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1. A
PROJECT REPORT
ON
“MARKET OPPORTUNITY ANALYSIS IN PUNE”
FOR
MALHAR COMMUNICATIONS
SUBMITTED TO UNIVERSITY OF PUNE
IN PARTIAL FULFILMENT OF 2 YEARS FULL TIME COURCE
MASTERS IN BUSINESS ADMINISTRATION (M.B.A)
SUBMITTED BY
PUNAM LANDE
(BATCH- 2006-2008)
Bract’s
Vishwakarma Institute of Management,
Kondhawa Pune-411014
1

2. ACKNOWLEDGEMENT
I express great pleasure in introducing my project report titled “Market Opportunity
Analysis in Pune for Malhar Communications”.
I take this opportunity to express my most sincere and heartfelt gratitude to Mr.
Naresh Shimpi ( Branch Manager) and Mr. Anup Agarwal (Sr. Marketing Executive)
of Malhar Communications, Pune, for providing me with a wonderful opportunity to
execute this project in their esteemed organization and for patiently mentoring and
guiding me throughout the project. This project would not have been successful
without the precious guidance of our director Dr. Sharad Joshi & my project guide
Mr. Mahesh Halale, to whom I express my sincere gratitude and all those who have
helped me directly and indirectly. Moreover, I would also like to thank all the
employees of Malhar Communications, Pune for their constant support and help.
PUNAM LANDE
2

3. CERTIFICATE
This is to certify that Ms. Punam Lande has successfully completed her
summer project titled “Market Opportunity Analysis in Pune for
Malhar Communications” in partial fulfillment of Masters in Business
Administration (MBA) degree course of University of Pune for the
academic year 2007-2008.
Dr. Sharad Joshi Project Guide.
Director, VIM, Pune. Mr. Mahesh Halale
CONTENTS
3

4. Sr.No Description PAGE NO.
1. EXECUTIVE SUMMARY
2. OBJECTIVE AND SCOPE OF
PROJECT
3. COMPANY PROFILE
4. THEORETICAL BACKGROUND
5. RESEARCH METHODOLOGY
6. RESEARCH ANALYSIS
7. FINDINGS
8. LIMITATIONS
9. CONCLUSION &
RECOMMENDATIONS
10. BIBLIOGRAPHY
ANNEXURE
EXECUTIVE SUMMARY
4

5. EXECUTIVE SUMMARY
The objective of the project is to determine the Profitable Business Opportunities in a
specific market segment. The project was carried out for Malhar Communications,
Pune.
The company has been thinking of providing its services in a specific market segment
of Educational Institutes in Pune. Hence the project was carried out to determine the
opportunities available for the company to enter the untouched market segment.
The region selected for the survey was Pune as there are numerous educational
institutes here.
The institutes selected for sample size were segmented according to the degree
programs offered and size of the respective institutes.
The data collected during the project was secondary as well as primary data. The
secondary data was collected to create the database of the survey. The sources used
5

6. for secondary data are various magazines, governmental & non-governmental
publications and internet. Some website regarding information on educational
institutes was also visited to get the information particular sector.
Primary data was collected through the questionnaire filled by educational institute
visited. The analysis was carried out on the basis of the information obtained from
questionnaire. The business opportunities were estimated by some assumptions for the
services offered by the organization.
From the analysis it is concluded that the company has a good potential for generating
business in educational institutes segment.
After undergoing the project it is understood that even the analysis shows good
potential for its services, to make it practical, the company has to arrange some
awareness programs such as tangible demonstrations, exposing the services in
exhibitions, etc.
6

7. OBJECTIVE AND SCOPE OF THE
PROJECT
7

8. OBJECTIVE AND SCOPE OF THE PROJECT
THE OBJECTIVES OF THE PROJECT ARE:
The main objective is to identify the market opportunities for Ad services in
educational institute segment. Following are the details
1. Comparative Analysis:
To make comparative analysis of services offered by Malhar Communication,
with respect to its competitors
2. Customer Analysis:
Need assessment of targeted customer studying their budget, timing &
frequency of ad
3. Competitors Analysis:
To identify the major players in target market and to know the current scenario
of Competition
8

9. SCOPE OF THE PROJECT
• The project was carried out specifically in Educational Institutes
• The services selected for the project was Print, press, Outdoor, Radio,
Television, Advocacy & Internet
• The region selected for operations is Pune.
• The sample size of 30 is selected for the survey for the survey of Educational
Institutes
• The sample size of 10 is selected for the survey of competitors
9

10. COMPANY PROFILE
10

11. COMPANY PROFILE
Malhar communication has a very humble beginning was in 1981 with a small design
& printing shop in Jalgoan region. Within a very short span of time they become a
leading as well as highly creative player in advertising field. And now they have
completed 25 years of devotional services
To cater the growing advertising needs of local business houses in 1990 they are
entered into advertising field. The words “creativity”, “copy”, “imagination”,
“colour” & “art” are lived freely under one common roof of Malhar.
Malhar got INS (Indian newspaper society accrediation) in April 2002.today Malhar
is the only advertising agency in khandesh region & second in north Maharastra
having INS accreditation. There also their creative resources made them to emerge as
no advertising player I khandesh region
Now the Malhar want to diversify there business geographically in Pune, Nashik &
Dhule with the same effort as earlier. their close associates are “Malhar offset
pvt.Ltd”;”CMYK press” & “Tatkal digital offsets”
INS ACCREDIATION
INS was established in 1939 & it celebrated its diamond jubilee in 1999.it is the
society of media formed to promote their common interests.
It provides accreditation to advertising agencies which entitles the agencies to receive
15% commission from media & a period of credit
VALUES OF MALHAR:
Values are the cornerstones of Malhar Group these value express spirit, the very
reason of existence
• Service Excellence
• Team Work
• Creativity
• Commitment
• Challenger Spirit
11

12. MEDIA & SERVICES
What Malhar Do?
Print
In- house bulletined, annual reports, posters, leaflets, danglers, broachers, catalogues,
calendar, office stationary, greeting cards etc
Malhar offers best design services from corporate identity to point of purchase to
stand apart & be ahead in competition
There two decades of deep experience helps them to promote cost effective design &
production solutions
Press
News papers, magazines
Malhar has well established relationship with the publication houses. added to this the
qualified staff, designer & excellent managerial skills allow Malhar to organize &
campaign in press at high professional level
Outdoor
Hoardings, wall paintings, display sign, bus panels, vehicle-design, stall-design
Malhar is well experienced in outdoor media to deliver maximum outcomes to brand
Malhar’s creative team is always strive to innovate new way of outdoor
Advocacy (Event)
Stage-shows, road-shows, seminars, workshops, trade& fare shows, sponsorships,
advertising campaigns, product launching, product promotion, store-interiors
Varied events have been successfully organized by Malhar, leaving a long creative
impression. it maybe product launching or dealer meet or even special purpose events
The Malhar group is known to create the most interesting & even off beat atmosphere
to communicate the required message
Television
Ad films, scroll ads & sponsorships
12

13. The team of professionals, in-house studio &experience help us to cater customer’s
demand with creative edge & cost effective manner
Radio
Jingles & sponsorships
Internet
Web design & development, internet ads search engine optimization
Market Research
Sampling .various market surveys, scheme test, ad test, direct mailings, interview,
product research promotion research & brand research
Public Relations
Liasoning with press, TV channels, A.I.R, various service provider
Multimedia
Video-documentations, ad-films, interactive, C.D., animation, corporate video
presentations.
13

14. THEROTICAL BACKGROUND
14

15. THEROTICAL BACKGROUND
Market opportunity analysis for advertising agency:
 WHAT IS MARKET OPPORTUNITY ANALYSIS?
“It is the structured method for testing ideas against market conditions”
“Market opportunity helps to spot & qualify opportunities, gather facts for data base
decision- making, ask the right question & improve decision making”.
Market opportunity analysis is the analysis & evaluation of probable future situation
by a variety of technique to identify mark opportunities that a company can profitably
cultivates. It is part of strategic analysis of company strength, weakness, opportunity
& threat.
It can be done through analyzing competitive environment that is current market,
technology development, competitive advantage & profitability
“An opportunity is a favorable set of circumstances that creates a need for a new
product, service, or business. An opportunity has four essential qualities:
(1) Attractive, (2) Durable, (3) Timely, (4) Anchored in a project, service, or business
that creates or add value for its buyer of end user”
Attractive opportunity implies one that appeals to both the business from the aspect of
most consideration criteria, and the target market from a value creation perspective.
Attractiveness involves BOTH the business as a provider, and the target market as a
consumer. The opportunity unde
15

16. 16

17. r consideration must be attractive to both
A durable opportunity is one that is not a fly-by-night, but will create value for the
customer in the long run, and positive monetary returns to the business.
17

18. A timely opportunity suggests there is an alignment in the social, Technical,
Economical & Political (STEP) arenas for the introduction of the product/services
under consideration
An opportunity is anchored in a product/services/business that creates value for the
customer is in the most basic of requirements. Customer value is conceived variously
as utility, quality, benefits, and customer satisfaction.
The process of opportunity analysis :
• Identify potential opportunities
• Define your purpose & objectives
• Gather the data from primary resources
• Gather the data from secondary resources
• Analyze & interpret the result
18

19.  WHAT IS AN ADVERTISING AGENCY?
An advertising agency or ad agency is a service business dedicated to creating,
planning and handling advertising (and sometimes other forms of promotion) for its
clients. An ad agency is independent from the client and provides an outside point of
view to the effort of selling the client's products or services. An agency can also
handle overall marketing and branding strategies and sales promotions for its clients.
Typical ad agency clients include businesses and corporations, non-profit
organizations and government agencies. Agencies may be hired to produce single ads
or, more commonly, ongoing series of related ads, called an advertising campaign.
An advertising agency is an independent company set up to render specialized
services in advertising in particular & in marketing in general. There main function is
to serve advertiser. It converts the goal of the advertiser into creative work which is
carried by the media so as to reach the target market
Advertising agency provides the advertiser or client a minimum of;
• Media information, such as availability of time & space
• Creative skills
• Research capabilities
The ad agency may be thought of as a source of communication expertise; it stand
ready to conceive, plan & implement the communication requirements of the client
account it serves for providing this services the advertising agency charge some
amount in the form of media commission, mark-up or fee.
Advertising agency usually has four departments;
• Creative; which develops & produce advertisements
• Media; which select media & place advertisement
• Research; which studies characteristics & wants
• Finance; which handles the agencies financial activities.
19

20. Each account is supervised by an account executive, & people in each department are
usually assigned to work on one or more accounts or clients
Agencies often attract new business through their reputation & size. Generally a client
invites a few agencies to make a presentation for its business & select one of them.
20

21. RESEARCH METHODOLOGY
21

22. RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
The methodology is basically the set of rules, procedures, tools, and techniques used
by the researcher for realization of research objective. The process of designing
research study involves many interrelated decisions. The most significant decision is
the choice of research approach. This determines how the information will obtain
.
There are three types of research approach: -
1) Exploratory research
2) Descriptive research
3) Causal research
These types differ significantly in terms of research purpose, research question,
Precision of hypotheses that are formed and data collection method used.
1) Exploratory research: -
Exploratory research is seeking insight into general nature of a problem, the possible
Decision alternatives and relevant variables that need to be considered. The objective
of exploratory research is to find out new ideas flexibility, & ingenuity characterized
by the investigation. In the exploratory research emphasis is given on the finding
practices and policies that need changing and developing possible alternatives.
Exploratory research seeks to discover new relationships. Hence most of the
marketing research is of an exploratory type. Exploratory research defines problem,
which is then solved by conclusive research.
2) Descriptive research: -
Descriptive research gives emphasis on description & such studies are simply fact
Gathering expedition. Descriptive studies attempt to obtain a complete & accurate
Description of situation. Descriptive data are based as direct basis for marketing
Decisions.
22

23. 3) Causal approach: -
When it is necessary to show that one variable causes or determine the value of other
Variable the causal research approach is used. In our research approach the
exploratory as well as descriptive approach is used to explore the various ways of
obtaining the information. In planning and designing a specific research project it is
necessary to anticipate all the points that must be undertaken if the project is to be
successful in collecting valid and reliable information.
Qualitititive & Quantitative Research
Qualitative research involves an in-depth understanding of human behavior and the
reasons that govern human behavior. Unlike quantitative research, qualitative research
relies on reasons behind various aspects of behavior. Simply put, it investigates the
why and how of decision making, as compared to what, where, and when of
quantitative research. Hence, the need is for smaller but focused samples rather than
large random samples, which qualitative research categorizes data into patterns as the
primary basis for organizing and reporting results. Unlike quantitative research, which
relies exclusively on the analysis of numerical or quantifiable data, data for qualitative
research comes in many media - including text, sound, still and moving images.
My research is more of Descriptive Research. It is Qualitititive as well as quantitative
type of Research.
RESEARCH PROCESS:-
For assessing the customer response following market research process
Followed
Step 1: Define the objective:
First step is defining the objective i.e. Market opportunity analysis in Pune for Malhar
Communications.
Step 2: Develop research plan:
The second step was to develop the most efficient plan for gathering the
23

24. Needed information.
i) Data sources: Both primary & secondary data are taken into
Consideration. Primary data are data gathered from field for specific
Research project.
ii) Research approach: I have mainly collected the primary data through
Survey & few cases by observations.
iii) Research instrument: Questionnaire is used to collect most of the
Primary data.
iv) Sample plan: after deciding on the research instruments I
Decided sampling plan.
• Sampling unit: project was concentrated on educational institutes &
advertising agencies as a sampling unit
• Sampling size: project consists of 30 respondents from educational institutes
& 10 respondents from competitors advertising agency
• Contact method: once a sampling plan has been determined,
Marketing researcher need to decide how the subject should be
Contacted: mails, telephone, personal visit or online interview. In my
Project research it was mostly personal interview and telephonic
Interview was held.
Step 3: Collect the information:
Data collection phase of the marketing research generally was the most
Time consuming period. In case of survey few problems arise likewise some
Respondents may not give all the detail information and might not be
Available and must be contacted or replaced. Others refused to co-operate
And finally some respondents will be biased or dishonest to share
Information
24

25. .
Step 4: Analyze the information:
The collected information needs to be analyzed thoroughly to extract the
Findings that will be useful to the company. Again this data must be
Tabulated and averages/measures are computed from various variables.
Step 5: Present the findings:
And the last step is present the findings that are relevant to the objectives.
METHOD OF DATA COLLECTION:-
1) Primary Data collection:
The major source for collecting primary data has been the interviews held
In the education institutes with directors, account managers or any relevant person
who see the advertisement department. In case of advertising agencies, the interview
held with client servicing officers & in few cases with the CEO of the respective ad
agency. Most of them interviewed via tale-calling and few were interviewed after
taking prior permission and appointment.
The information given by them was satisfactory and relevant to the subject.
2) Secondary Data collection
The major sources of secondary data are;
• Institutional Magazines
• News Paper
• broachers of respective education institutes
• Internet, Company websites
• Telephone Directory (BSNL and TATA Indicom)
• Observation of Outdoor advertisement, Listening Radio advertisement &
watching Cable advt.
• Company Periodicals
25

26. QUESTIONNAIRE METHOD
This method is used to collect general information about the education institutes like
budget, timing, frequency, media preferences, their requirements & expectations etc.
FIELD WORK
The fieldwork was conducted for a period of 20- 30 alternate days in different
Areas of PUNE. Interviews were conducted from respondents across
Segments as per their convenience.
ANALYSIS OF THE COLLECTED DATA
It has been done in following way
• Divided the data into comparative analysis, customer analysis & competitors
analysis.
• Tabulated it by using charts and graphs
• Interpreted the data
• Write down the findings
• Give the conclusion & recommendations
26

27. RESEARCH ANALYSIS
27

28. RESEARCH ANALYSIS
Comparative Analysis:-
1) Discount Rates:-
Advertising agency Discount rates
Pratisaad 9%
Dhandhania 9.5%
Pooja ads 9.5%
Inspire comm. 5%
Asha publicity 6%
Designa advtg 6%
Ad Times 6%
Plus Three advtg 8%
MAK advtg 10%
Paradigm plus 7%
The Discount Rates Of Advertising
Agency
9%
5%
6% 6%
8%
10%
7%
9.50%
9.50%
6%
0%
2%
4%
6%
8%
10%
12%
Advertising Agencies
DiscountRates
Pratisaad Dhandhania
Pooja Ads Inspire comm.
Asha Publicity Designa advertising
Ad Times Plus Three Advt
MAK advertising Paradigm Plus
28

29. Interpretations:-
1. As per the answers received from the advertising agency, it is clear that they
do not have fixed discount rates but the above rates have put through fake
interview by defining the Quality, Quantity, Size, Page no. in Particular
Newspaper etc & which is same for all & ask for discount rate.
2. As the measurement of the ad changes or the quantity, quality of ads &
packages offered changes; the discount rates also change accordingly
3. For many ad agencies, discount rates are also depends on the availability of
resources in-house or the outsourcing of services.
4. Most of ad agencies changes their discount rate to take the advantage of
situations that is on going festivals, different events occurring in city
5. Many of the time discount rates are different from client to client which is
based upon their loyalty towards the agency & type of work offered
6. INS accreditation is one of the major factors while deciding discount rates
though it is not the only factor for many ad agencies.
7. Mentioned above are the ad agencies which are OR aren’t accredited with INS
but still they provide the discount rates more than INS accredited to take the
advantage of economies of scale OR to grab the market OR they having all the
services in-house.
29

30. 2) Services provided by advertising agency:-
Services Provided
Advertising
Agency
Press Print Outdoor Radio Television
( cable
ads)
Advocacy Internet
Pratisaad √ √ √ √ √ √ √
Dhandhania √ √ √ × × × ×
Pooja Ads √ √ √ √ √ √ ×
Inspire comm. √ √ × × × × ×
Asha Publicity × × √ × × × ×
Designa
advertising
× √ × × × × ×
Ad Times √ √ × × × × √
Plus Three
Advtg
√ √ × × × × ×
MAK
advertising
√ √ √ √ √ √ ×
Paradigm
Plus
√ √ √ √ × √ ×
Interpretations:-
Among the above ad agencies most of ad agencies provides many other
Medias including above but this project is restricted only up to the above mention
Medias.
Customer analysis:-
30

31. 3) Education Institute required following services:-
Education Institutes Required Not required
Press 23 7
Print 28 2
Outdoor 13 17
Radio 3 27
Television 5 25
Advocacy 11 19
Internet 24 6
The Educational institute required
following services
23
28
13
3 5
11
24
7
2
17
27 25
19
6
Press
Print
Outdoor
Radio
Television
Advocacy
Internet/websites
Services
Noofeducationinstitutes
No
Yes
Interpretation:-
1. Most of the Education institutes prefer Print media for their advertisement
like brochures, pamphlets, leaflets etc.only two of above institute do not
31

32. find print media more effective & they put their advt on radio, Cable &
Internet. As they have put up all details about their courses on the websites
itself.
2. Press & internet/Website is the second preferable Media as many of the
education institutes want to have accessible to the students all over the
India or Foreign students
3. Radio & televisions are very costly media according to some of customers
& many found them as inappropriate for Educational institute
advertisement
4. Many institutes do their advertisement through advocacy or events like
arranging Free Seminars, 2-3 days introductory sessions on the current &
newly design courses.
5. Outdoor can be supportive media along with other media according to
many of the institutes.
4) Education Institute Required INS Accrediated Agency:-
32

33. Required INS 17
Not required INS 13
The Education Institutes required INS
Accrediation
Required
INS
accrediation
, 17
Not required
INS
accrediation
, 13
Required INS
accrediation
Not required INS
accrediation
Interpretation:-
1. After explaining what the INS accrediation meant for by explaining the
discount rate & credit facility; most of the institute attracted towards the credit
facility & not much towards the discount rates. As they found that Non-INS
are also providing them the comparable discount rate.
2. Other reason behind their Preference was the legality of the documentation.
5) Satisfaction level of Education Institute With their current
advertising agency:-
33

34. Satisfaction level No. Of Clients
Very satisfied 4
Satisfied 9
Neither satisfied nor unsatisfied 11
Unsatisfied 5
Very unsatisfied 1
Satisfactory Level with current
advertising agency
Very
satisfied, 4
Satisfied, 9
Unsatisfied, 5
Very
unsatisfied, 1
Neither
satisfied nor
Unsatisfied,
11
Interpretation:-
1. 11 Education Institutes are satisfied with current Advertising Agency. The
reasons behind their satisfactions are the supporting services provided by them
as excellent design work, creative suggestions, proximity from the ad agency,
credit facility, discount rates etc.
2. Four education institutes are very satisfied with their ad agency due to
following reasons;
These agencies arrange the “customer loyalty programme”in which they
provide the customer with the information about;
• future packages they going to offer,
34

35. • festival packages they going to offer,
• make them aware with the future events in the city where they can
advertise ,
• by suggesting them how it would be effective to place the advt in the
particular media instead of the current media they are using
3. 1 Education Institute among 30 is very unsatisfied with the current advertising
agency. It is because of their credit facility, design & art work, mis-
communication between them.
4. There are 11 Education institutes which are Neither Satisfied or Unsatisfied
with current ad agency due to continuation of same discount rate, no
increment & not providing any creative ideas to them for improvement,
though they are effective but not result oriented as per the expectations
6) Education Institutes keeps on changing Advertising Agency
Education Institute No. of clients
Keeps on changing ad agency 19
Continued with same ad agency 11
35

36. The Education Institute Keeps on
changing advertising Agency
Keeps on
Changing
Ad Agency,
19
Continued
with same
agency, 11
Keeps on
Changing Ad
Agency
Continued with
same agency
Interpretations:-
1. There are 19 Education Institutes which keeps on changing their advertising
agency for different ad campaign due to their dissatisfaction towards the
earlier ad agencies. They wanted to have the agency which can fulfill their
demands up to the satisfaction
2. And the 11 Education Institutes continued with the same advertising agency
for all their campaign because they are very well provided with the discount
rate, credit facility & the most important is the creative, effective & result
oriented design work
7) Education Institute required all services from same agency or
different agency:-
Education Institutes No.of Clients
Required all services from same agency 22
Required all services from different agency 8
36

37. The Education institute required all
services from same Agency OR
different Agencies
Services
from same
Agency, 22
Services
from
different
Agencies, 8 Services from
same Agency
Services from
different Agencies
Interpretation:-
 There are 22 Education Institutes which required all services from the
same advertising agency. The reason behind is they wanted their ad agency
will be well aware with the objective of advt and they should suggest the
proper media or medias to meet their expectations. The other reason is
they wanted the good discount rate of all combining services.
 Only 8 Education Institutes required different services from different
advertising agency due to the fact that they think the specialized ad agency
can provide the best services than those having all services. Ex. Asha
publicity in advertising. These agencies having good staff specialized only
in that service.& the discount rates are also high as they have bulk of work
of the same kind
8) Budget of Educational Institute for single advertisement
campaign:-
Budget No. of Clients
37

38. Rs. 50000-1,00,000 12
Rs. 1,00,000 – 5,00,000 6
Rs. 5,00,000 – 10,00,000 4
Rs. 10,00,000 onwards 8
Budget of ad campaign
12
6
4
8
0
2
4
6
8
10
12
14
Rs. 50,000 -
1,00,000
Rs. 1,00,000 –
5,00,000
Rs. 5,00,000 –
10,00,000
Rs.10,00,000
onw ords
Amount
No.ofInstitutes
No. of Clients
Interpretation:-
1. Most of the Education Institutes Having the Budget is between
Rs.50000-Rs 1 lac, selected only press & print media for the advt.
2. The Education Institutes having the Budget is around Rs.1 lac to 5 lacs
& 5 lacs to 10 lacs select multiple Medias for advt. There are some
exceptions who have invested only in same media
3. Rs.10 lacs budget of the institutes are the institute having the ad
campaign for whole year & some of them selected multiple medias or
locations of flexes in the heart areas of city like Deccan, MG road,
Karve Road, Laxmi Road etc
4. There are some new institutes coming in Pune wanted to generate
awareness among the people hence they targeted whole city for advt.
Hence there investment in advt is heavy.
38

39. 9) Timings of advertisement campaign for Education Institutes:-
Timings of advertisement No. of Clients
Jan – Mar 25
Apr – Jun 12
Jul - Sep 22
Oct – Dec 13
Whole year 9
39

40. Timing Of advt
25
12
22
13
9
0
5
10
15
20
25
30
Jan–
Mar
Apr–
Jun
Jul-
Sep
Oct–
Dec
Whole
year
Perid of year
No.ofclients
No.of Clients
Interpretation:-
 Many of the Education Institutes launch their ad campaign in Jan – Mar. It
is the period before starting of new Education Year. Most of the ad of this
time is of reminder ads
 Some Education Institutes launch ad campaign in Jul- Sep. They are 22 in
number which are having there admissions in October for the 6 month, 2
month or 1 year courses
 Very few Education Institutes launch ads throughout the year. They are
introducing new courses time to time. Other do not find it necessary to
advertise throughout the year as they are having only yearly or 6 month
courses.
 There are Some Institutes which gives ads in Apr-Jun & Oct- Dec.These
are the ads for 2 month courses,1 month courses or some seminar ads etc
10) Frequency of Advertisements of Educational Institutes:-
Frequency of Advt No. of Clients
Monthly 16
Quarterly 6
Half yearly 19
yearly 5
40

41. Frequency of advt
16
6
19
5
0
2
4
6
8
10
12
14
16
18
20
Monthly
Quaterly
Half
yearly
yearly
Period
No.ofClients
No. of Clients
Interpretation:-
1. The Education Institutes launch their advertisement half yearly are 19 in
number. Most of them have 6 month courses. Some of them wanted to
advertise for new courses
2. Following these are the Institutes which launch their ads monthly
3. Very few Institutes launch their ads quarterly or yearly. Though they are
having yearly courses, they do ad campaign throughout the year or half yearly
COMPETITORS ANALSIS:-
Identification of the major players in Target Market :-
The following are the major players in Pune advertising market:
1) Pratisaad
2) Konark Advertising
41

42. 3) Plus Three Advertising
4) Megamind
5) Indoglobal media
42

43. FINDINGS
FINDINGS
1) The highest discount rate is of MAK advertising i.e. 10% and the lowest
discount rate is of inspire communications i.e. 5%.
43

44. 2) PRATISAAD is the only advertising agency among them which provide all
the services that is press, print, outdoor, radio, television, advocacy & internet.
And the Asha Publicity is specialized only in Outdoor.
3) Except PRATISAAD & AD Times, nobody provide the internet advertising.
4) Many of the education institute that is 28 required the print media for
advertisement & the following preferred Medias are internet/websites & press
(Newspaper).
5) The least number of educational institutes that is 3 in number preferred radio
advertisement. Following to that the television (cable ads) are the least
preferred advertisements. They are 5 in numbers.
6) The education institute preferred to have the INS accredited advertising
agency are 17 in numbers among the 30 education Institutes for the vital
requirements of long credit period & high discount rates
7) The 22 education Institutes want to fulfill their all media requirement from the
same agency while the remaining institutes want to have the advertising
agency which works only in particular services that is Asha Publicity for only
OUTDOOR.
8) There are 19 Education Institutes which do not have fixed advertising agency
& they keep on changing from one to other. The remaining advertising agency
that is 11 is having their fixed advertising agency.
9) There is only 4 education Institute which is very satisfied with their current
advertising agency & 9 are just satisfied with their ad agencies.
10) The remaining educational institutes that are 17 not satisfied with their
advertising agencies. From this category 11 educational institutes are neither
satisfied nor unsatisfied.
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45. 11) Most of the education Institute is having investment is around Rs.50000 to
1Lac & they are 12 among 30 institutes. Following are the institutes having
the investment in advertisement is around 10Lacs onword.The remaining are
the institute having investment in advt is around 1 lacs to 10 lacs.
12) Many of the Education Institutes launch their ad campaign in Jan – Mar. It is
the period before starting of new Education Year. Some Education Institutes
launch ad campaign in Jul- Sep. They are 22 in number. Very few Education
Institutes launch ads throughout the year. There are Some Institutes which
gives ads in Apr-Jun & Oct- Dec.
13) Most of the Education Institutes launch their advertisement Half Yearly &
they are 19 in number. Following are the Institutes which launch their ads
monthly. Very few Institutes launch their ads Quarterly or Yearly
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46. LIMITATIONS OF THE PROJECT
LIMITATIONS OF THE PROJECT
No project is ideal. In reality I came across different problems which act as limitations
of the project such as-
1) Some of the respondents did not give other relevant information which
was
Required for the project.
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47. 2) There was time constraint (2 months). Hence total no. of Education
institute was limited
3) Non availability of official data .
4) Non availability of many respondants, hence Time consuming.
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48. CONCLUSION &
RECOMMENDATIONS
CONCLUSION & RECOMMENDATIONS
1) As we have seen the MAK advertising agency has highest discount rates is
of 10% & the following discount rates are 9.50% .The Malhar
communications has to negotiate on its discount rates in the initial period
to grab the market opportunity. At the same time it should keep in mind
that only discount rate does not make the deal but good credit facility,
creative design work, relations with clients also matters
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49. 2) As the print media is the core base of Malhar communications & most of
the institutes prefer print media over other media, Malhar should focus on
more integration in the same.
3) Malhar communication should put its efforts in generating time to time
awareness about the upcoming programs, seminars, exhibitions offered by
education institutes
4) Arrange the programs for building the new customer base as well as
preserving the current customer base. Make them aware with future
upcoming packages, festival packages etc through such programs or
personal meet or tele-calling etc
5) Put more effort in providing the customers with some creative solution
with low budget & more effectiveness. Provide them with new packages
time to time(ex. Press + Print + Outdoor )
6) Be sure that proper communication has carried out with clients regarding
credit facility, discount fixed, design work, day & date of advt, & other
etc. Be proactive in taking feedback from clients about their advt on time
& ask for any improvement they look for.
7) Assure the fixed duration reminding visit to clients for asking them for
new advt they want to launch, if any.
8) Find the reason why your past clients shifted towards the competitors.
9) Increase the clients visit per day. Be aware with the frequency, timing of
advertisement of the clients
10) Increase awareness about new comers in the form of customer as well as
competitors.
11) Build the solid base of loyal customer by providing the services to their
satisfactory level 7 continuous improvement according to their
requirements
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50. 50

51. BIBLIOGRAPHY
BIBLIOGRAPHY
1) Marketing Management- Eleventh edition, Philip Kotler.
2) Marketing Management- Second edition, Rajan Saxena.
3) Marketing Strategy-Fourth edition, Walkar,O.
4) Advertising Management-Second edition,Manendra Mohan
5) Principles of Advertising & IMC-Second edition, Tom Duncan
6) www.adpro.com
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52. 7) www.adforum.com
8) Handbook of Advertising & IMC
9) Advertising Management, Magazine
10) Broachers of Malhar communication Pvt.Ltd
11) Rate cards of Media advertisements
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