Sahana .V.

S 1PT10 MBA37

Profile Of Mudra Communications Ltd:

Headquarters Industry Ownership Status Founded New president(North & East) Company size Web site Mumbai Marketing and Advertising Private Operating 1980 Sanjay Sharma 501-1000 employees www.Mudra .com

The group utilizes its deep understanding of consumers brands and media to deliver creative business solution.

OVERVIEW:

Mr. A. G. Krishnamurthy founded Mudra communication on 25th March 1980. Mr. Krishnamurthy started Mudra with one brand Vimal . Today Mudra has 125 client . They were a small agency, located away in Ahmadabad with one clear goal, to be a top 5 agency . Within 9 years from then they are the 3rd largest Indian advertising agency. Its turn over is 1,500 crores last year and is expected to increase by 35%. In the present year Mudra is poised to exceed a turnover in excess of 15 billion and it continues to maintain its aggressive growth rate. It handles over 125 client nationally through its 4 independent units they are; 1 . Mudra Mumbai 2. Mudra South (including Bangalore, Chennai, Cochin) 3. Mudra North Ahmadabad 4 . Mudra North and East (including Delhi and Kolkata)

Clients Of Mudra:

Services offered by agency :

Total Advertising Services Marketing Services E-Solution Services Content Business Integrated Media Services Sales Promotion Event Marketing Integrated Branding Services

Achievements of the Mudra communication ltd:

Mudra pioneered double spread colors ads It was Mudra that first sponsored commercial telecast of a major sporting event with the India and west Indies series of 1983 It was Mudra that first branded a public issue Reliance Khazana It was Mudra that made Indias first telefilm Janam It was Mudra that gave Doordarshan Rajani .The serial that heralded a new consumer awareness in India It was Mudra that gave India its first academy for advertising .The Mudra Institute of Communication (MICA)

Advertising Industry:

Ad industry is one of the fastest growing sectors in the country. With the development of the economy the development in the industry has also gained momentum as a source of information and stream of revenue. For the past so many years, the ad industry had been concentrating on mass media. The advertisers are now opting for personalized communication than mass communication. Its growing in the rate of 10 to 12% per annum.

Scope of Advertising Industry in India:

India has a rich pool of strategic planning, creative and media services personnel: Indeed, Indian advertising industry has been exporting senior-level talent to many countries, particularly to the Gulf, South-East Asia, China, the UK and the US. Indian talent is recognised and respected in global agency networks. No other country has access to so many trained management graduates who can provide strategic inputs for brand and media planning. Indians are multicultural: we learn at least two languages and that gives us a head start in understanding cultural diversity. Most of the top 20 agencies in India have a global partner or owner, which should provide an immediate link to global markets.

Major Players Of Advertising Industry in India

Ogilvy and Mather Limited Mudra communications Pvt. Ltd Lintas India Pvt. Ltd:JWT (Hindustan Thompson Associates Pvt. Ltd) FCB-Ulka advertising pvt. Ltd Rediffusion DY&R Pvt Ltd McCann-Ericsson India Ltd RK Swamy BBDO Pvt Ltd Leo Burnett Grey worldwide (India) Pvt Ltd

Competitors for Mudra communications in India:

Agency
Adbur Pvt Ltd Akshara Advertising Ambience DArcy Chaitra Leo BurnettPvt Ltd

Place
Ghaziabad New Delhi Mumbai Mumbai

Pricing Strategies :

Fixed-Fee Pricing Value Based Pricing Hourly or Daily Fees Special Event Pricing Retainer Fees Cost-Plus Pricing Prestige Pricing

Pricing Strategy of Mudra Communications:

Product Bundle Pricing

Special Event Pricing

Prestige Pricing

Strengths of Pricing Strategy:

Weakness Of Pricing Strategies: