<ul><li>PROCESS OF BRAND BUILDING IN  </li></ul><ul><li>Ad AGENCIES </li></ul><ul><li>With Reference to Ramakanth Advertis...
INTRODUCTION <ul><li>Advertising is the activity of attracting public attention to a product or business, as by paid annou...
OBJECTIVES OF THE STUDY <ul><li>To study the role of Ad Agencies in Brand Building  </li></ul><ul><li>To study the process...
METHODOLOGY <ul><li>The data was collected from both the primary and secondary sources. To know the present scenario of ad...
ADVERTISING INDUSTRY PROFILE <ul><li>Advertising is a tool to make people know about products. </li></ul><ul><li>The India...
RAMAKANTH ADVERTISING PRIVATE LIMITED <ul><li>Ramakanth advertising private limited was established in the year 1999 and i...
PROCESS OF BRANDING AT RAMAKANTH ADVERTISING AGENCY <ul><li>Ramakanth advertising agency develops brand through answering ...
 
<ul><li>Phase I: The ad agency  understand the market, competitors, industry, consumers, customers, universal options and ...
  ROLE OF RAMAKANTH ADVERTISING AGENCY IN BRAND BUILDING  WITH REFERENCE TO A CLIENT  JOY ALUKKAS    <ul><li>Joy Alukkas i...
<ul><li>Phase II: </li></ul><ul><li>Vision and mission of Joy Alukkas  </li></ul><ul><li>Vision: “ To become a global bran...
<ul><li>From Joy Alukkas point of view the vision and mission of Ramakanth advertising agency were to promote the Joy Aluk...
<ul><li>Phase III: </li></ul><ul><li>Joy Alukkas wanted to promote its product through both print and electronic media and...
LOGO
BILLBOARD
NEWPAPER AD
INVITATION
BROCHURE
AD FILM
FILER
<ul><li>Phase IV: </li></ul><ul><li>The brand building process of Ramakanth advertising for Joy Alukkas was success and th...
FINDINGS <ul><li>In Ramakanth advertising agency brand building is its primary objective and the process is very effective...
<ul><li>It is observed that brand image of Ramakanth advertising agency is little bit low as compared to other ad agencies...
SUGGESTIONS  <ul><li>The Ramakanth advertising agency is encouraging young talented people but it  is not concentrating on...
<ul><li>Many ad agencies in India concentrating more on the 24/7 approach. So it will be beneficial to Ramakanth advertisi...
 
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process of branding in ad agencies

  1. 1. <ul><li>PROCESS OF BRAND BUILDING IN </li></ul><ul><li>Ad AGENCIES </li></ul><ul><li>With Reference to Ramakanth Advertising Private limited, Hyderabad </li></ul><ul><li>By </li></ul><ul><li>V.Lakshmi Sireesha </li></ul><ul><li>MBA, Marketing </li></ul><ul><li>Regd.No.070129 </li></ul>
  2. 2. INTRODUCTION <ul><li>Advertising is the activity of attracting public attention to a product or business, as by paid announcements in the print, or electronic media. </li></ul><ul><li>Getting the best advertisement is a highly skilled job. </li></ul><ul><li>There fore advertising is arranged through an advertising agency which provides the necessary skills to turn the message into a memorable and effective advertisement. </li></ul><ul><li>Brand building advertising is the right blend of ‘sell’ and ‘build value’. </li></ul>
  3. 3. OBJECTIVES OF THE STUDY <ul><li>To study the role of Ad Agencies in Brand Building </li></ul><ul><li>To study the process of brand building advertising in Ramakanth Advertising Agency. </li></ul><ul><li>To analyze the role of Ramakanth Advertising Agency in brand building with reference to a client Joy Alukkas. </li></ul>
  4. 4. METHODOLOGY <ul><li>The data was collected from both the primary and secondary sources. To know the present scenario of ad agencies the primary data was collected through discussions and interviews with concerned officials in the ad agency. The secondary data was collected from books, journals, magazines and also through inter net. </li></ul>
  5. 5. ADVERTISING INDUSTRY PROFILE <ul><li>Advertising is a tool to make people know about products. </li></ul><ul><li>The Indian Advertising industry caters to the marketing and communication needs of both foreign and Indian marketers operating in India. </li></ul><ul><li>Mudra, Ogilvy and Mather (O&M), McCann Ericson, Rediffussion, Leo Burnett are some of the top agencies of the country. </li></ul><ul><li>India’s total advertising expenditure was Rs 26,532 crore in 2008 in comparison with Rs 22,721 crore in 2007, recorded as 17 per cent growth. </li></ul>
  6. 6. RAMAKANTH ADVERTISING PRIVATE LIMITED <ul><li>Ramakanth advertising private limited was established in the year 1999 and it is a leading communications entity reputed in the industry since 10 years. </li></ul><ul><li>It is ‘Ad Company’ with a specialist division in brand consulting. </li></ul><ul><li>Films, websites, presentations, photography, customer response systems & research are some of the specialist services available with them. </li></ul><ul><li>Ramakanth advertising private limited actively serves clients across 7 key sectors .Those are Retail, Technology, Education, Infrastructure, </li></ul><ul><li>Health Care, Government, Industrial B2B. </li></ul>
  7. 7. PROCESS OF BRANDING AT RAMAKANTH ADVERTISING AGENCY <ul><li>Ramakanth advertising agency develops brand through answering three questions about the client. Those are: </li></ul><ul><li>A clear definition of why the brand exists—vision </li></ul><ul><li>How people across the business entity should behave to deliver the brand—directed by values </li></ul><ul><li>What can the stake holders of the brand do / not do to allow the business to build a brand experience—the brand contract, mission, culture and identity. </li></ul>
  8. 9. <ul><li>Phase I: The ad agency understand the market, competitors, industry, consumers, customers, universal options and also the internal and external people of the brand. </li></ul><ul><li>Phase II: They can develop a unique platform for the brand to be paced on which can be supported organically. </li></ul><ul><li>Phase III: They showcase every touch-point consistently to create the brand experience. </li></ul><ul><li>Phase IV: Ramakanth advertising agency evaluates the branding of its client through measuring the client’s return on investment. </li></ul>
  9. 10. ROLE OF RAMAKANTH ADVERTISING AGENCY IN BRAND BUILDING WITH REFERENCE TO A CLIENT JOY ALUKKAS   <ul><li>Joy Alukkas is one of the world’s famous jewelers. In 2005 it launched its showroom in Hyderabad. At that time it started its journey with Ramakanth advertising for branding. </li></ul><ul><li>Phase I : </li></ul><ul><li>Ad agency had negotiations with the policy framers of joy Alukkas. </li></ul><ul><li>After those negotiations Ramakanth advertising got complete picture about the size and growth of the jewelry market and needs and requirements of the Joy Alukkas. </li></ul><ul><li>After the need analysis Ramakanth advertising observed that the major competitors of Joy Alukkas are Khazana, Tanishq and KP jewelers. </li></ul><ul><li>The target customers are the people who lived in metropolitan cities. </li></ul>
  10. 11. <ul><li>Phase II: </li></ul><ul><li>Vision and mission of Joy Alukkas </li></ul><ul><li>Vision: “ To become a global brand by ornamenting the world ” . </li></ul><ul><li>Mission : “To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backs by incomparable value-additions, adhering to globally approved processes and norms and creating a successful value-chain for our associates”. </li></ul>
  11. 12. <ul><li>From Joy Alukkas point of view the vision and mission of Ramakanth advertising agency were to promote the Joy Alukkas as global brand by ornamenting the target customers and to inform them about the mission of the Joy Alukkas through the effective advertising. </li></ul><ul><li>The main objective of Joy Alukkas is to satisfy its customers with quality products according to their requirement. So Ramakanth advertising set its objective as to elevate the joy Alukkas through its effective advertising. </li></ul>
  12. 13. <ul><li>Phase III: </li></ul><ul><li>Joy Alukkas wanted to promote its product through both print and electronic media and it mainly concentrated on billboards, newspaper ads, attractive invitations to the customers, flash presentations, ad films, brochures, filers through which ways the customers get attracted easily. </li></ul>
  13. 14. LOGO
  14. 15. BILLBOARD
  15. 16. NEWPAPER AD
  16. 17. INVITATION
  17. 18. BROCHURE
  18. 19. AD FILM
  19. 20. FILER
  20. 21. <ul><li>Phase IV: </li></ul><ul><li>The brand building process of Ramakanth advertising for Joy Alukkas was success and the customers in Hyderabad city accepted the quality of the Joy Alukkas, because the Joy Alukkas recently wants to establish two more showrooms in Hyderabad one is at Secunderabad and another one is at the State Government Promoted Gems and Jewelry Park. </li></ul><ul><li>In India, brand Alukkas has registered a turn over of Rs.400 crore in 2008 and expects to cross Rs.600 crore this fiscal. </li></ul>
  21. 22. FINDINGS <ul><li>In Ramakanth advertising agency brand building is its primary objective and the process is very effective. </li></ul><ul><li>In Ramakanth advertising agency it is observed that they execute brand strategy by harmonizing integrated marketing communications, HR initiatives, information technology flow and client-facing operations ,management touch points. </li></ul><ul><li>In this ad agency they plan and develop core brand communications internally and externally. </li></ul><ul><li>Ramakanth advertising agency supervises and monitors best-of-breed resources/execution agencies for implementation of various brand requirements such as web management, training etc. </li></ul>
  22. 23. <ul><li>It is observed that brand image of Ramakanth advertising agency is little bit low as compared to other ad agencies at national level. </li></ul><ul><li>The approach of the agency is very cost effective, even a very small business people can also get its services very economically. </li></ul><ul><li>The agency has a continuous interaction with the client group and they maintain retainer ship rather than fee structure </li></ul>
  23. 24. SUGGESTIONS <ul><li>The Ramakanth advertising agency is encouraging young talented people but it is not concentrating on their training. If it provides some initial training to the employees in the field of client servicing then it will get more opportunities. </li></ul><ul><li>The ad agency can encourage the feed back mechanism from its clients. </li></ul><ul><li>Ramakanth advertising has to look after its own brand image through extensive publicity. </li></ul>
  24. 25. <ul><li>Many ad agencies in India concentrating more on the 24/7 approach. So it will be beneficial to Ramakanth advertising agency if follows the same approach. </li></ul><ul><li>If Ramakanth advertising agency give preference to the consumer interest along with the client’s preferences, it will be helpful to both the ad agency as well as the client. </li></ul>
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