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Mudra communication limited

PROJECT REPORT

ONCLIENT RELATIONSHIP MANAGEMENT (CRM) &

PROFITABILITY OF ADVERTISING FIRM


(SUBMITTED ON THE PARTIAL COMPLETION OF

POST GRADUATION DIPLOMA IN MANAGEMENT)

SUBMITTED BY: -

Manendra shukla

P.G.D.M

MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.) 1


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Master School of Management

Session 2010-2012


Introduction;One client Vimal and a 500 sq ft office that was Mudra in the year 1980

They were a small agency tucked away in Ahmadabad with one clearly

Articulated goal to be a top 5 agency .there ambition with an almost manic

obsession by creating the best contemporary advertising that had our client

and other people taking notice.

As a young agency operating out of Ahmadabad its growth was driven

helping small business with big ambition explode their brands to the country

at large.

With in 9 years they were the largest Indian advertising agency.

HISTORY POINTS :-

Mr. A. G. Krishnamurthy founded Mudra communication on 25thmarch

1980

Mr. Krishnamurthy started his advertising career with Shilpi advertisingin 1976

He moved to Reliance Industry as advertising manager 4years later he

founded Mudra communication

Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudra



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has 125 client this multifold increase is a testy many to his passion and

zeal

In 1991 he created the Mudra institute of communication Ahmadabad

(MICA) the only advertising school of it s kind in Asia

In 1995 Mr. Krishnamurthy was nominated as advertising person of the

year

PROFILE OF MUDRA COMMUNICATION LTD

Head quarter Mumbai

Industry Marketing and advertising

Type Privately held

Status Operating

Founded 1980

Sanjay Sharma New president(North & East)

Company size 501-1000 employees

Web site www.Mudra.com

Members in the management of the Mudra

communication ltd

Name Designation

Sebastian Joseph Executive, vice-president and head technologyMohit Bhagchandani Country head, Mudra sport

Joy Deep Dasgupta Vice president and national strategic, planning

head

Sonal Jheej Account planner

http://www.mudra/http://www.mudra/


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Present situation of Mudra communication;It was started in 1980 Mudra rose to become the 3rdlargest agency in the

country. In a short span of nine years, today the Mudra group is one of the

India s leading marketing communication networks

The group utilizes it s deep understanding of consumers brands and media todeliver creative business solution A customized and collaborative approach

helps it s client build enduring and profitable brands

The group offers integrated communication services through its platform

(1) Mudra and DDB

(2) Mudra (advertising)

(3) Mudra max (integrate communication planning and implementation) (4)

Mudra health and life style (health and life style advertising)

(5) Water (brand strategy and design consulting)

In the present year Mudra is poised to exceed a turnover in excess of 15

billion at it continues to maintain it s aggressive growth rate.

Mudra is one of the management admired marketing communication network

in the country a highly rated agency both by client and industry.

Mudra south won the agency of the year at the ad club Cochins paper awards

Achievements of the Mudra communication ltd

*It was a Mudra that first gave India double spread colors ads

*it was Mudra that first sponsored commercial telecast of a major sporting

event with the India and west Indies series of 1983

*it was Mudra that first branded a public issue Reliance Khazana

*it was Mudra that made India s first telefilm Janam

*it was Mudra that gave Doordarshan Rajani .The serial that heralded a new

consumer awareness in India

*it was Mudra that gave India s it s first academy for advertising.

THE Mudra Institute of Communication (MICA)

*it is a Mudra that gave India s advertising community its first advertising

archives marketing and Advertising Gallery(MAG)

MEMORABLE ADVERTISING

Mudra has created some of the most memorable advertising in India they are;



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1. Only Vimal

2. I Love You Rasna

3 My Daddy Strongest

4. The Worldin Your Pocket



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6 The Mint With The Hole

7 Team Samsung

8 McDonalds Mein Hai Kuch Baat



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9 Kar Lo Duniya Muthi Mein

People working in an agency:

Accounts Executive: It is a key career option in advertising agency. He iscalled an Account Director when he is a member of the Board. He is a link

between a client and his staff. The marketing or advertising department of the

client briefs him. He communicates this to the agency people.

He reaches out to different clients for seeking new business. Even clients

who want an agency' to work for them contact the accounts executive. This

business development work makes it virtually a marketing manager of the

agency.

Do right-brained people make better account directors?

The faculties of logic and reason are supposed to reside in the left-

brained people. While intuition and creativity are believed to be in the right. So

far, accounts director was considered suitable if logical and systematic, i.e.,

left-brained. But if he has to motivate a team, he should be inspiring and

creative too, i.e., right-brained.

Copywriters: They are the wordsmiths who do the wording of an

advertisement. They are bright and talented. They have a flair for language.They contribute to the theme of an advertisement. Creation of successful

copies for different clients establishes them in this field.

Visualisers: These are artists who put on paper what has been thought out by

the copywriter. They in fact design the ad.



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Creative Director: He co-ordinates the copywriting and designing. He is a

senior professional who is seasoned in an existing advertising agency set-up to

take on this mantle.

Production Department: Persons of diverse talents like printing technology,DTP, photography, typography etc. are involved here.

Media Planner: He has to allocate the advertising budget amongst media. He

has to select the appropriate media. He decides about the frequency, size and

position of an advertisement. He decides about its publication date. He receives

the tear-off copies from the media when the ad is published. He is guided by

the media research, which he undertakes, or by research undertaken by an

outside agency. Media is the most professionalized department of advertising

agencies.

Marketing Research: Modern agencies are integrated set-ups. They provide a

range of marketing services. Research data become very useful as input to the

creative process.

The Media :Most of the media today sustain on advertising revenue. They sell

space or time. While selling space or time, they have to convince the client

about the reach of their media vehicle, the composition break-up of their

readers and the pricing of their space/time selling. They monitor the market,survey their readers, and highlight their readers' demographic and geographic

characteristics. They also maintain relationship with the media department of

advertising agencies who buy space/time on behalf of clients.

Ancillary Services :These are needed to produce/create advertisement. A

whole range of services like studio service, photographic service, printing

service, gift item producers etc. fall into this category.

Freelancers :These are professionals who work independently and have asuccessful track record. They are copywriters, jingle singers, radio announcers,

artists, visualizers, technical writers etc.

Organization Structure of Advertising Department



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All major advertisers maintain an advertising department. The structure of

the department however may vary from one organization to another, as each

one tries to develop a form, which is most suited to one's requirements. The

principal forms of organizational structure are based on

sub functions of advertising, such as copywriting or artworks

communication media

geographical spread

product and

End users.

Irrespective of the specific form, the advertising department has to perform

several functions. Principal among these are setting advertising goals, plans

and budget, selecting the outside ad agency, maintaining contacts, providing

support to the marketing staff and monitor the functioning of the ad agency.Selecting the ad agency is one of the important tasks of the advertising

department. Several criteria, including experience, size, track record and the

quality of the personnel, are considered in the selection process.

As you know, there are different categories of advertisers. Depending upon

their functions, each organization develops its own structure, of which

advertising department is a part. What is important in this connection is to

analyze the functions an advertisement department is expected to perform.

Organization isa Manufacturing Unit-

Manufacturing firms carries out bulk of advertising. It is therefore,

necessary to understand the various principles on which the advertising

department can be organized in manufacturing units. The basic principles are:

(a) By Sub-functions of Advertising:Advertising as a function can be

segmented into its various components, such as, Copywriting, Art Production

and Media. A specialist who in turn reports to the advertising manager can

handle each component.



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Advertising Manager

Copywriting Manager Art Manager Production Manager Media Manager

(b) By Media

Advertising Manager

Newspaper Broadcasting Magazine TV Outdoor Direct mailing

By Product

Advertising Manager

Product A Product B Product C Product D

(d) By Geography

Advertising Manager

Zonal Manager A ZM(B) ZM (C)

(e) By End User

MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.)


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Advertising Manager

Consumer Institutional Government

Market Manager Market Manager Market Manager

MASTER SCHOOL OF MANAGEMENT , MEERUT(U.P.)


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Reporting Structure:

The advertising manager has to report to somebody who is higher

up in the organizational structure. To whom the advertising manager

would depend upon how much importance advertising is given to thetotal operations of the firm. There are several alternatives.

These are:

Report to the Chief Executive (Chairman/MD.)

Report to the Director (Marketing)

Report to the divisional head if the firm is a multi-division firm and

responsibility is delegated at the division level.

Services offered by agency ;--

Total Advertising Services :Strategic planning, creative development

and media services for advertising, particularly in television, newspapers,

magazines and radio; providing the best creative designed to capture the

imagination of consumers

Marketing Services: Provisionof a number of advertising related

services, including sales promotion, market research, PR and event

marketing.

E-Solution Services :e-solution services, including system integration

services, e-business consulting and customer relationship management

(CRM), Search Engine Marketing (SEM) and Search Engine Optimization

(SEO) and e-promotions using the Internet and mobile.

Content Business:Sales of sponsorship, broadcasting and other rights,

and the production and marketing of such media / content as sporting

events, films, TV programs, animated content, music and other forms of

entertainment.

Integrated Media Services :Bringing value to both clients and media-

related companies by offering a wide range of media solution services



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Sales Promotion :Providing comprehensive sales promotion planning

designed to complement mass media and other activities

Event Marketing :Assisting clients by providing dynamic vehicles for

their messages in the form of on-the-spot interactive communications

Integrated Branding Services :Assuring clients the highest quality of

branding services for their communication needs

Services:Services are provided by theorganization

1Mudra is a today the largest Indian advertising agency .it s meteoric

growth has been driven by some epochal work Mudra has created someof most memorable advertising like

1. Only Vimal

2. I Love You Rasna

3. My Daddy Strongest

4. Humko Binie Mangta

5. The World in Your Pocket

Today it handles over 125 client nationally .though it s four

independent units they are;

1 Mudra Mumbai

2 Mudra South (including Bangalore, Chennai, Cochin)

3 Mudra north Ahmadabad

4 Mudra north and east (including Delhi and Kolkata)

Mudra often the entire spectrum of brand communication

competency ranging from strategic planning brand management creative,

Mudra is also one of the few agency networks in the country that offers a

comprehensive suit of marketing services under one umbrella .these aresupported by the largest national network among all agency.

2Mudra health and life style (MHL);It is specialize in the emerging common needs of the health core

industry marrying in-depth understanding of the medical business with



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refreshing consumer doctor and channel insight it is uniquely positioned

to address .the common requirement of the health and life style space

MHL also has a strong track record in the domain of social common and

pharmaceutical brand promotion.

Mudra health and life style client included J&J medical buyer

Bistol Myers Squibb, Alembic, Unicef & USV among others.

CLIENTS

1.Paras Pharmaceuticals

2.Reliance Communication

3.Union Bank Of India

4.Life Insurance Cooperation Of India

5.Godrej6.The Philips

7.Hindustan Unilever Ltd.

8.Pepsi

9.Jet Air Ways

10.Reliance ADAG

11.Spice Telecom

12.ICI Points

13.Union Bank Of India

14.Amrutanjan

15.Mahanagar Telephone Nigam Ltd (Corporate);16.Indian Express (News Paper);

17.Mid-Day (Website);

18.Global Trust Bank (Banking);

19.Indian Tourism Development Corporation (Hotels);

20.Business Standard (Publications);

21.Raj TV (TV Channel);



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22.Henkel Spic India (Detergents);

23.Godrej Foods;

24.Ahmedabad Electricity Co Ltd (Corporate);

25.LIC Of India (Insurance - Services);

26.Honda Siel Power Products (Gensets);

27.Satyam Computer Services Ltd (Satyam - Computer Software);

28.Satyam Infoway Ltd (Satyam - Internet Services);

29.Compaq (Compaq - Computers);

30.Cadila Healthcare Ltd (Everyuth - Healthcare);

31.Blow Plast Ltd (VIP Skybags - Luggage Carrier);

32.Dabur Ayurvedic Specialities Ltd (Nature Cure - Ayurvedic

Products);

33.Henkel Spic India Ltd (Fa - Soap);

34.Hindustan Motors Ltd (Mitsubishi Lancer - Automobile)

AWARDS

Mudra communication ltd. has got national and

international awards.



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1.International awards-Number of award-230 like Connes,D&AD, Clio, One show, Ad fest, communication arts, New York

festivals and others

2.National awardsNumber of awards-825 like Abby, CAG, Adclubs, AAAI show case of India advertising and others

3.Agency of the year 8 timesMudra founder A.G. KrishnaMurty has been honored multi times including

Calcutta Ad club Hall of fame

A&M Ad person of the year

Media international one of the international Ad industry

1998

AAAI premnrayon award recognition of pioneering spirit and

entrepreneurial vision

Mudra south agency of the year at paper award and the Ad

club Cochin.

SWOT Analysis of Mudra communication

Strength

- Satisfying the need of the customers

- Meeting up the client requirements in time- Innovative & creative in advertisement segment

- Quality in advertisement

- Global exposure with higher rewards & appreciation

- Efficient team working environment



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Weakness

- Pricing strategy

- Lack in promotion strategies towards increasing the brand name.

Opportunities

- Entering in global market to attract global clients

- Being the oldest advertising agency in India, it brand among itsclients- they have lot of client coming back with new product for

getting advertised.

- In its successful journey, they lot of wonderful memorbal

advertisement done by them- this has increased there brand imagein the Indian market.

Threats

- Challenging stiff competition from its competitors from bothdomestic & international levels.

- Changes in the taste & preferences of clients.

- Lack of creative minds & also too expensive in overall management.

Competitors of the Mudra communication;

AGENCY PLACE

Adbur Pvt Ltd Ghaziabad

Akshara Advertising New Delhi

Ambience DArcy Mumbai



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Chaitra Leo Burnett

Pvt Ltd

Mumbai -

Financial Data and Analysis

(a) Dec. 31 Accounts Receivable................................................... 2,500

Advertising Revenue.........................................

2,500

31 Art Sulies !"ense.................................................. 3,#00

Art Sulies.......................................................

3,#00

31 $nsurance !"ense...................................................... %50

&reaid $nsurance.............................................

%50

31 Dereciation !"ense................................................. #,000

Accumulated Dereciation...............................#,000

31 $nterest !"ense.......................................................... 150

$nterest &a'able.................................................

150

31 nearned Advertising ees........................................ 1,#00

Advertising Revenue.........................................

1,#00

31 Salaries !"ense.......................................................... 1,300

Salaries &a'able................................................

1,300



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(b) Mudra communication limited$ncome Statement

or t*e +ear !nded December 31, 2011

Revenues

Advertising revenue.................................................................

#2,-00

!"enses

Salaries e"ense........................................................................ 11,300

Dereciation e"ense............................................................... #,000

Rent e"ense............................................................................. ,000

Art sulies e"ense................................................................ 3,#00

$nsurance e"ense.................................................................... %50

$nterest e"ense........................................................................ 500

/otal e"enses.................................................................

2#,250

et income .......................................................................................... 3#,50

Mudra communication limitedRetained !arnings Statement


Retained earnings, anuar' 1................................................................................

500

Add et income....................................................................................................

3#,50

ess Dividends.......................................................................................................

12,000

Retained earnings, December 31...........................................................................

2,450


alance S*eet




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Assets

6as* ................................................................................................ 11,000

Accounts receivable.......................................................................

22,500

Art sulies.....................................................................................

5,000

&reaid insurance..........................................................................

2,500

&rinting e7uiment........................................................................ #0,000

ess Accumulated dereciation.................................................. 3,000

2#,000

/otal assets..................................................................

#-,000

iabilities and Stoc8*olders9 !7uit'

iabilities

otes a'able........................................................................

5,000

Accounts a'able.................................................................

5,000

nearned advertising :ees...................................................

5,#00

Salaries a'able....................................................................1,300

$nterest a'able....................................................................

150

/otal liabilities............................................................

1-,050

Stoc8*olders9 e7uit'

6ommon stoc8...................................................................... 25,000

Retained earnings................................................................. 2,450

/otal stoc8*olders9 e7uit'..........................................

4,450

/otal liabilities and stoc8*olders9

e7uit' .......................................................................

#-,000

(c) (1) $ ; & < R < /

150 ; 5,000 < R < 1=2



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150 ; 2,500R

R ;150

2,500

R ; #>

(2) Salaries !"ense, 11,300 less Salaries &a'able 12=31=0%, 1,300 ;

10,000. /otal a'ments, 12,500 ? 10,000 ; 2,500 Salaries &a'able

12=31=0-.

Conclusion:

In todays world which is fast moving & dynamic, peoples wants,

need and desires are changing; its very important to know them and give

them what they want. This is the main objective of advertising where ad

agency plays major role in market research, making of creative,

launching it in the market, taking the feedback of consumer and making

any product famous and acceptable among consumers. Ad agencies are

playing an important role in shaping present and future of not just

selected brand but of entire company.

There is no one -- sure-fire -- best way to advertise your product or

service. It is important to explore the various advertising media andselect those which will most effectively convey your message to your

customers in a cost-efficient manner. Always to be remember,

advertising is an investment in the future of your business.

Ad agency is service industry it is growing very fast .talented

people are hired and they are showing there creativity ability .the ad

agency are providing services to the branded company carrying there

advertisement campaign most effectively.

They know how to attract the consumers .from one side agency arevery costly they are charging more money for the advertisement

campaign. On other side it is useful to the company .the ad agency can

launch the company product in better way.



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I think ad agencies are playing key role in-increasing the brand &

performance of a product or services of a company. Thank to ad agencies

contribution for changing our world of dreams & desire.

Bibliography-

Marketing management by Philip kotler

Advertising principle practice by Burnett wells Mariraty

www.google.com

www.indiaadvertising agency.com

www.yahoo.com

www.msn.com

Mudra 6ommunications td

M!"# H$%&, S'&' CG R!, E*%+"*!&, A'&!#+#! 380 006

T& (0091 79) 656 5659 F#/ (0091 79) 642 5058

Branch telephone numbers

A'&!#+#! (0091 79) 646 153023

##$"& (0091 80) 5588692

&'* (0091 11) 616 529092

M+#* (0091 22) 496 4800

C'* (0091 44) 825 0932, 8273151

C## (0091 33) 474 908485

H!&"#+#! (0091 40) 3314181, 3390494

$'* (0091 484) 365750301

E-#* ".#"$"#!"#.$

URL .!"#.$

C#*#*%&! +**% R% 5232.54 **$

T&&:*%*$ +**% N.A.

22
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