...JOUR168-A 21 January 2015 The History of Advertising The rate of change to advertising as to where it was 10 years ago to know is incredible. The technologies and platforms that have been introduced to us such as Facebook and Twitter has changed the way in which a business communicates with their public. To fully grasp the concept of advertising presently, one must look at its origin. Advertising has come from a very long way and it has managed to advance and evolve into the major communication tool it is today. Advertising is a form of marketing used to, persuade, or manipulate an audience to purchase a product or service, this is normally paid for by the business entity. The most basic and still one of the most efficient forms of advertising which is word of mouth, this has been around ever since humans started providing each other’s with goods and services. As early as the Egyptians, there was evidence of the use of advertising. They used papyrus to record sales and important details, also for political, religious and commercial news to be announced in the city they would write it in bold and place it all over so that everyone would be informed. There were signs of this practice in the ruins of ancient Arabia and Pompeii. In countries such as India and Africa the use of wall advertising was and is now commonly used, hence the starting of ad’s being placed on walls all around the world, because they were easy to see and was colorful so to catch the public’s attention...
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...immersed in the technologies and those whom have not been born into this technological immersion. Today’s average college graduates have spent less than 5,000 hours of their lives reading, over 10,000 hours playing video games, and an incredible 20,000 hours viewing television within the first 20 years of their lives. These readily available technological advancements from a young age create different experiences, which lead to different brain structures than previous generations that did not have these technological advancements. Different groups of consumers have various television commercial media viewing and use habits. . The Youth have logged an incredible 20,000 hours of watching television within the first 20 years of their lives. How they are viewing television as well as their viewing habits may be different then the other consumer groups. Advertisers producing commercials may find it advisable to address these groups and their...
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...CHAPTER II HISTORY OF ADVERTISING - - AN OVERVIEW This chapter is devoted to give an overview of the history of advertising in general, in lndia and in Kerala. Section I of this chapter makes a brief review of the history of advertising in general. Section II gives a resume' of the history of advertising in lndia while Section Ill gives a brief account of the history of advertising in Kerala. SECTION - I ORIGIN OF ADVERTISING The origins of advertising lie thousands of years in the past. One of the first known methods of advertising was an outdoor display, usually an eyecatching sign painted on the wall of a building. Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and Pompeii. An outdoor advertisement excavated in Rome offers property for rent, and one found painted on a wall in Pompeii calls the attention of travellers to a tavern situated in another town. As much as some three thousand years ago Papyrus sheets were used in Thebes in Egypt for announcing the reward for return of runaway slaves .The first advertisement was somewhat in the form of stenciled inscriptions. which were found on earthen bricks prepared by the Babylonians 1 Prepared by BeeHive Digital Concepts Cochin for Mahatma Gandhi University Kottayam about three thousand years before Christ. The bricks carry the name of the temple in which they were used and the name of the king who built it, just as a modern public building which contains a corner stone...
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...printing. Indian print media is one of the largest print media in the world. The history of it started in 1780, with the publication of the Bengal of Gazette from Calcutta. James Augustus Hickey is considered as the “father of Indian press” as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780. In 1789, the first newspaper from Bombay, the Bombay Herald appeared, followed by the Bombay Courier next year (this newspaper was later amalgamated with The Times of India in 1861). The first newspaper in an Indian language was the Samachar Darpan in Bengali. The first issue of the daily was published from the Serampore Mission Press on May 23, 1818. In the same year, Ganga Kishore Battacharya started publishing another newspaper in Bengali, the Bengal Gazzeti. On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was published from Bombay, which is still extant. The first Hindi newspaper, the Samachar Sudha Varshan began in 1854.Since then, the prominent Indian languages in which paper have grown over the years are Hindi, Marathi, Malayalam, Kannada, Tamil, Telugu, Urdu and Bengali. The Indian language papers have taken over the English press as per the latest NRS survey of newspapers. The main reason is the marketing strategy followed by the regional papers, beginning with Ennadu, a Telegu daily started by Ramoji Rao. The second season is the growing literacy rate. Increase in the literacy rate has...
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...putting the packet in boiling water or in the microwave for a few seconds. That is “Just Heat and Eat”. With the expansion of the retail markets in India the demand and popularity of RTE foods are on a rise. Through our study we wanted to determine the factors which affect the purchase decision of Indian consumers of RTE foods. We also wanted to understand the consumption patterns of the respondents in terms of taste, convenience and availability. The research is based on a sample of youth in the age of 20-30 years either working or studying in various colleges across India and studied their consumption pattern of RTE foods. We studied five major players in this market- MTR, Aashirvaad, Kitchens of India, Haldiram’s and Amul. Key words: Ready-to-eat, packaged meals, brand of RTE food products, India, empirical study 1 Introduction People often associate consumption-related behaviours with the affective state they are experiencing (Garg, Wansink and Inman, 2007). Consumers believe food advertising has emerged as a big business. When we think of taste perception of new food products available in the new emerging markets, we tend to think not only of vegetables or snacks but also packaged ready-to-eat (RTE) food products. The RTE industry is characterized by high concentration, high price-cost margins, large advertising-to-sales ratios and aggressive introduction of new products (Nevo, 1999). These facts have made this industry a classic example of a concentrated differentiated-products...
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...through this report we plan to clarify on how much of an impact has primetime had and will be having in the future, although at a diminishing rate, but still manages to touch hearts, inspire people and groom and boom business fraternity. INTRODUCTION Star India’s latest and biggest digital initiative, the Hotstar app, launched recently, is aiming at changing the way Indians consume content. Coming 18 months after the launch of its other digital property, Starsports.com, Hotstar also won the digital media rights for the Indian Premier League (IPL). Hotstar offers more than 35,000 hours of content in 7 different languages—promising viewers a big library of movies, television shows and even live sports (cricket, football, tennis and kabaddi). For the 21st Century Fox-owned broadcaster, Hotstar, which was in the making for more than 15 months, is perhaps its most ambitious digital offering so far. The idea, said Sanjay Gupta, chief operating officer, Star India, is to be a one-stop destination for users to consume premium content across genres and languages and, more importantly, at their own convenience. “There aren’t many platforms available to Indian consumers offering high-quality, curated content besides, say, YouTube,” he said. Viewers will be able to watch all the shows telecast on the Star channels a day later on Hotstar. Similarly, for the first time, English dramas and serials that premiere in the US and are showcased on Star in India, will also be available for consumption...
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...December 26, 2007 Chocolate Market in India Facts & Figures 1. Chocolate market is estimated to be around 1500 crores (ACNielson) growing at 18-20% per annum 2. Cadbury is the market leader with 72% market share 3. The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom 4. Over 70 per cent of the consumption takes place in the urban markets 5. Margins in the chocolate industry range between 10 and 20 per cent, depending on the price point at which the product is placed 6. Chocolate sales have risen by 15% in 2007 to reach 36000 tonnes according to one estimate. Another estimate puts the figure at 25000 tonnes 7. The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and has been growing at around 13% annually 8. As per Euromonitor study, Indian candy market is currently valued at around USD 664 million, with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%, or USD 203 million, in chocolate confectionery 9. Entire Celebrations range marketshare is 6.5% 10. The global chocolate market is worth $75 billion annually Companies 1. The chocolate market in India has only three big players, Cadbury, Nestle and Amul 2. New brands such as Sweet World, Candico and Chocolatiers are present in several malls 3. The largest target segment for Cadbury is youth 4. Delhi-based Chocolatiers, started with a small shop in south Delhi’s Chittaranjan...
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...ACKNOWLEDGEMENT I express my sincere thanks to Mr. Vineet Kumar (Regional Manager), Mr. Vikram Mishra (Sales Head) for giving me the opportunity to do training and to learn and upgrade my skills in this esteemed company. I want to express my gratitude and sincere thanks to Mr. Ravi Kumar (Sales Manager) for his valuable guidance and support in planning, organizing and structuring the conduct of my summer training and in compilation of final of final report. Under his able and close supervision was able to successfully complete this work. The present work reflects at every part his valuable and wise suggestions, discussions and criticism. I am also very much Thank full to Mr.Gaurav Mishra (ASM) & Mr. Ajay Pratap(ASM) for his great guidance witch got in the period of summer training and to the other employs of marketing department of “Indiamart Intermesh Ltd”. I am very thankful to my faculty Guide Ms. Sonia Singh who guided me to accomplish the project and I dedicate this project report to my faculties. ANUPAM MANGLIK MBA(M&S) A0102207022 PREFACE Quiet frequent these days, people talk of Marketing & Sales both in academic institution and industries. Several project works are undertaken and accomplished year after year. But in most cases, very little attention has been paid to an important dimension relating to project work. The result is that much of the project research, particularly in social science, contains endless word spinning and too many quotations...
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...How McDonald's evolved its marketing in India Preeti Chaturvedi When McDonald's India launched in 1996, urban Indians in Mumbai and Delhi typically ate out three to fives times a month, according to AT Kearney, the management consultancy. In the 12 years since then, that average frequency has doubled and analysts forecast that by 2011 the Indian quick service restaurant market will be worth 30,000 crore (about $6.3bn at October 2008 exchange rates). But from their earliest investments in India, multinational company (MNC) owners of restaurant chains have struggled to adapt to the needs of India's many markets. Some pulled out of the country after failed ventures. At the time, consolidation of the hugely fragmented Indian retail sector had also barely begun, and there was scepticism that Indians would prefer burgers and fast food to local food offerings. However, in the intervening decade, McDonald's has continued to open new outlets in the country, evolving its marketing strategy through several phases. Twelve years of McDonald's India McDonald's India was set up as a 50:50 joint-venture between McDonald's at a global level and regional Indian partners such as Hardcastle Restaurants Private Limited in western India, and Connaught Plaza Restaurants Private Limited in northern India. The first Indian McDonald's outlet opened in Mumbai in 1996. Since then, outlets have begun trading in metropolitan and Tier II towns across the country. By September 2008, it had premises in Mumbai...
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...INTRODUCTION Advertising What is Advertising? Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising is, in fact, the most prominent and powerful medium in the present commercial world. It creates an entire world view, shaping our attitude and beliefs. Advertisements permeate every aspect of life and most of us are hardly aware of it. it largely depend on how an individual bring works and so utmost care is taken to exploit the emotions that play an important role in establishing a firm memory of an advertisement and predisposing the consumers to buy the brand that is being advertised. Over a period of time, advertising has been undergoing morphing changes slowly and steadily with multi-facet approach. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver...
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...Executive summary The life insurance industry in India is achieving a growth rate of about 4% annually. It is considered to be one of the fastest growing sectors. The changing socioeconomic demographics and consumer behavior along with increased frequency of natural calamities and disasters have been the main reasons for the growth of this Industry. Its assets as on 31.03.08 were valued at $185 billion with a total of 250 million policies sold and an employee turnover of 113000 and about 1.2 million agents. There are currently 22 life insurance companies with LIC being the only public company having a market share of almost 50%. ICICI comes in second with 10% followed by HDFC at 6%, SBI at 5%, Bajaj at 4%, Reliance at 4%, Birla at 4%, Max 3%, Tata 3%, Kotak 2%, Met 1% and the rest taking up 10% of the market share. As of 2006 FDI norms the foreign participation of Indian insurance companies is restricted to 26%. All the life insurance companies of India have to comply with the strict regulation laid out by the ‘IRDA’ which is the insurance regulatory board in India set up in 2000. The majority of the population in India is yet to be tapped leaving a huge growth potential for this industry. The insurance industry in India is both service based as well as product based. Risk management and product development are the main highlights of R&D in this industry. The life insurance industry is re shapping the retail distribution channel. The life insurers engage with prospects...
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...INTERNET`S ENTRY INTO THE ADVERTISING WORLD HAVING captured one bastion after another, the communication revolution is now all set to change the way people do business. It’s amazing how the business environment has changed dramatically in the last two decades. Who could have imagined the world would become such a small and dynamic marketplace where one can transact Business or receive information with little or no human interface? Who could have imagined that a seller’s market would soon become a well-informed buyer’s market? Who would have expected such tremendous pressure on manufacturers and suppliers to optionally balance costs, quality, price and time, and remain competitive at the same time? The world has moved from an industrial to a service economy, and now to a knowledge economy. In today’s context, information technology and business processes have a truly recursive relationship– with strategy and processes being driven more by the new possibilities that the Internet opens up on a regular basis. Online advertising in Indian Scenario The share of India's online advertising in world pie is almost negligible. But developing countries like India; where Internet users are growing very rapidly, it has huge potential. Indian companies are also showing keen interest in promoting their products or services online. Currently finance sector is most dominating sector in online advertising and accounted about 40% of total online advertising in India. Some of the leading companies...
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...How McDonald's evolved its marketing in India Preeti Chaturvedi When McDonald's India launched in 1996, urban Indians in Mumbai and Delhi typically ate out three to fives times a month, according to AT Kearney, the management consultancy. In the 12 years since then, that average frequency has doubled and analysts forecast that by 2011 the Indian quick service restaurant market will be worth 30,000 crore (about $6.3bn at October 2008 exchange rates). But from their earliest investments in India, multinational company (MNC) owners of restaurant chains have struggled to adapt to the needs of India's many markets. Some pulled out of the country after failed ventures. At the time, consolidation of the hugely fragmented Indian retail sector had also barely begun, and there was scepticism that Indians would prefer burgers and fast food to local food offerings. However, in the intervening decade, McDonald's has continued to open new outlets in the country, evolving its marketing strategy through several phases. Twelve years of McDonald's India McDonald's India was set up as a 50:50 joint-venture between McDonald's at a global level and regional Indian partners such as Hardcastle Restaurants Private Limited in western India, and Connaught Plaza Restaurants Private Limited in northern India. The first Indian McDonald's outlet opened in Mumbai in 1996. Since then, outlets have begun trading in metropolitan and Tier II towns across the country. By September 2008, it had premises in Mumbai...
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...cereal manufacturer in the world. Kellogg’s entered India in 1994 and it took them a good 15 years for stability in the Indian markets facing initial problems and trying to change the Indian consumer’s mentality about the morning breakfast http://www.kelloggs.co.uk/company/history/howitallbegan.aspx About the assignment: (Refer Appendix 1) Growth strategy by Kellogg’s in India: Kellogg’s were successful to create a need for the product which was never a necessity for an Indian household. We will now discuss how the company managed to establish themselves with a dominant market share in the Indian market. 1.) Ansoff Matrix Ansoff Matrix was introduced to address the corporate strategy of the future. It delivers the perspective of growth options on the horizontal level and introduces the possibility of diversification. (Kotler, Berger & Bickhoff, 2010) http://www.ansoffmatrix.com/ Market Development: Market Development is capturing new markets with your existing products or services. (Lester, 2009) In a new market or to a new consumer, it will be a quiet a task to have them to believe in your product on launching (Meldrum, M & McDonald, M., 2007) especially, when a country is so fond of their traditional recipes. With the help of extensive market research Kellogg’s found out that there was no breakfast cereal trend in the Indian market. Hence they launched their flagship product ‘Cornflakes’. This was always going to be tricky as Indians love their hot...
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...other supervisor as well as the panels especially in our project presentation that has improved our presentation skills by their comment and tip. 2 INDEX SL NO. 1 2 CONTENT INTRODUCTION KEY PLAYERS OF THE INDUSTRY 3 GROWTH OF THE INDUSTRY 4 5 6 SWOT ANALYSIS CONCLUSION BIBLIOGRAPHY 16 19 22 12 PAGE 4 6 3 INTRODUCTION Overview Of The Industry Printing is a process for reproducing text and image, typically with ink on paper using a printing press. It is often carried out as a large-scale industrial process, and is an essential part of publishing and transaction printing. Indian print media is one of the largest print media in the world. The history of it started in 1780, with the publication of the Bengal Gazette from Calcutta. James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780. In 1789, the first newspaper from...
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