MBA DISSERTATION MODULE

PROJECT PROPOSAL

Candidate Name Raja Nachimuthu Enrolment Date: 26-04-2011 Registration number 109134378

Project Title: The role of Advertisement in an emerging market- A case study on SJS Pharma. Anticipated Hand in Date of Dissertation: December 2011 Project Background: Advertising plays a key role in majority of the industries in ever changing area of marketing communication. Shimp (2007) describes that marketing communication is a significant element of the marketing mix. Advertising plays a significant role in the achievement of organizations fiscal and nonfiscal targets. Advertising assists organizations in the creation of brand and making customers shift from one brand to another. Shimp (2007, p.15) defines Advertising as a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future and Yeshin (2006) defines that advertising focuses on influencing the attitudes of customers by explaining unique perceived benefits for the potential customers. Advertising can be termed as marketing tool incorporated by the organization to market their product and attain their strategic objectives and goals. Advertising has also undergone a change in the recent years from the normal information passing medium to the very integrated medium to influence the customer behaviours in terms of their buying and spending pattern. There is considerable range of modes of advertising like electronic media, print media, person to person selling and spreading word of mouth about the organization. The turbulent changes of the society have made organizations to think out of box to advertise their products and influence the customer behaviour. Organizations involve the customers in terms of getting inputs on their campaigns to advertise their products and customers help organizations with their valuable inputs especially to the brands that they vouch for. Organizations pursue different kinds of advertising campaigns related to their business objectives. Given the wide range of advertising channels and strategies available this dissertation will be focusing specifically on two of these, namely TV and Radio advertising. The most important objective of advertising like TV or radio or other means is to persuade people to act either in present and or in the near future to purchase their products and services. It focuses on influencing the customers behaviour. Many organizations like Cipla (www.cipla.com) and, Ranbaxy (www.ranbaxy.com)believe in branding their products directly to the end customers constituting business to customer advertising, however, business to business advertising also plays an important role in the success of the organization. Through advertising, the pharmaceutical organization like SJS Pharmas aim is to reach out to the customers and businesses in India In current era of competitiveness, organizations irrespective of the nature of their business, spend a lot on the advertising and pursue different measures of advertising.

Aim To analyze the effectiveness of TV and radio advertising in the Indian pharmaceutical organization SJS Pharma. Objectives 1. To investigate the radio and TV advertising role in the pharmaceutical organization SJS Pharma. 2. To investigate the role radio and TV advertising play in the case study advertising portfolio. 3. To critically analyze the impact of TV and radio advertising on the customers. 4. To compare the organizations TV and radio advertising with that of two major competitors. Scope of the project The undertaken research is focusing on the TV and Radio advertising impact on the Indian pharmaceutical organization SJS Pharma. The selected organizations main plant is in Noida near Indian Capital city New Delhi with the total overall manpower of 70 people including distribution centre staff in New Delhi and Punjab.SJS Pharma started their operations from Noida in 2009 with a staff count of 20 people and now they have staff count of 70. Procedures Research methodology Research methods are of two types Qualitative and Quantitative method. In this research both these methods are used. Quantitative method Quantitative method is derived from experimental and statistical methods. It focuses on quantity like how much and how many said by (Mayoux, 2005). Surveys are used in this research, and analyzed statistically for quantitative methods are taken. Qualitative method Qualitative methods are used for understanding the meaning and for investigating the issues which could not be measured (Mayoux, 2005). The case studies, informal interviews, video observations are used in this qualitative research Techniques used for research This is a (inductive/deductive) research and I will use both primary data and theories to analyse and achieve my research objectives and aim. Deductive approach ends in more specific by starting with general analysis. This can be called as a top-down approach. Inductive approach starts from specific observation and ends with general theories. It can be called as bottom-up approach. In this techniques the inductive approach is used to carry out the research Primary Research The research is collected through questionnaire, Personal discussions with company mangers through phones and emails. Data Collection: Data is collected by using Questionnaire which will have multiple choice questions. The data is collected one of the major city of India

Data recording: Data is collected and recorded by using questionnaire. The collected data is recorded in a prescribed format by consolidating the data in a single file. Target Group: Respondents who belong to different age group, gender, occupation, education, social class group, & geographic location etc are randomly selected.The data is collected from 50 employees. While it has not been possible to engage all the employees of the organization to conduct research, in total 50 people out of 70 at the company have been involved. Moreover it has not been possible to involve employees at other offices of the organization in other states, given the practicality of time, logistics and support. So the data collection is based on those at the HQ Plant Research Analysis: The collected data by using Questionnaire method is interpreted and analyzed by using various quantitative techniques. The analyzed data is shown in tabular form and by graphical representation. Finally Conclusions and suggestions will be given on the Research made by this study. Resources used for the research analysis: The following resources are used for Research analysis Software: Ms- Office and other Research design tools will be used for interpreting and analyzing the data. People: The data will be collected from the employees of the organization

MBA Dissertation Key Activities (Milestones) Proposal Writing Literature review Time-scale (Plan of action) Resources required (Equipment, software, personnel etc)

Internet is used to find out the study 1 week 3 weeks 1 week

Questionnaire Formulation Research Data Collection Data Analysis Report writing and Editing Report review

Resources used earlier reports, publications and other materials. By using the internet, questionnaire, publications Conducting personal interviews through phones Using the software and different presentation tools

2 weeks 3 weeks 2 weeks 1 week 13 weeks

Total

Bibliography
Mayoux, L. (2005, 02 15). Research Methods. Retrieved 01 15, 2011, from Lindaswebs: http://www.lindaswebs.org.uk/Page3_Orglearning/Resmeth/ResMeth.htm S.M., A. B., & Nadeem, M. (2006). A Briief Hiisttory of Mathematical Logic . Karachi University Journal of Science , 34, 61-75. Yeshin, T (2006) Advertising. 1st edition. China. South-Western Cengage Learning,

Shimp, T. (2007) Integrated Marketing Communications in Advertising and Promotion. 7th edition. China.Thomson South Western.

Website
www.cipla.com

www.ranbaxy.com
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