abhishek sip

Download Abhishek SIP

If you can't read please download the document

Post on 16-Nov-2014

953 views

Category:

Documents

3 download

Embed Size (px)

DESCRIPTION

Report on Media planning of High End products

TRANSCRIPT

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 MR. AVNISH SINGH (ASST. VICE PRECIDENT-MKTG)

SUBMITTED BY ABHISHEK SINGH (2008-2010)

Institute of Productivity & Management

Meerut

2

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 Singh Asst. Vice President (Mktg.)

3

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

4

DECLARATIONI 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

5

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

6

Table of ContentsACKNOWLEDGEMENT....................................................................................................6 Table of Contents..................................................................................................................7 EXECUTIVE SUMMARY..................................................................................................8 INTRODUCTION................................................................................................................9 Company Profile.............................................................................................................11 Objectives:..........................................................................................................................14 RESEARCH METHODOLOGY.......................................................................................15 BRANDS SELECTED FOR THE PROJECT....................................................................17 Luxor Parker.......................................................................................................................27 DATABASE COLLECTED...............................................................................................28 DATA ANALYSIS ON THE BASIS OF CATEGORY....................................................42 FINDINGS..........................................................................................................................51 SUGGESTION...................................................................................................................52 .......................................................................................................................................52 LIMITATIONS...................................................................................................................53 CONCLUSION...................................................................................................................54 ABBERIVIATIONS ..........................................................................................................55 BIBLIOGRAPHY...............................................................................................................56 WEBLIOGRAPHY............................................................................................................57 QUESTIONNAIRE............................................................................................................58

7

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 papers 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 highend 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.

8

INTRODUCTION MediaMedia 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.

9

NEWSPAPERSWith 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 audiences 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 i