One Preface

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A

SUMMER INTERNSHIP REPORT

ON

MARKET RESEARCH

AT

Project Guide

Mr. Jagan Dave

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DECLARATION

We Dhiraj Bhansali, Mansi Nayak and Suraj Asnani hereby declare that the

research work presented in the thesis entitled Awareness regarding Flourish milk

among Housewives and Market analysis regarding requirement of alternate

source of constant heat for the fulfilment of the award of Post Graduate Diploma

In Management (P.G.D.M.) from Som-Lalit Institute of Business Administration,

Ahmedabad is based on our work during the summer training in the ONE

Advertising & Communications Ltd. The report comprises the result of

independent and original investigation carried out us. The material which obtained

(and used) from other sources has been duly acknowledged in the thesis.

Date:

Place: Signature of the Student

(Dhiraj Bhansali)

Roll No. 07

(Mansi Nayak)

Roll No. 30

(Suraj Asnani)

Roll No. 04

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Chapter No. Particulars Page No.

* Preface 4

* Acknowledgement 6

* Executive Summary : Project 1 Flourish Milk 8

* Executive Summary : Project 2 Abellon Clean Energy 10

I One Advertising & communications Services Ltd. 13

1.1 Introduction 13

1.2 Hierarchy of the company 14

1.3 About the organization 15

1.4 Clients 19

II Advertising 20

2.1 Introduction 20

2.2 Steps involved in advertisement planning 23

2.3 Types of advertising 25

2.4 Objective of advertising 29

2.5 The Advertisement pyramid 32

2.6 Indian advertising industry 35

III Advertising Agency 44

3.1 Types of advertising agencies 45

3.2 Role and functions of adverting agencies 48

3.3 Functions of advertising agencies 51

IV Project 1 Flourish Milk 53

4.1 Indian dairy industry 53

4.2 Flourish Milk 63

4.3 Research design 69

4.4 Data Analysis 71

4.5 Findings and conclusion 94

4.6 Questionnaire 96

V Project 2 Abllon Clean Energy 100

5.1 Introduction 100

5.2 Company and leadership 111

5.3 Pellexo 113

5.4 Applications 115

5.5 Research objectives and methodology 120

5.6 Data Analysis 123

5.7 Findings, Conclusion and Suggestions 132

5.8 Que Cards 134

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PREFACE

The PGDM program is well structured and integrated course of business

studies. The main objective of practical training at PGDM level is to develop skill

in student by supplement to the theoretical study of business management in

general. Summer Internship training helps to gain real life knowledge about the

business environment and practices.

Development of various organizations has changed due to innovation and

modernization after post independence era. So the need arises for managers to be

trained in a professional manner. To get acquainted with the theoretical aspects of

management and the practical implications of theory is greatly valuable for

business administration students.

To experience the corporate world, we were assigned a project on entitled

Awareness regarding Flourish milk among Housewives and Market analysis

regarding requirement of alternate source of constant heat. The beginning and end

of Marketing Management is Market Research. Knowing more about consumers,

dealers, institutions, and the entire marketing mix is the heart of marketing. It

provides a sound alternative solution to the marketing problems.

Learning is a continuous process and the project has indeed been an exhilarating

and a fruitful experience for me.

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In every professional course, training is an important factor. It is only the

training through which we came to know that what an industry is and how it

works. We can learn about various departmental operations being performed in the

industry, which would, in return, help me in the future when I will enter the

practical field.

During this whole training we got a lot of experience and came to know

about the management practices in real that how it differs from those of theoretical

knowledge and the practically in the real life.

In todays globalize world, where cutthroat competition is prevailing in the

market, theoretical knowledge is not sufficient. Beside this one need to have

practical knowledge, which would help an individual in his/her carrier activities

and it is true that Experience is best teacher

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ACKNOWLEDGEMENT With immense pleasure, I would like to present this project report for ONE

advertising & communication services Ltd . It has been an enriching experience for

me to undergo my summer training at ONE advertising & communication

services Ltd, which would not have possible without the goodwill and support of

the people around. As a student of Som Lalit Institute of Business Studies,

Ahmedabad I would like to express my sincere thanks to all those who helped me

during my training program

At the outset, we would like to place on record my sincere thanks to the

management of ONE advertising & communication services Ltd for their kind

permission to undertake Dissertation work in their organization.

We are very grateful to Mr.Jagan Dave, Mr.Jignesh Nimavat and Mr.Chirag

Amraniya, our company guide who constantly guided us and inspired us in

completion of this study for his kind Co-operation, assistant encouragement and

providing us with all facilities in carrying out our organizational study.

We are also sincerely thankful to all the members of the staff from different

departments who at various instances, in spite of heavy responsibilities and busy

schedules, they always managed time to provide proper guidance.

We also would like to thank Mr. Manish Srivastava, and staff of One

Advertising and Communications Service Ltd for their support and cooperation.

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Last but not the least, I would like to say that my parents and friends for

giving me their constant support and encouragement in completion of my project.

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EXECUTIVE SUMMARY

PROJECT 1

In todays competitive world while entering in the market it is very

necessary to have good knowledge of the potential of a particular market. The

information regarding the activities of competitors existing in the market so that

we can plan our each activity according to that. It is also necessary to retain the

existing customers apart from attracting the new customers.

The project is concerned with the market analysis of Flourish milk in

Ahmadabad city.

Title:-

Market analysis on awareness regarding Flourish Milk

Organization:-

Flourish Milk Products

Objective:-

The primary objective of the study was to find out the awareness of

Flourish Milk among housewives in Ahmadabad. The intention of this study is to

find the awareness and the usage of Flourish Milk among the housewives.

The secondary objective of the study was to find the awareness of tetra

packed milk among the housewives of Ahmadabad. Along with awareness, we also

found the usage of tetra pack milk.

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Research methodology:-

Research was a descriptive one and was done on consumers. Stratified

random sampling method was used for this purpose. The data is collected through

questionnaires which are filled by housewives. Questions were both open ended

and close ended.

Type of sampling is stratified random sampling.

Findings:-

The awareness of Flourish Milk is very less among the housewives in

Ahmedabad region. The usage is also very less. It is due to less advertising. The

awareness and usage of tetra pack milk is also very less.

Data Analysis:-

The data analysis is done differently for all the questions. It gives a clear

view for each of the results.

Conclusion:-

It was concluded that Flourish Milk is very weak in the market as it is in

its initial stages. The sales should increase with the increase in the awareness.

Lowering its price would bring about a change in the perception of people towards

it. So they can they change their brand and switch to Flourish Milk.

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EXECUTIVE SUMMARY

PROJECT 2

In order to know the usage of cooking fuel in different food shops in

Ahmedabad city, we conducted a research study. We wanted to find out exactly

which type of cooking fuel they are currently using and what factors are important

for using the same. Factors such as price, availability, heat produced, safety etc

which matters a lot to shop keepers are also studied.

The research findings in this report will highlight and explain the current

usage of cooking fuel in different shops according to their convenience and also

want of some new alternative which help them in cost reduction. The main

emphasis of our survey and research was to find out whether the present shop

keepers are satisfied with the cooking fuel they are using or are looking for some

new alternative fuel which is less costly, safe and convenient as compared to Coal,

LPG, PNG and Diesel.

The reports main purpose is to come to a conclusion whether the current

cooking fuel which the shop keepers are using is desirable or Abellons Cook

stove can satisfy the food shopkeepers need of new alternative fuel and can replace

PNG, Coal, Diesel , LPG. Today in this age of modernization where cost is at most

important to everyone, the food shopkeepers are also looking for safe, eco-friendly

and cost efficient fuel. This report will explain the current usage of different types

of cooking fuel in Ahmedabad city, monthly expenditure, per day usage and also

the reasons that why it is more preferred.

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Our research comprised of basic Queue-cards which comprised of some

questions which were to be asked through the personal interview of local food

shopkeepers in Ahmedabad city. Other sources of information were obtained from

the internet. The sample size allotted was 40 shops and we successfully managed

to collect information from 40 shop owners which proved to be a very helpful

source of our research. It is mainly through the questions in form of Queue-cards

which were asked through the mode of personal interview by which we were able

to collect the needed data to present our research findings and relevant comments.

The results from the personal interview may be summarized through the

following few points:

Still LPG is more used as a mode of cooking fuel dominating PNG and

Diesel

The monthly spending of 40% shop keepers is between Rs. 10,000 to 20,000

where as some shop keepers have monthly spending as high as Rs.30, 000 or

more

Per day usage of fuel of 30% of shops is 6-8 hours and it depends on many

factors such as festivals, seasons, vacations, etc

The majority of the respondents were Namkeen shop keepers which

comprised of 40% of the total sample population

84% of the shopkeepers said that the cooking fuel is easily available when it

is needed

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About 75% of the shopkeepers believe that the cooking fuel they are using is

safe and eco-friendly

70 % of shop keepers will try the new alternative if it is less costly, safe and

convenient to use only 30% said that they wont try any new fuel as they

were satisfied with the current cost of fuel

A detailed analysis of the above and other findings is discussed further in the

report which depicts the necessary information essential for our research project.

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CHAPTER 1

ONE ADVERTISING & COMMUNICATIONS

SERVICES LTD.

Introduction

One Advertising and Communication Services Ltd. provides highly creative

services including a brand ideas and strategies, brand planning, creative

department and production.

ONE is a ten years old communications agency of Gujarat having branch offices

at Mumbai and Baroda.

ONE has grown to acquire the status of a full-fledged communications partner,

ready to serve all communication needs.

ONE is now a complete team of professionals who believe that If it isnt best, it

isnt good enough. At ONE, an endeavor is to establish the credentials through

outstanding quality work, quick delivery and unerring commitment levels.

ONE has advance studio facilities having Mac and High-end IBM machines, a

color laser printer, and a T.P. scanner. They have talent who have been exposed to

the national agencies & have worked on reputed brands. This makes them more

confident to deliver quality of national standards.

In short, they are well equipped to meet the requirements of clients and are

confident to deliver quality at right speed & price.

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Hierarchy of the company

CEO

Copy

Writer

Branch

Head

H.R. Finance Media P & P

Business

Head

Executive

HR

Manager

Client

Service

Creative

Head

Dy.Manager

Client

service

Executive

Client

service

Senior

Visulizers

Visulizers

Graphic

Designer

DTP

Operator

Executive

Accountant

Executive

IT

Administrative

staff

Account

Assistant

Executive

PR

Executive

Media

Operations

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About The Organization

ONES WORK ETHOS

Work towards establishment of the organization and to build its image as a

professional organization.

Contribute to the bottom line of the organization by doing job to perfection.

Help cultivate culture of openness and teamwork in ONE family.

Exercise right balance between time and quality to deliver jobs on time

without compromising on quality standards.

Keep updated on information and knowledge to gain clients respect.

Be innovative, Realistic, Result oriented and committed.

Take initiative and ownership to help the organization perform better.

Be customer oriented and reflect a positive attitude in every function that is

being performed.

Try to avoid unnecessary expenses and lookout for cost effective solution for

cost control.

Work hard and work smart to make ONE a complete (one stop shop)

advertising and Communication Company.

COMPANY PROFILE

Milestones:

This is the One of the fastest growing advertising agency of Gujarat. It is

currently on 2nd

position among Advertising Agencies.

The Vision:

To Provide total communication solution to brand.

A creative resource pool to clients and advertising to the consumer in a way

never heard, read or seen before

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The Mission:

To Provide total communication solutions for the brand.

At the Right Place, at the Right Time, at the Right Price

Their Philosophy:

Business is just the survival of the fittest and who knows than us?

ONE believes in giving the best in all our deliverables

A simple pre-briefing, a brainstorming session or a massive media planning

exercise.

We put our best foot forward.

This is philosophy of their core business. They believe that rigorous thinking

and relentless curiosity inspire outstanding creative ideas that find the edge for

their clients brands. They are proud of what this philosophy says about how they

work as a company.

PROCESS:

Traveling on the right path leads to the right destination

There are standard operating procedures for every action,

The result of every action is by and large assured right at the outset.

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ONE WAY

Growth:

There is only ONE way

Right people, right practices, right place and growth are integral to ONE

In just four years, we've gone from a modest one client to an enviable client

list that includes industrial giants,

Together, ONE has created a synergy of growth that in one word reads.

Reason:

Innovation is at times simpler than you think!

ONE is an agency with innovative but cost effective solutions,

ONE takes you away from the routine of pre-conceived solutions,

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ONE helps to explore simpler and more specific answers to the Marketing

communication issues.

Talent:

To encourage talent is to create it- is the ONE policy,

Recruit with right attitude and extraordinary talent,

From designing a press campaign or media buying, we have a team blessed

with experience, dynamism and skills,

Simply put a team with a WE CAN attitude.

With you:

Working with ONE could be the experience that your organization always wanted.

Our modest working style ensures that clients who walk in never have to walk out.

As we like to put it, 'we are integral to your brands'.

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Clients

CHAPTER 2

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ADVERTISING

Introduction

A wise man once said, "The person who saves money by not advertising is

like the man who stops the clock to save time." In today's fast-paced, high-tech

age, businesses must use some form of advertising to make prospects aware of

their products and services.

Advertising has been defined as any paid form for non-personal

presentation and promotion of ideas, goods or services by an identified and more

narrowly as any human communication intended to persuade or influence buyers

in their purchase decisions . Advertising lies at the juncture where culture and the

economy interact: its primary purpose is to sell products and services by

stimulating purchasing behavior and it does this by using strategies that rework

culture, creating aspirations and new desires for products. The major

environmental factors that impact on advertising are: the economy, demography,

culture, the political and legal system.

Advertising is itself a cultural product which increasingly affects social

attitudes, defines social roles, and influences cultural values. Influenced by these

factors advertising evolved and developed a particular profile in western

industrialized society in the 20th Century as a means of stimulating the

consumption of products generated by new and expanding industries. In recent

decades advertisers from the industrialized nations have increasingly targeted

international markets, expanding the consumption of foreign products and bringing

about widespread cultural change.

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Meaning and Definitions of Advertising

The meaning of word advertising in previous century was limited only to

give notice of but in modern world it is used in specific commercial form. So

advertising means to inform the public about the item or quality and price and and

motivate the public to invest money to help increase the sale of commodity. In

other words it is pictorial salesmanship presented through printed or written words.

The word Advertising can be defined in this manner:

Advertising is a public announcement to inform and persuade people to buy a

product, a service or an idea.

According to Jon Shubin, Advertising is the art of disseminating marketing

information through various media of communication at the expense of the

company for the purpose of increasing or maintaining effective demand.

According to Starch, Advertising may be defined as the presentation of a

proposition usually in print to the people in such a way that they may be

induced to act upon it.

In the words of William. J. Stanton, Advertising consists of all the activities

in presenting to a group, a non-personal, visual, openly sponsored message

regarding a product, service or idea.

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According to Dr. Burden, Advertisement includes those activities by which

visual or oral messages are addressed to the public for purpose of informing

them either to any merchandise, to act, to inclined favorably towards ideas,

institution or persons featured.

In this manner advertising is an impersonal or non-personal salesmanship in

which through various sources consumers are informed about the products or

services and motivated to purchase the goods.

Advertising involves the process where in a message is designed so as to

promote a product, a thought, an idea or even a service. The concept of advertising

has assumed a dynamic form with the use of the various mediums of

communication. From the newspaper, magazines, posters, neon and fluorescent

signboards, billboards to the commercial on TV, laser shows to inflated high-rise

figures and objects, advertising has come a long way. The work is formidable as it

spearheads a process intended to attract, modify, change and influences public

opinion.

Advertising, as an effective medium, uses a variety of techniques to create

effective advertisements. A basic appeal is at the heart of advertising. Slogans and

product characters are created to catch the attention of the viewers. Most winning

advertisements would encompass factual information with emotional appeal.

From the local business to multinational firm and all need to advertise.

While politicians, social organizations, government special groups need to

advertise their motto, national airlines, auto mobile manufactures, food and

consumer goods manufacturers have to reach the consumer.

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Organizations handle advertising in different ways. In small companies,

advertising is handled by someone in the sales or marketing department, who work

with an ad agency. A large co. will often set up its own advertising department.

The job here is to propose a budget; develop advertising strategy; approve ads and

campaigns etc. Global companies like IBM and Hewlett Packard, use only one

agency that can supply global advertising, public relations, sales promotion and

web consulting.

In developing a program, marketing managers must always start by

identifying the target market and the buyers motives. Then they can make the five

major decisions in developing an advertising program, known as the five Ms, viz.

The above mentioned can be explained by the diagram given below

Steps Involved in Advertisement Planning

Advertisers and advertising agencies believe that customers have needs and

desires, which can be fulfilled through the purchase and use of products and

services. Advertising works largely through appeal of emotions of envy, fear,

anxiety, about ones appearance and lack of status. The formula sums up the

principles of advertising. The name of the formula is derived from the initial letters

of the words: Attention, Interest, Desire, Conviction and Action.

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The formula suggests that the attention and interests of the customers must

be gained first before the process of stimulating desire, imparting conviction and

urging action in advertisements can bring about a change in the buying behaviors.

The Attention part is the banner or headline that makes an impressive benefit

promise.

Interest builds information in an interesting way, usually meaning that this

must relate closely to the way that the reader thinks about the issues

concerned.

If you seek a response you must move then to create Desire, which relates

benefits to the reader so that they will want them.

Finally you must prompt an Action, which may be to call a telephone

number or to complete and send of a reply coupon. Advertising that doesnt

prompt action is a wasted opportunity.

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TYPES OF ADVERTISING

Print Advertising - Newspapers, Magazines, Brochures, Fliers

Print media has always been a popular advertising option. Advertising

products via newspapers or magazines is a common practice. In addition to this,

the print media also offers options like promotional brochures and fliers for

advertising purposes.

Often, newspapers and magazines sell the advertising space according to the

area occupied by the advertisement, the position of the advertisement in the

publication (front page/middle page, above/below the fold), as well as the

readership of the publications.

Outdoor Advertising - Billboards, Kiosks, Trade-shows and

Events

Outdoor advertising is also a very popular form of advertising. It makes use

of several tools and techniques to attract the customers outdoors. The most

common examples of outdoor advertising are billboards, kiosks, and also events

and trade-shows organized by the company. Billboard advertising is very popular.

However it has to be really terse and catchy in order to grab the attention of

the passersby. Kiosks not only provide an easy outlet for the company's products

but also make for an effective advertising tool to promote the company's products.

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Organizing special events or sponsoring those makes for an excellent advertising

opportunity and strategy.

The company can organize trade fairs, or even exhibitions for advertising

their products. If not this, the company can organize several events that are closely

associated with their field. For instance a company that manufactures sports

utilities can sponsor a sports tournament to advertise its products.

Broadcast Advertising - Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes

several branches like television, radio or the Internet. Television advertisements

have been very popular ever since they were introduced. Radio jingles have been

very a popular advertising medium and have a large impact on the audience, which

is evident in the fact that many people still remember and enjoy old popular radio

jingles

.

Covert Advertising - Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a

particular brand is incorporated in some entertainment and media channels like

movies, television shows or even sports. There is no commercial advertising as

such in the entertainment but the brand or the product is subtly (or sometimes

evidently) showcased in the entertainment show.

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Surrogate Advertising - Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a

particular product is banned by law. Advertisements for products like cigarettes or

alcohol which are injurious to health are prohibited by law in several countries.

Hence these companies come up with several other products that have the

same brand name and indirectly remind people of the cigarettes or alcohol of the

same brand by advertising the other products. Common examples include Fosters

and Kingfisher beer brands, which are often seen to promote their brand with the

help of surrogate advertising.

Public Service Advertising - Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an

effective communication medium to convey socially relevant messages about

important matters and social causes like AIDS, energy conservation, political

integrity, deforestation, illiteracy, poverty and so on.

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Celebrity Advertising

Although the audience is getting smarter and smarter and the modern-day

consumer is getting immune to the exaggerated claims made in a majority of

advertisements, there exists a section of advertisers that still bank upon celebrities

and their popularity for advertising their products.

Using celebrities for advertising involves signing up celebrities for

advertising campaigns, which consist of all sorts of advertising including,

television ads or even print advertisements. How effective these ads are, is

something that each consumer himself can determine.

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Objective / Functions of Advertising

According to the marketing plan, the manager decides what problems

of the company must advertising solve, what opportunities and strengths can be

emphasized, what weaknesses and threats can be addressed. When objectives are

set like this, neither advertising agencies nor managers can estimate how much can

it cost, what should they do or how to measure results. Advertising objectives

should be realistic, based on a prior analysis of the companys situation, specific

and measurable.

.

The objectives of the advertising program are very important to determine

the choice of advertising media. The objectives may be introduction of new

product, to increase demand of an existing product, or to avoid competition by the

rivals. The following are the main objectives of advertising:

1. Preparing Ground for New Product

New product needs introduction because potential customers have never

used such product earlier and the advertisement prepares a ground for that

new product.

2. Creation of Demand

The main objective of the advertisement is to create a favorable climate for

maintaining of improving sales. Customers are to be reminded about the

product and the brand. It may induce new customers to buy the product by

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informing them its qualities since it is possible that some of the customers

may change their brands.

3. Facing the Competition

Another important objective of the advertisement is to face to competition.

Under competitive conditions, advertisement helps to build up brand image

and brand loyalty and when customers have developed brand loyalty,

becomes difficult for the middlemen to change it.

4. Creating or Enhancing Goodwill

Large scale advertising is often undertaken with the objective of creating or

enhancing the goodwill of the advertising company. This, in turn, increases

the market receptiveness of the company's product and helps the salesmen to

win customers easily.

5. Informing the changes to the customers

Whenever changes are made in the prices, channels of distribution or in the

product by way of any improvement in quality, size, weight, brand, packing,

etc., they must be informed to the public by the producer through

advertisement.

6. Neutralizing Competitor's Advertising

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Advertising is unavoidable to complete with or neutralize competitor's

advertising. When competitors are adopting intensive advertising as their

promotional strategy, it is reasonable to follow similar practices to neutralize

their effects. In such cases, it is essential for the manufacturer to create a

different image of his product.

7. Barring New Entrants

From the advertiser's point of view, a strongly built image through long

advertising helps to keep new entrants away. The advertisement builds up a

certain monopoly are for the product in which new entrants find it difficult

to enter.

In short, advertising aims at benefiting the producer, educating the consumer

and supplementing the salesmen. Above all it is a link between the producer

and the consumer.

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The Advertising Pyramid

A simple tool for setting advertising objectives correctly

The advertising pyramid is an easy instrument that describes the progressive

effect of advertising over the audience. This can be used to set objectives for a

single campaign on multiple levels or in time for setting objectives for the entire

advertising program.

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Level 1: Getting awareness

If the product or service of the company is new, or after a prior analysis a lack of

Visibility in the market is determined, it is recommended to set an objective to

increase awareness. This means that, the overall goal of the advertising activities

should be focused to make a large number of persons from the audience to hear

about the products/services of the company

Level 2: Comprehension

At this point, much information should be sent to the target market in order for

them to get familiar with the product, to understand its purpose, to recognize its

image, position and characteristics.

Level 3: Conviction

The information should be well sent to the target market, so it can believe in the

Value of the product. This way the product wins a place in the mind of the

consumer and on the options buying list.

Level 4: Desire

A part of the people convinced by the value of the product and about the fact that it

suits their needs will end up wanting the product.

Level 5: Action

After the other steps have been reached, those consumers that identify themselves

with the product and need it will eventually buy it. The pyramid works on 3

dimensions: money, time and people..With time, if a company is constant with its

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advertising program, the number of people that know the product increases. The

more people understand the product, believe in it and want it, the more will act and

buy it.

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Indian Advertising Industry

The Indian advertising industry is talking business today. It has evolved

from being a small-scale business to a full-fledged industry. It has emerged as one

of the major industries and tertiary sectors and has broadened its horizons be it the

creative aspect, the capital employed or personnel involved.

In 2011, the Indian Media & Entertainment (M&E) Industry registered a

growth of 12 percent over 2010, to reach INR 728 billon, says the FICCI-KPMG

report. The growth trajectory is backed by strong consumption in Tier 2 and 3

cities, continued growth of regional media, and fast increasing new media

business. Overall, the industry is expected to register a CAGR of 15 percent to

touch INR 1,457 billion by 2016.

Advertising spends across all media accounted for INR 300 billion in 2011,

contributing to 41 percent of the overall M&E industrys revenues. Advertising

revenues witnessed a growth of 13 percent in 2011, as against 17 percent observed

in 2010.

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Though loosely defined, a line divides the communication mediums into

two categories. Above the Line promotion is done for mass audience and it aims

at establishing brand identity or increase brand awareness. This type of

communication is conventional in nature and is considered impersonal to

customers.

The mediums considered under this category include Television, Radio,

Print Media (newspapers and magazines), Cinema, Internet and Out Of Home

(OOH) advertising. Out Of Home further encompasses street furniture, transit

advertising and hoardings. Currently, TV and Print media occupy more than 80%

of total ATL advertising spends in India (Fig 1).

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Key trends and industry drivers:

Growth in digital content consumption across media

Digital technology continues to revolutionize media distribution be it

the rapid growth of DTH and the promise of digital cable, or increased

digitization of film exhibition - and has enabled wider and cost effective

reach across diverse and regional markets, and the development of

targeted media content.

There has been increased proliferation and consumption of digital media

content be it newspapers and magazines, digital film prints, and online

video and music or entirely new categories such as social media.

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Accordingly, online advertising spends have seen a spurt in growth i.e.

spends on traditional media.

Rise of new age user devices

Smart phones, tablets, PCs, gaming devices, etc. all form the foundation

of a new wave in media usage. This is gradually impacting the way

content is being created and distributed as well. Multiple media including

TV, films, news, radio, music etc are being impacted with this change.

New age consumers adapting themselves to the newer

technologies

As Indian consumers evolve, there is a heightened need to engage

them across platforms and experiences.

There is a greater need for integration and innovation across

traditional and new media, with changing media consumption

habits and preferences for niche content. Media companies today

have no choice but to provide more touch points to engage with

audiences.

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Regionalization

Regional television and print continued its strong growth trajectory

owing to growth in incomes and consumption in the regional

markets. National advertisers are looking at these markets as the

next consumption hubs and the local advertisers are learning the

benefits of marketing their products aggressively.

An advertising revenue dependant industry

The ARPU (Average Revenue Per User) for television, average

newspaper cost for print and average ticket price for films continue

to be low on account of hyper competition in these industries.

Segments like radio and a significant portion of online content are

available free of cost to consumers.

Owing to this, the Indian consumer is still not used to paying for

content and hence the industry players are sensitive to the impact

of the slowdown which affects the budgets of advertisers.

Awaited regulatory shifts

Lastly, apart from the shifts in consumer preferences, company

strategies and business models, one big change awaited for the

next growth wave is the implementation of recently enacted and

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regulations on digitization for cable, implementation of Phase 3

and copyright for Radio and the roll out of 4G.

These shifts are expected to be game changers in terms of how

business is being done currently and what could be the path going

forward.

Print

Print share in ad pie is expected to shrink from 42.3% to 40.8%

More innovation, rate correction will be the norm in the year 2011

Special Interest magazines will still continue to grow, currently growing at

the rate of 100%

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TV

TV Revenues are expected to grow by 20%

Advertising revenues to the Channel revenues will continue to be higher

than the subscription revenues

But share of subscription is only likely to grow overall, with growing digital

penetration& increased addressability

With increasing strength of regional channels, big network will focus on

Regional space due to geographic addressability

Radio

Licensing of Phase III & policy changes is expected to drive the growth for

radio

Due to Phase III licensing 700 more FM stations expected to be launched

Radio is expected to witness only 15% rise in overall ad revenues compared

to 30% growth in the year 2010

OOH( Out Of Home)

The Medium is expected to witness 15% growth in Revenues compared to

27% growth

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Business Interest & Expenses will be high on gaining capabilities , delivery

efficiencies in upcountry & rural market

Internet

Internet is expected to eat into print share.

The Medium is expected to grow by 35%.

Cinema

Revenues on Cinema Medium is expected to witness a healthy 10% growth

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Latest developments

The global Advertising Industry as far as scale of operations and scope is

concerned the turnover is close to USD 450 billion annually. Indian

Advertising Industry contributes less than 1.5% which is next to China and

Russia.

India contributes to 17 % of the world population but is only 0.7% of the

world advertising market so it has huge potential to grow in future.

Experts reveal that total advertisement spending by the political parties

would be around Rs 800 crore.

Worldwide Partner Inc are the Ninth largest global network of more than 90

marketing and communication agencies in about 50 countries which has

recently tied up with Indian Pressman Advertising and Marketing Ltd

following repeated enquires about India .

Indian advertising spends as a percentage of GDP -- at 0.34% which is

comparatively low, as opposed to other developed and developing countries,

where the average is around 0.98%, which requires a lot space for

development and enhancements in the Indian Advertising Industry

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CHAPTER 3

ADVERTISING AGENCY

Advertising agencies are outside companies that provide for the marketing

and advertising needs of other businesses and organizations. Advertising agencies

offer a full range of advertising services and advice based on market studies,

popular culture and advanced sales techniques. Because Advertising agencies

produce logos, creating effective and attractive color schemes to draw the

consumer's attention to their clients' ads.

They also prepare slogans and brochures, and write descriptive copy for

sales materials. They may produce public service announcements for charitable

organizations and social programs as well, and issue press releases for new

programs, events, and products.

Advertising agencies use assorted forms of media to promote their clients'

businesses or organizations, including magazine advertisements, newspaper ads,

radio and TV commercials, websites, and even infomercials. Some also plan

events, provide booths at conventions, and giveaway promotional items. They are

independent from the client company, they can be objective about a client's

promotional needs .

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The way advertising agencies work is by getting to know their clients'

product or service well and determining which demographic provides the best

audience for promotion

Types of Advertising Agencies

Advertising Agencies can be classified by the range of services that they offer.

Also, advertising agencies range in size from one man shows to large firms that

employ thousands of people. Accordingly, different types of advertising agencies

are:

Full service agencies

Creative boutiques

In-house agencies

Specialized agencies

Media buying services

Full-service agencies- as the name implies, a full service agency is one

that handles all phases of advertising process for its clients: it plan, creates,

produces and places advertisements for its clients. In addition, it might provide

other marketing services such as sales promotion, trade shows, exhibits,

newsletters and annual reports. In short a full service agency will provide four

major functions:

account management,

creative development and production,

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media planning and

Buying and research services.

One major point that differentiates a full service agency from other is that the

personal work full time and the services provide are extensive. The services

usually provided by a full service agency include collecting and analyzing market

data, proposing strategy, preparing and producing the ads, placing the ads in

approved media, verifying the advertisements appearance (publication,

broadcasting, etc), invoice the client, collect the bills and pay the media and other

suppliers.

Creative boutiques- it is an organization that specializes in the actual creation

of advertisements. In general, boutiques create imaginative and interesting

advertising themes and produce innovative and original advertisements. A

company that uses a creative boutique would have to employ another agency to

perform the planning, buying and administrative functions connected with

advertising.

Creative boutiques are different from freelancers. Freelancers are individuals

who work on their own without any formal attachment with any agency. Clients or

agencies hire these from time to time. The clients also hire creative boutiques.

In-house agencies- Such agencies are owned and supervised by advertisers or

the client organizations. The organizational structure and functioning of in-house

agencies are similar to full service agencies in most cases. The advertising director

of the company usually heads an in-house agency.

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In house agencies are organized according to the needs and requirements of

the company and are staffed accordingly. Some companies solely depend on their

in-house agencies for their advertising needs. Others depend both on their in-house

agency and outside agencies. Some other companies allow their agencies to take

outside jobs.

Specialized agencies- there are many agencies, which take up only

specialized advertising jobs. Certain fields like medicine, finance, outdoor

advertising, social advertising, etc. require specialized knowledge. So there are

agencies, which concentrate only on areas and employ people with the required

talents. These agencies are usually small in size.

Media buying agencies-it is an organization that specializes in buying radio

and television time and reselling it to advertisers and advertising agencies. The

services sells time to the advertisers, orders the spots on the various stations

involved and monitors the stations to see if the ads actually run.

This trend for special media buying agencies started in the 1970s. Such

agencies have a lot of contacts in the media and offer very low commission on

media rates. Media buying agencies complement the creative boutiques. Also large

companies use their specialized negotiating talents for buying media space and

time.

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Role and Functions of Advertising Agencies

Role of Advertising Agency

The major role as advertising agency is to work alongside the clients to

develop and sustain the brands that they mutually serve, through consumer

understanding and insight and through creative and media delivery skills to provide

best advice and the best execution thereof to those clients for the advertising of

those brands.

Buildings age and become diislapidated. Machines wear out. People die. But what

live on are the brands.

Brands are much more than mere products and services. Brands, if

successful, are clearly differentiated entities with which consumers can and do

form a mutually beneficial relationship over time, because of the values rational

and emotional, physical and aesthetic that consumers derive from them. The

importance can be summed up as follows:

A product is something that is made, in a factory: a brand is something that is

bought, by a customer. A competitor can copy a product; a brand is unique. A

product can be quickly out-dated; a successful brand is timeless.

The role of advertising and the advertising agency is to help effect this

transformation from product or service to brand by clearly positioning the offering

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to the consumer its role and its benefits and by communicating the brands own

personality. In short its role is to provide meaningful differentiation via the

consumer connection.

Most advertisers assign this job of informing the target audience and

creating images to advertising agencies. Thus, the advertising agencies plan,

prepare and place ads in the media. But even an advertiser can do all these things.

The management can do planning of ad campaigns. For preparing ads,

creative personal can be hires. And the advertiser for placing the ads can buy

media space or time. So, why hire an advertising agency?

The reason can be enlisted as follows:

Expertise and experience- An advertising agency brings together

people with the required expertise and experience of the various sub-

disciplines of advertising. Thus, it has the copywriters, visualizes,

researchers, photographers, directors, planners and people who get business

and deal with clients working in ad agencies.

An agency moulds all these people into a team and gives them a highly

conducive work atmosphere. The agency makes the best use of their talents

and experience to deliver rapidly, efficiently and in greater depth than a

company or organization could do on its own.

Objectivity and professionalism- Advertising agencies are highly

professional. Objectivity is a major virtue of ad agency. They operate in a

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strange way. While they take up advertising for others, agencies hardly

advertise themselves. Ad agencies being outside intermediaries can be

objective. They thus will offer independent and detached viewpoints and

suggestions based on objective analysis.

Cost effective- If an organization wants to hire people to do its

advertising, it cannot provide them work all through the year. Also most

experts in the fields of advertising like directors, musicians, photographers,

charge huge amounts and are often not affordable. Moreover, hiring,

organizing and managing all talents required to produce advertising

campaigns is not an easy thing.

Also the kind of consistent, powerful and compelling advertising that can be

created by using the expertise, experience, objectivity and professionalism of

ad agencies cannot be measured economically.

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Functions of Advertising Agencies

Today advertising agencies are found in virtually every major city on the world

and their role in stimulating economic growth is solidly established. To understand

advertising, we need to examine the functions of an Ad Agency. These are: -

Talent & Creative productions: The basic function of an Ad Agency is

providing talent. The creative efforts of the art director, the detailed analysis of

the research director and the political understanding of the campaign director, are

just a few examples of the many abilities of Ad Agency personal have to offer.

A business organization or person will contract the services of an ad agency to

help market a product. This function involves processing the information

collected from the client and through research and designing communication

material in the form of advertisements and other publicity material. This also

includes planning creative strategies, copy or script writing, visualization,

designing, layout, shooting of films, editing, giving music, etc.

Research: The second function of an Ad agency is research. In order to

distribute the message to the public successfully, the agency must first know all

that it can about the product. One of the first jobs is to research the product and

the company, one must learn, one possibly can about both. The research must

even take one close to the heart of the firms inner operations. Ad agencies use

research as a tool to test consumer reactions to products and services.

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Distribution & Media planning: The third important function of an ad

agency is distribution. Here you decide what type of message you will create for

the company and what media will be most helpful in sending this message to the

public. On the basis of the media habits (access and exposure) of the target

audience, agency people prepare a media plan. This plan includes which media to

be used, which part of the media to be used, when to place the ads and for how

long to place the ads, etc. media planners keep track of the viewer ship, listener

ship and readership of all kinds of media.

Monitoring Feedback: By monitoring consumer feedback, a decision on

whether to revise the message, the medium, the target audience or all of them can

be made. Ad agencies are developing to reach the target audience. As information

is the backbone of all advertising, to prepare ads, one requires information about

the product; its competitors, the market situation and trends, information about

the audiences also need to be collected. Some of the most effective advertising

includes advertisement written in their native language. All of these specialized

campaigns are creating new demands on agencies and are requiring new talents

for people who work in advertising.

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PROJECT 1

FLOURISH MILK

Indian Dairy Industry

India is the largest producer of milk producing more than 100 million tons of

milk per annum. Yet, her per capita milk consumption is around 250 g per

day.India has a population of more than 1 billion with diverse food habits, cultures,

traditions and religions. Regional variations within the country can be mind

boggling.

On one hand, the country has plains with long tradition of milk production

and consumption. On the other hand, there are forest and hilly regions with no

tradition of dairying. Most of coastal belts also do not have much of dairy tradition.

Cow is holy for Hindus who make up more than 80 per cent of the population of

India. Buffalo enjoys no such holy status.

`The Indian dairy sector is also different from other dairy producing

countries as India places its emphasis on both cattle and buffalo milk. In 2010, the

government and the National Dairy Development Board have drawn up a National

Dairy Plan (NDP) that proposes to nearly double Indias milk production by 2020.

This plan will endeavor to increase the countrys milk productivity, improve access

to quality feeds and improve farmer access to the organized market. These goals

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will be achieved through activities that focus on increasing cooperative

membership and growing the network of milk collection facilities throughout

India.

But the next decade will be different. Signs of change are already visible. On

one hand, India is finding it difficult to sustain exports of dairy products due to low

global prices and high domestic prices. On the other hand, some dairy products and

companies from India have been able to make their mark on international markets

leading to increase in their exports even when the overall global market sentiment

has turned negative.

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Background Information

Dairying has been regarded as one of the activities that could contribute to

alleviating the poverty and unemployment especially in the droughtprone and

rainfed areas. In India, about threefourth of the population live in rural areas and

about 38% of them are poor. Therefore among these people, as well as the large

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vegetarian segment of the countrys population, dairy products provide a critical

source of nutrition and animal protein to millions of people in India.

Milk production in India has developed significantly in the past few decades

from a low volume of 17 million tons in 1951 to 110 million tons in 2009.

Currently, the Indian dairy market is growing at an annual rate of 7%. Despite the

increase in production, a demand supply gap has become imminent in the dairy

industry due to the changing consumption habits, dynamic demographic patterns,

and the rapid urbanization of rural India. This means that there is an urgent need

for the growth rate of the dairy sector to match the rapidly growing Indian

economy.

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Key Players and Ownership

Production Policy and Regulation of Dairy Products

Dairy production in India runs on a low inputlow output system, in which

individual producers typically own less than five cattle or buffalo and use locally

available feeds. This has resulted in yield levels that are below international

averages but also the worlds lowest production costs. As dairy product prices and

income from milk collection continue to increase, farmers are slowly growing herd

sizes and increasing their specialization. In addition, interests from private sector

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investors have also facilitated construction of larger dairies through partnering with

dairy processors.

Through implementing various incentive schemes, Indian policy makers are

aiming to increase the countrys dairy output. On the other hand, support is also

offered by the private sector through activities such as artificial insemination

services, training for veterinary care and other livestock management skills.

In addition, the new Food Safety and Standards Authority of India has

consolidated various previous policies that set the sanitary requirements for food

safety, machinery, premises, quality control, certification, packing, marking and

labeling standards for all food products, including milk and milk products and aims

to regulating food safety in India through one overarching regulation.

The forthcoming regulation, named The Food Safety and Standards

Regulation, is implemented in 2011. Although the Food Safety and Standards

Authority of India sets the safety standards for both domestically produced and

imported milk and dairy products, the Ministry of Agricultures Department of

Animal Husbandry, Dairying and Fisheries is the entity that is responsible for

issuing sanitary permits for the import of livestock and dairy products into India.

Industry Structure, Production and Consumption

Industry Structure

While it is estimated that around 40 to 50 percent of Indian dairy farmers are

employed by the organized sector, approximately 65 percent of milk in India is

consumed (in fluid or processed forms) on farm or by the unorganized sector

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including local milk vendors, wholesalers, retailers, and the producers themselves.

Of the total milk distributed jointly by both the organized and unorganized sector,

around 46 percent of the milk is consumed in fluid form and the rest is processed

into various milk products such as butter, yogurt and milk powder.

Indias milk processing industry is small compared to the large amount of

raw milk produced every year. Almost 55 percent of the milk produced is

consumed by the producer household. Of the remaining, twothird is sold in

informal markets and 1516 percent of the total milk produced in India is processed

by the organized market, including dairy cooperatives and the private sector.

During 19992000, there were around 770 dairy processing units in the organized

sector.

Vendors and milk dealers dominate the informal market where the former

generally procures milk from producers and sells them to urban households, while

the latter supplies to private processing units. Of the milk that enters the formal and

informal market, almost 45 percent is consumed in the raw form while the

remaining is processed to produce ghee, butter, curd, milk powders, cottage

cheese, etc.

Production

The Indian dairy sector is different from other dairy producing countries as

India places its emphasis on both cattle and buffalo milk. Out of all bovine

population in India, 40 percent are indigenous cows, 46 percent are buffaloes and

14 percent are imported European or North American cattle crossbreeds. Out of the

nations total milk production, about 55 percent comes from buffaloes and the

remainder from dairy cows. Traditionally, buffalo milk has been preferred for its

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high milk fat content. However, as the organized sector procures more milk, dairy

cattle becoming more popular due to their increased yields and shorter dry periods.

Top Player

Milk was always manufactured and consumed in bulk in India. But with the

rise in disposable incomes the demand for milk and related items are on a

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continuous rise. Milk is said to be among the most important part of the diets of

Indian after wheat and rice.

The milk market in India does not have many active brands. The one major

brand that has been dominating the dairy industry in India since quite a few

decades is Amul. Since Indians are very peculiar and choosy about the milk that

they consume they do not like to try out other brands. They like sticking to trusted

brands and the brand that has definitely occupied a major mind share of the Indian

population as far as milk is concerned is Amul. It can easily be called the top milk

brand in India.

The undisputed Top Milk Brand in India is Amul. Established in 1946, the

company deserves maximum credit for making India the world's largest milk and

milk products producer. Evolved over the years as the most preferable liquid milk

brand in the Indian subcontinent Amul churns out a turnover of almost ` 8,000

crore annually. According to industry experts the production forecast for the next

year happens to be even better with an estimate turnover of` 10,000 crore. The best

thing about the brand is that it has not only penetrated the urbanized areas but the

rural market as well. Amul apart from milk is the manufacturers of a host of allied

products like Ghee, butter, cheese, powder milk, flavored milk, curd, cold coffee,

Lassi etc.

The Leading Dairy Product Companies in India consist of both government

organizations and private companies which are mostly under the control of

different state governments. The Leading Dairy Product Companies in India are

working together with the National Dairy development Board (NDDB) towards the

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elimination of malnutrition amongst children. These companies offer host of highly

nutritious milk products.

The Leading Dairy Product Companies in India, which are under the control

of different state governments, are generally cooperatives. These cooperatives buy

milk from the dairy farmers at minimum support price. Later these cooperatives

process it to different high nutritious milk products. The leading private milk

product companies of India are more into producing and further processing of

these milks. Most of the Leading Dairy Product Companies in India are well

equipped to handle processing of bulk quantities of cow and buffalo milk. Further,

the technology used by these leading companies of India to process the milk is at

par with international standards.

Amul and Gujarat Cooperative Milk Marketing Federation Ltd

The Orissa State Cooperative Milk Producer's Federation Limited

(OMFED)

Andhra Pradesh Dairy Development Co-operative Federation Limited

Haryana Dairy Development Cooperative Federation Ltd

Dynamix Dairy Industries Ltd

Mother Dairy

Vasudhara Dairy

Modern Dairies Limited

Param Dairy Limited

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Flourish Milk

Vision

To empower, enrich and to build excellence in the most valuable assets - People

At Vivante, we aim to create a sense of wellness through our products. We wish to

touch lives and search out to the modern consumer. Our endeavour is to meet the

growing demand for pure, nutritious food, while contributing to meet larger

economic and social development goals.

Mission

To become a world class organization through value based performance of our

team. We wish to become one of India's leading Pure Foods companies within a

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period of 5 years and one of the best places for young professionals to build their

careers. To establish global presence by building a sustainable model and

community. We wish to work closely with farming communities and reach out to

stakeholders in every corner of the world. To bring a smile of joy and wellness on

every face. We wish to constantly come up with newer and better ideas and

products to fill your life with health and happiness.

Contact Details:-

Company Name Vivante Pure Foods Pvt. Ltd.

Telephone +(+91)-(79)-66092101

Mobile/Cell phone +(+91)-8980001253

Fax No +(+91)-(79)-66092102

Address 4th

floor 22-23, Shrimali Society,

Opp.Canara bank.Nr. Navrangpura

,Ahmedabad.

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Company

Flourish is driven by strong ethical values, at the substratum lies

entrepreneurial spirit supported by a team of proficient and experienced

professionals including nutritionists, engineers, researchers and dieticians

committed to integrity, performance and innovation to spread healthy living.

Our passion is to create a youthful, lively, healthy world. Our obsession is to

make it so ourselves. With this hard wired in our minds, we set out to move

mountains. Our team of focused and head strong young entrepreneurs with razor

sharp business acumen love to challenge norms and build new paradigms. We

possess a burning thirst and an ardent hunger for success. We charge at life, head

on.

Focal Points

Focal points here at Flourish are clearly defined and strongly driven by

values. We aim at creating a unique business model that integrates world class

manufacturing technology with sustainable development. We incorporate extensive

and exclusive sales and distribution as well as novel partnering policy initiatives.

We build brands to promote healthy lifestyles, by educating, training and

developing.

Backward integration

Powering this vision is a legacy of entrepreneurship, R&D and technology

led innovation, international focus, a value based organization and team building.

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Our below mentioned backward integration model s aimed at creating shared

values for everyone involved in the chain, from farmer to the consumer. We

believe in prospering collectively with mutual benefits for our stakeholders and

consumers

Dairy Farms:-

Welcome to the Dairy Farms at Flourish and know more about how we

revere our animal wealth. For it is the Gangotri* of our business, the ultimate

origin and foundation of everything that emanates and flows at Flourish.

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Procurement

Flourish follows a milk collection method which involves a group of milk

producers living within a given area near the unit. Extensive collection centres are

established across a large number of potential centres.

Distribution

Distribution channels move products and services from businesses to

consumers and to other businesses. Distribution channels are just one component

of the overall concept of distribution networks, which are the real, tangible systems

of interconnected sources and destinations through which products pass on their

way to final consumers. Flourish distributes its products through intensive,

selective and exclusive distribution channels.

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Flourish Milk Variants Benefits SKU

Flourish Milk Rich in ice cream 500 ml and 1lit. Pouch

Flourish Fit Balanced cream option 500 ml and 1lit. Pouch

Flourish Slim Low fat to keep you

slim

500 ml and 1lit. Pouch

Flourish Tea Magic Ideal for a refreshing

cup of tea

1 lit. Pouch

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Research Design

Research Objective:

To know the awareness level of Flourish Milk among consumers.

The research mainly aims to fulfill the following objectives:

To study the usage pattern and buying behavior of housewives regarding

the available Milk brands in the market.

To study the perception of housewives regarding different attributes of

milk available in the market.

To study the perception of housewives regarding tetra packed milk.

Research Design:

The necessary information for the study was gathered through research and market

survey.

Survey: Personal Interview with the help of structured questionnaire was

conducted to extract primary information from housewives who buy milk.

Type of Survey:

The research was conducted by a structured questionnaire. It is the most effective

and efficient way to conduct the research. The respondents have to give their

answer for the questions asked by the researcher. The close-ended questions

helped the respondents as they could select their answer from the alternatives

provided in the questionnaire.

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Sampling:

For the study the sampling procedure used is that of Straffied Random Sampling.

Under this method our main aim was to know the perception of Housewives.

Housewives using the existing brands of milk were targeted.

Sample Size:

The data collection consisted of a sample size of 100 target audience.

Type of Questionnaire:

The questionnaire designed contained:

Multiple-choice, open and close ended questions

Thus, it was easy for the respondents to select from the alternatives, the one that

suits them the best. The data collected from the respondents were then compiled

into useful information, classified and tabulated for analysis.

Limitations:-

Every research has certain limitations to it. So also the research conducted had

certain limitations. They are stated as under:-

People generally hesitate to answer the questionnaire thinking that the

questionnaire is a way to market the new product.

At the time of survey some of the respondents were busy, which had

refrained them from answering 2-3 questions

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Data Analysis

1) Type of family

Answer No of respondents Percentage

Nuclear 73 73

Joint 27 27

Interpretation: - Here we have taken sample size of 100, out of which 73 belong

to nuclear family and 27 belong to joint family.

2) Milk consumption among the respondents


1 Litre 19 19

2 Litres 48 48

3 Litres 27 27

More than 6 Litres 6 6

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Interpretation: - Out of the 100 samples, most of the samples belong to nuclear

family so 2 Litres of milk is mostly preferred by them so it has the maximum

percentage.

3) Type of milk used by the samples


Loose Milk 60 60

Packaged Milk 40 40

Tetra Packed 0 0

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Interpretation: - Among the 100 samples, 60 use loose milk and 40 use packaged

milk. Tetra pack milk is not used by any of the samples. Loose milk is fresh and is

delivered at home, so it is preferred more.

4) Brand of milk used by the samples

Answer No of respondent Percentage

Amul 64 64

Mother dairy 7 7

Loose milk 28 28

Sugham 1 1

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Interpretation: - Out of 100 samples, majority use Amul. Amul has already set its

brand image as the most favored. Good taste and freshness have been listed as

reasons for using Amul.

5) Reason given by samples for using the selected brand


Quality 11 11

Low fat content 4 4

Purity 6 6

Low price 3 3

Others 11 11

No response 65 65

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Interpretation: - These are the reasons given by the respondents for selecting the

brand that they buy. Others include:-

Freshness

Good taste

Brand image

Convenience

6) Influencing factors : -

6.1) Price


1 54 54

2 27 27

3 6 6

4 5 5

5 8 8

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Interpretation: - Milk rates are increasing very quickly. So Price influences 54%

samples out of 100.

6.2) Quantity


1 34 34

2 34 34

3 23 23

4 5 5

5 4 4

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Interpretation: - Milk is used several times a day in an Indian family. So quantity

influences to 34% samples out of 100 so that they dont have to buy milk several

times in a day.

6.3) Purity


1 59 59

2 26 26

3 7 7

4 5 5

5 3 3

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Interpretation: - Purity resembles cleanliness and transparency so it influences

59% samples out of 100.

6.4) Taste


1 51 51

2 35 35

3 5 5

4 6 6

5 3 3

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Interpretation: - Taste influences 51% out of 100 samples because milk with bad

taste cannot be consumed.

6.5) Fat content


1 28 28

2 38 38

3 14 14

4 13 13

5 7 7

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Interpretation: - Health consciousness is increasing among people these days. So

fat content influences 28% out of 100 samples.

6.6) Availability


1 33 33

2 28 28

3 18 18

4 17 17

5 4 4

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Interpretation: - Availability influences 33% out of 100 samples because people

buying milk want a brand that is easily available in market so they dont have to

search for it more often.

6.7) Nutrition value


1 41 41

2 35 35

3 10 10

4 7 7

5 7 7

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Interpretation: - Nutrition value of milk enhances milk. So it influences 41% out

of 100 samples.

6.8) Advertisement


1 14 14

2 12 12

3 24 24

4 37 37

5 13 13

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Interpretation: - People also tend to trust qualities shown in advertisements. It

influences 14% of samples. Most of the samples are not influenced by the

advertisement of the brand.

6.9) Packaging


1 14 14

2 30 30

3 19 19

4 23 23

5 14 14

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Interpretation: - Good Packaging drives people to liking the product. It influences

14% out of 100 samples. Like advertisement it also doesnt influence most of the

samples.

6.10) Offer discounts


1 27 27

2 30 30

3 13 13

4 20 20

5 10 10

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Interpretation: - Offers and discounts are seen as bonus attached to the product. It

influences 27% out of 100 samples.

6.11) Brand name


1 46 46

2 32 32

3 10 10

4 11 11

5 1 1

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Interpretation: - Brand name is important to people as people loyal to a brand

dont leave it. So it influences 46% out of 100 samples. We have seen that samples

are more loyal towards Amul, so it is used by most of them.

7) Awareness regarding Flourish Milk


Yes 27 27

No 73 73

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Interpretation: - Flourish hasnt done much of the advertisement in the radio. So

Out of 100 samples, 27 are aware of Flourish Milk due to fewer advertisements.

8) Medium of awareness

Answer No of respondent

Newspaper 19

Hoarding 4

Flourish shop 3

Family/Friends 2

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Interpretation: - Flourish has been doing most of its advertisement in the

newspaper. So most of the samples came to know about Flourish Milk through

advertisement in newspaper.

9) Views about advertisement


For kids 6 6

Good Advertisement 24 24

Not impressive 11 11

Others 50 50

No response 9 9

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Interpretation: - Respondents had different views regarding the advertisement

that we showed them i.e. the newspaper advertisement. Others include:-

Shows purity

Less descriptive

Good tag line

No details about price

Picture used not attractive

Good colors used

10) Awareness regarding tetra pack milk


Yes 58 58

No 42 42

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Interpretation: - Tetra pack milk is not much famous among the

respondents. 58 out of 100 samples are aware of tetra packed milk.

11) Preference of usage of tetra packed milk


Yes 12 12

No 88 88

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Interpretation: - Usage of tetra pack milk is very less in Ahmedabad. Only

12% of samples prefer to use tetra pack milk.

12) Reason for not preferring tetra packed milk


Bad taste 11 11

Never used 25 25

Costly 8 8

Not fresh 12 12

Others 5 5

No response 39 39

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Interpretation: - These are the various reasons stated by the samples for not

preferring tetra pack milk. Others include:-

Less availability

Avoiding stored milk

13) Milk in one word


Tasty 8 8

Healthy 25 25

Necessity 13 13

Others 42 42

No response 12 12

93 | P a g e

Interpretation: - These are the words given by the respondents describing

milk in one word. Tasty was the most used word. Others include: -

Shakti

Energy

Nutrition

Starting of day

Purity

Taste of life

Complete food

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Findings And Conclusion

Findings

Consumers mostly prefer loose milk instead of packaged milk. Loose milk is

considered to be fresher than the packaged milk and is also delivered at

home easily. So it is more preferred.

Among the present milk brands available in the market, Amul is most

famous and is most preferred among the consumers. This is mainly due to

the brand image and quality of Amul.

Among the factors, price and purity influence a consumer the most when

they buy milk in the market. Packaging and advertisement influence the

consumers the least.

Awareness among consumers regarding Flourish Milk is 27% and most of

them came to know about it through newspaper.

Awareness among consumers regarding Tetra pack milk is 58% but still only

12% are consuming tetra pack milk. Bad taste and less freshness are

described as the reasons for not consuming tetra pack milk.

Conclusion

Flourish is an upcoming brand in the milk industry and looking to increase

its share in the market. But in the local market of Ahmadabad, it is not as popular

as compared to other brands like Amul. With the help of this research, company

can find out its weak points and can increase its market share by rectifying those

points.

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The survey resulted into following conclusions and recommendations:-

Flourish should come up with new promotional activities such that people

become aware about Flourish Milk.

Most of the people in Ahmadabad believe in loose milk more than packaged

milk as it is easily available.

Flourish should increase the availability of its milk by increasing the number

of its outlets or by making available Flourish milk at other small shops also.

The organization should work in such a way so as to reduce the cost of milk

which in turn will reduce the prices.

Low prices will attract the consumers and sales will increase gradually.

The packaging and advertisement of flourish milk is such that people tend to

think that its more for kids, so it should be improved with a all round

prospective.

Advertising should be done on television and radio also.

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APPENDIX- QUESTIONNAIRE

Questionnaire -Awareness regarding FLOURISH MILK among

housewives. We assure you to that the data given by you will be only used for academic and research purpose

and will be kept confidential

1) Name: ________________________________________________________

2) Age: __________________________________________________________

3) Are you from nuclear family or joint family?

Nuclear Family

Joint Family

4) How many liters of milk does your family consume every day?

1 ltr.

2 ltrs.

3 ltrs. More than 3 ltrs, please specify_____________________________________

5) Which type of milk form do you use?

Loose Milk

Packaged Milk

Tetra Pack Milk

6) Which brand and type of milk do you consume?

Amul ( Amul Shakti / Amul Taaza / Amul Gold / Amul Slim and Trim)

Mother Dairy ( Token Milk / Toned Milk / Full Cream Milk)

Loose milk ( Cow Milk / Buffalow Milk )

Sugham Any reasons ____________________________________________________________________

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7) Rate the following factors that influence you while buying milk in the market. Rate them on

the scale of 1 to 5. 1 for most preferred and 5 for least preferred.

Factors Rating

Price

Quantity

Purity

Taste

Fat Content

Availability

Nutrition Value

Advertisement

Packaging

Offer /discounts

Brand Name

8) Are you aware of the brand Flourish Milk?

Yes

No

(If yes, then answer the questions 8.1 to 8.2)

8.1) how do you came to know about Flourish Milk?

Radio

Newspaper

Hoarding, any location_________________

Flourish shop

Family/Friends If others than specify: __________________

Can you recall the message or any element __________________________________

8.3) did you try to contact the number mentioned in the advertisement and buy milk using

the home delivery service?

Yes

No Please mention the reason: - _____________________________________

9) Among the 16 outlets of Flourish Milk in Ahmedabad, Have you visited any?

Yes

No

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(If yes, then answer 9.1 to 9.4)

9.1) which outlet have you visited? Please mention the area

____________________________

Please share your experience _______________________________________

9.2) which of the following variants of Flourish milk are you aware of?

Flourish Rich

Flourish Slim

Flourish Fit

Flourish Tea Magic

9.3) have you ever used Flourish Milk?

Yes

No

9.4) If yes, how was your experience?

____________________________________

If no, what is the reason

____________________________________

10) Out of these advertisements of Flourish Milk which one do you like the most?

__________________________________

Pleases share your views, what you like & dislike about it.

________________________________________________________________

11) Are you aware of Tetra Pack / UHT (Ultra High Temperature)?

Yes

No

12) Do you prefer milk in Tetra pack?

Yes

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No

12.1) please rank the following benefits of tetra pack?

Protects from spoilage

Protects nutrition level

Protects from degradation

Easy to use

Easy to store

13) If you dont prefer Tetra Pack, Please share the reasons

________________________________________________

14) Describe Milk in one word

________________________________________________

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PROJECT 2

ABELLON CLEAN ENERGY

Introduction

In India, nearly 400 million people (40 % of total population) live in urban

areas. This article provides a broad-based understanding of urban household

energy sources, their supply, scarcity and other problems associated with access to

these fuels in urban areas of India.

Nationally, households energy accounts for 40-45% of the total energy

consumed. W

One Preface

Documents

objective of advertising

flourish milk

advertising agency

types of advertising

market research

indian advertising industry

market analysis

project guide