Professional Documents
Culture Documents
Arjun Role of Advertisement
Arjun Role of Advertisement
Arjun Role of Advertisement
INTRODUCTION
ADVERTISING is any paid form of no personal presentation and promotion of ideas,
goods or services by an identified sponsor.
Organizations handle their advertising in different ways. In small companies advertising
is handled by someone in the sales or marketing department, who works with an
advertising agency. A large company will often set up its own advertising department,
whose manager reports to the vice president of marketing. The advertising departments
job is to propose a budget; develop advertising strategy; approve ads and campaigns and
handle direct mail advertising, dealer displays, and other forms of advertising. Most
companies use an outside agency to help create advertising campaign and to select and
purchase media.
Advertising and promotions is bringing a service to the attention of potential and current
customers. Advertising and promotions are best carried out by implementing an
advertising and promotions plan. The goals of the plan should depend very much on the
overall goals and strategies of the organization, and the results of the marketing analysis,
including the positioning statement.
The plan usually includes what target markets you want to reach, what features and
benefits you want to convey to them, how you will convey it to them (this is often called
your advertising campaign), who is responsible to carry the various activities in the plan
and how much money is budgeted for this effort. Successful advertising depends very
much on knowing the preferred methods and styles of communications of the target
markets that you want to reach with your ads. A media plan and calendar can be very
useful, which specifies what advertising methods are used and when. For each service,
carefully consider: What target markets are you trying to reach with your ads?
What would you like them to think and perceive about your products (this should be in
terms of benefits to them, not you)? What communications media do they see or prefer
the most? Consider TV, radio, newsletters, classifieds, displays/signs, posters, word of
mouth, press releases, direct mail, special events, brochures, neighborhood newsletters,
etc.
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What media is most practical for you to use in terms of access and affordability (the
amount spent on advertising is often based on the revenue expected from the product or
service, that is, the sales forecast)?
You can often find out a lot about your customers preferences just by conducting some
basic market research methods. The following closely related links might be useful in
preparation for your planning.
A word of warning:
'Advertising' is not easily defined, though many people have tried. Narrowly, it means
clearly identifiable, paid for communications in the media, which aim to persuade,
inform or sell. But the word is also used to cover a much broader range of activities from
design to public relations by what are often the same organizations, using similar skills.
exhibitions, design and packaging, and even marketing itself are seen as 'advertising'
too.
The aggregation of such tools, along with media advertising, price and distribution, are
often called the marketing mix.
Because all these activities require more or less the same skills (often using the same
people), and serve similar objectives, this booklet aims to provide some information
about all of them.
However the word 'advertising' from here on means display advertising unless otherwise
stated.
Advertising audiences:
Finally, we also categories advertising in terms of those to whom it is directed its
audience. Two most obviously contrasted audiences are consumers (the general public)
and businesses.
Within these two big audience categories, advertisers use much more exact definitions of
their desired audience (or 'target group'). These describe a consumer target in terms of,
for instance, age, class, sex, region, behavior, and lifestyle. A business target can be
defined by his or her company size, its type of activity, and the buyers' or decision
takers' own particulars.
profitable sales of someone's goods or services. But to say such ads simply aim to 'sell
the product' is an oversimplification. They may be to slow down a brand's gradual
decline, or simply to get the public to reappraise its opinion of a particular company or
organization, or just to provide information.
Moreover noncommercial advertisers government departments, charities, political
parties and trade unions will have entirely different objectives from, say, a cat food or
computer manufacturer. Advertising objectives do not lend themselves to generalization.
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The best general way to look at advertising systematically is as a useful but expensive
means (and not the only one available) to achieve various ends. Incidentally, unless you
know the actual objectives and results of a particular advertisement you've seen, it's
unwise to judge it as 'good' or 'bad'. The only criterion is whether the value of its effect
was worth, or more than worth, its cost.
Briefly, once an advertiser (the client) identifies needs for which advertising is the best
solution, he briefs independent specialists (typically an advertising agency) to plan the
details and create the advertising.
When approved, this is displayed in the agreed medium (for instance television) at an
agreed cost. Research specialists commonly test the advertising beforehand and/or try to
measure its effects afterwards.
An advertising program of this kind is generally called a campaign, and usually includes
a series of advertisements, in a number of broadcast channels or printed media. The
campaign is usually based on statistical calculations of what percentage of the target
group will see it (penetration) how many times on average (frequency). Other variables
are how skillfully the media have been bought, the size of the commission or fees paid to
the advertising agency, and the cost of producing the ads themselves. At first reading this
will sound rather imprecise and complicated. But with experience, it is possible to say
fairly accurately what a particular campaign is likely to cost or, conversely.
If the objectives aren't commercial but, for instance, to communicate information, the
questions are
o Whether the effects of advertising are worth the cost, and
o Whether advertising is the most inexpensive way of creating these effects.
It is difficult to measure or demonstrate exact cost benefits from advertising
and
certainly to forecast these in advance. Apart from sales statistics, the most common tools
are various specialized forms of market research, and econometric modelling.
The reason advertising so irritatingly eludes logical or scientific analysis is that three
variables are involved in its effects two of them not easily measurable. These are the
weight of advertising, the effectiveness of the creative idea and execution, and the latent
potential of the situation to be changed by advertising or anything else anyway.
Like it or hate it, advertising is generally recognized to have several practical benefits
for society at large.
More media:
One of these is that it largely finances the media. Without advertising revenue, the UK
would have no commercial TV or radio, far fewer and much more expensive newspapers
and magazines, and of course no posters. Cinema tickets would be more expensive.
In this regard, advertising's effect is vastly to enrich the variety and numbers of media
available, and it is an authentic engine of freedom of speech. It also claims this freedom
itself, within the law. (In the UK the principle of 'editorial independence' means that
advertisers pay for the media, but cannot much influence the media's editorial content,
whether excellent or deplorable. Broadcasters and editors say what they want to say: the
advertisers are simply allowed to buy a proportion of discrete spaces to say what they
want to say.)
Choice:
Advertising, because it is 'competitive', is an agent to improve the range of products
available, the speed with which new ones can be introduced, and even the ways in which
we shop.
Prices:
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Finally, despite its cost (quite 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.
Advertising is often criticized, the three most common criticisms being:
o That it is wasteful and increases prices (i.e. without its expense, the goods
advertised would otherwise be cheaper);
o That it is vulgar and tasteless; and
o That it exploits consumers and creates unnecessary needs.
Its defenders point out that advertising seems to reduce rather than inflate prices,
especially in competitive markets; taste is an individual matter, and advertisements are
often more attractive, tasteful and entertaining than the programmes or printed text that
adjoin them; and ads reflect public needs rather than creating them. Moreover consumers
are not mugs.
For its part, the general public tend increasingly to like and approve of advertising,
seeing it as at worst harmless and, at best, entertaining and helpful.
You will have to make up your own mind about this question, and if you strongly share
the criticisms, it may be as well not to work in a business of which you disapprove.
However as a final thought, most people who work in advertising come to acquire a
healthy respect for the public's good judgment.
Advertising standards (for instance, to prevent misleading campaigns) are generally
policed in the UK by vigorously enforced voluntary codes of practice. These are
underpinned where necessary by laws and statute.
Despite its glitzy reputation, by no means all advertising work is glamorous or highly
paid. On the other hand, it offers an extraordinary wide range of interesting different
jobs and career paths.
And it's one of the recognized jumping off points for posts in top management later on.
It's also quite a small business in terms of numbers. Because of the small numbers it
employs, only a few of the many people who want to work in advertising succeed in
finding jobs in it. Also, the 'wastage rate' afterwards is rather high in some areas.
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For gifted and determined people, on the other hand, it can be a particularly satisfying
career which also offers constant opportunities for advancement, or a change of
direction.
Just about all advertising jobs demand an interest in people. This is more or less the only
Common denominator. If you don't like people very much, advertising won't be your cup
of tea.
The other qualifications depend on the specific job, which can call for very different
interests, aptitudes and temperaments.
This section outlines the main kinds of work in which advertising is involved in one way
or another. They may be considered both horizontally, in terms of the wide spread of
different skills and aptitudes which are required, and vertically, in terms of upward
career paths.
An important point to notice is that in many jobs, advertising work is only part of other
Responsibilities. Sometimes it's only a small part, albeit an interesting and rewarding
one.
This is worth bearing in mind in career planning: there are many options for moving
sideways as well as upwards e.g. between an ad agency and a client, or perhaps in, out
of, or between the media. This is partly because similar skills and knowledge are in
demand in all three sectors, partly because handsome experience in one field is often
thought valuable by an employer in another one.
Here are the main categories of work available:
o Creative
o Planning
o Statistics, Research and Analysis
o 'Buying and Selling'
o Sales Promotion
o Management
FMCG is one of the most mature markets and, as younger, more dynamic sectors such as
leisure, entertainment and travel come to the fore, it has begun to lose share of private
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OBJECTIVES OF STUDY
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A study of media strategy and fact as they related to an advertising campaign explore
media analysis selection and advertising campaign.
LITERATURE REVIEW
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Advertising is a non-personal paid form where ideas, concepts, products or services, and
information, are promoted through media (visual, verbal, and text) by an identified
sponsor to persuade or influence behavior
(Ayanwale et al., 2005 and Bovee, et al. 1995).
The advertisements have a negative impact on women than men, as women appear more
emotional and unconfident in contrast to men. The point of concern to be noticed about
women's appearance in commercials is that the advertisements focus mainly on beauty
and body features of the model, and less on the product and they give emphasis to the
physical attractiveness of woman (Ivy & Backlund, 2004).
Rekha & Kamran (2012) analyzed the impact of advertisements on youth. For this
purpose they studied the effect of ads on youth in promoting physical dissatisfaction. To
answer the research questions they gathered data from India in the area of Chennai, on
915 respondents. These surveys hold unique information; it was found that around 67%
of the respondents have stated that they are pressurized by advertisements. Further it was
found that the respondents are overestimating their present body size and idealize a
thinner image. The empirical results distinctly explain the relationship between the
advertisement pressure and its impact on body dissatisfaction and body image perception
to the detriment of women. Thus the culture of thinness in advertisements may lead to
body dissatisfaction of women and which may further manifest to eating disorders which
is a concerning issue for India.
Advertisements use different techniques it creates dissatisfaction among people then
give solution to overcome with this problem, actually this is a technique for selling
goods just like beauty products create dissatisfaction among people about their beauty
even if they have beauty, but they feel dissatisfy about their beauty from idealized
images of beauty. Beautiful and shiny skin, straight hair and thin body are portrayed by
advertisements (Mbure, 2009).
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It has been proposed for years that women have a normative discontent with their body
shape and, especially, weight, by similar to the social ideal; women raise their
self-esteem as well as their perceived value. Men, on the other hand, have
long been thought to be free from pressures to shape their bodies in a certain
manner because they had other avenues upon which to base their self-opinion.
However, recently, the pressures on men to obtain and maintain a certain body
type have been increasing. The value of having a muscular body has
increased, there are many reason of this but the main reason is the role of
advertisements, it has set criteria even for male, however, the pressure toward
developing a muscular frame rather than a thin frame. So advertisements
produce dissatisfaction both men and women (Baird & Frederick, 2006).
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ADVERTISING PROCESS
The Frozen Products Division of HLL follows the advertising procedures laid down by
the company. The advertising agency also adheres to the company norms. A
clear sequence of activities is followed. This has been outlined below:
2. Concept Testing:
Once the new concept has been thought of, it goes into qualitative research.
This qualitative research primarily focuses on testing the acceptance of the
concept by the target segment as well as the evolving of an appropriate
positioning plank. The positioning could be attribute, cost or benefit based.
Based on consumer feedback, an appropriate positioning platform is
determined.
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3. Agency Brief:
Once the concept testing is successfully complete, the Brand Manager prepares
a brand positioning statement. This is a description of the brand and includes
the product description, likely brand name, category, name, variants (if any)
and key brand benefits (sensory, functional and emotional). An agency brief is
then prepared for the Agency, which includes the BPS as well as answers to the
following questions:
Why do we want new advertising?
Whom are we talking to?
What is the benefit to be perceived by the consumer?
4. Animating Testing:
The storyboard is developed by the agency. After this has been approved by the
client, the anima tics go into testing. These are advertisements made from frame-byframe shots of the storyboard with appropriate music/dialogue/voice over. This is more
economical when compared to shooting the actual advertisement. The anima tics are
shown to the sample audience for feedback and frame-by-frame analysis. The name,
product design, ambience, music and overall purchase intention after viewing the
advertisement are measured. Brand personification may be included. If the results are
positive, the advertising concept is frozen.
5. Media Brief :
This is given to the media planner and is similar to the agency brief. However, it
includes media vehicles desired required awareness, frequency (number of exposures)
and reach (% target segment who should view it).
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Still other companies haven't even thought about their objectives. They just like to see
their name all over the place. They don't need to spend any money measuring
effectiveness. They're advertising to the board room anyway, not the consuming public.
Net, like so many other things, it depends. There's no one-answer fits all.
Magazines and newspapers are an important part of our lives. For many consumers,
newspapers are their primary source of product information. They would not think of
going shopping without checking to see who is having a sale or clipping coupons from
the weekly food section or Sunday inserts. Many people read a number of different
magazines each week or month to become better informed or simply entertained.
Individuals employed in various occupations rely on business magazines to keep them
current about trends and developments in their industries as well as in business in
general.
While most of us are very involved with the print media, it is important to keep in mind
that few newspapers or magazines could survive without the support of advertising
revenue. Consumer magazines generate an average of 47 percent of their revenues from
advertising; business publications receive nearly 73 percent. Newspapers generate 70
percent of their total revenue from advertising. In many cities, the number of daily
newspapers has declined because they could not attract enough advertising revenue to
support their operations. The print media must be able to attract large numbers of readers
or a very specialized audience to be of interest to advertisers. The role of magazines and
newspapers in the advertiser's media plan differs from that of the broadcast media
because they allow the presentation of detailed information that can be processed at the
reader's own pace. The print media are not intrusive like radio and TV, and
they generally require some effort on the part of the reader for the advertising message
to have an impact. For this reason, newspapers and magazines are often referred to as
high-involvement medias Over 80 percent of U.S. households subscribe to or purchase
magazines, while the average household buys six different magazines each year.
different, as are the types of advertising each attracts. This chapter focuses on these two
major forms of print media. It examines the specific advantages and limitations of each,
along with factors that are important in determining when and how to use newspapers
and magazines in the media plan.
Magazines are the most specialized of all advertising media. While some magazinessuch as Reader's Digest, Time, and TV Guide-are general mass-appeal publications,
most are targeted to a very specific audience. There is a magazine designed to appeal to
nearly every type of consumer in terms of demographics, lifestyle, activities, interests, or
fascination. Numerous magazines are targeted toward specific businesses and industries
as well as toward individuals engaged in various professions (Exhibit 12-1).
Over the past several decades, magazines have grown rapidly to serve
the wide variety makes magazines an appealing medium to a vast number of advertisers.
Although TV accounts for the largest dollar amount of advertising expenditures among
national advertisers, more companies advertise in magazines than in any other medium.
Users of magazines range from large consumer products companies such as Procter &
Gamble and General Motors, which spend over $400 million a year on magazine
advertising, to a small company advertising scuba equipment in Skin Diver magazine.
Magazines and newspapers have been advertising media for more than two centuries; for
many years, they were the only major media available to advertisers. With the growth of
the broadcast media, particularly television, reading habits declined. More consumers
turned to TV viewing not only as their primary source of entertainment but also for news
and information. But despite the competition from the broadcast media, newspapers and
magazines have remained important media vehicles to both consumers and advertisers.
Thousands of magazines are published in the United States and throughout the world.
They appeal to nearly every specific consumer interest and lifestyle, as well as to
thousands of businesses and occupations. By becoming a highly specialized medium that
reaches specific target audiences, the magazine industry has prospered. Newspapers are
still the primary advertising medium in terms of both ad revenue and number of
advertisers. Newspapers are particularly important as a local advertising medium for
hundreds of thousands of retail businesses and are often used by large national
advertisers as well.
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Companies advertise to get new customers, keep existing ones, and to confirm to recent
customers they did the right thing.
They advertise to tell shareholders they are doing something active to keep the company
growing.
Competitive advantage:
Advertising during a sluggish economy clearly creates a competitive advantage,
according to the study, with a majority of executives agreeing that seeing a company
advertise during slower times makes them feel more positive about the companys
commitment to its products and services. But perhaps most important is staying at the
top of buyers minds when purchase decisions are made.
For advertisers interested in maximum profit from their investment in b-to-b media,
these research results indicate that advertising frequently and capitalizing on
the synergistic effect of print, Web sites and trade shows is a sure path to
increasing awareness, interest and purchase, said the study authors.
Add to that the fact that there have been dramatic increases in the time executives spend
visiting b-to-b Web sites over the past three years and online advertising is a
winning strategy. Moreover, the study findings are consistent across industry
sectors, making results relevant regardless of business category.
Long-term investing:
Advertising in a down economy is even more important than advertising during
the good times, says Joyce Gioia, president of the Herman Group, a firm of strategic
business futurists in Greensboro, N.C. Thats when you can build market share. Thats
when you have less competition for share of mind. While others are in a cocoon,
hibernating until things blow over, its a great time to invest in your business.
Gioia says sign industry suppliers need to establish themselves as the brand of choice
and halting advertising during tough times is counteractive to that goal.
The 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. That
fundamental truth does not change, regardless of the economy.
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It can be said beyond any doubt that HLL is an undisputed leader in FMCG products in
urban as well as rural area. HLL caters to 850 million people in India which
becomes 85% approx. of the total population. Hence the study of HLL can
give 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 barriers.
Global operations:
The P&G community consists of over 135,000 employees working in over 80 countries
worldwide. What began as a small, family-operated soap and Candle Company now
provides products and services of superior quality and value to consumers in 140
countries.
Employee spotlight:
Spotlight
On:
Our
New
Orleans,
Louisiana,
Folgers
Employees
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Products OF HLL:
Bru:
Bru, launched in 1969, created history in the first year of launch by growing to a record
market share of 21%. Ever since, it has grown from strength to strength.
Bru has been instrumental in virtually creating the entire Instant Coffee category as it
exists today. It has been at the forefront of most innovations in the Instant Coffee
category - whether in coffee-chicory blends, refill packaging, vending operations, or
more recently the Low-unit-price packs.
The Bru franchise also includes the Bru Roast & Ground, India's most popular Roast &
Ground Coffee brand, and Bru Malabar Roast & Ground which is available in select
geographies.
Clinic Plus:
Clinic plus Health shampoo was launched in India in the year 1987. It is India's largest
selling shampoo, offering the five most important hair health benefits: strengthens weak
hair, prevents hair breakage, softens rough dry hair, shine for thick and healthy hair, and
contains anti-dandruff ingredient.
The franchise also includes Clinic All Clear Total, first introduced in 1996. It is a dual
shampoo it not only fights the last dandruff flake, but also adds back lost nutrients to
make hair healthy and beautiful. Clinic All Clear Total is a dandruff solution for
everyday use.
Close-up:
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Close-up is the original youth brand of India. The first brand targeting youth in the oral
care market, with an edgy and youthful image which stays relevant till date. Ever since
its launch in 1975, Closeup has broken every rule in the book on how toothpastes should
behave!
Closeup was the first gel toothpaste to be launched in India and has led the gel
toothpaste segment ever since. In 2004, Closeup was re-launched with a bang. And this
time it was packed with the power of Vitamin Fluoride System a powerful mix of
Vitamins, Fluoride, Mouthwash and Micro whiteners, the perfect combination of
ingredients for fresher breath and stronger, whiter teeth.
Closeup became the first Gel toothpaste with Fluoride in the Indian Market. The brand
umbrella also includes Closeup Lemon Mint, gel toothpaste with the whitening benefits
of lemon.
The latest entry in the Closeup stable is Closeup Milk Calcium revolutionary new
toothpaste with the goodness of milk calcium in an industry-first core-in-sheath format,
with white milk calcium nutrient on the inside and a refreshing blue gel on the outside.
components of the formulation are scientifically chosen and used at optimum levels to
provide wide spectrum protection against UV rays of the sun. Specifically, this patented
formulation offers a high UVA protection, which is more relevant to Asian skin than
plain SPF protection creams sold in the West. All the active ingredients in the Fair &
Lovely formulation function synergistically to lighten skin color through a process that
is natural, reversible and totally safe.
The brand today offers a substantive range of products, including Ayurvedic Fair &
Lovely Fairness cream, Fair & Lovely Anti-Marks cream, Fair & Lovely Oil control
Fairness Gel, Fair & Lovely for Deep Skin and Fair & Lovely Fairness Soap. The latest
has been the Perfect Radiance, a complete range of 12 premium skincare solutions from
Fair & Lovely.
Kwality Wall:
Kwality Wall's, launched in 1995, is the company's master brand for ice cream.
Kwality Wall's has combined state-of-the art technical know-how of Unilever - the
global leader in ice cream - with a deep insight of the Indian market, to deliver a
range of superior quality products under its international brands.
Key launches include Cornetto, Feast, Viennetta, and a range of Sundaes, and also
exciting eats for children specifically, like Lime Punch or Sunshine Zing Cone.
Kwality Wall's ensures that while each of its offerings is unique in taste and flavor,
they are also accessible to more consumers through breakthrough cost reengineering
and value delivery.
Lifebuoy:
Making a billion Indians feel safe and secure by meeting their health and hygiene
needs is the mission of Lifebuoy.
The world's largest selling soap offers a compelling health benefit to the entire
family. Launched in 1895, Lifebuoy, for over a 100 years, has been synonymous
with health and value. The brick red soap, with its perfume and popular Lifebuoy
jingle, has carried the Lifebuoy message of health across the length and breadth of
the country.
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The 2002 and 2004 relaunches have been turning points in its history. The new mix
includes a new formulation and a repositioning to make it more relevant to both
new and existing consumers.
Lifebuoy is now a milled toilet soap with a new health fragrance and a
contemporary shape. The new milled formulation offers a significantly superior
bathing experience and skin feel. This new mix has registered conclusive and clear
preference among existing and new users.
The new Lifebuoy is targeted at today's discerning housewife with a more inclusive
"family health protection for my family and me" positioning. Lifebuoy has made a
deliberate shift from the male, victorious concept of health to a warmer, more
versatile, more responsible benefit of health for the entire family.
At the upper end of the market, Lifebuoy offers specific health benefits through
Lifebuoy Gold and Plus. Lifebuoy Gold (also called Care) helps protect against
germs which cause skin blemishes, while Lifebuoy Plus offers protection against
germs which cause body powder.
Surf Excel:
A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded
itself over the years, to answer the constantly changing washing needs of the Indian
homemaker. Today Surf Excel offers outstanding stain removal ability on a wide range of
stains. This means that mothers now have the freedom to let their kids experience life
without worrying about stains.
Surf Excel quick wash is powered with a path-breaking technology- it reduces water
consumption and time taken for rinsing by 50%. It is a significant benefit, given the
acute water scarcity in most of India.
Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf
Excel Automatic. So whatever be the need, Surf Excel Hai na.
Sunsilk:
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Launched in 1964, Sunsilk is the largest beauty shampoo brand in the country.
Positioned as the 'Hair Expert', Sunsilk has identified different hair needs and offers the
consumer a shampoo that gives her the desired results.
The benefits are more compelling and relevant since the variants are harmonized in
terms of the product mix - fragrance, color and ingredients are all well linked to cue the
overall synergy. The range comes in premium packaging and design. The accent is on "It
knows you, and hence knows exactly what your hair needs".
Clinically designed to help prevent seborrheic dermatitis, severe dandruff and other
dandruff related problems
Features a clean, refreshing fragrance
Leaves hair shiny and manageable
Tide Liquid:
3X the stain removal power for about 25 cents a load*. Tide Liquid combines all the
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great stain fighting qualities you've come to expect in Tide Powder with the pretreating
ease of a liquid detergent.
Available in Tide Clean Breeze Liquid, Tide Mountain Spring Liquid, Tide Tropical
Clean Liquid, Tide Original Scent and Tide Liquid Free
Tide Powder:
Tide Powder detergents get to the bottom of dirt and stains to help keep your whites
white and your colors bright.
For great stain removal in any temperature, Quick Dissolving Tide is formulated to
immediately start dissolving even in cold water.
Available in Tide Clean Breeze Powder, Tide Mountain Spring Powder, Tide Tropical
Clean Powder, Tide Original Scent and Tide Powder Free.
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For more than 50 years, Oral-B has produced the highest-quality dental Hygiene
products for you, your family and dental professionals worldwide. Trust the brand more
dentists use themselves worldwide.
Power Toothbrushes:
Oral-B power toothbrushes offer exceptional features and performance benefits. In fact,
an independent landmark study has concluded that only the oscillating-rotating power
toothbrush technology, pioneered by Oral-B, offers superior cleaning compared to manual
toothbrushes.
Manual Toothbrushes:
At Oral-B we develop products that are used and trusted by dental professionals
worldwide. From infants to adults, Oral-B makes a manual toothbrush to meet your
family's needs.
Kids' Products:
Kids change a lot during the developmental years. Oral-B Stages kids' products are
designed to meet their special oral care needs at every stage.
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As India transits from a shod age-driven economy to a one propelled by competition the
reputation and image of a company like HLL will make difference between whether it
rules the market or merely rues it. Corporate image is what enables HLL to hold its own
against rivals like IPCL and Haldia
Good corporate image can be built if you treat it like one of the Ps of marketing the
fifth P stands for Performance professional corporate performance, doing it the right
way the first time. Its in this regard that creativity in PR comes to have a lions share in
the entire process of corporate image building.
Creativity in PR means more than just pretty pictures and good copy. It is building
image with activities, which generate all-round impact and visibility for the company.
What and How is the task here. Creative corporate advertising is one route.
With respect to positioning similarly, the image communication and image building
activity must to able to find a right niche in the minds of the target group. The quality of
the message, and activity, is vital for this.
Companies which benefit most from corporate image are those who take a long-term
view and commitment towards communication and the image of their organization
through it. HLL can be presented as a striking instance of it.
strategies come into distinct focus. If the mission and the objectives of the organization
have to succeed, the corporate body must communicate short-term goals, long-range
objectives and even the total mission of the organization. Inadequate communications
result in an ambiguous corporate image within as well as outside and lead to breakdown
in the co-ordination of all contributing elements in an organization.
course the context has to be right and should be very much along the script not that it
would destroy the element of entertainment. Hence the major challenge would lie before
scriptwriter and director. Even a particular character of an opera becomes very popular
as the opera becomes very popular. Hence building such character, which would
personify the brand and both the character as well as the brand would grow in due course
of time. However even if time constraint is removed, course content constraint comes in.
But the scope of story telling is far greater. Attention grabbing will be replaced with
attract attention and no zipping/zapping problem. Audience will be more receptive and
comprehension of course would be dependent upon how it is executed. Practicability of
the idea would be tested when it will be implemented. Hence unless it is tried and tested
it can be concluded that whether it will click or not. Let's take the example of CocaCola, the scriptwriter would be creating situation in each episode of a family soap where
there would be opportunity to celebrate and drink coke! To give another example, a
multi utility vehicle with safe driving positioning plank could have exploited the plot of
the recent movie "Road".
If this concept clicks, there would be nothing like it for advertisers. If it happens, in
future big advertisers like HLL would be diversifying to entertainment business! Of
course the ad budget of HLL is far bigger than the total budget of many entertainment
houses.
Irrespective of whatever positive points or negative points it has, this concept can be
tried for programmes aired in pay channels simply because there is no other alternative
to advertise during the programme. Besides it is expected to solve the other problems
those are discussed above. Advertisement would be no more the troublemaker and
irritating. Hence catching attention would be much easier. Only testing of this idea could
help us to conclude whether to roll out from the concept from programmes of pay
channels to programmes of free channels.
PUBLIC RELATION:
Public relations practice is the deliberate planned and sustained effort to
establish and maintain mutual understanding between the organization and its
publics.
By: - Institute of Public Relation (British) 1948.
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To understand the definition better it in important to know as to who does the word
publics refer to.
Public are o Shareholder
o Customers
o Employees
o Trade Unions
PUBLIC RELATIONS
Here we try to identity the distinguishing factors between Advertising and public
relations:
Advertising is a commercial persuasive activity aimed at promoting a particular idea or
a viewpoint product, or service, institution and so on through the mass media.
As refined by the British Institution & Practitioners of Advertising:ADVERTISING presents the most persuasive possible selling message to the light
prospects for the product or service at the lowest possible cost on the other hand .
Public Relations demand more time and effort than advertising because advertising is
limited to special selling and buying tasks.
Admittedly, even before the emergence of industry, business and government, a public
relation was in practice in peoples daily life. In effect, a public relations is the result of
the action inherent in an individual, an institution or an organization.
Public relations are never a private monopoly of PR practitioners. In fact, members of
an organization, and especially those in leadership, management and supervisory
positions have a PR role to play and often even singularly. People adept in the art of
public relations stand better chances of success and survival since they can always find
areas of mutual interest.
Analogies may be useful in giving a general idea but can never be as precise as a
definition. PR which is now a well-established discipline therefore needs to be defined
so that we may be clear about what we are discussing when we talk about PR. It is the
attempt by information, persuasion and adjustment to engineer public support for an
activity, cause movement or institution. Public relations as and applied social and
behavioral science is that function which - measures, evaluates and interprets the
attitudes objectives for increasing public understanding and acceptance of the
organizations products, plans, policies and personnel; equates these objectives with the
interests, needs and goals of the various relevant publics; and develops, executes and
evaluates a programmed to earn public understanding and acceptance.
GOVERNMENT RELATIONS:
Government relations have two facets to it. First the PR for the government (as
an organization) and second, PR with the governments as the target group. Both are
important and much needed by corporations.
Public relations for the government involves mobilizing public support for governments
activity, for instance, family planning, control, environmental protection, beautification
of cites, etc. the company generally sponsors some of these activities by providing
monetary help or other resources. The basic objective of the company is to build
relations with the governments, and also help for the good of the community of society.
Public relations with the government involves keeping the governmentpoliticians and
bureaucratson your side. It envisages maintaining good links with the government
which will be of benefit to the company in its overall business plans and operations.
Public relations with the government in some ways are quite difficult and demanding. It
requires special planning and efforts for the organization to be successful.
Government leaders must be kept informed from your side about the organizations
activities and policiesespecially those which are contributing to the welfare and
development of the state or the nation. Such relations will be mutually beneficial in the
short-term and the long-term. Corporations should, however avoid getting involved with
politics and political issues.
MEDIA RELATIONS:
Media relations Is a vital tool in PR. A large amount of communications and PR
are conducted through the mediaespecially the Press. When a company gets media
coverage, it is not always flattering. Business is always vulnerable to attacks by the
media. Media can often aggravate problemsespecially crises. As in the case of Union
Carbide and HLL a few years ago.
Hence, media, particularly the Press has to be handled very carefully. The media must
be kept on your side. All efforts must be made to ensure this strategically. It takes years
to build a good image, but to destroy it you need just a few bad reports in the media.
It is important to build a working rapport with the media.
unnecessary reactions and distortions. If you do go to the media then always go with a
strategybe selective in the choice of media, use only influential media (especially
publications in the Press), do not spread your communication too thin, go for quality
rather than quantity. Selective and in-depth coverage is what you must aim at, as it is
more effective and produces the desired results. Let your communication be complete
honest, and backed with hard facts. The organization must be able to live up to its
claims and promises in media, otherwise you can be in for further problems. The efforts
made by HLL in this respect have been orchestrated well to build image as well as to
counter negative publicity.
FINANCIAL RELATIONS:
With the growth of the Indian economy and the business sector, management of
financial promotions and PR have taken on a new dimension. HLL is making special
efforts to ensure the goodwill of their shareholders, investors, financial institutions, and
the rest of the financial community.
The main target group of a company in financial PR is its shareholders and potential
investors. They have to be given information they are entitled to have, and they have to
be kept interested in the company.
improve the companys image and reputation so that it can obtain funds from the public
and the financial institutions on the most favorable terms when it desires so The
financial and business Press, today, is very important in achieving this objective,
The importance of financial PR and the need for it is seen from the number and growth
of PR agencies specializing in financial promotion, advertising and PR management in
India. These include well-known names like Pressman, Clea, and Sobhagya, now a host
of others. They provide their clients a wide range of services and expertise in PR and
advertising.
CUSTOMER RELATIONS:
In the past PR and marketing were considered separate and unconnected
activities of business in a company. Today, PR has a role to play in marketing not only
to build image, but to also help solve problems concerning a companys products
or services among consumers or other special groups, and generally protecting the
companys reputation at the marketplace. Public relations with customers, and with
suppliers, in industrial products/services marketing at the institutional level are gaining
more and more importance today.
COMMUNITY RELATIONS:
Today, the relationship between corporations and the community is a vital issue
in management of business organizations. It is acknowledged that business is no longer
done for the sake of profits alone. Because a company functions within a community, its
responsibility extends to giving back to the community something for what it makes
from it. This has been the philosophy of the Tatas in India for years; today it is accepted
and is being followed by a number of other companies.
considered important and crucial by the government, consumerists and opinion leaders.
Company relations at an organization can vary from local
Community welfare activities, to large scale sustainable development programmers for
the betterment of lives of people. Companies have to consider the community as one of
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its prime target groups. The objective of PR is to help build image of the company: as a
good corporate Citizen, a good company to do business with, and a good company to
work for.
EMPLOYEE RELATIONS:
In employee relations, communicators are vital at every level. From top to
bottom, also from lower level to the top management level, and even the horizontal
communications among colleagues at the same level and between functions. The basic
function of communications and PR in the organization is not just better functioning, but
a fostering of goodwill, trust, and togetherness among employees.
INDUSTRIAL RELATIONS:
This is another important area of work for PR executives. Its importance is
growing, with staff and workers getting to be united, more enlightened and demanding.
Whether they are unionized or not does not make a difference in the PR work; in either
case, good relations have to be maintained. In the case of unions, it Is important to
realize that unions have their own goals. This makes it more difficult to deal with them
in many respects.
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P&G chemicals:
P&G Chemicals is committed to providing your business with consistently highquality oleo chemicals.
Retail customer:
The Retail Customers group assists the Company's trade partners and
representatives of retailers.
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Suppliers:
For current and prospective suppliers, P&G provides a Supplier Portal Web site
that offers easy access to a variety of information.
P&G tremor:
P&G's Tremor division designs and implements customized word-of-mouth
marketing programs for both internal brands and external clients. Tremor programs
leverage national panels of 250,000 teens and 450,000 moms to deliver outstanding
business.
P&G pharmaceuticals:
P&G Pharmaceuticals sources all of its new drug development and
commercialization initiatives via a network of academic, biotech and pharmaceutical
company collaborations.
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RESEARCH METHODOLOGY
Research methodology is simple framework or plan for the study that is as guide in
collection and analyzing the data. It is the blue print that is followed in completes the
study. Thus, good research methodology ensures the completion of project efficiency
and affectivity. Since there are many aspect of research methodology, the line of action
has to be chosen from the variety of alternatives, to choose the suitable method through
the assessment from various alternatives.
Research methodology gives the researcher an opportunity to put forward his argument
for having opted for certain alternatives and also at the same time he can justify his
ruling out some other possibility likes. Why research study has been undertaken, how
the research problem has been formulated what data has been collected, what particular
technique if analyzing the data has been used and lot of similar type question are usually
answered when we talk of research problem in study.
Keeping in view the above stated objectives the following methodology was adopted:
Develop the research plan: To makes the plan for overall research as how, when, where and from whom
researcher will collect the data.
Collect the information: The information can be collected by primary data or secondary data, or by the
combination of both methods.
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SECONDARY DATA
o Magazines
o Internet
o Business Journal
Analyze the information: After collecting the data the next step is to analyze the information.
Present the findings: To make a summary on the basis of analyzing the collect data and find out the
situation.
Make the decision: The last step is to take a decision on the basis of finding that what action should
be regarding the findings.
43
Sales in Cr
2002-03
10667
2003-04
9954
2004-05
10139
2005-06
8828
2006-07
11060
44
YEAR
Expenditure in Rs (Cr)
2001-02
824
2002-03
842
2003-04
760
2004-05
836
2005-06
1008
In 2001 the sales of FMCG was Rs 10,667 Cr and it was Rs 10,139 Cr in 2003 where as
it was Rs 11,060 Cr in 2006-07 reason being in 2006-07 the expenditure on
advertisement and promotion activities was more than Rs 1000 Cr.
45
YEAR
YEAR
Total
Revenue
Profit
in Rs
(Cr) in Rs (Cr)
2001-02
2001-02
10721
1641
2002-03
2002-03
10038
1755
2003-04
2003-04
10245
1771
2004-05
2004-05
10135
2197
2005-06
2005-06
11193
2400
The expenditure by FMCG on advertisement has been increased from year 2004-05 to
year 2005-06.
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Graphical Representation:
Continues expenditure on advertisement has increased the revenue thereby profit. As the
graph shows continues increase in revenue.
Products
Shop & Detergent
Beverage
Foods
Others
Exports
Graphical Representation:
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In 2003 the highest share in total revenue was by shop and detergent section of HLL
followed by export and beverage. Minimum share was from food Section.
Respective share of revenue of various segment of HLL in 2004.
37
10
03
18
32
Graphical Representation:
48
In 2004 the highest share in total revenue was by shop and detergent section of HLL
followed by export and beverage. Minimum share was from food Section.
Graphical Representation:
49
In 2005 the highest share in total revenue was by Export section of HLL followed by
Retailers & Advertising manager.
FINDINGS
FMCG which has traditionally not embraced the Internet as a key advertising
medium.
The largest rise will be in the automotive sector with those questioned within
estimating that online will represent 8.7% of total ad spend by 2007, a 123%
increase. FMCG advertisers predict a 59% increase in the share of online ad spend
while entertainment brand advertisers predict a 28% increase.
81% believe the internet is a vital component of their companys advertising strategy.
88% say that rising broadband penetration is making online advertising more
attractive.
The online share of total ad spend will rise substantially over the next two years.
Perceived lack of research & measurement remains key barrier for advertisers.
CONCLUSIONS
A look at the contemporary profit of the global industrial segment of household
goods brings it into clear focus that the situation prevailing in major markets is very
much in flavor of HLL. The fact that should be acknowledged on the basis of current
trends betrayed by this segment tells us that HLL veritably stand out as on indisputable
market leader in this field and is sure to surge way ahead of other players in future. The
competitive 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 fact categorically.
An extremely pertinent views that emerges out of it amply suggests that it is the
dominance of HLL operating under the banner of Unileaver in most of the countries that
contribute in a large measure to the creation of a market situation in which consumers
51
are nearly forced to purchase their choice at prices that might not be in congruence
with their speculations and calculative consideration of affordability something that
largely determines the phenomenon called consumer behaviors. It is absolutely
doubtless to assume are incomparable in term of their qualitative excellence.
It is a bit surprising to observe that HLL is the market leader even though its capable of
manufacturing and marketing a vast range of products with an international consumer
base. Moreover, the tie-up of Prima India with HLL reflects that the latter is not
unwilling to share its technological expertise and infrastructural contrivances with
others. So, in spite of the near monopoly situation caused by HLLs presence in the
global market, it points to a healthy flexibility in the companys fundamental approach.
Another very striking aspect of HLLs global marketing strategy and operations, as it
has been pointed out and dwelt upon in the present study, is its enormous ability to
capitalize on the resources available to it.
RECOMMENDATION
Based on findings and conclusions the following suggestions have been
recommended.
GIVE
ATTENTION
TO
HIGH
INCOME
GROUP
CONSUMER
This is one place where Clinic-Plus is not being used extensively. So
these consumers should be attacked. Higher income group consumers
have purchasing power hence it can boost HLLs sales much higher.
o ATTENTION TO NORTH & WEST MARKETS
The brand performance is nearly half of that in South and East. Hence
there is immense development potential is North and West.
o FOCUS ON GIRLS:Boys seem to be using Clinic Plus more than the girls. Its very
surprising. Its the girls who use Shampoo more frequently than boys
hence there is development potential
ICE- CREAM:
VENDING Kwality Walls can expand its reach to the consumers by
setting up counters at departmental stores (like Nilgiris), shopping malls etc.
53
where the product is not available as of date. The objective behind making the
product available in these places would be to cash in on the impulse purchase.
The ice cream counters should be installed at the entry/exit points and suitably
loaded with the appropriate point of purchase material to induce purchase. This
could also offer convenience to the consumer which at present soft drinks are
doing.
Advertising in Theatres This can help induce an impulse purchase since ice
cream is usually associated with outings and movies. The theatre food stalls
have ice cream counters and hence not only POP material but also on-screen
commercials are necessary.
Sampling is Low One of the reasons why the purchase of novel brands like
Cornetto takes time to pick up, is the low rate of sampling. The
recommendation to generate new product trial is to create media hype along
with offering promotions to induce trail purchase of the new product. Since,
this is a fairly new product, to induce trials Reach is more important than
Frequency. The promotions should be designed in a way so as not to discount
the premium image of the brand. Thus they could be in the form of discount
coupons offered along with another premium brand of Kwality Walls family of
ice cream.
APPENDIX
Name:
Age (years):
Sex: Male/Female
Respondent: Advertising Manager/ Retailers
Yes/No
Yes/No
(Rank them)
Create awareness
Educate about new product & its uses.
Supports your purchase decision
Illustrates Companys brand image
Conforms product quality
Yes/No
BIBLIOGRAPHY
www.google.com
www.indiainfoline.com
www.hll.com
www.unilever.com
www.magindia.com
www.agencyfaqs.com
56
www.adage.com
http://en.wikipedia.org/wiki
www.aaaindia.org
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