Mini project mudra-ad-agency-manendra shukla

Mudra communication limited

PROJECT REPORT

ONCLIENT RELATIONSHIP MANAGEMENT (CRM) &

PROFITABILITY OF ADVERTISING FIRM

Mudra communication limited (SUBMITTED ON THE PARTIAL COMPLETION OFPOST GRADUATION DIPLOMA IN MANAGEMENT)

SUBMITTED BY: -

Manendra shukla P.G.D.M Master School of Management Session – 2010-2012

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



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 25th march 1980

Mr. Krishnamurthy started his advertising career with Shilpi advertising in 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 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 MumbaiIndustry Marketing and advertisingType Privately held Status OperatingFounded 1980Sanjay Sharma New president(North & East)Company size 501-1000 employeesWeb site www.Mudra .com

Members in the management of the Mudra communication ltd

Name DesignationSebastian Joseph Executive, vice-president and head

technology Mohit Bhagchandani Country head, Mudra sportJoy Deep Dasgupta Vice president and national strategic,

planning head Sonal Jheej Account planner

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

the country. In a short span of nine years, today the Mudra group is one of the India s leading marketing communication networksThe group utilizes it s deep understanding of consumers brands and media to deliver creative business solution –A customized and collaborative approach helps it s client build enduring and profitable brands

The group offers integrated communication services through it’s 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


http://www.mudra/


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 Cochin’s 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;

1. Only Vimal

2. I Love You Rasna



3 My Daddy Strongest

4. The World in Your Pocket

6 The Mint With The Hole



7 Team Samsung

8 McDonalds Mein Hai Kuch Baat

9 Kar Lo Duniya Muthi Mein

People working in an agency:

Accounts Executive: It is a key career option in advertising agency. He is called 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.

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 a successful track record. They are copywriters, jingle singers, radio announcers, artists, visualizers, technical writers etc.

Organization Structure of Advertising Department

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 is a 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.



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

Advertising Manager

Consumer Institutional Government

Market Manager Market Manager Market Manager



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 the total 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: Provision of 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

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 the organization

1 Mudra is a today the largest Indian advertising agency .it s meteoric growth has been driven by some epochal work Mudra has created some of most memorable advertising like

1. Only Vimal2. I Love You Rasna 3. My Daddy Strongest4. Humko Binie Mangta5. 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 Ahmadabad4 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 are supported by the largest national network among all agency.

2 Mudra 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 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 Communication3. Union Bank Of India4. Life Insurance Cooperation Of India5. Godrej6. The Philips7. Hindustan Unilever Ltd. 8. Pepsi9. Jet Air Ways10. Reliance ADAG11. Spice Telecom12. ICI Points13. Union Bank Of India14. Amrutanjan15. 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); 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.

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 awards – Number of awards-825 like Abby, CAG, Ad clubs, AAAI show case of India advertising and others

3. Agency of the year 8 times – Mudra founder A.G. Krishna Murty 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

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 its clients- 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 image in the Indian market.

Threats

- Challenging stiff competition from its competitor’s from both domestic & 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 PLACEAdbur Pvt Ltd GhaziabadAkshara Advertising New DelhiAmbience D’Arcy Mumbai

Chaitra Leo Burnett Pvt Ltd

Mumbai -

Financial Data and Analysis

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

2,500

31 Art Supplies Expense.................................................. 3,600Art Supplies.......................................................

3,600

31 Insurance Expense...................................................... 850Prepaid Insurance.............................................

850

31 Depreciation Expense................................................. 6,000Accumulated Depreciation...............................

6,000

31 Interest Expense.......................................................... 150Interest Payable.................................................

150

31 Unearned Advertising Fees........................................ 1,600



Advertising Revenue.........................................1,600

31 Salaries Expense.......................................................... 1,300Salaries Payable................................................

1,300

(b) Mudra communication limited Income Statement

For the Year Ended December 31, 2011

RevenuesAdvertising revenue.................................................................

$62,700Expenses

Salaries expense........................................................................ $11,300Depreciation expense............................................................... 6,000Rent expense............................................................................. 4,000Art supplies expense................................................................ 3,600Insurance expense.................................................................... 850Interest expense........................................................................ 500

Total expenses................................................................. 26,250Net income .......................................................................................... $36,450

Mudra communication limited Retained Earnings Statement


Retained earnings, January 1................................................................................ $ 500

Add: Net income.................................................................................................... 36,450

36,950



Less: Dividends....................................................................................................... 12,000

Retained earnings, December 31...........................................................................$24,950

Mudra communication limited Balance Sheet


AssetsCash ................................................................................................ $11,000Accounts receivable.......................................................................

22,500Art supplies..................................................................................... 5,000Prepaid insurance.......................................................................... 2,500Printing equipment........................................................................ $60,000Less: Accumulated depreciation.................................................. 34,000

26,000Total assets..................................................................

$67,000

Liabilities and Stockholders’ EquityLiabilities

Notes payable........................................................................$ 5,000

Accounts payable................................................................. 5,000

Unearned advertising fees................................................... 5,600

Salaries payable.................................................................... 1,300

Interest payable.................................................................... 150

Total liabilities............................................................ 17,050

Stockholders’ equity



Common stock...................................................................... $25,000Retained earnings................................................................. 24,950

Total stockholders’ equity......................................... 49,950

Total liabilities and stockholders’ equity.......................................................................

$67,000

(c) (1) I = P X R X T$150 = $5,000 X R X 1/2$150 = $2,500R

R = $150$2,500

R = 6%

(2) Salaries Expense, $11,300 less Salaries Payable 12/31/08, $1,300 = $10,000. Total payments, $12,500 – $10,000 = $2,500 Salaries Payable 12/31/07.

Conclusion:

In today’s world which is fast moving & dynamic, people’s wants, need and desires are changing; it’s 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 and select 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 are very 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.

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 kotlerAdvertising principle practice by Burnett wells Mariraty

www.google.comwww.india advertising agency.comwww.yahoo.comwww.msn.com

Mudra Communications Ltd

Mudra House, Sheth CG Rd, Ellisbridge, Ahmedabad 380 006Tel: (0091 79) 656 5659 Fax: (0091 79) 642 5058

Branch telephone numbers: Ahmedabad: (0091 79) 646 1530/23Bangalore: (0091 80) 5588692Delhi: (0091 11) 616 5290/92Mumbai: (0091 22) 496 4800Chennai: (0091 44) 825 0932, 8273151Calcutta: (0091 33) 474 9084/85Hyderabad: (0091 40) 3314181, 3390494Kochi: (0091 484) 365750/301 E-mail: [email protected]: www.mudra.com


http://www.mudra.com/

mailto:[email protected]

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Capitalised billings: Rs 5232.54 millionTelevision billings: N.A.
