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TABLE OF CONTENTS
Page
No.
CHAPTER 1

EXECUTIVE SUMMARY

CHAPTER 2

INTRODUCTION

CHAPTER 3

2.1

Introduction to the Topic

2.2

Introduction to the Industry

2.3

Introduction to the Company

15

2.4

Introduction to the Project

18

STUDY/PROJECT DETAILS
3.1

Objectives of the Project/Study

19

3.2

Literature Review

19-30

3.3

Study Methodology

31

3.4

Study Limitations

33

.
CHAPTER 4

ANALYSIS & FINDINGS

34-41

CHAPTER 5

CONCLUSIONS & RECOMMENDATIONS

42-44

5.1

Conclusions

42

5.2

Recommendations

44

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ANNEXURES
A-1

All graphs

37-41

B-1

Bibliography

45

C-1

Sample description

47

D-1

Questionairre

48-49

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CHAPTER 1 EXECUTIVE SUMMARY

This Research is about understanding Pinnacle Management and Utility services clients
seasonality of executing activations and their purpose to do BTL activation and the
process of the execution of BTL activation. Different Sectors have different purpose.
Different companies in the same sector again may have different goal behind having BTL
activation. This research has taken into consideration two industries i.e. Media &
Entertainment and Banking to understand their goals, way of activating, time period,
preferred calendar and Process of conducting BTL activation. A new brand might do
activation to increase its awareness and penetrate the existing market and create a share
for itself, while Brands that have been in market for years do activation for either re
launching, CSR, etc. The BTL activation may differ from brand to brand, a few might
even choose to brand their retail or distributor outlets. Further in the research, the options
available to marketer for branding are dotted down
Marketers today have to pull their customers instead of pushing them to buy their
products and services. Their Major Budget to achieve this task is allotted to Advertising.
ATL Spends has always been expensive in terms of overall budget and it hard to measure
the accuracy of its effectiveness. BTL on the other hand has been a boon for marketers.
They are able to focus on person to person and have a greater effectiveness and
conversion ratio. Their awareness and visibility in this case becomes more personal and
they tend to leave a mark in the minds of consumer or even a normal human.
Pinnacle Management and utility services is one the agency from Mumbai catering to
their clients and planning and conceptualizing ideas and executing them all over India.
Pinnacle management as a agency follows a flow to have a greater impact of BTL
activations done by them. They tend to define their T.G and create or discover the touch
points to meet their T.G and finally achieve the goal set by their client through innovative
ideas and activations.

CHAPTER 2 INTRODUCTION

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2.1 INTRODUCTION TO THE TOPIC:

The Indian market is witnessing some major changes. More consumers, more buying
power and more media reach. Then there is the rise of digital media, the fragmentation of
mass media, the growing power of young consumers and the growing BTL activities.
Marketers acknowledge that advertising is just one variable that impacts sales among
other including pricing, distributions etc. Products and services that are promotion elastic
tend to be highly impacted by price-offs and discounts which increase the likelihood of
consumer buying the same. In comparison, products and services that are advertising
elastic see higher sales with increased advertising. Many successful categories and brands
in Key Urban Towns (KUT) are price sensitive and hence promotion elastic. Marketers
then choose to divert advertising budgets to on-ground promotions (including BTL and
activation) that show a direct impact. In comparison, premium brands that have a greater
uptake in metros (given higher purchasing power) tend to be advertising elastic which
means that the more they are advertised, the higher is the likelihood of sales.
For marketers, the decision to enter a new market is dependent on a number of factors
which help them select and prioritize markets. As shared by some of the leading Indian
marketers, the key factors impacting their decisions for gauging market potential and
allocating marketing spends are listed below.

Exhibit 1 Factors impacting choice of market(s)

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Once the market is selected then the marketer is faced with the decision to select the
choice of medium for advertising. The factors are listed below:

Exhibit 2 Factors impacting choice of media for advertising

During the course of the research we met some of Indias largest marketing spenders
across categories including FMCG, consumer durables, banking and financial services
and telecom companies amongst others and domain experts such as media planning and
buying agencies and advertising agencies besides relying on available published data and
in-house media experts.
One of the new directions taken by marketers in allocating ad spends that could be
indicative of changes that can be expected in the future is a growing share of BTL in the
total marketing spend. The average BTL spends across marketers met was about 35-40 %
against about 15 % of marketing spends, just three years earlier. While in the metros,

BTL is used because the clutter in mass media is too high and getting audience attention
is difficult in Key Urban Towns (KUT), since media options are limited BTL gets a more
than proportionate response from the inquisitive consumers. BTL could therefore be one
of the factors that could better harness the marketing and media needs of KUT where
marketers can use BTL effectively instead of focusing only on traditional media planks
which may not be as readily accessible.
BTL activations can be strategic or tactical in nature, depending upon the type of
activation. BTL activations are most commonly used for sales promotions, branding,

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product launch, channel partners appeasement, channel expansion, lead generation.
Marketers have different objective for different activities. Some of the most common
strategies are customer retention, customer acquisition, brand visibility etc.
This research report explores the Process of execution of a BTL activation and different
budgets and goals of companies of different sectors

2.2 INTRODUCTION

TO THE INDUSTRY

The origin of term BTL is the following: an advertising manager of Procter & Gamble
developed promotion campaign media-plan that included main media channels: TV,
press, outdoor etc. He underlined it, summarized the expenses and only after recalled
about the board on fairy, souvenirs, gifts etc. He added these expenses to the list below
the line. BTL is usually opposed/contrasted to ATL (above the line) advertising in its
traditional distribution channels: press, TV, radio, outdoor, movie, Internet.
The annals of Marketing Management have witnessed a tug of war between advertising
and sales promotion since inception. But in the early phase of twenty first century this
war has taken a new avatar in form of Above - The- Line and Below - The- Line
activities, widening both scope and intensity of this war. Above-the-line propagated
traditional marketing channels that strive to reach a mass audience with messages that
reinforce a brand communicate general product information or inspire an emotional
response. Below-the-line initiatives, by comparison, acts like traditional direct
marketing efforts they aspire to establish targeted relationships between marketers and
individual consumers, and offer comparable ease in measurability. With increase
fragmentations and demographic along with the increased pressure to increase
effectiveness of marketing communication soon BTL activities started substituting ATL
activities and there has been a steady growth in BTL expenditure in this century . With its
unique ability to personalize and customize communication this form of communication
is slowly replacing the mass media advertising.

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Below The Line (BTL) industry spend in India is on the rise and constitutes a major part
of the Indian advertising industry. It is estimated that in 2009, BTL revenues stood at INR
200 billion and contributed 44 per cent of total advertising spend. Between 2006 and
2009, BTL expenditure grew at a CAGR of 15 per cent. In 2010, the BTL industry further
grew by 10 per cent and is expected to grow between 10-20 per cent over the next three
years.
BTL advertising refers to one-to-one communication including on-ground and online
activities that is directly focused on the target audience. It consists of several events,
some of which are as follows
: Marketing budget constraints during the recent economic slowdown led marketers to
seek avenues apart from the mass media to connect with their target markets. The
importance of BTL marketing has grown because of its ability to reach the core target
audience and the high

degree of influence this channel offers through personal

interaction and the customization of engagement and product trials, which have a direct
impact on sales as well as an indirect impact on brand perception.

Industries using BTL

An increasing number of brands have begun to engage masses one on one and are
relying on this medium for effective marketing. The amount spent on BTL varies
depending on the industry, the product life cycle and the product itself. The following are
some ranges that are indicative of the percentage of total marketing spend on BTL
activities:

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FMCG intended for the mass market tends to spend up to 25 per cent of its
total marketing on BTL activities, while luxury goods, which depend on word-of-mouth
advertising and direct selling, spend much more. Consumer electronics companies such
as Samsung, LG and Philips are increasingly exploring the possibility of directly
engaging with their target audience. Telecom sector companies, which face intense
competition, rely heavily on on-ground activities to create their own space and
personality, as well as on BTL, as purchase decisions are influenced by the dealer and
advertiser communication present at the point of sale. The financial services sector has
been actively turning to retail over the past five years and spends heavily on BTL
activities.
The AUTO sector is also very upbeat in terms of BTL marketing expenditure, for
both new car launches and luxury brands. Further, education and health care services,
retailers, food joints and TV shows are using BTL to influence and engage their target
groups at prominent locations. BTL has become one important tool, and one important
part of their marketing expenditure. Auto sector prefer Road shows, Mall activation,
Exhibitions etc.

Advantages of BTL marketing

The BTL advertising medium offers various advantages:

Low wastage and high effectiveness:

BTL is a low-cost method of reaching out to niche target groups, preventing the
overflow that is typically associated with mass media. Events and activations also
serve as high-impact methods of advertising products, as compared to Above The

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Line (ATL), as they engage consumers through techniques such as product trials
and brand experiences. Events involve relatively low absolute investments and
increased flexibility to adjust scale.

Increased brand recall:

BTL makes consumers integral to advertisements and drives the message home
strongly. As such, it ensures high brand recall, since it acts as a frequency builder
and enhances brand visibility. More effective than ATL in rural areas: BTL has the
ability to penetrate rural markets, where the penetration of traditional mass media
is low. BTL also offers a more effective way in which to communicate with
emerging users from small cities and towns, as it helps educate first-time users.

Growth drivers

Growth in modern retail formats:

The rising penetration of modern retail formats such as malls, convenience stores
and supermarkets is driving the uptake of BTL activities, as it increases the
number of venues and audience catchment areas available.

Rise in integrated media campaigns:

The rise in the use of integrated campaigns by marketers, encompassing TV, print,
OOH, radio, digital and on-ground activation, is driving the use of BTL
campaigns. Print and radio are leaders I implementing BTL along, or in
conjunction, with supporting media space.

Clutter in traditional media:

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Increasing clutter in, and saturation of, the traditional media is pushing brand
managers to explore interactive forms of media that ensure personal engagement
to reach the target audience.

Rise in requirements of experiential marketing:

BTL activities are highly suited for product launches and concept testing for
consumers, as well as for the increasing number of complex and luxury products,
which need lengthy and skilled sales interaction.

Competitive advantage:
BTL activities hold significant scope for innovation in brand communication and
for unique positioning vis--vis competition. Vodafones man-of-the-match
contest and the Dove Shampoo mall activation are some examples of innovative
concepts used to differentiate brand

Key trends

Increasing number of advertisers using the medium:

A growing number of advertisers are using BTL advertising and allocating
increased budgets to connect with their consumers. Micromax allocated INR 1
billion for its brand-building initiative in 2010, with a 40:60 allocation for BTL
and ATL advertising, respectively. Kaya Skin Clinic has significantly increased its
BTL marketing activities including skincare workshops and events, especially in
non-metros. Samsung hasheld more than 170 Dream Home Road Shows in metros
as well as small cities to enhance consumer awareness around its products and
technologies. Under it Kranti initiative, the company has invested in refurbishing
display stands at more 3500 outlets across the country. In 2010, Samsungs ATL
spend and BTL spend mix in larger cities with populations exceeding 100,000
was 80:20 respectively, whereas it was 60:40, respectively for other towns and
cities.

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Increasing number of agencies venturing into BTL services:

Existing ad agencies are either launching or acquiring separate BTL units, as
brands are hiring niche agencies to oversee their BTL marketing efforts. Gauging
the growing importance of the activation and BTL business, Aegis Media has
entered the activation and events sector. It has collaborated with Fresh IMCS to
launch Carat Fresh Integrated to offer integrated marketing services, including
BTL activations, events and rural marketing, to its clients. Zenith Opti media has
launched a new wing, Newscast, to design nontraditional media solutions for its
clients in India. Amar Ujala Group plans to launch a dedicated BTL division
called Touch Point. Buoyed by the prospects of BTL advertising, industry
executives from major ad agencies are also launching their independent agencies.

Radio companies launching BTL divisions:

Many radio companies have also ventured into the BTL and activations space,
since radio works well with the BTL business by promoting both the clients
brand and the radio stations connect with its audience. Red FM has an activation
division called Red Active, which offers event management, celebrity
management, brand communication and other services. Radio Mirchi set up
Mirchi Activations in 2005, while Radio City entered an alliance with BTL
agency Vibgyor Brand Services in 2007. Reliance Media Works Ltd (RMWL),
which owns Big FM, has transitioned to an integrated platform offering media
solutions in digital, OOH, BTL, radio, rural marketing and more. It has floated
four new companies, including Big Live the experiential marketing arm that
offers services such as brand activations, events, rural brand initiatives and others
and plans to provide activations across 100 cities in India

Digital media and technology spurring the growth of BTL media:

With the growing penetration of the internet and the mobile platforms, marketers
across industries and verticals are focusing on the digital media to drive brand
engagement. In 2010, Pepsi Co. planned to spend 8 per cent of its overall
advertising and promotional spend on BTL media such as digital and in-store

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activities. The company intends to increase this spend in the near future.
Hindustan Petroleum (HPCL) launched its BTL initiative, HP Happy Wheels
Offer, in 2009 and was accessible via the mobile and the internet, engaging the
audience and encouraging participation through SMS to a specific short code and
a website. Participation from viewers in TV game shows and contests such
as Kaun Banega Crorepati, X Factor and Indias Got Talent continues to increase
with the growth of mobile phone penetration, with each half-hour show capable of
generating up to 1 million SMSes.

Rise of BTL in small cities and rural markets:

With the growth of the Indian economy, the affluent and middle classes are
spreading beyond the metros to tier- II, tier-III and tier-IV cities. This has led
to the rise of BTL advertising by companies to reach consumers in these cities.
The key urban towns and the rest of urban India accounts for more than 50 per
cent of total BTL activity in the country, whereas rural India accounts for 25 per
cent of total BTL activity. Media companies have launched upcountry activation
arms to tap the growing and underpenetrated rural and semi-urban markets. This
includes Reliance Media which launched Big Rural and Jagran Solutions.

Issues

Unorganized and fragmented industry:

The BTL industry in India is highly fragmented and unorganised, with the
presence of very few national players. Some estimates put the organized sector at
just 30 per cent of the total industry. It consists of many players that focus on a
certain aspect of the value chain such as loyalty and trade marketing or
relationship marketing. It consists of players operating in specific geographies or

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industry verticals. As such, there is a need to recognise the sector as a separate
industry and make it more organized.

Low share of BTL:

BTL is currently underutilized as an advertising medium. The share of BTL
versus ATL in total marketing spend in India is estimated at 30:70, respectively. In
the US, of all advertising expenditure, 75 per cent goes to BTL, while only 25 per
cent goes to ATL advertising. Considering the relatively low share that BTL
currently enjoys in India, there is a significant scope to develop this medium
further as more and more Indian advertisers realise its potential.

Implementation:
Execution and logistical constraints prevent the maintenance of uniformity in
brand experience across towns and cities, particularly rural locations.

Difficulties in measuring effectiveness:

There is no common industry method to measure success. Each advertiser and
agency has its own metric of success, some of which are highly subjective. There
is a need to standardise measurement metrics and build increased linkage to
returns on investment. This is imperative for the future growth of the industry.

Taxation:
Entertainment, being a state subject, is exposed to different rules and taxes across
states. Various permissions are required to conduct even the most minor activities.

People:
Skilled professionals who can creatively and execute quality are scarce in the
country. The industry is composed primarily of young people with tremendous
drive but mentoring, developing focus on quality, and improving client servicing
is the need of the hour
.

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Transparency:
BTL companies have long since been plagued by a bad reputation with regard to
margins earned. A few event companies have defined operating procedures,
operating policies, or a satisfactory audit in the context of event costing and client
invoicing.

Competition:
An unhealthy level of competition is making the managed events business
increasingly commoditised in terms of event management fees.

Way forward
In India, brands have mostly persisted with conventional forms of BTL, such as
events and road shows, exhibitions, conferences and sampling. However, BTL
opportunities extend to several other forms such as word-of-mouth, viral marketing,
podcasting, field marketing and innovations within the conventional media. Going
forward, the following can be expected:
Strategic agencies for brand activation are the need of the hour. Brands are
seeking BTL marketing agencies and are looking to engage them as strategic partners in
the business process rather than perceiving them as tactical executors.
Agencies need to conceptualize more for advertisers to empower them to invest
more in the BTL medium. Implementing a measurement metric for all events, which is
linked to the return on investment, is critical. The opportunity to develop IP around
events and amplify them on the mass media can generate large valuations for IP owners.
The unorganized medium will continue to grow.

Large BTL companies need to

strengthen their creative ideas and client servicing skills to win customers and enhance
the transparency of operations.
Advertisers will continue to look toward the BTL medium. It is for the industry to
capitalize on the growth potential of the medium.

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2.3 Introduction to the Company:

Pinnacle Management and Utility

services
COMPANY PROFILE:
Pinnacle Management & Utility Services is a full service Branding & Activation agency.
They provide 360 degree solutions to their clients, they plan and develop concepts for
their clients and even execute them. They are headquartered in Mumbai. They have a
strong vendor base in each target market PAN INDIA. They focus on creating consumer
oriented, objective driven, and measurable brand activations for their esteem clients.
They believe in building long term partnerships with the most innovative and forward
looking organizations. The goal of the company is to deliver customer service that is
more than satisfactory.
Their service offering to their clients range from developing and planning concepts and
plans, and further executing them according to the goal of the campaign.
They cater to both B2B and B2C clients. For B2C they identify and leverage key touch
points to make consumer and trade interactions work better. They can and have planned
large scale promotions, events, retail merchandising, samplings etc. For IT and Banking
brands Pinnacle facilitates lead generation program through product experience, research
and discussions. They even plan and execute B2B conferences, seminars, business events
and CRM programs and plan trade incentive programs.

Division of their work:

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Rural activation:
Rural market of India is one challenging task for all the marketers to tap, because of the
its heterogeneous mass, well spread population, languages, dialects etc. Activating
emerging Indian markets is a specialized field. With a strong vendor base Pinnacle
possesses strong execution capability and can reach the block level on ground. With the
combined strength of their own vendors and Tek vantage they have been able to plan and
execute their events. Rural activation and any branding in Rural of India has become a
USP of Pinnacle management. They have worked for HRI Streax to increase its
awareness in rural villages and tier 2 towns. They worked for Castrol to increase the sales
and awareness of Castrols product in rural. They have worked for BSA cycle in rural,
carrying out a intra school cycle competition. Pinnacle successfully executed their
activation for Yogiraj thanda tel in rural India. Pinnacle has tapped milk farmers in rural
India and made the campaign a success for Zoestis Pharma. Their work is in progress for
many other clients in rural India.
Urban activation:
Pinnacle specializes in providing solution based on the marketing objective in urban
towns and cities in India. They have executed events in Tier 2 and tier3 cities and even in
metros. Pinnacle has its strength in urban because of their strong and trusted vendor base
in cities. They have had events and activities for their clients like Kotak Mahindra bank,
HDFC bank, Streax, Yash technologies, Indusland bank etc. Pinnacle has been executing
events and activities for banks on a very frequent basis. They have done lead generation
activity for banks in HNI societies and corporate park, and every time with a innovative
and a successful campaign.

Retail and ISP:

Retail or the last mile in consumer purchase cycle is an important part of the consumer
activation mix. Pinnacle concentrates on creative and attractive POS designs with
flawless execution. They have worked for Streax and Supermax for Retail branding. For

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retail and ISP they have a special creative team that creates designs and creative on the
basis of the goal of the campaign. Pinnacle works on a regular basis and handles creative
and designs for many of Pharma companies.
MICE:
Meetings, incentives, conferences and exhibitions is one the arm of Pinnacle
management. Although in the nascent stage it is a fast growing facet of Pinnacles
armoury and they continue to grow from strength to strength with every project. They
have organized a two day conference of IPA (India pharmaceutical association). They
completely planned and executed the event. From booking stalls to designing one for a
exhibition and finally making it productive, Pinnacle takes responsibility for all of that.
Companies and organizations have their in house events and conferences happening for
their employees and their dealers, retailers, etc. This market turns out to be very
competitive and Pinnacle has managed to be successful in the same.

HISTORY:
Pinnacle management and utility services was founded by Mr. Luvneet Amin. It has
further partnered with Tek vantange as their operational partner. Tek vantage is one the
oldest implementation agency in India since 1996. They have well equipped managerial
talents and strong local knowledge across both geographic region of India i.e. North &
South. Tek is listed by Agency-Faqs & Marketing white book.
Pinnacle management has been working with Banking, FMCG,
Media & entertainment and a few other sectors to plan their BTL activities and execute
them. Pinnacle has a history of working with Zoetis Pharma, Yogiraj Thanda tel, Streax
i.e. HRI, Castrol India, Zee entertainment, Star TV, Kotak Mahindra Bank, Supermax,
BSA cycles, HDFC banks and many. They have had success with their BTL campaign for
these brands.

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2.4 INTRODUCTION TO THE PROJECT

This project studies the process of how BTL activation happens for a brand from
banking sector, but to be more specific, it studies the process by which Pinnacle
management and utility services as an agency executes BTL activation for their clients
(marketers).
This process involves interviews with marketers i.e. clients of Pinnacle management and
even with agencies i.e. Pinnacle management and their vendors. This paper even involves
study of the budgets for BTL activation of clients of Pinnacle management from Media &
entertainment and FMCG sector.
This study tries to understand the problems that come while planning and
executing a BTL activity for a banking client. How to tap their T.G? How to convert
them, how does the process flow. The major factor of TIME is focused upon. The season
or the time of the year when they want to conduct a specific activity as a advertising
expense. Does the period during which the activity is conducted is a very important
factor? Does it affect the outcome of the activity conducted? These questions arise with
this study, and the research tries to understand in depth by taking interviews of marketers
who are experts in this field and are a part of Banking or Media & entertainment industry.
Indian market is spread widely, and for marketers to tap them only ATL is a tool to
advertise is turning out to be insufficient. Changing consumer demographics decrease the
influence of traditional mass media i.e. one size fits all. Widespread marketing clutter
diminishes the impact of commercial messages that dont address specific and
individually relevant consumer needs. Heightened client pressure to deliver quantifiable
value by evaluation of ROI of the ATL activities, forces marketers to move to BTL to tap
into specific and small T.G for which the activity is planned. BTL and ATL both are used

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together by marketers as a multi channel campaign, to increase the effectiveness of the
campaign.

CHAPTER 3 STUDY/PROJECT DETAILS

3.1 OBJECTIVE OF PROJECT/STUDY

To study BTL activation process for the Banking clients (marketers) of

Pinnacle management and utility services

To study the seasonality (if any) in BTL activations for Media & FMCG
clients of Pinnacle Management Services.

3.2 LITREATURE REVIEW

BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash
or in kind, and having short duration. It is efficient and cost-effective for targeting a
limited and specific group. It uses less conventional methods than the usual ATL channels
of advertising, typically focusing on direct means of communication, most commonly
direct mail and e-mail, often using highly targeted lists of names to maximize response
rates. BTL services may include those for which a fee is agreed upon and charged up
front.
BTL is a common technique used for "touch and feel" products (consumer items where
the customer will rely on immediate information rather than previously researched items).
BTL techniques ensure recall of the brand while at the same time highlighting the
features of the product.
Another BTL technique involves sales personnel deployed at retail stores near targeted
products. This technique may be used to generate trials of newly launched products.

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It helps marketers establish one-to-one relationship with consumers while mass

promotions, by definition, make it difficult to gauge consumer-response, except at the
time of sales. Examples include tele-marketing, road shows, promotions, in- shop and
shop-front activities, display units.
The terms "below the line" promotion or communications, refers to forms of non-media
communication, even non-media advertising. Below the line promotions are becoming
increasingly important within the communications mix of many companies, not only
those involved in FMCG products, but also for industrial goods. Below the line sales
promotions are short-term incentives, largely aimed at consumers. With the increasing
pressure on the marketing team to achieve communication objectives more efficiently in
a limited budget, there has been a need to find out more effective and cost efficient ways
to communicate with the target markets . This has led to a shift from the regular media
based advertising. In other words, below-the-line sales promotion is an immediate or
delayed incentive to purchase, expressed in cash or in kind, and having only a short term
or temporary duration.
Below the Line uses less conventional methods than the usual specific channels of
advertising to promote products, services, etc. than Above the Line strategies. These may
include activities such as direct mail, public relations and sales promotions for which a
fee is agreed upon and charged up front. Below the line advertising typically focuses on
direct means of communication often using highly targeted lists of names to maximize
response rates.
Trained sales personnel, often young women, are deployed at Retail Stores, near the
shelves of targeted products. These young women convince customers visiting these
shelves about the better aspects of their brand compared with others. This is ideal for new
launches as it generates trials, which if successful result in repeat sales.

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In addition, above the line is much more effective when the target group is very large and
difficult to define. But if the target group is limited and specific, it is always advisable to
use BTL promotions for efficiency and cost-effectiveness.
Say, for example, if a pen manufacturer is going to promote its product, it may take the
ATL route, but if a company manufactures computer UPS, it will certainly take the BTL
route, as the target group is very limited and specific.
There are two kinds of marketing strategies that can be used to promote any product:
"above-the-line" (ATL, essentially advertising in the mass media) and "below-the-line"
(BTL). These category names reflect the business practices of advertising agencies.
Agencies generally make commission on placement of advertisements in newspapers,
magazines and cinema, and on television, radio and billboards, a fee that appears "above
the line" on their bill. Traditionally, other forms of promotionevents, direct marketing,
email promotions, text message promotions, premiums, price reductions, public relations
activities, sponsorship, trade shows, exhibitions, sales literature and catalogueswere
charged at a fixed fee and thus appeared "below the line
Above-the-line propagated traditional marketing channels that strive to reach a mass
audience with messages that reinforce a brand communicate general product information
or inspire an emotional response. Below-the-line initiatives, by comparison, acts like
traditional direct marketing efforts they aspire to establish targeted relationships
between marketers and individual consumers, and offer comparable ease in measurability.
Traditionally ATL and BTL strategies have been considered distinct, and BTL the poor
cousin. BTL activities were generally used to complement the main mass
media marketing activities and usually a fraction of marketing resources were allocated
for these activities. BTL activities first shot into prominence when ATL activities for
products which have unwholesome demand were proscribed by the Socio-legal
restrictions. Even though BTL activities started off to fill in for ATL activities,
increasingly, BTL strategies are now recognized as economical, unique, and personal
ways to achieve "cut-through" in the supersaturated advertising environment.

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Above-the-Line Media
Are tailored to reach a mass
audience
Establish brand identity or reinforce
emotional concepts surrounding a
product or brand
May or may not drive customer
response
Are difficult if not impossible to
measure with any accuracy
Cater to the mass market

Evolution of below -the- line activities

Below-the-Line Media
Are targeted to individual consumers,
based on their expressed needs and
preferences
Issue a call-to-action, inspiring
specific customer activity or tailored
messages about a product or brand
Drive individual responses
Are highly measurable, allowing
marketers insight into their ROI
Establish one-to-one relationships
between consumers and marketers

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In a market rapidly adapting to changes in technology, available information and
heightened consumer demand, traditional, brand-oriented advertising is no longer the
primary driver of customer behavior. Whether its reflected in dwindling print newspaper
circulation or the stagnant market for network television commercials, significant
evidence suggests that the marketing landscape has fundamentally shifted from an
above-the-line focus on reaching a broad population with emotionally-oriented appeals,
to a below-the- line approach that stresses targeted, customer-centric communications,
measurable results and concrete return-on-investment.
We believe that the metaphorical line separating marketing philosophies (often quoted,
but never precisely defined) is reflected in three key qualities that separate todays
emerging promotional methods from the top-down advertising monologue of the past.
Acting in concert, they embody the universal elements of successful below-the-line
marketing efforts:

Perception The extent to which a consumer feels that he or she is engaged as an

active participant in a marketing dialogue, rather than a target of an aggressive
direct sales or branding effort

Interaction The extent to which consumers are empowered to respond to

marketing communications via preferred channels that are both convenient and
accessible

Measurability The extent to which a marketer can track the results of an

individual initiative, determine commensurate return-on-investment and adjust
future campaigns to provide for an enhanced chance of success

Channels of BTL activities

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a) Database marketing: It involves use of proprietary database of consumer records
which can enhance prospect or customer data sources with unprecedented demographic,
lifestyle and transactional data. It can be utilized for tuning marketing offers targeted at
new prospects -- and provide their current customers with products that more closely
match purchasing preferences and habits.
b) Mail marketing: It involves creation of compelling branded Mail/email templates and
campaign messages, and also our data driven services to develop precise targeting to
reach the highest number of quality prospects
c) Interactive services: By designing online campaigns that generate valuable and
conversions by the use of Web Properties, Affiliate Network and Search Engine
Marketing
d) Affinity marketing: Enhancing brand value and gaining new customers by affinity
programs like collaborations with

Veteran's Organizations

Sportsmen's Organizations

Conservation and Wildlife Advocacy Organizations

Seniors Advocacy Organizations

Political Organizations

Religious Organizations

Youth Activity Organizations

Cause Based Organizations

Direct Response Print: Its most common form today is infomercials. It is achieved by
eliciting a direct response via television presentations. Viewers respond via telephone or
internet, credit card in hand.
Other media, such as magazines, newspapers, radio, and e-mail can be used to elicit the
response, but they tend to achieve lower response rates than television.

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e) Event Marketing: It involves a strategic-based face-to-face contact designed to
impact a brand's perception among its constituents. It is set of promotional activities
involving an event such as a sporting or social event, designed to bring a product to the
attention of the public
f) Promotional Marketing: It is a non-personal promotional effort that is designed to
have an immediate impact on sales. Sales promotion is media and non-media marketing
communications employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability.
Examples include:

Coupons

Discounts and sales

Contests

Point of purchase displays

Rebates

Free samples (in the case of food items)

Gifts and incentive items

Free travel, such as free flights

Sales promotions can be directed at the customer, sales staff, or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called
consumer sales promotions. Sales promotions targeted at retailers and wholesale are
called trade sales promotions.
TOOLS USED FOR PROMOTION AND EVENT MARKETING:
Door to door marketing: Door-to-door is a sales technique in which a salesperson
walks from the door of one house to the door of another trying to sell a product or service
to the general public. A variant of this involves cold calling first, when another sales
representative attempts to gain agreement that a salesperson should visit. This is
conducted by pinnacle management in case of creating a pre buzz before the event or the
promotion starts depending upon the location, goal of campaign, T.G. etc.

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Kiosk activity: A small, temporary, standalone booth used in high-foot-traffic areas for
marketing purposes. A kiosk will usually be manned by one or two individuals who help
attract attention to the booth to get new customers.
E.g.: Asian Paints recently launched its Apex Duracast range and carried out in-shop
promotions from Oct. 17 to Nov. 7 in Ahmedabad and Gandhinagar. The design had a
stage and backdrop panels in such a way that each range could be unveiled at a different
time with all designs attached to it.
On ground activities: High Street Phoenix (HSP) conducted activities for Quiksilver
India on Oct. 30, UTV Motion Pictures on Nov. 2 and Good Homes on Nov. 3. Quiksilver
introduced Tarp Surfing in India, a unique activity for all board sport enthusiasts. Good
Homes celebrated Art Week with popular artist Vivek Sharma. Meanwhile, UTV Motion
Pictures hosted a cooking session with Kunal Kapoor, the lead actor of Luv Shuv Tey
Chicken Khurana, where he shared the recipe of Chicken Khurana.
Contact Programs: A brand promotion that involves identifying a group of individuals
and creating a promotion / activation within the community of the target group. E.g.
schools, colleges (other institutions), residential societies, cultural communities or other
similar communities
Welcome gate (Arch gate): Welcome gate advertising has slowly but steadily gained
momentum. The Advertisement Gate provides great exposure of the products. These
welcome Gates are fabricated with the help of Solvent/Eco- Solvent printed on front lit
flex as per the artwork / design mounted on Iron Square pipe frame structure as a gate
arch arrangement. The exquisite ranges of shop front welcome gates are fully adorned
with Flex, Vinyl, silks & satins and many more embellishments.

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Use of Welcome Gate in Advertising- Based on festive and important occasions the
signage and gates can provide astounding display of the items. The arch gates are
designed in a well equipped designing unit with the help of a designing team of experts
which produces attractive and long lasting finish in results. A welcome gate or Arch gate
advertisement always needs to be the best eye catcher and in that case it always helps in
winning maximum visibility to the audience.
In Shop Branding:

In shop Branding means advertising inside the shop or mall

premises and it plays very important role into the sale of any brand where the customers
and users can directly interact with products and can be influenced to purchase it.
Road shows/ Canter activity: These are activities done on a vehicle that is in motion in
the target location. Activities like announcement, video, audition etc. are done through
canter activity. Canter activity is a very important tool for rural activation.
Mela: Mela is a Sanskrit word meaning 'gathering' or 'to meet' or a 'fair'. It is used in
the Indian subcontinent for all sizes of gatherings and can be religious, commercial,
cultural or sport-related. In rural traditions melas or village fairs were (and in some cases
still are) of great importance. In recent times "Mela" also popularly refers to shows and
exhibitions. It can be theme-based, promoting a particular culture, art or skill. Generally
in "melas" people can find eateries, entertainment activities, shops and games.
Dealer board activity/ Retailer branding: Brands and companies in India promote
their brand by increasing their visibility and reach by branding dealer boards and
branding retailer shops with danglers. These brandings may have message and photos
about their latest offer or product or just a reminder message of their brand and its
features to create a concrete place in T.Gs mind.

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LIBRARY REVIEW:
BTL activation and Media & entertainment industry.
The study by Ernst and young suggests that the events and activation industry in India
has seen its lowest transaction activity among all segments of the media and
entertainment sector. Quite a few industry pundits agree that it is primarily because of a
very weak push from televisionthe most dominant slice of Indias Rs.91,700-crore
media and entertainment industry. They observe that large-scale BTL activation is still
not a marked trend within the television sector. The reason for this is not too difficult to
understand the role of on-ground in the case of television differs in two ways. First,
the kind of reach that a broadcaster is able to deliver from its promos its own channel is
far greater than any on-ground activation and at a far more competitive price. Second, a
lot of brands conduct on-ground activation as an opportunity to do immediate sales,
something that the television industry does not exactly look for. In television, there is no
immediate sale value. What you are really trying to do with on-ground activation is to
establish a close personal encounter of the consumer with the brand or the show message.
Here, the desire is that the message should stay with the consumer which in turn will help
him/her tune into your channel and the show, says Nikhil Madhok, senior vice president,
marketing and programming strategy at Star Plus, the flagship general entertainment
channel (GEC) of Star India.

Campaign Castrol Perfect Match

Castrol promoted their products Castrol Rx fuel saver with this campaign names as
Castrol perfect match that was executed by pinnacle management and utility services.
This was conducted at authorized Tata workshops across India, and they covered 25 such
workshop, giving 4 days per workshop.

29 | P a g e
Their objective was to showcase to TG about right engine oil for right engine and to
increase awareness in TG about long drain engine oil and the money that would be saved.
The mode to achieve their objectives was Branding to be done in the workshop, Banner
to paste at the entrance of the workshop. Approaching the walk-ins (T.G) and introducing
the campaign Educating T.G visiting at the workshop through interactive engagement
options.
The activity helped truck drivers and owners and fleet owners to understand how they can
save 1.25% of fuel. And this helped them save around 50000 plus rupees as they travelled
more than a lakh km and owned more than 1 truck. This campaign was a successful one
and to keep the recall in the T.Gs mind, they were given certificate cum calendar that can
be hanged on their truck branded with Castrol.

Campaign Litter Free

Parle Products has launched an out-of-home campaign titled 'Litter Free' in Delhi-NCR
to Encourage citizens, especially the youth, to dispose garbage in the correct manner - in
the dustbin. This campaign is part of Parle's 'Litter Free' CSR project and is in
continuation with the company's TV campaign rolled out earlier this year.
This initiative aims to take forward Parle's anti-littering message in an outdoor setting.
The campaign was executed across Cyber City and Cyber Hub in Delhi-NCR.
The key elements of the campaign include OOH TV screens in buildings playing the
three variations of the 'Parle Litter Free' TVCs (Corporate Boss, Class Monitor and Lady
in the Shopping Mall looking for Mr. Clean), Backlit scrollers, a series of snap posters
and digital pods. The TVC and poster campaign was created by Thought shop
Advertising & Film Productions, Mumbai. The agency has been on Parle's roster from
2009.
The messages being relayed on these include - 'Apne ghar ko saaf rakhna sabko aata hai.
Toh sadkon ko kyo nahin?' and 'Yeh kachrewala ka kaam hai. It's everyone's Comment on
the campaign. Indians are habituated to consuming products and thoughtlessly pitching
wrappers, adding to the volume of littering in public places. Parle products have
disposable wrappers, so they wanted to talk to people, to youth - to educate and create
awareness about this irresponsible behavior. The OOH campaign is aimed at capturing

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our youth's attention, in their environment, with peers and passers-by prompting
conversations and driving them to take responsibility and stop littering. Campaign has
already been seeing that littering has reduced in targeted locations.

Croma launches store in Nashik and gift distribution initiative

Infiniti Retails electronics megastore, Croma, launched its first store in Nashik and 89th
in India on Nov. 3. Peppermint Events & Entertainment won the mandate in a multiagency pitch to manage the entire event including decor, hospitality, invitations, branding
and promotional campaign. About 400 nearby residents attended the launch event.

Croma Moments of Joy Van

Croma on Nov. 9 through an initiative in Mumbai called Moments of Joy Van. The
activity involved a modified Tata 407 van which travelled from Bandra to Oshiwara
distributing gifts to people it met on its way. The vehicle was branded from the sides, top
and front and had a push for joy gift dispensing buzzer button at the back and an
opening from where gifts would come out from.

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3.3 METHODOLOGY
The research methodologies adopted to attain the objectives of this study are:

We went to the meetings and had in depth interaction with the clients from
different sector.

Questionnaires were shared with the clients to fulfill the objective of the study.

Observation of the activities and the process of the activating a campaign

In depth interaction with vendors located in different states

3.3 (a) Research Design

A research design is a framework or blueprint for conducting the marketing research
project. It details the procedures necessary for obtaining the information needed to
structure or solve marketing research problems. In simple words it is the general plan of
how you will go about your research.

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The function of a research design is to ensure that requisite data in accordance with the
problem at hand is collected accurately and economically. Simply stated, it is the
framework, a blueprint for the research study which guides the collection and analysis of
data. The research design, depending upon the needs of the researcher may be a very
detailed statement or only furnish the minimum information required for planning the
research project.

Research Design:
Nature of Research:

1) Exploratory
2) Descriptive

Data collection Source:

Primary and secondary

Data collection method:

Qualitative, Quantitative

Data collection tool:

Interviews, Observation and Questionnaire.

Sample Design
T.G: Our target audiences for this research are clients of pinnacle management from
FMCG and Media & entertainment sector. These clients are from marketing team of the
organization and are responsible or handle BTL activation part of their company. These
clients have been in the industry for than 2 years. They have experience of past BTL
activations of which they were a part of. The T.Gs were asked close ended as well as
open ended questions.

Population frame:

All the clients of Pinnacle management across

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Sampling frame: 10 Clients from Banking and Media & entertainment sector each, who
gave us a meeting to discuss business with them, during our tenure with pinnacle
management and utility services.
Sampling method: Out of the total clients of Pinnacle management, they were divided in
clusters on the basis of sectors i.e. FMCG, Banking, Media & entertainment, Automobile,
Electronics FMCD. Of these FMCG and Media & entertainment were chosen. And from
that sample, simple random sampling method was used to interview T.G or give them a
detailed questionnaire.
Sample size:
10 clients of Banking and 10 clients of Media& entertainment

3.4

LIMITATIONS OF THE REPORT:

The sample size taken by us may not be a true representative for the entire sector.

Data availability constraint due to data confidentiality

Time Constraint (2 months).

The responses maybe biased and not always clear.

Number of meetings with clients from each sector are too less.

Seasonality of future activities of many clients were not clear because their goals
were not yet set

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Chapter 4
ANALYSIS & FINDINGS
BTL activation process for banking client of Pinnacle management and utility
services:

Flow of the process :

Making calls to the clients holding different marketing positions in
Banking organizations
Pitching them about our BTL activation service on call and fixing up a
meeting to discuss our case studies.
Creating a special design of BTL activities that our banking client can
relate to and to attain their objective. Eg: Lead generation design,
awareness of their new product design, Branding their outlet plan etc.
Getting briefs from them. I.e. receiving their BTL activation goal and
other information related to their BTL activity to be done.
Other information includes where to conduct the activity? When to
conduct the activity? For how long? Defining T.G? Purpose of the
activity? Details of their local dealer or retailer (if required). Etc.
Planning a concept/ activity for the client to meet his goals.

35 | P a g e

Cross checking with our operations team and coordinating with them and
getting required data as per planned activity.
Sending the idea and plan in a presentation form to the client and making
needed changes in the plan according to the client and finalizing one
layout of the plan.
Giving the total cost of the activity to client with breakup of cost of each
element.
Coordinating with our vendors and explaining them the plan and idea of
how to execute the particular activity.
Short listing a vendor or agency on the basis of low cost and good quality
that will execute our given Banking BTL activity.
A complete coordination between business development team i.e.
following up with clients and operations team who are following up with
the vendors to ensure smooth and successful execution.
Manpower from company to attend the event to supervise, in case of
activities outside Mumbai, A supervisor is hired and daily updates are
received through mail. And every 4 hour a picture of activity is sent on
whatsapp to stay updated about the activity.
Ensuring that the objective of doing the activity is achieved.
A feedback form is sent to the client to rate Pinnacle management on
various parameters like Quality, Timing, Performance etc.

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BTL Activation and its seasonality in banking and Media & Entertainment clients of
Pinnacle management and Utility services: (from interviews)
BTL activation for a bank happens on a regular basis. I.e. weekly or on weekends.
Banking sector prefers holidays to activate their BTL plan, while Media &
Entertainment industry chooses to carry out an activity for a longer period.

The duration of activity of Media & entertainment industry is longer than Banking
industry activities.
Media & entertainment industry majorly prefer rural activation, while banking
Industry prefers activation in urban areas, and therefore are more seasonal
depending on the festivals and occasions in rural.
Banks prefer doing school contact program, society activations as well as
corporate programs to generate leads through BTL activities.
These activities for bank are done for instant sale their product or services, while
Media & Entertainment industry do BTL expecting results for a longer period.

Ultimate goal behind BTL activity for Media & Entertainment to increase
viewership of that particular TV channel and hence is done for a longer period to

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have a greater impact and hence seasonal.
Both Media & Entertainment and banking industry tend to have more activities
during festivals.
1. Out of 60 calls, how converted into Meetings in the month of may and June

T.1

Out of the total meetings fixed, 29 were in the month of May, and 17 in the month
of June.
25 meetings were from Media sector, while 21 were from banking sector.

2) Out of total 20 meetings, total opted for urban/ rural activity

T.2

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Of the total 20 meetings, 10 from each media & entertainment and Banking, 10
clients chose urban BTL activity while 10 chose rural BTL activity.
6 Media & entertainment marketers chose to do rural activation, while 8 banking
marketers chose to do BTL activity in urban places.

3) If Urban, then activities preferred by them.

T.3

Under urban activities, mall activity was preferred by 2 marketers, 6 marketers

chose society activation and school contact program was chosen 1 each by Media
& entertainment and banking sector client.
One marketer chose retail BTL branding while 3 banking marketers chose
corporate activation.

4) If rural, are Melas and Haats data important to them?

T.4

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Out of the 10 marketers who chose rural activation, 8 found Haat/Melas data very
important (6 media, 2 banking).
While 2 banking marketers didnt find it so important.

5) Preferred months to conduct BTL by marketers.

T.5

Out of 20 marketers, 13 (5 banking, 7 media) votes went to the span from

November to February crucial period to conduct activity.
While 17 vote were for the span from march to June, and only 1 banking client
found July- October crucial period to do BTL activity

6) If rural, Marketers preference in rural activation.

T.6

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Of those who chose rural activity as their preference, 4 votes from media
marketers went to canter activation.
5 marketers vote (4 media,1 banking) went to Haat/Mela activation and 2 vote
went for wall paint branding and only 1 chose Dealer board

7) Budget of their activity

T.7

3 banking clients had a budget of upto 20k, while 5 banking clients had budget
between 20k to 1 lakh and 2 Media & entertainment client had the same range of
budget.
5 marketers (2 banking, 3 Media & entertainment) had budget above 1 lakh till 4
lakh, and 5 Media & entertainment marketers had budget above 4 lakh for their
BTL activity.

8) Duration of their activity

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T.8

One banking and one media marketer chose the duration of their activity as 1 day,
while 6 banking clients chose weekends, and 2 media clients chose 1 week.
While 10 clients (7 media and 3 banking) chose the tenure of their activity for
more than 1 month

9) Do Marketers do BTL activities in monsoon.

T.9

17 marketers (8 Media & entertainment and 9 banking) preferred to not conduct

any activities.
While 3 marketers (1banking, 2 media) chose to do activities on a very rare basis
during monsoon

10) Do marketers prefer to do BTL activities during festivals?

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T.10

12 marketers (9 banking and 3 media & entertainment) chose to do most BTL

activities most of the time during festival.
While 8 clients said they rarely prefer BTL activations during festival of which 7
were Media & entertainment clients.

Chapter 5 Conclusion & Recommendation

Conclusion
Banking sector find potential in rural too, but it becomes very hard to convince
rural population to buy banking products and services, and hence they tend to do
more urban activities
Mutual funds as a market is yet to reach to majority of population in urban too,
hence mutual fund section of banks only do BTL activities in urban, especially in
metros.
Vendors and the operations team for a BTL agency becomes the backbone of the
company, to execute a good event, it is necessary to have strong vendor base and
management.
BTL activation agency should be strong on their creative and innovative ideas,
because to have a successful event or activation it is necessary to come up with a

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new, non repeated idea and attain the objective of the activity.
Banking sector dont do society activities in monsoon as major of their T.G. dont
come out of their home to attend the activity in case of rainfall, and the chances of
activity to fail increases.
The number of new product and services launched in Media & Entertainment
industry are more. i.e. New daily soaps, Movies, music launch, etc. and hence
conducting a BTL activity for Media & Entertainment is very much dependent on
the release date of their services.
Majority of rural activities take place for media & entertainment industry in
Northern part of India, compared to the south.
Rural activities are majorly preferred by Media & Entertainment industry, and
rural activity in monsoon is a difficult task to conduct because of difficult climatic
conditions and poor infrastructure in rural India.
To execute a event in North is less expensive compare to south and more of
potential T.G for media & entertainment sector lies in North.
BTL activations are very much dependent on festivals and local occasions in
rural for Media & entertainment sector
Changing consumer demographics decrease the influence of traditional mass
media (i.e. one-size-fits-all) marketing messages
Growing consumer sophistication heightens the demand for channel-agnostic
communications
Widespread marketing clutter diminishes the impact of commercial messages
that dont address specific and individually relevant consumer needs

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Enhanced information availability empowers both marketers and consumers with
insight that allows for precise customer targeting and intelligent purchase
decisions
Heightened client pressure to deliver quantifiable value by evaluation of ROI of
the marketing initiatives , forces marketing service providers especially
agencies to re-evaluate services platforms
Growing effectiveness of multi channel campaigns (those that cross multiple
media) reinforces demand for tactics that establish one-to-one relationships
between marketers and consumers

Recommendations

Btl activation agencies should focus more on innovative ideas and should focus to
build a strong vendor management system

BTL agencies should gather as much raw and latest data about the rural festivals
and melas and haats to be ready to solve a rural activity problem for a client.

It is very necessary for marketers in the industry to understand the behavior of

their end consumer on the basis of change of season, festivals, monsoon, and
different calendar days in that year

Marketers need to invest more in BTL activation for rural as the messages through
other forms of media in rural is not able to create the best of impacts.

Agencies should focus on minute parts of the events like size of Bill boards,
language spoken by emcee of the event, the likings of local population incase of

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distribution of freebies etc.

Media & entertainment sector should not expect ROI asap. It will take time to
increase the number of viewership of their channel.

Marketers should try to attach Social activity along with their BTL activation to
have a greater impact and recall of their event.

Bibliography
REFERENCES
1. www.agencyfaqs.com
2. www.eventfaqs.com
3. www.exchange4media.com
4. www.adexindia.com
5. Agnew, Hugh Elmer, 1932. Advertising media, how to weigh and
measure. New York: D. van Nostrand
6. Bal Subramanian, S.K., Kumar, V. 1990. Analyzing variations in
advertising and promotional expenditures: key correlates in consumer,
industrial and service markets. The Journal of Marketing 54(2), 57-68.
7. Bloom, Derek (2000), "Measuring the Audience to Poster Advertising,"
International Journal of Market Research, 42 (4), 395-412.

46 | P a g e
8. Carter, Ben (2002), Harnessing the Power of Games," New Media Age,
(January 24), 33-35.
9. Laurent, Gilles, Jean-Noel Kapferer, and Francoise Roussel (1995), "The
Underlying Structure of Brand Awareness Scores," Marketing Science, 14
(No. 3, Part 2
10. Day, George S. and Robert W. Pratt (1971), "Stability of Appliance Brand
Awareness," Journal of Marketing Research, 8 (February),.
11. Dall'Olmo Riley, F., A.S.C. Ehrenberg, S.B. Castleberry, T.P. Barwise, and
N.R. Barnard (1997), "The Variability of Attitudinal Repeat-Rates,"

12. International Journal of Research in Marketing, 437-50

13. Aaker, David A. (1991), Managing Brand Equity. New York: The Free
Press
14. Keller, Kevin Lane (2003). Brand Synthesis: The Multidimensionality of
Brand Knowledge, Journal of Consumer Research, 29 (4), 595-600
15. Leuthesser, L., C.S. Kohli and K.R. Harich (1995). Brand Equity: The
Halo Effect Measure, European Journal of Marketing, 29 (4), 57-66.
16. Keller, Kevin Lane (1993). Conceptualizing, Measuring, and Managing
Customer-Based Brand Equity, Journal of Marketing, 57 (January) 1-22

47 | P a g e

SAMPLE DESCRIPTION

SR.NO
1
2
3

Sector
Banking
Banking
Banking

4
5
6
7

Banking
Banking
Banking
Banking

8
9

Banking
Banking

10
11
12

Banking
Media & Entertainement
Media & Entertainement

Company
ICICI Prudential (BKC)
Kotak mahindra bank
ICICI Prudential (Malad)
UNIVERSAL SOMPO
GENERAL INSUARENCE
ICICI
Bank of India
HDFC Bank
DSP BlackRock Investment
managers
HDFC home loans
UNIVERSAL SOMPO
GENERAL INSUARENCE
Oberoi IBC
Next Gen Publishing

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13
14
15
16
17
18
19
20

Media & Entertainement

Media & Entertainement
Media & Entertainement
Media & Entertainement
Media & Entertainement
Media & Entertainement
Media & Entertainement
Media & Entertainement

Eros International
Sony Mix
Zee Zindagi
Zee Tv
Sony Tv
Sony Mix
Star Utsav
One Network

QUESTIONNAIRE
Age: ____
Gender: ____
Occupation: ____
1) Where are you looking to have your BTL activity?
Urban
Rural
2)

If Urban , What activities are you planning to do?

Mall activity
Society Activation
School Contact Program
Retail branding
Corporate programs

3) If Rural Activities, are Melas and Haats a very important data points for
you? If yes, explain
Yes
No

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Not aware about Haats and Melas

4)

If Rural, What activity are you planning to do?

Canter
Haats/melas
Wall painting
Dealer activities

Define your T.G. _________

Which locations/cities do you plan to do the activity? ________
5)

What is your budget for this activity?

Upto 20k
20.1 k 1ac
1.1 lac 4
lac4 lac +

6)

When do you want to conduct this activity?

November- February
March- June
July- October

7)

For how long do you want to conduct the activity?

1 day
Weekends
One week
One month or more

8)

Do you have your activities in Monsoon?

Yes
No
Sometimes

9) Do you conduct any activities during festivals or special occasions?

Always

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Most of the time

Rarely
No

10) What is the main purpose or the goal behind conducting this BTL activity?
11) BARC is replacing TAM as a new TV rating system. Will this influence BTL
budget and marketers budget on ATL and BTL?
12) BTL activation budgets should be increased? Your comments
13) What is the process you follow and the characteristics you are looking for
before you shortlist a agency to get your work done?

Summer Internship Project

A study of BTL activation process and its Seasonality
for clients of Pinnacle management & Utility services.
(A Project with Pinnacle Management & Utility services)

Submitted in partial fulfillment of the requirements for

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Post Graduate Diploma in Management (PGDM)

Academic Year: 2015

Submitted By

(TEJAS KADAKIA)
Roll No. (78)
PGDM-II, Batch: 2014-16
Chetanas Institute of Management and Research, Bandra (E),
Mumbai 400 051

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DECLARATION
I hereby declare that this report submitted in partial fulfillment of the requirement of the
award for the Post Graduate Diploma in Management to Chetanas Institute of
Management and Research, is my original work and not submitted for award of any
degree or diploma fellowship or for similar titles or prizes.
I further certify that I have no objection and grant the rights to Chetanas Institute of
Management and Research to publish any chapter/ project if they deem fit in
Journals/Magazines and newspapers etc. without my permission.

Place

Mumbai

Date

10th July, 2015

Name

Tejas.S.Kadakia

Class

P.G.D.M- B.; Sem. II

Roll No.

78

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CERTIFICATE
This is to certify that the project submitted in partial fulfillment for the award of Post
Graduate Diploma in Management of Chetanas Institute of Management and Research is
a result of the bonafide research work carried out by Mr. / Ms. (PUT YOUR NAME)
under my supervision and guidance, no part of this report has been submitted for award
of any other degree, diploma, fellowship or other similar titles or prizes. The work has
also not been published in any Journals/Magazines.

Date: 10th July, 2015

Place: Mumbai

Dr. K. C. Pandey
Director
CIMR

Project Guide
:
Prof._______________

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ACKNOWLEDGEMENT
There is no template for this, as it is likely to change from person to person, particularly
since this is a chance for you to acknowledge all those who played a role in the conduct
of the project.
This is one of the few pages of the entire report that is written in first person, so, use of I,
Me, We, Us, etc. is allowed here.
The aim here is to acknowledge and thank everyone who may have played a part in the
completion of the project. These should definitely include the following: Institute
Director,
Dr. Krishna Pandey, your Internal Guide, your External Guide with his Designation &
Name of Company (at the Company), the Mumbai University; & may also include any
other faculty or student who may have helped you in any way, the Institute IT Lab, the
Institute Library and anyone else (fellow student, family or friends) who may have played
a useful role in the successful conduct of the project.

Signature of the Student

Tejas. S. Kadakia