A Study On To Analyze the Business Performance of Media Owners in India

Dissertation submitted to Uttarakhand Technical University in Partial fulfilment of the requirement for the award of

Master of Business Administration By Dinesh Bhatt 10070500116

Under the supervision of Dr. Prakash Tiwari Department of management studies DIT, Dehradun

Dehradun Institute of Technology Uttarakhand Technical University Dehradun-248001 May 2012

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CANDIDATES DECLARATION

Statement by the candidate

I hereby state that the dissertation entitled A Study On To Analyze The Business Performance Of Media Owners in India submitted by me in partial fulfilment of the requirements for the award of MBA degree, is my original work and that it has not previously formed the basis for the award of any other degree, Diploma, Fellowship or other similar titles.

Date..........................

Dinesh Bhatt

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GUIDES CERTIFICATE

This is to certify that the dissertation entitled A Study On To Analyze The Business Performance Of Media Owners in India submitted by Mr. Dinesh Bhatt is a bonafide record of research work done by him under my guidance and supervision.

HOD Dr. N L Gupta

Project Coordinator Dr. Prakash Tiwari

Project Guide Dr. Prakash Tiwari

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ACKNOWLEDGEMENT

Any work of this magnitude requires inputs, efforts and encouragement of people from all sides. In compiling this project report, I have been fortunate enough to get active and kind cooperation from many people without whom my endeavours would not have been a success. I take this opportunity to bestow my gratitude to all who helped me during the course of the project for their inspiring guidance and kind advice throughout the project work. I am highly thankful to Mr Ashwin Yadav for providing me with the opportunity and facility of learning under them and extended their complete support to make me deliver the best. I would like to extend my deep gratitude to Dr. Prakash Tiwari for their constant support and encouragement to carry out the research for a most sincere effort put in to give this work the present shape. I owe a special thanks to all other who helped me in order to fulfil the requirements of the project and the whole of Department Of Management Studies for providing me with a comfortable environment to work.

Dinesh Bhatt

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EXECUTIVE SUMMARY

In nature, evolution occurs most rapidly when competition for resources is intense. The same process is now occurring with promotional media. All traditional media channels are now saturated, and competition for consumer attention is intense. At the same time, the impact of any one medium is becoming diluted. There are many more OOH formats, consumer have the ability to skip adverts because of their busy life style. As a result, companies are becoming increasingly innovative in their approach to communications and a host of new media channels have emerged. As a result, media choice is becoming a tricky task, which is why detailed segmentation is so important Highly targeted communications often lead to better results. You can usually expect a response rate of less than 1% for a relatively generic mass mailing. However, personal letters to a handful of your most loyal customers would lead to a dramatically increased rate of return. When deciding which media to use consider the reach, frequency, media impact and what you can expect for your budget but most of all, ensure your target customer will see the message in the first place. The interaction of a customer with the brand for about four hours in a golf course will surely gives a better result than any other OOH media to this elite segment otherwise reaching them is highly impossible.

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Table of content
Certificate Acknowledgement Executive summary Chapter I 1. Introduction 1.1 Value2ad & Publicity (P) Ltd 1.2 Companies product & Services 1.3 Growth Trend and Prospects 1.4 Objective Of The Study 1.5 Research Methodology Chapter II Major Competitors 2.1 Laqshya GroupAirport Media 2.2 TDI OOH Media 2.3 Other Competitors Chapter III Comparative Study of the Media Owners 3.1.1 Study on the Growth and profits 3.1.2 Study on clientele, human resource and others Chapter IV Finding, Conclusion, Limitations

4.1 Findings 4.2 Conclusion 4.3 Limitation

Appendix Bibliography

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Lists of Tables/Charts/Figures/Diagrams

Table No. 1.1 1.2 1.3 2.1 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8

Table Description Value2ad- Company Presence List of Tournaments of 9TH Hole Percentage contribution of different media formats to the media industry Laqshya Media- Business Model Classification on the basis of Annul Turnover Classification on the basis of Number of New Business Classification on the basis of Growth Rate Classification on the basis of Geographical Presence Classification on the basis of Number of Clients Classification on the basis of Target Population Classification on the basis of Duration in Media Industry Classification on the basis of Man Power

Page No. 8 11 16 26 33 34 35 36 37 38 39 40

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Chapter I Introduction of Value2ad & Publicity (P) Ltd

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CHAPTER I INTRODUCTION

1.1 Introduction of Value2ad & Publicity (P) Ltd

Type Private Limited Company Founded- 2005 Regd. Office; plot no-116, street no-10, Libaspur, New Delhi- 110042 Head office; Bungalow no. 123, 1st floor, Aram Nagar, Part-1, 7 Bungalow Fishery University Road. Andheri (W), Mumbai-400061 Key people Ashwin Yadav ( M.D & CEO ) Nitin Yadav (Chief Manager Acquisition) K.Srinivas Rao ( Chief Of Operations)

Industry- Media and Advertisements The Value 2 Ad is a team comprised of marketing experts holds many years experience in advertising of print, out of home, digital, sports (Golf) and leisure industries. Several media properties are installed in the golf courses where there is high circulation of players, members and consumers. The advertisement displays will hold the attention of this highly desirable demographic. The display formats are a mixture of advertising structures on exterior, interior which includes club house, restaurant, bar, gym, changing rooms, lounges and on the course will deliver the advertising messages effectively to the target group.

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Value 2 Ad is committed to delivering the ad messages to the top echelon in sales prospective, product and services to both clients and advertisers. Value 2 Ad have conquered Indian Golf advertising Market and currently expanding to the other world markets. Stay tuned. Company Mission To reach a target group of affluent Golfers and their family members. Research shows that reaching your target during leisure yields a substantially higher brand recall rate. Value 2 Ad offers a cost effective medium other than Airport media, Mall Media or any other alternate media to reach an upscale captive target group while they are at their dwell time. Our demographic = Your consumers

Your message can reach over4 lakh people every month, If you want, we can Putin a good word for you. Services 1) GOLF OUTDOOR OOH Advertising Branding Media Promotions

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2) 9th HOLE Event Management Golf Tournaments

1.2 PRODUTS & SERVICES

Golf Outdoor

Golf Outdoor Media is the only Indian OOH company which as of today boasts media property sites in 85% of Golf Courses across India - delivering more targeted opportunities than any other outdoor advertising company in the country. An entrepreneurial enterprise with a vision for the development of exciting A++ out of Home Media Solution, Golf Outdoor Media is widely regarded as India's most innovative company in the industry today. Mission To offer a cost effective medium having its reach strictly to upscale captive TG As an alternative mediums offered at Airport, Ambient or any other alternate media vehicles.

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USP The advertisement displays will hold the attention of this highly desirable demographic and will deliver the advertising messages effectively. Media Media options in several formats are available such as the advertising structures on exterior & interior

Media Locations in Golf Courses Club house, Restaurant, Bar, Gym, Changing Rooms, Lounges On the greens Entry & Exit Parkings Driving Range Notice Boards Reception

Media Formats Mini Pole Boom Barrier Watch Towers Billboards Photo Frames Glass Faade Standee

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Where there is high circulation of players, members and consumers present round the week.

Media Benefit for our Clients In Golf Outdoor, they proved a platform for other companies to turn their product in to a brand and with the help of this; these company can increase the number of footfall, which will let to increase the number of sales of their product. More than 85% consumers say Golf OOH catches their attention and 70% say they have taken action as a result of these ads Medias strength Appealing creative's on designer / innovative structures. Captures the consumer attention is highly effective. Targets the consumers in their dwell time. Communicates directly to a desirable upscale TG. Provides superior Brand recall. Flexible in budget and inventory.

Why Golf outdoor advertising? Golf outdoor advertising is among the fastest growing media all over the world today. Researchers have revealed that golf outdoor advertising attracts niche TGs attention better than any other form of advertising methods. Percentage of people who report that the golf outdoor advertising catches their attention. Golf Outdoor Appealing creative on designer stuctures Captures the consumer attention is highly effective targets the consumers in their dwell time Communicates directly to a desirable upscale TG Provides superior Brand recall Flexible in budget and inventory DIT Dehradun 2010-12

How do they know this? According to market research more than 98% of the golfers noticed the advertising messages at the golf courses. The rate of awareness of this media is 95% which is higher than any media penetration. Overall, Golf outdoor media reaches 95% golfers in India aged 08 or older every month 90% of the brands displayed had increase in sales up to 35% in additional sales through the use of golf outdoor media So according to them In one month, your ad will receive close to a 4 lakh eye balls That is 8 lakh foot falls per month on these greens Plus 8 lakh footfalls off the greens. Total 16 Lakh foot falls Whom they are targeting
As golf is considered as a premium brand played by the high class people of the society.

Core Golfer profile: House hold income > $100K House hold income > $125K 42% 24%

High education

Attended college College Degree Graduate Degree

84% 53% 25%

Women

New Golfers College Degree Work - Full / Part time

41% 51% 63% 74%

Control or share family budget-

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Their Presence:

Figure 1.1

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9th Hole

9th Hole deals with the Golf Courses Management and Conducting Golf Tournaments all across India in society owned (Private Golf Courses) and Government Owned (Army Golf Courses)

9th Hole provides a single-vendor solution to facilitate and manage all the necessary arrangements associated with your golf event. Their golf tournament planning services are designed to manage the golf event marketing, administration and logistical tasks that are traditionally managed by the Client/Golf Committee. While we eliminate these time consuming tasks, the Golf Committee responsibilities become more simplified - allowing the Committee to focus on promoting the golf event; along with concentrating on other existing business matters associated with their day-to-day responsibilities.

Golf Management involves handling of

Players Registration Green Fees Collection Tee time bookings Managing Golf Tournaments Running the Driving Range Handicapping The Pro Shop Caddie Management

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They understand that their clients have different needs and expectations of the services they provide. Our customized event plan outlines all the logistics associated with the event along with the tasks and action items that must evolve before and on event day. Also included within the plan is access to the registration database and pairings document with all the details and demographics on each of your players and/or sponsors. Combined with the event website (outlined below) we create and manage a very effective means to simplify and streamline all the administration and logistical aspects associated with your golf event.

One Phone Call - One Vendor - Extensive Services

Custom Event Website

The main purpose of the custom website is to provide a foundation for everyone attending, playing, sponsoring, partnering and/or associated with the event to have access to all the event information. Along with capturing registration information online, the website simplifies communications and creates a strong and very effective marketing foundation. The Website may include, but not necessarily be limited to: Home Page Agenda Page Sponsorship Page Current Sponsors or Partners Page Secure On-line Registration and Credit Card Processing Interactive Map & Directions Contact Names, Phone Numbers & E-mail Addresses

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Partial List Of Golf Tournament To Be Managed My 9th Hole

Figure 1.2

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1.3 Growth Trend and Prospects

Best ways to get maximum growth in outdoor advertising as being a media owner Choose your geographic market. Before you target a specific market, learn about the culture and business climate of that area. For example, you may find that the market has experienced a loss of jobs and income recently. If businesses are struggling to pay their operating expenses, selling them a billboard may be a challenge. On the other hand, perhaps you're looking at an area that has experienced rapid growth in the past couple of years, with new businesses opening every month and many current businesses expanding. In that climate, owners may be willing to spend more advertising dollars to broaden their territory and attract new customers. Structure your billboard business. Since you may be operating across county or state boundaries, you may encounter different billboard regulations. Get some professional advice before you get started. Meet with a Certified Public Accountant familiar with clients who operate billboard businesses in multiple areas. Next, meet with a commercial insurance agent who can recommend the best business coverage for you and your employees. Contact the city or county clerk's office for each area in which you plan to conduct business. Obtain a business license and any other permits you will need. Look at current market players. Before you attempt to establish a presence in any given market, look at the billboard companies already operating in that area. The Outdoor Billboard directory provides a list of billboard companies, and is grouped by state. Within each state, specific cities are listed alphabetically; companies are then listed within that city. For each company, a brief profile and contact information are included. Make some anonymous

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calls to billboard companies in your area, and inquire about typical billboard contract rates (see Resources).

Identify billboards for sale. The Outdoor Billboard website also lists available standard billboards, mobile billboards, billboard and land combinations, and entire billboard plants for sale. Listings are separated by state, and direct contact information is included for each property (see Resources). Find billboard land for sale or lease. Check out the Billboard Spots website for nationwide listings of land that can accommodate billboards, or upon which billboards are already installed. In many cases, the listing includes information on billboard zoning and permit requirements (see Resources). For more local options, take a drive throughout your targeted operating market. Jot down locations that would be ideal for billboard installation. Next, visit your local zoning and permit offices to inquire about the availability of those properties. Recruit some billboard customers. Make a list of local or regional billboard prospects. Using the rate information you have collected, create a rate structure that presents your company favorably in the market. Consider additional opening discounts to get some billboard clients on the books. Get your billboards printed. In many cases, billboards are printed on heavy vinyl, with virtually unlimited ink and graphics options. Billboard printing companies can honor most billboard size requests, and can print from many types of graphics files. With this digital printing capability, clients can obtain excellent print quality and good pricing from companies

Growth Prospective In Golf Advertising

Golf is among the fastest-growing sports in India and the movers and shakers of the Asian and European Tours see huge potential to cash in.

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The country becomes the 37th destination visited by the European Tour, which has spread its wings to co-sanction the Indian Masters with the Asian Tour. It is the richest golf event ever staged in the emerging economic powerhouse at $2,5million (about R19.5 million), and heralds a month that will see three tournaments in a country that hosted just one in 2007. While China has been the target market over the past few years, India is seen as the new frontier. With local golfers tasting success overseas sparking a surge in interest at the same time that incomes are raising the European and Asian Tours considered it the right moment to dive in. "The growth of the Indian economy has coincided with the emergence of golf as a major sport in the country," European Tour chief executive George O'Grady said when he announced the tournament. "We are always keen to expand our tournament portfolio into new territories and we believe that the Indian Masters offers huge potential on that front. "Thanks to Indian pioneers such as Jeev Milkha Singh and Arjun Atwal, along with Jyoti Randhawa and Shiv Kapur, professional golf in India has taken a massive step forward over the past decade." The Asian Tour has a much longer history with India, and chief executive Kyi Hla Han said it was thrilling to see how fast it was developing. "It is exciting to see golf in India booming the way that it is now," he said. "To have three major international events in February on the Asian Tour schedule is certainly a strong signal that the game in the sub-continent has come of age. "Corporate India sees the value of golf sponsorship with the successes of players like Singh, Atwal, Gaurav Ghei, Kapur and Randhawa," he added. Indian golf has come a long way since amateur Biloo Sethi's Indian Open win in 1965 which remained the country's lone success in its home event till 1991 when caddieturned-pro Ali Sher wrested the title. But the game remains an expensive hobby. It is cheaper to buy cricket bats and balls than a golf set which costs around 7 000 rupees (about R1 178) at a minimum.

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Despite this, the rise of Indian professionals abroad has inspired youngsters to believe there is life beyond cricket. Cricket legend Kapil Dev, who is now a keen golfer, believes India is capable of producing world-class players to breathe more life into the sport. "I feel this is one more sport where Indians are capable of achieving world-class standards," the former India cricket captain said. "Our boys are already playing some of the biggest events in the world and it is only a matter of time before they bring more trophies." JJ Singh, president of the Indian Golf Union, called this week's Indian Masters "an historic event". "The event is a result of the growing status of the game of golf in India, augmented by the Indian performances across the golfing globe," he said. "Indian golf will surely get a boost when the best talent from over seven continents will be on display and also will showcase the infrastructural development needed to host an event of this size."

percentage contributions
70% 60% 50% 40% 30% 20% 10% 0% outdoor TV Internet Print Radio Mobile Phone percentage contributions

Figure.1.3 Percentage contribution of different media formats to the media industry

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1.4 OBJECTIVE OF THE STUDY

To find out the business performance of the different media owners of India. To find out there area of existence To find out there annual turnovers To find out there various media options and format offered

1.5 RESEARCH METHODOLOGY

Introduction Marketing research is the function which links the consumer, customer and public to the marketers through information used to identify and define marketing, opportunities and problems, generates refine marketing actions, monitor marketing performance, and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues; designs the method for collection information manages and implements the data collection process; analysis the result and communication the findings and their implications.

Research Definition Research is careful inquiry or examination to discover new information and relationship and to expand and to verify exiting knowledge Research always starts with questions or a problem. Its purpose is to find answers to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies. Research can also be defined as the search for knowledge, or as any systematic investigation, to establish novel facts, solve new or existing problems, prove new ideas, or develop new theories, usually using a scientific method. The primary purpose for basic research (as opposed to applied research) is discovering,

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interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. This report is the analysis of the meetings I had with various cosmetic consumers of Dehradun. In such meetings emphasis was made on analyzing the purchase pattern of cosmetics and the perception towards the use of cosmetics among the customers/consumers. The methodology adopted for such meetings was through pre designed Questionnaire, which analyzed the levels of satisfaction or dissatisfaction of the customers in order to study the purchasing pattern of cosmetics among the consumers of Dehradun. The Marketing Research Process As marketing research is a systemic and formalized process, it follows a certain sequence of research action. The marketing process has the following steps: Formulating the problems Developing objectives of the research Designing an effective research plan Data collection techniques Evaluating the data and preparing a research report

RESEARCH DESIGN Research design id the plan, structure and strategy of investigation conceived so as to obtain answer to research questions and to control variance. -by KERLINGER Research designs are concerned with turning the research question into a testing project. The best design depends on your research questions. Every design has its positive and negative sides. The research design has been considered as a "blueprint" for research, dealing with at least four problems: what questions to study, what data are relevant, what data to collect, and how to analyze the results.

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Research design can be divided into fixed and flexible research designs. Others have referred to this distinction with quantitative research designs and qualitative research designs. However, fixed designs need not be quantitative, and flexible design need not be qualitative. The research design can be classified into true broad categories Exploratory Descriptive Casual

Exploratory research is a type of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist. Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies. The Internet allows for research methods that are more interactive in nature The results of exploratory research are not usually useful for decision-making by themselves, but they can provide significant insight into a given situation. Although the results of qualitative research can give some indication as to the "why", "how" and "when" something occurs, it cannot tell us "how often" or "how many" Exploratory research is not typically generalizable to the population at large. Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how...

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Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Thus, Descriptive research cannot be used to create a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are. In short descriptive research deals with everything that can be counted and studied. But there are always restrictions to that. Your research must have an impact to the lives of the people around you. For example, finding the most frequent disease that affects the children of a town. The reader of the research will know what to do to prevent that disease thus; more people will live a healthy life. Causal research designs are research design that follow the experimental procedure, but do not randomly assign people to (treatment and comparison) groups

RESEARCH PROBLEM How is the growth rate of the varied media owners in India, through which they can get some idea about the future trend and prospective of media industry.

RESEARCH OBJECTIVES To find out the business performance of the different media owners of India.

SOURCES OF DATA COLLECTION The source of data collection is totally bases on the secondary source.

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Chapter II

Major Competitors-Airport Media and OOH Media

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CHAPTER II MAJOR COMPETITORS-AIRPORT MEDIA AND OOH MEDIA

2. Major Competitors

2.1 Laqshya GroupAirport Media

Laqshya Media Private Limited commenced business in 1997 as an outdoor media company. Today, it is one of the leading Out Of Home (OOH) media organizations in India and is spreading its footprint rapidly across the countries of Sri Lanka, Middle East, North Africa and SE Asia. In India, Laqshya owns a significantly valuable and diversified portfolio of media assets in the Out Of Home space and enjoys a pan India presence with 20 strategically placed offices across crucial demographic zones. Laqshya has developed a prominent presence in Sri Lanka, having acquired the Independent rights for the airport at Colombo and is now focusing on a gamut of OOH media assets in this rapidly developing economy. Laqshya has always been a forerunner in adopting and promoting futuristic research in the OOH arena and it is the worlds first OOH Company to have bagged the largest street furniture contract in the world. It has commenced the installation of over a 1000 air conditioned bus shelters in Dubai under this exclusive contract. The Dubai Bus Shelter is a milestone in innovative street furniture design which appropriately displays our strong knowledge base and talent pool. As a part of its global business strategy, Laqshya is constantly acquiring diversified media assets to create a comprehensive OOH portfolio.

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Laqshya is determined to be the leading OOH media organization in its areas of presence. It is committed to innovate and contribute to the growth of the OOH industry by reaffirming its focus on research, development and innovations.

Outdoor Media Integrated

Their Mission: "Our Mission Is To Continuously Enhance Customer Delight." A specialist in offering Out of Home (OOH) / Outdoor Media Services. We are the largest Independent OOH Media Agency in India with a vision to break many a barrier in this exponentially growing medium. The company is equipped to plan, strategize, buy and do the entire implementation of any outdoor media requirement across all states and union territories in the country. To help us achieve our mission, a dedicated team of professionals with broad and indepth knowledge of the finer nuances of Outdoor media are deployed 24 x 7. The teams long-standing cordial relationships with media owners across the country, extensive experience and skills in buying and negotiating, leads to best buys. This allows the company to execute the clients outdoor media requirements with efficient and cost effective campaigns. Within a short period of 8 years, we take utmost pride in being associated with some of the best corporate in India. Our privileged client list includes Zee Network, Parley Food Products, Platinum Guild International, Shoppers Stop, Adidas, HDFC Bank, HDFC Standard Life Insurance, HDFC Mutual Fund, Smirnoff, Johnnie Walker, TV Today Network, Philips, Allianz Bajaj and many more...

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Right angle OOH Media

Across all media choices that exist today, only one is not subject to audience fragmentation Out-Of-Home media. In todays increasingly busy lifestyles only one trait links everyone together we each leave our home and venture to places of work, study, worship or shopping. OutOf-Home media (OOH) is any type of media that reaches the consumer outside of the home or office. OOH media reaches its audience as an element of the everyday environment. It interacts on a level that is self-selective based on the creative intent.

Out-Of-Home media comprises of various formats: Traditional Outdoor - billboards, bridge banners Street Furniture - bus shelters, kiosks, benches Alternative Outdoor - arenas & stadiums, digital Transit Outdoor - buses, airports, taxis, truck sides

Out-Of-Home media can seamlessly fit into a media plan for a variety of purposes; from carrying the campaign on its own, to sustaining awareness and finally stemming erosion of the prime media use in a campaign. So, outdoor mediums fit well in media plans - be it in short bursts, drips, solo or for bridging the gaps between other campaigns. Out-Of-Home works on the tried and tested principle of reach and frequency. However, at the same time, locations can be bought for specific and tactical purposes promotions, sales, store directions - as a re-enforcement. After all, it is the only medium that is meant purely for advertising! Right Angle is in the business of Out-Of-Home media development and management in the UAE and MENA region and is one of the largest Out-Of-Home advertising concessionaires in the UAE.

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Right Angle is proud partners with the Roads & Transport Authority of Dubai (RTA) in initiating the worlds first Air-Conditioned Bus Shelter network for Dubai.

Bus Shelters will be installed in over 600 locations on the primary transit routes of Dubai.

KNOWLEDGE BASE + COLLABORATIVE GROWTH Right Angle is a complete OOH media solutions provider from conceptualizing to designing, investing to completion, managing to marketing and more. The three primary facets of Right Angles core business are: Creating value for all stakeholders Operation & Management of OOH Assets Marketing & Sales

The Right Angle teams collective global experience of more than 100 years in OOH media enables us to forge international partnerships, create assets that enhance a citys infrastructure and add value to the organization. MISSION

To be the right choice for clients looking for optimum solutions in the Out-Of-Home environment. Right Angle provides: VISION RIGHT MEDIA RIGHT SERVICE RIGHT QUALITY RIGHT CONCEPT

For Our Stakeholders

To be a globally acclaimed, locally trusted Out-Of-Home media organization passionate about creating positive values for all stakeholders DIT Dehradun 2010-12

For Our Clients

To provide an accountable media platform that is effective and measurable

For Our Environment

To provide socially responsible, utilitarian facilities in cities

For Our People

To provide an open, transparent workplace that supports people to achieve their highest potential

Business Model

Right Angle is in the business of Out-Of-Home media development and management in the UAE and MENA region. Right Angle specializes in associating with local government / municipal bodies in creating mutually feasible infrastructure for public consumption. This is known as the Public-Private Partnership Model (PPP).

PPP is a government service or a private business venture which is funded and operated through a partnership of government and one or more private sector companies.

The GCC and MENA regions have experienced tremendous growth in the last few years and this, in turn, has opened up new doors to infrastructure development. Progressive municipalities and road and transport authorities constantly evaluate all options towards infrastructure development so that they are able to reduce turnaround time in order to meet the growing transit needs of a developing nation. This they do with an eye on maximizing their resources and assets while minimizing risks associated with large projects.

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Right Angle Media is committed to creating the right solutions that help these forward thinking and pro-active public sector organizations in achieving their objectives. We strive towards creating innovative PPP solutions and models that deliver public services and are financially and operationally viable.

We work on Build-Operate-Transfer (BOT) as well as Design-Build-Operate-Transfer (DBOT) models, thus providing flexible and leading-edge business solutions to government needs. These solutions are based on our expertise in Street Furniture media.

Figure: 2.1

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2.2 TDI Airport/OOH Media

INDIAS LEADING AIRPORT & OOH MEDIA SERVICE PROVIDERS Established in 1986, we are Indias Largest Airport Media operators. Active presence at 14 Airports & Important Stations of Delhi Metro Rail. Well equipped to provide complete range of OOH Media Services including planning, buying, execution, scientific monitoring etc. Fully functional, well equipped countrywide Infrastructure. Well equipped 20 branches throughout India manned by competent professionals. Present client list encompasses well known National / International Brands. We provide Most Competitive, efficient, effective & Best Value For Ad Spend. Services Our services include a full array of out - of - Home advertising solutions on a turnkey basis. This is backed by experienced media professionals, requisite software, latest data and nationwide networking. Benefits

Largest networked Out - of - Home Agency in the country with 18 offices nationwide.

Lowest rates in the market due to "preferred status" with suppliers accruing out of upfront payments & longstanding relationships and rapport.

Strategic planning, ensuring the client's campaigns get noticed by the right target group at the right place, right time and right ambience.

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Creative consultancy & solutions through production / adaptation of Out of - Home specific creatives and recommendation of "what works & what does not". We have an "in house" creative team specializing in Outdoor creatives towards this end.

Innovations - Creative & media - as well as expertise in utilization of non traditional and new media to create buzz, break through the clutter and provide maximum impact & recall.

World class execution encompassing aesthetically done up standardized displays, innovations and fast turnaround times.

Regular monitoring & proactive maintenance of all sites, with daily, weekly and fortnightly reports to the clients. This is undertaken through not only our dedicated monitoring personnel but also through select regional and local monitoring agencies with which we have exclusive tieups.

Competition tracking, with regular reports to clients on activity / strategy, spend levels, future plans etc. of competitors.

Post buys analysis through "dip stick" studies to gauge and communicate to the clients the efficacy, impact and noticability of the sites / campaigns as well as the way forward.

Our USP

Our nationwide network of 18 fully functioning offices - the largest in the country.

Our exclusive media: 14 domestic & international airports and 12 premium Delhi Metro stations.

Our expertise / experience in and stress on creative & media innovations. Our best rates & value adds

Our Commitment

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To offer the best / lowest rates in the market on all OOH media nationwide through our networking and prompt upfront vendor payments.

To offer the whole gamut of our services and value adds at every stage. To leverage our own mediums I.e. Airports & Metro Stations and give our clients the best deal.

To bring transparency and accountability to the clients table from concept to completion.

And overall, to make sure that our clients get value for every penny spent.

2.3 Other Competitors Although they are the only company India who is working on the concept of branding inside the golf courses, so there is not so much competition in the market in this segment. But as they are now engaged with the other activities also i.e BTL and Tournaments activities there are have a good competition with the other companies who are already engaged in such activities from long time.

For BTL &ATL and Golf Tournaments activities there major competitors are: O & M Ogilvy & Mather Ltd - Brand Print, Brand Audit, Information Gathering, Brand Stewards - offices in Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, India & over 159 cities worldwide

,http://www.ogilvy.com

Percept Advertising Ltd - Advertising, Media, Public Relations - Offices in Mumbai, Delhi, Baroda, Pune, Bangalore, Lucknow.www.perceptindia.com

Icon Relations - PR agency based in Kochi - K Social Media assistance, Crisis Management, Image management, Business Intelligence, Media tracking, Press Clipping services, Press Conference and Press Release. Areas

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served-Kochi,

Trivandrum,

Calicut,

Coimbatore,

Chennai

and

Bangalore.,info@iconrelations.com http://www.iconrelations.com

Oberoi Multimedia Limited: Press and television advertising, Graphic Designing, Strategic Planning , Creative Solutions, Outdoor Ad Release, Television Ad Release, , Direct Mail and Marketing, Cinema and Transit Advertising, Electronic Kiosks, Web Site Development, Exhibitions and Trade Shows, Catalogues, Brochures, In-film Promotion, Media Planning & Buying ,Email: mail@oberoimultimedia.com Website: www.oberoimultimedia.com Andheri (W), Mumbai

Xebec:

'Integrated

Communications

Group'

offering

suite

of

communication services such as Advertising, Brand Building, Print Production, Public Relations and Market Research under one roof. Experience: The agency has over 14 years of experience in handling International and National accounts. Qualified and Experienced professionals are Xebec's value added assets. Website: http://www.xebecindia.com

Glimmerize Advertising and Entertainment solution company : Our Business Activities : 3D, walk through, Print Media, Website Solutions, Electronic Media, Event Management, Artist Management, CD-ROM Presentations, Designer Stalls & Exhibitions, Outdoor Advertising, Logo Designing, PR Activities. Our Major Clients: Omaxe, Amway, Zion Promoters & Developers, (Rock Band) and many more. Visit us more details at http://www.glimmerize.com,

Creative Inc - is a 12-year old advertising and brand management organization working with some of the leading names of the industry. Our services include branding, media planning and buying, print advertising (leading national dailies, magazines, etc), BTL activities end-to-end event management and radio and television commercials. We help create and consolidate brand image through integrated advertising and marketing mix. CREATIVE INC's client portfolio includes multinationals, retail sector,

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hospitality, NGOs, television channels and educational institutes. Location: Main Kalkaji Market New Delhi ,www.creative-inc.biz Alert Golf Management Services Pvt Ltd-One of the industry's leading golf management companies since a decade, Alert Golf Management Services Pvt. Ltd. (AGMS) has been at the forefront of developing, managing and maintaining top golf facilities and landscaping works nationwide. Amongst the first to offer golf management services, AGMS has pioneered the construction and maintenance of some of the country's most elite Clubs, Organizations etc

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Chapter III Comparative Study of Golf Outdoor Media with OOH Media and Airport Media

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CHAPTER III 3. COMPARATIVE STUDY OF GOLF OUTDOOR MEDIA WITH OOH MEDIA(LAQSHYA) AND AIRPORT MEDIA(TDI)

No study is considered as completed, until and unless it if verified with some facts and figures, in this chapter we are going to go through some graphs and charts on the basses of some facts and figures which I have obtained from some secondary source

Here in this chapter we are going to discus about certain points, such as

In terms of their Growth Rate Market value Geographical Presence Clientele Target population Human resource

In this study we have compared the three media companies, who are dealing with different segments, such as

Value2ad- Golf Outdoor Media Laqshya- Street Media TDI- Airport Media Others all othere small companies in the market

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Table 3.1: Classification on the basis of Annul Turnover (IN CR)

Company Value2ad Years 2007 2008 2009 2010 2011 0.9 1.5 2 2.3 4 87 112 118 108 120 156 163 152 170 200 12 14.5 14 14.5 16 Laqshya TDI Others

250

200 Value2ad Laqshya 100 TDI Others 50

150

0 2007 2008 2009 2010 2011

Figure: 3.1

Inference - The above chart shows that the TDI and Laqshya have a good annual turnover in comparisons to the other companies

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3.2 Classification on the basis of Number of New Business (NO. of New Client added)

Company Value2ad Years 2007 2008 2009 2010 2011 2 5 7 10 12 33 27 30 35 22 35 37 29 23 31 5 7 12 4 5 Laqshya TDI Others

40 35 30 25 20 15 10 5 0 2007 2008 2009 2010 2011 Value2ad Laqshya TDI Others

Figure:3.2 Inference The above chart shows that the new companies coming in the market or existing companies coming up with a new product are approaching more to TDI and Laqshya for their media promotions

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3.3 Classification on the basis of Growth Rate (In Percentage)

Company Value2ad Years 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 50 66 33 15 73 9 28 5 -9 11 4 4 -7 11 17 20 21 -3 3 10 Laqshya TDI Others

80 70 60 50 40 30 20 10 0 -10 -20 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 Value2ad Laqshya TDI Others

Figure:3.3 Inference The above chart shows that the Value2ad has the highest Growth rate, as they have a new media and concept is different from other media. Another reason is that others companies exist from a long time so now are into their stagnation state. DIT Dehradun 2010-12

3.4 Classification on the basis of Geographical Presence (No of states and union territories in India)

Company Value2ad Location In India Out of India 35 0 6 2 12 1 5 0 Laqshya TDI Others

35 30 25 20 15 10 5 0 In India Out of India Value2ad Laqshya TDI Others

Figure: 3.4 Inference The above chart shows that with-in India, value2ad have a very big and strong network for the media promotion in comparison to other media owners, but at the same time they dont exist out of India, where others are.

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3.5 Classification on the basis of Number of Clients Company Value2ad Year 2007 2008 2009 2010 2011 5 7 12 13 18 45 57 73 84 93 32 37 45 54 66 7 12 17 21 24 Laqshya TDI Others

100 90 80 70 60 50 40 30 20 10 0 2007 2008 2009 2010 2011 Value2ad Laqshya TDI Others

Figure:3.5 Inference The above chart shows that the Laqshya have the highest number of clientele all across India. As well as we can see that all the companies have an increase in clientele, this also shows that there is lot of demand of the media by the companies for their brand promotions.

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3.6 Classification on the basis of Target Population

Company Value2ad Year 10-20 years 21-40 years 41-60years 60years and above 10 25 55 10 30 40 20 10 15 50 30 5 15 70 13 2 Laqshya TDI Others

80 70 60 50 40 30 20 10 0 10-20 years 21-40 years 41-60years 60years and above Value2ad Laqshya TDI Others

Figure:3.6 Inference The above chart shows that the media owners maintain their media option or formats in such a manner through which they can target each segment of the society, but from the above figure we can conclude that there major target is the age group between 2140 years because in major cases this age comes out as the decision maker in the families.

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3.7 Classification on the basis of Duration in Media Industry

Company Value2ad existence No of years in existence 7 15 26 10 Laqshya TDI Others

30 25 20 Value2ad 15 10 5 0 No of years in existance Laqshya TDI Others

Figure. 3.7

Inference The above chart shows that TDI as being one of the biggest market leader in terms of media buying and selling in the media industry, the biggest reason for being into such stage is because being and oldest company with having 26yr of media selling experience.

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3.8 Classification on the basis of Man Power Company Value2ad Employee Laqshya TDI Others

No of Employee

50

200

350

30

400 350 300 250 200 150 100 50 0 No of Employee Value2ad Laqshya Tdi Others

Figure: 3.8

Inference The above chart shows that TDI as being one of the biggest market leader in media, they dont have that number of sites as much as Value2ad have but still in terms of number of employee, it have the max. number that is not only in India but even outside too.

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Chapter IV

FINDINGS, CONCLUSIONS AND SUGGESTIONS.

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CHAPTER IV FINDING, CONCLUSION AND LIMITATIONS

4.1 Findings Of The Study

The study is to analyze the business performance of the media owners and there are some findings I found during the study. Those are given below:

TDI and Laqshya have a maximum annual turnover in comparisons to the other media companies in the market. TDI and Laqshya have a very strong network and have a good marketing team which is managed by a good and well trained and knowledge staff who always manage to get new business from the clients.

The demand of their media is so high that the new companies coming in the market or existing companies coming up with a new product are approaching more to TDI and Laqshya for their media promotions. In terms of growth rate Value2ad has the highest growth rate, as they have a new media and concept is different from other media. Another reason is that others companies exist from a long time so now they are into their stagnation state.

In terms of media options, formats and demands of new innovations, with-in India, Value2ad have a very big and strong network for the media promotion

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in comparison to other media owners, but at the same time they dont exist out of India, where Laqshya and TDI exist out of India also. Laqshya have the highest number of clientele all across India. But at the same time we saw the other companies who exist in the media industry are also growing, this also shows that there is lot of demand of the media by the companies for their brand promotions.

Media owners maintain their media option or formats in such a manner through which they can target each segment of the society, but there major target is the age group between 21-40 years because in major cases this age comes out as the decision maker in the families. TDI as being one of the biggest market leaders in terms of media buying and selling in the media industry, the biggest reason for being into such stage is because being and oldest company with having 26yr of media selling experience.

TDI as being one of the biggest market leaders in media, they dont have that number of sites as much as Value2ad have but still in terms of number of employee, it has the maximum number that is not only in India but even outside too.

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4.2 Conclusion

There is lot of companies exist in the media industry for the branding and media promotions, but very few who are acting as the media owners. Form the study we also concluded that the media industry is a growing industry and future aspect are good

The demand of media industry and media experts are lot of there in the market, all company need it to make their brand presence and to increase the number of footfalls for their product selling

4.3 Limitations:

The project is limited in scope due to restrictions over the secondary data source We are not able to study about the advertising and media agencies as the study is limited to the study of media owners only

The study was done on few media owners companies therefore the result cannot be generalized for the whole media owners companies exist in the media industry

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BIBLIOGRAPHY

The work which is done is all been collected from the different sources, such as 2011 media kit , updated by clear channel outdoor; ALBUQUERQUE A presentation made by Mr. Sandeep Bansal , founder director , ebusiness interactive , on brand influence A project work done by SIMON and LOUISE HUDSON on golf tourism, published by good fellow publishers limited, woodeaton oxford, www. goodfellowpublishers.com Details mentioned by the UHI Millennium institute, which provides BA (HONS) GOLF MANAGEMENT A presentation on consumer behavior on http___www1.ximb.ac.in www.google.co.in www.en.wikipedia.org African Journal of Business Management Vol.2 (6), pp. 111-118, June 2008, Available online at http://www.academicjournals.org/AJBM ISSN 1993-8233 2008 Academic Journals, Full Length Research Paper Product placement: exploring effects of product usage by principal actors Value2ad.com And there took kit.

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