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A Project Report
On
Advertising Strategy
Of
BARNWAL & BARNWAL Co.
In the Partial fulfilment of the requirement of MBA programme under
the Faculty of Management Studies

Submitted By-
SIMRAN SINGH
(19MBA128)

PROJECT REPORT
2020-2021

NARAYANA ACADEMY OF MANAGERIAL EXCELLENCE

JAMUHAR, BIHAR
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DECLARATION

I, Simran Singh, Student of III Semester (MBA), Narayana Academy of

Managerial Excellence, Jamuhar, Bihar declare that the project on “Complete
Study on Advertising Strategy of a Business Advisory Firm” is the result of
my own efforts and it is based on data collected and guidance given to me.

I have prepared it during my Summer Internship from 22 nd February,

2021 and the project was completed on 8 th April 2021. This report is correct to
best of my knowledge and so far, has not been published anywhere else.

Simran Singh
MBA 3rd Semester
Roll No. 19MBA128
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PREFACE

It is said that without theory, practice is blind and without practice

theory is meaningless.

Hence practical training has been made integral part of the

management education in India. The summer training programmes are
designed to give a manager the future of the corporate happenings and work
culture.

It exposes the potential of the manager of the future to the actual tune of
the working environment present is dynamic organization.

Personnel management is that part of management concerned with the

people at work and with their relationships within the organization.

Training is the process of increasing the knowledge and skill for doing a
particular job. It is an organized procedure by which people learn knowledge
and skill for a definite purpose. The purpose of training is basically to bridge
the gap between job requirements and present competency of an employee.
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ACKNOWLEDGEMENTS

The completion of this study would have been impossible without the
material and moral support from various people. It is my obligation therefore
to extend my gratitude to them. First of all, I thank the Almighty God for
giving me good health and guiding me through the entire course.

I am greatly indebted to Mr. SAMBHU BARNWAL, C.E.O.,

BARNWAL & BARNWAL Co. who was my supervisor for his effective
supervision, dedication, availability and professional advice. I extend my
gratitude to Professor DR. ALOK KUMAR (Dean) & Faculty Mentor Miss
PAMMI KUMARI, Asst. Professor, Narayana Academy of Managerial
Excellence, Jamuhar, Bihar who guide me during my project work, therefore
enriching my research with knowledge. My appreciation finally goes to my
classmates with whom I weathered through the storms, giving each other
encouragement and for their positive criticism.
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EXECUTIVE SUMMARY

As the requirements for the management program, MBA students have

to undergo summer training at an industry level for 45 days. I have got that
opportunity to this project from BARNWAL & BARNWAL Co.

As a part of my project work, I worked on the topic “Advertising

Strategy of BARNWAL & BARNWAL Co.”

Project Report is divided into 2 parts viz: organization ‘s operational

procedure study and market research and project work done for the clients of
BARNWAL & BARNWAL Co.

The initial part of this report is done from the basic information of the
company which includes General information about the company which
consists of its history and development and the information about its all-
functional areas.

The later part is of the specialization area. This part starts with back
ground of the study of the project report. The part contents the literature
review about the advertising.

In the last part, it is the detailed description of how to advertise the

product, where I have prepared a list of knowledge, skills and attitude
required by employees working at different functional areas and doing a
project.

Projects are the back bones of the company and when projects are
undertaken employees from different departments come together and work as
teams for the completion of the project.

I had to go through a lot of work to understand the basics of

Advertising. Also, I had to go through the concept of advertising and how it’s
useful for the brands. It was a great learning indeed.
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CONTENT

Chapter 1 Page
1.1 Introduction 07
Chapter 2- Advertising & Publicity 08

2.1 Need for Advertisement 09-10

2.2 Nature and Scope 11-12
2.3 Features 13-14
2.4 Functions 15-16
2.5 Media and Advertising Approaches 17-18
2.6 Benefits & Limitations 19-20
2.7 Research Methodology 21-23
2.8 Designing advertising Campaign 24-30
Chapter 3
 Company Profile 31-34
 Products

 Digital Signature Certificate 35-38

 Trademark Registration 39-50

 ISO Certification 51-56
Chapter 4- Conclusion 57

CHAPTER 1
1.1 INTRODUCTION
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“The means of providing the most persuasive possible selling message to the right
prospects at the lowest possible cost”.
-The Institute of Practitioners in Advertising (IPA)

Advertising Management is a managerial process aimed at managing

the advertising activities of organization. It is one through which company’s
monitor and controls their advertisement programs for attracting target
audience. This is a process which uses different kind of media for selling
company products.

An Advertising Agency or ad agency is a service provider that works

for clients to create an effective and goal-oriented advertising campaign aimed
at representing the Company positively in the eyes of its target customers.

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 management is important process as it has an important

role in developing better image of companies in market and increases their
customer base. Without a proper advertising strategies and management
processes, all marketing campaigns and promotions may go in vain.

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.

CHAPTER 2
ADVERTISING & PUBLICITY
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Advertising is a paid form of non-personal presentation and promotion

of good, services and ideas by an identified sponsor whereas publicity is a
non-personal stimulation of demand for a product, services or business by
planting commercially significant news about it in published medium or
obtaining favourable presenting in media that is not paid by the sponsor. In
publicity, the medium passing the massage is not the actual sponsor like any
kind of remark appearing in newspaper about a product or service.

According to Stanton, “Advertising consists of all activities in

presenting to a group a non-personal, oral or visual, openly sponsored
message regarding a product, service or idea”.

According to Kotler and Armstrong – “Advertising is any paid form of

non-personal presentation and promotion of ideas, goods and services
through mass media such as newspapers, magazines, television or radio by an
identified sponsor”.

2.1) NEED FOR ADVERTISEMENT

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Advertisement plays a major role in every walk of life. The divergent

sections of the society may need advertisement for a variety of reason from
information sharing to consumer persuasion to decision making.

The paramount reason which may necessitate the use of advertisement

may be:
• Advertising is a way of communicating information to the consumer,
which enables him or her to comp are and choose from the products and
services available. Advertisement enables consumer to exercise their right of
free choice.
• Advertising is the most economical means by which a
manufacture or an institutional body can communicate to an audience
whether to sell a product or promote a cause of social welfare such as a civic
drive or an immunization programme.
• Advertising, being a necessary means of communication is an
inseparable part of speech. Any restriction on the right to recommended
legitimate goods, services or ideas in public will diminish the fundamental
right of the freedom of speech.
• Advertising can help in improving the economies of developing
countries. Advertising stimulates increases in production and consequently
generates more employment.
• Advertising is an essential and integral to the marketing system.
It is sometimes maintained that the marketing system is nothing but the
consequent of a country’s social and economic growth. The fact is that
advertising is the main key tool used to a country’s growth.

The basic concept based on ‘Telling and Selling’. One of the ‘5 M’s of an
advertising program is Measurement. It denotes how the results should be
evaluated. Measurement can at best be done around an audience/ customer ’s
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ability to recognize and recall the advertisement and the total impact formed
them by the overall image of the company that finally influence the purchase
behaviour of the customer.

2.2) NATURE AND SCOPE

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Advertising is a growing business in India today. It has been gaining

importance in our economy. The role which advertising plays continues to
increase in significance year after year.

The host of new products marketed, the expenses and the risks
involved in launching them, and the low cost of personal selling are among
the conditions which have placed a heavy responsibility on the advertising
industry.

In India, with its growing productive capacity and output, there is a

need for finding consumers for this growing output, and advertising plays an
important role in the process of moving the goods from the producers to the
consumers.

With mass marketing to distribute the output of our production, the

gross national product may increase to a considerable extent. Advertising
helps to increase mass marketing while aiding the consumer to choose from
amongst the variety of products offered for his selection. It was only in the
latter half of the 19th century, that mass advertising, as we know it today,
came into being.

Mass production became a reality, and channels of distribution had to

be developed to cope with the physical movement of goods, creating a need
for mass communication to inform consumers of the choices available to them.
This development was accelerated by increasing literacy.

In India, advertising as a potent and recognised means of promotion

was accepted only 25 years ago. This delay is obviously attributable to late
industrialisation in our country. But today India has also emerged as an
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industrial nation, which is quite evident from the nature of the advertisements
that appear regularly in local as well as national papers.

In India, advertising as a profession is in its infancy. Because of this fact,

there is a tremendous scope for development so that it may be productively
used for the benefit of producers, trader’s consumers, and the country’s
economy.

2.2) FEATURES
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1. Provides information – The main feature of advertising is to provide

information about the product to potential buyers. It provides details like
features, uses, prices, benefits, manufacturer’s name and instructions for using
the product effectively.

2. Paid communication – Businesses select, assign and pay advertisers for

preparing advertisements that include the size, slogan, etc. These advertisers
are asked to prepare a design or format of the advertisement as per the
products and requirements of the businesses.

3. Non-personal presentation – Advertisement is a non-personal

presentation, which means that media tools like television, radio, newspaper,
etc., are considered that reaches out to a large number of people.

4. Publicity – As advertisement provides information about the product;

advertising provides publicity to goods, services and ideas. Advertising
provides flow and movement of information with the aim of increasing public
awareness of a subject. For example, Hindustan Unilever Ltd. (HUL)’s Project
Sunlight has recently launched ‘Bright Future Speeches’ wherein the Indian
youth raises concerns about the need for sanitation and hygiene through films
and television advertisements (HUL, 2014).

5. For persuasion – The main feature of advertising is to persuade and attract

potential customers to new ideas that lead to probable sale of products. This
means that the information needs to be believable and convincing that the
product is better than their competitive products.

6. Target oriented – Advertisements are developed that caters to the needs

and wants of target customers and markets. Advertisements depict target
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customers and markets by relevant characters, themes, props, slogans, select

storylines and so on. For example, protein health drinks like Horlicks,
Complan, etc., are targeted towards children representing young urban India
and emotions are targeted towards excelling in studies, sports and tackling
competition.

7. Creativity – Creativity plays a critical role in advertising, which involves

presenting a product in an artistic, attractive and agreeable manner.

2.3) FUNCTIONS

Advertising performs a number of functions, which are mentioned as follows:

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i. Updating the target audiences about a new product

ii. Helping the customers to know about the new uses of a product

iii. Rectifying the false impressions

iv. Informing the target audiences about any change in price

v. Minimizing the fears of customers about faults in a product or service

vi. Providing details about the functioning of a product

vii. Building the brand image

viii. Persuading the customers to buy the product

ix. Convincing the customers to make a purchase decision

x. Encouraging the customers to switch over the desired brand

xi. Persuading the customers to be receptive for sales calls

xii. Altering the perceptions of the customers about the attributes of a product

xiii. Reminding the customers about the product

xiv. Making the customers aware about the seasonal role of products, for
example, the working of air conditioners
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xv. Making the customers memorize the place from where the product can be
purchased.

2.4) MEDIA AND ADVERTISING APPROACHES

Digital signage also offers the unique ability to see the target audience
where they are reached by the medium. Technological advances have also
made it possible to control the message on digital signage with much
precision, enabling the messages to be relevant to the target audience at any
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given time and location which in turn, gets more response from the
advertising.

Digital signage is being successfully employed in supermarkets.

Another successful use of digital signage is in hospitality locations such as
restaurants and malls. Advertising on the World Wide Web is a recent
phenomenon. Prices of Web-based advertising space are dependent on the
“relevance” of the surrounding web content and the traffic that the website
receives.

Reasons for online display advertising: Display ads generate awareness

quickly. Unlike search, which requires someone to be aware of a need, display
advertising can drive awareness of something new and without previous
knowledge. Display works well for direct response. Display is not only used
for generating awareness, it’s used for direct response campaigns that link to a
landing page with a clear ‘call to action’.

E-mail advertising is another recent phenomenon. Unsolicited bulk E-

mail advertising is known as “e-mail spam”. Spam has been a problem for e-
mail users for many years. A new form of advertising that is growing rapidly
is social network advertising. It is online advertising with a focus on social
networking sites. This is a relatively immature market, but it has shown a lot
of promise as advertisers are able to take advantage of the demographic
information the user has provided to the social networking site.

More advanced mobile ads include banner ads, coupons, Multimedia

Messaging Service picture and video messages, advergames and various
engagement marketing campaigns. A particular feature driving mobile ads is
the 2D Barcode, which replaces the need to do any typing of web addresses,
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and uses the camera feature of modern phones to gain immediate access to
web content.
However, some companies oppose the use of their brand name to label
an object. Equating a brand with a common noun also risks turning that brand
into a genericized trademark – turning it into a generic term which means that
its legal protection as a trademark is lost. Controversy exists on the
effectiveness of subliminal advertising, and the pervasiveness of mass
messages.

2.6) BENEFITS & LIMITATIONS

 Benefits of Advertising:
Advertising benefits to all may it be manufacturer, wholesaler, retailer,
customer, salesman or community in the following ways:
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a. It helps easy introduction of products into the markets.

b. It helps to create an image and reputation not only of the product but
also of the advertiser.
c. It helps to establish a direct contact between manufacturers and
consumers.
d. Easy sale of the products is possible since consumers are aware of the
product and its quality.
e. The reputation credited is shared by the wholesalers and retailers and
alike.
f. It provides an opportunity to the customers to compare the merits and
demerits of various substitute products.
g. It helps in increasing the consumer knowledge about the product.
h. This is perhaps the only medium through which consumers could know
the varied and new uses of a product.
i. Modern advertisements are highly informative.
j. Advertising prepares necessary ground for a salesman to begin his
work. Hence sales efforts are reduced.
k. The contact established with the customer by a salesman is made
permanent through advertising.
l. Advertising in general is educative in nature.
m. Advertising leads to large scale production creating more employment
opportunities.

 Limitations of Advertising:
Though advertising is one of the most frequently used medium of promo-
tion of goods and services, by most of the production houses, it has some
demerits too:
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i. Less Forceful – Advertising is a non-personal form of

communication and thus, is less forceful than personal selling, as
there is no compulsion on the prospect to pay attention on message.
ii. Lacks Feedback – The effectiveness of advertising message is very
difficult to evaluate as there is no immediate and accurate feedback
to the message that is delivered.
iii. Inflexibility – Another limitation of advertising is that it lacks
flexibility. Advertising messages are standard one and are not tailor
made to suit the requirement of the different customer group.
iv. Less Effective – As the volume of advertising is increasing it is
becoming less effective.

2.7) RESEARCH METHODOLOGY

INTRODUCTION:

Research methodology is a way to systematically solve the research

problem is to how research is done scientifically. It consists of the different
steps that are generally adopted by the researcher to the study his research
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problem along with logic behind them. It is necessary to the researcher to

develop certain tests.

RESEARCH DESIGN:

Research design is a plan to answer whom, when, where, and how the
subject under investigation conceived so as to obtain answers to research
questions. The type of research design involved in this study is descriptive
research studies.

DESCRIPTIVE RESEARCH STUDIES:

Descriptive research studies are those studies, which are concerned

with describing the characteristics of a particular individual, or of a group,
whereas diagnostic research study determine the frequency with which
something occurs or its association with something else. The studies
concerning whether certain variables are associated are example of
diagnostic research studies. As against this, study concerned individual,
group or situation are all example of descriptive research studies. Most of
the social research studies come under this category from the point of view
of the research design.

DATA COLLECTION METHOD:

In this research, internal and external source of data are used. Collected
raw materials through facts and figure of researcher’s works. Collecting
data from company records and document, these are all internal data and
other data are external. In data collection, there are 2 types-

 Primary Data
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It is a source of collecting data by first-hand information through

observation, direct communication or personal interviews of respondent’s
customers. In this, questionnaire is used for conducting personal
interviews and for collecting the data.

 Secondary Data

It is collected from standard books, internal sources, magazines and

newspapers and also collecting data from external and internal sources
from the company annual reports, company additional profile and
company internal website.

RESEARCH INSTRUMENTS:

Instrument: Questionnaires (personal administered)

Instrument Design: Both open ends enclose ended

Question and used in questionnaires.

Questionnaire Design

A well-structured questionnaire was used for this study. The types of

questions used in the questionnaire were open-ended, multiple-choice and
Dichotomous questions.

1. Open-end questions are questions, which are entitled to give a free

response to their choice.
2. Multiple-choice questions are question, which contain a list of
answer and permit the subject to select the best answer.
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2.8) DESIGNING ADVERTISING CAMPAIGN:

An advertising is an organized series of advertising messages. It has
been defined as "a planned, co-ordinate series of promotional efforts built
around a central theme and designed to reach a specified goal." In other
words, it is an orderly planned effort consisting of related but self -
contained and independent advertisements. The campaign may appear in
one more medium. it has single theme or keynote idea and a single
objective or goal. Thus, "a unified theme of content provides psychological
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continuity throughout the campaign while visual and oral similarity

provide physical continuity. In short run, all campaign wants pre-
determined psychological reaction in the long run, practically all
campaigns have sales goal. The series of advertisements used in the
campaign must be integrated with the sale’s promotional efforts and with
the activities of the sales force. Campaign varies in length some may run
only for a few days, other for weeks, yet other for a season or the entire
year. Usually, a range of 3 to 6 months includes many campaigns. Many
factors influence campaign length such as competitors advertising media,
policies, seasonal falls curves of the product involved, the size of the
advertising funds, campaign objectives and the nature of the advertisers
marketing programme.

OBJECTIVES OF CAMPAIGN

The advertising campaign, especially those connected with the

consumers aims at achieving these objectives:

i) To announce a new product or improve product.

ii) To hold consumers patronage against intensified campaign use.

iii) To inform consumers about a new product use.

iv) To teach consumers how to use product.

v) To promote a contest or a premium offer.

vi) To establish a new trade regional, and

The institutional advertising campaign on the other hand, have these

objectives.

i) To create a corporate personality or image.

ii) To build a company prestige.

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iii) To keep the company name before the public.

iv) To emphasize company services and facilities.

v) To enable company salesman to see top executive consistently when

making sales calls, and

vi) To increase friendliness and goodwill towards the company.

STAGE IN ADVERTISING CAMPAIGN

Several steps are required to developed an advertising campaign the
number of stages and exact order in which they are carried out may vary
according to an organisation’s resources, the nature of its product and the
types of audiences to be breached. The major stages/step are:

a. Identifying and analysing the advertising.

b. Defining advertising objects.
c. Creating the advertising platform.
d. Determining the advertising appropriation.
e. Selection media plan.
f. Creating the advertising message.
g. Evaluating the effectiveness of advertising.
h. Organizing of advertising campaign.
i) Identifying & Analysing the Advertising target:

Under this step it is to decide as to whom is the firm trying to reach

with the message. The advertising target is the group of people towards
which advertisements are aimed at four this purposes complete
information about the market target i.e., the location and geographical
location of the people, the distribution of age, income, sex, educational
level, and consumers attitudes regarding purchase and use both of the
advertising product and competing products is needed with better
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knowledge of market target, effective advertising campaign can be

developed on the other hand, if the advertising target is not properly
identified and analysed the campaign is does likely to be effective.

ii) Determining the advertising objectives:

The objectives of advertisement must be specifically and clearly defined

in measurable terms such as "to communicate specific qualities about a
particulars product to gain a certain degree of penetration in a definite
audience of a given size during a given period of time", increase sales by a
certain percentage or increase the firms market shares." The goals of
advertising may be to:

i) Create a favourable company image by acquainting the public with the

services offered available to the employees and its achievements.

ii) Create consumers or distributor awareness by encouraging requests

providing information about the types of products sold; providing
information about the benefits to be gained from use of the company's
products or services; and indicating how product (or services) can be used;

iii) Encourage immediate sales by encouraging potential purchasers

through special sales contests, getting recommendation of professional
people about company's products etc.

iv) It secures action by the reader through associating ideas, repetition of

the same name in different contexts, immediate action appeal.

3. Creating the Advertising platform:

An advertising platform consists of the basic issues or selling points

that an advertiser wishes to include in the advertising campaign. A single
advertisement in an advertising campaign may contain one or more issues
in the platform. A motorcycle producers advertising platform should
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contain issues which are of importance to consumers filling and such

issues also be those which the competitive product do not possess.

4. Determining the Advertising Appropriation:

The advertising appropriation is the total amount of money which

marketer allocates. For advertising for a specific time period. Determining
the campaign budget involves estimating now much it will cost to achieve
the campaigns objectives. If the campaign objectives are profit relating and
stated quantitatively, then the amount of the campaign budget is
determined by estimating the proposed campaigns effectiveness in
attaining them. If campaigns object is to build a particular type of company
image, then there is little basis for predicting either the campaigns
effectiveness or determining the budget required.

5. Selecting the Media:

Media selection is an important since it costs time space and money

various factors influence this selection, the most fundamental being the
nature of the target market segment, the type of the product and the cost
involved. The distinctive characteristics of various media are also
important. Therefore, management should focus its attention on media
compatibility with advertising objectives.

Media Form
1. Press Advertising or Print
i) Newspapers City, Small town, Sundays,
Daily, weekly, Fortnightly,
quarterlies, financial and
annuals, English, vernacular or
regional languages.
ii) Magazines General or special, illustrated or
otherwise, English, Hindi,
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Regional language.
iii) Trade & Technical Journals, Circulated all over the country
Industrial year books, commercial, and among the industrialist and
directories, telephone, Directories, business magnates.
references books & annuals.
2. Direct Mail Circulars, catalogues, leaflets,
brochures, booklets, folders,
colanders, blotters, diaries &
other printed material.
3. Outdoor or Traffic Poster and bills on walls,
railways stations platforms
outside public buildings trains,
buses.
4. Broadcast or radio and T.V. Spot, Sectional or national trade
cost
5. Publicity Movie Slides and films non-
theatrical and documentary
films metal plates and signs
attaches to trees.
6. House to house Sampling, couponing, free gifts,
novelties, demonstrations.

7. Dealer aids Counter and widows display

demonstration given by retailer
or the advertises goods.
8. Internet Today, Internet is a big spot for
advertising.

So, these are the media of the advertising campaign of the selecting of
the media.

6. Creating the Advertising Messages:

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This is an important stage of advertising campaign. The contents of the

message have to be very carefully drafted in the advertisement.
Characteristics of person in the advertising target influence the message
content and form. An advertiser must use words, symbols and illustration
that are meaningful, familiar and attractive to those persons. The type of
media also influences the content and form of the message.

7. Evaluating the Effectiveness of Advertising:

The effectiveness of advertising is measured for a variety of reasons:

a) To determine whether a campaign accomplished its advertising objects.

b) To evaluate the relative effectiveness of several advertisements to

ascertain which copy, illustrations or layout is best.

c) To determine the strengths and weaknesses of various media and media

plans.

In other words, measuring advertising effectiveness is needed to

determine whether proposed advertisement should be used and if they
will be now, they might be improved; and whether going campaign should
be stopped, continued or changed. In accomplishing these purposes,
protests and post-test are conducted. The former tests before exposing
target consumers to advertisements and the letter after consumers have
been exposed to advertisements and the letter after consumers have been
exposed to advertisements.

For an effective advertising programme, the advertising manager

requires a basic understanding of the medium that is going to carry it.
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CHAPTER 3
COMPANY PROFILE

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 P a g e | 31

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Without enough capital, no business person can executive their plans.

Several businesses get vanished every year just because of insufficient fund.
We can help these businesses getting the fund source - the lifeblood, and run
it successfully. Contact us for easy funding of your business.

 Accounts
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Improper accounting is not only dangerous for your business, but also can
lead you to government penalties and extremely bad consequences. Hire our
experts to get professional quality support and guidance on your business
accounting.

 Management

Managing all the departments of a business can be one of the biggest

challenges which can increase your overhead, affect workmanship and
productivity. We have years of experience creating solid management plan
that works. Hire us to get advice on management skill development service.

 Knowledge Build-up

Let it be customer psychology, a new technology, support service,

customer handing or anything else, your in-depth knowledge can help you
survive in every adverse situation. Hire our services to educate your team
with any type of requirement of knowledge build-up.

Values they hold –

a. Integrity:

They believe in being straight, honest and fair with their clients, their
people and their suppliers.

b. Dedication:

More attention; more commitment; more energy. They always strive to

achieve the highest standards in everything they do.

c. Curiosity:

They’re always curious. They listen. Because they believe that the only way
to generate new ideas is to have an open mind. They are never satisfied with
the status quo as there is always a better way.
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d. Innovation:

It lies at the heart of everything they do. And they use it judiciously to
respond to the consumers changing needs. They are always searching for an
outstanding business building idea.

e. Rapidity:

They believe that today time is more valuable than money. And their
approach to business stands testament to this belief. Rapid decision making
and flexibility go hand in hand when it comes to advertising industry.

PRODUCTS

 DIGITAL SIGNATURE CERTIFICATE

Digital signatures are a standard element of most cryptographic

protocol suites, and are commonly used for software distribution, financial
transactions, contract management software, and in other cases where it is
important to detect forgery or tampering.

The Information Technology Act, 2000 has provisions for use of Digital
Signatures on the documents submitted in electronic form in order to
ensure the security and authenticity of the documents filed electronically.
This is secure and authentic way to submit a document electronically. As
such, all filings done by the companies/LLPs under MCA21 e-Governance
programme are required to be filed using Digital Signatures by the person
authorised to sign the documents.

TYPE OF CERTIFICATES-

 Sign-
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Sign DSC can only be used for signing documents. The most
popular usage of is signing the PDF file for Tax Returns, MCA and
other websites. Signing via DSC gives the assurance of not only the
integrity of the signer but also the data. It is proof of untampered and
unaltered data.
 Encrypt-
Encrypt DSC can only be used to encrypt a document, it is
popularly used in the tender portal, to help companies encrypt the
documents and upload. You could also use the certificate to encrypt
and send classified information. Encrypt DSC is fit for e-commerce
documents, legal documentation and sharing documents that are highly
confidential and contains information that needs to be protected. We
are selling Encrypt certificate as a standalone product as well.
 Sign & Encrypt-
Sign & Encrypt DSC can be used for both signing and encrypting.
It is convenient for users who need to authenticate and maintain the
confidentiality of the information shared. Its usage includes filing
government form and application.

VALIDITY OF THE CERTIFICATE-

You could buy certificates with a validity up to three years. (The

validity is controlled by law, and you cannot buy certificates more than
three years and less than One year validity)
 Class 2 Digital Signature Certificate-
Class 2 Digital Signature (DSC) to individuals and organizations
DSC for both Indian and foreign applicant. The main function of this
certificate is to authenticate the details of the signer. It re-affirms the
already mentioned data of the user. It is used in various form-filling,
 P a g e | 36

online registration, email attestation, income tax filing and etc. More
uses of Class 2 Digital Signature Certificates are given below.
o MCA e-filing
o Income Tax e-filing
o LLP registration
o GST application
o IE code registration
o Form 16 etc.
 Class 3 Digital Signature Certificate
Class 3 digital signature certificate according to IVG guideline which
is more secure in comparison to class 2 certificate, this is the safest of all
certificates. It is used in matters of high security and safety. It is mainly
used in online trading and e-commerce, where a huge amount of money
or highly confidential information is involved. If you opt for class 3
certificate, all applications which are created for Class 2, should be able
to recognize your certificates. Following are the main functions of Class
3 certificates –
o E-tendering
o Patent and trademark e-filing
o MCA e-filing
o Customs e-filing
o E-procurement
o E-biding
o E-auction etc.
 PROCESSING METHODS-
Aadhar-Based Paperless DSC-
Any applicant who is an Aadhaar card holder can apply for
the Digital Signature Certificates in a paperless manner using,
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"Aadhaar Offline e-KYC'' procedure. Aadhar based KYC

verification process is paperless and digital knows your customer
(e-KYC) procedure, wherein the application is carried forward
after a digital verification of the applicant. The process of applying
for a DSC application to generate orders and downloading the
DSC is quick and can get completed within 15-20 mins.
PAN Based Paperless DSC-
By opting for the PAN-based Paperless DSC, the applicant
can save on the relative cost. The process of obtaining the Pan-
based Paperless DSC is easy, fast, and followed by a quick video
verification, where the applicant needs to reflect their PAN card in
the video. The best advantage of this Pan-based Paperless DSC
generated after e-KYC verification is that one can apply for this
type of DSC online anytime or anywhere, giving the applicant the
gift of global convenience.
GST Based Paperless DSC-
GST Based paperless Organisational DSCs (Digital Signature
Certificate) for Organisations having their exclusive GST
certificate. These certificates provide complete security by
ensuring confidentiality to the information or documents with
Digital Signature when shared digitally.
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 TRADEMARK REGISTRATION
A visual symbol like a word signature, name, device, label,
numerals, or combination of colours used by the owner of the
trademark for goods or services or other articles of commerce to
distinguish it from other similar goods or services originating from
different businesses. A trademark can be a word, symbol, logo, brand
name, wrapper, packaging labels, tagline, or a combination of these and
are used by manufacturers or service providers to identify their own
products and/or services. It is used to distinguish the owners’ products
or services from those of its competitors
In India, trademarks are protected both under statutory law and
common law. The Trade and Merchandise Marks Act, 1940 (“TM Act,
1940”) was the first law in this regard in India, which was replaced later
by the TM Act, 1958. The Trade Marks Act, 1999 (“TM Act”) - which has
replaced the TM Act, 1958 - came into effect on September 15, 2003 and
is in compliance with the TRIPS obligations. The TM Act allows for the
registration of service marks and three-dimensional marks as well.
India
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follows the NICE Classification of goods and services, which is

incorporated in the Schedule to the Rules under the TM Act.1 A Trade
Marks Registry had been established for the purposes of the TM Act,
1940, which has continued to function under the TM Act, 1958 and TM
Act. The Trade Marks Registry is under the charge of the Registrar of
Trademarks. The head office of the Trade Marks Registry is in Bombay
(Mumbai) and its branches are at Calcutta (Kolkata), Delhi, Madras
(Chennai), and Ahmedabad. The territorial jurisdiction of each office
has also been allocated.

In addition to trademarks, the following categories of marks can also be

registered under the TM Act:

 Certification marks are given for compliance with defined

standards, but are not confined to any membership. Such marks
are granted to anyone who can certify that the products involved
meet certain established standards. The internationally accepted
“ISO 9000” quality standard is an example of a widely recognized
certification mark.
 Collective marks can be owned by any association. The members
of such associations will be allowed to use the collective mark to
identify themselves with a level of quality and other
requirements and standards set by the association. Examples of
such associations would be those representing accountants,
engineers or architects.

Who can apply for a trademark?

Any person which can be an individual, company, proprietor, or legal

entity claiming to be the owner of the trademark can apply. The application
for the trademark can be filed within a few days and you can start using the
 P a g e | 40

“TM” symbol. And the time required for the trademark registry to complete
formalities is 8 to 24 months. You may use the ® (Registered symbol) next to
your trademark once your trademark is registered and the registration
certificate is issued. Once registered a trademark is valid for 10 years from the
date of filing, which can be renewed from time to time.

Is a registered Indian Trademark valid outside of

India?

No, an Indian Trademark may not be valid outside of India. It does not,
therefore, guarantee any protection in any other country. To acquire a
trademark in a different country a separate application must be filed in each
of these countries. Applications for registration in foreign countries can be
based on the Indian trade mark application. Convention priority may be
claimed if foreign applications are filed within six months after filing of the
Indian application. Such applications are made in terms of the International
Convention of Paris, as in the case of patents, but the period provided is
limited to six months.

What are the government fees applicable for

trademark registration?
The government fees for trademark registration are Rs.c9000 per
application per class for company. The government fees for trademark
registration are Rs. 4500 per application per class for individual.

Types of Trademark

A trademark is a combination of characters and numbers used by a

Company to claim its ownership and is designed to represent the products
and services offered by them. Several trademarks can be registered as the
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product mark, service mark, collective mark, certification mark, shape mark,
sound mark, pattern mark. However, the purpose of these trademarks is to
become the identity that enables the customer to differentiate between the
goods and services. Here are the different types of Trademark.

1. Product Mark is used on goods or products rather than services. This

Trademark is used to recognize the origin of the product, and it helps
maintain the reputation of the business. The applications that are filed
under class 1-34 can be termed as Product marks as they represent
goods.
2. The Service Mark is similar to the product mark but used to represent a
service. The service distinguishes its Proprietor from the owners of the
other services. Service mark applications can be filed under the class 35-
45.
3. A Collective Mark is used to educate the public about certain
distinguishing features of a product or service used to represent a
collective. A group can use this mark as they are collectively protecting
the same goods and services. An association or a public institution can
be a mark holder. Usually, the standards of the products are fixed by
the regulatory owning the mark. Others associated should adhere to
specific standards while using this mark in the course of business. A
famous collective mark in India is the Chartered Accountant
designation.
4. Certification Mark denotes the products' origin, material, quality, or
other specific details which the Proprietor issues. The primary purpose
of this certificate is to bring out the standard of the product to the
customers. This Certification mark is also used to uplift the product's
standard among the customers by showing that they have undergone
quality assurance tests. Packaged foods, toys, and electronics generally
have Certification marks.
 P a g e | 42

5. Shape Mark is used to protecting the shape of a product so that the

customers find it related to a specific manufacturer and prefer to buy
the product. The product's particular shape can be registered once it is
recognized to have a unique shape —for instance, Coco cola bottles or
Fanta bottles.
6. Pattern Mark is specifically for those products that have design
patterns that come out as the product's identity. Patterns which are not
remarkable is rejected as it does not serve any purpose. To register a
pattern, it is necessary to show the uniqueness of that product.
7. A Sound Mark is a sound that can be associated with a product or any
service by a particular supplier. To be a registered sound mark, it is
necessary that people easily identify the sound when they hear it.
Sound marks are the sound mnemonic that appears at the beginning or
the end of the commercial. Just like the famous mark of IPL.

Figure 1: TRADEMARK FLOW CHART

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Nice Classification of goods & services-

The International (Nice) Classification of Goods and Services is a system

for the purposes of the registration of marks was established by an Agreement
concluded at the Nice Diplomatic Conference, on June 15, 1957, and was
revised at Stockholm, in 1967, and at Geneva, in 1977. India acceded to the
Nice Agreement on September 7, 2019 and accordingly the current version of
the Nice Classification is used by the Indian trademark office for the purpose
of classification of goods and services while examining a trademark
application in India.

There are 45 classes in the Nice classification out of which, classes 1 to

34 categorize goods or products and classes 35 to 45 categorizes services. The
Nice classification provides a broad heading called “Class Header” which
gives a clear explanation as to the type of goods or services that are covered
under each class. The list of classes and the respective headings for
registration of trademark is given below.

Goods:

Class 1: Chemicals for use in industry, science and photography, as well as in

agriculture, horticulture and forestry; unprocessed artificial resins,
unprocessed plastics; fire extinguishing and fire prevention compositions;
tempering and soldering preparations; substances for tanning animal skins
and hides; adhesives for use in industry; putties and other paste fillers;
compost, manures, fertilizers; biological preparations for use in industry and
science.

Class 2: Paints, varnishes, lacquers; preservatives against rust and against

deterioration of wood; colorants, dyes; inks for printing, marking and
engraving; raw natural resins; metals in foil and powder form for use in
painting, decorating, printing and art.
 P a g e | 44

Class 3: Non-medicated cosmetics and toiletry preparations; non-medicated

dentifrices; perfumery, essential oils; bleaching preparations and other
substances for laundry use; cleaning, polishing, scouring and abrasive
preparations.

Class 4: Industrial oils and greases, wax; lubricants; dust absorbing, wetting
and binding compositions; fuels and illuminates; candles and wicks for
lighting.

Class 5: Pharmaceuticals, medical and veterinary preparations; sanitary

preparations for medical purposes; dietetic food and substances adapted for
medical or veterinary use, food for babies; dietary supplements for human
beings and animals; plasters, materials for dressings; material for stopping
teeth, dental wax; disinfectants; preparations for destroying vermin;
fungicides, herbicides.

Class 6: Common metals and their alloys, ores; metal materials for building
and construction; transportable buildings of metal; non-electric cables and
wires of common metal; small items of metal hardware; metal containers for
storage or transport; safes.

Class 7: Machines, machine tools, power-operated tools; motors and engines,

except for land vehicles; machine coupling and transmission components,
except for land vehicles; agricultural implements, other than hand-operated
hand tools; incubators for eggs; automatic vending machines.

Class 8: Hand tools and implements, hand-operated; cutlery; side arms,

except firearms; razors.

Class 9: Scientific, research, navigation, surveying, photographic,

cinematographic, audio-visual, optical, weighing, measuring, signalling,
detecting, testing, inspecting, life-saving and teaching apparatus and
instruments; apparatus and instruments for conducting, switching,
 P a g e | 45

transforming, accumulating, regulating or controlling the distribution or use

of electricity; apparatus and instruments for recording, transmitting,
reproducing or processing sound, images or data; recorded and downloadable
media, computer software, blank digital or analogue recording and storage
media; mechanisms for coin-operated apparatus; cash registers, calculating
devices; computers and computer peripheral devices; diving suits, divers’
masks, ear plugs for divers, nose clips for divers and swimmers, gloves for
divers, breathing apparatus for underwater swimming; fire-extinguishing
apparatus.

Class 10: Surgical, medical, dental and veterinary apparatus and instruments;
artificial limbs, eyes and teeth; orthopaedic articles; suture materials;
therapeutic and assistive devices adapted for persons with disabilities;
massage apparatus; apparatus, devices and articles for nursing infants; sexual
activity apparatus, devices and articles.

Class 11: Apparatus and installations for lighting, heating, cooling, steam
generating, cooking, drying, ventilating, water supply and sanitary purposes.

Class 12: Vehicles; apparatus for locomotion by land, air or water.

Class 13: Firearms; ammunition and projectiles; explosives; fireworks.

Class 14: Precious metals and their alloys; jewellery, precious and semi-
precious stones; horological and chronometric instruments.

Class 15: Musical instruments; music stands and stands for musical
instruments; conductors’ batons.

Class 16: Paper and cardboard; printed matter; bookbinding material;

photographs; stationery and office requisites, except furniture; adhesives for
stationery or household purposes; drawing materials and materials for artists;
paintbrushes; instructional and teaching materials; plastic sheets, films and
bags for wrapping and packaging; printers’ type, printing blocks.
 P a g e | 46

Class 17: Unprocessed and semi-processed rubber, gutta-percha, gum,

asbestos, mica and substitutes for all these materials; plastics and resins in
extruded form for use in manufacture; packing, stopping and insulating
materials; flexible pipes, tubes and hoses, not of metal.

Class 18: Leather and imitations of leather; animal skins and hides; luggage
and carrying bags; umbrellas and parasols; walking sticks; whips, harness and
saddlery; collars, leashes and clothing for animals.

Class 19: Materials, not of metal, for building and construction; rigid pipes,
not of metal, for building; asphalt, pitch, tar and bitumen; transportable
buildings, not of metal; monuments, not of metal.

Class 20: Furniture, mirrors, picture frames; containers, not of metal, for
storage or transport; unworked or semi-worked bone, horn, whalebone or
mother-of-pearl; shells; meerschaum; yellow amber.

Class 21: Household or kitchen utensils and containers; cookware and

tableware, except forks, knives and spoons; combs and sponges; brushes,
except paintbrushes; brush-making materials; articles for cleaning purposes;
unworked or semi-worked glass, except building glass; glassware, porcelain
and earthenware.

Class 22: Ropes and string; nets; tents and tarpaulins; awnings of textile or
synthetic materials; sails; sacks for the transport and storage of materials in
bulk; padding, cushioning and stuffing materials, except of paper, cardboard,
rubber or plastics; raw fibrous textile materials and substitutes therefor.

Class 23: Yarns and threads for textile use.

Class 24: Textiles and substitutes for textiles; household linen; curtains of
textile or plastic.

Class 25: Clothing, footwear, headwear.

 P a g e | 47

Class 26: Lace, braid and embroidery, and haberdashery ribbons and bows;
buttons, hooks and eyes, pins and needles; artificial flowers; hair decorations;
false hair.

Class 27: Carpets, rugs, mats and matting, linoleum and other materials for
covering existing floors; wall hangings, not of textile.

Class 28: Games, toys and playthings; video game apparatus; gymnastic and
sporting articles; decorations for Christmas trees.

Class 29: Meat, fish, poultry and game; meat extracts; preserved, frozen, dried
and cooked fruits and vegetables; jellies, jams, compotes; eggs; milk, cheese,
butter, yogurt and other milk products; oils and fats for food.

Class 30: Coffee, tea, cocoa and artificial coffee; rice, pasta and noodles;
tapioca and sago; flour and preparations made from cereals; bread, pastries
and confectionery; chocolate; ice cream, sorbets and other edible ices; sugar,
honey, treacle; yeast, baking-powder; salt, seasonings, spices, preserved herbs;
vinegar, sauces and other condiments; ice (frozen water).

Class 31: Raw and unprocessed agricultural, aquacultural, horticultural and

forestry products; raw and unprocessed grains and seeds; fresh fruits and
vegetables, fresh herbs; natural plants and flowers; bulbs, seedlings and seeds
for planting; live animals; foodstuffs and beverages for animals; malt.

Class 32: Beers; non-alcoholic beverages; mineral and aerated waters; fruit
beverages and fruit juices; syrups and other non-alcoholic preparations for
making beverages.

Class 33: Alcoholic beverages, except beers; alcoholic preparations for making
beverages.

Class 34: Tobacco and tobacco substitutes; cigarettes and cigars; electronic
cigarettes and oral vaporizers for smokers; smokers’ articles; matches.
 P a g e | 48

Services:

Class 35: Advertising; business management; business administration; office

functions.

Class 36: Insurance; financial affairs; monetary affairs; real estate affairs.

Class 37: Construction services; installation and repair services; mining

extraction, oil and gas drilling.

Class 38: Telecommunications services.

Class 39: Transport; packaging and storage of goods; travel arrangement.

Class 40: Treatment of materials; recycling of waste and trash; air purification
and treatment of water; printing services; food and drink preservation.

Class 41: Education; providing of training; entertainment; sporting and

cultural activities.

Class 42: Scientific and technological services and research and design relating
thereto; industrial analysis, industrial research and industrial design services;
quality control and authentication services; design and development of
computer hardware and software.

Class 43: Services for providing food and drink; temporary accommodation.

Class 44: Medical services; veterinary services; hygienic and beauty care for
human beings or animals; agriculture, aquaculture, horticulture and forestry
services.

Class 45: Legal services; security services for the physical protection of
tangible property and individuals; personal and social services rendered by
others to meet the needs of individuals.
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Figure 2: Trademark Certificate of KORYO (Sample Copy)

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 ISO CERTIFICATION

An Overview

ISO certification certifies that a management system, manufacturing

process, service, or documentation procedure has all the requirements for
standardization and quality assurance. ISO (International Organization for
Standardization) is an independent, non-governmental, international
organization that develops standards to ensure the quality, safety, and
efficiency of products, services, and systems.

ISO certifications exist in many areas of industry, from energy

management and social responsibility to medical devices and energy
management. ISO standards are in place to ensure consistency. Each
certification has separate standards and criteria and is classified numerically.
For instance, the ISO certification we currently hold at Mead Metals is ISO
9001:2015.
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ISO providing guidelines for companies in terms of product quality,

health, and performance. An ISO registration enhances the reputation of your
service or product there are different types of ISO certification like ISO 9001,
ISO 14001, ISO 5001, etc.

QMS is structured framework of policies, processes and procedures for

planning and execution in the core business areas of an organization. ISO
9001:2015 is the international standard for QMS. It is globally recognized and
accepted and can be implemented by all small, medium and large enterprises
to enhance efficiency, quality and profits. It also helps in reducing waste, and
lowering costs.

There are numerous types of ISO certification in India that are listed below:

ISO 9001:2015- Quality Management System

OHSAS 18001 – Occupational Health & Safety Management System

ISO 37001 – Anti-bribery control systems

ISO 31000 – Risk Management

ISO 27001 – Information Security Management System

ISO 10002 – Compliant Management System

ISO 14001:2015 – Environment Management System

ISO 26000 – Social Responsibility

ISO 28000 – Security Management

ISO 22008 – Food Safety Management

SA 8000 – Social accountability

EnMS EN 16001 ISO 50001 – Energy Management

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SO/IEC 17025 – Testing and calibration laboratories

SO 13485 – Medical devices

ISO 639 – Language codes

ISO 4217 – Currency codes

ISO 3166 – Country codes

ISO 8601 – Date and time format

ISO 20121 – Sustainable events

ISO/IEC 27001 – Information protection control

The process for obtaining ISO certification in India is explained in

detail below:

 Make an Application

Once the entrepreneur or application has selected the ISO standard and
ISO certification body, need to make an application in a prescribed form
(depends on the ISO registrar). The application should contain rights and
obligations of entrepreneur and certification body parties and includes
liability issues, confidentiality, and access rights.

 Documents Review by Registrar

The ISO certification body will review all the quality manuals and
documents related to various policies and procedures being followed in the
organisation. Review of existing works will help the ISO registrar to identify
the possible gaps against the requirements stipulated in the ISO standards.

 Determination of Pre-assessment Needs

The Pre-assessment is an initial review of the Quality Management System

in an organisation to identify any significant weakness or omissions in the
 P a g e | 53

system and registrar will provide the organisation with an opportunity to

correct the deficiencies before the regular registration assessment is
conducted.

 Prepare an Action Plan

After the ISO registrar notified the existing gaps in the organisation, the
applicant or entrepreneur has to prepare an action plan to eliminate these
gaps. The action plan should contain the list of the required tasks to be
performed to meet the Quality Management System

Note: The entrepreneur may need giving training to employees to work efficiently to
achieve quality management system. Make all the employees in the organisation to aware
of the ISO standards concerning work efficiency and quality standards.

 Onsite Inspection or Audit

The ISO registrar will conduct a physical onsite inspection to audit the
changes made in the organisation.

During the audit, if the registrar finds anything that does not meet with the
requirements of the ISO standards, registrar determines the severity and issue
findings. Audit findings are usually called as nonconformities and fall into
one of two categories depending on severity.

A Minor Non-conformance – It deals with minor infractions of procedures or

minor failures of the system in meeting the ISO standards.

A Major Non-conformance – It deals with issues where the nonconforming

products are likely to reach the customers or where there is a breakdown in
the quality system that results in an inefficient system in meeting the
requirements of the standards.

 Final audit
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The registration cannot proceed until all significant nonconformities are

closed and verified by the Registrar. This usually involves a re-audit of the
affected areas and, of course, the associated costs.

 Get ISO Certificate

After all, non-conformities are addressed, and all the findings are updated
in the ISO audit report, the registrar will grant the ISO certification.

 Surveillance Audits

Surveillance audit will be conducted primarily to ensure that the

organisation is maintaining ISO quality standards. It will be performed from
time to time.

Advantages of ISO certification bodies

Given below are the advantages of choosing an accredited ISO certification
body:

 Always provide you the confidence of getting the service that closely
meets your requirements.
 It differentiates the market and leadership by showing to others
credible evidence of good practice.
 Through this you may get a chance to win a new business since the use
of accredited conformity assessment services is increasingly a
stipulation of specifiers in both the public and private sector;
 Helps to identify the best practice since the certification body needs to
have an appropriate knowledge of your business sector.
 It has the ability to control the cost with the help of knowledge transfer
since accredited certification bodies can be a good source of impartial
advice.
 P a g e | 55

 You can gain access to overseas markets since certificates issued by

them are recognized well and accepted throughout the world by
choosing an accredited body for certification.
 Apart from this, it demonstrates due diligence in the event of legal
action.
 Last, it reduces paperwork and increases efficiency by reducing the
relevance of re-audit your business.

Figure 3: ISO Certificate 24by7 Publishing (Sample Copy)

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CHAPTER-4
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CONCLUSION
The study concludes that advertisement influenced purchase decision
of the customers to a moderate extent as only nearly half of the
respondents were influenced purchase decision. However, advertising is a
key determinant of purchase decision of the customers as they consider it
to be an interaction point between them and the company from which they
buy their products from. The study also concludes that advertising has
significant relationship with purchase decision of the consumers. The
study further concludes that advertising contributes most to the consumer
behaviour and that advertising was a significant factor in predicting the
consumer behaviour. In addition, there is a positive relationship between
consumer behaviour and advertisement. This implies that companies
should invest more in advertisement to increase their market share and
conduct a market research on the different markets in various cities to
ensure that the advertising initiatives being implemented suits the targeted
markets to improve product purchases.