branding and marketing

A PROJECT REPORT ONBRANDING AND MARKETING OF A NEWLY LAUNCHED SERVICEFOREGGFIRST INDIA ADVERTISING AND DESIGN PVT. LTDBYMILIND PRAKASH BARVE

UNDER THE GUIDANCE OFDR. SHAILESH KASANDE

SUBMITTED TOUNIVERSITY OF PUNEIN PARTIAL FULFILLEMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINSS ADMINISTRATION (MBA)THROUGHVISHWAKARMA INSTITUTE OFMANAGEMENT PUNE-48.2009-2011

ACKNOWLEDGEMENT

Any accomplished work is not possible without the help of others and this work is not different. Many people helped me to complete my training and prepare its training report successfully. I am thankful to all of them.

First of all I am very grateful and thankful to EGGFIRST INDIA ADVERTISING AND DESIGN PVT. LTD.who allowed me to undergo training in their company.

I am very thankful to my project guide Mr. Ashish Banka (Vice President) under whose guidance I completed my project successfully and without whose help it would have been very difficult for me to complete the project. I would like to extend my heart full gratitude to Mr. Abhishek Mehta (Sr. Business Development Officer) whose cooperation and contribution was truly unparallel. Furthermore I would like to acknowledge the efforts made by all the people at EGGFIRST INDIA ADVERTISING AND DESIGN PVT. LTD. to complete this project successfully.

I also take the opportunity to thank our Director and Internal guide Dr. ShaileshKasande for his valuable advice, suggestions and guidance. This project would have never been possible without his guidance and timely help of my project guide for which I would be indebted to him. I would also like to thank all faculty members of Vishwakarma Institute of Management for their advice and guidance.

I would also like to thank all the respondents who gave some of their valuable time to me.Finally I would like to thank my family members and my friends for their valuable inputs.

Thanks AllMilind Barve

BRACTsVISHWAKARMA INSTITUTE OF MANAGEMENT(Approved by AICTE, New Delhi and Affiliated to University of Pune)S. No. 3 & 4, KondhwaBk, Pune 411 048, Ph 26932800/ 26932900, Fax : 26932700 Mail : [email protected], www.vim.ac.in

Summer Project Completion Certificate

This is to Certify that Mr. Milind Prakash Barveof VIM has completed the Summer project titled Branding and Marketing of a Newly launched Service to my satisfaction and as per the requirements of the two year full time MBA program of the University of Pune.

Project GuideDirector

Date:

List of Abbreviations:

BBN Business branding networkTG-Target groupUSP-Unique selling propositionTVC-television commercialsAV- Audio VisualsBTL-Below the line advertisingB2B Business to businessCSR Corporate Social ResponsibilitySEO Search Engine OptimizationSEM - Search Engine MarketingPOP Point of PurchaseSMS Short messaging serviceCEO Chief executive OfficerCRM Customer relationship managementROI Return on Investment

List of Tables:Sr. No.TitlePage No.

1Acceptance within the organisation22

2Naming of the service23

3Features if the service24

4Promotion of the service25

5Target audience of the service26

6Free trial of the service27

7Pricing strategy for the service28

8Website ownership29

9Knowledge about Eggfirst Advertising and Design Pvt. Ltd.30

10Interaction with customers through website31

11Knowledge about Mangopops32

12Knowledge about exact functionality of Mangopops33

13Competitors of Mangopops34

14Experience of free trial of Mangopops35

15Awareness about features of Mangopops36

16Satisfaction about the facilities provided by Mangopops37

17Satisfaction about the pricing adopted for Mangopops38

List of Figures:Sr. No.TitlePage No.

1Logo of Mangopops13

2E-Mailers for Mangopops13

3Slides of Presentation for Mangopops14

4Website Homepage15

5Website Pricing page16

6Visiting Cards16

INDEXSr No.TopicPage No.

1.Executive Summary

1

2.Company Profile

3

3.Objective of the study

9

4.Mangopops Overview

10

5.Research Methodology

16

6.Data Analysis and Interpretation

22

7.Findings

39

8.Suggestions and Conclusions

40

9.Limitations

42

10.Bibliography

43

11.Annexure

44

EXECUTIVE SUMMARY

Marketing is very interactive and interesting subject. With the growing competition in the market and globalization coming into role it has become essential for any company to keep in touch with the recent technology. For any new service to survive in a market it is very essential to stick to new technology, price and aftersales service.I got an opportunity to work with Eggfirst Advertising and Design Pvt. Ltd. which is an Advertising agency in Mumbai. It is a full service ad-agency which ventures into all aspects of marketing a product (or service).The project allowed me to view the practical aspects of all the management theories that I studied in the institute. It allowed me to view a completely different perspective of the management subjectsI was given the task of working on an in-house service that the agency was planning to launch in the near future. The service was named Mangopops and dealt with the web based application which provides additional features for a company which inculcates the service in its website.The main objective of this project was to develop a brand image of the service and to market (sell) the product in the potential customers. Also the needs of the potential customers were being considered before hand and appropriate changes were being made to the service so as to suit the service for its end customers. Also the advertising of the service so as to create awareness amongst the public was a major task at hand. The website of the product played a major part in this and was very effective in creating awareness.The data collected during the project was both primary and secondary in nature. The primary data was collected by direct interaction with the previous customer base of the agency and also by observation. The secondary data was collected from sources like the internet, reference books, company magazines etc. data was also collected with the help of a questionnaire and personal interviews.A questionnaire was designed so as to analyse the awareness of the service and to know the requirements of the target customers from the service. The data collected from the questionnaires was used constructively to inculcate changes in the service and reach the target customers effectively.Also to increase awareness amongst the public design of e-mailers, pamphlets, website, information-booklets, presentations, etc were undertaken and implemented with the consent of all the departments involved in the process.Various promotional techniques such as personal selling, direct marketing, advertisement, free trials and discounts were used so as to attract the customers and get in revenues by effecting sales.Concluding, I would like to say that the project was meant to brand and market Mangopops and various methods were tried and tested to do exactly that. The internship was an insight into the real marketing world and helped me understand the concepts of marketing in real sense.

COMPANY PROFILE

Introduction:

Dherokapdedhoyeaurzyaadachale...Thats Eggfirst BBN India. The Indian arm ofBBN International, Eggfirst is just the right-sized advertising agency that delivers creative solutions for various business challenges. With a deep-rooted belief of cutting wastages, not corners.Based out of Mumbai, India, Eggfirst is the twelfth-hour specialist for marketing and advertising solutions across various industries. A partner in creating brands that people love, remember and buy. Motivated by a culture that pushes totry harder; working as if its their only shot at glory. At the core of it all lies our servicing ethos - if you were a lantern, we would be the oil; if you were a pajama, wed be the string.

Vision:

To be a genuinely honest good service provider organization To become the first choice for intelligent marketing communication design work Fill it shut it forget it levels of service

Our Philosophy

We try harder. Rings a bell? The year was 1962 when Avis launched an honest and now legendary marketing campaign - We try harder in response to market leader Hertzs number one position.At Eggfirst BBN India, we share similar sentiments. And to achieve that, we work that extra hard. We put in that extra effort. We stretch that extra mile. And it all directly translates into superlative work for you. We follow the old fashioned mantra - your success is our glory.We stay firmly on the ground, sometimes going underneath it, to understand what will help you sell better. We bring to you a perspective that is practical, genuine and on the mark. The USP of your product, the psyche & demographics of your TG and the competitors strategy are just some of the most integral things we consider while brainstorming on your big ideaThe Bigger Picture:

BBN International - the Business Branding Network is a federation of independent advertising agencies. Present in Europe, North & South America as well as in Asia, BBN International brings together 26 agencies from 32 locations and more than 1,500 communication specialists. Every individual BBN agency places at the disposal of its international clients a global mind-set on each brand, and provides a strategic, creative and logistic support adapted to each separate country.We provide:

It all starts with providing a strategic direction for your objectives.

Strategy Planning: Putting years of experience and expertise to use, we formulate a unique, insightful strategy to successfully achieve your marketing objectives.

Market Research: We back our experience and knowledge by intensive and incisive research. Thoroughly analyzing the market conditions, current trends, case studies, competition and opportunities... all to arrive at a winning strategy.

Brand Building and Corporate Identity: A distinct brand identity that stands out from the crowd in a meaningful way.

Campaign: Integrated messaging across media.

Print: Strategically aligned and creatively driven ads - newspaper, magazine and other print media.One of the oldest media, Print has been powering brands for decades. Print medium has stood the test of time, holding its own against the advent of media like radio, television and, recently, the internet that have threatened to topple its popularity. Print advertising has an enabling power to make memorable brands. Or break them, if not used wisely. AV/ Multimedia: TVCs as well as audio-visual representation (linear or non-linear) for corporate presentations, product presentations, launch presentations, demo presentations, etc.

Radio: Innovative, meaningful and effective radio jingles to communicate your message.

Outdoor: Traditional outdoor collateral like hoardings, banners and bus-panels as well as BTL collateral such as wall paintings and shop-signages.

Events, Exhibitions and Promotions: Event, Exhibition and Promotion specific campaigns that include theme ideation, pre-invitation mailers, stall backdrop design, event collateral design, AV presentation, post-event mailers and gift ideas.

Internal Communication: Campaign ideation and execution for internally spreading specific messages like Customer Sensitivity, Employee/ Customer Feedback, Training/ Induction, CSR, IT Awareness, Voice of Employee, Employee Motivation etc.

Sales and Marketing Collateral: Newsletters, brochures, presentations, white papers, case studies, data sheets, POP collateral, posters, etc

Web: Interactive website using various technology platforms, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to drive traffic, and online campaigns (banners, emailers, newsletters etc.) including pay-per-lead email campaigns.

Direct Marketing: Communicating on a one-on-one basis with your target audience through direct mailers, SMS campaign, telemarketing and other traditional as well as innovative direct marketing tools.

The final frontier: Connecting with your target audience in the most effective way.

Each brand is unique. So how why should the medium be common? Long back, a farmer in England, who used to rent out his cows to companies, came up with a unique and an extremely effective marketing strategy. He sprayed company logos on the cows. This helped the companies get recognition and visibility; increasing their brand equity.

Media Planning: Planning a mix of media, a judicious blend of traditional and innovative, in a way that it helps you break-through-the-clutter and reach out to your target audience effectively.

Media Buying: Capabilities to buy media that best suits the strategy. Moreover, ensuring that non-availability is never an obstacle in your path.

In a nutshell:

Coming to Eggfirst BBN India with a marketing problem is like going to a restaurant when you're really hungry. There's everything you care for (End-to-end advertising solutions). We offer a seven course meal (Research, Branding strategy, Creative strategy, Creative rendition, Media planning, Media buying, Launch). With the flavouring of your choice (Creative, direct, humorous, emotional...).Every item on the platter gets our special attention - right from the time of handpicking the raw materials till the time we lay it out for you.

First Course: Research Second Course: Branding strategyThird Course: Creative strategyFourth Course: Creative renditionFifth Course: Media planningSixth Course: Media buyingSeventh Course: Launch

Our Structure:

The functions of each department can be explained in brief as follows: Account Management Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to acquire clients. Once the client has agreed to work with the agency, the account manager works closely with the client to develop an advertising strategy. For very large clients, such as large consumer products companies, an advertising agency may assign an account manager to work full-time with only one client and, possibly, with only one of the clients product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts.

Creative Team The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. For large accounts one task account managers routinely delegate involves generating ideas, designing concepts and creating the final advertisement, which generally becomes the responsibility of the agencys creative team. An agencys creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more. Researchers Full-service advertising agencies employ market researchers who assess a clients market situation, including understanding customers and competitors, and also are used to test creative ideas. For instance, in the early stages of an advertising campaign researchers may run focus group sessions with selected members of the clients target market in order to get their reaction to several advertising concepts. Researchers are also used following the completion of an advertising campaign to measure whether the campaign reached its objectives.

Media Planners Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands, has its own unique methods for accepting advertisements, such as different advertising cost structures (i.e., what it costs marketers to place an ad), different requirements for accepting ad designs (e.g., size of ad), different ways placements can be purchased (e.g., direct contact with media or through third-party seller), and different time schedules (i.e., when ad will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.

Quick facts:

Founded in 198726 agency members from 32 locationsMore than 1,500 brand and communication specialists$568 million of gross billings and $85.2 million in revenuesTwo delivery centres in IndiaServing a mix of clients - from Fortune 500s to SMEs to start-ups

OBJECTIVE OF STUDY

Conducting a study only to present report does not sound justifiable, there has to be some noble objectives to it. This objective in every case is to gain full understanding of the problem under study and make relevant comment upon them.The main objective behind this study was to create consumer awareness towards the existing services (Offered by Eggfirst) as well as new services (Mangopops

This project has primary and some secondary objectives which are mentioned below:

Primary Objectives: Develop and test the service Mangopops Create Brand awareness in the target customers regarding Mangopops To generate sales for Mangopops

Secondary Objectives: Development of promotional materials To meet prospective clients To make changes in the service as and when required

MANGOPOPS OVERVIEW

The work I did at Eggfirst mainly dealt with a very new and innovative service that the agency was developing. The service is known as MANGOPOPS and is a fairly new concept in terms of market exposure.Mangopops is basically a service in digital aspect as it deals with the website of an organization.Explaining Mangopops in brief, it is a chatsoftware that the company (i.e.Eggfirst) installs on the website of the client and then provides a agent who solves the queries and helps the visitors who visit the website of the client by providing them the required information.MangoPops is a unique service that provides live assistance to visitors on the clients website through a simple live-chat mechanism. What that means is the clients can now:1. Engage the visitor by attending to him in real-time and instantly generate leads.2. Provide the feeling of a warm welcome to site visitors.The lead-generation power of a websiteis often underestimated. A large number of visitors to the website are actually prospectsseeking information to evaluate the product/service. Real-time assistance can do wonders in helping convert visitors into leads.The Features of Mangopops can be given as:

Live Online SupportA professionally trained person will engage in real-time with visitors on clients website through a unique live chat. Visitor AnalyticsThe clients get detailed reports about visitor's physical location as well as reports about his visit on their website - the pages visited, the amount of time spent on the website, etc. Report GenerationThe clients receive chat transcripts and other analytics as per their preference - real-time or weekly. CustomizationThe client has the complete freedom to design their own chat window that goes with the look and feel of the website.

The Benefits of Mangopops can be given as:

Generate LeadsThis unique service helps convert prospective site visitors into customers by offering personalized attention and providing real-time assistance through the live chat. Provide a Warm Visitor ExperienceProviding live customer support gives the visitor a warm welcoming experience, enabling him to build confidence in the clients company and help it gain trust of the visitor. Make The Website 'Live'Inactive websites often leave a bad impression on a visitor. Instant support from an online support executive helps take care of this issue. Reduce Website AbandonmentBy providing visitors live help, the number of people leaving the website halfway through reduces dramatically. Understand VisitorsReview feedbacks and queries to create intelligent reports of customer requirements. Extremely Cost EffectiveIt's like having full time customer support executives working at a bare minimum cost! Moreover, as sales and revenue from the website increase, reduction of point of sale costs results in higher profitability. Business IntelligenceThe clientget detailed reports of all transcripts of every interaction. This can be easily integrated into sales management or CRM systems. High ROIBy generating more sales and providing better support, experience a higher Return on Investment (ROI).

In a Nutshell: Mangopops deploys live agents who chat real-time with visitors to the client website. Mangopops track the pages visitors have visited. Track the physical location of the visitors. Gives the client an analysis of the visits - the amount of time spent, the pages visited, etc.

The Mangopops service can be divided into two parts as follows: Software Human resourceThe software part was outsourced to a private firm which made the necessary changes to the software as per our requirements.For the Human resources (i.e. the agents who are supposed to chat online with the visitors of the website) a rigorous selection process was carries out which included two rounds of interviews as well as a practical test.

The Branding of Mangopops needed to be done so as to establish a name for the service in the market. Hence various activities such as logo designing, e- mailers, direct mails, word of mouth publicity, website development, presentations, etc were developed with the help of the available in-house ad agency Eggfirst.

This helped the business development team to develop a brand image of Mangopops and link it with the service. This gave an authorized look to the entire marketing activity and was especially helpful in the selling aspect. The service had a complete different identity of itself separating it from Eggfirst which helped in developing a separate brand identity.

Few examples can be depicted herein as:

Logo

1

Fig: 1

E-Mailers

Fig: 2

Presentation:

Fig: 3

Website:

Fig: 4

Fig: 5 Visiting Cards:

Fig: 6

RESEARCH METHODOLOGY

Managers need information in order to introduce products and services that create value in the mind of the customer. But the perception of value is a subjective one, and what customers value this year may be quite different from what they value next year. As such, the attributes that create value cannot simply be deduced from common knowledge. Rather, data must be collected and analyzed. The goal of marketing research is to provide the facts and direction that managers need to make their more important marketing decisions. To maximize the benefit of marketing research, those who use it need to understand the research process and its limitations.

Definition: According to Bery A careful investigation or inquiry specially through searchfor new facts in any branch of knowledge. Redman and Mory defined research as Systematized effort to gain newKnowledge

Research Process:

Step 1: Understanding the organization. Understanding the scope of the project. Formulation of plans to address the study objectives. Studying service related details offered by Eggfirst & other competitors Secondary data from previous refernces.

Step 2: Designing of the sample from existing data base Collective preparation for interview & questionnaire. Preparing the data analysis plan including data base structure.

Step 3: Collection of data by conducting interviews and questionnaire (primary data)

Step 4: Area wise analysis & competitors mapping. Analysis based on target customer feedback. Analysis based on pricing.

Step 5: Suggesting guidelines for improvement. Presentation of findings.

The research was conducted in three phase. The various phases were as follows:

First Phase:The researcher scanned various journals, magazines, monthly report, brochure, internet and other secondary materials to gain insight in the company s operations. He also studied various textbooks to achieve a thorough understanding of the concepts related with market research.The researcher also collected information from the staff of marketing department on various issues concerning the project and other relevant information.Second Phase:The researcher collecting all pertaining data of the existing and potential buyers of the company.

Judgment Sampling: The customers were ranging from bulk to medium as also were casual and consonant, scattered over a large area. Judgment sampling was made in co-ordination with marketing team, so as to cover all major potential buyers.Data collection:It is one of the most important aspects of marketing research and study. The method used by the researcher for data Collection was a combination of questionnaire and personal interviewing methods i.e. a structured questionnaire was carefully prepared and to have larger and better response, personal and telephonic interview method was adopted. The questionnaire consisted of wide range of questions to cover all information regarding the end use of the service, type of service, cost considerations, etc.Data analysis: The collected data has been analyzed in order to get pertinent information from the data. It has been done in the following steps:1. Compilation and grouping of the data.2. Editing of the data for ensuring the errors and omission in the data collection process.Tabulation: Charts were made, to draw meaningful inferences from the data collected in the questionnaire.

Final Phase:The researcher compiled the data collected in a systematic manner and analyzed it. The researcher interpreted certain facts on the basis of the analysis, which he has presented in the reports. The research is descriptive as well as analytical in nature. The findings were then presented to the company in the form of a report to help them brand and market their service.

The entire project was carried out for 2 months.

Information Collection:Data includes facts and figures, which are required to be collected to achieve theobjective of the project.

The information needed to be collect can be classified into following two types-Primary Data:The data that is collected at hand and for the first time or to particularly fulfillthe objective of the project and happen to be original in nature is known as thePrimary data.The primary data were collected through, project Managers, site managers, etc. and managers of and site managers and survey was conducted through interview, observation, and questionnaire prepared for them.Secondary Data:Secondary Data Secondary data are that type of data, which are already collected, available, analyzed, or assembled by someone else. And need not to collected from outside. These types of data were: Company profile Product profile Competitor knowledgeThe aforesaid data were collected through Internet and companys financialreports, newspapers, and interior products magazines.

Data Collection Method:For given project, the primary data was more significant. This type of information gathered through survey technique, which is the most popular and effective technique for correct data collection. The survey was completed with the use of questionnaires and observations. There was questionnaire for survey of Project Managers, IT Managers, etc. Dealers and retailers as the elements of channel of distribution are the most significant for the success of a building material product; they were taken under consideration as the samples for the survey. The questionnaire is present further in the annexure.

Sampling:Sample is the small group taken under consideration from the total group. The small group represents the total group, in the project the market segment, which was ask to be studied was B2B market but there was a limitation of the project to approach all the Project Managers, IT Managers, etc. of the city. Calculation of sample size is based on Judgment sampling technique for the project & contact method is direct survey. SampleSpace:Potential B2B Market in Mumbairegion Samples: For ExternalevaluationMarketing Managers, Web site Developmentteam,etcFor Internal EvaluationOffice employees Sampling Technique:Judgment Sampling Sample Size: 20 Marketing Managers, Web site Development team, etc 20 Employees Contact method: Direct Survey

Research Instrument:I used questionnaire as research instrument to collect the requisite information for the research. Questionnaire method was chosen because of its versatility.Almost every market problems involves people. Therefore ideas relative to people and its solution can be obtained by asking them about their problems.This type has the advantage that the respondents do not know exactly what is being measured and hence are not biased their answer to some extent. My research design made it necessary for me to collect accurate data to achieve useful result. For this reason I have decided to use primary source of data as well as secondary data

Designing of Questionnaire:Questionnaires are designed according to project requirement and company need. But my main objective was to create the awareness of the companys product and to generate the leads for the company, so that questionnaire was designed according to gather data and find out the prospective corporate and SMEs.Contact Method:Personal as well as telephonic interview methods were used. Personal Interview: A person known as interviewer asks question in face to face contact to the other person. Telephonic Interview: This method of collecting information consists in contacting respondents on telephone itself.

The chief merits of such a system are It is more flexible than other methods. It is faster than other methods. It is cheaper than personal interview. Recall is easy. There is higher rate of response.

Tools used for Data Analysis:The next stage is that of data analysis. It is important to understand that raw data has no usage in marketing research. Hence appropriate analytical tools must be used. The most elementary is the arithmetic analysis using percentile and ratios. The information available is analyzed in the form of pie charts.

ANALYSIS And INTERPRETATION

Internal Evaluation:

Q1. Do you think we should go ahead with the development of this service?

ResponseNumber of respondentsPercentage

Yes1890

No210

Table: 1

Interpretation: Most of the people in the organisation supported the decision for the launching of the service. This was very important as majority of the employees supported the decision, hence there was a lot of enthusiasm and lot of efforts were put in for the development, branding and marketing of the service.

Q2. Is the name Mangopops suitable?


Mangopops1365

Popping Egg210

Chat-a-holic210

Popfirst315

Table: 2

Interpretation:The naming of the service gave an impetus to the developing as well as the creative team, as majority of the creatives (i.e. website, pamphlets, presentations, e-mailers, etc.) that were to be developed involved the use of the name of the service. The name gave a definite direction to the teams and hence was a factor in adding up to the enthusiasm of the teams.

Q3. What features should we provide?

ResponseNumber of respondents

Good Software16

Fast Connectivity12

Report Generation7

Customization6

Location Analysis6

Pages Visited3

Table: 3

Interpretation:The above question was introduced as a part of brainstorming for the features to be added to the service. This opened up several options in front of the developing team and also was useful in branding of Mangopops as everyone gave a reason for the choice of their features and hence the aspects that were being taken into consideration during the adoption of service were focused.

Q4. How should we promote Mangopops?


Website17

E-Mailers15

Previous clients12

Face to Face Interactions7

Pamphlets5

Catalogues3

Table: 4

Interpretation:This again was a part of the brainstorming process used by the company to generate ideas used for the promotion of Mangopops amongst the target audience. This allowed the business development team to set up directions and to make plans for acting up on the set plans. Also this allowed the creative team to make creatives according to the suggested and accepted methods.

Q5. What kind of Industries should we target to sell this service?


Logistics16

Hotels18

Tourism18

Export Houses7

Table: 5

Interpretation:The data collected using this question was useful from the business development aspect. The opinions of all the employees were taken into consideration and then submitted to the account planning department who conducted further researches and came up with the target class of customers. This allowed the business development team to focus on the selected areas and hence customize the service accordingly.

Q6. Should we give a free trial version for this service?


Yes1575

No525

Table: 6

Interpretation:The consideration of all the departments within the organization was taken into view before conducting a promotional free trial of the service. This was essential to consider that all the departments agree to provide a free trial and the output level from all the departments is equally good as in original service. Also the cost aspect was considered and the eventual outcome was majority of the respondents agreed upon providing the free trial.

Q7. What kind of pricing strategy should be adopted?


Monthly315

Quarterly15

Yearly00

All1680

Table: 7

Interpretation: This was taken in consideration with the potential customers point of view. The pricing was considered as it is a very essential element of the selling process. Various options were considered according to the time level basis. Majority of the respondents voted for inclusion of all the options as it gave a choice for the target customers. Hence all the options were included in the eventual process.

External Evaluation:Q1. Does your company own a website?


Yes1890

No210

Table: 8

Interpretation: The data collected from this question was used to analyze the potential target customers within a given region. The sample size was selected from a variety of industrial fields and hence this analysis allowed the company to know the potential market within the target industries.

Q2. Have you heard about Eggfirst Advertising and Design Pvt. Ltd.?


Yes1260

No840

Table: 9

Interpretation: This allowed the firm to know its popularity in the target set of customers. This was also used to know the effect of launching the new service under the brand name of Eggfirst. The response amongst majority of respondents was positive, hence linking Mangopops with Eggfirst was considered as a positive option in terms of marketing. Also the sources of knowing Eggfirst were asked and this allowed the base firm (i.e. Eggfirst) to know its own position in the market. The results of all the promotional strategies used by Eggfirst were also verified by using this question.Q3. Does your company have any facilities to interact with your customers online (through website)?ResponseNumber of respondentsPercentage

Chat Service15

Feedback Forms315

Callback Facility15

Automated Mail Reply210

None1365

Table: 10

Interpretation:The analysis of this data was used to know the competition from various options available to the companies to interact with the online customers. This also gave an option to know the approach of companies to support online customers. Hence the marketing of Mangopops was done on the aspects the company had neglected. Also the analysis revealed that majority of the companies did nothing for online help of customers which led to the reference that a large market share was untapped and hence selling of the service was easily possible.

Q4. Have you heard of the new service launched by Eggfirst named MANGOPOPS?


Yes1470

No630

Table: 11

Interpretation:This data allowed the company to know the awareness level of the service amongst potential consumers. The data indicated that merely a few respondents knew about the service and that the promotional strategies adopted by the firm for the service was not entirely effective. This also led to the interpretation that the company either needs to adopt a more aggressive and effective marketing strategy or needs to focus on the current aspects heavily.

Q5. Do you know what exactly Mangopops does?


Yes1575

No525

Table: 12

Interpretation:This data allowed the awareness about the functionality of the service and in what sense the marketing was effective in its message to let know the potential customers about the utility of the service. Also this led to a common suggestion within the marketing team that more focus has to be given on the What it Does aspect of the service.

Q6. Do you know any other company that provides chat services like Mangopops?


Yes1995

No15

Table: 13

Interpretation: This data allowed the awareness of direct competition in the market and the customer group who is under the competitions market share. The data revealed that majority of the market was unaware about such a service and that the awareness of competitors was minimal and that if necessary positioning of the service and appropriate promotion was done the service would generate huge revenues through sales.

Q7. Have you tried the free trial provided by Mangopops?


Yes1575

No525

Table: 14

Interpretation:The customer base that was aware about the availability of Mangopops, in majority had tried its trial version and were pretty happy with the facilities it provided. This was important to develop the confidence within the business development team and hence gave a boost to the overall moral of the team.

Q8. Which of the following facilities are you aware of provided by Mangopops?


Real Time Chat5

Customization1

Report Generation2

Visitor Location2

Off- Site Agent Deployment1

Table: 15

Interpretation:This data gave an outlook into the user known facilities and hence more focus was given to those areas which were more unknown to users. Features like Offsite agent deployment, Customization were given more focus during presentations to clients so as to let them know about these facilities.

Q9. Are you satisfied by the facilities provided by Mangopops?


Yes1680

No420

Table: 16

Interpretation:Of the 5 respondents who said they have used Mangopops (trial) most of them were satisfied with the facility provided by our team. The common response noted by observation method was that the connection needs to be a bit more quick so that the visitor visiting the site does not loose interest.

Q10. Are you happy with the pricing adopted by Mangopops?


Yes1260

No840

Table: 17

Interpretation:The data collected in this case gave an insight into the customer view regarding one of the most crucial ps of marketing mix, Price. Majority of the customers wanted a reduction in the price of the service hence the business development team needed to adopt a more competitive pricing strategy keeping in mind the view point of the customer as well as their own needs.

FINDINGS

Eggfirst Advertising has developed a brand name amongst the industry for its timely, efficient and creative services.

Majority of the potential clients are unaware of Mangopops.

The service facilities provided by Mangopops are up to the mark.

Promotion is carried out on a very low scale.

Majority of the customers are unhappy about the pricing policy of Mangopops.

Current Eggfirst clients are more willing to try out Mangopops.

Promotional strategy although on a low scale is effective to convince the customers.

Presentations and demo is the best form of communication for Mangopops to the potential customers.

There is high level of involvement of employees within Eggfirst about the Development, Branding and Marketing of Mangopops.

Most of the target customers are unaware about the existence of service facilities like Mangopops.

Industries which get majority of the their clients through websites like Export houses, Logistics, etc are more interested in Mangopops than the rest of the industries.

SUGGESTIONS And CONCLUSIONS

Suggestions:

Based on the work I did and the observations and findings of the research carried out while the development of the service Mangopops, I came across certain aspects wherein the company can be benefited if they focus on the following aspects regarding Mangopops:

The testing of the service should be carried out for prolonged time duration and should be carried out on the Eggfirst website.

The time lag in the service is very annoying for the end user and hence some technical solution for the problem should be found out.

The pricing of the service is a major hindrance in selling the service to the potential customers, hence a promotional scheme (at least in the introduction stage of the service) should be undertaken like offering some price discounts so as to boost up the sales and cover any losses occurring in the initial stages of development and testing.

Previous references (i.e. clients of Eggfirst) should be given some special feature like extra facilities or free increased trial period so as to let them know of the service and increase awareness amongst target customers.

As there is very little competition in the market regarding this kind of services, the business development team should reach out to more and more number of target clients and let them know about the service.

Also a mega launch of the service can help as all the target customers will be present at the same time and hence awareness levels will increase eventually resulting in more number of sales.

The approach of the business development team regarding the selling of the service has been hap hazardous and a proper systemized approach regarding selection of the industries should be considered.

More focus should be given on the industries who get their majority of the businesses from their website, because these are the clients who get easily convinced and are willing to shell out the demanded amount without much of bargaining.

The marketing team must make more efforts to link the service with Eggfirst advertising as Eggfirst is a well-versed name in the industry and majority of the client base have trust on the services and facilities they provide.

Conclusion:Launching a new product or service is a costly, complicated and multi-faceted challenge that can turn into a monumental success or an embarrassing failure.

The project was carried out on the basis of objectives set and with the help of the research carried out. The projects gave me an insight into the actual theories of management and helped me view their prospective in real life.

Concluding, I would like to say that the service Mangopops was launched successfully and appropriate strategies were designed and applied to promote Mangopops. Also a thorough testing of the service was done and accordingly appropriate changes were made to suit the needs of the end user.

Certain aspects like the development of website, e-mailers, presentations, visiting cards, brochures, etc helped in the promotion of the service and build up a brand name for itself.

Also the research carried out helped in understanding of the mindset of the employees as well as the target set of customers. The findings from the research were used to improve the service and help in the development of the service.

LIMITATIONS

In market research study, the collection of correct data and other relevant materials are required but the data collection depends upon the researchers and the respondents to that data. Hence it is imperative that some drawbacks and limitations are bound to exist in the study. These limitations are,

Improper knowledge:In some cases I have observed that after asking questions to concerned person, he gives wrong answers to questions and says that he doesnt know.

Non co-operative Respondents:Sometimes it happens that even after taking prior appointment they refuse to meet due to work overload, lack of time or any other reason. In some cases it happens that respondent denies giving information and may also give purposefully wrong information.

Human Factors:Sometimes it also happens that researchers ask something and the respondents perceive something else. This happens due to human limitation like behavior, attitude and perception.

Area of Limitation:This study was limited to Mumbai area, but the findings may differ from the other parts of India where I have not visited.

BIBLIOGRAPHY

Books: Marketing Management, by Philip Kotler, the Millennium Edition, Prentice Hall Publication

Research Methodology by C.R Kothari

Services marketing and managementby Audrey Gilmore

Advertising Management text and cases by U.C Mathur

Reference journals provided by the company

Websites: www.afaqs.com www.eggfirst.com www.mangopops.com Intranet within the organization

ANNEXURE

Questionnaire:Questionnaire for internal evaluation (within the company, used during development of service before the launch for deciding on the branding aspect)

Name:_____________________________________________________________________Designation: __________________________________________________________Address: _____________________________________________________________Phone No.: ___________________________________________________________

Q1. Do you think we should go ahead with the development of this service?a) Yesb) NoIf No Specify: _________________________________________________________

Q2. Is the name Mangopops suitable?a) Yesb) NoIf not suggest any alternative Name(s):_____________________________________________________________

Q3. What features should we provide?_______________________________________________________________________________________________________________________________________________________________________________________________________________

Q4. How should we promote Mangopops?_______________________________________________________________________________________________________________________________________________________________________________________________________________

Q5. What kind of Industries should we target to sell this service?_______________________________________________________________________________________________________________________________________________________________________________________________________________

Q6. Should we give a free trial version for this service?a) Yesb) No

Q7. What kind of pricing strategy should be adopted?a) Monthlyb) Quarterlyc) Yearlyd) All

Q8. Should the current Eggfirst clients be given any preference?a) Yesb) NoIf yes specify why: _____________________________________________________

Q9. How should we launch Mangopops?_______________________________________________________________________________________________________________________________________________________________________________________________________________

Remarks/Any suggestions:_______________________________________________________________________________________________________________________________________________________________________________________________________________

Questionnaire for External evaluation (i.e. outside the company. Used after the launch of product to focus on a particular method for marketing)

Name: _____________________________________________________________________Company Name: ______________________________________________________Designation: _________________________________________________________Industry Type: ________________________________________________________Address: _____________________________________________________________Phone No.: ___________________________________________________________

Q1. Does your company own a website?a) Yesb) No

Q2. Have you heard about Eggfirst Advertising and Design Pvt. Ltd.? If yes then from what source?a) Yesb) No Business Reference Personal Reference Presentations Website Any other (specify) _______________________________________________

Q3. Does your company have any facilities to interact with your customers online? If yes specify?a) Yesb) No Chat service Feedback forms Callback facility Automatic mail reply Any other (specify) _______________________________________________

Q4. Have you heard of the new service launched by Eggfirst named MANGOPOPS? If yes then specify from which source?a) Yesb) No Website E-mailers Mails Personal references Business references Any other (specify) ______________________________________________

Q5. Do you know what exactly Mangopops does?a) Yesb) No

Q6. Do you know any other company that provides chat services like Mangopops? If yes specify?a) Yesb) NoFor yes: ______________________________________________________________

Q7. Have you tried the free trial provided by Mangopops?a) Yesb) No

Q8. Which of the following facilities are you aware of provided by Mangopops? Real time chat Provides off site agent deployment Tracks visitors location (both physical and online) Report generation for clients Customization

Q9. Are you satisfied by the facilities provided by Mangopops? If No then specify the add-on requirements.a) Yesb) NoFor No: ______________________________________________________________

Q10. Are you happy with the pricing adopted by Mangopops? If no then specifya) Yesb) NoFor No: ______________________________________________________________

Remarks/Any suggestions:____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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