ano other agency y was started by y James 'Jem m' White in Fleet F Street, London in 1800, and ev ventually ev volved into White W Bull Hol lmes a recru uitment adve ertising agen ncy, that we ent out of business b in the t late 198 80s In 1812 George Reynel ll, an officer r at the Lond don Gazette e, set up ano other of the early advert tising agencies also in Lon ndon. This re emained a fa amily busine ess until 199 93, as 'Reyne ell & Son', and a is art of the e TMP Worldwide W agency (U UK and Ireland) un nder the brand b now pa TMP Rey ynell. Anoth her early age ency that tra aded until re ecently was founded by y Charles Ba arker, and the firm f he estab blished traded d as 'Barkers s' until 2009 9 when it wen nt into Adm ministration. Volney B. B Palmer op pened the first fi America an advertisin ng agency, in i Philadelph hia in 1850. This agency placed p ads pr roduced by it ts clients in various new wspapers. In 1856 Mathew M Bra ady created the t first mod dern advertis sement when n he placed an ad in the New York Herald paper offering o to produce "pho otographs, am mbrotypes and a daguerre eotypes." Hi is ads were the first whose e typeface an nd fonts were e distinct fro om the text of the publ lication and from that of ot ther advertis sements. At that t time all newspaper ads were set t in agate an nd only agate e. His use of lar rger distincti ive fonts cau used a sensat tion. Later th hat same yea ar Robert Bo onner ran the e first full-page e ad in a new wspaper. In 1864, William James Carlton n began selli ing advertising space in n religious magazines. m J James Walter Thompson T jo oined this firm f in 1868 8. Thompso on rapidly became b their best sales sman, purchasin ng the comp pany in 1877 7 and renam ming it the James Walter Thompson Company, which w
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today is the oldest American A ad dvertising ag gency. Realiz zing that he could sell more m space if i the company y provided th he service of f developing g content for advertisers, Thompson hired writer rs and artists to form the fi irst known Creative C Dep partment in an a advertisin ng agency. He H is credited as the "fathe er of modern n magazine advertising" a in the US.
Types of o advertis sing agenc cies

Ad agenc cies come in n all sizes an nd include ev verything fro om one or tw wo-person shops s (which h rely mostly on o freelance talent to perform most functions), small to medium m size ed agencies such as Tractio on (agency) ), large ind dependents such as SM MART and multi-nation m nal, multi-ag gency conglomerates such h as Omni icom Grou up, WPP Group, G Publi icis, Interpub blic Group p of Compani ies . Generali ized adverti ising agenci ies Creative agencies specialize in "creative" or design-base ed business models: m thei ir basic inter rest is in the cre eation of the e advertisem ment or bran nding. Other ("full-servic ce") agencie es offer design in conjuncti ion with me edia buying. . Media agen ncies concen ntrate on media m buying g. (In the 1990s, media an nd creative were w often un nbundled in the t interests of economies of scale in n buying me edia. The clien nt who choo oses to use a design only y based adve ertising agen ncy must ass sume some of o the advertisin ng purchasin ng. These are activities that t are routi inely handle ed by an agen ncy with a media m buying option. o Media buying agencies are oftentimes a good choice e for larger businesses. b T These agencies can assum me greater responsibilit r ty for the strategic planning and function of o an advertisin ng campaign n. The adva antage to a design d only-based agen ncy is there is no third-party ordering the service. In turn, cos st can be low wer and is oftentimes o a good altern native for sm maller businesse es. st advertisin ng agencies Specialis In additi ion to the full-service, fu general-line e advertising g agencies, there are al lso agencies s that specialize in particu ular kinds of advertisi ing: recruitm ment, help-w wanted, me edical, class sified, industrial, financial, direct-respo onse, retail, yellow pag ges, theatrica al/entertainm ment, investm ment, travel, an nd so on. Specializ zation occurs s in such fields for a var riety of reaso ons. Often, as a in recruitm ment adverti ising, for exam mple, speciali ized media or o media use es are involv ved that requ uire knowled dge and expe ertise not ordin narily found d in a gener ral-line agen ncy. In other cases, su uch as medi ical or indu ustrial advertisin ng, the subje ect is technical and requ uires that wr riters and art tists have tra aining in ord der to write meaningful adv vertising messages about t it. Such spe ecialist adver rtising agenc cies are also usually "ful ll-service," in i that they offer o all the basic advertisin ng agency services in their area of o specialization plus other, o periph heral advert tising services related r to the eir area of sp pecialization n. In-House advertisin ng agencies Some adv vertisers bel lieve that the ey can provide such adve ertising serv vices to them mselves at a lower l cost than n would be ch harged by an n outside age ency.
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Interacti ive agencies s Interactiv ve agenci ies may di ifferentiate themselve es by offering o a mix of f web design/de evelopment, search eng gine market ting, internet t advertising g/marketing, or e-busine ess/ecommerc ce consulting g. Interactive agencies rose r to prom minence befo ore the tradit tional advert tising agencies fully embra aced the Inte ernet. Offering a wide ra ange of serv vices, some of o the intera active agencies grew very rapidly, alt though some e have dow wnsized just as rapidly due to chan nging market co onditions. Today, T the most m successf ful interactiv ve agencies are a defined as a companies that provide specialized s advertising a a marketin and ng services for f the digita al space. Th he digital spa ace is defined as a any multim media-enabl led electronic channel th hat an advert tiser's messag ge can be se een or heard fro om. The 'digital space' tr ranslates to the t Internet, kiosks, CD-ROMs, DV VDs, and life estyle devices (iPod, ( PSP, and a mobile) ). Interactive e agencies fu unction similarly to adve ertising agen ncies, services. Th although they focus solely on interactive i a advertising hey deliver services suc ch as strategy, creative, de esign, video, developmen nt, programm ming (Flash and otherwi ise), deploym ment, ment, and fulfillment f reporting. Often, O inter ractive agen ncies provi ide: digital lead managem generatio on, digital br rand develop pment, inter ractive mark keting and co ommunicatio ons strategy, rich media campaigns, c interactive video bra and experie ences, Web b 2.0 webs site design and developm ment, e-lear rning Tool ls, email marketing, m SEO/SEM services, PPC camp paign managem ment, conten nt managem ment services, web application dev velopment, and a overall data mining & ROI assess sment. The recen nt boost in th he interactiv ve agencies can c also be attributed a to the rising po opularity of webbased so ocial netwo orking and community y sites. The e creation of sites su uch as MySpace, Facebook k and YouTu ube have spa arked marke et interest, as a some inter ractive agen ncies have st tarted offering personal p and d corporate community c site develop pment as one e of their ser rvice offerin ngs. It still may be too early y to tell how w agencies wi ill use this ty ype of marke eting to mon netize client ROI, but all sig gns point to online netw working as th he future of brand b market ting and Inte eractive bein ng the core of Brand's B Comm munication and a Marketi ing Strategy. . Due to the social networking g explosion, , new type es of comp panies are doing d reput tation managem ment. This ty ype of agen ncy is espec cially import tant if a com mpany need ds online dam mage control. For example, disgrunt tled customers can qui ickly and easily e dama age a comp pany's ation management comp panies help stem s the neg gative reputation via social networking site. Reputa ion or misinformation th hat might pro oliferate in th heir absence e. informati Search engine e agenc cies Lately, pay per click k (PPC) and search engin ne optimizat tion (SEO) firms f have been b classifie ed by some as 'agencies' be ecause they create medi ia and imple ement media a purchases of text base ed (or image ba ased, in some e instances of o search ma arketing) ads s. This relativ vely young industry i has been slow to adopt the te erm 'agency', however with w the cre eation of ad ds (either tex xt or image) ) and media pu urchases; the ey do technic cally qualify y as 'advertisi ing agencies s'. Social media m agenci ies Social media m agencie es specialize e in promoti ion of brand ds in the var rious social media platf forms like blog gs, social net tworking site es, Q&A sit tes, discussio on forums, micro m blogs etc. The two o key services of o social me edia agencies s are: i. so ocial media marketing m ii. on nline reputat tion manage ement
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Advert tising Age ency India a - Shifting g paradigm m

d maturity has h also helped to shap pe the worl ld of advert tising India's economic prosperity and agencies in India, en nabling the latter l to reac ch global sta andards. Adv vertising has s become se erious and big business b in India, with its worth being estimat ted at Rs. 13,200-crore, by those in the know. Th his can only mean one th hing that apa art from the quality of work, w the vol lume of wor rk too has gone up. A decad de back it wa as still a fled dgling indust try, with a colonial hang g up. Today it has med itself int to a thoroug ghbred perfor rmer, doing great work both in India and abroad d and transform winning accolades. A prominent t globalization has been n observed in n the operation of the In ndian ng industry as it has lea arnt to speak k in differen nt languages s, be it urba an rural and even advertisin global. The adve ertising indu ustry in Indi ia has gone through a sea change with w the ince eption of va arious divisions s under it to o boost its productivity p y and progre ess, such as s creative de epartment, media m planning, direct mar rketing, publ lic relations, and so on n. With bloo oming mark kets and an everdeepenin ng pocket of f the Indian consumer, revenues fo or ad-spends s are touchin ng new high hs as advertisin ng agencies s in India continue c the eir triumpha ant march to owards crea ating new In ndian sensibilit ties. Technolo ogical advan ncements in the t last deca ade or so hav ve enabled the t common man to consume the medi ia of their choice c at the eir convenie ence and tim me. This blu urring of lin nes between n TV, Internet, mobile pho ones and oth her devices has increas sed media fr ragmentation n and has led to paradigm m shifts wit thin the in ndustry. In this part-re eal-part-virtu ual world, Advertising A And Marketin ng Services in i India are trying to marry m the age e-old traditio ons of storyt telling and brand b experienc ce to the new-age n real lity of cons sumer contr rol. Agencie es are creati ing, sharing g and managing g stories an nd brand exp periences in n a manner that involv ves and enga ages, rather than interrupt. . All most t all Marketi ing and Adv vertising age encies in Ind dia believe in the concept of 360 de egree branding g. The servic ces provided d by most of f these agencies include e advertisem ment for TV, print ads, creating web sites, work king on web w banners s, email marketing, m d direct marke eting, telemarketing, radi io promotio ons, outdo oor promot tions, track king retail visibility and communi ications, des signing inpu uts on packag ging, rural communicati c ions and PR R. It is safe to say that at pr resent a sing gle ad agenc cy provides a host of ser rvices from content crea ation, develo oping the artwo ork to radio o jingles to monitoring g the effectiveness of th he advertise ements and even inventing g new idioms and langua age to relate to consumer rs of all pock ket shapes and a sizes.
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List of top t advert tising com mpanies in India:

Ogilvy & Mather JWT Mudra Communica ations FCB Ul lka Advertis sing Limited d Rediffu usion DY & R McCan nn Erickson India I Limited RK Swamy BBDO Advertising g Limited Grey Worldwide W (In ndia) Private e Limited
ese top adver rtising firms s in India are e given below w: Some of the details regarding the Ogilvy & Mather: This com mpany is actu ually a New w York based d company th hat came int to existence in the year 1948 and they y are acting as a public c relation, marketing m an nd internatio onal advertis sing agency with operation ns in over 125 countries s including India. In In ndia, they ar re operating form the ci ity of Mumbai and they are a the creat tive minds in i Indias su uccessful ad ds for fevico ol, Asian Paints, Cadbury and Vodafo one. JWT: hich stands for f J Walter Thompson T is also based d in New Yor rk with oper rations in ov ver 90 JWT, wh countries s including India. They came int to existence e in the ye ear 1864 an nd still they y are dominati ing the worl ld of adverti isements in India. Some of their best creations are the ad ds for Unilever, Nokia, For rd, Bayer and d Nestle. C ations: Mudra Communica Mudra Communicati C ions is a Mu umbai-based d company th hat came int to existence in the year 1980 with the objective of f effective us se of the art of communi ication for expression e of f ideas that shape s their bran nds. Mudra Communica ations has pr romoted focu us on brands s like Mary Kay, K Big Ba azaar, Reliance NetConnect t, Philips and d HBO. ka Advertisi ing Limited d: FCB Ulk This com mpany came into existen nce in the yea ar 1961 and they are con ntinuing to be b among th he top five adve ertising com mpanies in In ndia. They aim a is to cre eate noticeab ble advertise ements in su uch a way that they create e an impact on the mind ds of the con nsumers abo out the prod duct or servi ice of their clie ents. Some of o their pop pular creation ns are adver rtisements for f Amul, Su unfeast, San ntoor, Zee cinem ma, Whirlpo ool and Tata indicom. Rediffus sion DY & R: R This is a Mumbai-ba ased compan ny that cam me into existe ence in the year 1973 with w the focus of integrated PR service es and media relation se ervices. They y are proud creators of advertisemen a nt for ng list of clientele, whi ich includes s Nano, Zyd dusCadila, ITC, I Emami, Berger Paints, their lon Cholama andalam, Shr riram Proper rties, Rasna, Parle and Marico. M
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n Erickson India I Limite ed: McCann The tagli ine Thanda aMatlab Coc co Cola can nnot be forg gotten by most m of the Indian telev vision viewers and a the prou ud creators of o this tag li ine is McCa ann Erickson n India Limi ited, which came into existence in the e year 1930. Their succe ess in the fi ield of adver rtisement ca an be learnt from their offi ices located in the diffe erent parts of o the world d like Europ pe, Latin Am merica, Sout theast Asia and d Australia. Another A pop pular creation of McCan nn Erickson India Limite ed that cann not be erased fro om the mind ds of Indian television t vi iewers is fo or everything g else, theres MasterCar rd. RK Swamy BBDO Advertising A g Limited: This com mpany is an integrated i co ommunicatio on service provider p com mmitted towa ards develop pment of marke eting solutio ons to their valuable cl lients. Their r main focu us is to offe er creative, costeffective and intelligent solutions s to their cus stomers. Grey Wo orldwide (In ndia) Privat te Limited: This com mpany is actu ually based in i Mumbai and a they are specialist in n offering eff fective mark keting and adve ertising solut tions. They have officer rs in differen nt parts of In ndia in cities like Banga alore, Kolkata, Ahmedabad and Delh hi. Some of f their prou ud creations include ad dvertisement ts for Godrej, P & G, UTV V, Ambuja Cement, India an oil, Nestle e, Maruti Su uzuki and He ero Honda. These co ompanies ar re highly re esponsible for f the growth of man ny compani ies belongin ng to different sectors main nly due to th heir effective e advertisem ment strategie es.
1.2 CO OMPANY Y PROFI ILE
Mudra is i one of the e most adm mired market ting commun nications ne etworks in th he country and a a highly ra ated agency both b by clien nts and indus stry. The Mud dra Group, In ndias leadin ng integrated d marketing communicat c tions group, offers a customiz zed and colla aborative app proach which helps clien nts build end during and pr rofitable bra ands. They util lize their dee ep understan nding of cons sumers, bran nds and med dia to deliver r Inventive Brand B Solutions s through ou ur four agenc cy networks - Mudra Ind dia (Branding g & Commu unication ), DDB D Mudra (I Influence &B Behavioural change ), Mudra M Max (I Integrated Engagement & Experienc ce) and Ignit teMudra (Par rtnershipsforEntrepreneu urs).
Mudra was w founded in i 1980. Tod day, they hav ve a team of f over 1,100 employees across a 26 off ffices and their r footprint co overs over 1, ,75,000 villa ages and 400 00 towns. Th hey offer dire ect contact in n over 3,50 00 schools re eaching out to t nearly 7 million m stude ents. Mudra has also help ped orchestr rate over 9,00 00 live folk performance p es and 500+ road shows across the le ength and breadth of the country.
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Mudra Group G clien nts include Aircel, Am mrutanjan, Amway, A Ban nk of Baro oda,Bajaj Al llianz Insurance e, Castrol, Dabur, D Disne ey, Emirates s, Electrolux x, Femina, Future F Grou up, Godrej, HBO, H Henkel, HP, HPCL L, Hindusta an Unilever r, ITC, Jet Airways, Johnson & Johnson, Jyoti ories, Kalpat taru Real Es state, Larsen n & Toubro, LIC, Lonel ly Planet, Madura M Garm ments, Laborato Max Ne ew York Li ife, Novarti is, Panasoni ic India, Pe epsico, Phil lips, Paras Pharmaceut ticals, Reliance ADAG, Samsung India a, Shell Fou undation, Spi ice Mobile, TTK, The Economic E Times, UNICEF F, Uninor, Union U Bank k of India, , United Sp pirits, Vaib bhav Empire e, Virgin India, I Volkswa agen and Wri igley.
Mudra Core & Pillars P

The origi inal challeng ger of the In ndian Commu unications in ndustry, Mu udra is known n for its "can n do" sprit, ded dicated partn nerships and d an unconve entional approach to bus siness. To help brands tackle t an uncert tain future, the t Group offers Inventi ive Brand Solutions, based on the pillars p of Cultural Empathy y, Experimen ntation, Infec ctious Expre ession and Dynamic D Inte egration.
25th Mar rch - A G Krishna amurthy fo ounded Mu udra Mudra Ah hmedabad was w born wi ith 15 empl loyees, 500 sq.ft space, Rs 40,000 and Vimal as it ts first clien nt. 25th Mar rch is ated across all a Mudra of ffices as Mud dra Day. still celebra
Launch of f Vimal ('On nly Vimal') This is the brand that la aunched Mu udra on its try yst with dest tiny. What began n with saree es, moved tow wards suitin ngs, shirtings s and dress mater rials. The ad dvertising used India's be est known photograph hers and mod dels and pion neered doub ble spread co olour ads. Cricke eters such as Ravi Shastr ri, Allan Bor rder and Vi Richards en ndorsed the brands, lead ding to the ge enesis of cricketers endorsing e br rands.
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Launch of Rasna( 'I love you Rasn na' campaign n) Rasna laun nched a soft drink d concen ntrate with a range of nin ne flavours on n a platform that offered both taste an nd economy y. In 1986, Rasn na became In ndia's largest t selling soft t drink concentrate e.
Launch of o Dhara Su unflower Oil l (DharaDh haraShudhD Dhara and 'M My Daddy Str rongest') Dhara Su unflower oil was under th he umbrella brand Dhara a in 1992. Positione ed on the pla atform of abs solute purity y, the campai igns remain on ne of the mo ost loved in the t history of o Indian adv vertising
Nestle Po olo launched d. 1995 relationsh hip with Sam msung and Dabur D begins s The 'Min nt with Hole' campaign was w recogniz zed as 'The Brand B Launch of o the Year'. This campai ign was high hly awarded across ad forums an nd categorie es like film, press p and ou utdoor. It wo on the 'Campaig gn of the Yea ar' award and was instru umental in Mudra M winning the t A&M 'A Agency of the e year' award d. Mudra's Relations ship with Sam msung also begins b this year, y as does s that of Dabur. In n July, Mudr ra launches campaign c for Maxtouch (The World in Your Pocke et), which ex xists as Voda afone today.
ald's enters th he India mar rket in 1996 McDona (McDonal ld'smeinhaikuchbaat) From bei ing perceived d as a wester rnized place e for the rich to now being kno own as a fam mily restaura ant that make es you smile e, McDonal ld's has taken a big leap in the consu umer's mind. . The change of perception n was made possible p thro ough a carefu ully executed communica ation plan tha at also comp plemented th he strategic changes in i pricing an nd menu.; lea ading to an almost a perfect example of a success sfully execut ted campaign n.
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Positionin ng of Peter England as 'The Hon nest Shirt', LI IC's timeless s baseline is born The 'hone est shirt' cam mpaign helpe ed Madura Garments G atta ain sales of 2 milli ion shirts in the year 199 98. It achieve ed that figur re within category just four years and its s the first bra and in the mid-segment m R 100 crore es in India. to cross Rs. Further, the baseline fo for LIC, 'Zindagik kesaathbhi, ebaadbhi' was w coined d this yea ar, somethin ng which zindagike continues s to be used till today. Mudra won w the acco ount for Fut ture Group's s hypermark ket chain Big Baza aar. The Bi iggest retail brand of In ndia is also the fastest growing retailer of th he world. Big B Bazaar, a brand that celebrates Indiannes ss in its ow wn unique way, w has re evolutionized d the way Indian co onsumers sh hop for daily y needs. Ov ver few year rs we have partnered d in the bran nd's growth from seven stores throu ugh to 150, and grow wn the busin ness four tim mes from Rs. R 1200 cro ores to Rs 4800 cro ores. Durin ng this journey, Mudr ra created successful properties such as th he 'Great In ndian Shopp ping Festiva al' - which d business worth w $ 13 30 million and a attracted d over 20 generated million walk-ins w
Volkswa agen's brand campaign Mudra Group G launch hed a speciali ist agency in n Ahmedaba ad called Ignite Mu udra, to cate er to the bran nd building needs n of entr repreneurs nationally y and interna ationally. Th he same year r, DDB Mud dra also unveiled Volkswagen n's first bran nd campaign. . To kick-off f VW's brand cam mpaign, DDB Mudra cre eated a neve er done befor re print roadblock k. On Novem mber 11th, 2009, 2 68.6 la akhs readers* * were introduce ed to Volksw wagen. The Times T of Ind dia, India's la argest selling En nglish news daily, was blocked b natio onally by a single s ad.
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EXECU UTIVE BO OARD

Madhuka ar kamath Group CE EO & Manag ging Directo or Mudra Gr roup An Econ nomics gradu uate from Lo oyola Chennai, Madhuka ar studied Management M a XLRI at Jamshedp pur. He has more than th hree decades s of experien nce in the fie eld of Advert tising and Marketin ng Communi ications and has spent cl lose to twent ty years in Mudra, M in two o separate st tints. Under hi is leadership p over the las st five years, , Mudra has transformed d itself from an Advertisi ing Agency into i one of Indias I leadin ng Integrated d Marketing g Communic cations Group ps, with capitalized billings in i the region n of ` 2,500 crores. c The Mud dra Group to oday has a un nique, custom mized and co ollaborative approach th hat helps clie ents build end during and profitable p bra ands. Built on o the four pi illars of Emp pathy, Exper rimentation, Expression and Integ gration, the Mudra M Group p offers Inve entive Brand ding Solution ns through it ts four agency networks n - Mudra M India - Branding & Communic cation, DDB B Mudra - Influence & Behavior ral Change, Mudra M Max - Integrated d Engagemen nt & Experie ence and Ign nite Mudra - Indias only agen ncy dedicate ed to the bran nd building needs of ent trepreneurs.
Bobby Pawar P Chief Cr reative Officer, Mudra Group G Bobby oversees o the e Mudra Groups creative e product acr ross all the fo our Agencies. Prior to ta aking over Mu udras nation nal creative responsibiliti ies, Bobby had h spent 7 years y in the US U market with w BBDO Chicago and d O&M New w York. Bobby cut c his teeth at Ogilvy an nd Mather In ndia. He rose e quickly fro om Senior Copywriter C to o Creative e Director an nd worked on o award win nning campa aigns for Tat ta Safari, Tat ta Sierra, Kelvina ator, British Airways, A etc c. pywriter of the t year (Ad d Club of Bo ombay - 1998 8, 2000). In 2000, he joined He is a two time cop Ogilvy & Mather, New N York as s a Creative Director. D Th here he work ked on brand ds like Jaguar r, a Kodak. He H helped pitch for AT& &T Wireless s and was ask ked to run th he $600 American Express and en the agenc cy won it. million account whe Pratap Bose M Grou up COO - Mudra CEO - Mudra M Max Pratap Bose joined d the Mudra Group in Ju uly 2008 as th he Chief Operating Offic cer. Apart fr rom being the t CEO of Mudra M Max, , the Integrat ted Engagem ment & Expe erience Agen ncy, Pratap is i also respon nsible for Ign nite Mudra, the t Agency for f Entrepreneurs.
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He join ned Mudra from f O&M where w he wo orked for 15 years in various capaciti ies. Apart from setting g up Ogilvy Landscapes, L he pioneere ed the Outdo oor AOR con ncept in India in 1994, which w segreg gated outdoor r advertising g very uniquely from ma ainline media a. In 2002, he h took over the operati ions of Ogilv vy Live, the events and promotions p division. Later, he create ed the retail and visual merchandisi ing arm - Og gilvy Signscapes. In 200 04, he took ch harge of Ogilvy Outreac ch, the first an nd largest rur ral advertisin ng and mark keting unit in n India and then went on n to merge th he four out-of-home units as Ogilvy Activation A an nd served as its President t. In 2006, he took on the role of CEO O at Ogilvy. He was also o the Manag ging Director r for Kinetic, South Asia a in the same e year. In the Mudra M Grou up, Pratap ha as set up Inte egrated Com mmunications s Planning an nd built the framew work for wha at can truly be b called Ind dia's first integrated Eng gagement and d Experiential Agency - Mudra Max. M Dilipk kumarUpadhyaya Chief Financial F Of fficer, Mudra a Group fessional Cha artered Acco ountant and a Company Secretary, Dilip D has bee en with the Mudra M A prof Group since 1987 and is curren ntly the Chie ef Financial Officer. A member m of th he operating board, he oversees s the financia al strategy of f the Group and has play yed a pivotal l role in its growth h. h helped th he Group ma ake strategic acquisitions s (Interact Vision, V Kidstu uff), forge key k Dilip has allianc ces (the netw work partners ship with DD DB Worldwi ide) and ente er into joint ventures v (Cl lear Chann nel Communi ication). He is responsib ble for the Gr roup's financ cial managem ment, corpor rate taxatio on as well as preparation n and evaluat tion of busin ness plans an nd proposals.
AjitMeno on Executive e Director - Organization O n Development, Mudra Group G With ove er 20 years of o experience e in the servi ices sector spanning Hos spitality, Av viation and Business B Process Outsourcing O g, Ajit is curr rently Execu utive Directo or - Organiza ation Develo opment for th he Mudra Group. G In this ca apacity, Ajit partners the e Managing Director D and d helps drive e organizatio on culture, gr rowth and visio on for each of o the four ag gencies that come under the Mudra group. g The departments d that come und der him are LLC (Leade ership, Learn ning and Cha ange), IT, Ad dministration & Facility y Managem ment. Leadersh hip, Learning g and Chang ge (LLC) the e Mudra Groups HR team m operates as a strategic partner to the bu usiness by bu uilding peopl le capabilitie es, infrastruc cture and org ganization cu ulture. His vision v for the Mudra M Group p is to make it the employ yer of choice for the cou untry's finest t talent. His administr ration team ensures that the organiza ation (policies and proce edures) run as a a well-oile ed machine in spite of th he mammoth h size of the Group. His project team m takes care of all the ex xistinand new infra astructure ne eeds of the Group. G
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Sandeep pVij Executiv ve Director & CKO - Mu udra Group CEO - DDB D Mudra Sandeep p is a part of the Execut tive Board and a is also th he Chief Kn nowledge Of fficer of the Mudra Group. As the CEO O of DDB Mudra M (the Influence I an nd Behaviou ural Change Agency), Sandeep S oversee es DDB India, I Trib bal DDB, Rapp Ind dia and DDB D Heal lth & Lif festyle. Sandeep p has over tw wenty five years y of cross-functional experience that has help ped build a number n of pow werful brand ds in India a including Nestle, McDonalds, M Dabur, Frit to Lay, Sa amsung, Mitsubi ishi, Reckitt t Benckiser, Henkel, J& &J, Wrigley, Philips, Apollo A DKV and Volksw wagen. In 2000 0, Sandeep co-founded agencyfaqs!, a one of the worlds w large est websites for advertisi ing and media.
AWAR RDS AND D ACHIEV VMENTS

Nation nal Awards won 931 (A Abby,CAG, Emvies, Ad d Club , PM MAA, AAA AI, OAC Aw wards, Showcase of India & others) Agency y of the yea ar for the eig ghth time Mudra''s founder AG A Krishnam murthy, has been b honored d multiple tim mes
Brand Equi ity Ad Agency Reckoner r - 2010:o Mud dra India ran nked No.5 o DDB B Mudra ran nked No.7 o Mud dra Max ran nked No.11 o Trib bal DDB Ind dia ranked No.5 N Mudra Max x wins Camp paign Asia Pacific P - Age ency of The Year, India and Subcont tinent Specialist Agency A 2010 0 DDB Mudr ra's campaig gn for Volks swagen Ven nto wins 'Most Innovati ive Campaig gn' of the Year by y NDTV Pro ofit 2011 Tribal DDB B India bags Gold at Yah hoo's Big Ide ea Chair Aw wards 2011 Calcutta Ad d Club Hall of o Fame A & M Ad person of th he year rnational, on ne of the 25 key k figures of o the international Ad In ndustry. Media Inter
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CLIEN NTS
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T THE PROJ JECT
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2.1 Re equirement of Pro oject

As a part t of the MBA A program at a Army Inst titute of Man nagement, th he West Ben ngal Universi ity of Technolo ogy (WBUT T) requires st tudents to undertake u a summer s Inte ernship Proje ect as part of o the curriculu um in the 3r rd semester. The univers sity has allo otted 200 ou ut of total 10 000 marks to t the summer project, whi ich is 20perc cent of the entire e 3rd se emester syllabus. This clearly c show ws the emphasis s that the Un niversity puts s on the Sum mmer Interns ship Project. Besides the t academi ic requireme ent, the sum mmer trainin ng gives stud dents ample e exposure to the functioni ing of an org ganization. This T helps th he students to o prepare the emselves as future mana agers. The first hand exper rience of wo orking in the e corporate environment e t makes the student awa are of the conve entions and other intrica acies of the profession. p It t provides a platform for r a safe testi ing of the theor retical knowl ledge that a student has gained g throu ugh classroom m study.
2.2 PURPOS P E AND SCOPE S O STUD OF DY

The study y is aimed at t the followi ing: To understan T nd the compa anys metho od of operati ion and verti icals of mar rketing used by it to o build the brand. T understand To d and implem ment various s tools of me edia plannin ng. For achieving g the above stated goal, , a thorough h market research has be een conduct ted to un nderstand th he dynamics of the mark ket and sugg gest compatib ble solutions s for larger brand b aw wareness. T map consu To umers perce eption of a brand b and oth her competit tive brands in the market t. T interpret the To t data and d information n gathered effectively e to o be able to give approp priate re ecommendat tions. G Giving sugge estions/recom mmendation ns to enhanc ce the aware eness of the e brand and d thus in ncrease the overall o sale of o the produc cts and servi ices of the cl lient.
The dura ation of the project p was eight weeks where I wo orked on various assignm ments assign ned to me by th he agency. In n the first week w I learned to work on various so oft wares lik ke TAM, IRS S and MAP use ed in media planning. Tw wo weeks of f the project were used in i market res search to fin nd the causes of o failure of f DIALs um mbrella bran nd at Termi inal 3 EXP PLORE. Tw wo weeks of o the project time t were used u for C Customer an nd retail sto ore mapping g of Blackb berry mobile in Delhi/NC CR region. The T last two weeks of the e project wer re utilized fo or Analysis of television n and print ads s of cosmet tics and sk kin care pro oducts of al ll competing g brands for f Mudra client c AMWAY Y.
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2.3 Ma arket Res search Methodolo M ogies

Market re esearch meth hodologies were w used fo or the follow wing assignm ments1. Finding the causes c for lo ow customer r footfall at shopping s space inside Terminal T 3, Delhi D ai irport under DIALs um mbrella brand d EXPLORE E. 2. Customer C and d retail store mapping in n Delhi/NCR R region for Blackberry B M Mobiles.
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Assign nment 1: To iden ntify the causes c of f failure of DIAL Ls umbr rella brand EXPLO ORE.
T definetheProb blem. 1. To
Indira Gandhi Intern national Airp port is the primary p inter rnational air rport of the National Ca apital Region of o Delhi, Ind dia, situated d in West Delhi, D 16 km m southwest of New Delhi D city ce entre. Named after a Indira Gandhi, G the former f Prime e Minister of India, it is the busiest airport a in Ind dia in terms of f daily fligh ht traffic. Wi ith the com mmencement t of operatio ons at the new n Termin nal 3, Delhi's In ndira Gandh hi Internation nal Airport has h become India's and South Asia's largest and d one of the most m importan nt aviation hub, h with a current cap pacity of han ndling more e than 46 million passenge ers and aim med at han ndling more e than 100 million passengers by b 2030. Along A with Mum mbai's Chha atrapatiShiva aji Internatio onal Airport t, it handles s more than n half of th he air traffic in South Asia. . The airpo ort serves as s the primary y civilian av viation hub for f the Natio onal Capital Region of India. I It was previously p operated by the Indian Air A Force un ntil its man nagement was transferre ed to the Airpo ort Authority y of India. In n May 2006 6, the manag gement of th he airport wa as passed ov ver to Delhi Int ternational Airport A Limi ited (DIAL), a joint ven nture led by the GMR Group, G which h also has the re esponsibility y for the airp port's expans sion and mod dernization. Delhi Int ternational Airport A Ltd (DIAL) and d its lead sh hareholder GMR G launch hed a major r new retail bra and for the commercial c a areas at the new n Indira Gandhi G Inter rnational Air rport Termin nal 3, in July 2 2010. The bran nd is called d Explore, and is desi igned to ad dd coherence e to the di iverse, ambi itious commerc cial offer at the new term minal. It will feature in n a wide rang ge of execut tions across T3s varied su uite of consu umer services s. The EXP PLORE prov vides a wide range of ser rvices to the fliers rangin ng from tran nsport faciliti ies to food outl lets to shopp ping facilitie es, duty free as well as non-duty n free e. However, , since the la aunch of EXPL LORE, it has experienced d a very low w customer fo ootfall comp pared with th he overall tu urnout of passen ngers at the terminal, for all such fa acilities irres spective of th he wide pub blicity aroun nd the airport.
R Research objectives o
To ha ave a compl lete understa anding of th he terminal and services s provided under u EXPL LORE. To un nderstand the e distribution n system and d promotiona al activities of o the Brand d. To un nderstand the e problems faced fa in the same. s To an nalyze the competition. To an nalyze and in nterpret the results of the e sample coll lected. To sug ggest measu ures that wou uld increase the footfall for f such faci ilities.
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Sources of Informat tion The data col T llected is a combination n of both Qualitative Q a Quantit and tative study. . The so ources of inf formation ar re Passen ngers Domestic fliers Internation nal fliers Female fliers, Senior citizen c and Students S Non-metro o fliers
Retail lers at the ter rminal DIAL L employees working at the t terminal Custo omer feedbac ck and comm ments at various online portals. p
2. The T Resea arch Plan n:

The next t stage of th he marketing g research in nvolves form mulating a pr rocedure tha at would ide entify the needs s and require ement of the e research pl lan. Designi ing a researc ch plan calls s for decision ns on the data source, rese earch approa aches, resear rch instruments, samplin ng plan and contact meth hods. For the project p explo oratory resea arch methodo ology has be een used wh hich focuses on the disco overy of ideas and is gener rally based on o secondary y data. Itis preliminary p investigation n which doe es not have a rigid design. This is bec cause a rese earcher invo olved in exp ploratory stu udy may hav ve to change his h focus as a result of new n ideas an nd relationsh hip among th he variables. While doin ng the research the first step p was emph hasized in ga athering prim mary data to gain a first hand exper rience and unde erstanding of f the market t and use the e secondary data to analyze and com me to conclu usion on the ob bservations made m above. Research h Instrumen nts: The rese earch instrum ment used he ere is a questionnaire Question nnaires: A question nnaire consis sts of quest tions presen nted to respo ondents for their answers. Because of its flexibi ility, the qu uestionnaire is the instr rument used d here to co ollect primary data. A sam mple copy of the ques stionnaire used u in the project is enclosed in n the APPEND DIX section. Samplin ng Plan: This s plan calls for f three dec cisions Samplin ng Unit- Who o is to be sur rveyed:
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People who w travel by y air frequen ntly or at leas st 3 to 4 time es in a year to t or from Te erminal 3. To have a better und derstanding of o the proble em fliers fro om different categories were w intervie ewed. Fliers we ere categoriz zed as Domestic flie D ers In nternational fliers Female fliers preferably mothers. m Students W Working prof fessionals Senior citizen ns N Non-metro fli iers
Sample Size S -How many m people should be su urveyed: In view of the secu urity constra aints involve ed in intervi iewing passe engers insid de or outsid de the terminal, , and owing to failure of f such a resea arch in the past, p passeng gers were to be b interview wed at their hom mes, offices or via teleph hone so that t a detailed interview co ould be cond ducted. Owing to such con nstraints sam mple size was considered d optimum between b 40 to 50 person ns with equi itable distributi ion across al ll categories. .
Samplin ng- The samp pling method d used is con nvenience sa ampling, as the name im mplies, it is based b on the co onvenience of the resea archer who is to select a sample dep pending upo on the accou unt of people av vailable on the t spot where the survey y is in progr ress.
3. Collecting C g the Info ormation n:

The data a collection phase p of ma arketing rese earch is gen nerally the most m expensi ive and the most prone to error. In cas se of EXPLO ORE, as state ed above the e data was co ollected usin ng a question nnaire as well as a by video/v voice record ding interviews dependin ng on the ch hoice of the interviewee. The collected d data is furth her collated, , tabulated an nd coded so as the proce ess of analys sis becomes more simpler.
4. Analyzing A g the Info ormation n:

The penu ultimate step p in the mark keting resea arch process is to extract t findings fr rom the collected data. The e data is tab bulated and averages an nd measures of dispersio on are also computed c fo or the major va ariables. The finding of the t survey is based on data d analysis s and is given n in details in i the following g chapter.
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5. Presentin P ng the Fin ndings:

As a last t step of ma arketing rese earch, the fi indings are presented p to o MudraMax x Pvt. Ltd which w signifies that the pro oject has bee en completed. The findi ings should not overwhe elm manage ement with lots s of numbers s and fancy statistical techniques, but b rather sh hould presen nt major find dings that are relevant r to th he major mar rketing decis sions facing managemen nt. Care has been taken to see that there are no o enormous data d which jumbles j the thinking pro ocess and also no statistica al jargons use ed to create complicacy c to the users of the report t. The findi ings for the project unde ertaken for DIAL, D a clie ent of Mudra aMax Pvt. Lt td identifyin ng the various opportunitie o es and chall lenges in li ight of the various adv vantages an nd constrain nts of operating g in an airport will be dis scussed in de etail in the following f chapters.
Assign nment 2: :Custome er and retail r sto ore mapp ping for Blackbe erry mobile e.
1. To T define e the prob blem

MudraM Max Prime Re etail, handle es the Blackb berry Mobil le distributio on for Black kberry mobil les in Delhi/NC CR region. Mudramax M has set up effective retail channel ls for blackb berry mobil les in Delhi/NC CR region where w there is i a retailer selling Blac ckberry mobiles in the ra adius of 2-3 3 kms all across Delhi/NCR R region. Th he distributi ion channel is set up in n such a wa ay that custo omers from all categories c ca an find a bla ackberry reta ail store in pl laces that su uits their lifes style. However r, even with h an effectiv ve and wide espread distr ribution syst tem, the sale es of Black kberry mobiles in these sto ores is belo ow expectati ions and lesser than it ts main riva al brands Nokia, N Samsung g, HTC etc.
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Research h Objectives: To understand T d the retail channel c for Blackberry B m mobiles in Delhi/NCR D re egion. T understand To d the distribu ution system m and promo otional activi ities to increa ase the sales s. T understand To d the problem ms faced in the same. T analyze th To he competitio on by the riv val brands. T analyze an To nd interpret the t results of the sample e collected. T suggest measures To m tha at would inc crease the sa ales and enq quires of bla ackberry products an nd accessori ies.
Sources of In nformation The data col T llected is a combination n of both Qualitative Q a Quantit and tative study. . The so ources of inf formation ar re Customers visiting the sto C ores where blackberry b m mobiles are sold. R Retailers selli ing the Black kberry and others o mobiles.
2. The T Resea arch Plan n:

The next t stage of th he marketing g research in nvolves form mulating a pr rocedure tha at would ide entify the needs s and require ement of the e research pl lan. Designi ing a researc ch plan calls s for decision ns on the data source, rese earch approa aches, resear rch instruments, samplin ng plan and contact meth hods. For the project p explo oratory resea arch methodo ology has be een used wh hich focuses on the disco overy of ideas and is gener rally based on o secondary y data. Itis preliminary p investigation n which doe es not have a rigid design. This is bec cause a rese earcher invo olved in exp ploratory stu udy may hav ve to change his h focus as a result of new n ideas an nd relationsh hip among th he variables. While doin ng the research the first step p was emph hasized in ga athering prim mary data to gain a first hand exper rience and unde erstanding of f the market t and use the e secondary data to analyze and com me to conclu usion on the ob bservations made m above. Research h Instrumen nts: The rese earch instrum ment used he ere is a questionnaire Question nnaires: A question nnaire consis sts of quest tions presen nted to respo ondents for their answers. Because of its flexibi ility, the qu uestionnaire is the instr rument used d here to co ollect primary data. A sam mple copy of the ques stionnaire used u in the project is enclosed in n the APPEND DIX section. Samplin ng Plan: This s plan calls for f three dec cisions
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Samplin ng Unit- Who o is to be sur rveyed: Customers visiting the sto C ores for purc chase or enquiry of mobi iles/accessor ries. R Retailers invo olved in selli ing of the Bl lackberry an nd other bran nds of mobile es.
Sample Size S -How many m people should be su urveyed: There is no limit on n the sample e size. Samp ple size depends on the total footfa all at a parti icular outlet for rm the time of opening to t its closing g time. This s was necessary to ascert tain the peak k and non-peak k hours of nu umber of visitation by cu ustomers at a retail outle et. Samplin ng- The samp pling method d used is con nvenience sa ampling, as the name im mplies, it is based b on the co onvenience of the resea archer who is to select a sample dep pending upo on the accou unt of people av vailable on the t spot where the survey y is in progr ress.
3. Collecting C g the Info ormation n:

The data a collection phase p of ma arketing rese earch is gen nerally the most m expensi ive and the most prone to error. In cas se of Blackbe erry mobile Retail, as sta ated above the t data was collected us sing a questionn naire as well l as by intera action with the t consume er and more importantly with the ret tailer. The colle ected data is s further coll lated, tabula ated and code ed so as the process of analysis a becomes simpler.
4. Analyzing A g the Info ormation n:

The penu ultimate step p in the mark keting resea arch process is to extract findings fr rom the collected data. The e data is tab bulated and averages an nd measures of dispersio on are also computed c fo or the major va ariables. The finding of the t survey is s based on data d analysis and is given n in details in i the following g chapters.
5. Presentin P ng the Fin ndings:

As a last t step of ma arketing rese earch, the fi indings are presented p to o MudraMax x Pvt. Ltd which w signifies that the assignment a has been completed. The findin ngs should not overw whelm managem ment with lo ots of numb bers and fan ncy statistica al technique es, but rathe er should pr resent major fin ndings that are a relevant to t the major marketing decisions d facing managem ment. Care has been taken to see that there are no o enormous data d which jumbles j the thinking pro ocess and also no statistica al jargons use ed to create complicacy c to the users of the report t. The findi ings for the project unde ertaken for Blackberry B m mobile Retai il, a client of f MudraMax x Pvt. Ltd ident tifying the various v oppo ortunities an nd challenge es in light of f the various s advantages s and constrain nts of operati ing in an airp port will be discussed in n detail in the e following chapters. c
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COL LLEC CTION N AND D ANA ALYSI IS OF F DAT TA
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Introd duction
inal 3 Termi
Terminal l 3, a state-of-the-art and d integrated terminal, t is the t worlds 24th 2 largest passenger terminal. It occupies 502,000 m (5.4 million n sq ft), with h a capacity to t handle 34 million passenge ers annually Designed d by HOK working w in co onsultation with w Mott MacDonald, th he new Term minal 3 is a tw wotier build ding, with the e bottom flo oor being the e arrivals area, and the to op being a de epartures are ea. This term minal has 168 8 check-in counters, 78 aerobridges a at 48 contac ct stands, 30 parking bay ys, 72 immigrat tion counters s, 15 X-ray screening s are eas, for less waiting time es, duty-free e shops, and other fea atures. Over 90% 9 of pass sengers will use u this term minal when completed. c T new term This minal had been n completed in i time for th he 2010 Com mmonwealth h Games, wh hich were he eld in Delhi, and will be co onnected to Delhi by an eight-lane motorway m (N National High hway 8), and d the Delhi Mass M Rapid Tr ransit System m. The terminal was officially inaugu urated on 3 July J 2010, an nd there wer re nine fligh hts to test the e operationa al readiness of o the new te erminal and its ground handling h capabiliti ies. All inter rnational airl lines shifted their operat tions to the new n terminal l in late July y 2010, and d all full serv vice domestic carriers mid-Novemb m er onwards. T3 has In ndia's first au utomated par rking manag gement & gu uidance syste em in a mult ti-level car park, p which co omprises 7 le evels and a capacity c of 4300 4 cars. Th he Parking System S is des signed & installed by M/s FAA AC India Pvt t. Ltd in reco ord time, in such s a way that t a person n wishing to park can find space within n 5 minutes with w the help p of an electr ronic dynam mic signage. Terminal l 3 will form m the first pha ase of the air rport expans sion in which h a 'U' shape ed building will w be develo oped in a mo odular mann ner. In 2010, all internatio onal and full l service dom mestic carrie ers started op perating from m Terminal 3, while Ter rminal 1 is dedicated d to low l cost ope erations. In subseque ent stages, th he low cost carriers c will also a move to o the new ter rminal comp plex. The much awaited go o ahead for the t domestic c airlines to start s operatio ons from the e new T3 terminal has been giv ven. After pa assing many y hurdles Air r India which h is also the national carr rier started its s domestic operations o from the new T3 terminal l from 11 No ovember 201 10. Two othe er airlines Jet J and Kingf fisher moved d to the new w terminal sin nce 14 Nove ember 2010 for f all their domestic c operations.
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3.1 EX XPLORE E CUSTO OMER FEEDBAC CK QUES STIONNAIRE IN I DEPTH INTER RVIEW
Q1. How w frequently do you fly?
Freque encyofFlying F
16 14 12 10 8 6 4 2 0 High Average Fre equencyofFlyi ing Low
Q2. Do you y travel do omestic, international or both?

18 16 14 12 10 8 6 4 2 0 Onlydomes stic O International Only TypeofTravel Both
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Q3. Wha at is the first thing that co omes to your r mind when n you think of o Terminal 3?

30 25 20 15 10 5 0 Attractive e Inte ernationalStan ndards GeneralimpressionaboutT3 Spacious
Q4. Wha at do you dislike about Terminal T 3?

18 16 14 12 10 8 6 4 2 0 Crowded Timecons suming Lackof o information Dislikes Tiring
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Q5. Do you y spend at airports?
25 20 15 10 5 0 Always Sometimes Sp pendsatairpor rts Never
Q6. If ye es, then what t do you mos stly spend on n?

35 30 25 20 15 10 5 0 Food Books,Apparels& B Durables A AreaofSpends s DutyFree
Foods an nd beverages s seem to be e an area wh here the cus stomers prefe fer to spend. Also books come next in lin ne. Duty free e shopping is i mostly don ne by the inte ernational tr ravellers.
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Q7. If no ot, then why? ?

25 20 15 10 5 0 Expensive e Lackofvariet ty ReasonsForNotSpe ending Lackoftime
It was a common tho ought proces ss in majorit ty of the dom mestic travel llers that air rport shoppi ing is more exp pensive as co ompared to the t same thin ngs availabl le outside in the market.
Q8. Do you y window-shop?
Windo owShop pping

35 30 25 20 15 10 5 0 Yes W Window Shoppin ng No o
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Q9. Wha at services do o you think are a missing? ?

18 16 14 12 10 8 6 4 2 0 A Adequate Help pdesks waitingLounges S Services Missing Maintnence
e you aware about Explo ore? Q10. Are

30 25 20 15 10 5 0 Yes Aware enessaboutEXPLORE No o
Most of the travelle ers were not t aware of EXPLORE .They did not n recall se eeing or hea aring g regarding the brand. For those few f who we ere aware had h seen on nly billboard ds or anything hoarding gs. However on being as sked if they were w aware about what t it exactly was w they wer re not aware of f it.
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EXPL LORE- SWOT S A ANALYS IS
STRENG GTHS A lot of stores present. Th he ambience e is internatio onal standards. T airport is The i of interna ational level and is as good g as tho ose of hongk kong ,heathr row , Singapore etc c. It t is a good way w of spen nding leisure e time for tr ravellers who o have time e before boarding th heir flights. T The internat tional fliers s are very satisfied with w the duty d free available a at t the ar rrival.especi ially the liqu uor,, an asp pect where in i the dome estic travelle ers are also very sa atisfied. A lot of frequ uent travelle ers and intern national trav vellers fly wh ho find it co onvenient to shop fr rom there.
WEAKN NESSES Lack L of Awareness: the fliers f are not t exactly aw ware that wha at explore is. those who are a have just see en the billbo oard or stan ndees. when n asked they y were unaw ware that wh hat it xactly is . ex High H end: mo ost of the fliers feel that the items av vailable are very expens sive and that t they w get the sa will ame at lower r prices outside.. Lack L of time .A lot fliers are often in n a hurry to either e get ou ut of the airp port or reach h their destination or r are in anxie ety if they ar re going som mewhere. mo ostly travelle ers just make e it in ti ime for the flight fl and the e ones who are a departing g prefer leaving early In nternational travellers fe elt that there is lack of fo ood stores an nd variety of f food availab ble .

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OPPORTUNITIES It t is one of th he best airpor rts in the wo orld. T airport ha The as a lot of fo ootfall all the e time becau use of the tra avellers .this can be tappe ed . T customer The rs would be attracted if more m items are a available e as far as im mported good ds are co oncerned. A majority Also y of fliers are e interested in i foods and d beverages and a books. Services can be b provided like bars, lo ounges, spas, , telephone booths, b info desks etc.
ATS THREA The T same thin ngs are available in the market at much m lesser prices. p Hence e fliers espec cially th he domestic travellers pr refer not to shop s on T3. The T other inte ernational ai irports like the t Singapor re airport, He eathrow (Lo ondon) and Dubai D ai irport are the e most prefe erred for sho opping by the e fliers becau use of the le ess prices on n their im mported goo ods.
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3.2 Bl lackberry y Retail Mobile M I. C CUSTOM MER FEE EDBACK K QUESTIONNAIRE
Q1. Why y did you vis sit the store?

250 200 150 100 50 0 Purchaseof e MobilePhone Purcha aseof MobilePhone P access sory Enquiry WindowShop pping
whydidyouvisitthestore?
Q2. Whic ch brands di id you shop for f or enquir re about?

300 250 200 150 100 50 0
Wh hichBrand(s)didyoushopfo or/enquireabout?
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y purchas se anything? Q3. Did you

265 260 255 250 245 240 235 230 225 Yes Didyou upurchaseany ything? No
Q4. Whic ch company product did d you purcha ase?

100 90 80 70 60 50 40 30 20 10 0 Nokia Samsung S S Sony Er ricsson Blackberry HTC C/I Pho one Othe ers
Which W compan nyproductdidyoupurchase? ?
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It was fou und out that t the custome ers are prefe erring blackb berry these days d especia ally the corporate sector pe eople as it has h now beco ome very re easonable. A surprising factor was that a lot of f new entrants who are sell ling phones at a much che eaper price are a also givin ng a stiff com mpetition..
Q5. Why y did you cho oose this store?

250 200 150 100 50 0 R Random selecti ion Nearnessto t office Reco ommendedby orho ome afriend Whydid dyouchosethi isstore? Others
w often do yo ou visit this store? s Q6. How

250 200 150 100 50 0 Always s Sometimes s Howoften ndoyouvisitthis t store? visit tedthefirsttim me
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II.
R RETAILE ER FEED DBACK QUESTIO Q ONNAIR RE
Q1. Whic ch brands do o the custom mers enquire the most abo out?

50 45 40 35 30 25 20 15 10 5 0 nokia Iphone/HTC samsung blackberry y others s
wh hichbrand(S)dotheyenquire eaboutthemo ost
Q2. Whic ch customer rs visit the most? m

45 40 35 30 25 20 15 10 5 0 youngster rs officegoers typeofcust tomersthatvis sitthemost others
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Q3. How w many black kberry phone es do you sell in a day?
30 25 20 15 10 5 0 1to3 3to5 5to7 7to10
how wmanyblackbe erryphonesdo oyousellinad day?
Q4. Wha at according to you is the e reason for people p to pre efer other ph hones over blackberry? b
25 20 15 10 5 0 expensive e lessvariety otherphones p havem more applications
whynotblackber rry?
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Q5. How w much are th he customers s mostly wil lling to pay?
16 14 12 10 8 6 4 2 0 be elow3000 belo ow5000 below8000 below w10000below15000 1 upto20 0000 Series1
Blackb berry Re etail Mob bile- SWO OT ANAL LYSIS
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Strength hs Much M of its strength in n market sh hare comes from the business world, w due to t IT pr rofessionals pushing for r its use. None N of the Blackberries competitor rs come eve en close to the t function nality from an a IT point of view w. Recently R ther re has been stress s on the e upgradatio on of the BlackBerry's looks l and ge eneral co onsumer app peal More M variety of blackberr ry models ha ave been lau unched in the e market. As A compared d to earlier th hey have laun nched which h are priced at a reasonable e prices. Blackberry B was w the first t company to understan nd that mob bile applicat tions need to t be delivered as part of an integrated i package, incl luding hardw ware, softwa are and serv vices, th hat is both co omplete and simple to us se. Blackberrys B m is als so a strong weapon ag gainst the co ompetition, as it business model en nables its re esellers to charge c for maintenance m e and support as part of o a subscrip ption, ra ather than ch harge an ann nual fee. Th his remains its i main stre ength and weapon w again nst its co ompetitors. The T brand is now n very po owerful. Wit th just under 5 million su ubscribers.
Weakness As A per most of o the custom mers, compa ared to other phones its expensive. e High H total cos st of owners ship. BlackB Berry is now perceived as s a high-end. O Other phones s at the same e price proba ably give the more featur res. The T BlackBer rry architect ture: The mu uch-discussed network operating cen ntre (N NOC) is perc ceived, rightl ly or wrongl ly, as a weak kness in the market m today y. Competitors C have h done a good job in popularising g the belief that t the relay y centre (th hrough whic ch all information sent an nd received by b BlackBer rry subscribe ers transits, albeit a in an encrypted e form) is a secu urity issue. So S far, the campaign n has not aff fected sales to t security-c conscious org ganisations in i key sectors su uch as gover rnment and finance. f How wever, the ne eed for organ nisations to let data transit via a third-party y server, and d sometimes abroad, in order o to use Black kBerry is in some respec cts a weakne ess.
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Opportu unities Addition A of useful u applications in th he BlackBer rry phones would w be well w positioned to gain even mo ore market sh hare. Target T the yo outh. Youth is ready to splurge on the mobile gizmos. If they t get the right variety, style and a lot of f application ns they do no ot hesitate in n going in for f a new ph hone . T is one re That eason why I-phones are slowly s becom ming more and a more popular. Threats Other O giants like nokia an nd Samsung g. Especially y nokia whic ch has come out with a range r of business ph hones. With W nearly every e electro onics manuf facture from m LG, to No okia, to Sam msung coming out w their ow with wn smartpho ones, the thr reats to RIM Ms BlackBe erry are man ny fold. Tou ugher co ompetition. Blackberry is i facing tou ugher competition than ever before, fr rom a range e of supplier rs. Until now w, competit tors have be een small niche vendors s, but going forwar rd Blackberr ry will com mpete with large l global players suc ch as Nokia a and M Microsoft, as s well as wi ith operators s, many of which w have launched th heir own bra anded em mail service es. It is unclear what im mpact the ne ewcomers will w have on n the market t, but m many enterpr rises are will ling to consid der them as valid alterna atives to Bla ackBerry tod day.
With the Bl W lackBerry's often late arrival to new n technologies, such h as the us se of to ouchscreens, , HSDPA, and a the avail lability of ad dd-on applic cations, to help h maintain n and ex xpand their market m share e, the engine eers and designers at RIM M need to begin catchin ng the te echnology curve c and ge etting in fro ont of it to help create e more mark ket share fo or the blackberrys unique u offer ring and stra ategy.
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3.3 A Advertise ement an nalysis of Skin care and a Colo or cosm metic P Products of all ma ajor Bran nds C ClientAM MWAY India
duction Introd
PROFIL LE Amway is i one of the e worlds larg gest direct se elling compa anies. Found ded in 1959 by b Jay Van Andel an nd Rich DeV Vos, Amway operates in more than 80 countries and a territorie es on six continent ts. Amway offers o the opportunity for people to have h a business of their own o based on o retailing beauty, nutr ritional, well lness and hou usehold prod ducts and sh haring the op pportunity wi ith others wh ho will do th he same. PEOPLE E Amway has h more tha an 13,000 em mployees wo orldwide. In addition, Am mway distrib butors are pa art of a sales fo orce of more than 3 milli ion owners around a the world. w PRODU UCTS AND SERVICES S More tha an 450 uniqu ue, high-qual lity products s carry the Amway A name e in the areas s of nutrition n, wellness, , beauty and d home. In ad ddition, Amw way distribu utors in selec cted markets sell addition nal brand-na ame goods th hrough local merchandise catalogues s, plus a vari iety of servic ces and education nal products. All produc cts are backed by a custo omer satisfac ction guarant tee.
Brand AnalysisA Skin Care e products s, (TV Com mmercials s) PONDS P

1. Ponds P ads have no brand d ambassado ors. 2. The T advertis sements mai inly concent trate on rela ationships es specially bet tween spouses. 3. Also A they mostly m target the working g women or the t young women. w 4. Also A they so ometimes us se sngs of movies m in the eir advertisem ments . The ones used u are kh hudajaane and a terahon nalagahoon .
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5. Their T advert tisements als so show fact ts about skin n and about their produc cts in reasearch r institute.
2009 6. In I the year 2009 their advertisemen a nts were ma ainly of thei ir product w white beauty b and d ponds age miracle. m 7. Ponds P white e beauty was s also the spo onsor of miss universe 2009. 8. October O onw wards they also adverti ised their co old cream add a with its very famous f jingl le googlyw wooglywooks sh. 9. The T south Indian I chan nnels showed d advertisem ments of po onds sandalw wood talc. t 2010 10. First half of o 2010 saw w the age mi iracle advert tisements an nd ponds wh hite . Mainly M stres ssing on the 7 days mira acle . 11. The ponds dream d flowe er talc saw th he use of son ng tera hone e lagahoon . 12. A lot of str ress was laid d on their fa ace washes . The advert tisements mainly m showed young girls. One of the adve ertisement also showed VjAnusha V . 13. October onw wards they again a started d the cold cre eam advertis sement
11 201 14.In I the year 2011 , so far f the main n concentrati ion has been on ponds gold
radiance r targ geting the 30 + women and the new w pure white e face wash h with activated a car rbon
G R GARNIER
1. Target T Group p - 1. Youth ( Majorly) 2. Middle e aged wome en 2. Brand B Amba assador - 1. Priyanka P Ch hopra (Main) ) 2. GeneliaDSo G ouza(Fairnes ss products) 3. Chitrangda( C Anti-aging products) G Produ ucts ads emp phasizes on increased i fai irness and re esults within n 7 days of usage. u 3. Garnier 4. Fairness prod ducts come with w Fairness s scales to measure m resul lts.
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5. It ts USP is ma ainly reduction of dark sp pots, protect tion from sun and increa ased fairness s. 6. AntiA aging products featu ured by Chit trangdha pro omise to redu uce wrinkles s, dark lines etc . 7. Ads A showcas se social ac cceptance fo or appearanc ce conscious youth afte er using Ga arnier pr roducts. 8. Garnier G Prod ducts for Male(face M w wash, black heads scru ub) category y emphasiz ze on in ncreased fair rness and oil l clear skin. TGT Metropolitan male. 9. Garnier G ads mainly fe eature on Youth Y watc ched channels ( Engl lish, Music and E Entertainmen nt). Garnier products for r anti-aging also feature e on Hindi cinema cha annels ta argeting mid ddle aged wo omen.
OLAY O
1. T The main motto of olay so far has bee en love the skin you are e in 2. It ts main brand ambassado ors so far ha ave been: i. Tiscac chopra ii. Soha Ali A Khan i iii. GulPa anag i iv. Kajol v. Katrin na Kaif v vi. Shilpa aShetty 3. Tisca T Chopra a, Soha Ali Khan , and d GulPanag g were seen in the ola ay total effe ects ad dvertisemen nt till 2010. 4. The T advertise ements main nly show ho ow damaged d their skins s had becom me and how olay helped rejuve enating the youthful y skin n. 5. Olay O also tied up with th he channel zo oom to prese ent programs s . They wer re : i. Beaut ty secrets by Olay ii. olay and a signs of o beauty wherein w the 3 actresses s mentioned d above we ent to Londo on to discove erthe secret to a younger r looking ski in . i iii. the ab bove program m had a cont tinuation pro ogram called d Olay truth h or dare whe ere in 30 + working w wom men , like fashion fa desig gners , jewel lry designers s , actresses were sent to o the Olay re esearch cent ters and they y tell about their t findings about their r skin and ag geing and also they met up the three actresses who w told them m their findin ngs , 6. Kajol K has don ne quite a nu umber of adv vertisements s mainly showing that ho ow over the years sh he still main ntains a good d skin. And encourages to start takin ng care befo ore the skin starts ag geing using Olay total ef ffects . 7. Katrina K kaif has h been seen n in the Ola ay natural white w advert tisements. 8. End E of 2010 0 saw an ad dvertisement where in Sohaali S Kha an introduce es the produ uct to ShilpaShetty . Early 2011 1 ShilpaShet tty is again seen, s wherei in she claims s that the pro oduct does make a difference. d
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9. A Also the yea ar 2011 saw w the introdu uction of Olay O mens solutions s wh hich promis ses to re emove oiline ess, Roughne ess and the uneven u skin tone.
Lakme L
1. L Lakme mainly concentrat tes on young g women esp pecially the working w wom men. 2. During D the last three year rs they have laid a lot of f stress their sun s screen products p . 2009 3. Katrina K Kaif seen in the sun s screen kn nown as su un expert ad dvertisement ts. 4. Also A stress la aid on face washes w and th heir 9 to 5 lip p color. 5. Later L part of the t year saw w peach milk k advertiseme ents 2010 6. th he summers of 2010 lakm me mainly concentrated on their frui it blast face wash w range . 7. In n the winters s they introd duced the fru uit moisturize ers 8. A new produc ct for the 30+ women was added, lak kme perfect radiance . 2011 9. So far in 2011 main stress is on Lakm me perfect ra adiance prod ducts, sunscre een products s. 10. Also A they had d a limited edition e range e fantasy co ollection in n a tie up wit th the movie e love ka the end.
N a Neutrogen
1. Target T Group p- 1. Youth e aged wome en. 2. Middle 2. Brand B Ambas ssador - 1. DeepikaPudu D ukone 2. Prachi Desai 3. Main M emphas sis is on incr reased fairne ess. 4. An A ad showc cases Neutro ogena as a product whic ch reduces im mpurities of f the skin, pr rotect fr rom sun (SPF), reduce dark d spots an nd enhances fairness. f 5. Ads A feature on o English Movies M and entertainmen nt channels, Star S plus. 6. Neutrogena N is s main spons sor of TV pr rograms on Star S Plus and d Star progra am. 7. Frequency of f ads is extrem mely low co ompared to competitors c l Garnier, like , lakme, pon nds.
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Loreal L
1. L Loreal is main nly into Hair color produ ucts advertis sing. 2. The T skin prod ducts they co oncentrate on n are revita alift white perfect. p 3. They T mostly rope in the best b in the film f industry y like Aishw waryaRai , Eva Longoria a, and A Andie Mac Dowell. D
A Advertisem ment Analy ysis Prin nt Media S Skin Care & Colour r cosmetics s
GARNIER G 1. Target T Group p English speaking s pop pulation 2. Target T Locati ion Metrop politan cities s ( Primary) Sub- urban n cities 3. MediumM Eng glish newspa apers and ma agazines. V Very few prin nt ads in Hin ndi. 4. Garnier G has extensively e a advertised its s products in n the last two o years. 5. Approximate A ly 98% of ads are in n English and a advertis sed in Eng glish dailies s and m magazines. 6. Most M of the ads a feature its Brand am mbassadors advertising a th he products. . However, Some S of the ads fea ature only the e product. 7. Garnier G has made m its ads appealing by y using catch hy punch-lin nes and attra active graphics. 8. The T ads have primarily fe eatured in th he dailies of the t metropol litan cities. 9. In n 2010-11, Garnier G in collaboration c n with Time es of India started s the Take Care Take C Charge campaign which h aimed at sa aving the en nvironment which w was widely w cover red in th he TOI. The e campaign was adverti ised only in n metropolita an cities. Th he ad somet times ca arried a Garn nier product t image.
PONDS P
1. Target T Group p- Youth ged women. Middle ag 2. Medium M - Metropolitan M c cities: Englis sh print Su ub-urban citi ies: Hindi/ re egional print t 3. Ponds have extensively advertised a its s product in the t past two years. 4. It t does not have any brand ambassador advertis sing the prod ducts. Only attractive fe emale m models. 5. The T USP of most m ads is enhanced e fair rness and an nti-aging mir racles.
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6. It t also interac cts with the consumers c b answering by g their beaut ty questions or by giving g tips an nd cues on skin s mainten nance. 7. In n 2010, it sta arted a an ev vening in Pa aris contest which was much m advertised in the print. p 8. It t has also ini itiated other beauty conte ests such as ponds whit te beauty an nd model hu unts.
Estee E Laud der

1. Target T Group p English educated e you uth and midd dle aged read ders. Above mi iddle income e+ readers 2. An A attractive looking mod del advertisi ing the produ ucts. 3. Focus on fairn ness and ant ti-aging skin n products. 4. Retail R only in Delhi, Mumbai an nd Bangalor re so adve ertised only in these cities newspapers. 5. Frequency of f ads is avera age. 1. 2. 3.
N Neutrogen a
Target Group T p Youth an nd middle aged readers. M MediumEng glish print. Few F in Hindi i prints. M Maximum ad ds are advert tised with th heir brand am mbassador DeepikaPadu D ukone and Prachi P D Desai. 4. Facial cleanse er and Fairness cream pr roducts are advertised a th he most. 5. Skin solution ns and Expert t advice feat tured in som me ads.
Lakme L
1. H Heavily into print p ads. 2. They T mostly advertise about their sun n screen prod duct range called the sun n expert. 3. Their T advertisements are e very descri iptive, gener rally discuss sing as to why w their pro oduct sh hould be use ed. 4. They T have fa amous model ls only in th heir lip stick and nail pai int ads other rwise not fam mous fa aces. 5. They T mostly target t the yo oungsters esp pecially the working w women.
AVON A
1. A Avon advertises through print ads. 2. The T company y issues mon nthly booklet ts which has s details of all their produ ucts availabl le for th heir particula ar month. 3. The T details ra ange from th he products on o which discounts are offered o to the e new produc cts. 4. Not N very in-d depth details are provided d in the book klet.
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L Lancome 1. Though T Lanc come is not heavily h into advertising , the few tha at came in th he last three years sa aw them stre essing on the eir anti-agein ng product GENIFIQU E. 2. The T other few w were of mascara m and d melanolyse er in which were seen top t actresses s like Ju ulia Roberts.
1. 2. 3. 4.
M Maybelline e
Maybelline ad M ds are mostl ly very eye catching. c T They generall ly show mak ke up produc cts like masc caras, lipsticks etc. T Their ads hav ve models ac cross the wor rld. A they are Also e seen in the form of ads s like the one named fa ace of the mo oment, whe ere in th hey pick and d choose nor rmal day to day working ladies or young y girls, and give th hem a m makeover. Main M stress is on the subtl le, natural an nd yet a clas ssy look that t can be achi ieved using Maybel lline product ts.
1. 2. 3. 4.
L Loreal
Loreal is heav L vily into prin nt ads . In n India the ads a mostly ha ave their bra and ambassad dor Aishwar ryaRaiBachc chan . A Sonamk Also kapoor for th he skin white ening produc ct range PE ERFECT. A a few pr Also rint ads also show somet times the international ce elebrities.
O OLAY 1. The T new face e in their ads in 2011 has s been Shilpa aShetty. 2. Their T ads are interactive, where in a lot l of details s about the product p is giv ven and also o why sh hould it be used. u 3. They T use eye catching sta atements by the actresse es like Kajol saying join n me in the battle b ag gainst ageing g or Katrin na saying tha at Olay is the e secret of he er glowing sk kin inside
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FIN NDINGS AN ND RE ECOM MMEN NDAT TIONS S
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4.1 Co onstraints s and Li imitation ns of the study: s

During the t project period, p ther re were vari ious factors that contri ibuted to lim mit the scope of the stu udy. The major limitat tions and co onstraints ar re listed below:-
1. EXPLORE E The greatest T t limitation in case of f EXPLORE E assignmen nt was that due to sec curity c constraints it t became imp possible to interview i the e fliers inside or outside the Termina al 3. A entry in Also nside the term minal was re estricted to get g the first hand h experie ence and per rsonal o observation of o the termin nal. S Since the sam mple was av vailable eithe er by person nal contacts or o office con ntacts, the sa ample s was rest size tricted. . T limited time The t allocate ed for the co ollection of th he data was a severe con nstraint and again a a affected the primary p data a collection; M Most of the fliers int terviewed did d not hav ve the expo osure to ot ther well-kn nown i international l terminals to o give a com mparative ana alysis of Ter rminal 3.
2. BLACKBER B RRY MOBI ILE RETAIL SURVEY Y
Some of the wholesalers s and retaile ers could not t provide re equired data on frequenc cy of cu ustomers per r day , which h affected th he primary data and the subsequent s a analysis; T limited ti The ime allocated for the col llection of th he data was a severe con nstraint and again a af ffected the primary p data collection; T markets selected in and The a around New N Delhi/N NCR were not n sufficien nt to represen nt the diverse and the t varied market m and th he sample ch hosen could not be justif fied in entire ety to epresent the population. re
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4.2 Findings
1. EXPLORE E Lack of o information about EX XPLORE am mongst the fli iers. Time constraint an nd perceptio on of fliers th hat airport is s not a shopp ping destinat tion. Premi ium pricing of products and servic ces by retai ilers because of high set-up s costs. Lack of o variety an nd retailer ch hoice for pas ssengers. Absen nce of advert tising and marketing m of EXPLORE E o outside the terminal. t Restri iction of gen neral populat tion inside th he terminal due d to securi ity reasons which w restric cts the custom mer base.
B Mobile M Reta ail 2. Blackberry Shorta age of signa ages outside the stores indicating i th he availabili ity of Black kberry mobil le and access sories in the store. Stores s with Black kberry signag ges have ove erlapping com mpetitor bra and signages. Scarci ity of push-f factor by the e retailer for Blackberry mobiles. m Availa ability of competitive pr roducts again nst Blackber rry mobiles in i the store. Lower r price range mobiles offering si imilar featu ures compet ting aggress sively agains st high price ed Blackberry y mobiles. Defici iency of sale es oriented schemes for retailers r to push p the prod duct.
4.3 RECO OMMEND DATION NS
1. Suggesti ions to imp prove the Brand B awar reness of EXPLORE E E:

LA ACK OF AWARENES SS AND BR RAND MAR RKETING: it was found d that the travellers were w unawa are of EXPLO ORE as a br rand. For tho ose few who o said they knew, co ould just rec call seeing banners b or st tandees. Eve en they wer re not ware of what t explore exa actly is. aw
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i) More numb ber of billboa ards should be put up. The T billboard ds should be e well ghted. A maj ajor problem m with the bi illboards and d other stand dees and ban nners lig is that they ar re not well lighted. Also the height t of the ban nners should be a lit ttle low as it t was found out that the ey were way y too high fo or the travell ler to pa ay attention ii) ) Pamphlets can be distributed wh herein all the t services provided under u EX XPLORE ca an be mentioned. iii i) EXPLORE E can tie up p with all the e flight booking sites, and a can adve ertise themselves via a the sites. iv) Tie ups with w travel ag gents, who can c put up EXPLORE E b banners and d also distribute the pamphlets. p ALES PRO OMOTION SCHEMES S: time to ti ime sales promotion ca an be SA do one by vario ous technique es which wo ould attract more m and more custome ers. A few w of the sug ggestions are e: i)d discounts , li ike off seaso on discounts, , season and d festival disc counts . ii) ) gift coupon ns to certain customers using u techniq ques like scra atch cards. iii i) Explore can c start wit th loyalty pr rograms wh herein the cu ustomers can n get po oints on trav velling which can be redeemed in i the form of shoppin ng or se ervices. LA ACK OF SERVICES: S : During th he interviews it was fou und out tha at the tra avellers wer re dissatisfie ed with the services pr resent on the airport. A few su uggestions ar re : i) Have more number of help h desks as s a lot of peo ople have tro ouble findin ng out their way thro ough termina al 3. ) There can be b a certain number of staff s which should s be pl laced all ove er the ii) air rport to guid de the passen ngers whenev ver they are in need. iii i) Service of f porters can n also be pro ovided for th he elderly an nd ladies wh ho are ex xpecting and d the also the e disabled wh ho can help them t with th heir luggage. iv) Timelymai intenance of f the upholste ery should be b done. v) Services lik ke easy availability of cabs c , hotel bookings an nd also train n and bu us bookings should be av vailable at th he terminal
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2 Recomm 2. mendations s to improve the foo otfall and sales at re etail stores s for Blackberry Mobile e
Si ignages: Th here are eith her no or ve ery few sign nages outside the retail store indicating the e availability y of Blackb berry produc cts in the store. s Thus, it is uggested that t the number r of signages s or billboard ds should be e increased. su
rade discou unts and sch hemes for retailers: r Re etailers are profit p driven n and Tr pu ush only tho ose products s which gives them hig gh profit ma argin. Thus, it is su uggested that t few benefic cial schemes s and discou unts should be b provided to t the ret tailers to mo otivate them to push Blac ckberry prod ducts. Ta argeting hig gh end mar rkets: Black kberry mobil les being in n the higher price br racket does not n appeal much m to the e low end markets m wher re consumer rs are pr rice consciou us and pref fer low price e mobiles. However, H so ome retail stores s we ere found to o be located in such low end market ts where Bla ackberry sale es are alm most non-ex xistent. Ther refore, it is recommende ed that instea ad of investi ing in su uch markets more focus should be laid l on high h end marke ets where footfall for Blackberry y products is s high. Pr rint ads: Pr rint ads in lo ocal newspa apers should d be encoura aged to mak ke the co onsumers aw ware of the existence e of retail stores s selling Bla ackberry products around their areas a of resid dence or wo ork. This is likely l to increase the footfall in the stores.
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4.4 CONC CLUSI ION

In case of EXPLORE E: roper market ting of the brand is nece essary the ma ake the cons sumer The pr aware of the Bran nd existence. . The numbe er of people travelling by b air has in ncreased tre emendously over the years, y this provides ample a opport tunity to the marketers to o expand the emselves.
In the BlackBerry mo obile retail case c study, it t can be conc cluded: The re etailers need ds to be br riefed and retailer r strat tegies like trade discou unts, sales oriented o ben nefit scheme es could be incorporate ed to increas se the sales of o Blackberr ry mobiles. The rig ght markets should be id dentified, so that proper focus can be e laid on such markets.
BIBLO OGRAPH HY
www.wikepedia.org/mud w dra/ w www.mudra.c com w www.exchang ge4media.co om w www.newdel hiairport.com m
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5.A APPEN NDIX X

5.1EXPLOR RE- Questionnaire for f the con nsumer.
1. H How do they relate to Delhi Airport? ( opinion ab bout explore) 2. How H was thei ir experience e at T3? (pro oblems and the t possible solutions) 3. What W are the services the e customers have availe ed are aware e of and are looking for rward to o? 4. How H known is i Brand Exp plore to freq quent traveler rs? 5. Are A the DIAL L employees s satisfied wi ith their job, environmen nt? 6. Problems face ed by the DI IAL employees. 7. Retailers R opi inions, obser rvations and d suggestions s.
5.2 Blackb berry Mo obile Reta ail Questionna Q aire for Con nsumer 1. P Purposeofvisittothe estore. P Purchase of f mobile phone/Purc p chase of mobile m acce essory/ Enquiry/Window shopping Whichbran nd(s)didyo oushopfororenquir redabout? ? 2. W B Blackberry/ /Nokia/Samsung/LG/Motorola a/SonyEric csson/I p phone/HTC C/Others 3. Did D youpur rchaseany ything? Yes/No If fyes,what t?_____ _________ _________ _________ __________ ______
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4. D Didyoufind dwhatyou uwerelookingforat tthestore? ? If fnot,what twasmissi ing? _ __________ _________ _________ _________ _________ _______ Whydidyouvisitthis sstore? 5. W i. Rand domselection ii. Nearnesstoho ome/office i iii. Sawadvertisem a mentboard dsoutsidethestore i iv. Recommended dbyafriend v. Anyother o reaso on ____ __________ _________ _________ _________ _________ __ Howoftendoyouvisitthisstore? 6. H i. Always ii. Some etimes i iii. Onlythistime Questionna Q aireforRet tailer
1. W Which brands s do the cust tomers enquire the most about? - Nokia - Samsung - Blackberr ry - iphone/HT TC - Others 2. W Which catego ory of custom mers visits th he most? - Working Professional ls - Students - Others
Yes/No
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3. H How many Blackberry ph hones do you u sell in a da ay? - 1-3 - 3-5 - 5-7 - 7-10 4. W What accordi ing to you is reason that other phone es sell more than t Blackbe erry mobiles s? - Variety - Expensive e - Lesser applications 5. H How much ar re customers s willing to spend s on the purchase of f mobile pho one? - Below 30 000 - Below 50 000 000 - Below 80 - Below 10 0000 - Below 15000 - Upto 2000 00
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WEST BENGAL UNIVE ERSITY Y OF TEC CHNOLO OGY

MudraM Max Pvt. . Ltd. By

Army Institute I of ManagementK Kolkata

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GUIDA ANCE CE ERTIFIC CATE

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Table of conte ents

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EX XECUTI IVE SUM MMARY

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I INTRO ODUCT TION

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Types of o advertis sing agenc cies

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Advert tising Age ency India a - Shifting g paradigm m

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List of top t advert tising com mpanies in India:

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1.2 CO OMPANY Y PROFI ILE

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Mudra Core & Pillars P

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EXECU UTIVE BO OARD

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AWAR RDS AND D ACHIEV VMENTS

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T THE PROJ JECT

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2.1 Re equirement of Pro oject

2.2 PURPOS P E AND SCOPE S O STUD OF DY

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2.3 Ma arket Res search Methodolo M ogies

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2. The T Resea arch Plan n:

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3. Collecting C g the Info ormation n:

4. Analyzing A g the Info ormation n:

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5. Presentin P ng the Fin ndings:

1. To T define e the prob blem

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2. The T Resea arch Plan n:

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3. Collecting C g the Info ormation n:

4. Analyzing A g the Info ormation n:

5. Presentin P ng the Fin ndings:

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COL LLEC CTION N AND D ANA ALYSI IS OF F DAT TA

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Q2. Do you y travel do omestic, international or both?

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Q4. Wha at do you dislike about Terminal T 3?

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Q5. Do you y spend at airports?