Documente Academic
Documente Profesional
Documente Cultură
SUBMITTED TO:
RAKSHPAL BAHADUR MANAGEMENT INSTITUTE BAREILLY
(AFFILATE TO U.P TECHNICAL UNIVERSITY BAREILLY)
DECLARATION
DECLARATION
I, Mr. Hament Singh,
hereby declare that this project report is the record of authentic work carried out
by me during the period from June 8 2008 to 3 Aug 2008 and has not been submitted to
any other University or Institute for the award of any degree/diploma.
Hament Singh
MBA 3RD Sem.
ACKNOWLEDGMENT
ACKNOWLEDGMENT
Hament Singh
MBA 3rd Sem.
PREFACE
PREFACE
Management training has gained and tremendous importance over the past few years.
Management was previously considered as an in born art or talent but in today’s fast
developing world, the view has been modified. One need a practical experience to
identify how the management concepts are helpful in managing the organization being
and MBA student and summer trainings perquisite of the cerium I undertook 8 weeks
intensive summer training in CG Foods Pvt. Ltd. Nepal as an essential and obligatory part
of the Rakshpal Bahadur Management Institute Bareilly. This project report is the
outcome of the training entitled “A Comprehensive study of Marketing
Communications effect on the Consumers”
This training proved very beneficial for me in Understanding the organization,
their operation as well as help in knowing how people work as a team to achieve the
organizational objective. Their style to know about consumer requirement and fulfilled
them excellently. It was pride for me to work such energetic people, who guide me how
they communicate the consumer build brand equity and better customer relationship.
Really, this summer training was quite interesting, inspiring, satisfying,
knowledge, gaining and academically rewarding.
Hament Singh
MBA 3rd Sem.
TABLE OF CONTENT
1. COMPANY PROFILE
2. OBJECTIVE OF THE STUDY
3. RESEARCH PROBLEM
4. NEED OF THE STUDY
5. SCOPE OF THE STUDY
6. FEATURES OF THE STUDY
7. FRAMEWORK OF THE RESEARCH
METHODOLOGY
8. RESEARCH METHODOLOGY USED IN THE STUDY
9. INTRODUCTION OF THE STUDY
10. INTRODUCTION OF THE TOPIC
11. FINDING AND ANALYSIS
12. CONCLUSIONS
13.LIMITATIONS
14.BIBLIOGRAPHY
15.ANNEXURE
QUESTIONNAIRE
COMPANY
PROFILE
It is the Nepal’s first and only ultramodern, private industrial park, which is
situated in Nawalparasi. It houses various units equipped with latest technology, R&D
and laboratories for manufacturing snacks, food, beverages and cigarette. There are also
ancillary units producing specialty food items to suit different lifestyles. WAI-WAI
instant noodles product of this company have not only become a household name through
out Nepal, but also become a favorite in some of the larger cities in India. This company
is also exported these product in Pakistan, Sri Lanka, Maldives, Bangladesh, Bhutan and
India. CG Foods (Nepal) Pvt. Ltd. (CGFN) houses a total of 4 production facility which
has 4 plants operating under the same roof with a combined capacity of producing 1200
packets of noodles per minute, the largest in the South East Asia. Others plants are Potato
Chips, Wafer and Bhujiya.
Chaudhary group (CG) has achieved many firsts in Nepal. Here are some of them:
➢ Flooring and Furnishing: The first modern concept of flooring & furnishing
to be introduced in Nepal.
➢ Arun Emporium: Nepal’s first and largest modern departmental arcade with
individual departments for ladies, men, electronics and household goods.
➢ Noodles: The Group is Nepal’s first to set up a sophisticated and state of the art
technology plant for brown noodles with technical collaboration with a Thai
company ranking amongst the biggest in South Asia.
➢ Industrial Park: CUG is Nepal’s first and the only privately owned industrial
park.
➢ Real State: Ansal Chaudhary is Nepal’s first real estate company to introduce
modern concept of housing.
➢ ISO 9002: Nepal’s fist food production company to be awarded ISO 9002.
CORE ACTIVITIES
AUTOMOBILES
HOSPITALITY
DEVELOPMENT INFRASTRUCTURE
CONSUMER DURABLES
ELECTRONICS AND HOME APPLIANCES
STEELS
SPECIALITIES
PACKAGING
TRADING
BEER
PHYTO-CHEMICAL
CITIZEN CHAUDHARY
PASHUPATI BISCUITS
This company has its inception in 1973, amid competing with major Indian brands. But in
spite of awesome odds, Pashupati biscuits became a popular name and a market leader. In
the wake of its popularity a role reversal took place when the company started exporting
biscuits to India.
STRIDING AHEAD: Rahul, Nirvana and Varun Chaudhary with Dad Binod (white suit) in Kathmandu.
. Nepali Marwari business family that has become Nepal's first multinational with
over $500 million in assets and revenues that Forbes Asia recently called 'among Nepal's
richest non-royals'. CG is now the biggest business player in Nepal literally 'Touching
Life Everyday', as the company's motto has it. CG's Wai-Wai instant noodle is a
recognized and established brand not just in Nepal but in 20 different countries. CG's
trading wing sells LG electronics and Marutis. Now the organization concentrate on core
areas like manufacturing, hydropower, financial services and tourism and would like to
work to make investment possible in these sectors as a member of the CA..
OBJECTIVE
OF
THE STUDY
The objective of this study is to measure the marketing communications tools effects
effectively. Different customers have different needs. So the marketing communications
activity may be wasted if target it at the wrong customer group. It is therefore important
to tailor the promotional message to meet the needs of each different segment of the
audience. The different objective of such study is as follows:-
➢ To find out the various marketing communications programes effect on the
consumers.
➢ To find out how much people are aware about the product of the company’s
noodles product, how, when, why, they but these product. Which is helpful to
measure the effect of the strength of communication plan used by the
organisation.
RESEARCH PROBLEM
When any type of the research is being done, than research problem must be cleared. It is
said if the problem is clear, it means half problem is solved. This study indicate the
problem for the organisation to know the effectness of various communication plan
which are used by the organisation for marketing to convenience the consumers. This
study is done to measure the effectness of such type of program. So the soulution of these
problems are to be searched in this study are as follows:
➢ The main problem of this type of research is to convience the people to get their
response.
➢ It is practically hard task to measure the effect of various types of marketing
communication tools
NEED
OF
THE STUDY
SCOPE
OF
THE STUDY
SCOPE OF THE STUDY
In business it is said winning company those that can meet customer’s needs
economically and conveniently and with effective communication. Two key themes of
marketing communication are that:
• Different marketing activities are employed to communicate and deliver
value.
• All marketing activities are coordinated to maximize their joint effects.
FEATURES
OF
THE STUDY
FEATURES OF THE STUDY
Usually different type of marketing communications tools are used by the organizations
to create the awareness of the different products between the consumers. A lot of money
is expended by the organizations in this type of programmes. So the marketers usually
tried to know the effectiveness level of these tools to measure the success of achieving
organizational goals. The various features of these types of study are as follows:
➢ This type of study is very much beneficial to know the consumer attitude
towards the product as their buying behavior, which type of product they
prefer. When they buy, how they buy.
➢ This study is helpful to the organization to measure the consumer preferences
of the product, which things influence them very much.
➢ This study is very much important to take future managerial decisions for
adopting effective communication plan.
FRAMEWORK
OF
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
• Market research
• Product research
• Advertising research
• Consumer research (Marketing Research)
MARKET RESEARCH
Market research has a broad scope and includes all aspects of the business environment.
It asks questions about competitors, market structure, government regulations, economic
trends, technological advances, and numerous other factors that make up the business
environment.
Sometimes the term market research refers more particularly to the financial
analysis of companies, industries, or sectors. In this case, financial analysts usually carry
out the research and provide the results to invest advisors and potential investors.
PRODUCT RESEARCH
This research is basically done for looking what product can be produced with available
technology and what new product innovations near- future technology can develop.
ADVERTISING RESEARCH
This type of research is used to assess the likely impact of an advertising campaign in
advance, and also measure the success of a recent campaign.
CONSUMER RESEARCH
• Quantitative research
• Qualitative research
QUANTITATIVE RESEARCH
QUALITATIVE RESEARCH
promotional campaigns and products that can be tested more thoroughly in larger, more
comprehensive studies.
A number of academicians from the field of consumer behavior, as well as from
related social science disciplines, have become more interested in the act of consumption
rather than in the act of buying. They view consumer behavior as a subset of human
behavior, and increased understanding as a key to reducing negative aspects of consumer
behavior, such as drug addiction, shoplifting, alcoholism and compulsive buying. Interest
in understanding consumer \experiences has led to the term interpretive, and the
researchers who adopt this paradigm are known as interpretivists.
Marketers often use a combination of quantitative and qualitative research to help make
strategic marketing decisions. For example: they use qualitative research findings to
discover new ideas and to develop promotional strategy, and strategy, and quantitative
Research findings to predict consumer reactions to various promotional inputs.
Frequently, ideas stemming from qualitative research are tested empirically and become
the basis for the design of quantitative studies.
Marketers have discovered that these two research paradigms are really
complementary in nature. The prediction made possible by quantitative research and
understanding provided by qualitative research together produce a richer and more rob
lust profile of consumer behavior than either research approach used alone. The
combined findings enable marketers to design more meaningful and effective marketing
strategies.
THE CONSUMER RESEARCH PROCESS
The major research steps in the consumer research process are as follows:
The first step in the consumer research process to carefully define the objectives of the
study. It is important for the marketing manager and the researcher to agree at the outset
on the purpose and objectives of the study to ensure that the research design is
appropriate. A carefully thought-out statement of objectives helps to define the type and
level of information needed.
For example, if the purpose of the study id to come up with new ideas for
products or promotional campaigns, then a qualitative study is usually undertaken, in
which respondents spend a significant amount of time face-to-face with a highly trained
professional interviewer analyst who also does the analysis. Because of the high costs of
each interviewer, a fairly small sample of respondents is studied; thus the findings are not
projectable to the marketplace. It the purpose of the study is to find out how many people
and how frequently they use them, then a quantitative study that can be computer
analyzed is undertaken.
COLLECTING SECONDARY DATA
A search for secondary data generally follows the statement of objectives. It includes
findings based on research done by outside organizations, data generated in-house for
earlier studies and even customer information collected by the firm’s sales or credit
departments. Locating secondary data is called secondary research. Secondary research
findings sometimes provide sufficient insight into the secondary research findings
sometimes provide sufficient insight into the problem at hand to eliminate the need for
primary research.
SYNDICATE DATA
It is often very costly to collect primary data; many companies routinely purchase
syndicated data on consumption patterns. Syndicated data are data of interest to a large
number of users that are collected periodically and compiled and analyzed according to a
standard procedure; then sold to interested buyers.
INTERNAL SOURCES
• Company profile and loss statements, balance sheets, figures, sales call
reports, invoices, inventory records and prior research reports.
GOVERNMENT PUBLICATIONS
• Statistical abstract of the Indian government
• Country and city data book
• Industrial outlook
• Marketing information guide
• By other government publications include the annual survey of manufacturers;
Business Statistics; census of Manufacturers; Census of population; Census of
retail trade, Wholesale trade, Selected service industries; Census of
transportation, monthly labor review etc.
OBSERVATIONAL RESEARCH
EXPERIMENTAL RESEARCH
It is possible to test the relative sales appeal of many types of variables such as package
designs, prices, promotional offers, or copy themes through experiments designed to
identify cause and effect. In such experiments only some variables are manipulated, while
all other elements are kept constant is due to different treatments of the variables under
study and not to extraneous factors.
SURVEY RESEARCH
If researchers wish to ask consumers about their purchase preferences and consumptions
experiences they can do so in person, by mail, by telephone, or online. Each of these
survey methods has certain advantage and certain that the researcher must weigh when
selecting the method of contact.
The key data collection techniques for qualitative studies are depth interviewers:
• Depth interview
• Focus groups
• Projective techniques
• Metaphor Analysis
DEPTH INTERVIEW
This type of method followed by only expert researchers, who discussed with the
responded. Researcher carefully studies the responded views and makes findings with the
help of this depth interview.
FOCUS GROUPS
It consist 8-10 responded which are encouraged to discuss their interests, attitudes,
reactions, motives, lifestyles, feelings about the product or its category their views are
tapped and the results are draw by the researcher having done its in-depth study.
PROJECTIVE TECHNIQUES
Projective techniques are designed to tap the underlying motives of individuals despite
their unconscious rationalizations or efforts at conscious concealment. They consist of a
variety of disguised “tests” that contain ambiguous stimuli, such a incomplete sentences,
untitled pictures or cartoons, ink blots, word-association tests, and other person
characterizations.
METAPHOR ANALYSIS
In the 1990s a stream of consumer research emerged suggesting that most communication
is nonverbal that people do not think in words but in images. If consumer thought
processes consist of series of images, or pictures in their mind, then it is likely that many
respondents cannot adequately convey their feelings and attitudes about the research
subject through the use of word alone. Therefore it is important to enable consumers to
represent their images in an alternate, nonverbal form through the use, say, of sounds,
music, drawings, or pictures. The use of one form of expression to describe or represent
feelings about another is called a metaphor.
CONSUMER RESEARH
Consumer research is a unique subset of marketing research, which merits the utilization
of specialized research methods that collect customer data and also enhance the
company’s relationship with its customers.
Really, marketing research comprises a form of applied sociological study, which
concentrates on understanding the behaviors, whims and preferences, mainly current and
future, of consumers in a market based economy.
SAMPLING
The sampling plan for the study decides the work area that is the population, which has to
be surveyed. A Brief idea about the sampling for this research consisting of its different
parameters is given below:
In this type of the sampling every person of the sample has equal chance to be selected in
the sample. So this type of sampling technique is used in the study.
SAMPLING UNIVERSE
The research was carried out through surey method with the help of a
QUESTIONNAIRE consisting of closed ended question.due to flexibility , questinnaire
method is ideally suited for collection of primary data.
INTODUCTION
OF
THE STUDY
INTRODUTION OF MARKETING COMMUNICATIONS
COMPONENTS OF COMMUNICATION
Although there is a many way of communication, but is believed that communication is
the transmission of message from a sender to a receiver via a medium or channel of
transmission. In addition to there are the four basic components of communications are as
follows:-
• Sender
• Receiver
• Medium
• Message
SENDE
R
RECEIVE MESSA
GE
CHANN
THE SENDER
The sender, as the initiator of the communication, can be a formal or an informal source.
A formal communications source is likely to represent either a for-profit (commercial) or
a not-for-profit organization; an informal source can be a parent or friend who gives
product information or advice. Consumers often rely on informal communications
sources in making purchase decisions because, unlike formal sources, the sender is
perceived as having nothing to gain from the receiver’s subsequent actions. For that
reason, word-of-mouth communications tend to be highly persuasive.
THE RECEIVER
The receiver of formal marketing communications is likely to be a targeted prospect or a
customer. Intermediary and unintended audiences are also likely to receive marketer’s
communications. Examples of intermediary audiences are wholesalers, distributors, and
retailers, who receive trade advertising trade advertising from marketers designed to
persuade them to order and stock merchandise, and relevant professionals who are sent
professionals advertising in the hopes that they will specify or prescribe the marketer’s
products. Unintended audiences include everyone who is exposed to the message who is
not specifically targeted by the sender. Unintended receivers of marketing
communications often include publics that are important to the marketer, such as
shareholders, creditors, suppliers, employees, bankers, and the local community. It is
important to remember that the audiences- no matter how large or how- diverse – is
composed of individual receivers, each of whom interprets the message according to his
or her own personal perceptions and experiences.
THE MEDIUM
The medium, or communications channel, can be impersonal or interpersonal (a formal
conversation between a salesperson and a customer or an informal conversation between
two or more people that takes place face-to face, by telephone, by mail, or online).
seek individual responses from advertisements they have placed in all the mass media:
broadcast, print and online, as well as from direct mail. Home shopping networks are
expanding dramatically as consumers demonstrate their enthusiasm for TV shopping.
Direct marketers use data regarding recent buying behavior of some consumers to
generate purchases from subsequent consumers.
THE MESSAGE
The message can be verbal (spoken or written), nonverbal (a photograph, an illustration,
or a symbol), or the combination of two. A verbal message, whether it is spoken or
written, can usually contain more specific product (or service) information than a
nonverbal message. However, a verbal message combined with a nonverbal message
often provides more information to the receiver than either would alone.
Marketing communications are the means by which firms attempt to inform, persuade
and remind consumers directly or indirectly about the products and brands that they sell.
In a sense, marketing communications represents the “voice” of the brand and are a
means by which it can establish a dialogue and build relationships with consumers.
Marketing communications perform several functions for consumers, consumers
can be told or shown how and why a product is used, by what kind of person, and where
and whom consumers can learn about who makes the product and what the company and
brand stand for, and they can be given an inventive or reward for trial or usage.
Marketing communication allow companies to link their brands to other people, places,
events, brands, experiences feelings and things. It can also contribute to brand equity by
establishing the brand in memory and crafting a brand image.
COMMON COMMUNICATION PLATFORMS
• Advertising
• Sales promotion
• Events and experience
• Public relations and publicity
• Direct marketing
• Personal selling
ADVERTISING
Any paid form of non personal presentation and promotion of ideas, goods or services by
an identified sponsor. While historically advertising has involved one-way
communication with little feedback opportunity for the customer experiencing the
advertisement, the advent of computer technology and, in particular, the Internet has
increased the options that allow customers to provide quick feedback.
SALES PROMOTION
It involves the use of special short-term techniques, often in the form of incentives, to
encourage customers to respond or undertake some activity. For instance, the use of
retail coupons with expiration dates requires customers to act while the incentive is still
valid. Really it is a variety of short term incentives to encourage trial or purchase of a
product or service.
DIRECT MARKETING
Use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit
response or dialogue from specific customers and prospects.
PERSONAL SELLING
As the name implies, this form of promotion involves personal contact between company
representatives and those who have a role in purchase decisions (e.g., make the decision,
such as consumers, or have an influence on a decision, such as members of a company
buying center). Often this occurs face-to-face or via telephone, though newer
technologies allow this to occur online via video conferencing or text chat.
SALES PUBLIC DIRECT
ADVERTISIN EVENTS/EXPERI PERSONA
PROMOTIO RELATION MARKETIN
G ENCES L SELLING
N S G
Tie-ins
Targets of a marketing message generally fall into one of the following categories:
The type of customer the marketer is attempting to attract and which stage of the
purchase process a customer is in will affect the objectives of a particular marketing
communication effort. And since a marketer often has multiple simultaneous
promotional campaigns, the objective of each could be different.
• Brand awareness
• Brand attitude
• Category need
• Brand purchase intention
BRAND AWARNESS
Ability to identify the brand within the category, in sufficient detail to make a purchase.
Recognition is easier to achieve than recall consumers are more likely to recognize.
Brand recognition is important inside the store. Brand awareness provides a foundation
for brand equity.
BRAND ATTITUDE
Evaluation of the brand with respect to its perceived ability to meet a currently relevant
need. Relevant brands need may be negatively oriented (problem removal, problem
avoidance, incomplete satisfaction, normal depletion) or positively oriented (sensory
gratification, intellectual stimulation, or social approval). For example; - household
cleaning products often use sensory oriented ads emphasizing appetite appeal.
CATEGORY NEED
Self- instructions to purchase the brand or to take purchase related action. Promotional
offers in the form of coupons or two for one deal encourage consumers to make a mental
commitment to buy a product. But many consumers do not have an expressed category
need and may not be in the market when exposed to an ad making intentions less likely o
be formed.
The act of communicating has been evaluated extensively for many, many years. One of
the classic analyses of communication took place in the 1940s and 1950s when
researchers, including Claude Shannon, Warren Weaver, Wilbur Schramm and others,
offered models describing how communication takes place.
COMMUNICATION DELIVERY
Communication takes place in the form of a message that is exchanged between a source
and receiver. A message can be shaped using one or a combination of sensory stimuli
that work together to convey meaning that meets the objectives of the sender. The sender
uses a transmission medium to send the message. In marketing the medium may include
the use of different media outlets (e.g., Internet, television, radio, print), promotion-only
outlets (e.g., postal mail, billboards), and person-to-person contact (e.g., salespeople).
• Poor Encoding – This occurs when the message source fails to create the
right sensory stimuli to meet the objectives of the message. For instance, in person-
to-person communication, verbally phrasing words poorly so the intended
communication is not what is actually meant is the result of poor encoding. Poor
encoding is also seen in advertisements that are difficult for the intended audience to
understand, such as words or symbols that lack meaning or, worse, have totally
different meaning within a certain cultural groups. This often occurs when
marketers use the same advertising message across many different countries.
Differences due to translation or cultural understanding can result in the message
receiver having a different frame of reference for how to interpret words, symbols,
sounds, etc. This may lead the message receiver to decode the meaning of the
message in a different way than was intended by the message sender.
are different) then decoding problems can occur. More likely, when it comes to
marketing promotions, decoding errors occur due to personal or psychological
factors, such as not paying attention to a full television advertisement, driving too
quickly past a billboard, or allowing one’s mind to wonder while talking to a
salesperson.
For marketers understanding how communication works can improve the delivery of
their message. From the information just discussed, marketers should focus on the
following to improve communication with their targeted audience:
• Carefully Encode – Marketers should make sure the message they send is
crafted in a way that will be interpreted by message receivers as intended. This
means having a good understanding of how their audience interprets words,
symbols, sounds and other stimuli used by marketers.
There are different types of promotion options available to a marketer; it is useful to gain
an understanding of the features that set different options apart. There are mainly seven
characteristics on which each promotional option can be judged these characteristics are
widely understood as being important in evaluating the effectiveness of each type of
promotion, they are by no means the only criteria used for evaluation. In fact, as new
promotional methods emerge the criteria for evaluating promotional methods will likely
change.
6. Message Control
7. Message Credibility
Most efforts to promote products require marketers to make direct payment to the
medium that delivers the message. For instance, a company must pay a magazine
publisher to advertise in the magazine. However, there are several forms of promotion
that do not involve direct payment in order to distribute a promotional message. While
not necessarily “free” since there may be indirect costs involved, the ability to have a
product promoted without making direct payment to the medium can be a viable
alternative to expensive promotion options.
Promotions involving real people communicating with other people are considered
personal promotion. While salespeople are a common and well understood type of
personal promotion, another type of promotion, called controlled word-of-mouth
promotion (a.k.a., buzz marketing), is emerging as a form of personal promotion. Unlike
salespeople who attempt to obtain an order from customers, controlled word-of-mouth
promotion uses real people to help spread information about a product but is not designed
to directly elicit orders.
One key advantage personal promotions have is the ability for the message sender
to adjust the message as they gain feedback from message receivers (i.e., two-way
communication). So if a customer does not understand something in the initial message
(e.g., doesn’t fully understand how the product works) the person delivering the message
can adjust the promotion to address questions or concerns. Many non-personal forms of
promotion, such as a radio advertisement, are inflexible, at least in the short-term, and
cannot be easily adjusted to address questions that arise by the audience experiencing the
add.
4. MESSAGE FLOW: ONE WAY Vs TWO –WAY
COMMUNICATION
Promotions can be classified based on whether the message source enables the message
receiver to respond with immediate feedback. Such feedback can then be followed with
further information exchange between both parties. Most efforts at mass promotion, such
as television advertising, offer only a one-way information flow that does not allow for
easy response by the message receiver. However, many targeted promotions, such as
using a sales force to promote products, allow message recipients to respond immediately
to information from the message sender.
6. MESSAGE CONTROL
Most promotions are controlled by the marketer who encodes the message (or hires
specialists such as advertising agencies to create the promotion) and then pays to have the
message delivered. However, no marketer can totally control how the news media,
customers or others talk about a company or its products. Reporters for magazines,
newspaper and websites, as well as posters to Internet forums may discuss a company’s
products in ways that can benefit or hinder a company’s marketing efforts. This is
particularly true with non-paid promotions where a marketer is looking to obtain a free
“mention” by an influential message medium (e.g., newspaper article).
7. MESSAGE CREDIBILITY
The perceived control of the message can influence the target market’s perception of
message credibility. For example, many customers viewing a comparative advertisement
in which a product is shown to be superior to a competitor’s product may be skeptical
about the claims since the company with the superior product is paying for the
advertisement. Yet, if the same comparison is mentioned in a newspaper article it may be
more favorably viewed since readers may perceive the author of the story has possessing
an unbiased point-of-view.
8. COST EFFECTIVENESS
Promotional cost is measured in several different ways though the most useful are
measured in terms of cost-per-impression (CPI), cost-per-targeted impression (CPTI),
and cost-per-action (CPA). The CPI metric (also measured in terms of cost-per-thousand
impressions or CPM) relates to how many people are exposed to a promotion in relation
to the cost of the promotion. A national or international television advertisement, while
expensive to create and broadcast, actually produces a very low CPI given how many
people are exposed to the ad Yet, a low CPI can be misleading if a large percentage of
the promotion’s audience is not within the marketer’s target market, in which case the
CPTI may be a better metric for gauging promotion effectiveness. The CPTI approach
looks at what percentage of an audience is within the marketer’s customer group and,
thus, legitimate targets for the promotion. Clearly, CPTI is higher than CPI, but it offers
a better indication of how much promotion is reaching targeted customers.
An even more effective way to evaluate promotional costs is through the cost-per-
action metric. With CPA the marketer evaluates how many people actually respond to a
promotion. Response may be measured by examining purchase activity, number of
phone inquiries, website traffic, clicks on advertisements, and other means within a short
time after the promotional message was delivered. Unfortunately, measuring CPA is not
always easy and tying it directly to a specific promotion can also be difficult. For
example, a customer who purchases a snack product may have first learned about the
snack product several weeks before from a television advertisement. The fact that it took
the customer several weeks to make the purchase does not mean the advertisement was
not effective in generating sales, though if the CPA was measured within a day or two
after the ad was broadcast this person’s action would not have been counted.
With the growing trend to more targeted promotions, especially those delivered
through the Internet, combined with the development of sophisticated customer tracking
techniques, the ability to compare promotion to actual customer activity is bound to one
day be the dominant method for measuring promotional effectiveness.
DEVELOPING EFFECTIVE COMMUNICATIONS
In order to create persuasive communications, the sponsor must first establish the
objectives of the communication, then select the appropriate audiences for the message
and the appropriate media through which to reach them, and then design the message in a
manner that is appropriate to each medium and to each audience. As noted earlier, the
communications strategy should also include an a priori feedback mechanism that alerts
the sponsor to any need for modifications or adjustments to the media or the message.
COMMUNICATIONS STRATEGY
In developing the communications strategy, the sponsor must establish the primary
communications objectives. These might consist of creating awareness of a service,
promoting sales of a product, encouraging certain practices, attracting retail patronage,
reducing post purchase dissonance, creating goodwill or a favorable image or any
combination of these and other communications objectives.
TARGET AUDIENCE
Companies that have many diverse audiences sometimes find it useful to develop
a communications strategy that consists of an overall communications message to all
their audiences, from which they spin off a series of related messages targeted directly to
the specific interests of individual segments. In addition, to maintain positive
communications with all of their publics, most large organizations have public relations
departments or employ public relations counselors to provide favorable information about
the company and to suppress unfavorable information.
MEDIA STRATEGY
Before selecting specific media vehicles, advertisers must select general media
categories that will enhance the message they want to convey. Which media categories
the marketer selects depends in the product or service to be advertised the market
segments to be reached, and the marketer’s advertising objectives. Rather than select one
media category to the exclusion of others, many advertisers use a multimedia campaign
strategy, with one primary media category carrying the major burden of the campaign and
other categories providing supplemental support.
MESSAGE STRATEGIES
The message is the thought, idea, attitude, image, or other information that the sender
wishes to convey to the intended audience. In trying to encode the message in a form that
will enable the audience to understand its precise meaning, the sender must know exactly
what he or she is trying to say and why. The sender must also k now the target audience’s
personal characteristics in terms of education, interests, needs, and experience. The
sender must then design a message strategy through words and/or pictures that will be
perceived and accurately interpreted by the targeted audience.
At the most general level, a "medium" refers to any transmission vehicle or device
through which communication may occur. In the context of marketing communication,
the term advertising has traditionally been applied to mass communication media, to
distinguish advertising from personal selling, which occurs through the medium of
interpersonal communication, and from sales promotion activities which can occur
through various media forms. Advertising media have traditionally been characterized as
"measured" media, to refer to the availability of quantitative information to assess the
number of viewers or readers potentially exposed to advertising messages. In addition,
advertising has traditionally been conceptualized as one-way communication from an
advertiser to a recipient. Personal selling and direct response marketing have more
typically been characterized as interactive. Both the practice of marketing management--
the organizational domain in which advertising decisions are generally made--and the
technological environment, has made traditional conceptions of advertising media open
to discussion.
Several scholars have argued that the increasing availability of information, and
the sophistication of the technology for obtaining, processing, and analyzing this
information, is blurring the boundaries of the several elements of the marketing mix
There have also been calls for changes in the organization of both the marketing function
and the firm itself to accommodate this blurring of the traditional functional lines within
marketing and between marketing and other functional disciplines within and external to
the firm Organizations are increasingly aware that there are more opportunities for
controlled communications with consumers and other corporate stakeholders advertising
alone, and that many communication decisions must be coordinated and rationalized
within the context of the organization's objectives.
PUMPLETS 8%
➢ Most of the peoples who are using the products are satisfied.
➢ Many peoples are also very satisfied of the products.
➢ Wai-Wai and Tic-Tic satisfaction level is very high. Yet these are
the very new product range in the market.
➢ According to the study it can be said that satisfaction level is
good.
Q. Which brand do you prefer when purchase Noodles?
Q. When your favorite’s noodles do not available on the shop, what you do?
BUY ANOTHER
NOT BUY ANOTHER NOODLES OF THESE BUY ANOTHER BRAND
PRODUCT(NOODLES) NOODLES SERIES NOODLES
WAI -WAI QUICK 10% 53% 37%
WAI -WAI XPRESS 16% 61% 23%
BIG MIMI 23% 57% 20%
GOLMOL 25% 43% 32%
MIMI 29% 51% 20%
TIC-TIC 24% 62% 14%
WAI -WAI PREMIUM 18% 54% 28%
CONCLUSION
➢ It is found in the study that most of the consumer which used it satisfied of
this company’s product and they prefer the noodles of this company.
➢ The quality of the product is also a major region to prefer this company
product.
➢ WAI-WAI QUICK, WAI-WAI XPRESS are the most favorite brand noodles
of this company product of the consumers.
➢ It is also found in the study that TIC-TIC and WAI-WAI PREMIUM are also
liked by the consumers very much yet these brands are newly launched by the
company.
➢ It is proved from the study that organization is successful to achieve its goal to
communicate the consumers. But there is better opportunity for the company
is waiting to make the loyal consumer by using better communication
programs.
LIMITATIONS
➢ Results of this study and finding are applicable only Kathmandu city and near by
areas (in Nepal). The results may be different of this study in another place.
➢ One other important limitation of the study was that of time limitation due to
which it is not possible to do the detailed study.
➢ The sample size was taken only 350; therefore it is difficult to say any thing
concretely.
➢ Absence of professional researcher and team was another limitation of the study.
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS
Kotler Philip; Marketing Management”;
Pearson Education, New Delhi;
12th Edition
2..http://www.nepalitimes.com
ANNEXURE
QUESTIONNAIRE
ADVERTISING ON TV OR RADIO
HORDINGD’S BANNERS
PUMPLETS
BY ALL WAYS
WAI-WAI XPRESS
BIG MIMI
GOLMOL
MIMI
TIC- TIC
WAI- WAI PREMIUM
Q. When your favorite’s noodles do not available on the shop, what you do?
BUY ANOTHER
NOT BUY ANOTHER NOODLES OF THESE BUY ANOTHER BRAND
PRODUCT(NOODLES) NOODLES SERIES NOODLES
WAI -WAI QUICK
WAI -WAI XPRESS
BIG MIMI
GOLMOL
MIMI
TIC-TIC
WAI -WAI PREMIUM
Q. If you are the purchaser of any product of this products series. What is your age?
20-30
30-40
40-50
Above 50