A PROJECT REPORT ON
LOCATION BASED MOBILE ADVERTISEMENT IN AHMEDABAD Report Submitted to:

INDUS INSTITUTE OF TECHNOLOGY & ENGINEERING
&

AHOY TELECOM CREATION
As Partial Fulfillment of Requirement for the Post Graduation in Master in Business Administration
By: - Bharat Bindrani, (11MBA004)
Rewant Vyas, (11MBA057)

Declaration by the Student

We hereby declare that this project report titled “Scope of Location Based Mobile Advertisement in Indian Semi- organized Retail” has been submitted by us for the requirement for the Post Graduate in Master in Business Administration

This is the result of original work carried out by us. This report has not been submitted by anyone or anywhere else.

Bharat Bindrani
Rewant Vya
PREFACE

“True learning is born out of experience & observation”. Practical experience is one of the best types of learning that one can remember the aspects of administration & management. The day comes to apply these in corporate world in context of modern industrial enterprise that has to go through its different terminal to achieve the corporate goal.

The main objective of practical training is to develop practical knowledge and awareness about industrial environment & business practices in the student as a supplement to theoretical studies of marketing management. It increases the skill, ability & attitude to performance specific job in the industrial environment.

Fortunately, we got permission to have my internship at AHOY TELECOM.

Acknowledgement

It is very prestigious for me to undertake our Summer Internship Project at AHOY TELECOM CREATION LLP.

At the outset, we would like to thank Mr. Somendu Singh (Head – Sales & Marketing), who’s cordial attitude and valuable guidance has help us for our successful completion of this project.

We are greatly thankful and express our sincere regards to Dr. Ashish Joshi (Head of Department, MBA), and Assistant Professor Esha Talesara (Faculty, IITE) for their invaluable assistance in major part of our project work. They had been informative, supportive and completely devoted during the entire training period of our study.

During our survey so many people helped us directly or indirectly, we heartily thankful to all of them and we would like to thank all people and colleagues who helped me directly or indirectly towards the completion of project report.

Last but not the least, it is worth a mention the loyalty and sincerely devoted for completion of this project. With sincere regards,

Table of Contents Sr no | Title | Page No | | Declaration of the student | 2 | | Preface | 3 | | Acknowledgement | 4 | | | | 1 | Introduction | 7 | 2 | Vision | 8 | 3 | What Advertisement is? | 9 | 4 | What is Advertising? | 11 | 4.1 | * Market Research | 11 | 4.2 | * Production Development | 12 | 4.3 | * Promotion | 12s | 5 | Advertising Media | 13 | 5.1 | * TV-Commercials | 13 | 5.2 | * Print advertising | 13 | 5.3 | * Direct Mailing | 14 | 6 | Pros and Cons | 15 | 7 | Benefits of Advertising | 16 | 8 | Elements of Advertising | 17 | | | | 9 | What is Mobile Advertising? | 18 | 10 | What is Location Based Mobile Advertisement? | 19 | 11 | How Location Based Mobile Advertisement Works? | 21 | 12 | The Potentials of Location Based Mobile Advertisement: Reach, Relevance and Results | 22 | 13 | The Proposition | 24 | 14 | Salient Points | 24 | 15 | Why AHOY and how does they advertise? | 25 | 15.1 | * The Solution Details- Digital Marketing and Advertisement | 25 | 15.2 | * The Solution Details- Customer Engagement Platform | 26 | 16 | AHOY’s Professional Services | 27 | 17 | Delivering Smart Solution for Smart People | 29 | 18 | Reaching Audiences at Scale With Advanced Targeting | 30 | 19 | Engaging Consumers with High-Impact Mobile Ads | 32 | 20 | Benefits | 34 | 21 | Differentiator | 34 | 22 | Research Methodology | 35 | | * Research Objective | | | * Research Plan | | | * Research Instrument | | 22.1 | Sources Of Data | 36 | | * Primary Data | | | * Secondary Data | | 22.2 | Research Approach | 37 | 22.3 | Sample Size | 37 | 22.4 | Limitation Of Study | 37 | 23 | Data Analysis & Interpretation | 38 | 24 | Achievement Of Ahoy | 48 | 25 | Conclusion | 49 | 26 | Questionnaire | 50 |

1. Introduction
Ahoy Telecom Creations (hereinafter referred as ‘Ahoy’) provides next generation customer centric marketing and advertising end-to-end solutions. Ahoy is committed to bring innovative and creative solutions which are game changing, highly relevant and targeted, yet simple and customizable.

Ahoy Telecom creation headquartered in India (Noida) and have their sales offices in UK & Singapore. Ahoy recently opened their office(s) in Gurgaon & Mumbai, India.

Basically Ahoy Telecom Creation is an advertising company but to survive in the modern competitive era with the cut throat competition Ahoy Telecom Creation come up with the new & fresh concept in India that location based mobile advertisement.

Location Based Mobile Advertisement is a new form of advertisement that integrates mobile advertising with location based services. The technology is used to pinpoint consumer location and provide location based advertisement on their mobile devices.

2. Vision

Ahoy is founded on an Incredible Vision of Empowering & Enriching the End User in an Open Telecom World. Ahoy is fully committed to bring cheer & value to the Customers via our innovative telecom products, Solution & Service offerings.

Ahoy is the team of Passionate International Professionals hailing from Technology, Creative and Business Spheres, who have joined hands for this exciting marathon that spreads across multiple geographical locations.

Ahoy is also supported by Champions, who bring the strong Experience and Expertise ranging from the Product Conceptualization, Development, Marketing, Business Development, Strategic Consulting, Testing, Operations and Network Support functions of the Telecom(wireless and fixed) Vertical.

3. What Advertisement Is? * Advertisement is a mass communication of information intended to persuade buyers to buy products and services with a view to penetrating the brand and maximizing a company’s profits. * Advertising may be defined as the process of buying sponsor-identified media space or time or order to promote a product or an idea.

Advertisements are usually found in magazines and newspapers, on television, radio and billboards, and even now on the Internet. Advertisements don’t just have to be about selling something. They can also persuade the public to change their behavior. Successful advertisements usually adhere to the following structure, known as the AIDA Theory. * Attention * Interest * Desire * Action
Your Advertisement must catch the public’s ATTENTION: * A Successful advertisement will have something about it that attracts the attention of the public. Successful ways to catch attention include a jingle, a logo or slogan.

Your advertisement must maintain the public’s INTEREST: * After catching their attention, maintaining interest is the hardest part. You need to appeal to the public in some way so that what you are saying seems relevant to their lives. * You can appeal to their emotions- happiness, fear, and anger. * You can appeal to their weaknesses- jealousy, vanity, and selfishness. * You can appeal to their problems- time poor, work issues, global conflicts.
Your advertisement must create or stimulate the public’s DESIRE:
Most People need or want something and many people need or want the same thing. You can stimulate: * Their need to belong. * Their desire to get ahead in life. * Their need for peace. * Their desire to feel good about themselves. * Their desire to protect their families.
Your advertisement must call for ACTION: * A successful advertisement will invite the public to take specific action. There might be a phone number to ring, a behavior they can change, an internet address, or a group to join.

4. What Is Advertising?
Every day when we watch TV or read the newspaper, we come across advertisements. Advertising Persuades people to buy a product. It brings goods to the attention of consumers.
People who are concerned with marketing deal with: 1. MARKET RESEARCH 2. PRODUCT DEVELOPMENT 3. PROMOTION

1. MARKET RESEARCH
The main idea of market research is, to find out whether a product is needed, whether people would buy it and what kind of people that are. These people are called TARGET GROUP.
Market research is often carried out by specialist organizations, they make market surveys and customer tests to find out preferences in design, quality, color and taste. This information is used to decide whether to produce a product, how much it should cost and how it should be promoted.

2. PRODUCT DEVELOPMENT

There are two ways of product development. On the one hand the product- oriented companies and on the other hand the market-oriented companies.
Product-oriented companies invest a lot of money and time in finding new or improved goods to sell them on the market. This is a very risky form of product development, because companies might not sell the new goods. So they lost a lot of money.
Market-oriented companies want to find out what is needed and then they try to develop new ways of production or new goods.

3. PROMOTION
Promotion is very important because however good a product is, it will not find any buyers, if no one knows about it.
If you want to sell a specialized product, all you have to do is to write to people or companies, which are known to be interested or place an advertisement in a trade magazine. If you are not able to do this yourself, you can instruct an advertising agency. They have the experts who can make a successful campaign. They know how, when and where the message should be transmitted to reach most people of the target group.
At the beginning of production, advertising will inform you what a product is like where you can get it and how much it costs. Later, it is necessary to persuade the people to keep on buying or attract new customers to buy Modern advertising uses language, pictures, pictures, sound and colors to sell the products as well as possible.

5. ADVERTISING MEDIA
The best times for commercials are the times at which people wait for something special like the news or sports. At these times advertising can be very successful, but it is also very expensive.

5.1 TV-COMMERCIALS
TV is one of the most powerful advertising medium, because you can get very detailed information about a product. Depending on your target group you have to decide the time, when your spot shall be shown. It is not useful broadcasting an ad about cars in the children’s programmers because this is not your target group, they cannot buy a car.
In the afternoon there are many films on TV, which are interrupted regularly. At that time advertising can be very expensive. In fact, TV-adverts have a strange impact. You might have noticed how well you can remember slogans long after the spot is over.

5.2 PRINTED ADVERTISING
The prices for full-page-adverts in national newspapers are roughly the same as for TV spots, but you can also place smaller adverts in the print media. In local newspapers you only pay a few pounds. The problem of adverts in newspapers and magazines is, that they can attract the reader’s eyes only. This problem can be solved by considering several factors:

* Only use right-hand pages for newspaper adverts, because you first look at the right side. * The color is an important fact. Red signals mean danger and colours of the dusk make us feel comfortable and save. * The layout and the text are also very important parts of newspaper adverts. The layout may take the readers look at the main information, and the text is just to inform interested people.

5.3 DIRECT MAILING
Direct mailing is another form of advertising. The companies get a list of names and addresses and send’s leaflets to those people who might be interested in their products. Some people find this direct mailing irritating, wasteful and unsightly, so the leaflets land in the rubbish bin.

6 PROS AND CONS

Some people say, that advertising persuade people to buy things they don’t need and to be wasteful, but advertising also means creating more jobs. Regardless whether we like advertisements or not, advertising has become indispensable in our economies. It has become a market of its own and it offers a high number of jobs. Moreover, advertisements are an important source of information for the public.
And there is something that we should not forget. Advertising enables us to afford such “luxuries” like TV and newspapers, because without it, they would be considerably more expensive.

7 Benefits of Advertising * Advertising can inform people about different products and services, their utilities, cost and other requirements, and help them in making better purchases. * Advertisements of non-commercial issues like AIDS, Polio can help in educating people and notifying them of events and programs related to them. * For advertisers, advertisements can help in attracting huge number of potential customers and make positive impact about their products and services. * Advertisements create a brand name for the product being promoted. People can recognize the products from the catchy advertisements they see and thus sales are also improved. * Advertising can lead to direct feedback from customers. It has been seen that a lot of opinions are received by advertisers on their product/service, which helps in improving the product/service. * The advertisement informs the consumer about qualities and price of goods and this makes purchasing easy for the consumers. * As the prices are already advertised, the consumers cannot be over charged. * By regular advertisement, the manufacturer can sell the goods directly to the consumers without depending on middlemen and this eliminates the Middleman’s charges and profit. It means higher profit to the manufacturer and lower prices to the consumers. * It helps in improvement of the quality of the goods. * The consumers are attracted by the quality of the products that are advertised. If the consumers are convinced that the quality is the same that is advertised, they continue buying. * It raises the living standard of consumers.

8 Elements of Advertising

* It is a mass communication reaching a large group of consumers. * It makes production possible. * It is non-personal communication, for it is not delivered by an actual person, nor is it addressed to a specific person. * It is a commercial communication because it is used to help and assure the advertiser of a long business life with profitable sales. * Advertising can be economical, for it reaches large groups of people. This keeps the cost per message low. * The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter of a few hours. * Advertising is identified communication. The advertiser signs his name to his advertisement for the purpose of publicizing his identity.

9 What is Mobile Advertising?

Mobile advertising involves displaying text, graphic image and animated ads on data enabled mobile devices.

* Mobile Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor, the non-personal presentation or promotion by a firm of its products to its existing and potential customers where such communication is delivered to a mobile phone or other mobile device. Examples of mobile advertising would include: WAP Banner ads, mobile search advertising, mobile video bumpers, interstitial ads in on device portals. * Mobile Marketing: The Systematic planning, implementing and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products where the primary point of contact with the consumer is via their mobile device. * Mobile Direct Marketing: Sales and promotion technique in which the promotional materials are delivered individually to potential customers via the potential customer’s mobile phone or other mobile device. Examples of mobile direct marketing include the sending of SMS, MMS or WAP push messages, Bluetooth messaging and other interrupt based marketing to mobile phones or other mobile devices.

10 What is Location Based Mobile Advertisement?

Location Based Mobile Advertisement is a new form of advertisement that integrates mobile advertising with location based services. The technology is used to pinpoint consumer location and provide location based advertisement on their mobile devices.
There are two types of Location Based Mobile Advertisement in general i.e. push & pull.
The push approach is more versatile approach and is divided into two types. A not requested service (opt-out) is the more common approach amongst the two approaches as this allows the advertiser to target users until the users do not want the ads to be sent to them. But the opt-in approach refers to the contrasting paradigm. In this the user can determine what type of advertisement and promotional material they can receive from the advertisers. The advertisers have to abide by certain legal regulation set in the place and request user’s choice.

In contrast, the Location Based Mobile Advertisement’s pull approach; users can directly search for their preference by entering certain keywords. The users looks for their preference and not the other way around, For example: - If a person wants to buy a clothes for him but he actually don’t know that which brand in his location gave the maximum deals and discounts then simply he have to download the app called “U”Ahoy he have to registered on “U”Ahoy then the user can search lifestyle category to found out the latest deals & discounts on the branded apparels in his Location.
After getting the list of branded apparels outlets the user have to select one of his desirable deal then the coupon generate on his mobile device then the user simply have to save that coupon and redeem that coupon on that store.

11 How Location does based mobile advertisement work?
For pushed based location based mobile advertisement the user must opt-into the company’s location based mobile advertisement program; this is most likely to be done via the seller’s website or at the store. Then user would be requested to provide their personal information, such as mobile number, first name and other relevant information. After the data are all submitted, the company would then send a text message requesting user to confirm back the location based mobile advertisement subscription. Once these steps have been completed, the company can now use location based technology to provide their customers with geographical based offers and incentives.
For pull-based location based mobile advertisement, users interact with local, typically mobile sites or applications and are presented offers in a standard pull advertising model. In this model the user have to download the application of Ahoy i.e. “U”Ahoy for their mobile phone, after downloading the app from app store the user have to registered on that app and after get registered on that the user can search and enjoy the best deals and discount offers of their particular geographical location. Ahoy Telecom Creation LLP is a bunch of smart people who makes your life easier and makes you feel the experience like never before, no matter which mobile phone or which tablet device consumer have Team Ahoy has design different applications for different mobile and tablet user that makes users proud to be with Ahoy. Users can easily search and enjoy the deals and discounts of their kind.
12. The Potentials of Location Based Mobile Advertising: Reach, Relevance and Results
First and foremost, Location Based Mobile Advertising is today’s most personal and direct marketing channel that allows marketers to reach a specific target audience; marketers can create campaigns aimed at more specific age, gender, income and lifestyle segments. Location Based Mobile Advertisement enhances the ability to reach people in a much more targeted manner than was possible in the past. For Example, if a customer has purchased the previous Harry Potter movie from a DVD/CD rental store and subscribed for the store’s Location Based Mobile Advertising programs, he can expect to receive an e-mail to his mobile phone that informs him about the released date of the next Harry Potter movie, including the movie sample, as he is on the train going back home (And the customer probably has a chance to stop off at the DVD/CD store before getting there).
Secondly, since Location Based Mobile Advertisement gives consumer’s control on what, when, where and how customer’s receive ads, it provides customer’s more relevant information, personalized message and targeted offer. Although the internet can do similar things, such as, sending new information about products, promotional coupons, or asking consumer’s opinion, but few people respond to e-mail marketing it’s not personal anymore. In Contrast, Location Based Mobile Advertisement gives consumer’s relevant information rather than spam; therefore, it increases the chances of getting higher responses.
More importantly, unlike other traditional media, Location Based Mobile Advertisement is not only used principally for advertising, but also doubled as a means of researching consumer’s. “Consumers are constantly providing information on their behavior through mobile internet activity”. With location based service, surveys can take place in the real world, in real time, rather than in halls, focus group facility, or on PC. Mobile survey can be integrated with a marketing campaign; the results of customer satisfaction research can be used iteratively to guide the next campaign. For example, a restaurant that is experiencing increased competition in its area is able to use the specific database- a collection of small mobile surveys of those customer’s that had used coupons from the Location Based Mobile Advertisement in the geographic area- to determined their dining preferences, times and occasions. Marketers can also use the customer’s past consumption patterns to forecast future patterns and send special dining offers, such as Mother’s Day specials and Thai food fare deals, to the target population at the right place and right time, in order to build interest, response and interaction to the restaurant.

13. The Proposition
Ahoy Telecom Creation to propose the complete end-to-end Digital Marketing and Customer Engagement platform as a service bundled including Digital Marketing advertising and service delivery over Mobile Apps, Web, WAP and SMS as well. 14. Salient Points
Following is the Unique Un-matched Proposition that Ahoy brings on to the table: 1) It’s not STATIC, it is: a. Real Time and b. Contextual * Information massage pushed to user highly targeted, contextual and based on his/her location, preferences and usage pattern. 2) End – to – End Proposition tailor made for “U”sers. c. Unified Solution d. Ubiquitous Delivery e. Unique f. Unmatched 3) Real Time Information to your customers about g. Campaigns h. Promotions i. Deal/Offers

15. Why AHOY and how does they advertise?

Ahoy follow a modular approach towards implementing the whole solution.

Following major components: 1) Real time Digital Marketing and Advertisement 2) Customer Engagement/Brand Communication
Next few chapters describe the solution in bit detail.

15.1: The Solution Details – Digital Marketing and Advertisement
Ahoy promote all the Offers/Deals/Campaigns/Events on Ahoy’s uCMAd platform whereby they identify the location (by cell towers & Wi-Fi) and preference of mobile user and can push relevant information on their mobile phone with delivery channels of Mobile Applications (Blackberry, Android, I Phone, J2ME), WAP and Web.
UCMAd will enable mobile users of multiple telecom operators to get all the details about any company’s Deals/Campaigns/Offers on their mobile phones.
Mobile users can generate the mobile coupons/call the outlet directly from their devices and avail offers & deals on POS.

15.2 The Solution Details – Customer Engagement Platform
Ahoy engage mobile users by uTreasure – a platform which will allow you to deploy location-relevant games for mobile users over Mobile Apps, Web, WAP and SMS as well.
Through our platform, mobile users of multiple telecom operators – Airtel, Aircel, MTS, Uninor & Videocon with a combined user base of over 272 million – can play games designed for any Merchant.
The game is played in a format of a multiple-choice quiz with three or five levels designed by any Merchant. If the user answers the question correctly, he/she proceeds to the next level. Merchant can offer prizes at each level and/or a mega prize for completing all levels. The prize shall typically be mobile coupons which can be redeemed at POS. Example: Free Rs. 50 voucher of Cadbury India by completing 3 levels of quiz.
As the games are location-relevant, Company can run different games at different store locations simultaneously to make it more relevant to the shows that may be running. uTreasure is conceptualized around “Winning is an addiction!” philosophy. Users can search for any contests for which he can get instant gratification around the location, play the contest and get the immediate rewards.
The platform helps Brands to Connect – Engage – Interact – Transact with users. Brands can increase their brand awareness; publicize their Product Launches, other special offerings via this platform.

16. AHOY’s Professional Services * Business consulting: * Bridging the GAP between technological creations and market reality * Market analysis and research * Market strategy including roadmap definition, business and financial planning * Advising advertising, media and technology companies for Telecom service provider integration. * Mobile and Web application * Build-Deploy-Operate model * Conceptualization * Development * Testing and Integration * Operations Support * Future Functional Enhancements

* Content related: * End to End Content Lifecycle Management * Deck management * Content Acquisition(text and multimedia) * Content operations(Campaign, Promotions) * MIS * Reporting * Outsourced Technical Manpower Services: * Offering a huge pool of technical and business resources in * 2g & 3g Network Planning (RF, Transmission, CN, IN, VAS, OSS, BSS etc) * Business Operations * Operation and Maintenance * Network optimization and Performance Monitoring

17. Delivering Smart Solution for Smart People

Ahoy is commited to bring and deliver “U”
A True Value and Relevance for Pure Customer Delight

The Ahoy Mobile Application (app) enables its user(s) to get DEALS on the MOVE
It is Ahoy’s endeavor to bring relevant deals to its user(s) that can be readily usable by its user(s).
User(s) can search deals around current position of presence / any other location of choice
Filter the deal as per requirement.
15 categories available for filtering.
Register for Ubiquitous experience over other access methods.
Signing-up will enable user(s) to do following
1-View Deal details
2-Call the outlet right from their phone
3-Filter Deals based on their choice.
4-Generate coupon and enjoy the deals.
18. Reaching Audiences at Scale with Advanced Targeting

Ahoy Telecom Creation LLP has mobile apps for every cell & every user likewise there is a different app for JAVA phones, WINDOWS phone, ANDROID phones, and BLACKBERRY & APPLE’s phones that enables us to connect brand to their target mobile consumers. Whether advertisers choose broad or targeted reach, our best-in-class data, Technology, and consumer intelligence allows us to reach, target, and engage mobile audiences at scale
Ahoy Telecom Creation LLP understands consumer’s mobile context, behavior and location, powering targeting that captures real life moments to create real connections for brands.
Audience targeting
Ahoy Telecom Creations LLP utilizes proprietary technology to build accurate, scalable segments that allows brands to reach their target audience. Brand can reach these audience on AHOY’s platform by targeting different parameters, including demographics, content preferences, location, and behavior (i.e., those who have previously engaged with the brand’s creative or apps)

Local Market Targeting
With AHOY’s unparalleled local marketing targeting capabilities & cross-platform philosophy, advertiser have the ability to reach and engage local consumers at scale. Fueled by its data & technology platform, Ahoy recognizes audience from country origin, to DMA, to lat/long level of granularity. This capability arms brands with the opportunity to deliver relevant ads to consumers only in the geographic targeting parameters they define.
Local Zone Targeting
Ahoy telecom offers Local Zone Targeting, which allows brands to leverage our national reach, while targeting within a small radios of select location. Ads are delivering to consumers near established list of key locations, such as major malls, big box retail stores, consumer electronics outlets, colleges & universities, movie theatre chain, home improvement outlet etc.
Tactical Targeting
Tactical targeting engine identifies and assembles mobile features, including carrier, device, operating system, app/browser, etc, enabling advertisers to leverage mobile’s innate characteristics to connect with consumers.

19. Engaging Consumers with High-Impact Mobile Ads
Compelling mobile ads engage consumer and deliver results. As a proven leader in a mobile advertising, no one has executed more successful mobile reach media campaign across all device types and OS platforms than Ahoy Telecom.

Mobile Circular
Mobile circular translate the Digital Interaction into Real World Action
AHOY’s Mobile Circular
As news paper readership declines and digital influence over deal seeking behavior grows, the mobile circular provides brands with a powerful opportunity to activate engagements, foot traffic and sales, no matter where there customer are. With the mobile circular, advertiser can easily and efficiently repurpose existing circular and apply highly personalized feature unique to mobile, creating immediate benefit for both, consumer and advertiser.
LOCATION
Mobile is where you are. Location based features generate foot traffic and immediate benefits. * Store locater * Barcodes * QR codes

BEHAVIOUR
Mobile is personal. Viral, customizable features deliver long term values. * Bookmarking * Special features

360degree view * Enables consumers to interact with an object and rotate it 360 degree in any direction, highlighting the product’s features in the rotating, customizable format. * For advertiser who believes that showing, not telling, is a best way to showcase the product.

Media gallery * Enables the advertiser to display a series of different images that progress from left to right on a mobile device screen. * Images progression can be user initiated through swipes or taps, or the images can load automatically.

20. Benefits
Any Merchant will benefit in following ways, shall it choose to go with Ahoy’s proposed solution: 1) Enhanced User Experience 2) New Customer acquisition 3) ..Customer and Affiliates Engagement 4) Promoting any campaign/offer/deal is just a click away
All of this leading to ….
…. INCREASED REVENUES! 21. Differentiator
Why only Ahoy? 1) Ahoy is the only Mobile Technology solutions provider providing end-to-end solution. 2) Ahoy understand technology, advertising & marketing in and out. 3) Ahoy’ve the right team to deliver on commitments made. 4) For Ahoy it’s just not a project, but its start of a relationship having vision to go on for years to come, creating WIN-WIN propositions for both the parties.

22. RESEARCH METHODOLOGY 1) Meaning: * Business Research is a process of systematic enquiry or investigation into a specific problem or issue that leads to new or improved knowledge. * Business research is defined as the systematic and objective process of generating information for aid in making business decisions. * Business research is an activity of planning, acquiring, analyzing, and disseminating relevant data information, and insights to decision makers in ways that mobilize the organization to take appropriate actions that, in turn, maximize business performance. Research objective * The objective of study is to know that how merchants of Ahmedabad advertise their brand. * To know that which medium of advertise they prefer more. * To know that how much they spend over advertise their brand. * Do they know about location based mobile advertisement * Are they interested in location based mobile advertisement * To know that how much they are willing to pay for this new concept. Research plan
To achieve the objectives, a questionnaire was prepared consisting various questions covering the different aspects for which information was to be derived.
Research Instrument
For our research work we have used structured interview by meeting a potential merchants of different business category. Such meeting involves the set of predetermined questions. Thus, the interviewer in a structured interview follows a rigid procedure laid down, asking question in a form ad order prescribed. As against it, the unstructured interviews are characterized by a flexibility of approach to questioning. Unstructured interviews do not follow a system of predetermined questions.

22.1 Source of data * Primary data: * Collected by visiting personally to various merchants of different category * Secondary data: * Various deal sites * Company’s web page

22.2 Research approach To understands the advertisements needs of various merchants and penetrate Ahoy’s new concept of advertisement i.e. location based mobile advertisement, for this we have conduct survey by meeting the merchants personally.

22.3Sample size Target people: Target people for this survey were the merchants of different business categories, who already advertise their brand or outlet by any medium of advertisement. Sample size: 50 Sampling units: Merchants Contacts method: Personally meeting on appointment basis. 22.4 Limitation of study * Sample size of this survey was quite small for the city like Ahmadabad. * This survey was undertaken in Ahmadabad only, so it cannot represent the scenario of other cities. * Some merchants don’t provide the relevant details because of their privacy. 23. Data Analysis & Interpretation
Questionnaire Survey
Q.1 which business category you operate?
Table1.1
Category | No | % | Food | 10 | 20 | Shopping | 9 | 18 | Entertainment | 7 | 14 | Beauty & Health | 16 | 32 | Other | 8 | 16 |
Figure 1.1

Interpretation As per the survey of 50 merchants we found that 16 merchants i.e. 32% are in the category of Beauty & health, 18% in shopping, 14% in entertainment, 20% in food and rest 16% is in the other category.

Q.2 How much outlets do you have?
Table2.1
Outlets | No | % | 1 | 38 | 76 | 2 | 8 | 16 | 3 | 3 | 4 | More then 3 | 1 | 2 |
Figure 2.1

Interpretation
Here we found that 38 merchants that is 76% is having only a single outlet, 16% merchants having two outlets, 6% merchants having three outlets & only 2% merchants i.e. only 1 merchant is having more than 3 outlets.

Q.3 How much is your service range in radius from your outlet/s location?
Table3.1
Service range | no | % | 2-5 km | 35 | 70 | 5-10 km | 11 | 22 | 10-15 km | 3 | 6 | Above 15 km | 1 | 2 |
Figure3.1

Interpretation
As per this we came to know that 70% of merchants is serving in the range of 2-5km, whereas 22% merchants is serving in the range of 5-10 km, 6% in the range of 10-15 km & 2% is serving in more than 15 km,

Q.4 How do you advertise your Brand?
Table 4.1 Mediums | No | % | BTL | 21 | 42 | ATL | 14 | 28 | Digital advertisement | 8 | 16 | Mobile advertisement | 7 | 14 |
Figure 4.1

Interpretation
As per our survey we came to know that 21 merchants i.e. 42% merchants do their brand advertisement through BTL. Whereas 14 merchants i.e. 28% merchants do their brand advertisement through ATL, 8 merchants i.e. 16% merchants do their brand advertisement through Digital advertisement and 7 merchants i.e. 14% merchants do their brand advertisement through Mobile advertisement.

Q.5 How much you spend on a advertisement in a month?
Table5.1
Advertisement expense | Numbers of merchants | % | 1000-5000 | 41 | 82 | 5000-10000 | 7 | 14 | More then 10000 | 2 | 4 |

Figure 5.1

Interpretation
As per our survey, 41 merchants i.e. 82% merchants spend Rs 1000-5000 on their advertisement expense Whereas 7 merchants i.e. 14% merchants spend Rs. 5000-10,000 on their advertisement expense and 2 merchants i.e. 4% merchants spend more than Rs. 10,000 on their advertisement expense.

Q.6 which is most effective advertisement method you acknowledge for your brand?
Table 6.1 Medium of advertisement | Number of merchants | % | BTL | 21 | 42 | ATL | 14 | 28 | Digital | 8 | 16 | Mobile | 7 | 14 |

Figure 6.1

Interpretation
As per our survey we came to know that 21 merchants i.e. 42% merchants acknowledge BTL for advertise their brand. Whereas 14 merchants i.e. 28% merchants acknowledge ATL for advertise their brand, 8 merchants i.e. 16% merchants acknowledge Digital advertisement and 7 merchants i.e. 14% merchants prefer Mobile advertisement.
Q.7 Have you heard about location based mobile advertisement?
Table 7.1 | No. of merchants | % | Yes | 14 | 28 | No | 36 | 72 |

Figure 7.1

Interpretation
As per this survey we came to know that only 14 merchants i.e. 28% merchants heard about location based mobile advertisement and rest 72 % merchants are unaware about location based mobile advertisement.

Q.8 Will you be interested in location based mobile advertisement?
Table 8.1 | No. of merchants | % | Yes | 48 | 96 | No | 2 | 4 |

Figure 8.1

Interpretation
As per our survey, 48 merchants i.e. 96% merchants are interested in location based mobile advertisement, Whereas 2 merchants i.e. 4% merchants are not interested in location based mobile advertisement.

Q.9 Will you provide exclusive discounts/offers to mobile users who are nearby of your outlet location?
Table 9.1 | No. of merchants | % | Yes | 46 | 92 | No | 4 | 8 |

Figure 9.1

Interpretation
As per our survey, 46 merchants i.e. 92% merchants are ready to provide exclusive discounts and offers to mobile users who are nearby to their outlet location, Whereas 4 merchants i.e. 8% merchants denied to provide exclusive discounts and offers to mobile users who are nearby to their outlet location.

Q.10 How much you willing to pay for location based mobile advertisement in a month?
Table 10.1 | No. of merchants | % | 500-1000 | 28 | 56 | 1000-2000 | 15 | 30 | More then 2000 | 7 | 14 |

Figure 10.1

Interpretation
As per our survey, 28 merchants i.e. 56% merchants are willing to pay Rs. 500-1,000 per month for location based mobile advertisement of their brand, Whereas 15 merchants i.e. 30% merchants are willing to pay Rs. 1,000-2,000 per month for location based mobile advertisement and 7 merchants i.e. 14% merchants are willing to pay more than Rs. 2,000 per month for location based mobile advertisement
24. Achievement of Ahoy

Awarded “Best Startup” – 2011
By Silicon India

25. Findings and Conclusion

After the survey, we found that Location Based Mobile Advertisement is feasible.
Location based mobile advertisement is a new concept and new medium of advertisement based on its three potentials i.e. reach, relevant and result.
First, Location based mobile advertisement provides marketers a fantastic reach, as people almost always have their mobile phone with them. Secondly location based mobile advertisement gives customers control on how they receive ads, customers receive more relevant information, personalized message, and targeted offers. And lastly, location based mobile advertisement is an extremely accountable medium, its helps merchants to gain better understanding of their customers with real time marketing, which results in higher advertising impact and greater customers satisfaction.
So by keeping such benefits in mind the various merchants in Ahmadabad of different business category welcomes this new concept and show their willingness to accept “LOCATION BASED MOBILE ADVERTISEMENT” as the new and most attractive concept of advertisement.

26. Questionnaire of Ahoy Telecom Creation LLP
(Location Based Mobile Advertisement)

1. Which business category you operate?
a. Food
b. Shopping
c. Entertainment
d. Beauty & Health care
e. Other

2. How many outlets you have? a 1 b 2
c. 3
d. More than 3

3. How much is your service range in radius from your outlet/s location?
a. 2-5 KM
b. 5-10 KM
c. 10-15 KM
d. Above 15 KM

4. How do you advertise your brand? a BTL (news paper, pamphlets, Banners etc.)
b.ATL (local cable network, FM, TV ads)
c. Digital Advertising
d. Mobile Advertising

5. How much you spend on advertisements in a month?
a. Rs. 1,000 – Rs. 5,000
b. Rs. 5,000 – Rs. 10,000
c. More than 10,000

6. Which is most effective advertisement method you acknowledge for your brand?
a.BTL
b.ATL
c. Digital
d. Mobile

7. You heard about location based mobile advertisements?
a. Yes
b. No

8. Will you be interested in location based mobile advertising?
a. Yes
b. No

9. Will you provide exclusive discounts/offers to mobile users who are Nearby to your outlet location? a. Yes b. No

10. How much you are willing to pay for location based mobile advertising in a month?
a. Rs. 500 – Rs. 1,000
b. Rs. 1,000 – Rs. 2,000
c. More than Rs. 2,000