4

JAM

(Journey of the Advertising Market)

Triton Communications July 2010

Report submitted in partial fulfillment of the requirements of the Summer Internship Training undertaken for the MBA program

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DECLARATION

I hereby declare that my Summer Internship Report entitled “JAM” (Journey of the Advertising

Market) submitted in partial fulfillment of the Summer Internship Programme is original and is

not substantially the same as one which has already been submitted in part or in full for any such

similar qualification to the University to the best of my knowledge.

Date: 13/7/10

Purvi Ruparel

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CERTIFICATE

It is hereby certified that the work incorporated in the report entitled “JAM” (Journey of the

Advertising Market) submitted by Ms. Purvi Ruparel, comprises the result of independent and

original study carried out by me in partial fulfillment of the Summer Internship Training. The

material which may have been obtained (and used) from other sources is duly acknowledged in

the report.

Date: 13/7/10

Purvi Ruparel

The work mentioned above is carried out under my guidance.

Date: 13/7/10

Dr. Ekta Sharma

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ACKNOWLEDGEMENTS

A summer project is a golden opportunity for learning and self-development. I consider myself

very lucky and honored to have so many wonderful people lead me through in completion of this

project.

My grateful thanks to Mr. Sanjay Chakraborty, (Group Director – Brand Services, Triton

Communications) who in spite of being extraordinarily busy with his duties, took time out to hear,

guide and keep me on the correct path. A humble ‘Thank you’ Sir. Mr.Rikin Shah, (Group

Manager, Brand services) has been my guide throughout the entire internship period. He monitored

my progress routinely, shared his knowledge and always encouraged me to go an extra edge

towards fulfilling my duties. I choose this moment to acknowledge his contribution gratefully. I

would also like to thank Niyati Kadikar (Executive, Client servicing) and all the members of Triton

for their constant guidance and support.

Finally I wish to thank Dr. Ekta Sharma and Prof. Jinal Parikh, my faculty mentors for their

guidance to make the most of such an excellent opportunity and in the successful completion of

this project.

Purvi Ruparel

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PREFACE

I wonder if there would be actually anyone in this country who is not familiar with the line “Utterly

Butterly Delicious!” The image of the Amul doll flashes in a split second. We live in a nation

where guys use an Adidas shoes just because Sachin Tendulkar wears one. Newspapers have more

ads on the front page than news. Women buy a Gucci bag because her neighbour has got one.

Valentine’s Day is now celebrated at such a large scale because the media has hyped this as a day

to express your love and affection!! There is no second thought required in saying that people get

affected by advertisements. In fact, it would not be wrong if I say that we are surrounded by

advertisements 24*7, and then be it the TV commercials, word of mouth or the product itself.

Advertisements and marketing communication were viewed as an additional expense in the earlier

times, now it forms an unavoidable part of the organization. Communication has gained so much

momentum that it emerges as a separate industry in the market. It forms an inevitable part for the

survival of a business.

The management education has given me the opportunity to explore my passion towards creative

thinking and writing. The subjects of Marketing and Communications have been a substantial

contributor in making the directions for the field of my interest very clear. As I had aspired, training

in an ad agency gave me a conviction to progress in the same field and work towards establishing

and enhancing my repertoire in media and advertising.

Triton Communications is a leading advertising agency in Gujarat, second only to Mudra Group.

It not only provides advertising solutions but masters in devising the marketing strategies for its

clients. The splendid blend of hard work and creativity is what makes Triton a highly reputed name

in the market. Being associated with such an organization is a great learning experience and

pleasure for any individual who has ardent desires to work in this field

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EXECUTIVE SUMMARY

Advertising and communications are as important to an organization as is salt to food. It has lately

evolved as a crucial step in the marketing of a product or service. Branding and effectively

communicating the message act as the differentiating factors in the competitive environment.

Advertising agencies help in creating a brand image for a product or service. A relevant message

conveyed in an originative manner leaves an impact in the minds of the consumers. Triton

Communications stands firm on this principle. The creative minds gel together with the managerial

masters to fulfil the promise of creating outstanding business ideas.

As a summer trainee, my job in Triton Communications was in the client servicing department.

The training that began with learning to coordinate the ad making process with the creative heads

of the organization and the ever demanding clients went on to give a time rich of managerial

experiences. I got an opportunity to assist in devising the marketing campaigns for a client A B

Jewels. I studied the jewellery market and analysed the strategies applied by the competitors.

Strategic campaigns were designed for the events of Mother’s Day and Foundation Day. The HR

Initiatives for A B Jewels were also taken care of by Triton Communications. I was an active

member of the team working on A B Jewels. Making corporate presentations for the client and

delivering a print ad for various clients became a part of my routine. This helped me in becoming

thorough with the process of ad making, right from taking a brief from the client to delivering the

final art work.

The creative display of the brand is the core task of an agency. But this task is backed by market

research. For delivering effective solutions, it is inevitable to understand the minds of the

consumers. As a trainee, I worked on two market research projects. This gave me an opportunity

to go out in the market and get the required data for analysing the market scenario for the clients.

Working at Triton communication was indeed a corporate exposure that would add a significantly

to my experiences. The internship period at Triton Communications gave me a thorough

knowledge of the advertising world.

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CONTENTS

1.1 Introduction to Advertising 12

1.2 Why Advertising 13

1.3 Vehicles of Advertising 14

1.4 Advertising Agency 15

1.5 Forms of Advertising Agency 16

1.6 Porter’s Five Force Analysis 19

2.1 Triton Communications 21

2.2 Triton Communications Ahmedabad 23

2.2.1 Services 23

2.2.2 Departments at Triton 24

2.2.3 Ad Making Process 28

2.2.4 Clients 29

3.1 Experiential Work 30

3.1.1 Ice- Breaking Days 30

3.1.2 Induction for ROI 31

1. THE ADVERTISING COSMOS

2. TRITON

3. PURVI RUPAREL, INTERN- CLIENT SERVICING

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3.1.3 Project A B Jewels 33

3.1.4 Other Activities 45

3.1.4.1 Client Wagh Bakri

3.1.4.2 Client Supernova Gensets

3.1.4.3 Client SIS Group (emall)

3.2 Research Oriented Work 47

3.2.1 Project Business today Magazine 47

3.2.2 Project Wagh Bakri Tea Bags 51

4.1 Conclusion 55

4.2 Learning 56

4.3 Recommendation 58

4. CONCLUSION 55

5. APPENDICES 59

6. REFERENCES 62

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INTRODUCTION TO ADVERTISING COSMOS

Advertising may be described as the science of arresting the human intelligence long enough

to get money from it. It is a non-personal form of communication intended to persuade an

audience to purchase or take some action upon products, ideas, or services.

Advertisements make a product or service familiar in the household. It gives an identity to the

product. In other words, advertisements facilitate the making of a Brand. Brand image is the

personality a brand has created in the minds of its customers. It is the advertisements that help

in communicating the desired message so as to form a brand image as targeted by the company.

Keeping in constant touch with the target audience through frequent advertisements carried

out via various mediums helps in enhancing the Brand Awareness and Brand Recall.

Effective advertising is a communication that induces the consumer to buy a product.

Advertising performs one of the most important functions in society that is to inform, it gives

people the power of choice, the power of knowledge that helps them make important decisions

every day. Advertisements intend to answer the following for their potential customers:

Inform them about the product or service

Where and how is the product or service available?

How to use the product or service?

Today, advertising has become a reflection of human life, whatever state it may be in.

Traditionally started as a press release, a television ad and a billboard display, advertisements

have now moved on to cover every possible area of human life in order to communicate.

Ranging from internet marketing to road shows, marketing communication has utilized the

path to interact with its target audience. If times are good, it celebrates; if not it mourns.

Advertising has successfully transcended from one of the most interruptive commercial

medium of modern times to something that everyone wants to have a piece of. Advertising

agencies have always played a pivotal role in improving general human conditions the world

over. From marketing a luxury car to spreading awareness on social issues, advertising has

played its bit.

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WHY ADVERTISING?

Advertising is required because it explains complex issues in ways that are interesting, easy to

understand and meaningful

It is tool used by companies to:

Inform people about new products and services

Brand building

Remind customers about their brand at the right time and right place

Reinforce confidence in purchase

Built corporate identity

Help their sales force become more effective

Give their brand and the company a personality that makes it unique

Government and Autonomous bodies use Advertising to:

Inform people about their policies

Promote social awareness

Educate masses on health care

Prevent panic during natural disasters

Dispel harmful rumours

Attract foreign investment

Myth: An advertising agency always helps to sell a product

Fact: Advertising can never succeed in selling something which the public will not accept.An

advertisement becomes successful only if the product is satisfactory. It is very important that it

fulfils the needs of the consumers. The deal offered by the company ought to have some

credibility in order to appeal in the eyes of the target audience

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VEHICLES OF ADVERTISING

Many advertisements are designed to generate increased consumption of those products and

services through the creation and reinforcement of "brand image" and "brand loyalty".

With the passing time, more people relied on the advertisements and the never ending race to

attract the customers started.

Out-of-the-box thinking was appreciated and advertising emerged as a significant part of a

business. In fact, advertising and communication gained so much momentum that advertisements

are now often placed by an advertising agency on behalf of a company or other organization.

Traditionally, the scope of advertising was limited to only a few options. In the present scenario

advertisements have become an unavoidable part in the day to day life. Every major medium is

used to deliver these messages, including television, radio, cinema, magazines, newspapers, video

games, the internet and billboards.

Any medium where the audience can easily and frequently be attracted is utilized to pass on the

communication by mode of audio, visual or print format.

Instead of the means of mass communications, personalized messages are given higher importance

these days. A personal email to the esteemed customer is beneficial for the company to gain

frequent and better response from the customer. Moreover, it makes the customer feel important.

In today’s consumer centric world, it is very essential to pamper the customers to keep a hold on

them. The club West Membership for the elite customers of Westside is just another means of

personalized communication. As a member of such clubs, the customer is given special discounts

and offers. A small gesture of this special treatment helps not only in retaining the customers but

also promoting the brand.

Non conventional manners of advertising gain an edge. Companies have come up with unexpected

mediums. For example, the washrooms in public places!! (CineMax Multiplex) Ranbir Kapoor

using a Mac Notebook Laptop in the movie Rajneeti (this method of advertising is termed as

Covert Advertising)

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ADVERTISING IN INDIA

The Indian advertising industry has evolved from being a small-scale business to a full-fledged

industry. It has emerged as one of the major industries and tertiary sectors and has broadened its

horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian

advertising industry in very little time has carved a niche for itself and placed itself on the global

map. Advertising in India has evolved into a highly evocative and arresting medium of portraying

society.

In the recent times, advertisements have gained momentum. Advertising is one point where in an

organization holds maximum communication with the target group. The way of communication

differentiates a product from its competitor. Hence, in order to achieve that competitive edge,

almost all advertising is therefore arranged through an advertising agency which provides the

necessary skill to turn the message into a memorable and effective advertisement.

ADVERTISING AGENCY

An ad agency is a firm that specializes in the creation, design and placement of advertisements and

in the planning and execution of promotional campaigns for products and services of their 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. The advertising professionals can also handle overall

marketing and branding strategies and sales promotions for its clients. The process of ad making

and marketing communication requires the inputs of experts in many fields like writers, artists,

photographers, designers, television production crews and many others. Almost all advertising is

therefore arranged through an advertising agency which provides the necessary skill to turn the

message into a memorable and effective advertisement.

Typical ad agency clients include businesses and corporations, non-profit organizations and

government agencies. The advertising agencies help in creating public awareness in a manner that

is effective and innovative. Though the ad agencies are very professional and expert in their field,

the service is very personalized in nature. Agencies may be hired to produce single ads or, more

commonly, ongoing series of related ads, called an advertising campaign.

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FORMS OF ADVERTISING AGENCIES

An ad agency can range from a few people entity, which majorly functions on a freelance basis

to a multi-national conglomerate.

Advertisement Agencies (like Triton Communications) refer to creative agencies which produce

the commercial for various campaigns. The campaign is then executed wherein these

commercials are made visible through various media (Print, OOH, TVC, Radio, and PR etc) to

reach the target audience. But reaching the target audience is only a part of the story – the actual

requirement is to grab their attention, to engage with them in a meaningful dialogue. What the

dialogue may be like varies from company to company as per the message they aspire to convey.

Advertising can thus be called as an extremely tricky art of taking the advertiser’s message and

converting it into a memorable and effective communication. A successful advertisement is a

product of a joint effort by several teams.

The standards of the advertising world have been established on the basis of its rising importance

in today’s business. What earlier used to be just a matter of formality of passing the knowledge

has today evolved as a cutting edge in the businesses, however small or big.

Though each phase holds its importance even today in the ad making process, the evolution of

the advertising world can be divided into four phases as follows:

A. In house advertising:

Not all advertising is created by agencies. Companies that create and plan their own

advertising are said to do their work in house. Some companies develop their in house

“MARCOM” teams to tackle the problem of advertising and communications.

B. Full-service or Media Neutral Advertising Agencies:

These types of agencies were initially set up with the target of creating print ads and

television commercials. Larger agencies produce work for many types of media, thus

creating integrated marketing communications or through the line advertising

solutions.

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C. Interactive Agencies

With the introduction of internet technologies in the market, the media industry got a

new vehicle to promote the brands.

The solutions offered by the traditional agencies had become off-beat and the internet

era was not accepted by the traditional players.

Interactive agencies differentiate themselves by offering a mix of web development,

search engine marketing, internet marketing and e-commerce consulting. These

interactive agencies grew at a very rapid pace on account of the innovation in the field

of technology, although some of these have downsized just as rapidly due to changing

market conditions.

Lately, all the traditional neutral media ad agencies have adopted the latest technologies

in order to cope up with the demand of the customers in the war of brands. Hence, the

interactive agencies are the commonly found agencies even today. Or one may even

say that the traditional neutral media agencies; along with the concept of integrated

marketing communication are the interactive agencies of the current times.

The companies that provide specialized advertising and marketing services for the

digital space are the most successful

A digital space may be defined as any multi-media enabled electronic channel where

in an advertiser’s message can be seen or heard. The digital space thus translates to:

Internet, Kiosks, CD-ROMs, DVDs, Mobile phones, iPod, Play stations etc.

The reasons why an interactive agency is different from the traditional ad agency is that

the interactive agencies only focus on the interactive services like strategy, creative,

design, video, web development, programming, management and fulfilment reporting

D. SEM and SEO

The latest development to occur in this field of ultimate innovations is that of SEM-

Search Engine Marketing and SEO- search Engine Optimization.

The concept of search engine optimization refers to the practice of maximizing the

traffic or the quality of traffic to a web site from the search engines via natural and

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unpaid means. Ideally, the earlier or the higher a particular site appears on the search

engine, the more visitors it attracts.

SEO considers how a search engine algorithm might function and what would people

search for in order to get indexed on the earliest possible pages on the search engines.

Though SEO may not come to rescue as a proper marketing strategy, it evidently

becomes helpful in enhancing the awareness and reliability of a product or service.

The use of SEO and other methods like paid inclusions, paid placement and contextual

advertising that attempts to promote a particular website by enhancing its visibility in

the Search Engine Result Pages is termed as Search Engine Marketing (SEM)

The SEO and SEM have been classified as agencies as a result of its creations in the

media and media purchase of text based ads.

Though this sector is slow in growth and not a very well flourished concept yet, it is

predicted that it may well outpace magazine spending in the coming 3-5 years.

The ad agencies of the current time display all the above mentioned phases to provide appropriate

advertising solutions. If not, these functions are outsourced by an advertising agency itself and the

client is not brought into the picture of dealing with more than one ad agencies for its marketing

and communications solutions.

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PORTER’S FIVE FORCE MODEL

Porter’s model constitutes of five factors which affect the industry in various manner:

FORCE 1: INDUSTRY RIVALRY

Industry rivalry refers to the presence of players in a perfectly competitive environment. In case

of the advertising industry, there are many global players like the Omnicom group, Publicis,

Ogilvy and Mather etc. These global organizations have their presence in most of the major cities

of India, thus giving intense competition in the market. On a regional level, Mudra group is the

oldest and the most prominent player. Triton communications lies just next. Other agencies like

One advertising, Hanmer group etc. have also grown to have a place in the regional market. Overall

INDUSTRY

RIVALRY

SUBSTITUTES

(THREAT OF

SUBSTITUTES)

POTENTIAL

ENTRANTS

(THREAT OF

MOBILITY)

SUPPLIERS

(POWER OF

SUPPLIER)

BUYERS

(POWER OF

BUYER)

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the industry has many players giving rise to intense competition to grab the major share in the

market.

FORCE 2: POTENTIAL ENTRANTS

The advertising industry works on the pillars of ideas and creativity. Entry into this industry does

not require huge investments but a pool of talent. Anyone with the required technical expertise and

desired skills can enter the sector and grow to give threatening competition to the existing players.

The entry barriers are thus low and thus the scope of competition gets enhanced. The competition

from new entrants is more for the smaller scale agencies.

FORCE 3: THREAT OF SUBSTITUTES

Many companies choose to follow in house advertising and communication departments instead

of hiring an ad agency for their communication activities. A new development in the field of

advertisements is that of SEO and SEMs. Lately they have been carrying out the marketing and

communication tasks for various companies. Freelancing is yet another source of substitution.

They are quite a threat to small agencies.

FORCE 4: THREAT OF BUYERS

With so many players available in the market, buyers have an easy alternative to switch the agency.

This industry respects the creative and innovative solutions, then be it offered by a global champion

or a local player. Hence, the buyers get to chose from the wide array of options. As a result, it

comes as a responsibility to the agency to work for the best of the customer.

FORCE 5: THREAT OF SUPPLIERS

An advertising agency is an independent industry. It can be significantly called as a vertically

integrated industry. An ad agency has a strong association with the media vehicles and their

sources in order to display their creations. And this relation is symbiotic in nature. Hence, it is in

the benefit of the industry to maintain strong media relations. Other suppliers include the supplier

of technology and other office requirements which is a huge industry in itself. The supplier

relations are significant but never a threat to the industry

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Triton Communications Pvt. Ltd. is India’s young and one of the largest advertising agencies. It’s

a professionally managed, integrated marketing communications organization, providing 3600

media solutions to its clients.

Triton Communications was started in 1991 by two advertising professionals – Munawar Syed and

Ali Merchant – today manages a whole host of big clients. Perhaps it is just one of the few truly

Indian agencies which are successfully making its mark globally. With Head Office in Mumbai,

its network in India covers Ahmedabad, Delhi, Pune and Banglore, with staff strength of over 250

professionals.

To cater value added services Triton has its sister concerns under the same roof:

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Nationally, the Company looks after advertising and communications requirements of leading

Companies across wide categories like Eureka Forbes Limited, ,Moov, RingGuard, SetWet,

Panasonic Electronics, , Bajaj Tempo Tractors, Hamdard(Rooh Afja), Honda Activa, Millenium

Alcobev, Pidilite Industries, Dr.Batra’s Positive Health Clinic, RCF, Nirlep Cookware and a

number of leading brands.

DURABLESOTHERS

SERVICESFMCG

DURABLES

FMCG

OTHERS

SERVICES

Across

Categories

Experience across categories

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TRITON AHMEDABAD

Triton Ahmedabad branch is an independent profit centre having a full-fledged office, a sound

infrastructure with the creative talent of 35 individuals having, planning ability and multi-media

capabilities to handle any communications task.

SERVICES PROVIDED BY TRITON

Triton communications Ahmedabad is the destination for the people who are passionate about

communication and their imaginations go wild.

The orchestra of the left minded and the right minded people come together to create a melody.

We not only create just fresh advertisements, but offer complete communication solutions with the

kaleidoscopic talent we have in the form of artists, writers, managers and studio experts.

The game starts from consulting and goes on board with market research, media planning and

finally towards the advertising- creatives, films and media

The Telescope

The technical task of gathering information about the market and the customers helps us determine

the kind of response of the customers to the products. Be it boosting the sales, creating a new

venture or saving the drowning boat; we come to the client’s rescue with our team of research

gurus. Our team is well versed to apprehend the wishes of the customers in the form of valuable

solutions for the client.

From wishes to goals- Plans into Action

This is a never ending process of defining and redefining the objectives, developing the strategies

and evaluating the advertisements. We bring the best out of the client’s needs and the capability

of our creative experts.

The Twinkle in the market

Creativity tied up with strategy makes an Advertisement that sells.

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The amalgamation of the creative souls and the planner brains brings out the apt communication

to be directed towards the people who are fascinated by it. The medium of advertising and the

promotions are just the preview. The ultimate fiesta is generated after hours of brainstorming and

significant contribution from all directions. All these efforts are put in so that you succeed because

your success is our IDENTITY.

The Shooting Star

One may use the Below the Line Promotions, the unconventional ways of display or Guerrilla

marketing. For us, it is the thought so virgin, the idea unexplored and the gift our talent can

materialize for our clients. We hold one thought with firmness, we rear each ad campaign as our

own baby. A child well taken care of reaps maximum to the parents.

DEPARTMENTS OF TRITON

Client Servicing Department

This department is the bridge between the outside and inside of the organization

If the advertising agency be seen as a movie, the CSD is the hero, the lead actor. Client servicing

people deals with the clients. It is upon this department to understand the needs of the client and

get the best out of the creative heads of the organization. Right from taking the brief to the final

delivery of the solutions and collection of bills, CSD plays a core role. Advertising is a craft

executed by people who aspire to be artists, but is assessed by those who aspire to be scientists.

CSD people help achieve this balance

Strategically dividing into various sections, a client servicing executive plays a prince in the

following roles:

Managing Business: They have to manage costs, revenues and profits and not just manage, but

make them grow without clients ever getting the feeling that the agency is taking them for a ride

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Managing agency PR: Good Brand service Managers need to know about the agency, the

happenings in the agency network, philosophy of the agency, its convictions and beliefs. It is only

then, that armed with such knowledge, they can present a confident and definite picture of the

agency to their existing clients as well as prospective clients. They are the best link the agency has

with the outside world

Managing Negotiations: They have to be expert negotiators, be it with clients, be it with creatives,

be it with photographers or film makers or be it with media

Data Analyst: The planner is charged with ensuring that all the data relevant to the Brand’s

communication decisions be properly analyzed

Writer of the Creative Brief: The brief is widely considered to be the planner’s main product.

Creative brief should be such that can spark ideas

Insight Miner: It is important to know the insights of a client’s business. These insights about the

client’s business come from many areas: The consumer, the client company’s culture, the market

place/ category, the competition, the brand, the product qualities, the advertising and

communication conventions of the category

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Market Researcher: in order to find out the needs of the client, it comes as an essential duty of an

agency to find out the market reaction towards the brand. It forms the basis of all marketing

strategies

Media/Communications Planner: It is important for the planner to understand the strategic role

and effectiveness of different media, by target and by category, and know when and how it is

relevant to use them to achieve the brand’s objectives

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Creative Department

The creative director in an agency is the pole star of the stars, the lion of the jungle, and the rock

star of the band. The creative guys are all his assets and he is responsible for conjuring up the ‘Big

Idea’, the creative breakthrough.

Once the creative guys are handed over the creative brief and the deadline, they spend most of

their time bothering about neither. Keeping the brief in mind, the team then decided the best way

in which the client should say what he wants to know about his brand. They provide the

product/service with a face, a feeling, an emotion, and bring it to life. Probable creative routes are

explored and then discussed with the planning team for feasibility. The best routes are then short-

listed. The work is then broken down between the copy and art teams.

The Art Team: Leaded by an art director, they are no big with words. They just make the ad look

good. They give the creative idea a definite form. If copy is about the words, art is the pictures. If

the copywriter is the singer who carries a song on his voice, the art team is the music, without

which the song often can be quite empty

The Copy Team: Their job is to simplify and interestingly convey the brand with words, an image

or maybe even a blank page. Let’s suppose the client wants to say that his product “smells the

best”. The copywriter would put it as, “It smells like the earth after the first rain” or a can of glue

or whatever that might tickle his fancy. The headline, baseline and body copy of an ad is their area

of expertise.

Production Team: They come in when the radio star wants to go on TV, cut a music video; in other

words, a television commercial. As long as it’s a print ad, the copy, art and studio teams can handle

everything, but when it comes to television you need completely different set of skills like making

actors act. That’s the production team’s specialty, from buying props, to getting actors, to

costumes, lights, cameras, action and pack- up, everything is done by them.

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Triton Ahmedabad does not carry out the production operations. All such activities are

collaborated with the head office at Mumbai and the TVC production is then handled by both the

offices mutually.

The Studio

The studio manager handles a team of technical experts. After the layouts of an ad are approved

by the client, the final artwork is carried out by the studio experts. The modifications and similar

work is also carried out in the studio. With the studio manager remains all the records of the

advertisements made by the agency for all the clients. It is also a part of the studio to coordinate

the press ads with the publications.

Accounts Department

Eventually, it’s the accounts department that has to manage a positive number on the company

balance sheets. Right from estimating the costs for the client to receiving the payments, the account

executive nags the client serving guys to keep things under control. They also keep check on the

routine bills like telephone bills, stationery bills, electricity bills etc. the media payments to various

publications as well as the internal matters like staff vouchers, refreshments, and conveyance

allowances are managed by the accounts department.

All said and done, the ad agency has a particular sequence of steps to follow in the process of ad

making. Be it a single ad or a marketing campaign from the side of the client, the procedure is very

well defined. This defined flow of work makes it very easy for the employees to plan the work and

execute it in an organized manner.

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THE AD MAKING PROCESS at TRITON

Client’s Brief

Brainstorming on the brief by Client Servicing Team

Market Research-Understanding the insights of the

Consumer (Target Group)

Creative brief gievn by the client servicing

team to the creative team

Layout options for Creatives given to the Client

Servicing Department (To be approved by the client)

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Studio Manager, (also given along is a requisition

form, with all the details about the required artwork)

Artwork is prepared by the studio team

and given to the client servicing executive

AD AGENCY

Client- Ad/ Campaign

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CLIENTS- TRITON, AHMEDABAD

Currently the branch handles prestigious clients like Adani Wilmar Limited (Fortune edible oils),

Wagh Bakri Tea, Zydus Wellness, Everyuth, Vadilal Icecreams, Supernova Gensets giving it a

rich experience across category.

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PURVI RUPAREL, INTERN, CLIENT SERVICING DEPARTMENT,

TRITON COMMUNICATIONS AHMEDABAD

EXPERIENTIAL WORK

Started my journey of the corporate world on 1st May, 2010, I was quite an experience to work

with Triton communications. The methodology of working is quite serious and demanding, this is

what I already knew out of my entrance test at Triton, which was a couple of months prior to my

summer internship.

THE ICE BREAKING DAYS AT TRITON:

1st May, 2010: A Saturday, officially a holiday, not a very pleasing day to start with. But that

was my Day 1 at Triton and the office working as a full-fledged day on a holiday. The only change

was, on Saturdays, casuals are allowed and the day started at 12 instead of 10. “The pack up time

is never fixed here. At 6 pm, it’s just half day!” this was how I was introduced to the office and

this is what I foresaw in the following two months. I was given the profile of Intern, Client

Servicing Department. After the initial introduction with the whole office, I was asked to assist

Niyati, Executive, Client Servicing and observe the functioning of various departments. In the 1

week that followed, I learnt about the departments of an Ad Agency and the functions of each of

them. After going through all these procedures and having a thorough understanding of the task

carried out by each and every member of the organization, being a part of the client servicing

department, the interns were given tutorial sessions wherein, the work of the client servicing

department was taught in greater detail. The motive was to make us aware of process of ad making

and how to practically device the marketing strategies for the client as per their requirements.

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INDUCTION

The client servicing department works on the principles of ROI. As any first-timer, ROI would

stand for an obvious answer of Return On Investment. But for the advertising world, the concept

of ROI stands for RELEVENCE, ORIGINALITY & IMPACT.

Relevance: The ads or campaigns designed for a company should be relevant to the target audience.

It should convey the necessary message to the audience.

Originality: It is not only necessary to convey the message, but equally important that the means

and manner in which you communicate be unique. Customers should get attracted towards the

company with the kind of innovation shown in the communication.

Impact: Above all, the main aim of advertising is to help increase sales. Advertising acts as a

catalyst between the customer and seller. However relevant and unique the ad is, if it does not drag

the target audience to the store to buy the product, it becomes worthless. The innovation should be

such as it leaves a positive impression in the mind of the target audients.

The ad industry worked on these three principles and the ROI book is considered to be the GEETA

of the advertising agency.

This training session came as a very positive output, especially because, more than training, it was

a discussion wherein all the members of the client servicing department, including the Vice

President of the company, Mr. Mayur Rana were involved. The sessions were conducted by the

Group Manager, Mr. Rikin Shah.

“At Triton, we don’t make an ad, we device strategies.”

This was the first rule we ought to keep in mind while working for a client. Even for creating a

single ad for the client, it is very important to understand the needs of the client. What does the

brand stand for, what are the attributes and characteristics of the product and what our customer

32

wants to convey to his customers is very important to understand. Hence, only a brief give by the

client may not suffice and further study may be required to gain proper understanding of the

consumer’s insight. Due to this reason, Triton does not serve for one time ads but only on

contractual basis.

The training was conducted keeping its client A B Jewels into the focus, so that I could later assist

in the campaigns of A B Jewels.

33

A B JEWELS

When an agency gets professionally involved with a client, there are few questions that need to be

answered about the brand. A B jewels has been associated with Triton since a few months now

and hence the introductory research that needs to be carried out was already done. I was asked to

study the brand and get the details of the work carried out on this client to get a better understanding

of the project. On the basis of secondary research and the details available on the company intranet,

following are some basics regarding A B Jewels

Key characteristics of the brand

Started its journey 60 years ago, today, A B Jewels is a

Jewellery showroom with a wide range of collection in Gold, Diamonds, Silver and

Platinum

Big name with little glam in the market

Prime location in the city

Market and brand performance and non-performance

Despite the soaring gold prices, gold market flourishes, with India being one of the highest

consumers of gold. Particularly In Gujarat, the average sale of gold per day is

200-225 kgs.

AB Jewels is a prominent player in the market. Now it intends to become a brand name

In order to take this leap, A B Jewels is first required to tackle the problem of lower brand

recognition and brand association.

Previous advertising activity

Prior to association with Triton, A B Jewels has not been involved in active advertising.

Though it is a 60 year old shop, and A B Jewels showroom is 8 years old, few people know

about the brand.

Competitors have been quite active in advertising themselves. Especially, the retail chains

like Tanishq, Gitanjali group etc. are into very aggressive marketing and A B Jewels lay

behind in the race.

34

Proposed media

Print media

Radio

Target group

Women and families

Especially married women

Upper middle class and higher class people with elegant lifestyle.

Competitors

Major competitors: Tanishq, TBZ, Nakshatra, Ddamas, Anjalee Jewelers, Zaveri and co.

etc.

STEP WISE PROCESS OF MARKETING STRATEGY

A. MARKETING OBJECTIVE OF THE CLIENT:

To increase sales

B. ADVERTISING OBJECTIVE OF THE CLIENT:

A higher brand recall

More footfalls in the store

New consumers (who have never heard about A B Jewels)

C. THE DECISION MAKING PROCESS

There are 6 stages of decision making from the consumer point of view. It is very essential

to determine as to which step of the decision making acts as a barrier for the company.

35

Preference

Awareness

Acceptance

Selection

Search

Usage

A B Jewels faces a barrier at more than one stages of the decision making process.

Awareness: This is a sixty year old shop. A B Jewels has opened this 3 floor showroom, in

a prime location of Ahmedabad in 2002. Yet, the brand recall and awareness is quite low.

Many people don’t associate with this Jewellery mall as a high status showroom.

Acceptance refers to the acceptance of a product line or category in the market. The gold

and diamond jewelry is very well accepted in the market. Hence, such a question does not

arise. But the westernized gold jewelry instead of the traditional items is yet to find a proper

place in the market, especially in Ahmedabad.

Preference: Even if the target group is aware of the presence of A B Jewels, it is important

that the customer prefers our product against other similar products offered by the

competitor. In case of A B Jewels, it loses at this front. A B Jewels does not appeal to the

esteemed group of customers. They prefer TBZ, Tanishq etc. over A B Jewels

Selection: This layer of decision making refers to the selection of a brand for buying once

the customer enters the shop

Search: Visibility and prominence plays a significant part in selling of the product.

Awareness and high quality products need to be backed by prominence. The product should

be well displayed and easily available to the customer’s sight. In case of A B Jewels,

visibility is also an issue.

36

Usage: The last and final step of decision making occurs in the experience a brand provides

to its customers in the process of buying and the after sale service it provides. What also

matters is the quality of the product. This is one point wherein no advertising concept may

help. The product ought to be worth the price a customer pays.

A B Jewels has been a major player in the market with one of the largest jewelry collection in the

city. So what can be the factors that can enhance sales and its brand value? What can be done to

bring this pioneer of jewelry market into glory?

Trust in their own jewellery brand. Most of the consumers prefer to buy from a local

jeweller they and their forefathers have traditionally trusted.

In order to climb to the higher level, A B Jewels needs to introduce a complete new and

stylish range of designs, especially focused on the youth and the elite consumers. Other

jewellers of the same league have a collection that is more trendy and in accordance to the

latest fashion and style.

Brand image: A B Jewels aspires to create a brand image that is not only elegant but also

an image that conveys the feeling of being “Your Jewellery Showroom” to its target

audience. Currently, most of the upper and upper middle class people feel, “this is not my

kinda showroom!” and the lower middle class people feel it’s too big for them to go. As a

result, it loses out on both fronts, thus not gathering the desired response.

Even though it is located in the city hub, it has been unsuccessful in leaving a mark in the

minds of its audience. It does not have a very eye catching appearance. Moreover, some of

its core competitors, TBZ, Tanishq and Forever Jewellery are located right opposite the A

B Jewels showroom. The excellent placement of brands and eye catching displays of these

showrooms make it all the more difficult for our client.

37

COMPETITORS OF A B JEWELS (RETAIL JEWELLERY INDUSTRY)

Indain jewellery market is that of perfect competition. In the earlier times, the competition was

limited to the local jewellers in that particular locality. With the introduction of the retail jewellery

chains in India, the local jewellers are facing intense competition. These retail chains have

introduced very high standards and brought in a new style in the jewellery buying process.

1. Tanishq

Established in the year 1995, Tanishq, under the family name of TATA Group, is India's

largest, most desirable and fastest growing jewelry brand.

Initially, customers were not ready to accept the concept of branded jewelry. Tanishq, as a

brand was a failure in its initial years. Constant appeal in the form of advertisements

resulted into sales skiing high. Currently, Tanishq has the highest Brand recall and brand

awareness in the market. With more than 100 stores in about 78 cities of India, Tanishq has

become an every home brand in India. Besides its flourishing retail business in India, it

also has heavy exports to UK, US, Australia and West Asia.

PRODUCTS

Tanishq has a very wide range of collections made for a very diverse customer base. The

gold, diamond and platinum jewelry are christened with fashionable names to attract the

attention of the customers.

It has a fashion earring collection for the youth while a kundan and polka collection for the

more experienced group of people. From corporate dressing to a wedding collection, a wide

variety is available. Moreover, it transposes designs by stocking inter regional designs in

order to appeal to a variety of people. Its target group is not only the urban market, but

small town markets and institutional customers as well.

ADVERTISING AND PROMOTIONS

Tanishq has a very originative manner of showcasing its exclusive designs in the ads Partial

endorsements are done by Bollywood stars Asin and Amitabh Bacchan. But the celebrity

38

ads are not the sole ad content. Other ads are also given equal footage and they are very

brightly displayed.

They celebrate Woman’s day, Mother’s day, Valentine’s day, Festive offers and

anniversaries by offering special discounts like gold exchange offer, competitive making

charges, lucky draws etc. discounts and offers are organized in order to maintain constant

touch with the economy group of customers.Celebrations are on a lighter note and not very

glossy. Simple yet attractive. Besides the celebrity ads, ads are usually brightly colored,

lively and soothing, and are mainly of 2 types:

Culture focused

Classy and eccentric designs

Communication is carried out by means of print ads, Press releases, TVCs, Radio spots, banners

and hoardings, website, social marketing via Facebook and Twitter.

2. Gitanjali Group- Nakshatra, Asmi, Ddamas, Gili

The group as a whole constitutes quite a chunk of the market share. Though each brand

line advertises individually, they all follow a common pattern of advertisements. Each of

them have a celebrity endorsement and most of the ads are celebrity focused only. There

are fewer innovations in their style of advertising. Yet the brand image they have created

39

over a period of time is remarkable. The corporate collections have gained high popularity

in the buyers of current generation. They have their ads in regional languages which

appeals to the economy class people. Such ads have successfully indicated that big brand

names does not necessarily mean costly and made for higher class people only. Besides the

usual festive offers and wedding collections, this group routinely organizes exhibitions,

especially in the cities where their brand name has lower recognition and recall. Discount

offers are usually in the form of gift vouchers and discounts on making charges etc. and

they are offered at regular intervals especially on festivals. Brand ads are designed to attract

elite customers while offer ads are more cluttered and hold a middle class look. Asmi

encourages women to become entrepreneurs by associating with them by way of a

franchisee.

40

3. Orra

This brand serves only diamond and platinum and is designed keeping only the elite buyers

in mind. They do not have any celebrity endorsements. Fewer, but classy ads are their

approach towards customers. They use a constant mild blue color for advertisements. This

company appeals highly to the elite group.

4. TBZ

It started as a family owned jewellery shop way back in 1864. Today, it has grown to

become a retail chain of 12 exclusive showrooms with its presence in 8 cities across India.

They do not have a celebrity endorsement. But their sophisticated designs and ads attract

the people of elegant choice. Locate right opposite A B Jewels in Ahmedabad, TBZ stands

as a strong competition to ABJ. Like all other jewellery outlets, they provide festive offers

and discounts. Their collection appeals to the youth as well as the people who love heritage

collections.

41

CAMPAIGNS for A B JEWELS

Mother’s Day Celebration:

With the changing times, such days are celebrated with great zest. Gold is adored by every

mother. Hence, this day comes as an important occasion for the jewellers. We organized a

campaign for A B Jewels for this day.

Celebrations at A B Jewels on Mother’s Day from 7th May, 2010 to 9th May, 2010

Special discounts

Organized a “MY MOTHER MY

JEWEL” Contest, where in the

participants were suppo write

something about their mother.

The winner got gift hampers and a

dinner in a five star restaurant

escorted in a Mercedes. The event

was collaborated with My FM,

hence constant radio spots were

aired 2 days before the event. Ads

were released in the leading

newspapers of the city and A B

Jewels also got a press release for

the event in Divya Bhaskar.

On Mother’s day, 8th May, 2010 the event was conducted by the star RJ, RJ Krupa. The

famous Gujarati TV actress Ragini was invited as the chief guest. The event was very well

conducted and all the elite customers of A B Jewels were invited. The response to the event

was overwhelming. In just 3 days time, A B Jewels received more than 350 entries for the

competition and on the day of the event, the A B Jewels showroom was brightly lit with

the presence of its esteemed customers.

42

To support the event promotion, an ad of Mother’s day celebration was created and it was

displayed in the showroom in the form of danglers, standees, shop boards, table tops and

brochures.

60th Foundation Year Of A B JEWELS

30st May, 2010 was the 60th foundation anniversary of A B Jewels. An internal meeting

was conducted for designing a campaign for this event. Initially it was decided that the

latter half of the month, be termed as the celebration of the foundation month, starting from

the auspicious day of gold buying, “akshay tritiya” on 18th May, 2010. But the idea was

rejected and the celebrations were held from 30st may to 5th June, 2010.

This modification was done considering the

fact that the salary class people would not prefer to buy gold in the month end, but in the

first week of the month when they get the salary. Radio spots were aired for this occasion

as well. My contribution to the ideas was that of airing testimonials from the elite customers

of A B Jewels and thanking all the customers of A B Jewels for their strong association

with them. Special discounts were offered during the days of celebration. For the

promotion, press ads were released and in house danglers, standees, shop boards, leaflets

and table tops. An SMS was sent to all its customers regarding the celebration. On the

foundation day, Triton took a 6oth year logo cake for their clients and celebrated with a

43

bash. There was a considerable increase in sales as a result of the promotions and the

discount offers

AB Na JEWELS

This event is not a part of the marketing strategies for the client. In order to make effective

communication with the customers and give outstanding treatment to the customers, it is

very essential that the communication with the internal customers of the organization i.e.

the staff be maintained very well. Moreover, A B Jewels wanted to recruit some more

employees. We clubbed the recruitment and the internal communication to give A B Jewels

the “A B na Jewels”. This is not a onetime event but a long term programme aimed to build

strong and long lasting relations with the staff members. It was scheduled that every month

there be an activity for the A B family members. This campaign started with a one day

training program for the staff members on 27th May, 2010. This session included a

motivational speech and a discussion by Mr. Sanjay Chakraborty followed by a lunch.

In order to improve and speed up the recruitment process, a deal was offered to the current

employees of A B Jewels. It was termed as “Bring a Friend” activity. Any employee who

recommended a friend to be recruited got an additional incentive.

I suggested various other ideas for the AB na Jewels monthly activities. Some of them are

already under process of application right now.

A group insurance scheme for the employees

A wedding gift; considering that most of the employees are young unmarried

individuals

A B JEWELS Corporate Presentations

I made the corporate presentation for A B Jewels, for its dealings on a B2B level

It was very essential to make our client aware off the marketing activities carried

out by the competitors. The presentations of analysis of the competitors carried out

by me were used in the meetings with the client.

A presentation on the core competitor Tanishq

A presentation on the advertising trend of major players in the industry

44

The website of A B jewels was not very updated and glamorous. Again, the

competitors got an added advantage in the internet marketing. To bring this in the

eyes of the client I made a presentation on the websites of other jewellery

showrooms. This presentation was used in the meeting with client to propose him

to have a makeover of the website

A B JEWELS Social Marketing

I made the Facebook page of A B Jewels. Currently, it is quite active and gaining

momentum.

Other Suggestions for A B Jewels

A B Jewels lacks that charm in order to attract the buyers. The window displays and the in

shop posters are not very attractive. Moreover the fourth floor of A B jewels is not utilized

right now. In the internal meeting conducted over these issues of our client, we came up

with the following suggestions:

If A B Jewels become appealing to the buyers, trust of the old jewellery shops can be easily

grabbed. Hence, it is suggested that A B Jewels undergoes a makeover. The fourth floor of

the showroom can be set up under a new trendy brand name to sell the youth and corporate

collections. The people are getting westernized and with that is their choice of jewellery.

Young people do not associate themselves with the brand A B. Hence a new brand under

the family name of A B is desirable. The window displays are one place of appeal for the

client because of its location. Very attractive, subtle and elegant window displays and shop

boards will make a significant difference in brand awareness and recall.

45

OTHER ACTIVITIES DONE BY ME:

WAGH BAKRI TEA

Assisted in the artwork of shop board for Mumbai

Assisted in the magazine ad of Wagh Bakri tea

Assisted in the artwork of back to school offer for Wagh Bakri Delhi

The facebook page of Wagh Bakri tea needed some refashioning. I studied the

facebook page of Wagh Bakri, compared it with various other pages and suggested

some ideas which were appreciated by my superior.

Attended internal meeting regarding the Wagh Bakri sales issues in Surat and the

tough competition from Jivraj Tea

In Surat, Wagh Bakri tea has a poor market share. According to the client,

more than 85% of the market share is covered by Jivraj Tea. In order to

confirm this data and to device a solution for such a crisis, it was necessary

to conduct a market research in Surat. I assisted in making the questionnaire

for the research to be conducted.

SUPERNOVA GENSETS

Made the corporate presentation for Supernova Gensets

Helped in making a recruitment ad for Supernova Gensets to be published in

Hindustan Times Delhi, Telegraph Kolkata, Midday Mumbai, The Hindu Chennai

and Deccan Chronicle Hyderabad.

Helped in the artwork of Supernova Gensets half page promotional ad

EMALL (SIS GROUP)

Corporate presentation for emall for its B2B delegations as per the brief of the

client.

Assisted in various making various artworks of print ads in leading newspapers

Times Of India, Economic Times, Divya Bhaskar etc. during the launch of Vfone

46

TRITON WEBSITE

Triton website is currently under the process of a new look. I contributed in developing a

mock website for the company along with an executive, Shaktiraj. The reviews by the

superiors were positive and the mock website is supposed to be presented to the Mumbai

head office soon.

47

RESEARCH OREINTED WORK

FLASHBACK: 18th FEB, 2010 (BUSINESS TODAY MAGAZINE)

As a part of the curriculum, summer internship comes as a very significant part of a management

education. My aspirations to work in the advertising industry brought me to Triton. A task that

started with simple applications and emails had a long way to go. In the interview, on realizing my

science background, my interviewee, Mrs. Niyati Kadikar, whom I later knew as an Executive,

Client servicing, gave me a qualifying assignment to be finished within 24 hours. At Triton,

discipline and punctuality of work makes a significant

The Entrance Exam:

Research Objective: To study the market of Business Today Magazine in Ahmedabad

Research Methodology: Questionnaire

Sample Size: 50

Target group: MNCs (Corporates) (10)

SMEs (10)

Stockbrokers (15)

Students (Management profile) (15)

48

Analysis:

5 source of information prefered for business information

Stockbrokers- Internet, Prowess (software), News channels, Newspapers, Magazines.

Corporate- Information by the Head Office, Personal Reference, Newspapers, Magazines

Students- Internet, Newspaper, News channels, Research papers

SMEs- Internet, Newspapers, News, Magazines

Top five business magazines of India

Stockbrokers- Dalal Street, Capital Market, Business today, India Today, Outlook

Corporate- Business Today, Business Week, Bank’s Pvt. Publications

Students- Business Today, India Today, Business Week, Outlook Business, Economists

SMEs- Business Today, India Today, Business Week, Dalal Street

Usefulness of business magazines

Respondents of each category found the business magazines very useful. Industry specific

discussions and articles like cover stories and elaborate articulation of current business

happenings were major attractions

Business magazine you read currently

Stockbroker- Capital Market and Dalal Street compared to Business Today

Corporate- Besides Bank’s Pvt. Publications, Business Today & India Today are majorly

preferred.

Students- Business Today, India Today

SMEs- Occasional reading of magazines like Business Today

49

Contents of an ideal business magazine

Stockbroker- Company specific details

Corporate- Precise, brief details, national and international economic trends, current

issues, policy decisions.

Students- Precise, current issues, global trends

SMEs-Current issues, etc.

Rating of Business Today magazine ( scale 1-5 where 1 is for bad and 5 for excellent)

Stockbroker- 4/5

Corporate- 3.5/5

Students- 4/5

SMEs- 4/5

Aspects that would make Business Today the most desired business magazine

Stockbrokers- Attractive cover page, demand for more frequent editions

Corporate- Attractive cover page Wide coverage in various issues such as banking,

insurance, mutual funds, etc.

Students- Reasonable price, simple language, topics relating to Marketing and HR

SMEs- don’t prefer magazines against the latest sources of information. Hence no

suggestions provided

50

Conclusion

From the survey, we can conclude that:

The use of business magazines in stock markets is very less, due to internet and news

channels, which can provide minute to minute information.

Business corporate are more inclined towards bank’s private publications along with

magazines like BUSINESS TODAY and INDIA TODAY

Students form a majority of the people who use business magazines.

SMEs read magazines only occasionally.

BUSINESS TODAY, strong points- the cover story, company specific information and

attractive cover page.

51

WAGH BAKRI TEA

Research Objective: To study the consumption behaviour of tea bags in the market.

Research Methodology: Questionnaire

Sample size: 50

Analysis:

Use tea bags

Brands of tea / tea bags consumed

28%

72%

Tea bag Consumption

YES

NO

66%12%

10%

6%6%

Brands of Tea/ Tea bags

consumed

Wagh Bakri

Lipton

Tata Tea

Tetley

Others

52

Reasons for the use of a specific brand

Maximum recall of advertisements

Most of the responses were as follows:

Tata Tea (Jaago re)

Taj Mahal (Zakir Hussain)

Taj Mahal (Saif Ali Khan)

Lipton

Brand Awareness

Tata Tetley: 86% of the respondents were aware of this brand

Taj Mahal: 92% of the respondents were aware of this brand

Twinings: Only 6% of the respondents were aware of this brand

56%

20%

16%

8%

Reasons for loyalty towards a

brand

Taste

Aroma

Many years of usage

Others

53

Sources of Brand Information

Advertisement Promotions Shopkeeper Friends and

Family

Tata Tetley: 80% 30% 20% 24%

Taj Mahal: 94% 30% 38% 20%

Twinings: 6% --- 8% 4%

Relation between the usage of tea bags and various products

Celebrity endorsements for various Tea bag brands

About 96% respondents were able to identify Zakir Hussain and Saif Ali Khan to be the celebrity

endorsers for Taj Mahal Tea Bags

30% respondents were able to identify Sania Mirza to be the celebrity endorsers for

Tetley Tea Bags

20% respondents were able to identify Vidya Balan to be the celebrity endorser for Wagh

Bakri Tea Bags

32% 32% 32% 32%

28% 28% 28% 28%

40% 40% 40% 40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Cars Watch Mobile Apparel

Elite

Economy

Any

54

Conclusion

Out of all the people who drink tea, only 28% of them used tea bags, indicative that the

market for tea bags is not very huge

Wagh Bakri tea emerges as a clear winner of the maximum market share, about 66% in

Ahmedabad

The criteria for choosing any particular brand of tea are majorly based on taste and aroma.

Advertising helps only in enhancing the sales and not in selling the product itself

TATA tea’s ad Jaago re and Taj Mahal tea’s ad starring Zakir Hussain/ Saif Ali Khan have

the highest brand recall

TATA Tetley and Taj Mahal tea bags are quite famous in the market and advertisements

have been of significant help in bringing this awareness

Many people did not find any relation between the use of tea bags and the brands of cars;

watches etc. though many related the use of tea bags with high status and perceived that

the people who use tea bags prefer elite commodities in usage.

The celebrity endorsements for most of the Tea bag Brands are not very useful in Brand

recall. Though Taj Mahal tea has had a firm impression in the minds of people. While

Tetley tea bags and Wagh Bakri tea brands have had some impact

55

CONCLUSION

CONCLUSION

In the summer internship period at Triton Communications I have undertaken various activities,

both experiential and research based. After having a thorough understanding of the organization

structure and functions, my first project was A B Jewels. A B Jewels is an established player in

the industry. Backed by the experience of 60 years, the goal of A B Jewels is to now take a leap

towards creating a Brand Image for itself. I studied the current brand value of A B Jewels and

compared it with the prominent competitors in the industry. We organized various campaigns for

the externals as well as the internal customers; i.e. the employees of A B Jewels. This was done so

as to increase the awareness about the brand and come in direct contact with its current as well as

potential customers. We suggested the client to undergo a makeover so as to create a brand image

that is more appealing and trendy. Youth and working people now form a huge customer base in

jewellery market. We propose them to make a special section that has trendy and youth oriented

subtle designs, in order to cover a wider customer demographics.

The research work carried out for Business Today revealed the preference for business magazines

among various target audience. Nowadays, magazines are less preferred because of the availability

of other sources. Internet and business news channels are preferred more due to the instant

availability of information. Business Today has higher Brand recall on account of its attractive

cover page. The cover story forms a strong point of differentiation for Business Today

The other research work was for Wagh Bakri Tea bags. I found out that the market for tea bags is

comparatively low. For tea market in Ahmedabad Wagh Bakri has the maximum share. But for

tea bags, it faces immense competition from Tata Tetley tea bags and Taj Mahal tea bags. The

brand recall is high in case of Tata tea, Taj Mahal tea and to some extent Lipton tea. Celebrity

endorsement has been fruitful for Taj Mahal Tea. Yet another aim of this survey was to find the

relation between the consumption of tea bags and the category of the other products used. Though

many people do not find any relation between the two, a significant number of people felt that the

people of higher class, the ones which use the products of elite category are the primary consumers

of tea bags.

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LEARNING

The field of advertising and communication looks very attractive from the periphery. The glamour

of the media lures people towards working in this sector and this holds true especially for the

youth. When I joined Triton communications, I only had in mind the glamour of the industry and

a rough idea about how an agency works. At the end of the two months of internship, the attraction

towards the chants of media and advertising has turned out to become enthusiasm and vigour to

get behind the scenes and enjoy the process of making enchanting communications with the world.

The corporate exposure I received in this organization helped me get an introduction to the world

I would be facing after the management education. Though all lessons did not come the easy wa.

At times, the scolding and work load were difficult to handle. Now, on completion, I realize that

it is because of these work pressures and scolding for minute things that has enhanced my

understanding and knowledge for the industry. Moreover, I was treated not as an intern but as a

part of their team and the work was allocated not to inflate the size of my project report but to give

an experience of being an employee and learning the in and out of the functions of a brand service

executive.

Attending brainstorming meetings with the whole working team, contributing in idea generation,

making presentation for the clients, learning the importance of competitor analysis, briefing the

art team, checking the ads before final artwork, organizing and attending marketing campaigns,

going out in the market for research on consumer behavior towards various products etc. have been

hands-on learning regarding the practical aspects of advertising world. Though my concentration

was more on client servicing, because of the broader aspect of the project, yet almost all types of

work, procedures etc. have been studied and learnt by me, which has given me a good insight about

the communication process.

In a company like Triton, As a part of client servicing team, you are responsible for overall quality

of communication tool that you provide to your client. A copy-writer can be held responsible for

the copy of ad, an art person can be blamed for the bad layout or design, but a client service person

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is responsible for the overall advertisement. So it comes as a job full of responsibilities. Hence

emphasis is laid on discipline, systematic working and minute observations.

Finally I would like to conclude my report by saying that the overall experience in working with

Triton Communications has been remarkable. Leaving the comfortable niche of the college life

and moving towards the harsher side of the world, so as it is known, the corporate life was one

thing I hated at the onset of the training. But the environment has been very friendly and all the

people, however senior, have been very supportive and outgoing. Two months in this organization

and they have given me a comfortable and lovable niche at the not so harsh corporate. Right from

corporate exposure to learning the minutes of ad making and strategy devising process, my Journey

of the Advertising Market has been outstanding.

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RECOMMENDATIONS

The first and foremost thing I would like to recommend is that the company has an active website

is not working. Ad agencies are into the business of communication and websites are an important

mode of communication. Not having a website creates a negative impression. For this purpose, a

client service executive and I have developed a mock website for recommendation

The company does not lay a lot of importance on the research work. Market research is very

important for understanding the consumer preferences. Yet the work load of the core ad making

keeps the employees too busy and not a lot of emphasis is given to market research and analysis.

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APPENDIX

Survey Questionnaire of Business Today Magazine

Name - Age - Profession -

1. Name five sources of information you use for business information?

2. Which are the top five business magazines of India?

3. Do you find Business magazines useful?

4. Which Business magazines do you read currently? Why?

5. How do you think an ideal Business magazine should be?

6. How do you rate Business Today on scale of 1-5? (1 for bad , 5 for Good)

7. What do you think will make it the most desired Business magazine?

Thank You

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SURVEY QUESTIONNAIRE OF Wagh Bakri Tea Bags

Name: Occupation:

Gender: Age:

Monthly income: Location:

Do you use tea bags?

Yes

No

Which brand of tea / tea bags do you use?

_____________________________________________________________________________________

Why do you use the specific brand?

_____________________________________________________________________________________

Are you aware of any other brands?

_____________________________________________________________________________________

Can you enlist the advertisement of any 3 brands?

Are you aware of the following tea bags brands?

Tata Tetley: Yes No

Taj Mahal: Yes No

Twinings: Yes No

How did you come to know about these brands?

Advertisement Promotions Shopkeeper Friends and

Family

Tata Tetley:

Taj Mahal:

Twinings:

What brands will a tea bag consumer use in the following category?

Car:

Watch:

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Mobile:

Apparels:

Which celebrity represents the following tea bag brands?

Brand \Celebrity

Tata Tetley tea bags

Taj Mahal tea bags

Twinings tea bags

Lipton tea bags

Typhoo tea bags

Brewing tea bags

Darjeeling tea bags

Chai tea bags

Society tea bags

Gtee tea bags

Wagh Bakri tea bags

Unbranded tea bags

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REFERENCE

Triton Intranet

www.exchange4media.com

www.abjewels.com

www.tanishq.co.in

www.tbztheoriginal.com

www.gitanjaligroup.com