MUDRA MAX Organizational Study

EXECUTIVE SUMMARY:-
Today’s world need is a corporate world and it needs a lot of

management activities to achieve success. For this purpose, in this competing
corporate world multinationals and industries including both manufacturing and
service industry, industrial revolution has brought with it group production and group
consumption activities and also it has brought in a lot of corporations
competing for preferences and success in the business world, it may be a
manufacturing industry or any type of industry. Experience and specialization have
become a must to compete with others, become very much essential for all
companies. Theory knowledge is not enough to work efficiently in an industry, for
that we need much more to know about today’s industries. In such situations real
experience in the practical functioning and operations of a company can be of very
much use to the student of management studies. For this purpose of acquiring
practical knowledge about the functioning of a company Bangalore University has
incorporated an organizational study into its MBA curriculum. This helps students
understand how the different departments works as a single unit.
Today most of the organizations, large or small, that rely on

marketing to create customer interest are engaged in consistent use of advertising to
help them meet their marketing objectives. This includes regularly developing
advertising campaigns, which involve a series of decisions for planning, creating,
delivering and evaluating an advertising effort. Advertising has become an
unavoidable part in marketing in this competitive world. In this situation I did my
organizational study on Mudra Communications India’s no: 1 marketing and
advertising agency.
During this internship program, I learnt, not only about the

functioning of Mudra but also about the working environment of an organization and
the effective relationship between the employees.
KRISTU JAYANTI COLLEGE

CHAPTER – 1
INTRODUCTION

1.1 OBJECTIVES:-
 To study how the industry functions.

 To study the functions of various departments.
 To study the internal dependence of all these departments.
 To understand the difference between the theoretical and practical aspects of
functioning organization.
 To get real time exposure to outside corporate world.
 Understand how information is used in organization for decision making at
various levels.
 To better understand the area wise subject taught in our MBA programme.
1.2 SCOPE:-
The study is being conducted on “Mudra MAX” one of the

advertising agency under “Mudra Communication Pvt. Ltd” a marketing and
advertising company. The study gives us an overview of the organization and the
functions carried out by different departments of the organization. The study is done
on a period of 6 weeks. The study has given a real life exposure to the corporate
world.
1.3 LIMITATIONS:-
 The information given by the company is assumed to be authentic.

 Data and opinion collected are assumed to be objective.
 Secondary data is more used.
 Primary data collection is done among only a few respondents.
 Not able to get any financial data even the previous year’s data.
 Time provided by the company was limited.
 The respondents were very busy that, could not collect much data from them.

CHAPTER – 2
INDUSTRY PROFILE

“Advertising presents the most persuasive possible selling message to the right
prospects for the product or service at the lowest possible cost”
2.1 INTRODUCTION:-
Marketing is more than just distributing goods from the

manufacturer to the final customers. It comprises all the stages between creation of
the product and the after-market which follows the eventual sale. One of these stages
is advertising. The stages are links in a chain, and the chain will break if one of the
likes is weak. Advertising is therefore as important as every other stage or links, and
each depends on the other for success. Without advertising, the products or services
cannot flow to the distributors or sellers and on to the customers or users.
A successful national economy depends on advertising

promoting sales so that the production is maintained. Prosperous countries are those
in which advertising does its job. The modern world depends on advertising. Without
it, producers and distributors would be unable to sell, buyers would not know about
and continue to remember products or services they were using before, and the
modern competitive industrial world collapse. If factory output is to be maintained
profitably, advertising must be powerful and continuous. Mass production requires
mass consumption which in turn requires advertising to market the products.
Here comes the significance of an advertising agency. The

advertising agent is the agent of the media, and the “agent acts as principal” and is
legally responsible for the payment of space and airtime costs even if the clients
defaults, so it is necessary for the advertiser to choose and appoint an agency to
produce its advertising.
Role of an Advertising Agency:-
The role of an advertising agency is to plan, create and

execute advertising campaigns for clients. To what extent, varies according to the
kind of agency it is. The agency acts as a middleman between the advertiser and the
media owners, the role of the advertising agency can be summarized in two ways.

a) It offers the client a team of highly skilled experts which can be shared with
other clients. It would not be economic for the majority of the clients to employ such
a team full-time. The agency is also skilled at buying ancillary services such as film
and video production, artwork, photography, print type setting and marketing
research.
b) It offers the media an economic way of buying and selling space airtime since
the media owners have to deal with a relatively small number of agencies compared
with thousands of individual advertisers.
2.2 HISTORY OF ADVERTISING :-
Advertising started with the hawkers calling out their wares

right from the days when cities and markets first began from;
Shop front signage, from street side sellers to press ads, the first trademarks,
handbills distributed separately from the products.
 Period of early growth 1841 – 1865.
The first advertising agency on record in the U.S was Olney

B. Palmer. D In 1841, Palmer organized a newspaper advertising and subscription
agency. By 1849 he had established offices in the cities of New York, Boston,
Baltimore and Philadelphia.
At this early period, there were no directions of newspapers and no published rates
for space to be sold to advertisers. In essence, he served as an informatory agent in
these matters to prospective advertisers. In essence, he served as a salesman of space
for publishers and they in return, gave him a commission of 25% of such sales. The
publishers found these methods of selling more effective than trying to sell direct and
advertisers, wishing to reach more than one territory found value in such service.
Completion increased, and the usual price cutting occurred. Success seemed to
depend upon one’s ability to bargain with the publisher and advertiser. The natural
result of this policy was a general reduction in profits to the agency; this led to a
search for new competitive tools which would return a profit.
 Wholesaling Period 1865-1880

George P. Rowell, who opened an agency in 1865, supplied
the new competitive tool. Rowell contracted with 100 newspapers to sell him a
column of space each week for a year. Throughout the wholesaling period, the agent
continued as a seller of space for publishers.
This took on different forms, one of which was the exclusive right to sell space in
certain publishers. Thus, one agency developed a controlled list of religious papers,
another “list of thirsty” household magazine. Any advertiser wishing to buy space in
the controlled publications was forced to buy through the exclusive wholesaler for
that paper.
 Semi-service period 1880 – 1917
The wholesaling phase agency work was checked when

publishers began to establish their own sales departments for selling space. Some of
these departments sold direct to the advertiser, others to the general advertising
agency. Thus, the agency was forced to turn its attention somewhat away from the
particular function of selling space for publisher and toward the function of buying
space for the advertiser.
Early in the semi service period agencies offered to write the

copy for the advertiser, thus giving added weight to their claim of being servants of
the advertiser. This concept of service was slow to develop; but in the early part of
the 20th century, agencies began to emphasize strongly this free service.
 Service period 1917 – Present
By 1917 the idea of service had grown until not only was
copywriting done for the advertiser but many other things as well. During the service
period, many agencies have grown to the position of advertising and marketing
counsellors for advertiser.
The service elements has modified the position of agencies to
such a degree that radio and television, network and magazine publishers have come
to depend upon them as the primary channel through which time and space are sold.
Publishers claim to have had an important part in encouragements of agencies to
provide extra service to the advertiser. By providing advertisers with the kind of
assistance that will improve the effectiveness of advertising, more time and space are
sold. Publishers claim to have had an important part in encouragements of agencies
to provide extra service to the advertiser. By providing advertisers with the kind of
assistance that will improve the effectiveness of advertising, more time and space
naturally will be sold.
Table 2.2.1
History of
advertising in India
20th Century
19th Century 1)Many advertising
agencies came into
1)Concrete advertising existence.
history begins with 21st Century
classified advertising. 2)B.Dattaram&Co.Mumb
ai, being the oldest 1)Mudra launches
2)Ads appear for the first existing agency of that magindia.com-India's
time in print in Hickey's time. first advertising and
Bengal Gazette.India's 3)Besides Indian, foreign marketing gallery
first newspaper(weekly). advertising agencies also 2)Game shows like Kaun
3)By the end of this began to enter. Banega Crorepati become
century,ads appeared in 4)Corporate advertising a rage:
newspapers in the form started in fifties.
of lists of the latest 5)Creative revolution in
merchandize from sixties.
England
6)Glued to television by
the end of this century.
2.3 ADVERTISING AGENCY TODAY:-

The advertising industry is growing as years passing. It has its
significance in the current competitive world. Advertising agencies are mainly
classified into three:-
Fig. 2.3.1
Full-time
service
Types of
advertising
agencies
Medium- Business-
size to-Business
agencies agencies
1. Full-service agencies:
These are large or medium size agencies capable of
conducting a complete advertising campaign. They may have subsidiary companies
or have associations with other companies dealing with marketing research, public
relations, recruitment advertising, or sales promotion.
2. Medium-size agencies:
Medium- size service agencies are responsible for most
modest accounts, augmenting their regular staff with freelance and specialist services
as and when required.
3. Business-to-business agencies:

These agencies specialize in advertising industrial and
technical goods, which are generally combined as business-to-business advertising
mainly in the trade and technical press, at trade exhibitions, and by means of printed
materials such as sales literature, catalogues and technical data sheets.
2.4 PROCESS OF ADVERTISING:-
The steps in advertising process are as follows:-

Step 1(discovery)
After understanding the brand requirements, they pursue a rigorous

research that starts from benchmarking the relevant sites, conducting mood boards
and goes on to using scenarios that help them understand the final consumer.
Step 2(design)
Keeping all the attributes in mind a discussion session is conducted to

arrive at creative ideas. A prototype of the big idea is executed at the first level.
Step 3(development)
After a couple of modifications and approval from customers on the

design, a fully functional prototype is technically tested and the site /campaign are
ready to hit the market.
Step 4(deployment)
Impact of the creative is logically studied to document a case study that would help
one to review the communication objective.

The important terms used in advertising are:-
Copy writing
 Writing copy that sells
The creative team:
Advertising must present “the most persuasive selling messages.”

Copywriting is the art of writing selling messages. It is salesmanship in print. If I
fails to provoke the desired attention, interest, desire, conviction and action it had
failed. Of course, it is likely to be assisted by other forms of creativity such as
pictures, typography and perhaps colour, but the copywriter should think visually and
direct these other elements to achieve his or her purpose. The copywriter should
work closely with the visualiser and typographer to obtain artistic and typographical
interpretation of his or her copy. The copywriter cannot successfully work in
isolation, merely writing the words, with artists working in similar isolation to create
the physical appearance of the advertisement. Ideally, and for practical reasons, the
complete advertisement should be a team effort. The design or layout should give
effective presentation of the words, the illustration should give emphasis and support,
and the typography (choice of typefaces, and their size and weight) should make the
copy legible and give emphases where necessary. The copywriter should always try
to write the final appearance of the advertisement in mind.
Basic rules:
The essential characteristics of copywriting are as follows:-
 The secret of successful advertising is repetition, whether by continuously

advertising or by the use of repetition in the advertisement.
 People do not necessarily want to read the advertisement. Therefore the
message must not waste words, and convey its message quickly and with
impact. If the reader hesitates at an unknown word, attention is lost.
Therefore every word must be easily understood and there must be no
ambiguity.

 Short words, short sentences, short paragraphs help to demonstrate the
message and make it easy and quick to read and absorb.
 While taking care to writ clearly and accurately when using language,
copywriters must also develop skills for abusing language to achieve the
results demanded by the brief.
Layout and typography
 Planning the advertisement

.
1. Teamwork:
Advertisements are often produced separately by the art director,
who designs them, and the copywriter, who writes the text and creates the basic idea
and theme known as the copy platform. As has already been emphasized in 11:1
these two creative experts should work as a team. The copywriter should think
visually, that is considered how the words should be seen as well as read. It is a bad
system for the two to work in isolation, and for the visualizer merely to fit words to
design.
If there is no teamwork, and no discussion between visualizer and
copywriter, the result could be an advertisement crammed with too much copy
printed too small to be legible. Similarly, the copywriter could suggest how the
advertisements should be illustrated, while the visualizer could suggest how many
words are required for the available space.
2. AIDCA formula:
This well-used formula helps in the overall planning of an

advertisement, and it is particularly applicable to the hard-selling advertisement. It
applies not only to the copy, layout and typography but also to the choice of medium,
the space size and its position in the publication. An analysis of the five elements of
the formula will explain this more precisely.
1. Attention:

Unless an advertisement grabs attention, diverting the reader from
either the editorial or other advertisement, it will not even be noticed. Attention may
be achieved by position in the publication (either which page or on which part of a
page), or by the size or shape of the advertisement.
Even a tiny advertisement will attract attention if it is in the right position (e.g. a
house for sale classified or a resort ad in a section on holidays). Creative devices can
be used to attract attention, e.g. colour, headline, Illustration together with the
general layout and choice of typeface. Thus, attention-getting may depends on a
blend of factors, not forgetting the subject of the advertisement itself.
2. Interest:
There is no point in using these devices to make people look at the
advertisement unless it also gains their interest. It may do so selectively, and certain
readers will be interested in advertisement for, say, cosmetics, foods etc. interest may
be achieved by the offer, the picture, or the copy and these will in turn be
strengthened by the impact of the wording and presentation.
3. Desire:
After attraction and interest, readers must be encouraged to desire the
product or service. It is most important element. How, creativity, can it be made
desirable? What benefits are offered? There is an exchange situation: what will the
reader gain by paying the price? Why should the reader sacrifice his or her money? –
answering these questions in order to make people to desire.
4. Conviction:
It is all very creating the wish to buy, own or enjoy the product or service, but it is
also necessary to inspire conviction that it really is worth buying and that it will give
satisfaction. This may require convincing facts, proofs of added value, performance,
testimonials and so on. Readers are likely to lose interest if essential information is
missing from an advertisement. Such information could include the price, which can
be one way of judging a product or service. Is it good value for money?
5. Action:

The next question is how can the advertisement induce response? Some
advertisement merely remind, others build up interest and desire against immediate
action.
Design and layout
The design of a press advertisement goes through a number of stages.

First, rough scribbles, scamps or visualizer will be sketched in pencil or marker pen,
and numerous experimental versions will be produced by the visualizer, until the
final layout. Final idea will be worked up in a form which is sufficiently intelligible
and can be shown to the client for approval. When this provisional layout is
approved, artwork is commissioned and the layout artist produces finished layouts
with typographical mark-ups, regarding typeface and sizes.
The eight laws of design:

The basic principles of design, which can be applied to advertisement,
are:
· Law of unity
· Law of variety
· Law of balance
· Law of rhythm
· Law of harmony
· Law of proportion
· Law of scale
· Law of emphasis
Typography:
Typography is the art of selecting typeface, of which there are
thousands of designs; blending different typefaces; casting off the number of words
to fit spaces; and marking up copy for typesetting, using different sizes and weights.
Television commercials:

Storyboard:
The “visual” for a TV commercial is a set of drawing set in TV-
screen shapes or rectangles which tell the story of the proposed commercial. This is
known as the storyboard. The client approves this, together with the copy, before any
shooting is done.
Special effects:
The agency’s TV producer is responsible for the conception of
the TV commercials. The actual commercial is then made by an outside director and
production unit. Most commercials are first made on film, but can be transferred to
video for post-production treatments such as special effects and computer graphics.
2.5 RECENT TRENDS IN ADVERTISING:-
1. Covert advertising:
It is also known as guerrilla advertising, when a product or
brand is shown in entertainment programmes or media other than advertisements.
For example, a particular brand of mobile used by the hero in any super hit movie
where the brand logo is clearly visible to the audience.
2. Infomercials:
The main objective of an infomercial is to create impulse
purchase, so that the consumers sees the presentation and then immediately buys the
product through the advertised toll-free telephone number or website. Examples are
teleshopping commercials.
3. Celebrities:
This type of advertising focuses upon using celebrity power,
fame, money, popularity to gain recognition for their products and promote specific
stores or products.
4. Online advertising:

Online advertising implies advertising through internet.
Today, online advertising includes not only evolved banners, popups and e-mail ads
but also search marketing, pay-per click, contextual advertising, retargeting,
behavioural targeting, social marketing, video advertising and user generated online
video.

CHAPTER – 3
COMPANY PROFILE

3.1 HISTORY:-
Mr A. G. Krishnamurthy founded mudra corporations on 25th

march 1980. He started his advertising career with Shilpi advertising in 1976. He
moved to Reliance industry as advertising manager, 4 years later he founded Mudra
Communications.
One client Vimal and 500 sq.ft office that was Mudra in the
year 1980. They were a small agency started in Ahmedabad with one clearly
articulated goal to be in top 5 agencies; there with an almost manic obsession by
creating the best contemporary advertising that had the clients and other people
taking notice.
As a young agency operating out of Ahmedabad its growth

was driven helping small business with big ambition to explode their brands to the
country at large.
Within 9 years they were the largest Indian advertising

agency. Today Mudra which started with one client has more than 125 clients, which
is a reward to their passion and zeal.
In 1991 they started MICA, Mudra Institute of

Communication Ahmedabad the only advertising institute of its kind in Asia.
Now Mudra is in its path to conquer more heights.

3.2 ACHIEVEMENTS:-
 Mudra was the first to give India double spread colour ads
 It was Mudra that first sponsored commercial telecast of a major sporting event
with the India and West Indies series of 1983.
 It was Mudra that first branded a public issue Reliance Khazana.
 Mudra made India’s first telefilm Janam.
 Mudra started the first advertising academy of India, MICA-The Mudra
institute of communication Ahmedabad.
 It is Mudra that gave India’s advertising community its first advertising
archives marketing and advertising gallery (MAG).
3.3 SERVICES OFFERED BY MUDRA GROUP:-
Mudra communications Pvt Ltd was founded in 1980 and is

based at Mumbai, India. Mudra is one of the most admired marketing
communication networks in the country and a highly rated agency both by clients
and industry. Mudra has 4 agencies under it, Mudra India, Mudra DDB, Mudra Max
and Ignite Mudra. Each of these agencies has its own strategic business units for
providing services to its clients.
The 4 agencies provide different services to the clients.

Under each client they have different strategic business units. The group utilizes its
deep understanding of consumer brands and media to deliver creative business
solution. A customized and collaborative approach helps its clients, build enduring
and profitable brands. The group offers integrated communication services through
its 4 platforms.
The 4 agencies are:-
Fig: 3.3.1- Agencies of Mudra

MUDRA INDIA
DDB MUDRA
MUDRA MAX
IGNITE MUDRA
MUDRA INDIA:-
Fig: 3.3.2 SUB’s Of Mudra India
Mudra
India
Mudra Water Maatra
Mudra:-
Mudra has 3 specialist units including Mudra West,

Mudra North & East, Mudra South solutions which provides client business solutions
through advertising. Mudra west is a Mumbai based agency. Mudra north and east
includes Delhi and Kolkata. Mudra South includes Cochin, Chennai and Bangalore.
Water:-

Water is Mudra Group’s brand strategy and design
consultancy unit. It offers solutions ranging from brand strategy, identify design &
experience design and is based in Mumbai. They help clients which want makeover,
companies who are looking for brand identity, and brands which want to break into
franchising and new entrepreneurs. It is an independent specialist unit.
Maatra:-
Maatra offers localization and other pre- media services.

Maatra offers best-in-class capabilities in operations and project management for a
complete integrate of communication execution. Its core focus is to provide
comprehensive services such as communication, globalization, translation,
localization across markets and languages. Maatra’s focus is on providing
comprehensive high quality services in every area of communication and
PRIMEDIA services over 100 languages.
DDB MUDRA:-
Fig: 3.3.3 SUB’s Of DDB Mudra
DDB Mudra
Tribal DDB RAPP India Health and Lifestyle
The aim of DDB Mudra is to help the ad network service its

international clients in India better and to get a bigger clunk of DDB’s global
business entering the country.

Tribal DDB:-
Tribal DDB India connects consumer insights with

technology and takes the client’s brand on a flight to tap into the numerous
opportunities of the digital space. It is the only agency in India to offer end-to-end
digital branding solution right from strategic consulting through ideation, creative
execution, online media planning and campaign management, search engine
optimization, social media etc.
Rapp India:-
Mudra communications in collaboration with Rapp Collins

formed Rapp India. Rapp India offers global expertise to a wide range of players in
the field of finance, telecom, automotive, energy and retailing. They also conduct
programmes on integrated acquisition and customer management to provide an
insight into the new ways and prospects to meet the changing markets.
DDB Health and Lifestyle:-
The agency specializes in the emerging communication needs

of the health care industry. To bring together the understanding of the medical
business with refreshing consumer, doctor and channel insights – it is uniquely
positioned to address the communications and pharmaceutical brand promotion.
MUDRA MAX:-
Fig:3.3.4 SUB’s Of Mudra Max

Mudra Max
Media Experiential
Connext Prime retail

&Radar Prime site
Street smart
Kidstuff
Celsius
Terra
Multiplier
Mudra MAX is the third agency under the Mudra Group

umbrella that houses the media buying and various specialist units. MAX, therefore,
houses Connext and RADAR, the two media buying units. RADAR is exclusively
for handling Reliance brands. This division also has various specialist units catering
to OOH, retail design and visual merchandising, navigation and marketing solutions
for trade, promotions, rural, events and sports.
Mudra Connext:-
It provides advanced business solutions through media. Its

focus is to leverage the convergence of media to effectively deliver integrated
&innovative media solutions. The agency has operations in six cities and team
strength of over 70 people.
Mudra Prime group:-

Prime site is out of home services include conventional
outdoor, ambient and unconventional media. It has the most extensive nationwide
network covering over 600 markets. Prime site is the only comprehensive out of
home communication agency in India with proven expertise in the classical outdoor
medium along with value added capabilities in retail merchandising and design and
consulting. It is the leader in out of home brand communications. Prime retail is
India’s leading agency providing services in retail and visual merchandising.
Mudra Celsius:-

Celsius adds event solutions to the platter of services offered
by the Mudra group. While focussing on providing event solutions to clients, Celsius
will also look at developing experience measurement tools to help clients measure
the return on investment (ROI) of their activities. Celsius focus purely on brand-
related events, and not compete directly with event management companies.
Mudra Kidstuff:-
Kidstuff is a part of Mudra Max, is a promotional marketing
company specializing in events, sampling and consumer promotions. Kidstuff is
designing brand promos that are derived from the overall brand strategic
requirements. It is also investing in people and their skill sets to improve the quality
of ideation and creativity.
Mudra Streetsmart:-
Streetsmart is Mudra’s second OOH specialist agency, which

aims to provide a new-age interactive edge to outdoor space. Streetsmart was
launched for the purpose of controlling the increasing competitions and conflicts in
the company due to the increase in clients.
Mudra Multiplier:-
Multiplier denotes multiplication of business through the

process enhancement and optimum utilization of people, solutions, and sales. The
services that the business entity will provide to its clients range from recruitment,
training and development, payroll management, trade consultancy and
implementation covering consumer and trade loyalty programs. It provides a
complete array of activities targeted to support a company's sales process in the face
of an emerging Indian retail landscape. Multiplier Trade Marketing promises
competent sales coordinators.
IGNITE MUDRA:-
Ignite Mudra offer services that encompass all the areas that
are vital for the growth of entrepreneurial brands. Ignite Mudra is the fourth agency

of the Mudra Group that was launched in 2009and is positioned as an agency that
partners Indian entrepreneurs. The agency works closely with entrepreneurs in trying
to understand their needs, not only in brand building but also supporting them
through a consortium that provides services incorporate law, funding, organisational
development and sales and distribution expertise provided in conjunction with a
group of domain experts.
Mudra communications as a whole is a big organization and

its hierarchy is very complicated; it’s not possible to study the hierarchy of the whole
Mudra Group in such a limited time period. Hence I have taken one of the agency of
Mudra i.e., Mudra Max for my organizational study.
3.4 MUDRA MAX:-

“Integrated specialist communications”
Mudra Max was first launched on April 2008. Today it has

over 425 employees working in its units in Ahmedabad, Delhi, Kolkata, Bangalore,
Chennai and Cochin. Mudra Max has 16 specialist units under it on which 8
important one’s are functioning in its Bangalore office. The study is done mainly
about the functioning of these 8 units.
Mudra MAX is the third segment under the Mudra Group

umbrella, which houses the media buying and various specialist units. MAX,
therefore, houses Connext and Radar, the two media buying units. The various
specialist units here include those housed under Prime Group, which includes Prime
Site (out of home solutions); Prime Retail (retail design and visual merchandising);
Prime Wayfinding (navigation solutions); Prime Consult (outdoor environment
consulting) and Prime Green (solar enabled media).
Then there is Kidstuff, the promotional marketing unit, Street
Smart, the interactive out-of-home solutions arm; Multiplier, the specialised trade
marketing unit; Terra, the specialised rural marketing unit; Videotec (the branded
entertainment arm); 10 Integrated, the sports marketing unit; Celcius, the events
marketing unit and Portland. Mudra, the recent JV between UK based retail design
firm Portland and Mudra in the area of experiential and retail design. There is also
the recently launched Clear Channel Mudra LLP, which is an out of home specialist
unit.
“Where we stand now, and where we would be standing a year from now on, is
going to be very different. Today, the one differentiating factor would be that we
are the largest communications group with real specialist skills across all of
consumer touch points. That’s our biggest USP and the ability to integrate all
these units with advertising will also be our biggest strength.” – Mr Pratap Bose
(CEO – Mudra max)

Mudra Max Structure:-
Mudra Max
Media Experiential
prime group
Connext Radar
celsius
streetsmart
kidstuff
multiplier
Connext and Radar are especially for media buying and

planning. Radar is mainly for reliance ADAG group. The Prime group, Kidstuff and
Streetsmart are housed under Connext, Multiplier, Celsius, Videotec etc. is housed
under Radar. These specialist units implement the plans and do other functions like
advertising, conducting campaigns, exhibitions etc. for their clients. Their
functioning and reporting structure are detailed in the service and department profile.
3.5 LOGO:-
3.6 SOME MAJOR WORKS:-

3.7 DIRECTOR BOARD:-
Fig:3.7.1

NO: POSITION NAME
1. MD &CEO Mudra Group Madhukar Kamath
2. CCO Mudra Group Bobby Pawar
3. CFO Mudra Group Dileep Upadhyaya
4. COO Mudra Group & CEO Mudra Max Pratap Bose
5. CSO Mudra Max Anurag Gupta
6. President Mudra Max media L S Krishnan
7. SVP Strategy & Planning Mudra Max Aniel Deepak
8. SVP OOH Mudra Max Mandeep Malhotra
9. President Retail Sanjeev Hajela
10. Creative Head Mudra South Joono Simon
11. VP and Head Multiplier Sammer Mehta
12. VP and Head Celsius Vandana Verma
13. President ,Organizational development Ajit Menon
3.8 COMPETITORS:-
 Adbur pvt. Ltd

 Akshara advertising
 Chaitra Leo Burnett Pvt Ltd

 Contract advertising Ltd.
 Ogilvy &Mather
 J Walter Thompson India
 FCB- Ulka advertising Ltd.
 McCann- Erickson India Ltd
 Grey Worldwide Pvt. Ltd
 R K Swamy/BBDO advertising Ltd
 Rediffusion-DY&R
 Enterprise Nexus communications pvt. Ltd.
 Euro BSCG Advertising pvt Ltd
3.9 CLIENTS:-
 Aircel
 Appollo Munich
 Hindustan Unilever limited
 Pepsi
 Motorola
 Bayer
 Jet airways
 Reliance ADAG
 Spice telecom
 HBO
 Jyothi Laboratories
 Zydus Cadillar
3.10 SPECIAL INITIATIVES
MICA (Mudra Institute of Communications Ahmedabad):-

Vision:-
To be the pre-eminent communications management school
Mission:-
To develop innovative professionals in the practice, development and

management of communications to serve the needs of the industry and society
through education, research and advocacy.
History:-
Started in 1991, Mudra Institute of Communications, Ahmedabad (MICA)

is an autonomous non-profit management education institution. MICA has set a
precedent as the first residential academic institution in the country and perhaps in
the Asia-Pacific region wholly dedicated to meeting the needs of the integrated
marketing communications industry. MICA complements the role that management
education plays in modernizing and professionalizing communications-driven
businesses.
Today, it is the alma mater of professionals who are serving in the

marketing, marketing research, advertising and media sectors, and emerging
communications-driven businesses such as broadcasting, retail and design
communication, and public relations and event and entertainment management.
The MICA Brand assures the delivery of current, reliable and cost-effective
communications management skills.
The single, most important aspect that makes MICA stand apart from the
other management schools in the country is the strength and design of its
curriculum. The courses are structured and taught with the intention of creating
communications management specialists who are able to understand the multiple
requirements of business, specifically of those organizations that are

communications-driven in realizing their business strategy and effectiveness.

MICA is contemporary. Freshness of spirit is characteristic of this
institution.
MICA believes in facilitating learning and sharing ideas and experience

rather than merely teaching, and encourages experimentation and innovation.
While encouraging each individual to develop his/her potential, MICA also

helps students understand and imbibe the value of teamwork.

CHAPTER – 4
SERVICE PROFILE

Mudra Max offers various services to its clients through its 16
specialist unit. In Bangalore 8 units of Mudra Max is functioning. A brief of the
units, its reporting structure and the functioning is discussed below,
4.1 CONNEXT:-
“Innovative business solutions through media”- USP
Function of this unit is media buying, planning and implementation. It

provides media solutions for their clients. The basic structure of Mudra Connext is as
shown below:
Fig:4.1.1
Managers &
Strategic planning
Executives
Functio
Planning
Service Process People
n Implementation
planning
Managers &
Executives
Media
Operations Group head
Buying
Commercial Executives & Billing
(Billing) Assistants
Media solutions is giving solutions to the brands for their problems

regarding advertising and promoting their product. It includes solutions for how to
advertise, where to advertise and how to target their customers. The general function
of a media department in simple words is to help the brands to locate their customers
and find where to advertise i.e. planning and buy the place to advertise for the brands
i.e. buying.
Media Planning:-
Media planning people or media planners helps their clients to select media
for advertisement placement. The main aim of a media planner is to assist their client
in achieving business objectives through their advertising budgets by recommending
the best possible use of various media platforms available to advertisers. Their
function is to analyse target audiences, keeping themselves updated about the new
developments and market trends and understanding motivations of consumers. In
short, media planners help their agency to choose the best outlet or medium to reach
the customer group they want.
Media Buying:-
It’s the other sub function of Mudra Connext. Media buying is obtaining the
best possible placement and price of piece of media real estate within any given
media. The main task of media buying is the negotiation of price and placement to
ensure the best possible value.
Media buying people otherwise called media buyers are individuals
responsible for purchasing time and advertising space for the purpose of advertising.
The buying decision is based on certain factors like station formats, pricing rates,
demographic, geographic and psychographic relating to the advertisers particular
product or service objectives.
The place will be bought depending on the budget, type of medium (mass, print, ooh
etc.) , and how much time and space is needed.
Billing:-
Billing is nothing but keeping record of all transactions and expenses
occurred by the media buying and planning process. There will be an account
executive for this job.
4.2 MULTIPLIER

“Trade marketing” – USP
Its function includes conducting recruitments, training, deployment &

development, retail merchandising, consumer and trade loyalty programs for their
clients. Multiplier mainly works for Reliance. Its major client is Videocon. The
major functions of Multiplier are:
 Gives idea to the clients where to allocate their showrooms
 Supplies human resources to them
 Do retail auditing
 Do market survey for clients
 Take care of payroll management of clients.
 Take care of their entire sales and report to the clients
The reporting structure is as follows:
Fig: 4.2.1
Branch
Manager
Admin. HR MIS
manager executive Manager
MIS Program
Executive manager
4.3 PRIMESITE
“out – of – home solutions” – USP

The major function of Prime site is advertising other than print and mass media.
It includes advertising methods like:-

 Using foot over bridge
 Mobile display
 Advertising in bus shelters
 Below fly overs
 Advertising using public utility services – in some states they don’t support bill
boards, bus displays, flux etc. so they will start some public utility services and
advertise on them.
It has account directors who plan and buy media. A support function
department or monitoring department is who search for suitable locations and takes
photographs of the locations and send reports to the clients. The account directors
prepare a plan according to the budget put forward by the clients. Do necessary cost
allocations, prepare a cost plan and send to the clients for their approval.
The reporting structure is as follows:-
Fig: 4.3.1
Vice president
Prime site
Regional General
Manager
Group Account Group Account Deputy General Support

Director Director Manager function/monitoring
4.4 PRIME RETAIL:-
“Retail design and visual merchandising” – USP

Function of Primeretail is retail and visual merchandising.
Visual merchandising:-
Visual merchandising is the activity of promoting the sale of goods,

especially by their presentation in retail outlet. This includes combining products,
environments, and spaces into a stimulating and engaging display to encourage the
sale of a product or service. Visual merchandising is one of the final stages in trying
to set out a store in a way that customers will find attractive and appealing and it
should follow and reflect the principles that underpin the store’s image. Visual
merchandising is the way one displays 'goods for sale' in the most attractive manner
with the end purpose of making a sale.
The structure of Primeretail is shown below:-
Fig: 4.4.1
President
Design
GM South
head
Client
Operations
servicing
Senior
Manager
manager
Executive
4.5 KIDSTUFF:-
“Promotional marketing” – USP

As the USP indicates Kidstuff is into promotional
marketing. Media is basically divided into two ATL and BTL. ATL or above the line
indicates any mass or print media, outdoor boarding etc. BTL or below the line
indicates interacting with customers and give them experience and touch and feel the
products.
Their function is to conduct campaigns, exhibitions etc.

for their clients to attract the customers. They conduct campaign in schools, colleges,
malls etc. where more people spent their time. The hierarchy of Kidstuff is as
below:-
Creative team creates the idea, operational team executes
the stuff and support team serves as a liason between the client and agency.
Fig: 4.5.1
Director Brand
communications
Support to Operational
Creative team
client team
4.6 KIDSTUFF:-
“integrated events management”-USP

Celsius offers its clients a wide range of services ranging from designing
branded experiences to creating thematic programs to maximize the impact of brand
communication. It also works with central planning and analytics team to develop
experience measurement tools so that clients can measure the ROI of their
engagement activities.
Celsius work seamlessly with Tribal DDB, Rapp and Kidstuff to offer
clients complete experiential marketing. The main service offered by Celsius is event
management. Their functions include studying the details of the brand, identifying
the target audience, planning the event concept, planning the logistics and
coordinating the technical aspects before actually executing the modals.
It will have a planning team that plans the logistics, creative team creates the
idea and operations team executes the stuff.
Fig: 4.6.1
Director
brand
communications
Planning team Creative team Operations
4.7 STREETSMART
“Integrated out- of home solutions”- USP

Streetsmart offers out of home solutions. Streetsmart is the second out of
home solutions of Mudra Max. It works in coordination with the Prime site. Its
function is not to create just bill boards but to transform new creative ideas to people
throughout -door campaigns.
The structure of Streetsmart is similar to Primesite. It is managed by the same people

of Primesite
Fig: 4.7.1
Vice president
Regional General
Manager
Group Account Group Account Deputy General Support

Director Director Manager function/monitoring
Above mentioned are some of the SUB’s of Mudra Max

and the services provided by them to their clients. In total there are 16 specialist units
and thus more services provided by Mudra Max-

CHAPTER – 5
DEPARTMENT PROFILE
An advertising agency has a different and complicated department

structure as compared to other organizations. There is no specific department as such
in an advertising agency. In general the departments of Mudra are:-
 Client servicing department

 Media department
 Creative department

 Production department
 Account service department
 Financial department(Commercial)
 Facility management department
 Human resource department(LLC)
Each agency and its sub units have different employees but the
same department working for them. It’s very difficult to take each specialist unit and
describe its departments. Hence the departments are described in general.
5.1CLIENT SERVICING DEPARTMENT:-

Fig: 5.1.1
Accounts Advertising
Clients
executive agency
The first function of an advertising agency is the contact and

communication between the agency and the advertiser. In the advertising agency
language the advertiser whom the agency serves is the client. In advertising terms the
client is often referred to as the account. This is because the client hands over the
responsibility of spending and maintaining accounts of its advertising budget to the

advertising agency it appoints for the work. The person who works in the area of
contact and communication between the agency and the client is known as account
executive. He is a part of a large group called accounts service group. It includes

specialists in different fields, such as media, art and copy, research and production
etc.
Their functions are:-
 Client servicing dept. is the first stage for any company to contact with the
agency. Any client first contacts the client servicing dept. and gives their
requirements. Then client servicing person give that requirement to the
creative department.
 Every time when agency have to contact the client, client servicing department do
this. This department, also carryout market research for the company in order to
know about current marketing situation, and then make advertisements according to
it.
5.2 MEDIA DEPARTMENT:-
The importance of the media department is increasing with the spread

of different types of media. As the market is now becoming more competitive the
brands know the importance of reaching out the right consumer, most effectively. 10
per cent of the advertising budget is spent on creating advertisement, while 90 per
cent is spent on media. From this 90 per cent comes the agency’s major income. The
media department usually has two functions under it , media planning and media
buying.
Fig: 5.2.1

CSO
SVP
Media head or
VP
Media
department
Media
Media buying
planning
accounts Accounts
media planner Media buyer
executive executive
MEDIA PLANNING:-
Media planning department help the agency to choose the best

outlet or medium to reach the customer they want. They plan, schedule, book and
purchase space in the print media, outdoors and mass media. A media planning
department has media planners working. The main job of a media planner is to assist
their client in achieving business objectives through their advertising budgets by
recommending the best possible use of various media platforms available to
advertisers. Their roles include analysing target audiences, keeping updated of media
developments, reading market trends and understanding motivations of consumers.
MEDIA BUYING:-

Media buying is another sub function of media department. Media
buying is the best possible placement and price of a piece of media real estate within
any given media. The main task of media buying lies within the negotiation of price
and placement to ensure the best possible value can be secured. Media buyers are
individuals responsible for purchasing time and advertising space for the purpose of
advertising. The media buyer should optimize what is bought and that is dependent
on budget, type of medium, quality of the medium and how much time and space is
wanted.
The account executives are the people who are responsible for
allocating the budget properly.
5.3 CREATIVE DEPARTMENT:-
It is in the creative department that a marketing concept is

converted it into a communication concept, power enough to induce a purchase. This
is an area of team work.
Fig: 5.3.1
CCO
Creative
director
Creative head Art director
Copy writer Account handler
The creative department works on that requirement which is given

by the clients and make initial layout for the advertisement and show it to the client.

The main function of creative department is to make initial layouts for the
advertisements. The creative department has two sub departments- art department
and copy writing department.
The function of art department is to make the picture presentation

for the advertisement or simply rough layouts.
The function of copy writing department is to make caption line,

jingles, or some short notes about the product.
Then all these are collected together for making initial layouts and
show it to the client. When this layout is approved by the client, it is given to
operation department.
5.4 PRODUCTION DEPARTMENT:-
Fig: 5.4.1
COO
Supporting
Operating Team
team/monitoring
photographers typographers etc
The production department is concerned with the production of the

advertising material. When practically all newspapers were printed by letterpress, the

production department’s main responsibility was to get the blocks made out of the
artworks of the advertisements produced by the creative departments and dispatch
them to the newspapers concerned, according to the instructions of media
department. With the switchover to the offset process of printing, the artworks are
now sent directly to the publishers for processing and printing. It engages contractors
to paint the hoardings from designs produced by the creative department, or for
constructing exhibition stalls and stands, models and so on.
Depending on the load of work involved, this department would

have to supervise the production of audio-visual material, such as radio/TV spots and
films. With the increasing use of the electronic media, specialized departments have
come up in the larger agencies to handle the work with the assistance of outside
studio services and video/film makers. It is often simpler for the creative department
to deal directly with the production of audio-visual material. The production
department in such cases would come in mainly in the management area. For the
production of the approved TV commercial, the production department supervise the
casting of actors to appear in the ad, the setting of the scenes and setting an
independent production studio.
Specifically the functions of production department are:-
 Ensures that finished artwork is delivered to the appropriate

media by the deadlines.
 May also source specialist materials and suppliers e.g.
specialist printers and paper.
 May include a traffic department which progresses jobs
through the agency to ensure jobs are completed on schedule.
 Includes studio manager, Mac Operators, Finished Artists,
photographers etc.
5.5 ACCOUNT SERVICE DEPARTMENT:-

The account service, or the account management department, is the
link between ad agency and its clients. Depending upon the size of the account and
its advertising budget one or two account executives serve as liaison to the client.
The account executive’s job requires high degree of diplomacy and tact as
misunderstanding may lead to loss of an account. The account executive is mainly
responsible to gain knowledge about the client’s business, profit goals, marketing
problems and advertising objectives.
The account executive is responsible for getting approved the media
schedules, budgets and rough ads or story boards from the client. The next task is to
make sure that the agency personnel produce the advertising to the client’s
satisfaction. The biggest role of the account executive is keeping the agency head of
the client through follow-up and communications.
Fig:5.5.1
Account director
Account executive/
Account planner Support team
Account Manager
5.6FINANCE & ACCOUNTING DEPARTMENT (COMMERCIAL):-

An advertising agency is in the business of providing services
and must be managed that way. Thus, it has to perform various functions such as
accounting, finance, human resources etc. It must also attempt to generate new
business.
Also this department is important since bulk of the agency’s

income approximately 65% goes as salary and benefits to the employees. The major
source of income of advertising agency is the 15% commission received from media
and all the other suppliers of advertising materials.
The main functions of branch level finance of commercial

department are:-
 Control of the fund flow

 As the media liabilities are increasing
 Collection of money
 Implementation of new systems
 Implement and practice rules and regulations.
The functions of corporate finance are:-

 Dealings regarding to income tac, provident fund and salary
The structure of commercial department is as below:-
Fig: 5.6.1

CFO
VP-Mudra
Group
VP - Mudra
Max
Branch level Corporate

finance finance
VP -
Finance
marketing
head
services
Finance Senior Accounts

Buying end
head south accountant officer
Group
Accountant
Manager
Media
planner
Group
manager
Operation
team
5.7 FACILITY MANAGEMENT DEPARTMENT:-
The administration department in Mudra is called facility management

department. As the name indicates its function is to manage the facilities of the
organization.

Their main functions include:-
 Control of staff welfare programs.

 Internal event management / training in coordination with LLC
department.
 Keep and store all inventories including books and magazines.
 Sourcing office space and interior management.
 Ensure payment to vendors.
 Transport arrangements for the employees for the office
purposes.
The structure of facility management department is as follows:-
Fig: 5.7.1
President
Org. devpt
EVP & head

technology
National Head
Manager
facilitation
south
Assistant Assistant
manager manager
5.8 LLC DEPARTMENT:-

The HR department in Mudra is known as LLC department. The LLC
department is in charge of scouting new talent for the advertising agency and making sure
that everything runs smoothly in the process of interviewing new candidates.
The important functions of LLC department are:-

 Arranging training and development programs for employees and students.
 Recruitment of employees
 Control on pay and incentive systems
 Personnel management
 Internal event management
Fig: 5.8.1
President
Org. devpt
EVP & head

technology
National Head
Manager LLC
south
Assistant Assistant
manager manager

CHAPTER – 6
RESEARCH DESIGN

6.1 RESEARCH OBJECTIVE:-
To know about the functioning of the departments and services offered by
Mudra.
6.2 RESEARCH PLAN:-
i. Data Source
Data is collected through primary data source & secondary data

source. Primary data is collected by personal interview method specifically executive
interviewing and through observation studies. Secondary data is collected from
journals, magazines and internet.
ii. Research approach : Personal interview (Executive interviewing), Observation

studies
iii. Research instrument :Semi structured interview
6.3 SAMPLING METHOD:-

i. Sampling units :Employees
ii. Sample size :10
iii. Sampling procedure : convenience sampling
6.4 DATA COLLECTION & INTERPRETATION:-
INFORMATION COLLECTED:-
 Organization culture
 Services offered
 Major clients
 Competitors
 Trends of advertising industry
 Structure of each department
 Reporting structure in each department

FINDINGS:-
 Mudra is one of the largest advertising agencies in India.
 Most of their customers are prestigious ones
 Their organization structure is not very well defined.
 They create many employment opportunities.
 Clients are depending Mudra for new creative ideas.

CHAPTER – 7
ORGANIZATION DESIGN

7.1 ORGANIZATIONAL STRUCTURE:-
The primary role of an organizational structure is 1) Coordination

of employee activity and 2) Motivate employees with the proper incentives to
achieve superiority in the building blocks of competitive advantage.
The organization structure can be differentiated by task relationship

or authority relationship. The structure of Mudra is more task relationship oriented.
Task relationship can be differentiated as functional structure or divisional structure.
The structure of Mudra Max can be explained in both ways. But it is easier to
describe the structure using functional structure differentiation. Functional structure
arises from people specializing in their own tasks. A functional structure is one that
groups organizational members based on their common use of resources. Examples
of functional areas are service and marketing, finance, operations etc.
ADVANTAGES:
 People with common skills share information on the best way to solve a
problem or organize a task. Learning from each other increases
specialization and productivity.
 People are more self- monitoring.
 Since employees work closely together, norms and values are
developed to increase effectiveness.
DISADVANTAGES:-
 The functions don’t communicate with each other because they are
concerned with the hierarchy in their own areas.
 It is difficult to evaluate the cost and contribution of each to a problem.
 As new types of customers are attracted to the company it is hard within
the functional structure, to customize the product to meet their needs.

7.2 ORGANIZATION CHART OF MUDRA :-
Board of
directors
Client Facility
servicing management
department department
Accounts Senior
Group heads
executive managers
Assistant
managers
LLC Commercial
department department
Senior Account
Group heads
managers Planners
Assistant Account
managers Executives
Support team
Media Creative Production

Department Department department
Media Creative photographer

Media buyer Art director Operating s,
planner director
team typographers
etc
Accounts Account
Executive handler Copy writer
7.3 ORGANIZATION CULTURE:-

Organization culture is an idea in the field of organizational studies
and management which describe the psychology, attitudes, experiences, beliefs and
values of an organization.
Organization culture is reflected from various factors which includes

even the facilities, office surroundings, visible awards and recognition, the way that
its members dress, how the staffs behave to outside persons etc.
Several methods have been used to classify organizational culture. From the
many I selected the method of Mr Robert. A. Cooke where he divided the different
cultures into clusters.
Robert .A. Cooke, defines culture as the behaviours that members believe
are required to fit in and met expectations within their organization. The
organizational culture inventory measures 12 behavioural norms that are grouped
into three general types of cultures.
 Constructive cultures, where members are encouraged to interact

with people and approach tasks in a way that will give them higher
order satisfaction.
 Passive and defensive cultures, in which members believe they must
interact with people through the ways, where they will be safe and
does not threaten their own security.
 Aggressive/defensive cultures, in which members are expected to
approach tasks in forceful ways, to protect their status and security.
From the observations, I could find out that, in Mudra Max they stick
to constructive cultures, where they are not forced to do things. Following such kind
of a culture helps the employee to meet their higher order satisfaction needs like;
affiliation, respect or appreciation and self-actualization.
According to Robert. A. Cooke, the four cultural norms of this cluster are;
 Achievement

 Self-actualizing
 Humanistic encouraging
 Affiliate
He explains that organizations with constructive cultures encourage

members to work through full potential, resulting in high levels of motivation,
satisfaction, teamwork, service quality and sales growth. It’s evident in an
environment where quality is valued over quantity, creativity is valued over
conformity.
These types of cultural norms are consistent with the objectives behind
empowerment, total quality management, transformational leadership, continuous
improvement, reengineering and learning organization.
All the above discussed factors or norms very well define the organization Mudra.
From my observational study of the organization and its culture, I could

see that the organization possess the following norms.
 There is equality among every employee, i.e. there is no gender discrimination done
in the case of payments of salary, incentives etc.
 Job involvement of the employees is high – I didn’t observe a single person sitting
inactive or involved in any other activities during their work time. Every minute they
busy with meetings, conferences or meeting their clients.
 Behaviour among the employees – the employees behave in a friendly manner to
his/her subordinates they use the help and support of their subordinates whenever it’s
necessary, this shows the strong relationship between each and every employee in the
organization. It shows the spirit of teamwork.
 Power distance – In Mudra the lower level of employee is an account executive.
Mudra possesses small power distance among the employees. There is to an extent,
interdependence between less and more powerful people. The inequalities among the
people are on a lesser scale.

 Collectivism – Every employee in Mudra has the right to participate in events and
share their ideas or views. Every work done is a team work. Every employee show
respect to others and willingness to learn from others.
 Personal responsibility – employees in Mudra cannot be seen denying, blaming
others or giving excuses for their mistakes. They are willing to accept personal
responsibility.
 Employee orientation – The LLC department of Mudra is regular in conducting
training and development activities for the employees. They focus more on creating
better work environment for their employees. Each employee is rewarded properly
for their achievements.
 Creativity & Innovation – an advertising agency for sure needs creative people &
new innovations, Innovations are possible with the advancement of technology. The
success of an advertising agency depends on how creative & innovative it is. Mudra
is one among the 5 top advertisement agencies in India according to the AAAI
ranking. Hence it proved itself creative and innovative.
Each employee have their own identity with the whole organization
may be because of less number of employees. There work is done in teams like art
team, planning team, creative team etc. every individual is identified as the part of
particular team. It shows that the work activities are organized around groups. Every
individual is a part of whole management team. The management decision is the
decision of each employee.

Chapter-8
SWOT ANALYSIS
8.1 STRENGTHS:-

 One of the strength of Mudra Max is that they provide all kind of advertising
services to people from brand advertising, OOH solutions, rural marketing,
conducting campaigns and events etc. through its 16 specialist units. Each unit is
specialized in providing each separate service to consumers. This is the speciality of
only Mudra.
 Mudra usually don’t spend for luxurious infra-structure like any other agency, the
interior of Mudra is simple but elegant. This helps them to save that extra
expenditure which increases the revenue.
 The greatest strength of Mudra is the client base they have. The website of Mudra
says they have more than 103 clients which they say is more than any other
advertising company.
 Reliance Adag is a very big organization with a vast product profile. The whole
advertisements for them are done by Mudra Max Radar an agency especially for
Reliance. This states that Mudra have a stable income.
 Let us discuss some *client speaks of Mudra:-
 “I’m extremely impressed of the level of professionalism and team work in

Mudra. It is a world class agency with a great creative product & I’m very
proud to be their partner and client” – Joh Wren, Ceo, Omnicorn Group
 “The one thing I found about Mudra which is unique to my mind is that
they go to consumers, I have seen them. They keep speaking to consumers
and give us feedback- I like that. Advertising agencies generally believe
that there job is only being creative whereas I have seen lot of insight
coming out of Mudra” – Adi Godrej, Chairman, the godrej group.
 “Team Mudra’s passion to keep on improving the creative quotient stands
out for special mention as does their energy and enthusiasm” –
Aloke Malik, President, Peter England fashion and retail
This is only few of the client’s comments about Mudra, From this it’s very
clear that every client of Mudra is loyal to them and it shows that they have financial
stability. The brand image of Mudra is so high that their clients will not prefer any
other agency.
*Foot notes: “Mudra turns 30”, Campaign India Mudra Supplement, 30th March, 2010

WEAKNESS:-
 As the numbers of specialist units are increasing, the number of groups are
also increasing, the numbers of groups are also increasing inside the
company, which may affect the relationship between the employees. Teams
will be more focussed on the jobs assigned to them and may lose the
interaction with other teams.
 A vast organization structure, which is not easy to clearly define.
 The organization is highly fragmented. The different units of the same
organization is not situated on the same area, this reduces the employee
interactions.
OPPURTUNITIES:-
 There is an opportunity for further advancement. Presently Mudra has 16

specialist units for different types of products and services. With the
introduction of new products to markets they have an opportunity to increase,
modify and advance their specialist units to a lot more.
 With the number of competitors increasing; and Mudra being an old
advertising agency among a number of fresher, it’s an opportunity for them to
prove through creativity & innovations, that they are always the best.
 All the advertising campaigns for Reliance are done by Mudra. So the
diversification of Reliance is an opportunity for Mudra.
THREAT:-
 The split of Reliance Industries can be a threat to Mudra in future.

CHAPTER – 9
CONCLUSIONS

CONCLUSION:-
 In today’s world which is fast moving & dynamic,

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

CHAPTER – 10
SUGGESTIONS

SUGGESTIONS:-
The existing structure of Mudra is complicated and not well

defined. They should develop an organization chart clearly mentioning all details,
which will be useful for the employees and other students doing their research and
organizational study there.
We discussed in the SWOT analysis section that the structure of

Mudra max is very much fragmented. The HR department should take care to
conduct many interactive sessions for all the employees where, they will get a
chance to interact and mingle with their subordinates.
The infrastructure of Mudra Max is neat but not very attractive to

appeal the clients. Even though it is not affecting the client base of Mudra. It’s my
opinion that they can more improve the interiors and infrastructure.

BIBLIOGRAPHY

BIBLIOGRAPHY:-
CHAPTER 2:
1. Steve Raybould “ Advertising agency”, slideshare, August 08 2010
(http://www.slideshare.net/steveraybould/advertising-agency-235507)
2. “Agency structure of advertising agency”,drypen.in,August 08 2010
(http://drypen.in/advertising/agency-structure-of-advertising agency.html)
3. Wiki answers,”what is the history of advertising industry”, August 06 2010
(http://wiki.answers.com/Q/what_is_the_advantages_of_using_advertising)
4. Bhavesads,”what-does-advertising-agency-do”, august 12 2010
(http://www.bhavesads.com/advertisement/what-does-advertising-agency-do/1-
page2.php)
CHAPTER 3:
1. Mudra”services” August 05 2010
(http://www.mudra.com/services.php)
(http://maatraglobal.com)
2. Campaign India “mudra launches ooh unit streetsmart/ indian advertising media
marketing” ,August 05 2010
(http://www.campaignindia.in/news/mudra_launches_ooh_unit_streetsmart)
3. Exchange4media”Mudra amid launches announces second OOH agency
streetsmart”, August 05 2010
(http://www.exchange4media.net/outofhome/news.asp?sectionid=26?news-
id=35035&tag=3051)
4. “campaign India 31989006-mudra-group-turns-30” downloaded on august
01,2010
(http://www.scribd.com/3189006-mudra-group-turns-30.pdf)
5. Mica–India “about institute-mudra institute of communication Ahmedabad”
August 12, 2010
(http://www.mica-india.net/aboutus/aboutinstitute.html)

CHAPTER 4:
1. Mudra”services”August01,2010
(http://mudra.com/services.php)
CHAPTER 5:
1. Steve Raybould “Advertising agency” downloaded August 04 ,2010
(http://mudra.com/services.php)
CHAPTER 6:
1. Donald R Cooper, Pamela S Schindler, “Business research methods”, 9 th edition,
TataMcGrawHill, ch.6, p.136
2. R.Paneerselvam, “Research methodolgy”, February, 2005ch.1,p.1-16,ch.2,p.17-
58
CHAPTER 7:
1. Nasreen Taher,”Organizational culture”, 2005 sec1,p-38
2. Gurt Hofstede, “Cultures and organizations”,2009,ch.1, p.1-18
3. “primary characteristics o organizational culture”, August 13,2010
(http://www.buzzle.com/articles/primary-characteristics-of-organizational-
culture.html)

MUDRA MAX Organizational Study

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EXECUTIVE SUMMARY:-

Today’s world need is a corporate world and it needs a lot of

Today most of the organizations, large or small, that rely on

During this internship program, I learnt, not only about the

KRISTU JAYANTI COLLEGE

KRISTU JAYANTI COLLEGE

 To study how the industry functions.

The study is being conducted on “Mudra MAX” one of the

 The information given by the company is assumed to be authentic.

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KRISTU JAYANTI COLLEGE

Marketing is more than just distributing goods from the

A successful national economy depends on advertising

Here comes the significance of an advertising agency. The

Role of an Advertising Agency:-

The role of an advertising agency is to plan, create and

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2.2 HISTORY OF ADVERTISING :-

Advertising started with the hawkers calling out their wares

The first advertising agency on record in the U.S was Olney

 Wholesaling Period 1865-1880

 Semi-service period 1880 – 1917

The wholesaling phase agency work was checked when

Early in the semi service period agencies offered to write the

 Service period 1917 – Present

2.3 ADVERTISING AGENCY TODAY:-

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2.4 PROCESS OF ADVERTISING:-

The steps in advertising process are as follows:-

After understanding the brand requirements, they pursue a rigorous

Keeping all the attributes in mind a discussion session is conducted to

After a couple of modifications and approval from customers on the

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Advertising must present “the most persuasive selling messages.”

 The secret of successful advertising is repetition, whether by continuously

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Layout and typography

 Planning the advertisement

This well-used formula helps in the overall planning of an

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KRISTU JAYANTI COLLEGE

Design and layout

The design of a press advertisement goes through a number of stages.

The eight laws of design:

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2.5 RECENT TRENDS IN ADVERTISING:-

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Mr A. G. Krishnamurthy founded mudra corporations on 25th

As a young agency operating out of Ahmedabad its growth

Within 9 years they were the largest Indian advertising

In 1991 they started MICA, Mudra Institute of

Now Mudra is in its path to conquer more heights.

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3.3 SERVICES OFFERED BY MUDRA GROUP:-

Mudra communications Pvt Ltd was founded in 1980 and is

The 4 agencies provide different services to the clients.

The 4 agencies are:-

Fig: 3.3.1- Agencies of Mudra

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