AMRUTMODY SCHOOL OF MANAGEMENT

PROJECT REPORT ON INTEGRATED MARKETING COMMUNICATION (KHUSHI ADVERTISEMENT)

SUBMITTED TO: PROF. JINAL PARIKH SUBMITTED BY: NAMRATA DANTI (A-05) SIDDHARTH MODI (A-32) VIMAL PRAJAPATI (A-44) JAYKRISHNAN SENGUNDAR (A-46) UJJAVAL VAIDYA (A-62) MOHNA APTE (B-4) DISHA PANDIT (B-28) PRAMODA TADVI(B-68)

KUSHI ADVERTISING
Introduction about the company
Khushi Advertising, a brand promoter company based in the Heart of Gujarat Ahmedabad, has been growing substantially into many markets Khushi with pan India present with footprint currently in 20 major cities. Khushi Advertising continues to reach across the country as an ambassador for Advertising Space Planner. Innovated techniques and approach have put the company at the forefront of Advertising Space Planning in Ambient Media. Superior Marketing expertise, customized services and stringent quality control process are just some of Khushi Advertisings core strengths. It holds exclusive marketing rights in the Advertising field across Gujarat for hoardings and also in almost all major Multiplexes, Malls, Super Stores and Clubs. Khushi Advertising participates in industry-specific events to remain updated on the latest trends in the widest possible spectrum of merchandise, space selling, outdoor advertising, and product display and brand campaigns at all the Multiplexes, Malls and Clubs in Gujarat. Khushi Advertising keep itself updated with changing trends in the local market and in turn, deliver the best results to our clients. It continually builds on its knowledge in depth research. Inception of company In the year 1998, at a tender age, Mr. Pranay Shah had thought of the concept of Advertising Space Planning. His vision and dedication has caused the inception of Khushi Advertising in 2004. The inception of our establishment was out of pure necessity.

In 1998, there was a need for a space and media planner, who could conduct and conclude large media plans. Since then, company provides one-stop shop for essential and unique advertising spaces.

Approach towards customer

Khushi advertisement is to recommend the right idea and to assure maximum benefits delivered with best quality. It provides high value market intelligence and the best of locations to cater todays advertising needs. The ability to work with the clients creative and tailor to specific needs assures the advertiser that they will stand out in the advertising environment, reaffirming that their message will get noticed. The company believes that location is everything and it strives to educate its clients on location driven targeted audiences. Whether it be in the food court or in the games zone or in the premises of an mall/multiplex, it works with the client to determine the targeted audience in order to make sure that their message is placed in the right dominate location for optimum results. The one thing that makes the company unique (USP) is its business to business based philosophy of networking. The company believes, if you assist your clients dedicatedly, you will develop new business relationships in all areas. All of services of the company are built around this philosophy. This philosophy is the backbone of its successful network. The approach of the company is very customer centric which gives it an edge over its competitors. Kushi advertising has in clients list domestic as well as international company which are the following Future Group Wagh Bakri Tea Group Club Mahindra Vodafone Cox & Kings Reliance Infrastructure Lee

From Pizza Hut Pantaloons TATA Motors Future General Sandesh New Paper From the list of the client we can say that company has been giving lots of emphasis on its customer centric approach which indeed help them to get such big names.

Services provided by the company

Khushi Advertising provides its clients with an opportunity and undertakes the responsibility to organize Promotional Campaigns, Product Launch Activities and Branding Plans for their company in an exquisite ambience of Multiplexes and Malls in Gujarat. The company gives above mention facility by providing advertisement spaces which includes onscreen as well as off-screen. 1. ON SCREEN ADVERTISING (MAKE YOUR BRAND A STAR ON BIG SCREEN)

Khushi Advertising provides advertisers with innovative communication solutions to capture the imagination of cinemagoers via a wide range of both above-the-line and below-the-line media solutions.

Khushi Advertising holds exclusive rights of Adfilm Screening of International Multiplex Chain Cinepolis across India and FUN Cinemas screens PAN INDIA. The Company also holds Sole rights of Audio and Mute slide advertising in CINEMAX, INOX, CINEPOLIS, FUN & BIG CINEMAS. The rights is for all screens PAN INDIA. Khushi Advertising is a major Contributor of Cinema Advertising business in all major cinema chains in India like PVR, Inox, Cinemax, Big Cinemas, and Fun & Cinepolis. Why on Screen Advertising? For a number of reasons:

Film Industry is HUGE in India and Cinema offers an ambience conductive to undivided attention of the audience as a result your brand reaches a relaxed and receptive audience who are in an anticipatory frame of mind. Easy Creative to produce. Low cost production. Research has proved that a Captive audience delivers advertising recall that is up to five times greater than that elicited by television commercials. Cinema is the only place that offers dramatic creative impact of the big screen where audiences can truly relax in a darkened auditorium and fully engage themselves with the on screen action. On Screen Options AD FILMS On-Screen Advertising Program can present Ad on the Cinema screen during every movie show, seven days a week to thousands of moviegoers & it provides an opportunity to spotlight its clients brand or business on the big screen in front of engaged moviegoers Ad Films are offered in standard slots of a 60 secs / 30 secs or even lesser or more than that depending upon the requirement. Adfilm screenings is done either Before the Main movie or during the Interval depending upon the availability or choice in a week for average 5 shows per day thereby giving Exposure for 35 shows in a week. Bookings of Adfilms are on minimum 1 week basis from every Friday to Thursday.

SLIDES (Mute & Audio) Slides are the traditional frames treated like print ads on-screen, which can be presented with or without Audio effects. The advantage with slides is the budget and is an excellent support medium to clients print campaign. Mute Slide is displayed for approx. 8 to 10 secs during every show either Before the Main movie or during the Interval. Movies are screened for average 5 shows in a day thereby giving exposure of slide in 35 shows per week and 150 shows in a month. On the other hand an Audio slide (with a voice over) is exhibited for approx. 18 to 20 secs. FILMLET No huge budgets needed for this one. A filmlet is a mini film that showcases a product on the same scale as a film but with an innovative concept that brings life into still images through animation, special effects and voice-overs

2. OFFSCREEN ADVERTISING It consist of 1. Shopping Malls 2. Outdoor Hoardings 3. Department stores Shopping Mall Branding and promotion Provide Branding Space at all the major Malls and Multiplexes across Gujarat. The Shopping Malls and Super Stores are a classic site of lifestyle capitalism. Utilizing mall advertising with other media enables advertisers to achieve greater reach and frequency with more efficiency. Branding puts message in front of millions of shoppers & moviegoers each year. The shopping malls are one of the most highly trafficked venues. Khushi Advertising has its own effective creative department and spontaneous activation team for unforgettable impact of innovative branding on viewers Provide Promotional Space across all the Major Malls and Multiplexes at Gujarat. Effectiveness of this Media

 One to One Interaction with Visitors Direct Promotion of Scheme Coverage of All Premium Areas Malls and multiplex, in their effort to create one-stop entertainment destinations; have succeeded in creating ideal spaces for high-impact promotion activity by providing high visibility, and open space for promotion. Khushi Advertising is in association with more than 14 properties in Gujarat and rest in other part of the country for promotional activity. We have more than 75 key sites across the length & breadth of Ahmedabad which have the potential to give unmatched millage to any media plan. Add to this of proven expertise of creating cost effective packages keeping in mind to right target audience and what you have is whole lot of KhushiThe Joy of Entrusting & Trusting proven professional.

Outdoor Hoardings

A hoarding is a large outdoor advertising structure and perfect for reaching mass audiences. Hoardings can be visualized around the clock. Khushi Advertising holds more than 75 outdoor hoardings across all areas of Ahmedabad city, covering all types of targeted segment class of people as per clients requirements.

In Store branding opportunities at:

Tri Cycle Branding

Tri Cycle is one of the Most Preferable BTL Media in Corporate and Retail segment. It is customized and can target different area of Particular Locality. Backlit is having Great Impact in Night and center of attraction for Viewer

 PROMOTION ACTIVITY RATE CARD:

Following is the chart which mentions the charges levied from the customers of Khushi advertising for banners.

SR.NO .

VENUE

LOCATION

PLACEMENT

SIZE

RATE PER WEEKEN D (Sat Sun) 50,000.00 50,000.00 80,000.00 80,000.00 110,000.00 50,000.00 50,000.00 80,000.00 80,000.00 110,000.00

Iscon Mega Mall Iscon Mega Mall Iscon Mega Mall Iscon Mega Mall Iscon Mega Mall

AHMEDABAD S.G Highway Foyer 1 or 2 S.G Highway S.G Highway S.G Highway S.G Highway Drive In Drive In Drive In Drive In Drive In Foyer 1 or 2 Foyer 1 or 2 Foyer 1 or 2 Foyer 1 or 2 Nr. Croma Nr. Croma Nr. Croma Opp. Big Bazzar Opp. Big Bazzar OUTSIDE @ENTRANCE OUTSIDE @ENTRANCE OUTSIDE @ENTRANCE OUTSIDE @ENTRANCE OUTSIDE @ENTRANCE Waiting Foyer Waiting Foyer Waiting Foyer

6FT X 6FT 8FT x 8FT 10FT X 10FT 12FT x 12 FT 15FT X 15FT 6FT X 6FT 8FT x 8FT 10FT X 10FT 12FT x 12 FT 15FT X 15FT

Himalaya Mall, A'bad Himalaya Mall, A'bad Himalaya Mall, A'bad Himalaya Mall, A'bad Himalaya Mall, A'bad Wide Angle Wide Angle Wide Angle Wide Angle Wide Angle

S.G Highway S.G Highway S.G Highway S.G Highway S.G Highway

6FT X 6FT 8FT x 8FT 10FT X 10FT 12FT x 12 FT 15FT X 15FT

20,000.00 30,000.00 35,000.00 45,000.00 45,000.00

City Gold City Gold City Gold

Ashram Road Ashram Road Ashram Road

6FT X 6FT 8FT x 8FT 10FT X 10FT

15,000.00 25,000.00 35,000.00

We can analyse from the above table that Khushi Advertising is charging the rate from their customers according to the footfalls of that area. In Iscon mega mall and in Himalaya mega mall they are charging 50000.00 for 6FT X 6FT but for Wide Angle, they are charging 20000 for 6FT X 6FT and in City Gold they are charging 15000 for 6FT X 6FT. As we know that Iscon mega mall and Himalaya mall are having more footfalls compared to wide angle and city gold, so based on footfalls and number of people coming to that area, they are changing the amount charge for advertisement. Terms & Conditions Business Terms:

Payment to be made 100% in advance. Service tax shall be levied on to the final bill amount. Additional taxes shall be charged if levied by the Govt. The above costing are subject to change without any prior notice. All the slots are subject to availability at the time of final written confirmation from your side. Slot once booked can't be cancelled neither postponed. Billing for all the slot will be from date of booking / availability & won't be postponed due to any delay in supply of creative from your side. All the necessary permissions required for the promotion has to be gained by the client from concerned authorities.

NOTE:
Sound & Emceey allowed at a low volume at all Venues Please note the above given cost are rental charges. Sound permission, PPL, etc. permissions have to be arranged by the client or the event management company or the same can be arranged by us on request at extra cost. We need to get design approved by the property owner then we can do the space booking. Any additional branding or promotion space, for display will be charged extra. Promotion slot subject to First cum with 100% advance cheque payment first cum basis All payments have to be made in advance. The place would be handed over only after the receipt of the demand draft. To confirm booking, all payments need to reach us 7 working days before the promotional activity. No refund of payment will be possible once the payment is received for the promotion.

Details of Glass Branding (On of the form of advertisement) and its charges:
Glass branding means to create a quality finish on any glass surface. The most attractive form of Khushi advertising is Glass branding. At the time of Interview we came to know that Khushi advertising also does its Glass Branding in Alpha One and Himalaya mall. They are charging according to the material used and size of the Glass in which they need to portray the advertisement. They have also some other criteria for charging like Location where the Glass branding is to be done and the footfalls of that particular area. They are charging 125000 for Glass Branding for the Alpha one mall and 175000 for the Himalaya
mall at Main Entry for the size of 29.3"(W) X 25'(H).