14 telivision

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PREFACE

I am pleased to present the project report on "Preparing

Advertisement Copy on The Assigned Product before my respected

readers. It is a humble attempt from my part to judge consumer

behavior for the effectiveness of existing and self designed ad-copy of

Spices.

This study deals with a number of topics, which will help the reader

understand and learn how consumers make consumption decisions

regarding Spices.

Language of the report is simple and lucid. Attempts have been made

to arrange the subject matter in a systematic and well-knit style.

Efforts have also been made to deal with all topics precisely and

gently.

I express thanks to all those prolific teachers and experts of

management whose theories and ideas have been incorporated in this

project report.

Despite of this it is very difficult to be perfect to the core and mistakes

do creep in for which I extend my apology and carve the hospitality of

the readers to point them out. Their criticism and suggestions for the

improvement in future are welcomed.

KETKI GOYAL


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ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number of persons. Iwish

to express my deep sense of gratitude to all those who generously

helped in successful completion of this report by sharing their

invaluable time and knowledge.

It is my proud and previledge to express my deep regards to

Respected Mr. Anand Tiwari, Head, Faculty Of B.B.A. Department,

Govt. Autonomous Girls P.G. College of Excellence Sagar for allowingme to undertake this project.

I feel extremely exhilarated to have completed this project under

the able and inspiring guidance of Mr. Shailendra Patel He rendered

me all possible help and guidence while reviewing the manuscript in

finalising the report.

I also extend my deep regards to my teachers, family members,

friends and all those whose encouragement has infused courage in

me to complete the work successfully.

KETKI GOYALB.B.A. IIIrd Sem.


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CERTIFICATE

Date:

The project report titled Preparing Advertisement Copy On The

Assigned Product has been prepared by Miss. KETKI GOYAL, IInd

Batch, under the guidance and supervision of Mr. Shailendra Patel , for the

partial fulfillment of the degree of B.B.A.(Hon).

Signature of the Signature of Signature ofSupervisor: Head of the the examiner

Department:


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DECLARATION BY THE CANDIDATE

Date:

I declare that the project report titled Preparing Advertisement

Copy On The Assigned Product is my own work conducted under the

supervision of Mr. Shailendra Patel, Department Of Business,

Management, Faculty Of B.B.A. Department, Govt. Autonomous Girls

P.G. College of Excellence. To the best of my knowledge the report

does not contain any work, which has been submitted for the award of

any degree, anywhere.

.MISS. KETKI GOYAL

3rd Semester IIth Batch


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TABLE OF CONTENTS

Preface

Acknowledgement Certificate

Declaration by the Candidate

1. Introduction2. Line of Objectives3. Research methodology

4. Data analysis and interpretation5. Self designed advertisement

Product profile

Script for advertisement

Advertisement of existing brand6. Findings7. Conclusion8. Suggestions

9. Limitations

Bibliography

Appendix

Format of Questionnaire


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INTRODUCTION TO THE TOPIC

In the present Project I have analyzed the Television market of Bhopal. For

the purpose I have done survey of 100 respondents.

Market Research is a systematic, objective collection and analysis of data

about a particular target market, competition, and/or environment. It always

incorporates some form of data collection whether it is secondary research

(often referred to as desk research) or primary research which is collected

direct from a respondent.

The purpose of any market research project is to achieve an increased

understanding of the subject matter. With markets throughout the world

becoming increasingly more competitive, market research is now on the

agenda of many organizations, whether they are large or small.

Marketing Research is the function, which links the consumer and public to

the marketer through information and information used to identity and define

marketing opportunities and problems generated, refine evaluate marketing

actions, monitor marketing performances, and improve understanding of

marketing research as a process.


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LG ELECTRONICS

Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned

subsidiary of LG Electronics, South Korea. In India for a decade now, LG is

the market leader in consumer durables and recognized as a leading

technology innovator in the information technology and mobile

communications business . LG is the acknowledged trendsetter for the

consumer durable industry in India with the fastest ever nationwide reach,

latest global technology and product innovation. One of the most formidable

brands, LGEIL has an impressive portfolio of Consumer Electronics, Home

Appliances, GSM mobile phones and IT products. LG Electronics India Pvt.

Ltd., a wholly owned subsidiary of LG Electronics, South Korea was

established in January, 1997 after clearance from the Foreign Investment

Promotion Board (FIPB). The trend of beating industry norms started with the

fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with thecommencement of operations in May 1997. LG set up a state-of-the art

manufacturing facility at Greater Noida, near Delhi, in 1998, with an

investment of Rs 500 Crores. This facility manufactured Colour Televisions,

Washing Machines, Air-Conditioners and Microwave Ovens. During the year

2001, LG also commenced the home production for its eco-friendly

Refrigerators and established its assembly line for its PC Monitors at its

Greater Noida manufacturing unit.

The beginning of 2003 saw the roll out of the first locally manufactured Direct

Cool Refrigerator from the plant at Greater Noida.In 2004, LGEIL also up its

second Greenfield manufacturing unit in Pune, Maharashtra that commences

operations in October 2004.


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Covering over 50 acres, the facility manufactures LCD TV, GSM Phones,

Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color

Monitors.

Both the Indian manufacturing units has been designed with the latest

technologies at par with international standards at South Korea and are one

of the most Eco-friendly units amongst all LG manufacturing plants in the

world.

LG has been able to craft out in ten years, a premium brand positioning in

the Indian market and is today the most preferred brand in the segment.

VISIONLG Electronics is pursuing the vision of becoming a true global digital leader,

attracting customers worldwide through its innovative products and design.

The companys goal is to rank among the top 3 consumer electronics and

telecommunications companies in the world by 2010. To achieve this, we

have embraced the idea of Great Company, Great People, recognizing that

only great people can create a great company.


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LG TV


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VIDEOCON

Videocon is a household brand name across the nation for consumer electronics

and home appliances. It is multi-faceted Rs. 3500 crore group, with the state of -

the - art manufacturing facilities all over India. This company was incorporated in

1984 with the avowed purpose of producing world-class Color Television through

a technical tie-up with Toshiba Corporation of Japan. It has emerged as Indias

leading brand of both color and black & white TV. The range of consumer

electronic products and home appliances include Neuro-Fuzzy logic washing

machines, user friendly no-frost refrigerators, music systems, color televisions &

VCRs. Apart from making products for Toshiba and Sansui for their markets,

Videocon is also setting-up manufacturing and marketing facilities in the Middle

East, Europe, Indonesia and South Africa.

Videocons Major Production Facilities are:

Videocon International Ltd., Chitegaon, Aurangabad.

Videocon International Ltd., Gandhinagar

Videocon Appliances Ltd., Chitegaon, Aurangabad

Videocon Narmada Electronics Ltd., Bharuch

Videocon VCR Ltd., Bhalgaon Aurangabad
http://www.videoconworld.com/ad-campaigns/consumer-durables/tv/FILE_GLOBAL_HOME


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TIME LINE


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VIDEOCON TELEVISION


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SAMSUNG INDIA

Samsung India is the hub for Samsungs South West Asia Regional

operations. The South West Asia Regional Headquarters looks after the

Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan

besides India. Samsung India which commenced its operations in India in

December 1995, today enjoys a sales turnover of over US$ 1Bn in just a

decade of operations in the country.

Headquartered in New Delhi, Samsung India has a network of 20 Branch

Offices and 40 Area Sales Offices located all over the country. The Samsung

manufacturing complex housing manufacturing facilities for Colour

Televisions, Colour Monitors, Refrigerators and Washing Machines is locatedat Noida, near Delhi. Samsung Made in India products like Colour

Televisions, Colour Monitors and Refrigerators are being exported to Middle

East, CIS and SAARC countries from its Noida manufacturing complex.

Samsung India currently employs over 1600 employees, with around 18% of

its employees working in Research & Development.

SAMSUNG VISION

Samsung India's Vision entails helping people improve the quality of their

lives by providing them with superior quality, state-of-the-art technology

products at the right time and the right price. But beyond its role as a

purveyor of quality products in India, Samsung seeks to contribute to the

economic growth of the country though its export commitments and large

scale production facilities generating secured employment for hundreds of

Indian people.

At Samsung, we strive to contribute to the development of the electronics

and components industry in India by enhancing the knowledge levels of our

workforce through the introduction of our advanced management systems

and production know-how in our manufacturing facilities by introducing our

Indian vendors to our world class quality systems and helping them in

improving them in their own quality systems and production processes and

setting benchmarks for the industry


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both in terms of after sales service for our products, quality systems and

management techniques at our facilities or our products themselves.

At Samsung, we believe in returning to the community some of the profits we

earn from it, through the social causes we espouse. We view ourselves not

as an MNC operating in India, but as an 'Indian Company' operating here,

conforming to the laws of the country and committed to working for the Indian

community.

SAMSUNG TELEVISION


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OBJECTIVES OF THE STUDY

To analyze the television Market of Bhopal.

To analyze the factors influencing the customers to choose a particularbrand of Television.

To know the customers view towards Televisions of different brands.


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ADVERTISEMENT CONCEPT

Advertising is multidimensional. It is a form of mass communication, apowerful marketing tool, a component of economic system, a means

of financing the mass media, a social institution, an art form, aninstrument of business management, a field of employment and aprofession. Advertisement has both forward & backward linkages inthe process of satisfaction across the entire spectrum of needs. Theexplicit function of advertisement is to make the potential audienceaware of the existence of the product, service or idea which wouldhelp them fulfill their felt needs and spell out the differential benefits ina competitive situation. Advertising is not a panacea that can restore apoor product or rejuvenate a declining market. It only helps in selling

through the art and business of persuasive communication.

WHY ADVERTISEMENT IS NEEDED?

Advertising is a communication channel which enablesconsumers in making choice from the best available alternativein the market, thus satisfying the basic aim of advertisement.

Advertisement is mass audience communication programme.

Advertisement makes it possible for the manufacture tointroduce new ideas & new products.

Advertisement makes product adoption process smooth.

Advertisement expands markets, builds up volume, gives amarket share and profitability and reduces prices.

IMPORTANCE OF ADVERTISEMENT PLANNING

Some basic elements of advertisement planning are:

Advertisement Budget Media Planning Creative Strategy

Advertisement Effective

ADVERTISEMENT EVALUATION


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Pre-testing & Post-testing method

The testing can be related to the ad copy in terms of its message,

idea, theme, slogan & contents or also can be related to products inwhich impact of message on product awareness or buying intention ismeasures.Measures can be broadly classified into two categories:

Laboratory measures Real- world measures

The following are the laboratory measures of pre-testing which

are ads related:

1. Consumer jury2. Portfolio tests3. Readability tests4. Physiological measures5. Eye-camera6. Tachistocope7. GSR/PDR

The following are the laboratory measures of pre-testing whichare products related:

1. Theatre tests2. Trailer tests3. Laboratory stores

The following are the real-world measures of pre-testing which

are ads related :1. Dummy advertising vehicles2. Inquiry tests3. On the air tests

The following are the real-world measures of post-testingwhich are ads related :

1. Recognition tests2. Recall tests


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3. Association measures4. Combination measures

The following are the real-world measures of pre-testing aswell as post-testing which are products related :

1. Pre-post tests2. Sales tests3. Mini-market tests

ADVERTISEMENT STRATEGY

Strategy is a link between advertisement objectives & advertisement

plan. Strategy also makes it easier to implement the plans & goals.

There are seven possible strategies from which ideas have been

taken. These are pioneering a product, Emphasize a benefit, Put

across the USP of a brand, Build a brand image, Offer a range of

products, Future users of the products, Discover new uses for an

existing product.

In my advertisement I have tried to use the strategies of emphasizing

a benefit i.e. giving the product at lower price than others with

additional new flavors.

Also the following market considerations are taken into account as

they affect the strategy formulation:

Positioning of the product: The Zest Spices are positioned at middle-

income group of customers and even the rural customers.

Promotion mix: As a marketer we are interested in the right mix or

combination of Advertising, Publicity, Personal selling (especially in

villages) & Sales promotion.


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Advertisement media: The most preferred advertisement media for

Zest Spices is Television; also the print media (newspapers &

magazines) is used in some areas.

Advertisement budget: The total amount to be spent on the

advertisement of Zest Spices will be decided on the basis of

Advertisement Objective & Task Method. This is so chosen because

the competition is so much that you cannot think of profit first and then

generate revenue for advertisement, but if the product is

communicated very well than it automatically sell and generate

revenue too.

Vital decision about the size of space (for print media) or length of

time (for broadcast media) for the ads have yet to be made, which will

be based on the rational price, proper space, and which gives

advantage of time utility.


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Objectives of research

1. To gain insight into the customer preferences regarding spices.

2. To search the motives that stimulates consumers to purchasespices.

3. To find out the awareness level of customers regardingadvertisement.

4. To compare two different brand advertisements of the similarmedia.

5. To find which is the most popular brand advertisement.

6. To know about effective advertising media that persuades thecustomers most.

7. To design advertisement copy for spices.

8. To pre-test and post-test the effectiveness of existing anddesigned advertisement copy.

RESEARCH METHODOLOGY


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WHAT IS RESEARCH METHODOLOGY?

It is the science that tells the method of doing research .It mainly

consists of following steps;

Developing research design

Determining the data collection method

Developing sampling plan

Conducting field work

Research in common parlance refers to a search for knowledge.

One can also define research as a scientific and systematic

search for pertinent information on a specific topic.

The word research has been derived from French word

Researcher means to search.

DEFINITION OF RESEARCH METHODOLOGY:

Research may be defined as "a careful investigation or enquiry

specially through search for new facts in any branch of knowledge "in

a technical sense research comprise defining &redefining problems,

formulating hypothesis or suggested solutions; collecting ,organizing

&evaluating data; making deductions & reaching conclusion & at last

carefully testing the conclusion to determine weather they fit the

formulating hypothesis.

RESEARCH DESIGN:


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Research Design is the conceptual structure within which

research is conducted. It constitutes the blueprint for collection,

measurement and analysis of data. The design used for

carrying out this research is Descriptive.

RESEARCH DESIGN USED IN THE SURVEY:

Considering the objectives of the study and also the importance of the

decision it was decided to undertake an exploratory survey.

DATA COLLECTION:

Types of data:1. Primary data- primary data are those which are fresh and collected

for the first time and thus happen to be original characters.

2. Secondary data - It is the data that is already been collected by

someone else.

In this survey I used both primary and secondary data. All informationcollected through questionnaire.

DATA SOURCE:

The sources of collection of secondary data are:

Questionnaire

Books

Websites

Magazine

Brochure

SAMPLING PLAN:


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It is very difficult to collect information from every member of a

population .As time and costs are the major limitation that the

researcher faces.

A sample of 30 was taken the sample size of 30 individualswere selected on the basis of convenient sampling technique.

The individuals were selected in the random manner to form

sample and data were collected from them for the research

study.

ANALYSIS AND INTERPRETATION:

Data collection through questionnaire and personnel interview

resulted in availability of the desired information but these were

useless until there were analyzed. Various steps required for this

purpose were editing, coding and tabulating. Tabulating refers to

bringing together similar data and compiling them in an accurate and

meaningful manner. The data collected by questionnaire was

analyzed, interpreted with the help of table, bar chart and pie chart.

DATA ANALYSIS & INTERPRETATION


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29%

1%

0%

5%

10%

15%

20%

25%

30%

Yes No.

Q.1 Do you like the advertisment of T.V.

Answer PercentageYes 29%No. 1%

Q.2 Which past of advertisment is appealing to you

Answer PercentagePunchline 12%


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Slogan 6%Theme 10%Logo 2%

Q.3 What basic ideas or image of advertisment

communicated to you

Answer PercentageEconomical 5%

12%

6%

10%

2%

0%

2%

4%

6%

8%

10%

12%

Punchline Slogan Theme Logo


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Cheap 10%Affordable 10%Any other 5%

Q.4 How do you rate the advertisment of T.V.

Answer PercentageGood 3%

Average 2%Very good 10%Satisfactory 15%

5%

10% 10%

5%

0%

1%

2%

3%

4%

5%6%

7%

8%

9%

10%

Economical Cheap Affordable Any other


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Q.5 Which is the most effect media to present the advertisment.

Answer PercentageT.V. 10%Magzine 10%Newspaper 8%Radio 2%

3%2%

10%

15%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Good Average Very good Satisfactory

10% 10%

8%

2%

0%

1%

2%

3%

4%

5%6%

7%

8%

9%

10%

T.V. Magzine Newspaper Radio


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OBSERVATIONS & FINDINGS

28% of the respondents have LCD Television, 72% of the respondents

have CRT Television.

24% of the employee say that they have Samsung LCD / CRT TV, 44% of

the respondents have LG LCD / CRT TV and 22% of the respondents

prefer ONIDA.

24% of the respondent say Price is the factor which build brand, 6% say

Clarity builds brand, 10% say sound quality, 18% say Durability, 8% say


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Looks, 34% say Quality is the most important factor for building brand

image.

36% consumers look out for comparative advantage while making a

purchase.

24% people say that good quality makes a brand preferable.

24% of the respondents say the price of Samsung LCD / CRT Television is

less, 20% say Price of LG LCD / CRT Television is less, 20% say ONIDA

LCD / CRT Television has less price, 36% of the respondents say

Videocon LCD / CRT Television has less price.

28% of the respondents say Samsung has very good clarity, 46% of the

respondents say LG LCD / CRT TV has very good clarity, 16% of the

respondents say ONIDA LCD / CRT TV has very good Clarity, 10% of the

respondents say Videocon LCD / CRT TV has best clarity.

32% of the respondents say Sound of Samsung LCD / CRT Television is

best, 34% of the respondents say LG LCD / CRT Television is best in

terms of Sound Quality, 16% of the respondents say ONIDA LCD / CRT

Television is best in terms of Sound Quality, 18% of the respondents say

Videocon LCD / CRT Television is best in terms of Sound Quality.

32% of the respondents say Durability of Samsung LCD / CRT Television

is best, 34% of the respondents say LG LCD / CRT TV, 14% of the

respondents say Durability of ONIDA TV & 20% of respondents say

Videocon LCD / CRT TV.

24% of the respondents say Samsung LCD / CRT Television is best in

terms of Performance, 36% of the respondents say LG LCD / CRT

Television is best in terms of Performance,22% of the respondents say

ONIDA LCD / CRT Television is best in terms of Performance.& 18% of the

respondents say Videocon LCD / CRT Television is best in terms of

Performance.


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24% of the respondents say Features of Samsung LCD / CRT TV is best,

32% have rated LG LCD / CRT as best in terms of its features, 20% of the

respondents say ONIDA LCD / CRT TV is best in terms features.

28% of the respondents say Samsung has very good clarity, 46% of the

respondents say LG LCD / CRT TV has very good clarity, 16% of the

respondents say ONIDA LCD / CRT TV has very good Clarity, 10% of the

respondents say Videocon LCD / CRT TV has best clarity.


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CONCLUSIONS

This project helped me tremendously in knowing how marketing activities are

carried out in a real situation. In classroom lectures, I was able to understand

only the theoretical work I have the practical experience about the marketing

activities. As far In my study I have found that maximum people prefer to buy

LG LCD / CRT TV as compared to other brands of LCD / CRT Television

because of its Sound system and features and performance. Inspite of Less

price of other brands of LCD / CRT TV people prefer LG LCD / CRT TV.

I found that people prefer LCD Televisions because of their attractive looks

and space required for keeping LCD Television is also very less.


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SUGGESTIONS

Companies must advertise their products heavily.

Customers must be made aware about the features of LCD / CRT

Televisions.

After sales services provided must be improved.

More advertisement must be made to improve brand image.

Attractive offers must be made by the company.

Spares parts should be provided at low cost.


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BIBLIOGRAPHY

Books:

Kotler, Philip., Marketing Management Prentice Hall Of India Pvt. Ltd.,

New Delhi.

Kothari, C.R, Research Methodology, Vishwa Publication., New Delhi

Saxena, Rajan, Marketing Management Tata Mcgraw-Hill Publishing

Company Limited. New Delhi

Websites:

www.lge.com

www.videocon.co.in

www.Onida.com

www.samsung.com/in
http://www.google.com/http://www.google.com/


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QUESTIONNAIRE

Name of Purchaser : _____________________________Respondent Name : _____________________________

Age : _____________________________

Q.1 do you like the advertisement of T.V.(a) Yes (b) No

Q.2 Which part of advertisement is appealing to you(a) Punchline (b) slogan (c) Theme (d) Logo

Q.3 According to you most convincing part of the advertisement?(a) Punchline (b) Slogan (c) Idea (d) Theme (e) Logo

Q.4 what basic ideas or image of advertisement communicated to you.(a) Economical (b) Cheap (d) Affordable ( e ) Any other

Q.5 How do you rate the advertisement of T.v.(a) Good (b) Average (c) Very good (d) Satisfactory

Q.6 which is the most effective media to present the advertisement ?(a) T.V. (b) Newspaper (c) Radio (d) Magazine

Q.7 which companys advertisement do you like the most interesting ?(a) L.G. (b) Samsung (c) Videocone (d) Other

Q.8 Do you think that promotional events are necessary for a product promotion.(a) Yes (b) No

Q.9 Do you like the script of the Advertisement designed by me.(a) Yes (b) No

Q.10 Any Suggestion : _________________________________________________________________________________________________________

Thank you very much for your kind cooperation.

Place :Date Signature of Respondent

INTRODUTION TO THE PRODUCT

The aim of a television system is to extend the sense of sight beyond its natural

limits and to transmit sound associated with the scene. The picture signal is

generated by a TV camera and sound signal by a microphone. In the 625 line

CCIR monochrome and PAL-B colour TV systems adopted by India, the picture


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signal is amplitude modulated and sound signal frequency modulated before

transmission. The two carrier frequencies are suitably spaced and their

modulation products radiated through a common antenna. As in radio

communication, each television station is allotted different carrier frequencies to

enable selection of desired station at the receiving end. The TV receiver has

tuned circuits in its input section called tuner. It selects desired channel signal

out of the many picked up by the antenna. The selected RF band is converted to a

common fixed IF band for convenience of providing large amplification to it. The

amplified IF signals are detected to obtain video (picture) and audio (sound)

signals. The video signal after large amplification drives the picture tube to

reconstruct the televised picture on the receiver screen. Similarly, the audio signal

is amplified and fed to the loudspeaker to produce sound output associated with

the scene.

Script

Scene 1 There are two neightbours

Mr. Verma Bought the Zacqua T.V.

Mr. Sharma Bought the T.V. of Another Com.

Scene 2 : After Some days Mr. Sharmas Children start


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going to the Mr. Vermas House to watch T.V.

Scene 3. Mr. Sharma was very worried

He asked there children why they go to Mr. Verma

House to watch T.V.

Scene 4. childrens told him the pictures are not clear in our T.V. thats

why they go to Mr. Vermas House.

Scene 5. After Some days Mr. S. bought a the Zacqua T.V.

and now their childrens are also happy.

Zacqua


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The World u feelaround


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