SUMMER INTERNSHIP PROJECT

ON

“A STUDY ON THE SALES PROCESS (TASK PERSPECTIVE) OF

MARKETING & ADVERTISING”
AT
MINDSCAPES ENHANCES COMMUNICATION PVT. LTD”
Submitted in partial fulfilment of the requirements for the degree of

Post Graduate Diploma in Management

(MARKETING & FINANCE)

TO

Ignited Minds Society’s

MULSHI INSTITUTE OF BUSINESS MANAGEMENT(MIBM),
PUNE – 412108
BATCH 2020-22
Project Guide: Company Guide:
Prof. Navin Verma Mr.

Submitted by
Mr. Shivam Srivastav
Roll No. – M20201511

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Certificate of Completion (By Organization)

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 DECLARATION

I Palak Bubna undersigned a student of ISB&M, PGDM 3rd semester, declare that summerinternship
project titled “Assigned to an innovation project of Brand SURF EXCEL MATIC LIQUID as a part
of customer awareness program” is a result of my/our own workand my/our indebtedness to other
work publications, references, if any, have been duly acknowledged. If I/we are found guilty of
copying any other report or published information and showing as my/our original work, I understand
that I/we shall be liable and punishable by Institute or University, which may include ‘Fail’ in
examination, ‘Repeat study & re-submission of the report’ or any other punishment that Institute or
University may decide.

Name of Student: PALAK BUBNA

Enrolment Number: M20201511

Signature: PALAK BUBNA

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 ACKNOWLEDGEMENT

I am indebted to many people who helped me accomplish this project successfully.

Firstly, I would like to thank Dr. Pramod Kumar President at ISB&M & Placement Cell of ISB&M
for giving me an opportunity to execute my internship. I thank Prof. Navin Verma, for their kind
support.

I wish to take this opportunity to express my gratitude to thank Ranadeb Paul (Founder & Director
of Mindscape Enhance Communication Pvt. Ltd) and Deepti Bajpai (Director of Mindscape Enhance
Communication Pvt. Ltd) for their invaluable guidance throughout my project. I sincerely thank
Mindscape Enhance Communication Pvt. Ltd for providing me with an opportunity to work in the
Marketing Management department to get an insightabout the advertising industry in India. I thank
the entire team at Mindscape Enhance Communication Pvt. Ltd for their support and guidance.

I thank my mentor Prof. NAVIN VERMA, for his support and guidance during the course of my
research. I remember him with much gratitude for his patience and motivation.

I also thank my parents for their blessings and constant support, without which this projectwould not
have seen the light of day.

PALAK BUBNA
M20201511

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 EXCECUTIVE SUMMARY

Mindscape Enhance Communication Pvt. Ltd is dedicated storytelling agency which aims to use the
power of story to create unforgettable marketing for its clients. In order to createquality work, an
agency needs quality clients who share the exact vision. Hence, it is important to find the right client.

The report aims to study and analysis the process of client acquisition in an advertising agency. Apart
from the above objective the study also aims to figure out the several functions of client acquisition
as well as the process of designing campaign ideas for clients.

As a part of customer awareness program (SURF EXCEL MATIC LIQUID) selling process has been
used as a methodology to study and implement the sales process at Mindscapes Enhance
Communication Pvt. Ltd. In a B2B context, provides the right framework and structure to evaluate
the sales process.

The process also helps to define the target market and identify the prospective leads. Its flexibility
also enables to make the necessary changes if required midway through.

In a competitive marketplace where business is carried to satisfy customer, customer satisfaction is

seen as a key differentiator and increasingly has become a key element of business strategy. Customer
satisfaction or state of satisfaction will vary from person to person and products/services to
product/services. The state of satisfaction depends on a number of both psychological and physical
variables which correlate with satisfaction behaviors such as return and recommend rate. The levels
of satisfaction also very depend on other factors, such as other competitive product against which the
customer can comparethe organization’s products. The enormous retail boom in India has given space
to many companies who have mushroomed out to benefit from this retail boom, which is nothing but
a structured format of the unorganized retail business which is being done in India fromages. Many
stores have come up with exquisite interiors, state of the art infrastructure and the best possible
products or services to the customer which has led to the growth of mall culture in India. The stores
try and attract customer by providing them with such service and plethora of options in products and
services in different categories so that they can retain customers for long and make them loyal towards
their retail stores.

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Customer can either be subjective or objective, testing the persuasiveness of brand name, retail selling
the product also play an important role in swaying the decisions of consumers.Consumer may choose
particular product/brands not only because these products can be used to express customers’
personality, social status or affiliation or to fulfil their intimal psychological needs, such as the need
for change or newness.

Consumer behavior refers to the mental and emotional process and the observable behavior of
consumer during searching, purchasing and post consumption of a product or service. Consumer
behavior involves study of how people buy what they buy and why they buy. Itblends the elements
from psychology, sociology, and economics. It also tries to assess theinfluence on the consumer from
groups such as family, friends, reference groups and society in general.

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 TABLE OF CONTENTS
S. No. Topic Page No.

1 INDUSTRY OVERVIEW 8-9

2 Company Overview 10-11

3 Review of Literature 12-14

4 INTRODUCTION 15

5 16-17
Objectives

6 Methodology 18

7 Learning of the Project 19-21

8 Findings of the Project 22

9 Suggestions & Recommendations 23

10 Conclusion 24

11 Bibliography 25

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 INDUSTRY OVERVIEW
INTRODUCTION
The Indian advertising and marketing enterprise have evolved from being a small-scale enterprise to
a full-fledged enterprise. The advertising and marketing industry is projected to be the second-
quickest-growing advertising marketplace in Asia after China. It is estimated that by way of 2018,
the percentage of advert spend in India’s Gross Domestic Product (GDP) will be around 0.45
percentage.

The Indian authorities have given notable aid to the advertising and advertising enterprise.Advertising
expenditure is likely to increase inside the economic sector, driven by using Reserve Bank of India
(RBI) rules which can bring about extra favourable business surroundings. Also, proposed licenses
for new banks and higher marketplace sentiments render the marketing and advertising and marketing
industry in India a fertile space.

MARKET SIZE
Print contributes a huge portion to the full advertising revenue, accounting for nearly forty- one.2
percentage, whereas TV contributes 38.2 percentages, and digital contributes 11 percentages of the
total sales. Outdoor, Radio, and Cinema make up the balance 10 percentage.

India’s digital commercial marketplace is anticipated to develop at a compound annual boom charge
(CAGR) of 33.5 per cent to go the Rs 25,500 core (US$ three. Eight billion)mark by way of 2020.

The Internet's share in total advertising revenue is anticipated to grow twofold from eight per cent in
2013 to 16 per cent in 2018. Online advertising, which was estimated at Rs 2,900 core (US$ 435
million) in 2013, could jump threefold to Rs 10,000 core (US$ 1.5 billion) in five years, increasing
at a compound annual rate of 28 per cent.

Mindscapes Enhance Communications Private Limited is a Non-govt company,incorporated on 16

Jun, 2011. It's a private unlisted company and is classified as’ companylimited by shares.

Company's authorized capital stands at Rs 1.0 lakhs and has 100.0% paid-up capital whichis Rs 1.0
lakhs. Mindscapes Enhance Communications Private Limited last annual general meet (AGM)
happened on 15 Jun, 2017. The company last updated its financials on 31 Mar, 2017 as per Ministry
of Corporate Affairs (MCA).

Mindscapes Enhance Communications Private Limited is majorly in Business Services business from
last 9 years and currently, company operations are active.

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Company is registered in Bangalore (Karnataka) Registrar Office. Mindscapes Enhance
Communications Private Limited registered address is No 204, Money Chambers No 6, KH Road,
Bangalore KA 560027 IN

Mindscapes Enhance Communications Private Limited is a multi-discipline brand marketing& brand

experience consultancy - moderate in brick-and-mortar structure yet huge on ideasand delivery. With
varied experience in brand marketing, media planning & buying, brand activation, creating, owning
and managing events, celebrity & fashion events management,and the team behind the company are
accomplished and well-known professionals in the industry. Headquartered in Bangalore, the
company has presence & operations across the country in all key regions & markets.

Industry: Marketing & Advertising

Company size: 2-10 employees

Headquarters: BANGALORE, Karnataka

Type: Privately Held

Specialties: Brand Marketing, Brand Strategy, Brand Experience, Brand Activation, Consumer
Connect, Out-of-Home Advertising, Events Management, In-Cine Advertising, Media Planning &
Buying, Retail Branding, Content Management, Research & Analytics,and BTL

Major Players
• Media 360 degree
• Popular Advertisers
• Ripple Media
• Khushi Advertising

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❖ COMPANY OVERVIEW
Legacy & Milestones:
• Mindscapes remained the first Indian OOH specialist agency to manage a ‘Global Campaign
through out-of- Home Media’ as we had launched the ‘Incredible India’Campaign in 6 countries
worldwide for Ministry of Tourism, Gov. of India, in collaboration with Grey Worldwide India.
• Mindscapes managed the India launch campaigns (OOH Duties) for Global Brands like Tommy
Hilfiger, Nautical, Suzuki Motorcycles, and Haier etc.
• Mindscapes owned, conceptualized and organized ‘Kolkata Fashion Week’ to
change the fashion scenario in Eastern India forever.
• The sister concern, Mindscapes Maestros have remained Brand Consultants and managers for
Celebrities like MS. Dhoni, Mr. John Abraham, Ms. Neha Dhupia, Mr.Gautam Gambhir and the
likes to manage their endorsements and off-the field activities.
• Conceptualized and managed proprietary and award-winning brand properties
like “The Red Bus Crew” for redBus.in (an ibibo Group Company)
Offerings:
• Connected Platform - At the very core of our service offering lies the objective to create a
connected consumer platform.

• Integration - Together with a clear integration of Out-of-Home + Retail Marketing + Brand

Activation & Experiential Marketing + Data & Analytics + Content.

• Technology - Embracing technology and integration that it has to offer at the center of
innovation in OOH, retail & activation spaces remain our focus area.

• Content & Ideation - Creative advisory, ideation & content development specific to experiential
marketing, consumer engagement & retail branding are where we invest our resources

SERVICES:

• Out-of-Home - Roadside, Transit, in-mall media planning, buying & innovations.

• Retail Branding, Shopper-connect,
• Brand Activation, Experiential Marketing, Consumer Engagement
• Cinema Advertising, In-film branding
• Specialized Prints, Creative Consultancy, Content Development, Ideation specific to
experiential & retail.

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SPECIALITY VERTICALS:

• Shopper Marketing, Retail & In-store Branding, Display & Merchandising:

We understand retail marketing intimately with its behavior and the nuances of diverseIndian
market formats; addressing your retail & in-store branding requirements for identity, equity,
disruption, expansion, and engagement at retail, while carefully ensuring its impact on sales.
Our approach to retail design & merchandising is brand, product and market driven.

• Brand Activation, Experiential and Consumer Engagement, Special Builds:

We understand that integrated experience led engagement infused with technology,
innovation & creativity is the future of activating brand-consumer relationships. Our brand
activation team specializes in providing customized and measurable solutions to address
specific brand marketing objectives, creating meaningful conversations and enhancing ROI
on you spends.

• Integrated Data & Analytics on Consumer Behavior, Ideation & Content

Development to engage Consumers, Creative Advisory to Experiential &
Retail Branding:
The relevant consumer data collected and analyzed as well as a seamless integration ofthe
analyzed data can generate interactive smart visualizations to ideate and develop innovative
contents to do wonders in terms of reaching out to the right TG at the rightplace on the go.

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REVIEW OF LITERATURE

Rowley, 2001 Internet Advertising: It is a form of advertising that uses the Internet to attract
customers by delivering messages through websites or advertising banners on otherpopular websites
which leads online users to a company site. The company website must be well- organized, well-
designed and user-friendly in order to attract more target customers

Biswas, 2004 The research literature suggests that the prior knowledge of the product knowledge is
positively related to their perceived ability of information provided to them and negatively related to
prior product knowledge with those who have lower product knowledge

A McKinsey survey showed that companies are using digital tools from Web sites to wikisextensively
for customer service. Two-thirds use digital tools for product development and advertising online.
Most companies today don't integrate their online and offline marketingefforts with an increased trend
in the near future for companies to use online tools across the full spectrum of marketing activities

Bauer et al., (2006) have compared the services of online retail service vs. conventional, customary
& traditional retail services. They have identified that the online retail services are broken into two
rather distinct phases: the client interaction phase taking place online and the fulfilment phase taking
place offline. They also have suggested that web-website quality is a matter of delivering both hedonic
and utilitarian elements

(Goi 2009) and (Muala & Qurneh 2012) showed that clear communication to the target market is vital
for the success of any marketing program. This involves sales promotion, advertising, personal
selling, public relations and direct marketing.

CRM is a very strategic commercial enterprise device but nevertheless fluid in terms of definition.
Swift (2001, p.12) defined CRM as an "organization method to understanding and influencing
customer behavior via significant communications so one can enhance patron acquisition, consumer
retention, client loyalty and client profitability."

Parvatiyar and Sheth (2001, p.5) considered CRM as "a comprehensive strategy and process of
obtaining, retaining, and partnering with selective clients to create the superior price of the
corporation and the patron. It entails the mixing of advertising, income, customer support, and the
supply chain capabilities of the employer to acquire extra efficiencies and effectiveness in turning in

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customer cost."

Like all tools, the efficacy of CRM depends on the utilization. If it's far utilized in isolation,it may not
always supply the predicted consequences. Dubach et al. (1998) and Calhoun (2001) studied the main
reasons in the back of this and suggested that it can be because ofthe overkill of relationships for the
consumer.
In his article, Gordon (2001) factors out that at the same time as companies today do understand that
CRM is important to their enterprise, in maximum cases generation implementations which might be
commonly the backbone of the method, are fragmented. They lack strategic integration with the rest
of the business and carrier techniques of the business enterprise and for this reason cannot deliver the
full fee of the utility. This absenceof a strategic plan might be a large component in the widespread
dissatisfaction In CRM implementations’ efficacy. In many cases, the implementation is visible as a
tactical flow,now not strategic. In this kind of state of affairs, the CRM lacks an enterprise vision and
sowill now not be able to throw up enterprise benefits inside the medium or lengthy run. It isthe
combination of goals of the CRM applications applied with the business vision that works.

The system of CRM becomes once a dimensional concept. It has an element that allows it to be rather
aggregated combination of a large number of sub technique, but at the identicaltime, it is able to be
defined as a sub-system in itself. Srivastava et al. (1999) define CRM inside the first category – a
notably aggregated set of procedures that focus on building profitable and mutually useful
relationships with clients. Then the function of sub-methods starts off evolved and they are
approximate methods like prospect identification and purchaser expertise creation (Plakoyiannaki and
Tzokas, 2002; Reinartz et al., 2003).

In the academic circles, it has been accepted that if buyer- seller relationships are to thriveby virtue
of using a CRM, organizations need to continuously adapt their behavior and pushtowards satisfying
individual (Day, 1994; Peppers et al., 1999). When we say capability, we are actually referring to the
ability of a team of resources to perform some task or activity. It will not be wrong to say that, while
resources are the source of a firm's competence, its capabilities are the main source of its competitive
advantage. These capabilities are recreated due to complex, knowledge-based resources and is
difficult to imitate or purchase (Grant, 1991).

Deepthi Fernando et al. (2011) five, in a World Bank Policy Research Working Paper observes that,

13
with few exceptions, in particular in Asia, mutual funds grew explosively inmaximum nations around
the world all through the Nineties. Some of the vital findings of her study are-Legal beginnings are
appreciably correlated with mutual fund improvement. Equity price range is greater superior in
common regulation nations, even as the bond pricerange is more advanced in international locations
with civil regulation systems. Higher market returns and liquidity and lower volatility have also
contributed to the mutual fund boom.

Deepak Agrawal (2011)8 in his paper presents an outline of mutual fund interest in India. He also
analyses information at both the fund-manager and fund-investor stages. The 26 studies discovered
that the performance of the Mutual Fund Industry in India is stricken bythe saving and funding conduct
of the people on one hand and on the second one facet the self- assurance and loyalty of the fund
manager.
It is now clear that Top Management support is vital for the achievement of a CRM becausethe leaders
maintain the purse strings and therefore their authority in terms of expenditurehas given them the right
to drive expenditure wherein the fine returns take place. However, even as, modern structures are
thoroughly widely wide-spread in concept, insensible usage, the putting and tracking of overall
performance size structures normally conflict with the empowerment and motivation of key
employees. The powers vested in them make them the largest stakeholders in a funding of this nature
(Pinto and Slevin, 1987).

Leadership also performs a vital function in drafting the CRM method which can make ordestroy the
company’s CRM. Employee education and motivation are significant to tackle the problems
mentioned above. A big part of senior control support is arranging for employee education and
motivation is tremendous to address the problems discussed earlier(Bose, 2002).

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INTRODUCTION (PROJECT BACKGROUND)

Introduction to Topic: Building and maintaining brand awareness are one of the central themes of
research for marketers for a very long time Brand awareness can be conceptualized as the final
dimension of consumer brand resonance symbolizing with a brand. As brands gain exclusive, positive,
and prominent meaning in the minds of a large number of consumers, they become irresistible and
irreplaceable, and win the loyalty of the consumers. Brand awareness, in return, brings sales revenues,
market share, profitability to the firms, and help them grow or at least maintain themselves in the
marketplace Marketers have utilized various means to maintain the brand awareness to their
customers, including brand elements, classical marketing mix variables, and new methods of marketing
such as events, sponsorships, one-to-one marketing activities, Internet marketing and social media
marketing. The aim of this is to make the consumers aware about the SURF EXCEL MATIC LIQUID
and its advantages of using. More specifically identify the effect of marketing on creating brand
awareness whichchannel should be used for future communication, given that the concept is receiving
increasing attention from consumers.

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Objectives & Scope

The aims and Objective of the study: Today customers are facing a growing range of choice
in the different brands of products and services. They are making their choice on thebasis of awareness
of the brand and presence of the brand in the market.

The essence of this study is to research how aware people are about the product i.e. SURF EXCEL
MATIC LIQUID of Mangalore what are its advantages and what can be done to increase the brand
awareness of the company and also explore awareness dynamics basedon the demographics of the
respondents. On the other hand, trying to see the interest and preferences towards such product based
on the occupation.

The main objectives are as follows:

• To find out the awareness level for SURF EXCEL MATIC LIQUID
• To find out the brands with which SURF EXCEL MATIC LIQUID has to compete in the
market.
• To find out customer buying behavior for SURF EXCEL MATIC LIQUID
• To find out customer satisfaction with SURF EXCEL MATIC LIQUID
• To educate consumers how to use the product.
• To get the customer feedback regarding the product.

To find the awareness of the consumers about the product:

The primary objective of this study is to find out the brand awareness level that currently exists for
the Company in the market. Whether the people of Mangalore know of about this brand and its
advantages.

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❖ TASK CARRIED OUT

To approach the customer HUL COMPANY started a live project in MANGALORE. We were
told to download the app on the phone and login by the given credentials. After logging in we were
given the product which need to be promoted. From there weuse to go door to door and make the
consumers educate about the product, its uses, features and advantages of using SURF EXCEL
MATIC LIQUID. The product was promoted in those household where washing machines were
operated to wash clothes.To make the consumers know how to use the product we showed them
the demo usingthe demo kit. The customers who were satisfied with the product purchased it at a
discount. After the sale the details were fed on the app. The app used to record all the conversations
held between the promoter and the customer. It used to be a 10 min recording for the whole process
starting from introduction and ending with sale. The customers who didn’t showed interest their
call were submitted by entering N/A on thegiven field.

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❖ RESEARCH METHODOLOGY

RESEARCH OBJECTIVES:
Identifying the target audience: - The main objective of this internship is to identifythe target
audience for promoting the product. Mostly the target audience which we found out includes
middle class families and the bachelors living in flat.

Where to find the target audience: - The next objective is to know where we will getour target
audience. Usually, these target audience we found out in the residential areasor the apartments at
different locations. Most of the target audience I found inresidential areas backed by middle class.

How to reach them in most effective manner: - The next main task is to know that how we can
reach out to our target audience in the most effective manner so that we can get our responses and
at the same time people can get to know about the app and its features.

Competitor analysis: - The last main objective is to identify the competitors of this brand like
ARIEL COMPLETE MATIC AND ARIEL OXY BLU MATIC customers which would help
SURF EXCEL MATIC LIQUID to make different strategies to capture the market.

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 LEARNING OF THE PROJECT

6.1 Time Management: Time management skills include a variety of skills that will helpyou
manage your time well. Some of the most important time management skills include:
• Organization: Staying organized can help you maintain a clear picture of what you need to
complete and when. Being well-organized might mean maintaining an up-to- date calendar, being
able to locate certain documents easily, having a tidy environment and taking detailed, diligent
notes.
• Prioritization: Assessing each of your responsibilities for priority is key in being a good time
manager. There are many ways to prioritize what you need to accomplish. You might decide to
complete fast, simple items followed by longer, more involved ones. Alternatively, you might
prioritize your tasks starting with the most time- sensitive, or a combination of both.
• Goal-setting: is the first step to becoming a good time manager. Goal-setting allows you to
clearly understand your end goal and what exactly you need to prioritize to accomplish it. Setting
both short and long-term goals can lead to success in your career.
• Communication: Developing strong communication skills can allow you to make yourplans and
goals clear to people you work with. It also allows you to delegate, who lets you focus on
completing the most important, relevant tasks that align with your goals.
• Planning: A fundamental part of time management is planning. Being efficient in planning out
your day, meetings and how you will accomplish things will help you stick to your schedule.
• Delegation: Being a good time manager means only completing work that will help you and
your company accomplish goals. While this skill is most often done by managers, you can also
practice delegating tasks if you are managing a project. While it can often be difficult to say “no”
when someone asks you to do something at work, it is important to practice having boundaries
to manage your time well and ultimately accomplish your goals.
• Stress management: When practicing good time management, you should also be attentive to
your mental health. Handling stress in a positive way can help you stay motivated and perform
well when going through your schedule. You might do this by including small breaks throughout
your day, or by rewarding yourself in small waysas you accomplish tasks.

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6.2 Presentation Skills:
Making a presentation is a way of communicating your thoughts and ideas to an audience
andmany of our articles on communication are also relevant here:
• When and where will you deliver your presentation?
• Will it be in a setting you are familiar with, or somewhere new?
• Will the presentation be within a formal or less formal setting?
• Will the presentation be to a small group or a large crowd?
• Are you already familiar with the audience?
• What equipment and technology will be available to you and what will you beexpected to
use?
• Is the audience expecting to learn from you and your presentation?

The role of the presenter is to communicate with the audience and control the presentation.
Remember, though, that this may also include handing over the control to your audience,
especially if you want some kind of interaction.

6.3 Ability to handle Customer/ Clients:

• Helpful Attitude and Problem-Solving Skills with customer
• Excellent Two-Way Communication Skills
• Attentiveness and Patience
• Competence and Product or Service Knowledge
• Accountability
• First and foremost, listen
• Lower your voice.
• Respond as if all your customers are watching.
• Stay calm.
• Don't take it personally.
• Build rapport through empathy
• If you promise a call-back, call back!

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6.4 Ensure Customer Satisfaction and feedback:
• Develop Customer Service Communities
• Treat Customers like You Would Want to Be Treated
• Provide Multichannel Support
• Make Employee Satisfaction a Priority
• Encourage Agents to Take Ownership of Problems
• Turn Customer Survey Data into Action
• Figure Out What the Customer Really Wants
• Focus on Company Culture
• Stay Current on Customer Reviews
• Offer Proactive Customer Service
• Personalize
• Slash Wait Times
• Put a Social Media Plan in Place
• Rethink the Approach to Doing Business & Building Relationships
• Demonstrate Service Knowledge
• Benchmark Customer Satisfaction
• Set Clear Expectations and Exceed Them
• Study Complaints and Compliments
• Ask How Your Clients Would Like to be responded to
• Provide Additional Benefits
• Press Reset after Every Call
Ask for More Feedback

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FINDINGS OF THE PROJECT

• When people asked for awareness about Surf Excel new services many people
responded with “I’ve never heard of them”.

• When asked for awareness about Surf Excel new service some people responded with
“I’ve heard of them but never buy their services”.

• Advertising got the highest response when asked about what would encourage them to
buy Surf Excel. With some respondents who have never heard of the product asking for
more advertising.

• When asked “How often do you require the product?” maximum respondents were not
sure about it.

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 SUGGESTIONS & RECOMMENDATIONS:

Based on the responses for the study for the same, analyzing and understanding them properly
I would like to make the following suggestions and recommendations for SURF EXCEL
product to increase its product awareness.

• The awareness for the brand is lacking in middle and lower class family and the
company must immediately increase its marketing for this brand.
• People in Mangalore shows more interest towards local brand and are reluctant to buy
Surf Excel because of high price.
• A strategy to change this must be adopted, carrying out promotional activities at shops,
malls and home to home promotion must be carried out
• A large number of people are aware of and interested in Surf Excel but never tried it.
These have the most potential of being converted into consumers and to lure them
package deals must be introduced and for the more reluctant trial offers with limited
services should be introduced which can ease them into it.

The amount of money spent on the whole project i.e. Surf Excel should be increased so that
brand awareness could be increased, as because of the budget constraints many of the ideas
cannot be implemented.

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CONCLUSION

A survey done in Mangalore city with a large population of young working professionals have
a lot of potential for detergent brand like Surf Excel. HUL needs to focus on launching small
sachets so that lower class and middle class people can buy it.

HUL should launch Competitive advertising strategy for Mangalore city market so that they can
counter local players and can make good visibility of brand Surf Excel. According to me
Mindscape Enhance Pvt Ltd should also consult HUL to increase manpower for door to door
marketing as it will increase the visibility and lower & middle class people can choose surf excel
instead of other local players

The marketing strategy needs to be more innovative to increase the response from the Target
audience. The target audience has to be identified, because the response tells us exactly who are
the people actually interested in these services.

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 BIBLIOGRAPHY

• http://www.mindscapesindia.com/

• https://economictimes.indiatimes.com/company/mindscapes-enhance-
communications-private-limited-/U74900KA2011PTC059165

• https://in.linkedin.com/company/mindscapes-enhance-mec

• https://www.ibef.org/industry/advertising-marketing-india.aspx

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