Objective

- To make Possible Advertising Strategy

 SYNOPSIS

Synopsis is the brief section of the project work, Advertising

strategy is a part of promotional strategy. Advertising

strategy thus plays a very important role in promoting a

particular product. It creates awareness among the people.

In newspaper section Time of India’s and Hindustan Times

seems to be most widely read newspapers. In magazines

India Today is most widely read magazines followed by

outlook, business world etc. In various TV channel, Channel

V, Sony TV, Zee TV, Star News, ESPN sports are most widely

watched channels so Daewoo should advertise an these

media.
 METHODOLOGY

A questionnaire was prepare in order to get informations

about the people preferences.

 INTRODUCTION

Daewoo Group is ranked 34th on Fortune magazine’s Global

500 listing of the world’s largest enterprises. The Group

consists of 25 principal business engaged in a diverse range

of activities including global trading; construction; the

manufacture of motor vehicles, consumer electronics,

telecommunications equipment and heavy equipment;

shipbuilding; hotel and property development; and financial

services.

Daewoo is global enterprise committed to developing new technologies with practical developing local
market intelligence, building our world wide network and cultivating long-term customer relationships.
 FINDINGS & ANALYSIS

1. On being asking people what do they do most when they

are free so 56% of said they watch TV 26% of sample

said they do reading and 18% of people were in favour

of other .

O the rs
18%

TV
56%
R e a d ing
26%

TV R e a d ing O the rs
2. 29% of total said they watch general entertainment

channels after this 23% each were in favour of Music

and News channel. 17% goes to sport channel only 8%

were in favour of science.

S c ie nc e G e ne ra l
8% E nte rta inme nt
S p o rts C ha nne l
29%
17%

M us ic C ha nne l
N e ws C ha nne l
23%
23%

G enera l N ew s C hannel M usic C hannel S ports C hanne l S cience

E ntertainme nt
3. Majority of people watch channel V i.e. 44%, MTV has

30%, 15% were in favour of Music Asia other were 11%

only.

O the rs
11%

M us ic A s ia
15%
CHV
44%

MTV
30%

CHV MTV M us ic A s ia O the rs

4. After questioning which news channel do people watch

most so 37% were in favour of Star News followed by

Zee News i.e. 36%, 19% favoured BBC and rest goes to

CNN i.e. 8% .

CNN
8%

BBC S ta r N e ws
19% 37%

Ze e N e ws
36%

S ta r N e ws Ze e N e ws BBC CNN
5. Majority of people watches both ESPN of star sports rest

goes to DD sports (13%).

D D S p o rts
13%

E S P N S p o rts
87%

E S P N S p o rts D D S p o rts
6. Discovery was given preference over National Geographic

the ratio was 71.29 in favour of discovery.

N a tio na l G e o
29%

D is c o ve ry
71%

D is c o ve ry N a tio na l G e o
7. People marked Sony with 26% was first choice. Zee was

second with 21%. Star Plus was third with 17% followed

by ATN 11%. DD Metro 8%, Starworld 7% and DD1

with 6%, 4% goes to other general entertainment

channels.

G. ENT.
Channel
DD 1 4%
6% Sony
Starworld
7% 26%

DD M
8%

ATN TV
11%
Zee
21%
Starplus
17%
8. Newspaper was preferred over magazines with 53%

newspaper was leader than magazine with 37% and

10% goes to other.

O the rs
10%

N e ws p a p e rs
M a g a zine s 53%
37%

N e ws p a p e rs M a g a zine s O the rs
9. On being questioning about which magazines people read

most India Today was leader with 25% of total, outlook

was in second spot with 14% followed by business

world with 13%, femina and filmfare both rated same at

7% Business Today 9% and business today with 8% A

and M with 5%, stardust with 6%, 7% goes to other

magazines.

Others
Stardust 7% India Today
6%
A& M 25%
4%
B. India
8%

Business
Today Outlook
9% 14%
Filmfare
7% Femina B world
7% 13%
10. Times of India wins majority race cepturing 39%,

Hindustan Times was in Second spot with 28%,

Economic Times with 18%, India Express 5%, Hindu

with 7% rest goes to other 3%.

Rest
Hindu
3%
Ind Exp. 7%
5%
TOI
37%

ET
19%

HT
29%
 LIMITATIONS

 Some people were not serious about answering the

questionnaire and this may have an effect on results.

 Since my study was an exploratory research work,

designed to find Hypothesis. I request the reader of the

project not to conclude results shown as an accrued

measure of the subject studied.

 CONCLUSION AND RECOMMENDATIONS

 Advertise heavily an channel V in music channels as case

of news channel advertise on Star news and Zee News as

most watch news channel.

 In case of sports channel Daewoo should go far ESPN Star

sports. Discovery can also be given a though.

 In general entertainment channel category includes

(soaps, movies) Daewoo should advertise heavily on sony

and Zee TV.

 In newspaper category Daewoo should advertise in Times

of India .

 In magazine category Daewoo should heavily with more

emphasis on India Today and outlook in magazine.

 Market the Daewoo brand then the particular product so

that people don’t shy away from Daewoo even if they had

a good experience.