1. UNIVERSITY OF MUMBAI
(SIXTH SEMSESTER)
T.Y.BMM
SUBJECT:
AGENCY MANAGEMENT
ACADEMIC YEAR
2008-2009
PROJECT BY
MR PRIYARANJAN M.B
DATE OF SUBMISSION
FEBRURARY, 2008
PROJECT GUIDE
PROF. ARCHANA KENIA
COLLEGE NAME
K.G. MITTAL COLLEGE
MALAD (WEST)
MUMBAI - 400064

2. DECLARATION
I, MR PRIYARANJAN M.B STUDENT OF K.G. MITTAL COLLEGE, STUDYING IN T.Y.BMM
HEREBY DECLARE THAT I HAVE COMPLETED MY PROJECT, FOR ‘AGENCY
MANAGEMENT’ IN THE ACADEMIC YEAR 2008-2009. THE INFORMATION SUBMITTED
HERE IS TRUE AND ORIGINAL AS PER MY RESEARCH AND OBSERVATION.
DATE OF SUBMISSION SIGNATURE OF STUDENT
SEPTEMBER, 2008 MR PRIYARANJAN M.B

3. CERTIFICATE
I PROF. ARCHANA KENIA HEREBY CERTIFY THAT
MR PRIYARANJAN M.B OF K.G. MITTAL COLLEGE HAS COMPLETED HIS PROJECT, FOR ‘AGENCY
MANAGEMENT’ IN THE ACADEMIC YEAR 2008- 2009. THE INFORMATION SUBMITTED HERE IS
CLAIMED TO BE TRUE AND ORIGINAL TO THE BEST OF MY KNOWLEDGE.
SIGNATURE OF THE PRINCIPAL SIGNATURE OF THE PROJECT GUIDE
(DR. JOHN D’MELLO) (PROF. ARCHANA KENIA)
SIGNATURE OF BMM CO–ORDINATOR SIGNATURE OF STUDENT
(PROF. CASSENDRA D’SOUZA) (MR PRIYARANJAN .M.B)
SIGNATURE OF THE EXTERNAL EXAMINER

4. ACKNOWLEDGMENT
I WOULD LIKE TO THANK MY PROJECT GUIDE
PROF. SHARON .M FOR PROVIDING ME WITH ESSENTIAL
AND RELEVANT INFORMATION THROUGHOUT MY
PROJECT AND HELPED ME TO WIDEN MY HORIZONS.
I WOULD LIKE TO THANK MY B.M.M CO-ORDINATOR
PROF. CASSENDRA D’SOUZA WHO HAS SUPPORTED ME
DURING MY PROJECTS.
I WOULD LIKE TO THANK MY COLLEAGUES WHO
HELPED ME DURING MY PROJECT. ABOVE ALL I WOULD
LIKE TO THANK ALL THOSE PEOPLE WHO HELPED ME
DIRECTLY OR INDIRECTLY TO COMPLETE THIS PROJECT
SUCCESSFULLY.

5. AMUL POWER MIX
BISCUITS

6. ABOUT
 LAUNCHING A NEW PRODUCT WITH A DELICIOUS COMBINATION OF
CREAM AND CHOCOLATE WITH HIGH AMOUNT OF GLUCOUSE.
 AMUL BISCUIT IS THE FIRST BISCUIT MANUFACTURER IN INDIA TO
MANUFACTURE BISCUITS WITH A DELICATE COMBINATION OF GLUCOSE,
MILK PROTIENS, IRONS WITH CREAM AND CHOCOLATE CHIP.
 THE COMPANY IS MANUFATURING AMUL POWER MIX BISCUITS FOR
CHILDREN AND PARENTS BOTH. CHILDREN WANT TASTE, FLAVOUR,
CREAM AND CHOCLOATE AND PARENTS WANT VITAL INGREDIENTS AND
ESSENTIAL VITAMINS FOR THE GROWTH OF THEIR CHILD.
 CONSIDERING THE ABOVE FACTS AMUL BISCUITS IS DEDICATED TO
MANUFACTURE BISCUITS WITH A STRONG COMBINATION OF GLUCOS
AND CREAM OR CHOCOLATE TO:
 REDUCE PARENTS WORRIES AND INCREASE CHILDREN’S HAPPINESS.

7. RESEARCH AND ANALYSIS
 INDIA OCCUPIES THE LARGEST SHARE OF MARKET WHEN IT COMES TO
BISCUITS.
 INDIAN BISCUIT MARKET IS 1.1 MILLION TONES PER ANNUM AT RS 50
BILLION. ABOUT 90% OF INDIANS BUY AND EAT BISCUITS.
 70% OF BISCUIT CONSUMPTION LIES IN THE URBAN AREAS AND 30% IN
RURAL AREAS.
 CONSUMERS OFTEN CONSUME BISCUITS WITH TEA PREFERABLY IN THE
MORNING OR AS IN-BETWEEN SNACKS.
 CREAM BISCUIT AND CHOCOLATE BISCUITS ARE THE MOST PREFERRED AND
MANUFACTURERS HAVE GOOD SALES AND A STRONG HOLD IN THE MARKET.
 REGULAR BISCUITS LIKE “PARLE-G” ARE FAST SELLING AND MOST PREFERRED
IN THE RURAL AREAS.
 REGULAR BISCUIT MANUFACTURERS ARE STRIVING HARD TO GET OVER THE
DOMINANCE OF CREAM AND CHOCOLATE BISCUIT MANUFACTURERS BY
AGGRESSIVE AND REGULAR CAMPAIGN OF GLUCOSE CONTENT.
 AS A MATTER OF FACT CHILDREN PREFER CREAM AND CHOCOLATE BISCUIT.

8. ADVANTAGES OF THE OFFER
 CONSUMERS GET TO EXPERIENCE A DELICIOUS COMBINATION OF CREAM
AND CHOCOLATE WITH HIGH AMOUNT OF GLUCOUSE.
 BISCUITS WITH VITAL INGREDIENTS OF GLUCOSE, MILK PROTIENS, IRONS
WITH AND CHOCOLATE CHIP.
 SATISFACTION TO BOTH PARENTS AND CHILDREN BECAUSE CHILDREN GET
TASTE, FLAVOUR, CREAM AND CHOCLOATE AND PARENTS GET VITAL
INGREDIENTS AND ESSENTIAL VITAMINS FOR THE GROWTH OF THE CHILD.
 SOLUTION TO A PROBLEM AMONG PARENTS AND CHILDREN.

9. WEAKNESS
 NO VARITIES OF FLAVOUR OFFERED LIKE ORANGE, STRAWBERRY AND
MANGO ONLY ONE FLAVOUR IS OFFERED I.E CHOCOLATE.
 COMPETITORS OFFER VARIETY OF FLAVOURS.
 CONSUMERS WILL DEVELOPE A SENSE OF FATIGUE TOWARDS THE SAME
FLAVOUR AFTER A PROLONGED USE, VARITIES RECOMMENDED.
 WELL ESTABLISHED COMPITETIORS IN BISCUIT INDUSTRY.

10. USP
AMUL POWER MIX BISCUITS PROVIDE ALL VITAL INGREDIENTS
INCLUDING
 GLUCOSE
 MILK PROTIENS
 IRONS
WITH CREAM AND CHOCOLATE CHIP
TASTE AND HEALTH BOTH

11. TARGET AUDIENCE

12. TARGET AUDIENCE
URBAN RURAL
4 TO 16 4 TO 16
16 AND ABOVE

13. URBAN
 AMUL BISCUITS WILL TARGET CHILDREN 4-16 IN URBAN AREAS.
 REASON:
 AS CHILDREN ARE FOUND OF CREAM BISCUITS AND CHOCOLATES.
 PLUS THEY KEEP A GOOD AMOUNT OF INFORMATION ON THE PRODUCT
THEY LIKE.
 THEY CHOOSE BISCUITS WHICH HAVE CHOCOLATE FILLINGS OR CREAM
FILLINGS.
 CHILDREN PREFER CREAM OR CHOCOLATE BISCUITS AS SNACKS AND THEY
LOVE IT WITH MILK.
 SHAPE,SIZE AND PACKAGING ALSO APPEAL.
 PARENTS PREFER BISCUITS WITH HIGH AMOUNT OF GLUCOSE FOR THEIR
CHILDREN AND THEIR PARENTS.
 CONSIDERING THESE ASPECTS OF BUYING BEHAVIOUR CAPTAIN BISCUITS
WILL TARGET CHIDREN 4-16 IN URBAN AREAS.

14. URBAN
 AMUL BISCUITS WILL TARGET CHILDREN AND ADULTS 17 AND ABOVE.
 REASON:
 AS THEY SEEK BOTH TASTE AND GLUCOSE.
 AS THIS SEGMENT OF AUDIENCE BELIVE IN ENERGY, GLUCOSE, VARIETY
AND TASTE AND PREFERENCE.
 THEY CONSIDER BISCUIT AS SNACKS ONLY, THEY DON’T BUY BISCUITS
FOR TASE AND JOY.
 THEY PREFER IT WITH TEA OR AS IN-BETWEEN SNACK.
 THEY BUY BISCUITS WHICH HAVE HIGH INGREDIENTS OF GLUCOSE
ACCOMPANIED WITH GOOD TASTE.
 AT TIMES THEY ARE SKEPTICAL AND PREFER TO CHECK INGREDIENTS AT
THE TIME OF PURCHASE.

15. RURAL
 AMUL BISCUITS WILL TARGET CHILDREN 4-16 IN RURAL AREAS.
 REASON:
 AS WE PREFER CORN FLAKES OR OAT MEAL WITH MILK, VILLAGERS PREFER
BISCUIT WITH EARLY MORNING TEA OR MILK.
 THEY BUY BISCUITS ON THE BASIS.
 QUANTITY
 COST
 TASTE
 THEY HARDLY CHECK OUT THE INGREDIENTS AND THE CONTENT OF
GLUCOSE.
 CREAM OR CHOCOLATE BISCUITS ARE CONSIDERED AS LAVISH.
 IT GIVES A EMOTIONAL BENEFIT TO THEM AND CREATES A BRAND LOYALTY
TOWARDS OUR BRAND.

16. MARKET SEGMENTATION
RURAL URABAN

17. REASON
 IN RURAL AREAS CONSUMERS PREFER:
 ENERGY
 COST EFFECIENCY
 AND QUANTITY
 IN URBAN AREAS CONSUMERS PREFER TASTE
 TASTE
 VARIETY
 QUALITY

18. DISTRIBUTION CHANNEL
MANUFACTURER
MAJOR WHOLESALERS
MAJOR RETAILER LOCALIZED RUNNERS SMALL SIZED RETAILER
(MAJOR CHANNEL) MINOR CHANNEL
CONSUMERS

19. STRONG
COMPITETIORS

20. BRITANNIA
50%
PARLE-G
30%
SUNFEAST
15%
OTHERS
5%

21. BRITANNIA
 BRITANNIA INDUSTRIES LIMITED IS AN INDIAN COMPANY BASED IN
KOLKATA THAT IS FAMOUS FOR ITS BRITANNIA AND TIGER BRANDS OF
BISCUIT, WHICH IS HIGHLY RECOGNISED THROUGHOUT THE COUNTRY.
 BRITANNIA IS INDIA’S LARGEST BISCUIT FIRM, WITH AN ESTIMATED
50% MARKET SHARE.
 JOINT VENTURE WITH NEW ZEALAND DAIRY.
 THE BRAND NAMES OF BISCUITS INCLUDE VITA MARIE GOLD, TIGER,
NUTRI CHOICE JUNIOR,GOOD DAY, 50 50, TREAT, PURE MAGIC, MILK
BIKIS AND GOOD MORNING.
 DAIRY PRODUCTS CONTRIBUTE CLOSE TO 10 PER CENT TO BRITANNIA'S
REVENUE.
 BRITANNIA TRADES AND MARKETS DAIRY PRODUCTS, AND ITS DAIRY
PORTFOLIO GREW AT 47% IN 2000-01 AND BY 30% IN 2001-02.
 BRITANNIA HOLDS AN EQUITY STAKE IN DYNAMIX DAIRY AND HAD
OUTSOURCED THE BULK OF ITS DAIRY PRODUCTS FROM ITS ASSOCIATE.
ITS MAIN COMPETITORS.

22. PARLE-G
 PARLE-G OR PARLE GLUCOSE BISCUITS ARE ONE OF THE MOST POPULAR
CONFECTIONERY BISCUITS IN INDIA.
 PARLE-G IS ONE OF THE OLDEST BRAND NAME IN INDIA AND IS
CONSIDERED THE LARGEST SELLING BRAND OF BISCUITS IN THE
WORLD.
 FOR DECADES, IT WAS INSTANTLY RECOGNISED BY ITS ICONIC WHITE
AND YELLOW WAX PAPER WRAPPER WITH THE BABY FACE ON IT.
 MANY COMPETITORS HAVE TRIED TO SELL THEIR LOWER QUALITY
PRODUCTS BY COPYING THE PACKAGING, TRYING TO SELL THEIR
BISCUITS AS PAREL-G, PARLE-JEE ETC.
 PARLE-GLOCOSE HAS COME UP WITH SOME INNOVATIVE ADS INVOLVING
YOUNG CHILDREN.
 THEIR PUNCHLINE GOES AS G MEANS GENIUS.
 THE NAME OF PARLE-G BISCUITS HAS BEEN DERIVED FROM THE STATION
VILE PARLE, WHERE THE PARLE PRODUCTS FACTORY WAS/IS BASED.

23. SUNFEAST
 IN 2003, ITC FORAYED INTO THE BISCUITS MARKET WITH THE SUNFEAST
RANGE OF GLUCOSE, MARIE AND CREAM BISCUITS.
 SUN FEAST'S BRAND ESSENCE, "SPREAD THE SMILE" CONNOTES
HAPPINESS, CONTENTMENT, SATISFACTION AND PLEASURE.
 THE MASCOT SUNNY REINFORCES THE EMOTIONAL ASPECTS OF THE
BRAND.
 SUN FEAST IMMEDIATELY ESTABLISHED ITSELF AS A PROVIDER OF
INNOVATIVE AND DISTINCTIVE PRODUCTS.
 THE SUNFEAST DREAM CREAM RANGE IS CURRENTLY AVAILABLE IN 8
VARIANTS.

24. CREATIVE PLAN
 TO PROVIDE A MESSAGE THAT AMUL BISCUITS PROVIDE ALL VITAL.
 ENERGY AND STRENGHT TO PERFORM ACTIVITES AS GOOD AS A WINNER
OF ANY FIELD.
 DESIGN LABELLING FOR A PACKET OF BISCUITS TO FIT IN WITH MARKET
RESEARCH RESULTS.
 IN ADDITION, PROVIDE A MESSAGE THAT ALL THE WINNERS OF EVERY
FIELD, OCCUPATION AND ORGANIZATION HAVE ANMOL BISCUITS FOR
THEIR FLAWLESS PERFORMANCE.
 CONSIDER THE TESTIMONIAL OF CRICKET CAPTAIN, FOOTBALL CAPTAIN
AND NAVY CAPTAIN.

25. MARKETING STRATEGY
 TO MAKE THE TARGET AUDIENCE AND MARKET AWARE OF THE PRODUCT
AND ITS BENEFITS.
 GET FEEDBACK FROM A TASTE TEST.
 TO ENCOURAGE THE PURCHASE OF THE PRODUCT FROM SMALL STORES
TO DEPARTMENTAL STORES.
 MAKE A PROMOTIONAL SIGN WHICH WILL APPEAL TO THE TARGET
AUDIENCE.
 $17,000(7,14,000 RS) FOR SALES PROMOTION MATERIALS (SAMPLES)
AND DISTRUBITION.
 BOOST THE SALES OF THE BISCUIT COMPANY.

26. PACKAGING

27. VOLUME OF THE PRODUCT
 BISCUITS NET WEIGHT = 250 GMS
 10 PCS
 4 CMS * 4 CMS * 0.7 CMS

28. MEDIA OBJECTIVES
MEDIUM
TRADITIONAL MASS MEDIA- TELEVISION.
TO GENERATE IMPACT.
NON TRADITIONAL MEDIA- HOARDINGS, BILLBOARDS, BANNERS.
WITH PRINT AD AS REMINDER
MEDIA IN MAJOR NEWSPAPER
AND MAGAZINES.

29. MEDIA OBJECTIVES
 FOR TRADITIONAL MASS MEDIA: TELEVISION.
 CONSIDER REACH AS THE KEY FACTOR.
 MODERATE FREQUENCY THROUGH OUT THE CAMPAIGN TO AVOID
FATIGUE AND OVERPLAYING.
 CONCENTRATE MORE ON CHILDREN’S CHANNEL LIKE CARTOON
NETWORK, POGO, NICK, COLORS AND DISNEY LAND.
 ADVERTISING MESSAGE SHOULD BE UNDERSTANDING AND IT SHOULD
STRESS MORE ON CREAM OR CHOCOLATE FILLINGS, HIGH CONTENT OF
GLUCOSE AND EXEQUISITE PACKAGING.
 PRESENTING THE MESSAGE IN A ATTRACTIVE, TEMPTING AND DELICIOUS
WAY.

30. WHY CONSIDER REACH AS A KEY FACTOR?
 TO CREATE BRAND IMAGE.
 TO CREATE BRAND LOYALTY.
 TO CREATE BRAND PREFERENCE.
 AND BETTER BRAND POSITIONING TO ENCOURAGE PURCHASE AND
RETAIN BRAND LOYALTY.

31. WHY REGULAR FREQUENCY?
 ACTS AS AN AID TO MEMORY.
 CREATS STRONG BRAND POSITIONING.
 TO ENSURES THE CONSUMER RECOGNIZES THE PRODUCTS NEW IMAGE.

32. MEDIA STRATEGY
 ONE YEAR AGGRESSIVE NATIONAL CAMPAIGN.
 REASON:
 TO ESTABLISH A GOOD POSITION.
 TO MAXIMIZE TOTAL IMPRESSION.
 TO CREATE DEMAND.
 AND DISTINGUISH FROM OTHER CREAM AND CHOCOLATE BISCUIT
MANUFACTURER.
 OPTIMUM UTILIZATION OF BROAD RANGE OF MEDIA RESOURCES AND
CHANNELS.
 PREFERABLY BUY SPACE IN CHILDREN’S STORY BOOKS AND COMICS LIKE
TINKLE, BATMAN, SPIDERMAN AND ARCHIE.
 PREFERABLY BUY SPOTS IN CARTOONS LIKE BOB THE BUILDER, POWER
ZONE AND TOM AND JERRY WILL BE TARGETED.
 TO REACH URBAN KIDS SPECIFICALLY.
 PERFORMING THE ABOVE ACTIVITES AND FUNCTIONS CONSIDERING THE
BUDGET.

33. MEDIA STRATEGY
 NATIONAL CAMPAIGN WITH MAJOR CONCENTRATION ON TVC IN RURAL
AREAS.
 AND IN URBAN AREAS USAGE OF TO TVC TO CREATE IMPACT AND OTHER
MEDIA AS REMEMBRANCE.
 FOCUS ON CHILDREN IN BOTH URBAN AND RURAL AREAS.
 ALSO FOCUS ON ADULTS TO CREATE BRAND IMAGE AND ACQUIRE HUGE
SHARE OF MARKET.
 USE FRIENDLY APPROACH.
 PRIME TIME ADVERTISING WILL BE PROMINENT.

34. MEDIA EXECUTION
STORY BOOK AND COMICS
 TO ADVERTISE ON THE BACK COVER PAGE OF THE STORY BOOK OR
COMICS (FULL PAGE).
 A FULL PAGE AD AT THE END OF EACH STORY.
 STORY BOOKS AND COMICS USED ARE ARCHIE, TINKLE, BAT MAN AND
SIDER MAN.
 PERIOD=FULL CALENDER YEAR.
 COSTS NAME OF THE BOOK
 45 RS BATMAN (MARVE COMICS)
 45 RS SPIDERMAN (MARVEL COMICS)
 20 RS TINKLE
 30 RS ARCHIE
TOTAL BUDGET= 21,20,045 RS

35. STORY BOOKS AND COMICS
NAME SPACE TIME PERIOD AMOUNT
BATMAN FULL PAGE 12 15,25,000
BACK PAGE , END
OF EACH STORY
TINKLE FULL PAGE 12 5,25,000
BACK PAGE , END
OF EACH STORY
ARCHIE FULL PAGE 12 2,10,425
BACK PAGE , END
OF EACH STORY
SPIDERMAN FULL PAGE 12 13,26,200
TOTAL BUDGET= 21,20,045 RS

36. BILLBOARDS AND HOARDINGS
BILLBOARDS
(30 SHEET POSTER)
HOARDINGS AT RAILWAY STATIONS
(6 SHEET POSTER)
BILLBOARDS 30 SHEET AT ALL 6,40,000 RS
POSTER MAJOR
SCHOOLS
AND MAJOR
ROAD
JUNCTIONS
HOARDINGS 6 SHEET RALIWAY 3,43,000 RS
POSTER STATIONS.
TOTAL BUDGET= 9,83,000 RS

37. TELEVISION
NAME SPOTS AMOUNT
DISNEY LAND 12 1,17,15,000
POGO 15 1,20,45,000
NICK 15 1,01,12,500
COLORS 10 98,00,000
CARTOON NETWORK 19 2,21,00,000
TOTAL BUDGET= 6,57,72,500 RS

38. BUDGET
OUT
DOOR
MEDIA
PRINT
MEDIA
TELEVISION
TOTAL SPENDING= 6,88,75,545 RS

39. THANK
YOU
PRIYARANJAN M.B