PRESTIGE INSTITUTE OF MANAGEMENT

& RESEARCH

CASE STUDY ON WAVIN INDIA LIMITED

OF
Advertisement, Sales Promotion, And Public Relation

SUBMITTED TO:- SUBMITTED BY:-

Prof. Pragya Keshari Kushal Narang
MBA(MM)III SEM.
 SUMMARY
• Wavin India limited had to make a decision of
selection of a advertising agency , for the first
time, to improve it’s corporate image in madras.
• They were also aware that the advertising budget
during the first year of advertisement ,i.e. 1978,
could be rather small of the order of Rs. 2-3
lakhs.
• The company had no earlier experience of using
ad. Agency.
• They invite four advertising agencies to make
presentation.
 CONTD…

• They make presentation in different style as:

(1) First agency made the presentation at its office
to portray new image before the management of
Wavin.
(2) Second agency ,head office in Bombay, sent
one person to the office of Wavin for discussion
and presentation.
(3) Third agency made the presentation at the office
of Wavin and it had also head office at Bombay.
 CONTD…
(4) The forth agency make a presentation in the
form what a potential client might want.
Following were the major planks of its
presentation:-
 Agency make a presentation in the financial discipline
as Wavin want.
 It has also self sufficient office at Madras with creative,
research, media, planning and production capabilities.
 It also show its achievement not only through gaining
new accounts but also having increased billing from its
existing clients.
 CONTD…
• The manager talked about the business pitch of the agency ,
particularly of its Madras office. He also pointed out the strong
emphasis the company placed on its personnel, as they were the
major assets of an advertising agency.
• It was pointed that the agency would require a lot of information
from the client for developing advertising strategy and taking
relevant decision. A copy of this checklist is given in the
appendix.
• The presentation was mainly for advertise industrial products
and projecting corporate image and the presentation took over
an hour.
• After analyze all the presentation the managing director favored
the appointment of the fourth advertising agency.
.
ANS.1:-
I will also consider the past record of agency ,besides their
presentations , and shortlist accordingly. I will collect the
information from various newspapers , internet , their own
website , their existing clients , magazines and so on.
Criteria for this case:-
1) It should have ability to understand company’s advertising
objective and make advertisements accordingly to achieve it.
2) It should be economical.
3) It should have good past record.
4) Agency must have good relationship with their existing
clients.
ANS.2:-
• Firstly I want to know their advertising objective and their
budget allocated to it.
• Then after, I will make my presentation and tell them how can
achieve their advertising objective. Apart from this , I will also
tell them about the market standing/achievements of the agency
in Madras.

ANS.3:-
The decision of wavin india limited is good as they select the
fourth agency . This agency is also focus on financial budget of
the company . It has ability to make ad creative and capability of
media planning, research and production . It also focusing on its
existing clients . The major consideration is that ad agency
should have convincing power to convince the customer by
making attractive advertisements.
THANKS
?