Chapter-1

INTRODUCTION

1.1 Brief introduction
The management students get a practical learning opportunity during the course of
organization study. As a part of the curriculum it provides them a chance to compare the practices and
processes of the organization with the knowledge gained during the academic sessions. The objective
is to make the student interact with the real managers and understand and imbibe the traits in them.
The analytical abilities are sharpened when they are made to observe and analyses the functions
involved in the business.

The following are the direct benefits derived from the study
Exposure to the industry
Exposure to the company
Confidence building and improvement in communication abilities
Practical understanding of the management functions

1.2 OBJECTIVES OF THE STUDY
The main objective of the study is to have the exposure to a live organization
environment and to understand how the organization works as a system and gain experience
in handling a real project to understand the functioning of the different departments. Co-
ordinate their functions attain a common goal relating the concepts learn to work the
organization with helps us to learn things and also:
To understanding the organizational structure.
To study the function of various Department.
To study the Profile of the company.
To know the current position of the company.

1.3 SCOPE OF THE STUDY

Organization study is carried at IMRB International, Bangalore. Study is limited to the extent
of information given by the company.
The study covers the general aspects of the functioning of the departments that exists in the
organization. Further, the scope of the study spreads over to the management structure of the
company, personnel aspects of the company, company strengths, weaknesses, opportunities, threats,
the major findings of the study and suggestions etc. Thus the study is restricted to various
departmental functions of the organization.

1.4 LIMITATIONS OF THE STUDY

Due to the time constraint the study is restricted to limited theoretical and practical
aspects.
The coverage of the objective of this study is limited to the extent of information
given by the company.
The study is purely academic and researcher being novel in performing the job makes
the analysis less precise when compared to professional analysis.
Time limitation for the study was not sufficient to study in detail about the all the
departments in the organization.

Non availability of the latest statistical figures from the company.






Chapter-2
COMPANY PROFILE
IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson
Associates, which in turn is owned by Martin Sorrells WPP Group plc. Within WPP, IMRB
is aligned with the Kantar Group, an umbrella network of global market research companies
that together account for over $2 billion in revenues and form the worlds second biggest
market research conglomerate.

A IMRB's ownership structure.
A diagrammatic chart representing IMRB's ownership structure.
In India, IMRB International operates out of its five full service offices in Ahmedabad,
Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional
centers for collection of survey information. Overseas, IMRB functions through its associates
-AMRB-MENA in the Middle East and North Africa, with offices in Algiers, Dubai, Jeddah,
Casablanca and Cairo; LMRB, with offices in Colombo and Sirius, headquartered in Dhaka.

IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years of
experience. As the oldest market research company in India, it has served as the training
ground of many industry leaders including Dorab Sopariwala, Ranjit Chib and Meena
Kaushik, who went on to found their own companies.

IMRB International (formerly Indian Market Research Bureau) is a multi-country market
research, survey and business consultancy firm that offers a range of syndicated data and
customized research services. Headquartered in Mumbai, India with operations in over 15
countries IMRB is a part of the Kantar Group, WPPs research, insights and consultancy
network.

Established in 1970, IMRB was modeled on the lines of the British Market Research Bureau.
IMRB is now a leading provider of market research and insights across South Asia, the
Middle East and North Africa with specialist divisions in quantitative, qualitative, media,
retail, industrial, customer satisfaction, business to business and social and rural research.
IMRBs syndicated research offerings include the Market Pulse, the National Food Survey,
Web Audience Measurement (WAM), I-Tops, and I-Cube reports.

With over 1200 employees, IMRB is one of the largest providers of market research in India
in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant market
research company in India, IMRB has been responsible for establishing the first and only
household panel, the first television audience measurement system and the first radio panel in
the country and has played a key role in the development of market research in India. It has
been rated the Best Market Research Company by MRSI [disambiguation needed], an
industry body for several years.

IMRB International's specialised areas are consumer markets, industrial marketing, business
to business marketing, social marketing and rural marketing.

HISTORY

IMRB was established in 1970 to provide market research services to the clients of Hindustan
Thompson Associates. Early clients included fast-moving consumer goods companies such as
Unilever, ITC, Ponds, and Horlicks. The initial decade saw rapid expansion into new areas
of business, with the first qualitative study being conducted by the end of the decade, and
IMRB pioneering psephology in India through an ongoing series of opinion poll surveys for
India Today, that successfully predicted Congress victory in the 1980 general election.

Subsequent decades saw the development of new verticals, with the creation of specialized
units and the offering of several syndicated research products. IMRB also played an
important role in the standardization of market research practice in India, and was responsible
for the creation in 1983 of the Socio-Economic Classification system, a method now used
across India to define target audiences. In 1987, as a founder member of the
MRSI[disambiguation needed], it helped evolve industry wide codes of conduct, and
standards for survey data collection that are still in use today.

With the global acquisition of J. Walter Thompson by Sir Martin Sorrell in 1987, IMRB
became a constituent of WPP and continued its pace of growth, growing over 25% per annum
through the 1990s under the leadership of Ramesh Thadani. The 1990s saw the creation of
specialized units focusing on development research, employee satisfaction, loyalty programs,
technology and media and the acquisition of several new multinational clients. IMRBs
insights also played a role in the development of several new products for major Indian
brands such as Marico, Bingo Chips, Godrej and Dabur and by this time supported 40 out of
top 50 brands in India.

IMRB's logo and tagline as displayed outside its Mumbai head office
IMRB's logo and tagline as displayed outside its head office in Mumbai.
In 2002, as part of a process of rebranding, it changed its name from the Indian Market
Research Bureau to IMRB International, adopted a new logo, and began a process of rapidly
expanding its international services. This was accompanied by a shift from its offices at
Esplanade Mansion to its current premises in Dadar, Mumbai. As part of geographical
expansion, IMRB helped set up LMRB in Colombo, Sri Lanka in 1981 and AMRB in 1999
with headquarters in Dubai and offices throughout Middle East and North Africa.

In 1996, along with the Manufacturers Association for Information Technology (MAIT)
IMRB initiated the periodic ITOPS survey which monitors the IT hardware market among
households and businesses. Since 1998, in collaboration with the Internet and Mobile
Association of India (IAMAI), an industry body IMRB also started providing a series of
annual syndicated research reports named I-Cube which surveys the online and mobile
landscape in India. More recently, in 2010 IMRB launched the Web Audience Measurement
(WAM) system, Indias first standardized internet audience measurement system based on a
panel.
About IMRB International
IMRB is the vision of Mr. Subhas Ghoshal, the legendary head of HTA (now JWT). We are
born out of conviction that good advertising can only be built on sound consumer insight. We
are the University of the Indian market research. We are one of the top 20 Market Research
companies in the world. IMRB was set up in 1970, a full 37 years after BMRB was set up in
UK by JWT.

We are a part of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a 8.68 billion;
revenue company with 138,000 employees in 2400 offices across 107 countries. Kantar is
WPPs research, insight & consultancy network. Kantar was founded in 1993, is now the
worlds fourth largest research conglomerate. It boasts of $1.7 billion worth of revenue with
offices in 160 offices across 95 countries.
How are we different?
We add value to clients - real value. We develop a learning culture that fosters innovation and
we also contribute to academia and policy makers. We have developed a sustainable working
environment that is good and fair to us and our clients. We have the largest team of
researchers and analysts with around 4 decades of leadership in the region. We have 26
offices in 12 countries each of them equipped with specialized units by research methods and
industry sector. We have 4.4 million customer interactions every year.
Our Methods and Philosophy
Our perspective is unique. Our approach is refreshing. And our solutions provide a
comprehensive response to our clients needs, not packaged data but custom solutions for
clients. We offer services with the integration of qualitative and quantitative tools.
We are designed in India for India, our measures and scales are created to maximize
sensitivity. We work together with TGI, Web-I, IMRB Retail, Market Pulse, ITOPS and
ICUBE. Our passion is to drive your business growth by combining consumer understanding
and brand knowledge with intuition and innovation.
Our Achievements - Our Goals
IMRB has demonstrated its vision and leadership in the Indian market by establishing several
industry wide measurement and rating systems. Notable amongst these is our pioneering role
in establishing Indias first TV rating system (TAM) and the creation of social economic
classification (SEC) system in India.
We have won several prestigious awards. Amongst them the most noteworthy being the MR
Agency of the year from 2005-2009. We have presented cutting edge research for several
years at international forums including ESOMAR and won awards for our efforts. We have
also been awarded the WPPs Atticus award jointly with JWT.
Clients
Our top clients include BAT Group, Bharti Group, Cadbury, Ford Group, Frito Lay, Glaxo
Smithkline, Heinz, Indian Airlines, ITC Group, Millward Brown, Nestle, Pepsi Group,
Reckitt Benckiser, Research International, TVS Motors, Unilever Group, VST and so on.
A few words from two of our esteemed clients:

As a team they produce thoughtful proposals, excellent fieldwork and presentations. They
are constantly involved in the work. They feel like a version of our own office
IMRB showed a high degree of professionalism, rigor and discipline. An excellent level of
client servicing, need fulfillment, pro-activeness and analytical focus





Chapter-4
FUNCTIONAL AREAS (Divisions)

OUR DIVISIONS
IMRB International has been offering specialised research services for around 4 decades to
clients in India and overseas. IMRB International operates out of its five full service offices
in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional
centers for collection of survey information.

IMRB INTERNATIONAL HAS ELEVEN SPECIALIST UNITS:




ABACUS BUSINESS OPERATIONS: ABO
Abacus Business Operations: ABO is an ISO 9001:2008 certified specialist unit of IMRB
International. It has the largest Custom research fieldwork and data collection capabilities in
the country. With over 200 full time employees managing and supervising the work of over
4000 interviewers on any given day, we conduct over 4 million interviews annually. Over and
above this, we interview another 1.5 million + telephonically.


IMRB International Divisions: ABACUS MARKET ANALYTICS
ABACUS MARKET ANALYTICS unit offers a wide range of services to all the research
units in IMRB. These include data processing, charting, statistical analysis, database
management and updation, software development and testing.



ABACUS RESEARCH
Abacus Research looks after the domestic and International Field and tab business. They
service Clients and Research Agencies which have their own Research set up and only want
the data collected and clean data sent to them. Abacus Research has a team of expert Project
Management Executives led by a seasoned and highly experienced Operations Director . This
team also has the experience of managing the largest number of automotive clinics and have
a protocol set up for the same. Abacus Research also runs FlexiBus a study which gives
Clients the advantage and of quick turnaround on a few critical questions and the flexibility
to study the Target Group in markets of their choice at the cost of an Omnibus



IMRB INTERNATIONAL DIVISIONS: BIRD
BIRD, the Business & Industrial Research Division of IMRB International, is the market
research and consultancy division servicing B2B and industrial markets. For catering to
technology markets including IT hardware, software & services and Telecommunication,
there is an exclusive eTechnology Group within BIRD.



IMRB INTERNATIONAL DIVISIONS: BSG
The Brand Science Group (BSG) is a new unit at IMRB International that primarily focuses
on Brand and Communication Research. Over the last few years IMRB Brand Science has
been working towards the development of various tools that would help us get a better
understanding of the Brand and its communication in an Indian Context.



IMRB INTERNATIONAL DIVISIONS: CSMM
Customer Satisfaction Management & Measurement (CSMM) is an independent, specialist
unit of IMRB International. CSMM is an exclusive member of the Walker Information
Global Network (WIGN) in the Indian subcontinent.



IMRB INTERNATIONAL DIVISIONS: IMRB CONSULT
IMRB Consult is a specialised division of IMRB International which provides quick
turnaround, reliable and cost effective solutions to a marketers business issues by drawing on
its existing array of syndicated in house databases



IMRB INTERNATIONAL DIVISIONS: MEDIA & PANEL GROUP
Media and Panel is an independent, specialist unit of IMRB International, incorporated in
1992. MPG handles different kinds of research both syndicated and customized. MPG has 4
different verticals: Consumer Panel (MarketPulse), Retail Unit, Media Unit, Mindtech
Software and Systems.



IMRB INTERNATIONAL DIVISIONS: PQR
Probe Qualitative Research is one of India's leading qualitative research groups and has
executives specially trained in India and overseas in qualitative research methods.
Drawing on learning from ethnography, psychology and anthropology. It has created an array
of validated tool-kits



SERVICES OFFER
Advertising and Promotion Research
B2B and Industrial Research
Brand Research
Channel and Retail Research
Corporate and Employee Research
Customer Satisfaction Research
Mystery Shopper Insights (MSI)
Pricing Research
Product and Packaging Research
Strategic Market Research
SECTORS RESEARCH
Agriculture/Agro-Products
Alcohol
Automotive
Chemical and Petroleum
Construction and Building Meterials
Distribution/Retail Trade
E-Governance
Education and Training
Energy and Environment
Engineering Sector
Finance/Banking/Insurance
FMCG
Health Care
Industry and Business
Internet
IT Hardware and Software Practice
Logistics and Transportation
Media and Entertainment
Processed Food
Real Estate
Social and Rural
Steel and Other Metals
Telecom
Tobacco
Travel and Tourism