NOLEGEIN Journal of Advertising and Brand Management 2018 Issue 1 by Mba Journals

NOLEGEIN Journal of Advertising and Brand Management

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NOLEGEIN Journal of Advertising and Brand Management Nolegein - Journal of Advertising and Brand Management is focused towards the rapid publication in the following areas of

Focus and Scope of the Journal            

Advertising theories and their relationship with practice Media Research, advertising and communications Promotional Research and management Cross media research and management Consumer research and advertisement analysis Types of advertising Sales promotions Media and advertising approaches Rise in new media Crowdsourcing Global advertising Foreign public messaging

Sections covered by this journal are review papers, research papers, interviews, news, companies/ institutions write-ups, short popular articles and case studies. All contributions to the journal are rigorously refereed and are selected on the basis of quality and originality of the work. The journal publishes the most significant new research papers or any other original contribution in the form of reviews and reports on new concepts in all areas pertaining to its scope and research being done in the world, thus ensuring its scientific priority and significance. No part of this publication may be reproduced, stored in retrieval or transmitted in any form without written permission to the publisher. To cite any of the material contained in this journal, in English or translation, please use the full English reference at the beginning of each article. To reuse any of the material, please contact MBA Journal. The author(s) is/are solely responsible for the content of the article(s) published in the MBA Journals platform (an imprint of Consortium e-Learning Network Private Ltd.). The published articles are not constituted or deemed to constitute any representation of view of the editors or publisher. The data presented therein are correct or sufficient to support the conclusions reached or that the experiment design or methodology is adequate and the information, opinions, views presented in the article reflect the views of the authors and contributors of the article and not the opinion of publisher or the editorial board. Under no circumstances publisher should be held responsible for the acts of misrepresentation, plagiarism, wrongful presentation of facts, omissions, neglect or willful representation of information against the ethical norms of journal. (info@mbajournals.in)

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Ms. Pooja Kumari Management pooja@celnet.in

Business     

NOLEGEIN-Journal of Management Information Systems NOLEGEIN-Journal of Business Ethics , Ethos & CSR NOLEGEIN-Journal of Entrepreneurship Planning, Development and Management NOLEGEIN-Journal of Operations Research & Management NOLEGEIN-Journal of Supply Chain and Logistics Management

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NOLEGEIN-Journal of Disaster and Business Continuity Management NOLEGEIN-Journal of Corporate & Business Laws NOLEGEIN-Journal of Organizational Behavior Management NOLEGEIN-Journal of Kautilya Strategic Management

HRM

Marketing  

NOLEGEIN-Journal of Global Marketing NOLEGEIN-Journal of Advertising and Brand Management NOLEGEIN-Journal of Consumer Behavior & Market Research

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NOLEGEIN-Journal of Financial Planning and Management

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Management 

 

NOLEGEIN-Journal of Performance Management & Retention Strategies NOLEGEIN-Journal of Human Resource Management & Development

Finance

Industry

For any Dispatch and Online Access related Query, Please Contact Mr. Asan Kumar Tel. no.: (+91) 120 4781225 E-mail: asank@celnet.in

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NOLEGEIN-Journal of Information Technology & Management

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EDITORIAL BOARD MEMBERS Shipra Shrivastava Assistant Professor Department of Business & Management Studies, Meerut Institute of Engineering and Technology, Meerut, India

Dr. Binod Sinha Professor Department of Management,Balaji Institute of Modern Management, Pune, India

Rajendra K Gupta Professor Department of Management, Panipat Institute of Engineering & Technology, Haryana, India

Dr. R. Jubi Director Department of Management, MarThoma Institute of Information Technology, Kerala, India

Neha Bhardwaj Assistant Professor Department of Management, Sharda University, Greater Noida, India

Rohini Parimi Assistant Professor Department of Management, Gitam Institute of Management, Gitam University, Andhra Pradesh, India

DR. G G Mathews Professor Department of Management Studies, Mount Zion Institute of Management, Kerala, India

Dr.Naveen Prasath.S Assistant Professor Department of Management, P.E.S. Institute of Technology, Bangalore, India

Dr.M.S.R. Sesha Giri Professor Department of Management, Gokaraju Ganga Raju Indtitude of Engineering And Technology, Hyderabad, India

Aniket Suresh Pardeshi Assistant Professor Department of Management Studies (MBA), Rajarambapu Institute of Technology, Maharashtra, India

From the Editor's Desk Dear Readers, We would like to present, with great pleasure, the inaugural First volume of a new scholarly journal, NOLEGEIN Journal of Advertising and Brand Management. This journal is part of the Advertising and Brand Management, and is devoted to the scope of present management issues, from different. This new journal was planned and established to represent the growing needs of marketing as an emerging and increasingly vital field, now widely recognized as an integral part of Management. Its mission is to become a voice of the Management community, addressing researchers and practitioners in this area. The core vision of NOLEGEIN Journal of Advertising and Brand Management in MBA Journals is to propagate novel awareness and know-how for the profit of mankind ranging from the academic and professional research societies to industry practitioners in a range of topics in advertising in general. MBA Journals acts as a pathfinder for the scientific community to published their papers at excellently, well-time & successfully. NOLEGEIN Journal of Advertising and Brand Management focuses on original high-quality research in the advertising theories, new technology, sales promotions, Global advertising etc. The Journal is intended as a forum for practitioners and researchers to share the views of advertising and brand management in the area. Many researchers have contributed to the creation and the success of the Advertising and Brand Management. We are very thankful to everybody within that community who supported the idea of creating an innovative platform. We are certain that this issue will be followed by many others, reporting new developments in the field of Advertising and Brand Management. This issue would not have been possible without the great support of the Editorial Board members, and we would like to express our sincere thanks to all of them. We would also like to express our gratitude to the editorial staff of MBA Journals, who supported us at every stage of the project. It is our hope that this fine collection of articles will be a valuable resource for Management readers and will stimulate further research into the vibrant area of Advertising and Brand Management.

Puneet Mehrotra Managing Director

Contents 1. Need for Social Media and Digital Marketing – A Pragmatic Study Shreya Rao, Shivaraj Kumar Karkera, Suraj Kotekar, Jnaneshwar Pai Maroor

2. Use of Facebook and Twitter for Advertisement and Branding Aniket S. Pardeshi

3. Consumer Buying Behavior and Advertising Analysis for Soft Drinks Parmar Hiral, Himanshu Mishra

4. Selling Preference of Maruti Suzuki Mohd Mehtab

5. A Case of “Two-Fold Growth-Capturing Domestic and International Markets” – A Case Study of Vega Helmets, Belagavi Karnataka, India M.M. Munshi, S.K. Deshpande, V.R. Hundekar

6. Effectiveness of Social Media in Solving the Problem of Female Foeticide Payush

NOLEGEIN: Journal of Advertising and Brand Management Vol. 1: Issue 1

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Need for Social Media and Digital Marketing – A Pragmatic Study Shreya Rao, Shivaraj Kumar Karkera, Suraj Kotekar, Jnaneshwar Pai Maroor* Justice K.S. Hegde Institute of Management College, Nitte, India

ABSTRACT Digital marketing is the use of digital platforms for the use of marketing products or services of an organization. With the development in technology there are various platforms that can be used for digital marketing. Media is one of such platforms. And with the evolution of internet there are new forms of media that have emerged. And social media has become a very important part of every individual’s life. Keywords: digital marketing, purchase decision, social media, strategy

INTRODUCTION Irrespective of the ethnicity, country or religion the usage of Social media has been increased. There are 2.46 billon social media users around the world in 2017. With more number of users connected through Social media in real time, every brand in the world has been in these conversations. So, venturing into social media is opening the brand in front of large prospective customers and being part of their communications. With these the organizations have shifted or trying to shift their focus from offline marketing to social media marketing. There are various trends that are coming up and there is a requirement for the organization to cope up with these trends. Social media is now a trend that has been set that connects the organization with the customers. Social media can be used to increase the sales, build brand awareness, and connect with the person that is the customer engagement and many other things. And each social media can achieve these goals that the organization wants. Choosing the best strategy for the company, following the best practices that are being followed around the world will drive the online presence of a company.

There are different types of social media such as social networks which consist of Facebook, Twitter and LinkedIn which are many used for connecting people. This can be used for brand awareness, lead generation, customer relation and many more. Then there is the media sharing networks such as Instagram, YouTube which is mainly used for sharing photos or videos. There are many other types such as the discussion forms and review networks to name a few. So, the company needs to decide the type of the social media network that they want to use based on the audience to whom they want to target. With the right targets, being responsive, or the analytics that can be got through these networks has made social media marketing grow rapidly recently. LITERATURE REVIEW Since past decade a new form of media has arisen because of its social types which seem to have a great power of effect on consumers’ purchasing decision-making process. Today, many consumers use Social Media to interconnect together but also to communicate with brands. This new interaction is of interests for marketing professionals [1].

NOLEGEIN: Journal of Advertising and Brand Management Vol. 1: Issue 1

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Use of Facebook and Twitter for Advertisement and Branding Aniket S. Pardeshi* Department of Management Studies, Rajarambapu Institute of Technology, Sakhrale, India

ABSTRACT Social media now days have become a very burning issue. Watching advertisement on Facebook, Twitter, LinkedIn, etc. has become a regular to the customer. In the era of digitalization social media has become very effective way of advertising and branding. However, if the product/brand are new in the market, it is very tough in the initial phase to reach to the targeted customer through social media. As the product/brand is not known in the market it is tough to reach to the specific customer marketer wants. Strong content in social media ad can help to reach exactly the people who care about product/brand. Keywords: advertisement, Facebook, Instagram, LinkedIn, Twitter

INTRODUCTION For effective advertisement and branding social media is very effective way to reach to the targeted customer. But, reaching every possible customer is quite tough. Marketer must use paid social media ads for such customers. Even though marketer have created very effective content, reaching to the customer needs to analyze the strata of the massage customer require. For that, marketer must focus on content he uses in advertisement. These ads will not only boost awareness of the product but also it will position the product and brand in the mind of the customer. They are also very effective way to generate traffic to the website collect contact information for email campaigns [1]. Facebook, Instagram, Twitter, Pinterest, Snapchat, and LinkedIn. Each of these sites has more than 100 million monthly active users. Even by suing this social media marketer can target the customer as per the geography, demography, culture, lifestyle, preference etc. Social media is the way through marketer can even analyze the behavior of consumer [2].

Social media deal with sharing of information to achieve social interaction. Shift from a one-to-many model to a many-to-many model. Social media will help in:  Increasing the customer base  Generate lead  Drive sales  Create an awareness  Make money from content  Educate customers about offerings  Customer-source part of product development  Generate new ideas SOCIAL SITES AND THEIR EFFECTIVENESS Facebook Facebook likely needn't bother with any presentation. It is generally acknowledged and utilized around the world. Facebook clients in India have crossed 240-million stamp, turning into the biggest group of on lookers’ nation for the online networking goliath, as indicated by a media report. Dynamic clients in India are developing more than twice as quick as they are in the

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Consumer Buying Behavior and Advertising Analysis for Soft Drinks Parmar Hiral, Himanshu Mishra* MBA Student, L.J. Institute of Management Studies, Gujarat, India

ABSTRACT Market gives a key to increase genuine achievement just to those brands which coordinate best to the present condition i.e. “basic” which can be conveyed what are the general population needs and they are prepared to purchase at the opportune time immediately. It is splendidly valid yet this likewise relies upon accessibility of good quality items and phenomenal taste and administrations which additionally draw in and include a brilliant open door for colossal deals. This likewise relies upon the great arranging approach and give abundant open door in addition to adequate measure of items for deals in the coming next monetary year. The investigation will likewise give a chance to portray its market potential business regions, items and administrations are to be offered by the organization to the market. This investigation additionally gives the different elements influencing the administrations. Promoting division of PEPSI needs to remember different factors extraordinarily while setting up an arrangement for showcasing its item or administrations. Detail portrayal alongside examination of overviewed information is being displayed in this exploration paper. Keywords: advertising, beverage, brand, marketing, strategy

INTRODUCTION The primary creation of soda pop was put away in 1830s and from that point forward from those exploratory start there was an advancement until in 1781 [1] when the world’s first Cola enhanced drinks was presented. These beverages were called soda pop just to isolate them from hard beverages/liquor drink. This beverage does not contain liquor and comprehensively indicating these refreshments incorporates an assortment of directed carbonated soda pops, eating regimen and caffeine free beverages, filtered water, juices, juice drinks, don drinks, and even prepared to drink tea/espresso packs. Subsequently, we can state that soda pops mean carbonated beverages. Today soda pop is most loved

refreshment drink other than tea, espresso juice and so forth. It begins with a little medication store in North Carolina. This little store had a place with youthful scientist by the name of Doc Broadham. He imagined a drink that the clients called Broad’s drink. In 1903, [2] Bradham got its drink enlisted formally by the name of Pepsi Cola. He set his own particular organization and kept its deals enhancing bit by bit. By 1909, more than 250 bottlers in various American states had been permitted to offer under the Pepsi Cola permit. Pepsi Cola was first sold in the standard size of 6.5 ounces. In 1932 Pepsi Cola took fearlessness enough to present a container of 12 ounces. In 1950 the Pepsi Cola’s recipe had been changed by lessening its

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Selling Preference of Maruti Suzuki Mohd Mehtab* United Institute of Management, Greater Noida, India

ABSTRACT Management in India is heading towards a better profession as compared to other professions. The demand for professional managers is increasing day by day. To achieve profession competence, manager ought to be fully occupied with theory and practical exposure of management. A comprehensive understanding of the principle will increase their decision-making ability and sharpens their tools for this purpose. From the company view point, there are three general objectives of sales management, sales volume, contribution to profits continuing growth sales executives, of course do not carry the full burden in the effort to reach these objectives, but they make major contributions. Top management has the final responsibility, because it is accountable for the success a failure of entire enterprise. Keywords: distribution channel, management, sales promotion

INTRODUCTION Deals advancement is the way toward inducing a potential client to purchase the item. Deals advancement is intended to be utilized as a fleeting strategy to help deals – it is once in a while reasonable as a technique for building long haul client dedication. A few deals advancements are gone for purchasers [1]. Others are focused at go-betweens and at the association’s business compel. When undertaking business advancement, there are a few factors that a business must consider: What does the advancement cost – will the subsequent deals help legitimize the venture. Is the business advancement predictable with the brand picture? An advancement that vigorously rebates an item with an excellent cost may do some long-haul harm to a brand will the business advancement pull in clients who will keep on buying the item once the advancement closes, or will it essentially draw in those clients who are dependably vigilant for a deal? There are numerous techniques for deals advancement, including:

Cash off coupons: Customers get coupons, or cut coupons out of daily papers or items bundling that empowers them to purchase the item next time at a lessened cost. Rivalries: Buying the item will enable the client to partake in an opportunity to win a prize. Rebate vouchers: a voucher (like a cash off coupon). Unconditional presents: a free item when purchase another item. Purposes of offer materials: e.g. publications, show stands – methods for introducing the item in its most ideal way or demonstrate the client that the item is there. Dependability cards: e.g. nectar and air miles; where clients procure focuses for purchasing certain products or shopping at specific retailers – that can later be traded for cash, merchandise or different offers.

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A Case of “Two-Fold Growth-Capturing Domestic and International Markets” – A Case Study of Vega Helmets, Belagavi Karnataka, India M.M. Munshi1, S.K. Deshpande2, V.R. Hundekar3* 1

Department of MBA, Visvesvaraya Technological University, Belgaum, Karnataka, India 2 KLS IMER, Belgaum, Karnataka, India 3 KLS, Gogte Institute of Technology, Belgaum, Karnataka, India

ABSTRACT Exploring foreign markets is an audacious business strategy, it enables the business organization to sniff fresh air to get a new lease of life, and the successful tale of “Vega Auto Accessories Pvt. Ltd” is a testimony of how to make hay while the sun shines. It relies on catering to the “Safety and security needs of the bikers against the road accidents while also providing them with a luxurious, comfortable two-wheeler experience”. The case elaborates about making successful business venture within the stipulated legal framework through expansion. Quality and loyalty have been the hallmark of Vega Auto Accessories Pvt. Ltd a helmet manufacturing company to transcend the national boundaries and make inroads into overseas markets. This case elucidates about successfully implementation of change management process through precise business operations Vega Auto Accessories Pvt. Ltd with keep abreast with latest changes in trends in business sector and customer preferences. Keywords: bikers, change management, foreign markets, helmets, quality

INTRODUCTION The Organization – Vega Auto Accessories Belagavi (formerly called as Belgaum) district is the fourth largest in the state of Karnataka, traditionally known as the ‘sugar bowl’ of Karnataka; Belagavi has been one of biggest producers of sugarcane. Perhaps, this ‘sweet production’ must have prompted many businessmen in the region to prepare various kinds of sweet products over the years. It also is a major producer of milk in the state, almost 1/3 or 30% of the state’s production [1]. Belagavi city in particular is known for its salubrious climate round the year, and as a transit point between Goa and Maharashtra, despite being plagued by boundary dispute. It has never lost its spirit to excel and acquire a place amongst the coveted cities, as envisaged

by the fact that, it is listed as the smart city in the first phase announced by govt of India. Belagavi city is an abode for many elite schools and colleges; no doubt it is a hub of education in northern part of Karnataka. Belagavi has also been a beacon for industries with more than 200 foundries housed in the industrial estates of the city. automobile majors like Mahindra and Mahindra, Bajaj Auto, Ashok Leyland, Tafe, caterpillar and engineering companies like Kiroskar Oil Engines Ltd, Alfa Laval, and Simpsons are some of the companies outsource castings and other crucial accessories to Belagavi. These foundries export the goods to countries like the us, Germany, Belgium and west Asia. China and generate a turnover of more than 700 crores put together besides large-scale employment opportunities [2].

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Effectiveness of Social Media in Solving the Problem of Female Foeticide Payush Yadav* Department of Management, Ganga Institute of Technology and Management, Kablana, Jhajjar, Haryana, India

ABSTRACT Women who are contributing in all the possible ways to the society as well as economy and the country growth are being treated as the second citizen by our society and are being discriminated, harassed and exploited. Keywords: advertising, social media, ratio

INTRODUCTION Indian culture is a facing some very serious social problem because of patriarchal values and traditional discriminative practices on the basis of gender. This acquires a more heinous form of crime when seen from the perspective of the girl child. The human rights of the girl child are being severely violated even before they open their eyes to the harsh realities of the world. The phenomenon of female foeticide in India is not new, where female embryos or foetuses are selectively eliminated after pre-natal sex

determination, thus eliminating girl child even before they are born [1]. Due to the selective abortion, between 35 and 40 million girls and women are missing. In some states of country, the sex ratio has dropped to less than 800:1000. Table 1 reveals the decline trade of sex ratio female per 1000 male child. The longstanding tradition of son preference, coupled with medical technology now gives to the status conscious Indian families, the choice between payment of large dowry for their daughters and elimination of daughters.

Table 1. Sex ratio (females per 1000 males), India. Years 1901 1911 1921 1931 1941 1951 1961 1971 1981 1991 2001 2011

Sex ratio 972 964 955 950 945 946 941 930 934 929 933 943

The child sex ratio is calculated as number of girls per 1000 boys in the 0–6 years age group and has consistently declined from 976 girls per 1000 boys in 1961 to 945 in

Sex ration in children (0–6 years) – – – – – – 976 964 962 945 927 919

1991 and 927 in the 2001 census. The child sex ratio in India is lower than that in other countries such as China (944), Pakistan (938), Bangladesh (953) and