A PROJECT

ON

Effective marketing strategy and customer attention towards Advertisement

IN
PROSELL FIELD MARKETING PVT.LTD.

Submitted in partial fulfillment of requirement of PGDM (marketing) Project Tenure 2 Months

UNDER THE GUIDANCE OF

Mr. GAURAV PANT

(Company Guide)

Dr. Prof. ATHAR ALI

(Faculty Guide)

SUBMITTED TO:Dr. Prof. ATHAR ALI Faculty

Submitted by ANKIT SHARMA PGDM- 2010 - 2012

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AKNOWLEDGEMENT
Acknowledgement is not only a ritual but also an expression of indebtness to
all those who have helped in the preparation process of the project.

I take this opportunity to sincerely thank Mr. GAURAV PANT, Project Manager, PROSELL Field & Marketing Pvt. Ltd. for seeking confidence in me to do this project. I also take great pleasure in expressing my sincere thank to my project guide as well as faculty guide Mr. ATHAR ALI for his continuous inspiration and guidance throughout the project. I would like to take this opportunity to thank Mr. VIBHU & MOHD. ILYAS , Trainers, PROSELL Field & Pvt. Ltd. for the full support and cooperation offered.. I would like to thank all the members of the different verticals (MR. AKHSAT AND ABHINAV GOYAL) for providing me the information about the working in their departments and giving me the opportunity of working in different projects during my training in the company. Last but not the least I would also like to thank all saloon owners of Delhi NCR area for their support and cooperation

DECLARATION

I, Ankit Sharma, studying in the fourth trimester of Post Graduate Diploma in Management, in the academic year 2010-12 at Business School of Delhi, (AICTE approved), Greater Noida (Uttar Pradesh), hereby declare that I have completed the project titled, Effective marketing strategy and customer attention towards advertisement as a part of the course requirement for Post Graduate Diploma in management, Business School of Delhi. I further declare that the information presented in this project is true to the best of my knowledge.

CONTENTS
1- Executive summary 2- About the company 3- Company clients 4- Company existence area 5- Company working area 6- My working area 7- Area of interest 8- Companys performance 9- Companys SWOT analysis 10-Project SWOT analysis 11- Company marketing strategy 12- Threat force of company 13- Competitors threats 14- Lacuna in marketing strategy 15- Companys strong point 16- My penetration area 17- MY penetration area 18- Analysis 19- Conclusion and finding 20- Recommendation 21- Bibliography 22- Appendix 5 7 10 11 17 18 22 23 26 29 31 32 36 38 39 41 42 43 69 72 73 74
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Progress is a continuous process. It is relative and absolute. We cant stop at a certain destination and declare that target has achieved and we need not go further. The summer training programs are designed to give the manager of the future, a feel of the corporate happening and work culture. These real life situations are entirely different from the simulation exercise enacted in an artificial environment inside the classroom and it is precisely because of this reason that this summer training is a bridge between the institute and organization. Summer training program made us to understand how theoretical knowledge will be applied in practical field. It exactly in this context that I was privileged enough to Joined prosell field marketing on 9th of June 2011, as a summer trainee. The experience that I have gathered in over the past two months has certainly provided me with an orientation, which I Believe will help me handle any assignment successfully in future.

This project helped me to get the deeper understanding of the process of promotional sales marketing. Main objective in undertaking this project is to supplement academic knowledge with absolute practical exposure to day to day functions of the sector.
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Promotional sales marketing which is the topic of this project refers to an assessment of the viability, stability and profitability of a business. This important analysis is performed usually by marketing professionals in order to prepare new marketing strategy of advertisement. These reports are usually presented to top management as one of their basis in making crucial business decisions. During the summer training period at prosell, I had close connection with preparation of sales marketing and also their analysis which was made by professionals in the marketing team of the company. This experience was an emphasis on the importance of these Ratios which could be the roots of decisions made by management that can make the company. So, I was influenced to allocate the aim of this project to study the details about these marketing and their possible effects on the decisions made by not only people inside the company but also the outsiders such as investors.. At the end of the project, I have made some suggestions based on findings on the study.

About the company:

Prosell is one of Indias fastest growing retail marketing companies. Founded in 2006 by professionals who had worked in industry and earlier graduated from the Indian Institute of Management, Calcutta prosell is on a mission to be the best in retail industry. A lot of world-class companies have expressed their confidence in its vision, with the result that it is now a sprawling company with over 3000 employees, a footprint that covers over 300 cities in India and offices in Delhi, Mumbai and Bangalore. On 30th May, 2011, the Directors of Prosell Field Marketing Private Limited and Channelplay Consulting Private Limited have agreed to merge the two companies into a single entity which will be called Channelplay Consulting Private Limited. Channelplay was founded by Sundeep Holani, Tushar Chauhan and Suhas Mishra in 2006 with a vision to be Indias leading retail marketing company. Over time, as Channelplay saw its business diversifying into various business verticals, the management decided to create separate brands for different types of businesses. Prosell Field Marketing Private Limited was started in 2008 for conducting all of the manpower intensive field execution businesses like ISD programs and Merchandizing while Channelplay was increasingly involved in consulting, training and retail intelligence work.
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Both companies have grown well and have become well-known and respected players in Industry and between them work with some of the worlds biggest mobile phone, PC and consumer goods companies. Both combined had over 43 crores in 2010-11 revenues and a team of over 2500 professionals. As we enter the next phase of growth, the management recognizes that we need to not only continue working on our core competencies, but it is also very important for us to build a strong brand that will help us in relationships with all stakeholders clients, employees and partners. We have thus decided to merge the two companies into a single entity which will operate under the Channelplay name. The merger process is a long-winded one, and shall be completed in compliance with all laws and rules. However, all employees of Prosell will assume Channelplay related business identities immediately

Work culture

At Prosell, it is believed that our work is only a reflection of our organizational DNA and how we feel about ourselves and our work as a company. Guided by this belief, Prosell has worked methodically and passionately to infuse its work culture with a vibrant and resonating On the Go vibe. With a team force composed primarily of young and energetic domain specialists, Prosell channelizes their raring energy by giving them adequate responsibility resulting in challenging workloads and a steep learning curve. But while the vibrant work culture at Prosell reels with high responsibility riding on an energetic work force, an evaluative performance based environment is maintained by linking career growth to measurable performance. The above work culture is an ideal mix of energy, responsibility and performance evaluation which translates into an impactful and sincere workforce treating the clients business objectives as their own.

Companys clients

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Company working area

Experiential marketing
How many times have you really managed to measure the quality of experiences you offered to your audience? While you may have immediate sales achieved, photographs of the activity and other reports, you end up wondering if the exercise would have any long term impact. While the domain of experiential marketing is such that it is rather difficult to capture the short term and long term impacts of the experience offered to the audience, Prosell has successfully managed to add measurability to the impact of its experiential marketing capability. For one, the leads information is captured and maintained very closely by employing advanced analytics. Also, the customer spending before and after the activity is tracked closely, thus leading to an accurate measurement of the impact of the experience. At the resource level, the past performance of temporary promoters is tracked very regularly and only the high performing promoters are engaged for further assignments.

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So when you engage Prosell to create an experience for your audience, you dont need to wonder if the exercise had the desired impact, you know it.

Training

Maintaining a strong grasp on the effectiveness measurement of its training capabilities, Prosell employs a scientifically developed trainee assessment module providing an accurate reflection of the trainee skills competency before and after the training. An online evaluation tool further adds to the training effectiveness by capturing a clear measurement of the objective skills imparted.

Sales force outsourcing

To evaluate the effectiveness of capability, all sales information is mobile based reporting systems. information visible on a real time information is beyond tampering. Prosells sales force outsourcing communicated through online and Not only does this make the basis, but it also ensures that the
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To further ensure the correctness of sales information provided, the product codes are captured and matched against databases, a sample set of the customers are tele-called, and a dealer calling exercise is also undertaken to gather actionable feedback. Serving as a supporting framework is a CRM system which enables capturing of leads and management of different steps of the sales funnel, thus lending an end to end control on the same.

Visual merchandizing
The evaluative mindset which defines Prosells unique advantage spreads to multiple aspects within its visual merchandising capability. For one, a strong measurement system ensures that there is a strong compliance to the beat plans defined for its work force. The quality of merchandising is also captured in the form of quantification of the visibility share delivered. Adding a layer of authenticity to the measurable reported, all data is captured through mobile reporting devices in a manner that makes it
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tamper proof. A photo report for every activity is provided on a real time basis, while also capturing the geographical location of activity execution. In an economy where any number of products are jostling for space on a single shelf, your product needs to stand out from the crowd. When the customer faces an array of products, you cant wait for her to pick out your product. Instead, your product should approach the customers mind space actively by being presented in a manner which is striking and visually appealing. Prosell is equipped to deliver exactly that, and more. Prosells ability to deliver a comprehensive visual merchandising experience is led capably by its team of highly trained visual merchandisers spread across top 200 Indian cities. Equipped with state of the art mobile reporting applications, this expert team brings to its clients a huge advantage in the form of store profiles and relationships with more than 10,000 retailers across India. Serving as a strong and focused framework for the operations of this highly specialized team is Prosells centralized IT infrastructure which enables sharp team management, maximizes productivity and provides complete visibility to the clients. So when you need your products to rise above the clutter and be seen, choose Prosell.

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POS Placement
The best of strategies are often thwarted by below par execution at ground levels. With Prosell, foolproof strategies are not thwarted, but accentuated by excellent execution levels. The POS placement capability of Prosell is one such shining example. While the capability delivers visually appealing and highly relevant placement of Soft POS such as posters, danglers and other temporary materials, this ability stems from the fact that Prosells merchandising team is well trained on merchandising science and hence delivers maximum quality of visibility at store. The above is ably supported by Prosells cutting edge merchandising system which uses mobile phone based interface for merchandisers to give real-time control and visibility over the operation. Some of our Clients who have benefitted from Prosells POS Placement Capability: Sony Ericson: Weekly Coverage of over 4000 stores across 30 cities in India Dell: Monthly Coverage of over 1200 stores across 150 cities in India
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Microsoft: Monthly Coverage of 300 stores across 8 top cities in India

Kiosks and store display

To a customer, a Kiosk you set up may be a reflection of how good or bad your business is. Equipped ably to create, design and manufacture complete stores, store display units(SIS) and kiosks for events & exhibitions, Prosell ensures your Kiosks and Store Displays are perceived as shining examples of your Business excellence. While having owned manufacturing facilities in Delhi & Mumbai and vendor tie-ups in all major locations to deliver a single-touch solution across India, Prosell also maintains healthy relationships with top 5000 retailers of Mobiles, IT and Consumer Electronics, making it easier get preferred spaces in the store. While this cutting edge capability is deployed by Prosells teams, an Online System ensures complete visibility into the deployment process and post deployment life cycle. Some shining examples of how this capability has been brought into play for some clients: Fabrication of SIS Units for Sony Ericsson Complete Design & Development of Toshiba Exclusive Stores
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Maintenance & Refurbishment of Sony Ericsson Exclusive Stores across India Design and Development of SIS for Microsoft Windows Phone

Mystery shopping and audit

Prosells mystery shopping and audit capability is closely measured and tracked via multiples tools adopted. As a basic measure, compliance to the defined beat plans is ensured very stringently. To minimize any instances of false reporting, the geographic location of the mystery shopper is tracked. Also, in each audit, photographic evidences are generated lending authenticity and supervision to the process. Employing cutting edge scientific tools, a statistical analysis of audit results is also undertaken by Prosells expert analysts leading to identification of any auditor bias or non-compliance instances.

Company existence area:

Over 3000 employees Offices in 4 metros (Delhi, Mumbai, Kolkata, Chennai)
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Warehouses in 25 cities Permanent Employees presence in 125 cities Vendor ties up in top cities for: Print & production Temporary manpower

My working area:
We are working on the project of style media. This project is related to the advertisement and promotion in the saloon of the higher class. Style media outsource prosell company for running same concept in Indian saloons. Style media is an European multinational company. This company starts with retail marketing and idea promotional marketing & advertising. In Europe this company introduce new promotional marketing concept in saloon & in primary stage this concept was so successful and later on company grow on this concept with other country to make a brand image. This company mainly advertises FMCG products in saloons. Recently style media enter in Indian. Style media is operating its business in many countries of Europe like Romania, Bucharest etc. the project which is related to advertisement in saloon is running in more than 6000 saloons in Europe by style media.

Saloon style USP:18

1. In your face- The advertising is positioned in your prospects line of sight. - The advert cannot be missed by any customer of the saloon because of its position. - The advert is in constant view, within 50cm.of the centre mirror.

2. Guaranteed view- The customer cannot turn their head. - The same advert is positioned next to every mirror, in every saloon to give a guaranteed view to every customer. - Appearing on an average of three or four times in each saloon, each individual adverts cannot be missed.

3. Length of exposure- The average time for haircut is 30 min. - For the vast majority of this time the customer is facing your adverts.

4. Interactive-

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- We provide the topic! Customers want to talk. Hairdressers want to talk. - Positive environment The customers are open to absorb your message; they come to relax and to be taken care of. - Natural we dont need to motivate the customer to talk about your brand, they do it. - Take away information The customer can receive a voucher, sample or a leaflet.

5. Controlled environment- Samples can be distributed - We can use the time of the customer and the whole space of the saloon. - Market research using saloon staff. - We can tailor make a program to suit your needs. - National or local campaign , you decide.

In my project I had to visit the saloon of high class and done the contract of five years for the space of four A4 size sheet, 50 cm. adjacent to each of the active mirror for advertisement in the saloon .During my work on this project I usually followed three or four steps20

First step
In the first step I used to observed the location where the saloon is located ,its interior, its image in the market because in this project I only had to visit the saloon of higher class .To make sure that the particular saloon comes under our criteria we first look its location then observed that all the facilities are available in saloon like air condition ,fridge, television and the charges they have for hair cutting and saving .after that we asked to saloon owner or manager about the footfalls in their saloon.

Second step
After selecting the saloon for visit we asked to meet the saloon owner or manager or whoever is the authorized person in the saloon if any authorized person is not there we took their visiting card and take appointment from him. Then we told them about the concept and obligation of the saloon owner and the company and terms and conditions of the contracts one by one and if there is any doubt in the mind of saloon owner we solve all the doubts and confusion related to concept.

Third step
After giving the presentation and solving all their doubts and confusion we told them to fulfill some formalities regarding the contract .there are two parts of the contract in the first part we asked them some general information about the saloon like name of the saloon ,its owner name, its address, and the mode of payment in which they are interested and in the second part some data of saloon like their opening days and
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hours ,their footfalls, and other general information which satisfy our criteria.

Fourth step
In the fourth step if any saloon owner wants some time to think we ask him about the time and put it into our follow up list. If any saloon owner is not interested to do with the contract we reject him from our list .If any saloon comes under the chain then we need to go to the head office of that chain of saloon.

My immediate mentor:
Mr.gaurav pant Designation-project manager Area of interest- marketing Achievements Mathematics (H) D.U Post Graduate MBA (Marketing) IBS (Bangalore) Tenure with the Company 1.5 yr Started as Assistant Manager Bangalore now working as Project Manager for Style Media and Tata Docomo project.

My Area of Interest:
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Areas on which we are working are related to the marketing strategy of prosell and style media, saloon owner behavior towards the concept and the prosell, customer attention towards the advertising pannels and the marketing channel adopted by prosell as well as style media.

Companys Performance:

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No. of Clients
16 14 12 10 8 6 4 2 0 2007 2008 2009 2010 2011 No. of Clients

As we can see on the above fig. a performance pattern of the company A growing pattern is there in the fig which shows a great successive future for the company. As the graph is going n upward direction from year 2007 to 2011 which means that the starting or you can say the initial stage of the company shows a good report and performance. Number of clients increasing year by year. Co. is going according to their tag line On the go which states the continuous growth of the company. As you can see that in initial first year they have only 2 clients but now they have 14 clients with their selves. So company has a bright future in this era of globalization.

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presence in cities
140 120 100 80 60 40 20 0 2007 2008 2009 2010 2011 presence in cities

From the above chart we can say that in the initial stage company was not present in the most of the cities because of that it was facing the problems but accordingly they increased their presence so that they can improve distribution and supply chain. After this they able to reduce the cost and increase their profit. To operate this effectively they used wheel and hub model of distribution and to control them they have their offices in the four metros cities of India delhi.mumbai.kolkata.chennai. In the initial stage the presence was in only 25 cities which has reached to 130 cities from 2007 to 2011. Which shows the upward growth of the company

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5000 4500 4000 3500 3000 2500 2000 1500 1000 500 0 2007 2008 2009 2010 2011 Revenue Humen resource

By this figure we can determine that the revenue and the human resource of the company are also increasing year by year this shows that company is developing in all aspects. This graph also shows the high growth rate of the company in terms of revenue and human resource.

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Companys Analysis:

Swot analysis

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Strength
Client base Real time report generation use of it tools Highly qualified and experienced directors and Management (IIM) Young and enthusiastic team average age 30 Strong channel building Two way communication within the organization Friendly and strong communication between superior and subordinate Employees Presence over 130 cities Strong distribution channel and supply chain (wheel and hub model)

Weakness
Company is in initial stage Lack of advertisement and promotion Weak planning process Weak execution process Weak HR Policies Inappropriate organizational structure

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Opportunities
New sector Less competition in the market Huge scope of advertising and promotion Successive future opportunities overseas Will avail further benefits by strong and exclusive clients from the market Vast scope of information technology

Threats
Threat from new entrance Threat from competitors Over Dependency on the clients Poor planning and policies can also delay the success

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Product( concept) Analysis:

Strength
No investment required from the saloon side There are free gifts, samples, discount coupons and prizes for the saloon owner, their staff and for their customers. Earning opportunity from the free space Holidays and Payment is also there for them Not disturbing any contract regarding their profession

Weakness
Payment terms are comparatively very less Style media is an overseas Company; people generally do not believe its marketing strategy. Project is not started in India so people are not sure about it. Four advertising panel adjacent to each minor create problem Project duration is of five years which is too long
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Opportunities
Once the project will start different big names of FMCG will also advertise their product through style media After looking the benefits others saloon will also enter in the contract and will ready to give the space in their saloon also. As the style media will be establish its business in India saloon will get more benefits. Saloon will able to increase footfalls in their saloon Saloon will able to increase their customer loyalty

Threats
As we know that style media is an overseas company so it will follow foreign marketing strategy which may not work in Indian culture It also does not know the behavior of Indian consumer so may face to make the adjustment Others Indian company which better know the behavior of Indian people can adopt this idea and will get the benefits out of it. Style media does not have any office in India so it will face problem in float their operation in India If the project of style media does not work in India the market image and reputation of prosell will also get effected
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Companys marketing Strategy:

Prosell adopt different types of marketing strategies for different proje cts and do thoroughly analysis of the project on which they is going to work .they follow many steps before actually implement their plan. They have also did the analysis and market research for this project and followed many steps accordingly.. 1- First of all they did the research on the behavior of the saloon owner for this they sent their expert team and got the views of the saloon owners. 2- Secondly, they got an idea that how many stores one person can visit in a day. 3- Then they analyzed the conversion ratio means in how many visits a person can get a contract. 4- After that they thought about their costing 5- Then they thought that for this project they need large volume of sales force and they cannot go with the fixed force 6- After thinking about their costing and the requirement of the sales force they made the decision for hiring the interns for this project who are willing to work in the sales. 7- Then they create a pitch and conduct several demo and mock session which helped the interns to actually in which manner they have to give the presentation 8- After these session they sent their expert team member with the interns on the field so that interns may get the feeling of real world
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Threat Force of Company:

Porters 5 forces
Customer Bargaining Power

Threat of New Entrants

Threat from Competition

Threat of Substitutes

Supplier Bargaining Power

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1-Threat of new entrantsAs we know that this is absolutely new concept in the Indian market and this concept is providing the perfect visibility to the customers we also know that advertisement has become very important part for the success of any product or service and all companies want their advertisement to be placed in that place where it can get the perfect visibility. Because this concept is giving the perfect visibility to the advertisement companies will defiantly go with this concept so after knowing this there will be many other companies will come in the market with this concept or may be better than this. Hence prosell has the biggest threat from the new entrants.

2 .Bargaining power of buyers (saloon

owners)This is also a threat for the company because we use the space for the advertisement in the higher class saloon and these types of saloon has big market image in the market. These saloons also do advertising of the product related to their profession and also paid highly for the advertisement. Hence they asked for the better offer and negotiate on the offer. Because of this sometimes they refuse to give the space for the advertisement.

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3. Bargaining power of suppliers (clients)At this time there is no competitor in the market Because this idea is of the style media and this is a unique concept adopted by style media for the advertisement after the research of two year which is very much successful in Europe but in future the competitors will definitely get entry in the advertising industry with this concept and then client will also have the options to choose one of them. Hence they will also bargain on their costing and for getting the contract we will have to compromise on the cost which will be decided by both the parties. Hence the profit of the company will decrease.
.

4. Threat of substitute product (another

concept same or better than this)This is the unique idea of style media to advertise in the saloon but style media does not know the Indian mentality .we know that role of advertisement will be very much important in future so many of the Indian company will come to follow this concept which will give the better benefits and better concept like more benefits for less space and will get more attention of the saloon.

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5. Rivalry among existing firms:

Because this concept is totally new and unique and there is not any company which is working with this concept. Hence at this time there is not any competitor in the market and there is no chance of rivalry from the existing firms

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Competitors Threat:
(WRT consumer & Company itself)

In the time of competitive marketing there is threat from both of environment whether it is internal or external External:- By the consumer As this company is compeletly dependend upon its coustemers or clients so they have to give that service which automatecly makes the consumer to come again and again If they will not provide the service good the consumer or client will move to other competitor They have to work according to the consumer preference which will make interference in their work If they work with a client more than 6 months or year in a single project this can creat loss or can increase cost of the project If the client moves between running project this can make huge loss to the company so the dependency on the client is on peak They have to be innovative all the time to make the consumer or client get attracted towards the project
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Internal:- By company itself As a marketing company they are not that much indulge in their own marketing Human resource policies are not strong to handle the staff and give some kind of motivation factors Planning process should be accurate or otherwise this will make the cost get increase and this can move the project in darkness. They have to analyze the data in a proper and appropriate way so they can work in a efficient and effective way. They have to ensure that project will run and according too that they have to calculate the cost in that manner so they can make sufficient profit out of that.

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Lacuna in marketing strategy:

As a marketing organization they dont have their own fix marketing channel They are not in the first preference in the mind of the consumer. They do not have proper organizational structure thats why there is ambiguity in work. They do not have an alternative plan on the delay or failure of first plan Company works on forecast. They work for the third party so that they cannot modify or improve the concept or work style according to demand or market need.

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Companys strong point:

Client basecompany has a branded and repudiated client base which create a good market image. Their main working areas are visual merchandizing and audit and mystery shopping. Their work with some of their privilege clients are given below:

DELL - Merchandising, hard branding and audit COKE- Distribution SAMSUNGTOSHIBA - Sales force outsourcing, merchandising INTEL SONY- Merchandising LG- Merchandising, Sales force outsourcing BLACKBERRY- visual merchandising TATA DOCOMO-- visual merchandising, hard branding MICROSOFT-Training, visual merchandising NOKIA CARE-Audit, training DELL EXCLUSIVE-Audit INQ- visual merchandising
-Real

time report generation use of it

toolsProsell provide the quick and real time report with the use of information technology tools. they have their strong information technology department where they use different types of software for different types of activities
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Online process
their all the process are done online .with the help of their strong IT department they do all the process online. Some of the software which they use for different types of activities are as follows: Radar (Visual merchandising) Hawkeye (Audit) Francis (Claims)

-young and enthusiastic team average age of thirty (30)Company has the workforce at the average age of thirty. They can work in more energetic way and in less time period. They have desire to learn and always ready to work at any circumstances. Therefore by their young and enthusiastic team company will touch the height of the sky.

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My penetration area:
(Yours marketing strategy according to company)

Company provided us datasheet in which the name and the address of the saloon were mentioned and also they provided us the sales pitch by which we have to sell the concept. Mock sessions were also there to make us fluent and convincible. We were divided into teams and each team should have visited at least 10 to 12 saloons and the conversion ratio should be minimum 20% .so that a team should get at least 2 contract per day. They have also told us how to tackle the some confusing situation .we have to give the information about the concept only to the saloon owner, manager or any other authorized person who can take the decision that they are ready to go with the contract or not because the other staff cannot take the decision and our time will be wastes there. If the saloon owner was not present in the saloon the also provided us a proposal in which the concept was written in the summarized manner and we will have to take the visiting card of them and take the appointment of some another day. We were also provided a information panel which will be placed near by the mirror. We have to show that panel to the owner so that they can get an idea that how it will look after placing.

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My penetration area:
(Marketing Strategy different from company)

We have filtered the datasheet which was provided to us so that we can work in a proper schedule. We crosschecked the datasheet with just dail.com and yellow pages, sulekha.com so that we can get the exact location of the saloon. We also visited those saloons which were not mentioned in our datasheet. We carried our laptops so that we can show them the real look that how the advertisement panel will look and what exactly the idea .we did the secondary research about the company and its project because this project has already started in Europe. we also collect the information about the prosell so that if any query will asked about the company, its client and working area we immediately give them all desired information. We converted that sales pitch into business proposal so that we could get more attention. We also modify the sales pitch according to the status of the saloon and add some examples which support our concept.

We also decided the suitable time of working and also find out that on Thursday and Tuesday we should work actively that will reduce our effort. If we contacted a well known saloon of a particular area we also use the name of that saloon it also helped us a lot to get the contract.

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My Analysis :
OBJECTIVE OF THE STUDY Effective marketing strategy and customer attention towards Advertisement
The study has also other distinct objective as preference towards concept and company. Other factors which attract them are customers increment, loyalty and earning from free space. Need of the study: The project was an attempt to explore the marketing strategy and the customer attention towards the advertisement. The project was started on 09-06-2011 after knowing relevant information about the prosell and the concept of style media. The project started in Delhi region covering all the segment of people. In project we met FIFTY saloon owners and know about their behavior towards advertisement through questionnaire. During our work we found the perception of the people about advertisement, what they get from it , and if they ask about the product which is advertised in front of them and what should be the appropriate strategy for the organization.
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RESEARCH METHODOLOGY
Research Methodology in a way is a written game plan for conducting research. Research Methodology has many dimensions. It includes not only the research methods but also considers the logic behind the methods used in the context of the study and complains why only a particular method or techniques has been used. It also helps to understand the assumptions underlying various techniques and the criteria by which they can decide that certain techniques will be applicable to certain problems and other will not. Therefore in order to solve a research problem, it is necessary to design a research methodology for the problem as the some may problem to problem.

This part focus on the various techniques ,methods and assumption used in this study .It sheds light on the research problem , objective of the study , and also its limitation .The later part explain the manner in which the data are collected ,classified ,tabulated analyzed and interrupted so as to each to conclusive result.

The study is diagnostic nature and thus the overall research design is going to be rigid. The design should provide enough provision for protection against biasness and must maximize reliability.
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RESEARCH METHODOLOGY

Based on the objective of study, it was found that an exploratory and conclusive research will solve the purpose in most effective way. Exploratory research approach was adopted for the study.

Source of data

Considering the research objective and type of research, both primary data and secondary data was decided to be the source of data for the research.

Research method
Survey method was chosen as research method for the data collection

Data collection method

A structured questionnaire was developed as data collection instrument. Thinking about the time constrain of the respondent only closed ended were placed in the questionnaire.
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Data Analysis and Presentation:

SPSS was used for tabulation, data analysis and preparing graph-chart.
Salon Location Cumulative Frequency Valid Residential Shopping Centre High Street Mall Total 5 8 11 6 30 Percent 16.7 26.7 36.7 20.0 100.0 Valid Percent 16.7 26.7 36.7 20.0 100.0 Percent 16.7 43.3 80.0 100.0

In our sample of 30 salon 63.4% i.e. 19 salons are in shopping Centre and high street and a very few are in residential area which are only 16%.

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Do You have any contract with any company related to your profession? Cumulative Frequency Valid Yes No Total 23 7 30 Percent 76.7 23.3 100.0 Valid Percent 76.7 23.3 100.0 Percent 76.7 100.0

In this chart we can find out around 76% of the salon have contract with any company related to their profession. LOreal is the market leader followed by Matrix and O3+ in this category.

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Do you provide any value added service(VAS) to the customers? Cumulative Frequency Valid Every Customer Privilege Customer Only If asked No Total 6 16 5 3 30 Percent 20.0 53.3 16.7 10.0 100.0 Valid Percent 20.0 53.3 16.7 10.0 100.0 Percent 20.0 73.3 90.0 100.0

From the above fig. we can find out that salon owner are providing value added services most of the time to their privilege customers. Services like Tea, Coffee, Cold Drink and etc.

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Are you interested in contract? Cumulative Frequency Valid Yes Want Some Time Total 23 7 30 Percent 76.7 23.3 100.0 Valid Percent 76.7 23.3 100.0 Percent 76.7 100.0

When we approached to the salon owners for the contract most of them said yes they are agree for this advertisement and some of them said they just want some time to think as there were some issues with them regarding contract.

50

Please specify the reason to accept the contract? Cumulative Frequency Valid It will increase customer loyalty It will increase footfall Earning source for free space Becouse of exclusive benefits Others Total Missing Total System 6 3 8 2 23 7 30 20.0 10.0 26.7 6.7 76.7 23.3 100.0 26.1 13.0 34.8 8.7 100.0 43.5 56.5 91.3 100.0 4 Percent 13.3 Valid Percent 17.4 Percent 17.4

After accepting the contract we asked them the key reason behind accepting the contract then out of 30 respondent 34.8% replied because of exclusive benefit and around 26% replied to increase footfall.

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Your Average customer in a month? Cumulative Frequency Valid Less than 500 500 to 1000 1000 to 1500 1500 to 2000 Total 9 14 4 3 30 Percent 30.0 46.7 13.3 10.0 100.0 Valid Percent 30.0 46.7 13.3 10.0 100.0 Percent 30.0 76.7 90.0 100.0

Here the fig. suggest that out of 30 respondent around 47% salon have

500 to 1000 customers in a month and 30% are having below 500 customers and rest of them have more than 1000.
52

How often do customers visit the salon? Cumulative Frequency Valid More than once a month Once a month Once every month & Half Once every 2 month Total 9 9 10 2 30 Percent 30.0 30.0 33.3 6.7 100.0 Valid Percent 30.0 30.0 33.3 6.7 100.0 Percent 30.0 60.0 93.3 100.0

In the above fig we came to know around 60% people goes to salon once or more than once in a month.

53

What would be the suitable day to get your appointment? Cumulative Frequency Tuesday Thursday Valid Saturday Total 3 30 10.0 100.0 10.0 100.0 100.0 14 13 Percent 46.7 43.3 Valid Percent 46.7 43.3 Percent 46.7 90.0

Here we found that suitable day for getting a contract done is most likely Thursday and Tuesday both days acquire area of 90% in the response. So it will be better to work more actively on both of the days.

54

Does the customer get attracted towards the advertisement? Cumulative Frequency Valid Always Frequently SomeTimes Very Few Total 12 9 7 2 30 Percent 40.0 30.0 23.3 6.7 100.0 Valid Percent 40.0 30.0 23.3 6.7 100.0 Percent 40.0 70.0 93.3 100.0

In this fig. we came to know an exciting part which states that 70%of the customers get attracted and approaches towards the advertisement frequently and always.
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Customer Liked advertisement in the salon? Cumulative Frequency Valid Liked a lot Liked Neither liked no disliked Disliked Total 11 13 5 1 30 Percent 36.7 43.3 16.7 3.3 100.0 Valid Percent 36.7 43.3 16.7 3.3 100.0 Percent 36.7 80.0 96.7 100.0

80% of the customers Liked or liked a lot the advertisement in salon and only 4% of people are not in favour of this innovative idea to advertise in salon
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Did customer remember any advertisement in the salon? Cumulative Frequency Valid Yes No Total 19 11 30 Percent 63.3 36.7 100.0 Valid Percent 63.3 36.7 100.0 Percent 63.3 100.0

Here we got to know that from among the 30 respondents 64% i.e.19 saloons owner said that customer remember the advertisement in the saloon.

57

Did customer remember adverts for a specific FMCG brand in the salon? Cumulative Frequency Valid Immediate Overall spontaneous Recall Aided Recall Total 11 12 7 30 Percent 36.7 40.0 23.3 100.0 Valid Percent 36.7 40.0 23.3 100.0 Percent 36.7 76.7 100.0

Something interesting came out from the above fig.which states that around 77% saloon has the view that customers has immediate recall and overall spontaneous recall of the advertisement
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Would customer welcome receiveing a sample of an FMCG product? Cumulative Frequency Valid Defiantly Yes Rather Yes Rather no Total 8 17 5 30 Percent 26.7 56.7 16.7 100.0 Valid Percent 26.7 56.7 16.7 100.0 Percent 26.7 83.3 100.0

From this fig.we can observed that 83.3% of the saloon owner said that people would welcome to receive the sample of the FMCG product.

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Chi-Square test -1

H0: Experience of salon and No. of customer are independent of each

other

H1: Experience of salon and No. of customer are dependent of each

other
Note- Since data related to two different attribute is collected (it appears from marketing prospective therefore chi-square as test of independence is indicated)
Case Processing Summary Cases Valid N For how many years you are in this field * Your Average customer in a month? 30 Percent 100.0% N 0 Missing Percent .0% N 30 Total Percent 100.0%

For how many years you are in this field * Your Average customer in a month? Crosstabulation Count Your Average customer in a month? Less than 500 For how many years you are in this field Less than 3 years 3 to 6 years 6 to 9 years More than 9 years Total 8 1 0 0 9 500 to 1000 0 11 3 0 14 1000 to 1500 0 0 1 3 4 1500 to 2000 0 0 2 1 3 Total 8 12 6 4 30

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Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 49.058
a

Df 9 9 1

sided) .000 .000 .000

49.427 20.966 30

a. 15 cells (93.8%) have expected count less than 5. The minimum expected count is .40.

SPSS Output : 1. First table shows that there is no missing data. 2. Second table shows that the cross tabulation between experience of salon and No. of customers. 3. From the third table Pearson chi-square significance value of two tail test .00 which is very much less than alpha=.05 Therefore reject H0 and accept alternate hypothesis which is H1 Hence salon which has more experience also has more customer footfall.

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Correlation

H0: Experience of salon and No. of customer are not correlated H1: Experience of salon and No. of customer are correlated
Correlations For how many years you are in this field For how many years you are Pearson Correlation in this field Sig. (2-tailed) N Your Average customer in a month? Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 30 .850
**

Your Average customer in a month? 1 .850

**

.000 30 1

.000 30 30

From the above SPSS output it is clear that coefficient of correlation r between Salon experience and customer footfall is .850 i.e. there is strong positive correlation. i.e. coefficient of determination is .7225 this implies that about 72.25% variation in the dependent variable can be explained by independent variable 27.75% unexplained variables. Two tailed significance value = 0 which is less than .01 therefor reject H0 and accept

H1
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Chi-Square test -2

H0: Customer approach and customer liking advertisement are

independent of each other

H1: Customer approach and customer liking advertisement are

dependent of each other
Note- Since data related to two different attribute is collected (it appears from marketing prospective therefore chi-square as test of independence is indicated)

Case Processing Summary Cases Valid N Does the customer approach towards the advertisement? * Customer Liked advertisement in the salon? 30 Percent 100.0% N 0 Missing Percent .0% N 30 Total Percent 100.0%

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Does the customer approach towards the advertisement? * Customer Liked advertisement in the salon? Crosstabulation Count Customer Liked advertisement in the salon? Neither liked no Liked a lot Does the customer approach Always towards the advertisement? Frequently SomeTimes Very Few Total 10 1 0 0 11 Liked 2 8 3 0 13 disliked 0 0 4 1 5 Disliked 0 0 0 1 1 Total 12 9 7 2 30

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 44.891
a

df 9 9 1

sided) .000 .000 .000

39.109 21.804 30

a. 15 cells (93.8%) have expected count less than 5. The minimum expected count is .07.

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SPSS Output : 1. First table shows that there is no missing data. 2. Second table shows that the cross tabulation between experience of salon and No. of customers. 3. From the third table Pearson chi-square significance value of two tail test .00 which is very much less than alpha=.05 Therefore reject H0 and accept alternate hypothesis which is H1 Hence if a customer likes the advertisement in the saloon will approaches towards the advertisement.

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Correlation-2

H0: Customer approach and customer liking advertisement are not

correlated

H1: Customer approach and customer liking advertisement are

correlated
Correlations Does the customer approach towards the advertisement? Does the customer approach Pearson Correlation towards the advertisement? Sig. (2-tailed) N Customer Liked advertisement in the salon? Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 30 .867
**

Customer Liked advertisement in the salon? .867

**

.000 30 1

.000 30 30

From the above SPSS output it is clear that coefficient of correlation r between Salon experience and customer footfall is .867 i.e. there is strong positive correlation. i.e. coefficient of determination is .7516 this implies that about 75.16% variation in the dependent variable can be explained by independent variable 24.84% unexplained variables. Two tailed significance value = 0 which is less than .01 therefor reject H0 and accept

H1
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Chi-Square test -3

H0: Remembering the FMCG add and welcome to receive FMCG

sample are independent of each other

H1: Remembering the FMCG add and welcome to receive FMCG

sample are dependent of each other
Note- Since data related to two different attribute is collected (it appears from marketing prospective therefore chi-square as test of independence is indicated)

Case Processing Summary Cases Valid N Did customer remember adverts for a specific FMCG brand in the salon? * Would customer welcome receiveing a sample of an FMCG product? 30 Percent 100.0% N 0 Missing Percent .0% N 30 Total Percent 100.0%

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Did customer remember adverts for a specific FMCG brand in the salon? * Would customer welcome receiveing a sample of an FMCG product? Crosstabulation

Would customer welcome receiveing a sample of an FMCG product? Defiantly Yes Did customer remember adverts for a specific FMCG brand in the salon? Aided Recall Total 0 8 3 17 4 5 7 30 Immediate Overall spontaneous Recall 5 3 Rather Yes 6 8 Rather no 0 1 Total 11 12

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases a. 13.006
a

Df 4 4 1

sided) .011 .008 .002

13.883 9.669 30

7 cells (77.8%) have expected count less than 5. The minimum expected count is 1.17.

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SPSS Output : 1. First table shows that there is no missing data. 2. Second table shows that the cross tabulation between experience of salon and No. of customers. 3. From the third table Pearson chi-square significance value of two tail test .011 which is less than alpha=.05 Therefore reject H0 and accept alternate hypothesis which is H1 Hence if a customer remember the advertisement of FMCG product it will also welcome to receive the sample of FMCG product.

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Correlation-3

H0: Remembering the FMCG add and welcome to receive FMCG

sample are not correlated

H1:

Remembering the FMCG add and welcome to receive FMCG sample are correlated

Correlations

Would customer

Did customer

welcome receiveing a remember adverts for sample of an FMCG product? Would customer welcome receiveing Pearson Correlation a sample of an FMCG product? Sig. (2-tailed) N Did customer remember adverts for a specific FMCG brand in the salon? Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 30 .577
**

a specific FMCG brand in the salon?

.577

**

.001 30 1

.001 30 30

From the above SPSS output it is clear that coefficient of correlation r between Salon experience and customer footfall is .577 i.e. there is positive correlation. i.e. coefficient of determination is .3329 this implies that about 33.29% variation in the dependent variable can be explained by independent variable 66.71% unexplained variables. Two tailed significance value = .001 which is less than .01 therefor reject H0 and accept

H1
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 Conclusion:
Findings: Most of the salon are in shopping Centre and high street Most of the salon have their advertisement contract with one or more than one company related to their profession LOreal Matrix and O3+ are the popular brands in this sector Most of the salons provide value added services like tea, coffee, cold drink to their privilege customers or if asked by customer There are some reason like increase customer loyalty increaser footfall and exclusive benefit Effective and efficient working day for getting a contract done would be Thursday and Tuesday Most suitable timings are between 12noon to 6 pm to work On the basis of findings we came to know that we can place panels in waiting area also because average customer spends time in waiting area around 20-30 min. People visits the salon more than once or once in a month mostly Customer likes this innovative idea of placing advertisement in salon Most of the people are agree and in favour to advertise in salon Almost every customer remember the advertisement of FMCG brands and welcome receiving the sample of it Salon which has more experience also has more customer footfall. If a customer likes the advertisement in the saloon will approaches towards the advertisement.

If a customer remember the advertisement of FMCG product it will also welcome to receive the sample of FMCG product.

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Limitation:No project is without limitations and it becomes essential to figure out the various constraints that we underwent during the study. The following points in this direction would add to our total deliberations: We did not get complete feed from the respondent about the question as they were busy in their work. Availability of respondent was often a great concern as they are quiet busy as their assign task. The survey was based on completely random sampling .so there is always a chance of error up to a certain limit. Sincerity of answering the question cannot be judged. The behaviour of the customer while approaching them to fill the questionnaire was unpredictable. The shortage of time was another constraint of the study. Lack of customer cooperation was a major constraint. The study is based on limited knowledge and information provided by the marketing personnels and respondents who were available for filling up the questionnaire form. The size of the sample is restricted to30 looking to the nature of the study and due to time and money constraints relatively smaller sample was chosen thus the results drawn may be may be different from the opinion of the universe. The time of two months is very less for covering all the aspects of the project. Very less time was there for interacting with the corporate clients. Keeping in mind these constraints, best efforts were made to represent the whole view of the strategies prevailing in the telecom sector.

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Recommendation: As seeing the acceptance of this concept in metro cities, company should also focus on other cities. Contract should include the stamp and signed of the official of PROSELL. Contract should include List of companies. Strongly active days should be Thursday, Tuesday and Saturday. Timings should be 12 to 6pm. Should work on the HR policies. More actively should work on the most suitable timings. Contract should look more official and more attractive. Should work on their own Marketing. A proper marketing research should be there. As LOreal and Matrix are the leader company can get the contract with them also about retail marketing. They should adopt better marketing techniques to increase awareness among the customers. Company should also think about the advertisement in the waiting area of the saloon. Flexibility should be there in the contract to gain the more saloons. Company should place the advertisement according to the status of saloon. To avoid the competition company should not delay the project.

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BIBLIOGRAPHY
www.channelplay.in www.ProSell.in www.wikipedia .org www.facebook.com/channelplay

REFERENCE BOOKS: Research methodology(2010),R .Pannerselvam PHI Learning Pvt. Ltd,NewDelhi.,Eighth edition. Research methodology(2010),ZIGMUND PHILIP KOTLER (2009) Marketing Management Prentice Hall Pvt. Ltd,NewDelhi,Millenium edition.

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6th Floor, Tower 2, Pearls Omaxe, Netaji Subhash Place, Delhi - 110 088, India

Dear Sir/Madam,

Effective marketing strategy and customers attention towards advertisement

Please help me to better understand and analyze the topic by completing the survey below.
Personal Details Salon Name: ___________________________________ Contact number (Optional):

Salon Type: Gents Salon

Ladies Parlour

Unisex Salon

Salon Location:

Residential

Shopping centre

High Street

Mall

Questionnaire
Q1: For how many years you are in this field? A) < 3years B)3-6Years C)6-9Years D) >9Years

Q2: Do you have any contract with any company related to your profession? A) Yes B) No

Q3:If yes then company name?

A) LOreal E) O3+ B) Matrix C) Lakme D) Schwarzkopf

F) Others_________________

Q4: Do you provide any value added services (VAS) to the customers? A) Every Customer B) Privilege Customer
C) Only if asked D) No
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Q5: Are you interested in contract? A) Yes B) No C) Want some time

Q6: Please specify the reasons to accept the contract?

A) B) C) D) E) It will increase customer loyalty It will increase footfall Earning Source from free space Because of Exclusive Benefits Others Please specify___________________

Q7: Please specify the reasons for not accepting the contract?
A) B) C) D) E) F) Does not want to spoil the decoration Does not want any advertising Too many frames per mirrors Not Enough cash money Does not want to make contract with a overseas company Others Plz specify_________________

Q8: Your average customers in a month?

A) <500

B)500-1000 E) >2000

C)1000-1500

D) 1500-2000

Q9: Are you Seven Day open? A) Yes

B) No, Tuesday closed

Q10: What would be the suitable day to get your appointment? (Tick any two options)
A) Sunday B) Monday C) Tuesday

D) Wednesday E) Thursday F) Friday

G) Saturday

Q11: Peak Hours of day? (Tick any two options)

A) 10am to 12Noon B) 12pm to 2pm

C)4pm to 6pm D)From 6pm to closing

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Q12: What is the average time a customer spends in your salon?

A) Less than 30 min B) 30 min to 1hr.

C) 1 hr.to 1hr30min D) More than 1hr30min

Q13: Average service time (Shave and haircut)?

A) 15min to 30min B) 30min to 45min

C)45 min to 1hr D)1hr. and above

Q14: Does the customer get attracted towards the advertisement?

A) Always B) Frequently C) Sometimes

D)Very Few E)Rarely

Q15: How often do customers visit the salon?

A) More than once a month B) Once a month C) Once every month & half

D)Once every 2 months E)Once every 3 months F)Less often

Q16: Customer liked the advertisement in the salon?

A) B) C) D) E)

Liked a lot Liked Neither liked nor disliked Disliked Disliked a lot

Q17:Did customer remember any advertisement in the salon?

A) Yes

B) No

Q18: Did customers remember adverts for a specific FMCG brand in the salon?
A) Immediate recall B) Over all spontaneous Recall C) Aided Recall

Q19: Would customers welcome receiving a sample of an FMCG product?

A) Defiantly Yes B) Rather Yes

C)Rather No D)Defiantly No
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