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INDIAN INSTITUTE OF

PLANNING AND MANAGEMENT


Kormangala , Bangalore-560025

A Project Report On
BRAND MANAGEMENT

AND

MEDIA PLANNING

At

SUBMITTED BY : T.KRISHNA CHAITANYA REDDY

Batch: 2010-2012
INDUSTRY PROFILE
Indian Advertising Industry

The Indian advertising industry is talking business today. It has evolved from being a
small-scale business to a full-fledged industry. It has emerged as one of the major
industries and tertiary sectors and has broadened its horizons be it the creative aspect,
the capital employed or the number of personnel involved. Indian advertising industry in
very little time has carved a niche for itself and placed itself on the global platform.

Indian advertising industry with an estimated value of rs13, 200-crore has made jaws drop
and set eyeballs gazing with some astonishing pieces of work that it has given in the
recent past. The creative minds that the Indian advertising industry incorporates have
come up with some mind-boggling concepts and work that can be termed as masterpieces
in the field of advertising.

Advertising agencies in the country too have taken a leap. They have come a long way
from being small and medium sized industries to becoming well known brands in the
business. Mudra, Ogilvy and Mather (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett are
some of the top agencies of the country.

Indian economy is on a boom and the market is on a continuous trail of expansion. With
the market gaining grounds Indian advertising has every reason to celebrate. Businesses
are looking up to advertising as a tool to cash in on lucrative business opportunities.
Growth in business has lead to a consecutive boom in the advertising industry as well.

The Indian advertising today handles both national and international projects. This is
primarily because of the reason that the industry offers a host of functions to its clients
that include everything from start to finish that include client servicing, media planning,
media buying, creative conceptualization, pre and post campaign analysis, market
research, marketing, branding, and public relation services
Keeping in mind the current pace at which the Indian advertising industry is moving the
industry is expected to witness a major boom in the times ahead. If the experts are to be
believed then the industry in the coming times will form a major contribution to the GDP.
With all this there is definitely no looking back for the Indian advertising industry that is
all set to win accolades from the world over. Therefore for more information on Indian
advertising, advertising agencies, marketing and advertising or any related information
please visit www.exchange4media.com.

Advertising & Marketing Industry Profile

In an industry that seems to be feast or famine, this will be the era when ad companies
asked, "Where's the Beef?" In the previous decade, a robust economy and a hot technology
sector helped increase levels of ad spending to fuel the growth of the industry. Holding
companies benefited enormously in this environment and set the tone for the rest of the
industry. The trends these companies follow or set are the same trends that will influence
the rest of the industry for years to come.

Although the idea of the global ad holding company is not new, it was in the 90's that they
flourished. The rise of global brands and multinational companies encouraged the growth
of the holding company-- a single company that could service brands and companies
globally. The holding company structure would also hedge against the eventual ad
downturn by diversifying services to include public relations and other marketing services.
These publicly traded companies enjoyed sky-high valuations (and the ability to fund deals
with their stock) and hit the acquisition trail in the late 1990s, resulting in some
spectacular deals. WPP Group briefly became the world's largest advertising conglomerate
after its $4.7 billion acquisition of Young & Rubicam late in 2000. In 2001 Interpublic
acquired Chicago-based True North Communications for $2.1 billion, and in 2002 Paris-
based Publicis Groupe's acquisition of Bcom3 set the merged company squarely at the
table with the big boys. Not to be left out, US conglomerate Omnicom also completed a
few hundred acquisitions during this period. Each deal spurred on the next as the pool of
potential strategic acquisitions became smaller. The rapid pace of acquisitions left little
time for the holding companies to integrate operations and evaluate the deals before an
economic downturn forced these issues to the forefront.

The ad downturn and subsequent recession revealed weaknesses in the holding companies
strategy. Although the diversified nature of the holding companies did provide a small
cushion as advertising outlays dropped, the companies learned painfully that they were
not recession proof and even though being a public company had its benefits, once things
went south shareholders were quick to criticize. Few firms (large or small) have escaped
the downturn without cost cutting or restructuring, and the holding companies have had
more than their share of both. In addition to changes in management, Interpublic is selling
NFO World Group at a discount, and D'arcy Masius Benton Bowles has been put to pasture
by Publicis. The entire industry is hoping the Olympics and Presidential election in 2004
will provide the boost needed to speed a recovery.

Despite the corporate strategy involved in surviving a downturn, ad firms still continue to
live or die by their creative work. Clients are demanding greater returns for their ad
dollars and have been more than willing to switch agencies that don't measure up to
expectations. The large conglomerates may use size to their advantage but smaller
independent agencies have little trouble competing in the creative arena, with Wieden
Kennedy adding "Just do it" to pop culture vocabulary for Nike and W. B. Doner providing
"Zoom Zoom" to Mazda. Small and independent agencies may also benefit from fewer
outside distractions to focus on creating ads rather than following acquisitions, share
prices, or creative accounting.

The future of the ad industry is not in doubt -- things will get better but only companies
that have positioned themselves correctly will be able to capitalize on the upswing. To do
this, many firms are looking toward technology as the point of departure for huge returns.
The convergence of the Internet with television, the growth of wireless communication,
and the increasing use of digital video recorders all offer new avenues and challenges for
advertisers. Further consolidation (at a slower pace) across national borders is also
expected as ad firms try to deliver global capabilities in an increasingly competitive
market.
COMPANY PROFILE

Ogilvy & Mather is one of the largest marketing communications networks in the world,
with 450+ offices in 120 countries. The agency services Fortune Global 500 companies
including American Express, BAT, BP, Cisco, Coke, DuPont, Ford, Gillette, IBM, Johnson &
Johnson, Kodak, Kraft, Lenovo, Mattel, Motorola, Nestl, SAP, Unilever, and Yahoo!

The quality of our network is based on the strength of our international network, our local
strength and depth across all communication disciplines, our culture of collaboration and
our people.

360 Degree Brand Stewardship


As Brand Stewards, the agency works to leverage the brands of its multinational clients by
combining local know-how with a worldwide network, creating powerful campaigns that
address local market needs while still reinforcing the same universal brand identity. The
hallmark of the agency's brand-building capabilities is 360 Degree Brand Stewardship, a
holistic look at communications, using what is necessary from each discipline to build a
brand.

We believe our role as 360 Degree Brand Stewards is this: Creating attention-getting
messages that make a promise consistent and true to the brand's image and identity. And
guiding actions, both big and small, that deliver on that brand promise. To every audience
that brand has. At every brand intersection point. At all times.

The big ideaL


Many of the most powerful brands are built not just on ideas, but on ideaLs. The addition
of that one 'L' makes all the difference. An 'ideal' is a higher purpose that rallies support
for the brand from many quarters, both inside and outside the company, that provides a
platform for all sorts of great ideas over time, and that generates real support and
ultimately demand.
A big ideaL is not quite the same as a positioning. A brand's positioning could be based on
a purely functional benefit; that it washes whiter or lasts longer. An ideaL, however,
contains an inherent point of view: it is 'a conception of something in its perfection': a
view of how things should be, of how life should be, of how the world should be. It's not
purely functional. It's a belief system which drives everything that a brand does and helps
it to attract widespread support. It's something to be voted on by consumers and
stakeholders who have a bigger vote than ever before.

1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with
no clients and a staff of two, he built his company into one of the eight largest advertising
networks in the world. Today it has more than 450 plus offices in 169 cities.

Our history is the evolution of one man's thoughts, talents, and work ethic translated into a
company culture, a defining business strategy, a destiny.

From the very beginning, David Ogilvy intended to have a different kind of company. He
knew that if he was going to be successful as an expatriate running an under-capitalized
offshoot of an old British firm in the country that invented modern advertising (in the city
that was its epicenter), he would need to build a strong agency brand. The first two
fundamental components of that brand would be the quality and diversity of the people, and
the quality and class of the operation. "Only first class business, and that in a first class way."

The third component was his belief in brands. "Every advertisement is part of the long-term
investment in the personality of the brand."

David worked relentlessly to instill the belief that our job is to make advertising that sells,
and the advertising that sells best is advertising that builds brands. We practice what he
preached. Over the past 60 years, Ogilvy has helped to build some of the most recognizable
brands in the world: American Express, Sears, Ford, Shell, Barbie, Pond's, Dove, and
Maxwell House among them, and more recently, IBM and Kodak.
Adroitly combining the pragmatic with the romantic, David Ogilvy's copywriting was at the
heart of many of advertising's most famous campaigns, including perhaps the best-known
headline ever written for an automobile ad: "At 60 miles an hour, the loudest noise in this
new Rolls-Royce comes from the electric clock." David firmly believed that the function of
advertising is to sell, and that successful advertising for any product is based on information
about its consumer. His copy was written to sell products, and it followed the basic rules of
advertising: research and position the product, develop a brand image, and have a big idea.

Mission

To be the most valued, by those who most value brands.

Vision

O&M plans to increase its operations for the global clientele. The company plans to
establish two development centres, one in Bangalore focused on Database Marketing and
B2B Communications and The other to do the creative for international clients like
Perfetti and Coke, concept development onwards. O&M plans to increase the workforce
engaged in database management and other back-office.
BRANDS SERVICED BY OGILVY
Adidas (since 2007)

Lenovo (since 2005)

Mattel (since 1959)

MetLife (since 2008)

Motorola (since 2000)

Nestle (since 1956)

NexCen Brands (since 2007)

SAP (since 1999)

Siemens (since 2008)

TABASCO (since 2011)

Tobacco Institute (ended 1998)

Unilever (Parent Company) (since 1954)

Vodafone (2009)

SC Johnson (2011)

American Express (since 1962)

Amway (since 2009)

British Gas (since 2008)

BP (since 1999)

Citizens Financial Group (since 2010)

Cisco (since 2002)


Coca-Cola Company (since 2001)

DHL (since 2002)

DuPont (since 2003)

Gap (since 2011)

Gillette (since 1962)

GlaxoSmithKline (since 1983)

IBM (since 1994)

COMPETITORS:
Here is a quick sneak peek at the top ten advertising firms of India as of today.

1. Ogilvy & Mather is an international advertising, public relations and marketing


agency established in 1948. This New-York based firm operates in 125 countries
across the world, with its Indian operation centreOgilvy Advertisingin Mumbai.
Ogilvy & Mather is the creative team behind Indias most successful and renowned
brands such as Hutch (Vodafone), Cadbury, Asian Paints and Fevicol. The O&M
network offers services to countless Fortune Global 500 companies across the
world. Ogilvy Advertising continues to remain Indias number one advertising
agency.

2. Popularly known as JWT, J Walter Thompson is headquartered in New York having


offices in over 90 countries. It was set up in 1864 and even today, continues to
create, innovate and define the world of communication in India. JWT has many
feathers in its cap including Nestle, Cadbury, Bayer, Ford, Nokia and Unilever.
Among its several accolades, JWT was recently proffered with the Grand Prix
award at the 2008 Cannes Lions International Advertising Festival for the Lead
India campaign.

3. Mumbai-based Mudra Communication was set up in 1980 with the aim of using the
art of communication to express ideas that shape its brands. The Mudra team
focuses on its consumers and their needs and experiences. Its four agency networks
ensure a customized and collaborative approach to create a brand experience for
its clients. Mudra Communication has promoted famous brands like Neutrogena,
HBO, Philips, Reliance NetConnect, Big Bazaar and Mary Kay in such a way that it
creates a lasting impression in the hearts of the its consumers.

4. FCB Ulka Advertising Ltd., since its inception in 1961, has continued to be among
the top 5 advertising agencies in India. This companys aim has always been to
create advertising that is noticeable and that is most relevant to the buyer, not the
seller. Some of FCB Ulkas successful ads include Tata Indicom, Whirlpool, Zee
Cinema, Santoor, Sunfeast and Amul, among others. FCB Ulka is considered as a
turnaround specialist that indulges in more than just brand building.

5. Rediffusion DY & R is a Mumbai-based advertising agency that was set up in 1973.


It focuses primarily on integrated PR services and media relations. This firm stands
proud at number 5.

6. The tagline Thanda Matlab Coca Cola is the brainchild of one of Indias leading
advertising agenciesMcCann Erickson India Ltd. McCann Erickson was born out of
a successful and profitable merger in 1930, and its offices in Australia, Southeast
Asia, Latin America, Europe and India speak volumes about its advertising success
till date. One of the many feathers in its cap is the famous brand line For
everything else, theres MasterCard.

7. RK Swamy BBDO Advertising Ltd. is one of Indias leading integrated


communication services providers, which is committed to developing marketing
solutions for its clients. Its focusto offer intelligent, cost -effective and creative
solutionshas led it to achieve a remarkable double-digit growth in the past
recession-hit period. R K Swamy BBDO is a subsidiary of the R K Swamy Hansa
Group, which boasts of over 1000 employees and operations across India and the
USA.
8. Grey Worldwide (I) Pvt. Ltd. is a Mumbai-based advertising agency specializing is
providing effective advertising and marketing solutions. With offices in Delhi,
Kolkata, Bangalore and Ahmedabad, Grey Worldwide India Pvt. Ltd. is part of the
larger family called the Grey Global Group. Following are some of the brands that
feature on Grey Indias noteworthy list of clients: Hero Honda, Maruti Suzuki,
Nestle, Indian Oil, Ambuja Cement, UTV, P&G and Godrej.

9. The creative team of Leo Burnett India Pvt. Ltd. has, over the years, successfully
offered consumers with powerful brand experiences using ads like McDonalds,
Heinz, Complan, Bajaj and HDFC, to name a few. A regular award winner at the
Cannes festival, Indias Leo Burnett has been proclaimed as one of the most
creative agencies of the country.

10. Since its inception in 1986, Contract Advertising India Ltd. has skillfully delivered
successful results to its high-profile clientele including Tata Indicom, Religare,
Asian Paints, Dominos Pizza, SpiceJet, Samonsite and American Tourister. Contract
Advertising India Ltd. is known for its one-of-a-kind specialty divisions that provide
complete advertising solutions. These divisions include DesignSutra, iContract and
Core Consulting.

TYPES OF JOB PROFILES IN AD


AGENCIES

Advertising Agencies generally prefer those individuals who have a creative bend of mind,
can think independently but work well in teams. If you are interested in pursuing a career
in advertising, you must be highly goal driven and work well in time pressures. Since this
industry is very competitive, you must be willing to give your best at all times to make a
successful career.

Let's take a look at some of the exciting & profitable career options within the various
departments of an Advertising Agency / Advertising Industry -
Creative Department Jobs within an Advertising Agency - The creative department is
responsible for brainstorming, planning and combining ideas to create the actual
advertisements.

Creative Director: is responsible for overseeing and managing the overall


responsibilities of the creative department. Usually an experienced person with a
creative bend of mind

Copywriter/ Junior Copywriter: can also be called as a wordsmith. Generally a


person having the ability to create magic with innovative use of words is called a
copywriter. The copywriter is responsible for transforming ideas into words, writing
the body copy for advertisements etc.

Art Director: is an artist with strong visualization & drawing skills. This is the
person who oversees the work of graphic artists. In some smaller agencies, the Art
Director takes the complete responsibility of designing and converting ideas into
awe-inspiring visuals within an ad - from ad layouts, to storyboarding and
compilations.

Business / Client Servicing / Account Services - Jobs with Ad Agencies - This department
plays a major role in generating business and handling various accounts of Advertising
Agencies.

Account Manager : The Client Servicing department forms the link between the
client and the advertising agency. The Account Manager is the face of the ad
agency and is responsible for clearing understanding the clients' needs and
expectations. Once this is done, it is the Account Manager's job to communicate to
his agency what the client needs from the agency. This makes the job of the
Account Manager very crucial. The Account Manager must be a level headed person
with strong communication skills and a pleasant personality.

Research & Media Planning Department - Careers within an Advertising Agency - This
department is responsible for picking out the best combination of media tools for
broadcasting the advertisements.

Media Planner : selects an optimum mix of media vehicles that will provide
maximum visibility to the ads resulting in maximizing sales of the client's products.
The media planner must have a thorough understanding of the client's products,
target customers and their buying patterns along with a knowledge of each media
vehicle.

Researcher : The market research department / executives are given the responsibility of
researching and studying consumer buying patterns and behavior. This individual must be
able to analyze data and information resulting from customer surveys and other analytical
studies.

Mckensys7s frame work with special


reference to organization under study

Mckensys7s frame work

Structure: The structure is more of a flat one, with 5 levels working


together as a co-ordinated decision maling unit.
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SKILLS AND TRAITS


Skill:

Creative skills:

Creative Director (CD) is one who oversees the creative team to help
develop the agency's creative product for clients. This team includes
copywriters and designers. The CD also works with Account Executives to
make sure the client's needs are being met and the creative goals are on
track. CDs also develop every aspect of an ad campaign based on the
client's marketing plan, conceptualize those ideas for clients, assign
projects to staff and verify the client's deadlines are being met.
The creative department

1) Art- The art department has the skills to transfer the idea into a
visual form and are specialised in choosing designs and graphics and
work with various softwares such as Corel Draw, Adobe
Illustrator,etc
2) Copy- They have the skills to conceive ideas for the ads and write
the headlines, subheads and the body copy. They are also involved in
deciding the basic theme of the advertising campaign, and often
they do prepare the rough layout of the print ad or the commercial
story board.

Account service department


The account service, or the account management department, is
the link between the ad agency and its clients. Depending upon the
size of the account and its advertising budget one or two account
executives serve as liaison to the client. The account executives
job requires high degree of diplomacy and tact as misunderstanding
may lead to loss of an account.
The account executive is mainly responsible to gain knowledge
about the clients business, profit goals, marketing problems and
advertising objectives.
The account executive is responsible for getting approved the
media schedules, budgets and rough ads or story boards from the
client. The next task is to make sure that the agency personnel
produce the advertising to the clients satisfaction. The biggest role
of the account executive is keeping the agency ahead of the client
through follow-up and communications.

Planning department
The planning arm of an advertising company is geared with skills of
analyzing survey data, polls and other market research to gauge the target
market of clients. Planning professionals are often well versed in
mathematical modeling, project design and communications methodology.
The training for all the above skills is given in the form of internship or
management trainee. The young passionate are hired and are given
practical exposure in their areas of interest.
Style:

The style of decision making is:

Top Down approach-The information flows from the top management


about new leads and client needs.
Participative- where review meetings are held on a daily basis and
new ideas are discussed. Even the media decisions are taken in the
same manner.

Strategy
The planning department starts their understanding of the client
with a market research. They understand the market behaviour by
observation, customer interviews and secondary research on the
internet, newspapers, magazines, etc

System:

Hiring procedure
The hiring system in an ad agency is unique. It normally starts with
hiring a passionate young graduate as an intern/ management trainee who
is given practical exposure in his/her area of interest. The trainee is guided
as he/she is working on projects of the ad agency and is absorbed gradually
once they prove their worth.
SWOT Analysis of the
company
Opportunities

Increase in the mediums and options of communication ( Mobile phones, internet,


blogs, networking websites)
Increasing advertising from new sectors and types of companies/ organizations or
individuals ( electoral advertising, social causes, personal, property advertising,
etc)
Global recognition and appreciation to Indian agencies which allow them to go
global and get international clients.
Threats

The competition in the advertising field is increasing and the threat is increasing
with the creative employees of leading ad agencies coming out and starting their
own.
Talent erosion which lead to creative employees moving to other sectors like IT,
etc.
Vendors an boutique agencies offering adhoc and short term services and one of
jobs to clients
Thereby making the clients less dependent and wanting to go for large agencies/
long term contract.
Strength

Brand name of the organization


It has a pool of talented, creative human power
It has the advantage of providing the best solutions at lower prices to big
companies such as WIPRO and AMRL SEZ.
Weakness

Like any other agency attrition is the visible weakness.

JOB PROFILE
My job profile in Ogilvy was to work in account management team. I was
assisting a account manager [Brand Manager].The team consisted of 3
people handling 4 Brands namely bingo, Deepam silks , address makers and
quco.

I was mainly handling BINGO and DEEPAM SILKS. I worked for the BINGOS
new flavour TEDHE MEDHE and TANGLES. I also worked for DEEPAM SILKS
NEW CAMPAIGN for varamahalakshmi where new photo shoots were co-
ordinated by me.

In Ogilvy both account management and media planning is done by account


management team.

I was part of media planning program for bingo along with my manager and
clients for about 2 months.
Learning experience gained
The very purpose of internship was fulfilled to the maximum, keeping in
mind the limitation of time. The learning experience began right from the
first day.

My primary objective of learning was to get practical exposure to the


advertising industry and to observe and learn how an ad agency works. With
regard to this, I learnt that an ad agency follows a workflow process, which
can be attributed to any ad agency in general. The process begins with the
ad agency getting a Marketing Brief from the client in terms of the
positioning required, the purpose of the advertising and the facts to be
highlighted in the ads. This brief is taken by the client servicing department
and is passed on to the creative department, and this is known as the
Creative Brief. The creative department, which composes of the Art and
the copywriting department starts visualising the idea, based on the brief.
In fact, the idea can come from any department, as long as it is creative
and effective. The planning department meanwhile starts researching the
concerned market and the clients competitors and provides useful inputs to
the creative department. The finished ad copy is then shown to the client
who accepts/ rejects or even suggests changes, post to which it is printed
or developed into a campaign.

My project topic encouraged me to prepare a presentation and present it to


the client and was a great opportunity to participate in my first ever client
meet. I learnt how clients decide the ad agency carefully and how the ad
agency presents its previous work with testimonials to rope in the potential
client, with this process known as Pitching.

All in all, the internship was an outstanding learning experience, with great
learning, practical exposure and an opportunity of self-analysis. I would like
to conclude by saying that I hope the internship learning will act as a bridge
to land into the abode of creative opportunities, the Advertising industry.