A

SUMMER INTERNSHIP PROJECT REPORT ON

“OPERATIONAL PROCESS OF ADVERTISING AGENCY”

SUBMITTED To

L.J. Institute of Computer Application

In requirement of partial fulfillment for degree of

Master of Business Administration
In
Gujarat Technological University
UNDER THE GUIDANCE OF

Mrs. Rinal Shah

Submitted on:

Submitted by: Aneri Gandhi

Enrolment number:

MBA SEMESTER:

Batch No:
1
 Certificate

Certified that this comprehensive project report titled ―Title‖ is the bonafied work
of Student Name (Enr. No. 117290592024) who carried out the research under my
supervision. I also certify further, that to the best of my knowledge the work
reported herein does not form part of any other project report or dissertation on the
basis of which a degree or a work was conferred on an earlier occasion on this or
any other candidate.

Date:

Place: Ahmedabad Signature of the student

It is certified that the work mentioned above is carried out under my guidance.

Date:

Place: Ahmedabad Signature of the faculty guide

2
 DECLARATION

I, Aneri Gandhi (Enr. No.) hereby declare that the report for Comprehensive
Project “OPERATIONAL PROCEDURE OF ADVERTISING AGENCY” is a result of our
my work and our indebtedness to other work publications, references, if any,
have been duly acknowledged.

Date: Aneri Gandhi

Place: Ahmedabad

3
 ACKNOWLEDGEMENT

A summer project is a golden opportunity for learning and self-development. I

consider myself very lucky and honored to have so many wonderful people lead
me through in completion of this project.

I have great pleasure in expressing my gratitude to Mr. Sanjay Chakraborty, Vice-

President at Triton Communications, who helped me get this opportunity to do my
internship at Triton Communications.

My grateful thanks to Ms. Priyanka Sharma, employee at Triton

Communications who took time out to hear, guide and keep me on correct path. A
humble ‗Thank you.

I would like to thank Mr. Siddharth Bist (Dean of L.J Institute) & Ms. Neha
Mehta, (Professor, L.J Institute), for helping me to get such an excellent
opportunity.

Last but not the least there were so many who shared valuable information that
helped in the successful completion of this project.

Aneri Gandhi

4
 PREFACE

In every field of education imparted to the student, working on project plays an

immense role in bringing out and exhibiting the qualities which is helpful in
implementing student‘s knowledge in the practical life.

In spite of the theoretical knowledge gained through classroom study, a person is

incomplete if not exposed to the ground realities of the business world. He may
have to face many professional hurdles after his graduation; these will be difficult
to overcome without any firsthand experience of business. In this context, 6 weeks
of summer training has been designed to make the person aware of the happenings
of the real business world

A project training is a temporary endeavor, having a defined beginning and end

(usually constrained by date, but can be by funding or deliverables), undertaken to
meet unique goals and objectives, usually to bring about beneficial change or
added value. The temporary nature of projects stands in contrast to business as
usual (or operations), which are repetitive, permanent or semi-permanent
functional work to produce products or services.

When it comes to the practical knowledge in ‗Marketing field‘, there are immense
areas to be specialized in. One can go for market survey and the study of the
marketing strategy or to study about the process of Marketing Department in the
Firm.
5
Getting the deep and practical knowledge of this field can be of great help to the
students who are interested in Marketing. This kind of training and projects can
help the students to use their theoretical knowledge on the practical aspects of the
field.

This project on “Operational Process of Advertising Agency.” at Triton

Communications is based on understanding the operation procedure of an
advertising agency as a whole. I have taken care to deal with the prescribed topics
in sufficient depths and in a very lucid language.

6
 EXECUTIVE SUMM ARY

As the requirements for the management program, MBA students have to

undergo summer training at an industry level for 6 weeks. I have got that
opportunity to this project from a world-wide known Advertising Agency; Triton
Communications.

As a part of my project work I worked on the topic “Operational Process of

Advertising Agency.”

Project Report is divided into 2 parts viz: organization‘s operational procedure

study and market research and project work done for the clients of Triton
Communication.

The initial part of this report is done from the basic information of the company
which includes General information about the company which consists of its
history and development and the information about its all functional areas.

The later part is of the specialization area. This part starts with back ground of the
study of the project report. The part contents the literature review about the
advertising.

In the last part, it is the detailed description of how to advertise the product,
where I have prepared a list of knowledge, skills and attitude required by
employees working at different functional areas and doing a project.

Projects are the back bones of the company and when projects are undertaken
employees from different departments come together and work as teams for the
completion of the project.

7
The topic which I have chosen for my SIP is new for me. I had to go through a lot
of work to understand the basics of Advertising. Also I had to go through the
concept of advertising and how it‘s useful for the brands. It was a great learning
indeed.

8
 TABLE OF CONTENTS

PAGE
SR.NO PARTICULARS
NO
Declaration Iii
Acknowledgement Iii
Preface Iv
Executive Summary Vi
Table of Content Viii

9
10
 Introduction to Advertising & Advertising Industry

 Advertising is a form of communication for marketing and used to

encourage, persuade, or manipulate an audience (viewers, readers or
listeners; sometimes a specific group) to continue or take some new action.
Most commonly, the desired result is to drive consumer behaviour with
respect to a commercial offering.

 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 Advertising Agency or ad agency is a service provider that works for

clients to create an effective and goal oriented advertising campaign aimed
at representing the Company positively in the eyes of its target customers.

 According to American Association of Advertising ―An advertising

agency is an independent organization of creative people and business
people who specialize in developing and preparing market plans,
advertisements, and other promotional tools‖.

 The Indian advertising industry is talking business today. It has evolved

from being a small-scale business to a full-fledged industry. It has emerged
as one of the major industries and tertiary sectors and has broadened its
horizons be it the creative aspect, the capital employed or the number of
personnel involved.

11
 Indian advertising industry in very little time has carved a niche for itself
and placed itself on the global map.

 Indian advertising industry with an estimated value of Rs13, 200-crore has

made jaws drop and set eyeballs gazing with some astonishing pieces of
work that it has given in the recent past.

 The creative minds that the Indian advertising industry incorporates have
come up with some mind-boggling concepts and work that can be termed as
masterpieces in the field of advertising.

 The Indian advertising today handles both national and international

projects. This is primarily because of the reason that the industry offers a
host of functions to its clients that include everything from start to finish that
include client servicing, media planning, media buying, creative
conceptualization, pre and post campaign analysis, market research,
marketing, branding, and public relation services.

 Traditionally, most agencies have four main functions — client servicing,

media planning and buying, creative, and account planning.

12
 Introduction to Triton Communications

 Outstanding business ideas, is what Triton communication is all about. It

strongly believes in the philosophy that ―you are what you do, not what
you claim. They do not disguise words. Nor do they believe in throwing
themselves at anyone‗s head. Instead what really work for them are ideas.

 Big ideas always add value to their client‘s brands and businesses. Their
main job is to provide with Communication solutions that translate into a
sustainable competitive edge for their clients in an otherwise overcrowded
market place. They are always shifting the market to benefit their clients.

 Since their inception in year 1991, they have come a long way by pushing
creativity to newer frontiers. This success is backed by their strong
understanding of India‗s multicultural values and by having a deeper insight
of what their clients really need. Small, cogent unit works with the discipline
of a larger agency to ensure greater growth for their clients. Triton aspires to
Build brands that footprint each region of India. Consistent financial goals
and aim to always grow is their strength. Their healthy management has
capacity to produce a steady growth in earnings through thick and thin.

 As a member of ICOM, a network of independently owned and operated

advertising and marketing communications agencies, they provide their
clients with access to markets in over 50 countries globally, ensuring growth
for their clients in India and across the globe.

13
Values they hold:-

1. Integrity:

They believe in being straight, honest and fair with their clients, their people and

their suppliers.

2. Dedication:

More attention; more commitment; more energy. They always strive to achieve

the highest standards in everything they do.

3. Curiosity:

They‗re always curious. They listen. Because they believe that the only way to

generate new ideas is to have an open mind. They are never satisfied with the

status quo as there is always a better way.

14
4. Innovation:

It lies at the heart of everything they do. And they use it judiciously to respond to

the consumers changing needs. They are always searching for an outstanding

business building idea.

5. Rapidity:

They believe that today time is more valuable than money. And their approach

to business stands testament to this belief. Rapid decision making and flexibility

go hand in hand when it comes to advertising industry.

Here are some of the things they do:-

 Film & Television

 Radio
 Press
 OOH
 Direct
 Digital
 Mobile
 Promotions
 Design and Corporate Identity
 Corporate Publishing
 PR / Events / Activation / BTL
 Media
 Integrated Marketing Solutions

15
Brands that Triton Communication is associated with:-

 Adani Wilmar Ltd.

 A.B. Jewels.
 Add Gel Pens.
 Audi –Ahmedabad.
 Silk Mark Organization of India, Ministry of Textile, GOI.
 Department of Information & Publicity, Government of Karnataka.
 Desai Brothers Ltd.
 Eureka Forbes Ltd.
 Force Motors Ltd.
 Government of NCT of Delhi.
 GIC Re.
 Greaves Cotton Ltd.
 Hamdard.
 Indus Steels & Alloys Pvt Ltd.
 Ministry of Railways, Government of India.
 National Egg Co-ordination Committee (NECC)
 Orient Papers & Industries Ltd.
 United Breweries Ltd.
 Vadilal.
 Videocon Industries Ltd.
 Venky‗s (India) Ltd.
 Vini Pvt Ltd.
 Wagh Bakri.
 YES BANK Ltd.
 Zydus Wellness.
 Gujarat Tourism.Gelco
 Ramdev

16
17
 Objectives:-

 To understand the organisation as a whole.

 To understand the operational procedure of all the departments in

the agency.

18
  Introduction to the Project:

There are usually Seven Ad Agency Areas:-

 Account Department:

They work with the agency's clients to write briefs that detail the advertising
that's needed, work with the creative department to develop campaigns, and
work with the other departments to get the campaign produced.

 Strategy Department:

Strategists, or Account Planners as they are also known, research the facts
needed for creating advertising, and strategize the best messages and
methods to use to reach their target audience.

 Media Department:

The media department plans, coordinates and purchases media space to run
advertising that the agency has created.

 Creative Department:

Creative‘s include Copywriters, Art Directors and Production Artists. They

are the people responsible for writing and designing advertising campaigns.

 Interactive Department:

The Interactive Department designs and creates all of the digital components
of an advertising campaign, including websites, banner ads and interactive
applications.

19
 Production Department:

Production includes all the people who help get a job routed internally,
proofread, checked, printed, duplicated, and distributed.

 Administrative Department:

Handles all the internal business of an advertising agency like finances and
human resource. (Admin manager, Delivery boy, Peon)

20
THE PROCESS OF ADVERTISING AGENCY

21
 Client‘s Brief

Brainstorming on the brief by Client Servicing Team

Market Research- Understanding the insights of the

Consumer (Target Group)

Creative Brief given by the client servicing team to

the creative team

Layout options given for creative given to the client

Servicing Department (To be approved by the client)

Studio Manager (also given along is a requisition form)

with all the details about the required artwork)

Artwork is prepared by the studio team and given to

the client servicing executive

Client ad-
campaign
22
 Four Main Departments:-

1. Accounts Department
2. Client Serving Department
3. Creative Department
4. Studio Department

Client Servicing:

The employee in this department has to interact with the client and as well the
agency and get the work done with the creative.

There are many types of designers, including those proficient in graphic design,
web design and even product design. Designers are very valued, as they can take
ideas to the next level and give the finished work a polish that the creative team
could not add.

Studio Manager:

The studio manager has to check the CD before sending the CD for final printing
and see to it that there are no mistakes.

Copy writer/ Art Director:

They write the copy of the ads in the respective language (English, Hindi, and
Gujarati) according to the brief received from the client serving department.
The CW/AD team is given a brief and then works on it together for days, or even
weeks. When ideas are presented and chosen, they will then work together to craft
copy and create visuals for the ad campaign. (AD)This is a job of creative thinking;
execution can be handled by other people.

23
DTP Operator:

The DTP operator have to check the art file and size of the ads and have to make
final art work CD; They have to check the file before making the final art work
CD.

Visualizer:

A visualizer, as per the brief design ad options in accordance to the brief makes
changes. If it gets approved than he has to send it to the studio for final art work

Admin department:

They take care of all the office work; they keep an eye on attendance, stationery
work, delivery.

24
  Some Projects I Have Worked On:-

1) I have worked on AB Jewels one of the biggest clients of the agency.

History of AB Jewels:-

They started with a small jewelry showroom in

1950, at Nagar Sheth market in Ratanpole,
Ahmedabad by the name M/s. ARVINDBHAI
BECHARDAS JEWELLERS.

Bejeweled with a policy of Quantity, Purity & Trust,

and earnest support from valued customers, they
prospered and succeeded in putting a regular growth
pattern in our business.

Apart from providing Quality and Purity, they have

understood the importance of Trust & Service in
jewelry trade, and have always stood by their age
old Indian ideology of “Customer is God”.

25
 To provide a more spacious place for their customers, they
have continuously added up more floor space of their
Ratanpole showroom. First from One shop to Two adjacent
shops in the year 1990 and then yet another, in the year
1999 to make it three adjacent shops in a single stretch.

On 31st May, 2004, they took a large leap forward, by

adding altogether a different location, as a new showroom,
at one of the most prestigious location of Ahmedabad
(Satellite).

To keep abreast with the market trend and to let them

known by a shorter and a sweeter name , they named this
showroom as AB Jewels

The brand “AB Jewels “ . . .

leaving no stones unturned, have put up immense efforts in building up ‖AB
JEWELS‖ as a very solid brand of it self. Today the brand of ―AB JEWELS
―has found strong footage, among the very large segment of market in the whole
of Gujarat.

Already a sprawling single floor showroom at AB JEWELS, Satellite, they once

again executed an expansion of the showroom space, with the ―1 > 2 > 3‖
formula, as at Ratanpole. Them acquiring the adjoining Ground floor and then
the first floor.

AB JEWEL, is now, a full fledged three storied jewelry Mall…. With

exclusive showrooms on separate floors…

Carat & Cents …a Real Diamond jewelry showroom … at Ground floor

Golden Attire … a 100 % BIS Hallmarked Showroom of Gold & jadtar

ornaments … at Ground floor
26
Silver Ornate…a Showrooms of Silver ornaments, Silver articles & Fashion
jewelry… at Ground floor

These showrooms are all interconnected, one above the other, with a
special in-house Lift. The Cafeteria has gained immediate popularity amongst
their customers, coming from outside the town & looking for a quick bite… no
matter, serving mineral water looks un-important against that.

No wonders, AB JEWELS is now popularly accepted, as one of the most

powerful, Trusted and respected brand in the jewelry market

Quality & Achievements ….

They have been a BIS licensed jeweler,

since the inception of the BIS, in year
2000 and maintain a 100 % Hallmarked
stock in Gold ornaments.

Diamonds & diamond jewelry at AB

JEWELS are certified for their genuine,
grade & color.
Precious & Semi-precious Stones are
guaranteed for their genuine nature,
quality, & purity.

27
  Research Methodology:- (AB Jewels)

I. Statement of Problem:

“Study on the Consumer Preference (Research).”

II. Objective of research:

This project aims at:

 Understanding the store in detail.
 Detailed study of the consumer choices and preferences for Diamonds.

A brief study of all the parameters related to store.

28
III. Setting the area under the study:

The area of the research study is AHMEDABAD (AB Jewels Store).

IV. Collection of Data:

Secondary data collection with the help of AB Jewels past projects and also
from internet like all web sites for example www.abjewels.com,
www.google.co.in, www.wikipedia.org

29
  Analysis:-

GENRE OF CUSTOMERS (IN AGE)

Second

First

Ground

0 5 10 15 20 25 30 35 40 45

 Findings:-

 The main customers of the Diamonds are middle aged business class people
(25-40yrs and 50-70 yrs. - 10%) who have basic knowledge about diamonds.

 Gold section is usually visited by people from rural areas who consider gold
as a long term investment.

 Mostly people between 20-40yrs visit the Silver section.

30
 AVG. TIME SPENT BY CUSTOMERS (IN MINS)
100
90
80
70
60
50 AVG. TIME SPENT BY CUSTOMERS
(IN MINS)
40
30
20
10
0
Ground First Second

 Findings:-

 The most visited time in the diamond section is usually between 1p.m-3p.m
and after 4p.m. The average time spent by the customers who intend to
purchase is approx. 1hr.

 The maximum walk ins in the gold section would be after 1p.m and it
continues. Customers interested in buying gold usually spend 1.5 hrs. on an
average in the store.

 The maximum walk ins in silver section is usually after 1 p.m. Here
customers spend 30 mins on an average here.

31
 AVERAGE CONVERSION RATE (IN PERCENTAGE)

30

60

Ground
First
Second

90

 Findings:-

 The average conversion rate of customers in diamond section is 90%.

 The average conversion rate of customers in gold section is around 80-85%.

 The average conversion rate of customers in silver section is 50-60%.

32
FLOORS CUSTOMERS CONSIDERATIONS BEFORE
PURCHASING

Ground Cut, carats, cents and price of the

ornament

First Pure gold, gms of gold, labor prices, and

the long lasting nature of the ornaments.

Second Durability, price and size.

 Findings:-

 The people belonging to upper class families and educated people. These
customers usually consider the cents or carats of the diamond and the
cuts of the diamonds before purchasing.

 Gold section is usually visited by people from rural areas who consider
gold as long term investment. These people usually focus on the weight
of the gold and consider purchasing pure gold jewellery to get a buyback
in future.

33
Work Done By Me on AB Jewels:-

 Conducted a research on the consumer preference for the purchase of

Diamonds.

 Detailed study on the store layout, consumer insights and the store facilities
& collection of jewellery in details.

 As well interacted with the consumers and the sales personnel on each floor.

 Prepared a detailed report as well as a presentation on the observations, for

the client.

 Attended a meeting for the print ads to be released for the discount offer in
august as well made a presentation on the 4 C’s of Diamond.

 Helped with the Standees and Leaflets layout and scripts, being prepared
for AB Jewels showroom.

 To study the way of presentation and jewellery collection by other jewellery

brands, visited the jewellery exhibition held at YMCA Club on 5-7 July.

 A great deal of visitors came at Asia International Jewellery Show.

 Around 200 exhibitors were expected at the Asia International Jewellery

Show to discuss their industrial trends along with displaying all their
products and services to visitors.

 Among the products on show would be jewellery, diamonds, gem stones,

various different kinds of aesthetic wear and more from designers, top
brands, retailers, stone merchants and many more.

34
 There were several jewellery brands that had put up their stalls in the
exhibition like:

There were round about 20 stalls.

 KP Sanghvi
 KR Sons
 Aaditya
 Pachchinagar Jewelers
 Vaishnavi Jewels
 Charu Jewels
 Narayan Jewels
 Mangalam Jewels
 Gharenu
 Premji Vaalji
 Kalajee Jewelry
 K.G Gems
 BR Designs(surat)
 Parumma
 S&K Diamond
 Gold Roof
 MN Jewels
 Alite Ornatto

35
36
37
 2) Research on Yes Bank Pvt. Ltd.:-
About Yes Bank:-

 Yes Bank is a private bank in India.

 YES BANK has received significant national and international recognitions

which include Dr. Rana Kapoor, Founder, MD & CEO being recognized as
the Entrepreneurial Banker of the Decade (2001-2010) by Bombay
Management Association; Business Standard Banker of the Year – 2011

 India's No. 1 New Private Sector Bank in the Financial Express-E&Y Best
Banks Survey 2010, India's Fastest Growing Bank of the Year at the
Bloomberg UTV Financial Leadership Awards 2011.

 YES BANK received certification for its 'Complaints Management System

(ISO 10002:2004)' by the British Standard's Institution (BSI) as on August
25, 2010. The Bank was also awarded the ISO 27001:2005 Certification for
its 'Information Security Management System' by BSI.

 In 2010, the bank announced the roll-out of a strategic blueprint, named

Version 2.0 of the bank, to further accelerate its business growth in the retail
banking space, with the objective to achieve by 2015, a balance sheet size
of 1,50,000 crore, deposits of 125,000 crore, advances of 100,000
crore, a pan India network of 900 branches and a human capital base of
12750 by 2015

38
YES BANK deals in the following 5 business lines-

a) Corporate and Institutional Banking

The Corporate & Institutional Banking (C&IB) business at YES BANK provides
financial and risk management solutions to clients.

b) Commercial Banking
With its sector-specific products and services under commercial banking YES
BANK supports Emerging Corporates.

c) Branch Banking
Business and Retail Banking

Business Banking:-

YES Bank caters to all the service requirements of these SME's across various
product segments like Cash Management, Payment Solutions, Direct Banking,
Liabilities and Investment Management, Trade services and advisory.

Retail Banking:-
Retail Banking caters to the banking & wealth management needs of individuals
and small businesses. Customers are currently being served through a branch
network, of over 430+ branches across the country with 1000+ ATMs, and Internet
Banking facilities.

d) Indian financial Institutions

IFI helps various relationship and product managers to offer a wide variety of
products including Debt, Trade Finance, Guarantees, Treasury Services, Working
Capital Finance, Cash Management & Transactional Services, Liabilities and
Investment Management, and Liquidity Management Solutions to its customers.

39
 e) Investment Banking
YES BANK's Investment Banking division consists of domestic and cross-border
Mergers and Acquisitions, Joint Venture Advisory Services, Private Equity
Placement as well as Merchant Banking Services across select industry verticals.

Corporate Finance:-
(http://corporate.indbankonline.com/documents/Yes%20Bank%20Ltd%20-
%20Update.pdf http://www.cio.in/ceo-interviews/yes-change-rana-kapoor-
founder-and-md-yes-bank) YES BANK's Corporate Finance practice offers a
combination of advisory services and customised products to optimise risk based
on "Knowledge Arbitrage".

Financial Marketing:-

The Financial Markets (FM) business model provides Risk Management solutions
related to foreign currency and interest rate exposures of clients.

40
Yes Bank sponsorship in IPL 2013:-

Yes Bank has signed a five-year contract with the Indian Premier League
(IPL) as an official partner and on-ground sponsor.

In the financial services category, Citi was the official on-ground sponsor of
the IPL till IPL season 5. But, it did not renew its deal for this season.

For the sixth season, IPL has got only Pepsi (title sponsor) and
Vodafone (associate sponsor) so far as sponsors. While Pepsi had won the
title sponsorship for the next five years, Vodafone had renewed its
association with IPL last year.

Rana Kapoor, Founder, MD & CEO, Yes Bank said, ―IPL is the foremost
event property in India, which through its vibrant & innovative platform
brings together the entire country, irrespective of regional or demographic
diversity. They said, we are confident that YES BANK’s association with
IPL for 5 years will facilitate our brand recognition, and further propel our
pan India Retail Banking franchise. We look forward to deepen our
relationship with our stakeholders through various exciting and creative
initiatives around the IPL in our Retail branch serving areas across India.‖

41
42
Research:-
Objectives:-

To understand the impact of IPL association on brand YES BANK

Methodology:-

One on one consumer interviews.

Respondent Profile:-

Males, 25-44 years, SEC A (Graduate with Post Graduation), having a savings
bank account, Decision makers fully/ partly, Users + YES BANK Aware non users
(Should be a mix of.. Salaried- Junior/ Middle/ Senior level executives in
marketing, finances, IT, FMCG, FMCD, Education, Stock Brokers/ Analysts and
sales. Self- Employed- Consultants, Free Lancers, Doctors, Lawyers and teachers
with their own classes or tuition centre).

Sample Size & Centres:-

15 Respondents.

All the interviews were to be recorded on good quality cams and should be audible.

43
ANALYSIS:-

Q- Which brands do you remember advertised during IPL?

AIRTEL

YES BANK

PERCENTAGE
COCA- COLA

PEPSI

0 20 40 60 80 100

44
Q- Do you remember any other bank‘s advertising during IPL?

100

90

80

70

60

50
PERCENTAGE
40

30

20

10

0
YES BANK CITI BANK MAX LIFE ICICI
INSURANCE

45
Q- Do you remember any YES BANK advertising on IPL? If yes, than what do

you remember?

95 98

MAXIMUM SIXES
BEST CATCH
BANNERS ON THE GROUNDS
LONGEST SIX

85
90

46
Q- Any particular message you remember about YES BANK?

100
90
80
70
60
50
40 PERCENTAGE
30
20
10
0
MAXIMUM LOGO 7 WAYS TO EK HAAN JO
SIXES SAY YES BADAL DE
AAPKI
ZINDAGI

47
Q- What was you perception about YES BANK before IPL?

DID NO HEAR ABOUT IT

PRIVATE SECTOR

PERCENTAGE

SMALL BANK

0 10 20 30 40 50 60 70 80

48
Q- What is your perception about YES BANK after IPL?

100

90

80

70

60

50 PERCENTAGE

40

30

20

10

0
PRIVATE WANTS
BANK TO EXPAND BUSINESS
NO PERCEPTION
TRUSTWORTHY BANK

49
Q- Would you like to invest in YES BANK in future?

MAY BE

NO

PERCENTAGE

YES

0 10 20 30 40 50 60

50
Work Done By Me On Yes Bank:-

 Yes Bank wanted to know the Impact of their Advertising in IPL 2013, on
the people.

 Hence I was asked to interview 15 people.

 Advertising in IPL has definitely helped YES BANK to build its image in
the market.

 A detailed study on the, that advertised during IPL and as well the YES
BANK‘s advertising.

 All the interviews were video recorded and than they were sent to Mumbai
in a CD.

51
 3) Orion Service Apartments:-

 Orion serviced apartments, a professionally managed property in the

hospitality sector, a fresh brand, modern appealing and highly relevant and
each serviced apartments are convenient, contemporary, featuring clean
design and well equipped.

 Orion serviced apartments operate with the philosophy of providing the best
living well in Ahmedabad with apartments that are spacious, bright and full
of comfort.

 They believe in customers greatest comfort and care. The idea of Orion
Serviced Apartments was created along with customers in mind. The Orion
team is committed to delivering each and every guest preference and
excellent service and performance.

ORION–Meaning&Experience

 ORION, a group of brightest stars in the eastern sky. It also means ―Coming
forth as light from the heaven‖. Old Greeks talked about a great hunter who,
upon death, was placed in the sky for all to admire and recall the heroic
things Orion had done on earth. Myths surrounding the constellation of
Orion abound everywhere, perhaps because it appears in the sky above and
visible from every inhabited place in the world.
52
 Imagine a world where you can enjoy the best features with all the
advantages of customers very own apartment and the vision to serve top-tier
travelers and long staying guests in gateway city throughout.

 ORION serviced apartments, whose passion is to express the essence of

hospitality in the luxury hotel market through recognizing each guest‘s
personal preferences while providing unparalleled amenities. The Orion
experience is the sense of being an honoured guest completely at ease and
warmly welcomed by a staff dedicated to knowing and serving with pride.

Some facilities provided by ORION SERVICED APARTMENTS:

 LED TV
 All latest channels & movies
 Round the clock hot & cold water
 Refrigerator
 Sufficient Wardrobe
 Comfortable Sofa
 Induction cooker
 Crockery‘s & Utensils
 Split Air-condition
 Semi -Kitchenette
 Microwave Oven
 Hot water geyser
 Large Bed
 Wardrobe
 Dinner Set
 Frying pans / Utensils
 Safety Lockers
 Direct Dialing

Services

 Fully Hi-speed internet WI-FI connectivity

 CCTV camera‘s on each floor corridor
 Fire safety with alarm
 24 hours Room Service

53
  24 hours professional Security guards
 24 Hour reception staff
 Major credit cards accepted
 Doctors / Ambulance on emergency
 Travel desk
 Air Ticketing
 Forex Exchange
 Laundry services
 Valet parking
 Power back-up
 Ambience Parking area

Complimentary Services Offered

 Airport Transfers
 Bed tea
 Housekeeping services

54
Work Done by Me on ORION SERVICED APARTMENTS:-

 Orion Serviced Apartments are situated at Changodar, hence to

understand the competition prevailing in that area did a research on
the hotels or service apartments situated at Changodar.

 To understand the segment for promoting the brand research on all

the industries situated nearby and in Changodar.

 To know the prices prevailing in other areas did a research on the

tariff and facilities provided by different serviced apartments and
hotels in Ahmedabad.

 Prepared a presentation on the same to present it to the customer.

 Searched for some tag lines for the apartment and made some
jingles for the same.

55
56
57
 LITERATURE REVIEW:-

Keep yourself Focused:

Figure out your message and stick to it. Every advertisement, no matter what kind
it is, has a basic core message. This might be about a sale, about your building or
company name, or it might be something more precise like you have a good
customer service.

Take a look into your customer’s mind:

Why exactly do certain advertisements appeal to certain people? The most

obvious solution would be a matter of interests. Men who enjoy home
improvement will be drawn in by a home improvement advertisement. You play
up the interests that you know they have.

Designing Ads? Remember the Reader:

When you are creating advertising design for the newspaper, magazine or direct
mail, what do you think might be one of the most important considerations? If
you answered readability,
LITERATURE REVIEWcongratulate yourself.

58
 Other Work Done by Me:

 Made a presentation on the Interior Designers Advertisements.

 Jotted down a list on brands focusing on youth in Ahmedabad and 3 star, 4

star & 5 star hotels in Ahmedabad.

 Made a list of brands focusing on kids and downloaded the TVCs of these
brands.

 Found out the case studies for the brands focusing on kids.

 Made storyboards for all the advertisements of Cadbury.

 Found out some advertisements of service apartments to get some ideas to

advertise.

 Searched for some tag line ideas for Orion Serviced Apartments.

 Found the list of print ads for HAVMOR, FASTRACK, FOREVER,

DOCOMO, LEVIS, TIFFANY’S, etc.

 Attended two meetings with my guide at AB JEWELS.

59
 LEARNING:-

 Importance of Advertising for a product / brand.

 Functioning of an advertising agency and importance of each

department in the agency.

 Role of Client Servicing person in the agency.

 Process of making a new creative, from taking the brief from the client
to delivering the required output to the client.

 Importance of corporate communication.

 The art of presenting the client with a new strategy and campaign.

 Making corporate presentations.

 The technicalities of giving the final artwork of the creative to the client.

 Delivering the jobs to the client as per the deadlines.

 Market Research – From designing the Questionnaire, Field

Work and analysing the same.

60
 ANNEXURES:-

1. Research questions for AB Jewels:-

 Studying the entire store in detail- section on each floor, items

available on each floor and sales staff allocated in each section.

 Understanding the sales staff and their way of attending the

customers- do they just show what is asked or show other things to
the customers too?

 Understanding the genre of the customers coming to the store.

 What time are the maximum walk ins in the store?

 What is the average conversion rate of customers?

 What do customers consider while buying diamond?

 Is the sales staff aware about the 4 C‘s of diamond?

 Are there any specific demands of the customers regarding the

jewellery?

61
 Practices carried out in the store?

 Sales staff experiences with the customers?

2. Research questions for Yes Bank:-

 Did you watch this year‘s IPL?

 Which brands do you remember advertised during IPL?

 Do you remember any other banks advertising during IPL? If yes than what
do you remember?

 Do you remember any YES BANK‘s advertisement on IPL? If yes than

what do you remember?

 Any particular message you remember of YES BANK during IPL 2013?

 What was your perception about YES BANK before IPL?

 What is your perception about YES BANK after IPL?

 What are the various thoughts that come to your mind about YES BANK?

62
  BIBLIOGRAPHY:-

Philip Kotler

http://www.yesbank.in/

www.abjewels.com

http://www.wikipedia.org/

www.orionservicedapartments.com

www.tritoncom.com

http://www.google.co.in

http://www.bing.com/

63