Study of Account Management Process

SUMMER TRAINING REPORT
On
Study of Account Management Process
For
YAAP Digital Private Limited
By
Vipul Dinodia
Roll no. 458
In Partial Fulfillment for the award of the degree
Post-Graduate Diploma in Management
Batch 2016-18
Specialization: Marketing and Digital Marketing
New Delhi Institute of Management
50 (B&C), 60, Tughlakabad Institutional Area, New Delhi-110062
E-mail: placement@ndimdelhi.org Website: www.ndimdelhi.org

SUMMER TRAINING REPORT
On
Study of Account Management Process
For
YAAP Digital Private Limited
Under the supervision
Of
Anwesha Mukherjee
Submitted By: Submitted to:
Vipul Dinodia Prof. (Dr.) Amit Nagpal
458

ACKNOLEDGEMENT
It is my pleasure to be indebted to various people, who directly or indirectly
contributed in the development of this work and who influenced my thinking,
behavior, and acts during the course of study.
I express my sincere gratitude to Mr. Shouvik Roy(Senior Partner) forproviding
me an opportunity to undergo summer training at YAAP Digital Pvt. Ltd.
I am thankful to Mrs. Anwesha Mukherjee (Brand Director) and Ms. Sneha
Dwivedi (Brand Manager) for their support, cooperation, and motivation
provided to me during the training for constant inspiration, presence and
blessings.
I also extend my sincere appreciation to Prof. (Dr.) Amit Nagpal who provided
his valuable suggestions and precious time in accomplishing my project report.
Lastly, I would like to thank the almighty and my parents for their moral support
and my friends with whom I shared my day-to-day experience and received lots
of suggestions that improved my quality of work.
Vipul Dinodia

DECLARATION
I, Vipul Dinodia, student of 2016-18 Batch, New Delhi Institute of Management,
New Delhi, hereby declare that every part of the Summer Internship Project
Report on “Study of Account Management Process” submitted by me for partial
fulfillment of Post Graduate Diploma in Management is original.
I was in regular contactwith my faculty guide and contacted him twice a week in
average for discussing the project.
The information and data given in the report is authentic to the best of my
knowledge.
Date of project submission: July ___th, 2017
Vipul Dinodia
CERTIFICATE OF AUTHENTICITY
Faculty Mentor’s Comments:
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
Prof. (Dr.) Amit Nagpal

EXTERNAL EXAMINER’S FEEDBACK
External Examiner’s Comments:
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
Signature: _______________________
Name : _______________________
Date : _______________________

TABLE OF CONTENT
Chapter Topic Page No.
Executive Summary 7
I Industry Overview
Introduction 9
Market Size 9
Major Competitors 11
Recent Developments 16
Government Initiatives 19
Road Ahead 19
II Company Overview
About YAAP 22
Board of Directors 22
YAAPERS 22
Acquisitions 24
Investments 24
Services 25
Our Clients 28
Team Portfolio 29
Geographical Spread 29
III GeneralTechnologies
Account Manager & Key Account Management 31
Brand Management 32
KAPFERER’S Brand Identity Prism 34
IV On-The-JobTraining
Objectives 42
Work Assigned 42
Week-Wise Description of Activities 43
Conclusion 46
Recommendation 46
Major Learning 46
Bibliography 47
V Annexures
Annexure- I (Weekly Reports) 49
Annexure- II (Mid-Evaluation Form) 57
Annexure- III (Final-Evaluation Form) 60

~ 7 ~
EXECUTIVE SUMMARY
This project report has been prepared on the basis of the Summer Internship at
YAAP Digital Pvt. Ltd.
The project report is focused on in depth “Study of Account Management
Process & Sub-Processes”which gives a brief about the how an advertising/
branding agency works.
Key Account Management is an approachwhich develops long term
relationships for whom you develop a special offer with a differential advantage
over the offers of competitors and the Account Manager is the link between the
client and the entire agency team. Along with their team, the account manager
acts as both the salesperson for the agency and as the client's representative
within the agency.
During Internship, I had worked primarily on 2 accounts- “CONCUR”and
“TerraPay- A Mahindra Comviva Initiative”. I had done secondaryresearch on
“CONCUR”and its competitors in which I gathered information which includes
vision, positioning, offerings, productportfolio & marketing strategy of the
company, also about the features, working and subscription price of the
application (mobile and desktop). I also acted as bridge between “TerraPay” &
our studio creative team for various creatives, for which I used to get
information from the Business Development & ProductMarketing Team of
TerraPay on how the creative should be. I had also done some needful changes
in creatives of account “Georgia”, and the client was satisfied with the changes.
I also suggested some new brand names for a new accountwhich deals in online
sale & purchase of cars.
I learnt new concepts like Brand Prism and terms which are used generally in
agencies related to marketing communications. At last, I understood the
working criteria of an advertising/branding agency.

~ 8 ~
CHAPTER- I
INDUSTRY OVERVIEW

~ 9 ~
Introduction
The Indian advertising industry has evolved from being a small-scaled business
to a full-fledged industry. The advertising industry is projected to be the second
fastest growing advertising market in Asia after China. It is estimated that by
2018, the share of ad spend in India’s Gross Domestic Product(GDP) will be
around 0.45 per cent.
The Indian government has given tremendous supportto the advertising and
marketing industry. Advertising expenditure is likely to increase in the financial
sector, driven by Reserve Bank of India (RBI) policies which could result in a
more favorable business environment. Also, proposed licenses for new banks
and better market sentiments render the advertising and marketing industry in
India a fertile space.
Market Size
Print contributes a significant portion to the total advertising revenue,
accounting for almost 41.2 per cent, whereas TV contributes 38.2 per cent, and
digital contributes 11 per cent of the total revenue. Outdoor, Radio and Cinema
make up the balance 10 per cent.
India’s digital advertisement market is expected to grow at a compound annual
growth rate (CAGR) of 33.5 per cent to cross the Rs 25,500 crore (US$ 3.8
billion) mark by 2020.*
The Internet's share in total advertising revenue is anticipated to grow twofold
from eight per cent in 2013 to 16 per cent in 2018. Online advertising, which
was estimated at Rs 2,900 crore (US$ 435 million) in 2013, could jump
threefold to Rs 10,000 crore (US$ 1.5 billion) in five years, increasing at a
compound annual rate of 28 per cent.

~ 10 ~
Source: https://www.ibef.org/industry/advertising-marketing-india.aspx
Source: GroupM Estimates
Print
41%
TV
38%
Digital
11%
Other
10%
Market Share
Print
TV
Digital
Other
2,464
18,258
672
2,942
9,490
27,378
0
5,000
10,000
15,000
20,000
25,000
30,000
Radio Print Cinema Out-of-Home Digital TV
Advertising Spends in India in 2017
(in Rs. Cr.)

~ 11 ~
Major Competitors
 Oglivy & Mather
1. The New York-based ad agency Hewitt, Ogilvy, Benson & Mather
(which eventually became Ogilvy & Mather Worldwide), with the
financial backing of London agency Mather & Crowther was founded by
David Ogilvy in 1948.
2. Starting with no clients and a staff of two, he built his company into one
of the eight largest advertising networks in the world. Todayit has more
than 450 offices in 169 cities.
3. Over the past 60 years, Ogilvy has helped to build some of the most
recognizable brands in the world: American Express, Sears, Ford, Shell,
Barbie, Pond's, Dove, and Maxwell House among them, and more
recently, IBM and Kodak.
4. O&M is customizable, adaptable and most importantly, accountable.
They achieve the pinnacle of creativity and effectiveness by making
brands matter at every level, Their expertise are both wide and deep,
covering everything the modern brand needs in order to effectively
communicate, connect and grow. Their areas are-
a. Enterprise Branding
b. Influence and PR
c. Customer Engagement and Commerce
d. Digital and Innovation
e. Media and Distribution
f. Consulting
g. Data and Analytics
h. Health and Wellness
5. Clients- Bristol-Myers Squibb, Caterpillar, CDW, Coca-ColaCompany,
Cogeco, Corona, Darden Restaurants, Inc., GE Capital, GlaxoSmithKline,
Intel Corporation, LG Electronics, Nationwide Mutual Insurance

~ 12 ~
Company, Qualcomm, American Express, IBM, Dove, NASCAR,
Philips, IKEA, UPS, Tiffany & Co. and many more.
6. Geographical Spread-
North America, Caribbean, Latin America, Africa, Western Europe,
Eastern Europe, Middle East, Asia, Australia and Oceana.
 Crayons Advertising and Marketing Pvt. Ltd.
1. A 25 year old advertising agency head-quartered in New Delhi, with a
network of full-fledged service branches at Mumbai, Chennai, Kolkata,
Jaipur, Chandigarh, Trivandrum & Dubai.
2. It’s a part of the Global Network of Independent Ad Agencies & the
exclusive agency partner in India for this network. The network
comprises of some of Europe’s largest Independent Agencies.
3. They handles all activities under the ambit of communications, be it
main-line advertising like Television, Print, Radio, Outdoor, Online or
BTL activities like Brand Activations, Events, Brand Merchandising &
other Customer Contact Programmes.
4. Their clientèle includes names like Air India, J&K Tourism, Kerala
Tourism, Union Bank of India, State Bank of India (SBI), Bharat Sanchar
Nigam Limited (BSNL), Mahanagar Telephone Nigam Limited (MTNL),
Life Insurance Corporation of India (LIC) etc. From private sector, we
service clients like Gulf Oil Corporation Limited, Birla Group, Hinduja
Group, ITC Fortune Hotels, XXX Energy Drink, Kohinoor Foods
Limited, Kajaria Ceramics, Kohinoor, Avon Cycles etc.
 McCann Worldgroup
1. McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is one
of the world's largest marketing communications networks.
2. Its operations are united across 120 countries by a single mission: to help
brands play a meaningful role in people’s lives. This commitment focuses

~ 13 ~
on creating work that earns a role in people’s lives by being interesting,
evocative and useful. It’s powerful and effective creativity that helps
clients grow their brands and businesses.
3. To achieve this, Worldgroup today integrates a broad range of global
practices, including McCann Erickson (advertising), MRM//McCann
(digital marketing/relationship management), Momentum Worldwide
(total brand experience), McCann Health (professional/dtc
communications), CRAFT (global adaptation and production), UM
(media management), Weber Shandwick (public relations), FutureBrand
(consulting/design), ChaseDesign (shoppermarketing) and PMK-BNC
(entertainment/brand/popular culture).
4. Clients include Loreal, GM, Mastercard, ALDI, Cigna, Nestle, Coca-
Cola, Microsoft, Reckitt Benckiser, Nespresso etc.
 DDB Mudra Group
1. The DDB Mudra Group, a part of the Omnicom/DDB Worldwide Group,
is India’s largest integrated marketing communications and services
network.
2. It comprises three agency networks and six specialist agencies and eleven
strategic business units which offer their expertise under four disciplines
(Media, OOH, Retail and Experiential).
3. It operates out of its offices in fifteen leading cities and is represented in
more than twenty other locations. It has more than 1,100 employees and a
reach across 1,75,000 villages, 4000 towns, 3500 schools and nearly 7
million students.
4. Its scopeof services run the gamut through Advertising, Media Planning
& Buying, Digital & New Media, Data-driven Marketing, Health &
Lifestyle, OOH, Retail Design and Visual Merchandising, Navigation
Solutions, Experiential Marketing (Promotions, Events, Rural), Trade

~ 14 ~
Marketing, Youth Marketing, Localization Pre-Media Services, Content
Creation, Strategy and Design Consultancy.
5. The DDB Mudra Group’s clients include Abbott Nutrition, ACC, Adani,
Aditya Birla Group, Aircel, Arvind Stores, Ashok Leyland, Asian Paints,
AVT, Bata, BPCL, Bharati Walmart, Carrier Midea, Castrol, Cisco,
Colgate, Crompton Greaves, DBS, Dabur, Eenadu, Eicher, Emirates,
Experion, Federal Bank, Future Group, Grasim, Gillette India, Godrej,
Gulf Oil, HDFC Bank, HPCL, Hindustan Times, Hindustan Unilever,
HP, HUL, ICICI Bank, IDBI Bank Group, Idea Cellular, ITC, Jaypee,
Jindal Steel, Jyothy Laboratories – Henkel, Johnson & Johnson, L&T,
Lafarge India, Lavasa, Lenovo, LG, LIC, Linen Club, Malayala
Manorama, Marico, McDonalds, Ministry of Tourism, Mother Dairy,
MSD, National Textile Corporation, Nerolac, Nestle, Nirmal Lifestyle,
Novartis, Panasonic, PepsiCo, Peter England, Philips Healthcare, Puma,
Reebok, Rotomac, Sab Miller, Shell, Simplymarry.com, Sony Mobile,
Star India, Standard Chartered Bank, Symphony, Tata Communications,
Tata Nano, TTK Prestige, Times of India, UNICEF, Union Bank of India,
United Spirits, Usha International, Videocon, Volkswagen, Western
Union, World Gold Council, Worldwide Media, Wipro, Wrigley, YOU
Broadband and Zydus Wellness.
 Lowe Lintas
1. Lowe Lintas is the advertising division of MullenLowe Lintas Group. It is
credited as being the agency that gave India its first television
commercial. From the days of Surf’s “Lalitaji” to Idea Cellular’s “What
an Idea Sirji”, the agency’s Populist Creativity™ approachhas brought
tremendous success to many of its brands in India.
2. Today, Lowe Lintas manages 5 out of India’s Top 10 “MostTrusted
brands of India”. In fact most brands managed by Lowe Lintas have gone
on to becomeleaders in their respective categories.

~ 15 ~
3. Services we offer:
a. Brand Communication Strategy
b. ConceptCreation
c. Creating and managing brand campaigns
d. Multimedia production
4. Our clients include Axis Bank, Bajaj, Britannia, Hindustan Unilever,
Havells, Idea, Johnson’s Baby, Maruti Suzuki, Micromax, Tata Tea etc.
 J. Walter Thompson
1. J. Walter ThompsonIndia is South Asia’s leading and most admired
marketing communications agency that provides powerful 360 degrees
communication solutions to its clients through its integrated network
across the country spread across New Delhi, Mumbai, Kolkata, Chennai,
Hyderabad and Bangalore.
2. The J Walter ThompsonGroup includes three full service agencies -
JWT, Contract, ADK-Fortune; two digital agencies – Hungama Digital
Services, Mirum; and a Rural, Shopperand Experiential company –
Geometry Global Encompass Network.
3. Their services includes Brand Building Social, Innovation, Trends &
Insights, Sector Expertise, Digital Transformation, Activation and
Internal Communications.
4. It works with some of the best companies and brands of the country like
Monte Carlo, The Hindu, Red Cross, Pepsi, Neurology Sleep Centre,
Sofy, Airtel, Hearing Plus, Redtro 106.4, Nestle, Cello Pens, Sony Six,
Junglee Rummy etc.
 GroupM Media
1. GroupM is the number one global media investment management group.
2. GroupM India is a data centric, digitally charged marketing services
conglomerate.

~ 16 ~
a. With their seven agencies including Maxus, MEC, MediaCom,
Mindshare, Motivator, mSix, Essence, and specialty services, GroupM
India gives clients the advantage of global operation and learnings,
along with local expertise and market insight.
b. With their investment in data, technology and diverse talent, GroupM
India aims to shape the future and transform challenges into
opportunities for our clients.
3. Their services include Strategy & Business Development, Trading,
[m]PLATFORM, Brand Safety and Content.
Recent Developments
 GroupM, the US-based advertising media company, has acquired a majority
stake in MediaCom India, a joint venture between GroupM India and
Madison Media group's principal shareholder Sam Balsara, for an
undisclosed amount.
 Dubai-based Iconiction Ltd plans to enter the Indian retail analytics spacein
partnership with local entrepreneur Mr. Anil Hirani, to set up Iconiction
India Ltd.
 Flipkart, India's largest e-commerce marketplace, has re-entered the private
label business by launching Smart Buy, with a view to boostearnings and fill
gaps in its productselection.
 Cognizant Technology Solutions has announced the acquisition of Mirabeau
BV, a Netherland-based digital marketing and customer experience agency,
which is expected to expand Cognizant’s capabilities in digital business
domain in Netherlands and Europe.
 The Indian Railways is working on a new advertising policy aimed at
installing 100,000 big digital screens at 2,175 railway stations across the
country, which is expected generate Rs 11,770 crore (US$ 1.76 billion)
revenue annually.

~ 17 ~
 Times Internet Limited plans to invest US$ 100 million in development of
smart marketing technology platform Colombia, which will serve its
marketers to engage with around 200 million digital users per month.
 Zarget, a Software-as-a-Service (SaaS) based conversion rate optimization
start-up, has raised US$ 1.5 million in seed funding from Accel Partners,
Matrix Partners and FreshdeskInc's founder Mr. Girish Mathrubootham,
which will be used to build more marketing related tools.
 Snapdeal.com, one of India’s largest and fast growing e-commerce
companies, has acquired TargetingMantra (Insightful Pvt. Ltd), which is a
Gurugram-based marketing and personalization services company, as part of
its plan to enhance the experience for its customers.
 Indian Railways has appointed Ernst & Young (EY) as a consultant to
discover its advertising potential, which is in line with the Railway Budget
proposalof increasing non-fare earnings to over Rs 5,000 crore (US$ 750
million) in five years.
 MoMark Services, a mobile based customer engagement platform for small
and medium businesses, has raised US$ 600,000 from YourNest Angel Fund
and LNB Group, to scale up its productofferings and talent acquisition.
 Tata Motors has appointed renowned football player Lionel Messi as the
global brand ambassadorfor Tata cars and utility vehicles globally, with an
aim to tap the youth market and expand visibility and presence of Tata
Motors in newer markets.
 Advertising agency J Walter Thompsonhas launched its global digital
agency network 'Mirum' in India which will provide services such as strategy
and consulting services, campaigns and content, experience and platforms,
analytics and innovation and productdevelopment, with the target to
increase non-traditional media revenues to 40-45 per cent from 35 per cent
currently.
 DDB Mudra Group has planned to launch ‘TrackDDB’, a brand that
addresses the data-led world of marketing communications, which will

~ 18 ~
provide services like creative, data and digital analytics, database marketing,
CRM, digital and mobile marketing in India.
 All India Radio (AIR) has appointed ‘releaseMyAd’ as a virtual agency to let
advertiser’s bookads for all of AIR’s station online.
 Google is all set to help India implement Prime Minister Mr. Narendra
Modi's "Digital India" initiative, and the government has a well laid out plan
to realize it, said Google's Chief Internet Evangelist Mr. Vinton G. Cerf.
Digital India is Rs 1.13 trillion (US$ 16.95 billion) government initiative that
seeks to transform the country into a connected economy, attract investment
in electronics manufacturing, and create millions of jobs and supporttrade.
 As companies look for better productivity and increasing efficiencies in a
tough market environment, market research firm Nielsen has launched its
first consumer neuroscience lab in India at its Mumbai headquarters. The
neuroscience lab will augment the company's research capabilities in
packaging and research, improving their effectiveness.
 MPS North America LLC, the US subsidiary of Bengaluru-based publishing
solutions provider MPS Ltd, has acquired Electronic Publishing Services
Inc. (EPS), a New York-based firm with interests in content creation, art
rendering, design and production. The deal will allow MPS to strengthen its
foothold in North America.
 Jaipur-based Girnar Software Private Limited, which owns and operates the
website CarDekho.com, announced that it has raised US$ 50 million in its
second round of funding. The funding was led by Hillhouse Capital with
participation from Tybourne Capital and Sequoia Capital.
 ZipDial has become the first Indian technology productstartup to be bought
by Twitter in what is the third such deal led by a global corporation
following the acquisitions by Facebookand Yahoo. The ZipDial deal is
expected to costTwitter US$ 34-35 million. This feature is expected to help
Twitter reach people who will come online for the first time in countries
such as Brazil, India and Indonesia, mostly using a mobile device.

~ 19 ~
 Telecom major Axiata's subsidiary, Axiata Digital Advertising (ADA) has
formed a joint venture with US-based advertising tech firm Adknowledge to
get into the US$ 47 billion digital ad market in the Asia Pacific region and
has identified India as a 'key' market.
Government Initiatives
 The Governments of India and Canada have signed an audio-visual co-
production deal which facilitates producers from both countries to harness
their collective artistic, technical, financial and marketing resources, and
encourage exchange of culture and art between the two countries. The
agreement is also likely to lead to better promotion of Indian locales for
shooting films. "The agreement will also lead to the transparent funding of
film productionand boostexport of Indian films into the Canadian market,"
as per the agreement.
 India and Poland are seeking to enhance cooperation in the digitisation and
restoration of film archives. This was decided in a meeting between Mr
Bimal Julka, Secretary of Information and Broadcasting, India, and a
delegation from Poland led by Ms Malgorzata Omilanowska, Secretary of
State. The two countries will form a joint working group that will help
improve cooperation in fields such as student exchange programmes,
animation, films and digitisation, among others. Mr Rajyavardhan Singh
Rathore, Minister of State for Information & Broadcasting, has announced
that Indian government has planned to increase advertising spend on the
digital platform which will help increases the government’s presence in
digital media.
Road Ahead
The advertising and marketing sector in India is expected to enjoy a good run.
Growth is expected in retail advertisement, on the back of factors such as
several players entering the food and beverages segment, e-commerce gaining

~ 20 ~
more popularity in the country, and domestic companies testing out the waters.
The rural region is a potentially profitable target. Forinstance, in the
automobiles sector, the focus of two-wheelers on rural areas could mean more
launches and more advertising spends. The telecom sectorcould see growth as
well, driven by better smartphone penetration and service providers cutting
down on prices.

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CHAPTER- II
COMPANY OVERVIEW

~ 22 ~
About YAAP
Mumbai-based YAAP Digital Pvt. Ltd. was founded by digital media
professionals, Nikhil Bapat and MananKapur on March 9th, 2016. It focusses
on branded content, digital show formats, syndication, brand and visual identity;
offers organized influencer research and outreach. It also looks at programmatic
content placement, alliances, and channel partnerships.
Board of Directors
 Atul Jeevandhar Kumar Hegde
(Co-founder, Rainmaker Ventures)
 Sudhir Vijay Menon
(Founder & Director, Dorf Ketal Chemicals Pvt. Ltd.)
 SubodhVijayaraghava Menon
(Founder & Director, Dorf Ketal Chemicals Pvt. Ltd.)
YAAPERS
Anjan Roy,
Senior Partner
An economics graduate with two
decades’ experience in advertising in
branding. He specializes in brand and
business understanding consumer
intimacy and relations.
Shouvik Roy,
Senior Partner
An MBA with a principal
specialization in branding. He has
collaborated with some of the finest
thinkers in the world. Also, a
faculty member at leading b-schools
in India.

~ 23 ~
Gautam Dutt,
Senior Partner
A physics graduate and an IIM
alumnus, Gautam has 18 years of
experience across India, china and
south East Asia. He specializes in
media planning and buying with
special focus on digital media across
paid owned and earned channels.
Nikhil Bapat,
Partner
A seasoned digital marketing and e-
commerce technology professional.
Has executed several digital, e-
commerce and interactive marketing
campaigns for Fortune 500
companies in India and abroad.
Manan Kapur,
Partner
An early-bird digital marketer with
diverse experience in handling large-
scale digital marketing campaigns.
SeerajKatoch,
Partner
An IIM alumnus with two decades’
of carried experience- business
leadership, P&L management, sales
and marketing, business turnaround
and digital start-ups.
Anup Kumar, Partner
A chemistry graduate with 19 years of experience with
top global media agencies in India. He specializes in
media strategy and planning having worked across a
range of clientele and spearheaded multiple award winning campaigns.

~ 24 ~
Acquisitions
 Content marketing startup YAAP has acquired SOINSI, run by FFC
Information Solution Pvt. Ltd. Founded in 2011 by Seeraj Katoch, FFC
offers an influence marketing and celebrity engagement firm, to give a boost
to its content discovery. He joined the YAAP senior management team as a
partner.
 Digital content service provider YAAP has acquired Brand Planet
Consultants for $3 Mn (INR 20 Cr) in an all-cash deal. As part of the deal,
the founders of Brand Planet Consultants, Anjan Roy and Shouvik Roy,
joined YAAP’s digital management team as senior partners. Founded in
2008, Gurugram-based Brand Planet Consultants is a strategic branding and
design company. Till acquisition, the firm was known as Elephant Delhi –
the North Indian operations branch of Elephant Design. The company
provides services in the area of branding and specialist design in NCR.
Investment
 RainmakerVentures invested $5 million (Rs. 33.5 crore) in YAAP Digital
in July 2016. The company said it is open to acquiring companies in the
branding and visual identity space, automated content distribution platforms
and content creation platforms. With this, Atul Hegde, co-founder,
Rainmaker Ventures joined the YAAP board.

~ 25 ~
Services
Company Vision, Mission & Value
Framework
Brand Identity & Articulation
Visual Identity
Extensions
CORPORATE
IDENTITY
Brand Positioning
Competitive Benchmarks
Packaging Design
Production & Prototypes
PACKAGING
DESIGN
Research
Generation of Insights
New ProductDevelopment
Market Entry
BRAND
STRATEGY
Animation
Rich Media
Infographics
Publications
CONTENT
CREATION
Video Production

~ 26 ~
Influencer Identification
Recruitment
Analytics
INFLUENCER
MARKETING
Identification & Recruitment
Reporting
CELEBRITY
INFLUENCERS
Community Seeding
Analytics
CONTENT
SEEDING
Recruiting
Training & Moderation
Monitoring
BLOGGER
PARTNERS

~ 27 ~
Leading Publisher Partners
Exclusive Content Tie-ups
PUBLISHER
PARTNERSHIP
Aggregation/ Seeding
Media Strategy
SPONSORED
CONTENT
Content Promotion
Channel Partnerships
Channel Management
CONTENT
SYNDICATION
Media Optimization
Budget Planning
Tracking & Reporting
PROGRAMATIC

~ 29 ~
The above mentioned brands are a part of the team’s portfolio from previous
employment.
Geographical Spread
MUMBAI:
3rd Flr, FobeozTower,
Ramchandra Lane, Kanchpada, Malad
(W), Mumbai, India.
GURGAON:
9B, 14th Flr, DLF Cyber City,
Phase - III Gurgaon, India.
NOIDA DUBAI SINGAPORE

~ 30 ~
CHAPTER- III
GENERAL TERMINOLOGIES

~ 31 ~
ACCOUNT MANAGER &
KEY ACCOUNT MANAGEMENT
Account Manager
Account manager is the link between the client and the entire agency team.
Along with their team, the account manager acts as both the salesperson for the
agency and as the client's representative within the agency.
The role is also known as “Business Manager” or “Client Services Manager”,
depending on the agency.
Role of Account Manager
 Creating a portfolio of client accounts and monitoring the ongoing activities
related to them, managing, reviewing progress and delivering the client’s
advertisement projects.
 Conducting meetings with the clients as well as informing them about the
current work status of their projects.
 Establishing relationships with new clients and maintaining and nurturing
business relationships with existing clients.
 Identifying accounts whose revenue may be shrinking so as to address any
‘at risk’ customers and reach out to these accounts to ensure they are
retained.
 Monitoring work performance of colleagues and setting sales targets.
 Recruiting and training new accountexecutives.
Key Account Management
Key Account Management is an approachwhich includes developing long term
relationships with strategic customers whose needs you understand in depth,
and for whom you develop a special offer with a differential advantage over the
offers of competitors.

~ 32 ~
BRAND MANAGEMENT
Brand Management is
defined as "the process
of creating a
relationship or a
connection between a
company's productand emotional perception of the customer for the purposeof
generating segregation among competition and building loyalty among
customers."
Brand Management Process
Key Elements of Branding
 Brand Identity
Brand identity refers to the concept by which an organization communicates
its brand to its potential customers.
Identifying &
establishing brand
positioning
Plan & implementing
Brand Marketing
Measure & interpret
Brand
Grow & sustain Brand
Equity

~ 33 ~
 Brand Image
Brand image reflects the perceptions of customers about the brand. Brand
image is the sum total of impressions created by the brand in the consumer’s
mind. Brand image can be reinforced by brand communications such as
packaging, customer service, promotion, advertising, word-of-mouth and so
on.
 Brand Position
Brand Positioning can be defined as an activity of creating a brand offer in
such a manner that it occupies a distinctive place and value in the target
customer’s mind which becomes a reason to buy your brand in preference to
others. Major factors that defines a brand position are:
a) Consumer Expectations- Are customers ‘expectations’ fulfilled from a
brand?
b) Price- It is comparison between your prices and competitors’ prices.
c) Competitive factors- It means what the other brands offer to consumers in
terms of features and benefits.
d) Consumer Perceptions- It is the perceived quality and value of your brand
in consumer’s minds. It involves:
i) Does your brand offer what customers want?
ii) Is it an offer ‘value for money’?
iii) Is it unique in some sense?
 Brand Equity
Brand equity refers to a value premium that a company generates from a
productwith a recognizable name, when compared to a generic equivalent.
Companies can create brand equity for their products by making them
memorable, easily recognizable, and superior in quality and reliability. It is
not always positive in value. Some brand acquires a bad reputation that
results in negative brand equity.

~ 34 ~
KAPFERER’S BRAND IDENTITY PRISM
Brand Identity was first
mentioned by Jean-Noel
Kapferer in 1986.
What is Brand Identity?
It is the outward expression of
the brand which includes its
name, trademark, communications and visual appearance. The brand’s identity
is its fundamental means of consumer recognition and symbolizes the brand’s
differentiation from competitors.
Professor Jean-NoëlKapfererrepresents brand identity diagrammatically as a
six-sided prism:
These six aspects are divided into two dimensions:
 The constructed sourcevs. the constructed receiver
A well-presented brand has to be seen as a person(constructed source:
physique and personality) and also as the stereotypical user (constructed
receiver: reflection and self-image).

~ 35 ~
 Externalisation vs. internalisation
A brand has social aspects that define its external expression
(externalisation: physique, relationship and reflection) and aspects that are
incorporated into the brand itself (internalisation: personality, culture and
self-image).
Different Aspects of Brand Identity Prism:
 Physıque
It is the set of the brand’s physical features, which are evoked in people’s
minds when the brand name is mentioned. Kapferer states that this aspect
has to be considered the basis of the brand.
 Personality
It is the brand’s character. This can be realized by using a specific style of
writing, using specific design features or using specific colour schemes. Also a
personcan be used to vitalize a brand.

~ 36 ~
 Culture
It is the system of values and basic principles on which a brand has to base its
behaviour (products and communication). Many associations in this area are
linked to the country of origin; Coca-Cola appeals to American values,
Mercedes-Benz to German ones and Citroën to French ones.
 Self-Image
Self-Image is kind of a mirror the target group holds up to itself. A Porsche
driver who thinks others will think he is rich becausehe can afford sucha
flash car. Research has shown that Lacoste users see themselves as members
of a sporty club, even if they do not actively play any sports.

~ 37 ~
 Relationship
A brand can symbolize a certain relationship between people. Relationship
aspectrequires a brand manager to express the relationship his/her brand stands
for. For example, Lexus differentiates itself from BMW by giving its customers
the red carpet treatment.
 Reflection
Reflection (of the consumer) makes reference to the stereotypical user of the
brand and is the source for identification. When thinking in terms of reflection,
in the caseof Coca-Colayou could describe the consumer base as15 to18 year
olds (with values such as fun, sportyand friendship), while the actual target
group of this brand is far broader.

~ 38 ~
Example:
Brand Identity Prism of COCA-COLA
Physique: Coca-Cola’s bottle is easily recognized even eyes closed. One legend
design with a typical colour: RED.
Personality: Open a Coca-Cola is “openHappiness” which is the main slogan of
the brand. It means to share good times with people and this everywhere. They
have the willingness to bring people sharing moments between each other with
the strategy of happiness we can find all around the world.
Culture: Coca-Colarepresents a lifestyle, being social when you are drinking a
coke. It means to be modern by drinking a model, a leader. Coca-Cola is sharing
American values and the American dream.

~ 39 ~
Self-Image: Coca-Colais communicating all the time, via all kind of medias.
The company always wants to increase its community and push all boundaries.
Reflection: Coca-Coladescribes the consumer base as young generation (15-25
years old) with values such as fun, sportor friendship whereas the group target
is far broader. It’s a brand for everyone as has to be a TOP brand.
Relationship: When you drink Coca-Cola, you take part of a team. You enter in
a specific community and you share values. Coca-Colais sharing an atmosphere
for free and doesn’tneed any return.
Brand Identity Prism of PEPSI
Physique: Famous logo sphere with 3 different colours aids brand recall.

~ 40 ~
Personality: Pepsiis always doing things with humour and derision. The part of
fun is big.
Culture: The brand is using many celebrities to create buzz. As said before,
there is a joke culture and the brand is very dynamic and adaptable.
Self-Image: The brand is reaching a coolimage via a good communication
process. Pepsiis always innovating and adapting its strategy to resist face to
Coca-Cola.
Reflection: Via a communication sometimes weird and becoming absurd, Pepsi
cheats its public and its community. But via this way, the company keeps
attractiveness. We always think Coca-Cola when we see Pepsithat is a bad true
story for the brand.
Relationship: Pepsiis like a “gamer” and offers a young image to the public and
its community. By sharing humorist values, the company is sometimes
misunderstood but also attractive.

~ 41 ~
CHAPTER- IV
ON-THE-JOB TRAINING

~ 42 ~
Objectives
1. To manage and assist in the execution of Brand Strategy by:
a. Using category and consumer analysis to validate ideas and present plans.
b. Generating new ideas to meet consumer needs and fit the company
strategy.
c. Helping to execute the brand plan.
d. Using market research & category analysis to test new concepts and
generate insights that will help grow the business
2. Effectively managing of internal agency partners (creative and media) &
their evaluation.
Work Assigned
1. Understanding the working process ofYAAP Digital Pvt. Ltd. and knowing
the clients for which it had worked.
2. Research on a new account “CONCUR”and its competitors.
3. Researched on the product& packaging of Personal Care ProductLength of
Himalaya, Dove, Nivea, The BodyShop & Garnier for a new account “Tata
Trent”.
4. Presentation deck created for a new rice brand.
5. Researched on the availability of new names for the account“Tata Trent”.
6. POSM deckcreated for “Kinley”.
7. Managing the creative work with the studio creative team for 2 accounts-
“TerraPay- A Mahindra Comviva Initiative” & “Georgia”.
8. Researched and suggested names for a new account which deals in online
second-hand car sale-purchase.
9. Changes done in creatives of “Georgia” brochure.
10.Briefed and get the new creatives done by the studio creative team.

~ 43 ~
Week-Wise Description of Activities
 WEEK 1
1. Briefing on what and how YAAP do branding and other marketing
communication along with digital marketing strategies.
2. Briefing on how YAAP use digital marketing strategies for promotion
products ofdifferent accounts on Facebook, Twitter, influencer
marketing, blogs etc.
3. Research started on a new account“CONCUR”- About company,
products, subscription price, clients, its competitors and they market
position.
4. Researched on competitors of “CONCUR”-
a. “Expensify”- About company, features, working and subscription
price.
b. “Certify” & “Abacus”-About company, features, working and
subscription price.
 WEEK 2
1. Researched ideas and objects (images, quotes for screen saver) for a
account “SAVEMAX” a multi-retail store.
2. Researched on competitors of “CONCUR”-
a. “Nexonia Expenses”- About company, features, working and
subscription price.
b. “Unit4 Travel & Expenses”- About company, features, working and
subscription price.
c. “ZOHO Expense & Xpenditure”- About company, features, working
and subscription price.
d. “HAPPAY”- About company, features, working and subscription
price.
3. Revision of research on “HAPPAY”- Marketing Strategy already used.

~ 44 ~
 WEEK 3
1. Revision of research on “Concur, Expensify, Happay, Expenzing, Unit4,
Xpenditure, Declaree and Apptricity”- Vision, Positioning, Offerings,
ProductPortfolio & Marketing Strategy already used.
 WEEK 4
1. Revision of research on “Certify”- Vision, Positioning, Offerings,
ProductPortfolio & Marketing Strategy already used.
2. Researched on ProductLength of “Himalaya, Dove, Nivea, The
BodyShop & Garnier” as reference for designing packaging
3. Created deck of Brand Name Options for an Indian Hypermarket
company.
4. Created deck of Brand Identity & Packaging of a Rice Brand for pitch.
5. Researched on the need segmentation of “Concurand its competitors”
which is to be included in the deck.
 WEEK 5
1. Checked for the availability of suggested new names for the Indian
Hypermarket company.
2. Researched on the need segmentation of “Concurand its competitors”
which is to be included in the deck.
3. Researched on the corestrengths & weakness of Concur.
 WEEK 6
1. Worked on challenges & opportunities for Concur.
2. Researched on SAP
3. Checked for the availability of suggested new names for the Indian
Hypermarket company.
4. Created deck for the available brand names for the Indian Hypermarket
company.

~ 45 ~
5. Created deck for KINLEY- POSM
6. Get the changes done by studio persons in brochure of Georgia and
pamphlet of TerraPay.
 WEEK 7
1. Researched and suggested Brand Names for a new accountwhich deals in
online sale & purchase of cars.
2. Checked the availability of suggested brand names for the above account.
3. Done some changes in the brochure of Georgia.
4. Briefed studio personabout the new creative to be designed for a leaflet
for “TerraPay”.
 WEEK 8
1. Collected the creative of leaflet and forwarded to senior & account
representative for approval.
2. Briefed studio personabout another new creative to be designed for Eid
Emailers for the account “TerraPay”.
3. Collected the Eid Emailer creatives and forwarded to senior and account
representative for approval.
4. Briefed studio personabout-
a. The new creatives to be designed for web banners.
b. The changes requested by account representative in leaflet.
c. The creative of Eid Emailers to be adapted for social media.
5. Delivered the adapted creatives for social media to account
representative.
6. Collected the Web Banners and forwarded to accountrepresentative for
approval.

~ 46 ~
Conclusion
 I worked primarily on 2 accounts-“CONCUR”and “TerraPay- A Mahindra
Comviva Initiative”.
 I done secondaryresearch on “CONCUR” and acted as bridge between
“TerraPay” & our studio creative team.
 I used my past experience of designer to do needful changes in some
creatives of account “Georgia”.
 I suggested some new brand names for a new account which deals in online
sale & purchase of cars.
Recommendation
 As 2 separate teams are handling different aspects of a client due to which
there are possibilities of communication gap. So, there should be project –
based teams for such clients.
Major Learning
 I understood the working criteria of an advertising/branding agency.
 I learnt new concepts and terms which are used generally in agencies related
to marketing communications.

~ 47 ~
BIBLIOGRAPHY
 https://inc42.com/flash-feed/yaap-acquires-ffc/
 https://www.zaubacorp.com/company-directors/YAAP-DIGITAL-
PRIVATE-LIMITED/U74900MH2016PTC274104
 https://www.slideshare.net/Yaap1/yaap-credentials?qid=7c3a2e80-7265-
468c-b639-ae01e095cf54&v=&b=&from_search=3
 http://www.yaap.in/yaapers.html
 https://inc42.com/flash-feed/rainmaker-ventures-invests-in-yapp/
 https://inc42.com/flash-feed/yaap-acquires-ffc/
 https://inc42.com/flash-feed/yaap-acquires-brand-planet/
https://www.ibef.org/industry/advertising-marketing-india.aspx
 http://www.medianama.com/2017/02/223-advertising-india-2017-18-charts/
 https://gradireland.com/careers-advice/job-descriptions/advertising-account-
manager
 https://www.slideshare.net/StephenWilliams/what-is-key-account-
management
 https://www.slideshare.net/versatileBschool/brand-management-full-notes
 http://www.dramitrangnekar.com/projects.php?tab=1&projid=53
 https://en.wikipedia.org/wiki/Brand_management
 http://www.yourarticlelibrary.com/brand-management/brand-management-
concepts-and-elements-of-branding/48220/
 http://www.managementstudyguide.com/brand-identity.htm
 http://www.managementstudyguide.com/brand-positioning.htm
 http://www.investopedia.com/terms/b/brandequity.asp
 https://www.slideshare.net/Zeynepkn/kapferer-brand-identity-prism
 https://cokevspepsibm2013.wordpress.com/2013/12/07/brand-identity-
prism/
 https://cokevspepsibm2013.wordpress.com/2013/12/07/brand-identity-
prism/

~ 49 ~
Annexure I- Weekly Reports
Weekly Report for Week ending on 06/05/2017 (1st Week)
Summer Internship Programme (On the Job Training / Research Project)
Name: Vipul Dinodia
Company: Yaap Digital Pvt. Ltd.
Location: Gurugram
Industry Mentor Details: Mrs. Anwesha Mukherjee
Faculty Mentor: Prof. (Dr.) Amit Nagpal
Project Title: Study of Account Management Process
On the Job Training
Weekly Activity Assigned
(Give Details)
Status of Activities
Assigned
Learning from the
activity/activities assigned /
Work accomplished
Company Overview
Day 1: Briefing on what and how
YAAP do branding and other
marketing communication along
with digital marketing strategies.
Day 2: Briefing on how YAAP
use digital marketing strategies
for promotion products of
different accounts on Facebook,
Twitter, influencer marketing,
blogs etc.
Research on the account
“CONCUR” and its
competitors
Account Name-
CONCUR
Day 3: Research started on
“CONCUR”- About company,
products, subscription price,
clients, its competitors and they
market position.
Day 4: Researched on
“Expensify”- About company,
features, working and
subscription price.
Day 5: Researched on “Certify”
& “Abacus”- About company,
subscription price.

~ 50 ~
Weekly Report for Week ending on 13/05/2017 (2nd Week)
Name: Vipul Dinodia
Location: Gurugram
On the Job Training
(Give Details)
Assigned
Learning from the
Work accomplished
Idea Generation for
Collateral
Account Name-
SAVEMAX
Day 8: Researched ideas and
objects (images, quotes for
screen saver).
competitors (contd.)
Account Name-
CONCUR
Day 8: Researched on “Nexonia
Expenses”- About company,
subscription price.
Day 9: Researched on “Unit4
Travel & Expenses”- About
company, features, working and
subscription price.
Day 10: Researched on “ZOHO
Expense & Xpenditure”- About
company, features, working and
subscription price.
Day 11: Researched on
“HAPPAY”- About company,
subscription price.
Day 12: Revision of research on
“HAPPAY”- Marketing Strategy
already used.

~ 51 ~
Weekly Report for Week ending on 20/05/2017 (3rd Week)
Name: Vipul Dinodia
Location: Gurugram
On the Job Training
(Give Details)
Assigned
Learning from the
Work accomplished
Account Name-
CONCUR
“Concur”- Vision, Positioning,
Offerings, Product Portfolio &
Marketing Strategy already used.
“Expensify, Happay and
Expenzing,”- Vision,
Positioning, Offerings, Product
Portfolio & Marketing Strategy
already used.
“Unit4 and Xpenditure,”-
Vision, Positioning, Offerings,
Product Portfolio & Marketing
Strategy already used.
“Declaree”- Vision, Positioning,
“Apptricity”- Vision,
Positioning, Offerings, Product
Portfolio & Marketing Strategy
already used.

~ 52 ~
Weekly Report for Week ending on 27/05/2017 (4th Week)
Name: Vipul Dinodia
Location: Gurugram
On the Job Training
(Give Details)
Assigned
Learning from the
Work accomplished
Account Name-
CONCUR
“Certify”- Vision, Positioning,
Research on the Product &
Packaging of Personal Care
Product Length of 4
companies
New Account
Day 23: Researched on Product
Length of “Himalaya, Dove,
Nivea & The BodyShop” as
reference for designing
packaging
Account Name-
CONCUR
Day 24: Completed competitor
analysis.
Research on the Product &
Packaging of Personal Care
Product Length of 1 more
company
New Account
Day 24: a) Researched on
Product Length of “Garnier” as
reference for designing
packaging.
b) Created deck for Brand Name
Options for the account.
Deck creation for Rice
Brand
New Account
Day 25: Created deck for Brand
Identity & Packaging of a Rice
Brand
Updates in deck
Account Name-
CONCUR
Day 26: Concur and competitors
are included in the need
segmentation in deck.

~ 53 ~
Name: Vipul Dinodia
Location: Gurugram
On the Job Training
(Give Details)
Assigned
Learning from the
Work accomplished
Account Name-
CONCUR
Day 29: Researched on Need
Segmentation
Day 30: Researched on Need
Segmentation
Research on availability of
brand names
Account Name: Tata
Trent
Day 31: Checked for the
availability of suggested new
names for the brand
availability of more suggested
new names for the brand
availability of more suggested
new names for the brand
Account Name-
CONCUR
Day 34: Worked on core
strengths & weakness of Concur.

~ 54 ~
Name: Vipul Dinodia
Location: Gurugram
On the Job Training
(Give Details)
Assigned
Learning from the
Work accomplished
Account Name-
CONCUR
Day 36: Worked on challenges
& opportunities for Concur.
Day 37: Researched on SAP
Research on availability of
brand names (contd.)
Account Name: Tata
Trent
availability of suggested new
names for the brand
Day 39: Created deck for the
available brand names
Work on POSM Account Name: Kinley
Day 40: Created deck for
KINLEY- POSM
Changes in creative
Account Name-
TerraPay, Georgia
Day 41: Get the changes done
by studio persons in brochure of
Georgia and pamphlet of
TerraPay.

~ 55 ~
Name: Vipul Dinodia
Location: Gurugram
On the Job Training
(Give Details)
Assigned
Learning from the
Work accomplished
Research on the new
account
New Account
Day 43: Researched and
suggested Brand Names for a
new account which deals in
online sale & purchase of cars.
Day 44: Checked the availability
of suggested brand names.
Changes in creative Account Name: Georgia
Day 45: Done some changes in
the brochure of Georgia.
Day 46: Done some changes in
the brochure of Georgia.
New Creatives
Account Name:
TerraPay
Day 47: Briefed studio person
about the creative to be designed
for a leaflet.

~ 56 ~
Name: Vipul Dinodia
Location: Gurugram
On the Job Training
(Give Details)
Assigned
Learning from the
Work accomplished
New Creatives (contd.)
Account Name:
TerraPay
Day 50: (a) Collected the
creative of leaflet and forwarded
to senior & client for approval.
Day 51: Briefed studio person
about the creative to be designed
for Eid Emailers.
Day 52: Collected the Eid
Emailer creatives and forwarded
to senior and client for approval.
Day 53: (a) Briefed studio
person about the creative to be
designed for web banners.
(b) Briefed studio person about
the changes requested by client
in leaflet.
Day 54: (a) Briefed studio
person about the creative of Eid
Emailers to be adapted for social
media.
(b) Delivered the adapted
creatives for social media to
client.
(c) Collected the Web Banners
and forwarded to client for
approval.

~ 57 ~
Annexure II- Mid-Evaluation Form

~ 60 ~
Annexure III- Final-Evaluation Form

Study of Account Management Process

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