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A PROJECT REPORT ON: _______________
SUBMITTED BY: _______________ T.Y.B.M.S. [Semester V]
MITHIBAI COLLEGE Vile Parle (w), Mumbai - 400 056
SUBMITTED TO: UNIVERSITY OF MUMBAI ACADEMIC YEAR 2013-2014
PROJECT GUIDE: GOVIND SOWANI DATE OF SUBMISSION: ______________
DECLARATION
I, Ms. _______________ of MITHIBAI COLLEGE TYBMS [Semester V] hereby declare that I have completed my project titled ‘_____________’ in the Academic Year 2013-2014. The information submitted herein is true and original to the best of my knowledge.
_____________________ Signature of Student [ ________________]
CERTIFICATE
I, GOVIND SOWANI , hereby certify that ________________of Mithibai College TYBMS [Semester V] has completed his/her project titled ‘_________’ in the academic year 20132014.
______________________
Principal
__________________ Course Coordinator
______________________
Project Guide
_________________ External Examiner
Acknowledgement No one walks alone on the journey of life. Just where you start to thank those that joined you, walked beside you, and helped you along the way continuously. A research cannot be said to be work of an individual. A research is a combination of views and ideas, suggestions and contributions of many people. I take this opportunity to thank all the people whose cooperation and encouragement made the completion of this research project a possibility. First of all I wish to express my sincere gratitude to my mentor Mr Sowani under whose guidance the Research was undertaken. Without her supervision at each stage of research, the task would not have been accomplished .Last but not the least I wish to thank all the respondents who gave me some of their valuable time to fill up the questionnaires, without which the Research wouldn’t have been a success.
Executive Summary
OBJECTIVES OF THE STUDY 1. To find out the buying behavior of the customers coming in to Big Bazaar.
2. To determine the current status of Big Bazaar. 3. To find out the customers response towards Big Bazaar. 4. To study the satisfaction level of customers in different attributes of Big Bazaar. 5. To identify main competitors of Big Bazaar.
Research Methodology Technology, customers tastes and preferences play a vital role in today’s generation. Research Methodology is a set of various methods to be followed to find out various information regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products. Area of study: The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no mechanical substitutes. Research Design Exploratory Research. Sampling Design: Non Probability sampling- Convenience sampling Sample Size: 50 Customers
Data Collection: -
Data is collected from various customers through personal interaction. Specific questionnaire is prepared for collecting data. Data is collected with mere interaction and formal discussion with different respondents (primary data). Some other relevant information collected from the company’s site, brochures, articles (secondary data).
Tools of Analysis: The market survey about the techniques of marketing and nature of expenditure is carried out by personally interacting with the potential customers in Big Bazaar.
Limitations of the study Although all efforts were taken to make the result of the work as accurate as possible as survey but the survey have following constraints. ●
Some customers were not willing to give appointment due to their busy schedule.
●
Due to time constraint and other imperative work load during the t period it could not be made possible to explore more area of concern pertaining to study.
●
Personal biases might have come while answer the questionnaire.
●
Some customers were not able to do justification to the questionnaire.
INDEX
CONTENTS CHAPTER -1
INTRODUCTION
1.1
A Historical Perspective
1.2
Nature of Advertainment Message
1.3
Product Integration
PG.NO
1.4
Branded Entertainment
CHAPTER – 2
FOCUS ON THIRD ELEMENT OF ADVERTAINMENT
2.1
What is Product Placement?
2.2
Brief History
2.3
The Process
CHAPTER -3
DEPTH OF PRODUCT PLACEMENT
3.1
Product Placement Industry
3.2
Product Placement –Tool of IMC
3.3
Purpose of Product Placement
CHAPTER-4
PRODUCT PLACEMENTS IN MOVIES
4.1
Marketer’s View on Product Placement
4.2
Brands and Films
4.3
Impact on Creative Aspect of Movie Making
CHAPTER-5
IMPORTANT ASPECTS
5.1
Why Companies are Using Product Placements?
5.2
Favorable approach by Advertisers & Marketers
CHAPTER-6
STRATEGIES OF PRODUCT PLACEMENTS
6.1
Classification
6.2
Advantages of Product Placements
6.3
Downside of Using Product Placements
CHAPTER-7
MEASUREMENT OF PRODUCT PLACEMENT
7.1
Clean Finance
7.2
Pricing
CHAPTER-8
INFILM ADVERTISING ORGANISATIONS
CHAPTER-9
PRODUCT PLACEMENTS IN HOLLYWOOD AND BOLLYWOOD
9.1
Brief Overview of Placements in Hollywood
9.2
Brief Overview of Placements in Bollywood
CHAPTER-10
ANALYSIS OF BRANDS
CHAPTER-11
SUCCESS
AND
FAILURE
OF
PRODUCT
PLACEMENTS CHAPTER-12
SCENARIO IN INDIA
12.1
Impact on the Bollywood (Without Infilm Advertising)
12.2
MNC’s Cozy up to Bollywood Films
CHAPTER-13
REVERSE PRODUCT PLACEMENT ETHICS OF PRODUCT PLACEMENT
CHAPTER-14
CASE STUDIES
CHAPTER-15
INFILM BRANDING INTO MARATHI MOVIES
CHAPTER-16
CONCLUSION
CHAPTER-17
FUTURE RESEARCH PRIMARY RESEARCH QUESTIONAIRE BIBLOGRAPHY
SUBMITTED BY: _______________ T.Y.B.M.S. [Semester V]
MITHIBAI COLLEGE Vile Parle (w), Mumbai - 400 056
SUBMITTED TO: UNIVERSITY OF MUMBAI ACADEMIC YEAR 2013-2014
PROJECT GUIDE: GOVIND SOWANI DATE OF SUBMISSION: ______________
DECLARATION
I, Ms. _______________ of MITHIBAI COLLEGE TYBMS [Semester V] hereby declare that I have completed my project titled ‘_____________’ in the Academic Year 2013-2014. The information submitted herein is true and original to the best of my knowledge.
_____________________ Signature of Student [ ________________]
CERTIFICATE
I, GOVIND SOWANI , hereby certify that ________________of Mithibai College TYBMS [Semester V] has completed his/her project titled ‘_________’ in the academic year 20132014.
______________________
Principal
__________________ Course Coordinator
______________________
Project Guide
_________________ External Examiner
Acknowledgement No one walks alone on the journey of life. Just where you start to thank those that joined you, walked beside you, and helped you along the way continuously. A research cannot be said to be work of an individual. A research is a combination of views and ideas, suggestions and contributions of many people. I take this opportunity to thank all the people whose cooperation and encouragement made the completion of this research project a possibility. First of all I wish to express my sincere gratitude to my mentor Mr Sowani under whose guidance the Research was undertaken. Without her supervision at each stage of research, the task would not have been accomplished .Last but not the least I wish to thank all the respondents who gave me some of their valuable time to fill up the questionnaires, without which the Research wouldn’t have been a success.
Executive Summary
OBJECTIVES OF THE STUDY 1. To find out the buying behavior of the customers coming in to Big Bazaar.
2. To determine the current status of Big Bazaar. 3. To find out the customers response towards Big Bazaar. 4. To study the satisfaction level of customers in different attributes of Big Bazaar. 5. To identify main competitors of Big Bazaar.
Research Methodology Technology, customers tastes and preferences play a vital role in today’s generation. Research Methodology is a set of various methods to be followed to find out various information regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products. Area of study: The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no mechanical substitutes. Research Design Exploratory Research. Sampling Design: Non Probability sampling- Convenience sampling Sample Size: 50 Customers
Data Collection: -
Data is collected from various customers through personal interaction. Specific questionnaire is prepared for collecting data. Data is collected with mere interaction and formal discussion with different respondents (primary data). Some other relevant information collected from the company’s site, brochures, articles (secondary data).
Tools of Analysis: The market survey about the techniques of marketing and nature of expenditure is carried out by personally interacting with the potential customers in Big Bazaar.
Limitations of the study Although all efforts were taken to make the result of the work as accurate as possible as survey but the survey have following constraints. ●
Some customers were not willing to give appointment due to their busy schedule.
●
Due to time constraint and other imperative work load during the t period it could not be made possible to explore more area of concern pertaining to study.
●
Personal biases might have come while answer the questionnaire.
●
Some customers were not able to do justification to the questionnaire.
INDEX
CONTENTS CHAPTER -1
INTRODUCTION
1.1
A Historical Perspective
1.2
Nature of Advertainment Message
1.3
Product Integration
PG.NO
1.4
Branded Entertainment
CHAPTER – 2
FOCUS ON THIRD ELEMENT OF ADVERTAINMENT
2.1
What is Product Placement?
2.2
Brief History
2.3
The Process
CHAPTER -3
DEPTH OF PRODUCT PLACEMENT
3.1
Product Placement Industry
3.2
Product Placement –Tool of IMC
3.3
Purpose of Product Placement
CHAPTER-4
PRODUCT PLACEMENTS IN MOVIES
4.1
Marketer’s View on Product Placement
4.2
Brands and Films
4.3
Impact on Creative Aspect of Movie Making
CHAPTER-5
IMPORTANT ASPECTS
5.1
Why Companies are Using Product Placements?
5.2
Favorable approach by Advertisers & Marketers
CHAPTER-6
STRATEGIES OF PRODUCT PLACEMENTS
6.1
Classification
6.2
Advantages of Product Placements
6.3
Downside of Using Product Placements
CHAPTER-7
MEASUREMENT OF PRODUCT PLACEMENT
7.1
Clean Finance
7.2
Pricing
CHAPTER-8
INFILM ADVERTISING ORGANISATIONS
CHAPTER-9
PRODUCT PLACEMENTS IN HOLLYWOOD AND BOLLYWOOD
9.1
Brief Overview of Placements in Hollywood
9.2
Brief Overview of Placements in Bollywood
CHAPTER-10
ANALYSIS OF BRANDS
CHAPTER-11
SUCCESS
AND
FAILURE
OF
PRODUCT
PLACEMENTS CHAPTER-12
SCENARIO IN INDIA
12.1
Impact on the Bollywood (Without Infilm Advertising)
12.2
MNC’s Cozy up to Bollywood Films
CHAPTER-13
REVERSE PRODUCT PLACEMENT ETHICS OF PRODUCT PLACEMENT
CHAPTER-14
CASE STUDIES
CHAPTER-15
INFILM BRANDING INTO MARATHI MOVIES
CHAPTER-16
CONCLUSION
CHAPTER-17
FUTURE RESEARCH PRIMARY RESEARCH QUESTIONAIRE BIBLOGRAPHY
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