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AN

PROJECT REPORT

ON

BUISNESS DEVLOPMENT STRATEGY

FOR

A9 ADVERTISING

BY

DEEPESH SRIVASTAVA

NAME OF THE ORGANISATION:


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A9 ADVERTISING PVT. LTD.

A REPORT

ON

BUISNESS DEVLOPMENT AND GROWTH IN

ADVERTISING AGENCY

By

DEEPESH SRIVASTAVA

A report submitted in partial fulfillment of the

requirements of PGPM Program of

IBS PUNE

DISTRIBUTION LIST:

SUBMITTED TO SUBMITTED BY

ANTHONY PILLAI DEEPESH SRIVASTAVA

DATE OF SUBMISSION:

25th OF APRIL, 2011.


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AUTHORISATION

I hereby declare that this report on BUISNESS DEVLOPMENT FOR

ADVERTISING AGENY has been written and prepared by me during the session

2010-12. This project was done under the guidance and supervision of MR

ANTHONY, AND MR SACHIN JAISWAL, Company Guide.

This report is submitted as partial fulfillment of the requirement of PGPM Programof IBS Pune.

PLACE: Pune DEEPESH SRIVASTAVA

DATE: 25th APRIL 2011


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ACKNOWLEDGEMENT

The sense of satisfaction that accompanies the successful

working of this project would be incomplete without

mentioning the names of the people who helped me to

accomplish this project, people whose constant guidance,

support and encouragement resulted in its realization. I

am highly indebted to IBS Pune for providing me with

the opportunity to be able to do my PROJECT in A9

ADVERTISING AND MARKETING PVT .LTD.

My earnest thanks to my company guides, MR SACHIN

JAISWAL for their valuable guidance and support in

ensuring me a free hand during the course of the work

Finally, I am grateful to all my colleagues who have

rendered their valuable co-operation by way of

encouragement, and well wishes.


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Table of content

Introduction

..

Mission and vision statement

Executive summary

Company ownership

Services of a9..

Market segmentation.

Market strategy

Business development plan

-


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A9 Business Plan Structure

INTRODUCTION

Advertising is the promotion of a product or service and is

extremely pervasive in contemporary society. To maximize sales,

companies will pay a premium for wide exposure through the

mass media. Advertising space is common, but not restricted to

these realms; billboards, public transportation, movies (product

placement), schools, clothing, even bathroom stalls carry ads and

the industry is constantly finding new ways to advertise.

These are the key elements to be found in every business plan foradvertising agency businesses:

An introduction and executive summary

Products and services outline

Advertising Agency business strategy

SWOT analysis



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Introduction

A9 Advertising is a full-service advertising agency, design and marketing company. We

service clients from a wide-range of companies, locally and nationwide on retainer or per

project basis.

Our advertising agency offers solutions to fit any budget. A Flash of inspiration pursuits

professional growth. We provide digital media technologies for agency, advertisers and

publisher. Our solution for publishers maximise advertising, revenue across all displaybanners rich media's search ,video and websites.

A9 Advertising will offer its customers the best methods and tools in planning and implementing asuccessful email campaign. Our campaigns will cut through the mumbo jumbo of massmarketing, increase sales, and enhance customer satisfaction with the company

Vision Statement

A9 advertising and Marketing is dedicated to providing our clients with results-

oriented advertising, public relations, and total marketing support. We arecommitted to providing products and services that benefit our clients.

We will maintain a financially strong, growth-oriented company for the

protection of our employees and clients.

Mission Statement

The mission of a9 advertising and Marketing is to provide results-oriented

advertising, public relations, and marketing designed to meet ourclient'objectives by providing strong marketing concept

service.

We seek to become a marketing partner with our clients.


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We desire to measure success for our clients through awareness, increasedsales, or other criteria mutually agreed upon between the agency and the

clients.

We are committed to maintaining a rewarding environment in which we canaccomplish our mission

Executive Summary

There are effective strategies that will assure that the company will reach thegreatest number of potential customers.

A9 Advertising specializes in overall marketing campaigns.

A9 will analyze its success in order to improve the company's futurecampaigns.

Company OwnershipMr Anthony and sachin jaiswal are the owners of A9 Advertising.

Services of A9

The services offered by A9 advertising cover an overall promotion marketing project inits entirety, from original concept to post-campaign evaluation. The service includes thefollowing:

Print and Design

Graphic Design Production

Newspaper and Magazine

Web Designing

Outdoor Advertisements

Media Planning and Buying

Market SegmentationThere are no distinct customer groups that A9 Advertising is focused on:


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But company focus on medium as well as large enterprises

Marketing Strategy

With over thousands of potential customers in city of Pune A9 Advertising will focusmostly on jewelers, real estate and education sector as in pune there is a huge targetmarket for builders and jewelers and we all know that city of pune is the education capitalof India.

Taking this on account I work for generating leads under business developmentcampaign on a select group of 500 businesses. I estimate a five percent response rate tothe campaign which will generate 25 leads. These leads will then be used to generatebusiness contacts

.Sales Strategy

A9 Advertising's sales strategy is simple. We will use the email marketing campaigndirected at our customer base as a model of what we can accomplish for them. Weanticipate that companies will be most accessible to our services.

Personnel Plan

In addition to owner and director, there will be three other staff members:

Secretary/ReceptionistAccountantSalesperson


Under business development of a9 advertising during my project duration iwork in making :-

Packages of product and services provided by a9 advertising.

Maintaining relationship with customers as generation of leads

Business plan for launching a9 ideas website


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1 A9 IDEAS

INTRODUCTION:A9 Ideas, a website: A website where an idea is not just the initial step butthe backbone of a successful project. A9 idea believes that every idea isunique and powerful and that todays youth are fresh with ideas, dynamic,aware and very talented and when idea meets youth the outcome issuccessful and powerful project.

A9 ideas give a chance to the youth to present their ideas directly to thecorporate world where they will be acknowledged and where these ideas canbe used.

OBJECTIVES:

A9 idea gives a platform for youth to showcase their creativeside.

A9 is a best platform for our client to get new and freshideas.

TITLE: A9 IDEA

1. ACTIVITY :2. Chalk out plan for website designing, survey, and execution of

the idea.

3. Conduct survey in 10 colleges on field

4. Create a forum on facebook for discussion and opinions.

5. Data from survey to be converted in statistics.

6. Working on the out sketch of designing the website.

7. Prepare all the documents(idea, survey, statistics, plan ofaction, plan of execution, requirements etc.) for our clients

8. Reaching out to our clients with concept of A9 ideas.


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9. Once our client approve of the project A9 Ideas, start workingplan of execution of the website.

10. Creating website

11. Execution of the project A9 Idea. Followed by Promotionand branding of A9 ideas.

ACTIVITY MANAGEMENT:

1. Leader of this project.2. Creative team consisting of two very creative persons with

the knowledge of website.3. Two web designers working on the idea of the creative team.

4. At least team of five staff member for the survey, promotionand branding and also for various aspects related to clientand youth.

Methodology:-To take out the information from students is not a easy taskat all. So we have to develop a methodological approach

Step 1- we have to go to college to recruit internsStep 2- we will show them the presentation of the companyStep 3- the selection criteria is a competition about theirviews on advertising and new ideas so that we can promoteour product as well as well get interns.


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3.Yes -

4. No -

Name some of them:Do you upload your work on these

websites?

5.Yes -

6. No -

7. Sometimes -

8. Never -

If yes, how often do you upload your work?

1.Daily

2. Once a week

3. Once a month

4. Dont remember

And if no, will you upload your ideas and work on suchwebsite?

1.Yes -

2. No -

3. May be -

Do you get acknowledged for your work?

1.Yes -

2. No -

3. May be -

How effective do you think these website are?


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How do you benefit from these websites?

Will you upload your work to a website where your wok is

acknowledged and paid for?

1.Yes -

2. No -

3. May be -

How do you think we can you make this website more

effective?

QUESTIONNAIRE

1. What do you know about an advertising agency?

2. Can you name any advertising agency?

3. How todays youth relate them self to media?


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4. How do you think you can make media more efficient

and effective?

5. How can we make media an easy access for common

people?

6. What is the role of todays media in our life?

7. Do you think youth population can contribute to the

betterment of our country? If yes, then how?

8. How powerful is youth of India today?

2-Lead generation


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Lead generation is a marketing term that refers to the creation orgeneration of

prospective consumer interest or inquiry into products or services of a business.

Leads can be generated for a variety of purposes - list building, e-newsletter list

acquisition or for winning customers.

There are many tactical methods for generating leads. These methods typically fall

under the umbrella of advertising, but may also include non-paid sources such as

organic search engine results or referrals from existing customers.

Businesses strive to generate 'quality' leads. Quality is usually determined by the

propensity of the inquirer to take the next action towards a purchase.

References for lead generation- www.fundudata.com www.yellopages.com

Newspapers Magazines

Visiting cardsSWOT ANALYSIS

The SWOT analysis is an extremely useful tool for understanding and

decision-making for all

sorts of situations in business and organizations. SWOT is an acronym for

Strengths,

Weaknesses, Opportunities, Threats. Information about the origins andinventors of SWOT

analysis is below. The SWOT analysis headings provide a good framework for

reviewing

strategy, position and direction of a company or business proposition, or any

other idea.
http://en.wikipedia.org/wiki/Marketinghttp://www.fundudata.com/http://www.yellopages.com/http://en.wikipedia.org/wiki/Marketinghttp://www.fundudata.com/http://www.yellopages.com/


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Completing a SWOT analysis is very simple, and is a good subject for

workshop sessions.

SWOT analysis also works well in brainstorming meetings. Use SWOT

analysis for business

planning, strategic planning, competitor evaluation, marketing, business and

product

development and research reports. You can also use SWOT analysis

exercises for team

building games. See also PEST analysis, which measures a business's

market and potential

according to external factors; Political, Economic, Social and Technological.

It is often helpful

to complete a PEST analysis prior to a SWOT analysis. See also Porter's Five

Forces model ,

which is used to analyse competitive position.

Here is a free SWOT analysis template worksheet (in MSWord). And the same

free SWOT

analysis tool in pdf format.

A SWOT analysis measures a business unit, a proposition or idea; a PEST

analysis measures a market.

MEANING :

Strengths

A strength is a resource or capacity the organisation can use effectively to

achieve its objectives.

Weaknesses

A weakness is a limitation, fault, or defect in the organisation that will keep

it from achieving its objectives


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Opportunities

An opportunity is any favourable situation in the organisation's environment.

It is usually a trend or change of some kind or an overlooked need that

increases demand for a product or service and permits the firm to enhance

its position by supplying it.

Threats

A threat is any unfavourable situation in the organisation's environment that

is potentially damaging to its strategy. The threat may be a barrier, a

constraint, or anything external that might cause problems, damage or injury.


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Strengths (internal) Weaknesses (internal)

1. The agency has an experienced and

dedicated workforce

2. Senior management is committed to

workforce planning

3. Human resource staff are easy to

work with and willing to try new

recruitment ideas

4. 50% of the staff hold a professional

certification

5. Friendly and cordial work

environment.

6. Ideas supported and creativity on

heights.

1. The agency does not offer a

mentoring program

2. The agency lacks the technology

tools to be more efficient

3. Procedural manuals need to be

updated

4. The current workforce is not very

racial/ethnic diverse

5. Salary issues

6. No refreshments from company

side like tea n coffee

7. No petrol and travelling

allowance to the executives

8. No newspapers and knowledge

journals in the organization

9. Lack of leadership skills in

management team.

O p portu n it ies (e x te rna l ) T h rea ts (e x te rna l )1. New information technology tools

can provide quicker data sharing

between agencies and client

information retrieval

2. There are job sharing opportunities

with other agencies

3. A large number of retired baby

boomers are considering returning

to the workforce on a part-time

basis

4. Universities are looking for

internship opportunities for their

students

5. Crack the clientele of competitors

by providing them max benefits.

6. Events expo, films jingles, outdooractivities..

1. The demand for workers in the

field exceeds the supply of

potential workers

2. There is less federal money

available for training grants

3. Budget and full-time positions

have been limited by the

organization

4. Educational institutions are

reducing the number of courses

offered in this field

5. The number of ad agencies has

been declining steadily .

6. Job security not there , employees

may leave any time.

Suggestions:


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1: lacking of funds otherwise we would have done much better.

2: no creditability is given to clients so its very difficult to hold big clients.

3: content auditing dept should be there to be perfect.

4: perfect training program and new methods should be introduced.

5: induction program for new employees.

6: a9 diaries and pens (sales kit) proper and on time.

7: employee grooming and discipline

8: tie ups with the vendors.

9: proper vendor manager should be there and who must know everything

about media

10: motivation should not be converted to over confidence..Each one shouldthink down to earth.

11: monetary rewards should be there to motivate the employees and

trainees.

12: lack of positive attitude in employees and should not be based on new

entrant in market.

13: advertisement for a9 and future solutions

14: fun activity every weekend

15: own work station for every one

16: set target everyday in morning

Packaging


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Packaging is the science, art, and technology of enclosing or protecting

products for distribution, storage, sale, and use. Packaging also refers to the

process of design, evaluation, and production of packages. Packaging can be

described as a coordinated system of preparing goods for transport,

warehousing, logistics, sale, and end use. Packaging contains, protects,

preserves, transports, informs, and sells. In many countries it is fully

integrated into government, business, and institutional, industrial, and

personal use.

One major reason as to why packaging is done by most manufacturers is to

attract consumers to purchase the product. The appearance of a product is

used by manufacturers and marketers to influence a consumer to buying it.

Companies usually invest a lot in packaging as this brings in higher returns

when compared to other modes of advertising. The size, colors used, the

brand, shapes and other illustrations used all help create an attractiveproduct that is able to market itself.

Packaging has become an influencing factor for most consumers when they

are deciding on what product they want to buy. A product may have great

features but it may not necessarily yield better returns when compared to a

similar product with the same features but which is better packaged.

It also makes it convenient to handle some products especially when they

are put together in stacks, enclosed or put in cartons. Distributors find it

easier to handle products that are properly packaged rather than those that

are dispersed and scattered everywhere. It helps save time and energy for

them while they are distributing them to retailers.

Increase profits with packaging


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Most of the time, business owners focus their efforts on improving their

profitability on advertising and sales promotion. Packaging is sometimes

overlooked as tactic in increasing profitability. Some business owners never

thought of packaging as could be their means of increasing their profit aside

from a material and just a protection to their product. But packaging has the

capability to reduce costs and increase profits through the entire product

supply chain.

ADVANTAGES :

Protection

The basic benefit of packaging is the protection of goods to be sold. It

prevents damage during transport and storage from the elements,vibration and compression through a physical layer of protection.

Information

Packaging can provide information to a consumer regarding the

product contents. This information may be promotional, factual or

mandated by consumerlaw.

Containment

Products that contain multiple items use packaging to keep all items

contained prior to purchase. Product containment also allows aproduct to be sold in larger quantities.

Size and Quantity

Packaging can control the size and quantity of a product. Portion

control helps control inventory, create product consistency and can

help regulate prices.

Marketing

Packaging is the front line of marketing. Through design and marketing

communications, packages can help sell a product and differentiate it

from similar products. The packaging can also help promote product

branding.
http://www.ehow.com/legal/http://www.ehow.com/legal/


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Security

Product security can be provided through packaging. Packing can

make items tamper-resistant, can help reduce theft and can help

prevent harm from dangerous products.

What Is Packaging & Advertising in Business Promotion?

Packaging is an integral part ofbusinessadvertising, and most advertising

campaigns involve packaging plans and designs, as long as the company

deals with products. Other key features of advertising revolve around the

product itself and use its packaging to the best advantage; the two are

usually inseparable. One of the most important goals for proper packaging

and advertising is to promote the business in positive and favorable ways.

Materials

o Materials are very important for packaging and advertising. First,

packaging gives a clear idea of what kind of business is in

charge of the product. Clear plastic or shrink-wrapped products

give an idea of a larger company that mass produces items,

while product packaging that uses paper tends to give a morehomemade, local feeling. Materials also dictate what kind of

labels can be printed on the packaging because printers treat

different materials differently.

Branding

o Packaging is almost always used for branding. The business

"brand" is the logo and key colors or designs of the business that

the company wants to associate with itself and its positive

qualities. Most advertising revolves around the company brand,

and packaging is designed to include the logo, or at least colorsand lines that remind the customer of the business brand.

Specific Qualities

o Packaging and the labels that are printed on the packaging are

an excellent way to advertise specific features of the product.

This is especially useful if the company tries to appeal to a
http://www.ehow.com/business/http://www.ehow.com/business/


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certain market segment. A business that wants to target the eco-

conscious consumer might create packaging that underlines the

recycled ingredients in the product or its naturally green

features.

Ingredients

o Packaging is also used to inform. While many people consider

this a simple requirement of the packaging, and many types of

information are required, businessessee this information as

another way to attract customers. Packaging that includes

useful information and ingredients gives the idea of an honest

company that wants its customers to know everything they can

about the product before they buy it.

Discounts

o Packaging and nearby advertising, such as fliers, billboards or

the tables and product displays in a store, are often used to

advertise various types of discounts. While discounts must be

used carefully, when chosen properly they show consumers that

a high-quality item can be bought at an attractively low price.

A9 QUATERLY ADVERTISING PACKAGES: (April- June)

1. FOR JEWELLERY

dates

event

rad io

to i lok mat

p u d h ar i

saaka l

icc

hoard ing

Des ign ing

april sum

mers

50

ads10

sec

15

days

21da

ys

16days 12 w

eeke

nd

Broucher

s,leaflets,insertion

s

may wedd

ings

50

ads

20

da

21da 16days 12-15 w

ee

yes
http://www.ehow.com/business/http://www.ehow.com/business/


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10

sec

ys ys ke

nd

June wedd

ings

75

ads

10

sec

20

da

ys

21da

ys

16days w

ee

ke

nd

insertion

s

July Guru

purni

ma

25

ads

10

sec

15

da

ys

14da

ys

16days w

ee

ke

nd

2. FOR REAL ESTATE

d ate s

eve nt rad io

to i lo km at

p u d ha r i

sa aka l

ic c h oa rdin g

Des ign in g

Apri

l

summe

rs

60\a

ds

10

sec

15

days

21da

ys

16da

ys

12 weeke

nd

broucherleaflets,insertions

ma

y

weddin

gs

120

ads

10

sec

20

days

21da

ys

16da

ys

12-

15

weeke

nd

yes insertion 2timesinmonth

jun

e

weddin

gs

60

ads

10

sec

20da

ys

21da

ys

16da

ys

weeke

nd

YES insertions(leaflets) 1


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time

Jul

y

Guru

purnim

a

120

ads

10

sec

15da

ys

14da

ys

16da

ys

weeke

nd

INSERTI

ON

3.EDUCATIONAL INSTITUTES, CLASSES ETC.

4.Restaurants and cafes

D a t es

e ve nt ra d io

to i lok m at

p u d h ar i

saaka l

ic c hoa rd ing

ri summers 50ad

s 10

sec

15

days

21day

s

16day

s

12 weeken

d

Brouchers,leaflets,ins

n (FB)

ay wedding

s

50

ads

10

sec

20

days

21day

s

16day

s

12

-

15

weeken

d

ye

s

FB

n wedding

s

75

ads10

sec

20day

s

21day

s

16day

s

weeken

d

Insertions

FB

ly Guru

purnima

25

ads

10

sec

15day

s

14day

s

16day

s

weeken

d

FB


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April summers 60ad

s 10

sec

12day

s

21day

s

16days 12 weeken

d

May wedding

s

60

ads

10

sec

16

days

21day

s

16days 12-15 weeken

d

yes

June wedding

s

60

ads

10

sec

20day

s

21day

s

16days weeken

d

yes

July Guru

purnima

60

ads

10

sec

12day

s

14day

s

16days weeken

d

Note: rates are subjected to change according to the changes in market

Some important points: (usp- unique selling points):

1. A 9 can offer discounts up to .. Percent.

2. One can provide early bird discounts.

3. One can give gifts or some additional benefits.

4. cup prints, T-shirts prints, key chains etc

5. Promotional events (annual) free for the long term clients.

6. Balloon promotion, national TV ads,3d ads etc at great discount.


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Conclusion

The duration of my project in A9

gives me a great learning experience

about how creative advertising field

is and how this enthusiastic industry

works.

Here in A9 advertising gives me

opportunity to enhance my

management skills and to learnabout the corporate atmosphere.

The management team of A9

ADVERTISING is very cooperative

and helped me a lot in duration time

of my project


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deepesh reprt

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