Sales Promotion on Malaya Mano0rama the Weak 25-10-2013

8/13/2019 Sales Promotion on Malaya Mano0rama the Weak 25-10-2013

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SUMMER TRAINING

ON

SALES PROMOTION OF THE WEEK MAGAZINE PUBLISHED BY MALAYALA

MANORAMA

Submitted Fo T!e P" ti"# Fu#$i##me%t O$ T!e Re&ui eme%tFo T!e A'" d O$

MBA

Submitted B(P "mod Kum"

MBA III Sem)Ro## No) *+,-.,//01

Submitted ToD ) A2!i2! B!"t%"3"

P o$e22o

ANSAL INSTITUTE OF TE4HNOLOGY 5 MANAGEMENT6LU4KNOW

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A4KNOWLEDGEMENTA4KNOWLEDGEMENT

Any fruitful work is incomplete without a word of thanks to those

involved directly or indirectly in its completion. With my sincere

gratitude I would like to thanks everyone who has supported me in

my project.

I would like to extend my sense of acknowledgement to their

immense help & guidance that they have provided me during this

summer training. he present work has taken its !harpe largely to

their wise counsels" concrete and constructive suggestion and

sincere courtesy.

I would like to thank D ) A2!i2! B!"t%"3" for his support and

encouragement during this summer training. he opportunity

provided #y his was an immense learning experience.

he help received from something without which the project would

not have #een complete. heir insight as well as guidance helped me

to understand the essentials of the $roject. I would like to thank them

for their support.2


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I extend my gratitude to the entire !ales department for guiding me

during the summer training.

I would also like to place on record my sense of gratitude to my

parents and friends for their support and encouragement" which has

always guided me my entire endeavourer.

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PREFA4E

Impact of sales promotion is any initiative undertaken #y anorganisation to promote an increase in sales" usage or trial of a

product or service %i.e. initiatives that are not covered #y the other

elements of the marketing communications or promotions mix . !ales

promotions are varied. 'ften they are original and creative" and

hence a comprehensive list of all availa#le techni(ues is virtually

impossi#le %since original sales promotions are launched daily) .

Fi%e 7 i%t is less noticea#le print smaller than the more o#vious

larger print it accompanies that advertises or otherwise descri#es or

partially descri#es a commercial product or service. *+, he larger print

that is used in conjunction with fine print is ingenuously used #y the

merchant in effect to deceive the consumer into #elieving the offer is

more advantageous than it really is" via a legal technicality which

re(uires full disclosure of all %even unfavora#le terms or conditions"

#ut does not specify the manner %si-e" typeface" coloring" etc. of

disclosure.

4
http://en.wikipedia.org/wiki/Fine_print#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Legal_technicalityhttp://en.wikipedia.org/wiki/Fine_print#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Legal_technicality


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ine print often says the opposite of what the larger print says. or

example" if the larger print says /pre0approved/ the fine print will say

/su#ject to approval./ *1, 2specially in pharmaceutical advertisements"

fine print may accompany a warning message" #ut this message is

often neutrali-ed #y the more eye0catching positive images and

pleasant #ackground music % eye candy . !ometimes" television

advertisements will flash text fine print in camouflagic colors" and for

notoriously #rief periods of time" making it difficult for the viewer to

read.

he use of fine print has #ecome a standard method of advertising in

certain industries" particularly those selling a higher0priced product or

service" or a specialty item not found on the mainstream market" or

involving a signed contract . he practice" for example" can #e used to

mislead the consumer in reference to an item3s price" its value" or the

nutritional content of a food product.

5
http://en.wikipedia.org/wiki/Fine_print#cite_note-autogenerated1-1%23cite_note-autogenerated1-1http://en.wikipedia.org/wiki/Eye_candyhttp://en.wikipedia.org/wiki/Camouflagehttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Contracthttp://en.wikipedia.org/wiki/Fine_print#cite_note-autogenerated1-1%23cite_note-autogenerated1-1http://en.wikipedia.org/wiki/Eye_candyhttp://en.wikipedia.org/wiki/Camouflagehttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Contract


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4ONTENT

+. Introduction

a. 4onsumer sales promotion#. rade sales promotion

c. $olitical issues

d. 2xternal references

e. 5alayalam 5anorama weekly maga-ine

f. 6usiness

g. Awardsh. 5odels

i. he fine print advertisement

j. 4ore 6usiness Activities

k. 4ommunity Initiatives

1. company profile

7. Advertising #y 5alayalam 5anorama weekly maga-ine

8. !W'

9. :esearch 5ethodology

;. Analysis of . !uggestion

?. 6i#liography

+@. Annexure

6
http://en.wikipedia.org/wiki/Sales_promotion#Consumer_sales_promotion_techniques%23Consumer_sales_promotion_techniqueshttp://en.wikipedia.org/wiki/Sales_promotion#Trade_sales_promotion_techniques%23Trade_sales_promotion_techniqueshttp://en.wikipedia.org/wiki/Sales_promotion#Political_issues%23Political_issueshttp://en.wikipedia.org/wiki/Sales_promotion#External_references%23External_referenceshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Business%23Businesshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Awards%23Awardshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Models%23Modelshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Mahindra_Group%23Mahindra_Grouphttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Core_Business_Activities%23Core_Business_Activitieshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Community_Initiatives%23Community_Initiativeshttp://en.wikipedia.org/wiki/Sales_promotion#Consumer_sales_promotion_techniques%23Consumer_sales_promotion_techniqueshttp://en.wikipedia.org/wiki/Sales_promotion#Trade_sales_promotion_techniques%23Trade_sales_promotion_techniqueshttp://en.wikipedia.org/wiki/Sales_promotion#Political_issues%23Political_issueshttp://en.wikipedia.org/wiki/Sales_promotion#External_references%23External_referenceshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Business%23Businesshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Awards%23Awardshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Models%23Modelshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Mahindra_Group%23Mahindra_Grouphttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Core_Business_Activities%23Core_Business_Activitieshttp://en.wikipedia.org/wiki/Mahindra_&_Mahindra#Community_Initiatives%23Community_Initiatives


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INTRODU4TION

S"#e2 P omotio%

Impact of sales promotion is any initiative undertaken #y an

organisation to promote an increase in sales" usage or trial of a

product or service %i.e. initiatives that are not covered #y the other

elements of the marketing communications or promotions mix .

!ales promotions are varied. 'ften they are original and creative"

and hence a comprehensive list of all availa#le techni(ues is

virtually impossi#le %since original sales promotions are launched

daily) . ere are some examples of popular sales promotions

activitiesB

%a Bu(8O%e8Get8O%e8F ee 9BOGOF: 0 which is an example of a

self0li(uidating promotion. or example if a loaf of #read is priced

at C+" and cost +@ cents to manufacture" if you sell two for C+" you

are still in profit 0 especially if there is a corresponding increase in

sales. his is known as a $:25ID5 sales promotion tactic.

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%# 4u2tome e#"tio%2!i7 incentives such as #onus points or

money off coupons. here are many examples of 4:5" from

#anks to supermarkets.

%c Ne' medi" 0 We#sites and mo#ile phones that support a sales

promotion. or example" in the Dnited Eingdom" Festle printed

individual codes on EI 0EA packaging" where#y a consumer

would enter the code into a dynamic we#site to see if they had

won a pri-e. 4onsumers could also text codes via their mo#ile

phones to the same effect.

%d Me ;!"%di2i%3 additions such as dump #ins" point0of0sale

materials and product demonstrations.

%e F ee 3i$t2 e.g. !u#way gave away a card with six spaces for

stickers with each sandwich purchase. 'nce the card was full the

consumer was given a free sandwich.

%f Di2;ou%ted 7 i;e2 e.g. 6udget airline such as 2asyGet and

:yanair" e0mail their customers with the latest low0price deals

once new flights are released" or additional destinations are

announced.

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%g


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SALES PROMOTION

5arketing

Eey concepts

$roduct J $ricing J $romotion


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$roduct placement J $u#lic relations

$u#licity J S"#e2 7 omotio%

!ex in advertising J Dnderwriting$romotional media

$rinting J $u#lication J 6roadcasting

'ut0of0home J Internet marketing

$oint of sale J Fovelty items


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free travel" such as free flights

!ales promotions can #e directed at either the customer " sales staff"

or distri#ution channel mem#ers %such as retailers . !ales promotions

targeted at the consumer are called ;o%2ume 2"#e2 7 omotio%2 .

!ales promotions targeted at retailers and wholesale are called t "de

2"#e2 7 omotio%2 . !ome sale promotions" particularly ones with

unusual methods" are considered gimmick #y many.

4o%2ume 2"#e2 7 omotio% te;!%i&ue2

$rice dealB A temporary reduction in the price" such as happy

hour

Loyal :eward $rogramB 4onsumers collect points" miles" orcredits for purchases and redeem them for rewards. wo

famous examples are $epsi !tuff and AAdvantage .

4ents0off dealB 'ffers a #rand at a lower price. $rice reduction

may #e a percentage marked on the package.

$rice0pack dealB he packaging offers a consumer a certain

percentage more of the product for the same price %for

example" 19 percent extra .

13
http://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Wholesalershttp://en.wikipedia.org/wiki/Gimmickshttp://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/AAdvantagehttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Wholesalershttp://en.wikipedia.org/wiki/Gimmickshttp://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/AAdvantage


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4ouponsB coupons have #ecome a standard mechanism for

sales promotions.

Loss leader B the price of a popular product is temporarily

reduced in order to stimulate other profita#le sales

ree0standing insert % !I B A coupon #ooklet is inserted into the

local newspaper for delivery.

'n0shelf couponingB 4oupons are present at the shelf where

the product is availa#le.

4heckout dispensersB 'n checkout the customer is given a

coupon #ased on products purchased.

'n0line couponingB 4oupons are availa#le on line. 4onsumers

print them out and take them to the store.

5o#ile couponingB 4oupons are availa#le on a mo#ile phone.

4onsumers show the offer on a mo#ile phone to a salesperson

for redemption.

'nline interactive promotion gameB 4onsumers play an

interactive game associated with the promoted product. !ee an

example of the Interactive Internet Ad for tomato ketchup.

:e#ates B 4onsumers are offered money #ack if the receipt and

#arcode are mailed to the producer.

14
http://en.wikipedia.org/wiki/Loss_leaderhttp://www.business-idea.com/ShowPosting.asp?ID=2123http://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Barcodehttp://en.wikipedia.org/wiki/Loss_leaderhttp://www.business-idea.com/ShowPosting.asp?ID=2123http://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Barcode


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4ontestsJsweepstakesJgamesB he consumer is automatically

entered into the event #y purchasing the product.

$oint0of0sale displaysB0

o Aisle interrupterB A sign that juts into the aisle from the

shelf.

o


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T "de 2"#e2 7 omotio% te;!%i&ue2

rade allowancesB short term incentive offered to induce aretailer to stock up on a product.


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POLITI4AL ISSUES

!ales promotions have traditionally #een heavily regulated in manyadvanced industrial nations" with the nota#le exception of the Dnited

!tates . or example" the Dnited Eingdom formerly operated under a

resale price maintenance regime in which manufacturers could legally

dictate the minimum resale price for virtually all goodsO this practice

was a#olished in +?;8.

5ost 2uropean countries also have controls on the scheduling and

permissi#le types of sales promotions" as they are regarded in those

countries as #ordering upon unfair #usiness practices . Mermany is

notorious for having the most strict regulations. amous examplesinclude the car wash that was #arred from giving free car washes to

regular customers and a #aker who could not give a free cloth #ag to

customers who #ought more than +@ rolls.

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http://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Resale_price_maintenancehttp://en.wikipedia.org/wiki/Unfair_business_practiceshttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Resale_price_maintenancehttp://en.wikipedia.org/wiki/Unfair_business_practiceshttp://en.wikipedia.org/wiki/Germany


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PROMOTIONAL MI?

here are four main aspects of a 7 omotio%"# mi@ .

hese areB

* Ad e ti2i%3 8 Any paid presentation and promotion of ideas" goods"

or services #y an identified sponsor. 2xamplesB $rint ads" radio"

television" #ill#oard" direct mail" #rochures and catalogs" signs" in0

store displays" posters" motion pictures" We# pages" #anner ads" and

emails.

+ Pe 2o%"# Se##i%3 8 A process of helping and persuading one or

more prospects to purchase a good or service or to act on any idea

through the use of an oral presentation. 2xamplesB !ales

presentations" sales meetings" sales training and incentive programs

for intermediary salespeople" samples" and telemarketing. 4an #e

face0to0face or via telephone.

0 P omotio%2 8 Incentives designed to stimulate the purchase or sale

of a product" usually in the short term. 2xamplesB 4oupons"

sweepstakes" contests" product samples" re#ates" tie0ins" self0

li(uidating premiums" trade shows" trade0ins" and exhi#itions.

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http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/w/index.php?title=Personal_Selling&action=edit&redlink=1http://en.wikipedia.org/wiki/Promotionshttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/w/index.php?title=Personal_Selling&action=edit&redlink=1http://en.wikipedia.org/wiki/Promotions


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- Pub#i; e#"tio%2 8 $aid intimate stimulation of supply for a product"

service" or #usiness unit #y planting significant news a#out it or a

favora#le presentation of it in the media. 2xamplesB Fewspaper and

maga-ine articlesJreports" Hs and radio presentations" charita#le

contri#utions" speeches" issue advertising" and seminars.


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4ATEGORY SALES PROMOTION

Sub;"te3o ie2

his category has only the following su#category.

4

*C, 4ustomer loyalty programs %+

P"3e2 i% ;"te3o ( S"#e2 7 omotio%

he following 1? pages are in this category" out of 1? total. his list

may not reflect recent changes % learn more .

!ales promotion

BB" 3"i%

6uy one" get one free

4

4lip strip

4oupon

G

Mrand opening

H

appy hour

oover free

flights promotion

P ;o%t)

$romotional item

R

:e#ate %marketing

:unning of the

6rides

20
http://en.wikipedia.org/wiki/Category:Customer_loyalty_programshttp://en.wikipedia.org/wiki/Wikipedia:FAQ/Categories#Why_might_a_category_list_not_be_up_to_date.3Fhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Bargainhttp://en.wikipedia.org/wiki/Buy_one,_get_one_freehttp://en.wikipedia.org/wiki/Clip_striphttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Grand_openinghttp://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Hoover_free_flights_promotionhttp://en.wikipedia.org/wiki/Hoover_free_flights_promotionhttp://en.wikipedia.org/wiki/Promotional_itemhttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Running_of_the_Brideshttp://en.wikipedia.org/wiki/Running_of_the_Brideshttp://en.wikipedia.org/wiki/Category:Customer_loyalty_programshttp://en.wikipedia.org/wiki/Wikipedia:FAQ/Categories#Why_might_a_category_list_not_be_up_to_date.3Fhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Bargainhttp://en.wikipedia.org/wiki/Buy_one,_get_one_freehttp://en.wikipedia.org/wiki/Clip_striphttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Grand_openinghttp://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Hoover_free_flights_promotionhttp://en.wikipedia.org/wiki/Hoover_free_flights_promotionhttp://en.wikipedia.org/wiki/Promotional_itemhttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Running_of_the_Brideshttp://en.wikipedia.org/wiki/Running_of_the_Brides


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D


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selling " and pu#licityJpu#lic relations . 5edia and non0media

marketing communication are employed for a pre0determined" limited

time to increase consumer demand" stimulate market demand or

improve product availa#ility. 2xamples includeB

contests

point of purchase displays

re#ates

free travel" such as free flights

!ales promotions can #e directed at either the customer " sales staff"

or distri#ution channel mem#ers %such as retailers . !ales promotions

targeted at the consumer are called ;o%2ume 2"#e2 7 omotio%2 .

!ales promotions targeted at retailers and wholesale are called t "de

2"#e2 7 omotio%2 . !ome sale promotions" particularly ones with

unusual methods" are considered gimmick #y many.

4o%2ume 2"#e2 7 omotio% te;!%i&ue2

$rice dealB A temporary reduction in the price" such as happy

hour

22
http://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Contesthttp://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Wholesalershttp://en.wikipedia.org/wiki/Gimmickshttp://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Contesthttp://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Wholesalershttp://en.wikipedia.org/wiki/Gimmickshttp://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Happy_hour


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Loyal :eward $rogramB 4onsumers collect points" miles" or

credits for purchases and redeem them for rewards. wo

famous examples are $epsi !tuff and AAdvantage . 4ents0off dealB 'ffers a #rand at a lower price. $rice reduction

may #e a percentage marked on the package.

$rice0pack dealB he packaging offers a consumer a certain

percentage more of the product for the same price %for

example" 19 percent extra .

4ouponsB coupons have #ecome a standard mechanism for

sales promotions.

Loss leader B the price of a popular product is temporarily

reduced in order to stimulate other profita#le sales

ree0standing insert % !I B A coupon #ooklet is inserted into the

local newspaper for delivery.

'n0shelf couponingB 4oupons are present at the shelf where

the product is availa#le.

4heckout dispensersB 'n checkout the customer is given a

coupon #ased on products purchased.

'n0line couponingB 4oupons are availa#le on line. 4onsumers

print them out and take them to the store.

23
http://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/AAdvantagehttp://en.wikipedia.org/wiki/Loss_leaderhttp://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/AAdvantagehttp://en.wikipedia.org/wiki/Loss_leader


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5o#ile couponingB 4oupons are availa#le on a mo#ile phone.

4onsumers show the offer on a mo#ile phone to a salesperson

for redemption. 'nline interactive promotion gameB 4onsumers play an

interactive game associated with the promoted product. !ee an

example of the Interactive Internet Ad for tomato ketchup.

:e#ates B 4onsumers are offered money #ack if the receipt and

#arcode are mailed to the producer.

4ontestsJsweepstakesJgamesB he consumer is automatically

entered into the event #y purchasing the product.

$oint0of0sale displaysB0

o Aisle interrupterB A sign that juts into the aisle from the

shelf.

o


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4USTOMER RELATIONSHIP

4u2tome e#"tio%2!i7 is a widely0implemented strategy formanaging a companyPs interactions with customers " clients and sales

prospects. It involves using technology to organi-e" automate" and

synchroni-e #usiness processesQprincipally sales activities" #ut also

those for marketing " customer service " and technical support . he

overall goals are to find" attract" and win new clients" nurture and

retain those the company already has" entice former clients #ack into

the fold" and reduce the costs of marketing and client service. *+,

4ustomer relationship management descri#es a company0wide

#usiness strategy including customer0interface departments as well

as other departments. *1,

P!"2e2

he three phases in which 4:5 support the relationship #etween a

#usiness and its customers are toB

Ac(uireB 4:5 can help a #usiness ac(uire new customers

through contact management" selling" and fulfillment. *7,

26
http://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-hot-0%23cite_note-hot-0http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-dest1-1%23cite_note-dest1-1http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-James_A._O.27Brien_.26_George_M._Marakas_2009-2%23cite_note-James_A._O.27Brien_.26_George_M._Marakas_2009-2http://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-hot-0%23cite_note-hot-0http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-dest1-1%23cite_note-dest1-1http://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-James_A._O.27Brien_.26_George_M._Marakas_2009-2%23cite_note-James_A._O.27Brien_.26_George_M._Marakas_2009-2


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2nhanceB we#0ena#led 4:5 com#ined with customer service

tools offers customers service from a team of sales and service

specialists" which offers customers the convenience of one0stop

shopping. *7,

:etainB 4:5 software and data#ases ena#le a #usiness to

identify and reward its loyal customers and further develop its

targeted marketing and relationship marketing initiatives. *8,

Be%e$it2 o$ 4R

he use of a 4: system will confer several advantages to a

companyB

Ruality and efficiency


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solutions then expanded to em#race deal tracking" territories"

opportunities" and at the sales pipeline itself. Fext came the advent of

tools for other client0interface #usiness functions" as descri#ed #elow.

hese tools have #een" and still are" offered as on0premises software

that companies purchase and run on their own I infrastructure.

'ften" implementations are fragmentedQisolated initiatives #y

individual departments to address their own needs. !ystems that start

disunited usually stay that wayB siloed thinking and decision

processes fre(uently lead to separate and incompati#le systems" and

dysfunctional processes.

6usiness reputation has #ecome a growing challenge. he outcome

of internal fragmentation that is o#served and commented upon #y

customers is now visi#le to the rest of the world in the era of the

social customer" where in the past" only employees or partners were

aware of it. Addressing the fragmentation re(uires a shift in

philosophy and mindset within an organi-ation so that everyone

considers the impact to the customer of policy" decisions and actions.

uman response at all levels of the organi-ation can affect the

28
http://en.wikipedia.org/wiki/Information_silohttp://en.wikipedia.org/wiki/Information_silo


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customer experience for good or ill. 2ven one unhappy customer can

deliver a #ody #low to a #usiness. *9,

T(7e2 " i"tio%2

S"#e2 $o ;e "utom"tio%

!ales force automation %! A involves using software to streamline

all phases of the sales process" minimi-ing the time that sales

representatives need to spend on each phase. his allows sales

representatives to pursue more clients in a shorter amount of time

than would otherwise #e possi#le. At the heart of ! A is a contact

management system for tracking and recording every stage in the

sales process for each prospective client" from initial contact to finaldisposition. 5any ! A applications also include insights into

opportunities" territories" sales forecasts and workflow automation"

(uote generation" and product knowledge. 5odules for We# 1.@ e0

commerce and pricing are new" emerging interests in ! A. *+,

M" eti%3

4:5 systems for marketing help the enterprise identify and target

potential clients and generate leads for the sales team. A key29
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marketing capa#ility is tracking and measuring multichannel

campaigns" including email" search" social media" telephone and

direct mail. 5etrics monitored include clicks" responses" leads" deals"

and revenue. his has #een superseded #y marketing automation

and $rospect :elationship 5anagement %$:5 solutions which track

customer #ehaviour and nurture them from first contact to sale" often

cutting out the active sales process altogether.

4u2tome 2e i;e "%d 2u77o t

:ecogni-ing that service is an important factor in attracting and

retaining customers" organi-ations are increasingly turning to

technology to help them improve their clientsP experience while

aiming to increase efficiency and minimi-e costs. *;, 2ven so" a 1@@?

study revealed that only 7? of corporate executives #elieve their

employees have the right tools and authority to solve client

pro#lems.. *=, he core for these applications has #een and still is

comprehensive call center solutions" including such features as

intelligent call routing" computer telephone integration %4 I " and

escalation capa#ilities.

30
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A%"#(ti;2

:elevant analytics capa#ilities are often interwoven into applications

for sales" marketing" and service. hese features can #e

complemented and augmented with links to separate" purpose0#uilt

applications for analytics and #usiness intelligence. !ales analytics

let companies monitor and understand client actions and preferences"

through sales forecasting and data (uality.

5arketing applications generally come with predictive analytics to

improve segmentation and targeting" and features for measuring the

effectiveness of online" offline" and search marketing campaign. We#

analytics have evolved significantly from their starting point of merely

tracking mouse clicks on We# sites. 6y evaluating #uy signals"

marketers can see which prospects are most likely to transact and

also identify those who are #ogged down in a sales process and need

assistance. 5arketing and finance personnel also use analytics to

assess the value of multi0faceted programs as a whole.

hese types of analytics are increasing in popularity as companies

demand greater visi#ility into the performance of call centers and

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other service and support channels" *;, in order to correct pro#lems

#efore they affect satisfaction levels. !upport0focused applications

typically include dash#oards similar to those for sales" plus

capa#ilities to measure and analy-e response times" service (uality"

agent performance" and the fre(uency of various issues.

I%te3 "ted 4o##"bo "ti e

, 5ore recently" the

development and adoption of these tools and services have fostered

greater fluidity and cooperation among sales" service" and marketing.

his finds expression in the concept of colla#orative systems which

uses technology to #uild #ridges #etween departments. or example"

feed#ack from a technical support center can enlighten marketers

a#out specific services and product features clients are asking for.

:eps" in their turn" want to #e a#le to pursue these opportunities

without the #urden of re0entering records and contact data into a

separate ! A system.

32
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Sm"## bu2i%e22

or small #usiness " #asic client service can #e accomplished #y a

contact manager systemB an integrated solution that lets

organi-ations and individuals efficiently track and record interactions"

including emails" documents" jo#s" faxes" scheduling" and more.

hese tools usually focus on accounts rather than on individual

contacts. hey also generally include opportunity insight for tracking

sales pipelines plus added functionality for marketing and service. As

with larger enterprises" small #usinesses are finding value in online

solutions" especially for mo#ile and telecommuting workers.

So;i"# medi"

!ocial media sites like witter " LinkedIn and ace#ook are amplifying

the voice of people in the marketplace and are having profound and

far0reaching effects on the ways in which people #uy. 4ustomers can

now research companies online and then ask for recommendations

through social media channels" making their #uying decision without

contacting the company.

33
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$eople also use social media to share opinions and experiences on

companies" products and services. As social media is not as widely

moderated or censored as mainstream media" individuals can say

anything they want a#out a company or #rand" positive or negative.

Increasingly" companies are looking to gain access to these

conversations and take part in the dialogue. 5ore than a few systems

are now integrating to social networking sites. !ocial media

promoters cite a num#er of #usiness advantages" such as using

online communities as a source of high0(uality leads and a vehicle for

crowd sourcing solutions to client0support pro#lems. 4ompanies can

also leverage client stated ha#its and preferences to /hyper0target/

their sales and marketing communications.*?,

!ome analysts take the view that #usiness0to0#usiness marketers

should proceed cautiously when weaving social media into their

#usiness processes. hese o#servers recommend careful market

research to determine if and where the phenomenon can provide

measura#le #enefits for client interactions" sales and support. *+@, It is

stated *by whom? , that people feel their interactions are peer0to0peer

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#etween them and their contacts" and resent company involvement"

sometimes responding with negatives a#out that company.

No%87 o$it "%d membe 2!i78b"2ed

!ystems for non0profit and mem#ership0#ased organi-ations help

track constituents and their involvement in the organi-ation.

4apa#ilities typically include tracking the followingB fund0raising"

demographics" mem#ership levels" mem#ership directories"

volunteering and communications with individuals.

5any include tools for identifying potential donors #ased on previous

donations and participation. In light of the growth of social networking

tools" there may #e some overlap #etween socialJcommunity driventools and non0profitJmem#ership tools.

St "te3(

or larger0scale enterprises" a complete and detailed plan is re(uired

to o#tain the funding" resources" and company0wide support that can

make the initiative of choosing and implementing a system

successful. 6enefits must #e defined" risks assessed" and cost

(uantified in three general areasB35


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$rocessesB hough these systems have many technological

components" #usiness processes lie at its core. It can #e seen

as a more client0centric way of doing #usiness" ena#led #y

technology that consolidates and intelligently distri#utes

pertinent information a#out clients" sales" marketing

effectiveness" responsiveness" and market trends. herefore" a

company must analy-e its #usiness workflows and processes

#efore choosing a technology platformO some will likely need re0

engineering to #etter serve the overall goal of winning and

satisfying clients. 5oreover" planners need to determine the

types of client information that are most relevant" and how #est

to employ them. *1,

$eopleB or an initiative to #e effective" an organi-ation must

convince its staff that the new technology and workflows will

#enefit employees as well as clients. !enior executives need to

#e strong and visi#le advocates who can clearly state and

support the case for change. 4olla#oration" teamwork" and two0

way communication should #e encouraged across hierarchical

#oundaries" especially with respect to process improvement. *++,

36
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echnologyB In evaluating technology" key factors include

alignment with the companyPs #usiness process strategy and

goals" including the a#ility to deliver the right data to the right

employees and sufficient ease of adoption and use. $latform

selection is #est undertaken #y a carefully chosen group of

executives who understand the #usiness processes to #e

automated as well as the software issues.


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$oor planningB Initiatives can easily fail when efforts are limited

to choosing and deploying software" without an accompanying

rationale" context" and support for the workforce. *+7, In other

instances" enterprises simply automate flawed client0facing

processes rather than redesign them according to #est

practices.

$oor integrationB or many companies" integrations are

piecemeal initiatives that address a glaring needB improving a

particular client0facing process or two or automating a favored

sales or client support channel. *+8, !uch point solutions offer

little or no integration or alignment with a companyPs overall

strategy. hey offer a less than complete client view and often

lead to unsatisfactory user experiences.

oward a solutionB overcoming siloed thinking. 2xperts advise

organi-ations to recogni-e the immense value of integrating

their client0facing operations. In this view" internally0focused"

department0centric views should #e discarded in favor of

reorienting processes toward information0sharing across

marketing" sales" and service. or example" sales

38
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representatives need to know a#out current issues and relevant

marketing promotions #efore attempting to cross0sell to a

specific client. 5arketing staff should #e a#le to leverage client

information from sales and service to #etter target campaigns

and offers. And support agents re(uire (uick and complete

access to a clientPs sales and service history. *+8,

Ado7tio% i22ue2

istorically" the landscape is littered with instances of low adoption

rates. In 1@@7" a Martner report estimated that more than C+ #illion

had #een spent on software that was not #eing used. 5ore recent

research indicates that the pro#lem" while perhaps less severe" is a

long way from #eing solved. According to 4!' Insights" less than 8@

percent of +"1=9 participating companies had end0user adoption rates

a#ove ?@ percent. *+9,

In a 1@@= survey from the D.E." four0fifths of senior executives

reported that their #iggest challenge is getting their staff to use the

systems they had installed. urther" 87 percent of respondents said

they use less than half the functionality of their existing systemO =1

39
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percent indicated they would trade functionality for ease of useO 9+

percent cited data synchroni-ation as a major issueO and ;= percent

said that finding time to evaluate systems was a major pro#lem. *+;,

With expenditures expected to exceed C++ #illion in 1@+@" *+;,

enterprises need to address and overcome persistent adoption

challenges. !pecialists offer these recommendations *+9, for #oosting

adoptions rates and coaxing users to #lend these tools into their daily

workflowB

4hoose a system that is easy to useB not all solutions are

created e(ualO some vendors offer applications that are more

user0friendly S a factor that should #e as important to the

decision as is functionality.

4hoose appropriate capa#ilitiesB employees need to know that

the time they invest in learning and in using the new system will

not #e wasted" indeed that it will yield personal advantagesO

otherwise" they will ignore or circumvent the system.

$rovide trainingB changing the way people work is no small

taskO to #e successful" some familiari-ation training and help0

40
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desk support are usually re(uired" even with todayPs more

usa#le systems.

Lead #y exampleB upper management must use the new

application themselves, there#y showing employees that the

top leaders fully support the application S or else it will skew the

ultimate course of the initiative toward failure" #y risking a

greatly reduced rate of adoption #y employees.

41


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4OMPANY PROFILE

MALAYALA MANORAMA

Malayala Manorama

T(7e weekly maga-ine

Fo m"t 6roadsheet

O'%e 5alayala 5anorama Mroup

Edito 8i%8

;!ie$

5ammen 5athew

Fou%ded +>>>

L"%3u"3e 5alayalam

He"d&u" te 2 Eottayam

4i ;u#"tio% +">@7"77+ daily

ISSN @?=10@@11

O$$i;i"#

'eb2ite

www.manoramaonline.com

42
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Malayala Manorama %5alayalam B is a daily

newspaper " in 5alayalam language " pu#lished in the state of

Eerala " India . According to World Association of Fewspapers " as of

1@++" it holds a position as top ++ th most circulating newspaper in the

world" 7rd largest circulating newspapers in India %#ehind he imes

of India and ?@" and currently has a

readership of over 1@ million %with a circulation #ase of over +.?

million copies *+,. he 5alayalam word /manorama/ roughly

translates to /entertainer/.

The Week (India) " an Indian weekly" is also #rought out #y the

5anorama Mroup. Manorama Yearbook is another yearly pu#lication#y the Eottayam SEo-hikode 0#ased 5anorama Mroup . It has 71

pu#lications all over India in five languages

%2nglish " indi "5alayalam " amil and 6engali .

Hi2to (

43
http://en.wikipedia.org/wiki/Malayalam_languagehttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Malayalam_languagehttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/World_Association_of_Newspapershttp://en.wikipedia.org/wiki/List_of_newspapers_in_the_world_by_circulationhttp://en.wikipedia.org/wiki/List_of_newspapers_in_the_world_by_circulationhttp://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/Dainik_Jagranhttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Malayala_Manorama#cite_note-1http://www.ifabc.org/site/assets/media/National-Newspapers_total-circulation_IFABC_17-01-13.xlshttp://en.wikipedia.org/wiki/The_Week_(India)http://en.wikipedia.org/wiki/Manorama_Yearbookhttp://en.wikipedia.org/wiki/Kottayamhttp://en.wikipedia.org/wiki/Kozhikodehttp://en.wikipedia.org/w/index.php?title=Manorama_Group&action=edit&redlink=1http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Malayalamhttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Bengali_languagehttp://en.wikipedia.org/wiki/File:ManoramaPta.jpghttp://en.wikipedia.org/wiki/Malayalam_languagehttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Malayalam_languagehttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/World_Association_of_Newspapershttp://en.wikipedia.org/wiki/List_of_newspapers_in_the_world_by_circulationhttp://en.wikipedia.org/wiki/List_of_newspapers_in_the_world_by_circulationhttp://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/Dainik_Jagranhttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Malayala_Manorama#cite_note-1http://www.ifabc.org/site/assets/media/National-Newspapers_total-circulation_IFABC_17-01-13.xlshttp://en.wikipedia.org/wiki/The_Week_(India)http://en.wikipedia.org/wiki/Manorama_Yearbookhttp://en.wikipedia.org/wiki/Kottayamhttp://en.wikipedia.org/wiki/Kozhikodehttp://en.wikipedia.org/w/index.php?title=Manorama_Group&action=edit&redlink=1http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Malayalamhttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Bengali_language


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he Malayala Manorama office at $athanamthitta" Eerala

he 5alayalam 5anorama was founded on 5arch +8" +>>> #y

Eandathil Harghese 5appillai. *1, A joint stock pu#lishing company"

destined to ac(uire the status of the first joint stock pu#lishing

company of :epu#lic of India" was incorporated #y in +>>> #y

Eandathil Harghese 5appillai at Eottayam *third-party source needed ," then a

small town in the Eingdom of ravancore " currently" a part of Eerala

state " India. he first issue of Malayala Manorama was pu#lished on

5arch 11" +>?@ from the press owned #y 5alankara

5etropolitan $ulikkottil Goseph 5ar


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%www.theman.in . he group has also diversified into 2ntertainment

and Fews elevision %5a-havil 5anorama" 5anorama Fews " :adio

%:adio 5ango " internet %manoramaonline.com and programming

%5anorama Hision . 'n the occasion of its +19th year ju#ilee" Indian

$ostal


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$athanamthitta

Alappu-ha

I% e2t o$ I%di" edit 2ou ;e

5angalore

6angalore

4hennai

5um#ai


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Time#i%e

+>>>BMalayala Manorama founded

+>?@B irst issue of Malayala Manorama was pu#lished on +8

5arch

+>?1 $u#lication of !hashaposhini commenced

+?@+BMalayala Manorama #ecomes #i0weekly

+?@8B Eandathil Harghese 5appillai" the key figure passesaway on ; Guly

+?+9BMalayala Manorama commences pu#lication of daily

World War I supplements

+?+>BMalayala Manorama #ecomes triweekly on 1 Guly

+?1>BMalayala Manorama #ecomes a daily from 1 Guly

+?1?B 'n 1? 5ay" Akhila Eerala 6alajana !akhyam formed

+?7@BMalayala Manorama" s first Annual Fum#er appears

+?7=B 4ommencement of Malayala Manorama Weekly from >

August

+?7>B ravancore state proscri#es Malayala Manorama on +@

!eptem#er

47
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+?7>B 'n +8 !eptem#er an issue of 5alayala 5anorama

emerged from 4ochin appearing to #e printed at the

Eunnamkulam press of 'rthodox church. 6ut this issue was

actually printed #y the then 5alayalam Fewspaper #y

name #thara Tharaka at their press known #y the name

6hasha 6hooshanam $ress" in Forth $arur. !e(uel to this

Dthara haraka was forced to close down $ #thara Tharaka was

owned and pu#lished #y Eulangara $aily Ittyachan the father0

in0law of E 4 Harghese 5apillai the youngest #rother of E 4

5ammen 5appillai.

+?7?B E. 4. 5ammen 5appillai was convicted and imprisoned

on trumpeted charges of corruption and fraud

+?8+B 5ammen 5appilla released after #eing a#solved of all

false cases

+?8=B rom 1? Fovem#er" Malayala Manorama re0commences

regular pu#lication

+?9@B Installation of the first rotary press

1@@=B 6ecomes the only regional language daily in India to

cross +9 lakh copies.

48
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1@+1B A new printing unit added to the group from Alappu-ha

district.

Pub#i;"tio%2

N"me F e&ue%;( L"%3u"3e T(7e

%ro yam 5onthly 5alayalam ealth

!alarama Weekly 5alayalam 4omic maga-ine

!alarama %mar &hitra

'athaortnightly 5alayalam 4omics

!alarama i est Weekly 5alayalam 4hildren

!hashaposhini 5onthly 5alayalam Arts & Literature

'alikkudukka Weekly 5alayalam 4hildren

'arshakasree 5onthly 5alayalam Agriculture

astTrack 5onthly 5alayalam Automo#ile

49
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Ma ic *ot Weekly 2nglish 4hildren

The Man 5onthly 2nglish 5en

Manorama Weekly Weekly 5alayalam Meneral interest

+mart i e 5onthly 2nglish !ociety

Tell Me Why 5onthly 2nglish 4hildren

Tho.hil /eedhi Weekly 5alayalam 4areer

/anita ortnightly indi Women

/anitha ortnightly 5alayalam Women

/anitha /eedu 5onthly 5alayalam $roperty

Watch Time India 5onthly 2nglish echnology

The Week Weekly 2nglish Meneral interest

50
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MALAYALA MANORAMA WEEKLY MAGAZINE

The Week is an Indian weekly newsmaga-ine pu#lished #y

he 5alayala 5anorama 4o. Ltd. he maga-ine is pu#lished

from Eochi and is currently printed

in


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H.E.6. Fair

The Week was launched #y he 5alayala 5anorama 4o. Ltd in

"*9, the founder chief

editor" remained in office until 19 >. $opularly

known as 5athukuttychayan" he was chairman of the $ress rust

of India" president of the Indian Fewspaper !ociety and chairman

of the Audit 6ureau of 4irculations. e died on + August 1@+@.

he o#it which appeared in he imes of India said" / he highly

acclaimed 2nglish news maga-ine0 he Week0was his

#rainchild./ *;,

52
http://en.wikipedia.org/wiki/K.M._Mathewhttp://en.wikipedia.org/wiki/Padma_Bhushanhttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-5http://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-6http://en.wikipedia.org/wiki/File:VKB_Nair.jpghttp://en.wikipedia.org/wiki/File:VKB_Nair.jpghttp://en.wikipedia.org/wiki/K.M._Mathewhttp://en.wikipedia.org/wiki/Padma_Bhushanhttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-5http://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-6


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E.5. 5athew3s eldest son" 5ammen 5athew" *=, %$adma !hri "

1@@9 "*>, took over on + Ganuary +?>?" and continued until ?

?" is

the highest0ranked editor.

Pub#i2!e 2

$hilip 5athew" the first pu#lisher of the maga-ine" held the post

until >.

Gaco# 5athewB + Ganuary +?>? till date. E.5. 5athew3s third

son" he is currently president of WAF0I :A. e is the second

Asian and the first Indian to hold the post. *?,

Edito 2

he maga-ine has had two editors" after which the designation was

discontinued.

H.E.6. FairB 1; 1 to 7 Gune +?>8.

53
http://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-7http://en.wikipedia.org/wiki/Padma_Shrihttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-8http://en.wikipedia.org/wiki/Malayala_Manoramahttp://en.wikipedia.org/wiki/Malayala_Manoramahttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-9http://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-7http://en.wikipedia.org/wiki/Padma_Shrihttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-8http://en.wikipedia.org/wiki/Malayala_Manoramahttp://en.wikipedia.org/wiki/Malayala_Manoramahttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-9


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.H.:. !henoy %$adma 6hushan " 1@@7 B*+@, +@ Gune +?>8 to ++

>.

Edito 8i%84!" 3e

4urrently" the editor0in0charge is responsi#le for selection of news

under he $ress and :egistration of 6ooks Act" +>;=. he incum#ent

editor0in0charge" : Mopaalakrishnan" took over on +> >.

De2i3% "%d 2t(#e

he maga-ine was initially designed in0house" and was periodically

redesigned. A major content overhaul was led #y $eter Lim" author

and former editor0in0chief of he !traits imes J!ingapore $ress

oldings . e authored the #ook 4hronicle of !ingaporeB ifty Nears

of eadline Fews.

he two major redesigns were led #yB

$eter 'ng *+1, on > Fovem#er +??>.


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unda 5ental #y Eunal Hjayakar .

!chi-o0Fation #y Anuja 4hauhan .

In addition to the guests" there are two staff columns.

$ower $oint #y E.!. !achidananda 5urthy" *+=, the resident

editor in Few


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he standalone maga-ines areB

The Man B*1@, A monthly lifestyle maga-ine" 2 5AF is

pu#lished from Few


58/104

Writers and speakers for the event included 5ani !hankar

Aiyar " :osie 6oycott " Millian 4larke " William


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iwari Faidu $ri-e $roject raj

1@@=The Week 5edia2xcellence

Award

Amity 6usiness reporting

1@@=1@@>6idisha

Mhosal

he

!tatesman

Award for

:ural

:eporting

he

!tatesman Ltd

!exual exploitation of

widows in Hidar#ha

1@@?6idisha

Mhosal

I$I0India

Award

%!hared

International $ress

Institute "*17, India

4hapter

!exual exploitation of

widows in Hidar#ha

1@@?Eavitha5uralidharan

$II0I4:4 Awar d

$ress Institute of

India

& International

4ommittee of the

:ed 4ross

A#duction of amil

re#els #y the !ri

Lankan Army

59
http://en.wikipedia.org/wiki/The_Hunger_Projecthttp://en.wikipedia.org/wiki/Ramnath_Goenkahttp://en.wikipedia.org/wiki/Ramnath_Goenkahttp://en.wikipedia.org/wiki/Ramnath_Goenkahttp://en.wikipedia.org/wiki/The_Statesmanhttp://en.wikipedia.org/wiki/The_Statesmanhttp://en.wikipedia.org/wiki/The_Statesmanhttp://en.wikipedia.org/wiki/Vidarbhahttp://en.wikipedia.org/wiki/International_Press_Institutehttp://en.wikipedia.org/wiki/International_Press_Institutehttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-23http://en.wikipedia.org/wiki/ICRChttp://en.wikipedia.org/wiki/International_Committee_of_the_Red_Crosshttp://en.wikipedia.org/wiki/International_Committee_of_the_Red_Crosshttp://en.wikipedia.org/wiki/International_Committee_of_the_Red_Crosshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/The_Hunger_Projecthttp://en.wikipedia.org/wiki/The_Hunger_Projecthttp://en.wikipedia.org/wiki/Ramnath_Goenkahttp://en.wikipedia.org/wiki/Ramnath_Goenkahttp://en.wikipedia.org/wiki/The_Statesmanhttp://en.wikipedia.org/wiki/The_Statesmanhttp://en.wikipedia.org/wiki/Vidarbhahttp://en.wikipedia.org/wiki/International_Press_Institutehttp://en.wikipedia.org/wiki/International_Press_Institutehttp://en.wikipedia.org/wiki/The_Week_(Indian_magazine)#cite_note-23http://en.wikipedia.org/wiki/ICRChttp://en.wikipedia.org/wiki/International_Committee_of_the_Red_Crosshttp://en.wikipedia.org/wiki/International_Committee_of_the_Red_Crosshttp://en.wikipedia.org/wiki/International_Committee_of_the_Red_Cross


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1@+@5athew .

Meorge

2xcellence in

Gournalism

%International

Dnion 4atholi(ue

Internationale de la

$resse *18,

:o#ertsonian

translocation among

6hopal gas tragedy victims

1@+@!yed

Fa-akat

inalist

for


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In 1@@+" !pecial 4over


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62


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5anorama 5aga-ine

5anorama is a weekly 5alayalam maga-ine form Eerala" India. It

pu#lished #y the 5alayala 5anorama group. It is women3s related

maga-ine. In this 5alayalam novels" stroes in from famous

5alayalam authors" funny articles." recipe sections" #eauty tips" short

stories" original personal stories" interviews with famous personalities"

63
http://weekly.manoramaonline.com/


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filmy gossips" astrological predictions" health articles" children special

stories etc.

M"3">i%e Det"i#2

L"%3u"3e 5alayalam

F e&ue%;( weekly

4ou%t ( India

M"%o "m" M"#"("#"m M"3">i%e

64


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Shalini's Interview to Malayalam magzine

65


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Manorama Magazine

5anorama is a weekly 5alayalam maga-ine form Eerala" India. It

pu#lished #y the 5alayala 5anorama group. It is women3s related

maga-ine. In this 5alayalam novels" stroes in from famous

5alayalam authors" funny articles." recipe sections" #eauty tips" short

stories" original personal stories" interviews with famous personalities"

filmy gossips" astrological predictions" health articles" children special

stories etc.

M"3">i%e Det"i#2

L"%3u"3e 5alayalam

66
http://weekly.manoramaonline.com/


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F e&ue%;( weekly

67


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68


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69


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SALES PROMOTIONS BY MALAYALAM

MANORAMA WEEKLY MAGAZINE

!ales promotions are another way to advertise. !ales promotions are

dou#le purposed #ecause they are used to gather information a#out

what type of customers you draw in and where they are" and to

jumpstart sales. !ales promotions include things like contests andgames" sweepstakes" product giveaways" samples coupons" loyalty

programs" and discounts. he ultimate goal of sales promotions is to

stimulate potential customers to action.

Medi" "%d "d e ti2i%3 "77 o";!e2

Increasingly" other media are overtaking many of the /traditional/

media such as television" radio and newspaper #ecause of a shift

toward consumer3s usage of the Internet for news and music as well

as devices like digital video recorders %


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Dnpaid advertising %also called /pu#licity advertising/ " can provide

good exposure at minimal cost. $ersonal recommendations %/#ring a

friend/" /sell it/ " spreading #u--" or achieving the feat of e(uating a

#rand with a common noun %in the Dnited !tates" / Uerox / V

/photocopier /" /Eleenex / V tissue " /Haseline / V petroleum jelly "

/ oover / V vacuum cleaner " /Fintendo / %often used #y those exposed

to many video games V video games " and / 6and0Aid / V adhesive

#andage Q these can #e seen as the pinnacle of any advertising

campaign. owever" some companies oppose the use of their #rand

name to la#el an o#ject. 2(uating a #rand with a common noun also

risks turning that #rand into a generici-ed trademark 0 turning it into a

generic term which means that its legal protection as a trademark is

lost.

As the mo#ile phone #ecame a new mass media in +??> when the

first paid downloada#le content appeared on mo#ile phones in

inland" it was only a matter of time until mo#ile advertising followed"

also first launched in inland in 1@@@. 6y 1@@= the value of mo#ile

advertising had reached C1.1 #illion and providers such as Admo#

delivered #illions of mo#ile ads.

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http://en.wikipedia.org/wiki/Xeroxhttp://en.wikipedia.org/wiki/Photocopierhttp://en.wikipedia.org/wiki/Kleenexhttp://en.wikipedia.org/wiki/Facial_tissuehttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Petroleum_jellyhttp://en.wikipedia.org/wiki/The_Hoover_Companyhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Nintendohttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Band-Aidhttp://en.wikipedia.org/wiki/Adhesive_bandagehttp://en.wikipedia.org/wiki/Adhesive_bandagehttp://en.wikipedia.org/wiki/Genericized_trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Admobhttp://en.wikipedia.org/wiki/Xeroxhttp://en.wikipedia.org/wiki/Photocopierhttp://en.wikipedia.org/wiki/Kleenexhttp://en.wikipedia.org/wiki/Facial_tissuehttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Petroleum_jellyhttp://en.wikipedia.org/wiki/The_Hoover_Companyhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Nintendohttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Band-Aidhttp://en.wikipedia.org/wiki/Adhesive_bandagehttp://en.wikipedia.org/wiki/Adhesive_bandagehttp://en.wikipedia.org/wiki/Genericized_trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Admob


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5ore advanced mo#ile ads include #anner ads" coupons" 5ultimedia

5essaging !ervice picture and video messages" advergames and

various engagement marketing campaigns. A particular feature

driving mo#ile ads is the 1< 6arcode " which replaces the need to do

any typing of we# addresses" and uses the camera feature of modern

phones to gain immediate access to we# content. >7 percent of

Gapanese mo#ile phone users already are active users of 1 %maga-ines and +>.=

%newspapers . *

74
http://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Crest_(toothpaste)http://en.wikipedia.org/wiki/Guitar_Hero_IIhttp://en.wikipedia.org/wiki/CoverGirlhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/w/index.php?title=ARvertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Augmented_Realityhttp://en.wikipedia.org/wiki/Adobe_Flashhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Advergaminghttp://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Crest_(toothpaste)http://en.wikipedia.org/wiki/Guitar_Hero_IIhttp://en.wikipedia.org/wiki/CoverGirlhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/w/index.php?title=ARvertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Augmented_Realityhttp://en.wikipedia.org/wiki/Adobe_Flashhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Advergaming


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Ni;!e m" eti%3

Another significant trend regarding future of advertising is the growing

importance of the niche market using niche or targeted ads. Also

#rought a#out #y the Internet and the theory of he Long ail "

advertisers will have an increasing a#ility to reach specific audiences.

In the past" the most efficient way to deliver a message was to

#lanket the largest mass market audience possi#le. owever" usage

tracking" customer profiles and the growing popularity of niche

content #rought a#out #y everything from #logs to social networking

sites" provide advertisers with audiences that are smaller #ut much

#etter defined" leading to ads that are more relevant to viewers and

more effective for companies3 marketing products. Among others"

4omcast !potlight is one such advertiser employing this method in

their video on demand menus. hese advertisements are targeted to

a specific group and can #e viewed #y anyone wishing to find out

more a#out a particular #usiness or practice at any time" right from

their home. his causes the viewer to #ecome proactive and actually

choose what advertisements they want to view. *1+,

75
http://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/The_Long_Tailhttp://en.wikipedia.org/wiki/Mass_markethttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Comcast_Spotlighthttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Advertising#cite_note-20%23cite_note-20http://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/The_Long_Tailhttp://en.wikipedia.org/wiki/Mass_markethttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Comcast_Spotlighthttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Advertising#cite_note-20%23cite_note-20


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4 o'd2ou ;i%3

he concept of crowdsourcing has given way to the trend of user0

generated advertisements. Dser0generated ads are created #y

consumers as opposed to an advertising agency or the company

themselves" most often they are a result of #rand sponsored

advertising competitions. or the 1@@= !uper 6owl " the rito0Lays

division of $epsi4o held the &rash the +uper !owl contest" allowing

consumers to create their own


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in 1@@="Tooppa has launched ad competitions for #rands such as

Moogle " Fike " ersheyPs " Meneral 5ills " 5icrosoft " F64 Dniversal "

Tinio" and 5ini 4ooper . 4rowdsourced advertisements have gained

popularity in part to its cost effective nature" high consumer

engagement" and a#ility to generate word0of0mouth. owever" it

remains controversial" as the long0term impact on the advertising

industry is still unclear. *19,

G#ob"# "d e ti2i%3

Advertising has gone through five major stages of developmentB

domestic" export" international" multi0national" and glo#al. or glo#al

advertisers " there are four" potentially competing" #usiness o#jectives

that must #e #alanced when developing worldwide advertisingB

#uilding a #rand while speaking with one voice" developing

economies of scale in the creative process" maximising local

effectiveness of ads" and increasing the companyPs speed of

implementation. 6orn from the evolutionary stages of glo#al

marketing are the three primary and fundamentally different

approaches to the development of glo#al advertising executionsB

77
http://en.wikipedia.org/wiki/Zooppahttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Nike,_Inc.http://en.wikipedia.org/wiki/Hershey%E2%80%99shttp://en.wikipedia.org/wiki/General_Millshttp://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/NBC_Universalhttp://en.wikipedia.org/wiki/Ziniohttp://en.wikipedia.org/wiki/Mini_Cooperhttp://en.wikipedia.org/wiki/Advertising#cite_note-24%23cite_note-24http://en.wikipedia.org/wiki/Global_marketinghttp://en.wikipedia.org/wiki/Global_marketinghttp://en.wikipedia.org/wiki/Zooppahttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Nike,_Inc.http://en.wikipedia.org/wiki/Hershey%E2%80%99shttp://en.wikipedia.org/wiki/General_Millshttp://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/NBC_Universalhttp://en.wikipedia.org/wiki/Ziniohttp://en.wikipedia.org/wiki/Mini_Cooperhttp://en.wikipedia.org/wiki/Advertising#cite_note-24%23cite_note-24http://en.wikipedia.org/wiki/Global_marketinghttp://en.wikipedia.org/wiki/Global_marketing


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exporting executions" producing local executions" and importing ideas

that travel.

Advertising research is key to determining the success of an ad in

any country or region. he a#ility to identify which elements andJor

moments of an ad that contri#utes to its success is how economies of

scale are maximised. 'nce one knows what works in an ad" that idea

or ideas can #e imported #y any other market. 5arket research

measures" such as low of Attention " low of 2motion and #randing

moments provide insight into what is working in an ad in any country

or region #ecause the measures are #ased on the visual" not ver#al"

elements of the ad. *1=,

Fo ei3% 7ub#i; me22"3i%3

oreign governments" particularly those that own marketa#le

commercial products or services" often promote their interests and

positions through the advertising of those goods #ecause the target

audience is not only largely unaware of the forum as vehicle for

foreign messaging #ut also willing to receive the message while in a

mental state of a#sor#ing information from advertisements during

78
http://en.wikipedia.org/wiki/Market_researchhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wiktionary.org/wiki/branding_momenthttp://en.wiktionary.org/wiki/branding_momenthttp://en.wikipedia.org/wiki/Advertising#cite_note-26%23cite_note-26http://en.wikipedia.org/wiki/Market_researchhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wiktionary.org/wiki/branding_momenthttp://en.wiktionary.org/wiki/branding_momenthttp://en.wikipedia.org/wiki/Advertising#cite_note-26%23cite_note-26


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television commercial #reaks" while reading a periodical" or while

passing #y #ill#oards in pu#lic spaces. A prime example of this

messaging techni(ue is advertising campaigns to promote

international travel . While advertising foreign destinations and

services may stem from the typical goal of increasing revenue #y

drawing more tourism" some travel campaigns carry the additional or

alternative intended purpose of promoting good sentiments or

improving existing ones among the target audience towards a given

nation or region. It is common for advertising promoting foreign

countries to #e produced and distri#uted #y the tourism ministries of

those countries" so these ads often carry political statements andJor

depictions of the foreign government3s desired international pu#lic

perception . Additionally" a wide range of foreign airlines and travel0

related services which advertise separately from the destinations"

themselves" are owned #y their respective governmentsO examples

include" though are not limited to" the 2mirates airline %


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populations a#road in a manner that could mitigate prior pu#lic

impressions. +ee1 +o t *ower

+ee also1 International Travel %dvertisin

Di e 2i$i;"tio%

In the realm of advertising agencies " continued industry diversification

has seen o#servers note that #ig glo#al clients don3t need #ig glo#al

agencies any more. *1>, his is reflected #y the growth of non0

traditional agencies in various glo#al markets" such as 4anadian

#usiness AUI and !5A: in Australia and has #een referred to as

/a revolution in the ad world/. *1?,

Ne' te;!%o#o3(

he a#ility to record shows on digital video recorders %such as iHo

allow users to record the programs for later viewing" ena#ling them to

fast forward through commercials. Additionally" as more seasons of

pre0recorded #ox sets are offered for sale of television programs O

fewer people watch the shows on H. owever" the fact that these

sets are 2o#d " means the company will receive additional profits from

80
http://en.wikipedia.org/wiki/Soft_Powerhttp://en.wikipedia.org/w/index.php?title=International_Travel_Advertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Advertising_agencieshttp://en.wikipedia.org/wiki/Advertising#cite_note-27%23cite_note-27http://en.wikipedia.org/wiki/TAXI_(advertising_agency)http://en.wikipedia.org/wiki/SMART_(advertising_agency)http://en.wikipedia.org/wiki/Advertising#cite_note-28%23cite_note-28http://en.wikipedia.org/wiki/Digital_video_recorderhttp://en.wikipedia.org/wiki/Box_sethttp://en.wikipedia.org/wiki/Television_programhttp://en.wikipedia.org/wiki/Soft_Powerhttp://en.wikipedia.org/w/index.php?title=International_Travel_Advertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Advertising_agencieshttp://en.wikipedia.org/wiki/Advertising#cite_note-27%23cite_note-27http://en.wikipedia.org/wiki/TAXI_(advertising_agency)http://en.wikipedia.org/wiki/SMART_(advertising_agency)http://en.wikipedia.org/wiki/Advertising#cite_note-28%23cite_note-28http://en.wikipedia.org/wiki/Digital_video_recorderhttp://en.wikipedia.org/wiki/Box_sethttp://en.wikipedia.org/wiki/Television_program


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the sales of these sets. o counter this effect" many advertisers have

opted for product placement on H shows like !urvivor .

Ad e ti2i%3 edu;"tio%

Advertising education has #ecome widely popular with #achelor"

master and doctorate degrees #ecoming availa#le in the emphasis. A

surge in advertising interest is typically attri#uted to the strong

relationship advertising plays in cultural and technological changes"

such as the advance of online social networking. A uni(ue model for

teaching advertising is the student0run advertising agency " where

advertising students create campaigns for real companies. *7@,

'rgani-ations such as American Advertising ederation and AdD

Fetwork partner esta#lished companies with students to create these

campaigns.

4 iti;i2m2

While advertising can #e seen as necessary for economic growth" it is

not without social costs. Dnsolicited 4ommercial 2mail and other

forms of spam have #ecome so prevalent as to have #ecome a major

nuisance to users of these services" as well as #eing a financial

81
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#urden on internet service providers .*7+, Advertising is increasingly

invading pu#lic spaces" such as schools" which some critics argue is

a form of child exploitation. *71, In addition" advertising fre(uently uses

psychological pressure %for example" appealing to feelings of

inade(uacy on the intended consumer" which may #e harmful.

Re3u#"tio%

In the D! many communities #elieve that many forms of outdoor

advertising #light the pu#lic realm. *77, As long ago as the +?;@s in the

D! there were attempts to #an #ill#oard advertising in the open

countryside. *78, 4ities such as !Xo $aulo have introduced an outright

#an *79, with London also having specific legislation to control unlawful

displays.

here have #een increasing efforts to protect the pu#lic interest #y

regulating the content and the influence of advertising. !ome

examples areB the #an on television to#acco advertising imposed in

many countries" and the total #an of advertising to children under +1

imposed #y the !wedish government in +??+. hough that regulation

continues in effect for #roadcasts originating within the country" it has

82
http://en.wikipedia.org/wiki/Internet_service_providerhttp://en.wikipedia.org/wiki/Advertising#cite_note-30%23cite_note-30http://en.wikipedia.org/wiki/Advertising#cite_note-31%23cite_note-31http://en.wikipedia.org/wiki/Advertising#cite_note-32%23cite_note-32http://en.wikipedia.org/wiki/Advertising#cite_note-33%23cite_note-33http://en.wikipedia.org/wiki/S%C3%A3o_Paulohttp://en.wikipedia.org/wiki/Advertising#cite_note-34%23cite_note-34http://en.wikipedia.org/wiki/Internet_service_providerhttp://en.wikipedia.org/wiki/Advertising#cite_note-30%23cite_note-30http://en.wikipedia.org/wiki/Advertising#cite_note-31%23cite_note-31http://en.wikipedia.org/wiki/Advertising#cite_note-32%23cite_note-32http://en.wikipedia.org/wiki/Advertising#cite_note-33%23cite_note-33http://en.wikipedia.org/wiki/S%C3%A3o_Paulohttp://en.wikipedia.org/wiki/Advertising#cite_note-34%23cite_note-34


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#een weakened #y the 2uropean 4ourt of Gustice " which had found

that !weden was o#liged to accept foreign programming" including

those from neigh#oring countries or via satellite. MreecePs regulations

are of a similar nature" #anning advertisements for children3s toys

#etween = am and +@ pm and a total #an on advertisement for war

toys/.

Faturally" many advertisers view governmental regulation or even

self0regulation as intrusion of their freedom of speech or a necessary

evil. herefore" they employ a wide0variety of linguistic devices to

#ypass regulatory laws %e.g. printing 2nglish words in #old and

rench transla

Documents

Sales Promotion on Malaya Mano0rama the Weak 25-10-2013