LT.doc

7/27/2019 LT.doc

1/84

LT.MJ.KUNDALIYA ENGLISH MEDIUM

MAHILA COMMERCE AND B.B.A COLLEGE,

RAJKOT (GUJARAT)

INDUSTRISL REPORT

ON

ADVERTISING

OF

HINDUSTAN LEVER LTD

PRESENTED :- PURVI V. BHALGAMA

CLASS :- T.Y.B.B.A.

ROLL NO. :- 3

EXAM SEAT NO :-

SUBMITTED TO :- SAURASHTR

UNIVERSITY

ACADEMIC YEAR :- !""# $ !""%

GUIDED BY :- RUCHIT PANDYA

B. M. PUROHIT

7/27/2019 LT.doc

2/84

7/27/2019 LT.doc

3/84

PRIME MARKETING(R. S. HINDUSTAN LEVERLTD.)

10th NOV. 2006

CERTIFICATE

This is to certify that MISS. PURVI V. BHALGAMA, a

student of T.Y.B.B.A. has underone a trainin fro! "#st

$ct. %& to 'th(o). %& in our unit. She has *re*ared a++

re*orts on ad)ertisin and !aretin durin her trainin

under our su*er)ision and her o-n contriution for !ain

this trainin a success durin the acade!ic year "%%& /

"%%0 is a**reciated. She -as )ery sincere and hih+y

disci*+ine and -e -ish her a++ the est for a riht career infuture.

1or, PRIM2 MAR32TI(GPartner

S4 56#%, 7ity Arcade, (r. 8. S. P. Bun+o-, 9a!naer / :%%#.

Phone ;

7/27/2019 LT.doc

4/84

PRIME MARKETING(R. S. HINDUSTAN LEVERLTD.)

10th oct. 2006

PERMISSION LETTER

This is to infor! you that you ha)e een ranted

*er!ission for ettin trainin in our fir! for fifteen days

reardin ad)ertise!ent and !aretin of *roducts as -e

are authoried distriutors for Hindustan Le)er +i!ited.

e ho*e that detai+s and infor!ation reardin *ro9ect

re*ort -ou+d e used for your educationa+ *ur*ose on+y

and -ou+d not e considered for any other *ur*ose.

You can trainin in our fir! for "%th $ctoer, "%%&

on-ards for #' days.

Reard.

Your faithfu++y,

For, PRIME MARKETING

S4 56#%, 7ity Arcade, (r. 8. S. P. Bun+o-, 9a!naer /

: %%#.

Phone ;

7/27/2019 LT.doc

5/84

DECLARATION

I, the under sihed, PAT2L 3RUPA. V, a student of T.Y.B.B.A

herey dec+are that the *ro9ect -or *resent here in this

re*ort is !y o-n and has een carried out under the

su*er)ision and uidance of Prof. B. M. Purohit and Prof.

Hitesh Shu+a of M. C. 3unda+iya co++ee, Saurashtra

Uni)ersity, Ra9ot.

The unit that I ha)e )isited is a +are / sca+e *ri)ate +i!itedco!*any. Its na!e is Hindustan Le)er Ltd. And its

!aretin office is situated at 9a!anaa.

I, the undersined herey a+so dec+are that this *ro9ect

re*ort has not een su!itted *re)ious+y to any other

uni)ersity for any other eDa!ination.

P+ace;4

8ate;4

Sinature;4

7/27/2019 LT.doc

6/84

PREFACE

Industria+ acti)ities *+ay a )ery crucia+ ro+e for the

econo!ic ro-th of de)e+o*in countries +ie India.2cono!ic refor!s are radica++y a+terin industria+ and

usiness en)iron!ent of India.

The o*enin u* of the !arets of India has ushered in

an era of hih co!*etition in the country. The +oa+iation

*rocess, the rush of !u+ti4nationa+ in to the India !aret,

the o*en4door to i!*orts and the i!!inent s-itch o)er to

a tota+ uyerEs !aret ha)e thro-n tota++y, ne- de!ands

on the !aretin !en of the country. Maretin

!anae!ent in India is no- assu!in an a+toether a ne-

sinificance.

The co++ee has *ro)ided !e -ith the reat

o**ortunity to no- -hat is the actua+ usiness scenario of

any *articu+ar co!*any. The chief o9ecti)e of *articu+ar

trainin is to et an out +oo of -hat -e theoretica++y study

inside the c+assroo!. It a+so assists in de)e+o*in the

a-areness aout the rea+ usiness en)iron!ent and

)arious usiness strateies i!*+e!ented there.

The re*ort has een undertaen at Hindustan +e)er

Ltd. Ca!anaer s*ecia+iin in !aretin for the *eriod of

#' days. The !ain concentration is on the to*ic of

ad)ertisin in the fie+d of !aretin.

I ha)e tried !y est to inc+ude !aDi!u! detai+s a)ai+a+e

fro! the co!*any. I ho*e the re*ort ser)es the *ur*ose as

re@uired.

7/27/2019 LT.doc

7/84

ACKOLEDGEMENT

The re*ort ein a *art of *ractica+ student of B.B.A

Prora!!ed, is *re*ared y Miss Pur)i. V. Bha+a!a.

The )isit -as underone at Hindustan Le)er +i!ited at

Ca!anaer. My )isit -as a successfu+ one and I tae this

o**ortunity to than the co!*any for sharin )a+ua+e

infor!ation and eD*eriences -ith !e. I a! o+ied to the

co!*any for eDtendin their racious su**ort to !e in

*ro)idin infor!ation. I eD*ress !y ratitude to-ards the

co!*any.

Last+y I -ou+d e)en +ie to than !y *rofessors Ruchir

Pandya and B. M. *urohit for their constant uidance.

7/27/2019 LT.doc

8/84

I!"#$ P% No.

#. Genera+ infor!ation #

". History and 8e)e+o*!ent :

:. Introduction ?

?. 7or*orate Pur*ose of the co!*any '

'. Business (ature &

&. 1eatures 0

0. Board of 8irectors 5

=. $raniation 7hart ##

5. Introduction to !aretin and

!aretin !anae!ent #:

#%. Pro!otion as an i!*ortant co!*onent of

co!!unication #'

##. Meanin of ad)ertisin #0

#". 2cono!ic as*ects of ad)ertisin

#=

#:. Socia+ as*ects of ad)ertisin #5

#?. Ho- does ad)ertisin *ersuade the uyer "%

#'. $9ecti)e of ad)ertisin "#

#&. Ad)ertisin !edia ""

#0. Ad)ertisin the!es6a**ea+s "?

#=. Ad)ertisin +ayout "0

#5. Ad)ertisin co*y

"5

"%. Ad)ertisin aency :%

"#. 1unction of ad)ertisin aency :#

"". Product ad)ertisin ::

7/27/2019 LT.doc

9/84

":. Re+ation of *roduct ad)ertisin to *roduct +ife cyc+e :?

"?. Gra*h :?

"'. Ran of *roducts offered y HLL

:'

"&. Fua+ity *o+icy &?

"0. Ad)ertisin udet &'

"=. Achie)e!ent of HLL &0

"5. 3ey hih+ihts &=

:%. 1uture $ut+oo &5

:#. Suestion

0%

:". 7onc+usion 0"

::. Bi+iora*hy 0:

7/27/2019 LT.doc

10/84

GENERAL INFORMATION

NAME OF THE UNIT ; HI(8USTA( L2V2R LT8.

SI2 $1 TH2 U(IT ; LARG2 S7AL2

Y2AR $1 2STABLISHM2(T ; #5'&

1$RM $1 $RGA(IATI$( ; 7$MPA(Y 1$RM

(AM2 $1 TH2 BA(3 ; #> STAT2 BA(3 $1 I(8IA

">STA(8AR8

7HART2R28

:> 7ITY BA(3 (. A

?>H$(G 3$(G

SHA(GHHI

'> BA(3 $1 AM2RI7A

&> 82UITSH28 BA(3

0> A.B.( / AMR$ BA(3

=> PU(CAB (A(TI$(AL

5> 7$RP$RATI$( BA(3

#%> I(8IA( BA(3

##> I7I7I BA(3

PR$M$T$2RS ; L2V2R BR$TH2RS

A77$U(TI(G Y2AR ; :%TH APRIL / :#ST

MAR7H

7$MPA(Y S27R2TARY ; $. P. AGARAL

AU8IT$RS ; #> A. 1. 1R2GUR$(

7/27/2019 LT.doc

11/84

7$.

"> L$V2L$73

L22S

S$LI7IT$RS ; 7RA1$R8 BAYL2Y

7$.

R2GIST2R2 $11I72 ; HI(8USTA( L2V2R

H$US2,

#&'6#&&, BA73BAY,

R27LAIMATI$(,

MUMBAI / ?%%%"%

MAI( A8MI(ISRATI$( ; L2V2R H$US2,

UTTARA BUIL8I(G,

7B8 / B2LAPUR,

(AVI MUMBAI.

7/27/2019 LT.doc

12/84

HISTOR' DEVELOPMENT

Uni)ersity o*erations started in India to-ards

the end of the #5

th

century. 2ar+ier the oods traded -eresoa*, )anas*ati and a fe- toi+etry ite!s.

Le)er Brother are o-ner of Uni+e)er. They ha)e

stated that -hen HLL -ou+d reach #0 of tota+ inco!e,

then on+y +e)er Brother -ou+d )isit India.

HLL -as for!ed in #5'& -ith the !erer of

HUM7, +e)er Brother India and united traders, -ith the

!arer of rooe ond, *onds India and +a!e. HLL has

e!ered as the +arfest 1.M.G.7. Mu+tinationa+ co!*any in

India. It is de)e+o*ed in "= countries around -or+d.

$)er the +ast fe- decades, HLL has een

su**+yin to its rura+ custo!ers direct+y as -e++ as

indirect+y a +are rane of *roducts. 1or the +ast fe- years,

it has een identified as the !ost *roducti)e co!*any,

-hich to*s on different *ara!eters as for e.

1. Po"*ct+ %# "#+,&!#" to -##t th# !##"+.

2. Po"*ct+ %# -%#t /#%"#+.

. Po"*ct+ %# ,!!o%t,#.

. Po"*ct+ o33# %/*# 3o -o!#4.

5. Po"*ct+ %# +*#,o to co-#t,to+.

6. A"#t,+,!& ,+ +*#,o.

7. S*cc#++3*/ o"*ct /%*!ch#+.

7/27/2019 LT.doc

13/84

8. M%#t,!& #+o!!#/ %# o3 h,&h c%/,9#.

:. K##+ ,! to*ch ;,th th# -%#t.

10. Goo" #/%t,o! ;,th #t%,/#+.

HLL has consistent success in ne- *roduct +aunchin for

+ast fi)e years. It is the on+y co!*any, -hich had een

+istin a!on the to* '%% co!*anies of the -or+d in #55=

y !aret ca*ita+iation.

7/27/2019 LT.doc

14/84

INTRIDUCTION

Hindustan +e)er +i!ited is IndiaEs +arest fast !o)in

consu!er oods co!*any, -ith +eadershi* in Ho!e Personne+ care Products and 1oods Be)eraes.

The +eadin usiness !aaine< FOR=ES GLO=AL

has rated Hindustan +e)er as the est consu!er househo+d

*roducts co!*any -or+d-ide. F% E%+t#! Eco!o-,c

R#,#;has rated HLL as IndiaEs !ost res*ected co!*any.

A+,%-o!#4 has rated HLL as one of IndiaEs est /

!anaed co!*anies. Leadin nationa+ *u+ication, +ie

Th# Eco!o-,c t,-#+

7/27/2019 LT.doc

15/84

CORPORATE PURPOSE

$ur *ur*ose in HLL is to !eet e)eryday needs of the

*eo*+e. 2)ery-here to antici*ate of our consu!ers and

custo!ers and to res*onds creati)ity and co!*etiti)e+y

-ith randed *roducts and ser)ices, -hich raise the @ua+ity

of +ife.

$ur dee* roots in +oca+ cu+tures around the -or+d are

our *ara++e+ed inheritance and the foundation for our future

ro-th. e -i++ rin our -ea+th of no-+ede and

internationa+ eD*ertise to the ser)ice of +oca+ consu!ers /

a tru+y !u+tinationa+.

$ur +on / ter! success re@uires a tota+ co!!it!ent

to eDce*tiona+ standards of *erfor!ance and *roducti)ity

to -orin toether effecti)e+y and to a -i++inness to

e!race ne- idea and +earn continuous+y.

e e+ie)e that to succeed re@uires the hihest

standards of cor*orate eha)iour to -ards our e!*+oyed ,

custo!ers and the societies and -or+d in -hich -e +i)e.

This is Hindustan +e)erEs road to sustaina+e ro-th

for our usiness and +on ter! )a+ue creation for our

shareho+ders and e!*+oyees.

7/27/2019 LT.doc

16/84

=USINESS NATURE

HLL is IndiaEs +arest !aret of soa*, deterent and Ho!e

7are *roducts. It has the countryEs +arest *ersona+*roduct usiness, +eadin in sha!*oos, sin care *roducts,

co+or cos!etic, 8eodorants and 1rarances. HLL is a+so the

!aret +eader in tea, *rocess coffee, randed -heat f+our,

randed iodied sa+t, To!ato, Products, Ice crea!, Sou*s,

Ca!s and s@uashes.

HLL is a+so one of the countryEs iest eD*orters and

has een reconied as a Go+den su*er star Trainin House

y the Go)ern!ent of India it is a net forein eDchane

earner.

7/27/2019 LT.doc

17/84

FEATURES

1. N%t,o!;,"# -%!*3%ct*,!& 3%c,/,t,#+ >?

This di)erse *roduct ran is !anufacturin in c+ose to

#%% factories, +ocated across the +enth and reath of

India. The o*eration in)o+)es ",%%% su**+iers and

associates. Aout "= factories are situated in ac-ard

areas. In fact, a++ !a9or in)est!ent if HLL, in recent years,

ha)e een either in A / o)er sic enter*rises, in res*onse

to re@uest fro! o)ern!ent authorities, and con)ertin

the! in to )aria+e o*eration.

2. C*tt,!& @ #" ",+t,9*t,o! !#t;o>?

HLLEs net-or is reconied as one of its ey

strenths that -hich he+*s reach out its *roducts across

the +enth and readth of this )ast country. The need for a

stron distriution net-or is i!*erati)e, since HLLEs

cor*orate *ur*ose is J to !eet the e)eryday needs to

*eo*+e e)ery-here.K

HLLEs *roducts, !anufactured across the country are

distriuted throuh a net-or of aout 0,'%% redistriution

stocists. The o9ecti)e is to cata+yse HLLEs ro-th y

ensurin that the riht *roduct is a)ai+a+e at the riht

*+ace in riht @uantities in the !ost cost4effecti)e !anner.

7/27/2019 LT.doc

18/84

. St%t#?o3 @th#?%t #+#%ch 3%c,/,t4>?

HLL has traditiona++y een a co!*any, -hich

incor*orates +atest techno+oy in a++ its o*eration. TheHindustan +e)er Research center , -ith faci+ities in

Mu!ai and Bana+ore has o)er #%% hih+y @ua+ified

scientists and techno+oy !any -ith *ost doctora+

eD*erience ac@uired in the US and 2uro*e.

Uni+e)er has set u* an internationa+ Research+aoratory in Bana+ore. It focuses on tea science and sin

research to !eet oth +oa+ and reiona+ re@uire!ent in

these t-o4 core *roduct cateories.

. Po"*ct %!" oc#++ ,!!o%t,o! >?

Ma9or inno)ations ha)e taen *+ace in

deterent !anufacturin. So*histicated techno+oy has

een de)e+o*!ent to !anufacturin eny!e *o-ders -ith

*ro*erties +ie stain and touh dirt re!o)a+. A++ the !oney

sa)ed in enery conser)ation and *rocessin has een

rein)ested in etter for!u+ation and *erfor!ance of*roducts.

5. Att%ct,!&< -ot,%t,o! %!" #t%,!,!&9#+t

t%/#!t >?

hi+e these co!*etencies ha)e *+ayed a

se!ina+ ro+e in HLLEs ro-th and *roress, the co!*anyEs

7/27/2019 LT.doc

19/84

ey strenth is its *eo*+e. HLLEs :",?%% e!*+oyees,

inc+udin aout #,?=% !anaers , are a++ shar*+y focused

on the co!!on oa+ , -hich is to J!eet the e)eryday

needs of *eo*+e e)ery-here.K

HLL has e@ua++y *+ayed a se!ina+ ro+e in

IndiaEs o)era++ e!*+oy!ent eneration, creatin o)er

",%%,%%% Indirect 9os I those sectors of the econo!y

connected -ith the co!*anyEs o*erations.

7/27/2019 LT.doc

20/84

=OARD OF DIRECTORS

Board of 8irectors ;4

M. S. Bana

M. 3. Shar!a

H. R. 3husnohan

V. (arayan

8. S. Pareh

7. 3. Praha+ad

G. Sinh

8. Sundara!

A. e+un

< N inde*endent, non4eDecuti)e directors>

7/27/2019 LT.doc

21/84

Manain co!!ittee ;4

M. S. Bana

M. 3. Shar!a

A. Adhiari

V. Ba+ara!

S. 3. 8ha++

G. 3u*er

A. 3. Mathur

C. H. Mehta

7. V. (atra9

C. Ra)indranath

8. Shea+

G. Sinh

8. Sundara!

A.eihur

7/27/2019 LT.doc

22/84

ORGANIATION CHART

7/27/2019 LT.doc

23/84

7/27/2019 LT.doc

24/84

INTRODUCTION TO MARKETING

MARKETING MANAGEMENT

I!to"*ct,o!>?

Maretin is indeed an ancient art it has een

*racticed in one for! or the other since the days of Ada!

and 2)e. Its e!erence as a !anae!ent disci*+ine

ho-e)er is of re+ati)e+y recent oriin. And -ithin re+ati)e+y

short *eriod, it has ained a reat dea+ of i!*ortant and*ractioners the -or+d the -or+d o)er, reard !aretin as

the !ost i!*ortant of a++ !anae!ent function in any

usiness.

The !aretin conce*t -as orn out of the a-areness

that !aretin starts -ith deter!ination of consu!er

-ants and ends -ith the satisfaction of those -ants. It

*roc+ai!s that Jthe entire usiness has to e seen fro! the

*oint of )ie- of the custo!er.K In a co!*any *racticin

this conce*t, a++ de*art!ent -i++ reconie that their action

ha)e a *rofound i!*act on the co!*any ai+ity to create

and retain a custo!er. 2)ery de*art!ent and e)ery -orer

and !anaer -i++ Othin custo!ersE and Oact custo!ersE.

Thus !aretin accordin to *hi++i* ot+er is defined

as JA socia+ and !anae!ent *rocess y -hich indi)idua+

and rou* otain -hat they need and-ant throuh

creditin, offerin and eDchane of *roducts of )a+ue -ith

others.K

7/27/2019 LT.doc

25/84

Maretin se!ent !eans !anae!ent of

!aretin *rora!s for acco!*+ishin oraniationa+ oa+

and o9ecti)es. The no-n as *+annin, i!*+e!entation,

and contro+ of *rora!s to achi)e *re / deter!ined

o9ecti)e.

A!erican !aretin association defines it as

JMaretin !anae!ent is a *rocess in)o+)in ana+ysis,

*+annin, ser)ices and ideas and that it rests on notion of

eDchane and that oa+ is to *roduce satisfaction for the

*arties in)o+)ed.K

Maretin de*ends hea)i+y on an effecti)e

co!!unication f+o- et-een the co!*any and consu!ers.

Manufacturin a *roduct and !ain it a)ai+a+e on the

!aret is on+y a*art of the co!*any 9o. It is e@ua++y

i!*ortant to !ae it no-n to the consu!ers that the

*roducts a)ai+a+e in the !aret.

The fir! atte!*ts to co!!unicate -ith

consu!ers throuh e@ua++y *roducts, co+orfu+ *acaes,

-ritten !essaes, *icture and sy!o+s, attracti)e sho-

roo!s and efficient sa+es!an. hen these )arious sti!u+i

are recei)ed and inter*reted y consu!er, !aretin

co!!unication taes *+ace. The co!!unication a+so

in)o+)es feedac fro! consu!er to the co!*any.

7/27/2019 LT.doc

26/84

PROMOTION AS AN IMPORTANTCOMPONENT OF COMMUNICATION

It is a for! of co!!unication -ith an e+e!ent of

*ersuasion. Hence this third e+e!ent of !aretin !iD

!aes *ersuasi)e co!!unication as the heart of

*ro!otion. Pro!otion is a *rocess of !aretin

co!!unication to infor!, *ersuade, re!ind and inf+uence

consu!er or users in fa)our of G.S. *roduct or ser)ice.

Accordin to A++derson, ruce and Pau+ *ro!otion is

referred to as Jany !aretin efforts -hose function is to

infor!, or *ersuade actua+ or *otentia+ consu!ers aout

the !erits of a i)en *roduct or ser)ice for the *ur*ose of

introducin a consu!er either to continue or start

*urchasin the fir!Es *roducts or ser)ice at so!e i)en

*rice.K

The ? PEs of the *ro!otion !iD are ;4

#. Ad)ertisin

". *u+icity

:. *ersona+ se++in

?. Sa+es *ro!otion

1. A"#t,+,!&> ? It is any *aid for! of no- *ersona+

*resentation and *ro!otion of ideas, oods and

ser)ice y an identify s*onsor. It is a !eans of !ass

co!!unication.

7/27/2019 LT.doc

27/84

". P#+*%+,o! P*9/,c,t4> ? It is non4*ersona+

sti!u+ation of de!and of for a *roduct, ser)ice or

usiness unit y *+acin co!!ercia+ sinificant ne-

aout it in a *u+ication otainin fa)oura+e

*resentation of it u*on radio, te+e)ision or stae. It is

not *aid for y the s*onsor.

:. P#+o!%/ S#//,!&; 4 It is the est !eans of ora+ and

face to face co!!unication and *resentation -ith the

*ros*ects for the *ur*ose !ain sa+es.

?. S%/#+ Po-ot,o!; 4 It co)ers a++ !aretin acti)ities

other than ad)ertisin, *u+icity and *ersona+ se++in

sti!u+ate consu!er *urchasin and dea+ers

effecti)eness.

7/27/2019 LT.doc

28/84

MEANING OF ADVERISING

The ter! ad)ertisin oriinates for! the +atin

Oad)ertsE -hich !eans to turn round. Ad)ertisin thusdenotes the !ean e!*+oyed to dra- attention to any

o9ect or *ur*ose. In !aretin conteDt, ad)ertisin has

een defined as Jany *aid for! of non / *ersona+

*resentation and *ro!otion of ideas, oods or ser)ice y

an identify s*onsor.K Ad)ertise!ent is a +oo +anuae.

Ad)ertisin is the !ost )isi+e !aretin too+s, -hich

sees to trans!it an effecti)e !essae fro! the !aretin

to a rou* of indi)idua+s. Ad)ertisin ai!s at dra-in

attention to *roduct. It sees to create an a-areness aout

the eDistence of ad)ertisin *roduct. It *asses on

infor!ation in such a -ay that interest is created in the

!ind of the *ros*ecti)e consu!er aout the *roduct. Than

there is a ro-in desire to *osses the *roduct. A++ this

+eads to a uyin inc+ination.

It has een said that ad)ertisin is an i!*ortant

co!*onent of the !aretin !iD. Maretin eDecuters

decide aout the !aretin !iD e+e!ent to e used, andthe *roduction in -hich they are to e +ended in to their

!aretin *rora!s. A+!ost a++ consu!er oods

!anufacturin and !any industria+ *roduct !aret inc+ude

ad)ertisin in their !aretin !iD.

Maretin conce*ts and techni@ues can e -e++

a**+ied to non / co!!ercia+ socia+ )enture, and

7/27/2019 LT.doc

29/84

ad)ertisin *ro!otes such non / co!!ercia+ )entures such

as fa!i+y *+annin, adu+t +iteracy, etc. e)en *o+itica+

candidate use anners, outdoor sins and other for!s of

ad)ertisin to et.

7/27/2019 LT.doc

30/84

ECONIMIC ASPECTSOF

ADVERTISING

1. E33#ct O3 A"#t,+,!& O! D,+t,9*t,o!Co+t >?

The tota+ cost for any *roduct is !ade u* of the

cost of *roduction and the cost se++in and

distriution. Production cost increases at a +o-er rat

than the increase in distriution cost. This is nature in

)ie- of the i!*ro)ed techno+oy, -hich has

strea!+ined *roduction. Ad)ertisin cost is a cost of

co!*etition. It is the *roce -e *ay to ha)e the

freedo! of choice.

2. E33#ct O3 A"#t,+,!& O! Co!+*-#

P,c# >?

Ad)ertisin !ay resu+t in hiher *rices if it is

ineffecti)e or if it does not resu+t in an increased sa+es

)o+u!e, e)en thouht !aret saturation has not yet

de)e+o*ed.

7/27/2019 LT.doc

31/84

SOCIAL ASPECTSOF ADVERTISING

1.A"#t,+,!& A!" C*/t*%/ V%/*#+ >?7u+ture is the !ost funda!enta+ deter!inant of a

*erson -ants and eha)ior. The chi+d ro-in u* in a

society, +earns a asic set of )a+ues, *erce*tions,

*references and eha)iors thouht a *rocess of

socia+iation, in)o+)in the *roducts.

In India, -e eD*ect ad)ertisin to *ro!ote socia++y

oriented o9ecti)es such as the discontinuance of

s!oin, fa!i+y *+annin, *hysica+ fitness, the

e+i!ination of a+coho+ -e de!and that ad)ertisin

shou+d res*ond to our cu+tura+ )a+ue.

2.A"#t,+,!& A!" O3 St%!"%" O3 L,,!& >?

The standard of +i)in is an indeD of the *roduct

used y *eo*+e in their day4to4day +ife. It refers to the

consu!*tion *attern of the *eo*+e ref+ectin the

condition of +i)in in a country.

7/27/2019 LT.doc

32/84

HO DOES ADVERTISINGPERSUADE THE =U'ER

1. Th# A"#t,+,!& Sho*/" =# O3 I!t##+t ToTh# A*",#!c# >?

The first re@uire!ent is that the ad)ertise!ent

shou+d ca*ture the attention of its audience. To achie)e

this, the ad)ertise!ent has to *ro)ide the audience the

infor!ation that is of interest to the!.

2. Th# %*",#!c# +ho*/" ,!t##t th# -#++%,! th# -%!!# ,!t#!"#".

It is essentia+ that an ad)ertisin shou+d *ro)ide

infor!ation that is of interest to the audience. $n+y then

the audience -ou+d +isten to it. It is a+so essentia+ that

the audience see the ad)ertisin and inter*ret it in a

-ay fa)oura+e to the ad)ertiser.

. Th# %"#t,+,!& +ho*/" ,!3/*#!c# th#%*",#!c#>?

It is not enouh if the audience +isten to the

ad)ertise!ent and inter*rets in the -ay the ad)ertisin

or co!!unication eD*ects it to e inter*reted. It shou+d

e a**ea+in to the! and inf+uence their attitude,

thouht *rocess and *urchase eha)ior in fa)our of the

ad)ertisin rand.

7/27/2019 LT.doc

33/84

O=BECTIVEOF

ADVERTISING

Pin*ointin the ad)ertisin o9ecti)es he+*

!aes oneEs oa+s rea+, +eadin to effecti)e

de)e+o*!ent of ad)ertisin *rora!!ers for !eetin

the o9ecti)e. So!e of the ad)ertisin o9ecti)es are

enu!erated as e+o-;4

Introduction of ne- *roducts in the !aret.

2D*ansion of the !aret for the eDistin

*roducts6rands.

7ounterin co!*etition

Re!indin custo!ers

Reassurin the custo!ers y re!o)in *ost

*urchase dissonance.

Bui+din u* rand i!ae and co!*any i!ae.

Aidin the tota+ se++in function y tain the

custo!er throuh a++ the ste*4fro! a-areness

to *urchase.

Su**ortin other sa+es *ro!otion acti)ities.

7/27/2019 LT.doc

34/84

Sti!u+atin Ji!*u+se uyinK.

ADVERTISING MEDIA

hat is !edia

Media consists of channe+s for carryin the intended

ad)ertisin !essae to a se+ected audience.

Media that are co!!on+y used in ad)ertisin.

The !a9or !edia co!!on+y used for ad)ertisin

re@uire!ent are ;4

a> Print Media

(e-s*a*ers

Maaines

Trade 9ourna+s

8irect !ai+

> Audio6Visua+6audio4)isua+ Media

Radio

Te+e)ision

7ine!a

$utdoor

In the !odern ti!es, T.V. and cine!as ha)e eco!e

!ass !edia for ad)ertisin the *roduct of a co!*any. T.V.

and cine!as ha)e an added ad)antae o)er radio,

7/27/2019 LT.doc

35/84

ecause the !essaes are Oseen and heard and they

a**ear O+i)eE to the audience.

7/27/2019 LT.doc

36/84

=% of ad)ertise!ent sho-n on T.V are of HLL

HLL sho-n the ad)ertise!ent reardin its *roducts in :

!a9or channe+ na!e+y ee T.V. star *+us, and

8oordarshan.

It is a o)ern!ent nor! that !ini!u! Rs. #=,%%% for #%

second to e chanes for once to i)e ad)ertisin in any

channe+.

There are )arious ad)ertisin of ad)ance throuh the

!edia of te+e)ision. They are +isted as under ;4

a) The reach and exposure are countrywde

!) It s !e"e#ed !y ad#ertsn$ to !e a cost e%%cent &eda snce o#er a

hundred &""on can !e reached wth e#ery t&e an ad#ertsn$ s

shown.

c) The audo'#sua" &pact o% te"e#son co&&erca" s thou$ht to !e

h$her than %or any other &edu&.

d) (ponsorshp o% $oods pro$ra&&es !rn$s the ad#ertser a "ot p%

pu!"cty.

e) Te"e#son ad#ertsn$ $#es a !rand a natona" &a$e.

%) The costs are exor!tant"y h$h, a "ahs rupees %or a 1* second spot at

pr&e t&e. Ths s !esde the cost o% producton.

$) The ad#ertser has "tt"e or no contro" o#er the &anner n whch the

co&&erca" s pro+ected.

7/27/2019 LT.doc

37/84

ADVERTISING APPEALS THEME

The ad)ertise!ent is ui+t around a core idea,

for instance Liri+ soa* ad)ertise!ent is ui+t aroundfreshness conce*t. This centra+ or core idea runs throuh

the -ho+e co*y. The sa!e idea are sustained in the entire

ca!*ain consistin of a series ad)ertise!ent. The +ate

(arendra Mohan of IIM / A studied the the!es of Indian

ad)ertise!ent co*y and identify the fo++o-in the!es ;4

1.UTILITARIAN THEMES >?

Here, the !a9or e!*hasis -as on the usefu+ness

of the *roduct. Rin and -hiteness is a uti+itarian the!e.

2. FOCUSED THEME >?

This the!e is directed to a s*ecific se!ent of

the !aret. Cohnson direct a++ the !essae of its ay

*roducts to !other -ho +o)e and care for their aies.

.INFORMATIVE THEME >?

The the!e asica++y infor!s aout the *roduct.A++ of us !ust ha)e seen the infor!ati)e the!es of

ad)ertise!ent co*ies and no / frost friend and !icro-a)e

o)en these days.

7/27/2019 LT.doc

38/84

. NON?SPECIFIC THEME >?

This the!e is )aue and diffused. An

ad)ertise!ent of rayon states;Practica+ *eo*+e -ear it, usy *eo*+e ride on it,

industries de*end on it and s!art *eo*+e ac on it.

5. ACHIEVEMENT @ ORIENTATION THEME >?

Here, the ad)ertise!ent announces the

achie)e!ent to its credit +ie earnins, eD*ort a-ards,

a-ards for eDce++ence, a-ards for *roducti)ity, for! of

acc+ai!s. Phi+i*s recent+y announced that is the co!*any

that a)e the -or+d the *icture tue.

6. DESCRIPTIVE AND PROBECTIVE THEME >?

It is an a!a+a! or co!+ination of infor!ation

and achie)e!ent the!es. The !essae is ui+t around the

ad)ertise *roduct6ser)ice and *ro9ect an

i!ae6achie)e!ent of ad)ertiser. T2L7$ it thus a

!o)e!ent.

7. NE PROBECT ?

The ne- *roduct +aunches, eD*+oit these the!es,

e.. +aunch of an anti4u+cer *roduct +ie Rantiedene or

credit.

7/27/2019 LT.doc

39/84

8. HOMOUR APPEALS >?

Use of hu!our has eco!e )ery co!!on in

ad)ertisin these days. An audience !ay *ause -hen theyco!e across a !essae couched in hu!our.

:. FEAR APPEALS >?

1ear a**ea+s of so!e ind or the other are

-ide+y used in ad)ertise!ent. In so!e cases, the

ad)ertiser tries to e)oe fee+ins of fear or anDiety in the

!inds of the recei)er sayin that the fai+ure to use the

ad)ertised *roduct !iht resu+t on reat +oss6da!aes to

the recei)er in ter!s of !oney, *restie, etc.

Bans and insurance co!*any often use fear

a**ea+. 1or instance, the united India assurance co!*any

e)oes fear in the readers !ind ;4

7/27/2019 LT.doc

40/84

ADVERTISING LA'OUT

Th## %# t;o %t+ o3 %! %"#t,+,!& co4 >?

1)Ad#ertsn$ the&e or appea"s that attract custo&ers

-) Ad#ertsn$ "ayout

Ad)ertisin +ayout dea+s -ith *ro*er and attracti)e

*hysica++y arrane!ent for the est *resentation of the

!essae or sa+es co!!unication e+e!ents;41. ead"nes

-. ""ustraton and co"ors

/. text

0. ad#ertsn$ or sponsor

. !"ac or whte space and the !order to create dstnct#eness.

1. H#%"/,!#>?

Head+ines !ust *ut forth the !ain the!e or

a**ea+ in a fe- -ords. It shou+d e c+ear, si!*+e, short and

attracti)e to ho+d attention of the *ros*ect.

2. I//*+t%t,o!+>?They *ro)ide +ine dra-ins, cartoons,

*icture, sy!o+s *hotora*hs for attractin attention,

creatin interest and arousin desirene.

7/27/2019 LT.doc

41/84

. Co/o>?

It is an i!*ortant inredient of an

ad)ertise!ent. Cudicious +endin of co+or can e)oe

e!otiona+ reaction.

. T#$t>?

It is ca++ed the heart of ad)ertisin co*y.

The ody eD*+ains and de)e+o*!ent the ideas *resented in

the head+ine.

5. S/o&%!>?

A s+oan shou+d funda!enta+ sa+es

aru!ent for *roduct or ser)ice, eD*ressed in fe- -ords. It

shou+d contain the rand na!e and the na!e of theco!*any.

So-# &oo" +/o&%!+ %#>?

I3 ,t ,+ Ph,/,+< 4o* c%! 9# +*#.

K#/,!%to R#3,%to. It ,+ coo/#+t o!#.

Boh!+o!+ =%94 /ot,o! @ Th# +o3t< +o3t &/o;.

7/27/2019 LT.doc

42/84

ADVERTISING COP'

The ter! Oco*yE inc+udes e)ery sin+e feature

that a**ears in the ody of the ad)ertise!ent. In ear+ierdays, Oco*yE -as used to refer on+y to the -ritten !atter in

ad)ertisin. In the *resent ti!es co*y is a++ e!racin

ter! co)erin a++ that a**ear in an ad)ertise!ent / the

-ritten !atter, *ictures, +ae+s, +oo and desined.

7o*y de)e+o*!ent has eco!e the tas of

*rofessiona+ ad)ertisin aencies. Ho-e)er, is co*y

de)e+o*!ent eco!es successfu+ on+y -hen there is c+ose

interaction et-een the ad)ertiser and the aency. The

aencyEs 9o eco!e c+earer.

7/27/2019 LT.doc

43/84

ADVERTISING AGENC'

Today, the ad)ertisin 9o has eco!e so

co!*+eD and +are that nor!a++y no usiness fir! choosesto hand+e the function direct+y. They e!*+oy ad)ertisin

aency. The ad)ertisin aency has eco!e a !a9or

institution in the fie+d of ad)ertisin and !aretin.

An ad)ertisin aency is an inde*endent concern

actin as a s*ecia++y in *+annin, creatin and *+acin of

ad)ertise!et.

7/27/2019 LT.doc

44/84

FUNCTIONSOF

ADVERTISING AGENC'

1. =%+,c F*!ct,o! >?

%)C#%t,!& A! A"#t,+#-#!t >?

The creati)e de*art!ent is res*onsi+e for creatin an

ad)ertise!ent, the ad)ertiser su**+ies the infor!ation

aout the nature of the *roduct, the re+ati)e strenth of

the *roduct )is4Q4)is other co!*etin *roduct, the taret

rou* of audience, @ua+ity to hih+iht, etc.

9)Po"*c,!& A! A"#t,+#-#!t >?

*roduction de*art!ent i)es the concrete sha*e to theideas of creati)e de*art!ent y *rocurin necessary

*hotora*hs, dra-ins, charts, etc fro! different sources.

c) P/%c,!& A! A"#t,+#-#!t >?

The neDt *rocess in this direction is to rin the

ad)ertise!ent in the notice of the *u+ic. There are -ide

)arieties of !edia for this *ur*ose.

2. A"",t,o!%/ 3*!ct,o! >?

%)M%#t >? In ad)anced countries !any +are

ad)ertisin aency ha)e de)e+o*!ent their o-n

!aret research de*art!ent, -hich conducts

7/27/2019 LT.doc

45/84

sur)eys to study the chanes in consu!er tastes

and *reference etc. for e..:% to :' of *eo*+e in

the society *refer to use ayur)edic and natura+

*roducts and dis+ie che!ica+ ased oods. Hence

HLL has introduction a ne- *roduct rand na!ed

JAYUSHK. If offers a -ide rane of *roducts

inc+udin soa*, sha!*oos and hair oi+s. JHIMALAYA

AYURV28I7 7$(72PTSK can e cited another

eDa!*+e.

9)A",c# o! -%#t,!& ",+t,9*t,o! o/,c,#+ >?

!any ad)ertisin aencies render ad)ice to

ad)ertiser on enera+ !aretin issues, se+ection of

a**ro*riate distriution channe+s,etc.

HLL uses the eD*ect ser)ices rendered y t-o fa!ous

ad)ertisin aencies na!e+y LI(TAS at Mu!ai and

MU8RA at Ah!edaad

7/27/2019 LT.doc

46/84

PRODUCT ADVERTISING

Product ad)ertisin con)eys infor!ation

aout a *roduct. 2)ery !onth HLL introduction a ne-*roduct. It is of three ty*es.

%) P,o!##,!& %"#t,+,!&>?

Here an atte!*t is !ade to sti!u+ation the *ri!ary

de!and of the *roduct cateory rather than a s*ecific

rand. The initia+ ad)ertisin of !icro-a)e o)ens,

e+ectronic !os@uito re*e++ants and *roduct cateoryis first introduced. It is educati)e in intent.

9) co-#t,t,# %"#t,+,!& >?

Here, se+ection de!and of a s*ecific *roduct rand

is sti!u+ated. By no-, the *roduct is esta+ished in

the !aret and has reached the ro-th in the !aret

and has reached the !anufacturin stae of *roduct

+ife cyc+e.

c)#t#!t,# %"#t,+,!&>?

The *roduct is no- ha)in a fir! footin in the

!aret. Its sa+es !ay start dec+inin +ater. The uyer

!ust e re!inded aout the *roduct to sustain the

+oya+ty.

7/27/2019 LT.doc

47/84

RELATION OF PRODUCTADVERTISING

TO

PRODUCT LIFE C'CLE

INFORMATIVE PRODCT ADVERTISING

ui+d u* an initia+ de!and for the *roduct at the

introductory stae. Most+y a++ ne- *roducts are

*ro!oted in this -ay.

PERSUASIVE PRODUCT ADVERTISING

ai!s at ui+din u* the de!and for the s*ecific

rand6*roduct. It is used in ro-th and !aturity

stae.

REMIDER ORIENTED ADVERTISING

ai!s at strenthenin the *re)ious *ro!otiona+acti)ity y ee*in the rand na!e efore theeye of the *u+ic. It is used at the !aturity staeas -e++ as dec+inin *hase of *roduct +ife cyc+e.

7/27/2019 LT.doc

48/84

INFORMATIVE PERSUAVSIVE REMINDER $OREINTED

ADVERTISING ADVERTISING

TIME

7/27/2019 LT.doc

49/84

RANB OF PRODUCTSOFFERED =' HLL

H&' *+&/ 0+

P#+o!%/ Po"*ct+

Sin care

fair and +o)e+y

*ondEs

$ra+ care

Pe*sodent

7+ose4u*

Hair care

Sunsi+

7+inic

8eodrants

ADe

7os!etics

+a!e

S&* 1 D2+2

1aric -ash

Surf

Rin

hee+

7/27/2019 LT.doc

50/84

Persona+ -ash

Lifeuoy

LuDBreee

Househo+d care

)i!

7/27/2019 LT.doc

51/84

F&&1 1 B4+

Ic#?c#%-+

3-a+ity -a++Es cornetto

3-a+ity -a++Es feast

3-a+ity -a++Es !aD

3-a+ity -a++Es cornetto soft

3-a+ity -a++Es +ac currant sundae

Po*/% 3oo"+

Anna*urna

C*/,!%4

3issan

=##%+

Brooe ond : Roses

Brooe ond red +ae+

Brooe ond A#

Brooe ond Ta9 !aha+

Brooe ond ru

Li*ton taa

Li*ton ye++o- +ae+

Li*ton reen +ae+

7/27/2019 LT.doc

52/84

O,/+ %!" F%t+

8a+da

7/27/2019 LT.doc

53/84

1air Lo)e+y / the !irac+e -orr

Based on a re)o+utionary reathrouh in sin

+ihtenin techno+oy, 1air Lo)e+y -as test

!areted in #50' and has een nationa++y !areted

since #50=.

1air Lo)e+y for!u+ation contains a uni@ue

fairness syste! that contain a co!ination of acti)e

aents and sunscreens.

7/27/2019 LT.doc

54/84

PondEs / the eauty eD*ert

PondEs co+d crea! -as +aunched in India in #5?0

and -as fo++o-ed y the +aunch of *ondEs

8rea!f+o-er Ta+c in #5'&.

PondEs is aout eauty that reffects the ti!es.

PondEs rins su*erior and inno)ati)e so+ution to

!eet a++ sin care needs y de+i)erin outstandin

*ersona+ eauty so+ution / throuh scientific sineD*ertise, eDtensi)e research and strinent *roduct

testin.

7/27/2019 LT.doc

55/84

7+ose / U* Cee 3e 8eho yar

7+ose / u*, the youth rand, -as the first e+

tooth*est to e +aunched in India in#50' and has

re!ained the cateory +eader e)er since. The rand

arose out of a uni)ersa+ need for confidence in a

socia+ situation, startin -ith fresh reath.

In "%%", c+ose / u* -as re+aunched in t-o

)ariants / c+ose / u* tin+y red and c+ose / u*euca+y*tus -a)es.

7/27/2019 LT.doc

56/84

Sunsi+ / The hair eD*ort

Lauched in #5&?, Sunsi+ is the +arest eauty

sha!*oo rand in the country. Positioned as the OHair

2D*ort,E Sunsi+ has identified different hair needs and

offers the consu!er a sha!*oo that i)es her the

desired resu+ts.

The enefit are !ore co!*e++in and re+ati)e

since the )ariant are har!onied in ter! of the

*roduct !iD / frarance, co+or and inredients are a++

-e++ +ined to cue the o)era++ synery. The rane

co!es in *re!iu! *acain and desin. The accent

is on fe!inity, as ca*tured in the ta+ine / JBaa+on

!ein dhadan, di+ !ein shararat.K

7/27/2019 LT.doc

57/84

7+inic / for hea+thy hair

7+inic *+us sha!*oo -as +aunched in India in the

year #5=0 and is *ositioned as the sha!*oo that

!aes your fa!i+yEs hair hea+thy and +o-in. Oc+inic

*+us is tareted at !others. 2ducated yet !easurin

their se+f / estee! throuh their chi+drenEs

achie)e!ents.E

7/27/2019 LT.doc

58/84

ADe / the !anet

ADe, the deodorant that is considered coo+,

fashiona+e and sty+ish y youn !en -as +aunched

in India in#555. A)ai+a+e in !ore than &% countries

around the -or+d +eader in !a+e toi+etries.

7/27/2019 LT.doc

59/84

Fua+ity -a++Es 7ornetto / ite ite !ein *yar

Launched in the year #55'45&, 7ornetto is

undouted+y one of the !ost *o*u+ar ice crea! in

India. Positioned as the icon of ro!ance and s*ecia+

!o!ents / it is tareted at youn adu+ts.

7/27/2019 LT.doc

60/84

Fua+ity a++Es 1east / feastin on Othe i fE

Launched in #55'45&, the @ua+ity -a++Es feast

rane of ice crea!s and froen desserts has een

*ositioned as a Oyoun ice crea! rand -ith an

attitude.E

$)er the years, the feast has eD*anded its

Ochoco+ate on+yE *ortfo+io to a !o)e di)erse one y

inc+udin refresh!ent *roducts +ie !ano a*,

7a+y*so *unch and Ca+9eera +ast. This -as in ee*in

in +ine -ith the )aried need4states of todayEs youth.

7/27/2019 LT.doc

61/84

Fua+ity -a++Es MA / the O!astiE ice crea!

MaD, +aunched in the year #555 as the O!astiE ice

crea!, is tareted so+e+y at chi+dren.

A++ !aD *roduct are fortified -ith eDtra )ita!ins,

!aD cu*s and !aD #": ha)e )ita!ins A, !aD orane

and !aD 9oos ha)e rea+ fruit 9icies and )ita!ins 7 < a

sin+e !aD orane candy offers a chi+d #' of his

dai+y re@uire!ent of )ita!in 7>

7/27/2019 LT.doc

62/84

Anna*urna / f+o-in of a f+our

Hindustan +e)erEs Anna*urna fortified Atta,

de)e+o*ed throuh usin araria! and *rocessin

techno+oes, is eDtracted fro! *re!iu! @ua+ity food

rains. Its richness of nitrification. The iron in it, in

*articu+ar, address a deficiency that & out of #% Indian

suffer fro!.

7/27/2019 LT.doc

63/84

M#h!%t *-< h, 9h, "h/%, No.1.

hee+ / !aes -ashin easy

hee+ is a deterent rand that caters to the

+aundry needs of the !ass !aret. It -as first

+aunched in the year #5=0. -hee+ reen is the sin+e

+arest deterent rand in

India y )a+ue.

7/27/2019 LT.doc

64/84

Surf / Mu!!yEs est friend

Launched in #5'5, surf -as the first in the India

deterent *o-der !aret. $)er the years, surf hasantici*ated the chanin -ashin needs of the Indian

ho!e!aer and constant+y u*raded itse+f.

(o- you donEt ha)e to -orry aout tacin the

rea+y touh stains, es*ecia++y on your co+ored c+othes

anyone. OSurf 2Dce+ Hai (a E

7/27/2019 LT.doc

65/84

Lifeuoy / J1a!i+y hea+th *rotection for !y fa!i+y and

!eK.

J-or+dEs +arest se++in soa* offers a stroner

hea+th enefit to the entire fa!i+y. Launched in the

year #=5', +ifeuoy, for o)er a #%% years, has een

synony!ous -ith hea+th and )a+ue. The ric red

soa*, -ith its *erfu!e and *o*u+ar +ifeuoy 9in+e

ha)e carried the +ifeuoy !essae of hea+th across

the +enth and readth of the country, !ain it

+arest se++in soa* rand in the -or+d.

In "%%", +ifeuoy -as re+aunched, !aretin a

ne- turnin *oint in its history. The ne- !iD inc+udes

a ne- for!u+ation and a re*ositionin of the rand to

!ae it !ore re+e)ant to oth ne- and eDistin

consu!er.

7/27/2019 LT.doc

66/84

LuD / the fi+! starEs choice

2ndorsed y *o*u+ar fi+! star. LuD is one of the

iest rand in soa* cateory. as +aunched inIndian in the year #5%'.

LuD co!es in : attracti)e / +uD *in is a frarant

ense!+e of a+!ond oi+. LuD -hite a rich creation of

!i+ crea! and +uD +ac o)erf+o- -ith the oodness of honey, and isa+so the first of its ind in the !aret.

7/27/2019 LT.doc

67/84

La!e / on to* of the -or+d

Ha+f a century ao, as India too her ste*s into

freedo!,

La!e, IndiaEs first eauty rand -as orn. At a

ti!e -hen the eauty industry in India -as at a

nascent stae, La!e ta**ed into -hat -ou+d ro- to

e a!onst the +eadin, hih consu!er interest

se!ent in Indian industry / that of sincare and

cos!etic *roducts. Ar!ed -ith *otent co!ination of

foresiht, research and constant inno)ation, La!e

has ro-n to e the !aret +eader in the cos!etic

industry.

La!e today has ro-n to ha)e a

-ide )ariety of *roducts and ser)ice that a++ facet of

eauty care, and ar! the consu!er -ith *roducts to

*a!*er herse+f fro! head to toe,

This is ref+ected in the ad)ertisin +ine for +a!e,

J$n To* $f the or+dK

7/27/2019 LT.doc

68/84

Vi! 4 har har a !oh tod 9a-a

In #55:Vi! Bar -as +aunched. This *roduct had

!any

enefits inc+ude etter c+ean, ease of hand+in

and easy storae. Vi! Bar -as re4+aunched in #550

-ith an i!*ro)ed for!u+ation and ne-

co!!unication, -hich tac+ed econo!y and

*erfor!ance.

7/27/2019 LT.doc

69/84

Brooe Bond Red Lae+ / nationEs cu* of tea

Brooe Bond Red Lae+ Tea -as +aunched in year

#5%:,-hich!aes it one of the o+dest rand of tea in the

country.

The ne- ca!*ain hih+ihts the irresisti+e

taste of the ne- Red Lae+ Tea throuh eDecutionsthat re)o+)e around a )ery catchy ase +ine J8onEt

Mind / 2 7u* AurK / Ready for another cu*

7/27/2019 LT.doc

70/84

Li*ton Taaa / the fresh cu* of tea

Li*ton Taaa -as +aunched in #5==. The stratey

for the +aunch -as to con)ert +oose tea users into*acet tea. The na!e Taaa sinified O 1resh TeaE The

core enifts -as refresh!ent.

7/27/2019 LT.doc

71/84

Brooe ond ta9 !aha+ / O-ah ta9 E

Ta9 !aha+ tea -as +aunched in #5&& as a

*re!iu! 7T7 +ead rand. The tea is carefu++y chosen

fro! a thousand teas fro! the est ardens of Assa!

to i)e it an eD@uisite aro!a and taste. It is endorsed

y ustaad a9ir hussain -ho *ersonifies the rand in

a++ res*ects.

7/27/2019 LT.doc

72/84

3issan / the taste to ro- u* -ith

Ac@uired y Hindustan +e)er +i!ited in#55?,

the issan cateory consists of de+icious+y -ho+eso!e*roduct for ids to ro- u*.

The issan rane consists of etchu* and

other sauces, *uree, 9a!s, s@uashes and ready / to /

drin*roducts.

7/27/2019 LT.doc

73/84

8a+da / for hea+thy cooin

Launche in #5:0, da+da )anas*ati has een

the Indian house-ifeEs trusted co!*anies for tasty,

hea+thy cooin. 7onsidered as an associated -ith

*urity, @ua+ity and trust-orthiness.

7/27/2019 LT.doc

74/84

UALIT' POLIC'

Hindustan +e)er +i!ited considers @ua+ity as one

of its *rinci*a+ strateic o9ecti)es to uarantee its ro-thand +eadershi* in the !aret in -hich it o*erates.

The co!*any is co!!itted to res*ond creati)e+y

and co!*etiti)e+y to the chanin needs and as*iration of

our consu!er throuh re+ent+ess *ursuit of techno+oy

eDce++ent, inno)ation and @ua+ity !anae!ent across our

that are a**ro*riate to the )arious *rice *oints in the

!aret as -e++ as to out co!!it!ent to ui+din

shareho+der )a+ue.

The co!*any reconies that itEs e!*+oyees are

the *ri!ary source of success in its o*eration and is

co!!itted to trainin and *ro)idin the! the necessary

too+s and techno+oy as -e++ as e!*o-erin the! to

ensure road ase co!*+iance of this *o+icy to the

oraniation at a++ +e)e+s.

7/27/2019 LT.doc

75/84

ADVERTISING =UDGET

1or !any co!*anies, ad)ertisin is an eDtre!e+y

)itua+ force in the success of their !aretin endea)ours.Ad)ertisin is a *o-erfu+ !aretin too+s, ut it is hih+y

eD*ensi)e too. In India, there are !ore than a doen such

co!*anies -hose ad)ertisin eD*endin runs in to a fe-

!i++ion.

=*"t,!&

Because the ad)ertisin udet is a *+an for the

co!*anyEs future ad)ertisin, it can !ae a usefu+

contriution to a *rofita+e o*eration. Ad)ertisin

eD*endin is no +oner an eD*endin, it is no- -ide+y

considered to e an in)est!ent. HLL s*ends a+!ost ?% of

its tota+ udet in ad)ertisin. 2)ery year HLL adds '% oftheir net *rofit in their ad)ertisin udet.

1or e.."%% crore is the net *rofit

'% of net *rofit N#%% crores

Therefore, =%% crores is the ad)ertisin udet

#%% crores is added

5%% crores

7/27/2019 LT.doc

76/84

=*"t oc#++

The *re*aration of an ad)ertisin udet

enera++y deter!ines the sie of ad)ertisin eD*enditure.Ho- !uch shou+d e s*ent on ad)ertisin to deter!ine

this is the *ur*ose of the ad)ertisin udet. Ad)ertisin

udet is the trans+ation of an ad)ertisin *+an into ru*ees.

Ad)ertisin udet is *re*ared y the

ad)ertisin !anaer of the co!*any. The startin *oint ofany ad)ertisin udet *rocess is the deter!ination of the

sie of ad)ertisin a**ro*riation. The neDt ste* after

arri)in at tota+ eD*enditure is a**ortion!ent of this fund.

This fund a++ocation has to tae into account the !aret

*otentia+ -ithin )arious se!ents, the ti!e *eriod and the

eora*hica+ areas o)er -hich ad)ertisin -i++ e s*read inaccordance -ith the o)era++ ad)ertisin stratey.

8urin the eDecution of the udet, the

ad)ertisin !anaer has to eDerices contro+ so the funds

that ha)e een a++ocated !ay e s*ent in !ost econo!ica+

!anner.

7/27/2019 LT.doc

77/84

ACHIEVEMENTS OFHINDUSTAN LEVER LIMITED

H,!"*+t%! /## /,-,t#" h%+ #c#,#" th#

-ot,/%/ o+;%/ /%+t ;#%/th c#%to %;%"

3o th# #,o" 1::6?2001

HLLEs finance director, Mr. 8. Sundara!,

recei)ed the a-ard on eha+f of the co!*any. This is the

'th ti!e that HLL has een conferred -ith this distinction.

HLL has i!*ro)ed its R$S2 fro! ': in#55& to

&' in "%%%, achie)ed throuh ro-th,

!arini!*ro)e!ent and ca*ita+ *roducti)ity.

1or the 5 !onth *eriod ended :%th Se*te!er

"%%#, HLLEs net sa+es -ere Rs. #%:%.50 crore

7/27/2019 LT.doc

78/84

aressi)e co!*etition. 1air +o)e+y and *onds re-

the sin usiness y "#. hee+ re- y #= !ain

it the nu!er one randed in +aundry and +eadin a

tota+ faric -ash ro-th y 0.

7/27/2019 LT.doc

79/84

KE' HIGHLIGHTS

a> The co!*anyEs sa+es ha)e sho-n a !arina+

increase of #.%= in the F#1Y%# as co!*ared to

the corres*ondin @uarter of the +ast fisca+. The

co!*any has *osted a net *rofit of Rs ::5.': crore

for the @uarter ended !arch :#.

> As *er financia+ re*ort of HLL / 9une @uarter

o*eratin *rofit is u* y ":.0 and PAT rises y

#'.'.

F505/ F&+ T6 78+2+

Rs F#1Y%# F#1Y%% 7haneSa+es "&?".'# "?.%0 #.%=$ther #%"." 5%.%# #:.'?

2D*enditure ":%?.%5 ":":.=# Interest #.# :.?0 (et *rofit #".=' #%.%#

7/27/2019 LT.doc

80/84

FUTURE OUTLOOK

The 1M7G sector is runnin in its !aturity stae. ith

the s+o-do-n in the econo!y, the de!and is radua++yshiftin to-ards chea*er !ore )a+ue4for4!oney *roduct.

The co!*any has een -itnessin a sudden fa++ in its

to*+ine ro-th in the fast fe- years. To, counter this,

Hindustan +e)er is oin for a !a9or restructurin of its

usiness. It has decided to rationa+ie its *ortfo+io fro! ##%

rands to :& !ea rands.the co!*any is a+so enterin

into ser)ices +ie +a!e auty sa+oon and surf +aundry

ser)ices to ca*ture reater !arins.

In an initiati)e to e4 co!!erce, the co!*any is

)enturin e4tai+in. Its rocery e4tai+in )enture tarets

!onth+y re*+enish!ent sho**er -ith the +ure of eDotic

ite!s not a)ai+a+e +oca++y.

7/27/2019 LT.doc

81/84

SUGGETIONS

#. Since HLL is usin T.V. as a !eans of ad)ertisin its

*roducts, it can a+so start ad)ertisin in +oca+ ne-s*a*ers

in )ernacu+ar +anuaes, -hich are circ+tation in far off

)i++ae -here e)en today T.V. has not reached *eo*+eEs

houses. This -i++ a+so he+* the rura+ !ass to ha)e e@ua+

a-areness and no-+ede aout the eDistence of the

different *roducts.

". (o- a days *eo*+e ha)e eco!e !ore hea+th conscious

hence they *refer !ore natura+ and hera+ *roducts.

Hence, the fir! shou+d consu!er on *roducts !ore and

!ore hera+ *roducts to consu!er rather than che!ica+

ased *roducts.

:. In order to attract the custo!er attention the fir! can

a+so use )arious other outdoor ad)ertisin !ediaEs +ie i

hoardin, *aintins, anner, neon sinoard and transit

ad)ertisin. This -i++ he+* catch the attention of the

*roduct in the !aret.

?. The fir! shou+d desin different se!inars and discussion

and in)ite the *otentia+ custo!er and eDited uyers to

*artici*ate in it. This -i++ reat+y he+* the fir! to *roducer

)a+ua+e infor!ation aout the tastes, *reference and

haits and !oti)es of consu!ers. This -i++ a+so ena+e the

fir! to trace out an a*t so+ution aout the !aretin*ro+e! confronted in this re+ation.

7/27/2019 LT.doc

82/84

'. The do!estic *acet tea industry -as affected tea

industry y the discri!ination +e)y of eDcise duty of = on

randed *acet tea hence co!*any shou+d di)ert its

attention to this industry and rin so!e inno)ation in

*acain, taste, arora, etc of tea in order to !aintain and

ca*ture the !a9or !aret share.

&. The ora+ care sa+es dec+ined y 0.= hence the fir!

needs to create such strateies, -hich -ou+d faci+itate

*ro!otion of ora+ care ite!s in est !anner +eadin to its

)irant ro-th.

7/27/2019 LT.doc

83/84

CONCLUSION

1irst+y, I -ou+d +ie to con)ey !y ratitude to the

!aretin de*art!ent of Hindustan +e)er at Ca!naar, for*er!ittin !e to )isit there and sho-in their hos*ita+ity

to-ards !e.

The *ro9ect -or conducted is a *art of our B.B.A

sy++as. It has he+*ed !e a +ot to de)e+o* a fee+ of

industria+ en)iron!ent and the actua+ usiness *ractice.

HLL is the IndiaEs +arest 1M7GEs co!*any and is

continuous+y stri)in to ca*ture the !a9or !aret share.

As *er 9uneEs financia+ re*ort, *rofit after taD

rose y Rs ??0.:? crore. This indicates that it is

re+ent+ess+y oin to ai! for ro-th y concentratin on

inno)ation. This is one of the re!ara+e achie)e!ent on

its *art.

A++ in a++ HLL has een successfu+ in creatin and

!aintainin a ood !aret re*utation. It a+so *ossesses

)ery -e++ *+anned and de)e+o*ed de*art!ents !aretin

de*art!ent ein one of the!. 1uture *ros*ects of HLL are

)ery riht.

7/27/2019 LT.doc

84/84

=I=LIOGRAPH'

Books Authors1. %"#t,+,!& @

th#o4 %!" %ct,c#

Ch*!%;%//%< *-%