A PROJECT ON

MAKING THE BRAND PLM (MARKET PRIORITIZATION & DEVELOPMENT OF PROMOTIONAL PLAN FOR PLM)

AT RK Swamy BBDO, Delhi Office 1

A REPORT ON

MAKING THE BRAND PLM

(MARKET PRIORITIZATION & DEVELOPMENT OF PROMOTIONAL PLAN FOR AT RK Swamy BBDO, Delhi Office
The report is submitted as partial fulfillment of the requirement of PGDM programme of ITM Business School, Siruseri, Chennai.

PLM)

By Aakash Chaudhary SR S2010PGDM18F038

July 2011

Certificate by SIP Organization (In SIP Company Letter head)

To whomsoever it May concern

This is to certify that ___________________ was with us from _____________ to ______________ as intern. He was maintaining 100% attendance and he has no dues. The report submitted by the candidate is of his original work.

Place: Date: _______________________ Signature of Company Guide

DECLARATION

I hereby declare that the project titled

MAKING THE BRAND PLM

(MARKET PRIORITIZATION & DEVELOPMENT OF PROMOTIONAL PLAN FOR AT RK Swamy BBDO, Delhi Office submitted to the ITM Chennai is
my original work and that it has not previously formed the basis for the award of any degree or diploma.

PLM)

Aakash Chaudhary

SRS 2010PGDM18F038 Date ITM Chennai 12/07/2011

ACKNOWLEDGEMENT
Every work accomplished is a pleasure- a sense of satisfaction. However a number of people always motivate , criticize and appreciate a work with their objectives, ideas and opinions, hence I would like to use this opportunity to thank all, who have directly or indirectly helped me to accomplish this project. I express my sincere thanks to Mr. Sujit Kumar |Sr.

DEVELOPMENT

STRATEGY

DIRECTOR,

SOCIAL^RURAL

DIRECTION| R K SWAMY BBDO, who has been a great inspiration and motivating factor throughout the Internship phase I also convey my sincere sense of obligation and thanks to the Director of ITM Chennai Dr. G. K Sharma for accepting my project. I also express my sincere thanks and obligation to PGP Chairman Dr. V S Kumar and Summer Internship Coordinator Prof. Sushil Kumar for providing this opportunity. I owe my deep sense of gratitude to respectful faculty guide Prof. RJT Nirmalraj for the encouragement and providing valuable guidance during the course of my project work.

I am thankful to entire staff of R K Swamy BBDO, New Delhi branch for their helpful guidance and support throughout the project duration. I also extend my thanks to all ITM faculty members and staff for their guidance and help.

TABLE OF CONTENT
EXECUTIVE SUMARY 7 INDIAN ADVERTISING AGENCIES A BRIEF KNOW ABOUT 8 History of Advertising in India 8 Current Scenario 9 Growth potential of Indian Advertising Industry 10 People working in Ad Agency 11 SYNOPSIS OF THE PROJECT 13 INTRODUCTION 16 BBDO 16 RK SWAMY BBDO 18 Social & Rural Directions 21 Above the Line & Below the Line Advertising 23

Product Lifecycle Management 24 Defining Siemens PLM 28 Competitive analysis of Siemens PLM 31 INTRODUCTION TO THE PRODUCT 34 Description of the Project 35 Objective of the Project 35 Need of the project 36 Scope of the Project 36 Limitations of the Project 37 Our Targets 36 RESEARCH DESIGN 42 Methodology Adopted 42 Abstract of the Work 44 Findings of the Research 46 Promotional Plans 52 Media 55 CONCLUSION 59 ANNEXURES 60 Questionnaire 60

Strategy

Creatives 66 REFERENCE & BIBLIOGRAPHY 68 GLOSSARY 69

EXECUTIVE SUMMARY

This study has been undertaken to understand the concept of New Product Development (NPD), Market Prioritization, Branding and work related to Advertising Agency. The project given to me was related to the launch of Siemens Product Lifecycle Management (PLM) software, where the company wants to create a workforce out of Engineering & Management graduates for the Industrial world.

The project is in its initial stages in India and therefore a lot of study has to be done to understand and create messages for the Target Groups, once the Target Groups are identified, there prioritization is done on basis of different factors.

In the later part of the study, a questionnaire is designed to study the behavior of student studying in Engineering & Management Institutes. This will help in better identification & understanding the psychology of the Students.

INDIAN ADVERTISING AGENCIES A BRIEF KNOW ABOUT HISTORY OF ADVERTISING AGENCIES IN INDIA
The First World War created conditions for the growth of some of the Indian consumer industries. After the war, new British investment followed. The need arose for specialized advertising services. The British India Corporation, a British firm in Kanpur, with a relatively wide range of consumer goods, set up Alliance Advertising Associates Limited. This was probably the first advertising agency in India to provide a wide variety of services. In 1922, Mr. L.A. Stronach, a senior artist of Alliance Advertising, left to start his own agency in

Bombay. Thus was born a new type of business enterprise in the service sector in India. The Indian advertising industry had a slow start and got its first boost during the Second World War. With the British personnel having to join the armed forces, opportunities opened up for Indians in this new talentintensive business. The launching of the First Five-Year Plan and more so the Second Five Year Plan, with the accent on rapid industrialization, gave an impetus to the growth of advertising agency business in India. By 1952 there were 109 advertising agencies in India with a total turnover of Rs 3.5 corer. By 1967, the number of advertising agencies had increased to 279 with a total turnover of Rs 35 crore. The Indian advertising industry has really come' into its own with the growing liberalization of the economy since the mid-eighties. According to the fourth agency report of the journal Advertising and Marketing, the Indian advertising industry grew by 36.5 per cent in 1992 -93, far outpacing the growth of Indian industry. What is significant, however, is that three of the top four advertising agencies in India continue to be subsidiaries of international advertising agenciesHindustan Thompson Associates and Lintas India being the first two, and Ogilvy & Mather being the fourth. What is more with the new interest of many national corporations in the Indian market, a large number of international advertising agencies have entered the Indian advertising industry in collaboration with leading Indian advertising agencies. This is the process of globalization of Indian

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advertising agency business. This is opening up new opportunities for Indian advertising to assume greater responsibility and serve everywhere in the world and gather experience of global marketing and advertising.

CURRENT SCENARIO
The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map. Indian advertising industry with an estimated value of rs 13, 200crore has made jaws drop and set eyeballs gazing with some astonishing pieces of work that it has given in the recent past. The creative minds that the Indian advertising industry incorporates have come up with some mind-boggling concepts and work that can be termed as masterpieces in the field of advertising. Advertising agencies in the country too have taken a leap. They have come a long way from being small and medium sized industries to becoming well known brands in the business. Mudra, Ogilvy and Mathew (O&M), Mccann Ericsonn, Rediffussion, RK Swamy BBDO are some of the top agencies of the country. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business

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opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well. The Indian advertising today handles both national and international projects. This is primarily because of the reason that the industry offers a host of functions to its clients that include everything from start to finish that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing, branding, and public relation services. Keeping in mind the current pace at which the Indian advertising industry is moving the industry is expected to witness a major boom in the times ahead. If the experts are to be believed then the industry in the coming times will form a major contribution to the GDP.

GROWTH POTENTIAL OF INDIAN ADVERTISING INDUSTRY

The Indian entertainment and media sector is one of the fastest growing sectors in the economy, and its segments have all witnessed tremendous double digit growth in the last few years According to a 2009 report jointly published by the Federation of Indian Chambers of Commerce and Industry (FICCI) and KPMG, the media and entertainment industry in India is likely to grow at ~13 % CAGR over 2009-13, touching US$ 20 billion by 2013 The key reasons favoring the rapid growth of the Indian entertainment and media sector are the demographic and economic factors buoying Indias development; with a majority of the population below the age of 35, and increasing disposable income in Indian households, the average spend on media and entertainment is likely to grow, according to the 2009 edition of PricewaterhouseCoopers report. In addition, advances in technology, increasing penetration of communication mediums, policy initiatives of the Indian government to increase FDI and the increased participation of private media companies have been the other key drivers of the industry.

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As per current estimates the television industry is projected to grow by 22%, filmed entertainment by 16%, radio by 18% and the Indian advertising industry 61% over the next 3 years. Given the lucrative prospects of this segment, international media giants are all vying for a stake in the segment. In addition to domestic growth, the growing popularity of Indian content in the world market and South Asia in particular, has encouraged Indian entertainment industry players to also venture abroad to tap this booming segment; according to a report by CII-AT Kearney, the share of international markets in total box office collections is estimated to increase from 8% in 2006 to 15% in 2010 Types of Advertising Agencies in India Full services Agencies Modular Agencies In-house Agencies Creative Boutique Mega Agencies Specialist Agencies

PEOPLE WORKING IN AN AD AGENCY

Accounts Executive: He is a link between a client and his staff. The marketing or advertising department of the client briefs him. He communicates this to the agency people. He reaches out to different clients for seeking new business. Even clients who want an agency' to work for them contact the accounts executive. This business development work makes it virtually a marketing manager of the agency. Copywriters: They are the wordsmiths who do the wording of an

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advertisement. advertisement.

They

contribute

to

the

theme

of

an

Visualizers: These are artists who put on paper what has been thought out by the copywriter. They in fact design the ad. Creative Director: He co-ordinates the copywriting and designing. He is a senior professional who is seasoned in an existing advertising agency set-up to take on this mantle. Production Department: Persons of diverse talents like printing technology, DTP, photography, typography etc. are involved here. Media Planner: He has to allocate the advertising budget amongst media. He has to select the appropriate media. He decides about the frequency, size and position of an advertisement. He decides about its publication date. He receives the tear-off copies from the media when the ad is published. He is guided by the media research, which he undertakes, or by research undertaken by an outside agency. Media is the most professionalized department of advertising agencies. Marketing Research: Modern agencies are integrated set-ups. They provide a

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range of marketing services. Research data become very useful as input to the creative process. The Media: Most of the media today sustain on advertising revenue. They sell space or time. While selling space or time, they have to convince the client about the reach of their media vehicle, the composition break-up of their readers and the pricing of their space/time selling. They monitor the market, survey their readers, and highlight their readers' demographic and geographic characteristics. They also maintain relationship with the media department of advertising agencies who buy space/time on behalf of clients. Ancillary Services: These are needed to produce/create advertisement. A whole range of services like studio service, photographic service, printing service, gift item producers etc. fall into this category. Freelancers: These are professionals who work independently and have a successful track record. They are copywriters, jingle singers, radio announcers, artists, visualizers, technical writers etc.

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SYNOPSIS OF THE PROJECT

The project concisely deals with MAKING THE BRAND PLM for Siemens; the project includes identification of Target group and Segmentation of it on the basis of geographical location, to prioritize it as per the company needs and developing the promotional strategies for them. It deals with creating a marketing communication for SIEMENS PLM Software to three target groups namely the Students, the Institutes and the Corporates. PLM systems, or "The Solution", transforms the manufacturing process by integrating all product information to help define, execute, measure and manage key product-related business processes. With a PLM system, product information from marketing and design comes together, and leaves in a form suitable for production and support. PLM can be defined as the activity dealing with the core or heart of the company that is the product PLM provides secure, timely, visibility and control of product information for different Processes The objective of the project is to Identify & Segregate the market for promotion of SIEMENS product and to make the target groups aware of the new product. Already known in the Industry and being used by the top FORBES 50 companies in the automobile, aviation, shipping and other such manufacturing concerns; Product Lifecycle Management (PLM) needs identification among the Students and the Institutes, therefore the major objective is to communicate this product to students mainly from the Engineering and Management field and encouraging them to choose PLM as a new career path in their educational life along with traditional degrees and to open new

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areas of placement for them, the project also focuses to encourage Institutes to implement this course in there syllabus along with normal B.Techs, B.Es and MBAs, also in the target groups comes the NIITs, APTECHs and other such Institutes whom we will encourage to implement PLM as a certification course.

A brief objective for each target group Students: To define a new career path, better job opportunity (additional certificate) Higher degree of specialization and edge over others doing traditional courses like CAD, CAM etc

Institutes: For better relations with the industry, profits and high ROIs Corporate: Cost reduction (handling cost, after sales, servicing costs, manufacturing), Facilitates a better CREATE, MANAGE & INTERACT approach Primary research is to be done on Students, Institutes and Corporate by methods of questionnaires, interviews. Video films will also be shooting regarding the interview part with Students and Institutes. A detailed secondary research is also conducted regarding data related to students, institutes; there geographical locations and distribution, a database has to be constructed state wise for both the targets. Some of the data collected by us are:

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Approximately 7,50,000 students are passing out of engineering colleges every year of this 4,00,000 are from government colleges and 3.5 lakh from private AICTE approved. Approximately 3,50,000 students are doing MBA from private colleges. Approximately 4,300 engineering institutes are there in the country.

Other data cannot be revealed due to signing of a non-disclosure agreement between the agency and Siemens. The communication message for the different target groups is still in the process under the creatives and the designers and will be delivered to Siemens in a short time. But Posters, Brochures, TV advertisement, Virals will be a definite part of it. Siemens has been a guiding source in providing important information; information is also collected from the Ministry of HRD and AICTE.

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INTRODUCTION

BBDO:

BBDO is

worldwide advertising

agency network,

with

its

headquarters in New York. The agency began in 1891 with George Batten's Batten Company, and later in 1928, through a merger of BDO (Barton, Durstine & Osborn) and Batten Co. the agency became BBDO. BBDO Worldwide was recently named the "Most Awarded Agency Network in the World" by The Gunn Report in 2010 and in 2009, 2008, and 2007 before that. With 15,000 employees in 287 offices in 79 countries, it is the largest of three global networks (BBDO, DDB, TBWA) of agencies

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in Omnicom's portfolio. BBDO was named Agency of the Year in 2005 by ADWEEK, Advertising Age, and Campaign Magazine. In 2006, Mayor Bloomberg proclaimed January 10 as BBDO day in recognition of the strength of its advertising, as well as its contributions to New York City. The companys extensive list of clients includes: The Economist, PepsiCo, FedEx, General Electric, Campbell's, Arby's, Gillette, Motorola, Bayer, Wri gley, AT&T, Mars, Bank of America, Pinnacle Foods Monster.com, HBO, Hyatt Hotels, Starbucks, Lowe's, Johnson & Johnson, Fonterra, Imperial Chemical Industries, HewlettPackard, Watson's, Emirates, ThaiBev, Syngenta, and Olympus

BBDO MISSION:

At BBDO our mission is to create and deliver the worlds most compelling commercial content. Were big, but nimble; traditional, yet innovative. Always creative. And always driven by this greater sense of purpose.

BBDO INDIA PHILOSOPHY:

Chairman & NCD Josy Paul shares that at BBDO India, the agencys growth rate is measured by the number of campaigns. It means measuring more pieces of

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work and thus, more happy clients and more people who want to join BBDO India. He said, BBDO Worldwide has been extremely patient. They have allowed us to find our own unique voice, which we call the language of action. Thats where our ideas become action-oriented to engage the consumers. Some of the campaigns that are based on this philosophy include Quaker Oats Mission to make India heart healthy, Gillettes Women against Lazy Stubble (WALS), Avivas Great Wall of Education, 7Up Lemon Patallam for the Tamil Nadu market, the new Nimbooz films and the 7Up Bappi Lahiri promo films.

RK SWAMY BBDO

R K Swamy BBDO was launched as a full-fledged large-format agency, when it opened its door for business on April 2, 1973. Within the first few years it jumped into the top ten, having established itself in all the leading metros in India. R K Swamy BBDO Pvt., Ltd. operates as an advertising agency in India. It provides general advertising, media planning and buying, CRM/direct marketing, pharma, human resource, outdoor

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management, marketing,

brand

consultancy,

market

research, production

social and

and

television

programme

syndication, as well as production of television commercials, audio visuals, films, and radio commercials for automotive and related, construction and related, and consumer durable markets. The company is based in Chennai, India. R.K. Swamy BBDO Pvt., Ltd. operates as a subsidiary of BBDO Worldwide, Inc Today R K SWAMY BBDO is an integral part of the R K SWAMY HANSA Group which has 20 business verticals in both ATL and BTL segments. The group employs over 1100 people in 20 cities in India and the USA.

R K SWAMY BBDO COMPANY PROFILE

Head Quarter Founder Industry Founded

Chennai Mr. R K Swamy Marketing & Advertising April 2 1973

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Status Group CEO Website

Operating Mr. Shekhar Swamy

http://www.rkswamybbdo.com/

R K SWAMY BBDO GOAL: R K SWAMY BBDO has a simple goal: To assist Clients by developing solutions to their marketing communication problems and providing the intelligence and support to help them reach their goals. The R K SWAMY BBDO organization is geared to deliver this to Clients, no matter how big or small, across categories and locations.

R K SWAMY BBDO itself is present in Mumbai, Delhi, Chennai, Bangalore, Kolkata and Hyderabad. It has over 75 large national and multinational clients across all important product categories and services. In addition to its Creative and Media Services, it provides communication solutions for Healthcare, Social and Rural sectors as well as specialized divisions for Interactive, CRM and HR Communications.

R K SWAMY BBDO PHILOSOPHY:

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All there is to thinking is seeing something noticeable which makes you see something you weren't noticing which makes you see something that isn't even visible. The service provided by RK Swamy BBDO includes:

Advertising and Creative - R K SWAMY BBDO R K SWAMY Media Group Market Research Advanced Analytics Interactive Services Marketing Services Specialized Communication Services

Some of the prominent clients of RK Swamy BBDO include: Air India, Mercedes-Benz India ltd, Suzuki Motorcycles, Parryware Roca, Hawkins, Faber Castell, ONGC, Oil India, Indian School of Business, Raymond, LIC, NABARD, Siemens, RNTCP, ESIC, UNICEF

SOCIAL AND RURAL DIRECTIONS

As part of my training I was working under the Social and Rural Directions at RK SWAMY BBDO, a brief about it is as follows:

Social Media - Social media are media for social interaction, using highly accessible and scalable communication techniques. The term refers to the use of web-based and

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mobile technologies to turn communication into interactive dialogue. Andreas Kaplan and Michael Heinlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content." The common forms of Social Media areInternet Forums Weblogs Podcasts Webcasts Social Blogs Micro blogging Events

Social Marketing - Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits. The primary aim of social marketing is "social good"

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Rural Media Rural Media are media for rural interactions using demonstrations, exhibitions, street plays to turn communication into interactive and effective dialogues for the rural public. Rural Marketing is defined as any marketing activity in which one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas.

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P.T.O

ABOVE THE LINE & BELOW THE LINE ADVERTISING

Above the Line (ATL) - ATL is a type of advertising through media such as television, cinema, radio, print, and Outof-home to promote brands or convey a specific offer. This type of communication is conventional in its nature and is considered impersonal to customers. It is much more effective than when the target group is very large and difficult to define. In a nutshell, while ATL communications use mediums that are broadcast and published to mass audiences.

Below the Line (BTL) - BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods than the usual ATL channels of advertising, typically focusing on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. BTL communications use mediums that are more niche focused. BTL services may include those for which a fee is agreed upon and charged up front. BTL is a common technique used for "touch and feel" products. BTL techniques ensure recall of the brand while at the same time highlighting the features of the product. Another BTL technique involves sales personnel deployed at retail stores near targeted products. This technique may be used to generate trials of newly launched products. It helps marketers establish one-to-one relationship with consumers while mass promotions, by definition, make it difficult to gauge consumer-

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response, except at the time of sales. Examples include telemarketing, road shows, promotions, in- shop and shop-front activities, display units.

PRODUCT LIFECYCLE MANAGEMENT

Product Life Cycle Management is a total production system that tracks a product from inception to disposal. It includes marketing, sales, design, planning, and production, quality requirements, packaging, shipping, and disposing of the product when its useful life is over. PLM Software helps in managing products across their lifecycles, from cradle to grave e.g. imagine; define; realize; support/use; and retire/recycle.

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In industry, product lifecycle management (PLM) is the process of managing the entire lifecycle of a product from its conception, through design and manufacture, to service and disposal. PLM integrates people, data, processes and business systems and provides a product information backbone for companies and their extended enterprise. 'Product lifecycle management' (PLM) should be distinguished from 'Product life cycle management (marketing)' (PLCM). PLM describes the engineering aspect of a product, from managing descriptions and properties of a product through its development and useful life; whereas, PLCM refers to the commercial

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management of life of a product in the business market with respect to costs and sales measures. Product lifecycle management is one of the four cornerstones of a corporation's information technology structure. All companies need to manage communications and information with their customers (CRMCustomer Relationship Management), their suppliers (SCM-Supply Chain Management), their resources within the enterprise (ERPEnterprise Resource Planning) and their planning (SDLC-Systems Development Life Cycle). In addition, manufacturing engineering companies must also develop, describe, manage and communicate information about their products. Areas of PLM Within PLM there are five primary areas;
1. 2. 3. 4. 5.

Systems Engineering (SE) Product and Portfolio Management (PPM) Product Design (CAx) Manufacturing Process Management (MPM) Product Data Management (PDM)

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Steps in Product Lifecycle Management

DEFINING SIEMENS PRODUCT LIFECYCLE MANAGEMENT (PLM)

Product Lifecycle Management (PLM) software allows companies to manage the entire lifecycle of a product efficiently and costeffectively, from ideation, design and manufacture, through service and disposal. Computer-aided design (CAD), computeraided manufacturing (CAM), computer-aided engineering (CAE), product data management (PDM) and digital manufacturing converge through PLM. PLM is unique from other enterprise software solutions because it drives top-line revenue from repeatable processes. By providing the application depth and breadth needed to digitally author, validate and manage the detailed product and process data, PLM supports continuous innovation. Product Lifecycle Management Software Redefines Business

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PLM empowers your business to make unified, informationdriven decisions at every stage in the product lifecycle. PLM solutions establish a cohesive platform to: Optimize relationships along the lifecycle and across organizations. Maximize the lifetime value of your business' product portfolio. Set up a single system of record to support diverse data needs.

Siemens PLM Software offers grants through its Global Opportunities in Product Lifecycle Management (GO PLM) initiative, which leads the PLM industry in the commercial value of in-kind grants it provides at more than US$4 billion annually. The companys GO PLM initiative brings together five complementary programs focused on:

Academic Partnership Programs Global Community Relations Programs Regional Productivity Programs Youth and Displaced Worker Development Programs Partners for the Advancement of Collaborative Engineering Education (PACE) The GO PLM Program adds value through industry, academic, government and community leadership.

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The initiative provides PLM technology training to 1,117,700 students annually for nearly 10,977 GO PLM partners globally, where it is used at every academic level from grade schools to graduate engineering research programs.

The Future of Siemens PLM: The PLM market is growing faster than any other enterprise software category. Siemens PLM Software is committed to creating the solutions which the customers need to stay ahead of competitors in a PLM-empowered future. The fields where Siemens PLM can be helpful to the industry are:

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Aerospace and Defense Apparel, Footwear and Accessories Automotive and Transportation Consumer Products Energy and Utilities Federal Government Heavy Equipment High Tech and Electronics Industrial Machinery Life Sciences Retail Shipbuilding

Competitive Analysis of Siemens PLM

With the growing technology and increasing demand of cost effective production and designing tools there arises a need for a holistic tool to cater the services to manufacturing concerns right from ideation to packaging phase and thus the PLM software has evolved.

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Siemens PLM has direct competition from IBM PLM & SAP PLM SAP PLM was a failure in the market due to its low diversification of products; the product does not offer a wide range of products thats why is ineffective with many industries. IBM PLM on the other hand is the latest addition in this sector where they have released only a handful of softwares and much is awaited from them in the coming future.

Competitive advantage with Siemens PLM

Siemens PLM offers a wide range of softwares over its competitors; currently it has 4 different forms of software kits for different needs for the industry.

Siemens also caters customize softwares as per the clients need, it has created specialized softwares for Ford and Chrysler Automobiles

Siemens PLM is the first and only company to guide the students and introducing these softwares as a new career option for the

Siemens PLM gives its services to small and medium manufacturing concerns with its NX CAM/CAD softwares

Siemens PLM also has industry wise product line also

Siemens PLM Software Products

Teamcenter - is the worlds most widely used PLM software. Teamcenter powers innovation and improves

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productivity by connecting people across global product development and manufacturing organizations with the product and process knowledge they need to succeed.

NX - offers the industry's broadest suite of integrated, fully associative CAD/CAM/CAE applications. NX touches the full range of development processes in product design, manufacturing and simulation, allowing companies to encourage the use best practices by capturing and reusing product and process knowledge.

Tecnomatix - is a comprehensive portfolio of digital manufacturing solutions that deliver innovation by linking all manufacturing disciplines together with product engineering from process layout and design, process simulation and validation, to manufacturing execution. Tecnomatix provides the most versatile set of manufacturing solutions on the market today. Velocity Series - is a comprehensive family of modular, yet integrated solutions addressing PLM in the mid-market: Solid Edge with synchronous technology Teamcenter Express Femap CAM Express

PLM Components enable diverse manufacturing enterprises to seamlessly share information and data with their partners and

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suppliers, regardless of the PLM applications used by the different organizations.

Parasolid D-Cubed Geolus Search JT Open NX Nastran SDK PLM Vis PLM XML Rulestream Engineer-to-Order

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INTRODUCTION TO THE PROJECT

As part of my Internship programme I chose R K SWAMY BBDO as my training grounds, the company does not deal only with AD making but with a variety of services as already mentioned. My mentor and company guide was Mr. Sujit Kumar |Sr. DEVELOPMENT STRATEGY DIRECTOR, SOCIAL^RURAL DIRECTION| R K SWAMY BBDO, here I was given the job as a trainee in Client Servicing Section, as part of my job I need to take inputs from clients and forward them to the Creatives & Designers working on the promotional activities of a campaign, also my work is to be in constant touch with the client for useful informations, communication with him. I was fortunate to work on a live project for Siemens PLM which is still in its initial phase and in the planning pot. The communication for it is still in development, where Siemens is pretty satisfied with our work. Siemens PLM is a boon to manufacturing and designing concerns; a product of the new age technology Siemens PLM is already used by most of the top 50 companies in the Forbes list. Siemens PLM gives solution right from designing to packaging phase of the product, but with the increase in use of the software the professionals using it are not increasing at such a vast pace; therefore both Siemens and Corporates wants to create a workforce at the lowest level i.e. the institutes (engineering & management) to lower their cost of training and to create a new career path for the students.

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DESCRIPTION OF THE PROJECT

The project deals with identification of Target groups and Segmentation of it on the basis of geographical location and developing the promotional strategies for them. It deals with creating a marketing communication for SIEMENS PLM Software to three target groups namely the Students, the Institutes and the Corporates.

OBJECTIVES OF THE PROJECT

To identify and segregate the market for promotion of Siemens PLM software To make the TGs aware of the software To encourage students to choose Siemens PLM as a career option To encourage institutes to implement Siemens PLM in there syllabus To encourage industries/production houses to adopt and adapt Siemens PLM in their work area

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To encourage institutes like NIITs, APTECHS to implement Siemens as a professional course. To learn about New Product Development (NPD) and its different phases To learn the techniques of prioritization of market and TGs To learn the concept of branding and how it is essential for a product

NEED OF THE PROJECT

The project was undertaken by RK Swamy BBDO to reach out Educational Institutes (Engineering, Management and Polytechnic) with an objective to

Educational Institute to buy the PLM training module for the students Computer training institute to become a franchisee to run the course Students choose PLM as a career and enroll for the training Industry to use SIMENS PLM software for Product life cycle management

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SCOPE OF THE PROJECT

The project was done in order to enhance my theoretical knowledge by taking a practical and live project; the project not only deals with creating communication message for the product but also with the concept of a New Product Development (NPD).

LIMITATIONS OF THE PPROJECT

Data regarding the Students and Institutes is not fully provided on the websites; therefore a lot of research was done on it. Data related to private colleges is not been provided on their websites and thus an approximation of it is taken from website of Ministry of HRD. Instead of Sampling, a Census method has been adopted and detail of each and every Engineering and Management Institute across the country has been collected. Many Institutes are close due to summer breaks making the collection of primary data difficult

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OUR TARGETS

For promotion of Siemens PLM these targets are been defined on the need of Siemens and growth opportunities for the product in different sectors.

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DIPSTICK STUDY OF THE TARGET GROUPS

Students

1. Students, Who get only theoretical knowledge and who need added expertise to maximize the employment Opportunities 2. Supplement their skills but limited resources available. E.g. takes admission in computer courses like C++, Java etc... To enhance their IT skills 3. Low/No knowledge about the PLM software, its advantage and PLM as a career option. 4. Individuality is an important factor among the youth. 5. Customization ATTRACTS THEM (students) 6. In the growing economic scenario value for money is more important for the students.

Institutes

1. Management is concerned about the relations with the industry which will in turn help in better campus placements.

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2. A profit centre, top management looks forward to purely at business and ROI 3. Follows the syllabus, not much experimental. 4. Follows the syllabus 5. Less experimental unless see benefit in the proposal 6. Establishing institutes name as a brand is also a point of concern 7. Focus on Campus Placements as it attracts more students for admission 8. Non technical Management Staff (Decision makers)
9.

No awareness about Siemens PLM

Industry

1. Early Breakeven is prime focus 2. Faster product development and introduction to respective Markets 3. Industries are using PLM software in order to minimize the product development phase, but facing challenges related to trained human resources 4. Few companies are the fence sitters, wants to use the software, but not stepping in as perceives PLM training will be an additional expenditure for them apart from the software expenses.

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5. A set of companies are not aware of the PLM software and its advantages 6. Quick profits are returns are the main area of concern.

NEED GAP ANALYSIS OF THE TARGETS

The Need Gap Analysis means the identification of major Gaps in the Targets demands and its necessity as need for the same. The Need Gap Analysis defines the major area of concern for each Target Group, the major areas to which the Targets gives attention in this case are:

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Diagram showing major areas of concern for each defined Target Group

RESEARCH DESIGN

Preface:
As mentioned earlier the Target Groups defined are Students, Institutes and Corporate world. The data collected below is related to students and institutes, the major targets for Siemens PLM

Based on the objective of the study the type of research used is Descriptive Research

Methodology Adopted:

Both primary as well as secondary methods were implemented to gather data regarding the TGs

Primary Research

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Questionnaires Interviews Schedules

Secondary Research Records Government publications and journals Ministry of websites Human Resource and State governments

AICTE, AIEEE and regional technical universities websites

The primary research also includes video interviews of students done with an objective to study the behavioral pattern of the students. The study also includes a questionnaire presented at the end of the report.

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ABSTRACT OF THE WORK

The internship started on May 5th. I had to report at the Social & Rural Directions department at RK Swamy office located in New Delhi. I was briefed about my project there by Ms. Manisha Singh | Development Strategy Director| at RK Swamy BBDO. The project as earlier mentioned is a MAKING THE BRAND PLM (MARKET PRIORITIZATION & DEVELOPMENT OF

PROMOTIONAL PLAN FOR PLM) My company guide was Mr. Sujit Kumar |Sr. Development Strategy Director Social Rural Direction|. After being briefed about the project, I was briefed by Mr. Sujit in detail, some of the work like video interviews were already taken of the students till that time. My work here was to assist the team on data collection, market identification, segregation and prioritization, development on promotional plans for the PLM software.

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A weekly schedule of activities is presented below:

First Week in the first week the required and useful information and study material was provided here by my mentors, I had to go through the articles, links, and briefs and to understand what PLM is and What Siemens is doing in this field. Second Week - after understanding Siemens PLM, I had to collect the data regarding our Target Groups (TG), there identification, I colleted information regarding the number of students, colleges, private institutes. Third Week now is the time to create a pitch for Siemens, where in the persuasion process for the company by the agency takes place, its a meeting between the top officials and contract agreements are discussed, Siemens was very well pleased by our presentation and further work of creatives was given by siemens Fourth Week this weak dealt with forming of creatives including brochures, posters, and print ads. Here my work was to involve with the team in a brainstorming process and to develop new promotional plans for, here it was clearly briefed to me think of Below the Line communication. Fifth week (till date) after the design of the creatives and promotional plan another presentation was given to Siemens where they are very much pleased by our companies performance.

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FINDINGS OF THE RESEARCH

Market Identification on the basis of the briefing given by Siemens three markets were identified for the product namely; Students, Institutes & Corporates

Data Collection On the basis of the research I have come across that

Approximately 7,50,000 students are passing out of engineering colleges every year of this 4,00,000 are from

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government colleges and 3.5 lakh from private AICTE approved including 16 IITs and 30 NITs

6,00,000 students are doing regular MBA in the country 4,300 engineering institutes are there in the country. Approximately 2,100 management institutes approved from AICTE are there in the country.

Almost 40 per cent engineers scout for a job for almost a year

Around 22 per cent take almost two years before bagging a job

Companies are hiring people who lack skills, but are trainable

An average company invests 16 weeks of their time to train one employee in areas such as technical skills, soft skills, company orientation and process-specific domain skills IT-BPO Sector spend 2% of their industry revenue in training

Employability rate of 26 per cent for engineering graduates

10-15 per cent for other graduates

23-25% of MBAs are Employable as per the requirement of the employers Hundreds of schools coming up every year

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Source *Business Standard, June 2010 NASSCOM prospective 2020

Market Prioritization - on the basis of my project I prioritize

the market in two steps

Step 1 Step 1 deals with prioritization of data regarding concentration of colleges in different states, in the 1 stage states with high number of Engineering & Management colleges are selected and clusters are made out of them.

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Step 2 Step 2 is the selection of the targets groups based on their behavioral characteristics collected through video interviews and questionnaire. The Questionnaire is presented at the end of the report; the questionnaire has been approved by my company guide and will be used later during the research finding stage of the company.

Table representing number of Engineering colleges state wise: State Rajasthan Gujarat Maharashtra Punjab Kerala Tamil Nadu Delhi Haryana Madhya Pradesh Jammu & Kashmir Himachal Pradesh Chattisgarh Orissa Number of colleges 124 106 566 76 78 413 83 46 246 43 12 46 126

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Karnataka Andhra Pradesh West Bengal Nagaland Uttarakhand Mizoram Goa Meghalaya Manipur Arunachal Pradesh Assam Sikkim Bihar Uttar Pradesh Tripura

552 556 126 16 26 3 12 3 2 2 9 3 143 960 2

On the basis of the research, I have selected ten states with highest concentration of Engineering and Management institutes. These states are the primary target of our firm in the activation programme for Siemens PLM software.

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The state are mentioned in the table given below -

States with most number of Engineering institutes Uttar Pradesh Maharashtra Andhra Pradesh Karnataka Tamil Nadu Madhya Pradesh Bihar West Bengal Orissa Rajasthan

States with most number of Management institutes Andhra Pradesh Uttar Pradesh Maharashtra Tamil Nadu Karnataka Madhya Pradesh Gujarat Rajasthan Delhi Haryana

Promotional Plans

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Communication message for each Target Group:

Students: to students Siemens PLM will be targeted as a new career path option, it will give them high specialization in fields of manufacturing and designing, students from mechanical, automobile, electronics and designing branches can learn the software and give their career new dimensions of opportunities. Also to students who are not finding jobs or are not placed, the course offers job opportunities at different level of completion.

Institutes: to institutes Siemens PLM will be communicated as a tool to create employable students, which in turn will attract more recruiters and helps in maintaining high placements and brand image of the institute, also introducing the course in their syllabus will give them high returns from the fees

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Industries: to industries Siemens PLM will be targeted as a tool to cater to their manufacturing and designing needs, implementing this will increase their efficiency and provides them with high technically evolved concepts. Introducing Siemens PLM at the lowest level (institutional level) will also create a workforce for them which in turn will lower their training costs

As described earlier Siemens PLM is in its initial stage in the country and therefore their primary targets are students, as if the students finds the software attractive and interactive the other two Target Groups will also be attracted by it. The Media Strategy attraction are: suggested by me for students

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MEDIA STRATEGY HOW TO DO IT???

JOB FAIRS
A Job fair in association with SIEMENS partners and Industries using PLM shall be organized to provide unique platform for skilled graduates (with PLM certifications) and industries. Fairs are to be organized in the cities closer to the educational institutes or state capitals. Awareness for the fairs shall be carried out in advance.

INTER COLLEGE COMPETETIONS

Product Development Competitions Inter college and National product development and designing competition will provide a direct exposure of PLM to participating colleges. At the end of event participants will be told how PLM would have reduced total time and energy along with the desired product. Other programs in relation to the theme of competition should be integrated to retain the interest and attract crowd.

COUNSELING CENTRES
Contact Program at counseling centers. Counseling centers are a good interaction point where Students come with their

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guardians. This is the place where PLM can be introduced before they actually started classes. Information shared at this stage will persuade them to select PLM as additional qualification

COLLEGE CONTACT PROGRAMME

PLM will be directly introduced to College students and Management Committee through different interaction modules. For students, an academic session on subjects like How to increase employability? should be arranged where information on PLM will be integrated with the academic presentation. For Management Committee, a presentation on the Benefits of PLM for institute should be considered Career counseling programs should be sponsored by Siemens to share the information related to PLM and establish Siemens image as a necessity for good career growth.

SCHOLARSHIPS
National/State/District level contest shall be arranged and winners will be awarded appropriate scholarship according to their rank. It will increase awareness about PLM and persuade students to pursue PLM certifications

PUBLIC RELATIONS 60

Articles and/or analysis on PLM in job/career section. Programmed Capsules for channels. Events and fairs conducted shall be supported by PR activities e.g. National Events, Career Counseling, Job Fairs Pre publicity in Newspapers, Radio Channels and through outdoor media will be facilitated Press releases to publications will also be done. Media will be invited to capture mainstream events.

DIGITAL MEDIA

Direct mailers to the educational institute Banners and pop ups in the job portals Highlighting the PLM jobs in the portals Push mail / SMS to the students and their parents Interactive Macro site for GO PLM with features like Online Counseling Talk to the experts Course content details Job Opportunities etc

OTHER ACTIVATION PROGRAMME

Retail Activation Program: Retail activation program shall be introduced to engage and motivate channel partners. Mall Activation: As more and more and more youngsters and students visit Malls and Multiplexes frequently. Gaming and Interactive programs shall be designed to Promote PLM IT/ITES outlets: Distribution of Informative Brochures, CDs at the outlets dealing with Hardware and Software.

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Distribution of informative CDs: Informative CDs or trial version of PLM can be distributed through Techno Magazines.

CONCLUSION
Siemens PLM is a boon to the Industry already used by the top 50 list of Forbes manufacturing and designing companies Siemens PLM has opened new doors of career and technology for concerned Target Groups, the future of the software contains tremendous growth opportunities not only for the large but also for small and medium enterprises. Siemens also provide customized softwares for different sorts of industry e.g Ford, Chrysler and Mercedes have customized the software as per their needs. Siemens PLM with its cutting edge technology will not only help the Industry but also the Students and Institutes implementing them in there course structure

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ANNEXURE
As part of the research programme I also created a questionnaire to do Behavioral analysis of the Target Group (students) who are going to or have already joined an Engineering or Management Institute. This questionnaire has been approved by my company guide and will be used in the later stages of analysis.

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Behavioral Analysis of Target Group (students)

* Required
Top of Form

Name *

Age *

Gender *

Male Female

Phone No: *+91-

Father's Name *

Proffesion *

Annual Income of the Family *

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Course of study *

Engineering MBA Both Branch/Branches which you would like to opt or already pursuing?Engineering

Chemical Engineering Civil Engineering Computer Science Electrical Environmental Engineering Mechanical Engineering Electronic & Instrumentation Other Branch/Branches which you would like to opt or already pursuing? *MBA

Finance Marketing Entrepreneurship Accounting

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Management Real Estate Operations & Logistics Other Reasons for choosing a particular branch? *Give two reasons

College Name *

Who suggested you this college? *

What

did

you

consider

the

most

while

selecting

this

college? *Give

reasons

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Which companies you would like to see as your future employers? *Name some companies

Reasons

for

choosing

particular

company? *

Have you done any other Certificate course? if YES why? if NO why? *Current status of the

course?

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Reasons for choosing this particular aditional course? *your motives and inspiration to choose

this course

Where are you doing this course? *Mention the other institute

NIIT APTECH OWN INSTITUTE/COLLEGE Other: Reasons for choosing this particular Institute?

What are you planning to do after completing this course/study? *include your future plans

MBA

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M.Tech Business Job Other: Reason why you choose a particular above mentioned field?

Do you know any Software based Certification course that will help to enhance your existing qualification or the degree you are pursuing, if yes mention it *

Are you aware of Product Life-cycle Management?If Yes, from where? mention the source

YES NO

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Would you like to take an additional certificate course; which enhances your practical knowledge & skills and gives better career options? *If Yes/No give reasons

How much would you like to pay for such course? *

<1000 1000-1500 1500-2500 2500-5000 5000<

Apart from paper filling the form can also be filled online at:
https://spreadsheets.google.com/spreadsheet/viewform? formkey=dC1MX19fal9JQmYtc3N6aVhmM1E0OGc6MQ

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CREATIVES
Creative work includes posters, brochures, mailers, ad films, pamphlets, leaflets etc. below I present some of the creatives (brochures) created at RK SWAMY BBDO art directions office for Siemens PLM for different Target Groups.

STUDENTS:

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Brochure 1 (vertical) Brochure 2 (horizonatal)

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References:
Siemens has been indispensable source in providing information related to PLM software, also a lot of information has been gathered from Ministry of HRD, State Universities journals and websites, information is also gathered from AICTE, AIEEE and other technical institutes websites.

http://www.plm.automation.siemens.com

Reference: List of Engineering & Management colleges [online] http://www.indiastudycenter.com/univ/states/ http://www.indiaedu.com/colleges/engineering/ www.education.net http://www.aicte-india.org/

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GLOSSARY

Advertising - Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. Advertising Agency - Advertising agencies are outside companies that provide for the marketing and advertising needs of other businesses and organizations. Advertising agencies offer a full range of advertising services and advice based on market studies, popular culture and advanced sales techniques. Because Advertising agencies produce logos, creating effective and attractive color schemes to draw the consumer's attention to their clients' ads. They also prepare slogans and brochures, and write descriptive copy for sales materials. They may produce public service announcements for charitable organizations and social programs as well, and issue press releases for new programs, events, and products.

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Brand - The American Marketing Association defines a brand as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name." A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand has continued to evolve to encompass identity it affects the personality of a product, company or service.

Market Segmentation - A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts for the services. The people in a given segment are supposed to be similar in terms of criteria by which they are segmented and different from other segments in terms of these criteria. Market can be segmented on the basis of following criterias: Gender Price

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 Interests Income

Target Groups/Audience In marketing and advertising, a target audience, is a specific group of people within the target market at which the marketing message is aimed A target audience can be people of a certain age group, gender, marital status, etc. (ex: teenagers, females, single people, etc.) A certain combination, like men from twenty to thirty is often a target audience. Discovering the appropriate target markets and determining the target audience is one of the most important activities in marketing management.

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