RIZVI INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

PROJECT REPORT

TO STUDY THE EFFACTIVENESS OF

ADVERTISING AND BRAND MANAGEMENT
FOR THE PROJECT
RATHI AAMRAI
OF
SPACE SYNERGY
NASHIK

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

FOR THE PARTIAL FULFILLMENT OF THE DEGREE

BATCHLOR OF BUSINESS ADMINISTRATION

BY:

T.Y. BBA ROLL N0 -19

YEAR 2015-2016

ASHOKA CENTRE FOR BUSSINESS AND COMPUTER

STUDIES
 RIZVI INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

GUIDED BY:

MRS. VANDANA SHARMA

(ASSISTANT PROFESSOR)

CERTIFICATE

This is to certify that Mas. Karan Sunil Kotwal, pursuing his

BBA 3rd Year has successfully completed his Project :
Advertising and Brand Management in two months.

We found him obedient, hardworking, result oriented and

sincere. He always tried to be a part of the team. We take this
opportunity to wish him all the best for his future endeavors.

For
SPACE SYNERGY

Modaram Chaoudhari
Partner

Place : Nashik
Date : Feb 28, 2016
 RIZVI INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

ACKNOWLEDGEMENT

I extend my thanks for guidance, kind co-operation and timely motivation without
which my project would not have been completed on time. I take immense
pleasure to thank Mrs. Archana Ghatule, our principal and Mrs. Vandana Sharma
my project guide for their guidance and support.

I sincerely thank Space Synergy, Nashik for giving me the opportunity to learn. I
acknowledge profound sense of gratitude and sincere thanks to the staff and
customers of Space Synergy, Nashik.

I would like to thank to the partner of Space Synergy, the marketing head Teddy
Cherion and other marketing team members, the staff Neelam Chavhan, Devram
Wadkar, Aviskar Bhujbal and Rajendra Kamble who gave their valuable time
throughout my project. Providing all the relevant information along with valuable
suggestions and recommendations when and where I required.
 RIZVI INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

DECLARATION

I hereby declare that the project report namely ADVERTISING & BRAND
MANAGEMENT OF SPACE SYNERGY, NASHIK is the product of my sincere
effort, carried out under guidance of Mrs. Vandana Sharma. The project is
submitted by me alone at ASHOKA CENTRE FOR BUSINESS AND COMPUTER
STUDIES for the partial fulfillment of the course BACHELOR OF BUSINESS
ADMINISTRATION, and the report has not been to any other educational institute
for other purpose.
 RIZVI INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

EXECUTIVE SUMMARY

The title of the project is to study the subject Advertising and Brand
Management and its effectiveness on a new upcoming project in Nashik.
The project is all about studying the scope of advertising and brand
management.

The project includes what exactly the project is about, its meaning and type
of data collection. It included how advertising and brand management go
hand in hand. The brand should be given good support so that it can
sustain itself in long run. It is essential to manage all brands and build
brand equity over a period of time. Here comes importance and usefulness
of brand management. Brand management helps in building a corporate
image. A brand manager has to oversee overall brand performance. A
successful brand can only be created if the brand management system is
competent.

The introduction and objective of the project has been clearly defined and
mentioned. The research methodology for completing the project effectively
is also mentioned.

The organizational profile and product profile has been briefly mentioned to
cover all the relevant points for understanding the organization Space
Synergy and the product Rathi Aamrai.

The data collected has been analyzed and interpreted.

Questionnaire and observation methods have been used to understand the

customers requirement and psychology in the present market scenario.

Further it is concluded that advertising and brand management has a very

influential effect and plays a vital role to change customers mind frame.
 RIZVI INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

INDEX

No. Particulars Page No.

1. Title Page 01
2. Certificate of the College 02
3. Certificate of the Organization 03
4. Acknowledgement 04
5. Declaration 05
6. Executive Summary 06
7. Index 07
8. Introduction : 08 - 09
a) What is a Project.
b) Why did I take this Project.
9. Objective : 10
a) Objective of doing a project.
b) Objective of why I am doing this project.
10. Research Methodology 11 - 12
11. Organizational Profile : 13 - 14
a) The Organization
12. Product Profile : 15 - 21
The Product, The Project Rathi Aamrai
13. Theory 22
14. Data Analysis & Interpretation 24
15. The Findings & Recommendations 25
16. Annexure : 26 - 28
a) Questionnaire
b) Bibliography
 RIZVI INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

INTRODUCTION

1. What is a project.

Definition of project :

Project management institute USA:

A project is a system involving the co-ordination of a number of
separate department entities through the organization which must be
completed within prescribed schedules and constraints.

Project management scholars:

A project is a unique and non-repetitive activity aimed systematically
coordinating inputs in the direction of intended outputs.

A project may also be defined as a scientifically evolved work plan devised

to achieve a specific objective within a specific period of time. The objective
may be to create, expand and develop certain facilities in order to increase
the production of goods and services in the community.

Meaning of the project :

The project is an economic activity with well-defined objectives and

having a specific beginning and end. A project is a scientific and
systematic study of real issue or a problem intended to resolve the
problem with the application of commerce and management
concepts and skills. The study can deal with a small or big issue in a
division or in an organization.

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Project work is a method of discovering truth, through critical

thinking. Project work is nothing but a systematic process and it is
composed of several prescribed steps such as:
Identification of a small research problem.
Formulation of hypothesis.
Design of the project work to test hypothesis.
Observation of variables.

Essentials objectives of a project :

Imparts new knowledge.
Helps to analyze new problems.
Assists in evolution of projects plans.

The project is to study Rathi Aamrai and study the effectiveness of

advertising and brand management in selling the project.

Why did I take this Project?

The reasons for choosing the topic of Advertising & Brand Management of
a real estate & construction firm being the present depressing state of the
real estate sector and the exciting & challenging role to be played for sales
in such a market scenario through the medium of Advertising & Brand
Management. Also, a breakthrough in the said Firm by working on the said
topic, as I am inclined to join the said Firm Space Synergy post
completing my Graduation studies.

Advertising and Brand management begins with having a thorough

knowledge of the term Advertisement &brand. It includes developing a
promise, making that promise and maintaining it. It means defining the
brand, positioning the brand, and delivering the brand. Brand management
is nothing but an art of creating and sustaining the brand. Branding makes

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customers committed to your business. A strong brand differentiates your

products from the competitors. It gives a quality image to your business.

Advertising and Brand management includes managing the tangible and

intangible characteristics of brand. In case of product brands, the tangibles
include the product itself, price, packaging, etc. While in case of service
brands, the tangibles include the customers experience. The intangibles
include emotional connections with the product / service.

Branding is assembling of various marketing mix medium into a whole so

as to give you an identity. It is nothing but capturing your customers mind
with your brand name. It gives an image of an experienced, huge and
reliable business.

And with the help of advertisement the brand can capture the niche market
for your product / service and about creating a confidence in the current
and prospective customers minds that you are the unique solution to their
problem.

The aim of advertising and branding is to convey product message vividly,

create customer loyalty, persuade the buyer for the product, and establish
an emotional connectivity with the customers. The primary aim of
advertising and branding is to create differentiation. The brand should be
given good support of advertisement so that it can sustain itself in long run.

I took this project to know what is the market scenario and how to sell the
project Rathi Aamrai in such a market scenario.

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OBJECTIVES

Objective of doing a Project :

To understand the concept of advertising and brand management of

Space Synergy, Nashik.

To study and analyze the effectiveness of advertising and brand

management with reference to customer response and customer
satisfaction.

To understand the procedure of advertising and brand management

for a project from the initial stage.

To understand the scope of advertising and brand management for

a project.

To understand how advertising and brand management helps

increasing sales.

To understand advertising and brand management helps producers

to know their competitors and plan accordingly to meet up the level
of competition.

To understand how advertising and brand management helps

creating goodwill for the company.

To understand the demand of the product keeps on coming with the

help of advertising and brand management and how demand and
supply becomes a never ending process.

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Objective of why I am doing this Project :

To understand the importance, scope and effectiveness of

advertising and brand management for this project and to know to
minute detail of procedure adopted for advertising and brand
management for a proposed project called Rathi Aamrai.

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RESEARCH METHODOLOGY

Research is a systematic and objective analysis and recording of controlled

observation that may lead to development of generalization, principals or theories
resulting in prediction and perhaps ultimate control of events.

Just as a method refers to the technique used to collect data on empirical results,
research methods are all those methods / techniques that are used to conduct the
process of research. On the other hand, methodology refers to the logic of
scientific investigation. It denotes describing, explaining, justifying the methods of
research and not the methods themselves.

Research methodology can perceived as a science of studying how research is

done scientifically or pick out the rules for reasoning. Research methodology has
many dimensions and research method constitute a part of research methodology
e.g. survey method, experimental method, case study method and so on.

The scope of Research methodology is wider than that of research method. It is

an important tool in researchers tool bag.

Training is Research methodology impart to the learner the necessary skills

required to gathering materials, conducting field work, using statistical tools etc.
and instill confidence to even take up research as a career in any field where
research is required.

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Meaning of Research :

Research is a careful investigation or enquiry especially through search for new

facts in any branch of knowledge.
Research is a careful enquiry for the examination to discover new information or
relationship and to expand and to verify existing knowledge.
A Methodology is usually a system of guideline for solving the problem, with
specific components such as phases, tasks, methods, techniques and tools.
Research methodology involves research design, selection of data, collecting
methods, sample selection, to be adopted to conduct the project.

Types of research :

Research can be classified from three perspectives:

1. Application of research study :

a) Pure research
b) Applied research

2. Objectives in undertaking the research :

a) Descriptive
b) Correlational
c) Explanatory
d) Exploratory

3. Enquiry mode employed :

a) Structured approach
b) Unstructured approach

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Characteristics of Research :

Research is a process of collecting, analyzing and interpreting information to

answer the questions.

But to qualify as research, the process must have certain characteristics: it must,
as far as possible, be controlled, rigorous, systematic, valid & variable, empirical
and critical.

Adopted Research Methodology :

1. Discussion with the Partner of the organization.

2. Discussion with marketing team.
3. Product profile made by the advertising agency called as Clarity First.

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ORGANSATIONAL PROFILE

Set out to create a stellar benchmark for the housing sector in India, Space
Synergy has made a foray to synthesis functionality, innovation, supreme quality
and subtle indulgence in the real estate sector. Built on resilient principles of
corporate & operational transparency and superior product quality.
Space Synergy strongly believe that the residential projects needs to have a
combination of architecture and engineering ethos to generate innovative and
sustainable homes for consumers.

THE DEVELOPERS
The Developers has formed a Partnership Firm under the name and style SPACE
SYNERGY as a Special Purpose Vehicle (SPV) for development of project
RATHI AAMRAI.

The current partners on board are :

1. Bedmutha Sons Realty Ventures Pvt. Ltd.

Through its, director
Shri. Vijay Kachardas Vedmutha

2. Shri. Sunil Sudhakar Kotwal

3. Shri. Pravin Chenmal Lunawat

4. Shri. Modaram Poonaram Chaudhari

THE MISSION

To evolve into an industry benchmark by spearheading quality oriented projects.

The Developers has created an exceptional framework of design, infrastructure

and development with a team of dedicated and innovative professionals. With
conviction in providing premium services, there is a believe that they have what it

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takes to become an industry benchmark. This sense of perfection permeates in all

our business activities of the company.

THE CONCEPT & VISION

Purely a residential project.

The project should be Talk Of The Town.
A meticulously executed project.
A project for HNIs of Nashik and around Nashik.
Use of excellent designs, materials and workmanship.

Time bound deliveries.

Creation of a land mark project which will be a bench mark in Nashik.

Vision of The Developers was to establish a strong Brand and together carry out
many such other landmark projects which will be considered as epitome of
excellence.

The Developers believes that the quality of a home must improve the quality of the
homeowners life. This it is not just building quality homes, but also about creating
lifestyles of its own.

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THE MEDIA VISSION

PR

Mobile
Intranet
Events

Collaterals
SPACE Campaigns

SYNERGY
Website
Content

Social Media
Thought Leadership

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PRODUCT PROFILE

The project Rathi Aamrai is a high end purely Residential Project (Beverly Hills
of the city).

Rathi Aamrai will be Choice of Elite

Rathi Aamrai : The Business of luxury

Luxury is a relative term

.. that could refer to almost anything or nothing

.. depending on whom you ask.

It will be Palace in the Sky.

Deep in green, just a safe distance from the banks of river.

Surrounded by severe silence and yet the rest of the world is at a distance of a
stone throw.

Rathi Aamrai will be artistically crafted 88 palace in sky.

62 of them are 4.5 BHK measuring around 3500 Sqft. each.

26 of them are 3.5 BHK measuring around 2500 Sqft. each.

In 3 towers of 13 floors each & 1 tower of 10 floors.

Totaling saleable area around 3 lakhs Sqft.

CAMPUS CONTAINS :
1. Main Entrance and Security Cabin
2. Internal Driveway
3. Parking Lot
4. Waiting Lounge
5. Club House

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6. Gymnasium
7. Children's Pool
8. Swimming Pool
9. Pool Deck
10. Open Space
11. Lawn
12. Toddler's Play Area

RATHI AAMRAI - TOWER 'A' 'B' 'C' 'D'

ARCHITECTURAL / CIVIL - SPECIFICATIONS

STRUCTURE
P + 13 Floor RCC
Masonry walls of Light weight Airated Blocks - Ecolite.
Internal walls of gypsum smooth finish
External walls of sand faced rough plaster

FLOORING/SKIRTING/CLADDING:
Lobby, Hall, Dinning, Passage:
Kitchen:
Bedroom 1:
Toilet 1:
Bedroom 2 & 3:
Toilet 2 & 3:
Servant Room:
Servant Toilet:
Deck:
Terrace:
Utility:

SLIDING DOOR:

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DOORS:
Main Doors:
Bedroom Doors:
Toilet Doors:

PLUMBING:
CP Fittings:
Sanitary Fixtures:

ELECTRICAL:
Switches:
Pipes & Cables:

PAINTING:

Lift:

RATHI AAMRAI - TOWER 'A' 'B' 'C' 'D'

ARCHITECTURAL / CIVIL - SPECIFICATIONS

STRUCTURE
P + 13 Floor RCC
Masonry walls of Light weight Airated Blocks - Ecolite
Internal walls gypsum smooth finish
External walls of sand faced rough plaster

FLOORING/SKIRTING/CLADDING:

Lobby, Hall, Dinning, Passage:

Flooring & Skirting Superior quality Italian Marble for Flooring & Skirting -
Perleto Marble Italy.

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Kitchen:
Flooring & Skirting Superior quality Vitrified tiles for Flooring &
Skirting/Cladding - RAK.
Bedroom 1:
Flooring & Skirting Superior quality Wooden Flooring & Skirting - PERGO
USA.

Toilet 1:
Flooring & Skirting/Cladding Superior quality Vitrified Tiles for Flooring &
Skirting/Cladding - RAK.
Bedroom 2 & 3:
Flooring & Skirting Superior quality Vitrified Tiles for Flooring & Skirting -
RAK.

Toilet 2 & 3:
Flooring & Skirting/Cladding Superior quality Vitrified Tiles for Flooring &
Skirting/Cladding - RAK.

Servant Room:
Flooring & Skirting Vitrified Tiles for Flooring & Skirting.

Servant Toilet:
Flooring & Skirting/Cladding: Superior quality Ceramic Tiles for Flooring &
Skirting/Cladding.

Deck:
Flooring & Skirting Superior quality Italian Marble for Flooring & Skirting -
Perleto Marble Italy.

Terrace:
Flooring & Skirting Superior quality Vertified Tiles for Flooring & Skirting -
RAK.

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Utility:
Flooring & Skirting Superior quality Vitrified tiles for Flooring &
Skirting/Cladding - RAK.

SLIDING DOOR:
Sliding Door from Living to Deck in specially extruded Aluminium sections
from Jindal. All sections Powder-Coated.

DOORS:
Main Doors: Main door Frame Indian Teak Wood.
Main Door Shutter of 35 mm thick both side laminated & hardware from
OZONE.

Toilet Doors: Doors Door Frame in Black Granite.

Door Shutter of 35 mm thick water proof both side laminated & hardware
from OZONE.

PLUMBING:
CP Fittings: CP Fitting - TALLIS from GROHE - Germany.
Sanitary Fixtures: Sanitary Fixtures - Patio from Kolher - USA

ELECTRICAL:
Switches: All Switches from LEGRAND.
Pipes & Cables: Pipes & Cables from FINOLEX.

PAINTING:
Plastic Emulsion paint of reputed make for Ceiling.
Plastic Emulsion paint of reputed make for Walls.

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Lift:
Total no. of 2 Lifts fully automated from KONE - Hensinki (Finland) shall be
provided for each Block.

Phases of Brand Communication :

Phase1 Pre-launch

Phase 2 Launch

Phase 3 1 to 6 Months

Phase 4 6 to 12 Months

Phase 5 12 to 24 Months

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Brand Identity and Positioning Considerations :

Location Premium
Captive legacy Mango Orchard
Repute of People Associated
Green Grey Ratio for development
Personalization of customer connect
Old age class

The Market :

A. Nashikar B. Nashikite

RATHI
F. C. Nashik
AAMRAI Upcountry
NRI/Investors
The Luxury of
Sweetness

E. Govt. Officials D. Metro Connects

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PRIMARY MEDIA MIX :

Newzspapers Hoarding
Magazines Multiplex Display
Multiplex
Screens

Print OOH

Activatio
Digital
Structured
n
One on One SEO -KEY
meetings WORDS
Focus group PPC
events GDN - DISPLAY
Industry Events BANNERS
NRI Events E MAILERS
SOCIAL MEDIA

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THEORY

Advertising

Advertising is a form of marketing communication used to promote or sell

something, usually a businesss product or service. In Latin, ad vertere means "to
turn toward". The purpose of advertising may also be to reassure employees or
shareholders that a company is viable or successful.

Hierarchy-of-effects models

Various competing models of hierarchies of effects attempt to provide a

theoretical underpinning to advertising practice.

The model postulates six steps a buyer moves through when making a
purchase:
Awareness
Knowledge

Liking

Preference

Conviction

Purchase

Types of Advertising :
Television Advertising
Desktop Online Advertising
Mobile Advertising
Newspaper Advertising
Magazines
Outdoor Advertising
Radio Advertising
Cinema

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Approach of Advertising :
Rise in new India
Niche Market
Crowdsourcing
Global Advertising
New Technology
Advertising Education

Brand management

Brand management begins with having a thorough knowledge of

the term brand. It includes developing a promise, making that
promise and maintaining it. It means defining the brand, positioning
the brand, and delivering the brand. Brand management is nothing
but an art of creating and sustaining the brand. Branding makes
customers committed to your business. A strong brand
differentiates your products from the competitors. It gives a quality
image to your business.

Brand management includes managing the tangible and intangible

characteristics of brand. In case of product brands, the tangibles
include the product itself, price, packaging, etc. While in case of
service brands, the tangibles include the customers experience.
The intangibles include emotional connections with the product /
service.

Branding is assembling of various marketing mix medium into a

whole so as to give you an identity. It is nothing but capturing your
customers mind with your brand name. It gives an image of an
experienced, huge and reliable business.

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It is all about capturing the niche market for your product / service
and about creating a confidence in the current and prospective
customers minds that you are the unique solution to their problem.

The aim of branding is to convey brand message vividly, create

customer loyalty, persuade the buyer for the product, and establish
an emotional connectivity with the customers. Branding forms
customer perceptions about the product. It should raise customer
expectations about the product. The primary aim of branding is to
create differentiation.

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DATA ANALYSIS & INTERPRETATION

The process of evaluating data using analytical and logical reasoning to examine
each component of the data provided is data analysis. To complete the procedure
of data analysis, the data has been collected from various sources :

Studying the product profile.

Understanding the presentation drawings.

Personal visit to the site.

Understanding the proposed standard amenities.

Understanding the production plan.

Understanding the sale policy.

Understanding the sale strategy.

Studying the legal documents.

Meeting with marketing consultant.

Discussion on various advertising and brand image preferences.

Data from various sources is gathered, reviewed and then analyzed which also
includes data mining, text analysis, business intelligence and data visualizations.
It is being interpreted that there will be systematic launching of the project and
timely sales will be done. The prospective customers of the project will be highly
satisfied with the kind of work Space Synergy will do in their proposed project
Rathi Aamrai. The project will be Talk Of The Town. It will be meticulously
executed project. There will be use of excellent designs, materials and
workmanship. Time bound deliveries will be the priority. It will be a creation of a
land mark project which will be a bench mark in Nashik.

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FINDINGS & RECOMMENDATIONS

Findings :

The heart of every business success lies in its marketing. Most

aspects of every business depend on successful advertising.

The overall marketing umbrella covers advertising, public relation,

promotions and brand management.

For a business to succeed, the product or service it provides must

be known to potential buyers.

Unless your business is known in the community and have

communication with your customers readily available, you have to
use advertising strategies to create product or service awareness.

Without advertising, your potential customers may never be aware of

your business offerings and your business may not be given the
opportunity to progress and succeed.

Brand image is equally important to give confidence to the

prospective customer and trust about the organization.

Sincere and methodological approach can overcome the challenge

of selling the project.

When a company reaches the high expectations of the public, its

reputation stands on firmer ground.

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BIBLIOGRAPHY

The Copy book for advertisement.

Branding the Nation
Brand Spaces
Top Villas of 10 International Styles.
Modern Luxe - Inspired Design for residential Space.
100 Interiors around the work
The Indian review of world furniture, interiors and design.

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