MARKET RESEARCH ON COMMUNICATION ACTIVITES DONE BY UPCOMING COMPANIES IN EAST KOLKATA
By POUSALI MUKHERJEE
ENROLLMENT NUMBER: 010401058
MARKET RESEARCH ON COMMUNICATION
ACTIVITES DONE BY UPCOMING COMPANIES IN
Advertising is multidimensional. It is a
form of mass communication, a powerful
marketing tool, a component of the
Advertising in India was pioneered by
Dattaram and Company in 1905 from
Girgaon, an area in Mumbai.
The Indian advertising industry has
evolved from being a small-scale business to
a full-fledged industry.
Indian Advertising today handles both
national and international projects.
Keeping in mind this situation, the rate at
which the advertising agencies are growing
the industry is expected to witness a major
boom in the times ahead
Cardozone Communico was
established in the year 2010 October
Mr. Arthur Cardozo is the Managing
Director of this company
The company has designed logo and
advertisements for reputed companies.
It has occupied a good position in
advertising industry in Kolkata
ABOUT THE COMPANY
The company has come up with many innovative ideas and created new concepts to
promote goods and services of different organizations.
The main aim of this company is to invent, reinvent and energies brands and to
strategize sustainable brand value
They have departments like Creative Department who creates the actual ads. There
are copywriters and art directors who mainly work in this department.
Account Service Department is also there. There are account executives who mainly
deal with the clients.
The Company has also Media Buying Department
The last and the most important department is the Production Department.
ABOUT THE COMPANY
These are the list of some reputed advertising agencies in Kolkata that act as
competitors for Cardozone Communico.
Hammer and Highlight
Ogilvy and Mathew
Pamm Adversting Agency
The work that had been assigned by the company is to do a market research
and find out 20 newly launched companies in East Kolkata and to find out the
promotional activities done by them to promote their goods and services. Detail
informations have been collected about all these companies by visiting their offices
and by meeting their Managers.
Datas have been collected on the basis of these following parameters
Specialty: deals with national as well as international clients
Promotion: Through poster only in sector v, ads in newspapers, job portals like
Marketing Strategy: their tagline is their strategy Eco friendly and IT solutions. They
have created friendly atmosphere in their office, no differentiation between seniors and
juniors, don’t put extra pressure
Future Plans : To open new branches in office areas.
Amrit Retail Pvt Ltd :
Specialty: only cotton clothes are available
Promotion: only in internet
Marketing Strategy: they use one type of machine called Cimaseki that gives a look of
sweater on the t-shirts and shirts
Monotel Hotel :
Specialty :109 rooms available, 72 people can have food together at their restaurant
Marketing Strategy: They offer 24 hours coffee (different types of coffee)
complimentary,Complimentary breakfast,Since business hotel - they provide WIFI
Promotion: no ads now. They only recruit people by giving ads in The Telegraph and
Specialty: provide mobile applications
Promotion: local ads, brochures, event at swabhumi for launching of any new product
Marketing Strategy: Try to attract young crowd, give them good positions based on
their interviews, salary parameter is good
Data has been analysed on the basis of these following parameters
From this graph we can
see that 40% are newly
opened restaurants, 15 %
Garment shop, 25 % call
center and software
10 % clinics, 5 % hotels
and 5 % A.C Dealer.
Type of new Companies in
A. C Dealers
From this above graph we can see
30% of the companies promote
their goods and services through
news papers. The reason is that
they find news paper space
cheaper than the other options.
According to them if they put their
advertisement in a reputed
newspaper then that will create a
good image of their company in the
market as well as it will attract
Promotion through different
types of media
From the above graph we can see
that only 5 % of the total
companies have tie ups with
newspapers and 10 % of the total
companies with Zomato. Most of
the companies preferred tie up
with reputed newspaper.
No tie ups
From this graph we can see that
25 % of the total companies were
interested to give advertisements
through Cardozone and 75% were
not interested. The main reason is
that the companies do not want to
spend extra amount for giving ads
through an ad agency. Another
reason is that Cardozone is new in
this advertising industry so they
preferred to give advertisements
through some newspapers or TV
Number of companies
interested in giving Ads
The main objective of this market research was to find out new
companies or organizations in East Kolkata and how they are
promoting their goods and services. After doing the research
informations have been collected about all these new companies
and how they are promoting their company’s goods and services.
It has been found that most of the companies now days give ads
through internet or newspaper whether they want to recruit
people for their companies or whether they want to promote
themselves. Most of them have tie up with job portals or others
like zomato etc.
In order to increase their clients
they can visit various companies
and promote their work
They can create a new website
where they can give their full
details and where they can put
their work profile in details. They
can give the updates of their
They can give advertisements in
newspaper also .So that if anybody
is interested in designing their
Cardozone they can easily contact
Since the time span was short it
was not possible to collect more
Some of the companies were not
willing to give their details.
Some of the informations can be
biased because the companies may
give those selected informations to
create a good image in the market.
It was not always possible to check
whether the informations provided
were accurate or not.