1

A

SUMMER INTERNSHIP PROJECT REPORT ON

“OPERATIONAL PROCESS OF ADVERTISING AGENCY”

SUBMITTED To

L.J. Institute of Computer Application

In requirement of partial fulfillment for degree of

Master of Business Administration

In

Gujarat Technological University

UNDER THE GUIDANCE OF

Mrs. Rinal Shah

Submitted on:

Submitted by: Aneri Gandhi

Enrolment number:

MBA SEMESTER:

Batch No:

2

Certificate

Certified that this comprehensive project report titled ―Title‖ is the bonafied work

of Student Name (Enr. No. 117290592024) who carried out the research under my

supervision. I also certify further, that to the best of my knowledge the work

reported herein does not form part of any other project report or dissertation on the

basis of which a degree or a work was conferred on an earlier occasion on this or

any other candidate.

Date:

Place: Ahmedabad Signature of the student

It is certified that the work mentioned above is carried out under my guidance.

Date:

Place: Ahmedabad Signature of the faculty guide

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DECLARATION

I, Aneri Gandhi (Enr. No.) hereby declare that the report for Comprehensive

Project “OPERATIONAL PROCEDURE OF ADVERTISING AGENCY” is a result of our

my work and our indebtedness to other work publications, references, if any,

have been duly acknowledged.

Date: Aneri Gandhi

Place: Ahmedabad

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ACKNOWLEDGEMENT

A summer project is a golden opportunity for learning and self-development. I

consider myself very lucky and honored to have so many wonderful people lead

me through in completion of this project.

I have great pleasure in expressing my gratitude to Mr. Sanjay Chakraborty, Vice-

President at Triton Communications, who helped me get this opportunity to do my

internship at Triton Communications.

My grateful thanks to Ms. Priyanka Sharma, employee at Triton

Communications who took time out to hear, guide and keep me on correct path. A

humble ‗Thank you.

I would like to thank Mr. Siddharth Bist (Dean of L.J Institute) & Ms. Neha

Mehta, (Professor, L.J Institute), for helping me to get such an excellent

opportunity.

Last but not the least there were so many who shared valuable information that

helped in the successful completion of this project.

Aneri Gandhi

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PREFACE

In every field of education imparted to the student, working on project plays an

immense role in bringing out and exhibiting the qualities which is helpful in

implementing student‘s knowledge in the practical life.

In spite of the theoretical knowledge gained through classroom study, a person is

incomplete if not exposed to the ground realities of the business world. He may

have to face many professional hurdles after his graduation; these will be difficult

to overcome without any firsthand experience of business. In this context, 6 weeks

of summer training has been designed to make the person aware of the happenings

of the real business world

A project training is a temporary endeavor, having a defined beginning and end

(usually constrained by date, but can be by funding or deliverables), undertaken to

meet unique goals and objectives, usually to bring about beneficial change or

added value. The temporary nature of projects stands in contrast to business as

usual (or operations), which are repetitive, permanent or semi-permanent

functional work to produce products or services.

When it comes to the practical knowledge in ‗Marketing field‘, there are immense

areas to be specialized in. One can go for market survey and the study of the

marketing strategy or to study about the process of Marketing Department in the

Firm.

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Getting the deep and practical knowledge of this field can be of great help to the

students who are interested in Marketing. This kind of training and projects can

help the students to use their theoretical knowledge on the practical aspects of the

field.

This project on “Operational Process of Advertising Agency.” at Triton

Communications is based on understanding the operation procedure of an

advertising agency as a whole. I have taken care to deal with the prescribed topics

in sufficient depths and in a very lucid language.

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EXECUTIVE SUMMARY

As the requirements for the management program, MBA students have to

undergo summer training at an industry level for 6 weeks. I have got that

opportunity to this project from a world-wide known Advertising Agency; Triton

Communications.

As a part of my project work I worked on the topic “Operational Process of

Advertising Agency.”

Project Report is divided into 2 parts viz: organization‘s operational procedure

study and market research and project work done for the clients of Triton

Communication.

The initial part of this report is done from the basic information of the company

which includes General information about the company which consists of its

history and development and the information about its all functional areas.

The later part is of the specialization area. This part starts with back ground of the

study of the project report. The part contents the literature review about the

advertising.

In the last part, it is the detailed description of how to advertise the product,

where I have prepared a list of knowledge, skills and attitude required by

employees working at different functional areas and doing a project.

Projects are the back bones of the company and when projects are undertaken

employees from different departments come together and work as teams for the

completion of the project.

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The topic which I have chosen for my SIP is new for me. I had to go through a lot

of work to understand the basics of Advertising. Also I had to go through the

concept of advertising and how it‘s useful for the brands. It was a great learning

indeed.

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TABLE OF CONTENTS

SR.NO PARTICULARS PAGE

NO

Declaration Iii

Acknowledgement Iii

Preface Iv

Executive Summary Vi

Table of Content Viii

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Introduction to Advertising & Advertising Industry

Advertising is a form of communication for marketing and used to

encourage, persuade, or manipulate an audience (viewers, readers or

listeners; sometimes a specific group) to continue or take some new action.

Most commonly, the desired result is to drive consumer behaviour with

respect to a commercial offering.

An advertising agency or ad agency is a service business dedicated to

creating, planning and handling advertising (and sometimes other forms

of promotion) for its clients.

An Advertising Agency or ad agency is a service provider that works for

clients to create an effective and goal oriented advertising campaign aimed

at representing the Company positively in the eyes of its target customers.

According to American Association of Advertising ―An advertising

agency is an independent organization of creative people and business

people who specialize in developing and preparing market plans,

advertisements, and other promotional tools‖.

The Indian advertising industry is talking business today. It has evolved

from being a small-scale business to a full-fledged industry. It has emerged

as one of the major industries and tertiary sectors and has broadened its

horizons be it the creative aspect, the capital employed or the number of

personnel involved.

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Indian advertising industry in very little time has carved a niche for itself

and placed itself on the global map.

Indian advertising industry with an estimated value of Rs13, 200-crore has

made jaws drop and set eyeballs gazing with some astonishing pieces of

work that it has given in the recent past.

The creative minds that the Indian advertising industry incorporates have

come up with some mind-boggling concepts and work that can be termed as

masterpieces in the field of advertising.

The Indian advertising today handles both national and international

projects. This is primarily because of the reason that the industry offers a

host of functions to its clients that include everything from start to finish that

include client servicing, media planning, media buying, creative

conceptualization, pre and post campaign analysis, market research,

marketing, branding, and public relation services.

Traditionally, most agencies have four main functions — client servicing,

media planning and buying, creative, and account planning.

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Introduction to Triton Communications

Outstanding business ideas, is what Triton communication is all about. It

strongly believes in the philosophy that ―you are what you do, not what

you claim. They do not disguise words. Nor do they believe in throwing

themselves at anyone‗s head. Instead what really work for them are ideas.

Big ideas always add value to their client‘s brands and businesses. Their

main job is to provide with Communication solutions that translate into a

sustainable competitive edge for their clients in an otherwise overcrowded

market place. They are always shifting the market to benefit their clients.

Since their inception in year 1991, they have come a long way by pushing

creativity to newer frontiers. This success is backed by their strong

understanding of India‗s multicultural values and by having a deeper insight

of what their clients really need. Small, cogent unit works with the discipline

of a larger agency to ensure greater growth for their clients. Triton aspires to

Build brands that footprint each region of India. Consistent financial goals

and aim to always grow is their strength. Their healthy management has

capacity to produce a steady growth in earnings through thick and thin.

As a member of ICOM, a network of independently owned and operated

advertising and marketing communications agencies, they provide their

clients with access to markets in over 50 countries globally, ensuring growth

for their clients in India and across the globe.

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Values they hold:-

1. Integrity:

They believe in being straight, honest and fair with their clients, their people and

their suppliers.

2. Dedication:

More attention; more commitment; more energy. They always strive to achieve

the highest standards in everything they do.

3. Curiosity:

They‗re always curious. They listen. Because they believe that the only way to

generate new ideas is to have an open mind. They are never satisfied with the

status quo as there is always a better way.

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4. Innovation:

It lies at the heart of everything they do. And they use it judiciously to respond to

the consumers changing needs. They are always searching for an outstanding

business building idea.

5. Rapidity:

They believe that today time is more valuable than money. And their approach

to business stands testament to this belief. Rapid decision making and flexibility

go hand in hand when it comes to advertising industry.

Here are some of the things they do:-

Film & Television

Radio

Press

OOH

Direct

Digital

Mobile

Promotions

Design and Corporate Identity

Corporate Publishing

PR / Events / Activation / BTL

Media

Integrated Marketing Solutions

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Brands that Triton Communication is associated with:-

Adani Wilmar Ltd.

A.B. Jewels.

Add Gel Pens.

Audi –Ahmedabad.

Silk Mark Organization of India, Ministry of Textile, GOI.

Department of Information & Publicity, Government of Karnataka.

Desai Brothers Ltd.

Eureka Forbes Ltd.

Force Motors Ltd.

Government of NCT of Delhi.

GIC Re.

Greaves Cotton Ltd.

Hamdard.

Indus Steels & Alloys Pvt Ltd.

Ministry of Railways, Government of India.

National Egg Co-ordination Committee (NECC)

Orient Papers & Industries Ltd.

United Breweries Ltd.

Vadilal.

Videocon Industries Ltd.

Venky‗s (India) Ltd.

Vini Pvt Ltd.

Wagh Bakri.

YES BANK Ltd.

Zydus Wellness.

Gujarat Tourism.Gelco

Ramdev

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Objectives:-

To understand the organisation as a whole.

To understand the operational procedure of all the departments in

the agency.

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Introduction to the Project:

There are usually Seven Ad Agency Areas:-

Account Department:

They work with the agency's clients to write briefs that detail the advertising

that's needed, work with the creative department to develop campaigns, and

work with the other departments to get the campaign produced.

Strategy Department:

Strategists, or Account Planners as they are also known, research the facts

needed for creating advertising, and strategize the best messages and

methods to use to reach their target audience.

Media Department:

The media department plans, coordinates and purchases media space to run

advertising that the agency has created.

Creative Department:

Creative‘s include Copywriters, Art Directors and Production Artists. They

are the people responsible for writing and designing advertising campaigns.

Interactive Department:

The Interactive Department designs and creates all of the digital components

of an advertising campaign, including websites, banner ads and interactive

applications.

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Production Department:

Production includes all the people who help get a job routed internally,

proofread, checked, printed, duplicated, and distributed.

Administrative Department:

Handles all the internal business of an advertising agency like finances and

human resource. (Admin manager, Delivery boy, Peon)

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THE PROCESS OF ADVERTISING AGENCY

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Brainstorming on the brief by Client Servicing Team

Client‘s Brief

Market Research- Understanding the insights of the

Consumer (Target Group)

Creative Brief given by the client servicing team to

the creative team

Layout options given for creative given to the client

Servicing Department (To be approved by the client)

Studio Manager (also given along is a requisition form)

with all the details about the required artwork)

Artwork is prepared by the studio team and given to

the client servicing executive

Client ad-

campaign

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Four Main Departments:-

1. Accounts Department

2. Client Serving Department

3. Creative Department

4. Studio Department

Client Servicing:

The employee in this department has to interact with the client and as well the

agency and get the work done with the creative.

There are many types of designers, including those proficient in graphic design,

web design and even product design. Designers are very valued, as they can take

ideas to the next level and give the finished work a polish that the creative team

could not add.

Studio Manager:

The studio manager has to check the CD before sending the CD for final printing

and see to it that there are no mistakes.

Copy writer/ Art Director:

They write the copy of the ads in the respective language (English, Hindi, and

Gujarati) according to the brief received from the client serving department.

The CW/AD team is given a brief and then works on it together for days, or even

weeks. When ideas are presented and chosen, they will then work together to craft

copy and create visuals for the ad campaign. (AD)This is a job of creative thinking;

execution can be handled by other people.

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DTP Operator:

The DTP operator have to check the art file and size of the ads and have to make

final art work CD; They have to check the file before making the final art work

CD.

Visualizer:

A visualizer, as per the brief design ad options in accordance to the brief makes

changes. If it gets approved than he has to send it to the studio for final art work

Admin department:

They take care of all the office work; they keep an eye on attendance, stationery

work, delivery.

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Some Projects I Have Worked On:-

1) I have worked on AB Jewels one of the biggest clients of the agency.

History of AB Jewels:-

They started with a small jewelry showroom in

1950, at Nagar Sheth market in Ratanpole,

Ahmedabad by the name M/s. ARVINDBHAI

BECHARDAS JEWELLERS.

Bejeweled with a policy of Quantity, Purity & Trust,

and earnest support from valued customers, they

prospered and succeeded in putting a regular growth

pattern in our business.

Apart from providing Quality and Purity, they have

understood the importance of Trust & Service in

jewelry trade, and have always stood by their age

old Indian ideology of “Customer is God”.

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To provide a more spacious place for their customers, they

have continuously added up more floor space of their

Ratanpole showroom. First from One shop to Two adjacent

shops in the year 1990 and then yet another, in the year

1999 to make it three adjacent shops in a single stretch.

On 31st May, 2004, they took a large leap forward, by

adding altogether a different location, as a new showroom,

at one of the most prestigious location of Ahmedabad

(Satellite).

To keep abreast with the market trend and to let them

known by a shorter and a sweeter name , they named this

showroom as AB Jewels

The brand “AB Jewels “ . . .

leaving no stones unturned, have put up immense efforts in building up ‖AB

JEWELS‖ as a very solid brand of it self. Today the brand of ―AB JEWELS

―has found strong footage, among the very large segment of market in the whole

of Gujarat.

Already a sprawling single floor showroom at AB JEWELS, Satellite, they once

again executed an expansion of the showroom space, with the ―1 > 2 > 3‖

formula, as at Ratanpole. Them acquiring the adjoining Ground floor and then

the first floor.

AB JEWEL, is now, a full fledged three storied jewelry Mall…. With

exclusive showrooms on separate floors…

Carat & Cents …a Real Diamond jewelry showroom … at Ground floor

Golden Attire … a 100 % BIS Hallmarked Showroom of Gold & jadtar

ornaments … at Ground floor

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Silver Ornate…a Showrooms of Silver ornaments, Silver articles & Fashion

jewelry… at Ground floor

These showrooms are all interconnected, one above the other, with a

special in-house Lift. The Cafeteria has gained immediate popularity amongst

their customers, coming from outside the town & looking for a quick bite… no

matter, serving mineral water looks un-important against that.

No wonders, AB JEWELS is now popularly accepted, as one of the most

powerful, Trusted and respected brand in the jewelry market

Quality & Achievements ….

They have been a BIS licensed jeweler,

since the inception of the BIS, in year

2000 and maintain a 100 % Hallmarked

stock in Gold ornaments.

Diamonds & diamond jewelry at AB

JEWELS are certified for their genuine,

grade & color.

Precious & Semi-precious Stones are

guaranteed for their genuine nature,

quality, & purity.

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Research Methodology:- (AB Jewels)

I. Statement of Problem:

“Study on the Consumer Preference (Research).”

II. Objective of research:

This project aims at:

Understanding the store in detail.

Detailed study of the consumer choices and preferences for Diamonds.

A brief study of all the parameters related to store.

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III. Setting the area under the study:

The area of the research study is AHMEDABAD (AB Jewels Store).

IV. Collection of Data:

Secondary data collection with the help of AB Jewels past projects and also

from internet like all web sites for example www.abjewels.com,

www.google.co.in, www.wikipedia.org

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Analysis:-

Findings:-

The main customers of the Diamonds are middle aged business class people

(25-40yrs and 50-70 yrs. - 10%) who have basic knowledge about diamonds.

Gold section is usually visited by people from rural areas who consider gold

as a long term investment.

Mostly people between 20-40yrs visit the Silver section.

0 5 10 15 20 25 30 35 40 45

Ground

First

Second

GENRE OF CUSTOMERS (IN AGE)

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Findings:-

The most visited time in the diamond section is usually between 1p.m-3p.m

and after 4p.m. The average time spent by the customers who intend to

purchase is approx. 1hr.

The maximum walk ins in the gold section would be after 1p.m and it

continues. Customers interested in buying gold usually spend 1.5 hrs. on an

average in the store.

The maximum walk ins in silver section is usually after 1 p.m. Here

customers spend 30 mins on an average here.

0

10

20

30

40

50

60

70

80

90

100

Ground First Second

AVG. TIME SPENT BY CUSTOMERS (IN MINS)

AVG. TIME SPENT BY CUSTOMERS(IN MINS)

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Findings:-

The average conversion rate of customers in diamond section is 90%.

The average conversion rate of customers in gold section is around 80-85%.

The average conversion rate of customers in silver section is 50-60%.

60

90

30

AVERAGE CONVERSION RATE (IN PERCENTAGE)

Ground

First

Second

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Findings:-

The people belonging to upper class families and educated people. These

customers usually consider the cents or carats of the diamond and the

cuts of the diamonds before purchasing.

Gold section is usually visited by people from rural areas who consider

gold as long term investment. These people usually focus on the weight

of the gold and consider purchasing pure gold jewellery to get a buyback

in future.

FLOORS

CUSTOMERS CONSIDERATIONS BEFORE PURCHASING

Ground Cut, carats, cents and price of the

ornament

First Pure gold, gms of gold, labor prices, and

the long lasting nature of the ornaments.

Second Durability, price and size.

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Work Done By Me on AB Jewels:-

Conducted a research on the consumer preference for the purchase of

Diamonds.

Detailed study on the store layout, consumer insights and the store facilities

& collection of jewellery in details.

As well interacted with the consumers and the sales personnel on each floor.

Prepared a detailed report as well as a presentation on the observations, for

the client.

Attended a meeting for the print ads to be released for the discount offer in

august as well made a presentation on the 4 C’s of Diamond.

Helped with the Standees and Leaflets layout and scripts, being prepared

for AB Jewels showroom.

To study the way of presentation and jewellery collection by other jewellery

brands, visited the jewellery exhibition held at YMCA Club on 5-7 July.

A great deal of visitors came at Asia International Jewellery Show.

Around 200 exhibitors were expected at the Asia International Jewellery

Show to discuss their industrial trends along with displaying all their

products and services to visitors.

Among the products on show would be jewellery, diamonds, gem stones,

various different kinds of aesthetic wear and more from designers, top

brands, retailers, stone merchants and many more.

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There were several jewellery brands that had put up their stalls in the

exhibition like:

There were round about 20 stalls.

KP Sanghvi

KR Sons

Aaditya

Pachchinagar Jewelers

Vaishnavi Jewels

Charu Jewels

Narayan Jewels

Mangalam Jewels

Gharenu

Premji Vaalji

Kalajee Jewelry

K.G Gems

BR Designs(surat)

Parumma

S&K Diamond

Gold Roof

MN Jewels

Alite Ornatto

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2) Research on Yes Bank Pvt. Ltd.:-

About Yes Bank:-

Yes Bank is a private bank in India.

YES BANK has received significant national and international recognitions

which include Dr. Rana Kapoor, Founder, MD & CEO being recognized as

the Entrepreneurial Banker of the Decade (2001-2010) by Bombay

Management Association; Business Standard Banker of the Year – 2011

India's No. 1 New Private Sector Bank in the Financial Express-E&Y Best

Banks Survey 2010, India's Fastest Growing Bank of the Year at the

Bloomberg UTV Financial Leadership Awards 2011.

YES BANK received certification for its 'Complaints Management System

(ISO 10002:2004)' by the British Standard's Institution (BSI) as on August

25, 2010. The Bank was also awarded the ISO 27001:2005 Certification for

its 'Information Security Management System' by BSI.

In 2010, the bank announced the roll-out of a strategic blueprint, named

Version 2.0 of the bank, to further accelerate its business growth in the retail

banking space, with the objective to achieve by 2015, a balance sheet size

of 1,50,000 crore, deposits of 125,000 crore, advances of 100,000

crore, a pan India network of 900 branches and a human capital base of

12750 by 2015

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YES BANK deals in the following 5 business lines-

a) Corporate and Institutional Banking

The Corporate & Institutional Banking (C&IB) business at YES BANK provides

financial and risk management solutions to clients.

b) Commercial Banking

With its sector-specific products and services under commercial banking YES

BANK supports Emerging Corporates.

c) Branch Banking

Business and Retail Banking

Business Banking:-

YES Bank caters to all the service requirements of these SME's across various

product segments like Cash Management, Payment Solutions, Direct Banking,

Liabilities and Investment Management, Trade services and advisory.

Retail Banking:-

Retail Banking caters to the banking & wealth management needs of individuals

and small businesses. Customers are currently being served through a branch

network, of over 430+ branches across the country with 1000+ ATMs, and Internet

Banking facilities.

d) Indian financial Institutions

IFI helps various relationship and product managers to offer a wide variety of

products including Debt, Trade Finance, Guarantees, Treasury Services, Working

Capital Finance, Cash Management & Transactional Services, Liabilities and

Investment Management, and Liquidity Management Solutions to its customers.

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e) Investment Banking

YES BANK's Investment Banking division consists of domestic and cross-border

Mergers and Acquisitions, Joint Venture Advisory Services, Private Equity

Placement as well as Merchant Banking Services across select industry verticals.

Corporate Finance:-

(http://corporate.indbankonline.com/documents/Yes%20Bank%20Ltd%20-

%20Update.pdf http://www.cio.in/ceo-interviews/yes-change-rana-kapoor-

founder-and-md-yes-bank) YES BANK's Corporate Finance practice offers a

combination of advisory services and customised products to optimise risk based

on "Knowledge Arbitrage".

Financial Marketing:-

The Financial Markets (FM) business model provides Risk Management solutions

related to foreign currency and interest rate exposures of clients.

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Yes Bank sponsorship in IPL 2013:-

Yes Bank has signed a five-year contract with the Indian Premier League

(IPL) as an official partner and on-ground sponsor.

In the financial services category, Citi was the official on-ground sponsor of

the IPL till IPL season 5. But, it did not renew its deal for this season.

For the sixth season, IPL has got only Pepsi (title sponsor) and

Vodafone (associate sponsor) so far as sponsors. While Pepsi had won the

title sponsorship for the next five years, Vodafone had renewed its

association with IPL last year.

Rana Kapoor, Founder, MD & CEO, Yes Bank said, ―IPL is the foremost

event property in India, which through its vibrant & innovative platform

brings together the entire country, irrespective of regional or demographic

diversity. They said, we are confident that YES BANK’s association with

IPL for 5 years will facilitate our brand recognition, and further propel our

pan India Retail Banking franchise. We look forward to deepen our

relationship with our stakeholders through various exciting and creative

initiatives around the IPL in our Retail branch serving areas across India.‖

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Research:-

Objectives:-

To understand the impact of IPL association on brand YES BANK

Methodology:-

One on one consumer interviews.

Respondent Profile:-

Males, 25-44 years, SEC A (Graduate with Post Graduation), having a savings

bank account, Decision makers fully/ partly, Users + YES BANK Aware non users

(Should be a mix of.. Salaried- Junior/ Middle/ Senior level executives in

marketing, finances, IT, FMCG, FMCD, Education, Stock Brokers/ Analysts and

sales. Self- Employed- Consultants, Free Lancers, Doctors, Lawyers and teachers

with their own classes or tuition centre).

Sample Size & Centres:-

15 Respondents.

All the interviews were to be recorded on good quality cams and should be audible.

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ANALYSIS:-

Q- Which brands do you remember advertised during IPL?

0 20 40 60 80 100

PEPSI

COCA- COLA

YES BANK

AIRTEL

PERCENTAGE

45

Q- Do you remember any other bank‘s advertising during IPL?

0

10

20

30

40

50

60

70

80

90

100

YES BANK CITI BANK MAX LIFEINSURANCE

ICICI

PERCENTAGE

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Q- Do you remember any YES BANK advertising on IPL? If yes, than what do

you remember?

98

90 85

95

MAXIMUM SIXES

BEST CATCH

BANNERS ON THE GROUNDS

LONGEST SIX

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Q- Any particular message you remember about YES BANK?

0

10

20

30

40

50

60

70

80

90

100

MAXIMUMSIXES

LOGO 7 WAYS TOSAY YES

EK HAAN JOBADAL DE

AAPKIZINDAGI

PERCENTAGE

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Q- What was you perception about YES BANK before IPL?

0 10 20 30 40 50 60 70 80

SMALL BANK

PRIVATE SECTOR

DID NO HEAR ABOUT IT

PERCENTAGE

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Q- What is your perception about YES BANK after IPL?

0

10

20

30

40

50

60

70

80

90

100

PRIVATE BANKWANTS TO EXPAND BUSINESSNO PERCEPTIONTRUSTWORTHY BANK

PERCENTAGE

50

Q- Would you like to invest in YES BANK in future?

0 10 20 30 40 50 60

YES

NO

MAY BE

PERCENTAGE

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Work Done By Me On Yes Bank:-

Yes Bank wanted to know the Impact of their Advertising in IPL 2013, on

the people.

Hence I was asked to interview 15 people.

Advertising in IPL has definitely helped YES BANK to build its image in

the market.

A detailed study on the, that advertised during IPL and as well the YES

BANK‘s advertising.

All the interviews were video recorded and than they were sent to Mumbai

in a CD.

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3) Orion Service Apartments:-

Orion serviced apartments, a professionally managed property in the

hospitality sector, a fresh brand, modern appealing and highly relevant and

each serviced apartments are convenient, contemporary, featuring clean

design and well equipped.

Orion serviced apartments operate with the philosophy of providing the best

living well in Ahmedabad with apartments that are spacious, bright and full

of comfort.

They believe in customers greatest comfort and care. The idea of Orion

Serviced Apartments was created along with customers in mind. The Orion

team is committed to delivering each and every guest preference and

excellent service and performance.

ORION–Meaning&Experience

ORION, a group of brightest stars in the eastern sky. It also means ―Coming

forth as light from the heaven‖. Old Greeks talked about a great hunter who,

upon death, was placed in the sky for all to admire and recall the heroic

things Orion had done on earth. Myths surrounding the constellation of

Orion abound everywhere, perhaps because it appears in the sky above and

visible from every inhabited place in the world.

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Imagine a world where you can enjoy the best features with all the

advantages of customers very own apartment and the vision to serve top-tier

travelers and long staying guests in gateway city throughout.

ORION serviced apartments, whose passion is to express the essence of

hospitality in the luxury hotel market through recognizing each guest‘s

personal preferences while providing unparalleled amenities. The Orion

experience is the sense of being an honoured guest completely at ease and

warmly welcomed by a staff dedicated to knowing and serving with pride.

Some facilities provided by ORION SERVICED APARTMENTS:

LED TV

All latest channels & movies

Round the clock hot & cold water

Refrigerator

Sufficient Wardrobe

Comfortable Sofa

Induction cooker

Crockery‘s & Utensils

Split Air-condition

Semi -Kitchenette

Microwave Oven

Hot water geyser

Large Bed

Wardrobe

Dinner Set

Frying pans / Utensils

Safety Lockers

Direct Dialing

Services

Fully Hi-speed internet WI-FI connectivity

CCTV camera‘s on each floor corridor

Fire safety with alarm

24 hours Room Service

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24 hours professional Security guards

24 Hour reception staff

Major credit cards accepted

Doctors / Ambulance on emergency

Travel desk

Air Ticketing

Forex Exchange

Laundry services

Valet parking

Power back-up

Ambience Parking area

Complimentary Services Offered

Airport Transfers

Bed tea

Housekeeping services

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Work Done by Me on ORION SERVICED APARTMENTS:-

Orion Serviced Apartments are situated at Changodar, hence to

understand the competition prevailing in that area did a research on

the hotels or service apartments situated at Changodar.

To understand the segment for promoting the brand research on all

the industries situated nearby and in Changodar.

To know the prices prevailing in other areas did a research on the

tariff and facilities provided by different serviced apartments and

hotels in Ahmedabad.

Prepared a presentation on the same to present it to the customer.

Searched for some tag lines for the apartment and made some

jingles for the same.

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LITERATURE REVIEW:-

LITERATURE REVIEW

Keep yourself Focused:

Figure out your message and stick to it. Every advertisement, no matter what kind

it is, has a basic core message. This might be about a sale, about your building or

company name, or it might be something more precise like you have a good

customer service.

Take a look into your customer’s mind:

Why exactly do certain advertisements appeal to certain people? The most

obvious solution would be a matter of interests. Men who enjoy home

improvement will be drawn in by a home improvement advertisement. You play

up the interests that you know they have.

Designing Ads? Remember the Reader:

When you are creating advertising design for the newspaper, magazine or direct

mail, what do you think might be one of the most important considerations? If

you answered readability, congratulate yourself.

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Other Work Done by Me:

Made a presentation on the Interior Designers Advertisements.

Jotted down a list on brands focusing on youth in Ahmedabad and 3 star, 4

star & 5 star hotels in Ahmedabad.

Made a list of brands focusing on kids and downloaded the TVCs of these

brands.

Found out the case studies for the brands focusing on kids.

Made storyboards for all the advertisements of Cadbury.

Found out some advertisements of service apartments to get some ideas to

advertise.

Searched for some tag line ideas for Orion Serviced Apartments.

Found the list of print ads for HAVMOR, FASTRACK, FOREVER,

DOCOMO, LEVIS, TIFFANY’S, etc.

Attended two meetings with my guide at AB JEWELS.

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LEARNING:-

Importance of Advertising for a product / brand.

Functioning of an advertising agency and importance of each

department in the agency.

Role of Client Servicing person in the agency.

Process of making a new creative, from taking the brief from the client

to delivering the required output to the client.

Importance of corporate communication.

The art of presenting the client with a new strategy and campaign.

Making corporate presentations.

The technicalities of giving the final artwork of the creative to the client.

Delivering the jobs to the client as per the deadlines.

Market Research – From designing the Questionnaire, Field

Work and analysing the same.

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ANNEXURES:-

1. Research questions for AB Jewels:-

Studying the entire store in detail- section on each floor, items

available on each floor and sales staff allocated in each section.

Understanding the sales staff and their way of attending the

customers- do they just show what is asked or show other things to

the customers too?

Understanding the genre of the customers coming to the store.

What time are the maximum walk ins in the store?

What is the average conversion rate of customers?

What do customers consider while buying diamond?

Is the sales staff aware about the 4 C‘s of diamond?

Are there any specific demands of the customers regarding the

jewellery?

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Practices carried out in the store?

Sales staff experiences with the customers?

2. Research questions for Yes Bank:-

Did you watch this year‘s IPL?

Which brands do you remember advertised during IPL?

Do you remember any other banks advertising during IPL? If yes than what

do you remember?

Do you remember any YES BANK‘s advertisement on IPL? If yes than

what do you remember?

Any particular message you remember of YES BANK during IPL 2013?

What was your perception about YES BANK before IPL?

What is your perception about YES BANK after IPL?

What are the various thoughts that come to your mind about YES BANK?

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BIBLIOGRAPHY:-

Philip Kotler

http://www.yesbank.in/

www.abjewels.com

http://www.wikipedia.org/

www.orionservicedapartments.com

www.tritoncom.com

http://www.google.co.in

http://www.bing.com/