JAM

(Journey of the Advertising Market)

Triton Communications
July 2010
Report submitted in partial fulfillment of the requirements of the
Summer Internship Training undertaken for the MBA program

4
 DECLARATION

I hereby declare that my Summer Internship Report entitled “JAM” (Journey of the Advertising
Market) submitted in partial fulfillment of the Summer Internship Programme is original and is
not substantially the same as one which has already been submitted in part or in full for any such
similar qualification to the University to the best of my knowledge.

Date: 13/7/10

Purvi Ruparel

5
 CERTIFICATE

It is hereby certified that the work incorporated in the report entitled “JAM” (Journey of the
Advertising Market) submitted by Ms. Purvi Ruparel, comprises the result of independent and
original study carried out by me in partial fulfillment of the Summer Internship Training. The
material which may have been obtained (and used) from other sources is duly acknowledged in
the report.

Date: 13/7/10

Purvi Ruparel

The work mentioned above is carried out under my guidance.

Date: 13/7/10

Dr. Ekta Sharma

6
 ACKNOWLEDGEMENTS

A summer project is a golden opportunity for learning and self-development. I consider myself
very lucky and honored to have so many wonderful people lead me through in completion of this
project.

My grateful thanks to Mr. Sanjay Chakraborty, (Group Director – Brand Services, Triton
Communications) who in spite of being extraordinarily busy with his duties, took time out to hear,
guide and keep me on the correct path. A humble ‘Thank you’ Sir. Mr.Rikin Shah, (Group
Manager, Brand services) has been my guide throughout the entire internship period. He monitored
my progress routinely, shared his knowledge and always encouraged me to go an extra edge
towards fulfilling my duties. I choose this moment to acknowledge his contribution gratefully. I
would also like to thank Niyati Kadikar (Executive, Client servicing) and all the members of Triton
for their constant guidance and support.

Finally I wish to thank Dr. Ekta Sharma and Prof. Jinal Parikh, my faculty mentors for their
guidance to make the most of such an excellent opportunity and in the successful completion of
this project.

Purvi Ruparel

7
 PREFACE

I wonder if there would be actually anyone in this country who is not familiar with the line “Utterly
Butterly Delicious!” The image of the Amul doll flashes in a split second. We live in a nation
where guys use an Adidas shoes just because Sachin Tendulkar wears one. Newspapers have more
ads on the front page than news. Women buy a Gucci bag because her neighbour has got one.
Valentine’s Day is now celebrated at such a large scale because the media has hyped this as a day
to express your love and affection!! There is no second thought required in saying that people get
affected by advertisements. In fact, it would not be wrong if I say that we are surrounded by
advertisements 24*7, and then be it the TV commercials, word of mouth or the product itself.
Advertisements and marketing communication were viewed as an additional expense in the earlier
times, now it forms an unavoidable part of the organization. Communication has gained so much
momentum that it emerges as a separate industry in the market. It forms an inevitable part for the
survival of a business.

The management education has given me the opportunity to explore my passion towards creative
thinking and writing. The subjects of Marketing and Communications have been a substantial
contributor in making the directions for the field of my interest very clear. As I had aspired, training
in an ad agency gave me a conviction to progress in the same field and work towards establishing
and enhancing my repertoire in media and advertising.

Triton Communications is a leading advertising agency in Gujarat, second only to Mudra Group.
It not only provides advertising solutions but masters in devising the marketing strategies for its
clients. The splendid blend of hard work and creativity is what makes Triton a highly reputed name
in the market. Being associated with such an organization is a great learning experience and
pleasure for any individual who has ardent desires to work in this field

8
 EXECUTIVE SUMMARY

Advertising and communications are as important to an organization as is salt to food. It has lately
evolved as a crucial step in the marketing of a product or service. Branding and effectively
communicating the message act as the differentiating factors in the competitive environment.
Advertising agencies help in creating a brand image for a product or service. A relevant message
conveyed in an originative manner leaves an impact in the minds of the consumers. Triton
Communications stands firm on this principle. The creative minds gel together with the managerial
masters to fulfil the promise of creating outstanding business ideas.

As a summer trainee, my job in Triton Communications was in the client servicing department.
The training that began with learning to coordinate the ad making process with the creative heads
of the organization and the ever demanding clients went on to give a time rich of managerial
experiences. I got an opportunity to assist in devising the marketing campaigns for a client A B
Jewels. I studied the jewellery market and analysed the strategies applied by the competitors.
Strategic campaigns were designed for the events of Mother’s Day and Foundation Day. The HR
Initiatives for A B Jewels were also taken care of by Triton Communications. I was an active
member of the team working on A B Jewels. Making corporate presentations for the client and
delivering a print ad for various clients became a part of my routine. This helped me in becoming
thorough with the process of ad making, right from taking a brief from the client to delivering the
final art work.

The creative display of the brand is the core task of an agency. But this task is backed by market
research. For delivering effective solutions, it is inevitable to understand the minds of the
consumers. As a trainee, I worked on two market research projects. This gave me an opportunity
to go out in the market and get the required data for analysing the market scenario for the clients.

Working at Triton communication was indeed a corporate exposure that would add a significantly
to my experiences. The internship period at Triton Communications gave me a thorough
knowledge of the advertising world.

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 CONTENTS

1. THE ADVERTISING COSMOS

1.1 Introduction to Advertising 12

1.2 Why Advertising 13

1.3 Vehicles of Advertising 14

1.4 Advertising Agency 15

1.5 Forms of Advertising Agency 16

1.6 Porter’s Five Force Analysis 19

2. TRITON

2.1 Triton Communications 21

2.2 Triton Communications Ahmedabad 23

2.2.1 Services 23

2.2.2 Departments at Triton 24

2.2.3 Ad Making Process 28

2.2.4 Clients 29

3. PURVI RUPAREL, INTERN- CLIENT SERVICING

3.1 Experiential Work 30

3.1.1 Ice- Breaking Days 30

3.1.2 Induction for ROI 31

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 3.1.3 Project A B Jewels 33

3.1.4 Other Activities 45

3.1.4.1 Client Wagh Bakri

3.1.4.2 Client Supernova Gensets

3.1.4.3 Client SIS Group (emall)

3.2 Research Oriented Work 47

3.2.1 Project Business today Magazine 47

3.2.2 Project Wagh Bakri Tea Bags 51

4. CONCLUSION 55

4.1 Conclusion 55

4.2 Learning 56

4.3 Recommendation 58

5. APPENDICES 59

6. REFERENCES 62

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INTRODUCTION TO ADVERTISING COSMOS
Advertising may be described as the science of arresting the human intelligence long enough
to get money from it. It is a non-personal form of communication intended to persuade an
audience to purchase or take some action upon products, ideas, or services.

Advertisements make a product or service familiar in the household. It gives an identity to the
product. In other words, advertisements facilitate the making of a Brand. Brand image is the
personality a brand has created in the minds of its customers. It is the advertisements that help
in communicating the desired message so as to form a brand image as targeted by the company.
Keeping in constant touch with the target audience through frequent advertisements carried
out via various mediums helps in enhancing the Brand Awareness and Brand Recall.

Effective advertising is a communication that induces the consumer to buy a product.

Advertising performs one of the most important functions in society that is to inform, it gives
people the power of choice, the power of knowledge that helps them make important decisions
every day. Advertisements intend to answer the following for their potential customers:
 Inform them about the product or service
 Where and how is the product or service available?
 How to use the product or service?

Today, advertising has become a reflection of human life, whatever state it may be in.
Traditionally started as a press release, a television ad and a billboard display, advertisements
have now moved on to cover every possible area of human life in order to communicate.
Ranging from internet marketing to road shows, marketing communication has utilized the
path to interact with its target audience. If times are good, it celebrates; if not it mourns.
Advertising has successfully transcended from one of the most interruptive commercial
medium of modern times to something that everyone wants to have a piece of. Advertising
agencies have always played a pivotal role in improving general human conditions the world
over. From marketing a luxury car to spreading awareness on social issues, advertising has
played its bit.

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WHY ADVERTISING?

Advertising is required because it explains complex issues in ways that are interesting, easy to
understand and meaningful

It is tool used by companies to:

 Inform people about new products and services

 Brand building
 Remind customers about their brand at the right time and right place
 Reinforce confidence in purchase
 Built corporate identity
 Help their sales force become more effective
 Give their brand and the company a personality that makes it unique

Government and Autonomous bodies use Advertising to:

 Inform people about their policies

 Promote social awareness
 Educate masses on health care
 Prevent panic during natural disasters
 Dispel harmful rumours
 Attract foreign investment

Myth: An advertising agency always helps to sell a product

Fact: Advertising can never succeed in selling something which the public will not accept.An
advertisement becomes successful only if the product is satisfactory. It is very important that it
fulfils the needs of the consumers. The deal offered by the company ought to have some
credibility in order to appeal in the eyes of the target audience

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VEHICLES OF ADVERTISING

Many advertisements are designed to generate increased consumption of those products and
services through the creation and reinforcement of "brand image" and "brand loyalty".

With the passing time, more people relied on the advertisements and the never ending race to
attract the customers started.

Out-of-the-box thinking was appreciated and advertising emerged as a significant part of a

business. In fact, advertising and communication gained so much momentum that advertisements
are now often placed by an advertising agency on behalf of a company or other organization.

Traditionally, the scope of advertising was limited to only a few options. In the present scenario
advertisements have become an unavoidable part in the day to day life. Every major medium is
used to deliver these messages, including television, radio, cinema, magazines, newspapers, video
games, the internet and billboards.

Any medium where the audience can easily and frequently be attracted is utilized to pass on the
communication by mode of audio, visual or print format.

Instead of the means of mass communications, personalized messages are given higher importance
these days. A personal email to the esteemed customer is beneficial for the company to gain
frequent and better response from the customer. Moreover, it makes the customer feel important.
In today’s consumer centric world, it is very essential to pamper the customers to keep a hold on
them. The club West Membership for the elite customers of Westside is just another means of
personalized communication. As a member of such clubs, the customer is given special discounts
and offers. A small gesture of this special treatment helps not only in retaining the customers but
also promoting the brand.

Non conventional manners of advertising gain an edge. Companies have come up with unexpected
mediums. For example, the washrooms in public places!! (CineMax Multiplex) Ranbir Kapoor
using a Mac Notebook Laptop in the movie Rajneeti (this method of advertising is termed as
Covert Advertising)

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ADVERTISING IN INDIA

The Indian advertising industry has evolved from being a small-scale business to a full-fledged
industry. It has emerged as one of the major industries and tertiary sectors and has broadened its
horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian
advertising industry in very little time has carved a niche for itself and placed itself on the global
map. Advertising in India has evolved into a highly evocative and arresting medium of portraying
society.

In the recent times, advertisements have gained momentum. Advertising is one point where in an
organization holds maximum communication with the target group. The way of communication
differentiates a product from its competitor. Hence, in order to achieve that competitive edge,
almost all advertising is therefore arranged through an advertising agency which provides the
necessary skill to turn the message into a memorable and effective advertisement.

ADVERTISING AGENCY
An ad agency is a firm that specializes in the creation, design and placement of advertisements and
in the planning and execution of promotional campaigns for products and services of their clients.
An ad agency is independent from the client and provides an outside point of view to the effort of
selling the client's products or services. The advertising professionals can also handle overall
marketing and branding strategies and sales promotions for its clients. The process of ad making
and marketing communication requires the inputs of experts in many fields like writers, artists,
photographers, designers, television production crews and many others. Almost all advertising is
therefore arranged through an advertising agency which provides the necessary skill to turn the
message into a memorable and effective advertisement.
Typical ad agency clients include businesses and corporations, non-profit organizations and
government agencies. The advertising agencies help in creating public awareness in a manner that
is effective and innovative. Though the ad agencies are very professional and expert in their field,
the service is very personalized in nature. Agencies may be hired to produce single ads or, more
commonly, ongoing series of related ads, called an advertising campaign.

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FORMS OF ADVERTISING AGENCIES

An ad agency can range from a few people entity, which majorly functions on a freelance basis
to a multi-national conglomerate.

Advertisement Agencies (like Triton Communications) refer to creative agencies which produce
the commercial for various campaigns. The campaign is then executed wherein these
commercials are made visible through various media (Print, OOH, TVC, Radio, and PR etc) to
reach the target audience. But reaching the target audience is only a part of the story – the actual
requirement is to grab their attention, to engage with them in a meaningful dialogue. What the
dialogue may be like varies from company to company as per the message they aspire to convey.
Advertising can thus be called as an extremely tricky art of taking the advertiser’s message and
converting it into a memorable and effective communication. A successful advertisement is a
product of a joint effort by several teams.

The standards of the advertising world have been established on the basis of its rising importance
in today’s business. What earlier used to be just a matter of formality of passing the knowledge
has today evolved as a cutting edge in the businesses, however small or big.

Though each phase holds its importance even today in the ad making process, the evolution of
the advertising world can be divided into four phases as follows:

A. In house advertising:

 Not all advertising is created by agencies. Companies that create and plan their own
advertising are said to do their work in house. Some companies develop their in house
“MARCOM” teams to tackle the problem of advertising and communications.

B. Full-service or Media Neutral Advertising Agencies:

 These types of agencies were initially set up with the target of creating print ads and
television commercials. Larger agencies produce work for many types of media, thus
creating integrated marketing communications or through the line advertising
solutions.

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C. Interactive Agencies

 With the introduction of internet technologies in the market, the media industry got a
new vehicle to promote the brands.
 The solutions offered by the traditional agencies had become off-beat and the internet
era was not accepted by the traditional players.
 Interactive agencies differentiate themselves by offering a mix of web development,
search engine marketing, internet marketing and e-commerce consulting. These
interactive agencies grew at a very rapid pace on account of the innovation in the field
of technology, although some of these have downsized just as rapidly due to changing
market conditions.
 Lately, all the traditional neutral media ad agencies have adopted the latest technologies
in order to cope up with the demand of the customers in the war of brands. Hence, the
interactive agencies are the commonly found agencies even today. Or one may even
say that the traditional neutral media agencies; along with the concept of integrated
marketing communication are the interactive agencies of the current times.
 The companies that provide specialized advertising and marketing services for the
digital space are the most successful
 A digital space may be defined as any multi-media enabled electronic channel where
in an advertiser’s message can be seen or heard. The digital space thus translates to:
Internet, Kiosks, CD-ROMs, DVDs, Mobile phones, iPod, Play stations etc.
 The reasons why an interactive agency is different from the traditional ad agency is that
the interactive agencies only focus on the interactive services like strategy, creative,
design, video, web development, programming, management and fulfilment reporting

D. SEM and SEO

 The latest development to occur in this field of ultimate innovations is that of SEM-
Search Engine Marketing and SEO- search Engine Optimization.
 The concept of search engine optimization refers to the practice of maximizing the
traffic or the quality of traffic to a web site from the search engines via natural and

17
 unpaid means. Ideally, the earlier or the higher a particular site appears on the search
engine, the more visitors it attracts.
 SEO considers how a search engine algorithm might function and what would people
search for in order to get indexed on the earliest possible pages on the search engines.
 Though SEO may not come to rescue as a proper marketing strategy, it evidently
becomes helpful in enhancing the awareness and reliability of a product or service.
 The use of SEO and other methods like paid inclusions, paid placement and contextual
advertising that attempts to promote a particular website by enhancing its visibility in
the Search Engine Result Pages is termed as Search Engine Marketing (SEM)
 The SEO and SEM have been classified as agencies as a result of its creations in the
media and media purchase of text based ads.
 Though this sector is slow in growth and not a very well flourished concept yet, it is
predicted that it may well outpace magazine spending in the coming 3-5 years.

The ad agencies of the current time display all the above mentioned phases to provide appropriate
advertising solutions. If not, these functions are outsourced by an advertising agency itself and the
client is not brought into the picture of dealing with more than one ad agencies for its marketing
and communications solutions.

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PORTER’S FIVE FORCE MODEL

POTENTIAL
ENTRANTS
(THREAT OF
MOBILITY)

SUPPLIERS BUYERS
INDUSTRY
(POWER OF (POWER OF
RIVALRY
SUPPLIER) BUYER)

SUBSTITUTES

(THREAT OF
SUBSTITUTES)

Porter’s model constitutes of five factors which affect the industry in various manner:

FORCE 1: INDUSTRY RIVALRY

Industry rivalry refers to the presence of players in a perfectly competitive environment. In case
of the advertising industry, there are many global players like the Omnicom group, Publicis,
Ogilvy and Mather etc. These global organizations have their presence in most of the major cities
of India, thus giving intense competition in the market. On a regional level, Mudra group is the
oldest and the most prominent player. Triton communications lies just next. Other agencies like
One advertising, Hanmer group etc. have also grown to have a place in the regional market. Overall

19
the industry has many players giving rise to intense competition to grab the major share in the
market.

FORCE 2: POTENTIAL ENTRANTS

The advertising industry works on the pillars of ideas and creativity. Entry into this industry does
not require huge investments but a pool of talent. Anyone with the required technical expertise and
desired skills can enter the sector and grow to give threatening competition to the existing players.
The entry barriers are thus low and thus the scope of competition gets enhanced. The competition
from new entrants is more for the smaller scale agencies.

FORCE 3: THREAT OF SUBSTITUTES

Many companies choose to follow in house advertising and communication departments instead
of hiring an ad agency for their communication activities. A new development in the field of
advertisements is that of SEO and SEMs. Lately they have been carrying out the marketing and
communication tasks for various companies. Freelancing is yet another source of substitution.
They are quite a threat to small agencies.

FORCE 4: THREAT OF BUYERS

With so many players available in the market, buyers have an easy alternative to switch the agency.
This industry respects the creative and innovative solutions, then be it offered by a global champion
or a local player. Hence, the buyers get to chose from the wide array of options. As a result, it
comes as a responsibility to the agency to work for the best of the customer.

FORCE 5: THREAT OF SUPPLIERS

An advertising agency is an independent industry. It can be significantly called as a vertically

integrated industry. An ad agency has a strong association with the media vehicles and their
sources in order to display their creations. And this relation is symbiotic in nature. Hence, it is in
the benefit of the industry to maintain strong media relations. Other suppliers include the supplier
of technology and other office requirements which is a huge industry in itself. The supplier
relations are significant but never a threat to the industry

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Triton Communications Pvt. Ltd. is India’s young and one of the largest advertising agencies. It’s
a professionally managed, integrated marketing communications organization, providing 3600
media solutions to its clients.

Triton Communications was started in 1991 by two advertising professionals – Munawar Syed and
Ali Merchant – today manages a whole host of big clients. Perhaps it is just one of the few truly
Indian agencies which are successfully making its mark globally. With Head Office in Mumbai,
its network in India covers Ahmedabad, Delhi, Pune and Banglore, with staff strength of over 250
professionals.
To cater value added services Triton has its sister concerns under the same roof:

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Nationally, the Company looks after advertising and communications requirements of leading
Companies across wide categories like Eureka Forbes Limited, ,Moov, RingGuard, SetWet,
Panasonic Electronics, , Bajaj Tempo Tractors, Hamdard(Rooh Afja), Honda Activa, Millenium
Alcobev, Pidilite Industries, Dr.Batra’s Positive Health Clinic, RCF, Nirlep Cookware and a
number of leading brands.

Experience across categories

FMCG
FMCG SERVICES
SERVICES

Across
Categories

DURABLES
DURABLES
OTHERS
OTHERS

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 TRITON AHMEDABAD

Triton Ahmedabad branch is an independent profit centre having a full-fledged office, a sound
infrastructure with the creative talent of 35 individuals having, planning ability and multi-media
capabilities to handle any communications task.

SERVICES PROVIDED BY TRITON

Triton communications Ahmedabad is the destination for the people who are passionate about
communication and their imaginations go wild.

The orchestra of the left minded and the right minded people come together to create a melody.
We not only create just fresh advertisements, but offer complete communication solutions with the
kaleidoscopic talent we have in the form of artists, writers, managers and studio experts.

The game starts from consulting and goes on board with market research, media planning and
finally towards the advertising- creatives, films and media

The Telescope

The technical task of gathering information about the market and the customers helps us determine
the kind of response of the customers to the products. Be it boosting the sales, creating a new
venture or saving the drowning boat; we come to the client’s rescue with our team of research
gurus. Our team is well versed to apprehend the wishes of the customers in the form of valuable
solutions for the client.

From wishes to goals- Plans into Action

This is a never ending process of defining and redefining the objectives, developing the strategies
and evaluating the advertisements. We bring the best out of the client’s needs and the capability
of our creative experts.

The Twinkle in the market

Creativity tied up with strategy makes an Advertisement that sells.

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The amalgamation of the creative souls and the planner brains brings out the apt communication
to be directed towards the people who are fascinated by it. The medium of advertising and the
promotions are just the preview. The ultimate fiesta is generated after hours of brainstorming and
significant contribution from all directions. All these efforts are put in so that you succeed because
your success is our IDENTITY.

The Shooting Star

One may use the Below the Line Promotions, the unconventional ways of display or Guerrilla
marketing. For us, it is the thought so virgin, the idea unexplored and the gift our talent can
materialize for our clients. We hold one thought with firmness, we rear each ad campaign as our
own baby. A child well taken care of reaps maximum to the parents.

DEPARTMENTS OF TRITON

Client Servicing Department

This department is the bridge between the outside and inside of the organization
If the advertising agency be seen as a movie, the CSD is the hero, the lead actor. Client servicing
people deals with the clients. It is upon this department to understand the needs of the client and
get the best out of the creative heads of the organization. Right from taking the brief to the final
delivery of the solutions and collection of bills, CSD plays a core role. Advertising is a craft
executed by people who aspire to be artists, but is assessed by those who aspire to be scientists.
CSD people help achieve this balance

Strategically dividing into various sections, a client servicing executive plays a prince in the
following roles:

Managing Business: They have to manage costs, revenues and profits and not just manage, but
make them grow without clients ever getting the feeling that the agency is taking them for a ride

24
Managing agency PR: Good Brand service Managers need to know about the agency, the
happenings in the agency network, philosophy of the agency, its convictions and beliefs. It is only
then, that armed with such knowledge, they can present a confident and definite picture of the
agency to their existing clients as well as prospective clients. They are the best link the agency has
with the outside world

Managing Negotiations: They have to be expert negotiators, be it with clients, be it with creatives,
be it with photographers or film makers or be it with media

Data Analyst: The planner is charged with ensuring that all the data relevant to the Brand’s
communication decisions be properly analyzed

Writer of the Creative Brief: The brief is widely considered to be the planner’s main product.
Creative brief should be such that can spark ideas

Insight Miner: It is important to know the insights of a client’s business. These insights about the
client’s business come from many areas: The consumer, the client company’s culture, the market
place/ category, the competition, the brand, the product qualities, the advertising and
communication conventions of the category
40
Market Researcher: in order to find out the needs of the client, it comes as an essential duty of an
agency to find out the market reaction towards the brand. It forms the basis of all marketing
strategies

Media/Communications Planner: It is important for the planner to understand the strategic role
and effectiveness of different media, by target and by category, and know when and how it is
relevant to use them to achieve the brand’s objectives

25
Creative Department

The creative director in an agency is the pole star of the stars, the lion of the jungle, and the rock
star of the band. The creative guys are all his assets and he is responsible for conjuring up the ‘Big
Idea’, the creative breakthrough.

Once the creative guys are handed over the creative brief and the deadline, they spend most of
their time bothering about neither. Keeping the brief in mind, the team then decided the best way
in which the client should say what he wants to know about his brand. They provide the
product/service with a face, a feeling, an emotion, and bring it to life. Probable creative routes are
explored and then discussed with the planning team for feasibility. The best routes are then short-
listed. The work is then broken down between the copy and art teams.

The Art Team: Leaded by an art director, they are no big with words. They just make the ad look
good. They give the creative idea a definite form. If copy is about the words, art is the pictures. If
the copywriter is the singer who carries a song on his voice, the art team is the music, without
which the song often can be quite empty

The Copy Team: Their job is to simplify and interestingly convey the brand with words, an image
or maybe even a blank page. Let’s suppose the client wants to say that his product “smells the
best”. The copywriter would put it as, “It smells like the earth after the first rain” or a can of glue
or whatever that might tickle his fancy. The headline, baseline and body copy of an ad is their area
of expertise.

Production Team: They come in when the radio star wants to go on TV, cut a music video; in other
words, a television commercial. As long as it’s a print ad, the copy, art and studio teams can handle
everything, but when it comes to television you need completely different set of skills like making
actors act. That’s the production team’s specialty, from buying props, to getting actors, to
costumes, lights, cameras, action and pack- up, everything is done by them.

26
Triton Ahmedabad does not carry out the production operations. All such activities are
collaborated with the head office at Mumbai and the TVC production is then handled by both the
offices mutually.

The Studio

The studio manager handles a team of technical experts. After the layouts of an ad are approved
by the client, the final artwork is carried out by the studio experts. The modifications and similar
work is also carried out in the studio. With the studio manager remains all the records of the
advertisements made by the agency for all the clients. It is also a part of the studio to coordinate
the press ads with the publications.

Accounts Department

Eventually, it’s the accounts department that has to manage a positive number on the company
balance sheets. Right from estimating the costs for the client to receiving the payments, the account
executive nags the client serving guys to keep things under control. They also keep check on the
routine bills like telephone bills, stationery bills, electricity bills etc. the media payments to various
publications as well as the internal matters like staff vouchers, refreshments, and conveyance
allowances are managed by the accounts department.

All said and done, the ad agency has a particular sequence of steps to follow in the process of ad
making. Be it a single ad or a marketing campaign from the side of the client, the procedure is very
well defined. This defined flow of work makes it very easy for the employees to plan the work and
execute it in an organized manner.

27
THE AD MAKING PROCESS at TRITON

Client’s Brief

Brainstorming on the brief by Client Servicing Team

Market Research-Understanding the insights of the

Consumer (Target Group)

Creative brief gievn by the client servicing

team to the creative team

Layout options for Creatives given to the Client

Servicing Department (To be approved by the client)
8

Studio Manager, (also given along is a requisition

form, with all the details about the required artwork)

Artwork is prepared by the studio team

and given to the client servicing executive
AD AGENCY

Client- Ad/ Campaign

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CLIENTS- TRITON, AHMEDABAD

Currently the branch handles prestigious clients like Adani Wilmar Limited (Fortune edible oils),
Wagh Bakri Tea, Zydus Wellness, Everyuth, Vadilal Icecreams, Supernova Gensets giving it a
rich experience across category.

29
PURVI RUPAREL, INTERN, CLIENT SERVICING DEPARTMENT,
TRITON COMMUNICATIONS AHMEDABAD

EXPERIENTIAL WORK

Started my journey of the corporate world on 1st May, 2010, I was quite an experience to work
with Triton communications. The methodology of working is quite serious and demanding, this is
what I already knew out of my entrance test at Triton, which was a couple of months prior to my
summer internship.

THE ICE BREAKING DAYS AT TRITON:

1st May, 2010: A Saturday, officially a holiday, not a very pleasing day to start with. But that
was my Day 1 at Triton and the office working as a full-fledged day on a holiday. The only change
was, on Saturdays, casuals are allowed and the day started at 12 instead of 10. “The pack up time
is never fixed here. At 6 pm, it’s just half day!” this was how I was introduced to the office and
this is what I foresaw in the following two months. I was given the profile of Intern, Client
Servicing Department. After the initial introduction with the whole office, I was asked to assist
Niyati, Executive, Client Servicing and observe the functioning of various departments. In the 1
week that followed, I learnt about the departments of an Ad Agency and the functions of each of
them. After going through all these procedures and having a thorough understanding of the task
carried out by each and every member of the organization, being a part of the client servicing
department, the interns were given tutorial sessions wherein, the work of the client servicing
department was taught in greater detail. The motive was to make us aware of process of ad making
and how to practically device the marketing strategies for the client as per their requirements.

30
INDUCTION

The client servicing department works on the principles of ROI. As any first-timer, ROI would
stand for an obvious answer of Return On Investment. But for the advertising world, the concept
of ROI stands for RELEVENCE, ORIGINALITY & IMPACT.

Relevance: The ads or campaigns designed for a company should be relevant to the target audience.
It should convey the necessary message to the audience.

Originality: It is not only necessary to convey the message, but equally important that the means
and manner in which you communicate be unique. Customers should get attracted towards the
company with the kind of innovation shown in the communication.

Impact: Above all, the main aim of advertising is to help increase sales. Advertising acts as a
catalyst between the customer and seller. However relevant and unique the ad is, if it does not drag
the target audience to the store to buy the product, it becomes worthless. The innovation should be
such as it leaves a positive impression in the mind of the target audients.

The ad industry worked on these three principles and the ROI book is considered to be the GEETA
of the advertising agency.

This training session came as a very positive output, especially because, more than training, it was
a discussion wherein all the members of the client servicing department, including the Vice
President of the company, Mr. Mayur Rana were involved. The sessions were conducted by the
Group Manager, Mr. Rikin Shah.

“At Triton, we don’t make an ad, we device strategies.”

This was the first rule we ought to keep in mind while working for a client. Even for creating a
single ad for the client, it is very important to understand the needs of the client. What does the
brand stand for, what are the attributes and characteristics of the product and what our customer

31
wants to convey to his customers is very important to understand. Hence, only a brief give by the
client may not suffice and further study may be required to gain proper understanding of the
consumer’s insight. Due to this reason, Triton does not serve for one time ads but only on
contractual basis.

The training was conducted keeping its client A B Jewels into the focus, so that I could later assist
in the campaigns of A B Jewels.

32
A B JEWELS

When an agency gets professionally involved with a client, there are few questions that need to be
answered about the brand. A B jewels has been associated with Triton since a few months now
and hence the introductory research that needs to be carried out was already done. I was asked to
study the brand and get the details of the work carried out on this client to get a better understanding
of the project. On the basis of secondary research and the details available on the company intranet,
following are some basics regarding A B Jewels

Key characteristics of the brand

 Started its journey 60 years ago, today, A B Jewels is a
 Jewellery showroom with a wide range of collection in Gold, Diamonds, Silver and
Platinum
 Big name with little glam in the market
 Prime location in the city

Market and brand performance and non-performance

 Despite the soaring gold prices, gold market flourishes, with India being one of the highest
consumers of gold. Particularly In Gujarat, the average sale of gold per day is
200-225 kgs.
 AB Jewels is a prominent player in the market. Now it intends to become a brand name
 In order to take this leap, A B Jewels is first required to tackle the problem of lower brand
recognition and brand association.

Previous advertising activity

 Prior to association with Triton, A B Jewels has not been involved in active advertising.
 Though it is a 60 year old shop, and A B Jewels showroom is 8 years old, few people know
about the brand.
 Competitors have been quite active in advertising themselves. Especially, the retail chains
like Tanishq, Gitanjali group etc. are into very aggressive marketing and A B Jewels lay
behind in the race.

33
Proposed media
 Print media
 Radio
Target group
 Women and families
 Especially married women
 Upper middle class and higher class people with elegant lifestyle.

Competitors
 Major competitors: Tanishq, TBZ, Nakshatra, Ddamas, Anjalee Jewelers, Zaveri and co.
etc.

STEP WISE PROCESS OF MARKETING STRATEGY

A. MARKETING OBJECTIVE OF THE CLIENT:

 To increase sales

B. ADVERTISING OBJECTIVE OF THE CLIENT:

 A higher brand recall
 More footfalls in the store
 New consumers (who have never heard about A B Jewels)

C. THE DECISION MAKING PROCESS

 There are 6 stages of decision making from the consumer point of view. It is very essential
to determine as to which step of the decision making acts as a barrier for the company.

34
 Awareness

Acceptance

Preference

Selection

Search

Usage

 A B Jewels faces a barrier at more than one stages of the decision making process.
 Awareness: This is a sixty year old shop. A B Jewels has opened this 3 floor showroom, in
a prime location of Ahmedabad in 2002. Yet, the brand recall and awareness is quite low.
Many people don’t associate with this Jewellery mall as a high status showroom.
 Acceptance refers to the acceptance of a product line or category in the market. The gold
and diamond jewelry is very well accepted in the market. Hence, such a question does not
arise. But the westernized gold jewelry instead of the traditional items is yet to find a proper
place in the market, especially in Ahmedabad.
 Preference: Even if the target group is aware of the presence of A B Jewels, it is important
that the customer prefers our product against other similar products offered by the
competitor. In case of A B Jewels, it loses at this front. A B Jewels does not appeal to the
esteemed group of customers. They prefer TBZ, Tanishq etc. over A B Jewels
 Selection: This layer of decision making refers to the selection of a brand for buying once
the customer enters the shop
 Search: Visibility and prominence plays a significant part in selling of the product.
Awareness and high quality products need to be backed by prominence. The product should
be well displayed and easily available to the customer’s sight. In case of A B Jewels,
visibility is also an issue.

35
  Usage: The last and final step of decision making occurs in the experience a brand provides
to its customers in the process of buying and the after sale service it provides. What also
matters is the quality of the product. This is one point wherein no advertising concept may
help. The product ought to be worth the price a customer pays.

A B Jewels has been a major player in the market with one of the largest jewelry collection in the
city. So what can be the factors that can enhance sales and its brand value? What can be done to
bring this pioneer of jewelry market into glory?
 Trust in their own jewellery brand. Most of the consumers prefer to buy from a local
jeweller they and their forefathers have traditionally trusted.

 In order to climb to the higher level, A B Jewels needs to introduce a complete new and
stylish range of designs, especially focused on the youth and the elite consumers. Other
jewellers of the same league have a collection that is more trendy and in accordance to the
latest fashion and style.

 Brand image: A B Jewels aspires to create a brand image that is not only elegant but also
an image that conveys the feeling of being “Your Jewellery Showroom” to its target
audience. Currently, most of the upper and upper middle class people feel, “this is not my
kinda showroom!” and the lower middle class people feel it’s too big for them to go. As a
result, it loses out on both fronts, thus not gathering the desired response.

 Even though it is located in the city hub, it has been unsuccessful in leaving a mark in the
minds of its audience. It does not have a very eye catching appearance. Moreover, some of
its core competitors, TBZ, Tanishq and Forever Jewellery are located right opposite the A
B Jewels showroom. The excellent placement of brands and eye catching displays of these
showrooms make it all the more difficult for our client.

36
COMPETITORS OF A B JEWELS (RETAIL JEWELLERY INDUSTRY)

Indain jewellery market is that of perfect competition. In the earlier times, the competition was
limited to the local jewellers in that particular locality. With the introduction of the retail jewellery
chains in India, the local jewellers are facing intense competition. These retail chains have
introduced very high standards and brought in a new style in the jewellery buying process.

1. Tanishq

Established in the year 1995, Tanishq, under the family name of TATA Group, is India's
largest, most desirable and fastest growing jewelry brand.

Initially, customers were not ready to accept the concept of branded jewelry. Tanishq, as a
brand was a failure in its initial years. Constant appeal in the form of advertisements
resulted into sales skiing high. Currently, Tanishq has the highest Brand recall and brand
awareness in the market. With more than 100 stores in about 78 cities of India, Tanishq has
become an every home brand in India. Besides its flourishing retail business in India, it
also has heavy exports to UK, US, Australia and West Asia.

PRODUCTS

Tanishq has a very wide range of collections made for a very diverse customer base. The
gold, diamond and platinum jewelry are christened with fashionable names to attract the
attention of the customers.

It has a fashion earring collection for the youth while a kundan and polka collection for the
more experienced group of people. From corporate dressing to a wedding collection, a wide
variety is available. Moreover, it transposes designs by stocking inter regional designs in
order to appeal to a variety of people. Its target group is not only the urban market, but
small town markets and institutional customers as well.

ADVERTISING AND PROMOTIONS

 Tanishq has a very originative manner of showcasing its exclusive designs in the ads Partial
endorsements are done by Bollywood stars Asin and Amitabh Bacchan. But the celebrity

37
 ads are not the sole ad content. Other ads are also given equal footage and they are very
brightly displayed.

 They celebrate Woman’s day, Mother’s day, Valentine’s day, Festive offers and
anniversaries by offering special discounts like gold exchange offer, competitive making
charges, lucky draws etc. discounts and offers are organized in order to maintain constant
touch with the economy group of customers.Celebrations are on a lighter note and not very
glossy. Simple yet attractive. Besides the celebrity ads, ads are usually brightly colored,
lively and soothing, and are mainly of 2 types:

 Culture focused

 Classy and eccentric designs

Communication is carried out by means of print ads, Press releases, TVCs, Radio spots, banners
and hoardings, website, social marketing via Facebook and Twitter.

2. Gitanjali Group- Nakshatra, Asmi, Ddamas, Gili

The group as a whole constitutes quite a chunk of the market share. Though each brand
line advertises individually, they all follow a common pattern of advertisements. Each of
them have a celebrity endorsement and most of the ads are celebrity focused only. There
are fewer innovations in their style of advertising. Yet the brand image they have created

38
over a period of time is remarkable. The corporate collections have gained high popularity
in the buyers of current generation. They have their ads in regional languages which
appeals to the economy class people. Such ads have successfully indicated that big brand
names does not necessarily mean costly and made for higher class people only. Besides the
usual festive offers and wedding collections, this group routinely organizes exhibitions,
especially in the cities where their brand name has lower recognition and recall. Discount
offers are usually in the form of gift vouchers and discounts on making charges etc. and
they are offered at regular intervals especially on festivals. Brand ads are designed to attract
elite customers while offer ads are more cluttered and hold a middle class look. Asmi
encourages women to become entrepreneurs by associating with them by way of a
franchisee.

39
3. Orra

This brand serves only diamond and platinum and is designed keeping only the elite buyers
in mind. They do not have any celebrity endorsements. Fewer, but classy ads are their
approach towards customers. They use a constant mild blue color for advertisements. This
company appeals highly to the elite group.

4. TBZ

It started as a family owned jewellery shop way back in 1864. Today, it has grown to
become a retail chain of 12 exclusive showrooms with its presence in 8 cities across India.
They do not have a celebrity endorsement. But their sophisticated designs and ads attract
the people of elegant choice. Locate right opposite A B Jewels in Ahmedabad, TBZ stands
as a strong competition to ABJ. Like all other jewellery outlets, they provide festive offers
and discounts. Their collection appeals to the youth as well as the people who love heritage
collections.

40
CAMPAIGNS for A B JEWELS

Mother’s Day Celebration:

With the changing times, such days are celebrated with great zest. Gold is adored by every
mother. Hence, this day comes as an important occasion for the jewellers. We organized a
campaign for A B Jewels for this day.

Celebrations at A B Jewels on Mother’s Day from 7th May, 2010 to 9th May, 2010

Special discounts

Organized a “MY MOTHER MY

JEWEL” Contest, where in the
participants were suppo write
something about their mother.

The winner got gift hampers and a

dinner in a five star restaurant
escorted in a Mercedes. The event
was collaborated with My FM,
hence constant radio spots were
aired 2 days before the event. Ads
were released in the leading
newspapers of the city and A B
Jewels also got a press release for
the event in Divya Bhaskar.

On Mother’s day, 8th May, 2010 the event was conducted by the star RJ, RJ Krupa. The
famous Gujarati TV actress Ragini was invited as the chief guest. The event was very well
conducted and all the elite customers of A B Jewels were invited. The response to the event
was overwhelming. In just 3 days time, A B Jewels received more than 350 entries for the
competition and on the day of the event, the A B Jewels showroom was brightly lit with
the presence of its esteemed customers.

41
To support the event promotion, an ad of Mother’s day celebration was created and it was
displayed in the showroom in the form of danglers, standees, shop boards, table tops and
brochures.

60th Foundation Year Of A B JEWELS

30st May, 2010 was the 60th foundation anniversary of A B Jewels. An internal meeting
was conducted for designing a campaign for this event. Initially it was decided that the
latter half of the month, be termed as the celebration of the foundation month, starting from
the auspicious day of gold buying, “akshay tritiya” on 18th May, 2010. But the idea was
rejected and the celebrations were held from 30st may to 5th June, 2010.

This modification was done considering the

fact that the salary class people would not prefer to buy gold in the month end, but in the
first week of the month when they get the salary. Radio spots were aired for this occasion
as well. My contribution to the ideas was that of airing testimonials from the elite customers
of A B Jewels and thanking all the customers of A B Jewels for their strong association
with them. Special discounts were offered during the days of celebration. For the
promotion, press ads were released and in house danglers, standees, shop boards, leaflets
and table tops. An SMS was sent to all its customers regarding the celebration. On the
foundation day, Triton took a 6oth year logo cake for their clients and celebrated with a
42
bash. There was a considerable increase in sales as a result of the promotions and the
discount offers

AB Na JEWELS

This event is not a part of the marketing strategies for the client. In order to make effective
communication with the customers and give outstanding treatment to the customers, it is
very essential that the communication with the internal customers of the organization i.e.
the staff be maintained very well. Moreover, A B Jewels wanted to recruit some more
employees. We clubbed the recruitment and the internal communication to give A B Jewels
the “A B na Jewels”. This is not a onetime event but a long term programme aimed to build
strong and long lasting relations with the staff members. It was scheduled that every month
there be an activity for the A B family members. This campaign started with a one day
training program for the staff members on 27th May, 2010. This session included a
motivational speech and a discussion by Mr. Sanjay Chakraborty followed by a lunch.

In order to improve and speed up the recruitment process, a deal was offered to the current
employees of A B Jewels. It was termed as “Bring a Friend” activity. Any employee who
recommended a friend to be recruited got an additional incentive.

I suggested various other ideas for the AB na Jewels monthly activities. Some of them are
already under process of application right now.

 A group insurance scheme for the employees

 A wedding gift; considering that most of the employees are young unmarried
individuals

A B JEWELS Corporate Presentations

 I made the corporate presentation for A B Jewels, for its dealings on a B2B level
 It was very essential to make our client aware off the marketing activities carried
out by the competitors. The presentations of analysis of the competitors carried out
by me were used in the meetings with the client.
 A presentation on the core competitor Tanishq
 A presentation on the advertising trend of major players in the industry

43
  The website of A B jewels was not very updated and glamorous. Again, the
competitors got an added advantage in the internet marketing. To bring this in the
eyes of the client I made a presentation on the websites of other jewellery
showrooms. This presentation was used in the meeting with client to propose him
to have a makeover of the website

A B JEWELS Social Marketing

I made the Facebook page of A B Jewels. Currently, it is quite active and gaining
momentum.

Other Suggestions for A B Jewels

A B Jewels lacks that charm in order to attract the buyers. The window displays and the in
shop posters are not very attractive. Moreover the fourth floor of A B jewels is not utilized
right now. In the internal meeting conducted over these issues of our client, we came up
with the following suggestions:

If A B Jewels become appealing to the buyers, trust of the old jewellery shops can be easily
grabbed. Hence, it is suggested that A B Jewels undergoes a makeover. The fourth floor of
the showroom can be set up under a new trendy brand name to sell the youth and corporate
collections. The people are getting westernized and with that is their choice of jewellery.
Young people do not associate themselves with the brand A B. Hence a new brand under
the family name of A B is desirable. The window displays are one place of appeal for the
client because of its location. Very attractive, subtle and elegant window displays and shop
boards will make a significant difference in brand awareness and recall.

44
OTHER ACTIVITIES DONE BY ME:

WAGH BAKRI TEA

 Assisted in the artwork of shop board for Mumbai

 Assisted in the magazine ad of Wagh Bakri tea
 Assisted in the artwork of back to school offer for Wagh Bakri Delhi
 The facebook page of Wagh Bakri tea needed some refashioning. I studied the
facebook page of Wagh Bakri, compared it with various other pages and suggested
some ideas which were appreciated by my superior.
 Attended internal meeting regarding the Wagh Bakri sales issues in Surat and the
tough competition from Jivraj Tea
 In Surat, Wagh Bakri tea has a poor market share. According to the client,
more than 85% of the market share is covered by Jivraj Tea. In order to
confirm this data and to device a solution for such a crisis, it was necessary
to conduct a market research in Surat. I assisted in making the questionnaire
for the research to be conducted.

SUPERNOVA GENSETS

 Made the corporate presentation for Supernova Gensets

 Helped in making a recruitment ad for Supernova Gensets to be published in
Hindustan Times Delhi, Telegraph Kolkata, Midday Mumbai, The Hindu Chennai
and Deccan Chronicle Hyderabad.
 Helped in the artwork of Supernova Gensets half page promotional ad

EMALL (SIS GROUP)

 Corporate presentation for emall for its B2B delegations as per the brief of the
client.
 Assisted in various making various artworks of print ads in leading newspapers
Times Of India, Economic Times, Divya Bhaskar etc. during the launch of Vfone

45
TRITON WEBSITE

Triton website is currently under the process of a new look. I contributed in developing a
mock website for the company along with an executive, Shaktiraj. The reviews by the
superiors were positive and the mock website is supposed to be presented to the Mumbai
head office soon.

46
 RESEARCH OREINTED WORK

FLASHBACK: 18th FEB, 2010 (BUSINESS TODAY MAGAZINE)

As a part of the curriculum, summer internship comes as a very significant part of a management
education. My aspirations to work in the advertising industry brought me to Triton. A task that
started with simple applications and emails had a long way to go. In the interview, on realizing my
science background, my interviewee, Mrs. Niyati Kadikar, whom I later knew as an Executive,
Client servicing, gave me a qualifying assignment to be finished within 24 hours. At Triton,
discipline and punctuality of work makes a significant

The Entrance Exam:

Research Objective: To study the market of Business Today Magazine in Ahmedabad

Research Methodology: Questionnaire

Sample Size: 50

Target group: MNCs (Corporates) (10)

SMEs (10)

Stockbrokers (15)

Students (Management profile) (15)

47
Analysis:

5 source of information prefered for business information

 Stockbrokers- Internet, Prowess (software), News channels, Newspapers, Magazines.

 Corporate- Information by the Head Office, Personal Reference, Newspapers, Magazines

 Students- Internet, Newspaper, News channels, Research papers

 SMEs- Internet, Newspapers, News, Magazines

Top five business magazines of India

 Stockbrokers- Dalal Street, Capital Market, Business today, India Today, Outlook

 Corporate- Business Today, Business Week, Bank’s Pvt. Publications

 Students- Business Today, India Today, Business Week, Outlook Business, Economists

 SMEs- Business Today, India Today, Business Week, Dalal Street

Usefulness of business magazines

Respondents of each category found the business magazines very useful. Industry specific
discussions and articles like cover stories and elaborate articulation of current business
happenings were major attractions

Business magazine you read currently

 Stockbroker- Capital Market and Dalal Street compared to Business Today

 Corporate- Besides Bank’s Pvt. Publications, Business Today & India Today are majorly
preferred.

 Students- Business Today, India Today

 SMEs- Occasional reading of magazines like Business Today

48
Contents of an ideal business magazine

 Stockbroker- Company specific details

 Corporate- Precise, brief details, national and international economic trends, current
issues, policy decisions.

 Students- Precise, current issues, global trends

 SMEs-Current issues, etc.

Rating of Business Today magazine ( scale 1-5 where 1 is for bad and 5 for excellent)

 Stockbroker- 4/5

 Corporate- 3.5/5

 Students- 4/5

 SMEs- 4/5

Aspects that would make Business Today the most desired business magazine

 Stockbrokers- Attractive cover page, demand for more frequent editions

 Corporate- Attractive cover page Wide coverage in various issues such as banking,
insurance, mutual funds, etc.

 Students- Reasonable price, simple language, topics relating to Marketing and HR

 SMEs- don’t prefer magazines against the latest sources of information. Hence no
suggestions provided

49
Conclusion

From the survey, we can conclude that:

 The use of business magazines in stock markets is very less, due to internet and news
channels, which can provide minute to minute information.

 Business corporate are more inclined towards bank’s private publications along with
magazines like BUSINESS TODAY and INDIA TODAY

 Students form a majority of the people who use business magazines.

 SMEs read magazines only occasionally.

 BUSINESS TODAY, strong points- the cover story, company specific information and
attractive cover page.

50
WAGH BAKRI TEA

Research Objective: To study the consumption behaviour of tea bags in the market.

Research Methodology: Questionnaire

Sample size: 50

Analysis:

Use tea bags

Tea bag Consumption

28%
YES
NO
72%

Brands of tea / tea bags consumed

Brands of Tea/ Tea bags

consumed
6%
6% Wagh Bakri
10% Lipton
Tata Tea
12%
66% Tetley
Others

51
Reasons for the use of a specific brand

Reasons for loyalty towards a

brand

8%

16% Taste
Aroma
Many years of usage
56%
20% Others

Maximum recall of advertisements

Most of the responses were as follows:
 Tata Tea (Jaago re)
 Taj Mahal (Zakir Hussain)
 Taj Mahal (Saif Ali Khan)
 Lipton

Brand Awareness
Tata Tetley: 86% of the respondents were aware of this brand
Taj Mahal: 92% of the respondents were aware of this brand
Twinings: Only 6% of the respondents were aware of this brand

52
Sources of Brand Information

Advertisement Promotions Shopkeeper Friends and

Family
Tata Tetley: 80% 30% 20% 24%
Taj Mahal: 94% 30% 38% 20%
Twinings: 6% --- 8% 4%

Relation between the usage of tea bags and various products

45%
40% 40% 40% 40%
40%

35% 32% 32% 32% 32%

30% 28% 28% 28% 28%

25% Elite
Economy
20%
Any
15%

10%

5%

0%
Cars Watch Mobile Apparel

Celebrity endorsements for various Tea bag brands

About 96% respondents were able to identify Zakir Hussain and Saif Ali Khan to be the celebrity
endorsers for Taj Mahal Tea Bags
 30% respondents were able to identify Sania Mirza to be the celebrity endorsers for
Tetley Tea Bags
 20% respondents were able to identify Vidya Balan to be the celebrity endorser for Wagh
Bakri Tea Bags

53
Conclusion

 Out of all the people who drink tea, only 28% of them used tea bags, indicative that the
market for tea bags is not very huge
 Wagh Bakri tea emerges as a clear winner of the maximum market share, about 66% in
Ahmedabad
 The criteria for choosing any particular brand of tea are majorly based on taste and aroma.
Advertising helps only in enhancing the sales and not in selling the product itself
 TATA tea’s ad Jaago re and Taj Mahal tea’s ad starring Zakir Hussain/ Saif Ali Khan have
the highest brand recall
 TATA Tetley and Taj Mahal tea bags are quite famous in the market and advertisements
have been of significant help in bringing this awareness
 Many people did not find any relation between the use of tea bags and the brands of cars;
watches etc. though many related the use of tea bags with high status and perceived that
the people who use tea bags prefer elite commodities in usage.
 The celebrity endorsements for most of the Tea bag Brands are not very useful in Brand
recall. Though Taj Mahal tea has had a firm impression in the minds of people. While
Tetley tea bags and Wagh Bakri tea brands have had some impact

54
 CONCLUSION

CONCLUSION

In the summer internship period at Triton Communications I have undertaken various activities,
both experiential and research based. After having a thorough understanding of the organization
structure and functions, my first project was A B Jewels. A B Jewels is an established player in
the industry. Backed by the experience of 60 years, the goal of A B Jewels is to now take a leap
towards creating a Brand Image for itself. I studied the current brand value of A B Jewels and
compared it with the prominent competitors in the industry. We organized various campaigns for
the externals as well as the internal customers; i.e. the employees of A B Jewels. This was done so
as to increase the awareness about the brand and come in direct contact with its current as well as
potential customers. We suggested the client to undergo a makeover so as to create a brand image
that is more appealing and trendy. Youth and working people now form a huge customer base in
jewellery market. We propose them to make a special section that has trendy and youth oriented
subtle designs, in order to cover a wider customer demographics.

The research work carried out for Business Today revealed the preference for business magazines
among various target audience. Nowadays, magazines are less preferred because of the availability
of other sources. Internet and business news channels are preferred more due to the instant
availability of information. Business Today has higher Brand recall on account of its attractive
cover page. The cover story forms a strong point of differentiation for Business Today

The other research work was for Wagh Bakri Tea bags. I found out that the market for tea bags is
comparatively low. For tea market in Ahmedabad Wagh Bakri has the maximum share. But for
tea bags, it faces immense competition from Tata Tetley tea bags and Taj Mahal tea bags. The
brand recall is high in case of Tata tea, Taj Mahal tea and to some extent Lipton tea. Celebrity
endorsement has been fruitful for Taj Mahal Tea. Yet another aim of this survey was to find the
relation between the consumption of tea bags and the category of the other products used. Though
many people do not find any relation between the two, a significant number of people felt that the
people of higher class, the ones which use the products of elite category are the primary consumers
of tea bags.

55
LEARNING

The field of advertising and communication looks very attractive from the periphery. The glamour
of the media lures people towards working in this sector and this holds true especially for the
youth. When I joined Triton communications, I only had in mind the glamour of the industry and
a rough idea about how an agency works. At the end of the two months of internship, the attraction
towards the chants of media and advertising has turned out to become enthusiasm and vigour to
get behind the scenes and enjoy the process of making enchanting communications with the world.
The corporate exposure I received in this organization helped me get an introduction to the world
I would be facing after the management education. Though all lessons did not come the easy wa.
At times, the scolding and work load were difficult to handle. Now, on completion, I realize that
it is because of these work pressures and scolding for minute things that has enhanced my
understanding and knowledge for the industry. Moreover, I was treated not as an intern but as a
part of their team and the work was allocated not to inflate the size of my project report but to give
an experience of being an employee and learning the in and out of the functions of a brand service
executive.

Attending brainstorming meetings with the whole working team, contributing in idea generation,
making presentation for the clients, learning the importance of competitor analysis, briefing the
art team, checking the ads before final artwork, organizing and attending marketing campaigns,
going out in the market for research on consumer behavior towards various products etc. have been
hands-on learning regarding the practical aspects of advertising world. Though my concentration
was more on client servicing, because of the broader aspect of the project, yet almost all types of
work, procedures etc. have been studied and learnt by me, which has given me a good insight about
the communication process.

In a company like Triton, As a part of client servicing team, you are responsible for overall quality
of communication tool that you provide to your client. A copy-writer can be held responsible for
the copy of ad, an art person can be blamed for the bad layout or design, but a client service person

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is responsible for the overall advertisement. So it comes as a job full of responsibilities. Hence
emphasis is laid on discipline, systematic working and minute observations.

Finally I would like to conclude my report by saying that the overall experience in working with
Triton Communications has been remarkable. Leaving the comfortable niche of the college life
and moving towards the harsher side of the world, so as it is known, the corporate life was one
thing I hated at the onset of the training. But the environment has been very friendly and all the
people, however senior, have been very supportive and outgoing. Two months in this organization
and they have given me a comfortable and lovable niche at the not so harsh corporate. Right from
corporate exposure to learning the minutes of ad making and strategy devising process, my Journey
of the Advertising Market has been outstanding.

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RECOMMENDATIONS

The first and foremost thing I would like to recommend is that the company has an active website
is not working. Ad agencies are into the business of communication and websites are an important
mode of communication. Not having a website creates a negative impression. For this purpose, a
client service executive and I have developed a mock website for recommendation

The company does not lay a lot of importance on the research work. Market research is very
important for understanding the consumer preferences. Yet the work load of the core ad making
keeps the employees too busy and not a lot of emphasis is given to market research and analysis.

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APPENDIX

Survey Questionnaire of Business Today Magazine

Name - Age - Profession -

1. Name five sources of information you use for business information?

2. Which are the top five business magazines of India?

3. Do you find Business magazines useful?

4. Which Business magazines do you read currently? Why?

5. How do you think an ideal Business magazine should be?

6. How do you rate Business Today on scale of 1-5? (1 for bad , 5 for Good)

7. What do you think will make it the most desired Business magazine?

Thank You

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SURVEY QUESTIONNAIRE OF Wagh Bakri Tea Bags
Name: Occupation:

Gender: Age:

Monthly income: Location:

Do you use tea bags?

 Yes
 No

Which brand of tea / tea bags do you use?

_____________________________________________________________________________________

Why do you use the specific brand?

_____________________________________________________________________________________

Are you aware of any other brands?

_____________________________________________________________________________________

Can you enlist the advertisement of any 3 brands?

Are you aware of the following tea bags brands?

Tata Tetley: Yes No
Taj Mahal: Yes No
Twinings: Yes No

How did you come to know about these brands?

Advertisement Promotions Shopkeeper Friends and
Family
Tata Tetley:
Taj Mahal:
Twinings:

What brands will a tea bag consumer use in the following category?
Car:
Watch:

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Mobile:
Apparels:

Which celebrity represents the following tea bag brands?

Brand \Celebrity
Tata Tetley tea bags
Taj Mahal tea bags
Twinings tea bags
Lipton tea bags
Typhoo tea bags
Brewing tea bags
Darjeeling tea bags
Chai tea bags
Society tea bags
Gtee tea bags
Wagh Bakri tea bags
Unbranded tea bags

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REFERENCE

Triton Intranet

www.exchange4media.com

www.abjewels.com

www.tanishq.co.in

www.tbztheoriginal.com

www.gitanjaligroup.com

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