final project on advertisement

8/8/2019 Final Project on Advertisement

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ACKNOWLEDGEMENT

At the very outset I would like to express my sincere gratitude to BEI CONFLUENCE LIMITED

for providing me with an opportunity to work with them and to undertake this project on

UNDERSTANDING CONSUMER BEHAVIOUR IN CONSUMER DURABLE AND MOBILE

SEGMENT I Feel proud of getting such opportunity to get myself associated with an esteemed

organization like BEI CONFLUENCE LIMITED.

This project comes out to be a great source of learning and experience. A lot of efforts have been

put by various people to make this project a success. This has greatly enhanced my knowledge

about the vast field of advertisement that an individual prefers in todays scenario.

I gratefully acknowledge my indebtedness to Mrs. Mukti Saxena(Group account manager) for

allowing me to undergo a training session in his branch and gather an in depth knowledge about

the vast field of Advertisement field. He was supportive throughout the proceedings of this

project and inspired me all the way.

I am grateful to Dr.(Pro) D.N. Kakkar, Head, MBA, Institute of Engineering and technology

Lucknow , for providing me the platform and granting me the permission to undergo the summer

training in the BEI CONFLUENCE LIMITED

I wish to express my deep sincere of gratitude and indebtedness to Mr. Mohinish Kumar , my

faculty mentor for providing me all facilities and constructive criticism, encouragement and

parental guidance during my project work. I also wish to thanks him for providing me his

precious time anytime I wanted.


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I am extremely thankful to my team members who contributed their effort and continouis

encouragement in making this project successful.

Last but not the least; I am extremely thankful to my family members and my friends for their

constant support and valuable guidance.

I hope I can build upon the knowledge and experience that I have gained here and make a

valuable contribution towards this industry in the coming future.

Ankur SaxenaMBA(2009-2011)

Roll No. 0905270002IET, Lucknow


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STUDENT DECLARATION

I ANKUR SAXENA student of MBA at Institute of Engineering and Technology of hereby

declare that the Project work entitled UNDERSTANDING CONSUMER BEHAVIOUR IN

CONSUMER DURABLE AND MOBILE SEGMENT " is compiled and submitted under the

guidance of Dr.(Pro) D.N. Kakkar, Head, MBA. , Institute of Engineering and technology

Lucknow and Mrs Mukti Saxena (Company guide), is my original work.

Whatever information furnished in this project report is true to the best of my knowledge.

SUBMITTED BY:

Ankur SaxenaMBA(2009-2011)

Roll No. 0905270002IET, Lucknow


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CERTIFICATE


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TABLE OF CONTENT

1. ACKNOWLEDGEMENT2 . CERTIFICATE3 . EXECUTIVE SUMMARY4 . INTRODUCTION TO INDUSTRY5 . COMPANY PROFILE6 . RESEARCH METHODOLOGY

7. DATA ANALYSIS

8. FINDINGS

9. CONCLUSION

10. RECOMMENDATIONS11. BIBLIOGRAPHY

12 . ANNXURE


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EXECUTIVE SUMMARY

This project is a part of the academic curriculum required for the fulfillment of the two years full

time program, pursuing Post Graduate Program in Institute of Engineering and Technology,

Lucknow

The project called Summer Training Project was undertaken at BEI CONFLUENCE. This

project aimed at understanding of consumer behavior in consumer durable and mobile segment.

The study was carried out interacting closely with the service team. It also involved face to face

interaction with different customers and corporate individuals.

The project has thrown a significant light on the consumer liking of different consumer durable

like washing machine, multimedia speakers etc. and mobile segment of different brands.

Academically, the project provides a unique opportunity to have an exposure to real life business

environment and to have an insight into the management intricacies, thus helping learning to be

more purposeful and meaningful.

This project gives a comprehensive idea about the consumer behaviour towards different

consumer durables and mobile segment by which the companies can understand and formulate

the advertisement polices for their product.

The main motive of the advertisement agency is to understand the consumer behaviour according

to which they can promote the product in the market. The BEI Confluence is the ad agency of


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different company like intex, salora, NTPC, etc. The same going to promote and advertise the

washing machine, multimedia speakers and mobiles product of Weston company.

To understand the consumer behavior varoius techniques are adopted such as-

Internet survey - In the internet survey I searched the different advertisement policies of

the various competitors for the product like washing machine I understand the basic

techniques of advertisement of competitors like Samsung, haier, LG, whirlpool. etc.

Videocon promotes by focuses on the environment friendly product, Samsung focuses on

technology, Haier focuses on the stong, durable product, etc I collected the Brochure of

different washing machine from market and concluded that they used to give informationof their product how they interact with the customer, how they fulfill the requirement.

Similarly for the multimedia speakers of competitors like intex, I ball, creative, Philips,

etc and for the mobile segment I researched the new Indian mobile brands like lava ,

micromaxx, karbaonn, lemon, spice, Videocon, etc. To promote their product different

mobile brands adopted BTL advertisement like micromaxx promote in India by

sponsoring the different cricket tournament like Asia cup, triangular series between India,

New Zealand and Srilanka, Intex promote their product by organizing the singing event

in the different mall like shipra maal in Ghaziabad, formation of intex square in different

mall like Great India palace in Noida, Spice using sonam kapoor who promotes it in the

different cities..

Questionnaire method - I chalked out a detailed questionnaire covering in length all

questions that would serve the purpose in the most efficient and productive way. The

preparation and the formulation of the questionnaire was on the basis of many


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considerations viz., the respondent age, standard of living, area of living, etc. A copy of

the said questionnaire is included elsewhere in this project as an Annexure.

The benefit of the techniques help me to understand the consumer likes and dislikes towards the

Weston product and help me to know the target segment for the product. As the advertisement is

the means of communication between the people and product. It is the most important tool in the

marketing of products and services. Companies all over the world universally accepted this fact.

The expenses on advertising are considered to be a profitable investment that reaps profits both

in the long and short run. Businesses that keep on advertising regardless of rise or fall in the

economic times get a competitive advantage over those that cut their ad budgets.

There are many Benefits of Advertising which include:

1.Information to the customer.

Advertisement about new products keeps the customer informed about the new developments in

the industry. They help to provide them information regarding the newly launched products.

2.Takes care of customers.

Advertising takes care of customers. It helps in holding on to the loyal customer, decreasing the

number of lost customers and enlisting new customers. Thus the overall effect of advertising is

increase in the number of customers that will gradually become loyal to the product.

3.Improves the sale of product.

Advertising facilitates a noticeable increase in the sale of the product. It thus helps reduces per

unit cost of the product and help the businesses to earn profits.


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4.Alters the attitudes of people.

An effectual advertisement results in a swift change in the attitudes and habits of the people.

5.Direct communication.

In earlier days customers believed on the opinions of retailers, when making the purchases of

products. With the rapid spread of media and advertising to every nook and corner of the world,

people have become aware of the various products that are available in the same category and the

freebees and benefits of purchasing them. So the companies or manufacturers are able to

communicate their message directly to the customers.

6.Increase employment.

Advertising is a complicated task and a lo\t of people are involved in the making of an

advertisement. Research team, design team and many other people are required to make and

deliver it. So, advertisements generate employment for a lot of people.

7.Economic progress.

Advertising increases sales, employment and profits. The overall effect of all this is economic

progress for the nation, or more broadly for the world as a whole.

8.Religious and moral benefits.

Social and religious institutions use advertising for communicating their messages like messages

of patriotism, faith, compassion tolerance, and charity toward needy, messages related to health

and education. These educate people and guide better behavior.


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OBJECTIVE OF TRAINING

The primary objective to understand the consumer behavior towards brand Weston product

and finding new opportunities for launching the different product of Weston. By this way we can

easily understand the Customer grievances and distributor handling.

The secondary objective of the research is the understand the main competitors of the Westons

products. So it will help in the promotion of the different Weston products as well as to enhance

the sales of Weston product. It will help in the create the brand value of Weston products.

.


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COMPANY PROFILE

Its a jungle out there. You neednt be the largest or roar the loudest to win the race. History is

proof, out here, only the fittest and the smartest survive. This was the belief with which Tapas

Gupta launched Confluence Communication on 2 nd February 1999. To pursue his dream, he

gave up his plush job as CEO & President of a McCann Erickson Group company and a 25 year

long illustrious career with McCann Erickson Group in India and overseas.

Self belief, a few prestigious clients and a select group of trusted professionals in Creative,

Account Management, Media, Finance and Print Production left their jobs with McCann

Erickson companies, to join Tapas. Today, they are leading the tribe.

In 2 004 , the agency entered into a strategic alliance with BE International. Confluence was re-

born as BEI Confluence. Besides Delhi, Mumbai, Kolkata and Bangalore, this move helped BEI

Confluence spread its territories to over 4 0 cities in five continents with access to over 1 25

markets across the globe.

After 10 years, BEI Confluence has emerged an Rs 11 5 crore, full service agency driven by

strategic insights and human behavioral truths, offering a full palette of services.

The versatility of the agency reflects in its strategy, creative and media, direct marketing, events

and promotions and entertainment management services.

BEI Confluence breed is a pack of 100 hungry professionals. On this site, you will find not just

their names and titles but what they do, how they think, their work and how they have

contributed in making the agency a livewire place.


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We have earned our spots. And we are proud of them Our clients are likeminded people who

have supported us in making their brands a part of peoples everyday lives.

This site has been reloaded with news, views and work aggregated from the latest, and the very

best. We hope you enjoy going through our site as much as we enjoyed refreshing it.

10 YEARS YOUNG THE CONSTRUCT

TERRITORIES //BRANCHES

Over the years BEI Confluence has developed a pan India network with offices in New Delhi

(HQ), Mumbai, Kolkata and Bengaluru. Besides this the BEI network is spread over 4 0 cities in

five continents with access to over 1 25 markets across the globe.

BEI Confluence Communication Limited

DELHIGitwako House 42 , Birbal Road,Jangpura Extension

New Delhi 110 01 4 .Phone : 011- 243 19325/26 , 243232 08 /09Fax : 011- 24325 82 7Srimanta MitraVice President09810898 6 [email protected]

MUMBAI2 03 , Rama Gulab, Parleshwar Road,

Near Parle International Hotel,Ville Parle (East), MUMBAI 4 00 0 5 7.Phone : 0 22 -26 134262 , 26 12 0763 Sandeep SawantGeneral Manager 0989 2 7002 [email protected]


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KOLKATA

P-88, Lake Road, KOLKATA 700 02

9Phone : 0 33 -2463 -4 772/ 0323 , 2465 -454 0Fax : 0 33 -2463 -4 772

BANGALORE17, New KHBCS Layout, 5 th Cross,Link Road Kathriguppe BSK 3 rd Stage,Banashankari, Bangalore, KARNATAKA 56 0 08 5 Phone : 91-80- 266 96 198R.L. Ram KrishnanGeneral Manager

0984564

0812

[email protected]

VERSATILITY //SERVICES

It believe the vehicle should be put to its best use to make the journey as well as the destination

most memorable. BEI Confluence is an advertising and marketing communications agency

offering multidisciplinary services . With ideas that go beyond a 3 0 second commercial or a

print ad. The agency has a family of companies that offer clients a bang for the buck, each time.

ADVERTISING & COMMUNICATIONSDIRECT MARKETING

Here, Letter Writing takes a new dimension. BEI Confluence Direct Marketing wing is a

response-driven marketing action plan that creates powerful conversations resulting in sales.

EVENTS AND PROMOTIONS


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BEI Confluence has a fully operating division which offers strategic event

marketing ideas, planning and management. The division is adept and well-experienced in

organizing corporate events, brand launches, on-ground promo activities and CSR

initiatives.Events with ideas which help in broadening brand essence.

BREED //PEOPLE

BEI Confluence breed is a pack of 100 hungry professionals. On this site, you will find not just

the names and titles of key people, but also what they do, how they think, their work and how

they have contributed in making the agency a livewire place.

Tapas Gupta

Managing Director

Devraj Basu

Chief Operating Officer

Chabi Roy Gupta

Vice President Media

Anwar Abbas

Senior Vice President Creative

Avanish Gautam

Creative Director

Mukti Saxena

Group Account Manager

Abhishek Gupta

Group Account ManagerCompany


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SPOTS //CLIENTS & WORK


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INTRODUCTION TO INDUSTRY

What is advertising?

Advertising is a non-personal form of promotion that is delivered through selected media outlets

that, under most circumstances, require the marketer to pay for message placement. Advertising

has long been viewed as a method of mass promotion in that a single message can reach a large

number of people. But, this mass promotion approach presents problems since many exposed to

an advertising message may not be within the marketers target market, and thus, may be an

inefficient use of promotional funds. However, this is changing as new advertising technologies

and the emergence of new media outlets offer more options for targeted advertising.

Advertising also has a history of being considered a one-way form of marketing communication

where the message receiver (i.e., target market) is not in position to immediately respond to the

message (e.g., seek more information). This too is changing. For example, in the next few years

technologies will be readily available to enable a television viewer to click a button to request

more details on a product seen on their favorite TV program. In fact, it is expected that over the

next 10- 2 0 years advertising will move away from a one-way communication model and become

one that is highly interactive.

Another characteristic that may change as advertising evolves is the view that advertising does

not stimulate immediate demand for the product advertised. That is, customers cannot quickly

purchase a product they see advertised. But as more media outlets allow customers to interact


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with the messages being delivered the ability of advertising to quickly stimulate demand will

improve.

Importance of Advertising

Spending on advertising is huge. One often quoted statistic by market research firm Zenith

Optimedia estimates that worldwide spending on advertising exceeds (US) $ 4 00 billion. This

level of spending supports thousands of companies and millions of jobs. In fact, in many

countries most media outlets, such as television, radio and newspapers, would not be in business

without revenue generated through the sale of advertising.

While worldwide advertising is an important contributor to economic growth, individual

marketing organizations differ on the role advertising plays. For some organizations little

advertising may be done, instead promotional money is spent on other promotion options such a

personal selling through a sales team. For some smaller companies advertising may consist of

occasional advertisement and on a very small scale, such as placing small ads in the classified

section of a local newspaper.

But most organizations, large and small, that rely on marketing to create customer interest are

engaged in consistent use of advertising to help meet marketing objectives. This includes

regularly developing advertising campaigns, which involve a series of decisions for planning,

creating, delivering and evaluating an advertising effort.


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Types of advertising:

Print Advertising Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium. Advertising products via

newspapers or magazines is a common practice. In addition to this, the print media also offers

options like promotional brochures and fliers for advertising purposes. Often the newspapers and

the magazines sell the advertising space according to the area occupied by the advertisement, the

position of the advertisement (front page /middle page), as well as the readership of the

publications. For instance an advertisement in a relatively new and less popular newspaper

would cost far less than placing an advertisement in a popular newspaper with a high readership.

The price of print ads also depend on the supplement in which they appear, for example an

advertisement in the glossy supplement costs way higher than that in the newspaper supplement

which uses a mediocre quality paper.

Outdoor Advertising Billboards, Kiosks, Tradeshows and Events

Outdoor advertising is also a very popular form of advertising, which makes use of several tools

and techniques to attract the customers outdoors. The most common examples of outdoor

advertising are billboards, kiosks, and also several events and tradeshows organized by the

company. The billboard advertising is very popular however has to be really terse and catchy in

order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the


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company products but also make for an effective advertising tool to promote the companys

products. Organizing several events or sponsoring them makes for an excellent advertising

opportunity. The company can organize trade fairs, or even exhibitions for advertising their

products. If not this, the company can organize several events that are closely associated with

their field. For instance a company that manufactures sports utilities can sponsor a sports

tournament to advertise its products.

Broadcast advertising Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes of several branches

like television, radio or the Internet. Television advertisements have been very popular ever since

they have been introduced. The cost of television advertising often depends on the duration of

the advertisement, the time of broadcast (prime time / peak time), and of course the popularity of

the television channel on which the advertisement is going to be broadcasted. The radio might

have lost its charm owing to the new age media however the radio remains to be the choice of

small-scale advertisers. The radio jingles have been very popular advertising media and have a

large impact on the audience, which is evident in the fact that many people still remember and

enjoy the popular radio jingles.

Covert Advertising Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is


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incorporated in some entertainment and media channels like movies, television shows or even

sports. There is no commercial in the entertainment but the brand or the product is subtly( or

sometimes evidently) showcased in the entertainment show. Some of the famous examples for

this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom

Cruises phone in the movie Minority Report , or the use of Cadillac cars in the movie Matrix

Reloaded .

Surrogate Advertising Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is

banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath

are prohibited by law in several countries and hence these companies have to come up with

several other products that might have the same brand name and indirectly remind people of the

cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher

beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective

communication medium to convey socially relevant messaged about important matters and social

welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy,

poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and


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marketing concepts had reportedly encouraged the use of advertising field for a social cause.

Oglivy once said, "A dvertising justifies its existence when used in the public interest - it is much

too powerful a tool to use solely for commercial purposes. " . Today public service advertising has

been increasingly used in a non-commercial fashion in several countries across the world in

order to promote various social causes. In USA, the radio and television stations are granted on

the basis of a fixed amount of Public service advertisements aired by the channel.

Celebrity Advertising

Although the audience is getting smarter and smarter and the modern day consumer getting

immune to the exaggerated claims made in a majority of advertisements, there exist a section of

advertisers that still bank upon celebrities and their popularity for advertising their products.

Using celebrities for advertising involves signing up celebrities for advertising campaigns, which

consist of all sorts of advertising including, television ads or even print advertisements.

How Advertising Agencies Operate?

1. Introduction

The first advertising agencies had no copywriters. They had no art directors, and no account

executives either. In fact, a career in advertising during the late 1800s required virtually no

experience with advertisements and no particular insight into the product being sold.

The first advertising agencies were simply brokers of media space, buying pages in newspapers

and periodicals and selling them to advertisers. Agencies were rarely staffed by more than a


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couple of people and their motivation was not to help companies attract customers or sell more

goods, but to maximize profit on their own transactions.

Over the years, the business environment facing agency clients has become incredibly complex.

Simple products have become multifaceted brands. Manufacturing companies have given way to

marketing-driven corporations. And communications have become increasingly vital to their

existence.

Simultaneously, the outlets for communications have also grown more complex. Consumers

have access to hundreds of channels on broadcast TV, cable, and satellite. There are thousands of

newspapers and magazines for people to read and millions of web sites to access. Advertising iseverywhere and companies more than ever need help identifying the right opportunities.

As a result, advertising agencies have grown incredibly. Today, the largest agencies employ

thousands of professionals across the globe and manage billions of dollars in business every

year. And advertising agencies offer more diverse services than ever, serving as strategic

partners with their clients and helping them increase the value of their business.

Essentially an agencys task is to evaluate a clients product or service and then develop an

effective advertising strategy to assist their clients to maximize their marketing efforts.

To do this an agency will go through a process along the lines of the following:

What are we selling?

An analysis of the product or service in relation to competition. This includes not only tangibles,

such as price, size, etc, but also intangibles such as the attitudes and feelings engendered in the

consumer from exposure to the product /service.


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To whom are we selling it?

Development of a consumer profile age, sex, socio-economic group, geographical location, etc.

Why are we selling it?

What particular need or want does the product address.

Where are we selling it?

What media will be most appropriate TV, newspapers, magazines, radio, etc.

When are we selling it?

Are there certain times of the day, days of the week, months of the year when it is more effective

to advertise.2. Agency Structure

While advertising agencies are fairly adept at tailoring their structure to the needs of specific

clients, a full-service advertising agency involves four main departments.

Account Service

Creative Services

Media Planning and Buying

Account Planning and Research

Account Service

The Account Service team works closely with the client to map out their communications needs

and define the role the agency can play in helping meet their business objectives. They engage

agency resources as appropriate and ensure all the work done for the client is suitable for their

business and that projects run smoothly.


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On a day-to-day basis, this means creating agency teams to work on specific projects,

communicating the agency opinion in formal points of view, presenting work, and setting

timelines and budgets. Account Service is ultimately responsible for ensuring that all agency

work is effective and projects are completed on time within budget.

There are a number of levels within Account Service. Depending upon the size and requirements

of the agency, common positions (starting from the more senior) are as follows: Director of

Client Services (overall responsibility for the Account Service team), Group Account Director

(responsible for a group of accounts, each account headed by an Account Director), Account

Director (may be responsible for more than one account), Account Manager and AccountExecutive.

Not all titles are required for every account and each is staffed according to its unique needs.

Creative Services

If an advertising agencys products are the advertisements it creates, then its the creative

services group that is responsible for making these products. Advertising can take many forms

(TV commercials, radio spots, print ads, and outdoor billboards to name a few), but collectively

they are referred to as the creative or the work.

Development of the creative is ly done in teams of two. A Copywriter (words) and an Art

Director (visuals) work together to create rough versions of the ads including: TV storyboards,

print layouts, and radio scripts. Creative teams can work successfully together for years -- often

hired, fired and promoted together.

Overseeing these teams is the agency Creative Director, who approves all the work before it is

shared with the client. Even though the creative director rarely writes ads himself, he has a


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tremendous influence on all the work an agency develops. The Creative Director helps guide

each team, ensuring that the work is unique and appealing while strategically on target. In many

ways the Creative Director can be likened to the coach of a sports team.

Once an idea for a radio or TV commercial is ready to be brought to life, a Producer joins the

team. The Producer coordinates with the outside resources necessary to produce finished ads in

the case of a TV commercial this can include a large group: a commercial director and his

production company, actors and voiceover artists, film editors, musicians. The producer

estimates the cost to produce the ads, oversees the writing of contracts, and coordinates the

production from start to finish.The Print Production Manager performs a similar function for print ads, estimating costs,

briefing suppliers and coordinating these jobs from start to finish.

An agency may employ a Traffic Manager who is responsible for monitoring the progress of jobs

through the agency and then ensuring dispatch of finished materials to TV stations, newspapers,

etc. In other cases, the Account Executive has this responsibility.

Media Planning and Buying

The largest portion of a marketers budget goes towards buying media. This places a huge

responsibility on the media planning and buying department.

Media Planners determine how to best expose the creative message to the desired target. They

determine what combination of TV, radio, magazines, etc., would reach as many target

consumers as possible at the lowest cost. The result of their research and analysis is the Media

Plan.


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The Media Plan is formatted similar to a calendar, and lays out when and where the

advertisements will appear. Plan effectiveness can be measured in many ways.

Following are a few of the most important measures:

Reach: what percentage of the target audience will be exposed to the ad

Frequency: how many times the average consumer in the target audience will be exposed to the

ad

Effective Reach: also referred to as 3+ reach, quantifies the percentage of the target audience

that will be exposed to the ad more than three times

Media Buyers take the media plan recommended by the planners and negotiate its purchase asinexpensively as possible. The media buyers front-line experience often provides invaluable

expertise on when and how to make these commitments. As a clients media budget can be quite

large, even small tactical changes can result in big savings.

Research and Account Planning

Advertising agencies have been actively doing research since the 19 2 0s. Historically, this

research has been focused on helping agencies and their client answer specific business

questions. For example, a perfume manufacturer might want to know:

Do consumers like this new fragrance?

Which package is more appealing?

Is the main message of this commercial coming through?

What is the market share of this competitor?

While useful for specific issues, traditional research was not an integral part of the creative

development process. All that changed with the emergence of Account Planning.


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Started in England during the 19 6 0s, account planning takes a more insightful look into

consumer attitudes, including those about the brands they use. In-depth discussions among small

groups of consumers tell agencies a lot more about what consumers think and feel than a

nationwide survey.

Account Planners use this information in a unique way. Rather than simply report facts, planners

weave facts together into compelling stories. These stories can form the basis of a brand

positioning, a unique product benefit or perhaps even a commercial storyline.

Many agencies have created unique planning processes. For example, J Walter Thompson relies

on TTB (Thompson Total Branding), McCann has the Brand Footprint, and Bates offers theBrand Wheel.

While these processes each have a somewhat different approach, they are all intended to achieve

a similar goal: create an identity for the clients brand which is distinct from the competition and

compelling to the target consumer.

3. How Agencies Work

The workflow in an agency is not as linear as one may initially expect. Projects ly do not start in

one department, then get handed off to the next, and so forth.

The process is much more collaborative with multiple agency departments involved at key points

along the way. This may seem a bit chaotic at times, but the process encourages input from

diverse points of view, stimulates healthy debate and allows strong ideas to emerge regardless of

the source. Ideally, the process leads to the best possible creative.

While no two advertising projects run exactly the same, what follows is a rough chronology of

how most advertising is generally created.


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Creative Development: the creative team develops rough versions of ads. After input by the

creative director, the account manager and strategic planner are consulted for further fine-tuning.

Creative work is then presented to the client and, when approved, is often tested among

consumers. The advertising will be judged a success if it grabs consumer attention and motivates

him to try the product changes may be made if necessary at this point.

Once finalized, TV spots are shot, radio spots recorded, and the print ads produced.

Campaign Debut: The Traffic Manager sends the advertising where it is needed and ensures it

debuts in accordance with the media plan. This can get quite complicated, as each type of ad

must be finished at varying times prior to debut - magazine ads will need to arrive as much as amonth prior to publication, while TV and Radio spots may be needed by stations just a few days

before air.

Tracking of an advertising campaign is essential, allowing client and agency to gauge the impact

of their efforts and signal changes that might need to be made. Tracking can be done in a variety

of ways, depending on the clients business goals. Product sales are evaluated. Changes in

consumer opinion may be measured. Media purchases will checked to ensure they ran as

purchased.

4. Types of Agencies

Changing business needs have spawned the creation of many different types of agencies, each

well suited to the needs of a particular type of client.

Full-Service Agencies can effectively manage advertising for most companies, and full-service

shops represent the majority of ad dollars spent worldwide. Agencies come in various sizes with

various strengths and it is important for a client to work with one that is appropriate for his / her


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needs. The largest agencies are global in scale, catering to multinational corporations and large

domestic companies with heavier advertising needs. These agencies ly offer comprehensive

service, proven development tools and research techniques, and employees often have

experience on household name brands. They maintain numerous offices around the globe and

can effectively target people in almost any country. Global agencies also can offer assistance

with other communications needs such as PR or Direct Response via sister companies who

specialize in these fields.

Regional agencies are a good fit for clients who do not have the need for a global agency.

Regionals ly have expertise within specific states or regions and the agency principals (the people with their names on the door) may be actively involved in the clients business a rarity

with global agencies. Because of their smaller scale, regionals can also be less expensive than

their global counterparts.

Boutiques are smaller advertising organizations that focus almost exclusively on the creative

product. These agencies offer the services of a creative development department, but do not ly

provide media or strategic planning services. Clients who work with boutiques often need to

retain a separate agency for these services or do it themselves. Media Agencies specialize in the

planning and buying of all types of media. Increasingly, these agencies are formed from the

combination of media departments of multiple full-service agencies. By joining their purchasing

power, media agencies are often able to command lower rates from TV networks and magazine

publishers and pass the savings on to their clients.

Industry Specialty Agencies concentrate on particular industries with unique set of advertising-

related issues. For example, pharmaceutical advertising is subject to strict advertising guidelines


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imposed by the government and manufacturers may seek out a health care specialty agency.

Specialty agencies exist for a number of categories, including computers and technology,

employee recruitment, and retail.

Agency Holding Companies

Last year, nearly 4 0% of all global advertising was managed by just three companies. These

companies achieved such stature after decades of buying numerous agencies throughout world.

They also snapped up hundreds of companies specializing in public relations, direct marketing,

or promotions.

The resulting vast entities are known as Holding Companies. The names of the worlds largestholding companies (WPP Omnicom, Interpublic) may be unfamiliar to many outside the

industry. Thats because the agencies they own ly continue to operate under their original names

BBDO, McCann, J Walter Thompson, etc.

Consolidation allows agencies to provide greater reach and a broader array of services for their

clients. And it also allows agencies to operate more cost-efficiently and be more profitable.

5. Agency Compensation

Historically, agencies were paid a commission based on a percentage of the cost of media they

bought for clients. This system is a holdover from the earliest days of advertising, when agencies

were simply in the business of buying and selling media space and did not perform other

services.

However the commission arrangement has its shortcomings. It is based on the spending level of

clients, not on the amount of work an agency performs. When an agency is doing development

work on a product that will not be heavily advertised, the commission generally isnt enough to


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cover expenses. When the agency is simply airing older creative, the commission can be

excessive.

More and more, agencies are being compensated under a fee arrangement. There are multiple

ways to do this: the agency can track actual time dedicated to a clients business and bill for

services by the hour. Or the agency and client can develop a project list and agree on a flat

amount for each project. In 2 000, more than 7 5 % of clients compensated their agency under a fee

arrangement, up from just 1 5 % in 198 5 .

Another increasingly-popular trend in compensation is the performance incentive, where the

agencys pay is contingent on the success of its work (success being defined jointly by theagency and the client). The appeal of this arrangement for clients is obvious, and in 2 000 about

10% of agency relationships included a performance component.

The Future

This century promises even faster change than the last. Companies will develop greater numbers

of unique products than ever before. Moreover they will need advertising to make these products

interesting to consumers.

The structure of agencies will undoubtedly continue to evolve, adapting to the ever-changing

needs of its clients and to the communications environment. The agency of 100 years ago is

remarkably different from the agency of today and tomorrows agency will be completely

different as well.

Consumer behavior involves the psychological processes that consumers go through in

recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether


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or not to purchase a product and, if so, which brand and where), interpret information, make

plans, and implement these plans (e.g., by engaging in comparison shopping or actually

purchasing a product).

Sources of influence on the consumer . The consumer faces numerous sources of influence.

Often, we take cultural influences for granted, but they are significant. An American will

usually not bargain with a store owner. This, however, is a common practice in much of the

World. Physical factors also influence our behavior. We are more likely to buy a soft drink

when we are thirsty, for example, and food manufacturers have found that it is more effective to

advertise their products on the radio in the late afternoon when people are getting hungry. A

persons self-image will also tend to influence what he or she will buyan upwardly mobile

manager may buy a flashy car to project an image of success. Social factors also influence what

the consumers buyoften, consumers seek to imitate others whom they admire, and may buy the

same brands.

The social environment can include both the mainstream culture (e.g., Americans are more likely

to have corn flakes or ham and eggs for breakfast than to have rice, which is preferred in many

Asian countries) and a subculture (e.g., rap music often appeals to a segment within the

population that seeks to distinguish itself from the mainstream population). Thus, sneaker

manufacturers are eager to have their products worn by admired athletes. Finally, consumer

behavior is influenced by learning you try a hamburger and learn that it satisfies your hunger

and tastes good, and the next time you are hungry, you may consider another hamburger.


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. Consumer Choice and Decision Making: Problem Recognition. One model of consumer

decision making involves several steps. The first one is problem recognition you realize that

something is not as it should be. Perhaps, for example, your car is getting more difficult to start

and is not accelerating well. The second step is information search what are some alternative

ways of solving the problem? You might buy a new car, buy a used car, take your car in for


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repair, ride the bus, ride a taxi, or ride a skateboard to work. The third step involves evaluation

of alternatives. A skateboard is inexpensive, but may be ill-suited for long distances and for

rainy days. Finally, we have the purchase stage, and sometimes a post-purchase stage (e.g., you

return a product to the store because you did not find it satisfactory). In reality, people may go

back and forth between the stages. For example, a person may resume alternative identification

during while evaluating already known alternatives.

Consumer involvement will tend to vary dramatically depending on the type of product. In

general, consumer involvement will be higher for products that are very expensive (e.g., a home,

a car) or are highly significant in the consumers life in some other way (e.g., a word processing

program or acne medication).

It is important to consider the consumers motivation for buying products. To achieve this goal,

we can use the Means-End chain, wherein we consider a logical progression of consequences of

product use that eventually lead to desired end benefit. Thus, for example, a consumer may see

that a car has a large engine, leading to fast acceleration, leading to a feeling of performance,

leading to a feeling of power, which ultimately improves the consumers self-esteem. A

handgun may aim bullets with precision, which enables the user to kill an intruder, which means

that the intruder will not be able to harm the consumers family, which achieves the desired end-

state of security. In advertising, it is important to portray the desired end-states. Focusing on the

large motor will do less good than portraying a successful person driving the car.


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Information search and decision making . Consumers engage in both internal and external

information search. Internal search involves the consumer identifying alternatives from his or

her memory. For certain low involvement products, it is very important that marketing programs

achieve top of mind awareness. For example, few people will search the Yellow Pages for fast

food restaurants; thus, the consumer must be able to retrieve ones restaurant from memory

before it will be considered. For high involvement products, consumers are more likely to use an

external search. Before buying a car, for example, the consumer may ask friends opinions, read

reviews in Consumer Reports , consult several web sites, and visit several dealerships. Thus,

firms that make products that are selected predominantly through external search must invest in

having information available to the consumer in neede.g., through brochures, web sites, or

news coverage.

A compensatory decision involves the consumer trading off good and bad attributes of a

product. For example, a car may have a low price and good gas mileage but slow acceleration.

If the price is sufficiently inexpensive and gas efficient, the consumer may then select it over a


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car with better acceleration that costs more and uses more gas. Occasionally, a decision will

involve a non-compensatory strategy. For example, a parent may reject all soft drinks that

contain artificial sweeteners. Here, other good features such as taste and low calories cannot

overcome this one non-negotiable attribute.

The amount of effort a consumer puts into searching depends on a number of factors such as the

market (how many competitors are there, and how great are differences between brands expected

to be?), product characteristics (how important is this product? How complex is the product?

How obvious are indications of quality?), consumer characteristics (how interested is a

consumer, generally, in analyzing product characteristics and making the best possible deal?),

and situational characteristics (as previously discussed).


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committed to recycling than others who will not want to go through the hassle). We will

consider the issue of lifestyle under segmentation.

The Family Life Cycle.

Individuals and families tend to go through a "life cycle:" The simple

life cycle goes from

For purposes of this discussion, a "couple" may either be married or merely involve living

together. The breakup of a non-marital relationship involving cohabitation is similarly

considered equivalent to a divorce.

In real life, this situation is, of course, a bit more complicated. For example, many couples

undergo divorce. Then we have one of the scenarios:


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Single parenthood can result either from divorce or from the death of one parent. Divorce usually

entails a significant change in the relative wealth of spouses. In some cases, the non-custodial

parent (usually the father) will not pay the required child support, and even if he or she does, that

still may not leave the custodial parent and children as well off as they were during the marriage.

On the other hand, in some cases, some non-custodial parents will be called on to pay a large part

of their income in child support. This is particularly a problem when the non-custodial parent

remarries and has additional children in the second (or subsequent marriages). In any event,

divorce often results in a large demand for:

y Low cost furniture and household items

y Time-saving goods and services

Divorced parents frequently remarry, or become involved in other non-marital relationships;

thus, we may see


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Another variation involves

Here, the single parent who assumes responsibility for one or more children may not form a

relationship with the other parent of the child.

Integrating all the possibilities discussed, we get the following depiction of the Family Life

Cycle:

Generally, there are two main themes in the Family Life Cycle, subject to significant exceptions:

y As a person gets older, he or she tends to advance in his or her career and tends to get

greater income (exceptions: maternity leave, divorce, retirement).


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y Unfortunately, obligations also tend to increase with time (at least until ones mortgage

has been paid off). Children and paying for ones house are two of the greatest expenses.

Note that although a single person may have a lower income than a married couple, the single

may be able to buy more discretionary items.

Note that although a single person may have a lower income than a married couple, the single

may be able to buy more discretionary items.

Family Decision Making : Individual members of families often serve different roles in

decisions that ultimately draw on shared family resources. Some individuals are information

gatherers/holders , who seek out information about products of relevance. These individuals

often have a great deal of power because they may selectively pass on information that favors

their chosen alternatives. Influencers do not ultimately have the power decide between

alternatives, but they may make their wishes known by asking for specific products or causing


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that it is important to save for the childrens future; the other may value spending now (on

private schools and computer equipment) to help prepare the children for the future. Who is

right? There is no clear answer here. The situation becomes even more complex when more

partiessuch as children or other relativesare involved.

Some family members may resort to various strategies to get their way. One is bargaining one

member will give up something in return for someone else. For example, the wife says that her

husband can take an expensive course in gourmet cooking if she can buy a new pickup truck.

Alternatively, a child may promise to walk it every day if he or she can have a hippopotamus.

Another strategy is reasoning trying to get the other person(s) to accept ones view throughlogical argumentation. Note that even when this is done with a sincere intent, its potential is

limited by legitimate differences in values illustrated above. Also note that individuals may

simply try to "wear down" the other party by endless talking in the guise of reasoning (this is a

case of negative reinforcement as we will see subsequently). Various manipulative strategies

may also be used. One is impression management , where one tries to make ones side look good

(e.g., argue that a new TV will help the children see educational TV when it is really mostly

wanted to see sports programming, or argue that all "decent families make a contribution to the

church"). A uthority involves asserting ones "right" to make a decision (as the "man of the

house," the mother of the children, or the one who makes the most money). Emotion involves

making an emotional display to get ones way (e.g., a man cries if his wife will not let him buy a

new rap album).

The Means-End Chain . Consumers often buy products not because of their attributes per se but

rather because of the ultimate benefits that these attributes provide, in turn leading to the


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satisfaction of ultimate values. For example, a consumer may not be particularly interested in the

chemistry of plastic roses, but might reason as follows:

The important thing in a means-end chain is to start with an attribute , a concrete characteristic of

the product, and then logically progress to a series of consequences (which tend to become

progressively more abstract) that end with a value being satisfied. Thus, each chain must start

with an attributeand end with a value . An important implication of means-end chains is that it is

usually most effective in advertising to focus on higher level items . For example, in the flower

example above, an individual giving the flowers to the significant other might better be portrayed

than the flowers alone.

Attitudes . Consumer attitudes are a composite of a consumers (1) beliefs about, ( 2 ) feelings

about, ( 3 ) and behavioral intentions toward some objectwithin the context of marketing,

usually a brand, product category, or retail store. These components are viewed together since


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they are highly interdependent and together represent forces that influence how the consumer

will react to the object.

Beliefs . The first component is beliefs . A consumer may hold both positive beliefs toward anobject (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains

papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in

valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a

cold morning, but not good on a hot summer evening when one wants to sleep). Note also that

the beliefs that consumers hold need not be accurate (e.g., that pork contains little fat), and some

beliefs may, upon closer examination, be contradictory.

A ffect . Consumers also hold certain feelings toward brands or other objects. Sometimes these

feelings are based on the beliefs (e.g., a person feels nauseated when thinking about a hamburger

because of the tremendous amount of fat it contains), but there may also be feelings which are

relatively independent of beliefs. For example, an extreme environmentalist may believe that

cutting down trees is morally wrong, but may have positive affect toward Christmas trees

because he or she unconsciously associates these trees with the experience that he or she had at

Christmas as a child.

Behavioral intention . The behavioral intention is what the consumer plans to do with respect to

the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical

consequence of beliefs (or affect), but may sometimes reflect other circumstances--e.g., although

a consumer does not really like a restaurant, he or she will go there because it is a hangout for his

or her friends.


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Changing attitudes is generally very difficult , particularly when consumers suspect that the

marketer has a self-serving agenda in bringing about this change (e.g., to get the consumer to

buy more or to switch brands). Here are some possible methods:

y C hanging affect . One approach is to try to change affect, which may or may not involve

getting consumers to change their beliefs. One strategy uses the approach of classical

conditioning try to pair the product with a liked stimulus. For example, we pair a car

with a beautiful woman. Alternatively, we can try to get people to like the advertisement

and hope that this liking will spill over into the purchase of a product. For example,

the Pillsbury Doughboy does not really emphasize the conveyance of much information

to the consumer; instead, it attempts to create a warm, fuzzy image. Although

Energizer Bunny ads try to get people to believe that their batteries last longer, the main

emphasis is on the likeable bunny. Finally, products which are better known, through the

mere exposure effect, tend to be better likedthat is, the more a product is advertised

and seen in stores, the more it will generally be liked, even if consumers to do not develop

any specific beliefs about the produc t.

y C hanging behavior . People like to believe that their behavior is rational; thus, once they

use our products, chances are that they will continue unless someone is able to get them

to switch. One way to get people to switch to our brand is to use temporary price

discounts and coupons; however, when consumers buy a product on deal, they may

justify the purchase based on that deal (i.e., the low price) and may then switch to other

brands on deal later. A better way to get people to switch to our brand is to at least

temporarily obtain better shelf space so that the product is more convenient. Consumers


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are less likely to use this availability as a rationale for their purchase and may continue to

buy the product even when the product is less conveniently located.

y C hanging beliefs . Although attempting to change beliefs is the obvious way to attempt

attitude change, particularly when consumers hold unfavorable or inaccurate ones, this is

often difficult to achieve because consumers tend to resist. Several approaches to belief

change exist:

y C hange currently held beliefs . It is generally very difficult to attempt to change beliefs

that people hold, particularly those that are strongly held, even if they are inaccurate . For

example, the petroleum industry advertised for a long time that its profits were lower thanwere commonly believed, and provided extensive factual evidence in its advertising to

support this reality. Consumers were suspicious and rejected this information, however.

y C hange the importance of beliefs . Although the sugar manufacturers would

undoubtedly like to decrease the importance of healthy teeth, it is usually not feasible to

make beliefs less important--consumers are likely to reason, why, then, would you bother

bringing them up in the first place? However, it may be possible to strengthen beliefs

that favor us--e.g., a vitamin supplement manufacturer may advertise that it is extremely

important for women to replace iron lost through menstruation. Most consumers already

agree with this, but the belief can be made stronger.

y A dd beliefs . Consumers are less likely to resist the addition of beliefs so long as they do

not conflict with existing beliefs . Thus, the beef industry has added beliefs that beef (1) is

convenient and ( 2 ) can be used to make a number of creative dishes. Vitamin


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manufacturers attempt to add the belief that stress causes vitamin depletion, which

sounds quite plausible to most people.

y C hange ideal . It usually difficult, and very risky, to attempt to change ideals, and only

few firms succeed. For example, Hard Candy may have attempted to change the ideal

away from traditional beauty toward more unique self expression.

O ne-sided vs. two-sided appeals . Attitude research has shown that consumers often tend to react

more favorably to advertisements which either (1) admit something negative about the

sponsoring brand (e.g., the Volvo is a clumsy car, but very safe) or ( 2 ) admits something positive

about a competing brand (e.g., a competing supermarket has slightly lower prices, but offers less

service and selection). Two-sided appeals must, contain overriding arguments why the

sponsoring brand is ultimately superiorthat is, in the above examples, the but part must be

emphasized.

Perception Our perception is an approximation of reality. Our brain attempts to make sense out

of the stimuli to which we are exposed. This works well, for example, when we see a friend

three hundred feet away at his or her correct height; however, our perception is sometimes

offfor example, certain shapes of ice cream containers look like they contain more than

rectangular ones with the same volume.

S ubliminal stimuli . Back in the 19 6 0s, it was reported that on selected evenings, movie goers in

a theater had been exposed to isolated frames with the words Drink Coca Cola and Eat

Popcorn imbedded into the movie. These frames went by so fast that people did not

consciously notice them, but it was reported that on nights with frames present, Coke and


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popcorn sales were significantly higher than on days they were left off. This led Congress to ban

the use of subliminal advertising. First of all, there is a question as to whether this experiment

ever took place or whether this information was simply made up. Secondly, no one has been

able to replicate these findings. There is research to show that people will start to giggle with

embarrassment when they are briefly exposed to dirty words in an experimental machine.

Here, again, the exposure is so brief that the subjects are not aware of the actual words they saw,

but it is evident that something has been recognized by the embarrassment displayed.

Organizational buyers - A large portion of the market for goods and services is attributable to

organizational , as opposed to individual, buyers. In general, organizational buyers, who make

buying decisions for their companies for a living, tend to be somewhat more sophisticated than

ordinary consumers. However, these organizational buyers are also often more risk averse.

There is a risk in going with a new, possibly better (lower price or higher quality) supplier whose

product is unproven and may turn out to be problematic. Often the fear of running this risk is

greater than the potential rewards for getting a better deal. In the old days, it used to be said that

You cant get fired for buying IBM. This attitude is beginning to soften a bit today as firms

face increasing pressures to cut costs.

Organizational buyers come in several forms. Resellers involve either wholesalers or retailers

that buy from one organization and resell to some other entity. For example, large grocery

chains sometimes buy products directly from the manufacturer and resell them to end-

consumers. Wholesalers may sell to retailers who in turn sell to consumers. Producers also buy

products from sub-manufacturers to create a finished product. For example, rather than


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advertisement, what are the various ways of BTL advertisement .

Data collection:

Methods of Primary Data collection:

1. OBSERVATION

2. SURVEY

SURVEY

Anything from a short paper & pencil feedback form to an in depth one to one

interview is called as survey research. Survey can be divided into two broad

categories:

y The Questionnairey The Interview

While considering the type of survey, we need to consider the costs, physical resources,

and time required to conduct the survey.

Choice of particular survey method mainly based on:-

1. Cost2 . Time3 . Physical resources

Since each survey is different, there are no hard and fast rules for determining its size.

The deciding factors in the scale of the survey operations are time, cost, operational

constraints and the desired precision of the results. Also, consider what should be the


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acceptable level of error in the sample. If there is a lot of variability in the population, the

sample size will need to be bigger to obtain the specified level of reliability.

METHOD OF DATA COLLECTION:-

Person-Administered : In this method interviewer reads questions, either face-to-

face, to the respondent or record his or her answers. Different ways of this method are as

follows: -

y Face-to-face: Involves trained interviewers visiting people to collect scheduled

data. It is a good approach for ensuring a high response rate to a sample survey or

census, and trained interviewers gather better quality data. So during the survey I did

the face to face interaction with the people so by this way I understand the respondent

behaviour towards the product.

Close-end questions - Respondents choose from possible answers included on the

questionnaire. Types of close-end questions include:

y Multiple choice questions which offer respondents the ability to answer "yes" or "no"

or choose from a list of several answer choices. Like in the questionnaire I asked

several question which are in yes or no such as Would you prefer anyone have

Weston product

y Scales refer to questions that ask respondents to rank their answers or measure their

answer at a particular point on a scale. For example, a respondent may have the

choice to rank their feelings towards a particular statement like How would you rate

Weston in terms of Product quality, brand value, Technology / Innovation, Dealer

Margins, Distribution and After Sales Service the scale may range from "very good",

"good " and "neutral" to "satisfied" and "not satisfied" .

Open-end questions - Respondents answer questions in their own words. Completely

unstructured questions allow respondents to answer any way they choose.


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Questionnaire of our project was open ended too. We provided respondent with range of

options to answer. As we were evaluating brand of Weston, there were questions that on

what fronts does Weston, as a brand, need to improve.

Sampling Plan:

In our daily life we reach to conclusions by describing the characteristics of a large

number of items of a phenomenon usually referred as (population) based on an analysis

of a limited number of items from that phenomenon (called sample).

The major reasons for sampling are as follows:

y Decision makers will have stipulated time to make decisions. If they consider the

whole population, they cannot come to consensus within the stipulated time.

y The cost of gathering information is highly important.y The accuracy can be maintained if we take small sample of a population.

The following are the managerial objectives of sampling:

y The data can be collected from the desired section omitting others.y Sufficient accuracy that can be obtained by considering the sample.y Research resources can be efficiently used.

By sampling also sometimes we get unimportant data. They are as follows:

1. Data produced is of high quality but not applicable to the problem definition.2 . The data produced is of stable result but becomes obsolete till it is produced.

Type of Sampling Procedures:

There are two types of sampling procedures.

1. Probability Sampling Methods2 . Non probability Sampling Methods

Much of the sampling in marketing research is non-probability in nature. That is, samples

are selected on the basis of the judgment of the investigator, convenience, or by some


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other non random process rather than by the use of a table of random numbers or some

other randomizing device.

Non probability sampling procedures:

Quota Sampling:

In quota sampling the sizes of various subclasses in the population are first estimated

from some outside source, such as from Bureau of the Census Data. Since the

interviewers judgment is relied upon to select actual respondents within each quota, many

sources of selection bias are potentially present.

Judgment Sampling (Purposive Sampling):The key assumption underlying this type of sampling is that, with sound judgment or

expertise and an appropriate strategy, one can carefully and consciously choose the

elements to be included in the sample so that samples can be developed that are suitable

for ones needs. The intent is to select elements that are believed to be typical or

representative of the population in such a way that errors of judgment in the selection will

cancel out each other out.

Convenience Sampling:

In convenience sampling selection, the sampler chooses the sampling units on the basis of

convenience or accessibility. This form of sample selection is commonly used in the

man on the street form of interviewing and, at times, associates may be interviewed,

and, at times associates may be interviewed simply because they are accessible.


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DATA ANALYSIS

1- From where do you come to know about Weston products?

RESPONSE PERCENTAGETV 23

NEWS PAPER 35 MAGAZINE 9 WORD OF MOUTH 2 9 OTHERS 4

INTERPRETATIONThe survey concluded that the people get information of Weston majorly from News paper

(35 %) followed by the word of mouth( 2 9%). This cause to infer that Weston has to inprove the

promotion of TV and other ways of communication.

23%

35%9%

29%

4%

TV

NEWS PAPER

MAGAZINE

WORD OF MOUTH

OTHERS


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2- Which product groups does it operate in?

RESPONSE PERCENTAGETV 6 1VCD- DVD PLAYER 19 KITCHEN APPLIANCES 15 OTHERS 5

INTERPRETATIONThe survey concluded that 6 1% of people of ghaziabad are knowing TV and only 19% and 1 5 %

know about the VCD-DVD PLAYER. This causes to infer that the majority of people aware of

Weston TV rather than other products.

61 %1 9%

1 5%5%

TV

VCD- DVD PLAYER

KITCHEN APPLIANCES

OTHERS


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3- Which product get maximum sales (from the Weston portfolio)?

RESPONSE PERCENTAGETV 5 7

VCD- DVD PLAYER 23 KITCHEN APPLIANCES 11 OTHERS 25

INTERPRETATION

The survey concluded that the maximum sales is of the Weston TV about 4 9%. The sales of

VCD-DVD player are almost same. This causes to infer that the TV got maximum sales.

49%20%

9%22% TV

VCD- DVD PLAYER

KITCHEN APPLIANCES

OTHERS


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4- Which brands does Weston compete with?

RESPONSE PERCENTAGE

SALORA 3 7SANTOSH 23 OSCAR 11 OTHERS 2 9

INTERPRETATION

The survey concluded that the Weston major competitor are the Salora and others brands. This

cause to infer that Weston Major competition is with the Indian brands rather than the MNCs.

37%

23%11 %

29%SALORA

SANTOSH

OSCAR

OTHERS


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5- Would you prefer anyone have Weston product?

RESPONSE PERCENTAGEYES 5 9 NO 4 1

INTERPRETATION

The survey concluded that the people will prefer to use Weston product to others.

59%

41 %

YES

NO


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6- If given a chance would you like to switch over to Weston product?

RESPONSE PERCENTAGEYES 46

NO 54

INTERPRETATION

The survey concluded that the majority of people will not switch over the Weston. This cause

infer that majority of people believe that Weston product are still trustworthy.

46 %

54% YES

NO


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7- Do you think promotion done by the Weston company for its product issufficient for its sales?

INTERPRETATION

The survey concluded that the people will not satisfied with the promotion of the Weston

company for the sales of the product. This cause to infer that the Weston has to improve the

promotional activities.

38%

6 2% YES

NO

RESPONSE PERCENTAGEYES 3 8

NO 62


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8- Are you satisfied with the after sales service?

INTERPRETATION

The survey concluded that the people are satisfied with the after sales service are not so much

high. This cause to infer that Weston has to improve its after sales service.

58%

42%

YES

NO

RESPONSE PERCENTAGEYES 5 8 NO 42


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9- If Weston comes up with a new product eg. Mobiles, what will be your

behavior towards?

RESPONSE PERCENTAGEWOULD LIKE TO PURCHASE 2 7WAIT AND WATCH POLICY 2 9

NEUTRAL / NO REACTION 9 HAVE A TRAIL / LOOK FOR DEMO

16

PREFERS THE BRANDEDONES

19

INTERPRETATION

The survey concluded that the people will follow the wait and watch policy about 2 9% but

people will also appreciate when the Weston comes with new product mobile.

27%

29%9%

16 %

1 9%

WOULD LIKE TOPURCHASE

WAIT AND WATCH POLICY

NEUTRAL/NO REACTION

HAVE A TRAIL/LOOK FORDEMO

PREFERS THE BRANDEDONES


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FINDING

1- Weston brand is preferred majorly by the rural people.

2 - Among Weston product the TV is majorly known by the people.

3 - News paper is the main source of advertisement.

4 - Word of mouth is another way by which people knows about the Weston product.

5 - The people gets maximum sales through TV which is followed by the VCD- DVD

Players.

6 - The Salora and others are the main competitor of Weston .

7- People prefer others to use Weston product.

8- People dont like to switch over to Weston product.

9- People are not satisfied with the promotional activities of Weston .

10- People suggested to improve the sales the promotional activities should be on high note.

11- People also want to improve the product qualities want more innovation

12 - After sales service is satisfactory of Weston product.

13 - People prefers the wait and watch policy if the Weston comes with the new products.

14 - People also like to purchase if the Weston comes with the mobile.


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CONCLUSION

1- Weston brands majorly known by the rural people rather than urban people.

2 - The TV is the mainly known by the people as compare to the DVD-VCD player and

Kitchen appliances.

3 - From Weston point of view the product TV has the main source of sales.

4 - More advertisement should be done on the TV and others sources.

5 - The Indian company like Salora, Santosh are major competitor of the Weston.

6 - People believe Weston product are good as they can recommend other people to use it.

7- People have faith on the Weston product.

8- The more promotional activities should b done more and more

9- People want new technology or innovation in the product.

10- The price of the product is also optimum so they can purchase it very well.

11- The after sales service of the Weston product should improve more.


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Recommendation

1- Weston should promote their product in the urban area too.

2 - Weston should use different ways to promote their product viz their should b more

emphasis on the promotion of the product.

3 - For the promotion the Weston have to use different BTL advertisement techniques such

as sponsoring the event, organizing the Road shows, etc.

4 - Weston has to more focus on the promotion of other product like VCD-DVD player,

Kitchen appliances, etc.

5 - Weston has to improve the technology and quality of the product.

6 - Weston should has to enhance the brand value.

7- Their should be opening of more service center for the after sales service for the product.

8- Weston must venture into others sectors i.e. mobile, washing machine and other

consumer durable goods.

9- Weston should employ more marketing professional so that it could better reach into

middle class as well as high class people.

10- Weston should take advantage of electronic media as a effective way of promotion /

advertisement.

`


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BIBLIOGRAPHY

There were several sources which provided me with the valuable information about. BEI

CONFLUENCE. This information helped me in enhancing the affectivity of this presentation.

Some of my valuable sources are:

y www.google.comy

www.afaqs.com y www.agencyfacts.comy www.yahoo.comy www.hll.comy www.wikipedia.comy www.businessworldindia.comy www.answers.comy

www.indiainfoline.comy www.financialexpress.com

y www.indiacoffee.org


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Annexure

Respondents Name:

Qualification: ......

Gender:

Age:

Annual income (a) 1- 3 lakhs (b) 3 -6 lakhs (c) 6 -9 lakhs (d) 9 lacs and above

Address & Mobile no..

.

1. Do you know about the brand Weston?

Yes No

2 . From where do you come to know about Weston products?

TV NEWSPAPER MAGAZINE WORD OF MOUTH OTHERS

3 . Which product groups does it operate in?

TV VCD- DVD PLAYER KITCHEN APPLIANCES OTHERS

4 . Which products get maximum sales (from the Weston portfolio)?

TV VCD- DVD PLAYER KITCHEN APPLIANCES OTHERS

5 . Which brands does Weston compete with?

SALORA SANTOSH OSCAR OTHERS

6 . How would you rate Weston in terms of:

1= Very Good; 2 = good; 3 =fair; 4 = satisfied; 5 =Not satisfied

a. Product Quality

b. Technology / Innovation...


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c. Brand Value..

d. Dealer Margins

e. Distribution.

f. After Sales Service.

7. Would you prefer anyone have Weston product?

Yes No

8. If given a chance would you like to switch over to Weston product.

Yes No

9.

Do you think promotion done by the Weston company for its product is sufficient for itssales?

Yes No

10. Are you satisfied with the after sales service?

Yes No

11. On what fronts does Weston, as a brand, need to improve?

12 . If Weston comes up with a new product e.g. Mobiles, what will be your behavior towards

it?

a) Would you like to purchase

b) Wait and watch policy

c) Neutral / No reaction

d) Have a trail / look for demo

e) Prefer the branded ones


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final project on advertisement

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