Mini project mudra-ad-agency-manendra shukla

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One client Vimal and a 500 sq ft office that was Mudra in the year 1980 They were a small agency tucked away in Ahmadabad with one clearly Articulated goal to be a top 5 agency .there ambition with an …

One client Vimal and a 500 sq ft office that was Mudra in the year 1980 They were a small agency tucked away in Ahmadabad with one clearly Articulated goal to be a top 5 agency .there ambition with an almost manic obsession by creating the best contemporary advertising that had our client and other people taking notice.
As a young agency operating out of Ahmadabad its growth was driven helping small business with big ambition explode their brands to the country at large.
With in 9 years they were the largest Indian advertising agency.

• Mr. A. G. Krishnamurthy founded Mudra communication on 25th march 1980

• Mr. Krishnamurthy started his advertising career with Shilpi advertising in 1976

• He moved to Reliance Industry as advertising manager 4years later he founded Mudra communication

• Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudra has 125 client this multifold increase is a testy many to his passion and zeal

• In 1991 he created the Mudra institute of communication Ahmadabad (MICA) the only advertising school of it s kind in Asia

• In 1995 Mr. Krishnamurthy was nominated as advertising person of the year

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  • 1. Mudra communication limited PROJECT REPORT ON CLIENT RELATIONSHIP MANAGEMENT (CRM) & PROFITABILITY OF ADVERTISING FIRM Mudra communication limited (SUBMITTED ON THE PARTIAL COMPLETION OF POST GRADUATION DIPLOMA IN MANAGEMENT) SUBMITTED BY: - Manendra shukla P.G.D.M Master School of Management Session – 2010-2012MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 1
  • 2. Mudra communication limited Mudra communication limitedIntroduction; One client Vimal and a 500 sq ft office that was Mudra in the year 1980They were a small agency tucked away in Ahmadabad with one clearlyArticulated goal to be a top 5 agency .there ambition with an almost manicobsession by creating the best contemporary advertising that had our clientand other people taking notice. As a young agency operating out of Ahmadabad its growth was drivenhelping small business with big ambition explode their brands to the countryat large. With in 9 years they were the largest Indian advertising agency.HISTORY POINTS :- • Mr. A. G. Krishnamurthy founded Mudra communication on 25th march 1980 • Mr. Krishnamurthy started his advertising career with Shilpi advertising in 1976 • He moved to Reliance Industry as advertising manager 4years later he founded Mudra communication • Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudra has 125 client this multifold increase is a testy many to his passion and zeal • In 1991 he created the Mudra institute of communication Ahmadabad (MICA) the only advertising school of it s kind in Asia • In 1995 Mr. Krishnamurthy was nominated as advertising person of the yearMASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 2
  • 3. Mudra communication limitedPROFILE OF MUDRA COMMUNICATION LTDHead quarter MumbaiIndustry Marketing and advertisingType Privately heldStatus OperatingFounded 1980Sanjay Sharma New president(North & East)Company size 501-1000 employeesWeb site www.Mudra.comMembers in the management of the Mudracommunication ltdName DesignationSebastian Joseph Executive, vice-president and head technologyMohit Bhagchandani Country head, Mudra sportJoy Deep Dasgupta Vice president and national strategic, planning headSonal Jheej Account plannerPresent situation of Mudra communication; It was started in 1980 Mudra rose to become the 3rd largest agency in thecountry. In a short span of nine years, today the Mudra group is one of theIndia s leading marketing communication networksThe group utilizes it s deep understanding of consumers brands and media todeliver creative business solution –A customized and collaborative approachhelps it s client build enduring and profitable brands The group offers integrated communication services through it’s platform(1) Mudra and DDB(2) Mudra (advertising)(3) Mudra max (integrate communication planning and implementation) (4)Mudra health and life style (health and life style advertising)(5) Water (brand strategy and design consulting) In the present year Mudra is poised to exceed a turnover in excess of 15billion at it continues to maintain it s aggressive growth rate.Mudra is one of the management admired marketing communication networkin the country a highly rated agency both by client and industry.MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 3
  • 4. Mudra communication limitedMudra south won the agency of the year at the ad club Cochin’s paper awardsAchievements of the Mudra communication ltd*It was a Mudra that first gave India double spread colors ads*it was Mudra that first sponsored commercial telecast of a major sportingevent with the India and west Indies series of 1983*it was Mudra that first branded a public issue Reliance Khazana*it was Mudra that made India s first telefilm Janam*it was Mudra that gave Doordarshan Rajani .The serial that heralded a newconsumer awareness in India*it was Mudra that gave India s it s first academy for advertising.THE Mudra Institute of Communication (MICA)*it is a Mudra that gave India s advertising community its first advertisingarchives marketing and Advertising Gallery(MAG)MEMORABLE ADVERTISINGMudra has created some of the most memorable advertising in India they are;1. Only Vimal2. I Love You RasnaMASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 4
  • 5. Mudra communication limited3 My Daddy Strongest4. The World in Your Pocket6 The Mint With The Hole7 Team SamsungMASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 5
  • 6. Mudra communication limited8 McDonalds Mein Hai Kuch Baat9 Kar Lo Duniya Muthi MeinPeople working in an agency:Accounts Executive: It is a key career option in advertising agency. He iscalled an Account Director when he is a member of the Board. He is a linkbetween a client and his staff. The marketing or advertising department of theclient briefs him. He communicates this to the agency people. He reaches out to different clients for seeking new business. Even clientswho want an agency to work for them contact the accounts executive. Thisbusiness development work makes it virtually a marketing manager of theagency. Do right-brained people make better account directors? The faculties of logic and reason are supposed to reside in the left-brained people. While intuition and creativity are believed to be in the right. Sofar, accounts director was considered suitable if logical and systematic, i.e.,left-brained. But if he has to motivate a team, he should be inspiring andcreative too, i.e., right-brained.Copywriters: They are the wordsmiths who do the wording of anadvertisement. They are bright and talented. They have a flair for language.They contribute to the theme of an advertisement. Creation of successful copiesMASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 6
  • 7. Mudra communication limitedfor different clients establishes them in this field.Visualisers: These are artists who put on paper what has been thought out bythe copywriter. They in fact design the ad.Creative Director: He co-ordinates the copywriting and designing. He is asenior professional who is seasoned in an existing advertising agency set-up totake on this mantle.Production Department: Persons of diverse talents like printing technology,DTP, photography, typography etc. are involved here.Media Planner: He has to allocate the advertising budget amongst media. Hehas to select the appropriate media. He decides about the frequency, size andposition of an advertisement. He decides about its publication date. He receivesthe tear-off copies from the media when the ad is published. He is guided bythe media research, which he undertakes, or by research undertaken by anoutside agency. Media is the most professionalized department of advertisingagencies.Marketing Research: Modern agencies are integrated set-ups. They provide arange of marketing services. Research data become very useful as input to thecreative process.The Media : Most of the media today sustain on advertising revenue. They sellspace or time. While selling space or time, they have to convince the clientabout the reach of their media vehicle, the composition break-up of theirreaders and the pricing of their space/time selling. They monitor the market,survey their readers, and highlight their readers demographic and geographiccharacteristics. They also maintain relationship with the media department ofadvertising agencies who buy space/time on behalf of clients.Ancillary Services : These are needed to produce/create advertisement. Awhole range of services like studio service, photographic service, printingservice, gift item producers etc. fall into this category.Freelancers : These are professionals who work independently and have asuccessful track record. They are copywriters, jingle singers, radio announcers,artists, visualizers, technical writers etc.Organization Structure of Advertising Department All major advertisers maintain an advertising department. The structure ofMASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 7
  • 8. Mudra communication limitedthe department however may vary from one organization to another, as eachone tries to develop a form, which is most suited to ones requirements. Theprincipal forms of organizational structure are based on • sub functions of advertising, such as copywriting or artworks • communication media • geographical spread • product and • End users. Irrespective of the specific form, the advertising department has to performseveral functions. Principal among these are setting advertising goals, plansand budget, selecting the outside ad agency, maintaining contacts, providingsupport to the marketing staff and monitor the functioning of the ad agency.Selecting the ad agency is one of the important tasks of the advertisingdepartment. Several criteria, including experience, size, track record and thequality of the personnel, are considered in the selection process. As you know, there are different categories of advertisers. Depending upontheir functions, each organization develops its own structure, of whichadvertising department is a part. What is important in this connection is toanalyze the functions an advertisement department is expected to perform.Organization is a Manufacturing Unit- Manufacturing firms carries out bulk of advertising. It is therefore,necessary to understand the various principles on which the advertisingdepartment can be organized in manufacturing units. The basic principles are:(a) By Sub-functions of Advertising :Advertising as a function can besegmented into its various components, such as, Copywriting, Art Productionand Media. A specialist who in turn reports to the advertising manager canhandle each component.MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 8
  • 9. Mudra communication limited Advertising Manager Copywriting Manager Art Manager Production Manager Media Manager(b) By Media Advertising ManagerNewspaper Broadcasting Magazine TV Outdoor Direct mailing© By Product Advertising Manager Product A Product B Product C Product D (d) By Geography Advertising Manager Zonal Manager A ZM(B) ZM (C) (e) By End User Advertising Manager Consumer Institutional GovernmentMarket Manager Market Manager Market ManagerMASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 9
  • 10. Mudra communication limitedReporting Structure: The advertising manager has to report to somebody who is higherup in the organizational structure. To whom the advertising managerwould depend upon how much importance advertising is given to thetotal operations of the firm. There are several alternatives.These are:• Report to the Chief Executive (Chairman/MD.)• Report to the Director (Marketing)• Report to the divisional head if the firm is a multi-division firm andresponsibility is delegated at the division level.Services offered by agency ;--Total Advertising Services :Strategic planning, creative developmentand media services for advertising, particularly in television, newspapers,magazines and radio; providing the best creative designed to capture theimagination of consumersMarketing Services: Provision of a number of advertising relatedservices, including sales promotion, market research, PR and eventmarketing.E-Solution Services : e-solution services, including system integrationservices, e-business consulting and customer relationship management(CRM), Search Engine Marketing (SEM) and Search Engine Optimization(SEO) and e-promotions using the Internet and mobile.Content Business: Sales of sponsorship, broadcasting and other rights,and the production and marketing of such media / content as sportingevents, films, TV programs, animated content, music and other forms ofentertainment.Integrated Media Services : Bringing value to both clients and media-related companies by offering a wide range of media solution servicesSales Promotion : Providing comprehensive sales promotion planningdesigned to complement mass media and other activitiesEvent Marketing : Assisting clients by providing dynamic vehicles fortheir messages in the form of on-the-spot interactive communicationsMASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 10
  • 11. Mudra communication limitedIntegrated Branding Services : Assuring clients the highest quality ofbranding services for their communication needsServices: Services are provided by the organization1 Mudra is a today the largest Indian advertising agency .it s meteoricgrowth has been driven by some epochal work Mudra has created someof most memorable advertising like 1. Only Vimal 2. I Love You Rasna 3. My Daddy Strongest 4. Humko Binie Mangta 5. The World in Your Pocket Today it handles over 125 client nationally .though it s fourindependent units they are;1 Mudra Mumbai2 Mudra South (including Bangalore, Chennai, Cochin)3 Mudra north Ahmadabad4 Mudra north and east (including Delhi and Kolkata) Mudra often the entire spectrum of brand communicationcompetency ranging from strategic planning brand management creative,Mudra is also one of the few agency networks in the country that offers acomprehensive suit of marketing services under one umbrella .these aresupported by the largest national network among all agency.2 Mudra health and life style (MHL); It is specialize in the emerging common needs of the health coreindustry marrying in-depth understanding of the medical business withrefreshing consumer doctor and channel insight it is uniquely positionedto address .the common requirement of the health and life style spaceMHL also has a strong track record in the domain of social common andpharmaceutical brand promotion. Mudra health and life style client included J&J medical buyerBistol – Myers Squibb, Alembic, Unicef & USV among others.MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 11
  • 12. Mudra communication limitedCLIENTS 1. Paras Pharmaceuticals 2. Reliance Communication 3. Union Bank Of India 4. Life Insurance Cooperation Of India 5. Godrej 6. The Philips 7. Hindustan Unilever Ltd. 8. Pepsi 9. Jet Air Ways 10.Reliance ADAG 11. Spice Telecom 12. ICI Points 13. Union Bank Of India 14.Amrutanjan 15.Mahanagar Telephone Nigam Ltd (Corporate); 16.Indian Express (News Paper); 17.Mid-Day (Website); 18.Global Trust Bank (Banking); 19.Indian Tourism Development Corporation (Hotels); 20.Business Standard (Publications); 21.Raj TV (TV Channel); 22.Henkel Spic India (Detergents); 23.Godrej Foods; 24.Ahmedabad Electricity Co Ltd (Corporate); 25.LIC Of India (Insurance - Services); 26.Honda Siel Power Products (Gensets); 27.Satyam Computer Services Ltd (Satyam - Computer Software); 28.Satyam Infoway Ltd (Satyam - Internet Services); 29.Compaq (Compaq - Computers); 30.Cadila Healthcare Ltd (Everyuth - Healthcare); 31.Blow Plast Ltd (VIP Skybags - Luggage Carrier); 32.Dabur Ayurvedic Specialities Ltd (Nature Cure - Ayurvedic Products); 33.Henkel Spic India Ltd (Fa - Soap); 34.Hindustan Motors Ltd (Mitsubishi Lancer - Automobile)MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 12
  • 13. Mudra communication limited AWARDSMudra communication ltd. has got national andinternational awards. 1. International awards- Number of award-230 like Connes, D&AD, Clio, One show, Ad fest, communication arts, New York festivals and others 2. National awards – Number of awards-825 like Abby, CAG, Ad clubs, AAAI show case of India advertising and others 3. Agency of the year 8 times – Mudra founder A.G. Krishna Murty has been honored multi times including • Calcutta Ad club Hall of fame • A&M Ad person of the year • Media international one of the international Ad industry 1998 • AAAI premnrayon award recognition of pioneering spirit and entrepreneurial vision • Mudra south agency of the year at paper award and the Ad club Cochin.MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 13
  • 14. Mudra communication limited SWOT Analysis of Mudra communicationStrength - Satisfying the need of the customers - Meeting up the client requirements in time - Innovative & creative in advertisement segment - Quality in advertisement - Global exposure with higher rewards & appreciation - Efficient team working environmentWeakness - Pricing strategy - Lack in promotion strategies towards increasing the brand name.Opportunities - Entering in global market to attract global clients - Being the oldest advertising agency in India, it brand among its clients- they have lot of client coming back with new product for getting advertised. - In its successful journey, they lot of wonderful memorbal advertisement done by them- this has increased there brand image in the Indian market.Threats - Challenging stiff competition from its competitor’s from both domestic & international levels. - Changes in the taste & preferences of clients. - Lack of creative minds & also too expensive in overall management.MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 14
  • 15. Mudra communication limitedCompetitors of the Mudra communication;AGENCY PLACEAdbur Pvt Ltd GhaziabadAkshara Advertising New DelhiAmbience D’Arcy MumbaiChaitra Leo Burnett Mumbai -Pvt LtdFinancial Data and Analysis(a) Dec. 31 Accounts Receivable................................................... 2,500 Advertising Revenue......................................... 2,500 31 Art Supplies Expense.................................................. 3,600 Art Supplies....................................................... 3,600 31 Insurance Expense......................................................   850 Prepaid Insurance.............................................   850 31 Depreciation Expense................................................. 6,000 Accumulated Depreciation............................... 6,000 31 Interest Expense..........................................................   150 Interest Payable.................................................   150 31 Unearned Advertising Fees........................................ 1,600MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 15
  • 16. Mudra communication limited Advertising Revenue......................................... 1,600 31 Salaries Expense.......................................................... 1,300 Salaries Payable................................................ 1,300(b) Mudra communication limited Income Statement For the Year Ended December 31, 2011 Revenues Advertising revenue................................................................. $62,700 Expenses Salaries expense........................................................................ $11,300 Depreciation expense...............................................................    6,000 Rent expense.............................................................................    4,000 Art supplies expense................................................................    3,600 Insurance expense....................................................................     850 Interest expense........................................................................ 500 Total expenses................................................................. 26,250 Net income .......................................................................................... $36,450Mudra communication limited Retained Earnings Statement For the Year Ended December 31, 2011 Retained earnings, January 1................................................................................ $500 Add: Net income....................................................................................................36,450 36,950 Less: Dividends.......................................................................................................12,000MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 16
  • 17. Mudra communication limited Retained earnings, December 31........................................................................... $24,950 Mudra communication limited Balance Sheet For the Year Ended December 31, 2011 Assets Cash ................................................................................................ $11,000 Accounts receivable.......................................................................  22,500 Art supplies.....................................................................................    5,000 Prepaid insurance..........................................................................    2,500 Printing equipment........................................................................ $60,000 Less: Accumulated depreciation.................................................. 34,00026,000 Total assets.................................................................. $67,000 Liabilities and Stockholders’ Equity Liabilities Notes payable........................................................................ $  5,000 Accounts payable.................................................................    5,000 Unearned advertising fees...................................................    5,600 Salaries payable....................................................................1,300 Interest payable....................................................................    150 Total liabilities............................................................  17,050 Stockholders’ equity Common stock...................................................................... $25,000 Retained earnings................................................................. 24,950MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 17
  • 18. Mudra communication limited Total stockholders’ equity.........................................49,950 Total liabilities and stockholders’    equity...................................................................... $67,000(c) (1) I=PXRXT $150 = $5,000 X R X 1/2 $150 = $2,500R R = $150 $2,500 R = 6% (2) Salaries Expense, $11,300 less Salaries Payable 12/31/08, $1,300 = $10,000. Total payments, $12,500 – $10,000 = $2,500 Salaries Payable 12/31/07.Conclusion: In today’s world which is fast moving & dynamic, people’s wants,need and desires are changing; it’s very important to know them and givethem what they want. This is the main objective of advertising where adagency plays major role in market research, making of creative,launching it in the market, taking the feedback of consumer and makingany product famous and acceptable among consumers. Ad agencies areplaying an important role in shaping present and future of not justselected brand but of entire company. There is no one -- sure-fire -- best way to advertise your product orservice. It is important to explore the various advertising media andselect those which will most effectively convey your message to yourcustomers in a cost-efficient manner. Always to be remember,advertising is an investment in the future of your business. Ad agency is service industry it is growing very fast .talentedpeople are hired and they are showing there creativity ability .the adagency are providing services to the branded company carrying thereadvertisement campaign most effectively. They know how to attract the consumers .from one side agency arevery costly they are charging more money for the advertisementMASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 18
  • 19. Mudra communication limitedcampaign. On other side it is useful to the company .the ad agency canlaunch the company product in better way. I think ad agencies are playing key role in-increasing the brand &performance of a product or services of a company. Thank to ad agenciescontribution for changing our world of dreams & desire.Bibliography-Marketing management by Philip kotlerAdvertising principle practice by Burnett wells Mariratywww.google.comwww.india advertising agency.comwww.yahoo.comwww.msn.com Mudra Communications LtdMudra House, Sheth CG Rd, Ellisbridge, Ahmedabad 380 006Tel: (0091 79) 656 5659 Fax: (0091 79) 642 5058Branch telephone numbers:Ahmedabad: (0091 79) 646 1530/23Bangalore: (0091 80) 5588692Delhi: (0091 11) 616 5290/92Mumbai: (0091 22) 496 4800Chennai: (0091 44) 825 0932, 8273151Calcutta: (0091 33) 474 9084/85Hyderabad: (0091 40) 3314181, 3390494Kochi: (0091 484) 365750/301E-mail: r.arora@mudra.comURL: www.mudra.comCapitalised billings: Rs 5232.54 millionTelevision billings: N.A.MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 19