Kumar project (2)

Market Research (Ad & Branding) | 1
ACKNOWLEDGEMENT
Kumar Jyaneshwar Srivastva
AIMT, PGDM (2011-13)
I am thankful to the Management of Accurate Institute of Management & Technology
for Permiting me to do Disertation topic on “Market Research on Advertisement & Branding of
Top market Leaders” providing by my Menter Proff. Harish Kumar.
I have worked on this project with sincearily which was required to fulfil expectation of
my respected Mentor. At the time of research I have faced maximum problem for completing this
Project and waightful results. My mentor has helping me on every confusion stage where need of
great person.
First and fore most, I would like to thank my Project guider Prof. Harish kumar for His
constant encourgement, guidance and advice at every stage of my research. This project would not
have been successfully compeleted without his great support.
I am very much thankful to my college for their exellent guidance, support and
appriciation and he also provided me with this great opportunity to research in such a valuable
based topic.
I express my soncere thanks to My Mentor Prof. Harish Kumar, Accurate Institute of
Management and Technology, Greater Noida (U.P) who Helped me in understanding the project
and the implementation of the same. Him suggetion really helped me think on a Broad Prospective
and give me Motivation to do my best. I would also like to think Accurate Institute of Management
& Technology for helping and supporting me for Improving my academic skills.

DECLARATION
I, Kumar Jyaneshwar Srivastva student of Accurate institute of Management &
Technology, hereby declare that this Dissertation Topic report entitled “The research on Market
research on Advertisement & Branding on top Market leader, Under VI term Examination it is
a course Curriculum, is a Bonafide record of research done by me during the course of PGDM
program and all contents and facts are prepared and presented by me without any biasness.
I also declare that it has not previously formed. That the above-mentioned information is
correct up to best of my knowledge and I bear the responsibility for the correctness of the above-
mentioned particulars.
Date: - ……./…./2012 (Kumar Jyaneshwar Srivastva)
Place: - .………………

ACCRATE INSTTIUTE OF MANAGEMENT &TECHNOLOGY
49, Knowledge Park – III, Greater Noida, (U.P)
DISERTATION TOPIC
Market Research on Advertisement & Branding of top Market leader in auto mobile industries
Certificate
This is to certify that Mr. Kumar Jyaneshwar Srivastva Roll No – AIMTDM1113202
Session 2011 -2013 has worked on Market Research on Advertisement & Branding of top Market
leader, which assigned by me Prof. Harish Kumar. This Project prepared with very sincerity and
applied well develops research skills.
I have checked carefully and above mentioned report are true and correct to the best of my
Knowledge and belief. Also he has applied best effort for completing this report before Date of
submission.
Submitted to Submitted By
Pro, Harish Kumar Kumar Jyaneshwar
AIMTDM1113202 (2011 – 2013)

PREFACE
I want to express my gratitude for the experience and practical knowledge that I gained
during the Research on dissertation topic (Market Research on Advertisement & Branding of Top
Market leaders). It was my first experience when I went to the market not to buy anything but to do
the survey and to Study of Market in Customer Perception which is really performed in making
top Market leaders through Advertisement and Branding. The basic need of this survey is to
Identified the customer preference. And those who are satisfied with every individuals company by
advertisement and Branding also.
For accomplishment of the project report I think about the conditions and views and then
I used to compose the whole thing on computer. In making the project report theoretical knowledge
was needed more than the practical which was given to us by my professors in my institutes. In the
market the experience relating to the practical knowledge was very good which realized me about
the real conditions of the marketing.
The project flows logically consisting of market research in Top market leaders by
researching. I have applied secondary data collection method, created a questionnaire relating to
Advertising & Branding and distributed Between my friends on social site Facebook, gmail, Yahoo
and also collect data from from stage categories in Between 20 years old, 30 to 35 years old and 45
to 55 years old(for getting different test and preferences). It hoped that the findings and the
suggestions will help the company, confidently to formulate its strategy in comparison to its
competitors. I have enjoyed my research and I have learnt lots of new things, which will be helpful
to me during my work in any organization. I think all these selected market leader company in India
are really good informer through Media and also applied branding on the basis of Marketers. Those
who helping to Brand Image Because BRAND IMAGE IS PERCEPTION OF MIND

Table of content
S. No Topic Page. No
1. Executive Summary. 6
2. Objective of Research and Scope 7
3. Introduction of company.
TATA Motors.
Mahindra.
Bajaj.
Maruti Suzuki.
Hyundai.
8
4. About Advertisement of every Individual company. 13
5. About Branding of every Individual company. 19
6. Research Methodology. 22
7. Finding from research methodology. 35
8. Questionnaire making expectation. 37
9. Finding from Questionnaire Report.
Television
News Paper/Magazine
Internet advertisement
Radio
44
10. Financial Performance can build Brand Image. 55
11. Previous Record of net Profit.
Finding financial position of every Individual
57
12. Customer Expectations on advertising and Branding.
Tata Motors ad
Mahindra & Mahindra ad
Bajaj Automobile ad
Maruti Suzuki ad
Hyundai ad
59
13. Advertisement can affected
Sale ratio.
61
14. Sale figure of every individual 63
15. Project Conclusion with SWOT Analysis 64
16. Suggestion. 66
17. Summary. 67
18. Bibliography. 68

Ch – 1. Executive Summaries
In this Project, I have use no of Research Technique from Research Methodology
these Strategies has more Helpful for my Completing this dissertation topic. I have applied primary
data resources whose need to Identifying the customer belief and opinion about Advertising &
Branding also.
If we talk about secondary data then I have create questionnaire and distributed in
every individual Person who know me from Gmail, face book and LinkedIn and collected data from
total no of people one hundred ten for getting questionnaire feedback from three age of stages 15-30
years, 30-40years and 50 years for getting different test and preferences from these five companies
through effect of Advertisement & Branding.
I have found competitor of every individual rating and comparison simultaneous them
and also I have gone to financial aspect for getting stock Market information of every individual
because Branding is also depend on share price, This information collecting from
www.moneycontrol.com.
Mainly have taken Information from transportation activities of every individuals
company to across India and nation of row material and final goods from manufactured place.
Finally I would like to put my opinion about this Dissertation report it will be more
helpful when a person want to invest money in the nature of share so that time they can help as per
this report will show which company will be better for according to you.
THANK YOU

Ch – 2. Objective of Research and Scope
Objective
Not only is there a need for scientific reflection Market Research on advertising &
Branding of Top Market leader from the perspective of Communication and Media Studies, but
there is also such a need from the perspective of advertising itself, which is evermore under the
pressure of professionalization in regard of higher requirements in the creative industries‘ work
sphere. Identification of Customer Perception of These collaborations range from aspects of
strategic communication, media economy, media effects, environmental communication,
communication history, communication policy, regulation and law, digital culture and
communication to aspects of advertising and gender, advertising and social interaction and not at
least to aspects of the relation between advertising and other institutionalized and professionalized
forms of communication like journalism and public relations.
Scope
With the Help of Primary Data and also secondary Data Information through questionnaire given
by Individual person those who are really belief in these five Market leader company it can be help
of every person on the basis of these follow:-
(1) Financial Investment.
(2) Identifying consumer test and preference.
(3) Making Plan to built Advertisement for own product.
(4) In case of brand Matter can this RESEARCH give more Information
For built up Brand Image of own Company.

(5)And data analysis of Media also will help to students.
Ch – 3. Introduction of company
TATA Motors
Tata Motors Limited (formerly TELCO) is an Indian multinational automotive
manufacturing company headquartered in Mumbai, Maharashtra, India and a subsidiary of the Tata
Group. Its products include passenger cars, trucks, vans, coaches, buses and military vehicles. It is
the world's eighteenth-largest motor vehicle manufacturing company, fourth-largest truck
manufacturer and second-largest bus manufacturer by volume.
Tata Motors is listed on the Bombay Stock Exchange, where it is a constituent of the BSE
SENSEX index, the National Stock Exchange of India and the New York Stock Exchange. Tata
Motors is ranked 314th in the 2012 Fortune Global 500 ranking of the world's biggest corporations
Hot Product of Tata Motors
 The second-generation Tata Indica; one of the best selling cars in the history of the Indian
automobile industry.
 Tata Nano, the world's most inexpensive car.
Advertisement Status
Advertising is the promotion of a product or service and is extremely pervasive in contemporary
society. To maximize sales, companies will pay a premium for wide exposure through the mass
media. Advertising space is common, but not restricted to these realms; billboards, public
transportation, movies (Product placement), schools, clothing, even bathroom stalls carry ads and
the industry are constantly finding new ways to advertise. And this strategies is also applied for
advertisement and Branding also.

Most Competitors Targeting the middle class consumers, India's second largest bike maker Bajaj
Auto is about to introduce its first four-wheeler in the Indian market. Named RE 60, RE 60 coming
soon and alto 800 cost is High.
Mahindra
Mahindra & Mahindra Limited (M&M) is an
Indian multinational automobile manufacturing corporation headquartered in Mumbai,
Maharashtra, India. It is one of the largest vehicle manufacturers by production in the Republic of
India. It is a part of Mahindra Group, an Indian conglomerate. The company was founded in 1945
in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik
Ghulam Mohammed. After India gained independence and Pakistan was formed, Mohammed
emigrated to Pakistan. The company changed its name to Mahindra & Mahindra in 1948. It is
ranked 21 in the list of top companies of India in Fortune India 500 in 2011.
Major competitors in the Indian market include Maruti Motors (a 60% owned subsidiary of Suzuki
Motors from Japan), Tata Motors (fully owned by Tata Sons; Owner of Indian-British Jaguar Land
Rover), Toyota, Mercedes-Benz (Merc) (Based in Poona, Maharastra in India; A subsidiary
of Daimler AG from Germany) and others.
Mahindra produces a wide range of vehicles including MUVs, LCVs and three
wheelers. It manufactures over 20 models of cars including larger, arguably more modernised
multi-utility vehicles like the Scorpio and the Bolero. It formerly had a joint venture
with Ford called Ford India Private Limited to build passenger cars.
Mahindra & Mahindra, branded on its products usually as 'Mahindra', produces
SUVs, saloon cars, pickups, commercial vehicles, and two wheeled motorcycles and tractors. It
owns assembly plants in Mainland China (PRC) and the United Kingdom, and has three assembly

plants in the United States. Mahindra maintains business relations with foreign companies
likeRenault SA, France and Navistar International, USA.
Bajaj
The company has changed its image from a scooter manufacturer to a two-wheeler
manufacturer. Its product range encompasses scooterettes, scooters and motorcycles. Its growth has
come in the last four years after successful introduction of models in the motorcycle segment.
The company is headed by Rahul Bajaj who is worth around US$3.4 billion.
Bajaj Auto came into existence on 29 November 1945 as M/s Bachraj Trading
Corporation Private Limited. It started off by selling imported two- and three-wheelers in India. In
1959, it obtained a license from the government of India to manufacture two- and three-wheelers
and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it sold 100,000
vehicles in a financial year. In 1985, it started producing at Waluj near Aurangabad. In 1986, it sold
500,000 vehicles in a financial year. In 1995, it rolled out its ten millionth vehicle and produced and
sold one million vehicles in a year.
According to the authors of Globality: Competing with Everyone from Everywhere for Everything,
Bajaj has operations in 50 countries by creating a line of bikes targeted to the preferences of entry-
level buyers.
In 2010, Bajaj Auto announced cooperation with Renault and Nissan Motor to
develop a US$ 2,500 car, aiming at a fuel-efficiency of 30 kilometres per litre (85 mpg-imp; 71 mpg-
US) (3.3 L/100 km), or twice an average small car, and carbon dioxide emissions of 100 g/km. On 3
January 2012, Bajaj auto unveiled the Bajaj RE60, a mini car for intra-city urban transportation.

The target customer group will be Bajaj's three-wheeler customers. According to managing director
Rajiv Bajaj, the RE60 powered by a new 200 cc rear mounted petrol engine will have a top speed of
70 kilometres per hour (43 mph), a mileage of 35 kilometres per litre (99 mpg-imp; 82 mpg-US).
Maruti Suzuki
Maruti Suzuki India Limited ( i suzuki/), commonly referred to
as Maruti and formerly known as Maruti Udyog Limited, is an automobile manufacturer in
India. It is a subsidiary of Japanese automobile and motorcycle manufacturer Suzuki. As of
November 2012, it had a market share of 37% of the Indian passenger car market. Maruti Suzuki
manufactures and sells a complete range of cars from the entry level 800, Esteem andAlto, to
hatchback Ritz, A-Star, Swift, Wagon R, Zen and sedans DZire, Kizashi and SX4, in the 'C'
segment Eeco, Omni, Multi Purpose vehicle Suzuki Ertiga and Sports Utility vehicle Grand Vitara.
The company's headquarters are on Nelson Mandela Road, New Delhi. In February 2012, the
company sold its ten millionth vehicle in India.
Maruti Suzuki has two manufacturing facilities in India. Both manufacturing facilities
have a combined production capacity of 14,50,000 vehicles annually. During a recent meeting of
the Gujarat chief minister with Suzuki Motor Corp chairman & CEO Osamu Suzuki,the Chairman
had said that the work on car manufacturing plant at Mandal near Ahmedabad would be started
soon. Maruti Suzuki to set up second plant in Gujarat; acquires 600 acres.
Service is a major revenue generator of the company. Most of the service stations are
managed on franchise basis, where Maruti Suzuki trains the local staff. Other automobile
companies have not been able to match this benchmark set by Maruti Suzuki. The Express Service
stations help many stranded vehicles on the highways by sending across their repair man to the

vehicle. As of 31 March 2011 Maruti Suzuki has 933 dealerships across 666 towns and cities in
all states and union territories of India. It has 2,946 service stations (inclusive of dealer workshops
and Maruti Authorised Service Stations) in 1,395 towns and cities throughout India. It has 30
Express Service Stations on 30 National Highways across 1,314 cities in India.
Hyundai
By the mid-1990s Hyundai comprised over 60 subsidiary companies and was active in
a diverse range of activities including automobile manufacturing, construction, chemicals,
electronics, financial services, heavy industry and shipbuilding. In the same period it had total
annual revenues of around US$90 billion and over 200,000 employees.
Hyundai branded vehicles are manufactured by Hyundai Motor Company, which along
with Kia comprises the Hyundai Kia Automotive Group. Headquartered in Seoul, South Korea,
Hyundai operates the world's largest integrated automobile manufacturing facility[12]
in Ulsan,
which is capable of producing 1.6 million units annually. The company employs about 75,000
people around the world. Hyundai vehicles are sold in 193 countries through some
6,000 dealerships and showrooms worldwide. In 2010, Hyundai sold over 1.7 million vehicles
worldwide. Popular models include the Sonatamidsize sedan and Elantra compact.
Hyundai and its subsidiaries created a variety of initiatives in the social sphere, initially
in South Korea and then internationally as the company expanded. The Asan Foundation,
established byChung Ju-yung in 1977 with 50 percent of the stock of Hyundai Construction,
subsidizes medical services in Korea primarily through the Asan Medical Center and six other
hospitals. The foundation has sponsored conferences on Eastern ethics and funded academic
research into traditional Korean culture. In 1991, it established the annual Filial Piety Award.

It is making India the global manufacturing base for small cars. Hyundai sells several
models in India, the most popular being the Santro Xing, i10 and the i20. Other models
include Getz Prime, Accent, Terracan,Elantra, second generation Verna, Tucson, Santa Fe and
the Sonata Transform. Hyundai has two manufacturing plants in India located.
Ch – 4. Advertising Research of every individual
Tata Motors
Advertising is one of the most important and most expensive marketing functions,
but a large share of advertising dollars is wasted every year. Seldom is the foundational strategy of
the advertising optimal. Rarely are all of the communication issues fully understood. Rarely are ads
and commercials adequately tested before they are ―aired.‖ Because of the great strategic potential
of good advertising, Decision Analyst has devoted more than three decades of research and
experimentation to develop the following advertising services.

The "Abby" awards of the Advertising Club of Bombay and the "AAAI" awards of the
Advertising Agencies Association of India are the two most cherished awards for creative
excellence in the field of advertising in India. The Tata Indigo TV commercial won a Bronze in the
category "Automobiles, Two-wheelers, Automotive Products" at the 2002 AAAI awards announced
on March 6th. No Gold was awarded in the TV category and the Silver winner was a two-wheeler
advertisement of TVS Scooty. The Tata Sumo print advertisement won a joint Silver in the "single
press" category of the Abby Awards announced on March 16th, along with Kawasaki Bajaj
Eliminator Motorcycle. There was no Gold awarded. No other car company featured in these
awards too - neither in this category nor in the "single film" or "campaign" category. Tata
Engineering is the only automobile company to feature regularly in these awards in the last few
Mahindra & Mahindra
Please stop using such elaborate full page ads on TOI in the name of advertising. It‘s
a fad, and it isn‘t really going to work, and is a serious wastage of paper. In theory, Mahindra &
Mahindra sold 33,378 cars in February 2011 and 31,967 cars in February 2010.
You chose to keep the Logan going but a lot of people have lost confidence in the vehicle but who
knows it may work for you. It‘s the only sedan you have, so, really work on it.
The Mahindra Xylo has the worst advertisement content. Not too many people in India have
freelance jobs like Atul Kasbekar and need a MUV. The long legged ladies would any day prefer a
suave sedan and not an MUV. If it‘s a CRV, then yes because it looks great. Women love beautiful
things, and the Mahindra Xylo isn‘t very attractive. The men mostly need a car to get to work so
this MUV doesn‘t cater to everyone. Award of Mahindra for Best advertisement performer.

For some reason, I‘ve always seen political flags stick out from a Mahindra Scorpio,
when driving on national highways. As such, I‘m very fearful of them and believe that they are
attractive to certain quarters, and socio-economic segments. It‘s also used as a rally car but I‘m not
rallying. The Bolero is just biggish, and really looks like a big rectangular box on wheels. Of
course, it‘s been spotted ferrying people through because it‘s huge, so, even if not an official taxi
cab, it does get people to places especially when they aren‘t in the middle of a big city.
Bajaj Automobile
The basic variables of a brand's advertising are positioning, messages, and images.
Once the basic variables of effective advertising for a brand are identified (based on qualitative
research and/or innovation services), those variables are used for CopyOpt™, Decision Analyst's
Advertising Optimization system. This is achieved by presenting target-audience consumers with
choice-modeling experiments. Different positionings, messages, themes, illustrations, imagery,
music, etc., can represent thousands of possible ads.

Platina will augment their existing CT100 and the Discover112 in the 100cc segment
and Bajaj are optimistic of grabbing 50 per cent market share in this segment too, which will boost
up their stake to the 35-40 per cent in the motorcycle market.
'Jhalak Dikhlaja' (Show me a Glimpse) from the popular Hindi song is the theme of
the campaign for this bike. The campaign will be mainly through TV as per a BAL Sr. Mgr-
Marketing executive.
In the current Market scenario Bajaj automobile no -1 two wheelers vehicles provider in India
and cross the India now Bajaj have announced launched 4 wheeler car at least lowest price for
middle family those who are not capable to Buy higher car with comparison to TATA NANO.
Maruti Suzuki
Maruti Suzuki‘s latest corporate brand campaign ‗Rishton mein hum jeete hain’,
created by Publicis Capital, pays tribute to the joy of celebrating the many colourful festivals of
India, with loved ones. The TVC went on air on 16 November 2012, and will run until mid-January
next year. The film underlines that cars from Maruti Suzuki are an intrinsic part of the lives of
Indians from different parts of the country, by showcasing different models with the backdrop
provided by a different Indian festival for each.

The film begins with a couple surprising their daughter with an Alto as a gift for Eid.
The film then moves on to a crowded street with people celebrating the festival of Ganesh Chaturthi
- a family in a Dzire with a Ganpati idol capture the spirit of this festival. Likewise, different
festivals such as Diwali, Durga Pooja, Holi and Christmas are shown with families celebrating with
their respective Maruti Suzuki cars. The TVC ends with the voice over saying, ―Maruti Suzuki: For
a festival called life.‖
Hemant Misra, chief executive officer, Publicis Capital, said, ―The Maruti Suzuki
corporate brand has very powerful equity in the consumer‘s mind, with far more influence on the
purchase of an individual car brand than the marques of other widely sold cars in India. The agency
was tasked with executing a commercial that would underline the leadership of the Maruti Suzuki
brand based on its biggest differentiator: the deep relationship that existed with the Indian car
buyer, based on the immense trust and goodwill earned over decades of delivering quality and
service.‖
Parshu Narayanan, managing partner and creative head, Publicis Capital, added, ―The
brief is grounded in the emotional benefit we deliver. For millions of families across India, bringing
home a Maruti Suzuki has been a celebration, a drive into a better day, a better way of life. As an
intrinsic part of life, our brand finds natural place with the Indian families in their most joyous
celebrations of life and relationships, the festivals of India. The commercial is thus conceived as a
tribute to the universal joy and happiness of our colourful festivals.‖
First advertiser from India to be awarded for the digital campaign 'Sports Sponsorship goes
mobile' by Global Mobile Marketing Association Asia Pacific and the Global Awards

Received Gold at the Indian Documentary Producers Association (IDPA) for the best edited
television commercial for theSX4 'After You' advertisement
Won Bronze in the Internationalist Awards for Innovative Digital Marketing Solutions for the
K-serial campaign on Ibibo.com
Corporate Campaign "Kitna Deti Hai"
a. rated amongst the best campaigns of 2010 by CNBC-TV18's programme on Advertising &
Marketing.
Hyundai
Mullen produced a barrage of 26 videos -- a mix of ad concepts, "brand essence"
videos, campaign outlines and overviews. One was a manifesto called "It's Time to Stop
Wandering," a reference to Acura's marketing inconsistency since its 1986 launch.

To boost the wow factor, Mullen rolled out a blockbuster 4-by-8-foot diorama of a
proposed commercial shoot. It had moving parts that included an automated point-of-view camera
that moved among the cars to show how a commercial would be shot.
Honda marketers were impressed by the level of automotive experience among the
agency's executives -- President Alex Leikikh was on the BMW account at Fallon; Creative Chief
Mark Wenneker has worked on Saturn, Hyundai and Saab; Chief Strategy Officer Kristen Cavallo
helped create VW's "Drivers Wanted" campaign at Arnold and was at Mullen when it had the
BMW account in the 1990s. Also on staff are several ex-Modernista creatives who worked on
Cadillac and Hummer, and some Arnold/VW veterans.
Mullen pushed hard for the Honda business, making separate pitches, even using
separate conference rooms to represent each brand. In the end, though, RPA showed "an improved
consistency of message" that got the nod.
Publicis Groupe's MediaVest won media duties on both brands. Mr. Accavitti said the
company will now "redirect any savings associated with this agency structure back into the
marketplace" but change up its mix. "There was a heavily TV-centric marketing focus in this place
when I got here. So we started to increase the amount of funds spent in digital. That will continue."
He specifically pointed to Acura. "Acura's been very TV-centric and that's not necessarily where we
want to be with a luxury brand," he said. "If you look at the current launch with RLX luxury sedan,
you'll see that the percentage spent on TV is less than 40%."
Ch – 5. About Branding of every individual
What is Branding how to help in Product performance?
Brand promotion methods through advertising and PR are not same things. If you wish
brand promotion through PR you must not replace it by advertising. Advertising and marketing are

so closely connected with each other in managers‘ minds that many of them cannot imagine brand
introduction without ad campaign. In spite of this we recommend to introduce new brands through
PR technologies. Introduction of a new brand through PR contains 8 steps:
Step 1- Enemy
Step 2- Information leak
Step 3- Scales growth
Step 4- Attraction of allies
Step 5- Progressive development
Step 6- Product improvement
Step 7- Reasonable message to the clients
Step 8- Coherent ―flawless‖ start
And every Individual Motors company applies this thing To promoting the own product, as per
Considering these company If take Pulsar of Bajaj Automobile company then we easy to get back
Result pulsar is selling on the basis of company name only selling in market on product perform,
Branding of Tata Motors - Enemy
Indian manufacturers Tata Motors have quite the history under their belt, starting with
the company's foundation in 1945 as a locomotive producer. Tata Motors is just one part of the
business group Tata, formerly known as TELCO (Tata Engineering and Locomotive Company),
which also has several other ventures, including a steel making plant and even a tea producing
company. The Indica won people over with it's low fuel consumption and powerful engine. It was
so successful that Rover began selling it in the UK under the name of CityRover. The second
generation of Indica, the V2, was even more successful.
Indica's major success gave Tata Motors the financial power to take over Daewoo Motors in 2004,

in a effort to take their brand more international exposure. Other surprising acquisitions by the Tata
Group include Jaguar and Land Rover as of March 26th, 2008 for a net 2 billion US dollars. Lately,
Tata has made known its aggressiveness when it comes to gaining exposure and acquiring new
brands. It is necessary to identify ―enemy‖ to create successful brands. This may be a competitor
brand, company or product category that may prevent success of your brand. Hence if you sell
Maruti ALTO, TATA NANO is your enemy. If you sell Indica, I10’s is your enemy, etc.
Identification of enemy will help you to develop reasonable strategy. Confrontation creates novelty
as usual. Existence of a rival increases brand potential in terms of PR. In case of advertisements
the situation is different. Clients are displeased when you name your competitors and attack them in
ad texts. In certain cases this is prohibited by law. Such an action is allowed for mass media, but not
an advertiser.
Mahindra Automobile - Scales growth
PR campaign is slower than Ad campaign. That‘s why PR campaign begins several
months before the product is introduced publicly. While ad campaign begins with ―explosion‖ and
frequent commercial breaks. The audience often ignores ad information. Hence the campaign
should be relevant, innovative and impressive. We can comparison of TATA Truck and Mahindra
Truck here this here this Automobile also applied this strategis
Bajaj Automobiles -Information leak
PR campaign usually begins with information leak. Certain information is given to
influential Journalists or reporters. In such circumstances the main target is news booklet or

internet site. In case of ad campaign commercial starts after official presentation of the product.
Though the product itself is kept in secret before official presentation. And this strategis is also
Applying by Bajaj you just think before 2 year ago at the time of avengers lounching.
Maruti Suzuki- Attraction of allies
You can attract allies not to act alone. Slow development of PR process will provide
enough time to gain support. Who may become your allies? There is a popular phrase: ―my
enemy‘s enemy is my friend.‖ It is difficult to attract allies through ad campaign because of two
factors- time and money. If you introduce your brand through ―noisy explosion‖ you will have no
time to gain support. Besides the problems often occur due to financial confrontation. Rules of
Maruti Suzuki to always maintain time and situation with necessary exist in market.
Hyundai Automobiles - Product improvement
If you begin PR campaign prior to the introduction of your product you will have sufficient
time to improve it. This is significant advantage. If ad campaign is already launched the producer is
directly connected with advertised product and its features. The time for improvement or change is
not enough in this case.
After this Branding of every Individual company I am getting the results of Making a
Brand not By name Provide better facility to the customer or consumer then easy to built brand
name in the consumer mind because it is perception of higher window where looking customer for
better judgment of buying behavior.
Ch – 6. Research Methodology of Advertising
TATA Motors
Marketing strategies of TATA motors is one of the most successful marketing
strategies in automobile industry. By looking at the SWOT analysis of Tata Motors, you will know

why Tata Motors Company is able to produce more than 4 million different types of vehicles such
asc a r s, trucks, commercial vehicles, 4×4…etc since the company began in 1945. Meanwhile, Tata
Motors Limited has also become the largest automobile producer in India market. Marketing
strategies of Tata motors What makes the marketing strategy so successful?
1.Product,Branding,andAdvertising.
Every business started from 0, from no one knows it until everyone know it.
Advertising is one of the most common ways to make car buyer or car enthusiast aware of the new
car with special promotion price. Another more important way of advertising is to create an image
or brand image. Take BMW Z3 for example, it was introduced in 1996 and shortly the car has been
used in the famous James Bond movie. This is similar to Nissan 350 Fairlady Z in the recent 2007
Fast and the Furious 3 – Tokyo Drift. Over the years Tata Motors have been successful in creating
their brand image especially they use some famous stars as their spokesman. Other important
marketing strategies are such as the packaging, innovations, and quality control. Tata Motors
provide many innovative features to attract car lover. One of these innovations is the Tata Safari
4X4Dicor that has ―Reverse Guide System‖. A weather- proofs camera is fixed to the rear car to
help the driver while reversing the car.
2. Pricing Strategy
There are various factors to determine a price of a car. These factors are such as market condition (it
can‘t be too low or too high with the prices of same vehicle from competitors, it has to be at par),
cost incurred to build a car, profit by company, dealer profit.
Advertising Strategies

―The rural consumer is discerning and the rural market is vibrant. At the current rate
of growth, it will soon out strip the urban market. The rural market is not sleeping any longer. We
are.‖ So sad Mr. Adi Gogrej of Godrej industries.This makes it clear that the importance of rural
market at present competition is to capture market share and consumer loyalty.India is shining then!
India is Unique in many ways. A population that is large, heterogeneous, largely English speaking
and a cultural heritage that runs back to thousands of years. India is young. India is vibrant. The
major segmentation of mass population is located in rural area. So, the market potential is large in
number. So we can expect the market strength in rural area. Now, the educational Institutions are
also concentrating on rural marketing and doing market research in rural places. Rural markets are
rapidly growing in India but have often been ignored by marketers. Most of them are remote-fully
ignorant due to the reason of diversification of products produced thereby slitting into disposable
income. Also this strategies applied all company which I have selected in this dissertation topic At
this time maximum automobile company try to communicate through this advertising strategies as
like.
Print Media
Electronic Media
Hypothesis in this Research
It means using News Paper,
Pamphlate, Broucher, and also
contact with directly consumer.
News Chhanels, add on TV,
Internet (Facebook, Google)
FM radio, faision show

“Hypotheses are single tentative guesses, good hunches – assumed for use in
devising theory or planning experiments intended to be given a direct experimental
test when possible”.
Hypothesis testing is a four-step procedure:
1. Stating the hypothesis (Null or Alternative).
2. Setting the criteria for a decision.
3. Collecting data.
4. Evaluate the Null hypothesis.
I have taken research Idea from this which was possible to reached at final decision which
company is really provide better information through Advertisment so I have using secondary Data
procedure and stating the hypothesis only by alternative . which I have explain in this below
observation for every Individual company which I have selected.
Tata Motors
Tata Motors is committed to attain leadership through business excellence in the car sector while
upholding values and integrity to improve the quality of life of the communities Tata Motors serves
(Hanno, Christian, 2009). Meeting the highest quality standards and customers‟ needs in India,
Tata Motors Company offers high quality automobiles. Their aim in developing their products is to
be Indian leaders in value and satisfaction. Quality has been an elusive concept in automotive
industry. It is the totality of features and characteristics of a product or service that bears on its
ability to satisfy given needs (Winder, 1996 and Chavan, 2003). If a product fulfils the customer‟ s
expectations, the customer will be pleased and consider that the product is of acceptable or even

high quality. While studies on the way in which quality affects customer satisfaction have been
going for more than two decades, most of the research on how quality affect satisfaction and loyalty
in the past has focused largely in pure product (e.g. Garvin 1988, Gronroos 1983, Steenkamp 1990)
or pure service settings (e.g. Brady and Cronin 2001,Oliver 1997, Parasuraman et al. 1985). Some
of Product quality Criteria in automotive industry includes:
Safety , Comfortable and air pollution
Ergonomics Requirements (Working distance, Clearance ,Weight)
Product design
Functional qualities, such as output or kilometer per liter (VVC, 2007; UNIDO, 2006;
Wilhelm, 1993 and Falck et al, 2010)
Tata Motors Limited is India's largest automobile company, with consolidated revenues of USD 20
billion in 2009-10. It is the leader in commercial vehicles in each segment, and among the top three
in passenger vehicles with winning products in the compact, midsize car and utility vehicle
segments. The company's manufacturing base in India is spread across Jamshedpur, Pune,
Lucknow, Pantnagar and Dharwad.
CONSUMER RESPONSE TO ADVERTISING
Preferred Media For Ads Recent surveys by CrossView (www.crossview.com), Harris Interactive
(www.harrisinteractive.com), and olex (www.olex.com)have provided insight into consumer
preferences for advertising media, as follows: CrossView found shoppers‘ preference for retail
promotion delivery as follows:
• Email: 37%
• Mailer: 23%

• Text message: 18%
• In-store: 11%
• Social media: 9%
• Other: 3%
I have found that consumers, by age, find the following most helpful when hunting for bargains:
18-to-34 35-to-44 45-to-55 55 & older Total
• Newspaper/magazine ads: 15% 16% 24% 33%
• Online ads: 22% 26% 17% 12%
• Direct mail/catalogs: 15% 13% 14% 10%
• TV commercials: 17% 12% 8% 7%
• Radio ads: 2% 3% 1% 1%
• All media viewed equally: 31% 31% 36% 36%
I have collecting data from research methodology which types of age limiter are really convincing
from add and then see this add after they are agree to buy this product.
Mahindra Automobile

Mahindra and Mahindra launched a two-minute film
two months ago on the digital platform to showcase its
portfolio of utility vehicles. Mahindra has now launched
a one-minute version of the film for television. Campaign
India caught up with Vivek Nayer, chief marketing officer,
automotive division, Mahindra & Mahindra, to learn more about the campaign created by Interface
Communications
Mahindra launched it online about two months ago. We got a terrific response to that, but what we
launched online was a longer duration ad (two minute film). For television, we have launched a one
minute film. We just thought that the two-minute film was expensive to put on TV. We have a very
high reach on the digital platform, with more than seven million fans on Facebook and get excellent
response to our videos on YouTube. We have been using YouTube as a platform extensively. We
thought it was a big film and using our digital reach first would be a better idea followed by a
phased launch on TV.
Ad Awareness While Multitasking
According to a survey by using Research mathodology, online consumers report using a computer
42% of the time they watch TV. Their responsiveness to ads when multitasking is as follows:
Men & Women
Age 18-35 Age 35-54 Age 18-35 Age 35-54
• Pay more attention to TV ads: 28% 19% 19% 21%
• Pay more attention to online ads: 15% 8% 11% 9%
• Pay attention to both equally: 24% 25% 19% 20%
• Don‘t pay attention to either: 32% 48% 52% 50%
‘It’s the Mahindra DNA that’s shown in the ad’
Bajaj Automobile

The Asian Marketing Effectiveness (AME)
Festival, is the region’s must-attend effectiveness
event, attracting senior marketers, heads of
agencies, brand pioneers, consumer and customer
insight professionals and media owners. During
the two-day festival, delegates will have
opportunities to learn and be inspired by the
greatest minds in the field, see showcases of the
best in marketing effectiveness, and honour the
winning work at the AME Awards ceremony. This
year’s theme of ‘unpacking effectiveness’ will set
about to examine what effectiveness means in the
modern day marketing environment.
The Asian Marketing Effectiveness Awards, now
in their 9th year, are designed to celebrate the
outstanding collaborative efforts of client
marketers and agencies. The Awards have come to
be recognised as the region’s most rigorous
effectiveness competition. Awards were
distributed for 16 sections under various titles.
Among that, there was one section called ‘Best
Sustained Success’ in which the winner was
Pulsar bike’s ad created by Ogilvy & Mather.
Ad Awareness While Multitasking
In this add showing stolen Behavior But customer satisfied with this Bycke add , online
consumers report using a computer 42% of the time they watch TV. Their
Responsiveness to ads when multitasking is as follows:
Men Women
Age 18-35 Age 35-54 Age 18-35 Age 35-54
• Pay more attention to TV ads: 28% 19% 19% 21%
Strategy: Realising the brand had a
technology disadvantage against Honda and
Yamaha, and that those brands were
synonymous with racing, Pulsar decided to

create a measure for performance that was
beyond racing and that connoted
performance. By focusing on its uniquely
strong attribute of ‗handling‘, Pulsar turned to
bike stunting to prove the bike‘s taut
handling, quick throttle response, rugged
build, and manoeuvrability. Through its
advertising from 2005 to 2010, the brand used
stunting to show its superiority over its
Japanese competitors, including a famous
2008 TVC that featured a ballet of bikes. In
2009, Pulsar created Pulsar MTV Stunt
Mania, India‘s first bike stunt reality show,
which ultimately replaced conventional
advertising in Bajaj Auto‘s marketing plan. In
2011, Pulsar became the official sponsor of
India‘s first professional stunt riding team,
Ghost Ryderz.
Men Women
Age 18-35 Age 35-54 Age 18-35 Age 35-54
• Pay more attention to TV ads: 46% 20 % 19% 21%
Creting a Sexual campaign with this add and Bajaj catch this weakness of new generation by
impressing girl we can see bellow.

People all over the world are seeing so much female flesh in advertising, everything from penis
enlargement to automobile tires, that they are becoming almost immune to the shock value
(Anonymous, 2009). Male body parts are now flashing across the media to advertise some of those
same products, creating a somewhat newer sense of shock. Sister Nambia, a periodical in South
Africa, actually presents a yearly Green Ball Holder Award to the sexist advertisement voted most
pernicious of all (Anonymous, 2009). Several well-known clothing manufacturers of men's wear
advertise by having nude or nearly nude male models. This seems a bit like an oxymoron. How
does having a nude model make a person want to buy clothes? However, the companies are making
excellent profits, so it appears that sex does sell. Whereas men are stimulated by the immediate
physical sexuality in the ads, women seem to be more stimulated by the sexuality for the romantic
aspect of it. Men want to get the women. Women want the sexuality for the promise of the future.
Research has shown that both sexes are almost equally aroused by the nudity exhibited in these
advertisements (Blair et al.).
Maruti Suzuki

Cars have always been an extension to one‘s personality. Any individual when decides
to buy a car always thinks which car will best match his/her own personality. These days‘ cars
manufacturers have aided consumer‘s decisions by creating brand personality of cars. Each car has
something to say and something to offer to the consumer. This is done by way of advertisements,
features, designs and even celebrity endorsements. Maruti Udyog Limited is the premier car
company in India. To understand the Consumers association of present brands with personality
traits- with major focus on Maruti, we tried to analyze the factors that affect the brand personality
of Maruti which were, Reliable, Ruggedness, Safety, Sophistication and Value for money. We have
done an exclusive research of Maruti with respect to the other prevailing automobile brands in the
market as our major focus of study is to understand the brand personality of Maruti in the
automobile sector. From this research we got a clear understanding about the brand personality and
consumer‘s perception of the brand Maruti.
REVIEW OF LITERATURE
Brand personality is an attractive and appealing concept in marketing today. Are you what you
drive? That is what are companies seem to be asking and in the same breath trying to convince you
about. Car is the extension of the personality and advertising shows the consumer to be youthful,
image-conscious and even bit a macho. The importance of brand image has risen sharply in the last
few years.
Digital Content

Custom publishing is being transformed by digital or electronic content to the extent that the field is
being referred to by some as ‗custom content‘ or ‗custom marketing.‘According to Eric Schneider,
CEO of Redwood Custom Communications custom publishers‘ niche is content, regardless of
medium.The transformation to digital media in custom publishing is not dissimilar from that in
traditional media, where companies that have a magazine heritage are rapidly evolvinginto multiple
platforms.The flexibility of digital distribution has expanded the formats of custom content to
include email newsletters, e-zines, mobile content, branded video, podcasts, virtualevents, and
more.
Advertising Spending By Medium
By medium, advertising spending in 2010 and projected spending in 2013 are as follows:
• Newspapers: $ 92.8 billion $ 91.3 billion
• Magazines: $ 43.2 billion $ 42.9 billion
• Television: $184.9 billion $207.1 billion
• Radio: $ 32.9 billion $ 35.1 billion
• Cinema: $ 2.4 billion $ 2.7 billion
• Outdoor: $ 31.5 billion $ 35.1 billion
• Internet: $ 72.5 billion $ 96.4 billion
• Total: $460.3 billion $510.6 billion
Note: The totals are lower than the totals in section 27.1 because that data includes ad
spending for a few countries for which spend is not itemized by medium in the MARUTI SUZKI
ADDVERTISMENT REALLY BY DALLY BASIS.
Hyundai Automobile

With a lot of launch activity, you tend to have a good budget level," said James Vurpillat,
global marketing director of Cadillac, who noted sales are up 32% so far this year. At the show,
Cadillac unveiled a sleeker CTS sedan that will take aim at luxury-car-rival BMW. But Caddy's
advertising focus for this year will remain on the recently launched XTS and ATS models.
GM's luxury unit has launched an agency review for its creative business that is expected
to wrap up this spring. Agencies from Interpublic Group of Cos., Omnicom Group and Publicis
Groupe are all vying for the business. Cadillac, a plum account spending roughly $250 million a
year in the U.S., currently uses Fallon for creative and Carat for media duties.
Similarly, Kevin Mayer, VP-marketing for Volkswagen of America, said he's eyeing a bigger ad
outlay as consumers finally sell or trade in their old vehicles in favor of new ones. Mr. Mayer raved
about the work of his ad agency, Deutsch, L.A.
Steve Shannon, VP-marketing for Hyundai Motor America, said he's already thinking about
advertising on Fox Sports's telecast of Super Bowl XLVIII from MetLife Stadium in New
Jersey.Hyundai works with Innocean in Huntington Beach, Calif.
I have still got a little homework to do," said Mr. Shannon about advertising on the big game. "But
odds are we'd love to come back."
After a big start to the year in January and February, auto sales will remain strong in March,
according to a J.D. Power forecast. Dealers are getting higher prices, too. The average new-vehicle
transaction price is $28,504, up 3% in March 2013 compared to the same month in 2012, said J.D.
Power.

Priced considerably higher than that was the hottest car at the event: GM's 2014 Corvette Stingray.
Chevy then surprised attendees by unveiling an ultra-fast new Z/28 Camaro that GM president
Mark Reuss described as a "street-legal track car."
Online and Social Media Promotions
According to a February 2011 report by MerchantCircle (www.merchantcircle.com), local small
businesses use the following social media and other websites to promote
their business:
• Facebook: 70.3%
• Google: 66.2%
• LinkedIn: 58.2%
• Google Places: 51.4%
• Yahoo!: 49.2%
• Yahoo! Local: 45.0%
• Twitter: 39.8%
• Citysearch: 39.7%
• YellowBook.com: 39.3%
• SuperPages.com: 33.3%
• Bing: 33.2%
• Yelp: 32.2%
• Facebook Places: 32.2%
• YouTube: 26.8%

Ch – 7 Finding Research Methodology of Advertising
“The better media companies understand the relationship between lifestyle and
media consumption, the more efficient and effective will be their marketing efforts
and the more profound their ability to compete in a world where media consumers
are in constant motion.”
Report by using online testing how to attract people for buying car.
Auto is investing heavily in social media to influence the buying decision- Europe is leading the
way it seems. 32% of people buying a car in Europe will seek advice from their friends on social
media. The Show showcased some of the investment there.
Advertising using powerful media to control peoples' choices. I also have power, the power to
choose, the power to think for ourselves, and the power to influence others. How i use that power is
central to the creation of good and healthy society. If i allow others to control us without
employing our power, i give up too much. If i allow others to misuse their power in our society i
allow them to determine the future meadia company.

Finding of Advertisement Report from Previous Methodology
This motor company Providing A best advertisement strategies in India and Across the India people
also convincing through this advertisement and then he is agree to buy car of TATA Motors
If we talk about age limit thing then n no of people those who are belonging under 20 to 40 and
maximum age will be also interested to buy this car only on the basis of advertisement on TV
And taking help from social Media News Paper and Etc. I have collecting data from secondry data
for getting a Knowladge about % age of advertisement in Media strategies. I have showing this
stage on the basis of CHART in this bellow page. So I have collect result from my using research
which company maximum taking interest in advertisement.
To Identifying the Result of which company most Interested in advertisement of own product
TATA Motors
15%
Mahindra &
Mahindra
13%
Bajaj
19%
Maruti Suzuki
37%
Hyundai
16%
Addvertisment of every Individual
automobile

Ch – 8 Questionnaire sample answer sheet
I have applied secondary data researching Method for collecting information from
various types of age accordingly sent from own email ID To my friend collage Professor and also
other person those who can give correctly information.
I have maintioned one answer sheet of my collage friends by sending my questionnaire
Dear Sir/ Madam,
Thank you for your attention and opening this questionnaire.
This is a dissertation research by me student at Accurate Institute of Management and
Technology. The research aims to learn more about people‘s beliefs, attitudes, feelings and
opinions towards advertising and Branding by global brands in India. Your opinion will represent
maximum no of people much like yourself and will be great help of my research.
This survey responses will be strictly confidential and data from this research will be reported only
in the aggregate. Your information will be coded and will remain confidential. If you have
questions at any time about the survey or the procedures, you may contact Kumar Jyaneshwar by
email at the email address specified below.
Thank you very much for your time and support. It will take approximately 15 minutes to complete
the questionnaire. Please start with the survey now by Download attachment and fill the form, after
attempt all question please save this and then attached and send it on same email ID Latest By 12
Feb 2013 till evening.
Thanks & Regard
Kumar Jyaneshwar , AIMT 2011-2013
jyan10g@gmail.com

Accurate Institute of Management and Technology
Knowledge Park – III Greater Noida (U.P)
Questionnaire of Advertising & Branding for top Market leader
Personal information
Name: - Mr./Ms.…Nimita Sharma ………………………….., Mob:-…9582516337…
Gender: - ……Female………………………., Marital status……Single….…...
Age:-22Yrs…………. Education:-……PGDM (persuing)………………
Occupation:-………Student Yearly Income:-……………………
Note- Please read each question carefully and indicate your response by Choosing the
most appropriate choice, and click in circle on correct option according to your
perception and ability your positive attitude royalty.
(*) Compulsory Question= Which kind of media do you consider are more believable for different
types of product?
Please tick as many as you wants as long as you believe it is a trustable source for these particular
product categories.
TV Newspaper Magazine Radio Internet Billboard Friends/families
a. TATA
MOTER
b. Mahindra &
Mahindra
c. Bajaj
Automobile
c. Maruti
c. Hyundai
Television Advertisement Evaluation Internet Questionnaire

1) How many times did you see this advertisement?
Once
2) Did you ever mention this advertisement to anyone?
Yes
No
3) Did anyone ever mention this advertisement to you?
Yes
No
4) How well did this advertisement catch your attention?
Very Well
Somewhat Well
Undecided
Not Very Well
Not at all Well
5) How believable were the claims made in this advertisement?
Very Believable Not Very Believable
Somewhat Believable Not at all Believable
Undecided
6) How well do you feel this ad informed you about the product?
Very Well
Somewhat Well

Undecided
Not Very Well
Not at all Well
7) How appealing did you find this advertisement?
Very Appealing
Somewhat Appealing
Undecided
Not Very Appealing
Not at all Appealing
8) How convincing did you find this advertisement?
Very Convincing
Somewhat Convincing
Undecided
Not Very Convincing
Not at all Convincing

9) How memorable did you find this advertisement?
Very Memorable
Somewhat Memorable
Undecided
Not Very Memorable
Not at all Memorable
10) How creative did you find this advertisement?
Very Creative
Somewhat Creative
Undecided
Not Very Creative
Not at all Creative
11) In general, how would you rate the quality of this advertisement compared to other ads of a similar
nature?
Excellent
Good
Fair
Poor
Undecided
12) Do you currently use this product?
Yes No

13) Based on this advertisement, how likely would you be to purchase this product in the future?
Very Likely
Somewhat Likely
Undecided
Not Very Likely
Not at all likely
14) If deciding between this product and a competing product, how much would this ad influence you to
buy this product?
Very Much Not at All Very Little
Somewhat Undecided
15) What, if anything, did you find appealing about this advertisement?
Ans - not decide
16) What, if anything, did you dislike about this advertisement?
Ans – I ll stop to use that
17) Which of the following would you use to describe this advertisement? Please check all that apply.
Appealing Distasteful Touching
Honest Attractive Professional
Distasteful Believable Silly
Credible Believable Creative
Convincing Memorable Not Credible

18) Now this is the last step where we will found Branding is only depended on advertisement?
Yes No give your point of view in below space
----------------------------------------------------------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------------------------------------------------------
19)In the first compulsory question ,which Brand really Perform good on the basis of Advertisement
Through TV, Radio, News Paper/ Magazine?
Ans- Almost all
20)Modern advertisement is realy damages our society and culture “HOW Define in Brief ” ?
Ans-it depends…..hw they present it..
Note- Its humble request to you please save this document and then send it on same email ID with
attachment
Thank you for your cooperation
Ch – 9 finding result from Questionnaire

In this finding result is very usefull in this desertation report otherwise its not possible to
collect right information of every individual company really making best advertisement for
promotiong own product and also try to convenience them those who are not agree to buy this
product but after see this add on TV, News Paper, Magzine, social site and also on other sit.
Now in this questionnaire I have coolecting through mail to the every person those who are
belong to rural market and urban market also I have applied age limit strategies for getting a real
impact of advertisement when a customer going to market for buying car and bicke after seen of
product add.
Finding (1) Advertisement Ratio on Television
I have sent total no questionnaire more then 100 students those who are related to MBA students,
30 questionnaire to Collage professor and more then 50 questionnaire to the working person in
different different company related to the rural and Urban are.
Firstly I would like to showing figure of advertisement ratio of every individual company on TV
Finding (2) Advertisement Ratio on News Papers & Magzine
26%
18%
32%
16%
8%
Advertisment Ratio on Television
TATA Motors Mahindra Bajaj Maruti Suzuki Hyundai

An advertisement is a message designed to sell the advertiser‘s goods or services to prospective
buyers. There are two types of newspaper advertising – display and classified. A display
advertisement is a written message, often accompanied by an illustration or photograph, which can
be placed in any section of the newspaper. A classified ad refers to those advertisements that are
separated into specific classifications and located in one or more sections of the newspaper.
Display advertisements
There are two types of display ads found in the newspaper – national and local. National advertising
usually refers to products that are promoted on a nation-wide basis, such as automobiles and brand-
name products or retail chains. Local advertising is used to promote local, regional or national
products. The ad is written, however, to appear in the local market.
When placing a display ad, the advertiser is charged by the amount of space the ad occupies in the
newspaper. The price of the space varies with certain factors:
Newspaper circulation (the larger the circulation the higher the price charged)
Size of ad
Use of colour
Guaranteed position in newspaper
Day the advertisement runs
Advertising frequency
The physical appearance of an advertisement often determines its attractiveness to the reader. Some
aspects considered in ad preparation are: The information included in an ad can definitely influence

its effectiveness in selling a product. Some display ads are purely factual and appeal to reason.
Information in these ads usually relates to:
When placing a classified ad, advertisers are usually charged by the line. As a result,
classified ads are brief. The price varies with the number of insertions desired and the particular
days chosen. For example, the unit cost of an ad may decrease if it is run all week. On the other
hand, a premium could be added to the cost if a high circulation day is chosen, such as Saturday.
I have taken yearly data of every individual automobile company which I have selected in this
Report 2002 to 2013 tenure ad in News Papers Magzine.
0
5
10
15
20
25
30
2008 2009 2010 2011 2012
Ad in News Paper
Tatas motors
Mahindra
Bajaj
Maruti Suzuki
Hyundai

Finding (3) Advertisement Ratio on Social Site and other site also
―Social networking continued to grow strongly in India this past year, with several of the
top global brands carving out a more prominent position. While there is certainly room for several
players in the social networking space in India, the sites that have the right blend of having both a
strong brand and cultural relevance will be best positioned for future growth.‖
I have collect information from my survey about advertisement on social site Orkut.com,
Facebook.com, LinkedIn.com, MySpace Sites, BIGADDA.com of 2011 to 2012.
Bajaj using facebook for advertisement support because no of people using facebook and also
spending time young generation then Bajaj is applied this strategies for making product image on
facebook user and strategis is also fit for every Individual User and company also.
Orkut.com
(Maruti Suzuki)
22%
Facebook.com
(Bajaj)
27%
LinkedIn.com(TATA
Motors)
28%
MySpace Sites
(Mahndra)
11%
BIGADDA.com
(Hyundai)
12%
Ad on Social Site

Conclusion of finding with related to the Print Media, electronic Media, and Internet media
Advertising using powerful media to control peoples' choices. We also have power, the
power to choose, the power to think for ourselves, and the power to influence others. How we use
that power is central to the creation of good and healthy society. If we allow others to control us
without employing our power, we give up too much. If we allow others to misuse their power in
our society we allow them to determine the future for us.
Conclusion of "The influence of TV advertising on gender identity"?
i tried to write myself and came up with this conclusion, TV advertising influences mostly
children in their youth, such as boys playing with game, might impact the way young boys think
about themselves, and might cause dangerous acts. In contrast, an advertisement about a girl doing
housework will influence a young girl to do more housework. Advertising on the TV influences
children in both bad and good ways. Bajaj automobile influencing through children on the basis of
television advertisement then those children say with parents for buy this byck as like Pulsar ad.
Conclusion of "The influence of News Paper advertising on gender identity"?
The latter two categories merit some further explanation. Table 1 addresses ―measured
media.‖ When you combine expenditures for newspapers, consumer magazines, and business
papers ads (including business magazines), this represents approximately 40% of all media
advertising in 2004 (Veronis Suhler Stevenson, 2004). Broadcast and cable TV and radio represent
about 44%. The remainder is spent on the Yellow Pages, the Internet and outdoor advertising
Conclusion of "The influence of Social site advertising on gender identity"?
In a business sense influence is about issues such as influencing business customers
and prospects in your "target market" to consider using, reusing, trialling your products and
services. More than 70 firms globally have developed their own proprietary methodologies for

targetting and influencing business influencers. But for most businesses there is a big gap between
their social media activity and their social media influence in a targetted business community.
To identify key influencers, I must first map the key components of the buyer behaviour
process. That is "The who, what, where, how and why of buying behaviour." Only by accurately
analysing who buys, what they buy and when they buy can we identify WHO and what the relevant
business influencers are. For example, in the new B2C buying process the average B2C
Automobile industries buyer needs to consume five pieces of content before they are ready to
speak to sales and most of the automobile Industries accept this thing to influence the customer By
making add on social site (facebook) Maximum automobile industries using facebook for
advertisement.

Finding (4) Conclusion of advertisement of Print, Electronic, socialite
on the basis of my research taken by questionnaire report
Finding (5) Customer Satisfaction on Advertisement
Internet
5%
News paper
5%
Recorded Music
5%
Magazines
4%
Books
3%
Prerecorded
DVD/CD
2%
Video Game
2%
Wireless Content
1%
Radio
28%
Television
45%
advertising ratio in Media

I have ask every individual Person through my questionnaire Which of the Automotive company
really Provide real features of product through advertisement on TV, Radio, Newspapers and Other.
Having accurate measures of customer satisfaction that can be tracked over time is
critical for all types of Automobile company like Tata Motors, Mahindra, Bajaj and Maruti Suzuki.
Market research can be used to identify exactly what aspects of the customers' relationship with this
company will drive their loyalty. Marketing planners can use the information to prioritize
improvement initiatives and maximize customer loyalty provide real information about own
product.
54%
13%
16%
17%
Customer Sutisfaction
Yes
No
all most
can't say

Finding (6) According to age limit person Interested to see ad or not
I have collected information from three teams of age after seen ad they are really continence or not
for buy Vehicles.
Awareness of the image of company like Bajaj automobile, product or brand is
paramount. Image and awareness studies can be used to assess perceptions on image factors after
seen ad audience mind, such as corporate favorability, believability, value and product quality. An
image and awareness study also assesses the overall awareness of competition that provides similar
types of products and services. Mostly people like to see ad of every automobile for getting
information of changes technology of existing Product of model and then comparison to the other
company which will be best. so age of 15 to 30 are most probably want see advertising.
54%37%
9%
Age 15-30
Age 30-40
Age 40-50

Finding (7) Sexual Campaign in Advertising
On the basis of my research I have found young generation only connivance with
sexual ad of Bycke and car when they want to Buy you can see video event of Bajaj
pulsar 220 cc. sorry to say this but that is true these kind of ad really damage our
culture you can see video picture I have taken from YOUtube and after calculating
result maximum people does not like this ad.
Sexy Dancer Show Bajaj Pulsar DTS-i 220
35% People like to
see these kind of
ad
45% People
doesno't like to
see these kind of
ad
20% People like to
see these kind of
ad
Sexual think in Advertisment
Age 15-30
Age 30-40
Age 40-50

Conclusion of questionnaire report finding
One of the ultimate aims of advertising is to persuade consumers to buy certain
brands over others. To achieve this goal, many automobile companies utilize advertisements with a
clear conclusion (e.g. Maruti Suzuki, and Tata Motors). For obvious conclusions, however, it may
be more effective to imply rather than state the intended conclusion, as this may be viewed as less
of a ―hard sell.‖ Indeed, in the field of comparative advertising, the use of explicit and implicit
conclusions is becoming increasingly c. For example, a recent print advertisement by of Tata indica
the performance in everywhere on a number of attributes and sell. The ad invites consumers to
―compare the value you will get,‖ before stating, ―and then you make the decision.‖ Although early
conclusion explicitness research found explicit conclusions to be more effective Thus, conclusion
explicitness offers practitioners a way of formulating ad copy to enhance advertising effectiveness.
After this Questionnaire report to conclude it for getting result how many time these automobile
company want to display ad Through print media And electronic media this research helps reveal
the full branding benefits of advertising beyond just TV for Tata, Mahindra, Bajaj, Maruti Suzuki
and Hyundai
74% of those exposed to ads on social site By Bajaj and Hyundai and also on TV, mobile and
video - recalled the brand successfully (vs. 50% of those exposed on TV only).
39% of those exposed ad on Newspapers by Tata Motors, Bajaj and also Marti Suzuki.
37% of those exposed to add on Radio and event organizing by Mahindra and Bajaj.
Ch – 10. financial performance can Built Brand Image

"If this business were split up, I would give you the land and bricks and mortar, and I would take
the brands and trade marks, and I would fare better than you."
— John Stuart, Chairman of Quaker (ca. 1900)
In the last quarter of the 20th century there was a dramatic shift in the understanding
of the creation of shareholder value. For most of the century, tangible assets were regarded as the
main source of business value. These included manufacturing assets, land and buildings or financial
assets such as receivables and investments. They would be valued at cost or outstanding value as
shown in the balance sheet. The market was aware of intangibles, but their specific value remained
unclear and was not specifically quantified. Even today, the evaluation of profitability and
performance of businesses focuses on indicators such as return on investment, assets or equity that
exclude intangibles from the denominator. Measures of price relatives (for example, price-to-book
ratio) also exclude the value of intangible assets as these are absent from accounting book values.

Evidence of brand value
The increasing recognition of the value of intangibles came with the continuous
increase in the gap between companies‘ book values and their stock market valuations, as well as
sharp increases in premiums above the stock market value that were paid in mergers and
acquisitions. Every person want to know and interested in the current strength of financial structer .
As same thing in this research all of the above maintain automotive company try to
strong financial position for making a best Brand in overall the same industries market. Without
knowing information Investor doesn‘t want to invest money in any company. It means we can
easy to say Financial Performance can Built Brand Image with Marketing Support
Ch – 11. Previous record of Net Profit

Finding (8) Financial Position of every individual
I have found Net Profit of Every Individual company moneycontrol.com which I have
selected in this dissertation Project Report it is required to know the financial position of every
company. After this showing chart we can easy reached at real figure of which company is really
perform better through Net Profit.
Net Profit 12FY
Tata Motors 1,242.23
Mahindra 2,878.89
Bajaj 3,004.05
Maruti Suzuki 1,635.20
Hyundai 1.893
s
Findings
Tata Motors
14%
Mahindra
33%Bajaj
34%
Maruti Suzuki
19%
Hyundai
0%
Net Profit of every campany in 2012FY

The paper achieves four main objectives: to understand the industry‘s local and
international competitive situation; to identify the role and potentialities of branding in competitive
terms; to identify the underlying factors of consumer behavior in relation to Automobile industries
branding; and to develop a preliminary prescriptive strategic branding framework for the Bajaj
automobile company , with generic application and value. Now any Investor after see this net profit
of the company they can invest and it means branding is also depend up on financial position.
Ch – 12. Customer Expectation on ad & Branding

It‘s a great example of what has happened to consumer expectations and how
consumers really evaluate brands. Over the past 15 years customer expectations have increased by
about 24% in virtually all categories. More so in Automotive industries. Consumers aren‘t always
able to rationally articulate needs, desires, or real expectations in the category. Nor are they able to
assess brand on a purely rational basis. They just aren‘t. So assessments like those about tech
brands can be misleading or inaccurate.
It‘s one of the reasons that we rely on loyalty and engagement assessments rather
than satisfaction measures. There‘s lots of satisfaction measures out there, but they all suffer from
the same limitations: to be reflective of the real marketplace you need to measure the degree of
consonance – or alternatively, the gap – between expectations and performance. Satisfaction
metrics usually don‘t measure expectations the way real loyalty measures do because it‘s difficult to
translate real, emotional consumer expectations to a 1-to-7 scale. So we do it by fusing emotional
and rational aspects of the category via a psychological questionnaire (with a test/re-test reliability
of 0.93, used in 35 countries in B2B and B2C categories) that tells us how consumers are going to
behave. It‘s particularly accurate for technology brands.
I have just put one Advertisement picture and then describe it of every individual company
In this ad Tata motors provide info of Tata vista Product with
Fully picture of product and try to attach features of Product
Like sitting arrangement this time is every person suffering from
Sitting problem in long journey and also provide staring with
Operating system and controlling car in easy way. And other thing
Is power of Engine and most important of every person on the
Basis of My perception customer will be satisfied with this ad

In this Ad Mahindra company try to convenience the audience
Through this ad on the basis of my perception after seen this Ad
it may be possible my thinking ability can be match to the every
Individual person in this ad Mahindra want to provide info
About engine power and capability can go anywhere.
This ad relay on IBN and Bajaj pulsar applied strategies on the
The basis of rural person and new generation people those who
Are interested to riding fast on road and any where road is
Not comfortable for driving and ridding but in this picture this
Byck is capable for ride anywhere.
In this ad Maruti Suzuki using strategies at the time of
Celebration and try to Provide info we have all vehicale
On the demand of Customer what types of product expectation
So company attached maximum product in one ad.
This car ad promotes the Hyundai i30, and states the belief that
Company want to try to convenience the customer through
With showing figure smoothly and lightly to the customer for
Higher behavior and stylish way.

Ch – 13. Advertising can effected in trading activities
Advertisement—An oral, written or graphic statement which offers for sale a particular
motor vehicle or motor vehicle goods and services or which indicates the availability of a motor
vehicle or motor vehicle goods and services, including a statement or representations made in a
newspaper, periodical, pamphlet, circular, other publication or on radio or television; contained in a
notice, handbill, sign, billboard, poster, bill, catalog or letter; or printed on or contained in a tag or
label which is attached to merchandise.
With respect to an advertisement or sales presentation offering or making available for sale a new
or used motor vehicle or maintenance service or repair on a new or used motor vehicle, the
following will be considered unfair methods of competition and unfair or deceptive acts or
practices:
(1) The use of different type, size, style, location, sound, lighting or color, so as to obscure or
make misleading a material fact in an advertisement or sales presentation.
(2) The misrepresentation in any way of the size, inventory or nature of the business of the
advertiser or seller; the expertise of the advertiser or seller or his agents or employs; or the ability or
capacity of the advertiser or seller to offer price reductions.
All of the above maintained company follow this stage to growing in the international market on the
basis of Import and Export now we can take example of Hyundai history of this automotive every
Product different type, size, style, location, sound, lighting or color, so as to obscure or make
misleading a material fact in an advertisement or sales presentation.

The use in an advertisement or sales presentation by a motor vehicle manufacturer,
dealer or repair shop of the term ‗‗satisfaction guaranteed or your money back,‘‘ ‗‗free trial
period,‘‘ or other similar phrases when the advertiser or salesperson does not intend to promptly
make a full refund or fails to make full refund within a reasonable period of time not to exceed 5
days.
These strategies also applied by every individual company like Maruti Suzki and Tata Motors.

Ch – 14. Sale Figure of every individual
Using a sales plan or method of compensating or penalizing sales persons which is
designed to prevent or discourage them from selling advertised goods and services or from selling
the same at the advertised price; this subparagraph may not apply to a sales plan or method of
compensation whereby a salesperson in the Automotive Industries realizes a fixed percentage rate
of the gross amount of sales made by the salesperson within a specified time period nor to a
salesperson bonus plan designed to encourage or reward the selling of goods and services offered
by the advertiser, including those advertised.
Listed below are snapshots of monthly sales performance for the Year 2012 and 2013 Jan :
Company Name 13-Jan 12-Dec 12-Nov 12-Oct 12-Sep
Tata Motors 15209 14185 18031 21119 21652
Mahindra &
Mahindra 26514 22761 24605 26932 23142
Bajaj 337875 367026 313583 318933 360152
Maruti Suzuki 103026 82073 90882 96002 88801
Hyundai 34302 26697 34751 35778 30851
Including
three
wheeler
and
Two
wheeler.

Ch – 15. Project conclusion
Driving the most luxurious car has been made possible by the stiff competition in the
automobile industry in India, with overseas players gathering the same momentum as the domestic
participants. Every other day, we have been hearing about some new launches, some low cost cars
- all customized in a manner such that the common man is not left behind. In 2009, the automobile
industry is expected to see a growth rate of around 9%, with the disclaimer that the auto industry in
India has been hit badly by the ongoing global financial crisis. The automobile industry in India
happens to be the ninth largest in the world. Following Japan, South Korea and Thailand, in 2009,
India emerged as the fourth largest exporter of automobiles. Several Indian automobile
manufacturers have spread their operations globally as well, asking for more investments in the
Indian automobile sector by the MNCs. Potential of the Automobile industry In 2008, Hyundai
Motors alone exported 240,000 cars made in India.
Finding (9)
Segmentation of market share of automobile industry in India
Passenger Vehicle: 15.96%, Commercial Vehicle: 3.95%, Three wheelers: 3.60% and Two wheelers: 76.49%

SWOT Analysis on advertising and Branding
Tata motors Mahindra Bajaj Maruti Suzuki Hyundai
(S)
Aiming at the
needs of
Chinese-speaking
customers,
commercials in
India languages
are made
and broadcasted
through
various india
media
The
commercials
combine
production and
marketing
Originality.
Games are
incorporated in
commercials to
attract more
Attention.
Stars are invited
to speak for
its products.
Comparative
advertising is
adopted.
(W)
Advertising
spending is
high
The biggest
spending on
advertising has
not brought
expected brand
name
awareness.
Top decision
makers are not
aware of the
sense of value
of younger
generations
today.
Advertising
spending is
high
Comparative
advertising has
brought
backlashes from
related
businesses.
(O)
1.Internet
platforms.
2.Internet
advertising.
3. Advertising in
cooperation
with blogs.
1.Internet
platforms.
2.Internet
advertising.
3. Advertising
in cooperation
with blogs.
1.Internet
platforms.
2.Internet
advertising.
3. Advertising
in cooperation
with blogs.
1.Internet
platforms.
2.Internet
advertising.
3. Advertising in
cooperation
with blogs.
1.Internet
platforms.
2.Internet
advertising.
3. Advertising in
cooperation
with blogs.
(T)
Commercials are
received
differently in
different
cultures
Low viewing
rates result in
unsatisfactory
results of TV
commercials.
Commercials
are received
differently in
different
cultures
Commercials are
received
differently in
different
cultures
Low viewing
rates result in
unsatisfactory
results of TV
commercials.

Ch – 16. Suggestion
In this study observed that half and above of the respondents are mentioned that the
improvement have to be made in content of Indulge, so the company can take effort
to improve the content.
An advertisers feels that news spread can be increased in the indulge so that many
information can be seen.
Availability of the product is scarce, so the company can improve its circulation

Ch – 17. Summary
In this my Dissertation report I have finding vary seriously act because advertising
and Branding is my most infesting subject I have deeply applied media Planning for promoting
product of theses Automotive company (Tata Motors, Mahindra, Bajaj Automobile, Maruti
Suzuki and Hyundai motors) all these Market leader in the automobile industries and these
company taking a best behavior at the time of creating advertising for making No- 1 Brand in all
over India and across the India, because Branding is depend up on market and consumer perception
in mind after seen advertising on (News Paper, Magazine, TV, Pamphalate, Radio, and also on
social site like facebook, tweeter, Gaddi.com and linkdine e.t.c)
Newspapers and newspaper advertising has been the most important tool in shaping the
growth and development of any society in the modern world. More than anything, they have been
very instrumental in bridging the communication gap between people that contributes to the air of
awareness in a society. Since the very first day that the oldest newspaper in the world had made
its appearance, there has been seen progressive changes that have catapulted the Status of every
society to new levels of evolution from time to time. The newspaper industry in every country
stands out as an influential body contributing to the development of the modern society by acting as
one of the most potential platformfor exchange of thoughts and opinions. Moreover, by covering a
wide arrange of topics that are relevant to the daily lives of the people in a society, it promulgates
the identity of the society, and acts as the dispenser of public opinions. One of the most crucial
tasks of the newspaper industry is its contribution towards the economic and industrial development
of a country through its assimilation of the people‘s voice.

Ch – 18. Bibliography
www.tatamotors.com/
www.customersupport.tatamotors.com/
onlinesystems.tatamotors.com/
www.mahindra.com/
www.mahindrascorpio.com/
www.bajajauto.com/
en.wikipedia.org/wiki/Bajaj_Auto
www.marutisuzuki.com/
compareindia.in.com/specification/cars/maruti-suzuki-swift.../226912
www.companiesinmumbai.com/automobiles_companies_mumbai.ht...
business.mapsofindia.com › Automobile
http://www.moneycontrol.com/stocks/stock_market/corp_notices.php?autono=657129
http://www.pacode.com/secure/data/037/chapter301/chap301toc.html
www.realityassociates.com/Secrets-Books-Marketing.htm
adage.com/article/ad-and-marketing-book.../al...book/134945/
www.youtube.com/watch?v=HyMEryxh5-4
www.goodreads.com/book/show/4518825-advertising-management

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Kumar project (2)

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