Ad Agency Full

8/20/2019 Ad Agency Full

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TITLE OF THE REPORT:

“THE STUDY OF ADVERTISING AGENCIES”


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PREFACE

It is a matter of great honor for me to !resent "efore m# hm"$e rea%ers this

!ro&e't "ase% on the st%# of “A%(ertising Agen'ies”) The foregoing !resentation is an

honest an% !ainsta*ing effort on m# !art in "$a'* an% +hite a"ot the 'o$orf$ +or$% of

a%(ertising agen'ies) The %ata 'o$$e'te% "# me is "oth !rimar# as +e$$ as se'on%ar#) I

ha(e ta*en assistan'e from *no+$e%gea"$e an% a!t tas*masters sho$%ering +or* f great

res!onsi"i$it# in some of the re!te% a%(ertising agen'ies) Ho+e(er, +ith %e res!e't to

the rge of these agen'ies for maintaining se're'# a"ot their o!erations an% finan'ia$

%ata ,I a$so ha% to resort to se'on%ar# sor'es for o"taining %ata $i*e ne+s!a!ers,

maga-ines an% the +e"sites of these agen'ies) A$thogh the information o"taine% from

se'on%ar# sor'es ma# !rima fa'ie seem to "e !ara$#se% "# +in%o+ %ressing, to "e

a"so$te$# fran* +ith m# n%erstan%ing rea%ers, it has "een %is'o(ere% that this %ata is as

re$ia"$e as the one I ha(e o"taine% from the horse.s moth for other agen'ies)

De to !a'it# of time an% re$'tan'e of 'ertain internationa$$# a''$aime%

a%(ertising agen'ies in 'o/o!erating +ith me for this !ro&e't %e to some o"(ios reasons

on their !art ,I ha(e "een a"$e to 'o(er in this !ro&e't a st%# of 0 agen'ies) 1t the

foregoing !ages +i$$ +arrant m# !ainsta*ing efforts an% the e2tensi(e st%# n%erta*en

"# me for ea'h of them)

So, +ith %e res!e't to m# !atient rea%ers for the time the# +i$$ s!are for m#

!ro&e't an% +ith 'onfi%en'e f$o+ing throgh m# ner(es that "oth the time an% !atien'e of

m# rea%ers +i$$ not "e trie% an% teste% an% "t %$# re+ar%e% +ith the intensit# of m#

efforts , I 'arr# #o gra'ef$$# into m# +or$% of a%(ertising agen'ies33333

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ACKNOWLEDGEMENTS

I +o$% $i*e to sin'ere$# than* the Uni(ersit# of 5m"ai for gi(ing me this

o!!ortnit# of ta*ing ! s'h a 'ha$$enging !ro&e't +hi'h has enhan'e% m# *no+$e%gea"ot the A%(ertising In%str# 6 the a%(ertising agen'ies)

I am (er# gratef$ to 5s) 5eghana 7ati$/ 7ro&e't Co/or%inator, n%er +hose

gi%an'e an% assistan'e I +as a"$e to s''essf$$# 'om!$ete m# !ro&e't) I am a$so

than*f$ to 5r) Vi*ram Shrotri, 7ro&e't Gi%e +hose a%(ise an% thoghts he$!e% me gain

a "etter n%erstan%ing of this hge a%(ertising in%str# an% the f$am"o#ant,

magnanimos +or$% of a%(ertising agen'ies)

8ast "t not the $east, I a$so than* the "e$o+/mentione% honora"$e %ignitaries

an% tas*/masters +ho ha(e !$a#e% a ma&or ro$e in $ea%ing their res!e'ti(e agen'ies to the

s*# of g$or#) This is a s!e'ia$ than*s to them for s!aring their !re'ios time, fitting m#

ot/of/the/+a# a!!oin”ent into their %iar# an% gi(ing a$most a$$ the information re9ire%

"# me in an n"e$ie(a"$# ami'a"$e manner)

:ithot the !ri'e$ess 'ontri"tion an% 'o(ete% gi%an'e of a$$ the a"o(e/

mentione% !eo!$e, this !ro&e't +o$% ha(e ne(er got a sha!e of rea$it# an% emerge%

"efore a$$ of #o in the manner an% in the st#$e as it no+ a!!ears)

:arm than*s to ;


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EXECUTIVE SUMMARY

1. OBJECTIVE :

To st%# the (arios a%(ertising agen'ies@ the ones ha(ing $o'a$ o!erations as +e$$ as

the ones ha(e internationa$ s'a$e of o!erations, their mo%s o!eran%i, st#$es an% the

manner of fn'tioning, their !rofi$es, their !s+ing an% their %o+nfa$$ an% $ast "t not

the $east their !osition in the +or$% of a%(ertising on the "asis of the 'ontri"tions to

the a% +or$% an% so'iet# at $arge)

2. METHODOLOGY :

In or%er to a'hie(e the a"o(e/mentione% o"&e'ti(e an% finish the st%# to !erfe'tion, I

ha(e ma%e a &%i'ios an% a "a$an'e% se of !rimar# sor'es as +e$$ as se'on%ar#sor'es of %ata 'o$$e'tion) :e$$, the !rimar# sor'es 'om!rise of !ersona$ (isits to the

a%ministrati(e offi'es of some *no+n a%(ertising agen'ies an% a %ire't

'ommni'ation +ith the !ersons +ho +ere *no+$e%gea"$e an% in/'harge of the

o!erations)

To fa'i$itate in m# o!erations, I ha% first 'ha$*e% ot a %etai$e% 9estionnaire 'o(ering

in $ength a$$ 9estions that +o$% ser(e the !r!ose in the most effi'ient an%

!ro%'ti(e +a#) The !re!aration an% the form$ation of the 9estionnaire +as on the

"asis of man# 'onsi%erations (i-), the time that the ans+eree +o$% re9ire to gi(e me

the re9ire% ans+ers, the im!ortan'e of that time an% the 'ost in(o$(e%) A 'o!# of the

sai% 9estionnaire is in'$%e% e$se+here in this !ro&e't as an Anne2re)

A$thogh the efforts +ere %ire'te% "asi'a$$# to+ar%s o"taining information re9ire%

for the st%# from !rimar# sor'es to the ma2imm !ossi"$e e2tent, %e to fa'tors $i*e

$a'* of 'o/o!eration anti'i!ate% from sta$+arts an% internationa$$# a''$aime% agen'ies,

'onsi%erations of these agen'ies o(er se're'# of %ata regar%ing their o!erations, $a'*

of time for ans+ering the 9estionnaire an% na(ai$a"i$it# of the !ersons/in/'harge, I

a$so ha% to resort to se'on%ar# sor'es $i*e +e"sites, maga-ines, ne+s!a!ers et')

1i"$iogra!h# of these sor'es forms a !art of this 7ro&e't for rea%# referen'e of the

rea%er)


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A sam!$e of si2 agen'ies +as 'hosen on the "asis of their s'a$e of o!erations,

re!tation an% 9i'* a''essi"i$it#)

3. CONCLUSIONS :

Dring the 'orse of this st%# I ha(e o"ser(e% man# a fa'et of the a%(ertising

agen'ies ///// their strengths, their +ea*nesses, their o!!ortnities an% threats +hi'h

%eser(e a mention ;

⇒ 5ost of the a%(ertising agen'ies are "asi'a$$# intereste% in 'atering to &st the

nee%s of the 'onsmer irres!e'ti(e of the natre of the !ro%'t or ser(i'e

!ro!ose% to "e a%(ertise%)

⇒The !rimar# o"&e'ti(e of the agen'ies is "asi'a$$# !rofit generation an% !rofit

ma2imisation)

⇒ The agen'ies 'on%'t a S:OT of the '$ient "t not of the !ro%'t at the time of

a''e!ting an assignment)

⇒There is not m'h of a %#namism in this agen'ies as far as e2!ansion !$ans are

'on'erne%, %i(ersifi'ation o"&e'ti(es are in(o$(e% or s!e'ia$isation moti(es are in

9estion)

⇒ Not m'h is %one "# these agen'ies for the so'ia$ +e$fare an% a%(ertising of so'ia$

(a$es

⇒The agen'ies are high$# 'ommitte% to their a'ti(ities "t sometimes the# ten% to "e

o(er/!rofessiona$ in their attit%es, o(er/reser(e% in the 'hoi'e of strategies, o(er/

'onfi%entia$ in their o!erations an% o(er/aggressi(e in 'om!etition)

⇒ Not man# agen'ies are $a#ing too m'h em!hasis on se$e'tion of !ro!er hman

resor'es or manageria$ !ersonne$) The# a!!ear o(er/"r%ene% "# o"&e'ti(es of

'ost 'ontro$)

⇒There is not !ro!er training im!arte% to !eo!$e +or*ing in the mo%est$#

!ositione% a%(ertising agen'ies) De to this, there is $a'* of s!e'ia$isation,

im!ro(isation an% %#namism)

B


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4. RECOMMENDATIONS:

The fo$$o+ing are re'ommen%e% in (ie+ of the im!ortan'e an% the strategi' !osition

o''!ie% "# these agen'ies ;

⇒ The a%(ertising agen'ies sho$% fn'tion in a hea$thi$# 'om!etiti(e

en(ironment rather than in an aggressi(e +or$% of 't/throat 'om!etition)

⇒ The agen'ies sho$% %efinite$# gi(e im!ortan'e to !rofit ma2imisation "t at

the same time fn'tion in !"$i' interest as far as 'harges an% 9a$it# of

!ro%'ts is 'on'erne%)

⇒ The agen'ies sho$% a$so 'on%'t a S:OT ana$#sis of the !ro%'ts to "e

a%(ertise% at the time of a''e!ting assignments a$ong+ith the rotine

S:OT ana$#sis of the '$ients)

⇒ There sho$% a$so "e a !ro(ision for staff training +here"# the staff is !ro!er$#

moti(ate% an% e%'ate% for the ro$es the# !erform in the organisation

$ea%ing them to s!e'ia$isation an% !erfe'tion)

⇒ The a%(ertising agen'ies sho$% a$so ha(e a !ers!e'ti(e of ta!!ing ne+

a(enes, 'reating me+ mar*ets an% !rse g$o"a$ e2!ansion for the

"enefit of themse$(es an% for the 'ontr# at $arge)

T!"# $% C$&'#&'

S(.N$ T$)*+ P,# N$

CH < Resear'h 5etho%o$og#


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CH 4 Intro%'tion P($%*"#

>)< Intro%'tion to A%(ertising Agen'ies )4 Fn'tions of A%(ertising Agen'ies )> 5o%e$ Organi-ation Str'tre 44

CH ADVERTISING AGENCIES

< XEBEC

4)4 5o%s O!eran%i >

4)> S:OT Ana$#sis >B

4) 8ist of '$ients >

> CANCO

>)< The :herea"ots >

>)4 5o%s O!eran%i >

>)> S:OT Ana$#sis >

>) Can(as on +hi'h Can'o !aints its !ro%'t <

>)B Ho+ 'an I *no+ a"ot Can'o <

>)0 Organi-ation Str'tre <

>) Fa'i$ities offere% "# Can'o 4

>) A+ar%s 4

MCCANN - ERICKSON

)< Histor# >

)4 :ho.s :ho >

)> 5o%s O!eran%i B

) S:OT Ana$#sis B

B MUDRAB)< Histor# 0

B)4 7ioneers in A%(ertising Agen'ies 0<

B)> Di(isions 04

B) Fon%er 04

B)B 8ist of A+ar%s 0>

B)0 5a&or C$ients 0

B) Organi-ation Str'tre 00


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CH B S:OT Ana$#sis of A%(ertising Agen'ies/Com!arati(e

St%#

0

CH 0 Statisti's

0)< Com!arison "et+een Gross In'ome of To! 4B Agen'ies 0

0)4 Gro+th of A%(ertising Agen'ies

0)> To! 4 A%(ertising Agen'ies 4

0) To! 4 A%(ertising S!en%ers >

0)B Agen'ies Ran*ing

0)0 4


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RESEARCH METHODOLOGY

T$)*+ : STUDY OF ADVERTISING AGENCIES

1. OBJECTIVE :

The !ro&e't %ea$s +ith the st%# of a%(ertising agen'ies en'om!assing a m$ti/

%imensiona$ %is'ssion on the +herea"ots of these agen'ies, their mo%s o!eran%i,

their manner an% 'o(erage of o!erations, their strengths, +ea*nesses, o!!ortnities

a(ai$a"$e to them an% the threats !osing o"sta'$es in their &orne# to the ma2) This

st%# sho+s the %i(ersit# n%er$ining their o!erations an% at the same time the nit#

in aims, o"&e'ti(es an% target) As %ring the !re!aration of this !ro&e't, some

ine(ita"$e o"sta'$es an% natra$ hin%ran'es restri'te% the s'o!e of this st%# &st as

these agen'ies are restri'te% "# man# en(ironmenta$ an% so'io/e'onomi' fa'tors,

nonethe$ess, its a sin'erest attem!t to %o the "est !ossi"$e &sti'e to the sai% to!i')

2. AGENCIES COVERED :


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the information o"taine% from !rimar# sor'es an% sometimes for the main

information) Honest$#, the information o"taine% from the +e"sites +as %etai$e%

an% sffi'ient to an e2tent that +o$% e(en sr!ass those of !rimar# sor'es) In

the o'ean of the information that the +e"sites 'ontaine% for ea'h agen'#, I ha% to

fathom for the most !re'ios gems +hi'h re9ire% 'ris! e%iting, !re'iseness an%

goo% s'issor/+or*) A$so ne+s!a!ers $i*e The E'onomi' Times an% its

s!!$ementar# 'a$$e% 1ran% E9it# %i% $ea(e their im!rints on the !a!ers of the

!ro&e't to fo$$o+ an% their 'ontri"tion to this !resentation 'annot n%ermine%

an% nnoti'e%) He$! +as a$so ta*en from "oo*s "ase% on a%(ertising an%

mar*eting to gi(e a "etter a!!ea$ to this st%# an% enri'h it +ith more %etai$ing

an% $i(e$iness)

4. RESULT

The 'mm$ati(e res$t of !rimar# sor'es of %ata 'o$$e'tion an% se'on%ar#

sor'es is o"(ios from the !ages that fo$$o+) Ho+e(er, I ha(e "een a"$e to

generate sffi'ient information an% moreo(er, in %etai$ from a$$ the sor'es

em!$o#e% in an en%ea(or to $ea(e no stone ntrne% in &stif#ing the se$e'tion of

this to!i' an% a%(ertising agen'ies, at $arge) Thogh marre% "# some o"sta'$es, I

am 'on(in'e% that m# !ainsta*ing efforts an% %ro!s of s+eat that ha(e ma%e the

!a!ers intangi"$# +et an% the in* of the !en go %r# +i$$ 'on(in'e m# !atrons

'arr#ing goo% %oses of e2!e'tation from this !ro&e't)

. DIFFICULTIES FACED :


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ho+e(er e2!$anator# it is, "een o"taine% from them %ire't$#, it +o$% ha(e

%efinite$# ma%e neigh"orsJ en(# an% o+ner !ri%e)

>) Una(ai$a"i$it# of 'on'rete sor'es of se'on%ar# %ata +as another hin%ran'e)

Thogh +e"sites form an e2'e!tion, "arring them there +as har%$# a sor'e that

'arrie% some !otentia$ in meeting the re9irements) 7restigios !"$i'ations $i*e A

6 5 ha(e fa'e% sht %oors of !rinting !resses an% a re!$a'ement is sti$$ hi%ing in

some n*no+n 'orner of in(isi"i$it#)

In a ntshe$$, a$$ these ingre%ients +hi'h ha(e gone into the ma*ing of this re'i!e

+ait a (er%i't from the rea%ers for their taste)

INTRODUCTION

The +or% that "ri%ges the ga! "et+een “no more” to “*no+ more”/ A%(ertising333)an% frther "et+een “*no+ more” an% “gro+ more”) ?no+$e%ge is !o+er, the# sa# an%

to%a# the "iggest +ea!on of !o+er in an#one.s han%s is that of a%(ertising) Kst as +ater

is to a fish, a%(ertising is to "siness@ something +ithot +hi'h the "asi' 9estion of

sr(i(a$ is "on% to rise)

In this &ng$e of name an% fame, +here e(er# 'reatre 'onfi%ent$# %efies :i$$iam

Sha*es!eare +hen he sa#s,” :hat.s there in a name” there is %efinite$# e(er#thing

atta'he% to name an% it.s this name +hi'h gi(es #o fame33An% +hat gi(es an i%entit#

it.s name :e$$, the on$# go$%en +or% “A%(ertising” Definite$# roses +i$$ not sme$$ $ess

s+eet "# an# other name "t "sinesses +i$$ n%o"te%$# go "a'* to the 'offers if the

+or$% forgets their names an% to *ee! them a$i(e in the min%s of "i$$ions, #o go for

!"$i'it#)

To%a# e(er#one a%(ertises L from 'rM'hes to 'rematorim ,from hote$s to hos!ita$s, from

'$"s to !"s,from marriage "reas to $a+#ers33 +e$$ name it an% #o ha(e it)

E(er#one nee%s re'ognition, from a 0 month "a"# in the 'ra%$e to a 0 #ear o$% !re!aring

for a gra(e#ar%, from a "eggar to a "i$$ionaire33 e(er#one +ants #o to re'ogni-e in a

train or in a !$ane , irres!e'ti(e of +hat #o are) In the #ester#ears , e(er#thing +as

'onsi%ere% fair in $o(e 6 +ar an% a%(ertising ) It %oes not min% if #o ha(e to !$$

someone %o+n, im!ortant is that #o sho$% rise)


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ser(i'e) Irres!e'ti(e of the !ost/se 'atastro!hes, the im!a't of so$i% mar*eting 6

!"$i'it# on the min%s of an or%inar# $a#men for +hom ha(ing a mo"i$e in han% +as

nothing $ess than +earing a go$% ring in the ring finger is ref$e'te% in the +a# s'h a

!erson is to%a# sing a 'e$$ !hone) The h#!e +as 'reate% "# the agen'ies $i*e X#!#+

C$55&*+'*$& +ho a%(ertise% the !ro%'t of one of the Fortne B Com!anies of

In%ia an% the h#steria sti$$ 'ontines)

To%a#, ma# !ro%'ts $i*e 'ho'o$ates an% "tter 'ome to "e i%entifie% "# their "ran%

names $i*e “CAD1URYS” 6 “A5U8”) On the other han%, man# others are i%entifie% "#

their s$ogans, 'at'h$ines 6 !n'h$ines %e(ise% "# the a%(ertising +i-ar%s $i*e

“BLACKMAGIC MOTION PICTURES6 for their '$ients. !ro%'ts $i*e “Hamara

1a&a& 1a&a& Ato”, “Utter$# 1tter$# %e$i'ios Am$ Am$”, “A gift for someone #o

$o(eCa%"r#s.”, “Yeh Di$ 5aange 5ore 7e!si'o” , “Taste the Thn%er Thms/U!”

et')

1efore +e go ahea% +ith the %is'ssions a"ot the a%(ertising agen'ies 6 the "rains

"ehin% them, it.s !ertinent to "ring to $ime$ight the "enefits +hi'h +e, as a so'iet#, are

%eri(ing from these agen'ies an% the not/so a''e!ta"$e traits)

PRESENTING...

The !ros3


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"est”) :e$$, !eo!$e are after a$$ !a#ing han%some$# for their re9irements an%

the# %eser(e 'hoi'es an% o!tions) 1t, it a$$ o+es to these agen'ies +ho ha(e

s!rea% ot "efore s


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harmf$ness of smo*ing an% %rin*ing $i9or, a"o$ishing e(i$ !ra'ti'es an% %ogmas

%ee!$# roote% in the "$oo% of the rra$ i$$iterate, im!ortan'e of a n'$ear an% sma$$

fami$# et') A''e!ting these assignments for a so'ia$ 'ase +i$$ not 'reate a %ent in

their !o'*ets "t +i$$ sre$# go a $ong +a# in re(o$tionising thoghts, attit%es

an% min%set of e(er# In%ian)

4 N$ SWOT $% )($0+' 0/#('*#0 +$&0+'#0 :

A$$ the a%(ertising agen'ies are 'on%'ting a S:OT ana$#sis of the !ros!e'ti(e

'$ients that a!!roa'h them +ith a !ro%'t or ser(i'e meant to "e a%(ertise% "t no

one is "othere% a"ot a s'rtin# of the !ro%'ts to "e so a%(ertise%) It is not their

"siness, !erha!s it is anti/"siness@ thatJs the fee$ an% the f$a(or)

PROFILE

ADVERTISING AGENCY

ADVERTISING

The Ameri'an 5ar*eting Asso'iation, %efine% a%(ertising as “an# !ai% form of non/

!ersona$ !resentations of i%ea, goo%s or ser(i'e "# an i%entifie% s!onsor)”In other +or%s

+e 'an sa# that A%(ertising is "ran% "i$%ing throgh effe'ti(e 'ommni'ation

INTRODUCTION TO ADVERTISING AGENCY

The g$o"a$ mar*et has e2!an%e% manifo$% in the $ast fe+ %e'a%es) 5ore an% more

!ro%'ts are "eing $an'he% !ra'ti'a$$# e(er#%a#) The 'om!anies are engage% in

'tthroat 'om!etition to high$ight their !ro%'ts to the forefront) Herein enters the

g$amoros fie$% of a%(ertising) A%(ertising is a'ta$$# "ran% "i$%ing throgh effe'ti(e

'ommni'ation an% is essentia$$# a ser(i'e in%str#) This re9ires the he$! of the me%ia to

rea'h more an% more !eo!$e to 'ommni'ate "ran% effe'ti(eness an% here a%(ertising

agen'ies 'omes !i'tre)

The ro$e of a%(ertising agen'# has "een a''e!te% "e'ase it !ro(i%es s!e'ia$ist ser(i'es

to the 'om!anies, +hi'h ha(e ina%e9ate ser(i'es of e2!erts for the !romotion of their

goo%s an% ser(i'es) 5an# instittions ha(e esta"$ishe% the ser(i'es of a%(ertising

agen'ies to ma*e their !ro%'ts an% ser(i'es *no+n to the !otentia$ 'onsmers)


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FUNCTIONS OF ADVERTISING AGENCY:

The a%(ertising agen'# !erforms a$$ the manageria$ fn'tions) Some of these are

!$anning, 'reation an% e2e'tion, 'o/or%ination, a''onting, me%ia, resear'h an% interna$

'ontro$)

P"&&*&,; The a%(ertising agen'# !$ans the a%(ertising 'am!aign) The

management %e$egates the res!onsi"i$it# of a%(ertising !$anning an% e2e'tion to

the agen'#) The agen'# mst ha(e a fair *no+$e%ge of the firm.s !ro%'ts, its

histor#, the !resent mar*et 'on%itions, %istri"tion metho%s, !ri'e $e(e$ an% other

'on%itions) A s''essf$ a%(ertising !rogramme is "i$t on the "asis of these %ata)

C(#'*$& &0 E;#+'*$&; S!e'ifi' a%(ertisements are 'reate%) The a%(ertising

'o!# is +ritten@ the $a#ot is !re!are%@ i$$strations are %ra+n@ !hotogra!hs arefina$i-e%@ an% a 'orre't me'hani'a$ form for rnning it in the se$e'te% me%ia is

!ro%'e%) The a%(ertising agen'# !re!ares a sita"$e a%(ertising 'o!# for

insertion in a$$ the me%ia)

C$-O(0*&'*$&; The a%(ertising agen'# 'o/or%inates se(era$ a'ti(ities) It often

+or*s +ith the '$ient.s sa$es for'e an% %istri"tion net+or* to ensre the $ong/rn

s''ess of the a%(ertising !rogramme) The 'om"ine% efforts of sa$es !ersons,

%istri"tors an% retai$ers ensre ma2imm sa$es) I%eas, me%ia, 'o!# an% %e'isions

are 'o/or%inate% !ro!er$# to !ro&e't an% im!$ement the a%(ertising !rogramme)

A++$&'*&,; The a%(ertising agen'# maintains !ro!er a''onts in 'o/o!eration

+ith the '$ient) The a''ont e2e'ti(es see to it that the agen'# *ee!s to the state%

!$an) The a''ontant is in 'harge of the a%ministration of the a%(ertising

!rogramme on the agen'# si%e) A misn%erstan%ing arising "et+een the agen'#

an% the '$ient is e$iminate% "# the a''ontant) The amont of fees re'ei(e% from

the '$ient an% the !a#ment of ta2es, "i$$s an% other 'harges are a''onte% for "#

the a''ontant)

M#0*; The a%(ertising agen'# se$e'ts the me%ia or a set of sita"$e me%ia for the

'$ient to rea'h the right t#!e of a%ien'e +hi'h is an im!ortant fa'tor in me%ia

se$e'tion) The rates, 'ir'$ation, !o!$ation, a%ien'e, in'ome an% other im!ortant

information are 'o$$e'te% for the !r!ose) It has to see to that the me%ia !$an is


18/82

'arrie% ot !ro!er$# +hi'h is %e(ise% to im!$ement the 'am!aign.s

'ommni'ation o"&e'ti(es) The me%ia e2!erts *no+ a$$ a"ot the me%ia an% their

'o(erage) The# !re!are the s'he%$e of a%(ertising, !"$i'ation, %ata on !rinting

an% the time a(ai$a"$e from te$e(ision an% ra%io)

R##(+; Resear'h is a *e# fn'tion in an a%(ertising 'am!aign) The %e'isions

on 'reati(it# an% me%ia se$e'tion are ta*en on the fin%ings n'o(ere% for

resear'h) Resear'h ma*es e(er# %e'ision s#stemati' an% $ogi'a$, "ase% as it is on

fa'ts an% figres)

I&'#(&" C$&'($"; The a%(ertising agen'# manages its em!$o#ees, finan'es an%

other resor'es effe'ti(e$# an% e'onomi'a$$#) It 'on%'ts the "siness "ehin% the

s'enes an% e2er'ises !ro!er 'ontro$ o(er a'ti(ities an% fn%s) 7"$i' re$ations,

sa$es !romotion fn'tions an% '$ient 'onta'ts are maintaine% "# the management

for the effe'ti(e o!erations of the a%(ertising agen'#)


19/82

1ROADCAST7RINT7RODUCTION

STAGE

INTERNA8

C8IENT 1RIEF

ENTERS THE AD AGENCY

CREATIVE 1RIEF 5EDIA 1RIEF

CREATIVE 7ROCESS

CO7Y:RITING I88USTRATING

8AYOUTS

C8IENT A77ROVA8

TY7OGRA7HY ENGRAVING FI85ING EDITING

7RINT AD

7RINT 5EDIA

CO55ERCIA8

1ROADCAST 5EDIA

AD REACHES THE TARGET AUDIENCE

E=TERNA8

CREATIONSTAGE


20/82

TYPICAL ADVERTISING AGENCY STRUCTURE

C*(5& < M&,*&,

D*(#+'$(

8C*#% E;#+'*/# O%%*+#(9

F*&&+#

M&,#5#&'

A++$&'

A05*&*'('*$&

M#0* D*(#+'$( C(#'*/# D*(#+'$(

4

C"*#&' #(/*+#

D*(#+'$(

G($) A++$&'

M&,#(

A++$&' S)#(/*$(

A++$&' E;#+'*/#

M#0*

C$&'($""#(

M#0* S)#(/*$(

M#0*

P"&(

M#0*

B#(

M#0* M#0*

S'0*$ F*"5

P(*&' <

P($0+'*$&A$+*'# C(#'*/#

D*(#+'$(

C(#'*/# G($) H#0

C$)7(*'#( A(' D*(#+'$(


21/82

ADVERTISING AGENCY = 1

X E B E C

THE WHEREABOUTS

HEAD OFFICE :

4, Santosh Heights,

, K)N) 5arg,

O!!) A!sara Theatre,

7ne L )

BRANCH OFFICE :

Kain Cham"ers, <st

F$oor, Ne2t to Saga Sho!!ing Centre,

S)V) Roa%, 1an%ra :est,

5m"ai L B)

In'or!orate% in the #ear


22/82

ma*es a 'om!$ete assessment of s'h a !ro%'t or ser(i'e, "ase% on the re!resentations

an% the e2!$anations gi(en "# its '$ient in terms of the $ife of the !ro%'t, its

mar*eta"i$it# an% its 'ommer'ia$ (a$e) Contining on these $ines, the agen'# a$so ma*es

an assessment of the re9irements of the '$ient, their "%get, 'ost 'onstraints et') Fina$$#,

$ast "t not the $east, the agen'# ma*es an estimate of the "enefits, "oth monetar# as +e$$

as non/monetar# +hi'h it is s"se9ent$# in the $ong rn, going to %eri(e ot of e(er#

s'h assignment)

On the "asis of s'h a st%# ma%e a"ot the !ro%'t, its target a%ien'e an% the !s#'ho/

ana$#sis of the 'reator as +e$$ as its 'reation, the agen'# then se$e'ts the t#!e of me%ia

+hi'h is the most a!!ro!riate one in terms of the 'ost 'onstraints $ai% %o+n "# the '$ient

an% a''or%ing$# intimate the '$ient a"ot the 'ost/"enefit ratio of the entire e2er'ise) So,

it.s a thorogh !rofessiona$ a!!roa'h +herein the '$ient is rest assre% a"ot the "enefits

he is going to rea! from the see%s he is !$anning to so+ in the fie$% of a%(ertisement)

U$timate$#, its not a no/+in no/$ose sitation for "oth of them "t is entire$# a +inners.

ot'ome)

THE CANVAS ON WHICH XEBEC PAINTS THE PRODUCT :

=e"e' !ro(i%es its 'stomers +ith a +i%e/range of me%ia to se$e't from (i-), in fine

!rint, or on 'e$$$oi% $i*e te$e(ision, ra%io, theatres et')

HOW CAN I KNOW ABOUT XEBEC :

:e$$, "eing !rofessiona$ an% 'om!etiti(e in a!!roa'h, it is =e"e' +ho a!!roa'hes its

!ros!e'ti(e '$ients an% not +ait for the the '$ients to fathom for it) So, the '$ient %oes not

ha(e to rn in sn an% sho+er for fin%ing a !ro!er 'an(as for its !ro%'t) =e"e' !ro(i%es

a$$ the fa'i$ites for its '$ient 'o!$e% +ith a (er# 'o/o!erati(e in/hose, intera'ti(e

res!onse an% hos!ita$it#) As far as a !a#ment term is 'on'erne%, =e"e' a$so ta*es 'are of

the !o'*et/si-e of its 'stomers) So on one han%, it gi(es #o the o!tion to !a# the entire

fees in $m!sm, on the other han% it a$so e2ten%s 're%it to its 'ontinos an%

're%it+orth# 'stomers)

44


23/82

STRENGTHS ;

The agen'# first n%erstan%s the re9irements of its 'stomer an% gets a 'om!$ete

!rofi$e a"ot the !ro%'t or the ser(i'e to "e a%(ertise% from the horse.s moth)

Frther, it ma*es a 'om!$ete assessment of s'h a !ro%'t or ser(i'e, "ase% on the

re!resentations an% the e2!$anations gi(en "# its '$ient in terms of the $ife of the

!ro%'t, its mar*eta"i$it# an% its 'ommer'ia$ (a$e) Contining on these $ines, the

agen'# a$so ma*es an assessment of the re9irements of the '$ient, their "%get, 'ost

'onstraints et') Fina$$#, $ast "t not the $east, the agen'# ma*es an estimate of the

"enefits, "oth monetar# as +e$$ as non/monetar# +hi'h it is s"se9ent$# in the $ong

rn, going to %eri(e ot of e(er# s'h assignment)

On the "asis of s'h a st%# ma%e a"ot the !ro%'t, its target a%ien'e an% the

!s#'ho/ana$#sis of the 'reator as +e$$ as its 'reation, the agen'# then se$e'ts the t#!e

of me%ia +hi'h is the most a!!ro!riate one in terms of the 'ost 'onstraints $ai% %o+n

"# the '$ient an% a''or%ing$# intimate the '$ient a"ot the 'ost/"enefit ratio of the

entire e2er'ise) So, it.s a thorogh !rofessiona$ a!!roa'h +herein the '$ient is rest

assre% a"ot the "enefits he is going to rea! from the see%s he is !$anning to so+ in

the fie$% of a%(ertisement) U$timate$#, its not a no/+in no/$ose sitation for "oth of

them "t is entire$# a +inners. ot'ome)

WEAKNESSES :

=e"e' is fa'ing a ma&or !ro"$em of Time 5anagement i)e) it is o(er/%e!en%ent on its

staff) Hen'e, the 9a$it# an% the effi'ien'# of its hman resor'es a$+a#s 'ases some

sort of a !ro"$em in ma*ing an% im!$ementing fast %e'isions) Again, m$ti!$i'it# of

"rains, thogh an asset for an# organi-ation is a$so sometimes a hin%ran'e in its

%e(e$o!ment +hen the agen'# is not a"$e to rea'h to a %efinite 'on'$sion a"ot its

strategies an% !o$i'ies in the ni'* of the time %e to 'onf$i'ting i%eas !resente% "# its

too man# %e'ision/ma*ers) As it is a!t$# 9ote%, “Too man# 'oo*s s!oi$ the "roth”

4>


24/82

Se'on%$#, as far as '$ient ser(i'ing is 'on'erne%, =e"e' %oes not ma*e a%e9ate

attem!ts to !%ate its ser(i'es) This is the main reason +h# this organi-ation thogh

re!te%, is not a"$e to e2!an% its !ara!herna$ia) 8a'* of 'reati(it# is a$so a ma&or

"a'*%ro! in its s''ess stor#)

Ne2t, =e"e' has a$so fai$e% to ma*e an# reno+ne% 'e$e"rit# from the fie$%s of

'inema, s!orts, !o$iti's or "siness as its "ran% am"assa%or as other re!te% agen'ies

in this +or$% are in a !ra'ti'e of %oing) Hen'e, the agen'# fai$s to 'reate a $ong/$asting

an% hge a!!ea$ for the !ro%'ts of its '$ients amongst the masses)

As far as the !rofi$es of the team mem"ers of =e"e' are 'on'erne%, the !eo!$e in the

to!most $e(e$s of organi-ationa$ hierar'h# +ho are main$# sho$%ering the

res!onsi"i$it# of %e(ising strategies, !o$i'ies, me%ia !$ans, '$ient ser(i'ing, a''ont

!$anning, mar*et re'ognition an% strategi' %e'ision/ma*ing are not from the fie$%s of

management or a%(ertising) Thogh, the# ma# "e +e$$/groome% for e2'e$$en'e in the

en(ironment in +hi'h the# are fn'tioning, there is a$+a#s an n%is!te% %ifferen'e

"et+een those a"$e/"o%ie% !eo!$e +ho are from the fie$% of management an% those

+ho are not) An% fina$$#, in this fie$% of 't/throat 'om!etition +here agen'ies rise

an% fa$$ $i*e a !a'* of 'ar%s %a# in an% ot, #o %efinite$# nee% !rofessiona$s an%

!rofessiona$ism in #or a!!roa'h at the time of %e'ision/ma*ing an% im!$ementation

of i%eas)

OPPORTUNITIES :

There is a tremen%os s'o!e for %i(ersif#ing its !ara!herna$ia as 'rrent$# =e"e' is

&st s!e'ia$i-ing in one !arti'$ar me%ia)

Se'on%$#, "# re'riting an% ta*ing more "enefits from ser(i'es of !rofessiona$s in this

fie$%, =e"e' 'an o(er'ome its !ro"$ems of Time 5anagement an% s$o+ %e'ision/

ma*ing) Instea% of ha(ing too man# hea%s +ith %ifferent 'ontents in them, it 'an

a$+a#s go for 9a$it# staff)

4


25/82

=e"e' 'an a$so 'on'entrate on ma*ing some of the eminent !ersona$ities as its 1ran%

Am"assa%or, +hi'h it has a$rea%# starte% as is e(i%ent from its forth'oming 'ontra't

+ith a 'ri'*et star name% Sa$i$ An*o$a) If it 'ontines to %o so on these $ines it 'an

$ea% to more aggressi(e res!onse for its '$ients. !ro%'ts an% ser(i'es)

THREATS :

=e"e' a$so %oes not ma*e a S:OT ana$#sis of its '$ients at the time of ta*ing an

assignment) This a$so e2!oses it to a ma&or threat of $osing its o+n gron% in its fie$%

as not man# of its '$ients are too re!te%, +e$$/organise% an% a+are of their

re9irements)

Another ma&or threat to the gro+th an% %e(e$o!ment of =e"e' is its o(er/%e!en%en'e

on 7rint 5e%ia) That is to sa#, =e"e' has not ta*en too man# efforts of %i(ersifi'ation

an% gro+th into other me%ia) It is 9ite n%erstan%a"$e that in to%a#.s +or$% to remain

se$$a"$e in the mar*et #o ha(e to *ee! on %i(ersif#ing #orse$f into other fie$%s

+hi'h this agen'# is not (er# m'h *een in to%a#, there is a %efinite threat on its

ftre e2isten'e) Sr(i(a$ is first, gro+th after+ar%s an% &st tr#ing to "e a master in

one ami%st a 'ro+% of e2!erts +ho are Ka'* of a$$ tra%es is not at a$$ a goo% sign for

an# organi-ation)

CASE STUDIES

1. KIMBERLY CLARK

1.1 B(*#%

Asso'iate ?im"er$# C$ar* +ith !ersona$ h#giene "# a 'am!aign en'oraging !eo!$e

to a%o!t hea$th ha"its an% e%'ate offi'es an% hote$s a"ot the im!ortan'e of gi(ing

their em!$o#ees an% gests a''ess to h#giene !ro%'ts)

1.2 E;#+'*$&

A 7oster Cam!aign !$a'e% in an% aron% +ashrooms +here ?im"er$# C$ar*Js

!ro%'ts are most se%remin%ing !eo!$e a"ot the im!ortan'e of !ersona$

h#giene +ith a "#$ine "# ?im"er$# C$ar*)

4B


26/82

1.3 R#"'

A %ire't asso'iation "et+een ?im"er$# C$ar* an% !ersona$ h#giene an% in'rease%

sage of ?im"er$# C$ar* !ro%'ts an% s!!$ies)

2. KINETIC

2.1 B(*#%

Re$an'h ?ineti' Hon%a 5ar(e$ an% "i$% on ?ineti'Js re!tation as an a$$ fami$#

4 +hee$er ma*er) Create a ne+ "-- aron% the 5ar(e$ as an e2'iting "i*e)

2.2 E;#+'*$&

A series of 'on'rrent roa%/sho+s an% test ri%es a$$ o(er In%ia han%$e% "# or

e(ents %i(ision +ith $i(e !erforman'es "# In%iaJs most e2'iting an% ta$ente%

!erformer / RE5O / to stir ! the e2'itement)

2.3 R#"'

E2'itement a"ot 5ar(e$ an% rene+e% interest in the s'ooter an% ?ineti')

3. THYSSENKRUPP

3.1 B(*#%

To o''!# min%s!a'e as a 'ore infrastr'tre se'torin%str# !$a#er)

3.2 E;#+'*$&

A 'reati(e 'am!aign in In%ian an% foreign maga-ines an% &orna$s '$ose$#

targete% at in%stria$ %e'ision ma*ers)

3.3 R#"'

In'rease% a+areness of Th#ssen?r!! a'ti(ities an% "ran% re'a$$ as a hi/te'h

German 'om!an#) Th#ssen?r!! 'ontines to "e a (a$e% '$ient)

4. INDIACOM

4.1 B(*#%

1i$% the INDIACO5 "ran% as a most easi$# a''essi"$e an% +i%e$# %isseminate%

#e$$o+ !ages %ire'tor#)

40


27/82

4.2 E;#+'*$&

Strategi' !ress s!ots an% hoar%ings time% +ith the "eginning an% en% of the

"oo*ings !erio% %esigne% to %ri(e %eman% for a%s an% insertions an% in'rease

a+areness of the INDIACO5 e%ge)

4.3 R#"'

5ore re'a$$ for the INDIACO5 "ran% as the most easi$# a''essi"$e an% +i%e$#

%isseminate% #e$$o+ !ages %ire'tor# res$ting in more !$a'ements in their

%ire'tor#)

. LIPI DATA SYSTEMS

.1 B(*#%

7osition 8I7I as a tota$ %ata so$tions 'om!an# +ith a +i%e range of high 9a$it#

!rint so$tions for sma$$ "sinesses an% 'or!orates

.2 E;#+'*$&

A 'reati(e 'am!aign fo'sing on the f$e2i"i$it# of 8I7I !rinting so$tions)

.3 R#"'

In'rease% a+areness a"ot the 8I7I "ran% name as a !ro(i%er of s!erior !rinting

so$tions)

>. INTELLIGENT INVESTOR

>.1 B(*#%

Raise Inte$$igent In(estorJs !rofi$e throgh high !o+ere% !ersona$ finan'e

e2hi"itions in the metros)

>.2 E;#+'*$&

A series of f$$ !age a%s in ot$oo* an% Inte$$igent In(estor %esigne% to engage the

rea%ers attention "# trm!eting the sheer (o$me of finan'ia$ ser(i'es an% free

a%(i'e on offer)

>.3 R#"'

A tremen%os res!onse to the !ersona$ finan'e e2hi"itions $ea%ing to in'rease%

a+areness a"ot Inte$$igent In(estor an% an in'rease in its "ran% e9it#)

4


28/82

?. CENTURION BANK

?.1 B(*#%

Esta"$ish Centrion 1an* as a one sto! sho! for a$$ "an*ing nee%s +ith s!erior

"an*ing ser(i'es for sma$$ 'stomers)

?.2 E;#+'*$&

The target a%ien'e +as i%entifie% as the sma$$ 'stomer +ho +as !erha!s not

getting the "est ser(i'e in "ig "an*s) The 'reati(es +ere %esigne% to inform him

a"ot Centrion 1an*Js thrst to+ar%s them)

?.3 R#"'

5ore ne+ a''onts for Centrion 1an* +ith its "ran% firm$# esta"$ishe% among

the sma$$er 'stomers)

@. DISHNET DSL

@.1 B(*#%

8e(erage Dishnet strengths as the on$# DS8 high s!ee% IS7 !ro(i%er in the

'ontr#) Target soho an% hea(# net sers !romoting the "enefits of high s!ee%

a''ess)

@.2 E;#+'*$&

A 'reati(e 'am!aign "ringing ot the 'ost an% s!ee% a%(antages of "roa%"an%)

@.3 R#"'

In'rease% interest an% a+areness a"ot "roa%"an% Internet a''ess, esta"$ishing

Dishnet DS8 as the !ioneer in "roa%"an% te'hno$og# an% generating in9iries an%

sa$es)

AWARDS < ACHIEVEMENTS :

B#' R0*$ J*&,"#

A refreshing &ing$e for E$e'troni'a 8easing 6 Finan'e 8t%.s Fi2e% De!osit S'hemesP

CEAD - B#' R0*$ J*&,"#

An inno(ati(e &ing$e for ?ineti' S!ar* +hi'h +as set in a fo$* tneP

T(0# F*(E;*!*'*$& D#*,&

4


29/82

First !ri-e for ?ineti' Hon%a sta$$ at Ato E2!o QP

F*(' )(*# %$( I5)(#*/# S'"" < I&&$/'*/# D*)"6 ' TECHEX-> ' W$("0

T(0# C#&'(# M5!* N$/#5!#( @

WHOS WHO IN XEBEC

7eo!$e ma*e a$$ the %ifferen'e, nrtring ta$ent an% a$$o+ing s!a'e for

in%e!en%ent thoght an% initiati(e are or ha$$mar*s +hi'h e2!$ains the $o+

attrition rates)

K# )#$)"# !#*&0 '# ++# $% X#!#+ (# -

?iran 1hat / Chief E2e'ti(e Ani$ 1hat / E2e'ti(e Dire'tor

Vin'ent Se"astian / 1ran'h 5anager Ra%hi*a A*o$*ar / A''ont Dire'tor

Samir :agh / 5anager 5e%ia 6 E(ents San%ee! Gho%*e / Art Dire'tor

Ani$ Rane / Asst) Art Dire'tor A"ha# 1engeri / 1ran'h Dire'tor

7ra(een 5e$oth / Sr) A''ont E2e'ti(e 1ha(ana / Sr) A''ont E2e'ti(e

DIVISIONS OF XEBEC

M.A.R.S.

Or in hose Resear'h %i(ision / an in%e!en%ent !rofit 'entre / a$$o+s '$ients to i%entif#

'stomer !referen'es, tren%s, %e$i(er a more fo'se% message an% tra'* 'stomer

res!onse)

5)A)R)S) %e$i(ers !rofessiona$ resear'h ser(i'es +ithin the =e"e' m"re$$a)

5)A)R)S) Ser(i'es;

a$itati(e an% antitati(e Resear'h))) Di!sti'* St%ies))) Fo's Gro!s))) 7re

an% 7ost 8an'h Sr(e#s St%ies))) Feasi"i$it# Re!orts))) Cstomer Satisfa'tion

Sr(e#s))) Dea$er A%its)))

STELLAR - P.R.

4


30/82

In to%a#Js fast !a'e% me%ia %ri(en +or$% +ith shrin*ing attention s!ans, 7R is an

im!ortant (ehi'$e to in'rease min%s!a'e an% min%share)

Ste$$ar is a =e"e' gro! 'om!an# rn "# e2!erien'e% 7R !rofessiona$s +ith strong

'onta'ts in !ress an% TV for nationa$ 'o(erage)

CUSTOMER CONNECT

C4 is =e"e' CR5 arm +ith s!e'ia$i-e% Dire't 5ar*eting an% Cstomer Res!onse s*i$$s)

LIST OF CLIENTS

IT SOFTWARE

) Ar%en S#stems

) Data!ro Info+or$% 8t%)

B) Kog Soft+are So$tions

0) 8'ent Te'hno$ogies

) Se$e'ti'a In%ia

) 7arametri' Te'hno$ogies

) ?!it S#stems


31/82

>) C/Net Net+or*ing 7ro%'ts

) 8i!i Data S#stems

INDUSTRIAL


32/82

Carat is o!erate% "# AEGIS 5EDIA +hi'h o!erates a$ong+ith Carat 4 other re!te%

+or$%+i%e organi-ations (i-), Vi-em 6 7osterso!e :or$%+i%e)

MODUS OPERANDI :1eing a tr$# !rofessiona$ 6 'om!etiti(e in a!!roa'h, “CARAT ” has a +e$$/%efine% an%

a +e$$/organise% metho% of o!erations) :hen the !ros!e'ti(e '$ient a!!roa'hes them for

getting his !r!ose ser(e%, the# 'on%'t a S:OT ana$#sis !rior to a''e!tan'e of an#

assignment) A$thogh, this S:OT Ana$#sis is not at a$$ a 'm"ersome an% !atien'e/

testing e2er'ise for the '$ient, it is %esigne% in s'h a +a# that the agen'# gets a tota$

assran'e of the ot!t)

SWOT ANALYSIS OF CARAT :

STRENGTHS

4


33/82

ntshe$$, this t#!e of a strateg# he$!s in "i$%ing a "ran% $o#a$t# an% the 'stomer

starts re$ating himse$f +ith it)

) Carat.s '$ients are (er# m'h im!resse% +ith its a"i$it# to +or* as an internationa$

team) The "rea%th of their ser(i'e an% their strong 'oherent net+or* gi(e Carat

the s'o!e to tr$# !artner internationa$ a%(ertisers +ho are +inning the ra'e for

g$o"a$ me%ia effe'ti(eness)

B) E(er# "ran%, mar*et an% 'om!etiti(e sitation re9ires a ni9e so$tion) Carat

has a rigoros an% !ro(en frame+or* to %e(e$o! inno(ati(e an% 'reati(e me%ia

so$tions throghot its net+or*) Its a!!roa'h e2ten%s a'ross a$$ me%ia / >0

'ommni'ation) It +or*s +ith a site of so!histi'ate% ana$#sis too$s an% resear'h,

he$!ing it to n%erstan% 'onsmers an% to %esign me%ia 'am!aigns that %e$i(er

measra"$e im!ro(ements in its '$ientsJ "siness)

B) In'isi(e management of me%ia %e$i(ers "siness a%(antage to Carat.s '$ients)

Carat has in(este% o(er US> mi$$ion on resear'h an% too$s to manage an%

measre me%ia effe'ti(eness, a'ross tra%itiona$ an% on$ine me%ia 'hanne$s)

0) ConsmersJ re$ationshi!s +ith "ran%s an% !ro%'t se'tors nee% to "e $in*e% to

their re$ationshi!s +ith me%ia an% attit%es to a%(ertising) Ana$#sis sing too$s

s'h as Charisma an% A%/it%es he$!s Carat.s '$ients rea'h their 'ore targets more

effe'ti(e$# an% %e(e$o! strategies to attra't ne+ 'stomers)

WEAKNESSES


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4) Carat has internationa$ tie/!s +hi'h means that there is am!$e of s'o!e for it to

%i(ersif# its o!erations an% ta! the mar*et +or$%+i%e)

THREATS


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C A N C O

THE WHEREABOUTS

HEAD OFFICE :

B


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4) It 'on%'ts a S:OT Ana$#sis of its '$iente$e to assess their strengths an%

+ea*nesses) It a$so first n%erstan%s the re9irements of the '$ient, their

*no+$e%ge a"ot the fie$% of a%(ertising, the 'hara'teristi's of the !ro%'ts an%

ser(i'es to "e a%(ertise% "# its '$ient, the t#!e of target mar*et an% the 'ost

'onstraints n%er +hi'h its '$ient is fn'tioning) This o(era$$ st%# a"ot the

'$ient an% its !ro%'ts he$!s Can'o to %e(ise an% %e(e$o! a !ro!er mar*eting an%

a%(ertising !$an for its '$ient +hi'h 'an o!timi-e '$ient.s retrns in the restri'ti(e

en(ironment in +hi'h it fn'tions)

>) As far as offering fa'i$ities to '$ients are 'on'erne%, amongst others, Can'o a$so

!ro(i%es its '$ient the fa'i$it# to ma*e !a#ments of its fees in insta$$ments +hi'h

goes a $ong +a# in he$!ing the '$ient o(er'ome its finan'ia$ hr%$es, if at a$$ !ose%

on him) This is a ma&or "rea*throgh in '$ient ser(i'ing an% %efinite$# is a ma&or

+ea!on in an#one.s han%s to ha(e a sta"$e an% a $o#a$ "ase of '$iente$e)

) The to! $e(e$ of organi-ationa$ str'tre in Can'o 'onsists of !eo!$e +ho are

!rofessiona$s ha(ing the a'a%emi' 9a$ifi'ations +hi'h are mst in this fie$%)

Un%erstan%a"$#, on this a''ont there is "on% to "e !rofessiona$ism in the

a!!roa'h, attit%e an% %e'isions ma%e "# the agen'# for its gro+th an%

%e(e$o!ment)

B) Can'o offers its 'stomers a +i%e se$e'tion amongst the me%ia for 'an(assing

their !ro%'t or ser(i'es) It a%(ertises in ne+s!a!ers, ses e$e'troni' me%ia an%

a$so !ro(i%es the fa'i$it# of on$ine a%(ertising) As the 'hoi'es are more for the

'stomers, %e!en%ing on their re9irements, the 'hara'teristi's of their !ro%'ts

an% their 'ost 'onstraints, it he$!s them in se$e'ting the !ro!er me%im for

a%(ertising their !ro%'t or ser(i'e)

WEAKNESSES

0


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athorit# "eing gi(en to on$# fe+ 'an !ro(e to "e %isastros for the gro+th of the

organi-ation)

4) It %oes not ha(e a (er# "roa% "ase '$iente$e) The $ist in'$%es &st a fe+ ma&or

names $i*e HDFC) This means that the agen'# %oes not en&o# the !atronage of

man# of the "ig names an% is %e!en%ent on the !atronage of !ri(i$ege% fe+)

>) CANCO has not hire% an# of the eminent 'e$e"rities for en%orsing the !ro%'ts

an% ser(i'es of its '$ients) This is +h# the a!!ea$ 'reate% for the !ro%'ts an%

ser(i'es of its '$ients %oes not rea'h to a $arge gro! of masses)

) In this +or$% of 't/throat 'om!etition +here it is im!ortant for e(er# agen'# to

ha(e some sort of trans!aren'# +hi'h +i$$ ma*e !o!$ar its strategies,

a'hie(ements, '$ient !atronage, %i(ersifi'ation in ser(i'es offere%, CANCO has

not ma%e an# effort to "ring itse$f in the $ime$ight) :ith no UR8 an% no other

se$f/a%(ertisement, it sti$$ $ingers in some %ar* 'orner of iso$ation)

OPPORTUNITIES


38/82

that too "ase% on fe+ "rains, there is "on% to "e $a'* of im!$si(eness,

aggression, time$iness an% %#namism)

>) CANCO is sffering a "ig threat from other agen'ies o!erating in the same set of

en(ironmenta$ 'on%itions +ho are 'onstant$# offering more an% more ser(i'es to

their 'stomers an% %i(ersif#ing themse$(es %a# in, %a# ot)

THE CANVAS ON WHICH CANCO PAINTS THE PRODUCT :

CANCO !ro(i%es its 'stomers +ith a +i%e/range of me%ia to se$e't from (i-), in

fine !rint, or on$ine throgh the me%im of internet, e2terna$ a%(ertising $i*e

hoar%ings, !am!h$ets et')

HOW CAN I KNOW ABOUT CANCO

:e$$, "eing !rofessiona$ an% 'om!etiti(e in a!!roa'h, it is CANCO +ho a!!roa'hes

its !ros!e'ti(e '$ients an% not +ait for the the '$ients to fathom for it) So, the '$ient

%oes not ha(e to rn in sn an% sho+er for fin%ing a !ro!er 'an(as for its !ro%'t)

CANCO !ro(i%es a$$ the fa'i$ities for its '$ient 'o!$e% +ith a (er# 'o/o!erati(e in/

hose, intera'ti(e res!onse an% hos!ita$it#) As far as !a#ment terms is 'on'erne%,

CANCO a$so ta*es 'are of the !o'*et/si-e of its 'stomers) So on one han%, it gi(es

#o the o!tion to !a# the entire fees in $m!sm, on the other han% it a$so e2ten%s

're%it to its 'ontinos an% 're%it+orth# 'stomers)

ORGANISATION STRUCTURE OF CANCO

ORGANISATION STRUCTURE

M(. R5# N(& 8M&,*&, D*(#+'$(9

C(#'*/# D*(#+'$( C$)7(*'#(

819 M(. D&& N##"5

829 M(. A(&

>


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T$'" S'%% S'(#&,' : 24

FACILITIES OFFERED BY CANCO TO ITS CUSTOMERS :

CANCO fi2es the "%get for its '$ient %e!en%ing on the re9irements of the '$ient,the 'hara'teristi's of the !ro%'t to "e a%(ertise%, the target 'stomers, the mar*eting

strateg#, the aggressi(eness or other+ise of the a%(ertising 'am!aign, the t#!e of

'stomers to "e targete%, the 'ost 'onstraints of the en(ironment in +hi'h the '$ient is

fn'tioning et') 1ase% on this st%#, the "%get is gi(en "# the agen'# to its '$ient)

AWARDS WON BY CANCO

a) Gi(en "# A$ert In%ia, Non/Go(ernment Organi-ation NGO +hi'h

'reates a+areness for $e!ros# )

") Gi(en "# A%(ertising C$", 5m"ai

>


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M + C A N N - E R I C K S O N

HISTORY

5'Cann/Eri'*son :or$%Gro! +as 'hartere% in


41/82

Eri' Einhorn E=E) VICE 7RESIDENT, CHIEF STRATEGY OFFICER 5CCANN/ERIC?SON :OR8DGROU7

5a2 Gos$ing

7resi%ent, CEORe!resentati(e Dire'tor

5'Cann/Eri'*son Ka!an

7eter Hami$ton

REGIONA8 DIRECTOR5CCANN/ERIC?SON ASIA 7ACIFIC

Ro"in ?entCHAIR5AN AND CEOUNIVERSA8 5CCANN

1i$$ ?o$"

7RESIDENT AND CHIEF O7ERATING OFFICER

5O5ENTU5 :OR8D:IDE

1en 8ang%onREGIONA8 DIRECTOR, 5'CANN/ERIC?SON EURO7E,

5IDD8E EAST 6 AFRICA

7ame$a 5a!his8arri'*

CHIEF E=ECUTIVE OFFICER5R5 7ARTNERS :OR8D:IDE

5ar'io 5)5oreira

VICE CHAIR5AN, CHIEF CREATIVE OFFICER:OR8D:IDE DIRECTOR OF 5U8TINATIONA8 ACCOUNTS

5CCANN/ERIC?SON :OR8DGROU7

Kens O$esenREGIONA8 DIRECTOR 8ATIN A5ERICACARI11EAN

5CCANN/ERIC?SON :OR8D:IDE

Dr) Kose!h7$mmer

E=ECUTIVE VICE 7RESIDENTDIRECTOR OF RESEARCH 6 INSIGHT DEVE8O75ENT

5CCANN/ERIC?SON :OR8DGROU7

Stan Ra!!CHAIR5AN E5ERITUS

5R5 7ARTNERS :OR8D:IDE

Koe Torre CHAIR5AN AND CEOTORRE 8AWUR 5CCANN HEA8THCARE :OR8D:IDE

Chris :ei$ CHAIR5AN AND CHIEF E=ECUTIVE OFFICER 5O5ENTU5 :OR8D:IDE


42/82

MODUS OPERANDI OF M+CANN-ERICKSON

TOOLS

5'Cann/Eri'*son :or$%Gro!Js ni9e an% !ro!rietar# share% too$s he$! nite %ifferent

mar*eting 'ommni'ations %is'i!$ines) The# nite !rofessiona$s in %ifferent offi'es

aron% the +or$%) The# !ro(i%e a 'ommon $angage for %i(erse teams +or*ing

together for 'ommon '$ients)

Or too$s a$so set s a!art) The# are %is'i!$ine% #et f$e2i"$e) The# 'om"ine or "est

!ra'ti'es +ith or 'tting/e%ge thin*ing)

:e ha(e s!e'ia$i-e% too$s in (arios %is'i!$ines, "t the 'enter!ie'e is the ho$isti' 1ran%

O!timi-ation 5a!X) 1i$%ing off of the fon%ation of the Roa% 5a! to Effe'ti(e

Commni'ationsX, The 1ran% O!timi-ation 5a! in'or!orates the thin*ing "ehin% the

"est strateg# an% !$anning !ro'esses of (arios %is'i!$ines into a ni9e, ni(ersa$

strategi' ser(i'e)

1# offering a ho$isti', integrate% a!!roa'h to strateg# %e(e$o!ment, 'reati(e e2e'tion,

an% 'am!aign e(a$ation, the 1ran% O!timi-ation 5a! ser(i'e 'an generate "ran% i%eas

that ha(e the !otentia$ to so$(e '$ientsJ fn%amenta$ "siness !ro"$ems an% !osition their

"ran%s for $ong/term gro+th)

CREATING THE DEMAND-CHAIN1# s#stemi'a$$# $in*ing s!!$# a'ti(ities from sor'ing an% manfa'tring to %istri"tion

an% 'stomer or%ers, 'or!orations ha(e s''essf$$# so$(e% +hat is 'a$$e% the s!!$#

'hain) 1# ena"$ing &st in time %e$i(er# of !ro%'ts or ser(i'es to meet %eman%, this

!ro'ess "enefits mar*eters throgh in'rease% effi'ien'#, !ro%'ti(it# an% $o+er 'osts)

1t in to%a#Js 'om!etiti(e mar*eting '$imate, +ith a rene+e% fo's on "i$%ing 'stomer

an% to!/$ine gro+th, %eman% 'reation is, arga"$#, the ne+ s''ess fa'tor) To meet this

im!ortant "siness nee% among a$$ t#!es of manfa'tring an% ser(i'e 'or!orations,

5'Cann/Eri'*son :or$%Gro! has %e(e$o!e% a ser(i'e that $in*s %eman% 'reation

a'ti(ities to ma*e them more s#nergisti' an% !o+erf$, ths he$!ing 'or!orations to

'reate en%ring mar*et!$a'e gro+th)

4


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44/82

Deman% 'reation in the ne+ mar*eting 'ommni'ations en(ironment has "e'ome

es!e'ia$$# 'ha$$enging) The te'hno$og# re(o$tion has srron%e% 'stomers an%

'onsmers +ith a !$ethora of information an% entertainment o!tions, an%, as a res$t the#

ha(e "e'ome more e$si(e) The 'onsmer is firm$# in 'ontro$) The# e2!e't 'hoi'e,

information, s!ee% of ser(i'e, an% ease of a'9isition) This ne+ m$ti/'hanne$

en(ironment a%%s a +ho$e ne+ %imension to the 'ha$$enge of mar*eting integration) An%

+ith 'riti'a$ mass so har% to a'hie(e, integration has "e'ome the ne+ im!erati(e)

Tra%itiona$$#, the fo's of integration has "een the %e(e$o!ment of a 'ommon "ran%

!$atform or i%ea to nite the mar*eting message a'ross m$ti!$e %is'i!$ines) This

integration of 'ontent is sti$$ a 'ore !riorit#)

1t to%a#, gi(en the 'onfsion of mar*eting 'hanne$s, the in'rease% so!histi'ation an%

s'o!e of a$$ or mar*eting 'ommni'ations %is'i!$ines an% the emergen'e of ne+

internet/"ase% "siness mo%e$s, there is a %eman% for a ne+ *in% of integration / the

integration of resor'es)

The 1ran% O!timi-ation 5a!X is a ni9e ser(i'e that "rings together these t+o

fn%amenta$ nee%s in integration, 'ontent an% resor'es, n%er a nifie% strategi'

frame+or* to o!timi-e the mar*eting 'ommni'ations !$an)

It $e(erages !ro!rietar# strategi' !rin'i!$es, too$s an% soft+are that i%entif# mar*eting

!riorities, o!timi-e "%get a$$o'ation an% $e(erage the f$$ s!e'trm of mar*eting

'ommni'ations %is'i!$ines for +hat the# %o "est, in the right !ro!ortions) The 1ran%

O!timi-ation 5a!X a$so intro%'es a !ro!rietar# metho% of e(a$ating the ROI of the

f$$# integrate% mar*eting !rogram)

From a stan%!oint of the ser, The 1ran% O!timi-ation 5a!X is intiti(e in 'on'e!t,

"t so!histi'ate% in its a"i$it# to em"ra'e the 'om!$e2ities of the ne+ mar*eting

en(ironment) It fa'i$itates 'o$$a"oration, i%ea generation, resor'e a$$o'ation an% 'reati(e

e2e'tion) It is f$e2i"$e in its a"i$it# to "e se% $o'a$$# or regiona$$#, for "ran%s, s"/

"ran%s or mar*eting initiati(es, an% for an# s!e'ifie% mar*eting !erio%)

5'Cann/Eri'*son :or$% Gro! ses The 1ran% O!timi-ation 5a!X ser(i'e to $e(erage

the s!e'ia$i-e% ta$ent an% 'reati(e energies of a$$ or mar*eting 'ommni'ations

'orri%or 'enters of e2!ertise +hi$e +or*ing 'o$$a"orati(e$# +ith or '$ients to 'reate

!o+erf$ "ran% 'ommni'ations strategies)


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The fo$$o+ing are the *e# ste!s of The 1ran% O!timi-ation 5a!X ser(i'e;

BRAND OPPORTUNITY

B(&0 H#"' C#+ In or%er to 'reate "ig i%eas, +e mst ste! "a'* an% $oo* at the "ig !i'tre) To this en%,

1O5Js 1ran% Hea$th Che'*X ser(i'e offers a %e/%i$igen'e !ro'ess for assessing the

o(era$$ hea$th of a "ran%)

The 1ran% Hea$th Che'*X ser(i'e fa'tors in e(o$(ing 'onsmer !er'e!tions, in%str#

tren%s an% 'om!etiti(e !ressres) 1# for'ing ans+ers to 'riti'a$ 9estions, it !ro(i%es the

'$arit# to re'ogni-e ma&or "ran% o!!ortnities an% so$(e "ran% !ro"$ems)

Using the frame+or* of 5'CannJs Uni(ersa$ 5ar*eting Dri(ers / a set of mar*eting

o"&e'ti(es that are 'ommon to a$$ mar*eting 'ommni'ations %is'i!$ines regar%$ess of

me%ia an% message s!e'ifi's / the ser(i'e 'a!tres the essen'e of the 'om!etiti(e

mar*eting sitation an% %iagnoses !riorities for "oth 'ontent an% resor'e integration)

M+C&& P"#5'Cann 7$seX ser(es as a $ea%ing/e%ge metho% of generating 'onsmer insight that

informs mar*eting inno(ation an% e2e'tion) 5'Cann 7$seX insights fee% the

%e(e$o!ment of "ran% imager#, ne+ !ro%'ts an% ser(i'es an% 'hanne$ strateg#)

The 5'Cann 7$seX ser(i'e ot!t is "ase% on 'onsmer %ia$oge he$% at 5'Cann/

Eri'*son offi'es aron% the +or$% an% is re!orte% on the 'om!an# intranet) Regiona$

%e'isions 'an "e ma%e throgh the 'o$$e'tion of *e# mar*et %ata, an% the# in trn are

se% to 'reate a 'om!rehensi(e g$o"a$ !i'tre of e(o$(ing tren%s)

The fo's of 5'Cann 7$seX is as m'h on the here an% no+, as +here things are

hea%ing) Throgh !ro!rietar# !ro"es, it n'o(ers +hat is im!ortant in the $i(es of

'onsmers, ho+ the# (ie+ the +or$% 'hanging an% +hat their e(o$(ing goa$s are) These

isses %ire't s to ne+ !ro%'t, ser(i'e, an% 'ommni'ations i%eas)This 5'Cann 7$seX ser(i'e !ro(i%es the 'onsmer "a'*%ro! for the e(a$ation of the

1ran% O!!ortnit# as +e$$ as %e(e$o!ment of the 5'Cann 1ran% I%eaX, (ia the 1ran%

Foot!rintX an% 5'Cann Se$$ing Strateg#X ser(i'e 'om!onents)

M+CANN BRAND IDEA

B


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The 1ran% O!timi-ation 5a!X !$atform for 'ontent in mar*eting 'ommni'ations is

%etermine% "# the 1ran% Foot!rintX / a statement of the %esire% meanings, (a$es an%

!ersona$it# of the "ran% / an% the 5'Cann Se$$ing Strateg#X +hi'h %etermines a

!o+erf$ strategi' i%ea for 'reati(e e2e'tion a'ross a$$ mar*eting 'ommni'ations

%is'i!$ines)

The 1ran% Foot!rintX ses 5'CannJs 1ran% Ar'heo$og# te'hni9es to n'o(er the f$$

%e!th of meanings an% (a$es asso'iate% +ith the "ran% throgh the e#es of its 'stomers

an% 'onsmers) The 5'Cann Se$$ing Strateg#X %ra+s on this "ran% insight to

%etermine +here the "ran% nee%s to "e in the ftre, ths 'reating a re$e(ant an% 're%i"$e

strategi' !$atform to !ro!e$ the "ran% to+ar%s its %estination)

MARKETING MIX5'Cann FsionX 4) is a !ro!rietar# mar*eting mi2 soft+are mo%e$ that !ro(i%es the

o!tima$ a$$o'ation for ea'h mar*eting %is'i!$ine to atta'* the state% mar*eting 'ha$$enge)

It $oo*s at the mar*eting !i'tre to! %o+n, throgh soft+are that 'a!tres re$ationshi!s

"et+een or mar*eting 'ommni'ations %is'i!$ines an% the Uni(ersa$ 5ar*eting Dri(ers

in the 'onte2t of ea'h 'ategor# an% 'ontr#) The in!t to 5'Cann FsionX 4) is the

1ran% Hea$th Che'*) The ot!t is a "en'hmar* "%get a$$o'ation a'ross mar*eting

%is'i!$ines for 1ran% O!timi-ation)

As a 'om!$ement to this to! %o+n e(a$ation, 5'CannJs 5ar*eting Tas* C#'$e +or*s

"ottom ! to %etermine the i%ea$ ro$e for ea'h mar*eting 'ommni'ations %is'i!$ine)

The 5ar*eting Tas* C#'$e i%entifies the "arriers that nee% to "e o(er'ome, an% assigns

the mar*eting that 'an "est o(er'ome them) This ensres +e a%%ress 'riti'a$ "ran% nee%s

an% $e(erage or mar*eting 'ommni'ations %is'i!$ines for +hat the# %o "est, an% to the

e2tent that the# 'an ma*e a %ifferen'e)

BRAND PERFORMANCE:T# M+C&& B(&0 C"$' I&0#;The 1ran% C$ot In%e2X measres a "ran%Js 'om!etiti(e a"i$it# to attra't an% retain

'stomers in the mar*et!$a'e / "oth 'rrent$# an% in the ftre) It 'an "e se% to he$!

9antif# the 1ran% Hea$th Che'* an% to tra'* the !erforman'e of an integrate% !rogram)

Ths it ser(es as the !erforman'e "en'hmar* of The 1ran% O!timi-ation 5a!X)

0


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The 5'Cann 1ran% C$ot In%e2X, manage% "# NFO :or$%Gro! resear'h, is 'rrent$#

"eing ro$$e% ot of test mar*et)

R$0 M) '$ E%%#+'*/# :

T# R$0 M) '$ E%%#+'*/# A0/#('**&,

T# R$0 M) '$ E%%#+'*/# C$55&*+'*$&

W '# M+C&& R$0 M) S#(/*+# 7 C(#'#0:

Consmer "eha(ior is har%er to n%erstan% an% !re%i't) 5e%ia is !ro$iferating)

Distri"tion 'hanne$s are 'hanging) An% 'om!etition is in'reasing$# fier'e) In this fast/

mo(ing en(ironment, it is no +on%er man# esta"$ishe% "ran%s $a'* a !o+erf$ strateg#,

often $ose %ire'tion an% man# ne+ !ro%'ts fai$ to 'onne't +ith 'stomers)

To na(igate the e(er/'hanging $an%s'a!e, 5'Cann/Eri'*son :or$%Gro! has %e(e$o!e%

The Roa% 5a! to Effe'ti(e A%(ertisingX an%, for tota$ mar*eting 'ommni'ations

!rograms, the Roa% 5a! to Effe'ti(e Commni'ationsX) This 'om!rehensi(e ser(i'e of

!ro!rietar# too$s is %esigne% to 'reate effe'ti(e a%(ertising an% 'ommni'ations

strategies that ma*e an im!a't in to%a#Js '$ttere% mar*et!$a'e) The 5'Cann Roa% 5a!

ser(i'e res$ts in 'ommni'ations strategies that 'reate $o#a$ 'stomers +hen a%ien'es

are mo(ing targets an% strengthen 'ore "ran% (a$es)

5'Cann Eri'*son :or$%Gro! re'ogni-es the nee% for 'onsistent, teste% metho%s an%too$s for 'reating 'ommni'ations that "i$% "ran% (a$e aron% the +or$% an% a'ross

mar*eting 'ommni'ations %is'i!$ines) The 5'Cann Roa% 5a! ser(i'e is se% g$o"a$$#

to ensre the 'onsisten'# an% high 9a$it# of 'ommni'ations !rograms aron% the

+or$%) It is a$so se% throghot the :or$%Gro!Js range of mar*eting 'ommni'ations

'om!anies to ma*e 'ertain that integrate% mar*eting 'am!aigns +or* in s#nerg#)

T# M+C&& R$0 M) K# C$5)$&':

The Roa% 5a! to Effe'ti(e A%(ertisingX, the !rotot#!e s#stem on +hi'h The Roa% 5a!

to Effe'ti(e Commni'ationsX is "ase%, is a f$$ arsena$ of ser(i'es to gi%e the 'reation

of effe'ti(e 'ommni'ations) It "egins +ith the %e(e$o!ment of 'onsmer an% "ran%

insights an% en%s +ith the e(a$ation of the i%eas that are se% to 'reate 'stomers an%

"i$% "ran% (a$es)

C$5)$&' $% T# R$0 M) '$ E%%#+'*/# A0/#('**&, *&+"0#:


48/82


49/82

B(&0 F$$')(*&'

The 1ran% Foot!rintX ser(i'e ses a too$ that %efines a "ran%Js essen'e, so that

mar*eters 'an manage an% "i$% their "ran%s most effe'ti(e$#) It !ro(i%es a '$ear

n%erstan%ing of +hi'h (a$es nee% to "e !rote'te% an% $e(erage% in "ran%

'ommni'ations) An% it he$!s 'harter a "ran%Js gro+th into ne+ territories, from

e2!an%ing a "ran% in ne+ geogra!hi' regions, to esta"$ishing it a'ross m$ti!$e !ro%'t

or ser(i'e 'ategories, to e2ten%ing it to an e$e'troni' mar*ets!a'e)

As "ran%s e2!an%, their (a$e an% meaning are often !t at ris*) These ris*s stem from

the nee% to re'on'i$e a "ran%Js heritage +ith !ro%'t inno(ation, an% from the nee% to re/

e2!ress the "ran% in the 'onte2t of ne+ 'om!etiti(e sets, ne+ '$tres, an% ne+ me%ia)

The 1ran% Foot!rintX ser(i'e is %esigne% to !rote't the e9it# of the "ran% "#

'on(e#ing the "ran% essen'e '$ear$# an% s''in't$#, "t +ith enogh te2tre to ins!ire a

range of mar*eting a'ti(ities, from !ro%'t %e(e$o!ment to integrate% 'ommni'ations)

The 1ran% Foot!rintX arti'$ates the three most 'entra$ "ran% meanings an% its three

most !rominent !ersona$it# 'hara'teristi's)

M+C&& S#""*&, S'('#,

The 5'Cann Se$$ing Strateg#X is a ser(i'e that is sing$e/min%e%$# fo'se% on

generating "ran%/"i$%ing i%eas) I%eas that attra't 'stomers) I%eas that "i$% 'or!orate

an% "ran% fran'hises) An% i%eas that 'reate mar*et!$a'e %ominan'e for '$ients)

:hi$e tra%itiona$ strateg# has often "een high$# ana$#ti', the 5'Cann Se$$ing Strateg#X

offers imaginati(e 'on'e!ta$i-ation) It is gi%e% "# the 5'Cann Se$$ing Strateg#X

!$atform, a !ro'ess of ana$#sis an% i%ea generation that he$!s mo(e a "ran% from its

'rrent !osition in 'onsmersJ min%s to a %esire% !er'e!ta$ s!a'e)

The 5'Cann Se$$ing Strateg#X n'o(ers the moti(ations of 'on'e!ta$ target a%ien'es

an% res$ts in a strategi' 'on'e!t that !in!oints a Se$$ing I%ea)

Un$i*e man# tra%itiona$ strateg# "riefs that are form$ai', the 5'Cann Se$$ing Strateg#X

is a %#nami' an% $i(ing !ro'ess) ItJs a +a# of thin*ing, +or*ing an% 'reating as a team) It

is a %is'i!$ine !rse% +ith !assion / / that ensres that +e sta# tre to or ro$e of

'reating i%eas that a%% !er'e!ta$ (a$e to '$ientsJ "ran%s)

M+C&& A0W$(


50/82

As the $ast stage of the Roa% 5a! to Effe'ti(e A%(ertisingX ser(i'e, 5'Cann

A%:or*sX too$ ensres more effe'ti(e mar*eting 'ommni'ations "# !ro(i%ing

fee%"a'* from 'onsmers to a !ro!ose% 'am!aign e2!ression of the Se$$ing I%ea)

5'Cann A%:or*sX ser(i'e is tai$ore% to a s!e'ifi' !ro%'t, a mar*et sitation, a

'$tra$ en(ironment) Un$i*e most $ea%ing a% testing firms that offer a sim!$e gono/go

%e'ision on 'reati(e +or*, 5'Cann A%:or*sX is %esigne% to he$! s n%erstan%

+hether +e ha(e 'ommni'ate% the Se$$ing I%ea +e set ot to 'ommni'ate, +hether the

1ran% Foot!rintX is n%erstoo% an% if the 'am!aign is entertaining)

:ith 5'Cann A%:or*sX, +e 'an ta*e the $ea% in fa'i$itating a rea$/time %is'ssion

a"ot a%(ertising effe'ti(eness an% he$! '$ients ma*e the right %e'isions that $ea% to

a%(ertising, %ire't mar*eting or other mar*eting 'ommni'ation +or* that !ro%'es great

mar*et!$a'e res$ts at the ear$iest stages of 'reati(e %e(e$o!ment)

The 5'Cann Roa% 5a! ser(i'e of !ro!rietar# too$s has !ro(en (a$a"$e to a range of

5'Cann/Eri'*son :or$%Gro! '$ients aron% the +or$%) :e "e$ie(e that, as 'om!etition

es'a$ates on a g$o"a$ s'a$e, or Roa% 5a! ser(i'e +i$$ "e'ome e(en more (a$a"$e in the

ftre)

MOMENTUM EXPERIENTIAL MARKETING PLATFORMTo%a#, 'onsmers ta*e fn'tiona$ featres, "enefits, 9a$it#, an% a !ositi(e "ran% image

as a gi(en) :hat the# +ant are "rea*throgh ser(i'e offerings, 'tting/e%ge !ro%'ts, an%

"ran%s that the# 'an re$ate to, 'onne't +ith an% in'or!orate into their $ifest#$es)

In'reasing$#, mar*eters n%erstan% that 'onsmers are $i(ing hman "eings +ith

e2!erientia$ nee%s; 'onsmers +ant to "e stim$ate%, entertaine%, e%'ate% an%

'ha$$enge%) The# are $oo*ing for "ran%s that !ro(i%e meaningf$ e2!erien'es an% ths

"e'ome !art of their $i(es)

The %egree to +hi'h a 'om!an# is a"$e to %e$i(er a %esira"$e 'onsmer e2!erien'e / an%

se "ran%s to %o so / +i$$ $arge$# %etermine its s''ess in the g$o"a$ mar*et!$a'e in theftre)

Traine% to thin* of mar*eting an% "ran%ing in terms of e2!erien'es, 5omentm

E2!erientia$ 5ar*etingX Ser(i'es 'reate ni9e, near$# im!enetra"$e emotiona$ "on%s

+ith 'onsmers) These "on%s are "ase% on 'onsmersJ rea$ e2!erien'es +ith the "ran% on

e(er# intera'ti(e $e(e$) 5omentm E2!erientia$ 5ar*etingX Ser(i'es are %esigne% to

B


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%e$i(er the "ran% e2!erien'e %ring "oth the !re/!r'hase !erio% "ran% in min% an% the

!ost/!r'hase !erio% or 'onsm!tion !erio% "ran% in han%) At 5omentm, +e *no+

that 'om!anies that s!en% mone# on a'9iring 'stomers "ran% in min% "t fai$ to

%e$i(er on the "ran% !romise "ran% in han% +i$$ $timate$# fai$, 'asing high

%issatisfa'tion an% high "ran% s+it'hing)

STRATEGIC APPROACH TO DEVELOPING THE BRAND EXPERIENCE

Or goa$ is to ha(e the "ran% em"o%# an e2!erien'e that is (a$a"$e, o!tima$, an% 'annot

"e %!$i'ate% "# 'om!etitors)

MOMENTUM EXPERIENTIAL MARKETING SERVICES

The $timate goa$ of 5omentm E2!erientia$ 5ar*etingX is to 'reate ho$isti' "ran%

e2!erien'es for 'stomers) Or strategi' a!!roa'h is gi%e% "# a sim!$e form$a;

1ran% Z Re!tation in the mar*et!$a'e [ 7romise to the mar*et!$a'e [ E2!erien'e of

'stomers

BRAND REPUTATION 8*& '# 5(#')"+#9

The first ste! is to %e(e$o! a 1ran% Foot!rintX) The 1ran% Foot!rintX is 5omentmJs

ni9e too$ for %efining a "ran%Js essen'e) The 1ran% Foot!rintX is a 'oherent statement

of a "ran%Js meaning an% !ersona$it#)

S!e'ifi'a$$# it em"o%ies;

:hat the "ran% means) :hat the "ran% means is +hat a "ran% gets 're%it for

in the e#es of 'onsmers / its re!tation a'ross a nm"er of *e# %imensions) For

e2am!$e, 1a#er means as!irin, %o'tor re'ommen%e%, an% !re(ention against heart

atta'*s)

:hat the "ran% is) :hat the "ran% is is ho+ +e +o$% %es'ri"e the "ran%Js

%ominant !ersona$it# traits / genera$$# those that 'orres!on% to its !rin'i!a$ meanings)

For e2am!$e, 1a#er is e2!erien'e%, safe, an% (ersati$e)

BRAND PROMISE 8'$ '# 5(#')"+#9

The 1ran% Foot!rintX !ro(i%es 'riti'a$ insight into ho+ the "ran% is !er'ei(e% in the

mar*et!$a'e@ this n%erstan%ing a$$o+s s to "i$% meaningf$ re$ationshi!s +ith

'onsmers) The re$ationshi! is a !romise that their e2!erien'e +ith the "ran% +i$$ "e

B


52/82

!ersona$$# re$e(ant, 'onsistent, meaningf$ an% memora"$e / an e2!erien'e that +i$$ "e

soght after time an% time again)

A 1ran% 7romise is essentia$$# a reason for "eing, a 'om!an#Js $ong/term am"ition for

their "ran%) It en'om!asses ho+ the 'om!an# (ie+s its in%str# to%a# an% tomorro+ an%

the ro$e the# +ant their "ran% to !$a# in it) It see*s to 'ar(e ot a !remim, non/

%!$i'a"$e !oint of %ifferentiation in the mar*et!$a'e)

A 1ran% 7romise sets forth the fon%ation nee%e% for organi-ations to fo's in on ho+

the# +ant the e2terna$ +or$% to (ie+ the "ran%, re%esign o!erations an% strategies in

or%er to %e$i(er on the !romise, an% then %e(e$o! mar*eting 'ommni'ations to fit +ith

the image the# are tr#ing to !ortra#)

A 1ran% 7romise in'or!orates e(er# as!e't of a "ran%Js "siness mo%e$ in or%er to 'reate

a ho$isti' "ran% e2!erien'e for the 'onsmer) At 5omentm, +e *no+ that !"$i'

im!ressions of "ran%s are "ase% on$# in !art on 'ommni'ation an% !"$i' images) 5ore

than an#thing, the# are "ase% !on the %ai$# e2!$i'it an% im!$i'it intera'tions that !eo!$e

ha(e +ith a "ran%) In other +or%s, the E2!erien'e)

BRAND EXPERIENCE 8$% +'$5#(9

E2!erien'es are !ersona$ e(ents that o''r in res!onse to some stim$ation e)g) as

!ro(i%e% "# mar*eting efforts "efore an% after !r'hase) An e2!erien'e in(o$(es the

entire $i(ing "eing an% 'an "e infse% into a !ro%'t, se% to enhan'e a ser(i'e, or 'reate%

as an entit# into itse$f) E2!erien'es !ro(i%e 'onsmers a +a# to engage !h#si'a$$#,

menta$$#, emotiona$$#, so'ia$$# or s!irita$$# in the 'onsm!tion of the !ro%'t or ser(i'e

ma*ing the intera'tion meaningf$ an% rea$)

A 'om!rehensi(e set of 5omentm E2!erientia$ 5ar*etingX Ser(i'e Dri(ers 'reates the

o!tima$ 'onsmer "ran% e2!erien'e for #or !ro%'t or 'om!an#)

5omentm E2!erientia$ 5ar*etingX Ser(i'e Dri(ers ,

Commni'ations

A%(ertising

7romotions

Co/1ran%ing

E(ents

S!onsorshi!s

B4


53/82

7ro%'t 7$a'ement

Visa$Ver"a$ I%entit#

Name

8ogos an% Signage

7ro%'t 7resen'e

7ro%'t Design

7a'*aging

1ran% I'ons

:e" Sites an% E$e'troni' 5e%ia

Site D#nami's

In smmar#, to effe'ti(e$# %e(e$o! a "ran% e2!erien'e that is meaningf$ an% 'ontina$$#

soght after, +e mst;

F$$# n%erstan% the meaning of the "ran%, its !ersona$it# an% +hat 'onsmers

are +i$$ing to gi(e the "ran% 're%it for in the mar*et!$a'e / 1ran% Foot!rint)

Re$ate the "ran% to the 'onsmer in ni9e, 'onsistent, re$e(ant an% meaningf$

+a#s, 'reating a non/%!$i'a"$e !oint of %ifferentiation / 1ran% 7romise)

Rea$i-e the !romise in e(er# intera'tion the 'onsmer has +ith the "ran% / The

E2!erien'e)

De(e$o!ing a son% strateg# +i$$ a$$o+ s to %etermine the "est +a# to a'ta$i-e the

!romise as !art of a f$$/s'a$e 'onsmer e2!erien'e !$atform) 5omentm E2!erientia$

5ar*etingX Ser(i'es ena"$e s to "ring the e2!erien'e !$atform to $ife)

B(&0 C*'*#&*)

W '# B(&0 C*'*#&*) S#(/*+# 7 +(#'#0:

De to the re(o$tion in g$o"a$ 'ommni'ations an% 'ommer'e, 5'Cann/Eri'*son

:or$%Gro! re'ogni-e that there has "een a sea 'hange in the !er'e!tion of "ran%s)

1ran%s, these g$o"a$ i'ons, ha(e "e'ome the ne+ s#m"o$s, the ne+ 'oats of arms that

re!resent (ast g$o"a$ 'onstitents) The# 'ross "or%ers an% nationa$ '$tre at +i$$) The#

are neither !ro%'ts nor 'om!anies@ the# are +or$%+i%e 'onstiten'ies of mi$$ions aron%

the g$o"e "on% "# 'ommon "e$iefs, (a$es an% !oint of (ie+ that trans'en% a$$

B>


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tra%itiona$ "on%aries) The# ha(e "e'ome re!ositories an% s#m"o$s of a g$o"a$

'ommnit# of in%i(i%a$s +ho share 'ore (a$es, $ifest#$es an% "e$iefs)

1ran% Citi-enshi!X is a ser(i'e that fa'i$itates the %e(e$o!ment of mar*eting an%

'ommni'ations strategies in this e(er more g$o"a$ 'onstiten'# $e% mar*et en(ironment)

It "egins +ith the %e(e$o!ment of ne+ min%set too$s, an% !ra'ti'es "efore mo(ing on to

ho+ "ran%s an% 'or!orations sho$% o!erate in a +or$% +here "ran%s "egin to s!er'e%e

states an% other organi-ations)

1ran% Citi-enshi!X ti$i-es the (er# $atest thin*ing in 'onsi%ering the "ran% in its ne+

en(ironment) The ro$e of the "ran% ste+ar% in +or$%+i%e 'onstiten'# management is

e2amine%; in !arti'$ar ho+ he i%entifies his 'iti-enshi!, an% the means an% metho%s to

enter a %ia$oge +ith the 'iti-en) Ana$ogies are %ra+n from the !ast in or%er to gain fresh

insight on the ro$e an% the res!onsi"i$ities of the "ran% ste+ar% / someone +e 'ome to

'onsi%er more a*in to a $ea%er of a nation rather than a manager of a !ro%'t) Attention is

a$so gi(en to the ro$e of the em!$o#ee +ho !$a#s a (ita$ !art in 1ran% Citi-enshi!X "#

'reating an% !er!etating the "ran%)

The 1ran% Citi-enshi!X Ser(i'e in'or!orates the se of other 5'Cann/Eri'*son

!ro!rietar# too$s s'h as The 1ran% Foot!rintX an% The Se$$ing Strateg#X as %etai$e%

in The Roa%ma! to Effe'ti(e Commni'ationsX in the !ro'ess of managing g$o"a$

1ran% Citi-enshi!s) This !ro'ess is "ro*en %o+n into three *e# areas / 'iti-enshi!

%efinition too$s, 'ommni'ations 'orri%ors an% a !er(asi(e +or$%+i%e s#stem)

The 1ran% Citi-enshi!X Ser(i'e has !ro(en (a$a"$e to a range of 5'Cann/Eri'*son

:or$%Gro! '$ients aron% the +or$%) :e "e$ie(e that in the in'reasing$# 'om!etiti(e

g$o"a$ (i$$age in +hi'h +e o!erate, or 1ran% Citi-enshi!X Ser(i'e +i$$ "e'ome e(en

more (a$a"$e in the ftre)

SWOT ANALYSIS:-

STRENGTHS:-


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> On the 'reati(e a"i$it# front, 5' Cann Eri'*son "ags thir% !osition in the $ist of

to! ten a%(ertising agen'ies)

5' Cann Eri'*son is a +or$%+i%e organi-ation +ith its roots firm$# !enetrate%

into the soi$s of a%(ertising an% mar*eting +ith man# s"si%iaries an% gro!

'on'erns , 5' Cann Eri'*son has aggressi(e$# ta!!e% the +or$% mar*et an%

'onso$i%ate% its gron% in a$$ s!heres)

B 5' Cann Eri'*son is a high$# !rofessiona$$# manage% organi-ation) Its e2e'ti(es

are its ma&or assets as is '$ear from their 'ontri"tions to 5' Cann an% their

!ortfo$ios)

0 In In%ia, an o(era$$ "asis i)e) on the gron%s of 9a$it# of '$ient ser(i'ing, o(era$$

'reati(e 9a$it#, a''ont !$anning, o(era$$ !artnershi!, me%ia, mar*et re'ognition,

o(era$$ organi-ation!eo!$e, "i$$ing !ro'e%res, management of finan'ia$ %ea$ings

+ith '$ients 6$ogisti's, 5' Cann stan%s th in the $ist of To! 4 agen'ies)

5' Cann Eri'*son.s "iggest strength is the 9a$it# of hman resor'es it

!ossesses) :ith !eo!$e $i*e Sora" 5istr# +ho is the CEO Soth/Asia 5' Cann/

Eri'*son , Santosh Doshi, 7rasoon Koshi an% Chintamani Rao, 5' Cann not on$#

ra'es ahea% of agen'ies $i*e Contra't , 5%ra an% 8eo 1rnett "t a$so has a hge

!otentia$ for the ftre) 7rasoon Koshi, ear$ier 'reati(e %ire'tor of O65.s 5m"ai

Offi'e, no+ a nationa$ 'reati(e %ire'tor of 5' Cann Eri'*son is the se'on%

amongst In%ia.s hottest 'reati(e %ire'tors) In a short !erio% of time, he has

manage% to !stage a nm"er of hea(#+eights to sit !rett# at nm"er t+o on the

$ist of most a%mire% 'reati(e %ire'tors)

WEAKNESSES:-


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> As far as me%ia !$anning is 'on'erne%, ni(ersa$ 5'Cann is not (er# strong) It.s

on the th !osition an% &st fo$$o+e% "# R ? S+am# )In terms of mar*et

re'ognition a$so, 5' Cann is not (er# 'omman%ing) 5'Cann Eri'*son hasn.t

"agge% too man# a+ar%s an% it.s a$so not (er# strong at managing its 7)R

Uni(ersa$ 5'Cann a$so $ags "ehin% most of its 'om!etitors in me%ia "#ing an%

!$anning) That is to sa#, it %oes not in'r m'h of an e2!en%itre on a%(ertising

i)e) "#ing me%ia, resear'h an% %e(e$o!ment)

OPPORTUNITIES :-

19 5'Cann Eri'*son is a +or$%+i%e organi-ation @ ha(ing its "ran'hes in man# !arts

of the +or$%) :ith internationa$ tie/!s an% s"si%iaries in e(er# noo* an% 'orner

of the +or$%, 5'Cann is in a (er# strong !osition to fritf$$# ta! the resor'es

ni9e to e(er# 'ontr# an% a$so ma*e an o!timm e2!$oitation of the 'on%itions

an% the en(ironment !re(ai$ing in ea'h of these nations)

29 5'Cann is em!o+ere% +ith !rofessiona$s ha(ing %i(ersifie% e2!erien'e an% s*i$$s

in the fie$% of a%(ertising an% mar*eting) This 'an "e ti$i-e% "# the organi-ation

in o(er'oming its a"o(e/mentione% +ea*nesses to a greater e2tent)

39 Em!o+ere% +ith a +or$%+i%e re!tation, 5'Cann is a$so 'a!a"$e of %i(ersif#ing

into other se'tors of a%(ertising an% mar*eting an% a$so other forms of me%ia)

1esi%es, "eing an organi-ation of internationa$ re!te, it is a$so 'a!a"$e of

re'riting some of the "est !eo!$e in the in%str# on +hose in%i(i%a$ strengths it

'an 'ontine to remain a +or$%/$ea%er an% a trai$/"$a-er in this fie$%)

THREATS :-


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Ch$ormint, the other a% 'am!aigns of 5'Cann ha(e $a'*e% 'reati(it#) So in or%er

to remain in the to! frame, 5'Cann has to 'on'entrate on its 'reati(it#)

> 8a'* of !ro!er me%ia !$anning is a$so a ma&or threat for 5'Cann) It has to

im!ro(e a $ot on this as!e't to sr(i(e the 'om!etition)

ADVERTISING AGENCY =

M U D R A

HISTORY

It +as a rather hm"$e "eginning @No thn%er, no $ightning, no gar%ian ange$s

sho+ering of "$essings

In #ears hen'e, 5%ra ha(e


58/82

“The#.re 'om!$ete$# in(o$(e% in the "ran%) The# ta*e an a'ti(e ro$e an% see them as a

!artner)”

/Amit Katia, 5D

5'Dona$%.s Har%'ast$e Restarants)

S)*(*'

E(er# "ran% has a %es'ri!tor) E(er# "ran% has a "ase$ine) An% "eing in the "siness of

'reating them ma*es 5%ra e$igi"$e for for

5a%e in In%ia

5%ra +as 'reate% "# a gro! of in%i(i%a$s +hose on$# 're%entia$s +ere "eing In%ian

an% *no+ing In%ia Together the# too* In%ia to the In%ian an% +ent on to "e'ome the

$argest In%ian a%(ertising

agen'# 5%ra starting +ith the name is ma%e in In%ia, for In%ia, "# In%ians

S''ess is 5%ra.s O2#gen It is 'onstant %is'ontent an% 'ra(ing that has ta*en 5%ra

+here the# are It has for'e% them to 'ontina$$# raise their o+n "en'hmar*s there"#

he$!ing them sta# ahea% of the 'om!etition) “S''ess is +hat *ee!s them going, s''ess

is +hat the# *ee! going for”

PIONEERS IN ADVERTISING INDUSTRY

In an in%str# that sets tren%s, to "e a tren%setter is no mean a'hie(ement) Yet, in the 4>

#ears of its e2isten'e, 5%ra has set tren% after tren%) To the e2tent that if it is something

ne+, 5%ra is some+here in the !i'tre) Here are some of the e2am!$es ;

It +as 5%ra that first ga(e In%ia %o"$e s!rea% 'o$or a%s

It +as 5%ra that first s!onsore% 'ommer'ia$ te$e'ast of a ma&or s!orting e(ent

+ith the In%ia/:est In%ies series of

It +as 5%ra that first "ran%e% a !"$i' isse, \Re$ian'e ?ha-anaJ

It +as 5%ra that ma%e In%iaJs first te$efi$m, \KanamJ

It +as 5%ra that ga(e Door%arshan \Ra&ani, the seria$ that hera$%e% a ne+

'onsmer a+areness in In%ia

It +as 5%ra that ga(e In%ia its first a'a%em# for a%(ertising The 5%ra

Institte of Commni'ations, 5ICA

B


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It +as 5%ra that ga(e In%ia its first transnationa$ agen'#, 5%ra Internationa$

It is 5%ra that ga(e In%ia her first a%(ertising ar'hi(es, the 5AGIn%ia

DIVISIONS OF MUDRA

DIVISION PROFILE

P!"*+ R#"'*$&:

H$(*$&

Hori-ons is 5%ra.s 7R %i(ision) Crrent$#, it has three f$$ ser(i'e offi'es in De$hi,

5m"ai an% 1anga$ore +ith a''ess to hman resor'es an% infrastr'tre in Ahme%a"a%,

Ca$'tta, Chennai, Chan%igarh, H#%era"a%, In%ore, Kai!r an% 7ne

Hori-ons is an affi$iate of 7orter No(e$$i Internationa$ the +or$%Js thir% $argest 7R

net+or* s!rea% a'ross 'ontries +or$%+i%e)

O(er the !ast ten #ears, Hori-ons has "een instrmenta$ in he$!ing '$ients from (arios

in%stries enter the In%ian mar*et) An% ha(ing +or*e% +ith a range of '$ients gi(es

Hori-ons the e2!erien'e to han%$e !ro&e'ts of an# *in% an% magnit%e)

Hori-ons han%$e the 7"$i' Re$ations a'ti(it# not on$# for some of 5%raJs '$ients "t for

a $arge nm"er of other 'or!orates as +e$$)

A'ti(ities in'$%e

'ommni'ations strateg#,

5e%ia re$ations, 'or!orate 'ommni'ations, "ran% 'ommni'ations, e(ent management,s!onsorshi!s,

Em!$o#ee 'ommni'ation an%

Crisis management)

F$&0#(

A.G. K(*&5(' :-

:e are not rea$$# sre +hether the $o'a$ astro$oger sa+ +hat the "o# "orn on the 4th of A!ri$,


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In Q0, he &oine% Ca$i'o 5i$$s in Ahme%a"a% an% in Q4, mo(e% to their a%(ertising

agen'#, Shi$!i A%(ertising In Q0 he mo(e% to Re$ian'e In%stries as their a%(ertising

manager For #ears $ater, on 4Bth 5ar'h,


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0 A+ar%s of 5AG

4< ] Tota$ a+ar%s B


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In


63/82

SWOT ANALYSIS OF ADVERTISING AGENCIES - A COMPARATIVE

M&,*&, D*(#+'$( < C*#% E;#+'*/# O%%*+#(

M(. M0( K5'

E;#+'*/# D*(#+'$( < C*#% C(#'*/# O%%*+#(

M(. A"& DS$

N#7 I&*'*'*/#

M(. R. L5*&(&&

L#0#(*) L#(&*&, <

C&,#

M(. P(!*( P('

T$'" B(&0*&, 8S$'9

M(. D*"*) U)0

E;#+'*/# D*(#+'$( < H#0

B(&+#

K$"'

CFO H#5&'

M*(

D*(#+'$( A5(*'#&0 R$

M5!*

P(#*0#&'

J0#

F#(&&0#

B&,"$(# <

C#&&*

V*+# P(#*0#&'

S.

R0(*&&

B(&+ D*(#+'$(

A$

V*0,(

H0#(!0

K$+*

V*+#

P(#*0#&'

M(. B"

D#)&0#

M&,#(

M(. G.

S#(#&*'

A5#

B0

E;#. V

P(#*0

M(

C&0N'

0>


64/82

STUDY

S$No$

a%i%Na"e o& t'e age!cy

Natio!a# Age!cie% I!ter!atio!a# Age!cie%

(e)ec Mudra Ca!co Carat McCa!!Erci*%o!

* %oes the agencyconduct a S+O,

Analysis of itsclients i.e. hether it assesses thestrengthsea"nesses of itsclients and hether it ma"es anassessment of thelevel of "noledgepossessed by itsclient pertaining to

the field of advertising

/es /es /es /es /es

0 %oes the agencyhave anyinternational tie-ups

1o 1o 1o

,his is aninternationalagency ithsubsidiariesall over the

orld

,his is aninternationalagency ith

subsidiaries alover the orld

2 %oes the agencyen3oy patronagefrom anymultinational clients4

/es /es 1o5ostly theclients are

multinational

5ostly theclients are

multinational

6 Scope of operations

5edium Large 5edium Large Large

7 %oes the agencyspecialise in anyone type of media 4

/es /es 1o /es 1o

8 5edia in hich theagencies specialise

!rint !rint ,here is nosuch onemedia in hichthis agencyspecialises

9lectronic ,here is no sucone media ihich thagencyspecialises

: ;uality of humanresource

,he top levelof management

does notcomprise of people hoare from thefield of adveritisingor ho arehaving somesort of ane


65/82

,hough theymay be ell-groomed intheir decision-ma"ing

abilities andframing of policies theydon=t havethat proper academicbac"ground

the agency and having ane


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COMPARISON ETWEEN +ROSS INCOME O, TOP -. A+ENCIES

S$No$ A+ENC +ROSS INCOME 0R%$ I! #a*'%1

0-2231

* J+, 0@:62

0 O ) 5 *07>:.6

2 5udra *@8?8

6 FC(-Gl"a >86>.67 'ediffusion %/ ) ' :[email protected]

8 5cCann-9ric"son India Ltd. 8*>2.8

: ' & Samy H ((%O Advertising 66*7.?

> $rey +orldide ID !vt. Ltd. 607@

? Leo (urnett India !vt. Ltd. 2:7?.*

*@ Contract 20@?.>

** 9uro - 'SC$ 2@8@

*0 !ressman Advertising 0?0>.6

*2 5AA 08:8

*6 I()+ Communications 0887.:

*7 ,riton Communications !vt. Ltd. 0*>8.0

*8 Ambience %=Arcy 0*>@

*: (ates India 0*@:.0

*> !ercept Advertising Ltd. 0@:8.8

*? Saatchi ) Saatchi *7??.>

0@ ,(+A Anthem *62>.?

0* 9verest *20?.8

00 5adison Communications !.Ltd. **6>

02 SSC ) ( Lintas **0@

06 !ublicis **@>.*

07 ;uadrant ?>7.>

00


67/82

G($7' $% A0/#('**&, A,#&+*# :

The =IIth Agen'# Re!ort of A65 maga-ine ma*es the remar*a"$e %is'$osre that the a%

in%str# remaine% stea%# in 4/)B< !er 'ent, on$# s$ight$#

$ess than the =Ith Agen'# Re!ortJs figre of 4)> !er 'ent for


68/82

the a%it/'ertifie% figre that agen'ies s"mit to A65) 1t it %oes inf$en'e the +a# +e

s!ea* of the in%str#Js si-e, the sr(e# sai%)

In r!ee terms, the Gross In'ome of the To!


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To4 -2 Adverti%i!g Age!cie%

RANK AGENCY

1-QQ 2QQQ-Q1

< < Hin%stan Thom!son Asso'iates 8t%4 4 Ogi$(# 6 5ather 7(t 8t%

> > 5%ra Commni'ations

FC1/U$*a A%(ertising 8t%

B B Re%iffsion/DY6R

0 0 5'Cann Eri'*son In%ia 8t%

R ? S+am#11DO A%(ertising 7(t 8t%

Gre# :or$%+i%e I 7(t 8t%

8eo 1rnett In%ia 7(t 8t%


70/82

> > ITC 5ar 4< )>4 /)0

Da"r In%ia 5ar 4< 0)>

//


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Re%iffsion DY 6 R


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Ma6or Adverti%er% )y Regio!

-223 To4 32 Mu#ti!atio!a# Adverti%i!g Age!cie% 0Ad Age I!t!#$5 A4ri# -22-1


73/82

GROWTH OF ADVERTISING AGENCIES

Year No)of Agen'ies Year No)of Agen'ies

/


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SUGGESTIONS AND RECOMMENDATIONS

The +or$% of a%(ertising an% a%(ertising agen'ies has e2!erien'e% a re(o$tion) It.s a

&ng$e ot here, the one +ho s$a#s sr(i(es) In an attem!t to "e fier'er an% otsmart the

'om!etitor.s, to%a# the agen'ies %on.t s!are a se'on% thoght in going to an# heights)

a$it# is 'om!romise%, games are !$a#e% an% the !oor 'stomer is ma%e the s'a!egoat)

Co%e of 'on%'t is restri'te% to !a!er, the rea$it# is %ifferent an% %ar*er than it a!!ears)

:e ma# fin% agen'ies %oing some honest "siness "t the names are fe+ an% hear% on'e

in a "$e moon) In a "i% to 'on9er the +or$%, +e ha(e seen man# a agen'# "e'omingA$e2an%er) In (ie+ of the 'rrent s'enario an% +ith a (ision of the ftre, the fo$$o+ing

re'ommen%ations 'an "e 'ite%;/


75/82

agen'ies ma*ing misse of sitations of immense tension an% riots in !ro!ogan%ing their

!ro%'t in a "i% to ra*e in a "ig fortne)

4 Agen'ies mst "e ma%e to 'ontri"te a fi2e% !er'entage of their gross in'omes for

a%(o'ating so'ia$ 'ase) This +i$$ a$so he$! agen'# earn a (er# goo% !atronage an%

ma2imi-e 'stomer $o#a$t#)

> There sho$% "e 'ertain stan%ar%i-ation of fees an% "en'hmar*s sho$% "e $ai% %o+n

for the a%(ertisements that are !t on %is!$a# on or min%s, in as!e'ts of 9a$it#,

(ie+orshi!)

The# sho$% im!ro(e their a''essi"i$it# an% trans!aren'#) Thogh "ig agen'ies 'ater to

the nee%s of the e$ite, the# sho$% a$so "e a(ai$a"$e to the $ess %e!ri(e% ones too)

E%'ation an% *no+$e%ge sho$% "e s!rea% throgh these agen'ies in the form of

a%(ertisements)

B 7ro%'ts an% ser(i'es sho$% "e ma%e to !ass throgh se(era$ tests "efore the# are !t

to %is!$a#) A$so a S:OT ana$#sis of the !ro%'t or the ser(i'e to "e a%(ertise% sho$% "e

ma%e)

0 After sa$es/ser(i'e sho$% "e im!ro(e% an% 'stomers sho$% "e s!ontaneos$#

atten%e% to in times of %issatisfa'tion an% a!!ea$)

Ser(i'es !ro(i%e% sho$% "e %i(ersifie% an% ne+ a(enes sho$% "e ta!!e% for o+n

gro+th an% for !ro(i%ing "etter ser(i'e to e(er#one)

Otsmarting 'om!etitors in a "i% to 'a!tre the mar*et at the 'ost of 9a$it# an%

'stomer +e$$/"eing sho$% "e re!$a'e% "# hea$th# 'om!etition an% a hmane to'h)

Co/o!eration sho$% "e !ro(i%e% at a$$ $e(e$s an% a''essi"i$it# e(en to the master

min%s sho$% "e im!ro(e% for "etter management an% "etter re$ationshi!s)

B


76/82

CONCLUSION

From the st%# !resente% hereina"o(e, +e 'ome to *no+ man# fa'es of the m$ti/

fa'ete% +or$% of a%(ertising agen'ies, some %ar* horses an% some aggressi(e $ions) Ea'h

an% e(er# agen'# is a +or$% in its o+n ///// +ith ni9eness in its mo%s o!eran%i,

(arian'e in their aggressi(eness an% intensities an% re$ati(it# in their !ositions) From

agen'ies 'atering to the nee%s of $o'a$ise% +ith a mo%est $e(e$ of infrastr'tre an%

hman resor'es, +e ha(e seen *ing/si-e ones +ho ma*e it to the Cannes e(er# #ear) The

aim is the same, the game is %ifferent) The goa$ is the same, the "a$$ is %ifferent) The

mission is the same, the (ision is %ifferent an% the o"&e'ti(e is the same, the !ers!e'ti(e

is %ifferent) The# are a$$ !re!aring the same %ish to satisf# gests $i*e s "t their re'i!e

is ni9e) Their mano(era"i$it#, ($nera"i$it# to threats, o!!ortnities, strengths an%

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