TABLE OF CONTENTS Preface Acknowledgement Certificate Declaration by the Candidate 1. Introduction 2. Line of Objectives 3. Research methodology 4. Data analysis and interpretation 5. Self designed advertisement Product profile Script for advertisement Advertisement of existing brand 6. Findings 7. Conclusion 8. Suggestions 9. Limitations Bibliography Enclosure
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TABLE OF CONTENTS
Preface Acknowledgement Certificate Declaration by the Candidate1. Introduction2. Line of Objectives3. Research methodology4. Data analysis and interpretation5. Self designed advertisement
Product profile Script for advertisement Advertisement of existing brand
Parle-G or Parle Glucose is a brand of biscuits manufactured by Parle Products Pvt Ltd. in India. As of 2011, it is the largest selling brand of biscuits in the world according to Nielsen.[1]
Primarily eaten as a tea-time snack, Parle-G is one of the oldest brand names in India. For decades, the product was instantly recognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl on the front. Counterfeit companies have attempted to recreate and sell lower quality products of similar names with virtually identical package design.
The "Parle" in Parle-G, is derived from the name of the suburb Vile Parle (originally a village called Parle), where the first Parle production factory was based. The "G" in the name Parle-G originally stood for "Glucose", though a later brand slogan also stated "G means Genius".
History
In 1929, while India was under British rule, a small company by the name of Parle
Products emerged. A small factory was set up in Vile Parle (east) the suburb
of Mumbai to manufacture sweets and toffees i.e confectionery products(e.g.
Melody,kachaa mango bite etc). A decade later it was upgraded to manufacture biscuits
as well. Parle has been producing its flagship product Parle-G for more than 70 years
now. Contrary to popular myth the biscuit has always been called Parle-G.
The goal was to manufacture and sell sweets and candies. Since then, the Parle name
has spread in all directions and has won international fame.
Apart from the factories in Mumbai and Bangalore, Parle also has factories in
Bahadurgarh, Haryana and Neemrana, Rajasthan. These are the largest biscuit and
Britannia Industries Limited is an Indian company based in Kolkata that is famous for itsBritannia and Tiger brands of biscuit, which are popular throughout the country. Britannia has an estimated 38% market share.[1]
The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes anddairy products.
History
The company was established in 1892, with an investment of Rs. 295. [2] Initially, biscuits were manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the Gupta brothers and operated under the name of "V.S. Brothers." In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner and The Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set up in 1924 and Peek Freans UK, acquired a controlling interest in BBCo. Biscuits were in big demand during World War II, which gave a boost to the company’s sales. The company name finally was changed to the current "Britannia Industries Limited" in 1979. In 1982 Nabisco Brands Inc., USA became a major foreign shareholder.
Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s, becoming known in India as the 'Biscuit King'. In 1993, the Wadia Group acquired a stake in ABIL UK, and became an equal partner with Groupe Danone in Britannia Industries Limited.
In what The Economic Times referred to as one of [India's] most dramatic corporate sagas,[3]Pillai ceded control to Wadia and Danone after a bitter boardroom struggle,[4] then fled his Singapore base to India in 1995 after accusations of defrauding Britannia, and died the same year in Tihar Jail.[5] With all these inspiring history, Britannia has reached every households of India reaching the top 100 Most Trusted brands listed in The Brand Trust Report by Trust Research Advisory.
Growth and profitability
The company is growing at a steady rate, and is currently profitable. Between 1998 and 2001, the company's sales grew at a compound annual rate of 16% against the market, and operating profits reached 18%. More recently, the company has been growing at 27% a year, compared to the industry's growth rate of 20%.
At present, 90% of Britannia’s annual revenue of Rs2,200 crore comes from biscuits.
Business
Dairy products
Dairy products contribute close to 10 per cent to Britannia's revenue.[6] Britannia
trades and markets dairy products, and its dairy portfolio grew to 47% in 2000-01
and by 30% in 2001-02. Britannia holds an equity stake in Dynamix Dairy and
outsources the bulk of its dairy products from its associate. Its main competitors
are Nestlé India, the National Dairy Development
Board (NDDB),and Amul GCMMF)[7]
Joint venture with New Zealand Dairy
On 27 October 2001, Britannia announced a joint venture with Fonterra Co-
operative Group of New Zealand, an integrated dairy company from procurement
of milk to making value-added products such as cheese and buttermilk.[7] Britannia planned to source most of the products from New Zealand, which
they would market in India.[6] The joint venture will allow technology transfer to
Britannia initiated legal action against Danone in Singapore in September 2007.[10] The dispute was resolved with Danone paying Rs 220 million to utilise the
brand, and Britannia securing legitimate right to use the Tiger brand worldwide.[11]
Ownership and relationship between major shareholders
The Wadias' Kalabakan Investments and Groupe Danone have two equal joint
venture companies, Wadia BSN and UK registered Associated Biscuits
International Holdings Ltd., which together hold 51 per cent stake in Britannia.[12] The ABIH tranche was acquired in 1992, while the controlling stake held by
Wadia BSN was acquired in 1995. It was agreed that, in case of a deadlock
between the partners, Danone is obliged to buy the Wadia BSN stake at a "fair
market value". ABIH which has a separate agreement signed in 1992 and is
subject to the British law.[12] [13]
Wadia was to be Danone's partner in the food and dairy business, and product
launches from Groupe Danone’s were expected but never materialised despite
the JV being in existence for over 11 years in India.[12] Under the 1995 joint
venture agreement, Danone is prohibited from launching food brands within India
without the consent of the Wadias.[14] In addition, the partners agreed there would
be the right of first refusal to buy out the remaining partner in the event of the
other wishing to sell its holding.[15]
In May 2007, Nusli Wadia told the Ministry of Commerce and Industry that
Danone invested in a Bangalore-based bio nutrition company,Avesthagen, in
October 2006 in violation of the government's Press Note 1, 2005, which requires
a foreign company to obtain the consent of its Indian joint venture partner before
pursuing an independent business in a similar area, including joint ventures
based purely on technical collaboration. Danone argued that Press Note 1 did
not apply to it as it did not have a formal technology transfer or trademark
agreement with Avesthagen, and that its 25 pct holding in Britannia was indirect.
[16] Wadia also filed a case in the Bombay High Court for a breach of a non-
compete clause in that connection. The court ordered Danone not to alienate,
encumber or sell shares of Avestagen.[17]
In September 2007, the Foreign Investment Promotion Board of India rejected Danone's claims that it does not need a non-compete waiver from the Wadias to enter into business in India alone.[18]
In June 2006, Wadia claimed Danone had used the Tiger brand to launch
biscuits in Bangalore.[15]
After a prolonged legal battle, Danone agreed to sell its stake in Britannia and get
out of this line of business. Danone will sell its 25.48% stake to Leila Lands,
which is a Wadia group entity based in Mauritius. The deal is valued to be at
$175–200 m. With this buy-out, Wadia's will hold a majority stake of 50.96%.[19]
only OKcompared to the shy but DELICIOUSbiscuit known
as the Caramel Crown. The Crown is a round, gooey
caramel topped biscuit, covered in chocolate. I'm not
normally crazy about caramel, or chocolate biscuits in
general; I find Tim Tams ordinary. But the Caramel Crown
biscuit has taken hold of my taste buds. I am forming a
biscuit obsession. I suggest you try a packet, next time you
have to bring supper.
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ADVERTISEMENT CONCEPT
Advertising is multidimensional. It is a form of mass communication, a powerful
marketing tool, a component of economic system, a means of financing the mass
media, a social institution, an art form, an instrument of business management, a
field of employment and a profession. Advertisement has both forward &
backward linkages in the process of satisfaction across the entire spectrum of
needs. The explicit function of advertisement is to make the potential audience
aware of the existence of the product, service or idea which would help them fulfill
their felt needs and spell out the differential benefits in a competitive situation.
Advertising is not a panacea that can restore a poor product or rejuvenate a
declining market. It only helps in selling through the art and business of persuasive
communication.
WHY ADVERTISEMENT IS NEEDED?
Advertising is a communication channel which enables consumers in
making choice from the best available alternative in the market, thus
satisfying the basic aim of advertisement.
Advertisement is mass audience communication programme.
Advertisement makes it possible for the manufacture to introduce new ideas
& new products.
Advertisement makes product adoption process smooth.
Advertisement expands markets, builds up volume, gives a market share and
profitability and reduces prices.
IMPORTANCE OF ADVERTISEMENT PLANNING
Some basic elements of advertisement planning are:
Advertisement Budget Media Planning Creative Strategy
Advertisement Effective
ADVERTISEMENT EVALUATION
Pre-testing & Post-testing method
The testing can be related to the ad copy in terms of its message, idea, theme, slogan & contents or also can be related to products in which impact of message on product awareness or buying intention is measures.
Measures can be broadly classified into two categories:
Laboratory measures Real- world measures
The following are the laboratory measures of pre-testing which are ads related: