ADVERTISING AGENCY

#1 XEBEC

THE WHERE ABOUTS

HEAD OFFICE :-
20, Santosh Heights,1st
Floor, 39/4, J.N. Marg,Opp. Apsara Theatre,Pune – 411 037.

BRANCH OFFICE :-

Jain Chambers, 1stFloor,

Next to Saga Shopping Centre,
S.V. Road, Bandra (West),
Mumbai – 400 050.

Incorporated in the year 1991, this rapidly-growing “FULL SERVICE” Agency

locateda t t h e a b o v e - m e n t i o n e d p l a c e s h a s t o d a y a c h i e v e d f o r i t s e l f a
d e c e n t p o s i t i o n i n t h e jampacked arena of the biggies and is continuing its progressive
march.It is solely indigenous with no foreign collaboration or foreign equity
participation ;something really very praiseworthy.

MODUS OPERANDI :-

Being a truly professional & competitive in approach, Xebec Communications

has awell-defined and a well-organised method of operations. When the
prospective clientapproaches them for getting his purpose served, they conduct
a SWOT analysis prior toacceptance of any assignment. Although, this SWOT Analysis is
not at all a cumber some and patience-testing exercise for the client, it is designed
in such a way that the agency gets a total assurance of the output.

The agency first understands the requirements of its customer and gets a complete profile
about the product or the service to be advertised from the ho rse’s
m o u t h . F u r t h e r , i t makes a complete assessment of such a product or service,
based on the
representationsa n d the explanations given by its client in terms of the life of the product, i t
s marketability and its commercial value. Continuing on these lines, the agency also makes
an assessment of the requirements of the client, their budget, cost constraints etc.
Finally,last but not the least, the agency makes an estimate of the benefits, both monetary
as wellas non-monetary which it is subsequently in the long run, going to derive
out of everysuch assignment.

On the basis of such a study made about the product, its target audience and the psycho-
analysis of the creator as well as its creation, the agency then selects the type
of mediawhich is the most appropriate one in terms of the cost constraints laid down by
the clientand accordingly intimate the client about the cost-benefit ratio of the entire
exercise. So,it’s a thorough professional approach wherein the client is rest assured about
the benefitshe is going to reap from the seeds he is planning to sow in the field of
advertisement.Ultimately, its not a no-win no-lose situation for both of them but is
entirely a winners’outcome.

THE CANVAS ON WHICH XEBEC PAINTS THE PRODUCT :-

Xebec provides its customers with a wide-range of media to select from viz., in
fine print, or on celluloid like television, radio, theatres etc.

HOW CAN I KNOW ABOUT XEBEC :-

Well, being professional and competitive in approach, it is Xebec who

approaches its prospective clients and not wait for the the clients to fathom for it. So, the
client does not have to run in sun and shower for finding a proper canvas for its product.
Xebec provides all the facilites for its client coupled with a very co-
operative in
h o u s e , i n t e r a c t i v e response and hospitality. As far as a payment term is concerned,
Xebec also takes care of the pocket-size of its customers. So on one hand, it gives you the
option to pay the entire
fees in lumpsum, on the other hand it also extends credit to its
c o n t i n u o u s a n d credit worthy customers.

STRENGTHS

:The agency first understands the requirements of its customer and gets a
complete p r o f i l e a b o u t t h e p r o d u c t o r t h e s e r v i c e t o b e a d v e r t i s e d f r o m
t h e h o r s e ’ s m o u t h . Further, it makes a complete assessment of such a product
or service, based on therepresentations and the explanations given by its client
in terms of the life of the product, its marketability and its commercial value.
Continuing on these lines, theagency also makes an assessment of the requirements of
the client, their budget, costconstraints etc. Finally, last but not the least, the
agency makes an estimate of the benefits, both monetary as well as non-monetary
which it is subsequently in the longrun, going to derive out of every such assignment.

On the basis of such a study made about the product, its target
a u d i e n c e a n d t h e psycho-analysis of the creator as well as its creation, the agency then
selects the typeof media which is the most appropriate one in terms of the cost constraints
laid down by the client and accordingly intimate the client about the cost -benefit
ratio of theentire exercise. So, it’s a thorough professional approach wherein
the client is restassured
= about the benefits he is going to reap from the seeds he is planning to sow inthe field of
advertisement. Ultimately, its not a no -win no-lose situation for both of them but
is entirely a winners’ outcome.

WEAKNESSES :-

Xebec is facing a major problem of Time Management i.e. it is over-dependent on its staff.
Hence, the quality and the efficiency of its human resources always causes
some sort of a problem in making and implementing fast decisio
n.Again, multiplicity of brains, though an asset for
any organization is also sometimes a hindrance in its devel opment
w h e n t h e a g e n c y i s n o t a b l e t o r e a c h t o a d e f i n i t e conclusion about its
strategies and policies in the nick of the time due to conflicting
Ideas presented by its too many decision -makers. As it is aptly quoted, “Too
many cooks spoil the broth”

Secondly, as far as client servicing is concerned, Xebec does not make

a d e q u a t e attempts to update its services. This is the main reason why this organization
thoughreputed, is not able to expand its paraphernalia. Lack of creativity is also
a major backdrop in its success story.

Next, Xebec has also failed to make any renowned celebrity from the
f i e l d s o f cinema, sports, politics or business as its brand ambassador as other reputed
agenciesin this world are in a practice of doing. Hence, the agency fails to create a long-
lastingand huge appeal for the products of its clients amongst the masses.

As far as the profiles of the team members of Xebec are concerned, the people in the t o p
most levels of organizational hierarchy who are mainly shoulder
i n g t h e responsibility
of devising strategies, policies, media plans, client servicing, account planning,
market recognition and strategic decision-making are not from the fields of management or
advertising. Though, they may be well-groomed for excellence in theenvironment in which
they are functioning, there is always an undisputed difference between those able-
bodied people who are from the field of management and thosewho are not.
And finally, in this field of cut-throat competition where agencies riseand fall
like a pack of cards day in and out, you definitely need professionals
and professionalism in your approach at the time of decision-making and implementation of
ideas.

OPPORTUNITIES :-

There is a tremendous scope for diversifying its paraphernalia as

currently Xebec is just specializing in one particular media.

Secondly, by recruiting and taking more benefits from services of professionals

in this field, Xebec can overcome its problems of Time Management and slow decision-
making. Instead of having too many heads with different contents in them, it
canalways go for quality staff.

Xebec can also concentrate on making some of the eminent personalities as its
BrandAmbassador, which it has already started as is evident from its forthcoming
contractwith a cricket star named Salil Ankola. If it continues to do so on these
lines it canlead to more aggressive response for its clients’ products and services.

THREATS :-

Xebec also does not make a SWOT analysis of its clients at the time of taking
anassignment. This also exposes it to a major threat of losing its own ground in its
fielda s n o t m a n y o f i t s c l i e n t s a r e t o o r e p u t e d , w e l l -
o r g a n i s e d a n d a w a r e o f t h e i r requirements.Another major threat to the growth
and development of Xebec is its over-dependenceon Print Media. That is to say, Xebec has
not taken too many efforts of diversificationa n d g r o w t h i n t o o t h e r m e d i a . I t i s
q u i t e u n d e r s t a n d a b l e t h a t i n t o d a y ’ s w o r l d t o remain sellable in the
market you have to keep on diversifying yourself into other fields which this
agency is not very much keen in today, there is a definite threat onits future
existence. Survival is first, growth afterwards and just trying to be a master in one amidst a
crowd of experts who are Jack of all trades is not at all a good sign for any organization.

CASE STUDIES

1. KIMBERLY CLARK

Brief

Associate Kimberly Clark with personal hygiene by a campaign encouraging peopleto adopt
health habits and educate offices and hotels about the importance of givingtheir employees
and guests access to hygiene products.

Execution

A Poster Campaign placed in and around washrooms (where Kimberly

Clark's p r o d u c t s a r e m o s t u s e d ) r e m i n d i n g p e o p l e a b o u t t h e i m p o r t a n c e
o f p e r s o n a l hygiene with a byline by Kimberly Clark.
Result

A direct association between Kimberly Clark and personal hygiene and increasedusage of
Kimberly Clark products and supplies.

2. KINETIC
2.1) Brief

Relaunch Kinetic Honda Marvel and build on Kinetic's reputation as an all family2 wheeler
maker. Create a new buzz around the Marvel as an exciting bike.

2.2) Execution

A series of concurrent road-shows and test rides all over India handled by
our e v e n t s d i v i s i o n w i t h l i v e p e r f o r m a n c e s b y I n d i a ' s m o s t e x c i t i n g a n d
t a l e n t e d performer - REMO - to stir up the excitement.

2.3) Result

Excitement about Marvel and renewed interest in the scooter and Kinetic.

3. THYSSENKRUPP
3.1) Brief

To occupy mindspace as a core infrastructure sector/industry player.

3.2) Execution

A creative campaign in Indian and foreign magazines and journals close

l y targeted at industrial decision makers.

3.3) Result
Increased awareness of ThyssenKrupp activities and brand recall as a hi -
techGerman company. ThyssenKrupp continues to be a valued client.

4. INDIACOM

4.1) Brief

Build the INDIACOM brand as a most easily accessible and widely disseminatedyellow pages
directory.

4.2) Execution

Strategic press spots and hoardings timed with the beginning and end
o f t h e bookings period designed to drive demand for ads and insertions and
increaseawareness of the INDIACOM edge.

4.3) Result

More recall for the INDIACOM brand as the most easily accessible and
widelyd i s s e m i n a t e d y e l l o w p a g e s d i r e c t o r y r e s u l t i n g i n m o r e p l a c e m e n t
s i n t h e i r directory.

5.LIPI DATA SYSTEMS

5.1) Brief

Position LIPI as a total data solutions company with a wide range of high quality print
solutions for small businesses and corporate

5.2) Execution

A creative campaign focusing on the flexibility of LIPI printing solutions.

5.3) Result

Increased awareness about the LIPI brand name as a provider of superior printingsolutions.
6. INTELLIGENT INVESTOR

6.1) Brief

Raise Intelligent Investor's profile through high powered personal fina

n c e exhibitions in the metros
.
6.2) Execution

A series of full page ads in outlook and Intelligent Investor designed to engage thereaders
attention by trumpeting the sheer volume of financial services and free advice on
offer.

6.3) Result

A tremendous response to the personal finance exhibitions lead ing to

increasedawareness about Intelligent Investor and an increase in its brand equity.

7. CENTURION BANK

7.1) Brief

Establish Centurion Bank as a one stop shop for all banking needs with
superior banking services for small customers.

7.2) Execution
The target audience was identified as the small customer who was perhaps
notgetting the best service in big banks. The creatives were designed to inform
himabout Centurion Bank's thrust towards them.

7.3) Result

More new accounts for Centurion Bank with its brand firmly
established amongthe smaller customers.

8. DISHNET DSL

8.1) Brief

Leverage Dishnet strengths as the only DSL high speed ISP provider in
t h e country. Target soho and heavy net use rs promoting the benefits of high
speedaccess.

8.2) Execution

A creative campaign bringing out the cost and speed advantages of broadband.

8.3) Result

Increased interest and awareness about broadband Internet access,

establishingDishnet DSL as the pioneer in broadband technology and generating inquiries
andsales.

AWARDS & ACHIEVEMENTS :

Best Radio Jingle

[A refreshing jingle for Electronica Leasing & Finance Ltd’s Fixed Deposit Schemes]

CEAD - Best Radio Jingle

[An innovative jingle for Kinetic Spark which was set in a folk tune]
Trade Fair/Exhibition Design
[First prize for Kinetic Honda stall at Auto Expo ‘98]
[First prize for “Impressive Stall & Innovative Displays” at TECHEX-6 at WorldTrade Centre, Mumbai,
November ‘98]

WHO’S WHO IN XEBEC ?

People make all the difference, nurturing talent and allowing space for independent thought
and initiative are our hallmarks which explains the lowattrition rates.

Key people behind the success of Xebec are –

Kiran Bhat - Chief Executive

Anil Bhat - Executive Director
Vincent Sebastian - Branch Manager
Radhika Akolkar - Account Director
Samir Wagh - Manager (Media & Events)
Sandeep Ghodke - Art Director
Anil Rane - Asst. Art Director
Abhay Bengeri - Branch Director
Praveen Meloth - Sr. Account Executive
Bhavana - Sr. Account Executive

DIVISIONS OF XEBEC M.A.R.S.

Our in house Research division - an independent profit centre - allows clients

to identifycustomer preferences, trends, deliver a more focused message and track
customer response.M.A.R.S. delivers professional research services within the Xeck
Studies... Focus Groups... Prea n d P o s t L a u n c h S u r v e y s / S t u d i e s bec
umbrella.M.A.R.S. Services:Qualitative and Quantitative Research...
Dipsti. . . F e a s i b i l i t y R e p o r t s . . . C u s t o m e r S a t i s f a c t i o n Surveys... Dealer Audits...
STELLAR - P.R.
In today's fast paced media driven world with shrinking attention spans, PR is animportant
vehicle to increase mindspace and mindshare.

Stellar is a Xebec group company run by experienced PR professionals with strongcontacts in

press and TV for national coverage.

COUSTOMER CONNECT

C2 is Xebec CRM arm with specialized Direct Marketing and Customer Response skills