A PROJECT REPORT ON ADVERTISING MANAGEMENT

A STUDY ON BRAND EQUITY AND MEDIA EFFICIENCY

Project submitted in partial fulfillment for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION BY

DECLARATION I here by declare that this Project Report titled A STUDY ON BRAND EQUITY AND MEDIA EFFECIENCY Submitted by me to the Department of Business Management, XXXX, is a bonafide work undertaken by me and it is not Submitted to any other university or Institution for the award of any Degree diploma / certificate or published any time before.
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Name and Address of the student

Signature of the Student

ACKNOWLEDGEMENT
I,the student of XXXX successfully Completed our project on A Study on the Performance of Brand Equity & Media Efficiency under the guidance of XXXX I have received a lot of help, unflinching support and cooperation from XXXX. during the project. Lastly , I convey my thanks to each & every one who has contributed directly or indirectly to the successful completion of this project.

CONTENTS:

TOPICS Executive Summary About the Subject About the company History of the glass Questionnaire Data Analysis Brand building & Media Efficiency Suggestions Bibliography

Page No.

INTRODUCTION
This study essentially is about how a brand equity and media efficiency trying to establish for itself a new identity and image. It studied further as to what obstacles and shortcomings it faces as it tries to create for itself a more modern image. This study further ascertains the advertising and marketing mechanisms that Saint-Gobain has adopted to date and then with the help of external customers. This study also aims at finding the gaps between the perception of the management and the customers. With the help of the above, in consultation and continuous interaction with the Saint-Gobain management, we have attempted to provide suggestions as regard both advertising techniques and practices as well as what kind of an advertising campaign the company may undertake. Finally, we have taken a close look at the customer retention and loyalty programs of the company and have suggested for the improvements of the same.

ABOUT THE SUBJECT

Advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor. Marketer see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling and sales promotion. Advertising is a management function. While advertising is the event, advertising management is the whole process a function of marketing starting from market research continuing through advertising leading to actual sales or achievement of objective. But advertising management does not stop here. It goes further in regard to evaluation of the whole cost benefits that were involved in the whole exercise. This means that if there is a public service advertising with an objective to increase domestic saving, the evaluation would take place in terms of the actual increase in domestic savings as can be found from banks and other financial institutions. If its about a launch of a new product, then the evaluation would be in terms of benefits derived from the cost sunk in the advertising campaign. Advertising management incorporates various specialized sub-functions like media strategy, message strategy, media planning, media buying etc.While advertising management is an inseparable part of the marketing department, usually, and the marketing department of an organization is concerned more with market research and evaluation of results. Every element of an advertising campaign is different. A companys advertising campaign may be carried out with the help of the following: Brochures Catalogs Print projects Direct mail Sales letters Television and radio Online advertising
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ABOUT THE COMPANY SAINT-GOBAIN CREATES HISTORY: In 1917, when French Prime Minister Clemenceau was saved from an assassins bullet. The bullet was stopped by the glass Windshield of his car. And the glass was from Saint-Gobain. FOUNDATION FOR THE FUTURE: The twentieth century ushered in the modern era of the glass industry. Automobiles revolutionized transportation while skyscrapers redefined the skyline. The ever-evolving needs of form function and aesthetics placed greater demands on the quality and diversity of glass products required. And Saint-Gobain was ready for the challenge. With its firm commitment to quality, huge investments in technology and unmatched passion for innovation, Saint-Gobain led the development in the glass industry. Saint-Gobain invented the revolutionary twin-grinding process and pioneered bent-glass technology, while promoting tempered glass usage through the well known Security brand and establishing new Standards in manufacturing quality float glass. These were also the milestones which paved the way for Saint-Gobain in establishing a firm foundation for the future. LOOKING TOWARDS THE HORIZON: Today, Saint-Gobain is a Fortune 500 company, 18000 employees with operations in 46 countries, and annual sales exceeding Rs.1, 25,700 crores. But all this has not changed Saint-Gobains attitude towards its customers. Every customer is still king. Like the Louvre Pyramid, embellished with Saint-Gobain glass the company too, has transcended time, serving as a unique, seamless link between the past and the future. With its rich
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history, enviable tradition and commitment to continuous innovation, Saint-Gobain continues to redefine the standards of glass making, time and again. After all, it has been the future of glass. Since1665.

ABOUT THE GLASS:

Glass:
.

Glass can be made transparent and flat, or into other shapes and colors as shown in this sphere from the Verrerie of Brehat in Brittany. Glass is a uniform material of arguable phase (where the word "phase" is used to describe either a gas, liquid, or solid), usually produced when the viscous molten material cools very rapidly to below its glass transition temperature, without sufficient time for a
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regular crystal lattice to form. The most familiar form of glass is the silica-based material used for household objects such as light bulbs and windows. Glass is a biologically inactive material that can be formed into smooth and impervious surfaces. Under tension, glass is brittle and will break into sharp shards. Under compression, pure glass can withstand a great amount of force. The properties of glass can be modified or changed with the addition of other compounds or heat treatment.

Most glasses contains about 7072 % by weight of silicon dioxide (SiO2). The most common form of glass is soda-lime glass, which contains nearly 30 % sodium and calcium oxides or carbonates. Pyrex is borosilicate glass containing about 10 % boric oxide. Lead crystal is a form of lead glass that contains no less than 24 % lead oxide.

The major raw material of glass is sand (or "quartz sand") that contains almost 100 % of crystalline silica in the form of quartz. Although it is almost pure quartz, it may still contain a small amount (less than 1 %) of iron oxides that would color the glass, so this sand is usually depleted before production to reduce the iron oxide amount to less than 0.05 %. Large natural single crystals of quartz are pure silicon dioxide, and upon crushing are used for high quality specialty glasses. Synthetic amorphous silica, an almost 100 % pure form of quartz, is the raw material for the most expensive specialty

HISTORY OF THE GLASS

Phoenicia and Egypt:

A piece of Obsidian Naturally occurring glass, such as obsidian, has been used since the stone age. According to Pliny the Elder, the Phoenicians made the first glass: The tradition is that a merchant ship laden with nitrum (soda and potash) being moored at this place, the merchants were preparing their meal on the beach, and not having stones to prop up their pots, they used lumps of nitrum from the ship, which fused and mixed with the sands of the shore, and there flowed streams of a new translucent liquid, and thus was the origin of glass.
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That the Phoenicians used glass as a glaze for pottery was known as early as 3000 BC. However, there is archaeological evidence to support the claim that the first glass was made in Mesopotamia. Glass beads, seals, and architectural decorations date from around 2500 BC. Glass was also discovered by Native Americans during the same time period. The color of natural glass is green to bluish green. This color is caused by naturally occurring iron impurities in the sand. Common glass today usually has a slight green or blue tint, arising from these same impurities. Glassmakers learned to make colored glass by adding metallic compounds and mineral oxides to produce brilliant hues of red, green, and blue; the colors of gemstones. When gemcutters learned to cut glass, they found clear glass was an excellent refractor of light. The earliest known beads from Egypt were made during the New Kingdom around 1500 BC and were produced in a variety of colors. They were made by winding molten glass around a metal bar and were highly prized as a trading commodity, especially blue beads, which were believed to have magical powers.

Core-formed amphoriskos (17 cm / 6.7 in tall) 1st century BC, Cyprus The Egyptians also made small jars and bottles using the coreformed method. Glass threads were wound around a bag of sand tied to a rod. The glass was continually reheated to fuse the threads
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together. The glass-covered sand bag was kept in motion until the required shape and thickness was achieved. The rod was allowed to cool, then finally the bag was punctured and the rod removed. The Egyptians also created the first colored glass rods which they used to create colorful beads and decorations. They also worked with cast glass, which was produced by pouring molten glass into a mold, much like iron and the more modern crucible steel. By the 5th century BC this technology had spread to Greece and beyond. In the first century BC there were many glass centres located around the Mediterranean. Around this time, at the eastern end of the Mediterranean, glass blowing, both free-blowing and mouldblowing, was discovered.

Romans

Roman Glass Beaker from the 4th Century A.D.

Roman Glass The Roman Empire developed many new techniques for the creation of glass. Through conquest and trade, the use of glass objects and the techniques used for producing them were spread as far as Scandinavia, the British Isles and China. This spreading of
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technology resulted in glass artists congregating in areas such as Alexandria in Egypt where the famous Portland Vase was created, the Rhine Valley where Bohemian glass was developed and to Byzantium where glass designs became very ornate and where processes such as enamelling, staining and gilding were developed. At this time many glass objects, such as seals, windows, pipes, and vases were manufactured. Window glass was commonly used during the 1st century BC. Examples found in Karanis, Egypt were translucent and very thick. After the fall of the Empire, the Emperor Constantine moved to Byzantium where the use of glass continued. However, in the rest of the Empire, the use of glass declined and many techniques were forgotten. The production of glass did not completely stop, it was used throughout the Anglo-Saxon period in Britain. But it did not become common again in the West until its resurgence in the 7th century.

Europe

A 16th Century Stained Glass Window Glass objects from the 7th and 8th centuries have been found on the island of Torcello near Venice. These form an important link between Roman times and the later importance of that city in the production of the material. Around 1000 AD, an important technical breakthrough was made in Northern Europe when soda glass, produced from white pebbles and burnt vegetation was replaced by glass made from a much more readily available material: potash obtained from wood ashes. From this point on, northern glass differed significantly from that made in the Mediterranean area, where soda remained in common use. The 11th century saw the emergence in Germany of new ways of making sheet glass by blowing spheres. The spheres were swung out to form cylinders and then cut while still hot, after which the sheets
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were flattened. This technique was perfected in 13th century Venice. The 11th century also saw the emergence of glass mirrors in Islamic Spain. Until the 12th century, stained glass, glass with metallic and other impurities for coloring, was not widely used. The Crown glass process was used up to the mid-1800s. In this process, the glassblower would spin approximately 9 pounds (4 kg) of molten glass at the end of a rod until it flattened into a disk approximately 5 feet (1.5 m) in diameter. The disk would then be cut into panes. Venetian glass was highly prized between the 10th and 14th centuries. Around 1688, a process for casting glass was developed, which led to its becoming a much more commonly used material. The invention of the glass pressing machine in 1827 allowed the mass production of inexpensive glass products. The cylinder method of creating flat glass was first used in the United States of America in the 1820s. It was used to commercially produce windows. This and other types of hand-blown sheet glass was replaced in the 20th century by rolled plate glass.

Glass in buildings Glass has been used in buildings since the 11th century. Uses for glass in buildings include as a transparent material for windows, as internal glazed partitions and as architectural features. It is also possible to use glass as a structural material, for example in beams and columns as well as in the form of "fins" for wind reinforcement, which are visible in many glass frontages like large shop windows. Safe load capacity is however limited as although glass has a high theoretical yield stress, it is very susceptible to brittle (sudden) failure, and has a tendency to shatter due to localized impact. This particularly limits its use in columns as there is a risk of vehicles or other heavy objects colliding with and shattering the structural element. One well known example of a structure made entirely from glass is the northern entrance to Buchanan Street subway station in Glasgow. Glass in buildings can be of a safety type, including wired, toughened and laminated glasses. Glass fibre insulation is common
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in roofs and walls. Foamed glass, made from waste glass, can be used as lightweight, closed-cell insulation. As insulation, glass (e.g. fiberglass) is also used. Coming in long, fluffy-looking sheet, it is commonly found in homes. fiberglass insulation is used particularly in attics - this is given an R-rating, denoting the insulating ability.

Calculation of glass properties Glass properties can be calculated through statistical analysis of glass databases such as SciGlass and Interglad. If the desired glass property is not related to crystallization (e.g., liquidus temperature) or phase separation linear regression can be applied using common polynomial functions up to the third degree. Below is an example equation of the second degree. The C-values are the glass component concentrations like Na2O or CaO in percent or other fractions, the bvalues are coefficients, and n is the total number of glass components. The glass main component silica (SiO2) is excluded in the equation below because of over-parametrization due to the constraint that all components sum up to 100%. Many terms in the equation below can be neglected based on correlation and significance analysis.

The liquidus temperature has been modeled using neural networks regression in the following article: C. Dreyfus, G. Dreyfus: "A machine learning approach to the estimation of the liquidus temperature of glass-forming oxide blends"; It is often required to optimize several glass properties simultaneously, including production costs. This can be performed in a spreadsheet as follows: 1. Listing of the desired properties; 2. Entering of models for the reliable calculation of properties based on the glass composition, including a formula for estimating the production costs;
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3. Calculation of the squares of the differences (errors) between desired and calculated properties; 4. Reduction of the sum of square errors using the Solver option in Microsoft Excel with the glass components as variables. It is possible to weight the desired properties differently. Basic information about the principle can be found in the article

GLASS MANUFACTURERS:
Asahi India Safety Glass - Tempered, windscreens and auto safety glass Excel Glasses - Manufacturer of soda lime and flint glass ware Garg Lab Glass - Industrial glassware manufacturer Glass Fiber Textile - Fibre glass cloth manufacturer Gujarat Glass - Manufacturer of glass bottles & containers Hindusthan National Glass - Glass manufacturer Jain Scientific Glass Works - Manufacturer of scientific, laboratory & industrial glassware Janta Glass Works - Supplier of empty glass bottles, jars & containers Jeet Glass - Bullet proff and insulated glass Jindal Art Glass - Glass panels, lamps and security doors dealer Magnum Glass Works - Laboratory & industrial glassware Malhotra Scientific Glass Works - Laboratory glass apparatus & graduated glassware Saint-Gobain Vetrotex - Glass fiber reinforcements for composites, Cem-FIL, filaments & textiles yarn Scam Lab Glass - Laboratory glassware fabrication Tensil Glass - Laboratory glassware manufacturer Uniglass Industries - Glass tempering services Vensil Laboratory Glassware - Laboratory glassware & plasticware

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QUESTIONNARE:
1. PERSONEL DETAILS NAME: SHOP NAME: ADDRESS: PHONE:

HOW MANY YEARS YOU HAVE BEEN ASSOCIATED WITH GLASS BUSINESS

Last 10-15 years

2. WHAT TYPES OF GLASS YOU SELL IN YOUR SHOP?

CLEAR TINTED GLASS

MIRROR FIGURED GLASS/ PIN HEAD

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15%

40% 20%

Clear Mirror Tinted Figured

25%

3. WHAT ARE THE BRANDS THAT ARE AVAILABLE IN GLASS MARKET?

SAINT-GOBAIN MODI/GGL FLOAT/AIS THRIVANI BOROSIL

ASHAI

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12% 16%

24% Saint Gobain Modi Ashai Float Thrivani Borosil 30%

18%

4. WHAT ARE THE BRANDS YOU SELL IN YOUR SHOP?

SAINT-GOBAIN ASHAI FLOT/ASI BOROSIL

MODI GLASS THRIVANI

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35% 30% 25% 20% 15% 10% 5% 0% Saint Gobain 24%

30%

18%

16% 12%

Modi

Ashai Float

Thriv ani

Borosil

5. YOUR CUSTOMER ASKS THE GLASS BY BRAND NAME?

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35% YES NO 65%

6. IF YES WHICH BRAND IS A POPULAR CHOICE 20

 SAINT-GOBAIN ASHAI FLOT/ASI BOROSIL

35% 30% 25% 20% 15% 10% 5% 0%
od i Sa in tG ob ai n

MODI GLASS THRIVANI

30%

33%

15% 10%

12%

Series1

As ha i

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Th r iv

Bo ro sil

Fl

oa t

an i

7. BRAND CHOICE OF YOUR CUSTOMER FOR THE FOLLOWING PRODUCTS CLEARTHINE (2.5mmTO6mm) CLEARTHIKE (8mmTO12mm) TINTEDGLASS/DESIGN GLASS MIRROR REFLECTIVE 10% 20% 15% 30% 25%

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8. BY WHOSE SUGGESTION PEOPLE ASK BRAND NAMES? CARPENTER ARCHITECT FABRICATOR BUILDER MEDIA/ADVERTISING

10% 32% Carpenter Architect Builder Fabricator 15% 25% Media

18%

9. WHAT IS YOUR REFLECTIVE GLASS SALES PER MONTH 1.5IN TONNES 10. WHAT COLOURS ARE SOLD IN BRANDED REFLECTIVE GLASS?
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COLOUR Light Gold Bronze Blue Green

THICK NESS 4-5-6 mm 4-5-6 mm 4-5-6 mm 4-5-6 mm

11. WHAT COLOURS ARE SOLD IN IMPORTED REFLECTIVE GLASS? COLOUR Grey Parsol gold Bronze Light Gold THICK NESS 4-5-6 mm 4-5-6 mm 4-5-6 mm 4.5 mm

12. DO YOU PURCHASE DIRECTLY FROM COMPANY?

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25% YES NO 75%

13. IF NOT, FROM WHOM DO YOU PURCHASE GLASS. 25

40% Saint Gobain 60% Others

14. HOW MANY CUSTOMERS INSIST ON A BRAND NAME BASED ON TV COMMERCIAL. A.) 25/50 dealers said most of them

15. WHAT ARE THE ADVERTISEMENTS OF GLASS YOU HAVE SEEN PRODUCT CLEAR GLASS MIRROR REFLECTIVE COMPANY SAINT GOBAIN MODI ASAHI FLOAT
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CHANNEL G TV HBO ESPN

16. WHAT IS THE PREFERABLE LOCAL CHANNEL FOR THE ADVERTISING 1. NEWS CHANNELS 2. SUN NETWORK

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17. ADVERTISEMENT FEED BACK CLEAR GLASS ADDS

* HA

ADD

HAVE YOU SEEN THIS ADD?

70% 60% 50% 40% 30% 20% 10% 0%

65%

35%

YES

NO

WHAT YOU PURSUED FROM THE ADD?

Its very clear

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* RESTAURANT ADD
HAVE YOU SEEN THIS ADD?

60% 60% 50% 40% 40% 30% 20% 10% 0% YES NO

WHAT YOU PURSUED FROM THE ADD?

Its effective add and entertaining

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ENTRANCE DOOR ADD

HAVE YOU SEEN THIS ADD?

70% 70% 60% 50% 40% 30% 20% 10% 0% YES NO 30%

WHAT DO YOU PURSUED FROM THE ADD?

The glass is not visible

KID DRAWING ADD

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HAVE YOU SEEN THIS ADD?

70% 60% 50% 40% 30% 20% 10% 0%

63%

37%

YES

NO

WHAT YOU PURSUED FROM THE ADD?

The boy showing a glass here which is not visible to the viewers?

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18.

REFLECTIVE GLASS
CRABE ADD HAVE YOU SEEN THIS ADD?

80% 70% 60% 50% 40% 30% 20% 10% 0%

74%

Series1 26%

YES

NO

WHAT YOU PURSUED FROM THE ADD?

Enjoyed by all & reflects heat and make the portion cool and one side transparent

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BAY WATCH ADD

HAVE YOU SEEN THIS ADD?

80% 70% 60% 50% 40% 30% 20% 10% 0%

72%

28%

Series1

YES

NO

WHAT YOU PURSUED FROM THE ADD?

Every one is enjoying & reflects heat and makes the portion cool and one side transparent

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19.

MIRROR GLASS
BOY TOILET
HAVE YOU SEEN THIS ADD?

70% 60% 50% 40% 30% 20% 10% 0%

64%

36% Series1

YES

NO

WHAT YOU PURSUED FROM THE ADD?

As clear as original look

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MUSEUM ADD
HAVE YOU SEEN THIS ADD?

60% 50% 40% 30% 20% 10% 0%

58%

42%

Series1

YES

NO

WHAT YOU PURSUED FROM THE ADD?

It is very useful for all. As clear as original look

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SUPER MARKET ADD

HAVE YOU SEEN THIS ADD?

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

82%

S eries 1 18%

YES

NO

WHAT YOU PURSUED FROM THE ADD?

Glass is very clear so in situations like this it may be dangerous

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RANK THE FOLLOWING MEDIA

TV ADVERTISING 1 2 3 4 5

PRINT MEDIA (NEWS PAPER) 1 2 3 4 5

OUT DOOR / HORDINGS 1 2 3 4

DANGLERS/BANNERS/POSTERS/POP 1 2 3 4 5

INTERNET /CALL CENTER 1 2 3 4 5

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BUDGET ANALYSIS OF SAINT-GOBAIN

Saint-Gobain spending 10crores for advertising and media efficiency in media and print-media point of purchase in India per annum. 50% - Media advertising. 30% - Print-media. 20% - Point of purchase.

20% M edia 50% 30% P rint-m edia P OP

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BRAND EQUITY AND MEDIA EFFICIENCY OF THE SAINT-GOBAIN

Customer perceived quality Brand loyalty Brand awareness Media Efficiency

Customer perceived quality: According to the survey done by our group, 70% of the customers surveyed fall in good and very good category where as 30% of the customers fall in fair and poor category in terms of service quality provide by Saint-Gobain to its customers. This means Saint-Gobain has not been able to serve their customers up to the international standards since 30% of the customers feel the services are not up to the mark. Saint-Gobain as a brand is still perceived favorably by the customers but in order to make the brand Saint-Gobain more strong and powerful it needs to improve upon its brand equity. And if it does it, it may become the most favored brand among the customers. Brand loyalty: The survey done by our group reveals that a large chunk of customers (65%) have recommended the brand Saint-Gobain to others and another 82% of them would definitely recommend others. This reflects that the customers were loyal and indifferent towards
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the brand. Some of the customers surveyed had intense loyalty towards the brand. Therefore, we could inter from the above that brand Saint- Gobain enjoys customer loyalty to the highest levels. This means SaintGobain as a single brand is very strong in the views of its customers which would help saint-Gobain in building its brand very strong. Brand Awareness: The brand Saint-Gobain was successful at building awareness. According to the survey conducted on the customers by our group, all of them were aware of the brand Saint-Gobain. And the customers to whom Saint-Gobain was referred and recommended also knew about brand Saint-Gobain. They had positive approach towards the brand Saint-Gobain. The brand recall was also very strong among the customers of saint. Saint-Gobain is able to maintain the brand recall approximately the same as its competitors most of which had been supported by the advertising activities that has been undertaken by them. Brand communication is a long-term exercise that has to be carried out with a great degree of regularity and consistency. With the efforts that Saint-Gobain has put behind the brand in the last two to three years, they have derived good mileage. Brand research shows that Saint-Gobain now has an unaided brand recall with 1/5th of our targeted audience and is now in the consideration set of most investors. Media Efficiency: The company is using only few Medias such as visual media, print media, and point of purchase as the sources according to the customer survey visual media and print media are placed 1&2nd So the saint gobain has been using effective Medias for their promotion.

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SUGGESTIONS: Saint-Gobain mostly preferring for advertising like Media and PrintMedia and internet & call centers. But according to customer opinion like TV commercials are very popular (increase advertising many channels). Glass Company should concentrate more in reflective glass because of Growing infrastructure expenditure. As now a days builders prefer colour glass for construction. So therefore Increase variety in colours in reflective glass. Company to increase their on desk champions to increase the retile business.

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RESEARCH METHODOLOGY:
The methodology adopted to conduct the research (primary and secondary) for this study is as follows: Primary Research Work: 1. Initial step was to have an extensive discussion with the SAINTGOBAIN management regarding the strategies that they follow in order to build and maintain their brand in the market. 2. Based on the discussions, customer satisfaction survey Questionnaires were designed in order to carry out the surveys. 3. Questions regarding the brand equity among the customers and Media efficiency towards the brand were asked from the dealers of Saint-Gobain. 4. After the surveys were conducted, the results of the same were analyzed and interpreted which can be seen in the latter part of this project report. Secondary Research work: 1. This entailed collection of available data and information

2. The primary sources of this data was Saint-Gobain office located at Hyderabad. 3. The other source was the companys website, i.e.,

4. The material collected included in-house and external promotional material, along with the companys annual report, basic policy documents etc.

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REFERENCES: www.saint-gobin.com www.google.com www.wikipedia.com Company brochures

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