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DECLARATION
I S'rneen&' Sr(0asta0a Here by declared that this research report entitle”
ROLE OF ADVERTISING IN FMCG SECTOR” has been completed based on
actual study carried out by me. I am presenting an authentic record of my. Our
work carried out under the guidance of “Mr+ V(sha, (shno(” (research report
guide) I!"# which is re$uired in the partial fulfillment for the degree of
“MASTER OF USINESS ADMINISTRATION” affiliated to %.. &echnical
%ni'ersity# ucknow.
&his declaration is original and the information data in this research report
for the award of any other degree or diploma in the best of my knowledge.
9S'rneen&' Sr(0asta0a:
[]
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PREFACE
In spite of the theoretical gained through classroom study# a person is
incomplete if not sub*ected to practical e+posure of real corporate world and may
ha'e to face hurdles# which will be difficult to o'ercome without any first,hand
e+perience of business.
In the conte+t# research program has been designed to make the person
aware of the happenings of the real business world. &he research entitled ” ROLE
OF ADVERTISING IN FMCG SECTOR” of has been done at as a completion
part of "- programme.
I whole heatedly appreciated the harmonic atmosphere pro'ided to me by
the staff of marketing. &he data has collected at primary source through inter'iews
with the customer / discussions with the retailer of different ,different sections.
&he data which used in this pro*ect report are secondary data. &hese secondary
data so obtained were mostly collected from the management. It would not ha'e
been possible to complete my research report in a manner. I reckoned / within
such a limited time. 0or this nice obliged to them.
[]
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AC;NO
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CONTENTS
S'. Top(cs Pa=e No+
2+ Intro&'ct(on >$25
!+ E?ec't(0e S'//ar- 21$2>
5+ O.@ect(0e 2%$2%
1+ Research /etho&o,o=-
#+ Scope
>+ Use an& (/portance o) st'&-
%+ DESCRIPTIVE
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INTRODUCTION
67!8&I9I:; is any paid form of no personal presentation and promotion of ideas#goods or ser'ices by an identified sponsor.
Organi ?hat target
markets are you trying to reach with your ads@
?hat would you like them to think and percei'e about your products (this should
be in terms of benefits to them# not you)@?hat communications media do they see
or prefer the most@ Aonsider &7# radio# newsletters# classifieds# displaysBsigns#
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posters# word of mouth# press releases# direct mail# special e'ents# brochures#
neighborhood newsletters# etc.
?hat media is most practical for you to use in terms of access and affordability
(the amount spent on ad'ertising is often based on the re'enue e+pected from the
product or ser'ice# that is# the sales forecast)@
Dou can often find out a lot about your customers preferences *ust by conducting
some basic market research methods. &he following closely related links might be
useful in preparation for your planning.
A or& o) arn(n=
Ed'ertisingE is not easily defined# though many people ha'e tried. :arrowly# itmeans clearly identifiable# paidfor communications in the media# which aim to
persuade# inform or sell. -ut theword is also used to co'er a much broader range of acti'ities from design to public relations by what are often the same organisations#using similar skills.
The /a(n p,a-ers
d'ertising is not a single industry# but spreads untidily across at least threeseparate kinds of employer organisation those who are
'se (t (the ad'ertisers)=/ae (t (the ad'ertising agencies)= and&(sp,a- (t (the media). number of other# more specialised organisations eg market research companiesare also in'ol'ed.
D())erent sorts o) a&0ert(s(n=
%sing its narrower definition# ad'ertising takes two main forms
EdisplayE# and EclassifiedE.
D(sp,a- ad'ertising embraces &7 and radio commercials# posters# and largedisplay spaces in the press # newspapers and maga
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sa,es pro/ot(on7 e?h(.(t(ons7 &es(=n an& paca=(n=7 and e'en marketing itself are seen as Ead'ertisingE too.
&he aggregation of such tools# along with media ad'ertising# price anddistribution# are often called the /aret(n= /(?.
-ecause all these acti'ities re$uire more or less the same skills (often using thesame people)# and ser'e similar ob*ecti'es# this booklet aims to pro'ide someinformation about all of them.Howe'er the word Ead'ertisingE from here on means &(sp,a- a&0ert(s(n= unlessotherwise stated.
A&0ert(s(n= a'&(ences
0inally# we also categorise ad'ertising in terms of those to whom it is directed itsaudience. &wo most ob'iously contrasted audiences are cons'/ers (the general
public) and .'s(nesses.
?ithin these two big audience categories# ad'ertisers use much more e+actdefinitions of their desired audience (or Etarget groupE). &hese describe a cons'/ertar=et in terms of# for instance# age# class# se+# region# beha'iour# and lifestyle. .'s(ness tar=et can be defined by his or her company si
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-riefly# once an ad'ertiser (the client) identifies needs for which ad'ertising is the
best solution# he briefs independent specialists (typically an ad'ertising agency) to
plan the details and create the ad'ertising.
?hen appro'ed# this is displayed in the agreed medium (for instance tele'ision) at
an agreed cost. 8esearch specialists commonly test the ad'ertising beforehand
andBor try to measure its effects afterwards.
n ad'ertising programme of this kind is generally called a ca/pa(=n# and usually
includes a series of ad'ertisements# in a number of broadcast channels or printed
media. &he campaign is usally based on statistical calculations of what percentage
of the target group will see it (penetration) how many times on a'erage
(fre$uency). Other 'ariables are how skillfully the media ha'e been bought# the
si
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It is difficult to measure or demonstrate e+act cost benefits from ad'ertising and
certainly to forecast these in ad'ance. part from sales statistics# the most common
tools are 'arious specialised forms of market research# and econometric
modelling.
&he reason ad'ertising so irritatingly eludes logical or scientific analysis is that
three 'ariables are in'ol'ed in its effects two of them not easily measurable. &hese
are the weight of ad'ertising# the effecti'eness of the creati'e idea and e+ecution#
and the latent potential of the situation to be changed by ad'ertising or anything
else anyway.
ike it or hate it# ad'ertising is generally recognised to ha'e se'eral practical
benefits for society at large.
More /e&(a
One of these is that it largely finances the media. ?ithout ad'ertising re'enue# the
% would ha'e no commercial &7 or radio# far fewer and much more e+pensi'e
newspapers and maga the ad'ertisers are simply allowed to buy a
proportion of discrete spaces to say what they want to say.)
Cho(ce
d'ertising# because it is Ecompetiti'eE# is an agent to impro'e the range of
products a'ailable# the speed with which new ones can be introduced# and e'en the
ways in which we shop.
Pr(ces
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0inally# despite its cost ($uite often as much as 5 per cent of total product costs) it
has the
tendency to reduce prices# because of the efficiency it creates through economies
of scale# and the nature of competition.
d'ertising is often criticised# the three most common criticisms being>
&hat it is wasteful and increases prices (ie without its e+pense# the goods
ad'ertised would otherwise be cheaper)=
&hat it is 'ulgar and tasteless= and
&hat it e+ploits consumers and creates unnecessary needs.
Its defenders point out that ad'ertising seems to reduce rather than inflate prices#
especially in competiti'e markets= taste is an indi'idual matter# and ad'ertisements
are often more attracti'e# tasteful and entertaining than the programmes or printed
te+t that ad*oin them= and ads reflect public needs rather than creating them.
"oreo'er consumers are not mugs.
0or its part# the general public tend increasingly to like and appro'e of ad'ertising#
seeing it as at worst harmless and# at best# entertaining and helpful.
Dou will ha'e to make up your own mind about this $uestion# and if you strongly
share the criticisms# it may be as well not to work in a business of which you
disappro'e.
Howe'er as a final thought# most people who work in ad'ertising come to ac$uire
a healthy respect for the publicEs good *udgement.
A&0ert(s(n= stan&ar&s (for instance# to pre'ent misleading campaigns) are
generally policed in the % by 'igorously enforced 'oluntary codes of practice.
&hese are underpinned where necessary by laws and statute.
6espite its glit
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nd itEs one of the recognised *umpingoff points for posts in top management later
on.
ItEs also $uite a s/a,, business in terms of numbers. -ecause of the small numbers
it employs# only a few of the many people who want to work in ad'ertising
succeed in finding *obs in it. lso# the Ewastage rateE afterwards is rather high in
some areas.
0or gifted and determined people# on the other hand# it can be a particularly
satisfying career which also offers constant opportunities for ad'ancement# or a
change of direction.
Kust about all ad'ertising *obs demand an interest in people. &his is more or less
the only
common denominator. If you donEt like people 'ery much# ad'ertising wonEt be
your cup of tea.
&he other $ualifications depend on the specific *ob# which can call for 'ery
different interests# aptitudes and temperaments.
&his section outlines the main kinds of work in which ad'ertising is in'ol'ed in
one way or another. &hey may be considered both hor(onta,,-# in terms of the
wide spread of different skills and aptitudes which are re$uired# and 0ert(ca,,-# in
terms of upward career paths.
n important point to notice is that in many *obs# ad'ertising work is on,- part o)
other
respons(.(,(t(es. 9ometimes itEs only a small part# albeit an interesting and
rewarding one.
&his is worth bearing in mind in career planning> there are many options for mo'ing sideways as well as upwards eg between an ad agency and a client# or
perhaps in# out of# or between the media. &his is partly because similar skills and
knowledge are in demand in all three sectors# partly because handson e+perience in
one field is often thought 'aluable by an employer in another one.
Here are the main categories of work a'ailable>
Areati'e
lanning
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9tatistics# 8esearch and nalysis
E-uying and 9ellingE
9ales romotion
"anagement
dministration
0"A; is one of the most mature markets and# as younger# more dynamic sectors
such as leisure# entertainment and tra'el come to the fore# it has begun to lose share
of pri'ate e+penditure. 0"A; manufacturers and retailers therefore need to
generate enthusiasm for their offerings so that they can compete on an e'en
playing field for Eshare of walletE.
20"A; are losing Lshare of wallet3. !A8 has helped to impro'e profitability# but
aggresi'e re'enue initiati'es are now also needed. If 0"A; companies can make
consumers more enthusiastic about their products# the sector could be
re'olutionisedM
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E3ECUTIVE SUMMAR
&he report in'ol'ed analysing and e'aluating ad'ertising strategies for 'arious
companies>
A&0ert(s(n=*
“DOING BUSINESS WITHOUT ADVERTISING IS LIKE WINKING
AT A GIRL IN THE DARK; YOU KNOW WHAT YOU ARE DOING,
BUT NOBODY ARE DOES”
ccording to the merican "arketing ssociation# Ahicago ad'erting is
“an- pa(& )or/ o) non persona, presentat(on o) (&eas7 =oo&s an&
ser0(ces .- an (&ent()(e& sponsor”+
Advertising is a form of persuasive communication with the public.
&he ob*ect d'ertising is>,
(1) Inform customers of the goods and ser'ices.
() -rings out the product use 3s
() Aalls for or in'ites people to buy the product
(4) "ass communication
(5) ttract attention
(C) ousing interest
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(F) -uilding desire
(G) Obtaining action.
Ho /'ch a&0ert(s(n= a =(0en .'&=et an& .r(e) (,, .'-+
Aosts are usually reckoned on the basis of EA&E the a'erage Aost er &housand
people
reached in the target group. &his of course 'aries according to the si
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More /e&(a
One of these is that it largely finances the media. ?ithout ad'ertising re'enue# the
% would ha'e no commercial &7 or radio# far fewer and much more e+pensi'e
newspapers and maga the ad'ertisers are simply allowed to buy a
proportion of discrete spaces to say what they want to say.)
Cho(ce
d'ertising# because it is Ecompetiti'eE# is an agent to impro'e the range of
products a'ailable# the speed with which new ones can be introduced# and e'en the
ways in which we shop.
Pr(ces
0inally# despite its cost ($uite often as much as 5 per cent of total product costs) it
has the
tendency to reduce prices# because of the efficiency it creates through economiesof scale# and the nature of competition.
d'ertising is often criticised# the three most common criticisms being>
&hat it is wasteful and increases prices (ie without its e+pense# the goods
ad'ertised would otherwise be cheaper)=
&hat it is 'ulgar and tasteless= and
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&hat it e+ploits consumers and creates unnecessary needs.
OBJECTIVES of RESEARCH :
study of media strategy and fact as they related to an ad'ertising campaign
e+plore media analysis selection and ad'ertising campaign.
• &o show the benefits of an ad'ertising.
• &o identify the problem in national ad'ertising.
• &o describe the step in'ol'ed in designing an ad'ertising.
• &o creation of awareness and interest of the new product by ad'ertising.
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RESEARCH METHODOLOGY: -
8esearch methodology is simple framework or plan for the study
that is as guide in collection and analy
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METHODS OF DATA COLLECTION*$
PRIMAR DATA
"arket 9ur'ey ersonal Inter'iew
SECONDAR DATA
"ag
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SCOPE
2Aonsumer enthusiasm can best be generated if companies go beyond
simply creating products for specific groups of potential customers and
start engineering whole consumer trends and fashions.M
20"A; are losing Lshare of wallet3. !A8 has helped to impro'e
profitability# but aggresi'e re'enue initiati'es are now also needed. If
0"A; companies can make consumers more enthusiastic about their
products# the sector could be re'olutionisedM.
&he people of sia are realising that a brand is not *ust putting a name on a
product# but that theyE'e got to in'est in it. &heyE'e got to look at
ad'ertising and promotion as an in'estment rather than as e+penditure. &hat
awareness is increasing. nd for us in the consulting business# there lies
tremendous opportunity.M
GEOGRAPHICAL AREA : NCR
TIME DURATION : 10 days
CORRESPONDENT : Advertising Manager, Retailers
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USE AND IMPORTANCE OF STUDY
It gi'es the company immediate access to strong brands# manufacturing
facilities and logistics and also an established customer base of retailers.
&he ac$uisition will also enhance its skills in marketing and management of
modern trade channels# which is rele'ant in a changing Indian retailen'ironment.
re'iew of the methodologies being used by 0"A; operati'es to sustain
consumer enthusiasm about their products and ser'ices and to createsustainable# high re'enue positionings.
Opportunity to reach a large audience.
Dou will ha'e up,to,the minute statistics reports and an ad'ertising
management.
Dou can choose your campaign duration# from one week to one year.
d'ertise to a moti'ated audience of new parents# 'oyeurs and teens.
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DESCRIPTIVE WORK OF SUBTOPIC ON STUDY
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ADVERTISING
Ed'ertisingE is not easily defined# though many people ha'e tried. :arrowly# itmeans clearly identifiable# paidfor communications in the media# which aim to
persuade# inform or sell. -ut theword is also used to co'er a much broader range of acti'ities from design to public relations by what are often the same organisations#using similar skills.
The /a(n p,a-ersd'ertising is not a single industry# but spreads untidily across at least threeseparate kinds of employer organisation those who are
'se (t (the ad'ertisers)=/ae (t (the ad'ertising agencies)= and&(sp,a- (t (the media). number of other# more specialised organisations eg market research companiesare also in'ol'ed.
D())erent sorts o) a&0ert(s(n=
%sing its narrower definition# ad'ertising takes two main forms
EdisplayE# and EclassifiedE.
D(sp,a- ad'ertising embraces &7 and radio commercials# posters# and largedisplay spaces in the press # newspapers and maga
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Howe'er the word Ead'ertisingE from here on means &(sp,a- a&0ert(s(n= unlessotherwise stated.
A&0ert(s(n= a'&(ences
0inally# we also categorise ad'ertising in terms of those to whom it is directed itsaudience. &wo most ob'iously contrasted audiences are cons'/ers (the general
public) and .'s(nesses.?ithin these two big audience categories# ad'ertisers use much more e+actdefinitions of their desired audience (or Etarget groupE). &hese describe a cons'/ertar=et in terms of# for instance# age# class# se+# region# beha'iour# and lifestyle.
.'s(ness tar=et can be defined by his or her company si
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n ad'ertising programme of this kind is generally called a ca/pa(=n# and usually
includes a series of ad'ertisements# in a number of broadcast channels or printed
media. &he campaign is usally based on statistical calculations of what percentage
of the target group will see it (penetration) how many times on a'erage
(fre$uency). Other 'ariables are how skillfully the media ha'e been bought# the
si
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One of these is that it largely finances the media. ?ithout ad'ertising re'enue# the% would ha'e no commercial &7 or radio# far fewer and much more e+pensi'e
newspapers and maga thead'ertisers are simply allowed to buy a proportion of discrete spaces to say whatthey want to say.)
Cho(ced'ertising# because it is Ecompetiti'eE# is an agent to impro'e the range of
products a'ailable# the speed with which new ones can be introduced# and e'en theways in which we shop.Pr(ces
0inally# despite its cost ($uite often as much as 5 per cent of total product costs) ithas thetendency to reduce prices# because of the efficiency it creates through economiesof scale# and the nature of competition.d'ertising is often criticised# the three most common criticisms being>
• &hat it is wasteful and increases prices (ie without its e+pense# the goodsad'ertised would otherwise be cheaper)=
• &hat it is 'ulgar and tasteless= and
• &hat it e+ploits consumers and creates unnecessary needs.
Its defenders point out that ad'ertising seems to reduce rather than inflate prices#especially in competiti'e markets= taste is an indi'idual matter# and ad'ertisementsare often more attracti'e# tasteful and entertaining than the programmes or printed
te+t that ad*oin them= and ads reflect public needs rather than creating them."oreo'er consumers are not mugs.0or its part# the general public tend increasingly to like and appro'e of ad'ertising#seeing it as at worst harmless and# at best# entertaining and helpful.Dou will ha'e to make up your own mind about this $uestion# and if you stronglyshare the criticisms# it may be as well not to work in a business of which youdisappro'e.Howe'er as a final thought# most people who work in ad'ertising come to ac$uirea healthy respect for the publicEs good *udgement.
A&0ert(s(n= stan&ar&s (for instance# to pre'ent misleading campaigns) are
generally policed in the % by 'igorously enforced 'oluntary codes of practice.&hese are underpinned where necessary by laws and statute.
[C]
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6espite its glitAreati'elanning9tatistics# 8esearch and nalysisE-uying and 9ellingE
9ales romotion"anagementdministration
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ADVERTISING PROCESS*
&he 0ro
1. Usage and Attitde Std! P -efore a new product or ad'ert is ing
idea is in'ol'ed# a complete $uantitati'e research study is carried
out in order to fully understand the needs# wants# preferences#
purchases and consumpt ion habits of the target segment. &he
results of the study typically point out any opportunities that can
be e+ploi ted in terms of unsatisfied consumer needs. On the basis
of the abo'e results# a new product or ad'ertising concept is
e'ol'ed.
. "#n$e%t Testing POnce the new concept has been thought of# it
goes into $ualitati'e research. &his $ualitati'e research primarily
focuses on testing the acceptance of the concept by the target
segment as well as the e'ol'ing of an appropriate positioning
plank. &he posi tioning could be at tr ibute# cost or benefi t based.
-ased on consumer feedback# an appropriate positioning platform
is determined.
. Agen$! B&ie' POnce the concept testing is successfully complete#
the -rand "anager prepares a brand positioning statement. &his is
a description of the brand and includes the product description#
likely brand name# category# name# 'ariants (if any) and key brand benefi ts (sensory# functional and emotional). n agency br ief is
[G]
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then prepared for the gency# which includes the -9 as well as
answers to the following $uestions>
• ?hy do we want new ad'ertising@
• ?hom are we talking to@
• ?hat is the benefit to be percei'ed by the consumer@
4. Ani(ating Testing > &he storyboard is de'eloped by the agency.
fter this has been appro'ed by the client# the anima tics go into
testing. &hese are ad'ertisements made from frame,by,frame shots
of the storyboard with appropriate musicBdialogueB'oice o'er. &his
is more economical when compared to shooting the actual
ad'ertisement. &he anima tics are shown to the sample audience
for feedback and frame,by,frame analysis. &he name# product
design# ambience# music and o'erall purchase intention after
'iewing the ad'ertisement are measured. -rand personification
may be included. If the results are positi'e# the ad'ertising
concept is fro
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users. It measures ad'ertising recall# awareness of the ad'ertisement and
the brand# intention to try after 'iewing the ad'ertisement o'erall
purchase intent ion# etc.
In my e+perience companies ad'ertise because it has been the traditional thing to
do. Aertainly it has deli'ered the most compelling results# but maybe itEs because
that has been the primary medium of communication of ad'ertising agencies. I
truly belie'e that companies would be well ser'ed by looking at all of the media
communications a'ailable to them and then make the decisions that will gi'e the
best 8OI for the long and short term. Ruestion e'erythingS Is the media able to
reach your specific target audience and get a transfer of trust that mo'es them to
become your customers@ O'er the years I ha'e used -alloon grams through
traditional ad'ertising and e'erything in between to reach consumers of clientEs
products. In conclusion you must look at the long term growth but at the same time
get traffic to the store this week# so it is a balance of effecti'e communications
across a 'ariety of media that will enable you to do *ust that. &he big key is
Integrated "arketing Aommunications and a consistent message deli'ered across
all media.
&here are se'eral possible ob*ecti'es for ad'ertising# and different companies ha'edifferent reasons for ad'ertising the way they do.
• ?hen you ha'e an awareness problem# ad'ertising is a way to increase
awareness.
• ?hen you ha'e an alternate use that people may not know about#
ad'ertising is a way to tell them about it.
• ?hen you ha'e a product impro'ement# ad'ertising is a way to get trier,
re*ectors to think again about their decision. nd# of course# ad'ertising is aclassic way to create# e+plain# and reinforce a brandEs positioning.
&he ob*ecti'es are all different# and the metrics youEll use need to recogni
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&heyEll want to track consumer attitudes# brand image# and (perhaps) unaided
awareness.
Other companies want to create $uick awareness of a new brand or a product
change. &heyEll want to track ad'ertising awareness and brand awareness (aided
and unaided).
9till other companies ha'enEt e'en thought about their ob*ecti'es. &hey *ust like to
see their name all o'er the place. &hey donEt need to spend any money measuring
effecti'eness. &heyEre ad'ertising to the board room anyway# not the consuming
public.
:et# like so many other things# it depends. &hereEs no one,answer fits all.
"aga
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?ith the growth of the broadcast media# particularly tele'ision# reading habits
declined."ore consumers turned to &7 'iewing not only as their primary source of
entertainment but also for news and information. -ut despite the competition from
the broadcast media# newspapers and maga
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winning strategy. "oreo'er# the study findings are consistent across industry
sectors# making results rele'ant regardless of business category.
Lon=$ter/ (n0est(n=
?hile the Dankelo'ichBHarris study offers compelling data to support the benefit
of ad'ertising especially in slower times# other business gurus also support the
theory.
2d'ertising in a down economy is e'en more important than ad'ertising during
the good times#M says Koyce ;ioia# president of the Herman ;roup# a firm of
strategic business futurists in ;reensboro# :.A. 2&hat3s when you can build market
share. &hat3s when you ha'e less competition for share of mind. ?hile others are
in a cocoon# hibernating until things blow o'er# it3s a great time to in'est in your
business.M
;ioia says sign industry suppliers need to establish themsel'es as the brand of
choice and halting ad'ertising during tough times is counteracti'e to that goal.
&he bottom line is clear> If a company is not communicating with customers when
they enter the market# then that company will not be considered in the buying
decision. &hat fundamental truth does not change# regardless of the economy.
?hile many companies readily understand the 'alue of short,term ad'ertising
generating new sales# generating repeat business from e+isting customers and
generating new leads that turn into future sales it can be more difficult to
comprehend the long,term 'alue. &hink of a snowball rolling down a mountainconsistent ad'ertising has a cumulati'e effect. &he more familiar buyers are with
your brand# the more likely they are to purchase the brand.
Cross /e&(a approach
cross media approach is the best approach# according to e+perts# because it
allows your company to stay in front of customers consistently.
&he Dankelo'ichBHarris study shows e+ecuti'es 'alue maga
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respect to being 2highly credible sourcesM and 2pro'iding information you can
trust.M -,to,b ?eb sites rate high for being 2primary sources of researchM and
pro'iding 2access to the latest information.M nd b,to,b trade shows are highly
regarded for enabling 2interaction with industry peers.M
2&o stay on top of de'elopments in your field# it3s important to seek information
from multiple media sources# like business,to,business maga
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6ouble,Alicks also found that 0lash increased branding metrics by F1 percent for
three different,si
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PROFILE OF HLL*$
&he company was incorporated on 1Fth October# 1 under the name of e'er
-rothers (India) 't. td. (-I). It set up its manufacturing units in -ombay and
Aalcutta an associated company 'i
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people in India which becomes G5Q appro+. of the to tal popula tion.
Hence the study of H can gi'e us a wide knowledge in the fields like
successful implementations of marketing strategy in urban and rural India
cutting across so many cultural# social# regional# religious# linguistic
barr iers .
P4G 9 -$te& 0 Ga(12e:* Pro)(,e
&hree billion times a day# /; brands touch the li'es of people around the world.Our corporate tradition is rooted in the principles of personal integrity# respect for
the indi'idual# and doing whatEs right for the long,term.
Our core values and principles guide us in everything we do. Learn
more about what drives our purpose of providing products and
services of superior quality and value to the world'sconsumers.
&he /; community consists of o'er 15#JJJ employees working in o'er GJcountries worldwide. ?hat began as a small# family,operated soap and AandleAompany now pro'ides products and ser'ices of superior $uality and 'alue toconsumers in 14J countries.
Spot,(=ht On* Our :ew Orleans# ouisiana# 0olgersU !mployees
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If Kames ;amble and ?illiamrocter hadnEt married the :orrissisters# /; might not e+ist.
In the 1FJs# /; was one ofthe first companies to put itssafety testing data in a computer database# helping to a'oidduplicati'e testing.
Pro&'cts OF HLL*
r'*
r'# launched in 1C# created history in the first year of launch by growing to arecord market share of 1Q. !'er since# it has grown from strength to strength.
r' has been instrumental in 'irtually creating the entire Instant Aoffee category as ite+ists today. It has been at the forefront of most inno'ations in the Instant Aoffee
category , whether in coffee,chicory blends# refill packaging# 'ending operations# ormore recently the ow,unit,price packs.
&he r' franchise also includes the r' 8oast / ;round# IndiaEs most popular 8oast/ ;round Aoffee brand# and r' "alabar 8oast / ;round which is a'ailable inselect geographies.
C,(n(c P,'s
C,(n(c P,'s Health shampoo was launched in India in the year 1GF. It is IndiaEslargest selling shampoo# offering the fi'e most important hair health benefits>
strengthens weak hair# pre'ents hair breakage# softens rough dry hair# shine forthick and healthy hair# and contains anti,dandruff ingredient.
&he franchise also includes Alinic ll Alear &otal# first introduced in 1C. It is adual shampoo P it not only fights the last dandruff flake# but also adds back lostnutrients to make hair healthy and beautiful. Alinic ll Alear &otal is a dandruffsolution for e'eryday use.
C,ose$'p
C,ose$'p (s the original youth brand of India. &he first brand targeting youth in the
oral care market# with an edgy and youthful image which stays rele'ant till date.!'er since its launch in 1F5# Aloseup has broken e'ery rule in the book on howtoothpastes should beha'eS
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C,ose'p was the first gel toothpaste to be launched in India and has led the geltoothpaste segment e'er since. In JJ4# C,ose'p was re,launched with a bang. nd
this time it was packed with the power of 7itamin 0luoride 9ystem P a powerfulmi+ of 7itamins# 0luoride# "outhwash and "icro whiteners# the perfectcombination of ingredients for fresher breath and stronger# whiter teeth.
C,ose'p became the first ;el toothpaste with 0luoride in the Indian "arket. &he brand umbrella also includes Aloseup emon "int# gel toothpaste with thewhitening benefits of lemon.
&he latest entry in the Aloseup stable is Aloseup "ilk Aalcium P re'olutionary newtoothpaste with the goodness of milk calcium in an industry,first core,in,sheathformat# with white milk calcium nutrient on the inside and a refreshing blue gel onthe outside.
Fa(r 4 Lo0e,-
womanEs passion for .ea'ty is uni'ersal and catering to this strong need is Fa(r4 Lo0e,-+ -ased on a re'olutionary breakthrough in skin lightening technology#0air / o'ely was launched in 1FG.
&he Hindustan e'er 8esearch Aentre (it is among the largest researchestablishments in IndiaEs pri'ate sector# including pharmaceutical companies# withfacilities in "umbai and -angalore) deployed technology# based on pioneeringresearch in the science of skin lightening to de'elop Fa(r 4 Lo0e,-. &he
formulation is patented. Its formulation acts safely and gently with the naturalrenewal process of the skin# making comple+ion fairer o'er a period of si+ weeks.
Fa(r 4 Lo0e,- is formulated with optimum le'els of %7 sunscreens and :iacinamide that is known to control dispersion of melanin in the skin. It is a patented and proprietary formulation# which has been in the market for 5 years. :iacinamide (7itamin -) is a water,soluble 'itamin and is widely distributed incereals# fruits and 'egetables , and its use in cosmetic formulations has beenknown for 'arious end benefits. &he %7 components of the formulation arescientifically chosen and used at optimum le'els to pro'ide wide spectrum
protection against %7 rays of the sun. 9pecifically# this patented formulation offers
a high %7 protection# which is more rele'ant to sian skin than plain 90 protection creams sold in the ?est. ll the acti'e ingredients in the 0air / o'elyformulation function synergistically to lighten skin colour through a process that isnatural# re'ersible and totally safe.
&he brand today offers a substanti'e range of products# including yur'edic 0air /o'ely 0airness cream# 0air / o'ely nti,"arks cream# 0air / o'ely Oilcontrol 0airness ;el# 0air / o'ely for 6eep 9kin and 0air / o'ely 0airness9oap. &he latest has been the erfect 8adiance# a complete range of 1 premiumskincare solutions from 0air / o'ely.
Ha/a/
aunched in 14 in India.
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Ha/a/ has always been a reliable option for consumers o'er years. &he brandhas withstood the test of time and has gi'en the consumers the confidence and
assurance of being a soap that is safe on skin. Hamam is manufactured in the mostmodern soap plants world,class $uality control system. Hamam contains polyols#which are known to be good moisturi
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global leader in ice cream , with a deep insight of the Indian market# to deli'er arange of superior $uality products under its international brands.
ey launches include Aornetto# 0east# 7iennetta# and a range of 9undaes# and alsoe+citing eats for children specifically# like ime unch or 9unshine Ning Aone.wality ?allEs ensures that while each of its offerings is uni$ue in taste and fla'our#they are also accessible to more consumers through breakthrough costreengineering and 'alue deli'ery.
L()e.'o-
"aking a billion Indians feel safe and secure by meeting their health and hygiene
needs is the mission o) L()e.'o-+
&he worldEs largest selling soap offers a compelling health benefit to the entirefamily. aunched in 1G5# ifebuoy# for o'er a 1JJ years# has been synonymouswith health and 'alue. &he brick red soap# with its perfume and popular ifebuoy
*ingle# has carried the ifebuoy message of health across the length and breadth of the country.
&he JJ and JJ4 relaunches ha'e been turning points in its history. &he new mi+includes a new formulation and a repositioning to make it more rele'ant to bothnew and e+isting consumers.
ifebuoy is now a milled toilet soap with a new health fragrance and acontemporary shape. &he new milled formulation offers a significantly superior
bathing e+perience and skin feel. &his new mi+ has registered conclusi'e and clear preference among e+isting and new users.
&he new ifebuoy is targeted at todayEs discerning housewife with a more inclusi'efamily health protection for my family and me positioning. ifebuoy has made adeliberate shift from the male# 'ictorious concept of health to a warmer# more'ersatile# more responsible benefit of health for the entire family.
t the upper end of the market# ifebuoy offers specific health benefits through
ifebuoy ;old and lus. ifebuoy ;old (also called Aare) helps protect againstgerms which cause skin blemishes# while ifebuoy lus offers protection againstgerms which cause body pouder.
S'r) E?ce,
pioneaer in the Indian detergent powder market# S'r) E?ce, has constantly upgraded
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itself o'er the years# to answer the constantly changing washing needs of the Indianhomemaker. &oday 9urf !+cel offers outstanding stain remo'al ability on a wide range
of stains. &his means that mothers now ha'e the freedom to let their kids e+periencelife without worrying about stains.
9urf !+cel $uick wash is powered with a path,breaking technology, it reduces water consumption and time taken for rinsing by 5JQ. It is a significant benefit# gi'en theacute water scarcity in most of India.
9urf !+cel is a'ailable in 'ariants> 9urf !+cel -lue# 9urf !+cel Ruick ?ash and 9urf !+cel utomatic. 9o whate'er be the need# 9urf !+cel hai na.
S'ns(,
aunched in 1C4# S'ns(, is the largest beauty shampoo brand in the country.ositioned as the Ha(r E?pert# 9unsilk has identified different hair needs andoffers the consumer a shampoo that gi'es her the desired results.
&he benefits are more compelling and rele'ant since the 'ariants are harmonised interms of the product mi+ , fragrance# colour and ingredients are all well linked tocue the o'erall synergy. &he range comes in premium packaging and design. &heaccent is on It knows you# and hence knows e+actly what your hair needs.
Pro&'cts OF P4G
He! " S#o$%!e&' S#oo
Head / 9houlders shampoo is specially formulated to gi'e you beautiful# healthyand dandruff,free hair.
'ailable in Alassic Alean 9hampoo and in 1# Ocean ift 9hampoo and in 1#Aitrus -ree
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Head / 9houlders conditioners are designed to gi'e your hair a radiant shine andhelp reduce flakes.
'ailable in Alassic Alean and 6ry 9calp Aare.
NEW He! " S#o$%!e&' I*,e*'+.e So%$,+o*'
Aontains Q yrithione Ninc for ma+imum strength without a prescription
Alinically designed to help pre'ent seborrheic dermatitis# se'ere dandruff andother dandruff related problems
0eatures a clean# refreshing fragrance
ea'es hair shiny and manageable
T(&e L(J'(&
W the stain remo'al power for about 5 cents a loadX. &ide i$uidcombines all the great stain fighting $ualities youE'e come to e+pectin &ide owder with the pretreating ease of a li$uid detergent.
'ailable in &ide Alean -ree
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is formulated to immediately start dissol'ing V e'en in cold water.
'ailable in &ide Alean -ree
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touch of 6owny softness and freshness.
'ailable in Alean -ree
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hygiene products for you# your family and dental professionals worldwide.&rust the brand more dentists use themsel'es worldwide.
Poer Tooth.r'shes
Oral,- power toothbrushes offer e+ceptional features and performance benefits. In fact# an independent landmark study has concluded thatonly the oscillating,rotating power toothbrush technology# pioneered
by Oral,-# offers superior cleaning compared to manual toothbrushes.
Poer r'sh Hea&s
Oral,- offers 1 ad'anced power brush heads designed for differentneeds. Ahoose the perfect one based on your desired brushinge+perience> deep clean# e+tra soft# whitening# floss,like clean#traditional brushing and cleaning around braces or other dental work.
Man'a, Tooth.r'shes
t Oral,- we de'elop products that are used and trusted by dental professionals worldwide. 0rom infants to adults# Oral,- makes a
manual toothbrush to meet your familyEs needs.
;(&s Pro&'cts
ids change a lot during the de'elopmental years. Oral,- 9tagesUkidsE products are designed to meet their special oral care needs ate'ery stage.
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HLL* ADVERTISING STRATEG
UILDING CORPORATE IMAGE
Aorporate communications and public relations for building image cantruly be looked upon in the conte+t of global business and marketing as asub*ect about which many professionals hold firm 'iews# but knowsurprisingly little about. 9ome see it as a menace# as an e+pensi'e flagwa'ing e+ercise which their company can easily do without. Othersregard it as a myth# arguing that publicity by of 'irtue its ob'ious nature#
cannot hope to change percei'ed images in people3s minds. t the other e+treme are those who 'iew corporate communications (particularlyad'ertising as a magic formula and an instant panacea for e'ery corporateill. In reality it is none of these things. it is in fact# a management tool toinfluence the outside world,the target group. 9o# the real significance of
building corporate image lies in preparing and consol idat ing a soundglobal consumer base.
!'ery company wants to ha'e a fa'orable image in the global market. Incase of H also# image,building plays the most important part indetermining its marketing strategy. -uilding corporate image is
concerned with building confidence and credibility by helping your targetgroup understand you better. 0amiliarity in this case normally impro'esacceptability of who you are and what you are doing. Ignorance# on theother hand# can lead to mistrust# or e'en contempt in some situations.Aorporate image is built through more than one strategic means# and oftena combination of acti'ities. 0or instance,
1 . d'ert is ing Vcorpora te and e'en product
. ublic 8elat ionsVe+ternal and internal
. "edia 8elations Vespecially the ress
4. Austomer and 9upplier 8elations
5. Aommunity 8elations V good corporate ci ti
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performance# doing it the right way the fi rs t time. It 3s in this regard thatcreati'ity in 8 comes to ha'e a lion3s share in the entire process of
corporate image building.
Areati'ity in 8 means more than *ust pretty pictures and good copy. It is building image with acti'i ties # which generate al l, round impact and'isibility for the company. L?hat3 and LHow3 is the task here. Areati'ecorporate ad'ertising is one route.
?ith respect to positioning similarly# the image communication and image building ac ti'i ty must to able to find a right niche in the minds of thetarget group. &he L$uality of the message# and acti'ity# is 'ital for this.
Aompanies which benefit most from corporate image are those who take along,term 'iew and commitment towards communication and the image of their organi
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In India# the first shadow ad'ertisement was used in mo'ie -obbywhere motorcycle 8a*doot was ad'ertised. 8ecently# there was shadow
ad'ertisement of Aoca,Aola in Hindi blockbuster aho :a pyar hai. -utthe problem with shadow ad'ertisement is that positioning message of the product canE t be con'eyed to consumers. Hence# the concept of shadowad'ertisement can be e+tended further so that the theme of the ad'ertisingwould become endemic to entertaining show. &his would be no moree+clusi'e ad'ertising. 8ather# ad'ertising wil l be a part of theentertainment. -ut this has to be done in a delicate manner so that theinformation about the product is passed on to the 'iewers withoutdisturbing the entertaining element of the show. If this succeeds# thatwould be a great break,through for ad'ertisement. !'en this should not becalled ad'ertising anymore# as that has become an irritating word in the
mind of the audience. !'en though advertainment seems $uite close to it# but it would be more e'ol'ed. 9ince in ad'ertainment we try to ad'ert iseand entertainment comes with it. -ut in the recommended solution wewant to entertain the audience only and ad'ertisement is an integral partof the show. &he ma*or $uestion would be# whether the audience would beable to comprehend the hidden positioning message@ Here are fewe+amples on how to make the positioning message integral part of theshow. ?e ha'e programmes like Antashar( in which participants take
part in groups . &he groups can be named after some brands and the part icipants would be pro*ected as such that they would be personif icat ionof brands. 9uppose one group is named L'?# the participants are e+pected
to be beautiful women who stand for L'?. 9o this can be done for many programmes # which has format like this . 9uppose H produced a soapopera and the dialogue of the characters at some point would be focussedon the products of H. Of course the conte+t has to be right and should
be 'ery much along the script not that it would dest roy the element of entertainment. Hence the ma*or challenge would lie before scriptwriter and director. !'en a particular character of an opera becomes 'ery
popular as the opera becomes 'ery popular. Hence building suchcharacter# which would personify the brand and both the character as wellas the brand would grow in due course of time. Howe'er e'en if timeconstraint is remo'ed# course content constraint comes in. -ut the scope
of story telling is far greater. ttention grabbing will be replaced withattract attention and no
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ublic 8elations demand more time and effort than ad'ertising becausead'ertising is limited to special selling and buying tasks. 0or ad'ertisingthe basis *obs of conceptuali
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seated such popular misconceptions about 8 can be reflected by the factthe e'en now one comes across articles published in well,known papers
and *ournals airing such nai'e ideas about 8.
gain# 8 is sometimes confused with publicity. ublicity is certainlyone of the instruments of 8 but is would be as wrong to e$uate publicitywith 8 *ust as it would be to e$uate the stethoscope with the practice of modern medicine. &o continue the analogy# 8 seeks to diagnose the illsof an organi
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plans and operations. ublic relations with the go'ernment in some ways are $uitedifficult and demanding. It re$uires special planning and efforts for the
organi
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&he main target group of a company in financial 8 is its shareholders and potential in'estors. &hey ha'e to be gi'en information they are entitled to ha'e#
and they ha'e to be kept interested in the company. ublic relations mustestablish# maintain# and impro'e the company3s image and reputation so that it canobtain funds from the public and the financial institutions on the most fa'ourableterms when it desires so &he financial and business ress# today# is 'ery importantin achie'ing this ob*ecti'e#
&he importance of financial 8 and the need for it is seen from the number andgrowth of 8 agencies speciali
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EMPLOEE RELATIONS
In employee relations# communicators are 'ital at e'ery le'el. 0rom top to bottom#also from lower le'el to the top management le'el# and e'en the hori
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?e take pride in de'eloping strong ties to the communities in which we li'e andwork and are focused on helping children in need around the world li'e# learn andthri'e.
/; Ahemicals is committed to pro'iding your business with consistently high,$uality oleochemicals.
/; Aommercial roducts supplies a 'ariety of businesses with /; cleaning#laundry# and coffee# tea and snack products.
/; !6I pro'ides easy access to electronic data that is of 'alue to prospecti'e and
current /; retail customers# transportation carriers and financial institutions.
/; 0ood Ingredients help formulators create great tasting# better,for,you products by de'eloping functional ingredients that reduce fat and calorie profiles#lower cholesterol effects and impro'e heart health.
&he /; egislation / 8egulatory group deli'ers accurate and timely
information to representati'es of industry trade groups# legislators and go'ernmentagencies.
&he 8etail Austomers group assists the AompanyEs trade partners andrepresentati'es of retailers.
0or current and prospecti'e suppliers# /; pro'ides a 9upplier ortal ?eb sitethat offers easy access to a 'ariety of information.
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/; is acti'ely searching for the ne+t game,changing products# packaging#technologies# processes and commercial connections that can impro'e the li'es of the worldEs consumers.
/;Es &remor di'ision designs and implements customi
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D, *%/'+' " I*,e&&e,,+o*
Ye& 0+'e *e, '%e' of FMCG Co*+e' 1/!.e&,+'+*2:
G&#+3% Re&e'e*,,+o*:
I* 4556 ,#e '%e' of FMCG 0' R' 657889 C& *! +, 0' R' 6576; C&+* 455 0#e&e ' +, 0' R' 667585 C& +* 4558-59 &e'o* 1e+*2 +* 4558-
59 ,#e e
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Ye& 0+'e e
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G&#+3% Re&e'e*,,+o*
Ye& 0+'e To,% Re.e*$e of FMCG:
[C]
YEAR P&of+, +* R' (C&)
2001-02 1641
2002-03 1755
2003-04 1771
2004-05 2197
2005-06 2400
YEAR P&of+, +* R' (C&)
2001-02 1641
2002-03 1755
2003-04 1771
2004-05 2197
2005-06 2400
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A3,+.+,+e' #.e '#o0* !+&e3, +3, o* Ne, &of+, of FMCG=
G&#+3% Re&e'e*,,+o*:
Cont(n'es e?pen&(t're on a&0ert(se/ent has (ncrease& the re0en'e there.-
pro)(t+ As the =raph shos cont(n'es (ncrease (n re0en'e+
Re'e3,+.e '#&e of &e.e*$e of .&+o$' 'e2e*, of FMCG +*
4556
[C4]
YEAR To,% Re.e*$e +* R' (C&)
2001-02 10721
2002-03 10038
2003-04 10245
2004-05 10135
2005-06 11193
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P&o!$3,' Re.e*$e (@) +* 4556
Shop & Detergent 35Beverage 15
Foods 10
Others 15
!ports 25
G&#+3% Re&e'e*,,+o*:
I* 4556 ,#e #+2#e', '#&e +* ,o,% &e.e*$e 0' 1/ '#o *! !e,e&2e*,'e3,+o* of HLL fo%%o0e! 1/ e
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Re'e3,+.e '#&e of &e.e*$e of .&+o$' 'e2e*, of FMCG +*4554
P&o!$3,' Re.e*$e (@) +* 4554Shop & Detergent 37
Beverage 12
Foods 08
Others 16
!ports 27
G&#+3% Re&e'e*,,+o*:
In !""! the h(=hest share (n tota, re0en'e as a=a(n .- shop an&
&eter=ent sect(on o) FMCG )o,,oe& .- e?port an& .e0era=e+
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Re'e3,+.e '#&e of &e.e*$e of .&+o$' 'e2e*, of FMCG +*455
P&o!$3,' Re.e*$e (@) +* 455Shop & Detergent 37
Beverage 11
Foods 06
Others 18
!ports 28
G&#+3% Re&e'e*,,+o*:
In JJ the highest share in total re'enue was by shop and detergent section of H followed by e+port and be'erage. "inimum share was from food 9ection.8especti'e share of re'enue of 'arious segment of H in JJ4.
P&o!$3,' Re.e*$e (@) +* 455>
Shop & Detergent 37Beverage 10
Foods 03
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Others 18
!ports 32
G&#+3% Re&e'e*,,+o*:
In JJ4 the highest share in total re'enue was by shop and detergent section of H followed by e+port and be'erage. "inimum share was from food 9ection.
Respect(0e share o) re0en'e o) 0ar(o's se=/ent o) FMCG (n !""#
P&o!$3,' Re.e*$e (@) +* 455?
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Shop & Detergent32
Beverage10
Foods07
Others16
!ports34
G&#+3% Re&e'e*,,+o*:
In JJ5 the highest share in total re'enue was by !+port section of H followed by 8etailers / d'ertising manager.
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7I9IO: JJF
&he firm must recogni
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FINDINGS
3#22#4ing A&e t.e 3indings #' +! Std! #n t.is T#%i$%
roblem sol'ing and strategic planning e+perience ha'ing worked closely
with sales teams to generate insights to retain and grow customers. Alientside and agency e+perience across a range of ser'ice and 0"A;companies. 6egree educated with the AI" diploma in marketing.
Areation of Less gassy3 campaign , positi'e response rate of 55Q in
mainstream consumer tests.
&he aim of the study was to $uantify the a'erage impact that !uropean ad
campaigns ha'e on traditional branding metrics# and create benchmarks for categories such as 0"A; which has traditionally not embraced the Internetas a key ad'ertising medium.
&he largest rise will be in the automoti'e sector with those $uestioned
within estimating that online will represent G.FQ of total ad spend by JJF#
a 1Q increase. 0"A; ad'ertisers predict a 5Q increase in the share of online ad spend while entertainment brand ad'ertisers predict a GQincrease.
G1Q belie'e the internet is a 'ital component of their company3s
ad'ertising strategy.
GGQ say that rising broadband penetration is making online ad'ertising
more attracti'e.
&he online share of total ad spend will rise substantially o'er the ne+t two
years.
ercei'ed lack of research / measurement remains key barrier for
ad'ertisers.
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CONCLUSIONS
look at the contemporary profit of the global industrial segment of
household goods brings it into clear focus that the situation pre'ailing in ma*or
markets is 'ery much in fla'or of H. &he fact that should be acknowledged on
the basis of current trends betrayed by this segment tells us that H 'eritably
stand out as on indisputable market leader in this field and is sure to surge way
ahead of other players in future. &he competiti'e strength# strategic acumen and
ability to reach out for a considerably larger consumer base that the company has
been able to attain through the years since its inception also point to this factcategorically.
n e+tremely pertinent 'iews that emerges out of it amply suggests that it is
the dominance of H operating under the banner of %nilea'er in most of the
countries that contribute in a large measure to the creation of a market situation in
which consumers are nearly forced to purchase their Lchoice3 at prices that might
not be in congruence with their speculations and calculati'e consideration of
affordability P something that largely determines the phenomenon called
consumer beha'iors. It is absolutely doubtless to assume are incomparable in term
of their $ualitati'e e+cellence.
It is a bit surprising to obser'e that H is the market leader e'en though it3s
capable of manufacturing and marketing a 'ast range of products with an
international consumer base. "oreo'er# the tie,up of rima India with H
reflects that the latter is not unwilling to share its technological e+pertise and
infrastructural contri'ances with others. 9o# in spite of the near monopoly
situation caused by H3s presence in the global market# it points to a healthy
fle+ibility in the company3s fundamental approach.
nother 'ery striking aspect of H3s global marketing strategy and
operations# as it has been pointed out and dwelt upon in the present study# is its
enormous ability to capitali
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SUGGESTIONS
-ased on findings and conclusions the following suggestions ha'e beenrecommended.
DETERGENTS 9SURF E3CEL:
1. %9! 9AH!&9 "O8! 08!R%!:&D
9ince the rural income has been increasing and consumers are becoming
$uality consumers of middle and lower segments so that they at least try
the product.
TOOTH PASTE 9CLOSE$UP:
1+ 0OA%9 O: "!9> 6uring a recent sur'ey of O8;,"8; it was found that
young girls were more loyal to Alose,up than males and house wi'es target youths
but housewi'es and much earners in the family.
. ;;8!99I7! "8!&I:; I: :O8&H :6 !9&!8:8!;IO:9>,
&hese are the regions where Alose,up is way behind Aolgate. Hence toimpro'e its performance these markets should be attached aggressi'ely.
SHAMPOO 9CLINIC PLUS:
9HO%6 ;I7! &&!:&IO: &O HI;H I:AO"! ;8O%
AO:9%"!8
&his is one place where Alinic,lus is not being used e+tensi'ely. 9othese consumers should be attacked. Higher income group consumersha'e purchasing power hence it can boost H3s sales much higher.
&&!:&IO: &O :O8&H / ?!9& "8!&9
&he brand performance is nearly half of that in 9outh and !ast.Hence there is immense de'elopment potential is :orth and ?est.
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0OA%9 O: ;I89>,
-oys seem to be us ing Alinic lus more than the girls. It3s 'ery
surprising. It3s the girls who use 9hampoo more fre$uently than boys
hence there is de'elopment potential.
ICE$ CREAM
7!:6I:; Pwality ?alls can e+pand its reach to the consumers bysetting up counters at departmental stores (like :ilgiris)# shopping mallsetc. where the product is not a'ailable as of date. &he ob*ecti'e behindmaking the product a'ailable in these places would be to cash in on theimpulse purchase. &he ice cream counters should be installed at theentryBe+it points and suitably loaded with the appropriate point of
purchase material to induce purchase. &his could also offer con'enienceto the consumer which at present soft drinks are doing.
d'ertising in &heatres P&his can help induce an impulse purchase sinceice cream is usually associated with outings and mo'ies. &he theatre foodstalls ha'e ice cream counters and hence not only O material but also
on,screen commercials are necessary.
9ampling is ow POne of the reasons why the purchase of no'el brandslike Aornetto takes time to pick up# is the low rate of sampling. &herecommendation to generate new product trial is to create media hypealong with offering promotions to induce trail purchase of the new
product. 9ince# this is a fair ly new product# to induce tr ials L8each3 ismore important than L0re$uency3. &he promotions should be designed in away so as not to discount the premium image of the brand. &hus theycould be in the form of discount coupons offered along with another
premium brand of wality ?alls family of ice cream.
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LIMITATIONS
&hough H seems to be ruling the roost in 'arious segments of household goods
industry# findings suggest that its marketing strategies are not without loopholes.
et us ha'e a look at these loopholes or limitations in brief.
One 'ery striking limitations is the fact that e'en though these products with
all,per'asi'e marketing and distribution channels# flourishing increasingly in
different parts of the world there appears to be a 'isible lack of channels
pro'iding them substantial access to semi,urban and rural areas. In other
words# the products of H ha'e a weaker grassroots bases.
&he a'ailability of these products to common people does not only depend on
marketing network# but also on the ad'ertising strategies adopted by H. On
this count culinary products
6on3t seem to offer much to create any stir and betray manifest upward trends
in terms of widening consumer base.
&he pricing strategy adopted by H shows considerable fluctuation which has
led the consumer base to remain almost stagnant in many segments. %sually#
the prices of these products are too high to make these affordable to the
common masses and particularly those belonging to low income groups. &his
phenomenon seems to be most e'ident in culinary goods segment# which
constitutes the backbone of H3s industrial base.
gricultural pursuits ha'e not yet attained the status of industrial acti'ities to a
considerable degree. 9o# the supply mechanism adopted by H for the raw
materials tends more often to suffer from a kind of unpredictability syndrome
in terms of communication and planning. On certain occasions# the readily
a'ailable agricultural input is too low to cater to the needs of manufacturers
because Lculti'ation for industrial.
roduction3 or Lindustry,oriented farming3 is not popular concepts e'en today
in many countries of the world including India.
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&hough# the facilities of transportation and logistics for the supply of raw
material don3t lack substantiality as much in case of H as most other players
in the industry e'en H is not totally luinune to the problems posed by it. On
many occasions# transportation costs are too high# which affect the o'erall
pricing strategy adopted by H.
H manufactures a large range of products along with those we call culinary
products. &his di'ersification in products. -ut culinary products are usually
bracketed with other (ma*or) products in case of these companies. 9o# no
serious or special attention is paid to de'ising separate or e+clusi'e strategiesfor these products. It makes their brand name rather than considerations of their
$ualitati'e e+cellence.
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'est(onna(re
:ame> ZZZZZZZZZZZZZZZZZZZZZ
ge (years)> ZZZZZ
9e+> "aleB0emale
8espondent> d'ertising "anagerB 8etailers
1) 6o you like ad'ertisements@ DesB:o
) Aan you buy a product which is not much ad'ertised@ DesB:o
) How ad'ertising benefits you as a customer@
(8ank them)
Areate awareness
!ducate about new product / its uses. 9upports your purchase decision
Illustrates Aompany3s brand image
Aonforms product $uality
) 6o different media play role in changing customer3s perception regarding
the product@
7ery muchB to such e+tentB :ot at allB can3t say.
) In your opinion which is the best media to communicate ad'ertisement@ Outdoor (postersBbill boardsB'ehicle)
rint
&7
0ilm
8adio
6irect mail
?indow display in shops
9pecialty(dairiesBcalendars)
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4) 6o you think celebrity ad'ertisement is working or useful@
7ery muchB &o such e+tentB :ot at allB Aan3t say.
5) 6o you think ad'ertising is a social waste@ DesB:o
C) ?hat is the disad'antage of ad'ertising in your life@
(8ank them)
It multiplies your need
mount spend on ad'ertising increases your product
It create brand monopoly
"ost of them undermines ethical or esthetic 'alues
Aorrupts the mind of youngsters.
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ILIOGRAPH
OO;S
• Briggs,R. (1998). "The Big Payoff". Advertising Age, Spring 1998,
• Rae,N. & Brennan, M. (1997). "The relative effectiveness of sound
and animation in web banner advertisments". Massey University Marketing Bulletin, .
MAGA8INES
• /"
• -usiness -arons
• -usiness &oday
• -usiness ?orld.
INTERNET