INDIAN INSTITUTE OF
PLANNING AND MANAGEMENT
Kormangala , Bangalore-560025
A Project Report On“BRAND MANAGEMENT
AND
MEDIA PLANNING”
At
SUBMITTED BY : T.KRISHNA CHAITANYA REDDY
Batch: 2010-2012
INDUSTRY PROFILE
Indian Advertising Industry
The Indian advertising industry is talking business today. It has evolved from
being a small-scale business to a full-fledged industry. It has emerged as one of
the major industries and tertiary sectors and has broadened its horizons be it the
creative aspect, the capital employed or the number of personnel involved.
Indian advertising industry in very little time has carved a niche for itself and
placed itself on the global platform.
Indian advertising industry with an estimated value of rs13, 200-crore has made
jaws drop and set eyeballs gazing with some astonishing pieces of work that it
has given in the recent past. The creative minds that the Indian advertising
industry incorporates have come up with some mind-boggling concepts and work
that can be termed as masterpieces in the field of advertising.
Advertising agencies in the country too have taken a leap. They have come a
long way from being small and medium sized industries to becoming well known
brands in the business. Mudra, Ogilvy and Mather (O&M), Mccann Ericsonn,
Rediffussion, Leo Burnett are some of the top agencies of the country.
Indian economy is on a boom and the market is on a continuous trail of
expansion. With the market gaining grounds Indian advertising has every reason
to celebrate. Businesses are looking up to advertising as a tool to cash in on
lucrative business opportunities. Growth in business has lead to a consecutive
boom in the advertising industry as well.
The Indian advertising today handles both national and international projects.
This is primarily because of the reason that the industry offers a host of functions
to its clients that include everything from start to finish that include client
servicing, media planning, media buying, creative conceptualization, pre and
post campaign analysis, market research, marketing, branding, and public
relation services
Keeping in mind the current pace at which the Indian advertising industry is
moving the industry is expected to witness a major boom in the times ahead. If
the experts are to be believed then the industry in the coming times will form a
major contribution to the GDP. With all this there is definitely no looking back for
the Indian advertising industry that is all set to win accolades from the world
over. Therefore for more information on Indian advertising, advertising agencies,
marketing and advertising or any related information please visit
www.exchange4media.com.
Advertising & Marketing Industry Profile
In an industry that seems to be feast or famine, this will be the era when ad
companies asked, "Where's the Beef?" In the previous decade, a robust economy
and a hot technology sector helped increase levels of ad spending to fuel the
growth of the industry. Holding companies benefited enormously in this
environment and set the tone for the rest of the industry. The trends these
companies follow or set are the same trends that will influence the rest of the
industry for years to come.
Although the idea of the global ad holding company is not new, it was in the 90's
that they flourished. The rise of global brands and multinational companies
encouraged the growth of the holding company-- a single company that could
service brands and companies globally. The holding company structure would
also hedge against the eventual ad downturn by diversifying services to include
public relations and other marketing services. These publicly traded companies
enjoyed sky-high valuations (and the ability to fund deals with their stock) and
hit the acquisition trail in the late 1990s, resulting in some spectacular deals.
WPP Group briefly became the world's largest advertising conglomerate after its
$4.7 billion acquisition of Young & Rubicam late in 2000. In 2001 Interpublic
acquired Chicago-based True North Communications for $2.1 billion, and in 2002
Paris-based Publicis Groupe's acquisition of Bcom3 set the merged company
squarely at the table with the big boys. Not to be left out, US conglomerate
Omnicom also completed a few hundred acquisitions during this period. Each
deal spurred on the next as the pool of potential strategic acquisitions became
smaller. The rapid pace of acquisitions left little time for the holding companies
to integrate operations and evaluate the deals before an economic downturn
forced these issues to the forefront.
The ad downturn and subsequent recession revealed weaknesses in the holding
companies strategy. Although the diversified nature of the holding companies
did provide a small cushion as advertising outlays dropped, the companies
learned painfully that they were not recession proof and even though being a
public company had its benefits, once things went south shareholders were quick
to criticize. Few firms (large or small) have escaped the downturn without cost
cutting or restructuring, and the holding companies have had more than their
share of both. In addition to changes in management, Interpublic is selling NFO
World Group at a discount, and D'arcy Masius Benton Bowles has been put to
pasture by Publicis. The entire industry is hoping the Olympics and Presidential
election in 2004 will provide the boost needed to speed a recovery.
Despite the corporate strategy involved in surviving a downturn, ad firms still
continue to live or die by their creative work. Clients are demanding greater
returns for their ad dollars and have been more than willing to switch agencies
that don't measure up to expectations. The large conglomerates may use size to
their advantage but smaller independent agencies have little trouble competing
in the creative arena, with Wieden Kennedy adding "Just do it" to pop culture
vocabulary for Nike and W. B. Doner providing "Zoom Zoom" to Mazda. Small
and independent agencies may also benefit from fewer outside distractions to
focus on creating ads rather than following acquisitions, share prices, or creative
accounting.
The future of the ad industry is not in doubt -- things will get better but only
companies that have positioned themselves correctly will be able to capitalize on
the upswing. To do this, many firms are looking toward technology as the point
of departure for huge returns. The convergence of the Internet with television,
the growth of wireless communication, and the increasing use of digital video
recorders all offer new avenues and challenges for advertisers. Further
consolidation (at a slower pace) across national borders is also expected as ad
firms try to deliver global capabilities in an increasingly competitive market.
COMPANY PROFILE
Ogilvy & Mather is one of the largest marketing communications networks in the
world, with 450+ offices in 120 countries. The agency services Fortune Global
500 companies including American Express, BAT, BP, Cisco, Coke, DuPont, Ford,
Gillette, IBM, Johnson & Johnson, Kodak, Kraft, Lenovo, Mattel, Motorola, Nestlé,
SAP, Unilever, and Yahoo!
The quality of our network is based on the strength of our international network,
our local strength and depth across all communication disciplines, our culture of
collaboration and our people.
360 Degree Brand Stewardship®
As Brand Stewards, the agency works to leverage the brands of its multinational
clients by combining local know-how with a worldwide network, creating powerful
campaigns that address local market needs while still reinforcing the same
universal brand identity. The hallmark of the agency's brand-building capabilities
is 360 Degree Brand Stewardship®, a holistic look at communications, using
what is necessary from each discipline to build a brand.
We believe our role as 360 Degree Brand Stewards is this: Creating attention-
getting messages that make a promise consistent and true to the brand's image
and identity. And guiding actions, both big and small, that deliver on that brand
promise. To every audience that brand has. At every brand intersection point. At
all times.
The big ideaL™
Many of the most powerful brands are built not just on ideas, but on ideaLs. The
addition of that one 'L' makes all the difference. An 'ideal' is a higher purpose
that rallies support for the brand from many quarters, both inside and outside
the company, that provides a platform for all sorts of great ideas over time, and
that generates real support and ultimately demand.
A big ideaL™ is not quite the same as a positioning. A brand's positioning could
be based on a purely functional benefit; that it washes whiter or lasts longer. An
ideaL, however, contains an inherent point of view: it is 'a conception of
something in its perfection': a view of how things should be, of how life should
be, of how the world should be. It's not purely functional. It's a belief system
which drives everything that a brand does and helps it to attract widespread
support. It's something to be voted on by consumers and stakeholders who have
a bigger vote than ever before.
1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with
no clients and a staff of two, he built his company into one of the eight largest advertising
networks in the world. Today it has more than 450 plus offices in 169 cities.
Our history is the evolution of one man's thoughts, talents, and work ethic translated into a
company culture, a defining business strategy, a destiny.
From the very beginning, David Ogilvy intended to have a different kind of company. He
knew that if he was going to be successful as an expatriate running an under-capitalized
offshoot of an old British firm in the country that invented modern advertising (in the city
that was its epicenter), he would need to build a strong agency brand. The first two
fundamental components of that brand would be the quality and diversity of the people, and
the quality and class of the operation. "Only first class business, and that in a first class way."
The third component was his belief in brands. "Every advertisement is part of the long-term
investment in the personality of the brand."
David worked relentlessly to instill the belief that our job is to make advertising that sells,
and the advertising that sells best is advertising that builds brands. We practice what he
preached. Over the past 60 years, Ogilvy has helped to build some of the most recognizable
brands in the world: American Express, Sears, Ford, Shell, Barbie, Pond's, Dove, and
Maxwell House among them, and more recently, IBM and Kodak.
Adroitly combining the pragmatic with the romantic, David Ogilvy's copywriting was at the
heart of many of advertising's most famous campaigns, including perhaps the best-known
headline ever written for an automobile ad: "At 60 miles an hour, the loudest noise in this
new Rolls-Royce comes from the electric clock." David firmly believed that the function of
advertising is to sell, and that successful advertising for any product is based on information
about its consumer. His copy was written to sell products, and it followed the basic rules of
advertising: research and position the product, develop a brand image, and have a big idea.
Mission
“To be the most valued, by those who most value brands”.
Vision
O&M plans to increase its operations for the global clientele. The company plans
to establish two development centres, one in Bangalore focused on Database
Marketing and B2B Communications and The other to do the ‘creative’ for
international clients like Perfetti and Coke, concept development onwards. O&M
plans to increase the workforce engaged in database management and other
back-office.
BRANDS SERVICED BY
OGILVY
Adidas (since 2007)
Lenovo (since 2005)
Mattel (since 1959)
MetLife (since 2008)
Motorola (since 2000)
Nestle (since 1956)
NexCen Brands (since 2007)
SAP (since 1999)
Siemens (since 2008)
TABASCO (since 2011)
Tobacco Institute (ended 1998)
Unilever (Parent Company) (since 1954)
Vodafone (2009)
SC Johnson (2011)
American Express (since 1962)
Amway (since 2009)
British Gas (since 2008)
BP (since 1999)
Citizens Financial Group (since 2010)
Cisco (since 2002)
Coca-Cola Company (since 2001)
DHL (since 2002)
DuPont (since 2003)
Gap (since 2011)
Gillette (since 1962)
GlaxoSmithKline (since 1983)
IBM (since 1994)
COMPETITORS: Here is a quick sneak peek at the top ten advertising firms of India as of
today.
1. Ogilvy & Mather is an international advertising, public relations and
marketing agency established in 1948. This New-York based firm operates
in 125 countries across the world, with its Indian operation centre—Ogilvy
Advertising—in Mumbai. Ogilvy & Mather is the creative team behind
India’s most successful and renowned brands such as Hutch (Vodafone),
Cadbury, Asian Paints and Fevicol. The O&M network offers services to
countless Fortune Global 500 companies across the world. Ogilvy
Advertising continues to remain India’s number one advertising agency.
2. Popularly known as JWT, J Walter Thompson is headquartered in New York
having offices in over 90 countries. It was set up in 1864 and even today,
continues to create, innovate and define the world of communication in
India. JWT has many feathers in its cap including Nestle, Cadbury, Bayer,
Ford, Nokia and Unilever. Among its several accolades, JWT was recently
proffered with the “Grand Prix” award at the 2008 Cannes Lions
International Advertising Festival for the “Lead India” campaign.
3. Mumbai-based Mudra Communication was set up in 1980 with the aim
of using the art of communication to express ideas that shape its brands.
The Mudra team focuses on its consumers and their needs and
experiences. Its four agency networks ensure a customized and
collaborative approach to create a brand experience for its clients. Mudra
Communication has promoted famous brands like Neutrogena, HBO,
Philips, Reliance NetConnect, Big Bazaar and Mary Kay in such a way that
it creates a lasting impression in the hearts of the its consumers.
4. FCB Ulka Advertising Ltd., since its inception in 1961, has continued to
be among the top 5 advertising agencies in India. This company’s aim has
always been to create advertising that is noticeable and that is most
relevant to the buyer, not the seller. Some of FCB Ulka’s successful ads
include Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul,
among others. FCB Ulka is considered as a turnaround specialist that
indulges in more than just brand building.
5. Rediffusion DY & R is a Mumbai-based advertising agency that was set
up in 1973. It focuses primarily on integrated PR services and media
relations. This firm stands proud at number 5.
6. The tagline “Thanda Matlab Coca Cola” is the brainchild of one of India’s
leading advertising agencies—McCann Erickson India Ltd. McCann
Erickson was born out of a successful and profitable merger in 1930, and
its offices in Australia, Southeast Asia, Latin America, Europe and India
speak volumes about its advertising success till date. One of the many
feathers in its cap is the famous brand line “For everything else, there’s
MasterCard.”
7. RK Swamy BBDO Advertising Ltd. is one of India’s leading integrated
communication services providers, which is committed to developing
marketing solutions for its clients. Its focus—to offer intelligent, cost -
effective and creative solutions—has led it to achieve a remarkable
double-digit growth in the past recession-hit period. R K Swamy BBDO is a
subsidiary of the R K Swamy Hansa Group, which boasts of over 1000
employees and operations across India and the USA.
8. Grey Worldwide (I) Pvt. Ltd. is a Mumbai-based advertising agency
specializing is providing effective advertising and marketing solutions.
With offices in Delhi, Kolkata, Bangalore and Ahmedabad, Grey Worldwide
India Pvt. Ltd. is part of the larger family called the Grey Global Group.
Following are some of the brands that feature on Grey India’s noteworthy
list of clients: Hero Honda, Maruti Suzuki, Nestle, Indian Oil, Ambuja
Cement, UTV, P&G and Godrej.
9. The creative team of Leo Burnett India Pvt. Ltd. has, over the years,
successfully offered consumers with powerful brand experiences using ads
like McDonald’s, Heinz, Complan, Bajaj and HDFC, to name a few. A
regular award winner at the Cannes festival, India’s Leo Burnett has been
proclaimed as one of the most creative agencies of the country.
10.Since its inception in 1986, Contract Advertising India Ltd. has
skillfully delivered successful results to its high-profile clientele including
Tata Indicom, Religare, Asian Paints, Domino’s Pizza, SpiceJet, Samonsite
and American Tourister. Contract Advertising India Ltd. is known for its
one-of-a-kind specialty divisions that provide complete advertising
solutions. These divisions include DesignSutra, iContract and Core
Consulting.
TYPES OF JOB PROFILES IN AD
AGENCIES
Advertising Agencies generally prefer those individuals who have a creative
bend of mind, can think independently but work well in teams. If you are
interested in pursuing a career in advertising, you must be highly goal driven
and work well in time pressures. Since this industry is very competitive, you
must be willing to give your best at all times to make a successful career.
Let's take a look at some of the exciting & profitable career options within the
various departments of an Advertising Agency / Advertising Industry -
Creative Department Jobs within an Advertising Agency - The creative
department is responsible for brainstorming, planning and combining ideas to
create the actual advertisements.
Creative Director: is responsible for overseeing and managing the
overall responsibilities of the creative department. Usually an experienced
person with a creative bend of mind
Copywriter/ Junior Copywriter: can also be called as a wordsmith.
Generally a person having the ability to create magic with innovative use
of words is called a copywriter. The copywriter is responsible for
transforming ideas into words, writing the body copy for advertisements
etc.
Art Director: is an artist with strong visualization & drawing skills. This is
the person who oversees the work of graphic artists. In some smaller
agencies, the Art Director takes the complete responsibility of designing
and converting ideas into awe-inspiring visuals within an ad - from ad
layouts, to storyboarding and compilations.
Business / Client Servicing / Account Services - Jobs with Ad Agencies - This
department plays a major role in generating business and handling various
accounts of Advertising Agencies.
Account Manager : The Client Servicing department forms the link
between the client and the advertising agency. The Account Manager is
the face of the ad agency and is responsible for clearing understanding
the clients' needs and expectations. Once this is done, it is the Account
Manager's job to communicate to his agency what the client needs from
the agency. This makes the job of the Account Manager very crucial. The
Account Manager must be a level headed person with strong
communication skills and a pleasant personality.
Research & Media Planning Department - Careers within an Advertising
Agency - This department is responsible for picking out the best combination of
media tools for broadcasting the advertisements.
Media Planner : selects an optimum mix of media vehicles that will
provide maximum visibility to the ads resulting in maximizing sales of the
client's products. The media planner must have a thorough understanding
of the client's products, target customers and their buying patterns along
with a knowledge of each media vehicle.
Researcher : The market research department / executives are given the
responsibility of researching and studying consumer buying patterns and
behavior. This individual must be able to analyze data and information resulting
from customer surveys and other analytical studies.
Mckensy’s7s frame work with special
reference to organization under study
Mckensy’s7s frame work
Structure: The structure is more of a flat one, with 5 levels working
together as a co-ordinated decision maling unit.
Managing Director
Director
Creative Head
Art Director
Art executive
Copywriter
Junior Copywriter
Client Servicing Head
Account Head 1
AccountExecutive
AccountExecutive
Account Head 2
Account Executive
Account Executive
SKILLS AND TRAITS
Skill:
Creative skills:
Creative Director (CD) is one who oversees the creative team to
help develop the agency's creative product for clients. This team
includes copywriters and designers. The CD also works with Account
Executives to make sure the client's needs are being met and the
creative goals are on track. CDs also develop every aspect of an ad
campaign based on the client's marketing plan, conceptualize those
ideas for clients, assign projects to staff and verify the client's
deadlines are being met.
The creative department
1) Art- The art department has the skills to transfer the idea
into a visual form and are specialised in choosing designs and
graphics and work with various software’s such as Corel
Draw, Adobe Illustrator,etc
2) Copy- They have the skills to conceive ideas for the ads and
write the headlines, subheads and the body copy. They are
also involved in deciding the basic theme of the advertising
campaign, and often they do prepare the rough layout of the
print ad or the commercial story board.
Account service department
The account service, or the account management
department, is the link between the ad agency and its
clients. Depending upon the size of the account and its
advertising budget one or two account executives serve as
liaison to the client. The account executive’s job requires
high degree of diplomacy and tact as misunderstanding may
lead to loss of an account.
The account executive is mainly responsible to gain
knowledge about the client’s business, profit goals,
marketing problems and advertising objectives.
The account executive is responsible for getting approved
the media schedules, budgets and rough ads or story boards
from the client. The next task is to make sure that the
agency personnel produce the advertising to the client’s
satisfaction. The biggest role of the account executive is
keeping the agency ahead of the client through follow-up
and communications.
Planning department
The planning arm of an advertising company is geared with skills of
analyzing survey data, polls and other market research to gauge
the target market of clients. Planning professionals are often well
versed in mathematical modeling, project design and
communications methodology.
The training for all the above skills is given in the form of internship
or management trainee. The young passionate are hired and are
given practical exposure in their areas of interest.
Style:
The style of decision making is:
Top Down approach-The information flows from the top
management about new leads and client needs.
Participative- where review meetings are held on a daily basis
and new ideas are discussed. Even the media decisions are
taken in the same manner.
Strategy
The planning department starts their understanding of the
client with a market research. They understand the market
behaviour by observation, customer interviews and
secondary research on the internet, newspapers, magazines,
etc
System:
Hiring procedure
The hiring system in an ad agency is unique. It normally starts
with hiring a passionate young graduate as an intern/ management
trainee who is given practical exposure in his/her area of interest.
The trainee is guided as he/she is working on projects of the ad
agency and is absorbed gradually once they prove their worth.
SWOT Analysis of the
company
Opportunities
Increase in the mediums and options of communication ( Mobile phones,
internet, blogs, networking websites)
Increasing advertising from new sectors and types of companies/
organizations or individuals ( electoral advertising, social causes,
personal, property advertising, etc)
Global recognition and appreciation to Indian agencies which allow them
to go global and get international clients.
Threats
The competition in the advertising field is increasing and the threat is
increasing with the creative employees of leading ad agencies coming out
and starting their own.
Talent erosion which lead to creative employees moving to other sectors
like IT, etc.
Vendors an boutique agencies offering adhoc and short term services and
one of jobs to clients
Thereby making the clients less dependent and wanting to go for large
agencies/ long term contract.
Strength
Brand name of the organization
It has a pool of talented, creative human power
It has the advantage of providing the best solutions at lower prices to big
companies such as WIPRO and AMRL SEZ.
Weakness
Like any other agency attrition is the visible weakness.
JOB PROFILE
My job profile in Ogilvy was to work in account management team. I
was assisting a account manager [Brand Manager].The team
consisted of 3 people handling 4 Brands namely bingo, Deepam
silks , address makers and quco.
I was mainly handling BINGO and DEEPAM SILKS. I worked for the
BINGO’S new flavour TEDHE MEDHE and TANGLES. I also worked for
DEEPAM SILK’S NEW CAMPAIGN for varamahalakshmi where new
photo shoots were co-ordinated by me.
In Ogilvy both account management and media planning is done by
account management team.
I was part of media planning program for bingo along with my
manager and clients for about 2 months.
Learning experience
gained
The very purpose of internship was fulfilled to the maximum,
keeping in mind the limitation of time. The learning experience
began right from the first day.
My primary objective of learning was to get practical exposure to
the advertising industry and to observe and learn how an ad agency
works. With regard to this, I learnt that an ad agency follows a
workflow process, which can be attributed to any ad agency in
general. The process begins with the ad agency getting a
“Marketing Brief” from the client in terms of the positioning
required, the purpose of the advertising and the facts to be
highlighted in the ads. This brief is taken by the client servicing
department and is passed on to the creative department, and this is
known as the “Creative Brief”. The creative department, which
composes of the Art and the copywriting department starts
visualising the idea, based on the brief. In fact, the idea can come
from any department, as long as it is creative and effective. The
planning department meanwhile starts researching the concerned
market and the client’s competitors and provides useful inputs to
the creative department. The finished ad copy is then shown to the
client who accepts/ rejects or even suggests changes, post to which
it is printed or developed into a campaign.
My project topic encouraged me to prepare a presentation and
present it to the client and was a great opportunity to participate in
my first ever client meet. I learnt how clients decide the ad agency
carefully and how the ad agency presents its previous work with
testimonials to rope in the potential client, with this process known
as “Pitching”.
All in all, the internship was an outstanding learning experience,
with great learning, practical exposure and an opportunity of self-
analysis. I would like to conclude by saying that I hope the
internship learning will act as a bridge to land into the abode of
creative opportunities, the “Advertising industry”.
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