A REPORT

ON

COMPETITIVE STUDY OF LLE

V/S

OTHER BRANDS

Project Report submitted for the fulfilment of the requirement for the Degree of

Master of Business Administration (MBA)

SUBMITTED BY
NAME-KHADOLIA UDIT
ROLL NO-

Brij Mohan Institute of Management & Technology

Khalikpur, Distt. Jhajjar (Near Farukhnagar, Gurugram) – 124103
Brij Mohan Institute of Management & Technology

Approved by AICTE, Ministry of HRD, Govt. of India Affiliated to Maharshi Dayanand

University (MDU), Rohtak

Khalikpur, Distt. Jhajjar (Near Farukhnagar, Gurugram) Haryana Ph. 0124-4057653, 322500,
09717098915, 09927025045 Fax: 011-66173969

E-mail: [email protected] Website: www.bimt.edu.in

Ref. No. BIMT/2019 Date - 12/09/2019

DECLARATION

I, Khadolia Udit, Roll No. _____________ of MBA (2018-20) of the, BrijMohan Institute
of Management & Technology, Khalikpur Distt. Jhajjar (near Farukhnagar, Gurugram)
do hereby declare that the Project entitled as “COMPETITIVE STUDY OF LLE V/S
OTHER BRANDS” is an original work and the same has not been submitted to any other
Institute for the award of any other degree.The interim report was presented to the Faculty
Supervisor on _______ and thepre-submission presentation was made on _______. The

feasible suggestionshave been duly incorporated in consultation with the Supervisor.

Signature of the Faculty Supervisor Signature of the Candidate

 ACKNOWLEDGEMENTS

The internship opportunity I had with Laqshya Live Experience was a great chance for
learning and professional development. Therefore, I consider myself as a very lucky
individual as I was provided with an opportunity to be a part of it. I am also grateful for
having a chance to meet so many wonderful people and professionals who led me though this
internship period.

Bearing in mind , I am using this opportunity to express my deepest gratitude and special
thanks to Mr. Raj Saini (Assistant General Manager- Creative Head) who in spite of being
extraordinarily busy with his duties, took time out to hear, guide and keep me on the correct
path and allowing me to carry out my project at their esteemed organization during the
training.

I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperation with
all of you in the future.

Khadolia Udit
 CONTENTS

EXECUTIVE SUMMURY 7-8

CHAPTER 1 9
BRIEF ABOUT THE FIRM

ORGANISATIONAL CHART OF THE FIRM 10

GROWTH OF THE ORGANISATION 11

OBJECTIVES 12

CHAPTER 2 13-14
REVIEW OF LITERATURE

CHAPTER 3 15-16
METHOLODOGY

CHAPTER 4 17-18
DETAILS OF INTERNSHIP

MAJOR COMPETITORS 19

GRAPHICAL REPRESENATION OF DATA 20-25

CHAPTER 5 26
CONCLUSION

FINDINGS 27

RECOMMENDATIONS &SUGGESTIONS 28
BIBLIOGRAPHY 29

ANNEXURE A-1 30

REFERENCE 31
 EXECUTIVE SUMMARY

I took this challenging report to find out the competitiveness between different media
group working in the market.My objective behind this report was to find out how the
system actually works.Further more I also came to know about certain new ways as to how
to influence the client by making comparisons betrween the different media groups.

Project work is something that every management student should carry out seriously at any
organization irrespective of their project they choose to do. This is a part of complete
management study and carrying out such a project work is required by the examination and
evaluation department of almost all the universities which is necessary for the partial
fulfilment of MBA course.

However, carrying and completing such a project work is not an easy task. One must be
careful before gathering the data required otherwise the very essence of the project will
get lost in the midway and the real and correct idea will remain unexposed before the
reader.

Laqshya Media Pvt. Ltd. was founded in 1997 with the vision of becoming a
knowledge-driven, innovative Indian enterprise that would revolutionize the
OOH advertising space. Since then, the company has grown and diversified,
offering enhanced media solutions that go beyond outdoor advertising. Aside
from a host of conventional, ambient and airport media solutions, Laqshya also
offers innovative advertising and communication solutions, experiential
marketing and creates unique intellectual properties in the events space.
Spearheaded by Alok Jalan (Managing Director) and with over 250 driven,
talented professionals, offices at over 25 locations in India, the Middle East and
Sri Lanka, and an exhaustive portfolio of clients in diverse sectors, the Laqshya
Media Group has become a leading name in the advertising industry not just in
India but also globally.

Laqshya Live Experiences was launched in 2014 as part of the Laqshya Media
Group & adds a whole new dimension to the portfolio of services offered by
them enabling them to create consumer engagement designs and experiences.
Operating out of 3 key LLE offices in Mumbai, Delhi & Bangalore and having
Laqshya Media Group offices in 20 other cities gives LLE tremendous reach,
operational strength and access in any market in the country today.

LLE as a team has over 500 events, more than 100 happy clients and innumerable
unforgettable experiences to their credit. The brand offers diverse and rich staff
skills spread across account management, operations and technical expertise,
creative and design in addition to the finance, IT, HR and other mandatory
departments required in an agency in the industry today. At the heart of Laqshya
Live Experiences lie their core values that include creating a great camaraderie
at work, due diligence, passion and commitment towards whatever they
undertake and a promise to creating new, delightful and unforgettable brand and
consumer experiences.

LLE has created a new record in the history of EEMAX as no independent agency has ever
bagged so many awards at one go. The awards won in diverse categories of events,
Activations, Mice, Digital Integration, Rural, International, Exhibitions, CSR and for clients
such as Google, UltraTech, ICICI Prudential, Facebook, Times of India, Lodha Group and
many more.
On occasion, Navneeth Mohan, CEO, LLE said , "Retaining No.1 position in India for 4th
year in a row displays the consistency and innovation in our approach. We are really thankful
to EEMAX Global for recognizing our hard work. The backbone of our journey in the last 5.5
years is our key clients and the entire LLE Tribe working in tandem towards a unified goal.
We are still grounded, passionate as always and hungry as ever to set new benchmarks."
 CHAPTER 1

BRIEF ABOUT THE FIRM

 HeadQuarters :Mumbai,Maharastra
 Annual Turn Over :500 cr+ net worth

 Vision & Mission of the company

VISION:

To be a knowledge driven and innovative indian company that is globally admired and locally
respected by its customers,employees ,venders and stakeholders

MISSION:

Emerge as the global leader with a portfolio of valuable media assets,unmatched knowledge
base and innovative solutions that continually power the out of home media space

Major Products & Services

 Outdoor solutions
 Hyderabad Airport Branding
 Events
 Digital Tempus
 Outdoor Assets
ORGANISATIONAL CHART OF THE COMPANY

General Manager

DGM CREATIVE AGM IT+ADMIN

GROWTH OF THE COMPANY
 OBJECTIVES OF THE STUDY

The main objective of any business is to acquire larger market share, or higher percentage of
sales in the Industry. This could be only achieved by building a higher percentage of brand’s
loyal customers

Hence the objectives of the study are as follows

 To know what exactly a client offers

 To know what are the difficulties faced by the client
 To understand the peculiarities between the company & the customer
 To judge which promotional tool is effective to increase the awareness level among
the customer
 To understand/judge the level of awareness among the customer regarding the
services
 To determine whether brand name influences the customer in any way
 To understand the thin line of understanding between the company & the customer
 To understand the competitiveness among the different media groups.
 To understand and learn new ways to pitch the clients
 CHAPTER 2
REVIEW OF LITERATURE

Review of literature shows the previous studies carried out by the researcher in this field.
Previous studies are reviewed in order to gain insight into extent of research. The research
problem can be more understood and made specific referring to theories, reports, records and
other information made in similar studies. This will provide the researcher with the
knowledge on what lines the study should proceed and serves to narrow the problem. The
main objective of the study is to understand the client servicing of Lakshya Live
Experiences

Brand Evaluation by Customers: While evaluating a brand, consumers link the

performance of the functional attributes to the brand (Pitta and Katsanis 1995). Functional
attributes are the tangible features of a product. If a brand does not perform the functions for
which it is designed, the brand will have low level of brand equity. Performance is defined as
a consumer’s judgment about a brand’s fault-free and long-lasting physical operation and
flawlessness in the product’s physical construction

Brand recognition: It related to consumers’ ability to confirm prior exposure to that brand
when given the brand a cue. It requires that consumers can correctly discriminate the brand as
having been previously seen or heard

Customer Satisfaction

Nigel F.Piercy (1996) in his study “The effects of customer satisfaction measurement: the
internal market versus the external market” Reports some of the findings of a recent study of
the internal market effects of customer satisfaction measurement, and identifies a number of
ways in which use of customer satisfaction information have negative effects within the
organization, which may stand in the way of implementation of market strategies of service
and quality. This suggests a management agenda which extends far beyond the acquisition
of customer satisfaction data and reporting systems, to consider the full impact of such
measurement systems
Brand Loyalty

Loyalty is a core dimension of brand equity. Grembler and Brown (1996) define brand
loyalty as the attachment that a customer has to a brand and describe different levels of
loyalty. Behavioral loyalty is linked to consumer behavior in the marketplace that can be
indicated by number of repeated purchases or commitment to rebuy the brand as a
primary choice.

Cognitive loyalty which means that a brand comes up first in a consumers’ mind, when the
need to make a purchase decision arises, that is the consumers’ first choice. The cognitive
loyalty is closely linked to the highest level of awareness (top-of-mind), where the matter
of interest also is the brand, in a given category, which the consumers recall first.

Thus, a brand should be able to become the respondents’ first choices (cognitive loyalty)
and is therefore purchased repeatedly

Corporate social responsibility (CSR): It must be mentioned as another concept that is

influencing the development of brands nowadays, especially corporate brands as the public
wants to know what, where, and how much brands are giving back to society. Both branding
and CSR have become crucially important now that the organizations have recognized how
these strategies can add or detract from their value (Blumenthal and Bergstrom 2003).
CSR can be defined in terms of legitimate ethics or from an instrumentalist perspective
where corporate image is the prime concern

Brand Equity

Brand equity is defined as a set of assets and liabilities linked to a brand’s name and symbol
that adds to or subtracts from the value provided by a product or service to a customer.
However, many factors can be attributed to the value of the brand for example awareness,
recall and recognition. Brand equity as a differentiating factor that can influence consumers’
response to brand’s marketing activities. In an attempt to define the relationship between
customers and brands, the term brand equity in the marketing literature emerged There have
been different perspectives or considering brand equity; the customer-based perspectives, the
financial perspectives and combined perspectives.

CHAPTER 3
METHODOLOGY OF THE STUDY

The study is conducted empirically using only primary data. The primary data was collected
with the help of well-structured questionnaire. Around 50 potential customers were surveyed
via cold calling process to understand the brand awareness level of LLE & OTHER
BRANDS Industries in an around Gurugram and wider Delhi NCR.

All the persons interviewed were in the age group above 20 years. It has been deliberately
decoded to conduct the survey among this age group because they are the people who are
generally looking for events management jobs Many of these persons who were interviewed
are either have their own businesses or they are working professionals; few of them are
corporate managers also.

The details about the event market are collected from a few specialize media outlooks like
ENCOMPASS,CD SYEYEMS & LLE to name some

PRIMARY DATA :-

Primary data has been collected through questionnaires with the help of cold calling/by
direct interaction to 50 people randomly. The people interviewed were contacted over a
telephonic call and they were asked certain question about the brand. The questionnaire
was mostly related to the brand awareness towards LLE on different feature such as the
brand awareness,the competition level & many other things

SAMPLING:-
The sample of 50 has been chosen randomly from in an around Gurugram and Delhi NCR,
the people residing in an around Gurugram and Delhi NCR are considered as the population
for the study.

SAMPLE SIZE:-
The sample size of 50 is selected randomly. The study requires an in-depth survey approach.
And a keen observation in collecting data regarding the awaneness and the compeptitve
aspects of the media groups.These 50 persons who were interviewed were asked several
questions from a well-structured questionnaire over phone. Their in-depth knowledge and
interest in the brand have been assessed.

SAMPLING TECHINIQUE:-

Only simple random sampling technique is adopted in selection of the sample. In this
technique, each and every unit of the population has on equal opportunity of being selected in
the sample.

DATA COLLECTION PROCESS:-

Based on need and objectives, types of data required for study and other sources of data are
identified. All the primary data has been collected with the help of questionnaire.
 CHAPTER 4

DETAILS OF INTERNSHIP PROFILE

In my Internship I was working in Client Servicing and Business Development but

sometimes I also worked with the operations team

There are several Professional learnigs which are as follows

 Cordination with client and manpower

 Interation with client
 Preparing wrap up report
 Preparing event manual
 Brand activation
 Creating checklist
 Creating element list

I have been a part of Brand activation part which was of Samsung Galaxy note 9
and for Samsung galaxy A7 where I had to create wrap up report for galaxy
NOTE 9 workshop and also had to prepare manual for Galaxy A7 for two
locations separately and my work was appreciated by the authorirties

I was working in client servicing department and Business Development where I

had to
 Provide regular updates to the client
 Cordinate internal projects
 Approaching potential clients

In the last week of the Internship ,I had attended two projects.One is of Samsung
and the other is of Plaza Premium and for Samsung charters meet I was only

client face from my organsiation and I handled it very well.After that I had lloked upon
one more project where

I had to book the hotel.Thus there were many things which I learned in this week.More
over I also had to do the closure of the Samsung A7 event.I also worked for Samsung
Enterprise Expo and Samsung Charters meet.
17
 MAJOR COMPETITORS

 Fountain Head
 Encompass Event
 Salt Experiential
 Showtime Event
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 SOCIAL MEDIA PRESENCE

Laqshya live experience is present on all media platform.The organization has its own
FAQs available online so that it becomes easy to stay updated with all the events of the
company

https://www.facebook.com/LaqshyaLiveExperiences

https://twitter.com/LaqshyaLiveEx

Graphical Representation of Data & Its Analysis

A detailed qualitative survey has been conducted for this project study of brand
awareness of Lakshya Live ExperiencePvt. Ltd. via telephonic cold calling process with a
sample size of 50 in the vicinity of Gurugram, Haryana. People were contacted and asked
few questions from the prepared questionnaire. The questions as well as their responses
have been recorded in data sets for further analysis which is given below

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Question 1 – Have you heard about the brand name LLE?
Sample Size – 50 (Random Sampling)

Frequency Calculation Percentage

Yes 19 19/50*100 38%

No 31 31/50*100 62%

Heard About Brand

No Yes

Question 2 – What is your opinion about the brand LLE ?

Sample Size – 50

Frequency Percentage

Positive 22 44%

20
 Negative 13 26%

Neutral 15 30%

Survey Opinion About Brand LLE

50%

44% 44% 44%

40%

30% 30% 30% 30%

26% 26% 26%

20%

10%

0%

General Survey Opion About The

Positive Negative Neutral

Brand

Question 3 – Which brand comes to your mind when I say Events?

Sample Size – 50

Frequency Percentage

Encompass 22 44%

LLE 15 30%

21
 Showtime event 12 24%

Salt Expential 1 2%

Encompass LLE Showtime Salt Expential

Question 4 – Whom would you like to collaborate for an event?

Sample Size – 50

Frequency Calculation Percentage

SHOWTIME 11 11/50*100 22%

22
 ENCOMPASS 24 24/50*100 48%

LLE 15 15/50*100 30%

Question 5 – Would you like to go for a new brand in the event market ?
Sample Size – 50

Frequency Calculation Percentage

Yes 21 21/50*100 42%
No 29 29/50*100 58%

YY

NO YES

Question 6 – Do you always prefer established branded events bodies?

Sample Size – 50

Frequency Calculation Percentage

Yes, Always 22 22/50*100 44%

No 8 8/50*100 16%
23
 Sometimes 12 12/50*100 24%

Rarely 8 8/50*100 16%

RARELY

YES ALWAYS
SOMETIMES

NO

Question 07 – Are you satisfied with the current service ?

Sample Size – 50

Frequency Percentage

YES 14 28%

24
 NO 36 72%

28% 72%

CHAPTER 5

CONCLUSION
Working on this project of competitive study of LLE v/s Other brands was a great
learning experience for me personally. Despite working for only a short span of few
months and conducting survey with a small questionnaire, this project helped me to
understand customer’s point of view towards the brand LLE and all its rivals.

25
Building up a brand is a central feature of consumer marketing, they are important in
building long-term relationships with the consumer, irrespective of the type of market.
Investing heavily in brand builds up consumer confidence and loyalty and allows for
brand stretching. All these exercises of building up a brand requires a long-term strategy
to be followed. Only few brands have emerged as truly global and they value their brand
values to a great extent.

In order to conclude my research on LLE v/s Other brands, I would like to say that a
large number of people are not aware of the Brand LLE because it is new in the market.
It has to heavily invest in its marketing strategy to become a well-known brand in the
market which is also quite new.

A larger number of customers in and around Gurugram or Delhi NCR do not know
about the brand. They haven’t heard of this brand or any of its services. Thus, LLE can
invest in increasing its outreach with the help of mass media like television, internet, In
the age of digitalization, the company can also reach out to potential customers via
social media platforms. They can run many successful paid advertisement campaigns on
YouTube. Alternatively, they can also use the conventional marketing tools like hoarding
and bill-boards to increase brand awareness. Thus, LLE should channelize its energy
towards marketing in the in right direction to target the right population in order to gain
some market share over other brands.

FINDINGS

 In this project to know the competitiveness of LLE V/S OTHER BRANDS a

sample size of 50 was chosen randomly, when the respondents were asked about
the brand LLE or not ,31 out of 50 never heard about the brand name & the rest
19 heard the name. Hence, 62% of people had never heard about the brand which
means that the services of LLE is still not well-recognised and to some extent is
little unpopular product among the people
26
 In the general survey when 50 people asked about what do they think of LLE ?
How do they perceive this brand or what opinions they have ? Some mixed
responses came to the forefront. 44% people among them have said that they have
a positive opinion about the brand.

 When 50 potential leads were asked that what comes in mind when you talk about
events? They responded with different answers. Their answers have been summed
up in the above pie chart. 44% of them responded that they always preferred
ENCOMPASS and 30% preferred LLE.

 In the general survey when 50 people asked about would they go for a new brand
in the event market? 21 out of 50 said yes while 29 said no ,hence 42% were in
favor for a new brand and 58% were not in favor of a new brand

 It has been found in the survey that a large number of people are not satisfied
with the services. Only 28% people among all are satisfied with the
services,Rest 72% are not satisfied with the services.

 However, all of them have said that they have heard about LLE brand, but they
do not know any service specifications.

RECOMMENDATIONS & SUGGESTIONS

Suggestions are done on the findings of the project and analysis of data
collected through questionnaire

 In order to promote sales in a highly competitive Event market LLE should

think of providing attractive schemes such as cash discount, complementary
gift, lucky draws, etc. to its customers or prospective customers.

27
 Customers should be regularly contacted to ask them if they are facing any
problems with the services as because after sale services and customer relations
matters a lot in improving and creating brand image.

 LLE should ensure customers satisfaction by giving them proper knowledge

about their products and services. E-brochures as well as hard copies of the
brochure plus user manual should be made available to the customers for their
complete satisfaction. In this way, LLE can build its credibility among the
customer base which will help in developing a brand value.

 Advertising plays a very important role in increasing the awareness and in

reminding the customer about the products and services offered by LLE brand.
Hence the advertisements about the firm and its products and services must be
aired on local T.V channels as well as in newspapers and magazines.

 Customers should be regularly contacted make them aware of the new services
because after sale services and customer relations matters a lot in improving and
creating brand image.

BIBLIOGRAPHY

1. Farquhar (1991)3,” Recognizing and Measuring Brand Assets”, Marketing

Science Institute, Cambridge, MA

2. Kotler, Philip (2000), “Marketing Management”. The Millennium Edition,

Upper Saddle River, Prentice Hall.

28
 • Few References were also taken from the following sources;

i) Google Scholars

ii) LLE Website

https://www.facebook.com/LaqshyaLiveExperiences

https://twitter.com/LaqshyaLiveEx

ANNEXURE
A-1

1. When was Laqshya founded?

Laqshya was founded in 1997

2. Who is Laqshya's CEO?

Laqshya's CEO is Sai Nagesh

29
 3. How much funding does Laqshya have?

Laqshya has historically raised $0 in funding

4. Where is Laqshya's headquarters?

Laqshya's headquarters is in Mumbai Maharashtra, IN

5. How many employees does Laqshya have?

Laqshya has 473 employees

6. Who are Laqshya's competitors?

Laqshya's top competitors are Times ooh media, JCDecaux, Justooh

REFERENCE
I am using this opportunity to express my deepest gratitude and special thanks to Mr. Raj
Saini (Assistant General Manager- Creative Head) who in spite of being extraordinarily
busy with his duties, took time out to hear, guide and keep me on the correct path and
allowing me to carry out my project at their esteemed organization during the training.

Further more website has also been look into

laqshyagroup.com

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