A STUDY ON

MEDIA PLANNING

With reference to

KARTHIK AGENCIES

A Project Report Submitted in Partial Fulfillment of the Requirement

For the Award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

D. Prasanna

(HT. NO.150928300014)

Under the esteemed guidance of

Mr.CH KISHORE BABU M

M.B.A.
Associate Professor Department of Management Studies

SAMHITHA DEGREE COLLEGE, RAJAHMUNDRY

2015-18

36
 CERTIFICATE
This is to certify that the project work entitled A study on MEDIA
PLANNING with reference to KAETHIK AGENCIES (SALES & SERVICE
DEALERS) submitted to ADIKAVI NANNAYA UNIVERSITY,
RAJAHMUNDRY in partial fulfilment of the requirement for the award of
the Degree of BACHELOR OF BUSINESS ADMINISTRATION carried out
By MS. D. PRASANNA , Reg.No: 150928300014, is a work done under
my guidance and supervision.

Signature of project Guide Signature of H.O.D.

M.CH.KISHORE BABU

36
 DECLARATION

I hereby declare that the project entitled A Study on MEDIA

PLANNING with reference to KAETHIK AGENCIES (SALES & SERVICE
DEALERS) is submitted to the Department of Management studies,
SAMHITHA DEGREE COLLEGE, RAJAHMUNDRYis a work done by me in
partial fulfilment for the award of degree of the BACHELOR OF
BUSINESS ADMINISTRATION.

I also declare that this project is the result of my own effort and is
not submitted to any other university University/institution, either
in whole or in part. I, further declare that, I am alone responsible
for omission and commissions, if any.

Place:

Date:

(MS. D. PRASANNA)

(HT. NO.:150928300014)

36
 ACKNOWLEDGEMENTS
I feel it is my duty and honor to acknowledge all those who have extended
their guidance and warm support in completing my project work.

It is my great privilege to thank Smt. Jakampudi RajaGaru, Director,

Samhitha Degree College for her continuous support and encouragement in my
endeavor.

It is my special thank to Mr.T.Rama KrishnaGaru, Principal, Samhitha

Degree College for supporting & encouraging to doing my project work.

I profoundly to thank Mr. Ch Kishore Babu M, Associate Professor, Samhitha

Degree College under whose guidance made me a thorough and complete of my
Project Work.

Finally, I thank all the teaching and non-teaching staff members who
extended their cordial and valuables.

(MS. D. PRASANNA)

(HT. NO.:150928300014)

36
 CONTENTS

TOPIC Pg .No
1. Company Profile----------------------------------------------------------------------------------- 9
2. Introduction to Media sector-------------------------------------------------------------------- 12
2.1. Cable TV industry overview------------------------------------------------------------------- 13
2.2. Impact on Television Industry----------------------------------------------------------------- 17
3. Organization structure of HY TV-------------------------------------------------------------- 18
4. Advertising---------------------------------------------------------------------------------------- 19
4.1 Introduction to Advertising--------------------------------------------------------------------- 19
4.2 Objectives of Advertising----------------------------------------------------------------------- 19
4.3 Functions of Advertising------------------------------------------------------------------------ 20
4.4 Advertising versus Publicity-------------------------------------------------------------------- 21
4.5 Marketing of an Advertisement---------------------------------------------------------------- 21
4.6 Key participants in Marketing process-------------------------------------------------------- 21
5. Consumer Behavior Study----------------------------------------------------------------------- 23
5.1 Factors influencing consumer behavior------------------------------------------------------ 24
5.2 Flow chart of Brand Building on TV channel----------------------------------------------- 27
6. The Advertising Business------------------------------------------------------------------------- 29
6.1Agency and Client relationship----------------------------------------------------------------- 29
6.2Role of Ad Agency in Advertising------------------------------------------------------------- 29
6.3Organizations in Advertising-------------------------------------------------------------------- 30
6.4People in Advertising----------------------------------------------------------------------------- 30
6.5Kinds of Agency Organizations----------------------------------------------------------------- 31
6.6Advertising Departments------------------------------------------------------------------------- 32
6.7Selection of an Advertising Agency------------------------------------------------------------- 36
6.8Types of Advertising Agencies------------------------------------------------------------------ 36
6.9How Ad agencies get clients-------------------------------------------------------------------- 40
6.10 Client-Agency relationship-------------------------------------------------------------------- 40
6.11Factors affecting Client-Agency relationship----------------------------------------------- 41
6.12Basic principles of Client-Agency relationship--------------------------------------------- 41
6.13Departments in Ad agency--------------------------------------------------------------------- 42
7. Communication Process--------------------------------------------------------------------------- 42
7.1Components of Communication Process------------------------------------------------------- 43
8. Media Planning-------------------------------------------------------------------------------------- 45
8.1 Introduction about Media Planning-------------------------------------- 45

36
8.2Media terms------------------------------------------------------------------ 46
8.3Objectives of Media Planning--------------------------------------------- 47
8.4Media planning Strategy--------------------------------------------------- 48
8.5Steps for Effective Media planning-------------------------------------- 49
8.6Media planning process---------------------------------------------------- 52
8.7Media Cost and Media Availability-------------------------------------- 53
8.8Media Scheduling----------------------------------------------------------- 54
9. Government policies in Media sector------------------------------------- 55
10. Media Buying--------------------------------------------------------------- 58
10.1Advertising rate card in HY TV----------------------------------------- 59
11. Research Methodology---------------------------------------------------- 61
11.1Research Methods--------------------------------------------------------- 62
11.2Research Design----------------------------------------------------------- 62
11.3Types of Research design------------------------------------------------ 62
11.4Sampling Techniques----------------------------------------------------- 63
11.5Need for Sampling-------------------------------------------------------- 64
11.6Data collection Method-------------------------------------------------- 66
11.7Selection of Method for Data collection------------------------------ 68
11.8Questionaire--------------------------------------------------------------- 69
11.8.1Questionaire for Ad agency------------------------------------------- 72
11.8.2Questionaire for Clients----------------------------------------------- 74
11.8.3Questionaire for Audience-------------------------------------------- 78
11.9Analysis and Interpretation--------------------------------------------- 79
12.Suggestions---------------------------------------------------------------- 90
Conclusion----------------------------------------------------------------- 91
Bibliography--------------------------------------------------------------- 92

DIAGRAMS

36
 1. Cable TV Industry Structure------------------------------------------- 15
2. Market shares------------------------------------------------------------- 15
3. Flow chart on Brand building on TV channels-------------------- 27
4. Channel rating Diagram------------------------------------------------ 50
5. Flexibility of Media Channel------------------------------------------ 52
6. Sales of electronic media in last five years------------------------ 56

TABLES

1. Cable industry Financials----------------------------------------------- 16

2. FDI limit in various sectors--------------------------------------------- 56
3. Future prospects of Media sector------------------------------------- 57

OBJECTIVE:

36
 To study the relationship among media planning, media buying and Advertising a specific
product in electronic media.
To study how a company can get competitive advantage of the product through
advertising in electronic media.
To understand contemporary media planning issues through discussion of current
events/trends
To gain conceptual knowledge of media forms/types
To understand how advertising is integrated with other promotional tools to create
effective marketing communication plans.
To be familiar with resources available for advertising media planning
To apply your skills and knowledge through developing a complete media plan

36
 INTRODUCTION

A wise man once said, "The person who saves money by not advertising is like the man
who stops the clock to save time." In today's fast-paced, high-tech age, businesses must use some
form of advertising to make prospects aware of their products and services.

Even a famous company like Coca-Cola continually spends money on advertising to

support recognition of their products. In 1993, Coca-Cola spent more than $150 million to keep
its name in the forefront of the public's eye. So the question isn't whether or not you can afford to
advertise, you simply must if you want your business to succeed.

Some questions you should consider before buying ads are:

1. What media is the best to use?

2. How important is creativity?

3. Is there a way to buy space and time that will stretch my advertising budget?

When it comes to advertising, a lot of people really don't know what they want, where to get it or
what to do with it after they have it. This publication will help you learn to determine what type
of advertising media is best for you. It also provides guidelines you can use to obtain the
advertising exposure you need and win help you identify ways to make your advertising more
cost efficient.

Advertising is an investment in your business' future. And, like any investment, it's important to
find out as much as you can before you make a decision. You'll be able to use this publication
often as a reliable reference toot in the months and years to come.

36
NEWSPAPER ADVERTISING
Every advertising medium has characteristics that give it natural advantages and limitations. As
you look through your newspaper(s), you'll notice some businesses that advertise regularly.
Observe who they are and how they advertise their products and services. More than likely, their
advertising investment is working if it's selling!

Almost every home in the United States receives a newspaper, either by newsstand or home
delivery. Reading the newspaper is a habit for most families. And, there is something for
everybody -- sports, comics, crosswords, news, classifieds, etc. You can reach certain types of
people by placing your ad in different sections of the paper. People expect advertising in the
newspaper. In fact, many people buy the paper just to read the ads from the supermarket, movies
or department stores.

Unlike advertising on TV and radio, advertising in the newspaper can be examined at your
leisure. A newspaper ad can contain details, such as prices and telephone numbers or coupons.

There are many advantages to advertising in the newspaper. From the advertiser's point-of-view,
newspaper advertising can be convenient because production changes can be made quickly, if
necessary, and you can often insert a new advertisement on short notice. Another advantage is
the large variety of ad sizes newspaper advertising offers. Even though you may not have a lot of
money in your budget, you can still place a series of small ads, without making a sacrifice.

Some Disadvantages with Newspaper Advertising

Advertising in the newspaper offers many advantages, but it is not without its inherent
disadvantages, such as:

1. Newspapers usually are read once and stay in the house for just a day.

2. The print quality of newspapers isn't always the best, especially for photographs. So
use simple artwork and line drawings for best results.

3. The page size of a newspaper is fairly large and small ads can look minuscule.

4. Your ad must compete with other ads for the reader's attention.

5. You're not assured that every person who gets the newspaper will read your ad. They
may not read the section you advertised in, or they may simply have skipped the page
because they were not interested in e news on it.

36
How Should I Work with my Newspaper Representative?
Every newspaper has its own sales staff, and you're normally given a personal newspaper "sales
representative." A newspaper sales rep can be very helpful. He or she can keep you posted on
special sections or promotions that may apply to your business, but always keep in mind it is the
sales rep's job to sell you advertising.

Your sales rep might say that the newspaper can lay out any of your ads, pre-prepared or not. But
these ads are assembly line products and are not often very creative or eye-catching. Consider
using an artist or agency for your ads.

In addition, your sales rep can sometimes be instrumental in making sure your story or
upcoming announcement "finds" the right reporter because the relationship between the
advertising and editorial staff is chummier than most people think, despite claims of total
independence.

Buying Newspaper Advertising Space

Since the Expanded Standard Advertising Unit System was adopted back in 1984, it is now
easier to buy advertising space in newspapers. Advertising is sold by column and inch, instead of
just line rates. You can determine the size ad you want just by looking in the newspaper in which
you want to advertise. If you can't locate an ad that's the size you want, just measure the columns
across and the inches down. For example, an ad that measures 3 columns across and 7 inches
down would be a 21-inch ad. If the inch rate is $45.67, your ad will cost $959.07. In case your
newspaper is still on the line rate system, remember there are 14 lines to an inch. So, if the line
rate is $3.75, multiply it by 14 and you will have the cost of an inch rate. (The rate would be
$45.50 an inch.)

Here are some other things to remember:

1. Newspaper circulation drops on Saturdays and increases on Sundays, which is also the
day a newspaper is read most thoroughly.

2. Position is important, so specify in what section you want your ad to appear.

Sometimes there's a surcharge for exact position ... but don't be afraid to pay for it if you
need it.

3. Request an outside position for ads that have coupons. That makes them easier to cut
out.

4. If a newspaper is delivered twice daily (morning/evening),it often offers

36
"combination" rates or discounts for advertising in both papers. You usually can reach more
readers, so this kind of advertising may be something to consider.

Other important tips to remember are:

! Before you advertise, have in mind a definite plan for what it is you want to sell.

! Create short, descriptive copy for your ad. Include prices if applicable. Consider using
a copywriter or ask your newspaper for free copy assistance.

! Face your products toward the inside of the ad. If the product you want to use faces
right, change your copy layout to the left.

! Be sure to include your company name and logo, address and telephone number in the
ad.

! Neat, uncluttered and orderly ads encourage readership. Don't try to crowd everything
you can in the layout. If the newspaper helps you with the layout, be sure to request a
proof of the final version so you can approve it or make changes before it is printed.

! Always make sure you are satisfied with what your advertising says and how it looks
before it goes to print.

MAGAZINE ADVERTISING

Many of the same "print" principles which apply to newspaper advertising also
apply to magazine advertising. The biggest differences are:
! Magazines are usually weekly or monthly publications instead of daily.

! Advertising messages are more image-oriented and less price-oriented.

! The quality of the pictures and paper are superior to newsprint.

! Advertisements involve color more often.

The general rule that you can run the same ad 3-5 times within a campaign period before its
appeal lessens applies to magazine advertising as well, even with a monthly publication. So it
makes sense to spend extra time and money to prepare a worthwhile ad that can be successfully
repeated.

Over long terms such as these, however, be aware that the client (you) often tires of the ad before
the audience does.

36
Because ads in magazines are not immediate, they take more planning. Often, an ad for a
monthly magazine must be prepared at least a month in advance of publication, so ads detailing
prices and items must be carefully crafted to ensure accuracy.

Since the quality of the magazines are superior, the advertising that you generate must be
superior as well. Negatives are usually required instead of prints or "PMTs" (photo-mechanical
transfers). Consider obtaining assistance from a graphic artist or an advertising agency.

There are two categories of magazines: trade magazines and consumer magazines. Trade
magazines are publications that go to certain types of businesses, services and industries.
Consumer magazines are generally the kind you find on the average newsstand. Investigate
which type would do your business the most good.

An agency can also purchase the magazine space for you, often at no charge, because the
magazine pays the agency a commission directly. If you wish to purchase the advertising
yourself, contact the magazine directly and ask for an "Ad Kit" or "Media Package." They will
send you a folder that includes demographic information, reach information, a current rate card
and a sample of the publication.

Although most magazines are national in nature, many have regional advertising sections that
allow your business to look like it purchased a national ad when it only went to a certain
geographical area. This can be especially useful if your product or service is regional in nature as
well and could not benefit from the magazine's complete readership. Each magazine does this
differently, so contact the one(s) you are interested in and ask them about their geographic
editions. Some sophisticated magazines even have demographic editions available, which might
also be advantageous.

RADIO ADVERTISING
Since its inception, radio has become an integral part of American culture. In some way, it
touches the lives of almost everyone, every day. Radio, as a medium, offers a form of
entertainment that attracts listeners while they are working, traveling, relaxing or doing almost
anything. A farmer, for example, may listen to the radio while he is having breakfast or plowing
his field. People driving to work often listen to the radio. Radio offers information such as: news,
weather reports, traffic conditions, advertising and music for your listening pleasure.

What Are Some of the Good Things About Radio?

Radio is a relatively inexpensive way of reaching people. It has often been called the "theater of
the mind" because voices or sounds can be used to create moods or images that, if crested by
visual effects, would be impossible to afford.

36
You can also negotiate rates for your commercials, or even barter. Stations are often looking for
prizes they can give away to listeners, so it's possible to get full commercial credit for the
product or service you offer.

Advantages to radio advertising include:

! The ability to easily change and update scripts are paramount to radio broadcasting,
since news stories can and often do happen live.

! Radio is a personal advertising medium. Station personalities have a good rapport with
their listeners. If a radio personality announces your commercial, it's almost an implied
endorsement.

! Radio is also a way to support your printed advertising. You can say in your
commercial, "See our ad in the Sunday Times," which makes your message twice as
effective.

What Are Some Limitations to Radio Advertising?

Radio advertising is not without its disadvantages too, such as:

! You can't review a radio commercial. Once it plays, it's gone. If you didn't catch all the
message, you can't go back and hear it again.

! Since there are a lot of radio stations, the total listening audience for any one station is
just one piece of a much larger whole. That's why it's important to know what stations
your customers and prospects probably listen to. Moreover, most of the time, you'll need
to buy time on several radio stations to reach the market you seek.

! People don't listen to the radio all the time ... only during certain times of day. So, it's
important to know when your customers or prospects are listening. For example, if you
want to reach a large portion of your audience by advertising during the morning farm
report, you must specify that time period to the radio station when you buy the time.

One of the most popular times to reach people is during "drive time" (from 6 a.m. to 10 a.m. and
3 p.m. to 7 p.m.). It's called that because most people are going to or from work during this
period, and because most people listen to their radio when they drive. Unfortunately, radio
stations know that this is a favorite time to advertise, so commercial costs are much higher
during this time.

! Radio as a broadcasting medium, can effectively sell an image ... or one or two ideas at
the most. It is not, however, a detailed medium ... and is a poor place for prices and
telephone numbers.
36
 ! Radio listeners increase in the spring and summer, contrary to television audiences
which increase in the fall and winter and decrease in the summer. This is ail important
aspect to consider when you are choosing advertising media.

ADVERTISING
As we know that advertising plays an important role in Marketing especially in electronic media.
All the TV channels will generate revenues through Advertisements. So getting an advertisement
is a big deal in any of the TV channels. As per our project HY TV is an INFOTAINMENT
channel which has been launched recently. At present they dont have subscription to TAM. Most
of the Ad. Agencies go for TAM rating in selection of Communication Media. So let us see how
an advertising agency works, how an advertisement works and how to attract the Ad. Agencies.
INTRODUCTION:
Advertising is an effective method of reaching people with product information. Advertising is
controlled, identifiable information and persuasion by means of Mass communication media. It
is considered controlled information because it has use the Time, Space and content of the
message effectively and economically. It is controlled because it is directed at a particular group.

OBJECTIVES:
The basic objective of the advertising is to increase the sales volume and profits.
1) To facilitate launching a new product or service or a new brand into the Market.
2) To create the awareness about the product or service.
3) To build up a goodwill.
4) To enter into new market segment for Market development.

FUNCTIONS OF ADVERTISING:
Advertising serves every sector of the business Society -Consumer, producer and middlemen
(Agency and sales men).The various functions of the Advertising may be grouped into two
classes - (1) Primary functions, and (2) Secondary functions.
(1) PRIMARY FUNCTIONS:
a) To increase sales
b) Persuasion of dealers
c) Help to dealers.
d) To increase in per capita use

36
 e) Creates awareness of new product
f) To eliminate seasonal fluctuations
g) More business for all
h) Raising of standard of living
(2) SECONDARY FUNCTIONS:
a. To encourage salesmen
b. To furnish Information
c. To impress executives
d. To impress factory workers
e. Feeling of security

ADVERTISING VERSUS PUBLICITY:

Advertising and publicity are both marketing communications and both may appear in same
media; but where advertising is paid for by its sponsor, publicity is not.

MARKETING OF AN ADVERTISEMENT:
After making the advertisement Marketing of the advertisement comes into picture.
Advertisement will be designed depending on four Ps.
1. Product
2. Place
3. Promotion
4. Price

KEY PARTICIPANTS IN THE MARKETING PROCESS:

Peoples needs and wants change daily, and marketers should know about the customers
expectations and needs. This makes the marketing process very dynamic. The various
participants in marketing process are as follows,

(1) CUSTOMERS:
Customers are the people or organizations who consume the products and services. They
fall into three general categories:
a) Current customers
b) Prospective customers
c) Centers of influence
36
(2) MARKETS:
It is a group of current and prospective customers who share a common interest, need, or
desire, who can use the specific product or service, and who are willing to pay for it.
These markets are broadly classified into four types
a) Consumer markets
b) Business markets
c) Government markets
d) Global markets

(3) MARKETERS:
The third participation in the marketing process, marketers, includes every person or
organization that has products, services, or ideas to sell manufactures market consumer
and business products. Farmers market wheat; doctors market medical services; banks
market financial products; and political organizations market philosophies and
candidates. To be successful, marketers must know their markets intimately before they
start advertising.

Consumers
Decisions
Marketing Other CONSUMER
Stimuli Stimuli BEHAVIOUR Product choice :

Product Economic Brand choice

Price Technological Dealer choice

Place Political 36 Purchasing timing

Promotion Cultural Purchasing amount.

 Consumer
Characteristics

Cultural Problem recognition

Social Information search

Personal Decision Evaluation

Psychological Post purchase Behavior

Model of Factors Influencing Consumer Behavior:

Cultural factors

36
 Social factors

Personal factors
Reference groups
Cultural
Age & Life cycle

Psychological
Occupation factors
Family

Economic Motivation
Sub-cultural
Circumstances Perception
Learning
Life style Beliefs and Buyer
Roles & Status
personality & Self Attitudes

Social class concept

36
Cultural factors

Culture:
Culture is the most fundamental determinant of a persons wants and behavior like set of
values, perceptions, preference and behaviors through his or her family member.

Sub culture:
Sub culture includes nationalities, religious, racial groups and geographical regions.

Social class:
Social classes are relatively homogenous and enduring decisions in a society which are
hierarchically ordered and whose members share similar values, interests and behavior. Social
classes include upper class, middle class and lower class.

Social factors
Reference groups:
A persons reference group consists of all the groups that have a direct (face to face) or
indirect influence on the persons attitude or behavior.This groups to which the person belongs
and interacts.

Personal factors
A consumer decisions are also influenced by personal characteristics notably the buyers age &
life cycle stage, occupation, economic, circumstance, life style & personality and self concept.

36
Psychological factors
Motivation:
A person has many needs at any given time. Some needs are biogenic. They arise from
psychological states of tension such as hunger, tryst and discomfort.

Perception:
Perception is defined as the process by which an individual select, organizes intercepts
information, input to create a meaningful picture of the world.

Learning:
When people act, they learn. Learning describes changes in an individuals behavior rising from
experience, process of applying results of fast experience to evaluate a new situation or modify feature.

Beliefs and attitudes:

Doing and learning people acquire beliefs and attitudes. These in term influence consumer
behavior belief are a descriptive thought that a person holds about something. An attitude describes
persons enduring favorable or unfavorable evaluations, emotional feelings.

36
Hitachi Systems is a leading IT service provider specializing in developing and implementing
business systems for customers of diverse sectors and sizes. We also operate, monitor, and
maintain those systems by using a multi-tiered service infrastructure comprising data centers,
network and security operations centers, contact centers, and a nationwide network of around
300 service sites. Ever since the dawn of the Japanese IT industry, we have been at the forefront
of the IT revolution, using our rich experience to provide end-to-end services ranging from
consulting customers on their systems needs to designing, implementing, operating, and
maintaining systems to operating a help desk, all with the goal of supporting customers' business
management and day-to-day operations. Hitachi Systems assists customers with their digital
transformation needs and works with them in creating new value by delivering unique services
that leverage our diverse human capital and advanced IT solutions. We strive to become a global
service company that earns the complete trust of customers.

Blue Star is India's leading air conditioning and commercial refrigeration company, with an
annual revenue of over 4400 crores (over US$ 681 million), a network of 35 offices, 5 modern
manufacturing facilities, 2700 employees, 2200 dealers and 600 retailers. Blue Star's integrated
business model of a manufacturer, contractor and after-sales service provider enables it to offer
an end-to-end solution to its customers, which has proved to be a significant differentiator in the
market place. In fact, every third commercial building in India has a Blue Star product installed.

The Company fulfills the cooling requirements of a large number of corporate, commercial as
well as residential customers. Blue Star has also recently forayed into the residential water
purifiers business with a stylish and differentiated range including Indias first RO+UV Hot &
Cold water purifier; as well as the air purifiers and air coolers businesses. The Company also
offers expertise in allied contracting activities such as electrical, plumbing, fire-fighting and
industrial projects, in order to offer turnkey solutions, apart from execution of specialised
industrial projects.

Blue Star's other businesses include marketing and maintenance of imported professional
electronics and industrial products and systems, which is handled by a wholly owned subsidiary
of the Company called Blue Star Engineering & Electronics Ltd.

36
The Company has manufacturing facilities at Dadra, Himachal, Wada and Ahmedabad, which
use modern, state-of-the-art manufacturing equipment to ensure that the products have consistent
quality and reliability. The Company has a manufacturing footprint of about 1 lakh sq m,
producing over 300 models across 25 product lines. The Company's mainstay of product
development and R&D has been energy efficiency, coupled with eco-friendly and sustainable
products.

In accordance with the nature of products and markets, business drivers, and competitive
positioning, the lines of business of Blue Star can be segmented as follows:

Electro-Mechanical Projects and Packaged Air Conditioning Systems

This business segment covers the design, manufacturing, installation, commissioning and
maintenance of central air conditioning plants, packaged/ducted systems and variable refrigerant
flow (VRF) systems, as well as contracting services in electrification, plumbing and fire-fighting.
After-sales services such as revamp, retrofit and upgrades also form part of this segment. Blue
Star is the largest after-sales AC&R service provider in India, maintaining around 2 million TR
of equipment. Its 24x7 call centre handles over 1 million service calls a year. Blue Star is present
right from understanding the customer requirement to hassle-free project execution and
committed after-sales service i.e. throughout the life cycle of the air conditioning system.

Unitary Products

Blue Star offers a wide variety of stylish, contemporary and energy-efficient room air
conditioners for both residential as well as commercial applications; manufactures and markets a
comprehensive range of commercial refrigeration products and cold chain equipment; water
purifiers; air purifiers; and air coolers.

Professional Electronics and Industrial Systems

For over six decades, Blue Star has been the exclusive distributor in India for many
internationally renowned manufacturers of hi-tech professional electronic equipment and
services, as well as industrial products and systems. It has carved out profitable niches for itself
in most of the specialised markets it operates in, such as Industrial Products and Systems, Non
Destructive Testing, Testing Machines, Data Communication Products & Services, Testing and

36
Measuring Instruments and Healthcare Systems. This business is managed by the Company's
wholly owned subsidiary, Blue Star Engineering & Electronics.

The Mitsubishi company was established as a shipping firm by Yatar Iwasaki (18341885) in
1870. In 1873, its name was changed to Mitsubishi Shokai. The name Mitsubishi () consists
of two parts: "mitsu" meaning "three" and "hishi" (which becomes "bishi" under rendaku)
meaning "water caltrop" (also called "water chestnut"), and hence "rhombus", which is reflected
in the company's logo. It is also translated as "three diamonds".

Mitsubishi was established in 1870, two years after the Meiji Restoration, with shipping as its
core business. Its diversification was mostly into related fields. It entered into coal-mining to
gain the coal needed for ships, bought a shipbuilding yard from the government to repair the
ships it used, founded an iron mill to supply iron to the shipbuilding yard, started a marine
insurance business to cater for its shipping business, and so forth. Later, the managerial resources
and technological capabilities acquired through the operation of shipbuilding were utilized to
expand the business further into the manufacture of aircraft and equipment. The experience of
overseas shipping led the firm to enter into a trading business

In 1881, the company bought into coal mining by acquiring the Takashima Mine, followed
by Hashima Island in 1890, using the production to fuel their extensive steamship fleet. They
also diversified into shipbuilding, banking, insurance, warehousing, and trade. Later
diversification carried the organization into such sectors as paper, steel, glass, electrical
equipment, aircraft, oil, and real estate. As Mitsubishi built a broadly based conglomerate, it
played a central role in the modernization of Japanese industry.

In February 1921, the Mitsubishi Internal Combustion Engine Manufacturing Company in

Nagoya invited British Sopwith Camel designer Herbert Smith, along with several other former
Sopwith engineers to assist in creating an aircraft manufacturing division. After moving to Japan,
they designed the Mitsubishi 1MT, Mitsubishi B1M, Mitsubishi 1MF, and Mitsubishi 2MR.

The merchant fleet entered into a period of diversification that would eventually result in the
creation of three entities:

36
 Mitsubishi Bank (now a part of the Mitsubishi UFJ Financial Group) was founded in
1919. After its mergers with the Bank of Tokyo in 1996, and UFJ Holdings in 2004, this
became Japan's largest bank.
Mitsubishi Corporation, founded in 1950, Japan's largest general trading company
Mitsubishi Heavy Industries, which includes these industrial companies:

Mitsubishi Motors, the sixth-largest Japan-based car manufacturer.

Mitsubishi Atomic Industry, a nuclear power company.
Mitsubishi Chemical, the largest Japan-based chemicals company
Mitsubishi Power Systems, a power generation division

Nikon Corporation, specializing in optics and imaging.

The firm's prime real estate holdings in the Marunouchi district of Tokyo, acquired in 1890, were
spun off in 1937 to form Mitsubishi Estate, now one of the largest real estate development
companies in Japan.

The Mitsubishi Group is made up of about 40 individual companies with no controlling parent
company. Each of the Mitsubishi companies owns substantial (but usually not controlling)
portions of the shares of the others.

Twenty-nine of the group companies participate in the Friday Conference , a luncheon meeting
of their most senior executives held on the second Friday of each month. The group began its
tradition of monthly executive meetings in 1952, and over time the meetings became a venue for
coordinating policy between the group companies. However, by the 1990s, this practice was
criticized (particularly by non-Japanese investors) as a possible violation of antitrust law. Since
1993, the Friday Conference has officially been held as a social function, and not for the purpose
of discussing or coordinating business strategy. Despite this, the Friday Conference has been a
venue for informal cooperation and coordination between the group companies, most notably in
bailing out Mitsubishi Motorsduring the mid 2000s.[18]
In addition to the Friday Conference, the group companies' heads of general affairs hold a
meeting on the third Monday of each month, and the group companies' legal and IP departments
hold a trademark policy coordination meeting on the first Friday of each month.[18]

36
COMPANY PROFILE

Robert Bosch GmbH ( pronunciation (helpinfo)), or Bosch, is a German multinational

engineering and electronics company headquartered in Gerlingen, near Stuttgart, Germany. It is
the world's largest supplier of automotive components measured by 2011 revenues. [3] The
company was founded by Robert Bosch in Stuttgart in 1886.[4] Bosch is 92% owned by Robert
Bosch Stiftung.

Bosch's core products are automotive components (including brakes, controls, electrical drives,
electronics, fuel systems, generators, starter motors and steering systems), industrial products
(including drives and controls, packaging technology and consumer goods) and building
products (including household appliances, power tools, security systems and thermotechnology).[

The history of the company started in a backyard in Stuttgart-West as the Werksttte fr

Feinmechanik und Elektrotechnik on 15 November 1886. One year later, Bosch presented the
first low voltage magneto for gas engines. Twenty years later, the first magneto for automobiles
followed. The first factory was opened by Bosch in Stuttgart in 1901. In 1906, the company
produced its 100,000-th magneto. In the same year, Bosch introduced the 8-hours day for
workers. In 1910, the Feuerbach plant was founded and built close to Stuttgart. In this factory,
Bosch started to produce headlights in 1913. In 1917, Bosch was transformed into a corporation.

In 1926, Bosch started to produce windscreen wipers, and in 1927, injection pumps for diesel.
Bosch bought the gas appliances production from Junkers & Co. in 1932. In the same year, the
company developed its first power drill and presented its first car radio. In 1937, Bosch was
transformed into a limited liability company.

Bosch's subsidiary, Dreilinden Maschinenbau GmbH (DLMG) was an arms manufacturer in

Kleinmachnow. This subsidiary employed forced laborers, prisoners of war and concentration
camp detainees. There are two books published by Angela Martin and Hanna Sjberg that report

36
about Bosch's use of slave labor. Since 2006, there is a commemoration in the former forced
labor camp. On 12 March 1942, the company's founder, Robert Bosch, died at the age of 80.

After the second world war, Bosch established a partnership with the Japanese company Denso.
In 1964, the Robert Bosch Stiftung was founded. Bosch founded a new development center in
Schwieberdingen in 1968, and headquarters moved to Gerlingen in 1970.

In 1981, the company participated on an equity basis in the Telefonbau & Normalzeit GmbH that
was renamed Telenorma in 1985, and acquired completely in 1987. In 1994, this part of the
company was renamed as Bosch Telecom GmbH.

The most relevant inventions of the company until 2000 were the oxygen sensor (1976), the
electric motor control (1979), the traction control system (1986), the xenon light for cars (1991),
the electronic stability control (1995), the common rail direct fuel injection (1997), and the direct
fuel injection (2000). In 2000, Bosch sold the Private Networks area (nowadays, Tenovis and
Avaya, respectively).

In 2001, Bosch acquired the Mannesmann Rexroth AG which was later renamed to Bosch
Rexroth AG. In the same year, the company opened a new testing center in Vaitoudden close to
Arjeplog in north Sweden. A new developing center in Abstatt, Germany, followed in 2004.

Important inventions in these years were the electric hydraulic brake in 2001, the common rail
fuel injection with piezo-injectors, the digital car radio with a disc drive, and the cordless
screwdriver with a lithium-ion battery in 2003.

Bosch received the Deutsche Zukunftspreis (German Future Prize) from the German president in
2005 and 2008. A new development center was planned in 2008 in Renningen. In 2014, the first
departments moved to the new center, while the remaining departments followed in 2015.

In 2006, Bosch acquired Telex Communications and Electro-Voice.

In 2009, Bosch invested about 3.6 billion Euro in development and research. Approximately
3900 patents are published per year. In addition to increasing energy efficiency by employing
renewable energies, the company plans to invest into new areas such as biomedical engineering.

36
China has developed into an important market and manufacturing base for Bosch. In 2012,
Bosch had 34,000 employees and a revenue of 41.7 billion Yuan (about 5 billion Euro) in China.

2012 - Purchased SPX Service Solutions

2012 - Bosch sold its foundation brakes activities to KPS Capital Partners, that led to the
establishment of Chassis Brakes International

2013 - Bosch announced, it will exit its solar business

2014 Bosch entered talks to acquire Red Bend Software.[6]

2014 - Bosch takes over 100% of the shares from the former BSH Bosch and Siemens
Hausgerte GmbH joint venture [7]

2014 - Bosch received the 2014 U.S. Smart Partner award for Physical Security from
Ingram Micro Inc.[8]

2015 - Bosch takes over 100% of the shares of the former ZF Lenksysteme (Steering
Systems) GmbH joint venture (was 50/50 with ZF Friedrichshafen)

2015 - Bosch purchases Seeo, Inc, a start-up working on solid state lithium ion batteries.

Bosch comprises more than 440 subsidiary companies. In addition to automotive components,
which generate around 60% of its revenues, Bosch produces industrial machinery and hand tools.

The Bosch world headquarters in Gerlingen, Germany Although most of the company's plants
and employees are located in Germany (112,300 employees), Bosch is a worldwide company.

36
In North America, Robert Bosch LLC (a wholly owned Bosch subsidiary) has corporate
headquarters in Farmington Hills, MI. Three Research Technology Centers are located in
Pittsburgh, PA, Palo Alto, CA and Cambridge, MA.[10] Factories and distribution facilities are
located in Mt. Prospect, Illinois; Hoffman Estates, Illinois; Broadview, Illinois; Kentwood,
Michigan; Waltham, Massachusetts; Clarksville, Tennessee; Anderson, South Carolina;
Charleston, South Carolina; South Bend, Indiana (to close 2011[11]); and 11 other cities. There are
also two corporate sites in Brazil and ten in Mexico where a central purchasing office for all
divisions of Bosch Group is located in Broadview, Illinois. In North America, Bosch employs
about 24,750 people in 80 locations, generating $8.8 billion in sales in 2006. In May 2015,
Bosch Security Systems opened its newly constructed distribution center in Greer, South
Carolina. The distribution center adds more than 50 new associates in the state and will receive,
store and ship more than 50,000 different products for video surveillance, intrusion and fire
detection, access control and management systems and professional audio and conference
systems.

There are other wholly owned Bosch subsidiaries in

India (26,000)

Brazil (14,190)

China (12,370)

France (9,720 including 70 long term/ short term assignees[14] )

Czech Republic (8,690)

Japan (8,130)

Spain (7,950)

Turkey (7,000 employees in Bursa and Istanbul, 500 in Manisa)

Hungary (6,280)

Italy (5,160)

United Kingdom (4,920)

Portugal (3,940)

Romania

Netherlands (4,000)[15]

Switzerland (2,780)

Australia (2,300)

Malaysia (2,220)

Austria (2,140)

Belgium (2,040)

South Korea (2,000)

Russia (1,730)
36

Poland (1,640)

Sweden (1,230)

South Africa (1,010)

Viet Nam (1,000)

Tunisia (770)

and other countries. Bosch employs over 290,183 people in more than 50 countries, supplying a
complex distribution network of new products and parts.[16]

India Operations[edit]

Bosch entered India in 1922, when Illies & Company set up a sales office in Calcutta. For three
decades, the company operated in the Indian market only through imports. In 1951, Bosch set up
its first manufacturing plant in India. Currently, Bosch India has a turnover of over $2 billion and
over 26000 employees spread across 10 locations and 7 application development centers. 84% of
Bosch India revenues come from its automotive business, with the remaining 16% split between
its non-automotive businesses that include packaging, energy and building solutions, power tools
and consumer retail.[18] Bosch also has an R&D facility in Coimbatore and Bangalore, India. This
is Bosch's largest R&D facility outside its home market of Germany. [17] In September 2014,
Bosch announced the launch of a locally developed eye-care solution in India. The companys
new eye screening and detection system offers a combination of hardware and software and
provides affordable eye care. Bosch India is listed on the Indian stock exchanges and has a
market capitalization of over $12 billion.[19]

Automotive components

The Bosch R&D center in Abstatt, Germany, which is a major site for the development of
automotive components About 60% of Bosch's worldwide annual sales are produced in

36
automotive technology. Bosch invented the first practical magneto, an early ignition electrical
source, which provided the spark to ignite the fuel in most of the earliest internal combustion
engines, and is still used in general aviation engines. Bosch's corporate logo to this date depicts
the armature from a magneto. Bosch was an early manufacturer of Anti-lock Braking System
(ABS), and as time passed, Bosch became a leader in such specialized fields as traction control
systems (TCS), the Electronic Stability Program (ESP), body electronics (such as central
locking, doors, windows and seats), and oxygen sensors, injectors and fuel pumps. Even in such
humble technological areas as spark plugs, wiper blades, engine cooling fans and other
aftermarket parts, Bosch has over $1 billion in annual sales. Bosch is a leading supplier of car
stereo systems and in-car navigation systems. Bosch is supplying hybrid diesel-electric
technology to automakers, including PSA Peugeot 3008.

BOSCH at the Simonyi Conference - 2014

BOSCH at the Simonyi Conference - 2014

The proposed settlement of consumer claims in the Volkswagen emissions scandal explicitly
excludes claims that might be made against Bosch.[21][22]

36
Industrial technology

Bosch's subsidiary Bosch Rexroth is a supplier of industrial technology, producing hydraulic,

electric and pneumatic machinery for driving, controlling and moving machines in applications
ranging from automotive to mining.[4]

Bosch's packaging technology division plans, designs, manufactures and installs packaging lines
for manufacturers of pharmaceutical, confectionery, food, and similar products. Bosch is one of
the largest suppliers of packaging technology.

Consumer goods and power tools

Bosch belt sander 1274 DVS

Bosch caters to the areas of consumer goods and building technology with its power tool,
thermotechnology and security systems, as well as with its household appliances business within
the BSH Bosch and Siemens Hausgerte GmbH joint venture. In the US, power tools are
provided by the Robert Bosch Tool Corporation based in Mt. Prospect, Illinois. With its brands
Bosch, Hawera, Dremel, RotoZip, Freud, Vermont American, and many more, Bosch is one of
the largest manufacturers of portable power tools worldwide. Bosch manufactures power tools
for the building trade, industry and do-it-yourselfers (DIY-ers). In or around 1956, Dr. Hans
Erich Slany worked with Bosch to design one of the first plastic power tools. Prior to this time,
power tools were metal castings that often conducted electrical sparks or current into the user as
well as being very heavy. Today the power tools designed by TEAMS Design have been winning
awards worldwide for many years.[24] In 2011, the 12" Dual-Bevel Glide Miter Saw won an EID
Silver Award.[25] In 2012, the Dremel Saw Max was awarded a Good Design Award [26] and was

36
chosen as an IDEA Award finalist.[27] The product range also includes accessories such as drill
bits and saw blades, under its Vermont American brand, as well as gardening and water gardening
products under its Gilmour, LR Nelson and Sunterra brands.

Bosch is the largest European manufacturer of thermotechnology (heating units, etc.) with its
subsidiary BBT Thermotechnik GmbH. It had revenues of 2.8 billion in 2006. Its brands
include Bosch, Buderus, Junkers, Dakon, e.l.m leblanc S.A., Florida Heat Pump (FHP),
Geminox, IVT, Nefit, Sieger, Vulcano and Worcester.

Security systems[edit]

A CCTV camera manufactured by Bosch.

In 2001, Bosch bought Detection Systems and Radionics, Inc., to build their business in the
North American security and life safety products manufacturing/supply business. Through the
Detection Systems acquisition, Bosch also obtained additional sales channels in Latin America,
Asia-Pacific (including Australia) and Europe. In 2002, Bosch acquired Philips Communications
and Security, Inc., adding a video surveillance portfolio, as well as sales channels, to its business.

In January 2006, Bosch acquired the Telex Group comprising Electro-Voice, Dynacord, Midas,
Klark Teknik, Telex and RTS.[32] Midas and Klark Teknik parted company with Bosch on 8
December 2009 and are now part of Music Group. In 2008, Bosch acquired Extreme CCTV, a
rugged camera and IP camera manufacturer, to further expand their video surveillance portfolio.
In October 2016, Bosch Security Systems, Inc. announced seamless integration of its IP and high
definition (HD) cameras and recording solutions with Tyco Security Products' C-CURE 9000
security and event management platform from Software House.

36
Mobile phones

Bosch also used to create mobile phones for a short time. Their first three mobile phones were
the Com 906, Com 738 and World 718, all from 1996. In 1997, they released two other phones:
Com 207 and Com 607. The Com 908 came out in 1998, and in 1999 they released their final
phones: the Com 509, the 909 Dual and the 909 Dual S.

Joint ventures

BSH Bosch und Siemens Hausgerte Main article: BSH Bosch und Siemens Hausgerte

BSH Bosch und Siemens Hausgerte GmbH, in which Bosch acquired all shares in 2014, is one
of the world's top three companies in the household appliances industry. In Germany and
Western Europe, BSH is the market leader. Its portfolio includes the principal brand names
Bosch and Siemens, Gaggenau, Neff, Thermador, Constructa, Viva and ufesa brands, and further
six regional brands. Bosch household appliances for the North American market are mainly
manufactured at its factory near New Bern, North Carolina. The distribution of manufacturing
workforce in household appliances is:

36% in Germany
30% in Western Europe (excluding Germany, but including Turkey)

15% in Asia

10% in Eastern Europe

5% in North America

4% in Latin America

with 39,000 employees overall.

Purolator Filters

Bosch owned 50% of Purolator Filters in a joint venture with Mann+Hummel until 2013. In
2013 the Mann + Hummel Group has taken over the remaining 50% stake from Bosch. Bosch

36
owned 50% of the home appliance manufacturer Bosch-Siemens Hausgerte until it acquired the
other half from Siemens AG in 2015 and renamed it to BSH Hausgerte GmbH. [4] The vehicle
audio equipment company Blaupunkt was a subsidiary of Bosch until March 2009.[4]

SB LiMotive Main article: SB LiMotive

In June 2008 Bosch formed SB LiMotive, a 50:50 joint company with Samsung SDI.[37] The
company held ground breaking ceremony for a 28.000 m2 lithium-ion battery cell manufacturing
plant in September 2009 and it is scheduled to start production for hybrid vehicles in 2011 and
for electric vehicles in 2012. The plant will generate a 1.000 jobs in Ulsan, Korea in addition to
the 500 employees in Korea, Germany and the United States. SB LiMotive was officially ended
in September 2012 with both companies focusing on automotive batteries alone.

Corporate affairs

Robert Bosch GmbH, including its wholly owned subsidiaries such as Robert Bosch LLC in
North America, is unusual in that it is an extremely large, privately owned corporation that is
almost entirely (92%) owned by a charitable foundation. Thus, while most of the profits are
invested back into the corporation to build for the future and sustain growth, nearly all of the
profits distributed to shareholders are devoted to humanitarian causes.

Diagram of Robert Bosch GmbH.

36
As shown in the diagram (above), the Robert Bosch Stiftung (Robert Bosch Foundation) holds
92% of the shares (Beteiligung) of Robert Bosch GmbH, but no voting rights (Stimmrecht). The
Robert Bosch Industrietreuhand KG (Robert Bosch Industrial Trust KG), with old members of
the company management, agents of the Bosch family, and other eminent people from the
industry (such as Jrgen Hambrecht, CEO of BASF), have 93% of the votes (Stimmen), but no
shares (0.01%). The remaining 8% of shares and 7% [4] of voting-rights are held by the
descendants of the company founder Robert Bosch (Familie Bosch).[38]

For example, in 2004, the net profit was US$2.1 billion, but only US$78 million was distributed
as dividends to shareholders. Of that figure, US$72 million was distributed to the charitable
foundation, and the other US$6 million to Bosch family stockholders. The remaining 96% of the
profits were invested back into the company. In its core automotive technology business, Bosch
invests 9% of its revenue on research and development, nearly double the industry average of
4.7%.

Accreditations

Almost all Bosch locations are both ISO 9001 (quality) and ISO 14001 (environmental
protection) certified.[40] In addition to that, their management is compliant with OHSAS 18001.

Controversy Role in Emissi on Cheating Software

In 2006, Volkswagen executives asked Bosch for help in developing software for their emission
defeat devices. Volkswagen is one of Bosch's biggest customers. Volkswagen engineers provided
detailed specifications to Bosch, which wrote the necessary code. Bosch was apparently
concerned about the legality of software and asked Volkswagen to assume responsibility if the
fraud was discovered, but Volkswagen refused.[41]

On 1 February 2017, Bosch agreed to pay consumers in the United States $327.5 million as
compensation for its role in devising the software.[42]

36
 MEDIA PLANNING

INTRODUCTION:
The term media is a plural for medium. In advertising terms, medium is a channel of
communication such as news channels, entertainment channels, news papers, magazines etc. A
medium is a vehicle for carrying the sales message of an advertiser to the prospects. It is indeed a
vehicle by which advertisers convey their messages to a large group of prospects and thereby aid
in closing the gap between the producer at one end and the consumer at the other end.

Media planning is a very important task in the advertising process, which deals about four Ws.
1. Where
2. What
3. Who
4. When
Media planning involves selecting appropriate media for carrying the advertisers message to
target markets, deciding what to buy and how much to spend in each medium and scheduling
when the advertising is to run. Eighty percent of the budget paid to media. This, in it suggests
how important media decisions are. Considering the extent and diversity of the Indian market,
which is matched by a vast and diverse network of advertising media, the complexity of the
media planning becomes apparent.

MEDIA TERMS:

36
Media Planning is a very important component of the Marketing Strategy of an organization.
Media Planning is defined as "Process of designing a scheduling plan that shows how advertising
time and space in selected media and vehicles contribute to the achievement of marketing
objectives in an advertising campaign".
Media planning, in general terms, is a tool that allows the advertiser to select the most
appropriate media to communicate the message in sufficient frequency towards the maximum
number of potential customers at the lowest cost.

* Medium: A medium is a carrier and deliverer of Advertisements. It is a broad general

category of carries such as Newspapers, Television, Radio, Internet, Outdoor, Direct Mail, etc.
* Vehicle: It is a specific carrier within a Media category. So a HY TV would be the vehicle in
the category of TV. Many a time a specific programs or sections within a medium may be termed
as a vehicle. For example, DAKSHINAYAN" on HY TV would be the vehicle in the Television
category.
* Frequency: How frequently are the recipients being exposed to message. In other words it is
the average number of times an advertisement reaches each recipient in a given period
* Continuity: The amount of advertising budget being allocated over the period. There are
basic types of ways in which the advertising budget is allocated: Continuous Scheduling, Pulsing
and Flightning.
* Weight: The amount of total advertising is needed to accomplish advertising objectives.
* Viewership: It refers to the number of people watching a given program. A viewer is a
person who is watching the program.
* Gross Rating points: The total audience delivery or weight of a specific media schedule is
counted by working on the total number of viewers. However in media the information is gauged
in gross rating points (GRP).for example if 75% of the people of our target market watched a
commercial on television four times in a week, to determine the gross rating points, the
following formula will be used:
Reach*frequency=GRP
75*4=300GRP
Objectives of media planning:

36
 Grab : ATTENCTION
Excite : INTEREST
Create : DESIRE
Prompt : ACTION

MEDIA PLANNING STRATEGY:

The purpose of media planning is to conceive, analyze, and select channels of communication
that will direct advertising message to the right people, in the right place at the right time. It
involves many decisions:
i. Where should we advertise? (In what countries, states, or parts of town)
ii. Which media vehicles should we use?
iii. When during the year should we concentrate our advertising?
iv. How often should we run the advertising?
v. What opportunities are there for integrating other communications?

Media objectives translate the advertising strategy into goals that media can accomplish. They
explain who the target audience is and why. Where messages will be delivered and when and
how much advertising weight needs to be delivered.

In the initial stage of the product life cycle, the objective is to maximize awareness of it by
consumers. At the maturity stage, continuity of the purchase becomes the main objective. During
the declining stage of product use, the media remind the consumers that the product shall retain
their appealing attributes. The media objectives are Reach, frequency and continuity respectively
for the early, maturity and declining stages of the product lifecycle. The media objective is
analyzed in the light of constraints and components.

CONSTRAINTS:

36
The objectives are controlled by the budget available for Advertising. In the beginning, a
significant amount is available; but at the later stage of the product life cycle, only a small
proportion is allocated to advertising. The effect of budgeting on advertising has been
acknowledged by every organization. The positioning of the product also influences the
objectives. If the producer is willing to challenge the leader, he will spend more money on
advertising. The range, Frequency and continuity will be effected by budget and positioning of
the product.

COMPONENTS:
Media objectives have different components, viz, specification of the target market, geographical
location of the market, reach and frequency, continuity or timing, creative requirements and
potential market coverage level.

STEPS TO ACHIEVE EFFECTIVE MEDIA PLANNING:

To achieve the effective media planning we should do the following steps:
1) We should have good knowledge about the product or service.
2) We should be very clear with the budget allotted for advertising.
3) It is very important to select an appropriate ad agency which can fulfill the needs and
desires of the manufacturer or producer.
4) Some companies will have their own advertising departments but still they will go for ad
agencies to maximize the productivity.
E.g.: Vodafone.
5) The communication between the producer and the ad agency must be good.
6) The producers views and ideas about the product must be shared with the ad agency.
7) We must know about the target market.
8) We must know about the tastes and preferences of the target audience.
9) According to the budget allotted for advertising select the best media vehicle.
10) Select the prime time slots if you are going for TV advertisement.
11) Give freedom to ad agency in selecting the media vehicle.

36
12) After completing all the above steps go for negotiations.

36
 Media Mix
Combination of different media, and size of ads
Which Media?
Which Schedules?

Flexibility:

MEDIA PLANNING PROCESS:

When (the timing of the release)
Which (The media selection)
How (The coordination in media planning)
How much (The budgetary allocation)

MEDIA COST AND MEDIA AVAILABILITY:

To get the most out of the advertising budget spent the primary concern for the advertiser is
media selection. The cost of buying space or time is weighed against the number of audience
secured by such advertising. In fact, buying advertising space and time is nothing different from
buying commodities.

36
The media availability is measured under the following heads:
i. Distribution measurement (in terms of number of distributors in a geographical area)
ii. Audience measurement (Expressed in terms of TAM ratings)
iii. Exposure measurement the advertiser looks for the ability of the media to create
advertising exposure.
Summarizing media selection factors we may say that they are:
A. Media characteristics, such as editorial environment flexibility, frequency and durability.
B. Nature of the target market.
C. The nature and type of the product.
D. The nature of the distribution network.
E. Overall cost of the medium.

MEDIA SCHEDLING:
We can follow a steady schedule or a pulsed campaign. Normally scheduling is done for a 4
week period. The six types of schedules available are:

1. Steady pulse:
It is the easiest. For example one ad/week for 52 weeks or one ad/month for 12 months.
2. Seasonal pulse:
Products like Vicks balm, ponds cold cream follow this approach.
3. Period pulse:
Scheduling follows a regular pattern for example media scheduling for consumer durables, non
durables etc.
4. Erratic pulse:
The advertisements are placed irregularly. Perhaps we want to change the typical purchase
cycles.
5. Startup pulse:
It is concentrated media scheduling. It launches a new product or a new campaign.

36
6. Promotional pulse:
A one short affair it suits only a particular promotional team.

GOVERNMENT POLICIES IN MEDIA SECTOR:

The changing model of media business in India
Beginning with the macro level analysis, the changes in India can be analyzed on the following
four parameters:

Government policies: They play a vital role in the success of any economy and the
Indian governments reforms and growth focused strategy is an attractive feature. FDI limits are
an important aspect in this regard as it regulates the growth of the industry.
Economic changes: The increasing disposable income and expanding urban class presents
a huge untapped market for the media sector. With increasing personal income of the youth over
the last decade has resulted in higher spending on media and entertainment.
Social changes: There has been a steady increase in literacy levels which has boosted the
demand for print media. With the socio-economic changes and electricity and technology
everywhere, the people prefer to have their share of news through television. There has been a
favorable change in the consumption pattern and this provides a great potential to broaden the
customer base.
Technical changes: With the changing pace of technology and the users are responsible
for making India an outsourcing destination. The next boom could well be the Media sector.
Also, an increasing convergence among the various media is bringing about a structural change
in the industry.

36
FDI LIMIT IN VARIOUS SECTORS:

36
FUTURE PROSPECTS OF MEDIA SECTOR:

MEDIA BUYING
This is the last step in the advertising process. First contract will be given to ad agency to design
advertisement. Depending on the target market and product lifecycle the ad agency will decide
the media for advertising. Generally electronic media is preferred over other media because the
reach of electronic media will be high at the same time the budget required also will be high.
Depending on the media vehicle which we have selected there may be a probability for
negotiations. In television media advertiser will select the media vehicle depending on
television audience measurement ratings. Media vehicles with high TAM ratings will demand
more. Sometimes negotiation about the budget may not be possible.

According to the inputs I got from the various ad agencies and clients, I found that most of the ad
agencies prefer entertainment channels over infotainment channels. The revenues of
entertainment channels will be high compared to infotainment channels. One more interesting
thing there will be some friendly relationship among some ad agencies and media vehicles,
which may lead to personal biasing. If a media channel have good relationship with ad agencies
they can earn more from advertising. Every media channel will have prime time slots and normal
time slots. They are going to charge high in prime time slots, sometimes Events like IPL, Film
fare awards etc may happen, that time the time slots between the programs will become the
primetime slots which increases the TRP ratings. Competition for that time slots will be very

36
high that time negotiations will not at all possible. Recently we have seen this in IPL 2009
organized in South Africa.

Let us see the Advertisement rate card in HY TV:

Advertisement rate card in HY TV:

OPTION 1:
Strip Ads with Logo : Rs 3000(20 strips in a day-minimum)
Scrolling Ads without logo : Rs 2000(20 scroll ads in a day-minimum)
Spot buy Ad commercial : Rs 2000(@10 seconds commercial)
OPTION 2:
Sponsorship : on commitment of monthly outlay Rs.3, 00,000
FCT : 1500 seconds bankable across the channel in 30 days.
FREE VALUE ADDITIONS:
Daily prime time news sponsorship at 9PM in 30 days period.
Associate sponsorship one weekly program of 4 episodes in 30 days period followed by
daily channel promos and fcls with brand tag of client.
OPTION 3:
Slot buying duration -30 minutes rate per slot : Rs15000/s.t

Terms and Conditions:

1. Payment to be made to be made in advanced in favor of Hy Media entertainment pvt.Ltd
2. Service tax Extra Applicable
3. Ad Material in DV cassette to be given in advance for telecasting.

According the information which we got in media sector in Andhra Pradesh Sun network is the
market leader and Maa tv is the market follower. Negotiation is not possible in Gemini tv where
as it is possible in Maa tv so most of the ad agencies prefer Maa tv unless the client demand for
specific media vehicle. These two channels are ruling in entertainment region.

36
While coming to infotainment channels TV9 is ruling the market. It is the first 24*7 Telugu news
channel in Telugu, when it has launched there were no similar player so it got the competitive
advantage through language. For long time it is been like a monopoly. But now the equation has
been changed, so many players with new technology and strategies are evolved into the markets.

HY TV also followed the same strategy that TV9 has followed earlier; it is the first Hindi news
channel in south operating in south itself (head quartered at Hyderabad)

36
 RESEARCH METHODOLOGY

Survey done on Ad agency, Clients and Audience directly on a one to one basis via a
questionnaire by taking a sample size on the basis of demographic segmentation.

SAMPLE SIZE:
Ad agencies : 10
Clients : 10
Audience : 200

RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define research as a
scientific and systematic search for pertinent information on a specific topic. It is the pursuit of
truth with the help of the study, observation, comparison and experiment.

RESEARCH DESIGN
Research design is actually the blue print of the research project and when implemented must
bring out the information required for solving the identified problems. The research design
depends upon the depth and extent of data required the cost and benefits of research, the urgency
of work and the time available for completing it. The research indicates the method of research
(i.e. sampling etc) only.

Research design is mainly of three types:-

i. Exploratory Research
ii. Descriptive Research
iii. Experimental Research

Exploratory Research:
Exploratory study can be used to establish priorities. The major emphasis is on the discovery of
ideas and insights. It helps in formulating hypothesis for further research

36
Descriptive Research
The Descriptive study is typically concerned with the determining Frequency with which
something occurred or how two variables vary together. It is guided by an initial hypothesis.

Experimental Research:
Experimentation is defined as a process where event occur in a setting at the discretion of the
experimenter and controls are used to identify source of variation in the subjects
SAMPLE SIZE AND CLUSTER SAMPLING
Sampling may be defined as the selection of an aggregate or totality on the basis of which a
judgment or inference about the aggregate or totality is made. In other words it is the process of
obtaining information about an entire population by examining only a part of it. In most of the
research work and surveys, the usual approach happens to be to make generalization or to draw
inference based on samples about the parameters of population from which the samples are
taken. The researcher quite often selects only a few items from the universe for his study
purposes. All this is done on the assumption that the sample data will enable to estimate the
population parameters. The items so selected constitute what is a technically called a sample,
their selection process or technique is called sample design and survey conducted on the basis of
sample is described as sample survey. Sample should be truly representative of population
characteristics without any bias so that it may result in valid and reliable conclusions.

Need for Sampling:

Sampling is used in practical for a variety of reasons such as:
1. Sampling can save time and money. A sample study is usually less expensive than a
census study and produce result at relatively faster speed.
2. Sample may enable more accurate measurements for a sample study is generally
conducted by trained and experienced investigators.
3. Sample remains the only way when population contains infinitely many members.
4. Sample remains the only choice when a test involved the destruction on the item under
study.

36
 5. Sample usually enables to estimate the sampling error and thus assists in obtaining
information concerning some characteristics on the population.

Random sampling from Infinite Universe

Above paragraph deals with random Sampling, keeping in view the finite populations. But what
about random sampling in context of infinite population? It is relatively difficult to explain the
concept of random sample from an infinite population. However, a few examples will show the
basis characteristics of such a sample.

Cluster sampling
Cluster sampling involves grouping the population and then selecting the groups or the clusters
rather than individual element6s for inclusion the sample. If the totally area of interest happens to
be a big one, a continent way in the sample can be taken is to divide the area into a number of
smaller non overlapping areas and then to randomly select a number of these smaller areas,
(usually called clusters) with the ultimate sample consisting Of all (or a sampling of ) Units in
these small areas of clusters.

Cluster sampling, no doubt reduces cost by concentrating surveys in select clusters. But certainly
it is less precise than random sampling. There is also not as much information n number of
observations within cluster as there happens to be inn randomly drawn observations. Cluster
sampling is used only because of the economic advantage it drawn possesses; estimates based on
cluster samples are usually more reliable per unit cost.

Data collection Method

Data collection is an elaborate process in which the researcher makes a planned search for
relevant data. Data can be classified as primary and secondary data.

Primary Data
Primary data is a data gathered for the first time by the researcher.
Collection of primary data task is demanding and requires a lot of technical expertise. Primary
data can be collected in marketing by three basic methods-
36
 o Survey Method
o Observation Method
o Experimental Method

Survey is the most commonly used method of primary data collection in the marketing research.
Various kinds of survey techniques are.
a. Personal interview
b. Telephone Survey
c. Mail Survey
The instrument used in personnel interview is questionnaire.

Secondary data:
Secondary data means data that are already refer to the data which have already collected and
analyses by someone else. When the researcher utilizes secondary data that he had to look into
various sources from where he can obtain them. In this case he is certainly not confronted with
the problems that are usually associated with collection of original data.
Various books, magazines and news papers.
Reporters and publication of various businesses.
Reports prepared by research scholar and in different fields.
Records and statistics data.

The following characteristics must be possessed:

1. Reliability of data
2. Suitability of data
3. Adequacy of data

Selection of appropriate method for data collection

36
The following factors must be considered:
1. Nature scope and object of enquiry.
2. Availability of funds.
3. Time factor.
4. Precision required.

INTERVIEW METHOD
In the interview method of collecting data involves presentation of oral/verbal stimuli and reply
in terms of oral/verbal responses. This method can be used through the interviews and if
possible, through telephone interviews.

Personal interview
Personal interview method requires a person know as the interviewer asking questions generally
in a face to face contact to the other person or persons. (At the time the interviewee may also ask
certain questions and interviewer responds to these, but usually the interviewer initiates the
interview and collects the information) This sort of interview may be in the form of direct
personal investigation or it may be indirect oral investigation.

In case of direct personal investigation the interviewer has collect the information personally
from the sources concerned. He has to be the spot and has to meet people from whom data have
to be collected. This method is particularly suitable for intensive investigations.

The method of collecting information through personal interviews is usually carried out in a
structured way. As such we call the structured interviews. Such interviews involve the
predetermined questions of highly standardized or recording. Thus, the interview in a structured
interview follows a rigid procedure laid down, asking in a form of order prescribed

36
 TYPE OF QUESTIONNAIRE

Collection of Data through Questionnaires

This method of data collected is quite popular, particularly in case of big enquiries is being
adopted by private individuals research workers, private and public organizations and even by
government in this method a questionnaire is sent to the concerned with the research answer the
questions and return the questionnaire, a questionnaire consists of number of questions printed or
typed in a define order an form of a forms .The questionnaire are mailed to respondents who are
expected or read and understand the questions and write down the reply in the space meant for
the purpose in the questionnaire itself. The respondents have to answer the questions on their
own.

The method of collecting data by mailing the questionnaires to respondents is most extensively
employed in various economic and business surveys.
The merits claimed on behalf of this method are as follows:

1. There is low cost even when the universe is large and widely spread geographically.
2. It is free from the bias of the interviewer, answers are in respondents own words.
3. Respondents have a adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached conveniently.
5. Large sample can be made use of and thus the result can be made more dependable and
reliable.

36
vi. Selection process

1. Type of Objective : Descriptive

2. Type of data collected : Primary
3. Research Approach : Survey Method
4. Contact Method : Individual
5. Sample Size : 200 Audiences
6. Sample Area : Around RAJAHMUNDRY
7. Research Instrument : Questionnaire
8. Type of Questionnaire : Structured and Undisguised

36
 QUESTIONNAIRE
A. How will you get more clients?

1. Reputation

2. Reference

3. Personal contacts

4. Past Record

B. How will you design an advertisement?

1. By Product

2. By Brand name

3. Clients demands

4. Target audience

C. How will you select media vehicle?

1. By Product

2. By Brand name

3. Clients demand

4. Target audience

5. Depending on Budget

D. Which type of media vehicle would you prefer most of the times?

1. Electronic media

2. Print media

3. Radio

4. Other media

36
E. Which type of electronic media vehicles you prefer?

1. Entertainment

2. Infotainment

F. How will you select particular media vehicle in electronic media?

1. TAM rating

2. Personal relationship

3. Clients demand

4. Negotiations

G. Do you have media planner and media buyer separately?

1. Yes

2. No

36
 QUESTIONNAIRE FOR CLINTS:

A. How will you select the Ad agency?

1. Reputation

2. Reference

3. Personal contacts

4. Past Record

B. How you would like to design an advertisement?

1. By Product

2. By Brand name

3. Ad agency suggestions

4. Target audience

C. How will you select media vehicle?

1. By Product

2. By Brand name

3. Target audience

4. Depending on Budget

D. Which type of media vehicle would you prefer most of the times?

1. Electronic media

2. Print media

3. Radio

4. Other media

E. Which type of electronic media vehicles you prefer?

36
 1. Entertainment

2. Infotainment

F. How will you estimate the standards in electronic media?

1. TAM rating

2. Personal relationship

3. Audience Survey

4. Research institutions

G. How will you decide the Frequency?

1. By Product

2. By Brand name

3. Target audience

4. Depending on Budget

5. Depending on Competitors

36
 QUESTIONNAIRE FOR AUDIENCE:
1. Do you have TV in your home?
1. Yes
2. No
2. Which kind of channels would you like to watch?
1. Infotainment channels
2. Entertainment channels
3. Which kind of programs would you prefer to watch?
1. News
2. Movies
3. Serials
4. Sports
4. Would you watch TV regularly?
1. Yes
2. No
5. How much time you will spend in watching TV?
1. 2 hours/day
2. 3 hours/day
3. 4 hours/day
4. More than 4 hours
6. At what time you feel comfortable in watching TV?
1. Morning time
2. Afternoon time
3. Evening time
4. Night time
7. Which language channels generally you prefer?
1. Telugu
2. Hindi
3. English
4. Others
8. How you feel about the advertisements in TV channels?

36
 1. Good
2. Bad
3. Disgusting
4. Nothing
9. Would you switch over the channel when advertisement comes?
1. Yes
2. No
10. Do you think creative ads can attract the audience?
1. Yes
2. No
11. How many ads you watch every day?
1. Four
2. Five
3. Six
4. More than six
12. How many of them can you remember while buying the product?
1. Very few
2. Few
3. All
4. No one

36
 ANALYSIS AND INTERPRETATION

* Out of 200 Audiences only 160 are responded to the questionnaire.

1. Which news channel do you like to watch?
TIME Respondents in (%)
Night 50%
Morning 25%
Mid day 12%
Evening 13%

36
2. Which part of the day you watch more time?

36
3. What is your preference in watching news channel?

* one point is given for each person opinion

Attributes Total ranking points Ranking preference

Content 65 1st
Brand name 45 2nd
Quality 37 3rd
Others 13 4th

Interpretation:
When asked the respondents about the purchasing preference in ice-creams
1st preference they given for content with 65 points.
2nd preference they given for brand name with 45 points.
3rd preference they given for Quality with 37 points.
4rt preference they given for others with 13 points.

36
4. How do you feel about the Programs of HY TV?

Satisfaction level Respondents in (%)

Very high 4%
High 20%
Reasonable 48%
Low 28%

Interpretation:
When asked the respondents about the satisfactory levels- 48% of the Customers
Feel Reasonable, 20% of the customers feel highly satisfied, 28% of the customer
Feel Low, 4% of the customer feel Very Highly satisfied.

36
5. What is your opinion on the HY TV?

Opinion on HY TV Respondents in (%)

Very good 10%
Good 24%
Average 66%

Programs Respondents in (%)

Serials 29%
Sports 17%
Current affairs 37%
(News)
Movies 17%

36
6. Which Type of Programs you like more?

Opinion on the Respondents

availability in(%)
Very Frequent 12%
Frequent 20%
Rare 41%
Not Available 27%

36
7. What is your opinion on the availability of HY TV in DTH setup box?

Interpretation:
When asked the Customers about the Availability of HY TV-
20% of the people responded for frequently available,
41% for rarely Available in the market,
12% for Very frequently available,
27% of the people responded for not available.

36
8. Will you suggest your friends, Relatives, Neighbors to watch HY TV?

Suggest No of Respondents
(%)
Yes 55%
No 45%

Interpretation:
From the respondents opinion
55% of the customers are like to suggest this Channel to their friends, relatives, neighbors, But
45% of the respondents are not like to suggest this channel to their friends, relatives, neighbors.

36
9. Are you looking for new Creative programs?

New Programs No of Respondents

(%)
Yes 72

No 28

Interpretation:
28 % of the respondents are satisfied with the Available Programs,
72% of the respondents are asking for new Creative programs

36
10. Can you recall punch line of HY TV? (Feel the pulse)
Recall punch line No of Respondents in (%)

No 79%

Yes 21%

Interpretation:
The study shows that 21% of the respondents were able to recall the Punch Line of HY TV, But
79% of respondents are responded for No for Recall the Punch line of HY TV.

36
 SUGGESTIONS

1. It has been observed from the study is that more importance is given to Place the channel
at cable operators, MSO and ISO. But failed to create awareness among the people about
the channel, when survey is done most of the people responded that they dont know
about the channel.
2. Next to the Distribution, brand name is plying important role in even though BOSCH
belongs to a big group, it is failed to put its brand name in Audience mind.
3. It has been observed that most number of respondents dont aware of the available
programs of BOSCH. So advertisement should be based on the programs.
4. In most of the rural areas BOSCH is not available. So improve the distribution channels
in the rural areas.
5. It is more important to attract MSOs to improve the distribution levels, as a newly
launched channel first of all increasing distribution is a big task, because operators will
demand more money to place the channel.
6. Introduce more number of varieties in the Programs and increase the duration of existing
successful programs to attract the Audience.
7. The competitors are providing special programs on hot topics like IPL, Elections, Top
educational institutions etc. BOSCH is not too good in these types of programs.
8. As the level is main competitors in media industry, there is a need to focus on competitor
analysis and to take decision to get competitive advantage.

36
 CONCLUSION

1. On the basis of analysis, respondents given first preference to Content, so to attract the
audience good content should be there.
2. On the basis of analysis, it is found that its competitors are using new strategies to attract
audience but BOSCH is lagging behind in creative programming.
3. Most of the people are not aware of the BOSCH.
4. Ad agencies look for TAM ratings to give Ads but BOSCH have not subscribed to TAM
yet.
5. Nearly 50% of the respondents are showing interest to watch Telugu channels, second
preference is English, and very few respondents are watching Hindi channels.
6. Very few number of respondents responded that they are satisfied with existing programs;
more number of respondents are looking for creative programs.
7. The Audience wants to improve the distribution channels in the rural areas also.
8. Nearly 80% of the Audience are unable to recall the punch line (feel the pulse) of
BOSCH.

36
 BIBLIOGRAPHY

Books referred
1) Principles of marketing ---------- Philip kotler & Gray Armstrong
2) Consumer behavior ------------ Leon.G.Schiffman
Leslie Lazar Kanuk
3) Marketing research ----------- G.C.Beri
4) Modern advertising management---- J.N.JAIN, P.P.SINGH

Journals n Magazines
Business World
Business Today
Advertisement n Marketing
Websites:
www.thesmartmanager.com
www.network18.com
www.indiainfoline.com
www.trends-in-newsrooms.org

36