Abhishek SIP

A PROJECT REPORT

ON

THE MEDIA PLANNING OF HIGH-END PRODUCTS

FOR NIEG IN DELHI REGION(27th APRIL-30th MAY)

SUBMITTED IN THE PARTIAL COMPLETION OF THE POST GRADUATE DIPLOMA IN MANAGEMENT

(2008-2010)

SUBMITTED TO SUBMITTED BY MR. AVNISH SINGH ABHISHEK SINGH (ASST. VICE PRECIDENT-MKTG) (2008-2010)

Institute of Productivity & ManagementMeerut

CERTIFICATE FROM THE ORGANIZATION

This is to certify that the project entitled “The Media Planning of High-End

Products for NIEG in Delhi region” is a piece of work done by Abhishek Singh, a

student of Institute of Productivity & Management (IPM) Meerut, was

successfully conducted at The New Indian Express, New Delhi, Which is a part

Express Publication (Madurai) Ltd., from 27th April 09 to 30th May 09, for the

fulfillment of the course Post Graduate Diploma In Management of IPM, Meerut.

Mr. Avnish SinghAsst. Vice President (Mktg.)

2

CERTIFICATE BY THE GUIDE

This is to certify that the project work “The Media Planning of High-End Products

for NIEG in Delhi region” is a piece of work done by Abhishek Singh, student of

Institute of Productivity & Management (IPM) Meerut, under my guidance and

supervision for the partial fulfillment of the course PGDM, Institute of

Productivity & Management (IPM) Meerut.

To the best of my knowledge and belief the thesis embodies the work of the

candidate himself and has been duly completed. Simultaneously, the thesis fulfills

the requirements of the rule and regulations related that the project is up-to the

standard both in respect to the contents and language for being referred to the

examiner.

Signature of the faculty Guide

Name of Faculty Guide

Date: Designation

3

DECLARATION

I hereby declare that the project report entitled “The Media Planning of High-End

Products for NIEG in Delhi region” is the produce of my sincere effort. This

Summer Internship Project Report is being submitted by me, at Institute of

Productivity & Management (IPM) Meerut, for the Partial fulfillment of the course

PGDM and the report has not been submitted to any other educational institution

for any other course.

Date: Signature

4

ACKNOWLEDGEMENT

First of all I would like to express my regards and thank to Dr. Asit Mohan

Director, Institute of Productivity & Management (IPM) Meerut. And Mr. Avnish

Singh, Asst. vice President of The New Indian Express, for granting me an

opportunity to do my Summer Internship at The New Indian Express and

simultaneously gain live industrial experience.

Secondly, I would like to extend my expression of gratitude to Mr. Saravjeet

sir, deputy director of IPM, Meerut in this project, who gave us such a

tremendous opportunity to explore our knowledge in a completely different

market.

With a deep sense of gratitude and humble submission I would like to express my

heartiest gratefulness to my Faculty Guide Prof. Sham Sharma Department of

Marketing, Institute of Productivity & Management (IPM) Meerut, for guiding me

throughout my Summer Internship Project. I am equally great full to Mr. Avnish

Singh, Asst. Vice President of The New Indian Express, for mentoring me

throughout my report.

I am also obliged Mrs. Gitika Visth and all the staff member of The New Indian

Express, New Delhi. And lastly I give my heartiest thanks to my entire revered

Faculty member and my entire classmate for supporting me throughout my

project.

Date: Guide

5

Table of Contents

Acknowledgement...........................................................................................5

Executive summary.........................................................................................7

Introduction.....................................................................................................8

Company profile........................................................................................10

Objectives:.....................................................................................................13

Research methodology..................................................................................14

Brands selected..............................................................................................16

Database collected.........................................................................................27

Data analysis.................................................................................................28

Findings.........................................................................................................28

Suggestion.....................................................................................................28

Limitations....................................................................................................28

Conclusion.....................................................................................................28

Abberiviations...............................................................................................28

Bibliography..................................................................................................28

Webliography................................................................................................28

Questionnaire................................................................................................28

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EXECUTIVE SUMMARY

A company which has crossed almost 76 years has seen lots of rise and fall during

the epoch of V Naidu, S. Sadanand and Ramnath Goenka who laid the foundation

of Indian Express. They were the successive owners who came one after another

during the first four years of paper’s life. But they were astoundingly similar in

there intentions towards the paper. Each with its own way gave the paper a name

and infused it with a spirit of service, sacrifice.

In the given below project, I had been given “To study the media planning of high-

end products”. No doubt Indian market is rapidly becoming a destination of elite

products and every one has a chance to grow in it. I had taken descriptive study in

it. I had all around 8 categories in which there were all around 21 brands. What I

found was these brands were highly relying on print media for there

advertisements. And in print media there 1st preference was magazines. As they

were of the view that through magazines they can target a particular class of

people who are meant for that product. They were of the view that newspapers and

electronic media are good but they are generic.

As we know that The New Indian Express has a diversified business from its daily

newspaper to vernaculars, supplements and a newly launched regional magazine

“Sakhi”. In my opinion “The New Indian Express” should introduce a national

magazine which would be meant for elite people. This would help them to

increase their market share and will also help them to establish nationally as they

are known for their newspaper daily.

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INTRODUCTIONMedia

Media in present scenario has occupied an important place covering information

on market and its size, key trends of market, demographic information etc.

Media industry consists of:

Advertising

It includes agencies which provide display advertising services too.

Broadcast & cable TV

It includes all terrestrial, cable analog TV programming to digital

services

Publishing

It consists of books, newspaper and magazines.

Movies & entertainment market

It includes both producers and distributors of public entertainment

formats such as movies, music etc.

It would be important to note that in 2001, India had 45971 newspapers including

5364 daily newspapers published in more than 100 languages. The largest no. of

newspapers were published in Hindi (20589) followed by English (7596) and in

many more languages like Marathi, Urdu, Bengali, Gujarati etc.

There are several major publishing groups in India; the most prominent among the

group is the Times of India group, The Indian Express Group, The Hindustan

Times Group, The Hindu Group, The Mathrubhumi Group, Dainik Jagran Group,

Anand Bazar Patrika Group.

India has more than 45 domestic news agencies among them famous are PTI

(Press Trust of India), The Express News Service etc.

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NEWSPAPERS

With the introduction of radio and television there has been restructuring of

magazines and newspapers in order to survive in this highly competitive world.

Newspapers have a high level of credibility. Newspaper readers also hold high

interest level in the articles they reads. The increased audience’s interest allows

advertisers t o provides a lot copy details in there ads. Many local consumer relay

heavily on newspaper advertising for information about grocery specials and other

special price discounts.

Kinds of Newspaper Advertising:

Classified Advertising: These are basically referred as want ads.

Classified advertising may be used by national and local advertisers. There

is form of classified advertising known as Classified Display which uses

different type sizes, white space to attract attention and simple illustrations.

Retail Advertising: As the name suggest these type of advertising are

generally given by retail merchant and other local businessmen. Normally it

is two type-

1) Sales Promotion Advertising

2) Image Advertising

National Advertising: It is used by manufacturers and producers to

support their products. It is used to intensify coverage in local areas. It is

often used to introduce new products in test marketing in order to assure

consumer recognition and aid in gaining retail distribution.

Reading Notices: These are the advertisements that are designed to

resemble editorial materials. To prevent reading notices from being

confused with news stories or editorial materials, the word ‘advertisement’

must appear at the top of the notice

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Company Profile

Type: Daily newspaper

Format: Berliner

Owner: Express Publications (Madurai) Limited

Founded: 1934 in Chennai, Bifurcated from Indian Express and renamed in

1999

Headquarters: Chennai/Madurai, India

Circulation: 281,989 copies (source: ABC January-June, 2008).

Website: www.expressbuzz.com

The New Indian Express is a newspaper with its head office in Chennai in south

India. It was started in 1932 as the Indian express under V. Naidu. In 1991

following the death of the then owner Ramnath Goenka, the Goenka family splits

the Indian Express Group into two separate companies. The northern editions,

headquartered in Mumbai, retained and renamed Indian Express into The Indian

Express title, while the southern edition became

The New Indian Express. The two newspapers

used to share article till early 2008, but they are

now different corporate entities.

Indian Express was started in 1932 at Chennai

by an ayurvedic doctor and Indian national

congress member V. Naidu, publishing from his

“Tamilnadu” press.

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http://www.expressbuzz.com/

In 1933, The Indian Express opened its second office in Madurai and launched the

Tamil edition Dinamani. In 1935 it had to face stiff competition from a well

established The Hindu and The Mail.

In 1939 it also bought out Andhra Prabha, another prominent Telugu daily. Later it

gained the name The Three Musketeers for the three dailies. In later years Goenka

started the Mumbai edition with the land mark Express Towers at his office when

the Morning standard was bought by him in 1944. Two years later it became the

Mumbai edition of The Indian Express. The Financial Express was launched in

1961 from Mumbai, Kannada Prabha (Kannada daily) from Bangalore in 1965 and

Bangalore edition of the Telugu daily Anand Prabha and Gujarati dailies Loksatta

and Jansatta in 1952, from Ahmedabad and Baroda.

The Delhi edition was started when the Tej Group’s Indian News Chronicle was

acquired in 1951, which from 1953 became the Delhi edition of Indian Express.

After death of Goenka in 1991, two of the family member split the group into

India Express Mumbai with all the north Indian editions while the southern edition

were grouped as Express Madurai Ltd. with Chennai as headquarter.

The New Indian Express is now published from all major cities in Andhra

Pradesh, Karnataka, Tamilnadu and Kerala besides Orissa including Chennai

Coimbatore, Hyderabad, Bangalore, Kochi and Bhubaneswar. In total, it publishes

from 22 centers in the south.

At present, it is the only national daily which publishes news of far-flung

Andaman and Nicobar islands an everyday basis. The New Indian Express has

even a staffer at Port Blair.

Express Publications (Madurai) Ltd is also the publisher of two vernacular

newspapers. These are Dinamani in Tamil and Kannada Prabha in Kannada. The

Group also publishes the following magazines: Cinema Express (Tamil),

Malayalam Vaarika (Malayalam) and Tamilan Express(Tamil), Sakhi and the

supplements includes Indulge and zeitgeist.

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Express Network Private Limited is a sister concern of Express Publications

(Madurai) Limited. It has been granted license by Express Publications (Madurai)

Ltd. to use the under mentioned websites registered in its name:

www.expressbuzz.com

BELIEF:

Constant search of truth in public life.

Honesty, Integrity and high standards in Journalism.

Being the voice of people.

VALUES:

Integrity: When all the newspaper seen to loose their desire for aggressive

journalism, we stand unperturbed. EPML is proud to maintain its integrity as a

newspaper with forthright view.

Editorial: Our strongest pillar:

The quality of Editorial is unparalleled.

Other than every news we also give critical analysis by experts on the

controversial issues.

Not afraid to cover controversial agendas that rock the nation.

Point of view: A newspaper put across the information. We at The New Indian

Express aim to imbibe the culture of letting our readers from their point of view.

We help to fine tune their thoughts.

Principles: Despite criticism, we have given unbiased news. People can accuse us

only at being biased in favor of truth.

It’s not a product: Our paper talks about lives of people. We stand beyond the

terminology of product. We belief in the soul of the newspaper.

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http://www.expressbuzz.com/

“THE MEDIA PLANNING OF HIGH-END PRODUCTS FOR NIEG”

Objectives:

1. To study about the products those fall under the “High end Product”

category.

2. To study the criteria media selection for “High end Product” category.

3. To study which sub category/ categories of “High end Product” use a

particular type of media.

4. To study the most preferred media class for the Advertisement of

“High end Product”.

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RESEARCH METHODOLOGY

Research Design

For this research I have gone through three stages that are-

1. Preliminary research

2. Descriptive research

3. Conclusive stage

In Preliminary stage, I have defined the objective clearly, identify relevant

variables that are related to the objective, bring together these variables; design the

questionnaire according to client profile.

In Descriptive stage, I made a precise investigation for discovering new findings

and gaining deep inside it.

In later stage that is the Conclusive stage, I drew out certain conclusion regarding

the problem.

Here the research design selected is Descriptive research design. Descriptive

research design is applied here because I have already certain information

regarding the topic.

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This section of the project emphasizes on the procedure used to accomplish the

project. To accomplish the project some data have been collected. The data

collected is basically of two types:

Primary Data

Secondary Data

Primary Data

Primary data generally means those raw data or data structures that are collected

“first-hand” and have not any previous meaningful interpretation. For my Summer

Internship Project Report, I have collected such primary data through Personal and

Telephonic interview with Concern person of the organization who is taking care

of the media planning of that product.

Research Design: For this I have conducted structured interview and observation

method because my research topic could be justified through that only.

Sampling Method: For the structured interview I have used Non- Probability,

Convenience sampling method, because my categories were prefixed with high-

end products only.

Sample Size: Total Sample Size is 20

Sample Area: The interview is conducted in those organizations which are from

Delhi/NCR.

Secondary Data:

Any data which have been gathered earlier for some other purpose are Secondary

data for the current purpose. For my Summer Internship Project Report, I have

collected such secondary data from various internet websites, and different

reference books containing related topics.

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BRANDS SELECTED FOR THE PROJECT

Type: Privately held company

Founded: 1905 by Hans Wilsdorf and Alfred Davis in London

Headquarters: Geneva, Switzerland

Key people: Bruno Meier (CEO)

Michael Elms (CFO) Industry Watch

Manufacturing: Products Wristwatches, accessories

Revenue: USD $3 billion (2003)

Employees: 6,000 (estimate as of 2005)

Website: www.rolex.com

Type: Member of the LVMH group

Founded: 1860

Headquarters: La Chaux-de-Fonds, Switzerland

Key people: Jean-Christophe Babin, President & CEO

Jack W. Heuer, Honorary President

Industry: Watch manufacturing

Products: Wristwatches, timing devices/systems, fashion

Accessories

Parent: LVMH Moët Hennessy Louis Vuitton S.A.

Website: TAGHeuer.com

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http://www.rolex.com/

http://en.wikipedia.org/wiki/File:Rolex_logo.svg

MorellatoType: watches Leather Bags, Jewelry The name Morellato has come to be an emblem of quality, attention to detail, innovation,

style and research in the fashion industry sector of jewellery, watches and leather bags.

Morellato’s high degree of sensitivity to industry changes and its orientation towards

research and innovation are the prime factors that have earned it a leadership role in this

globalmarket.

Seventy-five years of experience are the foundation of its accessible luxury, expertly

mixed with high quality, innovation and attention to details. It is on these key foundations

that Morellato has built its world, fuelling its values and contents with new products and

original, targeted creations.

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Type: Subsidiary of Volkswagen Group

Founded: 1938 Founder Adolf Hitler, Ferdinand Porsche

Headquarter: Wolfsburg, Germany

Area served: Worldwide

Key people: Martin Winterkorn (Chairman of the Board of Management)

Industry: Automotive industry

Products: mainstream Cars

Website: Volkswagen.com and VW.com

Type: Aktiengesellschaft (FWB: BMW)

Founded: 1916

Headquarters: Munich, Germany

Key people: Norbert Reithofer

(CEO and Chairman of Board of Management)


Products: Automobiles, motorcycles, bicycles

Revenue: €56.02 billion (2007)

Employees: 107,500 (2007)

Divisions: BMW Motorrad

Subsidiaries: Rolls-Royce Motor Cars

Website: bmw.com

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Type: Subsidiary of Ford Motor Company

Founded: 1927 by SKF Assar Gabrielsson

And Gustav Larson

Headquarters: Gothenburg, Sweden

Key people: Stephen O'Dell, MD (CEO)

Industry: Automotive

Products: Automobiles, Engines

Revenue: US$17.859 billion (2007)

Employees: 24,384 (2007)

Parent: Ford Motor Company

Website: VolvoCars.com

Type: Private company, subsidiary of Volkswagen Group

Founded: Zwickau, Germany 1909

Founder(s): August Horch

Headquarters: Ingolstadt, Germany


Key people: Rupert Stadler Chairman of the Board of Management,

Martin Winterkorn Chairman of the Supervisory Board (Volkswagen )


Products: Automobiles, Engines

Revenue: € 33.617 billion (2007)

Employees: 53,347 (2007)

Website: Audi.com

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Type: Public

Founded: 1937

Founder: Kiichiro Toyoda

Headquarters: Aichi, Nagoya Tokyo, Japan

Key people: Kiichiro Toyoda (Founder),

Shoichiro Toyoda (Honorary Chairman)

Industry: Automotive Robotics Financial services, Biotechnology

Products: Economy/mainstream/luxury vehicles

Revenue: USD $203.26 billion (2009)

Employees: 316,121

Website: Toyota Worldwide

Rolls RoyceRolls-Royce Motor Cars Limited manufactures and distributes luxury cars and automobiles. The company markets its products under the brand name Rolls-Royce Phantom. Rolls-Royce Motor is based in Chichester, United Kingdom. The company operates as a subsidiary of BMW Group

Headquarters Portsmouth, United Kingdom Industry Automotive Type Public Company Status Operating Subsidiary Company Size 1001-5000 employees

Website http://www.rolls-roycemot...

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Type: Private

Founded: 1964

Headquarters: Framingham, Massachusetts

Key people: Amar Bose Chairman, Founder

Industry: Consumer electronics

Products: Loudspeakers, Headphones, Audio equipment, Car audio

Revenue: $2 billion (2006)

Website: www.bose.com

Type: Public

Founded: 1947

Headquarters: Seoul, South Korea

Key people: Koo Bon-Moo, CEO

Industry: Conglomerate

Revenue: $104.3 billion

(115 Trillion KRW, 1 USD = 1102.6 KRW)(2008)

Employees: 177,000 (2008)

Website: www.lg.co

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http://www.bose.com/

Type: Public

Founded: 1946

Founder: Masaru Ibuka, Akio Morita

Headquarters: Minato, Tokyo, Japan


Key people: Sir Howard Stringer (Chairman CEO & President)

Industry: Consumer electronics

Products: Entertainment Products Consumer & professional electronic equipments

Communication & information-related equipments, Semiconductor,

Electronic devices & components, Battery, Chemicals, Motion picture &

Television programs, Music, Video game

Services: Financial services, Internet service

Revenue: ¥ 7.730 trillion

Employees: 180,500 (March 2008)

Website: sony.net

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Type: Division of holding company (LVMH)

Founded: 1854

Founder: Louis Vuitton

Headquarters: Paris, France

Key people: Louis Vuitton, Founder

Industry: Retail

Products: Luxury goods

Employees: 13,700 (2007)

Parent: LVMH

Website: www.louisvuitton.com

Type: Public

Founded: Basingstoke, United Kingdom (1856)

Headquarters: London, United Kingdom

Key people: John Peace, (Chairman)

Angela Ahrendts, (CEO)

Industry: Fashion

Products: Clothing, Accessories, Perfumes

Revenue: £995.4 million (2008)

Website: www.burberry.com

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http://www.louisvuitton.com/

Type: Subsidiary of PPR

Founded: 1921

Headquarters: Florence, Italy

Key people: Guccio Gucci, Founder

Patrizio di Marco, President & CEO,

Industry: Consumer Goods

Products: Textile - Apparel clothing, Hand bags, shoes, Watches, Sun glasses

Revenue: 8.2 billion €

Parent: PPR

Website: www.gucci.com

Type: Société Anonyme (S.A.)

Founded: December 16, 1946

Founder: Christian Dior


Number of locations: 160 boutiques globally (estimate)

Area served: Worldwide high-end shopping districts

Key people: Bernard Arnault, Chairman of the Board

Industry: High fashion retail

Products: Luxury goods


Employees: 67,821 (2008)

Divisions: Christian Dior Parfums (Est. 1947)

Christian Dior Cosmetics (Est. 1969)

Dior Homme (Est.1970)

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Type: Public (AG, FWB: ADS)

Founded: 1924 (registered in 1949)

Founder: Adolf Dassler

Headquarters: Herzogenaurach, Germany

Key people: Herbert Hainer (CEO),

Industry: Designing and Manufacturing

Products: Footwear, Sportswear, Sports equipment and Toiletries


Employees: 38,980 (2008)

Website: www.adidas-group.com

Type: Private

Founded: 1933 in France


Distribution: Troyes

Industry: Retail

Products: Apparel, Shoes, Perfumes, bags

Website: www.lacoste.com

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http://www.lacoste.com/

Type: Gesellschaft mit beschränkter Haftung

Founded: 1906

Founder: Claus-Johannes Voss, Alfred Nehemias and August Eberstein

Headquarters: Hamburg, Germany

Number of locations: 360 Boutiques (2008)

Industry: Luxury goods

Products: Pens, Leather, Watches, Jewellery

Parent: Richemont

Website: Montblanc.com

Luxor Parker

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DATABASE COLLECTED

CATEGORY: BAGS

Companies having its corporate office in Delhi

Brand: Louis Vuitton Malletier

Corporate office: 10/48, Malcha Marg, Diplomat enclave chanakyapuri New Delhi Office no: 011-41646457

Concerned person: Pooja Choudhry (MC Manager) Contact no: 09810424913

Advertising Agency: Zenith optimedia

Medium used for advertising: Print media (magazines, Newspapers)

Media Used:

Magazines Oops, GQ, The Quarterly, Beyond Luxury, Hello, Wedding Affair, M

News paper Statesman, TOITV

Digital Web ads (e.g. eluxury.com)

Brand: Lacoste

Corporate office: 408, 4th Signature Tower, B Gurgaon HaryanaConcerned Person: Mr. Diwakar Joshi Ph no: 0124-4082535

Media Used:

Magazines Hello, MW. The man, G.Q

News paper TOI, MailTV Music channels

Digital

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Brand: Morellato

Concerned Person: Mr. GeorgeCorporate office: 8, C- Wing, Laxmi Towers, 2nd Floor, Bandra Kurla Complex, Mumbai- 400051 Ph no: 022-42144100Media Used:

Magazines Outlook, G, Femina

News paper TOI, HT TV

Digital

Companies having its corporate office out of Delhi

Brand: Gucci

Corporate address: Metro down

4th floor, metro tower

Marine line, Mumbai

Ph no: 022-66181000

Contact Person: Miss Saazam

Media Used:

Magazines Femina, Verve, GQ, Cosmopolitan, Beyond Luxury,

News paperTV

Digital

CATEGORY: SHOES


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Brand: Adidas

Sub Categories: Sportswear, Sports equipment and Toiletries

Corporate office: Sector 32, plot no: 93, Institutional area Gurgaon Haryana Office no: 9910489873

Concerned person: Mr. Damyant Singh Ph no: 124-4567100

Ad agency: TBWA Millenium Plaza, Ground floor, Tower B, Sushant Lok-1, sector 27, Gurgaon, New Delhi 122002 Ph no: 0124-4326666

Media Used:

Magazines Maxim, FNL, MW, Sportstar,

News paperTV Sports channel

Digital Own Website

Brand: Lacoste

Sub Categories: Apparel, Perfumes, bagsCorporate office: 408, 4th Signature Tower, B Gurgaon HaryanaConcerned Person: Mr. Diwakar Joshi Ph no: 0124-4082535

Media Used:

Magazines Hello, MW. The man, G.Q

News paper TOI, MailTV Music channels

Digital

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Brand: GucciSub Categories: Textile - Apparel clothing, Hand bags, shoes, Sun glassesCorporate address: Metro down


Marine line, Mumbai

Ph no: 022-66181000


Media Used:


News paperTV

Digital

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CATEGORY: MUSIC SYSTEM


Brand: LG

Sub Categories: TV, Laptops, Home Theater, Corporate office: LG Electronics India Pvt. Ltd.

Plot no.-51, Surajpur, Kasna road, Greater Noida- 201306,

Corporate office no: 2560900 Regional office no- 26991412/11/13Contact Person: Mr. Shiv ShankarAd Agency: BBH Mumbai

Level 2 Kalpatru Synergy Opposite Grand Hyatt, Santacruz (East) Mumbai, 400055 India Ph no: 022-39929000 Outdoor Advertising: Aaren Initiative (Outdoor Advertising Pvt. Ltd.) 10th floor tower A Signature tower 1 NH.8 Gurgaon-122001 Ph no: 0124-2582311/3

Media Used:

Magazines Business world, Blender, India Today

News paper Times of India, HT TV Lifestyle channels

Digital

Brand: Bose Corporation

Sub Categories: Loudspeakers, Headphones, Car audioCorporate office: Sriram Bharti kala Kendra 1, Copernicus marg, New DelhiConcerned person: Nandita Sood (MC)Ad agency: JWT Sr VP and managing partner: Rohit Ohri VP & executive Creative Director: Arundhati Bhattacharya Enkay Centre Block A, Vanijya Nikunj Commercial Complex, Udyog Vihar, phase V, Gurgaon – 0124-4198200Media Used:

Magazines Blender, GQ, Business world, Business Today, News paperTVDigital

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Brand: Sony Corporation

Sub Categories: Entertainment Products Consumer & professional electronic

Equipments, Communication & information-related equipments,

Semiconductor, Electronic devices & components, Battery,

Chemicals, Motion picture & Television programs, Music,

Video game.

Corporate office: A, 31 Mohan Corp. Industrial estate Mathura road New Delhi-1100044

Ph no: 011-66006600Concerned person: Roma Gautam (head of MC division)Ad Agency: R.K Swamy

17,1st Floor, Fir Pusa Road, Karol Bagh, New Delhi Ph. - 011 25719979

Media Used:

Magazines M, Blender, Business world, Business Today

News paper TOI, HTTV Star Plus, Sony, MTV

Digital Own Website

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CATEGORY: WRIST WATCHES


Brand: TAG Heuer

Sub Categories: fashion accessories

Corporate office: Taj Place hotel, SP. Marg, Diplomat enclave, New Delhi Ph: 011-66326331, 26114789-93

Concerned person: Neha Chandra (Asst. Marketing Manager) Office no: 011-66326331

Ad Agency: ZenithOptimedia, 10th Floor, Vatika Towers Tower B, Sector 54, Gurgaon, Haryana -122002 Tel: 01 124 419 5100

Media Used:

Magazines The Quarterly, SensationZ 4u, Oomph, Outlook, Watch world

News paper TOI, Economic Times, Mail TodayTV Sports Channel: Espn, ten sports, Star Sports

Digital Own website


Brand: GucciSub Categories: Textile - Apparel clothingCorporate address: Metro down


Marine line, Mumbai

Ph no: 022-66181000


Media Used:


News paperTV

Digital

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Brand: Rolex

Corporate office: The Rolex Watch Company Pvt. Ltd

N M Wadia Building, 1st floor

123 Mahatma Gandhi Road

Mumbai 400023

Ph no: 022-66253600

Concern Person: Aarti Punjabi

Ad agency: JWT

Enkay Centre Block A, Vanijya Nikunj Commercial Complex, Udyog Vihar, phase V, Gurgaon – 0124-4198200Media Used:

Magazines India Today, Cosmopolitan, Watch World, Beyond Luxury, Outlook,

News paper Business standard, Mint TV

Digital

Brand: MorellatoConcerned Person: Mr. GeorgePh no: 022-42144100Corporate office: 8, C- Wing, Laxmi Towers, 2nd Floor, Bandra Kurla Complex, Mumbai- 400051Advertising itself

Media Used:

Magazines Outlook, G, Femina

News paper TOI, HT TV

Digital

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CATEGORY: AUTOMOBILES


Brand: Bayerische Motoren Werke (BMW)

Sub Categories: MotorcyclesCorporate office: BMW India Pvt.Ltd., Building 8, tower B, 7th floor DLF Phase-2 Gurgaon, Haryana, Ph no- 0124 4566600Concerned person: Sulakshna pathak (Mktg G.M.) [email protected]

Ad Agency: Carat 465, udyog vihar, phase V, Gurgaon, Haryana

Ph.: 0124-4633111 Website: www.carat.com

Media Used:

Magazines Automotive Product Finder, Auto Car, Auto Wheel, Maxim

News paper Economic Times, TOI, Mail Today TV

Digital

Brand: Volvo Car Corporation

Sub Categories: EnginesCorporate Office: Volvo Car India

Tower-A, Ground floor Unitech Cyber Park Green wood city Sector 39- Gurgaon 12001 Ph no: 0124-6743100

Concern Person: Sudip Narayan

Media Used:

Magazines Automotive Product Finder, Auto Car, Auto Wheel, Maxim

News paperTV

Digital

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http://www.carat.com/

Brand: Rolls Royce

Corporate office: Rolls-Royce Motor Cars New Delhi Shangri La Hotel 19, Ashoka Road New Delhi 110 001 Office no: 011-43505888Concerned person: Pankaj Sharma Print ad from Delhi: Sanjay Thapar President, Ogilvy & Mather New Delhi Phone: 0124-476 0760 Email: [email protected] Website: www.ogilvy.com

Media Used:

Magazines Business Today, Business India, Automotive Product Finder, The Quarterly, Outlook, GQ

News paper Economic Times, TV

Digital


Brand: Volkswagen Automobile Company

Contact address: Volkswagen Group Sales India Pvt. Ltd. 3 Avenue Level No 4 Maker Maxcity Bandra Kurla Complex Bandra E, Mumbai Ph no: 022-40547200, 40700247, 40700248Agency: Crispin Porter + BoguskyMedia Used:

Magazines Automotive Product Finder, Business World, Auto Car, Auto wheel

News paper Business news TV

Digital

Brand: Audi

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Sub Categories: EnginesContact address: Volkswagen Group Sales India Pvt. Ltd. 3 Avenue Level No 3 Maker Maxcity Bandra Kurla Complex Bandra E, Mumbai Ph no: 022-40547200, 40700247, 40700248Concerned person: Aruna Verma…Gurgaon Office no: 0124-24510200, 9650000006Concerned person: Mr. Somya (Mkt. manager) Delhi Mobile no: 09717791165 Ad Agency: BBH Mumbai Level 2 Kalpatru Synergy Opposite Grand Hyatt, Santacruz (East) Mumbai, 400055 India Ph no: 022-39929000Media Used:

Magazines Business Today, Business India, Automotive Product Finder, The Quarterly, Outlook, GQ

News paper ET, Business standardTV Entertainment channels

Digital

Brand: Toyota Motor Corporation

Corporate office: Bangalore Ph no: 080-66553300 Galaxy Toyota (Delhi showroom)

Ph no: 4187-7777 Concerned Person: Mr. HiteshAd agency: Fortell communication

Address: 2nd Floor, 4561/16, Ansari Road, New DaryaGanj City: Delhi Pin code: 110002 State: Delhi Ph no: 0981012826, 011 - 23281485/23256263/9810128261

Media Used:

Magazines Business Today, Business India, Automotive Product Finder, The Quarterly, Outlook, GQ, India Today

News paper TOI, HTTV

Digital

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CATEGORY: PENS


Brand: Luxor parker

Corporate office: 5, PH-3, Okhla Industrial Area,

Delhi – 110020

PH: 011-26827214, 26846106, 41613540, 41613541

Concern Person: D K Jain

Agency: Lowe & Partners Express towers, 15th floor Nariman point Mumbai Ph. - 022-56361577Through TV channels like Sony, Aaj Tak, Set Max, HBO, MTV, CNBC, NDTV 24x7

and amongst regional channels

Media Used:

Magazines Wedding Affair, Business world , Business Today, The Economists

News paper Economic Times, Business Standard, Mint,TV

Digital


Mont Blanc International

Categories: Pens, Leather, Watches, JewelleryShowroom Address: Mont Boutique Delhi, Ph no: 23023256, 23023035 Outdoor Advertising: Aaren Initiative (Outdoor Advertising Pvt. Ltd.) 10th floor tower A Signature tower 1 NH.8 Gurgaon, 122001 Ph no: 0124-2582311/3Media Planning done from Germany

Media Used:

Magazines Business world , Business India, The Economists, Outlook

News paper Economic Times, Business Standard, MintTV

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CATEGORY: SUNGLASSES


Brand: Gucci

Sub Categories: Textile - Apparel clothingCorporate address: Metro down


Marine line, Mumbai

Ph no: 022-66181000


Media Used:


News paperTV

Digital

CATEGORY: PERFUMES


Brand: Burberry Group

Sub Categories: Clothing, AccessoriesStore address: 241/2 1st floor Emporio mall DLF, 4, Nelson Mandela Marg, Vasant Kunj, New Delhi – 110070Concerned person: Meera Kaur (store manager in Delhi) Office no: 011-46529850Concerned person: Ganesh Srivat (marketing) (Who takes care of all India marketing) Email address: [email protected] planning is done from London

Media Used:

Magazines M, Cosmopolitan, GQ, MW, M

News paperTV

Brand: Christian Dior

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Sub Categories: Luxury goodsConcerned person: Kalyani Chawla

0120-3066025/6 NoidaStore address: Christian Dior Boutique Emporio mall DLF, 4, Nelson Mandela Marg, Vasant Kunj, New Delhi – 110070Media planning is not done from Delhi

Media Used:

Magazines Femina, Fashion, Hello, GQ, Red, The Quarterly,

News paperTV

Digital

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DATA ANALYSIS ON THE BASIS OF CATEGORY

CATEGORY: BAGS

Brand:

Louis Vuitton Malletier

Lacoste

Morellato

Gucci

CATEGORY: BAGS

Magazines72%

News paper21%

TV3%

Other4%

Magazines New s paper TV Other

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CATEGORY: SHOES

Brand:

Adidas

Lacoste

Gucci

CATEGORY: SHOES

Magazines 75%

News paper 11%

TV 10% Other 4%


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CATEGORY: MUSIC SYSTEM

Brand:

LG

Bose Corporation

Sony Corporation

CATEGORY:MUSIC SYSTEM

Magazines60%

New s paper16%

TV17%

Other7%


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Brand:

TAG Heuer

Gucci

Rolex

Morellato


Magazines65%

News paper21%

TV11%

Other3%

Magazines News paper TV Other

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CATEGORY: SUNGLASSESBrand:

Gucci

CATEGORY: SUNGLASSES

Magazines83%

News paper10%

TV5%

Other2%


45

CATEGORY: PENS

Brand:

Luxor parker


CATEGORY: PENS

Magazines62%

News paper30%

TV5%

Other3%


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CATEGORY: AUTOMOBILES

Brand:

Bayerische Motoren Werke (BMW)

Volvo Car Corporation

Rolls Royce

Volkswagen Automobile Company

Audi

Toyota Motor Corporation

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CATEGORY: PERFUMES

Brand:

Burberry Group

Christian Dior

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Preferred media class for High-End Products(Brand-wise in terms of percentage)

Brands Magazines News Paper TVDigital / Others

Louis Vuitton Malletier 72% 19% 9%

Lacoste 60% 28% 12%

Morellato 60% 40%

Gucci 90% 10%

Adidas 70% 25% 5%

LG 50% 30% 20%

Bose Corporation 90%10%

Sony Corporation 40% 20% 30% 10%

TAG Heuer 40% 25% 25% 10%

Rolex 70% 20% 10%

Bayerische Motoren Werke (BMW)

55% 40% 5%

Volvo Car Corporation 90% 10%

Rolls Royce 70% 30%

Volkswagen Automobile Company

80% 20%

Audi 65% 25% 10%

Toyota Motor Corporation

60% 25% 15%

Luxor parker 65% 30% 5%


60% 40%

Burberry Group 100%

Christian Dior 94% 6%

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FINDINGS

As per my survey we came to my finding that the luxurious brands we had chosen generally prefer print media for their advertisements.

In print media they generally choose magazines and news paper for there advertisements but they give more stress on magazines. As they think that magazines are the better way for targeting a particular class of people.

These magazines are selected as on the basis of the type/nature of the product

Such as:

High-end automobiles companies are mostly giving there advertisements in Automotive magazines and business magazines. If we talk of there second preference they would like to give there advertisements in Business Newspapers.

High-end Perfumes, Bags and sunglasses wants to give their advertisements in Lifestyle and woman specific magazines as they know that through these magazines they can better target there audience.

High-end Music systems prefer electronic, business magazines and newspapers for there advertisements. In electronic media they prefer entertainment, music and Lifestyle channels for there advertisements.

If we talk of the high-end pens category I found that they prefer business magazines and newspapers for there advertisements

In case of high end shoes category, they prefer sports magazines, sports channel and men’s lifestyle magazines for there advertisements. They are also giving there advertisements in digital media also.

Though companies producing high-end products believe that if the product is being launched for the first time, it should be advertised through English newspapers.

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SUGGESTION

From my project research I came to the conclusion that high-end products are

generally relying on print media for their advertisement. In print media they are

highly relying on national magazines for there advertisements which are meant for

elite class and there next preference goes to newspapers especially business

newspapers.

The New Indian Express is already running four magazines so called Cinema

Express (Tamil), Malayalam Vaarika (Malayalam) and Tamilan Express (Tamil),

Sakhi which are regional. Therefore in my opinion “The New Indian Express”

should go for national magazines which would represent elite class depending

upon the growth of market in that category.

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LIMITATIONS

Limitations of time: The research is done on the period of 30 days which

was constraint in my research because getting an appointment from the

corporate clients was difficult during the day hours.

Limitation of accuracy: There is a chance of bias results as I had a

project to make a database for the media planning of high-end products

from the corporate clients. There was a problem in it as the clients were not

having much time to contact with me.

As media planning is a part of their advertisement strategy so they were not

comfortable in giving information about that.

As the research was done on individual basis and I had to cover whole

Delhi-NCR region so finance was also constraint in the research process.

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CONCLUSION

The New Indian Express is one of the famous brand names in print media sector in

southern region. It has a diversified business in print media.

As per my project I came to the conclusion that high-end products give more focus

on print media for their advertisements. I can say that newspapers and magazines

have a lot of opportunity to grow in this field. It was also found that these products

were mostly giving their advertisements in English newspapers and magazines.

As far as newspaper is concerned it is the most effective method of making the

consumers aware about the brand because it is targeting mass people.

Placing an advertisement is a quick process which may take only a few hours from

conception to realization. Newspapers are also regarded as the cost effective mode

of advertisement.

So here NIE group have great opportunity to nurture itself in the field of

advertisement as it includes newspapers and magazines in different languages.

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ABBERIVIATIONS

NIE: New Indian Express

PTI: Press Trust of India

EPML: Express Publication (Madurai) Ltd.

IPM: Institute of Planning & Management

PGDM: Post Graduate Diploma In Management

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BIBLIOGRAPHY

Marketing management (12th Edition) – by Phillip Kotler

Research Methodology- by C.R. Kothari

Libraries:

o India International centre

o Indian Book House

o Delhi Public Library

o H P M Library

o American Centre

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WEBLIOGRAPHYwww.google.com

www.afaqs.com

www.audi.in

www.roycemotorcarsnewdelhi.com

www.volkswagen.co.in

www.volvocars.com/in

www.toyotabharat.com

www.bmw.in

www. louisvuitton .com

www. burberry .com

www. lacoste .com

www. gucci .com

www.dior.com

www.montblanc.com

www.luxorparker.com

www. cross .com

www. adidas .com/in/ , www.adidas-group.com

www. tagheuer .com

www.rolex.com

www.bose.com

www.lg.com

www.sony.net

www.wikepedia.com

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http://www.wikepedia.com/

http://www.sony.net/

http://www.lg.com/

http://www.bose.com/

http://www.rolex.com/

http://www.tagheuer.com/

http://www.adidas-group.com/

http://www.adidas.com/in/

http://www.cross.com/

http://www.luxorparker.com/

http://www.montblanc.com/

http://www.dior.com/

http://www.gucci.com/

http://www.lacoste.com/

http://www.burberry.com/

http://www.louisvuitton.com/

http://www.bmw.in/

http://www.toyotabharat.com/

http://www.volvocars.com/in

http://www.volkswagen.co.in/

http://www.roycemotorcarsnewdelhi.com/

http://www.audi.in/

http://www.afaqs.com/

http://www.google.com/

QUESTIONNAIRE

1. Organization Name…………………………………………………….

2. Concerned person………………………………………………………

3. Address………………………………………………………………….

…………………………………...............................................................

………………………………………………………………………...…

…………………………………………………………………………..

4. Category………………………………………………………………..

5. Product origin………………………………………………………….

6. Ad Agency……………………………………………………………...

Address………………………………………………………………...

………………………………………………………………………….

7. Target audience………………………………………………………..

8. Type of media: - 1. Magazines…... 2. News paper…..

3. TV…….. 4. Others…….

TypePrint Electronic

Magazines News paper OutdoorAdvertising

Digital TV/Radio

1.

2.

3.

4.

5.

9. Reason behind selecting that particular media ………………………………………………………………………………………………………………………………………………………………………………

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Abhishek SIP

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