advertising in lebon
TRANSCRIPT
PROJECT REPORTPROJECT REPORTON
PLANNING & RESEARCH
IN ADVERTISING
SUBMITTED BY:
Jalees Ahmad
1
ROLL NO. 7
MASS COMMUNICATION
2002-2003
ACKNOWLEDGEMENT
2
My Tra in ing would not have been poss ib le wi thout
suppor t and coopera t ion of the company Leo Burne t t .
I am immensely gra teful to the company in providing me
an excel lent exper ience a t the threshold of my career . The
team member of Leo Burnet t Mr . Manish Sinha (head of
P lanning & New Business Cel l ) and Ms. Shefa l i Nath (Sr .
Brand Manager) , who provided help and a good t ra in ing
ground for my career .
I wish to acknowledge the guidance and teachings
provided by our respec table teacher Mr . Uppal
(Advert i s ing) . I would l ike to pay spec ia l regards to
Mrs . Abhi lasha Abhay Gupta (Deputy Direc tor) for her
suppor t and guidance .
3
I am le f t wi th no words to pay my gra t i tude to my
parents , s i s ter &brother , invaluable support & love they
have g iven me. I am a lso thankful to Mr. Deepak Tane ja
(Brother ) for guiding me on my t ra in ing as wel l as of my
course .
Jalees Ahmad
4
5
CONTENTS
Introduction 1
Company’s Profile 14
Planning & Research 19
My work Experience 26
- Lebon
- National Geographic
- Home Maker
- New Business of Denims
Conclusion 52
Annexure 53
6
Bibliography 61
7
WHAT IS ADVERTISING?
T o d a y , y o u a r e s u r r o u n d e d , a s i t w e r e b y a d v e r t i s i n g .
I t i s a l l a r o u n d y o u . Y o u c a n n o t e s c a p e l o o k i n g a t i t
o r l i s t e n i n g t o i t . E v e n i f y o u a r e n o t c o n s c i o u s l y
l o o k i n g a t i t o r l i s t e n i n g t o i t , t h e m e s s a g e o f
a d v e r t i s i n g r e a c h e s a n d i n f l u e n c e s y o u . I t i s o f t e n
r e c o r d e d s o m e w h e r e i n t h e b a c k o f y o u r m i n d a n d i s
r e c a l l e d w h e n y o u a r e b u y i n g s o m e t h i n g o r l o o k i n g
f o r a p a r t i c u l a r k i n d o f s e r v i c e .
T o d a y , a d v e r t i s i n g i s a p a r t o f y o u r e v e r y d a y l i f e . I n
r e a l i t y i t i s a s o l d a s h u m a n c i v i l i z a t i o n i t s e l f .
A c c o r d i n g t o o x f o r d d i c t i o n a r y t h e v e r b
‘ t o a d v e r t i s e ’ m e a n s ‘ t o m a k e g e n e r a l l y o r p u b l i c l y k n o w n ; d e s c r i b e p u b l i c l y w i t h a v i e w t o i n v o l v i n g s a l e s . ’
8
A d v e r t i s i n g b e g a n w h e n s o m e b o d y h a d s o m e t h i n g t o
s e l l a n d t h e r e w a s s o m e b o d y e l s e w a n t e d t o b u y t h a t
p a r t i c u l a r p r o d u c t . A w a y h a d t o b e f o u n d t o b r i n g t h e
s e l l e r a n d b u y e r t o g e t h e r t o e f f e c t a s a l e o r c l i n c h a
d e a l . T h i s n e e d e d s o m e f o r m o f c o m m u n i c a t i o n
b e t w e e n t h e t w o . T h i s c o m m u n i c a t i o n w a s
a d v e r t i s i n g .
G r a d u a l l y , a d v e r t i s i n g i t s e l f b e c a m e a c o m p l e x
b u s i n e s s i n v o l v i n g d i f f e r e n t i n t e l l e c t u a l d i s c i p l i n e s
a n d i n s t i t u t i o n a l s t r u c t u r e s . T h u s e m e r g e d m o d e r n
a d v e r t i s i n g a s h a n d m a i d e n o f i n d u s t r y . I t i s t h e
p r o d u c t o f m a s s p r o d u c t i o n , m a s s m a r k e t , m a s s
d i s t r i b u t i o n a n d m a s s c o m m u n i c a t i o n . I t k e e p s t r a d e
a n d c o m m e r c e m o v i n g a n d h e l p s t h e g r o w t h o f t h e
e c o n o m y , b y c r e a t i n g d e m a n d f o r m a s s p r o d u c e d
g o o d s a n d s e r v i c e s .
9
T h e r e f o r e , A d v e r t i s i n g c a n n o w b e d e f i n e d a s “ p a i d
d i s s e m i n a t i o n o f i n f o r m a t i o n t h r o u g h v a r i e t y o f m a s s
c o m m u n i c a t i o n m e d i a t o m o t i v a t e a d e s i r e d a c t i o n . ”
A d v e r t i s i n g i s n o t a s e l l i n g a p r o d u c t o r s e r v i c e f o r
t h e s a t i s f a c t i o n i t p r o v i d e s . T h e i n t e r e s t i s n o t i n t h e
p r o d u c t o r s e r v i c e f o r i t s e l f , b u t i n t h e s a t i s f a c t i o n i t
p r o v i d e s . T h e c o n s u m e r i s b u y i n g s a t i s f a c t i o n .
A d v e r t i s i n g t r i e s t o c o n v i n c e a p r o s p e c t i v e c o n s u m e r
t h a t a p a r t i c u l a r p r o d u c t o r s e r v i c e w o u l d s a t i s f y a n
a c t u a l n e e d o r e v e n a l a t e n t n e e d . A d v e r t i s i n g a l s o
s e l l s a l i f e s t y l e . T h u s a d v e r t i s i n g i s n o t d i r e c t l y
s e l l i n g g o o d s o r s e r v i c e , n o r i s i t m a r k e t i n g ; i t i s
m a r k e t i n g c o m m u n i c a t i o n .
10
A d v e r t i s i n g A g e n c y
A d v e r t i s i n g i s a v e r y c o m p l e x b u s i n e s s . T h e r e a r e
d i f f e r e n t o r g a n i z a t i o n s i n v o l v e d . T h e r e a r e p r o b a b l y
f e w a c t i v i t i e s o r b u s i n e s s e s a s c o m p l e x a s
A d v e r t i s i n g . I t i s n o t t h e n u m b e r a n d v a r i e t y o f
a c t i v i t i e s o r t h e t y p e s o f s k i l l s i n v o l v e d t h a t a c c o u n t
f o r t h e c o m p l e x i t y o f A d v e r t i s i n g . I t i s t h e
i n t e g r a t i o n o f a l l t h e s e a c t i v i t i e s a n d s k i l l s i n t o a
11
m e a n i n g f u l a n d p u r p o s e f u l p a t t e r n a n d o u t c o m e f o r
t h e c o m p l e x i t y o f a d v e r t i s i n g .
T h e a d v e r t i s i n g a g e n c y i s c o n c e r n e d w i t h t r a n s l a t i n g
t h e a d v e r t i s e r ’ s r e q u i r e m e n t s i n t o a d v e r t i s e m e n t s ,
s e l e c t i n g t h e m o s t e f f e c t i v e c o m b i n a t i o n o f m e d i a f o r
t h e a d v e r t i s e m e n t s a n d p l a n n i n g t h e i r u t i l i z a t i o n i n
t e r m s o f t i m i n g , p r o d u c t i o n a n d d i s t r i b u t i o n o f t h e
a d v e r t i s i n g m a t e r i a l a n d e v a l u a t i n g t h e i r
c o m m u n i c a t i o n i m p a c t .
T h e m e d i a o w n e r s h a v e t o p r o v i d e t h e n e c e s s a r y
i n f o r m a t i o n a b o u t t h e c i r c u l a t i o n o r r e a c h i n b o t h
s p a t i a l a n d c o n s u m e r t e r m s t o h e l p t h e m o s t e f f e c t i v e
s e l e c t i o n o f m e d i a a n d e n s u r e t h a t t h e a d v e r t i s e m e n t s
a r e r e p r o d u c e d a c c o r d i n g t o t h e s c h e d u l e r e q u i r e d b y
t h e a d v e r t i s i n g a g e n c y .
12
T h e e n t i r e b u s i n e s s s t a r t s w i t h t h e a d v e r t i s e r . T h e
r i s e a n d f a l l o f a d v e r t i s i n g b u s i n e s s d e p e n d s s o l e l y o n
t h e e x p e n d i t u r e i n c u r r e d b y t h e a d v e r t i s e r . I t i s t h e
a d v e r t i s e r t h a t m a i n t a i n s t h e t o t a l c o m p l e x o f s e r v i c e s
a n d o r g a n i z a t i o n t h a t c o n s t i t u t e t h e a d v e r t i s i n g
b u s i n e s s . T h e a d v e r t i s e r i s t h e s o l e b u y e r o f
a d v e r t i s i n g a n d t h e c o n t e n t o f a d v e r t i s i n g i s a n
e x p r e s s i o n o f t h e b a s i c c h a r a c t e r o f t h e e c o n o m y . T h e
m a j o r a d v e r t i s e r s a r e t h e m a n u f a c t u r e r s o f c o n s u m e r
p r o d u c t s , p a r t i c u l a r l y c o n s u m e r d u r a b l e s a n d e l i t i s t
c o n s u m e r s e r v i c e s . A n A d v e r t i s i n g M a n a g e r i s o n e
w h o h a n d l e s t h e a d v e r t i s i n g r e q u i r e m e n t s o f a n
o r g a n i z a t i o n s u c h a s p u b l i c r e l a t i o n s , s a l e s p r o m o t i o n
a n d m e r c h a n d i s i n g , s o m e t i m e s e v e n i n c a s e s l i k e
m a r k e t i n g a n d m a r k e t r e s e a r c h . T h e b i g g e r t h e
o r g a n i z a t i o n t h e m o r e t h e d i v i s i o n o f r e s p o n s i b i l i t i e s .
13
T h e a d v e r t i s i n g a g e n c y i s t h e s e c o n d i m p o r t a n t
c o m p o n e n t o f t h e a d v e r t i s i n g s p e c t r u m . I f t h e
a d v e r t i s e r i s t h e o r i g i n a t o r o f t h e e n t i r e p r o c e s s , t h e
a d v e r t i s i n g a g e n c y i s t h e i n s t r u m e n t t h r o u g h w h i c h
a d v e r t i s i n g i s c o n c e i v e d a n d p l a n n e d b y a d v e r t i s i n g
s p e c i a l i s t s , w o r k i n g a s a t e a m t o r e n d e r a d v i s o r y a n d
c r e a t i v e s e r v i c e s t o a d v e r t i s e r s i n p l a n n i n g a n d
p r e p a r i n g a d v e r t i s e m e n t s .
T h e r e a r e s i x b r o a d a r e n a o f w o r k i n t h e m o d e r n
a d v e r t i s i n g a g e n c y s t r u c t u r e t o d a y .
A C C O U N T E X E C U T I V E :
F i r s t , f u n c t i o n i s i n t h e a r e a o f c o n t a c t a n d
c o m m u n i c a t i o n b e t w e e n t h e a d v e r t i s i n g a g e n c y a n d
t h e a d v e r t i s e r . I n a n a d v e r t i s i n g a g e n c y l a n g u a g e t h e
a d v e r t i s e r w h o m t h e a g e n c y s e r v e s i s t h e “ c l i e n t . ”
14
T h e c l i e n t i s a l s o o f t e n r e f e r r e d t o a s t h e a c c o u n t ,
s u c h a s T I S C O a c c o u n t . T h i s i s b e c a u s e t h e c l i e n t
h a n d s o v e r t h e r e s p o n s i b i l i t y o f s p e n d i n g a n d
m a i n t a i n i n g a c c o u n t s o f i t s a d v e r t i s i n g b u d g e t t o t h e
a d v e r t i s i n g a g e n c y i t a p p o i n t s f o r t h e w o r k . T h e
p e r s o n w h o w o r k s i n t h e a r e a o f c o n t a c t a n d
c o m m u n i c a t i o n b e t w e e n t h e a g e n c y a n d t h e c l i e n t i s
k n o w n a s t h e a c c o u n t e x e c u t i v e . I n a l a r g e a g e n c y h e
c o u l d b e p a r t o f a l a r g e r g r o u p , w h i c h i s k n o w n a s t h e
a c c o u n t s e r v i c e g r o u p . I t w o u l d i n c l u d e s p e c i a l i s t s i n
d i f f e r e n t f i e l d s , s u c h a s m e d i a , a r t a n d c o p y , r e s e a r c h
a n d p r o d u c t i o n .
R E S E A R C H :
S e c o n d f u n c t i o n i s r e s e a r c h . A d v e r t i s i n g a g e n c i e s u s e
r e s e a r c h a s a t o o l f o r t h e i r o w n c o m p r e h e n s i o n o f t h e
m a r k e t i n r e l a t i o n t o t h e p r o d u c t o r s e r v i c e t h e y h a v e
15
t o a d v e r t i s e . R e s e a r c h a l s o h e l p s d e v e l o p c r e a t i v e
i d e a s a n d m e d i a p l a n s . R e s e a r c h a l s o h e l p s d e v e l o p
c r e a t i v e i d e a s a n d m e d i a p l a n s . A d v e r t i s i n g a g e n c i e s
u s e r e s e a r c h t o t e s t c o n s u m e r r e a c t i o n s t o p r o d u c t s
a n d s e r v i c e s n o t o n l y t o g a t h e r p o i n t s f o r e f f e c t i v e
c o m m u n i c a t i o n s . A g r e a t d e a l o f d e m o g r a p h i c a n d
s o c i a l a n d e c o n o m i c d a t a a r e n o w a v a i l a b l e f r o m
v a r i o u s s o c i a l a n d e c o n o m i c r e s e a r c h g r o u p s i n t h e
c o u n t r y f o r u s e i n p l a n n i n g a n d c r e a t i n g
a d v e r t i s e m e n t s . A d v e r t i s i n g a p p r o a c h e s a r e p r e -
t e s t e d a n d e v e n p o s t - t e s t e d f o r t h e e f f e c t i v e n e s s .
S o m e o f t h e b i g a g e n c i e s m a i n t a i n c o n s u m e r p a n e l s
f o r v a r i o u s t y p e s o f t e s t s a n d r e s e a r c h t o h e l p e v o l v e
t h e m o s t e f f e c t i v e c o m m u n i c a t i o n m e s s a g e .
C R E A T I V E :
16
T h e t h i r d i m p o r t a n t f u n c t i o n i s t h e c r e a t i v e
d e p a r t m e n t . T h i s i s w h e r e i d e a s a r e b o r n , t h e
a d v e r t i s i n g m e s s a g e , t h e p e r s u a s i v e c o m m u n i c a t i o n s
c r e a t e d . T h i s t o o i s a n a r e a o f t e a m w o r k . T h e
c o p y w r i t e r , t h e v i s u a l i s e r , t h e a r t d i r e c t o r a n d t h e
i d e a s m a n o r t h e c r e a t i v e d i r e c µ o r w o r k t o g e t h e r a s a
t e a m . I n t h e p r o c e s s o f i n t e r a c t i o n a m o n g t h e s e
i n d i v i d u a l s e m e r g e s t h e a d v e r t i s i n g m e s s a g e i n w h i c h
t h e w o r d s a n d p i c t u r e s a n d w h e r e n e c e s s a r y , s o u n d
a n d m u s i c b e c o m e a n i n t e g r a t e d f u n c t i o n . I t i s i n t h e
c r e a t i v e d e p a r t m e n t t h a t a m a r k e t i n g c o n c e p t i s g i v e n
f l e s h a n d b l o o d i n t h e p r o c e s s o f c o n v e r t i n g i t i n t o a
c o m m u n i c a t i o n c o n c e p t , p o w e r f u l e n o u g h t o i n d u c e a
p u r c h a s e .
M E D I A :
17
T h e f o u r t h f u n c t i o n o f a n a d v e r t i s i n g a g e n c y
s t r u c t u r e , i s t h e m e d i a d e p a r t m e n t . T h e m e d i a
d e p a r t m e n t h a s a s s u m e d m a j o r s i g n i f i c a n c e t o d a y w i t h
t h e p r o l i f e r a t i o n o f n o t o n l y d i f f e r e n t t y p e s o f p r i n t
m e d i a , b u t a l s o t h e e l e c t r o n i c m e d i a , p a r t i c u l a r l y w i t h
t h e a d v e n t o f t e l e c a s t f r o m o u t s i d e t h e c o u n t r y
t h r o u g h s a t e l l i t e s . T h i s i s a n a r e a i m p o r t a n t f o r b o t h
t h e a d v e r t i s e r a n d t h e a d v e r t i s i n g a g e n c y . A s t h e
a d v e r t i s e r s f a c e s e v e r e c o m p e t i t i o n , t h e y a r e
b e c o m i n g m o r e e x a c t i n g i n t h e d e m a n d f o r r e a c h i n g
o u t t o t h e r i g h t c o n s u m e r , m o s t e f f e c t i v e l y . T h e
p r o l i f e r a t i o n o f t h e m e d i a a n d t h e s p e c i a l i z a t i o n i n
r e l a t i o n t o a u d i e n c e o r r e a d e r s h i p t h a t i s t a k i n g p l a c e
a r e a l s o d e m a n d i n g o f t h e a d v e r t i s i n g a g e n c i e s t h e
b e s t p o s s i b l e u t i l i z a t i o n o f t h e a v a i l a b l e m e d i a .
A c c o r d i n g t o a r o u g h e s t i m a t e , 1 0 % o f t h e a d v e r t i s i n g
b u d g e t i s s p e n t o n c r e a t i n g a d v e r t i s e m e n t s , w h i l e 9 0 %
18
i s s p e n t o n t h e m e d i a . E v e n c o m p u t e r s a r e b e i n g u s e d
t o f i n d o u t t h e b e s t p o s s i b l e c o m b i n a t i o n o f m e d i a f o r
t h e m o s t e x t e n s i v e a n d e f f e c t i v e c o v e r a g e o f t h e
t a r g e t c o n s u m e r s a t t h e l e a s t p o s s i b l e c o s t . L e a d i n g
a d v e r t i s i n g a g e n c i e s t o d a y h a v e m e d i a p l a n n e r s a n d
m e d i a c o n t r o l l e r s .
P R O D U C T I O N :
T h e i m p o r t a n t a r e a o f t h e a d v e r t i s i n g a g e n c y s t r u c t u r e
i s t h e p r o d u c t i o n d e p a r t m e n t . I t i s c o n c e r n e d w i t h t h e
p r o d u c t i o n o f t h e a d v e r t i s i n g m a t e r i a l . W h e n
p r a c t i c a l l y a l l n e w s p a p e r w e r e p r i n t e d b y l e t t e r p r e s s ,
t h e p r o d u c t i o n d e p a r t m e n t ’ s m a i n r e s p o n s i b i l i t y w a s
t o g e t t h e b l o c k s m a d e o u t o f t h e a r t w o r k s o f t h e
a d v e r t i s e m e n t s p r o d u c e d b y t h e c r e a t i v e d e p a r t m e n t
a n d t h e d i s p a t c h t h e m t o t h e n e w s p a p e r c o n c e r n e d .
P r i n t p r o d u c t i o n i n v o l v e s t h e g r a p h i c a r t s a n d
19
s p e c i a l i s t s i n t y p o g r a p h y , e n g r a v i n g , p r i n t i n g a n d s o
o n . B r o a d c a s t p r o d u c t i o n , p a r t i c u l a r l y i n t e l e v i s i o n ,
i n v o l v e s a u d i o v i s u a l s t u d i o s , p r o d u c t i o n h o u s e s , a n d
t h e b a s i c t a s k s o f f i l m i n g a n d e d i t i n g , w h i c h a r e v e r y
s i m i l a r t o t h e p r o d u c t i o n o f a m o v i e .
F I N A N C I A L M A N A G E M E N T :
T h e m a j o r s o u r c e o f i n c o m e o f t h e a d v e r t i s i n g a g e n c y
i s t h e 1 5 % c o m m i s s i o n r e c e i v e d f r o m t h e m e d i a a n d
a l l o t h e r s u p p l i e r s o f a d v e r t i s i n g m a t e r i a l . T h e m a i n
s o u r c e o f i n c o m e a r e t h e n e w s p a p e r s a n d m a g a z i n e s
a n d T V , f o l l o w e d b y r a d i o a n d c i n e m a .
20
T h e W o r k i n g o f A d v e r t i s i n g A g e n c y
T h e e n t i r e p r o c e s s b e g i n s w i t h t h e a c c o u n t d i r e c t o r
w h o s e c u r e s b u s i n e s s f o r t h e a g e n c y a n d i s
r e s p o n s i b l e t o t h e c l i e n t f o r s e r v i c i n g t h e a c c o u n t . H e
w o u l d b e a s s i s t e d b y a n u m b e r o f a c c o u n t e x e c u t i v e s
a n d a s s i s t a n t e x e c u t i v e s d e p e n d i n g o n t h e s i z e o f t h e
b u d g e t . I n t h e a c c o u n t s e r v i c e g r o u p , w o u l d b e
r e p r e s e n t a t i v e s o f t h e m a r k e t r e s e a r c h , c r e a t i v e ,
m e d i a a n d p r o d u c t i o n d e p a r t m e n t . T h i s w o u l d
c o n s t i t u t e a t e a m w h i c h w o u l d s e r v i c e a n u m b e r o f
a c c o u n t s . T h e A c c o u n t D i r e c t o r w o u l d g a t h e r a l l t h e
n e c e s s a r y i n f o r m a t i o n f r o m t h e c l i e n t .
O n c e t h e a d v e r t i s i n g c a m p a i g n i s f i n a l i z e d a n d h a s
r e c e i v e d t h e a p p r o v a l o f t h e a g e n c y , i t h a s t o b e
p r e s e n t e d t o t h e c l i e n t . A t t h i s s t a g e o n l y t h e
a d v e r t i s i n g M a n a g e r a n d m a y b e s o m e m a r k e t i n g a n d
21
s a l e s p e r s o n n e l m i g h t b e i n v o l v e d . T h e m a i n e m p h a s i s
a t t h i s p r e s e n t a t i o n i s o n m a r k e t i n g c o m m u n i c a t i o n
a p p r o a c h a n d h o w i t i s t o b e w o r k e d o u t c r e a t i v e l y
a n d i n t e r m s o f m e d i a , i n r e l a t i o n t o t h e b u d g e t .
O n c e t h e a d v e r t i s i n g p l a n a n d r o u g h c r e a t i v e
i n t e r p r e t a t i o n a r e a c c e p t e d , t h e a g e n c y p r o c e e d s t o
f i n a l i s e e v e r y t h i n g . T h e n t h e r e i s a f i n a l p r e s e n t a t i o n
b e f o r e t h e t o p m a n a g e m e n t o f t h e c l i e n t . O n c e t h e
c l i e n t g i v e s h i s a p p r o v a l , t h e a d v e r t i s i n g p l a n w o u l d
b e e x e c u t e d .
22
L E O B U R N E T T
L e o B u r n e t t w o r l d w i d e i s a n a g e n c y f o u n d e d b y t h e
l e g e n d r y L e o B u r n e t t – t h e c e n t u r y ’ s l e a d i n g
a d v e r t i s i n g p e r s o n a l i t y a s n o m i n a t e d b y A d v e r t i s i n g
A g e i n t h e i r t u r n – o f – c e n t u r y p o l l .
O v e r 7 0 y e a r s o f i t s e x i s t e n c e , L e o B u r n e t t ’ s s i n g l e -
m i n d e d f o c u s o n c r e a t i n g s u p e r i o r a d v e r t i s i n g h a s
a t t r a c t e d t o t h e a g e n c y w h a t c o u l d b e c o n s i d e r e d t h e
m o s t b l u e - c h i p c o l l e c t i o n o f c l i e n t s i n t h e w o r l d ;
c l i e n t s l i k e K e l l o g g , P h i l i p M o r r i s , P r o c t e r &
G a m b l e , P i l l s b u r y a n d t h e C o c a C o l a C o .
I n 2 0 0 1 , t h e L e o G r o u p ’ s e s t i m a t e d 3 w o r l w i d e
b i l l i n g s t o p p e d $ 7 . 9 b i l l i o n . T h e A g e n c y h a s 8 4 f u l l
s e r v i c e o f f i c e s i n 7 5 c o u n t r i e s . I t i s t o d a y r a n k e d a t
23
n o . 6 i n t h e w o r l d w i d e i n t e r m s o f s i z e w o r l d w i d e a n d
i s t h e l a r g e s t b r a n d a g e n c y i n t h e U n i t e d S t a t e s .
L e o B u r n e t t I n d i a i s a 2 0 y e a r o l d , R s 3 2 5 c r o r e
o p e r a t i o n w i t h o f f i c e s i n t h e 4 m a j o r c i t i e s o f I n d i a ,
B o m b a y , N e w D e l h i , C a l c u t t a a n d B a n g l o r e . O v e r t h e
p a s t f e w y e a r s w e h a v e g r o w n a t a p a c e t h a t f a r
e x c e e d s t h e i n d u s t r y a n d t o d a y s t a n d a t t h e 7 t h r a n k i n
t h e t e r m s o f s i z e .
L e o B u r n e t t D e l h i i s a y o u n g , f o u r y e a r o l d a g e n c y
t h a t i s t o d a y a 6 5 m a n , R s 7 0 c r o r e o p e r a t i o n s . T h e y
h a v e s m a l l b u t p r e s t i g i o u s s e t o f a c c o u n t s : C o c a
C o l a , D a b u r a n d S o u t h A f r i c a n B r e w e r i e s . I n d u s t r y
p e e r s a s w e l l a s c l i e n t s t o d a y r e g a r d t h e m a s b e i n g
a m o n g t h e f i n e s t a g e n c i e s i n t h e c i t y b o t h i n t e r m s o f
s t r a t e g i c t h i n k i n g a n d q u a l i t y o f c r e a t i v e w o r k .
24
C R E A T I V E
L e o B u r n e t t w a s t h e w o r l d ’ s l e a d i n g c r e a t i v e a g e n c y
i n 2 0 0 1 o n t h e b a s i s o f t h e G u n n ’ s R e p o r t , t h e
i n d u s t r y ’ s d e f i n i t i v e r e c o r d o f p e r f o r m a n c e a t a w a r d s
a r o u n d t h e w o r l d .
L e o B u r n e t t A s i a w a s M e d i a m a g a z i n e ’ s c h o i c e f o r
A g e n c y o f t h e y e a r 2 0 0 1 f o r A s i a P a c i f i c . T h e i r
C r e a t i v e q u a l i t y p l a y e d a l a r g e p a r t i n t h i s
n o m i n a t i o n .
L e o B u r n e t t I n d i a w a s t h e s e c o n d r a n k e d a g e n c y a t
t h e r e c e n t l y c o n c l u d e d A b b y A w a r d s o f t h e
A d v e r t i s i n g C l u b M u m b a i , t h e c o u n t r y ’ s l e a d i n g
a w a r d s f o r u m .
25
C L I E N T S
A n i m p o r t a n t g u i d i n g p r i n c i p l e a t L e o B u r n e t t i s t o
f o c u s o n f e w ( s t r a t e g i c a l l y s i g n i f i c a n t ) c l i e n t s r a t h e r
t h a n ‘ c h a s e b i l l i n g s ’ b y a c c u m u l a t i n g l o n g l i s t s o f
a d v e r t i s e r s f o r w h o m a d v e r t i s i n g i s n o t a c e n t r a l
c o m p o n e n t o f b r a n d – b u i l d i n g .
I n I n d i a t h e c l i e n t p a r t n e r s i n c l u d e t h e C o k e s e t o f
b r a n d s , B a j a j t w o w h e e l e r s , P r o c t a r & G a m b l e ,
P i l l s b u r y , H e i n z , D a b u r , G o d r e j s o a p s , I C I C I , S o u t h
A f r i c a n B r e w e r i e s a n d s e v e r a l o t h e r s a m o n g I n d i a ’ s
l a r g e s t a n d m o s t c o v e t e d a d v e r t i s e r s .
L e o B u r n e t t D e l h i h a n d l e s t h e C o k e s e t o f b r a n d s , s i x
b r a n d s o f h e a l t h p r o d u c t s a n d t o i l e t r i e s f r o m D a b u r ,
S o u t h A f r i c a n B r e w e r i e s , D e p a r t m e n t o f P o s t , S o m a n y
T i l e s , S c h n e i d e r E l e c t r i c , C a t c h S p i c e s a n d t h e
26
c o u n t r y ’ s l e a d i n g b r a n d o f t r a d i t i o n a l t o b a c c o
p r o d u c t s , B A B A .
S E R V I C E S O F F E R E D
A s t h e I n d i a n m a r k e t s e e s e v e r - h i g h e r l e v e l s o f
c o m p e t i t i o n a n d a n e v e r - i n c r e a s i n g f r a g m e n t a t i o n o f
a u d i e n c e s , t h e r e i s b e i n g f e l t a s t r o n g n e e d t o g o
b e y o n d c o n v e n t i o n a l m a s s m e d i a i n t o o t h e r a v e n u e s
f o r t h e i n t e r f a c i n g w i t h a n d i m p a c t i n g t h e c u s t o m e r s .
T h e t h r e e h i g h q u a l i t y s p e c i a l i s t s o p e r a t i o n s w i t h i n
t h e L e o G r o u p :
L e o A c t i v a t i o n : t h e d i v i s i o n d e s i g n s a n d i m p l e m e n t s
p r o g r a m m e s a i m e d a t e n d i n g a b r a n d ’ s e q u i t y a n d
f r a n c h i s e t h r o u g h d i r e c t i n t e r f a c e w i t h c o n s u m e r s .
27
T h e D i v i s i o n h a s h a n d l e d a h o s t o f p r o m o t i o n a l
c a m p a i g n s r a n g i n g f r o m e n t e r t a i n m e n t e v e n t s t o
m o b i l e e x h i b i t i o n s t o m a s s - s c a l e d e m o n s t r a t i o n s a n d
s a m p l i n g .
S t a r c o m M e d i a : S t a r c o m M e d i a i s t h e s e p a r a t e m e d i a
s p e c i a l i s t d i v i s i o n . I t i s o n e o f t h e w o r l d ’ s t o p 5
m e d i a c o m p a n i e s .
S a m p a r k & M a R s : S a m p a r k f o r p u b l i c r e l a t i o n a n d
M a R s f o r M a r k e t R e s e a r c h .
28
P L A N N I N G T h e m a j o r a c t i v i t i e s o f a d v e r t i s i n g m a n a g e m e n t a r e
p l a n n i n g a n d d e c i s i o n m a k i n g . T h e e s s e n c e o f p l a n -
n i n g i s t h u s t o f i n d o u t w h a t t h e f e a s i b l e a l t e r n a t i v e s
a r e a n d r e d u c e t h e m t o a s e t o n w h i c h d e c i s i o n s c a n
b e m a d e . D e c i s i o n m a k i n g i n v o l v e s c h o o s i n g f r o m
a m o n g t h e a l t e r n a t i v e s . T h e M a r k e t i n g p l a n s e r v e s a
n u m b e r o f v e r y i m p o r t a n t f u n c t i o n s . I t a s s e m b l e s a l l
t h e p e r t i n e n t f a c t s a b o u t t h e o r g a n i z a t i o n s , t h e m a r k e t
i t s e r v e s a n d i t s p r o d u c t s , s e r v i c e c u s t o m e r s , c o m p e t i -
t i o n a n d s o o n . I t f o r c e s t h e f u n c t i o n a l m a n a g e r s
w i t h i n t h e c o m p a n y t o w o r k t o g e t h e r - p r o d u c t d e v e l -
o p m e n t , p r o d u c t i o n , s e l l i n g , a d v e r t i s i n g , c r e d i t ,
t r a n s p o r t a t i o n - t o f o c u s e f f i c i e n t l y o n t h e c u s t o m e r . I t
s e t s g o a l s a n d o b j e c t i v e s f o r s p e c i f i e d p e r i o d s o f t i m e
a n d f i n a l l y , l a y s o u t t h e p r e c i s e s t r a t e g i e s a n d t a c t i c s
t h a t w i l l b e u s e d t o a c h i e v e t h e m .
29
T h e M a r k e t i n g P l a n e n a b l e s a n a l y s i s , c r i t i c i s m a n d
i m p r o v e m e n t o f a l l c o m p a n y o p e r a t i o n s , i n c l u d i n g
p a s t m a r k e t i n g a n d a d v e r t i s i n g p r o g r a m s . I t d i c t a t e s
t h e f u t u r e r o l e o f a d v e r t i s i n g i n t h e m a r k e t i n g m i x . I t
p r o v i d e s f o c u s a n d g u i d a n c e t o a d v e r t i s i n g c r e a t i v i t y .
S u c c e s s f u l o r g a n i z a t i o n s d o n o t s e p a r a t e a d v e r t i s i n g
p l a n s f r o m M a r k e t i n g . T h e y v i e w e a c h a s a v i t a l
b u i l d i n g b l o c k f o r s u c c e s s .
M a r k e t i n g R e s e a r c h i s t h e f u n c t i o n w h i c h l i n k s t h e
c o n s u m e r , c u s t o m e r a n d p u b l i c t o t h e m a r k e t e r
t h r o u g h i n f o r m a t i o n - i n f o r m a t i o n u s e d t o i d e n t i f y a n d
d e f i n e m a r k e t i n g o p p o r t u n i t i e s a n d p r o b l e m ; g e n e r a t e ,
r e f i n e , a n d e v a l u a t e m a r k e t i n g a c t i o n s ; m o n i t o r m a r -
k e t i n g p e r f o r m a n c e a n d i m p r o v e u n d e r s t a n d i n g o f
m a r k e t i n g a s a p r o c e s s .
M a r k e t i n g R e s e a r c h h a v e f o u r p h a s e s :
1 ) S e t t i n g g o a l s a n d e s t a b l i s h i n g s t r a t e g i e s :
30
U s e f u l i n f o r m a t i o n c a n b e o b t a i n e d o n a v a r i e t y o f
t o p i c s w h e n m a n a g e r s a t t e m p t t o s e l e c t a n e w s t r a t -
e g y t o p u r s u e . C h a n g e s i n t h e s i z e o r t r e n d o f d e -
m a n d - o r c h a n g e s i n t h e s t r u c t u r e o r c o m p o s i t i o n o f
t h e m a r k e t m a y s u g g e s t t h a t n e w s t r a t e g y i s a p p r o -
p r i a t e . C h a n g e s i n m e d i a t r e n d s - s u c h a s t h e g r o w t h
o f c a b l e t e l e v i s i o n - m a y s i g n a l t h e e m e r g e n c e o f a n
o p p o r t u n i t y t h a t m i g h t b e e x p l o i t e d w i t h c e r t a i n
n e w s t r a t e g y .
2 ) D e v e l o p i n g a M a r k e t i n g P l a n :
W h e n d e v e l o p i n g m a r k e t i n g p l a n s , m a n a g e r s o f t e n
u s e m a r k e t i n g r e s e a r c h t o i d e n t i f y k e y m a r k e t s e g -
m e n t s . B y m e a s u r i n g t h e i r a t t i t u d e s a n d o p i n i o n t o -
w a r d t h e f e a t u r e s o f a v a i l a b l e p r o d u c t s , a n d h o w
t h e s e p r o d u c t s a r e u s e d , m a n a g e r s c a n i d e n t i f y i m -
p o r t a n t p r o d u c t a n d a d v e r t i s i n g c o n s i d e r a t i o n s t o
i n c l u d e i n t h e i r p l a n s . M a r k e t i n g r e s e a r c h c a n a l s o
31
b e u s e d t o t e s t h o w a p p e a l i n g c e r t a i n p r o p o s e d
p r o d u c t a t t r i b u t e s a n d a d v e r t i s e m e n t s a r e t o t h e t a r -
g e t m a r k e t .
3 ) P u t t i n g t h e p l a n i n t o t h e a c t i o n :
W h e n p l a n i s p u t i n t o a c t i o n , m a n a g e m e n t m u s t
m o n i t o r t h e e f f e c t s o f t h e p l a n t o s e e i f i t i s
a c h i e v i n g i t s o b j e c t i v e s .
4 ) E v a l u a t i n g t h e p l a n ’ s e f f e c t i v e n e s s :
A t t h e e n d o f t h e o p e r a t i n g p e r i o d m a n a g e m e n t w i l l
w a n t t o r e a p p r a i s e t h e p l a n a n d c o m p a r e r e s u l t s
w i t h t h e o b j e c t i v e . S u c h a r e a p p r a i s a l w i l l i n v o l v e
a n a g g r e g a t i o n a n d c o m p i l a t i o n o f m o s t o f t h e i n -
f o r m a t i o n o b t a i n e d d u r i n g t h e p l a n n i n g a n d a c t i o n
p h a s e s , w i t h a s p e c i a l e m p h a s i s o n s a l e s , m a r k e t
s h a r e , m a r k e t i n g c o s t s a n d c o n t r i b u t i o n t o p r o f i t . I t
32
w i l l a l s o m e a s u r e b r a n d a w a r e n e s s , t r i a l r a t e s , r e -
p e a t p u r c h a s e r a t e s , p r e f e r r e d b r a n d s .
P h a s e 1 P h a s e 2 P h a s e 3 P h a s e 4
S e t t i n g g o a l s a n d e s t a b l i s h i n g s t r a t e g i e s
D e v e l o p i n g a p l a n
P u t t i n g t h e p l a n i n t o a c t i o n
E v a l u a t i n g t h e p l a n ’ s e f f e c t i v e n e s s
33
R e s e a r c h c a n m o n i t o r :D i s s a t i s f a c t i o n s a n d n e e d s i n r e l -e v a n t m a r k e t s e g m e n t s .D e m a n d s i z e a n d t r e n d . I n d u s t r y / m a r k e t s t r u c t u r e a n d c o m p o s i t i o n , c o m p e t i t i o n , m a r k e t s h a r e s a n d p r o f i t a b i l i t y .T e c h n o l o g i c a l a n d m a t e r i a l s i n -n o v a t i o n s .S u p p l y c o n d i -t i o n s a n d p r i c e s .D i s t r i b u t i o n , e n -v i r o n m e n t a n d l e g a l d e v e l o p -m e n t s .M e d i a t r e n d s .
R e s e a r c h c a n :I d e n t i f y k e y m a r k e t s e g -m e n t s b y p r o d -u c t c a t e g o r y .I d e n t i f y m a r k e t s e g m e n t t o w a r d p r e s e n t p r o d -u c t s , p r o m o -t i o n s , a d v e r t i s -i n g .T e s t t h e a p p e a l o f p o t e n t i a l p r o d u c t a t -t r i b u t e s .T e s t t h e e f f e c -t i v e n e s s o f a d -v e r t i s i n g a n d p r o m o t i o n .E v a l u a t e t h e n e e d s a n d a t t i -t u d e s o f c h a n n e l m e m b e r s .
R e s e a r c h c a n m o n -i t o r :T o t a l i n d u s t r y a n d p r o d u c t c l a s s s a l e s .F i r m ’ s s a l e s , b y p r o d u c t a n d m a r -k e t .P r o d u c t a v a i l a b i l -i t y i n r e t a i l s t o r e s , s h e l f s p a c e , r e -t a i l e r s u p p o r t a n d s o o n .T h e c o s t s a n d e f -f e c t i v e n e s s o f t h e f i r m ’ s m a r k e t i n g e f f o r t s , b y p r o d u c t a n d m a r k e t a n d b y a d v e r t i s i n g , p r o -m o t i o n , a n d s o o n .A w a r e n e s s a n d t r i a l i n r e l e v a n t m a r k e t s e g m e n t s .C h a n g e s i n c o m -p e t i t i v e s p e n d i n g l e v e l s a n d s t r a t e -g i e s , i n c l u d i n g p r i c e , p a c k a g e , p r o m o t i o n , a n d s o o n .
E n d o f p e -r i o d c o m p i l a -t i o n a n d a g -g r e g a t i o n o f o p e r a t i n g d a t a t o p r e s e n t a n a c c u r a t e p i c -t u r e o f p e r -f o r m a n c e . A l s o , s u m -m a r y o f s u r -v e y f i n d i n g s o n c o n s u m e r a w a r e n e s s , t r i a l , a t t i -t u d e s , p r e f e r -e n c e s , r e p u r -c h a s e s r a t e s , a n d s o o n .
I N F O R M A T I O N S O U R C E S U S E D
34
A l l M a r k e t i n g M a n a g e m e n t i n f o r m a t i o n c o m e s e i t h e r
f r o m s o u r c e s i n t e r n a l t o t h e f i r m o r f r o m e x t e r n a l
s o u r c e s .
E x t e r n a l s o u r c e s o f i n f o r m a t i o n c a n b e f u r t h e r d i v i d e
i n t o t w o :
1 ) P r i m a r y S o u r c e s .
2 ) S e c o n d a r y S o u r c e s .
T h u s m a r k e t i n g m a n a g e m e n t i n f o r m a t i o n c o m e s f r o m :
S o u r c e s i n t e r n a l t o t h e f i r m .
P r i m a r y s o u r c e s e x t e r n a l t o t h e f i r m
S e c o n d a r y s o u r c e s e x t e r n a l t o t h e f i r m .
S o m e s o u r c e s a r e i n t e r n a l t o t h e f i r m , s u c h a s i n f o r -
m a t i o n g e n e r a t e d b y t h e m a r k e t i n g , a c c o u n t i n g a n d
p r o d u c t i o n d e p a r t m e n t . T h e i r n o r m a l o p e r a t i n g r e -
s p o n s i b i l i t i e s r e q u i r e t h a t t h e y c o m p i l e s o m e o f t h e
s a l e s a n d c o s t d a t a n e e d e d b y m a n a g e m e n t .
35
S e c o n d a r y d a t a a r e t h o s e t h a t h a v e b e e n c o l l e c t e d b y
o t h e r o r g a n i z a t i o n s ; f o r e x a m p l e , g o v e r n m e n t a g e n -
c i e s s u c h a s c o m m e r c e a n d l a b o r d e p a r t m e n t s o f t h e
f e d e r a l g o v e r n m e n t , f i n a n c i a l o r g a n i z a t i o n s s u c h a s
D u n & B r a d s t r e e t ’ s a n d P o o r ’ s . D a t a f r o m t h e s e
s o u r c e s a r e c a l l e d s e c o n d a r y b e c a u s e t h e s e o r g a n i z a -
t i o n s c o l l e c t o r i g i n a l d a t a , a n a l y z e a n d t a b u l a t e t h e s e
d a t a , b u t t h e n p u b l i s h o n l y s u m m a r y t a b l e s a n d
c h a r t s .
P r i m a r y d a t a a r e t h o s e c o l l e c t e d s p e c i f i c a l l y b y , o r
f o r , t h e d a t a u s e r s . T h e r e i s n o i n t e r v e n i n g p a r t y t o
s u m m a r i z e t h e o r i g i n a l d a t a . A s t h e o r i g i n a l d a t a f r o m
e a c h u n i t o r r e s p o n d e n t a r e a v a i l a b l e , t h e y c a n b e
r e t a b u l a t e d o r r e - a n a l y s e d i n a s m a n y d i f f e r e n t w a y s
a s m a n a g e r s c h o o s e .
36
T h e a b o v e p r i n c i p l e s o f M a r k e t i n g r e s e a r c h a n d p l a n -
n i n g w e r e o b s e r v e d b y m e i n m y p r a c t i c a l t r a i n i n g a t
L e o B u r n e t t .
L e o B u r n e t t b e l i e v e s i n a n i n t e g r a t e d a p p r o a c h t o
p l a n n i n g a n d r e s e a r c h . T o u n d e r s t a n d h u m a n b e h a v i o r
a n d r e a d s o c i e t a l t r e n d s f o r g e n e r a t i n g r e l e v a n t a n d
f r e s h i n s i g h t f o r c o m m u n i c a t i o n s . T h e r e a r e v a r i o u s
r e s e a r c h t o o l s u s e d b y t h e c o m p a n y w h i c h h e l p s t o
i d e n t i f y b r e a k t h r o u g h v a l u e p r o p o s i t i o n w i t h h i g h
p r e c i s i o n . T h e p r e c i s i o n p l a n n i n g t o o l s e n s u r e s t h e
c a l i b r a t e w i t h p r e c i s i o n t h e f u n c t i o n a l , c u l t u r a l o r s o -
c i o l o g i c a l n u a n c e t h a t w i l l g i v e t h e b r a n d t h e h i g h e s t
l e v e r a g e . D e f i n e w i t h p r e c i s i o n t h e b r a n d i d e a t h a t
w i l l c r e a t e t h e h i g h e s t l e v e r a g e f o r t h e b r a n d . P r e c i -
s i o n p l a n n i n g h e l p s u n e a r t h d e e p l y h e l d m o t i v a t i o n s ,
a s p i r a t i o n s , v a l u e s , s e l f c o n c e p t , l i f e c o n c e p t s , p e r -
37
s o n a l i t y t r a i t s . T h e B u r n e t t b a t t e r y o f p r o p r i e t a r y p r e -
c i s i o n t o o l s i n c l u d e :
V a l u e A n a l y s i s
M B T I
I D O L
M a g i c s h o p
D i s c l o s u r e D r a w i n g
H o t B u t t o n s
I D O L
I n v o l u n t a r y D i s c l o s u r e O f L i f e C o n c e p t
I D O L i s a n i n s i g h t t o o l d e s i g n e d f o r b r a n d s t h a t a i m
t o s e l l t h e m s e l v e s a s ‘ D o c u m e n t o f l i f e - c o n c e p t . ’ A
l o t o f h u m a n b e h a v i o r i n c l u d i n g p u r c h a s e o f b r a n d s i s
m o t i v a t e d b y t h e c o n s u m e r s s t r i v i n g t o m o v e t o w a r d s
t h e i r i d e a l l i f e c o n c e p t . I D O L ’ s p r e m i s e i s o u r f a -
v o r i t e s o n g s a r e o f t e n e m o t i o n a l e n c o u r a g e m e n t m e s -
38
s a g e s t h a t u r g e u s a l o n g t h e p a t h t o i d e a l l i f e c o n -
c e p t s .
H o t B u t t o n s
H o t B u t t o n s a r e a u n i q u e w a y o f u n e a r t h i n g d e e p l y
h e l p c o n s u m e r b e l i e f s , a s p i r a t i o n s a n d m o t i v a t i o n s b y
w a y o f i n c l u d i n g c r e a t i v e t r i g g e r s a n d t h i n k i n g a m o n g
t h e b r a n d u s e r s a n d n o n u s e r s .
H o t B u t t o n s a r e s t a t e m e n t s i n c o n s u m e r s p e a k o n a n y
o f t h e f o l l o w i n g d i m e n s i o n s :
P r o d u c t a t t r i b u t e , b e n e f i t , u s a g e o c c a s i o n / t i m e
o f d a y , c o n s u m e r f r u s t r a t i o n s , p r o d u c t i n g r e d i -
e n t ( s t o r y ) , m a n u f a c t u r e , p r o c e s s , c o s t b e n e f i t ,
e n v i r o n m e n t / v a l u e s / t r e n d s , w h a t i t d o e s n o t d o
e t c .
T h e c o n s u m e r s r a n k s t h e ‘ h o t b u t t o n s ’ a n d e v e n
s t a t e s t h e r e a s o n s f o r h i s l i k e s , d i s l i k e s . T h e
39
m o s t l i k e d h o t b u t t o n s a r e t h e n i n t e r p r e t e d f o r a
r e l e v a n t c o n s u m e r i n s i g h t .
B r a n d B e l i e f S y s t e m
B r a n d b e l i e f s y s t e m i s a p r o p r i e t a r y s y s t e m o f a r r i v -
i n g a t a u n i q u e a n d p o w e r f u l b o n d b e t w e e n a b r a n d
a n d i t s b e l i e v e r s . T h e r e a r e 3 k e y a r e a s o f i n t e r r o g a -
t i o n : d i s c o v e r y - u n c o v e r i n g t h e b o n d b e t w e e n b r a n d
a n d i t s c u r r e n t o r p o t e n t i a l b e l i e v e r s . I m p r i n t - c r e a t -
i n g b r a n d a c t i v i t i e s t h a t c o n s i s t e n t l y r e i n f o r c e a n d
b u i l d t h a t p r o m i s e . G r o w t h - e n r i c h i n g t h e b o n d b e -
t w e e n t h e b r a n d a n d i t s b e l i e v e r s .
T h e a b o v e m e n t i o n t o o l s w e r e u t i l i s e d b y m e w h i l e
m a k i n g r e s e a r c h o n t h e f o l l o w i n g b r a n d s : H o m e M a k e r
( W h i r l p o o l ) , L e b o n , N e w B u s i n e s s o f D e n i m s , N a -
t i o n a l G e o g r a p h i c C h a n n e l . T h e s e r e s e a r c h e n c o m -
p a s s e d m y o n e m o n t h t r a i n i n g p r o g r a m m e . T h e u t i l i t y
40
o f t h e a b o v e t o o l s c a n b e s e e n f r o m t h e f o l l o w i n g r e -
p o r t s .
L E B O N
P a c k a g i n g o f G h e e a n d P a n e e r .
L e b o n i s l a u n c h i n g a g h e e a n d p a n e e r . T h e m a i n a i m
o f t h e r e s e a r c h w a s t o f i n d o u t k i n d o f p a c k a g i n g t h a t
i s m o s t a t t r a c t i v e a n d a c c e p t a b l e i n t h e m a r k e t , w h i c h
w i l l i n d u c e s t h e c o n s u m e r t o b u y t h e g h e e a n d p a n e e r .
P a c k a g i n g a s a l l t h e a c t i v i t i e s o f d e s i g n i n g a n d p r o -
d u c i n g t h e c o n t a i n e r f o r a p r o d u c t . D e v e l o p i n g a n e f -
f e c t i v e p a c k a g e r e q u i r e s s e v e r a l d e c i s i o n s . T h e f i r s t ,
i s t o t h e p a c k a g i n g c o n c e p t : d e f i n i n g w h a t t h e p a c k -
a g e s h o u l d b a s i c a l l y b e o r d o f o r t h e p a r t i c u l a r p r o d -
u c t . D e c i s i o n s m u s t b e m a d e o n a d d i t i o n a l e l e m e n t s -
s i z e , m a t e r i a l , c o l o r , t e x t a n d b r a n d m a r k . T h e v a r i o u s
41
p a c k a g i n g e l e m e n t s m u s t b e h a r m o n i z e d . T h e p a c k a g -
i n g e l e m e n t s m u s t a l s o b e h a r m o n i z e d w i t h d e c i s i o n s
o n p r i c i n g , a d v e r t i s i n g a n d o t h e r m a r k e t i n g e l e m e n t s .
A f t e r t h e p a c k a g i n g i s d e s i g n e d , i t m u s t b e t e s t e d .
E n g i n e e r i n g T e s t s - t h i s i s c o n d u c t e d t o e n s u r e t h a t
t h e p a c k a g e s t a n d s u p u n d e r n o r m a l c o n d i t i o n s .
V i s u a l T e s t s : t o e n s u r e t h a t t h e s c r i p t i s l e g i b l e a n d
t h e c o l o r s h a r m o n i o u s .
D e a l e r T e s t s : t o e n s u r e t h a t d e a l e r s f i n d t h e p a c k a g e s
a t t r a c t i v e a n d e a s y t o h a n d l e .
C o n s u m e r T e s t s : t o e n s u r e f a v o r a b l e c o n s u m e r r e -
s p o n s e .
I t i s o n t h e s e p r i n c i p l e s o f p a c k a g i n g t h e r e s e a r c h w a s
c o n d u c t e d i n L e b o n . T h e r e w e r e t w o p a c k a g i n g e a c h
f o r t h e p r o d u c t - p a n e e r & g h e e . I n t h e f i r s t p a c k a g i n g
t h e b r a n d i n g t a k e s t h e l e a d . A n d i n t h e s e c o n d p a c k -
42
a g i n g t h e c o n t e n t d e s c r i p t o r t a k e s t h e l e a d . A q u e s -
t i o n n a i r e w a s p r e p a r e d , t o k n o w w h i c h p a c k a g i n g i s
m o s t a p p r o p r i a t e . A q u e s t i o n n a i r e c o n s i s t e d o f o n l y
o n e q u e s t i o n i . e . w h i c h p a c k a g i n g i s m o s t a p p r o p r i -
a t e a n d w h y ?
a ) b r a n d n a m e m o r e p r o m i n e n t .
b ) C h a r a c t e r i s t i c s g i v e n m o r e i m p o r t a n c e .
F o r e a c h p r o d u c t i . e . g h e e a n d p a n e e r t h e s a m e q u e s -
t i o n w a s p u t f o r w a r d b e f o r e t h e c o n s u m e r s . T h e s a m -
p l e s i z e w a s 7 0 . T h e h o u s e w i f e ( s e c A , B ) w e r e t a r g e t
a s t h e y a r e t h e h o u s e m a k e r a n d m a i n b u y e r s o f h o u s e -
h o l d g o o d . T h u s i t i s n e c e s s a r y t o t a r g e t 9 0 % o f b u y -
e r s w h o c a n h a v e d e c i s i v e r o l e i n s a l e o f a p a r t i c u l a r
g o o d s .
43
44
In one pack the branding takes the lead
In one pack the Content descriptor takes the lead
For Le bon Paneer:There were two kinds of packaging done for each product:
45
For Le bon Ghee:There were two kinds of packaging done for each product:
In one pack the branding takes the lead
In one pack the Content descriptor takes the lead
46
47
According to the above char ts i t shows tha t the 70% of
the consumers l ike the packaging in which the brand
name is g iven more impor tance . Only 30% of the con -
sumer l ike the packaging in which charac ter i s t ics of the
produc t a re g iven more impor tance .
Responses in favor of brand name
• ‘Lookwise i t i s good, both the th ings are c lear ly v is ib le’
• ‘Del ight fu l ly Fresh Paneer descr ibes the paneer , looks
more ca tchy. ’
• ‘Visual ly be t ter and the message f resh Paneer’ comes
a long very wel l . ’
• ‘ I would l ike to know what the company i s before I even
th ink of buying the product , or g ive i t a ser ious thought ’
48
49
Responses in favor of main charac ter i s t ics be ing more
prominent…
• ‘People know about Le bon so i t i s not necessary
whether the brand name is wr i t ten in smal l or b ig . ’
• ‘P ic ture i s very ca tchy and shows tha t i t i s f resh
Paneer ’
• ‘When the person f i r s t see the word “Fresh Paneer” ,
they are a t t rac ted towards i t and want to buy i t . ’
50
51
According to the above char ts , a lmost 75% of the
consumers l ike the packaging in which the brand name is
g iven more impor tance . 35% of the consumer l ike the
packaging in which the charac ter i s t ics of the product are
g iven more impor tance .
Responses in favor of brand name
• ‘Genera l ly the brand name comes before the produc t . ’
• ‘ the brand name is more important to me, only a f ter I
know what brand, wi l l I be in teres ted to buy’
• ‘Trus ted brand in da i ry product , name of Le Bon wi l l
he lp me to decide and then to buy. ’
• ‘By looking a t the brand name, we wi l l decide whether
to buy the produc t or not ’
52
Responses in favor of main charac ter i s t ics be ing more
prominent…
• ‘Clear ly descr ibes the qual i ty of the product before
reading the brand name.’
• ‘Heal th ier Pure Ghee s tands out and anything re la ted to
heal th i s not iced today. ’
• ‘Heal th ier pure ghee , 80% choles terol reduced these are
more ca tchy. ’
53
Across both the packs the opt ion wi th the Le Bon
branding taking the lead seems to be more logica l to the
respondent universe .
- The equi t ies of Le Bon and the credibi l i ty i t br ings to
the table per se , seem to be impor tant to the consumer .
- Fur ther as , Le Bon seems to be associa ted wi th ‘dai ry’ ,
the foray in to paneer and ghee .
NATIONAL GEOGRAPHIC
54
In the month of January the Nat iona l Geographic was
launching a new ser ies on Himalayas . In th is se r ies the
channel was going to show the about the Himalyan
Expedi t ion , the f i rs t man who c l imbed the Mt . Everes t ,
and a l l the o ther de ta i l s about the Himalayans . In th is
Expedi t ion many people could par t ic ipa te , they could
even win the chance to go to the Himalayas and there
were many other exci t ing pr izes to be won.
55
The main a im of the objec t ive was to ge t to know that
how many people know about the Himalayan Expedi t ion .
And how many viewers l ike to watch Nat ional
Geographic . The quest ionnai re was prepared for the
research , i t cons is ted of 12 ques t ions . The sample s ize
was 50. the main target of th is research were the men
between the age group of 18-35 yrs because the men are
more energe t ic , brave enough to go to these p laces .
56
57
According to the above char t many people were aware of
the expedi t ion tha t Nat ional geographic was launching.
Around 25% of people were unaware of the expedi t ion
because they do not watch Nat iona l Geographic .
The quest ions which were asked by the consumers were :
1) Which ‘ in fo ta inment’ channel do you l ike to watch?
2) Which channel you l ike the most the Nat ional
Geographic or the Discovery? Why?
3) How many hours in a week do you spend watching
TV?
And many others ques t ions were asked.
58
59
60
61
The research was carr ied on and the fo l lowing resul t s
were deduced. The idea of Himalayan Expedi t ion was
l iked by 70% of the v iewers and only 30% of the v iewers
d idn’ t l ike the idea because they th ink tha t i t i s a waste
of t ime to watch such ser ia ls .
The most informat ive channel l iked by the consumers i s
Discovery(35%), then i t i s Nat ional Geographic(30%),
and then Star News(25%) and there are many others
infota inment channel l iked by the v iewers are animal
p lanet , Zee News e tc .
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HOME MAKER
WHIRLPOOL ( CONSUMER DURABLE GOODS)
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The research was carr ied on the New Indian Women. The
research was done bas ica l ly to ge t an idea what the
women th ink of Home- Maker . Do the today’s women
th ink themselves jus t the housewife or the home- Maker .
In th is research the p lanning tool was used, the tool was
HOT BUTTONS. A ques t ionna ire was made, i t conta ined
30 quest ions . The sample s ize was 100. the main targe t
was the Housewives- 20-45 yrs . Housewives were
targe ted because they a re the main person in the i r home,
they only make the home, bui lds up the re la t ionships ,
take care of her fami ly , cooks food for her fami ly , and so
on.
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There were severa l quest ions based on Home Making,
Rela t ionships , Reward &recogni t ion , Dreams, Desi res
&aspi ra t ion .
Ques t ions are :
- di f ference between a house wi fe and a Home Maker .
- Most pre ferred home making act iv i ty .
- Most enjoyable out o f home act iv i ty .
- Most valued par t o f your day .
- What sacri f ices have your made for your fami ly
- The happies t shared moments .
- Act iv i t ies that she does to be fr iend her chi ldren.
- How do you keep your husband happy.
- How do you keep your son/daughter happy.
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- Emot ional reward f rom her fami ly .
- Most remembered gi f t s .
- What makes your day .
- Khwaish that she has for se l f , for fami ly as a whole ,
for husband, for chi ldren.
- Her farmish .
- Dream Career .
The HOT BUTTONS used are :
Koi bhi wife house maker hot i ha i , ghar ko
kaise banana hai , ghar k i zarura t kya hai .
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The f i r s t th ing I ge t in my mind when I hear
house maker i s tha t one who makes the house ,
decora te her house and the one who looks af ter
her husband and her chi ldren .
The word home maker sounds l ike an e lec t ronic
word.with which the work can be done very
fas t . House wife i s the one who takes care of
the house .
Home maker shapes a house wi th sent iments .
Every wife i s a house maker because she knows
how to make house , and knows what are the
necess i ty of the house .
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Home maker i s more to home and not house-
mainly kni t t ing the fami ly together .
Home maker sounds bet ter as compared to
house wife……house wife sounds as i f servant
of the house- employed for c leaning purpose .
I enjoy decora t ing my house and I l ike to crea te
something on my own and decora t ing i t……I
fee l rea l ly n ice doing th is .
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NEW BUSINESS OF DENIMS
A new bus iness of denims i s be ing launched in the
coming months in the market . A research was being
car r ied tha t how many people l ikes to wear Denims. A
quest ionnai re was prepared, i t consis ted of 20 quest ions .
The sample s ize was 50. the main target of the research
were the youngsters 18- 24 yrs , because th is i s the
sec t ion which prefers to wear denims .
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This work of mine i s an i l lus t ra t ion of my t ra in ing
process . During my t ra in ing in Leo Burnet t , I got to know
about working process of an ad agency. Working in a
world’s top adver t i s ing agency- Leo Burnet t , was a grea t
learning exper ience .
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In Leo Burnet t , I worked in the p lanning & research
depar tment . There I got to know about the d i f ferent
procedures of p lanning. Besides , I a l so got to know about
the c l ient- servic ing Depar tment . I got oppor tuni ty to go
for an outdoor shoot of an ad . The shoot was done for the
Times Matr imonia l . This a l l was very exc i t ing . I came to
know what a l l th ings a re involved for the shoot of an
adver t i sements for pr in t Media . The t ra in ing has he lped
me in re f in ing my theore t ica l knowledge and enshr ined
my prac t ica l sk i l l s .
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QUESTIONAIRE ON NATIONAL GEOGRAPHIC
Q.1 WHICH TV CHANNELS ARE YOU AWARE OF?
CHANNEL TOP OF MIND UNAIDED AIDED
STAR PLUS
STAR WORLD
STAR NEWS
STAR SPORTS
STAR MOVIES
CHANNEL [V]
MTVDISCOVERY
NATIONAL GEOGRAPHICESPNHBOAXNSONY ZEE TV
SAHARA TVSAB TVCARTOON NETWORKF TVHALLMARK
ANY OTHER
Q.2 HOW MANY HOURS IN A WEEK DO YOU SPEND WATCHING TV?
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Q.3. WHICH TV CHANNELS DO YOU WATCH REGULARLY. WHY ( TOP 2 CHANNELS)
Q.4. WHICH ‘INFOTAINMENT’ CHANNEL DO YOU LIKE TO WATCH?
Q.5. HOW MANY HOURS IN A WEEK DO YOU SPEND ON WATCHING
NATIONAL GEOGRAPHIC
DISCOVERY
Q.6. WHICH CHANNEL YOU LIKE THE MOST DISCOVERY OR NATIONAL GEOGRAPHIC? WHY
Q.7. WHAT ARE YOUR FAVOURITE PROGRAMME
NATIONAL GEOGRAPHIC
DISCOVERY
Q.8. ARE YOU AWARE OF A NEW EXPEDITION THAT NATIONAL GEOGRAPHIC WILL BE ORGANISING?
YES, WHAT IT IS.
NO
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Q.9. WOULD YOU LIKE TO PARTICIPATE IN THIS EXPEDITION?
Q.10. WOULD YOU LIKE TO WATCH THIS EXPEDITION ON TELEVISION?
Q.11 DO YOU LIKE THIS IDEA?
IF YES, WHY
IF NO, WHY
Q.12 DO YOU WANT TO RECOMMEND ANY CHANGES TO NATIONAL GEOGRAPHIC CHANNEL TO MAKE THE CHANNEL MORE BETTER.
NAME:AGEADD:SEX:
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NEW BUSINESS OF DENIM
Name:Age:E-mail id:College: Degree (which year):
1. What are your everyday brands of clothing?
Product Brand 1 Brand 2JeansShoesShirtsFormal PantsT-shirtsWatch
2. What brands of jeans are you aware of?
a)b)c)d)e)
3. If any of these brands have not been mentioned - (aided) Have you heard of? Levi’sWranglerKillerNewportLive –inLeeSan Frisco
4. The following brands originated from which countryUSA Europe India
San FriscoLeeLevi’sWranglerBenetton
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NewportParxKillerLive-in5) Statements that best describe each brand (mark which Jean are an expression of the following statements)
Lee Pepe San Frisco
Levis Wrangler Live-in
Flying Machine
Ruff n Tuff
Benetton
Any other brand
My favorite pair of jeansJeans that I like to wear on special occasionsJeans that have the best fits and styleI am most comfortable in The Original jeansMy friends would think I were coolThey make me look cool n hipI look sexy inBrand that reflects my personality Not stylish/sexyBrand that I would wear everydayI hate to put them to washIt is meant for the oldiesJeans that keep changing with the timesI hate these jeans
6) What factors are most when buying jeans (1 most preferred 5 least preferred)
Comfort
FitStyle/design
PriceColor
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7) Statements regarding jeans in general and Levis in particular? ( 1 – strongly agree, 2 – agree somewhat, 3- disagree, 4 – strongly disagree)
1) I think Indian brands of jeans are not cool1) 2) 3) 4)
2) Jeans are for everyday wear?1) 2) 3) 4)
3) Wearing Levis makes me look cool in my group1) 2) 3) 4)
4) Levis are expensive jeans1) 2) 3) 4)
5) I wouldn’t buy Levi’s I would wait for someone to gift them to me1) 2) 3) 4)
6) Levis is what my Dad wears1) 2) 3) 4)
7) If I had the money I would rather buy Levis than any other jeans1) 2) 3) 4)
8) Levis is my favorite brand for jeans1) 2) 3) 4)
9) Levis are comfortable and rugged jeans1) 2) 3) 4)
10) Levis make me look very sexy/stylish?1) 2) 3) 4)
11) When I wear Levi’s heads turn1) 2) 3) 4)
12) Levis takes my shape very well.1) 2) 3) 4)
13) I can even sleep in my Levis1) 2) 3) 4)
14) I always feel dressed up in my Levi’s1) 2) 3) 4)
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15) Levi’s is best for outdoors – I can do anything wearing them.1) 2) 3) 4)
16) Levis is for weekend dressing1) 2) 3) 4)
17) Levi’s is an overrated brand of jeans1) 2) 3) 4)
Some style statements for Levis
18) Levis is innovative in it’s design and colors1) 2) 3) 4)
19) Levis never go out of style1) 2) 3) 4)
20) Levis are the original jeans1) 2) 3) 4)
21) Levis are not cool1) 2) 3) 4)
22) Levis are not meant for trend setters1) 2) 3) 4)
23) My wardrobe feels complete with Levis 1) 2) 3) 4)
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BIBLIOGRAPHY
Advertising Management: Batra, Myers, Aaker.
Marketing Management: Phil ip Kotler
Advertising as a career: Subrata Banerjee.
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