A study on to analyze the business performance of media owners in india

“A Study On To Analyze the Business Performance of
Media Owners in India”

Dissertation submitted to Uttarakhand Technical University in
Partial fulfilment of the requirement for the award of

Master of Business Administration

By

Dinesh Bhatt
10070500116

Under the supervision of

Dr. Prakash Tiwari
Department of management studies
DIT, Dehradun

Dehradun Institute of Technology

Uttarakhand Technical University

Dehradun-248001

May 2012

DIT Dehradun 2010-12

CANDIDATE’S DECLARATION

Statement by the candidate

I hereby state that the dissertation entitled “A Study On To Analyze The
Business Performance Of Media Owners in India” submitted by me in partial
fulfilment of the requirements for the award of MBA degree, is my original work
and that it has not previously formed the basis for the award of any other
degree, Diploma, Fellowship or other similar titles.

Date.......................... Dinesh Bhatt


GUIDE’S CERTIFICATE

This is to certify that the dissertation entitled “A Study On To Analyze The
Business Performance Of Media Owners in India” submitted by Mr. Dinesh
Bhatt is a bonafide record of research work done by him under my guidance and
supervision.

HOD Project Coordinator Project Guide

Dr. N L Gupta Dr. Prakash Tiwari Dr. Prakash Tiwari


ACKNOWLEDGEMENT

Any work of this magnitude requires inputs, efforts and encouragement of people
from all sides. In compiling this project report, I have been fortunate enough to get
active and kind cooperation from many people without whom my endeavours would
not have been a success.

I take this opportunity to bestow my gratitude to all who helped me during the course
of the project for their inspiring guidance and kind advice throughout the project
work.

I am highly thankful to Mr Ashwin Yadav for providing me with the opportunity and
facility of learning under them and extended their complete support to make me
deliver the best.

I would like to extend my deep gratitude to Dr. Prakash Tiwari for their constant
support and encouragement to carry out the research for a most sincere effort put in to
give this work the present shape.

I owe a special thanks to all other who helped me in order to fulfil the requirements of
the project and the whole of Department Of Management Studies for providing me
with a comfortable environment to work.

Dinesh Bhatt


EXECUTIVE SUMMARY

In nature, evolution occurs most rapidly when competition for resources is intense.
The same process is now occurring with promotional media. All traditional media
channels are now saturated, and competition for consumer attention is intense. At the
same time, the impact of any one medium is becoming diluted. There are many more
OOH formats, consumer have the ability to skip adverts because of their busy life
style. As a result, companies are becoming increasingly innovative in their approach
to communications and a host of new media channels have emerged. As a result,
media choice is becoming a tricky task, which is why detailed segmentation is so
important -

Highly targeted communications often lead to better results. You can usually expect a
response rate of less than 1% for a relatively generic mass mailing. However, personal
letters to a handful of your most loyal customers would lead to a dramatically
increased rate of return. When deciding which media to use consider the reach,
frequency, media impact and what you can expect for your budget but most of all,
ensure your target customer will see the message in the first place. The interaction of
a customer with the brand for about four hours in a golf course will surely gives a
better result than any other OOH media to this elite segment otherwise reaching them
is highly impossible.


Table of content
Certificate
Acknowledgement
Executive summary
Chapter I

1. Introduction

1.1 Value2ad & Publicity (P) Ltd
1.2 Companies product & Services
1.3 Growth Trend and Prospects
1.4 Objective Of The Study
1.5 Research Methodology
Chapter II

Major Competitors

2.1 Laqshya Group–Airport Media
2.2 TDI– OOH Media
2.3 Other Competitors
Chapter III

Comparative Study of the Media Owners

3.1.1 Study on the Growth and profits
3.1.2 Study on clientele, human resource and others
Chapter IV

Finding, Conclusion, Limitations

4.1 Findings
4.2 Conclusion
4.3 Limitation

Appendix
Bibliography


Lists of Tables/Charts/Figures/Diagrams

Table Page
Table Description
No. No.
1.1 Value2ad- Company Presence 8
1.2 List of Tournaments of 9TH Hole 11
Percentage contribution of different media formats to the media
1.3 16
industry
2.1 Laqshya Media- Business Model 26
3.1 Classification on the basis of Annul Turnover 33
3.2 Classification on the basis of Number of New Business 34
3.3 Classification on the basis of Growth Rate 35
3.4 Classification on the basis of Geographical Presence 36
3.5 Classification on the basis of Number of Clients 37
3.6 Classification on the basis of Target Population 38
3.7 Classification on the basis of Duration in Media Industry 39
3.8 Classification on the basis of Man Power 40


Chapter I

Introduction of Value2ad & Publicity (P) Ltd


CHAPTER I

INTRODUCTION

1.1 Introduction of Value2ad & Publicity (P) Ltd

Type – Private Limited Company

Founded- 2005

Regd. Office; plot no-116, street no-10, Libaspur, New Delhi- 110042

Head office; Bungalow no. 123, 1st floor, Aram Nagar, Part-1, 7 Bungalow Fishery
University Road. Andheri (W), Mumbai-400061

Key people

Ashwin Yadav ( M.D & CEO )
Nitin Yadav (Chief Manager Acquisition)
K.Srinivas Rao ( Chief Of Operations)

Industry- Media and Advertisements

The Value 2 Ad is a team comprised of marketing experts holds many years‟
experience in advertising of print, out of home, digital, sports (Golf) and leisure
industries.

Several media properties are installed in the golf courses where there is high
circulation of players, members and consumers. The advertisement displays will hold
the attention of this highly desirable demographic. The display formats are a mixture
of advertising structures on exterior, interior which includes club house, restaurant,
bar, gym, changing rooms, lounges and on the course will deliver the advertising
messages effectively to the target group.


Value 2 Ad is committed to delivering the ad messages to the top echelon in sales
prospective, product and services to both clients and advertisers.

Value 2 Ad have conquered Indian Golf advertising Market and currently expanding
to the other world markets. Stay tuned.

Company Mission

To reach a target group of affluent Golfers and their family members.

Research shows that reaching your target during leisure yields a substantially higher
brand recall rate. Value 2 Ad offers a cost effective medium other than Airport media,
Mall Media or any other alternate media to reach an upscale captive target group
while they are at their dwell time.

Our demographic = Your consumers

Your message can reach over4 lakh people every month, If you want, we can Putin a
good word for you.

Services

1) GOLF OUTDOOR

OOH Advertising
Branding
Media Promotions


2) 9th HOLE

Event Management
Golf Tournaments

1.2 PRODUTS & SERVICES

Golf Outdoor

Golf Outdoor Media is the only Indian OOH company which as of today boasts
media property sites in 85% of Golf Courses across India - delivering more targeted
opportunities than any other outdoor advertising company in the country.

An entrepreneurial enterprise with a vision for the development of exciting A++ out
of Home Media Solution, Golf Outdoor Media is widely regarded as India's most
innovative company in the industry today.

Mission

To offer a cost effective medium having its reach strictly to upscale captive TG As an
alternative mediums offered at Airport, Ambient or any other alternate media
vehicles.


USP

The advertisement displays will hold the attention of this highly desirable
demographic and will deliver the advertising messages effectively.

Media

Media options in several formats are available such as the advertising structures on
exterior & interior –

Media Locations in Golf Courses

Club house,
Restaurant,
Bar,
Gym,
Changing Rooms,
Lounges
On the greens
Entry & Exit Parking‟s
Driving Range
Notice Boards
Reception

Media Formats

Mini Pole
Boom Barrier
Watch Towers
Billboards
Photo Frames
Glass Façade
Standee


Where there is high circulation of players, members and consumers present round the
week.

Media Benefit for our Clients

In Golf Outdoor, they proved a platform for other companies to turn their product in
to a brand and with the help of this; these company can increase the number of
footfall, which will let to increase the number of sales of their product. “More than
85% consumers say Golf OOH catches their attention and 70% say they have
taken action as a result of these ads”

Media’s strength

Appealing creative's on designer / innovative structures.
Captures the consumer attention is highly effective.
Targets the consumers in their dwell time.
Communicates directly to a desirable upscale TG.
Provides superior Brand recall.
Flexible in budget and inventory.
Why Golf outdoor advertising?

Golf outdoor advertising is among the fastest growing media all over the world today.
Researchers have revealed that golf outdoor advertising attracts niche TG‟s attention
better than any other form of advertising methods. Percentage of people who report
that the golf outdoor advertising catches their attention.

Golf Outdoor

Appealing creative on designer stuctures
Captures the consumer attention is highly effective
targets the consumers in their dwell time
Communicates directly to a desirable upscale TG
Provides superior Brand recall
Flexible in budget and inventory


How do they know this?

According to market research more than 98% of the golfers noticed the advertising
messages at the golf courses. The rate of awareness of this media is 95% which is
higher than any media penetration. Overall, Golf outdoor media reaches 95% golfers
in India aged 08 or older every month 90% of the brands displayed had increase in
sales up to 35% in additional sales through the use of golf outdoor media

So according to them

In one month, your ad will receive close to a 4 lakh eye balls That is 8 lakh foot falls
per month on these greens Plus 8 lakh footfalls off the greens. Total 16 Lakh foot falls

Whom they are targeting

As golf is considered as a premium brand played by the high class people of the society.

Core Golfer profile:

House hold income > $100K - 42%
House hold income > $125K - 24%

High education

Attended college - 84%
College Degree - 53%
Graduate Degree - 25%

Women

New Golfers - 41%
College Degree - 51%
Work - Full / Part time - 63%
Control or share family budget- 74%


Their Presence:

Figure 1.1


9th Hole

9th Hole deals with the Golf Courses Management and Conducting Golf Tournaments
all across India in society owned (Private Golf Courses) and Government Owned
(Army Golf Courses)

9th Hole provides a single-vendor solution to facilitate and manage all the necessary
arrangements associated with your golf event. Their golf tournament planning
services are designed to manage the golf event marketing, administration and
logistical tasks that are traditionally managed by the Client/Golf Committee. While
we eliminate these time consuming tasks, the Golf Committee responsibilities become
more simplified - allowing the Committee to focus on promoting the golf event; along
with concentrating on other existing business matters associated with their day-to-day
responsibilities.

Golf Management involves handling of

Players Registration
Green Fees Collection
Tee time bookings
Managing Golf Tournaments
Running the Driving Range
Handicapping
The Pro Shop
Caddie Management


They understand that their clients have different needs and expectations of the
services they provide. Our customized event plan outlines all the logistics associated
with the event along with the tasks and action items that must evolve before and on
event day. Also included within the plan is access to the registration database and
pairings document with all the details and demographics on each of your players
and/or sponsors. Combined with the event website (outlined below) we create and
manage a very effective means to simplify and streamline all the administration and
logistical aspects associated with your golf event.

One Phone Call - One Vendor - Extensive Services

Custom Event Website

The main purpose of the custom website is to provide a foundation for everyone
attending, playing, sponsoring, partnering and/or associated with the event to have
access to all the event information. Along with capturing registration information
online, the website simplifies communications and creates a strong and very effective
marketing foundation. The Website may include, but not necessarily be limited to:

Home Page
Agenda Page
Sponsorship Page
Current Sponsors or Partners Page
Secure On-line Registration and Credit Card Processing
Interactive Map & Directions
Contact Names, Phone Numbers & E-mail Addresses


Partial List Of Golf Tournament To Be Managed My 9th Hole

Figure 1.2


1.3 Growth Trend and Prospects

Best ways to get maximum growth in outdoor advertising as being a media
owner

 Choose your geographic market. Before you target a specific market, learn
about the culture and business climate of that area. For example, you may find
that the market has experienced a loss of jobs and income recently. If
businesses are struggling to pay their operating expenses, selling them a
billboard may be a challenge.

 On the other hand, perhaps you're looking at an area that has experienced
rapid growth in the past couple of years, with new businesses opening every
month and many current businesses expanding. In that climate, owners may be
willing to spend more advertising dollars to broaden their territory and attract
new customers.

 Structure your billboard business. Since you may be operating across county
or state boundaries, you may encounter different billboard regulations. Get
some professional advice before you get started. Meet with a Certified Public
Accountant familiar with clients who operate billboard businesses in multiple
areas.

 Next, meet with a commercial insurance agent who can recommend the best
business coverage for you and your employees. Contact the city or county
clerk's office for each area in which you plan to conduct business. Obtain a
business license and any other permits you will need.

 Look at current market players. Before you attempt to establish a presence in
any given market, look at the billboard companies already operating in that
area. The Outdoor Billboard directory provides a list of billboard companies,
and is grouped by state. Within each state, specific cities are listed
alphabetically; companies are then listed within that city. For each company, a
brief profile and contact information are included. Make some anonymous


calls to billboard companies in your area, and inquire about typical billboard
contract rates (see Resources).

 Identify billboards for sale. The Outdoor Billboard website also lists available
standard billboards, mobile billboards, billboard and land combinations, and
entire billboard plants for sale. Listings are separated by state, and direct
contact information is included for each property (see Resources).

 Find billboard land for sale or lease. Check out the Billboard Spots website for
nationwide listings of land that can accommodate billboards, or upon which
billboards are already installed. In many cases, the listing includes information
on billboard zoning and permit requirements (see Resources).

 For more local options, take a drive throughout your targeted operating
market. Jot down locations that would be ideal for billboard installation. Next,
visit your local zoning and permit offices to inquire about the availability of
those properties.

 Recruit some billboard customers. Make a list of local or regional billboard
prospects. Using the rate information you have collected, create a rate
structure that presents your company favorably in the market. Consider
additional opening discounts to get some billboard clients on the books.

 Get your billboards printed. In many cases, billboards are printed on heavy
vinyl, with virtually unlimited ink and graphics options. Billboard printing
companies can honor most billboard size requests, and can print from many
types of graphics files. With this digital printing capability, clients can obtain
excellent print quality and good pricing from companies

Growth Prospective In Golf Advertising

Golf is among the fastest-growing sports in India and the movers and shakers of the
Asian and European Tours see huge potential to cash in.


The country becomes the 37th destination visited by the European Tour, which has
spread its wings to co-sanction the Indian Masters with the Asian Tour.

It is the richest golf event ever staged in the emerging economic powerhouse at $2,5-
million (about R19.5 million), and heralds a month that will see three tournaments in
a country that hosted just one in 2007.

While China has been the target market over the past few years, India is seen as the
new frontier. With local golfers tasting success overseas sparking a surge in interest at
the same time that incomes are raising the European and Asian Tours considered it the
right moment to dive in.

"The growth of the Indian economy has coincided with the emergence of golf as a
major sport in the country," European Tour chief executive George O'Grady said
when he announced the tournament.

"We are always keen to expand our tournament portfolio into new territories and we
believe that the Indian Masters offers huge potential on that front.

"Thanks to Indian pioneers such as Jeev Milkha Singh and Arjun Atwal, along with
Jyoti Randhawa and Shiv Kapur, professional golf in India has taken a massive step
forward over the past decade."

The Asian Tour has a much longer history with India, and chief executive Kyi Hla
Han said it was thrilling to see how fast it was developing.

"It is exciting to see golf in India booming the way that it is now," he said.

"To have three major international events in February on the Asian Tour schedule is
certainly a strong signal that the game in the sub-continent has come of age.

"Corporate India sees the value of golf sponsorship with the successes of players like
Singh, Atwal, Gaurav Ghei, Kapur and Randhawa," he added.

Indian golf has come a long way since amateur Biloo Sethi's Indian Open win in 1965
which remained the country's lone success in its home event till 1991 when caddie-
turned-pro Ali Sher wrested the title.

But the game remains an expensive hobby. It is cheaper to buy cricket bats and balls
than a golf set which costs around 7 000 rupees (about R1 178) at a minimum.


Despite this, the rise of Indian professionals abroad has inspired youngsters to believe
there is life beyond cricket.

Cricket legend Kapil Dev, who is now a keen golfer, believes India is capable of
producing world-class players to breathe more life into the sport.

"I feel this is one more sport where Indians are capable of achieving world-class
standards," the former India cricket captain said.

"Our boys are already playing some of the biggest events in the world and it is only a
matter of time before they bring more trophies."

JJ Singh, president of the Indian Golf Union, called this week's Indian Masters "an
historic event".

"The event is a result of the growing status of the game of golf in India, augmented by
the Indian performances across the golfing globe," he said.

"Indian golf will surely get a boost when the best talent from over seven continents
will be on display and also will showcase the infrastructural development needed to
host an event of this size."

percentage contributions
70%
60%
50%
40%
30% percentage contributions
20%
10%
0%
outdoor TV Internet Print Radio Mobile
Phone

Figure.1.3 Percentage contribution of different media formats to the media industry


1.4 OBJECTIVE OF THE STUDY

To find out the business performance of the different media owners of
India.
To find out there area of existence
To find out there annual turnovers
To find out there various media options and format offered

1.5 RESEARCH METHODOLOGY

Introduction

Marketing research is the function which links the consumer, customer and public to
the marketers through information used to identify and define marketing,
opportunities and problems, generates refine marketing actions, monitor marketing
performance, and improve understanding of marketing as a process.

Marketing research specifies the information required to address these issues; designs
the method for collection information manages and implements the data collection
process; analysis the result and communication the findings and their implications.

Research Definition

“Research is careful inquiry or examination to discover new information and
relationship and to expand and to verify exiting knowledge” Research always starts
with questions or a problem. Its purpose is to find answers to questions through the
application of the scientific method. It is a systematic and intensive study directed
towards a more complete knowledge of the subject studies.

Research can also be defined as the search for knowledge, or as any systematic
investigation, to establish novel facts, solve new or existing problems, prove new
ideas, or develop new theories, usually using a scientific method. The primary
purpose for basic research (as opposed to applied research) is discovering,


interpreting, and the development of methods and systems for the advancement of
human knowledge on a wide variety of scientific matters of our world and the
universe. This report is the analysis of the meetings I had with various cosmetic
consumers of Dehradun. In such meetings emphasis was made on analyzing the
purchase pattern of cosmetics and the perception towards the use of cosmetics among
the customers/consumers.

The methodology adopted for such meetings was through pre designed Questionnaire,
which analyzed the levels of satisfaction or dissatisfaction of the customer‟s in order
to study the purchasing pattern of cosmetics among the consumers of Dehradun.

The Marketing Research Process

As marketing research is a systemic and formalized process, it follows a certain
sequence of research action. The marketing process has the following steps:

Formulating the problems
Developing objectives of the research
Designing an effective research plan
Data collection techniques
Evaluating the data and preparing a research report

RESEARCH DESIGN

“Research design id the plan, structure and strategy of investigation conceived so as to
obtain answer to research questions and to control variance.”

-by KERLINGER

Research designs are concerned with turning the research question into a testing
project. The best design depends on your research questions. Every design has its
positive and negative sides. The research design has been considered as a "blueprint"
for research, dealing with at least four problems: what questions to study, what data
are relevant, what data to collect, and how to analyze the results.


Research design can be divided into fixed and flexible research designs. Others have
referred to this distinction with „quantitative research designs‟ and „qualitative
research designs‟. However, fixed designs need not be quantitative, and flexible
design need not be qualitative.

The research design can be classified into true broad categories

Exploratory
Descriptive
Casual

Exploratory research is a type of research conducted for a problem that has not been
clearly defined. Exploratory research helps determine the best research design, data
collection method and selection of subjects. It should draw definitive conclusions only
with extreme caution. Given its fundamental nature, exploratory research often
concludes that a perceived problem does not actually exist.

Exploratory research often relies on secondary research such as reviewing available
literature and/or data, or qualitative approaches such as informal discussions with
consumers, employees, management or competitors, and more formal approaches
through in-depth interviews, focus groups, projective methods, case studies or pilot
studies. The Internet allows for research methods that are more interactive in nature

The results of exploratory research are not usually useful for decision-making by
themselves, but they can provide significant insight into a given situation. Although
the results of qualitative research can give some indication as to the "why", "how" and
"when" something occurs, it cannot tell us "how often" or "how many"

Exploratory research is not typically generalizable to the population at large.

Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive
research answers the questions who, what, where, when and how...


Although the data description is factual, accurate and systematic, the research cannot
describe what caused a situation. Thus, Descriptive research cannot be used to create
a causal relationship, where one variable affects another. In other words, descriptive
research can be said to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations.
Often the best approach, prior to writing descriptive research, is to conduct a survey
investigation. Qualitative research often has the aim of description and researchers
may follow-up with examinations of why the observations exist and what the
implications of the findings are.

In short descriptive research deals with everything that can be counted and studied.
But there are always restrictions to that. Your research must have an impact to the
lives of the people around you. For example, finding the most frequent disease that
affects the children of a town. The reader of the research will know what to do to
prevent that disease thus; more people will live a healthy life.

Causal research designs are research design that follow the experimental procedure,
but do not randomly assign people to (treatment and comparison) groups

RESEARCH PROBLEM

How is the growth rate of the varied media owners in India, through which they can
get some idea about the future trend and prospective of media industry.

RESEARCH OBJECTIVES

To find out the business performance of the different media owners of India.

SOURCES OF DATA COLLECTION

The source of data collection is totally bases on the secondary source.


Chapter II

Major Competitors-Airport Media and OOH Media


CHAPTER II
MAJOR COMPETITORS-AIRPORT MEDIA AND OOH MEDIA

2. Major Competitors

2.1 Laqshya Group–Airport Media

Laqshya Media Private Limited commenced business in 1997 as an outdoor media
company. Today, it is one of the leading Out Of Home (OOH) media organizations in
India and is spreading its footprint rapidly across the countries of Sri Lanka, Middle
East, North Africa and SE Asia.

In India, Laqshya owns a significantly valuable and diversified portfolio of media
assets in the Out Of Home space and enjoys a pan India presence with 20 strategically
placed offices across crucial demographic zones.

Laqshya has developed a prominent presence in Sri Lanka, having acquired the
Independent rights for the airport at Colombo and is now focusing on a gamut of
OOH media assets in this rapidly developing economy.

Laqshya has always been a forerunner in adopting and promoting futuristic research
in the OOH arena and it is the world‟s first OOH Company to have bagged the largest
street furniture contract in the world. It has commenced the installation of over a 1000
air conditioned bus shelters in Dubai under this exclusive contract.

The Dubai Bus Shelter is a milestone in innovative street furniture design which
appropriately displays our strong knowledge base and talent pool. As a part of its
global business strategy,

Laqshya is constantly acquiring diversified media assets to create a comprehensive
OOH portfolio.


Laqshya is determined to be the leading OOH media organization in its areas of
presence. It is committed to innovate and contribute to the growth of the OOH
industry by reaffirming its focus on research, development and innovations.

Outdoor Media Integrated

Their Mission: "Our Mission Is To Continuously Enhance Customer Delight."

A specialist in offering Out of Home (OOH) / Outdoor Media Services. We are the
largest Independent OOH Media Agency in India with a vision to break many a
barrier in this exponentially growing medium.

The company is equipped to plan, strategize, buy and do the entire implementation of
any outdoor media requirement across all states and union territories in the country.

To help us achieve our mission, a dedicated team of professionals with broad and in-
depth knowledge of the finer nuances of Outdoor media are deployed 24 x 7. The
teams‟ long-standing cordial relationships with media owners across the country,
extensive experience and skills in buying and negotiating, leads to best buys. This
allows the company to execute the client‟s outdoor media requirements with efficient
and cost effective campaigns.

Within a short period of 8 years, we take utmost pride in being associated with some
of the best corporate in India. Our privileged client list includes Zee Network, Parley
Food Products, Platinum Guild International, Shoppers Stop, Adidas, HDFC Bank,
HDFC Standard Life Insurance, HDFC Mutual Fund, Smirnoff, Johnnie Walker, TV
Today Network, Philips, Allianz Bajaj and many more...


Right angle OOH Media

Across all media choices that exist today, only one is not subject to audience
fragmentation – Out-Of-Home media.

In today‟s increasingly busy lifestyles only one trait links everyone together – we
each leave our home and venture to places of work, study, worship or shopping. Out-
Of-Home media (OOH) is any type of media that reaches the consumer outside of the
home or office. OOH media reaches its audience as an element of the everyday
environment. It interacts on a level that is self-selective based on the creative intent.

Out-Of-Home media comprises of various formats:

Traditional Outdoor - billboards, bridge banners
Street Furniture - bus shelters, kiosks, benches
Alternative Outdoor - arenas & stadiums, digital
Transit Outdoor - buses, airports, taxis, truck sides

Out-Of-Home media can seamlessly fit into a media plan for a variety of purposes;
from carrying the campaign on its own, to sustaining awareness and finally stemming
erosion of the prime media use in a campaign. So, outdoor mediums fit well in media
plans - be it in short bursts, drips, solo or for bridging the gaps between other
campaigns.

Out-Of-Home works on the tried and tested principle of reach and frequency.
However, at the same time, locations can be bought for specific and tactical purposes
– promotions, sales, store directions - as a re-enforcement. After all, it is the only
medium that is meant purely for advertising!

Right Angle is in the business of Out-Of-Home media development and management
in the UAE and MENA region and is one of the largest Out-Of-Home advertising
concessionaires in the UAE.


Right Angle is proud partners with the Roads & Transport Authority of Dubai (RTA)
in initiating the world‟s first Air-Conditioned Bus Shelter network for Dubai.

Bus Shelters will be installed in over 600 locations on the primary transit routes of
Dubai.

KNOWLEDGE BASE + COLLABORATIVE GROWTH

Right Angle is a complete OOH media solutions provider – from conceptualizing to
designing, investing to completion, managing to marketing and more. The three
primary facets of Right Angle‟s core business are:

Creating value for all stakeholders
Operation & Management of OOH Assets
Marketing & Sales

The Right Angle team‟s collective global experience of more than 100 years in OOH
media enables us to forge international partnerships, create assets that enhance a city‟s
infrastructure and add value to the organization.

MISSION

To be the right choice for clients looking for optimum solutions in the Out-Of-Home
environment. Right Angle provides:

RIGHT MEDIA
RIGHT SERVICE
RIGHT QUALITY
RIGHT CONCEPT

VISION

For Our Stakeholders

To be a globally acclaimed, locally trusted Out-Of-Home media organization
passionate about creating positive values for all stakeholders


For Our Clients

To provide an accountable media platform that is effective and measurable

For Our Environment

To provide socially responsible, utilitarian facilities in cities

For Our People

To provide an open, transparent workplace that supports people to achieve
their highest potential

Business Model

Right Angle is in the business of Out-Of-Home media development and management
in the UAE and MENA region. Right Angle specializes in associating with local
government / municipal bodies in creating mutually feasible infrastructure for public
consumption. This is known as the Public-Private Partnership Model (PPP).

PPP is a government service or a private business venture which is funded and
operated through a partnership of government and one or more private sector
companies.

The GCC and MENA regions have experienced tremendous growth in the last few
years and this, in turn, has opened up new doors to infrastructure development.
Progressive municipalities and road and transport authorities constantly evaluate all
options towards infrastructure development so that they are able to reduce turnaround
time in order to meet the growing transit needs of a developing nation. This they do
with an eye on maximizing their resources and assets while minimizing risks
associated with large projects.


Right Angle Media is committed to creating the right solutions that help these forward
thinking and pro-active public sector organizations in achieving their objectives. We
strive towards creating innovative PPP solutions and models that deliver public
services and are financially and operationally viable.

We work on Build-Operate-Transfer (BOT) as well as Design-Build-Operate-Transfer
(DBOT) models, thus providing flexible and leading-edge business solutions to
government needs. These solutions are based on our expertise in Street Furniture
media.

Figure: 2.1


2.2 TDI– Airport/OOH Media

“INDIAS LEADING AIRPORT & OOH MEDIA SERVICE PROVIDERS”

Established in 1986, we are India‟s Largest Airport Media operators.
Active presence at 14 Airports & Important Stations of Delhi Metro Rail.
Well equipped to provide complete range of OOH Media Services including
planning, buying, execution, scientific monitoring etc.
Fully functional, well equipped countrywide Infrastructure.
Well equipped 20 branches throughout India manned by competent
professionals.
Present client list encompasses well known National / International Brands.
We provide Most Competitive, efficient, effective & Best Value For Ad -
Spend.

Services

Our services include a full array of out - of - Home advertising solutions
on a turnkey basis.
This is backed by experienced media professionals, requisite software,
latest data and nationwide networking.

Benefits

Largest networked Out - of - Home Agency in the country with 18 offices
nationwide.
Lowest rates in the market due to "preferred status" with suppliers
accruing out of upfront payments & longstanding relationships and
rapport.

Strategic planning, ensuring the client's campaigns get noticed by the right
target group at the right place, right time and right ambience.


Creative consultancy & solutions through production / adaptation of Out -
of - Home specific creative‟s and recommendation of "what works & what
does not". We have an "in house" creative team specializing in Outdoor
creative‟s towards this end.

Innovations - Creative & media - as well as expertise in utilization of non
traditional and new media to create buzz, break through the clutter and
provide maximum impact & recall.

World class execution encompassing aesthetically done up standardized
displays, innovations and fast turnaround times.

Regular monitoring & proactive maintenance of all sites, with daily,
weekly and fortnightly reports to the clients. This is undertaken through
not only our dedicated monitoring personnel but also through select
regional and local monitoring agencies with which we have exclusive tie-
ups.

Competition tracking, with regular reports to clients on activity / strategy,
spend levels, future plans etc. of competitors.

Post buys analysis through "dip stick" studies to gauge and communicate
to the clients the efficacy, impact and noticability of the sites / campaigns
as well as the way forward.

Our USP

Our nationwide network of 18 fully functioning offices - the largest in the
country.

Our exclusive media: 14 domestic & international airports and 12 premium
Delhi Metro stations.

Our expertise / experience in and stress on creative & media innovations.

Our best rates & value adds

Our Commitment


To offer the best / lowest rates in the market on all OOH media nationwide
through our networking and prompt upfront vendor payments.

To offer the whole gamut of our services and value adds at every stage.

To leverage our own mediums I.e. Airports & Metro Stations and give our
clients the best deal.

To bring transparency and accountability to the clients table from concept
to completion.

And overall, to make sure that our clients get value for every penny spent.

2.3 Other Competitors

Although they are the only company India who is working on the concept of branding
inside the golf courses, so there is not so much competition in the market in this
segment. But as they are now engaged with the other activities also i.e BTL and
Tournaments activities there are have a good competition with the other companies
who are already engaged in such activities from long time.

For BTL &ATL and Golf Tournaments activities there major competitors are:-

O & M Ogilvy & Mather Ltd - Brand Print, Brand Audit, Information
Gathering, Brand Stewards - offices in Mumbai, Delhi, Kolkata, Chennai,
Bangalore, Hyderabad, India & over 159 cities worldwide
,http://www.ogilvy.com

Percept Advertising Ltd - Advertising, Media, Public Relations - Offices in
Mumbai, Delhi, Baroda, Pune, Bangalore, Lucknow.www.perceptindia.com

Icon Relations - PR agency based in Kochi - K Social Media assistance,
Crisis Management, Image management, Business Intelligence, Media
tracking, Press Clipping services, Press Conference and Press Release. Areas


served-Kochi, Trivandrum, Calicut, Coimbatore, Chennai and
Bangalore.,info@iconrelations.com http://www.iconrelations.com

Oberoi Multimedia Limited: Press and television advertising, Graphic
Designing, Strategic Planning , Creative Solutions, Outdoor Ad Release,
Television Ad Release, , Direct Mail and Marketing, Cinema and Transit
Advertising, Electronic Kiosks, Web Site Development, Exhibitions and Trade
Shows, Catalogues, Brochures, In-film Promotion, Media Planning & Buying
,Email: mail@oberoimultimedia.com Website: www.oberoimultimedia.com
Andheri (W), Mumbai

Xebec: 'Integrated Communications Group' offering a suite of
communication services such as Advertising, Brand Building, Print
Production, Public Relations and Market Research under one roof.
Experience: The agency has over 14 years of experience in handling
International and National accounts. Qualified and Experienced professionals
are Xebec's value added assets. Website: http://www.xebecindia.com

Glimmerize Advertising and Entertainment solution company : Our
Business Activities : 3D, walk through, Print Media, Website Solutions,
Electronic Media, Event Management, Artist Management, CD-ROM
Presentations, Designer Stalls & Exhibitions, Outdoor Advertising, Logo
Designing, PR Activities. Our Major Clients: Omaxe, Amway, Zion
Promoters & Developers, (Rock Band) and many more. Visit us more details
at http://www.glimmerize.com,

Creative Inc - is a 12-year old advertising and brand management
organization working with some of the leading names of the industry. Our
services include branding, media planning and buying, print advertising
(leading national dailies, magazines, etc), BTL activities end-to-end event
management and radio and television commercials. We help create and
consolidate brand image through integrated advertising and marketing mix.
CREATIVE INC's client portfolio includes multinationals, retail sector,


hospitality, NGOs, television channels and educational institutes. Location:
Main Kalkaji Market New Delhi ,www.creative-inc.biz
Alert Golf Management Services Pvt Ltd-One of the industry's leading golf
management companies since a decade, Alert Golf Management Services Pvt.
Ltd. (AGMS) has been at the forefront of developing, managing and
maintaining top golf facilities and landscaping works nationwide. Amongst the
first to offer golf management services, AGMS has pioneered the construction
and maintenance of some of the country's most elite Clubs, Organizations etc


Chapter III

Comparative Study of Golf Outdoor Media with

OOH Media and Airport Media


CHAPTER III

3. COMPARATIVE STUDY OF GOLF OUTDOOR MEDIA WITH
OOH MEDIA(LAQSHYA) AND AIRPORT MEDIA(TDI)

No study is considered as completed, until and unless it if verified with some facts
and figures, in this chapter we are going to go through some graphs and charts on the
basses of some facts and figures which I have obtained from some secondary source

Here in this chapter we are going to discus about certain points, such as

- In terms of their Growth Rate
- Market value
- Geographical Presence
- Clientele
- Target population
- Human resource

In this study we have compared the three media companies, who are dealing with
different segments, such as

Value2ad- Golf Outdoor Media
Laqshya- Street Media
TDI- Airport Media
Others – all othere small companies in the market


Table 3.1: Classification on the basis of Annul Turnover (IN CR)

Company
Value2ad Laqshya TDI Others
Years

2007 0.9 87 156 12

2008 1.5 112 163 14.5

2009 2 118 152 14

2010 2.3 108 170 14.5

2011 4 120 200 16

250

200

150 Value2ad
Laqshya
100 TDI
Others
50

0
2007 2008 2009 2010 2011

Figure: 3.1

Inference - The above chart shows that the TDI and Laqshya have a good annual
turnover in comparisons to the other companies


3.2 Classification on the basis of Number of New Business
(NO. of New Client added)

Company
Years

2007 2 33 35 5

2008 5 27 37 7

2009 7 30 29 12

2010 10 35 23 4

2011 12 22 31 5

40

35

30

25
Value2ad
20 Laqshya

15 TDI
Others
10

5

0
2007 2008 2009 2010 2011

Figure:3.2

Inference –

The above chart shows that the new companies coming in the market or existing
companies coming up with a new product are approaching more to TDI and Laqshya
for their media promotions


3.3 Classification on the basis of Growth Rate (In Percentage)

Company
Years

2006-2007 50 9 4 20

2007-2008 66 28 4 21

2008-2009 33 5 -7 -3

2009-2010 15 -9 11 3

2010-2011 73 11 17 10

80

70

60

50

40
Value2ad
30 Laqshya

20 TDI
Others
10

0

-10

-20
2006-2007 2007-2008 2008-2009 2009-2010 2010-2011

Figure:3.3

Inference –

The above chart shows that the Value2ad has the highest Growth rate, as they have a
new media and concept is different from other media. Another reason is that others
companies exist from a long time so now are into their stagnation state.


3.4 Classification on the basis of Geographical Presence
(No of states and union territories in India)

Company
Location

In India 35 6 12 5

Out of India 0 2 1 0

35

30

25

20
Value2ad
15 Laqshya

10 TDI
Others
5

0

In India
Out of India

Figure: 3.4

Inference –

The above chart shows that with-in India, value2ad have a very big and strong
network for the media promotion in comparison to other media owners, but at the
same time they don‟t exist out of India, where others are.


3.5 Classification on the basis of Number of Clients

Company
Year

2007 5 45 32 7

2008 7 57 37 12

2009 12 73 45 17

2010 13 84 54 21

2011 18 93 66 24

100
90
80
70
60 Value2ad
50 Laqshya
40 TDI
30 Others
20
10
0
2007 2008 2009 2010 2011

Figure:3.5

Inference –

The above chart shows that the Laqshya have the highest number of clientele all
across India. As well as we can see that all the companies have an increase in
clientele, this also shows that there is lot of demand of the media by the companies for
their brand promotions.


3.6 Classification on the basis of Target Population

Company
Year

10-20 years 10 30 15 15

21-40 years 25 40 50 70

41-60years 55 20 30 13

60years and above 10 10 5 2

80

70

60

50
Value2ad
40
Laqshya
30 TDI
20 Others

10

0
10-20 years 21-40 years 41-60years 60years and
above

Figure:3.6

Inference –

The above chart shows that the media owners maintain their media option or formats
in such a manner through which they can target each segment of the society, but from
the above figure we can conclude that there major target is the age group between 21-
40 years because in major cases this age comes out as the decision maker in the
families.


3.7 Classification on the basis of Duration in Media Industry

Company
existence

No of years in existence 7 15 26 10

30

25

20
Value2ad
15 Laqshya
TDI
10
Others

5

0
No of years in existance

Figure. 3.7

Inference –

The above chart shows that TDI as being one of the biggest market leader in terms of
media buying and selling in the media industry, the biggest reason for being into such
stage is because being and oldest company with having 26yr of media selling
experience.


3.8 Classification on the basis of Man Power

Company
Employee

No of Employee 50 200 350 30

400

350

300

250
Value2ad
200 Laqshya
Tdi
150
Others
100

50

0
No of Employee

Figure: 3.8

Inference –

The above chart shows that TDI as being one of the biggest market leader in media,
they don‟t have that number of sites as much as Value2ad have but still in terms of
number of employee, it have the max. number that is not only in India but even
outside too.


Chapter IV

FINDINGS, CONCLUSIONS AND SUGGESTIONS.


CHAPTER IV

FINDING, CONCLUSION AND LIMITATIONS

4.1 Findings Of The Study

The study is to analyze the business performance of the media owners and there
are some findings I found during the study. Those are given below:

 TDI and Laqshya have a maximum annual turnover in comparisons to the
other media companies in the market.

 TDI and Laqshya have a very strong network and have a good marketing team
which is managed by a good and well trained and knowledge staff who always
manage to get new business from the clients.

 The demand of their media is so high that the new companies coming in the
market or existing companies coming up with a new product are approaching
more to TDI and Laqshya for their media promotions.

 In terms of growth rate Value2ad has the highest growth rate, as they have a
new media and concept is different from other media. Another reason is that
others companies exist from a long time so now they are into their stagnation
state.

 In terms of media options, formats and demands of new innovations, with-in
India, Value2ad have a very big and strong network for the media promotion


in comparison to other media owners, but at the same time they don‟t exist out
of India, where Laqshya and TDI exist out of India also.

 Laqshya have the highest number of clientele all across India. But at the same
time we saw the other companies who exist in the media industry are also
growing, this also shows that there is lot of demand of the media by the
companies for their brand promotions.

 Media owners maintain their media option or formats in such a manner
through which they can target each segment of the society, but there major
target is the age group between 21-40 years because in major cases this age
comes out as the decision maker in the families.

 TDI as being one of the biggest market leaders in terms of media buying and
selling in the media industry, the biggest reason for being into such stage is
because being and oldest company with having 26yr of media selling
experience.

 TDI as being one of the biggest market leaders in media, they don‟t have that
number of sites as much as Value2ad have but still in terms of number of
employee, it has the maximum number that is not only in India but even
outside too.


4.2 Conclusion

 There is lot of companies exist in the media industry for the branding and
media promotions, but very few who are acting as the media owners.

 Form the study we also concluded that the media industry is a growing
industry and future aspect are good

 The demand of media industry and media experts are lot of there in the
market, all company need it to make their brand presence and to increase the
number of footfalls for their product selling

4.3 Limitations:

 The project is limited in scope due to restrictions over the secondary data
source

 We are not able to study about the advertising and media agencies as the study
is limited to the study of media owners only

 The study was done on few media owners companies therefore the result
cannot be generalized for the whole media owners companies exist in the
media industry


BIBLIOGRAPHY

The work which is done is all been collected from the different sources, such as 2011
media kit , updated by clear channel outdoor; ALBUQUERQUE

 A presentation made by Mr. Sandeep Bansal , founder director , ebusiness
interactive , on brand influence
 A project work done by SIMON and LOUISE HUDSON on golf tourism,
published by good fellow publishers limited, woodeaton oxford, www.
goodfellowpublishers.com
 Details mentioned by the UHI Millennium institute, which provides BA
(HONS) GOLF MANAGEMENT
 A presentation on consumer behavior on http___www1.ximb.ac.in
 www.google.co.in
 www.en.wikipedia.org
 African Journal of Business Management Vol.2 (6), pp. 111-118, June 2008,
Available online at http://www.academicjournals.org/AJBM ISSN 1993-8233
© 2008 Academic Journals, Full Length Research Paper Product placement:
exploring effects of product usage by principal actors
 Value2ad.com
 And there took kit.


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