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A SUMMER INTERNSHIP PROJECT REPORT ON:

ROLE OF ADVERTISEMENT IN BRAND BUILDING: a case of Arihanth Techsolution, Cuttack, Orissa

SUBMITTED TO

BIJU PATTNAIK UNIVERSITY OF TECHNOLOGY (FOR THE PARTIAL FULFILLMENT OF MASTER OF BUSINESS ADMINISTRATION)

Submitted By: KOUSIKA JENA REGD NO: 0906289017 UNDER THE GUIDENCE OF
INTERNAL GUIDE
MR. SOUMYA PRAKASH BALA (FACULTY. MARKETING)

EXTERNAL GUIDE
MR. HEMANT SURANA MARKETING MANAGER

TRIDENT ACADEMY OF TECHNOLOGY, BHUBANESWAR

CERIFICATE
Guide Name : Designation : Mr. Soumya prakash Bala Faculty marketing

This is to certify that the project entitled ROLE OF ADVERTISEMENT IN

BRAND BUILDING : a case of

Arianth Techsolution. Has been

prepaired by Mr. Kousika jena under my supervision and guiedance, for the fulfillment of Master in Business Administration his filed work is satisfactory.

Partha sarathi Das Department Signature and seal of HOD

Prof. J.K. Joshi (Director Academic) Signature of Director

HOD MBA

Mr . SOUMYA PRAKASH BALA Signature of Guied

EXTERNAL GUIED CERTIFICATE WILL BE ATTACHED

DECLARATION

I do here by declare that the project entitled how to advertise and build brand for Arihanth techsolutions is submitted by under the guidance of Mr.
HEMANT SURANA

(Marketing Manager) and has not been submitted

for the award of any degree elsewhere in full or part.

Date.__________ Place.__________ KOUSIKA JENA

ACKNOWLEDGEMENT
The successful completion of the present research work conducted by me has been possible under the sincere guidance of Mr.
HEMANT

SURANA

(Marketing

Manager)

His

persistent

supervision

and

cooperation has been the source of inspiration for me carrying the survey. My deepest gratitude to him for making my task easier with their profound advice which has been of immense value to me. At last I thank to all respondents, whom I interviewed and who have given me their valuable time and views regarding this topic and they have helped me to understand the issues related to this topic.

PREFACE
I take immense pleasure in presenting this project report on How to advertise and build brand for Arihanth techsollutions in Odisha market what should be the expect policy to be adopted to beat competition and gain market share . This project report is intended to fulfill the requirements of MBA degree program. The real objective behind the practical training & preparation of the project is to gain experience to the actual works environment & including the required knack to guide knowledge towards the facilitating it a application for any professional practical training
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& close contact with the prevailing system in an organization is of great importance.

This has been completed within a very short span of time thereof the presentation is not as we intended to be. But while preparing this project report, care has been taken to make it comprehensive, reliable & analytical to the extent possible.

CONTENT
SL. NO PARTICULARS PAGE NO. 1-7

1. CERTIFICATE FROM THE CORPORATE GUIDE 2. CERTIFICATE FROM THE HOD GUIDE 3. PREFACE 4. ABSTRACT 5. ACKNOWLEDGEMENT 6. DECLARATION

7. EXECUTIVE SUMMARY

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a.

INTRODUCTION TO THE TOPIC

b. INTRODUCTION c. SCOPE OF STUDY

d. OBJECTIVE OF STUDY e. f. g. IMPORTANCE OF THE STUDY PLACE OF STUDY METHODOLOGY OF STUDY

h. CUSTOMER QUESTIONIRE

6. ORGANISATIONAL STUDY 7.COMPANY PROFILE a. HYSTORY b. ABOUT ARIHANTH TECHSOLLUTION c. CLIENTS d. VISION AND MISSION e. ACHIEVEMENTS 40-42

SWOT ANALYSIS a. b. c. d. STREANTH WEAKNESS OPPORTUNITY THREATS 40-42

8. COMPARISION & MAJOR ISP IN INDIA

40-42

9. ANALYSIS & FINDINGS

43-50

10.RESPONDENTS

49-50

11. LIMITATION OF STYDY

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12. SUGGESTIONS

52-54

13. CONCLUSION

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14.BIBLIOGRAPHY

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EXCLUSIVE SUMMERY
Introduction
Now a days advertising takes a vital role in business. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action.
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Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. I take this opportunity to have knowledge on corporate making decision by analyzing primary and secondary data collection

SIGNIFICANCE AND SCOPE OF THE STUDY:The principal function of marketing is to search ,identify and project the needs and wants of the customers to create a place in their minds and understand their behavior and responses to various market stimuli. It is very important to study the customers opinion about the schemes, offers, , price, package, services etc. Have to be known to the marketer so that he takes the factor in account, can position the product accordingly

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The scope of the study includes the number of people using computers, which purpose they use it? Thay use accounting software or not? If using the software then which sotware thay use for there calculation? If do not use then why dont use. What are the problems arises at the time of using current software.what are the lacuna of our software.

OBJECTIVE OF STUDY
The main objective of I-CUBE exit interview is to measure the awareness and what make the people to use our wing accounting software .In a broad sense the objective is to find out the number of people own computer in their business, the number of people use accounting software regularly,& those who are using wings accounting instantly, non users also. The research actually done in the eve of to know for which purpose they using wings accounting, how long they use wings accounting. The user who are not using wings accounting , what is the reason that they don t use and the non-users who don t access computer never in their life & what is the impact of advertisement on the customer. To find out all these reason this survey is conducted.

1.1 Limitations of the study

1. The study was limited carried out in Cuttack only. 2. Time was a constraint in study as only 45 days allotted. 3. The information gathered was based on customers response to questionnaire. Even then a genuine attempt has been made to get correct data from them.

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4. Sample drawn need not be true representative and may have led to same Sampling error. 5. Financial factors are not considered. 6. Suggestions are not verified.

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LITRATURE REVIEW

LITRATURE REVIEW
Promotion Mix Your marketing plan will be executed by using the tactical elements of the Marketing Communications, or Promotions Mix. The elements of the marketing communications mix

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There are seven main aspects of a promotional mix. These are:

Advertising - Presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. (Not Always Paid For) Personal Selling - 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. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.
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Sales promotion - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, selfliquidating premiums, trade shows, trade-ins, and exhibitions. Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars. Corporate image - The Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image. Direct Marketing is often listed as a the fifth part of the marketing mix Exhibitions - are try-outs. You make your product, and let potential buyers try the product, this way, you know directly what people see in your product. The downside, your competitor can see exactly what you are doing. The marketing mix has been the key concept to advertising. The marketing mix was suggested by Jeremy McCarthy, professor at Harvard Business School, in the 1960s. The marketing mix consists of four basic elements called the four Ps Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product.

NOTE ; ALLL FOUR P EXCEPT PROMOTION OUR COMPANY FULFIL SO WE HAVE TO FOCUS ON PROMOTION AND ADVERTISEING.

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Brand :

A brand is the identity of a specific product, service, or business A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.
.

A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand. Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, and Investors etc.

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Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation. Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of mental working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a
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generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. Brand awareness Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. 'Brand love', or love of a brand, is an emerging term encompassing the perceived value of the brand image. Brand love levels are measured through social media posts about a brand, or tweets on sites such as Twitter. Becoming a Facebook fan of a particular brand is also a measurement of the level of 'brand love'. Brand promise The marketer and owner of the brand have a vision of what the brand must be and do for the consumers. Brand promise is about what a particular brand stands for (and has stood for in the past). It has its roots from the identity that it gains over a period of time. Usually, Brand promise is an attribute common to 'Parent' brands. Herein, the brand may broadly stand for Quality, Performance, Trust, or False promises. However, the extensions, or the brands under the parent brand umbrella, may stand individually for a particular trait which it has delivered over the years, for example, 'the best sparkling teeth', or 'the trusted bank to bank with for centuries', et al. Global brand A global brand is one which is perceived to reflect the same set of values around the world. Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. Examples of global brands include Coca-Cola, McDonald's, Marlboro, Levi's, Shell, etc. These brands are used to sell the same product across
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multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers. Local brand A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area. A local brand is a brand that can be found in only one country or region. It may be called a regional brand if the area encompasses more than one metropolitan market. It may also be a brand that is developed for a specific national market, however an interesting thing about local brand is that the local branding is more often done by consumers than by the producers. Examples of local brands in Sweden are Stomatol, Mijerierna etc. Ambient brand Relationship between trademarks and brand The brand name is quite often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's. Local Branding is usually done by the consumers Types of brand names Brand names come in many styles. A few include: Acronym: A name made of initials such as UPS or IBM Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' Donuts Evocative: Names that evoke a relevant vivid image like Amazon or Crest Neologisms: Completely made-up words like Wii or Kodak Foreign word: Adoption of a word from another language like Volvo or Samsung Founders' names: Using the names of real people, and founder's name like Hewlett-Packard or Disney Geography: Many brands are named for regions and landmarks like Cisco and
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Fuji Film Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer jeans. A brand name is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively. Brand identity The outward expression of a brand, including its name, trademark, communications, and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity. Effective brand names build a connection between the brand personalities as it is perceived by the target audience and the actual product/service. The brand name should be conceptually on target with the product/service (what the company stands for). Furthermore, the brand name should be on target with the brand demographic. Typically, sustainable brand names are easy to remember, transcend trends and have positive connotations. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a product's brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand. Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics.

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Visual brand identity

The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geismar), one of the first visual identities to integrate logotype, icon, alphabet, color palette, and station architecture to create a comprehensive consumer brand experience. The recognition and perception of a brand is highly influenced by its visual presentation. A brands visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo. In the United States, brand identity and logo design naturally grew out of the Modernist movement in the 1950s and greatly drew on the principles of that movement simplicity (Mies van der Rohes principle of "Less is more") and geometric abstraction. These principles can be observed in the work of the pioneers of the practice of visual brand identity design, such as Paul Rand, Chermayeff & Geismar and Saul Bass. Brand parity Brand parity is the perception of the customers that some brands are equivalent. This means that shoppers will purchase within a group of accepted brands rather than choosing one specific brand. When brand parity is present,
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quality is often not a major concern because consumers believe that only minor quality differences exist. Branding approaches Company name Often, especially in the industrial sector, it is just the company's name which is promoted (leading toone of the most powerful statements of branding: saying just before the company's downgrading, "No one ever got fired for buying IBM"). In this case a strong brand name (or company name) is made the vehicle for a range of products (for example, Mercedes-Benz or Black & Decker) or a range of subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the United States). Individual branding Each brand has a separate name (such as Seven-Up, Kool-Aid or Nivea Sun (Beiersdorf)), which may compete against other brands from the same company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever). Attitude branding and iconic brands Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc.. In the 2000 book No Logo, Naomi Klein describes attitude branding as a "fetish strategy." "A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters." - Howard Schultz (president, CEO, and chairman of Starbucks)

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The color, letter font and style of the Coca-Cola and Diet Coca-Cola logos in English were copied into matching Hebrew logos to maintain brand identity in Israel. Iconic brands are defined as having aspects that contribute to consumer's self-expression and personal identity. Brands whose value to consumers comes primarily from having identity value comes are said to be "identity brands." Some of these brands have such a strong identity that they become more or less cultural icons which makes them "iconic brands." Examples are: Apple, Nike and Harley Davidson. Many iconic brands include almost ritual-like behaviour in purchasing or consuming the products. There are four key elements to creating iconic brands (Holt 2004): 1. "Necessary conditions" - The performance of the product must at least be acceptable, preferably with a reputation of having good quality. 2. "Myth-making" - A meaningful storytelling fabricated by cultural insiders. These must be seen as legitimate and respected by consumers for stories to be accepted . 3. "Cultural contradictions" - Some kind of mismatch between prevailing ideology and emergent undercurrents in society. In other words a difference with the way consumers are and how they wish they were. 4. "The cultural brand management process" - Actively engaging in the mythmaking process in making sure the brand maintains its position as an icon. "No-brand" branding Recently a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates generic brand simplicity. Examples
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include the Japanese company Muji, which means "No label" in English (from "Mujirushi Ryohin" literally, "No brand quality goods"), and the Florida company No-Ad Sunscreen. Although there is a distinct Muji brand, Muji products are not branded. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement. "No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name. "Tapa Amarilla" or "Yellow Cap" in Venezuela during the 80 s is another good example of no-brand strategy. It was simple recognized by the color of the cap of this cleaning products company. Derived brands In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in its own right. The most frequently quoted example is Intel, which positions itself in the PC market with the slogan (and sticker) "Intel Inside". Brand extension and brand dilution The existing strong brand name can be used as a vehicle for new or modified products; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc. Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives. There is a difference between brand extension and line extension. A line extension is when a current brand name is used to enter a new market segment in the existing product class, with new varieties or flavors or sizes. When Coca-Cola launched "Diet Coke" and "Cherry Coke" they stayed within the originating product category: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents.

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The risk of over-extension is brand dilution where the brand looses its brand associations with a market segment, product area, or quality, price or cachet. Multi-brands Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics); simply to soak up some of the share of the market which will in any case go to minor brands. The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from the existing one). In its most extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market. Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten detergent brands in the US market. This also increases the total number of "facings" it receives on supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of the business separate from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheaper hotels). Cannibalization is a particular problem of a "multibrand" approach, in which the new brand takes business away from an established one which the organization also owns. This may be acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product being one stage in this process. Private labels With the emergence of strong retailers, private label brands, also called own brands, or store brands, also emerged as a major factor in the marketplace. Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able to compete against even the
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strongest brand leaders, and may outperform those products that are not otherwise strongly branded. Individual and organizational brands There are kinds of branding that treat individuals and organizations as the products to be branded. Personal branding treats persons and their careers as brands. The term is thought to have been first used in a 1997 article by Tom Peters. Faith branding treats religious figures and organizations as brands. Religious media expert Phil Cooke has written that faith branding handles the question of how to express faith in a media-dominated culture. Nation branding works with the perception and reputation of countries as brands. Does your have a great brand personality? advertising

Have you ever wondered why you have to have a brand personality in the first place. After all, what's the big deal? And what's a "brand personality," anyway? Basically, it's the look and feel of your advertising and its relationship to your brand. If you have a "good" personality, it can help increase your brands image in the minds and hearts of your target consumers, and ultimately...your sales. And your advertising plays a pivotal role in furthering your brands personality.

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Types of Advertising

Paying people to hold signs is one of the oldest forms of advertising, as with this Human billboard pictured above

A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums for advertisers.

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A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Digital advertising Television advertising / Music in advertising The TV commercial is generally considered the most effective massmarket advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2009). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast
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audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events Virtual product placement is also possible. Infomercials: An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" combining the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.
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Radio advertising Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Product placements Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a
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definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.
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Physical advertising Press advertising Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper. Billboard advertising: Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass
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transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan. Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies. In-store advertising

y y

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In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East. Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana.

y y

y y

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Company profile

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Company profile :

WE DESIGN YOUR DREAM

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ARIHANTH TECHSOLLUTIONS (P) LIMITED

We design your dream 249/B NO-14 NANDI SAHI, CUTTACK 753001, ODISHA MOB-9437009181, 9237705567 Web: arihanthtechsolutions.com .

Company Product :
1. Wings accounting powerful easy to use 2. Wings retail 3. Wings trade 4. Wings pay roll 5. Wings F&B for pubs and restaurant 6. Wings enterprises 8. Wings assets 9. Wings auto 10. Wings central

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MY STUDY:
ARIHANTH PROMOTION:
1. ATS promots its business through Internet. 2. ATS promotes its business through Direct marketing 3. ATS promote its business through Radio. 4. ATS promotes its business through Telivision. 5. ATS promotes its business through liflet. 6. ATS promotes its business by providing free demonstration.

Its competitors and their promotion:

COMPITITORS:
Tally I qube Complete Payroll Software
Fast & accurate. PF/ESI/PT/TDS 1 minute signup. 30 day free trial. www.greytip.in

Money Manager Software

Looking for Free Personal Finance Software? Get Started with Perfios! www.perfios.com/personalfinance

Retail store software

Point Of Sale software solution for retail store. Download 30 day trial www.GoFrugal.com

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Free Accounting Software

Account Software with CRM,SRM,Curr. Inventory, No Instal. Register Now! www.WorldAcct.com

Lead Management Software

Contacts, Sales Tracking, pipeline foreccast.. Get free 10 day trial www.leadtosales.in

HR Management Software
Increase Your Overall Performance. Register for a Free Demo Today! MyAdrenalin.com

Bright ERP Solutions

Complete Accounting Software! Oracle Certified Partner in Qatar

COMPITITORS PROMOTION:
1. Promotes their business through Internet. 2. Promotes their business through Direct marketing 3. Promote their business through Radio. 4. Promotes their business through Television. 5. Promotes their business through leaflet. 6. Promotes their business by providing academy. (tally Academy) 7. Promotes their business by providing free demonstration service.

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PRICE OF WINGS PRODUCT:

1. Wings accounting powerful easy to use 2. Wings retail 3. Wings trade 4. Wings pay roll 5. Wings F&B for pubs and restaurant 6. Wings enterprises 7. Wings assets 8. Wings auto 9. Wings central Rs . 5000.00 Rs.7000.00 Rs.8500.00 Rs.7500.00 Rs.8500.00 Rs.14000.00 Rs.6300.00 Rs.13000.00 Rs.22000.00

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RESERCH METHOODOLOGY
To make project successful we have followed certain methods. These are RESEARCH DESIGN i. ii. iii. iv. Exploratory Descriptive Experimental Observational or survey

Several steps of research procedure are described under followingi. ii. iii. iv. v. Sampling Listing quota control face to face interview screener

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DATA COLLECTION METHOD

There are two method of data collection. a. PRIMARY DATA b. SECONDARY DATA

PRIMARY DATA: The data which are collected from primary sources or directly from the respondent, known as primary data. Following are different methods of data collection. i. ii. iii. iv. observation method interview method schedule method questionnaire method

SECONDARY DATA: Secondary data are those data which data collected indirectly or the data which are already collected.

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DATA ANALYSIS
Cuttack
AREA MEETING S USING COMPUTER USING ACCOUNTING SOFTWARE SATISFIED% AWARE ABOUT WINGS% NO OF USER OF WINGS INTRESTED FOR DEMONSTRATION

NANDI SAHI COLLEGE SQURE MEDICAL ROAD CHOUDHU RI BAZAR BADAMBA DI ROAD MACHUA BAZAR BAJRAKAB ATI ROAD

20

18

18

50

100

12

25

19

15

75

29

10

28

28

28

75

16

14

45

25

20

40

10

15

40

33

30

45

23

10

20

19

16

45

12

100

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1. Are you using any computer in your business ?

Response Yes No

No.of respondents 190 67

Percentage (%) 65 35

Marketing is necessary. We have to understood them about the computer. 2. Are you using any Accounting Software?

Response Yes No

No.of respondents 125 68

Percentage (%) 45 55

Marketing is necessary. Some o people don t know the features of using accounting software we have to understand them about the benefits. 3. Are you satisfied using the Accounting Software?

Response Yes. No

No. of respondents 125 68

Percentage (%) 45 55

Marketing is necessary. We have to understood them about the Arihanths Product. We have to tell them about how easy is our sotware. 4. Are you interested for free demonstration of Wings Accounting Software?

Response Yes. No

No. of respondents 125 68

Percentage (%) 45 55

Marketing is necessary. We have to go them once again

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SUGGESTION
Understanding and quantifying benefits of a promotion is a marketers predicament as old as the concept of advertising itself. Today, the problem of identifying and quantifying the returns from each channel has become all the more difficult because of growing channels and data complexity and a highly competitive, faster-paced software company. As the pressure to be more accountable with marketing spend is growing on the brand managers, it has become critical for them to evaluate each element of their promotion strategy in great detail and allocate the resources appropriately. They have to have real industry insights to make right trade-offs amongst the various channels available so as to maximize returns on each Rupees spent. But identifying the optimum promotional channel mix for industry is a complex process that requires in-depth knowledge and expertise as
y y y y

All channels are interdependent Level of effort varies significantly with each channel Promotion order has significant effect on effectiveness Response to multi-channel mix may vary significantly by technician in the same segment

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Interaction between multiple factors like - the brand, specialty, technician attitude determine the true effectiveness of a channel

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49

CONCLUSION
Think about it. When was the last time you received a handwritten card from someone that you recently did business with? Cant remember? Probably because you havent! However, think how good you would feel if you did. Now how about making YOUR customers or clients feel good? Feeling good = stronger relationships. Stronger relationships = more referrals. More referrals = more business. Get it? Invest in a package of cards. Not standard Thank you cards, but a box of cards that resonate with you. I personally have several boxes, one has flowers on them, and the other has beautiful landscapes. Then start sending them. Every time you get a new customer or client, send them a card thanking them for choosing to do business with your company. Because they did choose to do so, didnt they? They probably could have gotten the product or service from another company. However, they chose to get it from you. Arent you glad they did? Of course you are! So tell them. I dont know about you, but when I see a personal handwritten card in my mail, I open it first. It sure beats a bill, and it makes me feel valued and special. Is that a feeling youd like YOUR customers or clients to have? I thought so. Follow these quick tips to show some love to your customers or clients. I promise theyll love you back! Keep your customers coming back again and again! If you want to grow your company, the best way to start is by increasing customer loyalty. According to one study, a 5% growth in customer loyalty can lead to a growth in profits of anywhere from 25% to 95%. So increasing customer loyalty makes sense.

BIBLIOGRAPHY

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BOOKS: Principles of marketing - Philip Kotler & Kevin Lane Keller Marketing Management - T.N. Chhabra & S.K. Grover
Research Methodology C.R. Kothari

Websites: j www.google.com j www.yahoo.com.in j www.linkdn.com j www.reddiff.com

QUESTIONARY
1. Company Name 2. Contact person 3. Designation
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4. Address

5. 6. 7. 8. 9.

Contact E-Mail Website Business Line Are you using any computer of your business Yes . No

.,

10. If yes No of computers 11. If No whenever you planning to purchase 12. Are you using any Accounting software Yes No 13. Are you satisfied using the Accountings software Yes No 14. Are you interested for free demonstration of wings Accounting software: Yes No 15. Expected date & time of demonstration Date / / . Signature with Seal / Stamp Executive Nam: Remarks:

...........

..

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