TERM PAPER

2016 - 2017
on

Mass Media Marketing

In Partial Fulfillment of the Requirements for the Degree of

Bachelor of Business Administration (Marketing & Sales)

At

AMITY SCHOOL OF BUSINESS

AMITY UNIVERSITY UTTAR PRADESH

Submitted By: Submitted To:

KARTIK ARORA Dr. VARSHA GOYAL

A3914715054 Assistant Professor

BBA (M&S) Department of Amity School of

Business
 DECLARATION FORM

Topic: Mass Media Marketing

I declare:

a) That the work presented in this NTCC Report is my own, it has not previously been
presented for another assessment and that my debts (for words, data, arguments and ideas)
have been appropriately acknowledged

b) That the work conforms to the guidelines for presentation and style set out in the relevant
documentation.

Kartik Arora

A3914715054

BBA (M&S) Semester- II

Batch- 2015-18

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 CERTIFICATE

I Dr. Varsha Goyal hereby certify that Kartik Arora student of BBA (M&S) at Amity School of
Business, Amity University Uttar Pradesh has completed the NTCC Report on Mass Media
Marketing, under my guidance. He has put all the efforts with so much dedication and hard
work to complete this project within the limited time.

Dr. Varsha Goyal

Assistant Professor

Department of Amity School of Business

3
 ACKNOWLEDGEMENTS

I would like to express my special thanks to my guide Dr. Varsha Goyal who has provided me
the ways and techniques to make this project. I am very much obliged to you for your inspiration,
your patience and your constant availability. I would like to thank you for the numerous
opportunities you provided me.

I would also like to give a special thanks to our director Dr. J. K. Sharma who gave me the
golden opportunity to do this wonderful project on the topic, Mass Media Marketing. I would
also like to thank my parents who helped me a lot in completing this project within the limited
time frame.

Kartik Arora

BBA (M&S)

A3914715054

4
 TABLE OF CONTENT

1. Introduction. 6-7

2. Objectives8

3. Research Methodology. 9-15

4. Data Analysis. 16-32

5. Findings 33

6. Conclusions. 34

7. Bibliography. 35

5
 INTRODUCTION

Marketing
Marketing is the managerial process by the means of which goods and services offered by a
company move from a concept to the customer.

It is an organizational function and a set of processes for generating, conveying, and distributing
value to the customer and for managing customer relationships in ways that it benefits the
organization and its shareholders.

Marketing can also be defined as the communication a marketer and company has with its
customers about the offerings offered by the marketer

It includes the coordination between four elements of marketing called the 4 P's of marketing or
the marketing mix:

1. Product: It is a tangible good or an intangible service that meets a definite customers needs
and demands.
2. Price: Price masks the amount that the end user pays for a specific product. Price is directly
linked with the apparent value of the product that is to the customer.
3. Promotion: Promotion is the marketing communication a marketer and his company has
with their customer. Promotion is the communication about the offers and sales made by the
company to the consumer
4. Place: This P of the marketing mix defines the place where the product/ service will be made
available to the consumer. Distribution plays a key role in the placement of the product.

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 Mass Media Marketing
Mass media denotes to communication mediums, which can be exploited to communicate with a
huge number of customers in various languages. Mass Media Marketing is a type of marketing
which is done through non-personal means of broadcasting an offer or a message to a
huge public.

Mass Media Marketing can be done through channels which have a huge customer base like
radios, newspapers, internet, social media, TV channels, magazines, etc. Such channels help an
organization to attract the channels customer base. So if an organization markets itself through a
newspaper which possesses a readership of 1 million in a day, the organization would attract 1
million people out of which at least 50% can be considered as their potential customers.

Marketing of products or services through one or more forms of mass media aims at reaching a
large audience. Mass Media Marketing includes a range of outlets.

Mass Media
Marketing

Broadcast Media Print Media Outdoor Media Digital Media Events and
Marketing Marketing Marketing Marketing Sponsorships

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 OBJECTIVES
India being a country with a huge population contains diverse groups of people, so an
organization to sell its products in India has to make ensure that they reach out to the masses.
Brand identity of a company is the most important factor for the companies in its marketing
process, so the companies should also make sure that

This study is done with an objective of knowing:

What are the types of Mass Medias available for marketing a product in India?
How Patanjali Ayurveda has used it in its way to success?
How do these mass media help in the growth of an organization?
What is the cost that a company spends on mass marketing?
How fast are these mass medias?
How Patanjali has transformed in the past few years?
How Mass Media Marketing helps in gaining and retaining market share?

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 RESEARCH METHODOLOGY

DIFFERENT TYPES OF MASS MEDIA MARKETING

1. PRINT MEDIA MARKETING

Print media marketing is a method of marketing that uses printed material, such as newspapers
and magazines, to generate consumers.

Newspapers
Marketers can choose from a extensive series of diverse types of newspapers,
Newspapers target diversified readers with a mix of matter, including politics, business,
sports, entertainment and fashion. Marketers can buy spaces for advertising to display
advertisements featuring text, illustrations, photographs, and graphics in different sizes or
can also buy full page or double-page spread.

Magazines
Magazines offer marketers wide range of readers. Magazines are used to publish articles
about various issues or articles about a company or a person. Magazines are a great
marketing technique as they also publish many advertisements and as magazines have a
large number of readers thus helping a company market itself.

Pamphlets: A pamphlet is planned to be widely distributed in a public place to

individuals or sent via the email. Pamphlets are more useful for minute marketing, or for
small regions. Pamphlets are a convenient and cheap way to get information to customers.
Pamphlets are known as throw-away pieces. as they're given out in public places

Brochures
Brochure is a trifold piece of printed paper used for marketing which are given out in
public places or at retail stores. Brochures are used by companies for sales promotions.
Brochures are expensive than pamphlets as they are better in size and quality and provide
with more information and are more attractive as compared to a pamphlet.

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2. BROADCAST MEDIA MARKETING

Broadcast Marketing is the form of marketing which is done through television, radio, internet,
and films.

Commercials are aired on television and radio are the major contributors to the broadcast
marketing. Promoters use L shaped ads, tickers on news channels which are continuously run
multiple times in a day after a certain point of time

Advertisements shown before the film screening in movie theatres are also very helpful as they
attract quite large number of audience at a time. If a commercial is shown once in each show in
each hall in each theatre of a city everyday, it will attract crores of people towards it in a day.

Companies have started launching their own websites which provides huge information about the
companys products and their offerings. Internet is the fastest growing medium for marketing
which extensively helps company to market themselves.

Broadcast
Marketing

Television Radio Films Internet

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3. DIGITAL MARKETING

Digital Marketing is the marketing of products using digital technology, majorly on internet,
Smart phones, and other digital mediums. Digital Media Marketing includes Social Media
Marketing, E-Mail Marketing, Search Engine optimization (SEO), Search Engine Marketing,
Social Media Optimization (SMO), Mobile Marketing.

Social Media Marketing:

Social media marketing is a type of marketing done via Internet that uses social
networking sites as a marketing instrument.
The aim of social media marketing is to create content that visitors will share in
their own social network which will help a company increase its brand coverage
and widen customer range.
Social media helps companies to get feedback from customers. The
communicative parts of social media gives customers an opportunity to ask
questions directly to the company. This feature of social media marketing is
known as Social Customer Relationship Management.
Social media marketing has become more communal with the increased
recognition of websites such as MySpace, Twitter, Facebook, Instagram,
Google+, LinkedIn, and YouTube.

E-Mail Marketing
E-Mail Marketing is a sort of digital marketing that uses E-Mail as the method to
deliver the information about the offerings offered by the marketer.
It can be used by marketers and organizations in a number of ways for building
brand and consumer loyalty, obtaining customers or turning customers towards
the brand, companys publicity and advertisements or for communicating the
brands offerings and more.

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 Social Media Optimization (SMO)
Like search engine optimization, Social Media Optimization is an approach for
creating new visitors to a social media website.
Social media optimization can be done two ways:
o By adding links to social media content, like RSS feeds.
o By adding share buttons.

Search Engine Optimization (SEO)

Search engine optimization is a practice of using tactics, techniques and strategies
to escalate the volume of people visiting a website by gaining a better ranking
positioning on the search results of search engines like Google, Yahoo, Bing and
others.
Search Engine Optimization aids to confirm that a website is available to a search
engine and increases the odds that the website will be discovered by a search
engine.

Mobile Marketing
Mobile marketing is the advertising action intended for delivery to cell phones,
smart phones, usually as a component of a multi-channel campaign.
Mobile Marketing is majorly done through applications, SMS services.

4. OUTDOOR MEDIA MARKETING

Advertising done at public places that promotes a companys services and products. Outdoor
advertising can be done through hoardings, posters, standees, kiosks, etc. Outdoor marketing
works best for promotion of a product in a defined geographic area. There are various ways to
promote a product/service through outdoor media:

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 Hoarding: it is a large outdoor advertising structure, mainly found on high-traffic roads
along the pavements. Hoardings exhibit outsized advertisements to passing foot travelers
and drivers.

Posters: it is a piece of paper expressing information via text or graphic images put up in
public places. It is usually constructed to be exhibited upright on walls and is pretty large
so it can be read and perceived from a fairly short distance. Posters mainly aims at
attracting a person passing by it.

Standees: A standee is a cut out marketing item which is used at Place of Sale or, where
the prospects are. A standee is a printed piece standing with the use of rods and so they
can be placed anywhere.

Kiosks: Kiosks are types of machines installed in airports, malls, metro stations, railway
stations and other such places by companies to generate awareness towards the offerings
of the company.

Traveling Displays: Traveling displays involves placing advertisements in public

transport vehicles such like taxis, busses, metros, trains, etc or at airports, railway/metro
stations.

5. SPONSORSHIP MARKETING

Sponsorship marketing is a type of marketing where a company pays to be associated with a

specific event. In fact, sponsorship marketing is very prevalent with charitable events. Besides
from charitable events, companies may sponsor local sporting teams, sports tournaments, fairs,
and other community events. The idea is to get the companys name out and be viewed
positively as a participating member of your community.

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 Introduction to Patanjali Ayurveda

Patanjali Ayurveda Ltd is a FMCG company operating in India. It is located in Haridwar, in the
industrial area, the company produces mineral and herbal products. Patanjali has been the fastest
growing FMCG company in India since its inception. Its net worth in year 2015 was 5000
crores and experts predict that Patanjali will achieve revenues of 10,000 crores in 2016.

Production

Patanjali Herbal and Food Park at Haridwar is the key production facility managed by Patanjali
Ayurveda. Patanjali is planning to establish additional units in India and Nepal. In 2016, the
Patanjali Herbal and Food Park is given 35 armed commandos of Central Industrial Security
Force (CISF) as a full-time security cover. The park is the eighth private firm in India to be given
protection by CISF paramilitary forces.

Products
Patanjali Ayurveda manufactures food and personal care products. Patanjali produces around 500
products comprising of 45 types of cosmetics as well as 30 types of food items. As per Patanjali,
all the products produced by Patanjali are prepared from natural and ayurvedic components.
Patanjali products as compared to its competitors are cheaper because of lesser marketing and
production costs. It has also launched beauty as well as baby products. Its manufacturing division
consists of over 300 medicines for curing a range of body conditions and ailments, ranging from
common cough and cold to paralysis.

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Sales and Distribution

Patanjali sells through approximately 5,000 retail stores as of May16. It also markets its
products online through its website and is planning to open new retail stores at railway stations
as well as airports. It has tied up with both Pittie Group and Future Group in October15.
According to the tie-up with Future Group, all the products of Patanjali will be made available
for direct sale in all the Future Group outlets. All its products are available in trade stores
including Reliance Mart, Star Bazaar and Hyper City along with online channels. DRDO walked
into a licensing agreement with Patanjali for technology transfer.

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 DATA ANALYSIS

How Does Patanjali Use Mass Media Marketing?

Patanjali using Broadcast Media Marketing

TELEVISION

Patanjali was the third most advertised brand on television in India during the last week
of June, behind Honda and Dove.
Patanjali's TV commercials were telecasted 18,879 times during June 18-24 2016, as per
the data provided by Broadcast Audience Research Council (BARC) India, a joint
industry body set up in 2012 by broadcasters, marketers and advertising agencies to
measure television audience.

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 According to media and advertising experts, the Rs. 2,000 crores Patanjali Ayurveda has
set aside more than Rs. 300 crores for advertising and promotion, and is set to step up its
publicity campaign further, making Patanjali as the highest spender on television.

Telecasted
Hindi GEC News Channels Regional Entertainment Aastha TV

4% 1%

30%

65%

Contrasting to that of its rivals, the genre on which Patanjali Ayurveda spends most of its
total advertising spends on Hindi News Channels that is 65% followed by Hindi GECs
which holds 30% share, Regional Entertainment channels holds 4% and Aastha TV
which is owned by Baba Balkrishan himself only holds 1% of the advertising spends.

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RADIO

Patanjali has also actively publicized itself using radio. Patanjali aims at gaining
popularity in the rural areas through excessive marketing via radios. Radios being the
most used medium of communication in rural areas is helping Patanjali popularize in
rural population.
FM radio channels are not only playing Patanjali audio advertisements but also their RJs
are promoting Patanjali by sharing their own experience with Patanjali products.
Radio is not only beneficial to Patanjali in rural areas but is beneficial in urban areas as
well.

FILMS

Patanjali advertisements are also seen in some of the film screenings in the advertisement
trails shown before the actual film screening.
In this way Patanjali got its advertisements telecasted in PVR theatres, DT Cinemas and
other theatres for several weeks in the month of January and February in 2016 and with
this it was able to view its advertisements to a huge number of potential consumers at one
point of time.

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INTERNET

Patanjali has set up two websites:

www.patanjaliayurved.org which is the main and the first website launched
by Patanjali.
o It provides the information about the organization, its products, its
publications, and provides with downloadable E-forms for distributorship,
mega-store retailing, chikitsalya and exports.
o It also has tab for members login where all the distributors and retailers can
log in and directly contact with Patanjali officials.
o This website also provides with an option named verify the product where a
customer can verify the genuineness of the product by scanning the
QR-code printed at the packaging of the product.

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 www.patanjaliayurved.net is the second website launched by Patanjali.
o This website is an e-commerce website where customers can buy Patanjali
genuine products online
o It also provides with Terms & Conditions, FAQs, Cancellation & Returns,
Public Notice tabs which are very useful for creating awareness about the
products and which solves all the product related issues and queries
customers have.
o One can also subscribe to Patanjalis newsletters and press releases through
the website.
o This website also provides with a certificates tab which consists images of
all the certificates Patanjali has received from various quality checkers which
provides the customers with a proof of the genuineness that Patanjali claims
to provide.

Patanjali is soon going to launch an online ayurvedic consultation website which

will provide health consultation on prior appointments.

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Patanjali using Print Media Marketing

Through the use of a variety of appeals, a marketer attempts to communicate and

influence the purchase and consumption behavior of the existing and potential consumers.
Patanjali has been using an emotional appeal to market it products.

The advertisement for Patanjali Dant Kanti toothpaste was published by newspapers
which says, Use our products like crores of desh bhakt Indians and contribute in the
service and prosperity of the country. Using our products will help in fulfilling the
dreams of great personalities like Mahatma Gandhi and Bhagat Singh and Ram Prasad
Bismil who wanted citizens to use swadeshi products."

Patanjali mentions its customers as "deshbhakts" in his advertisements which further

influences other buyers to have an emotional attachment with the brand as it also
mentions about the dreams of the Indian freedom fighters

NEWSPAPERS

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 Patanjali has constantly been advertising in almost every newspaper.

Patanjali identifies newspapers as the most common used mode for communication as
people in both urban and rural areas are reading newspapers.

Patanjali publishes its advertisements more in the Hindi newspapers as compared to the
English newspapers as for now Patanjali has a wider customer base consisting of the
people from lower class and lower middle class who generally are more into reading
Hindi newspapers.

Patanjali not only advertises about its own products but also advertises about the various
campaigns or events it is organizing or sponsoring in along with the advertisements of
their store openings or recent one being the tie-up with Future Group.

PAMPHLETS

Patanjali has been actively distributing pamphlets through newspapers and its own stores
and in other public places as a mode of marketing to gather more and more customers
towards itself.

Pamphlets being of the throw away kind helps Patanjali incur less cost with higher return
rates as people tend to be fascinated by the colorful and attractive look and feel of the
pamphlet.

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BROCHURES

Patanjali distributes its brochures in malls, its own stores and other crowded places like
exhibitions and events.

Patanjali brochures are very colorful, appealing and detailed as they provide product
details and their images.

Brochures are less used than pamphlets as they are bigger in size and cost more and so
are used in limited areas only.

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24
Patanjali using Digital Media Marketing

SOCIAL MEDIA MARKETING

Patanjali is using social media as a mode of creating awareness majorly among the youths
as it has identified the potential social media has for creating awareness.

Patanjali currently has its official pages and profiles on Facebook, Twitter, Instagram,
YouTube, Google+ and Pinterest.

Patanjali has been actively posting and tweeting on its Facebook and Twitter handles.

Patanjalis Facebook page has approximately 111,000 likes.

Patanjalis Facebook handle posts about its products, information and benefits about them.

Patanjali produced around 30,000 tweets on Twitter in the phase between June 2015-June
2016.

Most of the tweets were around the buzz of Patanjali taking over leading FMCG firms
like Dabur, Emami, Himalaya, etc..

Patanjali continued to be on the top trending list on Twitter for few months.

Patanjali also posts their advertisements on YouTube which have 15000 views on an
average.

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26
E-Mail Marketing

Patanjali has also started with e-mail marketing and regularly sends updates about its new
products or events and campaigns which keeps the consumer updated with the new
launches.

E-Mail Marketing requires less amount and has a high coverage as it is very easy to reach
masses through e-mail services, thus Patanjali makes a larger consumer base aware at just
a click of a button.

Consumers have to subscribe to receive Patanjalis Newsletters and updates.

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Mobile Marketing

Smart Phones are the most popular mode of communication as even the low income
groups are using smart phones.

Patanjali acknowledged the potential Mobile Marketing has and thus launched a Patanjali
Ayurveda App where people can easily place orders sitting at home and receive Patanjali
products within a day.

Patanjali is also going to start SMS Marketing which will provide with discount offers
and updates.

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Patanjali Using Outdoor Media Marketing

Hoardings

Patanjali has its hoarding installed in various parts of the city. All the hoardings are
placed in crowded areas where they are easily seen and attracts an enormous crowd
towards itself.

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Standees:

Patanjali Standees have been found outside its own stores and at the events that Patanjali
has organized aiming at catching peoples attention as the standees are made quite
attractive and comprehensive.
Standees are one of the most convenient and least expensive type of print media used for
marketing by Patanjali.

Traveling Displays

Patanjali has also had its advertisements put up in Metro Stations, Railway Stations, Bus
Depots and Airports.

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Patanjali Sponsorships and Events

Patanjali recently partnered with Siti Cable for an event on The International Day of
Yoga.

Patanjali also sponsors with Zee TVs show Indias Best Dramebaaz, Meri Saasu Maa.

Such kind of sponsors and partnerships helps Patanjali also reach the viewers of the
channels and the event organizers.

Hoardings, Posters, Backlit Boxes are also put up at events where it helps in reaching the
target audience.

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 Patanjalis Transformation in Past Years.

Patanjali started as an Ayurvedic Enterprise and a chemist shop and now it is one of the leading
FMCG company leaving behind all the FMCG giants Dabur, Colgate, Himalaya, etc., who have
been present in the FMCG market for a very long span of time.

Patanjali is the only company to witness such fast growing popularity in comparison with any
other FMCG company. Patanjali had a profit of Rs. 316.60 crores in FY15 which was an
increase of nearly about 71% over FY14. Now Patanjali aims at achieving 250% increase in its
revenue in FY16.

Patanjalis transformation was majorly due to the brand image of Baba Ramdev, the quality of its
products, cheaper prices as compared to its competitors, and the aggressive marketing it did in
the past 2 years

Patanjali was present on 90% of the news channels whereas in 2010 it did not advertise at all in
media space.

News Channels helped in gathering 40% of its customer base, other 60% of the customers were
gathered by all the other means of marketing it used

Patanjalis revenue growth graph from Year 2010 to 2016

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 Findings

1. Product: Patanjali uses 100 % natural, herbal and genuine ingredients and in adequate
quantities which makes the products appealing to the customers as they are also in
keeping with the promises made by Patanjali.

2. Price: The price of Patanjali products are 15-30% lesser that its competitors.

3. Place: Patanjali has around 5000 retail outlets in India which has made its product
available to major parts of India.

4. Promotion: Patanjali uses multiple channels to build a great distribution

a) Word of Mouth: Baba Ramdev has a great brand image and is the brand ambassador
of Patanjali has promised about the quality of his products and as he himself is a
popular brand people tend to trust his sayings
b) Events: Patanjali has organized innumerable Yoga events and camps where
Patanjalis products are also sold.
c) Digital presence: Patanjali has two websites where all the information about Patanjali
and its products are given and customers can also shop online from these websites,
also it is present at every social media website.
d) Broadcast Medium: Patanjali has its advertisements being telecasted on 90% of the
news channels.
e) Tie-ups: Patanjali has tied up with Future group, Pettie Group, Big Basket, Tetra
Packing, etc.

5. Promise: As the tagline of Patanjali says Prakriti Ka Aashirwaad- goodness of nature

can be seen in each and every of the product thus keeping by Patanjalis promises, and 99%
of its products are produced using recipes derived from the Indian heritage.
6. People: All the sales person present at Patanjali stores are ayurvedic consultants. They
are all very polite and if there are any complains by the customers, they are handled very
patiently by the sales persons.

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 Conclusions

Mass Media Marketing is a type of marketing which is done through non-personal means of
broadcasting an offer or a message to a huge public. Marketing of products or services through
one or more forms of mass media aims at reaching a large audience. Mass Media Marketing
includes a range of outlets.

Patanjali has been aggressively marketing itself across all the available mass medias.

Aastha TV was Patanjalis marketing front, it first started promoting itself from Aastha
TV, now its advertisements are seen on 90% of the channels broadcasted in India.
Patanjali has also used Newspaper as one of its most used media for promotion, whereas
its pamphlets, brochures are also distributed in its store localities and also through
newspapers.
Digital Media is the future of Mass Marketing and Patanjali has identified its potential
and worked really well on its digital presence, it not operates a website but also provides
with a platform to buy its products, Patanjali has been trending on social media and has
tweets, Facebook posts and Youtube video uploads almost everyday.
Currently Patanjali powers many TV shows including reality shows, news shows and
Hindi serials. It has also sponsored and organized many events where along with other
activities its own products were distributed as samples and also sold.

The one of the key reasons behind the sudden success of Patanjali is that it has been able to
attract masses just through its marketing efforts.

Patanjali has witnessed a 160% growth in its revenue from 2010 to 2016 which shows how well
its marketing and other departments have worked.

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 Bibliography

1. www.patanjaliayurved.org

2. http://www.patanjaliayurved.net

3. www. patanjalivaidya.blogspot.in

4. www.indiantelevision.com

5. www.barcindia.co.in

6. www.buzzle.com

7. www.insideiim.com

8. www.adageindia.com

9. Times of India

10. Hindustan Times

11. Economic Times

12. Outlook

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