DISSERTATION..

Marketing Communications Practices in

Pune and Chandigarh (Comparative) ..

A Research Paper..

Submitted to: Submitted By:

Prof. Komal Chopra. Shrey Dutt Sharma Div- B.

Batch- 13- 15

PRN: 13020441325

PREFACE..

Communication through ads (any form) is a vital tool used in marketing. Since I am

interested in creativity of ads (both print and t.v.), I have chosen this unique topic

for my dissertation.

I dedicate this to my parents.

The originality of report which says 0% similar (TURNITIN) is dedicated to my

respected mentor Shri. Komal Chopra sir, for being a guiding light and inspiration

to my work like how was Drona for Eklavya.

Hope you enjoy my work and my style..

When you read it,

Becomes a legend..

RESEARCH..

For Pune: Primary Research and Secondary Research..

For Chandigarh: Secondary Research..

For primary research in Pune, I made 100 questionnaires comprising of 10 questions

each. I got them filled from almost every age group, income- level group so that

there are opinions from almost every kind of people. Questions included in the

questionnaires are age group, most appealing type, level of celebrity endorsement,

etc.

For secondary research related to Pune, I referred to the internet and visited

various links.

For Chandigarh, I had to go with secondary research and in few instances I have

used my personal life experience along with second confirmation with a friend who

currently works in Chandigarh.

For my research work I took five sectors into considerations. These sectors which

I have chosen have a huge impact on public, customers, non- customers, consumers,

etc. The sectors I have chosen are as follows:

1. Oil and Gas.

2. Banking.

3. Wheat for FMCG (most basic).

4. Real- Estate and Construction.

5. Automobiles (2- wheelers and 4- wheelers).

HOW I WENT FOR IT...

I saw a new ad of Amul in which modern parents get their son ready for school and

give him Amul butter in breakfast. This ad connected emotionally, with a slight

sense of humor. When I saw it for the first time, at the same time an e- mail came

to me regarding dissertation. After few hours of exhaustive brain- storming, this

topic came in my mind and I decided to go for it.

Step 1: Deciding the flow..

I decided to go with two cities, Pune and Chandigarh. Study few ads of above

mentioned 5 sectors and then compare the form and essence of marketing

communication in both the cities and there is some difference and the difference

is due to demography, psychography, even geography, etc.

Step 2: Comparison..

The difference of their impact and how they play with psychology of human mind is

pretty interesting. I have also mentioned the success and failure stories of few

real- estate ads (print and TV) of both Pune and Chandigarh.

Step 3: For Pune: 1. Preparing questionnaire (sample size 50) related to content

and appeal of ads.

2. According to my research, what suits people of Pune

emotionally. For Example: Have you seen Breaking Bad? It won 4 Emmy Awards for

best Series since 2008 (upto 2011, Then Homeland won for 2012, 2013) and again

for 2014 it was ‘Breaking Bad’. I know, it’s a series not an ad film, but it works on

Big Data and Market Research. This is what I want to prove, for ad films, as ads

which connect emotionally get a good market response viz. Nescafe.

3. Studying success and failure stories of Real Estate ads (both

print and TV) in comparison to Chandigarh (a new real estate hype).

Step 4: For Chandigarh: Secondary Research and consulting a friend.

Step 5: Compiling my research and comparative analysis of Marketing

Communication.

Step 6: Preparing my hypothesis via my report and giving final conclusion in it.

TABLE OF CONTENTS:

1…………………………………… Ad Agencies in Pune and Chandigarh.

2………………………………….. Questionnaire for Pune.

3………………………………….. Primary Research.

4………………………………….. Secondary Research related to Pune.

5………………………………….. Chandigarh.

6………………………………….. Secondary Research related to Chandigarh.

7………………………………….. RESEARCH PAPER- for Pune.

8………………………………….. for Chandigarh.

9………………………………….. Comparative Analysis.

10…………………………………. What all people want?.

11…………………………………. People of Pune.

12………………………………… People of Chandigarh.

13………………………………… Conclusion.

14………………………………… Turnitin Report.

15………………………………… Remarks of Respected Mentor.

16………………………………… Bibliography.

DECLARATION BY MYSELF:

……………………….

Ad AGENCIES IN PUNE AND

CHANDIGARH..

There are many ad agencies in Pune which always give their best to connect with

people and increase market share of a particular brand or product in a particular

sector relatively.

There are following ad agencies in Pune:

1. The Circus Works. Website: thecircusworks.com

2. Pratisaad Communications Private Limited. Website: pratisaad.com

3. Seagull Advertising. Website: seagulladvretising.com

4. Paradigm Plus Marketing Communications. Website: paradigmplus.com

5. Setu Advertising Private Limited. Website: setuadvertising.com

6. Genesis Advertising. Website: genesisads.com

7. Maroon Island. Website: maroonisland.com

In Chandigarh, people normally like to market their own business. There are few

Punjabi Channels which is used as a cheaper TV ad media by businessmen. Their

such ads are created by following TV agencies:

1. Mantrin. Website: mantrin.com

2. BR Advertising Service. Website: brads.com

3. Degraphics Advertising and Marketing. Website: degraphicsads.com

4. Palco Advertising. Website: palcoads.com

5. Monga Advertising. Website: mongaadvt.com

6. Crayons Advertising Limited. Website: crayonad.com

7. Different Strokes Private Limited. Website: dsdads.com

These ad agencies do their work, with repect to the segment of population and

lifestyle.

As Chandigarh lies in North whereas, Pune lies in west of India, we can capture

relatively many differences in tastes and habits.

This gives rise to two of my research work hypothesis based on Primary and

Secondary Research in Pune and only Secondary Research in Chandigarh.

QUESTIONNAIRE FOR PUNE..

DESIGNING A QUESTIONNAIRE:

Qualities of a good questionnaire:

1. Exploratory Questionnaires: Here, data is not quantative neither it is to be

statistically evaluated. For Example: Asking a housewife about household

stuff.

2. Formal Standardized Questionnaire: Here, researcher has to evaluate his

result statistically. He/she has to follow certain norms which are as follows:

a. Wordings and order of questions.

b. Definition or explanation for each question.

c. Response format that is, to enable questionnaire for rapid completion and

simplicity.

MY STEPS:

I followed 9 steps taught to me by Asha Ma’am in first semester. They are as

follows:

1. Deciding the information which I need for my dissertation.

2. Defining the target respondents. (In my case daily travelers boarding trains

locally at Pune Junction).

3. My methods for reaching target audience.

4. Question Content.

5. Question wording.

6. Arranging questions in meaningful order and format.

7. Length of the questionnaire.

8. Pre- test the questionnaire.

9. Develop the final survey form.

After following this format and measures, I developed a questionnaire which

should satisfy customers or consumers or people of all sectors. Sample size is 50.

REVIEW FOR QUESTIONNAIRE:

By Mentor:

FINAL QUESTIONNAIRE:

Name:

Age:

Income Level: 5,000 15,000 35,000 50,000 1,00,000

Education Level: 8th 10th 12th Graduate Post- Graduate

1. What kind of ads do you like:

a. Print b. TV c. Mobile d. Online (web) e. Any

2. Why do you like them:

a. For the format b. Style c. Connectivity d. Habit e. Any

3. Do you like new Nescafe ad:

a. Yes b. No c. Not Seen

4. Do you like print ads for Amniora Malls and Society:

a. Yes b. No c. Not Seen

5. Which celebrity you would prefer for all kind of ads:

a. Film b. Sports c. TV d. National Hero e. Politicians f. Any

Last Question: Sorry for your time..

6. What connects you:

a. Emotion b. Quality c. Standard d. Celebrity e. Hunger

Sorry again for your time, as time is money.

ANALYSIS OF QUESTIONNAIRE:

This questionnaire would bring out the following qualitative features which I need

for my research and dissertation. They are as follows:

1. Preference of ads type.

2. Quality of ads.

3. Connectivity of a brand or a product or a name or celebrity.

4. Emotional Connectivity.

Question 1 would describe all preference of ads and which ads people prefer.

Question 2 would describe the reason for their liking of that kind of ad.

Question 3 would describe directly the emotional connectivity with a tinge of

humor (new Nescafe ad) and people like it or not.

Question 4 would describe us the effects of vague print ads by Amniora.

Question 5 would describe about types of celebrity which people would like to see

in ads and their connectivity in their personal life.

Question 6 the final verdict question which shows people preferences on ad

connectivity and what connects them.

From the above, my hypothesis is again defined as follows:

1. Where do people find a ‘connect’ in Pune?

2. How that ‘connect’ is different from the

people of Chandigarh?

I can only hope that these questions would serve my purpose in Pune and with my

mentor’s grace I may find my goal.

PRIMARY RESEARCH..

DEFINING MY HYPOTHESIS:

From above questionnaire I could define hypotheis for my 1st question which is:

“Where do people find a ‘connect’ in Pune?”

To find answer to this question, I will do research analysis on this filled

questionnaire. All qualitative values would be quantified.

RESEARCH ANALYSIS ON QUESTION 1:

1. Out of 50 people (sample size) 27 went for ‘print’.

2. 18 went for ‘TV’.

3. 2 went for ‘mobile or cellular device’.

4. 10 went for ‘web (online) [collectively 7 from print and 3 from TV]’.

5. None of them went for ‘any other’ as an option.

RESEARCH ANALYSIS FOR QUESTION 2:

1. 3 went for the ‘format’.

2. 20 went for ’style’.

3. 20 went for ‘connectivity’.

4. 6 were satisfied with the option of ‘habit’.

5. Only 1 opted for ‘any’ other as an option.

0

5

10

15

20

25

30

Print TV Web Mobile

27

18

10

2

0 0

7

00 0

3

5

Series 1

Series 2

Series 3

RESEARCH ANALYSIS FOR QUESTION 3:

1. 21 said ‘yes’.

2. 10 said ‘no’.

3. 19 said ‘not seen’.

No. of viewers

No. of Viewers3

No. of viewers2

0

5

10

15

20

3

20 20

61

7

3

0

13

7

1

No. of viewers

No. of Viewers3

No. of viewers2

21

10

19

No. of viewers

Yes

No

Not Seen

RESEARCH ANALYSIS FOR QUESTION 4:

1. 32 said ‘yes’.

2. 12 said ‘no’.

3. 6 said ‘not seen’.

RESEARCH ANALYSIS FOR QUESTION 5:

1. 11 went for ‘film’.

2. 12 went for ‘sports’.

3. 4 went for ‘TV personalities’.

4. 13 went for ‘National Heroes’.

5. 7 went for ‘politicians’.

6. 3 went with ‘any’.

32

12

6

No. of viewers

Yes

No

Not Seen

RESEARCH ANALYSIS FOR QUESTION 6:

1. 17 went with ‘emotion’.

2. 10 went with ‘quality’.

3. 3 went with ‘standard’.

4. 13 went with ‘celebrity’.

5. 7 went with ‘hunger or greed’.

12

4

7

0

2

4

6

8

10

12

14

0 2 4 6 8 10 12 14

sports

TV

politicians

*Related Excel sheets and graphs are attached*

17

10

3

13

720

Mood

Emotion

Quality

Standard

Celibrity

Hunger

SECONDARY RESEARCH RELATED

TO PUNE..

Boom of print advertisement in Pune..

More emphasis on Celebrity Endorsement (Film and politician{see previous

picture}).

Every space is occupied..

We can clearly see that quality print ads mostly work and ad agencies in Pune are

busy doing graphics mostly.

My Secondary Research about Pune shows mostly:

1. Print Ads.

2. Celebrity (mostly politicians) endorsements.

3. Emphasis on graphics.

4. Best possibilities for space.

5. High influence of TV.

If I want to show it quantatively, then I will have to suppose many values. They are

for sample size of 50 and they are:

1. Print Ads preference- 35.

2. TV ads- 10.

3. Internet ads- 5.

4. Mobile ads- 0.

`In future report I will add it with my primary research and then compare it with

Chandigarh.

35

10

5

0

Most Influential

Print

TV

Web

Mobile

CHANDIGARH.. A U.T. in North India covering HP in North, Punjab in West, Uttarakhand in East,

Haryana in South. Capital city of two states.

A well planned city. Every sector, every street is well planned. This is a photo of a

chowk in between sector 17, 22, 23 and 18.

Every sector is accompanied by at least one garden. This is Rose Garden covering

sector 16 and sector 10.

SECONDARY RESEARCH RELATED TO

CHANDIGARH..

1. Print ads are mainly journal print ads printed in newspapers, magazines,

journals, etc.

2. There is a high headcount percentage of population which views and gets

influenced by TV commercials (local).

3. Younger generation is also influenced by web ads and mobile ads.

If I choose a sample- size of 50 and assume the respective values as in:

Journal Print Ads- 20.

Banners, Hoardings- 5.

TV ads- 20.

Web, Mobile- 5.

20

5

20

5

No. of viewers

Journal print ads

Banners, hoardings

TV ads

Web, Mobile

People of Chandigarh find a ‘connect’ associated to brands or values mainly:

1. Emotionally.

2. Celebrity endorsement.

3. Connecting day to day worldly affairs.

4. Spiritual connect.

If I have to assume values for these constraints, assumed values would be (sample

size= 50):

Emotionally- 30.

Celebrity Endorsement- 15.

Connecting day to day worldly affairs- 3.

Spiritual connect- 2.

30

15

3 2

connectivity

emotionally

celebrity endorsement

connecting day to day worldly

affairs

spiritual connect

RESEARCH PAPER

FOR PUNE..

HYPOTHESIS RELATED TO PUNE:

Where do you find a ‘connect’ in Pune?

According to Primary Research:

1. Mostly people of Pune are influenced by Celebrity or National Hero

conveying an Emotional message.

2. A more innovative form of ‘print’ advertisement with a good view has more

impact on public or consumers.

3. Emotionally connecting TV ads do work in Pune.

4. Print ads for Amniora Society in Nagarpatta City changed the due course of

print advertisement in Pune. Now I can say that print ads have a greater

influence than TV ads.

5. People of Pune find emotional connect in print ads and if they successfully

perceive the right message conveyed to them, those become a success story

like Amniora Society.

SECONDARY RESEARCH:

My secondary research shows how people of Pune prefer print ads over other form

of communication.

According to secondary research:

1. More number of people try to find a connect in print ads.

2. Good TV ads conveying a right message in right time are also preferred.

3. Web based ads are trending more in Pune.

4. Mobile ads are still uncreative and considered as a disturbance among

general public.

5. According to secondary research, people find more connectivity in print ads,

hence almost every free space for banners, hoardings, etc. is occupied and

now creativity in Pune is evolving in finding those empty spaces.

FOR CHANDIGARH.. As I am a student of SIMS Pune, it was nearly impossible for me to do a primary

research in Pune maybe due to strict rules of my college. So I went for secondary

research in Chandigarh. As it is like my another hometown, I know each and

everything about it, hence it wasn’t a problem but always acted as a solution to it.

My secondary research for Chandigarh suggests:

1. People of Chandigarh are emotional. As we all know that all Punjabis are

emotional and majority of Punjabi population dwells in Chandigarh.

2. Celebrities, especially sports and film celebrities endorsed ads also lay a

huge impact on the minds of people as people of Chandigarh or Punjabis

normally idealize others (mostly God but preference for reality) and try to

follow their footsteps.

3. People are spiritual but they don’t prefer a spiritual connect in all day to day

affairs.

4. They i.e people of Chandigarh normally prefer any related to their day to

affairs, that’s why they find more amount of connect in their local

celebrities.

In the end, I would only say that people of Chandigarh are emotional, they might be

emotional in their spirituality, daily affairs, idealizing any identity, etc. but they

are emotional. They like to connect emotionally.

Since, print ads are mostly preferred in newspaper’s classifieds, journals, etc. they

don’t connect emotionally to it. TV ads play a vital role as a marketing

communication media in Chandigarh.

Hence, any ad which shows a well nurtured celebrity who has a local touch, grossed

in day to day affairs or connecting emotionally elsewhere, wins the mind of a

Chandigarhite.

COMPARATIVE ANALYSIS..

•more emphasis on print ads.

•emotional connectivity is preferred over celebrity endorsement.

•no space left for print ads, innovation in utlisation of space is required.

•print ads connecting emotionally is a or will be a huge success, but right message to be conveyed at right time.

•Print ads covering maximum space is a huge success in Pune.

•but, it should connect emotionally or should have a connect with people of Pune in their day to day affairs.

Pune

•people of Chandigarh are emotional.

•they normally idealize others in their day to day worldly affairs.

•they are spiritual, but they tend to hide their spiritual identity.

•print ads only are a success in newspapers, magazines, journals, etc. not in banner form.

•TV ads connecting emotionally and celebritywise is a huge success in Chandigarh.

•Playing with mixing emotions is a strategy of marketing communications in Chandigarh.

Chandigarh

WHAT ALL PEOPLE WANT.. Normally, all people in this world have a heart. And somehow or the other their

heart is connected to emotions. Any emotional situation clicking the right span at

right moment of time works and later on leads to brand connectivity, emotional

connectivity, etc.

Hence, any work of marketing communication which meets the above mentioned

specifications will lead to a successful campaign.

In India, such campaigns depending upon the nature of campaign (Pune prefers

print ads, etc) works. But it solely depends upon that connectivity of that

particular campaign.

In the end, again I will repeat what I am trying to convey and it is that

connectivity at right moment of time is the most important tool of marketing

communications.

PEOPLE OF PUNE.. People of Pune want everything. If I would have evolved my research results in

SPSS instead of Excel I could have told you that:

1. People of Pune are stylish, closingly they show off hence, what values to

them is perception.

2. Money only matters to lower middle class and lower classes (economically).

3. Ads are always changing minds.

4. Web ads are becoming a hit or slowly trending up.

5. Anything which gives a positive influence.

PEOPLE OF CHANDIGARH.. People of Chandigarh are emotionally stylish and they give preference to emotion

first.

They don’t think a lot while spending money. They prefer TV ads more as they are

music lover too.

People of Chandigarh want:

1. Peace of the world.

2. Anything emotional, sentimental.

3. Something with which they can show their pride.

4. Money can’t buy emotions.

5. Anything flawless.

PEOPLE OF INDIA.. When I talk about people of India, I talk about the current world we are living in

as physical boundaries are created by men and not God.

People of today’s era have to go through a lot like status, importance, etc. which is

all worldly. Any company or a product or a service which reduces burden of life is

best fitted for this world, but communicating it in a right way at right moment of

time will only work. Otherwise, they should be of free as it would lead to a

sacrifice which is the biggest and ultimate goal of life. Since, we are living in this

era where there is nothing for free, the best is to communicate the value or usp by

connecting with people.

Hence, for a successful ad campaign in India right ‘connect’ is needed, so that

consumers may later on connect it with a brand or product or usp.

CONCLUSION.. I would simply conclude without wasting much of your time in the following points:

a. Print ads with right emotional connect is successful in Pune.

b. TV ads are less popular after hoardings, banners, etc. in Pune.

c. In Chandigarh, emotions on TV by right celebrities is valued more.

d. Print ads only work in newspapers, magazines, journals, etc.

e. Right Emotional Connect with Right Celebrities is required in TV format for

Chandigarh and in print format for Pune.

Right media, at right place at right time, with right style of conveying the message

is important. Hence, what we need is right understanding of consumer behavior and

emotions, to decipher our message for a long lasting impact.

TURNITIN REPORT..

REMARKS OF RESPECTED

MENTOR..

Bibliography.. Books:

1. Advertising and Brand Building………………………by K Pongianan

2. The Marketing Whitebook 2013- 2014…………by The Businessworld

Publications.

3. The Advertised Mind……………………………………….by Erik du Plessis.

4. Idea Marketing A Primer………………………………..by Nasreen Taher.

5. Doing Qualitative Research……………………………by David Silverman.

Internet links:

1. All the websites shared above with respect to all ad agencies in Pune and

Chandigarh.

2. Wikipedia.org

3. Google.com

4. Chandigarhmaps.google.com

5. Punemaps.google.com

6. Adworld.org