ibrar ahmed 1111
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INTERNSHIP REPORT ON
Image Technology
IBRAR AHMED
Submitted in partial fulfillment of the requirements
for the degree of Master of Business Administration
at
National University of Modern languagesIslamabad, Pakistan
December, 2010
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Image Technology@Copyright by IBRAR AHMED, 2010
National University of Modern Languages
Faculty of Information Technology & Management Sciences
It is hereby that the report has been thoroughly and carefully read and recommended to the
faculty of Management Sciences for acceptance of final internship report by IBRAR AHMEDsession (January 2009 To December 2010) Evening, in partial fulfillment for the degree of
Master of Business Administration National University of Modern Languages Islamabad.
Date:-________________
Supervisor Name: _________________________
Supervisor Signature: ______________________
Panel Member Name: ______________________
Panel Member Signature: ___________________
Head of Department: ______________________________
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Image Technology
National University of Modern Languages
Faculty of Information Technology & Management Sciences
REGISTRATION FORM
PERSONEL INFORMATION
Name of Student: IBRAR AHMEDSession: January 2009- December 2010Course: MBA (MARKETING) Shift: Evening
Roll No: Email: [email protected] No: +923325446740
Organization Name: Image Advertising
Brief Description: I have selected this organization because I was interested in Advertisingindustry. During internship I find out the MARKETING position of this organization so I have
selected this organization for the accomplishment of internship report because I was working in
MARKETING and other departments. So I did not feel any difficulty for the accomplishment of
report in this organization.
The available time limit for completing internship research report is 8 weeks immediately after
completion of course work.
Supervisor Signature: _________________________
Supervisor Signature: _________________________
Head of Department: ______________________________
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Image Technology
DEDICATION
All the dedication of my work is goes to my loving parents and my respected teacher who
encourage me for the completion of my work.
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Image Technology
ACKNOWLEDGEMENT
First and foremost, I would like to thank Almighty Allah for giving me the ability and strength to
complete this report. I thank Allah the Most Gracious and the Most Beneficent, for enabling me
to under take and complete this work.
I also thankful to our respective parents for providing us with the opportunity to receive higher
education in such an accomplished institution that required us to carry out such projects that
expand the dimensions of our mind and giving us better living standard.
I am very grateful to Mr. Adnan Iftikhar, coarse instructorunder whose guidance and assistance
I was able to successfully complete my report. I am also thankful to my colleague Mr. Waqar
Ahmeed, whose advice and thoughts helped me to gain a better understanding of advertising
agency.
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Image TechnologyTABLE OF CONTENTS
DESCRIPTION PAGE NO
Title page 1
Approval letter 2
Registration Form 3
Dedication 4
Acknowledgement 5
Table of content /; 6
Executive Summary 8
1. History 9 to 13
History of advertising in world 10
History of advertising in Pakistan 12
History of the company 13
2. Introduction of the company 14 to 21
Image Technology 15
Vision 17
Mission 17
Company values 17
Departments 18
Hierarchy 21
3. Marketing 22 to 31
Marketing overview of the company 23
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Image Technology4 Ps 24
Product and services 24
Price 26
Place 27
Promotion 27
Marketing Strategy 29
4. Analysis 32 to 37
Swot 33
Pest 34
Portfolio Analysis 35
Organization Structure 37
5. Internship experience 38 to 44
Job Description 39
Week wise Duties & Activities 40
Skills used and gained 42
Problems identified 44
6 .Recommendations, Conclusion 45 to 48
Recommendations 46
Conclusion. 47
Bibliography 48
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Image Technology
Executive summary
In Mba the internship program is very compulsory for students and without the internship
program degree is not completed .It is very important for me to learn all the concepts practically
associated with the course.Internship was my first step in practical life, through which I learnt a
lot and it has added valuable experience that would help me once I enter into the professional life
after the completion of my studies. For that purpose I select Image Technology and complete 8
weeks of training. During internship my working was for the four different departments: finance,
marketing, customer services and designing department. In finance department I learned general
recording of accounts, cash inflows and outflows. I enjoyed a lot in marketing department, their I
learned that how company promote sales, conducting researches and capture target market. I
spend two weeks in customer services department where I learned that how company interact
with clients. In designing department I seen different creative techniques and softwares
applications used by the designer.
In my report the first chapter is about overall history of advertising in the world, advertising in
the Pakistan and advertising history of the company. In second chapter the introduction of the
company is discussed, in which companys vision, mission, values, hierarchy, goals. Objective
and departments are being explained in detail. The third chapter is about marketing in which
companys product and services and marketing strategy is mentioned. Fourth chapter is about
analysis of the Image Technology, in this chapter SWOT and PEST analysis is explained in
detail. Fifth chapter is about internship experience, so in this chapter I mentioned job description,
specification, week wise activities and duties, skills used and gained during training and
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Image Technologyproblems I faced during internship. The recommendations for the company and conclusion of my
report are discussed in chapter six.
CHAPTER 1
HISTORY OF ADVERTISING
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Image Technology
History of advertising
Advertising is the nonpersonal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors through the various
media."
The advertising business is a huge that has been going for millennia. The process of raising
awareness for a product or a service is indeed an ancient one, the first effective method of
advertising started with the ancient Greeks and Romans. What they did is they carved signs and
placed them just outside their shop. The picture on the sign would symbolize what product or
service they had to sell or offer. For example, a barber would most probably have a pair of
scissors as his sign.
The first radio-advertisement was broadcast in 1922 in New York on the WEAF radio station.
And the first television advertisement was broadcast July 1, 1941 in USA. George Reynell set up
the first advertising agency in London, United Kingdom, in 1812.In the 1950's world saw a huge
consumerism boom. The economy was thriving, and everything was cheap and must-have. With
the mass sales of the TV, advertising agencies could now broadcast their message by the widest
reaching, most popular and effective medium of advertising ever by far.
Advertising became big business in the 20 th century, offering many different jobs in advertising
agencies and the marketing section. The use of the media, like newspapers, television, direct
mail, radio, magazines, outdoor signs and of course the Internet made this growth possible. In the
19th century new technologies were developed and brand-new methods invented. As a result a
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Image Technologysurplus of production was formed. Warehouses of many factories were overflowing. In this way
it was necessary to create useful advertisements, which would cover all large spaces, utilizing a
large variety of mass media sources.
The first advertising agent who created such a network was Volney Palmer. The agency placed
ads produced by its clients in various newspapers. Another early advertising agent in London
was Charles Barker, and the firm he established traded as 'Barkers. They used advertising
techniques to promote commercial goods and services can be used to inform, educate and
motivate the public about non-commercial issues. In 1960s advertising transform into a modern
approach in which creativity was allowed to shine, producing unexpected messages that made
advertisements more tempting to consumers' eyes. Now advertising agencies used different
techniques to promote the products.
The late 1980s and early 1990s saw the introduction ofcable television. Marketing through the
Internet opened new frontiers for advertisers. At the turn of the 21st century, a number of
websites including the search engineGoogle, started a change in online advertisingby
emphasizing on creativity and promotion of new ideas. Now Commercial advertising media can
include wall paintings,billboards, street furniture components, printed flyers and rack cards,
radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts,
webpopup, skywriting, bus stop benches, human billboards, magazines, newspapers, town
criers, sides of buses.
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http://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/Web_search_enginehttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Muralhttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Street_furniturehttp://en.wikipedia.org/wiki/Rack_cardhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Pop-up_adhttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Human_billboardhttp://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/Web_search_enginehttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Muralhttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Street_furniturehttp://en.wikipedia.org/wiki/Rack_cardhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Pop-up_adhttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Human_billboard -
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Image Technology
History of advertising in Pakistan
Advertising promotes a product, service or event to its target audience. A target audience is the
portion of the general public that products, services or events were created for to fill a desire or
need in the marketplace. Advertising is written by advertising copywriters and finished with
artwork by graphic designers. An advertising agency or ad agency is a servicebusiness dedicated
to creating, planning and handling advertising (and sometimes other forms ofpromotion) for its
clients. An ad agency is independent from the client and provides an outside point of view to the
effort of selling the client's products or services. An agency can also handle overall marketing
and branding strategies and sales promotions for its clients.
Advertising agencies are operating the business almost in every city of the Pakistan. Especially
in big cities like Islamabad, Karachi, and Lahore. Since 1952 Ad agencies come in all sizes;
some advertising agencies limit the amount and kind of service they offer. Such agencies usually
offer only one or two of the basic services. For example, although some agencies that specialize
in "creative" also offer strategic advertising planning service, their basic interest is in the creation
of advertising. Similarly, some "media-buying services" offermedia planning service but
concentrate on media buying, placement, and billing.
Advertising agencies produce logos, creating effective and attractive color schemes to draw the
consumer's attention to their clients' ads. They also prepare slogans and brochures, and write
descriptive copy for sales materials.
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http://www.wisegeek.com/what-is-a-target-audience.htmhttp://www.wisegeek.com/what-is-a-copywriter.htmhttp://www.wisegeek.com/what-is-a-graphic-designer.htmhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Media_plannerhttp://www.wisegeek.com/what-is-a-target-audience.htmhttp://www.wisegeek.com/what-is-a-copywriter.htmhttp://www.wisegeek.com/what-is-a-graphic-designer.htmhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Media_planner -
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Image Technology
History of the company
It all begins 25 years back with a single product, doing business in a single market Mr.
Muhammad Ibrahim Janjua was the founder of Image studio.
It was not just the name of the company but was the birth of a new concept equipped with the
innovative idea to face the challenges of the dynamic environment, Image studio renamed as
Image Technology. In year 2001 which is now being run by the third generation.
Marinating the traditions of Image studio, Image Technology continued to provide the best
products and services to it clients at competitive price.
Till 2005 it was providing the outdoor advertising products and services to many local and
multinational companies, but in 2006 it expanded it business by stepping in to flex printing and
2009 LSED (Large Scale of Electronic Device).
In an era when there was no concept of Flex and every advertising board (Billboards) had to be
painted with hands, Image studio is the pioneer of introducing the Flex skin on advertising
boards. It prides itself on its proven track record for its excellent products and services which is
the reason why market giants like Mobilink, U-fone, Wi-tribe and Muree Beverages and Haier
electronics chose Image Technology for their launches and campaigns in twin cities.
In 2009 it expended it business by stepping into LSED.
It prides itself on its proven track record for its excellent products and services which is the
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Image Technologyreason why market giants like Sama Tv, Shazeen and local & multinational companies.
Companies chose image technology for playing their adds.
CHAPTER 2
INTRODUCTION OF THE COMPANY
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Image Technology
Image Technology
Image Technology is a specialized agency dealing in outdoor advertising only.The company
uses various types of promotional displays LSED, from highway billboards to transit posters and
arena placement, all geared towards communicating a message to the public. The message might
be to buy a product, take a trip etc. LSED/Billboard advertising is a traditional out of home
advertising format, but there has been significant growth in digital out of home advertising.
Image Technology gains its agency by:
Its reputation of creating creative and innovative advertisement.
Good communication with clients
Good association in a campaign
Better research about the market
The medium of advertising used by the Image advertisers are:
LSED/Bulletin - Bulletin billboards are usually located in highly visible, heavy traffic areas
such as expressways, primary arteries, and major intersections.
Bus Advertising - It establishes brand awareness and generates quick recall with high profile
exposure near point of purchase locations.
Poster - Target local audiences with these billboards, which are highly visible to vehicular traffic
and are ideal for the introduction of new products/services
Wallscape -These billboard advertisements are visible from a distance and provide tremendous
impact in major metro areas.
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Image Technology
Mobile Billboard - Mobile billboards offer a great degree of flexibility to advertisers. These
advertisements can target specific routes, venue or events, or can be used to achieve market
saturation.
Other types of non-digital out-of-home advertising include airport displays; transit and bus-
shelter displays; headrest displays; double-sided panels; junior posters; and mall displays.
Services Offered By Image Technology
The following services are offered by company:
Advertising
Designing and creative management
Outdoor advertising
Account planning
Research
Direct marketing
Media (management, planning, buying)
Public relations
Event management
Sales promotion
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Image Technology
Vision
To claim as the best advertising firm in Pakistan, dedicated to serve our clients with creative
solutions and innovative ideas through intensity, integrity and intelligence.
Mission
Company mission is:
To be Pakistans leading marketing firm which provides creative solutions
coupled with innovative ideas to the clients.
To be associated with our clients as their marketing partner by helping
Them to achieve their marketing objectives.
To obtain and sustain distinct competence through efficacy of our customerservice and enthusiasm towards our vision.
To be recognized as the firm which inspires creativity, sparks innovation andencourages talent.
To promote rewarding, encouraging, motivating environment in which wecan accomplish our mission.
Company Value
Image Technology company is goal oriented. It is worth to choose to if you value:
Work results
Integrity
Passion
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Image Technology Creativity and innovation
Work experience and expertise
Team work
Departments of the Company
We can divide the whole organization of Image Technology into 6 (Six) major departments these
are
Finance Department
Marketing Department
Client Services Department
Designing/Creative Department
Administration
Production Department
Finance Department
Finance Department consists of 6 (Six Employees).The financial section of the organization will
keep manual/electronic records of money received and paid out by the organisation. This
information will then be used to produce various financial statements for tax purposes and to
comply with legal requirements. The information will also be used to produce management
accounts to enable senior managers to plan and review business strategy.
The finance department or unit may also be responsible for administering employee expenses
and salaries. For payment of wages the finance department will need to take into account
statutory deductions such as tax, and employee contributions such as pension or loan
repayments.
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Image Technology
Marketing Department
Marketing Department consists of more than 12 employees. The marketing department will
research customer needs to develop strategy and product to satisfy that customer need. In its
research, the marketing department will investigate the market they are aiming at; the type of
consumer making up the market (age, background sex etc) and the preferences of the consumer
within that market. The marketing department will then need to marry consumer preferences
with producing a product that is profitable. Once the product has been designed by the
production department marketing will then need to package, advertise, and promote the product.
Sales are responsible for persuading the consumer to purchase the end product, manufactured
through marketings research. The Sales Departments selling strategy could involve mailshots,
travelling sales representatives, telephone sales and devising the sales interview.
Broad responsibilities of a Marketing Department are:
1. Focus on the Customer
2. Monitor the Competition
3. Own the Brand
4. Find & Direct Outside Vendors
5. Create New Ideas
6. Communicate Internally
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Image Technology7. Manage a Budget
8. Set the Strategy, Plan the Attack, and Execute
Client Services Department
A company's customer service department handles the concerns of customers. The department
answers customers' questions, attempts to resolve customers' complaints and tries to sell new
services to them. Most companies have a separate customer service department; although in
some cases a receptionist may function as a customer service representative. In some cases, the
customer service department alerts customers about important information on certain products.
There are 4 persons who are working in this department
Designing/Creative Department
There are 6 persons who are working in this department
The creative department is responsible for creating and producing the print and broadcast
advertising .Strategy is key, a good creative work is always guided by a creative strategy that sets
forth goals to be accomplished. Creative department consist of three graphic designers.
Administration
This involves dealing with all administrative tasks including mail handling, dealing with
enquiries/complaints, catering, and computer services. They will also produce documents (e.g.
forms, stationary, and newsletters) for the organization and maintain the organizations premises
and equipment.
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Image TechnologyThis function although not always recognised is vital, as it is the glue that holds the organisation
together. Without an administrative department, customer complaints would not be resolved,
customer orders may not be processed, and the workforce may not have the tools they need to
complete their tasks.
Production Department
Production department contains 4 persons namely the machine operator and its three helpers. The
production departments produce goods and takes care that they are producing the right amounts
of goods and their production is good for the sale. They also check the quality of the products.
They arrange things and they buy the raw materials for the products. They also take care that the
equipments and the machine (Pena flex) are in right order.
Hierarchy of the Company
In an organization, the hierarchy usually consists of a singular/group of power at the top with
subsequent levels of power beneath them. All the members in the hierarchy communicate with
their immediate superior and with their immediate subordinates. The hierarchy of Image
Technology
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CEO
Director Operations Director Marketing Director Finance
Manager Operation Manager Marketing Manager Finance
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Image Technology
CHAPTER 3
MARKETING
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Quality and
Customer ControlSales Force and
PromotionsAccountancy
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Image Technology
Marketing of Image Technology
Marketing is the process by which companies create customer interest in goods or services and
build strong customer relationship in order to capture value from customers in return.
Image Technology Advertising company generates the strategy that underlies sales
techniques, business communication, and business development. Basically two types of
marketing strategies are implemented in the company.
Outbound Marketing:
1. Advertising and promotions (focused on the product)
2. Sales
3. Public and media relations (focused on the entire organization)
4. Customer service
5. Customer satisfaction
Inbound Marketing:
Marketing Research (tools & methods to examine markets, their needs, competitors, etc.)
Competitive Analysis
Pricing
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Image TechnologyPositioning (including writing your positioning statement)
Naming and Branding
4 P's of Marketing
Marketing decisions generally fall into the following four controllable categories: By using
variations of these four components you have the ability to reach multiple consumers within
target market.
Product
Price
Place (distribution)
Promotion
Product
The term "product" refers to tangible, physical products as well as services. Company iscurrently offering the following products to its customer.
LSED
Hoardings/Billboards/Signboards
Pena flex/Streamers
Vinyl Stickers
Shop Boards
Over view of each product:
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Image TechnologyLSED: Large Scale of Electronic Device.
LSED deliver your brand message and captivating the attention of your brand audience while
carrying your campaign through large scale of electronic device. We ensure that your message
reaches million of people per month.
Hoarding/Billboards/Signboards:
Billboards deliver your brand message and captivating the attention of your brand audience
while carrying your campaign. We ensure that your message reaches million of people per
month.
The billboards are further divided into two main categories
.
Permanent billboards
Rotary billboards
In permanent billboard, we offer permanent location of billboard with permanent structure, and
in rotary billboards we penetrate different market with same displays.
Pena Flex/Streamers:
Usually used in campaigns and at the time of launching a new product. It also helps in outdoor
Marketing.
Vinyl Stickers:
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Image TechnologyStickers which are evergreen and not damaged by any external factor are known as Vinyl.
Shop Boards:
These Boards installed on the shop. The name and nature of the business is mention on the
board. These can be back light or front light.
Price
price is the quantity of payment or compensation for something orMarket value, or agreed
exchange value, that willpurchase a definite quantity, weight, or othermeasure of a good or
service. The details of price of the products which Image advertisers offer are:
LSED
LSED Advertising effective and cost efficient in electronic advertisement. The cost of LSED
charge as per minute and pick hours and off hours. LSED charge different in pick hours and off
hours.
Billboards/Signboards
Billboard advertising can be an effective and cost-efficient way for entrepreneur to promote their
products and services. The cost of the billboards basically depends on the area and location.
The hoardings are charged on monthly bases. On Murree road in Rawalpindi, from Fiazabad to
Saddar, there are total of 200 small and big hoardings and billboards out of which 89 were found
empty. Among these hoardings we noted that relatively bigger boards were free and available for
to let. By the way, these large sized hoardings cost Rs. 7 to 8 Lac per year on average.
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http://www.businessdictionary.com/definition/market-value.htmlhttp://www.businessdictionary.com/definition/exchange.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/definite.htmlhttp://www.businessdictionary.com/definition/quantity.htmlhttp://www.businessdictionary.com/definition/weight.htmlhttp://www.businessdictionary.com/definition/measure.htmlhttp://www.businessdictionary.com/definition/market-value.htmlhttp://www.businessdictionary.com/definition/exchange.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/definite.htmlhttp://www.businessdictionary.com/definition/quantity.htmlhttp://www.businessdictionary.com/definition/weight.htmlhttp://www.businessdictionary.com/definition/measure.html -
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Image TechnologyPena flex/Streamers
Pena flex is charged on per square feet basis. And its price fluctuates as per market rate. Usually
Image Technology charged 14 to 18 Rs per Sq.ft from the local and 40 to 450 Rs per
Sq.ft to the corporate sector.
Vinyl Stickers
Vinyl stickers are tough, which stand up to the elements pretty well. The sticker stick on the
window or any objects quiet comfortably. This is expensive outdoor media mainly multinationals
use them on their franchises. Image Technology charges 50 Rs per Sq.ft from the corporate sector.
Shop Boards
Shops boards are usually priced according to their display size and the price include all the
production and installation charges depending upon the space of its display.
Place (distribution)
Distribution is to about getting the products to the customer. Image advertisers using strong sales
force to compete in the market and to target the customers. Some examples of distribution
decisions include:
Distribution channels
Market coverage (inclusive, selective, or exclusive distribution)
Specific channel members
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Image TechnologyPromotion
In the context of the marketing mix, promotion represents the various aspects of marketing
communication, that is, the communication of information about the product with the goal of
generating a positive customer response. Marketing communication decisions include:
The elements of the promotions mix apply by Image advertisers are:
Personal Selling.
Sales Promotion.
Public Relations.
Direct Mail.
Personal Selling
Personal selling is oral communication with potential buyers of a product with the intention of
making a sale. The personal selling may focus initially on developing a relationship with the
potential buyer, but will always ultimately end with an attempt to "close the sale. The sales
force of Image Technology is very active; they know how to enhance the selling. And to capture
the market.
Sales Promotion
An activity designed to boost the sales of a product or service. Image Technology is using some
promotion techniques: it may include an advertising campaign, increased PR activity, a free-
sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions,
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Image Technologysetting up competitions with attractive prizes, temporary price reductions, door-to-door calling,
and telemarketing.
Public Relation
Public relations include ongoing activities to ensure the overall company has a strong public
image. Image advertisers build strong public relations: the activities include helping the public to
understand the company and its products. As noted above, public relations are often considered
as one of the primary activities included in promotions.
Direct Mail
Advertising mail, also known as direct mail, junk mail, or ad mail. A well-executed direct
advertising campaign can offer a positive return on investment as the message is not hidden with
overcomplicated branding. Instead, direct advertising is straight to the point; offers a product,
service, or event; and explains how to get the offered product, service, or event.
Marketing Strategy
Writtenplan (usually a part of the overall corporateplan) which combinesproduct development,
promotion, distribution, andpricing approach, identifies the firm's marketinggoals, and explains
how they will be achieved within a stated timeframe. Marketing strategy determines the choice
oftarget marketsegment,positioning, marketing mix, and allocation of resources.
Marketing strategy of Image Technology is:
Market Segmentation
It is the process of dividing a market into different groups of buyers with different needs,
characters or behavior. Image advertisers deal with different customers e.g. some customers
respond the same way to marketing efforts regardless of any price. so these type of customers
included by Image company in one market segment.
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Image TechnologyTarget Market
It involves breaking a market into segments and then concentrating your marketing efforts on
one or a few key segments. Image Company evaluating market segment in a following way:
Geographic segmentation based on location such as home addresses
Demographic segmentation based on measurable statistics, such as age or income
Psychographic segmentation based on lifestyle preferences
Positioning
In marketing, positioning mean the process by which marketers tries to create an image or
identity in the minds of their target market for itsproduct, brand, or organization. Image
Technology has a strong benefit in the market because the company knows the target market
very well.
Marketing Strategy Challenges:
If marketing strategy message is poorly executed ...
If customer is missing the connection ...
More customers are treating our offerings as commodities ...
If best market opportunities are dismissed ...
If sales organization is still trying to be all things ...
Image Technology Company knows all the challenges of market. The company knows how to
compete in the market.
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http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Brandhttp://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Brandhttp://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/http://www.primemarketingstrategy.com/ -
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Image TechnologyProcess flows of Image Technology.
Introduction of our services to the client
Client briefing about product/service
Brief discussion with creative director
Media work begins
Creative work begins
Proposal presented to the client
Discussion with brand team
Clients approval
Printing and output presented to the client
Final display of ad campaign
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Image Technology
CHAPTER 4
ANALYSIS
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Image Technology
SWOT Analysis
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in aproject or in abusiness
Strengths
Satisfying the need of the customers
Meeting up the client requirements in time
Innovative & creative in advertisement segment
Quality in advertisement
Management is highly experienced and skilled.
Efficient team working environment
Weaknesses
Pricing strategy
Capital constraints
Limited resources
Less client holdings
Centralized structure
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Image Technology
Opportunities
Customers becoming more educated and conscious about what they consume.
New Brands emerging in the market
Entering in international market to attract global clients
All focus should be on promotion and marketing
Threats
Lack of creative minds & also too expensive in overall management.
Intense competition
Multiple market leaders
PEST Analysis
PEST analysis stands for "Political, Economic, Social, and Technological analysis" and
describes a framework of macro-environmental factors.
Political
Political system is not a very stable one and governments keep on changing very quickly
Company faces problems due to bad tax policy
Economic
Due to high inflation rate in the country company faces difficulties. This effect the profit
ratio.
There is low growth in the market due to high rates of medium.
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Image Technology
Social
There are changes in consumers lifestyles. Consumers are more health conscious.
It is easy to bring change due to advertising
Technological
As the technology advances, new products are introduced into the market. But Image
Technology lacking technical recourses due to economic conditions.
Portfolio Analysis
Portfolio analysis is a study of the performance of specific portfolios under different
circumstances. And to Analyzing elements of a firm's product mix to determine the optimum
allocation of its resources. Two most common measures used in a portfolio analysis are market
growthrate and relative share. I did company portfolio analysis with BCG approach.
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PENAFLEX(STAR)
VINYL STRICKERS(QUESTION MARK)
HOARDINGS(CASH COW)
SHOP BOARDS(DOGS)
MARKET SHARES
MARKETGR
OW
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Image Technology
Star:
Stars generate large amounts of cash because of their strong relative market share, but also
consume large amounts of cash because of their high growth rate. LSED comes under the star
because this product come first in the company and bring huge market share and growth.
Cash Cow:
As leaders in a mature market, cash cows exhibit a return on assets that is greater than the market
growth rate, and thus generate more cash than they consume. Such business units should be
"milked", extracting the profits and investing as little cash as possible. In Image Technology
LSED/Hoarding/Billboards is valuable asset for the company. This product is fully in the market
and at this need no investment. Company earns a lot from this product.
Question Mark:
Question marks are growing rapidly and thus consume large amounts of cash, but because they
have low market shares they do not generate much cash. The result is large net cash
consumption. A question mark has the potential to gain market share and become a star, and
eventually a cash cow when the market growth slows. Vynil sticker is one of the examples of this
question mark. Company still carries this product and need some time whether to continue carry
vinyl or not.
Dog:
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Image TechnologyDogs have low market share and a low growth rate and thus neither generate nor consume a large
amount of cash. Shop boards or shop hoardings come under the dog. Shop boards are not giving
business to the company because it is costly.
Organization Structure
The activities within a Image Technology advertising agency are typically divided into 4 broad
groups: account management, the creative department, media buying, and research. These
divisions are usually physically separated, although all four areas work closely together to
produce an advertising campaign in its entirety.
Account managers usually have daily interaction with a counterpart at the client's office
and coordinate the activities of the other departments according to the client's wishes.
The creative department designs original themes or concepts for ads.
The media department places finished ads within the media in which they will receive
the most exposure to a target audience.
The research department provides data about consumers to help the agency and the
client make informed advertising decisions.
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Image Technology
CHAPTER 5
INTERNSHIP EXPERIENCE
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Image Technology
Job Description
I have performed different activities at Image Technology Company during 8weeks of my
training. Although my initial knowledge about advertising agency was very limited, but this
internship give me confidence and experience to work in professional environment. And I gained
a lot from this training.
Following are the activities and duties which I have performed during my internship:
Responsibility of explaining customer about the solution of the problem faced by them in
their product.
Meet directly with the customers in order to generate the sale.
Participate in the promotion activity of promotion of products Analyze the ways of doing
work in the market
In which my duty is to demonstrate the product and generate the sale.
Involvement in a variety of national and local environmental programs.
By training in advertising firm. I managed to build PR with local and multinational
companies.
In finance department I learn accounts handling.
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Image Technology
Duties and Activities
I had a wonderful learning experience in advertising company. Department wise my duties and
responsibilities are:
Finance Department (5th July to 19th July)
I spent almost 2 weeks in the finance department. It was great experience; I learned account
handling, dealing with the banks, Preparation of budget, appropriation of accounts, re-
appropriations, surrender and savings. Control of expenditure and ways & means position. Some
duties which I performed in this department are:
General accounting records
Budget administration
Cost allocation
Accounts handling
Payroll
Technical assistance to service providers
Billing
Cash flows
Investment plans
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Image Technology
Marketing Department (19th July to 2nd Aug)
It is the key department in Image Advertising. I personally enjoyed a lot in this department.
Marketing is an essential business activity for profit and non-profit organizations. Department of
marketing takes care of making business more profitable and its products to be in much demand.
I learned that marketing department act as a guide and lead the company's other departments in
developing, producing, fulfilling, and servicing products or services for their customers. The
marketing department will seek to make sure that the company has a marketing focus in
everything that it does. It will work very closely with production to make sure that new and
existingproduct development is tied in closely with the needs and expectations ofcustomers.
The major tasks of marketing which I seen in the marketing department are:
Advertising & Communication
Direct marketing
Conducting researches and market management
Service Marketing
Maintaining image of the company
Idea generation
Promoting and professional sales
Client Services Department (2nd Aug to 16 th Aug)
A customer services department of Image Technology is the department responsible for
assisting customers after a product or service has been sold. The responsibilities of a customer
service officer can range from dealing directly with the customer to promoting the company. By
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Image Technologytraining in this department I learned different techniques, that how to represent and promote the
company.
The tasks in which I involved with the manager of the department are:
Provide problem resolution and be knowledgeable about all services rendered.
Dealing with clients
Answering emails
Speaking on the phone
Client Details - nature of business, team size, target audience.
Designing/Creative Department (16th Aug to 8th Sep)
The Creative Department is responsible for the overall presentation of the channel. Mr.Nasir is
the head of the department who is a famous graphic designer in twin cities. Graphics,
copywriting, animating, filming, wardrobe and set design are just some of the activities which
the creative department is involved in.
Skills used in the Departments
Finance Department:
The skills used in the finance department of Image Technology:
Proper controlling the flow of cash receipts and disbursements to meet the business and
investment needs of the firm.
Understand the reporting requirements for the Department
staffing and time management skills
Communication skill
Evaluating Staff Performance
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Image Technology Teamwork
decision making
Marketing Department:
The skills used in the marketing department of Image Technology:
Ability to work as a team member.
Leadership skills
Researching skills
Patience
Ability to use the internet, design skills.
Market Strategies
Creative Thinking
Client Interactions
Client Services Department:
The skills used in the marketing department of Image Technology:
Emphasis on customer relationships
Creating many opportunities
Assume the customer is telling the truth.
Let the customer talk
Always listen without interruption or comments
Follow-up.
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Image Technology
Designing/Creative Department:
The skills used in the marketing department of Image Technology:
Brain storming
Graphic design skills
Problems identified
Following are the problems which I find while working in the Image Technology.
To communicate with the management .Because most of the time management ignores
because management concerned with their own matters.
In the beginning their was lack of confidence to face the people in the company.
They are not searching the market well to meet the needs of customers.
The Communication problem was also existed, especially with the upper management
Most of the time company treated as a side employee.
No remuriniration given to the trainee
The staff is reluctant to guide the internees, as they show no personal interest in guiding
the internees of various disciplines.
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Image Technology
CHAPTER 6
RECOMMENDATION & CONCLUSION
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Image TechnologyRecommendations
During my training I have observed many things that should be in Image Technology, so these
are:
The advertising agencies should function in a healthily competitive environment rather
than in an aggressive world.
The agencies should definitely give importance to profit maximization but at the same
time give importance to their clients, and employees.
The Image Technology should also conduct a SWOT analysis of the products to be
advertised at the time of accepting assignments along with the routine SWOT analysis of
the clients.
Company should conduct staff training programs to meet international market.
There should be decentralized system in the company, it will surely uplifting the morale
of the employees
I think company should take steps to promote the products in twin cities
Effective research capabilities.
Understanding the marketing program of the marketer.
Having good intimacy with different types of media.
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Image TechnologyConclusion
The internship program is very beneficial. It provides me good opportunity to learn new things.
Moreover it teaches me to know that world of study and world of work are completely different.
Unlike studying, working life is not smooth. Often, I faced many problems during working. I
found that there are two valued things that help me to solve problems are braveness and
patience. Brave to face and be patient to solve them.
I have learned books for my 16 years of education but never did a job, so this internship has
given me the chance to talk and work with different types of peoples. Reading books
can never be enough for us all because we have to learn practical implication of these because
without is just like the fish in the pool.
This is one of the important learning of the internship because in class room we didnt learn how
to talk and conversation with the customers especially in English language so the internship has
given us the chance to do that. While doing internship I learned different skills: File works, going
in different departments for works and meeting that give me much and surely help me in the
future life.
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Image TechnologyReferences and Bibliography
Company
Mr. Muhammad Abid Janjua (CEO of the organization).
Mr. Fasial Chaudhary (Director Marketing).
Mr. Muhammad Shakeel (Director Operations).
Image Technology Profile.
Books Resources
(Philip Kotler Northwestern University, Gary Armstrong University of
California)Principles of Marketing
(Courtland L. Bovee & John V.Thill, George P.Dovel) Advertising Excellence
(Raymond A.Noe ,John R.Hollenbeck) International edition of Human Resource
Managerment.
Online references
http://www.advertising.com.pk
http://en.wikipedia.org/wiki/Ad_agency
http://www ad agency.org.pk/
http://www.advertising history.com/