AN PROJECT REPORT

ON

BUISNESS DEVLOPMENT STRATEGY FOR A9 ADVERTISING

BY DEEPESH SRIVASTAVA

NAME OF THE ORGANISATION:

A9 ADVERTISING PVT. LTD.

A REPORT ON BUISNESS DEVLOPMENT AND GROWTH IN ADVERTISING AGENCY

By DEEPESH SRIVASTAVA

A report submitted in partial fulfillment of the requirements of PGPM Program of IBS PUNE
DISTRIBUTION LIST:

SUBMITTED TO ANTHONY PILLAI DATE OF SUBMISSION: 25th OF APRIL, 2011.

SUBMITTED BY DEEPESH SRIVASTAVA

AUTHORISATION
I hereby declare that this report on BUISNESS DEVLOPMENT FOR ADVERTISING AGENY has been written and prepared by me during the session 2010-12. This project was done under the guidance and supervision of MR ANTHONY, AND MR SACHIN JAISWAL, Company Guide. This report is submitted as partial fulfillment of the requirement of PGPM Program of IBS Pune.

PLACE: Pune DATE: 25th APRIL 2011

DEEPESH SRIVASTAVA

ACKNOWLEDGEMENT
The sense of satisfaction that accompanies the successful working of this project would be incomplete without mentioning the names of the people who helped me to accomplish this project, people whose constant guidance, support and encouragement resulted in its realization. I am highly indebted to IBS Pune for providing me with the opportunity to be able to do my PROJECT in A9 ADVERTISING AND MARKETING PVT .LTD. My earnest thanks to my company guides, MR SACHIN JAISWAL for their valuable guidance and support in ensuring me a free hand during the course of the work Finally, I am grateful to all my colleagues who have rendered their valuable co-operation by way of encouragement, and well wishes.

Table of content Introduction .. Mission and vision statement Executive summary Company ownership Services of a9.. Market segmentation. Market strategy Business development plan -

A9 Business Plan Structure

INTRODUCTION
Advertising is the promotion of a product or service and is extremely pervasive in contemporary society. To maximize sales, companies will pay a premium for wide exposure through the mass media. Advertising space is common, but not restricted to these realms; billboards, public transportation, movies (product placement), schools, clothing, even bathroom stalls carry ads and the industry is constantly finding new ways to advertise. These are the key elements to be found in every business plan for advertising agency businesses: An introduction and executive summary Products and services outline Advertising Agency business strategy SWOT analysis Business development plan

Introduction
A9 Advertising is a full-service advertising agency, design and marketing company. We service clients from a wide-range of companies, locally and nationwide on retainer or per project basis. Our advertising agency offers solutions to fit any budget. A Flash of inspiration pursuits professional growth. We provide digital media technologies for agency, advertisers and publisher. Our solution for publishers maximise advertising, revenue across all display banners rich media's search ,video and websites.

A9 Advertising will offer its customers the best methods and tools in planning and implementing a successful email campaign. Our campaigns will cut through the mumbo jumbo of mass marketing, increase sales, and enhance customer satisfaction with the company

Vision Statement
A9 advertising and Marketing is dedicated to providing our clients with resultsoriented 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 a9 advertising and Marketing is to provide results-oriented advertising, public relations, and marketing designed to meet our client'objectives by providing strong marketing concept

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

Executive Summary
There are effective strategies that will assure that the company will reach the greatest number of potential customers. A9 Advertising specializes in overall marketing campaigns. A9 will analyze its success in order to improve the company's future campaigns.

Company Ownership
Mr Anthony and sachin jaiswal are the owners of A9 Advertising.

Services of A9
The services offered by A9 advertising cover an overall promotion marketing project in its entirety, from original concept to post-campaign evaluation. The service includes the following:
Print and Design Graphic Design Production Newspaper and Magazine Web Designing Outdoor Advertisements Media Planning and Buying

Market Segmentation
There are no distinct customer groups that A9 Advertising is focused on:

But company focus on medium as well as large enterprises

Marketing Strategy
With over thousands of potential customers in city of Pune A9 Advertising will focus mostly on jewelers, real estate and education sector as in pune there is a huge target market for builders and jewelers and we all know that city of pune is the education capital of India. Taking this on account I work for generating leads under business development campaign on a select group of 500 businesses. I estimate a five percent response rate to the campaign which will generate 25 leads. These leads will then be used to generate business contacts . Sales Strategy A9 Advertising's sales strategy is simple. We will use the email marketing campaign directed at our customer base as a model of what we can accomplish for them. We anticipate that companies will be most accessible to our services. Personnel Plan In addition to owner and director, there will be three other staff members: Secretary/Receptionist Accountant Salesperson

Business development plan Under business development of a9 advertising during my project duration i work in making : Packages of product and services provided by a9 advertising. Maintaining relationship with customers as generation of leads Business plan for launching a9 ideas website

1 A9 IDEAS
INTRODUCTION:
A9 Ideas, a website: A website where an idea is not just the initial step but the backbone of a successful project. A9 idea believes that every idea is unique and powerful and that todays youth are fresh with ideas, dynamic, aware and very talented and when idea meets youth the outcome is successful and powerful project. A9 ideas give a chance to the youth to present their ideas directly to the corporate world where they will be acknowledged and where these ideas can be used.

OBJECTIVES: A9 idea gives a platform for youth to showcase their creative side. A9 is a best platform for our client to get new and fresh ideas. TITLE: A9 IDEA
1. ACTIVITY : 2. Chalk out plan for website designing, survey, and execution of the idea. 3. Conduct survey in 10 colleges on field 4. Create a forum on facebook for discussion and opinions. 5. Data from survey to be converted in statistics. 6. Working on the out sketch of designing the website. 7. Prepare all the documents(idea, survey, statistics, plan of action, plan of execution, requirements etc.) for our clients 8. Reaching out to our clients with concept of A9 ideas.

9. Once our client approve of the project A9 Ideas, start working plan of execution of the website. 10. Creating website

11. Execution of the project A9 Idea. Followed by Promotion and branding of A9 ideas.

ACTIVITY MANAGEMENT: 1. Leader of this project. 2. Creative team consisting of two very creative persons with the knowledge of website. 3. Two web designers working on the idea of the creative team. 4. At least team of five staff member for the survey, promotion and branding and also for various aspects related to client and youth.

Methodology:To take out the information from students is not a easy task at all. So we have to develop a methodological approach Step 1- we have to go to college to recruit interns Step 2- we will show them the presentation of the company Step 3- the selection criteria is a competition about their views on advertising and new ideas so that we can promote our product as well as well get interns.

QUESTIONNAIRE
Name: D. o B.: Course: Year: College: Your hobbies: 1. Writing 2. Photography 3. Painting 4. Sketching 5. Dancing 6. Singing 7. Others : Do you think that what you want? is over shadowed by what you should do? 1. Yes 2. No Do know about websites where you can share your ideas and work?

3. Yes 4. No Name some of them:Do you upload your work on these websites? 5. Yes 6. No 7. Sometimes 8. Never -

If yes, how often do you upload your work? 1. Daily 2. Once a week 3. Once a month 4. Dont remember And if no, will you upload your ideas and work on such website? 1. Yes 2. No 3. May be Do you get acknowledged for your work? 1. Yes 2. No 3. May be How effective do you think these website are?

How do you benefit from these websites?

Will you upload your work to a website where your wok is acknowledged and paid for? 1. Yes 2. No 3.

May be -

How do you think we can you make this website more effective?

QUESTIONNAIRE
1. What do you know about an advertising agency?

2. Can you name any advertising agency?

3. How todays youth relate them self to media?

4. How do you think you can make media more efficient and effective?

5. How can we make media an easy access for common people?

6. What is the role of todays media in our life?

7. Do you think youth population can contribute to the betterment of our country? If yes, then how?

8. How powerful is youth of India today?

2-Lead generation

Lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into products or services of a business. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition or for winning customers. There are many tactical methods for generating leads. These methods typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers. Businesses strive to generate 'quality' leads. Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase.

SWOT ANALYSIS

References for lead generation www.fundudata.com www.yellopages.com Newspapers Magazines Visiting cards

The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations. SWOT is an acronym for Strengths, Weaknesses, Opportunities, Threats. Information about the origins and inventors of SWOT analysis is below. The SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition, or any other idea.

Completing a SWOT analysis is very simple, and is a good subject for workshop sessions. SWOT analysis also works well in brainstorming meetings. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and research reports. You can also use SWOT analysis exercises for team building games. See also PEST analysis, which measures a business's market and potential according to external factors; Political, Economic, Social and Technological. It is often helpful to complete a PEST analysis prior to a SWOT analysis. See also Porter's Five Forces model , which is used to analyse competitive position. Here is a free SWOT analysis template worksheet (in MSWord). And the same free SWOT analysis tool in pdf format. A SWOT analysis measures a business unit, a proposition or idea; a PEST analysis measures a market.

MEANING :

Strengths A strength is a resource or capacity the organisation can use effectively to achieve its objectives.

Weaknesses A weakness is a limitation, fault, or defect in the organisation that will keep it from achieving its objectives

Opportunities An opportunity is any favourable situation in the organisation's environment. It is usually a trend or change of some kind or an overlooked need that increases demand for a product or service and permits the firm to enhance its position by supplying it.

Threats A threat is any unfavourable situation in the organisation's environment that is potentially damaging to its strategy. The threat may be a barrier, a constraint, or anything external that might cause problems, damage or injury.

Strengths (internal)

Weaknesses (internal)
1. The agency does not offer a

mentoring program

1. The agency has an experienced and

2. The agency lacks the technology

dedicated workforce workforce planning

tools to be more efficient updated

2. Senior management is committed to 3. Human resource staff are easy to

3. Procedural manuals need to be 4. The current workforce is not very

work with and willing to try new recruitment ideas certification

racial/ethnic diverse

5. Salary issues 6. No refreshments from company

4. 50% of the staff hold a professional 5. Friendly and cordial work

side like tea n coffee

environment. heights.

7. No petrol and travelling

allowance to the executives journals in the organization management team.

6. Ideas supported and creativity on

8. No newspapers and knowledge 9. Lack of leadership skills in

Opportunities (external)
1. New information technology tools

Threats (external)
1. The demand for workers in the

can provide quicker data sharing between agencies and client information retrieval with other agencies

field exceeds the supply of potential workers

2. There are job sharing opportunities 3. A large number of retired baby

2. There is less federal money

available for training grants have been limited by the organization

boomers are considering returning to the workforce on a part-time basis internship opportunities for their students by providing them max benefits. activities..

3. Budget and full-time positions

4. Universities are looking for

4. Educational institutions are

reducing the number of courses offered in this field been declining steadily . may leave any time.

5. Crack the clientele of competitors 6. Events expo, films jingles, outdoor

5. The number of ad agencies has 6. Job security not there , employees

Suggestions:

1: lacking of funds otherwise we would have done much better.

2: no creditability is given to clients so its very difficult to hold big clients. 3: content auditing dept should be there to be perfect. 4: perfect training program and new methods should be introduced. 5: induction program for new employees. 6: a9 diaries and pens (sales kit) proper and on time. 7: employee grooming and discipline 8: tie ups with the vendors. 9: proper vendor manager should be there and who must know everything about media 10: motivation should not be converted to over confidence..Each one should think down to earth. 11: monetary rewards should be there to motivate the employees and trainees. 12: lack of positive attitude in employees and should not be based on new entrant in market. 13: advertisement for a9 and future solutions 14: fun activity every weekend 15: own work station for every one 16: set target everyday in morning

Packaging

Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, and institutional, industrial, and personal use.

One major reason as to why packaging is done by most manufacturers is to attract consumers to purchase the product. The appearance of a product is used by manufacturers and marketers to influence a consumer to buying it. Companies usually invest a lot in packaging as this brings in higher returns when compared to other modes of advertising. The size, colors used, the brand, shapes and other illustrations used all help create an attractive product that is able to market itself. Packaging has become an influencing factor for most consumers when they are deciding on what product they want to buy. A product may have great features but it may not necessarily yield better returns when compared to a similar product with the same features but which is better packaged. It also makes it convenient to handle some products especially when they are put together in stacks, enclosed or put in cartons. Distributors find it easier to handle products that are properly packaged rather than those that are dispersed and scattered everywhere. It helps save time and energy for them while they are distributing them to retailers.

Increase profits with packaging

Most of the time, business owners focus their efforts on improving their profitability on advertising and sales promotion. Packaging is sometimes overlooked as tactic in increasing profitability. Some business owners never thought of packaging as could be their means of increasing their profit aside from a material and just a protection to their product. But packaging has the capability to reduce costs and increase profits through the entire product supply chain.

ADVANTAGES : Protection

The basic benefit of packaging is the protection of goods to be sold. It prevents damage during transport and storage from the elements, vibration and compression through a physical layer of protection. Packaging can provide information to a consumer regarding the product contents. This information may be promotional, factual or mandated by consumer law.

Information

Containment

Products that contain multiple items use packaging to keep all items contained prior to purchase. Product containment also allows a product to be sold in larger quantities.

Size and Quantity

Packaging can control the size and quantity of a product. Portion control helps control inventory, create product consistency and can help regulate prices.

Marketing

Packaging is the front line of marketing. Through design and marketing communications, packages can help sell a product and differentiate it from similar products. The packaging can also help promote product branding.

Security

Product security can be provided through packaging. Packing can make items tamper-resistant, can help reduce theft and can help prevent harm from dangerous products.

What Is Packaging & Advertising in Business Promotion?

Packaging is an integral part of business advertising, and most advertising campaigns involve packaging plans and designs, as long as the company deals with products. Other key features of advertising revolve around the product itself and use its packaging to the best advantage; the two are usually inseparable. One of the most important goals for proper packaging and advertising is to promote the business in positive and favorable ways. Materials
o

Materials are very important for packaging and advertising. First, packaging gives a clear idea of what kind of business is in charge of the product. Clear plastic or shrink-wrapped products give an idea of a larger company that mass produces items, while product packaging that uses paper tends to give a more homemade, local feeling. Materials also dictate what kind of labels can be printed on the packaging because printers treat different materials differently.

Branding
o

Packaging is almost always used for branding. The business "brand" is the logo and key colors or designs of the business that the company wants to associate with itself and its positive qualities. Most advertising revolves around the company brand, and packaging is designed to include the logo, or at least colors and lines that remind the customer of the business brand.

Specific Qualities
o

Packaging and the labels that are printed on the packaging are an excellent way to advertise specific features of the product. This is especially useful if the company tries to appeal to a

certain market segment. A business that wants to target the ecoconscious consumer might create packaging that underlines the recycled ingredients in the product or its naturally green features. Ingredients
o

Packaging is also used to inform. While many people consider this a simple requirement of the packaging, and many types of information are required, businesses see this information as another way to attract customers. Packaging that includes useful information and ingredients gives the idea of an honest company that wants its customers to know everything they can about the product before they buy it.

Discounts
o

Packaging and nearby advertising, such as fliers, billboards or the tables and product displays in a store, are often used to advertise various types of discounts. While discounts must be used carefully, when chosen properly they show consumers that a high-quality item can be bought at an attractively low price.

A9 QUATERLY ADVERTISING PACKAGES: (April- June) 1. FOR JEWELLERY date s april even t sum mers radi o 50 ads 10 sec toi 15 da ys lokm at 21da ys pudha ri 16days saak al 12 ic c w ee ke nd hoardi ng Designi ng Broucher s,leaflets ,insertion s

may

wedd ings

50 ads

20 da

21da

16days

12-15

w ee

yes

10 sec

ys

ys

ke nd

June

wedd ings

75 ads 10 sec

20 da ys

21da ys

16days

w ee ke nd

insertion s

July

Guru purni ma

25 ads 10 sec

15 da ys

14da ys

16days

w ee ke nd

2. FOR REAL ESTATE dat es Apri l event summe rs radi o 60\a ds 10 sec toi 15 days lok mat 21da ys pudh ari 16da ys saa kal 12 icc weeke nd hoard ing Designi ng
brouch er leaflets , insertio ns

ma y

weddin gs

120 ads 10 sec

20 days

21da ys

16da ys

1215

weeke nd

yes

insertio n 2 times in month

jun e

weddin gs

60 ads 10 sec

20da ys

21da ys

16da ys

weeke nd

YES

insertio ns (leaflet s) 1

time

Jul y

Guru purnim a

120 ads 10 sec

15da ys

14da ys

16da ys

weeke nd

INSERTI ON

3.EDUCATIONAL INSTITUTES, CLASSES ETC. apri l summers 50ad s 10 sec 15 days 21day s 16day s 12 weeken d Brouchers,leaflets,insertio n (FB)

may

wedding s

50 ads 10 sec

20 days

21day s

16day s

12 15

weeken d

ye s

FB

jun e

wedding s

75 ads 10 sec

20day s

21day s

16day s

weeken d

Insertions FB

July

Guru purnima

25 ads 10 sec

15day s

14day s

16day s

weeken d

FB

Date s

4.Restaurants and cafes event radi toi lokma o t

pudha ri

saak al

icc

hoardi ng

Desig

April

summers

60ad s 10 sec

12day s

21day s

16days

12

weeken d

Brouch n

May

wedding s

60 ads 10 sec

16 days

21day s

16days

12-15

weeken d

yes

FB

June

wedding s

60 ads 10 sec

20day s

21day s

16days

weeken d

yes

Inserti FB

July

Guru purnima

60 ads 10 sec

12day s

14day s

16days

weeken d

Note: rates are subjected to change according to the changes in market

Some important points: (usp- unique selling points): 1. A 9 can offer discounts up to .. Percent. 2. One can provide early bird discounts. 3. One can give gifts or some additional benefits. 4. cup prints, T-shirts prints, key chains etc 5. Promotional events (annual) free for the long term clients. 6. Balloon promotion, national TV ads,3d ads etc at great discount.

Conclusion
The duration of my project in A9 gives me a great learning experience about how creative advertising field is and how this enthusiastic industry works. Here in A9 advertising gives me opportunity to enhance my management skills and to learn about the corporate atmosphere. The management team of A9 ADVERTISING is very cooperative and helped me a lot in duration time of my project

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