Mudra communication limited

Mudra communication limited

Introduction;
One client Vimal and a 500 sq ft office that was Mudra in the year 1980 They were a small agency tucked away in Ahmadabad with one clearly Articulated goal to be a top 5 agency .there ambition with an almost manic obsession by creating the best contemporary advertising that had our client and other people taking notice. As a young agency operating out of Ahmadabad its growth was driven helping small business with big ambition explode their brands to the country at large. With in 9 years they were the largest Indian advertising agency. HISTORY POINTS : Mr. A. G. Krishnamurthy founded Mudra communication on 25th march 1980 Mr. Krishnamurthy started his advertising career with Shilpi advertising in 1976 He moved to Reliance Industry as advertising manager 4years later he founded Mudra communication Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudra has 125 client this multifold increase is a testy many to his passion and zeal In 1991 he created the Mudra institute of communication Ahmadabad (MICA) the only advertising school of it s kind in Asia In 1995 Mr. Krishnamurthy was nominated as advertising person of the year

PROFILE OF MUDRA COMMUNICATION LTD

Head quarter Industry Type Status Mumbai Marketing and advertising Privately held Operating

Mudra communication limited Founded Sanjay Sharma Company size Web site 1980 New president(North & East) 501-1000 employees www.Mudra.com

Members in the management of the Mudra communication ltd

Name
Sebastian Joseph Mohit Bhagchandani Joy Deep Dasgupta Sonal Jheej

Designation
Executive, vice-president and head technology Country head, Mudra sport Vice president and national strategic, planning head Account planner

Present situation of Mudra communication;

It was started in 1980 Mudra rose to become the 3rd largest agency in the country. In a short span of nine years, today the Mudra group is one of the India s leading marketing communication networks The group utilizes it s deep understanding of consumers brands and media to deliver creative business solution A customized and collaborative approach helps it s client build enduring and profitable brands The group offers integrated communication services through its platform (1) Mudra and DDB (2) Mudra (advertising) (3) Mudra max (integrate communication planning and implementation) (4) Mudra health and life style (health and life style advertising) (5) Water (brand strategy and design consulting) In the present year Mudra is poised to exceed a turnover in excess of 15 billion at it continues to maintain it s aggressive growth rate. Mudra is one of the management admired marketing communication network in the country a highly rated agency both by client and industry. Mudra south won the agency of the year at the ad club Cochins paper awards

Achievements of the Mudra communication ltd

*It was a Mudra that first gave India double spread colors ads *it was Mudra that first sponsored commercial telecast of a major sporting event with the India and west Indies series of 1983

Mudra communication limited *it was Mudra that first branded a public issue Reliance Khazana *it was Mudra that made India s first telefilm Janam *it was Mudra that gave Doordarshan Rajani .The serial that heralded a new consumer awareness in India *it was Mudra that gave India s it s first academy for advertising. THE Mudra Institute of Communication (MICA) *it is a Mudra that gave India s advertising community its first advertising archives marketing and Advertising Gallery(MAG)

MEMORABLE ADVERTISING
Mudra has created some of the most memorable advertising in India they are; 1. Only Vimal

2. I Love You Rasna

3 My Daddy Strongest

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4. The World in Your Pocket

6 The Mint With The Hole

7 Team Samsung

Mudra communication limited 8 McDonalds Mein Hai Kuch Baat

9 Kar Lo Duniya Muthi Mein

People working in an agency:

Accounts Executive: It is a key career option in advertising agency. He is
called an Account Director when he is a member of the Board. He is a link between a client and his staff. The marketing or advertising department of the client briefs him. He communicates this to the agency people. He reaches out to different clients for seeking new business. Even clients who want an agency' to work for them contact the accounts executive. This business development work makes it virtually a marketing manager of the agency. Do right-brained people make better account directors? The faculties of logic and reason are supposed to reside in the leftbrained people. While intuition and creativity are believed to be in the right. So far, accounts director was considered suitable if logical and systematic, i.e., left-brained. But if he has to motivate a team, he should be inspiring and creative too, i.e., right-brained. Copywriters: They are the wordsmiths who do the wording of an advertisement. They are bright and talented. They have a flair for language. They contribute to the theme of an advertisement. Creation of successful copies for different clients establishes them in this field.

Mudra communication limited Visualisers: These are artists who put on paper what has been thought out by the copywriter. They in fact design the ad. Creative Director: He co-ordinates the copywriting and designing. He is a senior professional who is seasoned in an existing advertising agency set-up to take on this mantle. Production Department: Persons of diverse talents like printing technology, DTP, photography, typography etc. are involved here. Media Planner: He has to allocate the advertising budget amongst media. He has to select the appropriate media. He decides about the frequency, size and position of an advertisement. He decides about its publication date. He receives the tear-off copies from the media when the ad is published. He is guided by the media research, which he undertakes, or by research undertaken by an outside agency. Media is the most professionalized department of advertising agencies. Marketing Research: Modern agencies are integrated set-ups. They provide a range of marketing services. Research data become very useful as input to the creative process. The Media : Most of the media today sustain on advertising revenue. They sell space or time. While selling space or time, they have to convince the client about the reach of their media vehicle, the composition break-up of their readers and the pricing of their space/time selling. They monitor the market, survey their readers, and highlight their readers' demographic and geographic characteristics. They also maintain relationship with the media department of advertising agencies who buy space/time on behalf of clients. Ancillary Services : These are needed to produce/create advertisement. A whole range of services like studio service, photographic service, printing service, gift item producers etc. fall into this category. Freelancers : These are professionals who work independently and have a successful track record. They are copywriters, jingle singers, radio announcers, artists, visualizers, technical writers etc.

Organization Structure of Advertising Department

All major advertisers maintain an advertising department. The structure of the department however may vary from one organization to another, as each one tries to develop a form, which is most suited to one's requirements. The principal forms of organizational structure are based on

Mudra communication limited sub functions of advertising, such as copywriting or artworks communication media geographical spread product and End users.

Irrespective of the specific form, the advertising department has to perform several functions. Principal among these are setting advertising goals, plans and budget, selecting the outside ad agency, maintaining contacts, providing support to the marketing staff and monitor the functioning of the ad agency. Selecting the ad agency is one of the important tasks of the advertising department. Several criteria, including experience, size, track record and the quality of the personnel, are considered in the selection process. As you know, there are different categories of advertisers. Depending upon their functions, each organization develops its own structure, of which advertising department is a part. What is important in this connection is to analyze the functions an advertisement department is expected to perform.

Organization is a Manufacturing UnitManufacturing firms carries out bulk of advertising. It is therefore, necessary to understand the various principles on which the advertising department can be organized in manufacturing units. The basic principles are: (a) By Sub-functions of Advertising :Advertising as a function can be segmented into its various components, such as, Copywriting, Art Production and Media. A specialist who in turn reports to the advertising manager can handle each component.

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Advertising Manager

Copywriting Manager (b) By Media

Art Manager

Production Manager

Media Manager

Advertising Manager

Newspaper

Broadcasting

Magazine

TV

Outdoor

Direct mailing

By Product Advertising Manager

Product A (d) By Geography

Product B

Product C

Product D

Advertising Manager

Zonal Manager A

ZM(B)

ZM (C)

(e) By End User Advertising Manager

Consumer Market Manager

Institutional Market Manager

Government Market Manager

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Reporting Structure:
The advertising manager has to report to somebody who is higher up in the organizational structure. To whom the advertising manager would depend upon how much importance advertising is given to the total operations of the firm. There are several alternatives. These are: Report to the Chief Executive (Chairman/MD.) Report to the Director (Marketing) Report to the divisional head if the firm is a multi-division firm and responsibility is delegated at the division level.

Services offered by agency ;-Total Advertising Services :Strategic planning, creative development and media services for advertising, particularly in television, newspapers, magazines and radio; providing the best creative designed to capture the imagination of consumers Marketing Services: Provision of a number of advertising related services, including sales promotion, market research, PR and event marketing. E-Solution Services : e-solution services, including system integration services, e-business consulting and customer relationship management (CRM), Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and e-promotions using the Internet and mobile. Content Business: Sales of sponsorship, broadcasting and other rights, and the production and marketing of such media / content as sporting events, films, TV programs, animated content, music and other forms of entertainment. Integrated Media Services : Bringing value to both clients and mediarelated companies by offering a wide range of media solution services Sales Promotion : Providing comprehensive sales promotion planning designed to complement mass media and other activities Event Marketing : Assisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications

Mudra communication limited Integrated Branding Services : Assuring clients the highest quality of branding services for their communication needs

Services: Services are provided by the organization 1

Mudra is a today the largest Indian advertising agency .it s meteoric growth has been driven by some epochal work Mudra has created some of most memorable advertising like 1. Only Vimal 2. I Love You Rasna 3. My Daddy Strongest 4. Humko Binie Mangta 5. The World in Your Pocket Today it handles over 125 client nationally .though it s four independent units they are; 1 Mudra Mumbai 2 Mudra South (including Bangalore, Chennai, Cochin) 3 Mudra north Ahmadabad 4 Mudra north and east (including Delhi and Kolkata) Mudra often the entire spectrum of brand communication competency ranging from strategic planning brand management creative, Mudra is also one of the few agency networks in the country that offers a comprehensive suit of marketing services under one umbrella .these are supported by the largest national network among all agency.

2 Mudra health and life style (MHL);

It is specialize in the emerging common needs of the health core industry marrying in-depth understanding of the medical business with refreshing consumer doctor and channel insight it is uniquely positioned to address .the common requirement of the health and life style space MHL also has a strong track record in the domain of social common and pharmaceutical brand promotion. Mudra health and life style client included J&J medical buyer Bistol Myers Squibb, Alembic, Unicef & USV among others.

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CLIENTS
1. Paras Pharmaceuticals 2. Reliance Communication 3. Union Bank Of India 4. Life Insurance Cooperation Of India 5. Godrej 6. The Philips 7. Hindustan Unilever Ltd. 8. Pepsi 9. Jet Air Ways 10. Reliance ADAG 11. Spice Telecom 12. ICI Points 13. Union Bank Of India 14. Amrutanjan 15. Mahanagar Telephone Nigam Ltd (Corporate); 16. Indian Express (News Paper); 17. Mid-Day (Website); 18. Global Trust Bank (Banking); 19. Indian Tourism Development Corporation (Hotels); 20. Business Standard (Publications); 21. Raj TV (TV Channel); 22. Henkel Spic India (Detergents); 23. Godrej Foods; 24. Ahmedabad Electricity Co Ltd (Corporate); 25. LIC Of India (Insurance - Services); 26. Honda Siel Power Products (Gensets); 27. Satyam Computer Services Ltd (Satyam - Computer Software); 28. Satyam Infoway Ltd (Satyam - Internet Services); 29. Compaq (Compaq - Computers); 30. Cadila Healthcare Ltd (Everyuth - Healthcare); 31. Blow Plast Ltd (VIP Skybags - Luggage Carrier); 32. Dabur Ayurvedic Specialities Ltd (Nature Cure - Ayurvedic Products); 33. Henkel Spic India Ltd (Fa - Soap); 34. Hindustan Motors Ltd (Mitsubishi Lancer - Automobile)

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AWARDS

Mudra communication ltd. has got national and international awards.

1. International awards- Number of award-230 like Connes, D&AD, Clio, One show, Ad fest, communication arts, New York festivals and others 2. National awards Number of awards-825 like Abby, CAG, Ad clubs, AAAI show case of India advertising and others 3. Agency of the year 8 times Mudra founder A.G. Krishna Murty has been honored multi times including Calcutta Ad club Hall of fame A&M Ad person of the year Media international one of the international Ad industry 1998 AAAI premnrayon award recognition of pioneering spirit and entrepreneurial vision Mudra south agency of the year at paper award and the Ad club Cochin.

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SWOT Analysis of Mudra communication

Strength

Satisfying the need of the customers Meeting up the client requirements in time Innovative & creative in advertisement segment Quality in advertisement Global exposure with higher rewards & appreciation Efficient team working environment

Weakness

Pricing strategy Lack in promotion strategies towards increasing the brand name.

Opportunities

Entering in global market to attract global clients Being the oldest advertising agency in India, it brand among its clients- they have lot of client coming back with new product for getting advertised. In its successful journey, they lot of wonderful memorbal advertisement done by them- this has increased there brand image in the Indian market.

Threats

Challenging stiff competition from its competitors from both domestic & international levels. Changes in the taste & preferences of clients. Lack of creative minds & also too expensive in overall management.

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Competitors of the Mudra communication;

AGENCY
Adbur Pvt Ltd Akshara Advertising Ambience DArcy Chaitra Leo Burnett Pvt Ltd

PLACE
Ghaziabad New Delhi Mumbai Mumbai -

Conclusion:
In todays world which is fast moving & dynamic, peoples wants, need and desires are changing; its very important to know them and give them what they want. This is the main objective of advertising where ad agency plays major role in market research, making of creative, launching it in the market, taking the feedback of consumer and making any product famous and acceptable among consumers. Ad agencies are playing an important role in shaping present and future of not just selected brand but of entire company. There is no one -- sure-fire -- best way to advertise your product or service. It is important to explore the various advertising media and select those which will most effectively convey your message to your customers in a cost-efficient manner. Always to be remember, advertising is an investment in the future of your business. Ad agency is service industry it is growing very fast .talented people are hired and they are showing there creativity ability .the ad agency are providing services to the branded company carrying there advertisement campaign most effectively. They know how to attract the consumers .from one side agency are very costly they are charging more money for the advertisement campaign. On other side it is useful to the company .the ad agency can launch the company product in better way.

Mudra communication limited I think ad agencies are playing key role in-increasing the brand & performance of a product or services of a company. Thank to ad agencies contribution for changing our world of dreams & desire.

BibliographyMarketing management by Philip kotler Advertising principle practice by Burnett wells Mariraty www.google.com www.india advertising agency.com www.yahoo.com www.msn.com

Mudra Communications Ltd

Mudra House, Sheth CG Rd, Ellisbridge, Ahmedabad 380 006 Tel: (0091 79) 656 5659 Fax: (0091 79) 642 5058 Branch telephone numbers: Ahmedabad: (0091 79) 646 1530/23 Bangalore: (0091 80) 5588692 Delhi: (0091 11) 616 5290/92 Mumbai: (0091 22) 496 4800 Chennai: (0091 44) 825 0932, 8273151 Calcutta: (0091 33) 474 9084/85 Hyderabad: (0091 40) 3314181, 3390494 Kochi: (0091 484) 365750/301 E-mail: r.arora@mudra.com URL: www.mudra.com Capitalised billings: Rs 5232.54 million Television billings: N.A.