1. ADVERTISING RESEARCH PRESENTED BY KALSE VARUN

2. MARKET SEGMENTATION BUYER TYPE – CLASS OF SOCIETY AGE BANDS USABILITY & FUNCTIONALITY PRODUCT CATEGORY CONSUMER FMCG DURABLES SERVICES INDUSTRIAL SERVICES PRODUCTS MISCELLENIOUS PUBLIC AND SOCIAL WELFARE

3. BUYER’S CATALOG LOWER CLASS:= SEEDS, WATER PUMPS, PIPES THRU- POSTERS, CALENDERS, DOORDARSHAN, RADIO etc. MIDDLE CLASS:= TV, WASHING MACHINE, SCOOTERS, BIKES, INSURANCE. THRU- HAND BILLS, NEWS PAPERS, TV CHANELS HIGHER CLASS:= AC, CAR, ROW HOUSES, BUNGLOW TV, INTERNET, MAGAZINES AND WEEKLY

4. LAUNCH OF A PRODUCT REQUIRES CERTAIN PARAMETERS

5. COMPANY’S DISPATCH SYSTEM Working production company Distribu tor Dealers Purchases & Dispatch Sub Dealers Retailers (n)

6. BEST FEATURES U.S.P. (UNIQUE SELLING POINT) EG.:= ONIDA’S TAG LINE INITIAL : “OWNER’S PRIDE, NEIGHBOUR’S ENVY” LATEST : “INDIA’S PRIDE, WORLD’S ENVY” WHY IT IS BEST ? BECAUSE BEST PICTURE & SOUND. MARKET RESEARCH

7. EVALUATING COMPITETORS := 1) NO. OF PRODUCTS (REVIEWS) 2) COMPITETOR’S TARGET SECTION 3) DISTRIBUTION CHANNELS & NETWORKS. 4) EG- ONIDA’S BIGGEST COMPETITORS ARE SONY, PHILIPS, SAMSUNG, VIDEOCON AND LG.

8. AD BUDGETING COMPANY SPENDS 7-10% OF YEARLY TURNOVER ON ADS AND BRANDING ACTIVITIES. BUDGET (DURATION WISE) COMPANY SPENDING RATIO – 70-30 70% ALL YEAR ROUND 30% ON FESTIVE SEASONS EG:  YEAR ENDING PROMOS – INSURANCE & MUTUAL FUNDS

9. USE OF 30% DURING FESTIVALS NEW LAUNCH DISCOUNTS FREE GIFTS MAKES / CREATE BRAND NAME. MOST POWREFUL TOOL TO SALE A PRODUCT.

10. Eg. - SONY AD SPENDING TOTAL BUDGET - 12,00,00,000 30% = 3,60,00,000(TWO MONTHS Festive Season) 70% = 8,40,00,000(TEN MONTHS Regular Season)

11. SOCIAL AND WELFARE ADS (ISSUED IN PUBLIC INTEREST) PUBLIC WELFARE BROADCAST BY GOVERNMENT/ NGOs EX:= NON PROFIT ADs PULSE - POLIO DRIVE. CHILD LABOUR PREVENTION ADs. HEALTH HAZARDS WWF. WATER, AIR AND LAND. ANTI POLLUTION.

16. NEED FOR ADS BRAND PROPOGATION OF EXISITING AND NEW PRODUCTS LAUNCH OF NEW PRODUCTS MARKET PENETRATION OF PRODUCT TAXES TO GOVT. AWARENESS

17. THANK YOU …..