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In todays era of cut-throat competition MBAs are sure to have an edge over their counter parts. During the post Graduation program, students come in direct contact with the real corporate world through the Summer Training. A MBA program provides the students with an in-depth study of various managerial activities that are performed in any organization. A detailed research/analysis of managerial activities
conducted in various departments like finance, marketing, human resources, production, credit management department, etc. gives the student a conceptual idea of what they are expected to manage, how to manage and how to obtain the maximum output through minimum inputs of resources available and how to minimize the wastage of resources. As a MBA student, I have taken my Summer Training at One Advertising & Communication Services Ltd.
Acknowledgement
It is my great opportunity to convey thanks to all of them who have helped me in completing this report. There are many people who play a very vital role in our achievements. Firstly, I am indebted to Gujarat University for the introduction of systematic learning method. Secondly I would like to take this opportunity of expressing my profound and inevitable gratitude to the One Adv. & Communication Services Ltd. for giving me a great opportunity for doing market research and develop such strategies and members also thankful to all staff for kind response and guidance. Especially I take this
opportunity to thank Mr. Jagan Dave without whom my project would never been possible. I also thankful tot my college authority and especially staff members for continuous encouragement and guidance.
Declaration
I, Jay Thakker, a student of M.B.A. at L.J. College, Ahmedabad, and here by declare that the project work presented in this report is my own work and has been accomplished under the kind supervision of our project guide Mr.Jagan Dave. This research work and the report have not been previously submitted to any other university or college for any other examination.
Index
Company profile
Companys Logo
One advertising & communication ltd. Is located at three different place as below
Corporate Office: 501 Avdesh House S. G. Highway, Opp. Gurudwara Ahmedabad 380054, India Branch Office: 202 Shreeji Avenue Opp. New India Mill Jetalpur Road, Alkapuri Baroda 390005, India Branch Office: Gala No. 33, Madhu Industrial Estate P. B. Marg Worli, Mumbai 400 013 This company is performing activities like know perception of peoples for particular brand or product and knowledge about the brand or product. On the basis of that they are doing advertisement through media, television, hoardings etc. 5
For performing this activities there are different departments are there. First of all there are marketing(client base service) department. They are directly contact with the client and accordingly them marketing department performing activities though copy and right department. They are preparing final advertisement scheme or promotional scheme.
Company vision
To provide total communication solution to brand This mean that a creative resources pool to client and advertising to the consumer in away never heard, read or seen before
Company mission
To provide total communication solutions for the brand At the Right Place. At the Right Time. At the Right Price. So company wants to provide to their client to very effective way with right price.
Company approach
At one, they employ creatively as a means to the end and not the end it self. They prefer to disengage there self from the long copy vs. short copy battles. They come up with practical solution leveraging creatively to function beyond mere execution. We offer practical and innovative solutions and our strategies are aimed at making your brands successful in the long run.
Company Growth
With right people and practices in place, growth has become integral to their existence. In span of just four years, they have climbed up the growth ladder. From a modest start with a single client, they have built up an enviable clientele boasting of several industrial giants. Together, they have created a synergy of growth that in one word reads phenomenal.
Company talent
To encourage talent is to create it- high sounding words but they cant be truer. Right from inception they have recruited people with the right attitude and extraordinary talent. Be it designing a press campaign or media buying, they have a team blessed with experience, dynamism and skills. Simply put, a team with a WE CAN attitude.
Company process
Brief
Consumer (TG)study
Market study
Brand study
Competition aswell as brands position In the market place Key communication task
Communication strategy
Creative strategy
Companys client
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1.Cocacola 2.Tirupati 3.Zydus 4.Cipla 5.Intas 6.Tata indicom 6.Kinley 7.Milcent 8.S.A.L. Hospital 9.Airtel 10.Hotel Cambay etc..
GENERAL INTRODUCTIO N
What is advertising?
Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion.
Advertising involves the process where in a massage is designed so as to promote a product, a thought, an idea or even a service. The concept of advertising has assumed a dynamic form with the use of the various mediums of communication. From the newspaper, magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV, laser shows to inflated high-rise figures and objects, advertising has come a 10
long way. The work is formidable as it spearheads a process intended to attract, modify, change and influences public opinion.
Form above picture we can say that amitabh promot the dairy milk. And company want to create one posining in the customers mind in any ocation people clebrate with the dairymilk.
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Above picture say that If you want longer and strong hair so use garnier frutiest.
From the local business to multinational firm and all need to advertise. While politicians, social organizations, government special groups need to advertise their motto, national airlines, auto mobile manufactures, food and consumer goods manufacturers have to reach the consumer. Specialist products and services are often advertised through trade magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have become very popular. There are still other ways of advertising. There are window displays, display on telephone directories, transit sign on buses, lamp posters, banners, etc. Advertising through the electronic media has been perhaps the most popular medium.
Advertising, as an effective medium, uses a variety of techniques to create effective advertisements. A basic appeal is at the heart of advertising. Slogans and product characters are created to catch the attention of the viewers. Most winning advertisements would encompass factual information with emotional appeal. The advertising industry has three major sectors.
Business or organization which wishes to advertise, Media which provides the medium for advertising and Ad-agency which creates the ad to suit the need of the firm.
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Scenario in India
English-language advertising in India is among the most creative in the world. TV advertising (especially in the Hindi language) has made major headway in the past 10 years, especially with the advent of satellite TV. Hindi TV channels - such as ZEE and Sony TV have fashioned themselves on lines of Western channels, and most advertising on such channels is glitzy, smart and tailored for the middle classes. Such channels have forced the state-owned channel, Doordarshan, to add spice to their programs which, earlier, were quite drab. The importance of the Hindi-speaking market (which is also fluent in English) is borne out from the fact that STAR TV, once an all-English channel, is now rich in Hindi programs. Even the British Broadcasting Corporation is reportedly toying with the idea of airing Hindi programs. Most major international advertising firms have chosen local Indian partners for their work in this market. Mumbai (formerly Bombay) remains the centre of the advertising business in India.
India has a diverse and growing number of daily newspapers. Since 1991, the increase of business and financial news reports in Englishlanguage and vernacular dailies has paralleled the economic reform programs and the movements of the stock markets. Most leading 13
publications have their circulation audited by the Audit Bureau of Circulation which has an India-dedicated office in Mumbai (formerly Bombay).
In addition to advertising, other kinds of trade promotion activities are also well-developed in India. A large of exhibitions is held all over India, the most prominent ones at Pragati Maidan in New Delhi. Conferences and seminars are also widespread.
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LIMITATIONS
Short life; poor reproduction quality; small pass along audience. High absolute cost, high clutter, fleeting exposure, less audience selectivity
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Outdoor
Brouchers
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Advertising Agency
Getting the best out of advertising is a highly skilled job. It requires the inputs of experts in many different fields like writers, artists, photographers, designers, production crews and many others. Even the biggest advertisers cannot afford to employ all these experts. Almost all advertising is therefore arranged through an advertising agency which provides the necessary skill to turn the message into a memorable and effective advertisement. Advertising has not only come to reflect pop culture but has also become an important element of economic growth. Today, every person connected with the Indian economy or public should be fully aware what advertising really is and why effective advertising campaigns can be performed by fullservice advertising agencies. Advertising agency is one of the most important components of advertising industry. It has played a significant role in the development of modern advertising. The advertising agency has evolved to provide the specialized knowledge, skills and experience needed to produce effective advertising campaigns. It provides a quality range of service greater than any single advertiser could afford or would need to employ. An advertising agency is a firm that specializes in the creation, design and placement of advertisements, and in the planning and execution of promotional campaigns for products and services of their clients.
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We can define advertising agency as An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services. An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign.
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TO
Tirupati Today, one of Indias fastest growing, widest-consumed, most preferred edible oil brands, and a part of daily life in millions of Indian homes."
TAG LINE: Fit hai to Hit hai Price: 270 Rs. / 5 Ltrs
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PROJECT SUMMERY
This project is done based on perception and awareness among the people for the edible oil brand. Especially we are done this project for the TIRUPATI oil and it is client of one advertisement and communication ltd. And tirupati is product of N.K PROTEINS LTD This projet is done on basis of perception and personal experience to use of oil.
Boundaries of Research:
Geographical ahmedabad city. Time constraint: To do this project we had the time of two months, so it was not possible for us to cover all the aspects regarding the edible oil industry
Limitations:
Learning outcomes:
In this project we have included some important topic which are as below. - Which edible oil is being used by most people? - Awareness of the oil brands when they were given the options and without options - Are they using more than one oil or not if they are using then what were the purposes for that From where do they purchase the oil How much do they purchase per month 22
Which factors attract the consumers when they buy the oil Have them seen the advertisement of any oil brand or not? Have they changed the oil brand recently, if yes then why?
Research problem
To find out the consumers awareness and perception about edible oil. To understand the factor behind consumer preference for such product. 23
Research Objectives
To know the marketing feasibility and advertisement strategy for the edible oil brands To know the customer preference about the edible oil To study consumers perception and opinion for the product. To know which criteria consumers follow before they purchase oil Awareness about the different edible oil brands Qualitative and Quantitative analysis of the purchasing behavior of the people To categorize the place of their regular purchase
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The research objectives should be carefully set based on right problem definition. The marketer faces a problem. A proper problem definition facilitates setting up research objectives in a more lucid manner. The research objective gives answers to queries like, What is the purpose of this study?, Would attainment of research objective help solve the marketing decision dilemma the researcher faces? etc. If yes, research objectives can be said it have been developed. A well developed research objective is an essential prerequisite for market research success in solving marketers problems.
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RESEARCH METODOLOGY:
DEFINING THE PROBLEM AND RESEARCH OBJECTIVES DEVELOPING THE RESEARCH PLAN COLLECTING THE INFORMATION ALALYSING THE INFORMATION PRESENTING THE FINDING
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RESEARCH DESIGN:
The research design is a component of the research plan where various types of research carried is planned. Based on cost benefit and risk involved, the type of research design is chosen which would give solutions to the marketing problem at hand. The design of research study is based on the purposed of the study; if descriptive information is needed, then a quantitative study is likely to be undertaken; if the purpose is to get new ideas, then a qualitative study may in order. I have opted for quantitative research design.
QUANTITATIVE RESEARCH DESIGN:This design includes the method for collecting the data, the sample design and the construction of data collection instrument.
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DATA COLLECTION METHOD:For the collection of the data regarding to edible oil we went at the retailers shop and dealers shop, different malls etc. and there, we are asking relative questions and we are gathering information like how many brands oil they have. Any brand gives some gift to customer with that oil pack. Like tirupati gives one tooth brush with the oil can. Suffola give 1liter oil free with 5liter purchase. Also asked question company provides any posters to retailers to promote brand or increase awareness among the peoples. Which brands oil sold most at them shop. Which oil people prefer most? Why?
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There are three basic ways to collect primary data in quantitative research; by observing behavior, by experimentation or by survey. I questionnaire. My type. data collection instrument i.e. questionnaire was have selected the survey method by preparing a
interesting and very objective and easy to complete. It was close ended
SOURCE OF DATA
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The research plan calls for gathering secondary data, primary data, or both. Secondary data consists of information that already exists somewhere, having been collected for another purpose. Otherwise the researcher has to gather primary data, which consists of original information for the specific purpose at hand.
PRIMARY DATA The primary data used for my study are questionnaires containing questions regarding the consumers perception about the brands of edible oil.
Secondary Data
Types of Edible oil
Cotton seed Brands Associated: Tirupati, Gulab, Ankur, Fortune Ground nut Brands Associated: Gulab, Ankur Soya been Brands Associated: Hindustan Lever, Fortune Sun flower Brands Associated: Fortune, Sundrop, Jaimini Competitors Analysis
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Price:
SAMPLING PROCEDURE:
An integral component of the research design is the sampling plan. Specifically, it addresses three questions; Whom to Survey? [The sampling unit] How many to Survey? [The sample size] How to select them? [The sampling procedure]
1. THE SAMPLING UNIT: The population for the present study is defined as All the Buyers from various areas like vasna, university, S.G. highway. ELEMENT 34
Buyers, consumers TIME At present 2. SAMPLE SIZE The sample size of my research is 150 people which consist of Serving People, Housewives etc. 3. SAMPLING PROCEDURE I have selected the non-probability sampling method for my survey. Under it I have gone for convenience sampling. Here I have selected the most accessible population members from which to obtain information.
The research is limited to Ahmedabad City. The time allotted for preparing the report is 30 days.
The objective is to know the purchasing behavior & different criterion consider at the time purchasing the edible oil Finding areas where Tirupati oil brand lagging and
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This study is concerned with the buying behavior of the consumers of edible oil. So first of all we have to define consumer and their buying behavior. Consumer is a person who consumes products for the satisfaction of his need for which he has paid a price in exchange of the product. The consumer behavior is the study of how individuals make decisions to spend their available resources [Time, Money, and Effort] on consumption related items.
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Consumer behavior research goes far beyond all this facets and encompasses all of the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. As students of human-behavior we are concerned with understanding consumer behavior; with gaining insights into why individuals act in certain consumption related ways and with learning what internal/external influences impel them to act as they do. The field if consumer behavior is rooted in the marketing concept.
Consumer research is the methodology used to study consumer behavior. There are two major theoretical perspectives concerning the study of consumer behavior. Positivists tend to be objective and imperial, to seek causes for behavior and to conduct research studies that can be generalized into larger population. They seek to find common patterns of operative values, meanings, and behavior across consumption situations.
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QUESTIONNAIRE ANALYSIS
QUESTIONNAIRE
1) Which type of edible oil do you use? Why? Brand: _____________________________________________ Reason: ____________________________________________ 2) Which of the oil brand(s) are you aware of? Tirupati Sun drop Ankur Saffola Vimal Gulab Gemini Kanak Fortune Appu
3) If you are using more then one oil then please specify the purpose for using different oil Yes No Reason: ____________________________________________ 4) From where do you purchase the oil? ___________________________________________________
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5) How much do you purchase per month? 1 liter 2 liter 5 liter 15 liter other________
6) Which factor attracts you most when you buy the oil?
Price Health Schemes/Offer Taste Quality Purity Packaging Availability
7) Are you aware of any schemes/offer on oil brand? Yes No Which: _____________________________________________ 8) Have you seen advertisement of any edible oil brand? Yes No
Which: __________________________ Where: _________________ Can you recall the message: _____________________________________
Reason: ______________________________________
ANALYSIS
1) WHICH OIL DO THE PEOPLE USE REGULARLY? Objective of the question: By questioning we able to know the percentage of different brand of edible oil the people purchase regularly. CHART ANALYSIS
0 2
14 1 0 30
4 1 0 10
1 3 1 10
1 0 0 2
1 3 3 14
0 2 1 6
Saffola 4 1 1 3 2 1 12
Gulab 2 3 0 3 2 0 10
Kanak 0 1 0 1 0 0 2
Appu 0 0 1 1 0 0 2
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Description of the chart: As you seen in the chart analysis the brand tirupati the people are purchasing more or equal in any age group/income.
2) Which brand of edible oil are you aware of? Objective of the question: By this question only we know that how many number of respondents are aware about the different brands. CHART ANALYSIS
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Brands Tirupati Ankur Vimal Gemini Fortune Sundrop Saffola Gulab Kanak Appu Total
21 13 12 3 13 5 19 11 2 1 100
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Description of the chart: So from the chart analysis we able to conclude that the people are more aware about the brand tirupati oil which is 21% out of total.
(3) IF YOU ARE USING MORE THEN ONE OIL THEN PLEASE SPECIFY THE PURPOSE FOR USING DIFFERENT OIL.
Objective of the question: By this question only we able to know that is there any switching behavior for using the edible oil? If yes then what? CHART ANALYSIS
Answer Yes 12 43
Percent 24
No
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Reasons For different Taste For different Food For Eating Khichu For Making Pickel Total
Percent 8 50 17 25 100
Description of the chart: So as mentioned in the table the most of the people do not use the different oil & those who use it , they use it for different food.
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(4) FROM WHERE DO YOU PURCHASE THE OIL? Objective of the question The answer of this question informed us that how many numbers of the respondent/consumers are purchase the edible oil from mall or retailer etc... CHART ANALYSIS Place No of People Percent Who seller 2 Retailer(Shop) 25 Mall 21 45
4 50 42
Supermarket Total
2 50
4 100
Description of the chart: Out of the total respondents most of them are purchase either from mall or retailer.
5) HOW MUCH DO YOU PURCHASE PER MONTH? Objective of the question The purpose of this question is to know the consumption per month. CHART ANALYSIS Option 2 liter 5 liter 15 liter Answer 4 30 6 46 Percent 8 32 12
others Total
10 50
20 100
If others (other specify in the questionnaire) Others 7 liter 8 liter 10 liter Total Percent 50 20 30 100
Description of the chart: As mentioned in the table & in the graph people are consuming 5 to 7 liters the most. 47
6) WHICH FACTOR ATTRACTS YOU THE MOST WHEN YOU BUY THE OIL? Objective of the question To find out the most attractive parameters the consumers prefer at the time of purchasing. CHART ANALYSIS No of People 33 48
Factors Price
Percent 18
41 27 35 22 9 4 12 183
22 15 20 12 5 2 6 100
Percent
6 52 12 22 20 15 18 Price Health Taste Quality Purity Scheme/offers Packaging Av ailability
Description of the chart: As per the answer of the respondents we say consumers look at most of the factors/parameters needed for the purchasing of the edible oil.
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7) ARE YOU AWARE OF ANY SCHEMES/OFFER OF OIL BRAND? Objective of the question To check out the awareness of people regarding the various schemes the brands offer. CHART ANALYSIS 50
Answer Yes No
5 45
. Description of the chart: As per the opinion of the respondents 90% are not aware about the schemes, only 10% who are aware that for suffola only.
Objective of the question To find out are the people aware of adv. release on television or news paper etc CHART ANALYSIS 51
Percent 30 20 50 60 40 100
TV 5 2 0 6 0 0
NEWS PAPER 1 0 0 1 0 0
HOARDINGS CINEMA 0 0 0 0 11 0 1 0 0 2 3 0
Chart Title
12 10 8 6 4 2 0
Sa ff S u ola nd ro Ti p ru p Fo ati rtu ne An ku r Vi m al
Medium
Brand
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Description of the chart: As mentioned in the chart the people who are aware, most of them through hoarding & that of Tirupati brand.
(9) HAVE YOU CHANGED EDIBLE OIL BRAND RECENTLY? WHY? Objective of the question To identify are people switch their brand & if yes then why? CHART ANALYSIS ANSWER PERSON 53 PERCENT
YES NO TOTAL
6 44 50
12 88 100
Person
50 0 Yes No Person
Percent 50 34 16 100
Percent
Health 16% 50% 34% Price Taste
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Description of the chart: As mentioned in the chart most of the people do not have changed & those who have changed due to mainly health & somewhat price.
FINDINGS:
1) After doing the analysis I come to know that most of the people are aware about the brand Tirupati oil 2) Most of the people considered all parameters needed for purchasing the edible oil
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3) 4)
Very few people are aware about the schemes or they hardly recall the T.V. adv. And most of the people not switching their brand of edible oil
CONCLUSION
In todays world which is fast moving & dynamic, peoples wants, need and desires are changing; its 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 56
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 one -- sure-fire -- best 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 remember, advertising is an investment in the future of your business.
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BIBLIOGRAPHY
BOOK:
Marketing management - by Philip Kotler
Web Sites:
www.oneadv.com www.afaqs.com
Visits:
Retailer shops Malls
Thanking You,
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