Amity

Business school
(Amity University)

A PROJECT REPORT ON
Advertising
“Channel
Technologies”

Submitted To:-
DR. PARUL JHAJHARIA
HOD (HR)
AMITY BUSINESS SCHOOL
 Submitted by:-
Paras Suri
(H39)
Shekhar Tyagi
(H41)

CONTENTS

• Introduction to Advertising
• Company Reffered- Channel Technologies

• Company Profile & History

• Mission & Vision
• Strategy
• SWOT

• Strategy formulation and implementation process

• 5 P’s of SHRM
 • HR system
• Different Models

Introduction
An advertising agency or ad agency is a service business dedicated to creating, planning
and handling advertising (and sometimes other forms of promotion) for its clients. An ad
agency is independent from the client and provides an outside point of view to the effort
of selling the client's products or services. An agency can also handle overall marketing
and branding strategies and sales promotions for its clients.

Typical ad agency clients include businesses and corporations, non-profit organizations

and government agencies. Agencies may be hired to proadvertising campaign.

Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850.
This agency placed ads produced by its clients in various newspapers

In 1856 Mathew Brady created the first modern advertisement when he placed an ad in
the New York Herald paper offering to produce "photographs, ambrotypes and
daguerreotypes. His ads were the first whose typeface and fonts were distinct from the
text of the publication and from that of other advertisements. At that time all newspaper
ads were set in agate and only agate. His use of larger distinctive fonts caused a
sensation. Later that same year Robert Bonner ran the first full-page ad in a newspaper.

In 1864,William James Carlton began selling advertising space in religious magazines.

James Walter Thompson joined this firm in 1868. Thompson rapidly became their best
salesman, purchasing the company in 1877 and renaming it the James Walter Thompson
Company, which today is the oldest American advertising agency. Realizing that he
could sell more space if the company provided the service of developing content for
advertisers, Thompson hired writers and artists to form the first known Creative
Department in an advertising agency.

History of Channel Technologies

Channel Technologies T) was formed in 1998 to provide marketing, technological and
management consulting services. Creation and management of distribution channels was
identified as a clear niche where existing and new organizations are looking for
consulting as well as operational expertise.

In 1999 CT added Direct Marketing to its portfolio of services and has since organised
events all over India designed and executed sales promotion campaigns, fields based
assignments, telecalling and database management activities. We now have a fullfledged
creative design department working on Brochures, Flyers, Posters, Logos, Streamers etc.

In a short span CT has been able to manage the varied requirements of an enviable set of
customers and is widely accepted as a benchmark in its area of operations.
Channel Technologies is headquartered in Delhi and has representations in Mumbai,
Bangalore, Chennai, Hyderabad, Ahmedabad, Pune, Kolkata, Cochin, Coimbatore,
Vishakapatnam, Nagpur, Vadodara, Lucknow and Chandigarh. We have shown
impressive growth over the years since we began.

Some of the organizations which have taken benefit of the CT expertise include
Microsoft India, IBM, Compaq India, Oracle India, Canon India, 3Com, Acer
India, HP, HLL, GE Group and many more.

Channel Technologies has been promoted by two professionals, Ajay ManchandaAjay

and Niraj Davar with a combined IT Industry and management experience of more than
four decades. They have managed large teams, created and managed vibrant distribution
networks, handled hardware and software product management and have also set up and
are running a training organization with a large PC network.

In addition, CT has a team of well qualified, trained and experienced team of

enthusiastic, self driven young people capable of effectively handling the most
challenging of tasks.

Additionally, in all metros, CT has tie-ups with independent business units, each led by
individuals with at least a decade of relevant experience. Like CT, all these associates
have their offices equipped with all necessary infrastructure. Their facilities are available
to CT for any long term or short-term projects. This way CT's reach extends to most
cities of India.

Channel Technologies provides backend and front-end services to companies in the

following areas:

1. Dealer Channel Creation and Management

- Channel Policy, Programs, Manuals, Documentation
- Channel Recruitment
- Merchandising and Retailing Services
- Channel Training and Policy
- Schemes/Promos - From Concept to Implementation

2. Manpower Provisioning
- Sourcing manpower and managing them administratively and functionally

3. Events
- Multi city road shows
- Channel Bonding/Recognition events
- Product Launches
- Premium End user events
- Technology seminars
- Celebrity led entertainment based events

4. Audits / Surveys
- Channel satisfaction audit
- State-of-the-channel audit/Channel profiling
- Database collection activities
- End user satisfaction audit

5. Loyalty Programs
- In house loyalty programs
- Channel/Channel sales persons loyalty program
- End user loyalty program

6. Tele-calling Services – Lead Generation, Data Validation

7. Web based application creation and implementation

8. Data base Management

9. Databases Rental Services

10. Consultancy on Marketing Strategy

11. Direct Mail Activities

12. Creative designing of brochures, newsletters, invitations, branding material etc.

13. Media Panning and Advertisement Release

Vision Statement
Channel technologies is dedicated in providing results-oriented advertising, public
relations, and total marketing support. We are committed to providing products and
services that benefit our clients.

We will maintain a financially strong, growth-oriented company for the protection of

our employees and clients.

Mission Statement
The mission of Channel technologies is to provide results-oriented advertising, public
relations, and marketing designed to meet our client's objectives by providing strong
marketing concepts and excelling at customer service.

We seek to become a marketing partner with our clients.

We desire to measure success for our clients through awareness, increased sales, or
other criteria mutually agreed upon between the agency and the clients.
We are committed to maintaining a rewarding environment in which we can accomplish
our mission.

To our employees, our most important resource, we offer:

A healthy, enjoyable, exciting, and motivational work atmosphere in which individuals

are empowered to take on responsibility, develop and present ideas, educate themselves
and others, and use their talents and abilities to their fullest capacity.

We will continually promote teamwork, quality improvement, and excellence in all

phasesofbusiness.

This environment is upheld and promoted by open and direct communication,

availability of information resources, and an organizational-wide commitment to
motivating employees to reach their maximum potential in everything they do.

To our clients we offer:

A professional marketing system that provides the highest standards of quality and
efficiency where service, creativity, reliability, and integrity are the hallmarks of every
aspect of our work.

Our effort is to ensure that we are satisfying the client's needs and providing materials
that are strategically on target as well as having the ability to produce superiorresults.

Through creative thinking and strategic planning we will reach the marketing
objectives of our clients.

We expect to be accountable for helping our clients obtain measurable goals, which
may include (but are not limited to) sales or awareness.

To our future:

As we build our agency and our relationships with our partners, we will continue to
focus on the long-term health of our company through steady and controlled growth and
search for new and creative ways to work.
Strategy of Channel Technologies
An advertising strategy is a campaign developed to communicate ideas about products
and services to potential consumers in the hopes of convincing them to buy those
products and services. This strategy, when built in a rational and intelligent manner, will
reflect other business considerations (overall budget, brand recognition efforts) and
objectives (public image enhancement, market share growth) as well. Even though a
small business has limited capital and is unable to devote as much money to advertising
as a large corporation, it can still develop a highly effective advertising campaign. The
key is creative and flexible planning, based on an indepth knowledge of the target
consumer and the avenues that can be utilized to reach that consumer.

Today, most advertising strategies focus on achieving three general goals, as the Small
Business Administration indicated in Advertising Your Business: 1) promote awareness
of a business and its product or services; 2) stimulate sales directly and "attract
competitors' customers"; and 3) establish or modify a business' image. In other words,
advertising seeks to inform, persuade, and remind the consumer. With these aims in
mind, most businesses follow a general process which ties advertising into the other
promotional efforts and overall marketing objectives of the business.
Stages of Advertising Strategy

As a business begins, one of the major goals of advertising must be to generate awareness
of the business and its products. Once the business' reputation is established and its
products are positioned within the market, the amount of resources used for advertising
will decrease as the consumer develops a kind of loyalty to the product. Ideally, this
established and ever-growing consumer base will eventually aid the company in its
efforts to carry their advertising message out into the market, both through its purchasing
actions and its testimonials on behalf of the product or service.

With these concrete objectives, the following elements of the advertising strategy need to
be considered: target audience, product concept, communication media, and advertising
message. These elements are at the core of an advertising strategy, and are often referred
to as the "creative mix." Again, what most advertisers stress from the beginning is clear
planning and flexibility. And key to these aims is creativity, and the ability to adapt to
new market trends. A rigid advertising strategy often leads to a loss of market share.

Therefore, the core elements of the advertising strategy need to mix in a way that allows
the message to envelope the target consumer, providing ample opportunity for this
consumer to become acquainted with the advertising message.

TARGET CONSUMER. The target consumer is a complex combination of persons. It

includes the person who ultimately buys the product, as well as those who decide what
product will be bought (but don't physically buy it), and those who influence product
purchases, such as children, spouse, and friends. In order to identify the target consumer,
and the forces acting upon any purchasing decision, it is important to define three general
criteria in relation to that consumer, as discussed by the Small Business Administration:

1. Demographics—Age, gender, job, income, ethnicity, and hobbies.

2. Behaviors—When considering the consumers' behavior an advertiser needs to
examine the consumers' awareness of the business and its competition, the type of
vendors and services the consumer currently uses, and the types of appeals that
are likely to convince the consumer to give the advertiser's product or service a
chance.
3. Needs and Desires—Here an advertiser must determine the consumer needs—
both in practical terms and in terms of self-image, etc.—and the kind of
pitch/message that will convince the consumer that the advertiser's services or
products can fulfill those needs.
PRODUCT CONCEPT The product concept grows out of the guidelines established in
the "positioning statement." How the product is positioned within the market will dictate
the kind of values the product represents, and thus how the target consumer will receive
that product. Whether couched in presentations that emphasize sex, humor, romance,
science, masculinity, or femininity, the consumer must be able to believe in the product's
representation.

SWOT ANALYSIS

STRENGTHS: Keeping in track with latest Technology.High Commitment towards

their workMaintaining standards and costantly reviewing them.Constant Diversification
with a good hold in their respective sectors.

WEAKNESSES: They do not have a proper HR Department.They have to concentrate

more on their marketing policies
OPPORTUNITIES:They have a good future ahead because every industry is looking
for a great advertising campaign to launch its new product in the market and there are less
companies to cater all the needs of the companies as this company does.

THREATS:A lot of companies have forayed into the sector posing a great level of
competition to the advertisers.They cannot afford to provide services below their level of
expectation, else it would be very harmful to their goodwill.

Strategy Formulation and Implementation Process

According to the channel technologies experts the concerns of management in the
development of strategy, are best understood when viewed from two points
(1) The steps necessary to formulate and implement strategy and

(2) the pro-cesses that are used Steps involve:

1. Strategy formulation - deciding in which direction to go
2. Strategy implementation-deciding how the organization is going to get there internally

The processes by which strategies are formulated and implemented involve

1. An intellectual process. A decision maker, through certain methodologies and tools,
thinks through the best way to formulate a strategy and the organizational arrangements
that best suit the orientation chosen or helps managers define better their long-term
orientations.
2. A social process through the planning process, the members of an organization
participate one way or the other in the formulation of strategy. The people's profile and
ability, as well as the CEO's activating mode, will determine whether and how well the
strategies actually "happen." These factors also ensure that the actual behavior within the
organization supports the accomplishment of the purpose.

THE STRATEGIC PLANNING PROCESS

The strategic planning process, of the organization is recognizing, anticipating, and
responding to changes in the marketplace to ensure that resources are directed toward
achieving opportunities that are consistent with the firm's capabilities. Strategic planning
is a formal, long-range planning process that focuses on an organization's basic mission,
objectives, and the long-range strategies needed to carry them out.

The company exhibit a distinct and widely shared culture that directs corporate strategy,
a corporation's culture, like a society's culture, "is reflected in the attitudes and values, the
management style, and the problem-solving behavior of its people. The foundation for the
development of that culture lies in a systematically and comprehensively developed
mission statement.

Market Segmentation and Target Marketing

Market segmentation analysis is fairly well recognized by the marketing managers and
can be thought of as a process of dividing a larger market into sub markets each having,
different demand pattern needs, buying styles, and responses to various suppliers'
marketing strategies. Market segments must be assessed, however, in terms of their
market potential, competition, customer profiles, and the company’s capability in serving
them. How industrial markets are segmented is covered in Chapter Eight. The important
point is that marketing planning cannot be undertaken until the firm has carefully chosen
those markets it is capable of serving. Assessment of potential target markets must be
based on

1. Their current size-which must be sufficient if marketing objectives in terms of sales

volume, market share, profitability, or return on investment are to be achieved.
2. Their potential for future growth-if the firm is to realize a sufficient return for its
efforts to serve a particular market.

3. Whether they are owned or over occupied by existing competition-if the firm is to
assess realistically its capability of penetrating a particular market.

4. Whether there exists a relatively unsatisfied need that the firm can satisfy better than
itscompetitors.
Formulating Marketing Mix Strategy

Once a target market has been identified, marketing strategy can address the components
of product, place, price, and promotion. Table 6-7 briefly outlines the decision areas
covered by these four components.

Decisions with respect to how product lines, features, quality levels, services, and new
product development will be used to satisfy customer needs must be clearly formulated
and integrated with manufacturing, R&D, and technical services.

Since products or services must be delivered to customers when and where they are
wanted, distribution strategy is primarily concerned with developing the right
combination of factors (e.g., inventory levels, storage facilities, and transportation
modes) to ensure consistency with the total marketing strategy.

Promotion strategy defines the manner in which the firm will communicate with its target
market and provides the bases for formulating personal selling, advertising, sales
promotion, and media selection plans. Not only must promotion strategy be consistent
with other strategic components, it must be closely integrated with financial strategy due
to cost requirements.

Pricing strategy, because of its influence on demand and supply, profitability, customer
perception, and regulatory response must be carefully developed in conjunction with
internal factors (e.g., cost, return on investment, and profitability). When strategies in the
four areas of the marketing mix are properly developed, they should produce a synergistic
marketing effect.

Developing Marketing Plans

Marketing planning involves considerations with respect to developing specific mar-

keting activities to implement strategies such as test marketing a new product, training
sales personnel, and developing advertising programs. It also involves developing
budgets, based on realistic sales projections for each of the company's divisions and
products, and allocating those budgets across the various components of the marketing
mix.
FIVE P’S OF SHRM

PHILOSOPHY: The HR looks at the culture of the organization regarding the

empowerment, training and education, teamwork, careers and values. HR philosophy
includes all the activities affecting the behavior of the workers in their efforts to
formulate and implement the strategic needs important to the success of the business

POLICIES: The HR policies links to the philosophies and particular people related
business needs.

PROCEDURES: In the HR programs all the Changes are made which are required to
effect the strategic business needs

PRINCIPLES: The HR practices include the leadership, managerial, and operational

activities.

PROCESSES: In the HR processes there is a interaction of strategic education with line

management i.e. empowerment, ownership and participation.
HR System
1. POLICIES to bring in integrity and policies to make the organization better.
2. a) A disciplined approach and b) a standard format for rewards & punishments,
besides many others.
3. Monetary incentives are not sufficient: the package must include challenge,
personal growth and job satisfaction.
Don't hesitate too long to promote people who have shown ability.
4. competition for talent is intensifying every day, so policies to recruit good talent,
train and retain them
5. It is important that any fraud, misconduct or other serious wrongdoing by any
employee is reported and dealt with through the proper procedures

Communication

There are a variety of tools available to help make communication in a company

effective, including newsletters, presentations, the intranet, e-mail, and employee surveys
Bulletin boards and notices for sending out information and communicating.
Effective communication includes conveying information about expectations, job
performance, products and services, and what the organization has to offer employees,
including information on total compensation, training, and professional development.

Hiring
Orientation should provide certain key information to new employees and make them feel
welcome.also conveying them how to prevent legal problems, such as sexual harassment
training and ethics training.

Benefits & Leave

2 personal leaves in a month and no salary deduction in case you are ill

Discipline Policies act as a tool for dealing with poor performance.

No alcohol consumption in office premises and smoking zone /rooms for those who
smoke but smoking openly is prohibited
HR MODELS FOLLOWED BY Channel Technologies

Matching model
The company recruits people after lots of planning and thereby all the positive and
negative results are analyzed which directly effects the appraisals of the employees. This
method is adopted by the company and all the relevant decisions are taken thereafter. The
company follows this model and then provides jobs to the employees resulting in the
benefit for both the company and the employees.

Warwick model
This model states that the outer affects the inner context of culture, policies, technology,
and output. The company believes that the HR content includes all the aspects like role of
the employees, organizational structure etc. The strength of the model is that it identifies
and classifies important environmental influences on HRM.

Guest model
This model is a popular and acceptable model. This model concentrates on value chain,
behavioral outcome will lead to HR outcome. Through the above mentioned HR polices
and strategies the management is controlled.The model acknowledges close links
between Hrm strategies and general business strategies: differentiation,focus,and cost.It is
the explicit link betweem hrm and performance. It sees high employee commitment as a
vital HRM outcome, concerned with the goals of binding employees with the
organization and obtaining behavior outcomes of increased efforts, co-operation,
involvement and increased organizational citizenship.