留学生市场营销dissertation

广告的起源在尼泊尔是没有历史记录的。可以说，尼泊尔最早的广告形式可能是通过传统的吹喇叭、吹小号、打鼓或其他乐器形式来传播或散布由国王和王公贵族们发布的官方消息。
 

而目前，广告运营机构在尼泊尔是由信息通信部监管的。在尼泊尔大约有200家广告公司与AAN有关联，AAN是广告机构和其他与媒体相关专业组织的伞式组织。AAN是1990年在尼泊尔非政府组织登记部门注册的组织。
 

由尼泊尔政府组成的不同媒体委员会中，AAN是广告公司的代表。这些媒体委员会包括新闻委员会，发行审计局，尼泊尔工商联等。同时AAN也是马来西亚亚洲广告协会的会员。
 

公司/组织的介绍
 

美国广告代理商协会（AAAA）认为，一家广告公司应该拥有独立组织创造性人才和专门从事开发和准备市场营销、广告计划、广告和其他促销途径的商人（威廉，2008年）。广告代理机构就是一家公司，能为客户提供有远见的服务、制作并处理各种广告促销活动。
 

There is no recorded history about the origin of advertisement in Nepal. It can be said that the earliest form of advertising in Nepal may have taken place as the tradition of blowing horns, trumpets, drums and other musical instruments to communicate or disperse official proclamations and messages from the kings and maharajas to their subjects.
 

In the present context the Ad agencies operating in Nepal are regulated by the Ministry of Information and Communication. Of approximately 200 Ad agencies in Nepal 125 are associated with AAN, which is the umbrella organization for Ad agencies and other media related professional organizations. AAN was registered in the year 1990 under Non-governmental Organization Registration Department of Nepal. 
 

 AAN represents Ad agencies in different media-related committees formed by Government of Nepal such as: Press Council, Audit Bureau of Circulation, FNCCI etc. It is also member of Asian Federation of Advertising Associations, Malaysia. 
 

公司/组织的介绍———Introduction of the company / organization
 

An advertising agency is defined as the American Association of Advertising Agency (AAAA) as an independent organization of creative people and businesspeople who specializes in developing and preparing marketing and advertising plans, advertisements, and other promotional tools (Willia, 2008). An advertising agency is a company that provides service mainly in the visionary, crafting and handling of advertisements and promotions for its clients. According to the AAAA an advertising agency is an independent organization as such it is independent from the client and has its own ideas and view of the products of the clients. The client has their own opinion of their products and since it is their own product they might be biased on the ability of their products. Thus when using an ad agency they bring in an outside voice or another point of view about their products which could mould the selling strategy for the clients products and services about which the client hadn’t previously imagined.#p#分页标题#e#
 

Prisma Advertising has been a vanguard in the area of professional communication management in Nepal since its establishment in 1991. The shaping of Prisma Advertising took place from an assignment on promoting film. The brands main objective was to sell the stockpile inventory in a recessive market. Although it was a difficult challenge and the service provider was a one-member operation back then it was accepted with the aim of proving its capability of its service in providing strategic communication solutions. Prisma’s delivery of useful strategic communication solutions to offload a stockpile of inventory of promotional films in a recessive market made an impression and recognition for itself in the market. Since then Prisma has been constantly providing not only communication solution but also marketing support to a lot of brands and companies. Prisma has also been involved in some social causes, both directly or in association with strategic partners, providing communication support for a number of social marketing product campaigns
 

识别———Recognition
 

In the year 2000, Prisma won the coveted Bellringer Award (an international recognized award for advertisement) making it the only advertising agency to have won such a prestigious award in Nepal.
 

The agency designed and implemented a community outreach program for PSSN whose main motive was to create awareness about the female reproductive health and motivate them to seek out timely consultation on gynecological problems. The program sought to establish contact between women of targeted or command areas and PSSN member gynecologist using trained personnel. The agency was able to achieve 100 percent coverage of the command areas and produce a basic awareness among targets along with bringing compiling a valuable data bank for PSSN.
 

Prisma conceptualized and implemented a strategic promotion on baby care health products for Johnson & Johnson Baby Care. It was a unique promotional platform called 'Nurses Club', engineered to tap the post-natal focus group through professional maternity and gynecological nursing staff in Kathmandu Valley. An effective direct marketing channel for optimum market penetration with identified target group of maternity patients, the product gained immensely with unchallenged brand equity (www.adnepal.org.np, 2010).
 

Prisma also bagged 5 out of 10 awards in CRITY AWARDS organized annually by Advertising Agencies Association of Nepal (AAAN) in the year 2061, winning 4 category awards and the Best Agency of the year award too (www.adnepal.org.np, 2010).
 

Prisma bagged Best Agency awards in CRITY AWARDS organized annually by Advertising Agencies Association of Nepal (AAAN) in the year 2062 too (www.adnepal.org.np, 2010).
 

Prisma bagged Best Agency awards third in a row in CRITY AWARDS organized annually by Advertising Agencies Association of Nepal (AAAN) in the year 2063, winning 4 category awards too (www.adnepal.org.np, 2010).#p#分页标题#e#
 

Prisma was awarded an ABBY Award in the year 2007 for the public service campaign "What Do You Want" aimed at promoting child education. This is one of the most prestigious advertising awards in the SAARC countries presented by Ad Club of Bombay (www.adnepal.org.np, 2010).
 

Prisma was awarded The Himalayan Times Peagasus Critics Choice Advertising Award in the year 2007 (www.adnepal.org.np, 2010).
 

组织策略———Organizational Strategies
 

Prisma Advertising provides a 360-Degree Brand Stewardship approach when taking on assignments from its clients. They begin by taking in view a broad perspective approach on the assignment to provide tactical solutions as well as the logistics for the implementation of the plan devised. For the fulfillment of the above stated goals the agency has build a strategic partnership among some of the prominent players in specific operational areas of the ad industry such as Media Hub Media buying house, AC Nelson Research partner, Neel Barahi Films AV production support etc. Supported by the above the line and below the line inputs along with the synergy between the agencies comprehensive approach and partnership among major players in the operational areas of the industry, the agency is able to provide marketing support information in areas of marketing research, merchandising, trade and consumer promotions by building.
 

After an ad has been released in the media Prisma gives its client a detailed listing of every time the ad is aired and a copy of the advertisement. It also helps in providing clients with updates on not only their products promotion but also their competitor’s scheme and promotions. The PR department makes it possible to get information about new products that the client wants to introduce in the market to be communicated in the media.
 

Prisma has built strategic partnership with some of the prominent players in specific operational areas of the ad industry. One of these strategic partnerships is with Media Hub the only specialized media-buying house in Nepal. Thus Prisma has an advantage of getting benefits while buying blocks of space and time in the conventional media when striking some valuable deals with Media Hub. These benefits can in essence be passed on down to the clients.
 

组织的一般环境和竞争环境———Organization’s general and competitive environment
 

SWOT 分析———SWOT Analysis
 

Strengths
 

A 360-degree brand stewardship is a comprehensive approach used by Prisma on their every assignment. They don’t only focus on tasks before the release of the advertisement or promotional campaign but also takes care of the post release activities such as release coordination, post release evaluation a committed watch on the competition of the clients’ etc.#p#分页标题#e#

Prisma has a separate Media department. The media department is in charge of creating a media plan and coordinates releases which dictate when the ad will aired or published and how much the cost is going to be incurred or the amount the client is willing to pay dictates the media planning for the product. After the advertisement is released it is up to the media department to track if the advertisement is being played as per the media plan and if not they find out why not and communicate the information to the agency and the client. If the release is following the media plan then the reactions of the consumers must be evaluated.
 

Prisma’s media department is further divided into Television, FM and print making it easier for employees to focus on one particular media to make better media plans and monitoring releases.Prisma has been working with all FM stations in Nepal and is thus able to communicate advertisings to all corner of Nepal even where television and newspaper cannot reach. Prisma is able to impart benefits to its client that it gets from the strategic alliance created with other specialized groups and bodies such as Media Hub, AC Nelson, Ogilvy and Mather, Neel Barahi etc.
 

Weakness
 

One of the basic weakness of advertising agency is they cannot work for two different clients who are involved in producing same product.Being a fully fledged agency, sometimes they are bound to work with the clients they want to avoid.
 

Opportunity
 

Increase in the quality of work for an advertising agency due to the technological advancements in graphic designing. Before the introduction of graphic designing the advertisement were usually handmade and took a lot of time to be edited and completed.Due to the exposure of products in the media there is a changing pattern of consumers buying behavior.Emerging new products and services in the market.
 

Threats
 

Increasing media options creates difficulty in selecting and scheduling the media vehicles.Increasing number of advertising agency in the market.Political instability and electricity instability has had an adverse effect on the advertising business and lead to decrease in the advertising budget.
 

行业分析———Industry analysis
 

现有企业之间的竞争———Rivalry among existing firms
 

When analyzing an industry it is best to look at the intensity or level of competition. It is a brilliant starting point in analyzing any industry because the level of competition can give a better analysis of entry barriers. If an industry is easy to enter then it would leads to an increase in the number of people competing for the same market shares i.e. competition which would ultimately lead to the high competitive rivalry for survival. For example if the switching cost from coke to real fruit juice or other substitute product is low or negligible then there would be high competition between them. High competitive rivalry is generally due to the following reasons:#p#分页标题#e#
 

There is an increase in the numbers of competitors and competition drives the rival firms to become more or less similar in size and capability.The environment in which the industry operates also dictates the intensity of rivalry among its existing firms as it is lures competitors into boosting their unit sales volume by using price cuts or other competitive weapons.

Rivalry is stronger when customer’s cost to switch brands is low.If exit barriers are high, or if the competitors have high stakes in staying in the segment.
 

In the advertising industry, the rivalry among the existing firms is intense because they have similar target customers, similar financial and managerial capabilities. All the agencies are fighting to attract the clients towards their agencies. Moreover the rivalry is fiercer due to the customization of services that agencies offer. What one agency can do, can be easily copied by the other? The suppliers to the agencies are more or less the same group of people making the quality of work output similar except for the creative execution. Thus agencies today are facing strong rivalry within the industry.
 

供应商的讨价还价能力———Bargaining power of suppliers
 

Suppliers also contribute an essential part in the success of an organization. Raw materials are needed to complete the end product of the organization. The suppliers can influence an industry and this power of influence comes from:
 

Being the only supplier or one of few suppliers who supply a particular raw material.Having high switching cost for an organization to move from one supplier to the nextHaving no other substitute for the product they bring to the table.Suppliers have market power only when there are only a few suppliers who supply that particular material and users are anxious to get their hands on them that the suppliers can draw up terms that are more favorable to them. Bargaining power for suppliers grows weak when there are good substitutes available for the item they provide and buyers find it neither costly nor difficult to switch their purchases to a supplier of alternative items. The time when a supplier is able to provide a component at a cheaper price than at what costs the industry can make them is when a supplier is most powerful.
 

For the advertising agencies, suppliers like the media houses have a considerable bargaining power. Media giants like Kantipur have a very high bargaining power. However, other smaller firms like Rajdhani have comparatively very low bargaining power. This power mainly depends on the popularity and the coverage of the media. For example to publish an advertisement in Kantipur is more costly then to publish the same article with the same space in Rajdhani.
 

买方的讨价还价能力———Bargaining power of buyers#p#分页标题#e#
 

In certain circumstances the buyers i.e. customers can exert influence and control over how an industry operates. For example the environment conscious people have influenced multinational corporations to take part in the social and environmental causes so as to attract new customers and retain old ones. The bargaining power of buyers is usually seen when:

The buyers’ switching cost is comparably lower to move on to competing brands or substitutes.The buyer purchases a large percentage of the industry’s output.The buyers’ are well well-versed about the seller’s products, prices and costs.
 

In contrast buyers have weak bargaining power when they buy infrequently or in small quantities and when they face high costs to switch brands.As far as an advertising industry is concerned buyers are individuals, are not usually organized, are geographically dispersed, switching costs are low and product differentiation is low. Thus an ad agency should be able to retain the buyers (clients) by providing excellent account management and upscale service at a justifiable cost. Buyers can easily switch to other agencies if not handled carefully.
 

替代产品/服务的威胁———Threat of substitute product/services
 

Firms from two different industries can be having an intense competition with one another because their particular products are a good substitute for each other. There are three elements determine the strength of the competition from substitute products:
 

Whether attractively priced substitutes are available.Whether the substitute is judged as satisfactory by the buyer in terms of quality, performance and other attributes.Whether buyers can switch to substitute easily.In the advertising industry the threat from substitute is very low. This is due to the fact that out of the four Ps of marketing advertising comes in the Promotion segment. Whatever is done for the promotion of goods and services all are managed by the advertising agencies, may it be PR campaigning, POPs production, sales promotion, etc. thus, the threat from substitutes is very low for this industry.
 

新产品的威胁———Threat of new entrants
 

There is a high possibility of new companies opening in an industry with low entry barriers because it is much easier to enter. The most attractive section is one in which entry barriers are high and exit barriers are low. Few new firms can enter the industry and poor-performing firms can exit with much ease.
 

There is a moderate entry barrier in the advertising industry because a considerable amount of investment is required in the initial stage itself. An exit barrier in the advertising industry is high because of the high fixed cost involved. Most of the smaller ad agencies are started by executives who have worked with the top agencies and have a good networking relationship with the corporate houses. So when they leave and go to start their own agencies the client base is also taken at times which is the major threat faced by agencies at the present.#p#分页标题#e#
 

利益相关者的相对权力———Relative power of stakeholders
 

A stakeholder can be a person, group, organization, or system who affects or can be affected by an organization's dealings. In an advertising industry stakeholders are people who are involved in the advertising process either directly or indirectly. In an advertising industry stakeholders like the government and other legal institutions have a high bargaining power.
 

Advertising Association of Nepal (AAN) is an umbrella organization for all the ad agencies in Nepal and has a moderate bargaining power. It doesn’t interfere in the ad process of the agencies. However, it establishes some bargaining power by implementing standards to be maintained and giving awards to the best advertisements published.
 

The target audience/ Consumer for the advertisements also have a relatively high bargaining power as the ads are targeted towards them. Thus a low response from them may instigate the agencies and the clients to rework on the advertising messages.