TABLE OF CONTENTS

CHAPTER-1; introduction. 1-18 Introduction to marketing. 1 Market... 1 Classification of markets 2

Marketing2 Meaning of marketing.3 Definition of marketing...3 Objectives of marketing...4 The four ps of marketing mix.4 Meaning of advertising6 Definition of advertising..7 Types of advertising.7 Advantages and disadvantages of different forms of advertising....8 Introduction to brand icons in Indian market..10 CHAPTER- 2; Research Design Introduction to Research Design Title of the study. Statement of the study. Objectives of the study..

Sampling...23 Sampling size....25 Limitations of study..25 Chapter scheme.26 CHAPTER-3; Company profile27-41 Advertising industry..27 Indian advertising industry....30 Top five companies in different segments.32 CHAPTER -4; Data analysis in interpretation.42-81 CHAPTER -5; Summary of findings, suggestions and conclusion82-85 Summary of findings.82 Suggestions...83 Conclusion85 Annexure Questionnaire Bibliography

CHAPTER -1
INTRODUCTION

Marketing Marketing is a conventional and traditional way of doing business and is focused on production of goods and services, making them available at convenient locations and selling them to consumers at an affordable price. Marketing is the organizational function charged with defining customers targets and the best way to satisfy their needs and wants competitively and profitably. As consumers and business buyers face, there is an abundance of suppliers seeking to satisfy their every need, companies and non- for-profit organizations cannot survive today by simply doing a good job. Today many companies are moving beyond the marketing concept to the customer concept. Market The term market originated from the Latino word macaques having verb mercuric implying merchandise ware traffic or a place where business is conducted .For a layman, the word market stands for a place where goods and persons are physically present. For him market is the congregation of buyers and sellers to transact ideal. However, for us as the students of marketing, it means much more. In broader sense, its the whole of any region in which buyers and sellers are brought into contract with one another and by means of which the prices of the goods tend to be equalized easily and quickly.

Definition of market. According to professors Jayson marketing is defined as Markets means anybody of persons who are intimate business relations and carry on extensive transaction in any commodity According to Mr. .Pyle Market includes both place and region in which buyers and sellers are in free competition with one another. Professor H.E. Mitchell has said that in fact, the market must be thought of not as a geographical meeting place but as any getting together of buyers and sellers in person, by mail, telephone, and telegraph or any other means of communications. Classifications of markets. Market can be classified on different bases of which most common are: Marketing. Marketing is a very general term that refers to the commercial functions involved in transferring goods and services from the producer to the consumer. It is commonly associated with endeavors such as branding ,selling, and advertising ,but it also encompasses activities and processes related to production, product development, distribution ,and many other functions ,marketing is the process of discovering and translating the consumer wants into products and service specification and then in turn helping to make it possible for more consumers to enjoy and consume more of those products and services and satisfy their needs and wants.Furthermore,on a less tangible level, marketing facilitates the distribution of goods and services within a society ,particularly in free markets On the basis of area. On the basis of time. On the basis of transactions. On the basis of regulation. On the basis of volume and goods. On the basis of nature of competition. On the basis of demand and supply.

.Evidence of the pivotal role that marketing plays in free markets is the vast amount of resources it consumes: about 50 percent of all consumer dollars in fact, pay for marketing related activities.

Meaning of marketing. Goods and services do not move automatically from the makers to the users. There is a definite mechanism that brings about exchange goods and services against money or moneys worth for the mutual benefits namely,satification to the consumer and surplus to the producers and manufactuers.Marketing is the belt that connects the majors of any economy namely producers and consumers. Marketing is the creation of utilities as goods and services get value added by the time they reach the consumers. That is why in economic jargon marketing refers to all the activities involved in the creation of place, time, possess

Objectives of marketing The various objectives of marketing are; To apply effective and intelligent modern marketing policies To develop the market field To develop and implement guiding policies for better result. To suggest solution by studying the problem relating to marketing To find sources for further information concerning the market problems. The four .ps of marketing The different elements of micro-marketing strategy can be divided into basic decision areas that marketing managers may use to devise an overall marketing strategy for a single product or a line of products, often dubbed the four ps Product (concept and attribute) Place (distribution) Promotion Price

These four decision groups represent all of the variables that accompany can control. But those decisions must be made within the context of outside variables that are not entirely under the control of the company, such as completion, economic and technological changes, the political and legal environment, and cultural and social factors. 1. Product Marketing decisions related to the products (or service) involve conceiving of and realizing the right product for the selected target group. This typically encompasses market research and data analysis to determine how well the product meets the wants and the needs of the target group. Numerous determinants factor into the final choice of the product and its presentation. A completely new product, for example, well entail much higher promotional costs, whereas a product that is simply an improved version of an existing item likely will make use of its predecessors image.

 Place. Considerations about place, the second major function group, relate to actually getting the good or services to the target market through the right channels, at the right time, and in the proper quantity. Strategies related to a place may utilize middlemen and facilitators with expertise in joining buyers and sellers, and they may also encompass various distribution channels including retail, wholesale, catalogue and others. Marketing managers must also devise a means of transporting the goods to the selected sales channels. Decisions related to the place typically play an important role in determining the degree of vertical integration in a company or how many activities in the distribution chain are owned and operated by the manufacturer. Price Determining price, the fourth major marketing activity entails using discounts and long term pricing goals, as well as considering competitive, demographic and geographic influences from the buyers perspective, the price must be within certain boundaries(especially the upper limit) and must be commensurate with the perceived value of the item, for the producer the price of the product or service generally must at least meet some minimum level that will cover a companys cost of producing and delivering its offering; however, even if a company were to price its items exactly at the break even price at the aggregate level will, of course, vary with how many units are sold when the sum of fixed and variable costs for production and over head are considered. Promotion Decisions about ,promotion the third target market functional area relate to sales,advertising,and other activities that communicate information intended to influence consumer behavior. Often promotions are also necessary to influence the behavior of retailers and others who resell or distribute the product. Personal selling which refers to face-to-face or

telephone sales usually provides immediate feedback for the company about the product and instills greater confidence in the customer. Meaning of Advertising Advertising is a form of communication intended to persuade an audience (viewers, listeners or readers) to purchase or take some action upon products, ideas or services it includes the name of the product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or consume that particular brand. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. On-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups religious organizations and government agencies. Mass media can be defined as any media meant to reach a mass amount of people .Different types of media can be used to deliver these messages, including traditional media . Definition of advertising In the words of Richard F.Tafinger Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products services or ideas by identified sponsors through the various media Types of advertising Print Advertising (newapapers,magazines,Brochures,Fliers) The print media have always been a popular advertising medium. Advertising via news papers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the news papers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership

of the publications. For instance an advertisement in a relatively new and less popular news paper would cost far less than placing an advertisement in a popular news paper with a high readership. The price of the print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the news paper supplement which uses a mediocre quality paper. Outdoor Advertising (Billboards,kiosk,tradeshows and events) Outdoor advertising is also a very popular form of advertising which makes use of several tools and techniques to attract the customers outdoors. The most common example of outdoor advertising is billboards kiosk, and also several events and trade shows organized by the company .The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. Broad advertising (television ,radio and internet ) Broad cast advertising is a popular advertising medium that constitutes of several branches like television, radio and the internet. Television advertisement has been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broad cast and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. Convert advertising (Advertising in movies) Convert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, televisions shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly or sometimes evidently showcased in the entertainment show. Some of

the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruises phone in the movie. Surrogates advertising (indirect advertising) Surrogate advertising is prominently seen in cases where advertising is a particular product is banned by law. Advertisement of products like cigarettes or alcohol which are injurious to health are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand which are often seen to promote their brand with the help of surrogate advertising. Public service advertising (advertising for social causes) Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant message about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, poverty, and so on. David Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for social cause. Ogilvy once said, Advertising justifies its existence when used in public interest .Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world are granted on the basis of a fixed amount of public service and advertisements aired by the channel. Advantages and disadvantages of different forms of advertising. Newspapers Newspapers are one of the traditional medium used by business, both big and small alike, to advertise their businesses. Advantages

 Allows the company to reach a huge number of people in a given geographic area. The companies can have flexibility in deciding the advertisement size and placement within the newspapers. Advertisements can be as large as necessary to communicate as much of a story as you care to tell exposure to your ad is not limited; readers can go back to your message again and again if so desired. Free help in creating and producing advertisement copy is usually available. Quick turn-around helps the companys advertisement reflect the changing market conditions. The advertisement the company decides to run today can be in their customers hands in one to two days.

Disadvantages .Advertisement space can be expensive; the companys advertisement has to compete against the clutter of other advertisers, including the giants ads run by super markets and department stores as well as the ads of your competitors. Newspapers are a price-oriented medium; most ads are for sale Expect your ad to have a short shelf life, as news papers are usually read once and then discarded. You may be paying to send your message to a lot of people who will probably never be in the market to buy from you. Newspapers are highly visible medium, so your competitors can quickly react to your prices. With the increasing popularity of internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspapers and instead read the online version of the publication.

Magazines

Magazines are a more focused, albeit more expensive alternative to newspaper advertising. This medium allows you to reach highly targeted audiences.

Advantages Allows for better targeting, as a company can choose magazine publications that cater to their specific audience or whose editorial content specializes in topics of interest to their audience. Better quality paper permits better color reproduction and full-color advertisements, the smaller page permits even small advertisement to stand out. Disadvantages Long lead times mean that one have to make plans weeks or months in advance The slower lead time heightens the risk of the advertisement getting overtaken by events. There is limited flexibility in terms of the advertisement placement and format. Space and advertisement lay out costs are higher. Yellow Page There are several forms of yellow pages that you can use to promote and advertise your business. Aside from the traditional yellow page supplied by phone companies they are also specialized directories targeted to specific markets. Internet directories containing national, local and regional listing and other services are classified as yellow pages. Advantages Wide availability, as mostly everyone uses the yellow pages. Non-intrusive. Action-oriented, as the audience is actually looking for the advertisements.

 Advertisements are reasonably inexpensive. Responses are easily tracked and measured. Frequency. Disadvantages Pages can look cluttered, and the advertisement can easily get lost in the clutter Advertisements are placed together with advertisements of competitors. Limited creativity in the ads, given the need to follow a predetermined format. Advertisements are slow to reflect market changes. Radio Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work and even in the car. Advantages The vast array of radio program formats offers to efficiently target the advertising expenses to narrowly defined segments of consumers most likely to respond to your offer. Gives your business personality through the creation of campaigns using sounds and voices. Free creative help is often available. Rates can generally be negotiated. During the past ten years, radio rates have seen less inflation than those for other media. Disadvantages As radio listeners are spread over many stations, advertisements should be played simultaneously on several stations to reach your target audience. Listeners cannot go back to the advertisements to go over important points.

 Advertisements are an interruption in the entertainment, because of this, a radio ad may require multiple exposures to break through the listeners tune out factor and ensure message retention. Radio is a back ground medium; most listeners are doing something else while listening, which means that the advertisement has to work hard to get their attention. Television Advantages Television permits the advertisers to reach large numbers of people on a national or regional level in a short period of time Independent stations and cable offer new opportunities to pin point local audiences.

Television being an image building and visual medium, offers the ability to convey the message with sight, sound and motion. Disadvantages Message is temporary, and may require multiple exposure for it to raise above the clutter. Advertisements on network affiliates are concentrated in local news broad casts and station breaks Preferred times are often sold out far in advance. Limited length of exposure, as most advertisements are only thirty seconds long or less, which limits the amount of information you can communicate. Relatively expensive in terms of creative, production and air time costs.

Direct mail Direct mail, often called direct marketing or direct response marketing, is a marketing technique in which the seller sends marketing messages directly to the buyer. Direct mail includes catalogues or other product literature with ordering opportunities: sales letters and sales letters with broachers. Advantages The advertising message is targeted to those most likely to buy a product or service. Marketing message can be personalized, thus helping increase positive response. The message can be as long as necessary to fully tell the message. Effectiveness of response to the campaign can be easily measured. The advertiser can have total control over the presentation of the advertising message. Active involvement- the act of opening the mail and reading it can be elicited from the target market. Disadvantages Some people do not like receiving offers in their mail, and throw them immediately without even opening the mail. Resources need to be allocated in the maintenance of lists as the success of this kind of promotional campaign depends on the quality of the mailing list. Long lead times are required for creative printing and emailing. Producing direct mail materials entail the expense of using various professionals-copy writer, artists, photographers and printers.

 It can be expensive, depending on the target market, quality of the list and size of the campaign. Telemarketing Telephone, sales or telemarketing, is an effective system for introducing a company to a prospect and setting up appointments.

Advantages Provides a venue where one can easily interact with the prospect, answering any questions or concerns they may have a bout the product or service. Its easy to prospect and find the right person to talk to. It is cost-effective compared to direct sales. Results are highly measurable. If out sourcing, set up cost is minimal. Increasing efficiency. Great tool to improve relationship and maintain contact with existing customers, as well as to introduce new products to them. Makes it easy to expand sales territory as the phone allows company to call local, national and even global prospects. Disadvantages More people are using technology to screen out unwanted callers, particularly telemarketers. Government is implementing tougher measures to curb unscrupulous telemarketers. Lots of businesses use telemarketing. If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees may need to hire a professional to prepare a well-crafted and effective script. It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm.

 It is most appropriate for high-ticket retail items or professional services.

Specialty Advertising This kind of advertising entails the use of imprinted, useful, or decorative products called advertising specialties, such as key chains, computer mouse, mugs, etc. These articles are distributed for free; recipients need not purchase or make a contribution to receive these items. Advantages Flexibility of use. High selectivity factor as these Items can be distributed only to the target market. If done well, target audience may decide to keep the items, hence promoting long retention and constant exposure. Availability of wide range of inexpensive items that can be purchased at a low price. Company can create instant awareness. Company can generate good will in receiver The items can be used to supplement other promotional efforts and media (e.g. distributed during trade shows) Disadvantages Targeting your market is difficult. This can be an inappropriate medium for some business. It is difficult to find items that are appropriate for certain business.

 Longer lead time in developing the message and promotional product. Possibility of saturation in some items and audiences. Wrong choice of product or poor creative may cheapen the image of advertise.

An increasing number of people have become adverse to telemarketing. such as newspapers, magazines televisions radios, outdoor or direct mail

CHAPTER 2
RESEARCH DESIGN

Fixed (qualitative) designs The examples of fixed qualitative design are: Experiment design In an experimental design, the researcher actively tries to change the situation, circumstances or experience of participants (manipulation), which leads to change in behavior of the participants of the study. The participants are assigned to different conditions and variables of interest are measured. All other variables are controlled experiments are normally highly fixed before the data collection starts. Non-experimental research design Non-experimental research is almost the same as experimental research; the only difference is that non-experimental research does not involve a manipulation of the situation, circumstances or experience of the participants. Onexperimental research designs can be split up in three designs. First is the relational design in which a range of variables is measured. These designs are also called co relational studies, since the correlation is most often used analysis. The second type is comparative designs. These designs compare two natural groups. The third type of non-experimental research is a longitudinal design The study is entitled on the brand icons in the Indian market. Statement of the problem The research is titled on the sturdy of brand icons in the Indian market with reference to top players of the various segments where all these segments has a good market share in India and even outside india.Hence studying the brand icons in the Indian market will give a good understanding of the industry in general and give an overall view of the brand icons in the Indian market of various segments. Objectives of the study To know the effectiveness of the brand endorser of the brand icons in various segments

 To discuss about the effectiveness of the companys sales. To compare the brand strategies of the company with the strategies of the competitors. To understand the competitiveness in the various segments. To know the brand loyalty of the customers. To know the consumers preference towards choosing a brand. To get a good understanding of the transport industry in general. Scope of the study The study gives a detailed insight into the different aspects of the company ad strategy such as criteria for the selection of a brand The study helps the company to improve its standards and handle tough competition in the near future. The study helps the company in developing the brand icon strategies to attract new customers and expand its market Research methodology.

The system of collecting data for research projects is known as research methodology. The data may be collected for either theoretical or practical research Eg. Management research may be strategically conceptualized along with operational planning methods and change management. Formulating of research questions along with sampling wheather probable or non-probable is followed by measurement that includes survey and scaling. This is followed by research designs, which may be by either experimental or quasi-experimental. The last two stages by research designs are data analysis and finally writing the research paper which is organized carefully into graphs and tables so that only important relevant data is shown.

Quasi experiment Aquasi experiment is an observational sturdy in which the subjects to be observed are not randomly assigned to different groups in order to measure out comes as in randomized experiment, but grouped according to a acharacteristic that they already posses. Quasi research designs are research design that follow experimental procedure, but do not randomly assign people to groups. Examples of flexible( qualitative) research designs. Case sturdy In a case study, one single unit is extensively studied.This case can be aperson, organization, group or situation. Famous case sturdies are forexample the dicription about the patients of freud, who were thoroughly analysed and described. Read more on case sturdy. Bell( 1999) states a case sturdy is particulary appropriate for individual researchers because it gives an apportunity for one aspect of aproblem to be sturdied in some depth within alimited time scale. Ethnographic study Ethnography is ascientific research strategy often used in the field of social science, particulary in anthropology an in some branches of sociology, also known as part of the historical science that studies people, Ehinic groups and other ethinic formations , their ethnogenesis, composition, resettlement, social welfare characteristic, as well as their material and spiritual cultures, it is often employed for gatherin empirical data on human societies an cultures. Data collection is often done through participant observation, interviews, community. Normally the researcher shares a lot of time with the group.

Grounded theory study Grounded theory study is systematic methodology in the social sciences emphasizing generation of theory from data in the process of conducting research. It is mainly used for qualitative research, but is also applicable to other data.The Aim of grounded theory studies is to make theories that can explain certain events. Sources of data There are two important sources of collecting the information needed. They are; 1. Primary sources. 2. Secondary sources. Primary sources Primary sources refer to those sources where the information is directly collected from the population by the researcher. The primary data is a combination of descriptive and exploratory under taken to study the brand icons in the Indian markets. The study was taken by using sample size, using sample techniques, sampling methods and preparation of questionnaire were used to gather data for survey.

Secondary sources Secondary data is the information collected and drawn from various sources such as; Books Internet Magazines.

Sampling Sampling is that part of statistical practice concerned with the selection of subset of individual observation within a population of individuals intended to yield some knowledge about the population of concern, especially for the purposes of making predictions based on statistical inference.Sampling is broadly divided into probability sampling and non probability sampling. Probability Sampling Aprobability sampling scheme is one in which every unit in the population has achance (Greater than Zero) of being selected in the sample, and this probability can be accurately determined. The combination of these traits make it possible to produce unbiased estimates of population totals, by weighting sampled units according to their probability of selection. Population sampling includes 1. Simple Random Sampling 2. Systematic Sampling Stratified Sampling 3. Probability Proportional to Size Sampling 4. Cluster or Multistage Sampling Non-Probability sampling Non-probability sampling is any sampling method where some elements of the population have no chance of selection( these are some times refferd to as out of coverage) or where the probability of selection cant be accurately determined. It involves the selection of elements based on assumptions regarding the population of interest, which forms the criteria for selection.

Definition of marketing. In the words of Professor Glaser, marketing in a free economy the skill of selecting and fulfilling consumer desires so as to maximize the profitability per unit of capital employed in the enterprise. In the words of Professor Caniff and Still, Marketing is the business process by which products are matched with markets and through which transfers of the ownership are affected.