25-08-2017, 09:32 PM
A PROJECT REPORT ON Innovation in advertising
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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 it’s 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.
ABOUT THE COMPANY
SAINT-GOBAIN CREATES HISTORY:
In 1917, when French Prime Minister Clemenceau was saved from an assassin’s 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-Gobain’s 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 history, enviable tradition and commitment to continuous innovation, Saint-Gobain continues to redefine the standards of glass making, time and again.
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 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.